Australian Government Department of Immigration and Citizenship

This document lists the information and supporting documents required to lodge a complete application using the paper form 1208. More information about this visa is available. See: About this Visa Important: Do not provide original documents unless requested. You should provide ‘certified copies’ of original documentation. Documents not in English must be accompanied by accredited English translations. Complete applications You should ensure that you lodge a completed visa application. While the department may ask you to provide more information in order to determine whether you meet the criteria for grant of the visa, a decision on the visa application may be made solely on the information provided at the time of application. Note: The Visa Application Charge will not be refunded if a decision is made to refuse to grant the visa because the applicant did not satisfy the criteria for grant of the visa. Complete applications are likely to be processed more quickly.Government Regulation on Media in America Incomplete applications may be delayed or, in some cases, refused. After completing this checklist, please attach it to the front of your application (if lodging a paper application form). Forms, fees and charges Complete the paper application form. See: Form 1208 Application for a Work and Holiday visa Visa application charge. Credit card details, bank cheque, or money order, made payable to ‘DIAC’: If you are in Bangladesh, check www. bangladesh. embassy. gov. au for payment methods. If you are in Chile, check www. chile. mbassy. gov. au for payment methods. If you are in Indonesia, check www. indonesia. embassy. gov. au for payment methods. If you are in Malaysia, check www. malaysia. embassy. gov. au for payment methods. If you are in Thailand, check www. thailand. embassy. gov. au for payment methods. If you are in Turkey, check www. turkey. embassy. gov. au for payment methods. If you are from the USA and wish to lodge a paper application form, for payment methods check with the departmental office where you intend to lodge your application. See: Working Holiday Visa Charges Personal documents Certified copies of the biodata pages of all passports or travel documents (including the photograph) Certified copies of birth certificates or the family book, showing names of both parents (not required if in passport) If you have changed your name (eg by marriage or deed poll), a certified copy of evidence of the name change Two recent passport sized photographs (45mmx35mm) of you. †¢ These should be of the head and shoulders only against a plain background. Print your name on the back of each photograph Character documents Police certificates from any country in which you have lived for 12 months or more in the last 10 years (For applicants from Iran only). See: Character and Penal Clearance Requirements Other documents Results of an IELTS, TOEFL, or Occupational English test, undertaken not more than 2 years prior to application, or alternative evidence of English (not required for applicants from the USA). If you have served in the armed forces of any country, certified copies of military service record or discharge papers. Evidence of sufficient funds. Certified copy of a bank statement showing you have access to appropriate funds of at least AUD5000. Letter of Government support for application (not required by applicants from the USA). Evidence of relevant education qualifications. Evidence of health insurance, if required.

My philosophy in nursing Essay

My philosophy in nursing is to uphold the dignity of my patients during their vulnerable time of need, care for the patients physically, emotionally, spiritually, and mentally; current beliefs and values that I try to uphold throughout my life. According to Chitty, â€Å"philosophy is defined as the study of the principles underlying conduct, thought, and the nature of the universe† (p. 318). To determine my philosophy of nursing care I had to reevaluate my beliefs and values. see more:my philosophy of life My values are learned from my personal growth, involvement with family and friends, and respecting others beliefs and opinions. My beliefs are that modern medicine is a great way of healing through research and technology. I believe patients mental and physical health needs should be evaluated and treated if necessary by a healthcare team and support groups. As part of the team, I will care for the patients and their families during distressed times. I will work as an advocate to carry out, to the best of my knowledge and skills, the essential care to provide the best experience in healthcare that each patient and family deserves. I believe nursing care needs to be holistic, â€Å"nourishing the whole person,  that is, the body, mind and spirit† (Chitty, 2007 p. 312); I think that is what defines us as nurses in the healthcare field. It is the nurse’s responsibility to incorporate our knowledge, skills and available resources, so we can improve our patient’s quality of life. The American Nurses Association, ANA, defines nursing as â€Å"the protection, promotion, optimization of health and abilities, prevention of illness and injury† (Lance, 2007, p. 11). I try to incorporate these elements into my nursing practice; practicing my profession with care, compassion, and humanity. Being able to relate to people of different cultures and backgrounds will allow me to connect with a greater variety of patients and families. I come from an area where there are people from a variety of cultural backgrounds, socioeconomic status, and different spiritual beliefs and we all get along. We spend time together and their families are accepting. These experiences were needed to give me the knowledge to provide heightened nursing care to patients and their families. I believe in the importance of continuing education in nursing. To continue giving proficient patient care, it is important to remain educated on current research and evidence based practice, keeping licensures and certifications current. According to Randell, Tate and Lougheed, â€Å"it is important to reflect what we do as nurses so we keep learning† (p. 62). This allows patients to receive high quality nursing care. I will strive to apply my nursing philosophy to my nursing practice by continuing to reevaluate my beliefs and values as I grow in my profession and as a person. I will continue my education aiming to advance in my nursing practice, but continuing to remember nursing’s holistic point of view. This will allow me to care for my patients and their families more effectively. I will maintain my own physical, mental and emotional health, so I can continue giving the best care I am capable of to people in need. REFERENCESTC â€Å"REFERENCES† Chitty, K. K. (2007). Professional Nursing Concepts & Challenges (5th ed.). St. Louis: Elsevier Inc. Retrieved February 16, 2008, from University of Phoenix Library. Lance, K. (2007). Nurse life care planning. _Virginia Nurses Today,_ 52 (2), 11. Retrieved February 16, 2008, from Ebscohost database. Randell, C. E., Tate B., & Lougheed M. (2007). Emancipatory teaching-learning philosophy and practice education in acute care: navigating tensions. _Journal of Nursing,_ 46 (2), 62. Retrieved February 18, 2008, from EBSCOhost database.

Principles of Research & Evidence Based Practice Essay

Principles of Research & Evidence Based Practice - Essay Example measures and suggestions that can be used for the purpose of determining a better decision making with regard to the health care needs of the patients. It involves the combination of systematic research and clinical intervention to develop a complete plan for the treatment of any patient. It has further been noted that evidence based practice is an integrated method of clinical intervention that includes the contribution of professional experts’ values for the patients, evidence gained from research and past cases relevant to patient care among others (Duke University. 2014). It is largely used for the purpose of determining as well as developing better decisions with regard to the care and treatment of the patients dealing with any sort of disease (Northwest College, n.d.). In this context, the essay intends to review two research articles that have extensive used evidence based practice for care and treatment of patients. The review will intend to highlight certain key aspects such as methodology of the research, data collection tools used in the research along with its results in a comprehensive manner altogether. The article, â€Å"Nursing work environment and nurse caring: relationship among motivational factors† by Burtson & Stichler (2010) is reviewed. The article mainly intended to depict a better insight on the work environment for nursing professional along with identifying the factors that motivate them towards executing their activities. The research of Burtson & Stichler (2010) has clear and precise set of objectives, relevant to its aim and determine the relationship amid different nursing workplace factors which included nurse job satisfaction, stress and compassion fatigue among others (Burtson & Stichler, 2010). A systematic evaluation of the research study of the researchers has been provided hereunder. The research of Burtson & Stichler (2010) has been conducted with a co-relational study approach of nurses with a target population of around

Introduction to marketing - I will attach file with Tasks and content Coursework

Introduction to marketing - I will attach file with Tasks and content criteria - Coursework Example In order to do, the marketing department must carry out effective marketing research as the discussion below portrays. While Steve Jobs, the company’s founding Chief Executive once alleged that his company does not carry out market researches, the company does in deed employ a unique type of marketing research. Apple carries out discreet yet extensive consumer studies thereby obtaining vital information that influence their production. Through such studies, the company carries out an assortment of market research and analyses including brand equity and concept testing among many others. Apple has produced numerous products in the past some of which failed. The company used such product failures to perfect their future products a feature that validates the success the company has enjoyed since the 1990s. Through such extensive marketing researches, Apple develops appropriate products that enjoy immense demand from the market (Ma, 2014). Additionally, the marketing researches and analyses the company carries out influences the marketing technique it uses. Apple uses such marketing strategies as public relations, branding, product diversification and relationship marketing among others in positioning its products strategically thus influencing the high profitability the company’s products enjoy. Such are effective strategies the marketing department at the company devised owing to the effective marketing researches they carry out at the company. Apple uses both consumer marketing research and business-to-business marketing research; both techniques have varied advantages and disadvantages. However, the company uses the two a feature that makes it possible for the company to maximize the strengths of each strategy. Furthermore, the company has a large budget for marketing a feature that makes it possible for the company to carry out exhaustive market researches and analyses thereby

Cleft and Voice Essay Example | Topics and Well Written Essays - 3000 words

Cleft and Voice - Essay Example Primarily, the congenital defect called cleft lip takes place during the developmental stage of the human embryo which begins at about thirty five (35) days from the first day of fertilization (Seeley, Stephens, and Tate 2005; Iozzio 2005). The human embryonic face initially gains form from the union of ectodermic cells which forms ectodermic tissues. Five (5) bunches of these tissues are normally formed. Out of these, a first bunch of ectodermic tissues shapes the forehead where two groups of protrusions on each side shape the nose, while the tissues in between makes up the center of the upper lip and the jaw (Seeley, Stephens, and Tate 2005). The next two bunches of ectodermic tissues shapes the upper lip and the upper jaw or the maxillae, while the last two bunches shapes the lower lip and the lower jaw or the mandible (Seeley, Stephens, and Tate 2005). Normally, the facial tissues initially grow and develop with the multiplication of cells as well as development and growth of connective tissues cells increasing the size of the nose and subsequently uniting at the junction where the tissues meet called the midline or the nasal septum shaping the upper jaw and lip (Seeley, Stephens, and Tate 2005). In congenital abnormality, the connective tissues fail to join the nose tissues resulting to cleft lip. However, if normal growth and development of the upper jaw and lip will ensue, the palate will begin to be shaped forming the roof of the oral cavity uniting again at the midline within about fifty six (56) days of embryonic development (Seeley, Stephens, and Tate 2005). Nevertheless, in cases where genetic dictates does not produce connective tissues for the purpose of joining the developing mouth roof, then, cleft palate would result. On the other hand, the other parts of the mesoderm and ectoderm layers of the developing embryo also develop into the other upper respiratory system parts such as the nasopharynx, oropharynx, and the

OPERATIONS MANAGEMENT SKILLS Essay Example | Topics and Well Written Essays - 500 words

OPERATIONS MANAGEMENT SKILLS - Essay Example Raw material cost. The cost for buying raw materials to be used in boot division maybe high. The boot division may be making losses in their sale, or their stock may not be moving and therefore could’not be able to meet the cost of buying raw material. The raw materials may also make boots not to be durable, and this may trigger complaints from customers. This may force the company to use its money to purchase the raw materials for the boot division. In such situation the company should stop producing boots in the mean time until the all stock of boots move or until the cost of raw materials used in boot division lowers. Labour cost (wages). This is another cost of the company affected by the boot division. This can happen when the boot division has has a large number of employees than the required capacity. This may lead to shirking effects, where some workers may free ride and the company may end up spending more in paying wages. The company should therefore determine the required capacity of workers needed in boot division, and reduce this number based on productivity and performance. Advertisement cost. These are costs incurred in the prrocess of informing customers about the product. The boot division may be incurring more cost in advertising their products. This may lead to the company spending more on advertisement of the products. The company may prevent this by determining the desired level of advertisement required for boots to avoid spending more on advertisement. Promotion cost. This is the cost incured in promoting the products of the company. The boot division may increase the promotion cost of the company if it gives the customer promotion every time. Such promotion can be price discounts. The company should determine if the cost boot division is using more in promotion, and regulate if necessary. Packing costs. The packing of boots may be costly, leading to increase in

The role of multi-channel retailing in Singapore service retail Essay

The role of multi-channel retailing in Singapore service retail industry - Essay Example Thus with the development of internet communication the consumers can now easily make purchases through the web sphere and also through their personal gadgets like Personal Digital Assistants having internet connectivity. Moreover the customers can also make relevant purchases based on catalogues or visiting kiosks of the retail stores. These services largely enabled by multi-channel retailing systems have helped in transforming the pattern of services generated in the retail sphere. Furthermore the retail firms based on multi-channel systems are also helping the consumers to avail a large number of options where the consumer can locate products in one outlet and purchase such from another belonging to the same company. Again multi-channel retailing system has also helped the consumers to gain the advantage of returning commodities in one retail outlet which was purchased from another outlet of the same company. (Berman, Retail Management, A Strategic Approach, 10E (India: Pearson Ed ucation India, 2007), 183.; Willard N. Ander and Neil Z. Stern, Winning at retail: developing a sustained model for retail success (New York: John Wiley and Sons, 2004; Lena Fitzen, Multi Channel Retailing in the Automotive Industry: Determinants of Consumer Retail Choice (Germany: GRIN Verlag, 2009), 16.) Different retail companies pertaining to categories like apparel and other consumer durables make expanded use of multi-channel retail systems to reach wide number of consumers thereby focusing on market expansion and augmentation of revenues. Big retail firms through the opening up of different retail formats and through increased web presence can fulfill the business objectives of market expansion in both new and existing territories. (Joachim Zentes, Dirk Moschett and Hanna Schramm-Klein, Strategic Retail Management: Text and International Cases (Germany: Gabler Verlag, 2007), 55; Diamond, Fashion Retailing: A Multi-Channel Approach (India: Pearson Education India, 2007), 374). Multi-Channel Retailing-Advantages and Challenges The growth of multi-channel retail systems around the world led to the increase of large number of advantages and disadvantages related to it. Firstly the retail companies tending to use the multi-channel retail systems need to strategize their retail offerings and services in a homogeneous manner so that it can well percolate along the several marketing mixes. Retailers through the use of multi-channel retail concept tend to draw consumer attention to specially designed products which are not easily displayed in retail counters. These retail companies through the use of the online sphere tend to create a huge display of different types of products thus enhancing the width of the product assortments. Moreover retail companies can also cause consumer hype by creating displays of new product and service launches in their websites. Again the retailers can make use of multi-channel retailing concept to create a mass promotion of the pro ducts and services. The retailers can make use of utilities like kiosks and catalogues to help in generating large number of information to the consumes pertaining to the availability of store outlets, product and servi

Developing coaching and mentoring within organisations Essay - 1

Developing coaching and mentoring within organisations - Essay Example To achieve the above objective the report follows the chartered institute of personnel and development (CIPD) assessment activity. Five different models of coaching and mentoring were evaluated. Models assessed include; Boyatzis, iceberg, 5Rsdiagram, RAM model, and wheels of good practices. Richard Boyatzis’ model is based on a formula that he had developed that involved the intention to change stage to a long lasting behavioural change. According to Boyatzis (2008) an individual can achieve sustainable change only if he envisions the ideal self. In fact, the Boyatzis Model necessitates an honest assessment of oneself if it is to prove effective within the organization. This model transforms the behaviour of the individual The above model by Boyatzis has many strengths such as giving individuals a sense of direction and responsibility, developing their skills, abilities and capabilities, helps them conceptualize things and become more proactive and self – confident about their work. The weaknesses, though few, depends upon the individuals themselves. These include, the background they come from, the language they speak, their ability to converse and move with other individuals of different backgrounds, their beliefs and customs etc. Sigmund Freud’s ‘Iceberg Model’ depicts three levels of human consciousness, where the unconscious mind is the biggest part, but it is repressed. According to Freud, this repressed or hidden part, it is most influential. The second part is the mid section that is influenced to a certain extent by the brain. The third part is the conscious portion that we make use of o a daily basis and this is the portion responsible for all our thoughts and actions. In Freud’s opinion, all our thoughts and actions are influenced by the hidden unconscious mind. Freud’s Iceberg Model can be made use of within an organization to

Performance Based Assessment Essay Example | Topics and Well Written Essays - 1000 words

Performance Based Assessment - Essay Example This assessment will focus on students from grade 2-12. The subject area will include Mathematics and English and the number of students involved will be 20, five of which will be ELLs. Nationally, people have the No Child Left Behind rule that was signed into law in December, 2001. Local and state areas have other regulations, and learners have to take standardized examinations to decide if they are meeting those regulations. Almost every state needs some type of examination (Kuhlman, 2002). In Florida, schools have the Florida's Comprehensive Assessment Test (FCAT). People coaching English to students who speak other languages consider that a single gauge on one kind of test cannot precisely echo student learning. Standardized tests determine, to a large extent, learners’ knowledge of the English language. Therefore, if the learner’s level of understanding is low, then he or she will not do well on the test albeit being at the right grade level of his or her native la nguage (Valdez & O'Malley, 2010). English Language Learners take 5 to 7 years to study academic language that is often typified as multifaceted, abstract and content specific. It is suggested that teachers make decisions rooted in numerous measures and not trust in a single test score (Kuhlman, 2002). People consider that numerous measures offer a more precise image of what learners recognize and what they should work on, that is their strengths and weaknesses. Hence, the goal of this plan is to create a performance-based assessment that will include ELLs plus regular students in any classroom. Performance-based assessment comprises of the use of alternative techniques, for instance writing samples, portfolios, presentations, oral report and projects among others (Stiggins, 2005). This makes it more reliable since the tools differ and the assessment occurs over a period of time. It is vital when assessment is not done through the use of multiple-choice questions just when there is n ormally one right possible answer. Some guiding principles for testing English Language Learners (ELLs) include: avoiding difficult questions; using direct speech because indirect speech confuses non-advanced students; testing what is taught; varying the complexity level (go from easy to difficult); providing learners with clear instructions; explaining to the learners, in easy language, what is needed of them; being aware of cultural prejudice in creating the test, as well as in grading; providing instances and using visuals to explain directions; giving credit for what the learner recognizes; and permitting more time than is naturally permitted for native English speakers. It is, at all times, useful when working with language learners to produce a test-checklist that a person can refer prior to administering a test (Kuhlman, 2002). Students will be required to sit in groups of four and one student must be an ELL. The lesson will run for 50 minutes for a three-day period. When int egrated into the classroom events, formative assessment grants information required to amend learning and teaching while they are still taking place (Stiggins, 2005). Formative assessment serves as way for a learner to check for understanding throughout the learning procedure. Formative assessments guide educators in making decisions concerning future instruction (Valdez & O'Malley, 2010). Here are some examples, which might be used in

World Situation Scope Essay Example for Free

World Situation Scope Essay IA Review of the World Situation Scope This paper will focus its attention on the CIAs assessment of the world situation in regards to terrorism. The focus of the paper will be the September 11th attacks made on American soil as well as go into the history of Al Qaeda, their resources for planning terrorism and their history in recruitment. Since the release of the original document, which discussed the state of world security in May 0f 1949, there has been many changes to the political structure of the areas discussed. At the time of the original document, the major issues which concerned American security involved the recently defeated Germans, the USSR, the Far East, the Near East and Latin America. However, the security of the United States of America has been under constant stress since the attacks of September 11, 2001. Though programs have been altered or created in the National Security Agency, the Department of Homeland Security and the Central Intelligence Agency, there remains a threat on Americans, and American holdings throughout the world. As Andrew Kydd and Barbara Walter explain, there is a distinct politic to the notion of terrorism. However, these tactics are not always effective. There are many events of terrorism in the world each year, yet only a handful are regarded with any merit. According to Kydd and Walter, through a well argued and insightful article, it is the trust between groups that must be destroyed for an extremist attack to be successful. This is the motivation behind the response to the attacks of September 11, 2001. On Begin Match to source 7 in source list: (11-30-05) http://www. adultbuzz. com/121201/page4. phtmlDecember 6, 2001,End Match then Begin Match to source 7 in source list: (11-30-05) http://www. adultbuzz. com/121201/page4. phtmlAttorney General John Ashcroft addressed the Senate Judiciary CommitteeEnd Match in praise of this act, and its restructuring of the NSA, CIA and FBI. (Ashcroft 524) His rhetoric was patriotic and concise, and his views of the USA PATRIOT act and its changes seemed sincere. This was supported with the passage of the United Nations Security Council Resolution 1373, which paved the road for the Patriot act itself. Eric Rosand wrote about the resolution in 2003. His response to its necessity was one of sympathy to the government, for having to face such a difficult challenge. However, not everyone who has commented on the alterations of the US governmental policy has done so with such reverence. David Cole compared the investigations into possible terrorist cells in the United States, to the Palmer Raids of 1919 where, following a series of bombings, J. Edgar Hoover led a series of round ups of immigrants across the country and held them without trial or charge in unconscionable conditions, interrogated incommunicado and in some cases tortured. (529) This attitude has spread throughout the country, as the appearance of impropriety has permeated the governments handling of the terrorists investigations. Mary Jacoby brings up the question of the legal definition of Detainee. This is in response to the holding of prisoners at the Guantanamo Bay military base in Cuba. The prisoners of this facility have been acquired from around the world from the war in Afghanistan, and from arrests done in dozens of countries around the world. However, the problem arises when the soldiers fighting for the Afghan military are brought in as detainees, rather than prisoners of war. While the Guantanamo prison has its apologists, such as Charles Krauthammer who states that freeing of these men would be lunacy (537) the fact remains, that in strict terms, the United States is in break of the Geneva Convention by holding POWs. Fernando Reinares noted in his article, The Empire Rarely Strikes Back, that after more than 2400 acts of terrorism against American citizens and interests there have been only three occasions of overt military response. (Reinares 92) However, because of the incredible size and depth of impact of the September 11th attacks, war became unavoidable. There did arise a problem with the military action, however, as a growing public opinion seemed to point the target as Islam itself, rather than just Al-Qaeda. This prompted the United States to enlist the help of as many Islamic nations as possible to counter act this perception. (Aretxega 143) This coalition of Islamic nations does nothing to counteract the rise in racial profiling within the United States. Sherry Colb wrote about the foreseen changes in American law enforcement following the September 11th attacks. Her article articulated the problem of racial profiling and its consequences. Cold notes that real numbers do not support profiling. (539) However this does not stop the utilization of profiling in airports, or in traffic stops. However, this too has its supporters, from such sources as law professor Roger Clegg. His response to the topic of racial profiling is one of acceptance and justification. So what? (Clegg 542) Clegg asks of the act of profiling. However his racial make up lends itself easily to such opinions, as an educated white male is rarely accosted for being white, educated or male. Key Findings Research into this fact has revealed that there are several locations outside of the United States where Americans and American holdings are under the greatest threat. There are varied threat levels in these locations, which range from possible altercations, to threats to life and property. However, there are countries which pose a threat to the safety of the United States in ways other than travel advisories. Some nations and their governments have strong anger towards the United States. These nations have alluded to, or are actively pursuing policies which are intended to cause harm to the United States of America. Some of these nations, such as North Korea and Iran, have instituted programs which are designed to test the United States. Other countries have entered into, or have begun to create trade unions which are designed to damage the United States position on the world market. Regardless of the type of threat these nations pose, there remains the necessity to understand and counteract these programs. This is difficult, however, as the degree and sophistication of these programs varies as widely as the threats themselves. The addressing of these issues are of critical importance to the continued safety of the United States and its citizens at home and abroad. Analysis 1. North Korea: Nuclear weapons proliferation. This nation has been a location of turmoil since its liberation from Japanese control following World War II. [i] However, in recent years, the threat of North Korea upon the United States has increased as the power and stability of the North Korean government, under the leadership of Kim Jong- Il, has begun to wane. Over the course of the past few years, Kim Jong-Il has made public statements attesting to his desire to develop nuclear weaponry for possible use against the United States of America. This threat has been elevated as of October 9, 2006. On this date, the North Korean military conducted its first successful test of its nuclear weapon. Though the yield of the weapon was low, reportedly only 550 tons,[ii] it does justify concerns that the government of North Korea may indeed develop a combat ready nuclear devise in the near future. The small yield of the blast is not thought to be indicative of their capabilities, however. Large scale underground nuclear testing requires large areas, 50-60 square miles of desert, to accomplish. North Korea does not have significantly large areas of land that are undeveloped or do not contain ground water. [iii] Because of this, the damage that would have been caused by a larger yield test would have been too great to the infrastructure of the nation to allow. Managing the crisis The threat that North Korea poses to the United States is being managed, currently, through various levels of diplomatic means. There have been several calls for 6-party talks, meetings involving multiple nations Begin Match to source 9 in source list: http://www. spacewar.com/2003/031015003520. s1ia1dhk. htmlthe United States, China, Russia, South Korea, North Korea and JapanEnd Match however these meetings have yet to occur. Because of this, the threat that North Korea poses to the United States remains serious. 2. Iran: Terrorist support and instigation of hostilities. The government of Iran has been at ends with the administration of the United States for many years. The current leader of the Iranian government, President Mahmud Ahmdi-Nejad, has openly stated his contempt for the presence of the United States military in the Middle East. Travel to the country of Iran by Americans is not recommended as the United States holds no Begin Match to source 4 in source list: (7-27-06) http://www. mahablog. com/category/blogging/diplomatic or consular relations with the Islamic Republic of Iran and therefore cannot provide protection or routine consular services to American citizens in Iran. [End Matchiv] Iran Begin Match to source 4 in source list: (7-27-06) http://www. mahablog. com/category/blogging/is aEnd Match Muslim nation, and therefore has issues with the world view of the current war on terrorism, which is being headed by the United States of America. There is strong international sentiment that the Begin Match to source 5 in source list: (1-2-07) http://www. pwgd. com/blog/lb/6196-fbino-hard-evidence-connecting-bin-laden-connected-to-911-how-israeli-terrorist-became-a-victim-global-snapshots-capitalist-intersection-of-class-nationalrace-gender-oppression/war on terror is a war against theEnd Match religion of Islam and therefore a war against all Muslims. While this is not the case, few nations in the region have actively attempted to dispel this misconception. The relations between Iran and the United States is strained for another reason Irans support of the terrorist group, Hezbollah. While originating and operating outside of Irans borders, Hezbollah has been linked to various acts of violence throughout the Middle East. Most recently, during the short war between Israel and Lebanon, Hezbollah was involved in acts of violence, kidnapping and attacks on Israeli interests. Iran has been known to, and is suspected to still be funding this group. Following the hostilities of the war between Israel and Lebanon, a large influx of money was seen within Lebanon. Though the money was given out by cells of the Hezbollah group, to people whose homes were damaged or destroyed in the fighting, it is widely accepted that the money originated from the government of Iran. Because of these issues, Iran has been seen as one of the key threats to United States security. Their open support of anti-American factions within Iraq, as well as multiple allusions towards their seeking nuclear weapons, has kept Iran on the list of chief threats. 3. Afghanistan: Center of Al-Qaeda recruitment. The terrorist group, Al-Qaeda continues to be a Begin Match to source 12 in source list: http://www.parstimes. comthreat to theEnd Match safety and Begin Match to source 12 in source list: http://www. parstimes. comsecurity of the United States. End Match Since Begin Match to source 12 in source list: http://www. parstimes. comtheEnd Match attacks on September 11, 2006, Osama bin-Laden and his terrorist group, Al-Qaeda, have been linked to multiple acts of violence around the world. The nation of Afghanistan was, until the invasion by coalition forces in 2001, ruled by the Taliban a hard-lined government with strong ties the terrorist group. Bin-Laden and Al-Qaeda have been hunted since the September 11th attacks, and many key leaders have been captured or killed. However the presence of the group in Afghanistan is increasing again and Osama bin Laden remains at large. [v] The war within Afghanistan has continued since 2001, with no certainty for an end. This has caused dangerous instability within the region. Despite the institution of a democratically elected government within the nation, political stability has not been reached. 4. Mexico: Unprotected border crossings and illegal immigration. The number one priority of preventing terrorism is to prevent terrorist travel. This tactic however has not been serious employed with regards to border security and finding and preventing terrorism since the focus as previously stated is more about finding terrorists not finding the means by which they are mobile. One system that has not be utilized in border security is the means by which to detect whether documentation is authentic since terrorists have system by which they infiltrate a country their travel channels should be found and exploited but no real clause in the Patriot Act has been given or stated. Terrorists establish themselves in the United States through their travel channels by which there is a paper trail of documents; therefore, the Patriot Act, and NAFTA should not only be focusing their efforts at the borders where the terrorists may or may not be traversing but the government should also be wary of terrorist activity already transpiring inside the country, as The US 9/11 Commission on Border Control, Begin Match to source 2 in source list: http://elections.donyell. netEach of these checkpoints or portals is a screening-a chance to establish that people are who they say they are and are seeking access for their stated purpose, to intercept identifiable suspects, and to take effective action. [End Matchvi] Begin Match to source 2 in source list: http://elections. donyell.net TheEnd Match United States since September 11 has kept a more watchful eye on the Mexican border to ensure that large trucks are not passing the borders which could hold weapons, but this seems to be the only action officials and military are taking in regards to border control according to Zagorin in The Mexican Border Will Get a Closer Look. [vii] In this article Zagorin is hard pressed to find any true action the US is taking in regards to border control and Zagorin sites many examples of how Mexico is making its own efforts to decreased the chances Begin Match to source 1 in source list: Zagorin, Adam. al-Qaeda terroristsEnd Match coming Begin Match to source 1 in source list: Zagorin, Adam. into the countryEnd Match or leaving the country, Begin Match to source 1 in source list: Zagorin, Adam. The Mexicans will also focus on flight schools and aviation facilities on their side of the frontier. another episode has some senior U. S. officials worried; the theft of a crop-duster aircraft south of San Diego, apparently by three men from southern Mexico who assaulted a watchman and then flew off in a southerly direction End Match Begin Match to source 1 in source list: Zagorin, Adam. a senior U. S. law-enforcement official notes that crop dusters can beEnd Match sued Begin Match to source 1 in source list: Zagorin, Adam. to disperse toxicEnd Match substance Begin Match to source 1 in source list: Zagorin, Adam. TheEnd Match Begin Match to source 3 in source list: (7-23-06) http://www. usatoday. com/printedition/news/20060413/a_felony13. art. htmpeople who enter the country legally and then overstay their visas-as many as 40% of the nations estimated 12 million illegal immigrants, are guilty of a civil violation. [End Matchviii] Thus Begin Match to source 3 in source list: (7-23-06) http://www. usatoday.com/printedition/news/20060413/a_felony13. art. htmitEnd Match becomes apparent that the United States is focusing more attention on illegal immigration than on terrorism since all of their efforts are geared toward this goal. Since these hijackers could have been apprehended but were not, and the government has only increased the number of patrols on the either border and not per se the system by which illegal immigrants are apprehended it stands to reason that the government is not altogether prepared or establishing a methodology in apprehending terrorists, they are merely cracking down by using brute force without strategy. Conclusion The safety of the United States is in constant turmoil. While much has been done over the course of the past five years, there are few authorities who would actually state that the country is safe. Though the year 2006 was free of any dramatic assaults against the United States, the wars in Iraq and Afghanistan have become increasingly costly. Both have served to empower our enemies, rather than defeat them. In the information presented in this paper it gave different avenues by which the United States could be making a better effort to fight terror by simply having a different strategy on terrorism inclusive of finding their travel channels and relying on identification and false passports. The United States approach to border control, since they are using the same system now as prior to September 11 have not changed how they approach terrorists and their apprehension thus leaving room terrorists to take advantage of this lax method and exploit it. This year has seen, however, a dramatic reversal in the power center of the nation following the November elections, the congressional majorities both switched to the Democrats. The result of this switch is unclear, as of yet, however, there are many who are hopeful that the new majority will take the steps necessary to permanently secure the safety of the nation. Notes on Sources 1. The CIA World Fact Book is a very useful tool in todays world of global thought. The information that is found there is an excellent starting point for gathering an understanding of any world nation. 2. The Global Security Foundation is a non-partisan, non-profit organization that is dedicated to keeping track of the proliferation of nuclear weaponry. 3. The United States Department of State is part of the US government, and posts its de-classified information on the internet. 4. The United States Federal Bureau of Investigations is the central location for information on any criminal that is deemed to be of a threat to the nation as a whole. 5. Begin Match to source 13 in source list: Robinson, William H. Lake, Jennifer E. S. The 9/11 Commission wasEnd Match created Begin Match to source 13 in source list: Robinson, William H. Lake, Jennifer E. S. toEnd Match investigate Begin Match to source 13 in source list: Robinson, William H. Lake, Jennifer E. S. theEnd Match short comings Begin Match to source 13 in source list: Robinson, William H. Lake, Jennifer E. S. ofEnd Match the United States security, and find out how and why Al-Qaeda was able to attack from within the United States. 6. Time magazine has been a trusted name in world news for decades. The weekly journal offers insight to world events. 7. USA Today is another trusted source of news. This daily journal centers on the issues that directly involve the United States.   [i] North Korea. CIA World Fact Book. United States Government: Central Intelligence Agency. 2006. Date of access: December 1, 2006. Begin Match to source 11 in source list: (2-3-07) http://www. canadaol. com/search. php? opt=2keyword=+haitiURL: https://www. cia. gov/cia/publications/factbook/geos/End MatchknBegin Match to source 11 in source list: (2-3-07) http://www.canadaol. com/search. php? opt=2keyword=+haiti. htmlEnd Match [ii] Nuclear Weapons Testing. Global Security Foundation. Date of access: December 1, 2006. URL: Begin Match to source 10 in source list: http://en. wikipedia. org/wiki/List_of_countries_with_nuclear_weaponshttp://www. globalsecurity. org/wmd/world/dprk/nuke- test. htmEnd Match [iii] ibid. [iv] Begin Match to source 8 in source list: (5-6-03) http://www. itravelnow. com/nukebrowser. php? filnavn=http://travel. state. gov:80/iran_warning. htmlTravel Warning:End Match Iran. Begin Match to source 8 in source list: (5-6-03) http://www. itravelnow. com/nukebrowser. php? filnavn=http://travel. state. gov:80/iran_warning. htmlUnited States Department of State. Bureau of Consular Affairs. End Match 2006. Date of Access: December 1, 2006. URL: Begin Match to source 6 in source list: (9-24-06) http://iran. gerffa. org/index. htmlhttp://travel. state. gov/travel/cis_pa_tw/tw/tw_920. htmlEnd Match [v] Osama Bin Laden. Federal Bureau of Investigations. 2006. Date of access: December 1, 2006. URL: Begin Match to source 5 in source list: (1-2-07) http://www.pwgd. com/blog/lb/6196-fbino-hard-evidence-connecting-bin-laden-connected-to-911-how-israeli-terrorist-became-a-victim-global-snapshots-capitalist-intersection-of-class-nationalrace-gender-oppression/http://www. fbi. gov/wanted/terrorists/terbinladen. htmEnd Match [vi] The US 9/11 Commission on Border Control. (2004). Blackwell Publishing Ltd. P569-574. [vii] Zagorin, Adam. (22 November 2004). Bordering On Nukes? Time. Vol. 164 Issue 21, p19. [viii] Kiely, Kathy. (13 April 2006). GOP View: Illegal Immigration wont be Felony. USA Today.

Life And Work Of Edward Lee Thorndike Philosophy Essay

Life And Work Of Edward Lee Thorndike Philosophy Essay Edward Lee Thorndike was an iconic America psychologist that strived during the latter years of the 1800s into the mid 1900s. Edward Thorndike was not just a psychologist but an influential educator, lexicographer and striving educational researcher (State University, 2010). He is often referred to as the founder of educational psychology. Edward Thorndike was born on August 31, 1874 in a small town in Williamsburg, Massachusetts (Joncich, 1968). He was the son of a clergy man Edward Roberts Thorndike and Abigail Brewster Ladd. Thorndike was a successor of a family line that resided in New England since the 1630s (Joncich, 1968). Edward Thorndike was part of a bloodline from a very notable family. A family that consisted of accomplished pioneers that strived for excellence and superiority. As would be anticipated from growing up in a household of a minister, Thorndike was expected to strive for excellence. With having an estimated IQ of nearly 200, Thorndike had no problems succeeding academically (State University, 2010). He was nothing short of a perfect model for the congregation. Scholarships were awarded to Thorndike due to his outstanding grades and academic achievements. Scholarships are what made college possible for him during this uneasy time. In 1891, Thorndike graduated from The Roxbury Latin School which was located in West Roxbury, Massachusetts. Following his graduation from The Roxbury Latin School, he attended Wesleyan University where he would begin his college career. He graduated from Wesleyan University in the fall of 1895 with a Bachelor of Science. Soon following his completion of his undergraduate work, he attended Harvard University. During his time at Harvard he worked to achieve yet another undergraduate degree as well as his Masters in Psychology. He graduated with his Masters in Psychology in 1897. It wasnt much time after that he attended Columbia University where he would complete his Doctoral work in Psychology. He completed his doctoral work in Psychology in 1898, merely a year after his completion of his Master Degree from Harvard. (Joncich, 1968) During his time at Columbia University he met a very influential and respectable person know as James Mckeen Cattell. As the next several years progressed, Cattell served as a very influential mentor for Thorndike. With the support of Cattell, Thorndike wrote his 1898 doctoral thesis Animal Intelligence: An Experimental Study of the Associative Processes in Animals (Thorndike, 1898). This groundbreaking thesis is thought to be the foundation of animal behavior but would not be the last of the other many works yet to come by Edward Thorndike. After his graduation from Columbia University in 1898, Thorndike taught at the College for Women of Case Western Reserve in Cleveland, Ohio (Joncich, 1968). This teaching job did not suit him because he was soon back at Colombia University teaching psychology. This would be the university where Thorndike would remain for the rest of his career and essentially conduct his other famous works in Psychology. Before passing away on August 9, 1949 at the age of 74, Thorndikes achieved many notable accomplishments. During his 55-year career, he published about 500 books and articles on diverse as learning in fish, methods of statistical analysis and the elements of aesthetic quality in urban life. As his continuous research was unfolding he was the President of the American Psychological Association, 2nd President of Psychometric Society and President of American Association for the Advancement of Science. In brief, his notable work includes the study of animal intelligence (cats in the puzzle box regarding Trial and Error), applied animal to human educational experience followed by a constructed scale to measure childrens handwriting and a table of word-frequency in English. (Indiana University, 2007) It is important to note that in order for Edward Thorndike to pursue the field of psychology as well as be successful in this field, he had to go against that of the teachings of the church. It is ironic because as the son of a minister, it would be expected that he would have conformed to that of the congregation. However, he chose to lead his own life and strive for excellence in a field of work that stuck him as interesting. In order for Thorndike to succeed in the field of psychology, he had to break the realm of religion and turn his focus to the laboratory and science. For that time, it was something that was frowned upon especially from the standpoint of a minister. Regardless, Thorndike said that science was, the only sure foundation for social progress (State University, 2010). With that being said and looking back on history, it could easily be perceived how and why his thinking was correct. Through the remainder of this paper, it is essential that we go into greater detail on specific accomplishments that Edward Thorndike achieved. Specifically we will look at connectionism, adult learning and Thorndikes view on education. Although these are only three of the many accomplishments Thorndike had achieved in his time, they are the more influential and greatest impacting on psychology. Essentially, its part of the true legacy of contributions that Edward Thorndike left upon the field of psychology and will continue to leave for many years to come. As mentioned previously Thorndike was a very influential person to the field of psychology which leads me into my first area of concentration which is connectionism. According to a definition provided by the Stanford Encyclopedia of Philosophy, connectionism is à ¢Ã¢â€š ¬Ã‚ ¦a movement in cognitive science which hopes to explain human intellectual abilities using artificial neural networks (also known as neural networks or neural nets). Neural networks are simplified models of the brain composed of large numbers of units (the analogs of neurons) together with weights that measure the strength of connections between the units. These weights model the effects of the synapses that link one neuron to another. Experiments on models of this kind have demonstrated an ability to learn such skills as face recognition, reading, and the detection of simple grammatical structure. According to information compiled through research, Thorndike viewed connectionism as through experience neural bond s or connections were formed between perceived stimuli and emitted responses; therefore, intellect facilitated the formation of the neural bonds (Indiana University, 2007). When looking at connectionism in regards to Thorndikes research, it is relatively still a broad topic. To get a better idea of what connectionism and Thorndikes notable contributions are to the field of Psychology, it is essential to focus on his cat puzzle box studies. The puzzle box studies with cats dealt primarily with the ideology behind how cats learned to escape. The cats ability of learning to escape the puzzle box that Thorndike would structure and create a psychological concept known as the law of effect. From the law of effect would later come law of recency and law of exercise which will both be discussed later in greater detail. First it is important to understand the law of effect which is essentially the foundation for the formulation of his other two laws. The law of effect states that responses to a situation that are followed by satisfaction are strengthened; and responses that are followed by discomfort are weakened (Indiana University, 2007). What this definition is saying is that when a situation is presented and is followed by an outcome that is satisfying then that event will be positively associated with that response. This would also lead to believe that this event will later occur again. The effect also works in the opposite sense where if a situation is followed by a non satisfying outcome then the link between the event and the outcome is weakened. This would consequently lead Thorndike to believe that the association was weakened and will most likely not occur in the same degree as an event with a satisfying outcome. In correlation to Thorndikes law of effect arose his law of recency. The law of recency states that a response that happens most recent will act as a model for future events of similar nature. For example if I go to buy a soda at a soda machine located in the building of Old Main and the soda machine fails to vend my drink, I will most likely not return to that soda machine due to my recent experience I had with it. The effect also works the same way in the opposite manner as if I would have received the soda. In essence, I focus my future experiences on my most recent experiences. The final law that Thorndike specified was known as the law of exercise. According to the University of Indiana, the law of exercise states that stimulus-response connections that are repeated are strengthened, and stimulus-response connections that are not used are weakened. In other words, the more you continually use the stimulus-response relations the more likely the connection between the two will be strengthened. A simple example of this would be studying for a test. I study for the test for a half hour every night and when I took the initial test I got an A. Every time after I followed the same routine and received an A therefore I will continue to study in that same manner. The stimulus, knowing I have a test that I need to study for and actually studying in that specified manner that got me the A before, and the response getting the A once again, strengthens. To focus back once again on connectionism and Thorndikes cat studies, it is important to note the results he obtained. He hypothesized that if a cat was showing insight he would see an abrupt drop in the learning curve and if the cat was using trial and error it would show gradual curves. Thorndike found that cats did use trial and error learning because his results concluded gradual curves. He supported this by saying that the reasoning is due to the fact that cats made connections between the puzzle box and the ways of escaping. This supported his idea of stimulus-response relationships, more so, all of the ideology behind his three laws. The law of effect would state that the cat escaped in a certain way thus creating a satisfying reward. The cat would then use this same method of escape, the law of recency. By doing this time and time again the cat strengthened the stimulus-response connection therefore showing the law of exercise. Interestingly B.F. Skinner would reformulate Tho rndikes methodology and ideology in order to create what he called operant conditioning. Essentially, Thorndike created a concept that was not only reflected his theories but proved to be fundamentally important to gain insight into other areas of psychology. The next area of significant contribution by Edward Thorndike in the field of psychology was adult learning. Thorndike was interested in constructing a system in which he could measure intelligence among adults. Shorty after his research began in this area, in the year of 1903, Thorndike, accompanied by his student, were able to successfully measure intelligence. From this they were able to expand into more detailed oriented techniques that would set the stage for the modern intelligence tests which we use today. During World War I, Thorndike worked hand in hand with the United States Army in order to develop of system that would establish qualifications of new recruits. These tests would be known as Alpha and Beta, the true precursor to the modern day ASVAB tests. During World War I, Alpha tests were administered to those who the Army believed knew how to read while Beta tests were administered to those who lack literacy. These test used primarily pictures accompanied with graphs, both of which could be easily assessed. (Indiana University, 2007) Based off Thorndikes original tests, he created for the United States Army, came his greater detailed and directed intelligence tests of the 1920s. Thorndike was quoted as saying Instruction should pursue specified, socially useful goals. (Joncich, 1968). In addition to that being said he also believed that learning didnt start to diminish until the age of 35 and from that only at a rate at 1 percent per year, which by looking at is well into adulthood. Therefore this would explain his reasoning behind why he would choose to study adult learning. Referring back to Thorndikes intelligence tests of the 1920s, came directive tests, similar to what those he was referring to in above referenced quote. This test is known as CAVD which stands for completion, arithmetic, vocabulary, and directions test. Additional, latter research had shown the speed and accuracy of which a individual is capable of learning declines not the actual ability to learn, as Thorndike thought. (Thorndike, 1928) In furthering the discussion on intelligence tests, Thorndike went another step further to state that there are three types of intelligence functioning. This would include abstract intelligence, mechanical intelligence and social intelligence. Abstract intelligence is encompassed with 4 sub-areas which are altitude, width, area and speed. According to the University of Indiana, altitude is the complexity or difficulty of tasks one can perform, width is referred to as the variety of tasks of a given difficulty, area as a function of width and altitude and speed as the number of task one can complete in a given time. All of which, when looked at as a whole, make up one of the 4 sub-areas of intelligence. On the other hand mechanical intelligence is knowing the relationship an object has to its environment and how it operate in that environment. Finally, social intelligence is more straight forward by stating that the individual has the capability of performing well in its surroundings on a interpersonal level. As a whole, Thorndikes in-depth approach that included his many classes of intelligence was what actually created an opposition to his work. An opposing view to his intelligence theory was illustrated another well-known psychologist, Charles Spearmen. Spearmen sparked a debate that intelligence is not made up of many factors but rather on one. He referred to this one-dimensional factor as g. In addition to adult learning, it is also important to look at Thorndikes other attributions to learning. An influential approach that Thorndike took to learning was his theory of rewards and punishments. Thorndikes laws of learning, that were mentioned and explained earlier, are very closely correlated with how Thorndike describes rewards and punishments. Thorndikes early views look at stimulus and responses in the manner that one strengthens connections while the other diminishes connections. However, Thorndikes later understandings showed that this was actually incorrect. He then reasoned that punishments do not get weaker as reward connections get stronger. Even stranger, Thorndike mentioned that punishing response will actually increase the chance that an undesired response will reoccur at another point in time. This is completely contradictory of his previous thoughts on stimulus and response and a perfect example of how the field of psychology rapidly changes. In addition to being focused on theories of learning, Thorndike was also very concerned with the ways statistics were measured and recorded. It was the inspiration for his book called An Introduction to the Theory of Mental and Social Measurements. In addition to this book, Thorndike started the first course at a higher education school to offer educational measurement. To Thorndike, everything could be measured, very similar to how a mathematician would look at math problems. From his course and his book, Thorndike pioneered the use of description and numbers in psychology which later means of measurement would follow and expand upon. Fundamentally this work is yet another one of Thorndikes major evolutionary contributions to the field of psychology. In addition to Thorndikes movement on learning came his approach to human differences. He concluded that although humans may seem alike, they are different in basically every aspect. He was quoted saying It is useless to recount the traits in which men have been found to differ, for there is not trait in which they do not differ (Thorndike, 1911). Psychology essentially needs to go in the direction of individualism, specifically looking at each persons mind not the mind as a whole. Thorndike even went further with this school of thought to explain it in a rationale on how it relates to universal learning. The practical consequences of the fact of individual differences is that every general law of teaching has to be applied with consideration of the particular personthe responses of children to any stimulus will not be invariable like the responses of atoms of hydrogen or the filings of iron, but will vary with their individual capacities, interests, and previous experience (Thorndik e, 1906). Basically it all boils down to genetics and the inequalities that humans face. Along with Edward Thorndikes key theoretical beliefs come his everlasting impressions through the vast number of books he wrote, especially the books that referenced his view of learning. Thorndike is noted with writing three different books which would aid educational facilitators in their classroom. These books go on to illustrate the uses of words and the reasons words are used in the English language. He felt that his list of words need to be stored and are essential while other only need to be understood temporarily, then forgotten. In addition to his three educational books for teachers there are also several other books that appeared earlier and are still an influential part of psychology today. Even though each of these works were mentioned earlier in this paper, it is still vital to mention them from a reference standpoint. Thorndikes other books include Educational Psychology (1903), Introduction to the Theory of Mental and Social Measurements (1904), The Elements of Psychology (1905), and Animal Intelligence (1911). Although this is not a full comprehensive list of all of Thorndikes works, it is a list that references his more influential works on the field of psychology. As touched upon throughout this paper, Edward Thorndike has a legacy that will continue to live on in the field of psychology many years to come. Looking at his influence in learning alone is enough to see how influential he was and still is. A great example is how his stimulus response relationship, in regards to the law of effect, would be used as a language for other influential psychologists of their time such as Clark Hull and B.F. Skinner. They evolved his theory of the law of effect and essentially fused it into what they refer to as a reinforcement theory of learning. Even when looking at the broader scope of connectionism, his major contribution to psychology, which merely remained unchanged throughout his career. Edward Thorndike is an individual that is sometimes hard to fit historically into one distinct area of psychology. His initial animal research studys practiced characteristics which essentially lead to Watsonian behaviorism. He is an individual that influenced a wide range of other prominent psychologist that later followed in time. In addition it could be clearly seen that through Thorndikes animal studies and his findings on associations and connectionism, how later Psychologist such as Watson would pioneer behaviorism. However, Thorndike will remain to be considered as a comparative psychologist because of his contributions when looked at in a wider scope, (intelligence tests, learning, education and animal studies). As with any influential person comes criticism and Edward Thorndike is no different. As mentioned by the New World Encyclopedia, Thorndike faced two major criticisms. The first is the fact that Thorndikes approach restricted psychology by limiting behavior solely to the peripheral events of stimulus and response elements. In dismissing mental events, Thorndike also ignored the central mediation of stimulus and response bonds (New World Encyclopedia Online, 2010). What this is saying is that Thorndike focused primarily on behavior in regards to events in the environment that are of little importance. He based his stimulus and response relationships off these minute events. In addition, he also failed to recognize how important those bonds can be. The second critism according to New World Encyclopedia is in regards to his behaviorist theories, specifically the concern of reductionism. Reductionism is when the nature of complex things is reduced to the nature of sums of simpler or more fundamental things (New World Encyclopedia Online, 2010). In correlation to Thorndikes theories of behaviorism, the mind, behavior, and stimuli in the environment are all interrelated. Thorndike had also proposed many influential techniques and methods that would influence schools and universities till this day. Thorndikes continued efforts on the improvements of institutions, allowed them to fundamentally maximize the learning process. In addition to his recognition in academic institutions, he was also recognized with many prestigious honors and awards in the areas of American and international science and education. However, one of his more prestigious awards is the Butler Medal. This was an award issued by the university where he practiced and formulated his theories of great influence. This award was given in recognition of his exceptionally significant contributions to the general problem of the measurement of human faculty and to the applications of such measurements to education (Joncich, 1968). Simply that goes to show and summarizes perfectly what a historical and contributional individual Edward Thorndike was to the field of Psychology. Throughout this paper we focused on a wide range of ideas and theories that Edward Thorndike contributed to Psychology as a whole. Since this paper went into specific detail and elaborated on a wide range of topics, it is essential to go back and summarize the basic overview of Edward Thorndikes learning theories and contributions. In an effort to bring together what was talked about and to bridge the gaps of uncertainty and or confusion the reader may have. As the paper progressed we looked at Thorndikes trial and error learning. How learning needs to occur in steps rather than all at once. This then lead us directly into several of Thorndikes laws which included the law of exercise, law of effect, and the law of readiness. The more you do something the more likely you will continue to do that behavior thus the law of effect and exercise. In order to enact on the previous two law the individual has to be ready to do so, thus, known as the law of readiness. We also went on to talk about a person as an individual and how people need to be looked at in an individualistic manner. This further correlated directly with how Thorndike proposed educational institutions should function. Finally, understanding the impact Thorndike has on some of the pioneering forms of intelligence testing both in the United States Army and in the classroom. Nevertheless, not forgetting the work Thorndike established in regards to the first ways to measure mental and social theories. A fundamental stepping stone that latter systems of measure would follow and build upon. Hopefully now it could be clearly seen why Edward L. Thorndike was such a contributional and influential individual to the field of psychology. Throughout his 55 year career researching and studying psychology, Thorndike wrote over 500 books and articles. More so, he wrote in a diverse way which encompassed ideas such as learning in fish, systems for measurement of mental and social data, and even right down to the aesthetic quality of urban life. This was all in addition to his work with cats in a puzzle box regarding trail and error learning, his research pertaining to the development of his book called Educational Psychology, and educational experience as a whole. To say the least, Edward Thorndike was far from a one dimensional person. He was taught by the great William James and J.M. Cattell. He taught scholars like Walter Bingham, R.L. Thorndike and L.S. Hollingsworth. Most importantly made a lasting impression on individuals such as David Wechsler and R.B. Cattell as well as you and I. Now looking at some of those names and the life that Thorndike made for himself, it could be understood why he is known as one of the greatest psychologist of his time. More importantly, paving the way for a better understanding on how and why his work has influenced and is still a part of the modern field of psychology. On August 9, 1949 Edward L. Thorndike passed away from old age. He left behind his widowed wife, Elizabeth Moulton who he wed in 1900 and his four children. This was not only a sad day for his family but for the field of psychology as well. They both knew that they lost a husband, a father and very significant scholar to the field of psychology. His legacy will never be forgotten and his contributions will continue to live on. Hopefully this paper has captured your understanding of his everlasting legacy.

Influence of Religion on Society during the Fifteenth and Sixteenth Cen

Influence of Religion on Society during the Fifteenth and Sixteenth Centuries The undeniable power, force, and influence of religion stand out throughout history. However, according to J. Michael Allen and James B. Allen in World History from 1500, in the fifteenth and sixteenth centuries, religion was exceptionally important, because it had a great influence on everything from government to social order and family relationships (16). Hundreds of years may separate these two time periods and the modern world, but the same positive effects of religion such as unity, security, and a social order are still basic ideals in today’s world. This is also true for the negative effects such as the conflicts that result in war and bloodshed, the separation of social classes, and the corruption throughout the church, especially the recent sex scandal in the Catholic church. In order to appreciate the impacts of religion during the fifteenth and sixteenth centuries the positive and negative effects of this era must be understood. During the fifteenth and sixteenth centuries, religion gave people a sense of belonging. Belonging to a church was important during this time because it gave people a sense of security and support. This was important because it made it much easier to deal with everyday problems and issues. For instance, diseases and death were extremely common during this time period, because of the lack of medicine and technology. So, religion played an extremely important role in giving people a â€Å"guiding light† to pray for support, health, and help. People also had a sense of spiritual protection in everyday life and also in the afterlife. With a sense of protection, they lived a life with less fear of d... ...o this period, giving people the background of such problems. Works Cited Allen, Michael J., and James B. Allen. World History from 1500. New York: Harper Collins, 1993. Conquest of Paradise. Dir. Ridley Scott. Perf. Gerald Despardieu, Armand Assante, and Sigorney Weaver. Bravo Special Presentation. Class Film. HSS-212-003. Fall Semester. September 12, 2002. Conquistadors. Dir. David Wallace. Narr. Michael Wood. Maya Vision. PBS Presentation, 7 Aug. 2001. Class Film. HSS-212-003. Fall Semester. September 19, 2002. Joan of Arc. Written by Micahel Alexander Miller and Ronald Parker . Dir. Christian Duguay. Perf. Leelee Sobieski, Chad Willett, Peter Strauss and Peter O’Toole. Class Movie. HSS-212-003. Fall Semester. 2002 Mary, Queen of Scots. Nar. Star Jones. A&E Special Presentation. Class Movie. HSS-212-003. Fall Semester. September 26, 2002.

The Taming of the Shrew Essay -- Shakespeare Plays Papers

The Taming of the Shrew In taking on the task of directing The Taming of the Shrew, Gregory Doran followed in a long line of directors that were faced with the challenge of how to mount one of Shakespeare's problem plays. The main issue of the play is how to deal with the brutal treatment of Katharine by Petruchio. It is male domination of the female through violence and starvation that eventual breaks Kate's will and tames her. The interpretive gesture reserved to the director is to decide how completely Kate becomes obedient to Petruchio and if she actually falls in love with him. There is also the general attempt to soften the harshness of the text through performance, using irony to soften the painful action taking place on the stage. Past productions have found varying ways of dealing with these issues to make the play digestible to modern audiences. Great liberty is usually taken with the text in order to justify the misogynistic overtones of the play. One major way of dealing with the issues of the play is done through the inclusion or exclusion of the induction. The play opens with the drunkard Sly being tricked to believe he is royalty, and the entirety of The Taming of the Shrew is a performance for his benefit. Its inclusion thus serves as a framing device that can distance the audience from the difficult parts of the show, as the audience is made conscious of the fact that they are only watching a performance. To exclude the induction makes the action on stage more real, it is not possible to disregard the story as mere theatrics. An example of the application of the induction is the John Barton production in 1960, with Peter O'Toole as Petruchio. The cut scenes featuring commentary from Sly from The Tamin g of a ... ...o. It is clear that Doran didn't see the production about a battle of the sexes, but instead as a love story between two people who have difficulty relating to all others around them. Both Kate and Petruchio are reconceived as insecure people who are only very strong willed in order to hide their fears of their inadequacies. Doran found motivation for the actions of the play that were based on text to create a unique view of the characters. Holderness, Graham. Shakespeare in Performance: The Taming of the Shrew. Manchester University Press. Manchester. 1989. Holland, Peter. English Shakespeare: Shakespeare on the English stage in the 1990s. Cambridge University Press. United Kingdom. 1997. Spencer, Charles. Funny, touching - and shrewd. London Telegraph. April 2003. Thompson, Ann. The Taming of the Shrew. Cambridge University Press. United Kingdom. 2003.

Constantine the Great :: History

Constantine was born in Naissus on 27 February in AD 285. He was the son of Helena, an inn keeper's daughter, and Constantius Chlorus. Constantine became a member of the court of Diocletian when his father, Constantius Chlorus was elevated to the rank of Caesar. He proved an officer of much promise serving under Diocletian's Caesar Galerius against the Persians. Later on, He was leading a battle against Maxentius, and on his way to rome, he saw a flaming cross in the sky that said â€Å"By this sign, thou shall conquer.† The next day his army was victorious against the more numerous army. Constantine saw this victory as directly related to the vision he had had the night before. Henceforth Constantine saw himself as an 'emperor of the Christian people'. With his victory over Maxentius at the battle of Milvian Bridge, Constantine became the dominant figure in the empire. The senate warmly welcomed him to Rome and the two remaining emperors, Licinius and Maximinus II Daia could do little else but agree to his demand that he henceforth should be the senior Augustus In this position, he ordered Maximinus to cease his repression of the Christians. Despite this turn toward Christianity, Constantine remained for some years still very tolerant of the old pagan religions. As time went on Constantine should become ever more involved with the Christian church. He appeared at first to have very little hold of the basic beliefs governing Christian faith. But, gradually he became more acquainted with them, So much so that he sought to resolve theological disputes among the church itself. This willingness to resolve matters through peaceful debate showed one side of Constantine, and his brutal enforcement of the decisions reached at meetings showed the other.

Explain the Potential Effects of Five Different Life Factors on the Development of an Individual Essay

In this assignment i am going to be taking about life factors that would effect a child, these factors include; genetic factors, biological influences before birth, enviromental influences, social- economic factors and lifestyle. The first is Genetic factors these are factors that would be inherrited by the child from the mother and father. There are a lot of different illnesses/ diseases that can be inherited from the parents such as; cystic fibrosis, coeliac disease, asthma, brittle bone disease and a lot more. These are passed to the child through their genes. If one of these illnesses are passed on to the child like brittle bone disease then this will effect the child in a negative way because they might not be able to do things properly when they are older, like sports and exersize. It would limit their oppertunities and stop them from doing things that they would later want to do. This is because if they have brittle bone disease then the persons bones would be really weak and could easily break, the bones were developed with a less amount of protein called collagen. The second is Biological influences before birth, this includes the thing that the mother of the child does while she is pregrant that would effect their babyies before being born, could be if the mother decides to smoke, take drugs, have a bad diet or drink large amounts of alcohol at one time. For example if the mother drinks durning pregrancy then this would have a negative effect on the babys development and could cause it to have foetal alcohol syndrome. A child born with foetal alcohol syndrome can be smaller, they could also have learning disabilities and heart defects. The third is Enviromental influences is the enviroment that the mother and child are living in and have been brought up in. Pollution can make people very ill, it can cause lack of brain development in small children. It can also cause people to have life threatening diseases such as cholera. The next factor is socio-economic factors this is to do with the income of your house hold . This factor can have a major effect on a persons quality of life. The main sources of income are wages from employment, benefits from the goverment, interest from bank accounts, the amount of money coming in to the house hold will be different depending on these factors. The main groups of people that live on very little money are older people,disabled people, lone-parent families and the unemployed. For example f the main earner in the family is disabled then they wont be able to work. This wil effect the wages from employment so the family will have a lower overall income. The last factor that i am going to be talking about is lifestyle. This includes how healthy and active an individual person is, a lifestyle is something that you choose, your choices and you influences. The use and mis use of substances, such as alcohol, drugs and smoking. If you mis use these substances then this can drastically changes your lifestyle and also the people around you.

Developing Brand Positioning Strategy for Canadian Club

Developing Brand Positioning Strategy for Canadian Club Whiskey [pic] Developing branding strategy for Canadian Club A. Assess and fully critique the success of Canadian Club’s repositioning strategies used in the case. Use brand theories and concepts to evaluate the company’s branding strategies listed in the case. According to Keller(1993) the effective brand positioning gives a brand a competitive advantage or â€Å"unique selling proposition† that determines a reason why consumers are buying this product or service (Keller, 1993).Similarly, Kay (2004) argues that brand’s strength depends on its successful positioning within consumers’ mind. Furthermore, it is claimed that strong brands should possess â€Å"difference† and â€Å"consistency†, however the difference should be meaningful for consumers. In the case of Canadian Club whisky it aimed to differentiate its quality and uniqueness through exciting advertising campaigns such a s â€Å"Adventure Series†, â€Å"Hide A Case†, â€Å"CC Find-A-Case Challenge† or â€Å"Damn Right Your Dad Drank It†. Also, Keller (1993) claims that brand knowledge consists of brand awareness and perceived brand image among consumers.Brand image is further divided into favourability, strength and uniqueness of brand associations. Therefore, in the case of Canadian Club a brand image is conveyed through unique and distinctive experiences that consumers associate with a brand. For example, introduction of â€Å"Adventure Series† advertising campaign in 1920s aimed to increase CC’s global sales whilst showcasing print ads of travellers going to remote locations all over the world and performing brave actions. After that they were relaxing with a glass of CC.As a result a brand’s image is distinctive from the category as it appeals to its target audience as a unique and exclusive drink associated with adventures. Also, it benefits cons umer experientially. In addition, Keller (1993) claims that developing a brand equity requires four value stages: marketing program investment, customer mind-set, market performance and shareholder value (Keller, 1993). Furthermore, marketing program should be clear, relevant, distinctive and consistent throughout all the marketing communications.For example, CC introduced â€Å"Hide-A-Case† campaign in 1967 which aimed to challenge drinkers to search for bottles of Canadian Club kept hidden at remote locations all over the world. CC cases were hidden in places such as the Swiss Alps (Switzerland), Mt. Kilimanjaro (Tanzania), Angel Falls (Venezuela) etc. Therefore, the campaign was interactive and engaging which is another distinctiveness for the category. Also, the campaign was communicated through the hints of where to find CC cases published in magazine ads or sport pages in daily newspapers.Therefore, it was relevant for targeted audience and consistent throughout all the communications. Other campaigns involved â€Å"CC Find-A-Case Challenge†(1981) and â€Å"Find A Case Challenge†(2004) which were similar to earlier launched â€Å"Hide-A-Case† campaign, however CC cases were hidden in locations such as in Death Valley in California, on top of a skyscraper in New York City, etc. Also, the campaign involved a form of contest where teams were participating in 7 different fun-filled events or games assessing their physical and mental skills like CC Poker Run, Roll the Barrel, CC Hockey Challenge etc.The winning team was awarded of US 10000. Hence, all these campaigns were interactive, engaging and communicating brand’s uniqueness and exclusivity to the target audience. However, due to failure to address declining sales in 1990s the company had to develop new repositioning strategy for a brand. Therefore, they launched â€Å"Damn Right Your Dad Drank It† campaign aiming to expand their target audience into young male d rinkers. The campaign was based on nostalgia branding concept. According to Kay (2006) reviving brands is a viable strategy.Furthermore, it is claimed that retro branding or nostalgia branding is where perception towards brand depends upon consumers’ nostalgic leanings can be a powerful management option (Kay, 2006). Similarly, Kessous and Roux (2002) argue that nostalgia can be used to reposition company’s product in the market and differentiate it through creating emotional appeals to the consumers of their past experiences (Kessous, 2002). Therefore, nostalgia is defined as a preference towards objects (people, places or things) which were common when one was younger.The nostalgia can be further classified into â€Å"first-time nostalgia† and â€Å"long-standing nostalgia†. However, nostalgia branding is usually used within confectionary or sweets market which is why pursuing this type of strategy for Canadian Club whisky was criticised as being risky. Furthermore, whisky category itself is viewed as drinks for mature and old consumers and there was a threat to strengthen this image even more whilst using nostalgia branding. However, the campaign succeeded as it was relevant to the target audience (young males) and consistent to its brand image as it provoked masculinity and stylishness.Also, it was consistent through all the marketing communications such as billboards, point-of-sale items, radio advertising, out-of-home advertising, in-market events, and experiential elements. In addition it was distinctive to the usual category’s advertising campaigns that usually consisted of stereotyped â€Å"sex sells† ads playing on hot chicks and smoking’ bods or â€Å"James Bond† appeal. Finally, the brand’s image and values were clearly communicated through the campaign. Therefore, nostalgia branding enabled company to reposition itself from being an exclusive and sophisticated drink into more of a mass market product.Finally, Shamma (2011) claims that total brand equity consists of product and corporate brand equity which depends on company’s market, social and financial performance. Furthermore, there is a positive relationship between company’s corporate brand and socially responsible marketing and total brand equity (Shamma, 2011). Similarly, Grace and King (2011) talks about employee brand equity, which is the result of positive and productive employee brand-related behaviour and is strongly linked with brand’s strength (Grace and King, 2011).In contrast, Kay (2004) argues that corporate branding differs from product and service branding as it is aimed at different target audiences. For instance, corporate branding usually targets company’s shareholders and employees whereas product and service branding is focused on consumers who are not really interested in corporate brand identity (Kay, 2004). However, it is also claimed that some companies, esp ecially those that started as niche businesses that appealed to small segments of socially conscious customers succeeded in creating strong and distinctive corporate brands.Referring to CC and Jim Beam corporation consumers are not that concerned about company’s overall image, however introduction of corporate social responsibility and socially responsible marketing could enhance employees’ satisfaction and therefore employee brand equity. B. You have assumed the role of, Brand Manager for Canadian Club. Develop a brand positioning plan to strengthen the Canadian Club brand for the next three years (2014-2017). Suggest a variety of branding strategies that are appropriate for the brand’s identity and target market.Use current research about the brand and the whiskey industry prior to answering this part of the assignment. Use theory to justify your arguments! Canadian Club whiskey belongs to UK spirits market which was estimated to be worth ? 11. 09 bn. at curre nt prices in 2011 (Keynote, 2012). The UK spirits and liquors market is expected to grow by 16. 4% reaching a value of ? 13. 42bn in 2016. Thus, there is an opportunity for Canadian Club to further increase and strengthen its share of market. Canadian Club whiskey is a prestigious brand owned by Beam Global Spirits & Wine Corporation which is US-based company.It also owns brands such as Jim Beam, Courvoisier and Tequila Sauza. Since 1920s Canadian Club differentiated itself as a high quality, exclusive whisky offering experiential experience for its drinkers. Its current target market is those from legal drinking age to 34, however company is looking forward to strengthen its appeal among younger consumers in order to capture their life-time loyalty (Twiss, 2012). Referring to its main competitors the direct competitors are Diageo’s Johnnie Walker scotch whiskey and Jack Daniels â€Å"Tennessee Whiskey†.Diageo is a leading distiller which currently owns more than 35% o f the spirits and liquors market globally and is expanding to emergent markets such as India and Asia (BBC, 2013). It also owns brands such as Smirnoff Vodka and Gordon’s Gin. Furthermore, Scotch whiskey is the leader of whiskey category in UK and worldwide and its exports were worth ? 4. 23bn in 2011 (BBC, 2013). However, there is an increasing trend among younger consumers to choose vodka and other â€Å"white† spirits to mix them in their cocktails.Therefore, in order to sustain and increase its market share Canadian Club needs to tackle competition arousing not only from â€Å"dark† spirits but also from â€Å"white† spirits such as vodka, rum, gin etc. Referring to category’s recent adverts Johnnie Walker Scotch whisky (Diageo) launched a new global advertising campaign in September 2012 entitled â€Å"Where Flavour is a King†. The campaign uses facebook application to educate users about different flavours that make up each Johnnie Wal ker label (MarketingWeek, 2012).Meanwhile, Jack Daniels â€Å"Tennessee Whiskey† has recently introduced their â€Å"Legend† campaign where it is positioned as a whiskey of â€Å"Rock & Roll† era (International Business Times, 2013). On the other hand, Canadian Club recently introduced its â€Å"Beer fairies† campaign in Australia featuring unattractive beer drinker possessing all the negative traits associated with beer drinking. The campaign seeks to position CC as a refreshing alternative through the use of parody and provocative advertising (Campaign Brief, 2012).Furthermore, it introduced â€Å"Join the Club† campaign where company’s CEO is represented as a brand ambassador and is sharing his â€Å"Whiskey wisdoms† with consumers about masculinity and manhood. It is evident that several classic liquor companies have been recently using manly images in order to appeal to growing macho men population. For instance, John Jameson and its campaign â€Å"legend of John Jameson† with images of its founder arm-wrestling or Canadian Wiser’s whiskey and its â€Å"Wiserhood† campaign featuring a â€Å"society of uncompromising men† who applaud any man who resists an occasion that threatens his manhood (Krashinsky, 2012).Also, many of spirits and liquor companies are incorporating social media when creating a branding strategy in order to target younger and more affluent audience. For instance, Canadian Club whiskey fans are encouraged to share their â€Å"Whiskey Wisdoms† on facebook in order to get an access to exclusive content, invitations to local events and wisdom (Lukovitz, 2012,). Similarly, Smirnoff promoted its Vodka Ice drink through social media whilst encouraging fans to participate in a drinking game and share experiences and photos on facebook page.According to Avery and Fournier (2011) open source branding is a new concept in marketing where a â€Å"brand is embedded in a cultural conversation such that consumers gain an equal, if not greater, say than marketers in what the brand looks like and how it behaves† (Fournier, 2011, pp. 194). It is enabled through social media technologies such as blogging, video sharing, social bookmarking, social networking, and community platforms (Fournier, 2011).Furthermore, it is evident that engaging with the â€Å"right† individuals through social media platforms can help to promote word-of-mouth for a brand, spread brand knowledge, generate sales and increase return on investment (Kumar, 2012). However, since the marketers do not have so much control on the overall brand’s image in open source branding social media can also have a negative impact on brand’s equity.Therefore, it is claimed that when incorporating social media in their marketing activities companies should take into consideration four powerful and challenging Web-enabled themes: The Age of the Social Collective, The A ge of Transparency, The Age of Criticism, and The Age of Parody (Fournier, 2011). Referring to social collectiveness it is evident that online communities provide an opportunity for in-depth discussion of shared interests among consumers, therefore strengthening group bonds. Also, some of the companies developed their business models based on social collectiveness concept.For instance, Groupon offers a variety of daily deals for restaurants, spas, massages and other activities for its members but offers are valid only if enough people sign up to receive them (Fournier, 2011). The Age of Transparency and The Age of Criticism claim that due to significant technology changes the news and opinions about particular brand spread very fast and can have a significant impact on brand equity (Fournier, 2011). For instance, due to transparency BP recently experienced a fiasco with its leaking Deepwater Horizon oil rig.The news had a significant impact on negative brand’s reputation as B P was pursuing an image of the environmentally-friendly petroleum company and was developing activities to strengthen this image. Similarly, there is a power of disappointed company’s internal employees revealing market’s and firm’s secrets to a wider public that can damage company’s image. Criticism enabled through social media technologies can also have a great impact on company’s brand equity even if a small number of consumers is complaining. For instance, when introduced its new product formulation called Dry Max,Pampers had to deal with a negative impact arousing from consumers who claimed that a product caused diaper rash and was not suitable for consumers. Finally, The Age of Parody refers to online users’ view of social media being a pastime or a source of entertainment. Therefore, it is not surprising that many companies are trying to grab consumers’ attention through creating funny and interactive campaigns that go viral. H owever, the difficulty is to evaluate the impact and reach of these campaigns. Another recent trend in social media applications is mobile marketing and mobile social media.With increasingly powerful mobile devices, many social media applications have gone mobile in order to reach customer instantly without any time or location limitations (Kaplan, 2012). Thus, mobile marketing is defined as â€Å"any marketing activity conducted through a ubiquitous network to which consumers are constantly connected using a personal mobile device† (Kaplan, 2012, pp. 130). In contrast, mobile social media is defined as a â€Å"group of mobile marketing applications that allow the creation and exchange of user-generated content† (Kaplan, 2012, pp. 31). It is also claimed that mobile social media applications can be classified according to users’ time and location sensitivity. For example, quick-timers involve transfer of traditional social media applications to mobile devices to increase immediacy such as posting Twitter messages or Facebook status updates. In contrast, space-timers involve exchange of messages with relevance for one specific location at one specific point-in time, for example Facebook places, Foursquare and Gowalla.Space-timers are the most sophisticated form of mobile social marketing applications as user’s participation does not primarily depend on user’s monetary motivation. According to the theory the increasing willingness to check in certain locations through Foursquare can be explained through self-presentation and self-disclosure concepts, and impulsiveness theory which claims that individuals often struggle between displaying long-term control and giving into short-term temptations (Kaplan, 2012).Therefore, lots of companies are collaborating with Foursquare to promote their sales and discounts, develop relationships and loyalty programs. Furthermore, it is estimated that by 2020 a mobile device will be the primary Internet connection tool for most people in the world (Kaplan, 2010). However, when integrating mobile social marketing applications companies should also make sure that it is integrated into the lives of consumers, offered activities or promotions are individualized according to each user’s preferences and interests and users are involved through engaging in conversations.Otherwise, it can become intrusive, annoying and threaten personal privacy. Nevertheless, mobile marketing provides high rate of personalisation, interactivity, low cost of reaching large audience at the right time at the right place, immediate, one-to-one communication, does not depend on time and space etc. Hence, followed the benefits of increased brand awareness and sales through social media and mobile social marketing applications here are proposed brand positioning strategies for Canadian Club 2014-201 Strategy OneFirstly, a new brand positioning campaign called â€Å"Canadian Club-Unexceptional Qua lity† will be launched in September 2014. A campaign will focus on promoting major brand’s assets quality and exclusivity in order to capture wider audience. The main company’s strategy will be to use facebook application to educate users of brand’s quality and suitability for various occasions in order to increase the usage. It will involve posts of various taglines such as â€Å"There’s no better way to impress a woman than†¦ Canadian Club-Unexceptional Quality† or â€Å"To be well groomed is an exception†¦Canadian Club is Unexceptional! † in order to strengthen marketing communications message. The campaign is also going to encourage users to post and share photos of various occasions when CC can be consumed. This way brand tries to engage with audience whilst suggesting that CC is not only old men drink and can be consumed during various occasions. Additionally, in order to boost users’ confidence and strengthen th e relation between brand’s image and quality the campaign will provide tips on their facebook page for exclusive Canadian Club consumers of how to best dress up when drinking Canadian Club.These tips will only be accessed if users liked a page. This campaign’s aim is to engage users in open and active conversations about the brand and its quality, as well as increase awareness. The campaign will be supported by billboards, radio and youtube videos. Strategy Two Secondly, since company aims to target younger audience in order to capture their life-time loyalty the use of mobile social marketing is essential. Therefore, it is suggested to develop a mobile application that either engages, interacts or benefits consumer.Furthermore, many of the companies nowadays collaborates with mobile social media applications such as Foursquare in order to generate users’ word-of-mouth, facilitate sales promotions and discounts or develop relationships through loyalty programs. Hence, Canadian Club will use foursquare website to promote brand’s image and increase sales. Therefore, users will be encouraged to check-in at five high class luxurious bars, restaurants or hotels listed on Canadian Club’s foursquare web page in order to get a 40% discount for a suit for upcoming occasion from a local high quality retailer.The check-ins should be followed by user’s comment about Canadian Club’s exceptional quality and shared on facebook with his friends. The number of discounts will be limited and the promotion campaign will run until all the discounts will be given away. Users will be updated of the remaining promotions on Canadian Club’s facebook page and personally reminded how many more locations they need to check-in if entered a competition. The campaign firstly will be tested in US and then adopted in emerging markets such as India, China, Russia. Some adjustments will be made if needed to adapt to local market. Conclusion sFor decades Canadian Club whiskey was known for its exclusivity and unexceptional quality. A brand always tried to differentiate itself from competitors whilst launching various interactive and exciting advertising campaigns that were unusual and innovative for the category. Therefore, when suggesting different brand positioning strategies for 2014-2017 Canadian Club should remain enforcing its distinctive image and promoting high quality in the market. Hence, a number of social media and mobile social marketing strategies were suggested in order to capture younger users’ attention and build life-time loyalty towards the brand.For instance, the use of facebook application to educate users about Canadian Club’s high quality and suitability for various occasions is suggested, which will increase brand’s awareness whilst engaging in users’ conversations and encouraging them to share comments and photos. Also, due to increasing number of mobile applicationsà ¢â‚¬â„¢ users and forecasts of mobile phone becoming as a primary internet connection tool marketers should pay a great attention into mobile social media marketing when developing a brand positioning plan.Therefore, a Canadian Club’s collaboration with Foursquare website was advised in order to grab consumers’ attention, spread word-of-mouth and increase sales whilst asking users to check in at 5 high class listed locations to get a 20% discount for a high quality suit from a local retailer. Overall, both of these strategies will allow Canadian Club to position itself as high quality and suitable for various occasions drink among younger consumers and will help to achieve a competitive advantage through the use of mobile social marketing. References E-jounals: Fournier, S. , 2011.The uninvited brand. Business Horizons, [Online]. 54, 193-207. Available at:http://www. sciencedirect. com/science/article/pii/S0007681311000024  [Accessed 02 March 2013] Kaplan, A. M. , 20 10. Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, [Online]. 53, 59-68. Available at:http://www. sciencedirect. com/science/article/pii/S0007681309001232  [Accessed 03 March 2013] Kaplan, A. M. , 2012. If you love something, let it go mobile: Mobile marketing and mobile social media 4Ãâ€"4. Business Horizons, [Online]. 55, 129-139. Available at:http://www. ciencedirect. com/science/article/pii/S0007681311001558  [Accessed 06 March 2013]. Kay, M. J. , 2006. Strong brands and corporate brands. European Journal of Marketing, [Online]. 40, issue 7, 742-760. Available at:  http://www. emeraldinsight. com/journals. htm? articleid=1562577&show=abstract[Accessed 11 March 2013] Keller, K. L. , 1993. Conceptualizing, Measuring, and Managing Csutomer-Based Brand Equity. Journal of Marketing, [Online]. 57, 1-22. 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Integrating Product and Corporate Brand Equity into Total Brand Equity Measurement. International Journal of Marketing Studies, [Online]. 3, i ssue 1, 11-17. Available at:http://scholar. google. co. uk/scholar? q=Integrating+Product+and+Corporate+Brand+Equity+into+Total+Brand+Equity+Measurement&btnG=&hl=en&as_sdt=0%2C5&as_vis=1[Accessed 14 March 2013] Websites and Industry Reports: Campaign Brief. 2012.Canadian Club hires comic legend John Cleese to poke fun at ‘beer fairies' in new campaign set to launch tomorrow via The Works, Sydney. [ONLINE] Available at:http://www. campaignbrief. com/2012/04/canadian-club-hires-comedian-j. html. [Accessed 05 March 13] Fraser, D. 2013. How Scotch whisky conquered the world. BBC News. [ONLINE] Available at:http://www. bbc. co. uk/news/uk-scotland-20946411. [Accessed 15 March 13] Joseph, S. 2013. Johnnie Walker launches first umbrella brand campaign. [ONLINE] Available at:http://www. marketingweek. co. uk/news/johnnie-walker-preps-umbrella-brand-campaign/4003702. article. Accessed 11 March 13] Key Note (2012) Spirits and Liquors Market 2012. Hampton: Key Note Krashinsky, S. 2012. M ustache marketing: Selling ‘whisky wisdom’ to younger drinkers. [ONLINE] Available at:  http://m. theglobeandmail. com/report-on-business/industry-news/marketing/mustache-marketing-selling-whisky-wisdom-to-younger-drinkers/article5508749/? service=mobile. [Accessed 05 March 13] Lukovitz, K. 2012. Canadian Club Intros â€Å"Join the Club† Campaign. Marketing Daily. [ONLINE] Available at:http://www. mediapost. com/publications/article/188057/canadian-club-intros-join-the-club-campaign. html#axzz2O2P5U9uX. [Accessed 14 March 13]