Backwell IXL Company Analysis

Unethical Ads Due to the Introduction of Reference Ads

Unethical Ads Due to the Introduction of Reference Ads Free Online Research Papers Introduction One of the most important contributors to the success of consumer products is advertisements and the perception that these ads create in people’s minds. People are exposed more to television ads and hence are more influenced by them. This influence is known and hence well taken advantage of by advertisers. They tend to drum a message into the consumer’s mind to manipulate their acceptance of the product. Study says that if a message is drummed into us enough, whether consciously or unconsciously, it is likely to have an effect (J.E.Gratz The Ethics of Sublimal Communication). Does this indicate that consumers remember every ad they see, or atleast the ones that have had an impact? Study also suggests that people tend to take ads personally and subconsciously rate them as good or bad on the basis of many parameters. Infact the public’s views towards advertisements are copiously negative (e.g., Bauer and Greyser 1968, Mittal 1994). Negative information is also more diagnostic than positive information, meaning the consumers put greater weight on it in their brand judgments (Ahluwalia, Burnkrant, and Unnava, 2001). This therefore says that consumers tend to remember the effect of a negative ad. On the other hand studies suggest that consumers have less retention power when it comes to advertisements. When there is time difference between two ads and the time interval in laced with other learning (other ads) then the consumer’s recollection of the first ad is inhibited (e.g., Raymond R Burke and Thomas Skrull Competitive Interference and Consumer Memory for advertising; Melton and Irwin, 1940). Is it therefore possible that the perception of an ad changes when the ad is compared with another ad, especially a ‘negative’ one? Does the introduction of a reference ad change the perception about an ad that was erstwhile perceived to be negative, into a lesser negative one, or, maybe even, positive? A reference ad can be defined as any ad in relation to which other ads are seen. (Contextual effects of reference pricing in retail advertising- Abhjit Biswas and Edward A Blair). This research has been conducted to understand the change in the perception of unethical ads because of an introduction of a reference point. A simple way of checking this is to note the initial perception of an unethical ad and then take a second rating of the same when shown against another unethical ad (determined by the ratings of the control group) and compare the two to see if there is any change. This will show very clearly that the perception about an ad changes when the reference point has been introduced. What also needs to be checked is if there is any other factor contributing to this change in perception. Factors such as gender, (Females perceptions of offensive advertising: The importance of Values, expectations and control – Timothy P Christy) etc. may influence the perception of an ad but not the change in perception. This has been taken into account by having equal representation in the sample at every level. If our hypothesis is proven right, then this study will enable ad-makers to understand how to position their ad along with those of their competitors’ or other products’, such that the perception of consumers towards their ad is more tolerant when compared with the competitor’s ad especially when the decision is based on towing the fine line between humour and vulgarity. Methodology The research started out with the selection of five unethical advertisements. They have been determined to be unethical based on a previous study conducted by Dwane Hal Dean in ‘After the Unethical Ad – A comparison of Advertiser Response Strategies’ ‘†¦There is a large body of literature on advertising ethics. Among other topics, papers have addressed the ethicality of political attack ads, the use of sexual appeals in print advertising, the use of fear appeals in advertising, lottery advertising, the use of questionable environmental claims to sell products, the use of reference prices in advertising, the uses of cookies and spamming in electronic media, advertising that targets children, advertising that stereotypes minorities and alcohol advertising that specifically targets low income minority populations.’ Hence we selected five advertisements depicting sexually explicit scenes, brand wars, over-hyping of the product, The ads also were: 1. Well known brands available in India too 2. Ads with unethical connotations; unethical per the standards defined in the research paper cited earlier 3. Brands that are relevant to our sample – youth 4. Brands that are leaders in their respective segments The sample size has been determined as follows: D =  ± 0.5, ï  ³ = 3.5, z = 1.96 (Confidence interval of 95%; Precision and reliability (acceptable confidence level) required: D =  ± 0.5) n = 190(approx) Determination of ï  ³ Estimating Variances for Rating Scales used in marketing research Source: â€Å"Sample Size Tables for Significance Tests,† Research on Research 45 (Chicago: Market Facts Inc. , undated) Number of Scale Points Typical Range of Variances 3 .67 4 1.0 5 1.8 6 2.5 7 3.5 8 4.0 9 5.0 10 6.0 The sample includes MBA students in the age group of 21 – 24 yrs Research Design This research involves testing the difference in scores when a respondent is shown the ad individually and in comparison with another. Hence we would need two groups, one experimental and one control. The research design being used is Posttest-Only Control Group Design EG: R X O1 CG: R X O2 The treatment effect is thus obtained by: TE = O1 – O2 Pretest The pretest was conducted on a sample of 50 students. Five groups of ten students were shown five ads determined unethical as per the research stated earlier. Ratings were on a semantic differential scale of 1 – 7 with 1 being Unethical and 7 being Ethical. In our differential scale, throughout the study, we have used 1 as Unethical and 7 as Ethical as this would eliminate the interviewer’s intention of wanting the scores to tend towards Unethical (if it is placed on the right side as against the general tendency to have a negative on the left side and a positive on the right). On the basis of this data the following scores were obtained: Advertisements Ratings (sum of ratings of each group) Fair and Lovely Pepsi Microsoft Levis Pepsi It is evident from this that Fair Lovely, Pepsi and Microsoft were voted as the three most unethical ads. Further study was done on the basis of these three ads. Control Group Three control groups with 20 students each were randomly selected and shown the three ads separately and asked to rate them on the semantic differential scale mentioned earlier. They were shown the ad in a closed room, with no other intervention. The ads were shown once and the respondents were asked to rate it. The mean score of the ratings given by each control group is as below: Control Group Advertisement Mean score 1. Microsoft 3.5 2. Pepsi 3.45 3. Fair Lovely 3.65 Experimental Group The experiment group consisted of 20 students each and six such experiments were conducted. Students shown two ads and their ratings for the same were noted on a single data sheet on the differential scale mentioned earlier. There was no break between the ads and the respondents did not rate each ad separately. They were specifically instructed to rate both the ads together after seeing both the ads. No other instructions were given to them. Here the first ad shown becomes the reference point for the second ad. The intent is to compare the scores of the second ad thus tested with the scores received for the same by its control group. The mean score of the new ratings thus developed is as below: Reference ad Second ad in the control group Microsoft Pepsi Fair Lovely Microsoft 4.35* 4.15 Pepsi 3.45 4 Fair Lovely 3.95 3.6 * Interpretation of score: The Microsoft ad got a mean score of 4.35 when it was shown after the Pepsi ad. The Pepsi ad is the reference point for the Microsoft ad. Analysis Our hypothesis is as follows: H0:  µ1 =  µ2 The means of both the samples (control group and experimental group) are the same. There has been no impact of the reference ad HA:  µ1 ≠   µ2 The means of both the samples are not equal. The reference ad has had an impact A simple comparison of means show the following information: Microsoft Ad: Case Processing Summary Cases Included Excluded Total N Percent N Percent N Percent cg_exp_microsoft * seen_notseen_refad_microsoft_group 60 100.0% 0 .0% 60 100.0% Report cg_exp_microsoft seen_notseen_refad_microsoft_group Mean N Std. Deviation not seen 3.50 20 1.469 seen pepsi 4.35 20 1.899 seen fair 4.35 20 1.496 Total 4.07 60 1.656 Pepsi Ad: Case Processing Summary Cases Included Excluded Total N Percent N Percent N Percent cg_exp_pepsi * seen_notseen_refad_pepsi_group 60 100.0% 0 .0% 60 100.0% Report cg_exp_pepsi seen_notseen_refad_pepsi_group Mean N Std. Deviation not seen 3.45 20 2.012 seen micro 3.45 20 1.849 seen fair 3.60 20 1.957 Total 3.50 60 1.909 Fair Lovely Ad: Case Processing Summary Cases Included Excluded Total N Percent N Percent N Percent cg_exp_fair * seen_notseen_refad_fair_group 60 100.0% 0 .0% 60 100.0% Report cg_exp_fair seen_notseen_refad_fair_group Mean N Std. Deviation not seen 3.65 20 1.981 seen pepsi 3.60 20 1.392 seen micro 3.95 20 1.731 Total 3.73 60 1.696 There is an apparent difference in the means of the scores of the control groups and the experimental groups. This could mean that the ethical perception of the ads in the minds of the consumers. However this does not prove that the change in perception has been due to the introduction of another unethical ad. There is no explanation of the relation with the reference ad. To understand this further we did an ANOVA. On conducting an ANOVA test these were the results obtained: Microsoft Ad: ANOVA cg_exp_microsoft Sum of Squares df Mean Square F Sig. Between Groups 9.633 2 4.817 1.805 .174 Within Groups 152.100 57 2.668 Total 161.733 59 Pepsi Ad: ANOVA cg_exp_pepsi Sum of Squares df Mean Square F Sig. Between Groups .300 2 .150 .040 .961 Within Groups 214.700 57 3.767 Total 215.000 59 Fair Lovely Ad: ANOVA cg_exp_fair Sum of Squares df Mean Square F Sig. Between Groups 1.433 2 .717 .243 .785 Within Groups 168.300 57 2.953 Total 169.733 59 Our significance level p is .05 and here in all the three cases, the significance is greater than p. Hence we will not reject H0 Therefore the conclusion is that there has been no impact of the reference ad on the perception of another ad. Conclusion Our study has proved that there is no relation between the perceptions of two ads on the consumer’s mind. The ethical perception of one ad does not alter the ethical perception of another ad which would have erstwhile been thought to be equally or more unethical. Our study said that Negative information is also more diagnostic than positive information, meaning the consumers put greater weight on it in their brand judgments (Ahluwalia, Burnkrant, and Unnava, 2001). Here it is apparent that an unethical ad is rated as negative by the consumer. They may even remember the ad, but the depiction of a more unethical ad does not make the former ad positive. The negative impact or perception of an ad remains. We attribute this lack of change in ethical perception of an ad even with the change in reference point to the fact that an unethical ad, no matter how slight or grave it is, is not compared to another one. Once the consumer/viewer mentally rates the ad as unethical, nothing can change his perception of the same. Hence it would be wiser for an ad-maker to refrain from offending the sentiments of his viewers, in the pretext of being humourous or different. This survey was conducted on the youth, who are generally perceived to be more tolerant or accepting towards ethical/unethical issues in ads. If their perception of an unethical ad remains unchanged by another ad then it strongly points out the fact that ethics or values that people hold dear cannot be manipulated by ad-makers or marketers. References J.E.Gratz The Ethics of Sublimal Communication Bauer and Greyser 1968, Mittal 1994 Ahluwalia, Burnkrant, and Unnava, 2001 Raymond R Burke and Thomas Skrull Competitive Interference and Consumer Memory for advertising Melton and Irwin, 1940 Contextual effects of reference pricing in retail advertising- Abhjit Biswas and Edward A Blair Ethics In Advertising Ideological Correlates Of Consumer Perceptions – Debbie Treise, Michael F Weigold, Jenneane Conna and Heather Garrison The Influence of Positive Moods on Brand extension Evaluations – Michael Barone, Paul W Miniard, Jean B Romeo An Examination of Consumer’s Perceptions of Purpose and Content of Corrective Advertising – George E Belch, Michael E Belch, Robert B. Settle and Lisa M D Lucchi Being ‘Effective’ in Branding?  ¬Ã¢â‚¬â€œ Adrian Zambardino, Ogilvy Advertising, UK and John Goodfellow, London Metropolitan University, UK Consumer Perceptions of Promotional Activity – Aradhna Krishna, Imran S Currim and Robert W Shoemaker The Influence and Context of College students’ Perceptions of Advertising Offensiveness – Timothy P Christy, University of Oregon, Eugene OR Eric Haley, University of Tennessee, Knoxville, TN Research Papers on Unethical Ads Due to the Introduction of Reference AdsResearch Process Part OneMarketing of Lifeboy Soap A Unilever ProductRelationship between Media Coverage and Social andAnalysis Of A Cosmetics AdvertisementMoral and Ethical Issues in Hiring New EmployeesIncorporating Risk and Uncertainty Factor in CapitalThe Relationship Between Delinquency and Drug UseEffects of Television Violence on ChildrenPETSTEL analysis of IndiaAnalysis of Ebay Expanding into Asia

Can be compared financial performances in different accounting Thesis

Can be compared financial performances in different accounting standards (Thai GAAP, UK GAAP, IFRS) - Thesis Example technology, the world today can be said to become a global village, where people around the world have become connected and integrated by the click of the computer. Besides, the number of multinational companies, foreign investors and finances from abroad invested in different countries has increased significantly. As a result of these, they face problems arising from different accounting standards. It should have been a good thing if financial performance of companies from different countries could be compared even if accounting information was presented using different accounting standards. In this way, financial information can be said to have met one of the key qualities, or characteristics, which is â€Å"Comparability†. It should be noted here that, the objective of financial statements can be said to be â€Å"to provide information about the financial position, performance and changes in financial position of an enterprise that is useful to a wide range of users in making economic decisions† (paragraph 12).1 To be able to meet the said objectives, this research will use financial statement of three different companies involved in same line of business, but operating in three different countries to establish the financial performance of the three companies financial statements prepared under UK accounting standard (UK Generally Accepted Accounting Principles, UK GAAP), Thai accounting standard (Thai Generally Accepted Accounting Principles, Thai GAAP), and USA GAAP and make a comparison with the requirements of the International Financial Reporting standard (IFRS), which are accepted worldwide. The result of using different accounting standards may have an adverse effect on a company’ performance on the international scene in as much as investors are concerned. Some may still be in favour of a unique International accounting standard. Particular country accounting standards are still necessary because of; Shifting the accounting practice, will be consumed

Job Redesign and Workplace Reward Essay Example | Topics and Well Written Essays - 2500 words

Job Redesign and Workplace Reward - Essay Example It is prudent to note that companies go an extra mile to include value added packages for their employees to entice them to stay with the organization as long as they are productive and their skills are advantageous to the business (Lauby, 2005). Better job re-designed coupled with an efficient and well-designed reward system is critical in determining the success of the organization. There has been a trend in the corporate world by which organizations are transforming their business structures by ensuring their employees are more utilized by the firm while at the same time they become more productive by absorbing them from hourly workers into full-time salaried workers with more responsibilities and privileges. This is a motivation technique that seeks to incorporate the workers into the firm through extra duties aimed at making them feel more liable and responsible to the success of the organization. On the other hand, the business are reviewing their reward systems to include additional incentives and other packages that are aimed at motivating the workers to be more dedicated and productive in the organization (Hodgetts and Hegar, 2008). Significant amounts of resources have been directed to study both intrinsic and extrinsic motivation for the organization’s management to understand the relevant changes that they need to execute to ensure there is improved performance in their organizations while at the same time ensuring the workers are motivated and retained to enhance productivity. The work culture of the modern world is always a concern; firms are aiming at cutting down on their operational costs and as a result, most firms are opting for casual hourly workers at the expense of salaried employees. Research, however, indicates that hourly employees have a high sense of extrinsic motivation but less intrinsic motivation because they obliged to perform or because of the rewards and incentives they are to receive at the end. For this

Analysis of Apple iPad Essay Example | Topics and Well Written Essays - 250 words

Analysis of Apple iPad - Essay Example In simple words, it is not for everyone, and you cannot justify its need based on its usage or applications. The device is in-between a computer and a cell phone, which is exactly what it is; neither a computer nor a cell phone. The computing is powerful enough, but the size and weight prove to be a discomfort, especially with extended usage. There are a lot of software problems with the device, with applications getting stuck, and not giving the desired results and displays. The price of the device is another drawback, and with a high cost as that, it is a matter of purely personal choice rather than necessity. This review is different and more persuasive from the one Topolsky wrote on Engadget (2010) because it is more realistic and submits the true experience and problems related with iPad rather than merely singing its praises, which is what Topolsky’s review mostly is. It seems the writer was in awe of the company products, and so was biased about the quality and the desirability of the device. This review, on the other hand, is more unbiased and factual and leaves the reader at a stage where he or she can make their own decision about the purchase and usage of the product. It is not so heavily influenced by the company’s aura, as is Topolsky’s review, and makes use of logos and ethos rather than pathos to appeal to the customer, unlike the former  review.

Advantages and Disadvantages of Computer Technology

Advantages and Disadvantages of Computer Technology Introduction:   Nowadays, computer technology is used in a variety of different ways for everyday life. This has become every bodys necessity whether they realise it or not. Everybody is using technology to some degree, let it be by setting an alarm clock or using a computerised self driving car. In everyday life, technology is used in education, industry, medical procedures, medical research, banking and business etc. In education, technology is used in researching information and many online learning courses (e-learning), technology is a necessity for people or children with disabilities e.g. might not be able to talk but learn how to use a computer and can communicate like everyone else. In relation to banking, e-banking transferring money from one account to another automatically, straight forward transactions no waiting/clearance period, and also people can see their account on line and check daily on account by using on-line services by a touch of a button. Throughout industries, computerised robots are used to assemble and test products instead of using manual labour. These robots are used to assemble products ten times faster than manual labour. In the advertising industry, many companies are becoming extinct because many people are advertising themselves by using Facebook, Done Deal and many other online services. In the medical field, the development of digital x-rays have saved a lot of time and has become interlinked with the other hospitals across the world in the research field for especially cancer patients, Alzheimers disease patients, doctors able to communicate by Skype etc and send information directly to help a patient straight away. Advantages of Computer Technology: Computer Technology helps to keep in contact with our family and re-connect with old friends or make new friends by using any services such as Facebook, Viber, WhatsApp, Skype and many more. People are using online dating to socialise and connect with others also. Many people can use Google maps to direct them from place to place instead of using the paperback version of maps. People can have a healthier lifestyle as many programs are issued online, such as diet and exercise programmes. In the medical field, robots are used to perform key-hole surgery on patients. This means the person is less open to infection, a quicker recovery time and hospital bed management systems have a leaner system in place (patient is less days in hospital). The majority of shopping nowadays is completed online. For example from groceries to buying a car. This all can be done by computer technology. Disadvantages of Computer Technology: Computer Technology has a massive impact on our private and public lives by using many social media sites such as Facebook, Instagram etc. With these types of sites, many people can be tracked through the location on their phone and this can be very dangerous. There is a wide variety of games that is available online. This has such an impact on the youth of today as it has caused a massive reduction in children reading books and playing sports. Many people cant socialise with one another as they feel the need to be on their phone either playing games or social media sites. In industry, computer technology is used by developing robots to assemble products in a short amount of time. This has led to unemployment as manual labour is kept to a minimum due to the robots being able to assemble products at a much faster speed than humans. In the medical field if computers break down and documents werent saved properly files can be lost, and also if malfunction with robotic machines that are operated by surgeons if not working properly, there will be delays in operating procedures, schedules will have longer waiting list. Computer Technology impacts our public and private life: Computer Technology has a massive impact in our public and private life. In relation to our public life businesses have gained a massive advantage in expanding and updating their company by using Computer Technology. Instead of posting letters to clients or other business people and waiting a day for the delivery, technology has invented the use of emails, faxing and video calls which is sent immediately. A lot of business people dont attend many meetings these days. They use video calling for important conferences. This reduces time and pressure on these people in travelling from one end of the country to the next. This software has developed programmes such as Microsoft and Excel. It is a way to set up rosters for employees and sort out accounts but there is a disadvantage with this. The invention of this has a big impact on people nowadays. Peoples vocabulary and math has demolished greatly by using these programmes. They can automatically calculate figures and check spelling by a click of a button compared to having to use calculators and exceptional vocabulary to write letters and complete accounts. All finances can be sorted online nowadays. This helps you check your account balance and transactions immediately instead of going to your local branch and queuing.   The difficult impact this has on people is that there is a lot of people that can hack into accounts; therefore people must set up correct security on their accounts to avoid this from happening. Entertainment can be seen through technology not only on the television. For example, the news from around the world, whether and it shows whether bank shares have increased or decreased for business people to see. Social media sites have been developed such as LinkedIn which is a great invention nowadays for people looking for employment and even employers seeking new and skilful employees for their company. In relation to our private life, technology is a great way to stay in contact with family members that may be aboard or old school mates by using Skype or other social media sites such as Facebook. Many people dont tend to socialise as much as they did. They use many social media sites and online dating to socialise with people. Technology is a great way that saves time and energy in relation to booking a holiday. Instead of standing in a queue and waiting to book flights or checking in luggage etc, this can be all completed online. Current development of computer technology in relation to healthcare: Computer technology is a basic essential in hospitals, nursing homes and home care environments; everything is computerised and electronically done so therefore everyone has to have general knowledge and understanding of computers starting with doctors, nurses, management, supervisors and healthcare assistants. The current development of computer technology in health care is that patient diagnosis and treatments is more efficient and no delays, this could save a persons life.   Doctors are able to connect with other Doctors in connection with second opinions and past and current findings on treatments, side effects etc.   Technology also helps the patient to understand what a doctor is explaining to them, so the patient can use the internet themselves and completing the physio therapy by using internet everyday for daily exercises. Everything is computerised so therefore bed management in hospitals and nursing homes have systems in place to let doctors, nurse managers etc   know how many bed are free for new patients care.  Ã‚   Systems are in place to make the hospital or nursing home aware of availability as healthcare is also a business so it is lean practising. Doctors use technology for all digital scanning systems e.g. MRI, Cat-Scan, X-Ray etc.   Doctors use computerised robots to perform surgeries and can get access information from hospitals and doctors across the world for reference. A Healthcare assistant will use technology so therefore to have a basic training is essential, because from using an electric hoist, electronic wheel chair, computerised sterilisation methods, in-house emailing system/shuttle systems for medication to be transported, accessing files for care plan, writing your journal notes, rosters of work and also helping a patient with their laptop, computer or television so that they can use it, this can relax the patient and help with the healing process. Legislations that should be aware of: Everybody should be aware of the different legislations that are in place. They are in place in order to protect individuals safety in a workplace or public or private life. One of our legislations are Safety, Health and Welfare at Work Act 2005, this outlines the duties of the employer and the employees that must be foreseen throughout working hours. Data protection Act 1988 and 2003 this act ensures personal data information is kept private and secure, accurate and up-to-date with records. Freedom of Information Acts 1998 and 2003 allows members of the public to have a legal right to see information held by certain bodies and everyone has a legal right to see anything they wish. Defamation Act 2009 is an act to protect any persons good name, if they are innocent and wrongfully exposed and their reputation could be damaged from false statements. Conclusion: By completing this assignment I have learned that I am more aware of computer technology and how it plays a massive role in both public and private life. Nowadays in the 21st century, we rely a lot on computer technology. Many people put a lot of their private life on the internet which leaves it open for other people to see which can result in robbery, people been very vulnerable and loss of communication as computers have taken over their lives. This is shown children for the future that there will be a major lack of communication skills and physical interaction with other individuals. Word count 1400

A View From The Bridge :: English Literature

A View From The Bridge Arthur Miller clearly uses different aspects of his play â€Å"A view from the bridge† to create dramatic tension. His central character Eddie is the person around who has a great deal of conflict revolving around him. He creates a lot of tensions and each scene of conflict becomes stronger than one before. He lives with his wife and her niece Catherine. Eddie is very protective of Catherine and wants her to get a good education. He also seems to be in love with Catherine but refuses to face this fact at any stage in the play even when Beatrice, his wife, points it out to him clearly. We also witness Eddie’s verbal conflict with all the characters at some point throughout the play. Other aspect is how the other characters feel concerned about him. There is a scene of unease as we see how Catherine and Beatrice are unsure about how he will react when he is told about Catherine’s job. As we understand Catherine is deeply influenced by Eddie and does everything he wants and Beatrice warns her not to act like a child in front of Eddie. The introduction of two foreign characters from Italy( Marco and Rodolpho) to this working class environment of New York creates a good deal of the conflict and tension in the play. Rodolpho is not married, good looking, lively and able to gain interest easily, in fact Catherine seems to have been immediately attracted to him. He dreams of being rich and returning to Italy with a monocycle. So Catherine falls in love with him and as soon as they begin to date Eddie gets very annoyed, as he is very possessive. He objects to the relationships between Catherine and Rodolpho because he is secretly but very jealous. Tension increases in Act One as Catherine boasts to Eddie that Rodolpho has been to Africa. Eddie and Marco describe their travels on fishing boats and Beatrice asks why they have to go out on boats to fish so Marco tells her that the only fish she will catch from the beach are sardines. Audience see that Catherine and Beatrice contemplate about the thought of sardines in the ocean. Catherine thinks the idea of sardines in the ocean is as strange as oranges on a tree. Eddie agrees with Catherine and makes weird announcement saying that he heard about painting oranges to make them look orange because they grew green on the tree. It sounds understandable for us that Rodolpho disagrees with Eddie's thoughts about the oranges and Beatrice feeling some kind of conflict coming up quickly diverts it by

Memories are life Essay

â€Å"The only real treasure is in your head. Memories are better than diamonds and nobody can steal them from you† by Rodman Philbrick, The Last Book in the Universe. If we think about what life is made up, we can say that memories build life. We save all the important and happy events that occurred in our lives as well as the most sad and worst moments. It is said that the brain is the most powerful part of humans, but as part of the brain, memory is an essential piece of it. As I mentioned before, memories build life, each day we put on practice what we have learned and live. I believe that in life we don’t have anything secure but our memories, once we die we don’t take anything we have right now. When we remember happy moments we have live, it’s like re-living them again and feeling the joy we felt at the moment. I decided to choose the memory as the topic of my Psychology class essay because from a while ago I started to have issues with my memory. At first I thought it was because of the problems that I was going through at the time, and also preparing for college. Time passed and I still was having trouble with remembering stuff, I came to think it was a hereditary health problem because my dad and grandmother never remember something. I feel frustrated because without a memory is like we never have lived, we constantly live through memories. Remembering what we have gone through and manage to take a positive attitude even if the memory brings us negative feelings. In this essay I will cover specific topics about the memory which is â€Å"the retention of information or experience over time as the result of three key processes: encoding, storage, and retrieval†, according to Laura A. King in  Experience Psychology. Throughout the essay I will discuss the basic memory process, also I will talk about the different stages of memory as well as the different types of memory, along with the explanations of when the memory fails (forgetting). In my opinion these three subjects are very essential part to understand how the memory works and find the explanation of why we forget things, which is my case. But also relate these topics to our daily lives. To begin with, I will explain the process of memory so later on I can discuss the different possibilities of why we forget. The first step in the process of memory is called encoding which is the processing information into memory accordingly to a Sparknotes article, Memory. For instance, we might remember where we ate in the morning even if we didn’t try remembering it but in the contrary it is possible that we are going to be able to remember the material in textbooks we covered during elementary school, high school or even more recent in college. It is stated that in the process of memory encoding, we have to pay attention to the information so we can later recall all the information. In the content of Memory, the second step in memory process is storage, the retention of information over time and how this information is represented in memory (King). In this process is often use the Atkinson-Shiffrin theory that is made up of three separate systems: sensory memory- time frames of a fraction of a second to several seconds, short-term memory- time frames up to 30 seconds and long-term memory- time frames up to life time (King). The third and last step of this course is memory retrieval, the process of information getting out of storage. Likewise, I will explain the first stage of memory called sensory memory or immediate memory. As stated in Experience Psychology, the sensory memory holds information from the world in its original sensory form for only an instant, not much longer that a brief time. In this stage of memory the â€Å"five† senses are used to hold the information accurately. In Sensory Memory by Luke Mastin, the stimulus that is detected by our senses has two options, it can either be ignored meaning it would go away at the instance or it can be perceived staying in our memory. As I mentioned before, our senses are being used in the sensory memory stage and have their specific name for example when we perceived the information through our vision it is called  iconic memory also referred as visual sensory memory. The iconic memory holds an image only for about  ¼ of a second. Not only but also, we also have the echoic memory which refers to auditory sensory memory, this function is in charge to hold part of what we listen/hear. For instance, when the professor is dictating a subject, we are trying to write fast so we can hold on all the information given at the moment and not forget what the professor said. Another stage of memory is called the short-term memory (STM), according to a web article Short-Term Memory, of Luke Bastin, the short-term memory is responsible for storing information temporarily and determining if it will be dismissed or transferred on to our third stage called long-term memory. Short-term memory sometimes is associated with working memory, which is a newer concept that the British psychologist Alan Baddeley came up with. Although working memory emphasizes in the brain’s manipulation and how it collects information so we can easily make decisions as well solve problems and mostly understand the information. It said that the working memory is not as passive as the short-term memory but both have limited capacity to retained information. Additionally to this stage, we have the fi nding of George Miller which wrote in his book called The Magical Number Seven, Plus or Minus Two. In this book Miller talks about two different situations. The first kind of situation is called absolute judgment which states that a person should correctly differentiate between very similar items such as shades of green and high/low-pitched tones. The second situation states that a person must recall items presented in a sequence, meaning that a person must retain certain number of chunks in their short-term memory. King also mentions that to improve short-term memory we consider two ways of doing it, chunking and rehearsal. According to King, chunking involves grouping or packing information that exceeds the 7  ± 2 memory span into higher-order units that can be remembered as single units. For example, when the professor is dictating a list of things like: cold, water, oxygen, air, rain and snow, we are likely able to recall all words or even better all six words instead of having a list like: S IXFL AGSG REATA MERI CA. When we have a list like that it will be harder to remember it because none of the six chunk words make sense, but if we re-chunk the letters we get â€Å"Six Flags Great America†, and that way we have better chance to remember it. The second way to improve our short-term memory is by  rehearsal, ac tually there are two types of rehearsal, maintenance rehearsal and elaborative rehearsal. Maintenance rehearsal is the repeating of things over and over; usually we use this type of rehearsal. In the other hand, we have the elaborative rehearsal which is the organizing, thinking about, and linking new material to existing memories. Continuing with the stages of memory, now I will talk about the third stage which is the long-term memory. In the article, What Is Long-Term Memory? by Kendra Cherry, long-term memory (LTM) refers to the continuing storage of information. In difference of the other two stages of memory, LTM memories can last for a couple of days to as long as many years. LTM is divided into types of memory, declarative (explicit) memory and procedural (implicit) memory. Later on I will explain in detail what are these two types of memory. Now that I have gone through the three stages of memory which are sensory memory, short-term memory and long-term memory, I will discuss the different types of memory. The different types of memory rely on the long-term memory section, the first type of memory that I will talk about is explicit memory also known as declarative memory. This type of memory â€Å"is the conscious recollection of information, such as specific facts and events and, at least in humans, i nformation that can be verbally communicated† (Tulving 1989, 2000). Some examples when we use our explicit memory is when we try to remember our phone number, writing a research paper or recalling what time and date is our appointment with our doctor. It said that this process type of memory is one of the most used in our daily lives, as we constant remember the tasks that we have to do in our day. In another article by Kendra Cherry called Implicit and Explicit Memory, Two Types of Long-Term Memory, informs us about two major subtypes that falls into the explicit memory. One is called episodic memories which are memories of specific episodes of our life such as our high school graduation, our first date, our senior prom and so on. The second subsystem of explicit memory is the semantic memory; this type of memory is in charge to recall specific factual information like names, ideas, seasons, days of the month, dates, etc. I can easily remember my quienceaà ±era party, it was May 24, 2008, at this exact moment I can recall what was the first thing I did when I woke up that and also what I did before sleeping but there are episodes on that day that I’m not able to remember. Moreover, I will discuss the second type of memory which is  implicit memory. Stated by King, implicit memory is the memory which behavior is affected by prior experience without a conscious recollection of that experience, in other words things we remember and do without thinking about them. Some examples of our implicit memories are driving a car, typing on a keyboard, brushing our teeth, and singing a familiar song. Within the implicit memory we have three subtypes; the first one is the procedural memory that according to King is a type of implicit memory process that involves memory for skills. The procedural memory process basically is the main base of the implicit memory, since all of us unconsciously do many things throughout the day, like I mentioned before driving a car or simply dress ourselves to go to school, work or wherever we have to go. The other substype of implicit memory is the classical conditioning which involves learning a new behavior via the process of association, it is said that two stimuli are linked together to produce a new learned response. For instance, phobias are a classical conditioning as the Little Albert Experiment result was. I personally I’m more than afraid to spiders, in other words my phobia is called arachnophobia which can be control and learn to overcome the fear and anxiety it gives me every time I see a spider or even think about a spider. The last subsystem of the implicit memory process is the priming, Kings states that priming is the activation of information that people already have in storage to help them remember new information better and faster. Priming it is sometimes called recognition memory; an example of priming is when little kids are learning colors, they associate two things such as apple and color red. To learn the red color they will remember the apple and it w ould be easier for them. Furthermore, I will talk about what I think is the most important part of my essay that is forgetting. As I said at beginning of my essay I have experienced difficulties with my memory, I forget simple things. For instance, in daily bases my mom gives me a message to give my dad or sisters or just asks me to do something for her, I say yes I will do it but later on I totally forget. Before taking this class, I believe that the reason I forget things, it is because I’m distracted at the time and didn’t paid attention so that’s why later I’m not able to remember it. Now that I have taken the class and researched the topic I found reasons of why we forget things, one reason is the retrieval failure, that is the failure process of  accessing stored memories. It is what we do when we have exams; we try to remember what we have learned/study and we just don’t remember anything. Within the retrieval failure we have what is called interference theory, it is the theory that people forget not because memories are lost from storage but because other informati on gets in the way of what they want to remember (King). There are two kinds of interference that can be a possible reason of forgetting, are is called proactive and retroactive. In the proactive interference occurs when the current information is lost because it is mixed up with previously learned, similar information. This happens to me when I try to study two different subjects right after another, I get confused about both subjects and sometimes I even stop studying because I’m not able to focus and understand the material. The second type of retroactive interference is when the new information interferes with the old information memories, an example of it is when at jobs we learned a new task but forget older tasks. Moving forward, we have another possible cause of forgetting is called decay theory. In another article by Kendra Cherry, Explanations for Forgetting, Reason Why We Forget, decay theory is a memory trace that is created every time a new theory is formed. The only problem is that over time this trace disappears. The failure to store is also a possible reason that causes us to forget, this is because encoding failures sometimes prevent information from entering long-term memory (Cherry). In conclusion, I believe that one of the most essential part of the brain is our memory. We can have billions of dollars and buy anything we want but at the end the only thing we are taking of us is what we have live (memories). We need memories in our life not just to drive from A place to B place or to get the right answer to pass an exam but to remember who we are and what people we have by our side. To revive all the moments we encounter happiness and even sadness, â€Å"memory is a way of holding onto the things you love, the things you are, the things you never want to lose† from the television show The Wonder Year.

Air Pollution In Australia Essays - Fuel Gas, Energy Economics

Air Pollution In Australia Essays - Fuel Gas, Energy Economics Air Pollution In Australia 1. Identify current trends, scale and likely future sources of carbon monoxide, sulphur dioxide, nitrogen dioxide, lead, particles and photochemical oxidants..... AGA notes that considerable background material is already available on this issue including the State of the Environment Report and other processes being developed through the NEPC. It is important that reporting by the Inquiry take account of existing material. 2. Identify and evaluate management options for each of the identified pollutants, including options which address one or more pollutants together, which will lead to improved urban air quality in the medium (5-10 years) and longer (10-15 years) term. Alternative transport fuels It is widely recognized that use of gaseous transport fuels liquefied petroleum gas (LPG) and natural gas for vehicles (NGVs) can assist in improving urban air quality. In response to the Federal Government's development of a national Sustainable Energy Policy for Australia, the AGA, the Australian Liquefied Petroleum Gas Association and the Australasian Natural Gas Vehicles Council released a report in January 1997 titled Gaseous Transport Fuels Policy Development (copy attached). The submission indicates that motor vehicles account for over 80 percent of carbon monoxide, 45 percent of hydrocarbons and 67 percent of nitrogen dioxide emissions. It also notes that Australia's transport sector is a major contributor towards the energy sector's greenhouse gas emissions. Wider adoption of gaseous transport fuels would have substantial benefits in reduced carbon monoxide, nitrogen oxide, sulphur dioxide, lead and particulate emissions. Gaseous transport fuels also lead to reduced carbon dioxide emissions. A report prepared for the AGA (to be published as an AGA Research Paper) indicates that: NGV tailpipe emissions of carbon monoxide are between 49 and 99 percent lower than from gasoline vehicles; and new generation LPG systems can reduce oxides of nitrogen by 50 percent. The AGA believes that urban air quality would benefit from wider introduction of gaseous transport fuels. Urban transport vehicles based on LPG and NGV can lead to improvements in air quality in the medium and longer term. This includes use of LPG and NGV in trucks, light commercial vehicles, buses, taxis, business and government fleets and private cars. The Joint Industry Submission on Gaseous Transport Fuels emphasizes that Australia's gaseous transport fuels industry is still developing and that the industry and users need confidence in the maintenance of Federal petroleum product excise exemption policy, before making multimillion dollar infrastructure and conversion investments. The submission sets out other measures aimed at ensuring wider adoption of gaseous transport fuels. Appliance approvals Natural gas is expected to increase its share of the market in the residential, commercial and industrial sectors. The market opportunities have been analyzed in the Gas Industry Development Strategy 1995-2000, released by the AGA in November 1995 (copy attached). Much of this increased demand will be in urban areas. AGA's Environment Policy recognizes the role of appliance standards and Codes and includes a commitment to: maintain the environment as a high priority in the industry's own technical codes, standards and equipment approvals which include relevant performance, efficiency and energy labeling criteria in order to have continuous improvement in environmental performance meeting both government requirements and community expectations. The AGA Approval Schemes provide for the testing and approval of a range of residential, recreational, commercial and industrial appliances, to meet the standards of Codes prepared and published by the AGA. The Approval Scheme covers natural gas, towns gas and LPG and includes emission standards appropriate to the type of appliance concerned. 3. Are cognizant of the capacity of existing and proposed strategies and arrangements, at all levels of government, to reduce air pollution in the identified time frame; of Australia's longer term objectives in relation to greenhouse gas emissions, sustainable energy policy and international competitiveness; of the economic, social and environmental costs of urban air pollution and of any identified management options; and of the need to identify options which can be undertaken by governments, industry and the community. The Inquiry's terms of reference recognize the need to integrate environmental objectives with wider policy objectives including economic, greenhouse and sustainable energy policy. As part of the Gas Industry Development Strategy, the AGA commissioned an independent report on the economic and environmental contribution of the natural gas industry to the Australian economy. This research concluded that a growing natural gas industry contributes positively to both the economy and the environment. The report examined the implications of attaining the AGA growth goal (ie that the share of natural gas in Australia's primary energy consumption reaches 20 percent

Cosmetic Surgery

Cosmetic Surgery Free Online Research Papers Cosmetic Surgery is a subspecialty of medicine and surgery that uniquely restricts itself to the enhancement of appearance through surgical and medical techniques. It is specifically concerned with maintaining normal appearance, restoring it, or enhancing it beyond the average level toward some aesthetic ideal. Cosmetic Surgery is a multi-disciplinary and comprehensive approach directed to all areas of the head, neck and body. Special skill and knowledge are essential and specialists in Cosmetic Surgery are competent in the anatomy, physiology, pathology and basic sciences. The educational profile of this specialty is unique in that it begins with a fully trained and certified physician. Through continued post-residency education, training and experience, cosmetic surgery is taught and learned across traditional disciplinary boundaries. The subspecialty fully incorporates the participation and knowledge from all contributing disciplines to attain a high level of skill and understanding. Contributing disciplines include dermatology, facial plastic surgery, general surgery, plastic surgery, otolaryngology, oculoplastic surgery, oral-maxillofacial surgery and others. The Cosmetic Surgeon offers specialized expertise in patient education and counseling, procedural skills, and the early recognition and treatment of complications. As a specialty, Cosmetic Surgeons have enhanced the knowledge and training of fellow physicians and directly benefited society through educational publications, scientific journals and in the development of safe and innovative techniques. Competency in Cosmetic Surgery implies a combination of knowledge, surgical judgment, technical expertise and ethics in order to achieve the goal of providing aesthetic improvement. Special skill and knowledge are essential and specialists in Cosmetic Surgery are competent in the anatomy, physiology, pathology and basic sciences. The educational profile of this specialty is unique in that it begins with a fully trained and certified physician. Through continued post-residency education, training and experience, cosmetic surgery is taught and learned across traditional disciplinary boundaries. The subspecialty fully incorporates the participation and knowledge from all contributing disciplines to attain a high level of skill and understanding. Contributing disciplines include dermatology, facial plastic surgery, general surgery, plastic surgery, otolaryngology, oculoplastic surgery, oral-maxillofacial surgery and others. The Cosmetic Surgeon offers specialized expertise in patient education and counseling, procedural skills, and the early recognition and treatment of complications. As a specialty, Cosmetic Surgeons have enhanced the knowledge and training of fellow physicians and directly benefited society through educational publications, scientific journals and in the development of safe and innovative techniques. Competency in Cosmetic Surgery implies a combination of knowledge, surgical judgment, technical expertise and ethics in order to achieve the goal of providing aesthetic improvement. Common reconstructive surgeries are: breast reconstruction for women who have had a mastectomy, cleft lip and palate surgery, contracture surgery for burn survivors, and closing skin and mucosa defects after removal of tumors in the head and neck region. Sex reassignment surgery for transsexual people is another example of reconstructive surgery. Plastic surgeons have developed the use of microsurgery to transfer tissue for coverage of a defect when no local tissue is available. Tissue flaps comprised of skin, muscle, bone, fat or a combination, may be removed from the body, moved to another site on the body and reconnected to a blood supply by suturing arteries and veins as small as 1-2 mm in diameter. There is a definite gray area between reconstructive and cosmetic surgery. Many of the techniques of cosmetic surgery are utilized in reconstructive surgery to improve cosmesis. History of Plastic Surgery The history of plastic surgery began more than 4,000 years ago. Although reconstructive surgery was used in India in 800 BC, the history of plastic surgery moved very slowly for thousands of years, especially in European medicine. In the late 19th century the American medical community embraced reconstructive surgery and the history of plastic surgery in the United States began. The first major American surgeon to make his mark in the history of plastic surgery was Dr. John Peter Mettauer, who performed the first cleft palate operation in the North American history of plastic surgery in 1827 with instruments he designed himself. War played a huge role in the history of plastic surgery. World War I presented physicians with scores of severe facial wounds and burns, changing the history of plastic surgery. Modern weapons caused types and severity of injuries that were unprecedented in the history of plastic surgery. Some of the greatest medical talent devoted themselves fully both to exploring the history of plastic surgery and creating new techniques to treat men maimed by the war. Aesthetic surgery took its place in the history of plastic surgery at around this time, as surgeons fully realized the influence of appearances on individual success. The history of plastic surgery in America owes much to the American Society of Plastic and Reconstructive Surgeons (ASPRS). In the history of plastic surgery, no such organization for American plastic surgeons had existed prior to 1931. Important steps in American history of plastic surgery took place due to the work of this institution, such as recognition of the progress and history of plastic surgery by the American Board of Surgeons. ASPRS members created the first qualifying exam in the history of plastic surgery in the US, and a number of other organizations for promoting the future and history of plastic surgery sprang up in the years that followed. The modern, and more well-known, history of plastic surgery begins in the 1960s and 70s. Plastic surgeons were contributing to the history of plastic surgery in a number of areas, including a Surgeon General, and a Nobel Prize winner. The past few decades in the history of plastic surgery have brought enormous advances in treatment and awareness among the public. As the history of plastic surgery continues to be written, the ways to improve form and function will continue to expand. Reasons encouraging Plastic Surgery 1-Psychological Surgery A surgeons first impressions within an evaluation of a patient often prove most useful for gauging the suitability of a surgical procedure. The patients general appearance, demeanor, and behavior can also serve as indicators of a concealed psychic disturbance. Diagnostic acumen requires an awareness of subtle signs suggestive of potential problems, and the surgeon must practice intuitive observation of the patient at all times. Is the patients dress provocative and alluring? Does the patient retreat from physical contact or actively avoid eye contact? How is the patients affect and mood? Is the voice monotone or easily excitable? Surgeons can expect their patients to be nervous and self-conscious during consultation; however, such patients may need additional observance because nervousness may be an indicator of some emotional disturbance. Anxiety is common at the first meeting and can hamper retention, expression, and comprehension of the goals, benefits, and complications of surger y. Consider a follow-up visit for any patient with suspected emotional instability. Many different personality traits and behavioral clues exist. The categorizing of personalities does not imply an abnormality. In fact, the traits associated with certain personality types can be useful and adaptive because they allow the patients to tolerate anxiety, solve problems, and cope with a variety of lifes stresses. However, patients with some personality types are not well suited for cosmetic surgery; these personality types are categorized according to the Diagnostic and Statistical Manual of Mental Disorders, Fourth Edition (DSM-IV) as personality disorders. They include schizoid, paranoid, histrionic, and depressive personality disorders. Patients with these personality disorders deserve closer attention because the personality disorders are often associated with psychiatric complications, and the patients are unfit for cosmetic surgery. Schizoid personality disorder Individuals with schizoid personality disorder are described as being socially withdrawn, introverted, eccentric, and uncomfortable with others. Such patients often express vague reasons for wanting aesthetic surgery and are unable to supply precise goals for the procedure even after further questioning. The patient may request surgery because it would be better to look that way. Characteristically, these patients avoid eye contact, show little emotion, and have difficulty relaxing during consultation with the physician. They make few, if any, spontaneous comments, and they answer questions without elaboration. Paranoid personality disorder Paranoia refers to a pervasive and unwarranted skepticism of others. The individual with paranoid personality disorder is most commonly a young, unmarried male. The patient is often a loner and hypersensitive. Individuals with paranoid personality disorder are likely to have an unstable work history, to present themselves as innocent victims of unfairness, and to place blame on others. Patients with this disorder can appear tense, guarded, and secretive. Histrionic personality disorder Individuals with histrionic personality disorder are often excessively emotional and seek constant attention. They are colorful with labile and shallow emotional responses, from laughing easily to bursting into tears. These patients can use their fantastic displays of emotion and appearance to control others. They have an intense need for attention, and they seek it through their external appearance, about which they are excessively worried. During an interview, patients with histrionic personality disorder constantly seek reassurance, approval, or praise. They often have a style of speech that is highly impressionistic. For example, when the patient is asked to describe his or her mother, the answer may not be more specific than, She was a beautiful person. Depressive personality disorder Patients who have depressive personality disorder do not necessarily desire cosmetic surgery; rather, they may be prone to seek it believing that an enhanced physical appearance will improve their feelings about themselves. Body dysmorphic disorder Unlike different personality traits and normal concerns about ones appearance, the preoccupation with appearance in body dysmorphic disorder (BDD) is excessively time-consuming and associated with significant distress or impairment in social, occupational, or other areas of functioning. BDD is a psychiatric illness. The defect in appearance is either imagined or slight. The preoccupation is also not better accounted for by another mental disorder. Proper selection of patients for aesthetic surgery must start with an effective assessment of the psychology, of which motivation is perhaps the most important part. Patients motives for seeking aesthetic surgery are as numerous as the patients themselves, and not every reason or person desiring the surgery is suitable. Motivation may stem from various sources. Because aesthetic surgeons typically do not receive formal training in psychiatry, they often have difficulty in correctly diagnosing the true motives. Consequently, aesthetic surgeons attempting to distinguish patients as emotionally appropriate or inappropriate often rely on their own experience, teachings of their mentor, or simply a gestalt approach. Not all internal or external motivations are appropriate for surgery. Several examples of external motivation deserve a closer examination. The need to please others (eg, husband, relatives, lover, strangers) often arises from the false belief that a change in outward appearance will produce results such as saving a marriage or improving a relationship. Of course, this notion is rarely true and may indicate something more serious with the patient. Furthermore, patients who are pressured into cosmetic surgery may be passive about the procedure and are not suitable candidates. The appropriate patient is active in deciding to pursue surgery and is not influenced by others. The intensity of the motivation has been demonstrated to be negatively correlated with postoperative pain and positively associated with a shorter postoperative course and satisfaction. Seeking cosmetic surgery as a way to advance ones career often results in more disappointment than satisfaction after surgery. Despite the generally held notion that more attractive persons are more successful, using plastic surgery as the means to such an end is often ill-advised. Conversely, if the patient is aware that successful surgery does not ensure career advancement, the patient may use the enhanced appearance more effectively. Patients citing internal motives for aesthetic surgery are generally considered good candidates. Internal motivations may be described as long-standing feelings about deficiencies in physical appearance and a strong commitment to physical change. However, the definition of a facial deficiency differs widely among patients and needs an individualized elucidation. A condition that appears as a slight consequence to the surgeon may not appear as such to the patient. The line separating a genuine deficiency from a perceived deficiency is often indefinite. No proportional relationship exists between the disfigurement and the mental attitude it engenders in the patient. Candidates with the appropriate internal motivation temporarily seem to lack adaptation to a particular situation. The psychological state reflects a definite physical defect, and surgical restoration relieves the anxiety. This is very different from a patient for whom the disfigurement is the only focus. For such a patient, once one part of the face is fixed, the patient quickly finds another symptom through which to channel the neurosis. 2-Physiological A. Preauthorization is not required for plastic surgery benefits. Benefits may be provided for cosmetic, reconstructive, and/or plastic surgery, including otherwise covered services and supplies under the following circumstances: 1. Correction of a congenital anomaly, i.e., a condition that exists from birth and that is a significant deviation or departure from the norm and is other than a common racial or ethnic feature (examples of such conditions include, cleft lip/cleft palate, birthmarks, webbed fingers or webbed toes, or surgery to correct pectus excavatum is covered as correction of a congenital anomaly when the defect is more than a minor anatomical anomaly). 2. Restoration of body form (including revision of scars) following an accidental injury. 3. Revision of disfiguring and extensive scars resulting from hypertrophic contractures, keloids, and neoplastic surgery. Note: Keloid revision requires medical review of medical documentation that includes history, size, location, and symptoms. 4. Panniculectomy performed in conjunction with other abdominal or pelvic surgery is covered when medical review determines that the procedure significantly contributes to the safe and effective correction or improvement of bodily function. (See Exclusions). 5. Penile implants and testicular prostheses for conditions resulting from organic origins or organic impotency. 6. Liposuction when used as a substitute for the scalpel is covered when medically necessary, appropriate, and the standard of care. 7. Augmentation mammoplasty, reduction mammoplasty, and mastopexy surgery performed on one breast for contra lateral symmetry to bring it into symmetry with a post-mastectomy reconstructed breast Risk Related to the Surgery Skin Death or Necrosis: usually follows an infection or hematoma and is much more likely among smokers. The skin is excised (surgically removed) and this may affect the cosmetic outcome. Asymmetry: moderate or severe asymmetries may require a second surgery. Mild asymmetry is normal. Slow Healing: due to age, skin type, failure to follow doctors advice or factors beyond anyones control. Numbness/Tingling: often temporary, sometimes permanent loss of sensation. This results from injury to sensory or motor nerves. Irregularities, dimples, puckers, and divots: can be due to surgeon error, healing irregularities or body make-up. Seroma: fluid can collect under the skin and can occur after breast augmentation, liposuction or a tummy tuck. What You Should Know About the Safety of Outpatient Plastic Surgery Plastic surgery procedures performed in accredited surgical facilities by board-certified plastic surgeons have an excellent safety record. A 1997 survey1 based on more than 400,000 operations performed in accredited facilities found that: The rate of serious complications was less than half of 1 percent. The mortality rate was extremely low – only one in 57,000 cases. The overall risk of serious complications in an accredited office surgical facility is comparable with the risk in a freestanding surgical center or hospital ambulatory surgical facility. You will also be evaluated for other factors that may increase the risk of blood clots. These include: being extremely overweight having recent traumatic injury any disorder of the heart, lungs or central nervous system a history of cancer, recurrent severe infection or genetic problems that affect blood clotting For women, additional risk factors include: taking oral contraceptives or having recently ceased taking them undergoing hormone-replacement therapy Plastic Surgery Today Cosmetic Surgery is becoming more and more popular throughout the United States. Each year, several million Americans undergo surgery to improve their appearance. A recent survey published in Psychology Today indicates that 40 percent of Americans are dissatisfied with the shape of their noses and 25 percent are dissatisfied with the shape of their chins and necks. Furthermore, 30 percent of cosmetic surgery is performed on men, and this percentage continues to increase. More and more people are realizing that cosmetic surgery is now affordable. They recognize plastic surgeons are highly skilled specialists with specific training and an understanding of todays aesthetics. More than ever before, senior citizens have gained greater respect and a more active role in society – our seniors are living longer, staying fit and leading more active lives. Unfortunately, the aging process persists, leaving people looking older than they feel. Is it any wonder than that many are turning to cosmetic surgery to restore a more youthful appearance? Todays America emphasizes a more youthful appearance regardless of ones chronological age. The business community commonly chooses the more attractive individual to fill an available position. A recent ABC documentary report clearly depicted an overwhelming preference for hiring a more attractive person if two applicants otherwise had exactly the same credentials. Clearly, many patients who undergo cosmetic surgery do so for economic reasons. Not only is this true for the fashion model, public figure, entertainment personality, corporate executive or professional person, but for anyone whose work or lifestyle requires that they interact with the public. A renowned psychologist reports that for students, good looks affect school grades. Furthermore, he states that ones appearance can also determine who will become friends, and affects the probability of prosperity Surgical procedures which were once thought to be only for the rich and famous are now commonly affordable and undertaken by men and women with average incomes. People save up for a much desired cosmetic procedure similar to saving for a piece of jewelry. These people feel that they are investing in themselves to improve their self-image and lifestyle. They recognize the affordability of cosmetic surgery and its potential returns. Goals and Expectations Prior to undergoing any plastic surgery procedure, the patient must possess a realistic attitude based on emotional maturity: The goal of surgery is improvement, not perfection. Any patient expecting perfection is not being realistic and should not have the procedure performed. Not every patient is a good candidate for surgery. Surgery is not recommended for everyone who requests it. A surgeon is a physician working within the biologic limitations of healing. The degree of success depends not only on the surgeons skills but also the age, health, skin texture, bone structure, and the specific problems and expectations of the patient. Understanding the above limitations, both the surgeon and patient may project the possible outcome. Examine the One Step Theory of Plastic and Reconstructive Surgery: Should all go well, a one step improvement would be a reasonable expectation. It would be unethical for any physician to guarantee the results of any treatment performed. The only guarantee that can be made is to do the best work possible for the patient. An unrealistic motivation for cosmetic surgery precludes satisfying results. Although improvement in appearance may be psychologically beneficial by increasing self-esteem and self-confidence, cosmetic surgery is not the cure-all for all problems. Particularly, if one blames his or her appearance for lack of success or happiness in life, the patients expectations may be surgically unobtainable or too risky. Each person is encouraged to discuss any concerns or fears with their surgeon. The patient should not expect to receive universal approval from family, friends, and acquaintances after the surgery is performed. Although pain and discomfort following cosmetic surgery are relatively small, the patient needs the maturity to accept any postoperative condition as temporary. Swelling, discomfort, firmness, and discoloration are typical for a short time after surgery. Any incision heals together by producing a scar. The surgeon has control over placement of the scars but no control over the healing process once the surgery is completed. In the initial healing period, scar lines will be pink and lumpy. They usually fade and become pale with time. While significant improvement can be seen in the first few weeks, subtle changes continue for the following year. Finally, the patients attitude and health and adherence to the pre- and postoperative instructions play an important role in the success of the surgery. Each patient is strongly encouraged to see their personal physician for a check-up before surgery. Patients having eye surgery should see their eye doctor for an examination and visual field exam before having surgery. Minor facial asymmetries are common amongst most people. Noting these subtleties before your consultation is imperative to understand the limitations of surgery. If you are considered low risk, your doctor may simply ensure that you are positioned on the operating table in a way that allows for adequate blood circulation to the legs. If you are of moderate or high risk for developing blood clots, you may also be advised to wear elastic stockings before, during and after your procedure, or to take special anti-clotting medications. Compression devices on the legs may be used during surgery to support your normal circulation. Costs of top plastic surgery procedures 2001 STATISTICS (National Average) PROCEDURE SURGEON/PHYSICIAN FEE Botox ® injection $387 Breast implant removal $2,086 Breast augmentation $3,437 Breast lift $4,053 Breast reduction $5,508 Breast reduction in men $3,184 Buttock lift $4,720 Cellulite massage treatment $160 Cheek implant $2,694 Chemical peel $516 Chin augmentation $2,024 Collagen injection $333 Dermabrasion $1,590 Ear surgery $2,914 Eyelid surgery $2,666 Facelift $5,968 Fat injection $1,053 Fibril injection $440 Forehead lift $3,032 Laser hair removal $355 Laser skin resurfacing $2,241 Laser treatment of leg veins $402 Lip implants $1,701 Liposuction $2,704 Lower body lift $7,625 Microdermabrasion $146 Rhinoplasty $4,047 Sclerotherapy $317 Thigh lift $4,487 Tummy tuck $4,917 Upper arm lift $3,527 Plastic Surgery Mistakes Plastic surgery mistakes can occur during any procedure, performed by any doctor, although a number of plastic surgery mistakes can be avoided through proper screening by the patient. Some examples of plastic surgery mistakes include improperly performed procedures, surgical errors, and poor post-operative care. Plastic surgery mistakes in facial procedures are generally the most noticeable and often the most difficult to repair. Plastic surgery mistakes made in facial plastic surgery can leave the patient looking wooden or unnatural, and some plastic surgery mistakes result in partial or full paralysis through nerve damage or tightened skin tissue. Plastic surgery mistakes in implant surgery can result in gross disproportion, asymmetry, and dangerous implant leaks. Some plastic surgery mistakes cause excessive scarring, or hardening of body tissues. Plastic surgery mistakes in other parts of the body may be easier to mask, but victims of plastic surgery mistakes deal with many of the same issues, regardless how visible the results of their plastic surgery mistakes may be. The problems of living with the evidence of plastic surgery mistakes are not just physical; individuals suffer emotional and psychological trauma as well. Many plastic surgery mistake victims feel guilty or think that they are being punished for vanity. Many plastic surgery mistakes can be fixed, and there are physicians who specialize in surgically repairing plastic surgery mistakes. Individuals who are seeking plastic surgery can help reduce the chance of plastic surgery mistakes by ensuring that their physician is fully accredited and certified. In the case of a plastic surgery mistake, a reliable physician will often correct the problem at no additional cost. The gain Liposuction or removal of fat may pose special challenges. If a patient comes in who see-saws their weight 50 pounds up and 50 pounds down and they want liposuction, I make sure they tell me about nutrition and exercise habits because liposuction is just one moment in time and they have to be able to maintain the weight loss after surgery. If I remove two to three pounds of fat from their abdomen and they gain 20 pounds, I cant predict where the weight gain will go, she says. Most people are overweight, he says. Liposuction does not replace weight loss and it isnt going to make you thin, but we can improve contours at your current weight, he says. If the outside of your hips have extra bulges and it really affects the way their clothes fit, liposuction can help your clothing fit better and may drop a size and look prettier and thats a good thing. Plastic Surgery: A Scientific Way to reach art Relation of Plastic Surgery with Religion and God As priest and prophet say the plastic surgery is totally wrong because they think that no God book has mentioned something about surgery we have to accept ourselves as we are. Because after god no one is complete. So we conclude that religions are against plastic surgery. Right or Wrong Plastic surgery is right and wrong. Right in few situations for example after an accident (car accident, fire accident, etc†¦) and wrong if we had a surgery without a reason for example as we have now, all girls are same because 99% of them have made the nose surgery and many things for changing their look. Conclusion Knowing When to Say No is the best solution of plastic surgery. Someone who is looking at themselves appropriately with reasonable expectations is typically the best candidates. The bottom line? If you are considering plastic surgery, be sure that the procedure you are asking the doctor to do will meet your goals. Make sure that the surgeon you choose is certified by the American Board of Plastic Surgery (ABPS) and a member of ASAPS. References http://en.wikipedia.org/wiki/Cosmetic_surgery betterhealth.vic.gov.au/bhcv2/bhcarticles.nsf/pages/Cosmetic_surgery?open www.plasticsurgery.org/public_education/ procedures/psychological_aspects.cfm a1-termpaper.com/med-gen.shtmlbetterhealth.vic.gov.au/bhcv2/bhcarticles.nsf/pages/Cosmetic_surgery?open www.sciencedaily.com/releases/2005/03/050308093353.htm surgery.org/ Research Papers on Cosmetic SurgeryArguments for Physician-Assisted Suicide (PAS)Standardized TestingInfluences of Socio-Economic Status of Married MalesGenetic EngineeringAnalysis Of A Cosmetics AdvertisementRelationship between Media Coverage and Social andPersonal Experience with Teen PregnancyOpen Architechture a white paperThe Project Managment Office SystemResearch Process Part One

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