Principles Underpinning the Role of the Practitioner Essay

The principles underpinning the role of the practitioner working with children Section 1 – Maintaining professional relationships in the multi-professional team E1: Describe the responsibility of the practitioner in professional relationships: â€Å"Professional,† means engaging in a given activity as a source of livelihood. It also means being an expert and having or showing great skill. Practitioners are more likely to develop good relationships with colleagues and children if they are able to demonstrate professional standards. â€Å"Professional practice is the skills that will be required of you to develop in order to work effectively with children. These include understanding your role and responsibilities, the ability to establish and maintain good relationships with children and colleagues, and communication skills.† (Tassoni P, 2007:10) Being reliable means that staff and children begin to rely on you, for example practitioners may plan activities or mee tings and expect you to be there to assist or supervise children. Reliable means doing what is expected of you and this can include working as a team helping each other and being on time and honest. It can also include being hard working and consistent as this shows your enthusiasm towards the job role. It is important to be reliable because children can get attached to you and start counting on you to be there. Punctuality is crucial in all jobs but especially when supervising children. It is important to be on time consistently which shows you are dedicated to your job. A good example of this is a parent may not be able to leave for work until you arrive in the setting, or a setting may not be able to open if the right ratio of staff is present. Flexibility is essential as practitioners should have the ability to meet new ideas and initiatives with openness. They should be able to adapt to different teachers approaches and be flexible about the hours that they work or tasks that are given to them. For example, a practitioner can help with a Year 3 display if they are always working with reception. This shows that they can be helpful as well as outgoing. Being a good listener is highly important when being a practitioner. Using eye contact and lowering yourself down to the child’s level will make them feel as if you are talking to them and not at them which will not intimidate them. Practitioners should be supportive and non-judgmental. Good examples include repeating back what the child has said to show you are listening, commenting and asking further questions using body language; practitioners should not interrupt or change the subject. â€Å"You need to show children and young people that you are interested in what they have to say. By looking (not staring) at a child or young person, you show them that they have your full attention. Sometimes, during a conversation, they may look away or down and this may be a sign that what they are about to say may be uncomfortable or difficult for them.† (Tassoni P, 2007:139) (356 words) E3: Explain the value of a multi-professional approach when working with children and parents: Multi-professional working requires people from different professions and agencies to work together towards meeting the needs of the child. There are a very large number of organisations that support children and their families that may be involved in multi-agency working. In order to work effectively with other agencies, it is important to have an understanding of what they do and how they support one another. â€Å"†¦professionals can share knowledge about the family’s needs with each other so that parents do not have to be asked the dame questions over and over again. It also means that professionals are aware of each other’s role in supporting the family and so conflicting advice or timings of appointments can be minimised.† (Tassoni P, 2007:11) The benefits of a multi-professional approach include ensuring that children get extra support for example a learning mentor or speech therapist. The child is safer when they are looked after by a team of professionals because they can share all their concerns and expertise to support the child. This approach also boosts children’s confidence within the setting and promotes a holistic approach. It increases independence because children are given strategies from a variety of professionals who want the best outcome for the child. The value of a multi-professional approach ensures that the 5 outcomes of Every Child Matters (stay safe, be healthy, enjoy and achieve, make a positive contribution and achieve economic wellbeing) are being met because everyone is working together to share information and skills. This information will minimise the risk of error or neglect of the child. The fact that many professionals are involved means that judgements made about children are informed, thorough and objective. For example if a child is frustrated and has a low concentration span, this can then be analysed by a educational psychologist and further action can be taken from then. A multi-professional approach also supports parents. For example a dietician can advise parents on the recommended intake for their child (5 a day). If a child is diabetic, they can help to design a healthy food plan to help the child manage their glucose levels. He/she can also link the child’s diet with sports activities and advise parents on the benefits. â€Å"There are many benefits for children and families when this type of approach is used as support, advice and childcare can be tailored to ensure some continuity. In practice, this may mean that parents may be able to leave their children in a nursery while in the same building or nearby they attend a parenting class or take a younger baby to the health clinic.† (Tassoni P, 2007:11) (314 words) Section 2 – Developing reflective practice E4: Describe the benefits of developing reflective practice within the setting: Reflective practice is paying crucial attention to the practical values and theories which inform everyday actions, by examining practice reflectively and positively. Reflective practice can also mean understanding knowledge of something positively. One of the benefits of reflective practice is allowing schools to develop self awareness, a critical skill in order for a setting to thrive and move forward. For example, if practitioners are only aware of school policies and not current legislations, children are at risk and practitioners are not doing the best they can to further their knowledge. â€Å"An important part of the reflective cycle is how you review your practice. It is important that the process of reflection is viewed as positive process, rather than problems being seen as barriers to success.† (Tassoni P, 2007:229) Practitioners need to be aware of current legislations in order to follow them to improve their setting and be aware of fresh initiatives, for example considering children’s opinions which will make them feel valued and confident to learn. Lessons will be interesting and children are less likely to lose concentration. Reflective practice creates and effective staff team as observations are carried out to improve on expert advice. There are opportunities for personal and professional development and job satisfaction. This benefits children because activities and practice is evaluated to meet the children’s needs and support learning. It also benefits the setting as there is higher quality provision because weaknesses, strengths, activities and resources are addressed which ultimately is of benefit to the children. Lastly, reflective practice improves the reputation of the setting because it could lead to a higher Ofsted report. A good reputation benefits the practice because parents have confidence in the setting and this motivates their children to learn. Children will feel the urge to come to school and work hard, therefore resulting in higher grades and children achieving more which will maintain the good reputation of the setting. (280 words) D1: Explain the importance of reflective practice for improving your own performance: As a practitioner, reflective practice is extremely important as you can look back on a situation and make improvements. You can also check to see if you are following the correct procedures. This allows the practitioner to grow and reach higher potential, in other words make continuous progression when reviewing situations. Reflective practice benefits the practitioner because he/she can validate and challenge existing approaches and methods of working. Reflective practice would help me to find out my strengths and weaknesses and to adapt into new situations that may occur. For example, when handling a situation where a new member of staff joins the team, reflective practice would help me to find out if I have helped them to settle in, in order to build a good relationship. I would have to think back and ask myself if I briefed them about what to do in the setting. This would help improve relationships with children and staff. Reflective practice would also help me to identify my training needs. For example, if a child had got lost on a school trip, I would have to think about if I followed the correct procedures or if I need to further my knowledge in safeguarding to build up my own learning, performance, confidence and job satisfaction. Reflective practice keeps me up to date with trends and initiatives, which are good for job promotions and job interviews. For example, if activities are repetitive or uninteresting, being reflective would encourage me to research and find out about new trends to keep the class intrigued and provide stimulating activities. Furthermore, reflective practice shows a commitment to wanting to do my best and reach my full potential. It is important that I reflect back on how I carried out a job and how I can do better, resulting in becoming more aware of what I am doing and how to become a better practitioner. â€Å"Through self-reflection, it becomes possible to think about how to repeat something that has worked well or how to improve ready for next time. Through reflect it is also possible to improve your interpersonal skills. For example, you might think about how you responded or communicated in a situation and then be able to consider ways in which you might have been more effective.† (Tassoni P, 2007:349) D2 Discuss two strategies for improving your own learning and performance Two areas, in which I would like to improve my own learning and performance are using my own initiative and working as a team. I can achieve these goals by using two strategies which are SMART targets and peer observation. â€Å"†¦it is important that any goals you set are SMART.† (Tassoni P, 2007:231) SMART targets are Specific, Measurable, Achievable, Realistic and Time scaled. Using this strategy will allow me to draw up an action plan. The problem I tried to solve was maintaining a child’s attention throughout the required session time. Whilst I was carrying out work experience, I was allocated a maths group on a regular basis to try aid their learning and improving their mathematical abilities. The problem I encountered with this was trying to keep their attention so that I could communicate with them and so the tasks could be completed effectively. One of the children had been identified as having ADHD and therefore had particular difficulties in maintaining concentration and was often distracted. Other factors which affected this problem were distractions in the classroom and the complexity of the tasks that had to be carried out. I have decided that my own observations about how effective the solution was and how much work the children successfully did as week as well as the response I received from them. I decided to research into the effects of ADHD particularly children in a school environment and used various information sources (this will be attached as evidence). I decided on three options that I thought had realistic chance of success. The first was to arrange the classroom to minimise distractions for the child with ADHD and also those with difficulty concentrating, the advantages of doing this would be this would lower the disruption methods, however there are some disadvantages for example it may cause unnecessary d isruption to other pupils. The second solution that I considered was to include a variety of activities in each lesson by alternating physical and sitting down activities that appeal to different learning styles and would require careful and detailed planning to accommodate all three learning styles and each activity would need to be adapted to the requirements of each individual. Ensuring the classroom rules are kept clear rules are kept clear and simple and having a set discipline routine. If there continued or excessive misbehaviour and send them to my supervisor. Some of the advantages of this solution were that it would ensure that children are clearly understand the rules and repetition of the discipline system would emphasise the rules and therefore the children would begin pick up on them. However the disadvantages were that disciplining those with children with behavioural problems may have a negative effect and the discipline may seem harsh and could cause more problems. From the three solutions I have chosen to implement in my time during work experience is the second solution as I think this could be an effective method at maintaining a child’s concentration particularly a child with ADHD I have chosen to implement is solution 2 and this means I have to ensure that the teacher will have to be consulted and she will then provide the outline of the tasks to be carried out with the maths group. The teacher I was working with included different activities within the lessons such as discussions, quizzes, videos, drawing and some movement with the activities. I have decided to check if the problem had been solved using my own observations and to a certain extent the problem was solved and saw a gradual increase in their concentration levels and motivation to learn however it was difficult to implement the solution with limited time and resources. When working with the child with ADHD he was often distracted by other people around him and also other pupils found it difficult maintaining their concentration levels therefore it may have been effective to incorporate all three solutions together as this would have created a better and more stable working environment for all the pupils and would have benefitted their learning. It would have set out a clear and systematic discipline routine whilst maximising the use of different activities to achieve the child’s potential. â€Å"Peer observation is an effective way of gaining feedback about your practice with children.† (Tassoni P, 2007:230) Peer observation can improve my own learning and performance as it will enable a colleague to focus on my strengths and weaknesses when I am working with children. It is important that peer observations are objective and detailed, providing an opportunity to celebrate and recognise the things that I do well. This will improve my ability to work as a team by communicating and receiving positive feedback about my performance. This can be in meetings, or between me and my supervisor. If feedback is given to me in a positive way, this will improve my performance as I will feel confident, as well as being able to gain information that will help me reflect upon my own practice. â€Å"It can be difficult not to be defensive and take feedback personally, but if you focus on improving your own performance this will become easier with time.† (Tassoni P, 2007:231) Section 3 – The principles underpinning the role of the practitioner E5: Summarise the main principles that underpin work with children There are many main principles that underpin work with children. Some of these include the following: The welfare of the child is paramount. This is stated by the Children’s Act 1989 and links in with the EYFS. This means the wellbeing of the child is the first and most important aspect of practitioners’ work. A child should always be valued and practitioners should ensure the child is safe and happy to protect them from abuse, harm and neglect. Celebrating diversity and individuality are also important. This means that children are individuals in their own right and need to be listened to and respected. Their cultural needs need to be met, for example, children should opt to celebrate their own or other cultural festivals such as Diwali, instead of just Christmas. Equal opportunities and inclusive practice are actively promoted. This is about recognising and celebrating difference and not about treating everyone the same, for example, setting up an activity that everyone can do regardless of their skin colour or race. Confidentiality is respected at all times except when child protection is an issue. All practitioners have a responsibility to maintain confidentiality at all times. This means that any information passed to the practitioner should only be passed on, on a need to know basis. (214 words) C1: Analyse how the main principles that underpin work with children can support the practitioner’s practice in the setting: Knowing the importance of the main principles that underpin work with children means that the practitioner can set out creating an appropriate environment. This means the environment is safe, healthy and enjoyable as the welfare of the child is paramount. The practitioner should act upon this principle by making the child their first priority. They should carry out daily risk assessments and follow policies and procedures to ensure this happens. Practitioners should act upon the EYFS because Every Child Matters. For example, practitioners can promote healthy eating (snack time) for being healthy, and when carrying out activities, all children should participate and enjoy what they are doing. Activities should be carried out to meet all children’s needs and practitioners should maintain commitment to children’s emotional wellbeing. Practitioners should also make sure children’s health and wellbeing is being actively promoted. They can do this by making sure children have pastoral care which includes health, social and moral education, behaviour management and emotional support of children. Practitioners need to act upon this by educating children about healthy eating, for example promoting healthy eating posters around school and encouraging parents to take part in cookery lessons, as well as encouraging their child to eat healthily at home and encouraging parents to provide healthy meals. It is important for children to also have good amounts of physical/outdoor play and exercise. Practitioners should make sure individuality; inclusive practice and diversity are celebrated. They can do this by getting parents involved. An example can involve having an international day where children can bring in food from their countries and dress according to their culture. This links in with Knowledge and Understanding of the World (KUW), from the EYFS six areas of learning. â€Å"Recognising diversity is about understanding that children come from a variety of backgrounds and family structures, and that this is reflected in many ways including the languages they speak their culture, beliefs and even care needs. While the core needs of children are the same (love, affection, stimulation and physical care), recognising diversity means responding positively to the differences and valuing all people, not just the children and families you feel closest to.† (Tassoni P, 2007:7) An example of inclusive practice is for example having reasonable adjustments such as a wide range of visual aids for children with learning disabilities. Equal opportunities and anti-discriminatory practice are actively promoted. Practitioners should make sure of this by mixing boys and girls together. For example, girls should play football with boys, or boys should paint with girls. Practitioners should avoid stereotyping by valuing process and not just the end product, for example, valuing a child for trying their best with a drawing, even though it may not be the best drawing within the class. Persona dolls should also be used for anti-bullying practice to show everyone is different. Some people may be disabled or have a different skin colour. Confidentiality is respected at all times except when child protection is an issue. Practitioners should ensure records are stored away safely and are only accessible to whom it may concern, for example the child’s parents or key worker. They should keep information on a need to know basis and respect the child as an individual. Parents should be informed about who the information is being shared with. (476 words) E6: Explain the importance of valuing children’s interests and experiences: There are many reasons why valuing a child’s interests and experiences are important. The first one being, the interests of a child should always come first and activities should be based upon the child’s interests. This is because if children enjoy the activity, they will do well and can achieve their full potential. It will be meaningful and this allows children to develop their confidence and self-esteem. A good example of this is when doing maths; children could learn to count using something that interests them for example cars, cubes, pencils and so on. â€Å"A child centred practice should be maintained throughout the child’s education. It is all about keeping the interests and wellbeing of children and young adults as the main focus of the practice used.† (Bruce and Meggitt, 2007). This approach promotes the child to give freedom to think, experience, question and search for answers. Children learn easily and retain information more effectively because they are participating in decisions about their learning and are able to develop to their full potential. It is stimulating for both the practitioner and child, and research shows children respond better and concentrate longer when they are engaged in something which interests them. The Early Years is based on this principle with a heavily play based and child centred curriculum. By involving children and showing them respect for their ideas and capabilities, will help them grow in confidence and self-esteem. This will also help to build a positive relationship with practitioners, for example, using a child’s idea in practitioners planning. Practitioners should include all children in activities and put all work up on display to make them feel valued. They should give the children free choice of activities, in other words let them do what interests them. It is important that practitioners should feedback to parents about their child’s interests and if possible, find out about what the child’s interests were in previous settings.

Chinese Typography Study

Typography in Publication Design Chinese Typography Study Training for cultural awareness and sustainability Choi Chi Kit Jackson, Hong Kong Design Institute, Hong Kong, [email  protected] edu. uk Monica Chiu, Hong Kong Design Institute, Hong Kong, [email  protected] edu. hk Sylvia To, Hong Kong Design Institute, Hong Kong, [email  protected] edu. hk Abstract: This paper aims to present the unique quality of Chinese letterforms & characters, and to discuss our approach of teaching Chinese typography as a tool of nurturing cultural awareness and sustainability.Through in-depth research of traditional literature, study the philosophy from past, examine the visual symbols and tangible artifacts in the surrounding at present-day to enable students’ to translate and transform the materials into experimental typographic designs for modern communication. We believed that this is a good method for our future creative talents to engage with traditional value and essence sustainab ility through typography design practice. Key words: cultural awareness, Chinese aesthetics, letterform appreciation, iconic architectural elements, pictogram, philosophy, cultural identity . Introduction Movable types have contributed a major way of communication since the invention of printing. Today, the existence of digital media has drove typography design to a formulaic nature. For Chinese typography, the unique human philosophy contained in writing system enriched our life and soul since it’s developed by ancestors and scholars. However, the reliance of digital media made this distinctive philosophy being disregarded by many design students in Hong Kong.Since ancient time, human civilization reflected and recorded cognition towards their living environment by direct imitation to produce imagery or drawings, for example cave paintings, monumental carving and primitive written symbols. However the direct copying of objects and forms had its limitation when it came to abs tract association of ideologies. During civilization development, languages were formulated and gradually migrated into two different streams: one headed to the direction replacing pictographs with phonetic system all together.Pictographs were soon replaced by alphabets; which the meaning of words were constructed by combinations of different sound, later developed into language system with enormous amount of words. Another different direction was extension from pictograph with phonetic component and the additional association from pictographs. The former was well adopted by western world to become roman alphabets whereas the latter was Chinese characters for Chinese culture. AaBbCcDdEeFfGg Chinese typography constituted a major way of communication for literature and culture sustain.Unlike roman alphabets, the meaning of Chinese characters comes with the unique combination of ancestor’s artifacts, activities, space and sounds in daily life. Even though the representation of Chinese letterforms changed according to human civilization, this unique way of writing system ( Kanzi) still transmit in today’s Chinese characters since oracle bone script been found. Horse ? Herd ? Despite the changes and amendment made along the rise and fall of dynasties, Chinese written language is basically retained with the same ancient artifacts and literature and still in used today.In some sense, we are communicating with our ancestors. ? In this paper we discuss the nature and characteristics of Chinese writing system with the approach of training aims to revitalize this cultural philosophy on contemporary Chinese typography. 2. Design Principles of Chinese Character 2. 1 Traditional Chinese culture in modern design context Chinese arts and crafts development reached its peak as early as Han Dynasty (206 B. C. – 8 A. D. ). Lots of documents have been found such as the Kaogong ji (1) that llustrated and stated rules and dimensions for architecture and deco rative ornaments. These information was however more inclined to the technical aspects of construction and production rather than the design principles and thinking in a modern context. Pages extract from Kaogong ji The closest attempt to design theory and thinking seems to be embedded in the deepest roots of Chinese culture when our ancestors tried to create the primitive form of communication, the Chinese letterforms. This can be trace in the six categories of Chinese Characters, the ‘liushu ’. 2. Generation of Chinese characters Chinese characters evolved basically from pictographs that represent objects, actions, events and sounds since 5000BC. This is distinctive from roman alphabets which the meaning of words comes from a combination of alphabets but not from one single alphabet. Every Chinese character has its own meaning, or even more than one. Various types of character were first classified systematically in Han Dynasty, around 100 AD by the Chinese linguist Xu Shen , whose etymological dictionary ‘Explaining Simple and Analyzing Compound Characters, Shuowen Jiezi, divides the script into six categories, the ‘liushu’. 1. Pictographs ( xiangxingzi) 2. Pictophonetic compounds ( , Xingshengzi) 3. Indicative Characters / Ideograph ( , zh shizi) 4. Associative Characters / Logical aggregates ( , Huiyizi) 5. Associate Transformation ( , Zhu nzhuzi) 6. Borrowing ( , Ji jiezi) We have approximately over 60,000 Chinese characters. Although some strokes were simplified or lost occasionally in the past, Chinese characters are basically is in its stable structure since Qin Dynasty. (2)The 6 categories of Chinese Character (‘liushu’) mention here is an extreme important knowledge for Chinese for maximizing our communication possibility, to serve as guideline for new letterform creation in coherent logic; this can be discussed as similar as western design principles. 3. Chinese Typography Training Today, we are const antly bombarded by excessive visual excitement and information. In the process of coding and decoding visual message, if the origin of Chinese letterform can be well preserved, one can reveal the purest form of visual dialogue for our next generation. Communication depends on common principles -assumptions and meanings, purpose and values – but common meanings can be established only by communication and agreement† (Richard McKeon, 1998). 3. 1 The consequence of traditional and modern Chinese characters Although the unique combination of symbolic marks still exists in modern Chinese letterform, a major problem is modern fonts design concentrate very much on modification of geometrical shapes to relatively simple structure for the needs of digital media.Hence, we see the large gap between the combination of symbolic marks and cultural meanings obtained within. In order to sustain the unique literate and cultural traditions, we believe the co-existing of symbolic marks an d geometrical structure should not be overlooked. Pictogram Oracle Bone script Bronze script Seal script Clerical script Regular script Cursive script Movable type Digital font ? ? Same as many western typography design, our practical guide to Chinese typography training is a combination of origin and new, involved literature review and experimental workshops.Along with our four years coaching experience gone through with the application and interpretation of philosophical notion of Chinese calligraphy emerged with theoretical, aesthetic and contextual approaches. Time Space Social Artefacts ? Literature Cultural People 3. 2 Cultural sustainability Chinese letterform composed of symbolic marks for linguistic and visual communication. It is a significant medium to connect Chinese culture and social ideologies. In this regard, we obtain Chinese typography as perfect channel to facilitate student's creativity as well as literature and cultural knowledge.Literature Review Exper imental Workshops Design for cultural awareness and sustainability. 3. 3 Teaching and learning strategy Our training method consist two main stages: 3. 3. 1 Literature review It is our essential stage to buildup theoretical and methodological brought from ancient Chinese intellects, a practical based training leading students to translate and transform the Chinese calligraphy philosophy into new visual dimensions. 3. 3. 2 Experimental workshops Another approach to learn typography is to forget about typography.By employing experimental graphic treatments, materials and imagery, we hope to further enhanced audience’s emotional and spiritual responds in reading. Through serious of experimental workshops, we facilitate students to explore and experiment new visual codes. Through our practice-based research project fused with theory and medium in all kinds, we established new aesthetic perspective and approach that manifests the fusion of cultural and functional qualities for con temporary Chinese typography design.Eventually, increase the awareness of cultural sustainability. Literature review Experimental workshops Learning process Origin ? Translate ? Transform + Learning process Explore ? Experiment To demonstrate the idea how we embrace literature and cultural knowledge as well as facilitating students’ Chinese typography creativity, our learning contents and work examples will be further discussed. Student’s examples will be show to demonstrate our academic achievements including the awarded projects in national competition. 3. Learning Contents 3. 4. 1 Fundamental Principles of Chinese Letterform Chinese calligraphy is an expression of innermost spirit of one’s well-being. Calligraphy appreciation enriches viewers experience through acknowledge of one's expressive strokes, shapes and structure. In the past, painter and calligraphers has a common practice to developed skills begun by imitating works from great masters. The exercise shown here was intended to revisit, rethink and embrace the very fundamental principles of Chinese writing system.By respecting the origin to establish new forms, and be free to give personality to that form. Exercise: Calligraphy in practice Knowledge: principles of writing order, 8 strokes theory, 34 grid systems, origin of Chinese calligraphy, personality, express, control. Technique: structure, strokes, form, shapes, and grid. Learning process: Origin 3. 4. 2 Letterform and Chinese Philosophy Chinese Yin-yang philosophy used to describe how polar opposites or seemingly contrary forces are interconnected and interdependent in the natural world, and how they give rise to each other in turn.The Yin-yang concept is not opposing force, but complementary opposites that interact within a greater whole, as part of a dynamic system of equilibrium. Chinese typography consists of Yin-yang philosophy within. Elements of each letterform are in placed within a grid system of 34 different for mats. Everything is organized in a right position of perfect balance. Yin-yan Examples of Chinese letterform ? ? ? ? ? Symmetrical Balance Asymmetrical balance Stability Visible & invisible Spacing Fullness and emptiness Balance and sense of space Balance and hierarchyIn this content, students were asked to learn historical knowledge of Chinese calligraphy and principles of Chinese letterform design. Through extensive exploration and experiments to develop, translate and transform the principles into modern typography design. The training is to nurture the appreciation of aesthetic quality of Chinese letterform. 3. 4. 3 Simplified type strokes and forms Although there are straight structure and format for standard characters, designers still have flexibility during actually implementation of Chinese characters (Junior school teachers may disagree with this).Since Chinese characters are the graphic representation of what we see in real world, there is no absolute right or wrong compo sition of letterform. In fact the development of script has reflect this flexibility: pictographs > metal script>seal script >clerical script >regular script, not to mention the drastic change from Traditional Chinese to Simplified. Letter strokes and composition are continuously morphing and altering over time. Historically, it is a visual game which artists play around with the forms and strokes for visual interest such as , , . Today, these hrases are still in use in our ordinary life such as paper cut, red banners for blessing; embroidery, furniture and architecture for decoration†¦ So, almost every character has its own meaning or a story to tell. The following examples demonstrated how Chinese characters can be read as graphic forms with an intentional to remove strokes and emerge two or more forms together to become new composition. Viewers are amused by the tricks, and enjoy the process of reading and decoding the design. And we believed that this can be a good appeti zer for students to start off the feast of Chinese Typography.For this content, students were asked to play with their own Chinese names by simplifying strokes and forms. They may find it confusing in the beginning but soon discover the fun of â€Å"being wrong†. Strokes were removed deliberately but the principle is that the characters could still be read and be understood. The process includes reduce strokes ? add weight ? use counter space ? align grid ? create style. The experimental exercises show below demonstrated how students examine the equilibrium philosophy with strokes from Chinese name.Through practicing the principles as first step, several techniques were employed (Diagram 1-5). Next, students were asked to come up with a suitable idiom or phase that can well express the visual quality from previous design, finally translate and transform the visual approach and ordinary letterform to new image structure (Diagram 6). Exercise: Type structure Knowledge: structur e, strokes, grid, form, shapes, space, yin-yang philosophy. Technique: eliminate elements, graphic treatment, Visible & invisible space, positive & negative association, counter space, form and deform, distortion, grouping, illusion, positive and negative space, fullness and emptiness, visual balance in strokes, counter-space, the subtle interchangeable black and white marks Learning process: Origin > Translate > Transform 3. 4. 4 Characteristics from materials Chinese characters are pictogram compose with symbolic marks of artifacts to become the foundation of our culture, however people today are often ignore the beauty and stories behind. The beauty of such simple geometrical form revealed the culture, activities, space, sound or motion of daily life at the time.Each letterform build within a grid contained a story, a connotation or more. If Chinese characters are originally invented by our ancestor with an instinct to be survive, why can’t we create typography from ignor ing everything about typography? Psychologists suggested that human being is capable of internally organizing and representing aspects of his environment, and this representation or map is subject to continuous change and revision. Each time this cognitive map is changed or reinforced that can be said to have ‘learned’. (Kerry J.McGarry, 1981). Our following exercise requires students to examine the properties of various materials and explore the possibility to create Chinese characters which convey message in both visual and language. Through the assignments, students were asked to keep repeat testing by manipulating materials. Our workshop for this particular topic consists of two stages: 1. 2. By playing with physical materials to examine and explore the possible appearances or performance Observe to discover the human physiological reaction against the experimental workSoftness within hardness explores the physical property of bamboo stick Cloth ? , surround ? , pe netrate ? , stand ? , Rise ? , transparent ? , roll ? The above works demonstrated our process to obtain human physiological reaction through materials. The collected information and experiments such as textual elements or visual appearance will be transformed and developed into typography that can convey a message with physiological response. Exercise: Play with materials Experiments: materials, texture, objects, etc.Techniques: flat laying, top-up, layering, reduce/destroy, add on or attach, transparent, marks or scare, positive & negative space, lighting & shadow, 2D or 3D, physical & chemical reaction, interaction, alternation, etc. Learning process: Explore > Experiment 3. 4. 5 Artefacts This is another experimental workshop attempted to challenge the functional aspect of letterforms. If Chinese characters concealed imagery of artefacts for functional communication for humane society, we doubted if this communication still serve effectively? Would this be a communication gap be tween ancient time and modern world?Can this problem be fixed by rediscovering the elements consisted in our present time? In this exercise, students were asked to discover their own letterform story through image capture. Students were asked to capture the expressive cultural artefacts or physical environment, with those elements found from existing place and time, a contemporary letterform is possibly formulated. Exercise: Type finding Exploration: cultural artifacts, icon, architecture, humanity, society. Technique: photography, discover, observation. Learning process: Explore > Experiment 4. Type design inspired by ‘liushu’ 4. 1.Pictographic Characters ( xiangxingzi): Strokes and structure VS iconic elements and symbols Pictograph, also known as pictogram to conveys its meaning through pictorial illustration of a physical object. The forms of these Chinese characters can be linked and associated directly to the physical objects such as Horse, Fish, Sun and Moon ( ). As highly simplified graphic representation of objects, motion and stories, a scene of drama all frozen into a still frame, all these dialogue, props, lights and textures are condensed into graphic strokes. The beauty of culture is locked into the visual codes of each letterform.When we believe that Chinese characters are frozen images of drama/stories, the best way to unfreeze them is by placing them back to the physical/material world. There has no necessity to create additional visual elements if they are already out there in the real world. Perhaps all we have to do is to re-discover them again. In this exercise, students were asked to create their typeface through captured image of iconic structures and cultural artifacts of architecture, temples, street scenes, Chinese restaurant, local tea shops, road signs, ritual materials, and any thing relates to our heritage and culture.Students will then ask to identify the patterns and images until the basic visual elements can be rev ealed. A new letterform will be formulated and developed with those elements they found. Students were also encourage to study the pictorial origins and stories of Chinese characters, experiment to decode all underlining meanings, almost like an archaeologist interpreting the prehistoric world of life with unearthed fossils. (Left to Right) Light ? , Hole ? , Bamboo Scaffolding Light ? : It depicted the simplest form of light beam that created the strokes radiated from the center point.Hole ? : There had no stroke in the word. The form was generated with layers of corrugated boards that created the depth of a hole. Bamboo Scaffolding : The student studied thoroughly the materials and structure that construct the unique characteristics of the bamboo scaffolding. All elements were reduced to their basic forms such as the bamboo sticks, tiding strings, broken pieces, dirt and objects around the building site. Viewers could associate the visual structure of the typeface with the conte xt of the design immediately. Left) visual elements (Right) Temple Temple : The student took a lot of photos at an old temple to grasp the detail of the ancient architectural style of Chinese buildings such as censer, stone carving lion and pagodas that reflected not only the life style of ordinary people, but also their religious beliefs. With these unique visual elements, student was able to formulate the letterform of primitive, simplicity of rich textural quality typography. 4. 2 Indicative Characters / Ideograph ( zh shizi) The indicative characters are used to express things that are abstract in meaning. They may be purely abstract symbols that indicate directions, or symbols will be added to pictographic characters to indicate abstract nature of matters. Examples are Chinese words indicating above, beneath, concave and convex. ( ) In this content, students will have to experiment with different materials with textual properties, conditions and mood to see how they can be co nnected to represent the meaning of Chinese characters. In the history of Chinese ainting, there is a famous saying of â€Å"One will be enlightened in inner-self if one can learn from the greater nature in one’s surrounding. † (3) It is to get rid of the computer table and go out to discover the origin and beauty of nature. (Left to Right) Trapped ? , Diffuse ? , Concave ? , look ? 4. 3 Pictophonetic compounds ( , Xingshengzi): Another category of character is a pictophonetic compound, which is to have one component to indicate the type or meaning of word, named as radical, while the other component to indicate the pronunciation of the word. ( This increases largely the possible combination of words, and nearly 90% of Chinese words used nowadays are created as pictophonetic compounds. This category can sometimes indicate the relationship between words with the same radical, and makes classification of characters very efficient. Here is an interesting student’s experimental work for lyrics design of Chinese Opera (Cantonese Opera). Traditional Chinese music notes is embedded into the lyrics characters. Music notes become the strokes of the letterform, and the length and distance between characters indicate the rhythm of the song.The design integrates the sounds with the meaning of characters, and reveals the aesthetics of traditional Chinese calligraphy. 4. 4 Associative Characters / Logical aggregates ( , Huiyizi) Pictograph is a very effective medium of communication for indicating physical objects and visual materials, but it has its own limitation when comes to abstract concepts and ideologies. Instead of switching completely phonetic system, our ancestors created flexible manipulation of the formation of letterforms so as to enrich the complexity of Chinese and allow broad dimensions of communication.To express abstract concepts, they created the associative characters that put two or more pictographic characters together to describe an action, or something abstract. ( ) For example the character â€Å"illuminate† is the combination of two pictographs of sun and moon, which are obviously the biggest illuminating objects at that time. The character ‘? ’ is the pictographs of one man after another showing the meaning of follow / by. (Left to Right) Stack ? , Wrong ? , Sun-drying of Clothes The students’ works above show the creativity of making logical aggregates through objects and letterforms.Stack ? : by piling up a stack of corrugated boards, the form and appearance of the material associate the image with the meaning of the word ‘stack’. Wrong ? : The symmetric image of the character is created by a strong contrast of ‘black & white’ colour. This also depicts the meaning of ‘right & wrong’ carried by the Chinese character. ( ) Sun drying of clothes : The design captures very common street scenery in Hong Kong where people dry their laundry ou tside public estates. The clothes form the shape of Chinese characters.Viewers can understand the meaning of the words even they do not understand the Chinese words. 5. Pictogram with Chinese Aesthetics and Chinese Philosophy Traditional Chinese intellects enrich one’s literate spirit through practicing calligraphy and painting. It is an expression of innermost beauty of one's integral soul of balanced lifestyle. Calligraphy enriches the intellectual capacity of viewers through appreciation of expressive quality of strokes, shapes and structure that extends to acknowledgement of one's well being.Chinese painters spent their life to reveal their spirit and emotion through the use of ink, washes and impressionistic brushstrokes. Both components of black and white shared the same level of importance. Realism is never their aim, and sometimes the negative space is the message. Like landscape painting, masters drew their landscape freely with changeable perspectives, and white spa ce is used to suggest distance. â€Å"The nature is an entity as ONE, and then separated into wind, rain and four seasons. The brightness and darkness, high and low, close by and far away, the peak of imitation is between alike and unlike. (Shi Tao, 1642–1718) (4) The surrealistic and impressionistic nature of Chinese arts provides a perfect laboratory for student’s exploration of Chinese typography. Below example shows how Chinese calligraphy reflects Chinese philosophy of yin-yang positive & negative, fullness & emptiness to works hand in hand with another significant art form carried from Chinese painting. Through the necessary process from studying literature and ideologies of the ancient time, he attempted to extract and translate those beliefs and principles into graphic rules and visual principles.The exercise offered students a good opportunity to test extensively if the rules and principles are versatile and applicable. (Left) Typographic poster of a Chinese poem (Right) Traditional Chinese Landscape Painting It is human instinct to gain knowledge from the past for the needs of improvement. When we learn that iushu is the traditional ways of creating meaningful and comprehensive characters, we start to think that may be we can employ similar principles to create new characters for things that do not exist in the past.Or maybe we can take advantage of the constructional nature of Chinese character to create new letterforms through imagination. For words or objects with more than one meaning, or with ambiguous meaning, they will lead to subjective interpretation. (Paul Rand, 1985) Nowadays young generation is so used to the ‘Martian language’ online which is a new language based on traditional Chinese. The principle of creating that language is amazingly similar to those developed from liushu. A good example is the borrowing of a long-term unused character ? for a helpless facial expression.Seemingly, the principle of charact er creation developed over long period of time is already embedded in our DNA and influence every move we make. In the last session, we are going to present our student’s contributions on typography design with their enthusiasm on cultural phenomenon. The essential and efficiency for adapting typography principles into contemporary of representation were successfully demonstrated. Night Street: With highly developed and sophisticated transport network in Hong Kong, paved highways and roads were built to serve the needs of busy local economy 24 hours a day.No other place would witness this unique energetic transportation, bustling bridges and highway nightlife on earth. Street lamps and vehicle lights mark the night and become the energetic strokes that reveal the scenic impression of a cosmopolitan city. (Left) Joss paper . (Right) Awful Taoist incantation Joss paper : Paper offering is a common tradition in Hong Kong during funerals, festivals and special occasions to ensu re the well being of the deceased and ancestor.Joss paper, also known as ghost money, a traditional handmade paper product, which is decorated with seals, stamps, engraved designs or other motifs. The type was created by the rich texture and quality of the ritual paper products with visual elements interacting with original strokes to unfold this cultural distinctiveness in a contemporary approach. Awful Taoist incantation : The original meaning of the phrase means poor works of calligraphy that is difficult to read and understand. The design employs the traditional symbol of incantation and combines it with new online languages used by youngster nowadays.This is a good example showing the potential of bringing new life to our tradition especially when we know that we are sharing the common language with our ancestors. (Left) Chinese Input Method (Right) Rock’N roll against the organizational system Chinese Input Method : In modern digital world, unlike using roman alphab ets, Chinese have to type in characters with different input methods (Cangjie, Pinyin, Jianyi) They are dictated by the keyboard format and the graphic form of characters, both of which are unrelated to the original meaning of the characters.This design challenges the idea by creating the letterforms with keyboard radicals, and the results are semireadable, between alike and unlike. Rock’N roll against the organizational system : All Chinese characters are the results of different composition with 8 basic strokes. This provides the possibility to decompose and recompose the strokes to generate new letterforms. This design decomposes the strokes of the words ‘organizational system’ and recomposed into ‘Rock & Roll’ in Chinese, so as to demonstrate the conflicts between the two forces. (Left) Suppression in Childhood Right) Fourth of June Suppression in Childhood : The big rectangular shape in Chinese character always conveys the meaning of trap, s urround and block. The design employs this symbol as a metaphor of suppression in childhood where all letters written by the child is surrounded and blocked, no matter they are about study, games, toys, friends, examination, dreams, and etc. Fourth of June : The design makes good use of the characteristic of Chinese characters that the combination of strokes is quite flexible and sometimes could be quite ambiguous.The words of ‘Six’ and ‘Four’ are mixed with ‘Patriotism’ and ‘Riot’ intentionally to post a question â€Å"Is 4th of June an patriotic action or a riot? † 6. Conclusion If we see typography as a powerful tool of visual communication, the unique visual quality of Chinese typography could definitely empower the creativity of designers, and enrich the communicative value of text. Typography can do a lot more than just providing a comfortable and legible platform for message delivery.By creative manipulation of Chine se character, viewers can firstly look at the visuals at textual material, and then look through the visuals to discover the underlying concepts embedded inside with the clever correlation with culture and information. It can prepare readers by setting the right context and atmosphere, and enhance the meaning and impact of message. We have described our complete approach for Chinese typography training. Our philosophy of Chinese typography training has been proven effective to facilitate heritage concept and necessary information in typography design. Image and text are the two major lements in visual communication. For Chinese typography, letterform composes both elements in an entity. With this unique communication quality, Chinese typography is a perfect medium to bridge the traditional Chinese cultural to the modern world of communication. Although it is no easy task for young generation to understand the knowledge in full, with our enthusiastic to embrace heritage and creativit y into Chinese typography, students gradually develop and grow themselves from aesthetic appreciation and eventually sustain the cultural identity for Hong Kong. Footnotes: 1. Kaogong ji sometimes translated as Book of Diverse Crafts, is a classic work on science and technology in Ancient China, compiled towards the end of the Spring and Autumn Period. 2. Being pictographs, the graphic forms of characters are good for story telling and readers can â€Å"guess† the meaning of words by simply looking into the graphic forms. However Simplified Chinese Style drastically reduced total number of characters by combining words of similar pronunciation, and simplified the letterform by removing strokes, but the characters lost the quality of storytelling because they are not longer pictographs. . , ( ) 4. , , ( , 1642–1718) References Richard McKeon (1998) Selected Writings of Richard McKeon, Vol. 1, Philosophy, Science and Culture. McKeon, Zahava K. , and William G. Swen son, eds. University of Chicago Press. Kerry J. McGarry, (1981) The Changing Context of Information: An Introductory Analysis. Clive Bingley. Paul Rand (1985) A Designer’s Art, Yale University Press.

Causes of 2008 Financial Crisis Essay Example | Topics and Well Written Essays - 1000 words

Causes of 2008 Financial Crisis - Essay Example Ohanian (2010) explains the cause to be due to the fall in the value of asset-based securities and a let-down by financial institutions. There were reduced intermediary services in finance that had a connection to the rise in interest rates (Ohanian, 2010, p. 55). First, banks produced too much currency in the economy. Normally, if banks give out loans, there is the creation of new money in the economy. As Eakins and Mishkin (2012) confer, banks made too many loans, creating huge sums of money. By 2008, the amount of money in the economy had doubled compared to the amount seven years prior. As a result of this, huge sums of money were remitted to the public, especially the mortgage sector. Despatch of large amounts of loans happened, without consideration of the credit histories of the lenders.After creating a huge amount of currency in the economy, house prices went up since large quantities of money ended up in the property market. Arnold (2012) connotes that financial institutions largely used the currency created between 2001 and 2007 to finance the residential property. Thirty-one percent of it was loaned to the mortgage sector, 20% to profit-making real estates, while 32% went to monetary divisions. While 8% went to businesses external to financial segments, another 8% was given as personal loans (Arnold, 2012, p. 23). The above statistic shows that much of the money in the banks went to the mortgage and housing investors compared to other institutions.

Domestic Influences in the Greek and Roman Theaters Essay

Domestic Influences in the Greek and Roman Theaters - Essay Example The Greek and Roman civilizations, which are perhaps two with the most abundant reference resources having extensively recorded their respective eras, do manifest this observation, if, at least, in their literary works alone. Even as both Mediterranean civilizations have expanded the influence of their clout and power, notably the Romans who spread out east to as far as India, the influence of domestic affairs and interests in the Greek and Roman person is evident even in the higher echelons of society and governments. Following is a Greek tragedy and a Roman comedy that very well typify the works of that classical era. From these two classical works, we shall survey influences in the plot, the characters, and the themes that reflect domestic elements, or, better still, to even find these elements central to the stories themselves. The "Antigone is a tragedy by Sophocles written before or in 442 BC. It is chronologically the third of the three Theban plays but was written first."( Fagles, p. 35) The other two plays in the trilogy by Sophocles being Oedipus the King and Oedipus at Colonus, Antigone proceeds where Seven Against Thebes, which was written much earlier by Aeschylus, leaves off. In the Seven Against Thebes, the two sons of Oedipus, Polynices and Eteocles, find themselves at odds against each other in a civil war over succession to the throne of Thebes which their father Oedipus had to relinquish. The brothers tragically kill each other. The Antigone, this time the story of one of Oedipus' two daughters, Antigone and Ismene, sisters of the brothers who slew each other, begins with sisters Antigone and Ismene discoursing on the older Antogone's decision to bury the body of their brother Polynices despite an edict of King Creon to deny his body honorable burial as the other brother's body, that of Eteocles, be honored. Despite the punishment of death by stoning to anyone who defies the king's command, Antigone prevails over her sister's persuasions and proceeds to cover her brothers body with earth declaring, "I will do my part,-and thine, if thou wilt not,-to a brother. False to him will I never be found." Reminded by Ismene of the consequence, Antigone retorts, "Such be thy plea:-I, then, will go to heap the earth above the brother whom I love." The play proceeds where Creon seeks the support of the Theban Elders who, in the play, are represented by the chorus, particularly to back his edict regarding the disposal of Polynices' body. The Elders pledges their support. Then a Sentry enters with dread to tell the king of the news that Polynices' body had been buried. Furious, the king orders the sentry to find out who did and if he fails, he faces death himself. The Sentry leaves and, after a while, returns with Antigone in tow. Asked by the king, "And thou didst indeed dare to transgress that law" Antigone replies, "I avow it; I make no denial." Creon fumes and swears the king, in his time, will not be prevailed over by a woman thus declares, "While I live, no woman shall rule me." Then assuming that the sister, Ismene, must have had a hand in the act as well, the king summons Ismene who, by now, also tries to confess falsely that indeed she has a hand in it while in truth she did not. Demanded by Antigone to tell the truth and be spared, she answers, "But, now that ills beset

Internship Report Essay Example | Topics and Well Written Essays - 2000 words

Internship Report - Essay Example Its vision also incorporates operations in a uniform and motivating atmosphere. Its mission identifies facilitating potentials among â€Å"trade and industry sector’s capacities† and sustaining other stakeholders’ interests through effective policymaking and development of strategies to empower resource utilization towards expansion of the nation’s economy (Ministry of Commerce and Industry 1). Objectives of the organization The organization has not outlined its explicit objectives, but its scope, vision, and mission statements as well as its core values imply a number of objectives. The mission statement identifies the organization’s goal of playing a leadership role in the nation’s trade and industries. Its mission statement is more diverse and communicates a number of objectives such as to promote abilities of trade and industry in the nation and to develop and enforce policies that are suitable for economic growth. The ministry’s c ore values, however, imply objectives such as to ensure honesty in the ministry’s undertakings, to ensure transparency in its dealings, and to promote creativity and mastery (Ministry of Commerce and Industry 1). Organizational structure The ministry is organized into geographical branches that undertake its roles and responsibilities across different regions of the nation. The branches, however, operate under consultations and directives from the ministry’s head office (Ministry of Commerce and Industry 1) Reward system Salary, allowances, and benefits Reward is an important concept in organization and influences productivity. The ministry factors in psychological effects of rewards and bases salaries, remuneration and allowances on the value for people, recognition for the efforts and achievements that the people attain in the ministry and the need for employees’ active participation in the ministry’s activities with the aim of fostering and improving i ts working environment. In order to ensure this perspective, the ministry has developed an attitude under the banner, ‘compensation, performance management, communication, and career advancement.’ The ministry’s value for its human resource is evident in its rewards rates that are comparably better than at other government agencies. Offered salaries in the ministry are also based on well-defined employees’ grades with specified salary ranges. Further, the ministry recognizes its employees’ performances through a rewards system that is based on an employee’s level of success and the employee’s grade. Grading The ministry has permanent and casual employees. It has a formal structure that grades permanent employees by their academic qualifications and their work experience. Salaries scale Employees’ job grades determine their salaries and other rewards. The salaries are further reviewed, annually, to ensure consistency with the mar ket demands and salaries that are offered by other agencies. Every department in the ministry, and with consultations from other departmental heads, undertakes the review. These reviews do not immediately affect each employee’s salary but offer a basis to determining possible changes. New recruits are, however, subjected to the running and approved payment scales though departmental heads, and human resource department can hire an employee at a higher rate than the employee’s scale. Another feature of the ministry salaries is an annual review that

Managing Diversity Essay Example | Topics and Well Written Essays - 1000 words

Managing Diversity - Essay Example Sources have indicated that the practices of inequality began in the 21st century in the UK. Afterwards, they spread to other countries around the globe and have become an enormous challenge (Dickens 2007, p. 470). The literature further indicates that no country possesses equal opportunities for both genders in the work place. According to Acker, the term inequality refers to disparities in the way the powerful in a working organization exercise their authority (Acker 2006, p. 445). For example, they may make decisions, offer promotions, and provide job security in favor of some individuals. It is thus evident that such inequalities have resulted to discrimination and dissatisfaction in the workplace. Therefore, both the developing as well as the developed states has realized the necessity of managing the diversity. However, despite the support of the above by the majority, some have argued that it does not offer anything new compared with the traditional â€Å"equal opportunitiesà ¢â‚¬  (EO) policies (Dickens 2007, p. 475). There are many dimensions upon which one can address the issue of diversity that has become highly prevalent in the workplace. Sources have revealed the existence of workers from dissimilar cultures, religions, genders, sexes, and physical abilities. The diversity in the workplace has culminated into discriminations and inequality thus the need to manage it. For a long time, different countries have been championing for equal opportunities in the working environment. In facilitating the process of bringing equality to these states, they have enacted a number of policies, which govern all activities carried out in the workplace. Among the enacted policies was the EO policy, which aimed to, provide equal access to job opportunities irrespective of the procedure applied in identifying diverse social groups (Sonia 1997, p. 12). The EO policy, developed and used by employers in diverse forms of organizations, focuses on several issues. The pol icy mostly ensures adherence to the equality provisions of different organizations. According to some scholars, such policies endeavor to discourage diverse categories of discriminations present in the workplace. Additionally, the policy provides access to equal opportunities for different categories of social groups. The traditional EO policies addressed numerous varieties of equality. It aimed to create a working environment whereby respect withholds (Sonia 1997, p. 16). In addition to creating an outstanding working environment, the policy aimed to prevent, as well as to curb the escalating cases of discrimination and victimization. The equal opportunity policies also provided disciplinary proceedings for those involved in the discriminatory, as well as the harassment practices. The equal opportunity policy has been in use in places such as the UK, and the US (Sonia 1997, p. 18). Recently, the concept of diversity management heightened; therefore, need to note its difference from EO policy. As opposed to the EO policy that views people as members of different social settings, diversity management views individuals as having different needs, as well as requirements. Dissimilar individuals will interpret the phrase differently, but its most appropriate interpretation is that it integrates many policies, even those addressing the issue of equality (Barak 2010, p. 25). The process of diversity management focuses on altering an organization’s cultural, as well as their working processes. Moreover, sources have revealed that the process of managing diversity in an organization aims at enhancing an organization’s efficiency (Walsh 2007, p. 31). An organization that depicts an escalation in the discrimination and inequality occurrences fails to function effectively.

The future of Liquefied Petroleum Gas (LPG) Dissertation

The future of Liquefied Petroleum Gas (LPG) - Dissertation Example Experts suggest that the energy industry takes a step towards this, because if they concentrate on making sustainable energy resources, they could play a crucial role in conserving energy (Williams, pp. 23-25, 2002). Thus, this has become a priority amongst car builders, manufacturers, and other people responsible. They are now concentrating on creating automobiles that will be most helpful in sustaining energies. Thus, the proposed research would be one small but significant step towards these efforts. Research Statement In this regard, the researcher will endeavor on the below-mentioned research statement to fulfill the aims and objectives of the research: â€Å"To identify and analyze the future of Liquefied Petroleum Gas in the energy market globally† LITERATURE REVIEW A study conducted by Qi, Bian, Ma, Zhang & Liu (2006) found out that Liquified Petroleum Gas (LPG) is a viable option and solution to the increasing pollution in China. Widespread use of LPG would mean that the country would emit lesser pollutants and dangerous gases due to the consumption of diesel and petrol based fuels. However, the study also recommended that for ensuring LPG has a bright future, experts will have to work to reduce the effects of one major disadvantage caused by LPG, and that be of the high auto-ignition temperature. The study experiments with the effects of replacing a diesel based automobiles with LPG-Diesel blended fuels at various blended rates that are 0 percent, 10 percent, 20 percent, 30 percent and 40 percent. The effects that were under examination were related to the engine performance and exhaust emissions that revealed that the effects on engine performance did not witness any significant impact; however, with increased LPG volume, the emission of sulfur and carbon oxides did decrease dramatically. Important here to note is that these findings are not in line with the findings of various other studies which have believed that LPG use as a car fuel incre ases hydrocarbon emissions (Gilbert & Perl, pp. 74-78, 2008; Song, Hsu, & Mochida, pp. 52-58, 2000). The Indian scientists, Ahuja, Dash & Shrivastava (2011) under the umbrella of â€Å"Department of Burns, Plastic, Maxillofacial, and Microvascular Surgery† in a recent research have revealed that LPG cylinders used for cooking are much safer in Indian households as compared to other means used for cooking. Furthermore, most of the LPG related incidents, which were reported in Indian households over the past 17 months, were in majority a result of negligence and inability to take care of the instruments. The study took into account various factors such as â€Å"age, gender, religion, socioeconomic status, literacy level, type of family unit, marital status, type of dwelling unit, mode of injury and its exact mechanism, place of incident, level of cooking stove, extent of burns† (Ahuja, Dash, & Shrivastava, 2011). In addition, some of the other factors were â€Å"presenc e of features of inhalation injury, number of patients affected in a single mishap, size of Liquified Petroleum Gas cylinder used, length of hospital stay and mortality† (Ahuja, Dash, & Shrivastava, 2011). Towards, the end it concluded that it is much safer for the lower and middle class Indian households, which are using kerosene related instruments for cooking. Therefore, the provincial governments should giver subsidy on the Liquified

Internal Analysis and SWOT Analysis Essay Example | Topics and Well Written Essays - 1000 words

Internal Analysis and SWOT Analysis - Essay Example Porter came up with the Value Chain concept to explain how a firm could create value from its processes and partnerships. He divided a firm’s activities into Primary and Secondary Activities, which are respectively essential and ancillary to its business success. In this paper we will take a view of Southwest Airlines’ internal strategy and how it measures up against the competition. Physical Resources In terms of physical resources, we see that Southwest Airlines has a good number of aircraft both in its own fleet and that of the recently acquired Air Tran. Despite its low cost leadership strategy, it has concentrated on having the latest fleet of 717 and 737 MAX for passenger comfort. This shows that Southwest Airlines is committed to its goal of making the customer have a WOW experience and continue choosing it at their airline of choice. As of 31 Dec 2011, it had a total of 698 aircraft comprising 610 Boeing 737s and 88 Boeing 717s (Annual Report, 2011). Financial R esources Despite its low cost strategy, Southwest earned a profit of $178 million in 2011 and has been doing so consistently over the last 39 years. This is highly commendable in an industry that has been fraught with risk since the last decade. Fuel costs remain the major worry, as reported in the Annual Report. With its reduced fares and refund/ carry forward policy, Southwest still has an edge over other airlines (Annual Report, 2011). Amazingly, it is still investing in technology like faster reservation systems and latest aircraft to match competitors and meet customer needs. Human Resources For Southwest, its people are one of its key resources. As of 31 Dec 2011, it had in excess of 45,000 employees, including 19,000 flight personnel and 2,400 administrative staff (Annual Report, 2011). The various groups of workers are represented by at least 18 different Collective Bargaining Agents (CBAs) under different Unions. Meeting the demands of these entities and integrating Air Tra n staff into the Southwest fold from a cultural and operational standpoint is expected to be a major challenge. Technical Resources   In terms of technical resources, Southwest Airlines can look upon the experience of its staff, the use of modern aircraft and reservation systems, and the operational and logistical administration of its fleet, cargo and passengers. No less important is its ability to sync its operations, service, marketing and sales to run concurrently and efficiently (Henry, 2007). Intellectual Resources Among Southwest’s key intellectual resources are its use of the Love field for its operations and the mind and vision of its upper management including the CEO and the Board of Directors that give the airline its strategic direction for the future. Its brand name and reputation for efficient service no doubt contribute to its revenues and profits. It is currently concentrating on attracting groups of passengers that present a continuing need to be transport ed for instance, patients under acute care settings. This shows that the company is innovative and not afraid to experiment. Goodwill Considering its vast experience and time spent in this industry, Southwest is reaping the element of goodwill as can be seen from its loyal passengers. Loyalty programs with cards and air miles are common in the airline industry, but Southwest also has an advantage in its flexible ticket policies including refunds, transfers, carry forward and

Social Theories Of Development And Learning Essay

Social Theories Of Development And Learning - Essay Example Despite the great number of strategies and techniques which have been developed to assist a teacher, a today’s educator often feels frustrated because of the inability to control his/her learners and/or teach them the required material. Knowledge of classroom and behavior management is essential for having a well-structured and effective study session. The relationship based on mutual respect and understanding between a teacher and a child is the essential part of good instructional program realization. A teacher can take up various roles, but the major one would be that of an instructional leader and classroom manager. It has to be stressed that effective classroom managers are not born, but made.According to the numerous studies, dual language or dual immersion program has a number of advantages, especially if to speak about the one which is being employed from early years. Many educators who teach children within dual language program start from kindergarten. According to S oderman, the research in this area has proven a number of cognitive advantages for early exposition to second languages. Unlike unilingual children in the educational environment, bilingual children "are driven to higher levels of cognitive flexibility". Learning a second language in dual language program is different from that of regular learning a foreign language which can be found in the regular school. This program can give much more than mere acquisition of vocabulary, a set of grammar rules or practical syntax.

Exam 1 Assignment Example | Topics and Well Written Essays - 1000 words

Exam 1 - Assignment Example There are 44 questions, be sure to answer them all. MULTIPLE CHOICE (1 pt each) 1. Which of the following includes all the others? A) atom B) cell C) organism D) ecosystem 2. In science, a hypothesis must be A) testable B) a known fact C) able to be proven absolutely true D) derived from a theory 3. A chlorine atom has 17 protons, 18 neutrons, and 17 electrons. The atomic number of chlorine is A) 8 B) 17 C) 35 D) 52 4. If you place the probe of a pH meter in an unknown liquid and it reads pH 1, the liquid is A) an acid B) neutral C) a base 5. This polysaccharide forms fibers that are a major component of plant cell walls: A) glucose B) cellulose C) starch D) glycogen 6. Glycerol is a building block of A) starch B) enzymes C) vegetable oil D) DNA 7. Which of these types of molecules contain nitrogen? A) proteins B) phospholipids C) polysaccharides 8. Prokaryotic cells, with no nucleus or membranous organelles, are found in A) animals B) bacteria C) fungi D) plants 9. If the concentrat ion of glucose in the water outside of a cell is lower than the concentration inside, A) water will tend to leave the cell by osmosis B) water will tend to enter the cell by osmosis C) glucose will tend to leave the cell by osmosis D) glucose will tend to enter the cell by osmosis 10. ... Which of these does not have to be present for photosynthesis to occur? A) water B) carbon dioxide C) glucose D) chlorophyll 13. The oxygen in our atmosphere is produced by A) photosynthesis B) cellular respiration C) greenhouse effect D) volcanic eruptions 14. Yeast cells break down glucose anaerobically into A) ethanol and CO2 B) lactic acid and CO2 C) lactic acid and H2O D) ethanol and H2O 15. The net energy gain from complete cellular respiration is A) 2 ATP B) 4 ATP C) 8 ATP D) 36-38 ATP 16. Carbon dioxide is released in A) the light-dependent phase of photosynthesis B) the Calvin cycle C) glycolysis D) the Krebs cycle 17. Which of the following is not a characteristic of enzymes? A) they are proteins B) they speed up the rate of chemical reactions C) they act on specific substances called substrates D) they are used up in each reaction, thus need to be produced in large quantities 18. Each new cell produced by this process will have an identical copy of all chromosomes and gene s possessed by the parent cell: A) meiosis B) mitosis 19. During the first division of meiosis, A) homologous chromosomes separate B) chromosomes separate at the centromere C) chromosomes become triploid 20. The number of chromosomes in a human sperm cell is A) 4 B) 8 C) 23 D) 46 21. Exchange of genes between maternal and paternal chromosomes before the first division of meiosis is caused by A) crossing over B) X-linkage C) cytokinesis D) replication 22. If a heterozygous male mates with an albino female, what percentage of albino children would be expected? A) 0% B) 25% C) 50% D) 75% E) 100% 23. Queen Victoria's son Leopold had hemophilia, which is caused by a sex-linked recessive gene (Xh). Leopold lived to be 31 years old and fathered a normal daughter. What is the

Discuss the various ways which Robert Swindells presents life in The streets of London Essay Example for Free

Discuss the various ways which Robert Swindells presents life in The streets of London Essay Im invisible see? One of the invisible people. Link, a young 16 year old boy from Bradford who is homeless, desperate to escape his Brutish stepfather feels that he has become an invisible outcast. Another quotation to support this is when Link says, They dont like reminding I exist. Link says this to show the reader that he is worthless uses this type of language to make the reader more aware of how difficult it is to live on the streets of London. Links character in the book also emphasises a feeling of coldness. An example of this is shown when link says, Also I kept seeing people I knew Neighbours. Guys Id even been at school with. I even saw one of my teachers once. And if you have ever been caught begging by someone who you knew before, you cant possibly know how low it makes you feel This also makes the reader think that Link has a very lo self esteem and is very depressed. Another quotation to support this is when Link says, I was one of them now poised at the top of that downward spiral. Kink says this making the reader understand how hard it is to be living on the streets. Shelter, the less predominant character in the novel, who is trying to rid the streets of homeless people uses subject specific Lexis to show the reader that he has a background in the army or has worked for the army. This is shown to the reader as Shelter always starts his chapters with, Daily routine orders. Link uses sarcasm to emphasise a point, for example, Good old Vince. After Describing Vince as a Brutish, evil stepfather who is a boozer and a bastard, Link says, Good old Vince. The author, Robert Swindells uses this to create an irony. At the beginning of page three Link mentions, Born March 20th 1977 to Mr Mrs X. Link says this to show the reader that he has forgotten the past and wants to get on with life. The main quotation to support and emphasise this is, Mr Mrs X. Another statement to support this is when Link says, I strode out of the station with my backpack and bedroll, and it felt like a new beginning. This also shows the reader that link was positive life would improve from what it was with Vince. Another quotation to support this is Nobody knows you. Where youre from and whats gone before. Thats youre business. One other quotation to support this is when Link chooses the name to give to Ginger he says, Link I said. Id seen it on this signpost earlier. Thames Link. Its a railway. Robert Swindells also uses various techniques to make living on the streets look very hard and scary. The reader is informed of this when Link says, Sad is what it is, Sad and scary. Youre leaving a place you know and heading into the unknown with nothing to protect you. This also informs the reader that this novel appears to be tragedy in many respects. Link feels very depressed after applying for many jobs in London and not getting any because he was homeless and was looking rough and scruffy, also looking like a tramp because of sleeping in the same clothes on the solid concrete floor. When Link started living on the streets of London he thought he was a hard boy who everyone would be terrified of after hitting an old bloke but his hopes were soon dashed after he was kicked out of his bedroom by the streetwise, tough person he wanted to be. An example of this is shown to us when Link mentions, this guy was what I was kidding myself Id become. Robert Swindells uses Shelters storyline as a very good way in which to present living on the streets of London. As Shelter goes around London looking for young and old people, whenever Shelter says, Hostel he always manages to get them to his house so that he can kill them. This shows the reader that homeless people are desperate for somewhere comfortable to sleep at. An example of this is when Shelter gets his first client, That got him hostelhe fell for it hook line and sinker. On page twenty-one Shelter also says, I am not a murderer at all Im a Soldier out of uniform, killing for his country. After killing a homeless person shelter mentions to the reader that he is not a murderer but a soldier killing for his country. This statement is not true as Shelter has murdered people who have done nothing to him and his country. Shelter thinks he is doing a good thing and is particularly careful about every step he takes. The author, Robert Swindells uses this to create an irony. As the reader gets deeper and deeper into the book, they start to grasp knowledge of Shelters storyline and start to know the feeling of how it is to be homeless and the different setbacks and failures it may have. The reader also learns not to stereotype homeless people.

Native Americans in the United States Essay Example for Free

Native Americans in the United States Essay Dentify the economic, political, and/or social causes of the Civil War assess the influence of individuals and groups in the U. S. government on Reconstruction assess the influence of individuals and groups in the South on Reconstruction distinguish and analyze the freedoms guaranteed to African Americans in the 13th, 14th, and 15th Amendments to the Constitution analyze the various components of Jim Crow legislation and their effects on Southern minorities describe efforts by the U. S. Government to assimilate Native Americans into American culture identify significant events that impacted the relationship between the government, Native Americans, and American citizens identify settlement patterns in the American West, the reservation system, and/or the tribulations of the Native Americans from 1865–90 After completing this lesson, you will be able to evaluate the causes and consequences of the Civil War identify the economic, political, and/or social causes of the Civil War assess the influence of individuals and groups in the U. S. government on Reconstruction assess the influence of individuals and groups in the South on Reconstruction distinguish and analyze the freedoms guaranteed to African Americans in the 13th, 14th, and 15th Amendments to the Constitution analyze the various components of Jim Crow legislation and their distinguish and analyze the freedoms guaranteed to African Americans in the 13th, 14th, and 15th Amendments to the Constitution effects on Southern minorities describe efforts by the U. S. Government to assimilate Native Americans into American culture identify significant events that impacted the relationship between the government, Native Americans, and American citizens identify settlement patterns in the American West, the reservation system, and/or the tribulations of the Native Americans from 1865–90After completing this lesson, you will be able to evaluate the causes and consequences of the Civil War identify the economic, political, and/or social causes of the Civil War assess the influence of individuals and groups in the U. S. Government on Reconstruction assess the influence of individuals and groups in the South on Reconstruction distinguish and analyze the freedoms guaranteed to African Americans in the 13th, 14th, and 15th Amendments to the Constitution analyze the various components of Jim Crow legislation and their effects on Southern minorities describe efforts by the U. S. government to assimilate Native Americans into American culture identify significant events that impacted the relationship between the government, Native Americans, and American citizens identify settlement patterns in the American West, the reservation system, and/or the tribulations of the Native Americans from 1865–90.

Importance Of Search Engine Marketing Marketing Essay

Importance Of Search Engine Marketing Marketing Essay The Internet has induced a significant change in the way the public make and acquire information, which leads to shift their pattern in terms of search and purchase (Ghose Yang 2009). Search engines give consumers means to connect with related information which is available in the Internet environment (Rangaswamy et al. 2009). From the perspective of firms, Search Engine Marketing (SEM) enables them to put advertising on search engines to target consumers (Boughton 2005). In the tourism industry, many companies may have difficulty being visible on search engine return pages (SERPs) due to massive results about a particular keyword which consumers are searching for. In this paper, it will be dealt with two options of SEM which a small tourism business marketer can consider to expand their business: Search Engine Optimization (SEO), Pay Per Click (also called as Paid Placement). Furthermore, advantages and disadvantages of two options will be analyses in terms of several aspects, and a single method will be chosen by reflecting upon the purpose of a small tourism company. Furthermore, some recommendation that the selected option can have in order to overcome its limitation will be mentioned. Importance of Search Engine Marketing (SEM) SEMPO (Search Engine Marketing Professional Organisational) (2009) declared at the Search Engine Strategies Conference that expenditure on SEM will continuously increase in 2009 in spite of repercussion of the global financial crisis, and also expected that total spending on SEM will reach $26.1 billion in 2013. The reason for large investment of companies on SEM is that as contrasted with the slow increment in the number of viewership of TV, approximately 10-20% growth in online search volume is achieved every year (Hoffman Novak 2000). Hotchkiss et al. (2004) announce that the searching population relies extremely on search engine for online searches, which reminds online dealers of the importance of developing marketing strategies that enhances their firms visibility in the search results presented to potential customers. Furthermore, Weideman and Chambers (2005) reported that it is significant for marketers to have their websites placed on the first SERPs, or not less than on the first three pages of search results. According to iProspect (2006), 62% of search engine users click on results within first SERPs, and 90% of online searcher incline to click on results within the first three pages of SERPs. Accordingly, it is obviously seen that effective SEM development is a greatly important issue for all companies to place their website link on at least the first three result pages in order to expose itself to their prospect customers in the Internet environment. Search Engine Optimisation (SEO) and Pay Per Click Broadly, SEM is defined as a form of Internet marketing whereby firms and organizations attempt to obtain high visibility on SERPs via paid or non-paid methods (Moran Hunt 2005). There are two major forms of SEM: (1) Search engine optimisation (SEO), and (2) Paid search marketing or Pay Per Click (Chaffey et al. 2009). SEO is used to reach the highest ranking in terms of a company or its product in the natural or organic listings regarding a particular combination of keywords which searchers type (Chaffey et al. 2009). The performance of SEO can be improved by reforming firms websites codes such as the title tag, meta-tags, heading tags and so forth (Chaffey et al. 2009). Pay Per Click means that firms pay search engine such as Google and Yahoo to be placed in the sponsored section (in case of Google, called sponsored link) of search result pages about keywords consumers enter (Hansell 2001). According to SEMPO (2007), approximately 87% of the amount spent on Pay Per Click and SEO captured only about 11% in 2007. The reason of this distinctive investment between two options is that Pay Per Click is regarded as the best method of enhancing visibility in the search result page (Sen 2005). The reason why companies focus on improving their visibility on SERPs is that high visibility will lead to more access to a firms website, which could result in more profits for the firm (Sen 2005). However, the expenditure of firms on SEO is predicted to increase as implementing SEO is generally cheaper than Pay Per Click (Hallerman 2008). Furthermore, iProspect study represented (2004) that Google users clicked on an organic listing (72.3%) over two times more than on a sponsored link (27.7%). In this regard, investing on only implementing Pay Per Click seems somewhat not a efficient strategy. In order to maximise the performance of SEM which firms implement, it will be best to use both of types. However, most marketers may have a limited budget to spend on SEM implementing. Accordingly, they have to choose the best option in consideration of their firms current position, reputation, and financial status. The value of search to tourism business Search engines have become a vital tool for online travel planners. They frequently initiate making their trip plan by utilizing search engines to search for and select useful information (Pan Fesenmaier 2006). If travel information seekers hold a friendly website in their bookmark or have decided a particular website to visit, they might go sprightly to the website. However, if online travel planners do not have sufficient information for travel websites, they generally select a search engine, type keywords, and perform the search. Afterwards, they are exposed to the results of their keywords entered (Hwang et al. 2006). Furthermore, Travel Industry Association reports (2005) that the first place which consumers visit to make a travel plan is increasingly search engine websites. As a tremendous online travel planners use search engine to find travel websites, tourism companies have to recognise the importance of effective SEM development. This is because visibility of a website on the Internet is related with the number of visitors. For example, travel companies make every effort to ensure that tourism-related information become visible so that potential visitors can access it (Werthner Klein 1999). Moreover, Kim and Fesenmaier (2008) announce that consumers first impression on, as well as consequently the general estimation of, a destination marketing organizations website can influenced considerably by the use of search engine. Accordingly, it is more likely that search engines affects positive attitudes toward tourism business. Therefore, tourism marketers have to consider the way in which their websites are searched by search engines more easily and more frequently to maximize its advantaged involved. Challenges of Search Engine in tourism business Although search engine has positive effects on tourism business, they have faced challenges. Research has shown that numerous tourism firms websites are increasingly invisible to prospective searchers (Xiang Pan 2009). According to Wober (2006), many tourism businesses were pushed back on the search results for travel related keywords consumers entered. This will lead consumers to spend considerable amount of time on relevant information finding they intend. Besides, this also makes consumers to have difficulty accessing directly a particular tourism business via search engine (Xiang Pan 2009). It might be easily presumed that it is more difficult for small and medium-size tourism firms to be visible on the screen of users than big firms due to their low reputation. Xiang et al. found (2008) that search results in Google are dominated by a small number of big tourism enterprises, which results in the visibility decrease of innumerable small and medium-sized tourism enterprises. Accordingly, tourism marketers, especially those who are engaged in small and medium-sized tourism enterprises, have to make effective SEM strategies to make their websites to become more visible than their competitors. Assumption of a small tourism company In this paper, it will be assumed that a small tourism company launched its business six months ago. It has low brand value, and most consumers do not know its existence in the tourism industry. Furthermore, it has tight budgets, thereby having a trouble in hiring salespeople. Analysis of strength and weakness of SEO and Pay Per Click In this part, two kinds of options regarding SEM, SEO and Pay Per Click will be addressed as an option. In 2007, SEMPO (2007) conducted a survey of purpose of SEM use to advertisers. According to respondents, three main purposes of using SEM is (1) to sell products, services or content directly online (approximately 58%), (2) to raise brand awareness of their products or services (about 63%), and (3) to drive traffic to their websites (nearly 43%). From the results of this survey, several criteria in terms of a choice between SEO and Pay can be selected. Furthermore, SEMPO (2007) conducted another survey for same interviewees, which could be a somewhat persuasive evidence to select criteria. It questioned them about metrics considered to measure the success of SEM. About 76% of marketers paid attention to both increased traffic volume and conversion rate. In addition, approximately 70% of marketers tracked click-thru rate and 67% of them measured return on investment as a metric for success of SME. Marketers need to consider online searchers preference and relevance of results about query. From the response to the survey, four criteria in terms of a choice between SEO and Pay Per Click can be led; (1) conversion rate, (2) click rate and visibility, (3) ROI (Return on Investment), (4) preference and traffic (5) relevance. Conversion rate Conversion rate means the percentage of clicks on Pay Per Click or SEO link that generate a sale for firms websites (Neethling 2007). If conversion rate is 20%, two out of ten clicks do not create any profit for those websites. Ghose and Yang (2008) found that the conversion rate of Pay Per Click is approximately two times more than that of SEO, respectively 5.4% and 2.76%. In this regard, if a firm implement Pay Per Click, it can make a profit twice more than SEO. Click rate and visibility As mentioned in 3. Search Engine Optimisation (SEO) and Pay Per Click, SEO has higher click rate than Pay Per Click while SEOs visibility is lower than Pay Per Click. ROI (Return on Investment) ROI will be an important measure for accountants of all companies because it indicates the effectiveness of an investment. iProspect (2005) conducted a survey with 636 qualified search marketers and 224 qualified search agencies in terms of ROI of SEO and Pay Per Click. In this survey, respondents revealed that SEO (35%) generates approximately three times higher than paid search (11%). The more interesting figure is that even more search marketers (42%) who utilise both SEO and paid search felt that SEO produces a higher ROI than Pay Per Click. Preference Several research present that many online search users have a preference for results from SEO over Pay Per Click. According to a survey conducted by Hotchkiss et al. with 425 respondents, who extremely selected links providing trusted and unbiased information source information (2004), over 77% of participants selected organic links rather than the sponsored link. Furthermore, Hotchkiss (2004) found that even 20% of users who have inefficient experience in online search have confusion about the definition of sponsored link on the search result page. In addition, this research also represented that if sponsored listings were located on the right side of the result page on screen, then many online searchers did not pay attention to or did not perceive the sponsored listings partially. Moreover, in a survey conducted by Jansen and Resnick (2006), 56 participants revealed a bias against sponsored link. In this test, 82% of participants viewed the organic listings first as contrasted with 6% for sponsored link. Additionally, over 73% of the searchers viewed sponsored links just once during the six search times. Accordingly, it can be also anticipated that SEO can acquire more traffic than PPC. Relevance Online searchers found that organic search results are more relevant than sponsored link results in terms of their keywords. According to iProspect (2004), across the four main search engines, Google, Yahoo, Msn, and AOL, 60.5% of respondents found that organic results were more relevant about same query. In particular, about 72% of Google users felt that organic results were more suitable for their keywords. Option choice Although both SEO and Pay Per Click have its distinctive advantages, it will be insisted that SEO is a better option for a small tourism company. In consideration of selecting SEO, sever criteria such as Return on Investment, preference, click rate, traffic rate, and result relevance are considered. First of all, Return on Investment is the most important criterion to select for a small tourism business since it has inefficient budget to implement. Although conversion rate of Pay Per Click is higher than SEO, the firm needs to make a profit as much as possible with limited budget. On the basis of ROI from Table 1, if it utilises SEO rather than Pay Per click for its SEM, it can obtain more effective financial outcome. Next, the preference of search engine users is also critical criterion. Although visibility of Pay Per Click is higher than SEO, if searchers ignore sponsored link, it does not give any effect on a small tourism company. This preference of SEO can lead to higher click rate and traffic rate, which will assist the firm to increase its brand awareness and reputation. For a small tourism business, enhancing brand awareness will be also extremely important as much as earning profits for its long-term outcome. Lastly, a small tourism company needs to always appear on SERPs for query in terms of its company. Since the firm launched recently, if online users search for its company, it is highly likelihood that massive results could show up including totally different results. Accordingly, in order for the users to find its company easily, SEO is a better method than Pay Per Click. Recommendation Though it is insisted that SEO is a better method for a small business tourism company, obviously, its low visibility is a challenge. Furthermore, the performance of SEO depends on search engine algorithm. Accordingly, the position of search result about a small business company could be different, and even it could not appear on SERPs. In order for the firm to be more exposed on SERPs, it needs to use social networking service (SNS) such as Facebook and Twitter. The firm can add its link to SNS, which will lead to higher position on SERPs. This is because external link from other sites has an impact on ranking. Furthermore, it will also increase the firms brand awareness. Conclusion It will be expected that much more companies utilise search engine marketing since consumers increasingly depends on the Internet to search for product or service information. Although there are several sorts of search engine marketing methods, firms with small budgets may have difficult to employ all methods. Accordingly, they need to analyse the advantages and disadvantages of its method, and also consider their financial condition and purpose. Though search engine optimisation and Pay Per Click will have an positive impact on most firms, it will be suggested that a small tourism company utilizes search engine optimisation due to its higher Return on Investment, preference, click rate, traffic rate, and result relevance. However, search engine optimisation also has challenge. Accordingly, firms need to use social networking service to maximize the effect of search engine optimisation. Furthermore, they have to make high quality contents within their website in order to attract onli ne searchers.