Quotations Describing Ralph from “Lord of the Flies” Essay

â€Å"And another thing. We can’t have everybody talking at once. We’ll have to have ‘Hands up’ like at school†¦Then I’ll give them the conch†¦He can hold it when he’s speaking†¦And he won’t be interrupted. Except by me.† (pg. 31) – This quotation proves a lot about Ralph and his character. It proves that Ralph demands a lot from everybody trapped on the island, the demands order and respect for other people. It shows his democratic view upon handling many situations or problems that occur on the island. Ralph is willing to listen to suggestions, ideas, or opinions from everybody trapped on the island as long as they have the conch, Ralph will listen to everyone and respect them as long as they are holding the conch because everyone should respect the fact that the person has the conch which means nobody should be speaking while the conch is not in their hand. This way everyone’s message gets across and Ralph can make a final decision knowing everyone’s input. This makes him fair because he wants to give everyone a chance to speak and is also proves that he is a great leader because everyone listens to him because they respect them. â€Å"This is our island. It’s a good island. Until the grown-ups come to fetch us we’ll have fun.† (pg. 33) – This quotation proves that Ralph is an optimistic leader. Even though it is obvious that everyone trapped on the island is in a difficult situation that might possibly never be solved Ralph still finds a way to stay optimistic. Ralph knows that the situation he faces is tremendously difficult but being pessimistic will not solve anything or improve their chance of being saved, being optimistic definitely improves their chances of being rescued, and optimistic is the only option for Ralph. Being optimistic drastically improves the morale and attitude of the group because everybody listens to Ralph so they will also be optimistic and sooner or later they will be rescued. They just got to make the most of the situation they are being faced with until they are rescued. Ralph feels good about their chances of being rescued off the island and he will never change his mind. â€Å"Ralph, looking with more understanding at Piggy, saw that he was hurt and  crushed. He hovered between the two courses of apology or further insult. ‘Better Piggy than Fatty.'† (pg. 21) – This quotation proves that Ralph is a great person, he is sincere and considerate for other people, and knows when a joke has gone too far. He has realized that Piggy is not appreciating the way the group is treating him so Ralph decides to get involved by telling everyone that they should call Piggy by his name and not by Fatty because that is not the right thing to do. Ralph realizes that he would not like people making fun of him for his appearance so therefore nobody in his group should have to put up with being made fun of. Ralph is a leader that wants to be respected but in order to gain respect you have to give respect and after making this stand he is gaining respect from Piggy and also the rest of the group. Ralph is considerate of everyone and realizes that he has made a mistake and he should be apologizing to Piggy for his dreadful mistake. This proves that Ralph is a unique and understanding leader because if he was an arrogant leader like most of them are he would just do whatever he wants not caring about other peoples feelings, but Ralph obviously is the complete opposite of that. â€Å"He was old enough, twelve years and a few months, to have lost the prominent tummy of childhood; and not yet old enough for adolescence to have made him awkward. You could see now that he might make a boxer, as far as width and heaviness of the shoulders went, but there was a mildness about his mouth and eyes that proclaimed no devil.† (pg. 5) – This quotation reveals a lot about Ralph’s physical characteristics. The quotation proves that Ralph is twelve years and a few months old, he is not an adolescent meaning he still has not hit the awkward stage of his life. He has an athletic built with wide and heavy shoulders but his gentle mouth and eyes give him the nice guy appearance even though he is extremely large. This quotation proves that Ralph seems to be a nice guy who really understands people, he also appears to be a leader who can inflict rules and regulations with no discussion because everybody is probably terrified of him at first sight because he is so well proportioned and this  characteristic allows him to get rules out to everyone and everyone obeys them. â€Å"I agree with Ralph. We’ve got to have rules and obey them. After all, we’re not savages.† (pg. 42) – This quotation proves a lot about Ralph and his leadership abilities. In this situation, Jack is agreeing with Ralph. It is suggested in this quotation that Ralph wants to inflict rules and regulations for the whole group so that the order on the island can be maintained and life on the island can be easier. This obviously shows that Ralph is drastically focused on keeping order on the island because he thinks that this is the first priority in his leadership responsibilities. Jack is agreeing with Ralph proving that other people on the island appreciate what Ralph is doing and his decisions. This is because Ralph listens to everyone’s suggestions and opinions first and than makes the best decision possible for the group and this keeps everyone satisfied. No matter what Ralph decides the group will always support his decisions because all his decisions are always fair and understanding.

Case Study Geo: Mt St Helens

Case Study of Mount St. Helens Date: 18th May, 1980 Time: 8:30-8:33 8: 30—ash and steam erupted. 8:32—earthquake of magnitude 5. 1 on the Richter scale caused the bulge on the north side of the mountain to move forwards and downwards, releasing material that formed a landslide of rock, glacier, ice, and soil that moved downhill to fill Spirit Lake. However, the water only reinforced it, and it moved rapidly down the northern fork of the Toutle Valley. The mudflow reached Baker Camp, but the floodwater continued down the valley and the sediment blocked Portland’s port on the Columbia River. :33—The exposed magma exploded sideways, which sent out blast waves of volcanic gas, steam, and dust, which is called a ‘nuee ardente’. This moved northwards for 25 km. Within this range every form of life, like plants and animals, were destroyed. For the rest of the morning, a series of eruptions took place, which ejected gas, ash, and volcanic ‘bombs ’, or simply rocks. The thicker ash rose 20 km into the air and drifted eastwards before settling. The volcanic ‘plume’, or could, of fine ash reached the eastern coast of the USA three days later, and several days later, the ash had completely encircled the world.Location: Mount Saint Helens (stratovolcano) is in North America, in the Cascada mountain range. Skamania County, Washington State, USA. Plates involved: Juan de Fuca plate and the North American Plate. Types of boundary and crust: Oceanic (Juan de Fuca) and Continental (North American) crusts. The margin is destructive, also known as a convergent boundary. It’s also a Subduction Zone, as the Juan de Fuca plate is subducted under the North American Plate. Warning Signs On March 20th there was a minor earthquake, which measured 4. 1 on the Richter scale.Tremors happened for the next few days until the 27th of March, when there was actually a small eruption of steam and ash, which left a crater aro und 250 feet wide. On March 30th there were 79 earthquakes on the mountain. After that minor eruptions occurred daily. On April 3rd there were harmonic tremors signaling the movement of magma deep within the mountain. The crater was 1500 feet wide then. Explosions of ash, ice, and rock were happening almost daily. A harmonic tremor is a sustained release of seismic and/or infrasonic energy most often related to the underground movement of magma and/or the venting of volcanic gases from magma.In late April/early May the north side of the mountain had begun to bulge by 1. 5 meters per day, indicating a build-up of magma and an increase in pressure. By then the mountain had lost its perfect cone shape. It was given the name ‘Mount Fuju of America’. What happened? Impacts? Economic All buildings and manmade structures within the vicinity of Spirit Lake were buried. More than 200 houses and cabins were destroyed and damaged in Skamania and Cowlitz Counties. Bridges, roads, t rails, were also destroyed by the eruption. More than 185 miles of highways and 15 miles of railways were also damaged.Around 12% of the total crop was ruined by settling dust. Fruit and alfalfa were hit the hardest. Crops and livestock on valley floors were lost due to flooding. Unemployment around the region of the volcano rose tenfold immediately after the eruption, about weeks following the disaster. This returned to normal after the area was cleaned up. Tourism was nearly crippled in the area after the volcano erupted, however, this was quickly remedied as tourists began pouring in, eager to see the results of the incident. Social Of course the destroying of the houses and cabins led to many people being homeless.The ash coming from the eruption hindered the smooth running of car engines in three states. Trees caused a logjam 60 km away, carried away by floodwater. Electricity supplies were interrupted and telephone wires were cut. Many other electronic equipment malfunctioned due to the layers of ash and the fine ash that drifted into the engines or structures. Transportation was also affected because railways and highways were closed down. The ash also limited visibility, so it was dangerous on the roads. Ash accumulation stopped airplanes from taking off in airports around the area.Environmental Many tens of thousands of acres of prime forest were destroyed or heavily damaged. Every tree in the 250 km2 blast zone north of the volcano was totally flattened and destroyed. 10 million or so trees had to be replanted. Like with the trees, nothing alive, or inanimate, survived the eruption within the blast zone. Game animals like elks, bears, and deer perished in the area as well; Around 7000 of them died. However smaller rodents and such animals were able to survive, as they were below ground level and/or water surface when the volcano erupted.Salmon and other fish were lost when the hatcheries were destroyed, and an estimated of 40,000 young salmon were lo st when they were forced to swim through hydroelectric turbine blades. After the eruption Mount St. Helens was left with a huge crater on its north side. The loss of the north side of the mountain, which was 13% of the cone's volume, reduced Mount St. Helens' height by about 1,313  feet and left a crater that was 1 to 2  miles wide and 2,100  feet deep. Responses The government of Washington State set up two zones around the volcano, a ‘Red Zone’ and a ‘Blue Zone’.The red one surrounded the volcano, while the blue one surrounded the red one. The WA National Guard response to Mt. St. Helens eruption was:(from youtube): â€Å"When I saw the plume rice 60-80,000 feet above, I mean it was just awesome that one away to say it because we never really get to see things like this often, however when I saw at the rate it was coming towards us I felt tremendously terrified. † Five of the guards ignored the ‘shut down’ command and went to sav e survivors of the eruption. Many people owe their lives to the five guards who risked their own lives to save them.

Is Wal-Mart Good for America? Essay

This direct quote from Wal-Mart founder Sam Walton, was placed at the top of their website to nform its consumers of their general management philosophy. It is meant to instill a feeling of comfort that such an enormous multinational retailer still manages to hold on to its small town founder’s values. Provide people with the lowest possible prices on items that they need, whatever the cost. This slogan of always providing the lowest prices has made Wal-Mart the largest retailer on the planet and they generate billions of dollars in profit annually. But is Wal-Mart good for America? On the surface it would seem that providing a customer with an item at the lowest possible revailing question, one must more closely examine the mechanisms by which Wal- Mart is able to provide merchandise at such bargain basement prices. Providing people the lowest possible prices, whatever the cost. In this case, these low prices are being provided at the cost of the environment, Wal-Mart vendors, Wal-Mart employees, and even the American taxpayer. As the â€Å"Wal-Martization† of America is forcing businesses to outsource their Jobs oversees Just to stay solvent, it creates a problem here back home of people not being able to pay their bills and maintain adequate living standards. Is Wal-Mart creating the greatest good for the greatest number? Or are they Just creating the greatest good for their executives and investors? This reflection paper will attempt to analyze and answer these questions as we dive deep into the culture of Wal-Mart and its effect on society domestically, as well as globally. The two dominant points of view used to analyze corporations and their overall purpose could be summarized by the terms â€Å"stockholder† and â€Å"stakeholder† management. The former was championed by the well-known economist Milton Friedman. He believed that â€Å"a corporation’s primary and perhaps ole purpose is to maximize profits for stockholders†¦ † (Arnold, Beauchamp ; Bowie, 2013) Friedman would view Wal-Mart as a corporation that acts solely in the best interest of their stockholders. Wal-Mart is notorious for not paying their employees very high wages and not offering much to their employees in terms of retirement benefits and health care coverage. At least when compared to other successful competitors such as Costco, Wal-Mart clearly comes up short in this department. The latter point of view mentioned was made popular by Edward Freeman in his essay, â€Å"Managing for Stakeholders. In it he argues that â€Å"the primary responsibility of the executive is to create as much value for stakeholders as possible, and that no stakeholder interest is viable in isolation of the other stakeholders. (Freeman, 2007) When we speak of stakeholders, we are referring to the five basic groups that stand to gain or lose from corporations. These groups are customers, suppliers, employees, the local community and the stockholders. Freeman argues that no one stakeholder’s interest should be taken at the expense of the others and that all must be considered by a corporation when it comes to making the best decision. While the â€Å"Friedmanite† view has been seen as the classical dominant view on corporations and their purpose, the stakeholder view on management has been gaining speed over the last thirty years and cannot be underestimated or undervalued these days as companies struggle to stay competitive in a massive global economy. In terms of all stakeholders involved, both Friedman and Freeman would agree that Wal-Mart is acting in the best interest of their stockholders primarily. This benefit to the shareholders is at the expense of all the other stakeholders. The customers will suffer due to the lack of uality of items purchased. Wal-Mart outsources a great deal of their production to China to save on labor and production costs. As a result, the common saying â€Å"you get what you pay for† holds true. These items that Wal-Mart sells in their stores tend to be of inferior quality, and that â€Å"quality’ is passed on to the consumer. The employees suffer because they are not able to earn a decent wage to live on. According to an article written by Wayne Cascio, Decency Means More Than â€Å"Always Low Prices†: A Comparison of Costco to Wal-Mart’s Sam’s Club, he indicates that â€Å"The age is hardly enough to live on these days with gas prices where they are and the average cost of living going up. I know I couldn’t live on 10 dollars per hour. These low wages actually end up costing the American tax payer in the forms government assistance programs such as Medicaid and food stamps. In a study conducted by the Institute for Labor and Employment at the University of California, Berkeley, â€Å"taxpayers subsidized $20. million for medical care for Wal-Mart employees in that state alone. † (Cascio, 2006) Suppliers suffer because they are forced to accept the ontracts that Wal-Mart offers them to provide their products in their stores that essentially eat up their profits. The local community suffers because when a new Wal-Mart is built, smaller stores struggl e to stay competitive due to the fact they cant keep up with the prices that Wal-Mart charges for their product. They do not have the ability to outsource production and so they eventually go out of business. While Friedman and Freeman would believe that Wal-Mart is primarily serving the interests of their stockholders while disregarding all other stakeholders, John Boatright would ffer an alternative hypothesis on the issue. In his article, what’s wrong-and what’s right-with stakeholder management, he argues that â€Å"†¦ a business organization in which managers act in the interest of the shareholders can also be one that, at the same time, benefits all stakeholder groups. † (Boatright, 2013) He goes on to provide his definition of what a firm is and what their purpose should be. Boatright defines a firm â€Å"†¦ s a nexus of contracts between a legal entity called a firm and its various constituencies, which include employees, customers, suppliers, investors, and other roups. † (Boatright, 2013) It is believed that by each group providing their own services in a Joint effort with a firm, that the greatest financial return will be achieved. From Boa tright’s point of view, he would view the business philosophy of Wal-Mart as one that does benefit all the stakeholders. Customers benefit by having more purchasing power. They can walk into a Wal-Mart and purchase more items than they could at any other retailer.

How UML and Agile Development fit together Essay

How UML and Agile Development fit together - Essay Example 2. How can software affect both product development and product management? In the current competitive environment, development of products that win the appeal of the customer is very important for success in the market. On the other hand, the success of any product is dependent upon the skills and competencies of the product manager; the latter is responsible for development of products. The product development and management process includes processes such as product requirement definition, release definition, and product life cycles. However, product development and management is complex and includes numerous stakeholders, responsibilities and processes. This means that contemporary product managers have to be heavily assisted by technology, including appropriate software (Gorchels 23). There is need for the right kind and combination of software to be applied for the desired product to be achieved. 3. List and explain the common tasks performed during software architecture. Some of the common tasks performed during software architecture include; Proposal development: A software architect develops proposals for new software based on new product needs or customer requirements. Design: This involves the design and creation of new software on the basis of proposals made. Software realization: This involves supervision of the whole process of software development from design through creation up to the point that the software is ready to be launched. Software validation: A software architect plays the role of validating software for a company especially when such software has been outsourced or is new. This involves ascertaining the effectiveness of the software and ensuring it is fit for purpose. Report writing: The software architect is charged with producing periodic reports during the course of software development. 4. What are the common inputs, constraints, and outputs found during architectural problem solving? Software design inputs are very helpful towar ds formalization of architecture requirements and constraints. Some of the common inputs in software design include use cases, usage scenarios, functional requirements, non-functional requirements, and technological requirements (Clements et al. 72). Some common constraints in software design include poor technology, fast changing scenarios and unanticipated functional or non-functional requirements. 5. Why is it important for software architects to be familiar with the discipline of requirement engineering? Requirements engineering is mainly concerned with the identification and communication of the purpose of a software-intensive system, and contents in which it will be used. Basically it acts as the bridge between the need of software users, customers, and other groups affected by a software system, and opportunities and capabilities provided by software (Malan and Bredemeyer 1). It is important for software architects to be familiar with requirements engineering because it provi des them with the opportunity to understand how to bridge the gap between what users need and system design to meet those needs. 6. What are the four main activities performed during requirement engineering? Explain. The following activities are performed during requirement engineering: Requirements discovery: Involves Requirements analysis: this involves

International trade and investment patterns Essay

International trade and investment patterns - Essay Example What is the significance of a single European Market for EU-based companies? What are international trade and investment theories involved in the economic integration of Europe? Given emerging economies like China and Russia, what is the significance of a single European Market for both the emerging economy and the EU-based companies? What strategies can EU companies adopt to benefit from the rise of the emerging economies? These are among the questions that will be addressed by this report. The primary objective for the report is to illustrate the importance of economic integration both for European business companies and the emerging economies. II. Main Purposes of the European Union and Forms of Economic Integration The official webpage of the European Union emphasised that one of the key goals of the European Union is to â€Å"foster economic cooperation† (Economic Union paragraph 20). However, â€Å"what began as a purely economic union also evolved into an organisation spanning all policy areas, from development aid to environment† and the name change from the European Economic Community (EEC) into the European Union or the EU in 1993 â€Å"reflected this change† (European Union paragraph 3). ... The forms of economic integration or regional integration are a regional trading arrangement, free trade area, a customs union, common market and the economic union (Carbaugh 271-273). A regional trade arrangement is an agreement whereby participating countries agree to reduce international trade tariffs among themselves (Carbaugh 271). In a free trade area, countries maintain lower tariff among them but maintain variable trade policies with other countries (Carbaugh 273). In a customs union, countries impose lower tariffs among member countries and harmonises a common trade policies with non-member countries (Carbaugh 273). A common market integrates the economies of member countries by calling for features similar to a customs union while allowing unhampered factor flows (labour and capital) at the same time (Carbaugh 273). In contrast, an economic union as represented by the European Union, has the features of a common market but, in addition, it calls for the fiscal and monetary integration (Carbaugh 273). Monetary integration in the EU shields Europe from the potentially harmful effects of a flexible exchange rate (Krugman & Obstfeld 617). Other than having a basis in trade theory, economic integration has a sound basis in investment theory. III. Investment Theory and the European Union Economic integration or economic unionism promotes a united Europe but what does it do for business and investments? At least two investment theories support the view that the economic integration of Europe is a step forward. One of the investment theories pertain to the theory of economy of scale (Denisia 57). Economic theory holds that scale influences returns from

Group report Research Paper Example | Topics and Well Written Essays - 1000 words

Group report - Research Paper Example In this country, the Australian green investment is likely to find a healthy business environment where they will enjoy the monopolistic competition (Belohlavel, 2013 pg 123). On the other hand, even though the advantages for this foreign investment in Taiwan are likely to outdo the disadvantages, for any business operation and investment there must as well be difficulties. Some of the drawbacks that may affect the green field investment by the Australian may include; adapting to the political and legal systems in Taiwan, the market segmentation, the socio-cultural beliefs of the people of Taiwan. It will, therefore, be a matter of great importance for this foreign direct investment (FDI) to strategically outline and consider the various external and internal business environments they are likely to face in Taiwan as foreign business destination (Blaine, 2008 pg 98). The population in Taiwan as well will be considerate for the investment though as one of the developed countries they embrace technology, therefore, for the Greenfield investment to be efficient and effective in Taiwan most of their operations will always revolve around machinery. The structure of our business-based report as Australians is to analyse the disadvantages as well as the advantages of implementing Greenfield business system in Taiwan as a developed country. This report will finally recommend on the uniqueness of the business investments in Taiwan, as opposed to the other developed world countries. Advantages and Disadvantages of Investing In Taiwan Advantages Taiwan is one of the most regionally integrated regions in the world for the foreign direct investments. The legislation in Taiwan welcomes and provides for various constitutional rights of these investors. One of the common favourable structures of business is the use of different currencies, which are in the stock exchange of this country (Faith, 2010 pg 143). The Australian Greenfield, therefore, is not an exception in the mark eting rights, in the Taiwan government. This is one of the basic factors that will attract these foreign investors into Taiwan as a country. The other advantage in Taiwan that encourages investment is the well-developed infrastructure in Taiwan (Gorynia et al, 2013 pg 121). One of the important features of the developed countries is the aspect of well-established infrastructures starting from the transport and communication, health and lastly water and sanitation. This aspect will smoothen the running of the Greenfield business investment by this Australian in Taiwan. This as well will provide for minimum operations in terms of time, which will greatly improve the efficiency of this investment in Taiwan. The third aspect on the advantages is on the political economy environment in Taiwan. The well-structured political environment, in Taiwan, has urged enticed most of the foreign investors into the country (Great Britain, 2000 pg149). The Greenfield investment, therefore, is likely t o settle in this country due to its peaceful political and social environment, which paves the way for a healthy investment environment. Lastly, the country is strategically located hence; accessibility to various parts of the world will be possible by these Australian based investors. Accessibility of a region is one of the factors that influence investment

Fatal Attraction Essay Example | Topics and Well Written Essays - 1000 words

Fatal Attraction - Essay Example This movie has gained importance for the psychological disorder reflected by Glenn close, where in she forces herself to get attached to the man involved with her. The abnormal mental disorder with Glenn Close is very clear in the movie as it was a psychological illness called Border line personality disorder. In this movie, this female character depicted symptoms like, impulsiveness, extreme anger ness, suicidal tendencies, instability with interpersonal relationship and fear of rejection. Borderline personality disorder is a mental illness in which the victim shows continue disturbance of personality instability, mood swings, identity crisis and self – image issues and prolonged thinking patterns. The person can remain disassociated from people and can bring about negative impact on oneself and to others to a great extend. This can bring over a disaster effect on the patient and can even turn fatal to people around them. The patient can have a distorted self image and can have uncontrollable mood swings and impulsive attitude which their loving ones can find strange and horrifying. The most of the symptoms of this disease appear in a person during adolescence or in the late adulthood. Clinical Features Reflected by Glenn Close The first symptom shown by Glenn close is her attempt to suicide, where in she tries to slit her wrist .This is a major clinical symptom of Border line personality disorder where the patient feel dejected and abandoned and tries to accomplish their goals by putting their lives on risk. The character is showing a sign of self harming which means that she is an advanced stage of border personality disorder. She is also getting obsessed with the man she had affair with, and is trying relentlessly to stalk him and his family. She is trying to harm his family members in order to take of her jealousy on them .This is a kind of mood swing which can get extreme in patients of border personality disorder. She is following the man she got involved everywhere, and this is a case of compulsion because of extreme mood swings. Moreover Glenn Close is sending a tape with abusive words to his family as part of her mental illness. She is also showing the splitting aspect where she idealizes Michael Douglas and demonizes his family. She attempts to kill his wife and kid which is indeed an atrocious act. â€Å" The phenomenon of â€Å"splitting† signifies an inability to reconcile alternative or opposing perceptions or feelings within the self or others, which is characteristic of borderline personality†(American Psychiatric,2001,pg.47). She has also identity crisis where she thinks she is being dejected and is forcefully tries to cling on to the Michael Douglas fro love and support. The female character also has extreme mood swings wherein she abuses the man and also tries to be nice at the same time. The Character and the Personality Disorder The character in the movie Glenn Close very clearly depicted the symptoms of Border personality disorder. She is not showing a normal behavior as she threatens the man she is involved with and is intimidating him to love her. She is also performing suicidal attempts which are a chronic symptom of border personality disorder. This could be mainly due to the aloneness experienced by the character in the movie. â€Å"Aloneness is experienced as a terrifying loss of self that the patient of BPD may defend against by action or by distorting reality†(Gunderson,2008pg.11). Glenn close her is showing fear of abandonment where the victim make desperate attempts to hold on to the failed relationship. She also loses control on her feelings and become impulsive very easily and attempts on self destruction and

England. World Civilization Class Essay Example | Topics and Well Written Essays - 1250 words

England. World Civilization Class - Essay Example Children suffered as the societies lived in very deplorable conditions. Formal settlements were rare as many people engaged in farming and could not maintain very descent and clean surrounding as it is possible today. There was poor planning of settlements, poor road infrastructure, poor sanitation, and poor and dangerous working conditions. Generally, civilization of the world passed through difficult moments and this is clearly evident through learning history of England. Modern History Sourcebook: Friederich Engels: Industrial Manchester, 1844 This article is the work of Paul Halsal who made reference to work of Friendrich Engels to communicate the realities and experiences of industrial revolution and world civilization. The article appears to target residents of Manchester City in London and Europeans in general and intends to inform them about the need to protect and preserve their surroundings. The story of Friederich Engels indicates that the condition of the city was notorio us and very unfit for human survival1. The city characterized with poor settlement planning that left very narrow paths that two people could not pass through at the same time. 2The story of Friedrich describe how some could easy miss the right direction and instead make countless rounds within the courts before finding the right way, â€Å"He who turns to the left here from the main street, Long Millgate, is lost; he wanders from one court to another.†3 The article uncovers the true reality of health risks that the inhabitants of Manchester were vulnerable to. The article sadly describes the nature of the open pit dumpsites and contaminated, smelly and dirty rivers that made it hard for any visitor to the region have easy breath of air. From the general description of the ancient Manchester city, this article seems to pass very crucial information concerning the need to preserve the environment considering the efforts and time it took to make Manchester city what it is today . In so doing, the article appears to persuade and convince the audience who are particularly resident of Manchester city to work hard to protect serenity of the city. Unlike today that it is easy and enjoyable to live in Manchester city, it was initially very difficult and problematic to live in the city. The move by Halsal to select this article with such mysterious reality about the past of Manchester City seems to be one to persuade residents of the city and Europe in general to work hard and value the kind of infrastructure they currently enjoy4. The article gives the audience substantial reason to fight towards protection of the environment and appreciate the work and struggle of their forefathers who seemingly worked hard to change the condition. The article also appears to discredit widespread believe that European countries and England in particular never succumbed or experienced poverty. As demonstrated by Friedrich in his article, situating in England and Manchester in pa rticular that was by then the richest city of the country had very bad road infrastructure that were generally impassable. Housing facilities were unbearable and environment was very unhealthy and unfit for human survival. Modern History Sourcebook: Women Miners in the English Coal Pits The author of the article develops his communication about the past by referring to the Parliamentary papers of 1842 Great Britain Parliament. This article describes a very sad but truth situation about the history of world’s civilization. The article concentrates and appears to be very compassionate about the suffering of women and children in the coalmines in England. 5It was through the suffering that the members of the society could earn living and place food on their

Organizational Technology Plan Essay Example | Topics and Well Written Essays - 250 words

Organizational Technology Plan - Essay Example As the population grows and their needs grow even faster, the natural resources are being depleted at the speed of light. Moreover, all other societal and environmental factors are being exhausted very quickly as well. In such a situation, there is a huge responsibility on the shoulders of businesses operating in our environment. (Total Attorny/Scanlan, 2010). They cannot simply leverage the society and its resources without giving anything back in return like old times. This calls for a well-renowned business activity of our times, i.e. Corporate Social Responsibility. Simply put, corporate social responsibility is nothing but a corporation’s or a business’s way of paying back to the society and/or the environment for what it takes in order to keep itself up and running, although it can never actually repay 100%. (Werther, Chandler, 2010). There are several types of social responsibilities that apply to the present-day businesses. Some major responsibilities would incl ude helping the backward segments of the society move up the ladder by providing educational and professional opportunities, generation of employment, promoting culture, protecting and revitalizing the environment, promote research and development, induce recreational activities, etc. (Epicor, 2010).

Pro Life Essay Example | Topics and Well Written Essays - 500 words

Pro Life - Essay Example It is rather known most commonly as the opposition to most abortion case; the support to new life. The major stated goal of the pro-life movement is to "restore legal protection to innocent human life" (Matthew, 2006). This includes the protection of the fetuses and embryos, those who are physically incapacitated that cannot tell their thoughts anymore, and people who are too weak. There are three kinds of people in the world: those who only watch things to happen, those who knows how to make things happen and those doesn't even know whatever it is that hit them. Today, the majority of the people of the world are those who sometimes cannot even be bothered with what's happening, and the one's who make up the first and the last category. In today's reality, it is very hard to establish a common goal and further, fight for it; as people also considers the greatest destroyer of peace today is abortion, because it is believed that it is the direct killing of an innocent child, and by the term, it is also a kind of "murder" by same person who gave life to it. It is no longer just the issue of a woman's right to choose the number of children that she will bear.

Government & The Economy Essay Example | Topics and Well Written Essays - 2000 words

Government & The Economy - Essay Example d inequality within the United States are cheap labor from Asia, unreasonable exchange rates, outsourcing, corporate greed, illegal immigration, discrimination, and involvement in global wars, but policy changes like increase in minimum wages, innovative tax systems, earned income tax credit (EITC), Family and Medical Leave Act of 1993 (FMLA), etc can reduce this inequality to an extent. First of all, the challenge of cheap labor from Asia is an important reason behind the inequality in the United States. For instance, globalization transformed the US role within the global trade relations. The Asian nations began to exploit the scope of globalization because human resource is comparatively cheap in Asian context. So, the American companies began to recruit Asians due to less economic burden. This eventually led the educated US citizens towards economic problems related to joblessness. From a different angle of view, cheap labor from Asia benefited the American companies, but affected the educated US citizens. But the policy makers within the US political context were not able to foresee this problem. Besides, the Asian nations accelerate the challenge of cheap labor because the same is helpful for those nations to gain more revenue. To be specific, the difference in exchange rate helps the Asian nations to benefit from working for American companies. Similarly, unreasonable exchange rates result in inequality within the American context. For instance, the initiatives undertaken by the Federal Reserve to stimulate the economy resulted in the decrease in interest rates. To be specific, the Federal Reserve aimed to help the housing market by decreasing the interest rates. But this initiative did not help the Americans to own homes because decreased rate was not enough attract them towards the housing market. This proves the drastic effect of the ineffective economic policies within the US context. One can see that good jobs help citizens to own homes. On the other

Oxfam Essay Example for Free

Oxfam Essay Oxfam does many things to help people. Some of the things they do are: 1) When People need help in an emergency – fast. They save lives, swiftly delivering aid, support and protection; and they help communities develop the capacity to cope with future crises. 2) They help Poor people take control, solve their own problems, and rely on themselves – with the right support. They fund long-term work to fight poverty in thousands of communities worldwide. 3) They campaign to get more money to help people. When people are in an emergency Oxfam come and drop supplies for quick use. They help poor people to take control by providing tools and skills. This enables communities to dig wells and plant seed to grow crops. When they campaign, they make adverts so that people can see the disasters that happen in other countries. Their mission statement is â€Å"Oxfam is a global movement of people working with others to overcome poverty and suffering. † They follow their statement by working with other countries all around the world that can lend a helping hand to their cause. They also go on the news when they do there emergency drops for people. Also, on the website, they publish what they have done in recent years, and what they are doing to help now. You also here about people getting wells and farm land in the paper, along with the company that is responsible for making it happen I think that Oxfam should help people in England as well as people abroad because everyone says that other countries are in a mess, and that 60% of their kids are in poverty, but when you look at our country 1 in every 3 kids are in poverty. So I think that some of the money should be spent on getting our kids out of poverty as well as kids abroad. I asked people if they think that Oxfam should help people in our country and why. One person said: â€Å"I think that Oxfam should help people in our country because we spend millions of pounds to help other countries when we say we have no money, so if we can find that much money to help other countries, then why not use the money first to help our countries.

Structure and Features of the Arabic Language

Structure and Features of the Arabic Language The Arabic language is a semantic language with a complicated morphology, which is significantly different from the most popular languages, such as English, Spanish, French, and Chinese. Arabic is an official language in over 22 countries. It is spoken as first language in North Africa (Algeria, Egypt, Libya, Morocco, Tunisia, Sudan), the Arabian Peninsula (Bahrain, Kuwait, Oman, Qatar, Saudi Arabia, United Arab Emirates, Yemen), Middle East (Iraq, Jordan, Lebanon, Syria), and other Arab countries (Mauritania, Comoros, Djibouti, Somalia). Since Arabic is the language of the Quran, the holy book of Islam, it is also spoken as a second language by several Asian countries such as: Indonesia, Pakistan, Iran, Uzbekistan and Malay[52]. More than 422 million people are able to speak Arabic, which makes this language the fifth most spoken language in the world, according to[53]. This chapter give brief description about the relevant basic elements of the Arabic language. This covers Arabic language structure, and the features of the Arabic writing system. The morphology of Arabic language and the Arabic word classes, i. e. nouns, verbs, and particles are presented in this chapter. The Arabic language challenges are also discussed in the last section of this chapter. 2.1.Arabic Language Structure The Arabic language is classified into three forms: Classical Arabic (CA), Colloquial Arabic Dialects (CAD), and Modern Standard Arabic (MSA). CA is fully vowelized and includes classical historical liturgical text and old literature texts. CAD includes predominantly spoken vernaculars, and each Arab country has its dialect. MSA is the official language and includes news, media, and official documents[16]. The direction of writing in the Arabic language is from right to left. The alphabet of the Arabic language consists of 28 as shown in Table 2-1. Table 2‑1: The alphabet of the Arabic language No. Alone Form Transliteration Initial Form Medial Form End Form 1 Ø § a Ø § Ùâ‚ ¬ÃƒËœÃ‚ § Ùâ‚ ¬ÃƒËœÃ‚ § 2 Ø ¨ b Ø ¨Ãƒâ„¢Ã¢â€š ¬ Ùâ‚ ¬ÃƒËœÃ‚ ¨Ãƒâ„¢Ã¢â€š ¬ Ùâ‚ ¬ÃƒËœÃ‚ ¨ 3 Ø ª t Ø ªÃƒâ„¢Ã¢â€š ¬ Ùâ‚ ¬ÃƒËœÃ‚ ªÃƒâ„¢Ã¢â€š ¬ Ùâ‚ ¬ÃƒËœÃ‚ ª 4 Ø « th Ø «Ãƒâ„¢Ã¢â€š ¬ Ùâ‚ ¬ÃƒËœÃ‚ «Ãƒâ„¢Ã¢â€š ¬ Ùâ‚ ¬ÃƒËœÃ‚ « 5 Ø ¬ j Ø ¬Ãƒâ„¢Ã¢â€š ¬ Ùâ‚ ¬ÃƒËœÃ‚ ¬Ãƒâ„¢Ã¢â€š ¬ Ùâ‚ ¬ÃƒËœÃ‚ ¬ 6 Ø ­ h Ø ­Ãƒâ„¢Ã¢â€š ¬ Ùâ‚ ¬ÃƒËœÃ‚ ­Ãƒâ„¢Ã¢â€š ¬ Ùâ‚ ¬ÃƒËœÃ‚ ­ 7 Ø ® kh Ø ®Ãƒâ„¢Ã¢â€š ¬ Ùâ‚ ¬ÃƒËœÃ‚ ®Ãƒâ„¢Ã¢â€š ¬ Ùâ‚ ¬ÃƒËœÃ‚ ® 8 Ø ¯ d Ø ¯ Ùâ‚ ¬ÃƒËœÃ‚ ¯ Ùâ‚ ¬ÃƒËœÃ‚ ¯ 9 Ø ° th Ø ° Ùâ‚ ¬ÃƒËœÃ‚ ° Ùâ‚ ¬ÃƒËœÃ‚ ° 10 Ø ± r Ø ± Ùâ‚ ¬ÃƒËœÃ‚ ± Ùâ‚ ¬ÃƒËœÃ‚ ± 11 Ø ² z Ø ² Ùâ‚ ¬ÃƒËœÃ‚ ² Ùâ‚ ¬ÃƒËœÃ‚ ² 12 Ø ³ s Ø ³Ãƒâ„¢Ã¢â€š ¬ Ùâ‚ ¬ÃƒËœÃ‚ ³Ãƒâ„¢Ã¢â€š ¬ Ùâ‚ ¬ÃƒËœÃ‚ ³ 13 Ø ´ sh Ø ´Ãƒâ„¢Ã¢â€š ¬ Ùâ‚ ¬ÃƒËœÃ‚ ´Ãƒâ„¢Ã¢â€š ¬ Ùâ‚ ¬ÃƒËœÃ‚ ´ 14 Ø µ s Ø µÃƒâ„¢Ã¢â€š ¬ Ùâ‚ ¬ÃƒËœÃ‚ µÃƒâ„¢Ã¢â€š ¬ Ùâ‚ ¬ÃƒËœÃ‚ µ 15 Ø ¶ tha Ø ¶Ãƒâ„¢Ã¢â€š ¬ Ùâ‚ ¬ÃƒËœÃ‚ ¶Ãƒâ„¢Ã¢â€š ¬ Ùâ‚ ¬ÃƒËœÃ‚ ¶ 16 Ø · ta Ø ·Ãƒâ„¢Ã¢â€š ¬ Ùâ‚ ¬ÃƒËœÃ‚ ·Ãƒâ„¢Ã¢â€š ¬ Ùâ‚ ¬ÃƒËœÃ‚ · 17 Ø ¸ tha Ø ¸Ãƒâ„¢Ã¢â€š ¬ Ùâ‚ ¬ÃƒËœÃ‚ ¸Ãƒâ„¢Ã¢â€š ¬ Ùâ‚ ¬ÃƒËœÃ‚ ¸ 18 Ø ¹ aa Ø ¹Ãƒâ„¢Ã¢â€š ¬ Ùâ‚ ¬ÃƒËœÃ‚ ¹Ãƒâ„¢Ã¢â€š ¬ Ùâ‚ ¬ÃƒËœÃ‚ ¹ 19 Ø º gh Ø ºÃƒâ„¢Ã¢â€š ¬ Ùâ‚ ¬ÃƒËœÃ‚ ºÃƒâ„¢Ã¢â€š ¬ Ùâ‚ ¬ÃƒËœÃ‚ º 20 Ù  f Ù Ãƒâ„¢Ã¢â€š ¬ Ùâ‚ ¬Ãƒâ„¢Ã‚ Ãƒâ„¢Ã¢â€š ¬ Ùâ‚ ¬Ãƒâ„¢Ã‚  21 Ù‚ q Ù‚Ùâ‚ ¬ Ùâ‚ ¬Ãƒâ„¢Ã¢â‚¬Å¡Ãƒâ„¢Ã¢â€š ¬ Ùâ‚ ¬Ãƒâ„¢Ã¢â‚¬Å¡ 22 Ùƒ k ÙƒÙâ‚ ¬ Ùâ‚ ¬Ãƒâ„¢Ã†â€™Ãƒâ„¢Ã¢â€š ¬ Ùâ‚ ¬Ãƒâ„¢Ã†â€™ 23 Ù„ l Ù„Ùâ‚ ¬ Ùâ‚ ¬Ãƒâ„¢Ã¢â‚¬Å¾Ãƒâ„¢Ã¢â€š ¬ Ùâ‚ ¬Ãƒâ„¢Ã¢â‚¬Å¾ 24 Ù†¦ m Ù†¦Ãƒâ„¢Ã¢â€š ¬ Ùâ‚ ¬Ãƒâ„¢Ã¢â‚¬ ¦Ãƒâ„¢Ã¢â€š ¬ Ùâ‚ ¬Ãƒâ„¢Ã¢â‚¬ ¦ 25 Ù†  n Ù† Ãƒâ„¢Ã¢â€š ¬ Ùâ‚ ¬Ãƒâ„¢Ã¢â‚¬  Ãƒâ„¢Ã¢â€š ¬ Ùâ‚ ¬Ãƒâ„¢Ã¢â‚¬   26 Ù†¡Ãƒâ„¢Ã¢â€š ¬ h Ù†¡Ãƒâ„¢Ã¢â€š ¬ Ùâ‚ ¬Ãƒâ„¢Ã¢â‚¬ ¡Ãƒâ„¢Ã¢â€š ¬ Ùâ‚ ¬Ãƒâ„¢Ã¢â‚¬ ¡ 27 Ùˆ w Ùˆ Ùâ‚ ¬Ãƒâ„¢Ã‹â€  Ùâ‚ ¬Ãƒâ„¢Ã‹â€  28 ÙÅ   y ÙÅ  Ãƒâ„¢Ã¢â€š ¬ Ùâ‚ ¬Ãƒâ„¢Ã…  Ãƒâ„¢Ã¢â€š ¬ Ùâ‚ ¬Ãƒâ„¢Ã…   The formulation and shape are different for the same letter, depending on its position within the word [24]. For example, the letter (Ø ¹) has the following styles: (Ø ¹Ãƒâ„¢Ã¢â€š ¬), if this letter appears at the beginning of the word, such as in Ø ¹ÃƒËœÃ‚ §Ãƒâ„¢Ã¢â‚¬ ¦ that means general; (Ùâ‚ ¬ÃƒËœÃ‚ ¹Ãƒâ„¢Ã¢â€š ¬), if this letter appears in the middle of the word, such as in ÙÅ  ÃƒËœÃ‚ ¹ÃƒËœÃ‚ ±Ãƒâ„¢Ã‚  that means know; (Ùâ‚ ¬ÃƒËœÃ‚ ¹), if this letter appears at the end of the word, such as in ÙÅ  ÃƒËœÃ‚ ³Ãƒâ„¢Ã¢â‚¬ ¦ÃƒËœÃ‚ ¹ that means hear. Finally, the letter (Ø ¹) can appear as (Ø ¹) if this letter appears at the end of a word but disconnected from the letter before it such as in Ø ³ÃƒËœÃ‚ ±ÃƒËœÃ‚ ¹ that means fast see Figure (2-1). Figure 2-1: The Formulation and Shape for the Same Letter Thus, a three-letter word may start with a letter in beginning form, followed by a letter in medial form and, finally, by a letter in an end form such as: [Ø ¹Ãƒâ„¢Ã¢â‚¬ ¦Ãƒâ„¢Ã¢â‚¬Å¾] Instead of: [Ø ¹ Ù†¦ Ù„] But the reality is even worse since a letter, in the middle of a word, may have the final or the initial form as in [Ù ÃƒËœÃ‚ ±ÃƒËœÃ‚ ³] Because some letters do not connect with any character that comes after. They have only two forms: isolated (which is also used as initial) and final (also used as middle). These letters are (Ø ¯ÃƒËœÃ…’ Ø °ÃƒËœÃ…’ Ø ±ÃƒËœÃ…’ Ø ²ÃƒËœÃ…’ Ùˆ) for example: [وؠ±ÃƒËœÃ‚ ¯ÃƒËœÃ‚ ©] For the purpose of this thesis, we have defined our own transliteration scheme for Arabic alphabets, which is presented in Table 2.1. Each Arabic letter in this scheme is mapped to only one English letter. Wherever in this thesis, any Arabic word is annotated as a triple attribute to be more clear for a non-Arabic reader. The first attribute for the Arabic word itself which is written in Arabic scripts between two square brackets, the second attribute for an English transliteration which is written in italics, while the third one for English translation which is written between two quotation marks. Figure 2-2 shows an example. Figure 2-2: An Example of Annotated Arabic Word Three letters from the twenty-eight letters appear in different shapes, which are they: Hamza [Ø ¡]: This shape can be: on Alef [Ø £], below Alef [Ø ¥], on Waaw [Ø ¤], on Alef Maqsura [Ø ¦], or isolated [Ø ¡]. Taa-Marbuta [Ø ©]: This is a special form of the letter [Ø ª], it always appears at the end of the word. Alef-Maqsura [Ù†°]: This is a special form of the letter [Ø §], it always appears at the end of the word. The above three letters pose some difficulties when building morphological systems. Many of the written Arabic texts and Arabic web sites ignore the Hamza and the two dots above the Taa-Marbuta. For example, the Arabic word [Ù†¦ÃƒËœÃ‚ ¯ÃƒËœÃ‚ ±ÃƒËœÃ‚ ³ÃƒËœÃ‚ ©] (mdrst, school) may appear in many texts as [Ù†¦ÃƒËœÃ‚ ¯ÃƒËœÃ‚ ±ÃƒËœÃ‚ ³Ãƒâ„¢Ã¢â‚¬ ¡] (mdrsh) (which means school or his teacher) without two dots above the last letter. When comparing the last letter in the two previous words, we found it was [Ø ©] in the first word, while it was [Ù†¡Ãƒâ„¢Ã¢â€š ¬] in the second word. Twenty-five of Arabic alphabets represent consonants. The remaining three letters represent the weak letters or the long vowels of Arabic (shortly vowels). These letters are: Alef[Ø §], Waaw[Ùˆ] and Yaa[ÙÅ  ].   Moreover, diacritics are used in the Arabic language, which are symbols placed above or below the letters to add distinct pronunciation, grammatical formulation, and sometimes another meaning to the whole word. Arabic diacritics include, dama (Ù ), fathah (ÙÅ ½), kasra (Ù ), sukon (Ù’), double dama (ÙŒ), double fathah (Ù†¹), double kasra (Ù ) [54]. For instance, Table 2-2 presents different pronunciations of the letter (Sad) ((Ø µ: Table 2‑2: Presents different pronunciations of the letter (Sad) (Ø µ) Ø µÃƒâ„¢Ã¢â‚¬â„¢ Ø µÃƒâ„¢Ã…’ Ø µÃƒâ„¢Ã‚  Ø µÃƒâ„¢Ã¢â‚¬ ¹ Ø µÃƒâ„¢Ã‚  Ø µÃƒâ„¢Ã… ½ Ø µÃƒâ„¢Ã‚  /s/ /sun/ /sin/ /san/ /si/ /sa/ /su/ In addition, Arabic has special mark rather than the previous diacritics. this mark is called gemination mark (shaddah (Ø ´ÃƒËœÃ‚ ¯ÃƒËœÃ‚ ©) or tashdeed). Gemination is a mark written above the letter (Ùâ‚ ¬Ãƒâ„¢Ã¢â‚¬Ëœ) to indicate a doubled consonant while pronouncing it. This is done when the first consonant has the null diacritical mark skoon (Ùâ‚ ¬Ãƒâ„¢Ã¢â‚¬â„¢), and the second consonant has any other diacritical mark. For example, in the Arabic word (كؠ³Ãƒâ„¢Ã¢â‚¬â„¢ÃƒËœÃ‚ ³Ãƒâ„¢Ã… ½ÃƒËœÃ‚ ±) (kssr, he smashed to pieces), when the first syllable ends with (Ø ³)(s) and the next starts with (Ø ³) (s), the two consonants are united and the gemination mark indicates this union. So, the previous word is written as (كؠ³Ãƒâ„¢Ã¢â‚¬ËœÃƒËœÃ‚ ±), and it has four letters {Ùƒ Ø ³ Ø ³ Ø ±}[55]. The Arabic language has two genders, feminine (Ù†¦ÃƒËœÃ‚ ¤Ãƒâ„¢Ã¢â‚¬  ÃƒËœÃ‚ «) and masculine (Ù†¦ÃƒËœÃ‚ °Ãƒâ„¢Ã†â€™ÃƒËœÃ‚ ±); three numbers, singular (Ù†¦Ãƒâ„¢Ã‚ ÃƒËœÃ‚ ±ÃƒËœÃ‚ ¯), dual (Ù†¦ÃƒËœÃ‚ «Ãƒâ„¢Ã¢â‚¬  Ãƒâ„¢Ã¢â‚¬ °), and plural (Ø ¬Ãƒâ„¢Ã¢â‚¬ ¦ÃƒËœÃ‚ ¹); and three grammatical cases, nominative (Ø §Ãƒâ„¢Ã¢â‚¬Å¾ÃƒËœÃ‚ ±Ãƒâ„¢Ã‚ ÃƒËœÃ‚ ¹), accusative (Ø §Ãƒâ„¢Ã¢â‚¬Å¾Ãƒâ„¢Ã¢â‚¬  ÃƒËœÃ‚ µÃƒËœÃ‚ ¨), and genitive (Ø §Ãƒâ„¢Ã¢â‚¬Å¾ÃƒËœÃ‚ ¬ÃƒËœÃ‚ ±). In general, Arabic words are categorized as particles (Ø §ÃƒËœÃ‚ ¯Ãƒâ„¢Ã‹â€ ÃƒËœÃ‚ §ÃƒËœÃ‚ ª), nouns (Ø §ÃƒËœÃ‚ ³Ãƒâ„¢Ã¢â‚¬ ¦ÃƒËœÃ‚ §ÃƒËœÃ‚ ¡), or verbs (Ø §Ãƒâ„¢Ã‚ ÃƒËœÃ‚ ¹ÃƒËœÃ‚ §Ãƒâ„¢Ã¢â‚¬Å¾). Nouns in Arabic including adjectives (Ø µÃƒâ„¢Ã‚ ÃƒËœÃ‚ §ÃƒËœÃ‚ ª) and adverbs (Ø ¸ÃƒËœÃ‚ ±Ãƒâ„¢Ã‹â€ Ãƒâ„¢Ã‚ ) and can be derived from other nouns, verbs, or particles. Nouns in the Arabic language cover proper nouns (such as people, places, things, ideas, day an d month names, etc.). A noun has the nominative case when it is the subject (Ù ÃƒËœÃ‚ §ÃƒËœÃ‚ ¹Ãƒâ„¢Ã¢â‚¬Å¾); accusative when it is the object of a verb (Ù†¦Ãƒâ„¢Ã‚ ÃƒËœÃ‚ ¹Ãƒâ„¢Ã‹â€ Ãƒâ„¢Ã¢â‚¬Å¾) and the genitive when it is the object of a preposition (Ù†¦ÃƒËœÃ‚ ¬ÃƒËœÃ‚ ±Ãƒâ„¢Ã‹â€ ÃƒËœÃ‚ ± Ø ¨ÃƒËœÃ‚ ­ÃƒËœÃ‚ ±Ãƒâ„¢Ã‚  Ø ¬ÃƒËœÃ‚ ±) [56]. Verbs in Arabic are divided into perfect (Ø µÃƒâ„¢Ã…  ÃƒËœÃ‚ ºÃƒËœÃ‚ © Ø §Ãƒâ„¢Ã¢â‚¬Å¾Ãƒâ„¢Ã‚ ÃƒËœÃ‚ ¹Ãƒâ„¢Ã¢â‚¬Å¾ Ø §Ãƒâ„¢Ã¢â‚¬Å¾ÃƒËœÃ‚ ªÃƒËœÃ‚ §Ãƒâ„¢Ã¢â‚¬ ¦), imperfect (Ø µÃƒâ„¢Ã…  ÃƒËœÃ‚ ºÃƒËœÃ‚ © Ø §Ãƒâ„¢Ã¢â‚¬Å¾Ãƒâ„¢Ã‚  Ø §Ãƒâ„¢Ã¢â‚¬Å¾Ãƒâ„¢Ã¢â‚¬  ÃƒËœÃ‚ §Ãƒâ„¢Ã¢â‚¬Å¡ÃƒËœÃ‚ µ) and imperative (Ø µÃƒâ„¢Ã…  ÃƒËœÃ‚ ºÃƒËœÃ‚ © Ø §Ãƒâ„¢Ã¢â‚¬Å¾ÃƒËœÃ‚ §Ãƒâ„¢Ã¢â‚¬ ¦ÃƒËœÃ‚ ±). Arabic particle category includes pronouns(Ø §Ãƒâ„¢Ã¢â‚¬Å¾ÃƒËœÃ‚ ¶Ãƒâ„¢Ã¢â‚¬ ¦ÃƒËœÃ‚ §ÃƒËœÃ‚ ¦ÃƒËœÃ‚ ±), adjectives(Ø §Ãƒâ„¢Ã¢â‚¬Å¾ÃƒËœÃ‚ µÃƒâ„¢Ã‚ ÃƒËœÃ‚ §ÃƒËœÃ‚ ª), adverbs(Ø §Ãƒâ„¢Ã¢â‚¬Å¾Ã ƒËœÃ‚ §ÃƒËœÃ‚ ­Ãƒâ„¢Ã‹â€ ÃƒËœÃ‚ §Ãƒâ„¢Ã¢â‚¬Å¾), conjunctions(Ø §Ãƒâ„¢Ã¢â‚¬Å¾ÃƒËœÃ‚ ¹ÃƒËœÃ‚ ·Ãƒâ„¢Ã‚ ), prepositions (Ø ­ÃƒËœÃ‚ ±Ãƒâ„¢Ã‹â€ Ãƒâ„¢Ã‚  Ø §Ãƒâ„¢Ã¢â‚¬Å¾ÃƒËœÃ‚ ¬ÃƒËœÃ‚ ±), interjections (Ø µÃƒâ„¢Ã…  ÃƒËœÃ‚ ºÃƒËœÃ‚ © Ø §Ãƒâ„¢Ã¢â‚¬Å¾ÃƒËœÃ‚ ªÃƒËœÃ‚ ¹ÃƒËœÃ‚ ¬ÃƒËœÃ‚ ¨) and interrogatives (Ø ¹Ãƒâ„¢Ã¢â‚¬Å¾ÃƒËœÃ‚ §Ãƒâ„¢Ã¢â‚¬ ¦ÃƒËœÃ‚ §ÃƒËœÃ‚ ª Ø §Ãƒâ„¢Ã¢â‚¬Å¾ÃƒËœÃ‚ §ÃƒËœÃ‚ ³ÃƒËœÃ‚ ªÃƒâ„¢Ã‚ Ãƒâ„¢Ã¢â‚¬ ¡ÃƒËœÃ‚ §Ãƒâ„¢Ã¢â‚¬ ¦) [57]. 2.2.Arabic Morphology The Arabic language is one of the highly sophisticated natural languages which has a very rich and complicated morphology. Morphology is the part of linguistics that deal with the internal structure and formation processes of words. A morpheme is often defined as the smallest meaningful and significant unit of language, which cannot be broken down into smaller parts[58]. So, for example, the word apple consists of a single morpheme (the morpheme apple), while the word apples consist of two morphemes: the morpheme apple and the morpheme -s (indication of plural). In Arabic language for example, the word (Ø ³ÃƒËœÃ‚ £Ãƒâ„¢Ã¢â‚¬Å¾Ãƒâ„¢Ã¢â‚¬ ¡Ãƒâ„¢Ã¢â‚¬ ¦, he asked them) consists also of two morphemes the verb (Ø ³ÃƒËœÃ‚ £Ãƒâ„¢Ã¢â‚¬Å¾, he ask) and the pronoun (Ù†¡Ãƒâ„¢Ã¢â‚¬ ¦, them). According to the previous examples, there are two types of morphemes: roots and affixes. The root is the main morpheme of the word, supplying the main meaning, while the affixes are added i n the beginning, middle or end of the root to create new words that add additional meaning of various kinds. In more general morphemes could be classified as: (1) roots morphemes and (2) affixes morphemes, Figure 2.3 illustrated this classification. Figure 2-3: Morpheme Classification Root is the original morpheme of the word before any transformation processes that comprises the most important part of the word and cannot be reduced into smaller constituents. In other words, it is the primary unit of the family of the same word after removing all inflectional and derivational affixes which can stand on their own as words (independent words). The root morphemes divided into two categories. The first category is called lexical morphemes, which covers the words in the language carrying the content of the message. Examples from English language: book, compute, and write, while examples from Arabic language: (قؠ±ÃƒËœÃ‚ £, read), (لؠ¹ÃƒËœÃ‚ ¨, play), and (كؠªÃƒËœÃ‚ ¨, write). The second category is called stop words morphemes, which covers the function words in the language. The stop words include adverbs, prepositions, pronouns, conjunctions, and prepositions. Examples from English language: on, that, the, and above. Examples from Arabic language: (Ù Ãƒâ„¢Ã…  , in), (Ù Ãƒâ„¢Ã‹â€ Ãƒâ„¢Ã¢â‚¬Å¡, above), and (Ø ªÃƒËœÃ‚ ­ÃƒËœÃ‚ ª, under). Affixes morphemes are also units of meaning; however, they cannot occur as words on their own; they need to be attached to something such as root morphemes. There are three types of affixes in Arabic language: prefixes, infixes, and suffixes. In some cases, all of these affixes can be found in one word as in the word[وؠ§Ãƒâ„¢Ã¢â‚¬Å¾Ãƒâ„¢Ã¢â‚¬ ¦ÃƒËœÃ‚ ­ÃƒËœÃ‚ §ÃƒËœÃ‚ ±ÃƒËœÃ‚ ¨Ãƒâ„¢Ã‹â€ Ãƒâ„¢Ã¢â‚¬  ] (and the warriors). This word has ten letters, three of them are root-letters, while the others are affixes. The root of this word is [Ø ­ÃƒËœÃ‚ ±ÃƒËœÃ‚ ¨] (war). The example in Figure 2.4 can clearly deduce the differences between the three main terms used in computational linguistics: roots, stems and affixes. Figure 2-4: The Decomposition of the Word [وؠ§Ãƒâ„¢Ã¢â‚¬Å¾Ãƒâ„¢Ã¢â‚¬ ¦ÃƒËœÃ‚ ­ÃƒËœÃ‚ §ÃƒËœÃ‚ ±ÃƒËœÃ‚ ¨Ãƒâ„¢Ã‹â€ Ãƒâ„¢Ã¢â‚¬  ]. 2.3.Arabic Language Challenges Arabic is a challenging language in comparison with other languages such as English for a number of reasons:   In English, prefixes and suffixes are added to the beginning or end of the root to create new words. In Arabic, in addition to the prefixes and suffixes there are infixes that can be added inside the word to create new words that have the same meaning. For example, in English, the word write is the root of word writer. In Arabic, the word writer (كؠ§ÃƒËœÃ‚ ªÃƒËœÃ‚ ¨) is derived from the root write (كؠªÃƒËœÃ‚ ¨) by adding the letter Alef (Ø §) inside the root. In these cases, it is difficult to distinguish between infix letters and the root letters. he Arabic language has a rich and complex morphology in comparison with English. Its richness is attributed to the fact that one root can generate several hundreds of words having different meanings. Table 2-4 presents different morphological forms of root study (Ø ¯ÃƒËœÃ‚ ±ÃƒËœÃ‚ ³). Table 2‑3: Different morphological forms of word study (Ø ¯ÃƒËœÃ‚ ±ÃƒËœÃ‚ ³). Word Tense Pluralities Meaning Gender Ø ¯ÃƒËœÃ‚ ±ÃƒËœÃ‚ ³ Past Single He studied Masculine Ø ¯ÃƒËœÃ‚ ±ÃƒËœÃ‚ ³ÃƒËœÃ‚ ª Past Single She studied Feminine ÙÅ  ÃƒËœÃ‚ ¯ÃƒËœÃ‚ ±ÃƒËœÃ‚ ³ Present Single He studies Masculine Ø ªÃƒËœÃ‚ ¯ÃƒËœÃ‚ ±ÃƒËœÃ‚ ³ Present Single She studied Feminine Ø ¯ÃƒËœÃ‚ ±ÃƒËœÃ‚ ³ÃƒËœÃ‚ § Past Dual They studied Masculine Ø ¯ÃƒËœÃ‚ ±ÃƒËœÃ‚ ³ÃƒËœÃ‚ ªÃƒËœÃ‚ § Past Dual They studied Feminine ÙÅ  ÃƒËœÃ‚ ¯ÃƒËœÃ‚ ±ÃƒËœÃ‚ ³ÃƒËœÃ‚ §Ãƒâ„¢Ã¢â‚¬   Present Dual They study Masculine Ø ªÃƒËœÃ‚ ¯ÃƒËœÃ‚ ±ÃƒËœÃ‚ ³ÃƒËœÃ‚ §Ãƒâ„¢Ã¢â‚¬   Present Dual They study Feminine ÙÅ  ÃƒËœÃ‚ ¯ÃƒËœÃ‚ ±ÃƒËœÃ‚ ³ÃƒËœÃ‚ § Present Dual They study Masculine Ø ªÃƒËœÃ‚ ¯ÃƒËœÃ‚ ±ÃƒËœÃ‚ ³ÃƒËœÃ‚ § Present Dual They study Feminine Ø ¯ÃƒËœÃ‚ ±ÃƒËœÃ‚ ³Ãƒâ„¢Ã‹â€ ÃƒËœÃ‚ § Past Plural They studied Masculine Ø ¯ÃƒËœÃ‚ ±ÃƒËœÃ‚ ³Ãƒâ„¢Ã¢â‚¬   Past Plural They studied Feminine Ø ªÃƒËœÃ‚ ¯ÃƒËœÃ‚ ±ÃƒËœÃ‚ ³Ãƒâ„¢Ã¢â‚¬   Present Plural They study Feminine Ø ³Ãƒâ„¢Ã…  ÃƒËœÃ‚ ¯ÃƒËœÃ‚ ±ÃƒËœÃ‚ ³ Future Single They will study Masculine Ø ³ÃƒËœÃ‚ ªÃƒËœÃ‚ ¯ÃƒËœÃ‚ ±ÃƒËœÃ‚ ³ Future Single They will study Feminine Ø ³Ãƒâ„¢Ã…  ÃƒËœÃ‚ ¯ÃƒËœÃ‚ ±ÃƒËœÃ‚ ³ÃƒËœÃ‚ § Future Dual They will study Masculine Ø ³ÃƒËœÃ‚ ªÃƒËœÃ‚ ¯ÃƒËœÃ‚ ±ÃƒËœÃ‚ ³ÃƒËœÃ‚ § Future Dual They will study Feminine Ø ³Ãƒâ„¢Ã…  ÃƒËœÃ‚ ¯ÃƒËœÃ‚ ±ÃƒËœÃ‚ ³Ãƒâ„¢Ã‹â€ Ãƒâ„¢Ã¢â‚¬   Future Plural They will study Masculine Ø ³ÃƒËœÃ‚ ªÃƒËœÃ‚ ¯ÃƒËœÃ‚ ±ÃƒËœÃ‚ ³Ãƒâ„¢Ã‹â€ Ãƒâ„¢Ã¢â‚¬   Future Plural They will study Feminine Some Arabic words have different meanings based on their appearance in the context. Especially when diacritics are not used, the proper meaning of the Arabic word can be determined based on the context. For instance, the word (Ø ¹Ãƒâ„¢Ã¢â‚¬Å¾Ãƒâ„¢Ã¢â‚¬ ¦) could be Science (Ø ¹Ãƒâ„¢Ã¢â‚¬Å¾Ãƒâ„¢Ã¢â‚¬â„¢Ãƒâ„¢Ã¢â‚¬ ¦), Teach (Ø ¹Ãƒâ„¢Ã… ½Ãƒâ„¢Ã¢â‚¬Å¾Ãƒâ„¢Ã¢â‚¬ËœÃƒâ„¢Ã… ½Ãƒâ„¢Ã¢â‚¬ ¦Ãƒâ„¢Ã¢â‚¬â„¢) or Flag (Ø ¹Ãƒâ„¢Ã… ½Ãƒâ„¢Ã¢â‚¬Å¾Ãƒâ„¢Ã… ½Ãƒâ„¢Ã¢â‚¬ ¦Ãƒâ„¢Ã¢â‚¬â„¢) depending on the diacritics [46]. Unfortunately, Arabic people do not explicitly mention the gemination mark in their writing. They depend on their knowledge of the language to supply the missing letter and write the words without it. In consequence, this is make the morphology process of such words is not an easy task [55]. Another challenge of automatic Arabic text processing is that proper nouns in Arabic do not start with a capital letter as in English, and Arabic letters do not have lower and upper case, which makes identifying proper names, acronyms, and abbreviations difficult. In English language, a word is a single entity. It may be a noun, a verb, a preposition, an article, , etc. While in Arabic language a single word could be a complete sentence. For example, Table 2.4 shows some single Arabic words and their equivalent English translations. Table 2‑4: Example: An Arabic Word could be a Complete English Sentence Arabic Word English Sentences Ø °Ãƒâ„¢Ã¢â‚¬ ¡ÃƒËœÃ‚ ¨ÃƒËœÃ‚ ª She go Ø ³ÃƒËœÃ‚ £Ãƒâ„¢Ã¢â‚¬Å¡ÃƒËœÃ‚ ±ÃƒËœÃ‚ £Ãƒâ„¢Ã¢â‚¬ ¡ I will read it Ø ³Ãƒâ„¢Ã¢â‚¬ ¦ÃƒËœÃ‚ ¹Ãƒâ„¢Ã¢â‚¬  ÃƒËœÃ‚ §Ãƒâ„¢Ã¢â‚¬ ¡ We hear him Ø §ÃƒËœÃ‚ ®ÃƒËœÃ‚ ¨ÃƒËœÃ‚ ±Ãƒâ„¢Ã¢â‚¬  Ãƒâ„¢Ã…   He told me Ù ÃƒËœÃ‚ ºÃƒËœÃ‚ §ÃƒËœÃ‚ ¯ÃƒËœÃ‚ ± Then he departed There are several free benchmarking English datasets used for document categorization, such as 20 Newsgroup, which contains around 20,000 documents distributed almost evenly into 20 classes; Reuters 21,578, which contains 21,578 documents belonging to 17 classes; and RCV1 (Reuters Corpus Volume 1), which contains 806,791 documents classified into four main classes. Unfortunately, there is no free benchmarking dataset for Arabic document classification. In the Arabic language, the problem of synonyms and broken plural forms are widespread. Examples of synonyms in Arabic are (Ø ªÃƒâ„¢Ã¢â‚¬Å¡ÃƒËœÃ‚ ¯Ãƒâ„¢Ã¢â‚¬ ¦, Ø ªÃƒËœÃ‚ ¹ÃƒËœÃ‚ §Ãƒâ„¢Ã¢â‚¬Å¾, Ø £Ãƒâ„¢Ã¢â‚¬Å¡ÃƒËœÃ‚ ¨Ãƒâ„¢Ã¢â‚¬Å¾, Ù†¡Ãƒâ„¢Ã¢â‚¬Å¾Ãƒâ„¢Ã¢â‚¬ ¦) which means (Come), and (Ù†¦Ãƒâ„¢Ã¢â‚¬  ÃƒËœÃ‚ ²Ãƒâ„¢Ã¢â‚¬Å¾, Ø ¯ÃƒËœÃ‚ §ÃƒËœÃ‚ ±, Ø ¨Ãƒâ„¢Ã…  ÃƒËœÃ‚ ª, Ø ³Ãƒâ„¢Ã†â€™Ãƒâ„¢Ã¢â‚¬  ) which means (house). In the Arabic language, the problem of broken plural forms occurs when some irregular nouns in the Arabic language in plural takes another morphological form different from its initial form in singular. For example, the word (Doctors, Ø §ÃƒËœÃ‚ ·ÃƒËœÃ‚ ¨ÃƒËœÃ‚ §ÃƒËœÃ‚ ¡) is a broken plural of the masculine singular (Doctor, Ø ·ÃƒËœÃ‚ ¨Ãƒâ„¢Ã…  ÃƒËœÃ‚ ¨). In the Arabic language, one word may have more than lexical category (noun, verb, adjective, etc.) in different contexts such as (wellspring, Ø ¹Ãƒâ„¢Ã…  Ãƒâ„¢Ã¢â‚¬   Ø §Ãƒâ„¢Ã¢â‚¬Å¾Ãƒâ„¢Ã¢â‚¬ ¦ÃƒËœÃ‚ §ÃƒËœÃ‚ ¡), (Eye, Ø ¹Ãƒâ„¢Ã…  Ãƒâ„¢Ã¢â‚¬   Ø §Ãƒâ„¢Ã¢â‚¬Å¾ÃƒËœÃ‚ §Ãƒâ„¢Ã¢â‚¬  ÃƒËœÃ‚ ³ÃƒËœÃ‚ §Ãƒâ„¢Ã¢â‚¬  ), (was appointed, Ø ¹Ãƒâ„¢Ã…  Ãƒâ„¢Ã¢â‚¬   Ù†¦ÃƒËœÃ‚ ¯Ãƒâ„¢Ã…  ÃƒËœÃ‚ ±ÃƒËœÃ‚ § للØ ´ÃƒËœÃ‚ ±Ãƒâ„¢Ã†â€™Ãƒâ„¢Ã¢â‚¬ ¡). In addition to the different forms of the Arabic word that result from the derivational process, there are some words lack authentic Arabic roots like Arabized words which are translated from other languages, such as (programs, Ø ¨ÃƒËœÃ‚ ±ÃƒËœÃ‚ §Ãƒâ„¢Ã¢â‚¬ ¦ÃƒËœÃ‚ ¬ ), (geography, Ø ¬ÃƒËœÃ‚ ºÃƒËœÃ‚ ±ÃƒËœÃ‚ §Ãƒâ„¢Ã‚ Ãƒâ„¢Ã…  ÃƒËœÃ‚ ©), (internet, Ø §Ãƒâ„¢Ã¢â‚¬Å¾ÃƒËœÃ‚ ¥Ãƒâ„¢Ã¢â‚¬  ÃƒËœÃ‚ ªÃƒËœÃ‚ ±Ãƒâ„¢Ã¢â‚¬  ÃƒËœÃ‚ ª ), etc. or names, places such as (countries, Ø §Ãƒâ„¢Ã¢â‚¬Å¾ÃƒËœÃ‚ ¨Ãƒâ„¢Ã¢â‚¬Å¾ÃƒËœÃ‚ ¯ÃƒËœÃ‚ §Ãƒâ„¢Ã¢â‚¬  ), (cities, Ø §Ãƒâ„¢Ã¢â‚¬Å¾Ãƒâ„¢Ã¢â‚¬ ¦ÃƒËœÃ‚ ¯Ãƒâ„¢Ã¢â‚¬  ), (rivers, Ø §Ãƒâ„¢Ã¢â‚¬Å¾ÃƒËœÃ‚ §Ãƒâ„¢Ã¢â‚¬  Ãƒâ„¢Ã¢â‚¬ ¡ÃƒËœÃ‚ §ÃƒËœÃ‚ ±), (mountains, Ø §Ãƒâ„¢Ã¢â‚¬Å¾ÃƒËœÃ‚ ¬ÃƒËœÃ‚ ¨ÃƒËœÃ‚ §Ãƒâ„¢Ã¢â‚¬Å¾), (deserts, Ø §Ãƒâ„¢Ã¢â‚¬Å¾ÃƒËœÃ‚ µÃƒËœÃ‚ ­ÃƒËœÃ‚ §ÃƒËœÃ‚ ±Ãƒâ„¢Ã¢â‚¬ °), etc. 2.4.Summary Arabic language is an international language belonging to the Semitic languages family (different from Indo-European languages in some respects). The Arabic alphabet consists of twenty-eight letters in addition to some variants of existing letters. Each letter can appear in up to four different shapes, depending on the position of the letter in the Arabic word. Twenty-five of Arabic letters represent consonants. The remaining three letters represent the long vowels of Arabic. The Arabic writing system goes from right to left and most letters in Arabic words are joined together. Arabic has a rich and complex morphology. In many cases, one orthographic word is comprising many semantic and syntactic words. Traditionally there are two types of morphology in Arabic language: roots morphemes and affixes morphemes. The root morphemes divided into two categories. The first category is called lexical morphemes, which covers the words in the language carrying the content of the message. The second category is called stop words morphemes, which covers the function words such as adverbs, prepositions, pronouns, conjunctions, and prepositions. Affixes morphemes cannot occur as words on their own; they need to be attached to something such as root morphemes. There are three types of affixes in Arabic language: prefixes, infixes, and suffixes. All Arabic words could be classified into three main categories according to the part-of-speech: noun, verb, and particle. The noun and verb in Arabic might be further divided according to: number (singular, dual and plural), and case (nominative, genitive and accusative). Arabic. The Arabic language is a challenging language in comparison with other languages and has a complicated morphological structure. Therefore, the Arabic language needs a set of preprocessing routines to be suitable for cl

Changing Advertising Trends In Pakistan

Changing Advertising Trends In Pakistan This research study unveils trends of advertising in Pakistan and to reflect and monitor the evolution of trends in the dynamic Pakistani advertising industry, a research study has been designed and conducted to analyze various insights linked to advertising agencies, marketers and media planners operating in Pakistan and their inter-relations and preferences in planning, developing and implementing advertising. For agencies this research provides a framework for comparing their image, position and perceived performance against other agencies, and hence is a valuable tool to guide them to more productive partnerships with marketers and to overcome the barriers faced by them.. For marketers, beyond image and perception of agencies, this study also provides important insights into agency selection methods, agency evaluation and compensation trends. It contains various views of marketers about what is the meaning of advertising in their opinions, Also feedbacks are addressed about effects of advertising generates the sales figure, product awareness or customer satisfaction. Various concerns of marketers are also addressed in this research study about their agency selection, reason for changing the creative agency. Preferred methods by the marketers to hunt down for the suitable creative agency which understand the tastes of the marketers and meet their advertising needs profitably for the marketers, also preferred medium of pay off for the agency credentials are addressed in the study weather most of the marketers prefer to pay on monthly basis fee to the agency and get themselves bound to get all the their advertising from single agency or they prefer to pay on project base and are not bound to get the work done from single creative agency. It also includes media planners opinions about weather consumer research is important prior to on air a campaign to distinguish which communication channel would be appropriate for the promotion of campaign in order to hit the right target audience through the right communication medium. A reason for selecting a media agency is also addressed in this research study. Literature review More clients are looking for like-minded business partners who can deliver accountability and shareholder value and, similarly, agencies wish to rise to the challenge and are throwing off their historic mantle of creative aloofness. More clients are looking for like-minded business partners who can deliver accountability and shareholder value and, similarly, agencies wish to rise to the challenge and are throwing off their historic mantle of creative aloofness Never write an advertisement which you wouldnt want your family to read. You wouldnt tell lies to your own wife. Dont tell them to mine(David Ogilvy).According to the current situation we are so fixated on the form (TV spot and print ad) and that is the reason that our creativity is restricted due to space parameters. More and more creativity if required because    the future will be about creative ideas and the idea itself will determine the shapes and forms that it will take. Brand building effort has to go far beyond the 30 second advertising break or full print page to step change people connectivity.   It needs to create real time engaging opportunities to win the hearts and minds of people. Creating a brand experience will win the heart of people with some location-based experiences which will engage the brain and heart of the people. They need to get emotionally engage with experience so that they can experience the brand with by getting totally indulge in that either cons ciously or sub consciously. It will pull out the audience by watching typical commercial clutter by which they became irritated by watching it again and again.   This gives them the time and space to consider the brand. It is not about the medium but the idea that is of paramount importance when it comes to creating an experience (Shoaib qureshy,2005) I witnessed an incident while working at red communication arts on Servis account. Don Carlos TVC was made in which this brand was re launched and when the ad was on aired after few weeks the conversion for that brand shoes purchase fall down because consumer thinking was changed about that brand ones it was perceived as one of the prestigious brands. An unofficial sales figure was shared by the client which was reflecting the down fall in sales. According to the feedback taken from different individuals they reason diagnosed was that after viewing the current ad Doc Carlos seems them an ordinary brand .Its previous ads was showing t he prestige of that brand with a mystery and in the current ones there was no mystery at all and the earlier TVC and left lasting impact on consumers memory who are fan of this brand. (Faizan gull,2010 ) Advertising in Pakistan still keeps reeling from the creative flair and the execution that it requires there is no attempt to make an investment in people to develop nurture and groom the raw talent that we have in abundance. Looking out for quality employee by employers will always kill the chance to recruit fresh minded talent which may deliver much creative idea and One more reason of restricted growth of the advertising industry can also be attributed to the ground realities of the Pakistani market. Like all other businesses advertising too should not be expected to perform in isolation. It performance depends heavily on the performance of the other sectors of the economy as well.(Ahmad Kapadia,2011) A research study was conducted to analyze the mediums i:e serious advertisements humorous advertising. The study unveils that Humorous ads have higher attention than serious ads as compared with serious ads.( Khadam Ali Shah Bukhari,2008). The perception of people about effects of new advertising trends according to our cultures in our society should be studied by the companies before making any kind of advertisements because if people or customers are not satisfied then businesses cannot flourish and this the major drawback in the growth of advertising . internet and some other causes are already adversely affecting the culture and traditions of our society and if we didnt revise our advertisements then it can worsen the moral and ethical values of our society therefore it is strongly recommended that advertising agencies, marketers and all the companies themselves should make sure that the marketing campaigns do include all the social- groups and people and are also in consistent with our traditions, social norms and values and for this it is strongly recommended to make proper consumer research prior to launch a campaign.(Mohammad usman,2010) Brand managers are limited to the current typical advertising; they dont want to try something new and innovative for their brands. Their opinion is based on the fact that digital is free and spending on it to book space will not be worthy so they dont want to risk to try something new which may built their brand strong enough in the minds of consumers.(Salman Abedin,2010) Creativity is limited in Pakistan because marketers dont want to take risks with brands and try something new .They are just stick to the story board of the ad and their core focus is just to fill three basic elements i:e Positioning ,brand logo and tagline which they feel that an ad is complete after getting done with these three elements in an ad and many of the consumers are attracted to this approach because the product is already in demand and those ads just serve as recall nothing more than that. Their aim is just to link the positioning to the story board, high quality visuals and somewhat humor. But we miss out on the conceptual connectivity element(Sarosh waiz ,2009) A worst example of advertising been done in Islamabad which is known to be capital city of Pakistan on a dazzling display of brightly colored advertisements plastered on jersey barriers, these ads create an awkward tableau of peppy and worst marketing ever seen on barriers which may also divert the attention of driver while starring on it and the result could be an serious accident.(David Nakamura,2010) Shoaib Qureshy Analytical framework Criteria to select ad agency Creativity is the key Meaning of advertising Criteria to select media agency factor when selecting Customer loyalty Negotiate good rates with media a creative agency Increase sales International network Most widely used Expense Research tools Method is Strategic pitch Reasons for firing agency to hire a creative agency Lack of creativity Misunderstanding client business Lack of transparency Effectiveness required Company has other needs Bad service Brand building communicator Television Print Outdoor Online 35% marketers believed advertising means attracting customer loyalty whereas another 25% believed its meant for increasing sales. However, a group of 25% marketers also believed advertising is a marketing expense. 45% marketers believe advertising is most effective when it achieves Sales. However 30% voted for product awareness. Only 25% marketers believe customer satisfaction proves real affectivity of advertising. 60% marketers are currently satisfied with their advertising agency which shows strong marketer confidence on advertising talent available in Pakistan. On the other hand, marketers who showed mistrust among their current advertising agencies quoted various reasons for doing so. 35% of marketers marked lack of creativity as core reason for changing their advertising agencies. This shows that marketers are concerned with the lack of new ideas and innovation in communication that drives their brand image against competitors. This also creates a new opportunity for other more successful agencies to pitch new ideas to such unsatisfied clients and expand their client portfolios. Amongst Advertising Agencies, Interflow Communications stood out as the best well known advertising agency in Pakistan. However, amongst the international agencies, Ogilvy Mather was rated the best well know agency in Pakistan. 30% of advertising professionals in Pakistan think that Creativity is the key criteria for marketers to select their advertising agencies. This show a clear connect between marketer expectation and agency understanding towards criteria for selection of creative agency which is a favorable sign. But the concerning factor is that 30% is a very less ratio compared to the remaining advertising fraternity who need to realize this key expectation from marketers looking for competent creativity. 70% of advertising professionals believes the most common method marketers deploy to select their media or creative agencies is by calling a creative or strategic pitch. A surprisingly 50% respondents voted for Retainer fee model being followed in Pakistan which highlights a strong commitment and loyalty amongst marketers and agencies to work on long term basis with a loyal commitment to each other. 45% and 53% media planners respectively suggest Television being most effective and key communication driver for implementing a brand building and sales promotion campaign in Pakistan. Whereas Print media takes secondary preference with 25% and 26% voting respectively. 65% media planners in Pakistan believe a media research on consumer habits and lifestyle is necessary before devising a media plan which positively increases the chances of campaign success. This is an encouraging percentage and supports a scientific planning approach towards media spending which decreases the risk of campaign failure towards media objectives. 35% of media planners think negotiating good rates with media is most important for marketers when selecting their media agencies whereas 20% think its the availability of planning tools and resources to conduct research based media plans which count more Research Hypothesis H1 Majority of marketers believe sales as an affectivity measure for advertising. This discourages brand building attitude in the advertising environment which can hamper the way of strong local brands arising out of Pakistan. H2 Advertising agencies need to recruit more inspiring creative talent to match marketer expectation H3 Enough advertising agencies need to realize that marketers primarily seek Creativity as key expectation for selecting a creative agency. Currently only 30% are aware of this expectation which requires the other 70% to realize the same. H4 Marketers not rely much upon advertising agencies team work due to lack of creativity or limited creativity being generated H5 Media planners emphasize to conduct proper consumer research prior to on air the promotional campaign to hit the target audience as desired by the marketer because currently it has not given any importance. H6 Most marketers are on retainer basis with advertising agencies to avoid the hassle to hunt down different agencies to get their work done by sacrificing on quality and relying on limited creativity generated from one specific agency in an agreement with the marketer on retainer ship basis H7 The main reason for which the marketer change the creative agency is lack of creativity Methodology The research methodology used to undertake this research study is questionnaire based. Three surveys have been conducted with sample size of 20 respondents per survey. First survey was conducted with Marketers from various companies being the primary brand custodians. Second survey was conducted with executives working at various advertising agencies in Pakistan responsible for conducting the brand research, formulating communication strategy and developing creative campaigns on behalf of the marketers. Finally third survey was conducted with media planners working at various media agencies in Pakistan responsible for planning and monitoring the execution of campaign. Recommendations Regulatory bodies such as All Pakistan Newspaper Society (APNS), Advertising Association of Pakistan (APP) and Marketing Association of Pakistan need to conduct joint awareness workshops and conferences where key representatives from Advertising and Marketing and Media industries should participate in identifying issues and malpractices of distorted and unproductive trends and devise alternate solutions to the same. Sup the advertising trends through their knowledge, interaction and practices. These inputs or drivers of current prevailing advertising trends in Pakistan affect the outgrowth of this industry in various ways. The negatively affecting elements need to be reviewed and redefined by regulatory bodies such as All Pakistan Newspaper Society and Marketing Association of Pakistan to promulgate ascending industry growth. Conclusion Finally I would conclude that Advertising in Pakistan will remain static and room for improvement will always be required if focus will not be given to the above mentioned problems. Marketers are also not paying attention to this issue as they are involved in meeting the timelines for tasks delegated by their higher authorities so advertising agencies also care for their timelines and deliver them low quality work in short timelines. Also media planners are just concerned to buy air time for marketers and get their amount rather than suggesting them a good communication medium depending upon the client expectation and budget.

Intriguing Use of Plot in William Faulkners A Rose for Emily Essay

Intriguing Use of Plot in William Faulkner's A Rose for Emily The plotline of standard narratives would most aptly be diagramed as a triangle, with the rising action on one side, the falling action on the other side, and the climax marking the angle at the apex. The diagram of the plotline of William Faulkner's "A Rose for Emily," however, would look like a simple line with a positive slope. The story's chronology is abandoned in favor of a simpler and more effective geometry. Faulkner discards the method of unfolding events in the order of their occurrence. Instead, he raises tension in the reader and creates a climate of curiosity through revealing events in ascending order of intrigue. The beginning of Faulkner's story is the end for Miss Emily. Faulkner presents images of the townspeople dutifully attending the funeral of this fallen fixture. As soon as the reader becomes acclimated to this setting, however, Faulkner subtly takes the reader back in time: "Miss Emily had been a tradition, a duty, and a care; a sort of hereditary obligation upon the town, dating from that day in 1894 when Colonel Satoris, the mayor, [. . .] remitted her taxes" (Faulkner 75). Faulkner inserts exposition into the middle of what was a section of falling action. Rather than returning the reader to the scene of Miss Emily's funeral, Faulkner trudges forward from 1894, bringing the reader up to date on the issue of Miss Emily's taxes. While explaining the exemption from taxes in Jefferson that Miss Emily enjoyed, Faulkner craftily incorporates the fact that Miss Emily "ceased giving china-painting lessons eight or ten years earlier" (76). Miss Emily is now dead, having refused to pay her taxes and having retired from her china-painting t... ...horrifying truth of Miss Emily's murder of Homer Barron for the final section of the story, and introducing Emily's necrophilia in the story's closing sentence, speaks volumes about Faulkner's abilities in his craft. He has successfully arranged the events of a disturbed woman's life to present them in order of interest and excitement rather than in traditional chronological order. This use of plot enables Faulkner to write a great ghost story, because a ghost story needs to end on this kind of high note. Faulkner creates a plot line that resembles the upper line of a crescendo, a graph of emotional tension that starts at the lowest of points and travels steadily upward to the highest of human horrors. Works Cited Faulkner, William. "A Rose for Emily." The Bedford Introduction to Literature. Comp. Michael Meyer. Boston: Bedford/St. Martin's, 2002. 75-81.

Jen Lopez :: essays research papers

Jennifer Lopez was born in the Bronx, New York on July 24, 1970. She was born in the United States to Puerto Rican Parents, Jennifer considers herself to be a Puerto Rican and she is very proud of her Hispanic heritage and culture. Her father is David Lopez, a computer specialist, and her mother Guadalupe Lopez, a Kindergarten teacher. Her parents recognized Jennifer’s talent and enthusiasm for performing and at the age of five the enrolled her in dance classes. Her mother said â€Å"Jennifer always loved to sing, but she was also a great actress and knew that she would have a bright future ahead of her.† With the support of her parents Jennifer grew up to be a very sensible girl, who is still very close to her family. When Jennifer earned her million-dollar paycheck for playing the role in the movie Selena, she bought her mom a Cadillac. Even though they saw Jennifer’s talent at the age of five, their relationship was not always understandable. Jennifer made a m ajor decision and that was not to go to College. That decision was very disappointing to her parents who wanted her to go to law school. Her parents supported her pursuit of a career in show business, they did not wanted to be in the expense of her education. When Jennifer told her parents that she was not going to College and law school, they thought it was really stupid to go off and try to be a movie star. Her parents who at that time could not understand the choices she made are very happy for their daughter and what she has accomplish. When she left her home at the middle of a fight and never went back. She said,† I had to make my own way† and then lived in a Manhattan dance studio where she was training. Then she got an apartment with some friends in Manhattan Hell’s Kitchen. Since the time she move out of her home she started her showbiz career as a dancer in stage musicals and most notably in her tour to Golden musicals of Broadway and in a Japanese tour. Then she audition to be a fly girl in Fox’s hit comedy â€Å"In living Colors,† she beat out 2,000 other contenders in a nation wide competition. Then she cracked into Hollywood and she wanted to make a transition to acting, but she followed Color producer Keenan Ivory Wayans advice to stay with the show for a while before making any attempt to move on.

Suffrage Movement during the Progressive Era

During the late 1800's and early 1900's women's lives were consumed with fighting for what they should have always had; equality. This fight for fairness is the main driving force behind the Progressive Era. Women were coming together all over the country in a unified fight for women's rights. This massive change had been silently building up in the background for many years prior to 1900 but it is here that we see the biggest changes. Women moving from the homes and houses to the factories and commercial sites. There are other significant changes taking place as well. Women became much more involved in politics even though they could still not vote in public elections. This change in the thoughts and lives of women is one of the main focus of the 20th century and the reason for our 19th amendment. During the Progressive Era the roles of women were changing dramatically due to a number of reasons, but most importantly to the efforts of clubwomen. In 1890 women founded The General Federation of Women's Clubs (GFWC). This was a major step for women's rights advocates as it established a major political presence in the country. The formation of the GFWC represented the changing roles of women in the political world. Many women felt they were being oppressed and wanted change. â€Å"Violence against women is part of a continuum of sexist power relationships which define our roles in the home, workplace & society. Inequality, poverty & alienation spawn further violence & make women more fearful†¦ which in turn causes them to limit their right to participate fully in city life. † -1988 -â€Å"The Safe City† METRAC, Metro Action on Public Violence Against Women & Children, Toronto. The women of the GFWC rallied to support women all over the country and they fought for equality on almost every political front. The creation of the GFWC started a women's movement towards the clubwoman ideal. They were now beginning to move away from their roles as caregivers and housewives towards more industry oriented positions. Progressive women began to create clubs which supported many different causes such as temperance and better working conditions. The most affluent of these clubs was the Woman's Christian Temperance Union. The WCTU led the way with women's rights and allowed women to voice their fears about home abuse as well as legal rights. Drawing from all over the country the WCTU gained much of its support from the middle-class women of the 1900's. By allowing these women to voice their thoughts and fears these clubs became very powerful tools in the political arena. The WCTU consisted of over 39 different departments dealing with everything from labor restructuring, lobbying, and public affairs, to health, education, and peace. By the 1890's the WCTU had over 150,000 members and over one million by the 20th century. The WCTU was important to white southern women in particular. These southern women were the most need in change due to a common southern idyllic that the woman should be a model of the family and should not be subjected to the harsh world outside the home. This act of keeping the women inside the home all day caused much resentment from the woman and led many women to join the WCTU. These women gradually became active working women and many left their abusive husbands in search of better living standards. Women's lives in the home also changed a great deal. In the 1890's Catharine Beecher began to publicize her ideas on housework. She believed that it was possible to â€Å"professionalize† housework. As the first female to graduate from MIT she held a great deal of authority. Her ideas were received with mild success. She tried to blend technology, housework, and science together to create a better picture of the importance of women. The main result of this change was that it made women realize that they were more than a status symbol. A Major cause of the changing roles in the home was that women found themselves not able to join some new professions. Officially excluded from the politics of men during much of Canada's history†¦ , Canadian women have had their own politics. † â€Å"Who were these women who were willing to sacrifice the relative comforts of home, & the frequently permanent parting from family & friends†¦ most of them must have found their lives enormously changed†¦ but they adapted to new ways of doing things. † -1988. – Prentice, Bourne, Cuthbert Brandt, Light, Mitchinson, Black They were unable to hold even some of the most unwanted jobs such as janitors and delivery persons. Women were also restricted from voting. Their input was unimportant in both national and even local elections and this made them angry. Women could not hold public offices and were, for the most part, restricted from seizing any adequate amount of power. At the time many men believed women should not hold any power and that they were unsuited for work outside the home. This belief was so strong in certain areas that women had even believed it for a time. Soon women began to become educated. Many colleges were beginning to allow women, both black and white, to attend. Reasons include financial stability, public outlook and support, but most importantly the efforts of women like Susan B. Anthony, Jane Addams, Marion Talbot, Mary Church Terrell, and a number of other courageous women. Through the suffrage movement many women were allowed to receive a higher education. Education was originally only for men but women soon fought that tradition and many colleges began to allow women into classes. Women soon began to challenge their places in society as well as their roles and both mothers and as part of the workforce. Because they stood up to the resistance slowly jobs were beginning to open up. There were many visible signs of women's changing roles. In the home they no longer looked after children as much as they used to. They were out getting jobs and didn't have the time to commit themselves to the children's upbringing. They were also very much more involved in politics than ever before. Women wanted a voice and they were willing to fight for it. They did this by forming clubs and joining in many different movements. Many women felt they should become more involved in the community through clubs and politics and many wanted to expand their realm of control. These women had once been situated mostly in the home but were beginning to challenge this idea. Some women liked the idea of clubs and unions because it allowed them to challenge the norm without sacrificing themselves completely. They believed it was necessary for the removal of the age old gender distinctions. The biggest affect that clubs had on women was their ability to bring all the middle-class women together. This was such an amazing feat that it was hard for male politicians to challenge them. Women began to take control of the finances more than they had in the past. They were bringing in income and felt that they should therefore be allowed to have a say in the finances. They were also more educated and as such believed they were capable of taking care of the finances. Another area that women's lives were changing in was that of relationships. At one time women's lives were controlled almost completely by men. The women had little say in anything and could not object to what the husband believed was right. Women were so restricted that they could not speak out even in cases of abuse. Being unable to object to their husbands caused a great deal of resentment and hurt the family's relationship. â€Å"There are two general divisions to this subject of Equal Franchise. Is Woman Suffrage just and right? Is it expedient and desirable? I think an affirmative answer may be taken as granted all round. If it is admitted that Government is a human concern and that woman is just as human as man, all the rest follows. The fact that woman is different from man mentally and morally as well as physically is not an argument against her enfranchisement, but, in a representative system, a conclusive argument for it†¦. No man, without woman's co-operation can make a real home. Look at the conditions: Countries that are nominally free being made the prey of monopoly, privileges and injustice, with such evil fruits as the liquor traffic, white slavery, child labor and abject poverty side by side with unimaginable wealth. Man has been a failure as a housekeeper, and it is high time that he took an equal partner — the natural partner he should have had from the first†¦. The infusion of woman's keener moral perceptions and stronger spiritual ardor into statesmanship is what is needed to meet the perils of the day, and to bring the triumph of the Cause of Peace by securing the triumph of the Cause of Justice. † Woman Suffrage, By J. W. Bengough (1922) http://www. adams. edu/academics/art_letters/hgp/civ/111/5suffragequotes. html This was all beginning to change as women gained a voice and financial independence they also obtained the ability to divorce their husbands and discard earlier beliefs that women were showpieces. Women are persons in matters of pains and penalties, but are not persons in matters of rights and privileges. † (1876 British Common Law ruling). This was overturned by the 18 Oct. 1929 Person's Case. When women won, Nellie McClung said â€Å"Ladies, hang Lord Sankey's picture on the wall of the Community Rest Room with Newton Wesley Rowell's beside it, & let these names & the names of the other Lords of the Judicial Com mittee of the Privy Council be kept in perpetual and grateful remembrance†¦ † The Progressive Era is known for many achievements, but most importantly for how it helped to shape the world we live in today. Women's lives have changed dramatically since the late 1800's. Women were once treated unequally both in the home and in the workplace. They were unrepresented in politics as well. Women had to face many hardships during their fight for equality and much of this fighting began during the Progressive Era (1890-1920). Both in the home and in politics the lives and lifestyles of women have greatly improved. Women who once had no voice now were becoming clubwomen and voting on behalf of their parties. Women who were once confined to the role of housewife could now begin to seek financial stability in jobs such as nursing and textiles. Women's lives were far from equal to that of men but the steps taken during the 1900's ensured that they would forever fight until that uniformity was established. There were many times when women struggled to gain equality, but none as important or as far reaching as the women's rights movement of the Progressive Era.

Why We Sleep

WHY WE SLEEP The Functions of Sleep in Humans and Other Mammals J. A. Horne Published by Oxford University Press 1988 Contents CHAPTER 1 Introduction 1. 1Early Sleep Theories 1. 2Daily Sleep and Wakefulness 1. 3Measuring Sleep References CHAPTER 2 Sleep Deprivation 2. 1Problems with Animal Experiments 2. 2Recent Animal Experiments 2. 3Some Problems with Human Experiments 2. 41896 – The First Real Sleep Deprivation Experiment on Humans 2. 5The Longest Study – 264 hours Without Sleep 2. 6Abnormal Behaviour 2. 7The Longest Study With More than One Subject – 205 hours 2. The Walter Reed Experiments 2. 9Motivation and Cerebral Impairment 2. 10Tasks Sensitive to Sleep Deprivation 2. 11Higher Levels of Cerebral Function 2. 12Spare Cerebral Capacity 2. 13Performance Measures Are Too Limited 2. 14Two Types of Sleepiness ? 2. 15Short-Term Sleep Restriction 2. 16Age and Sleep Deprivation 2. 17Does Repeated Deprivation Produce Immunity to Sleep Loss ? 2. 18Can Sleep Deprivat ion Effects be Sped Up or Slowed Down ? 2. 19Do Long and Short Sleepers Differ in Their Recovery Sleep ? 2. 20Epilepsy 2. 21Other Effects On the Human EEGReferences CHAPTER 3 Physiological Effects of Sleep Deprivation 3. 1The First Major Physiological Study – Kleitman, 1923 3. 2The Next Fifty Years 3. 3Body Restitution and Sleep 3. 4Effects on Exercise 3. 5The Control of Body Temperature (Thermoregulation) 3. 6Other Aspects of Homeostasis 3. 7Update on Hormone Changes 3. 8The Immune System 3. 9Conclusions about Sleep Deprivation in Humans References CHAPTER 4 Body Restitution and Sleep 4. 1Tissue Restitution : Protein Turnover and Cell Division 4. 2Factors Influencing Protein Turnover and the Cell Cycle 4. Feeding and Protein Turnover 4. 4Mitosis, Sleep and Physical Activity 4. 5Metabolism During Sleep and the Energy Cost of Restitution 4. 6Cell Energy Charge and Sleep 4. 7Human Growth Hormone Release During Sleep 4. 8Other Hormonal Changes During Human Sleep 4. 9Thyroid Acti vity and Sleep – Body Versus Brain Restitution 4. 10The Effects of Exercise on Sleep – Background 4. 11Is Body Heating the Key ? 4. 12Conclusions References CHAPTER 5 Waking Awareness, Subsequent Sleep, and Cerebral â€Å"Restitution† 5. 1Background 5. 2Influences of Wakefulness on Subsequent Sleep 5. SWS Changes over the Night, and â€Å"Models† of SWS 5. 4Brain Work During Wakefulness 5. 5Increased Awareness during Wakefulness and Subsequent Sleep 5. 6Reduced Sensory Stimulation during Wakefulness 5. 7SWS Reductions in Psychiatric Disorders 5. 8SWS and Ageing 5. 9SWS Deprivation 5. 10Brain and Behaviour During SWS 5. 11Cerebral Restitution During SWS ? 5. 12Sleep â€Å"Substances† and Immunoen hancement 5. 13Conclusions References CHAPTER 6 Core and Optional Sleep 6. 1Introduction 6. 2Natural Long and Short Sleepers amongst Humans 6. 3Can the Normal Sleeper Adapt to Less Sleep ? . 4Sleep Extension 6. 5Are We Chronically Sleep Deprived ? 6. 6The C ircadian Timing of Sleep 6. 7Abnormalities in the Timing of Sleep 6. 8Insomnia 6. 9Stage 2 Sleep 6. 10Conclusions References CHAPTER 7 Sleep in Other Mammals 7. 1Dolphins 7. 2Laboratory vs. Natural Habitats 7. 3Statistical Analyses of Mammalian Sleep 7. 4Sleep – the Immobiliser and Energy Conserver for Small Mammals 7. 5More Energy saving if Sleep develops into a Torpor 7. 6Night versus Day Sleeping Mammals 7. 7Food, Feeding Behaviour and Cerebral Development 7. 8Encephalisation 7. 9Conclusions so Far 7. 0Infancy References CHAPTER 8 REM Sleep 8. 1Perspectives on Dreaming 8. 2Memory, Homeostatic, Sentinel, and Motivational Theories 8. 3Abundance of REM Sleep in Early Life – The Ontogenetic Hypothesis 8. 4Sleep After Increased Learning 8. 5REM Sleep Deprivation in Animals – Background 8. 6REM Sleep Deprivation, Learning and Drive Behaviour 8. 7REM Sleep Deprivation in Humans 8. 8Brain Protein Synthesis and Related Findings 8. 9Conclusions so Far 8. 10Similarities between REM Sleep and Wakefulness 8. 11Keeping Cool 8. 12Keeping Warm 8. 13Increased Heat Production without Shivering . 14Thermoregulation in REM Sleep Reverts to the Foetal Level 8. 15Conclusions About REM Sleep References EPILOGUE Why Do We Sleep ? CHAPTER 1 INTRODUCTION This is a book about the purpose of sleep in mammals, particularly in humans. My approach has been to take a broad biological perspective, looking at sleep in relation to the natural lifestyles and behaviour of mammals, and making what I hope is a series of informed opinions about what sleep means to them, and especially to us. Of course, I do not have the answer to why we sleep, as too much is still unknown.What I have attempted to do is clear away many misconceptions and try and make some sense of what is left. This book is not meant to be a comprehensive text on sleep, but a selective and personal account giving several hypotheses about a variety of aspects on sleep. Many of my conclusions may well turn out t o be wrong, as that is the way of most theories. However, I hope that before they fail they prove to be of use in stimulating other ideas. I have tried to make the book readable, and present my case within an unfurling story about sleep.Technicalities have been kept to a minimum, although at times, and of necessity, it goes into some detail. Wherever possible, I have tried to make it understandable, as the book is aimed not only at sleep researchers, but at a readership having more of a passing interest in sleep, with only a basic background in biology and psychology. Little coverage is given to the brain's neurophysiological and neurochemical mechanisms regulating sleep. Whilst they help explain how sleep occurs, the fundamental questions about what they are doing there in the first place, that is the function of sleep, still have to be answered.Besides, there are already excellent texts describing these mechanisms (e. g. ref. 1). Many people feel that, despite fifty years of resea rch, all we can conclude about the function of sleep is that it overcomes sleepiness, and that the only reliable finding from sleep deprivation experiments is that sleep loss makes us sleepy. Such a forlorn outlook has been partly responsible for many sleep researchers turning away from basic research to the more stimulating field of sleep disorders. Besides, is knowing why we sleep such a vital question after all ?Employment prospects are far better in the area of sleep disorders, and there is the satisfaction of being able to help or cure many patients. Numerous Sleep Disorders Centres have been established in the United States and Europe over the last decade (alas, not in the UK), and this is by far the greatest growth area in sleep research. Whilst it could rightly be argued that sleep disorders is a far more worthwhile area for sleep research, unfortunately, like the neurophysiological mechanisms of sleep, it still does not tell us much about why we sleep.Certainly, it has prov ided valuable information about the neurophysiological mechanisms, and about the association between sleep and breathing (which is not really related to the function of sleep either). This is why the book contains little about sleep disorders. Again, there are already several excellent accounts available (e. g. refs. 2-4). The aim of this book is to show that we have not reached a dead-end in our understanding about the functions of sleep, but rather, that we may have taken too much for granted.As will be seen, this topic is still an unknown and exciting entity, with many avenues still to follow, and there is much work to be done. Writings about why we sleep date back to before the days of Aristotle. Most couch the purpose of sleep in terms of rest and recovery from the â€Å"wear and tear† of wakefulness. One cannot really argue with this idea as it makes so much sense, and besides, we all know that we feel the â€Å"worse for wear† without sleep, and so much better a fter sleep. Nevertheless it is a vague idea – what exactly is recovered ?This is still a matter for considerable debate, as will be seen throughout the book. It is commonly thought that 7 – 8 hours sleep a night is necessary. This idea is reinforced from many quarters. For example, by the popular press (â€Å"you must get your beauty sleep†), and by many GPs. Asking a patient â€Å"how are you sleeping ? â€Å", may only be a stock phrase for helping the GP to establish rapport, but it still emphasises the need for a â€Å"good night's sleep†. The key symptom of insuffient or disturbed sleep is excessive sleepiness in the daytime.But many insomniacs do not experience this, and a major concern is about â€Å"not getting enough sleep†, and what may happen to their health as a consequence. However, we probably do not really need the last few hours of a typical night's sleep, and sleep loss is far less harmful than most would think. Most of the theor ies about the function of sleep concentrate on dreams or dreaming sleep, nowadays called â€Å"rapid eye movement† sleep (REM sleep). Few look at the remaining sleep. Many people believe that we only go to sleep for the purpose of dreaming or having REM sleep.Clearly, dreams are the most enjoyable and noticable part of sleep, but the importance of this sleep is probably overran ted. As will be seen, a large portion of REM sleep is dispensable, without ill-effect. REM sleep only occupies about one quarter of our nightly sleep, and to call the rest of sleep â€Å"non-REM† sleep, by describing it in terms of an absence of REM sleep, not only debases the majority of sleep, but overlooks what may losely be described as the â€Å"deeper† part of non-REM sleep, called â€Å"slow wave sleep† (SWS) in humans.This form of sleep may well turn out to be the most crucial for us. Nevertheless, despite the fact that no-one really knows what REM sleep does, or whether it is â€Å"good† for us, there is concern if it is dimimished. For example, if a sleeping tablet leaves REM sleep unchanged, or even increases it, then this is often seen to be a selling point for the drug, and little concern is usually expressed if the drug impairs or alters non-REM sleep, which by the way, many of these tablets do to a noticeable extent.This is not meant as a criticism of drug companies, as they have only been following the climate of opinion in sleep research. REM sleep has traditionally been viewed to be essential for the normal functioning of the brain during wakefulness, while non-REM sleep, particularly SWS, is for the rest of the body. Rightly or wrongly so, the old idea of â€Å"dualism†, the body versus mind controversy in biology has strongly influenced perspectives on sleep. However, as will be seen, this is too simple an explanation, as apart from anything else, the functions of sleep have probably changed with mammalian evolution.For examp le, whereas sleep may well provide generalised body tissue repair for the mouse, it is unlikely that this is the case for humans, where sleep seems particularly beneficial to the cerebrum. On the other hand, for us, and perhaps even the mouse, REM sleep may largely be some form of substitute for wakefulness, keeping the brain stimulated without having to awaken the sleeper. Perhaps dreams themselves are just a â€Å"cinema of the mind† – the brain's great entertainer to while away the nighttime hours !However, it is important not to fall into the trap of thinking about each type of sleep in isolation, each having its own distinct function, separate from whatever the other types of sleep are doing. Sleep is a complex process and it is likely that different types of sleep interact with one another to promote a variety of functions, even though one type of sleep may be associated more with one function than another. The last three paragraphs are introductions to most of t he key themes of this book, which are developed a little more at the end of the next Section.Each chapter expands these themes further, and there are summaries at the end of most chapters. Each chapter is a fairly self-contained unit, and does not have to be read in sequence, although this is recommended. A grand summary of all the main themes is given in the last chapter, â€Å"Why Do We Sleep†, and the reader might like to take a preview of it. 1. 1 Early Sleep Theories Apart from viewing sleep as some sort of recovery process, most of the early theories only looked at the the mechanisms that produce sleep, rather than what exactly sleep does.For example, believing it to be the result of a build up of some substance in the brain during wakefulness, that is dissipated during sleep. Even Aristotle thought along these lines two thousand years ago, and considered that sleep resulted from warm vapours rising from within the stomach: â€Å"The evaporation attendant upon the proc ess of nutrition .. naturally tends to move upward. This explains why fits of drowsiness are especially apt to come after meals. It also follows certain forms of fatigue; for fatigue operates as a solvent, and the dissolved (warm) matter acts like food prior to digestion†.In the last century, with more advancements in the understanding of the brain, heart and vascular system, one school of thought considered sleep to be caused by the â€Å"congestion of the brain† by blood. This contrasted with another popular theory at the time, of â€Å"cerebral anaemia†, due to blood being drawn away from the brain and diverted elsewhere in the body, especially to the gut. Such ideas even led to opposing beliefs about how to induce â€Å"better† sleep. Some propounded sleeping without pillows to encourage blood flow to the head, and others encouraged the opposite – use plenty of pillows to drain the blood away. Behavioural† theories were also common in the 19th century, particularly that sleep was due to an absence of external stimulation, with wakefulness only being possible if the organism was constantly stimulated. Take the stimulation away and the animal will fall asleep. To some extent this notion is true, as we can all testify, but it is not the answer. At the turn of the century another behavioural theory became very popular, proposed by a Frenchman, Dr Eduard Claparede.He considered that sleep was not so much a passive response, but an active process like an instinct, to avoid fatigue occurring – â€Å"we sleep not because we are intoxicated or exhausted, but in order to prevent our becoming intoxicated or exhausted†. For him, sleep ends when we have had enough. An interesting idea initially, but it has as much depth of understanding as saying that we eat in order to prevent ourselves from starving. The real purpose for eating is to provide nutrients, that undergo complex processes which allow the body to live, g row, and repair itself.The beginning of the 20th century also produced many of what are termed â€Å"humoral† theories, whereby various sleep inducing substances accumulated in the brain. These ranged from known chemicals like lactic acid, carbon dioxide and cholesterol, to the vaguely described â€Å"leucomaines† and â€Å"urotoxins†. Nevertheless, by 1907 some headway began to be made when two French researchers, Drs Rene Legendre and Henri Pieron, claimed to have obtained a substance they called â€Å"hypnotoxin† from sleep deprived animals. This gave a large boost to the humoral theories for the next twenty years or so, with much activity by several groups of researchers.However, success was hard to come by and interest dwindled. That is, until the 1960s, when great headway has since been made into â€Å"sleep substances† (see Section 5. 12). In those interim years most of the excitement came from advances in neurophysiology that could be relat ed to sleep, and a spate of different neural â€Å"inhibition† theories for sleep appeared. Many had had their early impetus from Pavlov's views on â€Å"cortical inhibition† – that sleep originated from a form of blocking within the cerebral hemispheres.Although Pavlov vehemently dismissed the alternative, of sleep inducing â€Å"centres† in more basic parts of the brain below the cortex, these have since been found to exist, and have become the centre of one of the prominent fields of sleep research, especially, after the discovery in the late 1940s, of arousal centres in the reticular formation. Unfortunately though, sleep centres and humoral theories still do not tell us much about the purpose of sleep, in the same way that knowing about centres in the brain that regulate eating behaviour explain little about the purpose of eating.Hypotheses about the function of sleep have centred on various types of recovery following the wear and tear of wakefulnes s, and come under the heading of â€Å"restorative† theories. In contrast, there are alternatives that reject this standpoint and claim that sleep is non-restorative – simply a form of instinct or â€Å"non-behaviour† for keeping us, as well as other mammals, out of harm's way, and occupying the otherwise tedious and unproductive hours of darkness. Through this immobility, sleep will also prevent any waste of energy through needlessly moving about.Hence sleep is often seen as an â€Å"energy conserver†. Whilst I believe that these restitutional and instinctive theories have their merits, they seem to fail because each is usually applied universally to all mammals. Why should the functions of sleep for a small nocturnal mammal like the mouse, with a poorly developed cerebral cortex, unable to relax during wakefulness, continually having to forage for food and be on the lookout for predators, be exactly the same as that for humans, who are usually the oppos ite in all these respects?One theme I shall be developing in this book is that these three aspects of sleep function – restoration, energy conservation, and as an occupier of time, will alter as the evolutionary scale is ascended, depending on various interrelated circumstances of the mammal, particularly body size, level of cerebral development, amount of relaxed wakefulness and type of diet. Furthermore, for most mammals including ourselves, the functions of sleep may well alter as each night's sleep progresses, initially serving more important purposes, then changing to those of less benefit.Not only does this idea break with the traditional division of sleep into REM and non-REM sleep, but also means that the last part of sleep may be â€Å"superfluous† in many mammals. For humans, this applies to the last two hours or so of the typical eight hours of nightly sleep. This is similar to eating and drinking, where we can easily consume more than we really need, or do with a little less, without any ill-effects, apart from some harmless adjustment of body weight, for example.My standpoints on sleep are somewhat heretical, and argue against many commonly held ideas. But before entering this controversy, let me provide a little background about some of the more common phenomena of sleep and how they are measured. 1. 2 Daily Sleep and Wakefulness The lives of all mammals are very much influenced by internal biological clocks under the control of centres within the brain that regulate not only the level of alertness over the day, but the timing of sleep, wakefulness, and most other physiological functions.There is much debate about whether these rhythms come under the control of one, two, or more central clocks. At the moment it is thought that there may be two, one controlling sleep and wakefulness, and the other body temperature and various aspects of general physiology. On the other hand, it is possible that both are part of some less well underst ood â€Å"masterclock†. However, assuming there to be two clocks, it seems that neither runs precisely at 24 hours, and the term â€Å"circadian†, from the latin circa diem (â€Å"about a day†) has been adopted to describe them.Human circadian rhythms are inclined to run a little slower than 24 hours, more like 24. 5 hours, but they are restrained to 24 hours through the brain being aware of regular daily events in the environment. Such events are called â€Å"zeitgeibers†, a german word losely translated as â€Å"time giver†. For many mammals sunrise and sunset are the main zeitgebers. If the zeitgeibers are removed, for example, by keeping an animal in an artificial environment under constant light, then the body temperature clock â€Å"free runs† at its natural period (i. . 24. 5 hours in humans). But in the modern world of electric lighting, our internal clocks can no longer rely on daylight and darkness as a zeitgeiber, and instead, som ehow use other regular cues such as mealtimes, and perhaps morning wakening by an alarm clock. Under normal everyday conditions our internal clocks are linked together, with body temperature and most physiological activities increasing during wakefulness and declining during sleep. This is not simply an effect of different levels of physical activity.For example, if sleep is lost at night and taken in the day instead, as happens in shift work, the temperature rhythm remains the same for several days, still falling at night and rising by day. Then it flattens out, and eventually begins to re-shape itself to rise at night and fall by day. Full adaptation of the temperature rhythm may take two weeks, and until this occurs, with the sleep-wakefulness rhythm completely resynchronised with it, the shiftworker experiences various discomforts such as sleepiness at work, indigestion, loss of appetite and headaches.These are not harmful, just annoying, and are in effect a worse form of  "jet lag†, where the timing of sleep and wakefulness is also suddenly shifted in relation to body temperature and local time. Why Nature has given animals these circadian clocks is not exactly clear, and the reason may vary somewhat from species to species. However, most animals are very much at the mercy of daylight and darkness, irrespective of whether they live diurnal or nocturnal lifestyles.One view of the function of the circadian clocks is that they preempt each part of the day by ensuring that sleep, wakefulness, alertness, and various physiological changes will be at their most suitable levels. Such preempting may be necessary as there is a time lag for these changes to occur, which might be too long if they did not begin until the external event arrived. For example, a warm brain works better than a cool one, but during the sleep period body and brain temperature fall a little. Some time is required for the brain to warm up, and if this did not begin until wakefulnes s then behaviour could be impaired for a while.The circadian clock seems to anticipate wakefulness and starts the warm-up process a few hours beforehand, ensuring that the brain is at a good working temperature when wakefulness begins. 1. 3 Measuring Sleep If one simply watches a sleeping mammal, including humans, certain common features are seen: A typical body posture A specific site or nest for this behaviour Physical inactivity A regular daily occurrence influenced by a circadian clock More stimulation is required to rouse the animal than during wakefulness However, advanced mammals like ourselves can feign some of these haracteristics during wakefulness by resting with the eyes shut, and a more accurate method for measuring sleep is needed. Furthermore, as it is tedious to watch an animal sleeping for many hours at a time, some form of automatic recording is desirable. The organ that shows the clearest changes during sleep compared with relaxed wakefulness is the brain, and thi s is particularly obvious in its electrical activity. Concentrating on the brain in this way is appropriate in other respects, as not only does it contain the control mechanisms of sleep, but of all the body's organs it is for the brain and behaviour (i. . mainly the cerebral cortex) that sleep seems to be the most vital. Monitoring this electrical activity in animals involves surgery and the placing of minute electrodes in the brain and other parts of the head. These are normally connected by flexible wires to a junction box above the cage. This can restrict the animals' movement, and if more freedom is wanted then a minature radio transmitter can be fixed to the head instead. In humans, electrodes are only fixed to the surface of the scalp with a quick-drying sterile glue, easily removed by a solvent.Wires from the electrodes are plugged into a junction box, and the signals amplified by a machine similar to that used for animals. Such amplifiers are technically very sophisticated as they have to boost the brain's signals by about a million-fold, because the electrical activity of the brain is only at a few millionths of a volt. After amplification, the signals can be written out by mechanical ink pens on paper, or recorded on magnetic tape. The human brain largely consists of the cerebral cortex (sometimes called the â€Å"encephalon†) surrounding the rest of the brain like the canopy of a mushroom around its stalk.As the electrodes are located above the cortex, the electrical activity they pick up is that of the cortex, rather than of deeper brain areas. Hence the term â€Å"electroencephalography† (EEG for short) is used to describe this technique of scalp recording. The paper write-out is called an â€Å"electroencephalogram† (also called the EEG), and the machine containing the amplifiers and pens, as an â€Å"electroencephalograph†. When electrodes are placed in the cortex itself, as with animals, the electrical activity shou ld strictly be called he â€Å"electrocorticogram† (ECoG). However, for simplicity, many people including myself, also refer to it as the EEG, even though this is incorrect. Much of sleep can be assessed from the EEG alone, but for the measurement of REM sleep, additional electrodes have to be placed around the eyes to detect the rapid eye movements, and over muscles in the chin or neck. For reasons that are not understood, in REM sleep these muscles profoundly relax (â€Å"tonus† is lost), and this can be used as a further guide to REM sleep.Although muscles in the rest of the body do not lose their tonus, they are unable to move as there is also a type of paralysis going on during REM sleep that prevents voluntary movement. For many mammals the EEG of REM sleep is very much like that of aroused wakefulness, which is why REM sleep used to be called â€Å"paradoxical† sleep – the animal is behaviourally asleep, but the brain seems to be awake. So without knowing about the activities of the eyes and neck muscles, we could easily mistake REM sleep for wakefulness.For humans the EEG of REM sleep is very much like that of light non-REM sleep (stage 1 sleep), and consequently was once called â€Å"stage 1-REM sleep†. Again, eye and neck muscle recordings are essential, to separate REM sleep from stage 1 sleep. The EEG consists of waves that can be measured in terms of: AMPLITUDE: The voltage between the peak and the trough of a wave, and measured in millionths of a volt (microvolts – uV). Amplitude rises as consciousness falls – from alert wakefulness, through drowsiness to deep sleep. FREQUENCY: The number of complete waves or cycles occurring in one second, and expressed as â€Å"hertz† (hz – cycles per second).The effective range in the human EEG is from about 0. 5 hz to 25 hz. Generally speaking, frequencies above about 15 hz are â€Å"fast waves†, and frequencies of under about 3. 5 hz are à ¢â‚¬Å"slow waves† – these are the waves of slow wave sleep (SWS). Whereas amplitude rises as sleep deepens, frequency falls. With the very advanced mammals, especially apes and humans, the EEG of both wakefulness and sleep is more complex, and enables further specific types of EEG to be identified according to certain frequency bands. These are given greek letters, and going from high to low frequencies the MAIN divisions are as follows (there are some gaps):BETA – is usually above 15 hz and consists of fast waves of low amplitude (under 10 uV) that occur when the cerebrum is alert or even anxious. ALPHA – is normally the range 8 – 11 hz, and is typical of relaxed wakefulness, and when there is little input to the eyes, especially when they are shut or staring at a blank wall. THETA – is in the range of 3. 5 – 7. 5 hz and it reflects drowsiness and light sleep DELTA – these are the slow waves of SWS, and have the lowest EEG freq uency, of under 3. 5 hz. They are of a high amplitude, often over 100 uV, and increase in appearance as sleep becomes â€Å"deeper†.There are some other, more transient EEG activities found only during sleep, such as â€Å"vertex sharp waves† occuring with theta activity at sleep onset, and spindles and â€Å"K complexes† that are most prominent in stage 2 sleep (see Section 6. 9). All these EEG characteristics allow human non-REM sleep to be broken down further, and there are standard reference works for this purpose, one for infants (5) and the other for adults (6), describing in detail the EEG and other characteristics of REM sleep and of the four increasingly â€Å"deeper† EEG stages of non-REM sleep – stages 1, 2, 3 and 4 sleep.However, the staging of non-REM sleep is arbitarily defined and still a matter for debate, particularly in the case of the elderly (7). Nevertheless, this sleep staging is generally accepted. Wakefulness is called stage 0, and is typified by alpha or beta activities. Stage 1 is really a transition stage from wakefulness or drowsiness to true sleep (stage 2 sleep or deeper), and usually only occupies about 5% of the night. Stage 1 is typified by theta activity, a loss of alpha, and often some vertex sharp waves. There is also much â€Å"eye rolling†, as the eyelids slowly open and shut a few times, with the eyes rolling upwards and downwards.If one watches someone falling asleep, especially if they are also struggling to remain awake, then these movements of the eyes and eyelids can be clearly seen. The bulk of human sleep, around 45 % of it, is made up of stage 2 sleep, containing a mixture of theta activity, sleep spindles, K complexes and a few delta waves. Stage 3 is more of a transition phase from stage 2 to stage 4, and only constitutes about 7% of sleep in the young adult. It contains 20 – 50 % delta activity of a certain amplitude. When this activity goes beyond 50% then the à ¢â‚¬Å"deepest† sleep, stage 4, is reached.This makes up about 13% of sleep in the young adult. SWS is the collective term for stages 3 and 4 sleep, where delta activity increasingly predominates. The EEG characteristics of the various sleep stages are shown in Figure 1. REM sleep occurs regularly throughout sleep in nearly all mammals. The time from the beginning of one episode of REM sleep to the beginning of the following is remarkably regular within any species, and seems to depend on the brain size of that species (8). The larger the brain, the longer this time interval. Whilst in humans it is about 90 minutes, for the rat it is only about 12 minutes.Interestingly, although REM sleep only makes up a small portion of total sleep in most mammal species, normally about 10 – 15%, humans have roughly double this value. However, for all of them, including humans, this declines with age (Figure 21), and as I have already mentioned, is much more evident in the newborn. REM sleep is discussed in detail in Chapter 8. Figure 1. 1: EEG of Human Sleep Stages Wakefulness shows alpha activity (subject relaxed) and beta activity (alert). Theta activity can be seen in Stage 1 sleep. Stage 2 sleep shows spindles and a K complex.Note the large slow waves (delta activity) of stage 4, also apparent to some extent in stage 3 sleep. Stages 3 and 4 together are â€Å"slow wave sleep† (SWS). The EEG of REM sleep resembles that of stage 1, and contains a mixture of beta and theta activities. To avoid mistaking these two stages, recordings are made of eye movements and chin muscle tonus (see text). Usually, for humans each minute or half-minute of sleep is broken down into the sleep stages, and the results can be plotted out as a â€Å"hypnogram†. A simplified version is seen in Figure 2, and shows certain key features of sleep: ) A rapid descent to stage 4 sleep soon after sleep onset. 2) A regular 90 minute cycling of REM sleep and other stages. 3) The p revalence of stages 3 and 4 sleep (SWS) in the first cycle, less in the second cycle, and only some stage 3 sleep in the third cycle. SWS is largely confined to the first half of sleep. 4) A greater predominance of REM sleep and stage 2 sleep in the second half of the night. Figure 1. 2: A simplified â€Å"hypnogram† of sleep stage changes over the night in young human adults REFERENCES 1. McGinty D. J. , Drucker-Colin R. , Morrison A. & Parmeggiani P-L. (eds) Brain Mechanisms of Sleep, New York: Raven Press (1985). 2. Williams R. L. , & Karacan I. (eds) Sleep Disorders, Diagnosis and Treatment, New York: Wiley and Sons (1978). 3. Chase M. , & Weitzman, E. (eds) Sleep Disorders : Basic and Clinical Research, New York : MTP Press (1983) . 4. Parkes J. D. Sleep and Its Disorders, London : W. B. Saunders Co (1985). 5. Anders T. , Emde R. , & Parmelee, A. A Manual of Standardised Terminology, Techniques and Criteria for Scoring States of Sleep and Wakefulness in the Newborn Infan t.Los Angeles: UCLA Brain Information Service (1971). 6. Rechtschaffen A. & Kales A. A Manual of Standardised Terminology, Techniques and Scoring System of Sleep Stages in Human Subjects. Los Angeles: UCLA Brain Information Service (1968). 7. Webb W. B. & Drebelow L. M. A modified method for scoring slow wave sleep of older subjects. Sleep, 5, 195 – 199 (1982). 8. Zepelin H. , & Rechtschaffen A. Mammalian sleep, longevity and energy metabolism. Brain and Behavioural Evolution, 10, 425 – 470 (1974). CHAPTER 2 SLEEP DEPRIVATION . 1. Problems with Animal Experiments One way of finding out about the functions of sleep is through sleep deprivation, and there have been many such investigations on animals and humans since the turn of the century. The general findings are, that although humans appear to cope fairly well, other mammals tend to come off worse. This does not necessarily mean that humans have different sleep functions to those of animals, but that most of the anim al experiments have introduced additional stresses which have been more eventful.With humans, we can ask for volunteers to go without sleep for a few days, and impress on them that they are free to withdraw whenever then want. Also, these volunteers are carefully looked after, their safety is ensured, and nothing harmful will be allowed to happen to them. However, none of these factors really apply to animals, as for example, we cannot communicate these assurances to them, and so to speak, put their minds at rest and allay apprehension. Their natural lifestyle is totally disrupted, as they are kept awake at times of the day when they expect to sleep, through methods they do not understand and have no control over.Although sleep deprivation in animals can be given for a longer time than for humans, implying that more interesting findings might be forthcoming, we can still be more confident that the results from human sleep deprivation studies are less affected by additional stresses. The first well-documented experiment of this type on animals was carried out in France during 1894 by a Dr M. de Manaceine, who kept puppies awake for 4-6 days by walking or handling them continually. By the end of this time their body temperatures had fallen by about 4 °C, and there was a drop in the number of red blood cells.Autopsies revealed many small haemorrhages in the cerebral cortex. These findings stimulated much interest and soon led to further studies by other laboratories, also on puppies. Again, falls in body temperature were found, and although changes in the cerebral cortex were also reported, these were more variable and of a different nature to those of Manaceine's puppies. However, few of these experiments used a control group of animals, and it is likely that some of the changes attributed to sleep deprivation may have been due simply to laboratory techniques unrelated to the deprivation itself.Ideally a control group would consist of littermates allowed to sl eep normally, so that comparisons could be made with the deprived animals. Such a method was subsequently used in the substantive studies carried out by an American, Dr Nathaniel Kleitman, in the 1920s. Over the next 40 years he performed many more investigations into sleep in both animals and humans, and for these efforts he is usually regarded as the â€Å"father† of sleep research. His great work, â€Å"Sleep and Wakefulness† (1), was for many years the textbook on sleep.In Kleitman's early experiments, puppies were kept awake for 2-7 days, by groups of assistants walking or playing with the animals. This technique was successful for up to 3-4 days of continued wakefulness, with most of the animals feeding and drinking normally. Thereafter though, they would lose all interest in the surroundings. However, when they were compared with littermate control animals that were not sleep deprived, there was no greater fall in body temperature, nor any important change to vi tal functions.The only real finding was a confirmation of the earlier reports of a drop in the number of red blood cells in the sleep deprived animals. Examination of the brains of all the animals showed similar and clear abnormalities for both the groups. Whilst the true reasons for these latter effects are unknown, it is likely that the damage was done during autopsy, as the techniques used for preparing the brains for analysis were crude by today's standards. Other sleep deprivation experiments of this era used rabbits, but again, few used control groups. Probably the best known was by another American, Dr W G Crile, who kept rabbits awake for 4-5 days.A slight rise in body temperature and a slowing of respiration were found, but no fall in red blood cells. Autopsies revealed changes to the liver and adrenal gland, as well as to the cerebral cortex. Although Crile could not explain these findings, again it is likely that the autopsy procedure was to blame. These early studies sim ply relied on the experimenters' claims that their animals remained awake, and it was not until the 1950s that advances in EEG recording techniques made it possible to measure whether the animal was truly asleep or awake.So until recent times, about the only way of making sure that the animal remained awake was to keep it continually moving, but this meant that one was now looking at the effects of physical activity plus sleep deprivation. To some extent the influence of the physical activity alone could be â€Å"subtracted† by giving the same amount of exercise to a control group allowed to sleep. However, it is possible that exercise interacts with sleep deprivation in a way not found in the control group, as for example, forced exercise when wanting to sleep may be more stressful to a sleep deprived animal than to a refreshed control animal.This is a problem that Kleitman readily acknowledged, even though he did use control groups. Nevertheless, this questioning about the impact of exercise may be rather theoretical, as it will be remembered that few of the early deprivation experiments which used exercise found any serious abnormality anyway – at least up to seven days wakefulness, although using the limited and rather crude methods for determining an animal's state of health. There is one more of the early sleep deprivation experiments that I must mention, carried out in 1946 by Drs J C R Licklider and M E Bunch, from Harvard and Washington Universities (2).Their first aim was to determine the least amount of sleep that laboratory rats could survive on, as usually these animals slept around 12 hours a day. Animals were kept awake by forced walking on a treadmill. Very much to the experimenters' credit, a variety of control groups were used. In an initial pilot experiment, animals were divided into four groups : no sleep, normal sleep, 8 hours sleep, and 4 hours sleep. They were kept like this for several weeks, or, as was to be the case for the totally sleep deprived group, until they died.This usually occurred after 3 – 14 days. To Licklider and Bunch's surprise, the four hour group seemed to survive â€Å"indefinitely†. The only finding of note was that these animals were extremely irritable and had to be handled with caution. Licklider and Bunch's next experiment, their major one, now looked in more detail at the effects of four hours sleep per day, but this time on young (adolescent) animals, particularly, at their rate of growth and learning ability. Control groups were again used.Although I will not go into details, suffice to say that these tried to clarify the effects of the exercise itself, and other potential problems. Animals from the experimental and control groups were still growing, and all had access to food all of the time. Measurements were taken for 10 – 18 weeks. However, within a few days from the start, the growth rates of the 4 hour sleepers began to fall behind those of the c ontrol groups, and after a further 50 days their body weights just levelled off whilst the others continued to grow.But according to the investigators the shortened sleepers seemed healthy enough, apart from irritability. Of great interest was that learning in these rats was certainly no worse than that of the control groups – even marginally better. The most sophisticated studies of sleep deprivation using EEG methods also pair together sleep deprived and control animals, so that when sleep onset occurs in the EEG of the sleep deprived animal, it is stimulated into wakefulness. The control animal is similarly stimulated irrespective of whether it is awake or asleep.Because both animals have similar circadian sleep and wake patterns, the likelihood of sleep is greater at certain times of the day, so whenever the sleep deprived animal is stimulated its partner may also be asleep. Consequently, the control animal also loses some sleep, but only about 20-30% of it, and is certai nly not totally sleep deprived. For both animals these laboratory procedures are stressfull, and it is assumed that because one animal has total sleep deprivation plus these stresses, and the other only partial sleep deprivation plus the stresses, any greater effects on the first animal are due to the larger sleep loss.These sophisticated studies are a great improvement on earlier ones where there was little or no control, but there is still the problem that the sleep deprived animal has a greater disruption to its lifestyle as well as to its sleep. To be stimulated into wakefulness from drowiness or sleep, as is the case for the sleep deprived animal, may be more stressing than to be stimulated whilst already awake, as is the likelihood for the control animal.Although none of these animal experiments can be perfect, of course, they do have the great advantage over the human studies in that more searching measurements can be done, and autopsies carried out afterwards. Apart from cha nges in behaviour, one of the best signs of stress in both animals and humans is a marked increase in the output of certain hormones from the adrenal glands, particularly adrenaline and the corticosteroids, with the most notable example of the latter being cortisol.Adrenaline (otherwise called â€Å"epinephrine†) is the main hormone produced in the core of the adrenals, the â€Å"medulla†, whereas the corticosteroids come from the outer layer, the â€Å"cortex†. Hence the more correct term for these latter hormones is the â€Å"adrenocorticosteroids†. Cortisol helps the body withstand stress by protecting various tissues against excess damage, for example, by reducing inflammation. It combats shock by making body energy reserves more available, and trying to ensure that the volume of the blood and blood pressure can be maintained.The number of red cells in the blood falls, as more are switched to a reserve store so that fewer cells would be lost during an y bleeding. For reasons that are not clear, it also depresses the immune system. Cortisol can affect the central nervous system and behaviour. Under non-stressful conditions cortisol is released in small amounts throughout the day, and has an obvious circadian rhythm, troughing at the beginning of a mammal's daily sleep period, and peaking around the start of wakefulness.However, rapid increases can occur within a short while of a stressor occurring, and may be maintained for many days as the adrenal gland can soon grow in size to produce more of the hormone. Eventually though, the gland becomes exhausted and the animal's ability to combat the stressing event fails. Death usually soon ensues. Whilst cortisol helps the organism to endure stress, especially if the animal is helpless and unable to avoid the underlying cause, adrenaline has a more rapid alerting effect, commonly called the â€Å"fight or flight† response, designed to help the animal quickly avoid the danger one w ay or another.Of the two hormones, adrenaline and cortisol, the sleep deprivation researcher usually prefers to measure the latter, because deprivation generally lasts for days, and this hormone is much easier to measure than is adrenaline. In the 1950s a Canadian, Dr Hans Selye, identified three phases in the cortisol response to stress: alarm, resistance and exhaustion (3), with the last one not usually occurring until many days have elapsed. Although Selye's interpretation is now thought to be too-simple an explanation for what is clearly a complex response, his approach is still reasonable for our purposes.Whilst injury and illness are major causes for the initial alarm response, it will also occur whenever the body is pushed to extremes, for example during heavy exercise or in very hot or cold environments. More importantly, psychological factors such as apprehension and fear are potent triggers for this hormone. These can substantially add to the effects of more physical stimu li such as injury. Whilst animals usually show rises in cortisol during sleep deprivation, this tends not to be the case with humans.We can be sleepy, irritable and have a great desire to sleep, but providing we know that no harm will be allowed to come to us, and that we can pull out of the experiment if necessary, then the deprivation will not necessarily be stressful. This suggests that some psychological factor in animals, such as fear, may be influencing their cortisol response to deprivation. It must be borne in mind that illness and tissue damage will also activate the alarm responses. So I cannot be clear about how much of the raised cortisol levels in sleep deprived animals is due to physical illness, fear alone, or fear as a result of the illness. . 2 Recent Animal Experiments The most elaborate sleep deprivation studies ever performed on animals are being run at the Chicago University Sleep Laboratory – a premier sleep laboratory established 25 years ago by Dr. All an Rechtschaffen, and still under his direction. Kleitman was also at Chicago University, but in another Department. He retired soon after Rechtschaffen's arrival, and his sleep laboratory closed down. Rechtschaffen's pioneering work along so many lines of sleep research has brought him a level of respect from sleep researchers that equals that accorded to Kleitman.Rechtschaffen and his team began their sleep deprivation experiments on rats in the early 1980s (4 – 8). Two main types of study were performed : (i) total sleep deprivation, and (ii) deprivation of REM sleep only. For each of these there were impressive control procedures using control animals. The centrepiece of this laboratory's equipment was the apparatus for sleep deprivation – a horizontal, circular rotating platform 45 centimeters in diameter, surrounded by shallow water. A vertical barrier divided the platform into halves, allowing a sleep deprived animal to be confined to one side, and a control ani mal to the other.The platform could rotate slowly under the barrier. When this occurred, both animals had to move to avoid being gently propelled into the surrounding water. As rats dislike getting wet they would do their best to avoid falling in. Each animal had its EEG continuously monitored by a computer. When sleep was detected in the rat to be deprived of sleep, the platform would promptly rotate, causing the animal to rouse and move along the platform. Its partner, which might be awake or asleep at the time, had to move likewise, and to the same extent.Generally, control animals lost about 26% of their sleep, compared with about 92% for the experimental group. Although this procedure was indeed stressful to sleep deprived animals, as shown by increases in adrenal gland weights and cortisol secretion, the control animals seemed to experience a similar amount of stress for most of the experimental period, as both these indices rose to similar extents in them as well. For REM sle ep deprivation alone, the platform only moved when REM sleep was detected.The technique was quite effective, as virtually all of REM sleep (99%) could be eliminated, whereas the control partner only lost about 4% of its REM sleep. Although the experimental animals were still able to take most of their non-REM sleep (which makes up about 88% of sleep in the rat), there was some unavoidable loss of the â€Å"deeper† form of non-REM sleep. This was a problem of some concern to the investigators, and I will come back to this later. For both types of sleep deprivation, experimental and control animals were under constant light, and food always available.The environmental temperature was set at what is neutral for the rat. Total sleep deprivation caused general debility, weight loss and death by about the 21st day. The control rats all survived the experience, although they became debilitated and lost weight to some extent. Post mortems were performed on all the animals. Examinatio ns were carried out on the brain, liver, kidneys, spleen, lungs, duodenum, stomach, thyroid and thymus, with the pathologists not being told from which group each animal had come. Surprisingly, no significant differences were found between the two groups for any of these organs.As the investigators pointed out, one of the remaining possibilities was that death may have been due to undetected biochemical abnormalities. So far though, there is no sign of what, if any, these might be. In the total sleep deprivation procedure, both experimental and control animals ate much more food, whilst also losing weight. However, these effects were far more apparent in the experimental group. Calculations by the investigators on the energy obtained from digested food and from breakdown of the animals' own body tissues, showed a very large rise in the energy usage, to around 2. times the baseline levels for the experimental group, and to 1. 7 times these values for the control group. It seemed that such increases were being used to fuel a large rise in metabolism. Although most of this energy need was coming from voracious eating, particularly in the experimental animals, the fall in body weight showed that the animals' own energy stores were being depleted. But this weight loss was probably not the cause of death in the sleep deprived animals, as at death their weight had only fallen to about 80% of the starting value.The investigators had shown that starved rats not sleep deprived can still survive at 70% of their original body weight. Sleep deprived animals were digesting their food normally, and there was no sign of diabetes or other illnesses that could account for weight loss and voracious eating. So what was happening to all this energy, and was it all going to fuel increased metabolism? The gland that has a major effect on metabolic rate is the thyroid, but its hormones showed no changes. Could â€Å"stress† still have an answer?There were no noticable differen ces in the size of the adrenal glands between the two groups for most of the time, from the start of the deprivation until the death of the sleep deprived animal. However, there was a rise in adrenal weight a few days before death. To try and determine the stress responses further, the investigators made more detailed analyses of blood samples from both groups of animals, every few days. Apart from the measurement of cortisol and other blood constituents, assessments were also made of the hormone that controls cortisol release – adrenocorticotrophic hormone (ACTH).Both the sleep deprived and control groups showed similar rises in these two hormones, with no significant differences between the two groups for either substance. Except of course, for the few days prior to the death of the experimental animal, when there was a greater rise in cortisol. The other blood constituents showed no notable differences between the groups, except that the hormone noradrenaline (norepinephri ne) was far higher in the experimental animals. The exact reasons for this were not really known.This hormone has many interesting actions, with several relating to metabolism and the regulation of heat loss from the body. For example, it limits heat loss from the skin by restricting blood flow to skin capillaries, also, it makes body fat supplies more easily available as an energy source for other tissues. One important role for noradrenaline is to stimulate special heat producing organs called â€Å"brown adipose tissue† (BAT or â€Å"brown fat†) to burn up more energy for heat. However, this tissue is usually only found in infant animals and is gone by adulthood.It is not known if the rats used in the Chicago studies had any brown fat reserves. I shall cover the role of this tissue in more detail, in Section 8. 13. An important finding with the totally sleep deprived group was that body temperature fell during their last days, and this, together with the earlier inc reases in feeding and raised metabolism, suggests that something seriously happens to the ability of the animal to conserve its body heat – that is, its thermoregulation becomes impaired. This state of affairs was not so apparent in the control animals.What seems to be happening, although we cannot be certain, is that soon after sleep deprivation begins, experimental animals increasingly lose body heat, presumably through the skin, and compensate by burning more energy to increase metabolism and create more body heat. More and more food has to be eaten, but even this is not enough, as body energy reserves also have to be sacrificed on this metabolic fire. For the first two weeks, heat production matches heat loss, as body temperature stays normal.But then there is a deterioration, with heat loss exceeding heat production, and body temperature falls. Although death follows a few days later, it is not yet known whether this is due directly to the collapse of thermoregulation, o r just that this collapse is a symptom of something more subtle but nevertheless catastrophic, not yet understood. The control group did not reach this state, as their body temperature never fell, at least up to the time they were killed, when their experimental partners died.The physical appearances of the sleep deprived animals changed in a characteristic way, apart from the weight loss. After about a week of total sleep deprivation their hair developed a yellowish tinge and became matted. The skin of the tail and paws developed small red inflamed areas that eventually developed into often quite large lesions, very much like ulcers, but containing only a minor infection. These got worse as the deprivation progressed, and also began to appear in the control group, but at a slower rate of development.Surprisingly, all the animals seemed unconcerned about these sores and paid little attention to them. The lesions were only on the bare skin of the tail and feet, and were not found und er the fur. Careful examinations, by specialists in skin diseases, were made of the lesions, and it was concluded that these were not due to wetness, or pressure on the skin – they remain a puzzle. Although there are suspicions that a biochemical change in the skin may be the cause, perhaps even a vitamin deficiency, there is no evidence of this, despite careful chemical analyses.To see whether the animals were becoming debilitated from infections, blood was analysed to find out if the immune system was functioning normally. Immunology is a highly complex area (see Section 3. 8), and only a few tests could be performed. Nevertheless, such tests would have been discerning enough to pick up anything unusual going on – but nothing remarkable was found. In fact, the remarkable finding was that there was nothing unusual, given the animals' circumstances. What is happening to the sleep deprived rat – so many blanks have been drawn?All that we apparently have so far is what seems to be a problem with thermoregulation, and the skin lesions – neither of these seemed to be due to the animals getting wet through falling in the water, as this was also investigated. As far as can be seen, little else seems to be going wrong. Rechtschaffen and colleagues are cautious over speculating over their findings. Although they believe that heat loss and thermoregulation lie at the crux of the demise of their animals, they emphasise that more proof is required.This would, for example, come from careful measurements of metabolic rate, which so far have been difficult to carry out in the sleep deprivation apparatus. Usually, animals would be put inside a calorimiter (a chamber for measuring body heat production), but a sleep deprived animal quickly falls asleep here, and sleep alters metabolic rate. Nevertheless, I would like to concentrate on thermoregulation a little more as I believe it to be a crucial factor. Firstly, let me give some more background, be cause even the normal and healthy rat has potential problems with its thermoregulation.Like other small mammals it has a relatively large body surface area in proportion to its weight. Simple geometry shows that as body weight doubles, surface area only increases by about 60%. Keep on doubling size in this way until something of the mass of a human is produced, and the body surface becomes quite small in proportion to its weight. If there is any deterioration in the ability of the body surface to keep heat in, then this will become an increasing problem the smaller the mammal, with less body mass to generate heat in proportion to surface area. Body heat loss is less of a concern to humans than it is to rats, mainly ecause of our relatively large mass in proportion to surface area. But the animal usually has effective countermeasures – physiological and behavioural. Both are mostly aimed at protecting its more exposed body areas, the paws, and especially the large tail. Physio logically, blood flow to the skin is reduced here, and behaviourally, the animal can sit on its tail, or curl up into a ball. Now, it seems to be fairly certain that sleep deprived rats are losing a large amount of body heat, and presumably, a major potential route for this loss is through the tail and paws.Even though these animals are in a neutral environmental temperature, this is still below that of their body, and body heat can still be lost. Since food intake rises and weight falls as soon as deprivation begins, the apparent increase in heat loss seems to begin immediately. I suspect that a sleepy rat is less aware of this loss, and the animal may â€Å"forget† to sit on its tail to conserve body heat. It cannot curl up for long as the inevitable sleep and promp movement of the platform makes it wake up and walk. From what I have seen of sleep deprived rats, their tails are almost always exposed.If too much heat is being lost here, then one would expect the animal to pr otect its tail as much as possible – but sleep deprived rats are not doing this. They still have the physiological countermeasure, of reducing the blood flow to the skin of the tail and feet. Whether or not the eventual appearance of ulcers in these areas is related to the problems of thermoregulation, or is just a coincidence, is an open question. Perhaps a prolonged restricted blood supply to the skin of the tail and feet, lasting for a week or so, promotes skin ulcers?Enough of this speculation of mine, and let us return to some other fascinating findings from the Chicago Group. They had suspicions that the inevetable REM sleep loss during total sleep deprivation might have been a key factor in the deterioration of their animals, as REM sleep deprivaton alone, also led to death. But as the investigators noted, the difficulty with this idea is that death occurred much later during REM sleep deprivation, after an average of 37 days – almost twice as long as for totall y sleep deprived animals. REM sleep deprivation produced very similar ffects to total sleep deprivation, including the skin lesions, except that the course of events was spread over a longer time. Stress seemed slightly higher in the REM sleep deprived animals than in their control partners, as cortisol and ACTH levels were somewhat higher, but this was not really apparent until about the week before death. The most dramatic difference was again a large increase in food intake, which began soon after the REM sleep deprivaton started. Calculations of the energy used by the REM sleep deprived animals showed a massive 3. times rise over that of the pre-deprivation levels, against a 1. 9 rise for the control group. Body temperature stayed normal for the first two weeks of REM sleep deprivation and then fell, but always remained stable for the control animals. If REM sleep deprivation was the key to the death of the totally sleep deprived animals, why would REM sleep deprivation alone al low them to survive for twice as long? Maybe REM sleep deprivation is of little relevance after all! Instead, perhaps the fatal factor is not the type of sleep that is lost but the amount, of whatever type.Returning to my earlier line of thinking – the greater the sleep loss the more the sleepiness, and the greater the impairment to the behavioural countermeasures, etc. Remember, as REM sleep deprivation allows animals mo