Teaching English For Specific Purposes Education Essay

How is English for Specific Purposes ( ESP ) different from English as a Second Language ( ESL ) , besides known as general English?The most of import difference lies in the scholars and their intents for larning English. ESP pupils are normally grownups who already have some familiarity with English and are larning the linguistic communication in order to pass on a set of professional accomplishments and to execute peculiar job-related maps. An ESP plan is hence built on an appraisal of intents and demands and the maps for which English is required. ESP concentrates more on linguistic communication in context than on learning grammar and linguistic communication constructions. It covers topics changing from accounting or computing machine scientific discipline to touristry and concern direction. The ESP focal point is that English is non taught as a topic separated from the pupils ‘ existent universe ( or wants ) ; alternatively, it is integrated into a capable affair country of import to the scholars. However, ESL and ESP diverge non merely in the nature of the scholar, but besides in the purpose of direction. In fact, as a general regulation, while in ESL all four linguistic communication accomplishments ; listening, reading, speech production, and authorship, are stressed every bit, in ESP it is a needs analysis that determines which linguistic communication accomplishments are most needed by the pupils, and the course of study is designed consequently. An ESP plan, might, for illustration, stress the development of reading accomplishments in pupils who are fixing for alumnus work in concern disposal ; or it might advance the development of spoken accomplishments in pupils who are analyzing English in order to go tourist ushers. As a affair of fact, ESP combines capable affair and English linguistic communication learning. Such a combination is extremely motivative because pupils are able to use what they learn in their English categories to their chief field of survey, whether it be accounting, concern direction, economic sciences, computing machine scientific discipline or touristry. Bing able to utilize the vocabulary and constructions that they learn in a meaningful context reinforces what is taught and increases their motive. The pupils ‘ abilities in their subject-matter Fieldss, in bend, better their ability to get English. Subject-matter cognition gives them the context they need to understand the English of the schoolroom. In the ESP category, pupils are shown how the subject-matter content is expressed in English. The instructor can do the most of the pupils ‘ cognition of the capable affair, therefore assisting them learn English faster. The term â€Å" specific † in ESP refers to the specific intent for larning English. Students approach the survey of English through a field that is already known and relevant to them. This means that they are able to utilize what they learn in the ESP schoolroom right off in their work and surveies. The ESP attack enhances the relevancy of what the pupils are larning and enables them to utilize the English they know to larn even more English, since their involvement in their field will actuate them to interact with talkers and texts. ESP assesses demands and integrates motive, capable affair and content for the instruction of relevant accomplishments.The duty of the instructorA instructor that already has experience in learning English as a Second Language ( ESL ) , can work her background in linguistic communication instruction. She should acknowledge the ways in which her instruction accomplishments can be adapted for the instruction of English for Specific Purposes. Furthermore, she will necessitate to look for content specializers for aid in planing appropriate lessons in the capable affair field she is learning. As an ESP instructor, you must play many functions. You may be asked to form classs, to put larning aims, to set up a positive acquisition environment in the schoolroom, and to measure pupil s advancement.Forming CoursesYou have to put learning ends and so transform them into an instructional plan with the timing of activities. One of your chief undertakings will be choosing, planing and forming class stuffs, back uping the pupils in their attempts, and supplying them with feedback on their advancement.Puting Goals and AimsYou arrange the conditions for larning in the schoolroom and put long-run ends and short-run aims for pupils achievement. Your cognition of pupils ‘ potency is cardinal in planing a course of study with realistic ends that takes into history the pupils ‘ concern in the learning state of affairs.Making a Learning EnvironmentYour accomplishments for communicating and mediation create the schoolroom atmosphere. Students get linguistic communication when th ey have chances to utilize the linguistic communication in interaction with other talkers. Bing their instructor, you may be the lone English talking individual available to pupils, and although your clip with any of them is limited, you can construction effectual communicating accomplishments in the schoolroom. In order to make so, in your interactions with pupils try to listen carefully to what they are stating and give your apprehension or misconstruing back at them through your answers. Good linguistic communication scholars are besides great risk-takers, since they must do many mistakes in order to win: nevertheless, in ESP categories, they are handicapped because they are unable to utilize their native linguistic communication competency to show themselves as intelligent grownups. That s why the instructor should make an ambiance in the linguistic communication schoolroom which supports the pupils. Learners must be self-assured in order to pass on, and you have the duty to ass ist construct the scholar ‘s assurance.Measuring StudentsThe instructor is a resource that helps pupils place their linguistic communication acquisition jobs and happen solutions to them, happen out the accomplishments they need to concentrate on, and take duty for doing picks which determine what and how to larn. You will function as a beginning of information to the pupils about how they are come oning in their linguistic communication acquisition.The duty of the pupilWhat is the function of the scholar and what is the undertaking he/she faces? The scholars come to the ESP category with a specific involvement for larning, capable affair cognition, and well-built grownup larning schemes. They are in charge of developing English linguistic communication accomplishments to reflect their native-language cognition and accomplishments.Interest for LearningPeoples learn linguistic communications when they have chances to understand and work with linguistic communication in a contex t that they comprehend and find interesting. In this position, ESP is a powerful agencies for such chances. Students will get English as they work with stuffs which they find interesting and relevant and which they can utilize in their professional work or farther surveies. The more scholars pay attending to the significance of the linguistic communication they hear or read, the more they are successful ; the more they have to concentrate on the lingual input or stray linguistic communication constructions, the less they are motivated to go to their categories. The ESP pupil is peculiarly good disposed to concentrate on significance in the subject-matter field. In ESP, English should be presented non as a topic to be learned in isolation from existent usage, nor as a mechanical accomplishment or wont to be developed. On the contrary, English should be presented in reliable contexts to do the scholars acquainted with the peculiar ways in which the linguistic communication is used in maps that they will necessitate to execute in their Fieldss of forte or occupations.Subject-Content KnowledgeLearners in the ESP categories are by and large cognizant of the intents for which they will necessitate to utilize English. Having already oriented their instruction toward a specific field, they see their English preparation as complementing this orientation. Knowledge of the capable country enables the pupils to place a existent context for the vocabulary and constructions of the ESP schoolroom. In such manner, the scholars can take advantage of what th ey already know about the capable affair to larn English.Learning SchemesAdults must work harder than kids in order to larn a new linguistic communication, but the acquisition accomplishments they bring to the undertaking permit them to larn faster and more expeditiously. The accomplishments they have already developed in utilizing their native linguistic communications will do learning English easier. Although you will be working with pupils whose English will likely be rather limited, the linguistic communication larning abilities of the grownup in the ESP schoolroom are potentially huge. Educated grownups are continually larning new linguistic communication behavior in their native linguistic communications, since linguistic communication acquisition continues of course throughout our lives. They are invariably spread outing vocabulary, going more fluid in their Fieldss, and seting their lingual behavior to new state of affairss or new functions. ESP pupils can work these uncondi tioned competences in larning English. Copyright AA © 2005 Lorenzo Fiorito. This article is for educational intents merely. It may be freely redistributed in its entireness provided that this right of first publication notice is non removed.

Anna Freud

Anna Freud (3 December 1895 – 9 October 1982) was the sixth and last child of Sigmund and Martha Freud. Born in Vienna, she followed the path of her father and contributed to the newly born field of psychoanalysis. Alongside Melanie Klein, she may be considered the founder of psychoanalytic child psychology: as her father put it, child analysis ‘had received a powerful impetus through â€Å"the work of Frau Melanie Klein and of my daughter, Anna Freud†Ã¢â‚¬Ëœ.Compared to her father, her work emphasized the importance of the ego and its ability to be trained socially. The Vienna years Anna Freud appears to have had a comparatively unhappy childhood, in which she ‘never made a close or pleasureable relationship with her mother, and was really nurtured by their Catholic nurse Josephine'. She had difficulties getting along with her siblings, specifically with her sister Sophie Freud (as well as troubles with her cousin Sonja Trierweiler, a â€Å"bad influenceâ €  on her).Her sister, Sophie, who was the more attractive child, represented a threat in the struggle for the affection of their father: ‘the two young Freuds developed their version of a common sisterly division of territories: â€Å"beauty† and â€Å"brains†Ã¢â‚¬Ëœ, and their father once spoke of her ‘age-old jealousy of Sophie'. As well as this rivalry between the two sisters, Anna had other difficulties growing up – ‘a somewhat troubled youngster who complained to her father in candid letters how all sorts of unreasonable thoughts and feelings plagued her'. It seems that ‘in general, she was relentlessly competitive with her siblings†¦ nd was repeatedly sent to health farms for thorough rest, salutary walks, and some extra pounds to fill out her all too slender shape': she may have suffered from a depression which caused eating disorders. The relationship between Anna and her father was different from the rest of her family; they were very close. She was a lively child with a reputation for mischief. Freud wrote to his friend Wilhelm Fliess in 1899: ‘Anna has become downright beautiful through naughtiness'. Freud is said to refer to her in his diaries more than others in the family.Later on Anna Freud would say that she didn’t learn much in school; instead she learned from her father and his guests at home. This was how she picked up Hebrew, German, English, French and Italian. At the age of 15, she started reading her father’s work: a dream she had ‘at the age of nineteen months†¦ [appeared in] The Interpretation of Dreams, and commentators have noted how ‘in the dream of little Anna†¦ little Anna only hallucinates forbidden objects'. Anna finished her education at the Cottage Lyceum in Vienna in 1912. Suffering from a depression, she was very insecure about what to do in the future.Subsequently, she went to Italy to stay with her grandmother, and there is evid ence that ‘In 1914 she travelled alone to England to improve her English', but was forced to leave shortly after arriving because war was declared. In 1914 she passed the test to be a trainee at her old school, the Cottage Lyceum. From 1915 to 1917, she was a trainee, and then a teacher from 1917 to 1920. She finally quit her teaching career because of tuberculosis. In 1918, her father started psychoanalysis on her and she became seriously involved with this new profession.Her analysis was completed in 1922 and thereupon she presented the paper â€Å"The Relation of Beating Fantasies to a Daydream† to the Vienna Psychoanalytical Society, subsequently becoming a member. In 1923, Freud began her own psychoanalytical practice with children and two years later she was teaching at the Vienna Psychoanalytic Training Institute on the technique of child analysis. From 1925 until 1934, she was the Secretary of the International Psychoanalytical Association while she continued ch ild analysis and seminars and conferences on the subject.In 1935, Freud became director of the Vienna Psychoanalytical Training Institute and in the following year she published her influential study of the â€Å"ways and means by which the ego wards off displeasure and anxiety†, The Ego and the Mechanisms of Defence. It became a founding work of ego psychology and established Freud’s reputation as a pioneering theoretician. In 1938 the Freuds had to flee from Austria as a consequence of the Nazis' intensifying harassment of Jews in Vienna following the Anschluss by Germany. Her father's health had deteriorated severely due to jaw cancer, so she had to organize the family's emigration to London.Here she continued her work and took care of her father, who finally died in the autumn of 1939. When Anna arrived in London, a conflict came to a head between her and Melanie Klein regarding developmental theories of children, culminating in the Controversial discussions. The w ar gave Freud opportunity to observe the effect of deprivation of parental care on children. She set up a centre for young war victims, called â€Å"The Hampstead War Nursery†. Here the children got foster care although mothers were encouraged to visit as often as possible.The underlying idea was to give children the opportunity to form attachments by providing continuity of relationships. This was continued, after the war, at the Bulldogs Bank Home, which was an orphanage, run by colleagues of Freud, that took care of children who survived concentration camps. Based on these observations Anna published a series of studies with her longtime friend, Dorothy Burlingham-Tiffany on the impact of stress on children and the ability to find substitute affections among peers when parents cannot give them. In 1947, Freud and Kate Friedlaender established the Hampstead Child Therapy Courses.Five years later, a children's clinic was added. Here they worked with Freud's theory of thedeve lopmental lines. Furthermore Freud started lecturing on child psychology: Siegfried Bernfeld and August Aichorn, who both had practical experience of dealing with children, were among her mentors in this. From the 1950s until the end of her life Freud travelled regularly to the United States to lecture, to teach and to visit friends. During the 1970s she was concerned with the problems of emotionally deprived and socially disadvantaged children, and she studied deviations and delays in development.At Yale Law School, she taught seminars on crime and the family: this led to a transatlantic collaboration with Joseph Goldstein and Albert Solnit on children and the law, published as Beyond the Best Interests of the Child (1973). Freud died in London on 9 October 1982. She was cremated at Golders Green Crematorium and her ashes placed in a marble shelf next to her parents' ancient Greek funeral urn. Her lifelong friend Dorothy Burlingham and several other members of the Freud family also rest there.One year after Freud's death a publication of her collected works appeared. She was mentioned as â€Å"a passionate and inspirational teacher† and in 1984 the Hampstead Clinic was renamed the Anna Freud Centre. Furthermore her home in London for forty years was in 1986, as she had wished, transformed into the Freud Museum, dedicated to her father and the psychoanalytical society. Major contributions to psychoanalysis Anna Freud's first article, ‘on beating fantasies, drew in part on her own inner life, but th[at]†¦ made her contribution no less scientific'.In it she explained how ‘Daydreaming, which consciously may be designed to suppress masturbation, is mainly unconsciously an elaboration of the original masturbatory fantasies'. Freud had earlier covered very similar ground in ‘†A Child is Being Beaten†Ã¢â‚¬Ëœ – ‘they both used material from her analysis as clinical illustration in their sometimes complementary pap ers' – in which he highlighted a female case where ‘an elaborate superstructure of day-dreams, which was of great significance for the life of the person concerned, had grown up over the masochistic beating-phantasy†¦ one] which almost rose to the level of a work of art'. ‘Her views on child development, which she expounded in 1927 in her first book, An Introduction to the Technique of Child Analysis, clashed with those of Melanie Klein†¦ [who] was departing from the developmental schedule that Freud, and his analyst daughter, found most plausible'. In particular, Anna Freud's belief that ‘In children's analysis, the transference plays a different role†¦ and the analyst not only â€Å"represents mother† but is still an original second mother in the life of the child' became something of an orthodoxy over much of the psychoanalytic world.For her next major work in 1936, her ‘classic monograph on ego psychology and defense mechanism s, Anna Freud drew on her own clinical experience, but relied on her father's writings as the principal and authoritative source of her theoretical insights'. Here her ‘cataloguing of regression, repression, reaction formation, isolation, undoing, projection, introjection, turning against the self, reversal and sublimation' helped establish the importance of the ego functions and the concept of defense mechanisms, continuing the greater emphasis on the ego of her father — ‘We should like to learn more about the ego' — during his final decades.Special attention was paid in it to later childhood and adolescent developments — ‘I have always been more attracted to the latency period than the pre-Oedipal phases' – emphasising how the ‘increased intellectual, scientific, and philosophical interests of this period represent attempts at mastering the drives'. The problem posed by physiological maturation has been stated forcefully by Anna Freud. â€Å"Aggressive impulses are intensified to the point of complete unruliness, hunger becomes voracity†¦ The reaction-formations, which seemed to be firmly established in the structure of the ego, threaten to fall to pieces†.Selma Fraiberg's tribute of 1959 that ‘The writings of Anna Freud on ego psychology and her studies in early child development have illuminated the world of childhood for workers in the most varied professions and have been for me my introduction and most valuable guide spoke at that time for most of psychoanalysis outside the Kleinian heartland. Arguably, however, it was in Anna Freud's London years ‘that she wrote her most distinguished psychoanalytic papers — including â€Å"About Losing and Being Lost†, which everyone should read regardless of their interest in psychoanalysis'.Her description therein of ‘simultaneous urges to remain loyal to the dead and to turn towards new ties with the living' may perhaps reflect her own mourning process after her father's recent death. Focusing thereafter on research, observation and treatment of children, Anna Freud established a group of prominent child developmental analysts (which included Erik Erikson, Edith Jacobson and Margaret Mahler) who noticed that children's symptoms were ultimately analogue to personality disorders among adults and thus often related to developmental stages.Her book Normality and Pathology in Childhood (1965) summarised ‘the use of developmental lines charting theoretical normal growth â€Å"from dependency to emotional self-reliance†Ã¢â‚¬Ëœ. Through these then revolutionary ideas Anna provided us with a comprehensive developmental theory and the concept of developmental lines, which combined her father's important drive model with more recent object relations theories emphasizing the importance of parents in child development processes.Nevertheless her basic loyalty to her father's work remained unimpaired , and it might indeed be said that ‘she devoted her life to protecting her father's legacy†¦ In her theoretical work there would be little criticism of him, and she would make what is still the finest contribution to the psychoanalytic understanding of passivity', or what she termed ‘altruistic surrender†¦ excessive concern and anxiety for the lives of his love objects'. Jacques Lacan called ‘Anna Freud the plumb line of psychoanalysis. Well, the plumb line doesn't make a building†¦ but] it allows us to gauge the vertical of certain problems'; and by preserving so much of Freud's legacy and standards she may indeed have served as something of a living yardstick. With psychoanalysis continuing to move away from classical Freudianism to other concerns, it may still be salutary to heed Anna Freud's warning about the potential loss of her father's 'emphasis on conflict within the individual person, the aims, ideas and ideals battling with the drives to k eep the individual within a civilized community. It has become modern to water this down to every individual's longing for perfect unity with his mother†¦There is an enormous amount that gets lost this way'. About essential personal qualities in psychoanalysts â€Å"Dear John †¦ , You asked me what I consider essential personal qualities in a future psychoanalyst. The answer is comparatively simple. If you want to be a real psychoanalyst you have to have a great love of the truth, scientific truth as well as personal truth, and you have to place this appreciation of truth higher than any discomfort at meeting unpleasant facts, whether they belong to the world outside or to your own inner person.Further, I think that a psychoanalyst should have†¦ interests†¦ beyond the limits of the medical field†¦ in facts that belong to sociology, religion, literature, [and] history,†¦ [otherwise] his outlook on†¦ his patient will remain too narrow. This point co ntains†¦ the necessary preparations beyond the requirements made on candidates of psychoanalysis in the institutes. You ought to be a great reader and become acquainted with the literature of many countries and cultures.In the great literary figures you will find people who know at least as much of human nature as the psychiatrists and psychologists try to do. Does that answer your question? † In perhaps not dissimilar vein, she wrote in 1954 that ‘With due respect for the necessary strictest handling and interpretation of the transference, I feel still that we should leave room somewhere for the realization that analyst and patient are also two real people, of equal adult status, in a real personal relationship to each other. Anna Freud Anna Freud (3 December 1895 – 9 October 1982) was the sixth and last child of Sigmund and Martha Freud. Born in Vienna, she followed the path of her father and contributed to the newly born field of psychoanalysis. Alongside Melanie Klein, she may be considered the founder of psychoanalytic child psychology: as her father put it, child analysis ‘had received a powerful impetus through â€Å"the work of Frau Melanie Klein and of my daughter, Anna Freud†Ã¢â‚¬Ëœ.Compared to her father, her work emphasized the importance of the ego and its ability to be trained socially. The Vienna years Anna Freud appears to have had a comparatively unhappy childhood, in which she ‘never made a close or pleasureable relationship with her mother, and was really nurtured by their Catholic nurse Josephine'. She had difficulties getting along with her siblings, specifically with her sister Sophie Freud (as well as troubles with her cousin Sonja Trierweiler, a â€Å"bad influenceâ €  on her).Her sister, Sophie, who was the more attractive child, represented a threat in the struggle for the affection of their father: ‘the two young Freuds developed their version of a common sisterly division of territories: â€Å"beauty† and â€Å"brains†Ã¢â‚¬Ëœ, and their father once spoke of her ‘age-old jealousy of Sophie'. As well as this rivalry between the two sisters, Anna had other difficulties growing up – ‘a somewhat troubled youngster who complained to her father in candid letters how all sorts of unreasonable thoughts and feelings plagued her'. It seems that ‘in general, she was relentlessly competitive with her siblings†¦ nd was repeatedly sent to health farms for thorough rest, salutary walks, and some extra pounds to fill out her all too slender shape': she may have suffered from a depression which caused eating disorders. The relationship between Anna and her father was different from the rest of her family; they were very close. She was a lively child with a reputation for mischief. Freud wrote to his friend Wilhelm Fliess in 1899: ‘Anna has become downright beautiful through naughtiness'. Freud is said to refer to her in his diaries more than others in the family.Later on Anna Freud would say that she didn’t learn much in school; instead she learned from her father and his guests at home. This was how she picked up Hebrew, German, English, French and Italian. At the age of 15, she started reading her father’s work: a dream she had ‘at the age of nineteen months†¦ [appeared in] The Interpretation of Dreams, and commentators have noted how ‘in the dream of little Anna†¦ little Anna only hallucinates forbidden objects'. Anna finished her education at the Cottage Lyceum in Vienna in 1912. Suffering from a depression, she was very insecure about what to do in the future.Subsequently, she went to Italy to stay with her grandmother, and there is evid ence that ‘In 1914 she travelled alone to England to improve her English', but was forced to leave shortly after arriving because war was declared. In 1914 she passed the test to be a trainee at her old school, the Cottage Lyceum. From 1915 to 1917, she was a trainee, and then a teacher from 1917 to 1920. She finally quit her teaching career because of tuberculosis. In 1918, her father started psychoanalysis on her and she became seriously involved with this new profession.Her analysis was completed in 1922 and thereupon she presented the paper â€Å"The Relation of Beating Fantasies to a Daydream† to the Vienna Psychoanalytical Society, subsequently becoming a member. In 1923, Freud began her own psychoanalytical practice with children and two years later she was teaching at the Vienna Psychoanalytic Training Institute on the technique of child analysis. From 1925 until 1934, she was the Secretary of the International Psychoanalytical Association while she continued ch ild analysis and seminars and conferences on the subject.In 1935, Freud became director of the Vienna Psychoanalytical Training Institute and in the following year she published her influential study of the â€Å"ways and means by which the ego wards off displeasure and anxiety†, The Ego and the Mechanisms of Defence. It became a founding work of ego psychology and established Freud’s reputation as a pioneering theoretician. In 1938 the Freuds had to flee from Austria as a consequence of the Nazis' intensifying harassment of Jews in Vienna following the Anschluss by Germany. Her father's health had deteriorated severely due to jaw cancer, so she had to organize the family's emigration to London.Here she continued her work and took care of her father, who finally died in the autumn of 1939. When Anna arrived in London, a conflict came to a head between her and Melanie Klein regarding developmental theories of children, culminating in the Controversial discussions. The w ar gave Freud opportunity to observe the effect of deprivation of parental care on children. She set up a centre for young war victims, called â€Å"The Hampstead War Nursery†. Here the children got foster care although mothers were encouraged to visit as often as possible.The underlying idea was to give children the opportunity to form attachments by providing continuity of relationships. This was continued, after the war, at the Bulldogs Bank Home, which was an orphanage, run by colleagues of Freud, that took care of children who survived concentration camps. Based on these observations Anna published a series of studies with her longtime friend, Dorothy Burlingham-Tiffany on the impact of stress on children and the ability to find substitute affections among peers when parents cannot give them. In 1947, Freud and Kate Friedlaender established the Hampstead Child Therapy Courses.Five years later, a children's clinic was added. Here they worked with Freud's theory of thedeve lopmental lines. Furthermore Freud started lecturing on child psychology: Siegfried Bernfeld and August Aichorn, who both had practical experience of dealing with children, were among her mentors in this. From the 1950s until the end of her life Freud travelled regularly to the United States to lecture, to teach and to visit friends. During the 1970s she was concerned with the problems of emotionally deprived and socially disadvantaged children, and she studied deviations and delays in development.At Yale Law School, she taught seminars on crime and the family: this led to a transatlantic collaboration with Joseph Goldstein and Albert Solnit on children and the law, published as Beyond the Best Interests of the Child (1973). Freud died in London on 9 October 1982. She was cremated at Golders Green Crematorium and her ashes placed in a marble shelf next to her parents' ancient Greek funeral urn. Her lifelong friend Dorothy Burlingham and several other members of the Freud family also rest there.One year after Freud's death a publication of her collected works appeared. She was mentioned as â€Å"a passionate and inspirational teacher† and in 1984 the Hampstead Clinic was renamed the Anna Freud Centre. Furthermore her home in London for forty years was in 1986, as she had wished, transformed into the Freud Museum, dedicated to her father and the psychoanalytical society. Major contributions to psychoanalysis Anna Freud's first article, ‘on beating fantasies, drew in part on her own inner life, but th[at]†¦ made her contribution no less scientific'.In it she explained how ‘Daydreaming, which consciously may be designed to suppress masturbation, is mainly unconsciously an elaboration of the original masturbatory fantasies'. Freud had earlier covered very similar ground in ‘†A Child is Being Beaten†Ã¢â‚¬Ëœ – ‘they both used material from her analysis as clinical illustration in their sometimes complementary pap ers' – in which he highlighted a female case where ‘an elaborate superstructure of day-dreams, which was of great significance for the life of the person concerned, had grown up over the masochistic beating-phantasy†¦ one] which almost rose to the level of a work of art'. ‘Her views on child development, which she expounded in 1927 in her first book, An Introduction to the Technique of Child Analysis, clashed with those of Melanie Klein†¦ [who] was departing from the developmental schedule that Freud, and his analyst daughter, found most plausible'. In particular, Anna Freud's belief that ‘In children's analysis, the transference plays a different role†¦ and the analyst not only â€Å"represents mother† but is still an original second mother in the life of the child' became something of an orthodoxy over much of the psychoanalytic world.For her next major work in 1936, her ‘classic monograph on ego psychology and defense mechanism s, Anna Freud drew on her own clinical experience, but relied on her father's writings as the principal and authoritative source of her theoretical insights'. Here her ‘cataloguing of regression, repression, reaction formation, isolation, undoing, projection, introjection, turning against the self, reversal and sublimation' helped establish the importance of the ego functions and the concept of defense mechanisms, continuing the greater emphasis on the ego of her father — ‘We should like to learn more about the ego' — during his final decades.Special attention was paid in it to later childhood and adolescent developments — ‘I have always been more attracted to the latency period than the pre-Oedipal phases' – emphasising how the ‘increased intellectual, scientific, and philosophical interests of this period represent attempts at mastering the drives'. The problem posed by physiological maturation has been stated forcefully by Anna Freud. â€Å"Aggressive impulses are intensified to the point of complete unruliness, hunger becomes voracity†¦ The reaction-formations, which seemed to be firmly established in the structure of the ego, threaten to fall to pieces†.Selma Fraiberg's tribute of 1959 that ‘The writings of Anna Freud on ego psychology and her studies in early child development have illuminated the world of childhood for workers in the most varied professions and have been for me my introduction and most valuable guide spoke at that time for most of psychoanalysis outside the Kleinian heartland. Arguably, however, it was in Anna Freud's London years ‘that she wrote her most distinguished psychoanalytic papers — including â€Å"About Losing and Being Lost†, which everyone should read regardless of their interest in psychoanalysis'.Her description therein of ‘simultaneous urges to remain loyal to the dead and to turn towards new ties with the living' may perhaps reflect her own mourning process after her father's recent death. Focusing thereafter on research, observation and treatment of children, Anna Freud established a group of prominent child developmental analysts (which included Erik Erikson, Edith Jacobson and Margaret Mahler) who noticed that children's symptoms were ultimately analogue to personality disorders among adults and thus often related to developmental stages.Her book Normality and Pathology in Childhood (1965) summarised ‘the use of developmental lines charting theoretical normal growth â€Å"from dependency to emotional self-reliance†Ã¢â‚¬Ëœ. Through these then revolutionary ideas Anna provided us with a comprehensive developmental theory and the concept of developmental lines, which combined her father's important drive model with more recent object relations theories emphasizing the importance of parents in child development processes.Nevertheless her basic loyalty to her father's work remained unimpaired , and it might indeed be said that ‘she devoted her life to protecting her father's legacy†¦ In her theoretical work there would be little criticism of him, and she would make what is still the finest contribution to the psychoanalytic understanding of passivity', or what she termed ‘altruistic surrender†¦ excessive concern and anxiety for the lives of his love objects'. Jacques Lacan called ‘Anna Freud the plumb line of psychoanalysis. Well, the plumb line doesn't make a building†¦ but] it allows us to gauge the vertical of certain problems'; and by preserving so much of Freud's legacy and standards she may indeed have served as something of a living yardstick. With psychoanalysis continuing to move away from classical Freudianism to other concerns, it may still be salutary to heed Anna Freud's warning about the potential loss of her father's 'emphasis on conflict within the individual person, the aims, ideas and ideals battling with the drives to k eep the individual within a civilized community. It has become modern to water this down to every individual's longing for perfect unity with his mother†¦There is an enormous amount that gets lost this way'. About essential personal qualities in psychoanalysts â€Å"Dear John †¦ , You asked me what I consider essential personal qualities in a future psychoanalyst. The answer is comparatively simple. If you want to be a real psychoanalyst you have to have a great love of the truth, scientific truth as well as personal truth, and you have to place this appreciation of truth higher than any discomfort at meeting unpleasant facts, whether they belong to the world outside or to your own inner person.Further, I think that a psychoanalyst should have†¦ interests†¦ beyond the limits of the medical field†¦ in facts that belong to sociology, religion, literature, [and] history,†¦ [otherwise] his outlook on†¦ his patient will remain too narrow. This point co ntains†¦ the necessary preparations beyond the requirements made on candidates of psychoanalysis in the institutes. You ought to be a great reader and become acquainted with the literature of many countries and cultures.In the great literary figures you will find people who know at least as much of human nature as the psychiatrists and psychologists try to do. Does that answer your question? † In perhaps not dissimilar vein, she wrote in 1954 that ‘With due respect for the necessary strictest handling and interpretation of the transference, I feel still that we should leave room somewhere for the realization that analyst and patient are also two real people, of equal adult status, in a real personal relationship to each other.

Case Study Of Child Abuse Counselling

In order to arrange initial meetings with the clients certain steps have to be considered:- The collection and the storage of the data should comply with the established legislation of privacy and confidentiality. Before the collection of the information, consents should be taken from the clients and they should be informed about the reasons for the interviews (Mealer & Jones, 2014). According to the Privacy Act, an individual’s consent is required before collecting any information ("Privacy law| Office of the Australian Information Commissioner - OAIC", 2018).   All the pros and the cons of the interview and the reason behind the conduction of the interview should be informed off. One of the ethical dilemmas that can arise is that all the information will be obtained without letting the McLeod’s know anything. Hence a client might find him or her getting into their personal matter. Hence, the neighbors should also be informed about the norms about child abuse and the consequences and the anonymity of the respondants has to be maintained. Disclosure of any s ources of information to the McLeod’s regarding their neighbor’s is strictly prohibited as per the law. Questions that may involve deception and unusual psychological stresses should be avoided (Mealer & Jones, 2014). Goldman, J. D., & Grimbeek, P. (2015). Preservice teachers’ sources of information on mandatory reporting of child sexual abuse.  Journal of child sexual abuse,  24(3), 238-258. Graycar, R. (2012). Family law reform in Australia, or frozen chooks revisited again?.  Theoretical Inquiries in Law,  13(1), 241-269. Mealer, M., & Jones, J. (2014). Methodological and ethical issues related to qualitative telephone interviews on sensitive topics.  Nurse Researcher (2014+),  21(4), 32. Parkinson, P. (2013). The idea of family relationship centres in Australia.  Family Court Review,  51(2), 195-213. Privacy law| Office of the Australian Information Commissioner - OAIC. (2018).  Oaic.gov.au.   Ã‚  Ã‚  Ã‚  Retrieved 11 February 2018, from https://www.oaic.gov.au/privacy-law/ Rogers, A., & Pilgrim, D. (2014).  A sociology of mental health and illness. McGraw-Hill Education (UK).

Analysis of Being Steve Jobs Boss Article Assignment - 3

Analysis of Being Steve Jobs Boss Article - Assignment Example Jobs’ methodology actually starts â€Å"with the user and looking at the entire end-to-end system† (Bloomberg, 2). Schulley revealed Jobs’ admiration for Sony, which became the basis for his Mac factory, tailored to Sony’s elegance and design. He identified Dr. Edwin Land, co-founder of the Polaroid Corporation, as one of the Jobs’ heroes. Ross Perot, founder of Electronic Data Systems, and Akio Morita, builder of Sony, were likewise explicitly looked up to by Jobs as his great inspiration and heroes. The interview likewise discussed Sculley's strategy to focus on marketing Jobs’ products in the market. However, his humility made him express that â€Å"Steves brilliance is his ability to see something and then understand it and then figure out how to put it into the context of his design methodology—everything is designed† (Bloomberg, 4). He acknowledged making two mistakes: not having to work with Intel and not going back to Steve. Schulley ruminated that â€Å"Why don't we go back to the guy who created the whole thing and understands it? Why don't we go back and hire Steve to come back and run the company?" (Bloomberg, 5). In hindsight, Schulley was convinced that â€Å"if Steve hadn't come back when he did—if they had waited another six months—Apple would have been history. It would have been gone, absolutely gone† (Bloomberg, 5). One shares the same contention and agrees to Schulley in the discussions proffered in the article.

Proposal for Smart Phone Application based ordering for Subway Research Paper

Proposal for Smart Phone Application based ordering for Subway Sandwiches - Research Paper Example The report also elaborates on the technical as well as business approaches required to be considered when applying the proposed mechanism along with the likely changes to be witnessed after its implementation. Challenges and the subsequent measures required to be considered have also been addressed in this report along with recommendations and a high-level implementation plan. 2. Background of the Company Subway is an American restaurant chain founded in the year 1965, by Dr. Peter Buck and Fred DeLuca. Today, the restaurant chain is situated in around 98 countries and 34,000 locations all around the world. The company has its regional offices in Brisbane, Miami and Singapore (The Ultimate Software Group Inc., 2000). The products which are offered by this restaurant chain principally fall in the category of submarine sandwiches. It has also been offering pizzas to its customers in certain areas. Subway has been operating for around 46 years and is often ranked as the largest chain of submarine sandwiches in the world. The company has been rewarded with several awards for its superior products and services which are provided to its nationwide and international customers (Doctor's Associates Inc., 2009). 3. Business Problems In today’s highly competitive market scenario, technology and better communication with the target customers have become quite essential for companies to obtain better advantages and growth prospects. However, based on this context, Mr. Van Hout, the technological officer of Subway, stated that with the power of technological assistance, the sales and the profitability of its stores can be increased substantially. Fundamentally, it has been due to its lacuna in incorporating technology in its customer service procedure that the customers have to face problems when placing orders which has been principally associated with the time-consuming delivery process of the organization. Applying the traditional delivery process, the customers ne ed to wait in long queues which in turn tend to hamper their satisfaction level by a large extent affecting the productivity as well as on the reputation of the company (Journalistic Inc., 2013). Hence, incorporating technological innovations such as smart phones to enhance customer relationship in Subway can prove highly beneficial for the company. 4. High level Solution In order to mitigate the restrictions or rather the limitations witnessed by Subway and its customers, incorporation of developed technology application can prove to be highly beneficial. The application can be downloaded by the customers in their smartphones to be used for placing orders in a time-efficient and cost effective manner. Correspondingly, the stores will be equipped with advanced computer systems to receive, interpret as well as analyze the data collected in relation to customers’ requirements for the use of staff members. It is expected that the technology development will minimize the time-con straints in the delivery process rendering greater satisfaction to the customers and thereby rendering competitive advantages to the company so as to increase its revenue growth substantially over the long-run. 5. Benefits of solving the problem With the incorporation of the technology, it is possible for the staffs to take orders and place it in a time-effective way which shall in turn enhance the quality of customer service in Subway and likewise encourage better

UK financial services Essay Example | Topics and Well Written Essays - 2500 words

UK financial services - Essay Example This in turn led to a sequential inductive effect on other countries’ economies, which eventually caused a global financial crisis. This shows the power that that the United Kingdom’s financial services sector wields. This paper will discuss various aspects of the financial services sector in the UK, including the main financial services product types and their functions; financial advice; UK taxation and social security systems; and inflation, interest rate volatility and other relevant socio-economic factors. By the end of this paper, I hope to have examined, evaluated, and discussed the United Kingdom’s financial services sector with regards to these aspects. Key words Financial services; interest rate volatility; inflation; social security systems i) The Main Financial Services product types and their Functions Banking UK banks are generally public limited companies (plcs) that are owned by shareholders.The banking sector in the UK has the second largest asse ts in the world ($11 trillion). It offers borrowing and lending services, corporate financing, financial advice, and other financial services. The Bank of England regulates lending and borrowing rates by setting interest rates. By doing this, it also regulates foreign exchange services, cost of goods and services, the money market, and the cost of doing business. When it comes to international banking, the UK is the largest individual market for bank borrowing and lending. Approximately 20% of cross-border trading and 22% of borrowing is organized in the UK. The county also has a long tradition of well-developed systems for processing complex transactions, as well as a strong regard for corporate activity. The UK banking industry is very diverse, and this is shown by the presence of over 551 international banks in London alone in 2007. By comparison, New York has 250, Paris 271, and Frankfurt 280 (British Invisibles 2009, pg. 22). The UK also has very dynamic money markets which cat er for institutional/corporate customer activity in forward and spot markets as well as the proprietary trading activities of banks. In April 2009, the United Kingdom estimated to have a 36% share of the total worldwide foreign exchange turnover with around $1.7bn daily. Local retail banking is entrenched in the UK, with 5 big banks leading the way. These are Lloyds Banking Group, Barclays, HSBC, Santander, and RBS Group. Together, these banks control around 65% or more of the total retail banking market in the UK (Copperfield 2010, pg. 27). There are about 52 building societies which complement banks. The largest of these are Yorkshire, Skipton, Coventry, and Nationwide. There are also a couple of retail groups (Marks & Spencer, Tesco and Sainsbury’s) which provide a variety of financial services products ranging from current accounts to credit cards and insurance (Copperfield 2010, pg. 33). Capital Markets Securities trading and issuance (including trading of commodities an d derivatives) is done by more than 170 firms headquartered London, and is dominated by international banks like Barclays Capital, Goldman Sachs, Bank of America, Citigroup, Morgan Stanley, Merrill Lynch, and JP Morgan. It is a sub-sector that is also consolidated since 60% is controlled by the top seven entities. The UK accounts for about 25% of the total banking fee revenues in the Europe, while London

E-learning Essay Example | Topics and Well Written Essays - 3000 words

E-learning - Essay Example The acquisition of learning techniques and styles by students depends on the personal characteristics of the student, the subject of study, and the student’s level of understanding of the subject. Research confirms that different people prefer different approaches to learning. No one approach or strategy of e-learning is optimal for all students. The methods and technologies used for e-learning in the United Arabs Emirates include the use of web-based education techniques, podcasting, internet video conferencing, social networking software, and computer-assisted instructions, among others. The styles of e-learning are especially gaining popularity in the higher education sector where most of the students are distant learners. This paper discusses how the learning preferences of an individual influence the extent to which e-learning can be an effective learning tool, especially in the United Arabs Emirates. E-learning allows the adoption of the education content to suit the learning styles of individual students. It may entail the incorporation of digital media, digitized materials, graphics, web-based interactions, interactive videos, among others. The adoption of different learning styles and methods impact on the effectiveness of e-learning in the higher education sector. Some researchers have supported the adoption of e-learning with the argument that it allows for the adjustment of educational content to suit the learning needs of the students. However, majority of studies in this field have been confined to the use of standard conventional learning styles in the e-learning systems (Brown, Zoghi, Williams, Jaberzadeh, Roller, Palermo, & Holt, 2009, p.4). This includes tutorial, lecture, problem-based learning, and written text. The relationship between the styles of e-learning and the effectiveness of the e-learning system, as well as the attitude of students towards e-learning, h as been discussed in

On The Bold and The Beautiful is Katie suffering from Postpartum Movie Review

On The Bold and The Beautiful is Katie suffering from Postpartum depression - Movie Review Example Moreover, Bill cheats on Katie with Steffy and is tempted to leave her. When Katie finds out, she gets a heart attack that leads Bill into leaving Steffy after realizing how much Katie meant to her. Subsequently, she strives to reunite Bill top her stepson Liam but eventually bears fruit. Liam joins the Spencer family officially but encounters constant interference from his father in his love issues. However, Katie suffers from postpartum depression and is unable to connect with her baby William Logan Spencer. Partly to blame was the fact that Bill had refused to accept Katie’s pregnancy in the first place. Further, Bill suggests to Katie that she gets an abortion, but Katie declines. Bill justifies the abortion as an attempt to save Katie’s life, as he fears that she might not carry the baby to full term. For him, her well-being is his priority. Bill’s constant disappointments to her and her stepson also contribute to her not connecting with her baby. Her fear is that Bill might abandon her and her baby the way he abandoned his other son Liam. Therefore, this fact agitates her even more making her have minimal concern for her newborn baby. On the contrary, her concerns are baseless as none of these thoughts ever crossed her husband’s

Risk management Assignment Example | Topics and Well Written Essays - 250 words - 1

Risk management - Assignment Example This is because organizations that perform risk assessment effectively operate more efficiently and have a better understanding of their industries. Risk assessment is used in determining the type and level of risks involved in business operations and processes. It is also used to determine the degree of risk that can be incurred without negative ramifications (Tarsus, 2014). Businesses use internal or external risk management professionals to determine the risks involved in different organizational plans and how they can be managed. Before carrying out risk assessment, specific processes must be initiated to facilitate the whole exercise from start to finish. These include pre-planning, which involves setting the scope and breadth of the exercise, selecting individuals to carry out the exercise and budgeting (Moss, 2014). There is no set time for carrying out risk assessment. It can always be scheduled depending on an organization’s needs and activities. Some organizations like to plan them to coincide with other assessments while others prefer to conduct them exclusively (Aven, Baraldi, Zio, & Flage, 2014). Risk assessment is also done when projects are being commissioned, and the organization needs to understand what it is up against in terms of possible losses and difficulties. Aven, T., Baraldi, P., Zio, E., & Flage, R. (2014). Uncertainty in risk assessment: The representation and treatment of uncertainties by probabilistic and non-probabilistic methods (Illustrated ed.). New York: John Wiley &

Health Term Paper Example | Topics and Well Written Essays - 1250 words

Health - Term Paper Example The Dermatology department of our hospital handles patients with skin problems like dermatitis, pediculosis, scabies, fungal infections, vulgaris and psoriasis including attending to individuals seeking reconstructions of some part of their body for aesthetic purposes. Recently, our most common diseases were melanoma of the skin. Our physician handles this type of skin problem by requesting for a biopsy and histological examination through our laboratory facility. Apart from this, plastic surgery and debridement as a result of burn is also done in our department where physicians may perform homograft, xenograft or isograft. However, patients have to undergo sensitivity test, allergy test and direct examination. Because of the presence of other cases of basal and squamous cell carcinomas, keratosis, Bowen’s diseases and dysplastic nevi, our laboratory also offers other services like electro surgery in the form of curettage and electrodessication, electro coagulation, cryosurger y and MOH’s surgery. With the psychological impact of melanoma surgery, patients are referred to our counseling specialty team to handle the psychosocial aspect of the illness. Cases of all types of cancer are handled in our Oncology department. With the great number of smokers, it is not surprising to have bronchogenic carcinoma as the most prominent case. However, liver, breast cancer, cervical cancers are also trailing behind. Bronchogenic carcinoma is being worked up by assessing first the physical symptoms to include dyspnea, dysphagia, cyanosis and hemoptysis by the physician. If there are suspicious findings, patients are advised to undergo radiological studies like chest x-ray, bronchography, angiography, brochoscopic and cytotoxic examination offered in our laboratory facility to confirm diagnosis (Billings & Stokes, 1987). Since the goal of therapy is to remove the cancerous area, the patient is referred to our surgery special team who will perform the operation nee ded. Service of our special team is also extended to other patients diagnosed of ulcers, ovarian cysts, endometriosis, myomas and the like. Our gastroenterology department is responsible for patients with gastrointestinal diseases in which ulcerative colitis is the most attended case followed with Crohn’s disease, diverticulitis, hemorrhoid and peptic ulcer. Ileostomy or proctocolectomy is the approach our physician employs for ulcerative colitis because it does not respond to medical therapy. Problems after surgery includes health maintenance thus our patient are directed to our nutrition special team who focuses on providing diet high in protein and calories to assure healing and growth. Other services offered by our specialty team includes prevention and management of fluid excess and deficits like those experienced by patients with nephritis, dehydration, diarrhea and burns. To have a more effective management, our laboratory facility work with them by providing baseline data on the patient’s BUN, electrolytes and HCT. Although our laboratory has a limited capacity, our x-ray machine was able to reveal changes of fluid status in one of the outpatient who happens to come for a chest x-ray procedure. Patients who present signs and symptoms of lung problems are brought to our pulmonary department. Pulmonary tuberculosis (PTB) is notably on top of the list in this area

Estee Lauder Essay Example for Free

Estee Lauder Essay The company sells a variety of beauty and hair-care products and currently employs 31,300 people. Over the course of its lifetime, the company has bought or merged with many famous beauty brands. Some of the more recognizable companies that are a part of the Estee Lauder family include: Clinque, Aramis, La Mer, Origins, Bumble and Bumble, Aveda, and Bobbi Brown. In 2006, they were marketing their products to over 130 countries, and in September, they made agreements with the popular designers, Coach and Missoni, to create their fragrances. Also in 2006, Estee Lauder sold their makeup line, Stila, as it was not generating enough revenue. In 2007, they acquired Ojon, a popular Canadian hair-care company, but sold their Rodan + Field brands. Sales began growing tremendously in China and Russia and helped the company’s overall sales grow nine percent from the previous year. The company also announced that Frabrizio Freda, originally from Proctor and Gamble, would become their future president and chief operating officer starting in 2008. In 2008, Estee Lauder hired Omnicon Media Group’s M2M as their advertising agency in twelve different countries including places in Europe and Asia. During 2008 Estee Lauder also introduced their Time Zone Line and Wrinkle Reducing Moisturizers which were clinically proven to reduce the skin’s visible age. The company also opened up a brand new facility in Ontario for manufacturing and development. Situational Analysis: During the months of September, October, November, and December, Estee Lauder advertised the following products: Double Wear Lipstick, Advanced Night Repair, Double Wear Makeup SPF 10, Bold Volume Lifting Mascara, and Sensuous by Estee Lauder (perfume). The most popular items advertised were the Double Wear Lipstick, which ran three different magazine ads, and the Advanced Night Repair which was featured several times on the fourth cover page of magazines and in promotional company emails. Situational Analysis: The features of the Double Wear line include the option to choose liquid or powder makeup, the ability to create desired coverage, and a wide range of shades for every skin type. The advantages of the Double Wear line are the twelve to fifteen hour staying power and that makeup is comfortable to wear and silky smooth to the touch. The benefits of the Double Wear line are that the products contain SPF-10 and once the makeup is applied, there is no need for touchups. The features of the Advanced Night Repair are that it prevents future aging damage from occurring and it reduces damage that has already been done to skin. The advantages of the Advanced Night Repair include over twenty-five years of research behind the formula, Estee Lauder’s exclusive Chronolux Technology, and it has over 20 patents worldwide- so you can’t find it anywhere else. The benefits of Advanced Night Repair are the dramatic reduction in the visible signs of aging on the face. Estee Lauder sells a variety of beauty care products besides the ones that are advertised. They sell makeup for the face, eyes, and lips, along with tools such as makeup brushes, makeup remover, and nail polish. They also sell many skincare products for different needs, such as firming, age-prevention, anti-wrinkle, moisturizers, and the evening out of skin tone. They also have a luxury line called Re-Nutriv that contains an assortment of makeup and skincare that contain real gemstones within their formulas. Estee Lauder also sells fragrances for men and women. Many gift sets that contain a mixture of skincare, perfume, and makeup are also offered for reduced prices. Estee Lauder’s target market is defined by several categories, the broadest being females. This is due to the fact that most of Estee Lauder’s products are catered towards females. Since many of Estee Lauder’s products involve anti-aging, their customer should be interested in preserving their youth; therefore, the target market age is a more mature woman, in her thirties or older. The income of these women can range from average to a high income, as the prices of their products range from $20 to $1000. Two consumer categories from VALS II that describe the Estee Lauder target market are Achievers and Actualizers. Achievers want premium products which Estee Lauder can offer them. They like to try a variety of products, and even though they may brand hop, Estee Lauder knows they will come back due to their high quality products. Actualizers make the most money so Estee Lauder looks to them to buy their luxury line, ReNutriv, which can cost up to $1000 for an 8. 4 ounce jar of creme. The Actualizers also like technology, so the company tries to attract them by advertising the science behind their new formulas, such as the Chronolux Technology used in their Advanced Night Repair. Two Retail Target Markets that pertain to Estee Lauder’s target market are Classic and Update. Estee Lauder caters to the Classic Market’s needs by offering exceptional service at their sales counters in specialty stores. The salespeople are very knowledgeable and are willing to help customers find their perfect makeup match or skincare problem solver. The Classic Market also does not care whether or not a product is on sale, which is a reason why Estee Lauder rarely puts items on sale and is able to charge more money for products. The Update Market is more fashion forward group who want to keep up with trends. Estee Lauder advertises mainly in women’s fashion magazines in order to catch the attention of this market. Since the Update Market favors shopping in department stores, Estee Lauder puts their sales counters in stores like Macys, and Lord and Taylor. They also put their counters up in more upscale department stores, such as Bergdorf Goodman and Nordstrom. One of Estee Lauder’s competitors is Lancome, who is a part of the L’Oreal brand. Lancome offers similar products and services as Estee Lauder and at competing prices. Lancome even has an equivalent of Estee Lauder’s Advanced Night Repair which is called Genifique. Both companies advertise mainly in the same magazines, and therefore have the same target market. Lancome also has sales counters in the same department stores as Estee Lauder and the two are often located near each other. They also offer similar gift sets at reduced prices and have the same â€Å"free gift with purchase† sales promotions. Development of Creative Strategy: Estee Lauder’s advertisements in magazines are usually two pages or are on the second and fourth cover pages. In American magazines, the advertisements are all bleed ads and their backgrounds are very dark colors, usually a navy blue or black. For instance, the Double Wear Lipstick, Sensuous by Estee Lauder, and Double Wear Makeup SPF 10 ads all have a black background. All of the Advanced Night Repair advertisements have a navy blue background and also have a picture of a DNA ladder behind the photograph of the product. However, in the November 2009 issue of U. K Cosmo, the company’s advertisement for their Bold Volume Lifting Mascara has a golden yellow background. The product (Bold Volume Lifting Mascara) was also only advertised in the U. K issue. No other advertisements for the product could be found in an American magazine. The text on all of the makeup magazine ads is white. The headline, â€Å"Estee Lauder†, is always in all capital letters and is either on the very top or very bottom of the ad. The Double Wear Makeup ads always contain â€Å"Estee Lauder† (headline) on the bottom left page under the picture of the model. The text on the perfume ad for Sensuous was in purple, and was probably due to the fact that the shirt that the model was wearing was white. The headline of this ad was also in the middle of the page, which was very unusual compared to every other ad ran in this time frame. All the advertisements that contain a model seem to have the same one: a beautiful, skinny, pale-skinned, brunette with bright blue eyes and long, lightly wavy hair. This model is seen in every ad except for Advanced Night Repair. The model is always located on the left page. She may also be on the right page, but there will always be a picture of her on the left page as well. This is seen in the Double Wear Lipstick ad where the left page is mainly taken up by the model’s head and then the same model is also shown in profile which spans on to the right page. This same model also appears in email advertisements from the company and is also featured in the Virtual Makeup Tool on the Estee Lauder website. No matter when or where the product was advertised, the graphics remained the same. In the Advanced Night Repair ad, a large picture of the serum is splashed across the page. In the Double Wear Lipstick ad, five lipsticks in various shades are in the bottom right corner. In the Sensuous ad, the eye is first drawn to the model, who takes up the entire page. The perfume bottom is located in the bottom right corner and is not instantly noticeable. In the Bold Volume Lifting Mascara ad, there are four mascara tubes and one brush located in the bottom right corner. The Double Wear Makeup SPF-10 ad contains pictures of a compact filled with pressed powder, and two liquid foundations again located in the bottom right corner. The Double Wear Lipstick line ran three different ads during this time period. The three ads were exactly the same except the sub-headlines and amplifications were different. In the September and October ads, the sub-headline read â€Å"12-Hour Staying Power. New Double Wear Lipstick†. In the December advertisement, the sub-headline read, â€Å"Double the Wear, Double the Color. New Double Wear Lipstick†. There was only one difference between the amplification in the September and October advertisements. This difference was that only in October was the price of the lipstick shown. The amplification for it read, â€Å"$22. 00 suggested retail price†. The December ad’s amplification was completely different from the prior two, but still mentioned the same features, advantages, and benefits. All of these ads had the same action to take which was â€Å"shop now at esteelauder. com†. There is not much white space on these ads. The most noticeable white space would be on the back page of the Sensuous ad. The headline, Estee Lauder, is at the top in a large font. At the very bottom of the ad is a picture of the Sensuous gift box that takes up the bottom forty percent of the page. In the middle of this ad, the sub-headline, â€Å"Wrap her in warmth and luxury. Seductive Destination 82. 50, Worth over 120. 00†, is centered and there is a great deal of white space around it, which allows the eye to focus on it. The objectives of the ad campaigns were to be informative and persuasive. Because both the Advanced Night Repair and the Double Wear Lipstick were new products, Estee Lauder wanted to make sure people knew about them. These were the two products they pushed the most in this time frame. Both products’ ads had more text than some of their older products in order to explain their features more clearly. Advanced Night Repair’s ad dedicated most of its space to several paragraphs explaining how the serum fixes damage caused by the environment and a person’s genes. By being informative, Estee Lauder was able to teach people about their new products which then helped persuade them to buy them. They explained how they were the only people to have this new technology and how even scientists agree that their product works best. The execution style the ads used were slice of life, lifestyle, and scientific evidence. Slice of life is used in the Advanced Night Repair ad when it says â€Å"For every woman, every night†. The product is supposed to be used nightly to reduce the signs of aging, so they stick that phrase directly into the advertisement to let people know that this is a product used in everyday life. The Double Wear Makeup SPF- 10 ad also uses slice of life in their ads. They read â€Å"whether it’s a workday, a workout, or a weekend there’s a Double Wear formula to keep up with your active day† which also shows that this makeup is perfect for every day, no matter what may be on the customer’s agenda. Lifestyle is also seen throughout all of these ads. Sensuous speaks to a male audience and tells them to â€Å"Wrap her in warmth and luxury†. Estee Lauder tries to show that the perfume is meant to make a woman feel luxurious and special when she wears it, and that it will enhance her mood. The Double Wear Lipstick enhances a woman’s life by making her life a little easier by not having to worry about the staying power of her makeup. They say â€Å"glide it on once and don’t think twice†, showing women that there is no need for touchups with this lipstick. Advanced Night Repair boasts that their product reduces the signs of aging due to â€Å"past damage caused by every major environmental assault† and will help prevent future damage. Scientific Evidence is also seen in the Advanced Night Repair ad. The ad says right away that scientists believe that DNA damage ages our skin too fast and that this product contains twenty five years of â€Å"ground breaking DNA research† and the newly patented Chronolux Technology which helps reduce the effects of aging. They then say â€Å"its tomorrow’s technology- today†, trying to make the product seem futuristic and more technologically advanced than any other serum out on the market. Scientific Evidence is also seen in the Bold Volume Lifting Mascara advertisement. The ad talks about their exclusive â€Å"BrushComber† that â€Å"gives you all the thickening of a brush with the definition of a comb†. All of these ads contain at least one of these execution styles. These styles tie into the advertising objectives for informing and persuading consumers. The scientific evidence informs potential buyers of the new technology that only Estee Lauder has, while the lifestyle and slice of life execution styles try to persuade them to buy the products due to enhancements they will make in a customer’s everyday life. Media Analysis: The media vehicles that Estee Lauder used to advertise were the magazines, Elle, Cosmopolitan, Cosmopolitan U. K, Self, Vogue, Instyle, People, and Glamour. They were also featured on department store websites, such as Macys. com and Nordstrom. com. Estee Lauder also sent out promotional company emails every couple of days to people on their mailing list. The reach for Elle Magazine is 1,105,456 customers. Estee Lauder ran their Double Wear Lipstick ad which consisted of two full page, colored bleed ads. The asking price for a colored, one page bleed ad during December is $138,175. Because they used two pages, the total cost of the ad was $276,350. The CPM of this ad was $249. 99. Elle Magazine is issued monthly, giving the advertisement a one month shelf-life. Estee Lauder also needed to order space in the magazine to advertise at least two months in advance, giving their ad a long lead time. Elle also has a high clutter due to the large amount of advertisements it contains, making it harder for Estee Lauder to impact their customers. The reach for Cosmopolitan magazine is 2,907,436 customers. Estee Lauder ran their Sensuous by Estee Lauder ad and their Double Wear Lipstick ad in Cosmopolitan. The asking price for a one page color ad is $215,900. Both of Estee Lauder’s ads were bleed ads, which costs 15% more, making them, $248,285. Estee Lauder also used two pages for their ads, and added a scent sample (prices not listed for additional insert), making the total price $496,570 per ad. The CPM of each of these ads was $170. 79. Estee Lauder needed to pay for their advertisements at least one month in advance, giving their ad a lead time of one month or longer. Cosmopolitan is a magazine that is issued monthly, so the shelf-life is also one month. Cosmopolitan is also mainly comprised of advertisements, so the there is high clutter and low frequency The reach for Self magazine is 1,516,075 customers. Estee Lauder advertised their Double Wear Makeup SPF-10 on the second cover page and the third page of the magazine. The asking price for the second cover page is $200,123. The full color bleed ad on the third page cost $97,100. The total price for this advertisement was $297,223. The CPM of this ad was $196. 05. Self is published monthly, giving the ad a one month shelf life. There is high clutter due to the large amount of ads in the magazine. The reach for Vogue is 1,298,480 customers. Estee Lauder ran several different ads with this magazine. They used the fourth cover page in October 2009 for an Advanced Night Repair ad. The asking price for the fourth cover page was $188,922. The CPM for this ad was $145. 49. Estee Lauder also ran their Double Wear Lipstick ad and their Advanced Night Repair ad which were both two page, color, bleed ads, which cost $302,266. The CPM for these ads was $232. 8 each. Vogue is also issued monthly, giving the ad a one month shelf-life. Vogue, like Cosmopolitan, is also mainly comprised of advertisements, creating high clutter. The reach for Instyle magazine is 1,738,787 customers. Estee Lauder ran their Advanced Night Repair ad on their fourth cover page. The asking price for the fourth cover page was $201,800, making the CPM of this ad $116. 06. Instyle mag azine is published monthly, giving the advertisement a one month shelf-life and there is high clutter due to the large amount of advertisements within the magazine. The reach for People Magazine is 3,615,858 customers. Estee Lauder ran a one page color bleed ad in the September 28 issue. The cost for a one page color bleed ad was $266,780. The CPM for this ad was $73. 78. People is published weekly, giving the advertisement a shelf-life of one week. Estee Lauder had to send in their printing materials about twenty six days before the publish date, creating a lead time of about 26 days. The reach for Glamour magazine is 2,389,915 customers. Estee Lauder ran their Advanced Night Repair ad which was a two page colored bleed ad. The cost of a full page color bleed ad was $200,491. The total cost for this ad was $400,982, making the CPM for this ad $167. 78. Glamour is published monthly, giving the advertisement a shelf-life of one month. Estee Lauder had to send their ads in at least a month and a half before the publishing date, giving the advertisement a lead time of a month and a half or longer. Estee Lauder also sent out many promotional emails throughout the course of this time frame. These emails, however, were only for people who entered their names on a mailing list on the company’s website. There was no clutter in these emails as they were directly from the company and only pertained to their products. These emails were sent out every few days, giving them a shorter shelf-life than magazine ads. Estee Lauder actively used sales promotions to sell products. They often offered free gifts with purchases over a certain amount. For example, in September, Macy’s offered a free gift bag filled with makeup with any Estee Lauder purchase of $29. 50 or more. This gift was advertised by Estee Lauder in the September 28 issue of People Magazine. Within this gift bag was a deluxe sample of Advanced Night Repair and two Double Wear Lipsticks, which were popular products advertised by the company during this time period. Nordstrom also offered free gifts with any $39. 50 Estee Lauder purchase in October. Customers had a choice of four bags filled with goodies that either lifted, reduced, toned, or prevented aging. This gift bag was valued at $125. In their own promotional emails, Estee Lauder also advertised free shipping on their website with purchases over $50. They also gave three free samples of the customer’s choice with any purchase. During November, Estee Lauder had a free gift bag with purchase of $39. 50 that was also valued at $125. Customers were also able to choose their own skincare and makeup shades for their gift. Once this promotion was over, they moved on to their Color Spectacular Promotion. With any Estee Lauder fragrance purchase, customers were able to buy the Estee Lauder Color Spectacular Cosmetic Traveler for only $55. This Traveler contains twenty five shades of eye shadows and blushes, mascaras, eyeliners, lipsticks, brushes, a travel mirror, and two cases, making it worth over $340. This promotion started on November 16th on Estee Lauder’s website. The promotion started being offered at Macy’s on November 20th. This promotion is still currently in progress. Financial Overview: During the past three years, Estee Lauder’s total sales have risen by over one billion dollars. The total sales increased from $6,463,800,000 in 2006 to $7,910,800,000 in 2008. Their net income has also increased dramatically. Three years ago, their net income was $244,200,000. Last year, their net income rose to $473,800,000. Conclusion: No evidence of pre-testing or post-testing has been found in research for Estee Lauder. Estee Lauder has been working on both market penetration and production development. Their older skincare and makeup products have done extremely well in the past three years and their sales continue to grow at a steady rate. They have also introduced new skin care products as a part of their product development which will also have a dramatic effect on their sales. Although the United States and the Americas has continuously been the number one country in terms of sales, Estee Lauder has been focusing more on increasing their market shares in the Asia-Pacific region. This is due to the down turn in the economy that has been happening over the past two years in the United States. They hope in the future that this area will soon become the number one buyer for their products.

Descartes - First Meditation Essay Example for Free

Descartes First Meditation Essay In the First Meditation, Descartes presents his philosophical project, and he claims that, in order to complete this project, he needs to put into questions the truth of all his beliefs. Descartes shows that we can doubt of the truth of all our beliefs by two main arguments, the Dream Argument and the Evil Genius argument. In the Dream Argument, Descartes discusses the senses and how it can deceive. Descartes then mentions that when he is dreaming he can also sense real objects, or at least feels he can, causing him not be able to distinguish between being asleep and being awake. This is shown in the quote from the First Meditation, â€Å"I see so plainly that there are no definitive signs by which to distinguish being awake from being asleep. As a result, I am becoming quite dizzy, and this dizziness nearly convinces me that I am asleep† (19, Mediation One). Descartes also discusses the possibility of the universal dream, mentioning that his whole life could in fact be a dream with no actual world that you are awake. Descartes mentions that dream images are images that we already experience in our waking life, they are images that we already know of. The images don’t necessarily have to be something we have seen before because it can be parts of real things we already know that create another image we have not yet seen or experienced. The dream argument that Descartes represents interprets the message that the senses are not always reliable, and we can easily be fooled by them, therefore, we should not rely on our senses to base all of our beliefs on. Now moving on to Descartes second argument, the Evil Genius argument, it implies that everything we think we know is in fact not true and we cannot rely on our senses. In The First Meditation, Descartes presents that God is good, therefore he would not fool the beings he creates into believing false things. If someone were to believe in this suggestion then he would know that he can’t be fooled by anything. This is shown in Descartes quote â€Å"But perhaps God has not willed that I be deceived in this way, for he is said to be supremely good. Nonetheless, if it were repugnant to his goodness to have created me such that I be deceived all the time, it would also seem foreign to that same goodness to permit me to be deceived even occasionally† (21 Meditation One). On the other hand, Descartes mentions that there are some people who believe there is no God, if this is the point of view to be taken then there would be a very big likelihood in us being deceived. The reason for this theory is due to the argument Descartes presents that if there is no good our senses would not be perfect since it would not have been created by a perfect being, such as God. This is shown in Descartes quote, â€Å"But because being deceived and being mistaken appear to be a certain imperfection, the less powerful they take the author of my origin to be, the more probable it will be that I am so imperfect that I am always deceived† (21 Mediation One). In the end of the First Meditation, Descartes sees it as impossible to stop from thinking about these theories, he then tries to believe that his opinions are not true. Descartes does this for the reason to be able to keep thinking as normal without disruptions. Descartes mentions this in his quote, â€Å"Hence, it seems to me I would do well to deceive myself by turning my will in completely the opposite directions and pretend for a time that these opinions are wholly false and imaginary† (22 Meditation One). Descartes then concludes that an evil genius has set out to deceive him so everything he thinks he knows is not true, â€Å"I will not suppose a supremely good God, the source of truth, but rather an evil genius, supremely powerful and clever, who has directed his entire effort at deceiving me† (22 Mediation One). With Descartes doubting all his beliefs he makes sure that he is not led to believe in what is not real by the so called â€Å"evil genius† he mentions in the First Meditation. In regards to the question, does Descartes appear to be a sceptic? I would have to say no, the reason I say this is although Descartes does appear to be a sceptic in all his arguments, he demonstrates theories to all his doubts. When Descartes represents a reason for his doubt this cannot be viewed a scepticism anymore as scepticism as defined is the philosophical position according to which knowledge is impossible. Descartes represents knowledge on each topic he doubts, as to why it should be doubted and for what reasons. Descartes does not constantly doubt everything for no reason, a sceptic doubts everything around them for no reason whatsoever. To prove this argument I suggested we can look at the First Meditation when Descartes denies the thought that he might be insane, which is shown in his quote, â€Å"Unless perhaps I were to liken myself to the insane, but such people are mad, and I would appear no less mad, were I to take their behavior as an example for myself† (19 Meditation One). In this quote it proves that all the doubts Descartes is making in the First Meditation are logical, and provide reason. Descartes is not just doubting for the sake of doubting, but for logic that causes this doubt he is experiencing. This concludes that Descartes is not a sceptic, and his arguments in fact to continue to grow, while maintaining logical reason behind them.

Optimization of Solvent Extractions

Optimization of Solvent Extractions CHAPTER 3 METHODOLOGY 3.1  Introduction In this study, the leaves of A. Malanccensis, formulated gaharu tea bags from Gaharu Tea Valley, Gopeng and Kebun Rimau, Tawau were extracted by using solvent extraction method. The optimization of solvent extractions were determined in this study as well. Chemical composition of the crude extracts were analyzed by using GC-MS and HPLC. Besides, the obtained crude extracts were evaluated for their antioxidant property. 3.2  Chemicals and Apparatus Throughout this study, several of chemical and apparatus were used as listed in table 3.1 and table 3.2. Table 3.1 Chemical and reagent used Chemical and reagents Brand Manufacturer 1,1-diphenyl-2-pycrylhydrazyl (DPPH) Sigma USA 2,4,6-tripyridyl-striazine Sigma USA Sodium acetate Acetic acid MB Germany Aluminum chloride hexahydrate Ascorbic acid Systerm Malaysia Ethanol Systerm Malaysia Folin-Ciocalteu’s reagent Sigma USA Gallic acid Hydrochloric acid Iron (II) sulphate Sigma USA Iron (III) Chloride Systerm Malaysia Methanol Merck Germany Potassium bromide Quercetin Sodium carbonate Sodium carbonate anhydrous Sodium hydroxide Merck Germany Sodium nitrate Helium gas Novaland Malaysia Nitrogen gas Novaland Malaysia Table 3.2 Apparatus used Apparatus Brand Manufacturer Aluminium foil Diamond brand Malaysia Analytical balance Mettler-Toledo Switerland Beaker 100 mL Schoot Duran Germany Beaker 250 mL Schoot Duran Germany Beaker 500 mL Iwaki Japan Conical flask 250 mL Isolab Germany Filter funnel Frontier Transform Infra-red spectrometer Perkin Elmer Germany Gas Chromatography-Mass spectrometer Perkin-Elmer Germany Measuring cylinder Iwaki Japan Micropipette Eppendrof England Oven Memmet USA Parafilm â€Å"M† Pechiney USA Rotatory evaporator Buchi Labortechinc Switzerland Round bottle flask 250 mL Favorit Malaysia Test tube 15 mL UV-Vis spectrometer Perkin Elmer Germany Volumetric flask Exelo Malaysia Water bath Cifton NE 5-289 England Whatman No. 1 Filter paper Buchi Reiii Switzerland Grinder Kika Germany 3.3 Extraction of the Gaharu Leaves and Formulated Gaharu Tea 3.3.1 Raw Material The samples of gaharu leaves and formulated gaharu tea bag were used in this research were obtained from the Kebun Rimau Sdn Bhd, Tawau and Gaharu Tea Valley, Gopeng. Gaharu leaves were dried in the shade for 7 days at roomtemperature (28  ±2 °C). After drying, leaves were cut into small pieces. The pieces of dried gaharu leaves and the formulated gaharu tea bag are used for the aqueous extraction and ethanolic extraction. 3.3.2Aqueous Extraction of Gaharu Leaves and Formulated Gaharu Tea 50g of dried leaves powder and contents of formulated gaharu tea bag were weighed and put into 500mL beaker, respectively. 250 mL of distilled water was added into both beaker and boil for 30 minutes. Beakers were wrapped with aluminium foil (Diamond brand) to prevent spilling of mixture and light exposure.The pooled extracts were filtered by using Whatman No. 1 filterpaper (Buchi Reiii) with 0.45 µm membrane. The remains were re-extracted under same condition and filtered. The obtained crude extracts were concentrated at 50 °C using a rotary evaporator under low pressure. The concentrated crude extracts from gaharu leaves and formulated gaharu tea bag were collected in air-tight containers and covered by the aluminum foil to prevent the active components in the extracts from decomposing by light. They were stored in refrigerator at 4  °C to prevent fungal attacking. All the extractions were carried out in replicates. 3.3.3 Ethanolic Extraction of the Gaharu Leaves and FormulatedGaharu Tea 10g of dried leaves powder and 6g of the formulated gaharu tea bag were weighed and put into 100 mL beaker, respectively. 50mL ethanol was poured into both beaker. Beakers were sealed with parafilm (Pechiney) and wrapped with aluminum foil (Diamond brand) to prevent spilling of mixture and light exposure, respectively. The pooled extracts were filtered by using Whatman No. 1 filter paper (Whatman International, England). The remains were re-extracted under same condition and filtered. The obtained crude extracts were concentrated at 40 °C using a rotary evaporator under low pressure. The concentrated crude extracts from gaharu leaves and formulated gaharu tea bag were collected in air-tight containers and covered by the aluminum foil to prevent the light decomposition of bioactive components in the crude extracts. They were stored in refrigerator at 4  °C to avoid fungal attacking. All the extractions were carried out in replicates. 3.4 Optimization of the Gaharu Leaves and Formulated Gaharu Tea Extraction 3.4.1Ethanol Concentration With the constants 180 minutes and temperature 25OC, samples were extracted with six different concentrations of ethanol starting from 0% to 100% (v/v). The extraction procedures were described in section 3.2.3. The best ethanol concentration which related to the values of total phenolic contain (TPC) (mg gallic acid equivalent, GAE/g dry weight, DW) and total flavonoid contain (TFC) (mg quercetin equivalent, QE/g DW) were selected. 3.4.2Extraction time The samples were extracted with the optimal ethanol concentration which was determined in the section 3.3.1 for 60, 120, 180, 240, 300 minutes by fixing the extraction temperature constant at 25oC. The best extraction time which related to the values of total phenolic contain (TPC) (mg gallic acid equivalent, GAE/g dry weight, DW) and total flavonoid contain (TFC) (mg quercetin equivalent, QE/g DW) eres selected. 3.4.3Temperature The samples were extracted at different temperatures, which were 25, 35, 45, 55, and 65oC with the optimal temperature and extraction time as determined in section 3.3.1 and section 3.3.2. The best extraction temperature which related to the values of total phenolic contain (TPC) (mg gallic acid equivalent, GAE/g dry weight, DW) and total flavonoid contain (TFC) (mg quercetin equivalent, QE/g DW) weres selected. 3.5Chemical Characterization of Gaharu Leaves and Formulated Gaharu Tea 3.5.1Characterization using FT-IR 3.5.1.1 Sample Preparation The method of FT-IR analysis by Khalil et al. (2013) was used with minor modifications (Khalil et al., 2013). The formation of transparent pellet (Thin disc) was done by mixing 2mg of crude extract powder with 40mg of potassium bromide (1:20), a mold was used to compress the mixture under a pressure of 7 tons. The analysis was carried out with the wavelength starting from 4000 to 400 cm-1. About 3 minutes were taken by the spectrum recording. FT-IR software Spectrum version 6.35 (Perkin Elmer) was used to perform the acquisition of the spectra and peak assignment. 3.5.2Characterization Using Gas Liquid Chromatography- Mass Spectroscopy (GC-MS) 3.5.2.1 Sample Preparation The method of GC-MS analysis by Khalil et al. (2013) and Soetardjo et al., (2007) were used with the modification of experimental conditions. The crude extract powder was dissolved in 60% (v/v) methanol solution and filtered by using membrane filter with 0.45  µm pore size. The 0.5  µL of samples were injected into a gas chromatograph equipped with Perkin Elmer Clarus 500 mass spectrometer and Elite-5MS column [30m (length) x 0.25 mm (diameter), film thickness 0.25  µm]. The column temperature was programmed to 50oC for 6 min, with 5oC increase per min to 250oC. The temperature of detector and injector were both maintained at 250 oC. Hellium was used as the carrier gas with a linear velocity of 1 ml/min and the splitting ratio was 10:1. The mass spectrometer was operated in the electron impact ionization (EI) mode at 70 eV. The constituents of gaharu crude extract powder were identified by comparing their mass spectra with those of NIST02 library data of the GC-MS system. The c ondition of GC-MS are summarized in Table 3.4. Table 3.4 Condition used for GC-MS analysis. Parameters Conditions Gas chromatography Perkin Elmer Clarus 500 gas chromatography Mass selective detector Perkin Elmer Clarus 500 mass spectrometer Capillary columns Elite-5MS (30 m (length) x 0.25 mm (diameter) ; film thickness 0.25  µm) Injection volume 0.5  µL Carrier gas Helium Initial oven temperature 50 oC Final oven temperature 260-300 oC Inlet temperature 250 oC Injection Split Injector pressure 8.00-9.43 psi Injector temperature 80 oC Flow rate 1 mL min -1 Electron energy 70 eV Source temperature 180 oC Solvent delay 2 minutes Data library NIST 02 3.5.2.2 Kovats Retention Index Kovats retention index is an idea used in the gas chromatography to convert retention times into system-independent constant. The collected data of GC-MS were processed by using the Kovats retention index (Equation 3.1). The calculated Kovats index was compared with the retention time of n-alkane which were given by the GC-MS manufacture company (Perkin Elmer) based on the same type of column with higher ramp temperature (10oC instead of 5 oC, Appendix A). (Equation 3.1) Where, I = Kovats retention index, n = the number of carbon atoms in the smaller n-alkane, N = the number of carbon atoms in the larger n-alkane, tr = the retention time. 3.6Determination of Total Phenolic Compounds and Total Flavonoid Compounds in Crude Extracts 3.6.1Evaluation of Total Phenolic Compounds in Gaharu Leaves and Formulated Tea Crude Extracts Total phenolic content (TPC) of concentrated rude extract of three samples with the different extraction condition were determined by using the Folin-Ciocalten (F-C) assay according to the method described by Tay et al. with a modification (Tay et al., 2014). Concentrated crude extractwas diluted 30 times before use. 15 mL test tube was wrapped with aluminum foil and 1 mL of diluted sample was placed into it. Then, 5 mL of Folin-Ciocalten reagent was added into the test tube. After 5 minutes, 4 mL of 7.5% (w/v) sodium carbonate was added. The test tube was shaken to mix the diluted sample and reagents for 5 seconds. Thus, the test tube was allowed to stand in the dark room at room temperature for 30 minutes. The blank solution was prepared by replacing 1 mL of samples with 1 mL of deionized water. Absorbance was measured against the blank at 765 nm by using UV-Vis spectrometer (Perkin Elmer).Besides, 1 mM gallic acid stock solution was prepared. 17.012 mg of gallic acid was weighed a d transferred into 100 mL conical flask. Thus, deionized water was added in until the volume of 100 mL was achieved. The 1 mM gallic acid stock solution was further diluted into 0.1, 0.2, 0.4, 0.6, 0.8 mM gallic acid standard solutions. Total phenolic content was determined and calculated based on gallic acid calibration curve and expressed as gallic acid equivalents (GAEs) in milligram per g dry weight (mg GAE/ g DW). The TPC test was repeated with the concentrated crude extract with different solvent extraction conditions. 3.6.2Evaluation of Total Flavonoid Compounds in Gaharu Leaves and Formulated Tea Crude Extracts The total flavonoid content (TFC) of the concentrated crude extract of three samples with different extraction conditions were determined according to the procedures described by Thoo et al. with slight modifications (Thoo et al., 2010). Concentrated crude extract was diluted for 15 times. Thus, 1 mL of diluted crude extract was mixed with 5 mL of deionized water and 0.3 mL 5% sodium nitrite in a 15 mL aluminum foil-wrapped test tube. After 12 minutes, 0.6 mL 10% aluminum chloride hexahydrate was added into the test tube. In the next 10 minutes, 2 mL of 1M sodium hydroxide solution and 1.1 mL were added to the mixture. Thus, test tube was shaken to mix the diluted sample with the reagents for 10 seconds. A blank was prepared by replacing diluted crude extract with 1 mL of deionized water. The absorbance was measured immediately at 510 nm by using UV-Vis light spectrometer (Perkin Elmer). Besides, the 1 mM quercetin stock solution was prepared as well. 30.22 mg of quercetin was accura tely weighed and transferred into 100 mL conical flask. Thus, the deionized water was added into the conical flask until the volume of 100 mL was reached. The 1 mM quercetin stock solution was further diluted to 0.1, 0.2, 0.4, 0.6, 0.8 mM quercetin standard solutions. The total flavonoid content of diluted crude extract was determined and calculated based on quercetin calibration curve and expressed as quecertin equivalents (QEs) in milligram per g dry weight (mg QE/ g DW).). The TFC test was repeated with the concentrated crude extract with different solvent extraction conditions. 3.7  Determination of Antioxidant Activity 3.7.12,2-diphenyl-1-picrylhydrazyl (DPPH) Free RadicalScavenging Assay The antioxidant capacity of crude extracts were measured by the DPPH assay based on the method which were carried out by Asadujjamanet al. and Tay et al. with slight modification (Asadujjamanet al., 2013; Tay et al., 2014). The 0.1 mL concentrated crude extract was added with 3.9 mL 0.004% ethanolic DPPH solution in an aluminium-wrapped test tube. A parafilm was immediately used to cover the opening of test tube. Thus, the test tube was allowed to stand in dark room at room temperature for 30 minutes. The absorbance of DPPH solution was determined against a deionized water blank a 517 nm by using the UV-Vis spectrometer (Perkin Elmer Lambda 25). 0.1 mL of the crude extract was replaced by extract solvent in the preparing of negative control. Absorbance measurements of the crude extracts and negative control was carried out in triplicate. The result was expressed as a percentage of DPPH radical scavenging activity.The following formula (Equation 3.2) was used to calculate the DPPH rad ical scavenging activity of crude extract. 1 − Ãâ€" 100%= DPPH radical scavenging activityEquation 3.2 Where, As= absorbance of crude extract Ac = Absorbance of control 3.7.2Ferric Reducing Antioxidant Power (FRAP) Assay The FRAP assay was carried out according to procedures described by Kamonwannasitet al. with slight modification (Kamonwannasitet al., 2013).The FRAP reagent was made of 0.01 M TPTZ (2,4,6-tripyridyl-striazine) in 0.04 M HCl, 0.02 M FeCl3, and 0.03M acetate buffer (pH 3.6) in a ratio of 1:1:10(v/v/v). 0.03M acetate buffer (pH3.6) was prepared by mixing 46.3 mL of 0.2M acetic acid and 3.7 mL 0.2 M sodium acetate 0.5 mL together. Thus, the deionized water was added into mixture to make up the volume to 100mL. Then, 0.5g of the sample was added to 15 ml of FRAP reagent which was prepared in situ and warmed until 37 °C before it was being used. The absorbance was measured at 593 nm by using an UV-Vis spectrophotometer (Perkin Elmer) after the solution was incubated for 5 minutes. Besides, 1 mM FeSO4stock solution was prepared as well. 0.278g of FeSO4 were dissolved into 1 L of deionized water. Thus, 1 mM FeSO4stock solution was diluted into 0.1, 0.2, 0.4, 0.6, 0.8 mM FeSO4 standard sol ution. A standard calibration curve was constructed by using different concentration of FeSO4 solution. The results were expressed as ÃŽ ¼mol Fe2+/mg dry weight of plant material. All measurements were carried out in triplicate and the mean values were calculated. 3.8  Statistical analysis The experimental results in this study were calculated and analyzed by using the IBM software (SPSS Statistics version 21). All values were expressed as the mean  ± standard deviation (SD) of triplicate measurements of replicate extraction. Simple correlation was used to determine the relationship between total amount of flavonoids in the crude extracts and their antioxidant capacities.