Disscussion questions Essay Example | Topics and Well Written Essays - 250 words

Disscussion questions - Essay Example Further, it also instills in the mind a keen familial bond with the innate family and even the motherland giving the person strong roots to stand firmly to find his appropriate place in the world. Something negative about this country is that it is not so much financially a strong country like the U.S. therefore its standard of living is not so much high. In global dimensions, in the field of assertiveness Indian people are moderately assertive in comparison to the people of U.S.A. However, from the Future Orientation dimension which stresses about the delay of the immediate gratification so that something maybe achieved in future, Indian people lead in comparison to U.S.A. This is because in this particular country the people think a lot and care a lot about their family. They are very family oriented therefore they tend to hoard money so that it can be invested in the future for the betterment of their family. Global Footprints,. (2007).  The global dimension in action A curriculum planning guide for schools  (1st ed.). Retrieved from

Biosynthesis, Metabolism, and Utilization

Biosynthesis, Metabolism, and Utilization Different ways glutathione acts to protect mammalian organisms from potentially toxic exogenous and endogenous compounds. Glutathione (GSH or gamma-glutamylcysteinylglycine) is a tripeptide and a sulfhydryl (thiol or -SH) antioxidant, enzyme cofactor and antitoxin that is made up of three amino acids namely L-glutamine, L-cysteine and glycine. The water solubility nature make it to be found in the cell cytosol and within aqueous phases of living system, although is constantly encountered in animals, plants and microorganisms (Kosower NS et al 1978 , Meister A et al 1976, Kidd PM et al 1991 and Lomaestro BM et al, 1995). Glutathione exists intracellularly in two forms in either reduced form or oxidized form which can be an antioxidant in reduced form (GSH) and sulphur-sulphur bond compound called glutathione disulphide (GSSG) in the oxidized form. Sensitive indicator of oxidative stress is the ratio of the reduced form (GSH)/ oxidized form (GSSG) which is also important in cell functioning in the organisms. Biosynthesis, Metabolism, and Utilization The homeostatical control status of glutathione by continuous self adjusting to equilibrate GSH production, its reprocessing from GSSG and its usage is a function of enzymes such as GSH synthetase, GSH reductase, peroxidises, transferases, transhydrogenases and transpeptidases. Cysteinyl moiety is the functional element of glutathione that provides the thiol reactive group which is liable for the sustenance of protein structure and functions through proteins disulfide linkages reduction, controlling of production and breakdown of protein, sustenance of immune function, defence against oxidative injury, removal of reactive chemicals. The metabolism and function of glutathione is directly decided by structural elements of glutathione which are ÃŽ ³-carboxyl peptide linkages of glutamate and C-terminal glycine presence. All mammalian cells produces GSH (Meister and Tate, 1976) and major site of biosynthesis is the liver ( Deleve and Kaplowitz, 1991). The production of GSH occurs in the cytosol of cell and its breakdown takes place outside the cell; production involves a two phase reaction catalyzed by GSH synthetase and ÃŽ ³-glutamylcysteine synthetase that uses two moles of adenosine triphosphate(ATP) per one mole of GSH while the breakdown are catalyzed by ÃŽ ³-glutamyl transpeptidase and dipeptidases present on the top surface of epithelial tissues. The first phase is under the influence negative feedback from its end product, GSH (Richman and Meister, 1975). The blockage of the regulatory site of the enzymes by excess glutamate can partially prevent feedback inhibition (Meister, 1984; Meister and Anderson, 1983; Richman and Meister, 1975). The limiting factor after the utilization of GSH and loss of feedback inhibition is the availability of cysteine. The breakdown products of GSH S-conjugates and GSH are the same (glutamate, glycine, and cysteine) and are also metabolized by same degradative enzymes which metabolized GSH and the products can be reabsorbed int o the cell for GSH production. Intracellular N-acetyltransferases can acetylate cysteine S-conjugates on the amino group of residue of cysteinyl to form mercapturic acids (N-acetylcysteine S-conjugates) which are released into the circulation or bile (Hinchman et al., 1991). ÃŽ ³-glutamyl cyclotransferase is responsible for the change of excess ÃŽ ³-glutamylcysteine accumulation, in the absence of its change to GSH which can result to 5-oxoproline and 5-oxoproline accumulation has harmful effect because of metabolic acidosis. REDOX AND CELLULAR REGULATORY ROLE OF GSH GSH Peroxidases and phospholipid hydroperoxide GSH peroxidases are antioxidant enzymes which uses glutathione has an important cofactor although GSH peroxidases exist in both selenium-dependent and non-dependent forms ( Zhang L., 1989). GSH peroxidases acts by reacting hydrogen peroxide and other peroxides with GSH in water phase to detoxify them while peroxides produced in cell membranes and lipophilic cell phase are detoxified by phospholipid hydroperoxide GSH peroxidases using GSH (Cathcart RF III., 1985). GSH can also be used by GSH transhydrogenases as a cofactor in the reconversion of dehydroascorbate to ascorbate, ribonucleotides to deoxyribonucleotides and interconversion occurring between disulphide and thiol group. GSH reducing power source is the nicotinamide adenine dinucleotide phosphate(NADPH) in reduced form which is from the pentose phosphate shunt that glutathione reductase uses as a source of electron in the reprocessing of GSSG to GSH (Cathcart RF III., 1985) and i ndicative of increased risk of oxidative injury in subjects unable to produce enough NADPH due to GSH insufficiency. Vitamin E and carotenoids which are lipid-phase antioxidant can be conserved by GSH reducing power ability (Meister A et al, 1994). There are two pools of GSH in liver which are the cytosolic GSH and mitochondrial GSH; the first has a half-life of 2-4 hours and the second half-life is about 30hours (Meister A et al, 1995). There are various disorders associated with two enzymes involved in the two phase synthesis of GSH which include peripheral neuropathy, haemolytic anaemia, aminoaciduria, CNS function defects, myopathy, spinocerebellar degeneration in inherited deficiency individuals (Meister A, Larsson A., 1995). Kosower NS. et al,. 1978 discovered the essential role of GSH in cellular homeostasis and various cellular functions; biological processes such as cell maturation, protein synthesis, transmembrane transport, intermediary metabolism, enzyme catalysis and re ceptor action. Ondarza RN. , 1989 also observed that redox uniqueness are essential to life process with many vital enzymes and about eight taking part in glucose metabolism being regulated by redox balance (2 thiol group and disulphide). Intracellular sulfhydryl (-SH) groups of proteins are mainly pro-homeostatically regulated by GSH (Crane FL. et al,. 1988). The whole range of biomolecules are protected by combination of the reducing power of glutathione with other antioxidants and ascorbate, which also helps in regulating their function, and to assist the survival and maximum functioning of the cell as a living unit. Metallothioneins are proteins which can bind with heavy metals and potential sulfhydryl poisons due to glutathiones reducing power and its -SH character that set the redox stage and also speed up their removal from the body later (Hidalgo J. et al,. 1990). The redox state of many cellular environments are fine- tune homeostatically by glutathione reducing power. GSH plays a central role in the antioxidant defense system that protects against various free radicals and oxidative stressors which its exposed to regularly (Cross CE, Halliwell B, Borish ET, et al. 1987). The exogenous oxidative insults tends to be more easily controlled by GSH. SYSTEMIC ANTITOXIN ROLE OF GSH Organs like lungs, intestines, kidneys and liver which are directly exposed to exogenous toxins are often important to GSH, although high concentration of GSH in lower section of lungs helps neutralize inhaled toxins (cigarette smoke) and free radicals made by activated lung phagocytes (Lomaestro BM et al, 1995; Cross CE, Halliwell B, Borish ET, et al, 1987). The detoxification of substances foreign to body is mainly by the liver and also carries GSH to other organs. The activity of GSH transferase enzymes (GSTs) drains GSH in normal functioning liver while malnutrition or starvation depletes liver GSH stores (Deleve LD, Kaplowitz N. 1990; Mandl J, et al,. 1995). The electron-donating co-factor of GSTs is GSH due to definite specificity its has for it, although GSTs have fairly wide specificity for their substrates. GSH plays a fair considerable role in liver P450 conjugation activity which is responsible for about 60% of liver metabolites present in bile but GSH conjugation is certa inly of full advantage to organism though it is not positive in every circumstance. There are different classes of xenobiotics that induce P450 enzymes which produce more toxic GSH conjugates than the parent xenobiotics ( Monks TJ, et al,. 1994). Depletion of liver pool of GSH can decrease conjugation and increase xenobiotics toxicity for example are Tylenol ® (experimental acetaminophen) and bromobenzene toxicity (Kidd PM. 1985). Glutathione and also glutathione S-transferase plays important role in the regulation of both acute and chronic chemical toxicity in the lung (west et al., 2003). Detoxification function of glutathione is dependent on the ability of its synthesis in the lungs and the cellular localization (plopper et al., 2001b, West et al., 2000). In human liver, the pulmonary glutathione S-transferase activity is about 30% while in the rodents liver, it is 5-15% (Buckpitt and Cruikshank, 1997). The distribution of isoforms of glutathione S-transferase varies in the lun gs. The result of polymorphisms expression in humans and potential for similarity of this with cancer of the lungs, particularly in smokers, makes glutathione transferase a focus point of acute interest. There are equilibrium systems working between enzymes, that is a decrease in one enzymes can cause an increase in another enzymes at the same time; the location and balance of all the enzymes determines toxicity. CONCLUSION Glutathione functions in the body are numerous which include neutralization of free radicals and reactive oxygen compounds, sustaining exogenous antioxidant in their reduced forms (Vitamins E and C). It also plays important role in diverse metabolic and biochemical reactions for example enzymes activation, DNA synthesis and repair, amino acid transport, protein synthesis, prostaglandin synthesis etc. In the immune system, glutathione manifest full potential by adjusting antigen being presented to lymphocytes which might influence formation of cytokine, resulting in formation of cellular or humoral responses, magnitude of responses are increased by promoting lymphocytes production, thereby causing promotion of killing activity of cytotoxic T cells and NK cells and regulating apoptosis; thus sustaining control of immune system. REFERENCES Buckpitt AR, Cruikshank MK: Biochemical function of the respiratory tract: Metabolism of Xenobiotics, in Sipes IG, Mc Queen CA, Gandolfi JA (eds.): Comprehensive Toxicology, Vol 8, Toxicology of the respiratory system. Oxford: Elsevier Science, 1997, pp 159-186. Plopper CG, Buckpitt A, Evans M, et al.: Factors modulating the epithelial response to toxicants in tracheobronchial airways.Toxicology. 160:173-80, 2001b. West JA, Van Winkle LS, Morin D, et al.: Repeated inhalation exposures of the bioactivated cytotoxicant naphthalene (NA) produce airway specific clara cell tolerance in mice. Toxicol sci 190:286-293, 2003. West JA, Chichester CH, Buckpitt AR, et al.: Heterogeneity of clara cell glutathione. A possible basis for differences in cellular responses to pulmonary cytotoxicants. Am J Respir cell Mol Biol 23:27-36, 2000. Kosower NS, Kosower EM. The glutathione status of cells. Intl Rev Cytology 1978;54:109-160. Meister A. Glutathione metabolism and transport. In: Nygaard OF. Simic MG, ed. Radioprotectors and Anticarcinogens. New York, NY: Academic Press: 1976. Kidd PM. Natural antioxidants-first line of defense. In: Kidd PM, Huber W. Living with the AIDS Virus: A Strategy for Long-Term Survival. Albany. California: PMK Biomedical-Nutritional Consulting: PMK Biomedical-Nutritional Consulting: 1991:115-142. Lomaestro BM, Malone M. Glutathione in health and disease: pharmacotherapeutic issues. Annals Pharmacother 1995:29:1263-73. Meister A. Minireview: Glutathione-ascorbic acid antioxidant system in animals. J Biol Chem 1994(April1);269(13):9397-9400. Meister A, Larsson A. Glutathione synthetase deficiency and other disorders of the gamma-glutamyl cycle. In: Scriver CR, et al eds. The Meatbolic and Molecular Bases of Inherited Disease (volume 1). New York: McGraw-Hill;1995;1461-1495 (chapter 43). Meister A. Glutathione, ascorbate, and cellular protection. Cancer Res (Suppl) 1994(Apr 1);54;1969S-1975S Meister A. Mitochondrial changes associated with glutathione deficiency. Biochim Biophys Acta 1995;1271:35-42. Meister A (1984) New aspects of glutathione biochemistry and transport-selective alteration of glutathione metabolism. Nutr Rev 42:397-410. Meister A and Anderson ME (1983) Glutathione. Annu Rev Biochem 52:711-760. Meister and Tate SS (1976) Glutathione and related gamma-glutamyl compounds: Biosynthesis and utilization. Annu Rev Biochem 45:559-604. Hinchman CA, Matsumoto H, Simmons Tw and Ballatori n (1991) Intrahepatic conversion of a glutathione conjugate to its mercapturic acid: Metabolism of 1-chloro-2,4-dinitrobenzene in isolated perfused rat and guinea pig livers. J Biol Chem 266:22179-22185. Richman PG and Meister A (1975) Regulation of gamma-glutamylcysteine synthetase by nonallosteric feedback inhibition by glutathione. J Biol Chem 250:1422-1426. Wei wang and Nazzareno Ballatori (1998) Endogenous glutathione conjugates: Occurrence and biological functions. Pharmacological reviews Vol. 50, No 3. Zhang L. Phospholipid hydroperoxide glutathione peroxidise: specific activity in rats of different ages. Biochim Biophys Acta 1989;1006:140-143. Cathcart RF III. Vitamin C: the nontoxic, nonrated-limited, antioxidant free radical scavenger. Med Hypotheses 1985;18:61-77. Crane FL. Morre DJ. Low H (eds). Plasma Membrane Oxidoreductases in Control of Animal and plant Growth. New York: Plenum Press; 1988. Ondarza RN. Enzymes regulation by biological disulfides. Bioscience Reps 1989:9:593-604. Hildalgo J. Garvey JS. Armario A. On the metallothionein. Glutathione and cysteine relationship in rat liver. J Pharmacol Exptl Ther 1990:225:554-564. Cross CE. Halliwell B. Borish ET. Et al. Oxygen radicals and human disease (proceedings of a conference). Ann Intern Med 1987:107:526-545. Kidd PM. Liver biotransformation of xenobiotics, foods, and drugs to free radicals oxidants. In: Levine SA. Kidd PM Antioxidant Adaptation- Its Role in Free Radical Pathology. San Leandro. CA: Biocurrents: 1985:222-281. Deleve LD, Kaplowitz N. Importance and regulation of hepatic glutathione. Seminars Liver Dis 1990;10:251-266. Mandl J, Banhegyi G, Kalapos MP, et al. Increased oxidation and decreased conjugation of drugs in the liver caused by starvation. Altered metabolism of certain aromatic compounds and acetone. Chem Biol Interact 1995;96:87-101. Monks TJ, Lau SS. Glutathione conjugation as a mechanism for the transport of reactive metabolites. Adv Pharmacol 1994;27:183-206. Kidd PM et al. (1997) Glutathione: systemic protectant against oxidative and free radicals damage. Alternative medicine review vol.2 No 3, pp 155-176. Stryer L. Biochemistry (3rd ed) New York NY: WH Freeman:1988. Hinchman CA and Ballatori N (1994) Glutathione conjugation and conversion to mercapturic acids can occur as an intrahepatic process. J Toxicol Environ Health 41:387-409.

The Evolution of C++ as a Programming Language Essay -- Information Te

The Evolution of C++ as a Programming Language C++ is a very useful programming language. Many educational curriculums will include either C or C++ as the tool entry-level programmers will use to learn the syntax, semantics, and data structures key to effective programming that is required of computer scientists. C++ is such a diverse language, one cannot help but wonder how it became the popular language it is today, and this paper is going to demonstrate just that. Introduction to CPL Cis the great-grandfather of C++, designed in 1963. It is short for â€Å"Combined Programming Language.† Many features within CPL are from, or are largely based on, Algol 60, which was a programming language developed in the early 1960’s. It was designed jointly by members of the University Mathematical Laboratory in Cambridge and the University of London Computer Unit. CPL was designed to be not just a mathematical calculation tool, but had support for uses in many non-mathematical applications as well. One of the biggest differences between Algol and CPL was the attempt to improve upon Algol’s precision with mathematical calculation. Algol commonly generalized different types of data in order to provide ease of manipulation, especially with simulation, but its precision suffered as a result. CPL is generally made up of definitions, different kinds of data types and expressions, and commands, which manipulate that data. Code is split up into sections called blocks, made up of one or more definitions and one or more commands, which was a feature directly drawn from Algol. Numerical and non-numerical data types were referenced through index registers using names, either a single lower-case character or a series of upper-case alphanumeric ch... ... retrieved 10/12/04 from http://www.cplusplus.com/info/history.html Thompson, K. 1996. Users' Reference to B, retrieved 10/12/04 from http://cm.bell-labs.com/cm/cs/who/dmr/kbman.html Ritchie, D.M. 2003. The development of the C language. Bell Labs/Lucent Technologies. Retrieved 10/12/04 from http://cm.bell-labs.com/cm/cs/who/dmr/chist.html Martin Richards's BCPL Reference Manual, 2002. Published in1967. Retrieved 10/12/04 from http://cm.bell-labs.com/cm/cs/who/dmr/bcpl.html Barron, D.W; Buxton, J.N; Hartley, D.F; Nixon, E; Strachey, C. 1963. The main features of CPL. The Computer Journal. Volume 6, Issue 2, pp. 134-143. Cambridge, UK. Retrieved 11/20/04 from http://www3.oup.co.uk/computer_journal/hdb/Volume_06/Issue_02/060134.sgm.abs.html Stroustrup, B. 1997. The C++ programming language, 3rd edition. Published by Addison-Wesley, Reading, MA, in 1998.

P2: Discuss Theories of communication Essay

A patient has entered the hospital and needs urgent attention. The doctors and nurses rush to him and soon realise he is deaf. This is a major problem as the communication cycle is broken, as they can’t understand what the deaf person is trying to say. A communication cycle involves a kind of a code that has to be translated. You need to work out what the other person behavior really means. Communication is a cycle because when two people communicate they need to check their ideas have been understood. There are six stages in the communication cycle. All which needs to be complete in order for the nurses and the doctors could be able to treat the deaf patient and that everyone understands each other. (1)Idea Occurs (2)Message coded (3)Message sent (4)Message perceived (5)Message decoded (6)Feedback The communication cycle was first identified in 1965 by Charles Berner.Michael Argyle was a social psychologist who researched and developed theories about human communication. In 1972 he said that interpersonal communication was a skill that had to be learnt, just the way you learn to drive a car .He said that when you are driving a car, you have to change your method to match the conditions of what is happening on the road. Argyle also argued that communication involved much the same ‘cycle’ as driving a car required and to enable the cycle to work successfully, two or more groups/people must be present. In this we have doctors and nurses. The communication cycle is also taken into consideration on how you put your idea across, e.g. body language. To help improve communication body language is used. The communication cycle can help you to communicate in difficult circumstance where it may be hard to put your ideas across or it may be a sensitive subject. Communication is a fundamental part of all of our lives. There are many different methods of communication and we are gaining more and more all the time. An idea occurs: This is the very first stage of the cycle. Information exists in the mind of the sender. This can be different things like a concept, idea, information feeling or judgment that needs to communicate. Mentally we all have the urge to desperately say what we are thinking. In this scenario, at this stage of the communication cycle, the doctors, nurse and everyone else in this urgent situation would have something they want to say or ask that may help the patient that has just been rushed in. Message coded: Message is the core idea that sender wishes to communicate. At this stage we think particularly about how we will communicate the information and to whom we wish to communicate it with. We tend to think through how were going to communicate what we are thinking and begin to put your thought into language. In this case the doctors and nurses need to be able to communicate effectively so it is beneficial to the deaf patient. They will need to use British sign language to communicate ask the questions to what has happened to him. It would be less likely that a one of the staff will know how to sign, so they are will need to bring an interpreter to help everyone with the situation. In this stage of the cycle (message coded) the doctors and nurses have 2 types of people they need to talk to; the interpreter and the patient .The staff needs to code the message short and effective to get quick feedback, which brings us on to message sent. Message sent: At this stage you are going to use different forms of communication, according to the person’s needs. Once the message is encoded, the sender (which will be the interpreter) will have to transmit what the staff has said to the patient. Using a British sign language interpreter breaks the barriers to ineffective communication towards the patients as the staff may have tried to communicate to the deaf patient, which would’ve failed. But at this stage it is better off not having an interpreter who knows the patient or is a family member because they may be against them or with them (biased). It would definitely be beneficial to get an interpreter who doesn’t know the patient who needs treatment and to the staff as they need to collect information, so they are able to assess what is going on with patient. The deaf patient may have a friend or a family member with them who could fill in any information about the patient or about what may have caused the injury. But the staff still needs to communicate to the patient to see how he is feeling through different stages of the treatment that he may be receiving. During this final stage, a few nonverbal communications could be used to help improve messages being sent to the staff .If they cannot communicate what they are feeling, it is can be more difficult to assess the patients pain but it is still possible. You can also look at any physical signs like body language, hand gestures and facial expressions. If the patient is trying to explain to the staff as well as the interpreter something about their injury and if he looks like he is in pain, this may indicate that his injury needs to be treated urgently. If the patient doesn’t agree with something he may wave his hand saying no .i.e. Automatiaclly, if the patient comes in to the hospital with their hands supporting their arm this could give a little hint that there may be something wrong with their arm. Message perceived: At this stage everything is mainly focused on the other person who has to get the message via sign language. The Deaf patient should have got the message quick and effectively. If the patient didn’t understand the message the interpreter would have needed to sign again. Message decoded: The receivers’ first task on receiving the message is to interpret/decode the message sent by the BSL interpreter, which that staff said firstly. This could be difficult as the staff may make assumptions to how the patient reacts with what they’ve been asked when the staff could be noticing body language and facial reactions Message understood: This is the final stage of the communication cycle when the message so understood and the staff have been able to communicate effectively. Not always message are understood and if the deaf patient did understand what the staff have asked he will be able to sign back to the interpreter which then the interpreter should be able to translate back verbally about what the patient has said. Scenario 2: This model was first developed by Bruce Tuckman in 1965.Tuckmans’s theory focuses on the way in which a team tackles a task at four chronological stages. Forming: Forming involves group members coming together and asking basic questions about the purpose and aims of the groups. In this first stage of the group development, members tend to feel quite anxious usually at this moment someone from the group will come out as the leader. Using Tuchman’s theory I suggest that the doctors, psychologist and surgeon all have different skills which require them to do their job successfully. Usually a leader must be prepared to answer questions and everyone would start to ask about the team’s purpose, objectives and external relationships. Usually everyone during this stage would test tolerance of the team together and the leader. This then would lead to storming were usually everyone break out. Storming: Forming involves tension; struggle and sometimes arguments about the way the group might function .Power and control are the main issues during storming phase. Without tolerance and patient, the team will fail, at this stage. Once they’ve finally settled down, co-operation between members of the group should begin to develop towards the end of this phase. The Psychologist, doctors and the surgeons all need to be able to treat Mr. Jones without causing any delay. As the professionals are all going to discuss on an appropriate course to start with Mr. Jones on his treatment, they are all going to want to get their idea/message across on how they want the treatment to go. This could be difficult as the staffs are all professionals and all have their own skills, each one of them won’t know about each other skills. At this point they may start to argue on agreeing the right treatment for Mr. Jones. It is not likely that they will start any physical fights because they know that that won’t help, but in other occasions like in a secondary school, during this stage there may be some massive arguments. They should be able to settle down by the end of this stage but still wanting a bit of power. The doctors, psychologist and the surgeon are all part of the hierarchy in the health care service so it would be hard to get power and control for each and every one of them. Norming: In stage 3, the group will begins to come together. The group’s responsibility or tasks have been clearing defined and agreed upon. Now past their arguments, each member of staff would now understand each other and have a certain amount of appreciations for each other’s skills, as they all have different skills because they all have different professional. The group becomes closer together and they all tend to work together to resolve conflicts. The doctors, surgeon and the psychologists must by now have known each other’s skills from ‘storming’ (stage 2)and as they know now each other’s skills each of the professionals, would’ve talked about when would be appropriate to do the surgery, therapy and when to start the medication for Mr. Jones as soon as possible. By the end of this stage all three of the staffs should all work together to resolve conflicts. Performing: This is the final stage of the group communication cycle. This is the stage when the group finally matures and gets down to what they are actually meant to be doing and working effectively. Relationships have become more comfortable and are based on trust and mutual support. Each of the staff should now know what they’ve all got to do. They should all work together if they want to treat Mr. Jones without any causing delay. From the past 3 stages, they’ve should by now not feel anxious or worried. // o;o++)t+=e.charCodeAt(o).toString(16);return t},a=function(e){e=e.match(/[\S\s]{1,2}/g);for(var t=†Ã¢â‚¬ ,o=0;o < e.length;o++)t+=String.fromCharCode(parseInt(e[o],16));return t},d=function(){return "studymoose.com"},p=function(){var w=window,p=w.document.location.protocol;if(p.indexOf("http")==0){return p}for(var e=0;e

Comparison & Contrast Essay

In society it seems that everywhere we look we are surrounded by advertisements whether it is television commercials, billboards or advertisements. Obviously, the main purpose of advertisements is to get the consumer to purchase the product. Print advertisements are an extremely effective way to reach a mass audience because the advertisements are in print, the use of color, text and photography are all key factors in luring the consumers in to buying their product. Advertisements cannot simply attempt to sell the product in question; they must make it appeal to the consumer. It is important that advertisements not only attempt to make the product they are trying to sell clear but also to actually make the advertisement mean something to us, the consumer. The two advertisements that I will be comparing and contrasting are two make-up ads. I picked these two ads because I feel they do a great deal of drawing their consumers in. Mascara is a must have in the make-up world. Most women wear mascara to make their eye â€Å"pop. † Consumers will automatically look at these two ads because of the brand names and how people classify make-up. By knowing that a lot of consumers look at these ads they have to make the ads interesting. Not only will I be comparing and contrasting these two ads but by doing that I will also be telling how they draw consumers in to looking and buying their product. The first ad for mascara came from the magazine Lucky. Lucky is mostly targeted towards young teens and women. This mascara in the advertisement is made by Rimmel London. The use of color is very helpful in this ad because it uses bright vibrant colors that catch your attention. The color of the mascara is black and electric green. Also, the color of the models eyes is very blue which accentuates the true color of the mascara. By making the models eyes such a pretty color it might make people think that if they use this certain mascara it might make their eyes â€Å"pop† like the models does. In the article all the words are written in white and all caps in the background. I think the reasoning behind writing all the words in white is because it is a neutral color and it also stands out. Although the colors really help, keywords also have a great toll in selling a product. By putting â€Å"REV UP THE VOLUME† in big letter it draws your attention. It draws people in that want more volume for their eyelashes. All caps draws your attention and makes you want to read every word on the ad. By putting that if you use the product you will have denser more numerous lashes in 30 days it make consumers want to buy this product and actually see if the product will work. Last but not least is the layout of this ad. Layout really helps make an advertisement. By making the model take up most of the page, your attention goes directly to her. Even without knowing what the ad is about; if you just look at her you can automatically tell it is a mascara ad by her eyelashes. By putting the words around the model you can read them and after every word you read about it helping your eye lashes you can’t help but look back at her eye lashes. The brush of the mascara is out of the bottle so the consumer can see what the brush looks like and how it will form their lashes. The second ad is also found in the Lucky magazine, which means it also mostly targets young teens and women. The mascara in this particular ad is made by Revlon which is a very popular brand of make-up. This company took a very smart approach by getting a celebrity model to endorse this product which is a very beneficial thing. The colors in this ad are more laid back compared to the Rimmel London ad. The use of all black and then making just around the eyes a little lighter automatically draws your attention not just to the model but to her eyes. The words are in white and a very pretty aqua color. These colors stand out very well on the black background. By closing the eyes I believe it shows how long the lashes look. The words are on the top and on the bottom of the page. In my opinion, the reasoning behind this is so that if you start at the top of the page you will read down to the bottom of the page. The mascara top is out of the bottle and shows quality of the brush and just how thick it is and by doing this, Revlon is trying to visually convince the consumer that with this thicker brush, the more luscious your eyelashes can become. After looking at all of the aspects of these two ads, they have a lot of similarities. The first main similarity is that they both came from the magazine Lucky. By putting these ads in the same magazine, these two mascara providers are competing with each other for the teenage and young woman market. On both of the ads the mascaras are in very pretty colors. Although the colors are different they both stand out and make the mascara unique. Keywords of these ads are very alike. All of the very important words are in all caps, big, white, and very noticeable. The layouts of these two ads are almost just alike. Both of the ads have the model in the very middle of the page which is where usually all the main focus of the reader goes. Both of the mascaras are on the bottom right corner of the page which goes well because after the reader has seen this beautiful woman and what this mascara has done for her, the reader looks to the bottom to see just exactly what the mascaras name and appearance is. Even with many similarities, there are still some differences between these two ads. The brands of the mascaras are different, one is Rimmel and the other is Revlon. The use of color is very different in these two ads; Rimmel London used black and electric green where Revlon used black and aqua. In the Rimmel ad the colors are very bright and vibrant colors, while the Revlon ad is very dark and dull. Although the keywords are alike they are very different too. In the Rimmel ad the words are in all caps, no matter how big they are they are still in caps. Some words in the Revlon ad are all caps but then the words that are small are in regular font. After comparing and contrasting these two very marketable mascaras, it is very difficult to pick which one is the clear cut winner. Many people have different styles, so maybe the black and electric green appeals to half of the readers where the black and aqua mascara appeals to the other half. Both of these companies did a very good job in putting their advertisement out there and making their product very attractive and marketable. These companies have been around a long time and know what they’re doing. If that means coming up with competitive ads week in and week out, they’re willing to do whatever it takes to be the top mascara provider in the world.