How to Write Book Review

How to write a book review Perhaps the best way to offer guidelines on how to write a book review is to give you an example of the kind of instructions and guidelines we (i. e. the academic staff) would be given by journals who invite us to review books for them. So, here are the instructions given to authors by the ‘Journal of Autism and Developmental Disorders’. â€Å"A book review should be an objective and tactful evaluation of a book. The review should offer logic and fact in support of its evaluations.Without being just an abstract of the book, the review should indicate the nature and scope of the book’s content. It should indicate the goals of the author, the techniques used to achieve those goals, and the success of those techniques. You may also discuss how the book relates to its field and how it compares to other books in the field. It is important for your review to discuss what audience the book or other media best serves and to state whether the re viewer recommends it.The review should attempt to place the book within a context (e. g. , Is this a new approach? One that builds on an earlier one? ). Reviews should attempt to convey a flavor of the book overall (i. e. , not just summarize the table of contents. Quotes (see below – AQ: are there examples to be provided? ) can often help in this process. If you feel that the book does not merit a review in the Journal please let us know – there is no requirement that we review every book received and it is perfectly acceptable to do a negative review! † †¦. nd here is an example of an actual review written by Dermot Bowler and published in the European Journal of Disorders of Communication (Volume 31, pp 210-213). Note, however, that this review is somewhat longer than your word-limit permits. SAMPLE REVIEW (reproduced with permission of the author): Review of Baron-Cohen, S. (1995). Mindblindness: An Essay on Autism and Theory of Mind. Cambridge, MA. : MI T Press. The integration of a range of theoretical perspectives to provide a coherent scientific account of a natural phenomenon is an easy task only for those who have never had to do it.In this volume, Simon Baron-Cohen has attempted such a difficult exercise by integrating currently fashionable modularist cognitive science accounts of the social dysfunction found in people with autism into neuropsychological and evolutionary frameworks. In the first three Chapters of the book, he aims to persuade us firstly that the explanation of the behaviour of other people using the mentalistic language of folk-psychology (John took his umbrella with him because he thought it might rain) is both highly efficient and evolutionarily advantageous to a species such as ourselves that relies heavily on social organisation for survival.In Chapter 4, he generates a model of development which can account for the emergence of the capacity to mindread in non-autistic children and, taking the well docume nted deficits in autism of lack of protodeclarative pointing, lack of symbolic play and the failure to understand that another person can act in accordance with a belief that the observer knows to be false, their failure to develop in children with autism. His account draws heavily on Fodor's (1983) notion that the mind is made up of independent domain-specific modules, the outputs of which interact to yield mental life and behaviour.He also develops earlier accounts such as that of Leslie and Roth (1993), which posit a specific modular mechanism that enables people to understand minds. Specifically, Baron-Cohen outlines four modular systems that are necessary for the process he calls ‘mindreading'. The first of these he terms an intentionality detector (ID) which is triggered by stimuli exhibiting self-propelled motion and computes desire- or goal-based dyadic representations. The second is the eye direction detector (EDD) which is fired by eye-like stimuli and generates repr esentations of the contents of agents' visual fields.Mechanism number three is called the shared attention mechanism (SAM) which takes input from IDD and ED to compute triadic representations of the kind ‘Daddy sees I see the cat at the window'. Finally, there is the theory of mind mechanism (ToMM), a term borrowed from Leslie's work, which takes inputs from SAM and knowledge of mental states and their consequences which can be used in a hypothetico-deductive way by someone possessing a full ‘theory of mind'.I n Chapters 4 and 5 of the book, Baron-Cohen marshals a considerable body of evidence in support of the existence of these modules and of their selective breakdown in autism. Briefly, he argues that ID and ED are functional in autism, although he acknowledges that there are still considerable gaps in the evidence. By contrast, SAM and ToMM are severely impaired. In Chapter 6, he draws together evidence from neuropsychological and neurological studies on humans and o ther species to attempt to localise these modular systems in the brain.In the final two Chapters, he develops the theme that the capacity to read minds depends crucially on the ability to decode information from the eyes of others, and returns to the theme that this capacity can best be understood within an evolutionary framework. As I said at the outset, Mindreading is a tour de force, in that it draws together evidence from a variety of fields with the aim of providing a coherent picture of the phenomenon of how homo sapiens can account for and predict the behaviour of her conspecifics by means of reference to hypothetical internal mental states.Baron-Cohen's account is worthy of our admiration not just because it describes the current state of scientific play, but also because it permits us to generate propositions which, when tested against data, will refine and improve our understanding. Nevertheless, admirable as this attempt at integration of a range of perspectives might be, a reviewer is duty bound to point out unstated assumptions, weaknesses in analysis, un-expressed counter-arguments and problems of interpretation in an author's exposition.To this end I will now try to clarify what I see as the three major areas of weakness in this book. The first concerns Baron-Cohen's overall modularist orientation. Although accounts of psychological functioning that see behaviour as caused by discrete mental processes that are self-contained, domain-specific, automatic, impenetrable to conscious analysis and localised in specific brain sites has a respectable history, it is not, as its originator, Jerry Fodor would have us believe, the only game in town.It is quite possible to argue that the relationship between the categories we use to analyse behaviour and categories of brain state may be more subtle and more complex than a simple one-to-one correspondence, and that localisation of function may be the result either of anatomical happenstance or may not be a se rious contender, given the global and integrated manner in which some neuroscientists think brains work. Readers who might be tempted to call a child ‘SAM-impaired' or ‘IDD-but-not-EDD-impaired should read Bates et al. s (1988) critique of modularism, as well as of what she termed in a 1993 talk ‘thing-in-a-box neurology', before forming such opinions. My second problem with the book concerns the way in which evidence is presented in support of the argument. Baron-Cohen draws on a wide range of evidence to support the four main planks in his argument; evolutionary, cognitive, neuropsychological/neurological and cultural. Evolutionary evidence is notoriously difficult to assess, since it inevitably has a post-hoc element to it.This is all the more true of the evolution of behavioural adaptations, since they do not leave fossil records that can allow us to detect non-advantageous changes that have died out. I am also worried by arguments that infer survival value and evolutionary success on the basis of the widespread use of a particular behaviour. Baron-Cohen attributes the survival of Homo Sapiens to the fact that we have developed mindreading skills. But many other organisms – from a-social HIV through bees to the social great apes – are evolutionarily successful without mindreading skills.Moreover, I am suspicious about evolutionary accounts that argue that increasingly complex social organisation in primates led to the development of mind-reading skills. This is as if the behaviours called forth by the survival demands of living in complex societies produced a gene that coded for a brain structure that made a particular social behaviour possible. In my view, there is a worrying circularity about all this, not to mention a whiff of Lamarckianism. On the cognitive front, there is undoubtedly an impressive amount of evidence that supports Baron-Cohen's case, evidence which he presents cogently and skilfully.Indeed, this is the s trongest and most closely-argued section of the book. However, there are worrying instances where counter-evidence is either glossed over (e. g. Ozonoff et al's, 1991 evidence on the possession of mindreading skills in high-functioning individuals with autism) or relegated to footnotes (Ozonoff et al's, 1991 failure to replicate Baron-Cohen et al's, 1986 picture sequencing task). There are other instances where evidence appears to be presented where none exists – for example in his discussion of non-autistic people's use of mental state terms when describing Heider and Simmel's (1944) cartoon sequence.At the time the book was written, no published data existed on the use of this instrument with people with autism (but see Bowler ;amp; Thommen, 1995), although a less than careful reading of this text might lead one to conclude that there had been. My third set of reservations centre on often inconsistent or imprecise use of terminology. For example, is it justifiable to speak of a module such as ID as ‘interpreting' stimuli, rather than just generating output when such stimuli are present and not when they are not?On pp126-127, the discussion slides from ‘psychopathology' to ‘neuropathology' without explanation. In this section also, I am certain that blind people would not welcome being labelled as having a psychopathology. Examples can also be found of references cited in the text but not in the reference list at the back. All these shortcomings suggest a hasty compilation of the volume. A little more time spent on reflection, exposition and the more technical aspects of production would have paid dividends here.Most of the reservations I have expressed so far all seem to stem from the most major problem of this book, namely its length, or rather the mis-match between its length and the aims the author has set himself. Baron-Cohen acknowledges that he faced a difficult task in trying to write for experts in biological and cognitive sc iences, students of psychology and the general reader. Trying to please this four-faceted audience is a difficult enough task; it is even more difficult when the debate has to be engaged at several levels of academic discourse. It is well-nigh impossible in an essay of about 120 pages of printed text.Its very length constrains the book to contain a little, albeit very important, knowledge. However, a little knowledge can be a very dangerous thing. Although I would recommend this book to anyone with a personal, scientific or clinical interest in autism, to avoid danger, I would also recommend that it be consumed with some complementary material. The best I can suggest is a paper by the author himself (Baron-Cohen, 1994), which is accompanied by several commentaries and a reply by the author that gives a better flavour of the subtleties of the field than does the volume under review here.

Mcgregors Theories X and Y

Compare McGregor’s Theory X and Theory Y style of leadership and consider the types of organizations in which each style of leadership might be most appropriate. Douglas McGregor devised his concept of Theory X and Theory Y in the USA in the 1950’s using a survey of managers, which he then proposed in his book, ‘The Human Side of Enterprise’ in the 1960’s. Theory X states that a manager distrusts his subordinates, believes they don’t enjoy work and therefore must be controlled.Theory Y, on the other hand, speculates that a manager believes their employees enjoy work and wish to contribute, the manager is therefore more likely to include them in the decision making process and employ a more democratic style of leadership (Marcousse 2003). The two theories are not opposite ends of one spectrum, but rather two separate lines of continuum that describes the attitude and perception a manager has of their employees. The type of motivation that the e mployees receive from their manager is down to their management style.These Theories match up with Maslow’s ‘Hierarchy of Needs’. McGregor makes the point that the way in which a manager runs and controls his team has massive impacts on the happiness in employees, relating to esteem and self actualisation. These are two factors of motivation mentioned by Maslow in his theory. In comparing these two theories, X and Y, we must take into account different factors that may affect the two ideas and how they may do so in different scenarios or places of work.The general idea is that Theory Y is the path of the â€Å"enlightened manager† (Chapman 1995) who runs a democratic form of leadership, and that it receives better results than theory X, whose manager employs more of an autocratic dictatorship. However this cannot always be believed. In different cases a manager may do better in his work to tell employees the best and most effective way to complete a task, knowing through experience. FW Taylor (1856-1917) believed in efficiency and complete control of a task provided to the manager.This idea related to such methods as the assembly line, a process broken down into simple tasks and completed individually by a group of workers along a line. Employed by such companies as Ford in the early 1900’s, in producing cars, this method gave great results, however keeping workers motivated was difficult, part of Taylor’s method was to â€Å"devise a pay scheme to reward those who complete or beat tough output targets, but penalize those who cannot, or will not, achieve the productivity Taylor believed was possible. (pg 218) For the manager, Theory X is a self – fulfilling method, the workers are likely to develop a lack in interest in their work and do it solely for the wage (Marcousse 2003). There are two scenarios in which Theory X can escape a degree of criticism for producing a lack of motivation from its workers(Marcousse 2003). The part time worker has partially already given in to the idea that they will not be receiving much independence and delegation of responsibility.This is due to the amount of time they have committed to their work. For example, a part time security guard might be asked to stand guard on a gate for an hour every morning to let personnel through, however once they have completed this task they are unlikely to achieve much more than changing the channel on their TV. The job simply requires a pair of eyes at one point in the morning, and the rest of the time they are simply on call.There is no enjoyment or form of learning with this job; the part time worker is simply there to take home some money at the end of the month, satisfying his basic needs for financial security, a mutual understanding between employer and employee. A large majority of the time there is little for the security guard to watch over. When something does arise that requires more attention, someone of highe r authority is only a phone call away.In this, theory X is the logical management style, as to use theory Y would mean a greater chance of mistakes being made by someone who doesn’t have the same experience and qualifications as the elected official. The other scenario is in a moment of chaos (Marcousse 2003). At this point, due to the limited time scale in such moments, someone needs to take full control and make quick decisive decisions. Such a case is easily understood when put into the confines of an army unit under fire.Someone must give direct orders to keep the enemy under pressure and move their men to safety, or face either death or capture. Theory Y would consume too much time to listen to all possible ideas and make a decision, with young men who have been trained to take orders rather than come up with them. Efficiency is the key in this scenario, Taylor would be completely right in giving total control to a senior soldier to try and ensure the safety of his soldi ers. Encouraging an employee to work for a great amount of time during the week or without the threat of danger

Developments in Young Adulthood Essay

Tayid, who is 29 years old, is born Indian but settled in United States since his childhood. Though he wanted to go for Law School, he was never confident on achieving his goal. He is now working as paralegal in a public defender’s office. After he passed over a promotion opportunity by his boss, he got upset with the position. His parents wanted him to go for another job where he can have prestige, but he did not want to leave the job, as he believes his stay in civil services will lay betterment for his career. Tayid has been dating Rachel, who is 27 years old with a young boy whose name is Luke. She has been sharing accommodation with few of her girlfriends, after she had break up with Luke’s father. One day it is Luke’s birthday. Rachel wanted to plan a celebration. Tayib already took Rachel and Luke to amusement park. However later Rachel invited Tayib and her family members for dinner. Tayib could not make it, as he was stuck up in the midst of his project work. Rachel is upset with Tayib’s absence in the dinner. She is afraid that the relation would not go smoother anymore as she wanted it to be. Tayib is worried why Rachel never understands him well, being a working woman. He thinks she should be aware of the work pressure he is going through. Finally, these thoughts keep both of them in dilemma, if the relation will go fine in the future or not. Young Adulthood stage of human starts usually between 19 and 20, and ends in between 40 and 42. This is the age where boys and girls usually think they are grown up enough to take care of themselves. Majority of young adults realize that this is the right time to build up their career. Yes, in fact, one can plan up one’s career and work on it along with relations at this age, as it is the perfect time. Early period of this stage is too dangerous at times, because they do not like to listen to anyone, they believe they can do things on their own, and they do not like someone taking responsibility of care taking them. As a result, they attempt doing things in haste without thinking much about the consequences and finally fall in failure. That is why people usually get into depression and some times it leads to suicide attempts. A young adult is often into conflicts, social relationships failure, disappointing relations, home sickness, sexuality, grief and loss, depression. One of the major changes is sexuality. Usually they get attracted to an opposite gender. They feel sexual intimacy is real intimacy, and they look for relations. Initially they get happy with each other as long as the sexual relation is good. Slowly, they realize the relation is not going well practically. Because the fact is mental intimacy is more important to the sexual intimacy. Four relationship styles were characteristic: integrated (high friendly and high intimate), intimate (high intimate and low friendly), and friendly (high friendly and low intimate), and uninvolved (low intimate and low friendly) (Fischer, 1980). Here the intimacy that comes with friendly nature can be suggested as more successful one. Both Tayib and Rachel are in their young adulthood. They are much in attraction towards each other and it is kind of a need of opposite gender’s presence in their lives. Generally young adults like to be independent from their parents, and love to stay by their own. Majority of young adults think in a mature way. They plan about their future life and career, and set up some goals. The same is happening with Tayib and Rachel. There is a difference though, that is Tayib is involved seriously in developing career as he thinks he can acquire secured future for himself and also to his family, but Rachel is much worried about personal relations, love and caring towards each other. The young adult must develop intimate relationships with others. Not resolving this conflict leaves the young adult feeling isolated. The young adult must be willing to be open and committed to another individual. (Erikson).

Discussion Essay Example | Topics and Well Written Essays - 250 words - 140

Discussion - Essay Example For human beings to fully evolve, they took a form of different hominids which include Australopithecines, Homo erectus and Homo sapiens. Homo sapiens were developed and resembled the current human beings (LaFreniere, 2011). The race concept is a relic as many scholars have different arguments to the existence of race. Most of scientist claims that the traditional racial difference is based on skin deep because people classify themselves in respect to the skin colour. The white people from America classified themselves in respect to their skin colour. The race was based on the colour of the skin and not genetic make up. Currently, scientist are analysing the issue of race in respect to the genetic make up. Different scientist have different perception on the issue of race as some claim that genetics makes up race while other claim that genetic inheritance does not guarantee similarity. Human beings first appeared in Africa and disappeared from the world due to natural selection as they could not adapt to the environment. As human beings were developing the Homo sapiens found survival tactic and made tools for hunting and gathering (LaFreniere,

Understanding the Statement - Even When We Are Not Watching Essay

Understanding the Statement - Even When We Are Not Watching Television, It Still Frames Our Lives - Essay Example The essay will focus on the statement 'Even when we are not watching television, it still frames our lives', discuss its implications and analyze whether this situation may be undergoing a change. The average American family spends an average of 7.58 hours per day or 53 hours, 6 minutes per week glued to the television screen (Lawson, 2004, p. 17). Therefore the television has become an integral part of our lives, and this is true even when we are not actually viewing television. For instance according to Livingstone (1993, p. 5), " we plan our meals and phone calls as well as viewing around the television schedule". The influence wielded by television is exceedingly subtle but powerful nevertheless. The effects of television viewing have spilt over into several aspects of our lives which are examined below. According to Huston et al (1993, p. 4) "Both theory and intuition suggest that television plays an important role in the development of many facets of attitude, emotion, social behavior and intellectual functioning". Even while not actually watching television, its influence can be felt as it shapes peoples' attitudes and perceptions. For many individuals interact with people from other walks of life or other ethnic groups take place mainly via the medium of television. Television portrayal of such people influences the way we see them and interact with them in real life. Television is also seen to influence our consumptive behavior. This phenomenon is explained by Kniazeva (2003, p. 216), "the artificial reality perpetually portrayed on the TV screen started serving as a subliminal frame of reference for the viewers in their consumption activity".

Toyota Essay Example | Topics and Well Written Essays - 250 words

Toyota - Essay Example To be specific about the operational aspects of Toyota, major focus areas involve its ‘supply chain management’: outsourcing to externalize its direct costs and lowering down the market risks to least. Effectively established Just-in-time (JIT) set-up to minimize inventory costs and reducing wastes, further, keeping a look at the suppliers’ channel to avoid any risks and errors. Adding to this, Toyota preferred delegating its tasks singly to the concerned specialist workers rather than giving multiple tasks to single worker. This helped in reducing errors as each task was handled by its specialist. Toyota constantly kept on identifying its errors and designing the related handling processes. Reducing process timing and increase in inventory turnover through kanban was also well-practiced by Toyota. Toyota ensures safety, environmental concern, quality performance of products and other essential attractions on affordable prices, by collecting the needs and expectat ions directly from the customers. Hence, the primary contact with the users bring the ‘customer involvement policy’ of Toyota which entitles ‘Customer First’ as its focus-line of working, clarifying that it leads to ‘Quality’ which is a distinguishing characteristic of Toyota products.

E-Business In Practice Essay Example | Topics and Well Written Essays - 1500 words

E-Business In Practice - Essay Example This paper begins with conducting market analysis of e-books and e-readers. It then proceeds to evaluate the needs of customers with regards to e-books and e-readers. Further, the paper continues to analyse the disruptive effect of this technology to the publishing industry’s value chain. Finally, the paper conducts a strategic analysis of the future direction of this market and makes recommendations for conventional publishers to undertake in order to remain competitive in future.   This paper highlights that books are big business. According to PwC in 2009 people globally spent $108 billion on books. Already, readers in the twenty-first century use an increasing amount of electronic texts in the form of e-mails, web pages, text-messages, online catalogues, databases and e-newspapers. E-books are a natural extension to this move towards electronic text. In the United States the Association of American publishers reported revenues of   $969.9 million in 2011 for e-books excluding the religious category and sales from smaller, independent publishers. In Europe, the e-book and e-reader market is still in its infancy though it holds promise, especially in the UK, which stands to benefit from the extensive range of English-language e-books available.  The growth of e-books in the UK is expected to be driven by two factors: the proliferation of multifunctional devices, such as tablets and smartphones that can be used to access e-books, and the rising importance of the electronic special interest book market.  

Please see the order instructions Essay Example | Topics and Well Written Essays - 500 words

Please see the order instructions - Essay Example helmets, ensuring ventilation, timing of work and machinery etc. forms of engineering controls include design and modification of machinery, providing ventilation systems etc. (Goetsch 120-250). There are majorly four modes of contaminants entry into a body: the first is ingestion where an individual ingests (eats or drinks) a chemical by accident. The second is inhalation where airborne contaminant e.g. fumes and vapors can be inhaled directly into the lungs. The third mode is absorption where a contaminant E.g. chemical powder, enters the body through skin openings and lastly injection where an individual may accidentally cut or step directly onto contaminated object thus injecting himself with a contaminant, for example a knife cut (Goetsch, 120-250). Threshold Limit value-Time-Weighted Average (TLV-TWA) means the average concentration of a chemical to which it is acceptable to expose a worker over a certain period of time usually 8 hours. Threshold Limit Value-Short Term Exposure Limit (TLV-STEL) means the maximum concentration that is recommended for a continuous 15-minute exposure time. Threshold Limit Value-Ceiling exposure value (TLV-C) means the limit exposure that should not be exceeded under any circumstances. Permissible Exposure Limit (PEL) is a value approved by law that spells out the maximum time exposure allowed to a hazardous chemical (Oxford University). There are four classifications of environmental stressors and these include physical hazards caused by loud noise and vibrations, chemical hazards resulting from chemical burns and sprays, fumes and explosions, biological hazards caused by viruses, bacteria, vermin etc. and ergonomic hazards caused by tools and work conditions such lighting, ventilation etc. (Reese, 150-175). First, Employers are expected to train and provide information to employees of the classes of chemicals that

Geography and gender, sharia law and it's effects on women and men in Essay

Geography and gender, sharia law and it's effects on women and men in countries with sharia - Essay Example Islamic law is derived from the Qura’n, the revelation of God to Prophet Muhammad. Life in an Islamic society is supposed to follow the tenets of Islamic law. Islamic law includes prayer, fasting, pilgrimage as well as laws pertaining to family, crime and commerce. Islam however does not have an official clergy. Therefore Islamic law or sharia, meaning the path, was developed by the ullema, the scholars who have come to assume a position of power and status in Islamic society. It is the ullema who issue fatwas or religious edicts. However within Islam there have been voices of concern at a too strict interpretation of Islamic law without any consideration for the milieu into which Islam originated. The Egyptian Sheikh Muhammad Abduh had maintained that injunctions in the Qura’n relating to the observance of ibadat or tenets of worship were to be followed strictly but those relating to masdaba or rules of living should be interpreted with the consideration of the context they originated in. This is a view that is controversial and still unresolved in Islam. The view again that Islam is a patriarchal religion or misogynistic has been refuted by modern scholarly criticism which has proved that Islam inherited certain perceptions of women from biblical lore. Zayn R. Kassam states that interpretations about women entered Islam through certain strands of early Islamic literature such as the qisas al-anbiya, the asbab al-nuzul, the hadith, the tafsir and the fiqh. These were all oral sources of commentaries i n Islam until they were collated and written quite later. The qisas al-anbiya literally means the â€Å"stories of the prophets† and was a principal source for the entry of biblical lore into Islam perhaps because the earliest Muslims were essentially converts from Judaism and Christianity. The asbab al-nuzul was incorporated into the tafsir, or commentaries on the Qura’n, providing an explanation of

Chronic pain management- article critique Lab Report

Chronic pain management- article critique - Lab Report Example 225, par 1). Health-related quality of life (HQRL) indicating individual’s state of physical and mental health and coping, pain intensity, HQRL, and patient satisfaction could be assessed in response to a multidisciplinary pain management program in order to examine whether these are amenable to change (p. 225, par 1). In the purpose statement, the multidisciplinary pain management program is the independent variable, and the pain intensity, coping strategy, and HQRL are dependent variables, and they have been clearly identified. The population identified includes a wide range of patients who have chronic pain symptoms, and the authors identifies significance of the study in terms of the need of development of a multidisciplinary pain management program that accommodates biophysical, psychosocial, and emotional aspects of chronic pain and treatment of them in a holistic manner. The author proposes to examine further to see if there is any positive change in pain symptoms after introduction of the proposed therapy in terms of coping, HQRL, and pain symptoms so a rehabilitative care plan can be developed. The literature review guides a reader for a possible treatment program for pain and rehabilitation that would call for a multidisciplinary approach to improve coping strategies and health-related quality of life (p. 225, par 1). The mechanism of coping as a cognitive-behavioral adjustment has been reviewed in detail. The rationale is well supported by evidence from literature that HRQL is considered to be an important outcome of interventions in chronic conditions like pain. Adequate conceptual definitions have been provided as derived from the literature (p. 225, par 2). For this, the authors have cited many specific references, 37 in all, all of them are direct. For example, they have cited the basic concept of modern

What Are the Key Skills that Lawyers Need to Develop Essay

What Are the Key Skills that Lawyers Need to Develop - Essay Example Holborn (2001) notes that it cannot be assumed that all employers look for exactly same aspects; nonetheless, aspiring lawyers have to exhibit certain visible skills to succeed as a barrister or solicitor and to work successfully in the competitive business world.     In recent times, there has been increased emphasis on the need for soft skills among legal profession, and the various legal firm has responded by introducing training courses and programmes to train their lawyers and partners in oft skills (Giusti, 2007).   Soft skills are basically defined as skills that impact the manner people interact with each other (Giusti, 2007). They include effective communication, interpersonal skills, leadership, team building and on an advanced level, career planning, project management and time management. Soft skills are normally contrasted to technical skills, where for lawyers these include, knowledge of the law, legal analysis, legal drafting and legal practice.   Whereas the business world has been using soft skills for a long time, the legal profession only realized the significance of soft skills recently. Soft skills are therefore important in legal field when interacting with current and potential clients, and in the firm when interacting with superiors, juniors and other employees (Giusti, 2007). The legal world seems to have realized that to succeed in his career and employment, a layer needs to understand and effectively use both soft skills and technical skills. It is against this background that lawyers have to learn and master soft skills.   

Impact of Religion on Contemporary Politics Essay Example for Free

Impact of Religion on Contemporary Politics Essay Amongst countless issues of the decade, an appealing dispute, that is persistent, is the significant impact of religion on contemporary politics and its perpetual distinction between the positive and negative influences that is associated with the effect. Religion has consistently been a resilient drive of change, development and settlement. Religion has been the core of several systems of human affairs that co-exist today including economics, welfare, law, philosophy, art and most importantly, politics.[1] However, according to historian Farhang Mehr, a realistic appraisal of the current impact of religion on the official policy and governmental structure of each country can only be made in its historical context: the record of the colonial rule in that country, indigenous conditions, cultural background, and peoples real and perceived grievances. [2] Relevant examples consisting of the attitude of religion in the political affairs of Israel[3], the influence of the Roman Catholic Church in shaping the entirety of politics in Quebec[4] and the emergence of Islam as a political force in many countries like Iran[5], reveal that these events and many others throughout history are substantial catalysts in determining the intensity of the religious impact on modern-day politics.[6] The impact of religion on politics cannot be seen with all its fierceness and intensity anywhere else in the world but in the Middle East as it highlights the Arab-Jewish wars in the region that have been going on and off for almost the past 60 years.[7] Religion is of utmost importance in the Holy Land (Israel) and hence, religious disputes are a commonality to the Israeli crowd which is a combination of religious (observant) and non-religious (secular) Jews.[8] The arrangement creates an environment where either party has harsh demands and even though, neither group ends up winning; it always leads to frustration on either side.[9] The role of state-supported religion is usually studied as the issue that is responsible for the problem in the relationship between religion and politics.[10] Despite the fact that the major monotheistic religions namely Judaism, Christianity and Islam take pride in originating in the Holy Land of Israel, the population of Israel comprises of 80% Jews; of which approximately one-fifth consider themselves to be religious or in other words, wholly or partially observant of Jewish law.[11] The vast remainder of the Jews still pursue the path of their ancestors by practicing the traditions and sacraments of Judaism but persevere to maintain a Jewish state by standing on secular ground.[12] All be it, whilst the virtually divided Jews were found surviving the disputes between the two groups, the aspiration of a Jewish state led to the encouragement that public policies of the nation should replicate its Jewish nature and be a stronghold for Jews all around the world.[13] From religious texts and proven findings, it is well recognized that the land that is called Israel, currently, is considered the Promised Land the land that they have always been promised by God. Due to various historical incidents that included invasions, battles and conquests, the Jews were spread across different parts of the Middle East and some parts of Europe. The followers of the Zionist movement (support of establishment of independent, separate Jewish State in Palestine)[14] pressed for a Jewi sh State and after plenty of bruises and broken bones, Israel was recognized and formed in 1948.[15] The very purpose of the formation of a Jewish state alone shows that it has more to do with the religion than with simply a group of people wanting a country and therefore, it is clearly evident that religion has played a major role in the shaping of the politics of Israel. The only essential conclusion is that decisions in modern-day politics in Israel usually comes down to two religious groups than two political groups due to diverse interpretations of the religious teachings and traditions, and the excessive popularity of secularism in most parts of the world. The fundamental religious values affect the complex of power and search for national goals that shape the contemporary Israeli political horizon.'[16] Similarly, the dominant presence of the role of the Church in aligning communities to live in peace and harmony and to be subject to law and order through the aspect of politics is extremely evident as is seen in the case of the Roman Catholic church in Quebec, Canada. The province of Quebec is fashioned upon religious intentions and till date, these ideals uphold grand authority in organizational decision making of the governments law and regulations. Two major factors indicate the impact of the Church in the making of Quebec, of which includes primarily, the assistance offered by the government (comprised of passionate Roman Catholic, French officials) in the settlement of French Roman Catholic immigrants that arrived in Canada post-1639.[17] During this period, a member of the royal council of Louis XIII of France, Cardinal Richlieu,[18] vigorously promoted the emigration of Roman Catholics to Frances colony, New France (Quebec) because he believed that Quebec, like France, was de stined to be a purely homogeneous group of people the idea of one religion, one language, and loyalty to one monarch.'[19] Quebec is spectacularly distinctive in the North American continent as it stands as the only political unit that comprises of, simultaneously, a predominant French and Roman Catholic combination of people.[20] Unlike other French Catholic countries like France or Italy, the Catholic approach of Quebeckers is more intense in that that a French Canadians entire thought process, his/her value system, lifestyle and government, is massively influenced by the doctrines and social philosophy of Roman Catholicism.'[21] This religious standpoint in administration is a result of the occurrences in history that Quebec underwent during the times of the French dominion in North America. The early settlers in New France (Quebec) were dependant for leadership upon two distinct authorities the Governor and the Bishop of Quebec. When the British subdued the French, the French settlers in Quebec paid minimal regard to the legitimate English civil authority as a colonial administration but instead, subjected themselves to the effective guidance and leadership of the Catholic church which was the only, other viable option available to them.[22] The circumstance not only led to the Churchs impact on politics but highlights the Churchs responsibility in replicating its values and philosophy in not alone moral and religious affairs, but also, economic, social, educational, and largely political matters.'[23] Secondly, the endorsement of measures by the authority composed of clergy of the Church of Quebec in regards to encouraging the natural increase in populace, particularly referred to as revenge of the cradle, highlights the influence of the Church in long-standing Quebec while working towards building a state that is able to maintain its identity and not be pacified by other dominant parties.[24] With the British conquest of Quebec from the French, it was generally perceived that the British administration would eradicate the identity of the French-speaking, Roman Catholic community by imposing rules like mandatory speaking of English at all levels of the state, by excessively populating the colony with English Protestants that are loyal to the British crown or through other fiercer means. In order to protect the identity of the French people of Quebec, the Churchs leaders initiated steps to increase the population. For instance, fathers (considered heads of families) were offered compensation that included a family allowance bonus if they had at least ten children while on the other hand, they would be fined if they did not arrange for their sons and daughters to be married off at an early age. To persuade young men to get married, they were forbidden from the right to hunt, fish or trade with the indigenous people in the land or even go into the woods, as the experience was considered a form of pleasure.[25] These occurrences aid in vividly understanding the concept of the revenge of the cradle which in its broadest sense refers to the state at which the birthrate of a minority group (French-speaking population, Quebec in Canada) is higher than that of the majority, principal group (English-speaking population, remainder of Canada) from fear of oppression or dominion.[26] Even though the Churchs role had a major effect in the politics of Quebec, the influence of the Church gradually declined long after due to the developing ideas of secularism. However, that does not prove fatal to the case in that the foundation of the politics of Quebec will always have been founded upon the philosophies of the Church. As perfectly laid out by a scholar, Although the leading role of the clergy in political affairs was to be challenged by the slow growth of a new lay leadership after 1800, the Church has been able to retain its pre-eminent position in most of the other fields up to the present time.[27] Likewise, the impact of religion on politics is well portrayed as in the case of the Islamic drive in the development of Iran. Historian, Fahrang Mehr wrote about the connection between religion and politics in the shaping of Iran, In the last three decades, Islam has emerged as a political force in many countries, including Iran. It has been a driving power behind revolution, assassinations, seizure of holy places and terrorism.[28] It is apparent that modern-day surroundings allow for the identification of drivers of change like Islam to allot power towards political and social agendas. Mehr further adds, Iran requires careful evaluation of the extent to which post-revolutionary Islamic regime has infused religiosity in the Iranian polity. The study should also take into account the credibility of clergies and the religious laymen who rule the country, bearing in mind that change is an organic process.[29] Rich historical data supports the fact that religion, liberalism, nationalism and monarchism were intertwined to Iranian politics which led to the shaping of the Islamic dominion in Iran.[30] In 651 CE, the Arab invasion of Iran led to the elimination of nationalism due to the influence of Islamic principles but eventually (in around 1502 CE) studies recognized that nationalism and religion particularly Shiaism, again intermingled and safeguarded Irans independence from the invasion of the Ottoman Empire (which demanded loyalty of all Muslims).[31] Above all, the Iranian Revolution in 1978-79 proved to be an important manipulator of law and governance in Iran including the states internal policy which in turn mainly affected educational systems and the kind of learning imparted to the students based on Islamic fundamentalism.[32] That being told, Islamic fundamentalism is often misjudged. The term is usually represented on a level of faith and while giving it meaning it could turn out to be profusely negative rather than positive.'[33] One analysis reveals that, In relation to Islam, it is important to recognize that the term fundamentalism (usiliyyah) is not self-descriptive but has been applied by others in their attempts to describe and understand contemporary Islamic history and politics.'[34] In correspondence to Iran, fundamentalism has a profound stance unlike in other Islamic nations. The Iranian government has steadily been involved in competition with Saudi Arabia (the epicenter of the Muslim world) to stay up to par in procuring the attention of the Islamic world and gaining significance; thus, offering home and harbor to the worlds Islamic fundamentalists which include leaders, activists, thinkers and others. This is done on the watch of the Iranian Foreign Ministry by hosting events, seminars, conferences and so on for increasing awareness.[35] The Iranian government is motivated by Islamic principles and continues to be a mark of strength in the Muslim sphere and thus, it is evident how effectively a religion can influence the politics of a nation. There exists several other countries that have undergone certain historical incidents generated by the influence of one or even more religions leading to transformations in contemporary political models and structures that are quite similar to the impact of the Zionist Movement (Jewish group) that led to the whole new formation of a nation Israel, the significant role of the Catholic Church in the polity of Quebec and also, the foundation of the Iranian polity on the concept of Islamic fundamentalism. As much as this research justifies the argument that the historical background of a religions doing has a part to play in figuring out the style of modern-day argument, it is also manifest that contemporary politics might not be entirely continuing in the path set by past occurrences. For instance, present-day Israel, has a law that is influenced by the Jewish traditions and customs which would include that all glory belongs to God for He protects His people as in the days of Moses but then comes a trend tending towards self consciousness where the people of the nation are exhorted by their leaders to prepare for their enemies by training in self defense and learning to protect ones self.[36] Similarly, in Quebec, the public realize that there is a need for secularization and so, have advocated the limitation on the rights of the Church in the involvement in politics. However, there are some nations like Iran and Saudi Arabia that are unable to divulge from the law given to them and thus, maintain the relationship between religion and politics quite effectively; the results there of be positive or negative. The relevance of the impact of religions on politics is very significant in understanding why countries, nations and their leaders interact with each other the way they do and how the pathway of politics can be predicted based on past occurrences; thus, the issue of this research appeals to historians, politicians, religious leaders and educationalists all alike. Works Cited Blumberg, Arnold. The History of Israel. Westport, CT: Greenwood Press, 1998. http://www.questia.com/read/98623170. Knowles, Valerie. Strangers at our Gates. Toronto, ON: Dundurn Press, 2007. Liebman, Charles S., and Asher Cohen. Synagogue and State: Religion and Politics in Modern Israel. Harvard International Review 20, no. 2 (1998): 70. http://www.questia.com/read/1G1-30308720. Merriam-Webster, Zionism. Last modified 2012. Accessed November 15, 2012. http://www.merriam-webster.com/dictionary/zionism. Milton-Edwards, Beverly. Islamic Fundamentalism since 1945. New York: Routledge, 2004. http://www.questia.com/read/108858736. Quinn, Herbert F. The Union Nationale: A Study in Quebec Nationalism. Toronto: University of Toronto Press, 1963. http://www.questia.com/read/2983146. Rubenstein, Richard L., ed. Spirit Matters: The Worldwide Impact of Religion on Contemporary Politics. New York: Paragon House Publishers, 1987. http://www.questia.com/read/94614328. Sharkansky, Ira. Politics and Policymaking: In Search of Simplicity. Boulder, CO: Lynne Rienner, 2002. http://www.questia.com/read/105768998. Suyama, Nobuaki. Quebec: Populate or Perish. New Zealand International Review 22, no. 3 (1997): 15+. http://www.questia.com/read/1G1-20059576.

The New Hydraulic System Engineering Essay

The New Hydraulic System Engineering Essay The major aim of the project is to investigate about the new hydraulic system of a380 and the reasons for increasing the hydraulic pressure from 3,000 psi to 5, 000 psi. The project is also intended at discussing and investigating about the new electro- hydrostatic actuators which uses this high hydraulic pressure. This report emphasiss on how this hydraulic system with 5,000 psi works and how it is better than previous hydraulic system. Saving Weight is the major reason for using 5000 psi hydraulic system in a380. By using higher pressure and smaller volume of fluid though the pipe of smaller radius, saves tonne of weight throughout the aircraft. Earlier used in military aircraft, this 5000 psi hydraulic system helps to reduce overall weight of the aircraft by reducing size of pipelines and other components. Fig.1 Kevlar hydraulic hoses, used for carrying high hydraulic pressure in A380. (eaton, 2006) Architecture of a380 hydraulic system differs extremely from other aircrafts, it uses pipeline specifically made of titanium and eight de- clutchable hydraulic pumps being used to achieve this high pressure of 350 bars. Also hydraulic power packs serve as backup for primary systems, instead of secondary hydraulic system which reduces maintenance and save weight. The very obvious reason that come to mind for using an enormous 5000 pounds per square inch seems to be the fact that there is need of massive power needed to fly the giant A380. But there is a lot more to it. The technical reason for that is the weight saving that the designers envisaged. In conjunction to the principles of physics, the pipelines of the hydraulic system have been designed to a smaller diameter as opposed to those used in other wide bodied aircraft, like B 777 in close enough range of A 380. As we know Force = A * P Where A is the cross section area and P is the pressure exerted by the hydraulic fluid Smaller diameter of pipelines enables greater hydraulic pressure to be exerted. Thus apart from giving enough power to drive the controls, it also provides the adequacy for lightweight components though they needed to be stronger. So this reduces overall weight of the aircraft. The way A380s hydraulic system is designed is completely different from those of others. The fact that its piping system is specifically made of titanium. Eight hydraulic pumps that are clutch able add to the extraordinary feature of this beautiful machine. Also, power packs that are driven hydraulically provide back up for the main hydraulic system. His eliminates the need for a secondary system that is normally implemented for redundancy. Here we see an intelligent application of a really appreciable weight reducing technique. This not only saves weight of the aircraft, but also takes a leap across in the world of engineering, in aircraft manufacturing and provides a base for producing aircrafts with such excellent duplicity in designing power store for possibly bigger aircrafts. Assuming the A 380 was made with the conventional 3000 psi, it is logical to say that the overall size of the now a380 would have been much bigger. As the experts say, an A380 with a working pressure of 3000 psi would have a nominal diameter of more than 3 inches as opposed to nearly 2 inches which is the actual. The reason as discussed before is the bigger size of the hydraulic components and the pipelines. This in turn would have demanded bigger housings and heavier mountings for a robust structure. Moreover the fittings that join these components would obviously be proportionally bigger and thus adding to weight of the aircraft. All this idea of weight saving methods has been targeted to the profits that the air carriers would yield in the long run. It translates to having bigger payload capacity that generates more revenue for the business involved. The hydraulic pump is located on the engine gearbox that runs on the mechanical power provided by the engine and turns it into hydraulic power. This hydraulic force of the fluid is exerted to the flight control surfaces like the rudders, ailerons, flaps, elevators. Transformation of the hydraulic energy into mechanical energy is felicitated by electro hydraulic actuators, which is another key feature in the making of A 380. These electro hydraulic actuators are driven through electrical power available from the aircraft generator or the TRUs (transformer rectifier units). They have got electro hydraulic static valves. Figures reveal the advantageous design better. As we know from the mathematical relation, Power = C * P Where C is the volumetric flow rate and P is the pressure exerted. A constant power output would imply change in either of the quantities, i.e. force or pressure. Therefore an increase in pressure would lead to reduction in the rate of flow of the fluid, which is about 40% in A380s case. Consequently, the flow rate in the 5000 psi system is about 42 gallons per minute which in a hypothetical 3000 psi system would have been 70 gallons per minute. So clearly we see a remarkable difference in the amount of fluid flowing per unit time in this instance. But considering the size of A380, this would not have been feasible like it is in case of other aircraft, or even for that matter the jumbo jet B747. Airbus successfully achieved an appreciable 20% reduction in the weight by switching to more pressure and lower flow rate that very well suited to a system that involve figures about masses and quantities, precisely 2500 pounds of weight. But, the only drawback for using this 5000 psi is that the components are not available easily. Invention of hydraulic power generation system Apart from the aviation industry, there are not many  industries  that put emphasis on ways of weight reduction. In an industry of commercial aviation,where  the sole source of profits are the flying machines. To make that happen effectively efficiently and economically, there is constant research and development going on throughout the world to develop new technologies and devise new methods of advancement in the field. Every ounce of weight of the mass of the aircraft  would  imply an extra amount of fuel to be consumed. Thus in an effort to reduce the weight and amplify the power to mass em and ultimately increase profits, Airbus endeavoured to save weight of A380.   A hydraulic system with an operating pressure of nearly 5000 psi is not the latest trend though. Since 1970s, military  aircraft  of sophisticated kind have been using such a mean pressure, but with the advent of the giant beauty, it is the first time that such high a pressure has  been  used in passenger aircraft, against the  conventional  3000 psi hydraulic systems, obviously with the exception of Concorde which featured a 4000 psi system. Components that are used in such military air machines need to be light weight as well as strong enough to handle such fluid  conditions. Similar requirements were demanded by the  design  of A380.   When the bright idea of building the worlds largest commercial carrier  was still on paper, Airbus did know that weight and volume of the structural parts and components involved would be the most critical factor in practical. Engineers and designers pondered upon the expertise that would go into it and discussed the latest hydraulic system technologies. These co-ordinated efforts led to a plateau phase that lasted four months, in which the criteria and the specifications of the components and materials involved were developed. The outcome was that the trade of fuel distribution  system  and the hydraulic power generation system was ultimately given to Eaton Corporation.   A380 HYDRAULIC SYSTEM BLOCK DIAGRAM As compared to other airbus hydraulic system, this A380 got only two hydraulic systems i.e. green and yellow, replacing the third hydraulic system by electro- hydraulic system which comprises of EHA and EBHA. fig.2 block diagram (eaton, 2006) A380 HYDRAULIC AND ELECTRIC POWER SOURCES fig.3 hydraulic sources (tron, 2007) electro hydrostatic actuators fig.4 electro hydrostatic actuators (tron, 2007) EHAs are electrically operated actuators, which replaces the third hydraulic system in an aircraft, thus it simplifies the aircraft architecture and makes it more reliable. It has an advantage of storing the pressure internally, when there is no movement in the motor, thus it reduces the power usage. WORKING AND CONSTRUCTION OF THE SYSTEM   It is the first time in the civil aviation history that flight actuators are incorporated that are powered solely by electricity that give back up to the  hydraulic  powered flight control actuators. When required they augment the primary  actuator. They contain their own hydraulic  and electrical supplies.   For aileron and elevator  movement  EHAs or Electro- hydrostatic actuators are used. For rudder and spoilers movement they are used as EBHAs Electrical back up hydrostatic actuators.   As the pressure has increase from 210 bar (3000 psi) to 350 bar (5000 psi), this has led to thinner pipelines being used. The conventional metal to metal fittings have been replaced by isomeric sealing which bind the metal chemically. Tests have proved that such high pressure would not degrade any chemical or physical property of the fluid, with an added advantage of saving about a metric ton! Hydraulic system of A3809 consists of eight Vickers PV-300-31 hydraulic pumps that are engine driven and are of variable displacement type that have a displacement that deliver at a  rate of 42 gallons per minute at 3775 revolutions per minute. Their displacement is  47 ml per revolution There are two unique features that set this kind of pump apart from traditional type of hydraulic pumps. Firstly, the disengagement clutch that is not found on any of the other commercial or military aircraft. For instance, if any of the eight pumps is not working, it can be de clutched or separated from the system. Then the pump cannot be engaged, with the exception on ground that too by manual means. The second important characteristic of this kind of pump is pressure pulsation. Generally, there are pressure fluctuations n a pump, typically about 10%.] I.e. The value of the pressures generated can vary to about 10% above and below of the nominated value. Even in recent models, this pulsation is about 5%. But Airbus wanted the value to be as low as 1%. These results were immaculate. It led to a system which had variations to a maximum of 4900 psi and 5100 psi on both sides. Low noise levels were an added advantage.   Another important Development with the upcoming of A380 is that they have incorporated four 150 kVa electrical generators which can be frequency controlled. Thus eliminating the use of constant speed drives (CSDs) and better reliability.  Embedded in the same electrical system are the new aluminium power cables that have replaced copper. Thus saving on weight for an aircraft that requires numerous cables running in it for such complex systems.  This power system of the A380 is fully digital and computerised. So the contractors and the breakers have been replaced by solid state devices for better performance. Extending discussion about the electrical power system of A380, it would be logical to mention the illumination system. The lighting is provided by the LEDs which have replaced conventional bulbs. These multi spectral LEDs are capable of producing day like effects anytime and producing shades of variable candela and contrast.   Fig5 components operating the hydraulic system (eaton, 2006) GROUND SERVICE PANEL: According to the fig.2, ground service panel is located at the foremost part of the aircraft in the hydraulic bay and is used for monitoring and maintaining the hydraulic system. Basically it consists of pressure and level gauges, to keep a check over the fluid levels and air pressurization. Fig.6 ground service panel (eaton, 2006) ENGINE DRIVEN PUMP: The main source of supplying 5000 psi is EDP, there are total eight Vickers branded engine driven pumps being installed on the airbus a380 and each being powered by the gear box, supplying the rate of flow of 160 l/min (42 gpm) at 3775 rpm.These pumps are based on clutch mechanism which enables them to disconnect from the engine gear box as required on flight or on ground. Fig.7 engine driven pump (EDP) (eaton, 2006) FIRE SHUT OFF VALVE: Four fire shut off valves being fitted in A380, in order to shut the hydraulic lines in case of major incidents or engine failure. The unit consist of an electrical motor, which has been designed specially for low electrical consumption, saving notable weight of the aircraft cables. Fig.8 fire shut off valve (eaton, 2006) SLAT DRIVE SYSTEM: This system consists of a hydraulic motor, sensors and brake release mechanism, where motor is bi- directional with variable displacement in nature and sensors are based on closed loop motor control mechanism. it is the first commercial aircraft, which uses this variable displacement motors to operate the secondary flight controls. Fig.9 hydraulic motor (eaton, 2006) HIGH PRESSURE MAINTENANCE FREE ACCUMULATOR: These accumulators are mostly used for maintaining the brake system of the jumbo jet during parking mode and also used as backup for emergency braking. They are charged with helium and can only operate with high pressure hydraulic fluid i.e. 5000 psi. Fig.10 high pressure accumulator (eaton, 2006) HYDRAULIC SLIDING UNIONS: These sliding unions are used for distribution of hydraulic power to different sections of aircraft such as rudder, elevators, landing gear etc. They are used for supporting pipe length during contraction and expansion, due to thermal changes and significant wing deflection. As shown in fig.2, they are located at rear spar area of the wings. Fig.11 hydraulic sliding unions (eaton, 2006) Highlights of new hydraulic system C:Usersswatinw sngsPictures380 10.jpg Fig.12 highlights of new system (bugatti) Electro hydrostatic actuators (EHAs)   These are for back up flight controls and are driven by mini pumps which are smaller that conventional pumps  but capable of delivering fluid at 5000 psi. Massive size of a380, brings out a new approach to its flight control system, moving these large surfaces hydraulically being proposed but later replaced by the new hydraulic plus electric architecture known as electro hydrostatic actuators. http://www.messier-bugatti.com/IMG/jpg/hmp0033n.jpg fig.13 mini pumps (bugatti) Hydraulic filtration and distribution   Its components are made of titanium so it can bear high pressures, being stronger and lighter in weight at the same time. Steering system To impart great manoeuvrability to the aircraft, Messier Buggati developed variable architectures to enhance the same. for example,   the nose wheel was managed by a software  Ã‚  IMA ( Integrated Modular Avionics) and a backup circuit of the type LEHGS (local electric hydraulic generation system) to support the main circuit for the nose wheel. The two rear wheels on each of the two central bogies are controlled by RDC (remote data concentrators) along with IMA. http://www.messier-bugatti.com/IMG/jpg/hs0013nblocorient_ra_a380-230-2.jpg fig.14 A380 steering system (bugatti) An application of the same is WABSIC  that  stands for  wheel and braking system integrated components  , it has two functions.one is to ensure the rotational speed of the tyre, other is to monitor the tire pressure through wireless data transmission. Moreover a brake cooling fan is part of this integrated unit. The same manufacturer Messier Buggati is responsible for the brake temperature monitoring system and oleo pressure monitoring system on the A380   Braking control system This is controlled by two main circuits fed by two hydraulic circuits, both operating at 5000 psi and monitored by the IMA software. The alternate system which uses de centralised  hydraulic system is also a full brake by wire system which is controlled by an analogue computer and has an emergency baking control unit (EBCU). landing gear hydraulic system As everyone knows that the world biggest airliner a380, has gained much of media headlines for building the jumbo jet with the hydraulic pressure of 5000 psi and they uses this pressure for operating their landing gear systems, which was a big challenge to work on. Maximum take-off weight of a380 is 560 tonnes, out of which 20 tonnes is only of gear itself. Landing gear retraction and extension system is the major element, which manages the landing gear of a380 having total of 22 wheels with 5000 psi. LGERS also introduces the new electromechanical uplocks, which are used for locking and the unlocking undercarriage bay doors and landing gears. These up locks can be used in normal mode as well as in emergency mode, but because of its weight they being replaced by the electromechanical actuators which are far more Compaq and cheaper as it eliminates the use of cable riggings which saves weight and cost as well. There are total 12 up locks being installed on a380, which are easy to maintain as it removes the need of bleed hydraulic system.

Own Labels In The Uk Smoothies Market Marketing Essay

Own Labels In The Uk Smoothies Market Marketing Essay For the purposes of this report a smoothie will be defined as a drink that is made with pure crushed fruit, but which may also include a small amount of fruit juice or purà ©e, yogurt, milk or soymilk, and is smooth in texture (Mintel, 2010). 1.2 The UK Smoothie Market Although the smoothies market in the UK enjoyed a period of exceptionally strong growth of more than 150% between 2005 and 2007, this has now been stalled by the impact of the recent economic recession and consumers switching their loyalty to alternative, cheaper pure fruit drinks. As well as suffering from unfavourable economic conditions, smoothie manufactures have failed to convince UK consumers that the drinks are not full of calories and are not bad for their teeth., despite strong contradictory evidence from the British Nutrition Foundation. The result of all of this is that the smooothies market declined by some 36% between 2007 and 2009 (Mintel Report Sales Brochure, 2010). The brand leader in the smoothie market, Innocent, has largely been responsible for fuelling the growth in the market and despite the general market downturn, it still commands an 80% market share. However, Innocents market share has been boosted, not just by its own performance, but also by the decision taken by PepsiCo to remove its PJs brand in early 2009. PepsiCos rationale for removing the brand was that it enabled it to focus on its best selling Tropicana brand, which added a smoothie to its range in February 2008 (Lewis, 2008). The smoothie market is now showing signs of a fragile recovery and Mintel forecasts that improved economic conditions, together with the increased penetration of the childrens market, will see the smoothies sector returning to growth soon see Figure 1 below (Mintel Report Sales Brochure, 2010). FIGURE 1 Trends and Forecast for Volume Sales of Smoothies, 2005-2015 Total Index % annual change m litres 2005 27 66 +69 2006 52 127 +93 2007 70 171 +35 2008 60 146 -14 2009 45 110 -25 2010 (est) 41 100 -9 2011 (fore) 44 107 +7 2012 (proj) 48 116 +9 2013 (proj) 53 130 +12 2014 (proj) 58 141 +8 2015 (proj) 64 155 +10 2.0 The Importance of Branding in the Smoothies Market With consumers becoming increasingly sophisticated and confident in being able to differentiate between the offerings of various suppliers in a marketplace, the value of a strong brand has never been more critical (Mitchell et al., p.201. 2003). According to Aaker (p.95, 1996), to be successful, brands should offer consumers a value proposition, which constitutes functional, emotional and self- expressive benefits. Branding is critical in the soft drinks market as a whole. For example, Coca-Cola (a stakeholder in Innocent) believes that 96% of its total worth as a business can be attributed to its brand (Knox, 2004). In the smoothies market the brand leader, Innocent, has demonstrated the value of a strong brand. The name Innocent positions the brand as simple, pure and safe thus delivering both functional and emotional benefits within its brand value proposition. There are a number of reasons why branding is critical to success in the smoothies market, namely: Consumers are cynical about manufacturers claims of the health benefits of smoothies. Consumers believe smoothies are too expensive compared to other fruit drinks. Because smoothies are a relatively new product in the market they do not resonate with the 45+ age group which is a potentially significant market segment for smoothies. The distribution of smoothies relies too heavily on the big supermarket chains leaving them open to competition from supermarket own brands. Smoothies brands have largely recognised the value of branding in the marketplace and this is evidenced by a three fold increase in total advertising spend in the sector in 2009/10. The leading brands have built up a lot of brand equity as a result (see Figure 2). However, despite this the leading brands have not been able to rely on their brand reputation and equity to boost sales, rather they have had to discount the price of their products extensively in 2008/9, which may impact negatively on the equity of the brands in the longer term. Figure 2: Personalities of Various Smoothie Brands, May 2010 Benecol Innocent Ellas Kitchen Tropicana Average Base: internet users aged 16+ who have heard of the brand 1,517 1,795 674 1,718 % % % % % Authentic 10 19 10 16 14 Boring 9 2 4 3 4 Cool 6 21 10 16 14 Delicious 9 35 10 28 21 Engaging 5 12 6 8 8 Exciting 4 19 9 11 11 Fun 5 26 12 15 14 Genuine 14 23 12 20 17 Healthy 42 49 19 36 36 Natural 23 43 18 31 29 Refreshing 9 30 11 34 21 Special 9 22 8 11 12 Tired 4 1 3 3 3 Traditional 8 7 8 19 10 Unappealing 11 4 5 4 6 Unhealthy 1 1 2 2 2 Vibrant 4 18 8 13 11 Source: GMI/Mintel 3.0 The Threat from Own Labels in the Smoothies Market The growth of supermarket own label brands is having a big impact on the sale of manufacturer branded, fast-moving, consumer goods (Veloutsou, 2004). Supermarket own label brands are no longer just the lower quality and lower priced alternatives to manufacturer brands that they once were as since the late 1990s they have been offering a genuine quality option for consumers (Burt, 2000). Porters (p.49, 1989), includes the threat from substitute products as one of the five forces in his model of industry competitors see Figure 3 below. FIGURE 3 : Porters Five Forces Model of Industry Competitors : Substitute products, in the form of own labels, pose a significant threat to established brands in the smoothie marketplace. The leading brands, such as Innocent, are suffering from consumers switching to own label smoothie and fruit juice products, in the shorter term, due mainly to price considerations. The extent of this switch is evidenced by the fact that the large supermarkets now dominate the fruit juice drinks market with their own brands (Keynote, 2010). 4.0 The Brand Position of Tropicana in the UK Smoothes Market Best known for its fruit juice products Tropicana launched its smoothie in 2008 supported by a  £4.5 million promotional campaign. Owners PepsiCo intended that the Tropicana smoothie would fill the gap left by its withdrawal of the PJs brand. However, despite the huge investment in promotional support and PepsiCos knowledge of the soft drinks market, Tropicana has failed to deliver. Although it is now the second largest of the manufacturer brands, in terms of market share, it is a long way behind the brand leader, Innocent. Its sales and market share have also taken a nosedive from its peak of 2008 see Figure 4 below. Figure 4 : Trends for Take-home Market Share of Smoothie Brands, 2007-2009 2007 2008 2009 2007-09  £m % share  £m % share  £m % share % point difference Innocent 150 71 120 71 100 80 -33 PJs* 25 12 10 6 na na na Tropicana Smoothies 8 4 15 9 3 2 -63 Ellas Kitchen 1.5 1 2.2 1 2.5 2 67 Sub-total 185 88 147 87 106 84 -43 Others 4 2 5 3 4 3 Own-label 22 10 18 10 16 12 -28 Total 210 100 170 100 125 100 -40 * brand discontinued in late 2008 Despite its poor sales performance in 2009, Tropicana is not a bad performer, in terms of its appeal to consumers, with just over two-thirds of those surveyed by Mintel saying that they liked it and would buy it again. However, most consumers still regard Tropicana as a juice and not a smoothies brand. 5.0 Summary and Conclusions Following a significant period of growth, the smoothies market has declined in the last two years and is only just showing signs of recovery. The market is dominated by Innocent and other brands, such as Tropicana, have failed to establish a meaningful foothold despite massive marketing spends. Brand reputation and equity is key to the success of smooothies and Innocent has successfully established its brand in the consumer psyche. In terms of leveraging its brand then Tropicana has an inherent problem inasmuch as it is still best known as a fruit juice, not a smoothie, brand. It needs, therefore, to build its reputation as a smoothies brand by delivering a value proposition targeted specifically at smoothie drinkers and supported by its brand strength in the juices market. The fact that consumers generally like its smoothie product and would buy it again are a good foundation for future growth. Also, considering the brand personality scores shown in Figure 2, where Tropicana is generally in second place, there are opportunities to build on the brand attributes of authentic, cool delicious fun and genuine, in future promotional activity. The short shelf life of all smoothies makes it difficult for them to penetrate the on-trade. However, smoothies have not really targeted themselves at the impulse purchase consumer and, consequently, this is a potential area of growth as is the largely undeveloped childrens market. -

The secret of Wal-Marts success :: essays research papers

The world's largest retailer, Wal-Mart, is moving into Europe, and the UK is its second target after Germany. BBC News Online's Tim Weber looks at the secrets behind the company's success. The figures make the owners of corner shops and small retail chains shudder: Wal-Mart operates 3,601 stores, employs more than 910,000 people world-wide, sales amounted last year to $137.6bn (Â £85.7bn) - equivalent to a tenth of Britain's total economic output. Patrick O'Connell: The largest retailer in the world began life as a single store in Arkansas The company serves about 90 million customers every week and has stores in the United States, Puerto Rico, Canada, China, Mexico, Brazil, Germany, Argentina and South Korea. Where Wal-Mart treads, competitors tremble. UK supermarkets will face tough times, but consumers are bound to reap the benefits. Expansion Wal-Mart is the grand-daddy of all discount chains. Its huge US stores, twice the size of the largest European hypermarket, sell everything from food to clothing to sporting goods to hardware. Richard Quest delves into the secret of Wal-Mart's success Operating from cheap out-of-town warehouse sites, Wal-Mart's discount prices have trounced the competition. After the death of founder Sam Walton in 1992, the company briefly seemed to have lost its way. But under the guidance of new chief executive and chairman David Glass it soon re-invented itself. Wal-Mart offers a one-stop shopping experience, from groceries and clothing to hardware and work-out equipment Wal-Mart is now stronger than ever. Sales are rising again - up 17% last year. Strong consumer spending in the United States has helped the company's fortunes. But the main driving force of future revenues will be Wal-Mart's programme of relentless international expansion. In Europe the company has only entered the German market so far, buying 21 Wertkauf stores a year ago and adding 74 Interspar shops last autumn. Bob Martin, president of Wal-Mart's international operations, says he wants to serve "a good deal of Europe". And one of his vice-presidents, Carlos Criado-Perez, adds: "We are looking for any open door that could open in Europe." Wal-Mart wants to set up shop in cyberspace as well. Mr Martin believes the Internet is "at the threshold" of taking off and he wants his company to be "a dominant player". The secret of Sam's success Wal-Mart is a relatively young company, founded 37 years ago by Sam Walton. Sam Walton, self-made man and an American legend

Wellness :: essays research papers

Freshman seminar Wellness paper 101 Ways of doing It With Out Actually doing it This program totally wasn’t what I expected it to be. To my surprise the whole thing was actually about relationships, and what to do on dates without having sex, and or sexual influence.   Ã‚  Ã‚  Ã‚  Ã‚   Attending college is a very different experience. It’s when most of us experience life situations and learn to make our own decisions. The problem is that many students, due to the influence of our society, decide to have sex because â€Å"everybody else is doing it†. But what many students don’t realize is that there both rewards and consequences when dealing with sexual intercourse. This is an important issue, especially when most of my fellow peers believe in â€Å"casual sex†. I personally believe that sex is something that shouldn’t be taking lightly†¦in other words, I’m not anybody’s booty call!!!!   Ã‚  Ã‚  Ã‚  Ã‚  Anyways, back to the seminar. In the discussion, many of us realized that dates seem to be a thing of the past. No one really goes on a â€Å"one on one† date anymore. Its always a group thing, going out to a party or just hanging out. I can’t even remember if I’ve ever been on a real date myself. Relationships lack that solid foundation of one to one communication, which is probably why most teens have sex: it’s what’s expected, yet nobody talks about it.   Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  Ã‚  Ã‚  Ã‚  During the seminar, we were educated in finding other ways to express ourselves and feelings to each other. Even though some were far-fetched and unrealistic (for example: a grave yard walk), some were actually feasible (example: a picnic). A few of the other suggestions included a K-mart party, which I personally would’ve evr thought of, but I guess it is another alternative to sex. Some of the more realistic ones included walks on the beach, athletic activities, dinner and a movie. Hopefully some of these ideas will be used around campus instead of sex. Many attending the meeting suggested other dating ideas such as horseback riding, test driving cars and playing golf. I didn’t quite agree with them because a.) horses are big animals b.) I don’t have a license and c.) I HATE golf!!!! Also during the seminar, we participated in an activity. We were split into groups, based on gender. The girls that attended the seminar wrote down some of the things they like to do and some of the things they hate, the boys in the room did the same.

Islam’s Problems come from within Essay

* Criticism of propaganda type which world leaders try to persuade the world â€Å"this isn’t about Islam† * Rushdie argues that by giving examples how it is a) support of Bin Laden b) the Islamic together coming for the jihad c) the anti-Semitism blaming Jews for the September 11th issues etc. * Rushdie suggests a reasoning for the above written from fear of the west taking over there old-fashioned traditional way of life. * He emphasizing how â€Å"it is about Islam† : many political movements are now guided by radical Islamic organizations such as the revolutionary Shiite of Iran or the Taliban. * Rushdie continues by introducing a vital key point to his article. He criticizes such political groups for blaming outsiders for all â€Å"the ills of Muslim societies.† He then suggests that they are to accept responsibility of their problems and then they may be able to solve their problems by themselves. * Rushdie continues by showing how many Muslims are beginning to ask themselves such questions. He gives some specific examples of intellectuals of the Muslim world relating to that question. * He concludes by suggesting that the way to overcome the problem with terrorism today is by secularist-humanist principles which must be taken on by the Islam. In terms of what we have learned, we would have to say that Rushdie argument is valid. We can come to that conclusion by simply looking at his arguments; Rushdie doesn’t introduce new information in his conclusions relating to an argument. If the question of validity refers to the fact that Islam is the topic related to the terror attacks in September, then the argument can well be valid to a certain extent. However, it would morally be wrong to blame a religion for this mass murdering, as we know that generalizing that all Muslims are murders, is wrong and invalid. Although, one could argue the majority of the arguments Rushdie makes, the way he wrote them they are valid. Rushdie presumably has a strong historical knowledge to support his articles’ arguments. However, I believe a great deal of emotions came in play while expressing himself. We must not forget that Rushdie’s experience with the Islamic, (in direct reference to the fact he was ordered to be killed by a major Islamic leader) hence a possible bias on the issue. I fully understand such a standpoint as that of Rushdie; I too, when am asked to support my countries’ actions in regard to the Palestinian terror attacks, tend to become emotional and very protective. Therefore I understand the pressure release Rushdie experiences while expressing himself. Therefore I can also say from experience that I do not think that in such a state Rushdie would exaggerate to a point of absurd.

Lotus Rental Car Assessment Essay

INTRODUCTION Adding alternative fuel vehicles to the fleet is essential to our environment, beneficial for our consumers, and potentially highly profitable for Lotus Rental Car. With the everlasting increase in fuel, the consumer is looking for alternative ways to save money on fuel and at the same time be conscious about the negative impact that fuel and diesel have in our environment. Alternative fuel vehicles have never been more popular in the U.S. and are becoming a major source for public transportation. Our community has become educated about the damaging effect in which gas and diesel vehicles have been causing our environment. These vehicles are more environmentally friendly and are typically more cost-effective to produce. Therefore, it has a great financial impact to the common family. Alternative fuel vehicles can help our consumers save money on gas while simultaneously impacting our environment in a positive and healthy way. If Lotus Rental Car is aggressive and proactive in the purchase of alternative fuel vehicles, it will become the first major rental car company to lead a successful path to the future. Lotus Rental Car will become the model company of the new rental car era. We will decrease expenses, expand the variety of a new customer base, increase revenues through the new continuous revenue stream and sponsors. As a result of your new and wise investment, our company’s market shares and profits will soar to a new company and industry records. A new division to our marketing department will be established to help promote the importance of renting from Lotus Rental Car. The marketing department will incorporate the benefit to our environment along with the potential savings to our consumers. The brand new marketing campaign and strategy will help promote our new vision. The alternative fuel market has few competitors, therefore, giving us the opportunity to add new customers to our company. We will be the first modern company to benefit from this rare opportunity to dramatically increase our revenue flow. ENVIRONMENT It does not take long to notice alternative fuel vehicles on the road everywhere you go. These type of vehicles are becoming the new trend in today’s evolving automotive industry. As a community and consumer, we are more educated on how we directly impact our environment, both in a negative and positive way. Our federal government has developed agencies and passed federal acts to ensure we limit the harm we do to our environment. The United States Environmental Protection Agency (EPA) was established in 1970 and viewed as a necessary part of our federal government to help reduce our nation’s rising air pollution. According to the United States Environmental Protection Agency, â€Å"Transportation source emit greenhouse gases that contribute to climate change†¦In 2011, transportation represented approximately 27 percent of total U.S. GHG emissions† (â€Å"Transportation†, 2011). In other words, we will have a significant impact in reducing the greenhouse gases being emitted into our atmosphere. The EPA has been credited with significantly improving our air quality. In 1997, the Clean Air Act was passed to control and reduce ozone pollution. The Clean Air Act is essentially a fuel control measure to assist our local states in helping reduce our ozone pollution. Alternative fuel is significantly cleaner than conventional gasoline and provides significant reductions of certain compounds that contribute to air pollution and ozone pollution. According to Aaron Windecker and Adam Ruder (2013), â€Å"Emissions were reduced by adopting alternative fuel vehicles† (p.40). Their research concluded that alternative  fuel vehicles that were added to vehicle fleets had reduced emission that harm our environment. In today’s new automotive industry, we can see how these measures have greatly impacted our communities and businesses. Almost all major ports are transitioning to alternative fuel vehicles. In the Long Beach and Los Angeles Ports, traditional diesel semi-trucks are no longer allowed access. In 2008, the Los Angeles Port established the Clean Truck Program to assist the Clean Air Act. This program targeted major sources of air emissions and incorporated a ban on polluting trucks. All pre-1989 trucks were banned from entering the port. Research conducted by the Clean Air Act showed that â€Å"In its first year, the program reduced the rate of port truck emissions by an estimated 70 percent, and when fully implemented in 2012, the emissions were reduced by 80 percent† (â€Å"Portoflosangeles.org†, 2014). This is just a small example of how one port can positively impact the environment. A comparable impact can be accomplished here at Lotus Rental Car. By altering our fleet to provide more alternative fuel vehicles to our consumers, we will be contributing to our environment by improving our current air quality, ozone layer and reducing toxic air pollutants. Transportation agencies are also transitioning to alternative fuel vehicles. Buses being operated by diesel and gas are being phased out and being replaced with environmentally friendly fueled vehicles. Our local cities are purchasing alternative fuel vehicles and are incorporating them into their general use, such as for police detectives and forensic units. There is not a negative impact to our environment if we change our fleet to be more diverse and environmentally friendly. CONSUMER In today’s changing market, traditional fuel sourced vehicles such as gasoline and diesel are no longer fulfilling the needs of every customer. â€Å"Vehicles and the fuel it takes to power them, are an essential part of our American infrastructure and economy, moving people and goods across the country† (Department of Energy, p. 1, 2014, October). Expanding our  market-share in the leasing of vehicles will require a more diversified lineup. We want our customers to understand that at Lotus, we are not thinking just about profit for our company; Lotus is also concerned with the moral values of each customer. Once we introduce our new fleet of vehicles which will include an alternative fuel source vehicle, we will be ahead of our competitors, and our growth will occur as projected. Doing our best to provide a full selection of rental cars including alternate fuel source vehicles will satisfy and meet the demands of today’s consumer. As the technology improves, more people are becoming aware of how traditional fuels, such as gasoline and diesel fuel harm the environment. Today’s consumers are concerned with these harmful effects, and wish to do something positive about it. â€Å"Alternative energy sources and technologies can play a vital role in lowering or eliminating our reliance on fossil fuels† (Kouroussis, D., & Karimi, S. 2006, August p 346). By providing alternative fuel vehicles, we are allowing our environmentally conscious consumers a means of transportation in which they save money in fuel costs and reduces the spread of air pollution. Those consumers will generate more business for us by sharing their rental experiences with both their colleagues and family. Everyone wants a healthy environment for the future generations. Traditionally fueled vehicles will no longer make up the majority of all vehicles being currently rented and operated today. Yes, technology is changing daily, and scientists that work for the U.S. government are still developing ways to both increase fuel efficiently and reduce harmful emissions. However, we do not know when the next breakthrough in technology will become available to the market; Lotus needs to utilize the current technology today. The risk of incorporating alternative fuel source vehicles is one which Lotus needs to consider. Let us be the first rental company that offers a wider selection of vehicles by including the alternative fuel vehicles. This action will give our environmental conscious consumers a better feeling of spending their money with a company that aligns with their morals. Traditional fuel sources such as gasoline and diesel fuel may be a thing of the past, let us move forward into the future today. COST The initial cost of adding alternative fuel vehicles to the Lotus Rental Car fleet would be substantial. Generating revenue through selling additional shares on the stock market could have a negative effect if we do not show a profit after the first quarter in which we introduce a new fleet. There is only one other car rental agency that rents alternative fuel vehicles, which means we would have minimal competition in the industry. The United States currently has about 250,000 natural gas vehicles on the road today (â€Å"Cngnow.com†, 2014). Within the next ten years, that number is expected to increase by more than 200 percent. Not only do consumers want to buy eco-friendly cars, but they also want to rent them. Our proposed expansion shows this is the best time to invest in the alternative fuel industry. Research tells us there is a large market, and we would expect to see a substantial profit from our investments. Adding new alternative fuel cars to our fleet will increase our customer percentage. Our new customer growth is expected to increase by 30 percent. Traditionally, more than half of new customers become long-term loyal customers. There is already a need to replace a large percentage of aging Lotus Rental Cars. This would be a great opportunity to retire some of the aging vehicles and implement the new alternative fuel vehicles to our new fleet. Replacing older vehicles as they phase out would cut cost while adapting to a more eco-friendly consumer service. Nearly three-quarters of drivers would consider an alternative fuel vehicle for their next car (â€Å"Consumersunion.org†, 2012). We believe renting is no different than buying. A fleet of twelve new vehicles per lot would cost Lotus Rental Car Company approximately $420,000. After one year, we would have all the cars paid off, therefore, a large portion of the rental fees would be primarily profitable revenue. It truly is a great long term investment in the company where the potential growth could exceed previous rental car records. After the first quarter with our new fleet, there could be a potential of a 100 percent growth rate by the end of the year. By gaining a competitive edge on the fact that we are the only company in our region to offer this service, it appears the pros significantly outweigh the cons. According to Natural Gas Vehicles for America, Compressed Natural Gas (CNG) currently costs approximately $2.13 per gallon compared with approximately $3.90 for gasoline (Keys, 2012, p.1). As being significantly more cost effective per gallon, CNG vehicles also go farther distances per gallon, which is even more of an incentive to consumers that have to fill up their rental car. Not only are you saving the environment but you are also saving the money in your consumer’s wallet. By not investing in natural gas vehicles, we would lose out on substantial tax credits in which the government is currently offering. If we switch over by December 31, we will save 25 percent on the total purchase price per vehicle. By all of these pros outweighing the cons, there is no reason we should not already have bought these natural gas vehicles. CONCLUSION If Lotus Rental Car transitioned towards purchasing a large number of alternative fuel vehicles, it would lead the rental car industry in the largest transition of this industry’s history. Consumers and sponsors would view Lotus Rental Car as environmentally friendly and the new leader in the industry. Our goal is that Lotus Rental Car will become one of the most profitable businesses while being environmentally and consumer friendly. There are no glaring drawbacks to our valuable environment, and both the consumer and our company can benefit from the savings. Let Lotus Rental Car make the successful investment today to modernize and lead the automotive industry towards alternative fuel vehicles. REFERENCES consumersunion.org. (2012). Retrieved from https://consumersunion.org/news/consumer- reports-survey-americans-say-fuel-economy-most-important-car-buying-factor/ cngnow.com. (2014). Retrieved from http://www.cngnow.com/vehicles/consumer- vehicles/Pages/information.aspx Department of Energy, (2014, October). _Vehicles_. Retrieved from http://energy.gov/public-services/vehicles epa.gov. (2011). Retrieved from http://www.epa.gov Keys, R. (2012). Southwestern energy touts CNG. Arkansas Business, 29(20), 20. Retrieved from http://search.proquest.com/docview/1019740298?accountid=458 Kouroussis, D., & Karimi, S. (2006, August). Alternative Fuels in Transportation. _Bulletin of Science, Technology & Society, 26_(02770), 346-355. Retrieved from http://bst.sagepub.com.ezproxy.apollolibrary.com/content/26/4/346 portoflosangeles.org. (2014). Retrieved from http://portoflosangeles.org Windecker, A., & Ruder, A. (2013, August). Transportation Research Part D: Transport and Environment, _23_, 34-40.

Performance Style of Dave Brubeck

The performance style of Dave Brubeck Dave Brubeck’s unique performance style is characterized primarily by his use of polytonality, polyrhythm, and immense amounts of improvisation. His style grew from his upbringing and as he put it, â€Å"different approach to all of the normal things†. By no means did Dave take the normal approach; he made it all the way threw the conservatory with out being able to read the piano music he was playing. His ability to think on the spot and his amazing ear took jazz to the next level.He took jazz to a world of difficult technicality and created sounds with depth that amazed all who had the opportunity to listen to him. Brubeck once stated, â€Å"And there is a time where you can be beyond yourself. You can be better than your technique. You can be better than most of your usual ideas. And this is a whole other category that you can get into†-Dave Brubeck. Brubeck always went above and beyond, breaking convention. It is this unc onventional approach that defined Dave Brubeck’s Style. Polytonality as Dave described it, â€Å"(is) using multiple key centers at the same time. He was known for incorporating this technique in to many of his performances, although he admits to not knowing that he is doing it at the time. He naturally did things that were way ahead of his time. His compositions were known to use polytonality although Dave probably would not play them as he had notated them on the page. In the Dave Brubeck Oral History Project he describes a polytonal piece; â€Å"One of the early pieces I wrote in 1946 as a student with Darius Milhaud, had three different clefs instead of two clefs treble, treble, bass rather then treble clef, bass clef.And, I'd be playing a swing bass in this hand in one key, and then adding on these other things in other keys. † The use of this technique is very aptly described by Mark McFarland who wrote; â€Å"Brubeck's use of polytonality helps to project a ge neral decrease or increase in relative dissonance, thereby clarifying the formal structure on both the small- and large-scale. The comparison with tonal theory extends to include pivot chords; with Brubeck, such chords simultaneously serve as the final chord in a polychordal passage and as the first and most exotic chord in a tonal passage. †Dave Brubeck’s use of polytonality in his performance of jazz standards had a permanent affect on the history of jazz. He brought old tunes to new levels of technicality and virtuosity and in a greater sense, defined a new era in which new ideology and contemporary progression came to light. In 1961 Dave Said â€Å"I wanted to do things poly-rhythmically because I thought that jazz was much too tame. The way I wanted to set up the group was that the drummer would be playing one rhythm, the bass player another rhythm, and Paul [Desmond] and I could play in either of those rhythms or a new rhythm . . it’s time that jazz musici ans take up their original role of leading the public into more adventurous rhythms. † Polyrhythm is defined by the Grove Music Dictionary as; the superposition of different rhythms or meters. Meaning that you have two or more conflicting pulses in piece. Dave believes his best example of polyrhythm can be found in his solo on Raggedy Waltz at carnage hall. He describes that â€Å"one two, one two† is on the left hand against the waltz in 3 in his right hand. This is only one of many examples of Dave’s use of â€Å"poly-rhythmical play†.He is also known for writing pieces in what are generally considered to be strange meters for jazz. For example Take 5, Unsquare dance or Blue Rondo A La Turk. These pieces feature drastically different rhythmic structures then what was normal were a driving force in what made Dave Brubeck’s music popular. His unique way of interpreting standards using polyrhythms and giving them an entirely new feel and inspiring a generation of musicians to go further outside the box in jazz performances. Brubeck’s polyrhythmic ideas challenged the minds of both performers and listeners.Improvisation has been an essential part of jazz sense its origin, however Dave Brubeck took it to a whole new level. During his time at College Of The Pacific he managed to get all the way to his last year before any one knew that he couldn’t read music. This was all because of his remarkable improvisation skill and excellent ear. He tells a story of a recital he played at Mills College under Darius Milhaud, where he draws a blank in the middle of the first of two pieces but instead of stopping he simply begins to improvise freely and does the same for the second piece.At the end of the concert the audience applauded being none the wiser, this is because of his ability to so improvise with such complexity so freely. The only person who knew what happened Darius Milhaud who told him â€Å"Boo-Boo [nick name for Brubeck] , very good, but not what you wrote! † Brubeck credits much of his inspiration for such improvisation to the great Johan Sebastian Bach, because of the similarity between the figured base that Bach would play over with the choir and the chord changes that he and other jazz musician play over today.With the inspiration of Bach and his own remarkable natural abilities, Brubeck challenged conventional improvisation and built a complex foundation for a new form of improvisational jazz. Dave Brubeck’s performance style can be described using many musical terms such as polytonal or polyrhythmic, but the truly defining factor of his performance style is that it is unique. He himself admits to having each solo being a different from the next often not grasping the true complexity of what he had just played. Ever performance is different from the next. Dave Brubeck is great because he is unique.