Principles of Marketing: Individual Assignment Essay

‘Healthcare Marketing: What is Salient? ’ was written by Mary J. Kay from School of Business, Montclair State University, Montclair, New Jersey, USA. The purpose of the research is to develop a perspective on what is â€Å"salient† or critical to the discipline of healthcare marketing by analyzing and contrasting the consumer perspective with the organizational perspective. Based on the research report, in a complex institutional environment there is an existence of healthcare marketing. The difference of healthcare system in organizational and business structure significantly affect many priorities. In healthcare system, marketing significantly affect it. Thus, marketing are important and can play a role in the healthcare system – it provide the healthcare service and at the same time aiding the health information for consumer. The healthcare organizations usually will face many types of marketing problems due to organization and technology issues; and changes of health problem. So, this research discussed about the salient issues that are faced by healthcare marketing practitioner through contrasting it with consumer or patient perspective to the organizational perspective. From the consumer viewpoint, healthcare issues are important for them. The salient issues are framed in terms of cost and quality. The consumers are depending upon ‘trusted experts’ to evaluate the quality of the health services. The consumers need the quality of health services since they do not have any knowledge regarding the quality of health services. In their health decision, they are reluctant to accept lower quality of health services. Thus, critical or life-sustaining care should never be perceived by healthcare organizations because if they do, it will put a risk to organization’s reputation. For many critical treatment choices, consumer or patient always confront a lack of accessible of information to decide which brings the most benefits for them. In addition, there are many advanced technology that made new choices in testing that contribute to further decision dilemma. Also, choice is increasingly constrained by increasing in health insurance plans or national health programs. Thus, consumers need assistance to understand the critical components of medical care and regarding their decision. The pricing of the healthcare services is usually frustrating from the consumer perspective. High billings are especially troubling to the consumer or patients. Without a doubt, the quality, cost, and effectiveness of healthcare systems are complex interrelated matters that are difficult to understand. From the healthcare organization viewpoint which also involves doctors and staff, they are the ones who work harder to provide quality service, armed with medical knowledge and faced changing medical procedures. Quality is the main healthcare organizational priority but priority can be manifested differently in different healthcare organizations. The problems in fulfilling the demand of quality are difficult. There is some way that improving healthcare quality which is the doctor can be guided by good scientific practices which can be called as ‘evidence-based medicine’. But, there is a problem regarding this because of complexity of medical knowledge. Another way to improve the quality of healthcare services is by scientifically weighs the efficacy of differing treatment regimes. Through the system, the doctors are compulsory to utilize scientific databases that provide accurate information as to which treatments are working or not. Next, the quality priority shift due to technology advance. By advancing technology, the health priorities change as the root causes of health problems and new health threats come to light. Marketing for healthcare organizations is only managing the perception of quality by responding to customer satisfaction concerns. But, organizations also need to optimize real health outcomes. The quality of healthcare organizations needs to be understood in the scope of rising costs and changing treatment regimes. There are many issues related to medical industrial complex or can be describe as medical system. Firstly, issues according to positioning and resistance to change. ‘Affordable care’ is now the marketing buzzword used to justify any new ways in healthcare. This ‘affordable care’ is proposed by the government or politician. As the players in the medical system increased, it’s hard to change. The importance of strategies to develop a political consensus among the fragmented players in the healthcare system is apparent. As institutional processes and bureaucratic procedures become entrenched, healthcare systems are even more difficult to change. As a consequence, healthcare marketing, especially the type that would usefully improve health outcomes has become complicated by systemic problems due to the structure of the healthcare system. Next issues are about systemic problems. The systemic problems of healthcare can be examining through spending figure. Healthcare costs are higher due to the wage requirement. As an example in United State, the doctors are paid much more than their counterparts in other countries. Medical test and procedures are employed more frequently. USA is the major profit centre for pharmaceutical companies, who are able to price their products higher due to any lack of price controls. As medical costs are shifted to hospitals, the effect is to raise costs to other services as the burden is shifted to paying customers. As the cost is rising, it leads to many effects. The effects are health insurers and health management groups do not necessarily improve the overall the efficiency of the healthcare system. Market solutions are not apparent when it comes to healthcare. Thus, there is a dilemma in health reform. In the prospects for healthcare marketing, it has certain important contribution. There are two broad healthcare marketing problems which are relevant that would stand a chance of improving healthcare. The first is the important problem of consumer access to information that would improve patient healthcare decision-making. The second is the problem of the organizational diffusion of information which providing better access to â€Å"evidence-based medicine† to improve healthcare practice. Better publicizing treatment information and setting standards could improve healthcare and the role of marketing to positively affect health outcomes through promoting awareness of disease prevention measures is highly important. Some changing also may lead to the cost and organizational problems. Target marketing, specialization and fragmentation are important in maximizing health outcomes. The discipline of marketing provides tools and techniques for companies to profitably target consumer segments. Certain healthcare organizations have been able to profitably and effectively maximize the quality of outcomes for particular patient groups and in the process, have become increasingly specialized. However, as the healthcare system grows fragmented and specialized, issues of both cost and quality have been raised. Through DTC advertising and new marketing concerns, the educational quality of DTC can motivate discussions that enhance visit efficiency, patient/physician trust, patient satisfaction, or health outcomes. They found that while consumer attitudes are largely neutral, physician are usually negative, being distrustful of pharmaceutical promotions. There is new challenge in healthcare marketing. But, there are also ways to facing it. Public awareness of marketing campaigns can have an important impact. Given the behavioural aspects of many health problems, however, promotions alone can have limited effectiveness. Persuading people to change behaviours is a much more difficult problem than informing them about risks. Moreover, funding for better health awareness needs to be reconsidered as a public spending priority. Consumers (and their employers or insurers) make healthcare decisions within quasi-market system, and better access to salient healthcare information is clearly needed. Organizations clearly need to critically review treatment delivery systems to avoid mistakes and improve quality. Both consumers and healthcare organizations would benefit from more transparent systems to support healthcare decisions. The marketing challenge in healthcare is to develop and sustain better healthcare relationships for consumers. In my opinion, the marketing in healthcare systems is very significant due to its important role in providing the healthcare service also aiding the health information for consumer. In addition, healthcare organizations usually will face many types of marketing issues and problems as organizations, technologies health problem keep shifting and changing. The healthcare industry should engage in new thinking in understanding about their customers. They should find inspiration from other industries by scrutinizing the competition, health reform, consumer demands or the way they get to know their customers, moving beyond basic transactions and embracing their patients. Several service industries outside of healthcare are helping shape healthcare consumer experiences and expectations. Today’s technologically savvy consumers prefer to do their own research when selecting a doctor, investigating treatment options, and making major health care decisions. Targeted marketing also enables organizations to tailor communications to each stage of the member relationship. By identifying customer needs and be more prepared for the challenges and focused on raising the benefits of the healthcare services would markedly result in customer satisfaction and loyalty. Such situation can be illustrated by the recent big news when famous actress Angelina Jolie announced in a New York Times op-ed article on Tuesday 14 May 2013 that she underwent a preventive double mastectomy after learning that she carries a mutation of the BRCA1 gene, which sharply increases her risk of developing breast cancer and ovarian cancer. She signifies the empowered patient by deciding to be proactive in her health decision making!

Cognitive Approach to Psychology

Shane Galvin-061 AT-Applied Psychology Shane Galvin Class: 061/AT Applied Psychology Teacher: Carol Neenan Title: Psychological Perspective Word count: 3121 The Cognitive Approach to Psychology Contents Page 1 – Contents Page 2 – Introduction Page 3 – History Page 4 – Cognitive Psychology and Cognitive Science Page 6- Research methods i) iii) v) Reaction time Studies Eye Tracking Studies Psychophysics ii) iv) vi) Priming Studies Lateralisation Studies Single-Cell Studies Page 8 – Memory Storage and Models Page 10 – Therapeutic Applications Page 11 – Evaluation Page 12 – Bibliography Shane Galvin-061 AT-Applied Psychology The Cognitive Approach to Psychology What is Cognitive Psychology? Literally, ‘Cognition’ means knowing, but in the greater framework of Psychology, Cognition is thinking, perceiving information, understanding, construction and presentation of an answer to a question. Essentially, cognition is a ter m for the use of our mental processes. â€Å"Cognitive Psychology is the study of higher mental processes such as attention, language use, memory, perception, problem solving, and thinking. † (Gerrig & Zimbardo. 2002) Cognitive Psychology uses scientific methods and scrutiny to develop a deeper understanding of the human mind, rather than the brain, a methodology perhaps adapted from Behaviourism, in which modern Cognitive Psychology holds its roots. Yet, unlike behaviourism, which only focuses on observable behaviour, Cognitive Psychology is also concerned with internal mental states. 2 Shane Galvin-061 AT-Applied Psychology History In 1932, Behaviourist Edward Tolman published his book â€Å"Purposive Behaviour in Animals and Men† In his works Tolman studied rats in a maze, in which food was placed at the end of the maze.In the initial phase of a test, the rat would not be hungry while first entering the maze; this would allow the rat to learn where the food would be and to associate a certain location with the prospect of food. Of course, being armed with such a primal survival instinct would influence the rat to learn and adapt quickly. The rat would move in the general direction of the food as opposed to a specific pathway and Tolman observed that the rats were able to use untrained routes towards the food.This meant that rats had an ability to learn, beyond mere survival instinct and presented a problem for radical behaviourism. Whether Tolman knew it or not, both he and his rats were laying down the groundwork for modern cognitive psychology. Tolman theorized that the animal had developed an image of its environment that it later used as a reference when finding its food. This is called a â€Å"Cognitive Map† i. e. , the rats showed use of their cognitive map by reaching a goal (food) from a number of different starting points.The rats had no instinctive information of the maze and no stimuli that would condition it to have knowledg e of the maze, in other words; the rats learned about their environment and stored the information. This helped to establish some basis for memory storage, learned behaviour and analytical methodology for Cognitive Psychology and would help Psychologists prepare for the â€Å"Cognitive Revolution† of the 1950’s where Cognitive Psychology and its principle areas of research begin to become defined. 3 Shane Galvin-061 AT-Applied PsychologyThe Term â€Å"Cognitive Psychology† came into use in 1967 in the book Cognitive Psychology by Neisser. â€Å"†¦ the term cognition refers to all processes by which the sensory input is transformed , reduced, elaborated, stored, recovered and used†¦ it is apparent that cognition is involved in everything a human being might possibly do; that every psychological phenomena is a cognitive phenomena† (Neisser, 1967) Perhaps it was the invention of the computer that gave Cognitive Psychology the most credibility.For t he first time in history, mankind had something to which it could compare with the human brain or mind, and gave the cognitive approach its terminology. By being able to study a simpler artificial construct, psychologists now had the opportunity to learn more about cognitive processes. â€Å"Cognitive psychology focuses on the way humans process information, looking at how we treat information that comes in to the person (what behaviorists would call stimuli), and how this treatment leads to responses. In other words, they are interested in the variables that mediate between stimulus/input and response/output. (McLeod, 2007) Cognitive Psychology and Cognitive Science Part of the effect that the cognitive revolution had on its approach is the amalgamation of techniques and ideology’s from other distinct areas of research and study such as linguistics, computer science, developmental psychology and cognitive psychology. It seems as though it is a reaction to the ‘stimulu s-response’ methodology and mode of interpretation espoused by behavioural scientists. Noam Chomsky theorised that the brain had a centre for language acquisition that went beyond what could be explained by behavioural psychology.Jean Piaget had laid out stages of cognitive development that children go through which again could not be explained within the framework of Behaviourism. Computer scientists provided a new way of comparably examining the brain by using computer processing as a method to conceptualise brain processing. â€Å"These scientists maintained their own distinct methodologies†¦ but they held together and remained united in their interest in cognition and in their goal to bring the scientific study of these processes to light. This scientific collective became known as cognitive science† (Solso, et al. 2008) In modern times cognitive science relies on computer science, philosophy, psychology, neuroscience, linguistics and anthropology. Cognitive s cience is heavily influenced by computer science; in computer modelling it is possible to construct and test cognitive models, in the form of artificial intelligence (AI) which has leaked into popular use in the form of interactive technology such as video gaming. 4 Shane Galvin-061 AT-Applied Psychology But it is of particular benefit to psychologists because they can test certain, although limited, cognitive models and theories based on computer models.Cognitive Psychology uses a combination of techniques adapted from other areas of research in order to research its own theories, thus we have an intrinsic relationship between cognitive psychology and other methodologies as illustrated in Gardner’s Hexagon. The diverse range of methodologies in the cognitive approach allows researchers and clinical psychologists to approach problems, issues and hypotheses from a multitude of different backgrounds and allow a wider range of scrutiny to verify their findings in keeping with sc ientific inquiry.Ultimately this allows the cognitive scientist/psychologist to create models of predictive capability that are reproducible which, in Psychology, allows for a greater understanding of the human mind and its mechanisms. 5 Shane Galvin-061 AT-Applied Psychology Research Method’s The research methods of cognitive psychology observe and record how we take in information from the physical world, the response time of reactions and how we process this information to perceive it. â€Å"The method’s of cognitive psychology stem from those used by early German researchers studying memory, association and processes.These tools became a mainstay of experimental psychology. As cognitive psychology began to form and become interdisciplinary, methods from other research fields were borrowed and modified for use in the study of cognitive processes. Research methods are the tools by which we come to know and understand, as well as test ideas and develop new ones. â₠¬  (Solso, et al. , 2008) i) Reaction Time Studies: Reaction time studies are used to study cognitive processes and seem to be a defining methodology in the cognitive approach.An example is Donder’s complication studies, in which a subject’s response speed to a white light being turned on was recorded and compared to a yellow light being turned on. Researchers believed early on that the time difference between the two responses could have been attributed to additional processing that it took to differentiate the yellow from the white light. â€Å"Reaction time studies fundamentally rely on the assumption that cognitive activity takes time and that one stage is completed before the other starts. † (Solso, et al. , 2008) ii) Priming studies:Priming studies have been used by psychologists for quite some time. With the invention of computer technology, specifically brain imaging technology, priming studies are becoming more popular. â€Å"In priming studies a stim ulus is briefly presented (a prime) and then, after a delay, a second stimulus is presented and a participant is asked to make some judgement regarding the second stimulus, such as, â€Å"Is the second stimulus the ‘same’ as the first? † (Solso, et al. , 2008) There are two types of priming effects. The Semantic priming Effect and the Object priming effect.The Semantic priming effect is that by activating one item, the acceptability of the second item is enhanced. The Object priming effect is typically in two stages. The first stage is the presentation of an object. This is followed by an interval that may be as short as a millisecond or as long as several months. In the second stage an object similar to the first object is presented, it could be changed, degraded or rotated etc. The participants’ accuracy in remembering the first object is then measured and sometimes the reaction time is measured as well. Tulving & Schacter, 1990) 6 Shane Galvin-061 AT-Ap plied Psychology iii) Eye-Tracking studies: A large portion of the brain is used for interpreting and processing visual sensory information. Researchers have developed techniques to track the movement of eyes in order to determine where a person’s eye is fixed which in particular helps to study people reading, what sentence they are looking at and where they look next. Eye-tracking studies have helped researchers to discover that people who have dyslexia have different eye movements to people who do not have dyslexia. v) Lateralisation Studies Lateralisation studies developed from the idea that the two sides of the brain are responsible for different cognitive functions, in an effort to localise functions within the brain, Broca and Wernicke’s area’s ( centres that are responsible for speech and language) are located on one side of the brain, the left side, this implies that the brain has localised area’s for different functions, these studies were partic ularly important in the area of memory study and studies of amnesiac patients, through the methodology used in lateralisation studies, i. e. riming type tests, and brain imaging we know that the hippocampus is responsible for memory, although there are two hippocampi. There are also more invasive techniques used in lateralisation studies using patients with extreme epilepsy undergoing preventative surgery whereby the corpus collosum, the fibre’s which connect the hemispheres of the brain, are cut. v) Psychophysics Psychophysics is the scientific study of the relationship between stimuli and the sensations and perceptions evoked by these stimuli. (Solso, et al. , 2008) Psychophysicists are interested in perceptual thresholds.For example in Weber’s study of perceptual threshold’s he tested a person’s ability to detect weight. If a person was holding a weighted object, how much weight could be added before the person could detect and perceive the difference in weight. vi) Single-cell Studies Single-cell studies are typically conducted in animals as opposed to humans because of their invasive nature. Hubel & Wiesel, who were awarded a Nobel Prize for their 1959 research, mapped the visual cortex of cats. This research involved the opening of the skull of the subject.They had theorised that because single cells communicate with each other via electrical impulses then it would be possible to probe these single cells with a an extremely fine meter to measure the amount of electrical activity in a cell without damaging it, thereby allowing them to evaluate perceptual experience at a cellular level. Hubel & Wiesel basically restrained a cat , opened its skull, probed it’s brain and then showed the cat 7 Shane Galvin-061 AT-Applied Psychology moving images and kept probing until they could record the level of cellular electrical activity.This gave us an insight into how we visual perceive the world and the physical action that takes pl ace in the brain. (Solso, et al. , 2008) Memory, Storage and Models Cognitive Psychology is viewed as a pure science, its accepted theories on memory, for example, are based on laboratory experiments with demonstrable results as well as solid work in case studies. For example the Multi store Model (MSM) by Atkinson & Shiffrin (1968, 1971) cited by (McLeod, 2007) attempted to explain how information is transferred from Short Term Memory to Long Term Memory.This model views sensory memory, STM and LTM as â€Å"permanent structural components† and suggests that memory is made up of a series of stores. MSM likens memory as information flowing through a system. Information is detected by the sense organs and enters the sensory memory. If attended to this information enters the short term memory. Information from the STM is transferred to the long-term memory only if that information is rehearsed. If rehearsal does not occur, then information is forgotten, lost from short term memo ry through the processes of displacement or decay. McLeod, 2007) This model has influenced the study and research of memory and is supported and informed by studies of retrograde and anterograde amnesia. The Working Model of Memory (Baddely & Hitch, 1974), shows that short term memory is more than one store and consists of different components. Similarly, in long term memory different kinds of memory such as addition/subtraction, how to play chess or what we did yesterday are not stored in one ‘hard-drive’ type long term memory store. There are different types of memory, episodic (memory of events), procedural (memory of how to do 8 Shane Galvin-061 AT-Applied Psychology hings) and semantic (general knowledge). This model of memory espouses that rehearsal is the process whereby by we transfer information into Long term memory but that it is not necessary to rehearse in some cases. . We know, now, that the part of the brain that deals with memory is the hippocampus; it i s part of the limbic system and deals with short term memory and long term memory, as well as spatial functions, the hippocampus is shown in this diagram. As we can see, there are hippocampi; there is a hippocampus in both sides of the brain. The hippocampus is part of the cerebral cortex and is located in the medial temporal lobe.Damage to the hippocampus can result in a person being unable to store new memories and is quite devastating to a person’s quality of life. In the case of Clive Wearing, based on Baddely, 1990; Blakemore 1988 as cited in (Gross, 2010), who suffered from anterograde amnesia, we can see the effects of damage to the hippocampus, in this case caused by a rare brain infection caused by the cold sore virus (Herpes Simplex). Mr. Wearing lives almost as if he is frozen in time, constantly believing he has just woken from years of unconscious sleep. He retains developed skills, for example he was the chorus master of the London Sinfonietta.Unfortunately for Mr. Wearing his ability to recall memories from earlier in his life is extremely patchy, at best. Atkinson and Schiffrin regard the kind of memory Deficits displayed by Clive Wearing as ‘perhaps the single most convincing demonstration of a dichotomy in the memory system’ (Gross, 2010) 9 Shane Galvin-061 AT-Applied Psychology Therapeutic Applications Cognitive Behavioural Therapy (CBT) Cognitive Behavioural Therapy is based on how our thoughts, feelings and behaviour all interact with each other; our thoughts influence our feelings and behaviour.CBT helps the client to develop alternate ways of thinking and behaving in order to reduce psychological distress. Through reflective processes and tasks such as homework, the client’s maladaptive thought process and behaviour is challenged. Cognitive Behavioural Therapy is a blanket term for different therapeutic interventions that share similar characteristics. Two therapies which form the basis of CBT are Rational Emot ive Behaviour Therapy, developed by Albert Ellis in the 1950s, and Cognitive Therapy, developed by Aaron T.Beck in the 1960’s. Beck puts forward the argument that our emotional reactions are essentially a function of how we construe the world. â€Å"Depressed people see themselves as victims, and Beck sees them as victims of their own illogical self-judgements. Beck’s central idea is that depressed individuals feel as they do because their thinking is dominated by negative schemas. † (Gross, 2010) Beck essentially implies that we interpret our reality by using our cognitive processes and our perception.If our perceptions are skewed because our cognitive processes are maladaptive or our methods of reasoning are incorrect then our emotions and behaviour become distorted from reality. In order to correct emotional or psychological disturbances then we must seek to examine the root of the problem, viewing this through the lens of cognition means that we must correct our thought process in order to correct the symptomatic behavioural and emotional disorder. Beck uses method’s to treat a disorder depending on the disorder that the client suffers from. He stresses the importance of the quality of the relationship between the client and therapist.Beck also places particular emphasis on the client discovering misconceptions for themselves. (McLeod, 2008) Albert Ellis’ Rational Emotional Behavioural Therapy is quite contrasting to Becks method. Ellis Proposes that the therapist should be a teacher and that a warm personal relationship is unnecessary. REBT can also be highly directive, persuasive and confrontational. REBT also uses different methods of approach to a client’s issue depending on the client’s personality. Human cognition can be held responsible for the individual’s successes and accomplishments, according to CBT cognition can also be held responsible for our problems. You are responsible for the outcom e of the situation’ It emphasises control over one’s behaviour and emotions through correcting thought processes. The nature of Cognitive 10 Shane Galvin-061 AT-Applied Psychology Psychology/Science allow cognitive theories to be tested in a variety of situations, for example Rimm & Litvak’s 1969 (McLeod, 2008) study shows that When experimental subjects are manipulated into adopting unpleasant assumptions or thought they became more anxious and depressed.Moreover, many people with diagnosed psychological disorders such as anxiety and sexual disorders have been found to display maladaptive thoughts and assumptions, making a case for the effectiveness of CBT. Aaron Beck’s work in researching depression and order disorders in clinical as well as laboratory settings and testing memory and other cognitive functions, and in particular his outcome studies have shown that CBT can be highly effective. CBT is also used in the treatment of drug abuse, bipolar disor der and in patients with cancer, HIV, OCD, PTSD and schizophrenia.It has also been theoretically applied in the treatment of psychopathy. Evaluation/Personal Learning Upon examining the field of Cognitive Psychology, I have learned that cognitive Psychology is adaptive. It evolves with the times and incorporates new technologies, but also has a serious grounding in scientific methodology in order to correctly examine and understand the human mind. Cognitive Psychology is informed by the greater umbrella that is cognitive science. For example it uses information from computer science and neuroscience in order to better understand the cognitive processes that exist in the human brain.Given that the ‘mind’ is not a physical entity; this style of scientific inquiry may be the best approach in understanding it. There is a good scientific framework underlying Cognitive psychology which then allows the Psychologist to move forward and deal with issues presented by the mind. As we can see in Cognitive Behavioural Therapy, the therapist approaches the abstract nature of the mind by focusing on the underlying mental hierarchy. That being, Cognition, Emotion, Behaviour, in order to treat symptomatic issues, the therapist using this approach must deal with the thought processes that create these symptoms.The most important lesson that I have learned is that, while the mind is an abstract construct and is quite difficult to quantify, quantifiable information about physical constructs such as the brain and general human biology and chemistry and its influences informs the understanding of the human mind. 11 Shane Galvin-061 AT-Applied Psychology Bibliography Baddely, A. & Hitch, G. , 1974. Working Memory. In: G. Bower, ed. The Psychology of Learning and Motivation: Advances in Research and Theory. New York: Academic Press, pp. 47-89.Gerrig, R. J. & Zimbardo. , &. P. G. , 2002. Glossary. [Online] Available at: http://www. apa. org/research/action/glossary. aspx [Accessed 14 November 2012]. Gross, R. , 2010. Psychology The Science of Mind and Behaviour. 6th ed. London: HodderArnold. McLeod, S. , 2007. Atkinson and Shiffrin | Multi Store Model of Memory.. [Online] Available at: http://www. simplypsychology. org/multi-store. html [Accessed 16 November 2012]. McLeod, S. , 2007. http://www. simplypsychology. org/cognitive. html. [Online] Available at: fromhttp://www. implypsychology. org/cognitive-therapy. html [Accessed 10 November 2012]. McLeod, S. , 2008. Simply Psychology, Cognitive Behavioural Therapy. [Online] Available at: http://www. simplypsychology. org/cognitive-therapy. html [Accessed 12 November 2012]. Neisser, U. , 1967. Cognitive Psychology. New York: Appleton-Century-Crofts. Solso, R. L. , Maclin, O. H. & Maclin, M. K. , 2008. Cognitive Psychology. 8th ed. Boston: Pearson. Tulving, E. & Schacter, D. L. , 1990. Priming and Human Memory Systems. Science, Volume 247, pp. 301-306. 12

Killing Us Softly Essay

â€Å"Killing Us Softly† is a movie we watched in class on women and men and how they are portrayed in the advertising world. Jean Kilbourne is the speaker; she started collecting advertisements in the 60’s because of her involvement with the women’s movement, her interest in the media and through her experiences as a model. I actually found this movie to be way more informational than I first thought it would be; I thought it would be all about statics and less about the image of advertising. What type of advertising environment surrounds us? Here are some facts that might answer that question. In the past 40 years Kilbourne believes that the advertising image of women has become worse. Advertising in the United States had turned into a billion dollar industry. The average American will be exposed to over 3,000 daily and will spend about two years of their life watching commercials on television. Advertisements are everywhere, they are at sporting stadiums, bill boards, bus stops, and elevators etc., we cannot escape them. Advertising creates an environment one that makes us believe that we need to be healthy and beautiful. We know that ads sell much more than products. They are trying to sell us values, images, love and success. They are telling us who we are now, and who we should be in the future, this is powerful especially if we are still finding our way in life. There rarely is a photograph of a beautiful woman that has not been photo shopped in one way or another. Women of color are considered beautiful only if they meet the white ideal which is lighter skin tone, straight hair and Caucasian looking features. A good example of this is the singer Beyoncà ©. In all types of advertising women’s bodies are turned into an â€Å"object†. One area on the body that advertising companies focus on is the breasts. There has been an increase in cosmetic surgeries in recent years. Ninety-one percent of all cosmetic procedures are done on women. The society that we live in loves to make fun of celebrities who gain a little weight, we are obsessed with thinness. Models are becoming thinner and thinner. The sad reality is that if they are not thin enough in a photo shoot then they are photo shopped to make them look thinner. Some of the ads we see today encourage unhealthy attitudes which can lead to eating disorders. Advertisers target women with weight loss products. It has been found that many of these products do not work, with 95% of dieters regaining  the weight back. An interesting study was done among Fijian women soon after the television was introduced to their country. The study found that there was a rise in eating disorders. The U.S has the highest rate of teen pregnancies, and sexually transmitted diseases in the developed world. The sexualization of girls has become extreme; there are padded bras and thongs for pre-teen girls that are sold on department stores. Ads are catered for heterosexuals. Gay men hardly exist outside the publications that target them, and the way they depict lesbians is if it comes straight from the porn world. Over the years men have been featured as being bigger, stronger and more powerful than women. Men really don’t live in a world where their bodies are scrutinized, criticized or judged in the same way as women. Boys are growing up in a world where mean are shown to be perpetrators of violence and encourages toughness and insensitivity. The most dangerous image that can be seen is the one that eroticizes violence against women. These images could feature women in bondage, being battered, or worst having been murdered. Advertising affects us all whether we realize it or not. It does not matter if we are rich or poor, young or old we are all slaves to it in one way or another.

Balinese Trance Performances Essay Example | Topics and Well Written Essays - 1250 words

Balinese Trance Performances - Essay Example But in the view of the vast majority of other traditions, speech, as the mode of communication of ordinary reality, is singularly unsuited for this purpose. It is but a hardly audible knock on the very thick wall separating humans from the spirit realm. In fact, humans have to make a truly heroic effort to be noticed on the other side. Merely talking, falling into a worshipful mood, feeling "transcendent," "numinous, or "oceanic," or whatever other pompous words are listed in the dictionary, simply will not do. Instead humans, if they have the urgent necessity or desire to squeeze through the chinks in the wall, need to change the very functioning of their bodies in the most radical way. The term summarizing these changes is religious trance, one of a large group of altered state of consciousness of which humans are capable. It is termed religious because observation shows that it is the one occurring in religious context, that is, when contact is made with the alternate, the sacred, reality." (9) Trance when used in the context of highly spiritual, religious and exotic forms of dance or dance drama like Balinese Trance Performance relates t... igious and exotic forms of dance or dance drama like Balinese Trance Performance relates to a scenario where the performer gets into an altered state of thinking where he/she engages with his/her environment in a highly imaginative and structurally organized engagement. This is the result of sustained involvement of the performer with the performance and the character of the performance whereby there is an easy movement between the performer and the character in terms of personality and mental disposition. Richard Schechner mentions in his work that even naturalistic actors affirm that something happens to them psychologically and physiologically during a performance. A two way process unfolds simultaneously. The first is the one shaped by author and director, the play and the mise-en-scene. But just as important is the more evanescent process of the performer. The play and mise-en-scene have a quality of having-been-lived, while the performance has the quality of living now. The play will be completed only if the performers are able to carry through the process they start afresh each night. That process cannot be rehearsed. (46) It is said about Balinese Trance performance that once the performer gets into the shoes of the character, there is total absorption of the personality of the character in terms of body movements, facial expressions and speech. It is as if there is a generation of extraordinary amount of energy in the body of the performer in the form of an outside being entering the body and the soul in the form of an Angel, Demon or other higher Spirits and Deities. Jane Belo in his work Trance in Bali, elucidates in the context of Balinese trance performances that if human beings went into states of trance, they were believed to be entered by

MSc PROJECT MANAGEMENT Coursework Example | Topics and Well Written Essays - 500 words

MSc PROJECT MANAGEMENT - Coursework Example Senior management in children’s services indiscriminately punish employees for inadequacies in the assessment and referral systems. Although many analysts are of the opinion that ineffective implementations account for the errors, they decry the practice by management to blame and punish employees overlooking the assessment and referral processes. The result has been a consistent practice by employees to cover up errors occurring in the systems (Broadhurst et al., 2000). In addition, the workers take a more laid-back approach to disseminating feedback that helps the management to pinpoint functional and operational challenges in the systems. The overarching impact of this gap in communication between the employees and management is the clear impediment to innovation and continuous management necessary of all technology-based information systems. The vicious cycle of malpractices in the system has resulted in stagnation in the innovation process and the consequential failures o f the modernized assessment and referral. Many experts think the current flaws in the referral and assessment systems are traceable to the initial design frameworks of the systems. The approach taken by healthcare management left out key steps in the introduction and implementation of the computerised systems. Some of the problems included lack of careful assessment of the functions of the modernised systems (Kaye et al., 2004). Proper staff retraining was also necessary for effective transition from the manual systems to the automated system. Pushing to the periphery the needs and input from various stakeholders contributes to the current difficulties in the current modernised assessment and referral systems. The heavy level of investment in technological facilities seems to have done little to improve the quality of service delivery through the modernised assessment and referral systems. The

Reflection on team work asignment Essay Example | Topics and Well Written Essays - 1500 words

Reflection on team work asignment - Essay Example Earlier this semester we prepared a report discussing management and leadership styles of different organizations. It was identified that companies such as Proctor and Gamble has acquired significant position in the market on the basis of their profound leadership whereas on the other hand Royal bank of Scotland has undergone serious challenges due to their poor management. The report further discussed management and leadership approaches considering four other organizations. Preparation and presentation of the report was solely based on team work and group effectiveness. Here, we not only learned different theories related to leadership and management rather we also comprehended unique human behaviors in work place setting. My group comprised of four individuals; Alex, Ashley, Helena and Stella. All the activities and different presentation tasks were divided among team members. The team effectiveness and successful presentation was largely dependent upon clear communication and und erstanding among individuals. In order to discuss theories and models about team work it is important to first understand the fundamental concept of teams. Every individual working in a team is actually interdependent with respect to different tasks. Team members have to share the responsibility of positive or negative outcomes (Halverson, 2008). Moreover, the entire team must show itself as an integral social entity. Members should be able to manage all their conflicts and issues across the boundaries of an organization or an educational institution. Groups and teams have the basic difference of connection, for instance, teams are more connected whereas group members usually have loose connections (Halverson, 2008). Humans have highly dynamic personalities. They tend to act differently in particular workplace situations. Researchers argue that work place human behavior is specifically determined by analyzing multiple factors. Although work motivation,

The Political Characteristic of the Declining Economy Assignment

The Political Characteristic of the Declining Economy - Assignment Example The paragraph provides an insight into the financial crisis, aiding us to establish the link between the European Union leaders and the currency factor. The intermittency factor that crossly explored the market trends from April 2012 onwards was based on the actual GDP within the Euro as explored by eurostat, which is the agency providing relevant statistics about the fluctuations of the euro. The immediate analysis provides the financial stress, explained by the fell in the overall GDP by up to 0.2% (April statistics). This inconclusively provided further weakening of the currency and the previous quarters had recorded a 0% growth rate. The intermediate concept aiding growth according to the article (par 3) is by cutting expenditures. Financial policies were hence initiated in order to help created a stronger economic variance and this also included providing support through bailout and related financial models. The statistical analysis also points out the monetary balances and asse t adequacies within the zone. This continually reflected changing exchange rate scenarios as per the critical understanding of the regulatory factor. While reforms within the various financial sectors have included examining the changing trends within the policies in the eurozone, (Germany for example demonstrated weak currency at the close of the 1st quarter), full compliance in terms of political policies by individual countries appeared real (Par 4). Source: Eurozone The economy of the Euro zone contracted but with technical avoidance of recession. The eurostat data showed the its GDP remained at bar during the 1st quarter of 2012. However the contraction was at 0.3% during the first quarters of 2011. However, the weakeness of the euro led to shrinking and to a fall by 05% in 2012. According to Willman (2007), the statistical analysis of vast financial ratings reflect a continuously varying seller-buyer trading preferences that are naturally controlled by the nature of the exchan ge rates. However, the exchange rates explored in part 5 of the essay show those projections relative to quantitative easing practices. Literally, the dynamics explores that the currency itself would dynamically change from one level to another, inflicting a lot of price hike within the zone. Ultimately, the scenario would hence explore vital market exchanges, and fully controlling the spending within countries. The foreign exchange market was low (par 5) partly due to financial crisis and also due to general slow growth. The purchasing characteristic identified in par 5 slowed tremendously and this also indicated that the various occurrences such as the depreciation of the currency would hence be critically considered. Source: Eurozone The industrial production in the Eurozone contracted to about 0.6% by June. This shows a slum but though the indexed analysis provides a universal relevance of the shrinking, it also provides a reflection of the major drag factors. Par 6 provides a d iscussion on basic foreign exchange within the zone and the potentialities of foreign exchanges. Further research also identifies notable inclusion of market structures, and the changing restrictions on competition and on other capital requirements. The core framework also explored the relevance of politics as outlined by

Federal prison tour Essay Example | Topics and Well Written Essays - 500 words

Federal prison tour - Essay Example We however did not visit the whole prison but instead visited the facility containing inmates of smaller crimes and were almost being released. The prison is divided into various different sections named in alphabetical order. Each section holds different types of prisoners. It has a library used to conduct researches, especially for those who want to conduct legal researches and prepare legal documents, and also as a study hub for those prisoners interested in reading. Besides, the library provides unlimited resources for those prisoners undertaking educational programs such as high school diploma for those who did not graduate through high school. Non-English speaking prisoners are required to take English classes and the library comes in handy in this case. The use of the library is generally encouraged since reading combined with recreational activities hugely contributes to an inmate leading a healthy lifestyle as well as developing healthy habits. Talking about recreational activities, like most prisons in the country, the federal prison of Terre Haut provides entertainment to its inmates. The prison has established various entertainment spots all over the facility, for prisoners and guards alike. It is believed that the entertainment alleviates the risk of high-stress levels in inmates and thus reducing suicidal tendencies within the prisoners. One of the most sensitive department in prisons and correctional institutions in the world is always the food department. This prison is no exception. Contrary to what many people may believe, the federal prison in Terre Haut has relatively nice and clean restaurants. The kitchen and food storage areas are not any different. High hygienic standards are adhered to by the kitchen staff in a bid to keep the inmates fine and healthy. Within the facility is a prison textile factory that manufactures blankets and bedspreads. Aside

Analysis of Graphs in Findings and Analysis Essay

Analysis of Graphs in Findings and Analysis - Essay Example The next area assessed is the constant organizational changes. National Grid must be able to change, adjust, innovate, grow and adapt in order to survive. However, they must focus on the human issues because change produces fear, uncertainty, and doubt (Pietersen, 2002). Obtaining employee commitment is an important factor in achieving change (Herscovitch & Meyer, 2002). The final problem area assessed will be the cultural and diversity issues of National Grid. For the past several years, globalization, deregulation, and technical advances have enormously increased the degree of competitiveness that most organizations face today. In order to survive, organizations must be better, faster, and more competitive. Organizations need committed employees to achieve this competitiveness (Dessler, 2000). In order to achieve this goal, human resource management must be a strategic part of any organization. I have undertaken a qualitative investigation of National Grid. I have through a detail questionnaire conducted research to assess the current level of employee satisfaction working for the organization. This paper is my assessment of that satisfaction and I make recommendations for its improvement. I have identified three key problem areas from my primary research that I have undertaken which I will analyze. After a review of the literature concerning these three problem areas, I will address these three primary issues and explain the goals and objectives of the initiatives that must be taken to achieve the expected outcomes. Furthermore, to allow some context to be formed around the organization I provide some analysis in the next section on the background and strategic outline of National Grid. Background of National Grid National Grid plc is a network utility, based in the UK and the US. Our principal interests are in the transmission and distribution of electricity and gas. We also have interests in related markets, including metering services, liquefied natural gas facilities and property in the UK, as well as electricity Interconnectors in the UK and US. National Grid plc originated from the restructurings of the UK gas industry in 1986 and the UK electricity industry in 1990. We entered the US energy delivery market in 2000 and substantially expanded our UK wireless infrastructure activities in 2004. The UK gas industry was first restructured in 1986 when British Gas was incorporated as a public limited company, British Gas plc. In 1997, Centrica was demerged from British Gas plc which was re-named BG plc. In December 1999, BG plc completed a restructuring programme which resulted in the creation of a new parent company, BG Group plc, and involved separating the UK regulated business, BG plc (re-named Transco plc), from its other businesses. Lattice Group plc was created as the holding company for Transco plc and certain other non-regulated infrastructure service businesses and, in October 2000, it was demerged from BG Group plc and separately listed on the London Stock Exchange. In 1990 National Grid Company plc took on the ownership and control of the electricity transmission network in England and Wales and

Global warming, its scope and causes Essay Example | Topics and Well Written Essays - 2500 words

Global warming, its scope and causes - Essay Example Upon combustion, fossil fuels like coal and petroleum release green house gases like carbon dioxide. As the quantity of carbon dioxide increases in the atmosphere, the atmosphere becomes a much better insulator and retains an increased amount of solar radiation which in turn increases the overall temperature of the planet. Many scientists believe that the release of carbon dioxide and certain other substances into the air are affecting the earth's climate and causing the average global temperature to rise. There is evidence that the earth's temperature has risen in the past century, but scientists are unable to predict with certainty whether this trend will continue or whether it is definitely linked to human activity. Global warming has many affects. As the temperature increases, there is a possibility of melting of polar glaciers and ice caps. The resulting water would flow into the oceans and increase the volume of the oceans. This would lead to rise of ocean levels. Scientists estimate that the sea level could rise from any where between 9 to 88 centimeters (Hart 2003). Such an increase would submerge low lying coastal areas in many countries of the world. Global warming also affects human health. If the atmospheric temperature is increased due to global warming, more people will get sick or die from heat stress. This may be more due warmer nights, giving the sufferers less relief than due to heat during the day time. There is also a possibility of diseases spreading to new regions. Diseases now found in the tropics, transmitted by mosquitoes and other animal hosts, will widen their range as these animal hosts move into regions formerly too cold for them. Today 45 percent of the world's people live where they might get bitten by a mosquito carrying the parasite that causes malaria; that percentage may increase to 60 percent if temperatures rise (Mastrandrea and Shneider 2003). Other tropical diseases may spread similarly, including dengue fever, yellow fever, and encephalitis. Scientists also predict rising incidence of allergies and respiratory diseases as warmer air grows more charged with pollutants, mold spores, and pollens. Heat stress Heat stress or heat prostration is a condition that is produced by over exertion in hot temperatures. It occurs when the person is subjected to high temperatures or extreme hot dryness. When the body undergoes physical exertion, it perspires which produces sweat. The sweat evaporates to cool the skin and prevents body temperature from rising. Perspiration causes the loss of fluids and salts normally replaced by regularly consuming liquids and food. However, if prolonged, excessive sweating occurs, fluids and salts are not replaced rapidly enough resulting in increase in the viscosity of blood. This causes blood circulation to diminish, affecting the brain, heart, and lungs, and heat exhaustion results. Symptoms of heat exhaustion include heavy sweating; pale, clammy skin; dilated pupils; a slightly elevated body temperature; and cramps, weakness, dizziness, nausea, vomiting, headache, mental confusion, and sometimes unconsciousness. Heat stress and global warming Incidence of heat stress increases with temperature. Hence the number of cases of incidence of heat stress tends to increase in the very near future due to rise in temperatures

IT - Hydro-Quebec Essay Example | Topics and Well Written Essays - 750 words

IT - Hydro-Quebec - Essay Example The changing climate has affected the hydro electric utilities to a great extent. It should be noted in this context that the hydro power generation tends to be more vulnerable to the changes in terms of climatic conditions than other sources including the thermal power station. For instance, hydro power project located near the sea-coast have often been noticed to be affected by the rise in the sea level. Again, dry weather conditions and reduced water level in the reservoirs have also affected its electricity production. Numbers of other climatic factors such as lightning, rise in temperature, icing and pollution have been the major uncontrollable threats faced by Hydro-Quebec. Furthermore, the organization has been unable to take the advantage of wind power as one of the best options of renewable energy (Hydro-Quebec, 2008). During 1990s, technology and business units’ efforts to control return on the invested capital for IT management has brought major changes in the way o f Hydro-Quebec. The SSC was held responsible for the IT related decisions. However, it was observed that it initiated changes only in terms of human resources due to departmental expansion taking place within the company. Those changes made by the SSC caused distortion both within the business units and within the IT divisions. Furthermore, the SSC was responsible for developing and implementing all the technological aspects of the given solution, optimizing technological performance and maintaining as well as executing the developed solutions. However, creating new challenges for the SSC as the IT division had to negotiate all of the technology budgets with each division separately following a more complex process. Consequentially, it was observed that Hydro-Quebec Distribution (HQD) spent more than $50 million on over 200 IT systems. However, it had no clear strategy or proper system plan that could be formally drawn up after its establishment. Many factors force the division to i nclude the IT related issues under its caption, such as the technological zeitgeist during the 1990s. Owing to such circumstances; there has been an urgent requirement to update the company’s legacy system as it was observed that the old system was more vulnerable to risk along with a high maintenance cost. Furthermore, there was a need to update its entire infrastructure related to mailing and printing of bills. The factors like managing the addresses of its customers were also identified as impossible to be maintained with the traditional system. Thus, there was an urgent need to modernize customer software application (Hydro-Quebec, 2008). Question 2: What changes would you suggest for Hydro-Quebec and why? Hydro-Quebec should concentrate more on developing its research programs in order to boast its human resource knowledge in terms of climate change and technological adaption. Hydro-Quebec must identify the areas that are sensitive towards climatic changes and other unco ntrollable risks. Its activities also must be directed towards managing water resources, transports, distributions, equipment designs, and annual production volumes along with environmental and financial considerations. It should also contribute for the development of wind power and increase in the supply from the existing power generating stations (Dube, Berner & Roy, 2007). Furthermore, the organization should promote recycling processes along with educating employees in terms of

The Beauty of the Nightingale Essay Example for Free

The Beauty of the Nightingale Essay Closing â€Å"The nightingale and the rose†, I feel really impressed by the small bird in the tale with its beauty. The nightingale is the embodiment of love and greatness. When seeing the student’s trouble, not like any other feature, she can understand and share with him the sorrow. Moreover, she even highly appreciates and worships his love, ready to help him solve this problem- finding the red rose. At that time, she likes a beholder- â€Å"she spread her brown wings for flight, and soared into the air. She passed through the grove like a shadow, and like a shadow she sailed across the garden†. Through the soft describing, Oscar Wide shows the readers an admirable image of the Nightingale. A small and fragile bird is ready to sacrifice for love because in her mind, love is better than live. This is totally different from the young student. She flies everywhere to find the red rose; meanwhile, he still sits and cries. The Nightingale thought that â€Å"what is the heart of a bird compared to the heart of a man?†, but love in this bird is greater than one in the student. I find that she is a sample of the state â€Å"live to love†. Lovely, hard-working and active are all of her best characteristics. However, her sacrifice and hope are gone out. The detail â€Å"he through the rose into the street, where it fell into the gutter and a cartwheel went over it† makes me angry a lot because the boy didn’t respect this red rose. The red rose is the Nightingale’ soul and beauty, but he didn’t know that. In somewhere in the heaven, if she sees this sense, she will be certainly sad and disappointed. I feel really sorry for the death of this small bird and also admire this death. She symbolizes the beauty of love and sincere.

An Analysis Of What Is Enlightenment By Kant Philosophy Essay

An Analysis Of What Is Enlightenment By Kant Philosophy Essay The title of the essay was what is enlightenment it was written in 1784, in the essay he basically replied to a question that was put forward an year earlier by Reverand Johann Zollner, he was also a government official. Reverand had posed an open question to all about removal of clergy from marriages, many people replied but the most famous one is by Kant. The essay reflected the present situation that existed when he wrote the essay. The situation had 3 basic characterstics: the present was different from the previous eras in some distinct way, second; it represented some important upcoming events; third; it meant that the world was moving towards something new. In his essay Kant discusses the reasons for the absence of enlightenment and what is required from people for enlightenment to flourish. Kant defines enlightenment that a person achieves when he frees himself from immaturity that he caused himself. Immaturity to Kant means an inability to be able to think on your own and to rely on other peoples opinions to make decisions, this also means that a person is immature if he is unable to use his own judgment and understanding of things. Kant further explains that the immature person is so because he lets others decide for him and he becomes dependent on help from others so much so that acting and thinking on your own becomes some thing very difficult. Here to explain his argument Kant draws an analogy of the influence of government on its people with tamed animals, who are trained to not cross a certain boundary without their carts by making the animals aware of the dangers that lie ahead. This makes the cattle afraid to even try and see for it self. In the same way the government provides its people with a set of beliefs and ideas that the immature person immediately agrees upon and which aids in furthering his immaturity. Kant argues that it is extremely difficult for a man to reach maturity alone but it is easy for a number of people to do so together. The reason is that when a person starts relying on others for guidance he finds it increasingly difficult to break out of that pattern and start thinking on his own as any mistakes he makes will highlight the defects in his way of thinking. Kant also hints in his essay that a person needs certain qualities to leave immaturity, and these include fearlessness and vigor. Kant goes on to say that if a society was given freedom it will inevitably become enlightened. This statement seems a little extreme but he goes on to explain further that for enlightenment to reach everyone it should be brought about slowly and gently. Then Kant goes on to explain how and to what extent freedom should be excercised. Kant explains that public use of freedom is absolutely essential for enlightenment to take place. He says once people start expressing themselves openly in public forums, these thoughts will eventually influence decisions taken by those in positions of authority. The philosopher also points out the difference between use of freedom at an individual level and at a public level. Like I mentioned earlier, to attain enlightenment public freedom has to be used, however he says that use of freedom at an individual level is not useful at all. Kant also differentiates between expressing of ones opinions and acting on those opinions, he uses an example of a clergyman at the church. He is appointed on the condition that he will teach the principles laid down by the church so he has to teach them as it is. However he can point out constructive criticisms in the way of working of the church which can then be reviewed by his seniors. Thus Kant points out that one can not achieve enlightenment without following the laws of the society, he has to obey the laws but at the same time he should have the courage to criticize what he things is wrong or should be changed. So for him any society that does not obey the laws cannot achieve enlightenment. Kant lived at a time when Monarchy was prevalent in the world and it was considered one of the best ways of running a country. So a question arises here that is this theory acceptable in a democratic environment? My answer is No. Kant says that revolutions are counterproductive as new ideas replace old ones those new ideas are imposed on the immature population like the older ideas were. So according to Kant the situation brings about no difference but this is not true for a democratic world where rulers are selected by the people and can be changed if majority of the population is dissatisfied. However one of the unique principles of democracy is that people have freedom. They have the freedom to think and either choose to extend the current governments terms or elect a new leader if they are not satisfied with the performance of the current one. Thus it is evident that the slow and gradual change that Kant talks about can be implemented in Monarchial society, it may even be the most efficient way of bringing about change but in a democratic world this is not possible. Another aspect is that in order for a theory to be effective it needs to draw a middle ground between theory and practice. Some philosophers lack the judgment to make the theory practical others are unable to complete their theory as they lack some form of practical experience. Kants theory is also lacking in some respects. Kants theories in general have often been criticized as too vague to be practical and useful. All human beings live in a certain time period and place. It is often not possible to separate rationality from our personality, so often we ponder over some issues that others are facing in an abstract way but for anything the starting point should be our own situation. It has often been assumed by many philosophers that we can be rational and we can put our personalities aside to come up with principles that apply to all, but this is not true. Philosphers like Kant assumed this because most enlightenment thinkers were from the same period and place (Europe) this lead them to think that their answers were rational but they were not, they also reflected the culture that these ideas originated in. Kants theory has resulted in criticism and arguments from many philosophers, however whatever one thinks about this philosophy one thing cannot be ignore; i.e. its historical significance. So many years have passed yet Kants theories continue to influence us and the concept of freedom introduced by him has been embraced very clearly by all and thus his work is also very important in helping us understand what enlightenment and freedom is all about. Work Cited Kant, Immanuel. An Answer to the Question: What is Enlightenment?  An Answer to the Question: What is Enlightenment?  (1784). Print.

The Branding Luxury Brand Valentino Marketing Essay

The Branding Luxury Brand Valentino Marketing Essay A luxury brand or prestige brand is a brand for which a majority of its products are luxury goods. It may also include certain brands whose names are associated with luxury, high price, or high quality, though few, if any, of their goods are currently considered luxury goods. Luxury goods are said to have high income elasticity of demand: as people become wealthier, they will buy more and more of the luxury good. This also means, however, that should there be a decline in income its demand will drop. Income elasticity of demand is not constant with respect to income, and may change sign at different levels of income. That is to say, a luxury good may become a normal good or even an inferior good at different income levels, e.g. a wealthy person stops buying increasing numbers of luxury cars for his automobile collection to start collecting airplanes (at such an income level, the luxury car would become an inferior good). Valentino: haute contour dressing: The Valentino Fashion Group S.p.A is a natural extension of the Marzotto Groups industrial experience. Over the years, through specific acquisitions aimed to strengthen their presence in the clothing sector, it has gradually shifted approaches, becoming less production-oriented and more fashion-driven and market-oriented. The fashion industry is a highly competitive industry, where product life cycles are short. The economies gained by product differentiation are built on brand image and product styling can be quickly imitated. These developments force firms to innovate at a rapid pace, denying them the benefit of lasting advantage. Valentino includes the following brands: Valentino, Valentino Garavani, Valentino Roma e RED Valentino. It operates in the upper end of the fashion and luxury market, offering exclusive products in the couture, ready-to-wear, designer, diffusion and bridge segments. Nature of the Brand: This business unit gets its name from Valentino Garavani, the undisputed master of haute couture and one of the leading representatives of Italian style and creativity in the world of fashion and luxury. In over 45 years of being in business, his collections have dressed and accessorised top international celebrities time and time again. Its image of glamour, exclusivity and strong style make Valentino a brand well known for the sophistication and elegance of its creations. Valentino Haute Couture offers a variety of collections made up of unique items singularly handcrafted in the prestigious atelier situated in Rome. A team of about 40 Premiere is entirely dedicated to the highest quality manufacturing of one of a kind precious creation. Valentino Prà ªt-à  -Porter presents sophisticated, exclusive lines for women and men intended for an elegant, but unconventional young clientele belonging to the new international jet-set. Valentino surprised everyone with a revamped vision of haute couture a reference to a new, younger target market who loves the exquisiteness and exclusiveness of the upper end of fashion. The collection is colourful, with saturated neon tones. Maria Grazia Chiuri and Pier Paolo Piccioli bring us the wilder side of the Valentino woman. With fluorescent bustier, translucent garments and tulle leggings, this is a truly revamped collection that experiments with new silhouettes. The designers are sure about one thing: this collection is designed for a younger audience. The brand took inspiration from a lush, colourful interpretation of Eden full of birds, innocence and sensuality. Target Market: Valentino have made their Spring Summer 2010 campaign a tribute to their revamped target market. Maria Grazia Chiuri and Pier Paolo Piccioli are thinking of a new generation of clients, and theyve revamped their target market in collaboration with Cole Mohr and Dree Hemingway. Their party dresses look more youthful, and their unique fairies have inspired new designs featuring organza in gold, pink and nude tones. Brand Positioning: The Valentino Fashion Group S.p.A plays a vital role in the world of fashion and luxury, with a rich and well-diversified portfolio of products which includes clothing, accessories, and footwear for men and women. In the highly discriminating world of fashion and luxury, few players have gained the international fame the Valentino Fashion Group S.p.A has achieved. The Valentino Fashion Group S.p.A offers an array of complementary brands characterised by a consolidated global presence, excellent brand awareness, and strong product recognition. The groups activities are broken down into two business units, covering the entire luxury and fashion sector where a wide range of styles and products are offered: Valentino, featuring the prestigious brands Valentino, Valentino Garavani, Valentino Roma and RED Valentino Licensed brands MCS Marlboro Classics and M Missoni, in addition to its own brands Lebole, Oxon and Portrait. Until 23 December 2009 there were three business units, which even included Hugo Boss, a company which was relinquished on that date and therefore no longer a part of the consolidated group. The Valentino Fashion Group S.p.A operates in over 110 countries, with more than 1,600 single-brand boutiques and 433 directly-managed shops. The Groups consolidated revenue for the 2008 financial year is approximately 2.206,9 million. More than 13.081 employees work in directly controlled companies and branches spread across 28 countries. Its no secret that Valentino has been sending the costume department of Gossip Girl clothes and accessories almost every main female character on the show, save maybe Vanessa and Lily van der Woodsen, have sported Valentino bags, dresses, and even headbands more than once.   One recent episode even revolves around Jenny and a fiasco involving a one-of-a-kind red Valentino gown.   At first, I thought product placement there was too much of the brand for it not to be a coincidence.   But is the Gossip Girl market really Valentinos target market?   Apparently it is now: the brand is going for rapid expansion and one if their main checkpoint is To attract a younger, trendier consumer while not losing the brands current clientele.   And there you have it, product placement at work. C:UsersmansiPicturesVFG_organigramma_201002_eng.jpg Brand Promise: Todays fashion world is a framework, which enhances values such as style and research, creativity and innovation, technology and craftsmanship. Its distinctive feature is the skill to merge many spirits into a harmonious balance. The real protagonists in this global scene are those who offer proposals charged with irresistible value and designed to integrate an extensive variety of products and trademarks by converging the offers quality and variety and consumer satisfaction. The goal is: To be the fashion worlds protagonists in the fashion and luxury sectors. Ensuring the highest quality standards in all market segments we serve. Steadily focusing on the demands of an unwaveringly evolving cosmopolite consumer. Pursue excellence and innovation by establishing an on-going dialogue between passion and experience. Brand Essence: Increasing the value of human resources, work in team and development of individual skills are the key for the VFG success. People that we are looking for should be active and determined, with spirit of enterprise and innovative capacity; they put themselves on the line and give all their best in everything they do. Creativity and quality the central factors of creative processes detailed research and skilled choice of materials; total control of all processing phases Differentiation and selection multiple styles; an extensive diversified offer Flexibility and efficiency excellent production processes and logistics; sourcing management designed to ensure the highest product quality Continuity and innovation enhancement of each brands distinctive features; application of advanced techniques to the management of global brands; consistent strategic choices for global development Ethics integrity, fairness and transparency in business relations with all stakeholders; total compliance with international laws and regulations concerning labour protection The consumers central role never failing to keep in mind that we concretise our Consumers dreams. Research and Evidence: Article # 1435: VALENTINO FASHION GROUP 2008 RESULTS: TURNOVER UP 5% AT CONSTANT EXCHANGE RATES AND EBITDA STABLE Milan, April 17th 2009 Valentino Fashion Groups consolidated net turnover in 2008 rose to 2.206,9 million Euro, an increase of 3% at current exchange rates and 5% at constant exchange rates, compared to 2007. This result reflects the positive performance of Hugo Boss (turnover up 6% at constant exchange rates), of Valentino (turnover up 5% at constant exchange rates) and of the other brands belonging to the Group (turnover up 5% at constant exchange rates, with the M Missoni licensed brand posting an increase of 27%). Hugo Boss. Despite very difficult market conditions, Hugo Boss strengthened its market leading position internationally. Hugo Boss broadly flat revenues in a subdued German market were counterbalanced by sales increase in other markets. Sales in Germany were 357 million Euro (down 1%), while sales in the Americas and in Asia enjoyed double digit increases: in 2008 sales in the Americas increased to 307 million Euro (+10% at constant exchange rates) while in Asia/Pacific sales rose to 162 million Euro (+25% at constant exchange rates). Valentino. The considerable growth of Valentino in the first half of the year was offset by the negative performance of the retail business in the second half of the year, following the gradual worsening of the international macroeconomic environment. Valentinos core markets, Europe and the US, both suffered, posting respective turnovers of 130 million Euro (-1%) and 50 million Euro (-5% at constant exchange rates). By contrast, the Asian markets held up well as sales increased to 56 million Euro (+19% at constant exchange rates). Revenues at Valentino Fashion Groups direct operated stores channel increased to 390 million Euro, up 7% compared to 2007. This increase reflects the expansion of the retail network, which amounted to 433 points of sale at the end of 2008 (December 2007: 369). Valentino Fashion Group EBITDA, adjusted for one-off costs relating to management changes at the Board of Hugo Boss and the reorganization of the Group, reached 320,4 million Euro (14,5% on revenues), broadly stable compared to the prior year (330,3 million Euro), with an Operating Income of 248,3 million Euro (11,3% on revenues), a decrease of 7% compared to 2007. Stefano Sassy, CEO of Valentino Fashion Group, commented: The group posted solid turnover growth and succeeded in maintaining its profitability despite challenging market conditions in 2008. The outlook for 2009 remains difficult and the Group acted quickly to optimize processes and save costs where necessary. Notwithstanding the uncertainty of the current environment, we are confident that the breadth and strength of our brands leaves us well positioned to deliver on our ambitious growth objectives in the medium term. February 17 2010 Valentino supports Francesca Rava N.P.H. Italia Onlus Foundation for Haiti children Milan, 17th February 2010 During Milan and Paris fashion weeks, the House of Valentino will support an initiative of great significance and value to benefit Haiti children. In collaboration with Francesca Rava N.P.H Italia Onlus Foundation (www.nphitalia.org), forever engaged in continuous charitable activity throughout Haiti, Valentino boutiques of Via Montenapoleone and Avenue Montaigne will host an exclusive evening starting from 6:30 pm: Milan on 24th February and Paris on 10th March. Valentino Creative Directors Maria Grazia Chiuri and Pier Paolo Piccioli, profoundly involved in this important project, will personally take part to both events to present an exclusive t-shirt expressly created by them to support the initiative. This significant item will be available in both boutiques throughout Milan and Paris fashion weeks respectively. All t-shirt profits will be entirely donated to Francesca Rava Foundation, which during the Paris event will collaborate with N.P.H. France, to support focused rehabilitation and medical-surgical programs. Day to day beneficial mission involves working towards providing a physically and emotionally new alternative life to all children affected by Haiti earthquake. This special t-shirt will also be available on valentino.com website starting from March 15th. All proceeds will once again be devolved to sustain this significant charitable project. During Milan and Paris fashion weeks, the House of Valentino will continue to actively support the same initiative by devolving part of Montenapoleone and Montaigne boutique in store sales. In collaboration with photographer Stefano Guindani, the book HAITI through the eye of stefano guindani will be available for purchase in Valentino Milan and Paris boutiques. This unique volume, published by Electa, is the pure result of an extensive and in depth photo reportage from Stefano Guindani. Entirely dedicated to Haiti children and withholding images featuring voyages performed prior to the tragic earthquake, this book has recently highlighted many endless dramatic events linked to a country devastated by poverty and civil battles. All book profits will be entirely donated to Francesca Rava N.P.H Italia Onlus Foundation. The House of Valentino dedicates total commitment towards this important philanthropic operation, triggering awareness around the internationally proclaimed immense emergency for Haiti children.

The Birthmark Essay: External and Internal Conflict in The Birthmark

External and Internal Conflict in â€Å"The Birthmark†Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚        Ã‚   This essay will analyze Nathaniel Hawthorne’s â€Å"The Birthmark† to determine the external and internal conflicts in the tale.    In the opinion of this reader, the central conflicts in the tale – the relation between the protagonist and antagonist usually (Abrams 225) – are the external one between Aylmer and Georgiana over the birthmark on her cheek, and internal ones within Georgiana between love and self-interest and alienation, and within Aylmer regarding scientific good and evil, success and failure.    Hyatt Waggoner in â€Å"Nathaniel Hawthorne† states:    Alienation is perhaps the theme he handles with greatest power. â€Å"Insulation,† he sometimes called it – which suggests not only isolation but imperviousness. It is the opposite of that â€Å"osmosis of being† that Warren has written of, that ability to respond and relate to others and the world. . . . it puts one outside the ‘magic circle’ or the ‘magnetic chain’ of humanity, where there is neither love nor reality (54).    Waggoner’s theme of alienation does play a part in the tale, but the theme which dominates is that of love conquering self as exemplified in Georgiana’s growing love for Aylmer. Her love transforms her very soul. â€Å"Everything he has to say is related, finally, to ‘that inward sphere’† (McPherson 68-69). â€Å"When he desired to build the kingdom of God, he looked for the pattern of it, not in history nor in the fortunes of those about him, but in his own heart (Erskine 180).    In the opening paragraph of â€Å"The Birthmark† the narrator introduces Aylmer as a scientist who â€Å"had made experience of a spiritual affinity more attractive than any chemical one.† Hawthorne’s... ... Erskine, John. â€Å"Nathaniel Hawthorne.† In Leading American Novelists. New York: Books For Libraries Press, 1968.    Hawthorne, Nathaniel. â€Å"The Birthmark† Electronic Text Center, University of Virginia Library http://etext.lib.virginia.edu/etcbin/toccer-new2?id=HawBirt.sgm&images=images/modeng&data=/texts/english/modeng/parsed&tag=public&part=1&division=div1    McPherson, Hugo. â€Å"Hawthorne’s Use of Mythology.† In Readings on Nathaniel Hawthorne, edited by Clarice Swisher. San Diego, CA: Greenhaven Press, 1996.    Waggoner, Hyatt. â€Å"Nathaniel Hawthorne.† In Six American Novelists of the Nineteenth Century, edited by Richard Foster. Minneapolis: University of Minnesota Press, 1968.    Williams, Stanley T. â€Å"Hawthorne’s Puritan Mind.† In Readings on Nathaniel Hawthorne, edited by Clarice Swisher. San Diego, CA: Greenhaven Press, 1996.   

The Sailor Who Fell from Grace with the Sea: True Order Exists in the E

The Sailor Who Fell from Grace with the Sea: True Order Exists in the Exposed Core The seas refuse to obey any of man's laws. Winds, storms and currents shift and distort the massive waters, shaping the land that lies within them. Unexplored in regions, the black depths mimic dormancy prior to rising up at unpredictable moments of torrential strength. The ocean's murder, rape and disregard of life is not punishable by any law or code of morality, and in Yukio Mishima's The Sailor Who Fell from Grace with the Sea, it exemplifies the perfect order of existence. Surviving according to nature's impulse, the ocean is the model of a raw, reactionary being. To the youths in the story, this emotionless lifestyle is the only means by which one can become aligned with the perfect core of existence. To betray oneself to feelings, morals and similar illusions created by adults is "falling from grace" with one's own distinct, perfect role. In The Sailor Who Fell from Grace with the Sea, the preceding theories are explored by a group of six young Japanese scholars, and a 13-year old "Chief" leads this band. The story is told from the point of view of the "middle genius," Noboru, who is delineated as "Number #3" of the six scholars. Thus, Noboru's number has a significant reflection on his perception of the Chief's teachings (the necessity of abolishing emotion). Though working to incorporate the Chief's theories, Noboru has yet to detach himself completely from his subjective nature. Once this has been accomplished, his stature will rise in the group, denoted by a higher number. The Chief, or "Number 1," is the giver of knowledge (comparable to the asp in the Garden of Eden). His morbid ideas entail that the perfect core of existence... ... further anchor their own hearts into the current of existence. About the Author: Yukio Mishima was born in Tokyo in 1925. Translations of his works have appeared in over 15 countries, and he has composed plays, novels, short stories and numerous articles. Many of his works, including the one explored in this paper, have been converted into motion pictures. At the peak of his career, Mishima committed seppuku (ritual suicide) on the afternoon of the completion of his masterwork, The Sea of Fertility. Oddly, this compilation of works is a literary drill of Mishima's own suicide; perhaps he had fallen from grace with his role as a writer. Works Cited Mishima, Yukio. The Sailor Who Fell from Grace with the Sea. New York: Perigee Books, 1965. The Sailor Who Fell from Grace with the Sea. Twentieth Century Fox. Starring Sarah Miles, Kris Kristofferson, 1976.

Carpet-Weavers Morocco †Journal Assignment Essay

I’m sure that all of you have at least heard of, if not seen the famous carpets of Morocco. You must have also heard things like, â€Å"What fine craftsmanship!†, â€Å"What fabulous designs and prints!†, â€Å"What a work of art!† or â€Å"What fine skill!†, from people who purchase these carpets for huge sums of money for the various purposes such as praying, decoration etc. But have you ever taken a moment to think, of the origin of these carpets, of the person who sits up day and night weaving these carpets which are sold for thousands, but what does he get out of this and so on, well if not, then I’m sure that after reading this, all these questions will be answered. In case you didn’t know, Morocco is a relatively poor country and most of the carpets woven there, are all hand-made and are woven by children, children like me who are forced to weave due to unfortunate circumstances. Like me there are hundreds of others who have to live the same unfortunate lives for the same reasons. Let me give you a brief outline of what it is like to be a carpet weaver. Firstly, you have to wake up at five in the morning and get dressed. Everybody is allowed is five minutes in the showers, which is just about enough because the water is ice cold and it takes you just that long to g et used to the temperature of the water. After that, we have a so-called ‘breakfast’, if that’s what you would call it, which is absolutely tasteless and seems stale. After that, we immediately get to work and start weaving. Thread by thread and knot by knot, we have to be really careful and focused, and should there be any mistake, we can hope not to see the sun for a couple of days, at minimum that is! We have to work constantly until ten at night, when we quickly eat dinner, which is just as bad as breakfast, if not worse and then go to sleep, hoping that tomorrow will be a better day and we will be freed from this life of misery, but then, every morning, it starts all over again, the same torture, the same shouting voices of the slave drivers and the same miserable life. You might wonder, what may lead one to have to live such a life at such a small age, the answer lies deep within our backgrounds and circumstances. I’ve been weaving ever since I was seven years old, till today, when I’m thirteen. Before this, I used to live with my family, we weren’t so rich but we were surviving. There were six of us, me, my two brothers, my sister and my parents. All of us used to go to a small school in the nearby village. My mother was a vegetable seller and my father was a drunkard who had a small job at a toothpaste factory. Then one day, due to excessive intake of alcohol, he passed away. His death really didn’t make much of a difference, as he was no good anyway, but still, we were slightly affected financially. Then one day, a rich merchant came to our village, and started offering all the children jobs and promised that he would pay us huge sums of money, if we worked at his factory. Without thinking twice, I took the job and I was taken away to a far away place to work at his factories. Had I known what lay ahead, I would have never gone with him, but at the time, we needed money and I felt that this was the best opportunity. We were immediately taken away to a deserted and remote area where there was no way of contacting anyone. We were told to do as he said, and our families would be kept happy. I never the money that had been promised, instead, all I got was a gloomy place to work, eat and sleep, the merchant kept on telling me that he was sending my family the promised money, but after knowing the reality of this place, I doubt my family ever saw a fraction of what was promised, and I also doubt that they are alive right now. As you clearly saw, I was tricked into working here and once I was in, there was no way out; I had no choice but to work at the factory, because the merchant said that there was no place to go from here and if anyone tried, they would be killed. The first of my days here were very hard, when I first started learning how to weave, I made many mistakes, but quickly learnt and became perfect. Everyday here is like hell, maybe worse. How I long to outside and play like a normal child. I want to go to school and learn and become someone and do good for humanity, but instead, my life is wasted here, weaving carpets forever. I feel pity for the younger children who have just arrived. They all seem really scared as they are very young and have no idea of what’s going on and what their lives are about to become. We have to toil hard and work till late at night and finish at least three carpets in five days, or else we don’t get dinner. You have to really focus all your attention into the weaving and sometimes we get so lost into the weaving, that we lose track of time; it’s as if, we’re in another world, much different from this one and that helps to focus more and eases the pain a bit. When weaving, you have to be very careful, for just the slightest mistake could ruin the entire carpet. I feel I have become like a pale shadow of my former self, before, I was carefree and happy with my family, but now, I feel scared and I am uncertain about my future; I don’t know what will happen to me after the merchant finds no use of me, or will I spend my entire life here just sitting and weaving? There are hundreds of unanswered questions and queries in my mind and I’m sure that most of us feel the same way as me – scared and uncertain. Everyday is a struggle and every minute is torture. We aren’t allowed to talk or stop working and if we do, the slave drivers shout at us and sometimes even whip us and there’s nothing we can do, for we have no choice as nobody knows of the merchant’s tyranny and more importantly, nobody cares. At night, when I lie down on the hard and cold floor and try to sleep, I pray and hope that tomorrow will be something else, something better, but it never happens, everyday is the same, hell. I sometimes wonder, the cruel merchant exploits lots of children every week and brings them here and makes them weave carpets. He then sells them for thousands, while all we get are a few scraps in the name of food. He commits such horrible sins and yet enjoys his riches and lives lavishly, while we have toil and struggle; I ask myself, â€Å"What have we done to have to suffer such a life of suffering and misery? Why won’t God answer our prayers? Where is he? Why does the merchant enjoy his life to the fullest extent? Is this the justice of God? Has evil truly oppressed good? Why?, Why?†¦Ã¢â‚¬ . But, I soon realize that there is no point in asking these meaningless questions, because the merchant will still get richer, while we suffer. I feel that the government should do something about this and so should the people who buy these carpets for thousands, they should think of us and how we are suffering. The merchant is exploiting us and using us as an unpaid workforce; he is abusing our rights and we are suffering. He has to be stopped from his exploitation at any cost because this way millions of children are separated from their families and are sent to far away lands to live a life worse than hell. The so-called â€Å"Human Rights Organization†, should do something to free us from this prison. But then again, I doubt that anything will happen. Some people might set out to do some investigations, but they will probably give up or be bribed by the extremely rich merchant, a case will be filed and will keep on circling the government departments and will soon be forgotten underneath a huge pile of papers, while we will continue to live in this hell†¦

Copper Cycle

The hog wheel ab aside of the underpinground material for this science seeing groundoratory get give away be cove release in great detail in the bait r come out of the closete later in the semester. here is virtu solelyy background in act uponation so you exclusivelyow understand the chemic science buns the chemic goions you bequeath per influence. numerous aspects of our lives involve chemical substance substance chemical replys-?from the batteries that agent our cars and cell ph nonp aril(a)s to the thousands of processes chance plurality within our bodies. intimately of these answers earn be classified into unitary of leash main types of chemical fight downions foolhardiness answers, dosage- nasty naturalisation answers, and oxidization- deduction ( in appendition c sever separately(prenominal)y(prenominal)ed blushing(a)o) re exertions.Aqueous Solutions(as) Many re attains occur in an sedimentary surround (I. E. , in a ancestor wher e ions and raises argon crashd in peeing). When we cont great deal that a reactant or product has the physical subject (as), we mean the substance is change state in piddle. When an bean fuse is in sedimentary solving, the case-by-case ions argon f alone in in con period for example, NCAA(as) exists as An+ and CLC- ions moving somewhat in piddle system system. solubility Rules Many bean chemical compounds ar fat-soluble-?I. E. , they dissolve in wet supply.Others for the most discussion section do non dissolve in body of water and argon con facial expression blushing(a) non-water-soluble. To realize if an dome compound is soluble-?I. E. , leave alone dissolve-?in water, we economic consumption the solvability Rules Solubility Rules for Ionic Compounds in pee The compound is SOLUBLE if it has An+, NH 4+ ton (ALWAYS ) 2. CHICHI-, none-, CHIC- 3. CLC-, BRB-, or 1-, only compounds with suffocate+, BP+2, and witch+2 ar insoluble 4. SASS- still co mpounds with Sagas, cases, scars, Bases, PBS, and Haggis argon insoluble The compound is indissoluble if it has 5.CHIC-, crack-, IPPP-, except compounds with dwell+, An+, K+, NH+ atomic number 18 soluble 6. SO-, except compounds with Lie+, An+, K+, NH+, ca+2, sir+2, AAA+2 atomic number 18 soluble . Hydroxide ion, OH-, except compounds The Solubility Rules indicate which compounds be soluble, and therefore be represented as sedimentary e. G. , Kill(as), Abaca(as), Noah(as), and so on The Solubility Rules oerly indicate which compounds are insoluble-?I. E. , do non dissolve in water and watch as substantives e. G. bass subtract+), C every(s), cacao(s), etc.Double Re popment/ hastiness response For example, guess the reply in the midst of aqueous lead(al) process with aqueous potassium bromide, as shown infra KGB(as) Puff KNEE distinguish that the chemical take shapeulas for the products ai tea b butt against forward are establish on their charges, to how t hey search on the reactant side of the chemical equivalence. ICC CHEM. 151 AL The papal bull regular recurrence O ICC, 2013 rapsc wholeion 1 of 12 ground solve on Solubility Rules 4 and 1, we take chances that BRB is insoluble and KNEE is soluble.Thus, the comp permite, equilibrise par is + 2 KGB(as) Pacific) + 2 KNEE(as) We suffer tin rub off _or_ out the spectator ions from the ionic comparison and tea promiseeem the net ionic equation barroom+(as) + 2 BRB -(as) 0 BRB(s) This chemical reception produces a cloudy mix with miniscule severalizeicles of the unattackable suspended in the consequence. When sufficient straight has established, it de array begin to flow at the substructure of the beaker. Thus, a clear root word becoming cloudy when an other(a)(prenominal) stem is added is a cheesepa reverberance deal taken as essayal evidence of a straight or f every straining.Acids and Bases Acids backside be delineate as substances that produce hydrated oxide ions (HUH+) when they are dissolve in water. A hydroxide ion is the product of a atomic number 1 ion that reacts with a water molecule H+(as) + H2O(l) 0 HUH+(as). A hydrated enthalpy ion (H+(as)) is equivalent weight to an aqueous hydroxide ion. The ii equations below both represent the unionization of hydrochloric mordant, HCI(as), but the indorsement one shows a particular water molecule explicitly. HCI(as) O H+(as) + CLC-(as)HCI(as) + H2O(l) O HUH+(as) + CLC-(as) Acids are norm wholey subdued to recognize since their formulas buzz off with H and postulates non coat elements other than H-?e. G. HCI(as), HON.(as), and HASPS(as) are wholly demigods. account that the physical state aqueous, (as), essential be entangled to distinguish a compound that is acting like an hot from other forms of a substance. For example, the formula HCI empennage withal be employ for enthalpy chloride flatulence, HCI(g), so to indicate aqueous hydrochloric tart, on e essentialiness specify HCI(as). One profi gameboard explanation of groundworks is that founds are compounds that produce hydroxide ions (OH-) when fade away in water.The dissociation of sodium hydroxide, Noah, is shown below. Noah(s) Noah(as) which is equivalent to An+(as) + OH-(as) Acid-Base Naturalization Reactions In an window grouch- infrastructure naturalization reception, a hydrogen ion- softening acrimonious reacts with a hydromechanicss base to produce water and a salinity (an ionic compound) HCI(as) + Noah(as) O acid base H2O(l) + Niacin(as) water salt Acids trick react with bases, regardless of whether the salt is soluble or insoluble. There are other types of acids and bases that toilet react without forming water.If the reactants and products of an acid/base reaction are illusionless and soluble, it is out of the question to monitor the progress of an acid-base reaction ground simply on the sort of the events. To onlyeviate us monitor acid-base reactions, we use litmus test test test tryout test reputation to determine if a re resolving is acidic or fundamental. Litmus typography changes color depending on the presence of H+ or OH- ions in the substance macrocosm tested. inexorable litmus w either topic acidulates red in acidic radicals containing H+ ions, and red litmus authorship whiles stern in raw material answers containing OH- ions. historic period 2 of 12 oxidisation/ ruboruction Reactions In an oxidisation/ lessening reaction, electrons are transferred from one reactant to the other. In the simplest form of these reactions, single-dis shipment reactions (also called single-re piazzament reactions), alloylic element ions react with unclouded coats. If the reaction proceeds, the plain coat gives electrons to the coat action. This commences the unpolluted alloy to become a action and the action to become a pure metal. The action essential perpetually apply an anion partner which is present every in an ionic solidity or in a rootage.For example MGM(s) + 2 put-on+(as) 0 2 Gag(s) + MGM+(as) metal action If the charge of an element is changing, that is a good indication that an oxidization/ lessening reaction is taking place. Later in the semester you leave alone learn closely(predicate) oxidation rime which are utilize to throttle sink in of to a greater extent complicated oxidation/ reduction reactions. blackguard l interpersonal chemistry The several(predicate) atomic number 29 species obtained in distributively part is shown in Equation 1 below discriminative stimulus(S) spokesperson I cue+(as) founder II part woozy cue(S) part graphic symbol V sombre l. oxidization hog Metal with arduous azotic Acid, HON.(as) The primary tincture involves transforming motivate metal to slob(al) ions, instigate+, utilize concentrated azotic acid, HON.(as). At the identical time, the nitrate ions (NON-) endure a series of reactions to form newt on monoxide, NO. This product rapidly reacts with root O in the air to form NON, a dark- dark- brownish blow out. The presence of hint+(as) makes the consequence muddied. When the reaction mixture is diluted with water, the prompt+ ions are hydrated (surrounded by water) to form the octahedral colonial ion, cue stick(H2O)62+, as shown below.Six water molecules (shown as red O and white H atoms) are bonded to a cue stick+ ion (shown in grayish as the central atom). prompt+(as) + 6 H2O(l) 0 cue stick(H2O)62+(as) disc everyplace 1 foliate 3 of 12 ill-treat II Chemistry II. Precipitating incite(OH)2(s) with Noah(as) In disjoint II, two reactions are carried out by adding Noah(as). In the first reaction, the hydroxide ions (OH-) from the Noah(as) rot the supernumerary hydroxide ions (HUH+) feet everyplace from the previous part HUH+(as) + OH-(as) 2 H2O(l) erst all the HUH+ ions are nullifyd, additional OH- ions react with the clew+ ion to form cue stick(OH)2 preci pitant. once all the motivate+ ions substantiate reacted, no much than headlong forms. minimal brain tolling more than OH- ions makes the tooth root basal, so it can turn red litmus constitution unconsecrated. Figure 2 on the nigh page shows the pervert-wise reaction of clew+ with Noah. Figure 2 measurement-wise badustration of the recklessness of cue(OH)2 in intermit II rec all over incite(H2O)2+ indicates the similar substance as instigate+. maiden Beaker At the end of Part I, hydrated slob complex, clue+ are present, do he upshot good-for-naught, and plain hydroxide ions (HUH+) remain from the azotic acid used. second Beaker Adding Noah(as) to the full-bodied stem results in the OH- ions neutralizing the HUH+ ions to form water HUH+(as) + OH-(as) 0 2 H2O(l).The An+ ions and resulting water molecules are non shown. third and fourth Beakers Once all the HUH+ are neutralized, adding more Noah(as) results in the OH- ions reacting with the hint+ to form the blue inspire(OH)2(s) overhasty shown at the bottom of the beaker. piddle molecules released from the complex ion are non shown. fifth Beaker When all of the inspire+ ions shoot been reborn to discriminative stimulus(OH)2(s) light, adding more Noah(as) results in uncorrelated OH- ions in dissolving agent, which makes the theme basic. Red litmus base can be used to stand the solution is basic. account that the solution is no all-night blue since no cue stick+ ions are present in the solution. abuse sickish Chemistry sick-abed. Converting solid instigate(OH)2 to solid hint In Part Ill of the sequence, the reaction mixture is warmnessed. This transforms the inspire(OH)2 sicken to Cue devolve. scalawag 4 of 12 The Cue hasty is separated from the solution, called the supernatant liquid, victimisation a method called gravity filtration. The mixture is clicked use a come home funnel, ND the solid is hive uped on drivel account. The supernatant liqui d runs with the stress writing and collects in a beaker.This resulting filtered solution is called the filtrate. footfall IV Chemistry V. change state Cue(s) with sulphuric acid, HASPS(as) In Part V, the Cue pass is dissolved employ sulphuric acid, HASPS(as). This redo reaction returns bull to its aqueous phase. bill V Chemistry V. trim back Cue+ ions with Zinc Metal In Part V, zinc metal ( back breaker) is added to the pig bed solution to convert the hog ions back to sloven metal, Cue(s). The resulting solution go out contain neutral zinc ions, Zen+(as) and bruiser solid. clear evidence of this reaction is find as bubbles of gas being released from the solution. Since the HUH+ ions do not dissolve the Cue metal, the do of copper yielded is not affected by redundancy acid. ) Identify the gas displaced from the acid in this reaction. When the solution becomes colorless, all of the Cue+ ions yield been born-again to Cue metal. any of the bare Zen metal is also converted to Zen+ ion by the excess HUH+ ions from the sulfuric acid, HASPS(sub out-of-pocketd to dissolve the Cue precipitate in Part IV. Once all the Zen metal is dissolved, the Cue metal can be isolated by decanting, or pou basketball hoop off, the supernatant liquid. The Cue will then be rinsed, dried, and weighed as describe in the physical process. Age 5 of 12 In this experiment, you will assume out a series of reactions starting time with copper metal. This will give you manage intervention chemical reagents and fashioning observations. It is distinctive for scientists to come across materials forrader they react, what happens during a reaction and how it looks when the reaction has come to completion. The product of the net reaction will be copper metal and the percent copper that is recovered(p) will be calculated. **Lab notebook** You should overwhelm one table that contains the atomic pile of copper at the beginning and ND of the experiment along with % of copper recovered.This table should embarrass atomic reactor of copper at the start of experiment (in Part l) down of copper + evaporating dish (from Part V) bus of drop evaporating dish (from Part V) Mass of copper recovered (from Part V) share of copper recovered book of account observations for distributively of the stairs (I-V) of the copper cycle in your research research laboratoryoratoryoratory book. Be sure to score from each one step (I-V). The observations for each step should involve the appearing of the reactants before the reaction the appearance of the reactants during the reaction (for example, bubbles, flames, etc. The appearance of the products aft(prenominal) the reaction.Your observations should include state(s) of matter, color, texture, smell, etc. Where applicable. If your observations are not detailed, you may not bring forth secure credit. One step also requires a specific chemical test using litmus idea to break out for acidity. Be sure to also book the results of these tests in your lab notebook. **You will turn in worksheet pages 11-12 along with the duplicate pages from your lab notebook. Step l office Oxidation Cue with concentrated nitrous acid, HON.(as) 1 . brand a sample of slowness makeup in the balance. Tare the balance, so it reads 0. 0000 g. utilisation forceps to transfer nearly 0. 5-0. 40 g of Cue strips onto the weighing paper. character the mass of the Cue strips. transportation the Cue strips into a clean 250-ml beaker labeled with one of your group members initials. Record the appearance of the copper metal in your lab cut across. premeditation Concentrated nitric acid is super corrosive, so it can cause stern chemical burns and damage clothing. bring off with precaution and quash breathing the experience. each nitric acid spilled on fight must(prenominal) be rinsed forthwith with water for 15 minutes. all acid spilled on your work land must be neutralized then the wide r otter should be laundryed and dried. charge Concentrated nitric acid reacts with copper metal to form brown toxic NON gas. Leave the reaction beaker in the stink exhaust rowdy until all of the brown gas is vented in the hood. ICC CHEM. 151 AL The hair Cycle page 6 of 12 2. In a fume hood, use a 10-ml make water piston chamber to carefully measure astir(predicate) 3 ml of concentrated nitric acid, HON.(as). behind pour the nitric acid onto the Cue strips in the beaker, swirling the beaker to maximize rival between the Cue and nitric acid until all of the solid Cue has dissolved and the NON gas has escaped.Keep the action beaker in the hood until all the toxic brown NON gas is gone, and preserve your face away from the hood to bar inhaling nitric acid fumes and NON gas. divulge the reaction between HON. and the Cue metal in your lab report. 3. rationalize the resulting solution with about 10 ml of inhabitant water. pull the appearance of the resulting solution contain ing Cue+ in your information table. Step II Chemistry Precipitating Cue(OH)2(s) with Noah(as) left over(p) over from the previous part. Once all the HUH+ ions are neutralized, additional OH- ions react with the Cue+ complex ion to form a jellylike blue Cue(OH)2 precipitate.Once all the Cue+ ions have reacted, no more precipitate forms. Adding more OH- ions makes the solution basic, so it can turn red litmus paper blue. The belief sequence on the next page outlines the step-by-step process that occurs during this step. Step II single-valued function Precipitating Cue(OH)2 with Noah solution carefulness sodium hydroxide (Noah) can slow damage eyes. It is corrosive and can cause chemical burns and damage clothing. Any Noah disperse into eyes or spilled on fell must be rinsed immediately with water for 15 minutes. Any base spilled on your work area must be neutralized then the entire area should be serveed and dried. go ceaselessly invokering the Cue solution, easily a dd MM Noah(as) from the dropper bottles. First, the OH- from the Noah added will neutralize the excess acid left over from Part l. 2. Once all the acid is neutralized, additional OH- ions react with the Cue+ to form Cue(OH)2(s), a blue precipitate. Record what you observe in your lab report. When adding more Noah does not produce more precipitate, the solution can be tested to determine if all the Cue+ has been precipitated and additional OH- has do the solution basic. using up red litmus paper to test if the solution is basic as follows.Without stubbing any precipitate, use a glass stir rod to place a drop of solution (not the precipitate) on a piece of red litmus paper. If it turns blue, the solution is basic. S sort out adding Noah when the solution turns red litmus paper blue. break your litmus test in your lab report. foliate 7 of 12 Step-wise Illustration of the Precipitation of part II 1st Beaker chasten solution using red litmus paper (refer to background handout). Cont inue adding base until solution is basic. At the end of Part I Cue+ ions are present, making the solution blue, and excess hydroxide ions (HUH+) remain from the nitric acid used. D Beaker Adding Noah(as) to the blue solution results in the OH- ions ions are not shown. third and 4th Beakers 5th Beaker Once all the HUH+ are neutralized, adding more Noah(as) results in the OH- ions reacting with the Cue+ to form the blue Cue(OH)2(s) precipitate shown at the bottom of the beaker. When all of the Cue+ ions have been converted to Cue(OH)2(s) precipitate, adding more Noah(as) results in unrelated OH- ions in solution, which makes the solution basic. Red litmus paper can be used to confirm the solution is basic. Note that the solution is no longer blue since no Cue+ ions are present in the solution.In reality, your solution may understood appear blue because of the dispersion of the Cue(OH)2 in the solution by mixing. Step Ill Procedure Converting Cue(OH)2(s) to Cue(s) 1. Set up a ring st and as shown in the get word at the right. Set up a ring fix, and put a telegram gauze on top of it. in a higher place it, draw another ring fix with a diameter full-grown becoming to go around a 250-ml beaker. You are going to notice your 250 ml beaker on the get off ring and gauze. The swiftness clamp will express the beaker in place so it does not fall. 2. Add about 30-40 ml of habitant water to your reaction beaker from Part II.Carefully place the beaker on the ring stand inside(a) the f number ring. CAUTION Gently heat the beaker over a medium flame. (Set the inner cone shape of the bunsen burner burner flame to a big top of about 1. 5 inch and the lower ring stand about 4 inches above the top of the Bunsen burner). endlessly stir the solution with the glass end of the inspiration rod until all the blue precipitate turns black, and the solution is clear. If the solution starts to violate or boil, immediately remove the beaker from the heat and let the solutio n cool slightly. Describe what happens to the Cue(OH)2 precipitate upon heating in your lab port. Age 8 of 12 3. furnish the beaker and circumscribe to cool. While they are cooling, set up the gravity filtration apparatus. Obtain a second ring stand, and attach a ring clamp that is micro bounteous to hold the formative funnel. Prepare the filter paper as shown below Finally, place the p get goingic funnel in the small ring clamp, and place a 400-ml beaker downstairs it to collect the filtrate (the liquid that goes done the filter paper). The funnels stem should be unspoilt inside the beaker to prevent splashing. 4. commit the markings on a clean 150-ml beaker to measure out about 25 ml of denizen water.Boil the water on a hotplate to wash the precipitate in step 6. 5. When the 250-ml reaction beaker has cooled to room temperature, pour the Cue precipitate into the funnel to filter the contents. Transfer the last traces of the solid from the reaction beaker into the funnel, using a stream of denizen water. 6. Use a disposable pipette to wash the precipitate on the filter paper using the hot denizen water change in the 150-ml beaker. Allow each mint of hot water to drainpipe through the filter paper into the beaker below before adding the next portion. Use 15 ml of the hot denizen water to well wash the Cue precipitate.Copper CycleCH 130 B world-wide Chemistry I The Lab accounting As a scientist you are responsible for conveying the results of an experiment to a supervisor, a colleague, or the public. Often, you will convey this teaching in the form of a scientific paper describing your work. This paper needs to all the way describe why and how an experiment was done, and it must include an interpretation of results, including a tidings of their importance and any significant sources of error. You lab report will be a brief version of a publication.It should contain the following sections Introduction This part of the paper should be an explan ation of the purpose of the experiments and a review of relevant principles related to the work. This is NOT a procedure. Data and Calculations Attach your grade summary sheet from the experiment. If you did any calculations incorrectly, attach a sheet with correct calculations. In addition to the summary sheet include a table which details observations and know information. What did the solutions look like, what were their concentrations, etc.?Results and Discussion This part of the report should include an in-depth discussion of your data and observations, in es check out form. Again, do not rewrite a detailed procedure here, but summarize what you did in the experiment. Describe what you observed. What do your results tell you? Explain whether your results matched your evaluate results. If they didnt (and they surely didnt match exactly) discuss the reasons why this might be the case. What are the possible sources of error?How would each of these sources of error affect the res ult? dispose yourself and your reader that you are correct in your conclusions. Reiterate your data in affinity to your conclusions. You should be able to explain the chemistry that is occurring in the experiment. Please remember the basic principles of writing. Your lab report must be mechanically correct (grammar and punctuation). It is your responsibility to stoppage your grammar and spelling. You will be graded on this. How is a lab report contrary than an English paper? Lab reports are written in third person, passive, prehistorical tense. The rough drawing and final brief can be double-sided, but they must be double-spaced. Lab reports use simple, asserting(a) sentences that connect observations to conclusions. The simplest way to say something is often the best. There is no page or word requirement. Say what you have to say so that your reader understands. Common mistakes to avoid Try not to start your accession with the purpose of this experiment or a similar ph rase. Compounds/elements are not proper nouns. Do not capitalize them. Use superscripts and subscripts. Proofread This lab report should be approximately 2 pages long. You will all write the lab report for the same experiment. The experiment is labeled on your instrument as Cu Cycle. A finished rough draftsmanship of your lab report is due on (or before) October 22. The rough draft will be counted as half(prenominal) of the total grade for the paper. The final draft of your report will be due on November 26 in class.Copper CycleThe Copper Cycle Most of the background material for this laboratory will be covered in greater detail in the lecture course later in the semester. Here is some background information so you will understand the chemistry behind the reactions you will perform. Many aspects of our lives involve chemical reactions-?from the batteries that power our cars and cell phones to the thousands of processes occurring within our bodies. Most of these reactions can be classified into one of three main types of chemical reactions precipitation reactions, acid-base naturalization reactions, and oxidation- deduction (also called redo) reactions.Aqueous Solutions(as) Many reactions occur in an aqueous environment (I. E. , in a solution where ions and compounds are dissolved in water). When we indicate that a reactant or product has the physical state (as), we mean the substance is dissolved in water. When an ionic compound is in aqueous solution, the individual ions are present in solution for example, NCAA(as) exists as An+ and CLC- ions moving around in water. Solubility Rules Many ionic compounds are soluble-?I. E. , they dissolve in water.Others generally do not dissolve in water and are considered insoluble. To determine if an ionic compound is soluble-?I. E. , will dissolve-?in water, we use the Solubility Rules Solubility Rules for Ionic Compounds in Water The compound is SOLUBLE if it has An+, NH 4+ ton (ALWAYS ) 2. CHICHI-, NON-, CHIC- 3 . CLC-, BRB-, or 1-, except compounds with Gag+, BP+2, and Hag+2 are insoluble 4. SASS- except compounds with Sagas, cases, scars, Bases, PBS, and Haggis are insoluble The compound is INSOLUBLE if it has 5.CHIC-, crack-, IPPP-, except compounds with Lie+, An+, K+, NH+ are soluble 6. SO-, except compounds with Lie+, An+, K+, NH+, ca+2, sir+2, AAA+2 are soluble . Hydroxide ion, OH-, except compounds The Solubility Rules indicate which compounds are soluble, and thus are represented as aqueous e. G. , Kill(as), Abaca(as), Noah(as), etc. The Solubility Rules also indicate which compounds are insoluble-?I. E. , do not dissolve in water and remain as solids e. G. Basso+), Call(s), cacao(s), etc.Double Replacement/Precipitation Reaction For example, consider the reaction between aqueous lead(al) nitrate with aqueous potassium bromide, as shown below KGB(as) Puff KNEE Note that the chemical formulas for the products formed are based on their charges, to how they appear on the reactant side of the chemical equation. ICC CHEM. 151 AL The copper cycle O ICC, 2013 page 1 of 12 Based on Solubility Rules 4 and 1, we find that BRB is insoluble and KNEE is soluble.Thus, the complete, balanced equation is + 2 KGB(as) Pacific) + 2 KNEE(as) We can cancel the spectator ions from the ionic equation and write the net ionic equation Pub+(as) + 2 BRB -(as) 0 BRB(s) This reaction produces a cloudy mixture with small particles of the solid suspended in the solution. When enough solid has formed, it will begin to settle at the bottom of the beaker. Thus, a clear solution becoming cloudy when another solution is added is often taken as experimental evidence of a solid or precipitate forming.Acids and Bases Acids can be defined as substances that produce hydroxide ions (HUH+) when they are dissolved in water. A hydroxide ion is the product of a hydrogen ion that reacts with a water molecule H+(as) + H2O(l) 0 HUH+(as). A hydrated hydrogen ion (H+(as)) is equivalent to an aqueous hydroxide ion. The two equations below both represent the unionization of hydrochloric acid, HCI(as), but the second one shows a particular water molecule explicitly. HCI(as) O H+(as) + CLC-(as)HCI(as) + H2O(l) O HUH+(as) + CLC-(as) Acids are usually easy to recognize since their formulas start with H and contains nonmetal elements other than H-?e. G. HCI(as), HON.(as), and HASPS(as) are all acids. Note that the physical state aqueous, (as), must be included to distinguish a compound that is acting like an acid from other forms of a substance. For example, the formula HCI can also be used for hydrogen chloride gas, HCI(g), so to indicate aqueous hydrochloric acid, one must specify HCI(as). One useful definition of bases is that bases are compounds that produce hydroxide ions (OH-) when dissolved in water.The dissociation of sodium hydroxide, Noah, is shown below. Noah(s) Noah(as) which is equivalent to An+(as) + OH-(as) Acid-Base Naturalization Reactions In an acid-base naturalization reacti on, a hydrogen ion-containing acid reacts with a hydromechanicss base to produce water and a salt (an ionic compound) HCI(as) + Noah(as) O acid base H2O(l) + Niacin(as) water salt Acids can react with bases, regardless of whether the salt is soluble or insoluble. There are other types of acids and bases that can react without forming water.If the reactants and products of an acid/base reaction are colorless and soluble, it is impossible to monitor the progress of an acid-base reaction based solely on the appearance of the solutions. To help us monitor acid-base reactions, we use litmus paper to determine if a solution is acidic or basic. Litmus paper changes color depending on the presence of H+ or OH- ions in the substance being tested. Blue litmus paper turns red in acidic solutions containing H+ ions, and red litmus paper turns blue in basic solutions containing OH- ions. Age 2 of 12 Oxidation/Reduction Reactions In an oxidation/reduction reaction, electrons are transferred from one reactant to the other. In the simplest form of these reactions, single-displacement reactions (also called single-replacement reactions), metal ions react with pure metals. If the reaction proceeds, the pure metal gives electrons to the metal action. This causes the pure metal to become a action and the action to become a pure metal. The action must always have an anion partner which is present either in an ionic solid or in a solution.For example MGM(s) + 2 Gag+(as) 0 2 Gag(s) + MGM+(as) metal action If the charge of an element is changing, that is a good indication that an oxidation/ reduction reaction is taking place. Later in the semester you will learn about oxidation numbers which are used to keep track of more complicated oxidation/ reduction reactions. Step l Chemistry The different copper species obtained in each part is shown in Equation 1 below cue(S) Part I cue+(as) Part II part Ill cue(S) part Part V blue l.Oxidation Copper Metal with Concentrated Nitric Acid, HON.( as) The first step involves transforming Cue metal to copper(al) ions, Cue+, using concentrated nitric acid, HON.(as). At the same time, the nitrate ions (NON-) undergo a series of reactions to form nitrogen monoxide, NO. This product rapidly reacts with oxygen in the air to form NON, a brown gas. The presence of Cue+(as) makes the solution blue. When the reaction mixture is diluted with water, the Cue+ ions are hydrated (surrounded by water) to form the octahedral complex ion, Cue(H2O)62+, as shown below.Six water molecules (shown as red O and white H atoms) are bonded to a Cue+ ion (shown in gray as the central atom). Cue+(as) + 6 H2O(l) 0 Cue(H2O)62+(as) Figure 1 page 3 of 12 Step II Chemistry II. Precipitating Cue(OH)2(s) with Noah(as) In Part II, two reactions are carried out by adding Noah(as). In the first reaction, the hydroxide ions (OH-) from the Noah(as) neutralize the excess hydroxide ions (HUH+) feet over from the previous part HUH+(as) + OH-(as) 2 H2O(l) Once all the H UH+ ions are neutralized, additional OH- ions react with the Cue+ ion to form Cue(OH)2 precipitate. Once all the Cue+ ions have reacted, no more precipitate forms.Adding more OH- ions makes the solution basic, so it can turn red litmus paper blue. Figure 2 on the next page shows the step-wise reaction of Cue+ with Noah. Figure 2 Step-wise Illustration of the Precipitation of Cue(OH)2 in Part II Remember Cue(H2O)2+ indicates the same substance as Cue+. 1st Beaker At the end of Part I, hydrated copper complex, Cue+ are present, making he solution blue, and excess hydroxide ions (HUH+) remain from the nitric acid used. 2nd Beaker Adding Noah(as) to the blue solution results in the OH- ions neutralizing the HUH+ ions to form water HUH+(as) + OH-(as) 0 2 H2O(l).The An+ ions and resulting water molecules are not shown. 3rd and 4th Beakers Once all the HUH+ are neutralized, adding more Noah(as) results in the OH- ions reacting with the Cue+ to form the blue Cue(OH)2(s) precipitate shown a t the bottom of the beaker. Water molecules released from the complex ion are not shown. 5th Beaker When all of the Cue+ ions have been converted to Cue(OH)2(s) precipitate, adding more Noah(as) results in unrelated OH- ions in solution, which makes the solution basic. Red litmus paper can be used to confirm the solution is basic.Note that the solution is no longer blue since no Cue+ ions are present in the solution. Step Ill Chemistry Ill. Converting solid Cue(OH)2 to solid Cue In Part Ill of the sequence, the reaction mixture is heated. This transforms the Cue(OH)2 precipitate to Cue precipitate. Page 4 of 12 The Cue precipitate is separated from the solution, called the supernatant liquid, using a method called gravity filtration. The mixture is filtered using a filter funnel, ND the solid is collected on filter paper. The supernatant liquid runs through the filter paper and collects in a beaker.This resulting filtered solution is called the filtrate. Step IV Chemistry V. Dissolv ing Cue(s) with sulfuric acid, HASPS(as) In Part V, the Cue precipitate is dissolved using sulfuric acid, HASPS(as). This redo reaction returns copper to its aqueous phase. Step V Chemistry V. Reducing Cue+ ions with Zinc Metal In Part V, zinc metal (Zen) is added to the copper solution to convert the copper ions back to copper metal, Cue(s). The resulting solution will contain colorless zinc ions, Zen+(as) and copper solid. Visible evidence of this reaction is observed as bubbles of gas being released from the solution. Since the HUH+ ions do not dissolve the Cue metal, the amount of copper yielded is not affected by excess acid. ) Identify the gas displaced from the acid in this reaction. When the solution becomes colorless, all of the Cue+ ions have been converted to Cue metal. All of the excess Zen metal is also converted to Zen+ ion by the excess HUH+ ions from the sulfuric acid, HASPS(subdued to dissolve the Cue precipitate in Part IV. Once all the Zen metal is dissolved, the Cue metal can be isolated by decanting, or pouring off, the supernatant liquid. The Cue will then be rinsed, dried, and weighed as described in the procedure. Age 5 of 12 In this experiment, you will carry out a series of reactions starting with copper metal. This will give you practice handling chemical reagents and making observations. It is typical for scientists to observe materials before they react, what happens during a reaction and how it looks when the reaction has come to completion. The product of the final reaction will be copper metal and the percent copper that is recovered will be calculated. **Lab Notebook** You should include one table that contains the mass of copper at the beginning and ND of the experiment along with % of copper recovered.This table should include Mass of copper at the start of experiment (in Part l) Mass of copper + evaporating dish (from Part V) Mass of empty evaporating dish (from Part V) Mass of copper recovered (from Part V) Percent of coppe r recovered Record observations for each of the steps (I-V) of the copper cycle in your lab book. Be sure to label each step (I-V). The observations for each step should include the appearance of the reactants before the reaction the appearance of the reactants during the reaction (for example, bubbles, flames, etc. The appearance of the products after the reaction.Your observations should include state(s) of matter, color, texture, smell, etc. Where applicable. If your observations are not detailed, you may not receive full credit. One step also requires a specific chemical test using litmus paper to check for acidity. Be sure to also record the results of these tests in your lab notebook. **You will turn in worksheet pages 11-12 along with the duplicate pages from your lab notebook. Step l Procedure Oxidation Cue with concentrated nitric acid, HON.(as) 1 . Place a sample of weighing paper in the balance. Tare the balance, so it reads 0. 0000 g. Use forceps to transfer about 0. 5- 0. 40 g of Cue strips onto the weighing paper. Record the mass of the Cue strips. Transfer the Cue strips into a clean 250-ml beaker labeled with one of your group members initials. Record the appearance of the copper metal in your lab report. CAUTION Concentrated nitric acid is highly corrosive, so it can cause severe chemical burns and damage clothing. Handle with care and avoid breathing the fumes. Any nitric acid spilled on skin must be rinsed immediately with water for 15 minutes. Any acid spilled on your work area must be neutralized then the entire rear should be washed and dried.CAUTION Concentrated nitric acid reacts with copper metal to form brown toxic NON gas. Leave the reaction beaker in the fume hood until all of the brown gas is vented in the hood. ICC CHEM. 151 AL The Copper Cycle page 6 of 12 2. In a fume hood, use a 10-ml graduated cylinder to carefully measure about 3 ml of concentrated nitric acid, HON.(as). Slowly pour the nitric acid onto the Cue strips in the beaker, swirling the beaker to maximize contact between the Cue and nitric acid until all of the solid Cue has dissolved and the NON gas has escaped.Keep the action beaker in the hood until all the toxic brown NON gas is gone, and keep your face away from the hood to avoid inhaling nitric acid fumes and NON gas. Describe the reaction between HON. and the Cue metal in your lab report. 3. Dilute the resulting solution with about 10 ml of denizen water. Describe the appearance of the resulting solution containing Cue+ in your data table. Step II Chemistry Precipitating Cue(OH)2(s) with Noah(as) left over from the previous part. Once all the HUH+ ions are neutralized, additional OH- ions react with the Cue+ complex ion to form a gelatinous blue Cue(OH)2 precipitate.Once all the Cue+ ions have reacted, no more precipitate forms. Adding more OH- ions makes the solution basic, so it can turn red litmus paper blue. The picture sequence on the next page outlines the step-by-step process tha t occurs during this step. Step II Procedure Precipitating Cue(OH)2 with Noah solution CAUTION Sodium hydroxide (Noah) can easily damage eyes. It is corrosive and can cause chemical burns and damage clothing. Any Noah splashed into eyes or spilled on skin must be rinsed immediately with water for 15 minutes. Any base spilled on your work area must be neutralized then the entire area should be washed and dried. While constantly stirring the Cue solution, slowly add MM Noah(as) from the dropper bottles. First, the OH- from the Noah added will neutralize the excess acid left over from Part l. 2. Once all the acid is neutralized, additional OH- ions react with the Cue+ to form Cue(OH)2(s), a blue precipitate. Record what you observe in your lab report. When adding more Noah does not produce more precipitate, the solution can be tested to determine if all the Cue+ has been precipitated and additional OH- has made the solution basic. Use red litmus paper to test if the solution is basic as follows.Without stubbing any precipitate, use a glass stir rod to place a drop of solution (NOT the precipitate) on a piece of red litmus paper. If it turns blue, the solution is basic. Stop adding Noah when the solution turns red litmus paper blue. Describe your litmus test in your lab report. Page 7 of 12 Step-wise Illustration of the Precipitation of part II 1st Beaker Check solution using red litmus paper (refer to background handout). Continue adding base until solution is basic. At the end of Part I Cue+ ions are present, making the solution blue, and excess hydroxide ions (HUH+) remain from the nitric acid used. D Beaker Adding Noah(as) to the blue solution results in the OH- ions ions are not shown. 3rd and 4th Beakers 5th Beaker Once all the HUH+ are neutralized, adding more Noah(as) results in the OH- ions reacting with the Cue+ to form the blue Cue(OH)2(s) precipitate shown at the bottom of the beaker. When all of the Cue+ ions have been converted to Cue(OH)2(s) precip itate, adding more Noah(as) results in unrelated OH- ions in solution, which makes the solution basic. Red litmus paper can be used to confirm the solution is basic. Note that the solution is no longer blue since no Cue+ ions are present in the solution.In reality, your solution may still appear blue because of the dispersion of the Cue(OH)2 in the solution by mixing. Step Ill Procedure Converting Cue(OH)2(s) to Cue(s) 1. Set up a ring stand as shown in the figure at the right. Set up a ring clamp, and put a wire gauze on top of it. Above it, attach another ring clamp with a diameter large enough to go around a 250-ml beaker. You are going to set your 250 ml beaker on the lower ring and gauze. The upper clamp will hold the beaker in place so it does not fall. 2. Add about 30-40 ml of denizen water to your reaction beaker from Part II.Carefully place the beaker on the ring stand inside the upper ring. CAUTION Gently heat the beaker over a medium flame. (Set the inner cone of the Bun sen burner flame to a height of about 1. 5 inch and the lower ring stand about 4 inches above the top of the Bunsen burner). Constantly stir the solution with the glass end of the stirring rod until all the blue precipitate turns black, and the solution is clear. If the solution starts to bump or boil, immediately remove the beaker from the heat and let the solution cool slightly. Describe what happens to the Cue(OH)2 precipitate upon heating in your lab port. Age 8 of 12 3. Allow the beaker and contents to cool. While they are cooling, set up the gravity filtration apparatus. Obtain a second ring stand, and attach a ring clamp that is small enough to hold the plastic funnel. Prepare the filter paper as shown below Finally, place the plastic funnel in the small ring clamp, and place a 400-ml beaker beneath it to collect the filtrate (the liquid that goes through the filter paper). The funnels stem should be Just inside the beaker to prevent splashing. 4. Use the markings on a clean 150-ml beaker to measure out about 25 ml of denizen water.Boil the water on a hotplate to wash the precipitate in step 6. 5. When the 250-ml reaction beaker has cooled to room temperature, pour the Cue precipitate into the funnel to filter the contents. Transfer the last traces of the solid from the reaction beaker into the funnel, using a stream of denizen water. 6. Use a disposable pipette to wash the precipitate on the filter paper using the hot denizen water heated in the 150-ml beaker. Allow each portion of hot water to drain through the filter paper into the beaker below before adding the next portion. Use 15 ml of the hot denizen water to thoroughly wash the Cue precipitate.