Describe Some of the Ways That the Person-Centred Approach

Describe nearly of the ways that the Person-Centred Approach differs to cognitive Behavioural and Psychodynamic Approaches to Counselling. The good life is a process, not a state of being. It is a direction, not a destination. (Rogers, 1961, p. 186) The Mental Health Foundation (2012, Talking Therapies) refers to certain healing(predicate) approaches as talking therapies. These therapies include Cognitive Behavioural Therapy (CBT), Psychodynamic Therapy and Person Centred Therapy (PCT).The Foundation says, Talking therapies give people the chance to explore their thoughts and feelings and the effect they have on their behaviour and mood. In attempting to get wind some of the ways that the Person-Centred approach differs to Cognitive Behavioural and Psychodynamic approaches to direction it may be helpful to acknowledge that that binds them. The British Association for Counselling and Psychotherapy (BACP) identifies that, thither is evidence that the birth between the counsellor a nd the client is more important than the approach the therapist uses.BACP (2011). This does not presuppose that counsellors working indoors differing paradigms practice in an entirely different way to their counterparts or that those working within each approach operate in exactly the same way either. Indeed, it is within the relationship between the counsellor and the client that many of the residuals in the remedy approaches can be identified. Nelson Jones (2011, p1) warns us to, be careful not to exaggerate the differences between counselling and therapy schools since there are similarities and differences among them. Worsley et al. (2011, p. 25) believe that, the Person Centred Approach is a basic philosophy of living, and not a technique for therapy. Worsleys view does highlight a potential schism between the Person Centred model and the Psychodynamic and CBT approaches that of, feeling over process (Bowyer 2011). Mearns and Thorne (2008, p. 9) provide some welcome professi onal credibility to this viewpoint by identifying a link between the stupefy of living out the tenets of the Person Centred approach (on both a philosophical and professional level), with the counsellors suffer ability to grasp a hope that seems to lie beyond despair.This raw awareness helps translate towards a natural realisation of some of the therapeutic conditions (namely empathy, congruence and unconditional positive) bear oned by Person Centered practicians as critical to achieving positive change. Branch and Dryden (2008, p. 33) see this as the most significant point of dissension between the Rogerian (Person Centred) and CBT therapeutic approaches, in that Rogers considered the Core Conditions (Rogers 1957, pps. 95 103) to be both necessary and sufficient whilst CBT purists recognise the conditions as desirable and necessary but not sufficient to bring about client change.In purist terms therefore, it can be seen that CBT, focuses on eliciting and restructuring maladapt ive goal-impeding thinking (Branch and Dryden 2008, p. 24) whilst the Psychodynamic approaches are sometimes called the uncovering therapies (Dryden and Mytton 1999, p. 42) which, aim to stock the lid off that seething cauldron and bring the contents of the unconscious into conscious awareness. CBT and psychodynamic therapies may therefore be regarded as being focused on identifying and challenging behaviours and beliefs, whereas from the counsellors perspective, the Person Centred model assumes no such prescriptive agenda.Dryden and Mytton (1999, p. 203) acknowledge that the Psychodynamic approach focuses on the clients past experience whereas the Person Centred approach focuses on the here and now. Care must be taken not to assume that this is a one size fits all definition. For some counsellors and therapists working within each therapeutic paradigm may well borrow methods and strategies from other approaches in order to help effect positive change. on that point is one tenet h owever which differentiates Person Centred therapy from the two other approaches control.Whilst there is a communality of approach insofar that relationship is critical to all approaches, it is the hierarchy within the relationship which acts as differentiator. Within the Person Centred relationship, the client retains control determining where and at what pace the relationship develops and what is explored and what remains unsaid. The non- directive approach taken by the counsellor allows the client freedom to hold his comfort blanket of self-structure intact (Bowyer 2010) until such time that he feels able to begin a journey towards ultimate self- actualisation (Goldstein 1940, p. 258). Tolan (2010, p. ) sees self- structure as being everything a person holds about herself and about the world. Following on from the concept of non-directive client control, the Person Centred practitioner does not consider himself to be the expert, the client is. The division between the three appr oaches is further widened by the atmosphere in which the counselling session takes place. Russell and Jarvis (2003, p47) identify a difference between humanistic (e. g. Person Centred) and other therapies (including CBT and Psychodynamic), in that the former refers to clients whereas the latter regard those in therapy as patients.This reinforces the view of humanistic based therapies (including Person Centred) that regard the therapist and client as equal partners. On the clients journey towards personal fulfillment therefore, Dryden and Mytton (1999, p. 89) feel that the counsellor or psychologist acts as a companion, not a guide. In the absence of a professional expert comes a dynamic shift of personal responsibility. Within the psychodynamic and CBT approaches, the therapist, albeit somewhat tacitly does seek to effect positive change and sees this as a professional responsibility and not one which the client is capable of undertaking on their own.To this end, it is the practitio ner who assesses the need and determines the outcome(s). CBT is based on finding solutions to issues or problems identified by the counsellor. In turn, the Psychodynamic approach assumes long held conflict between the conscious and unconscious state and sees its role as bringing the unconscious thoughts and feelings into conscious awareness to help individuals make sense of their current problems, of past memories, and of dreams (Dryden and Mytton 1999, p. 4). These somewhat presumptive approaches when coupled with a fix it mentality (particularly prevalent within the time to cost driven NHS/CBT approach) seem somewhat at odds to that of Person Centred Therapy which works in the warm and holds true the belief that all clients have within themselves vast resources for development (Mearns and Thorne, 1988, p. 16). Mearns and Cooper (2005, p. 60) provide a meaningful insight into a comparison of therapeutic approaches, While inexperienced therapists tend to differ widely and are easil y identifiable by their adopted approach, experienced therapists tend to become more airless in their working and are not so easily identified by approach.. it probably means that therapists are learning from their clients and are step by step being shaped by their clients to offer a relationship that is meaningful. I have so much to learn.

What Is Television Really Doing to Children?

As we already know, idiot box has changed the world and how we view it. In todays world, majority of what we see on the television ranges from emphasis to sexuality to profanity. There is no doubt that whatever is shown on the television sack up not only easily influence the behaviour of adults, but in like manner the most vulnerable minds which is that of young children. Television can greatly affect the development of the brain in young children. Not only that, but the measuring stick of time spent on the television can be detrimental to childrens somatogenic health.Television has a negative impact on children that can affect them in numerous ways including mentally, emotionally, and corporally. So the question is, what impact does the television sire on our childrens mental health? The first dickens years of life are the most critical for the development of the brain. This elbow room that young childrens brains are more open to learning and enriching influences. It also means that young childrens brain are much more vulnerable to developmental problems should their environment be negative or un-nurturing.Many studies on the do of TV violence on children have found that children become immune or numb to the horror of violence and accept violence as a way to solve problems. This means that the viewing of television violence by children can cause aggressiveness which means more violent children who will deform into violent adults. Children are our number one imitators. Just ask any mother whose had her 3 year old daughter walk into the kitchen with bright rubicund lipstick smudged all over her lips and eye shadow covering their entire eye. Why?Because thats what she sees her mother do every single morning sooner she leaves for work. Point is, what children see, children do. Television can also affect some of the most important areas of childrens life, like the classroom. Results of an investigation wear upone by the Quebec Longitudinal dissect o f child development exposure showed that notice too much TV as toddlers resulted in a 7% decrease in classroom battle as well as these children have a harder time focusing in the class. We cannot continue to set our children up for failure.Letting something like the television which parents have so much control over, control us is only harming our children. Not only does television affect childrens mental development, but also their physical health. A television often takes the place of interactive experiences that children are supposed to be a part of. A child who watches more than 2 hours of television a day has a 17% of becoming obese, a 15% chance of having cardiovascular system problems, and an increase of cholesterol in the blood.Now what do you usually have beside you when youre watching your favorite daytime soap opera? Yep, you got it, a bowl of potato chips This is exactly what children do when theyre watching their TV shows. Deneke 2 Kids are starting to become less act ive and lazier and its becoming a greater risk factor for adulthood obesity. If parents dont start taking responsibility of what theyre letting their children do, their kids are going to be pointing their finger to their parents asking why they let them do this enchantment signing up for the 30th season of The Biggest Loser.Excessive television viewing among young children has been linked to negative impacts on early brain development, and womb-to-tomb physical health. Early exposure to television can affect a childs mental development as well as physical health. So parents replace those TVs in your children bedrooms with books and do more fun and active activities with your kids so your child doesnt become one of these statistics.

I believe in second chances Essay

Carl Band once said, Though no one can go support and make a brand new start, anyone can start from now and make a brand new ending. Growing up, Ive learned to commit in insurgent circumstancess. Throughout my life date, I have noticed that every person makes mistakes at various points in their lifetime. As humans, we tend to hold grudges, scarce what we really need to try is to forgive and forget. Giving people second chances is a great thing to do and what you do with your second chance is your decision. People can use the second chance to their advantage or they can use it to harm the people they have once hurt. I in addition have made mistakes in my life, but the people Ive hurt the more or less while making these mistakes have always been the ones to forgive me. Three summers ago, I met my current boyfriend and I took advantage of him being there for me he had given me so much love but I took that all for granted. How we met was strange. single night, I was on a video c all with my best friend and randomly a guy appeared on the call that was the night I met my boyfriend. At the beginning, the conversation was so awkward because, all he was doing was talking to my best friend, and finally she introduced me to him. She had told me that they meet through mutual friends and became close. after(prenominal) we got confortable with each other, we talked for hours about the most random topics all night long I had never felt like I had a connection with someone like I did with him. After that night, we were inseparable we talked constantly to each other. Regardless of not having anything to talk about or have the most pointless conversation, we could stay on the phone for hours and it effective felt right. As time went on, I thought I had feelings for him and we finally decided to be together. The first month was just what I had imagined, but as school started, we slowly drifted apart. Living in two distinct states was already hard enough for both of us t o communicate so, I started talking to different people and I started falling for someone else. It came to the point that I thought it was best to end things with my current boyfriend. What I didntrealize at that atomic number 42 was that leaving my boyfriend was one of the worse mistakes I could make. Even though I moved on and went to another relationship for a while, in the cover version of my mind, I was constantly wondering what would have happened if we had stayed together and if we had actually tried to save our relationship.I had not spoken a word to him since we broke up, but two years later, we met again. August 31, 2013, was a night to remember I got to reconnect with the love of my life. We were both at a charity event for our mosque. I had perceive from a friend that his parents decided to send him to military school in Atlanta but I never actually met up with him while he was there. At first all I got was dirty stares from him, but finally we sat down and had a real conversation. We forgave each other for all the defective things we did to each other and we slowly started bonding again. I got a second chance with him and I made certain that this time I did it right. For the first month, we talked and got to get laid each other again. On September 25, 2013 we officially got back together. After that moment, I realized that he was the guy for me. He was always so certificatory of me and always cared about me. No matter how much the distant was, he was always there for me.Sometimes he couldnt physically be their for me but, I knew if I ever needed advice or if I just needed someone to vent too, he was a phone call away. I was blithesome to find a boyfriend and best friend all in one. I had given up on our relationship the first time and this time around I would make sure that didnt happen again. Now a year has passed and we still are together and happier than ever. Everyone makes mistakes. We all wish we had a redo button that magically fixed every mistake we have made, but life isnt always that easy. In this situation, I was lucky to be given a second chance to mend my relationship. Knowing that second chances arent handed out, my current boyfriend gave me one because he believed in me and knew that with that second chance I could prove that things would really turn around this time.

Effect of Exercise on Cardia Output Essay

Predictions1. During exercise HR will increase. 2. During exercise SV will decrease. 3. During exercise CO will increase.Materials and Methods1. Dependent Variable EDV, ESV, and cardiac cycle space 2. Independent Variable level of physical activity(resting or exercise) 3. Controlled Variables age, weight, height 4. What instrument was used to measure cardiac volumes? MRI 5. Does the instrument used to measure cardiac volume use X-Rays? Explain. noResults Table 2 Resting and Exercising Cardiac Cycle Length, EDV, and ESV Resting Values Exercising Values Cardiac EDV (mL) ESV (mL) Cardiac EDV (mL) ESV (mL) cycle continuance cycle length (msec) (msec) 856 145 72 431 139 34 809 136 66 457 141 38 828 135 72 414 140 35 139 70 140 36 overcome 1 Subject 2 Subject 3 AveragesResting and Exercising HR, EDV andESV1. Resting and exercising cardiac cycle length -a. What was the second- roam out resting cardiac cycle length? 831 b. What was the average out exercising cardiac cycle length? 434 c. The range of modal(prenominal) resting cardiac cycle length is between 818 and 858 ms. Did average cardiac cycle length increase, decrease, or not transform with exercise? Decrease2. Resting and exercising EDV -a. What was the average resting EDV? 139 b. What was the average exercising EDV? 140 c. The range of normal resting EDVis between 135 and 145 ml for these subjects. Did average EDV increase, decrease, or not change with exercise? not change3. Resting and exercising ESV -a. What was the average resting ESV? 70 b. What was the average exercising ESV? 36 c. The range of normal resting ESV is between 65 and 75 for these subjects. Did average ESV increase, decrease, or not change with exercise? decreaseTable 3 Resting and Exercising HR, SV and COHR ( shootings per second) 70 74 72 72 Resting Values SV (mL) SV (L) 73 70 63 0.073 0.07 0.063 0.069 CO 5.1 5.2 4.5 4.9 HR (strokes per second) 139 131 145 138 Exercising Values SV (mL) SV (L) 105 103 105 0.105 0.103 0.105 0.104 CO 14.6 13.5 15.2 14Subject 1 Subject 2 Subject 3 AveragesResting and Exercising SV and CO4. Resting and exercising HR a. What was the average resting HR? 72 b. What was the average exercising HR? 138 c. The range of normal resting HR is between 70 and 73 beats per minute for these subjects. Did average HR increase, decrease, or not change with exercise? increase5. Resting and exercising SV -a. What was the average resting SV? 69 b. What was the average exercising SV? 104 c. The range of normal resting SV is between 60 and 80 ml for these subjects. Did average SV increase, decrease, or not change with exercise? Increase6. Resting and exercising CO a. What was the average resting CO? 4.9 b. What was the average exercising CO? 14 c. The range of normal resting CO is between 4.2 L per minute and 5.84 L for these subjects. Did average CO increase, decrease, or not change with exercise? increaseDiscussion1. What caused the change in HR with exercise? Muscles use much oxygen andglucose from t he blood with increased movement. This produces wastes that decrease blood pH below the normal range causing an increase in heart rate. The heart rate increase delivers blood to the lungs and kidneys much quickly so these organs can remove the wastes from the personate. The faster the muscles use energy and establish waste, the faster the heart must pump blood.2. Discuss the effect of venous slip by and heart rate on exercise EDV. Exercise increases venous return by forcing your body to add and enlarge blood vessels. In addition to circulatory improvements, exercise helps muscles and tissues become conditioned to allow them to overcome the stresses of working out. During exercise, the body demands additional oxygen and requires removal of extra carbon dioxide increasing the heart rate. EDV is increased with exercise 3. What caused the change in ESV volume with exercise? ESV decreases with exercising so that there is less resistance for the blood to flow to increase cardiac outpu t. 4. Why did SV change with exercise? SV increase during exercise because an individuals body needs more oxygen and nourishment that are both received from the pumping of blood.The level of increase of SV is also depends on the type of exercise 5. Discuss the importance of the change in CO with exercise? When the body is in rest cardiac output is lower as the demand in oxygen is low. During exercise heart rate and stroke volume increase which results in an increase in cardiac output 6. retell your predictions that were correct and give data from your experiment that support them. Restate your predictions that were not correct and correct them, giving supporting data from your experiment that supports your corrections. My prediction were correctApplication1. We measured the stroke volume of the remaining ventricle. What was the average stroke volume of the right ventricle at rest and after exercise? 69 resting 104 exercising 2. Assume that for one beat, the stroke volume of the le ft ventricle is greater than that of the right ventricle. Explain why in a normal heart this would be corrected on the next beat. blood would be transferred from your systemic circulation into you pulmonary circulation.Pressures throughout your pulmonary circulation would begin increasing. As soon as small amount of blood is transferred from the systemic to pulmonary circulation, the pressure in the pulmonary veins and left atrium increases alittle. This increases the filling of the left ventricle, and the resulting increase in its end-diastolic volume increases the stroke volume, correcting the problem 3. Explain why elite athletes have a lower than normal heart rate, yet have a higher than normal ability to increase cardiac output. An athlete has a larger stroke volume, which means a greater volume of oxygen is delivered to the body per heartbeat.They usually have larger heart that results in higher cardiac output, as more blood is pumped out with each beat. The raised cardiac out put allows the heart to beat more slowly

Kite runner redmption Essay

One of the principal(prenominal) themes of the novel The Kite Runner Is redemption. Throughout the novel, the main character, Amir, seeks redemption for his sins. Amir states in the first chapter of the novel that he has a past of unatoned sins. Throughout the novel, The Kite Runner, Khaled Hosseini uses the following symbols to express the theme of redemption The cicatrix above Amirs lip, the lamb and the no-account kite. The scar above Amirs lip stand fors the redemption Amir attained by rescuing Sohrab.Amir travels to Afghanistan to rescue Sohrab, who is being exploited by a Taliban leader. The Taliban leader turns out to be an old enemy from Amirs childhood, Assef. Amir must fight Assef in order to leave with Sohrab. During the fight Amir is beat out brutally until Sohrab shoots Assef with his slingshot. Amir is left with a scar above his right lip, strikingly similar to the one Hassan had after having surgery for his cleft lip. At the outset of the novel, Amir watches Has san get raped, only if he did non intervene.The guilt from that day haunts him throughout the novel. At one point, Amir even tries to force Hassan to beat him up, as though the merely thing that could redeem Amir was being beaten, but Hassan does not and Amir is even much ridden with guilt. When Rakim Khan calls amir, he says, Come, This is a vista for you to be good again. It is clear Rakim Khan understood the guilt that Amir was feeling, and realized that Amir had been searching for redemption all his life. Khan new that rescuing Sohrab was the only way Amir could truly find redemption.The rescue of Sohrab, was the rescue of an innocent, the rescue of a lamb. Throughout the novel, a reoccurring image of a sacrificial lamb represents a path to redemption. Amir tells the reader how during the Muslim holiday of Eid-Al-Ahda, the Mullah sacrifices a lamb. The look on the lambs face during the sacrifice stays with Amir for the expect of his life. When Amir witnesses Asseff rape H assan, he remarks, I caught a glimpse of his face. Saw the resignation in it. It was a look I had seen before. It was the look of the lamb. Once more in the novel, Amir is reminded of the lamb, when he witnesses Asseff exploit Sohrab. The link between Hassan, Sohrab and the Lamb is their innocence Because Amir betrayed an innocent Hassan, he must save an innocent to be redeemed, Sohrab is this innocent lamb. By ending the exploitation of this figurative lamb, Amir attains redemption for his sin. Finally, returning with the blue kite was an avenue of redemption for Amir. Every winter, in Kabul, thither was a large kite-fighting tournament.The tournament was a big deal to the people of Kabul. Amir and Hassan won the tournament, but in order to truly be victorious, Hassan had to observe the blue kite so Amir could bring it home as a trophy. During the kite tournament Amir states, All i saw was the blue kite. All i smelled was victory. Salvation. Redemption. Specifically, redemption i n the eyes of Baba. Amir had stated earlier in the novel how he thought Baba thought of him as weak, but this was Amirs chance to be strong in the eyes of Baba, and end Amirs longing for Babas love.In conclusion, the rescue of Sohrab, the sacrificial lamb and the blue kite represent redemption for Amirs sins. Redemption is a main theme of the novel, and Khaled Hosseini uses the aforementioned symbols to tell the story of Amirs quest for redemption. Amirs quest makes one question whether sometimes the sinner, is also the victim. As a mere child, Amir betrayed his friend, out of fear, out of cowardice, and out of selfishness, but he did not know that decision would haunt him for the rest of his life. Did he really deserve the punishment befallen on him?

From marketing to image, to branding Essay

IntroductionMy presentation is based on trademarking as a business tool for signeting. The presentation will translate the concept of stake based on the strategies, enormousness, and influence of distinguish and to the consumers and towards the end provide a case subject area of McDonalds Company for the case study of grimeing. Firstly, Hill (2002, p. 79) defined brand as a symbol or a name that businesses use in order to identify their products and use them to disjoint from the competitors. He further argues that brand development forms a foundational piece of the business marketing communication industries cannot do without. Reasonably, speaking, there are numerous brand types that whitethorn either represent a corporate or personal brand. We must note that in the current globalization and technology driven world, branding has perform increasingly significant than over the previous decades.My research on business branding features the collection of science and psychology to form a premise mark as opposed to a trademark. The brands of the business convey the information of credibility, uniform quality, and experience of the business. Brands have life cycles, valuable and outlive the products. Today, numerous companies invest the mensurate of the business in their brand and it has appeared in their balance sheet. The world has become online and numerous markets are growing across nations that have seen the consumers use brands in their purchases.The importance of brands is, thereforeAssisting in the identification of the business. The business that uses branding can clearly be seen, quickly identify and sought after-products.Branding allows time and energy sparing through with(predicate) practicality through loyalty and identical purchasing.The customer is guaranteed of finding the same quality irrespective of time and place of buying the productBranding provides putting surface self-image that is presentable to othersIt allows for satisfaction b rought through intimacy and familiarity with the brand that the consumers have victimization for years.Branding provides ethical standards in business due to satisfaction linked to the prudent brand behavior in its societal relationships.Branding StrategyThis refers that firms mix and match the name of their brand and the products they offer. The degree of synergy between the product brand and the corporate brand depends on the architecture of the brand (Hill 2002, p. 124). I found the following brand strategies as identified by scholarsCorporate and individual brandingHouse of brand and brand house, including sub-brands and endorsed brandsWeak endorsement, no endorsement, strong endorsement, and medium endorsement.Delineated three types of brand strategy, continuum monolithic strategy, branded strategy, and endorsed brand strategy.Endorsement brand strategy, token endorsement, and weak endorsement.Influence of Branding to Consumers and BusinessThe legally protected brands are sign ificantly important in the modern marketing. Branding has several influences on the business and the customers. Firstly, branding brings psychological effect that affect the consumers by urging them to choose a specific product over the other based on perception rather than hard facts. I read from the work of Hill (2002, p. 143) that indicated that brands can automatically activate the goals of purchase in individuals without conscious or knowingness intent. Likewise, Hill (2002, p. 143) further writes that brands offer promise of performance by the business by assuring the customers of the quality, safety, and other ethical obligations of the product. Further, it is indicated that the socio-culturally based brands present the role of brands through research. Brand satisfaction is a good reason for a customer to choose a specific product over the other. display case Study of McDonalds Branding SuccessThe case study I used was a well-known industry across the globe. With the globaliz ation era, currently it is easier for brands to show their presence globally in various cultures. Reading from Hill (2002), business operation in a foreign cultural atmosphere comes with changes in the strategies of the business, advertising, functioning and branding campaign. A case study of the McDonalds different marketing strategies can best exemplify the global marketing strategy.The company originated in the U.S. in 1940 as a street restaurant and currently serves in 199 countries across the globe. According to Kulkarni, Lassar, Sridhar and Venkitachalam (2009, p. 12) the companys brand is supported by a highly successful brand campaigns. In each of all the branding campaigns of the McDonalds Company, it has prioritized on social values of the target audience that has made functioning as a spanking possible. The comparison of the branding campaign in two completely economically and culturally diverse countries, India and Australia, shows the companys effective resilience.My i nvestigations reveal that the company ventured in India in 1996 and in Australia in 1971, but there exists a considerable gap in chronology. It is understood that the company adopted the dissimilar marketing strategies using similar brand values that were quality, service, cleanliness and value (QSC & V). Using this strategy, the company excelled in both the markets in a way that the societies never thought that it was an American brand. The reasons for brand success of the case study company were, perhaps, numerous (Encyclopedia of global brands 2013, p. 677). However, excellent market research tops the list.The ever-growing process of market research has assisted the marketers to go bad the environment of marketing and define the marketing strategies and product-market fit. Through market research, Light, Kiddon, Till, Heckler, Mathews, Wacker, Brunner, Emery and Hall, (2012, p. 67), writes the company realized the obligation to involve in the local culture. Social marketing, acc ording to McDonalds (2013, p. 221) assisted the company develop the socially accepted product and satisfies the customer needs better than that of the competitors. Currently, the company runs 780 outlets in Australia and 300 outlets in India. Therefore, the best action of the company is through its branding that successfully transformed itself into the local image and fulfilled the brand promises. The people believed in QSC & V that was fulfilled and the TV campaigns oft focused on customer relationships.ReferencesEncyclopedia of Global Brands. (2013). vol. 2, K-Z, 2nd edn, St. James Press, pp. 675-680Hill, C. W. L. (2002). International business competing in the global marketplace. New York, McGraw-Hill Irwin.KonecNik Ruzzier, M., & Ruzzier, M. (2007). From marketing to image, to branding. IV Seminari Internacional DInnovacio I Turisme Turisme & Branding La Clau Per Al Desenvolupament Turistic, Palma De Mallorca, 26, 27 I 28 Setembre 2007.Kulkarni, S, Lassar W, Sridhar C & Venkit achalam A. (2009). McDonalds OngoingMarketing Challenges and Social Perception in India, Online Journal of InternationalCase Analysis, vol. 1, Issue 2, last viewed 23 Sept 2013,http//ojica.fiu.edu/index.php/ojica_journal/article/view/19/1811.Light, L., Kiddon, J., Till, B., Heckler, D., Mathews, R., Wacker, W., Brunner, R., Emery, S., & Hall, R. (2012). Branding strategies for success. Upper Saddle River, NJ, FT Press. http//proquest.safaribooksonline.com/?fpi=9780133039030.

AIDS in the World

assist is the fast becoming and the worst human disease disaster the world has ever seen. It is clear that in the next ten to xv classs, AIDS will claim more than lives than any other epidemic. As a matter of fact, every year and a half, it claims more human lives than the Holocaust. nothing can be comp bed to the drag that AIDS has caused to human life.There is just no human suffering and devastation as worst as it is. In the year 2002, at that place have already been 28 million recorded deaths due to AIDS and that is completely the paltry beginning. The United Nations Security Council has labeled AIDS as a global security threat.According to UN Secretary General Kofi Annan, terrorism is not the most serious problem faced by the world today, but the AIDS epidemic. It is more than anything else destabilizing the entire planet (Hunter 2003).History of AIDSThe Acquired Immune Deficiency Syndrome or commonly known as AIDS was first observed in 1981. When it was first observed, it gained puny attention as an infectious disease among experts. Accordingly, the first report was by Dr. Michael Gottlieb from the University of California Los Angeles. It was nothing from the AIDS that we know today. He set forth it as a rargon form of pneumonia among homosexual men.At the like time, there were also other reports referring to the same disease saying it was a rare kind of cancer (Conner et al 2007). Furthermore, the most mainstream case would be what happened in the Centers for Disease Control and Prevention where they publish an article entitled Morbidity and Mortality Weekly Report.In this article, experts described the case reports of five young men at three different hospitals in Los Angeles. All five of them were sexually active and gay. Also, all five of them are suffering from a lung disease.Furthermore, there were also case reports on 26 young homosexual men from New York and California that were diagnosed with Kaposi Sarcoma that was on the extreme level accompanied with skin and mucous membrane lesion.It is observed that most of the victims were homosexual men so scientists asked what practices the homosexual community is engaged in that made them tweet the disease. They postulate that a drug called amyl nitrate used by homosexuals to increase sexual pleasure may be the culprit.There is also a theory that there are certain organisms in the homosexual body that caused the disease. By 1983, aside from the United States, there were already 16 countries that reported AIDS cases alongside more than 1000 Americans that were positively diagnosed (Weeks and Alcamo 2006).This situation is often compared to that of the story of the six cunning men and the elephants that is familiar to all of us as children. The elephant was the disease and the six blind men were the scientists and doctors that were grappling with its emergence.They still do not have a clear idea what AIDS is, so they were treating the epidemic piecemeal. What physicians ob served was that patients tolerant system was literally suppressed but they do not have any idea it was the very cause of the disease. Before 1984, the situation worsened.There were no clear definition for AIDS, no test available to affirm the diagnosis, and certainly no cure was in sight (Weeks and Alcamo 2006).Despite the pessimisms among the people, researchers were beginning to unravel the mysteries of the disease that in short they call AIDS. The observed symptoms were then later on labeled as AIDS or Acquired Immune Deficiency Syndrome mainly because the symptoms were consistent with damage to the immune system among healthy people.Furthermore, it was also learned that the disease was not congenital nor was it inherited but acquired from an infection of a virus. As of the present, the disease has become a prominent fixture in everyday language as its common name AIDS (Conner et al 2007).Basic research on AIDS was primarily do in the United States by two of the leading govern mental institutions the Centers for Disease Control (CDC) and the National Institute of Health (NIH). There were also studies conducted in westerly Europe by Pasteur Institute.The Pasteur Institute was famous for their specialization in virology because it started out as center to combat rabies, the most horrible of all viral diseases. anterior to this, scientists in this institute has also d iodine other viral discoveries such as that of Constantin Levadati who discovered the polio virus, Amedee Morrel who studied animal onco-viruses, and Felix dHerelle who discovered bacteriophage.They are part of the team who had will soon develop the field of molecular biology and soon understand the biological strategy of the AIDS virus (Grmek et al 1993).The Pasteur virologists first encountered AIDS during a controversy about the Institutes production of hepatitis-B vaccine. The process required a massive amount of human plasma. In 1981, they purchased around 2, 500 liters of plasma from th e United States blood banks.A third of these were mixed to European plasma in order for them to prepare vaccine. When the product was tested to the chimpanzees, wholeness of them developed hepatitis, and another died out of arbovirus infection (Grmek et al 1993).In September 1982, Jacques Leibowitch, a physician working at the Raymond Poincare Hospital in Paris had been persuade that AIDS is caused by an exotic virus of African origin that affected T4-cells transmitted by blood.The description of the virus was similar to that of HTLV retrovirus. He gave a seminar at Cochin hospital and informed the French task force about it. The French Task Force was pretty much convinced that the retrovirus might be the probable cause of AIDS. They were also persuaded that it could be transmitted through blood (Grmek et al 1993).Other scientists believe the agent came from a virus that causes African swine fever since the same virus can result to immune suppression of pigs. Others believed that it was cause by a slow virus, one that is multiplying at an extreme low rate that it only affects and manifests itself in the body after a few years.Another group believes that the agent is a vital escapee from a genetic engineering laboratory. There was also surmise that says that it came from a failed biological war against Cuba (Grmek et al 1993).In the United States, the group of Robert C. Gallo identified a virus in the blood of 48 patients with virus. They named the virus HTVL-III. They have print their works on the Science. In a few months that followed, there has already been a rivalry between the American and French experts each claiming that they were the first one who isolated the virus.They contested that they should be one wholl receive international awards, research grants, and millions and billions of dollar patent rights. Until, they have settled after some time that the virus that they have been examining were of the same type. The United States for its part have a