Western Political thought: Machiavelli

Nicollo Machiavelli is one of the political thinkers that have contributed immensely to the development of the political thought. However, his thoughts and principles were a radical departure from those of his contemporaries. One of the political thoughts that were different from that of the past thinkers was on the morality of power. According to him morals cannot be used to judge the legitimate and illegitimate application of power. He claims that power and authority are equal variables and anyone that has power gains the right to give commands. He claimed that being good does not give one a moral authority and goodness does not give power to anyone. This view conflicts with the moralistic political theory that associated morality with authority (Nelson, 1995). Machiavelli criticizes the moralistic concept of authority saying that it does not add any value to power. The other political thought that was distant from the past thinkers was on the subject of law and force. Machiavelli first agreed with the past thinkers saying that good laws are important for an orderly political system. However he claimed that good people do not like following laws which means that for the good laws to work, there must be coercion. He wanted to imply that good laws have their legitimacy founded on the use of force. This thought appeared to be cruel, but in reality, laws cannot be legitimate if they are not accompanied by coercive force (Sydney, 2005). The last extreme thought by Machiavelli was on his treatment of politics. In opposition to the definition of the past thinkers who saw politics pragmatically. Machiavelli dismissed politics and an entity that could only be seen from the supremacy of powers that are coercive. The authority in politics according to him cannot exist independently and politics is all about gaining supremacy for personal interests (Nelson, 1995). Though Machiavellian political thoughts were different from those of the past thinkers, modern political theory is based on Machiavellian principles and thoughts. His eccentric thoughts have provided a foundation for the modern political theory.

Irish and Mexican Culture and Customs Essay

If we start to compare how irish people greet to another person and how mexicans we can find a big difference because as we know mexican people always say hi with a kiss in the cheek and is a normal way to greet even although they don ´t know each other. Irish people with only say hi is a find to greet another one, for them is really rear to give a kiss in the cheek. For mexicans is really normal to say hi giving a kiss in the cheek and if you don ´t greet everyone is a very uneducated of your part. Irish people is just fine to say hi or how  ´re you without giving a kiss, because for them if you give a kiss is really inappropriate. Examples of how irish people say hi: Hi, how are you? Hi, how you doing? Hi, how is it going? Hi, you all right? Hi, what’s the story? (this is a very informal way to say hi, just people who live in really bad conditions say this type of greet.) Examples of how mexicans say hi: Hola  ¿como estas? Que onda Que tal Hola, Mucho gusto When Irish people inroduce themself to a strenger they just say hi nice to meet you my name is â€Å"†¦.† And they shake hands to each other, this is a formal way to meet someone. In a informal they don ´t shake hands and they just say hi my name is †¦. Nice to meet you. In ireland the poeple when they want to introduce someone People in Ireland have a long list of things that they might eat for breakfast. Including breakfast cereal, porridge, toast, croissants, grapefruit, a bowl of fruit, yoghurt, sausages, rashers (thin slices of bacon), black pudding, white pudding, tomato, eggs(fried, boiled or scrambled), baked beans, fried potato (in cubes or as a potato cake), and many other slight variations; pancakes, toasted potato farls, brioche, pop tarts. After the breakfast they have a luch round at 1 pm and what they eat is Sandwiches of all kinds are popular. Fruits of a variety too, like apples and oranges and bananas. Some will go for less healthy options like chips or chocolate. Then around 6pm or 7pm they have dinner and they like to eat corn beef and cabbage, and they also enjoy potatoes too. January the 5th is a every traditional day for every mexican, is called LA NOCHE DE LOS REYES MAGOS (The night of the King Wizards). Family and friends get together in a very casual way and have a ROSCA DE REYES (like a big doughnut in an oval shape) and hot chocolate for dinner. Everybody gets a chance to cut their piece of the rosca and inside it has a plastic baby (Jesus) and who ever finds the baby is supposed to invite everyone present to eat tamales on February 2nd, (Day of the candelaria). Normally you can find 2 to 8 babies inside the bread, and we do it more for the fun of it than really for making another party. What is most important here is the next day, children go to sleep on January 5th and leave a shoe next to the nacimiento, (A Nativity, a small representation of the birth of Christ). Children leave their shoe and receive presents the next day (Just like Irish receive from Santa Claus). What I find very valuable in my country is El dia del muerto, the Day of the Dead has been celebrated in Mexico, and other Latin countries. This is a very special ritual, since it is the day in which the living remember their departed relatives. The Day of the Dead is a beautiful ritual in which Mexicans happily and lovingly remember their loved relatives that have died. What they like to do for remember their family who just pass away is to make an altar where they put the picture of this person and flowers with typical food mexican that represent the favorite food of this special person who just died because they think that the sould of this person can come to the altar and what it do is smell all the food that they used to like and enjoy it in this important day. It is important for me because is a beautiful way to remember that special person who has been part of your family. I don ´t find something that is not valuable in my country because everything has a important meaning for the mexicans. Every tradition has a important meaning in the history of Mà ©xico and we celebrate some important days because it has something special and valuable for everyone. I find very special the mexican culture and the actitud that mexicans have because is really unique and I can see that we are very joyfull than other countries and funny. We are rich in culture and we have a lot of history that has change mexico in many ways. Our tranditions are different than other countries because we celebrate important days in different ways and we do something special for remember it thats for example we celebrate with big parties and with delicious typical food. Also we have different type of typical clothe that represent each region of Mexico. For me all of this is really important because mexico is a beautiful place full of history and beautiful people joyfull. A important tradition that is celebrated by the irish people is Saint Patrick ´s day, they celebrate this day because Saint Patrick was the person who brought cristianity to Ireland and thats why they remember this important person who was really important for the history in Ireland. People wear green, and often go to pubs and parties where they drink beer that has been dyed green and listen and dance to Irish music. This is the way they celebrate this important day. I don ´t think that they have something that is nos important because in every country they celebrate something different and have different meanings so I think that everything is important.

Analysis of Vampire Scene in Chapter 3 Dracula Essay

Freud suggests that fear is â€Å"linked in some way to an earlier emotional response that has been repressed.† In chapter 3 Hawker experiences a great amount of fear when he is attacked by the Brides of Dracula, in a dramatic, highly sexual scene. Hawker’s submission and confusion as to whether he is experiencing pleasure of pain could, to follow Freud’s theory, be linked to a past memory in which he repressed his sexual desires. In the prudent society in which Stoker was writing, the rampant, overt eroticism of the Brides would have been shocking, and in some ways liberating. Stoker writes: â€Å"There was something about them that made me uneasy, some longing and at the same time some deadly fear. I felt in my heart a wicked, burning desire that they would kiss me with those red lips.† The Brides are wholly sexual beings, who are guided solely by their desires, and this need contrasts completely against the typical 19th century men and women- John, Lucy and Mina. This liberation from repression would and did terrify and shock society, making vampires seem more like animals, monsters. Freud wrote about the Superego, Ego and Id, the three parts of the human psyche. The Id is natural, animalistic desires, such as sex and hunger and it is the Ego’s job to ensure that these desires are controlled, in order for a human to live in an ordered society. This links well with the idea that repression leads to fear. Freud also wrote about the ‘uncanny’ which in German translates to ‘unheimlich,’ which means un-homely. The idea of uncanny is that â€Å"within the concept of the homely is the notion of concealment itself,† that where we feel safest may not be that safe at all, and that â€Å"home is a place of secrets.† In Chapter three Harker seeks comfort in a room â€Å"where, of old, ladies had sat and sung and lived sweet lives whilst their gentle breasts were sad for their menfolk away in the midst of remorseless wars.† He seeks safety and comfort in familiarity, however within the place where he appears to be safest in the castle the Brides of Dracula descend on him. Stoker writes that: â€Å"The room was the same, unchanged in any way since I came into it,† however the Brides have appeared and suddenly the atmosphere changes from that of safety and sleep to sexually charged domination. At the climax of the scene, the vampires are just about to bite Hawker’s neck, and Hawker completely and utterly submits: â€Å"I could feel the soft, shivering touch of the lips on the super sensitive skin of my throat, and the hard dents of two sharp teeth, just touching and pausing there. I closed my eyes in languorous ecstasy and waited, waited with beating heart.† It is this uninhibited pleasure that Hawker experiences that makes the scene so significant, almost as if his unconscious Id has completely taken over his Superego. The Brides do not think, they act, they are, according to Freud, the complete opposite to how normal human beings think they should behave.

Mintzbergs 5 Ps for Strategy (1987) presents an incomplete view of the Essay

Mintzbergs 5 Ps for Strategy (1987) presents an incomplete view of the topic - Essay Example Strategy formation is seen as a conception process in planning. Plan represents the alternative course of action, a set of guidelines to deal with situations (Mintzberg, 1987a). Strategy encompasses leaders establishing organization direction based on a course of action that is predetermined. This means that planning involves integrating the whole set of decisions and formalizing them before implementing them. Planning is executed through systematic process that characterizes the planning aspect. Taking Coco cola Inc, as an example of corporation, it has acquired growth through acquisition strategy. This has been one of the major plans by the corporation to achieve competitive advantage. Mintzeberg (1987) suggested that explicit and systematic procedures if followed may surface strategy making process. This may be achievable through formulating a plan. The organization needs to position itself by ensuring its strategy making is driven by being ahead of the competitors. This is in other words is known as positioning strategically. Regarding perspective, strategy making is guided by the meanings that come along with particular practices and behavior in an organization. Boyd and Reuning (1998) attempted to come up with planning operationalization and with regard to this tested empirically some indicators of a consistent plan such as statement showing the mission of an organization, trend analysis, ad organization’s competitors’ analysis, the long term and short term goals, and evaluation of ongoing operations of an organization. This planning model has been tested and proved to be valid and reliable. It thus clearly shows Mintzberg’s view as incomplete. In order to strategically, reach a better quality of outputs, managers are guided by appropriate methodologies and analytical tools. According to Zahra and Dess (2001), these analytical tools take the form of SWOT analysis. These abbreviations stand

Eygpt Essay Example | Topics and Well Written Essays - 750 words - 1

Eygpt - Essay Example One can see an attempt from the part of the writer to draw the attention of the readers towards the malicious intentions of the western world, though it seems rather baseless to blame others for ones own inability to handle crisis. The writer points out that in Arab nations like Jordan and Iraq, the rulers appointed by the western world had no roots. In addition, the divisions of the Arab world after the fall of Ottoman Empire were aimed at creating conflicts rather than solving them. Another allegation is against US for its failure to solve the Arab-Israel conflict, and also for its supporting the Egyptian and Saudi Arabian governments which were not at able to handle their internal affairs. The writer also points out that some of these dictatorial governments have close links with America; thus an attempt to show the western malicious intentions (Shadid). Here one can see an attempt to dig into history to show how France and Britain exploited the area through Sykes Picot Agreement of 1916. However, the wrier admits that the western states could not be blamed for the inability of Arab nations to solve their problems themselves. Moreover, the Arab states forgot looking into their own internal affairs and instead, the rulers thought engaging in relentless conflict with Israel would appease their citizen, which has gone wrong as is evident from the recent state of affairs. The eruption of problems started in Egypt, which was considered an epitome of foreign relations to be adopted by other Arab nations. However, it seems rather surprising that even so many years could not solve any problems in the country it gave birth to new issues like Christian-Muslim divide. In Sudan, the blacks fight against the Arab rulers and in Iraq, the Shiites are preparing a return to power. Tunisia witnessed another fall of dictatorship due to the extreme frustration faced by people over joblessness and corruption. In total, the Arab world is fuming; wars against dictatorships, jobles sness, poverty and clashes among interest groups are all shattering the Arab world. It is warned that the coming years will face a great deal of destruction and devastation as a result of the anarchies existing in the Arab world and the absence of powerful leaders like Gamal Abdel Nasser who could cover up the issues. Shadid provides the example of Tunisian leader Habib Bourguiba to show how foolishly the new Arab leaders engage in unpopular activities, facing the wrath of people. He appeared drinking juice on television in the month of Ramadan, and the protest he will face in a Muslim community is clear. Thus, the article is an attempt to look into the reason behind the unrest that is shaking the entire Arab world. However, the writer, like all others, fails to predict the future. The issues in the Arab world starting from the fall of Iraq, and now very evident in many other Arab nations, reveal the fact that the people there are eager to achieve total freedom, democracy, developme nt and transformation. However, the pathetic thing is that due to lack of powerful social reformists, possibly due to the harsh regimes of Islam religion-centrism, people in the Arab world are still hopeless, aimless and irrational. The only thing they want to achieve is the kind of freedom people enjoy in other parts of the world. However, the ones who exhibit the power to lead are monarchs as is evident from Iraq and Egypt who do nothing for the welfare of the people or to control religions extremism. The Arab world is unlikely to

Dynamics of Strategy Essay Example | Topics and Well Written Essays - 5000 words

Dynamics of Strategy - Essay Example The implementation of the same has also been discussed in alignment with the chosen strategic option. The conclusion summarises the points discussed and provides some enriching revelation. Toyota Motor Corporation, based in Japan, is one of the world’s leading automobile manufacturers. Having started in the year 1937, the company has extended its operation to include 170 countries world wide. Some of the leading brands of this company are Toyota, Lexus, Scion and a part of Daihatsu brands. TMC’s consolidated total revenue for the period 2009-2010, has increased to 18.5 trillion yen. The net earnings amount has increased to 1.25 trillion yen to 1.59 trillion yen after some revised profit activities. Toyota overtook Chrysler and Ford in global sales and outshone General Motors in the year 2008 (Hoovers, 2010). This section deals with the external environmental factors that impact the automobile industry. It is very much important to asses the environmental factors as this helps the organisation to fix its strategies in alignment with the external environmental factors. Government laws pertaining to environment and safety are significant for the operation of automobile industry. Toyota is a multinational organisation with its operations spread across the world. There can be trade barriers and fare restrictions in many countries. Such deciding political factors need to be taken care of to ensure a smooth run in the automobile industry. There are some emergent markets in India and China where the buying power of the customers have enhanced since the last few years. Companies must tap these markets to fetch the advantage. The recent financial downturn has adversely affected the consumer spending worldwide. This has put the automobile industry in difficult situation. The fuel prices have increased due to inflation as well as due to fuel squeeze in certain parts. This has in turn adversely affected the automobile sales. The

Implementation of ecotourism principles in Pembrokeshire Coastal Essay

Implementation of ecotourism principles in Pembrokeshire Coastal National Park . Success or failure- Conclusion and Abstract - Essay Example The principles of ecotourism as laid down by †¦ have been used as the basis of assessment and the non-compliance with any one of these principles is suggestive of failure. The rationale for the research lies in its interest to the wider community. PNCB in Wales was chosen because of its location and because of the suitability of Wales generally as an ecotourism destination. The collection of data was done by means of survey questionnaires which were done face to face, by telephone interviews and emailed questionnaire. The methodology was both qualitative and quantitative as both served to reinforce and strengthen the other. The findings revealed that even though the visitors to the park were impressed with the scenic beauty and would recommended it as an ecotourism site there were still shortcomings that needed to be addressed. PNCP which was used to test the principles was weak in a number of respects. The management was not able to control the traffic through the park as it is an open area. The full cooperation of the community with the NPA is necessary to facilitate the implementation of the principles of ecotourism. The decision to conserve energy and preserve the environment is currently left to the locals who do not place major importance on the issue at this time. Conclusions, Implications and Recommendations In concluding it is clear from the findings that there is no standard definition for ecotourism. However, the principles have provided sufficient guidelines to indicate that ecotourism principles have not been fully implemented at PNCP. The park is affected by increased tourist visitation with over 4.2 million visitors per year. This problem concurs with Weaver’s (2001) and Butler’s (1991) finding that increased tourist visitation is one of the most persistent problems facing parks and protected areas in the UK. The authorities are unable to control the entrance to the park because it is an open area. There is no real possibility of keeping anybody out. How do you limit the number of visitors in an open area? An additional problem faced in terms of minimising the negative impacts is the fact that ninety nine per cent (99%) of the park is in private hands. This problem may seem irresolvable. However, there is always a way. It simply means that the several owners would have to cooperate in order to facilitate the security of the park for it to implement this particular aspect of the principles of ecotourism. Establishing this principle is and will continue to be the real challenge for PNCP under the existing conditions. This principle, however, may not seem suitable based on the issues on the ground (Diamantis 2004). While people cannot be forced to practice preservation and conservation in terms of the use of energy, recycling and proper disposal of waste, educating them will take some time. It has to start in the schools and other institutions which can help in a positive way. Young children can teach their parents and older siblings a lot. They are the standard bearers of the future. The older folks are already set in their ways and may not think that these efforts will impact their well being in any major way. They are taken up with the daily problems in the economy. However, there are still ways that can be used to get them involved in energy conservation and preservation of the environment. The other major institutions such as the church and local clubs can be used as a means of getting the locals to comply with guidelines. They

Draftsmans Duty of Care in the Preparation of a Will Essay

Draftsmans Duty of Care in the Preparation of a Will - Essay Example The analysis is focused on identifying the solicitor’s duties and responsibilities in preparing a will for the clients. Various aspects of preparation of a legal document highlight the significant role of the solicitor who has the duty to adequately represent the testator’s intentions and wishes through the legal document. The various types of the draftsman’s duties in preparation of a will are discussed in the changing contextual situations of family businesses, mutual or joint will, and breach of duty such as errors or delays. Identifying grammatical and omission errors, providing legal advice to clients, severing joint tenancy and adequately representing a testator’s wish in preparing a will are some of the broad issues of draftsman’s duties in preparing a will. This discussion is focused on identification of the various types of errors, issues concerning negligence of duty on the part of the solicitor and the possible contextual factors that can lead to these errors or failure to perform the duties. Â  The methodology adopted for this purpose include searching legal journals and law journal databases to locate cases associated with the failure of draftsman’s responsibilities and liabilities of the draftsman. Databases such as LexisNexis, bailli, zetoc and Westlaw were searched with terms as ‘draftsman’ ‘common law’ ‘preparation of will’ ‘solicitor duties’ and several cases were located and have been included in this study.

For some people, monkeys, dogs, donkeys, termites, and grasshopper are Essay

For some people, monkeys, dogs, donkeys, termites, and grasshopper are highly prize foods. For others, the idea of eating some o - Essay Example † Human anatomy and physiology The incisors of humans are flat and spade-like, essential for peeling, snipping and biting soft materials. The canines are neither saw-like nor conical but are flattened, blunt and small and work like incisors. The premolars and molars are squarish, flattened and nodular, essential for compressing, grinding and pulping non-coarse foods. Human teeth are rather large and usually abut against one another. According to evolutionary theory, an omnivore might be anticipated to be a carnivore, which shows some gastrointestinal tract alterations to a herbivorous diet. The human gastrointestinal tract characterizes the anatomical modifications consistent with a herbivorous diet. Humans have brawny lips and a petite opening into the oral cavity (Milton, 1999:15). How humans evolved to consume meat The pattern of meat consumption in human evolution can be classified into four time periods namely opportunistic hunting and scavenging, full-scale hunting, the s hift to domesticated food sources and ultimately the reliance on animal tissues with fatty acid composition now associated with harmful health. The patterns of meat acquisition later took various forms as reflected in regional specializations, and exploitation of marine resources derived from fishing using new and innovative strategies of acquiring food. Domestic animal sources in regions like the Middle East used sheep, cattle, goats and later pigs and chicken were linked to food security, clothing and shelter as used in the provision for meat, milk and skin for clothing and housing materials. The warming trend, over-hunting and subsequent extinction of animals led to the appearance of new plants and animals that could now be domesticated (Milton, 1999:37). The ability to cook foods from tough to soft consistencies has led to the reduction in the bony areas of the facial skeletal that supports the teeth in the jaws, reduction in tooth size, less room for dentition resulting in the rise of occlusal abnormalities in humans and tooth decay. Bone size and structure was stronger in hunting and gathering regimes and weaker in agricultural settings (Milton, 1999:14). The trend of conspicuous and excessive red meat consumption in the human diet has seen a decline in health, increased occlusal abnormalities, increased iron deficiency anemia, infections and bone loss. What makes an animal an acceptable food item? According to observations and readings from various studies, culture and religious beliefs makes an animal an acceptable food item. There are certain animals, which can be readily consumed in some nations and not viewed as wrong, but this can be the opposite in other countries (Douglas, 1997: 37). For instance, the Hindu cannot consume cow meat as they view this animal as sacred. Other nations, for instance Americans, consume cow meat and view it as a delicacy. Among the Hebrews classification of edible and inedible foods is discerned in religion towards holin ess and integrity (Harris, 1997:66). Eastern religious influences such as Buddhism and Hinduism through their belief systems teach followers to minimize harm towards animals practiced by non-violence and compassion on all living creatures. In other groups, food taboos exist regarding the consumption of animal meat. Examples include monkey consumption in the Guaja community as taboo for pregnant women and their husbands, to adolescent girls for twelve

Dream world Essay Example for Free

Dream world Essay A long time ago I had read a story, a story of a man and his goal to create a new world with peace. The perfection that those inked lines held were amazing, one is still in my head rings like a note of the piano-â€Å"I will create, a new world with you in it.† Reading his life story, I understood what he meant, that innocent line can bring tears into my eyes. There is a deep meaning to it. My body was shivering, I was scared. What happened? I opened my eyes slowly, with a shocked expression plastered on my round face, ocean blue eyes wide and teary, thick black eyelashes and added black eyeliner making them stand out. I had to lift up my hard, hair sprayed black fringe up since I was struggling to see. I stood there mesmerised by the sight in front of me. It was peaceful, calm; it was nature before human kind, soft light, green grass almost touching my bare ankles, it was slightly wet and cold but comforting, thin streaks tickling my bare feet as I moved around slowly. Small Daisies blooming standing out of the greenery with they’re fragile white bodies. My breath was taken away instantly when I landed my eyes on a beautiful lake; its clear water being disturbed by a tiny wind and my touch, its warm soft substance wetting my palm lightly, the sparks that hovered above the lake illuminating it; in the centre of a lake a reflection of the moon but not just any moon†¦ the red moon. A round the edges the lake reflected like a mirror- cherry blossom trees at the full bloom and the perfect sweet sense that surrounded the atmosphere its silky pink leafs scattering around the place like a soft pink blanket, the trees’ hard textured bark covering soft wood that is inside. The Cherry trees surrounding the lake like hiding it in protective manner which made me wonder in an awe. Just a few steps away from the stunning lake there was a hill, hard grey rocks surrounding it, the once soft light green grass fading away as you go further up, every step I took the grass becoming rougher and darker until no more was left†¦ only hard stoned ending. Standing on the end I could see everything that I had not seen yet so far, I felt so free, so careless, it was supernatural in a way, as far as my sight could pick up from the magical lake and the porcelain cherry blossom trees to dark never ending woods. It was night, above me stars that sparkled like little children’s eyes for first time in the candy shop. The world was asleep; it was finally at peace†¦ His world now seems just a dream but at that time, that time of shinobi it was different, it was achievable. He lived his life trying, making it possible but unfortunately his time had come, to leave everything behind in those words. Right now I hope he is in that world resting in peace. Sometimes when I think about it hard enough, I could smell the cherry blossom trees, I could feel the warm wind brushing my skin. If I believe hard enough! I could find myself starring into the dark horizon, the red moon hovering above me and the pastel pink leafs in-between my fingers just going over the soft texture. If I know it, I will be free at last.

Perceived User Experience of Interactive Animated Transition

Perceived User Experience of Interactive Animated Transition Perceived User Experience of Interactive Animated Transitions in Mobile User  Interfaces and Visualisation Animated transitions hold an important part of graphical user interface design practice. They can help to guide users attention and highlight changes in the interface. Also Information visualisation research has concentrated thus far on desktop PCs and larger displays while interfaces for more compact mobile device have been neglected. The aim is to investigate how user experience in mobile applications are perceived by different animation principles for animated transition and their visualisation before designing. In addition, the issue of visualisation is addressed by developing a set of low-level interface design guidelines for mobile information visualisation development. This is done by considering a basic set of interactions and relating these to mobile device limitations. The results of various tests on suitability of different animated transitions for the study are reported. The findings provide insights in users perception of animation styles, therefore having implications f or graphical user interface design practice along with the interface visualisation for different displays. KEYWORDS Interface design, visualisation, animation transition, user experience The beginning of the 21st century has been marked by the proliferation of increasingly powerful mobile computing devices. There are currently over 2.23 billion mobile phone users and over 1.75 billion smartphone users worldwide meaning that a remarkable 31% of the global population now own a mobile phone and around 25% already have a smartphone [Lee and Lee 2014]. Moreover, after Chang and Ungar promoted the use of animation for user interface (UI) design, a controversial debate on its influence on user experience (UX) emerged. Animation has become a standard design element in User Interfaces and figure in design guidelines of leading software companies such as Microsoft, Google and Apple after more than 20 years. Information visualisations help us to think using data. Information visualisation techniques have been found to be particularly useful for the analysis of large-scale data and complex data in areas such as gene expression analysis and financial data analysis. Indeed, this push towards larger scale data and more complex data analysis is a possible reason why information visualisation research has focused on larger displays, since larger displays are inherently more suitable for larger datasets. Also, Disneys cartoon animation principles are comparable to design guideline rules and help designing the style of an animation. To evaluate their influence on UX some of these principles have been investigated experimentally. The perception that there is essentially a proportional relationship between the amount of information that can be displayed in an interface, or at least an interface that is comfortable to use, and the dimensions of the display space. This leads some authors to conclude that a smaller display can only be used effectively for aggregates and overviews of the data [Chittaro 2006]. Animation can be applied to various design cases in User Interfaces. However, only appropriate use can enhance the experience. Different states of a User Interface are connected through the use of animation transition which are considered to be effective in guiding attention and explaining change. While there is certainly a strong case for limiting our expectations of what can be achieved on mobile devices, it is felt that this needs to be balanced by a realistic evaluation of the potential benefits of mobile device information visualisation and the opportunities to improve mobile interfaces through inventive and thoughtful design. While mobile devices, by their very nature, will continue to have limited display space. Other device limitations such as limited processing and graphics capabilities are rapidly disappearing. And other useful features such as global positioning, tactile feedback and voice recognition are being added. Moreover, the natural application domain of mobile devices has expanded from activities that need to be performed on a mobile device. People are now using increasingly sophisticated applications on mobile devices and application developers need to either cater to this trend or find themselves left behind. This undoubtedly includes information visualisa tion developers who need to leverage new and improved device capabilities to support mobile visualisation. To summarize, UX can be influenced positively by animations in User Interfaces, but the perception of it may depend upon its purpose and animation style. A wide range of animation styles are used in the literature on animation and UX which varies in design purpose used in the experimental tasks. With regard to UX within a constant design purpose, thorough comparisons of different animation styles are missing, making it difficult to distinctively evaluate the influence on UX. The changes in perception of UX would be clarified by conducting such a comparable study with animation style. There are indeed a number of researchers who recognize the potential of mobile visualisation and have proposed some useful general guidelines for their design. These tell us that the interface should be simple and user should be able to interact more directly with the data rather than have to operate menus and controls [Lee et al. 2012]. Others suggest that interaction should be fluid and flow seamlessly between different functions [Robertsetal.2014]. 2 EXPERIMENTAL DETAILS, RESULTS AND DISCUSSION For the underlying study, UX can be defined by relying on the working model as proposed by Hassenzahl. Hassenzahl developed the 2 questionnaire in order to measure perception of users of digital products with regard to pragmatic and hedonic quality as well as the overall goodness and beauty which is called attrakdiff. The attrakdiff lite version, a shortened questionnaire consisting of 10 items is used for the study. Each item consists of adjective pairs that represent opposite poles. 7point Likert-type scale ranging from -3 to +3 is used for rating items. In the planned study it is sought to clarify how different animation styles influence the perceived User Experience. The research in this area either failed to investigate only parts of objective User Experience or to examine this relation due to its methodological approach. Furthermore, there is very little knowledge about the principles of exaggeration in interface design. Therefore it can be keenly seen whether different animation styles differ in their effect on UX. Further, it has been sought to investigate whether the animation style or its combination with an animated transition are responsible for possible differences in UX. Also, in this paper guidelines are used to build some case study applications by taking a lower-level approach to consider how specific aspects of information visualisation design should be implemented on mobile devices. This allows us to draft a set of guidelines that can be used to either adapt existing information visualisation applications for mobile use or begin considering which techniques to employ in the design of new applications. Issues considered while implementation of interaction for development of a set of draft guidelines for mobile visualisation interface design are as follows: Inspection Selecting an object Selecting an area Moving an object Scrolling Entering text Be aware of the situations in which the application is likely to be used and adapt the interface accordingly for sporadic, hands-free or one handed use. Use techniques that make more efficient use of available screen space or do not require accurate selections. Keep text and selection targets above a constant device specific minimum size and scale other elements of these constraints. Dont display too much information on the screen at the same time. Use virtual buttons to switch between different types of selection. Dont allow important information to be hidden by the users finger during interaction. By conducting this study is sought to contribute to the research on User Interface animation with several insights. It is hoped to indicate whether users generally perceive differences in User Experience depending on animation style; know to which dimensions of User Experience, the compared animation styles may contribute; and find whether the animation itself or its combination with a transition is responsible for the evaluation of User experience. Furthermore, it is expected to provide implications for interface design. The insights into the perception of animation could help interface designers to apply animation principles more purposefully to their aim. Our findings could further contribute to the understanding of widespread animated transitions and indicate whether their perception differs between users of different mobile operating systems. Last, it is expected that this study to set the scene for related research on animated transitions, animation style and User Experience in graphical User Interfaces. Also, a set of guidelines for the design of mobile information visualisation applications has been drafted through an analysis of different forms of interaction and device limitations. These guidelines are applied to the design of various applications which use visualisation techniques that can be applied with inaccurate touch-screen selection and, crucially, make the display more interactive to allow the user to view more of the data over time without saturating the limited display space. The additional cognitive load of having to interact more with the data and having less of the data shown at any one time is reduced by using animation to smooth the transition between successive views. These early results suggest that information visualisation on mobile devices can be more capable than it was previously imagined and that interaction and animation will be a key part of the implementation of effective information visualisation interfaces for more challeng ing data-sets and more demanding user requirements. UI: User Interface UX: User Experience Benedikt Merz, Alexandre N. Tuch, Klaus Opwis. Perceived User Experience of Animated Transitions in Mobile User Interfaces(Santa Clara, California, USA-May 07, 2016) Paul Craig. Interactive Animated Mobile Information Visualisation(Kobe, Japan-November 02-06, 2015) Daniel Liddle.Emerging Guidelines for Communicating with Animation in Mobile User Interfaces(Silver Spring, MD, USA-September 23-24, 2016)

Effects of Tobacco Advertising Ban on Formula One

Effects of Tobacco Advertising Ban on Formula One The effects on Formula One of the European directive banning tobacco advertising and associated sponsorship. Abstract In this piece we set out to try to determine the effects on the Formula One organisation that would be brought about by the European Unions ban on tobacco advertising. We investigate the issues by firstly attempting to establish whether Formula One tobacco advertising actually does pose a threat to health. We then look at the actual evolution of the European Unions ban on tobacco advertising with the various responses that the FIA and Formula One management have made and contrast that to the actual actions which we can see that they have taken. An examination of the actual amounts of money involved helps to put into perspective the difficulties faced by the Formula One management in trying to deal with the potential losses of revenue from an advertising ban. We try to analyse the political issues that are relevant to the decisions that the FIA have to make and also examine the mechanisms that they have used to try to influence them. Finally, having examined and quantified these issues, we outline the impact of the European Unions ban on tobacco advertising an the effects that it has had, and probably will have, on Formula One racing. Introduction Formula One racing is a major player on the world’s sporting stage. It is considered both glamorous and exciting. As such it is watched and followed by millions of people across the globe. Because of this popularity it enjoys huge influence in our collective consciousness. Over the last 37 years it has courted controversy by balancing the enormous advertising revenue it receives for tobacco products against the various ethical and health considerations that are obviously consequent on that decision. The history of tobacco advertising and Formula One stems from the original decision in 1968 for Gold Leaf to sponsor the Lotus 49, in return for prominent displays of its logo. The so-called â€Å"fag packet on wheels† achieved a certain notoriety in the press and in doing so generated far more positive publicity and awareness than the tobacco company could ever have dreamed of. We do not know what the value of this original sponsorship was in financial terms but in terms of the publicity generated, the value was colossal. This comparatively modest beginning started 45 years of controversy which is still both raging, and indeed possibly gathering momentum even today. The implications of that first black and gold logo appearing on the side of a racing car would be the precursor of the selling of colosally valuable real-estate (in terms of car panels, driver’s overalls and helmets) that would shape decisions as basic as just where and when Formula One Grand Prix races were held – if they were to be held at all – as Canada, Germany, Belgium France and Austria have all found to their cost. It has involved the governments of most of the Formula One participating countries. It has involved the European Union in making legislation specifically tailored to tackle the Formula One problem, and it has involved Formula One making public pronouncemen ts while clearly pursuing an alternative agenda behind the scenes. It has nearly brought down Tony Blair’s government and certainly has left a very unpleasant stain on his reputation and credibility. (see on) In this piece we are going to try to evaluate the effects of the impending ban on tobacco advertising in all sports imposed by the European Union, particularly in its relevance to Formula One. The first question that we have to consider is â€Å"Why all the fuss?† Just why is the European Union getting involved in an ostensibly minor issue which, on the face of it is only relevant to a small proportion of the sports-following public? Is advertising on Formula One cars a real threat to the Public Health? The issue of whether smoking is a personal health risk has been so well rehearsed over the recent few decades that it scarcely needs repeating here. Some factors are undoubtedly relevant to our considerations however. Smoking trends have varied greatly over the past few decades. The actual prevalence of smoking has declined, as far as the general population is concerned, by about 40% since 1960 (CDC 1993) As far as the UK is concerned, this diminishing trend has actually levelled out over the last 15 yrs. (Dobson et al. 1998). It is particularly relevant to our considerations here that, with specific reference to the adolescent and young adult fraction of the population, the actual trends in cigarette consumption has actually increased (Nelson et al. 1995) (NCHS 1995). The age range which has the current highest prevalence of smokers is the 20-24yr. age group where 42% of men and 39% of women report regular smoking (NCHS 1995). Many other studies have produced consistent and corroborating results, so we can have a considerable confidence in their validity. The peak incidence of smoking is generally found to be at about 21 yrs. (Paavola et al 2004) which contrasts to the peak age for alcohol intake which occurs at about 28yrs. The relevance of these points will become clear later on in our considerations. One interesting, and possibly very relevant observation, that also came from this same study, was the fact that the incidence of smoking correlated highly with individuals who watched large amounts of television. There is possibly a link here as Formula One is clearly a prime time occupant of some television channels. Also of relevance to our considerations here, is the study by Van Den Bree (2004) who found that the single biggest predictor of smoking and drinking in the adolescent years was the endorsement of that particular activity by the teenager’s peer group. There is little doubt that one of the major attractions of Formula One is the aspirational qualities that it appears to possess. Fifty years ago the aspiring teenager typically wanted to be a train driver. One could argue that a similar reverential status is now held by the racing driver who is perceived as glamorous, skilled and dashing and risking his life in his chosen career – all qualities that are commonly perceived as worthy of adoption in a peer-group scenario. The thrust of this section is to try to establish the evidence to support the view that by sponsoring Formula One, the tobacco companies do pose a threat to the public health. There seems little doubt that the young adult (being the largest smoking group) and the adolescent (being the most impressionable group) are the two most important and potentially profitable targets for the tobacco companies in their advertising campaigns. (Teague 1973) This has been clearly demonstrated in the wake of some very prominent lawsuits in the USA. As a result of these lawsuits a number of tobacco company documents were ordered to be released into the public domain. (Phelps 1998) (Schwartz 1998) these confirmed beyond a shadow of doubt that the tobacco companies were deliberately targeting the young adult and adolescent market in order to try to create a brand loyalty and they were using Formula One as a suitable medium (For reasons already outlined) to do it. Three examples are given here from the documents released at the trial 1957: A Philip Morris Executive writes that Hitting the youth can be more efficient even though the cost to reach them is higher, because they are willing to experiment, they have more influence over others in their age group than they will later in life, and they are far more loyal to their starting brand . 1971: An internal RJ Reynolds document outlines that the lower age limit for the profile of young smokers is to remain at 14. (Pioneer press 1998) 1973: Claude Teague, Assistant Chief in RD at RJ Reynolds, writes a paper: Some Thoughts About New Brands of Cigarettes for the Youth Market; At the outset it should be said that we are presently, and I believe unfairly, constrained from directly promoting cigarettes to the youth market if our company is to survive and prosper, over the long term we must get our share of the youth market. 1974 Claude Teague also said in a memo to other executives: Importance of Younger Adult Smokers Why, then, are younger adult smokers important to RJR? Younger adult smokers are the only source of replacement smokers. Repeated government studies (Appendix B) have shown that: à ¯Ã¢â‚¬Å¡Ã‚ · Less than one-third of smokers (31 percent) start after 18. à ¯Ã¢â‚¬Å¡Ã‚ · Only 5 percent of smokers start after age 24. Thus, todays younger adult smoking behavior will largely determine the trend of industry volume over the next several decades. If younger adults turn away from smoking, the industry must decline, just as a population which does not give birth will eventually dwindle. In such an environment, a positive RJR sales trend would require disproportionate share gains and/or steep price increases (which could depress volume) (Schwartz 1998) The whole area is clearly targeted at the young adult population – which is the best represented at a typical Formula One meeting. Formula One sponsorship is clearly therefore a very important asset to the tobacco advertising industry. (Phelps 1998) The whole area of tobacco advertising being attached to Formula One is primarily to raise brand awareness, reinforcing the brand image and (hopefully) increasing the market share of the product. By association of the particular tobacco product with the image of Formula One that we have described it is hoped that the product will be perceived as â€Å"Cool, glamorous and exciting† ( Cornwell et al 1998) (Irwin et al. 1994) In a document which we shall comment on further later in this piece, the FIA (World motor Sport Council) commissioned a report (December 1998) to look at the evidence to support this view. The key findings in this report can be summarised as follows: that the tobacco companies were driven by an obsessive need to recruit young smokers to satisfy their market demands which required vast numbers of new smoking recruits in the UK alone they need 300 new smokers a day and that for decades tobacco companies marketed their products to young people, including to children too young to purchase the products legally that this obsession with new, young smokers is evident in companies market research on teenagers, some as young as 12-, 13- and 14- years old and in one instance as young as five years old that studies showed that the majority of smokers start using tobacco while in their teenage years, and that hardly anyone starts smoking in their twenties but that those who started at around the ages of 12 or 13 years old often want to quit by the age of 16, concerned that smoking was damaging their ability to participate in sports. Knowing this, the tobacco companies sought to lure and addict children to cigarettes before the desire to stop grew strong, and sought sponsorship deals with sport to counteract any concerns they may have about the health dangers of smoking that tobacco companies knew that lifelong brand preferences are formed in the early teenage years and that increased visibility for their products could shape these preferences that sponsorship of Formula One is the jewel in tobaccos crown it is the pinnacle of successful, glamour-laden global events with a massive potential to reach the young through both the televised events and the spin-off merchandise. This evidence seems self explanatory. There is clear benefit for the tobacco companies to promote their goods to the young on the basis that they are the most susceptible to their advertising and that once smoking they are likely to continue. Their strategy is to present smoking as an acceptable pastime endorsed by a glamorous high profile sport that effectively negates the plentiful and contrary messages that smoking is bad for sporting performance. There is further evidence to support this view. A survey of adolescent boys (Smee 1992) found that the boys who had stated that their favourite broadcast sport was Formula One, were more likely to name Marlborough and Camel cigarettes (brands associated with Formula One) than any other brand and were also more likely to have begun smoking within the following year (Andrews Franke 1991). This same survey also found that in the age range of 12-13yr old UK boys, only 7% smoked, this proportion rose to 13% in those boys who said that their favourite sport was Formula One. Further, and extremely important retrospective studies, looked at the effects of removal of tobacco advertising in the four countries France, New Zealand, Finland and Germany between the years of 1975 and 1993 and they found that the cigarette consumption (per capita of the population) had fallen from between 14 37%. It follows from the evidence presented so far, that we can reasonably conclude that tobacco advertising associated with Formula One racing does form a threat to the Public Health. It poses a threat to the impressionable youth who may well wish to emulate their peer group by appearing â€Å"Cool, sophisticated and glamorous† which is exactly the inference that tobacco advertising seeks to imply by associating itself with the â€Å"cool, sophisticated and glamorous† sport of Formula One motor racing. There is no reasonable doubt that tobacco smoking is a major deterrent to health. It clearly follows from this argument that the policy currently pursued by Formula One is having a deleterious impact on the Public Health on a global scale (See on) How much money is involved? The whole issue of Formula One advertising only really became an issue of public concern and debate when the whole area of tobacco advertising on terrestrial television became a censorship issue. This occurred in the UK in 1965, the USA in 1971 and Canada in 1972. It has since occurred in the vast majority of western countries although it has to be noted that a significant proportion of the far east (where Formula One racing is now starting to spread) there still is no effective curtailment of any type of tobacco advertisements in any of the differing forms of media. The tobacco advertisers therefore had to turn to other mechanisms for getting their products into the public consciousness and sponsoring major sporting event that were to be broadcast seemed the way forward for them. (Ledwith 1984) (Stoner 1992). Formula One has a virtual monopoly of the broadcasting rights to their races worldwide and they have the ability to dictate a great deal of exactly what (and how) we, as the viewing public, see their races One study on the subject discovered that Marlboro managed to obtain nearly 3.5 hours of â€Å"In-focus† exposure during the 15 races of the 1989 Formula One season. (Blum 1991) The same report stated that during the same season the name Marlboro was either seen or mentioned 5933 times. To equate that to a financial basis, between 1997 and 1999 the tobacco companies collectively managed to achieve 169 hours of advertising exposure in the USA alone which equates to about $411 million in advertising value. (Siegel 2001) To put this figure into perspective it should be noted that tobacco companies themselves are seldom the only sponsor of a team or an event. In Formula One the running costs are enormous. We can quote the figures for the 2001 season for the top three teams as Ferrari at $284.4 million; McLaren at $274.6 million and BAR Honda at $194.5 million. (Formula 1 Magazine 2001) The actual spending of the money is harder to quantify in terms of figures but a fairly accurate estimate is thought to be that Philip Morris (Marlboro) in its sponsorship of Ferrari spends $23 million on Michael Schumacher’s salary and a further $65 million for the privilege of having their logo placed strategically on the car and the overalls and helmets of the drivers (Saward 2001) (Donaldson 2001) Similar orders of money are spent on the other teams Reemtsma (West) sponsors the McLaren team spending $37 million to have their brand name prominently displayed( Saward 2001). British American tobacco who are the prime sponsors of BAR invested about $47 million during the 2000 season (Donaldson 2001) The collective total of tobacco sponsorship money invested in Formula One in the 2000 season was thought to be $250 million (Grange 2001) Despite all that we have outlined above, it is not only the exposure at race-day that is important to the tobacco advertisers, but there is also the visibility obtained by all of the â€Å"third party† pictures and co-sponsors. The tobacco product attains an added prestige boost when seen in the company of other high prestige products. A classic example of this came when Philip Morris (Tobacco) was a co-sponsor of a Formula One team along with TAG Heuer watches which provide the time keeping at Formula One races. TAG Heuer place a lot of newsprint and poster adverts and these show the Philip Morris logo on the Formula One car which, if it were advertising tobacco, would be prohibited but as it is purporting to advertise watches it bypasses this particular restriction. In just the same way Benson Hedges share sponsorship of the Honda BAR and Jordan teams so Benson Hedges gain significant visibility through Honda advertising. This kind of relationship is quite risky from a Public Relations point of view (Both from the co-sponsor perspective as well as from the Formula One racing team’s viewpoint). Again if we consider the impact that the withdrawal of tobacco advertising revenue would have from Formula One then we should consider the recent case of TAG Heuer and Reemtsma (Makers of West cigarettes) the fall out from which did nobody any favours. In June 2001 the premier French newspaper Le Monde raised an objection to a TAG Heuer advertisement which prominently displayed a Formula One carbohydrate with an equally prominent West logo displayed upon it. (Anon En France 2001) TAG Heuer was accused of violating French laws regarding tobacco advertising. It did manage to successfully defend itself by asserting that as an official sponsor of McLaren it was contractually required to use official team images. It was a situation that did not bring any particularly favourable publicity to any of the protagonists. Certainly none to TAG Heuer or West and it did not show Formula One in a particularly favourable light either. (Anon Tag Heuer 2001) Although the financial impact of tobacco advertising on Formula One racing is quite clear from these figures There is also the converse argument which we have not considered yet. The sponsorship agreement locks in a sponsor for a certain finite period of time for a certain fee. But these agreements also impel the sponsors to utilise the racing team’s photographs and other images on any piece of promotional material that links them with the sport. This represents another, less well publicised impact that withdrawing tobacco advertising sponsorship would have on Formula One. It is curious that high prestige brands such as Hewlett-Packard and TAG Heuer find themselves locked into a sponsorship agreement with products that, on the face of it, you would not expect to share a particular brand image. The value of tobacco advertising to Formula One, or indeed the value of Formula One to tobacco advertising, can hardly be understated. It is only when one considers the absolute magnitude of the sums of money involved that one can fully appreciate the difficulties that Formula One would face if the tobacco advertisers were stopped from continuing their sponsorship of the industry. Despite their posturing and public statements, one can begin to understand the enormous cash vacuum that would be left if Formula One voluntarily detached itself from the tobacco industry The evolution of the current tobacco ban by the European Union The European Union’s Directive on the banning of tobacco advertising in print, radio advertising and event sponsorship by tobacco companies is due to come into force on July 31st 2005. This is the culmination of a prolonged multifaceted campaign from many sources and has many potential ramifications for both the sport and its followers. We will highlight some of the important events in the evolution of this Directive. The Directive was originally published in 1997 with the intention that it would come into force in 2005 In November 1997 The then Health Secretary Frank Dobson announced on Radio while being interviewed by John Humphries, that the government would ban all sports sponsorship by tobacco companies In March 1998 the FIA announced at the Australian grand Prix of that year that it was going to ban tobacco advertising from 2002. That would have been four years ahead of the time that it would have been required to do so by the European Unions ban on tobacco advertising. This was the so-called Melbourne Declaration. The Melbourne Declaration was a timely statement put out by the FIA as a result of pressure form the world’s media after the European Unions ban on tobacco advertising was first mooted. In essence it said that: â€Å"if presented with evidence of a direct link between tobacco advertising / sponsorship and smoking, it would act to eliminate tobacco advertising / sponsorship from Formula One†. It went on to discuss its stance of agreeing to take a responsible look at the issues involved after being presented with evidence form the British Government and other agencies and said that it was discussing the issue with the World Health Organisation (Hills 1996). It set the date of 2002 as it happened to be the date of the expiry of the Concorde Agreement between the teams and the FIA. It also stated that such a ban would apply to all Grands Prix whether in the European Community or not. By way of a reply to this, and other pressure from various Governments and pressure groups the Chairman of the FIA (Mr Max Mosley) published another document at a press conference at the Monaco Grand Prix in May 1998 which outlined the proposed mechanism for examining the evidence. One could be forgiven for suggesting that the FIA was playing for time, as there appears to be a dilution of their Melbourne Declaration, the date of 2002 is replaced with a reference to the date of the European Unions ban on tobacco advertising in 2006. â€Å"To remind you, we said that if convincing evidence were to be offered to show that the promotion of tobacco through Formula 1 racing is responsible for persuading people who would not otherwise smoke to take up the habit, then we the FIA would ourselves eliminate it before 2006. We have received a certain amount of evidence to this effect, and we are now considering the best way to evaluate that evidence. Rather than leaving the final judgement to myself, or the FIA generally, we are looking into the possibility of raising a formal inquiry, under the direction of an independent assessor, to study the evidence that has been offered.† In July 1998, ASH (action on smoking and health) wrote to Mr Mosley, who was the chairman of the FIA, to ask that Formula One should place a voluntary ban on tobacco advertising. It points out the evidence gained from documents used in various tobacco trials in the USA, that tobacco firms were targeting Formula One racing as a suitable outlet for their advertising with the â€Å"specific intent and rationale† to market cigarettes to the young. The thrust of the letter was to ask the FIA to consider the health risks that it was running by accepting the $300 million that the industry was paid in total during that year as tobacco advertising revenue. ASH asked the FIA to consider appointing an independent assessor to evaluate the evidence that tobacco advertising was a risk to health and to â€Å"take the necessary steps to end tobacco sponsorship of Formula One in 2002. â€Å" In December 1998 the FIA issued another Document in the form of a communiquà © in response to pressure for a decision from various quarters. It purports to be reasonable as it concedes that there will never be absolute proof that tobacco advertising in Formula One is responsible for young people starting to smoke. They commit themselves to an assessment on the â€Å"balance of probabilities† – he same test that is applied in a civil court of law. The FIA also states that it has not yet appointed an independent assessor. By July 1999 the FIA were still prevaricating and had not made any significant progress towards making a decision. ASH sent the FIA a well publicised and open letter in which they rehearse the rationale for the various options of decision, pointing to the fact that the balance of probabilities – although undoubtedly giving the answer that ASH wanted was not the best approach and they suggested that, in these circumstances, a precautionary approach would be appropriate. The main question facing the FIA assessment is therefore, given the very serious consequences and the authoritative views from Governments, the World Bank and others, how much evidence is needed to justify action? As in all disputes, a test of evidence is required. The FIA has asked for clear and convincing evidence but the level of conviction required to justify action is not stated. There are three possible tests: balance of probabilities basis the same test used in civil legal action. In this case the assessor would decide if it was more likely than not that tobacco advertising through Formula One increased smoking. beyond reasonable doubt basis the test used in criminal legal action. The danger with using beyond reasonable doubt is that the FIA could continue to act as if there was no relationship between advertising and increased smoking, when in fact the evidence suggested it was more likely than not that there is a link and more likely than not that lives would be lost. precautionary approach the approach increasingly used in regulation where the consequences of being wrong are serious and the evidence is complex to establish. With this approach those claiming that tobacco promotion in Formula One does not increase overall consumption would be required to make their case beyond reasonable doubt. In our view, the precautionary approach is the right way to assess the evidence. The great danger posed by smoking, and the obvious common sense idea that advertising influences teenagers and increases smoking suggests that the evidence should be evaluated to give the benefit of doubt to evidence suggesting harm. The situation is still far from clear as a fax from the Turkish National Committee on Tobacco and Health shows. Turkey has applied to have its own Formula One fixture. It is clear that the Formula One owners have put pressure on the Turkish Government as this fax shows. The Turkish Government had previously enacted a legal ban on all tobacco advertising in sports in 1996, so in order to host its own Grand Prix with tobacco advertising, it had to rush through legislation to make Formula One exempt from its own legislation. The public outcry was such that it subsequently had to withdraw this exemption and its application would have to proceed in the face of the prospect of a tobacco-advertising-free race. It is interesting to note that the FIA replied to this messeage with a totally unambiguous statement: â€Å"We always obey the law in each country we visit. In most countries, the laws are decided by elected representatives, as you say. In some countries tobacco sponsorship is allowed. In others it is not. We would not attempt to hold a Formula One race in a country where it is not allowed. The two exceptions are France and the UK, where respectively a law and a voluntary agreement are of long standing and the cars have raced without sponsorship for many years. We have ourselves voted a complete ban on tobacco sponsorship in motor sport from 1 October 2006.† The FIA clearly would not consider having a race where tobacco advertising was not allowed, but it again commits itself to the implementation of a complete ban in 2006 although it has to be said that the language of the letter strongly implies that it is a voluntary arrangement rather than one that is forced upon them by the European Unions ban on tobacco advertising Political consequences Soon after this exchange the matter took on a completely unexpected turn of events with the embroilment of the UK Labour party in the whole debacle. Both before and after the last election, the Labour Government had made manifesto promises that it would ban both tobacco advertising and tobacco sponsorship from sports in general. After a private meeting between the Prime Minister, Bernie Ecclestone and Max Mosley, the government subsequently backtracked, and announced that it had agreed that Formula One specifically was exempted from the ban as it was so heavily dependent on tobacco advertising revenue that to ban the revenue would effectively mean that the sport would be starved of cash. The move was also justified on the grounds that British employment would also be hard hit. Because Formula One is largely based in the UK, and a great deal of British technology is involved in the sport, it was argued that a ban on tobacco advertising would result in the sport leaving the UK with the loss of 50,000 jobs. They also pointed out that this would not help the anti-smoking campaigns as the sport would then move to tracks in Eastern Europe and the Far East where advertising was not banned. We should observe at this point that this statement completely ignored the contents of the Melbourne Declaration in which the sport had agreed to a voluntary ban in any event. On the face of it therefore, these arguments did not seem to be totally convincing. This was compounded by the fact that other prominent politicians such as the European Commissioner for social affairs Padraig Flynn argued against this stance by saying that Formula One leaving the UK would not cost anything like 50,000 jobs and also the market place, being what it was, new sponsors would be queuing up to take therefore place of the tobacco companies. The significance of this posturing came into the public consciousness with the hugely embarrassing revelation the Bernie Ecclestone (effectively the boss of Formula One ) had made a donation to the Labour Party of  £1 million just before the last election. It was also the case that Mr. Mosley had made a number of smaller donations as well. It later emerged that the Prime Minister had known about these donations when he had his private meeting with Mr Ecclestone and Mr Mosley. It is a well known fact that it is extremely difficult to get a private meeting with the Prime Minister in normal circumstances. The actual timing of these events is worth a closer examination, The spin-offs from this payment were obviously large as, a short time after the donation was made Frank Dobson (as we have already recorded) was paving the way for a way out for the Formula One industry He is quoted as saying â€Å"We recognise that sports are heavily dependent on tobacco sponsorship. We do not wish to harm these sports. We will therefore give them time to help reduce their dependency on tobacco† The mechanics of the negotiation seem transparent if we consider (with the benefit of hindsight) that the donation was made in August, by October 14 Dobson had sent a memo to Tony Blair advising him that there should be a comparatively longer transition period for Formula One than for other sports and two days after that was Mr Blair’s meeting with Mr Eccles

Stress Types Essay -- Papers Exploratory Stressing Problems Essays

Stress Types There are three types of stress that will be explained. At various times in our lives, one or more of these stresses may overcome us. The first of these is ?Type A? stress, which is both foreseeable and avoidable. For example, going on a roller coaster is both foreseeable and avoidable, thus, it is considered a ?Type A? stress. A ?Type B? stress is defined as something that is neither foreseeable nor avoidable. A good example of this is being hit by a baseball while watching the game. The last type of these stresses is called ?Type C? stress, and is defined as stress that is foreseeable, but not avoidable. A good example of this would be a teenager staying out too late and knowing that when she comes home, she will get into trouble with her parents. At certain times in our life, such as marriage, we may be confronted with ?Type A? stress (foreseeable and avoidable). We know, of course, that when we get married, we will have to endure this added stress. It is foreseeable because we know whether or not we will ask someone to marry us. It is avoidable because you ...

Internet Safety and Young Children Essay -- essays research papers

In today’s times, it can be hard to know what you children may be doing on computer. It is sometimes upsetting and very scary to know that someone could be stalking your child without you or him ever knowing about it, until it’s to late. There are programs out there that monitor your child’s activities on the Internet. But where are they, how much do they cost and why aren’t they advertised more? There are a couple precautions that you can take at home, without spending any money, to help safe guard your child.   Ã‚  Ã‚  Ã‚  Ã‚  Children like the Internet. They like the convenience, fun, and activities they can do on the Internet. But how safe are they really? It all depends on you and your child. When a child enters a chat room, they expect to find someone that is their own age with their interests. They may even find someone that just seems like they truly are the â€Å"perfect† friend. But beware. Pedophiles and other undesirable people â€Å"fake† who they truly are. Your child comes to trust them, and maybe in time agrees to meet them. This can lead to really horrible and unforeseen outcomes.   Ã‚  Ã‚  Ã‚  Ã‚  There are many programs out there that are designed to protect your child such as CyberPatrol and NetNanny. But remember that these mechanisms are not fail-safe, and may also exclude access to perfectly innocent material. There are also filtering features built into the popular web browsers that enable parents to limit access to only those sites tha...

Political Science – Eyes on the Prize Submission

On August 28, 1955, Emmet Til's body was found lying in the river. Two local men were arrested and charged with murder. This was a significant event during the 50's because it was very rare that a black man could press charges on a white person. Mose Wright was the uncle of Emmet Til. He said that the two men came to his door and asked if he had 2 boys from Chicago. They did this because earlier on, Emmet had walked into a store and said â€Å"bye baby† to a white woman. This was considered talking fresh. Emmet didn't know any better because he was from up north. His body was found maliciously beaten and it was barely recognizable. Emmet's mother insisted on the body being shipped back up north for an open casket funeral. The picture of his casket was published in Jet Magazine. Roy Bryandt and the girl's brother-in-law were the one's arrested for committing this horrible crime. During the court case the blacks were forced to sit together and away from everyone else. It took the jury one hour to find these men not guilty. Martin Luther King, jr. was asked to head the boycott and Montgomery Improvement Association. Coretta Scott King, MLK's wife, testifies that he was weary at first of accepting this position because he wasn't sure if he was qualified enough. He was a new minister and a young man. He finally came to the conclusion that if no one else would do it, he would accept the position. While the members of the Montgomery Improvement Association were on a bus ride, shots were fired at them. Martin Luther King, jr. and ED Nixon's houses were both bombed. The Montgomery Improvement Association also headed the bus boycotts. James Meredith was a young black man that applied to a University in Mississippi. Medgar Evars was the head of the Mississippi State NAACP and counseled James Meredith through this troubling time. After a long fight, the court ruled James Meredith must be accepted. (He was of course qualified. ) On September 20th, Governor Barnett personally flew up to the University of Mississippi and turned James away. On September 25th, James tried to register at the Jackson location and again, Governor Barnett was waiting and also blocked the door entrance so Meredith could not even enter. On Saturday the 29th, Ross Barnett had an engagement to attend to. He was the half time speaker at a football game. On Sunday, September 30th, 100 US marshals were sent to help James Meredith register. President Kennedy was to make a speech in the state of Mississippi also. At 8:00 Mississippi University turned into a battlefield and no one even heard the President's speech. The mob targeted the media but the marshals were instructed not to use guns. 35 marshals ended up being shot and 2 people were killed. James Meredith finally registered at a private office in Oxford and contested this; â€Å"I've been living a lonely life for a long time. † Brown v. Board of Education ruled segregated schools were unconstitutional under the 14th amendment. NAACP shut down schools in Alabama due to white violent resistance. Aubrey Lucy was a black female and went to a white college. Riots caused the board to suspend her temporarily. She ended up being expelled. President Eisenhower thought this of the desegregation of schools, â€Å"Too much, too fast. † The desegregation of schools and getting whites to comply with it got so bad that in Little Rock, Arkansas national guards had to be brought in to sustain the peace. Central High School in Arkansas only admitted white students. 8 blacks went to register on the first day, accompanied by their parents. The National Guard turned these students away as their presence would surely cause a riot. Seven of the eight black kids had made arrangements to walk to school together. Elisabeth Eckford had not heard of this arrangement. She walked alone to school and met a mob. She would not speak to the press at all. She sat down on a bench, shocked, amazed and afraid. The first peaceful sit-in occurred in Nashville, Tennessee. One day, black students entered the diner and sit at the counter where they were not allowed. They sat there and did homework, talked, and would not leave until they were served. A recollected memory from one of the black women at the sit-in is that of a white waitress who repeatedly kept dropping dishes. She was so frightened that she just dropped one dish after another. Once black students were tired of sitting, others would come in their place. This went on for 3 weeks. 80 demonstrators were arrested and charged with unorderly protest. After this, the blacks decided to not buy from downtown. After 1 month the boycott closed a lot of stores down town. Blacks who worked down town were struck by random acts of violence. A car struck Z. Alexander Lubee's house. He was a man who defended the protesting students. 147 windows in the medical college across the street were shattered because it was so loud. Freedom rides were bus rides in which interracial passengers sat backwards and drove through the south. For example, the blacks would sit in the front and the whites in the back. They wanted to create a crisis so the government would react and enforce the law. The first freedom ride was on May 1st 1961. 7 whites and 6 blacks were to be the first freedom riders in Washington D. C. The night before the ride they all sat down to have dinner. One freedom rider recalls that it was kind of like â€Å"The Last Supper. † More and more freedom rides continued and on the first occasion, mobs firebombed the bus and blocked the exit. 12 riders were hospitalized and the bus was of course destroyed. Gov. John Patterson of AL said, â€Å"Stay home, fools! † The FBI had information that the busses were going to be attacked but did nothing. Patterson refused to provide protection for these riders. 40 miles away from Montgomery there was no protection for these riders. MLK telephoned Kennedy to tell of the violence. Patterson then said he couldn't guarantee the safety of MLK Jr. George C. Wallace was the governor of Montgomery Alabama in 1963. He was strict, severe, a segregationist, and a racist. He was closely affiliated with Eugene â€Å"Bull† Connor. â€Å"Bull† Connor was a KKK member and the commissioner of public safety in Alabama at the time. Also, during this time the freedom riders were attacked on Mother's day. People looked upon it as these students ruined mothers day and disgraced them or some nonsense like that. SNCC (Student Nonviolent Coordinating Committee) and SCLC (Southern Christ Leadership Council) were two student groups that fought for civil rights. These two organizations at one time spawned a rivalry for one another because SNCC supposedly wanted more attention. During the times of these organizations was a movement called The Albany Movement. In conjunction with the Albany Movement 500 people were jailed. Laurie Pritchett was the chief of police in Albany at that time. He made sure that the jails would not fill up from the mass arrests that were being made. He stuffed 65 people in a cell built to hold only 10. Arrested persons were also sent to jails in other towns to make sure there was enough room for all. In July 1962, MLK Jr. as sentenced to 40 days in jail. He was however, released 3 days later. His bond was paid at Pritchett's request. The Albany Movement continued on without MLK Jr. for the time being. MKL Jr. was depressed at the fact that Albany was still segregated. Bull Connor also tried to run for mayor in this time but lost. The SCLC organized â€Å"project c† confrontation. The headquarters would be at 16th street Baptist Church. The goal was for demonstrations to target 3 main stores down town. 21 people were arrested the first day in Birmingham. Also, during this time there were 2 mayors and 2 governments in Alabama. One government would just not leave. This was a major cause of the unorderly conduct in Alabama. Connor remained head of police in Birmingham AL. Demonstrations continued and badly affected businesses. Courts finally ordered the demonstrations to stop. MLK Jr. along with SCLC planed the second phase of project C in room 30 at the Gaston Motel. Children led phase 2. They were kept out of school and told to go and protest/demonstrate. Connor brought in police dogs and turned fire hoses on the kids. Finally, the jails filled up and there was an agreed one-day of truce. Friday May 10, 38 days after project C, The Birmingham agreement was made. After this, police still beat blacks and blacks in turn rioted. The March in Washington had 200,000 people show up. It went from the Washington Monument to the Lincoln Memorial. Some speakers even rewrote their speeches as not to ruin Kennedy's proposal. MLK Jr. gave his â€Å"Let Freedom Ring† speech and was from this point on seen as the true leader of the movement. On September 15th, the 16th street Baptist Church was bombed and temporarily halted the project. 15 were injured and 4 kids were killed. The freedom summer in Mississippi was a basic invasion. It was designed to â€Å"open up† Mississippi. People risked beatings, arrests, and their lives. William J. Simmons of the White Citizen's Council wanted to protect the white way of life. The Citizens Council opposed integration. Ross Barnett, a racist, went so far as to foreclose mortgages and punish whites that went against him. He denied loans and passed white-only laws. Blacks outnumbered whites 4-1 in some counties. 1961 was the last of the freedom rides and the end of Freedom Summer. Medgar Evars traveled to Mississippi to help organize the boycott on Capital Street. Hundreds were arrested for marching in the demonstration. After Kennedy's strongest speech on civil rights in 1963, Medgar Evars was shot in the back in his own driveway after getting out of his car. The wife and kids were inside and as soon as they heard gunshots, hit the floor, as previously rehearsed. His wife came out shortly after to find her husband dead. It was concluded that a member of the White Citizen's Council shot Medgar Evars. There were 3 men, Goodman, Chaney, and Schreoner, which drove to investigate the burning of a black Methodist Church. At around 3 O'clock their blue Ford station wagon stopped outside Philadelphia by the sheriff, Ceasil Price. They were released at 10pm but that was the last anyone saw of them. They disappeared and Johnson issued a search and FBI involvement. Hoover of the FBI said he wouldn't protect people and that it was a matter to be dealt with by local authorities. 6 weeks later the bodies were found and Chaney, the only black man in the group, had a fractured skull. Dave Dennis of CORE blames the people who committed this crime just as much as those in Washington for not supporting or enforcing their laws. Everyone knew the men who committed this crime would be found not guilty because they were white. During this time 80 arrests were made and thousands of arrests were made. After this, President Lyndon B. Johnson signed the 1964 Civil Rights Act. SNCC opened 41 freedom schools in Mississippi. Whites were now teaching blacks and living in black homes. Civil rights workers invaded the state. As soon as the Voting Rights Act of 1965 was signed blacks lined up to register to vote. They were told to move to the sidewalk. Less than 1% of blacks were able to register to vote. Sheriff Jim Clark arrested Amelia Bointon, a highly respected community leader during this time. This caused 105 teachers to protest down at the courthouse (Teacher's March). This occurred in Selma, AL. Clark was confronted in the courthouse about his brutality towards blacks. He said he didn't know what they were talking about. The Selma to Montgomery march was a response to Jimmy Lee Jackson's death. A state trooper shot Jimmy because he wanted to protect his mother. Marchers were beaten. One white that marched with the blacks was badly injured. He was told there were no doctors for â€Å"people like him†. SCLC opposed the march but 600 people gathered to march anyway. The marchers crossed over the Edmund Pettus Bridge and there were state troopers waiting for them on the other side. The marchers were ordered by Wallace to stop or brutality and tear gas would be enforced. MLK Jr. asked if they could sit down and pray, which they did. He then ordered the marchers to get up and turn around to avoid the fight. SNCC called this turn around a sell-out. Stokly Carmichael of SNCC withdrew from the Selma Campaign.

Analyze an organization’s media communication activities Essay

The objective of this project is to analyze an organization’s media communication activities. The work must use concepts, models, and theories to support and critical the company’s website. It should be critically assess + evaluate and use strategy to analyze. The author should review it as a marketing professional specialist and knows how, when, and where the organization use digital media to communicate with its audience, customer, stakeholder, and public. Executive Summary: P&O Cruises uses a maturity website to distribute and communicate (Fill, 2002). It is a fabulous website that uses a lot of tools from personal communications (PCs) to support their offline marketing (Hartley, 1999). Once customers surf its website, they could get information they need easily. The website becomes a distributed channel for the business. It is in the highest level of scenario 4 (Doren, 2000). Information on website is variety and useful that helps offline media and lures more customers to join the P&O Cruises with rational exchange (Fill, 2002). P&O Cruises – Background P&O Cruises is one of the cruises belonging to Carnival Corporation & PLC. There are 13 distinct brands of cruises all over the world are operating by Carnival Corporation & PLC; P&O is one of them. P&O is not as same as its name belongs to the P&O group (Peninsula and Oriental steam Navigation Company); for it was demerged into Carnival public limited company on 23 October 2000, and has changed its name to Carnival Public limited company on 17 April 2003. P&O Cruises now is the largest premium cruise brand in the United Kingdom. See the list as below. Carnival Corporation Princess Cruises & Carnival plc P&O Cruises were belong to Ocean Village P&O Princess. Swan Hellenic Cruises plc AIDA P&O Cruises Australia Carnival Cruise Lines Holland America Line Windstar Cruises Seabourn Cruise Line Costa Cruises Cunard Line A’ROSA Main Report: Marketing mix†¦ Product P&O Cruises currently owns four types of ships – Aurora, Oriana, Oceana and Adonia. Each of them gives different atmosphere and personality to customers. They are service, facility and quality oriented. Mostly, customers who are attracted to join P&O Cruises are through travel agencies to get tickets no matter a set of schedule or connections with flights or another cruise. If customers who are interested in P&O Cruises, P&O Cruises also use different brochures to introduce its â€Å"products† to them. P&O Cruises builds a marvelous introduction of its products on the website. There is a column of their ships in directories of its website introducing each of ships’ details by clicking any icon of them (Chaffey, 2000). There are also other links connecting to these four ships that makes customers easily check to P&O Cruises’ ships (main products) whenever they want. The website builds a good cognitive environment to customers who are like ship, boat, cruise, and adventure. Most fantastically, customers could find what each deck looks like by 360i panoramic tour. After customers â€Å"learn† about these ships, they enable to feel more about these ships by â€Å"fun stuff† sector, which involved games, videos, and pictures (screensaver and wallpapers) to addict customers affective (Fill, 2002). Promotion P&O Cruises is not a company which uses all of the marketing communication tools to communicate with its target audience, but it uses its promotion tools well to achieve its customer needs and to explore its market opportunities (Chaffey, 2000). 5 main elements of the promotional or communications mix of P&O Cruises are analyzed as below (Fill, 2002): 1. Advertising (Off-line) P&O Cruises has TV advertising displaying during summer time or the beginning of the year. Customers who haven’t seen the advertisement on TV could also enjoy the advertisement on P&O Cruises’ website; to the â€Å"Fun Stuff-Videos† to view the version of its â€Å"Sh-boom† advertisement. It’s an advertisement with affective (Fill, 2002). Besides TV advertising, P&O Cruises posts its advertising on newspaper as well. (On-line). There are many agencies selling P&O Cruises’ tickets on line; they help P&O Cruises build a perfect advertisement system. If someone who is interested in cruises, they will easily find out the name of P&O Cruises on many websites building by travel agencies. Customers are able to easily book a cruise through any ABTA travel agent; there are about 16 agent’s linking to P&O Cruises and helping customers to book tickets in different areas. Although many websites all connecting to the name of P&O Cruises, it is difficult for people who want to buy the ticket right through P&O Cruises’ website. 2. Sales promotion (Off-line) (On-line) P&O Cruises’ is targeted. It divides into consumers and the sales forces of both P&O Cruises’ and its agents (Fill, 2002). The sales promotion P&O Cruises uses is by the timing when customer book for their tickets. The earlier they book for cruises, the more discount they will have. It uses the method of price reductions to motive its sales in the early stage (Fill, 2002). P&O Cruises also sets up the Portunus Club for customers who re-join to the P&O Cruises. There are Ruby, Sapphire, and Gold tiers for different types of customers. Customers could get points for their discounts when they had joined the cruises and also discounts to any other consumption on the ship. The method builds customer royalty; it is referred to as a ‘points accrual programme’ that helps the company keep customers loyalty for preventing them from moving to P&O Cruises’ competitor (Fill, 2002). The Portunus Club has not only increased the amount of customers, but also maintained those current customers well (Raaij, 1998). 3. personal selling (Off-line) P&O Cruises’ tickets are sold through personal selling or other travel agencies. Customers buying tickets can either from agencies or directly make a phone call to the P&O Cruises as the telemarketing. It is a good method for the company itself uses lots of personal selling on promotes their ticket, for it is a method always interactive to customer and company. And â€Å"Consumers may talk to and obtain answers from ‘real’ persons or from machine interaction† that helps P&O Cruises directly being aware of what customers wants and what they need (Raaij, 1998). (On-line) On the website, customers who are interested in any trip and willing to join the tour could book on line by leaving the messages to the reservation team. Besides, it’s very easy for customers to find the ticket selling on website from different agencies in different areas, and then buy the ticket based on customer needs. 4. public relations (Off-line) The means of PR of P&O Cruises is announcing news on newspapers. It mostly tells people about its schedules, timetables and its new ship or company information on travel pages or events column. P&O Cruises owns a press center to run for its news. (On-line) Customers could also find out their news through news websites, travel agents or the websites connect to sailings, such as, â€Å"what you need to about† or â€Å"scoop agents† (two website names). Moreover, there are numbers of news P&O Cruises showed to the public and listed on its own website. It is â€Å"press centre† in â€Å"the company† section. For people who are interested in to P&O Cruises and want to know more about its reputation, besides company introduction, they could attain more information on this section. 5. direct marketing (Off-line) (On-line) P&O Cruises uses direct marketing through ABTA agents and many other travel agencies where they sell cruises’ tickets. It connects to personal selling to use different types of tools to achieve the needs of customers. It uses e-mail (member confirm) and through post-mail (brochure sending) to directly send the information to customers.   Place P&O Cruises, the Britain’s leading cruise operator, customer aboard its shipping at Southampton, UK or fly on a scheduled or P&O Cruises’ charter flight to any of its 25 destinations all over the world. All ships cruise Europe in the summer, and in winter Aurora and Adonia embark on round the world cruises while Oceana and Oriana tour the Caribbean. Places are stabile in different places by annual schedules; depended on where customers plan to go abroad. The headquarters is in Southampton, but usually people usually book tickets at agencies instead of heading for P&O Cruises’ office. If people who would like to book tickets online, they could go to www. pocruises. com or through links on any ABTA agents to buy tickets. Agents are viewed as the P&O Cruises’ retailers. This method helps P&O Cruises reach its sale targets by selling tickets to many other segments in different areas and places. The channel of its distribution is producer –> retailers–> consumers (Blythe, 1998). Price P&O Cruises sets its price at the moment when customers buy tickets. The company uses different brochures to attract customer to join its cruises business. Customers could save as much as money if they book earlier according to the timetable set up by P&O Cruises. Customers could save up to 5%~45% discounts for early booking, depending on availability, and its reward for those who book early. P&O Cruises named it as â€Å"pricebreakers†. Besides, price differs from different cabin type and grade that customers choose. It is very easy for customers to find the price on the website or by the brochure which customers could also easily get by request online. * DRIP – P&O Cruises (model by Fill, 2002). P&O Cruises’ communications have need to: â€Å"Differentiates† itself by it is one of the oldest cruises company which form of British to attract customers who enjoy in English style. â€Å"Remind and reassure† its customers by telling them that the leisure cruising business was started by P&O in 1844. The step helps the company acquire trust from customers Oldest = standard = traditional (British) ? â€Å"Inform† the consumers by educating them that P&O Cruises is the company with offering high quality but middle-low price to customers â€Å"Persuade† to the consumers that althouthg P&O Cruises is the oldest company, it has most modern fleet of ships in the UK. Scenarios In order to know how a company created a website on line to present its own products through the internet, the company needs to define the level of commitment it wants to reach (Doren, 2000). There are 4 possible scenarios for promoting on the internet. P&O Cruises is belonging to the highest level 4, because it offers on-line ordering of products and services. The product P&O Cruises supplies to customer is not the tangible things that customers could touch but services and facilities on cruises. So the company tries to present its product through the website. P&O Cruises uses web cam, lots of 360i panoramic tour and many of pictures on its website to interact with users. Moreover, there are images, screensavers and wallpapers of its 4 ships for customers to download. The usages of multimedia presentations also reach facilitation as a web promotion; it enables a more personal, one-on-one approach with the internet user (Doren, 2000). According to the four possible scenarios lists, P&O Cruises does make a high extensive interaction with its customers through its website. The web site of P&O Cruises may be high costs, but it could attract more customers order on line.