Compare the way a news story is presented in three different newspaper extracts Essay Example for Free

Compare the way a news story is presented in three different newspaper extracts Essay In this essay I will compare the way a news story is presented in three different newspaper extracts. Extract A is from The Times on Tuesday 4th September, extract B is also from The Times on Tuesday 4th September extract b is an editorial, extract c is from The Guardian G-2 on Friday 7th September extract c is a front page graphic. All three extracts cover the event that happened on Monday 3rd September between the Catholics and the Protestants. The incidents occurred when Catholics school children from Holy Cross Primary school began there new school year. The children had to walk in between barriers of armoured police, just to get to school. The incident started when republicans was accused of knocking over two men on ladders who were putting loyalists flags on lampposts out side Holy Cross Primary School before the marching season in June. In all three extracts there is a powerful opening statement to catch the readers attention, extract A uses a pun the young girls of the Holy Cross Primary School in Belfast began their new school year yesterday with a horrifying lesson in sectarian hatred. This is trying to say that in schools children are learning about hatred instead of being taught other lessons such as getting along with everyone regardless of whether they are Protestant or Catholic. Extract B also uses a powerful opening statement Northern Ireland has yet again shown its Gorgon-face of bigotry. This states that once again Northern Ireland has shown its monstrous side, whereas extract C states Why it takes the image of a child to wake the world this makes the reader to feel sorry for the children and is an rhetorical question. Extract A has a big, bold headline it states Children walk a gauntlet of Belfast hatred which makes the reader to want to read on. Extract B states Children in the middle this is also trying to get the attention of the reader, whereas extract C doesnt have a headline because it is a front-page graphic. Extract A uses a certain amount of emotive language to make the audience feel certain emotions. Extract A states screamed at not shouted at but screamed at, spat at use of abuse on children, sobbing uncontrollably this states that the children werent crying they were uncontrollably sobbing due to the riots. The emotive language in extract A has a certain effect on the audience, it makes the reader feel sympathetic towards the children. Extract B also uses a certain amount of emotive language using words such as Gorgon-face of bigotry and hideous spectacle. These words are usually associated with beasts, therefore this statement is trying to show that what is happening, should be considered as monstrous and that the victims of this monstrosity are innocent children. Surrounded and overwhelming are adjectives meaning that there is no way out for the victims, showing that the whole situation cannot be resolved. Extract B is an editorial and is the editors point of view not the facts. Extract C doesnt use a lot of emotive language mainly because it is a front-page graphic from a supplement.

Replication Of Human Pheromones :: Biology Essays Research Papers

Sexual Or Sexist? Replication Of Human Pheromones From the elixer in Love Potion Number Nine to the Orgasmatron in Orgazmo, the media reflect a popular fascination with the idea of an object that can control other people's sexual desires and behaviors. On a similar but dorkier note, I have occasionally heard at Haverford someone attribute a sexual "lucky streak" to the influence of pheromones. In our well-educated but socially awkward mind frame, we have hit on a more promising possibility than magic potions or radar guns. From the Greek for "excitement carrier", pheromones carry chemical messages between members of the same species (2). Present in many animals and often responsible for aspects of mating behavior, the idea of pheromones in humans has in recent years been a subject of interest. The idea of pheromone perception as a "sixth sense" is intriguing, as it means our behavior is influenced by input from outside stimuli that we cannot consciously perceive. Evidence points to the output by and influence on humans of natural ph eromones, and these pheromones are under attempt at imitation by commercial products. What are the possible ramifications of such developments? Experimental evidence also shows differences in the way men and women respond to pheromones, and the possible implications of these differences on gender roles is the aspect of human pheromone research that interests me most. These chemical signals are detected in the vomeronasal organ, or VNO, which is present in the noses of most species of vertebrates. In other mammals, the VNO is located in a longitudinal bulge at the base of either side of the nasal septum (4). Humans lack this bulge marking the position of the VNO, and although there are nerve bundles running from the human VNO to the brain, it is still unclear whether they contain actual sensory neurons or just autonomic nerves. Unlike that in animals, the human VNO does not have an obvious sensory epithelium; however, it contains cells that are considered to be bipolar receptor neurons. The human VNO is thought to be stimulated by airborne chemicals, as opposed to stimuli dissolved in mucus (3). Although most exploration of the possibilities of human pheromone perception has happened recently, scientists have known about the human VNO since 1703, when Dutch surgeon Roysch discovered it in the nose (2). Since then the VNO has been commonly thought to be present only in fetuses, disappearing over the course of prenatal development.

La Misma Luna Review

La Misma Luna review The first theme I think of when it comes to the movie La Misma Luna is big things come in small packages. Carlos is nine years old, yet he is determined to cross the Mexico border to find his mother. Most nine year olds are focusing on what picture they want to color next, not Carlos. I felt really touched by what Carlos is trying to accomplish. Carlos comes across many obstacles on his journey to his mother. He eventually comes across Enrique, who turns into his travel buddy, and saves him numerous times. I really admire Enrique for all he did for Carlos.Although he wanted to leave Carlos many times, Enrique stayed by his side, keeping him from danger. I feel like I am most like Enrique for the fact of how he helps Carlos. I am always helping people, whether I get along with them, or even like them, I’m always there to help. I also relate to Enrique because of his determination. He is just like Carlos, determined to find his mother (Carlos’. ) Toge ther they go through many struggles, sleeping on park benches, finding cheap easy jobs, barley making enough money to eat and sleep. But they will do whatever it takes to find her.I am determined like them when it comes to basketball. I am also willing to work as hard as I have to win, start, score, and play as much as I can. Enrique saved Carlos from danger numerous times. This brings me to my next theme, that you can do anything you put your mind to. When Carlos was working in the tomato factory, he almost got caught; and I was very frightened at this point. He didn’t think for a second he was going to get caught. He hid himself in crates of tomatoes and waited. All during the movie, whatever he puts his mind to, he does.The most obvious goal Carlos accomplished was finding his mother. He walked the streets of Los Angeles looking for the special corner, with the pizzeria, Laundromat, party store, and murals on sides of buildings. That is true determination. But this shows t rue courage of Enrique. He could have easily left Carlos behind, for him to get caught. But he didn’t and that is something to look up to. True friendship and courage is what makes this movie so special. Without Enrique staying beside Carlos, no matter how annoying he got the movie wouldn’t have been the same.Without Enrique, Carlos would probably have gotten kidnapped, or found by the police and sent back to Mexico. It’s true friendship for Enrique to throw his coffee at the police when they had a hold of Carlos. Carlos was then able to escape, but it was not the same for Enrique, and I have a feeling he knew that when he threw the cup. The significance of the title is that no matter the distance between Carlos and his mother, they were always close to each other. They are under the same moon no matter what.

Categorical Imperative - 2266 Words

categorical imperative n. In the ethical system of Immanuel Kant, an unconditional moral law that applies to all rational beings and is independent of any personal motive or desire QUICK FACTS * NAME: Immanuel Kant * OCCUPATION: Philosopher * BIRTH DATE: April 22, 1724 * DEATH DATE: February 12, 1804 * PLACE OF BIRTH: Kaliningrad (now Konigsburg), Russia * PLACE OF DEATH: Kaliningrad (now Konigsburg), Russia Profile Immanuel Kant was born on April 22, 1724, in Kaliningrad (now Konigsburg), Russia. While tutoring, he published science papers, including General Natural History and Theory of the Heavens in 1755. He spent the next 15 years as a metaphysics lecturer. In 1781, he published the first part of†¦show more content†¦In the Groundwork for the Metaphysics of Morals, once Kant has derived his categorical imperative he applies it to a number of examples. The second example and probably the most analysed is that of an unfaithful promise. Kant applies his imperative to a person who is short of money who intends to ask for a loan, promising to repay it, but with no intention of doing so. When Kant applies the categorical imperative to this situation he discovers that it leads to a contradiction, for if breaking promises were to become universal then no person would ever agree to a promise and promises would disappear. Kant connects rationality with morality, and sees contradictory behavi our as immoral. Some critics have argued that Kant never asserts the connection between rationality and morality, but most dismiss this and point out that Kant clearly explains how morality must be based upon reason and not upon desires. Rejection of Aristotle Especially important to Kant were the worksShow MoreRelatedcategorical imperative2232 Words   |  9 Pagesï » ¿Explain with examples, Kant s theory of the Categorical Imperative Kant believed that there is an objective moral law this meant, he did not depend on a point of view. If there is a moral law there is a duty to obey this law. To act morally, it is necessary to have a good will for example to help someone just because it would be the right thing to do in the certain situation. Morality is made up of categorical imperatives meaning that you should do something simply because they are theRead MoreKant And The Categorical Imperative1177 Words   |  5 Pagescontent of what they believed, they had latched onto a great need to promote ethical behavior, a need which still remained. It was in this context that Kant came up with the idea he called categorical imperative, which are commands you must follow, regardless of your desires. In Kant’s view, the categorical imperative is the voice of our rational selves, it’s what we all truly believe when we’re thinking sensibly, it’s the rule of our own intelligence gives us. We wil l discuss two of Kant’s formulations;Read MoreThe Ethics On Categorical Imperatives1999 Words   |  8 Pages KANTIANT ETHICS ON CATEGORICAL IMPERATIVES Nicole Vang Philosophy 3360: Business Ethics Ryan S. Hellmers June 8, 2015â€Æ' Immanuel Kant is one of the most important and hardest philosophers in history. Kant’s thinking of philosophy is based on human autonomy, the understanding of human and their reasons. An action of moral worth is not the aftermath by the action, but the motive behind it. He argues that the only motives for these reasons are from universal principles, leading to his famousRead More Kant’s Categorical Imperatives Essay978 Words   |  4 Pagesevaluate whether one’s actions are moral, we use many moral dilemmas. One of them is Kant’s categorical imperative. This essay presents Kant’s project of categorical imperative. Then, I will explain that rulers should appeal to Kant’s categorical imperative when making foreign policy decision. In order to support my point of view, I will give importance to the reasons of why rulers appeal to categorical imperative when making foreign policy, so I have two reasons for this. One of them is that states depend Read More Kant and the Categorical Imperative Essay897 Words   |  4 PagesKant and the Categorical Imperative Kant tried to develop a theory of ethics which relied on reason rather than emotion. While he was not anti-religious, he wanted an ethical system which was not clouded by religion, emotion or personal interpretation. He placed emphasis on motives behind an action rather than, like the Utilitarians, the consequences of an action. He believed that consequences were no guide to whether an action was moral or not. His theory is known asRead MoreThe Categorical Imperative And The Utilitarian Perspective935 Words   |  4 Pages1. Given these query results, do you have an ethical responsibility to do something? Consider both the categorical imperative and the utilitarian perspective. The query results clearly indicate the inequality, the most of the employees born in cites like California, Arizona, New Mexico, and Texas are getting fewer salaries than their job salary range. In this situation, we are ethically responsible for doing something about it, but it is not easy to know the decision we are making is right or wrongRead MoreEssay about Categorical Imperative1517 Words   |  7 PagesKant thinks that the basic moral principles of our society come from people’s rationality, and people must follow these principles unconditionally. These moral principles are the Categorical Imperative. Meanwhile, its common rules have different directions in society. To conclude these directions, it can be reflected from three different formulations. Among the three formulations, the first formulation of universal law has standout features in the maxim and the constraints about people’s behaviorsRead MoreCategorical Imperative By Immanuel Kant946 Words   |   4 Pagesable to choose the right moral path based on intellect regardless of religion or belief in a God. Immanuel Kant’s Categorical Imperative, arguably what he is best known for can be summed up for an argument for making the right moral decision, as if they applied to everyone equally. This can be done using a person’s sense of reason, and consideration for others. Likewise these imperatives are the moral obligations you need to follow, despite your desires. While applying this to religions, Kant believedRead More Kants Categorical Imperative Essay1537 Words   |  7 PagesKants Categorical Imperative Deontology is the ethical view that some actions are morally forbidden or permitted regardless of consequences. One of the most influential deontological philosophers in history is Immanuel Kant who developed the idea of the Categorical Imperative. Kant believed that the only thing of intrinsic moral worth is a good will. Kant says in his work Morality and Rationality â€Å"The good will is not good because of what it affects or accomplishes or because of it’s adequacyRead MoreCategorical Vs. Categorical Imperative1929 Words   |  8 Pages An imperative can be described as either a requirement or an order such as an assistant manager being told to take inventory or being told by a personal trainer to do fifty squats. All imperatives, no matter what it is, can either be hypothetical or categorical. A hypothetical imperative would be defining an action to be good if there is â€Å"a means to do something else†. (Landau-Kant 93) An example of a hypothetical imperative would be to do an action in order to achieve a specific result. On the

Essay On The Original Abbey - 1505 Words

The original abbey was a Chapter House, built in 1160. It was used by the canons as the place for business meetings and had stalls situated around the walls for seating; the canons would have met here in the morning, held services, be assigned tasks and be disciplined. Architecturally, it is Norman with the curved arches and is one of the only surviving original parts of the Abbey that would have included different rooms for the canons which governed their daily lives and a church. However, the eastern wall was rebuilt after the 1831 Bristol Riots, hence the modern windows. These windows now list the Abbots of the original monastery and the Deans of the Cathedral. The Chapter house is now a much more communal area and is used for community†¦show more content†¦Additionally, the chapel was not originally attached to the main building however it was eventually joined to the North Transept. The chapel contains lots of artwork, including the medieval tomb of Lady Margret Mortime r and Lord Maurice Berkeley, as well as the iconography of Saint Augustine of Hippo and local Saint Jordan. It is clear from the brickwork that the Elder Lady Chapel has been developed over time, the ceiling is noticeably different to the walls, which also differ from each other. Built in 1298 by Abbot Knowle was The East End ( Eastern Lady Chapel). It continues with the gothic architecture, very popular at the time and first introduced to the Abbey by Abbot David. The East End has large pointed windows which let light fill the space and is Englands largest hall church - this means all the ceilings are the same height, usually only the aisle ceilings are the same. There are also painted ceilings and painted designs, suggesting the Abbey was wealthy at the time. At the heart of the east end is the Choir, it is one of the most important and original works of the medieval era in Europe. It is at the center of the cathedral and was rebuilt by Abbot Knowle in the 14th Century, the choir stalls were later added by Abbot Elyot in the 16th Century. The current stalls date back to the 19th century but incorporate some of the 16th Century carvings, including the original misericords. these are located under the choir seats and were originallyShow MoreRelatedThe Differences Of John Keats And William Wordsworth1169 Words   |  5 Pagesâ€Å"Lines Composed a Few Miles above Tintern Abbey†, he shows this substitution through conceiving beauty and truth regardless of existence. Similarly, Keats, whom also is an expressivist, proves to be so by also showing beauty and truth in his poem, â€Å"Ode on a Grecian Urn† while creating infinity among the substituted presence. Before the rise of Romantics, there was order. It was believed that the entire universe had a fixed order. As Pope said in his poem â€Å"Essay on Criticism† he called it the â€Å"Vast ChainRead MoreThe Role and Significance of the Monastic Life in Medieval Christianity1654 Words   |  7 PagesThe Role and Significance of the Monastic Life in Medieval Christianity What is monasticism? The central and original role of the monastic life can be drawn from the meanings of the words monk and hermit. the word monk comes from the Greek word monaches which means solitary and hermit from heremites a desert dweller. The early monks and nuns were just that: men and women who fled the worldliness of urban life and the ethos of a church that was at the timeRead MoreIn Westminster Abbey Analysis1710 Words   |  7 PagesEssay: â€Å"In Westminster Abbey† â€Å"In Westminster Abbey† by John Betjeman is a poem that tells the story of a woman in a famous church in London and her prayer to the Lord. Each stanza in the poem contains something that the speaker wants from the Lord. And as one reads through the poem, a more keen understanding of the woman praying is formed, and it is likely drastically different from the original perception gained in the first two stanzas. In â€Å"In Westminster Abbey,† John Betjeman uses the speaker’sRead MoreAnswers to Some Critical Questions1718 Words   |  7 Pagesyour mind. (Browne 171). In American Earth, the Abbey notes that ¦. the absence of motorized tourists, who stay away by the millions. And they stay away because of the unpaved entrance road, the unflushable toilets in the campgrounds, and the fact that most of them have never even heard of Archest National Monument (416). This is clear omission and skewing of the data simply because there is no data to back this up, this is supposition, and Abbey does not include the reasons why tourists do visitRead More Millennial Themes in The Prelude and Mont Blanc Essay1534 Words   |  7 PagesThe types and symbols of eternity, Of first, and last, and midst, and without end. (VI. 566-572) The unity of God, man, and nature is of course a common theme in Wordsworths poetry, having been given equally memorable treatments in Tintern Abbey and elsewhere, but it was the seemingly paradoxical sentiment of this passage from The Prelude that made such a strong impression on me. As John Beer points out in his article Romantic Apocalypses, Although traditionally the apocalypse and the millenniumRead MoreEssay about Biography f Rene Descartes864 Words   |  4 Pageslicensed degree in Law. In 1618, Descartes spent some time in the military where he was placed in a defense force of Maurice of Nassau, Dutch Republic. In 1622, Descartes came back to France. It was during this stay in Paris where he wrote his first essay called â€Å"Regulae ad Directionem Ingenii† also known as Rules For The Direction Of The Mind. In 1628, Rene moved to the Dutch Republic where he lived for over 20 years. During this time period, he learned more about mathematics, utilizing his spareRead MoreJoseph Franz Haydn Essays818 Words   |  4 PagesCathedral in Vienna, where he made an early living. He worked as a freelance musician, playing the violin and the keyboard instruments, accompanying for singing lessons given by the composer Porpora, who helped and encouraged him ( Boynick, 1). In this essay, I will discuss a brief overview of Joseph Haydns life. I will also talk about some of the pieces he has composed and how they changed music forever. In 1759 he was appointed music director to Count Morzin; but he soon moved, into service asRead MoreMacbeth, By William Shakespeare1220 Words   |  5 Pagesdirecting the film Macbeth, (Macbeth) and the essay will examine many aspects of the play including the main characters, personalities, themes as well as the important incidents in the film and the historical background. I have chosen Lady Macbeth as the main character for discussion. The 2010 film, saw Macbeth as Stalin and the weird sisters or witches were portrayed as nurses and then cooks. It was filmed in an abbey which retained some of the original scenes of Shakespeare’s play. The 2010 filmRead MoreThe Challenges Of Seamus Heaney1406 Words   |  6 PagesThis essay will analyse the challenges Seamus Heaney faced during the process of translation and writing, including his own conscious effort to make the play suitable for a modern audience. It will demonstrate how Heaney’s use of language and poetry aided in presenting modern ideas through the timbre of Irish/English diction and idiom in an attempt to make the play more ‘speakable’. Identifying features of Greek theatrical conventions and how Heaney used these to shape his play. Heaney also presentsRead More Analysis of The Strange Case of Dr. Jekyll and Mr. Hyde by Robert Louis Stevenson2888 Words   |  12 Pagesspirituality, and sociality of the story, it has remained, since 1886, a novella that according to the Reverend W. J. Dawson, gives Stevenson â€Å"a place apart, and high above all contemporaries, as an interpreter of the deepest things of the soul† (qtd. in Abbey 318). Not content to merely comment on the age of Victoria—i.e., the world about him—Stevenson has used the vehicle of Jekyll and Hyde to comment on the world within him, and within each of us, depicting the efforts of a scientist who separates

Red Bull Marketing Plan - 1809 Words

Table of Content Introduction 2 Executive Summary 2 Current Marketing Situation 2 Market Description 2 Benefits and Product features 2 Product Review 2 Competitive Review 3 Distribution Review 3 SWOT Analysis 3 Strengths 3 Weaknesses 3 Opportunities 3 Threats 3 Objective and Issues 4 Objectives 4 Issues 4 Marketing Strategy 4 Positioning 4 Product Strategy 4 Pricing Strategy 5 Distribution Strategy 5 Marketing Communication Strategy 5 Marketing Research 5 Marketing Organization 5 Action†¦show more content†¦SWOT ANALYSIS Strengths The strong marketing strategy, which is the â€Å"buzz-marketing† strategy, which we have, is one of its main strengths because Red Bull is becoming a wide known brand all over the world. Weaknesses Red Bull is an undifferentiated product from competition. A lot of energy drinks are similar to Red Bull and this may affect us. Also, a lot of other energy drinks prices are lower than Red Bull which puts Red Bull a step behind some other energy drinks. Opportunities Red Bull has a large market share in the energy drink market and it is one of the most popular energy drinks in the world, this may help us to increase the demand for the product and maybe develop a new product within the same brand. Threats The energy drink market is a growing market and a lot of companies are entering it as they have found it to be attractive and profitable. Some of these companies are growing rapidly and they present a threat to Red Bull. One of those companies that are getting stronger by time is Power Horse. OBJECTIVE AND ISSUES Objectives: We set some hard and ambitious but achievable objectives. Our objective is to increase our market share, which is about 60% into 75% in two years and to maximize our profits. After that, we are aiming to introduce a new category of our energy drink into the market. Issues: our main issue is competition and this is why we should increase our marketing strategies to keep our brand image and to drive awayShow MoreRelatedRed Bull Marketing Plan2846 Words   |  12 PagesRed Bull Marketing Plan Introduction Red Bull, the iconic pioneer of the late 20th century energy drink movement, is enormously successful and popular. Everyone has had days where a cup of coffee seems woefully inadequate, and beverages such as Red Bull â€Å"give you wings†, as their slogan promises, and offer a refreshing lift to help people conquer their overfilled schedules and endless meetings. However, with only one flavor and a seemingly narrow target demographic, is Red Bull really capitalizingRead MoreRed Bull Marketing Plan7856 Words   |  32 PagesHow Red Bull woke up the teen market It looks (and tastes) like medicine, but it still conquered the soft drinks trade. Now the edgy pick-me-up is moving into the grown-up world of motor racing. John Arlidge reports reddit this John Arlidge The Observer, Sunday 5 December 2004 Article history At this time of year fallen leaves shroud the carefully planned suburbs of Milton Keynes. Mist drifts in from the fields. The posh car firms - Mercedes, Volkswagen, Audi - whose UK head offices ringRead MoreRed Bull s Marketing Plan1079 Words   |  5 Pagesworld of Red Bull, a world where anything is possible through high levels of caffeine consumption. Don’t believe wingsuiting down a mountain, parkouring the Grand Canyon or breaking the speed of sound while freefalling from the stratosphere is plausible? If rational and conventional thinking dictates everyday life then the answer is simply no. Although Red Bull strives to genuinely identify with consumers, the company endorses an idealistic world. The main focus of Red Bull’s marketing plan revolvesRead MoreMarketing Plan For Red Bull Gmbh3864 Words   |  16 PagesMARKETING PLAN: RED BULL Company Red Bull GmbH Brand/Product/Service: Red Bull Prepared by: Group 5A Anoop Kamboj I Deepak Tamak I Harshraj Pethraj Mehta I Amit Simant I Ranjit Kaur Chandel OVERVIEW Red Bull was introduced for the first time in 1987 by Dietrich Mateschitz in Austria. The launch of Red Bull gave birth to a whole new product category of energy drinks. It is sold in over 166 countries all over the world, and more than 40 billion cans have been sold till now. It uses the famousRead MoreDirect Marketing with Red Bull!1369 Words   |  6 PagesIntroduction How should Red Bull market its brand in the future? I think, although Red Bull has been extremely successful in the past, times have changed and the company and products should change with it, otherwise we probably lose market share to the tremendous increased number of competitors in no time.At the height of early mornings and late nights, Red Bull energy drink became the fuel of choice for people from all walks of life. So how is Red Bull marketing its brand to meet the changing needsRead MoreRed Bull Company Analysis1061 Words   |  5 PagesOrganizational Analysis Red Bull is an energy drink sold by Austrian company Red Bull GmbH, created in 1987. Red Bull is the most popular energy drink in the world, with 4.5 billion cans sold each year. Austrian entrepreneur Dietrich Mateschitz founded   Red Bull GmbH in a partnership with Chaleo Yoovidhya. After the product was introduced the consumption doubled year by year in Austria, so the company decided to introduce Red Bull in first foreign  markets. Those markets includedRead MoreRed Bulls Market1604 Words   |  7 PagesA Bull s Market - the marketing of Red Bull energy drink Red Bull, Austria s biggest export since Arnold Schwarzenegger, has methodically created and dominated the energy drink category much in the way players of the board game Risk would defeat their opponents. Dietrich Mateschitz, the owner of Red Bull International, created the highly caffeinated beverage in 1987. Five years later, the drink spread into neighboring countries like Hungary and Slovenia, followed by Germany and Switzerland.Read MoreRed Bull993 Words   |  4 PagesRed bull is the worlds oldest and most successful energy drink brands. In 1966, Red Bull was born in Thailand as a kind of vitamin energy drink, and then Austrian entrepreneur  Dietrich Mateschitz  was inspired by this pre-existing energy drink and took this idea, modified the ingredients to suit the tastes of westerners. Now it has more than 40 years of history so far with excellent quality and good reputation, Red Bull drinks are sold in more than 140 countries and regions around the world, rankRead MoreRe dbull Branding Strategy1207 Words   |  5 Pagestowards the purchase of intended products. Market segmentation is the basis for marketing strategy development. A company needs to design the right strategies to develop the relationships between its products to right consumers. Case section In terms of Red bull, the demographic and psychographic segmentation strategies are applied in their product design and branding approach. A key component of Red Bull’s global success is that it takes social variables into account on a global scaleRead MoreRed Bull: the Drink for Generation Y970 Words   |  4 Pages1. What is the marketing mix for Red Bull? What markets does Red Bull attempt to reach? How do marketing mix elements and target markets combine to form the firm’s marketing strategy? The marketing mix for Red Bull consists of the following: Product: Energy drink Price: $1.99 (premium) Distribution: Across clubs and similar outlets, mass merchandisers Marketing Communication: Word-of-mouth to television advertising Red Bull attempts to reach extremists, sports enthusiasts

Biomedical Science Focused on the Diagnosis and Therapy

Question: Compare the immunohistochemistry with next generation sequencing in regards to cholorectal cancer, in which biomarkers and other aspects are to be explained. The cases are present on an histology interface look through Patxl for the login details. navigate through the interface and the histology slides, and are to be screen captured in high quality, in the tabs on the left with noting for the scale and zoom, and be used as example to demonstrate points across. Answer: Summary This portfolio has been focused on the diagnosis and therapy of colorectal cancer with the consideration of patient case studies. In recent reports, it has noted by World Health Organization (WHO) that, there will be 1.477.402 new colorectal cancers in 2015, along with 752.731 deaths (Cunningham et al. 2014). In this portfolio, the diagnostic and therapeutic processes have been focused. The initial diagnosis with MRI and PET scan and final diagnosis with biopsies, H E, IHC and molecular testing has been discussed. In this portfolio, the importance of these diagnostic processes for determining the appropriate therapeutic combinations was discussed (Diaz et al. 2012). The genetic and molecular basis and origin of colorectal cancer as well as staging process has been discussed. Discussion The discussion is mainly based on colorectal cancer or colorectal adenocarcinoma. There are two patients, who are the major concern of this discussion. The immunohistochemistry and next generation sequencing is two important diagnostic tool and these are used for diagnosing the root or reason of colon cancer. The sequencing technologies are more advanced technologies and are very useful for identifying genetic mutations in signaling pathways by comparing with the wild-type genetic sequencing, thereby confirming cancer (Diaz-Rubio et al. 2012). The discussion will include the knowledge of the molecular basis of colorectal cancer development, therapeutic and prevention strategies with the use of example colorectal case studies. In the case scenario, two cases have been discussing. In one case, the patient is a 65 years old male patient had a change of his bowel habit as well as rectal bleeding. The patient had a history of prostate cancer. The patient was diagnosed with the adenocarcinoma and at his age, he is expected to develop colorectal cancer. It is because report suggested that, 95% of colorectal cancer occurs after 50 years of age (Kressner et al. 2011). The gastroenterologist examined the abdomen and performed a rectal examination that was found to be unremarkable. The purpose if the rectal examination was to ensure the origin of patients symptoms including changed bowel and rectal bleeding. It has been found that, 15% of colorectal cancers have a family history of inherited disease including adenomatosis polyps, Lynch syndrome, anal fissures etc. (Liao et al. 2012). Therefore, rectal examination helps to identify the origin of the disease symptoms. However, in this case, the patient might be subjected to radiotherapy for treating prostate cancer. Therefore, the mucosal lesion can be the caused due to irradiation. In the next stage, the CT scan was performed for more in-depth investigation. The scan found a tumor in recto-sigmoid colon along with a small-uncharacterized nodule in liver. After an initial diagnosis of the tumor through CT scan, the characteristic of tumor cells should be confirmed, whether the tumor is benign or malignant (Meyerhardt and Mayer 2011). For ensuring the nature of the tumor, the biopsy was done, as a final diagnosis of cancer. One technique for confirming the metastasis of malignant tissues is the PET scan and biopsy of the liver, thereby directing the way of management. The PET scan helps to provide information about the nature of liver nodule. In PET scan, no suspicious areas were identified, but the lesion appeared as hot. In PET scan, the areas that show hot have a tendency to consist malignant cells. Usually, the malignant cells can metabolize glucose faster than the normal cells and these areas appear as hot in PET scan. However, these are not a true indicator of malignancy. The liver nodule, in this case, appeared as hot'. Thus, to confirm the malignancy, MDT recommended liver biopsy based on morphology and lineage markers (Misale et al. 2012). The HE (haemotoxylin and eosin) test confirmed the malignant nature of liver nodule. Therefore, the liver nodule was a suspect for malignancy. The liver MRI is performed for characterizing the liver lesion. The MRI will also help to determine the respectability of the hepatic lesion; that is if the liver lesion is considered as resectable or not. In this scenario, the patient showed the resectable tumor . As the tumor identified as resectable, the resection of the primary tumor was recommended. Before resection, the tumor stage should be diagnosed as Dukes or TNM classification. The TNM staging system provides the evaluation of tumor involvement of nodes and organ metastasis. The patients tumor was identified to be in the stage pT3 N1 M1 (Schoen et al. 2012). The stage defined the nature of the malignant tumor and metastasis. T3 provides the information that cancer has grown through the whole colon or rectum wall; N1 provides the information that cancer has been found in 1-3 lymph nodes and M1 indicates cancer is found in the distant organ. Therefore, it can be said that, in this patient, the TNM classification indicated the metastasis of cancer. Another important diagnostic tool is immunohistochemistry with lineage biomarker assessment. For this patient, the CK antibodies those are the antibodies against keratins (K), were used as lineage biomarker (Scott et al. 2012). The keratins are filaments found in epithelial cells. There are 20 different keratins found and present as heterodimers including type A and type B. The presence of different types of keratin depends specifically upon the cellular lineage and composition of the tissue. The K7 is found to be expressed in biliary cells or liver. On the other hand, the K20 is expressed in the cells of the intestinal and gastric mucosa. Therefore, the immunohistochemistry is an important tool providing confirm an indication of metastasis if CK20 is found in liver biopsies that might be brought in the liver tissue through metastasis (Sinicrope and Sargent 2012). As the patien t had a history of prostate cancer, the presence of biomarker lineage PSA would also be tested. The negative CK20 provides evidence against the primary hepatocellular carcinoma. However, the presence of CDX2 was found that is highly specific for intestinal adenocarcinomas. Therefore, the immunohistochemistry found the origin of CRC as metastasis. Figure: Control (L) and Liver core Bx (IHC, CK 20) (Source: Sui et al. 2014) The doctor suggested the adjuvant therapy for this patient after the resection of the colon with hepatic metastasis. However, in the case of drug choice for targeted adjuvant therapy, molecular testing is important, for which the next generation sequencing is an efficient tool for identifying the genetic mutation, it identifies if the genes become active, missing or changed, undergoing a mutation. It is also important for selecting therapies based on the origin and nature of malignancy. The H E staining in biopsy is important for identifying morphological changes in tissue. The H E staining biopsy found the presence of invasive adenocarcinoma; the cancerous cells are found at the center (Tejpar et al. 2012). Figure: H E Staining: Rectosigmoid adenocarcinoma (Source: Vale et al. 2012) The classical adjuvant therapy of CRC metastasis includes 5-flurouracil (5-FU) and leucovorin along with oxaliplatin or irinotecan in a combination. More specific drug include the anti-epidermal growth factor receptor antibodies like panitumumab and cetuximab, anti-vascular endothelial growth factor-A antibody including bevacizumab and anti-angiogenic compounds like aflibercept and regorafenib (Vanneman et al. 2012). However, selection of drug is important for successful treatment that is based on evaluating the origin of cancer that can be confirmed with only molecular testing. The H E staining can confirm the tumor malignancy through its morphology and it cannot identify the molecular basis of cancer-based on which the therapy would be recommended, however, molecular testing is the most appropriate test for confirming the molecular origin of malignancy. Through next generation sequencing, the KRAS mutation was found in the patient. It is very important in therapy because, in KRAS and NRAS mutation, anti-EGFR drugs will not be applicable. Figure: Prognosis of Colorectal Cancer (Source: Watanabe et al. 2012) The Kras gene is a molecular switch when it is turned on; it activates the proteins necessary for the proliferation of receptors and growth factors signals including c-Raf and PI 3-kinase. It also upregulates glucose transporter, thus, the patient's lesion showed as hot' in PET scan. It is a proto-oncogene and a single amino acid substitution can transform the protein leading to malignancy. In this patient case, molecular testing revealed p. G12C (GlyCys) GGTTGT The gene is involved in the canonical pathway of CRC carcinogenesis including chromosome instability (Zauber et al. 2012). The kras helps to couple the EGFR with intracellular cascade, thereby activating the downward cascade and stimulates cell proliferation of colonic epithelium. In this pathway, the kras mutation activates the some downward signaling which causes rapid chromosomal gain or loss, while combined with inactivation of APC tumor-suppressor gene, thereby leading to aneuploidy or loss of heterozygosity. Figure: Next Generation Sequencing (NGS) testing for KRAS mutation (Source: Saltz et al. 2011) In some studies, it has been found that a protein of KRAS pathway, BRAF mutation also contributes in 5-10% CRC cases. BRAF and NRAS are two players in KRAS pathway and mutation of these genes activates RAS-RAF-MAPK pathways, downstream of EGFR. This is why NRAS and BRAF were tested for the case study patient (Saltz et al. 2011). Figure: Prognosis of Colorectal Cancer inn KRAS signaling pathway (Source: Zauber et al. 2012) The patient can be treated with Bevacizumab, an mAb targeting VEGF-A, an angiogenic factor, as the drug is a reliable therapeutic option for patients with RAS family mutation and therefore, it will be suitable for the case study patient. In addition, Regorafenib is a tyrosin kinase inhibitor that can block VEGF receptor and a third line treatment of mCRC. Therefore, these can be effective for the patient. The patient was treated with a combination of 5-fluorouracil, leucovorin and oxaliplatin. The in vitro animal and clinical studies provided showed that p53 is required for responding to 5-FU based chemotherapies. It study by Sui et al. (2014) provided the fact that; 5-FU causes aberrant autophagy in the p53 mutant cells. Research also showed that JNK activation as well as phosphorylation of Bcl-2 induces 5-FU induced autophagy. Bcl-2 is phosphorylated by p53mutation, thereby resulting in 5-FU resistance. This research has several impact upon the case study results. Figure: KRAS mutation and anti-EGFR therapy (Source: Sinicrope and Sargent 2012) In this case, the 65-years old patient failed to respond against the 5-FU, leucovorin and oxaliplatin and the malignant cells metastasized to liver and lung. It might be due to the simulations p53 mutation of cancerous tissue, thereby making those cells 5-FU resistant. Another case study, the patient is 75-years old female, who has prostate cancer in before. In this case, the patient has been diagnosed with Dukes A stage of colorectal carcinoma. According to the TNM classification, cancer has grown into a thick muscular layer of the colon or rectum and there was no spread in lymph nodes and no metastasis. Thus, no resection of the colon was needed. The histological staging found moderately differential adenocarcinoma (Meyerhardt and Mayer 2011). The patient was treated with 5-FU, leucovorin and oxaliplatin, but developed liver and lung metastasis. Therefore, this patient was also indicating the p53 mutation. Immunohistochemistry method for detecting p53 expression in the malignant tissue. The natural history of CRC should be understood for diagnostic and therapeutic approaches. Some genes are related to heredity like the genes of Axin2, POLD and TGFR2, inhibition of which predispose the risk of CRC (Iacopetta et al. 2013). Excessive red meat and alcohol consumption enhance the risk. Inflammatory bowel disease is another risk factor of CRC-related to heredity. However, according to the somatic mutation theory of cancer, cancer is caused by mutation of somatic cells, rather than germ cells through the nonlethal mutation related to the increased proliferation of mutant cells. There was no family history of cancer of the patient. Therefore, in the case scenario of 65-years old patient, radiation of colon during the treatment of prostate cancer might be the reason of KRAS mutation. Overview The major focus of the portfolio was to discuss the diagnostic and therapeutic measures of colorectal cancer. This portfolio helped to build sufficient understanding of the genetic and molecular mechanism of the origination of cancer and prognosis of cancer. The portfolio helped to develop knowledge on the particular diagnostic tools for the specific stage of cancer. The focus of this portfolio is colorectal cancer or adenocarcinoma (Kressner et al. 2011). The portfolio also highlighted the knowledge of cancer staging based on two tools, the TNM system and Dukes classification. The portfolio included the comparison of the histological and molecular diagnostic processes. For the patient, the primary diagnosis included the CT scan and rectal examination through PET scan (Diaz-Rubio et al. 2012). The patient was diagnosed with the rectosigmoid tumor. However, the final diagnosis was done with H E and IHC biopsy. These tests are reliable enough for determining the presence and morphological appearance of the tumor and malignancy. However, it has also been revealed that the molecular testing is important for confirming the origin of the malignancy. The MRI test helped in defining the lesion. The patient was also diagnosed with the small nodule in liver and PET scan was useful for indicating the risk of malignancy of that nodule. The HE confirmed the malignant tissue in that nodule. The patients tumor was resectable (Iacopetta 2013). At this point, it was revealed from the portfolio that the diagnosis is needed before resection of cancerous tissue to know the status of the tissue, whether the resection is suitable or not. However, the molecular testing is needed for identifying which gene is involved in the development of cancer and which internal pathway has been disturbed. It is important for selecting the correct therapeutic pathway. For molecular testing, the next generation sequencing was followed, KRAS, NRAS and BRAF were tested and a point mutation was found in KRAS gene sequence. This diagnostic finding directed the therapeutic pathway for the patient. The common anti-EGRF drugs are not applicable to the patients having this kind of mutation. Therefore, the portfolio highlighted the importance of molecular testing and H E testing over H E testing alone (Meyerhardt and Mayer 2011). The molecular biomarkers were also tested, like CK20 and CK7, as these markers are lineage specific and any abnormality in their location can indicate cancer occurrence. Therefore, these findings are also helpful in directing the cancer treatment. Besides the KRAS mutation, the importance of p53 mutation was also analyzed through this case study, as the patient failed to response the combined adjuvant therapy including 5-FU, thereby indicating the possibility of p53 m utation (Iacopetta et al. 2013). This portfolio analyzed another case study of a patient with moderately differentiated adenocarcinoma, for this patient no resection was recommended. At this point, the significance of staging process of cancer is revealed. From the study, new possible cancer therapies can be discussed including the therapies targeting cancer stem cells, some self-renewal pathways like Wnt, PTEN and Hedgehog with human monoclonal antibodies. However, it has been revealed that most of the CRCs originate from benign tumors, thus the focus of the research can also be diverted toward the development of new and more efficient screening procedures for early cancer detection (Cunningham et al. 2014). 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