Vietnam Essays (1867 words) - Vietnam War, Ho Chi Minh,

Vietnam Believing that communist aggression in South Vietnam could lead to takeover of South East Asia, the United States slowly became more involved in the conflict there during the years of 1954 through 1975. Prior to the War Following World War II, there was a bloody 7 ? year struggle between Communist Vietnamese and the French for control of the land. A peace conference was finally held in Geneva, Switzerland on July 1954 which determined that French rule would be ended in Vietnam and that the country would be split at the 17th parallel of latitude into North Vietnam, with a Communist government, and South Vietnam, with a republican government. Not long after, the United States military advisers took the job of training the South Vietnamese army. At the same time, Ho Chi Minh, president of North Vietnam, pledged to "liberate" South Vietnam. Elections were planned to be held during 1956 to resolve the division of Vietnam, but the U.S. supported Ngo Dihn Diem's refusal to hold the elections, believing that Ho Chi Minh would win. South Vietnam South Vietnamese Government Loses Support Ngo Dinh Dem was elected in 1955, and was very popular at first, but public support, as well as that of military officers and cabinet ministers, gradually disappeared. This was mainly because Diem's brother and adviser, Ngo Dinh Nhu, was able to give orders to officers and military units. Madame Ngo Dinh Nhu, Diem's sister-in-law, also promoted a lot of dislike from Vietnamese. South Vietnamese Rebellion On May 1963, President Diem, a Roman Catholic, prohibited the flying of the Buddhist flag. Thousands of Buddhists were arrested, and some were tortured or killed. Some Buddhists publicly burned themselves to death in protest. On November 1, three weeks before President Kennedy was killed in Dallas (on November 22), Diem and Nhu were assassinated. A government was hastily put together, and remained unstable. Vietcong Communist guerrillas, known as the Vietcong, came across the border through Laos in large numbers, helping native Communist terrorists in the south. One main objective of these rebels who were directly controlled by the Vietminh, North Vietnam's government, was to disrupt all types of South Vietnamese order. Many local administrators were also assassinated accomplishing this goal. Guerrilla bands also raided industries, farms, military installations, and villages. Frequently they attacked at night, withdrawing afterward in the thick forest. Seldom were the South Vietnamese forces able to fight them in the open. Because of this battles were rarely fought along a single front.. U.S. Involvement Beginning U.S. Involvement and Escalation In October 1961, President John F. Kennedy sent Gen. Maxwell D. Taylor to South Vietnam, to evaluate the country's economic and military condition. General Taylor said that "infiltration of the Vietcong from the north was increasing," that "South Vietnam's economy had suffered drastically," and that "better and more equipment was needed." Believing that there would be a domino effect President Kennedy expanded economic and military aid. American aid increased from 1961 to 1963, and over 16,000 military advisers were sent to South Vietnam, and 400 million dollars provided for military purposes. The Vietcong was temporary halted. About this time Robert Macnamarah was escalating the involvement of the U.S. in Vietnam and later the war will begin to be called Macnamarah's War. William Wessmoreland a commander of MAC V (Military Assistance Command Vietnam) was assuring political figures that in order to win he needed more troops. United States Warships Attacked On Aug. 2, 1964, North Vietnamese patrol boats off the coast of North Vietnam attacked the USS Maddox, a destroyer cruising in the Gulf of Tonkin. Two days later the Maddox and another destroyer were attacked. The United States was drawn further into the conflict when President Lyndon B. Johnson ordered retaliatory air attacks and the congress authorized U.S. military operations with the Tonkin Gulf Resolution. Reaction to Terrorist Activities Terrorist attacks upon American bases in South Vietnam became frequent. These were made to discourage the United States into complete withdrawal from Vietnam. However, the number of air raids by American aircraft against North Vietnam increased. The attacks on Pleiku triggered the massive bombing campaign on North Vietnam called "Operation Rolling Thunder". Bombings were aimed mainly at highways and bridges. In Laos, bombers also struck the Ho Chi Minh Trail, an important Vietcong supply line.

Corporate Takeover Essay Example

Corporate Takeover Essay Example Corporate Takeover Essay Corporate Takeover Essay Aurielle Cummings Business Policy November 10, 2010 Anatomy of a Corporate Takeover What did you think of this video? I think this video is a very informative series addressing ethical situations and dilemmas. As a business major it is very important to understand the challenging issues you will be faced with as you embark on the career path into corporate America. The video examines ethical conflicts and gives students a background the tradition of ethics. When there is always so much being said and written about the decline of ethical behavior in our country, a series like this was a appropriate effort to alleviate confusion over what we have a right to do and what is the right thing to do. What questions are being addressed? Some of the questions being addressed are whose best economic interests are most important? Does the government have a role to play in this game of high finance? Also, with large amounts of money changing hands, what ethical concerns surround this issue? While consumers and producers in the world make most decisions that mold the economy, government activities have a powerful effect on the U. S economy. The federal government controls the general pace of monetary activity, attempting to preserve steady growth, high levels of employment, and price stability. By changing spending and tax rates or running the money supply and maintaining the use of credit, it can slow down or speed up the economys rate of growth. As a result, it affects the level of prices and employment. With the rising focus on globalization of the financial system, ethical issues are often submerged by the objective of increasing success. Ethics covers an extensive area in terms of business. Moral principles that one follows should please the customer, the employee, and the employer. There are values that should be satisfied within the organization as well. I believe most ethical issues begin the management stage of the organization. In today’s environment, managers can have a great deal of effect on an employee’s ability to move up in a company. As a worker of a company, management teams also have managers to get reports. It is important for managers to not only have lack of prejudice for their employees, but to achieve somewhat in business, they require to be competent to handle be capable to supervise all of their work associations. In the midst of making money in a business any organization should have an effective leader. Why is this video important now after 30 years? In business all ethics are determined and displayed by the leadership. The leaders of an organization or company must be determined to follow, a personal and business code of ethics. As a whole I believe we learn from examples, not by from what people tell us to do. The importance of ethics in business is that it sets the tone for a business’s success or failure. Ethical conduct is a very private matter, which requires that a person be honest and truthful in all business dealings. Since ethical behavior is so personal, it is unlikely to be given any acknowledgment. While there are many awards for corporate social responsibility, awards that recognize ethical behavior are rare. A well-communicated dedication to ethics sends a influential message that moral behavior is measured to be business essential. Companies, led by top management, are increasingly adopting ethical codes of conduct. As ethical performance comes to the forefront, more and more companies will be taking steps to make certain that the ethics of their corporation and its employees are unquestionable. What are your views on stakeholder vs shareholder rights? Explain. A stakeholder is a person who has or shares an interest in a business project. There are primary, key, and secondary stakeholders who can be positively or negatively impacted by, or cause an impact on the dealings of a company, government or organization. The goal of a stakeholder and the project team is to assure successful outcomes for the project. Stakeholder analysis needs to be performed at the start of new projects, and it is important to identify all stakeholders. A shareholder on the other hand is any person, company, or institution that owns at least one share in a company. Stakeholders and shareholders have different value perspectives as discussed in the video. The shareholder value perspective emphasizes profitability over responsibility. Also, shareholder value believes success can be measured by things such as share price, dividends, and economic profit. Social responsibility is also not a matter, and claims that society is best served by organizations pursuing self-interest and economic competence. The stakeholder value perspective emphasizes the exact opposite which is responsibility over profitability. Stakeholder values suggest that an organizations success should be measure by the satisfaction among all stakeholders. With stakeholder rights social responsibility is an organizational matter and claims that society is best served by pursuing joint interests and economic symbiosis. I agree with the stakeholder values because this economy shouldn’t be based on just one person’s view over things. Social responsibility is a huge part of our economy as whole, and if responsibility was taken for some of the actions taken in previous years, a lot of the same mistakes wouldn’t have been made twice. In business practices we have a ethical responsibility to act in good faith, and in most cases where a large amount of money is changing hands there are large ethical concerns as stated in the video. I believe all money isn’t good money, and to be a successful business you do want to be profitable, but not by gaining it in an unethical sense, or by ignoring the responsibilities you are given as an owner.

Measurement and Decision Making Essay Example | Topics and Well Written Essays - 500 words

Measurement and Decision Making - Essay Example From this discussion it is clear that  value chain involves a detailed level of analysis on the means to satisfy the customers. It includes detailed knowledge of a firms strategy geared towards adding value to the product and service to the customer. In adding value to the product, the firm achieves higher levels of profitability. Harley-Davidson has established a Rider’s Edge program in which anyone who could pass the Motorcycle Safety Foundations (MSF) written test and driving test would be eligible for instruction on how to ride a Harley. The local dealers provide these instructions, which perfectly fit in the value chain.  This study stresses that  execution cost drivers include factor that a firm can manage in the short-term to reduce costs. There are various short-term cost drivers available to this firm. First, the company can endeavor to empower the current employees through trainings. The company needs to equip each of the employees on handling clients in a sati sfactory manner. For instance, responding to their online queries and orders in a timely manner. Additionally, offering quality services that will make the customers come back for more business. Secondly, the firm needs to redesign the production processes to speed up the flow of product to reduce costs. Thirdly, improve its suppliers relationships by providing them with low-cost products through agreements with them. In reducing costs, the firm will agree with the suppliers to move more products, increasing on sales.

The perspective of European Union in the future Essay

The perspective of European Union in the future - Essay Example In the year 2002, it was recommended that an additional 20 countries should join by the year 2004. This recommendation was made under the assumption that the Eastern Europe will take the European Union to new levels. The logic behind this is the fact that it will give access to new and larger markets, which will provide a means for the EU to cope in the present global economy. The question on many people’s minds is what the EU should be like in the future. Europe itself will have undergone a series of multi-dimensional changes in the future, with regard to social environment, economic strength, political priorities in addition to geopolitics. This essay will discuss the future of the EU and how it will influence solidarity, democracy, and liberty in the years to come. The term liberty is taken to carry two meanings according to the European act. The refers to the facilitating of the free flow of goods, the removal of barriers, flow of income and the flow of people, who are par t of the member countries (Smith, 2005). Analysts put forth the fact that there are very low chances of the international market turning into the prime focus of economic interests and engagement in the near future, since the EC has earned a longer life cycle. For instance, the anticipated gains in welfare among a number of the ECU 216 billion have been estimated to add up to 5.3 percent of the total GDP (Vendal, 2010). There is anticipation that virtually a cycle of benefits will be reaped, particularly in the long run. This is with regard to industrial reorganization, improved innovation, and economies of scale (Smith, 2005). Regardless of a bright future, there are chances that the community may run into internal speed bumps. The reason for this is the fact that it is presently made up of the a lesser grouping when it comes to the functionality of its members. An example may be inclusive of the fact that there is doubt as to whether there will be enough finances from the southern economies, which are regarded to be weak to enable them to participate in the EMU. It appears that a looser method of interaction is advised for the future community, especially for the enlargement of the community (Sampedro, 2004). Another aspect that is required for liberty to grow is openness accompanied with sudsier. Citizens ought to be informed of the remedies at their disposal of their rights are not taken into consideration. These remedies constitute ombudsmen, courts, and committees through which they can use to make petitions. A future Union should be a part of the people and the people should be a part of it. This means that the process of decision making should be open and the decisions should be made as often as possible to citizens (Natew, 2010). The citizens of all the members’ state expect a European Union whose administrations is candid, and regard accountability (Jacobi, 2001). There is no definite picture as what the enlarged EU it likely to be like, this i s however is not to suggest that the power of the convention should be underestimated. A significant share of the duties that are performed by the Union are legalistic and technical. Presently, efforts are directed towards increasing coherence, simplification and enhancement of transparency in the political and institutions bodies of the EU. There is a streamlining process that focuses on the rules of decision making and availing a number of alternatives when it comes to the creation of laws. (Jackson, 2007) Analysis however highlights the fact that simplification may be a political matter. For instance if a large share of

Political commentator Essay Example for Free

Political commentator Essay Inspector Goole is an ingenious character; manipulated by Priestley to display many functions within the play, as he is used as a political commentator, universal inquisitor and truth seeker. -Many people view Inspector Goole as a representative for political and moral value, but overall, he is just a mere dramatic device, used for the purpose of delivering Priestleys opinion across to the audience, in the context of a domestic backdrop. The audience becomes first aquatinted with the character of Inspector Goole, when he enters the play at the beginning of Act One. -During this arrival, the Inspector interrupts Mr. Birling in midst of his pro-capitalist speech, thus disrupting the pretentious calm of middle-class luxury displayed before. -Mr. Birling, who represents the Capitalist opinion in full, speaks extremely arrogantly, as he believes that all knowledge and experience is held within his grasp:  Ive learnt in a good hard school of experience that a man has to mind his own business and look after himself and his own and (Mr Birling, act one). -Through this, Mr Birling shows that he is a Capitalist, and is one who feels that he has to take many risks to keep hold of his aesthetic power in status and money. He uses the speech to reveal all of his secrets and predictions around living life to the full, and in mid-flight of this, is rudely interrupted by the doorbell ringing. This doorbell acts as a dramatic device and medium for Inspector Gooles entrance. Its shrewd disturbance, possibly acting as a symbol for his disagreement in ethics, but also, the lack of respect for Mr Birlings Capitalist beliefs. Mr Birling is immediately phased by this impertinence, as just the Inspectors presence stops him from carrying on. The audience knows at this point that Birling isnt the great power figure that he made himself out to be and in fact, someone far greater has taken his dominating role for good. The Inspector is now number one. At first, the other characters are completely unaware of the Inspectors purpose within the play, as though they dont realise there is something to hide from. However, this arrogance and disregard for others is soon transformed, as they become conscious of the brutal truth of what they have done. Sheila and Eric become vividly changed, whereas the somewhat stubborn Mr and Mrs Birling remain seemingly callous within their original Capitalist views: but even with their supposed unchanged opinions, the effect of Inspector Goole steel haunts them, as all the characters will never be the same. The overall impression that surrounds Inspector Goole throughout the whole play is that of mystery and superior presence. This notion is partly created by the Inspectors manner but also his name, Goole, which is obviously an inference to mythical creatures of the medieval times, by the name of Ghouls. This similarity could just be a mere coincidence, but I think it is a metaphor, used to describe the Inspectors mystical character in short. Ghouls by legend are mysterious, magical creatures that are associated with death; and through this comparison, (plus the Inspectors style of just appearing with immediate authority), the same can be said about him. Priestley ultimately wanted to create a presence of massiveness, solidity and purposefulness (directional notes, Act one) and through the Inspectors deliberate name, manner and timing, he has created just that.  Paragraph 4 The Inspectors function as a Protagonist 1st Re-Draft  The most influential role of the Inspector and perhaps the most crucial in setting up his political authority within the play, is his imminent function as a Protagonist. In this role, Priestley has allowed the Inspectors character to immediately hold power and influence over the plot, thus giving him enough status to later deliver a political opinion to the audience. The first indication of the great power Inspector Goole has within the play, is only given upon his entrance into the plot, as it is then and only then, that the main proceedings are allowed to unfold. The audience is instantly left in suspense as they await the Inspectors motive for coming to the Birling household on such a joyous occasion. Although he immediately reveals his intentions: Id like some information, if you dont mind(The Inspector, Act one), they know he wants more. This mere information is all too trivial for Priestley to make such an atmosphere around the Inspector and thus, it is not viewed upon as just a light-hearted inquiry, but far more. The audience realises that the Inspector has immense power even enough to disrupt people of higher class; therefore they know he is here to reveal something life changing something important, and they wont stop watching until they find out exactly what. Throughout the play, Inspector Goole is the dominating character, as he leads the proceedings through immense interrogation. Every action he takes part in changes the reactions of the other characters, as he continually delivers Priestleys socialist opinion across to the audience. Before the Inspector enters though, Mr. Birling fulfils this role, as he roams through the dominion of a middle-class celebration, in flare of his true Capitalist mind. However, Birlings power is only temperamental, as it is immediately transferred to the Inspector as soon as he arrives into the plot. This switching of power and purpose between Inspector Goole and Mr Birling upsets the overall equilibrium of the play. The contrast of reign is thus shown vividly, as the pretentious calm of Capitalist wealth is rapidly morphed into the blunt truth of socialism. Priestley emphasises this change in mood specifically in his directional notes at the beginning of Act One:  The Lighting should be pink and intimate until the Inspector arrives, and then it should be brighter and harder (Directional notes). This change in light signifies the transferral of power between characters, but also the transformation of the plots tone. It shows that during Inspector Gooles entrance, the barrier of higher-class wealth does not matter, as he holds the power where no one can hide. Light in religious terms is a symbol for truth, and I think that this brighter light in the directional notes is a sign of the honesty in Inspector Goole, as Priestley shows the Inspectors beliefs to be pure and genuine.  Later on in the plot, after the Inspector has left, the other characters are close to restoring the equilibrium to how it previously was. They try to gain power back and delude themselves into thinking that the Inspectors existence was merely a hoax: There isnt any such Inspector. Weve been had. (Gerald, Act three).  The characters are purely interested in just their own statuses and therefore, try to make up excuses of why Inspector Gooles testament is not valid, so that in the end they can go about their lives, un-affected. However, the Inspectors power was so great and commanding, that Sheila and Eric are transformed and therefore, can not let the Inspectors morals go on forgotten. In the end, they stand up for what they believe, and in agreement with the Inspector they allow his reign to have justice until the very end the equilibrium of which, does not return.

Dystocia in Sheep: Causes and Treatment

Dystocia in Sheep: Causes and Treatment Introduction: Dystocia in sheep means that they have difficulty giving birth. Dystocia is extremely common in sheep and causes the death of many lambs and ewes. A study conducted in New Zealand showed that dystocia accounted for 50% of deaths among new-born lambs. When lambing takes more than one hour after rupture of the foetal membranes it is classed as dystocia (D. Lunau, 2011). Obesity and lack of exercise during late pregnancy increase the chances of dystocia in sheep. Noticing and interfering with dystocia early will result in a satisfactory outcome for both ewe and the lamb. Yearling mothers are much more susceptible to problems than animals that have previously given birth. It was reported that more than 60% of dystocia was diagnosed in yearlings (Z. B. Ismail, 2016). Causes of Dystocia: There are many causes of dystocia. Dystocia in sheep can be caused by either maternal or foetal factors. The main causes include foetal postural abnormalities, incomplete dilation of the cervix and cervicovaginal prolapse. The foetal postural abnormalities include head deviation, forelimb flexion, breech presentation and dog sitting position. The main maternal cause was the failure of full cervical dilation (causes 30% of dystocia cases in sheep). Oversized foetus (large head, wide shoulders or just a large foetus in general) and narrow pelvis are huge factors related to dystocia. Common mistakes when dealing with dystocia include allowing the ewe to be in labour too long before intervening, trying to deliver a lamb that is in an abnormal position and applying too much force. If a ewe is in labour (i.e. Stage 2) for thirty-forty minutes with no progress, then intervention is advised. If they are in labour too long it can lead to a haemorrhage, shock, infection and a dead lamb. The bi rth canal of a sheep is very small. So it should be ensured that the lamb is positioned properly before it enters the birth canal, as it is very difficult to manipulate the position in the birth canal. Correcting the position of the lamb must be done so before trying to remove the lamb. The correct position of a lamb is the head and front legs coming first through the birth canal, right-side up. It should never be attempted to remove a lamb that is in an abnormal position. Many ewes die because of prolonged manipulation of lambs in the birth canal. It is emphasized by all veterinary professionals that extensive attempts at manual delivery of the foetus are associated with poorer outcomes in relation to the survival of both the ewe and the new-born. Excessive force can result in shock, haemorrhage, infection, fertility problems, and a prolapse of the vagina and uterus is also possible. The force used when assisting with the lambing process should be minimal. The cervix should never b e forced open! It will dilate as much as it can naturally. Causing extra unnecessary pain should be avoided. Basically, simple assistance should be provided if the assistance doesnt help make progress then a caesarean section must be performed. A delayed delivery can result in a dead lamb and an injured ewe (A.H.M. Ali, 2011). Dystocia shouldnt cause problems in the future however if the above mistakes are made then serious problems may be encountered. Caesarean Section: A caesarean section is performed on 1 in 5 ewes (L. Wilson, 2007). Early intervention for performing a caesarean section results in the delivery of live lambs and much healthier ewes. The most common complication after performing a caesarean is a retained placenta, which is more likely to occur in ewes that received prolonged assistance. Vaginal or uterine tears are common when surgical intervention was delayed. Surgery is done on the right side of the ewe. The reason behind this is that the uterus is easily accessible on the right side, it is right under the skin. If it was done on the left side, then the intestines and many other organs must be removed to get to the uterus. The ewe should be placed on some straw bedding in right lateral recumbency. The legs and head are tied to stop the ewe from moving. Sedation may or may not be administered to the ewe, to help with positioning of ewe for surgery. However, sedation is not advised if it is expected to deliver a live lamb because of possible severe cardiopulmonary and nervous depression. Most of the left side is clipped, the skin is scrubbed with some warm water and an iodine is applied, to ensure the area is as clean as possible. The line of incision is numbed with local anaesthetic (e.g. 1% lidocaine). The incision should be made vertically down the left paralumbar fossa or low flank and at 20cm in length. When making the incision, care s hould be taken to ensure the rumen wall isnt cut into. This is easily done as the muscle layers are very thin. The uterus is pulled externally, to prevent the spillage of foetal fluid into the abdominal cavity, and an incision is made along the greater curvature. It should start between the hooves of the foetus, to avoid cutting the foetus. A sterile scissors should be used to cut the uterus along the leg, starting from the incision made at the hooves. The amniotic fluid pours out of the uterus and the lamb is pulled out. The lamb is then passed on to an assistant. The assistant must swing the lamb upside down to clear the fluid from its nose. The lamb should be rubbed dry with a towel and their breathing should be stimulated. The uterus is then sutured using a double layer of suture pattern with a non-synthetic absorbable suture material. The abdominal cavity is washed out with sterile saline in case some amniotic fluid dripped in. The peritoneum and muscle layers are the closed us ing absorbable suture material in a simple continuous pattern. The skin is closed using non-absorbable sutures in a simple uninterrupted pattern and cleaned. Post-operative antibiotics (e.g. meloxicam or Flunixine meglumine) and nonsteroidal anti-inflammatory drugs are administered once the ewe is cleaned up and these must continue for 5 to 7 days. The skin sutures are removed within 10-14 days. (A. OBrien, 2015, Z.B. Ismail, 2016). Conclusion: It is obvious that timing is important when dealing with a case of dystocia. If a sheep is in labour too long, the outcome is usually a dead lamb and an extremely injured ewe, or possibly even a dead ewe also. Primiparous mothers are commonly diagnosed with dystocia, so extra care should be taken with these ewes when they start lambing. The survival of both the ewe and the lamb is hugely influenced by the time delay between the start of labour and the presentation for a caesarean section. Dystocia is a common problem but extra care should be taken to ensure other problems arent encountered when assisting the animal. Dystocia shouldnt affect the health of the sheep in the future. The main points to remember when dealing with dystocia is: use minimal force, never try to deliver a lamb in an abnormal position and never allow a ewe to be in labour for too long (30-40 minutes in Stage 2) before intervening.

Direct-to-Consumer Advertising Essay

Direct-to-consumer (DTC) advertising of prescription drugs has become common place in today’s society. Every household with a television is aware of DTC advertising as they interrupt their nightly programs. Every national magazine or local newspaper offers advertising on the latest drug remedy for what ails us. This multi-media approach is relatively new for pharmaceutical companies as previously such efforts were directed only at physicians who were the sole decision makers when choosing medications. With the 1997 change in the Food and Drug Administration’s (FDA) guidelines along with patients desires to be more involved in their own care and treatment, drug companies have expanded their promotional efforts to include the consumer. This essay will look at some of the current regulations concerning DTC advertising, pros and cons of these ads, and the ethical issues that arise from DTC advertising. Regulations Direct-to-consumer (DTC) advertising is the â€Å"promotion of prescription drugs through newspaper, magazine, television and internet marketing.† (Direct-to-consumer advertising, 2010) These ads are directed towards the end user, the consumer, and not the prescriber/physician. Prescription drug advertising has been regulated by the U.S. Food and Drug Administration (FDA) since 1962. Their Division of Drug Marketing, Advertising, and Communications (DDMAC) is responsible for ensuring that companies that directly advertise to the public are providing â€Å"information that is truthful, balanced, and accurately described.† (FDA, 2010) Even though the FDA has oversight on DTC advertising, it should not impose unnecessary restrictions on them as they fall under the category of commercial speech protected by the first amendment (Evans & Friede, 2003, p. 387). The Federal Food, Drug and Cosmetic Act requires that anyone who makes, packages, or sells prescription drugs for hum ans must disclose information in their advertisements about the products uses and risks (U.S. Department of HHS, 1999, p. 3). This information disclosure is called the brief summary. Contrary to its name, the brief summary is rather lengthy as it must contain every risk associated with the drug’s approved use. Prior to regulatory changes made in 1997, these disclosures had to be included in every advertisement making television commercials impractical due to the restricted amount of time available. Now there is a distinction between print and broadcast advertising so that only print ads must contain this brief summary. The DDMAC’s 1997 revisions now only require audio and/or visual ads to disclose two things. The drugs major risks in consumer-friendly language, the major statement, and give adequate provision for the consumer to access the full product labeling (U.S. Department of HHS, 1999, p. 5). This can be achieved by providing a toll free number to call, referencing the full advertisement in a print ad, or making sure brochures are easily accessible outside of a physician’s office, like a pharmacy or grocery store. By decreasing the amount of information required in these ads, commercials suddenly became a viable form of marketing. Advertisements seen on television or in magazines are not required to be submitted to the FDA for approval prior to their release; however, companies must submit their ads to the FDA when they first appear in public. The FDA is available to offer their advice to pharmaceutical companies when asked for help (FDA, 2010). Once they see the ad and if they feel that it violates the law, they will send a warning letter requesting that the company stop the ad immediately. These letters are posted on their web site for public inspection. The drawback to this process is that an ad that violates the law may be aired without oversight. If the warning letters do not rectify the situation, â€Å"the FDA can work with the Department of Justice to seek injunctions against companies, or criminally prosecute firms.† (Vogt, 2005, p. 26) The FDA also has the authority to seize drugs that it deems as misbranded and can even reverse approval for the drug. Pros There are numerous arguments on the benefits of direct-to-consumer advertising. Supporters of DTC advertising contend that ads can be educational, provide important health information, and generate sales to further necessary research and development (R&D). One of the most commonly heard reasons is that DTC advertising has assisted consumers in â€Å"identify(ing) disease conditions and engage(ing) in more informed conversations with their health care providers.† (Pfizer, 2011) Supporters uphold that this advertising helps the doctor/patient relationship by being a conversation starter allowing discussions on disorders and options that a patient may not have known how to talk about earlier. Most patients today are educated and desire a greater level of involvement in their healthcare choices. DTC advertising gives the consumer power through knowledge. Important health information can be delivered in DTC advertising. These ads have the ability to reach millions of consumers rela tively easily. Through print and media advertising, pharmaceutical companies can play a useful role in raising awareness of certain conditions and disorders. Raising the public’s awareness can promote consumers to seek medical attention when they otherwise may not have. Seeing these conditions on television or in a magazine can lessen the stigma associated with them. Large pharmaceutical companies use the money made from DTC advertising to fund their R&D. This research and development plays an integral part in ensuring a drugs safety which in turn saves generic companies from needing to repeat R&D on the same drug. This makes generic manufacturers another supporter of DTC ads. By advertising new, name brand drugs, companies are causing a demand for the medication. Once the drug has lost its patent, physicians can begin prescribing the less expensive generic alternative. The generic manufacturer has benefited by default on the large pharma’s campaign. Cons There are an equal number of allegations on the negative effect of direct-to-consumer advertising. Opponents of DTC ads argue that ads can be detrimental to the physician/patient relationship, increase medication costs, and harm public health. Those against DTC ads feel that they have the potential to change the way doctors and patients interact with each other. A patient may see a particular advertisement and be convinced that they have a certain condition or that they need a specific drug. The patient may then present to their doctor feeling that they have diagnosed themselves and request prescriptions even if not needed. The physician may then feel pressured to oblige the patient rather than discussing other, possibly cheaper or drug free, treatment options. This scenario can lead to over-prescribing and over-use of a particular drug based on the effectiveness of the advertisement. Others have argued that advertising is expensive and the pharmaceutical companies have to recoup the ir cost somewhere. This leads to the cost being passed on to the consumer in the form of higher prescription costs. The amount of money spent on DTC ads has increase dramatically from 1997 to 2005 from $1.1 billion to $4.2 billion (GAO, 2006, p. 12). This increase expenditure could create higher healthcare costs across the board. Another cost of DTC advertising could be at the expense of public health. Most consumers lack the specialized knowledge required to evaluate the content of these ads and therefore take them at face value. They may not be fully aware of the harmful side effects or interactions of the drug. DTC ads can be seen as misleading since they are not required to mention other alternatives like diet, exercise or other preventative measures. These alternatives could treat the advertised condition without medication. By not including the alternatives, companies are advocating drug use as a primary response to medical conditions. Ethical Issues Pharmaceutical companies have a substantial obligation to ensure that their direct-to-consumer advertising is ethical. Their products not only have the ability to help consumers but they may also cause potential harm. Advertising of a drug is not like advertising of any other product where you are trying to convince the consumer to buy something they don’t need. Drug advertising needs to educate the consumer while still promoting their product. Persuasion tactics therefore should be ethical. How does one go about knowing if DTC advertising methods are ethical? In the book Persuasion: Theory and Practice, ethical persuasion is defined as â€Å"a communication activity that †¦ permits maximum individual choice† (Anderson, 1978, p. 3). The key is that the consumer must be able to make a voluntary choice without feeling coerced. DTC ads should not rely on deceptive or manipulative tactics. As previously stated, the consumer can be viewed as a vulnerable audience if the y are being spoken to at a level that is beyond their ability to understand (Baker & Martinson, 2001, p. 166). Ethical marketing requires that these audiences not be unfairly targeted because of this vulnerability. DTC advertising ethics is concerned with what drug companies ought or ought not to do. Lying is morally wrong and therefore considered unethical. Using lies or false impressions in a DTC ad distorts the information a consumer receives and can alter the choices they may make (Baker & Martinson, 2001, p. 160). Therefore DTC ads should not create false impressions or omit pertinent information just for the sake of the ad. The point of DTC advertising should not be increased sales but be more of a means to an important social end which should be consumer education. An example of an ethical advertisement would be one that utilizes those messages that demonstrate respect for the consumer to whom they are directed. Respecting the consumer means that their needs are placed before the needs of the advertiser. Currently, the DDMAC does not regulate the ethicalness of pharmaceutical advertising. Their mission statement is, â€Å"To protect the public health by assuring prescription drug information is truthful, balanced and accurately communicated.† (FDA, 2010) â€Å"Ethical ads tell the truth about their product and do not try to distort its capabilities or hide its defects.† (Vaux) Unfortunately an ad can be truthful and still be considered unethical. Ads that play to â€Å"base† human emotions such as fear can be considered unethical as they are just trying to promote emotions that would cause the consumer to seek relief through the advertiser’s product. Conclusion Direct-to-consumer advertising has been integrated into our culture and is likely not going to go away. Just as there are those who lobby against these ads, there are an equal number of proponents who support them. Regulations have been changed to allow the advancement of these ads to their current place in our society. As such, the DDMAC is constantly monitoring DTC ads and will need to be the ones to set ethical boundaries and ensure they’re being adhered to. Consumers must evaluate pharmaceutical ads critically so as not to be persuaded as much as they are educated. Although proponents of DTC advertising argue they provide important consumer information, too frequently the ads can operate dysfunctionally by â€Å"providing misinformation and inducing the consumer to make purchases that are not in either their short or long term interest.† (Baker & Martinson, 2001, p. 151) Ethical DTC ads should serve an educational purpose first and a promotional purpose second. They should offer consumers information on alternatives along with true representations of the risks their medications may have. Unethical ads are those that may try to point out your flaws, i.e. depression, and then tell you they have the answer, i.e. Prozac. These unethical ads will use your emotions to cause you to believe you are in need of a fix when in reality you may not be. I believe there is a place for direct-to-consumer advertising. Consumers are constantly looking for more and more information to help them make better informed decisions. DTC ads, when done appropriately, can be used to provide this information not only about medications but health conditions as well. Decreasing public stigma around certain health issues is another advantage advertising can bring; especially if it opens doors for patients to have difficult discussions with their doctors. That being said, I believe that a balance lies with the FDA needing to take a more proactive role in how they manage DTC ads. I think that all ads should be required to go through a pre-approval process rather than the current release and retract method. It is hard to take back something that has already been seen and that may cause damage to the consumer. References Direct-to-consumer advertising. (2010, June 11). Retrieved March 4, 2012, from Sourcewatch: http://www.sourcewatch.org/index.php?title=Direct-to-consumer_advertising Anderson, K. E. (1978). Persuasion: Theory and practice. Boston: Allyn & Bacon. Baker, S., & Martinson, D. L. (2001). The TARES test: Five principles of ethical persuasion. Journal of Mass Media Ethics, 16(2), 148-175. Evans, G. W., & Friede, A. I. (2003). The Food and Drug Administration’s regulation of prescription drug manufacturer speech: A first admendment analysis. Food and Drug Law Journal, 58(3), 365-437. FDA. (2010, April 4). Drugs. Retrieved March 4, 2012, from FDA: http://www.fda.gov/Drugs/ResourcesForYou/Consumers/PrescriptionDrugAdvertising/ucm071964.htm GAO. (2006). Prescription drugs: Improvements needed in FDA’s oversight of direct-to-consumer advertising. Pfizer. (2011). Ethical Sales and Marketing. Retrieved March 5, 2012, from Pfizer: http://www.pfizer.com/investors/financial_reports/annu al_reports/2010/ethics-sales.jsp U.S. Department of HHS. (1999). Guidance for Industry Consumer-Directed Broadcast Advertisements. Food and Drug Administration. U.S. Department of Health and Human Services. Vaux, R. (n.d.). What is the

President Obama: Analysis of the 2014 State of the Union Address-Job Security and Future Essay

The State of the Union is an annual address the President of the United States delivers to a joint session of the United States Congress, and it’s now broadcasted on live television. It fulfills Article II; Section 3 of the U.S. Constitution—requiring the President to periodically give Congress information on the â€Å"State of the Union† and recommend any measures that he believes is necessary and expedient. The first State of the Union address was delivered by President George Washington on January 8, 1790, in New York City. The most recent address was delivered by President Barrack Obama on January 28, 2014, in the chamber of the United States House of Representatives. Mr. Obama talks about various topics that America currently needs to focus on: improving American health care, enacting immigration reform, a smarter national security approach, moving America on from war, calling for Congress to allow more room for U.S. Diplomats to maneuverer and education imp rovements for American job in tomorrow’s economy. Jobs consequently affect everyone and these people need to be aware of what the president has in store for their current situation and stability. In his speech, Mr. Obama specifically focuses on jobs, job security and job improvements. President Obama begins this aspect of his State of the Union address by calling all business leaders, labor leaders, faith leaders and law enforcement leaders—to repair the failing immigration system. He acknowledges how Democrats and Republicans, respectively, have already initiated the process to repair the immigration system and acknowledges that members of the House have intentions to follow suit of their Senate counterparts. According to Mr. Obama, independent economists have stated that our economy will improve expeditiously and will shrink the U.S. deficit by $1 trillion over the course of the next two decades. Obama says that immigrants play a vital role in the United States’ economy and growth; saying, â€Å"When people come here to fulfill their dreams — to study, invent, contribute to our culture — they make our country a more attractive place for business es to locate and create jobs for everybody.† (Barrack Obama. State of the Union. Washington, D.C. January 28, 2014) President Obama stresses the importance of have a plan in place by the end of 2014. However, Mr. Obama doesn’t just focus on immigrants realizing the â€Å"American Dream.† He has a vision for all Americans to have the necessary skills to  fill jobs. He talks about an inspiring woman, named Andra Rush; who had a vision to be an entrepreneur of her own auto parts manufacturing plant. She made a faithful call to the American Job Center, and received the workers that she needed to establish her company. Today, her company, Detroit Manufacturing Systems, has a workforce of 700 strong. Obama says this is the standard of â€Å"how it should be† for every American. President Obama made public that he called on Vice President Biden to lead America into a new, reformed training system. Vice President Biden is to ensure that every American has the opportunity to receive the necessary skills and training for a successful career. Mr. Obama gives Congress challenge—to concentrate on funding for proven programs. Mr. Obama publically displays his pleasure to Congress for letting unemployment insurance expire for an astounding 1.6 million people. He is convinced that if Americans had these benefits, they will be more readily to see k and gain employment. He tells of a letter a woman wrote to him and pleaded her case for unemployment insurance. She states that she’s never been dependent on government assistance, pays her taxes, and cares for her family and in time— confident that she’ll find a job. Obama demands that Congress to give hardworking Americans, like her, a fighting chance. He says he’s been asking C.E.O.s to give unemployed workers a fair chance for employment at their respective companies. He pleads with all business leaders to join him in the fight to end unemployment. Training children for â€Å"tomorrow’s workforce† is an essential part of the President’s speech. He believes that every child should be guaranteed access to a world-class education. He gives an inspirational story of a young immigrant boy, named Estiven Rodriguez. Estiven didn’t speak any English at the age of 9 when he moved to New York City. Obama praises Estiven because he not only shown perseverance through the language barrier, but he led his classmates on a journey to mail their college applications, having the love and support from parents and neighbors. Mr. Obama says proudly that Estiven is starting college in the fall. He proclaims that his administration, along with various government leaders, have already reformed how accessible student loans are readably available for aspiring college students. Obama states that all states should have a high standard in sending their children to college to pursue a successful career. He believes it is essenti al for schools to provide a more challenging curriculum to their students and  demands for parents to be more supportive for teachers—to help teachers find the most effective way to challenge their students to use their innermost thinking and problem solving. Obama stresses the importance it is to begin challenging children in the very beginning; by establishing high-quality pre-K guidelines. President Obama vows for the children to get quality pre-K then need. He reiterates his pledge that he guarantees high-speed internet access to 99% of the nation’s schools. He states proudly that over 15,000 schools and 20 million students will have that access over the next two years, without raising the national deficit. President Obama vows to help Americans, whom seem trapped by their delinquent student loan payments, to lower the monthly payment to 10% of their income. Mr. Obama makes a pledge to help American minorities and women obtain and maintain employment. He stresses how vital these Americans play a key role in the economy. Mr. Obama admits that it’s embarrassing that women only make 77 cents for every dollar a man makes. He believes that both groups of people should have a fair shot to live the â€Å"American Dream† and not be discriminated against and calls for the rest of their counterparts to be unbiased. The president makes a proclamation that everyone should agree, despite their success, that no one should be subjected to raise a family in poverty. The pleas with employers to raise their wages—so families can strive and succeed. He then shifts his focus and calls for every mayor, governor and state legislator to no wait for Congress to initiate a move to raise the federal minimum wage. He praises corporations, as in Costco, who pay the employees high wages, and in turn see higher productivity and lower turnover ratio. Obama then claims that if an American is a federal contractor, they should not live in poverty, and vowed to hold an executive order to raise their wage to at least $10.10 per hour. President Obama proclaims he has a vision—for every American to strengthen their credit, reward their hard work and for them to have a strong, stable pension plan. This moves President Obama into the conclusion of his promises to Americans for tomorrow’s economy and workforce. He promises to help Americans save for retirement. He admits that most workers don’t have a pension plan and says that Social Security does little to relieve the stress for the elderly. He calls on the Treasury to create a new, innovative way to start their independent retirement savings—MyRA—which is a new savings bond that encourages people to build a  foundation, with no risk of losing what’s put in. He again calls on Congress to help him give fair tax breaks to everyone and to offer every American access to an automatic IRA. He concludes this portion of his speech by again making a vow that he wants to avoid another housing crisis and keep the dream alive for future Americans. President Barrack Obama has a broad, well-placed plan in effect. He stresses the importance of how vital each and every American plays a key role in the development of tomorrow’s economy. He wants to start from the beginning and train every American at an early age so th an America can thrive among world powers. He wants to do everything in his power to ensure that every American, regardless of race or sex, to have a fair shot at a successful future. Most importantly, he wants to ensure that every American should have the opportunity to earn a fair income during their working days and building for their future—American’s future.

Dont Name Your Character Mary Sue

Dont Name Your Character Mary Sue Don’t Name Your Character Mary Sue Don’t Name Your Character Mary Sue By Mark Nichol Are your lead characters a menagerie of Mary Sues? A Mary Sue is a walking clichà ©, unrealistically flawless and therefore flat and boring a hero in your story, but a villain in your efforts to create well-rounded characters. The label for this trope is from a character in a fan-fiction Star Trek parody featuring a winsome but tiresome teenage hero by that name. The story poked fun at the adolescent (or adolescent-minded) authors of fan fiction who create characters often idealized self-representations notably lacking in personality flaws and seemingly incapable of making mistakes. The result, invariably, is a dull Dudley (or Dolly) Do-Right. But wait, you protest some of the most memorable characters in storytelling traditions have been Mary Sues! What about all the heroes of folk tales and fairytales? What about the central figures in Horatio Alger Hiss rags-to-riches stories and the Hardy Boys and Nancy Drew mysteries? What about icons of the small and big screens like Captain Kirk and Luke Skywalker? There’s no law against coaxing a Mary Sue to life in any creative medium. But recognize that the presence of a gosh-and-golly go-getter is an element that marks the framing narrative as pulp fiction. If you want to produce pulp, have at it; the demand for it is insatiable. But if you wish to be taken seriously as a writer, understand that realistic characters those with hopes and dreams and desires, yes, but also with doubts and faults and weaknesses are full of depth and dimension. Characters who always know what to do and what to say, who always do the right thing, are less appealing, because we are less likely to see our own imperfect selves reflected in them. A faultless character is, like a story free of conflict, a flimsy basis for a good story. Tales appeal to us because we empathize with people who fail but then get up, dust themselves off, and try again, because that’s what we do every day, and that’s what builds our character. If your name is Mary Sue, you never fall and you (and the story that surrounds you) can therefore never truly be admired. Want to improve your English in five minutes a day? Get a subscription and start receiving our writing tips and exercises daily! Keep learning! Browse the Fiction Writing category, check our popular posts, or choose a related post below:Comparative Forms of AdjectivesBody Parts as Tools of Measurement10 Tips About How to Write a Caption

Patron and Patronize

Patron and Patronize Patron and Patronize Patron and Patronize By Maeve Maddox Someone in my Facebook feed posted this about an aging celebrity who has recently published a book: â€Å"Don’t buy her books and don’t patron her movies.† I’d never seen patron used as a verb. Patronize is the verb commonly used to mean: â€Å"to frequent or support as a customer.† For example: I have patronized The Brown Derby since its inception and have always found the food to be second-to-none. A Web search turned up many examples of the unconventional use of patron in this sense. Here are two examples: The owner is very racist and I REFUSE to patron this place.   My wife and  I refuse to patron movie  theaters on Thanksgiving or Christmas.   Not surprisingly, the most common source of this nonstandard use of patron is social media. What did surprise me is that I found patron used as a verb in some British news sources. It was, however, used in the context of a well-known person agreeing to act as spokesman for a nonprofit enterprise: Lambeth Palace told The Times: â€Å"Since taking office in March this year, the Archbishop has received many kind invitations to patron a large variety of charities and good causes. –The Telegraph. Celebrity Piers Morgan to patron cat rescue centre –Bristol Post The prince has also agreed to patron Daresbury’s sister site at Harwell, Oxfordshire. –Runcorn and Widnes Weekly News. The noun patron derives from pater, the Latin word for father. In Latin society, a patron was a protector, someone who looked after the well-being of a former slave or other dependent. The feminine form was patrona. (A matrona was simply â€Å"a married woman.†) The earliest documentation in the OED of the verb patronize to mean, â€Å"to act as a patron towards† is dated 1593. The use of patron with this meaning has three 17th century citations, and one by Dickens in the 19th. (The use by Dickens is probably meant to be humorous: â€Å"Why am I to be Patroned and Patronessed as if the Patrons and Patronesses treated me?†) The first modern citation for patron used as a verb to mean â€Å"act as patron† is dated 1954, and this use is still rare even in Britain. In my unscientific browsing of British newspapers, I found that constructions like â€Å"agreed to serve as patron† outnumber constructions like â€Å"agreed to patron.† In addition to its meanings of â€Å"protection and support,† patronize has acquired a negative connotation. Human nature being what it is, the beneficial act of patronizing a good cause is often accompanied by an overt attitude that the donor is superior to the recipient. As a result, â€Å"to patronize† has become a synonym for â€Å"to condescend.† condescend (verb): to assume an air of superiority (as to one inferior or less fortunate) Here are some examples of patronize in this sense: How do you feel when people patronize your religion? Candidate In Iowa Makes Patronizing Offensive Comments About Women Voters Dont patronize me, she  said  heatedly. Im not one of your witless lady friends. Patron as a verb meaning, â€Å"serve as a spokesperson for a worthy cause† may catch on. Such use would serve to distinguish the act of serving as a spokesman from the less altruistic meanings of patronize. On the other hand, patronize is just one of many English words that have different meanings according to context. It’s the sort of thing one is expected to learn in English class. Want to improve your English in five minutes a day? Get a subscription and start receiving our writing tips and exercises daily! Keep learning! Browse the Vocabulary category, check our popular posts, or choose a related post below:The Royal Order of Adjectives 30 Baseball Idioms30 Nautical Expressions

Educational Finance (Budget Calendar) Assignment

Educational Finance (Budget Calendar) - Assignment Example There are steps to be followed in the budgeting process. The first step is usually a review of the program and management achievements and the fiscal performance of the year that is about to end. The objectives are therefore reviewed, the committee will compare the budget to the actual figures, and takes into account the number of people served during each program. The solution obtained after dividing true cost of the program by the number of people served will help analyze the cost per unit of service. Hence, ne goals and objectives should be discussed and an consensus is reached. All the individuals and groups affected by the budget should be involved in the whole process. Consultations are fundamental in the budgeting process. This would minimize unnecessary conflicts during or even after preparation of the budget. In addition, it would also help spearhead the implementation process. A school budget for instance should be inclusive of the parents and teachers as it will have an im pact on them either directly or indirectly. Parents have a responsibility of paying school fees for their sons and daughters hence have exclusive rights for information on how school funds are used. At the district level, it is the responsibility of the civilians to interrogate how fund are utilized in the development of infra-structural projects such as road construction, railway lines, hospitals, electrification projects among other social amenities. Because they pay taxes, it is their right to scrutinize how district budgeting committees prioritize their fiscal year spending spree through budgets. Budgets are important tools towards realization of goals and ambitions of any organization. Without budgets, it would be difficult to anticipate what stands good or bad on the way of the organization. The School Budget Many stakeholders are usually involved in the budging process of schools. For instance, the representatives of school administration, the board of Governors, parents as w ell as budgeting experts must be involved either directly or indirectly in the budgeting process. These representatives make up the budget committee. The staff and the Board must all participate in the budgeting process at all phases. The district Budget The budgeting process in the district primarily comprises three phases. First, is the budget formulation. Here the budget is clearly drawn with all-important priorities taken into consideration. The budgeting committee shall have employed thorough consultation among themselves and with the stakeholders and financial experts. The second procedure would be the budget presentation and the congregational process (Van, 2011). This process would ensure that contentious issues are harmonized and attain amicable solution is attained. Members and other groups affected by the budget are allowed to express their reservations about the estimates. Some projects, which were under-estimated in financing, would therefore get much more funding than previously. In addition, those one, which had earlier enjoyed unnecessary huge allocations, would therefore have their finances cut down. Moreover, the white elephant projects would also be scrapped out at this particular stage. Many financial analysts argue that lack of financial expertise in most budgeting activities have seen many district waste funds in projects that are never viable at all or even those that they waste a lot of money in never to finish. However, it is important to

Critically discuss the importance of sponsorship in the event industry Essay

Critically discuss the importance of sponsorship in the event industry - Essay Example The benefit that the event experiences is funding that might not otherwise be available if this marketing opportunity was not possible. Sponsorship provides a mutually beneficial relationship between the sponsor and the organization of the event, a conduit for communication that then occurs between the event and the market that exploits that relationship. The benefits of this relationship are defined by the elevation of the image of the sponsor through association and the event through monetary resources from which to fund the event. The following essay will explore the relationship of the sponsor and the event, their unique blend of product and cause creating an opportunity for associations that connect through an emotional context to consumers. The essay will first explore the meaning of sponsorship, transitioning to the benefits to the sponsors and then to the event organization. Although a mutually beneficial relationship, there are issues that can arise that will cause problems for either the sponsor or the event. These issues will be examined for their effect on the sponsorship relationship. The conclusion of the paper reveals that sponsorship is a powerful resource in enhancing a brand, creating positive emotional context through transference of social equity from an active entity to a supporting entity. 2. Defining Sponsorship According to Damster and Tassiopoulos (2006, p. ... According to Bowdin (2006, p. 228), â€Å"sponsorship is said to be one of the most powerful mediums now used to communicate and form relationships with stakeholders and markets†. The relationships that are formed during the act of sponsorship connects the sponsor to the event, allowing the market to relate one to the other, in spite of direct relevance to the connectivity between the sponsoring entity and the purpose of the event. As an example, a soft drink may have no direct relationship to a sport, but still may become associated with the emotional connections that a consumer makes to that sport as it is then transferred to the soft drink. As suggested, not only events can be sponsored, but individuals through either their participation in an event or through their participation in their sport or craft can be sponsored by outside entities. A specific example of intra-sport types of sponsorship can be seen through the sponsor of a celebrity sports personality through the eq uipment that he or she uses. According to Pringle (2004, p. 126), â€Å"customers perceive outstanding performance to be inextricably connected with a piece of sporting equipment and can assume with a high level of confidence that if they too were to play using that particular guitar, piano, racket, bat, club, or pair of boots, then their own personal performance would certainly be no worse†. In associating a piece of equipment that is related to the expertise of a celebrity, a brand can benefit from the perceived superiority of its product. Therefore, when defining sponsorship on a larger scale in terms of event sponsorship, it must be understood that this is undertaken by a company in order to