Public Relations Campaign American Girl Brand Essay Example for Free

Public Relations Campaign American Girl Brand Essay In a very competitive market, today most organizations are relying on public relations departments to create interest and manage the overall public perception. Publicity determines the people willingness to buy a product, invest in a company, and general interest of the association with the company in question mostly through employment. Companies use public relations to create publicity. The purpose of this paper is to explore ways in which America Girl can use PR to promote the new brand, Graceâ„ ¢ doll. American Girl brands are owned by Mattel, Inc that is registered on the NASDAQ stock exchange. The Mattel family specializes in design and production of toys and family products (Business Wire, 2015). The American Girl brand was introduced in 1986, and has been committed to products that suit girls aged 3 to 12 years such as movies, clothes, high-quality dolls, unforgettable experiences and high-quality dolls. The newest product of the American Girl is an 18-inch â€Å"doll† named Grace Thomas. She is a fanatic baker and also desires to start a baking business. She is motivated to pursue her entrepreneurial spirit. The â€Å"doll† has accessories, toys and outfits that reflect her interests including premium French Bakery set comprised of more than 60 pieces. Mattel Inc plans on producing product Grace Thomas doll for a period of one year, and the purpose of this paper is to create a publicity plan for the new product. Based on both demographic and psychographic information and factors such as age, gender and interests, the target audience for this campaign is g irls in the age group 3 to 12 years. The discussion in this paper focuses on reaching the target audience through the most effective means, which are screen media and social media. The target audience also has the influence on the family pocketbook and can influence the spending patterns of their families CITATION Cal08 l 1033 (Calvert, 2008). Goals                     To increase the number of American Girl Facebook followers from 947 likes to 2000 likes, targeting girls aged 3 to 12 within a period of three months To increase the number of American Girl Instagram followers from 830 followers to 2000 followers targeting the girls in the age 3 to 12 years within three months Objectives                     To increase the awareness of the Graceâ„ ¢ doll in the age group 3 to 12 years by 77% within a period of three months To increase the acceptance of the Graceâ„ ¢ by the adult population, especially parents, by 30 % within three months To motivate an action by the target audience specifically to try Graceâ„ ¢ and increase public interest by 25% within three months. The set goals and objectives can be achieved by integrating the services of traditional media. One of the most effective ways of achieving a successful campaign is through production of a pitch in a television show that promotes Graceâ„ ¢. In order to make the pitch successful, it has to be accompanied by a captivating and visually-oriented story. The story has to be pitched by a person who can effectively connect to the target audience. The pitch has to go suit the target audience’s needs, just like they way a TV producer can choose the programs that suit the target audience. The use of pitch can also be applied in the radio stations, where the radio host can help in reaching out to the target audience. Brochures, coupons, and Graceâ„ ¢ flyers are some of the traditional media that can be used in this campaign. The use of can also use direct mailing services to send promotional materials directly to the target audience. Summarily, public relation is a vital part of marketing. The goals and objectives set up in a PR campaign should be achievable. Since a public relations program is cheaper to ramp up than marketing, companies have shifted attention to public relations. A successful PR campaign needs to be unique, and entice the target audience. Traditional media can be integrated with a PR campaign to increase awareness of a product. References Business Wire. (2015). American Girl’s 2015 Girl of the Year â€Å"Bakes† a Difference and Helps Girls Find Their Own Recipe for Success. Retrieved from http://www.businesswire.com/multimedia/home/20150101005003/en/#.VOKyBCyAHK8 Calvert, S. L. (2008). Children as Consumers: Advertising and marketing. The future of children, 18(1), 205-234. Source document

Neurotransmitter and Hormone Receptors

Neurotransmitter and Hormone Receptors 1) Transcription of DNA and translation into protein are tightly regulated in Eukaryota cells. Give an account of the key steps involved. Gene expression is under continuous regulation. This regulation is differentiated between Eukaryotic and Prokaryotic organisms, especially due to matters of complexity. In Prokaryotic organisms the regulation of gene expression is happening only at the stage of transcription and includes one stage. On the other hand, the regulation of gene expression in Eukaryotic organisms is happening not only in transcriptional level, but also at post-transcriptional, translation and post-translation level (Latchman 2007). The figure on the right shows the steps of gene expression that can be regulated. In case where the regulation of gene expression happens in transcriptional level, then the levels of cytoplasmic mRNA and nuclear RNA should be paralleled. On the other hand, in case a gene is being transcribed in the same manner in all tissues, there will be a difference in the majority of tissues between the cytoplasm mRNA and RNA, due to post-transcriptional mechanisms. As a result, in order to distinguish post-transcriptional and transcriptional regulation the first approach is to see if there are changes between the RNA levels in the tissues (Latchman 2007). Initiation of transcription In many cases where there is an increased level of transcription, this results from a high level of transcriptional initiation mediated by RNA polymerase responsible for initiating the process. This means that in a tissue that occurs an active transcription process, the RNA polymerases will be moving beside the gene continuously, and thus increasing the rate of transcript production. In contrast, in tissues where a gene is transcribed at low levels, the initiation of transcription will not be so apparent and the level of transcripts will be significantly low (Latchman 2007). Elongation Except of the initiation of transcription which seems to occur in the majority of the cases, there has been demonstrated that the regulation can also happen during at a post-initiation level by producing a shortened RNA than the full length one. In this case, the transcriptional control seems to happen by blocking the elongation of a newly formed transcript (Latchman 2007). DNA elements The expression of protein-coding genes is regulated also by specific DNA elements, which are located usually upstream of the initiation site of the gene. These DNA elements can influence positively or negatively the transcription of a gene. For example, DNA sequences such as insulators and silencers, suppress the genes transcription (Latchman 2007). Transcription Factors The transcription factors are also important modulatory elements of transcription. The binding of specific transcription factors on the DNA, can either activate or suppress gene transcription (Latchman 2007) . Although so far we discussed the transcriptional control of gene expression, which corresponds to the most abundant transcriptional control mechanism, there have been cases where even though the transcription rate of a gene doesnt change, changes in the synthesis of specific proteins have occurred. This control mechanism occurs between the translational and transcription control and includes splicing of the nascent mRNA, alternative splicing, and regulation of RNA stability. The splicing of the RNA is the process in which the protein coding regions are encoded by exons, after removing the intervening sequences which are named introns (Latchman 2007). The alternative splicing, includes the differentiated processing of RNAs in order to produce different RNA variants (Black 2000). The translational control of gene expression, corresponds to mRNA regulation and is also a very important regulatory stage. In the same manner as transcriptional control, translation can be affected either positively or negatively by altering the levels of specific translation factors, and most of the times it happens at the initiation of the translation process due to differences in the 5 untranslated region of the mRNA. During translation, the 5 un-translated region contains an AUG triplet of bases which is important to be located in a favorable context. This means, that if the ribosome is incapable of recognizing this triplet, then the initiation of translation is inhibited. For example, in a situation which is called leaky scanning, when AUG codons are located upstream, the ribosome has a difficulty to recognize them (Wickens et al. 2000). Furthermore, except of the recognition of the AUG codon, other coding regions seem to play an important regulatory role. For example, some frequencies which are located in the open reading frame of the mRNA (ORF) seem to cause a frameshift at a specific triplet both in viral and mammalian mRNAs (Wickens et al. 2000). Finally, another regulatory element of gene expression includes the post-translational control. This category composes of all the mechanisms that act after translation by modifying the protein levels. Such a mechanism is ubiquitination, which will have as a result the degradation of the ubiquitinated protein in the proteasome (Wang et al. 2013). In conclusion the transcription and translation are highly regulated processes and this take place due to the complexity of Eukaryotic cells, since strict regulation usually corresponds to high complexity. 2) Discuss the role of microtubules and their motor proteins in the motion of cilia and flagella. Microtubules are important elements for various cell movements, such as the chromosomal separation during mitosis and the motion of flagella and cilia. This movement, which happens along microtubules, is highly dependent on proteins that use energy from ATP hydrolysis in order to produce force and movement. These proteins are members of the kinesin and dynein families (Alberts et al. 2002). Cilia and flagella are plasma membrane projections dependent on microtubule formation, and are important for the movement in various eukaryotic organisms. In bacteria, the flagella structures are different from the eukaryotic flagella (Alberts et al. 2002). The movement of these structures has been extensively studied by using animal models, especially sea urchin models which appears to be a very powerful system for flagellar motility. Furthermore, the first scientists to observe this sliding mechanisms driven by dynein across the microtubules, were Summers and Gibbons by using dark-field microscopy (Hirose Amos 2012). In eukaryotic organisms the flagella and cilia are highly similar structures. Firstly, flagella are mostly found in sperm and many hair-like cellular projections with a core composed of microtubules (Cooper 2000). With their rolling motion they permit the cells to swim through liquid media. The cilia, are usually shorter than flagella but their organization tends to be similar. Their beating motion is like the breast stroke of the swimmers, and the cycles of adjacent cilia are quite asynchronous, thus producing the characteristic effect that can be observed through microscope (Alberts et al. 2002). The movement of both each flagellum and cilium is produced by the bending of each ones core, which is specifically termed as axoneme. The axoneme is a structure that is composed of microtubules in conjunction with their associated proteins in a regular and specific pattern. This pattern is composed by nine doublet microtubules which are fused together to surround a pair of microtubules. Th is formation is also known as the 9+2 pattern and is represented in the following picture (Cooper 2000). This type of arrangement is commonly seen in the majority of eukaryotic flagella and cilia forms. The length of these microtubules extends along with the length of the axoneme which can reach the 200 ÃŽÂ ¼m. At specific positions along the distance of microtubules, are located accessory proteins, providing with this a way a cross-bridging between the doublet microtubules. These molecules are dynein proteins, and are located around the perimeter of the axoneme (Cooper 2000). Dynein is a very large molecule (2000 kd), consisting of three heavy chains in conjunction with a variable number of intermediate and light polypeptides that have a weight ranging from 14 to 120 kd (Cooper 2000). The heavy chains are forming a globular domain which binds ATP and is responsible for moving along microtubules. The intermediate chains are responsible for the assembly of the dyneins. The light chains form two distinct groups, in accordance with the molecules that are related with. For example the first group is associated with the heavy chains, while the second group with the intermediate chains. In the cilia and flagella, there is also another specific dynein group, the intraflagellar transport (IFT) dynein, which is important for the association and disassociation of these organelles, and also have transport properties of either membrane proteins or even the IFT themselves (Hirose Amos 2012). The ciliary dyneins, are composed of a different set of arms, the outer dynein arms and a more complex set of inner dynein arms. Each one of this structures plays a different role in the ciliary movement. The outer dynein arms are responsible for the production of the majority of the force required for the ciliary movement, while the inner dyneins, are mostly providing a precise control of this movement (Hirose Amos 2012). Another important feature of the cilia and flagella, is that the minus ends of each microtubule are anchored in a structure which is named basal body. This is highly similar to the centriole, and is necessary for the arrangement of the axoneme microtubules. Each one of the doublets located in the outer part of the flagella or cilia, is formed by the extension of two of the microtubules of the basals body triplets (Cooper 2000). The movement of cilia and flagella is caused by the relative sliding of outer microtubules, driven by the activity of axonemal dynein, and the mechanism is represented in figure 3. The dynein bases attach with the A microtubules while the head of each dynein attaches with the B microtubule. With the green color is represented the nexin link, which binds the microtubules in the axoneme. When the one doublet of microtubules, bends along with the other one, the resulting movement is bending, which is the source of the beating movements of cilia and flagella (Alberts et al. 2002). Scientific evidence suggests that upon ATP hydrolysis the dyneins change their conformational state (Hirose Amos 2012). 3) Describe the most important classes of molecules that participate in common signal transduction pathways In signal transduction pathways, extracellular signals such as hormones or other molecules are registered by membrane receptors and the signal is being transferred inside the cell by a set of reactions. This signal transduction can be mediated by two distinct mechanisms. The first one includes the use of receptors, and other proteins including enzymes. The second one contains a set of molecules which are known as second messengers, that regulate the intracellular signaling (Boon 2009) . The intracellular second messengers, are signal molecules that reach their target by diffusion. They can be divided into two different groups, those with a hydrophobic character (diacyl glycerol or phosphatidyl inositol) and the hydrophilic ones. The hydrophobic messenger are located on the membrane and they can reach the proteins located on the membrane by diffusing through the plasma membrane of the cell. The hydrophilic messengers are located in the cytoplasm and their targets are located in the cytosol as well (Boon 2009). The most important second messengers include the cAMP, cGMP, inositol phosphates, calcium ions, diacylgrlycerol and phosphatidyl inositol phosphates. 3-5 cyclic AMP (cAMP) Is among the most important second messengers and regulates a variety of cellular functions, such as glycolysis, muscle contraction and ion transport. The intracellular concentration of cAMP is regulated by two factors, the adenylyl cyclase and the phopshodiestarases. The former is important for the cAMP synthesis while the latter for its degradation. The activation of adenylyl cyclase is dependent to G-protein coupled receptors and involves the participation of GÃŽÂ ± and GÃŽÂ ²ÃƒÅ½Ã‚ ³ proteins. The degradation of cAMP mediated by cAMP phosphodiesterases, which are being regulated by Ca2+/calmodulin and also by phosphorylation (Boon 2009). In the majority of the cases, the target of the high cAMP concentration is the activation of protein kinases A (PKAs). Initially, in the absence of cAMP the PKA is organized as a tetramer, with two catalytic and two catalytic subunits, and the protein kinase is inactive. When cAMP concentration is increased by adenylyl cyclase, leads to the binding of two molecules to the regulatory subunit and the tetramer dissociation and activation of PKA (Boon 2009). cGMP In the same manner with cAMP, the 3-5-cGMP is extensively spread in the intracellular space. Like in the case of cAMP , the cGMP is formed by guanylyl cyclase from GTP. The cGMP can activate cGMP-dependent protein kinases, after binding to specific locations. In contrast to the PKA kinases, the activation of cGMP-dependent protein kinases is dependent to only one protein chain of these proteins. Specifically, the binding of the cGMP to the regulatory domain of the protein, activates it and permits phosphorylation of other substrates (Boon 2009). Inositol Phosphates The inositol containing phospholipids located in the plasma membrane, are the starting points for the production of many inositol messengers as a response to extracellular or even intracellular signals. The inositol phosphates are important players for the regulation of phospholipase C, which is a very important enzyme in the metabolism of phosphatide inositol. Another important function of these phosphates, is the recruitment of Ca2+ ions that are inside storage organelles, such as mitochondria. The calcium ions are among the most ubiquitous targets of second messengers, and regulate a vast array of actions (Boon 2009). Calcium ions The calcium ions can have a regulatory character in many ways, according to the time, frequency and amount of release rate. This feature, explains the complexity of Ca2+ signals. Still it is not understood how oscillatory calcium signals are regulating various processes. It has been suggested that CaM kinase II participates in the formation of repetitive calcium signals. The high intracellular concentration of calcium is temporary and usually a local phenomenon. The cell contains a variety of transport systems, which can transfer the calcium ions inside the storage locations. These transfer mechanisms are Ca2+ ATPases, which transfer calcium against the concentration gradient. Another mechanism, is the sodium-calcium exchange proteins which are mostly apparent in muscle cells (Boon 2009). Diacylglycerol and phospatidyl inositol phosphates The diacylglycerol is being produced by the metabolism of the membrane phosphatidyl inositol phosphate, after the effect of two distinct enzymes, the PLCÃŽÂ ³ and PLCÃŽÂ ². The diacylglycerol (DAG) is then responsible for activating the protein kinase C, which plays an important role in cell proliferation through phosphorylation of various substrate proteins (Boon 2009). Except of DAG, the metabolism of phosphatidyl inositol diphosphate, produces the inositol triphosphate, which increases intracellular calcium levels by binding to specific receptors (Boon 2009). Conclusively, signal transduction is a highly regulated mechanism, which permits the transmission of an extracellular signal inside the cell, and a subsequent cellular response. Among the most important molecules that are participating in this process, we distinguished some members of the family of the second messengers, such as calcium ions, diacyl glycerol and phosphatidyl inositol. 4) Describe the steps of neurotransmission. The process of neurotransmission can be divided into five distinct steps. The first includes the synthesis of the neurotransmitter, the second the storage of the neurotransmitter into transport vesicles, the third the influx of calcium and exocytosis of neurotransmitter, the fourth the binding of the neurotransmitter at the postsynaptic membrane and the fifth the deactivation of the neurotransmitter. The low weight neurotransmitters are synthesized in the cytoplasm of the cell, where enzymes act and convert them into mature neurotransmitters. These enzymes are produced in the neuronal cell body and are transferred to the presynaptic terminal via the slow axonal transfer system. When the new transmitters are synthesized in the cytoplasm, certain mechanisms need to follow for transporting them to the synaptic membrane. On the other hand, the neuropeptides which is the other category of known neurotransmitters, are produced in the neuronal cell body, and need to be transferred a long distance in order to reach the site of secretion. For this reason, they are transported from the soma of the neuron to the presynaptic terminal with the fast axonal transport (Hyman et al. 2009). The small-molecule neurotransmitters, such as acetylcholine and amino acids, are stored into vesicles of 40-60 nm diameter. The primary characteristic of these vesicles, is that in electron micrographs they appear with a clear center area. The storage, requires specific proteins which are located in the membrane of the synaptic vesicles in the presynaptic neuron, the vesicle monoamine membrane transporters (VMAT). In contrast to the small-molecule neurotransmitters, the neuropeptides, are stored into synaptic vesicles with a larger size (90 to 250 nm). In electron micrographs, they seem to have a center relatively more dense than the synaptic vesicles of the small neurotransmitters (Purves et al. 2001). After the influx of calcium into the pre-synaptic cytoplasm, it begins the process of neurotransmitter release. The first step of this exocytosis, includes the docking of the synaptic vesicle membrane at the active zones plasma membrane. The second step is priming. This corresponds to an ATP dependent maturation of the synaptic vesicles that are being docked in the membrane of the active zone but cant be induced by Ca2+. The result of this maturation, is that the primed vesicles can immediately release their content after a Ca2+ influx. The third step of this process includes the fusion of the synaptic vesicle with the presynaptic membrane, which allows the exocytosis to happen. In this step, the function of the protein synaptotagmin is of high importance, since it senses the levels of Ca2+ and regulates with this way the fusion of the vesicles. The final step of this step includes the quantal release of the neurotransmitter with a mechanism of exocytosis. The exocytosis is synchroni zed with the influx of Ca2+ and its induction is controlled by the depolarization of the nerve terminal. After the release of neurotransmitter at the synaptic cleft, the membrane of the vesicle will be recycled with a process of endocytosis (Hyman et al. 2009). After the exocytosis, the neurotransmitter starts to diffuse across the synaptic cleft and targets the post-synaptic neuron and its receptors which are localized on the membrane. The binding of the neurotransmitter to the postsynaptic membrane, will cause both biochemical and electrical alterations. Specifically, an excitatory signal will depolarize the membrane and thus a positive charge will pass inside the cell. This depolarization is caused by the opening of sodium channels located on the post-synaptic membrane, which permits the influx of sodium ions across the membrane. On the other hand, an inhibitory signal will hyperpolarize the cell, and thus a positive charge will flow with a direction outside of the cell. This hyperpolarization is induced by an inhibitory postsynaptic potential (IPSP) which cause the influx of chloride ions, which make the membrane potential more negative and the propagation of the action potential significantly more difficult (Hyman et al. 2009). When a neurotransmitter finishes its function, the next step is to be removed from the synaptic cleft. When the local neurotransmitter concentration falls, the neurotransmitter unbounds from the post-synaptic receptor. After this, the neurotransmitter can be either degraded by specific enzymes, or reuptaken by high affinity receptors. The latter corresponds to the most common way of neurotransmitter removal, and includes the reincorporation of the neurotransmitter into the pre-synaptic terminal by endocytosis. This permits the neurotransmitter to be recycled inside the cell. The remaining percentage of neurotransmitters, follows the other path of removal which corresponds to the enzymatic degradation. A characteristic enzyme is acetylcholinesterase (AChE) which degrades the neutrotransmitter acetylcholine into acetate and choline. Another examples of such enzymes include catechol-o-methyltransferase (COMT) and monoamine oxidase (MAO) (Naik 2015). 5) Describe with examples the major mechanisms of action of the different types of neurotransmitter and hormone receptors. In 1907, the physiologist Langley, introduced the aspect of receptor molecules, in order to explain specific properties of molecules on muscle and nerve cells. The neurotransmitter receptors are proteins located in the post-synaptic plasma membrane and contain an extracellular site, specific for the binding of a neurotransmitter. The neurotransmitters, have two distinct families of receptors. The first one, the ligand-gated ion channels or ionotropic receptors, combine the properties of ion channels by having also a neurotransmitter binding domain on their outer part of the membrane. The other family of receptors, are the metabotropic receptors, because the movement of ions depends on certain metabolic steps. The important difference of these channels with the ionotropic channels, is that they dont have an ion channel in their structure, in contrast they have a domain which affects the channels through activation of G proteins, and these receptors G protein coupled receptors (Purves et al. 2001). G protein coupled receptors (GPCRs) are the largest family of membrane protein signaling molecules. The activation of these proteins can be achieved by various ligands, thus modulating the activity of a diverse set of signaling pathways (Kobilka 2007). Nowadays, it is estimated that the human organism contains approximately 800 unique GPCRs, and the 460 of them are assumed to be olfactory receptors (Fredriksson et al. 2003). Their main characteristic is that they contain seven transmembrane-spanning segments, which coordinate the position of the proteins N-terminus at the extracellular space and C-terminus at the intracellular space. Studies in neuromuscular synapse, have demonstrated in detail the neurotransmission mechanism. The binding of the acetylcholine to the postsynaptic receptors, leads to the opening of ion channels. Specifically, the binding of two Ach to a receptor, causes an influx of sodium for milliseconds. In real situations, when an action potential reaches a presynaptic neuron, millions of ACh molecules are secreted into the synaptic cleft. As a result, a high number of AChs will bind to numerous receptors, located on the postsynaptic membrane. The opening of these channels will cause the membrane to depolarize, and the opening of voltage-gated sodium and potassium channels (Purves et al. 2001). When the postsynaptic membrane potential becomes more negative even from the resting potential, the end plate current increases, and decreases when the membrane potential is more positive. At very positive potential, there is a reverse polarity which cause the current to convert form an inward to an outward one (Purves et al. 2001). The other category that we will discuss, the hormones, are produced most of the times by specific cells, and initiate a reaction in certain cell types. Only the cells that have hormone receptors, can be used as hormone target cells. These receptors, recognize certain hormones according to their chemical structure. The classes of these receptors are two, the membrane bound receptors, which are transmembrane proteins and the second category the intracellularly localized receptors which are intracellular receptors (Boon 2009). The membrane bound receptors have an extracellular domain which is linked with an intracellular one. The binding of a hormone are following the rules of noncovalent interactions. In general, signaling molecules for example adrenaline, binds to their receptors with a very high affinity, even higher than the one observed between an enzyme and a substrate. After the binding and the recognition of adrenaline by the receptor, this signal is converted into an intracellular signal, which targets the nuclear compartment. According to the type of the receptors which will bind, adrenaline can cause inhibition of insulin secretion, glycogenolysis and glycolysis (Boon 2009). Furthermore, the hormone insulin, uses for signal transduction a set of tyrosine kinases receptors. The receptors that have tyrosine kinase (TK) activity (RTKs), contain a specific domain for binding ligand molecules located on the extracellular side. Inside the lipid bilayer there is a single alpha-helical element, and inside the cytosol another part that harbors a TK domain. When the RTKs are not bound with the ligand molecule, most of them are in their monomeric state. The only exception of this paradigm is the insulin receptor and in general its family members. When extracellular stimulus is absent, in our case insulin, the kinase domain of the receptors remains in its inactive, auto inhibited state. In this phase, the receptors either have very low kinase activity, or they havent at all. After the binding of insulin on the receptor, the consequent transformational changes that lead to the activation of the TK domain. The activation process of TK includes a trans-autosphorylation of tyrosine residues at segments inside and outside of the TK domain. Then, the phosphorylated P-Tyr which is formed at the site of receptor, becomes a docking region for proteins that harbor phosphorylated tyrosine specific domains. Such proteins are SH2, phosphotyrosine-binding (PTB) and C2 .This signaling eventually leads to an increase of the number of glucose transporter 4 in the outer membrane of specific cells, and thus the increased reuptake of glucose from the blood (Boon 2009). Bibliography Alberts, B. et al., 2002. Molecular Biology of the Cell,   Ã‚   Black, D.L., 2000. Protein Diversity from Alternative Splicing: A Challenge for Bioinformatics and Post-Genome Biology. Cell, 103(3), pp.367-370. Available at: http://www.sciencedirect.com/science/article/pii/S0092867400001288. Boon, E.M., 2009. Biochemistry of Signal Transduction and Regulation, Available at: http://www.journals.uchicago.edu/doi/10.1086/603489. Cooper, G., 2000. The Cell: A Molecular Approach 2nd editio., Sunderland (MA): Sinauer Associates. Available at: https://www.ncbi.nlm.nih.gov/books/NBK9833/. Fredriksson, R. et al., 2003. The G-protein-coupled receptors in the human genome form five main families. Phylogenetic analysis, paralogon groups, and fingerprints. Molecular pharmacology, 63(6), pp.1256-72. Hirose, K. Amos, L.A., 2012. Handbook of Dynein. In Handbook of Dynein. pp. 12-16. Hyman, S. et al., 2009. Molecular Neuropharmacology: A Foundation for Clinical Neuroscience, Second Edition. In Molecular Neuropharmacology: A Foundation for Clinical Neuroscience (2nd ed.). pp. 265-266. Available at: https://www.amazon.com/Molecular-Neuropharmacology-Foundation-Clinical-Neuroscience/dp/0071481273. Kobilka, B.K., 2007. G protein coupled receptor structure and activation. Biochimica et biophysica acta, 1768(4), pp.794-807. Available at: http://www.ncbi.nlm.nih.gov/pubmed/17188232%5Cnhttp://www.pubmedcentral.nih.gov/articlerender.fcgi?artid=PMC1876727. Latchman, D., 2007. Gene Regulation, Available at: http://books.google.com/books?id=4x3ZzLNyfDsCpgis=1. Naik, P., 2015. Biochemistry, JP Medical Ltd. Purves, D. et al., 2001. Neuroscience. 2nd edition. Sinauer Associates. Available at: https://www.ncbi.nlm.nih.gov/books/NBK11166/. Wang, X., Pattison, J.S. Su, H., 2013. Posttranslational modification and quality control. Circulation Research, 112(2), pp.367-381. Wickens, M. et al., 2000. Translational control of gene expression. , 37(6), p.295.

Being A Good Father :: essays research papers

Being A Good Father   Ã‚  Ã‚  Ã‚  Ã‚  Although the essay â€Å"My Father’s Son† and the poem â€Å"my father’s son† written by the same author, Mel Donalson and have similar titles, they have different ways to express the son’s feeling of his father’s character, merit and devotion to his family. Both essay and poem’s main ideas center around affection and father’s commitment to his family. However, the poem only describes the cold weather and the father’s image in his regular life style without expression of the author’s deep feeling. It is understandable that the poem mainly expresses the author’s naà ¯ve character during his childhood. On the other hand, the essay is more detail in describing the author’s different feelings from his journey from boyhood to manhood. Unlike the poem, Donalson focuses on his life’s experience and development with his changeable attitude to father: from ungratefulness and contemp t to thankfulness and respect. Although both the poem and essay are different in form and narrator, they share the same elements and visual images to support the author’s message of respect between a father and son.   Ã‚  Ã‚  Ã‚  Ã‚  The author, Donalson, uses visual images in both the poem and essay to describe the respectable father whom the author had. He uses the word â€Å"gladiator† to describe his father. â€Å"Gladiator† literally means man trained to fight with weapons at public shows in an arena; however, it symbolizes his father’s courage and tolerance of hard-working environment. In the poem, the poet portrays his father as â€Å"dark and beautiful† and uses the phrases â€Å"broadness of his back,† and â€Å"a large dry hand† to describe his father. â€Å"Dark and beautiful† tells the reader that the author knows his father’s humble origin in the South but he still appreciates his father’s appearance. â€Å"Broadness of his back† shows his father is a strong and powerful man. All those merits of his father give reason that his father is a respectable man. In the essay, similar descriptions used to describe his f ather like â€Å"dark shadow moving against the white background,† â€Å"dark face hidden beneath a knit cap,† and â€Å"his giant steps.† Donalson emphasizes his father is a big and powerful man. His endurance and responsibility to his family really please the author. His father never did anything special besides â€Å"piling the Christmas gifts† and â€Å"covering the car insurance† to his son but he can still manage to endear himself to his family.   Ã‚  Ã‚  Ã‚  Ã‚  In contrast to the poem, Donalson uses limited omniscient narrator in his essay to reveal to the reader his deep feelings of respect to his father.

Goals :: essays papers

Goals In many people lives, there are many different interests. This mean that a person may give special attention to something that they love to do in life. In most cases, that person would work very hard to accomplish their hearts desire. However, a person may feel life has nothing to offer him, or her in this world; People who think this way are either ignorant or are deceiving themselves. In fact, everyone should want to have a purpose or a goal in life. My goal in life is to become a better person in everything I do. In order for me to do so, I must create steps to accomplish this. By doing so I would have to work hard to reach these goals. One of my interests is to become a professional singer. Pursuing this, I made several steps a head. I went to Erasmus Hall High School and majored in music. Professionally had my voice trained to hit various Octaves. I also sung with different types of groups and meet famous gospel artists. I would say that I'm on a great start having this as a career. These are just some of the steps that I've made so far in becoming a professional singer. Another career goal is to get a good paying job. I plan to use typing to help me accomplish this. It would also help me with PC programming and office skills. I am also learning how to build computers from scratch. A friend is teaching my husband and I how to build a computer. Besides my friend, I also read books and witch video tapes that explain how to build a computer. As you can see I have a number of different goals I want to accomplish; but I have to keep telling myself that I am one person, and I can only do but so many things at one time.

Free Macbeth Essays: Character, Language, Atmosphere and Irony :: Macbeth essays

Character, Language, Atmosphere and Irony in Macbeth What kind of people are the characters in this drama? How can we decide? Characters in Shakespearean drama are judged by (i) their actions; (ii) what others say of them (iii) what they themselves say in public (iv) by what they say in soliloquy, i.e. when thinking aloud or in 'asides' . We tend to judge people by their actions and by what they say in public, but these are not always a true reflection of the real character; people do not always reveal themselves to others, so we can only accept this evidence with reservation. In 'Macbeth' we learn that Duncan has been deceived by the first Thane of Cawdor whom he considered to have been "a gentleman on whom I built An absolute trust" yet who was guilty of treason. Again Lady Macbeth's words to Duncan, Act I, Sc. vi "Your servants ever Have theirs, themselves, and what is theirs, in compt, To make their audit at your highness' pleasure, Still to return your own", are spoken shortly after she has decided that he will be murdered. Only w hen they think aloud,(soliloquy), can we accept without reservation what they say. "In soliloquy lies truth". At the same time there are different interpretations of a soliloquy, and of the tone in which it is spoken. It all depends on the reader's attitude. It is a good approach to be open-minded, to attempt to look at both sides of the question, before arriving at a conclusion. Language In Macbeth Language Language is made up of words and sounds; it is concerned with creating effect by producing images and by placing words. It includes syntax, diction and even tone. Imagery involves the working of the senses, the vivid description of an odour, a melody, a visual picture, of taste or touch. Syntax refers to the order of words in a sentence, the length of sentences. It is associated with diction and imagery, e.g. in the use of inversion (changing the normal order of words often for emphasis), eclipses (omitting certain words) and antithesis (setting one word or idea against another with the object of heightening the effect of what is said). Diction is the writer's choice of words. The dramatist may use religious terms, technical terms, dialect, or may even create words. He may use multi-syllabic words, or monosyllabic words. The imagery in Shakespeare has been discussed elsewhere.

Job Rotation

Job rotation is the surest way of keeping the employee away from complacency and boredom of routine. It is difficult for an employee to sustain his interest in a given Job for any substantial length of time as humans have the tendency of outgrowing their jobs through the learning and experience that they gain over a period of time. Stimulating human mind through diversity of challenges is a sure way to bring to forefront its creative instincts and in taking the individual and organizational performance to a higher plane.This is where Job rotation can prove to be a handy tool. Job rotation involves the movement of employees through a range of jobs in order to increase interest and motivation. It can also be described as an approach to Management Development where an individual is moved through a schedule of assignments designed to give him/her a breadth of exposure to the entire operation. Job rotation can improve â€Å"multi-skilling† but also involves the need for greater tra ining. In a sense, Job rotation is similar to Job enlargement.This approach widens the activities of a worker by switching him or her around a range of work. For example, an administrative employee might spend part of the week looking after the reception area of a business, dealing with customers and enquiries. Some time might then be spent manning the company telephone switchboard and then inputting data onto a database. Job rotation may offer the advantage of making it easier to cover for absent colleagues, but it may also reduce' productivity as workers are initially unfamiliar with a new task.Job rotation is also practiced to allow qualified employees to gain more insights into the processes of a company, and to reduce boredom and increase job satisfaction through job variation. POTENTIAL OF JOB ROTATION A well planned Job rotation programme in an organization has immense potential of positive impact on job satisfaction/motivation, engagement and finally on retention of employee s. Few of the outcomes of job rotation with respect to the individual are: †¢ †¢ †¢ †¢Job enrichment Overall development Intrinsic motivation to perform caused by newer challenges Career development BENEFITS OF JOB ROTATION For an organization, the benefits could include some or all of the following: †¢ †¢ †¢ †¢ Leadership development Aligning competencies with organizational requirements Lower attrition rates Performance improvement driven by unique view points of new people THE PRACTICE OF JOB ROTATION Today, in the industry, Job rotation is viewed â€Å"as just another transfer† rather than as an important tool for implementing HR strategy of the company.Job rotation has become a ritual at best, without any focus on the outcomes that can be achieved through a little planning and implementation effort. Today, Job rotation is a means of punishing poor performers, settling scores arising from organizational politics, or going through pe rcentage rotation scheme, where a certain percentage of employees in a certain area are shifted to pre-designated areas every year. REALIZING THE POTENTIAL OF JOB ROTATION In order to realize the true potential of Job rotation, there must be a planned system in place with the policy taking into account, †¢ †¢ †¢ †¢ †¢Organizational interest – employee commitment, attrition rates, specific business issues etc. Eligibility of the employees – qualification, prior experience, aptitude, attitude etc. Nature – mandatory or voluntary Duration Basis of selection etc. In the absence of aspects brought out above, there is every possibility that the seriousness with which Job rotation scheme is implemented in the company may get diluted and become a cause of sagging employee motivation.JOB ROTATIONS AT DIFFERENT LEVELS OF MANAGEMENT At the senior management levels, job rotation – frequently referred to as Management rotation, is tightly link ed with Succession Planning – developing a pool of people capable of stepping into an existing job. Here the goal is to provide learning experiences which facilitate changes in thinking and perspective equivalent to the â€Å"horizon† of the level of the succession planning. For job rotations at this level, it is absolutely necessary that the business problems in various areas are identified. This calls for the active involvement of top management to select most suitable people to be shifted rom their current jobs to tackle the challenges at hand by considering individual attributes already described above. This will not only provide an insight for the future leaders in various aspects of the business but also will enhance their confidence levels as they solve these critical problems for the organization. In many cases, senior managers seem unwilling to risk instability in their units by moving qualified people from jobs where the lower level manager is being successfu l and reflecting positively on the actions of the senior manager.It is however important to note that Job rotation at this level is less frequent as workers who fall under this category are already at the strategic stages and peak of their career. Job rotation at junior and middle level executives may be pivoted around their strengths and attributes and the future roles expected of them. Focus must be on exposure in all related areas of his domain of expertise, so that as they grow to higher rungs of the management, they have an overall experience of their domain.For this level, job rotation has normally one of two purposes: Promotability or Skill Enhancement although at Middle Management, Succession planning also becomes one of the purposes of job rotation. Job rotations for workers must include aspects related to work environment, also along with other individual attributes already explained, so that it adds to his satisfaction derived from balanced distribution of work load, work ing conditions and learning opportunities.Done this way job rotation gets aligned with career development, leadership development and employee satisfaction which would finally result in higher levels of intrinsic motivation among the employees and hence may contribute in retaining talent. WHY IS JOB ROTATION IMPORTANT? Job Rotation is seen as a possible solution to two significant challenges faced by business: (1) Skills shortages [when there is a lack of skilled individuals in the workforce] and Skills gaps [when there is a lack of skills in a company’s existing workforce which may still be found in the labour force as a whole]. (2) Employee motivation

World Without

After day at work, Montage arrives at his house to find Mildred passed out and unresponsive. He calls for an ambulance and her stomach Is pumped. Montage confronts Mildred in the morning: â€Å"Yes,' he said. ‘l wanted to talk to you. ‘ He paused. You took all the pills in your bottle last night. ‘ ‘Oh, I wouldn't do that,' she said, surprised. ‘The bottle was empty. ‘ ‘I wouldn't do a thing Like that. Why would I do a thing like that? She said. ‘Maybe you took two pills and forgot and took two more and forgot again and took two more and were so dopey you kept right on until you had thirty or forty of them in you. ‘Heck,' he said, What would I want to go and do a silly thing like that for? † (Bradbury 19). Mildred is depressed and attempted to take her life. When confronted by her husband, she denies it. This is because the marriage lacks the communication and interaction that marriages need to survive. She will not express her feelings to her husband, so she only feels worse. Similarly, Montage cannot try to comfort Mildred because she will not talk. This leads to the fact that the world cannot function without social interaction. In Montage's world, people simply do not interact normally. This leads to a Vicious cycle of depression and isolation.Mildred started only slightly sad, but because she has no one to talk to, she dwells on the subject and becomes deeply depressed. This is normal occurrence in their world. Society is in such a poor state that people would rather kill themselves than talk to someone! This shows that people are depressed, and stay depressed, because they cannot communicate and interact. Alternatively, Montage comes to realize that society has no value for life. Montage's only true friend, Claries, reveals to Montage the terrible acts that are committed everyday: † ‘I'm afraid of children my own age. They kill each other.Did it always used to be that way? My uncle s ays no. Six of my friends have been shot in the last year alone. Ten of them died In car wrecks. I'm afraid of them and they don't Like me because I'm afraid'† (Bradbury 30). The way Claries says this makes It seem to be obvious to the whole world, but to Montage it is a revelation. He sees that the society has transformed into something where life is worth no more than the gas in the car that hits the body. The most basic unit of living has changed from morality to mortality. People are killed for no reason other than for the entertainment of others.In this society, the government Is killing all their enemies and that Is the cause of the devaluation of life. The public sees the mass destruction of life In the world, which killing. Simply killing someone would soon leave them board though, so they make up games where they kill innocent by-standers. This degradation of life causes people to not only not care about each other, but leads to them not caring about themselves. They see the fragility in their lives, which leads them to the question â€Å"If life can end so quickly, then why is life worth living? † Thus, the devaluation of life causes unhappiness in Montage world.Additionally, Montage realizes that the people are not sorry for their actions. Montage has Just read aloud an excerpt from a book, which are illegal to have. Milliard's friends are over and are appalled that Montage is reading this, so they start to tell him to stop. Montage responds with this:† ‘Go home. ‘ Montage fixed his eyes upon her, quietly. ‘Go home and think of your first husband divorced and your second husband killed in a Jet and your third husband blowing his brains out, go home and think of the dozen abortions you've had, go home and think of that and your damned cesarean sections, too, and your children who hate your guts!Go home and think how it all happened and what did you ever do to stop it? Go home, go home! ‘ he yelled. ‘Be fore I knock you down and kick you out of the door! ‘† (Bradbury 101). Montage sees that the world has no recognition of their actions anymore. He verbally abuses his wife's friend. He knows that if the world does not change then it will not improve. Montage knows that people have to show remorse for their actions. Montage is not above attacking someone to get reactions. The world does not reflect upon their actions because they are too centered on themselves, and not their effect on others.By seeing the effect of their actions, society could improve. However, since people will not reflect upon their actions, then society will worsen. This proves that society's lack of reflection is a factor in the depressive nature of Montage world. Finally, Montage understands that the world is unhappy even though it is full of niceties. First, he sees that the society needs to communicate better. Second, Montage learns that life is devalued. Third, he understands that people are not s orry for anything. In conclusion, Guy Montage realizes that his world has no Joy because society is missing key elements that guarantee happiness.