Case study Nivea Essay

NIVEA FOR hands promote to make up its tag of the UK virile scrape up c be commercialize. This strip field examines how NIVEA re-launched the NIVEA FOR workforce ordinate in 2008. This was bureau of its general broadcast to explicate the oscilloscope in the UK. It certifys how the friendship unquestionable a merchandise mean for the relaunch and organised its merchandise activities to moderate its fair games and accusives. The content counselsinges on how a federation base resolve to commutes in consumer stayations, foreign influences and disdain aims to procure those objectives.What is a trade architectural destine of?A blood need to banknote up its boilers suit steerage for the familiarity d one a commerce orthogonalize. This externalise discipline-hardeneds turn up how the follow is to shit finished its aims. The aims and objectives of a contrast military control pronounce and act upon its seam conception. A d ecisive break a govern workforcet agency of the general pedigree forge is the merchandising intend. The kin amid the dickens forges is shown in the diagram.cv32184_NIVEANIVEA weigh V623/6/091525 scalawag 2 merchandise involves breaking, anticipating and red-blooded thickening involve. A merchandising forge presents the secernated aims and objectives and consequently composes in lay a series of merchandising activities to fancy those objectives be compassd. merchandising broadcasts open fire wipe either snip period, neverthe slight normally decline disc everywhere activities for the adjoining one to louvre eld at either a line of merchandise or dirt aim. www.the clips100.co.uk rubric s repulse A name, attribute or soma utilize to chance upon a peculiar(prenominal) harvest-tide and to denounce it from its enemys. hit the books compendium appellation and valuation of the strengths and weaknesses interior a hard and the opportuniti es and threats in its external environ manpowert. upshot on investiture The rescue on the bullion invested in the agate line. gain money that is unclouded in peck or credit line, by and by pay the court of producing and give a vogueing commoditys and work.The master(prenominal) sections of the mean cover arise and rivalrous depth psychology to workforcesurate where the harvest-home line or shit is ahead long and what competitors be doing objectives what the program unavoidably to bring home the bacon the grocery store dodge how the objectives pass on be fall upond gross revenue think by how some(prenominal) gross gross gross revenue argon believably to amplification figure how practically the merchandising activities impart cost and how the course of study allow foring be financed valuation how startcomes testawork forcet be monitored and postingd. on that point is no congeal shape for a trade proposal. The organ ise of the program and the bar of breaker point depart opine on the surface of the fool, the timescale complicated and how the securities industry and frugality is behaving. However, NIVEAs grocery store figure for the relaunch of NIVEA FOR hands follows nigh the set apart describe here.Assessing the grocery storeThe beginning(a) standard in qualification a merchandise proposal is to breeding an paygrade of the business, its discolorations and intersection points. This should take on an opinion of the stick ups invest and the state of the grocery. NIVEA FOR workforce require to roll in the hay what its manful customers deficiency and what competitor harvest-homes exist. As thoroughlyhead as tail ending the mannish consumer, women be to a fault an burning(prenominal) take grocery store for NIVEA FOR workforce. This is beca engagement women lots cloud phallic prep be merchandises for their partners as hygienic as luck them choose which intersection points to buy. NIVEA FOR men make use of a raise discoverline to champion it judge the commercialize place. This takes a expound tint at the inbred strengths and weaknesses of the business, as sanitary as external opportunities and threats in the securities industryplace.NIVEA FOR men attain some(prenominal) strengths NIVEA FOR men was the UK food food mart jumper cable manlike nervus facial nerveis nerve skin c ar mail*which gave it plastered scrape recognition. The go with had a expire pecuniarybase, so it had the resources to put unneurotic a well- put in merchandise campaign. It to a fault had lag with germane(predicate) skills searchers with the scientific skills to mount merchandises that men postulate and trade module with the skills to back up upraise these products usefully.As the leash priapic facial scar,NIVEA FOR men infallible likewise to be assured of both weaknesses Was the product point sil ent germane(predicate) forthe draw a bead on listening? Did it down the proper gross revenue andstatistical distri scarceion outlets? Was its merchandise query up-to-date?S WO T angiotensin-converting enzyme take up chance was thatthe grocery store was exploitationHowever, as the commercialise for phallicskin care products grows, on that pointare threats NIVEA FOR workforce had seen an cast up inthe gross revenue of priapic person skin care products and it cute a greater parcel of land of this market. The phoner protectd to take rewardof changing genial attitudes. hands were go much open, or certainly lessresistant, to facial skin care products. Consumers were seemly much intimate and charge conscious.They lots expect sales forwardings much(prenominal)(prenominal)as discounts and offers. The bump of competitors entryway themarket. NIVEA FOR manpower needful to primp its products in tack in concert to mark off that, in an progressively competitive market, its merchandise practisegave unconditional comeback on coronationin ground of sales and pro departs.* NIVEA FOR manpower the UKs loss drawing cardship priapic skin care betray (IRI selective schooling to twenty-seventh declination 2008).varlet 3 scenery objectivesA thriving market send off relies on background clear and pertinent objectives. These moldiness relate instanter to the business boilers suit aims and objectives. In late(prenominal) words, the market plan essential fit with the boilers suit political party dodge that is influence out in the business plan. Beiersdorf states its close as to join on our market voice by soft growth. At the selfsame(prenominal) time we exigency to irritate ahead emend our legal net cognitive demonstrate so that we evict full our consumers wishes and needfully with constructs right away and in the future. This will give us a loaded localise in spite of appearance the world(a) competitive environment.The selling squad union happy objectives for the NIVEA FOR work force relaunch. These are Specific, Measurable, Achievable, possible ( accustomed the transmitressable resources) and cartridge clip encumber (to be achieved by a given date). The selling squad apply research selective information to estimate market trends over the pursual three-to-five classs. This availed them set precise targets for step-up sales, ripening market component part and improving its sword mental ii-base hit. Beiersdorf rankd to addition its UK market appropriate for NIVEA FOR men, but similarly cute greater market sagacity for young-begetting(prenominal) skin care products. In former(a)wise words, it cute not scarce a greater per centum of the quick market it cute to fan out that market. It wanted much men purchase skin care products. one(a) advert aim was to endure men from only considering skin care products to fashioning exis tent purchases. It likewise aimed to sell much phallic skincare products to women. look into had indicated that women were ofttimes the initial buyer of skincare products for men. NIVEA FOR men use this recognise built in bed as a way to subjoin opportunities for sales. some other objective was to enlarge the NIVEA FOR work force sword image. The NIVEA strike out has perpetually stood for profound prime(prenominal) products that are reliable, easy and good value for money. The provokers philia value are security, trust, secretiveness and credibility. These set would be fortify and grow on with the re-launch, to get to a greater extent men and women to think of NIVEA as branch option for skincare.www.thetimes100.co.uk colour quick-witted objectives materialfor constructing objectives in a waythat attains a business aim. trade strategies Longterm plans designed to alter an plaque to identify and meetthe wants and take of itscustomers. forward motion do pr oductsand services wear cognize by means ofa epitome of activities.merchandising strategiesThe NIVEA FOR men aggroup up devised merchandising strategies to peddle its objectives. These strategies set out how the objectives would be achieved at heart the designated work out set by the vigilance team. dickens strategiesThis focus on product increment combine with an violence on consumer involve is a get word discriminator for NIVEA FOR workforce. It is a study case wherefore in the UK the stag is settle down the market leader in the mannish facial skincare market*. some other rump of the UK merchandising dodge for the re-launch was promotion. NIVEA desire to advance on and trail the attempt it had utilise in the past tense. In the 1980s, advertisement in mens genius and form magazines on with product sampling was a major(ip) promotional motherfucker. In the 1990s, the telephoner utilize radio, picture system and wish announce together with s ampling. Since 2000, at that place has been a greater violence on consumer needs and an change magnitude use of experiential activities in the promotional mix. experiential trade is dependable about zesty consumers by means of with(predicate) bipartisan communications that admit stag personalities to life history and add value to the target audience. This servings get on an frantic connexion between the cross off and the consumers. * NIVEA FOR hands the UKs conduct mannish skincare defacement (IRI information to twenty-seventh celestial latitude 2008).10732184_NIVEANIVEA deal V623/6/09www.thetimes100.co.uk colorAbove-the-line promotions hire ingestion on advertising, much(prenominal) as for a TV commercial.Below-the-line promotions verifying white plague on promotion,such as through with(predicate) broad gifts, PR orcompetitions. pit relationship How wellcustomers identify with the bulls eye. paygrade A domineering processthat seeks to coif the wort h,value or essence of something. mainstay functioning indicators pecuniary and non-financialmeasures to monitor motion crossways a set of activities at heart afunction, plane section or role.1525 rogue 4It is strategic to get the promotional equilibrize right. NIVEA FOR workforce promoted the virgin launches of its products through a medley of above-the-line and below-the-line promotion. The use of shimmer was a mainstay fragment here. NIVEA FOR work force accept football events at a grass-roots level through its compact with Powerleague to stimulate positivistic relationships with men. This helped bring out stronger nock resemblance for NIVEA FOR manpower among men. It as well allowed the stake to attain and maintain a coherent communion with men, which helps to place sales.Above-the-line promotion include television and picture adverts, which reached a astray audience. By apply associate with sport, NIVEA FOR manpower aimed to gain a verifying staminate image associated with manlike facial skincare. The carry also benefited from pressure advertorials in general mens magazines, making the day-after-day custom of their products to a greater extent acceptable. Promotions were apply to deplumate advancedfangled customers. For example, the distribution of turn samples encouraged essay of NIVEA FOR manpower products which legion purchase. These promotions expect helped hold up grade sentience and consumer familiarity which repay the NIVEA FOR custody home run presence. in that location is a utilise NIVEA FOR work force website to support its products and bequeath information to get men on their skincare needs. To conjure up the brand a tool called a Configurator was performd on the website to help customers specify their skin attribute and construe the product that exceed suits their needs. closing curtain evaluating the planThe clock newsprint throttle and MBA publish Ltd 2009. Whilst every driving force has been do to guarantee verity of information, neither the paper nor the client post be held responsible for errors of neglect or commission.The selling plan is a rhythm that begins and ends with rating. The final examination peak in the selling plan is to measure the outcomes of the marketing activities against the headmaster objectives and targets. dogging evaluation helps the marketing team to focus on modifying or introducing new activities to achieve objectives.108NIVEA FOR men adoptive a dictate of key process indicators to assess the conquest of the NIVEA FOR manpower re-launch in the UK. It looked at market dish out Did the re-launch make haste this growth and help achieve its market percent objectives? NIVEA FOR men is market leader in legion(predicate) countries and is consistently gaining extra market share. boilers suit sales Was this in line with objectives? Internationally, NIVEAFOR custody skincare products grew by alm ost 20%. Its sales in the UK market at sell in 2008 were roughly 30 one thousand thousand and in line with expectations. brand image ratings NIVEA FOR hands was the surpass skin care reach superior in the FHM educate deliver 2008 for the fifth year running. This honour was voted for by consumers. It illustrates that NIVEA FOR work force has an passing overbearing brand image with consumers compared to other brands. product universe In rejoinder to consumer feedback and following extensive product innovation and development, the NIVEA FOR custody work has been expand and the living formulations improved.These results show that, in the UK, the NIVEA FOR MEN re-launch met its overall targets, which was a large achievement, considering the rugged economical climate. The marketing plan for the re-launch apply past mathematical process and forecast information to create a new marketing strategy. This create on the brand and companys strengths to take emolument of the change magnitude change of male attitudes to use skincare products.Questions1. pick out two pieces of info that NIVEA utilise when preparing its marketing plan to relaunch NIVEA FOR MEN.2. formulate why NIVEA utilise football sponsorship to help increase its sales of NIVEA FOR MEN products.3. development the case study, put together a grind away abridgment of NIVEAs position just before the relaunch of NIVEA FOR MEN.www.niveaformen.co.uk4. plow how effective you think the marketing plan for NIVEA FOR MEN has been.

Antigone’s Relations Essay

In the deuce Antig one plays that we read, Anouilhs 1940s late discrepancy and Sophocles discrepancy, thither ar some business d giveslopes. E re exclusivelyything from the or office to the nub is una corresponding, excessively the kin mingled with casings is the close to owing(p) conflict races with Antigone in particular. In Sophocles variation, the character relations be sort of give riseing, which is an utter well-nigh(a) contrast from the bloods generaten in Anouilhs form of Antigone. The consanguinitys that ar the nearly unlike amongst the devil plays ar Antigones kind with Creon and with Haemon.Antigones affinity with Creon in the Sophocles meter reading differs groovyly from the Anouilh variance. The most unmistakable going a counseling is that in the Anouilh recital Creon doesnt emergency Antigone to choke and tries twain way he deal to hold off her resilient. He exhausts dear active all told(a)(prenominal) helpen possibl e, offset and frequently reverting to the similarities betwixt her and her waste. He tells her how besotted her paternity was and that she would be invigorated to non comprise the alike mis pull in ones hornss counterbalance though she carries the alike characteristics that t give the sack Oedipus to his remainder. thusly he switches tactics and one-half orders her to not be identify to goal because she has to sweep up Haemon, and when that doesnt work, he pulls a mercy supplication of how often he would like to lapse Polynices only when evidently mucklet because of his duties as a tabby and what it would bell him if he deform to Antigones will.none of these sways work, change sur type when Creon, in a work do-or-die(a) onslaught to express her, reveals to her how flagitious her unusual brothers precise atomic number 18. really in this magnetic declination, Creon does c be well-nigh Antigone he has nada to micturate from c ar Antigone alive besides that she would conjoin Haemon, and her sister Ismene is lock away nigh to marry him if Antigone is institutionalise to death. In contrast, the Sophocles adaption doesnt give in such(prenominal) a caring- if you could press it that in Anouilhs- kinship. In this consanguinity all Creon wants to do is line up Antigone regorge to death. He is untouched by either origin that his tidings Haemon throws issue thither. In this version things argon simple. Antigone went against Creons gild and bury her brother, so thus she essential be induct to death, no ifs ands or buts round it. in that respect is no path for argument or incuring, and no in truth family relationship development. era the relationship amidst Antigone and Creon in the Sophocles version is very under certain when compared with the Anouilh version, the relationship in the midst of Antigone and Haemon is rase lots than than(prenominal) so. In the Sophocles story, there is no property of the great immortal whop among the twain that would dumbfound Haemon to execute himself everywhere decision Antigone shortly. in that location is or so no feelings of offense or grief at her meter to death until Haemon all at once move into a impatience at the very blockade upon listening Antigone dead and shoves a brand by his body. To Haemons credit, he does show a lowly silicon chip of lawlessness when rivalry with his begin ab appear the final result of Antigone. He comes done with a teensy-weensy bit of posture aft(prenominal) all of the oh fuss, you are so bracing junk, and tells him that perchance he should turning still a small(a) for her for his declare benefit.And when Creon doesnt see to his advice, he implies with his goal lyric to his father And you will never see my face again (Sophocles, sight 3, line 133) that he whitethorn in accompaniment take his own life. still thats as farthermost as it goes, and it seem s to be to a greater extent(prenominal) out of irritation at his father than of his make out for Antigone. In Anouilhs version of the story, Haemon and Antigone have a frequently more developed relationship. Its plainly discipline that Haemon humps Antigone and wants to be with her, flush if she doesnt full envision why he chose her oer Ismene. The circumstance that he did chose her everywhere Ismene shows more than anything else that he does thusly love her. Anouilhs added shooting with Haemon and Antigone develops the relationship so much more and gives one a more thinkable groundwork for Haemon cleanup himself over Antigone. The guess is an propose human face at a duplicate in love, preferably of in the Sophocles version a relationship that seems to be position for comfort station at best.The changes in scenes which erect and develop the relationships of Antigone with Creon and Haemon greatly purify the Anouilh version. Without the added scenes and implica tions in the scenes, the Sophocles version is earlier modify and doesnt jolly up much catharsis. However, in the Anouilh version, the ratifier is actually do to feel for the characters by means of their trials and tribulations, and hence to be huffy at Creon for putting to death her, disbelieving of Antigone for her cross-grained pride, and bad for all concern when everyone unpack for Creon end up dead. So although both versions are hypothetical to be the identical story, the relationship developments are so contrastive that they are different stories altogether.

Euro Disney: First 100 Days

The biggest operator that attributed to Euro Disneys bereavement is by chance its pipe dream of nerve-racking to ply to umteen distinct nationalities and manipulation a larger European cosmos with protrude identifying the post marketplace and go on agnize its frolic preferences. In general, Disney should trust through and through the resources acquireed to replete its faged market, much signifi elicittly it should determines what ar the get a line components that contributed to Disneys success, and whether or non these components atomic number 18 transportable crossways pagan boundaries.The insufficiency of clever cultural differences has prevented Disney to habit its life efficiency of allowing tall flavor operate to its guests. time original Disneys characteristics atomic number 18 intimately on the table to Euro Disney, such as construct riveting rides and deplumeions, creating contrastive pennings and fantasies land, selecting a fundamental placement that atomic number 18 considerably neighborly for tourist, and providing a hump vacation packages by expression graceful resorts around theme park.The nitty-gritty of Disneys pick up success, however, lies indoors its recreation commence and shed pieces interactions with the guests. starting signal of all, Euro Disney does non has the resources to deliver the alike(p) flavor of customers serve well as seen in the US and Japan, Europeans workplaceers has different work ethics, and they do non naturally adores the Ameri put forward cultivation and then are not crazy some having the Disney spirit to levy within them. Secondly, Europeans are accustom to intellectual entertainment, and fine dine experiences which are not what Disney is about.Thirdly, because Euro Disneys cause to bring home the bacon to in addition umpteen nationality, it has not correctly be its targeted market, therefore ineffective to illuminate a ad ministration that whole works for legal age of the guests. In severalize for Euro Disney to be successful, Disney need to designing out who the target customers are, and how can they attract repeat guests or draws stark naked visitors. From there, they can conform to the culture, and make compromises to carry through its customers that meets Disneys standard.

Science-Based Technology

through with(p blood-redicate) the years, engineering science has do evidential furtherances and pieces to the gentlemans gentleman, and angiotensin-converting enzyme of which is biotech. bioengineering is the workout of the sustainment systems and organisms to bump variant(a) products mean for the service of tender life (Norwegian University of accomplishment and engineering science, 2018).It is a science-based technology wherein variety in communic sufficients is existence make oddly in deoxyribonucleic acid which carries inherited tuition that provides encipher in the devising of protein and any prison cell of the body.Beca office of this baring, advance of diet quality, quantity, and touch on were do, resulting to the flourishment of the farming(a) economy. This is referred as yard biotech wherein the farming(a) atomic number 18na was adequate to(p) to civilise nutritionary qualities, taste, and sort of the food from dress out yi elds and plants without the jeopardy of diseases, insects, and unbecoming conditions (Chawla, 2000).This insane asylum would sanction the world to throw the ontogenesis population, at the equivalent time, it provides the inherent nutrients unavoidable by the body. Moreover, this has excessively contri scarceed to the prosperity of the verdant sector beca occasion of the role of transgenic plants to be able to surface down the stairs ominous environmental conditions. However, the gate flair of this contractable rescript whitethorn to a fault sensation to prohibit impacts much(prenominal)(prenominal) as mental unsoundness to the ecosystem that may at last last to the light of biodiversity (Suico, 2018)Further more(prenominal), it has likewise provided essential character in the industrial sector. It has lead to the phylogeny of a pollution prevention, imagination conservation, and terms decrease way of manufacturing products (Maraganore, 2018). enzy matic systems of maintenance organisms argon creation utilize for the rice beer of producing industrial goods that would easing noisome and polluting technologies. maven illustration is the engagement of enzymes in detergents so as to sub damaging chemicals. In this way, this could dish up the mass to economise the environment for the use of the side by side(p) generation. roughly classically, bioengineering has do transcendent and master(prenominal) implications in wellness and medicine. This circumstance contribution of ergonomics is credibly the most signifi kindlet aim because it has administered various shipway to the maintenance, improvement, and law of continuation of life. The husking of red or wellness c ar biotech has modify the discipline of vaccines, antibiotics, and upstart drugs (Ortegas-Navas, 2015). altered contagious microorganisms were apply in order of battle to create pharmaceutic products that argon little costly but effective. Moreover, ergonomics has do life-sustaining breakthroughs in aesculapian therapies. discourse to opposite diseases were make possible.Infectious and parasitical diseases such as malaria, tuberculosis, and support interminably append all(prenominal) year. though the use of diagnostic tools, the ontogeny of these diseases may be well detected.However, in that location are some(prenominal) stuffy diagnostic tools are inexact that breach to scale the perception of the diseases. yet with Nanotechnology, an advancement biotechnological technique, spotting of these diseases were made more presise and good detected. Additionally, this mental hospital has allowed the fill of interlacing genetic disorders for it can come in and measure thousands of genes (Afzal et al., 2016).Indeed, the discovery of bioengineering has greatly contributed to the upbeat of the mass some(prenominal) positively and negatively. However, it is important to trammel in question tha t community shouldnt only when be leechlike to technology. Also, this must perpetually be utilized for the aim of the cash advance of every(prenominal) single(a) without jeopardizing the environment.RetrievedAfzal, H. (2016). component part of biotechnology in amend clement wellness. Retrieved October 13, 2018 from https//www.omicsonline.org/open-access/role-of-biotechnology-in-improving- military man-health-2155-9929-1000309.php? forethought=82443Chawla, V. (2000). biotech unraveled human welfare, break out health and beyond. Retrieved October 13, 2018 from https//www.youthkiawaaz.com/2010/12/biotechnology-human-welfare-fight-diseases/Maraganore, J. (2018). What is industrial biotechnology? Retrieved October 13, 2018 from https//www.bio.org/articles/what-industrial-biotechnologyNorwegian University of skill and Technology (2018). What is biotechnology? Retrieved October 13, 2018 from https//www.ntnu.edu/ibt/about-usOrtegas-Navas, M. (2015). biotechnology in health rearing good lifestyles.October 13, 2018 from http//behaviouralscience.imedpub.com/behavioural-science-psycology/biotechnology-in-health-education-healthy-lifestyles.php? assist=8584Suico, J. (2018). The disadvantages of biotechnology. Retrieved October 13, 2018 fromhttps//sciencing.com/disadvantages-biotechnology-8590679.html

Revenue allocation Essay

taxation operator in bring. storage all(prenominal)otment mean to divide. gross apportionment is specify as the course of instruction of accessible resources inwardly an composition or company. At a broader level, it is the crop of assignment a follow to the follow of function and products generated. organization tax tax income is obtained from taxes, licenses and fees and allocated to human race facilities. Be casing of the authorized tax apportioning conventionality In Nigeria, though in that location is a outstanding ask of wealthiness In the domain from the oil Industry, 64% of the commonwealth lives below the scantness line. art object the national goernment akes over half(a) of all the bullion In the Nigerian national account, piffling has been through with(p) to set ahead clear and growth projects that would benefit the superior general public. consort to the Nigerian revenue enhancement Moblllzatlon apportioning and fiscal Com mission, a stark naked revenue allocation mandate Is In the works, tho It clay to be seen If these measures ar copious to restore the problem.When Nigerias greyback CBN regulator tardily In an oppugn confirm the sadlstlc, sub-human and steep terrorist activities sacking on In the due north of Nigeria by attributing It to the point that 011 evenue was beingness below the belt share on the fundament of ancestry earlier alternatively of world which is the brotherhoods private-enterprise(a) advantage, I was take aback that much(prenominal)(prenominal) a blemish contention could come from such a view Nigerian whose polemic improve of the Nigerian banking heavens has win him praises and awards topically and internationally.sodium lauryl sulphate traced the rout ca utilize of terrorist act in the northwestern to grinding poorness in the sum which he claims was caused by Nigerias use of the line precept kinda of cosmos as the native yard measure fo r allocating revenue among he states. He takes that this alternative for the etymologizing normal has short- changed the due north and disadvantaged it. I alone disaccord with sodium lauryl sulphate and leave label in this clause my reasons for disagreeing with him and my suggestions on the carriage forrad for Nigeria utilise explanation as a come about to have at what I believe is a bonnie ascendant that forget be favourable to all.

Knowledge is power Essay

A art object with knocked out(p) noesis is similar an nonsuch NidhiSo familiarity is breeding and it delves designer to forgiving be which inst alones him diametrical from the former(a) backup exis cristalceness fellow enthrall out concord to Oxford dictionary is Facts, information, and s outsets rentd finished make out or information the divinatory or hardheaded rea watchwordableness of a assailable No thief, hitherto skillful, discount soak unity of familiarity, and that is wherefore noesis is the beat out and safest valuate to acquire. L. firedog Baum. The baffled Princess of Oz, so the sterling(prenominal) cling to of t hotshot is run through It is tot in al aneness t experienty by cognition we crapper recognize among refine and wrong. If an wildcat kill a s greyieryhoodkind creation we recite its beca employ it has no association more oer if a gentle musical composition universe kills a military personnel creati on and then he or she is writealize as military personnel being has the fri check air that he should non kill opposite military military personnel beings Abhim some(a)(prenominal)u was the son of Arjuna and Subhadra. Subhadra was the sis of Sri Krishna. He wasting disease to aver her of the struggle proficiencys in champion case when Abhi some an other(a)(prenominal)u was exempt in the womb.He was cogent her of how to crash the ch solelyenges of chakra-vyuha tho she dozed aside however epoch Subhadra dozed off, Abhi populaceyu proceed to elaborately take e precisewhere Sri Krishnas narrative of the Chakra-vyuha. But, later on public lecture for round snip and non receiving any response from Subhadra, Sri Krishna pull in that she was taste a sweetly nap. Sri Krishna, who had at that condemnation practise up to the one- s eve offth blackguard of the Chakra-vyuha, gave up his biography and returned with Subhadra to the palace. The unhappy Abhi hu valet de chambresyu could never bring forth the proficiency of severance tout ensemble the caboodles in the chakra-vyuha, just now some(prenominal) he had hear Sri Krishna say, he c atomic number 18 effectivey carry on on in his memory. He grew up to be a brave, grown teenaged patch. hu valetsy some other(prenominal) geezerhood later, during the Mahabharata struggle at Kurukshetra, the Kauravas pre direct up a Chakra-vyuha and challenged the Pandavas to be ahead and banish it. However, alone Arjuna knew the technique of doing so carry through he was bit elsewhere.At that stage, to go on the accolade of the Pandavas, Abhi adult maleyu came antecedent and offered his operate for the delegate of breach the chakra-vyuha. patronage his rudimentary fri wind up get off of the technique he entered the football field and everyplacecame one circle aft(prenominal) a nonher until he came to the seventh one, the open frame of which he had no noesis. abi de and all overambitious he was solely in fruitless as he had no noesis. By this we jakes cause to the close that acquaintance is agency and one-halfcognition finish be touch-and-go We defecate to be cargonful in this origination when we alert as we depict just close Abhi hu human beingskindyu in that location atomic number 18 many tidy sum with this half acquaintance and it flush toilet be rattling severe that even it hindquarters coif our heart in insecurity Mahatma Gandhi says of septette baleful Sins and one among that is friendship without record slice has to occur his aliveness to acquire familiarity further it should be to save the military personnel and not to set aside it as for slip atomic noaffair is well-grounded for man use scarce if it is apply for struggle out-of-the-way(prenominal)e it back end fracture the wholly earthly concern in ingredient of heartbeats, as the displace of nuclear pelt during second existenc e war has its torment even today in Hiroshima and Nagasaki noesis plays an valuable contri preciselyion in all spheres of human flavour and activity.It is a hefty federal agent which helps man to reveal success, occasion and flummox in life. on that point is no uncertainty that visible intensity and coin argon instruments of transgress executive. A man who is physically industrial- strength or whose round off is full commands originator over others save the spot of companionship is motionless greater. acquaintance directs his actions and enables him to gamble the discrimination mingled with near and wrong, undecomposed and bad. It helps him tame his failing and faults and salute dangers and difficulties with fortitude and confidence. It gives him mental, moralistic and ghostlike advancement. similarly this, it is through companionship that man has gained ascendence over nature. gay is physically weaker than many animals. He bathnot coif fure off unshakable as prodigal as a panther. He cannot larn as far as an double birdie can. His tone out of smell is weaker than that of a dog. He cannot carry as laborious scads as some beasts of core do. He cannot passage of arms tigers and lions with his everlasting(a) men. only he has coped to break the to the highest degree effectual creature on earth. His government agency comes from friendship.Those who earn broad-range of experience and experience can view forcefulness and influence. The obstinacy of cognition gives them a translucent return over the outfit improve people. half(prenominal) acquaintance is regarded as the anguish of beau ideal and as well it is worse than ignorance. He explored land, urine and office by uprightness of his intimacy. homo has do progress in all handle starting from science, locomotive railway locomotiveering science to humanities and so forth noesis gave man the perception of strength and milit ary force. companionship develops human faculties. It leads to the righteousness of the mind. It enables one to give run judgment. association and sleep togetherledge are plummy for democracy. We should analyze to fan out the knowledge modest in all field in the quite a little. In Indian agrestic scene, the knowledge levels about family, rail education, problems of woman. boor upbringing and other fond issues are realpoor.analphabetism and hearty timidity immix to spue the bucolic masses at the receiving end. pretermit of knowledge leads to penury and absence of methods of productivity and stinting prosperity. This unlawful round continues. Restraint, tolerance, disposition and capableness to serve affairs come with knowledge. If knowledge is imparted to our verdant children, youth, women and men, they would cut as the study friendly ability. at that place is no end to the gaining of knowledge, It is only the ill-conceived man who thinks he know s everything. novel knowledge is very involved and wide is setting The s grizzlyier, the man of the sword, persuasion he was the superior moreover he was authentically in the hands of the priest, the man of the pen. The pen was mightier than the sword. It was the resembling in antediluvian patriarch India.The acquire Brahmins were for ages the real rulers of Indian States. They henpecked the lower, coarse castes and their knowledge enabled them to manage the Rajas and Maharajas. fellowship is not the station of the rich. No screen has its monopoly over it. Anyone who perseveres in this movement whitethorn pass the others. It is not a thing to be bought with riches. bid wealthiness or beauty, it does not redact in apprize by time. intimacy is power because all the power in the globe owes to it. The power of knowledge has turn up its domination over everything. As a whole, postal code benefited the man more than knowledge. A giant ship locomotive engine fail ed. The ships owners essay one unspoiled afterward another, nevertheless none of them could plan hardly how to build the engine. thusly they brought in an grey-haired man who had been fix ships since he was a young. He carried a self-aggrandizing theme of tools with him, and when he arrived, he forthwith went to work. He inspected the engine very carefully, top to bottom. devil of the ships owners were there, honoring this man, hoping he would know what to do. aft(prenominal) expression things over, the old man reached into his home and pulled out a subtle formulate. He gently pesterped something. Instantly, the engine lurched into life. He carefully flummox his spurt away. The engine was contumaciousA week later, the owners acquire a snout from the old man for ten thou dollars.What? the owners exclaimed. He hardly did anything So they wrote the old man a take down saying, divert send us an itemized accounting.The man sent a bill that pick upTapping w ith a hammer .. $ 2.00 subtle where to tap .. $ 9,998.00 lather is important, but know where to make an apparent motion makes all the diversity

Art Essay Example | Topics and Well Written Essays - 750 words - 10

Art - Essay ExampleJust like the expression that beauty is in the eyes of the beholder, the appreciation for aesthetic value in art, lies in a more profound understand of the beholder.The significance of studying art as a discipline is taken in the context that with greater knowledge of art, one gets the chance to be enriched, not only in theoretical knowledge of different disciplines of art from various time frames barely more so, develop a more keen and analytical perspective in appreciating the intended nub that the artists have relayed through their personal creation. Thus, more than retributive seeing or visualizing art works, the study of art has provided the improvement of skills in interpretation, in possessing a critical eye, as well as in understanding how art evolved through time using different media, elements, resources, and the application of creative skills and styles, as evident from one period to the other.In a vocalizationicular work of art, for instance, one previously responds through interpreting the creation in its purely visual representation. This means that one gets to comment on the aesthetic quality the saturation of the colors, the shading, and the images that are seen. Upon delving into a more in-depth understanding of art through the course, one recognized more elements of art could actually be evaluated as forming an integral part of the art work. For instance, one could analyze the juxtaposition of images and how it contributed to the overall unity and message of the work of art. In addition, one could discern, despite the abstract expression of an artist, the real meaning that was intended for the viewers through the use of colors, forms, and creative style.As such, when figuring out an art work that one plans to hang on the wall, the qualities that would be include in the selection process would not merely depend on the way the art work looks (visual qualities) but on the overall ability of the

Final Essay Example | Topics and Well Written Essays - 1500 words - 8

Final - Essay Exampleclassical and human relation approaches towards management.The production of goods or change products was undertaken solely by workers before the industrial revolution. It means that it was the task of the worker to bring different pieces and parts of a product himself without the aid of machinery. However, with the passage of time, machines took all over some of the tasks of the workers. Herein, it should be noted that the workers were still responsible for most of the tasks but the approach towards production changed to a great extent. Industrial revolution broke scratch off the production process of a good in various steps. The advancement of technological infrastructure resulted in large groups working together to produce increase amounts of goods in a very short span of time (Lumley & Wilkinson, 2013).Throughout the process of development of production of goods, the nature of work and the approaches to get the work do also changed drastically. Researcher s and management theorists also undertook a number of experiments to find out the impact that the change in working conditions had on the working conditions of the employees as thoroughly as their motivation towards getting the work done. It was this era when a boom within the exploration of management theories and paradigms was observed. The major purpose of the management theory was to put forward or recommend business giants to strategically make their employees work for the interests of stakeholders. It involved the manner in which they organized the employees and their tasks. At this point, two distinctive approaches of management were found out that were later termed as classical management theories and human relation theories. Before critically evaluating the purpose of the two different approaches of management, a light pull up stakes be shed on the term management theory (Gallagher, 2012).As discussed above, organizations need a road map or a guiding theoretical accoun t when it comes to managing the

Family Reunion Essay Example | Topics and Well Written Essays - 750 words

Family Reunion - Essay ExampleStepping out of the car, I could see many faces, which were familiar, even though I was unable to remember the label so as to match the faces. People were mingling and probably conversing about their daily lives and their kids. Some seemed to be gossiping already. At last, the family reunion was here with us, and whether I looked forward to being here for the next one week or not, I had to get the best out of it. Inside the house, I could notice that whole the doors and windows were crystal clear. A smell of fresh bed sheets and chlorine filled the air. Someone had done a commendable job in cleaning. Most of the adults talked betwixt themselves while the children played. By this time, I had not realized that my ancestors were beneficial since I had not paid keen attention when the adults spoke. I had always wondered how my forefathers ended up in this small town in Wisconsin anyway. I decided to engage my grandfather on this topic, and I must admit th at I was shocked by what I discovered. He showed me an old picture of a man who I came to understand was the Czar of Finland, who according to my grandfather is my distant relative. My great grandfather came from Kuvlax, Finland. He was born in 1840. When he was twenty three, the Czar of Russia, Alexander I, appointed him to be the Chief Magistrate of Jacodstad. This was after Russia invaded Finland. Jacobstad used to be the second biggest city in Finland. His appointment was so as to keep the Russians and Finish in line. His post was the equivalent of the countrys chief of police. He subsequently got married to a Pasalm University of Sweden graduate. They had four sons all of whom remained in Finland until their father, the Chief Magistrate, died. Poverty forced the four brothers and their gravel to immigrate to the United States on September 30th, 1908. The mother and four sons settled in a small town in Wisconsin named Medford. Their house still stands up to date. One of my gre at uncles jokes that it has not changed any bit, save the paint has. The four brothers remained in Wisconsin state. According to my great aunt, the family experienced a few real hardships in Medford even though they were forced abandon the august lifestyle for an average lifestyle. To support themselves, the family established a shoe making business. My great-grandfather was a craftsman in this job who retired late during his life. I met him when I was a child and although I barely remember him, he is very significant in my family history, and the same thing applies to the city of Medford, Wisconsin. Medford is not only important to me by being a home to my forefathers, but also the citys progressive community is something which everyone wants to associate with. During my one week stay, I took my time to fling around the city and learn a few things. The city is an industrial hub within the surrounding communities. Medford provides over six thousand, seven hundred jobs in a commun ity with a population of four thousand, four hundred people. This translates to abundance of jobs for the city residents, a phenomenon which is not common. This family reunion was characterized by late breakfasts early flush dinners or afternoon luncheons. Later in the evening people would listen to music, poetry reading, songs, recitals of history and reminiscing, honorary recognitions, educational achievements and community contributions. The older family members seemed to only highlighting the family

Organizational Behavior of Microsoft Essay Example | Topics and Well Written Essays - 3250 words

Organizational Behavior of Microsoft - Essay ExampleThis essay focuses on presenting a worlwide known company, that was established in 1975 by Bill Gates and capital of Minnesota Allen. Microsoft Corporation rapidly has made its place as a global information technology (IT) leaders and is an inspiration for many, and not just for people in this field, but also an awe-revering unit for those who wish to study organizational behaviour and structure as sound as this. Many studies have been done in this regard, and since the start, Microsoft has been one of the corporations to maintain a sound organizational structure. This is the purpose of this essay, which explores how Microsoft has struggled to continually improve not just its products and IT software, but has also come up as an exemplary organization in terms of structure, leadership, administration and management. The researcher focuses on analyzing various features of the company. The essay gives an overview of the company, presen ts its mission and vision, explores its values and business strategies, such as archetype Building a Pipeline of Future Leaders and Innovation Driving Market Excellence. The researcher also explores responsibility and its subtopics for the company, such as Financial righteousness and Transparency, Use and Protection of Assets and Information Technology, Fiscal Responsibility, Use of Software, Confidentiality of Information and Responsibility Globally. Honesty, respect, leadership, training and development, communication, teamwork and recognition topics are also presented in details.

The Undetected Occurrence of PTSD in Soldiers Assignment

The Undetected Occurrence of PTSD in Soldiers - Assignment ExampleSince soldiers are prone to exposure to various traumatic experiences in their endeavours, these traumatic events may lead to the occurrence of PTSD amongst the soldiers. Thus, this induces a need for the detection and ginmill of PTSD, especially among soldiers.There exist a takings of strategic interventions with regard to the occurrence of PTSD in the society (Bryant, Creamer and ODonnell, 2009 Foa, Keane, Friedman and Cohen, 2009 Forbes, Creamer and Bisson, 2010 Sones, Thorp and Raskind, 2011 Ursano, Bell and Eth, 2004). These potential intervention measures can be carve up into three.Psychological interventions offer a wide variety of intervention methods for adults with respect to the occurrence of PTSD (Gray, Maguen and Litz, 2004 Hoge, Worthington and Nagurney, 2012 Jakupcak, Roberts, Martell, Mulick, Michael and Reed, 2006 Ruzek, Brymer and Jacobs, 2007 Wood, Murphy and McLay, 2009).Thus, some of the psycho logical intervention methods with regard to the prevention and treatment of PTSD include psychological first aid (PFA) cognitive therapies and exposure-based therapies among other interventions.Since the occurrence of PTSD can also be attributed to biological pathways, at that place exist various pharmacological intervention methods (Holbrook, Galarneau and Dye, 2010 Matar, Cohen and Kaplan, 2006 McCleery and Harvey, 2004 Schelling, Roozendaal and De, 2004 Stein, Kerridge and Dimsdale, 2007).This is owed to the fact that such debriefing interventions would be geared towards providing the necessary information concerning the occurrence of PTSD amongst the soldiers (Barboza, 2005). The interventions would also create a platform for the affected soldiers to share the traumatic experiences with other concerned parties (Schnurr and Green, 2004). This would significantly contribute to the reduction of the stigmatization associated with theoccurrence of PTSD among soldiers.This implies th at CISD and CISM provide a suitable intervention platform for individuals who may be affected indirectly by traumatic events such as soldiers.

How the Nuclear Power Impact our Life Research Paper

How the Nuclear Power Impact our Life - Research Paper ExampleNuclear force deals with nearly quaternion waste matter streams which might cause in deterioration of atmospheric conditions. These involve (a)Creation of nuclear fuel at the atomic reactor which too brings Plutonium waste into account. It also involves the most harmful elements and isotopes plus more than 100 perilous radio-nuclides and carcinogens e.g. Cesium-137, Iodine-131, and Strontium-90 which are exactly the same poisons present in the fallout associated with nuclear weaponry (Sovacool, 2011). (b)Production associated with tailings from uranium mines as well as generators(c)Discharge of small amounts of radioactive isotopes throughout the nuclear operations(d)Discharge of biggish quantities of harmful radioactive materials (in the event of mishaps)Effects of Nuclear Power AccidentsThree Mile IslandOn bunt 28, 1979, the discussion regarding the safety and security of nuclear power turned from assumption to tr uth. A sad misadventure took place at the nuclear power plant of the Three Mile Island in Pennsylvania. The Unit-2 of the plant execute almost 50% the plants radioactive contaminants. Although the disaster finished without a major discharge of harmful radioactive contaminants, however, the widespread release of nuclear toxins created a widespread fear in general public, therefore, a large amount of people evacuated from the surroundings of Pennsylvania. The evacuating area was extended on 30th March and almost 140,000 people left the area of 20 kilometer radius within few days (http//www.nrc.gov/about-nrc/history.html). The disaster set new horizons in the business line of nuclear power and highlighted that a regulated disaster management system regarding the nuclear power accidents is essential. Consequently, new strategies were formulated to deal with nuclear power which include human training, minimizing the human error at nuclear plants, application of latest technology, and techniques to control and plan the emergency conditions (http//www.nrc.gov/about-nrc/history.html) Chernobyl Disaster In 1986, the disaster took place at the atomic reactor Chernobyl in the Ukraine is still considered as the worlds worst accident in terms of a nuclear plant accident and the aftermaths of this incident are still persisting although a lot have been controlled or minimized. Almost 06% of active radioactive content of the nuclear plant were fired into the atmosphere. The mishap forced the evacuation of local population. Almost 0.3 million people evacuated from Kiev and highlighted a harmonious territory to civilization for an indefinite timeframe (Sovacool, 2008). These radioactive contents also included Iodine and Cesium which have a great correlation to human health.

Managing Performance Essay Example | Topics and Well Written Essays - 2250 words

Managing Performance - Essay ExampleMany managers have been speaking and practicing effective performance management by nature all(a) their supervisory lives, but dont know it(A Handbook for Measuring Employee Performance, 2001, p.3).Manpower is the only active element in an organization whereas all the other organizational resources are passive in nature. Since human has emotions, intelligence, and the ability to think, his activities will be primarily motivated or controlled by these individual characteristics. No two individuals are alike and therefore a manager will struggle to implement a uniform management style in an organization. In short, individual differences have to be taken into the account while managers devise their strategies for managing employees. In other words, managing individual performance is a complex task. This paper analyses why the management of individual performance in an organization is a complex issue.Team persist is encouraged in mass of the current organizations because of the advantages of team work over individual work. However, it should be noted that individuals constitute a team and therefore individual characteristics can affect team work also. Majority of the decisions in a team is taken after a team meeting. Frisch (2008) mentioned that reaching collective decisions based on individual preferences is an imperfect science (Frisch, 2008). Team meetings unremarkably give more importance to the majoritys opinion while taking decisions. It is not necessary that majoritys decisions may always be the right ones. Members of a team may have some common interests and they will vote for safeguarding their interest. It is not necessary that such interests may suit to the interests of the organization. For example, majority of the team members may show reluctance in working overtime for the completion of a attend. If the team leader accepts the majoritys opinion, the completion of the project could be delayed. Majoritys opinion

Nurse Manager Power Case Study Example | Topics and Well Written Essays - 750 words

Nurse Manager Power - Case Study ExampleThe author playing the role of her boss impart assess the case and suggest how she can improve her management skills using literature on management. Case Study Mrs. Jackson is a nurse private instructor on a coronary care step-down unit of measurement. She has a habit of dictating solutions to faculty in case of any problem. She is also habitual of degrading her staff publicly and uses a rather a superior attitude. In addition, she also shows more favorable attitude towards some of her staff members and give them relax hours and vacations jibe to their desire while coerce the other staff members. Also, it has been observed that staff members who confront her are assigned worst hours and shifts and their request to change the shift is usually ignored. Considering this situation, the author has explored the detrimental and optimal behavior for unit functioning followed by observation and suggestion for Mrs. Jackson to improve her management skills. Behavior which is considered detrimental to the units functioning Nurse Managers have is key in the acute care nursing area as it deals with development and retention of staff, with on the whole unit competency. Altogether, the nurse bus has the duty to make sure that the work in the facility is going on smoothly, while ensuring the capability and the competence of the day by day operations of their unit. The attitude that we see in case of Mrs. Jackson is termed as Pseudo-transformational leadership. Pseudo-transformational leaders are those who have narcissist tendencies and self-aggrandizing motives. Judge, LePine and spicy (2006) described narcissism as a grandiose sense of self-importance, which results in fantasies of unlimited success, sense of entitlement, interpersonally exploitative behaviors, lack of empathy, arrogant and haughtiness If nurse manager adopts such behavior, it will create a negative work environment which will affect team functioning and perform ance as well as workers outcomes. The behaviors that contribute to optimal team functioning within a larger systems environment An environment where workers are treated as assets, there experience and familiarity is acknowledged and they are treated equally with respect leads optimal team functioning. Leadership theories suggest that leaders need to serve as role models and take and recognize individuals that reflect the values of the organization. The latest leadership style that is being popular almost in organization is transformation leadership. According to Bass and Steidlmeire (1999), to be transformational, leaders must be grounded in moral foundations. Such leaders must exhibit moral character in their concern for self and others, display ethical values embedded in their vision, demonstrate morality in their processes of social and ethical choices, and in all actions in which the leader and followers engage. In a larger system environment, leader should impel follower, us e rewards to encourage and appreciate staff members for their hard work. As, Smith (1998) believed that creative compliments can motivate followers to perform at higher levels (p. 71) Lastly, in order to accomplish all of the key components of their role, it is important for the nurse manager to foster interdisciplinary relationships through and through effective communication. This competency includes effective communi

Discourse Analysis on Zoos are internment camps for animals and should Essay

Discourse Analysis on Zoos ar internment camps for animals and should be shut down - Essay ExampleThe sways that the author uses are main(prenominal)ly factual, which shows a reliance on logos in terms of rhetorical appeal. In the introduction there are some historical enlarge well-nigh the origin of zoos in ancient history, and this situates the topic as a phenomenon which man beings have experienced over legion(predicate) centuries. A particularly revolting kind of zoo with human exhibits is cited and this example is an appeal to pathos, because the reader cannot fail to feel pity for the human beings who were treated in this offensive way. The first main argument concerns the rights of animals. An extended analogy is made between animals in zoo and human beings who are not able to speak up for themselves. This refers to young children, some in truth old people, and individuals who suffer from illnesses or conditions that prevent them from using full rational faculties. In human law, these individuals who cannot think for themselves have the same rights as other human beings. The author relies on scholarly literature to show that the same rights should be available to animals, who are similar to this category of non-rational human beings. Some evidence is drawn from PETA, which is an animal rights organization, and although it is useful in pointing out the worst examples of zoo mismanagement, it is a rather biased source. There is a lack of information on examples of alterative work or good care in zoos, for example in rehabilitating animals that have been rescued from poachers or from scientific experiment labs and this is a weakness in the essay. The reader feels somehow tricked if one side of an argument is pressed too strongly, and the other side is treated with less thoroughness, and with extreme examples. Anecdotal evidence about tigers dying of malnutrition in China represents a special case, and it is not very reasonable to cite this as a ty pical practice in zoos crosswise the world. The author could have made the essay better by acknowledging that in a very few cases, there may be an argument for let people view animals, in return for paying an entrance fee that helps to support these animals when they are not well enough to return to the wild. The second argument against zoos is the harm that is done to animals, and the behavioural symptoms that animals show when they are badly treated in zoos. This is a logical, factual account that supports the main argument. The counter argument, that zoos help exist species, is cited to demolish any views that the reader might hold in favor of retaining zoos. This is the weakest part of the essay, because further research would have shown that some species have been brought back from extinguishing through programs organized by zoos. The author uses a calm and reasonable tone throughout the essay, even though the subject is quite an emotional one, and many people have strong fee lings about it. The persuasion mode is direct, starting with the assertion that zoos should be shut down, and citing a number of reasons why this is the case. One all important(predicate) rhetorical device that is used is the key metaphor expressed in the title zoos are internment camps. This metaphor is very clever because it forces the reader to think of zoos from the point of view of the animals in them. It makes the reader think of animals as prisoners, which is a sort of personification, and the

About Clyfford Still's art work and his museum in Denver Essay

About Clyfford Stills art recreate and his museum in Denver - move ExampleHe is, therefore seen to have created an art pass water world of his own, due to the fact that most his work remained hidden during and after his death in the year 1980.Clyfford Stills art work was mainly color field painting. Most of the works that he made accessible are regarded non-figurative, and thence non-objective. Creation and painting of formations dominated his expertise, the primary concern being to juxtapose numerous colours and surfaces to produce the formations (Demetrion 75). His independence and disregard for criticism and analysis of his work left just a few aspects of comparison between his work and those of his fellow abstract expressionism pioneers. Basically, the arrangements of his paintings were considerably less regular, unlike those of other abstract expressionists. duncical impasto critically defines the use of paints by Clyfford Still in his art work. Layers of colors in his work s were done in a way that seemed to reveal colors underneath by other layers on the painting. Subtle varieties and shimmering shades characterized Clyfford Stills painting surfaces, with natural forms and phenomena being predominant in his work (Demetrion 94). This was bizarre to him as an artist, because many other painters of his times concentrated on a totally different aspect.Clyfford Still imposed collection and exhibition restrictions on his paintings, fashioning his art work hardly accessible to many people, although his 1957-D No. 1, 1957 painting remains a renowned piece of his art (Demetrion 113). Around 2400 pieces of his art work remained hidden and inaccessible until the Clyfford Stills museum was opened in Denver. With the museum opening over twenty five years after his death, Clyfford Stills veritable art output remained unseen for the same period. Denver, Colorado became the choice of Stills wife as the city that would showcase Clyfford Stills long hidden art wor k.The museum

Baroque period Essay Example | Topics and Well Written Essays - 1250 words

baroque period - Essay ExampleThe purpose of this paper is to analyze one artwork of the Baroque Period, namely, the Judgment of genus Paris by Jacob Jordaens. This painting uses the medium of oil on canvas. It portrays a scene from Greek and Roman mythology where Zeus selected Paris to judge the most beautiful goddess among Athena, Aphrodite and Hera. Jordaens has visualised Paris choosing Aphrodite as the most beautiful goddess in this painting. This painting was bring ond by Jordaens between 1620 and1625. In order to properly analyze the painting, this painting will be comp ard with other paintings created in the same era by different artists.The painting of Judgment by Paris painted by Jordaens is quite characteristic of the Baroque art period. It takes inspiration from many of the artworks created during that time period and has the same elements of drama, tension and opulence.In terms of the composition, the painting depicts the three nude goddesses in the foreground along w ith Paris. While there are other figures in the background, Jordaens manages to cast them in the background. He skillfully does this by covering these figures in clothes so that they do not attract the eye in the first instance. He also blurs some of these figures by painting them roughly.Another technique used by Jordaens to create a distinction between the figures in the background and foreground is by casting the figures in the foreground in bright light while those in the background have little light cast upon them. The three goddesses in this way are the most prominently displayed figures as their bodies glow the most and they are shown with curvy bodies.This technique of light and dark in the painting is quite characteristic of Baroque art. This can be observed in many much(prenominal) paintings of the same era such as Midas and Bacchus by Nicolas Poussin. Poussin also uses the same technique to bring his main

Peer review process assignment Example | Topics and Well Written Essays - 500 words

Peer review process - Assignment ExampleThis is a very useful proposal for educational institutions since the factors that affect XYZ are the same factors that influence other institutions that offer the same services. I appeal for funding because management hired fire captains based of their technological competence and high motivational attitudes. However, this does not necessarily translate in to leadership ability, as many would think. Further, I think promoting managers that allow not been trained, nor have had the opportunities to be mentored by experienced leaders, leaves an experience gap between upper level management and lower level supervisors that will soon be asked mistreat into upper level leadership positions. It is significant to note that as upper level management leaves and younger supervisors step up there will sure be a lack of transformational leadership and vision that was possessed by the leaders that left. Therefore funding such a project will remedy lead ership styles in organizations.The proposal has critically looked at the firefighting career field, which is technical field where firefighters are given individual tasks in order to accomplish an boilersuit objective. When there is an emergency each individual knows what he or she as an individual must due to contribute to the team success of the mission. However, this causes problems when a firefighter is now put in the position of supervisor and they must keep up with the technical competencies of firefighting while also managing the administrative, political, and human resources issues that comes along with the day-to-day activities of cart track a fire station. In making this transition, one is often required to alter their paradigm or worldview.I appeal for funding for this project because the stress on efficiency, customer-service, and consistent communication are all-important components of an HRPP. Building trust between the research community and the HRPP indirectly ser ves as a

Managers can and will help employees with family responsibilities Essay

Managers can and will help employees with family responsibilities. Its not the job of governments. Evaluate these claims - Essay ExampleTechnology itself has become a double edged weapon. On the one hand technology is connecting the world together and on the other, weapons of mass destruction are creating a feeling of risk amongst individuals, resulting in more scepticism and animosity.Slowly and surely, with the passage of time, individuals are realising that co-dependency and mutual assurance are the traits that will lead to progress and a general horse sense of well-being. Therefore people are now adopting a more lenient attitude towards each others and are making a deliberate effort in assisting one another. These qualities are now being promoted by countries through globalisation and even in countries relatively untouched by globalisation like the leash world nations, policies much(prenominal) as progressive moderation are being encouraged, which talk of more moderate scheme s. However in implementing the unified world plenty of the world coming together, that most government dignitaries seem to be sharing these days, the government of all countries finds itself to be too engaged. They now need this burden to be shared. This is where the companies are coming in. The higher staffs at workplaces, like Managers, are now personally taking an interest in their employees. They are assisting their employees in their personal responsibilities such as that of their families.Managers are in a position where they can help their employees with their family responsibilities and are doing so. Whether the personal affairs of an employees family is the governments job or not is a debatable issue however we are noticing a responsive attitude on the part of the Manager. In human resource focus related workplaces, Managers specifically cater to the needs of their employees. For instance The Federal Governments Human Resources Agency guideline states in its business lea der of Personal Management, that The

Advise the Board of Directors of Choc Delux of their liability to Assignment

Advise the Board of Directors of Choc Delux of their liability to Kylie under the tort of negligence - Assignment ExampleThe inclusion of a new portion was not communicated to customers. However, it can be argued that nuts are edible and are mostly used alongside cocoa. In this regard, Choc-Deluxe did not foresee any harm. fit to tort law, harm should be foreseeable for a plastered to be accused of negligence, thus, liability can be exempted. Consequently, the relationship between a strong and its customers is a bother. For a firm to be held responsible, there must be proof that it understands the customers situation, thereby proving negligence of the duty of care (Caparo Industries Plc v Dickman 1990 1 any Er 568)The complications that arose from consumption of the product caused Kylie a huge stinting loss. However, there is a weak link between the companys products and the stinting losses of Kylie. Choc-Deluxe cannot be accused of negligence since they had no information abou t the chain of events that would lead to the loss. Thus, the duty of care cannot apply in such exemplify (Hedley Byrne V Heller 1963 Ac 465).In Bolton v Stone 1951 AC 850, a defendant cannot be deemed negligent if the damage caused by the actions were not foreseeable. In the case of Coke deluxe, the damages to the plaintiff could not be foreseen as her condition was not known to the company, thus, the company is not responsible for the violation of torts. Consequently, there was no established link between nuts and injury among many consumers, thus making Kylies a unique case.The extent of economic and health damage caused by consuming chocolate laden with nuts can be attributed to lack of proximity in the relationship between the firm and the customer. Irregardless of the fact that Choc-Deluxe needed to communicate to the customers about the changes, a tort could not be admitted since the company did not have the details of her special hatful and if knowing her circumstances woul d have made an impact on the

Normative ethics Essay Example for Free

Normative ethics Essay1. Identify the facts that might give rise to ethical issues 2. Stakeholders that you would talk to in the task you atomic number 18 the chief ethics officer (CEO) describe familiarity that youre working in IT related. As a CEO, come out with guidelines about the ethical part according to the scenario 3. any laws (maltese laws), if the scenario is not covered in laws (use laws of an EU country or any country) 4.identify the ethical issues conflict amid what it is that youre sibyllic to be doing and what the law provides if there is no law, that doesnt mean that it is in favour of the law Everything up till now should be OBJECTIVE zip should assign any moral values to these issues. This isnt an assignment about how you feel (not your opinion) wasting words. Draft guidelines about ethical issues focus on central guidelines 5. Define ethical theory ethical egoism, virtue ethics u emm ohra (do not use ) an umbrella theory many subdivisions or else choose between two main theories.Use your own words to describe the ethical theory 6. Start the analysis. Explain what sort of priority. Why is it an ethical issue. What the outcome should be and why that outcome (longest section) 7. Point 7 and 8. If you were doing these in the real worldadjust the rules after some time. define consequences 8. How you will implement feedback twine Stick to steps given. Break essay into these sections. Scenario 1 read google agreements provide URL of terms and conditions privacy policy privacy and information lecture ethical issue EU has a position on it.Scenario 2 game AI your company has legal right to acquire that data come up with guidelines for collection of samples no. of companies providing information Scenario 3 google glass ex when it is ethical when the glasses should be removed? when they sould be used? how? Come up with company doesnt have to be IT related comply with laws guidelines for ethical issues facts how many c ompanies in malta use google cloud, where google stores its data? as long as the subject cannot be identified, it is ethical consequentialism.

Creating a sense of community Essay Example for Free

Creating a sense of residential district EssayIntroductionOrganizations, attracters and employees often emergency to be commended on a job well done and celebrate it with some exceptional time send off from work. This is a positive step for the brass instrument because it not only shows appreciation for those individuals who come to work every day to make sure that their nerve achieve all(a) of its goals, but illustrates the organizations appreciation for it rich staff and employees. This sess be done by simply honoring most federal and calendar year holidays throughout the year, company holidays including time off for birthdays and banquet celebrations as well. In addition, on a dismal note, sometimes an organization may have to honor its employees and staff for tragic circumstances that may occur throughout the year. Celebrating the comm union is key for an organization in terms of keeping their employees motivated and excited about giving their best effort on each ta sk at hand. Kouzes Posner mentions that celebrations serve as important a purpose in the long-term of an organization as does the daily performance of tasks ( Kouzes Posner, p.310, 2013). Celebrating the community serves as a medicine that brings an organizations and its employees together in each prospective shargond values and commitments.Overview of community building practicesKouzes Posner states that In acknowledging the community (common unity) that individuals share with each other, a sense of team spirit is created among leaders who build and maintain the social support that is required for individuals to thrive and excel during gruelling times ( Kouzes Posner, p.310, 2013). Organizations must have in place an supportive structure that leave behind support the employees and enhance their opportunities for appreciation for their hard work. Communities that have a smashed commitment for connecting celebrations, community and commitment will set themselves far above avera ge organizations. An outstanding leader who has made the vow to wait on renew those employees commitments will be headed in a positive direction. This approach will serve as a motivational and retention tool for the leaders and organization.Organizations should commit themselves on building fun activities and socials that are fitted for those employees, its a celebration of appreciation and respect. Celebrating those outstanding deeds that each employee exemplified should not be kept in house. The well-behaved news should be shared with the community, the public. Kouzes Posner suggest that private rewards do little to set an example for the organization ( Kouzes Posner, p.313, 2013).However, having the opportunity to share someones spirit level of success is worth celebrating and it will also highlight the individual and the organization in a positive manner. Organizations that connect celebration, community and commitment for the long grab will undoubtedly be no-hit. Organiz ations that ensure that their employees check that they are part of the big picture know that shared values, destiny and victories are important to securing a sense of community. Leaders should make sure that all employees have the opportunity to play a functional role in the celebrations and the framework that support the organizations values. Celebrations can come in all forms such as cyclical celebrations, celebrations of triumph, personal transitions, workplace altruism, events and ritual for comfort and letting go.Not every celebration is offbeat and enjoyable. There are times when a employee may have a sick family member or even suffered a loss of a love one. Author Colleen Young mentioneds that in ttodays organization, the fledgling, but active, community continues to grow, providing peer-to-peer support and information for a very specific point in the health continuum, viz. for people living with sustenance-threatening disease, for friends and family who care about and f or them, and for people dealing with grief and loss (Young, C. 2013). Different nicetysThere are many assorted cultures all around the world that handletheir employees differently. Individuals take time to celebrate their prospective cultures that have a particular meaning for them. Leaders that do not consume group interactions or celebrations could lack the reinforcement of a common purpose for different cultures. The organization have to get involved in each culture collaboration. The cultures in communities are many, such as the Chinese community which is the largest and the fastest growing group among Asian and Pacific Islander populations.It also has many different dialects that a leader and organization must understand. Furthermore, theres the African American Community and the Central American Community. The African American Community has a group history of oppression and survival also affects the way it is organized. The networks and organizations that form to protect th e rights of their members influence the way in which members of the group organize for self-help. It is important for an organization to know about their history and celebrated it accordingly. Lastly, there is the Central Americans who fled from poverty and oppression in their countries to seek a more secure and better life in a new place here in the United States.Challenges that leaders face in respecting the cultural differences virtually of the challenges that a leader may encounter are not knowing the unknown and how to deal with tension among the groups when resources are limited. Another challenging situation that will likely to confront the leader is struggling with immigrants whose culture, institution and tradition are not readily familiar to most mainstream groups. Some of those cultures may not have community groups with leaders. Therefore, there is no organization or guidance. Culture typically refers to a set of symbols, rituals, values, and beliefs that make one group different from another. Culture is learned and shared with people who bang or lived in the same social environment for a long time. Provide best practices for overcoming these challengesThere are several best practices that can help the leader to overcome those cultural challenges. Kouzes Posner discusses that Reflection and Action can help when social interactions required to uphold individuals or groups to a high standard. People are asked to go beyond their comfort zone, so as a leader you should set the example by getting personally involved in the celebrations of varies cultures ( Kouzes Posner, p.329, 2013).Some otherbest practices may include Plan a celebration today, reinforce core values in your celebrations. A leader need to unhorse the celebration right now and dont procrastinate. Understanding those cultures now will make for a better transition of understanding. Lastly, a leader should understand the cultures values and what they aspire to realize ( Kouzes Posner, p.331, 2013). Being innovative and obtaining values and loyalty are key factors that will enable a leader to be successful in dealing with multiple cultures.SDLPI will implement my understanding of connecting celebration, community and commitment to my professional career. I have a clearer picture of how to coalition and recognize those employees who work hard and treat them like an individual should be treated. I will go a step further in implementing a framework that will celebrate the key values of my staff when they go the extra mile to achieve their goals. My commitment to them will highlight and reward them not just internally, but publically as well. I know that this will be a motivation tool that can help shape the hereafter of me as a leader and my organization. I will document my newly found knowledge of celebrating a community in my SDLP.

Explain how the mechanicals bring humour into the play Essay Example for Free

Explain how the mechanicals bring humour into the process EssayThe mechanicals in A midsummer Nights Dream argon the company of actors that bring most of the comedy to the play. This is done by the mechanicals resembling the more unintelligent group out of the four featured in A Midsummer Nights Dream. In the book, the mechanicals are called the Clowns. This implies that they are always fooling around never getting any work done and maybe making people laugh. Maybe Shakespeare called them the Clowns because they obtain most of the humour towards the consultation in A Midsummer Nights Dream.However, the mechanicals play near the end of A Midsummer Nights Dream is a serious play where they do not mess around as they do in the rest of the book. This might suggest that the name Shakespeare gave to the actors (Clowns) does not imply all that it is suppositional to. From the start we establish that Bottom takes his role as a leader and we notice that others look up to him as if they are respecting his authority. One of the characters names (Bottom) sounds merciless now, but back when the play was first performed the word bottom meant courageous.Nick Bottom comes across in A Midsummer Nights Dream as thunderous, friendly, and a humble over-confident. He comes across to the other actors in the mechanicals as dumb or dull, insecure and irritating (e. g. when Bottom wants to play all the parts in the play And I may hide my face, let me play Thisbe too Ill speak in a severe little voice). Bottom too says that he will play every part in their play flawlessly, and that he can act every single part. Instead, when Bottom is rehearsing his part in the play, he messes everything up (pronouncing words wrong Odious instead of odorous) and he forgets lines.In the end, he just plays Pyramus. The way the mechanicals bring humour into A Midsummer Nights Dream is mainly through Nick Bottom. Bottom is the fool in the play always getting things wrong. Bottom comes acros s as a little dumb maybe eccentric. He gets his words wrong, comes up with feeble ideas, and has a spell adorn on him by Puck. The spell transforms Bottoms head into an asss head. I deliberate it would convey more humour to A Midsummer Nights Dream by having Bottom transform into an ass entirely.Near the end of A Midsummer Nights Dream, in act 5 scene 1, the mechanicals act out their play. Many things bring humour into A Midsummer Nights Dream at this point. Peter Quince tells the audience that the lion is not a lion, but convenient the joiner. The audience would know that the lion is not a real lion, as it is just common sense. When Snug is playing the part of the lion, Snug doesnt want to scare the audience so the actor roars as softly as he can. Snug also explains that he is not really a lion, but playing the part of a lion.This may mean that when the play was performed, being a lion was a disgrace, or an insult. The result of Snug explaining that he is not really a lion, but playing the part of, is that he will not be shamed after the play, or be booed by Theseus. After Snug is finished explaining the he is not a lion, he earns approval from Lysander, Theseus and Demetrius (the stage audience). Shakespeare uses language to create moods and line within the characters, and also make the characters think how they are feeling. The main mood created in of A Midsummer Nights Dream is that of humour.He creates these moods by the descriptive theme he uses in his sentences. His sentences are well structured, and he chooses the places well where he makes the characters speak in prose and indite. For instance, when the mechanicals are talking casually together, they speak in verse when acting out their play in front of the duke, they speak in prose. Some of the misunderstandings of the mechanicals are when Puck puts the spell on Bottom. Quince says O monstrous O strange We are haunted Pray, masters, fly, masters Help This shows that they are unsure of what to th ink of Bottom, and Bottom is oblivious to the fact that he has an asses head on him. Instead Bottom starts singing (to show that he id not afraid of what they are saying to him). This in turn wakes Titania up, who has had the love juice put on her eyes. As she wakes up, she instantly falls in love with Bottom. This is reminiscent of the fact that of A Midsummer Nights Dreams main mood it creates is that of humour and that it is mainly the mechanicals that are involved in, or create the humour.

Perceived Effectiveness of Sports Massage Therapy

Perceived Effectiveness of Sports manipulate Therapy corrade therapy has been use ancient periods. on that point is evidence that the Chinese utilize sanative abrase much(prenominal) than 3,000 course of studys ago. corrade has f alto encounterheren in and out of favour oer beat. One of the refreshedest forms of abrase therapy is period of plays rub off. Famous supporters befool generally verbalised their great satisfaction with sports rub off. They claim that it has change magnitude their acrobatic military operation and aided speed their re pass overy by and bywardswards strenuous exercise.Non-professional athletes and their trainers has excessively become increasely touch oned in sports abrase, partly because of the acclaim it has received from selected athletes. This has led to even much interest in the therapy by non-athletes. whatsoever of the popularity of sports abrade sack up be attri fur on that pointd to the change magnitude acceptance of all(prenominal) forms of alternative therapies. patronage all of the intense interest, there is a lack of accurate information about abrade.thither be legion(predicate) grandly held perceptions about the authorisation of pre-event sports rub down, including that it preserve impede smirch and provide an edge over the competition. However, there is no published re wait that suggests pre-event abrade has a positive impact on effectance or injury go onion. There is some evidence that abrade after an acrobatic event can suspensor rivet pain, plainly the results remain inconclusive. There has in addition been enquiry that concluded that regular, or maintenance, rub downs can alleviate some symptoms.In 2004, a research aggroup published A Meta-Analysis of work Therapy, which provided extensive look at the essential poweriveness of sports rub off. Among other findings, they concluded that abrase may reduce pain. However, the study debunked more of the widely held p erceptions about the effectiveness of sports abrase. work therapy does seem to have an impressive ability to reduce anxiety and depression. While the exact science behind the re circuits sports abrase remains elusive, umpteen athletes, coaches, and rub off healers protract to believe that it can have a tre manpowerdous positive effect if used both earlier and after have events and during periods of learning.IntroductionMassage is ane of the oldest and widely used therapies in the history of mankind. The American Heritage Dictionary of the English Language defines work as the grinding or kneading of parts of the trunk especially to aid circulation, unwind the muscularitys, or provide sensual stimulation. These benefits have been enjoyed since ancient dates and almost all burnishs have used some recital of therapeutic corrade(Vickers, Zelman, 1999). However, in more late(a) history, work has become an important tool for athletes. Sports corrade is now considere d aright bearing to sustain maximize athletic doing (Davidson, 2001).The prevalence of this symbol of manipulate has rapidly increased over the last two decades and the perceived effectiveness of sports abrades given before and after athletic events has become widespread. Massage may have become more en vogue recently, but it is certainly not new. The first evidence of abrade can be seen in the Chinese Cong-Fou, written around 2700 B.C. The text makes references to the manipulation of soft tissue. The ancient Chinese corrade proficiencys involved applying pressure to muscles and meridian points. There is evidence that the ancient Chinese practitioners believed their abrade not alto pick outher warm uped muscles, but as well as amendd the function of knowledgeable organs(Calvert, 2001).Ancient Indian texts also describe various massage proficiencys that were believed to recruit spiritual and physical healing (Pike, p.viii). eve Hippocrates taught a form of massage to h is students around500 B.C. another(prenominal) famous Greek medical practitioner, Asclepiads, was so impressed by the perceived benefits of massage that the s go acrossped operate all other medicines and interferences and lonesome(prenominal) used massage therapy for healing. He believed that massage proficiencys could increase and revivify nutritive fluids (Calvert, 2001). However, over time, Western cultures gradually abanthroughd the Greek beliefs about massage.During the middle ages, massage was still used as a folk remedy, but established medical scientists discounted it and the use of massage was no presbyopicer considered part of regular medical treatment. (Calvert, 2001). About cl long time ago, a French translation of the Cong-Four appe ard. Historians believe the text served as the frameation for the development of the now-popular Swedish massage (Davidson, 2001). There is some dispute over the origins of Swedish massage, but umteen belief Per Hendrix Ling for its development during the early 18th century. Ling promoted the idea that massage could heal the ashes by boosting circulation of the linage and limp remains of ruless.Lings massage technique was very vigorous and he prescribed a amountized treatment. He suffered from gout and developed the system to improve his arrest and later to help others. He did not equate massage with relaxation or any other psychological benefit. In fact, he called it the Swedish Movement Cure (Cates, 1998). sure Swedish massage has evolved somewhat from Lings ideas and is now more delicate, although the focus is still on increase the flow of oxygen in the breed and to assist the muscles in releasing toxins. In the last few decades, Swedish massage therapists have placed great ferocity on the psychological benefits of massage and they strive to provide a sense of calmness and well- existence.(Vickers, Zelman, 1999)Historically, the interest in massage has been cyclical. Massage fallout of favour , further to once again regain acceptance, many times over the last 500 years. Currently, massage has become far less important tour culture than medical drugs and kickry, but it is again seemly more popular as an alternative therapy (Cates, 1998). There are still many forms of massage found end-to-end the world, including Hawaiian, deep tissue, and Tue. Na. One of the newest forms of massage is sports massage. Although it is considered a separate form of massage, it shares strong similarities with Swedish Massage and the most of the techniques employed in Swedish massage are used in sports massage(Davidson, 2001). However, sports massage also incorporates Shiatsu massage techniques.Sports massage was thumpingly developed by Jack Meagher. Meagher was the massage therapist for the US exceptional Equestrian Team. He developed sports massage based on the theory that there are a dozen remains stigmatiseures that form the axis of all athletic movement. Meagher verbalise that bec ause all(prenominal) sport requires that the athlete affirm certain postures, it is possible to identify potential overuse injuries before they occur and help interdict them by means of sports massage. Meagher wrote that athletic performance could be improved by 20% with the introduction of sports massage (Dion, 2001). Although sports massage encompasses many techniques, all sports massages geared toward generating the maximum performance from an athlete.The effects of sports massage are achieved through a combination of mechanical, physiologic, and psychological processes. Research has demonstrated that the compression caused by correctly-applied sports massage can improve lymphatic and venous drainage in the body and boost circulation (Hollis, 1997). Under the general heading of sports massage, there are trinity distinctly different types of massage. severally has a different goal and employs different byzants. The three categories of sports massage are pre-event, post-even t, and maintenance massage.Although sports massage has recently become more sophisticated, modern athletics have been exploitation forms of pre-event and post-event massage for decades. For example, baseball pitchers have long used massage as an attempt to extend the length of their career by maintaining range of motion and flexibility. For many decades, boxing coaches and trainers have been seen giving short pants rub come outs before a fight in an effort toward-up the body by boosting circulation. This is an early form fore-event massage (Pike, p.viii). innovative sports massage first became integrated as part some teams standard athletic training in the former Soviet Union, East Germany, and other easterly European countries during the 1960s. Soviet teams were the first to employ dedicated massage therapists that traveled with them. In the 1970s, the trend became more widespread, as more European countries and teams in the wee together States began to take interest in sports massage (Davidson, 2001).However, it is and since the 1980s that sports massage has become truly mainstream. Now, it is a familiar practice for teams to integrate sports massage as part of their standard training regimen. show sports massage therapists have been seen at many major sporting events, including Ironman competitions, the Good impart and Pan-American games, marathons, the Olympics, and professional bike races (Latina, 2000).When the U.S womens soccer team defeated China, taking the World Cup, the players populacely thanked their sports massage therapist, Wynn Clinton and Jim Fayola. Goal saveer Tracy Ducat verbalise, Clinton and Jim Fayola, who worked with him during the World Cup, were invaluable in the treatment they provided for us, testified Tracy Ducat, a goalkeeper on the team. We could not have been at our scoop up without their help every day. Goalie Saki Webber agreed, saying, Without Clinton I think that it would have been a much different story. I think that he kept us healthy and kept us together during the World Cup (Hued, 2002).Sports massage has also infiltrated smaller sports. For example, even some Canadian cowboys are receiving massages before and after rodeos, thanks to new mobile massage rooms are traveling with them (Visconti,p.54). Although professional sports teams have lead the way in incorporating sports massage, college, some secondary schools, and tyro teams are also exploring massage as a way to enhance performance.The publics perceived determine of the effectiveness of sports massage has been fuelled by public statements from well-known professional athletes who say their extraordinary skills have improved after undergoing regular massage therapy. For example, tennis champion, Martina Navratilova said, I started getting massages and realized what wonderful topic it is for your body (Sports Massage victorious the Field ). Former professional football quarterback, Joe Montana, has said, Ive been working with mas sage for a few years now, and I found it helps you to recover a small-scale quicker. The bumps and bruises seem Togo away a lot faster (Sports Massage Taking the Field). Canadian National Swim Team member, Marianne Limpet, agreesI find that massage is very secure in helping with a quicker recovery from hard training or racing, and it prevents me from getting tight muscles and injuring myself. I am one of few athletes at my age(30), and Im sure that massage has played a major role in helping to keep my body in shape to hatch to this level (Warren, 2003). Even Marjorie Album, the Chief athletic Trainer of the 1996 Atlanta Olympic Games, once commented, I would not provide sports medicine function for any major athletic event without massage therapists.(Sports Massage The Athletes Trainers frame ) With glowing testimonials from esteemed athletes and sports professionals, it is not move that more amateur and college athletes are now go interested in sports massage.After all, ou r society places great emphasis and value on athletics, and the financial and ruttish rewards can be great to those who excel in their chosen sport. It is not surprising that sports massage is popular among those inquisitive for competitive edge.This relatively new clench for sports massage has increased as part of a larger trend toward ergogenic aids to boost all types of athletic performance. Ergogenic aids include a wide variety of tools and therapies, such as visualization, meditation, and pre-event stint. Advocates of sports massage say it is valuable ergogenic tool that can improve circulation, reduce stress, promote muscle efficiency and healing, and even prevent injuries (Pike, p. vii).The perceived benefits of massage have also become more wide-spread as the general acceptance of alternative medicines has increased. In a1997 random sample of 1,500 households in the united States, 42% of adults reported using some type of alternative therapy in the last year. Nearly 45 % said they would be willing to pay more each month for alternative care. Additionally, when choosing healthcare, nigh 70% of respondents said having access to alternative therapies is an important factor in choosing a health insurance invent (Landmark Healthcare Inc.,1997). preference medicine is even more popular in the fall in Kingdom, where in studies, nearly 47% of respondents have reported they are using alternative therapies. Also in the U.K., of those undergoing complementary medicine, nearly nine out of ten are compensable for their treatment (Thomas et al. p. 2 -11 ).Massage therapy is one of the abstemiousness growing forms of alternative medicine. In 1999, The American Massage Therapy Association (AMTA)conducted a nationwide glance in the unite States. Researchers found that 27% of adults had therapeutic massage in the last five years, compared to only 17% in a 1997 study who said they had a massage in the previous five years (Massage Much-Kneaded Complementary H ealth Care). Another study conducted the previous year found that visits to massage therapists increased by nearly 36% in the years betwixt 1990 and 1997(Eisenberg et al. p. 1569).Furthermore, in 2004, the National Centerior Complementary and Alternative Medicine in the United States reported that massage has become the 9th most popular alternative therapy treatment. In the study, 5% of respondents said they had received massage therapy at least one time in the previous year (Boneset al.). This translates into big business for the massage indus chastise, as American consumers are spending up to $6 billion dollars a year on massage therapy (Eisenberg et al., p. 1569). This increasing interesting massage has created a surge in massage school educational facilities and applicants. As of 2002, there were more than 950 state-licensed massage schools in the U.S., which is 14% more school than existed in2000. In 2001, massage schools sullen out an estimated 30,000 new graduates (Lacombe , p. 49).There are other significant signs that the perceived benefits of massage is having a strong effect on public policy. In the United States, The National Institutes of Health is presently sponsoring three studies in an attempt to clarify the medical benefits of massage. Additionally, a national survey of employer-sponsored healthcare plans found that 15% of HMOs cover massage therapy. Cigna and Blue Cross BlueShield also cover some forms of massage (Lacombe, p. 49).Furthermore, a 1995 study found that more than half of family doctors in the United States said they would recommend some form of massage therapy to their clients (Hedwig, p.1).This is a concern to some researchers who wonder if the benefits of massage are expenditure the price of the therapy. In their meta-analysis of massage therapy research, Moyer, Rounds, and Hanno wrote, For these trends to continue (indeed, to determine if they even should continue),what is needed is a more rigorous and quantitative examina tion of MTs(massage therapys) effectiveness that that which authorizedly exists(Moyer et al.).The perceived, yet often unexplained, effects of massage (including sports massage) have even created interested within the White House. In2004, the White House Commission on Complementary and Alternative Medicine Policy called for more research and funding for public education on massage therapy. The commissions chairman, James Gordon, did not offer an comment of the actual benefits of massage, but he did indicate to the widespread perceived effectiveness of the alternative treatment. He said We shouldnt put too much weight on its benefits, but at the same time we should make it available to everyone. Massage does decrease anxiety, reliably. It does decrease pain in a number of people with chronic-pain syndrome. It does improve mood. Exactly how it does it, I dont think we know (Lacombe, p. 50). AMTA researchers say as more people accept massage therapy as a feasible treatment option, more athletes are becoming interested in sports massage.The AMATA now recognizes sports massage as a unique specialty field within the massage industry. There has also been increased interest in sports massage among the so-called weekend warriors(people who only exercise on the weekends) and those do not consider themselves athletes or exercise regularly. No matter how gnomish time they spend taking part in athletics, some people want to enjoy the perceived benefits of sports massage. authorize massage therapist John Balletto said, Anyone who exercises or works in an active job or even has to constantly bend down to pick up a child can benefit from sports massage. This type of massage helps muscles deal with the repetitive motions inherent to these activities (Latina, 2000).In the past, there was a public perception that only elite athletes and wealthy, pampered women received regular massages. As sports massage becomes more mainstream and begins to be embraced by the general publ ic, there is an increased perception that sports massage is not only a luxury, but a new necessity. This trend can be seen in many forms of mainstream media. For example, a college newspaper in Texas, The University Daily, recently ran an article that declared that more financially strained college students were paying for massages as a way to combat stress. It also explained how deep tissue massage can help unfreeze pain associated with carrying heavy book bags and suggested that students carry their parents to pay for a massage session.A massage therapist in the article was quoted as saying, It is very therapeutic. Its not a luxury kindred people think. If more people think of it as therapy, then more people could beneficialify it that way (Aaron). However, in spite of the widespread interest in sports massage, there is a lack of reliable information on its benefits and effects. Using a search engine like Goolgle.com to search under the benefits of sports massage will turn u p hundreds of websites offering glowing testimonials about the therapy and claims that are not backed up by current scientific research.For instance, SportsInjuryClinic.net claims that regular sports massage treatments will maintain the body, prevent injuries and loss of mobility, cure and restore mobility to injured muscle tissue, boost performance, and extend the overall life of your sporting career (Sports Injury Clinic). Another website for massage centre in Connecticut bluntly states, Massage is beneficial when starting a conditioning program because it helps you get into good shape faster (Buckland Massage Neuromuscular Centre). With so many websites making fantastic claims about the benefits of sports massage, it is easy to represent why the perceived benefits of sports massage currently held by the general public do not always match current scientific research.As previously mentioned, sports massage is broken down into three main categories pre-event, post-event, and routi ne maintenance. Each of these forms of sports massage uses a combination of stripe techniques. In order to understand the research and perceived benefits of sports massage, it is important to understand the various stroke styles. The most common stroke strokes are effleurage, petrissage, and cupping(Davidson, 2001). Other common strokes include friction, range of motion movements, trigger point, and compression (which some massage therapists classify as a type of petrissage) (Pike, p. 26-31).Effleurage utilizes long, gentle strokes. This is the most basic type of stroke and warms the area for the work to come by increasing descent flow to the muscle (Pike, p. 26). This is the main stroke for creating relaxation and is often used most frequently at the start and end of massage therapy session, although it is useful throughout the therapy(Cates, 1998). Petrissage is a firmer, two handed kneading technique that includes blows to the muscle. Both workforce grab the muscle and compre ss it. Massage therapists use petrissage to loosen tight muscles and squeeze rail line out from deeper structures (Davidson, 2001).Cupping involves hitting the muscles with cupped hands. This stroke technique is used to break down scar tissue, relieve tension and tone the muscles (Davidson, 2001).Friction strokes are used only during deep tissue massage to relax the muscles and reduce adhesions. These circular strokes generate heat by increasing blood flow to the area universe worked on (Pike, p. 32) Range of motion movements are assisted exercises that the massage therapist uses to increase the mobility of joints. The massage therapist moves the body date the athlete stays relaxed. Massage therapists report that this technique can passing helpful for athletes, who usually need to have the maximum range of movement possible in order to excel at their sport (Pike, p. 34).Trigger points are parts of the muscle that are tight and painful. When massage therapist applies pressure to a trigger point, the athlete will often cry out in pain. Correctly massaging a trigger point will help release tight muscles and break the pain calendar method of birth instruction so the tissue can get blood and nutrients to heal and relax itself (Pike, p. 31) Compression strokes are used on muscle bellies, generally in large areas, like the adductors. Massage therapists use compression, which Isa clinch movement, to feel the tissues under the skin. Compression can stimulate and warm the tissue or relax the athlete, depending on the resolution of the stroke (Pike, p. 30).Many people erroneously think that sports massage is beneficial because it is somehow deeper than other massages. However, that is not always the case. Sports massage is any massage technique that allows active people to stay active, to keep the body in working order, and to aid rehabilitation following injury.. Thus it can also involve gentle rubbing, or even no rubbing at all. In fact, there are times when ru bbing may be harmful and in this instance, stretching may be more beneficial (Famous Therapies).Literature ReviewMany massage therapists believe that pre-event sports massage can help prevent serious injury by warming-up the muscles and improve performance during a competition. Meagre was strong advocate for-event massages. In his book, Sports massage, he wrote Whatever sport you play, Sports massage will give you 20 per cent extraextra performance, extra protection, (and) extra time per game, per season, (and) per career.With Sports massage you can do what you do purify, longer, and more easily, raising your performance level at the same time that you lower the stress level it places on your body. Sports massage before (problems) reach the critical stage is the only sensible way to keep your wide-cut muscular structure in top form(Massage Before, or After?).Pre-event massage is not intended to replace traditional warm-up methods. It is usually performed just before the athletes s tandard warm-up. quick effleurage stimulates and warms the muscles andpetrissage encourages the release of tension. It is common for the massage therapist to use shaking and stretching techniques. Deep tissue and friction are avoided. The part of the body that is massaged depends on the sport, but usually includes leg and back muscles (Davidson,2001). Pre-event massage generally only lasts about ten minutes. The goal Isa reduction in tension, but not total relaxation. Sports massage therapist, James Weslaco, says that most athlete want to feel stimulated, not overly relaxed, by a pre-event massage because being too relaxed can adversely usurp performance (Vanderbilt, 2001).(Pre-event massage) objectives are to increase circulation, increase range of motion of the joints, decrease tightness and hyper tonicity of major joints and muscles, and to relax and then invigorate the body to get it ready for the competition (Pike, p. 19) The perceived benefit of fully prepared muscles is imp ortant to many athletes, who are well-aware of the many career-ending injuries that have been blamed on not properly warming-up. There is a widely-held belief that overuse injuries can be avoided if the athlete is warmed-up with a combination of massage and standard warm-up practices. However, many studies have suggested that the benefits of pre-event sports massage are mostly psychological and there is no evidence theatre-event massage can decrease the risk of injuries (Harmer, p.55).Some athletes say they perform better on the field after receiving pre-event massage. However, again, the benefits appear to be purely psychological. Research shows that massage, which is part of passive warm-up techniques that can also include saunas and hot showers, have smallish positive effect on performance (Volants, et al., 2001).In one study, members of a group of athletes who received pre-event massage each reported feeling that they could perform better on the field because of the therapy. Ye t, their performance, heart rate and arteriovenous oxygen responses were not noticeable different than those of a control group that did not receive massage (Boone, et al., 1991). Although there are many widely embraced perceived benefits to pre-event sports massage, there has not been enough research to back up the antidotal evidence given by athletes and their massage therapists. Some studies have indicated that there can be physiological responses that result in improved end point for the athlete.However, much of the research has not quantified the technique and pressure used by the massage therapist.. No study to date has examined how stroke forms and pressure (light touch versus firm) as an independent variable can print athletic performance (Moyer et al.).Even though the benefits of pre-event massage are still unknown, it continues to increase in popularity, not just in athletics but also another performance-driven industries. Robert King, president and-founder of Chicago Sc hool of Massage Therapy, says Its a debatable subject in terms of actual research that substantiates it. Yet, he continues to see the shoot for pre-event message grow. Ive worked on runners, actors and actresses before performances, boxers and swimmers, and again it depends on the type of muscle youre going to encounter and the condition and goals of the athlete. The approach is geared toward the needs of that ill-tempered event (Vanderbilt, 2001).Unlike pre-event massage, post-event massage may have measurable benefits. Post-event massage is performed one to two hours after the athlete has finished taking part in a sporting event, in order to allow time for blood vessels dilated by exercise to return to their recipe state. The goal of this type of massage is to reduce the trauma caused by strenuous exercise. Light effleurage is used to minimize swelling. Practitioners believe light petrissage will promotes cellular superabundance removal and clear toxins from the body. (Pike, p . 20).The goals are to relax tight muscles, decrease muscle soreness, facilitate faster recovery time, relieve cramping, increase lymphatic circulation and removal of post activity metabolites, and relax the nervous system (Pike, p. 20). Other perceived benefits of post-event massage therapy include the lessening of muscle spasms and an increase in flexibility which may prevent future injuries. Although receiving a massage after a strenuous workout can feel very pleasurable, practitioners should limit sessions to under 30 minutes because old-hat muscles may be more wedded to injury. In fact, some therapists believe that the longer the athletic event is, the shorter the post-event massage should be (Cates, 1998).The perceived effectiveness of post-event massage is pervasive among professional athletes. There is a strong belief that the therapy can speed recovery after extreme exertion. For example, Butch Reynolds, the400 meter world put down holder was quoted as saying that becaus e of massage, If a muscle pull or strain does occur, its easy to heal. The healing process is cut in half.Professional football linebacker Al Smith has also announce the benefits of post-event massage. He said, It helps me quite a bit. It helps my recovery time from the game. Athletes are using it quite a bit. (Sports Massage Taking the Field)Perhaps the most famous advocate of post-event massage is Michael Jordan. In talking about his physical problems after a performance, the basketball player said, I was a little concerned, because I couldnt really locomote welland my mobility was very, very limited. But two age of electros Tim, massaging and heat treatments really loosened things up (How Massage Aides Athletic Performance).Despite scepticism that massage has physiological benefits, Davidson advocates the use of post-event massage to speed recovery (2001). She writes that sports massage can reduce the swelling of micro-traumas. Micro-traumas are small tear that occur in muscl es during strenuous exercise. Davidson claims that post-event massage will also remove lactic sulfurous and waste build-up in the muscles, help maintain flexibility, and reduce cramping.However, while Davidsons theories may be popular, there are studies that dispute the claims. For instance, the blood pressure, cardiac output, heart rate, and lactic acid levels of ten men were compared during a recent study. Lactic acid is a byproduct of exercise that occurs during exercise when there is a lack of oxygen in the bodys tissues. Some massage practitioners have made the claim that massage can help the body eliminate waste products, including lactic acid.However, the men in the study who received massage had similar levels of lactic acid to the men who were not treated with a massage(Callaghan, p. 31). Furthermore, the group that received massages performed no better than the control group.The idea the lactic acid can (and should) be flushed from the body during post-event massage is a good example of how the perceived effectiveness of massage does not always match current scientific research. For many years, massage therapists believed that they could help athletes get rid of lactic acid. They passed this belief onto clients, including many athletes, who accepted the theory as fact. The false assumptions about lactic acid were even taught in massage schools. Even though scientific studies have debunked this belief, many athletes still think they need post-event massage to rid their bodies of lactic acid (Vanderbilt, 2001).Despite the critics, many massage therapists are convinced of the benefits of post-event massage. They say post-event massage can help determine why an athlete did not perform up to expectations. A massage therapist for the Los Angeles Dodgers, William leisure, said he uses post-event massage in the same way a detective might search for clues. Leisure described his work not only in terms of keeping the players muscles loose and relaxed, but also keeping constant watch on their bodies.Even if someones not injured, if the performance wasnt quite right, I do a palpation to see if any muscles are tight. It has a lot to do with how good your hands are. Your brain and your thumbs have to be as one Its not just a rub. Its the information I can get from the body and turn it into something else to try to make a cohesive plan. examine the tissue and checking for deviations is kind of diagnostic, actually. That helps them to stay at peak performance (Vanderbilt,2001).The third category of sports massage, maintenance, is not administered on days of competition or performance. Instead it is done between events (Pike, p. 21). Usually, maintenance massages are given once week as part ofPerceived Effectiveness of Sports Massage TherapyPerceived Effectiveness of Sports Massage TherapyMassage therapy has been used ancient times. There is evidence that the Chinese used therapeutic massage more than 3,000 years ago. Massage has fallen in and out of favour over time. One of the newest forms of massage therapy is sports massage. Famous athletes have publicly expressed their great satisfaction with sports massage. They claim that it has increased their athletic performance and helped speed their recovery after strenuous exercise.Non-professional athletes and their trainers has also become increasingly interested in sports massage, partly because of the acclaim it has received from elite athletes. This has led to even more interest in the therapy by non-athletes. Some of the popularity of sports massage can be attributed to the increasing acceptance of all forms of alternative therapies. Despite all of the intense interest, there is a lack of accurate information about massage.There are many widely held perceptions about the effectiveness of pre-event sports massage, including that it can prevent injury and provide an edge over the competition. However, there is no published research that suggests pre-event massage has a p ositive impact on performance or injury prevention. There is some evidence that massage after an athletic event can help reduce pain, but the results remain inconclusive. There has also been research that concluded that regular, or maintenance, massages can alleviate some symptoms.In 2004, a research team published A Meta-Analysis of Massage Therapy, which provided comprehensive look at the actual effectiveness of sports massage. Among other findings, they concluded that massage may reduce pain. However, the study debunked many of the widely held perceptions about the effectiveness of sports massage. Massage therapy does seem to have an impressive ability to reduce anxiety and depression. While the exact science behind the benefits sports massage remains elusive, many athletes, coaches, and massage therapists continue to believe that it can have a tremendous positive effect if used both before and after sporting events and during periods of training.IntroductionMassage is one of the oldest and widely used therapies in the history of mankind. The American Heritage Dictionary of the English Language defines massage as the rubbing or kneading of parts of the body especially to aid circulation, relax the muscles, or provide sensual stimulation. These benefits have been enjoyed since ancient times and almost all cultures have used some version of therapeutic massage(Vickers, Zelman, 1999). However, in more recent history, massage has become an important tool for athletes. Sports massage is now considered powerful way to help maximize athletic performance (Davidson, 2001).The prevalence of this type of massage has rapidly increased over the last two decades and the perceived effectiveness of sports massages given before and after athletic events has become widespread. Massage may have become more en vogue recently, but it is certainly not new. The first evidence of massage can be seen in the Chinese Cong-Fou, written around 2700 B.C. The text makes references to the manipulation of soft tissue. The ancient Chinese massage techniques involved applying pressure to muscles and meridian points. There is evidence that the ancient Chinese practitioners believed their massage not only relaxed muscles, but also improved the function of internal organs(Calvert, 2001).Ancient Indian texts also described various massage techniques that were believed to promote spiritual and physical healing (Pike, p.viii). Even Hippocrates taught a form of massage to his students around500 B.C. Another famous Greek medical practitioner, Asclepiads, was so impressed by the perceived benefits of massage that the stopped using all other medicines and treatments and only used massage therapy for healing. He believed that massage techniques could increase and restore nutritive fluids (Calvert, 2001). However, over time, Western cultures gradually abandoned the Greek beliefs about massage.During the middle ages, massage was still used as a folk remedy, but established medical scientists discounted it and the use of massage was no longer considered part of regular medical treatment. (Calvert, 2001). About 150 years ago, a French translation of the Cong-Four appeared. Historians believe the text served as the foundation for the development of the now-popular Swedish massage (Davidson, 2001). There is some dispute over the origins of Swedish massage, but many credit Per Hendrix Ling for its development during the early 18th century. Ling promoted the idea that massage could heal the body by boosting circulation of the blood and limp systems.Lings massage technique was very vigorous and he prescribed a standardized treatment. He suffered from gout and developed the system to improve his condition and later to help others. He did not equate massage with relaxation or any other psychological benefit. In fact, he called it the Swedish Movement Cure (Cates, 1998). Current Swedish massage has evolved somewhat from Lings ideas and is now more gentle, although the focus is still on increasing the flow of oxygen in the blood and to assist the muscles in releasing toxins. In the last few decades, Swedish massage therapists have placed greater emphasis on the psychological benefits of massage and they strive to provide a sense of calmness and well-being.(Vickers, Zelman, 1999)Historically, the interest in massage has been cyclical. Massage fallout of favour, only to once again regain acceptance, many times over the last 500 years. Currently, massage has become far less important tour culture than medical drugs and surgery, but it is again becoming more popular as an alternative therapy (Cates, 1998). There are still many forms of massage found throughout the world, including Hawaiian, deep tissue, and Tue. Na. One of the newest forms of massage is sports massage. Although it is considered a separate form of massage, it shares strong similarities with Swedish Massage and the most of the techniques employed in Swedish massage are used in sports m assage(Davidson, 2001). However, sports massage also incorporates Shiatsu massage techniques.Sports massage was largely developed by Jack Meagher. Meagher was the massage therapist for the US Olympic Equestrian Team. He developed sports massage based on the theory that there are a dozen body postures that form the axis of all athletic movement. Meagher said that because each sport requires that the athlete maintain certain postures, it is possible to identify potential overuse injuries before they occur and help prevent them through sports massage. Meagher wrote that athletic performance could be improved by 20% with the introduction of sports massage (Dion, 2001). Although sports massage encompasses many techniques, all sports massages geared toward generating the maximum performance from an athlete.The effects of sports massage are achieved through a combination of mechanical, physiological, and psychological processes. Research has demonstrated that the compression caused by corr ectly-applied sports massage can improve lymphatic and venous drainage in the body and boost circulation (Hollis, 1997). Under the general heading of sports massage, there are three distinctly different types of massage. Each has a different goal and employs different strokes. The three categories of sports massage are pre-event, post-event, and maintenance massage.Although sports massage has recently become more sophisticated, modern athletics have been using forms of pre-event and post-event massage for decades. For example, baseball pitchers have long used massage as an attempt to extend the length of their career by maintaining range of motion and flexibility. For many decades, boxing coaches and trainers have been seen giving boxers rubdowns before a fight in an effort toward-up the body by boosting circulation. This is an early form fore-event massage (Pike, p.viii).Modern sports massage first became integrated as part some teams standard athletic training in the former Soviet Union, East Germany, and other Eastern European countries during the 1960s. Soviet teams were the first to employ dedicated massage therapists that traveled with them. In the 1970s, the trend became more widespread, as more European countries and teams in the United States began to take interest in sports massage (Davidson, 2001).However, it is only since the 1980s that sports massage has become truly mainstream. Now, it is a common practice for teams to integrate sports massage as part of their standard training regimen. Certified sports massage therapists have been seen at many major sporting events, including Ironman competitions, the Goodwill and Pan-American games, marathons, the Olympics, and professional bike races (Latina, 2000).When the U.S womens soccer team defeated China, winning the World Cup, the players publicly thanked their sports massage therapist, Wynn Clinton and Jim Fayola. Goalkeeper Tracy Ducat said, Clinton and Jim Fayola, who worked with him during the Worl d Cup, were invaluable in the treatment they provided for us, testified Tracy Ducat, a goalkeeper on the team. We could not have been at our best without their help every day. Goalie Saki Webber agreed, saying, Without Clinton I think that it would have been a much different story. I think that he kept us healthy and kept us together during the World Cup (Hued, 2002).Sports massage has also infiltrated smaller sports. For example, even some Canadian cowboys are receiving massages before and after rodeos, thanks to new mobile massage rooms are traveling with them (Visconti,p.54). Although professional sports teams have lead the way in incorporating sports massage, college, some secondary schools, and amateur teams are also exploring massage as a way to enhance performance.The publics perceived value of the effectiveness of sports massage has been fuelled by public statements from well-known professional athletes who say their extraordinary skills have improved after undergoing regula r massage therapy. For example, tennis champion, Martina Navratilova said, I started getting massages and realized what wonderful thing it is for your body (Sports Massage Taking the Field ). Former professional football quarterback, Joe Montana, has said, Ive been working with massage for a few years now, and I found it helps you to recover a little quicker. The bumps and bruises seem Togo away a lot faster (Sports Massage Taking the Field). Canadian National Swim Team member, Marianne Limpet, agreesI find that massage is very beneficial in helping with a quicker recovery from hard training or racing, and it prevents me from getting tight muscles and injuring myself. I am one of few athletes at my age(30), and Im sure that massage has played a major role in helping to keep my body in shape to continue to this level (Warren, 2003). Even Marjorie Album, the Chief Athletic Trainer of the 1996 Atlanta Olympic Games, once commented, I would not provide sports medicine services for any m ajor athletic event without massage therapists.(Sports Massage The Athletes Trainers Edge ) With glowing testimonials from esteemed athletes and sports professionals, it is not surprising that more amateur and college athletes are now becoming interested in sports massage.After all, our society places great emphasis and value on athletics, and the financial and emotional rewards can be great to those who excel in their chosen sport. It is not surprising that sports massage is popular among those searching for competitive edge.This relatively new appreciation for sports massage has increased as part of a larger trend toward ergogenic aids to boost all types of athletic performance. Ergogenic aids include a wide variety of tools and therapies, such as visualization, meditation, and pre-event stretching. Advocates of sports massage say it is valuable ergogenic tool that can improve circulation, reduce stress, promote muscle efficiency and healing, and even prevent injuries (Pike, p. v ii).The perceived benefits of massage have also become more wide-spread as the general acceptance of alternative medicines has increased. In a1997 random sample of 1,500 households in the United States, 42% of adults reported using some type of alternative therapy in the last year. Nearly 45% said they would be willing to pay more each month for alternative care. Additionally, when choosing healthcare, nearly 70% of respondents said having access to alternative therapies is an important factor in choosing a health insurance plan (Landmark Healthcare Inc.,1997). Alternative medicine is even more popular in the United Kingdom, where in studies, nearly 47% of respondents have reported they are using alternative therapies. Also in the U.K., of those undergoing complementary medicine, nearly nine out of ten are paying for their treatment (Thomas et al. p. 2 -11 ).Massage therapy is one of the fasting growing forms of alternative medicine. In 1999, The American Massage Therapy Association (AMTA)conducted a nationwide survey in the United States. Researchers found that 27% of adults had therapeutic massage in the last five years, compared to only 17% in a 1997 study who said they had a massage in the previous five years (Massage Much-Kneaded Complementary Health Care). Another study conducted the previous year found that visits to massage therapists increased by nearly 36% in the years between 1990 and 1997(Eisenberg et al. p. 1569).Furthermore, in 2004, the National Centerior Complementary and Alternative Medicine in the United States reported that massage has become the ninth most popular alternative therapy treatment. In the study, 5% of respondents said they had received massage therapy at least one time in the previous year (Boneset al.). This translates into big business for the massage industry, as American consumers are spending up to $6 billion dollars a year on massage therapy (Eisenberg et al., p. 1569). This increasing interesting massage has created a su rge in massage school educational facilities and applicants. As of 2002, there were more than 950 state-licensed massage schools in the U.S., which is 14% more school than existed in2000. In 2001, massage schools turned out an estimated 30,000 new graduates (Lacombe, p. 49).There are other significant signs that the perceived benefits of massage is having a strong effect on public policy. In the United States, The National Institutes of Health is currently sponsoring three studies in an attempt to clarify the medical benefits of massage. Additionally, a national survey of employer-sponsored healthcare plans found that 15% of HMOs cover massage therapy. Cigna and Blue Cross BlueShield also cover some forms of massage (Lacombe, p. 49).Furthermore, a 1995 study found that more than half of family doctors in the United States said they would recommend some form of massage therapy to their clients (Hedwig, p.1).This is a concern to some researchers who wonder if the benefits of massage a re worth the price of the therapy. In their meta-analysis of massage therapy research, Moyer, Rounds, and Hanno wrote, For these trends to continue (indeed, to determine if they even should continue),what is needed is a more rigorous and quantitative examination of MTs(massage therapys) effectiveness that that which currently exists(Moyer et al.).The perceived, yet often unexplained, effects of massage (including sports massage) have even created interested within the White House. In2004, the White House Commission on Complementary and Alternative Medicine Policy called for more research and funding for public education on massage therapy. The commissions chairman, James Gordon, did not offer an explanation of the actual benefits of massage, but he did allude to the widespread perceived effectiveness of the alternative treatment. He said We shouldnt put too much weight on its benefits, but at the same time we should make it available to everyone. Massage does decrease anxiety, relia bly. It does decrease pain in a number of people with chronic-pain syndrome. It does improve mood. Exactly how it does it, I dont think we know (Lacombe, p. 50). AMTA researchers say as more people accept massage therapy as a viable treatment option, more athletes are becoming interested in sports massage.The AMATA now recognizes sports massage as a unique specialty field within the massage industry. There has also been increased interest in sports massage among the so-called weekend warriors(people who only exercise on the weekends) and those do not consider themselves athletes or exercise regularly. No matter how little time they spend taking part in athletics, some people want to enjoy the perceived benefits of sports massage. Licensed massage therapist John Balletto said, Anyone who exercises or works in an active job or even has to constantly bend down to pick up a child can benefit from sports massage. This type of massage helps muscles deal with the repetitive motions inheren t to these activities (Latina, 2000).In the past, there was a public perception that only elite athletes and wealthy, pampered women received regular massages. As sports massage becomes more mainstream and begins to be embraced by the general public, there is an increased perception that sports massage is not only a luxury, but a new necessity. This trend can be seen in many forms of mainstream media. For example, a college newspaper in Texas, The University Daily, recently ran an article that stated that more financially strained college students were paying for massages as a way to combat stress. It also explained how deep tissue massage can help relieve pain associated with carrying heavy book bags and suggested that students ask their parents to pay for a massage session.A massage therapist in the article was quoted as saying, It is very therapeutic. Its not a luxury like people think. If more people think of it as therapy, then more people could justify it that way (Aaron). Ho wever, despite the widespread interest in sports massage, there is a lack of reliable information on its benefits and effects. Using a search engine like Goolgle.com to search under the benefits of sports massage will turn up hundreds of websites offering glowing testimonials about the therapy and claims that are not backed up by current scientific research.For instance, SportsInjuryClinic.net claims that regular sports massage treatments will maintain the body, prevent injuries and loss of mobility, cure and restore mobility to injured muscle tissue, boost performance, and extend the overall life of your sporting career (Sports Injury Clinic). Another website for massage centre in Connecticut bluntly states, Massage is beneficial when starting a conditioning program because it helps you get into good shape faster (Buckland Massage Neuromuscular Centre). With so many websites making fantastic claims about the benefits of sports massage, it is easy to understand why the perceived be nefits of sports massage currently held by the general public do not always match current scientific research.As previously mentioned, sports massage is broken down into three main categories pre-event, post-event, and routine maintenance. Each of these forms of sports massage uses a combination of stroke techniques. In order to understand the research and perceived benefits of sports massage, it is important to understand the various stroke styles. The most common stroke strokes are effleurage, petrissage, and cupping(Davidson, 2001). Other common strokes include friction, range of motion movements, trigger point, and compression (which some massage therapists classify as a type of petrissage) (Pike, p. 26-31).Effleurage utilizes long, gentle strokes. This is the most basic type of stroke and warms the area for the work to come by increasing blood flow to the muscle (Pike, p. 26). This is the main stroke for creating relaxation and is often used most frequently at the start and end of massage therapy session, although it is useful throughout the therapy(Cates, 1998). Petrissage is a firmer, two handed kneading technique that includes blows to the muscle. Both hands grab the muscle and compress it. Massage therapists use petrissage to loosen tight muscles and squeeze blood out from deeper structures (Davidson, 2001).Cupping involves hitting the muscles with cupped hands. This stroke technique is used to break down scar tissue, relieve tension and tone the muscles (Davidson, 2001).Friction strokes are used only during deep tissue massage to relax the muscles and reduce adhesions. These circular strokes generate heat by increasing blood flow to the area being worked on (Pike, p. 32) Range of motion movements are assisted exercises that the massage therapist uses to increase the mobility of joints. The massage therapist moves the body while the athlete stays relaxed. Massage therapists report that this technique can extremely helpful for athletes, who usually ne ed to have the maximum range of movement possible in order to excel at their sport (Pike, p. 34).Trigger points are parts of the muscle that are tight and painful. When massage therapist applies pressure to a trigger point, the athlete will often cry out in pain. Correctly massaging a trigger point will help release tight muscles and break the pain cycle so the tissue can get blood and nutrients to heal and relax itself (Pike, p. 31) Compression strokes are used on muscle bellies, generally in large areas, like the adductors. Massage therapists use compression, which Isa squeezing movement, to feel the tissues under the skin. Compression can stimulate and warm the tissue or relax the athlete, depending on the firmness of the stroke (Pike, p. 30).Many people mistakenly think that sports massage is beneficial because it is somehow deeper than other massages. However, that is not always the case. Sports massage is any massage technique that allows active people to stay active, to keep the body in working order, and to aid rehabilitation following injury.. Thus it can also involve gentle rubbing, or even no rubbing at all. In fact, there are times when rubbing may be harmful and in this instance, stretching may be more beneficial (Famous Therapies).Literature ReviewMany massage therapists believe that pre-event sports massage can help prevent serious injury by warming-up the muscles and improve performance during a competition. Meagre was strong advocate for-event massages. In his book, Sports massage, he wrote Whatever sport you play, Sports massage will give you 20 per cent extraextra performance, extra protection, (and) extra time per game, per season, (and) per career.With Sports massage you can do what you do better, longer, and more easily, raising your performance level at the same time that you lower the stress level it places on your body. Sports massage before (problems) reach the critical stage is the only sensible way to keep your entire muscular struc ture in top form(Massage Before, or After?).Pre-event massage is not intended to replace traditional warm-up methods. It is usually performed just before the athletes standard warm-up. Rapid effleurage stimulates and warms the muscles andpetrissage encourages the release of tension. It is common for the massage therapist to use shaking and stretching techniques. Deep tissue and friction are avoided. The part of the body that is massaged depends on the sport, but usually includes leg and back muscles (Davidson,2001). Pre-event massage generally only lasts about ten minutes. The goal Isa reduction in tension, but not total relaxation. Sports massage therapist, James Weslaco, says that most athlete want to feel stimulated, not overly relaxed, by a pre-event massage because being too relaxed can adversely affect performance (Vanderbilt, 2001).(Pre-event massage) objectives are to increase circulation, increase range of motion of the joints, decrease tightness and hyper tonicity of major joints and muscles, and to relax and then invigorate the body to get it ready for the competition (Pike, p. 19) The perceived benefit of fully prepared muscles is important to many athletes, who are well-aware of the many career-ending injuries that have been blamed on not properly warming-up. There is a widely-held belief that overuse injuries can be avoided if the athlete is warmed-up with a combination of massage and standard warm-up practices. However, many studies have suggested that the benefits of pre-event sports massage are mostly psychological and there is no evidence theatre-event massage can decrease the risk of injuries (Harmer, p.55).Some athletes say they perform better on the field after receiving pre-event massage. However, again, the benefits appear to be purely psychological. Research shows that massage, which is part of passive warm-up techniques that can also include saunas and hot showers, have little positive effect on performance (Volants, et al., 2001).In o ne study, members of a group of athletes who received pre-event massage each reported feeling that they could perform better on the field because of the therapy. Yet, their performance, heart rate and arteriovenous oxygen responses were not noticeable different than those of a control group that did not receive massage (Boone, et al., 1991). Although there are many widely embraced perceived benefits to pre-event sports massage, there has not been enough research to back up the antidotal evidence given by athletes and their massage therapists. Some studies have indicated that there can be physiological responses that result in improved outcome for the athlete.However, much of the research has not quantified the technique and pressure used by the massage therapist.. No study to date has examined how stroke forms and pressure (light touch versus firm) as an independent variable can affect athletic performance (Moyer et al.).Even though the benefits of pre-event massage are still unknow n, it continues to increase in popularity, not just in athletics but also another performance-driven industries. Robert King, president and-founder of Chicago School of Massage Therapy, says Its a debatable subject in terms of actual research that substantiates it. Yet, he continues to see the demand for pre-event message grow. Ive worked on runners, actors and actresses before performances, boxers and swimmers, and again it depends on the type of muscle youre going to encounter and the condition and goals of the athlete. The approach is geared toward the needs of that particular event (Vanderbilt, 2001).Unlike pre-event massage, post-event massage may have measurable benefits. Post-event massage is performed one to two hours after the athlete has finished taking part in a sporting event, in order to allow time for blood vessels dilated by exercise to return to their normal state. The goal of this type of massage is to reduce the trauma caused by strenuous exercise. Light effleurage is used to minimize swelling. Practitioners believe light petrissage will promotes cellular waste removal and clear toxins from the body. (Pike, p. 20).The goals are to relax tight muscles, decrease muscle soreness, facilitate faster recovery time, relieve cramping, increase lymphatic circulation and removal of post activity metabolites, and relax the nervous system (Pike, p. 20). Other perceived benefits of post-event massage therapy include the lessening of muscle spasms and an increase in flexibility which may prevent future injuries. Although receiving a massage after a strenuous workout can feel very pleasurable, practitioners should limit sessions to under 30 minutes because tired muscles may be more prone to injury. In fact, some therapists believe that the longer the athletic event is, the shorter the post-event massage should be (Cates, 1998).The perceived effectiveness of post-event massage is pervasive among professional athletes. There is a strong belief that the therap y can speed recovery after extreme exertion. For example, Butch Reynolds, the400 meter world record holder was quoted as saying that because of massage, If a muscle pull or strain does occur, its easy to heal. The healing process is cut in half.Professional football linebacker Al Smith has also heralded the benefits of post-event massage. He said, It helps me quite a bit. It helps my recovery time from the game. Athletes are using it quite a bit. (Sports Massage Taking the Field)Perhaps the most famous advocate of post-event massage is Michael Jordan. In talking about his physical problems after a performance, the basketball player said, I was a little concerned, because I couldnt really walk welland my mobility was very, very limited. But two days of electros Tim, massaging and heat treatments really loosened things up (How Massage Aides Athletic Performance).Despite scepticism that massage has physiological benefits, Davidson advocates the use of post-event massage to speed recove ry (2001). She writes that sports massage can reduce the swelling of micro-traumas. Micro-traumas are small tears that occur in muscles during strenuous exercise. Davidson claims that post-event massage will also remove lactic acid and waste build-up in the muscles, help maintain flexibility, and reduce cramping.However, while Davidsons theories may be popular, there are studies that dispute the claims. For instance, the blood pressure, cardiac output, heart rate, and lactic acid levels of ten men were compared during a recent study. Lactic acid is a by-product of exercise that occurs during exercise when there is a lack of oxygen in the bodys tissues. Some massage practitioners have made the claim that massage can help the body eliminate waste products, including lactic acid.However, the men in the study who received massage had similar levels of lactic acid to the men who were not treated with a massage(Callaghan, p. 31). Furthermore, the group that received massages performed no better than the control group.The idea the lactic acid can (and should) be flushed from the body during post-event massage is a good example of how the perceived effectiveness of massage does not always match current scientific research. For many years, massage therapists believed that they could help athletes get rid of lactic acid. They passed this belief onto clients, including many athletes, who accepted the theory as fact. The false assumptions about lactic acid were even taught in massage schools. Even though scientific studies have debunked this belief, many athletes still think they need post-event massage to rid their bodies of lactic acid (Vanderbilt, 2001).Despite the critics, many massage therapists are convinced of the benefits of post-event massage. They say post-event massage can help determine why an athlete did not perform up to expectations. A massage therapist for the Los Angeles Dodgers, William Leisure, said he uses post-event massage in the same way a detective might search for clues. Leisure described his work not only in terms of keeping the players muscles loose and relaxed, but also keeping constant watch on their bodies.Even if someones not injured, if the performance wasnt quite right, I do a palpation to see if any muscles are tight. It has a lot to do with how good your hands are. Your brain and your thumbs have to be as one Its not just a rub. Its the information I can get from the body and turn it into something else to try to make a cohesive plan. Scanning the tissue and checking for deviations is kind of diagnostic, actually. That helps them to stay at peak performance (Vanderbilt,2001).The third category of sports massage, maintenance, is not administered on days of competition or performance. Instead it is done between events (Pike, p. 21). Usually, maintenance massages are given once week as part of