History of Television Essay

Television Broadcasting Malaysian television broadcasting was introduced on 28 December 1963. Color television was introduced on 28 December 1978. Full-time color transmissions of grand launched until officially inaugurated on New Year’s Day 1982. There are currently 8 national free-to-air terrestrial television stations in Malaysia and 2 national pay subscription television stations in Malaysia. Out of eight television channels, four of them are available in Sabah and Sarawak, and the other four are available only in Peninsular Malaysia.Transmissions in Malaysia were black-and-white until 28 December 1978. First stereo audio broadcasting was introduced in 1985 by TV3.Five out of eight channels does not have 24-hour schedule. 24-hour television was introduced in Malaysia between 13 to 16 May 1989 on TV1. The first 24-hour broadcasting in Malaysia was introduced in 2007 by TV2. Local Programming RTM had local programmings in each state until 1984, and those local stations had been replaced by relay of RTM1. RTM1 had 1 hour of local programming between 1984 to 1992. Today, RTM broadcasts the same version nationwide except in Sarawak and Sabah, which still have some local programmings. RTM have plans to re-introduce the local channels after digital switchover. The local channels had the name RTM and state name, for example RTM Pinang for Penang. Each channel had its own schedule and broadcasting hours, and some programs relay from RTM1 and RTM2 (usually news programs and government programs). Between 1984 to 1992, the local programmings was around 5:00pm on RTM1. For the new local channels, the broadcasting hours are currently unknown. Today, RTM still broadcasting radio in local, but television in national.

“5th grade autobiography” and “the writer” Essay

Both Dove’s and Wilbur’s poems are written from the perspective of an older writer looking back at youth. Although in â€Å"5th Grade Autobiography† the author writes of her own youth from a first person perspective whereas the in â€Å"The Writer† the author writes about his daughter’s youth from an outside perspective, both wonderfully impart the blissful feeling of childhood through vivid descriptions of the soft and pleasant nuances that make childhood so blissful. Rita Dove shows us her  world through the lens of a fifth grader. She envies her older brother despite the fact that he is depicted as young and inexperienced, shown by his poor choice to squat in poison ivy. Her grandparents have a very strong presence and are given just as lively a role as her young brother. Pictures of luminous felines come to mind when she describes her grandmother, a youthful and vibrant staple in her world. Grandfather smells of lemons, a bright, zesty, lively smell, and is imprinted in her life memories of Christmases. Richard Wilber manages to conjure a similarly blissful/childish world encompassed by the sounds of a typewriter, beautiful linden windows, and the majestic and dreamlike positioning of his daughters room. He pulls us further into this blissful illusion by using words and descriptions alluding to a ship, drifting into the deep open water away from the rest of the world. After bringing us into the peaceful settings of a child’s world, both authors send us plummeting into deep thought. Dove does so by abruptly letting us knowthat this grandfather is no longer alive but his memory or â€Å"hands† still exist in our  minds as it did when it was written in this 5th grader’s autobiography. What does this say about her grandfather’s existence and death? Perhaps that recording it through a photo or even the writing of a 5th grader, it has become eternal. This pushes us to think about the sheer power of writing our thoughts and experiences down on paper. Richard also makes us consider the strength and power that writing has even for youth. The setting of his daughter’s writing turns into the prison trapping the delicate starling. The heart-wrenching struggle of the songbird to free itself from the  confines of the room, smashing its delicate body against the window until it finally slips free, it equated to the daughters struggle to get her words on the page. The young writer continuously pauses her finger-smashing to collect herself and continue on in her writing, similar to the bird repetitively picking up and trying again to find freedom. The humped and bloody bird is seen as his daughter, fighting with all its life force to free itself from the constraints we humans feel as writers until we finally break free, the same struggle his daughter faced in that very room.

Financial Ratio Analysis: Daimler Group and Bmw Group Essay

Abstract In this report, we calculate and compare the financial performance between Daimler Group and BMW Group in two financial years 2010-2011. The objective is to analyse the financial performance of both groups and identify our company’s position, thus suggesting the potential areas for improvement for our company. I) Introduction In this report, we analyse and compare the financial performance between BMW Group and Daimler Group in 2010 and 2011 using financial ratios analysis. The BMW Group and Daimler Group are two of Germany’s largest industrial companies and are among the most successful car and motorcycle manufacturers in the world. By doing comparisons, we will be able to identify the financial position and the potential areas of improvement for our firm. All the figures were taken from the firms’ annual reports. II) Financial Ratio Analysis Financial ratios for BMW Group and Daimler Group are provided below. 1) Profitability The ROCE ratio measures how well the business has used the capital invested to generate profits while the ROE indicates the business’s ability to generate profits using shareholders’ funds. The GPM indicates how much a company earns taking into consideration the cost of sales. The NPM shows the amount of each sales dollar left over after all expenses have been paid. Both groups have achieved significant increase in revenues in 2011 leading to improvements in all profitability ratios comparing to 2010. Both firms have been more efficient in using its resources to generate returns, where both ROCE and ROE ratios have showed significant increases in 2011. It is also worth noticing that despite having higher GPM for both years, Daimler’s NPM figures were lower than that of BMW, indicating that Daimler has higher operating expenses than BMW. Overall, BMW has performed better than Daimler in terms of profitability. 2) Efficiency Efficiency ratios are typically used to analyse how well a company uses its assets and liabilities internally. The sales revenue to capital employed ratio indicates how well the organization used the capital invested in the business to generate revenue for the company as whole. Both companies have experienced an increase in the revenues over the past two years but both companies haven’t experienced an increase in the asset turnover ratio. It has increased with BMW probably as a result of the reduction in the non-current liabilities. The opposite has occurred with Daimler Group most likely as a result of the massive increase in the non-current liabilities. This ratio can be further explained using the sales revenue to non-current assets and sales revenue to working capital ratio. The sales revenue to non-current assets ratio measures how well the managers invested the non-current assets of the company to generate revenue for the growth of the business. This ratio has most definitely been affected by the investment in new non-current assets by both groups but Daimler has managed to use these assets to generate more revenue than BMW but still has used its new non-current assets efficiently to generate a sales revenue which would in turn lead to a ratio higher than the previous year’s ratio figure. The sales revenue to working capital explains how well the company is using its working capital to generate sales revenue. It is one of the best ways to watch the changes in cash overtime, this is important because the company needs cash to operate. Daimler has experienced a significant decrease in this ratio and BMW, the opposite occurred. This could be as result of fluctuations in the current assets and liabilities of both companies. The inventory turnover period ratio measures the length of time stock is held within the business. Both companies are now holding stock for longer than they did in 2010. It takes Daimler 77 days to sell its products while it takes BMW 65days. Both results are quite high but BMW has an advantage. This means that BMW has fewer inventories in store than Daimler at the end of the year, which means lower holding costs for BMW. The trade receivables period ratio calculates how long it takes the company to collect payments from its customers. A business will naturally be concerned with the amount of funds tied up in trade receivables and try to keep this at a minimum as it can have a significant impact on the cash flow of the business. This has not changed much for both companies over the past two years but has increased slightly for BMW in 2011. Daimler has more funds tied up in trade receivables. The trade payables period indicates how long it takes the company to pay its suppliers. Most companies would prefer this to be as long as possible but this can be taken to far and result in the loss of goodwill of suppliers. Both groups have managed to increase the period it takes them to pay their creditors. Both companies take a longer period to pay their suppliers than it takes for their debtors to pay what they owe. This shows a good cash flow movement for both companies. The operating cycle is expressed as an indicator of management efficiency. It has three components of inventory turnover period, trade receivables period and trade payables period. These come together to form the complete measurement of operating cycle days. This hasn’t changed for Daimler over the past two years and has increased slightly for BMW. It takes BMW a shorter period to generate revenue from its purchase of inventory than it takes Daimler. 3) Liquidity Liquidity ratios attempt to measure a company’s ability to pay off its short-term debt obligations. In general, the greater the coverage of liquid assets to short-term liabilities the better it is, because it gives a clear signal to whether a company can pay its debts that are due in the near future and still be able to fund its ongoing operations. The current ratio measures a company’s ability to pay back its short-term debts in short notice. The acid test ratio is similar to the current ratio except does not include inventory and prepaid expenses as assets but only those that can be turned into cash easily. Therefore, it measures the firm’s ability to pay its current obligations immediately. Comparing the two companies, those figures are quite similar. As for manufacturing companies like Daimler and BMW, current ratio of/more than 1 is desirable. Both companies did manage well to achieve the target figures in both years. Changes in the ratios between two years are not significant, but it is worth pointing out that Mercedes showed a small improvement in liquidity (from 1.07 to 1.22), whereas BMW got a minor decline (from 1.08 to 1.04). Although the acid test ratios falls below 1 in both years for both firms, thus both firms are unable to pay back its short term debts immediately, it does not necessarily mean that it will go bankrupt – as there are many ways to access financing – but it is definitely not a good sign. In general, Daimler’s current and quick ratios showed a slightly better liquidity position, comparing to BMW’s. In fact, liquidity ratios are remarkably affected by the company’s working capital management. That is why we should examine some working capital figures to fully analyze two companies’ liquidity circumstances. The Cash Conversion Cycle (CCC) is similar to the Operating Cycle. While the parts are the same – receivables, inventory and payables – in the CCC, they are analysed from the perspective of how well the company manages its cash, as opposed to their impact on operational capital assets. The CCC measures the number of days a company’s cash is tied up in the production and sales process of its operations and the benefit it gets from payment terms from its creditors. The shorter this cycle, the more liquid the company’s working capital position is. In general, both firms have taken longer to shift their stocks, receive payments and pay out their creditors in 2011 comparing to 2010. This trend could mean the demand for the firms’ products has been decreasing. Moreover, BMW performed better than Daimler with all of its figures being noticeably lower in both years. Therefore, the CCC of BMW is considerably lower than that of Daimler. Apparently, we can see that both companies had reasonable figures and good working capital management. Yet, overall, BMW seemed to have performed better than Daimler, as the processes were faster. 4) Solvency Gearing measures the proportion of a company’s finance which is provided from external sources. In theory, the higher level of gearing, the riskier the business, since interest and repayment of debts must be paid regardless of the situations. However, gearing can be a financially sound part of a business’s capital structure, especially if the business has strong, predictable cash flows. Both companies have had a consistent gearing ratio of about 65% (for BMW) and about 55% (for Damlier Group) over the course of 2 years (2010 and 2011) which states that the companies are highly geared. Debt Equity Ratio is the ratio of the debt that a company has to the its shareholders’ equity. A higher the percentage means that a company is using more leverage and has a weaker equity position. Optimally the debt equity ratio of a company should be 1. For most companies, the ratio is usually between 1.5-2. The debt equity ratio of BMW shows a slight fall this year and a slight increase in the case of Daimler Group. BMW’s gearing ratio and debt to equity ratio indicate that BMW is more leveraged than Daimler. Interest cover ratio is used to determine how easily a company can pay interest on outstanding debt. There has been a good amount of increase in this ratio in BMW as well as in Daimler Group as it can be seen above. It can be said that the profit of BMW was 8.5 times and 6.94 times (for Daimler) greater than the amount of interest that it incurred on its respective outstanding debts. A higher interest cover ratio indicates that the business is easily able to meet its interest obligations. Usually any interest coverage ratio higher than 1.6 is considered safe which leaves us to the conclusion that BMW and Daimler Group both are safe companies in matters of Interest payable on outstanding debt. III) Conclusion The 2011 financial year was an excellent one for the Daimler where sales volume, revenue and earnings figures all significantly improved. Daimler Group should control its operating costs and continue to invest in R&D to maintain and improve its profitability levels. It could also further improve its efficiency by better managing the Operating Cycle. In this paper, we have illustrated relationships between different aspects of the firms’ operations and provided relative measures of the firms’ conditions and performance. By comparing two similar firms in the same industry in two years, we have found that BMW has performed slightly better than our firm (Daimler) despite being more leveraged. However, the financial ratios are pure mathematics and do not take into account other aspects of the business, therefore, users should approach them with caution.

Symbolism in The Eyes of the Dragon by Stephen King Essay

Symbolism in The Eyes of the Dragon by Stephen King - Essay Example Mostly fairytales apart from the original story have to tell the other stories as well. The writers of the fairytales use some symbols to take the simple narrative to a higher level where it unravels some cosmic realities. Symbol is something which stands for something else. Generally concrete objects are used as symbols to conceptualize the abstractions. Symbols are born out of the connotative meanings of the words and are used by the skilled writers to highlight the abstract concepts. The novel The Eyes of Dragon, though apparently a fairytale, employs certain symbols and involves archetypal characters like Flagg (the incarnate evil: the offspring of the infernal serpent). The very age of Flagg suggests that he is more than a human character. The timelessness he enjoys makes him a symbolic character. Peter represents the archetypal innocent hero always beguiled by a near one (Thomas). Archetypes are actually the symbols that recur in literary depiction and are the offspring of huma n unconscious. Northrop Frye () and Jung contend that human unconscious has a stock of images or symbols that are shared by all and have some sort of cosmic significance. The symbol of Eyes of the dragon is a stock symbol used traditionally to distinguish between good and evil. Koch (2003) declares that The Symbol of Dragon’s Eye belongs to ancient Germanic tradition. ... It also stands for balance of power, love and wisdom. In King’s novel it relates to the mystery and also acts as the crystal ball through which u can see the see the truth. Thomas sees Flagg poisoning his father through Eyes of dragon. Thomas heeded Flagg's advice not to go often, but he did use the passageway from time to time, and peeked at his father through the glass eyes of Niner-peeked into a world where everything became greeny-gold. Going away later with a pounding headache (as he almost always did), he would think:Your head aches because you were seeing the way dragons must see the world-as if everything was dried out and ready to burn ( King , p. 78). The animals in the Novel (their symbolic significance) The animals in the novel have symbolic significance. The animal kingdom is represented in many instances from dogs to dragons and all of them have symbolic significance. Animals can be divided in to two groups: one belonging to evil and other belonging to good. Anim als related to Flagg are the harbingers of evil and destruction while animal of the good group represent faithfulness. Frisky represents the archetypal guide soothsayer who brings the protagonists to their required destination. According to Michael Peebles (n.d.) animals related to Flagg are the symbols of his evil designs for the kingdom. He means corruption to the Kingdom and the animals are the instruments that bring this corruption. The dragon is on such example and another example is the hawk.† Frisky The dog is the cosmic symbol of faithfulness and in Christianity takes the role of guide. Frisky, with his noble nose helps in locating the exact place where Dennis, son of Brandon has gone to from Peyna’s farmhouse. The Dragon

Primary and Secondary keywords Assignment Example | Topics and Well Written Essays - 1000 words

Primary and Secondary keywords - Assignment Example Keywords can be differentiated into two major types according to their importance in a webpage or website. They are Primary keyword and secondary keywords. For well optimization, a good combination of primary and secondary keyword is vital. Google provide us ‘Google Trends’ which is a web based activity. It helps us to find how many times a word has been searched in Google from all over the word approximately. It represents in the form of a graph where the horizontal axis gives time and vertical axis depicts how many times the item is searched. Butters, K. (2013).  What are Primary and Secondary Keywords? [online] Yorkshireseoconsultancy.co.uk. Available at: http://www.yorkshireseoconsultancy.co.uk/what-are-primary-and-secondary-keywords [Accessed 8 Aug. 2014]. Google, (2014).  Google Trends - Web Search interest: digital marketing - Worldwide, 2004 - present. [online] Google.com. Available at: http://www.google.com/trends/explore?q=Digital+marketing#q=Digital%20marketing&cmpt=q [Accessed 8 Aug. 2014]. Hibu, (2013).  What are keywords and why are they important for SEO? [online] Business.hibu.co.uk. Available at: http://business.hibu.co.uk/knowledge/articles/2011/sept/what-are-keywords-and-why-are-they-important-for-seo/ [Accessed 8 Aug.

Analytical report Assignment Example | Topics and Well Written Essays - 1750 words

Analytical report - Assignment Example Therefore, mobile telephony technology can be adopted by an agricultural organization due to the various reasons from the analysis be discussed below. The paper will seek to analyze mobile telephony technology in the agricultural sector. Mobile telephony in the agricultural sector can be defined as a process through which farming information services is provided to farmers. This information is provided to farmers who have access to mobile phones. Relevant information provided to farmers include: weather forecasts, product market prices, farming techniques and farming information in general (Rouvinen, 2006). In the process of analyzing agricultural mobile telephony, it is important to know: its advantages, disadvantages, impacts and usage. To begin, Agricultural mobile telephony services is a very easy tool to use and has greatly transformed the operation between producers and consumers globally. In order for a farmer to use this technology, a mobile phone is needed. The mobile phone must first of all be connected to a terrestrial network to enable communication. Moreover, internet accessibility by these phones usually plays a vital in providing additional information. To start using the service, one is required to s ubscribe to the agricultural service on their mobile phones. For example, a farmer can send the word ‘agriculture’ to a number like 211 in order to gain access to the variety of services provided. The farmers can then go ahead and choose their area of specialty. Since agriculture accounts for a large employment population in the rural sector, an agricultural company can effectively use this technology to address various issues that faces the rural agricultural sector such as poor farming methods. The company can benefit from this technology economically in form of investments because of the various advantages that comes with it. For example, the use

Company law Essay Example | Topics and Well Written Essays - 4500 words

Company law - Essay Example It must be emphasized that the Partnership is nothing but a collection of individuals and not a separate entity in itself. As such, there is no concept of limited liability. All the partners are jointly and severally liable for the debts of the business. This means that the creditors of the business can not only seize the assets which were put into the Business by the partners, but also to the personal assets of the partners. So for example if your Business defaults on the loan that you intend to take out from Credit Crunch Bank, then not only will the  £10,000 put in by each partner be liable for forfeiture, but the personal assets of the partners will also be up for grabs. To emphasize the point, under a partnership there is no dividing line between the Business and the Partners themselves. A private company limited by shares is different. Here a company will be incorporated having separate legal personality and the Business will be carried out by this company. In the eyes of the law, the company is a separate person just like all you and your fellow colleagues are different people. Any debts of the company will remain its own and will not flow over to the shareholders. Similarly, any assets contributed to the company will belong to the company and will no longer be a part of the shareholder’s estate. The main duty of the shareholder is to contribute to the value of the share. Once this is done, there is no further liability on the shareholder. Even if the company later faces debts, the personal assets of the shareholder are safe. The concepts of separate legal personality and limited liability come together to ensure that the liability of the shareholder is limited to any amounts unpaid on the price of the shares and nothing else. So if, as before, the company defaulted on the Credit Crunch Bank loan, then only the assets of the business such as the  £10000 each contributed as capital by you and your colleagues would

Your objective is to show the ways in which the document or source. In Essay

Your objective is to show the ways in which the document or source. In the paper please identify the source and its creator. Int - Essay Example "This film from the 1970s reflects that period's questioning of the guilt of convicted atomic spies Julius and Ethel Rosenberg. The film follows the trial very closely and even features actors reading important parts of the trial transcript. It shows many newspaper headlines and much film footage from the period. People interviewed for the film include the authors of an investigative book, a Federal Bureau of Investigation (FBI) agent, five of the jurors, the prosecutor, an assistant for the defense, and the Rosenbergs' children. The film was originally shown in 1974, but after 100,000 pages of FBI documents were released several years later, a new introduction and postscript were added and it was re-televised in 1978. In the addition, some of the testimony of the witnesses against the Rosenbergs is questioned and the judge is claimed to have broken the ethical code of judges. The film concludes that the Rosenbergs were not executed because they were guilty but because they refused t o admit they were guilty." i Another primary source is Judge Kauffman's Statement Upon Sentencing the Rosenbergs which is available at the link: http://law2.umkc.edu/faculty/projects/ftrials/rosenb/ROS_SENT.HTM. In this statement, the judge sentenced the couple to death saying that their crime was worst than murder and that they entered such "serious conspiracy with full realization of the implications." convicted.

Incorporating technology into the classroom Research Paper

Incorporating technology into the classroom - Research Paper Example The amount of refocused attention greatly depends on the type and amount of technology being presented (Anderson, 2008). However, this does not imply that the teacher has lost significance in the learning process. Students may be submerged in various technologies at home, but it is a wrong assumption that they are equipped to manipulate this technology for learning purposes. Guidance is essential in helping most students effectively use technology as a collaboration and learning digital tools. Podcasts can be an effective communication tool for highlighting upcoming school events and activities particularly scheduled ones. They also come handy in putting to spotlight the staff and student accomplishments. Testimonials from parents affirm that podcasts serve as a very effective communication tool. Podcasts can also be used for lessons. Students can be allowed to take home and listen again to a lesson or even missed classes. Further explanations can be given on the subject via podcasts. Programs are installed that link student’s work both in school and at home. That way, a student has access to notes and can print the notes from any internet connected. This aids in eliminating the need of physical files transfer and increasing accessibility. Teachers can give notes and assignments, and when a student is not in a position to attend school, they can access the lesson materials. This should however be used in caution since it can encourage absenteeism since students know they will eventually get the notes. Although many schools ban cell phones, few have embraced this readily available technology and utilized it as a tool for teaching. Students are instructed to register with their class teacher. Teachers can then send mass short messages to students for assignments, instructions and more (Eschenbrenner & Nah, 2007). Students are also allowed to take snapshots of the blackboard, access blogs by their teachers, download entire

Plato’s The Republic Essay Example for Free

Plato’s The Republic Essay All philosophers write about something to address a particular issue which they feel need to be addressed.   The same is true in Plato’s The Republic.   Considering the political and social situation during 360 B.C.E, Plato was concerned about the deteriorating condition of Greece.   To be more particular, he was extremely concerned about the fate of his teacher, Socrates. Socrates was tried, and subsequently sentenced to death, for a crime that he did not commit.   Plato was also apprehensive about the individualist philosophy advocated by a famous group of philosophers called Sophists.    For the Sophists, the standard of what is good or evil depended on man alone without regard for the universal concepts of morality and justice. The individualist philosophy of the Sophists has affected the morals of the Greeks, to wit: â€Å"Sophistic teaching of the ethics of self-satisfaction resulted in the excessive individualism also induced the citizens to capture the office of the State for their own selfish purpose and eventually divided Athens in to two hostile camps of rich and poor, oppressor and oppressed. Evidently, these two factors amateur needlesomeness and excessive individualism became main targets of Platos attack.†   (Bhandari 2) Plato found a solution to free the society from the individualist philosophy of the Sophists.   This can be found in his book The Republic where Plato, speaking through his teacher Socrates, discussed the concepts of a just state and a just individual. According to Plato, Justice is â€Å"the minding of one’s own business and not meddling with other men’s concerns† (Book 4, The Republic).   He also said that Justice is Harmony.   (Book 4, The Republic)   In the same manner, there is injustice when a person does not mind his own business or minds other person’s business.   There is also injustice when there is discord and disharmony. In explaining the concept of Justice, Plato made two (2) analogies: his analogy on the parts of the state and the structure of the soul.   He argued that justice may exist not just in the state but also in the individual and that there is a relationship between a just state and a just individual. Plato argues that the state is formed because no individual is self sufficient.   He needs the help of other members of the society to perform some function of which he has no knowledge or expertise.   The continued existence of the society is dependent upon the individuals who specialize in the performance of certain affairs of the state.   Plato thus divided the state into three types of people: the workers, soldiers and the rulers each of which performs a particular function for the good of the whole society.   According to Kemerling, the orderly functioning of the state will depend on the separation of functions and the specialization of their individual tasks.   (Kemerling, p. 1). For example, the workers are those best suited to perform a particular labor for example the farmers, builders, weavers and laborers.   The soldiers are those people who are best suited to fight and defend the state against its aggressors.   The rulers on the other hand are those who possess wisdom and have the capacity to rule.   Plato considered that in an Ideal State each of these three kinds of people limit themselves to the performance of their functions.   A person who has the skill of a farmer should not be allowed to lead the state otherwise anarchy will result within the state.   An intellectual who is born to lead does not have the skill to build houses for the state. A person who has the skill in combat cannot be allowed to make laws for the state.   In addition, a just state is when each of the class possesses certain virtue: the working class possesses the virtue of temperance, the soldiers possess courage and the rulers possess wisdom.   Thus, according to Plato, â€Å"And a State was thought by us to be just when the three classes in the State severally did their own business; and also thought to be temperate and valiant and wise by reason of certain other affections and qualities of these same classes?† One may ask, who is a just man for Plato?   Plato’s concept of a just man is similar to his concept of a just state because essentially the same three divisions which exist in the state also exist in the individual.   If the society is divided into three (3) classes of persons, a person’s soul is likewise divided into three categories.   Plato made this analogy because he also believed that that the three parts of the human soul corresponds to the three classes of persons in the state. If it is better for a state that those who possess skill in manual labor to work and for those who possess skill in fighting to defend the state and for the intellectuals to lead the state, it is also better for the individual to control the desires of the other parts of the soul. If the society is divided into three groups of people, the soul is likewise divided into three parts, the appetitive, the spirited and the rational.   The appetitive is the part that hungers for worldly pleasures and wants and feels many things.   It is the part of the soul that yearns for wealth, power and material pleasures. Thus, the craving to eat burgers despite its hazards to health is a sign that a person gives in to the desires of the appetitive soul.   A person who decides to cut class to watch a movie or to play games also gives in to the appetitive soul.  Ã‚   For Plato, the goal of an individual is to develop the virtue of temperance and self-control. The spirited soul is the part of the soul that aims to carry out the dictates of reason.   It is the execution of whatever the intellect has determined to be the best for the person.   When a manager despite knowing that an employee is causing problems to the company because of his lack of professionalism fails to make the decision of terminating him, his spirited soul is considered weak.   For Plato, it is important for an individual to develop courage so that this part of the soul is controlled. The rational part is the thinking part which has the capacity to determine what is real and what are illusions or what is true and what is false or what should be done and what should not be done.   The rational part is also the part of the soul which makes the balanced decisions the purpose of which is the protection of its own interest and welfare.   When a person until now could not decide whom to vote for president of the United States, he is deemed to lack the rational soul.   When a person until could not decide whether to continue going to college, then his rational soul is weak. If justice in the state is to be attained by the three classes of individuals each performing their own function, justice in the individual person is to be attained by having temperance, courage, and wisdom. (Jostein Gaarder, Sophie’s World, p.72)   A person must have temperance and he is expected to be able to control his desire for worldly pleasures.   A person must also be able to distinguish between pleasures of the flesh and pleasures of the spirit.   The former is short-lived while the latter is eternal.   A person is also expected to have courage.   He must be able to take action and stand by his actions no matter how difficult it may be.   He must be able to take the risk.   A person must also develop wisdom so that he may know what is best for himself. According to Plato, justice can only be attained if every part of the soul is working in harmony with each other.   A person’s desire for wealth should not cloud his judgment.   A manager’s friendly relationship with a colleague should not hinder him from making the right decision.  Ã‚  Ã‚   A just man is therefore someone who can control the worldly pleasures and is able to discipline himself such that he does not submit himself to the wishes of his appetitive soul. Plato thus advocated self-mastery and discipline.   Ã‚  In controlling the appetitive soul, the rational soul is expected to ally with the spirited soul.  Ã‚   A person is also expected to be able to execute his decision.   He may have all the knowledge and wisdom in the world but if he cannot apply his knowledge to the practical world, then the person is also committing an injustice. In the end, the â€Å"justness† or the â€Å"injustness† of an individual will be determined based on how each of the different parts of the soul is able to relate with each other.   Thus Plato states that: â€Å"It will be the business of reason to rule with wisdom and forethought on behalf of the entire soul; while the spirited element ought to act as its subordinate ally.   The two will be brought into accord, as we said earlier, by that combination of mental and bodily training which will tune up one string of the instrument and relax the other, nourishing the reasoning part on the study of noble literature and allaying the other’s wildness by harmony and rhythm.† (Book 4, The Republic)

Marketing Strategies of Starbucks analysis

Marketing Strategies of Starbucks analysis This report will analyze the current trends in the specialty coffee segment are explained the business and marketing strategy of. Formation of successful marketing plan is the key point for a company to gain the competitive advantage over its competitors. The marketing plan evaluates the strategies currently adopting by the company. But the main theme of this report is to focus mainly on company marketing strategies with the help of SWOT Analysis, An off Growth Matrix, Boston Consulting Group Matrix, 4s. We will also try highlighting the company short term goals objectives, and how it can be achieved in the future. Starbucks coffee Company represents an excellent example of a company that has successfully marketed an experience. Moreover, its marketing strategies provide examples of positioning, image development, merchandizing, pricing, packaging, and market development. Starbucks success has helped propel the entire industry segment. The specialty gourmet coffee segment has been rapidly growing since the early 1990s. According to the specialty coffee Association, specialty coffee beverage retail outlets (gourmet coffee shops) increased over tenfold in past decade. Their locations are expected to double by 2015. The growth of this segment was stated and accelerated mainly by Starbucks coffee. Starbucks is the leader in this segment and is becoming one of the most well known international brands in the hospitality industry, as with Hilton and McDonalds. Starbucks opened its first shop in Seattle in 1971. Howard Schultz, the chairman, joined Starbucks in 1982 and introduced the Italian espresso bar concept in 1984. Becoming a public company in 1992. Starbucks accelerated the expansion of business with new capital. Starbucks has over 3,000 outlets in the United States and internationally and is rapidly opening new stores via joint ventures with local companies. Now Starbucks is the biggest coffeehouse chain in the Globe with 8,505 company-owned and 6,505 licensed stores in 42 countries, making a total of 15,011 stores worldwide. Starbucks sells espresso-based hot drink, drip brewed coffee fruit bottled, coupled with pastries, snacks, salads, coupled with sandwiches soups, other cold and hot drink. Competency of star bucks: To summarize, Starbucks has a high reputation for quality because of the following: The company goes to extreme lengths to buy the very finest Arabica coffees available on world markets, regardless of price. The companys freshness and quality are legendary. Beans that are held in bins for more than a week are donated to charity. Every piece of coffee-brewing equipment that is sold has been tested and evaluated. Each Starbucks employee is extensively trained to ensure that customers receive knowledgeable service. Mission Statement: To establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles as we grow. The following six Guideline Principles will help us measure the appropriateness of our decisions: Provide a great work environment and treat each other with respect and dignity. Embrace diversity as an essential component in the way we do business. Apply the highest standard of excellence to the purchasing roasting and fresh delivery of our customer. Develop enthusiastically satisfied customer all of the time. Contribute positively to our communities and our environment. Recognize that profitability is essential to our future success. Starbucks has the following core values: Provide a great work environment and treat each other with respect and dignity. Embrace diversity as an essential component in the way we do business. Apply the highest standards of excellence to the purchasing, roasting and fresh delivery of our coffee. Develop enthusiastically satisfied customers all of the time. Contribute positively to our communities and our environment. Focus all resources to their coffee shop operation because they want to best serve for their customer. Encourage new and innovative ideas akin to maintain competitive growth. Dedicated thier self to continuous achievement in sales, profit and size of organization Market Demographics: The profile for the starbucks customer consists of the following geographic, demographic, and behavior factors: Geographic: The geographic survey may include the identification of total number of population, in society and total number of target customer in which you are operating (Lanchester, Massingham, Ashford 2002). The immediate geographic target market for starbucks is the total population of the UK which is 60,776,238 approximately. The specific targeted market of Starbucks is mostly the Employee of offices, students of schools, colleges, and universities. Demographics: Targeting adults and young adults is a good mechanism for Starbucks because this age level has the same interests as the foundation that promotes arts, culture, education, and the environment (starbucks.com). The company satisfies their customers through their advertising, support programs and, of course, their coffee. Psychographic: The people who want to enjoy a totally different coffee experience, they go to starbucks as it is positioned a completely different coffee shop. MARKET NEEDS: Starbucks has still succeed in providing a good quality coffee in wide rang plus snacks option for their cusotmer.Starbucks looking for perform the following benefits that are important to their customers: Selection: Starbucks want to excel on their competitors theory make easy availability of coffee and snacks in all of its shop, which not available at the larger, dominant coffee chains. Accessibility: Almost all kinds of coffee are exist from starbucks centrally located storefront. Customer service: The client will be daunted with the level of attention that they receive. Competitive pricing: Because it is highly competitive market, so the price of all range of coffee and other products should be price competitive. SITUATION ANALYSIS OF STARBUCKS: The company situation analysis is used at the business level to determine the strategic issues and problems that need to be addressed through the next three steps of the strategic planning process. Starbucks has own very good different kinds of strength to dominant in this industry make it to differentiate to others one in this market. This are the strength, those help starbucks to achieve their targets and desire goals. These are the stratbucks some important characteristics or strengths. STRENGHTS: Strong Brand Recognition Large retail distribution system Quality product Extensive product list Good supplier relationship Strong financial history Strong human resources WEAKNESSES: Even though starbucks posses a number of strengths but it also has some weakness too. starbucks needs to overcome on and deal them for remaining the top position in this competitive market. These are the s following list of starbucks weaknesses: Dependence on single source of business income Prices high relative to competition Strong dependence on suppliers Merchandise sales in stores OPPORTUNITIES: It is a fact that every company who enter in the market must have different kind of opportunities prevails in market. This is the important, how to recognize and make to strategy to acquire them, acquiring these opportunities is called success of company. Starbucks can more successes in market if they will be able to act upon these opportunities accordingly. The following new opportunities can help starbucks to success more in the future in the way of their business. Expansion into overseas markets Expansion into untapped U.K and worldwide markets Expansion of brand name into new products or business lines THREATS: Nobody knows about tomorrow. Especially for nowadays circumstances, world is changing dramatically. Some new threats are prevailing in the market with full swing of their effectiveness. Despite the fact of strong position of strabucks in the market, they are still need to keep eye on these threat get strong positioning and branding. These are the list of some very common internally and externally threats. Economic conditions may make consumers unwilling to pay high prices Political conditions abroad may limit expansion Increasing competition in coffee market May be reaching saturation point in some U.S markets Increase prices of raw material for coffee and other stuff BOSTON CONSULTING GROUP (BCG) MATRIX: In the mid-1960s the Boston Consulting Group (BCG) was founded to provide advice to strategic marketing planners. BCG developed a simple but useful strategic planning technique based on an analysis of a company product portfolio. The technique entail assigning each individual product of an organization to one of four possible cells in simple matrix according to the relative market share and rate of market growth associated with that particular product/business. (Essential of Marketing, Geoff, Lester, Ashford, 4th Ed, p382) In the BCG matrix, star quadrant is the most dominant place where the companies enjoy the high market growth and high market share. Thats why every company wants to stay in star quadrant. As STARBUCKS coffee shop is the renowned coffee chain in the world, thats why it clearly lies in the (STAR QUADRANT High Growth + High Share) because the annual sales of the company in last financial year 2009 are US $ 9.774 Million, moreover the coffee shop enjoying the highest market share as well in the coffee industry. ANSOFFS GROWTH MATRIX: An off has proposed the idea of product. Market scope to aid in the formulation and selection of strategies, particularly for those companies with growth objectives. The basic framework of this approach is the matrix comprises market on the vertical axis and on the horizontal axis products. In turn, each axis is subdivided into existing and new. Each cell of the matrix is form a different strategic alternative for achieving growth. (Essential of Marketing, Geoff, Lester, Ashford, 4th Ed, p380) In the ANSOFF growth matrix, the STARBUCKS coffee shop lies in the (MARKET EXPENSION Existing Product + New Market), because company is making very good profit in almost every coffee shop in different location of the world. Expending its coffee market in Middle East, and Asia could be very helpful for the companys profit because there is huge potential for the coffee market as there is no famous coffee shops in that part of the world. Just like recently they have opened their two coffee shops, one in China and other is in Kuwait. MARKETING MIX STRATEGY FOR STARBUCKS: The term marketing mix is attributed to the American Neil H. Borden and has been touched on several times in earlier chapters. As we have seen, the marketing mix consists of those marketing tools over which the marketer has control and therefore can vary in order to achieve overall marketing objective and strategies. (Essential of Marketing, Geoff, Lester, Ashford, 4th Ed, p380) In order to make appropriate strategies for gaining customers preferences and their loyalty, we need to understand as to how STARBUCKS Marketing Mix or 4 Ps have enabled the company to achieve superior customer satisfaction, and also in building a long-term relationship with its customers. Following are the some recommendations for STARBUCKS in relation with marketing mix: Frame Work of marketing Mix PRODUCT: Product is the bundle of benefits which the supplier offers to the purchaser. The particular set of benefits on offer will appeal to specific group of consumers: it is extremely unlikely that any product will appeal to everyone. Even products such as Coca-Cola, which is sold worldwide and is the worlds most recognized brand name has only a minority share of the soft drinks market. Many people simply dont like it, or think it is too expensive, or prefer other drinks which meet their needs better. Attempts to create a perfect product which suits everybody are likely to result in over complex, over expansive products, which is why product orientation has fallen into dispute. Decision that address the new product development process(innovation management), licensing strategies with potential partners, intellectual property rights, services provided to augment the revenue stream from base products product name/brand decisions ,development of complementary products by partners, creation of industry standards, packaging, and so forth, the critical need is to develop a stream of products with the right set of features to satisfy customer needs in a compelling yet simple fashion.( jakki j. Mohr, Sanjit Sengupta, Stanley Slater,2000, p7) In Starbucks they made purely their products to satisfying the needs of the customer, and they made coffee with the finest coffee ingredients of the world. The different range of coffee and snacks offered by STARBUCKS are as follow: ESPRESSO: Coffee Latte, Cappuccino, Vanilla Latte, Coffee Americano, Espresso COFFEE HOUSE FAVOURITES Caramel Hot Chocolate, Coffee Misto, Classic Hot Chocolate, Signature Hot Chocolate, Freshly Brewed coffee FRAPPUCCINO: Cinnamon Dolce, Java Chip, Espresso, Coffee, Caramel SPRING FAVOURITES: Cinnamon Dolce Latte, Caramel Macchiato PRICE: Price is the total cost the customers of buying the product. It therefore goes beyond the simple monetary costs: customers also consider the difficulty of purchase, the cost of ownership of the product, and even the embarrassment factor of owing the wrong brand. Some product has psychological association which customers find costly. (Essential of Marketing, Geoff, Lester, Ashford, 4th Ed, p380) Decisions that establish price points for the company products, and address issues related cost to produce/manufacturer the good, margins along the distribution channel, competitors prices (pricing relative to a specific firm market position), customer value, total cost of ownership for the customer, price for product bundles, and profitability.( .( jakki j. Mohr, Sanjit Sengupta, Stanley Slater,2000, p8). Price is the only element of the marketing mix that produces revenue, As such; it serves a tactical as well as an economic role for an organization 9Holloway and Robison 1995). The price charged sends many signals about the likely value of the product being offered and, as such, must be commensurate with the quality of experience, Starbuckss product prices are relative high than others, because they target those people of society who give the preference on quantity. Following are the some prices of STARBUCKS famous products: ESPRESSO: Tall Grande Vent Coffee Latte  £2.05p  £2.40p  £2.65p Cappuccino  £2.05p  £2.40p  £2.65p Vanilla Latte  £2.35  £2.70p  £2.95p Coffee Americano  £1.75p  £1.90p  £2.05p Espresso  £1.20p  £1.40p  £1.55p COFFEE HOUSE FAVOURITES Caramel Hot Chocolate  £2.90p  £3.25p  £3.50p Coffee Misto  £1.95p  £2.35p  £2.55p Classic Hot Chocolate  £2.20p  £2.50p  £2.80p Signature Hot Chocolate  £2.65p  £3.00p  £3.25p Freshly Brewed coffee  £1.65p  £1.75p  £1.90p FRAPPUCCINO: Cinnamon Dolce  £3.05p  £3.25p  £3.45p Java Chip  £3.05p  £3.25p  £3.45p Espresso  £2.65p  £2.85p  £3.05p Coffee  £2.50p  £2.70p  £2.90p Caramel  £3.05p  £3.25p  £3.45p SPRING FAVOURITES: Cinnamon Dolce Latte  £2.70p  £3.05P  £3.30P Caramel Macchiato  £2.70P  £3.05P  £3.30P PLACE: Place is the location where the exchange takes place. This may be a retail store, it may be a catalogue, it maybe a restaurant, or it may be a website. Deciding on the appropriate place for the exchange is not merely a matter of movie goods around but is rather a strategic issue. The decisions revolve around making it as easy as possible for customers to find the good and make the purchase, and also using channels which give the appropriate image for the product. For example, retailing a product through discount stores gives a completely different impression from retailing a product through discount stores gives a completely different impression from retailing the same product through exclusive department stores. (Essential of Marketing, Geoff, Lester, Ashford, 4th Ed, p380) Now in case of Starbucks they mainly build their stores in the prime location of the city where they can easily attracts their desired customers who really want to enjoy the taste of coffee. Just like in UK they build their stores mainly in the shopping malls and town centers, Amusements Park, stadiums, airports etc. Now it is the need of the time that they should be concentrate to open their more stores in Middle East and Asia. PROMOTION: Promotion is such a large part of marketing that it is often mistaken for the whole of marketing. Promotion encompasses all the communication activities of marketing: advertising, public relations, and sales promotions, personal selling, and so forth. Promotion is not simply a hard sell, however: it is a way of meeting customers information needs, at least in part. It is also, to an extent, persuasive in that most marketing communication emphasis the good aspects of owning products and downplay the bad aspects. Starbucks nearly spends  £4.7 million every year for promotions. It is include the cost of print media, electronic media, indoor, outdoor media etc. The companys latest stunning plan is the Starbucks Card. You buy a re-chargeable card in the UK which can be used at coffee bars in the US, Canada, Australia and Thailand. The card will enhance the Starbucks experience for customers allowing them to buy their daily cup of coffee quickly and easily, even when they are not carrying cash. Recently company through an agreement between Starbucks, and T-Mobile the two companies have come up with a way to provide internet access at Starbucks location and high speed broadband for Starbucks customers as well. In addition, T-Mobile hot spot customers get to use the Starbucks stores as they do now. Moreover Starbucks spends millions of dollars internationally to protect the environment and global warming. DIVERCIFICATION: The major reason for a business adopting a strategy of diversification is therefore to allow it to reduce its dependence upon a single market area (W. Stewart Howe 1986 p 153). At a general strategic level An off suggests three reasons why firms diversify. First, their objectives cannot be achieved by continuing to operate in their existing markets. Thus, since continued operation in these markets is not able to diversify the profit, risk or growth objectives of the business, achievement of these must be sought in new market areas. Second, where a business has excess financial resources beyond those necessary to satisfy its expansion plan in its existing markets, then rather than retain these resources in liquid form of business may invest them in new markets areas. Third, if greater opportunities are presented to the firm in new market areas than accrue from its existing activities. Then a diversification program may be undertaken to benefit from these. There are tw o types of diversifications: RELATED DIVERSIFICATION UN-RELATED DIVERSICATION RELATED DIVERSIFICATION: Expending combining with firms in different, but related industry that are Strategic Fits. UNRELATED DIVERSIFICATION: Growing by combining with firms in un-related industries, where higher financial returns are possible. Now, if Starbucks want to diversify its business outside the industry, then the company should start a totally new business that is not from the same industry. For example Starbucks is a coffee shop, if they enter in the manufacturing business and start making cars, bikes etc that will be the perfect example of diversification. But the main focus of the Starbucks should be on their strategic business unit which is coffee shop. If they want to diversify their business within the same industry i.e. related diversification, then the Starbucks should combine their business with their competitors to launch new products. INTERNATIONAL BUSINESS DEVELOPMENT STRATEGIES: The franchiser/licenser remembers to provide a standard package of components, or ingredients together with management and marketing services, and advice. Since franchising involves the transfer of tangible, it can enable greater control of the operation for the originating manufacturer than licensing (Lancaster Massing ham Ashford 2002 p 437). Starbucks currently use three strategies for business in overseas. These strategies are as follow: 1: Joint ventures 2: Licenses 3: Company-Owned Operations. Mainly the company uses the company-owned shops for the business in other countries. RECOMMENDATION FOR FUTURE MARKETING PLAN OF STARBUCKS (3 YEARS): By analyzing the above whole information such as Swot analysis, An off analysis, BCG matrix, marketing mix, following should be the primary objectives of the marketing plan of Starbucks coffee shop for next 3 years: GOALS OR OBJECTIVES: Sales should be increased by 15 to 20% at least. In order to get increased sales, they should increase Gross Profit margin by 25%. Find more new markets especially in Middle East, and Asia. More strengthen their position as a worldwide coffee shop leader. Increase marketing budget by 15% In order to achieve the above future objectives, the Starbucks coffee shop should follow instructions: INTRODUCE SOME NEW PROMOTIONS: As Starbucks introduced a stunning promotion plan that is Starbucks re-chargeable card for purchasing coffee whether you have money or not at that time. Just like that company should develop a membership card especially for the students. Some discount should be offer to regular customer, and student to increase the detainment. NEW TARGER MARKETS: To maintain the top position in the coffee market, Starbucks should go and find some new coffee potential market. Just like there is great potential of new coffee shop especially in Asia, and Middle East, as there is no famous coffee shop. Where they can capture in new market, and got some handsome profit as well. MAINTAIN SUSTAINABLE COMPETITIVE ADVANTAGE: The Starbucks coffee shop should maintain the competitive advantage that it has got over other coffee shops. In order to maintain leading position in the coffee market, the Starbucks should introduce innovative products after good intervals. INTRODUCE SOME INNOVATIVE PRODUCTS: To maintain the dominant position in the coffee market, it is necessary for the Starbucks that, they should introduce some really innovative products after good intervals. The induction of new products creates the brand loyalty among the customers. INCREASE MARKETING BUDGET: In any company market department play a vital rule in increasing the sales plus revenue. So It is very essential for the Starbucks to full fill the requirement of its Marketing Department whether its finically or non financially. So that they can performed its task potentially. Moreover they are some other resources too, thorough which a Starbucks increase the sales revenue. For example, they should conduct promotions Events, Held seminars and get the services of Global celebrities. DIVERCIFY THE BUSINESS: Diversification is a very important tool for maintaining overall position in any market. Starbucks cannot rely through limited niches products. They have to adopt t Diversification. Diversify the business in product-related items, or unrelated items to increase their revenues. IMPROVE THE PRODUCT QUALITY: To maintain the superb quality and taste of different products in Starbucks, the company should adopt the Total Quality Management tool, which means improve the products quality until the perfection, and there is no defect on product or zero defect products. EMPLOYEES TRAINING AND DEVELOPMENT: Training and development of employees is an important task for the management in order to enhance the progress of company, and increase the sales, and produce the error free services. EMPLOYEES MOTIVATIONS: Employees motivation is very important for every organization to get good profit, and in order to maintain its position in the market. Good pay, and reward system is the best tool to motivate the employees. So Starbucks should try to give good pay and benefits to their employees during the job.

GA3 Producing Fusarium and its Impact on Growth

GA3 Producing Fusarium and its Impact on Growth Isolation and characterization of Gibberellic acid 3 producing Fusarium sp. from Belgaum agriculture land and its impact on green pea and rice growth promotion Abstract Worldwide ultimate aim of any agriculture sector or farmer is to take maximum yield. Sufficient supply of nutrients and fertilizer are not able to give maximum yield. There are numerous factors which are responsible for low yield, among that one is the environment stress or the unstable climate conditions. To increase the yield there are numerous approaches like use of genetically modified crops, but in India it is controversial approach and another approach is the use of multifunctional plant hormone like Gibberellic acid 3 (GA3). This research mainly involves the production of GA3 from fungal species and to apply it on crop plants. Fusarium species were isolated from Belgaum agriculture soil and screened for GA3 production under submerged fermentation. Strain showing maximum GA3 yield (strain M104) was taken to study the effect of various parameters on GA3 production, like incubation time (1 – 12 days), initial pH (5.0 -8.0), incubation temperature (20 – 40  °C), pH (5.0 -8.0), and carbon and nitrogen sources. The maximum production of GA3 was observed on day 8 at 30  °C, and pH 5.5 with glucose and ammonium chloride as good carbon and nitrogen sources, respectively. After optimization, a 6.56-increase in GA3 production was observed. The GA3 production was confirmed by thin layer chromatography. The GA3 crude extract obtained using submerged fermentation was then used to study its effect on germination and growth of green pea plant and paddy crops. It was observed that GA3 treated crops showed uniform growth and they were taller than non-treated plants, suggesting its application in increasing the crop plant harvests. Key words: Fusarium sp, isolation, gibberellic acid, optimization, submerged fermentation, crop plants. Introduction Gibberellic acids, also known as gibberellins, are the complex organic molecules acting as plant growth hormones. They are chemically known as diterpenoid acids having molecular formula C19H22O6. They regulate the functions like cell division, cell elongation, sex expression, seed germination, breakdown of seed dormancy and flowering etc. In microorganisms such as bacteria and fungi, gibberellic acid 3 is the principal product of gibberellins, act as secondary metabolite (Bruckner and Blecschmidt, 1991; Karakoc and Aksoz, 2006). Till now, 136 gibberellins were isolated from various plants, and among that gibberellic acid 3 shows maximum biological activity (Rodrigues et al., 2011). The use of GA3 has been approved by food and drug administration (FDA) because of its tremendous application and nontoxic properties, and its safety for environment and human was confirmed by Material Safety Data Sheet (MSDS) (Rodrigues et al., 2011). In counties under development where mainly the economy relies on agriculture, the farmers have to use fertilizers and plant hormones to increase production. As most of fertilizers are associated with environmental pollution, plant growth hormones like gibberellic acid 3 have to be produced cost-effectively in huge amounts in order to enhance the quantity of agricultural products (Bilkay et al., 2010). Three routes to obtain GA3 have been reported, viz. extraction from plants, chemical synthesis and microbial fermentation. Among this the third method is the most common method to produce GA3 (Rios-Iribe et al., 2011). GA3 is industrially produced by Gibberella fujikuroi / Fusarium moniliforme under submerged (Santos et al., 2003; Karakoc and Aksoz, 2006). It is also produced by several other fungal species such as Aspergillus niger and Fusarium species and some bacteria such as Pseudomonas, Rhizobium, Azobactor, and Azospirillu species (Rademacher, 1994). All above species produced ver y low yield of GA3 except Fusarium species in which most of the strains show the highest yield of GA3 than any other microbes (Rangaswamy, 2012). The search for new fungal species like Fusarium species capable of producing an important amount of GA3 is a continuous exercise. The aim of the present study was therefore to isolate and characterize a GA3 producing Fusarium sp. from soil, optimize the culture conditions for maximum GA3 production, and to evaluate its effect on green pea and rice growth promotion. Materials and Methods Soil sample selection To isolate strains of Fusarium, the soil sample was taken from Belgaum agriculture area (Karnataka state, India). This soil was black coloured having high water holding capacity, good fertility and also best soil for crops like paddy, all types of beans, sugarcane and all types of vegetables. Isolation of Fusarium species The soil sample collected from Belgaum agriculture land was taken, serially diluted in distilled water and inoculated in a Malachite green agar (MGA). Petri plates containing 15 g of peptone, 0.01 g of Malachite Green (triaryl methane dye), 1 g of potassium dihydrogen phosphate, 0.5 g of magnesium sulphate, and 20 g of agar per 1000 ml of distilled water were prepared. The incubation was carried out at 30  °C for 5 days (Castellà ¡ et al., 1977). The resulted various colonies were picked up and further inoculated in a potato dextrose agar (PDA) plate and incubated for a week for secondary pigmentation. The colony with different morphology and colour pigmentation were sub cultured on PDA slants and labelled (Avinash et al., 2003). The lactophenol cotton blue technique was used to study the characteristics of the fungal isolate (William and Cross, 1971). Screening of the isolates for GA3 production under submerged fermentation The Czapack Dox media (CD broth) containing sucrose (30 g), sodium nitrate (3 g), dipotassium hydrogen phosphate (1 g), potassium dihydrogen phosphate (0.5 g), magnesium sulphate (0.5 g), potassium chloride (0.5 g) and ferrous sulphate (0.1 g) per 1000 ml of distilled water was used. The CD broth was prepared in conical flask and adjusted the pH to 7.0, and sterilised in an autoclave for 20 min at 15 psi. After cooling the medium, it was aseptically inoculated (1 Ãâ€" 108 spores / ml) with individual isolated strains. The fermentation flasks were kept on a rotary shaker (100 rpm) at 30  °C for 12 days (Kahlon et al., 1986; Karakoc et al., 2006; Rangaswamy, 2012). GA3 pre-treatment, extraction and estimation The fermented broth was taken and centrifuged at 13200 rpm for 10 min and the supernatant was taken and acidified to pH 2-2.5 using 1N HCl. GA3 was extracted trice using equal amount of ethyl acetate/NaHCO3 (Cho et al., 1979). The ethyl extract was kept on hot air oven at 50  °C overnight to remove ethyl acetate and obtain crystals of GA3 (Kahlon et al., 1986; Karakoc and Aksoz, 2006; Karakoc et al., 2006; Bilkay et al., 2010; Rangaswamy, 2012). It was estimated by Berrios et al. (2004) spectrophotometric method and absorption was read at 254 nm in UV-VIS spectrophotometer (Elico, SL-159 model, India). Confirmation of GA3 by thin layer chromatography (TLC) The slurry of silica gel was poured on a TLC plates, air dried, and the matrix was activated by keeping the plates on hot air oven at 80  °C for 1 h. GA3 dissolved in ethanol was added as a spot and plates were run using mobile phase containing isopropanol : ammonia : water (10:1:1) for 2 h. The plates were removed, sprayed with 3% sulphuric acid containing 50 mg FeCl3 and heated in oven at 80  °C for 10 min. The GA3 appeared as greenish black/spot fluorescence under UV light (Cavell et al., 1967; Srivastava et al., 2003). Optimization of culture conditions for maximum GA3 production by Fusarium sp. (isolate M-104). The incubation time for GA3 production by the fungal isolate under submerged fermentation at 30  °C and at initial pH 7.0 was analysed by inoculating CD broth with 1 ml of fungal spores and incubating on a rotary shaker (100 rpm) for 12 days. The sample was taken every day as the fermentation proceeds in order to find the most suitable incubation time for GA3 production. The effect of pH on GA3 production was studied by adjusting CD broth at different pH, viz. 5.0, 5.5, 6.0, 6.5, 7.0, 7.5, and 8.0. The cultivation flasks were inoculated with 1.5% (v/v) inoculum, and incubated for 8 days on rotary shaker (100 rpm) at 30  °C. The effect of temperature on GA3 production was investigated by inoculating the fungal spores in CD broth of pH 7.0 and by incubating at three different temperatures 20, 30, 40, and 50  °C with other conditions remained same. The effect of carbon sources on GA3 secretion was analysed by replacing the sucrose in the CD broth of pH 5.5 by dextrose, glucose, ma nnitol, and starch, and by incubating at 30  °C for 8 days. The effect of nitrogen sources on GA3 secretion was analysed by replacing the sodium nitrate in the CD broth of pH 5.5 by glycine, ammonium chloride and ammonium sulfate at 30  °C for 8 days. Effect of GA3 on pea plant and paddy crops Seeds of pea plants were soaked in 200 ppm of GA3 fermented filtrate for 12 h and then sown in autoclaved soil. After a period of 8 days, 100 ppm of GA3 was sprayed on the plant for each alternative day for another 8 days. The control was soaked in water and sown in autoclaved soil and sprayed with distilled water only. The growth of both the control and test pea plants was monitored over a period of 15 days. 10 paddy seeds were soaked in 300 ppm of GA3 solution for about 2 days and sown in soil. They were sprayed with 200 ppm of GA3 after growth. The control seeds were soaked in water for the same period and sprayed with only water. The observation was carried out for 25 days (Tiwari et al., 2011; Susilawati et al., 2014). Statistical analysis The experiments were carried out in triplicate. ANOVA and DMRT at 5% significance level were used to give the differences between mean values, using SPSS statistical software. Results and Discussion Isolation of Fusarium species Four strains of Fusarium species were isolated from agriculture soil sample and labelled as M101, M102, M104 and M110. The present labelling was based on following pigmentation black, grey, blue and red, respectively. All strains had cottony growth appearance which is one of the important morphological characteristic of the Fusarium species. By staining the fungi with lactophenol cotton blue dye, it was observed that they had non septate hyaline mycelium/ hyphae as shown in figure 1a. The macrospores of banana shape were reseptated which is a unique microscopic feature of Fusarium species as shown in the figure1b. The isolation medium containing malachite green was chosen since malachite green inhibits the radial colony growth of the saprophytes and allows only growth of Fusarium species (Castellà ¡ et al., 1997). Screening for isolates for GA3 production GA3 can be commercially produced by submerged fermentation using different media but the most common synthetic medium is the Czapack Dox medium (CD broth) (Rangaswamy, 2012). The isolated strains M101, M102, M104 and M110 were subjected to submerged fermentation to check their ability for GA3 production. The different amounts of GA3 produced are given in the table 1 and Figure 2, and the strain M104 was the highest producer of GA3 among the four isolates. Similarly, Aspergillus niger strains produced different amounts of GA3 with the highest of 150.35 mg/l for A. niger Fursan (Cihangir and Aksoz, 1993). Likewise, various amounts of GA3 were produced by Lentinus tigrinus and Laetiporus (Ozcan, 2001). Optimization of culture conditions for maximum GA3 production by Fusarium isolate M104 The optimization of cultural parameters like incubation time, temperature, and pH, and nutritional conditions like nitrogen and carbon sources, is necessary to produce GA3 in a significant amount. Time course for GA3 production by the isolate M104 was studied. GA3 production started on day 3 and maximum production was observed at day 8, although statistically at par with day 9 and 10 (Table 2). Similar incubation time was noted for GA3 production by Fusarium monilifome (Rangaswamy, 2012). 9 days was optimal time for GA3 secretion by Fusarium fujikuroi SG2 (Uthandi et al., 2010) and Fusarium monilifome (Kobomoje et al., 2013). In contrast, a higher incubation time of 12 days was observed by for Fusarium moniliforme(Kahlon and Malhotra, 1986) and Aspergillus niger (Bilkay et al., 2010). The optimum incubation time for GA3 production by various fungal species depend therefore on the strain used. The short incubation period observed for GA3 production by fungal isolate M104 makes the fer mentation cost-effective. Among all pH investigated, the pH 5.5 showed the maximum production of GA3 which was 1478.2 mg/L (Table 2). pH 5.5 was also optimum for GA3 production by Fusarium monilifome (Kahlon and Malhotra, 1986; Kobomoje et al., 2013) and Fusarium fujikuroi SG2 (Uthandi et al., 2010). Bilkay et al. (2010) reported pH 5.0 as optimal time for GA3 production by Aspergillus niger, whereas pH 7.0 was optimum for GA3 production by Fusarium monilifome (Rangaswamy, 2012). The effect of temperature on GA3 production was analysed, and maximum production was observed at 30  °C (Table 3). The production of GA3 by various fungal species was also seen at an optimum temperature of 30  °C (Bilkay et al., 2010, Uthandi et al., 2010; Rangaswamy, 2012; Kobomoje et al., 2013). 25  °C was also optimum for GA3 production by Gibberella fujikuroi (Gelmi et al., 2002). A low GA3 yield at higher temperature was also recorded for GA3 production by Aspergillus niger (Bilkay et al., 2010). A low GA3 production was observed at higher temperatures because metabolic activities get stopped due to enzyme denaturation. The decrease in GA3 secretion by microbial species was ascribed to the variation in enzyme activity or thermal denaturation (Karakoc and Aksoz, 2006). The effect of carbon sources on GA3 production was investigated. Maximum GA3 production was seen when glucose was used as carbon source (Table 2). Similarly, glucose was best carbon source for GA3 production by Fusarium moniliforme (Rangaswamy, 2012; Kobomoje et al., 2013). However, a mixture of glucose and rice flour was necessary to get GA3 production by Fusarium fujikuroi SG2 (Uthandi et al., 2010). When the concentration of glucose was increased, a decrease in enzyme production is observed due to catabolite repression (Tudzynski, 1999). After analysing the effect of nitrogen sources on GA3 production, a significant yield was observed with ammonium chloride (Table 2). Similarly, an important yield was seen when ammonium chloride was used as nitrogen source for GA3 production by Fusarium fujikuroi SG2 (Uthandi et al., 2010). A low amount was seen when glycine was used as nitrogen source (Table 2). This can be attributed to the fact that glycine is a slowly consumed organic nitrogen source (Rodrigues et al., 2011). After exhaustion of nitrogen source, GA3 secretion starts and an important amount of carbon source is consumed (Tudzynski, 1999; Rodrigues et al., 2011). The submerged fermentation for GA3 production by the isolate M104 was carried out under shaking conditions (100 rpm) to allow proper mixing of nutrients, favouring oxygen circulation and GA3 production. A 3-fold increase was recorded for GA3 production by Aspergillus niger when the culture flasks were agitated (Bilkay et al., 2010). Rodrigues et al. (2011) reported that GA3 production has to be carried with aeration since GA3 biosynthesis requires various oxidative steps catalysed by different oxygenases. After optimization, a 6.56-enhancement in GA3 secretion was observed Thin layer chromatography (TLC) After GA3 extraction, crystals of GA3 were obtained as shown on the figure 3. After carrying TLC, the value of resolution factor (Rf) of GA3 was calculated as follow: Rf = distance from origin to solvent peak / distance from origin to sample spot detected = 7.9 cm / 10.8 cm = 0.7315 (Figure 4). The value was closing approximate to the GA3 standard value. Similarly, an approximate Rf value was recorded for the GA3 extracted from Fusarium monilifome (Rangaswamy, 2012). The TLC was also used to confirm the GA3 produced by Fusarium solani (Bhalla et al., 2010). Effect of GA3 on pea plants It is was observed that the pea plants sprayed with GA3 was 7 cm taller than the pea plants without the GA3 within a period of two weeks (Fig. 5). Similarly, size of the lily plants was increased following exogenous GA3 treatment and this was attributable to the protein synthesis stimulation (Mahmoody and Noori, 2014). Likewise, the hybridized rice plant height was increased after GA3 extract application (Srivastava et al., 2003). Effect of GA3 on paddy crops All the 10 paddy seeds treated with GA3 were able to germinate and have uniform growth, colour and height and average height was 9.5 cm within a total period of 25 days. The untreated seeds were able to germinate and had unequal growth and average height was 8.5 cm (Fig. 7). Similarly, the shoot and root heights, and the yield of chana and wheat crops were increased after GA3 extract application (Pandya and Desai, 2014). After GA3 application, an important productivity was seen for hybrid rice plant, following a better plant growth and physiological properties (Susilawati et al., 2014). The GA3 application also led to a significant yield for faba bean, compared to Ca2+ ion, and this was attributed to the improvement of growth and photosynthetic activity by the plant hormone (Al-Whaibi et al., 2010). Figure 7: Effect of GA3 on paddy crops: Uniform growth (left) and non-uniform growth (right). Paddy seeds were soaked in 300 ppm of GA3 solution for about 2 days and sown in soil. They were sprayed with 200 ppm of GA3 after growth. The control seeds were soaked in water for the same period and sprayed with only water. The observation was carried out for 25 days Conclusion Four strains of Fusarium were screened from Belgaum agriculture land by using a selective medium malachite green agar. They were confirmed as belonging to Fusarium species by lactophenol cotton blue spore staining method. The GA3 production depends on nutritional and physicochemical conditions. Strain M104 showed the highest GA3 production in CD broth. After optimization, a 5.56-increase in GA3 production was achieved. The pea plant sprayed with GA3 fungal extract was taller than unsprayed one. The effect of GA3 on paddy seeds showed uniform and more growth than control (without GA3). The isolate M104 can thus be used as a potent fungal species for GA3 production.   

The Jewelry We Wear Essay -- Culture Fashion Papers

The Jewelry We Wear Our tastes in jewelry are often fostered by our heritage, cultural background and ethnicity. Many of the unique pieces we see people wearing today steam from old cultural and ethnic roots. African and Asian influences are two prominent styles that often float in and out of popular culture and fashion as trends and style change. Usually found in silver jewelry, Celtic design is beautiful for its simple elegance. Basic lines come together to form elaborate designs. Celtic designs are also found in a lot of modern jewelry. While much of the Celtic jewelry today is often found in catalogues and stores catering to fortune tellers, witches and fans of the fantasy and medieval lifestyles, many people of Irish decent are drawn to Celtic jewelry as a sign of their heritage and background. Personal expression, mood and fashion are not the only factors involved when choosing what jewelry we wear. Our geographic location also impacts our preferences. Spending most my life in South Florida I noticed a huge difference in peoples' lifestyles when I moved to Tallahassee. People dressed differently, wore their hair differently and even talked differently. Their jewelry was also different. South Florida style I very flamboyant and excessive. Many women wear extravagant diamond, platinum, gold and pearl jewelry. Tiffany & Co. is a very popular jewelry store among South Floridians and many people spend thousands of dollars buying jewelry from there. Because Miami is one of the great fashion meccas of the world South Florida sets many fashion trends and tends to be one step ahead of fashion elsewhere in the state and much of the country. Tallahassee, on the other hand, is much more conservative and relaxed in its approac... ...beautiful, spectacular, unusual or exquisitely made, and signed by a famous maker, it will have significant added value. While everyone's style and tastes might be different, as well as the outcome of the decision of which piece of jewelry to buy or wear, the same elements go into making that decision. Though our backgrounds, our family heritage, our life history, we chose the best way to represent ourselves through our appearance. Like our clothing, hair styles and other personal preferences, the jewelry we wear is an individual expression of our personality and character. Whether we choose to wear commercial designs or original pieces, our taste in jewelry tells others a little bit about ourselves. From the most beautiful diamonds at Tiffany & Co. to the macaroni necklaces we made in elementary school, our existence is often accessorized by the jewelry we wear.

The Great Compromise, The THRee/5ths Compromise And Tax :: essays research papers

The Great Compromise: The 3/5ths Compromise, and Tax The Great Compromise, the 3/5ths Compromise, and The Bill Of Rights justify that the making of the Constitution was a â€Å"bundle of compromises†. The Great Compromise is the Constitutional Convention’s agreement to establish a two-house national legislature, with all states having equal representation in one house and each state having representation based on its population in the other house. To satisfy the smaller states, each state would have an equal number of votes in the Senate. To satisfy the larger states, the committee set representation in the House of Representatives according to state populations. The Virginia Plan is a plan that proposed a government with three branches and a two-house legislature in which representation would be based on a state’s population or wealth. The first branch as the legislature, which made the laws. The second branch was the executive, which enforced the laws. The third branch was the judiciary, which interpreted the laws. The New Jersey Plan is a plan of government that called for a one-house legislature in which each state received one vote. In providing equal representation to each state, the New Jersey Plan was similar to the Articles of Confederation. The 3/5ths Compromise is the Constitutional Convention’s agreement to count 3/5ths of a state’s slave population for representation and taxation. The southern states had many more slaves than the northern states. The southerners wanted the slaves to be counted as part of the general population for representation but not for taxation. The northerners argued that slaves should not be counted for representation but should be counted for taxation. At the same time that seven of the states ratified the Constitution, they asked that it be amended to include the Bill Of Rights. The Bill Of Rights is the first ten amendments to the US Constitution and consists of a formal list of citizens’ rights and freedoms.

Earth’s Magnetic Field Essay

Earth’s magnetic field is one of the world’s most complicated features. It started to be observed in 1845 by a scientist named Carl Friedman Gauss (Sarfati). The magnetic field is generated inside of the earth’s core and there are many scientists who still debate over how it was first created. There are also many arguments about the many changes that the field has gone through in it’s existence. These arguments are mostly either for a young-earth model or an old earth model. History of the magnetic filed Earth’s magnetic field is a field of electric current that is conducted from the earth’s solid inner core through the liquid outer core (Richard). The electrical current goes around the earth and through it at the north and south poles. The north pole was first discovered by James Ross in 1831 (nasa.gov). No one visited it again until the early 1900s. â€Å"In 1904, Roald Amundsen found the pole again and discovered that it had moved–at least 50 km since the days of Ross,† (nasa.gov). The north pole continued to move at an average of about 10 kilometers per year in the twentieth century (nasa.gov). More recently scientist Larry Newitt of the Geological Survey of Canada has said that it has been moving an average of 40 kilometers every year (nasa.gov). The past of earth’s magnetic field can be studied by past lava eruptions that have hardened. â€Å"When grains of the common magnetic mineral magnetite in volcanic lava or ash flows cool below its Curie point of 570 °C (1060 °F), the magnetic domains partly align themselves in the direction of the earth’s magnetic field at that time. Once the rock has fully cooled, the magnetite’s alignment is fixed,† (Sarfati). The Curie point of a substance is the temperature at which it loses its magnetism, so the lava must cool below this point before the magnetite can align(Sarfati). Using these records scientists have seen that the earth’s pole have switched several times in the past. What the magnetic field actually does that is beneficial to the earth is deflect cosmic rays. The magnetic currents push them toward the north and south poles. â€Å"The increase could knock out power grids, scramble the communications systems on spacecraft, temporarily widen atmospheric ozone holes, and generate more aurora activity,† (Roach). The effect that these cosmic rays would cause to humans are unknown though some think that they would cause tissue damage much like x-rays (Richard). It also reduces the emission of carbon 14 which makes the earth healthier (Humphreys). Magnetic field reversals Magnetic field reversals occur when the currents of the the outer core of the earth move the electrical current around enough that it actually flips upside down. Many scientists believe that when the poles switch places there is a period of time where the magnetic field does not exist, but the University of California professor Gary Glatzmaier says â€Å"It just gets more complicated,† (nasa.gov). He states that when the poles are reverse there will actually be multiple magnetic poles that appear all around the earth. â€Å"A south magnetic pole might emerge over Africa, for instance, or a north pole over Tahiti,†(nasa.gov). Earth’s magnetic field during a reversal (nasa.gov) Some old earth scientists believe that when poles reverse is caused by a second magnetic field coming into existence with an opposite polarity and it then overpowers the first. This idea works if you assume that the geodynamo model is true because if the current of the liquid metal causes the magnetic field then the currents are can make a new field easily (Richard). Once the first field decays the second takes over. Other old earth scientists believe that when the polarity changes it is just the electrical current being shifted enough by the liquid outer core that it reverses directions completely (nasa.gov). Both of these processes would take large amounts of time and since there is proof that there have been many reversals have occurred in the past, this is what old earth scientists can use as evidence that the earth is old (nasa.gov). Dr. Russell Humphreys accepted that reversals were real, unlike some previous creationists. He proposed that the process of convection could cause the magnetic field to reverse (Humphreys). Most young earth scientists believe that most of the reversals occurred during a global flood which occur in Genesis. Dr. John Baumgardner proposed that the Genesis Flood was caused by the plunging of tectonic plates (Sarfati). This would have made the outer parts of the liquid core to cool rapidly which would have sped up the process of convection. In this model reversals would have occurred once every week or two. The most stunning piece of evidence for this is a very thin layer of lava that was found that most have cooled within a few days weeks and the magnetite of the outside of the layer is aligned in opposite direction as the inside (Sarfati). Origins of the field Scientists that believe in the old-earth model have said that there’s is about 300,000 years in between magnetic field reversals and that each reversal takes around 10,000 years to complete (Roach). The electrical current which makes the field has been said to be generated through convection. The liquid of the outer core which conducts the electrical current is constantly moving (Richard). This movement is caused by the heating of the molten liquid by the inner core which causes it to rise and as soon as the liquid cools it will sink. This process is called convection (Richard). This idea that this process can generate an electric current is called the geodynamo model. Young earth scientists strongly disagree with this. The first point that they make is that the geodynamo model has no significant evidence even after decades of research (Humphreys). One proposed idea is that during creation God made atomic nuclei spin in the same direction (Humphreys). The spin of atomic nuclei creates a tiny magnetic field and if the spin of the atomic nulcei were aligned it would add up to a much larger field. Dr. Russell Humphreys who has a Ph.D. in physics says â€Å"as thermal collisions disoriented the nuclear spins, the laws of electricity predict a startup of an electric current within the core of the earth to sustain the field.† Genesis flood model of earth’s magnetic field decay and reversals (Humphreys) Field fluctuations As stated before, the magnetic field prevents some of the production of carbon 14. This also can be used to see the past of the field. This is a process called radiocarbon dating (Humphreys). Using this scientists have seen that the field has been increasing and decreasing in strength over time. These fluctuations are what most old earth scientists use to say that the current decrease is no more than just a fluctuation and that it is not a steady decrease (Richard). The young earth rebuttal for this again goes back to the Genesis flood. In a summary of Dr. Russell Humphrey’s paper on the magnetic field fluctuations of states that because the liquid of the outer core disrupted the electrical current during the flood there would have been what he called higher-order components (Humphreys). This means that there four poles or eight poles, etc, and these poles would die away faster than the two main poles. â€Å"The higher-order components can have either polarity, the strength of the field would fluctuate up and down, as different components died away at different rates.† If the young earth scientists proposed idea of the exponential decay of the magnetic earth of the field is correct then the earth cannot be more than 10,000 years old (Sarfati). At the rate that the field is currently decreasing, which has been calculated with the formula i = Ie-t/Ï„, the field would have been strong enough to melt the earth if it had been in existence longer than 10,000 years (sarfati). Conclusion Both of these groups of scientists have evidence that supports their main points. The earth’s magnetic field a very complicated system that has been around since the beginning of the earth. There has been much that scientists have learned from it and there are still many things that they have to learn about it.

The Pumping Station on the Isle of Dogs as an Example of Postmodern Architecture

Postmodernism, as a divergence of modern design, has become more of a tree, with many sub consecutive subdivisions stemming from the same root. Jencks describes this as, â€Å"nearly every major postmodern designer has adopted parts of the classical vocabulary† [ 1 ] . It is justified by other resurgences related straight or indirectly to classicalism. In my sentiment by stating â€Å"the resurgence seems to be pragmatically motivated† Jencks was conveying that all these resurgences were traveling back to rudimentss, to the European cradle of architecture. All ‘attempts’ of reinventing the wheel, in his sentiment, ended with debacle ; and therefore started looking back to the beginning. Nevertheless, classical architecture as we know it was used in of import and frequently olympian edifices, they were a minority of lodging stock built at that clip, therefore ; â€Å"As Joseph Rykwert has shown, the beginnings and development of the word ‘classicism à ¢â‚¬Ëœ have ever kept a category differentiation, connoting societal favoritism along with the architectural variety† [ 2 ] . This manner links modern-day constructions to the canon of architecture which were built harmonizing to certain â€Å"ancient norms of perfection† [ 3 ] which were already established by the Greeks. Temples or other of import edifices were backed up by a double/hidden significance, this might be something to make with booming philosophical idea, doing a edifice more complex than it might look. The Pumping Station in the Isle of Dogs designed by John Outram, so called the ‘Temple of Storms’ ; was clearly designed with the classical Grecian temple in head. This resulted in concerns that such a edifice might non be fit for its intent. The chief concern was functionality, everything else was considered otiose by the client as it was merely to be visited by applied scientists during hebdomadal care cheques. Possibly ignoring this, Outram decided to plan it with sculptural architecture in head. Since building the client, London Docklands Development Authority ( LDDC ) , has deemed it suited to its intent. Like most classical edifices this is besides related to the spiritual beliefs of the age. It has been designed to look like a goddess â€Å"walking out of the river† [ 4 ] on brace of leg like columns. The mated outsize, mostly cosmetic columns represent the stableness and hardiness of edifice. 3m diameter columns were considered appropriate, particularly because this portion of London was frequently flooded, and the edifice, harmonizing to brief was to hold a life span of 100 old ages in this unfavorable environment. This has been achieved by making a superimposed construction, where the extended usage of brick that is used externally every bit good as internally, is merely cladding, used for the coveted visual aspect as opposed to its structural heritage as a stuff. The chief construction is made of a portal frame that is cased with unmoved dramatis personae concrete, which provides protection against fire and corrosion. This is shown as necessary investing by the value of t he land it is protecting against implosion therapy, which would do huge harm to the metropolis should the machinery the edifices contains fail. The walls, non merely the columns are extensively thick and over engineered, it about feels as though it is a sand trap, emerging from the land, it gives definite statement ‘nothing is traveling to travel me’ . The construction of this edifice uses 3 common burden bearing edifice stuffs. Steel, present in signifier of the portal frame, concrete, and finished with brick. â€Å"The building of a new linguistic communication from the fragments of the old 1s is common in eclectic periods, and Postmodern Classicism is unquestionably syncretic† [ 5 ] . Having this extended usage of three stuffs all accomplishing the same map shows that this design starts off being eclectic, even at the structural degree. The outside is besides kept in same visual aspect with smaller columns on either side in a different manner. Colour suggests integrity among the stuff picks and a divergency from the stylistic beginnings, for illustration most of the edifice is covered in gray technology brick, binding it with likewise coloured paving brick environing the edifice. This shows hardiness and in a manner, merely like in Richardsonian architecture, suggests that the edifice is go uping from the land and yet is still held/pushed down by a high volume overhanging roof. The usage of brick and the horizontal division with different coloured brick besides gives a certain nexus to another American designer, Frank Lloyd Wright. He uses similar techniques as described earlier, where the roof ‘pushes’ the edifice down, however he uses with Roman brick, and horizontally articulated brick, giving the consequence of a much wider and lower edifice. Outram used this fast one to interrupt up the facade and accomplish a similar consequence. This can besides be representative of the tide rise and falling, while the Thames, as any river, leaves horizontal Markss. The forepart and back facades, have two big columns which â€Å"are orangish-red, and stand Forth from the boxlike organic structure of the ‘mountain ‘ apparently capable of back uping the roof-raft on their four giant organic structures alone.† [ 6 ] , With a narrow Grey brick set at the underside, doing it look li ke clay rinsing down after stepping out of the Thames, one time once more the edifice demoing its hidden significance. The ‘boxy mountain’ is largely made out of Grey technology brick common in constructions such as railroad Bridgess, tied with a thick xanthous stock brick ( used for their ability to command H2O and supply a care free tegument ) , with minor ruddy brick horizontal speech patterns binding all frontages together. The side faces are similar in construct, they are extrapolations of the forepart, maintaining the Centre of the face between columns unique. In this sense it might be more appropriate to state that front facade is ‘clipping’ the sides with two columns. The side walls are accentuated with minor Tuscan pilasters partitioned into 3 articulated castings. Resting on a white concrete set on top of yet more brick, holding been arranged to organize bases for pilasters above. With any classical manner, building columns play a large function, each one of the four ‘legs’ has a brick shaft and pre-cast concrete capital with a centralized cylinder. â€Å"To this interior bluish cylinder are attached radiating ‘fins ‘ of painted concrete, which give the four giant columns the gloss of a ‘capital ‘ † [ 7 ] The capitals are made of concrete and painted with 4 vivid colorss, demoing the kernel of what post-modern classicalism may be considered as being. Simple geometric forms cast in concrete, doing it modern in footings of its fiction and design in comparing with how an ancient Grecian temple would hold been. The vivid colors, used as a signifier of ornament have been assembled in a calculated manner ; this has been even spotted by William Turnbull, composing in the Architect ‘s Journal, he talks about the â€Å"congruence of the Pumping Station design with the narrative of the beginning of the Corinthian column described by Vitruvius.† [ 8 ] These modern and classical motives feel about indispensable for the manner, however critics may state that it is more of eclectic design, unluckily in architecture there is seldom a right or incorrect reply. We can come across primary colorss when looking at the precast concrete beams, although when looking closely at them, they look more like a wooden construction or at least more lightweight, back uping an elegant roof. The pediment, with a centralized fan, shows that it’s non merely, the Temple of Storms but besides the temple of mechanical technology. Yet, it maintains a classical expression and feel, last but non least it implements its design via articulation in its color strategy. The forepart of the pediment is made of corrugated steel, painted white, with a black fashionable boundary line, the same applies to the turbine’s white blades with a black boundary line. This might look like all of the edifice is exposed and analysed, but nil could be more incorrect, the edifice itself is merely portion of the architecture of this topographic point. As in the original brief it was stated that the edifice needs to be vandal and more significantly terrorist cogent evidence. One of methods to accomplish this was to step the edifice back and firmly fencing it, surround it off to people that may damage it. But what is the point of constructing a ‘Temple’ , a great piece of architecture, and so concealing it? Outram spent clip planing entryway gate and environing wall. This concrete cantilever wall clad in brick is really robust, so much so that there are rumors ( non official, but sensible ) that the wall is capable of halting any auto from perforating into the site. This wall is divided with 220mm slits that allow public to see in and look up to the edifice, but more significantly from security point of position and harmonizing to Outram â⠂¬Å"These are designed to let the Public to see anyone who has entered the compound of this uninhabited edifice, and describe it to the Police.† [ 9 ] This leads to the crown gem of the fencing – the gate. Gate and the country around it is planned out to complement the edifice. It is symmetrical, following the same axis that full edifice is. The circle on top is placed such that when person is looking directly at the edifice it frames the building’s iconic characteristic the fan absolutely. As Outram wrote: â€Å"the steel-tube gate into the bastioned compound of the Station is given a signifier of a elephantine oculus, whose vacant ball can be got to line-up with the ‘solar cave'-between-two-mountains. The two wings of the gate-eye so lie over the two ( aetos ) ‘eagles-wings ‘ of the split pediment.† The gate is bracketed by two 2.8m column membranophones, these columns are used as plantation owners, the traditional capital has been replaced by workss. Possibly this is paying testimonial to thought behind Corinthian columns which had flowered carvings all over its capital, and merely like Outram suggested â€Å"plants sprout, stressing their function a s ‘ruined ‘ sentinels† . The ‘columns’ are besides really practical, as at the base, they are partly hollowed and can be used as storage for horticulture and other care equipment. In short the pumping station at the isle of Canis familiariss is a great illustration of postmodern architecture. The columns used are representative of both modern and classical manners. The edifice is full of dual significance and concealed links to the classical canon of Grecian architecture. The ‘Temple of Storms’ fits absolutely into it’s context, which even though abandoned besides being functional, remains as a piece of architecture. And merely similar classical architecture was about obsessed with columns, this is column oriented physique, reenforcing what I said earlier, this physique, and decidedly certain parts, are the kernel of postmodern classicalism.