Evaluate Consumer behavior and Identify possible segmentation options Term Paper

Evaluate Consumer behavior and Identify possible segmentation options - Term Paper Example Each product line is then segmented further on the basis of customer comfort which includes â€Å"compression†, â€Å"fitted† and â€Å"relaxed† (Forbes.com). Each of these serves a unique benefit. For instance, the â€Å"fitted† line in particularly suited to athletics who need greater body flexibility, and hence, tighter clothing. At present, the accessories segment is classified into bags, hats as well as gloves for sports that incorporate â€Å"moisture-wicking† fabrics and temperature-control technologies (Hallett). These products claim the benefit of keeping the customer cool and dry in situations where moisture may cause body temperature to heat up resulting in excessive sweating. Therefore, by controlling temperature the products provide customers with the benefit of maintaining their highest and best performance for an extended period of time. This is because users are able to ‘use’ their muscles for longer periods of time (Under Armour). The long sleeves provide protection against cuts, wounds and abrasions that are common in sports requiring high friction. Additionally, to users (performers) who desire to look aesthetically pleasing, the compression technology provides the benefit of enhancing visibility of body muscles. Furthermore, the â€Å"PolyArmour† technology provide s the benefit of protecting the users’ body from UV rays of the sun (Northern Athletic). This acts as a sunscreen averting premature ageing. As far as possible demographic and psychographic segmentation is concerned, the company can use its anti-sweating technology to provide other products such as deodorants that block body odor resulting from stress and sweat. This product can be targeted to virtually anyone, primarily women and men aged 19 and above who are likely to experience hormonal changes that are conducive to more sweating. Furthermore, recognizing the fact that the inclusion of women in sports such as

The Music of Bollywood Films Assignment Example | Topics and Well Written Essays - 1000 words

The Music of Bollywood Films - Assignment Example Roopa’s father happily agrees as he knows they both love each other and all he can ask for is the happiness of his daughter. After getting married, Rajeev gets to know about the reality of Roopa and he thinks that she is not the girl he fell in love with and this is all a plan to cheat him. Disappointed and frustrated, he kicks Roopa out of his house while Roopa pleads and begs him to believe that she is the same girl he fell in love with and she did not cheat. Desperate for her love, Roopa decides to meet her husband daily in the night with her face covered. Rajeev with this supposedly different girl falls in love and they start to meet every night. One day Roopa realizes that she is pregnant. Having got to know about this, Rajeev suspects her again of cheating as he does not know that Roopa and that girl are the same person. Then one day, due to heavy rain, the dam breaks out and everything gets washed away in the rain. Then Rajeev realizes how wrong he has been and saves he r wife Roopa from the flood and gets her back to his home. There are many archetypes and stereotypes displayed in the movie. For example, how could two people fall in love with each other without even seeing the faces of each other. Also, woman here is again shown as a weak link of the society and men are portrayed to be the stronger half. Men can treat women the way they want to and women have no right to complain whereas in today’s society, women are given equal rights as compared to men.... One day Roopa realizes that she is pregnant. Having got to know about this, Rajeev suspects her again of cheating as he does not know that Roopa and that girl are the same person. Then one day, due to heavy rain, the dam breaks out and everything gets washed away in the rain. Then Rajeev realizes how wrong he has been and saves her wife Roopa from the flood and gets her back to his home. Archetypes/Stereotypes/Symbols: There are many archetypes and stereotypes displayed in the movie. For example, how could two people fall in love with each other without even seeing the faces of each other. Roopa keeps Rajeev in the dark about her facial disfigurement and he does not get to know about it until marriage. Also, woman here is again shown as a weak link of the society and men are portrayed to be the stronger half. Men can treat women the way they want to and women have no right to complain whereas in today’s society, women are given equal rights as compared to men. Men cannot misbe have with women as there are laws for it now. If a man kicks his wife out of his house, she can go court and the husband will be forced by law to pay her full expenses. Background Music &Sound Effects: The background music and sound effects were very much dramatic and gave the movie a look of a complete love-tragedy movie. The background sounds of Rain and then the breaking of Dam although not too realistic, still added to the glamour of the movie. Music: The music of this movie directed by Laxmikant-Pyarelal was, no doubt, the best music of that year. They won a Filmfare Award for the best music directors for this movie. The theme song of the movie – â€Å"Satyam Shivam Sundaram,† a song that has brought Truth, Destruction and Beauty together, a

Symptoms And Treatments In Cystic Fibrosis

Symptoms And Treatments In Cystic Fibrosis Abstract Cystic fibrosis (CF) is one of the most common genetically inherited diseases which can cause premature death in western populations, with 1 in 2000-3000 new born babies being found to be affected by Cystic fibrosis in Europe [1]. The disease is caused by defective chloride ion channels along the epithelial membrane of the lungs, pancreas and other organs; although there are several hypotheses as to how this dysfunction specifically gives rise to the typical symptoms. The complications associated with the disease are varied, the most significant being the build up of abnormally thick excess mucus which can cause impaired function of the lungs and other major organs. Fortunately research into new treatments has significantly improved the life expectancy of people suffering from this disease. This essay discusses the causes Introduction The name cystic fibrosis refers to the generation of cysts in the pancreas and the formation of excess fibrous connective tissue in the lungs. The internal organs which suffer the most damage as a result of this disease are the lungs and the pancreas; although a variety of other organs are also affected. The first clinical recognition of cystic fibrosis didnt occur until the 1930s when its symptoms were observed and characterised by Dr. Dorothy Anderson. The recessive nature of the disease was confirmed in the mid-forties after an investigation involving over one hundred families; although the defective gene that causes the disease wasnt isolated for another forty years when it was discovered in 1989 by reverse genetics. After the breakthrough in the forties general understanding of the disease increased steadily over the next couple of decades with a major clinical advancements in diagnostics occurring in the fifties with the development of the sweat test. As cystic fibrosis is the result of an autosomal recessive disorder, the sufferer will have to of inherited two copies of the mutated gene (one from each parent) in order to be affected by the disease. The mutation takes place in a single gene on chromosome 7. This faulty gene leads to the development of a defective cystic fibrosis transmembrane conductance regulator (CFTR) protein. In healthy people the CFTR proteins form ion channels to transport chlorine ions across the epithelial membrane of the lungs, pancreas, sweat glands and other organs. It is also thought to regulate the activity of other chlorine-selective channels and some cation-selective (sodium ion) channels. Ions can then pass through these channels thereby maintaining the water potential of the cells. When the fine balance of ion concentration is affected less water is able to pass across the epithelial membrane by osmosis causing excess and highly viscous mucus to build up in the affected organs, resulting in severe long-term respiratory and digestive problems. The human lungs are adapted for use in aerobic respiration by providing a thin, moist surface for gas exchange to take place between the pulmonary arteries and the external environment. For gas exchange to be effective the respiratory surface must comply with Ficks law which requires that the surface area is large, moist and thin to enhance permeability. The resulting fibrosis caused by the disease greatly affects the permeability of the lungs and hence reduces their capacity for gas exchange. Molecular mechanisms There are over 1500 types of mutation which can cause a defect in the CFTR protein, the most common of which is a deletion of phenylalanine at position 508 (à ¢Ã‹â€ Ã¢â‚¬  F508) which Is the cause of approximately two-thirds of CF cases. The mutations are categorised into six classes determined by their impact on the resulting functionality of the CFTR channels, ranging from reduced to complete non-function. Class I, II and III mutations all result in the absence or substantial reduction of functional CFTR. Class I mutations cause a complete lack of protein production due to premature stop codons arising in the genetic code whereas class II mutations produce a protein that doesnt fold properly and so is consequently degraded by the cell. In a class III mutation the lack of effective binding with ATP molecules leads to the defective regulation of CFTR and so again is classified as being non-functional. Classes IV and V still permit the development of functional CFTR albeit with reduced capacity for chloride ion transport or with reduced production of functional CFTR in general due to promoter mutations that decrease transcription [2]. Class VI mutations also produce functional CFTR although its degradation is greatly accelerated. The F508 deletion results in a class II mutation. There are four main hypotheses as to how this defective gene causes disease although it is not known whether the disease is caused by one or a combination these hypotheses. Two of these, the low volume and high salt hypotheses, provide a detailed description of the complications that arise as a result of faulty CFTR by taking into account the composition of airway surface liquid (ASL). Low volume hypothesis In the case of the low volume hypothesis it was postulated that there is little to no difference in the salt concentration of ASL between healthy people and those suffering from cystic fibrosis. This hypothesis suggests that the symptoms of cystic fibrosis are caused by a dysfunction of the CFTR gene resulting in damaged or ineffective sodium ion channels. The damage caused is ergogenic and reduces the inhibition of the ion channels leading to the excessive movement of sodium ions from the ASL into the airways. The increased concentration of positively charged sodium ions in the airways then drives the absorption of chlorine ions and water, reducing the volume of ASL and dehydrating mucus. The dehydrated mucus becomes highly viscous and the cilia present on epithelial cells which are used to aid the clearance of mucus and to increase lung surface area become compressed by the mucosal build up. This compression of cilia inhibits the clearance of mucus which then continues to build up, further reducing the lung surface area. The excess mucus can also form hypoxic niches that can harbour colonies of pseudomonas aeruginosa. Build up of mucus physically reduces the lung surface area affecting the efficiency of gas exchange. The mucus build up also increases the compression of cilia on epithelial cells which inhibits clearance by cilia and coughing. High salt hypothesis The high salt hypothesis assumes that the airway surface liquid of healthy individuals has a relatively low salt concentration when compared to the ASL of cystic fibrosis sufferers. It suggests that the symptoms of the disease are caused by the disruption or complete absence of CFTR function which causes excess sodium and chloride ions to be retained in the ASL. This increased retention of chloride ions leads to the ASL having an abnormally negatively charged composition. This abnormality impairs the activity of the bodys natural bactericidal enzymes such as lysozyme which rely on electrostatic interactions to attach to the bacterial cell walls; thus allowing bacterial infection to persist in the hypoxic niches formed within the lungs. Abnormally high inflammation It has been speculated that the defective CFTR itself may be the cause of excessive inflammation in the airways. However there is limited evidence to suggest that the defective CFTR is a cause of excessive inflammation in itself but rather that it interferes with the regulation of autophagy. Autophagy is the process by which defective proteins are degraded in order to maintain the balance between the recycling and synthesis of cellular products, for example the degradation of defective CFTR by the cells own lysosomes. Research indicates that large amounts of defective CFTR inhibits autophagy, leading to an accumulation of aggresomes which can cause inflammation in the lungs [3]. The resulting inflammation is what gives rise to the characteristic scarring of lung tissue. CFTR bind with P. Aeruginosa Chronic bacterial infection is common amongst all cystic fibrosis sufferers, specifically the bacterial species pseudomonas aeruginosa which binds readily to the CFTR protein. In healthy people the body initiates an immune response in order to fight off the infection. In cystic fibrosis suffers there is enhanced binding between p. Aeruginosa and the CFTR protein, the bacterium is also able to bind without initiating an immune response. The compromised immune response combined with reduced ability to clear mucus due to compressed cilia further increases the risk of severe infection. Symptoms Visible characteristics typical amongst suffers include a slightly meagre appearance due to inefficient absorption of nutrients and the famously salty sweat used to confirm CF diagnosis. Low levels of oxygen in the tissues due to impaired gas exchange between the lungs and the bloodstream can cause clubbing of the fingers and toes Salty sweat The salty sweat associated with the disease like so many of its symptoms is again caused by faulty CFTR present on the sweat ducts. As sodium ions leave the sweat ducts through ion channels chloride ions follow through them through the CFTR protein channels. However, in cystic fibrosis patients dysfunctional CFTR channels prevent the outward flow of chloride ions from the sweat ducts. The resulting high chloride ion concentration in sweat ducts creates an electrochemical gradient which pulls more positively charged sodium ions into the ducts where the ions combine to form salt (NaCl). The salt is then secreted through pores in the skin resulting in very salty sweat as very little NaCl is reabsorbed. Salt sweat concentration of greater than 60mEq/L is generally considered significant enough to make a diagnosis, although further test may be required. Although poor growth can pose its own health risks the most severe symptoms are caused by the diseases capacity to cause damage to the internal organs. Endocrine CF is commonly referred to as an exocrine disorder meaning the resulting dysfunction affects glands which secrete their products through a duct to the surface of the body or of an organ, sweat glands and pancreatic ducts being an example of this. However some complications can arise in the bodys endocrine glands, glands which secrete their product directly into the bloodstream. Disorders of the endocrine glands tend to affect the secretion of hormones. Damage to the islets of langerhans within the pancreas can impair the secretion of insulin which can eventually lead to CF related diabetes. Pulmonary Lungs are the predominant source of infection, vulnerable to different species of bacteria although P. Aeruginosa becomes predominant; eventually these bacterial colonies form a biofilm which is difficult to remove with antibiotic treatments. The thickening of mucus creates environmental niches suitable for harbouring bacteria. High levels of infection result in an inflammatory response which often leads to extensive tissue damage and scarring regarded as the characteristic fibrosis of the lungs. The resulting fibrosis damages the epithelium of the lungs, making gas-exchange inefficient. Thick mucus also physically reduces the surface area Implications for other organs The lungs arent the only organs that suffer damage as a result of cystic fibrosis Diverse range of other organs affected, majority of these form a part of the alimentary system Lacking digestive enzymes in the intestines Absence of these digestive enzymes impair patients ability to breakdown and therefore digest their food. This generally results in poor growth but in extreme cases can cause severe malnutrition. Alimentary system all digestive systems The formation of cysts blocks ducts in the liver and pancreas preventing the secretion of essential digestive enzymes and hormones. Blocked ducts prevent secretion of enzymes/hormones? Mainly the pancreas which affects absorption of nutrients and can lead to poor growth in suffers Blockage of ducts in the liver New born babies can suffer from meconium ileus, an inability to pass their first faeces (meconium). The resulting ileus can cause blockages in the intestines that can cause rectal prolapse due to the strain involved in producing a bowel movement. Common associations between cases of meconium ileus and CF led to it being used as a postnatal diagnostic technique. Excess viscous mucus isnt only a problem in the lungs. Organs of the alimentary system can also be affected. Thick mucus can block pancreatic ducts preventing the secretion of vital digestive enzymes into the duodenum. The body is then unable to effectively extract nutrients from the ingested foods. Malabsorption is a common symptom of CF generally resulting in poor growth but in extreme cases can cause severe malnutrition. Fertility problems Fertility problems related to CF usually occur before birth whilst the foetus is still developing. Blocking of or complete absence of the connective tube (vas deferens) between the testes and ejaculatory ducts in males means that although they are not sterile they are unable to conceive children by traditional intercourse. In women thick mucus can cause blockages in the cervix or their ovulation cycle may be disrupted malnutrition as a result of CF related enzyme deficiencies. More than 95% of males with CF are infertile. Percentage of CF infertile source world health organisation Treatments Unfortunately there is currently no cure for CF however there are several treatments that can alleviate some of the symptoms associated with the disease, such as the use of hypertonic saline and enzyme replacement. Treatments such as gene therapy are more geared towards creating a permanent cure for CF, although at this moment in time the technology has not been perfected. Pharmacological treatments Fortunately the CFTRs are not the only chloride ion channels available on lung surface epithelium. Certain drugs can stimulate these other channels. Rcjournal. Stimulate the release of calcium or inhibit sodium channels to offset negative effects of whatever hypothesis. Hypertonic saline Major complications of CF stem from the imbalance in ion concentrations caused by the faulty CFTR gene. From this knowledge a line of treatments were developed in order to restore the ionic imbalance and hence improve the bodys ability to clear thick mucus from the lungs. The answer would need to be a sterile solution; high in salts that could be inhaled to replace the ions which werent being transported across the CFTR channels. The solution, hyper tonic saline, is a cheap and effective treatment for reducing the viscosity of mucus in the lungs. After it is inhaled the solution works by creating an osmotic gradient, drawing water into the airways, rehydrating the mucus causing blockages and reducing its viscosity hence making it easier to cleared and coughed up. Enzyme replacement Enzymes can be *injected* to restore the deficiency created by blockages of pancreatic ducts. Patients undergoing enzyme replacement therapy can expect to see improvements in growth, weight gain and general health as many illnesses arise from poor absorption of nutrients. Nutritional supplements can also be taken to replace those not being absorbed normally. Important short term treatments are giving nutritional supplements to sufferers to relieve malnourishment and promote healthy growth Nutritional plans generally involve high calorie diets rich in vitamins such as vitamin D to develop strong bones and prevent osteoporosis. Gene therapy Soon after the discovery of the defective gene in 1989 efforts were invested in finding a therapy that could target the disease at its genetic roots. Discovery of an effective method of gene therapy would open a virtual goldmine in treating not only cystic fibrosis but also other genetic diseases. One of the current gene therapy techniques for the treatment of CF involves the use of adenoviruses carrying vectors containing corrected copies of the CFTR gene. The adenoviruses carry double stranded DNA which is deposited in the nucleus of the host cell and then transcribed in the same way as the host cells own DNA. However, as this is an example of somatic gene therapy, the DNA of the adenovirus wont integrate with the host genome and the gene will not continue to be expressed after cellular division. This means the effects are not permanent and patients will require subsequent treatments to maintain the effect. There are of course risks associated with the use of viruses to incorporate functional DNA. Even though the viruses being used are non-pathogenic the presence of a foreign body can still initiate an immune response; the resulting inflammation can be dangerous for patients who are already at high risk of excessive inflammation due to immunocomprimisation. An alternative to adenoviruses are adeno-associated viruses (AAV). AAV vectors are non-pathogenic and have been shown to have a lower prevalence to neutralising antibodies when com pared to adenoviruses in vitro [4]. However they do have a relatively small genome of ~4.8 kilobases, with most gene treatments requiring the complete replacement of the viral genome. As a result of this, research is being targeted towards more effective means of gene therapy with tests being carried out with AAV and lipid-vectors. There is a trade off between the effectiveness of the method used to induce the vector. Viral vectors are more effective at integrating the vector into the host DNA compared to lipid vectors, but there is the increased risk of an immune response. Lung transplant In the most severe cases where patients are suffering from chronic infection lung transplants can be carried out where appropriate. In these cases both lungs need to be transplanted in order to prevent the new lung from being contaminated by existing bacterial populations currently present in the patient. Antibiotics Antibiotics tend to be used prophylacticaly as a pre-emptive measure for preventing infection. One common type of drugs used in treatments are macrolide antibiotics can suppress obstructive secretions in airways The macrolide antibiotics work by binding to the 50s subunit of the bacterial ribosome, thereby inhibiting protein synthesis. Conclusion The overall outlook for patients with CF has improved dramatically over the past eighty years since the first clinical recognition in the 1930s. A greater understanding of genetics has enhanced both the fields of clinical diagnostics and treatments. The future of treatments points towards gene therapy, we currently have the technology to do this but further research is needed to overcome the major obstacles such as more efficient transfer and getting the gene expression to last longer. [*http://www.who.int/genomics/public/geneticdiseases/en/index2.html#CF] http://www.medscape.com/viewarticle/576200_2 http://www.nature.com/ncb/journal/v12/n9/full/ncb2090.html http://www.nature.com/gt/journal/v6/n9/full/3300994a.html Figure 1. Sweat chloride concentrations related to cystic fibrosis (CF) diagnosis. Revised and reprinted by permission from Davis PB. Cystic fibrosis. Pediatr Rev 2001;22:257-264.Figure 1

Good vs. Evil in Psycho Essay

â€Å"Psycho† is a classic suspense film directed by Alfred Hitchcock which features a central female protagonist, a seemingly ordinary young woman named Marion Crane, who crosses paths with a dangerous mentally ill motel owner, Norman Bates. As their strange relationship develops, a dominant theme of good versus evil is introduced to the audience through the use of characterisation, editing, mise-en-scene and various other media techniques. From the outset, Hitchcock introduces an initial theme of good versus evil during the opening credits. The title scene could be seen as a reflection of the personality of Norman Bates as the credits themselves are presented as fragmented titles which come together as one on the screen but then shake and split up again, which hints towards the disjointed personality of Bates. The fact that the titles are dotted around the screen suggests that his character is severely unbalanced and not in a stable condition, foreshadowing the idea that his mind is in different places at different times and it is hard to tell when his mind-set will alter. The contrasting colours used in this scene are also important to the later character development as the black, white and grey each reflect the constantly conflicting part of Bates’ temperament. The darker areas on the screen reflect the deepest inner shadow of his mind, while the lighter areas show that he can also be a good person. They show the persistent inner conflict and the constant battle between good and evil. The grey, however, represents the uncertain parts of his split personality but could also be interpreted to refer to the indecision and doubt seen in the character of Marion as the film develops. This primary theme is developed as we are familiarised with the character of Marion Crane, the dominant leading role. We first see her meeting up with her boyfriend, Sam, in a hotel room during her lunch hour. The camera enters the room by zooming through the window and Hitchcock wants us to feel as if we are intruding on a private moment between the characters inside. This sense of voyeurism is clearly accentuated by the very first shot of the couple which is very personal and intimate – making the viewer feel rather awkward. This scene acts as a vital link to the film as a whole and is fundamental for the expansion of the theme of good and evil as it gives Marion a clear reason to steal the money in the scene that follows. Marion is presented as a good character at this point as her good intentions are outlined: we see that she just wants to marry Sam and for them to be able to be together respectably. When Sam states that he would not be able to provide for her, Marion is given an obvious ulterior motive and a chance to make the transition from good to evil, therefore setting up the entire film. We also notice that, the first time we see Marion, she is wearing white underwear: hinting to her kind and innocent personality but, when we see her after she has made the decision to steal the money, she is wearing black underwear. This visual symbolism presents a contrast between the two different stages of characterisation and depicts the character change of Marion as she goes from good to evil. Similar to the original view of Marion, when we first meet Norman Bates he seems like a very ordinary person, but as the scenes progress we begin to notice slight abnormalities in his behaviour. When Marion arrives at the Bates Motel, the heavy rain which forces her to stop is foreshadowing her impending doom while acting as effective pathetic fallacy as she is feeling isolated and guilty at this point. The fact that Norman hesitates before giving her the key to cabin one hints at his irregularity, along with the fact that he opens the window as soon as he enters the room – as if he is setting up his own escape route – and he never mentions the bathroom, foretelling the event which will take place there. Also, when Marion is checking into the motel, what should have been a clear view of Bates is blurred in the mirror: showing that he is changeable and that his personality is hazy. In a similar shot, only half of his face is shown and this clearly symbolises the fact that only one half of him can ever be fully good at any one time – the other half will always remain evil. However, sympathy is also evoked for Norman in this scene as we see that his mother takes an instant dislike to Marion – something which you would not normally see between two strangers. We see how close – and slightly strange – the relationship between Norman and his mother and the unnatural dependence they have on each other, showing that Norman is trapped in his current situation and making him seem like a good person. A similar effect is used throughout the scene in Norman’s parlour by with the use of light and dark as the lighting picks out significant features such as only one side of Norman’s face and the underside of the owl’s wings. The owl with its wings spread signifies his mother controlling his mind and shows that she is ever present, although we never see her, even when he is behaving normally she will always be inside his mind, therefore making the viewer feel sympathetic towards him as he has no control over his actions. Conversely, framing him next to an owl may suggest that Norman is a predator and the owl is his equal. Like the owl, many other birds are featured in the parlour scene, linking back to the recurring theme. Framing Marion next to them when she first enters the room makes her seem vulnerable and presents her as equal to the birds which Norman has stuffed. The shower scene is important to the character development of Marion as we see her clear transition from the evil character she turned into after stealing the money back to the good character we saw in the beginning. She has changed her mind about stealing the money and has made the decision to go home. We are able to pinpoint the exact moment of relief as she flushes the toilet: it is as if she is flushing away her problems and guilt. This effect is also used when the water goes down the plughole in the shower: representing the washing away of her sins. However, I feel that this image could also be taken to represent evil as Marion’s life is being washed away and she is going to down to Hell for the sins she has committed. A contrast between Norman and his Mother is clearly displayed in this scene although we also see that Norman can be evil while being totally himself as we see him spying on Marion before she is murdered. After the murder, Norman is linked to the crime in many ways. The camera work and editing assists this by panning directly to a view of Norman’s house, telling the story without the need for dialogue. Almost immediately following this we see Norman running from the house and consequently directly linking himself to the murder. We see him automatically assume that his mother has killed Marion without questioning her, making the viewer even more suspicious of him. Both good and evil sides of Norman are presented to the audience at this point as, although he seems flustered and hurried when he first discovers what his mother has done, he is able to relax into a state of unemotional professionalism which allows the viewer to realise that this has happened before. By pretending so strongly that it was in fact his mother who killed Marion, I think it is obvious he is trying to convince himself that he has done nothing wrong and, ultimately, that he is not mentally ill. The mise-en-scene when he sinks Marion’s car is representative of this. We see him framed next to a tree with a split trunk, suggestive to his split personality. The contrast between the two sides of Norman’s personality is extended in the scene which features Marion’s sister, Lila, as she searches the house for evidence relating to the murder. When she enters mother’s room, it looks very inhabited: the bed seems as if someone has just gotten up and the wardrobe is full of neatly stored clothes. Despite the clutter, everything is organised and tidy. I believe this highlights the extent of Bates’ mental illness as we see how much effort he has gone to keep up the illusion. The subjective close-up shot of the hands when Lila scans the dressing table suggests that Norman is still in the clutches of his mother and the darker side of his personality hence reminding us that he is not in control of his situation. Norman’s room provides a total contrast when compared with his mother’s. It is a lot smaller and appears to have remained the same since he was a child and contains an eclectic mix of the possessions of a childish boy and those of a twisted man. This conveys the idea that perhaps he is refusing to grow up or his mind has never developed past this stage. This idea combined with the toys explains his dependence on his mother and why he is so unwilling to leave her. The stuffed owl which sits at his door brings back the recurring motif of birds while also representing the ever present Mrs Bates. She is always watching him and he allows her to control him completely and make his decisions – just as if he were a child. The battle between good and evil continues as Lila makes her way down to the cellar and mother is finally revealed. As the scene ends the climax is completed with a close-up shot of â€Å"mother† which allows us to clearly see the light and dark reflecting in her eye sockets – representing the fact that it is possible for Norman to be both a fully good and fully evil character. Although we are now aware that mother is dead in reality, she continues to live on inside Norman. The last time we see the character of Norman Bates, he has been arrested and we are able to see that the dominant evil personality of â€Å"mother† has won and taken over. To display this, we hear Norman thinking in his mother’s voice and understand that he believes that he is her – unnervingly outlining the severity of his mental illness. The medium shot of Norman sitting in the chair is effective as it shows his body language while he behaves like an old woman; the image is creepy and, in my opinion, really gets under your skin. At this stage I think that it is important we hear mother before we see Norman as it allows the audience to realise that he is not really Norman any more, showing that he is still and not fighting with his inner self as it appears the battle for good over evil has finally been lost. As the camera zooms in on Norman, we see his blank stare change to a sinister grin and a super imposed shot of mother’s skull on his face which shows that the good side of him is trapped inside for what looks like forever. For me, the film did have a satisfying ending as we see the detective bring the case to a close so there are no more remaining questions, but the creepy smile we see at the end makes me think otherwise; leaving us at a cliff hanger of sorts. In conclusion, I believe that, with the use of media features such as characterisation and editing, Hitchcock is able to present a highly engaging struggle between good and evil. Although I did feel sympathy for the character of Norman, I believe that he did have the option to control his actions and get help to fight back against his evil personality but, as he relied on his mother too much, he did not want to push her away. However, while Marion’s decision to steal the money was irresponsible and out of character, I still feel that she did it with good intentions. Overall, I felt that the fact that evil came out on top rather than the more typical outcome made it particularly realistic as, in a real life situation, good would not always prevail.

An Introduction to Architecture

African Prisons Are Human Rights Friendly - 1473 Words

1.0 Introduction While prisons in Africa are often considered the worst in the world many other prisons systems are worse off in terms of violence, overcrowding and a host of other problems. This is not to argue that African prisons are human rights friendly. Many are in a deficient condition and their practices are at odds with human rights standards. However, prisons in many parts of the global are in crisis. Never before have there so many problems within penal systems and such large numbers of people in institutions of incarceration. 1.2 Background of the problem During the nineteenth century, the prison was located in the on the sea front in Zanzibar Town. In 1884, Sir John Kirk, H.M. Agent and Consul General, witnessed visited the†¦show more content†¦Prison labor is being deployed on a nation-building and revenue-sharing footing, with some penal institutions being declared as economically self-sustaining corporations. The modern agricultural practices implemented there are intended to serve as models for village agriculture. The aim of rehabilitation, however, is illusive, since persons are incarcerated for adherence to forbidden tribal customs, for default of agricultural production norms, and for noncompliance with mandatory resettlement in villagization projects. As more and more offenders are sent to prisons for openly opposing government policies, the institutions are failing their economic self-sustenance goals and becoming an increasing burden to the State. The contradictory conditions in Tanzanian prisons reflect the conflict between the government s aims to create a socialist society and ideological consensus out of a reality where capitalist characteristics control the economy and primitive customs guide the populace. The role of prisons in Tanzania, Zanzibar is inclusive is followed from their establishment as instruments of colonialism to the current nationalistic efforts to create modern agricultural corporations of penal institutions. 1.3 Statement of the problem Nearly twenty years after its establishment, the SRP continues to receive

Essay on Pay Attention to the Commercials - 1070 Words

Pay Attention to the Commercials Dont go to work! Dont go to school! Stay home tomorrow and watch some TV. Daytime television commercials can be classified into who they are being marketed to. Businesses realize who will be watching TV between ten a.m. and two p.m. so they target their ads to these TV watchers. The majority of the viewers between these times are the stay at home moms, out of work people, and the people who stayed home from work sick. The only reason that I pick up on such a minor detail as this is because my goal is to graduate from college with a major in marketing. I watch commercials and laugh when I see the approach used by some businesses to get the attention of their consumers. Women tend to watch talk shows and†¦show more content†¦Juice boxes always claim to be made with real fruit juice when they really only have about 5%, but moms are looking to give their children the very best. There are some commercials targeted just for the mom in mind though, such as: Jenny Craig, Weight Watchers, and cereals that are good for you like Special K. Moms who do not have much time on their hands need an easy way to lose weight, so when they see these commercials they may think it will get them a little thinner without the effort of committing to a gym. Lastly, there are commercials for hair color, shampoo, conditioner, and makeup. Herbal Essence chooses to show how using their product will take you away from all the hassles of the world when you use it. What mom wouldnt want that? The other audience watching shows such as Judge Judy and Moral Court are the out of work people. This audience is kind of a slacker who lays around the house all day not motivated to find a job or do much of anything except flip through the channels. These people arent interested in what they can buy so they need different advertising. This is where the chiropractors, lawyers, ideas/patents, and college commercials come in. Zero down! No credit, bad credit okay! If youre an accident victim well work for you! Discount fees, not discount service! There are some key words to grab the out of work viewers attention. Commercials for this group have to beShow MoreRelatedAnalyzing Old Spice Essay766 Words   |  4 PagesThe Old Spice Company uses several methods to convey a message and sell their product. Old Spice commercials are well known for using the famous Isaiah Mustafa, wrapped in just a towel, to talk about the company’s product. While Mustafa walks and talks, the background and setting of the commercial changes and the actor never loses eye contact. The product is always shown throughout the entire commercial. 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