The Problem Of Care Aids - 1374 Words

The next portion of this analysis is the evidence that the situation provides. Care aids in Canada have a document that outlines competencies needed in order to provide the public with safe, competent and ethical care (HCA Core Competency Profile, 2014). Upon my analysis of this document, the care in the situation had not met competencies 1.0: Health and Caring, 3.0: Communication Skills, 5.0: Safety, and 6.0: Responsibility, Accountability and Ethical Behavior. I begin to question what the ramifications are for care aids that do not meet these standards in Canada. Is it possible that the care aid has forgotten the competencies in which she is required to meet? It could be that the care aid isn’t educated about dementia and wasn’t aware of†¦show more content†¦Determining Step two of this process involves determining what the relevant ethical principles are being met or missed in the scenario (The IDEA, 2008). Nonmaleficence is characterized by the act of avoid ing harm of our clients while in addition, weighing this harm against the benefits of the action (Bastable, 2014). In this scenario, the care aid did not meet the ethical principle of Nonmaleficence, as she scolded and teased the resident because he had not cleared his entire plate; telling him that he wouldn’t get his hat back until he started being a â€Å"good boy†. Although the care aid may have felt that scolding the resident would prevent him from doing wrong in the future, her intervention did not result in a positive outcome. Subsequently, causing harm to the client by triggering anger and confusion. In addition, the care aid lacked the ethical principle of beneficence. Beneficence is much like nonmeleficence, but is characterized by portraying actions that promote good (Burkhardt, Nathaniel Walton, 2014). Considering this definition, her actions did not benefit the client nor promote good, as the resident was unable to correlate the scolding to the notion of clearing his plate. I also feel that the ethical principle of Justice was involved in this situation, as the care that was provided wasn’t fair, equitable or appropriate to the client (Burkhardt,Show MoreRelatedA Research Study On Palliative Care1663 Words   |  7 PagesHIV and new cases in older people. To manage this increasing population a holistic care is needed. According to World Health Organization (2002) â€Å"Palliative care is an approach which improves the quality of life of patients and their families facing life-threatening illness, through the prevention, assessment and treatment of pain and other physical, psychosocial and spiritual problems† (para. 1). 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A Telephone Based Wireless Remote Controller Free Essays

Abstract—A telephone based wireless system for the remote operation of the home appliances is proposed. The telephone, acting as a remote controller, generates a DTMF signal corresponding to each dialed digit which is converted to a BCD code by the Telephone interface circuit. This is given as input to the transmitter module which is then used to control various home appliances through a receiver module. We will write a custom essay sample on A Telephone Based Wireless Remote Controller or any similar topic only for you Order Now Data processing stages of the transmitter and receiver modules have been implemented using digital components, thereby avoiding possible use of conventional devices like monostable multivibrators. Due to the fully digital nature, the proposed design is less complex and hence the implementation is cost effective. I. INTRODUCTION With the advancement in science and technology, human beings have developed a tendency to make their everyday life amply luxurious with the aid of technology. This has led to the development of many sophisticated gadgets and equipments that assist them partially/fully in their daily activities. Operating all such electronic/electrical instruments in a modern house might be difficult for the elderly as well as disabled people. Our primary motivation to build a simple and low cost system which remotely operates all the home appliances stems from this point. We integrate our system with a standard telephone set so that the telephone can be used for the dual purpose of telephony and remote controller for various home appliances. The proposed system mainly consists of 3 modules, viz. , telephone interface circuit, transmitter and receiver. The transmitter module is in turn made up of a digital data processing block and a wireless (infrared) transmitter block and the eceiver module is made up of a wireless (infrared) receiver block, digital data processing block and a decoding block. In the scheme, a telephone receiver acts as a remote terminal to provide input Dual-Tone Multi-Frequency (DTMF) signals to the telephone interface circuit which converts them to corresponding 4 bit Binary Coded Decimal (BCD) codes. The transmitter generates an 8 bit frame using this BCD code to facilitate asynchronous communication . The receiver decodes the received signals after checking for any transmission errors (single bit) in the frame. These decoded bits act as control signals for the operation of home appliances. The system employs an asynchronous type of communication [1] in which the transmitter and receiver clocks are independent. The receiver clock does not have any prior information regarding the phase of the transmitter clock [2]. This leads to the problem of choosing the correct sampling instants at the receiver [3]. Hence the data is transmitted in the form of frames instead of individual bits. Each such frame consists of start bits, information bits, and stop bits [1]. This is explained in detail in the subsequent sections. When the system is idle, the data processing block of he transmitter gives constant logical high output. Since the transmitter consumes more power in transmitting logical high than logical low, the output of data processing block is negated before transmission to save power in the idle state. The receiver module also senses this and remains idle whenever the transmitter is transmitting continuous logical low. The reception of a start bit changes the state of the r eceiver from an idle to an active state. It then has to sample the remaining data bits in the frame at proper sampling instants. Most of the standard hardware schemes involve the use of monostable ultivibrators at the receiver to recover the data bits following the start bit. The monostable multivibrators commonly rely on variable components such as resistance and capacitance values, as well as they often account for a major part of the propagation delays associated with the receiver. We have extended this treatment to a fully digital design that presents more challenging tasks including a digital output feedback. Moreover, use of all digital components in the data processing stages reduces the propagation delay considerably. The complete design outline of all the modules of the roposed system is presented in Section II. Results and discussions are given in Section III. Finally, we present our conclusions in Section IV. II. DESIGN OUTLINE The block diagram of the proposed telephone based wireless remote control system is shown in Fig. 1. In the proposed system, the telephone set performs the dual functions of telephony and remotely controlling various devices. The remote control mode of the telephone can be activated by pressing ‘#’ from the keypad of the telephone. After the desired tasks are accomplished, ‘#’ should be pressed again to deactivate the control system. This is one of the functions of the telephone interface circuit, which is discussed next. A. Telephone Interface Circuit The telephone interface circuit integrates the designed system with the standard telephone system. As shown in Fig. 2, it basically performs the job of receiving the signals from the local loop and converting them to the standard digital signals in the BCD format. When any telephone button is pressed, a unique DTMF signal is produced for a short duration [4] which is converted to corresponding BCD code by a standard DTMF to BCD converter (KT-3170) [5]. The dual tone frequencies and the BCD codes associated with each dialed digit are shown in Table 1. The system remains in the idle state until ‘#’ button is pressed which sets the telephone to remote control mode. This mode remains activated until ‘#’ button is pressed again. This is realized in the hardware by using the BCD code corresponding to ‘#’ as the clock to toggle the J-K flip-flop (74112). The flip-flop output toggles whenever the ‘#’ button is pressed and this is directly used to control the mode of operation of the telephone. The DSO output of KT-3170 [5] is used to generate a start it for the system as it is logical high whenever a received tone pair has been registered and the output latch is updated. As the latched 4-bit BCD code is directly available at the output of KT-3170, it is given as such to the data processing block of the transmitter. These data bits are then processed to facilitate asynchronous communicatio n as explained below. B. Transmitter The 4-bit output of KT-3170 can not be directly transmitted as individual bits as the proposed system employs asynchronous mode of communication. The 4-bit BCD code is thus transmitted as frames for proper reception [1]. We have chosen an eight bit frame for our system which consists of a start bit followed by four data bits, a parity bit and two stop bits. Parity bit enables the system to detect any single bit error during transmission. Stop bits mark the ending of the frame. The frame is then transmitted using infrared (IR) transmitter. As shown in Fig. 2, the transmitter mainly consists of two blocks which are explained below. 1) Fully Digital Data Processing Block: This block performs the function of converting individual bits to 8-bit frames in order to carry asynchronous communication. First bit of the frame is the start bit (taken as 0) which is generated when any of the buttons is pressed. The succeeding 4 bits are the data bits (BCD code) generated by the telephone interface circuit as explained before. Next bit is taken as parity check bit generated by XORing the first 5 bits of the frame. Last 2 bits, termed as stop bits, are taken as 1. Following the generation of the start bit, the data bits are loaded in the parallel to serial converter (74165) using a D-type flip-flop (7474) and the frame is transmitted serially. 2) IR Transmitter Block: This module transmits the frames enerated in the previous section using an IR emitting diode. The data to be transmitted is modulated using Amplitude Shift Keying (ASK) with a carrier square wave of 38 kHz. The transmission range of the system is thus highly improved over the case when data is transmitted without modulation. As the data processing stage gives logical high output in the idle state, it is negated before tran smission to save power. Thus, a logical low is actually transmitted whenever the system is in idle state. C. Receiver The receiver also has 2 working states, viz. , idle and active. It remains in the idle state until it detects a start bit. It then receives the frame starting from the start bit and checks for a single bit error. If error is detected, no action is taken and the information has to be transmitted again by the user. The received data bits are then decoded which act as control signals for the operation of various appliances. As is evident from Fig. 3, receiver circuit can be subdivided into 3 blocks which are explained below. 1) IR Receiver Block: This block receives the transmitted frames and converts the signal back to Transistor Transistor Logic (TTL) levels. A standard 38 kHz IR receiver (TSOP 1738) [6] is used for this purpose. 2) Sampling Clock Generator: The main function of this block is to generate a sampling instant at approximately the middle of the transmitted bit interval. The start bit activates this block and loads counter 1 (4-bit up-counter) with value ‘0’. The clock frequency of this counter is 16 times the bit rate. When the output of this counter changes from 7 to 8, the most significant bit changes from ‘0’ to ‘1’ and this rising edge is used as the sampling instant for the data. Start bit also loads the counter 2 (4-bit down-counter) with the frame size i. e. , 8. When this reaches the value ‘0’, the whole block is disabled and is reactivated only when next start bit arrives. 3) Data Sampler and Decoder: The serial input data is sampled according to the sampling instant generated in the previous stage and is converted to parallel form using serial to parallel converter (74164). This data is then checked for any 1-bit errors by XORing the bits. If error is found, no action is taken and the data has to be retransmitted. If no errors are found, the data is decoded using 4-16 decoder (74154) and he signal is given to the appliance for the completion of the corresponding task. III. RESULTS AND DISCUSSIONS The proposed system has been fully implemented and successfully tested in the standard telephone local loop. The transmitter, kept near the telephone set, taps the DTMF signal from the local loop and transmits the corresponding data frame wirelessly . This signal is received by the receiver installed at the switch board. It decodes the data and takes the corresponding action. At least ten control signals, corresponding to each digit from 0 to 9, can be generated using a standard telephone set. The transmitter was previously implemented without a modulator where the IR LED was kept ON for transmitting logical high and OFF for transmitting logical low. This limited the distance between the transmitter and receiver to a maximum of 30 cms for proper reception. The range of the wireless system has increased to several meters after modulating the data using 38 kHz square wave. This range also depends on the current flowing through the infrared diode which has to be properly tuned to maximize the range. A standard TSOP 1738 receiver is used in the proposed ystem, which requires a minimum burst length of 10 cycles for proper detection. This puts an upper limit on the data rate supported by our system which is practically observed to be 2. 8 kbps [5]. The IR transmitter is highly directional and requires the receiver to be in line of sight of the transmitter. The reception angle of the receiver is observed to decrease with increasing distance between the transmitter and receiver. T his is because of the fact that the power is not uniformly distributed and is concentrated in narrow transmission angle. Moreover, the signal power reduces when the distance between the transmitter and the receiver is increased. So, the receiver has to be highly aligned with transmitter when operating at some substantial distance from it. This problem is of not much concern for our system because the transmitter and receiver, being static in nature, can be properly aligned at the time of installation. The data processing blocks of both the transmitter and the receiver are fully digital in nature. This comprehensively reduces the propagation delays involved and increases the rate at which data can be processed in these blocks. Though, data rate is not very important in the present application but this feature makes the design of our data processing blocks suitable for high data rate applications which are commonly seen in wired communication. IV. CONCLUSIONS A wireless system has been proposed to operate the home appliances remotely using a standard telephone set. This has been successfully tested and is found to be working satisfactorily within a distance of 10 meters. The telephone receiver performs a dual-function of telephony and remotely controlling various devices with the help of its ‘#’ button on the keypad. The telephone interface circuit is easily integrated with the standard local loop thus avoiding any changes in the telephone set. Hence, the proposed system is compatible with any type of telephone working on standard local loop. The system employs asynchronous mode of communication which avoids the need to synchronize the transmitter and receiver clocks, thus making our system less complex and hence cost effective. The proposed fully digital innovative design of the data processing blocks reduces the propagation delay and makes them useful for even high data rate applications. Moreover, the system is capable of detecting the single bit errors occuring during transmission. The proposed system can be used in a wide range of practical applications such as speed control of motors, switching of appliances, control of robots, etc. The above discussed characteristics like simple design, high practical utility and easy installation makes our system highly marketable. REFERENCES [1] Gorry Fairhurst. Asynchronous Communication [Online]. Available: http://www. erg. abdn. ac. uk/users/gorry/course/phy-pages/async. html. [2] D. Comer, Computer Networks and Internets with Internet Applications. Upper Saddle River, NJ: Prentice-Hall, 2004. [3] A. Subramanian, V. P. S. Makh and A. Mitra, â€Å"A New Digital Transceiver Circuit for Asynchronous Communication†, Enformatika Trans. , vol. 8, pp. 237-241, Oct. 2005. [4] DTMF Background [Online]. Available: http:// www. ece. utexas. edu/mason/codesign/dtmf. html. [5] Samsung Electronics Datasheet. KT3170 Low Power DTMF Receiver [Online]. Available: http://www. ortodoxism. ro/datasheets/SamsungElectronic/mXuusvq. pdf. [6] Vishay Semiconductors Datasheet. Photo Modules for PCM Remote Control Systems [Online]. Available: http://www. vishay. com/docs/82030/82030. pdf How to cite A Telephone Based Wireless Remote Controller, Essay examples

Farenheit 451 Life free essay sample

What is it like to live in a parallel universe where everything is opposite and nothing seems to make sense? In Fahrenheit 451 by Ray Bradbury, the author portrays a different point of view through his science fiction dyspepsia novel. In this novel, Bradbury portrays a lifestyle of no individuality, no questioning, or not even reading a book, in result, causing people to react without thinking. Therefore, this novel could be considered a warning to todays society and the outcome of the future. Many people in todays world act like conformists much like the people in Fahrenheit 451. For instance, in this scene Mildred describes the following; They write the script with one part missing. Its a new idea. The homemaker, thats me, is the missing part. When it comes time for the missing part, they all look at me out of the three walls and I say the lines. We will write a custom essay sample on Farenheit 451 Life or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Here for instance, the man says, What do you think of this whole idea Helen?. And I say, I say, I think thats fine! (pages 17-18). In this description, it is clear that Mildred is a person who mindlessly follows certain standards to be in the social norm, thus a conformist. In fact, this is often used today through social networking devices such as Youth where people listen to the videos and become obsessed and infatuated with a particular style or social norm. In contrast, l sometime think drivers dont know what grass is or flowers because they never see them slowly, she said l rarely watch the parlor walls or go to races or Fun Parks. So Vie got lots of time for crazy thoughts, I guess. Pages 6-7) This illustrates how when Claries take things slowly, she gets to see the whole world and not Just a portion of it eke if she was rushing. In comparison to todays world, if people would slow down and take the time to think, the world wouldnt have as many conformists. Today, social networ king has taken on a major role in daily lives. In Fahrenheit 451, it describes a similar experience; Picture it. Nineteen century man with his horses, dogs, carts, slow motion. Then in the twentieth century speed up your camera. Books cut shorter. Condensation. Digest tabloids. Everything boils down to the gag, the snap ending. (page 52). Thus, implying that life has become fast pace and individuals have very little time to read, enjoy life or hobbies. In fact, the use of cell phones today dictates the life of many teenagers who dont have time to socialize face to face and conveniently do so through cell phones. Furthermore, messages are condensed to abbreviations such as 101 and OMG as a way of saving time. Additionally, There was a tiny dance of melody in the air, her Seashell was tamped in her ear again and she was listening to people far away Why didnt he buy himself and audio-seashell station and talk to his wife late at night Page 39) This scene shows how Montage wants to talk to his wife but she is constantly on her ear phones. This is yet another example that can compare to how teenagers today are constantly using technology so much that is distracts them from other things. In Fahrenheit 451, books are burned to prevent individuality and solicit a form of censorship of what is acceptable and what is not in accordance with government, social, and cultural norms. Specifically this scene; cant ever have my books, she The people in those books never lived. Come out of it now! This form of censorship and eradication of literature is designed to prevent individualism and to foster a specific belief. Also comparing to how in todays world, people do not want other individuals to stray from the social cycle. Furthermore, Im antisocial they say. I dont mix. Its so strange. Im very social indeed. (page 26). This quote shows how Claries doesnt fit into her school because she doesnt reason like the other students. When this is equated to the world today, it can be used as an example on how people preferential people through looks, different thoughts, and overall appearance and section them out from what is considered normal. Throughout this book, Bradbury shows the reader how technology can brainwash people into mindless fools with no originality. This compares to how in todays world, people use technology as a way to fit in. Therefore, this concludes Fahrenheit 451 can be a warning to society and the outcome of the future. In conclusion, how much exposure can this world handle until we become mindless people?

Marketing the Nintendo free essay sample

Relating relevant marketing theories to different aspects of Nintendo’s marketing scheme. Discussing how Nintendo are attempting to influence, modify or impact the consumer’s behaviour in particular. 3. Organisation and Product Overview Nintendo Co Ltd was founded 1889 in Kyoto, Japan; by Fusajiro Yamauchi. This company would eventually go on to develop and release this generations most successful gaming console; the ‘Nintendo Wii’. Originally the company produced and marketed a playing card game called Hanafuda. Becoming quite successful in this area the company eventually enlisted on the Osaka stock exchange in 1962 and continued to push further into the Japanese toy market (developing an assortment of toys over the time period). In the 1970’s Nintendo started introducing electronic technology to the Japanese toy industry; culminating in 1976 with the release of the first home television game (‘Colour TV Game 6’). The Nintendo as we know it today had been born. Nintendo have released many electronic hardware and software over the years; uilding up a strong relationship with the consumer along the way. We will write a custom essay sample on Marketing the Nintendo or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page With its release of countless gaming consoles and characters that have obtained icon status throughout the world, Nintendo is now a recognised name throughout the world. By observing the company history we can see how through constant successful releases Nintendo has nurtured a strong brand loyalty from its consumers. Introduced in 1985, ‘Nintendo Entertainment System’ was an instant hit; almost single-handedly revitalising the video game industry. Selling over 60 million units, this product introduced consumers to the names Mario and Zelda for the first times. Following the success of the NES, Nintendo released the iconic Game Boy in 1889 (a hand held gaming system). Although the screen was only 4 shades of grey, the device defined portable gaming and was extremely enjoyable. â€Å"Game Boy is the most successful video game ever†¦ selling over 150 million copies worldwide† (History-Nintendo, retrieved on 20/5/11 from http://www. nintendo. com. au/index. php? pageID=13). The Game Boy would see itself continually innovated over the years. However Nintendo didn’t ignore its home gaming consoles during this time, endeavouring to release more powerful gaming consoles, starting with the 16 bit ‘Super Nintendo’ (released 1991) and its successor the ‘Nintendo 64’ (released 1997). With the N64 setting new standards in realistic gaming. With the N64’s success leading the way for the Nintendo’s ‘Game Cube’, this was the first Nintendo product to utilise disk technology instead of cartridges. The ‘Game Cube’ was the final step that led to the development of the Wii. With each predecessor (both home and portable consoles) adding tiny bits of consumer information, consumer loyalty/base, technological advancements and company experiences to its development. The Wii was conceived in 2001, around the same time the ‘GameCube’ was first seeing release. Shigeru Miyamoto (co designer) stated in an interview that the concept involved focusing on a new form of player interaction. The consensus was that power isnt everything for a console. Too many powerful consoles cant coexist. Its like having only ferocious dinosaurs. They might fight and hasten their own extinction. (The Big Ideas Behind Nintendos Wii, retrieved on 20/5/11 from http://www. businessweek. com/technology/content/nov2006/tc20061116_750580. htm). It was conceived as a cheap, more easily accessible, fun gaming system. Designed for a broader audience; opposed to its main competition the Xbox 360 and PlayStation 3. The Wii was designed with some differences to its predecessors and competitors. The main difference is in the controller. Wii utilises a wireless, motion detection controller that resembles a television remote control. This was decided to allow more adults and non-gamers to enjoy the Wii; as the motion capture aspect allowed all ages and experience levels to pick up a controller and point, swing or slice away. This technology eventually leading the way for the ‘Wii Fit’ product range; which in itself is a huge success. Another difference is in the price, with Wii only costing $250 US up against the $500-$600 price for competition consoles. Since its launch, the sales numbers of the Wii have been higher than its competitors around the world. With the Wii selling more units in America (first half of 2007) than the Xbox 360 and the PS3 combined. (Nintendo the big winner, PS3 dead last for the first half of 2007); with this lead even larger in the Japanese market. As of April, 2011, Nintendo announced they had sold 86. 01 million Wii consoles. (Nintendo: Wii successor coming in 2012 retrieved on 20/6/11 from http://news. cnet. com/8301-13772_3-20056950-52. tml) With Nintendo’s huge customer base, reputation for high quality products, creation of iconic names (Mario Donkey Kong ect. ), history of innovation and understanding of their new broader target market, it is no surprise that the ‘Wii’ has been as successful as it has been. 4a. Theory 1 – Wii marketing in relation to Maslow’s Hierarchy of Needs Maslow’s Hierarchy of Needs is a human motivation theory that is based around the p sychology of consumers as individuals with ongoing or enduring wants and needs. The theory aids marketers and producers in determining what goods and services satisfy various ‘levels’ of human requirements, with five basic levels of needs that rank from low too high in priority (Refer Appendix A). (Schiffman, 2011). 4b. How does this apply to Nintendo Wii? Nintendo’s Wii is a product that can be associated with the requirements of physiological needs, social needs and esteem or ego needs. Physiological Needs * Health and fitness * Education * Competition and Entertainment The invention of the Nintendo Wii is about getting gamers off the couch and expanding gaming for greater use in our daily lives, particularly with the development of the Wii Fit which allows for a fill workout and attainment of weightless/fitness goals. Brain-training games, language games, musical games and sports/fitness games have been able to challenge consumers across a range of physiological and cognitive skills (Nintendo 2006). The marketing of Wii was aimed at promoting the benefits of its use, for entertainment in collaboration with the psychological benefits and entertainment factors. The ‘newness’ of this design means that intrigue was prominent in capturing and maintaining people’s attention and desire to try the new retail. A major landmark in marketing was also created when Nintendo launched its ‘Ambassador Program’ which was a trial for the Wii where people could give feedback on its use. This program involved multigenerational families, hard-core gamers and modern Mums hosting their closest friends and families in a social event that broadened the horizons of their target market (Surette 2006). Marketing the Wii within households as a ‘necessity’ was aimed at the physiological needs section of Maslow’s Hierarchy, attempting to show that this product is able to fulfil aspects of everyday life for its consumers. Nintendo also ensured that the gaming console was made affordable to consumers, with packaged bundles ranging from $250 – 500 depending on the accessories required (Nintendo Article). This meant that the product was not segregated to being purely a ‘luxury’ item, and places it in an achievable bracket when analysed in Maslow’s theory. Social Needs * Inclusion, importance of the affiliation need Love, affection and happiness * Interaction and relationships building The creation of Wii brought forth a new identity and experience to gaming, making the use of the product accessible to people of all ages and for purposes beyond entertainment. The Wii incorporates both physical and cognitive activity in its games, reaching a wi de variety of interests. The Wii also allows multiple players to be involved in the game at any one time, which is repeatedly demonstrated in its advertising campaigns, affiliating it with the ‘social needs’ in Maslow’s Hierarchy; where we show the want for ompanionship, inclusion and interaction. A primary example of Wii utilising our intrinsic need for ‘belonging’ as a part of the marketing of Wii can be seen in television advertisements featuring popular Australian family the McGrath’s playing active and seemingly enjoyable games on Wii Sports as a bonding session. This was a part of Nintendo targeting both gamers and non-gamers to this new technology, bringing an experience where without the barriers of age or previous experience (Nintendo Thinkbox 2011). The development of social and cyber networks in conjunction with ownership and playing of the Wii helped to create a ‘community’ of interest, once more building on the need for belonging for its members. The promotional strategy by Nintendo to make Wii Sports a standard purchase with all Wii’s differentiates it further from major competitors in PlayStation, whereas substitutable goods, the Wii works out cheaper with games and console pricing. The Wi-Fi connection on the Wii, also allows consumers to play online against friends, creating more interconnectivity and affirmation of social needs (Wii Article). Ego Needs * Inward or outwardly associated with self-esteem * Self-evaluating, Achievement * Image Association In Maslow’s Hierarchy of Needs, the ‘Ego Needs’ emulate from feelings of achievement, satisfaction with the association with an image and an overall connection with either inward or outward self-esteem through successes. Gaming products are an entertainment device which works on the premise that individuals will want to improve over time and gaining satisfaction out of doing so (Rogers 2004). This can be linked to the feeling of ‘prestige’ in the ego needs, with the Wii specifically allowing its users to self-evaluate their progress, such as in the game ‘Wii Fit’ where consumers are able to monitor their fitness and health gains from using the game. These health improvements and the image association of the ‘class’ of the Wii brand can also lead to improved self-esteem for the consumer (Schiffman, 2011). Nintendo has used its products differentiation from the norm of gaming products (which are standardised by fixed controllers) and variety of self-improvement games to increase its market share. Wii sampling events including gaming hours, retail midnight and music tours created hype around a range of games and benefits in accordance with this notion (Janiszewski 2010). Studies have shown particularly that adults and the older generation are a growing share of the market with the ageing workforce, and tend to look for more emotional outcomes or ‘being experiences’ leading to self-realisation and actualisation when purchasing new goods and services (Goodhead 1991). The positioning of Wii products as a gateway to experiences encourage purchasing for this purpose, making will span from one extreme of Maslow’s Hierarchy to the other. 4c. Conclusions and Recommendations Nintendo launched the Wii marketing campaign with a distinct aim to â€Å"involve non-gamers [and] expand the market† (Fils-Aime 2006) in the phenomenon of this new and innovative device. The main problem with the hierarchy in analysing the products connection to the target market is that it can’t be tested empirically so there is no way to measure when one need transfers across to the next. However, Wii can currently only be connected with three of the five levels of the pyramid, giving potential for new initiatives in marketing campaigns to expand upon this. The way that Wii has been marketed thus far has set is aside from its major competitors in PlayStation and Xbox, sticking to the motto that â€Å"playing is believing†, keeping Nintendo Wii as the actively involving gaming console (Janiszewski 2010). The future of the Nintendo Wii would be best benefitted from maintaining the successes of its hand-promotional campaigns, and continuing with expanding this niche market which has enthralled consumers globally. a. Theory 2 – Wii marketing in relation to Emotional Appeals As defined by Schiffman, Emotional motives are those that â€Å"imply the selection of goals according to personal or subjective criteria† (2011). There are feelings associated with this type of marketing such as â€Å"adventure, fear, romance and status† (Mortimer, 2008) ju st to name a few. It has become apparent according to research conducted by Mahjan and Wind that marketing to the emotion of an individual is on the rise; especially consider that not all purchasing decisions are made logically. Therefore it has become a key component of advertising today to be able to connect on an emotional level to the average consumer as well as to get them to purchase the product in question. The Nintendo Wii has been one of the highest selling game consoles in history, surpassing its main competitors, Microsoft’s Xbox 360 and Sony’s PlayStation 3. In the discussion below we will discuss how Nintendo has been able to use the emotional appeals approach to connect with their audience and been very successful in doing so. 5b. How does this apply to Nintendo Wii? The Wii has been one of the largest users of advertising that uses emotional appeals as of late. Because the Nintendo Wii is not your typical product that the average consumer would buy because it is not one that requires a straight forward â€Å"rational approach† (Mortimer, 2008). Instead it requires a much more emotionally based decision. It requires us to not listen to that voice of reason that is rational motives and in the case of the example given by Mahjan and wind â€Å"just do it†(2002) the logo for the sporting brand Nike. We don’t specifically know what ‘it’ is but it compels our emotions to do something that makes us feel better. One such example of the Nintendo Wii using this approach that was named earlier in this paper was the television commercial that shows the McGrath Family, one of Australia’s most prolific sporting families, enjoying themselves in the comfort of their home, playing video games on the Nintendo Wii. The advertisement has very little information involved with it but it does however invoke the emotions so that a consumer can be thought to believe that this make me feel better, focusing on Maslow’s hierarchy of needs, in particular a consumers increased self-esteem (Schiffman, 2011). This example is shown to be following the trend that the â€Å"Messages are becoming more vague while the emotions are becoming more vivid† (Mahajan and Wind, 2002). Other examples of celebrity endorsement for the Wii include Olivia Newton-John, Dame Helen Mirren and Rebecca Gibney. Another example of Nintendo using emotional advertising would be on their international website â€Å"www. wii. com â€Å" (Nintendo, 2010), on the website it show a group of at least 3 or more people sitting around a Wii while one person participate in a game. This exemplifies Maslow’s hierarchy of needs, in particular â€Å"social needs† (Schiffman, 2011) which is a very large motivator for emotional advertising. An example of this is given by Schiffman et. al. when discussing physiological arousal. He states that â€Å"television programs can generate physiological arousal†. When the consumer see’s the commercial, there needs are aroused and in this scenario, their needs are that they need to belong and their thought process makes them think that purchasing a Wii may help them with belonging, whether it would be in a group or in society in general. Due to this already successful approach involved with the sales of the Nintendo Wii. It is obvious to see that this approach with celebrity endorsements and emotionally motivated commercials is working very successfully with their sales as they have surpassed the 2 million units sold mark in Australia in 2010 (Salter, 2010). Another advertising campaign that has been utilised successfully by Nintendo Wii is the reintroduction and reinvigoration of their original titles back into their video game selection due to the Wii’s â€Å"planned obsolescence† (Mahajan and Wind, 2002). This allows for â€Å"continuity in the relationship† (Mahajan and Wind, 2002) as such. An example is Intel, a very successful company that specialises in software chip manufacturing. Just because the product may change, it does not mean that the effect has to as well. Intel have realised this through the consistent use of â€Å"its ‘inside Intel’ branding, along with a distinctive set of musical tones and cool looking, clean-room-suited representatives†(Mahajan and Wind, 2002) and because of this consistent approach, Intel have been quite successful. 5c. Conclusions and Recommendations Nintendo have been one of the market leaders when it comes to emotional appeals. Their market share as well as their advertisements alone, put them apart from any other competitor at this stage, however as more of their rivals start to adapt to this style of advertising, they will need to learn to be able to change their strategy in order to remain a power within the market force. 6a Theory 3 – Wii marketing in relation to Involvement theory Involvement theory focused on how advertisements or brand could stimulate to individuals personality makes link to its. Involvement has been used commercial ad on TV and paper, the early involvement theories relate to advertising and consumer behavior combined concept from research called as split brain theory. According to research, the left hemispheres of the brain ‘specialized’ in the sorts of information they process, it has roles that primarily cognitive activities such as reading, speaking and attribution information running. On the other side, the right hemisphere is that also responsible for non-verbal, timeless, pictional and holistic information. (Leon schiffman). It was discussed that activities such as watching commercial ad on TV were fairly passive minimally involving and were controlled by right side, on the other hand, such as reading print media were more involving and were controlled by left side on brain. (Herbert E,Krugman). In other words, the left side is more likely rational, active and realistic. The right side is emotional, metaphoric, impulsive and intuitive. Consumer involvement is now recognized well as an usual, or motivating, factor that drives consumer influences consumer are making decision whether purchase this product or not. There have four types of involvement level; †¢High involvement / rational †¢High involvement / emotional †¢Low involvement / rational †¢Low involvement / emotional 6b. How it relates to Wii? Wii now competed against several video consoles such as Xbox, play station in market area. In compare to those feature between PS3 ,Xbox and Wii, both PS3 and Xbox the main difference is use their own pad for using it while Wii uses remote controller which can be used as a handheld pointing device and detects movement in three dimensions. Next picture shows to customer make them attraction of wii, but also it shows to how Wii works. The available activity is that main difference against other consoles. Wii targets widely even who aren’t big fan of video games because Nintendo expects that they wanted to bring new consumers, not only sell to limited game users so that they focused on Wii strives to stimulate to customer leads play Wii. Generally thinking of playing game, it used to referred aspects of bad sight, Wii is that more easily to use to people more widely age. The main type of involvement involved in a Wii purchase is High Involvement/Emotional. Although not as expensive as a car or holiday in which most High involvement purchases are associated, the Wii is still expensive enough and has enough competition that it does involve high involvement from its consumers. Wii’s marketers make a point to highlight the differences in their product and its competitors to appeal to the high involvement involved in making a purchase between the 3 big gaming consoles on the market (PlayStation and Xbox being the other two). Their advertisements appeal to the emotional side of high involvement. Showing the social aspect of Wii in almost all of their ads ( which feature up beat music and bright colours) and also showing the social responsibility and the feelings of becoming healthier with their ‘Wii Fit’ product range. Their website has a huge amount of information on it. Showing features, upcoming additions, games, and many more things that appeal to the high involvement buyer. Nintendo does its best to make the gaming experience a family orientated decision and likes to inform all members of the family of the benefits they could receive from purchasing a Wii. This also appeals to the emotional side of the consumer through family. 6c. Conclusions and Recommendations Wii still holds a huge advantage over its competitors with emotional involvement and also through our research we found also gives a lot more information on their website as opposed to its main competitors. If you could find fault with their advertising is that it’s stayed the same for the past 3 years and with the introduction of similar products from tis competitors it has lost a bit of its advantage in being different therefore its high involvement style of marketing could begin to be not as effective.

Definition and Examples of Inflections in English Grammar

Definition and Examples of Inflections in English Grammar Inflection refers to  a process of word formation in which items are added to the base form of a word to express grammatical meanings. The word inflection comes from the Latin inflectere, meaning to bend. Inflections in English grammar include the genitive s; the plural -s; the third-person singular -s; the past tense -d, -ed, or -t; the negative particle nt; -ing forms of verbs; the comparative -er; and the superlative -est. While inflections take a variety of forms, they are most often prefixes or suffixes. They are used to express different grammatical categories. For example, the inflection  -s  at the end of dogs shows that the noun is plural. The same  inflection  -s  at the end of  runs  shows that the subject is in the third-person singular (s/he runs). The inflection -ed is often used to indicate the past tense, changing walk to walked and listen to listened. In this way, inflections are used to show grammatical categories such as  tense,  person, and number. Inflections can also be used to indicate a words part of speech. The prefix en-, for example, transforms the noun gulf into the verb engulf. The suffix -er transforms the verb read into the noun reader. In The Frameworks of English, Kim Ballard writes, When considering inflections, it can...be helpful to use the notion of a  stem.  A stem is what remains of a word when any inflections are removed from it. In other words, inflections are added to the stem of a word. So  frogs  is made up of the stem frog  and the inflection  -s, while  turned  is made up of the stem  turn  and the inflection  -ed. Inflection Rules English words follow different rules for inflection based on their part of speech and grammatical category. The most common rules are listed below. Part of Speech Grammatical Category Inflection Examples Noun Number -s, -es Flower → FlowersGlass → Glasses Noun, Pronoun Case (Genitive) -'s, -', -s Paul → Paul'sFrancis → Francis'It → Its Pronoun Case (Reflexive) -self, -selves Him → HimselfThem → Themselves Verb Aspect (Progressive) -ing Run → Running Verb Aspect (Perfect) -en, -ed Fall → (Has) fallenFinish → (Has) finished Verb Tense (Past) -ed Open → Opened Verb Tense (Present) -s Open → Opens Adjective Degree of Comparison (Comparative) -er Smart → Smarter Adjective Degree of Comparison (Superlative) -est Smart → Smartest Not all English words follow the rules in this table. Some are inflected using sound changes known as vowel alternations, the most common of which are ablauts and umlauts. The word teach, for example, is marked as past tense by changing its vowel sound, producing the word  taught (rather than teached). Likewise, the word goose is pluralized by changing its vowel sound to produce the word geese. Other irregular plurals include words like oxen, children, and teeth. Some words, such as must and ought, are never inflected at all, no matter the context in which they appear. These words are considered invariant. Many animal nouns share the same singular and plural forms, including bison, deer, moose, salmon, sheep, shrimp, and squid. Conjugation The inflection of English verbs is also known as conjugation. Regular verbs follow the rules listed above and consist of three parts: the base verb (present tense), the base verb plus -ed (simple past tense), and the base verb plus -ed (past participle). For example, following these rules, the verb look (as in, I look around the room) becomes, in both the simple past tense and the past participle, looked (I looked around the room, I have looked around the room). While most verbs follow these conjugation rules, there are over 200 words in the English language that do not. These irregular verbs include be, begin, bid, bleed, catch, deal, drive, eat, feel, find, forget, go, grow, hang, have, hide, leave, lose, meet, pay, prove, ride, ring, seek, send, shall, shine, show, sing, spin, steal, take, tear, wear, and win. Since these words do not follow the rules for most English verbs, their unique conjugations must be learned on their own. ​Sources S. Greenbaum, The Oxford English Grammar. Oxford University Press, 1996.R. Carter and M. McCarthy, Cambridge Grammar of English. Cambridge University Press, 2006.Kim Ballard, The Frameworks of English: Introducing Language Structures, 3rd ed. Palgrave Macmillan, 2013.A. C. Baugh, A History of the English Language, 1978.Simon Horobin,  How English Became English. Oxford University Press, 2016.

The link between psychology and resistance to change Essay

The link between psychology and resistance to change - Essay Example Resistance to organizational change mainly comes from the people within the organization. This has been described as â€Å"psychological and organizational response† that comes from the attitude of people irrespective of the nature of change (Bovey & Hede, 2001). There are various reasons that have been identified which contribute to resistance to change on the part of employees. The most common factors that have been identified as contributing factors fuelling resistance are inadequate involvement of employees in the change management, ineffective process of communication and inadequate knowledge about change. The biggest manifestation of resistance to change occurs through expression of grievances, lower efficiency, aggressive attitude towards higher management and reduction of output of the organization. In order to understand the concept of resistance to change it is important to understand organizational change. Organizational change can be defined as an adaptation to the changing environment with an objective of improving the performance. There are two broad types of organizational change which can occur the first one can be defined as first order change and the second one is strategic or revolutionary change. In the former one the basic framework of the organization remains unaltered but in the second one the basic framework changes. The earliest mention of resistance was noticed in the article published by Lewin (1947cited in Gravenhorst, 2003) and the subsequent works published in the concept of group dynamics. The works of Coch and French (1948cited in Gravenhorst, 2003) had introduced the idea of resistance to organizational change but instead of properly shedding light on the concept they had rather introduced it as a motivational problem. The works of Watson (1969) had ide ntified that there are multiple stages in which the employees express their resistance to change. The first stage is characterized by

Strategic Planning For Digital Marketing Communications Research Paper

Strategic Planning For Digital Marketing Communications - Research Paper Example Based on the outcome of this analysis, the management of the organization gets a clear perspective of the possible ways in which it might utilize the opportunities and deal with the threats successfully. Although this analysis is similar to the analysis made for any other for-profit organization, there are certain key differences. Oxfam NGO also faces some of these problems. Managers in a non-governmental organization (NGO) need to consider the impact of factors such as volunteer staff, fundraising, volunteer staff and long-term goodwill. Since these organizations do not depend on profit for their survival, the above-mentioned factors play a major role in achieving success in the long run (Turkishweekly, 2013). From the analysis (see SWOT table in appendix), it has been found that in the NGO industry, organizations face several challenges in conducting marketing communication activities. Some of the noteworthy challenges are briefly discussed below. General issues Challenge Absence o f strategic planning Many organizations in the NGO sector do not run as proper business enterprises, they face the lack of strategic planning. However, this lack of planning often creates indecisiveness or barriers in the path of marketing. Oxfam faces this problem of strategic planning at the marketing level (Ngoconnect, 2009). ...NGO industry issues Challenge Lack of funds Fundraising remains one of the major concerns for non-profit organizations. 80% of Oxfam’s activities depend on the financial assistance provided by its members, associates, and private partners while the government provides 20% of assistance (Oxfam, 2013a). Finding private donors is a challenging task. Depending on the status of the economy, the financial conditions of the donors fluctuate. Poor networking Some NGOs are not very successful in establishing strong networks with clients and other NGOs.