ASOS Case Study Essay

ADVERTISING & DIGITAL MARKETING 1. Describe how ASOS applies the marketing mix online? With the help of a marketing mix, the company can meet its marketing objectives. There are seven points which are popularly known as the 7P’s, they are product, place, price, promotion, people, process and physical evidence. Product- ASOS uses an online platform to sell fashion. ASOS has a wide range of clothing from shoes, coats, accessories, swimwear, nightwear and many more. Under ASOS wide range of famous brands are available like Nike, Adidas, Calvin Klein etc. except this ASOS sells brands at competitive rates with other online sites. It has about 50,000 products available and is widening its range everyday Price ASOS believes in reasonable pricing strategy, but many of their products are expensive especially the high end brands. Most of the products sold are those worn by celebrities that are sold at cheaper rates than other brands. The best thing about ASOS is that they have sales now and then, and most of the products go on 50% sale. ASOS doesn’t have free delivery service which could be one negative impact. Place ASOS only uses an online platform to sell their products, and operates totally via the internet. So customers don’t have to visit any stores, they just need to log in to the website- select the products- add them to basket- and pay. ASOS has a warehouse where they keep the stock and when ordered by customers, it delivers from there. They have a huge warehouse of 32,500 square meters. They have a head office which is located at: Greater London House Hampstead Road London NW1 7FB UK Promotion ASOS promotes itself by giving out discount codes. They are always active in emailing their registered customers about the updates fashion. Once the customer has purchased a product, they will start receiving the newsletter and booklets about the website. As they are on internet they promote it by posting videos of catwalks, fashion shows and more. They even promote themselves on social networking sites as Facebook, Twitter and Instagram. People People are the employees that work for the business, without them it’s impossible to handle such a huge business. These employees are highly trained and professional in their work. In ASOS the customer service is bit different than what is provided in the retail stores. These people are highly skilled in the IT sector, so they are updated with the trends. Some of the BOD who are in charge of ASOS are Chairman-Lord Waheed Alli, Chief Executive- Nick Robertson, and Non- Executive Director- Karen Jones. Process Shopping experiences at ASOS are totally different from any other high street store. Customers are not able to try the product but they can only see it through images. The product they want to buy, will then be passed on into the basket and then it can be purchased through PayPal, credit card. The delivery will be expected in 4-5 working days. Physical Evidence As mentioned before ASOS operates totally from an online platform, so it does not have any physical evidence. The physical evidence is the receipt or the printouts of the products they have purchased. The official website of ASOS is http://www.asos.com/. At ASOS they regularly update their website with new products and promotions. 2. Summaries the integrated communications strategy used by ASOS? ASOS is now number two retailer in UK. They are among the hugest retail online fashion store. Their recent activity was to open an e-tailing shop inside Facebook, and it was launched on 27th January 2011. ASOS is always working hard to change the market trend. Customers can now track their deliveries. Customers  can shortlist their products, choose color. ASOS also included catwalk features for women wear. So repeatedly ASOS is trying its best to communicate with their customers on an integrated level ASOS used various communications methods. a. They have increased the pages of their magazine to 116. The first three issues of magazine generated more than 1.5 million pounds in sales and 9% was the average response rate. After that magazine on menswear was also launches in May 2008, which talked about style, trends, entertainment and good fashion sense. b. ASOS always is in contact with their 1.8 million customers. The newsletter helped in sales by 137% in 2001 c. In 2006, there was almost 2236 fashion editorial content about asos.com and its products , which also helped the sales go up by 59% d. ASOS acts as a best friend would to its customers. This means customers spread the word to other people. Most of its customers feel that they have a personal relationship with ASOS. This type of word of mouth has helped the sales go up and helped building loyalty. It was seen that 15% of customers visited the site on recommendation of friends. e. In the last survey by asos.com 73% of customers stated that they spread the word to th eir friends. ASOS has a team of 30 customer service advisors. This team responds to emails, newsletters and updates the social networking site and regularly communicates with its customers. To connect with customers ASOS is always active on Facebook, Twitter, Instagram, Google+ and they even have their own magazine app for iPhones. To get more engaged, they launched the F-store in 2011. Now they have more than 1.7 million likes on Facebook, more than 325k followers on twitter and more than 440k followers on Google+. 3. What risks do you think managing as ASOS expands overseas? ASOS has to continuously change its market segment in such a changeable industry. People nowadays are unpredictable and their fashion sense changes regularly. Building brand loyalty in such changeable markets is very difficult, and building loyalty is the key to success for ASOS. The main question here is how ASOS will create a stronger connection with its customers in a difficult issues? Since ASOS doesn’t have any physical evidence, for e.g. A Store, a shopping bag etc. There are a number of risks that come hand in hand with  the benefits of expansion: 1. Personalized content will increase to keep in mind the different locations, their cultures, climates and buying habits 2. Things as trial and returns are also more complicated when businesses expand worldwide 3. Communicating with a personal effect to make each customer feel unique and appreciated takes a lot of effort and when a platform becomes worldwide there is a huge mix of customers that could become loyal, to deal with each one on its own level is also a challenge 4. Delivery channels also have to broaden, new ones also need to be created, new management for each part needs to be recruited etc. 5. Quality control needs to be maintained when a company goes into mass production If we talk about popularity ASOS is less well known outside Europe. GAP and ZARA are the main competitors of ASOS as they also have online shopping platform, and they are well recognized all over the world in compare to ASOS. So for ASOS to be popular all around the world, it has to target new segments and build the loyalty around the world. ASOS is starting to gain popularity in Australia and USA as they opened their new offices there. With further expansion of ASOS, they should start to consider making more warehouses around the world. Most of their stuff is made in China, Eastern Europe or many other low cost countries, and are then shipped to the UK. They could be more active on social networking sites, post videos on You-Tube in different languages, so people can get engaged to them. Social networking can be a problem at the start. Except this, CRM can be a major problem as well. ASOS can enhance Customer Relationship Management (CRM) system for some promotional engines like interest graph. Customerâ€℠¢s interest can be measured through Business Intelligence Data collected online. As mentioned before the main problem would be to create loyalty to the customers, so another way to enhance CRM is to give the customers loyalty program. As ASOS target markets are same in UK and some other countries, if ASOS has to go worldwide, it has to change their target audience from youth to everyone, to attract all demographic segments. ASOS would face many competitors around the globe, there would be many fashion websites similar to ASOS. 4. Identify the key elements of ASOS’s strategic marketing plan? Situational Analysis- ASOS targets customers who are young and know the sense of fashion, the latest trend. And except this they enjoy shopping online more than going to the actual shop, standing in the queue. To shop online ASOS is providing user friendly interface on their mobile devices also. SWOT Analysis- Strength: ASOS has variety of products from shoe wear to accessories. People don’t need to go out and shop and waste their time, they can easily call for products online according to their choices. Weakness: This can be weakness too, if some people wants to go out to shop and see the products, feel them or try them, they can’t as they don’t have any physical evidence. ASOS should work hard to make their product recognized, by putting adverts or small articles in magazine about ASOS. Opportunity: To be more active on Facebook, as the people worldwide may not know ASOS that much, but through social networking to be in contact with them. Updating their fashion on Facebook page or group. Answering their problems and dealing with their complaints. Threat: ASOS has many rivalries, such as GAP, ZARA and H&M and many more who are also dealing online fashion store. As mentioned before there are no physical evidence on ASOS where people could go and try clothes, or exchange or take refunds. Competitor- ASOS has many competitors who want to become like it, but they can’t. The top most competitor of ASOS are GAP and ZARA, as they both also targets the same target markets and now they even started the online shopping platform. And they both are active on the social networking websites too. The strategy of ASOS covers a lot of area from designers, marketing to customer services. Customer loyalty is their main key element. They consider customer as their king. But this is not the end. By being active on social networking and internet will not help ASOS that much. ASOS always kept design in their mind as the priority. So their designer kept this in the mind as ASOS  targets young people and youth, so they want updated fashion and new trends every time. In order to meet this need ASOS became partners with London College of Fashion and promised to give internships to the 2nd year and 3rd year students. Even the corporate culture helped ASOS in many ways, as trading director said à ¢â‚¬Å"our approach is simple, we work hard and we do it†. Marketing and customer service are other point which as important as others. They believe in speedy, reliable and convenient deliveries. There is no minimum order amount, so in this way customer can start building trust. So customer can order and start building loyalty. ASOS emails their customers so that they can track their delivery. Return and refund policy is also there. In 2012 ASOS also started their international office in Sydney and New York to give better customer services. They even give 10% discount to students to promote their brand between youth. ASOS have tailored their website with different languages. They have even introduced cat-walks and ramp shows on the website to get engaged with the consumers. 300 videos are been uploaded every day. Many IT people are working hard to make ASOS #1 website. They are using many web-trends analytics and visitor data marketing, which helps them to analyze the best campaign. Beside this, the business intelligence data is also one important key element of ASOS. They use web based application to track and to sa ve the database of their customers. Except all this they even used warehouse management system to read the code. Apart from this, ASOS’s 2nd market strategy is that one can sell their old clothes, which will be bought by ASOS and they will pay you back and from that money you can shop at ASOS. If you see the best technology, ASOS is the best example. The high technologies used and IT people working under ASOS are highly skilled. Except this customer relationship is their key element and the most important part of ASOS. Bibliography College, E. (2011, December 18th). http://press.emerson.edu/imc/2011/12/18/asos-is-now-as-seen-on-facebook/#more-1407. Retrieved from http://press.emerson.edu/: http://press.emerson.edu/imc/2011/12/18/asos-is-now-as-seen-on-facebook/#more

Impossibility of Auditor Independence

The Impossibility of Auditor Independence Intentional collusion of auditors and their clients is is not the major cause of Audit integrity. Most of the times, auditors find it difficult to become objective. In 1992, Phar-Mor, Inc. drugstore in the United States seeking a court protection from corruption failed a court case. The previous auditors, Coopers & Lybrand, Phar-Mor's failed to state inventory inflation and manipulation of finanicial that lead to overstating of $985 million earnings in a period of three years. The judges found Coopers ; Lybrand answerable for fraud to the joint investors.The attorney for one investor argued that â€Å"this sends a strong signal to the accounting community that investors take very seriously the role of audited financial statements and rely on them for their integrity. â€Å"‘ The investors who successfully sued Coopers & Lybrand contended that Gregory Finerty, the Coopers & Lybrand partner in charge of the Phar-Mor audit, was â€Å"hu ngry for business because he had been passed over for additional profit-sharing in 1988 for failing to sell enough of the firm's services. â€Å"‘ Analysist, argue that Independence of audit was hindered by relationship with the management.Unjustified certification of financial statement like The Phar-Mor case are of many cases where auditors have been held responsible. Investors in the MiniScribe Corporation maintained that auditors were at least partially responsible for the now-defunct company's falsified financial statements; at least one jury agreed, holding the auditors liable to investors for $200 million. In the U. S. financial reporting of savings and loan crisis has led to lose of millions of dollars by audit firms settling lawsuits and out-court suits making them collapse.The accounting profession claim that plaintiffs unjust actions are aimed looking for a convenient â€Å"deep pocket† towards recovery of their unplanned business decisions. The accounting p rofession’s role in financial reporting has experienced low reputation by investors and lenders. How could auditors not see that so many of their savings and loan clients were about to fail? How could a prominent auditing firm with a reputation for integrity overlook such large misstatements in Phar-Max H. Bazerman is the J. Jay Cerber Distinguished Professor of Dispute Resolution and Organizations at the J.L. Kellogg Graduate School of Management, Northwestern University. Kimberly P. Morgan is a certified public accountant and a Ph. D. candidate at the Katz School of Business, University of Pittsburgh. Ceorge F. Loewenstein is professor of economics, department of social and decision sciences, Carnegie Mellon University. First, the auditor-client relationship greatly influences opinions made about financial statement by auditors . Even the most professional auditors find it almost inevitable to maintain independence with the current audit procedures.Imagine situation where p rofessionals deliberate their duty without prejudice at all times. For example doctors treating patients without expecting salary. Teachers in schools guiding learners selflessly. However, teachers, doctors or judges are motivated by their own gains making them vulnerable to impartial judgments and not necessarily corrupt. Auditing mandated to provide direction to shareholders and stakeholders posses big losses in case it fails to detect malpractice in financial statements preparation. The management hire, mandates and even suck auditors.Therefore, auditors serve the interests of their employer hence seem bias. The American Institute of Certified Public Accountants (AICPA) states in its Code of Professional Ethics: â€Å"In the performance of any professional service, a member shall maintain integrity, shall be free of conflicts of interest, and shall not knowingly misrepresent facts or subordinate his or her judgment to others. . . . Members should accept the obligation to act in a way that will serve the public interest, honor the public trust, and demonstrate commitment to professionalism. ‘ The code of ethics acknowledges to some extent compromise on integrity and objectivity of the profession. Several parties including stakeholders, business advisors, lenders and financial institutions depend on financial statements to aid in their decision making. The management strives to maintain the reputation of the company. However, temptation to give over-ambition plans and objectives drive the management to give false information about the financial position of the company. This serves to attract external potential customers and takeholders. Financial reporting suffers from unqualified auditors. Reliability, accuracy and objectivity matter a lot in financial statements. Financial statements investigation requires generally accepted standards in accordance with International Standards of Auditing. Unqualified auditors usually communicate wrong presentations about the truth and fairness of accounting. Furthermore, independence cannot be possible in intellectually. Normally, misstatements occur during presentation as auditors interpret the data.Accidentally, false judgment enters the audit reporting without conscience. In the process of reporting and analyzing financial statements false information may be relayed as well. One’s role in presentation of information plays a vital role in terms perception, interests and preference. This subjective factors manipulate facts altering fairness and justice. Inaccurate interpretation of data leads to misleading conclusions. People fall into the trap of distinguishing between personal interests and morality.The rewards participants get in the exercise expose them to difficulty in liberating themselves from bias. In many circumstances, auditors consider the people who might be hurt by their independent opinion on the financial statement. The potential people to be affected by the report may b e close associates with the audit. This may make them give false verdict about the fairness of the statements. On the other hand pointing misstatement ruins close relationships and in the event lose friends, contract and employment.Auditors reappointed periodically get used to the company’s mediocre in preparation of financial statements. In the event auditors ignore small errors and frauds in the institution. Auditor often adjusts statements reporting. People mislead to rationalize a judgment that is consistent with their own interest. People justify their inaccuracy and one sided judgment about balances through manipulation of data. Serious sanctions and even hefty charges may result. On the contrary, emerging trends auditing promotes independence in the current world.First, competitiveness increase in audit firms. Also dire results of losing a client and increased advantages of cordial relations with the client. Competitiveness Previously, junior auditors basic wage rate w ere at a ratio of four times the cost of the employee. Nowadays when a firm engages in corrupt reporting this amount may fall. In highly competitive markets, audit firms often accept losses audit fees in the initial years in order to â€Å"buy† the company. The client may be retained for a longer period by accepting heavily discounted fees.In the current period audit firms treat clients with great regard. Today, clients can be lured intensified competition among audit firms takes place within and without. These rules of audit business and implications in market share determine profits and even effects of losing a client in a negative audit. . Second, big partnerships such as tax and consulting firms grow rapidly due to audit. Not only do the auditing profession generate profit but also serves as a consultancy agency. In many cases, a Firm's audit client gets consultancy services from the same firm.Notably, the consulting client benefits a lot from the consultancy than from th e audit. Therefore, the views about the accounts also poses a risk on the consultancy service. On the same vein, the integrity of the reporting can be at risk too. Actually, involvement in both consultancy and audit further posses questions on whom the auditor is accountable to and working For. Focused on the obvious conflict of fulfilling responsibility to external users versus the financial benefits of pleasing the client.This conflict is typically viewed as a moral trade-of f on the auditors Face. The larger problem, however, is not with the auditors' morality, but with limitations in the way that they process information. Thus independence remains a problem For even the most moral, honest auditor. Despite the auditors' best efforts to place the external users' interests For the above the client's and to maintain objectivity, they may be unable to overcome cognitive or psychological biases that make them arrive at marginal decisions in the client's favor.The larger problem facing society is that there is good reason to believe that auditors will unknowingly misrepresent facts and will unknowingly subordinate their judgment due to cognitive limitations. While audits are done for external criitics, the negotiated relationship between the auditor and the client creates them. Both the auditor and the client benefit From auditors' self-serving bias. We believe that the auditing profession and external users of financial statements should actively seek fundamental changes in the current structure of the auditing relationship.Observers of the profession have suggested various possibilities, such as prohibiting a firm that conducts a company's audit from simultaneously providing other services for that client, prohibiting audit Firms From providing any related services, having external bodies appoint auditors or set fee structures, requiring companies to periodically change auditors, increasing oversight of auditing practices, or, the most drastic, having governmen tal agencies rather than the private sector conduct audits.While we do not know that any of these suggestions would be optimal, we believe we have made a convincing case for reform of the current auditing relationship. External users pay a huge price for the flaws in the current structure of audit. Work cited 1. Adapted from M. Murray, â€Å"Coopers & Lybrand Is Found Liable by Jury to Investors,† Wall Street Journal, 15 February 1996, p. A-8. 2. Adapted from M. Pitz, â€Å"J'-‘O' Finds Phar-Mor s Auditors Negligent,† Pittsburgh Post-Cazette, 15 February 1996, pp. A1-A6. 3. American Institute of Certified Public Accountants Code of Professional Ethics, 1988. 4. W . Burger, U. S.Supreme Court: 1984, United States v. Arthur Young & Co. , US Supreme Court Reports, IG April 1984, 79 L Ed 2d, 826-838. 5. J. C. Robertson, /! W/>/>/g-(Homewood, Illinois: Irwin, 1990). 6. E. Waples and M. K. Shaub, â€Å"Establishing an Ethic of Accounting,† Joumalof Business Ethi cs, volume 10, 1991, pp. 385-393. 7. C. E. Jordan and J. G. Johnston, â€Å"Auditor s Independence: A Proposal to the Profession and the Public,† The Woman CPA, volume 49, July 1987, pp. 3-9. 8. D. M. Messick and K. P. Sentis, â€Å"Fairness and Preference,† Journal of Experimental Social Psychologf, volume 15, 1979, pp. AMi-A'iA. 9. K. A.Diekmann, S. M. Samuels, L. Ross, and M. H . Bazerman, â€Å"Self-interest and Fairness in Problems of Resource Allocation,†/O; »7M/ of Personality and Social Psychology (in press). 10. D. M. Messick, â€Å"Equality, Fairness, and Social Conflict,† Social Justice Research, voune 8, 1995, pp. 153-173; and D. M. Messick and A. E. Tenbrunsel, eds.. Codes of Conduct {New York: Russell Sage Foundation, 1996). 11. L. Thompson and C . Loewenstein, â€Å"Egocentric Interpretations of Fairness and Interpersonal Conflict,† Organizational Behavior and Human Decision Processes, volume 51,1992 , pp. 176-197; C . Loewenstein, S. IssacharofF, C.Camerer, and L. Babcock, â€Å"Self- Serving Assessments of Fairness and Pretrial Bargaining,† Journal of Legal Studies, oV vtll, 1993, pp. 135-159; L. Babcock, G. Loewenstein, S. Issacharoff, and C. Camerer, â€Å"Biased Judgments of Fairness in Bargaining,† American Economic Review, volume 85, December 1995, pp. 1337-1342. 12. K. Jenni and G. Loewenstein, â€Å"Explaining the Identifiable Victim Effect,† Journal of Risk and Uncertainty (forthcoming, 1997); D. M. Messick, and M. H . Bazerman, â€Å"Ethical Leadership and the Psychology of Decision Making,† Sloan Management Review, volume 37, Winter 1996, pp. 9-22; and L. Babcock and G.Loewenstein, â€Å"Explaining Bargaining Impasse: Th e Role of Self-Serving Biases,† Journal of Economic Perspectives (in press). 13. SeeG. Loewenstein andj . Elster, Choiceove>- 7/>H(? (New York: Russell Sage Foundation Press, 1992); G. Loewenstein, â€Å"Behavioral Decision Theory and Business E thics: Skewed Ttade-offs between Self and Other,† in Messick and Tenbrunsel (1996). 14. See J. C. Corless, R. W. Bardett, and R. J. Seglund, â€Å"Psychological Factors Affecting Auditor Independence,† The Ohio CPA Journal, volume 49, Spring 1990, pp. 5-9. Reprint 3848 94 BAZEHMAN ET AI,. SLOAN MANAGEMEN T REVIKW/SUMME R 1997

Functional Areas Of Human Resources Management - 1996 Words

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Analysis Of On Being Told I Don t Speak Like A Black

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In discussions of Transgender Rights some view the issue as trans people deserve the rights given to any other human being, should be able to identify as a gender other than the one they were born with, and should be protected. â€Å"On average, a transgender person is murdered because of their identity every month... Transgender people are regularly evicted from their homesRead MoreSame Love Analysis1416 Words   |  6 Pages The Underlying Truth: An Analysis On Macklemore’s Music Video â€Å"Same Love† Everyone is entitled to his or her own opinion and beliefs. This has caused an ongoing controversy on gay rights. What people don’t think about is how this relates to past issues within society. As a culture we create this image of what is right and wrong. Those who are the minority or the outcast then tend to hide behind a shadow, afraid to show who they really are, and stand up for what they believe in. In Macklemore’sRead MoreO.J. Simpson Not Guilty4438 Words   |  18 Pagesinitially claimed not to know the source of the cut. Later in the interview he suggested the hand was cut when he reached into his Bronco on the night of the murders, and then reopened the cut when he broke a glass in his Chicago hotel room after being informed of Nicole s murder.   From the standpoint of the police, the interview was remarkably inept.   Officers did not ask obvious follow-up questions and whole areas of potentially fruitful inquiry were ignored.   So unhelpful was this i nterview thatRead MoreMartin Luther King Jr. Essay1890 Words   |  8 Pagesup as a Baptist preacher to elaborate how a â€Å"Negro is still not free. This speech was a passionate expressive discourse, counterfeited out of the language and essence of democracy. He told of the struggle ahead, emphasizing the importance of persistent action and peaceful protest. He stated that; I have a dream that my four little children will one day live in a nation where they will not be judged by the color of their skin, but by the content of their character. The message behind DrRead MoreSamuel Beckett s Waiting For Godot, Endgame, And Not I2331 Words   |  10 PagesTo many people life is a continuous search for purpose and meaning in a chaotic and uncaring world, and to the playwright Samuel Beckett it is no different. In the works Waiting for Godot, Endgame, and Not I, Samuel Beckett uses elements of nihilism, pessimism, and absurdity to find humor in day-to-day existence, as well as the relationships between the self and others. Before one can analyze Beckett’s work, one must first understand the meanings of nihilism, pessimism, and absurdity in regard to

Charlotte Gilman s The Yellow Wallpaper - 1603 Words

Rough Draft Throughout history, women have been portrayed as stay-at-home wives who care of the children, clean the house and prepare meals while the men go out, work and provide for their families. They weren’t supposed to be influential, powerful individuals. Women were shown as followers rather than leaders. They were to obey their husbands and assist them at home while the men go out and work. Back then, the image placed in the minds of young women were that they would eventually get married, have kids, and stay at home, taking care of them. In Charlotte Gilman’s The Yellow Wallpaper, the narrator breaks away from society’s view on women because she compares how her husband treats her to how all men treat women. Charlotte Gilman was known for being an advocate for gender equality and feminism. Although there is no certainty that this story is about her life, it was safe to assume that parts of this story were pulled from her personal life. This story critique s society’s view on women and gives more of a feminist view on the entire concept of marriage and how women should behave. In The Yellow Wallpaper, the narrator and her husband clash over how the wife should act. While it seems like she has a mental illness, readers may interpret it as she will no longer obey her husband or society’s view on how to be a normal housewife. The more her husband tries to convince her that she is fine and continues to tell her what she should be doing, the more the narrator begins toShow MoreRelatedAnalysis Of Charlotte Gilman s The Yellow Wallpaper 1517 Words   |  7 PagesGender Role in The Yellow Wallpaper In Charlotte Gilman’s â€Å"The Yellow Wallpaper†, Jane is driven insane when the neurasthenia rest cure is given to he by her husband and physician, John. The rest cure was created by Dr. Weir Mitchell targeted towards women who displayed symptoms of neurasthenia,†a psychological disorder marked especially by easy fatigability and often by lack of motivation, [and] feelings of inadequacy†(Merriam- Webster). Jane is forbidden to work and write. She is told to not overexertRead MoreAn Analysis Of Charlotte Gilman s The Yellow Wallpaper Essay1624 Words   |  7 PagesPublished in 1892, Charlotte Perkins Gilman’s â€Å"The Yellow Wallpaper† may be approached as an American example of the female Gothic, a literary genre pioneered by English writers such as Horace Walpole and Ann Radcliffe. According to the book â€Å"Loving with a Vengeance: Mass Produced Fantasies for Women,† author Tania Modleski points out that texts belonging to this genre typically focus on female protagonists who find themselves in romantic relationships with men that eventually come to oppress themRead MoreCharlotte Perkins Gilman s The Yellow Wallpaper1343 Words   |  6 PagesDespite living in a confined room, the narrator of Charlotte Perkins Gilman’s â€Å"The Yellow Wallpaper† finds a way to break free, become an entirely new person, and explore the evils and unfairness holding her back in society. This demonstrates that those who are oppressed can overcome their oppressors but cannot belong in the same structure after realizing the negative impact on not only themselves, but also on society as a whole. The narrator is forced to suppress her true feelings until she violentlyRead MoreAnalysis Of Charlotte Perkins Gilman s The Yellow Wallpaper 839 Words   |  4 PagesShaquan Chavis 17 November, 2015 English 110 Professor. Cia Kessler Essay #4: Infantilization inside of the â€Å"The Yellow Wallpaper† The way woman were treated in the late 1800’s is totally different than today. At that time woman and men were not equal to each other. Women were confined to particular roles. The men usually played the dominant role which led women to just listen and follow their spouse. During that time woman were at the bottom of the social class. The regular household consistedRead MoreAnalysis Of Charlotte Perkins Gilman s The Yellow Wallpaper 1047 Words   |  5 PagesJacob Niemann PY.260.115.05: Humanities Core I 11/22/15 Niemann I What lies beneath â€Å"The Yellow Wallpaper† Written in 1892, Charlotte Perkins Gilman’s â€Å"The Yellow Wallpaper† is a short story that explores the mind of a woman who is driven to insanity by her surrounding environment. This woman, who narrates her experiences in a journal, begins by marveling at the grandeur of the estate her husband has taken for their summer vacation. Her feeling that there is â€Å"something queer† (307) about the situationRead MoreThe Structure Of Charlotte Perkins Gilman s The Yellow Wallpaper1950 Words   |  8 PagesStructure of Charlotte Perkins Gilman â€Å"The Yellow Wallpaper† In the story â€Å"The Yellow Wallpaper,† Gilman creates a character of a young depressed woman, on the road to a rural area with her husband, so that she can be away from writing, which appears to have a negative effect on her psychological state. Lanser says her husband â€Å"heads a litany of benevolent prescriptions that keep the narrator infantilized, immobilized, and bored literally out of her mind. Reading or writing herself upon the wallpaper allowsRead MoreAnalysis Of Charlotte Perkins Gilman s The Yellow Wallpaper 2536 Words   |  11 PagesResearch Paper Charlotte Perkins Gilman took a leap of faith while writing one of the most notorious stories of her time. The era in which it was written was a time where women were frowned upon for voicing their opinions. Women’s roles in society have evolved over a course of many years. Jobs, social standings, and other rights have not always come easy like they do today. Women were not treated as equals. Gilman’s voice is undoubtedly heard in her story, â€Å"The Yellow Wallpaper†, writing about aRead MoreFeminism Of An Hour And Charlotte Perkins Gilman s The Yellow Wallpaper1596 Words   |  7 Pages Evelyn Gomez Mrs. Kehrmeyer AP English 11 3 December 2014 Feminism in the 1960 s Feminism is the push for woman’s rights considering their political, social and economic equality to men. The feminist movement of the 1960 s demonstrated how women demanded equal rights since they wanted to be included into the world around them not only as mothers and house wives but as a vital part society. Women realized there were more opportunities for them in the world rather than staying home cleaning andRead MoreThe Story Of An Hour And Charlotte Perkins Gilman s The Yellow Wallpaper1422 Words   |  6 PagesIn Kate Chopin’s Story of an Hour and Charlotte Perkins Gilman’s The Yellow Wallpaper we see two marriages that are shaped by the hands of society at large and the husbands. Marriage in the upper classes in the late 1800s to the turn-of-the-century was primarily done to increase one party’s social standing, and as such divorce was generally severely frowned upon. Divorce, beginning at the wife’s behest at least, was unprecedented unt il the latter half of the 1800s. Both marriages center on womenRead MoreCharlotte Perkins Gilman s The Yellow Wallpaper1861 Words   |  8 Pagesconcern than Charlotte Perkins Gilman’s short story â€Å"The Yellow Wallpaper.† Gilman uses her background filled with her own struggles with mental illness and the oppression she suffered from her husband and 19th century society due to that illness to illustrate the outcome of a doctor or bystander dismissing the seriousness of the disease. A reader can witness the mental illness and oppression Gilman faced and the consequences of a misdiagnosis through her character Jane in â€Å"The Yellow Wallpaper.† Charlotte

The Effect of Global Warming on Thermohaline Circulation free essay sample

The Effect of Global Warming on Thermohaline Circulation Kabir Rao1 [1] Industrial activities, such as fossil fuel burning and other human activities such as tropical deforestation have increased greenhouse gas concentrations in the atmosphere. Increasing global temperatures are likely to have extreme effects on global climate and may result in species extinction, changes in agricultural production and deleterious effects on health. Studies have been conducted in recent years on the effects of increase of greenhouse gases on the thermohaline circulation. There are several hypotheses that state that the prolonged effect of global warming could eventually â€Å"shut down† the thermohaline circulation and lead to cooling in certain regions in the North Atlantic Ocean. Several ocean-atmosphere models have been used to predict the effect of increase of carbon dioxide (a greenhouse gas) concentration on ocean circulation. Two such models are discussed and their results are analyzed. 1. Introduction [2] Global temperatures have seen a dramatic increase since the Industrial Revolution. We will write a custom essay sample on The Effect of Global Warming on Thermohaline Circulation or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Several climate models have projected an increase of between 1. 1 ° C to 6. 4 ° C in the global average temperature due to the continued effect of global warming (IPCC (2007)). Apart from the resulting adverse effect on global climate, increasing global temperatures may result in species extinction, changes in agricultural production, deleterious effects on health, rise in the sea level, reductions in the ozone layer and disruption in the ice shelf. Another possible outcome of global warming is what is now termed as the â€Å"shutdown of the thermohaline circulation†. Wallace S. Broeker, the man responsible for the term â€Å"Global Conveyor Belt†, called the thermohaline circulation the â€Å"Achilles heel of our climate system† (Broeker, 1997). There is much research that focuses on the effect of greenhouse gases on ocean circulation. Two such models are discussed in future sections. Some research has shown that the transfer of heat from regions around the equator to the poles is due to the thermohaline circulation in the ocean. This implies that Europe does not have the same limate as the poles because of the thermohaline circulation. The thermohaline circulation therefore plays an important role in regulating the amount of sea ice in the Polar Regions. There are several schools of thought (Seager, Battisti, Yin, Gordon, Naik, Clement and Cane (2002)) that attribute this climate in Europe to its position with respect to the ocean basin and the warm atmospheric waves that blow up north from the tropics. Rhines and Hakkinen (2003) c hallenged this claim. According to Rhines and Hakkinen, â€Å"it is the existence of the oceanic heat transport that allows the maritime effect to operate in the northern North Atlantic and to create a milder European climate than in the North America; without the heat transport, ice would likely extend over much greater areas of ocean and land†. Much research is currently focused on the role of ocean circulation in the supply of heat to Europe. 2. Thermohaline Circulation [3] Ocean circulation is commonly divided into two parts: the thermohaline and the wind driven circulation. In other words, circulation in the oceans is partly due to wind stress, and also partly due to changes in density because of changes in temperature and salinity. The term â€Å"thermohaline† originates from thermo for heat and haline for salt, which together determine the density of the water mass. [4] Thermohaline circulation originates in specific areas of the North Atlantic and in the Weddell Sea of the Southern Ocean. In the North Atlantic, the evaporative cooling effect of winter is responsible for cooling the upper layers of seawater, increasing the salinity thereby increasing density and causing sinking. The sinking cool water is the North Atlantic Deep Water (NADW). The denser NADW flows southwards into the ocean basins. The bulk of the water upwells in the Southern Ocean, while some of the deep water causes further upwelling in the North Pacific and Indian Oceans. This movement of the deep water forms a giant conveyor belt that covers a large part of the open ocean (figure 1). The Gulf Stream, for example, which is largely driven by thermohaline circulation, transports warm water from the Caribbean northwards. Figure 1: Thermohaline Circulation (Source: Frakes, 1992, figure 10. 1, p. 186, as taken from Kerr, 1988). 3. Global Warming [5] The Intergovernmental Panel on Climate Change (IPCC), in February 2007, submitted a 21-page report assessing the effect of global warming on global climate. The report stated that: â€Å"most of the observed increase in globally averaged temperatures since the mid-20th century is very likely due to the observed increase in anthropogenic greenhouse gas concentrations†. Emission of infrared radiation warms the Earth surface; the phenomenon is known as the Greenhouse Effect. The dominant infrared absorbing gases in the Earth’s atmosphere are water vapor, carbon dioxide (CO2) and ozone (O3). The interactions between greenhouse gas molecules and radiation can be explained by quantum mechanics. CO2 and O3 molecules have vibration motions whose quantum states can be excited by collisions at energies encountered in the atmosphere. Industrial activities, such as fossil fuel burning and other human activities such as cement production and tropical deforestation has increased the carbon dioxide concentrations in the atmosphere. CO2 is also a byproduct from automobiles, airplanes and building constructions. The importance of CO2 as a greenhouse gas is very apparent and is therefore used as a parameter in determining the effects of global warming. 4. Review of models used to simulate the response of the Thermohaline Circulation to increasing CO2 [6] Several coupled ocean-atmosphere models have been used to simulate the response of ocean circulation to the increase in carbon dioxide in the atmosphere. Manabe and Stouffer (1993) conducted one such study; a coupled ocean-atmosphere model was used to simulate the increase of CO2 in the atmosphere. Three integrations over a period of 500 years were conducted. In the first integration the atmospheric concentration of CO2 was kept constant. The second and third integration involved increasing the atmospheric CO2 at a rate of 1% per year, until it reached twice the original value at the 70th year (for the second integration) and four times the original value at the 140th year (for the third integration) and was maintained constant thereafter. The change in CO2 concentration caused the gradual disappearance of the thermohaline circulation while doubling and quadrupling the concentration of CO2. Most notably, in the North Atlantic Ocean, the thermohaline circulation nearly vanished during the first 200 years in the 4xCO2 integration (the integration carried out while quadrupling the CO2 concentration in the atmosphere). During the first 140 years of the 4xCO2 integration, the thermohaline circulation rapidly weakens and continues to do so even after the concentration of CO2 is held constant. The integration also showed a decrease in the formation of Antarctic Bottom Water. The result of this integration shows that the gradual disappearance of the thermohaline circulation leaves wind driven, shallow cells in the subtropics of the North and South hemisphere. Similar effects were observed in the 2xCO2 integration. The thermohaline circulation shows weakening intensity during the first 70 years of simulation, which continues until the 150th year, during which there is no change in the CO2 concentration. But in the 150th year the thermohaline circulation slowly begins to regain its original intensity, although not quite achieving it. 7] Manabe and Stouffer concluded that the weakening of thermohaline circulation in the 2xCO2 integration is not due to its instability, but rather due to the adjustments made by the mechanism to the â€Å"evolving density structure† of the models Atlantic Ocean. This is apparent in the manner in which the circulation slowly regains strength in the later part of the 2xCO2 integration. This does not happen in the 4xCO2 int egration, and the thermohaline circulation shuts down. There were also notable changes in the Weddell and Ross Seas, where the circulation became weak and shallow. This in turn caused weakening of the deep-water formation and the northward flow of bottom water in the Pacific and Atlantic Oceans was affected. This weakening of the thermohaline circulation is attributed to â€Å"the capping of the model oceans by relatively fresh water in high latitudes where the excess of precipitation over evaporation increases markedly due to the enhanced poleward moisture transport in the warmer model troposphere†. [8] Schmittner and Stocker (1998) used a simplified coupled atmosphere-ocean model to study the possible effects of greenhouse gas emissions. The findings were similar to Manabe and Stouffer, with the model exhibiting a threshold value of CO2 concentration beyond which the thermohaline circulation shuts down and does not recover. The concentration of CO2 is doubled here, and exhibits a shutdown; however the model is less sensitive than that of Manabe and Stouffer. The model shows that the thermohaline circulation breaks down for a value of 750 ppm or higher. An equilibrium state is reached characterized by the absence of deep-water formation in the North Atlantic. 9] Manabe and Stouffer (2003) revisited the effect of carbon dioxide on thermohaline circulation by conducting several integrations using a coupled atmosphere-ocean model for a time period varying between 4000 years to 15000 years. Similar to the study carried out in 1993, the concentrations of CO2 are doubled, quadrupled and halved. In each experiment â€Å"the response of surface temperature increases with increasing latitudes†. In the 2xCO2 experiment, thermohaline circulation shows weakening before intensifying around the 200-year mark. It fully regains its original intensity in the 600th year. The 4xCO2 experiment shows the thermohaline circulation reacting in a similar manner as earlier noted, however, it regained its intensity around the 1000-year mark. The weakening of the thermohaline circulation in the 2xCO2 and 4xCO2 experiments is attributable to reduction in the surface salinity of the North Atlantic Ocean. With the warming of the troposphere (due to increased CO2 concentrations), the moisture content in the air increases; this in turn enhances the transport of water vapor in the troposphere towards the poles. The precipitation in the high latitudes goes up by a fairly high amount, which reduces the salinity and density of the North Atlantic waters. 5. Conclusion [10] There are several hypotheses that state that the continued effect of global warming could eventually â€Å"shut down† the thermohaline circulation and lead to cooling in certain regions in the North Atlantic Ocean. Global warming could lead to an increase of freshwater in the upper oceanic regions, by melting glaciers, and thereby increasing precipitation into the ocean. This increase in freshwater could have an adverse effect on the thermohaline circulation which, as mentioned earlier, is driven by changes in temperature and salinity. In 2004, NASA satellites recorded what seemed to be the slowing of the North Atlantic current. On April 15 of that year, NASA released a press statement stating that the â€Å"slowing of this ocean current is an indication of dramatic changes in the North Atlantic Ocean climate†. A study of the ocean circulation in the North Atlantic by Harry Bryden (2005) revealed that â€Å"Atlantic meridional overturning circulation has slowed by about 30 per cent between 1957 and 2004†. Bryden’s finding was viewed with speculation by the scientific and oceanographic community, especially since measurements conducted post 2005 showed a significant warming of the North Atlantic Current. However, the current overall climate is definitely changing; in particular sea-ice formation is less because of overall global warming. Bryden predicts that the shutdown on the thermohaline circulation could have severe repercussions on Europe, in that the temperature would change drastically. There could be major climatic changes such as an increase in floods and storms. Warming or rainfall changes in the tropics or the poles could occur. While the rest of the scientific community felt Bryden’s findings were not credible, Detlef Quadfasel (2005) felt that there were a few observations that supported Bryden’s work. Quadfasel pointed out that climatic records have shown drops in air temperature by 10 °C in a few decades possibly caused due to abrupt changes in ocean circulation. Global warming is a very real threat to the human race. The question we face is whether global warming is in fact to going to affect the thermohaline circulation. Even though there is a large amount of research that is being conducted in this area, there is an equal amount of opposition to it. Jaworowski (2007) has called the increase of CO2 concentrations the â€Å"Greatest Scientific Scandal of our Time†. Jaworowski claims that the IPCC assessment of global warming in 2007 was purely a political move, â€Å"prepared by governmental and United Nations bureaucrats†. In another article in 2007, Jaworowski also claimed that the increase of CO2 is not due to human activity but by atmosphere-ocean gas exchange and other causes of natural climatic fluctuations. Numerical models may provide a fairly decent idea of the functioning of systems, but there is always the danger of erroneous statistical methods and the use of boundary conditions that don’t necessarily reflect the real world. However, at the risk of sounding trite, prevention is better than cure. The risk of man entering a new ice age is very real as of now, and will remain so until research shows otherwise. There are studies that speculate that the shutdown of the thermohaline circulation is what previously led to the Younger Dryas (the big freeze) period (Schiermeier, 2006). Man may enter a new ice age; ironically, because of global warming.

The Threat Of Nuclear Weapons Essay Research free essay sample

The Threat Of Nuclear Weapons Essay, Research Paper Ever since the first atomic arm was built in 1945, atomic war has been a menace. The two major atomic powers in the universe today are the Soviet Union and the United States. If a war of all time broke out between the two, which involved the usage of atomic arms, the whole universe would endure from the effects. In this study I am traveling to turn out that atomic arms are a menace to all of us. A atomic arm is any device that causes an detonation by the release of the energy in an atom. They are much more powerful than any conventional or # 8220 ; non atomic # 8221 ; arms. Nuclear arms are divided into two groups: fission arms, which are frequently called atom bombs, and thermonuclear or merger arms, which are frequently called H bombs because that is what they are made of. FISSION WEAPONS Fission arms cause an detonation by the splitting of atomic karyon. We will write a custom essay sample on The Threat Of Nuclear Weapons Essay Research or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page This happens when a neutron collides with the karyon of an atom. The protons in the karyon are transformed into a great sum of energy and two or three more neutrons are sent out, which go on to divide other karyon. If this continues a procedure called a concatenation reaction will happen. When this happens a fission detonation is the consequence. To organize a concatenation reaction, a certain sum of stuff is needed. This sum is known as the critical mass. If the sum is excessively little it is known as a subcritical mass. The critical mass of a material depends on its pureness. The stuffs used in doing fission arms are uranium and Pu. They are the lone elements able to be used in doing a fission arm. There are two different ways to do a fission arm: the gun-type method and the implosion method. In the gun-type method, two pieces of stuff, each holding a subcritical mass, are placed at opposite terminals of a metal cylinder. One of the pieces has a powerful, nonnuclear explosive behind it that explodes on impact and drives the piece into the 1 at the other terminal. The atoms in the stuff the collide and get down a concatenation reaction. In the implosion method a ball of either uranium or Pu is surrounded by a big sum of nonnuclear explosive. When triggered it compresses the atomic stuff, which besides causes a concatenation reaction. FUSION WEAPONS Thermonuclear or merger arms get their destructive power from the combine of light atoms. Hydrogen, the lightest component, is used in doing merger arms. When the atoms of the component fuse, they release a great sum of energy. The lone job is that the vitamin E lement must be heated to a temperature of 50 million grades Celsius. The lone manner to make this, without utilizing more energy than is produced, is to utilize a fission detonation. So, a ball of H is surrounded by either U or Pu and so by a non atomic explosive. When the explosive is set off it causes the U or Pu to fission, which in bend causes the H to blend. History In 1939, the U.S. authorities became concerned that the Nazi Germans may be capable of constructing a atomic arm, so upon fall ining World War II, the United Sates began a secret operation called the Manhattan Undertaking to construct their ain atomic arm. The first experimental atomic arm was exploded on July 16,1945, by J. Robert Oppenheimer. It was a 22 kiloton implosion-type device. This trial convinced the U.S. authorities that atomic arms could be used in war. On August 6, 1945, the United States used the first atomic arm on the Nipponese metropolis of Hiroshima. It was a 13 kiloton gun-type fission bomb. Three yearss subsequently, the United States dropped a 22 kiloton implosion-type fission bomb on another Nipponese metropolis called Nagasaki. On August 14, eight yearss after the first bomb was dropped, the Nipponese surrendered, which brought an terminal to World War II. Effects The three chief effects that would follow a atomic detonation are blast, thermic radiation or heat, and radiation. The really first thing to go on is the formation of a bolide. The fireball gives off the thermal radiation that vaporizes anything within a one-fourth stat mi and ignites flammable stuffs within 10 stat mis. The thermic radiation can do oculus hurts every bit good as tegument Burnss called flash Burnss. Between 20 and 30 per cent of the deceases at Hiroshima and Nagasaki were caused by flash Burnss. When the bolide begins to disperse it signifiers a blast moving ridge that travels off from the detonation at velocities up to 400 stat mis per hr. This destroys most edifice within 6 stat mis. It besides kills most people within 3 stat mis and badly injures or kills most people up to 6 stat mis off. Then comes the radiation. It is made up of neutrons that were left over after the detonation. When these neutrons come in contact with populating cells they damage or even destruct them. A individual exposed to big sums of radiation will normally decease. Some scientists believe that the dust and fume from the fires after a atomic war would do a worldwide chilling of the planet, which is known as a atomic winter. For this ground, the states at war would non be the lone 1s to endure.