Clinical neural scaffold for olfactory ensheathing cells Thesis

Clinical neural scaffold for olfactory ensheathing cells - Thesis Example It is known that UV can degrade polymer. Previous studies showed that UV wavelength of 250 nm can cleave poly (methyl methacrylate), a standard polymer to its monomer methyl methacrylate and gases (Srinivasan, Braren, & Casey, 1990). Increasing the duration of the sterilization also increased damage to the polymer structure (Shearer, Ellis, Perera, & Chaudhuri, 2005)Recently, UV has been shown to induce significant degradation of PLGC and P(LLA-CL) nanofibers (Yixiang, Yong, Liao, Chan, & Ramakrishna, 2008). The degradation by UV of electrospun nanofibers can be exploited for the fabrication of 3D nanofibrous scaffolds with micropores. For the ethanol sterilization, the global structure of the fibrous mesh shrank in size, detaching part of the fastened portion of the mesh from the membrane insert Investigation on two different scaffolds showed that ethanol sterilization also resulted in damage to the polymer (Shearer, Ellis, Perera, & Chaudhuri, 2005). Digital image analysis from SEM images, showed that average fibre diameter expanded by 21.1% (EOa= 1.08Â µm; EOb=0.89 Â µm) (Error: Reference source not found). ... been the sterilization process of choice in electrospun PLGA nanofiber scaffold for inducing the continuous differentation of mesenchymal stem cells, chondrogenic and osteogThe PMMA membrane inserts were inert to all sterilization processes. enic lineages (Xin, Hussain, & Mao, 2007). Ethylene oxide sterilization had no effect on the inherent viscosity, glass transition temperature and mechanical properties of 82:18 poly(l-lactic acid)-poly(glycolic acid) used on craniofacial plates. The in vitro hydrolysis rates and mechanical strength loss were not also affected providing evidence that ethylene oxide sterilization cycle agrees well with copolymer plates and thus should not affect clinical performance (Pietrzak, 2010). 14.2 Cellular Response on Scaffold Functionalization Scaffolds to encourage cell growth and differentiation must mimic not only the biological but also the physical properties of the extracellular matrix. Functionalization of the engineered scaffolds aims to improve su rface properties towards cell differentiation and proliferation. The high fidelity of the submicron scale features and dimension in the PLGA electrospun fibres mesh after coating and air-drying was verified through SEM (Error: Reference source not foundC, E, G, I). The effect of nanofibres functionalization was then studied by analysing the cellular responses on the nanofibres.After four days in culture, the responses of seeded purified OEC on the four types of functionalization were investigated using immunofluorescence microscopy. All four coatings (collagen, laminin, pLL and pDL) promoted cell attachment, when compared to the non-functionalized PLGA electrospun nanofibres mesh (Error: Reference source not foundD, F, H, J vs. Error: Reference source not foundA). All four

Individuality in 20th Century Art Essay Example for Free

Individuality in 20th Century Art Essay 20th Century art has spawned great art forms. Its evident transformation had triggered the question of whether or not the development was caused by the pure genius of the artist or by the preceding art that he was born into. This essay will discuss how the artists of the 20th century have made art almost indefinable (Nicolas Pioch, The 20th century) by looking into the quotes of Immanuel Kant (1790) and Andre Malraux (1953), as well as looking at some actual works before and after 1950 which would illustrate that art has clearly become an expression of an artist’s emotions and thoughts as honed by the past. As individuality steps in, we will closely look at how an individual’s person is actually affected by his experiences and orientation on various aspects of his existence such as how he could have been raised, how he may have been exposed to previous artworks and the like. Immanuel Kant, in his quote from the Critique of Judgment (1790) had clearly defined genius as, â€Å"a talent for producing that for which no definite rule can be given†. I believe that this is like how scientists are referred to as geniuses, they have defied popular beliefs or what had actually become a norm for their time or era. They would produce materials that are not usual for the majority. Similar to this, I believe that such was also the case as he may have found that an artwork, which proved to be unique for its genre, is already a product of a genius. A good example of what was said to be a work of a genius was that of Vincent Van Gogh’s Starry Night and Donatello’s Crucifix (images shown in the Documentation). These were considered unique and were painted outside the what was considered as standard during their time or era, as these works had clearly defied the usual idea of what our usual picture of the heavens is (Starry Night) as well as the common picture of how Christ was crucified. Texture of these creations also scream of individuality as was the case with Van Gogh’s work. As was said by I. Kant, â€Å"originality must be its primary property† for an art to be considered as the work of a genius. It is clear he meant that it was something that was not usually done but did not deduce it to not being influenced at all by artworks that came before them. Instead the focus was on how they have made their creations different from the others without necessarily straying from the same idea or thought. Like in Van Gogh’s work, there had already been paintings depicting the heavens at night but its form and texture as well as the colors utilized were clearly out of the ordinary and had been very original despite the presence of previous artworks that had been made. On the other hand, Andre Malraux’s, â€Å"The Voices of Silence† (1953) compared artwork to a child that matures. Meaning that art basically evolves. It does not necessarily veer away from its contemporaries but is created from what he may have experienced. Like a child that may have learned to walk more carefully after acquiring a scratch from a fall, an artist was also said to rise from their own conflicts and the achievements of their predecessors. A person that may have lived within a war-torn era may create an artwork that depicts what he had witnessed, at the same time picking out best practices from works that were previously done by others and using them as inspiration to put his experience or what he had witnessed into a work of art. As such, A. Malraux was right about picking them out â€Å"from their struggle with the forms that others have imposed on life†. We note though, that experiences do not necessarily remain within the context of a person’s personal struggles but can derive thoughts from their successes as well or the comfort that they may have had. A classic example is Jose Manuel Merello Arvilla’s â€Å"bodegon electrico†, which depicts Spain’s colorful yet subdued culture evident in the shades and texture utilized. Similar to this is Vijendra Singh Devra’s painting of a three-part series called the Blue Night, where the texture was actually smooth and the contrast was stark that may be an evidence of the painter’s experiences or social status. It may not be easy to defy the norms. An artist is faced with the risk of being singled out either as great or poor. The genre of which the artwork is in defines the product that the artist creates. As mentioned in â€Å"Necrophilic Logics and the revolt of the imagination†, http://www. geocities. com/kk_abacus/carp. html: A split between the rational and irrational is constructed by every rational system; each rationality creates a corresponding irrationality, that which does not fit inside of it. Therefore, each rational system has inherent limits. To break out of a rationality, one must also be capable of conceiving of that which lies beyond the limits of that system. Rational systems can be useful tools but they can also become mental prisons. There is a slim demarcation between the subconscious and the imagination of a person as it says that both are something that goes beyond the inherent limits of man’s rationality. As such, it is clear that an artist’s genius is based on how he creates a unique description of what he has undergone or experienced as well as his absorption of what had been proven effective and successful for other artists as well.

The Hobbit - The Motivation Of Lust :: essays research papers

Anyone who had something of great value stolen from him would try to get it back. Even if that person had to go to high risks to reclaim what was theirs. In the book The Hobbit, a hobbit named Bilbo Baggins, a wizard named Gandalf, and thirteen dwarves have to get back their lost treasure that a character named Smaug stole. To reclaim their treasure they have to travel a long distance to the Lonely Mountain where Smaug is hiding . Throughout their journey they encounter many life-hindering experiences. Dangers and obstacles pop up everywhere. The reason why this group goes to such great lengths to get their treasure is because of one reason, which is their motivation of lust. Lust created the conflict in this story. The conflict is the most important literary element because it directly affects everyone in the story. There are many conflicts, but the main one is between the dwarves and their lust for their lost treasure that Smaug has stolen. This conflict creates the basis for the story. Plus, there were conflicts added on because of this main conflict. Their journey to the Lonley Mountain consisted of one conflict after another. Even though the conflicts on their journey are not as important as the main conflict, they are what make this book interesting. Tolkien's choice of the main conflict is not the most creative. It is based upon the traditional story of "going out and taking back what is yours." If I had to choose something I didn't like about the book, it would be this simple plot. It is a good thing he added such adventurous conflicts to this story, otherwise it would not be a good piece of literature. Through the conflicts in this story, the author has a lesson for the reader. The lesson is if one wants something bad enough, he must be ready to suffer the consequences. To claim the treasure the group has to go through a lot. Some examples of this are being abducted by an army of goblins, being captured by giant spiders, and being captured by woodland elves. If a person has a goal for himself, he too will have to go through hard times. The only way the group succeeded is by having lust and pride drive them on. A person with a goal must also have something to drive him towards his goal. Lust is what carrys them to their goal.

Is Human Cloning Another Frankenstein? Essay -- Argumentative Persuasi

Is Human Cloning Another Frankenstein? Â   The creation of life by unnatural method is a question that Mary Shelley's Frankenstein addresses. Through the events that result from Victor's attempt to bestow life to the inanimate, Shelley concludes that it is inappropriate for man to play god. With the advent of the science of creation, cloning, scientists now face the same problem that Shelley raised years ago. The applications of such research are numerous, all varying in severity. In what way the users for cloning are developed and performed is of much debate. Unfortunately, there is no absolute answer for the issue. Â   A popular suggestion is to develop cloning technology for medical use on humans. The creation of animals for use at man's discretion, such as livestock for food, is an ancient and generally accepted practice. However, when creating a human clone, for its organs, can it be said that such an act is murder? Aldous Huxley illustrates another vision of cloning in Brave New World. The novel depicts people created from basic templates to fit in a given level of society. Should people have the ability to design the type of child they get? The implications of creating custom humans raise many moral problems. In Shelley's Frankenstein, the act of creation resulted in an abhorred being. Using cloning, there is the potentiality for someone to develop a genetically enhanced being for malicious purposes. The question of how to regulate potential uses and misuses of the aforementioned ideals is of much debate. Several acceptable answers have been suggested, but each has its own weaknesses and group of detractors. Â   As an answer to the moral questions that the advent of cloning has raised, several coun... ... will be formulated. Â   With the exploration of various solutions and issues that arise when dealing with these approaches to the moral dilemma faced, one can only conclude that the best solution is already being developed. The human race is not ready to control the formation of life, for there are too many potential abuses and no way to control them. A peremptory ban on human cloning research should not be necessary with the current level of cloning technology possessed. However, the strict limiting of which areas of this research are pursued, and who pursues the research is most critical. As new ideas appear confusion arises, and understanding of all aspects of the new ideas cause rise to necessary changes in society. The popular approval of the idea of human cloning is indispensable to the efforts of those who wish to advance the science of human cloning.

Latin American History

Ernesto â€Å"Che† Guevara’s work is entitled Reminiscences of the Cuban Revolutionary War. He elaborates on how Cuba was revolutionized and what happened during those days. It was published in Australia in 2006 and runs to 314 pages. Guevara is conscious of his place in history and writes for posterity, to preserve a history of the armed struggle against the tyranny of the dictator Batista. The revolutionary icon Ernesto Guevara states that the Cuban Revolution has had a very important role in bringing consciousness and liberty to the Latin America region.   Because of the Cuban revolution the country has become one of the most influential nations in the world. Cuba has achieved its goal of the gradual eradication of illiteracy and unemployment is solved. Social security is also guaranteed and for the young there is the assurance of education. Aside from all the hindrances and challenges that Cuba had experienced before, the country still manages to stand up and fight for their rights and liberties through social revolution.  Socialism is said to be improved and will be accredited for the duration of the Cuban Revolution. Even through the darkest days and the blockades that were done to Cuba, the people did not stop their revolution. Guerilla warfare played an important role in the Cuban Revolution according to Guevara’s writings. Guevara’s guerrillas were able to overcome superior firepower and succeed over superior forces by living off the land and utilizing hit and run tactics. They knew where they would attack next and the government forces did not. They were trusted by the people and therefore were better organized politically by listening to the people. Guerilla warfare was a rebellious movement which was formed to overcome economic, political and cultural adversities. It promotes changes which aim to eradicate corruption in the government, to stop tyranny, repression and remove the power of aristocratic elites. Guevera relates that in liberated territories the need for health care, industry and education is basic and paramount. Before the Cuban revolution there was exploitation and cultural repression which made clear the division and inequality of wealth within the nation. In this environment the rich became richer and the poor became poorer. From my own perspective it seems that people of Cuba became radical about what was happening in their society, and that made rebellion or insurgency a viable option. According to Guevara’s writings, violence should only be an option if there is an illegitimacy of the government and the people of that nation believe that there is really injustice and inequality in their society.   Local radical tribunals were formed to lead what they call people's justice, to try   to solve public arguments in Cuba. Cuba became the center of international liberalism because of this, but the truth is it was really different. Ernesto Guevara was an influence in building a new political and social government in Cuba. He constantly utilized the teachings of Marxist Leninism leadership in his revolution, but he never confirmed this no did he deny it. Che was very willing to negotiate with the communists in Sierra, and he was likewise intolerant of Fidel Castro’s aggression and distrust of them. But still, Guevara’s attitude toward Castro made him realize that revolution must be done in Cuba and he must apply Marxism. An analysis of Marxism shows that classes are the central players in the process of history, yet for Guevara these classes are lacking and are replaced by the revolutionaries. Guevara used Marxist themes in his writings, and he used the philosophy of Karl Marx in his own theories of economics. In this vein it is also necessary to say that Guevara embraced not only communism but a particular branch of it, called Stalinism. He applauded the Soviet invasion of Hungary that crushed the workers’ uprising there in 1956 and rejected   Khruschev’s denunciation of Stalin’s crimes. Politically he seemed to be a Guevarist. I would say that Guevara played the biggest role in the Cuban revolution in political consolidation and the formulation of economic strategies. Unlike what Castro had believed, being a pragmatist, Guevara used his power in the leadership towards the creation of a powerful and independent state. Guevara did not favor nor did he totally support Fidel Castro’s pragmatic leadership, and he immersed himself in his writing, deciding the best method to refute Castro.   He read a work entitled Eastern European Handbook On Planning during this period. Guevara found that the key to Cuba’s survival is industrialization and economic growth. In his speeches on the economy between 1959 and 1965, his persistent themes were the importance of planning and development. According to Che, there is a need for industrialization and diversification and a need for consequently winning workers over to the idea that they must delay their anticipation of immediate material enhancement in their lives. In addition, Guevara’s analysis of the economy was influenced by Soviet thinking. The state is given authority over the revolutionary army; the guiding tenet of economics is the market, and the perception is that of a beleaguered   state defending its survival in opposition to the looting marketers. But according to Guevara, he knew the dangers of isolation. He then pursued a version of internationalism that takes into consider the problems unique to Cuba when it comes to its dependency. Therefore, internationalism is just a part of the problems that Cuba experiences during the revolution. Knowing that Cuba exists in a global milieu and by the stability of internal forces, then what political, social and economical alterations can make it stable, Guevara asks. For Ernesto Guevara, the response is, of course the Cuban Revolution.  He does not consider the production and exportation of revolution elsewhere. According to him, the only thing that Cuba can export is their political and economical state. Guevara is a most compelling and convincing revolutionary leader. Aside from his health problems, he disregards the material, and his undying dedication evokes the near worshipful devotion of others. At this period, he becomes at ease with Fidel Castro.. Being recommended as the Director of the National Bank made him the center of economic policies. Then Guevara formed the National Institute of Agrarian Reform which he designed for economic transformation. It can be said that agrarian reform becomes the basis of change and the peasants become the first liberating army. Starting with a more competent agriculture, and the eradication of joblessness, Cuba is now ready to become an industrialized country. Guevara also predicts that in five years, his country will be adequate in the production of textiles. It will be able to develop mines for nickel, iron and manganese production. Further, Cuba will have its first car plant up and running. Because of Cuba's economic organization, its reliance on sugar exportation, its need for spare parts, machinery and industrial plants, and also due to the drain of professionals and technicians, it is possible that Che's projections are very idealistic. Politically speaking, Cuba will not work or function independently for long, and formation of socialism in a hostile capitalist hemisphere was unattainable and utopian thinking. Che made his predictions and published them in an article during March of 1962   as he introduced the socialist theory. Simplistically, the impossibility of finding spare parts, the lack of technologies and the shortness of immediate resources needed to raise productivity could only be realized by an intensified management of labor.  Guevara realizes the absurdity of animosity among the leadership and comes to understand what can be lost in the face of fraternal rivalry, and what is to be gained by a cold realistic approach Guevara’s writings are expository and sensitive as to how the revolution in Cuba came about. He also explicitly reveals the scenario of the various occurances during in those days.   Cuba is obviously a nation built on revolution that has made a major impact on the world. The Cuban Revolution might well be considered the greatest contribution to the world of liberalism and revolution. Many transformations and drastic changes have occurred in Cuba. Ernesto Guevara is certainly an icon of revolution. He sets a standard for true revolution through his life, his analyzations and his writings. His writings on the intricate workings of the Cuban revolution is a great contribution to Latin America history for it is stated in his writings what he believes and how he has transformed and liberated Cuba. I enjoyed reading the book. I find it to be full of facts and insights that Guevara conceptualizes. References Guevara, E. Reminiscences of the Cuban Revolutionary War (Authorized Edition)  Ã‚  Ã‚   Melbourne: Ocean Press, 2006.   

Company Bre

Company Bre Introduction This paper presents the events associated with the scandal that involved the Bre-x mining company. Historically, the seduction of Gold business has always brought bad scenarios as people maneuver in the quest of enriching themselves. A Canadian mining company, Bre-X was incorporated and headed by David Walsh.Advertising We will write a custom essay sample on Company Bre-x Scandal specifically for you for only $16.05 $11/page Learn More During the year of its incorporation, it was listed on the Alberta Stock Exchange. Bre-X was a small mining company that dealt with gold mining. The events that surrounded this company are articulated in this paper. Company Bre-x scandal Bre-X was not profitable until the year 1993 when it exploited the gold in Busang Indonesia. The company became profitable, and its shares consequently became valuable. This led to bigger mining companies wanting to share in the fortune, and several agreements were made by Barrick , Bre-X, The Indonesian government, and the Freeport an American company. The arrangement enabled Bre-X to receive the largest share. Eventually, it turned out that Freeport was tricked, and Borneo had low gold deposits that were poor quality-salted gold. A court case was opened, and several people who were suspected of the crime died mysteriously. In addition, Bre-X shares price collapsed drastically before it was closed down (Francis, 1998). David had followed the advice of Felderhof, a geologist to buy the Busangin Deposits in Indonesia. David hired him as the General manager in charge of Busang explorations. Little was known until when the Busang Gold deposit value was estimated to be 2 million Ounces in 1993 and a final valuing of 30 million in 1995 by Mr. Guzman, a geologist. This saw Bre-X’s shares rise tremendously to $14.87 in 1995.Advertising Looking for essay on business economics? Let's see if we can help you! Get your first paper with 15% OFF Lea rn More The share value hit a peak of $280.00 in April 1996 when Bre-X started trading on the Toronto Stock Exchange. The value of the gold deposits continued to increase, and had an estimate of $200 million (Francis, 1998). Major mining firms such as Barrick Gold Corp organized to take over, but they failed. The Indonesian government was involved, as well as the Freeport-McMoRan Copper Gold an American company. The initial agreement was that Barrick was to receive a share of 67.5%; Bre-X was to get 22.5%, and the Indonesian government was allocated 10%. The final deal between Freeport and Bre-X led to an agreement that Bre-X and Freeport exploit the Gold. In this agreement, Freeport was to receive a 15% share, Indonesian interests 40%, and Bre-X 45%. Borneo, the side of the Freeport had low deposits reporting 0.01 grams. On the other hand, Busang, the Bre-X part had large and rich deposits reporting a grade of 4.39 grams. The gold in Borneo was not only small, but was also said to be salted. Salting of gold makes undermines the quality of gold and is not as shiny as pure gold. This raised alarm, and Freeport demanded answers. When investigations were started, several people die mysteriously including Walsh, followed by the tragic downfall of Bre-X mining company (Salinger, 2005). Conclusion The Bre-x mining company scandal had far reaching consequences on the business and individuals involved. Notably, some of the suspects died mysteriously while others went to places where they could not be reached easily to testify in the case.Advertising We will write a custom essay sample on Company Bre-x Scandal specifically for you for only $16.05 $11/page Learn More The only surviving culprit of the Bre-X mining company, Mr. Felderhof has been charged with several cases including insider trading. However, there is no enough evidence for him to be charged. The justice system in this region did not act fairly to protect the interest of those who had invested in this company. References Francis, D. (1998). Bre-X: The inside story. Toronto: McClelland-Bantam. Salinger, L.M. (2005). Encyclopedia of white-collar corporate crime. Thousand Oaks, Calif: Sage Publications

Free Essays on Review Of An Easy Burden

â€Å"An Easy Burden† chronicles Andrew Young’s views and inside knowledge of the civil rights movement and race relations in the United States. With his first hand experience with such powerful figures as Dr. Martin Luther King Jr., Young is able to clear misconceptions and educate people of what the movement was about and why it went where it did. By holding positions in the Southern Christian Leadership Conference and also on a governmental level, he allows us to hear a point of view some might never have known. Young was a man who faced many hardships at an early age; one being the color of his skin. Born in New Orleans, he was set in a racially diverse neighborhood. He was educated by his father as to why people acted different towards Young. â€Å"Daddy taught me that racism was a sickness, and to have compassion for racist whites as I would have compassion for a polio victim. Racism wasn’t a problem with me, he told me, it was a problem they had.† Although his father told him to take a compassionate approach he didn’t leave him feeling like he was defeated. â€Å"Daddy had a genuine, turn the other cheek attitude, although he didn’t believe in becoming a victim.† It is easy to see that Young was introduced to compassionate progress which is what he went on to achieve. Against his parent’s wishes, he went into the ministry. It was his faith that led him to join Dr. King in the Southern Christian Leadership Conference. The message of a n on violence and Christian love could transform people being oppressed and their oppressors. As is known today, social change does not come easily. With social change comes pressures. In this respect, what Young was advocating for in the 1960s came with many pressures. Segregation was forcefully established and to plan a success movement their needed to be strong leadership. Young says, â€Å"The non violent approach is not emotional, although it is deeply spiritual. It i... Free Essays on Review Of An Easy Burden Free Essays on Review Of An Easy Burden â€Å"An Easy Burden† chronicles Andrew Young’s views and inside knowledge of the civil rights movement and race relations in the United States. With his first hand experience with such powerful figures as Dr. Martin Luther King Jr., Young is able to clear misconceptions and educate people of what the movement was about and why it went where it did. By holding positions in the Southern Christian Leadership Conference and also on a governmental level, he allows us to hear a point of view some might never have known. Young was a man who faced many hardships at an early age; one being the color of his skin. Born in New Orleans, he was set in a racially diverse neighborhood. He was educated by his father as to why people acted different towards Young. â€Å"Daddy taught me that racism was a sickness, and to have compassion for racist whites as I would have compassion for a polio victim. Racism wasn’t a problem with me, he told me, it was a problem they had.† Although his father told him to take a compassionate approach he didn’t leave him feeling like he was defeated. â€Å"Daddy had a genuine, turn the other cheek attitude, although he didn’t believe in becoming a victim.† It is easy to see that Young was introduced to compassionate progress which is what he went on to achieve. Against his parent’s wishes, he went into the ministry. It was his faith that led him to join Dr. King in the Southern Christian Leadership Conference. The message of a n on violence and Christian love could transform people being oppressed and their oppressors. As is known today, social change does not come easily. With social change comes pressures. In this respect, what Young was advocating for in the 1960s came with many pressures. Segregation was forcefully established and to plan a success movement their needed to be strong leadership. Young says, â€Å"The non violent approach is not emotional, although it is deeply spiritual. It i...

The Worth of Naysayers

The Worth of Naysayers I cleaned out some files last week and stopped cold at a ten-year-old  folder of agent rejections. Im not sure why I kept them all these years, especially once I landed a contract for my first series. Maybe it was to show them somehow downstream. Maybe it was to let each one know that I managed to write a book decent enough to publish. . . in spite of them. But my books havent sold a half million copies nor have they been made into movies, so Im not sure how much effect I would have on people who dont remember who I was nor recognize who Ive become today. Theres just too much noise in the world these days for agents to know all the great authors, much less the mid-list ones. So I threw the folder on a stack to shred, and again, stopped. These responses altered my life. Some spurned me. Some were nice. Some called me boring. Some said I had no zing. Some encouraged me. Did I want to close this door or keep it open as a constant reminder of how far Ive come? Then I stumbled across this quote while hunting for quotes to add to my newsletters. Twenty years from now you will be more disappointed To me, that meant  dont look behind you, wondering about that harbor you left behind. Instead, move forward, think future.  Explore. Dream. Discover.   I didnt need to waste energy thinking of my past failings. I shredded the letters. Now I have one more file to fill with acceptances, contracts, and congratulations from those who ride with me on my boat, heading forward.

Budgetary control" URGENT MUST SEE A REAL TOPIC IN DETAILS Thesis

Budgetary control" URGENT MUST SEE A REAL TOPIC IN DETAILS SECTION - Thesis Example Budgetary control is part of overall organisation control and is concerned primarily with the control of performance (Abdel, 2011). The use of budgetary control in performance management has of late earned greater importance especially as an integrative control mechanism for the organisation. The purpose of this thesis is to analyze the role of budgetary control in performance management, organisational control and as an integrative control mechanism within an organization. According to Chartered Institute of Management Accountants (CIMA), London, budgetary control refers to establishment of budgets for the continuous comparison of actual with the budgeted information for achieving the goals and recording the deviation and conducting a revision of budgets under the fresh circumstances (Ray, 2009). Planning, Coordination, Communication and Control are the primary objectives of budgetary control. Planning involves preparing a table of action for a business over a specified period of time. Coordination refers to synchronization or bringing together of different activities of a company or an organization to ensure cooperation of all the concerned towards the common goal. Communication as an objective of budgetary control refers to informing the budget to the concerned about what is expected of them to accomplish (Abdel, 2011). The budget which is approved contains all the plans of the management regarding the future course of action which are communicated to the concerned departments. The departments follow the approved budget and are expected to adhere to it for the specified period. Control refers to process, necessary to bring the performance according to the original plan. Control is possible with pre-determined standards laid down in the budget. To enable budgetary control a continuous comparison of real performance with that of budget is maintained to find out the

Teen suicide research paper Example | Topics and Well Written Essays - 1500 words

Teen suicide - Research Paper Example These changes are known as clinical depression. The symptoms that lead to depression show lack of sleep, outburst, overwhelming sadness, changes in physical activities and suicidal thinking etc. Moreover, sadness is considered as a normal reaction when an individual is disappointed in life. Likewise, it may become an alarming situation if sadness converts into hopelessness, helplessness and worthlessness that may lead in clinical consultation. However, depression is a more severe situation, especially once it starts to interfere in day-to-day life and ability to work, study, eat and sleep. b) Feeling of Worthlessness and Guilty Unfortunately, when a person is in depression he feels worthless, flawed, and inadequate. In fact, it worsens the condition. A survey held by Dr. Aaron Beck revealed that 80% of the people who are suffering from depression showed hatred and dislike towards themselves ("Feeling Worthless and Depression). Moreover, a depressed person feels defeated in all the as pects of life, for example, in attractiveness, health, intelligence, work etc. all these negative thoughts for this reason lead to lower one’s self esteem. ... Furthermore, an irritable person every now and then complains unexplained aches and pains in body for instance headaches, stomachaches and pain in body as a result if medical examination is carried out no medical causes will be revealed. Hence, it indicates that a person is more likely on the road to depression. Above all, depressed teens are extremely sensitive to criticism, negative response and disappointment. On the other hand, they depart with their friends gathering and tend to isolate. For instance, teens that are fatally disheartened habitually make ‘attention-getting’ attempts deceitful on suicide. An escalating number of youths endeavor and are successful at committing suicide and for this reason; suicidal thoughts or behaviors should always be taken seriously ("Understanding Depression: Signs, Symptoms, Causes, and Help "). 2) Effects on Teen Depression There are significant effects of depression some of them are so serious that medical treatment may become ne cessary. Running away indicates a loud cry for aid in depression by a teenager. Another frequent effect due to depression is substance abuses in youths for example drugs and alcohol. Self-mutilation with an intention to injure oneself for instance, pulling of hair, cutting veins, self-burning etc. are definite signs of depression. Furthermore, the person shows irresponsible and reckless behavior thus, performing unsafe sex, reckless driving, careless attitude, self-hatred and suicidal thoughts. a) Drug and Alcohol Abuse When a person suffers from drug abuse as well as struggling with mental health problems, it is very difficult to escape this addiction; this is known as dual diagnose. Alcoholism in adolescence is a common indication of depression. Drug and

The Town Essay Example | Topics and Well Written Essays - 500 words

The Town - Essay Example But, life has a lot to offer him for this deal. Ben Affleck, Jeremy Renner and Rebecca Hall have given outstanding performances with strong grip on dialogue delivery and with the perfect British-Irish accents. However, the film is categorized under the crime drama but Affleck has tried to put extra efforts to make this movie out of the crime culture (Roger Ebert). This is another directorial attempt by Ben Affleck after his movie, Gone Baby Gone. The movie is inspired by another crime novel. The main theme of the movie revolves around the story of a young criminal guy who is so willing to change the entire scenario of his life but after the one last attempt of his job. Affleck has used the traditional Irish American touch to add the reality into a real Boston life. The movie is based on the novel by Chuck Hogan known as Prince of Thieves. The main theme of the movie moves around the neighborhood of Charlestown. The title of the movies explains a lot about the robbery being the ultimate fabric of the society there. The main character Doug MacRay which is played by Ben Affleck himself is a person who is involved in various criminal activities. James Coughlin is his partner in crime; who is smart enough to use his childhood friend Doug MacRay as a tool to achieve his meandrous goals. In the first scene of this thriller action-packed crime drama, Jem is shown beating a bank’s employee in a robbery attempt. During this robbery attempt, Jem takes a hostage; the branch manager named Claire whom he releases soon. However, realizing the fact that Claire won’t open her mouth in front of any FBI special Agent; Jem wants to make sure that she would keep her mouth close as long as Doug promises that he would take care of her. The scene lacks the basic approach to enhance the real thrill and action in the movie. The movie is derailed from the action thriller drama to somewhat romance-action drama that highlights the

Media influence over people. How governments use media Research Paper

Media influence over people. How governments use media - Research Paper Example Many media sources opposed the U.S war in Vietnam because they saw it as a waste of time and resources. In addition, media held a sensitive attitude towards the war. Media had the authority to leave a long-lasting legacy memorable on the whole nation. For instance, such legacies were the scenes of the South Vietnamese police officer shooting the temple that had his hands held together behind his back. The media incarcerated huge audiences in every bit it could in that televisions captured helmeted cops associating with protesters in Grant Park and spread it across televisions nationally during the democratic convention of 1968. It is significant to note that media was biased in the sense that it failed to mention the increasing conformist trend among American youngsters in 1960s. Media was inclined to show American youths as peace volunteers, civil rights activists and pacifists which was not the case. How media portrayed the collapse of the wall of Berlin The portrayal of the media on the fall of the Berlin barrier was trivializing the wall event. Media manipulated the truth of the matter during the scene. For instance, when the Soviet Union started to totter, journalists claimed it was a verification that the risk of totalitarian communism had never been in existence, however that was no so as per the media claims. The leftists’ journalisms attached the capitalists for exploiting the newly liberated workers after the Eastern Europe gained liberation. This was alleged by a Los Angeles reporter who claimed that communism was good in old days when the state could press personal freedom but ensure citizens were sheltered, employed and hunger free. Media never ceased to shower Cuba’s communist authoritarianism with superior press even after the communists failed in Europe when it was really tough for Cubans. The same happened with the northern Korea where the CNN Ted Turner lamely defended the dictator Kim jing-li’s treatment on his citizens. People were malnourished, thin and starving yet Ted Turner claimed there were no scenes of any form of brutality. Taylor, F. (2006) states that the collapse of the Berlin fence was one of the most significant even in the history of the world since it led to the end of tyranny and human brutality. However, it is important to note that media could have done better than what it events did. For instance, it failed to bring this happening into a historical context. Portrayal of media on Tiananmen Square Tiananmen Square would always remain a political rally that turned into a bloody massacre as portrayed by the media. The scenes of brutal crackdowns in the Beijing square as china was the site of a pro-democracy student demonstration in1989; these events were aired and reported live in media all over the globe. The demonstration granted the media an opportunity for a telegenic foreign story that was easier for viewers to easily identify with. The government was so threatening that it stopped students from talking to the media. This was followed by an official news blackout and everything left in dilemma as reports were being threatened. Chinese citizens outside Beijing neither saw nor heard the true horror of the event, instead received official state versions that described the scenes as violent students demonstrator’s and angry dissidents attacking innocent government authorities. However, this was not the

Prime Time TV Show - Greys Anatomy Assignment Example | Topics and Well Written Essays - 500 words

Prime Time TV Show - Greys Anatomy - Assignment Example The basic ideology present in Grey’s Anatomy is a pro-feminist approach. The female doctors outnumber the male doctors nearly in all seasons. The major feminist character of the show is Miranda Bailey played by Chandra Wilson. She is portrayed as a strong and a dedicated doctor who is in one episode doubts her ability as a doctor so in another decides to build a free clinic. (Nicole). Also, the show avoids all stereotype issues especially since it has placed many of the black and Asian doctors in a respectable position in the show (Pierce). Clothes have been used as a symbol to show everybody’s position and personality in the hospital. While all the hospitals have one coloured uniform for every employee, in Grey’s Anatomy the situation is quite different. The interns wear light blue while surgical attending wears dark blue, doctors in nursery wear purple and OB-GYN wear pink while all the nurses wear light green which doesn’t bring them out in the mainstream as they rarely play any major role. Apart from this in several places food has been used as a symbol to identify the relationship status. For instance, Meredith doesn’t eat at Thanksgiving because of her troubled relationship with Derek and Izzy bakes excessively each time she is upset. While Grey’s anatomy enjoys appraisal by many it is also criticized for being a non-reality show. When questioned by doctors they laugh at the show saying an intern having a relationship with an attending is almost impossible and the part where Izzie puts her patient into danger by cutting the wire connected to his heart to make him sicker so he ends up having a heart transplant is a bit farfetched. Especially when the patient dies and Izzie doesn’t even get terminated. Another reality which was highly miss-presented was when Meredith rises from the death and ten seconds later starts talking to Derek (Frey).   Some of the popular Grey’s Anatomy sponsors were DatingDirect.com and Alpen bar, Weetabix's cereal snack and Volkswagen Polo.     

Media influence over people. How governments use media Research Paper

Media influence over people. How governments use media - Research Paper Example Many media sources opposed the U.S war in Vietnam because they saw it as a waste of time and resources. In addition, media held a sensitive attitude towards the war. Media had the authority to leave a long-lasting legacy memorable on the whole nation. For instance, such legacies were the scenes of the South Vietnamese police officer shooting the temple that had his hands held together behind his back. The media incarcerated huge audiences in every bit it could in that televisions captured helmeted cops associating with protesters in Grant Park and spread it across televisions nationally during the democratic convention of 1968. It is significant to note that media was biased in the sense that it failed to mention the increasing conformist trend among American youngsters in 1960s. Media was inclined to show American youths as peace volunteers, civil rights activists and pacifists which was not the case. How media portrayed the collapse of the wall of Berlin The portrayal of the media on the fall of the Berlin barrier was trivializing the wall event. Media manipulated the truth of the matter during the scene. For instance, when the Soviet Union started to totter, journalists claimed it was a verification that the risk of totalitarian communism had never been in existence, however that was no so as per the media claims. The leftists’ journalisms attached the capitalists for exploiting the newly liberated workers after the Eastern Europe gained liberation. This was alleged by a Los Angeles reporter who claimed that communism was good in old days when the state could press personal freedom but ensure citizens were sheltered, employed and hunger free. Media never ceased to shower Cuba’s communist authoritarianism with superior press even after the communists failed in Europe when it was really tough for Cubans. The same happened with the northern Korea where the CNN Ted Turner lamely defended the dictator Kim jing-li’s treatment on his citizens. People were malnourished, thin and starving yet Ted Turner claimed there were no scenes of any form of brutality. Taylor, F. (2006) states that the collapse of the Berlin fence was one of the most significant even in the history of the world since it led to the end of tyranny and human brutality. However, it is important to note that media could have done better than what it events did. For instance, it failed to bring this happening into a historical context. Portrayal of media on Tiananmen Square Tiananmen Square would always remain a political rally that turned into a bloody massacre as portrayed by the media. The scenes of brutal crackdowns in the Beijing square as china was the site of a pro-democracy student demonstration in1989; these events were aired and reported live in media all over the globe. The demonstration granted the media an opportunity for a telegenic foreign story that was easier for viewers to easily identify with. The government was so threatening that it stopped students from talking to the media. This was followed by an official news blackout and everything left in dilemma as reports were being threatened. Chinese citizens outside Beijing neither saw nor heard the true horror of the event, instead received official state versions that described the scenes as violent students demonstrator’s and angry dissidents attacking innocent government authorities. However, this was not the

Business financing and the capital structure Assignment

Business financing and the capital structure - Assignment Example Companies can either decided to use equity or debt or a combination of the both. Whichever source is chosen; the following should be noted: Debt finance is a source that earns a fixed return (interest) to the lender. The interest is fixed at the par value of the debt (face value). This source of finance is ideal to be sought by a company that has a strong base of equity. Debt funding is only available to qualified companies based on credit ratings, and its availability is limited to the value of the security provided (Chandra, 2011). Advantages of Using debt finance – first, the interest charged on the debt is tax allowable. Second, the cost of debt is fixed regardless of the profits made by a company and due to that, under high profits, the cost of debt becomes lower. Third, it does not involve many formalities and due to that, it is suitable when a source of finance is required urgently. Fourth, if the debt is long-term, the amount owing declines with time, thus reduces the repayment burden to the borrower. Fifth, this type of finance does not influence a company’s decision since creditors do not participate in the annual general meeting (Chandra, 2011). Disadvantages of debt finance – first, it can only be invested with the lender’s approval. Second, when used in excess, the creditors might demand a representation on the Board of Directors. The representation might affect a company’s decision-making. Third, it is risky to use it during an economic decline because its usage might send a company into receivership. Lastly, it is only available for specific ventures, thus might affect the flexibility of the company’s investment strategy (Chandra, 2011). Equity capital - it is raised from the public through the sale of ordinary shares. This source of finance is available exclusively to Limited Companies. It is a changeless finance source, as the shareholders cannot review this cash except under liquidation. It is, along these lines,

Air Pollution Essay Example for Free

Air Pollution Essay BEIJING — Outdoor air pollution contributed to 1.2 million premature deaths in China in 2010, nearly 40 percent of the global total, according to a new summary of data from a scientific study on leading causes of death worldwide. Figured another way, the researchers said, China’s toll from pollution was the loss of 25 million healthy years of life from the population. The data on which the analysis is based was first presented in the ambitious 2010 Global Burden of Disease Study, which was published in December in The Lancet, a British medical journal. The authors decided to break out numbers for specific countries and present the findings at international conferences. The China statistics were offered at a forum in Beijing on Sunday. â€Å"We have been rolling out the India- and China-specific numbers, as they speak more directly to national leaders than regional numbers,† said Robert O’Keefe, the vice president of the Health Effects Institute, a research organization that is helping to present the study. The organization is partly financed by the United States Environmental Protection Agency and the global motor vehicle industry. What the researchers called â€Å"ambient particulate matter pollution† was the fourth-leading risk factor for deaths in China in 2010, behind dietary risks, high blood pressure and smoking. Air pollution ranked seventh on the worldwide list of risk factors, contributing to 3.2 million deaths in 2010. By comparison with China, India, which also has densely populated cities grappling with similar levels of pollution, had 620,000 premature deaths in 2010 because of outdoor air pollution, the study found. That was deemed to be the sixth most common killer in South Asia. The study was led by an institute at the University of Washington and several partner universities and institutions, including the World Health Organization. Calculations of premature deaths because of outdoor air pollution are politically threatening in the eyes of some Chinese officials . According to news reports, Chinese officials cut out sections of a 2007 report called â€Å"Cost of Pollution in China† that discussed premature deaths. The report’s authors had concluded that 350,000 to 400,000 people die prematurely in China each  year because of outdoor air pollution. The study was done by the World Bank in cooperation with the Chinese State Environmental Protection Administration, the precursor to the Ministry of Environmental Protection. There have been other estimates of premature deaths because of air pollution. In 2011, the World Health Organization estimated that there were 1.3 million premature deaths in cities worldwide because of outdoor air pollution. Last month, the Organization for Economic Cooperation and Development, based in Paris, warned that â€Å"urban air pollution is set to become the top environmental cause of mortality worldwide by 2050, ahead of dirty water and lack of sanitation.† It estimated that up to 3.6 million people could end up dying prematurely from air pollution each year, mostly in China and India. There has been growing outrage in Chinese cities over what many say are untenable levels of air pollution. Cities across the north hit record levels in January, and official Chinese newspapers ran front-page articles on the surge — what some foreigners call the â€Å"airpocalypse† — despite earlier limits on such discussion by propaganda officials. In February, the State Council, China’s cabinet, announced a timeline for introducing new fuel standards, but state-owned oil and power companies are known to block or ignore environmental policies to save on costs. A study released on Thursday said the growth rate of disclosure of pollution information in 113 Chinese cities had slowed. The groups doing the study, the Institute of Public and Environmental Affairs, based in Beijing, and the Natural Resources Defense Council, based in Washington, said that â€Å"faced with the current situation of severe air, water and soil pollution, we must make changes to pollution source information disclosure so that information is no longer patchy, out of date and difficult to o btain.† Chinese officials have made some progress in disclosing crucial air pollution statistics. Official news reports have said 74 cities are now required to release data on levels of particulate matter 2.5 micrometers in diameter or smaller, which penetrate the body’s tissues most deeply. For years, Chinese officials had been collecting the data but refusing to release it, until they came under pressure from Chinese who saw that the United States Embassy in Beijing was measuring the levels hourly and posting the data in a Twitter feed, @BeijingAir. Last week, an official Chinese news report said the cost of environmental degradation in China was about $230 billion in 2010, or 3.5  percent of the gross domestic product. The estimate, said to be partial, came from a research institute under the Ministry of Environmental Protection, and was three times the amount in 2004, in local currency terms. It was unclear to what extent those numbers took into account the costs of health care and premature deaths because of pollution. National Park Service Air Pollution Its Nature, Sources, and Effects http://www.nps.gov/shen/naturescience/airpollution.htm Last Updated: 04/09/2014 Summer View, mountains in the distance from Skyline Drive. John F. Mitchell NPS Volunteer Introduction Air pollution occurs in many forms but can generally be thought of as gaseous and particulate contaminants that are present in the earths atmosphere. Gaseous pollutants include sulfur dioxide (SO2), nitrogen oxides (NOx), ozone (O3), carbon monoxide (CO), volatile organic compounds (VOC), hydrogen sulfide (H2S), hydrogen fluoride (HF), and various gaseous forms of metals. These pollutants are emitted from large stationary sources such as fossil fuel fired power plants, smelters, industrial boilers, petroleum refineries, and manufacturing facilities as well as from area and mobile sources. They are corrosive to various materials which causes damage to cultural resources, can cause injury to ecosystems and organisms, aggravate respiratory diseases, and reduce visibility. Particulates come in both large and small or fine solid forms. Large particulates include substances such as dust, asbestos fibers, and lead. Fine particulates include sulfates (SO4) and nitrates (NO3). Important sourc es of particulates are power plants, smelters, mining operations, and automobiles. Asbestos and lead affect organisms, while sulfates and nitrates not only cause health problems, but also contribute to acid rain or acid deposition and a reduction in visibility. Particulate matter, a term sometimes used instead of particulates, refers to the mixture of solid particles and liquid droplets found in the air. Toxic air pollutants are a class of chemicals which may  potentially cause health problems in a significant way. The sources of toxic air pollutants include power plants, industries, pesticide application, and contaminated windblown dust. Persistent toxic pollutants, such as mercury, are of particular concern because of their global mobility and ability to accumulate in the food chain. More research is needed to fully understand the fate and effects of mercury and the many other toxic pollutants. Primary pollutants are those that are emitted directly into the air from pollution sources. Secondary pollutants are formed when primary pollutants undergo chemical changes in the atmosphere. Ozone is an example of a secondary pollutant. It is formed when nitrogen oxides (NOx) and volatile organic compounds (VOCs) are mixed and warmed by sunlight. Ozone (O3) is a major component of what is often referred to as smog. The ozone which is present in the troposphere, or the atmosphere that is close to the ground, should not be confused with beneficial ozone that is located in the stratosphere or upper atmosphere. This beneficial ozone in the stratosphere helps protect the earth from harmful ultraviolet light from the sun. Sources of Air Pollution Stationary and Area Sources A stationary source of air pollution refers to an emission source that does not move, also known as a point source. Stationary sources include factories, power plants, dry cleaners and degreasing operations. The term area source is used to describe many small sources of air pollution located together whose individual emissions may be below thresholds of concern, but whose collective emissions can be significant. Residential wood burners are a good example of a small source, but when combined with many other small sources, they can contribute to local and regional air pollution levels. Area sources can also be thought of as non-point sources, such as construction of housing developments, dry lake beds, and landfills. Mobile Sources A mobile source of air pollution refers to a source that is capable of moving under its own power. In general, mobile sources imply on-road transportation, which includes vehicles such as cars, sport utility vehicles, and buses. In addition, there is also a non-road or off-road  category that includes gas-powered lawn tools and mowers, farm and construction equipment, recreational vehicles, boats, planes, and trains. Agricultural Sources Agricultural operations, those that raise animals and grow crops, can generate emissions of gases and particulate matter. For example, animals confined to a barn or restricted area (rather than field grazing), produce large amounts of manure. Manure emits various gases, particularly ammonia into the air. This ammonia can be emitted from the animal houses, manure storage areas, or from the land after the manure is applied. In crop production, the misapplication of fertilizers, herbicides, and pesticides can potentially result in aerial drift of these materials and harm may be caused. Natural Sources Although industrialization and the use of motor vehicles are overwhelmingly the most significant contributors to air pollution, there are important natural sources of pollution as well. Wildland fires, dust storms, and volcanic activity also contribute gases and particulates to our atmosphere. Unlike the above mentioned sources of air pollution, natural air pollution is not caused by people or their activities. An erupting volcano emits particulate matter and gases; forest and prairie fires can emit large quantities of pollutants; plants and trees naturally emit VOCs which are oxidized and form aerosols that can cause a natural blue haze; and dust storms can create large amounts of particulate matter. Wild animals in their natural habitat are also considered natural sources of pollution. The National Park Service recognizes that each of these sources emits gases and particulate matter into the atmosphere but we regard these as constituents resulting from natural processes. Air Pollution at Shenandoah Sources of air pollution that affect Shenandoah National Park are largely outside of the park. These include industrial facilities located throughout the mid-Atlantic region and the Ohio River Valley as well as urban centers in this same region. Because most areas adjacent to the park are rural and agricultural, it is clear that transport of pollutants from distant  locations is an important element upon which park air quality hinges. Even some agricultural activities, such as ammonia from the poultry industry and pesticides that are applied to adjacent fields, may contribute to air pollution in the park. In-park emission sources are relatively small, but do include motor vehicles, maintenance equipment, small boilers and generators. The relative contribution from the in-park sources is very small compared to other sources. In a July 2002 report describing an emissions inventory for Shenandoah National Park, it was determined that less than 1% of emissions were produced from in-par k sources. How does air pollution move? Air transport is the term used to describe the mechanism by which air pollution moves from an emissions source to a receptor. A source is a location (i.e., smokestack, chimney, exhaust pipe) from which the pollutant emanates and a receptor is the place (i.e., soil, vegetation, waterbodies, human lungs) where the pollutant is deposited. The atmosphere itself is the transporter of pollutants from sources to receptors. If the wind carries the plume of pollution high enough in the air, it may travel for hundreds of miles before being brought to earth. This is known as long-range or long-distance transport. Air Pollution Effects The air is an important component of the natural system of a park in its own right. The presence of pollution in the atmosphere results directly in air quality degradation. Air pollution is also a critical factor affecting the quality of other environmental resources as well as the human-made structures and facilities in the area. Polluted air can and has harmed park resources in a variety of ways depending upon the chemistry of the pollutant, weather and environmental conditions, and the nature or sensitivity of park resources. Examples of this harm include vegetative discoloration and growth disruption from ozone, loss of aquatic species from stream acidification, shifts in nutrient availability from acid deposition, and erosion of building surfaces and rock formations. Air pollution impairs visibility and contributes to climate change. Air pollution can also be detrimental to human health. Shchooltoday Your Cool Facts and Tips on Air Pollution What causes air pollution? Air pollution can result from both human and natural actions. Natural events that pollute the air include forest fires, volcanic eruptions, wind erosion, pollen dispersal, evaporation of organic compounds and natural radioactivity. Pollution from natural occurrences are not very often. Human activities that result in air pollution include: 1. Emissions from industries and manufacturing activities Have you seen a manufacturing company before? You will notice that there are long tubes (called chimneys) erected high into the air, with lots of smoke and fumes coming out of it. Waste incinerators, manufacturing industries and power plants emit high levels of carbon monoxide, organic compounds, and chemicals into the air. This happens almost everywhere that people live. Petroleum refineries also release lots of hydrocarbons into the air. 2. Burning Fossil Fuels After the industrial age, transportation has become a key part of our lives. Cars and heavy duty trucks, trains, shipping vessels and airplanes all burn lots of fossil fuels to work. Emissions from automobile engines contain both primary and secondary pollutants. This is a major cause of pollution, and one that is very difficult to manage. This is because humans rely heavily on vehicles and engines for transporting people, good and services. Fumes from car exhauts contain dangerous gases such as carbon monoxide, oxides of nitrogen, hydrocarbons and particulates. On their own, they cause great harm to people who breath them. Additionally, they react with environmental gases to create further toxic gases. Click here to see the effects 3. Household and Farming Chemicals Crop dusting, fumigating homes, household cleaning products or painting supplies, over the counter insect/pest killers, fertilizer dust emit harmful chemicals into the air and cause pollution. In many case, when we use these chemicals at home or offices with no or little ventilation, we may fall ill if we breathe them. What are the common air pollutants around? Carbon Monoxide (CO) Fuel combustion from vehicles and engines. Reduces the amount of oxygen reaching the body’s organs and tissues; aggravates heart disease, resulting in chest pain and other symptoms. Ground-level Ozone (O3)  Secondary pollutant formed by chemical reaction of volatile organic compounds (VOCs) and NOx in the presence of sunlight. Decreases lung function and causes respiratory symptoms, such as coughing and shortness of breath, and also makes asthma and other lung diseases get worse. More on Ground Level Ozone Here Lead (Pb) Smelters (metal refineries) and other metal industries; combustion of leaded gasoline in piston engine aircraft; waste incinerators (waste burners), and battery manufacturing. Damages the developing nervous system, resulting in IQ loss and impacts on learning, memory, and behavior in children. Cardiovascular and renal effects in adults and early effects related to anaemia. Nitrogen Dioxide (NO2) Fuel combustion (electric utilities, big industrial boilers, vehicles) and wood burning. Worsens lung diseases leading to respiratory symptoms, increased susceptibility to respiratory infection. Particulate Matter (PM) This is formed through chemical reactions, fuel combustion (e.g., burning coal, wood, diesel), industrial processes, farming (plowing, field burning), and unpaved roads or during road constructions. Short-term exposures can worsen heart or lung diseases and cause respiratory problems. Long-term exposures can cause heart or lung disease and sometimes premature deaths. Sulfur Dioxide (SO2) SO2 come from fuel combustion (especially high-sulfur coal); electric utilities and industrial processes as well as and natural occurances like volcanoes. Aggravates asthma and makes breathing difficult.It also contributes to particle formation with associated health effects. What are the effects of air pollution? Acidification: Chemical reactions involving air pollutants can create acidic compounds which can cause harm to vegetation and buildings. Sometimes, when an air pollutant, such as sulfuric acid combines with the water droplets that make up clouds, the water droplets become acidic, forming acid rain. When acid rain falls over an area, it can kill trees and harm animals, fish, and other wildlife. Acid rain destroys the leaves of plants. When acid rain infiltrates into soils, it changes the chemistry of the soil making it unfit for many living things that rely on soil as a habitat or for nutrition. Acid rain also changes the chemistry of the lakes and streams that the rainwater flows into, harming fish and other aquatic life. Eutrophication: Rain can carry and deposit the Nitrogen in some pollutants on rivers and soils. This will adversely affect the nutrients in the soil and water bodies. This can result in algae growth in lakes and water bodies, and make conditions for other living organism harmful. Ground-level ozone: Chemical reactions involving air pollutants create a poisonous gas ozone (O3). Gas Ozone can affect people’s health and can damage vegetation types and some animal life too. Particulate matter:  Air pollutants can be in the form of particulate matter which can be very harmful to our health. The level of effect usually depends on the length of time of exposure, as well the kind and concentration of chemicals and particles exposed to. Short-term effects include irritation to the eyes, nose and throat, and upper respiratory infections such as bronchitis and  pneumonia. Others include headaches, nausea, and allergic reactions. Short-term air pollution can aggravate the medical conditions of individuals with asthma and emphysema. Long-term health effects can include chronic respiratory disease, lung cancer, heart disease, and even damage to the brain, nerves, liver, or kidneys. Continual exposure to air pollution affects the lungs of growing children and may aggravate or compli cate medical conditions in the elderly. Air pollution prevention, monitoring and solution. Solution efforts on pollution is always a big problem. This is why prevention interventions are always a better way of controlling air pollution. These prevention methods can either come from government (laws) or by individual actions. In many big cities, monitoring equipment have been installed at many points in the city. Authorities read them regularly to check the quality of air. Lets see more below: Government (or community) level prevention Governments throughout the world have already taken action against air pollution by introducing green energy. Some governments are investing in wind energy and solar energy, as well as other renewable energy, to minimize burning of fossil fuels, which cause heavy air pollution. Governments are also forcing companies to be more responsible with their manufacturing activities, so that even though they still cause pollution, they are a lot controlled. Companies are also building more energy efficient cars, which pollute less than before. Individual Level Prevention Encourage your family to use the bus, train or bike when commuting. If we all do this, there will be less cars on road and less fumes. Use energy (light, water, boiler, kettle and fire woods) wisely. This is because lots of fossil fuels are burned to generate electricity, and so if we can cut down the use, we will also cut down the amount of pollution we create. Recycle and re-use things. This will minimize the dependence of producing new things. Remember manufacturing industries create a lot of pollution, so if we can re-use things like shopping plastic bags, clothing, paper and bottles, it can help. Basic Air Pollution Facts Below are some random facts and info on environmental pollution. Air pollutants (dangerous things that make the air unclean)come in the form of gases or particles. In March 2011, a very powerful earthquake in the sea (tsunami) hit the Japan coast. The sea level rose and water came into the land, damaging 4 of the 6 reactors in the Fukushima Daiichi Nuclear Power Plant. World Health Organisation (WHO) experts confirm that there is slight increased risk of some cancer types for some people who were exposed to the radiation. These included people living in that area and some workers at the plant. Below is a peice of the information given on BBC website: The biggest lifetime risks were seen in those exposed as infants, compared with children or adults. For girls exposed to radiation from the accident as infants, the report found a 4% increase above the lifetime expected risk of solid tumours and a 6% increase above that expected for breast cancer. Boys exposed as infants are expected to have a 7% increased risk of leukaemia above that expected in the normal population. The biggest risk was seen in thyroid cancer, which for infant girls could be up to 70% higher than expected over their lifetime. BBC Website: /news/health-21614722 It is estimated that you breathe 20,000 liters of air each day. This means the more polluted the air is, the more we breathe into our lungs dangerous chemicals. Air can be polluted both indoors and outdoors. Tobacco and other kinds of smoking are examples of indoor air pollution. Sick Building Syndrome is a health condition related to pesticides, insecticides and chemicals we use at home and offices. In the great Smog Disaster in London in 1952, four thousand people died in a few days due to the high concentrations of pollution. Air pollution affects kids more than adults  because, for their body size, kids breathe more air and spend more time playing outside. More hazardous pollutants are discharged into the air each year than are released to surface water, ground water, and land, combined. Motor vehicles produce more air pollution than any other single human activity. One full commuter bus can mean 40 less cars going through your neighborhood. In America, vehicle exhaust contributes roughly 60% of all carbon monoxide emissions nationwide, and up to 95% in cities. Indoor air pollution and health Around 3 billion people cook and heat their homes using open fires and leaky stoves burning biomass (wood, animal dung and crop waste) and coal. Nearly 2 million people die prematurely from illness attributable to indoor air pollution from household solid fuel use. Nearly 50% of pneumonia deaths among children under five are due to particulate matter inhaled from indoor air pollution. More than 1 million people a year die from chronic obstructive respiratory disease (COPD) that develop due to exposure to such indoor air pollution. Both women and men exposed to heavy indoor smoke are 2-3 times more likely to develop COPD Source: WHO Ozone Depletion: Losing Earth’s Protective Layer National Geographic The ozone layer is a belt of naturally occurring ozone gas that sits 9.3 to 18.6 miles (15 to 30 kilometers) above Earth and serves as a shield from the harmful ultraviolet B radiation emitted by the sun. Ozone is a highly reactive molecule that contains three oxygen atoms. It is constantly being formed and broken down in the high atmosphere, 6.2 to 31 miles (10 to 50 kilometers) above Earth, in the region called the stratosphere. Today, there is widespread concern that the ozone layer is deteriorating due to the release of pollution containing the chemicals chlorine and bromine. Such deterioration allows large amounts of ultraviolet B rays to reach Earth, which can cause skin cancer and cataracts in humans and harm animals as  well. Extra ultraviolet B radiation reaching Earth also inhibits the reproductive cycle of phytoplankton, single-celled organisms such as algae that make up the bottom rung of the food chain. Biologists fear that reductions in phytoplankton populations will in turn lower the populations of other animals. Researchers also have documented changes in the reproductive rates of young fish, shrimp, and crabs as well as frogs and salamanders exposed to excess ultraviolet B. Chlorofluorocarbons (CFCs), chemicals found mainly in spray aerosols heavily used by industrialized nations for much of the past 50 years, are the primary culprits in ozone layer breakdown. When CFCs reach the upper atmosphere, they are exposed to ultraviolet rays, which causes them to break down into substances that include chlorine. The chlorine reacts with the oxygen atoms in ozone and rips apart the ozone molecule. One atom of chlorine can destroy more than a hundred thousand ozone molecules, according to the the U.S. Environmental Protection Agency. The ozone layer above the Antarctic has been particularly impacted by pollution since the mid-1980s. This region’s low temperatures speed up the conversion of CFCs to chlorine. In the southern spring and summer, when the sun shines for long periods of the day, chlorine reacts with ultraviolet rays, destroying ozone on a massive scale, up to 65 percent. This is what some people erroneously refer to as the ozone hole. In other regions, the ozone layer has deteriorated by about 20 percent. About 90 percent of CFCs currently in the atmosphere were emitted by industrialized countries in the Northern Hemisphere, including the United States and Europe. These countries banned CFCs by 1996, and the amount of chlorine in the atmosphere is falling now. But scientists estimate it will take another 50 years for chlorine levels to return to their natural levels. Clean Air Kids The Earth is wrapped in a blanket of air called the atmosphere, which is made up of several layers. About 19-30 kilometres above the Earth is a layer of gas called ozone, which is a form of oxygen. Ozone is produced naturally in the atmosphere. WHY DO WE HAVE AN OZONE LAYER? The ozone layer is very important because it stops too many of the suns ultra-violet rays (UV rays) getting through to the Earth these are the rays that cause our skin to tan. Too much UV can cause skin cancer and will also harm all plants and animals. Life on Earth could not exist without the protective shield of the ozone layer. WHAT IS THE OZONE HOLE? Every spring, a hole as big as the USA develops in the ozone layer over Antarctica, in the South Pole. A smaller hole develops each year over the Arctic, at the North Pole. And there are signs that the ozone layer is getting thinner all over the planet. Scientists have discovered that the ozone hole over Antarctica started in 1979, and that the ozone layer generally started to get thin in the early 1980s. The loss of the ozone layer occurs when more ozone is being destroyed than nature is creating. WHAT CAUSES THE OZONE HOLE? One group of gases is particularly likely to damage the ozone layer. These gases are called CFCs, Chloro-Fluoro-Carbons. CFCs are used in some spray cans to force the contents out of the can. They are also used in refrigerators, air conditioning systems and some fire extinguishers. They are used because they are not poisonous and do not catch fire. Most countries have now stopped using new CFCs that can be released into the atmosphere, but many scientists believe we must stop using old ones as well. THE OZONE HOLE AND OUR HEALTH The ozone layer is like a sunscreen, and a thinning of it would mean that more ultra-violet rays would be reaching us. Too many UV rays would cause more sunburn, and because sunburn causes skin cancer, this too would increase deaths. These UV rays are also dangerous for our eyes and could cause an increase in people becoming blind. That is why sun cream and sunglasses are very important. THE OZONE HOLE ON ANIMALS AND PLANTS UV rays can go through water and end up killing small water animals or  plants, called plankton which form the base of the food chain in oceans and seas. Whales and other fishes have plankton as their main food, and if plankton die because of these UV rays, whales will start dying too, because they will not have anything to eat. Large amounts of UV rays could damage all green plants. If the ozone layer keeps getting thinner, there could be fewer and fewer plants on Earth, then there would be less food in the whole world. THE TWO-FACED OZONE GAS Ozone found between 19 and 30 kilometres high in the atmosphere is one of the reasons why we are alive on Earth. But when the gas ozone is found lower down where we can breathe it in, it becomes very dangerous for our health. This ozone is caused by a reaction between air pollution and sunlight and can cause modern-day smog. This is different to the smog that formed in the early 20th century from smoke and fog. What can you do: There are many things we can do to help reduce air pollution and global warming. Use buses and trains instead of cars, as they can carry a lot more people in one journey. This cuts down the amount of pollution produced. Walking or cycling whenever you can will be even better, as it does not create any pollution. It will also be good for your body, as regular exercise will keep you fit and healthy. If your parents must use the car, ask them to avoid using it for very short journeys if possible, as this creates unnecessary pollution. Try to encourage them to share their journeys with other people, for example when they go to work or go shopping. Also encourage them to drive more slowly as this produces less pollution and less carbon dioxide. Energy is produced to generate electricity and to keep us warm. Most energy is produced by the burning of fossil fuels, like coal, oil and gas, which release carbon dioxide, a greenhouse gas. Fuel burnt in our cars also releases carbon dioxide. As an individual, you do not have a lot of control on how your energy is produced. However, you can control the way in which you use that energy. Using less energy means less of it needs to be produced. So less carbon dioxide is released into the atmosphere. We can also help prevent pollution from our own homes which may contribute to acid rain and poor air quality, and increases emissions of carbon dioxide in the  atmosphere. Turning off lights when they are not needed and not wasting electricity will reduce the demand for energy. Less electricity will need to be produced and so less coal, oil and gas will have to be burnt in power stations, which means less air pollution and less carbon dioxide! Pollution formed indoors can be reduced by ensuring that all gas appliances are working correctly. Good ventilation will improve indoor air quality by dispersing biological pollutants like dust mite, and other pollutants such as cigarette smoke. Most of the rubbish we throw away can be recycled, such as glass bottles and jars, steel and aluminium cans, plastic bottles and waste paper. Recycling used materials uses less energy than making new ones. Composting fruit and vegetable waste reduces the amount of rubbish buried at rubbish dumps. What are the Governments doing? Governments throughout the world have already taken action for these different environmental problems (i.e. Acid Rain, Air Quality, Ozone Hole, Global Warming). In their plans they hope to reduce the amount of emissions of greenhouse gases produced by man. About half of the greenhouse effect is caused by our use of energy, especially from fossil fuels. Other sources of energy could be used which do not emit carbon dioxide, e.g. wind power, solar (sun power) and wave power. In the home and at school, we must learn to use energy efficiently and not waste it. Rain is very important for life. All living things need water to live, even people. Rain brings us the water we need. But in many places in the world even where you live, rain has become a menace. Because of pollution in the air, acid gases from factories, cars and homes, the rain is becoming dangerous for the life of every living creature. This rain is known as acid rain. WHAT IS ACID RAIN? Acid gases are produced when fossil fuels like coal and oil are burned in power stations, factories and in our own homes. Most of these acid gases are blown into the sky, and when they mix with the clouds it can cause rain or snow, sleet, fog, mist or hail to become more acidic. The opposites of  acid are alkalis; for example, toothpaste and baking powder are both alkalis. Strong alkalis can also be dangerous, such as ammonia and bleach. Lemon juice, vinegar and cola are all acidic. Rain is naturally acidic, but acid gases make it even more acidic, sometimes as acid as lemon! Nature can also produce acid gases, such as volcanoes. When they erupt, the smoke that comes out of the crater is also full of acid gases. HOW DO WE MEASURE ACIDITY? There is a special scale called the pH scale that measures the strength of acids and alkalis. A low pH number means something is acid. A high number means something is alkali. And something in the middle is called neutral. Acidity can be tested using litmus paper. Usually rain is a little acidic, and has pH of about 5.5, if the pH of rainfall is less than 5.5, then the rain is probably polluted by acid gases. Acids turn litmus paper red, and alkalis turn it blue. With a special paper called universal indicator, you can test levels of acidity. WHAT ARE THE MAIN GASES THAT CAUSE ACID RAIN? When we burn fuels, chemicals called sulphur and nitrogen are released into the air. Once in the air, they mix with water in the air rain, snow, etc and are transformed into different chemicals called sulphur dioxide and nitrogen oxides, which can be very dangerous for plants, animals and people. Most of the sulphur comes from power stations, which make electricity, and also from volcanoes. Most of the nitrogen oxides come from car and truck exhausts. We call air pollution the bad gases that we produce and release in the air. Sulphur dioxide and nitrogen oxides are the most important causes of acid rain. A PROBLEM ALL OVER THE WORLD Air pollution can be carried over long distances. When acid gases are released, they go high up in the sky, and then they are pushed by strong winds towards other countries. The acid rain in Sweden is caused by air pollution in Britain and other countries of Europe. The pollution produced in Britain ends up mostly in Scandinavia countries in northern Europe  including Sweden, Norway and Denmark. In the USA, the winds blow the air pollution to certain areas in Canada. HOW BAD IS ACID RAIN? When rain is acidic, it affects what it falls on: trees, lakes, buildings and farmland. Sometimes rain is not very acidic and does not cause a lot of problems, but when it is acidic, it can be very harmful to the environment. TREES AND PLANTS Acid rain can have terrible effects on a forest. The acid takes away important minerals from the leaves and the soil. Minerals are like vitamins for trees and plants. Without them, trees and plants cannot grow properly. They lose their leaves and become very weak. They are no longer strong enough to fight against illnesses and frost. They become very ill and can even die. Some soils are alkaline, when acid rain falls on them the acid becomes neutral. Plants and trees living on these soils are not in any big danger.. LAKES AND WATER LIFE Acid rain has a terrible effect on water life. Even if the acid rain does not fall straight into the lake, for example, it may enter from rivers and streams. Some of the life in the lake such as fish and plants may end up dying, because they cannot survive in acidic lakes. Thousands of lakes in Scandinavia have no more life in them. They have received so much acid rain for so many years, because of the winds pushing the acid gases, that nothing can survive. You can recognise a lake dead from acid rain by its clean and crystal clear water. But they look clean because there is very little living in them anymore. Tiny plants and animals are mostly unable to survive.. OUR HEALTH Particulates very small particles of debris found in some of the air pollution are one of the main causes of health problems. In towns and cities, these are released mainly by diesel engines from cars and trucks. When we breathe in air pollution, these very fine particulates can easily enter our body, where they can cause breathing problems, and over time even  cause cancer. Water we drink from taps can be contaminated by acid rain, which can damage the brain.. BUILDINGS Acid rain can also ruin buildings because the acid eats into metal and stone. It also damages stained glass and plastics. Some types of building materials are softer than others, and it is the softer ones which are most affected by acid rain. Sandstone and limestone are examples of stone which are fairly soft and are damaged easily. Granite is an example of a harder stone that can resist the effects of acid rain. In many places in the world, ancient and famous buildings and monuments are affected by acid rain. For example, the Statue of Liberty in New York, USA, has had to be restored because of acid rain damage. Buildings are naturally eroded by rain, wind, frost and the sun, but when acidic gases are present, it speeds up the erosion.

Impact of Brand Sound Elements on Consumers

Impact of Brand Sound Elements on Consumers Executive Summary With increase in competition and the number of media vehicles available, it has become essential for brands to establish powerful memory triggers in the minds of customers. Although, our relationship with sound is largely unconscious, sound is one of the most powerful and least explored senses in advertising and branding. India being a country with a very rich oral culture has numerous examples of sound identities created in religion, culture, traditions etc. Many smaller vendors and peddlers of India have also very effectively used sounds to differentiate themselves. Many companies are now starting to realize the effectiveness of Sonic Branding and the need for brands to have a sound identity. Some examples of famous and efficient sound trademarks are the Intel jingle, Nirma jingle, the Yahoo yodel, Apple computer sounds, Harley Davidson engine bike sound and Nokias ringtone. From just using jingles and music, sonic branding has moved to the use of sounds in various other platforms such as intrinsic product based sounds, soundscapes etc. This research aims to explore the effects of sound triggers or stimuli applied on customers to gauge the emotions and memories it evokes and hence understand how the trigger can affect the respondent. Brands across four broad categories have been considered for primary research according to the four quadrants of the FCB matrix. Various projective techniques have been used to find the associations created by the brand sounds of these chosen brands. Opinions of a few experts from advertising agencies and a few music composers have been taken to understand the phenomenon better. The findings have been analysed using the AIDA model, CAB model and also compared with similar examples from everyday life. The insights obtained have been used to come up with a framework for future companies to effectively implement sonic branding. Introduction: The impact that sound creates on anyone is profound. Sound being one of the major five senses plays a vital role in everyones day to day activities. In a country like India, which has an extensive oral culture where even a form of medication has been passed on to the next generation orally; sound is something that matters to every single soul in one way or the other. Sound is prevalent in almost all traditional forms in India ranging from festivals to discourses. In a vast country like India, each state has its own culture and each culture has its own representation of sound in its own unique ways. Right from the birth, where a special song is sung to represent the birth of a new child till the death, where in some states there are different instruments played during funeral. There are different sounds that represent different emotional states and thus it is a part of everyone and each variation of it causes a different impact. Every religion has its own usage of sound, for instance, ringing of bell and chanting has always symbolized the Hindu religion, similarly Sunday carols and Friday prayers at Church and mosque respectively. In a similar fashion and following the trend, various brands have started using sounds in all possible ways ranging from ad jingles to brand name associated music like the one Nokia has been using for years now. The main reason behind brands using sound although visual medium is still in vogue is because of the impact a particular sound creates on the user and the association with the brand name. Association of a particular sound to a product stays longer in a persons lifetime than probably a logo that one would associate with the same. There are sounds that one can easily recognize like that of a police siren or one from the ambulance which creates the sense of emergency and this sound creates a deep impact at least for a small period of time. Sound can be regarded as the best medium to communicate as the auditory signals can spread through thin air reaching a lot of people around and unlike vision which is restricted to the view of the reader. This way the reach increases and the impact is so huge that many companies have started using sound as their important means of communication. There are cases where the usage of sound has proven to increase the brand image and brand association of a particular product with the sound ,for example Kelloggs hired a Danish Lab to design a specific crunching sound for their cereal so that the customers will be able to differentiate their product from their counterparts based on the sound. Similarly, Nestlà ©s Kit-Kat has used the wafer cracking sound in its advertisements extensively thus bringing in an association between the cracking sound and their product. Sound Association with products has become so common that there are lots of products in the market which can be associated with its own song, jingle or even simple theme music. The underlying fact is that the sound that one experiences once stays forever in the minds and thus strikes a chord whenever they come across the product. This long term impact of sound makes it a more viable option than other means. There are cases where silence is the last thing customers would want, like in the case of a lounge where a mild music would help the customers ease out. This is probably the reason why a convention of sound based alerts in an elevator has come up to reassure people that they are safe even when they are alone. In the same lines was the first personal stereo developed because of which a person will not feel lonely and that sound will help him overcome his loneliness which eventually became an all time super hit product. As we all know that radio is one of the most welcomed invention and the reason why it is still popular even after the invention of television and other fancy gadgets is because of the ease of use and because sound does not require one to sit tight to get the fullest experience, a person driving his car can just tune into his favourite station and keep listening while doing the driving and so is the case with a housewife who can listen to it doing her daily chores alongside. This is one reason why people are still happy advertising through a radio. Considering Cinema, the impact that the sound creates and the value add that it provides to the movie experience is huge. Imagine a horror movie without sound and the impact it creates is not even half when compared to the one with the soundtrack on. There are many interesting cases which proves the point that sound is really a factor in any ones business; one such example would be the case of IBMs introduction of new range of noiseless typewriters in the 70s which did not sell well in the market. The reason that they found was that what they termed as noise really turned out to be a core attribute of the product and hence they re-launched the product with an artificial sound which simulated the original one. There is also the case of Las Vegas Gambling machines which were made coinless and hence the absence of the sound made by coins inside the slot machines shooed away the customers thus resulting in a drop in the revenues. There are certain products which are so attached to sound used by the vendors to sell the products that the change in the sound or absence of it might pose a threat to the product. The best example is the roadside pushcart seller who uses his distinctive voice to cry out loud and sell what he has got. There could be no better way to sell ice creams or cotton candys without using the bell attached to their push cart. When we look at various commercial products, like say a coke tin when broken open gives this unique sound which reassures the buyer of the freshness and quality of packing involved and same applies to various other food products. This kind of a sound association with every attribute attracts the producers to give more and more importance to the involvement of sound in their products. There are other instances which acts in the exact opposite fashion from what we have seen so far, the negative impact of sound associated with a product. An example to quote here would be that of a computer which produces less noise or no noise at all. In that case also sound association plays a vital role but in the opposite sense, that is, no sound or silence. Another major example here would be that of a generator which is more welcome when it produces less noise than one with a lot of sound. In this way even the absence of sound is associated with a select few products. Hence here sound might produce a negative impact on brand image. There are certain products where the sound association comes in the form of sound made by the product itself, like for example, a motorcycle which has its own distinct sound by which it is well recognized in the society. It is imperative that for these products the sound attribute must never be replaced with or removed from the product. If we run a search on product promotion using sound, there is no escape without going through our own traditional methods of product promotion or brand strengthening using sound as the major medium. Right from selling fish in a market till promoting a political party, Oral culture seems prevalent throughout our country. Processions, awareness campaigns all use sound to promote their products or ideas. Literature review Introduction to sonic branding The branding of a sound stimulus is called as Sonic Branding, Audio Branding, Sound Branding or Auditory branding, interchangeably by different authors. The power of music and sound to create a worldwide emotional response is unquestionable, but there is only little research that has been conducted to understand this phenomenon of sonic branding. Jackson (2004) defines Sonic branding is defined as the structured process, in which the acoustic becomes a part of the brand and its brand identity. .it may consist of an audio logo, a short jingle, or a brand theme. Roots of sonic branding Sonic Branding has been prevalent over centuries. The first sonic brand created was in 1859 when the chime sequence and the Big Ben bell was installed in the Westminster clock in London. Even today, whenever the chime is heard whether in grandfather clocks or mantel piece heirlooms, the City of Westminster is remembered around the world. (Stewart-Allen, 2006) Sonic branding seems to have its roots around the time humans discovered or developed music, and later used music to peddle our wares. Even today vendors in the markets who shout out to customers, ice cream trucks that ring a bell as they move, giant wheels and merry-go-rounds in village fairs have a unique sound attached to them which created fond memories in people. Jackson (2004) says in spite of all these, sonic branding has gained recognition as a separate business discipline only in the last few decades and has gained sophistication only over the last few years. Power of Sound: Music, the foundation for sonic branding, is a universally understood language and hence a powerful and feasible brand communications tool. Studies have shown that variations in the formal music structure of background music in commercials may have significant influence over the emotional responses of an audience. Music can evoke past memories, create nostalgia and transport the person to the past. The music evoked moods congruent with the feelings appropriate in such situations can be associated with increases in purchase intentions. (Alpert, Judy, Elliot, 2005) Sound is hardwired into our emotional circuit and it can often be the decided factor in a consumers choice. Studies have shown direct correlation between the kind of music played in a store and the purchase pattern of customers. Hearing is passive and listening is active, and according to Lindstrom (2005, P. 73) Even if we are more involved in hearing than listening, our mood is still affected by what we hear. While a logo is a graphical element of the brand, the sonic brand is the audio element of the brand. The objective is to create a memory trigger, linking the product name, service or benefit with a pleasant memory. Sound is also the simplest way to bypass cultural and language barriers and delivers a corporate message on a global scale (Beau, 2008). Sonic branding and advertising Every living being on earth has its own sonic signature. As human development spreads, the space available for animals and insects shrink hence there is less space for creatures that rely on sound to hunt and reciprocate. Brands face a similar challenge. Some of the acoustic principles of mature hence apply to brands also. (Franus, 2009). Apart from visual stimuli, Audio is the most widely used element in any advertisement or brand communication. In the book Sonic Branding, Jackson (2004) refers to auditory interfaces as sonic touch points. Radio, TV, cell phone, music played during telephone hold, and customer interactions in an IVR (Interactive Voice Response) system are but a few examples of the fourteen touch points Jackson identified. Sonic Logo – Sogo The most basic form of sonic branding is the sonic logo, a sogo. A sogo is a unifying, focal sonic branding device. Corporate identity literature defines a sogo to be a sonic branding device that plays the role of a short distinctive auditory signature lasting between three to six seconds. A sogo is the auditory analogue of a visual logo. For example the 5-tone (G?-C? -F? -C?- G?) Intel TM is a sogo. As another example, sonic branding for different models of the Nokia phones may be different but related musically as a family, signed off by the same sogo. The sogo activates the entire brand knowledge that includes brand attributes, brand benefits and brand attitudes. According to Roy (2009), jingles which were the most common type of music in popular radio and TV commercials of the 80s and 90s is slowly phasing out. One does not hear jingles like that of Nirma, Hamara Bajaj or Vicco Turmeric any more. The trend is moving towards more short, crisp and memorable brand sogos. Global Examples: The power of Tarzans call, the famous MGM lion roar are some examples of sounds that are famous globally. Later came Microsofts start up tone for windows which is even today heard by more than 400 million people every day. The Intel Inside tune has been around since 1998 that it has actually made the invisible chip visible via the short distinct sound used in all its brand-building campaigns. Realising the importance of sound, Daimley Chrysler established a new department within his company to work on the sound of their car door as it was found that the way doors close can be an important factor in the perception of quality. (Lindstrom, 2005, p. 19, 21) Sonic Brands in India: According to Sanjay Raj Kurup, India is a very sonic nation and [brand] advertising in India was founded on sonic elements. He goes on to say Age old jingles of brands like Vicco Turmeric cream, Frooti (fruit drink) and Nirma washing powder have helped create strong brand identities and are remembered even today. Also, as a country, we love the voices of our actors and actresses, and any brand that uses a famous celebrity voice to promote its products has met with success. (Khicha, 2009) Further, Marketers in India have used music to sell everything from biscuits to bicycles. Britannias trademark jingle tintin tri din or the patriotic tune of Hamara Bajaj still rings in our ears. Khicha (2009) says today, in an increasingly cluttered media environment, jingles have been refreshed and modernized to hold the attention of customers. Tunes no longer just repeat the brand name, but are used in a manner where the core brand idea is tied to the music more creatively like Titans use of the symphony of Mozart Impact of Sounds: According to Julian Treasure, sounds affect us at four stages: Physiologically- Everyday life is filled with thousands of sound elements. From the alarm in the morning to the traffic and screeching of animals at night, every sound trigger creates a physiological impact on us. These impacts could include hormone sections, change in breathing, heart waves and brain waves. Unpleasant sounds like screeching sound, background sounds etc also affect us similarly. Psychologically- Music is the most powerful sound that affects our emotional state. Music is capable of changing the mood and mental condition of a person. Apart from music, natural sound affects our emotions too. Bird sound make many people feel reassured. Sound of traffic and horns increase tension and anxiety. Cognitively: We sub consciously filter sounds and only listen to what you want. For example when our name is called out in a crowd, we hear it irrespective of the background noises. This is also the reason why productivity decreases in noisy offices. Behaviourally: We move towards unpleasant sounds and move towards pleasant sounds. The best example of this is the fact that most retail sounds have a drastic effect on sales. Analysis of Brand Sounds: There are eight ways in which a brand can express itself using sound and every brand which does it has some fundamental guidelines at its centre. (Treasure, 2009). The eight ways or platforms are: Measuring Senses The main problem with conducting a sensory audit is that People tend to think about the sensory experience only in terms of the primary sense involved in the experience (Lindstrom, 2005, Pg 139). Hence it now becomes a challenge to identify the component parts of the sensory experience. The Brand Sense study (Lindstrom, 2005) covers the differences between the brands based on the senses before getting to the core of the questionnaire focusing on the senses and specific brands. Measuring Emotional response is trickier and is beyond the scope of a simple survey. Hence emotional responses are validated by starting on a simplifying assumption that emotion is related to a good or bad stimulus response. This hypothesis is later validated with the respondent. (Lindstrom, 2005) According to Banks (2009), sonic branding is one of the most intangible and poorly understood forms of branding. At its simple form a sogo is just a memorable sound attached to an identity, but for a global brand the sonic strategy can capture the essence of the entire company. Conclusion A number of brands have implemented the feature of sound stimulus to facilitate marketing strategy and building a brand. In recent years, numerous companies have followed this way to gain reputation and trust for their goods and services. It has hence been proved that the particular sound of a product can acquire distinctiveness and become a valuable trademark. It is now time to awaken the dormant senses and further utilize their unique properties in the search for brand loyalty (Fulberg, 2003) Recent Trends Use of Intrinsic unconscious Sounds: Brands have now started using more unconscious sounds to cognitively connect to the customer. With BMW patenting the sound of its car door closing and Kellogg patenting the sound of its crunchiness, more brands have started realising the importance of product sounds in creating a brand image for the product. Death of Jingles: The 1990s were times when brands used long jingles with lyrics very successfully to connect to audience. Brands like Vicco turmeric, Hamara Bajaj have very successfully used this phenomenon. In current times very few brands choose to use a brand jingle and are moving towards signature tunes, sogos etc. The problem faced with most jingles was that there is no common language across India and translating jingles to regional languages did not work well except in rare cases like that of Nirma. In Film Sound Placements: Like product placements, sound placements are also entering films. For example in the recent Aamir Khan Starrer 3 Idiots, the Airtel AR.Rahman caller tune is played whenever a phone rings in the movie. This phenomenon is likely to increase in future. Knowledge gaps: Analysis of sounds heard in our everyday lives as a part of our environment, culture, religion etc as a sonic trigger and understanding how it interacts with the listener. Semiotic Analysis of Sonic triggers to understand their meaning with respect to the context. Data analysis tool to measure the degree of interaction between the customer perception and the Brand Sounds. Metrics to measure the effectiveness of a sonic brand. Research Problem To understand the impact of brand sound elements on a consumer and to analyse how it affects their perception of the brand and further their purchase intension. Key Information Areas: Study how many Indian and global brands have effectively used Sonic branding as a key branding element. (by analysing successful case studies) To understand how people respond and interact with all the sonic triggers in their environment. Impact on brand awareness, brand recall and brand loyalty Relationship between sound element and perceived image of brand Impact on attitude towards the brand Emotional or memory triggers caused by the sound To analyse the data obtained to extract the key insights or learning that is seen across all sonic brands studied. How are the insights from each brand, related to the brands core value? Are there any lessons for future brand managers? How better can brands utilize it? Potential it holds for the future. Develop a framework for future brands to successfully implement sound as a key brand element. Rational for Research: The radio boom, internet and social media have opened up many new platforms of advertising and leveraging the power of sound for advertisers and brand managers. Also studies have shown that music played in stores has a huge impact on sales. This research is very relevant to the current times as every brand now has started recognising the power of sound in branding and is looking out for more opportunities to implement the same. There are consultancies that have come up, which specialise in offering sound strategy to their clients. In spite of all these advances, there is still very little research conducted on the effect of sound triggers on customers and the emotional impact it creates. There is also no framework to plan sound triggers as a part of a brand. Hence this research would be of tremendous benefit to Advertising agencies which create advertisements and also for brand managers as sonic branding can be made a part of a brand right from its very basic product manufacturing stage. Research Methodology: The research methodology consists of two stages: Secondary and Primary research. Secondary Research: Study of the various sonic elements found in Indian History, Culture, Religion and our environment. Understand their significance and impact (effectiveness) in the society? Analyse some popular Indian and global brands which have successfully used sound as a brand element. Primary Research: The research will be primarily qualitative as we are trying to understand intangible factors such as the impact of a sound element on a customer. Qualitative Research: Depth Interview and Dyads to understand parameters such as: The sensory impressions created by the sound brand element, Memories attached Emotions evoked. Reaction to the stimuli. Depth Interviews with experts in the Industry (Both Brand strategists and Music composers) to understand their considerations for building a sound element into a brand. Primary Research Design The FCB matrix developed by Foote, Cone and Belding of a market research agency in 1980, segregates the purchase of a customer into four different categories based on the involvement of the customer (high or low) and the motive behind the purchase (rational or emotional) For ease of comparison and analysis of data, the sonic brands taken for primary research are from four broad categories which fall in the four different quadrants of the FCB Matrix as follows. Reason for choosing the categories and test samples: Majority of the brands currently using sogos and Brand sounds to market themselves are from the telecom sector. For example the Nokia ringtone is played 1.8 billion times a day and is the most played sound around the world today. Although the frequency of association with these category of brands is low for a consumer, these sound elements help maintain high brand recall. Hence telecom falls in the first quadrant of the matrix being a rational purchase with considerably high amount of involvement. The samples taken for primary research from this category are: Airtel (AR Rahman caller tune) Docomo (Signature tune) Nokia (Ring tone) Products which of high emotional value and have a high level of involvement with the customer are usually prized possessions close to the customers heart. To analyze this quadrant, examples of two wheelers are taken from the automobile sector. More than Ad jingles, it is known that the engine sound of an automobile plays an enormous role in creating an intrinsic emotional connect and a perception of the vehicle in the customers mind. Hence, engine sound being a product sound for these brands have been taken as a sample for primary research. The samples taken are: Britannia (Sogo) Kellogg (Crunchy sound) Alpinliebe (Sogo) Sounds can play a massive role in creating top of mind recall and desire to purchase in the category of foods and beverages. Huge brands like McDonalds, Britannia and Kelloggs have very effectively tried to use this phenomenon in their communication. Although visuals are the most important sense to connect to when it comes to food, creating an unconscious sound trigger helps create a deeper association for the customer with the brand at a more cognitive level. In this category, brand sounds also help motivate impulse purchase. Hence, some of the product sounds and Sogos taken for research from this quadrant are: Yo-Bikes (Engine sound) Harley Davidson (Engine sound) Pulsar (Engine sound) Apart from large products and brands, there are numerous goods that brand themselves only using sounds in the environment around us. They are products with which we have very low involvement, but their effective use of certain sounds connects to people in a spontaneous and emotional way. For example, a person on the way to work may suddenly decide to polish his shoes on hearing wood tapping sound made by cobblers sitting on the platform. Polished shoes make him feel more confident of his looks. Another example would be of peoples immediate reaction to the pleading sounds of beggars even on a busy day. Some of the samples taken from this quadrant of the matrix are: Ice cream trolleys (sound of the ringing bell) Beggars (Sound made while pleading for alms) Assumption of Research: The basic assumption of this research is that the brands which fall in the four different quadrants of the FCB matrix differ in the ways and reasons for which sounds have been used to create a unique identity for themselves. The research tried to analyse the difference in the use of sound in these four quadrants based on this assumption Sampling Design: The observation and depth Interviews with vendors will be done in the cities of Ahmedabad and Chennai to observe the commonalities and differences between the cultures. The respondents will be chosen using the method of random sampling as follows: Mix of users and non users of the brands. Preferably respondents who are aware of the brand. (Note: SEC A+ and A and this particular age group has been selected based on the target users of the brands that are taken for primary research.) Expert opinions: Apart from primary research with the customers, the opinions of three experts has been taken. Mr.Biju Dominic (CEO, Final mile) who has done deep research in the fields of neural sciences, Ms.Shally Mukherjee (Account Head, Leo Burnett) and Mr.Dominic (Music and Jingle Composer) have shared their views on the topic. Findings from Observations Watching respondents doing their routine work in the given context to derive insights about their behaviour is known as Observational research. The key advantage of this methodology is that the respondents are unaware of being monitored and hence behave naturally reducing sources of error in the data. To understand the effect of particular sound elements in our daily life, the following places were observed Market Places Residential Areas and inside houses Railway Stations and Bus Stands Market Place: The market place of any city, town or even village in India will be one of the most cluttered and unorganized place in that locality. With Large shops, medium sized shops, road side peddlers, beggars, mobile vendors and of course the people and the vehicles, a market place is just chaos especially at peak hours. In such a scenario, where any sound is considered noise, it becomes crucial for vendors and peddlers to use sound to break through the clutter and attract customers. Some of the key insights obtained from the market place are as follows: The vendors who sell vegetables and fruits, call out to the female customers on the roads with respect using words like Didi, Amma etc. Some often repeat a list of vegetables that they are stocking currently. To push stocks, sometimes they repeatedly call out one particular vegetable or fruit announcing that it is fresh or that it is available for cheap rate. Thus by identifying what exactly the customer wants and needs to know to create a need for the product in the customers mind is done effectively by these vendors by using their voice as a medium of communication. The beggars who are seen in large numbers near important places provide numerous insights on sound based branding. There are different kinds of beggars. Physically Handicapped, poor with children, group of blind beggars and transvestites. Although all of them ultimately try to evoke sympathy and persuade you to part with some money voluntarily, it is seen that each of them have their own styles of using sound for the same purpose. Transvestites use the hands clapping as a symbol of their presence and to make others feel uncomfortable about it. Blind beggars grouped together and sang devotional songs with a whining flute, handicapped beggars often made sounds by knocking their begging bowls with very few coins on the floor or wall to direct the attention of passersby to their state of being handicapped and poor. Beggars who used small children to beg used a highly emotion filled pleading voice in order for people to sympathise with them. In spite of different kinds of sounds being use d, all of them make the listener feel that it is also his social responsibility to serve the poor in the country in some way. He is indirectly persuaded to part with some money. This phenomenon can also work in the opposite way. Repeated exposure to these sounds can make respondents indifferent to beggars in which case no amount of persuasive pleading appeals to the respondent. The sound either becomes redundant, noise or irritates him. The sales men similarly use their voice or recorded sound to create a mystery around the products being sold. Their calling creates a curiosity and attracts passersby to stop for his demo. Resi Impact of Brand Sound Elements on Consumers Impact of Brand Sound Elements on Consumers Executive Summary With increase in competition and the number of media vehicles available, it has become essential for brands to establish powerful memory triggers in the minds of customers. Although, our relationship with sound is largely unconscious, sound is one of the most powerful and least explored senses in advertising and branding. India being a country with a very rich oral culture has numerous examples of sound identities created in religion, culture, traditions etc. Many smaller vendors and peddlers of India have also very effectively used sounds to differentiate themselves. Many companies are now starting to realize the effectiveness of Sonic Branding and the need for brands to have a sound identity. Some examples of famous and efficient sound trademarks are the Intel jingle, Nirma jingle, the Yahoo yodel, Apple computer sounds, Harley Davidson engine bike sound and Nokias ringtone. From just using jingles and music, sonic branding has moved to the use of sounds in various other platforms such as intrinsic product based sounds, soundscapes etc. This research aims to explore the effects of sound triggers or stimuli applied on customers to gauge the emotions and memories it evokes and hence understand how the trigger can affect the respondent. Brands across four broad categories have been considered for primary research according to the four quadrants of the FCB matrix. Various projective techniques have been used to find the associations created by the brand sounds of these chosen brands. Opinions of a few experts from advertising agencies and a few music composers have been taken to understand the phenomenon better. The findings have been analysed using the AIDA model, CAB model and also compared with similar examples from everyday life. The insights obtained have been used to come up with a framework for future companies to effectively implement sonic branding. Introduction: The impact that sound creates on anyone is profound. Sound being one of the major five senses plays a vital role in everyones day to day activities. In a country like India, which has an extensive oral culture where even a form of medication has been passed on to the next generation orally; sound is something that matters to every single soul in one way or the other. Sound is prevalent in almost all traditional forms in India ranging from festivals to discourses. In a vast country like India, each state has its own culture and each culture has its own representation of sound in its own unique ways. Right from the birth, where a special song is sung to represent the birth of a new child till the death, where in some states there are different instruments played during funeral. There are different sounds that represent different emotional states and thus it is a part of everyone and each variation of it causes a different impact. Every religion has its own usage of sound, for instance, ringing of bell and chanting has always symbolized the Hindu religion, similarly Sunday carols and Friday prayers at Church and mosque respectively. In a similar fashion and following the trend, various brands have started using sounds in all possible ways ranging from ad jingles to brand name associated music like the one Nokia has been using for years now. The main reason behind brands using sound although visual medium is still in vogue is because of the impact a particular sound creates on the user and the association with the brand name. Association of a particular sound to a product stays longer in a persons lifetime than probably a logo that one would associate with the same. There are sounds that one can easily recognize like that of a police siren or one from the ambulance which creates the sense of emergency and this sound creates a deep impact at least for a small period of time. Sound can be regarded as the best medium to communicate as the auditory signals can spread through thin air reaching a lot of people around and unlike vision which is restricted to the view of the reader. This way the reach increases and the impact is so huge that many companies have started using sound as their important means of communication. There are cases where the usage of sound has proven to increase the brand image and brand association of a particular product with the sound ,for example Kelloggs hired a Danish Lab to design a specific crunching sound for their cereal so that the customers will be able to differentiate their product from their counterparts based on the sound. Similarly, Nestlà ©s Kit-Kat has used the wafer cracking sound in its advertisements extensively thus bringing in an association between the cracking sound and their product. Sound Association with products has become so common that there are lots of products in the market which can be associated with its own song, jingle or even simple theme music. The underlying fact is that the sound that one experiences once stays forever in the minds and thus strikes a chord whenever they come across the product. This long term impact of sound makes it a more viable option than other means. There are cases where silence is the last thing customers would want, like in the case of a lounge where a mild music would help the customers ease out. This is probably the reason why a convention of sound based alerts in an elevator has come up to reassure people that they are safe even when they are alone. In the same lines was the first personal stereo developed because of which a person will not feel lonely and that sound will help him overcome his loneliness which eventually became an all time super hit product. As we all know that radio is one of the most welcomed invention and the reason why it is still popular even after the invention of television and other fancy gadgets is because of the ease of use and because sound does not require one to sit tight to get the fullest experience, a person driving his car can just tune into his favourite station and keep listening while doing the driving and so is the case with a housewife who can listen to it doing her daily chores alongside. This is one reason why people are still happy advertising through a radio. Considering Cinema, the impact that the sound creates and the value add that it provides to the movie experience is huge. Imagine a horror movie without sound and the impact it creates is not even half when compared to the one with the soundtrack on. There are many interesting cases which proves the point that sound is really a factor in any ones business; one such example would be the case of IBMs introduction of new range of noiseless typewriters in the 70s which did not sell well in the market. The reason that they found was that what they termed as noise really turned out to be a core attribute of the product and hence they re-launched the product with an artificial sound which simulated the original one. There is also the case of Las Vegas Gambling machines which were made coinless and hence the absence of the sound made by coins inside the slot machines shooed away the customers thus resulting in a drop in the revenues. There are certain products which are so attached to sound used by the vendors to sell the products that the change in the sound or absence of it might pose a threat to the product. The best example is the roadside pushcart seller who uses his distinctive voice to cry out loud and sell what he has got. There could be no better way to sell ice creams or cotton candys without using the bell attached to their push cart. When we look at various commercial products, like say a coke tin when broken open gives this unique sound which reassures the buyer of the freshness and quality of packing involved and same applies to various other food products. This kind of a sound association with every attribute attracts the producers to give more and more importance to the involvement of sound in their products. There are other instances which acts in the exact opposite fashion from what we have seen so far, the negative impact of sound associated with a product. An example to quote here would be that of a computer which produces less noise or no noise at all. In that case also sound association plays a vital role but in the opposite sense, that is, no sound or silence. Another major example here would be that of a generator which is more welcome when it produces less noise than one with a lot of sound. In this way even the absence of sound is associated with a select few products. Hence here sound might produce a negative impact on brand image. There are certain products where the sound association comes in the form of sound made by the product itself, like for example, a motorcycle which has its own distinct sound by which it is well recognized in the society. It is imperative that for these products the sound attribute must never be replaced with or removed from the product. If we run a search on product promotion using sound, there is no escape without going through our own traditional methods of product promotion or brand strengthening using sound as the major medium. Right from selling fish in a market till promoting a political party, Oral culture seems prevalent throughout our country. Processions, awareness campaigns all use sound to promote their products or ideas. Literature review Introduction to sonic branding The branding of a sound stimulus is called as Sonic Branding, Audio Branding, Sound Branding or Auditory branding, interchangeably by different authors. The power of music and sound to create a worldwide emotional response is unquestionable, but there is only little research that has been conducted to understand this phenomenon of sonic branding. Jackson (2004) defines Sonic branding is defined as the structured process, in which the acoustic becomes a part of the brand and its brand identity. .it may consist of an audio logo, a short jingle, or a brand theme. Roots of sonic branding Sonic Branding has been prevalent over centuries. The first sonic brand created was in 1859 when the chime sequence and the Big Ben bell was installed in the Westminster clock in London. Even today, whenever the chime is heard whether in grandfather clocks or mantel piece heirlooms, the City of Westminster is remembered around the world. (Stewart-Allen, 2006) Sonic branding seems to have its roots around the time humans discovered or developed music, and later used music to peddle our wares. Even today vendors in the markets who shout out to customers, ice cream trucks that ring a bell as they move, giant wheels and merry-go-rounds in village fairs have a unique sound attached to them which created fond memories in people. Jackson (2004) says in spite of all these, sonic branding has gained recognition as a separate business discipline only in the last few decades and has gained sophistication only over the last few years. Power of Sound: Music, the foundation for sonic branding, is a universally understood language and hence a powerful and feasible brand communications tool. Studies have shown that variations in the formal music structure of background music in commercials may have significant influence over the emotional responses of an audience. Music can evoke past memories, create nostalgia and transport the person to the past. The music evoked moods congruent with the feelings appropriate in such situations can be associated with increases in purchase intentions. (Alpert, Judy, Elliot, 2005) Sound is hardwired into our emotional circuit and it can often be the decided factor in a consumers choice. Studies have shown direct correlation between the kind of music played in a store and the purchase pattern of customers. Hearing is passive and listening is active, and according to Lindstrom (2005, P. 73) Even if we are more involved in hearing than listening, our mood is still affected by what we hear. While a logo is a graphical element of the brand, the sonic brand is the audio element of the brand. The objective is to create a memory trigger, linking the product name, service or benefit with a pleasant memory. Sound is also the simplest way to bypass cultural and language barriers and delivers a corporate message on a global scale (Beau, 2008). Sonic branding and advertising Every living being on earth has its own sonic signature. As human development spreads, the space available for animals and insects shrink hence there is less space for creatures that rely on sound to hunt and reciprocate. Brands face a similar challenge. Some of the acoustic principles of mature hence apply to brands also. (Franus, 2009). Apart from visual stimuli, Audio is the most widely used element in any advertisement or brand communication. In the book Sonic Branding, Jackson (2004) refers to auditory interfaces as sonic touch points. Radio, TV, cell phone, music played during telephone hold, and customer interactions in an IVR (Interactive Voice Response) system are but a few examples of the fourteen touch points Jackson identified. Sonic Logo – Sogo The most basic form of sonic branding is the sonic logo, a sogo. A sogo is a unifying, focal sonic branding device. Corporate identity literature defines a sogo to be a sonic branding device that plays the role of a short distinctive auditory signature lasting between three to six seconds. A sogo is the auditory analogue of a visual logo. For example the 5-tone (G?-C? -F? -C?- G?) Intel TM is a sogo. As another example, sonic branding for different models of the Nokia phones may be different but related musically as a family, signed off by the same sogo. The sogo activates the entire brand knowledge that includes brand attributes, brand benefits and brand attitudes. According to Roy (2009), jingles which were the most common type of music in popular radio and TV commercials of the 80s and 90s is slowly phasing out. One does not hear jingles like that of Nirma, Hamara Bajaj or Vicco Turmeric any more. The trend is moving towards more short, crisp and memorable brand sogos. Global Examples: The power of Tarzans call, the famous MGM lion roar are some examples of sounds that are famous globally. Later came Microsofts start up tone for windows which is even today heard by more than 400 million people every day. The Intel Inside tune has been around since 1998 that it has actually made the invisible chip visible via the short distinct sound used in all its brand-building campaigns. Realising the importance of sound, Daimley Chrysler established a new department within his company to work on the sound of their car door as it was found that the way doors close can be an important factor in the perception of quality. (Lindstrom, 2005, p. 19, 21) Sonic Brands in India: According to Sanjay Raj Kurup, India is a very sonic nation and [brand] advertising in India was founded on sonic elements. He goes on to say Age old jingles of brands like Vicco Turmeric cream, Frooti (fruit drink) and Nirma washing powder have helped create strong brand identities and are remembered even today. Also, as a country, we love the voices of our actors and actresses, and any brand that uses a famous celebrity voice to promote its products has met with success. (Khicha, 2009) Further, Marketers in India have used music to sell everything from biscuits to bicycles. Britannias trademark jingle tintin tri din or the patriotic tune of Hamara Bajaj still rings in our ears. Khicha (2009) says today, in an increasingly cluttered media environment, jingles have been refreshed and modernized to hold the attention of customers. Tunes no longer just repeat the brand name, but are used in a manner where the core brand idea is tied to the music more creatively like Titans use of the symphony of Mozart Impact of Sounds: According to Julian Treasure, sounds affect us at four stages: Physiologically- Everyday life is filled with thousands of sound elements. From the alarm in the morning to the traffic and screeching of animals at night, every sound trigger creates a physiological impact on us. These impacts could include hormone sections, change in breathing, heart waves and brain waves. Unpleasant sounds like screeching sound, background sounds etc also affect us similarly. Psychologically- Music is the most powerful sound that affects our emotional state. Music is capable of changing the mood and mental condition of a person. Apart from music, natural sound affects our emotions too. Bird sound make many people feel reassured. Sound of traffic and horns increase tension and anxiety. Cognitively: We sub consciously filter sounds and only listen to what you want. For example when our name is called out in a crowd, we hear it irrespective of the background noises. This is also the reason why productivity decreases in noisy offices. Behaviourally: We move towards unpleasant sounds and move towards pleasant sounds. The best example of this is the fact that most retail sounds have a drastic effect on sales. Analysis of Brand Sounds: There are eight ways in which a brand can express itself using sound and every brand which does it has some fundamental guidelines at its centre. (Treasure, 2009). The eight ways or platforms are: Measuring Senses The main problem with conducting a sensory audit is that People tend to think about the sensory experience only in terms of the primary sense involved in the experience (Lindstrom, 2005, Pg 139). Hence it now becomes a challenge to identify the component parts of the sensory experience. The Brand Sense study (Lindstrom, 2005) covers the differences between the brands based on the senses before getting to the core of the questionnaire focusing on the senses and specific brands. Measuring Emotional response is trickier and is beyond the scope of a simple survey. Hence emotional responses are validated by starting on a simplifying assumption that emotion is related to a good or bad stimulus response. This hypothesis is later validated with the respondent. (Lindstrom, 2005) According to Banks (2009), sonic branding is one of the most intangible and poorly understood forms of branding. At its simple form a sogo is just a memorable sound attached to an identity, but for a global brand the sonic strategy can capture the essence of the entire company. Conclusion A number of brands have implemented the feature of sound stimulus to facilitate marketing strategy and building a brand. In recent years, numerous companies have followed this way to gain reputation and trust for their goods and services. It has hence been proved that the particular sound of a product can acquire distinctiveness and become a valuable trademark. It is now time to awaken the dormant senses and further utilize their unique properties in the search for brand loyalty (Fulberg, 2003) Recent Trends Use of Intrinsic unconscious Sounds: Brands have now started using more unconscious sounds to cognitively connect to the customer. With BMW patenting the sound of its car door closing and Kellogg patenting the sound of its crunchiness, more brands have started realising the importance of product sounds in creating a brand image for the product. Death of Jingles: The 1990s were times when brands used long jingles with lyrics very successfully to connect to audience. Brands like Vicco turmeric, Hamara Bajaj have very successfully used this phenomenon. In current times very few brands choose to use a brand jingle and are moving towards signature tunes, sogos etc. The problem faced with most jingles was that there is no common language across India and translating jingles to regional languages did not work well except in rare cases like that of Nirma. In Film Sound Placements: Like product placements, sound placements are also entering films. For example in the recent Aamir Khan Starrer 3 Idiots, the Airtel AR.Rahman caller tune is played whenever a phone rings in the movie. This phenomenon is likely to increase in future. Knowledge gaps: Analysis of sounds heard in our everyday lives as a part of our environment, culture, religion etc as a sonic trigger and understanding how it interacts with the listener. Semiotic Analysis of Sonic triggers to understand their meaning with respect to the context. Data analysis tool to measure the degree of interaction between the customer perception and the Brand Sounds. Metrics to measure the effectiveness of a sonic brand. Research Problem To understand the impact of brand sound elements on a consumer and to analyse how it affects their perception of the brand and further their purchase intension. Key Information Areas: Study how many Indian and global brands have effectively used Sonic branding as a key branding element. (by analysing successful case studies) To understand how people respond and interact with all the sonic triggers in their environment. Impact on brand awareness, brand recall and brand loyalty Relationship between sound element and perceived image of brand Impact on attitude towards the brand Emotional or memory triggers caused by the sound To analyse the data obtained to extract the key insights or learning that is seen across all sonic brands studied. How are the insights from each brand, related to the brands core value? Are there any lessons for future brand managers? How better can brands utilize it? Potential it holds for the future. Develop a framework for future brands to successfully implement sound as a key brand element. Rational for Research: The radio boom, internet and social media have opened up many new platforms of advertising and leveraging the power of sound for advertisers and brand managers. Also studies have shown that music played in stores has a huge impact on sales. This research is very relevant to the current times as every brand now has started recognising the power of sound in branding and is looking out for more opportunities to implement the same. There are consultancies that have come up, which specialise in offering sound strategy to their clients. In spite of all these advances, there is still very little research conducted on the effect of sound triggers on customers and the emotional impact it creates. There is also no framework to plan sound triggers as a part of a brand. Hence this research would be of tremendous benefit to Advertising agencies which create advertisements and also for brand managers as sonic branding can be made a part of a brand right from its very basic product manufacturing stage. Research Methodology: The research methodology consists of two stages: Secondary and Primary research. Secondary Research: Study of the various sonic elements found in Indian History, Culture, Religion and our environment. Understand their significance and impact (effectiveness) in the society? Analyse some popular Indian and global brands which have successfully used sound as a brand element. Primary Research: The research will be primarily qualitative as we are trying to understand intangible factors such as the impact of a sound element on a customer. Qualitative Research: Depth Interview and Dyads to understand parameters such as: The sensory impressions created by the sound brand element, Memories attached Emotions evoked. Reaction to the stimuli. Depth Interviews with experts in the Industry (Both Brand strategists and Music composers) to understand their considerations for building a sound element into a brand. Primary Research Design The FCB matrix developed by Foote, Cone and Belding of a market research agency in 1980, segregates the purchase of a customer into four different categories based on the involvement of the customer (high or low) and the motive behind the purchase (rational or emotional) For ease of comparison and analysis of data, the sonic brands taken for primary research are from four broad categories which fall in the four different quadrants of the FCB Matrix as follows. Reason for choosing the categories and test samples: Majority of the brands currently using sogos and Brand sounds to market themselves are from the telecom sector. For example the Nokia ringtone is played 1.8 billion times a day and is the most played sound around the world today. Although the frequency of association with these category of brands is low for a consumer, these sound elements help maintain high brand recall. Hence telecom falls in the first quadrant of the matrix being a rational purchase with considerably high amount of involvement. The samples taken for primary research from this category are: Airtel (AR Rahman caller tune) Docomo (Signature tune) Nokia (Ring tone) Products which of high emotional value and have a high level of involvement with the customer are usually prized possessions close to the customers heart. To analyze this quadrant, examples of two wheelers are taken from the automobile sector. More than Ad jingles, it is known that the engine sound of an automobile plays an enormous role in creating an intrinsic emotional connect and a perception of the vehicle in the customers mind. Hence, engine sound being a product sound for these brands have been taken as a sample for primary research. The samples taken are: Britannia (Sogo) Kellogg (Crunchy sound) Alpinliebe (Sogo) Sounds can play a massive role in creating top of mind recall and desire to purchase in the category of foods and beverages. Huge brands like McDonalds, Britannia and Kelloggs have very effectively tried to use this phenomenon in their communication. Although visuals are the most important sense to connect to when it comes to food, creating an unconscious sound trigger helps create a deeper association for the customer with the brand at a more cognitive level. In this category, brand sounds also help motivate impulse purchase. Hence, some of the product sounds and Sogos taken for research from this quadrant are: Yo-Bikes (Engine sound) Harley Davidson (Engine sound) Pulsar (Engine sound) Apart from large products and brands, there are numerous goods that brand themselves only using sounds in the environment around us. They are products with which we have very low involvement, but their effective use of certain sounds connects to people in a spontaneous and emotional way. For example, a person on the way to work may suddenly decide to polish his shoes on hearing wood tapping sound made by cobblers sitting on the platform. Polished shoes make him feel more confident of his looks. Another example would be of peoples immediate reaction to the pleading sounds of beggars even on a busy day. Some of the samples taken from this quadrant of the matrix are: Ice cream trolleys (sound of the ringing bell) Beggars (Sound made while pleading for alms) Assumption of Research: The basic assumption of this research is that the brands which fall in the four different quadrants of the FCB matrix differ in the ways and reasons for which sounds have been used to create a unique identity for themselves. The research tried to analyse the difference in the use of sound in these four quadrants based on this assumption Sampling Design: The observation and depth Interviews with vendors will be done in the cities of Ahmedabad and Chennai to observe the commonalities and differences between the cultures. The respondents will be chosen using the method of random sampling as follows: Mix of users and non users of the brands. Preferably respondents who are aware of the brand. (Note: SEC A+ and A and this particular age group has been selected based on the target users of the brands that are taken for primary research.) Expert opinions: Apart from primary research with the customers, the opinions of three experts has been taken. Mr.Biju Dominic (CEO, Final mile) who has done deep research in the fields of neural sciences, Ms.Shally Mukherjee (Account Head, Leo Burnett) and Mr.Dominic (Music and Jingle Composer) have shared their views on the topic. Findings from Observations Watching respondents doing their routine work in the given context to derive insights about their behaviour is known as Observational research. The key advantage of this methodology is that the respondents are unaware of being monitored and hence behave naturally reducing sources of error in the data. To understand the effect of particular sound elements in our daily life, the following places were observed Market Places Residential Areas and inside houses Railway Stations and Bus Stands Market Place: The market place of any city, town or even village in India will be one of the most cluttered and unorganized place in that locality. With Large shops, medium sized shops, road side peddlers, beggars, mobile vendors and of course the people and the vehicles, a market place is just chaos especially at peak hours. In such a scenario, where any sound is considered noise, it becomes crucial for vendors and peddlers to use sound to break through the clutter and attract customers. Some of the key insights obtained from the market place are as follows: The vendors who sell vegetables and fruits, call out to the female customers on the roads with respect using words like Didi, Amma etc. Some often repeat a list of vegetables that they are stocking currently. To push stocks, sometimes they repeatedly call out one particular vegetable or fruit announcing that it is fresh or that it is available for cheap rate. Thus by identifying what exactly the customer wants and needs to know to create a need for the product in the customers mind is done effectively by these vendors by using their voice as a medium of communication. The beggars who are seen in large numbers near important places provide numerous insights on sound based branding. There are different kinds of beggars. Physically Handicapped, poor with children, group of blind beggars and transvestites. Although all of them ultimately try to evoke sympathy and persuade you to part with some money voluntarily, it is seen that each of them have their own styles of using sound for the same purpose. Transvestites use the hands clapping as a symbol of their presence and to make others feel uncomfortable about it. Blind beggars grouped together and sang devotional songs with a whining flute, handicapped beggars often made sounds by knocking their begging bowls with very few coins on the floor or wall to direct the attention of passersby to their state of being handicapped and poor. Beggars who used small children to beg used a highly emotion filled pleading voice in order for people to sympathise with them. In spite of different kinds of sounds being use d, all of them make the listener feel that it is also his social responsibility to serve the poor in the country in some way. He is indirectly persuaded to part with some money. This phenomenon can also work in the opposite way. Repeated exposure to these sounds can make respondents indifferent to beggars in which case no amount of persuasive pleading appeals to the respondent. The sound either becomes redundant, noise or irritates him. The sales men similarly use their voice or recorded sound to create a mystery around the products being sold. Their calling creates a curiosity and attracts passersby to stop for his demo. Resi