Marketing Final Term Essay Example | Topics and Well Written Essays - 3000 words

Marketing Final Term - Essay Example Among the cabin crews, Emirates Airlines has one of the largest numbers of cabin crews which hail from around 95 different nationals. Emirates Airlines has installed individual entertainment system in all of its classes enabling customers for not only making online booking but also facilitates for choosing their arena of seating. These outstanding features have enabled this airline to be a customer oriented and pioneering contributor for advanced services. Emirates Airlines have empowered over 280 international awards, among which the prestigious award has been CAPA airline award for the year 2005, as awarded by the Centre for Asia Pacific Aviation. Target market Targeting the kid’s market The needs of kids can be used to increase the share of market. There are a lot of families and parents who cares for the needs of their kids much more than themselves. Offering a suitable and comfortable environment to kids can reduce the misgiving of families. After launching of the campaig n of â€Å"kids go free†, more family groups were received by Emirates Airlines than before. Through cooperation with tourism companies and hotels in Dubai, the emirates are keen to attract large number of tourists. The parents are also willing to take their kids and enjoy affordable travel with Emirates Airlines. The kids friendlier environmental can provide pleasure to kids for having a great time with their parents in Dubai. Now, the focus is more towards the kids market as the kids can influence the decision of parents. UAE’s tourism and business segment customers The emergence of Dubai as a tourism hub and regional business has provided Emirates Airlines to fuel the traffic of regional air passenger enabling abundance of room for growth. The law of freehold ownership has been attracting tourists and business communities. Expatriates in UAE UAE, being 5th largest crude oil exporter of world and Dubai, being the fastest growing city of world, has created huge demand for skilled and unskilled workforce for feeding its emerging labour market and booming economy. A major attraction for various workforces around the world is its highly paid labour market. So, Emirates Airlines targets the expatriates in UAE. Transit passengers For Emirates airlines, Dubai is the operational hub. It has been positioned as a connector between Australia/ Asia and Europe and has supported the growth of emirates airlines. This connection point has been used by Emirates airlines to promote the business, especially transit passengers. Emirates airlines target to prosper in this particular segment through marketed and well established wide range network. Goals Emirates Airlines focuses towards maximizing the return on capital of overall Group, to take full advantage of the competencies of Group in market and to be diverse and balance to the earning streams of Group. The objectives pertaining to the fulfillment of these goals are to improve and retain the market share of f requent business class traveler, to tap the market of low cost carriers for achieving the return on investment of company, to promote the tourism activities of Dubai and to introduce Dubai to the world and to increase the market share. Part two Marketing mix The Emirates Airlines hold an extraordinary achievement during the previous years. However, during 2009 which was one of the

Target location technology, tracking systems Essay Example for Free

Target location technology, tracking systems Essay Today there are many differing forms of tracking systems that can be used to locate targets accurately very much different to the simple procedures used on aircraft in world war two. One of these technologies is symbology. These are imaged laid over the real world images. The images give target position and other relevant information such as the planes heading. The images change as quickly as the real world view change, there is no visible delay as this could have fatal consequences. The target is clear and weapons can easily be directed to the correct point. The guidance images are displayed in the pilots head-mounted display. These are developed at BAE systems, and their design is critical due to the setting they are used in. The headsets are linked to a powerful and accurate computer that works very quickly to update the view almost instantly and to give warnings about dangerous situations. The Kiowa helicopter from the US Army used a symbology system that included night vision. The system recorded the mission allowing the pilot to play it back. The US Army also uses a laser as a target locator. It has been developed into a hand held laser targeting technology that doesnt damage eyes. Currently they are largely ground based but they allow targets to be located and intensified even in the dark. This technology has been transferred onto a military fighter aircraft for range finding in light and dark environments. The system also gives a range finder which can vary between the direct view and an intensified view. The system can digitally provide a magnetic compass that gives range and elevation. They are already used across the world. Another possible technology is the use of intelligent radar systems that lock onto targets allowing missile to be guided. This technology can be found on the patriot missile, which is aimed at incoming missiles. The system depends on ground-based radar that locates and tracks targets however this technology could be developed to fit on an aircraft like the sidewinder missile. This is a very long ranging and variable system. It can run automatically or an operator can intervene if necessary but these need to be very accurate due the speed the missiles travel at. The radar antenna can scan the sky, identify targets, determines aim and positioning of target, gives information and can help direct the missile to the target even when missile has been launched. Two operators watch the progress of the missiles, they can then change things if necessary such as deselecting targets. One form of missile has its own in-built guidance computer and radar transmitter allowing it to guide itself. The technology allows targets to be located very accurately. Especially if the technology is watched over by operators such as the patriot missile radar system. The accuracy could save many lives, as civilian positions are less likely to be hit with the accuracy of the technology. Therefore military targets can be located successfully allowing for a less morbid military operation. The technology often needs much equipment that is highly developed and costly. As resources such as missiles with their built in computer are expended during war, much money is lost. In less developed countries this money would be needed for other vital materials, so the technology may not be used. The wastage of materials would not be environmentally friendly. The new technology would need people to be trained to be able to operate the systems. If a person puts on a headset and does not know what the lines and boxes mean they be useless at controlling it. However the training takes time to be done safely this will cost money but is necessary for the technology to be used

Disparity and Discrimination Essay example -- Race Racism Prejudice

Disparity and Discrimination According to Webster’s Dictionary, the proper definition for discrimination is: 1 a : the act of discriminating b : the process by which two stimuli differing in some aspect are responded to differently 2 : the quality or power of finely distinguishing 3 a : the act, practice, or an instance of discriminating categorically rather than individually b : prejudiced or prejudicial outlook, action, or treatment (Webster’s dictionary). Discrimination has been around for centuries and even though there have been improvements in the way society deals with discrimination, we still have a long way to go. One of the biggest problems in America today is racial discrimination. We see it happening all over the world and also we see how it affects our criminal justice system. For example, there have been many problems with police officers using racial profiling with mostly people of African American and Mexican decent. Police officers do pull over minorities more than they would if the person was white. Even though the minority races have a higher criminal rate compared to the white community, we should not be labeled automatically without reason or just cause. And we should not be treated any differently when you are comparing the two.   Ã‚  Ã‚  Ã‚  Ã‚  Another example of discrimination is what can happen in our court systems. For example, minorities may not be able to provide for a good lawyer, which leaves them to a public defender and in most cases, they e...

Greek Mythology Essay

Greek Mythology began in the fifth century B. C. , and mainly involved the people of ancient Greece, who believed in myths about Gods, Goddesses, and heroes. Stories were passed down through all forms of entertainment, theater, and drama. The people of Greece worshipped numerous Gods, including Apollo, God of the Sun, who had a bow, and chariot to drive across the sky daily (borrowed from an earlier pre-Greek Sun god, Helios). Theatre played an important role in how performance and playwright was carried out to honor Dionysus, the ancient Greek god of harvest and wine. Sophocles was one of the most influential writers, who touch based on the three forms of play, which were tragedies, comedies, and satires. Men and women’s influence towards Greek culture, created a big impact in society, which had a main focus towards art, religion, slavery, language, and education in the form of military training in preparation for war. Everything in Greek Mythology somehow explained creation, and the world, the same reasons as any other religious group since the beginning of civilization they saw God as, basic religious and social truths. Greek Mythology reference to all in that time period was created with legends to try to make sense of that little that was understood of the world. Apollo Apollo is referenced as several noteworthy definitions, including a series of manned US spacecraft designed to explore the moon and surrounding space. NASA’s Apollo 11 pace flight landed the first humans on Earth’s Moon. Apollo, as a Greek god was important in our society today in belief. According to Pantheon and Encyclopedia Mythica Apollo was born on the island of Delos in Greece to supreme and overruling god Zeus, and Leto, believed goddess of motherhood, protectress of the young, modesty and womanly demure. Zeus’s wife, Hera became jealous and exiled her from all land of the earth, and she later gave birth to Apollo and his twin sister Artemis, Goddesses of wilderness, hunting, and wild animals on the island of Delos, in the Aegean Sea, off the southern coast of Crete. The goddess Themis assisted in raising them by feeding them ambrosia, the sacred nectar of the gods. Apollo was born by Zeus and Leto on the Greek island of Delos and lived on Mount Olympus. He had three notable relationships with the Nymphs Cyrene and Daphne and the mortal Coronis, resulting in four children. The Gods of Greece stated Apollo’s reason, nobility, form, action, apprehension, and beauty were his essential attributes. Apollo was a handsome, strong and youthful god with impressive golden hair. According to Greek-gods. info Apollo was the Greek god of the Music, and invented the lute, but he was more popular for playing the lyre, which was invented by Hermes, the messenger of the gods. Apollo excelled in important musical contests, competing against Greek god Hermes and the Satyr Pan as well as other gods. Apollo like his father sought out many wives, including nymphs, and adolescents, leading to dozens of relationships, and children. The Python of Delphi, which was sent by Hera to chase Leto out of all lands, was a deadly creature within the body of a snake. As a strong boy, Apollo was only a few days old when he given a bow and arrows by the blacksmith Hephaestus. This gave him an opportunity to avenge his past, by killing the Python. Apollo killed the Python with one arrow to the head as it lunged at him. The death of the Python, led him to joy and happiness, in singing a song of victory, allowing him to become the God of Music. Although his avengement of the Python was a crime as a God, he was given the duty of instituting the Pythian Game (athletic and musical Olympics) for cleansing which took place every four years in honor of him. Playwright/Drama Sophocles played a major role in the creation of Greek tragedy in playwright. Sophocles wrote over 120 plays, many of them great tragedies, including Elektra, Oedipus Rex, and Antigone. According to Enloehs. wcpss. net, Sophocles education in the arts and experience competing in, an annual festival held at the Theatre of Dionysus, allowed him to become a tragedian. Sophocles, by Harold Bloom states that Sophocles focus towards playwright was based on superhuman influences, which were the subject of his hopes and fears, the object of his prayers and sacrifices. â€Å"With a strong concrete imagination, reinforced by the work of poets, and later sculptors, Sophocles imposed clarity of form with shape, emotions, and family relationships. † Decrees of fate were thought to be naturally regarded as decrees of the god where death was to become a problem. Ajax, written by Sophocles is about Greek commander, Odysseus, who begins searching for Ajax, whom he believes has killed a herd of cattle over the night. Ancient-literature. com entails the Greek tragedy written in the 5th century B. C. (Previously, Odysseus was given the armor of war-hero, Achilles over Ajax angering him. ) He is told by Athena that Ajax was possessed, because he mistook the Greek soldiers for herd, and comes to believe it. Ajax apologizes for his mistake when his wife, Tecmessa tells the chorus, and considers death as a punishment for his error. Again, Ajax reconsiders his consequences, and to devote himself to worshipping the gods and to Greek leaders. During a visit to the city Ajax’s half-brother, Teucer, learns about Ajax incident and warns him to remain inside his tent if he wants to stay alive. Ajax in the end kills himself by throwing himself on a sword, with for vengeance against Greek leaders and army for acknowledging Odysseus over him in the Trojan War. Although disputed as dishonored warrior, Odysseus calls for a proper funeral for his enemy, allowing Teucer to carry out final burial rites. Because Athena causes Ajax to go mad by thinking he’s killed his comrades, he savagely butchers livestock. Once he sees what he’s done, suicide becomes the only honorable way out, which makes him the tragic hero in the end, since he was second in ranking to Achilles, and Ajax becomes overwhelmed with vengeful passion as Achilles amour is rewarded to Odysseus. Greek Culture According to Maps of the world traditions, religious practices, music, food were all an integral part of the Greece Culture. Large numbers of religious festivals were celebrated by the Greeks in honor of the arts. The Greek Embassy states that the Greek language was derived from the same idiom used by Homer and other famous Greek writers and poets more than 3000 years ago. Greek was the language of the Gospels and has made a major contribution to all western languages. Greece adopted the Phoenician alphabet which’s usage was discontinued by the 5th century B. C, and they eventually changed it into the 24 letter Greek alphabet, still used today. â€Å"In its 3500 year passage  through history, the language has undergone a series of transformations, but Modern Greek can easily be traced back to ancient Greek in the form of the letters, word roots, and structure†, states The Emergence of Greece, by Alan Johnston. The Greek cuisine consisted of a variety of Fruits and vegetables, which played a vital role in making some of the most delectable and unique delicacies passed throughout the Western world. Healthy provisions widely used and often added to foods were garlic, onions, fennel, zucchini, grapes, apples, dates and figs. Seasonings such as mint and oregano and lemon rind were first developed in Greece to add flavoring and spice to certain foods. According to Maps of the World Pork, beef, and Lamb meat in particular were greatly used in the preparation of Greek Foods, especially during the religious festivals and playing a role in the diet of Greeks. Greek foods importance in Greek’s regime were based on how they prepared it, which varied from being grilled, braised, baked or stewed, and prepared with an assortment of vegetables. Where you lived in Greek city-states depended on how important education was. According Chiddingstone. Kent in Sparta, it was imperative for boys to learn to be good fighters, and for girls to learn how to become future mothers and wives, instead of learning to read and write. School was necessary in Athens in order to vote in the Assembly and philosophy was incorporated in all of their lessons. Preparing boys to later fight in the army was still essential to all cities, since invasion/war was always taken by revelation. Children, who attended school, were often from wealthy families. Chiddingstone. Kent states boys were educated to become good citizens and take part in the public life of the city state. Girls were educated in housekeeping and how to look after their family. It was typical for children to enroll in an apprenticeship, of their parent’s career, and learn from older men. The Greeks believed in many different Gods and goddesses, who controlled everything in their lives and environment. According to Chiddingstone. Kent in order to please the Gods Greeks would pray daily, have burnt offerings and shrines in honor of them, to receive reward instead of punishment. Greeks worshipped the Gods in temples, where deities were placed in admiration for them . Idol and statues of the Gods were placed in each town where ceremonies and festivals were held, and over watched by priests. Priests were believed to be the voice of the Gods, and were specially chosen by the previous priest, or ancestral order. Greeks mainly believed in the twelve most important Gods that lived on Mt. Olympus and were ruled over by Zeus. Impact/Influence According to Pbs. org the Ancient Greeks took their entertainment very seriously and used drama as a way of investigating the world they lived in, and what it meant to be human. This made a large impact in our world, towards the discovery/meaning of constellations, and possible ways of how the Earth may have been created. In drama comedy, satyr plays, and tragedies, were important genres of theater, which contributed to Western drama and culture. Greek and Roman Theater, by Don Nardo states many traditions of ancient Greece, such as comedy, singing, dancing, slapstick, juggling, and nudity were inherited in the early 1900s, creating a large influence for burlesque and entertainers. Greek and Roman Theater states the influence of ancient theater on modern entertainment was profound to nearly all of today’s theatrical conventions, from acting styles, and costumes, to scenery and the shapes of stages, originated with Greeks. Religious plays and theatrical works have somewhat been inspired by Greece, to glorify, rather than to entertain. Depiction of popular stories like Euripides’ Medea and Oedipus the King, have been adapted into Broadway and Musicals. The success of ancient tragedies and comedies on the modern stage can only be explained by the talent and insight of Aeschylus and Sophocles, who captured the essence of true human feelings. According to Curiosity. discovery. com the Greeks introduced our cherished concepts of citizens’ rights, democracy, and freedoms of speech and religion. They excelled in mathematics, physics and astronomy. They also stated that the Greeks intelligence, daring, energetic and sensible, accomplishing great feats in the arts, philosophy, and architecture, made a great impact towards our form of government, and constitution for equal rights. Greek government influenced Western democracies today, by holding elections for officials rather than appointed lords. Greeks inclined modern societies’ hierarchy and developed an organizational structure that defined the roles of each position. Curiosity. Discovery states the Greeks in the fifth century B. C. came up with theories about the planets and their movements, but they did not subject them to tests and experiments. They influenced our theories on creation, and lead most to believe in the Big Bang theory, in the expansion of the universe, elements, and laws of physics. In agreement Scientificmethod. com says Greek philosopher and polymath, Aristotle was one of the first noted original thinkers, for devising methods for trying to arrive at reliable knowledge based on observations. He contributed to the development of the scientific method, with observations used during experiments. At the time when the world was thought to be flat Eratosthenes was first to prove most wrong, when he confirmed the Earth’s shape as round and was able to accurately guess the diameter and circumference. His method to resolve prime number, made a contribution to the fundamental theorem of arithmetic. In concurrence to Curiosity. Discovery. com Greek shaped our world through the development of our Alphabet, our way of Warfare, our system of Democracy, leaving a lasting legacy on education mythology, and justice. Annotated Bibliography Huffington, A. S. , & Beny, R. (1983). Apollo. The gods of Greece (pp. 53-67). New York: Abrams The book The Gods of Greece was about the Greek gods, and how they were portrayed as natural, concrete, and worldly in their divinity, entering the lives of the people who worshipped them, and had the outmost flaws, conflict, and failings less than their joys and accomplishments. The book gave a greater understanding of the Greek people at the time and their world. The Gods and goddesses in the book are represented as statues and reliefs in marble, stone, and bronze, revealing unexpected beauty and mystery, toward the Greek celebration of their idol. From the book, information about Apollo was collected, about him being described as an embodiment of the Western ideal of beauty and form in it classical perfection. As the God of music and prophecy, archery, and heroic excellence, Apollo embodied the foundation of the Greek civilization. The book’s Apollo chapter mainly entails the union of Dionysus and Apollo as an eternal bond, because off their importance for imagination, intuition, inspiration, and enthusiasm. Bloom, H. (1990). Fate in Sophocles. Sophocles (pp. 127-136) New York: Chelsea House Publishers. The novel Sophocles, by Harold Bloom brings together a representative selection of the best modern critical views of Sophocles. The novel, describes, all of Sophocles eight remaining plays, which all resemble a powerful portrayal of some irresolvable moral dilemma. The Ajax, Antigone, Poetics, Oedipus Rex, Oedipus at Colonus, Orestia, and Elektra are compared on how well their centered towards the Gods is remote in human character and human choices to acquire a greater significance. Most of the stories had a tragic hero, who existed by blocking out or delaminating the framework of human existence. The plays critical views all connected with human limits, and what Sophocles made clear of what they can achieve within those limits. The Fate in Sophocles described his belief in the operative power of the characters, using vague feeling about destiny. Questions like â€Å"Why does a man suffer? , Why does he fall from the height of prosperity into the pit of disaster? †, were given possibilities as to why the characters were bound to have evil befall them. Greece Culture and Society. (n. d. ). World Map. Retrieved February 7, 2013, from http://www. mapsofworld. com/greece/culture-and-society/ Maps of the world is a website that explains the culture of countries and regions, while offering customers to buy a map. The website provides facts, sports, holidays, geography, and information about the education system, at the period, or during its historical time. While providing tourist destinations, the site also lists major cities and their historical locations that may have played a significant role in impacting the countries society and culture. Maps of the world entail the relation of ancient fashion to today, to how they were placed in terms of class. The Greek cuisine’s reflection of their cooking and health conscious diet was related to the typical meals eaten today in Greece. The lifestyle of the people was influenced by diverse traditions and practices that affected the culture of the lands, and later the society in diversity. Homer’s Iliad and Odyssey had a great impact in Greek Literature, and were noted as immense resources with affluence, has influenced towards the history of World Literature. Nardo, D. (1995). Chaper 9. Greek and Roman theater (pp. 89-97). San Diego, CA: Lucent Books. The book explains important dates in the history of Greek and Roman Theater. Theatrical tragedies, of the Golden age of Greece Drama were Aeschylus, Sophocles, and Euriphdes, who brought the tragic art to the level of literature in understanding. To get the message across a trilogy or series of three related plays were written to broaden the scope. Details of evolution and impact of a concept on justice, greed, or fate were typically shown with a repeating pattern of revenge and murder. Greek comedies were not as important as other forms of theater, but were pleasant to comic relief. Comedies mimicked serious Greek religious rituals with humorous indecent aspects. The start of classical theater portrays the earliest versions of acting, eventually developed into theater for play production and staging areas for religious ceremonies and productions. Many classical Greeks cultural and religious practices were tied to the Minoan times. In theatrical areas seriousness also took a part in formal dancing and singing to honor the gods. How did the Ancient Greeks impact modern Western society? – Curiosity. (n. d. ). Curiosity : Discovery Channel. Retrieved February 7, 2013, from http://curiosity. discovery. com/question/ancient-greeks-impact-western-society Curiosity is a show on the Discovery Channel, where each episode focuses on one question in science, technology, and society. The website is an expert question and answer site where experts and scholars tried to answer some of life’s most profound questions. On the Curiosity website answers to questions on mysteries in fields like space, biology, geology, medicine, physics, technology, nature, archaeology, history, and the human mind are answered by notable professors, authors, filmmakers, and more. â€Å"How did the Ancient Greeks impact our modern Western society? † is the question answered by the Science Channel. Greeks cultural influence in Greek society inspired achievements that shaped the foundation of Western civilization. Greeks in the fifth century B. C. came up with theories about the planets and their movements, but they did not subject them to tests and experiments. They built the base and foundation for many theories that lead us to scientific discoveries, towards the Universe.

Enterprise Resource Planning (Erp) System

Enterprise resource planning (ERP) system is specifically designed to enable personnel throughout an organization to view the set of data rather than requiring it to be moved across applications. The new SAP Product Life-cycle Management (PLM) are based on the concept that personnel should have confidence that the information they have is as accurate and up-to-date as what others in the enterprise are receiving and, therefore, everyone is on the same page. It also intended to gather data using one piece of software to optimize the organization of that data and make it easier to access and manage. Because of that the enhanced SAP Product Life-cycle Management (PLM) helps to unify Acterna. Gain product and sales benefits are the potential the product has in collaboration with outside companies. By doing this, the outside company would have a up-to-date information and idea about the organization, and clarify the issue that they may have. It will also expanding the organization’s market reach. The enhanced SAP product is intended to make information available to all personnel in the enterprise who need it. It overcome the traditional functional silos that have historically inhibited the free flow of information in enterprises. A traditional data structure where each functional area has its own data, tied into separate applications. Communications between the silos is often difficult and expensive. On the other hand, centralized data structure where data are shared will reduce and eliminate the need for communication just to transfer data because all have access to the same data. Plus, the interface with users is standard across different company modules, it minimizing the training required for personnel who change their jobs within the company. Therefore, the convenience of data access and minimize cost are some of the main reasons why Acterna would make the investment in this software.

Air Pollution Law essays

Air Pollution Law essays Air pollution is a problem for all Americans. The average adult breathes over 3,000 gallons of air on a daily basis (Spellman, 1999). Children breathe even more air per pound of body weight and are more susceptible to air pollution. Air pollution threatens the health of human beings and all Even though we cannot see all of them, pollutants in the air create smog and acid rain, cause cancer or other serious health effects, diminish the protective ozone layer in the upper atmosphere, and contribute to the potential for global climate change. For this reason, it is important to have air pollution laws, which are strict and enforceable. This paper will describe existing air pollution laws in the United States. The Clean Air Act, initially enacted in 1963 and significantly amended in 1970 and 1990, is the primary federal law under which the EPA operates (Rothbard, 1990). The Clean Air Act was the first comprehensive Due to the 1990 Clean Air Act, the role of the state and federal governments is stronger than it has been in the past. While the 1990 Clean Air Act is a federal law covering the entire United States, the states actually carry out the act. For example, a state air pollution agency holds a hearing on a permit application by a power plant or penalizes a company for violation of air pollution limits. Under this law, the Environmental Protection Agency PA limits exactly how much of a pollutant can be in the air anywhere in the country. By doing this, all Americans are granted the same basic health and environmental protections. The law enables individual states to have stronger pollution controls, but states are not allowed to have weaker pollution controls than Each state must develop state implementation plans (SIPs) that describe how each state will do its job under the Clean Air Act. A state implementation plan consists of a collection of the regulations a state will employ to ...

Where Should I Take the SAT

Where Should I Take the SAT SAT / ACT Prep Online Guides and Tips While you're doing a lot to prepare for the SAT, you probably haven't given that much thought to the physical location of your test. However, that location could definitely affect your performance. Think about it – have you ever had to take a test in a cramped classroom or in room without air conditioning? It probably didn’t exactly help your performance. So why would you take the SAT in sub-optimal conditions? Read our guide to choosing the best possible test location so you can do as well as possible. Two Search Methods Before we worry about choosing locations, you have to find out what those locations are. We will go over two methods to finding SAT locations – one that’s easy to use but less informative, and one that’s harder to use but contains more info. Method One: College Board’s Test Center Search College Board’s Test Center Search lets you look up test centers by state or by city. Depending on where you live, this may give you all you need to know. The Test Center Search page allows you to search for SAT locations by state and city. Image via College Board. For example, I’m from Utah. In the entire state, there are just nine testing locations for the next SAT, mostly at area colleges. So just seeing these nine locations will give me all I need to know. Likely any student in Utah will have just one or possibly two options based on location. Some of Utah's nine SAT locations. Image via College Board. However, if you live in a state like Massachusetts with dozens of potential test sites, you may want to do a more fine-grained search. You can search by city, but remember to look up towns and suburbs near to you to see the most options. If you’re in a state with tons of choices, the second search method, which allows you to look by zip code, will likely be easiest†¦ Method Two: Begin to Register for the SAT For whatever reason, College Board’s test location search within its registration process is more informative than its basic test search option. So to get access to the most efficient SAT location search, you have to go through the SAT registration system. Move through College Board's SAT registration process until you get to step 3, "Select Test Center." Image via College Board. You can enter your zip code (rather than search by only city or state) and see the options closest to you, including neighboring cities. This is much more efficient if you there are a lot of potential test sites near you. Image via College Board. You can also see who still has seats available for the test, which is important info if you know you need to register soon. You don't have to complete the registration to use the search tool. Also, live close to a state line? Consider options over the border, especially if rules/laws are different (some states require scores be reported to talent searches). Choosing a Test Site Now that you know how to search for a test center, you probably fall into one of two camps. In the first camp, let’s call it the Utah camp, your test location is entirely determined by proximity. This means that you have only one or two options based on where you live, so unfortunately you can’t optimize your test center beyond location. But if you’re in the second camp, let's call it the Massachusetts camp, you have many choices. So how do you make sure you pick the best possible test center? Your choice of test location depends on a few important factors, which we will cover in order of importance. How Far Do You Have to Travel? Basically, the closer you live to a test center, the better. You don’t want to risk having a morning-of traffic or weather crisis. Many students test at their high school if they can, but if you live far away from your high school, it might actually be better to see if there is a location closer to your home. Also consider that parking and drop-off around the center is likely going to be congested on the morning of the test, and plan accordingly. Add at least 10 minutes onto predicted travel time to account for this. Are You Familiar With the Test Site? Once you’re inside the center, you’ll be less stressed if you know how to get around. For example, if you’re testing in your own high school, even if you’re headed to a room you’ve never had a class in, you’ll likely be able to find it easily. However, if you’re in a university building and have to go looking for the room, or take a wrong turn, that could add unnecessary stress the morning of the SAT. If you’re heading to a new building on test day, either scope it out before test day or arrive early to give you ample time to get to your test room. Getting lost and ending up in a lonely hallway that looks like something out of The Shining probably won't help your test day jitters. Who's Going to Be There? Don't just think about where you're taking the SAT. Think about who is going to be there, too. If you’re taking the SAT at your high school or at a location with students from your high school, that could be good or bad, depending on your personality. Will seeing friends or classmates relax you, or stress you out? For some students, seeing their friends could help calm them down. Seeing familiar faces and having a moment to joke around before the test could alleviate stress. But for others, seeing their classmates could remind them of their competition for college and make them more stressed. Or seeing friends could be more distracting than helpful. There’s no right answer here. Just take your personal preferences into account. If you know that having your friends around will help, don’t worry about heading to your local high school. If you think it will be stressful for you, consider going to a test center more out of the way so you can focus better on the test. Any Test Center Problems? You should also consider some of the more nitty-gritty details of the testing center before making your choice. There are many factors that could make the test center itself good or bad. Are there windows in the test rooms? For some students, sitting by a window is distracting. For others, being in a windowless room feels suffocating. Are there heating/cooling issues? Taking a test in the sweltering June heat without A.C. would be miserable, but so would taking it in a freezing room in November. If you’re signed up for a winter or summer test date, in particular, make sure you’re in a room with decent temperature control. Any there issues like nearby construction? For example, if there is a noisy construction project going on by your high school, you might elect to go to farther location to make sure your test center will be quiet. Finally, think about desk size. Generally, the more space, the better, because you’ll be balancing the test book and the answer sheet. This can be tricky on those tiny desks some college rooms have. If you’re sensitive about your work space, try and sneak a peak at the test room before you sign up. Should I Just Test at My High School? After reading through all these possible factors, you might be thinking you should just test at your high school, since you know the most about it. For many students, this is a great option. Make sure to consider the following factors, though. Will familiar faces distract you? Like we discussed above, for some students, seeing friends and classmates on test day can be stressful. If you would prefer to be with a crowd of strangers, look into different locations. Is there a closer location you could go? Keep in mind the Saturday morning SAT commute is typically earlier than your high school commute. There might be unexpected traffic and parking issues at the school. If your high school is a ways away, see if there are closer testing locations. Are there known issues with your high school, like small desks or a nearby construction project? If anything about your high school is distracting for you, think about other locations. Finally, do you tend to lose focus in environments you’re used to? Some people prefer the â€Å"blank slate† environment of a new testing center. Others like being in familiar environments for stressful, high-stakes testing. If none of the above are true, your high school could be the best option since you’re familiar with the location. You’ll be less likely to run into morning-of problems simply because you know the building well. Other Tips Be aware of test center closings. Sometimes College Board has to close test centers due to weather or other reasons. Check your email carefully in the weeks and days leading up to the test in case something happens to your location. Drive to the testing location before the morning of the test if you’ve never been there. Make sure the route you’re using (or the route Google Maps is telling you to use) is accurate and gets you there. You don’t want to risk getting lost the morning before the test. If you have a long drive the morning of, pack breakfast with you to save time. You can also listen to music in the car (relaxing music if you need to calm down, pump-up music if you want to get amped) or review some notes to get your brain in gear. (But don't review notes if you're the one driving!) Finally, recognize you can change your location after registering, but there’s a $28 fee and locations fill up the closer you get to the test. What’s Next? Not feeling 100% ready for the SAT yet? Consider reading our guide to a 1600 by our full scorer. Even if you’re not going for a perfect score, the skills described in this post will help you in your last studying push. We also recommend doing full SAT practice tests, with strict timing, to get used to SAT pacing and help build your stamina. Get access to free, official online practice tests here. Curious about what else you should do the morning of the test? Get our advice on the best routine. Want to improve your SAT score by 160 points?We've written a guide about the top 5 strategies you must be using to have a shot at improving your score. Download it for free now:

Top 9 Promising Allied Health Careers That Require Ceritfication

Top 9 Promising Allied Health Careers That Require Ceritfication Allied health careers are some of the best out there. If you’re looking to start a career as a medical assistant, cardiovascular technologist or technician, diagnostic medical sonographer, PA, respiratory therapist, athletic trainer, surgical technologist, clinical lab tech, dietitian, nutritionist, or any work in medical and health services, then congrats! You’re aiming for one of the 10Â  fastest growing allied health careers. These are jobs that pay well, don’t require a huge amount of education to break into, and offer good growth opportunities. Do You Need Certification?If you’re just starting out, it’s a good time to get a handle on which career path you’d like to take, and whether or not you’ll need certification to practice in your desired field.For the following jobs, you’ll need to take and pass the AAH National Certification Exam:Medical Assistant, RMA(AAH)Phlebotomy Technician, CPT(AAH)Pharmacy Technician, CPhTPatie nt Care Technician, CPCTEKG Technician, CETMedical Coding and Billing, CMCB or MCBSPhysical Therapy Aide, CPTAVeterinarian Assistant, CVASurgical Technician, CSTWhy Explore a Field Where I Need to Take a Test?Taking an exam may seem daunting, but the benefits of doing so far outweigh the costs. First of all, you’ll immediately jump to the front of the line in any group of applicants. Applications with completed certification generally get looked at first and more keenly. You’ll be qualified for jobs with the best employers, the ones who have the highest standards for new hires. You’ll be immediately eligible to earn more money. You can expand the scope of your work. And you can begin to build a professional reputation in your chosen field.Sound like a no brainer? It is! And it doesn’t have to be too intimidating. The requirements for eligibility are pretty straightforward: You have to have EITHER graduated from an allied health vocational training program , completed one year of work experience in the field, had some military experience/training in the field, or have acquired reciprocity from another certifying agency. Just one of those four things will do, though you will be required to submit proof to take the test.How to Take Your ExamAfter you’ve demonstrated your eligibility, the certification process is fairly simple. You simply register to take the exam, set yourself up with an online account at AAH, and begin your preparation. There are free study guides and practice tests available.Once it comes time to take the test, you do so online and your results are instant. You can also print PDFs of your certificate and certification card- immediately. The physical copies will arrive by mail within 5-10 business days.So go ahead, get started on the certification process. It can only put you in a better position to make more money and go father in your chosen career.

The Run-DMC Revolution Essay Example | Topics and Well Written Essays - 1250 words

The Run-DMC Revolution - Essay Example (Biography, 2008) As for hip-hop, there is no question-Run-DMC, composed of Joseph "Run" Simmons, Darryl "DMC" McDaniel, and Jason "Jam Master Jay" Mizell, was and will always be considered as the king of this genre. With the group's unique vision and attitude, the foundation for rap music that was "on top" was laid, making hip-hop last for more than two decades now. (Chuck D, 2004) After releasing its debut single "It's Like That" in 1983, the flames for a revolution were fanned and it made hip-hop another front liner in mainstream music and caught the attention of television networks. It also brought the music genre to the platinum realm and into our own time's rap and rock frontier. (Biography, 2008) With six albums under their belts, namely Run-D.M.C. (1984), King of Rock (1985), Raising Hell (1986), Tougher than Leather (1988), Down With the King (1993) and Crown Royal (2001) (Biography, 2008), could very well be considered as the Beatles of hip-hop. According to Chuck D of the rap band Public Enemy, Run and DMC can be likened to Lennon and McCartney respectively, while Jam Master Jay was George and Ringo rolled into one. He even went as far as saying that Jay-Z, Black Star, OutKast, the Roots, and everyone else in hip-hop today can be traced back to Run-DMC. (Chuck D, 2004) And many seem to agree. ... which was quoted at the start of this paper, Ice-T also said, "Until Run-DMC I thought that hip-hop was something that was only going to be done in basements and in clubs. I went to a Run-DMC concert and they actually made me believe that hip-hop could be big. Rap was never at that level. We'd never seen it like that." (Chuck D, 2004) Run-DMC, run Run-DMC's roots may be traced to the working class New York community of Hollis, Queens. Run Simmons started honing his "rhyming apparatus" in 1982 in the suburban neighborhood. While barely progressing on the then unfinished hit single "It's Like That," he turned to his childhood friend Darryl McDaniels for help. Together, they were able to compose several songs, showing a promise of a very fruitful collaboration. (Biography, 2008) Russell Simmons, also known as Russell Rush and Run's older brother, signed up the band in 1983 to his own newly founded management company, Rush Productions, after Run-DMC signed a record deal with Profile Records the very same year. (Biography, 2008) Setting new trends by dressing in tight leather jackets and pants, fedora hats, bling-blings, and signature Adidas sneakers, the group inspired the hip-hop street image of the 1980's and most hip-hop artists still dress the same way 20 years later. (Chuck D, 2004) Not only that, the debut single "It's Like That" ruled the airwaves for more than a year, forcing several R&B stations to move the song from night-time rap shows to day-time regular shows, reflective of how much respect hip-hop was commanding then because of the rap act. (Biography, 2008) After the group has sold a quarter of a million copies, Run decided to recruit his old basketball and DJ buddy Jason Mizell. And so the rap act was completed. (Biography, 2008) As fate would

Analyze McDonald's Case Study Example | Topics and Well Written Essays - 750 words

Analyze McDonald's - Case Study Example The headquarters of the company is still in the United States, and the current C.E.O is Don Thompson (Jurevicius, n.p). McDonald’s has an employee base of approximately 1,800,000 individuals. Over the years, McDonald’s has gained dominance in the fast food industry. The major competitors include Subway, Wendy’s Company, Burger King Worldwide Inc., Yum! and several other organizations (Jurevicius, n.p). In fact, the approach towards a healthy diet has led the company to making some changes in its presentation and menu, as well as increased the level of competition. As mentioned above, regardless of the fall in the number of clients, the company is still the largest fast food restaurant on earth. The company is estimated to have made revenue of $27.56 billion in 2012, which makes a profit of $5.46 billion (Jurevicius, n.p). In addition, the company has a $40 billion brand recognition value. These factors all indicate the magnitude of McDonald’s dominance in the fast food industry. These staggering figures are still a drop in the company’s market with the biggest hit coming from individuals between their 20s and 30s (Jargon, n.p). The decrease in the younger individuals is mainly due to the education that society possesses today in terms of healthy eating. Individuals in this demographic are now are resorting to more organic and fresher foods. In addition, there are now many options where these individuals can get these foods with approximately the same amount of money they would pay for a combo meal (Jargon, n.p). McDonald’ s has made some adjustments in the menu by introduction of healthy salads as well as displaying the number of calories in each meal. According to studies, in approximately forty percent of the McDonald’s the sales have fallen or remained flat. Initially, the target market of the company was comprised of children and working adults or students who do not have

Operating System Concepts Assignment Example | Topics and Well Written Essays - 1000 words

Operating System Concepts - Assignment Example 2. Methods and Object Synchronization (mutual exclusion): One process should be able to use only one resource at a time. The request by another process should be delayed until the resource has been released. 3. Deadlock prevention: Deadlock can be prevented by using different schemes or by avoiding the necessary conditions (mutual exclusion, hold and wait, no preemption and circular wait (Stalling, 274)) which hold true for it. The different schemes are: 2. (20 points) Given that the first three necessary conditions for a deadlock are in place, provide detailed comments on the feasibility of the following strategy and the potential outcomes based upon its application. All processes are given unique priorities. When more than one process is waiting for a resource and the resource becomes available, allocate the resource to the waiting process with the highest priority. Now, in the given scenario all processes have their unique priority. Let us assume there are two resources R1 and R2 and process P1 has higher property than P2. Consider P1 holds R1 and P2 holds R2 and P2 is requesting for R1. Now, if P1 requests for R2 it will not get the resource even if it has the higher priority, because resources are not preemptive. So deadlock is still possible in this condition. There exists one CPU in this system, which may run one program at a time. Should information be allowed to move from any level to any level or should transfers only occur from adjacent levels? Explain in detail.

Academic Freedom and Duty Essay Example | Topics and Well Written Essays - 1750 words

Academic Freedom and Duty - Essay Example Knowledge should improve, with the coming of new ideas and facts every day. This freedom is important for the better good of education. Without this freedom, it would be difficult for the public to know the truth concerning concepts to enable them to improve their understanding of academic concepts (Nelson, 2010, p 2. L 20). The first freedom states that teachers have a right to conduct research in whatever area they desire to improve their performance when exercising academic duties. Research is a basic tool of learning through which scholars expand their knowledge and come up with related concepts. It is through research, that scholars could identify flaws, which could have been present in texts. Knowledge represents ideas that one researched and presented depending on the evidence and findings. There could have been flaws in the past that occurred due to the poor methods of research then. With modern technology in place, scholars can revisit the concepts with new hypothesis and ideas (Nelson, 2010, p 1, L 15). The second freedom is that the teachers have a right to discuss their own relevant ideas in class. With good research in place, the teachers could come up with ideas that relate to the topic in class. Such ideas could be absent in the course text, but still be a matter of importance for discussion in class. The teachers, however, should be keen not to introduce irrelevant material during lessons in class. In addition, controversial ideas should not come up during a discussion in classes. Topics relating to religion could be sensitive when discussed in classes. In as much as there is freedom of speech and academic freedom, religion, and such sensitive issues could result to complications that limit other people’s right,s (Krell, 2010, P 261, L 14).

Heart Sutra Term Paper Example | Topics and Well Written Essays - 500 words

Heart Sutra - Term Paper Example Thus, all things are empty. It states that nothing is born and nothing dies; nothing is pure or stained, and nothing either increases or decreases. Hence, none of the five aspects actually exists in emptiness. This is essentially the same as the current teaching of science that nothing is created or destroyed; rather, it merely changes form, which is a result of the theory of conservation of energy. Consequently, there is also neither of the five senses nor imagining, nor are any of these processes experienced. The point of stating this reality is to highlight their delusory nature, and pointing to the way of the Bodhisattva, which is to have no fear and rely only on the perfection of wisdom, as it will lead to nirvana (spiritual enlightenment). The perfection of wisdom is identified in the sutra as the greatest, clearest and highest mantra, which is also capable of removing all suffering. Besides mentioning the five skandhas with respect to their emptiness, the Heart Sutra also ment ions the twelve ayatanas (abodes), the eighteen dhatus (elements of consciousness), the twelve nidanas (origins) and the four noble truths.

Nurses Attitudes towards Euthanasia Research Paper - 1

Nurses Attitudes towards Euthanasia - Research Paper Example Nurses must deal with these problems keeping in mind the legal and professional implications of making any decision. A nurse must constantly combine â€Å"ethical reasoning and clinical judgment† (Nelson. 2006).   Medicine and advances in science and technology have led to an improvement in the quality of life and have resulted in the prolongation of the lifespan of an average person. This, in turn, leads us to one of the biggest ethical debates that nurses face and that is with respect to the withdrawal of care leading to a patient’s death or euthanasia. In Belgium and the Netherlands, laws declare that euthanasia is legal â€Å"under carefully delineated circumstances† and the Belgian euthanasia act defines it as the â€Å"administration of lethal drugs at the explicit request of the patient with the explicit intention of shortening the patient’s life† (Berghes, Casterle, & Gastmans, 2005). Nurses are involved in end of life care and its withdrawal or administration of lethal drugs internationally and so their position in this ethical debate is very important and brings them to the front stage. End of life care poses ethical dilemmas for nurses because it is hard for them to witness suffering and they have the urge to end it. In addition, there are inadequate resources like few hospital beds in the Intensive Care Unit, different value judgments and the moral distress in ending a person’s life despite their request for the nurse to do so (Oberle, Hughes, 2001). This debate has ethical, cultural, religious, moral, and legal nuances that add to the nurses’ distress.   The key element in this debate is the fact that autonomy is very important as stated in the Belgian euthanasia act too.

Heart Sutra Term Paper Example | Topics and Well Written Essays - 500 words

Heart Sutra - Term Paper Example Thus, all things are empty. It states that nothing is born and nothing dies; nothing is pure or stained, and nothing either increases or decreases. Hence, none of the five aspects actually exists in emptiness. This is essentially the same as the current teaching of science that nothing is created or destroyed; rather, it merely changes form, which is a result of the theory of conservation of energy. Consequently, there is also neither of the five senses nor imagining, nor are any of these processes experienced. The point of stating this reality is to highlight their delusory nature, and pointing to the way of the Bodhisattva, which is to have no fear and rely only on the perfection of wisdom, as it will lead to nirvana (spiritual enlightenment). The perfection of wisdom is identified in the sutra as the greatest, clearest and highest mantra, which is also capable of removing all suffering. Besides mentioning the five skandhas with respect to their emptiness, the Heart Sutra also ment ions the twelve ayatanas (abodes), the eighteen dhatus (elements of consciousness), the twelve nidanas (origins) and the four noble truths.

Spinal cord injury Essay Example | Topics and Well Written Essays - 500 words

Spinal cord injury - Essay Example Significantly, the stem cells in all species showed these features. In their research, scientists released that adult cells in an injury site have the ability to regenerate into neural stem cells forming a new relay route that they could be in a position to measure electronically. To prove their discovery, the scientists demonstrated using rats where they found that mechanism motivating recovery was because of formation of new relays. When rats that had injured spinal cord recovered, their spinal cords were in a position to re-transect above the implant. The motor function in rats diminished showing the formation of new relays in the injured place. The merit of this research is that the grafting process resulted in important functional enhancement or improvement. For instance, using a walking scale of 21, in absence of treatment, the rats scored 1.5 after a stem cell treatment; it increased to seven a score that showed that the rats’ ability to move all joints of injured legs. The research was successful when human cells were applied in that the researchers were able to notice the formation of new relays in the affected area. The other advantage of the study is that it applied green fluorescent proteins in tracing and tracking neurons stem growth in the injured place. By tracking the stem cells, the green fluorescent proteins were in a position to observe the stem cells grow, develop into neurons, and grow axons, thus depicting the capability of these cells growing and linking with the host neurons. The study has shown that there is a possibility for a person to recover from spinal cord injury because during the early-stages, neurons are able to withstand inhibitors available in the adult central nervous system that function to maintain the spinal cord or the central nervous system and ensure that cells in the CNS do not grow aberrantly. The demerit of this research is that the research failed to elaborate how long it takes the new relays to

Gloria Jeans Resarch Proposal Essay Example for Free

Gloria Jeans Resarch Proposal Essay Gloria Jeans started as a small coffee and gift shop in Chicago, USA in 1979. However, it wasn’t until 1995 that the company would become an Australian favourite, when the company was bought out by two Australian business men travelling in the USA. Today, Gloria Jeans operates over 1,000 coffee houses in 39 countries, but it is in Australia they are best known and loved, with over 460 coffee houses in Australia. Gloria Jeans has evolved from a simple coffee house into a specialty store, offering many different types of coffee, cakes and cold drinks. The market is highly competitive, and Gloria Jeans targets a younger demographic (peoples aged 18-25). Although successful, Gloria Jeans has been struck hard by giant competitors such as Starbucks and Au Bon Pain entering the Australian market, where Gloria Jeans has historically remained on top. Due to this, the company has decided to perform research to determine the preferences of their consumers, and to allow them to ensure their product mix is appropriate for their current customer base. Research Topic From the background information, the following research problem has been identified: To identify the types of customers that frequent Gloria Jeans coffee houses, to identify the types of products they purchase or are interested in purchasing, to determine the perceived quality of the products offered and to identify the patronage patterns of customers. The primary aim will be to determine the buying behaviour of Gloria Jeans customers, their perception of the products offered, if they prefer to drink coffee in house or take-away, and if the products offered are appropriate for the customers. As well as this, the company also wishes to determine the demographic features of its customers. Research Objectives The overall objective of the research is ‘to identify the consumption behaviour of Gloria Jeans’ customers’. This has been broken into the following three research objectives: 1) To determine the number of people who drink coffee, the frequency of their intake and whether do they prefer in-house or take-away coffee. 2) To identify whether the products available at Gloria Jeans are appropriate for the target market. 3) To examine customer attitude towards Gloria Jeans and its competitors in regards to product range, quality and comparability with competitors. These objectives aim to focus the research on the key areas identified and allow the development of a strategic research plan.

Business Analysis of Comcast Corporation Essay -- Comcast Business Mar

Business Analysis of Comcast Corporation Comcast Corporation, based in Philadelphia, Pennsylvania, is the largest cable company in the United States. Comcast develops broadband cable networks and are involved in electronic retailing and television programming content. Comcast was founded in 1963 by Ralph J. Roberts, Daniel Aaron, and Julian A. Brodsky in Tupelo, Mississippi. Entrepreneurs who transformed Comcast from a small cable company to a massive corporation that employs over 68,000 people. Of course, with mergers as well as buying other companies, they were taking a great risk. Their risk taking has been a proven success. The company was incorporated in Pennsylvania in 1969 under the name Comcast Corporation from American Cable Systems. Over the next 30 years, Comcast grows to become the well-known company it is today. Moving into the area of programming content, Comcast became majority owner of Comcast-Spectacor, Comcast SportsNet (In Chicago, Philadelphia, and Washington/Baltimore area), and E! Entertainment Television and Style Network, G4, The Golf Channel and the Outdoor Life Network over a period of years. The UK division was sold to NTL (National Transcommunications Limited) in 1998, a European cable/cellular company. After the sale of their cellular division to SBC Communications of San Antonio and the acquisition of Greater Philadelphia Cablevision in 1999, Comcast and MediaOne announced a $60 billion merger, which occurred three years later. In 2001, Comcast announced they would acquire the assets of AT&T Broadband (AT&T’s cable TV service). In 2002 Comcast acquired all assets of AT&T Broadband, thus making Comcast the largest cable television company in the United States. In 2002, Comcast paid the University of Maryland an undisclosed amount for naming rights to the new basketball arena built on the campus, named Comcast Center. In staying competitive with other companies, Comcast has always tried to have the advantage by offering the latest technology. In 2001, Comcast launched HDTV (High Definition Television). HDTV is a form that provides crystal-clear quality wide-screen pictures with compact disc-quality surround sound. The aspect ratio of HDTV pictures is 16:9 as opposed to today’s 4:3 format. Comcast also launched Video-On-Demand service (VOD) in 2001. VOD, which is now simply called On Demand, allows one to play news, TV progra... ...t losses of affiliates (22) (27) (88) (60) Other income 312 11 394 71 74 (132) (1,098) (2,091) Income (Loss) from Continuing Operations before Income Taxes and Minority Interest 785 610 1,810 (137) Income tax (expense) benefit (360) (215) (826) 16 Income (Loss) from Continuing Operations Before Minority Interest 425 395 984 (121) Minority interest (2) (12) (14) (97) Income (Loss) from Continuing Operations 423 383 970 (218) Income from discontinued operations, net of tax (1) - - - 168 Gain on discontinued operations, net of tax (1) - - - 3,290 Net Income $423 $383 $970 $3,240 Diluted earnings (loss) per common share Income (loss) from continuing operations $0.19 $0.17 $0.43 ($0.10) Income from discontinued operations - - - 0.08 Gain on discontinued operations - - - 1.46 Net Income per common share $0.19 $0.17 $0.43 $1.44 Diluted weighted average number of common shares outstanding 2,228 2,269 2,250 2,256 1) On September 17, 2003, the Company completed the sale of its approximate 57% interest in QVC, Inc. Accordingly, the results of QVC are presented as discontinued operations. REFERENCE Comcast Website – www.comcast.net Business Analysis of Comcast Corporation Essay -- Comcast Business Mar Business Analysis of Comcast Corporation Comcast Corporation, based in Philadelphia, Pennsylvania, is the largest cable company in the United States. Comcast develops broadband cable networks and are involved in electronic retailing and television programming content. Comcast was founded in 1963 by Ralph J. Roberts, Daniel Aaron, and Julian A. Brodsky in Tupelo, Mississippi. Entrepreneurs who transformed Comcast from a small cable company to a massive corporation that employs over 68,000 people. Of course, with mergers as well as buying other companies, they were taking a great risk. Their risk taking has been a proven success. The company was incorporated in Pennsylvania in 1969 under the name Comcast Corporation from American Cable Systems. Over the next 30 years, Comcast grows to become the well-known company it is today. Moving into the area of programming content, Comcast became majority owner of Comcast-Spectacor, Comcast SportsNet (In Chicago, Philadelphia, and Washington/Baltimore area), and E! Entertainment Television and Style Network, G4, The Golf Channel and the Outdoor Life Network over a period of years. The UK division was sold to NTL (National Transcommunications Limited) in 1998, a European cable/cellular company. After the sale of their cellular division to SBC Communications of San Antonio and the acquisition of Greater Philadelphia Cablevision in 1999, Comcast and MediaOne announced a $60 billion merger, which occurred three years later. In 2001, Comcast announced they would acquire the assets of AT&T Broadband (AT&T’s cable TV service). In 2002 Comcast acquired all assets of AT&T Broadband, thus making Comcast the largest cable television company in the United States. In 2002, Comcast paid the University of Maryland an undisclosed amount for naming rights to the new basketball arena built on the campus, named Comcast Center. In staying competitive with other companies, Comcast has always tried to have the advantage by offering the latest technology. In 2001, Comcast launched HDTV (High Definition Television). HDTV is a form that provides crystal-clear quality wide-screen pictures with compact disc-quality surround sound. The aspect ratio of HDTV pictures is 16:9 as opposed to today’s 4:3 format. Comcast also launched Video-On-Demand service (VOD) in 2001. VOD, which is now simply called On Demand, allows one to play news, TV progra... ...t losses of affiliates (22) (27) (88) (60) Other income 312 11 394 71 74 (132) (1,098) (2,091) Income (Loss) from Continuing Operations before Income Taxes and Minority Interest 785 610 1,810 (137) Income tax (expense) benefit (360) (215) (826) 16 Income (Loss) from Continuing Operations Before Minority Interest 425 395 984 (121) Minority interest (2) (12) (14) (97) Income (Loss) from Continuing Operations 423 383 970 (218) Income from discontinued operations, net of tax (1) - - - 168 Gain on discontinued operations, net of tax (1) - - - 3,290 Net Income $423 $383 $970 $3,240 Diluted earnings (loss) per common share Income (loss) from continuing operations $0.19 $0.17 $0.43 ($0.10) Income from discontinued operations - - - 0.08 Gain on discontinued operations - - - 1.46 Net Income per common share $0.19 $0.17 $0.43 $1.44 Diluted weighted average number of common shares outstanding 2,228 2,269 2,250 2,256 1) On September 17, 2003, the Company completed the sale of its approximate 57% interest in QVC, Inc. Accordingly, the results of QVC are presented as discontinued operations. REFERENCE Comcast Website – www.comcast.net

Narrative of the Life of Frederick Douglas Essay -- Slave Narratives

Narrative of the Life of Frederick Douglas Frederick Douglas, a slave born in Tuckahoe Maryland, was half white and half black. His mother was a black woman and his father a white man. Though he never knew his father, there was word that it was his master. Douglas wrote this narrative and I felt that it was very compelling. It really showed me the trials and tribulations that a black man went through during times of slavery. In his early years, Douglas lived on a farm where he watched many slaves receive harsh beatings and whippings. For example, one of his masters whipped his Aunt Hester because she was not there when he desired her presence. At the time she was in the company of another man, which was something that Colonel Lloyd, her master, told her not to do. As Douglas witnessed the whipping, he saw Lloyd take his aunt into the kitchen of the house and strip her naked. He then told her to cross her hands and as he tied them together and hung her on a hook, leaving her body totally open. Lloyd then began whipping her with a cow skin until she began to bleed. â€Å"I was so terrified and horror-stricken at the sight, that I hid myself in a closet, and dare not venture out till long after the bloody transaction was over† (p. 4). As a result of witnessing many beatings such as this, Douglas was able to put much feeling and heart into his works. Douglas wrote about many whites that he had encountered. Only a handful of which were not cruel to him. The oversee...

Drag Racing

Although the tire tracks of its history are clear, the origin of the term â€Å"drag racing† is not. The theories are almost as many and varied as the machines that have populated its ranks for five decades. Explanations range from a simple challenge (â€Å"Drag your car out of the garage and race me! â€Å") to geographical locale (the â€Å"main drag† was a city's main street, often the only one wide enough to accommodate two vehicles), to the mechanical (to â€Å"drag† the gears meant to hold the transmission in gear longer than normal).The first â€Å"dragsters† were little more than street cars with lightly warmed-over engines and bodies chopped down to reduce weight. Eventually, professional chassis builders constructed purpose-built cars, bending and welding together tubing and planting the engine in the traditional spot, just in front of the driver; the engines, and the fuels they burned, became more exotic, more powerful, and, naturally, more te mperamental. Like almost all racing cars, they have undergone tremendous evolution as racers upgraded, experimented, theorized, and tested their equipment.Safety and innovation paved the way to rear-engined Top Fuel cars in the early 1970s, and once drag racing legend Don Garlits – himself a victim of the front-engined configuration when his transmission, which was nestled between his feet, exploded in 1970, severing half of his right foot – perfected the design, the sport never looked back. Today's Top Fuel dragsters are computer-designed wonders with sleek profiles and wind-tunnel-tested rear airfoils that exert 5,000 pounds of down force on the rear tires with minimal aerodynamic drag.It started out as a wild activity practiced by hoodlums in hopped-up cars, but over the course of a few decades, drag racing would ultimately transform itself into one of the world's most popular motor sports. Drag races after World War II were held on military runways, growing out of speed runs (sanctioned and otherwise) on California's dry lakes. Many recognize Goleta Air Base north of Santa Barbara, California as the site of the first organized drag race in 1949. These early drag strips were temporary facilities with no safety barriers or grandstands—just pavement, people and fast cars.Thousands of spectators turned out to watch early racers run 10-second elapsed times (E. T. s) on the measured quarter-mile—a distance chosen because it was about the length of a city block. Most cars were driven to the track or towed to the races on open trailers. Corporate sponsorship and glistening transporter trucks were far in the unimaginable future Drag racing is best described as a tournament consisting of a two-car straight-line race. It is an all-out acceleration contest from a standing start between two vehicles over an exact distance.Professional drag strips are available for public use all over the world, but the illegal street racing culture has popul arized drag racing nowadays in such a way that most common folks think of drag racing as a bunch of sticker-clad street cars causing mayhem at night. Well, whatever gets you going; it is a fact that the launch becomes the deciding factor in any drag race where the machinery is equal . The race may depend on the launch, but it also depends on how much you know about your car. Every car has its own launching method, and the techniques detailed here will help you determine what is best for your car.All you need to do is experiment with your car, and be aware of any changes to your setup, tarmac quality or weather conditions that could change what you thought was the best method. Pretty much the only hard and fast rule is to practice in various conditions. Drag racing is definitely hard on your car, but to become consistent in your driving, you will have to sacrifice some hard-earned cash for tires, repairs and modifications . With the onset of summer, police across the country are gett ing ready to deal with this potentially deadly pass-time for young people.Across the country lawmakers and police are looking for new ways to prevent the drag races. In Florida, the legislature has approved a bill that would send repeat offenders to jail for up to a year and confiscate their cars. In Los Angeles, police are visiting schools and universities to talk about the dangers of drag racing. And the town of Gastonia, North Carolina is now working on a plan to combat drag racing. Police there say a drag racer lost control of his car and hit five pedestrians . Many Americans, young and old alike, admit they speed at times.But street racing and driving totally too fast is especially deadly for young, inexperienced drivers. Speed cheats them of the time needed to react to road hazards and keep from crashing. Not that many teens, no matter how bright they are, are â€Å"street smart† when it comes to speed. For example, few understand how long it takes to being a speeding c ar to a full stop, no matter how powerful its braking system is . For the record, automotive engineers agree that it takes 268 feet or about the length of a football field for a car going just 50 mph to come to a full stop. At 70 mph, a car or truck would travel almost TWICE that distance.Just imagine what little stopping power a car driven 90 mph has ! The moral of this story is that Drag Racing, is an enjoyable American past time, but only when in a controlled environment. The race may depend on the launch, but it also depends on how much you know about your car. Every car quality or weather conditions that could change what you thought was the best method. Pretty much the only hard and fast rule is to practice in various conditions. Drag racing is definitely hard on your car, but to become consistent in your driving, you will have to sacrifice some hard-earned cash for tires, repairs and modifications.

Metaphor and Translation Essay

Abstract Metaphor has been widely discussed within the discipline of Translation Studies, predominantly with respect to translatability and transfer methods. It has been argued that metaphors can become a translation problem, since transferring them from one language and culture to another one may be hampered by linguistic and cultural differences. A number of translation procedures for dealing with this problem have been suggested, e. g.  , substitution (metaphor into different metaphor), paraphrase (metaphor into sense), or deletion. Such procedures have been commented on both in normative models of translation (how to translate metaphors) and in descriptive models (how metaphors have been dealt with in actual translations). After a short overview of how metaphor has been dealt with in the discipline of Translation Studies, this paper discusses some implications of a cognitive approach to metaphors for translation theory and practice. Illustrations from authentic source and target texts (English and German, political discourse) show how translators handled metaphorical expressions, and what effects this had for the text itself, for text reception by the addressees, and for subsequent discursive developments. # 2004 Elsevier B. V. All rights reserved. Keywords: Conceptual metaphor; English; French; German; Metaphorical expression; Translation Studies 1. Introduction Metaphor, as a typical feature of communication, presents a challenge for translation too, both for the practising translator and for its treatment in the discipline of Translation Studies. In the literature on translation, the two main issues have been, ? rstly, the translatability of metaphors, and secondly, the elaboration of potential translation * Tel. : ? 44-121-359-3611Ãâ€"4224; fax: ? 44-121-359-6153. ? E-mail address: c. schaeffner@aston. ac. uk (C. Schaffner). 0378-2166/$ – see front matter # 2004 Elsevier B. V. All rights reserved. doi:10. 1016/j. pragma. 2003. 10. 012 1254 ? C. Schaffner / Journal of Pragmatics 36 (2004) 1253–1269 procedures. In most cases, the argumentation is based on a traditional understanding of metaphor as a ?  gure of speech, as a linguistic expression which is substituted for another expression (with a literal meaning), and whose main function is the stylistic embellishment of the text. It is only recently that a cognitive approach to metaphor has been applied to Translation Studies. In this article, I want to illustrate on the basis of some examples from the language pair, English and German, what a cognitive approach could offer to the description of metaphors in translation. The discussion proceeds primarily from the perspective of the discipline of Translation Studies. In taking this approach, it is also possible to explore how the cross-linguistic and cross-cultural perspective of translation can contribute to metaphor theory. 2. The treatment of metaphor as a translation problem Translation and interpreting as activities have existed for many centuries, and there is a long tradition of thought and an enormous body of opinion about translation (cf. Delisle and Woodsworth, 1995; Robinson, 1997). But it was not until the second half of this century that Translation Studies developed into a discipline in its own right (cf. Holmes, 1988; Snell-Hornby et al.  , 1992). Although at ? rst conceived as a subdiscipline of applied linguistics, it has taken on concepts and methods of other disciplines, notably text linguistics, communication studies, sociolinguistics, psycholinguistics, pragmatics, comparative literature, and recently, cultural studies. Instead of a uni? ed theory, we have a multiplicity of approaches, each of which focuses on speci? c aspects of translation, looks at the product or the process of translation from a speci? c angle, and uses speci? c ? terminology and research methods (cf. Chesterman, 2000; Gentzler, 1993; Schaffner,  1997b; Stolze, 1994). The phenomenon of metaphor has regularly been of concern to translation scholars who have argued about problems of transferring metaphors from one language and culture to another. The arguments brought forward need to be seen within the context of a heterogeneous discipline, i. e. , with respect to the speci? c model of translation within which the scholars approached their topic. I will therefore begin by giving a brief overview of the most prominent approaches to translation and provide a short account of how metaphor has been dealt with in the discipline of Translation Studies. Linguistics-based approaches de? ne translation as transferring meanings, as substituting source language (SL) signs by equivalent target language (TL) signs (e. g. , Catford, 1965). The source text (ST) is to be reproduced in the TL as closely as possible, both in content and in form. Since the aim of a translation theory has often been seen as determining appropriate translation methods, language systems (as langues) have been studied in order to ? nd the smallest equivalent units (at the lexical and grammatical levels) which can be substituted for each other in an actual text (as parole). Textlinguistic approaches de? ne translation as source text induced target text (TT) production (Neubert, 1985). The text itself is treated as the unit of translation, and it is stressed that a text is always a text in a situation and in a culture. Therefore, consideration needs to be given to situational factors, genre or text-typological conventions, addressees’ knowledge and expectations, and text functions. The central notion of equivalence is now ? C. Schaffner / Journal of Pragmatics 36 (2004) 1253–1269 1255 applied to the textual level, and de? ned as communicative equivalence, i. e., a relationship between the target text and the source text in which TT and ST are of equal value in the respective communicative situations in their cultures. Functionalist approaches de? ne translation as a purposeful activity (cf. Nord, 1997), as ? ? transcultural interaction (Holz-Manttari, 1984), as production of a TT which is appropriate for its speci? ed purpose (its skopos) for target addressees in target circumstances (cf. Vermeer’s ‘skopos theory’, e. g. , Vermeer, 1996). The actual form of the TT, its textual– linguistic make-up, is therefore dependent on its intended purpose, and not (exclusively) on the structure of the ST. The yardstick for assessing the quality of the target text is, thus, its appropriateness for its purpose, and not the equivalence to the source text. More modern linguistic approaches acknowledge that translation is not a simple substitution process, but rather the result of a complex text-processing activity. However, they argue that translations need to be set apart from other kinds of derived texts, and that the label ‘translation’ should only be applied to those cases where an equivalence relation obtains between ST and TT (House, 1997; Koller, 1992). Equivalence is probably the most controversial notion in Translation Studies. Some translation scholars reject this notion outright, arguing that by retaining ‘equivalence’ in the vocabulary, translation scholars sidestep the issue that ‘‘it is difference, not sameness or transparency or equality, which is inscribed in the operations of translation’’ (Hermans, 1998: 61). This view is also expressed in current approaches that are inspired by postmodern theories and Cultural Studies, which argue that texts do not have any intrinsically stable meaning that could be repeated elsewhere (e. g. , Arrojo, 1998; Venuti, 1995). For Venuti, the target text should be ‘‘the site where a different culture emerges, where a reader gets a glimpse of a cultural other’’ (Venuti, 1995: 306). In the course of its development, the focus of Translation Studies has, thus, shifted markedly from linguistic towards contextual and cultural factors which affect translation. Major inspiration for the development of the discipline has also come from research conducted within the framework of Descriptive Translation Studies (DTS), aiming at the description of translating and translations ‘‘as they manifest themselves in the world of our experience’’ (Holmes, 1988: 71). Research here includes studying the socio-historical conditions in which translations are produced and received, identifying regularities in translators’ behaviour and linking such regularities to translation norms which operate both in the social event and the cognitive act of translation (cf. Toury, 1995). DTS and postmodern theories thus de? ne translation as norm-governed behaviour (Toury, 1995) and/or a cultural political practice (Venuti, 1996: 197). The contrast between normative models (what a TT should look like) and descriptive models  (what TTs actually do look like) is also evident in the discussions about metaphor translation. Metaphor has traditionally been described as an individual linguistic phenomenon (a metaphorical expression) which can become a translation problem. Most scholars use the same terms as those applied in semantic theories (cf. Goatly, 1997), i. e. , terms like ‘image’ or ‘vehicle’ for the conventional referent, ‘object’ or ‘topic’ for the actual unconventional referent, and ‘sense’, ‘ground’, or ‘tenor’ for the similarities and/or analogies involved. Newmark (1981) explains these terms on the basis of the example rooting out the faults as follows: the object, that is, the item which is described by the metaphor, is faults. The image, that is, the item in terms of which the object is described, 1256 ? C. Schaffner / Journal of Pragmatics 36 (2004) 1253–1269 is rooting up weeds. The metaphor, that is, the word(s) used in the image, is rooting out, and the sense, which shows in what particular aspects the object and the image are similar, is (a) eliminate; and (b) do so with tremendous personal effort. He argues that in translating this ?  metaphor, a verb such as eliminer in French, or entfernen in German, would not do, ‘‘unless the phrase was of marginal importance in the text’’ (Newmark, 1981: 85). These arguments re? ect the two main concerns in Translation Studies, the translatability of metaphors, and procedures to transfer them from a source language into a target language. In equivalence-based approaches, the underlying assumption is that a metaphor, once identi? ed, should ideally be transferred intact from SL to TL. However, cultural differences between SL and TL have often been mentioned as preventing such an intact transfer. For Dagut (1976: 22), a metaphor is an ‘‘individual ? ash of imaginative insight’’, a creative product of violating the linguistic system, and as such, highly culture speci? c. Its main function is to shock its readers by creating an aesthetic impact. In Dagut’s view, the effect of shock is to be retained in a translation, and if linguistic and cultural factors hinder this effect, then he maintains that the metaphor cannot be translated. For illustration, he uses Hebrew metaphors translated into English, and shows, for example, how Hebrew metaphors are closely connected to Biblical stories and thus culture speci?  c (as in the case of the verb form ne’ekad—‘bound’, i. e. , metaphorically, ‘bound like Isaac for the sacri? ce’). Most authors agree that the image in the ST cannot always be retained in the TT (e. g. , because the image that is attached to the metaphor is unknown in the TL, or the associations triggered by the SL metaphor get lost in the TL), and subsequently several translation procedures have been suggested as alternative solutions to the ideal of reproducing the metaphor intact. For example, van den Broeck (1981: 77) lists the following possibilities. 1. Translation ‘sensu stricto’ (i.e. , transfer of both SL tenor and SL vehicle into TL). 2. Substitution (i. e. , replacement of SL vehicle by a different TL vehicle with more or less the same tenor). 3. Paraphrase (i. e. , rendering a SL metaphor by a non-metaphorical expression in the TL). Van den Broeck provides these modes of metaphor translation as a tentative scheme, i. e. , as theoretical possibilities. By linking them to categories of metaphor (lexicalized, conventional, and private metaphors) and to their use and functions in texts, he presents some hypotheses about translatability. In the tradition of DTS, van den Broeck sees the task of a translation theory not in prescribing how metaphors should be translated, but in describing and explaining identified solutions. He therefore argues that detailed descriptive studies of how metaphors are actually translated would be required to test the suggested modes and his hypotheses. In contrast to van den Broeck’s descriptive framework, Newmark’s translation procedures are presented in a prescriptive way, with the aim of providing principles, restricted rules, and guidelines for translating and translator training. He distinguishes between ? ve ? types of metaphors: dead, cliche, stock, recent, and original. In his discussion of stock metaphors, he proposes seven translation procedures, which have frequently been taken up in the literature. These procedures are arranged in order of preference (Newmark, 1981: ? C. Schaffner / Journal of Pragmatics 36 (2004) 1253–1269 1257 87–91). Newmark’s focus is on the linguistic systems, and his arguments can be linked to the substitution theory of metaphor (cf. Goatly, 1997: 116f). (All examples given here for illustration are Newmark’s own examples). 1. Reproducing the same image in the TL, e. g. , golden hair—goldenes Haar. 2. Replacing the image in the SL with a standard TL image which does not clash with the ? TL culture, e. g. , other fish to fry—d’autres chats a fouetter. ? 3. Translating metaphor by simile, retaining the image, e. g. , Ces zones cryptuaire ou s’ ? ? elabore la beaute. —The crypt-like areas where beauty is manufactured. According to Newmark, this procedure can modify the shock of the metaphor. 4. Translating metaphor (or simile) by simile plus sense (or occasionally a metaphor plus ? sense), e. g.  , tout un vocabulaire molieresque—a whole repertoire of medical quackery ` such as Moliere might have used. Newmark suggests the use of this compromise solution in order to avoid comprehension problems; however, it results in a loss of the intended effect. 5. Converting metaphor to sense, e. g. , sein Brot verdienen—to earn one’s living. This procedure is recommended when the TL image is too broad in sense or not appropriate to the register. However, emotive aspects may get lost. 6. Deletion, if the metaphor is redundant. 7. Using the same metaphor combined with sense, in order to enforce the image. Toury (1995: 81ff) points out that these translation procedures start from the metaphor as identified in the ST, and that the identified metaphor (the metaphorical expression) is treated as a unit of translation. He argues that from the perspective of the TT, two additional cases can be identified: the use of a metaphor in the TT for a non-metaphorical expression in the ST (non-metaphor into metaphor), and the addition of a metaphor in the TT without any linguistic motivation in the ST (zero into metaphor). This view deals with metaphor not as a translation problem (of the ST), but as a translation solution. In his descriptive study of ? the translation of verb metaphors (for the language pair Swedish and German), Kjar (1988) included such an inverse analysis as well, but did not go much beyond a presentation of statistical findings. Kurth’s (1995) findings, too, are derived from a descriptive analysis of actual translations. Based on the interaction theory of metaphor (cf. Goatly, 1997: 117ff) and on scenes and frames semantics as applied to translation (Vannerem and Snell-Hornby, 1986), he illustrates how several metaphors interact in the construction of a macro-scene. In German translations of works by Charles Dickens, he shows which TL frames have been chosen for a SL scene (e. g. , ‘humanizing’ objects by anthropomorphical metaphors) and what the consequences are for the effect of the text (e. g. , weakening of an image). 3. Metaphors from the cognitive linguistics perspective: consequences for Translation Studies The cognitive approach to metaphor, largely initiated by Lakoff and Johnson’s Metaphors We Live By (1980), can contribute new insights into translation as well. This approach, however, is only gradually taking root within Translation Studies (e. g. , Al? Harrasi, 2000; Cristofoli et al. , 1998; Schaffner, 1997a, 1998; Stienstra, 1993). The main 1258 ? C. Schaffner / Journal of Pragmatics 36 (2004) 1253–1269 argument of the cognitive approach is that metaphors are not just decorative elements, but rather, basic resources for thought processes in human society. Metaphors are a means of understanding one domain of experience (a target domain) in terms of another (a source domain). The source domain is mapped onto the target domain, whereby the structural components of the base schema are transferred to the target domain (ontological correspondences), thus also allowing for knowledge-based inferences and entailments (epistemic correspondences). Such models are largely encoded and understood in linguistic terms. In cognitive linguistics, the term ‘metaphor’ is used to refer to this conceptual mapping (e. g. , ANGER IS THE HEAT OF A FLUID IN A CONTAINER),1 and the term ‘metaphorical expression’ is used to refer to an individual linguistic expression that is based on a conceptualization and thus sanctioned by a mapping (e.g. , ‘I gave vent to my anger’). Establishing the conceptualization on which a particular metaphorical expression is based is relevant to translation, too. Such a perspective provides a different answer to the question of the translatability of metaphors. Translatability is no longer a question of the individual metaphorical expression, as identi? ed in the ST, but it becomes linked to the level of conceptual systems in source and target culture. In what follows, some implications of  such a cognitive approach to metaphors for translation theory and practice are illustrated. On the basis of authentic source and target texts, I describe how translators have handled metaphorical expressions. This description is linked to a consideration of the effects of such translation solutions on the text and its reception by the addressees. The examples come from political texts, and the languages involved are primarily English and German. The focus of this paper is the description and explanation of identi? ed translation solutions. It is thus related to DTS, but, in contrast to van den Broeck, for example, I do not pretend to test pre-established translation schemes or hypotheses. My starting point is authentic TT structures for metaphorical expressions in STs. That is, the description is predominantly product-oriented,2 with the explanation being linked to text, discourse, and culture. In my conclusion, I point out some ways in which the discipline of Translation Studies can contribute to metaphor theory. 4. Metaphor and text In the following two examples, we have an identical metaphorical expression in the ? German ST, Brucke (bridge), but it has been handled differently in the TTs (both extracts come from speeches by the former German Chancellor Helmut Kohl): 1 In this metaphor, ontological correspondences are, for instance, ‘the container is the body’, ‘the heat of fluid is the anger’; epistemic correspondences are then, for instance, ‘when the fluid is heated past a certain limit, pressure increases to the point at which the container explodes’ (source) and ‘when anger increases past a ? certain limit, pressure increases to the point at which the person loses control’ (cf. Kovecses, 1986: 17f). 2 A process-oriented analysis, i. e. , an analysis of the actual cognitive processes in the translator’s mind during the translation act, would add valuable insights as well. Moreover, such a perspective would also test the validity of Lakoff and Johnson’s (1980) theory. For example, one could test whether translators, as text receivers and interpreters, actually do access conceptual metaphors when constructing interpretations of metaphorical expressions (cf. Glucksberg, 2001), and how this might influence the decision-making for the TT structure. Research into translation processes (e. g. , most recently Danks et al., 1997; Kussmaul, 2000; Tirkkonen-Condit ? and Jaaskelainen, 2000) has not yet been conducted primarily with metaphors in mind. ? C. Schaffner / Journal of Pragmatics 36 (2004) 1253–1269 1259 ? ? Wir wollen die Brucke uber den Atlantik auf allen Gebieten—Politik und Wirtschaft, Wissenschaft und Kultur—festigen und ausbauen. We aim to strengthen and widen the transatlantic bridge in all spheres, in politics and commerce, science and culture. 3 ? So sind die amerikanischen Soldaten ein wichtiger Teil der Freundschaftsbrucke ? uber den Atlantik geworden. (literally: . . . an important component of the translatlantic bridge). The American forces in Germany are thus an important component of transatlantic friendship. (emphasis are mine) How (if at all) can traditional translation procedures account for these different solutions? Applying Newmark’s translation procedures, we could say that in the ? rst case, the procedure is metaphor for metaphor (i. e. , reproduction of the image), whereas in the second case the metaphor has been deleted. These texts would be examples of what Newmark calls ‘authoritative texts’, and in his guidelines to translators he states that in such texts, metaphors should be preserved. As a second criterion to guide the translator’s decision, Newmark suggests the importance of the metaphor in the text. The ? rst extract comes from Kohl’s speech on receiving the Honorary Freedom of the City of London (18 February 1998), the second one from his speech at the ceremony at Tempelhof Airport to commemorate the Berlin Airlift on the occasion of the visit of President Clinton (14 May ? 1998). The Berlin Airlift is known in German as Luftbrucke (literally: ‘bridge in the air’). In the London speech, the 50th anniversary of the Airlift is shortly mentioned, but it is not the ? actual topic of the speech. In the Tempelhof speech, however, the Luftbrucke is the actual topic, and it is used frequently in the short text, thus contributing to the structure of the text. Based on these considerations, Newmark’s recommendation presumably would be: metaphor into same metaphor in the ? rst case, but metaphor into sense in the second case. If we describe this authentic example on the basis of a cognitive approach, ? metaphorical expressions such as Brucke are considered ‘‘in the light of the metaphorical concept of which they are manifestations, and not as individual idioms to be ?tted into the target text as well as they can’’ (Stienstra, 1993: 217). In this case, one and the same historical event was conceptualized in different ways by different cultures, using different metaphors. The source domain of the English ‘airlift’ is a TRANSPORT domain, focusing on the medium (air), the action, and involving a direction (from–to). In the German ? Luftbrucke, the source domain is an ARCHITECTURAL STRUCTURE, focusing on the ? medium and the structural object. As said above, the anniversary of the Luftbrucke is the actual topic of Kohl’s Tempelhof speech; but is the bridge indeed the dominant metaphor in the text as a whole? In other words: what is the underlying conceptual metaphor by which ? the metaphorical expression Freundschaftsbrucke is sanctioned? A closer analysis of the text above shows that the argumentation is structured around the central idea of American–German friendship. In the ? rst ? ve paragraphs, Kohl gives an ? account of the historical event itself and of its political signi? cance. Luftbrucke occurs six 3 Translators are normally not identified by name in the case of translations being produced for the German government. 1260 ? C. Schaffner / Journal of Pragmatics 36 (2004) 1253–1269 times in these ? rst paragraphs, each time translated as Airlift, since each time it is used as a proper name. Kohl then links the historical aspect to the development of American– German friendship over the last 50 years, both at a personal level and at the governmental ? level. And it is here that he speaks of the Freundschaftsbrucke (exploiting the bridge image as a rhetorical means for the argumentative function of a political speech): [. . . ] in den vergangenen Jahrzehnten haben rund 7 Millionen amerikanische Soldaten bei uns in Deutschland Dienst getan. Gemeinsam mit ihren Familien waren es etwa 15 Millionen Amerikaner, die fernab ihrer Heimat, ihren Beitrag zur ? Erhaltung von Frieden und Freiheit leisteten [. . . ]. Im taglichen Kontakt mit ihren ? ? deutschen Nachbarn haben sie viele personliche Beziehungen geknupft. Diese wurden ? [. . . ] eines der Fundamente der engen Freundschaft zwischen unseren Volkern. Es ? ? ? sind ja nicht zuletzt die alltaglichen Erfahrungen und Eindrucke, die personlichen und menschlichen Begegnungen, die in diesen Jahrzehnten die deutsch-amerikanischen ? Beziehungen mit Leben erfullt haben. So sind die amerikanischen Soldaten ein ? ? wichtiger Teil der Freundschaftsbrucke uber den Atlantik geworden. 4 What we can see from such an analysis is that Kohl’s speech is structured around a metaphorical understanding of friendship: Germany and the USA are friends. Seeing the state metaphorically as a person seeking friendship involves a metaphorical conception of closeness. Thus, all references in Kohl’s speech to Kontakte, Beziehungen, Begegnungen (contacts, a dense network of personal ties, personal encounters) can be described as metaphorical expressions that are sanctioned by the conceptual metaphors A STATE IS A PERSON and INTIMACY IS CLOSENESS (see also Gibbs’ comments on primary metaphors (Gibbs et al., this issue)). One of the means which allows friends who live far apart to experience close personal contact, is a bridge. A bridge links two endpoints, here the USA and Germany (ontological correspondence), thus providing an opportunity for mutual contact (epistemic correspondence). ? From such a conceptual perspective, we can say that rendering Freundschaftsbrucke as transatlantic friendship does not really constitute a case of metaphor deletion. The conceptual metaphors A STATE IS A PERSON and INTIMACY IS CLOSENESS are present in both ST and TT. It is these conceptual metaphors that are relevant for the structure of the text and its overall function as a political speech. At the macro-level, the conceptual metaphors are identical in ST and TT, although at the micro-level a speci? c ? metaphorical expression in the ST (Freundschaftsbrucke) has not been rendered in exactly the same way in the TT. However, transatlantic friendship in the TT can equally be characterized as a metaphorical expression which is justi? ed by the same conceptual metaphors. 4 The authentic English translation of this passage reads as follows: Over the past decades some seven million American servicemen have been stationed in Germany. Together with their families, that makes about 15 million Americans who, in this country far from home, have helped, [. . . ] to safeguard peace and liberty. In their day-to-day contacts with Germans the American community here has built up a dense network of personal ties central to the close friendship between our two nations. It is not least this wealth of personal encounters, these everyday impressions and  experiences which make German–American relations a meaningful part of daily life. The American forces in Germany are thus an important component of transatlantic friendship. ? C. Schaffner / Journal of Pragmatics 36 (2004) 1253–1269 1261 If we take a cognitive approach, a ? rst aspect of metaphors in translation can therefore be described as follows: not all individual manifestations of a conceptual metaphor in a source text are accounted for in the target text by using the same metaphorical expression. This argument is in line with one of Stienstra’s (1993) ? ndings. On the basis of several Bible translations into English and Dutch, she illustrates that the conceptual metaphor YHWH IS THE HUSBAND OF HIS PEOPLE, which is a central metaphor of the Old Testament, was preserved at the macro-level, even if speci? c textual manifestations were changed or not accounted for in each individual case. There is another example in Kohl’s Tempelhof speech which provides insights into strategic uses of metaphors and their treatment in translation. In elaborating on German– American partnership in the world of today and tomorrow, Kohl says: ? Unser Ziel, Herr Prasident, ist es, den Bau des Hauses Europa zu vollenden. Dabei wollen wir, da? unsere amerikanischen Freunde in diesem Haus auf Dauer ihre feste Wohnung haben. (literally: [. . . ] We want our American friends to have a permanent apartment in this house. Our goal is to complete the construction of the European house—with a permanent right of residence for our American friends—and enable the family of European nations to live together side by side in lasting peace. (italics are mine) From a cognitive perspective, we can say that the metaphorical expressions Haus Europa, Haus, and feste Wohnung are all sanctioned by the underlying conceptual metaphor EUROPE IS A HOUSE, which is an example of an ontological metaphor (Lakoff and Johnson, 1980). Whereas in the ST, the structural elements have been lexicalized, the TT has made the entailments of the source domain explicit; that is, an apartment ensures a right of residence, and these are epistemic correspondences. Both ST and TT remain within the conceptual metaphor of a house, while the additional information in the TT  (‘‘and enable the family of European nations to live together side by side in lasting peace’’) can be seen as elaborating on this metaphor, thus also providing a conceptual link to the metaphor INTIMACY IS CLOSENESS which structures Kohl’s speech. Identifying metaphors and describing target text pro? les is a legitimate research aim for a translation scholar. An additional question concerns the causes and effects of particular translations (cf. Chesterman, 1998). I will illustrate this ? rst, by reference to the Haus Europa again, and then by commenting on the effects of a speci? c translation solution (fester Kern—hard core). Such an analysis needs to put the text into its historical context, accounting for its function, its addressees, etc. Metaphor is, thus, no longer a translation phenomenon of one particular text, but becomes an intertextual phenomenon. 5. Metaphor as an intertextual phenomenon The metaphorical expression Haus Europa ? gured prominently in the discourse of Helmut Kohl in the 1990s, speci? cally with reference to issues of European integration. Actually, the metaphor of the common European house was introduced into political discourse in the mid-1980s by the then leader of the Soviet Union Mikhail Gorbachev. As a 1262 ? C. Schaffner / Journal of Pragmatics 36 (2004) 1253–1269 re? ection of the ‘new political thinking’ in the Communist Party under Gorbachev, the conceptual metaphor EUROPE IS A HOUSE was to represent the idea of all European states, East and West of the ‘Iron Curtain’, living and working together in peaceful coexistence. The base schema for Gorbachev’s metaphor was a multi-story apartment block with several entrances, in which several families live, each in their own ? ats (i. e. , the prototypical house in bigger Russian towns). In his own discourse, Gorbachev hardly elaborated on the structural elements of a house, but most frequently stressed the rules and norms for living together in this common house. The rules of the house have to guarantee that every family can live their own lives, without interference from their neighbours, so that the common house is protected and kept in order (cf. Chilton, 1996; ? Schaffner, 1996). The Russian metaphorical expression dom was rendered as house in English5 and as Haus in German political discourse in reporting on Gorbachev’s new political ideas and aims, which were not readily welcomed in Western European countries. But more often than being rejected outright, the metaphor EUROPE IS A HOUSE was taken up and conceptually challenged. In British political discourse (especially in the second half of the 1980s), the structural aspects dominated in the argumentation, determined by features of the prototypical English house. That is, there are references to detached and semi-detached houses, to fences, and to questions such as who is to live in which room or on which ? oor.