Marketing Strategy for Next Generation Gym, UK Essay

Marketing Strategy for Next Generation Gym, UK - Essay Example It is a combination of all these factors that lead young people and professionals to join gyms and sports facilities all over the world, and the UK is no exception. In fact the trend for a healthier and happier lifestyle is catching on here. Being in good shape and eating a healthy diet not only help get us noticed and appreciated more at the office and on the street, but also make us irresistible to the opposite sex (Adcock et al, 2001, 17). Most of all, it makes us happy. This paper will look at the comparatively new concept of pay as you go gyms in the UK, with particular reference to Next Generation Club Gyms, a business registered in Hertfordshire, UK. It also has a branch in Swindon. Pay As You Go, a New Concept in the Sports Industry In fact, Next Generation Club Gyms have been the subject of quite rapt attention by sport enthusiasts and marketers alike, since it has introduced the concept of pay as you go in the UK. Similar in concept to schemes for mobile phones, this new in novation has made it easier for people who would like to get into shape or practice some sort of sport activity not on a regular but on an infrequent basis, when they get the time. Of course, it is always better to follow a regular schedule when you can but many of us have varying responsibilities at different times of the day, week or month which does not give us the opportunity to live a really scheduled life. For example, a salesman who has to travel to customers for offers and closing deals can hardly know in advance where he will be at a certain time of the day or how long the next sales call will take. One can similarly get stuck with a last minute assignment at the office, or have to stay an extra shift because somebody is ill or cannot make it. For these individuals, pay as you go certainly makes sense (Perner, Pricing, 2011). When you come to think of it, pay as you go also makes sense for lazy individuals who are not self determined enough to follow a regular schedule. So the idea certainly has merit for most of us. Pay as you go is not only cheaper; you can book a time slot in advance and ensure availability of facilities and equipment that lets you exercise, swim or play tennis at ease and without waiting in line for people to clear out before you get a chance. The concept caught on in the USA some time ago but has only been recently introduced in the UK (Garvin, 1988, 20). Available Facilities and Activities Presently the activities available at Next Generation Gym Club in Swindon are swimming, exercise, racquets and relaxing opportunities. Swimming allows you to relax after a hard day’s work, play casually in the pool or if you are more competitive, even learn some new strokes and increase your lap speed. There are swimming lessons for kids and grownups as well, including aqua aerobics for anyone who is interested. Training for body strength and flexibility include Body Blast, Body Pump, Body Pump Express, Pilates, Spin, Yoga and Boxercise , all scheduled at different times. A monthly schedule is drawn up in advance. Facilities for NG Kids include rugby, basketball, soft play activities, make and create, karate, teen gym street dance academy and booking for parties. There are also squash, tennis and badminton facilities with professional coaching available. The cafe and

The Life of Yukio Mishima Essay Example for Free

The Life of Yukio Mishima Essay Yukio Mishima is a pseudonym of Kimitake Hiraoka, a famous Japanese novelist, playwright and short story writer, actor and social activist, Radical and aesthete, who is considered to be one of the most talented and influential Japanese artists of the 20th century. Mishima was a very prolific writer, who worked in various literary styles and genres and whose creative legacy amounts to more than hundred literary works including 40 novels, 18 plays and screenplays, as well as traditional Kabuki and Noh style theatre dramas, etc. Mishima was born in Tokyo in 1925 to a family of aristocratic samurai ancestry. Future writer was raised by his paternal grandmother, Natsuko Hiraoka, who separated the little boy from his mother for some years. She was a very tough and authoritarian woman, who was keeping the boy in severe discipline. At the same time, she developed in the heart of her grandson a true love for Japanese and European cultures, as well as for theatre, literature and art: in particular, for the works of Izumi Kyoka. He was back to the family at the age of 12. Being a student of the Peer’s School, Mishima started writing the first stories inspired by his favorite Japanese classic writers and Oscar Wilde. Some of this works were published in school magazine and received positive reaction from students and teachers. But, unfortunately, his father, a governmental officer, was strictly against such literary â€Å"exercises† of his son. Therefore, couple of years later Mishima decided to take a pen-name in order not to be revealed by his anti-literary parent. After finishing high school Mishima studied law in Tokyo University. In 1947 after the graduation he worked as an official in the Ministry of Finance, but a year later he made up his mind to resign and completely dedicate himself to writing. His first conceptual work, a semi-autobiographic novel Kamen no kokuhaku (Confessions of a Mask), which was exploring the difficulties of homosexual culture in Japanese society, was published in 1949 and marked a start of bright career and great worldwide popularity of Mishima. In his works Mshima was discussing the issues of love, death, suicide, human beauty and sexuality, personal and religious values, etc. The novels which are the most known in America and Europe include The Sound of Waves (1954), The Temple of the Golden Pavilion (1956), After the Banquet (1960) and, finally, the trilogy The Sea of Fertility (1969-71), which describes the fall of Japanese culture in the beginning of the 20th century. His writing style can be characterized with unique presentation and paying a lot of attention to details, along with engaging some exclusive allegories and elements of paradoxes. But certainly, Yukio Mishima was greatly esteemed on his own lands for his numerous theatre plays. With his pieces The Damask Drum, Hanjo, Kantan and others, he is supposed to be the first writer of modern times who worked in old-fashioned Noh theater style. Several dramas, including Madame de Sad and My Friend Hitler, were written in modern genre Shingeki. Besides, Mishima wrote a number of plays in traditional Kabuki style, which requires some special talent and very rich cultural background. It is necessary to mention that traditional Japanese values were of great importance for Mishima, influencing significantly his life and works. He was particularly disturbed by global imagination about Japan as â€Å"a nation of flower arrangers†, so he devoted his life to reviving of bushido, the traditional code of conduct and values of samurais. Also, he was a fierce antagonist of any Westernization of Japan, arguing in public to spend every effort on preserving Japanese culture and traditions. (Schoenberg Trudeau). As a real Japanese patriot, Mishima had a reputation for discipline, order and self-organization. He used to work on his literary masterpieces from sunset to dawn, spending the daytime in his various social activities. Mishima was three times nominated for the Noble Prize for Literature. He died in November 1970, committing a spectacular ritual suicide seppuku after his unsuccessful speech against the existing pro-American Japanese constitution and anti-emperor regime. Bibliography: †¢ Liukkonen, P. (2003). Yukio Mishima 1925-1970. Pegasus. Kuusankosken kaupunginkirjasto, Finland. Retrieved May 29, 2007, from http://www. kirjasto. sci. fi/mishima. htm . †¢ Schoenberg, T. L. Lawrence J. Trudeau (Eds.) (2006). Mishima, Yukio:   eNotes. com. Retrieved May 29, 2007, from http://www. enotes. com/twentieth-century-criticism/mishima-yukio/introduction? print=1. †¢ Yukio Mishima. (2005, November 18). UXL Newsmakers. 5-6 (1): 87-88. †¢ Yukio Mishima: A 20th Century Warrior. (1995, January March). New Dawn Magazine. 29 (1): 23-24.

Green Marketing In India: Importance and Challenges

Green Marketing In India: Importance and Challenges This paper explains the concept, importance, challenges of green marketing. It also includes some green marketing cases and its future in India. Green marketing is a new concept which has developed particular importance in the modern market. Green marketing is the marketing of products that are presumed to be environmentally safe. Other similar terms used are Environmental Marketing and Ecological Marketing. Firms may choose to green their systems, policies products due to economic and non- economic pressures from their consumers; business partners, regulators, citizen groups other stakeholders. Indian literate and urban consumer is getting more aware about the merits of green products. As a result of this businesses have increased their rate of targeting consumers who are concerned about the environment. 1. Introduction Environmental issues have gained importance in business as well as in public life through out the world. It is not like that a few leaders of different countries or few big renowned business houses are concerned about the day to day deterioration of oxygen level in our atmosphere but every common citizen of our country and the world is concerned about this common threat of global warming. So in this scenario of global concern, corporate houses has taken green-marketing as a part of their strategy to promote products by employing environmental claims either about their attributes or about the systems, policies and processes of the firms that manufacture or sell them. Clearly green marketing is part and parcel of over all corporate strategy; along with manipulating the traditional marketing mix (product, price, promotion and place), it require an understanding of public policy process. So we can say green marketing covers a broad range of activities. 1.1 What is Green Marketing? Green or Environmental Marketing consists of all activities designed to generate and facilitate any exchanges intended to satisfy human needs or wants, such that the satisfaction of these needs and wants occurs, with minimal detrimental impact on the natural environment. According to the American Marketing Association, green marketing is the marketing of products that are presumed to be environmentally safe. Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. Other similar terms used are Environmental Marketing and Ecological Marketing. Firms use green marketing in an attempt to address cost or profit related issues. In implementing green marketing, consumers, corporate and the government play a very important role. But there are few constraints in implementing it like lack of consumer awareness, financial constraints, limited scientific knowledge, lack of stringent rules and competitive pressures. Green marketing involves developing and promoting products and Services that satisfy your customer wants and needs for quality, performance, affordable pricing and convenience without having a detrimental impact on the environment 2. Four Ps of Green Marketing Product A firm needs to develop environmentally safe products to have more impact on consumers than competitors. For this, it needs to identify customers environmental needs and develop products to address these needs. Price Usually environmental benefit is an added bonus but will often be the deciding factor between products of equal value and quality. Most customers will only be prepared to pay a premium if there is a perception of additional product value. Place Green products, in most cases, positioned broadly in the market place but very few customers will go out of their way to buy green products merely for the sake of it. For this, In-store promotions and visually appealing displays or using recycled materials to emphasize the environmental and other benefits. Promotion Promotion includes paid advertising, public relations, sales promotions, direct marketing and on-site promotions. Green marketers will be able to reinforce environmental credibility by using sustainable marketing and communications tools and practices. 3. Why do firms go green? Firms may choose to green their systems, policies and products due to economic and noneconomic pressures from their consumers, business partners, regulators, citizen groups and other stakeholders(non market environment).Some other reasons may includes: Some scholar claim that Green policies/products are profitable: Green policies can reduce costs; green firms can shape future regulations and reap first mover advantage. Now a days firms are becoming more concerned about their social responsibilities (S.R). They have taken S.R as a good strategic move to build up an image in the heart of consumers. Even the socially responsible firms are getting leverage, whenever they intend to enter into foreign countries. There are example of firms like ITC, HLL (Surf excel) who are heavily promoting them as an environmentally concerned firms, where as there is example of firms who are working in this direction in a silence manner like Coca-Cola, who have invested crores of money in various recycling activities, as well as having modified their packaging to minimize its environmental impact. While being concerned about the environment coke has not use their concern as a marketing tool. Another big organization who is also working in this field without claiming any credit is Walt Disney World (WDW). So we can see that firms in this situation have taken two perspectives: They are using green marketing as marketing tool. They are working in this field without promoting the fact. Change in customers attitude: With increasing concern about environment, consumers attitude towards firms having green policies or green products are becoming motivating factor. Governmental pressure: In all most all civilized countries Govt. has the law to protect the consumers and the environment from the harmful goods or by products and ensure through law that all types of consumers have the ability to evaluate the environmental composition of goods. Govt. established several regulations to control the hazardous waste produced by firms and many by-products of production are controlled through the issuing of various environmental licenses, thus shaping the behavior of organization towards more socially responsible one. Competitive pressure: Competition is the integral part of business; and you cannot over look any competitive action taken by your competitor. So to be in the market you have to have a vigil over your competitors move for marketing its products. Some firms have taken green-marketing as a strategy to build up its image rather than inculcate it as a part of the policy and work silence. In some instances this competitive pressure has caused an entire industry to modify and thus reduce its detrimental environmental behavior. Cost or profit issue:Firms may also use green marketing in an attempt to address cost or profit related issues. Disposing of environmentally harmful byproducts, such as polychlorinated biphenyl (PCB) contaminated oil are becoming increasingly costly and in some cases difficult. Therefore firms that can reduce harmful wastes may incur substantial cost savings. When attempting to minimize waste, firms are often forced to re-examine their production processes. In these cases they often develop more effective production processes that not only reduce waste, but reduce the need for some raw materials. This serves as a double cost savings, since both waste and raw material are reduced. In other cases firms attempt to find end of pipe solutions, instead of minimizing waste. In these situations firms try to find markets or uses for their waste materials, where one firms waste becomes another firms input of production. One Australian example of this is a firm who produces acidic waste water as a by-product of production and sells it to a firm involved in neutralizing base materials. 4. Challenges of Green Marketing Need for Standardization It is found that only 5% of the marketing messages from â€Å"Green† campaigns are entirely true and there is a lack of standardization to authenticate these claims. There is no standardization to authenticate these claims. There is no standardization currently in place to certify a product as organic. Unless some regulatory bodies are involved in providing the certifications there will not be any verifiable means. A standard quality control board needs to be in place for such labeling and licensing. New Concept Indian literate and urban consumer is getting more aware about the merits of Green products. But it is still a new concept for the masses. The consumer needs to be educated and made aware of the environmental threats. The new green movements need to reach the masses and that will take a lot of time and effort. By Indias ayurvedic heritage, Indian consumers do appreciate the importance of using natural and herbal beauty products. Indian consumer is exposed to healthy living lifestyles such as yoga and natural food consumption. In those aspects the consumer is already aware and will be inclined to accept the green products. Patience and Perseverance The investors and corporate need to view the environment as a major long-term investment opportunity, the marketers need to look at the long-term benefits from this new green movement. It will require a lot of patience and no immediate results. Since it is a new concept and idea, it will have its own acceptance period. Avoiding Green Myopia The first rule of green marketing is focusing on customer benefits i.e. the primary reason why consumers buy certain products in the first place. Do this right, and motivate consumers to switch brands or even pay a premium for the greener alternative. It is not going to help if a product is developed which is absolutely green in various aspects but does not pass the customer satisfaction criteria. This will lead to green myopia. Also if the green products are priced very high then again it will lose its market acceptability. 5. Golden Rules of Green Marketing Know youre Customer: Make sure that the consumer is aware of and concerned about the issues that your product attempts to address, (Whirlpool learned the hard way that consumers wouldnt pay a premium for a CFC-free refrigerator because consumers dint know what CFCs were.). Educating your customers: Isnt just a matter of letting people know youre doing whatever youre doing to protect the environment, but also a matter of letting them know why it matters. Otherwise, for a significant portion of your target market, its a case of So what? and your green marketing campaign goes nowhere. Being Genuine Transparent: Means that a) you are actually doing what you claim to be doing in your green marketing campaign and b) the rest of your business policies are consistent with whatever you are doing thats environmentally friendly. Both these conditions have to be met for your business to establish the kind of environmental credentials that will allow a green marketing campaign to succeed Reassure the Buyer: Consumers must be made to believe that the product performs the job its supposed to do-they wont forego product quality in the name of the environment. Consider Your Pricing: If youre charging a premium for your product-and many environmentally preferable products cost more due to economies of scale and use of higher-quality ingredients-make sure those consumers can afford the premium and feel its worth it. Giving your customers an opportunity to participate: Means personalizing the benefits of your environmentally friendly actions, normally through letting the customer take part in positive environmental action Thus leading brands should recognize that consumerexpectations have changed:It is not enough for acompany to green its products; consumers expect theproducts that they purchase pocket friendly and also tohelp reduce the environmental impact in their own livestoo. 6. Green Marketing Cases Interestingly, green marketing continues to be an issue of global interest. In fact, Google Trends reports that, on a relative basis, more searches for â€Å"green marketing† originated from India than from any other country Many companies are adopting green for capturing market opportunity of green marketing. Some cases are: CASE 1: Best Green IT Project: State Bank ofIndia: Green [emailprotected] By using eco and power friendly equipment in its 10,000 newATMs, the banking giant has not only saved power costs andearned carbon credits, but also set the right example forothers to follow. SBI is also entered into green service known as â€Å"Green Channel Counter†. SBI is providing many services like; paper less banking, no deposit slip, no withdrawal form, no checks, no money transactions form all these transaction are done through SBI shopping ATM cards. State Bank of India turns to wind energy to reduce emissions: The State Bank of India became the first Indian bank to harness wind energy through a 15-megawatt wind farm developed by Suzlon Energy. The wind farm located in Coimbatore uses 10 Suzlon wind turbines, each with a capacity of 1.5 MW. The wind farm is spread across three states Tamil Nadu, with 4.5 MW of wind capacity; Maharashtra, with 9 MW; and Gujarat, with 1.5 MW. The wind project is the first step in the State Bank of Indias green banking program dedicated to the reduction of its carbon footprint and promotion of energy efficient processes, especially among the banks clients. CASE 2: Lead Free Paints from Kansai Nerolac Kansai Nerolac Paints Ltd. has always been committed to the welfare of society and environment and as a responsible corporate has always taken initiatives in the areas of health, education, community development and environment preservation. Kansai Nerolac has worked on removing hazardous heavy metals from their paints. The hazardous heavy metals like lead, mercury, chromium, arsenic and antimony can have adverse effects on humans. Lead in paints especially poses danger to human health where it can cause damage to Central Nervous System, kidney and reproductive system. Children are more prone to lead poisoning leading to lower intelligence levels and memory loss. CASE 3: Indias 1st Green Stadium The Thyagaraja Stadium stands tall in the quiet residential colony behind the Capitals famous INA Market. It was jointly dedicated by Union Sports Minister MS Gill and Chief Minister Sheila Dikshit. Dikshit said that the stadium is going to be the first green stadium in India, which has taken a series of steps to ensure energy conservation and this stadium has been constructed as per the green building concept with eco-friendly materials. CASE 4: Eco-friendly Rickshaws before CWG Chief minister Shiela Dikshit launched a battery operated rickshaw, â€Å"E-rick†, sponsored by a cellular services provider, to promote eco-friendly transportation in the city ahead of the Commonwealth Games. CASE 5: Wipro Green It Wipro can do for you in your quest for a sustainable tomorrow reduce costs, reduce your carbon footprints and become more efficient all while saving the environment. Wipros Green Machines (In India Only) Wipro Infotech was Indias first company to launch environment friendly computer peripherals. For the Indian market, Wipro has launched a new range of desktops and laptops called Wipro Greenware. These products are RoHS (Restriction of Hazardous Substances) compliant thus reducing e-waste in the environment. CASE 6: Phillipss Marathon CFL light bulb Philips Lightings first shot at marketing a standalone compact fluorescent light (CFL) bulb was Earth Light, at $15 each versus 75 cents for incandescent bulbs. The product had difficulty climbing out of its deep green niche. The company re-launched the product as Marathon, underscoring its new super long life positioning and promise of saving $26 in energy costs over its five-year lifetime. Finally, with the U.S. EPAs Energy Star label to add credibility as well as new sensitivity to rising utility costs and electricity shortages, sales climbed 12 percent in an otherwise flat market. 8. The Future of Green Marketing The question that remains, however, is, what is green marketings future? Business scholars have viewed it as a â€Å"fringe† topic, given that environmentalisms acceptance of limits and conservation does not mesh well with marketings traditional axioms of â€Å"give customer what they want† and â€Å"sell as much as you can†. Evidence indicates that successful green products have avoided green marketing myopia by following three important principles: Consumer Value Positioning Design environmental products to perform as well as (or better than) alternatives. Promote and deliver the consumer desired value of environmental products and target relevant consumer market segments. Broaden mainstream appeal by bundling consumer desired value into environmental products. Calibration of Consumer Knowledge Educate consumers with marketing messages that connect environmental attributes with desired consumer value. Frame environmental product attributes as â€Å"solutions† for consumer needs. Create engaging and educational internet sites about environmental products desired consumer value. Credibility of Product Claim Employ environmental product and consumer benefit claims that are specific and meaningful. Procure product endorsements or eco-certifications from trustworthy third parties and educate consumers about the meaning behind those endorsements and eco certifications. Encourage consumer evangelism via consumers social and internet communication network with compelling, interesting and entertaining information about environmental products. 9. Some Eco- friendly products in India HANDMADE PAPERS ECO WHEELS ECO-FURNITURE HANDICRAFT PRODUCTS PAPER BAGS 10. Conclusion Now this is the right time to select â€Å"Green Marketing† globally. It will come with drastic change in the world of business if all nations will make strict roles because green marketing is essential to save world from pollution. From the business point of view because a clever marketer is one who not only convinces the consumer, but also involves the consumer in marketing his product. Green marketing should not be considered as just one more approach to marketing, but has to be pursued with much greater vigor, as it has an environmental and social dimension to it. With the threat of global warming looming large, it is extremely important that green marketing becomes the norm rather than an exception or just a fad. Recycling of paper, metals, plastics, etc., in a safe and environmentally harmless manner should become much more systematized and universal. It has to become the general norm to use energy-efficient lamps and other electrical goods. Marketers also have the responsibility to make the consumers understand the need for and benefits of green products as compared to non-green ones. In green marketing, consumers are willing to pay more to maintain a cleaner and greener environment. Finally, consumers, industrial buyers and suppliers need to pressurize effects on minimize the negative effects on the environment-friendly. Green marketing assumes even more importance and relevance in developing countries like India. Live a green life and let the greenery of nature live for ever

The effect of traumatic events on memory

The effect of traumatic events on memory Memory Scientists have keen on pressuring secrete of memory for hundreds of years, undoubtedly, obliteration and inheritance are one of the most mysterious and romantic subjects. Dominick Cobb plants memory in Robert Fischer via a designed dream, changes his subconsciousness thus influences his reactions in reality, Inception. These kinds of stories are no longer restricted in friction movies. Nowadays memory is ahottopicinneuroscience,notonly enhancingit,but erasing or inheriting it. Before we explore how to delete traumatic event, it is necessary to briefly understand how our brain works to remember an event. Information transmits from the outside through our vision, auditory, olfaction, taste and tactile. Memory is the ways that we store and evoke items weve sensed. Different types of memories therefore stored differently. There is a structure in the brain called the hippocampus that is key to short-term memory, which only responses to the data that catches our attention (fire alert) or we need it soon (a telephone number). Long-term memory is much more complicated, it involves three main processes: encoding, reserve and retrieval. First of all, encoding: new concepts are broken down into composite parts to establish various meaning. Moreover, we collect the context around us when we receive a new conception, or another episode occurs in our life. For instance, I might associate the phrase beautiful flower with its key descriptive ideas —white color, faint scent smell, elliptical petal, floating in hometown pond — and thus such contextual memories as it is such happy summer that I’m swimming beside these lotus with my brother. Reserve: when we store the newly-caught episode, we attach it to any other related memories, such as similar to magnolia but living in the shallow water, and hence, consolidate the new conception with older memories. After above processes, we recall the conception, by tracing the various meaning codes stored in our brain and decoding these consolidated memories to regain a new meaning. If I forget what beautiful flower means, I might think of its relative pointer-hints, such as white or hometown pond. Pointers associate with other pointers that even a single hint may let me to recover the whole context. Then the following question is: how do our brains transfer a short-term memory like beautiful flower and into a long-term memory? We use hippocampus again; temporary links are constructed among cortex neurons due to a short-term memory event. For example, white gets stored in the visual region of the cortex, and the faint scent of a blooming flower gets stored in the olfactory area. When I remember the new fact, beautiful flower, it will converge on my hippocampus, which sends these new memory data along a established path several times to strengthen internal links. â€Å"The short-term memory flows alone the path, with the beginning at the hippocampus, circulating through several limbic systems (to pick up any timing associations like early morning on June 1st, and spatial associations like bond street station), then pass over various parts of the cortex, finally back to the hippocampus. Making the information flow around the circuit many times strengthens the links enough that they stabilize, and no longer need the hippocampus to bring the data together, says neuroscientistBruno Dubucof the Canadian Institutes of Neuroscience, Mental Health, and Addiction. â€Å"The strengthened memory paths, enhanced with environment connections, become a part of long-term memory.†[1] Recalling memories re-fires many of the same neural paths we originally used to sense the experience and, therefore, almost re-creates the event.[2] In other word, memory just like glass, it behaves plastically during storing memory and eventually fixes shape at the end of process. When we recall this memory, it will be abstracted and activated from the cortex, becoming soft and plastic again, memory reshapes its structure instead of the original one. Taken in this sense, theoretically, memory manipulation and obliteration are reasonable and realizable. When a distressing event occurs, a fearful memory created that could last a very long time period and depressingly affect a person’s life. Researchers from the University of Toronto trained mice to terror a sound by matching that sound with an electric shock to their feet, so when the sound rang, the mice would freeze in fear. This sense of feeling can be relieved by training called â€Å"extinction training†: repeatedly ringing the tone without adding electric shock. Behavioral therapy built around such â€Å"extinction training† in mice models has proven that it is useful in decreasing the degree of negative emotional response to a traumatic memory, however these fear memories commonly relapse and rarely can be completely removed via this kind of physical training. Further study focuses on the amygdala, a part of the brain located at the end of hippocampus, known to response to fear conditioning in both people and animals. Using sound to threaten the mice, they detected that certain cells in the nerve circuits in amygdala conducted much more current after playing a loud, sudden sound around the mice than they stay in a calm, normal environment.As for rodents, the neural functions capacitating fear memory formation and correspondently reconsolidation are situated in the amygdala. As for humans, brain and lesion imaging analysis confirm that most of fear memory mainly encoding in the key area—amygdala. Memories become labile when recalled. In humans and rodents alike, reactivated fear memories can be attenuated by disrupting reconsolidation with extinction training. Using functional brain imaging, we found that, after a conditioned fear memory was formed, reactivation and reconsolidation left a memory trace in the basolateral amygdala that predicted subsequent fear expression and was tightly coupled to activity in the fear circuit of the brain. In contrast, reactivation followed by disrupted reconsolidation suppressed fear, abolished the memory trace, and attenuated fear- circuit connectivity.[3] The team then observed and recorded the proteins in the certain nerve cells we mentioned before in the amygdala during the whole scary experiment. A sort of particular calcium-permeable proteins temporarily spiked in the lateral amygdale. Because these especial proteins are uniquely unsteady and able to be removed from the amygdala, the scientists suggested that fear memory might be permanently removed by combining protein removal and behavior therapy, which provides a opportunity for erasing fear. In further experiments, information revealed that eliminating these particular proteins depends on another chemical modification protein called GluA1. Now,whenhorrificsoundrang,themiceon longer felt fear and continuedtheirmouse-likeactivities.Neitherotherreserved memories, northeirabilitytosavenewmemories,wereinfluenced.Theeffectof using this biochemical method wasspecific,effectiveand long-lasting. Scientist notices that memory erasure can be achieved by using drugs designed to control and enhance the elimination of calcium-permeable protein. Another interesting property of memory is inheritance. Behaviour can be affected by events in previous generations which have been passed on through a form of genetic memory. Experiments showed that a traumatic event could affect the DNA in sperm and alter the brains and behaviour of subsequent generations. [4] Currently a neuroscience studyreveals that after training a group of mice to avoid a particular smell; their aversion could pass on to their descendents. Scientists said that the results were essential for fear and anxiety memories research. The mice were trained to panic a cherry blossom smell. The further study focused on internal structural changes inside the mice sperm. The team at the Emory University School of Medicine, in the US, pointed out that a section of DNA which might responsible for olfactory sensitivity was activated in the mice’s sperm. Both the mice and their â€Å"grandchildren† were particularly sensitive to cherry blossom scent and would try their best to avoid this smelling, despite never having experienced cherry blossom in their lives. Another significant change occurs in brain structure. â€Å"The experiences of a parent, even before conceiving, markedly influence both structure and function in the nervous system of subsequent generations, the report concluded.[5] This experiment provides convictive evidence that a traumatic event or a specific environment can affect an individual’s genetics and, by this means, genetic memory will pass on their offspring thus affect their behaviour in the future. This statement probably explains why picky eater avoids particular food. Did you ever resist such kinds of food as ginger, eggplant, celery or garlic since you born? Asking your parents and finding out the possible reasons. This sort of bias is seen as family fear. Descendants sometimes reveal imprints of their ancestor. â€Å"There is absolutely no doubt that what happens to the sperm and egg will affect subsequent generations. Prof Marcus Pembrey, from University College London, â€Å"the findings were highly relevant to phobias, anxiety and post-traumatic stress disordersHe commented: It is high time public health researchers took human transgenerational responses seriously. I suspect we will not understand the rise in neuropsychiatric dis orders or obesity, diabetes and metabolic disruptions generally without taking a multigenerational approach. [6] Reference: [1]: The brain from top to bottomby Bruno Dubuc, Canadian Institutes of Neuroscience, Mental Health, and Addiction [2]: Spatial short-term memory pinpointed in human brain, National Health Institutes, 1998. [3]: Thomas Agren, Jonas Engman, Andreas Frick, Johannes Bjà ¶rkstrand, Elna-Marie Larsson, Tomas Furmark, Mats Fredrikson. Department of Psychology, Uppsala University, SE-751 42 Uppsala, Sweden.Department of Radiology, Oncology and Radiation Science, Uppsala University, SE-751 42 Uppsala, Sweden. [4]: James Gallagher, BBC News, Thu, 05 Dec 2013 19:34 CST [5]: Brian G Dias Kerry J Ressler, Nature Neuroscience, 01 December 2013 [6]: Marcus Pembrey, University College London

Flattery Holds The Key :: essays research papers

It's a Saturday night and you want to go out for the evening. To do this you need the car, what do you do? Flattery is the way to go: " Mom, did you lose weight? You look amazing! Is that a new hair color? New outfit? " Your mom is so flattered that when you ask for the car she doesn't need to think twice before she hands you the keys. From that point on, you know that whenever you want something all you have to do is put on the charm, flash that big smile and tell a few white lies. After this your wish is their command. Why is this? Well, as you can see flattery will get you everywhere. Even Shakespeare knew the powers of flattery. He portrays in flattery in the play King Lear by the characters Regan and Goneril. It is clear that flattery makes every goal attainable whether it be wealth, power and even the most sacred emotion love. It is unimaginable that a father would divide his wealth among his children according to their skills in flattery. All parents are supposed to love their children at an equal level, no matter how much their child flatters them. Which parent would think to ask their children to outdo each other in a battle of words to win their money and material goods. This is the case in Shakespeare's King Lear. Even in the first scene Lear is asking his daughters which one of them loves him more. " Which of you shall we say doth love us most? That we our largest bounty may extend" (I,i, 52-53). With this demand of knowing who loves him more, Lear offers a reward, all his land. This reward is key to the show of emotion each daughter displays to please her father. His two older daughters jump at the opportunity to compliment and flatter their father, but their words are empty promises and lies. These two daughter are only kind to Lear when he has money: The wise fool tells Lear that only wh en there is a reward will he be treated kindly by his children. "Fathers that wear rags/ Do make their children blind;/ But fathers that bear bags/ Shall see their children kind" (II,iv,48-51). Regan and Goneril feed their father pretty words on a silver platter and Lear swallows every lie.

daddy :: essays research papers

Personal Essay It was a Sunday evening around 6 o'clock or so, one of the many Sunday evenings where I would cruise around with my father in the car. Though this wasn't just any ordinary Sunday sightseeing excursion with dad. We stopped at a red light, and without much enthusiasm observed the pedestrians. A woman, as she walked, fixed the white lacey gossamer slip of her dress. It dragged out of her skirt, obviously making her feel self-conscious. A short, stubby man with an overbearing gut was nonchalantly picking his nose as he ogle the lady adjusting her slip. He stared at her, as though undressing her with his eyes. I looked at my father, who was looking right back at me. We both laughed. Being only 8 years old, I was at an age where I found everything hilarious. The very fact that my father and I were looking at the same scene and probably both thinking how perverted the man seemed made me laugh hysterically. My dad continued to drive. I kept gazing at the scenery of the city, as the sun started to set and the darkness took over. Our little sightseeing trip was over, or so I thought. I was so used to the same path we went through, that when my father made an unaccustomed turn, it made me suspicious. I refrained myself from asking him where we were going because his usual reply would be, "Don't worry about it, don't ask where you're going, its where I take you okay". I had to admit it was an unfamiliar, but enchanting view. I had my window all the way down, with the reflection of the side mirror in my face. The wind blew, as the luminous setting sun mirrored back rays of light. With each reflection, I narrowly squinted my eyes and continued to marvel at this picturesque interaction of color and beauty. Being in the month of October, one can imagine the colorful setting that was before me. Beautiful, vibrantly colored decayed autumn leaves sprang from the limbs of the trees. The aroma of crispy, dried up leaves embraced my nose. These exuberant, withered leaves captivated my vision and olfactory senses, as though I had nothing else to admire. Beauties of nature that so often people, including myself, tend to ignore. Suddenly, my father stopped the car. In front of a deteriorated, run-down house, indicating abandonment. daddy :: essays research papers Personal Essay It was a Sunday evening around 6 o'clock or so, one of the many Sunday evenings where I would cruise around with my father in the car. Though this wasn't just any ordinary Sunday sightseeing excursion with dad. We stopped at a red light, and without much enthusiasm observed the pedestrians. A woman, as she walked, fixed the white lacey gossamer slip of her dress. It dragged out of her skirt, obviously making her feel self-conscious. A short, stubby man with an overbearing gut was nonchalantly picking his nose as he ogle the lady adjusting her slip. He stared at her, as though undressing her with his eyes. I looked at my father, who was looking right back at me. We both laughed. Being only 8 years old, I was at an age where I found everything hilarious. The very fact that my father and I were looking at the same scene and probably both thinking how perverted the man seemed made me laugh hysterically. My dad continued to drive. I kept gazing at the scenery of the city, as the sun started to set and the darkness took over. Our little sightseeing trip was over, or so I thought. I was so used to the same path we went through, that when my father made an unaccustomed turn, it made me suspicious. I refrained myself from asking him where we were going because his usual reply would be, "Don't worry about it, don't ask where you're going, its where I take you okay". I had to admit it was an unfamiliar, but enchanting view. I had my window all the way down, with the reflection of the side mirror in my face. The wind blew, as the luminous setting sun mirrored back rays of light. With each reflection, I narrowly squinted my eyes and continued to marvel at this picturesque interaction of color and beauty. Being in the month of October, one can imagine the colorful setting that was before me. Beautiful, vibrantly colored decayed autumn leaves sprang from the limbs of the trees. The aroma of crispy, dried up leaves embraced my nose. These exuberant, withered leaves captivated my vision and olfactory senses, as though I had nothing else to admire. Beauties of nature that so often people, including myself, tend to ignore. Suddenly, my father stopped the car. In front of a deteriorated, run-down house, indicating abandonment.

Case Analysis of US v. Emerson Essays -- Law Court Essays

Case Analysis of US v. Emerson This case deals with the Defendant's possession of a firearm while under a restraining order, and the charges incurred by the Defendant for such firearm possession. Under Texas law, the possession of a firearm by Mr. Emerson creates a perceivable threat to members of his family, thus creating a violation of the restraining order against him. Apparently common practice in Texas, the restraining order was filed by Mr. Emerson's wife in conjunction with the papers filed for divorce. The restraining order sought to enjoin Emerson from "engaging in various financial transactions to maintain the financial status quo and from making threatening communications or actual attacks upon his wife during the pendency of the divorce proceedings" (United 1). Under Texas law, unbeknownst to Mr. Emerson, the possession of a firearm during the time period of the restraining order constituted a direct violation of the restraining order, and Mr. Emerson was indicted on charges of such violation. District Court Analysis Mr. Emerson was indicted in the US District Court for the Northern District of Texas, San Angelo Division, on charges of violation of the restraining order filed against him. Possession of a firearm was in violation of 18 U.S.C. Â § 922(g)(8) (hereafter referred to as "the Act"). This statute states that: (g) It shall be unlawful for any person (8) who is subject to a court order that (A) was issued after a hearing of which such person received actual notice, and at which such person had an opportunity to participate; (B) restrains such person from harassing, stalking, or threatening an intimate partner of such person or child of such intimate partner or person, or engaging in other c... ...judge's question of whether it was the government's position that it could "take guns away from the public," and, "restrict ownership of rifles, pistols and shotguns from all people." Mateja responded, "Yes" (Texas). Works Cited National Rifle Association, the. amicus curiae US v. Timothy Joe Emerson. URL: http://www.potomac-inc.org/emernra. 7/20/00. Potomac Institute, the. amicus curiae in support of appellant. URL: http://www.potomac-inc.org/emerarg.html. 7/20/00. State of Alabama, the. amicus curiae US v. Timothy Joe Emerson. URL: http://www.potomac-inc.org/alaamic.html. 7/20/00. "Texas Case Could Help Shape Gun Debate." America's 1st Freedom. August 2000. Vol. 1, Number 3. United States District Court for the Northern District of Texas San Angelo Division. United States v. Emerson. URL: http://www.azstarnet.com/~sandman/emerson.htm. 7/20/00.