Twitch Muscle Fibers Essay Example

Twitch Muscle Fibers Paper muscle contraction Introduction For a skeletal muscle fiber to contract, a stimulus must be applied to it. The stimulus is delivered by a nerve cell, or neuron. A neuron has a threadlike process called and axon that my run 91 cm or more to a muscle. A bundle of such fibers from man different neurons composes a nerve. A neuron that stimulates muscle tissue is called a motor neuron. The motor neuron branches into terminal structures called telodendria that come into close approximation with a portion of the sarcolemma o a muscle fiber (muscle cell). The site where the neuron and muscle fiber meet is called a neuromuscular junction. At this junction the muscle fiber membrane is specialized to form a motor end plate. The sensitivity of a muscle fiber to electrical stimulation through the skin surface is largely a function of the proximity of a neuromuscular junction, the thickness of the skin, and variations in skin conductivity. An electrical stimulus that causes a muscle twitch at one spot may have no effect on muscle fibers that are only a centimeter away. Specific spots on the skin where minimal electrical stimuli cause muscle twitching are called motor points. The purpose of this exercise is to identify specific spots on the skin where these motor points are located. We will write a custom essay sample on Twitch Muscle Fibers specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Twitch Muscle Fibers specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Twitch Muscle Fibers specifically for you FOR ONLY $16.38 $13.9/page Hire Writer If the electrical stimulus is close enough to pain receptors (naked nerve endings) in the skin, one may experience a slight pricking sensation as the stimulus is applied. Since the skin has many of these pain receptors, this sensation is often experienced; however, a muscle twitch may or may not be produced simultaneously with the pricking sensation. Our intent will be to concentrate on the identification of motor points. Muscles are made up of functional units called motor units. Each motor unit consists of a neuron which supplies one or more muscle fibers. When a motor unit is stimulated, its muscular component will contract with all of the orce they (it) can generate, or they (it) are not contracting at all / in a given muscle there are many motor units, these units vary in their level of irritability. Tat is some will respond to a weak stimulus, while others may require a much stronger stimulus. Often the smaller units are less irritable than the larger units, therefore we often have better control when the task requires only slight strength, and we have much poorer control when greater strength is needed. The overall strength of a contraction of a muscle is the summation of the pull of the motor units operating at any one time. There are two types of summation, spatial and temporal. An increase in the strength of the overall muscle contraction due to spatial summation is brought about by increasing the strength of a stimulus which increases the number of motor units that are operating. Remember that the muscle fibers that are contracting are doing so with all of their strength. Temporal summation is brought about by increasing the rate of stimulus so that the same muscle fibers are contracting again before they have had a chance to completely relax. Each individual fiber can contract more powerfully when the stimuli arrive close together in this fashion, then it can contract in a single twitch. This may at first seem to violate the all or nothing principle. The explanation for temporal summation involves the elastic properties of muscles. Tension developed is translated through many structures. It is transmitted from the cross bridges through thick and thin filaments, across Z lines, extracellular connective tissue, muscle and bone. Each of these components has a certain amount of elasticity. Only when all of these elastic structures are taut can increasing contraction by the muscle occur. When a second stimulus occurs very close to the first the elastic structures are not yet slack and the result is the contraction is stronger than any simple muscle twitch. Temporal summation will not be studied at this time. Human muscle can be directly stimulated through the skin using a relatively strong stimulus. When stimulating skeletal muscles in this way, certain sensitive spots can be located that elicit a much greater response. These spots are called motor points. Motor points are usually located directly over the area where the nerve supplying the muscle being stimulated enters the muscles, often the belly of the muscle. IN the first part of this exercise, we will study the motor points of the hand using the isolated square wave stimulator. In the second part of this exercise we will use the Physiogrip system to study the details of a single muscle twitch which can be separated into three phases; the latent period, the period of contracting, and the period of relaxation. Refer to Chapter 10 for details of muscle physiology. We will establish the minimal or threshold stimulus required to cause your flexor pollicis brevis or flexor digitorum muscle to contract, and see the consequences of increasing the stimulus strength which increases the force of contraction due solely to spatial summation. The flexor pollicis brevis is located at the base of the thumb, if flexes and adducts the thumb, and it is innervated by the median and ulnar nerve. The flexor digitorum superficialis is located on the inside of the forearm, and while not a deep muscle, it is beneath the palmaris longus, flexor carpi radialis, pronator teres and the brachioradialis. The flexor digitorum superficialis flexes first the middle and then the proximal phalanges. This muscle is involved only in rapid, forceful flexion of the digits in grasping movements; it is not at all involved with gentle, unresisted flexion. The flexor digitorum superficialis is innervated by the muscular branch of the median nerve. The third part of this exercise will involve further analysis of the simple muscle twitch and the knee jerk reflex using the Flexicomp program. Using a transducer attached to your knee the physiology of the knee jerk reflex (an example of a monosynaptic reflex arc) will be studied. Procedure Introduction: Each experiment (motor points of the hand, Physiogrip, and Flexicomp) will be performed by the same groups of 3 students. One member will be the subject, a second will be the stimulator or apparatus operator, and the third member will be the recorder. Subject Preparation: For each procedure there will be a considerable amount of preparation. Take notes while your instructor discusses each procedure. For determining the motor points of the hand, use the abrasive pad, detergent and paper towels (or Kleenex) to thoroughly clean your hand. The superficial layers of the stratum corneum and excessive skin oils must be removed to obtain proper conductivity. Remove rings which will interfere with identification of motor points. After the skin is completely dried position the subject’s arm in a relaxed manner on the table, with palm up. Electrode gel will be applied to the areas to be tested (hand and forearm) to improve conductivity. The Physiogrip procedure involves attaching a flat electrode (with electrode gel) to the back of the hand while probing for the motor point of the flexor pollicis brevis or flexor digitorum superficialis muscles. The Flexicomp procedure involves attaching a knee jerk transducer to the knee and then properly calibrating it using onscreen directions and the help or your instructor. Stimulators: Your instructor will discuss the stimulators. Take notes. The electrical stimuli to be applied to the skin will be minimal, or threshold, must sufficient to elcit a response. The threshold stimulus is governed by duration and voltage. If the duration is too short, more voltage is required. Before starting each experiment make sure the stimulator voltage is zero. As the voltage is increased in 5-volt increments, a point will be reached when a muscle twitch will occur, or the subject will indicate a sensation of minor pain. If a twitch occurs, you have reached the minimum voltage or threshold for muscle stimulation. Stimulation process: For determining the motor points of the hand, outline your hand in the report section and record the minimum voltage required to elicit a twitch for each spot. Continue to increase the voltage and to probe the hand until 2 or more motor points have been identified or until the stimulation process becomes uncomfortable. For the Physiogrip procedure, locate the motor point for the flexor pollicis brevis or other flexor muscles of the hand muscle. Follow the onscreen directions of the computer to determine muscle twitch information. Your instructor will help you select the proper responses. For the Flexicomp a modified patellar hammer will be used to stimulate the knee. When you tap the patellar ligament a simultaneous signal will be sent to the computer. Your instructor will show you how to print out and evaluate the simple muscle twitch obtained using the Flexicomp equipment. Detailed Setup for the Physiogrip Procedure: . Put a small amount of electrode gel on the flat electrode and strap the electrode to the back of your right or left wrist. The wrist area should be cleaned with alcohol prior to attachment of the electrode. Put a small amount of electrode gel on the front of the wrist. This gel will be spread around with the stimulus electrode as you search for the flexor digitorum superficialis mo tor point. 2. Grasp the pistol grip and apply enough pressure on the trigger to lift the screen plot off the bottom of the screen. 3. Your lab instructor will show you how to analyze and print out your data. Staple your Physiogrip and Flexicomp printouts to the Lab Report #14. Label your data with the following information: a. The stimulus voltage b. The latent period and its duration in seconds c. The contraction period and its duration in seconds d. The relaxation period and its duration in seconds 1. Threshold voltages for motor points in the hand can vary from person to person. What could account for these differences in threshold voltages? The threshold voltages for motor points in the hand can vary from person to person due to the thickness of the skin, dirt on the hand, or oily hands. . Outline your hand in the space below and then for each part of the palm and fingers record the minimum voltage required to elicit a muscle twitch. [pic] A = 230 X 0. 1 = 23 mv (lumbricales) B = 350 X 0. 1 = 35 mv (Flexor Pollicis Brevis) 3. ) When a nerve cell is at rest, there is a relatively greater concentration of sodium ions on the outside of its membrane 4. ) When sodium ions are actively tra nsported outward through a nerve cell membrane, they are exchanged for K+ ions which are transported inward. 5. The difference in electrical charge between the inside and the outside of a resting nerve cell (neuron) is called the resting membrane potential. 6. ) If the resting potential becomes less negative (-70 mV toward 0) in response to stimulation, the process is called depolarizing graded potential. 7. ) Any stimulus weaker than a threshold stimulus is termed a subthreshold stimulus. 8. ) If a series of subthreshold stimuli is quickly applied to the neuron, the cumulative effect may be sufficient to initiate an impulse. This phenomenon is called temporal summation. 9. Following depolarization, potassium ions diffuse outward and cause the cell membrane to become more negative. 10. ) An action potential (or nerve impulse) is a rapid sequence of changes involving the inward movement of Na+ ions followed by the outward movement of K+ ions. 11. ) Following the passage of a nerve im pulse there is a period during which a threshold stimulus will not trigger another impulse. This period is called the refractory period. 12. ) A single nerve cell, just like a single muscle fiber, transmits an action potential according to the all or none principle. 3. ) Nodes of Ranvier (neurofibral nodes) occur between adjacent axon segments of the Schwann cell. 14. The type of nerve conduction in which and impulse jumps from node to node is called saltatory conduction. 15. ) The greater the diameter of a nerve fiber, the faster the impulse travels. 16. ) Explain in detail what physiological events are taking place during the latent period. In your discussion explain the difference between the â€Å"latent period† for the Physiogrip experiment and the â€Å"latent period† for the Flexicomp experiment. In the laboratory, a witch can be produced by direct electrical stimulation of a motor neuron or its muscle fibers. The record of a muscle contraction is called a myogram. Twitches of skeletal muscle fibers last anywhere form 20-200 Msec. This is very long compared to the brief 1-2 msec that a muscle action potential lasts. Note that a brief delay occurs between application of the stimulus and the beginning of contraction. The delay, which lasts about 2 msec, is termed the latent period. During the latent period, the muscle action potential sweeps over the sarcolemma and calcium ions are released from the sarcoplasmic reticulum. If two stimuli are applied, one immediately after the other, the muscle will respond to the first stimulus, but not to the second. When a muscle fiber receives enough stimulation to contract, it temporarily loses its excitability and cannot respond for a time. Physiogrip: It also showed that there was a less latent period because it only interacted with the nerves to the fingers. Flexicomp: The impulse generated below the knee has to travel to the spinal cord and then reaction takes place, making the latent period longer.

Zebra Mussel Destruction essays

Zebra Mussel Destruction essays Zebra Mussels (Dreissena polymorpha): Pallas First Originated in the Balkans, Poland, and former Soviet Union, the Zebra Mussel has, over time, transferred itself through most of Europe towards the United States of America. In 1988, the first Zebra Mussel was found near Lake Erie, and has now traveled to most of the great lakes and down the Mississippi, spreading as far as the Western border of New Jersey and Eastern borders of New York. Zebra Mussels are rapidly dispersing throughout the United States because of the comfortable temperature (they can survive only between the temperatures of 7 and 32 degrees Celsius), the large amount of food (algae, etc.), and easy flowing current, which allows immature Zebra Mussels to cling to smooth surfaces further downstream quickly and easily. Zebra Mussels are a hazard to fresh water life and water plants for a number of reasons. Because Zebra Mussels may reproduce so quickly and in such large quantities (the female generally breeds 30,000 Zebra Mussels at one time), the immature larva adheres to walls of pipes, and each other. Therefore, Zebra Mussels both block and reduce the amount of water that may pass through certain pipes, whether they are for nuclear power plants or water filtering facilities. Large groups of Zebra Mussel colonies also affect the walleye and lake trouts reproduction, infesting certain places where such fish reproduce. As a potential hazard to the United States water system, the Zebra Mussel issue has been addressed by the government numerous times, and plans for ridding the country of such a nuisance have been established, and some, even initiated. I have researched the tactics and ideas of both Europe and the United States, and have come to realize that the Zebra Mussels may be fought off. Internal and closed pipe/channel solutions Power plant pipes may generally be evacuated of water. For this reason, flushing down large amounts of above 40 deg...

Biography of Dido Elizabeth Belle, English Aristocrat

Biography of Dido Elizabeth Belle, English Aristocrat Dido Elizabeth Belle (c. 1761–July 1804) was a British aristocrat of mixed heritage. She was born into slavery in the British West Indies, the daughter of an African slave and British military officer Sir John Lindsay. In 1765, Lindsay moved with Belle to England, where she lived with royals and eventually became a wealthy heiress; her life was the subject of the 2013 film Belle. Fast Facts: Dido Elizabeth Belle Known For: Belle was a mixed-race English aristocrat who was born into slavery and died a wealthy heiress.Born: c. 1761 in the British West IndiesParents: Sir John Lindsay and Maria BelleDied: July 1804 in London, EnglandSpouse: John Davinier (m.  1793)Children: John, Charles, William Early Life Dido Elizabeth Belle was born in the British West Indies around 1761. Her father Sir John Lindsay was a British nobleman and navy captain, and her mother Maria Belle was an African woman that Lindsay is thought to have found on a Spanish ship in the Caribbean (little else is known about her). Her parents were not married. Dido was named after her mother, her great-uncle’s first wife, Elizabeth, and for Dido the Queen of Carthage. â€Å"Dido† was the name of a popular 18th-century play, William Murray, a descendant of Dido’s great-uncle, later said. â€Å"It was probably chosen to suggest her elevated status,† he said. â€Å"It says: ‘This girl is precious, treat her with respect.’† A New Beginning At about the age of 6, Dido parted ways with her mother and was sent to live with her great-uncle William Murray, Earl of Mansfield, and his wife in England. The couple was childless and already raising another great-niece, Lady Elizabeth Murray, whose mother had died. It’s unknown how Dido felt about the separation from her mother, but the split resulted in the mixed-race child being raised as an aristocrat rather than a  slave (she did, however, remain the property of Lord Mansfield). Dido grew up at Kenwood, a royal estate outside of London, and was allowed to receive a royal education. She even served as the earl’s legal secretary, assisting him with his correspondence (an unusual responsibility for a woman at the time). Misan Sagay, who wrote the screenplay for the film â€Å"Belle,† said that the earl appeared to treat Dido nearly equally to her completely European cousin. The family purchased the same luxurious items for Dido that they did for Elizabeth. Quite often if they were buying, say, silk bed hangings, they were buying for two, Sagay said. She believes that the earl and Dido were very close, as he wrote about her with affection in his diaries. Friends of the family- including Thomas Hutchinson, the governor of the Province of Massachusetts Bay- also noted the close relationship between Dido and the earl. Scottish philosopher James Beattie noted her intelligence, describing Dido as a negro girl about 10 years old, who had been six years in England, and not only spoke with the articulation and accent of a native, but repeated some pieces of poetry, with a degree of elegance, which would have been admired in any English child of her years. Life at Kenwood A 1779 painting of Dido and her cousin Elizabeth- which now hangs in Scotland’s Scone Palace- shows that Dido’s skin color did not give her inferior status at Kenwood. In the painting, both she and her cousin are dressed in finery. Also, Dido is not positioned in a submissive pose, as blacks typically were in paintings during that time period. This portrait- the work of Scottish painter David Martin- is largely responsible for generating public interest in Dido over the years, as is the notion, which remains in dispute, that she influenced her uncle, who served as Lord Chief Justice, to make legal decisions that led to slavery in England being abolished. The one indication that Dido’s skin color did result in her being treated differently at Kenwood is that she was forbidden to take part in formal dinners with her family members. Instead, she had to join them after such meals concluded. Francis Hutchinson, an American visitor to Kenwood, described this phenomenon in a letter. A black came in after dinner and sat with the ladies and, after coffee, walked with the company in the gardens, one of the young ladies having her arm within the other,† Hutchinson wrote. â€Å"He [the earl] calls her Dido, which I suppose is all the name she has.† Inheritance Although Dido was slighted during meals, William Murray cared enough about her to want her to live autonomously after his death. He left her a large inheritance and granted Dido her freedom when he died at the age of 88 in 1793. Death After her great-uncle’s death, Dido married Frenchman John Davinier  and bore him three sons. She died in July 1804 at age 43. Dido was buried in the cemetery at St. Georges Fields, Westminster. Legacy Much of Didos unusual life remains a mystery. It was David Martins portrait of her and her cousin Elizabeth that initially stirred so much interest in her. The painting inspired the 2013 film Belle, a speculative work about the aristocrats unique life. Other works about Dido include the plays Let Justice Be Done and An African Cargo; the musical Fern Meets Dido; and the novels Family Likeness and Belle: The True Story of Dido Belle. The absence of recorded information about Didos life has made her an enigmatic figure and the source of endless speculation. Some historians believe she may have influenced her uncle in making his historic anti-slavery rulings as Lord Chief Justice of England and Wales. Sources Bindman, David, et al. The Image of the Black in Western Art. Belknap Press, 2014.Jeffries, Stuart. â€Å"Dido Belle: the Artworld Enigma Who Inspired a Movie.† The Guardian, Guardian News and Media, 27 May 2014.Poser, Norman S. Lord Mansfield: Justice in the Age of Reason. McGill-Queens University Press, 2015.

Philosophical view about notions about humans and the vast universe Essay

Philosophical view about notions about humans and the vast universe that we live in - Essay Example Conceding to the fact that religion is only created by a human being, say Paul the Apostle for Roman Catholicism, I joined with Sigmund Freud in believing that yes, religion drives people into wishful thinking. Freud, as a staunch critic of religion and in fact an atheist himself, had somehow influenced the way I view the world and religion. I believed in self-determination that our selves are only to be blamed for our fate, and our success is credited for our wholehearted efforts. However, Freud is situated on the radical side while I start to realize that Blaise Pascal must be right. His point made sense in my own discernment when he said that there is truth in believing that something or someone exists without actually proving scientifically that it or he exists.   Pascal’s Pensees is one of the readings that challenged, changed, and expanded my worldview. My previous worldview and religious philosophy are characterized by selfish reasons and responsibility on my part alo ne that myself is the only one I can turn to and rely on whatever pursuits. Pascal has quite disproved my beliefs. â€Å"The things that are seen are temporal, but the things that are not seen are eternal,† the apostle Paul was quoted uttering these words (Dawson 10). Pensees reminds me of an example about numbers like how can anyone postulate that 1 plus 1 is really equal to two while other great thinkers have already disproved the end. We believe because there is an unexplainable faith beyond seen objects.... Pensees reminds me of an example about numbers like how can anyone postulate that 1 plus 1 is really equal to two while other great thinkers have already disproved the end. We believe because there is an unexplainable faith beyond seen objects. As Beck calls it, we have this so-called â€Å"worldview defense† when questions from an existential point of view threat us (143). Beck characterized this kind of defense as destructive, such as when we are confronted with death and end up becoming selfish in order to escape from it (143). I believe that my worldview centers on the fact that our spirituality is able to discern right and wrong things from each other. Our religious beliefs fuel goodness, selflessness, and other altruistic acts. In fact, our spiritual being is the one responsible for seeking morally upright actions and work to do. Furthermore, Clive Staples Lewis’ transition from being an atheist to a Christian has also influenced my worldview. Nicholi narrates Lew is’ thoughts regarding the Christian faith, which state that â€Å"There is one God... Jesus Christ is His only Son† (39). Lewis is a contemporary philosopher in the truest sense, but relied on Immanuel Kant’s idea that we can view the world in â€Å"the starry heavens above and the moral law within† (Nicholi 37). This, too, has expanded my view regarding religion, life, and intelligence. There is a supreme force that governs the world and everything in it, and that the existence of God is not a mere figment of imagination as what Freud believes. Metaphysics The field of metaphysics, pioneered by Aristotle, serves as a guide in developing my worldview. Basically, it

Current Even Paper Assignment Example | Topics and Well Written Essays - 250 words - 2

Current Even Paper - Assignment Example the chief financial officer, John Currie, said that the company witnessed a sharp decline in sales at the start of 2014. The source of this decline is attributed to the recall of its popular yoga pants which were found to be see-through. In addition, this decline was caused by the negative publicity offered by the then outgoing chairman Dennis Wilson when he suggested that the problem was caused by overweight customers. While the company has focused on improving the quality of the recalled pants, it has failed to bring to the market new products. This has led to a sharp reduction in the volume of customers at the stores. One of the key issues supply chain management attempts to address is the quality of products and services. In addition, an organization must be able to bring new products and services to the market in order to remain competitive. In the above article, it is shown that Dog Lululemon’s problems stemmed from its inability to bring new products to the market. This has led to a lack of newness in its stores. Furthermore, supply chain management involves managing of customer relationships. In the above article, the then outgoing chairman of Dog Lululemon failed in this aspect, and this further compounded the

Australia Has Regional and Global Links Essay Example for Free

Australia Has Regional and Global Links Essay Australia has regional and global links with other countries for aid. This report will describe the advantages and disadvantages for Australia that result from its Indonesian aid links which includes improving Australia’s reputation and providing employment and training opportunities for people. However country may become too dependent on other countries for support and dishonest leaders may use the money for their own benefits. First and foremost, Australia is popularly known to be ‘champions of the underdog’ who believe in the ‘fair go’ principle. To not have an overseas aid program is thought to be inhumane and even unpatriotic. The Australian Overseas Aid Program argues that most Australians support Indonesian aid simply because they sincerely care about those who are less well off. Aid to Indonesia may then encourage a friendly relationship between them and Australia and the future of positive exchanges of cultural values. Secondly, by providing aid for countries such as Indonesia, it provides employment and training opportunities for Australians. Thousands of full and part-time jobs have been created in government and non-government aid agencies as well as in private firms. Voluntary aid has been said to benefit young people seeking work experience and retirees and unemployed people seeking worthwhile work. The theory is that voluntary work gives them valuable knowledge and work skills and improves cultural links between the two countries. However, when there are positives, there are always negatives. The disadvantage for Australia giving aid is that the receiving country of the aid can become too dependent on receiving that money. Instead of the country using the aid and becoming more independent by implementing programs and policies in their country, they remain dependent on the aid. For example, Australia gives Indonesia approximately 2 billion dollars a year. This is a concern because without Australian aid the people of Indonesia would be very poor. Furthermore, another disadvantage would include dishonest leaders abusing the money. Australian and international aid each year amounts to millions of dollars and unfortunately, must money is used by corrupt leaders who use the funds for their own benefits or to support their private armies. As a result, the aid does not get to the people who need it most. In summation, providing aid to other countries will always have its advantages and disadvantages. As seen from above, Australia benefited from providing aid to countries such as Indonesia because it provided employment and job opportunities for Australians and improved Australia’s reputation. However, providing too much assistant could result in the country becoming too independent or the money could be abused and used for the wrong purposes consequently, those who need it most don’t get the benefits.

Elizabeth Barrett Browning :: essays papers

Elizabeth Barrett Browning Elizabeth Barrett Browning was born Elizabeth Barrett Moulton-Barrett at Coxhoe Hall, Durham County on March 6, 1806. She was one of twelve children. Her parents, Edward Moulton-Barrett and Mary Graham Clarke Moulton-Barrett had eight sons and four daughters. Between 1809 and 1814 Elizabeth began writing poetry. In 1818 she wrote â€Å"The Battle of Marathon† and in 1820 her father had it published. When Elizabeth was fifteen years of age, she developed an illness and was prescribed Opium, which began her lifelong Opium habit. Elizabeth’s first published work was â€Å"The Rose and Zephyr† in 1825 at the age of twenty-one. A year later, she published An Essay on Mind. Both publications were anonymous and were financially supported by her family. Her father assisted in getting them both published. Elizabeth had commented later in her career that these works were â€Å"Pope’s Homer done over again, or rather redone†. She obviously thought very little of the early part of her career. Her Mother passed away in 1828 and Elizabeth began studying classical literature under H.S. Boyd. Her next publication was Prometheus Bound, published in 1833 and once again, anonymously. This translation was from the Greek playwright, Aeschylus. Boyd re-ignited an interest of Elizabeth’s since childhood, in Greek literature and studies. During her youth, Elizabeth was self- taught in the area of literature. She read Paradise Lost, Dante’s Inferno and the Old Testament, in Hebrew, which was obviously the backdrop for Prometheus Bound. In 1837 Elizabeth’s health deteriorated when she burst a blood vessel affecting her lungs; Elizabeth became an invalid. One year later, Elizabeth published her first volume of poetry under her own name, The Seraphim and Other Poems. This work received favorable reviews, which in turn, brought about a correspondence with Wordsworth, Carlyle, and Poe. Poe even wrote an introduction in Elizabeth’s two-volume edition of poetry Poems in 1844. She truly began her literary career in 1838. Elizabeth moved to Torquay for her health and was often accompanied by different family members but her favorite was her brother, Edward. Elizabeth’s uncle passed away that sa me year leaving her financially secure. In 1840, Edward drowned in Babbacombe Bay off Torquay. She then wrote â€Å"De Profundis† expressing her grief. In 1840, Elizabeth wrote â€Å"The Cry of the Children†. In 1841 she returned to London, still an invalid, and began working on reviews, articles, and translations.

The Threats Of Increasing Global Warming Environmental Sciences Essay

Global heating, besides referred to as the nursery consequence, is the ageless addition in the mean temperature of the Earth ‘s near-surface and oceans. It has been one of the environment ‘s and worlds ‘ greatest menaces for the last decennary. Its chief menaces are the additions of the mean temperature of the Earth, rises in sea degrees, and climate alteration among others and in the most utmost instance, it could kill all of us along with the terminal of the universe. In the old old ages, emanations of nursery gases in the ambiance were balanced out by those that were of course absorbed.A As a consequence, nursery gases concentrations have been reasonably stable giving a consistent clime and thereby keeping even planetary temperatures. However, with the usage of more and more energy and resources over clip, the Earth can non absorb the extra pollutants any longer and they are hence retained in the ambiance and this causes major jobs as explained below. First, air pollution is one of the chief causes of planetary heating. The latter is caused by human activities affecting the inordinate usage of fossil fuels such as coal, oil, crude oil and natural gas among others, to bring forth electricity, heat our places, power our mills and run our cars.A These fossil fuels contain C which is released when they are burned, they the combine with O to organize C dioxide in the ambiance. Greenhouse gases are besides released ; viz. C dioxide, methane, azotic oxide and fluorocarbons. Carbon dioxide is the most harmful one to the nature since it is the gas with the higher concentration in our planet. Harmonizing to the statistics of the Carbon Dioxide Information Analysis Centre, there have been a rise in the C dioxide concentration of more than 2 parts per million during the twelvemonth 2001 and 2005[ 1 ]. The extra nursery gases stay in the ambiance and these act as a shield, which reflect all the sunshine energy back to the Earth taking to overh eating. In other words, sunshine is let through the ambiance and the reflected sunshine beams are kept at bay interior. Furthermore, there is the inordinate usage of man-made merchandises which contain Cl, F and C. There is besides methane which is released from landfills and agribusiness, azotic oxide from fertilisers, vehicles and gases used for infrigidation and industrial procedures C dioxide. These destroy our ozone bed, either by diminishing its thickness or by doing holes in it. We can non afford the depletion of the ozone bed, since it protects the Earth and us from high UV radiation. As a consequence of this, extremely energetic solar beams get straight into contact with the Earth, and merely a few of its energy has been absorbed by the ozone bed. Together with the pollutants that are already blocked in the ambiance, this intense energy is trapped in bend indoors as explained above. The Environment Agency reports show that there has been an addition of about 2 Degrees Celsius of in the Earth ‘s mean temperature since 2002[ 2 ] Furthermore, another great cause of planetary heating is deforestation which involves the cutting down trees to supply land infinite for agricultural intents or building intents among others. In proficient footings, the trees absorb C dioxide and release oxygen.A This procedure occurs of course by photosynthesis, which occurs less and less as we cut and burn down trees.A As the copiousness of trees diminutions, less C dioxide can be recycled.A As they are burned down, more C is released into the air, adding to the nursery consequence. In other words, C dioxide is being added to the ambiance at a faster rate than photosynthesis can take the extra gas with deforestation. The research conducted by the Food and Agriculture Organisation of the United Nations, some 13 million hectares of woods worldwide are lost every twelvemonth and deforestation represents about 30 % of the nursery gases emitted yearly[ 3 ]. This loss is important to climate alteration, because life on Earth is C based ; trees build themselves with the C dioxide that would otherwise heat our ambiance. Forests act as a mammoth sponge, conserving H2O. They shade and moderate temperature, shelter beings from air current and cold, and bring forth nutrient for us.[ 4 ] Coupled with these, there are some other minor causes of the nursery consequence, viz. : cowss rise uping, rice cultivation, heavy dumping in the landfills and H2O, the usage in of pesticides and insect powders that contain toxic chemicals, dust produced from rock crushers, escape in atomic industries and volcanic eruptions among the legion others. As we have seen so far, human existences every bit good as engineering are the chief perpetrators for the bad status of the environment today and we are the lone 1 that can work out it, if non cut down it to let the endurance of the future coevals. The impacts of planetary heating are immense as good and they are really harmful in the long tally. We have already witnessed it and it is acquiring worse. However, there can be a 2nd ice age if the Earth does non warm up at all and this can be regarded as the lone â€Å" benefit † of planetary heating. In the visible radiation of the above, we can reason that planetary heating, which is speed uping, which is a human-created phenomenon that is really unsafe and must be reduced. In brief, planetary heating is the release of nursery gases in the ambiance ensuing into the nursery consequence. They are formed chiefly due human activities that pollute the air, big graduated table cutting down of woods and the usage of CFC merchandises and are doing more nursery gases, particularly C dioxide, to construct up quickly in the ambiance. There is an pressing demand to cut down the emanation of these gases ; the maximal humanly possible. While authoritiess debate for actions, nature Teachs humanity this lesson: Earth is heating up, drastic alterations can happen any clip every bit shortly as a certain threshold is exceeded and it is clip for us, great and strong people, to pay attending and react and neutralise this phenomenon called planetary heating. The quicker we can respond and the more em anation we can forestall, the better it is since the Earth is alone.

Making the World a Better Place Philosophy 1001, Dr. Cara Nine

Making the World a Better Place Philosophy 1001, Dr. Cara Nine ‘Better Place’? ‘Making the world†¦ ’? Making the world a better place There are two sets of philosophical questions: 1. What is ‘good’ or ‘better’? (That is, what does a ‘better world look like and why? ) 2. What kinds of actions are ‘right’? (What are we justified in doing to bring about the good? ) Ideas of the good life Hedonism Desire Satisfaction Theory Objective Goods Theory Theories of Right Action Utilitarian Deontological Feminist Virtue Theory Cases Protesting Unjust Government Aiding an impoverished community Torture Letter to MenoeceusBy Epicurus (341-270 BC) Epicurus ‘Hedonism’ in popular culture http://www. hedonism. com/ Hedonism: Different kinds of desires. Just to be clear†¦ â€Å"It is not an unbroken succession of drinking-bouts and of merrymaking, not sexual love, not the enjoyment of the fish and other deli cacies of a luxurious table†¦ † For Hedonism: â€Å"For the end of all our actions is to be free from pain and fear† Intrinsic vs. Instrumental goods Instrumental good Intrinsic Good For Epicurus, Happiness is secured by: A tranquil emotional state. Example: We should not fear death Evidence : Misery clearly hampers the good life; happiness clearly improves it.But, is happiness what we want for our loved ones? I recall a talk by a doctor who described a patient of his (who had perhaps had a prefrontal lobotomy) as ‘perfectly happy all day long picking up leaves. ’ This impressed me because I thought, ‘Well, most of us are not happy all day long doing the things we do,’ and realized how strange it would be to think that the very kindest of fathers would arrange such an operation for his (perfectly normal) child. –Philippa Foot, Natural Goodness, p. 65 Desire Theory and Problems with Hedonism Hedonism Happiness is the only intrinsical ly valuable good. A happy life is a good life.The argument from evil pleasures Hedonism’s response: Happiness from evil actions IS as good as happiness from virtuous actions. The Paradox of Hedonism Happiness is like a butterfly—the more you pursue it, the more it eludes you. Be still and let it come to you. Paradox of Hedonism 1. If happiness is the only thing that directly makes us better off, then it is rational to single-mindedly pursue it. 2. It isn’t rational to do that. 3. Therefore, happiness isn’t the only thing that directly makes us better off. Argument from multiple harms: If hedonism is true, then you can be harmed by something only because it saddens you.You can be harmed in other ways. Therefore, hedonism is false. False Happiness Nozick’s Experience Machine Experience Machine Nozick thinks that the real life is clearly better, despite equal levels of happiness. What makes the real life better? Desires and The good We desire for our lives to be based in reality. This desire matters. Other desires matter, too. Desire Satisfaction Theory The good life is getting what you want. Something is good for you if and only if it satisfies your desires. Good things about desire-satisfaction theory Allows for a variety of ‘good’ lives. Good things about desire-satisfaction theoryPrioritizes personal autonomy and avoids paternalism Avoids objective values â€Å"objective† = fixed independently of your desires and opinions â€Å"subjective† = refers to your desires and opinions Motivation? Problems with the Desire Satisfaction Theory Getting what you want may not promote your good Desires based on false beliefs Fix! The desire must be based on informed beliefs. More Problems Dis-interested or Other-regarding desires Problems, cont. Disappointment: I was playing great tennis†¦ I’d finally taken my game to what felt like a notch above all my opponents’. It should have been greatâ₠¬ ¦ But it wasn’t.It felt hollow—It reminded me of the story of King Midas: My success wasn’t translating into happiness. –John McEnroe—(with James Kaplan, You Cannot be Serious) Impoverished Desires Objective Goods Theories of the Good Life Hedonism Desire Satisfaction Theory Objective Goods Theory Objective Goods Theory What is good is defined independent of your desires or opinions. Objective well-being concept: Income? The objective/universal approach defended Nussbaum’s approach http://www. youtube. com/watch? v=Qy3YTzYjut4 Appeals to ‘natural law theory’, that things are good when a thing fulfills its nature. Things are bad when they are unnatural.Solves (? ) Hume’s argument We can know only two sorts of claims: conceptual truths or empirical truths. Moral claims are neither conceptual nor empirical truths. Therefore, we can have no moral knowledge. Natural law theory’s response: If you know the nature of â⠂¬Ëœhuman’, and what it takes to fulfil our human nature, then we can know what is morally good. Options for objective goods: Happiness Options for objective goods: Autonomy Relationship with other objective goods. Essence of ‘human’ Possible problem with adding autonomy to the list: Cultural variations. But Do we have to be culturally relative? Options for objective goods:A sense of self Having commitments, likes and dislikes, values and goals. Options for objective goods: Morality Aristotelian virtue Human flourishing– â€Å"If you concern yourself not at all with what you owe to others or with what they need from you, you live in profound isolation. .. Morality is good for us because it †¦ gives me a kind of friendship not just with my friends but with everyone. † (Kazez 54) Martha Nussbaum: Basic capabilities. Life. Bodily health Bodily integrity. Senses, imagination, thought. Emotions. Practical reason. Affiliation. Other species. Play. Co ntrol over one's environment.Possible problem with the objective theory†¦ Utilitarianism Theories of Right Action What should I do or not do? Utilitarianism A brand of consequentialism An action is morally required just because it produces the best results. John Stuart Mill (1806-1873) Utilitarianism (1861) The quest for ‘the good’ is identified with the question of what is right and wrong to do. Mill writes: â€Å"All action is for the sake of some end and rules of action, it seems natural to suppose, must take their whole character and color from the end to which they are subservient. â€Å" (in other words†¦ The ends justify the means! ) 1.Rationality in choice of conduct is maximizing the satisfaction of one's chosen goal (or the goal that is best to pursue). 2. The rational goal of human striving is happiness, and happiness consists in pleasure and the absence of pain. I should do what maximizes happiness-for-me-over-my-entire-life. Acting effectively t o achieve this goal is being prudent. Prudence requires a kind of impartiality. So†¦ In merely individualistic terms: Ice cream NOW = 2 units of Happiness, and 3 units of Pain later. To maximize happiness over my entire life, I should not have ice cream now. But Mill’s utilitiarianism is universal project (not individualistic! 3. Human striving 4. The moral goal involves impartiality. One person's good counts the same, in the determination of what is to be done, as the same-sized good of any other person. 5. The moral goal equals the aggregate happiness of all persons. 6. So, moral rationality demands that we maximize aggregate human happiness. †¦ and animals? Problems†¦ Utility monster: Trolley Problem Trolley Problem Trolley Problem Trolley Problem Deontology Kantian ethics Immanuel Kant (1724-1804) What matters with regard to whether an action is right or wrong is what kind of an action it is. (The end doesn’t justify the means! )Kantian Deontology Pe rson’s essence = autonomy Autonomy = self+rule Ethical principles follow logically. Consistency and Fairness Equal with regards to our autonomous rational personhood. What if everybody did that? How would you like it if I did that to you? Problem Case If disastrous results would occur if everyone did X, then X is immoral. Redescribe the act? But this makes the morality of an act merely a matter of its description. Kant’s answer: The Categorical Imperative (version 1): Act only according to that maxim by which you can at the same time will that it should become a universal law. Is a maxim universalizable?Formulate your maxim clearly. Imagine a world in which everyone supports and acts on on your maxim. Then ask: Can the goal of my action be achieved in such a world? Example: Lying The universalized maxim of lying generates a contradiction. Categorical Imperative (version 2): The Principle of Humanity Act so that you treat humanity, whether in your own person or in that of another, always as an end and never as a means only. Persons are rational agents The moral law is the law of reason So we rational beings are beyond value since we are the sources of value ‘Means’ only: Used as a means AND respected as rational agent at the same time: problems with the principle of humanity: The notion of treating someone as an end is vague. 2. The principle fails to give us good advice about how to determine what people deserve. – punishment and Lex Talionis (Law of Retaliation) 3. The principle assumes that we are genuinely autonomous, but that assumption may be false. Baron d’Holbach The Argument Against Autonomy 1. Either our choices are necessitated or they are not. 2. If they are necessitated, then they are out of our control, and so we lack autonomy. 3. If they are not necessitated, then they are random, and so we lack autonomy. 4.Therefore, we lack autonomy. 4. The principle cannot explain why those who lack rationality and auto nomy are deserving of respect. – What is the scope of the moral community? Argument against animals 1. If the principle of humanity is true, then animals have no rights. 2. If animals lack rights, then it is morally acceptable to torture them. 3. Therefore, if the principle of humanity is true, then it is morally acceptable to torture animals. 4. It isn’t. 5. Therefore, the principle of humanity is false. Feminist Ethics â€Å"The male is by nature superior, and the female inferior; the one rules, and the other is ruled. –Aristotle â€Å"As regards her individual nature, each woman is defective and mis-begotten. † –Aquinas â€Å"[W]omen must be trained to bear the yoke from the first, so that they may not feel it, to master their own caprices and to submit themselves to the will of others. † –Rousseau â€Å"†¦ laborious learning or painful pondering, even if a woman should greatly succeed in it†¦ They will weaken the charm s with which she exercises her great power over the other sex†¦. Her philosophy is not to reason, but to sense. † –Kant Feminist Ethics Previous (male-dominated) philosophy: Made false claims about women.Identified female with nature/animals and male with reason/human. Ignored female experiences and perspectives. Un Chien Andalou , 1929 silent surrealist short film by the Spanish director Luis Bunuel and artist Salvador Dali General Approach: Women are the moral equals of men. â€Å"The right to life of women in Pakistan is conditional on their obeying social norms and traditions. †Ã¢â‚¬â€œHina Jilani, lawyer and human rights activist 2. Experiences of women deserve our respect and are vital to a full and accurate understanding of morality. Some statistics: Women’s nominal wages are 17 percent lower than men’s.Women perform 66 percent of the world’s work, produce 50 percent of the food, but earn 10 percent of the income and own 1 percent of the property. 3. Traits that have traditionally been associated with women are at least as morally important as traditionally masculine traits. 4. Cooperation, flexibility, openness to competing ideas, and a connectedness to family and friends, are often superior to ways of reasoning that emphasize impartiality, abstraction, and strict adherence to rules. Lawrence Kohlberg’s 6 stages of moral development: Moral Development: Gilligan Women fared poorly on Kohlberg’s model. Advancing to only around stage 3. ) Women tend to think and experience the world differently than men. Gilligan’s model or moral thinking: In A Different Voice Women’s Experience Justice is†¦. blind Dr. Denis Mukwege tries to restore dignity in Congo. Women’s Experience: Vulnerability to Rape Major-General Patrick Cammaert, former commander of UN peacekeeping forces in the eastern Congo: â€Å"It has probably become more dangerous to be a woman than a soldier in armed co nflict. † Perceptions of rape in war: From: something that is inevitable when men are deprived of female companionship for prolonged periodsTo: an actual tactic in conflict. Effect on victim: Rape is always torture. Women’s Experience Increased dependence and diminished autonomy. Fewer choices and less control over important aspects of their lives (than men). Central fact of most women’s lives is their dependence. Consider a moral assumption: stand up for our rights and defend our honour against attacks: Does a woman stand up to an abusive husband, knowing she may be killed, have her children taken away from her, not know where her next meal will come from? Not just women We all are deeply connected with others.Moral philosophy that pretends that we are fully autonomous beings without dependent relationships fail to take an important part of human life into account. Ethics of Care Importance of Emotions â€Å"Reason is a slave of the passions. † –Da vid Hume Motivates. Helps us Understand (Sympathy/Empathy) Care: combination of sympathy, empathy, sensitivity, and love. Particular vs. Universal Describes our obligations. Particular obligations = I have them only to particular people. Universal obligations = I have them to all persons. A strict version of Ethics of Care theory denies the existence of universal obligations.Ethics of Care: Moral obligations come from RELATIONSHIPS. Relationship roles will sometimes require of you conflicting actions. There is no easy formula. Problems with the Ethics of Care: Must be supplemented by other theories. Or risk restricting the scope of the moral community too much. Role of emotions needs further exploration. Downgrading impartiality has its costs. Review Theories of ‘The Right’ Utilitarianism Theory Pleasure/freedom from pain is the only intrinsic good. An action is morally required just because it produces the best results. Rationality Impartiality Maximize human happiness UtilitarianismPositives Intuitive Matches good with the right Equality Useful for social policy Utilitarianism Negatives Utility monster Animals? Conflicts with Justice Deontology Theory (Study of Duty) The end doesn’t justify the means Derived from Autonomy (self + rule) Deontology Categorical Imperative 1: Act only according to that maxim by which you can at the same time will that it should become a universal law. Deontology Categorical Imperative 2, The Principle of Humanity: Act so that you treat humanity, whether in your own person or in that of another, always as an end and never as a means only. Deontology PositivesExplains duties of justice Clear rules Equality Intuitive Deontology Negatives Principles difficult to apply Problems with autonomy Scope? Feminism Theory Men and women are moral equals. All of human experience deserves our attention/respect. ‘Feminine traits’ are as morally relevant as ‘male traits’ Interpersonal ways of moral re asoning are often superior to abstract, universalized, rule-governed moral reasoning. Care/Relationships Feminism Positives Embraces full account of human experience Can account for interpersonal moral reasoning, dependence. Feminism Negatives Problems with accounts from emotion Downgrades impartiality

True Knight Essays

True Knight Essays True Knight Paper True Knight Paper Essay Topic: Sir Gawain and the Green Knight In the poem Sir Gawain and the Green Knight written by the Pearl Poet, Sir Gawain is proven to be a true knight. The Pearl Poet proves Sir Gawain’s true knightmenship in many different ways. Sir Gawain succeeds in earning the title â€Å"true knight† by passing the Green Knight’s test and proving the valor of King Arthur’s knights, but he makes mistakes in the process because he is human, like everyone else. The first thing that Sir Gawain does in the story that proves that he is indeed a true knight is that he takes the challenge of the beheading game that the Green Knight purposes. At first King Author took the challenge, but Sir Gawain volunteered to take the challenge so that his King, King Author is protected. The fact that Sir Gawain does this and that fact that he shows up to the second challenge a year later shows that he is brave and that he is a great knight. Sir Gawain’s character also proves that he is morally strict in keeping his honorable reputation as a Knight because when the Green Knight’s beautiful wife tempts Sir Gawain, although he knew he would die in a few days time, he never fell into her manipulative seduction scheme. No matter how persistent â€Å"the lady demeaned her as one that loved him much†, Sir Gawain always â€Å"fenced with her featly, ever flawless in manner. †(58). This sends a powerful message to the reader about Sir Gawain’s morality as a person, being able to resist the very temptation that had brought so many other great men to their knees. The Knights were also expected to be the gallant, zealous defenders of Camelot. Sir Gawain’s perseverance and bravery definitely resembles that of an ideal knight. During his long journey, Sir Gawain â€Å"found a foe before him, save at few for a wonder; and so foul were they and fell that fight he must needs and thus conquering each and every one of the beasts that challenges him† (41). The knight was also stunningly brave when he went to receive his repayment from the Green Knight. Even though his guide warned him of his nonexistent chances of surviving, Sir Gawain nevertheless presses onwards, replying that â€Å"†¦if I here departed fain in fear now to flee, in the fashion thou speakest, I should a knight coward be, I could not be excused. Noy, I’ll fare to the Chapel, whatever chance may befall†¦Ã¢â‚¬  (85). Sir Gawain’s unwavering bravery further justifies his rightful title as an ideal knight. Through living up to the expected virtues of knighthood such as chastity, selflessness, bravery, and piety, Sir Gawain proves himself time and time again his worthiness to be recognized as the ideal knight. Each time the knight faces a different challenge or trial, his consequent decisions reveal a little about his character. It is nearly impossible to compare the virtues and criterion of the ideal knight to Sir Gawain’s actions and not recognize the stunning. As Sir Gawain and the Green Knight closes to an end, the reader is left with the impression that Sir Gawain had indeed fulfilled his duties as the ideal knight.

AA Meeting Review Essay Example for Free

AA Meeting Review Essay ? Walking into the AA meeting made me feel very awkward and out of place, but as the meeting began and everyone started sharing their stories I began to feel comfortable about being there. When I first went in the room the chairs were set up in a circle with some on the outside of it. I decided to take a seat on the outside so I wouldn’t be of focus during the meeting. They started the meeting off with reading some inspirational words and then reading the 12 steps. Their focus tonight was on a higher power and how believing in that higher power helps you stay sober. After brief introductions and stating their names, they began discussion and whoever wanted to speak had the opportunity to do so. Listening to all of their stories was really interesting. Almost all of the members have been sober for at least 30 days and more and about four people were just recently sober, with one being sober only three days now. One of the member’s stories really stood out to me. He said that he has been an alcoholic for years now, but always believed he can cure himself and control how many drinks he has. He mentioned that he went out last week with his buddies and wasn’t able to stop himself from going overboard with the drinking. He said he was in a blackout for four days and lost his job. That’s why he ended up at the treatment center; he said he realized that it isn’t possible to be a social drinker when you are an alcoholic. During his story he explained how he had the shakes and the classic withdrawal symptoms and I began to think about what I had learned in class and related it. Another member’s story was about social drinking. She said that her friend was coming home that she knew from college and wanted to get together. She thought about the friendship and realized that she wasn’t a friend and that she was just an old party buddy. She explained that she has a whole new group of sober friends that she hangs out with and that she can’t hang out with her old friends of whom she always went out and drank with. She started saying how she realized she doesn’t even like the sport of football and that she always went out to bars to watch it with friends because it was a time for social drinking. It brought to light that anything can become an excuse for people to partake in social drinking and too much social drinking can turn into alcoholism for some people. Another patient mentioned that she had her first drink at four years old and was in treatment by ten. I was really perplexed by that comment, thinking how could somebody even know what alcohol is at the age of four. She didn’t elaborate on what or how it happened, so I was just left in shock by that. There were many other stories told and I felt good after hearing all of them. It’s so nice to see everybody get close with each other and be there for one another when they’re having a bad day or week. They celebrate the landmarks of each other’s length of sobriety and that’s really heartwarming to see. They ended the meeting with the 12 promises and a prayer. Overall, after getting over the initial feeling of awkwardness, it was a successful experience and got to hear about the personal effects of alcohol on their lives. AA Meeting Review. (2016, Oct 26).

Advertising media selection Essay Example | Topics and Well Written Essays - 750 words

Advertising media selection - Essay Example Advertising will provide the Starbucks the opportunity to maintain a competitive advantage in coffee market,as well as maintain the brand value.Successful advertising is based on media plan,goals of the advertising,the target audience and the budget and time span. The facts preceding the need for the media plan and advertising include the concern for growing coffee retailers thus increased competition, and due to the recent concentration on expansion, the management is concerned about potential brand devaluing. Therefore, the media plan offers potential solutions to these two key issues, by providing a way to maintain critical market position, and brand value.The chosen media to use in placing the advertising include television, radio, newspaper, direct mail, and outdoor billboards. Television, radio, newspaper, and billboards will offer the opportunity to reach a wide and anonymous audience, which will especially be achieved by using the major daily newspaper, The Seattle Times, the n one major radio stations KUOW-FM 94.9, and one major television stations. The direct mail will provide niche media focusing on a particular target audience, which is persons aged 25-50 years from middle/upper middle class. The heartbeat of any media campaign is the media outlet, because even if the message is well constructed and meaningful, without a delivery system that can attain the required impact the campaign becomes a waste of company money and time (Kelley and Jugenheimer 3). Considering this, the chosen media outlets have the required impact in reaching to a large audience. ... Advertising Goals This encompasses the need for the message noting that the chosen message should "attract, inform, entertain, promote, convince, and sell the product" to the audience, hence should be attractive and interesting (Kelley and Jugenheimer 5). Setting the advertising goals provides the marketing team the opportunity to ensure the message will meet all its requirements. The advertising focuses on capturing a market segment for the Starbucks coffee products aged 25-50 years from middle/upper middle class families. The reasons for targeting this market segment are their potential to spend on branded coffee on an affordable market compared to up-scale branded market coffee. Further, advertising will enable the coffee house retain the brand value and create customer confidence by showing despite the extensive expansion, the kiosk is still able to provide quality coffee products as the tradition. In addition, advertising will capture the concern of increasing retailers in coffee, which is significantly eroding the customer base, making it important to have a market niche, and build towards maintaining it. Target audience The advertising will target the general populace, but offer a special emphasis on persons aged 25-50 from middle/upper middle class, who may not target the upper-scale retail shops but are willing to have brand coffee, such as provided by the Starbucks. The selling line will focus on showing this group that although coffee in upper market may be expensive; they can have the same excellent quality at a cheaper price that they can afford. The target audience will consider working people thus target them in the morning and evening. Marketing Strategy The advertising will start with a