Mary Shelley vs. Frankenstein Essay Example for Free

Mary Shelley vs. Frankenstein Essay In the novel Frankenstein by Mary Shelley, the author relates her life to the events that happened in the book. Certain events in her life led her to write the horror story that eerie, rainy night at Lord Byrons mansion in London. Mary Shelley experienced many tragedies and losses. Writing a novel like Frankenstein was her way of mourning and dealing with her grief. Her environment also had an effect on her for it inspired her to write the way she did, why she did, and why she wrote it in the first place. Mary Shelley had a desire, a wish, a craving for something she hasnt experienced and probably never will motherhood. Writing Frankenstein made her feel the power of creation and that she can take care of others. She spreads the lesson that if we dont take care of something that needs that attention, it can lead to things we dont like. From the beginning, it was a failure. When Mary Shelley was born, her mother, Mary Wollestonecraft the well-known woman who wrote A Vindication of the Rights of Woman died during labor. Mary Shelley never really had a mother figure around. Her father, William Godwin, on the other hand, was always busy with business and writings that all she would do is sit around whenever her father had meetings with his fellow writers. Mary Shelley grew up in the dawn of the British Industrial Age. Britain was one of the first nations to industrialize. It was a time for the advance in technology and new things. This era could have had an effect on Mary Shelley by influencing her to use electricity and water to create the monster that Frankenstein created. It wasnt only technology that was affected during the Industrial Revolution. Social patterns started changing too. The population boomed and new social classes appeared. There were gaps between levels of society and the upper class usually looked down on everyone else. Reading Wollenstonecrafts Maria and The Rights of Woman, Godwins Memoirs of her mother or his Political Justice, undoubtedly provided intellectual justification for Mary Shelleys defiance of social values. 1 Mary Shelley was surrounded by workers for reforms, philosophers, a changing social climate, and even the feminist movements that her own mother started, and this caused her to write the social gaps between characters in her novel, Frankenstein. Women werent allowed to write before either. Her mother and other feminists who worked to be as equal as the men in society had influenced her and made her try to show the world that she, too, like any other men, can write a good novel. Mary Shelley ran away with a married man, Percy B. Shelley, to France when she was only 19 years old. Percy B. Shelley was one of her fathers friends and doing this caused her father to refuse to communicate with her for the next two and a half years. She traveled all around Europe, seeing many people and things. Percy B. Shelley impregnated her, and there was times that he left her all alone since had business to do. Mary Shelley wrote many journals. She was excited to have a baby. In February of 1815, she finally gave birth to her first child, Clara. She was two months premature and soon died early the following month. Later on after that, Mary Shelley kept attempting to have children but they kept dying. She longed to be a mother but all her attempts failed. She became depressed because of this. One summer night in 1816, Mary Shelley and many other philosophers and writers came to Lord Byrons house in London. They couldnt go outside because of the heavy rain so Lord Byron decided to have a contest on who can write the best horror story. Later that night, Mary Shelley had a dream. She wrote in her journal, I saw the pale student of unhallowed arts kneeling beside the thing he had put together. I saw the hideous phantasm of a man stretched out, then, on the working of some powerful engine, show signs of life His success would terrify the artist; he would rush away hope that this thing would subside into dead matter he opens his eyes; behold the horrid thing stands at his bedside, opening his curtains 2 This of course, is the main concept of her novel which she called, Frankenstein. There are many events in Frankenstein that are related to Mary Shelleys own life. For example, she named the first child to die in the novel William. Mary Shelley had a son who died from malaria when he was only three years old. His name was also William. Coincidence? Maybe. But there were more of these relations. During inclement weather on a family vacation, Frankenstein happens upon the writings of Cornelius Agrippa, and is immediately fired with the longing to penetrate the secrets of life and death. Similarly it was during a wet, ungenial summer in Switzerland that Mary, Shelley, Byron and several others picked up a volume of ghost stories and decided to write [ ]3 It took Victor Frankenstein a while and first researched about how to create a life. He gathered many materials and received information from many of his professors. His mother was dying and he couldnt accept the fact that one day life just passes someone by. He wanted to create life and this was what Mary Shelley desired also. She had suffered many losses and tragedies; first and foremost she lost her mother, then all those babies she lost. She wanted to create life also play God. Mary Shelley had radical views and strict outlooks on society. She saw that leaving a person alone just because they were different was wrong. Mary Shelley was a caring person and she wanted to show love to all. When she eloped with Percy B. Shelley, she was misunderstood and became an outcast for she was seen as one of those. She understood how the monster in her novel felt and she could relate a lot to it. The monster in the novel says that all he wanted was some love and he would have been better. It seemed as if Mary Shelley spoke through the monster in the novel. Frankenstein, in other words, can be read as the story of the experience of writing Frankenstein. What is at stake in Marys introduction as well as in the novel is the description of a primal sense of creation. 4 Writing Frankenstein was more like writing an autobiography of Mary Shelleys life. She put so many evens in her life into the novel that it could have been her own life story, except that she made it more interesting and more horrific. She expressed her grief and pain through the words of the novel. Citations Page 1. Poovey, Mary. My Hideous Progeny: The Lady and the Monster. Page 81 2. http://www. kimwoodbirdge. com/maryshel/summer. shtml 3. Johnson, Barbara. My Monster / My Self. Page 62 4. Johnson, Barbara. My Monster / My Self. 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Marketing Plan and Analysis of Shaving Cream

Marketing Plan and Analysis of Shaving Cream The shaving cream Introduction :- Shaving cream is a substance that is applied to the face or wherever else hair grows, to provide lubrication and avoid razor burn during shaving. Shaving cream is often bought in a spray can, but can also be purchased in tubs or tubes. Shaving cream in a can is commonly dispensed as a foam or a gel. Creams that are in tubes or tubs are commonly used with a shaving brush to produce a rich lather The cream itself commonly consists of a mixture of oil, soaps, surfactants, and water or alcohol, manufactured under carefully controlled conditions to ensure proper pH and consistency. Introduction to topic:- In this term paper my topic is shaving cream. In this I prepare the IMC plan for the shaving cream and analysis various competitors and develop various strategies to promote this brand. Various steps taken by me to promote by product are shown below:- Situational analysis. Determine opportunity. Determining communication objectives. Decide about budget. Develop IMC strategies to promote my product. Vision of the company The companys vision is to build total brand value by innovating to deliver consumer value and customer relationship faster, better and more effectively than its competitors. This vision statement has led to the development and introduction of various newer products especially in male division and adoption of a more customer oriented approach. Provide better quality products with affordable prices. Basic strategies of AYRULITTE:- Innovate. Heavy promotions and advertising. Brand extensions. Launching innovative and superior products. Events Sponsorship (cricket, soccer, tennis) IMC plan:- (Integrated Marketing Communication) IMC has become a very popular trend at present time. It is a management concept that brings together all the tools of marketing communication to send consistent message to target audience. Consumers wants and needs should be the main focus of the program. Steps comes under IMC planning Situational Analysis:- Before launching our product we have need to collect some information about the current market situation means what trend is going on in the market and what is preference of the customers at present their taste etc. Situational analysis provides a history of the IMC functions and an assessment of the environment. Several factors must be considered in the situational analysis. The company or organization for which the IMC plan is being created must be analyzed. The environment in which this organization operates must be understood and detailed. A market and consumer behavior analysis must be completed. Further, you must understand the competitors. External Environment analysis:- In which we analysis about the polices of Government for launching this product. In which analysis that The Governments continued focus on liberalization; trade friendly policies and improvement in infrastructure have resulted in a steady inflow of global investments into the Indian market which has again resulted in higher income levels due to increased employment opportunities and sustained economic boom. Thus, it can be said that due to higher income elasticity of demand, demand for personal grooming products are expected to grow at a rate higher than the rise in income levels of people. However, since the market is still driven largely by price and not quality (typically in rural markets and smaller towns), consumers might not value the potential benefit of paying higher prices for better and safer products. Competitors Analysis:- As i am introducing new brand of shaving cream so it is very necessary for me to collect the information about my competitors and about their products and their competitive strategies .so major competitors in this sector are shown below. Competitors analysis COLGATE PALMOLIVE : Colgate-Palmolive has three products in the shaving cream/gel/foam segment. Palmolive shaving creams are enriched with revitalizing sea minerals, this rich formula refreshes skin and protects against razor irritation. They are formulated with soothing Aloe-Vera, this rich foam is mild on skin and helps guard against irritation. One variant is a creamy formula featuring palm extract to hydrate and moisturize skin. This cream in a long thin tube is very easy to use. As you just put onto your face and use your shaver and it will get all your stubbles of your face leaving it nice and smooth The Price of each of these products is mentioned with size of the pack in the table below GODREJ:- Godrej is the domestic brand of shaving cream for Indian market. Recently Godrej has invested heavily for the expansion in this market. They have bought a shaving cream manufacturing and marketing company in South Africa and are looking forward to some other alliances for the presence in global market. The shaving cream from Godrej is among the lowest priced shaving cream in the market. It is targeting the price sensitive customer in the Indian market. But the quality of the product is satisfactory in spite of its near about half the price than its competitors. Although, variants are few in terms of size, fragrance and packaging, it is still in the shopping list of many consumers. Godrej is a domestic brand of shaving cream and now it is looking to expand in the global. Audience situation Before launching any product we have analysis who are our customers and other factors like their income criteria as my product is my product is shaving cream. we are focusing on every class people, so, we will be providing services on the basis of their status. Each class people have their own way of living according to their income . so we will provide services according their income, taste, preference. Product situation:- Involves what is the quality of our product and product benefits to the customers, why peoples buy this product. Following steps comes under it. Quality of the product is very important factor for customer it over comes the problem why they buy this shaving cream so we maintain the quality of the shaving cream according to the set standards of the government and we are provide superior quality product at affordable prices. Packaging another point for tapping the customer is to design the out look(packing) of the product in this way customer attract towards it. This is clear from the AYRULITTE after shave packing SWOT ANALYSIS:- Strength Better quality Special formulation Affordable price Effective promotion strategy weakness New in market. Poor distribution challenge. Mainly focused on youth. Opportunity:- Large market High growth Constant demand Can be produce various related product aftershave Threats Tough competition from market leaders Bargaining power of suppliers New entrance Large number of substitute products available Determine a problem or opportunity: After situational analysis next step is to identify the problem or opportunities concerning communications To understand the buying intention of shaving cream and foam users and analyze the effect of non-attribute factors. To understand the brand loyalty of customers towards shaving cream/foam/gel Identify the parameters that play the most important role in a consumers choice of buying shaving cream/gel. Main objective for determine opportunity:- What is the inter-brand recall of shaving cream/gel/foam brands and their existing image in the consumers mind? What is the effect of non-attribute factors on the purchasing decision of shaving gel/foam? How strong is the brand loyalty of customers towards shaving cream/gel/foam? What are the factors that play the most important role in a consumers choice of buying shaving cream/gel/foam? Determine the communication objectives Communication objectives flow from marketing objectives. As we are new entrant in the market there for my main communication objectives are shown below. To aware peoples about over the new brand giving better quality products with reasonable prices. Creating image in the mind of the customers by using proper media. (Advertising, news paper) Sales promotion. Budget analysis:- The very important step for a company is to prepare a budget to estimate about their expenses and how much cost we are incur in which involves all the expenses on advertisement to promote the product. I have plan to invest Rs. 20cr. And its detail showed below. Promotion IMC strategies:- After deciding about Budget we have to plan how our message is convey to the target audience for that we have to follow certain things like Target audience: means to whom this product is target for that firstly we have to analysis about Market segmentation, Targeting, Positioning (STP) Segmentation:- Market segmentation is the process of dividing a total market into market groups consisting of people who have relative similar product needs, there are clusters of needs. The method of identifying a group of consumers, within abrader market, that has similar characteristics and needs. Segments can be identified by examining demographic Psychographic, and behavioral differences. In the shaving cream market there exist different categories of customers who have different needs and are willing to pay different amount for the product that meets their demand. Introduction of shaving cream would help AYRULITTE identify the needs of the customers and take advantage of the segment which has not yet been targeted by the company. Price sensitivity, importance of attributes, point of purchase decision makers and customers influenced by additional features are the factors on which we will segment the shaving cream market. Market segmentation according to geographical areas. The population of the country is segmented into three parts which are urban, sub urban and rural area consumers. The company further differentiate the geographical segments according to Socio Economic Cluster (SEC) i.e. education and Income. Targeting:- Targeting means to which segment we are targeting means in segmentation we are divide market into different categories out of these to segment this shaving cream focus. The target market has been identified as the customers who are concerned about the attributes of the shaving cream but are not willing to shift from the current price band to a higher price band As we know urban and sub urban middle class and rural poor people are the largest part of Indian population. Acc. To a research in India reveals that urban rich people are more likely to buy imported and expensive products. Moreover rural poor people tend to buy cheap products even without evaluating its quality. However urban and sub urban upper middle and middle class people tend to buy affordable and quality products. AYRULITTE shaving cream is not a highly expensive but an affordable product. That is why the company targets urban and sub urban upper middle and middle class people who are the second highest population of segment of the country. Positioning:- Positioning refers to how customers think about proposed and/or present brands in a market. In which we analysis how customers thinks about offerings in the market. As we are new entrant in this sector there is intense competition provide by competitors so For creating good position in the buyers mind through better product attributes, price and quality, offering the product in a different way than the competitors do. The company offers improved quality of products in the industry at an affordable price with high branding, which ultimately helps to position the product in the buyers mind as the best quality shaving creams. A great positioning strategy adapted by AYRULITTE shaving cream reference to its packaging, fragrances and product designing. For men having AYRULITTE image. Mainly focus on youth. In saloons hairdressers So we can say that positioning means creating image in the mind of the customer. Thats why at first we analysis the market and after that apply positioning strategy. As shown below firstly we have to prepare Marketing plan and set marketing objective and strategies. The IMC model consists with marketing Mix elements communication mix elements. MARKETING MIX:- As shown above in IMC model integrated marketing consists with the 4 marketing mix elements which are also known as 4ps of marketing these are shown below. Product Price Place Promotion PRODUCT :- Involve various products in which company deals AYRULITTE has a range of shaving products for different types of skins and user requirements. AYRULITTE is manufactured by imported raw materials like sodium soap, glycerol and different extracts according to flavors. Taking into account the convenience of its customers, the company manufactures all flavors of shaving cream in three different sizes, 40gm, 80gm and 120gm. PRODUCT RANGE:- Shaving cream Shave gel Foam After shave cooling gel After-shave balm splash Price :- Price is main thing which we have to decide to for tapping our customer we have affordable pricing strategy at which every segment of the population by it. Prices of the products are set according to the competitors. AYRULITTE has 6 product variants of shaving gel/foam for the Indian market. PLACE: Place refers to the distribution network from where customers buy these products. The distribution network of AYRULITTE is very robust. The distribution network is a combination of own network and that of a franchisee from the customers buy the products. The distribution network follows a hub .The hubs are the 20 cities. These cities are managed by the exclusive distributors in those cities. Every city has only one franchisee distributor. Each franchisee distributor has his own set of employees working for him. The distributor also manages his own fleet costs to supply to the retailers. Distribution Distribution Network:- PROMOTION:- As we know promotion is the main part for the success of any company so I am mainly focus on this part AYRULITTE has extensive promotion campaign for the Indian market. Promotion may be defined as the co-ordination of all seller initiated efforts to set up channels of information and persuasion to facilitate the scale of a good or service. Promotion is most often intended to be a supporting component in a marketing mix. Promotion decision must be integrated and co-ordinate with the rest of the marketing mix, particularly product/brand decisions, so that it may Effectively support an entire marketing mix strategy. The promotion mix consists of four basic elements. They are:- Advertising Personal Selling Sales Promotion, and Publicity Advertising is the paid form of promotion Advertisement is a mass communicating of information Newspapers and magazines. On radio and television broadcasts Direct mail Web site. By sponsorship. ADVERTISEMENT ON TV:- The advertisement that I have chosen is AYRULITTE shaving cream It urges its customers to look thought the practical, easy and confident usage of product. The copy itself says the very imp moments .i.e. Marriage play imp role and anybody would want it to happen without any hassle. The usage of product which is hassle free and very convenient conveyed thought this commercial very effectively with the help of little humor in to it. Any common man can identify connect himself with message and the way its been presented to him. Other strategies Push Approach: We would offer pack 5 razors with AYRULITTE Shaving Cream (Priced at Rs 50) weight 80gm. This strategy helps to take intention of the customer towards the products. And with help of this we will create brand image in the mind of the customers. Pull Approach: Our advertisement has to entice the target consumer the aspiring consumer who comes from the middle and lower middle class and gives importance to attributes but is also price sensitive. Our target consumer is widespread throughout the country- rural, urban. From over advertisement we show this will helps us to enhance awareness of over product through out the country.

Properties of Zeolites as Cataystics

Properties of Zeolites as Cataystics 1.0 INTRODUCTION TO ZEOLITES Zeolites are crystalline aluminosilicates, composed of TO4 tetrahedra (T = Si, Al) with O atoms connecting neighbouring tetrahedral, that contain pores and cavities of molecular dimensions (Breck, 1974). Many occur as natural minerals, but it is the synthetic varieties which are among the most widely used sorbents, catalysts and ion-exchange materials in the world (Barrer, 1982). The channels are large enough to allow the passage of guest species. In the hydrated phases, dehydration occurs at temperatures mostly below about 400 °C and is largely reversible. The framework may be interrupted by (OH, F) groups: these occupy a tetrahedron apex that is not shared with adjacent tetrahedra. Zeolites are different from other porous hydrates, as they retain their structural integrity upon loss of water. The Structure Commission of the International Zeolite Association identifies each framework with a three-letter mnemonic code (Baerlocher et al., 2001) e.g. Amicite- GSI; Faujasite- FAU etc. 1.1 IMPORTANCE OF GREEN PROCESSES In the chemical industry, the acceptability of a process is not only governed by cost and yield but in terms of eco-friendliness and pollution abatement. Choosing a more efficient catalytic route has greatly improved the efficiency of chemical processes. Green chemistry has been defined as the design of chemical products and processes in order to reduce or eliminate the generation of hazardous substances (Armor, 1999). The principles of green chemistry listed by Armor (1999) employs future approaches to new chemical processes. It includes: efficient use of raw materials, energy efficiency, use of biodegradable products and other subtle features. 2.0 HISTORICAL DEVELOPMENT OF ZEOLITES 2.1 NATURAL ZEOLITES Research in the field of zeolite science and technology made its first steps with natural zeolites and was mostly focused on natural zeolites until the beginning of the 1950s. The history of zeolites began in 1756 when Swedish mineralogist A.F. Cronstedt discovered the first zeolite mineral, stilbite when studying its apparent properties discovered its strange behaviour upon heating although there is no certain proof of its identity. The term ‘zeolite was coined from two Greek words, ‘zeo (to boil) and ‘lithos (stone). On the contrary, the first zeolite, chabazite, described by Bosch DAntic in 1792 has clear evidence in literature. Several other zeolites were discovered in the following years and around 1850, only about 20 zeolite types were reported in mineralogy books, including analcime, brewsterite, chabazite, edingtonite, epistilbite, faujasite, gismondine, gmelinite, harmotome, heulandite, laumontite, levyne, mesolite, natrolite, phillipsite, scolecite, stilbi te, and thomsonite. Starting from the middle of the 19th century until about 1975, there was a moderate increment in the number of zeolites discovered (about one new type every 6-7 years) and a clear acceleration in the last twenty five-thirty years. About 40 natural zeolites are known (Tschernich, 1992). Most zeolites known to occur in nature are of lower Si/Al ratios, since organic structure-directing agents necessary for formation of siliceous zeolites are absent. Sometimes natural zeolites are found as large single crystals, though are very difficult to make in the laboratory. The catalytic activity of natural zeolites is limited by their impurities and low surface areas. However, interests in natural zeolites shifted towards zeolite synthesis and synthetic materials, as they offered a series of advantages such as wider versatility, more open frameworks( for adsorption and catalysis),and quality in constitution and chemistry. As a result, research on natural zeolites, was mainly devoted to ion exchange process which was discovered around 1850 (Thompson, 1850; Way, 1850). Few years later, Eichhorn observed that chabazite and natrolite behaved as reversible ion exchangers. In the early decades of the 20th century, ion exchange selectivity of a variety of zeolites for peculiar cations, e.g., ammonium was performed (Barrer, 1950) and starting from the end of the 1950s, found uses in various sectors of environmental relevance, e.g., treatment of wastewaters and soil rebuilding and remediation. The most recent frontier in the application of natural zeolites is in the field of life sciences. One of the drawbacks of natural zeolite research for application purposes is due to the limited availability of zeolite as it is a precious mineral, compared to the synthetic counterparts which could be mass produced at a lower cost (Colella, 2005). 2.1.1 Formation The pathway of natural zeolite formation is similar to the laboratory synthesis of zeolite. Zeolite nucleation, crystallisation and crystal growth take place as a result of slow to fast cooling of warm to hot magmas(of volcanic origin), which are basic, oversaturated in silicate and aluminate species and contain alkaline and/or alkali-earth cations. hot fluid + volcanic ash oversaturated basic magma zeolite crystals {solution + gel) The magma is obtained via hydrolysis of the original glassy material and is responsible for the tetrahedral coordination of aluminium and together with silicon. The main factors responsible for the structural formation are temperature, chemistry of the ash and the chemical composition of the resulting solution. Gel is formed along the process but is however not directly connected to nucleation and growth, as there is evidence that zeolite nuclei form from the oversaturated solution at the glass shards / solution interface (Aiello et al., 1980). Temperature and time are two factors which differentiate natural zeolitisation from laboratory synthesis. 2.1.2 Physico-chemical properties i.Cation exchange: The ion exchange properties of natural zeolites depend on their chemistry which ismainly in terms of selectivity. Selectivity depends on the framework topology, ion size and shape, charge density on the anionic framework, ion valence and electrolyte concentration in the aqueous phase (Barrer et al., 1978). ii.Reactions with alkalis: Oncein alkaline environments, zeolites become unstable as they tend to transform, similarlyto glassy systems, into more stable phases, usually into other framework silicates (Goto and Sand, 1988). The interaction of zeolite-rich materials with Ca(OH)2 give rise to calcium silicates and aluminates, which upon hydration are able to harden in both aerial and aqueous environments. This behaviour makes them to be known as pozzolanic materials Thermal properties: Heating of zeolite powder induces physical and chemical changes, which have been shown to include water loss (which causes expansion on heating), decomposition and gas evolution, phase transition, structure breakdown, re-crystallisation, melting etc (Colella, 1998). This property enables zeolite tuff stones to display good sound-proofing and heat insulation and serve as good building materials. Depending on zeolite nature, chemical composition and rock constitution, the tuff expands as a result of quick heating at temperatures of 1250 °C or above, inadvertently followed by a rapid quenching to room temperature. 2.2 SYNTHETIC ZEOLITES Early work could be traced back to the claimed synthesis of levynite by St Claire Deville in 1862 as there were no reliable methods for fully identifying and characterising the products. The origin of zeolite synthesis however, evolved from the work of Richard Barrer and Robert Milton which commenced in the late 1940s. The first synthetic zeolite unknown as a natural mineral later found to have the KFI structure (Baerlocher et al., 2001 ) was discovered by Barrer when investigating the conversion of known mineral phases under the action of strong salt solutions at fairly high temperatures (ca. 170-270  °C). Robert Milton was the first person to use freshly precipitated aluminosilicate gels to carry out reactions under milder conditions. This led to the discovery of zeolites A and X (Milton et al., 1989). Initially, the synthesis of zeolites required the use of only inorganic reactants but was however expanded in 1961 to include quaternary ammonium cations leading to the discovery o f silica-rich phases (high-silica zeolites). Subsequently, more synthetic zeolites have been discovered (Baerlocher et al., 2001), as well as zeolite-like or zeolite-related materials (Szostak, 1989) known as zeotypes- represented by microporous alumino- and gallo phosphates (AlPO4s and GaPO4s) and titanosilicates. Studies on understanding zeolite synthesis have continued to be carried out upto the present day (Table 1). This has been due to discoveries of new materials, advances in synthetic procedures, innovations in theoretical modelling methods and, especially, by the development of new techniques for the investigation of reaction mechanisms and the characterisation of products. Table 1: Evolution of materials development in the zeolite field ‘‘Low Si/Al zeolites (1-1.5) A, X ‘‘Intermediate Si/Al zeolites (f2-5) A) Natural zeolites: erionite, chabazite, clinoptilolite, Mordenite Synthetic zeolites: Y, L, large-pore mordenite, omega ‘‘High Si/Al zeolites (ËÅ"10-100) By thermochemical framework modification: highly silicious variants of Y, mordenite, erionite By direct synthesis: ZSM-5, Silicate Silica molecular sieves silicalite Source: Flanigen (1980) 2.2.1 Mechanism of Hydrothermal Synthesis Experimental observations of a typical hydrothermal zeolite synthesis Due to its chemical reactivity and low cost, amorphous and oxide-like Si and Al which make up the microporous framework are mixed with a cation source usually, in a basic water-based medium. The resulting aqueous mixture is then heated in a sealed autoclave at above 100ËšC allowing the reactants to remain amorphous for sometime (induction period) after which crystalline zeolites are detected (Figure 2). Gradually, an approximately equal mass of zeolite crystals which is recovered by filtration, washing and drying replaces all the amorphous materials (Cundy and Cox, 2005).The bond type created in the crystalline zeolite product (e.g. zeolite A or ZSM-5) which contains Si-O-Al linkages is similar to that present in its precursor oxides, therefore the enthalpy change is not great. This process reduces nucleation rates, thereby forming larger crystals. Reactivity of the gel, temperature and pH affect the rate of zeolite formation as an increase in pH and temperature leads to increase in the rate of formation of zeolite crystals. In their mother liquors, the zeolitic phases are metastable, thereby transforming the initial zeolite into an undesired thermodynamically more stable phase (Ullmann, 2002). 2.2.3 Synthesis from Clay minerals Kaolin and metakaolin (calcining kaolin at 500-700 °C) are two important clays used for the production of the zeolites NaA, NaX, and NaY (Breck, 1974; Barrer, 1978) because binder-free extrudates and granules which offer advantages in adsorption technology are produced. 2Al2Si2O5(OH)4 2Al2Si2O7+4H2O Kaolin Metakaolin Depending on the zeolite, the clay is shaped and, SiO2and seed crystals are added and while in the preformed shape, the zeolite crystallises. Alternatively, zeolite is formed when the binder component of metakaolin undergoes hydrothermal treatment with sodium hydroxide solution (Goytisolo et al., 1973; Chi and Hoffman, 1977). Using ultrasonic radiation, reaction rate is enhanced and there is energy saving and lower production cost due to lower temperatures. This process is less often used as it could cause odor of the product due to impurities present in clay e.g. iron 2.2.2 Industrial Zeolite Synthesis Zeolite synthesis is an extremely broad area of research and due to differences in the preparation of each zeolite type, two representative zeolite types, TPA-ZSM-5 and zeolite Na-A, are chosen for a more detailed presentation of the synthesis {Table 2} (Jansen, 2001). Table 2: Synthesis mixtures, physical chemical properties of the representative zeolites Molar oxide ratio Na-A TPA-ZSM-5 SiO2 1 1 Al2O3 0.5 Na2O 1 0.16 H2O 17 49 TPA2O 0.3 T (ËšC) > 150 Physical Chemical properties Pore arrangements 3D, cages connected via windows 2D, intersecting channels Bronsted activity low High Affinity hydrophilic Hydrophobic Pore volume (cm3/g) 0.37 0.18 Source: Jansen (2001) The composition of zeolite product can be expressed by the cation type and its overall Si/Al ratio. In the preparation of zeolite, nucleation is the rate determining step which is influenced by a range of factors dependent on the temperature of the reaction mixture. Low Temperature Reaction Mixture: Here, the reaction mixture is prepared at low temperature, At high pH, condensation occurs when the nucleophilic deprotonated silanol group on monomeric neutral species is attacked (Figure 5). The acidity of the silanol group depends on the number and type of substituents on the silicon-atom (Jansen, 2001). Temperature raise of the reaction mixture from High Temperature Reaction Mixture: At this temperature, zeolites are formed from amorphous material which involves, reorganisation of the low temperature synthesis mixture, nucleation and precipitation (crystallisation). During the induction period, gel and species in solution rearrange from a continuous changing phase of monomers and clusters which disappears through hydrolysis and condensation, in which nucleation occurs (Jansen, 2001). The process particles become stable and nuclei forms, followed by crystallisation which could occur in metastable solid, highly dispersed or dense gel forms. Product quality, reaction time and yield influence efficient production of zeolites by optimising their composition. 2.2.2 Secondary Synthesis Methods Catalytic or adsorbent properties that cannot be achieved by direct synthesis utilise post-synthesis (secondary) treatments to increase catalytic activity, shape selectivity or porosity and thermal/hydrothermal stability. Dealumination and ion exchange are used to carry out these modifications. Dealumination The zeolite structure is selectively dealuminated by acid solutions, washing out aluminium out of the crystal, as was observed for zeolite A. However, for higher silica containing materials (clinoptilolite), a fully decationated structure is produced after continuous acid treatment. The metal ion is replaced with H3O+ followed by (Al+3 + H3O+) removal, generating a hydroxyl nest. Aluminium is removed from the framework but not the crystal by hydrothermal dealumination. The heterogeneity in the concentration of the framework and non-framework of aluminium depends on the type of modification used. Hydrothermal treatment causes the amorphous aluminium to collect on the crystal surface which through fluorosilicate treatment can reduce aluminium centred acid sites. Often, a secondary pore system is generated and hydroxyl nests can be annealed. In order to enhance the catalytic properties as well as stability, silicon, aluminium and other metal ions are introduced into the framework (Szostak, 2001). Other methods of producing thermally and hydrothermally stable cracking catalysts include: use of EDTA, SiCl4 vapor, and (NH4)2SiF6. Acid mediated dealumination process via aluminium extraction and generation of hydroxyl nest (Szostak, 2001) Ion Exchange This is an important technique in pore-size engineering for the production of zeolitic adsorbents (Breck, 1974). Ion exchange used in the production of Brà ¸nsted acid sites has major importance in the synthesis of solid acid catalysts (Ullmann, 2002). Ion exchange can be achieved also, for certain intermediate-silica and high-silica zeolites (e.g., mordenite) by treatment with mineral acids although involves the risk of dealuminating the zeolite framework (McDaniel and Maher, 1976). An indirect route via an ion exchange with ammonium salt solutions must be followed, producing the â€Å"ammonium form† calcined at ca. 400 °C to liberate ammonia and give the hydrogen form (Ullmann, 2002). When cations to be exchanged are positioned inaccessible cages, a sieve effect is produced. pH is an important factor in ion exchanging of highly charged transition metal ions in order to prevent metal hydroxide precipitation especially at low pH. 2.3 CHARACTERISATION OF ZEOLITES In order to determine the relationships between the physical and physicochemical as well as sorptive and catalytic properties of zeolites, it is important to know the structural, chemical and catalytic characteristics of zeolites. Several standard techniques are employed in zeolite characterisation. The most common of which is X-ray diffraction used in determining the structure and purity of zeolites. Others include: x-ray fluorescence spectroscopy (XRF) or atomic absorption spectrometry, used to analyze elemental composition, sorption analysis to study the pore system, IR-spectroscopy, typically using adsorbed probe molecules to characterize the acid sites, scanning electron microscopy (SEM), for determining the size and morphology of zeolite crystallites, high-resolution transmission electron microscopy (HRTEM), nuclear magnetic resonance (NMR) spectroscopy, temperature programme desorption (TPD) and many others (Schà ¼th, 2005). 3.0 GENERAL APPLICATIONS OF ZEOLITES Zeolites are used primarily in 3 major applications: ion-exchange, adsorbents, and catalysts. Natural zeolites play an important role in bulk mineral applications. Adsorbent applications: Common adsorbent applications focus on removal of small polar molecules and bulk separations, by more aluminous zeolites and based on molecular sieving processes respectively (Table 3). Table 3: Zeolite commercial applications as adsorbents Purification Bulk separations Drying: natural gas (including LNG), cracking gas (ethylene plants), refrigerant Normal/iso-paraffin separation, Xylene separation CO2 removal: natural gas, flue gas (CO2 + N2) cryogenic air separation plants Olefin separation, Separation of organic solvents Pollution abatement: removal of Hg, NOx, SO Separation of amino acids, n-nitrosoamines Sweetening of natural gas and liquefied petroleum gas Separation of CO2, SO2, NH3 Source: Flanigen (1980). Catalyst applications: Zeolites have the greatest use in catalytic cracking. They also play a role in hydroisomerisation, hydrocracking and aromatics processing. The strong acidity of zeolites plays a role in hydrocarbon processing. Asides this, they are finding increasing use in synthesis of fine chemicals and organic intermediates in isomerisation reactions, nucleophilic substitution and addition etc. Table 4: Zeolite applications in Catalysis Inorganic reactions: H2S oxidation, NO reduction of NH3, CO oxidation, reduction Hydrocarbon conversion: Alkylation, Cracking Organic reactions: Aromatization (C4 hydrocarbons), Aromatics (disproportionation, hydroalkylation, hydrogenation, hydroxylation, nitration, etc.) Dehydration Epoxidation Beckman rearrangement (cyclohexanone to caprolactam) Methanol to gasoline Chlorofluorocarbon decomposition Shape-selective reforming Source: Flanigen (1980); Galarneau et al (2001). Ion-exchange applications: Zeolite properties are directly exploited in several applications such as in the detergent industry, where zeolites are used for water softening or ‘building, animal food supplementation and in the treatment of wastewater (Townsend and Coker, 2001). Zeolite A has selectivity for Ca2+, thereby providing a unique advantage. Also, natural zeolites can be used to remove of Cs+ and Sr 2+radioisotopes through ion-exchange (Payra and Dutta, 2003). Table 5: Applications and advantages of Ion-exchange Applications Advantage Metals removal and recovery High selectivities for various metals Removal of Cs+ and Sr2+ Stable to ionizing radiation Detergent builder zeolite A, zeolite X (ZB-100, ZB-300) Remove Ca2+ and Mg2+ by selective exchange, no environmental problem Ion exchange fertilizers Exchange with plant nutrients such as NH4+ and K+ with slow release in soil Source: Flanigen (1980) Other Applications: Zeolites also play important roles in health-related applications (such as antibacterial agents, vaccine adjuvants, drug delivery, bone formation, biosensors and enzyme mimetics), oil refining, and petrochemical processes. Zeolite powders are used for odor removal and as plastic additives. Zeolitic membranes offer the possibility of organic transformations and separations coupled into one unit (Payra and Dutta, 2003). 3.1 ZEOLITES AND THE ENVIRONMENT Nearly all applications of zeolites are driven by environmental concerns, from cleaning toxic (nuclear) wastes, to treatment of wastewater, thereby reducing pollution. Zeolites have now been used to replace harmful phosphate builders in powder detergents due to water pollution risks. Zeolite catalysts help to save energy as they make chemical processes more efficient, minimising un-necessary waste and by-products. When used as solid catalysts and redox catalysts/sorbents, they reduce the need for corrosive liquid acids and remove atmospheric pollutants, (such as engine exhaust gases and ozone-depleting CFCs) respectively (Bell, 2001). In wastewater, zeolites (clinoptilolite, mordenite) are used to remove ammonia and ammonium ions (Townsend and Coker, 2001), as well as heavy metal cations and transition metals. 3.2 ZEOLITE CATALYSTS IN GREEN CHEMISTRY Zeolite catalysts have contributed to the design and synthesis of novel materials and development of new methodologies in organic synthesis, displacing the conventional and waste generating reagents thereby maximising atom utilization and reducing waste generated (E-factor). Zeolites play an important role in acid-catalyzed reactions such as acylation, alkylation, isomerisation and condensation, cyclisation and electrophilic aromatic substitution. Acylation of aromatic substrates: used in fine chemicals manufacture although has proven unsuccessful in less reactive aromatic compounds due to adsorption imbalance, unless performed in vapor phase using H-ZSM-5 (Singh and Pandey, 1997). 4.0 CONCLUSION Due to the role zeolites play mainly as catalysts in the environment as well as in chemical industry, the efficiency of the zeolite catalysts has been greatly improved. The yield and selectivity of the zeolite process is quantitative and in addition, reduces energy requirements, capital costs and complexity of equipments. Over the years, the synthesis process of zeolites have encompassed the principles of green chemistry as described in the report which has included waste prevention, energy efficiency, fewer environmental impacts, safer solvents, renewable materials, process intensification, catalysis and reduction in capital cost. Though present techniques seem to apply some of the principles of green chemistry, further research is still being employed to improve the overall process. 3.0 REFERENCES Aiello, R., Colella, C., Casey, D. G. and Sand, L.B. 1980. In L.V.C. Rees, ed. Proc. 5th Int. Conf. on Zeolites. Heyden Son, London, U.K. pp. 49. Armor, J. N. Applied Catalysis A: 189 (1999) 153-162. Baerlocher, C., Meier, W.M., Holson, D. 2001. Atlas of Zeolite Framework Types. 5th ed. Amsterdam: Elsevier. Barrer, R. M. 1978.Zeolite and Clay Minerals as Sorbents and Molecular Sieves. Academic Press, London. Barrer, R.M. 1978. In L.B. Sand and F.A. Mumpton, eds. Natural Zeolites. Occurrence, Properties, Use. Pergamon Press, Elmsford, NY. pp. 385. Barrer, R.M. 1982. Hydrothermal Chemistry of Zeolites; Academic Press: London. Barrer, R.M. J. Chem. Soc. (1950) 2342. Bell, R.G. 2001. Zeolites. [Online]Available at http://www.bza.org/zeolites.html. [Accessed 1 May 2010]. Breck, D.W. 1974. Zeolite Molecular Sieves. New York: Wiley. Colella, C. 1998. In J. Ma. Rincon and M. Romero, eds. Characterization Techniques of Glasses and Ceramics. Springer-Verlag, Berlin Heidelberg, Germany. pp. 112. Colella, C. 2005. Natural zeolites. In J. Cejka and H. van Bekkum, eds.Stud Surf Sci Catal 157. Cundy, C. S., Cox, P. A. 2003 .The Hydrothermal Synthesis of Zeolites: History and Development from the Earliest Days to the Present Time. Chem. Rev.103, pp.663-701. Cundy, C.S. and Cox, P.A. 2005. The hydrothermal synthesis of zeolites: Precursors, intermediates and reaction mechanism. Microporous and Mesoporous Materials. 82, 1-78. Damour, A., Hebd, C. R. Seances Acad. Sci. 44 (1857), pp. 975; also Ann. Chim. Phys., 3rd series, 53 (1858), pp. 438 (in French). De Gennaro, M., Colella, C., Franco, E. and Stanzione, D. Neues Jahrb. Mineral.-Mon.hefte. H.4(1988)149. Flanigen, E.M. 1980. Pure Appl Chem 52:2191-2211. Galarneau, A., Di Renzo, F., Fajula, F., Vedrine, J. eds., 2001. Zeolites and Mesoporous Materials at the Dawn of the 21st Century. Stud Surf Sci Catal 135. Goto and L.B. Sand. 1988. In D. Kallo and H.S. Sherry, eds. Occurrence, Properties and Utilisations of Natural Zeolites. Akademiai Kiado, Budapest, Hungary. pp. 161. Jansen, J.C. 2001. The preparation of oxide molecular sieves: synthesis of zeolites. In H. Van Bekkum, E.M. Flanigen, P.A. Jacobs, J.C. Jansen, eds. Introduction to zeolite science and practice.2nd ed. Stud Surf Sci Catal 137. Lancaster, M. 2002. Green Chemistry: an introductory text. Cambridge: Royal society of chemistry. Ch.4. McDaniel, C.V., Maher, P.K. In J. A. Rabo, ed. Zeolite Chemistry and Catalysis. ACS Monogr.171(1976) pp.285 Milton, R.M. In M.L. Occelli, H.E. Robson, eds. Zeolite Synthesis. ACS Symp. Ser. 398 (1989) pp.1 Payra, P., Dutta, P.K. 2003. Zeolites: A Primer. In S.M. Auerbach, K. Carrado, P.K. Dutta, eds. Handbook of zeolite science and technology.New York: Marcel Dekker Inc. Ch.1. Schà ¼th, F. 2005. In J. Cejka and H. van Bekkum, eds. High-throughput experiments for synthesis and applications of zeolites. Stud Surf Sci Catal 157. Sheldon, R.A. 2000. A special topic issue on green chemistry: Atom efficiency and catalysis in organic synthesis. Pure Appl. Chem., 72(7), pp. 1233-1246. Singh, A. P., Pandey, A. K. J. Mol. Catal. A: Chemical 123(1997), 141 Szostak, R. 1989. Molecular Sieves Principles of Synthesis and Identification. 2nd Edition: Van Nostrand Reinhold, New York, Blackie, London. Thompson, H.S. J. Royal Agric. Soc. Engl. 11 (1850), pp. 68. Townsend, R.P., Coker, E.N. 2001. Ion exchange in zeolites. In H. Van Bekkum, E.M. Flanigen, P.A. Jacobs, J.C. Jansen, eds. Introduction to zeolite science and practice. 2nd ed. Stud Surf Sci Catal 137. Tschernich, R.W. 1992. Zeolites of the World. Phoenix: Geoscience Press. Ullmann: Encyclopaedia of Industrial Chemistry. 2002. Zeolites. Wiley Interscience. W.R. Grace Co., DE2707313, 1977 (C. W. Chi, G. H. Hoffman). W.R. Grace Co., US3906076, 1973 (J. A. Goytisolo, D. D. Chi, H. Lee). Way, J.T. J. Royal Agric. Soc. Engl. 11 (1850), pp. 313.

Message of Hope in East of Eden, Cannery Row, and The Grapes of Wrath E

Message of Hope in East of Eden, Cannery Row, and The Grapes of Wrath      Ã‚   When I look at Caleb Trask, I see a man from the book East of Eden to admire.   Although he was a man with many faults and shortcomings, and a man with an unnatural sense of cruelty, he was also a man who had a deep longing to be perfect and pleasing to his family, a man who craved his father's attention, and a man with a better heart than any other character in the book.   When I look at Mack I see a man with more soul and more kindness than any other person on Cannery Row.   He isn't ashamed of his poverty or life as a bum, and he embraces who he is, for all of the good and bad.   He goes to exhaustive lengths to give his friend, Doc, a party.   He is compelled to do this because he sees what Doc does for the people of the community, and he wishes to give him something in return.   That kind of spirit and gentleness cannot be bought with any amount of money.   When I look at Ma, in the novel, The Grapes of Wrath; never have I read of such a strong person, mal e or female, who so single-handedly kept her family together. While reading the book I became disheartened at what this woman had to endure and persevere through: death, family desertion, starvation, and sickness.   I was also encouraged by her. Ma was a role model of integrity, or rather, she was a reminder of the ease in which I live from day to day-she was the epitome of courage and diligence.   John Steinbeck uses three seemingly different characters to convey the same message, one of hope and perseverance.  Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  Ã‚     Ã‚  Ã‚  Ã‚   When I first read East of Eden, nothing about Cal Trask's personality or his mannerisms made him likable. He was introverted, cold, and hard.   I could not help but sense th... ...EINBECK(1902-1968).   San Jose State University.   17 Jan. 2001.   . Levant, Howard.   The Novels of John Steinbeck: a Critical Study.   Columbia: U of Missouri Press, 1974. Murray, Robert Davis, ed.   Steinbeck.   Englewood: Prentice-Hall, 1972. National Steinbeck Center.   Salinas, CA.   17 Jan. 2001.   . Steinbeck Country.   San Jose State University.   17 Jan. 2001.   . Trosow, Esther. John Steinbeck's Pacific Grove.   17 Jan. 2001.   . Trosow, Esther.   John Steinbeck's Biography.   17 Jan. 2001.  Ã‚  Ã‚   . Valjean, Nelson.   John Steinbeck: The Errant Knight.   San Francisco:   Chronicle Books, 1975.         

Essay --

Mara Salvatrucha Mara Salvatrucha, otherwise known as â€Å"MS-13,† is quite possibly one of the most well known and most notorious street gangs in the world. Beginning in the poor immigrant streets of Los Angeles in the 1980’s, the gang has spread like wild fire across not only the United States, but across the world, from Alaska to Spain (Tkach & Parker, 2006). Originating in Los Angeles, California, MS-13 was founded by refugees from El Salvador. â€Å"Mara† is a Central American term for gang; â€Å"salva† refers to El Salvador, â€Å"trucha,† meaning â€Å"trout† in English, for something that is clever, or sharp. MS-13 is also known as the â€Å"Salvadoran Army Ants.† After MS-13 spread from their birthplace in Los Angeles across countries, their activities helped make the infamous Northern Triangle: Guatemala, El Salvador, and Honduras, as the most violent place in the world that is not at war (Dudley, 2013). Mara Salvatrucha has been named one of the world’s most dangerous gangs due to their origins, growing population of the gang, the brutality of their crimes, the signs and famous tattoos Mara Salvatrucha is known for, the prison life hiding the leaders, and the evolution into organized crime. Starting with civil wars of El Salvador, Guatemala, and Nicaragua, refugees traveled northbound to Los Angeles. In 2012, the United States Treasury Department named MS-13 as a transnational criminal organization. The Treasury Department gave insight on details about how truly powerful MS-13 is, including that the gang is involved with â€Å"drug trafficking, kidnapping, human smuggling, sex trafficking, murder, assassinations, racketeering, blackmail, extortion, and immigration offenses† (Dudley, 2013). Mara Salvatrucha has been placed with the Zetas from Mexico, ... ... from Mexico, Italy’s Camorra, and the Japanese Yakuza, confirming that Mara Salvatrucha is one of the most dangerous gangs. When a member is sentenced to prison, it is beneficial for the member because they learn criminal and gang knowledge by the veterans of MS-13 that reside in prison. Learning the graffiti, the hand signals and stacking, the tattoos and their meanings, obtaining information from different cliques can all be obtained due to members of MS-13 going to prison. While America sits and continuously deports MS-13 gang members away from the States, they are spreading the terror to other countries. Now, in El Salvador, this country is seeing more violence now due to the gang violence than they did when they were going through civil war. Ironically, the civil war is what drove refugees up to Los Angeles and what became the birth place of Mara Salvatrucha.

A Convenient Reality Essay -- Environmental Management Science

"Future generations may well have occasion to ask themselves, 'What were our parents thinking? Why didn't they wake up when they had a chance?'" (An Inconvenient Truth). Throughout the last fifteen years, this type of thought has led to a revolution within the United States. This revolution is not against the government, but against pollution and wastefulness. This upheaval of the green movement and decreasing non-renewable resources is producing a generation focus on expansion, recycling, and most importantly, energy production. Advertisements endorsing "going green" fill television, radio, and magazines showing products that will eventually make energy production start in the home. These advancements are numerous and are beginning to be reported at an astonishing rate. Even the military has begun to take measures, such as searching for alternative fuel sources, in an effort to reduce its ‘carbon-footprint’. From the 18th to the middle of the 19th century is commo nly referred to as The Industrial Revolution; the 20th to the 21st century will be potentially known as The Green Revolution. Advances in production methods will be one of the next big steps that industry takes. Although these methods will decrease emissions and lead to an entirely foreign type of society potentially unforeseen problems may arise. The global population is growing at an unprecedented rate and by the year 2050 the global population is expected to exceed twenty billion people, an almost 150 percent increase from today (â€Å"Global Population Projections†). Although a green technology will develop a less wasteful society, the jumps in population growth could diminish or completely reverse these gains. These conclusions are evident even today; â€Å"Al... ...ow. The ozone hole and the accumulation of greenhouse gasses will not be solved today but rather further down the road once we discover techniques to battle these problems. One-hundred years from now may look completely different from the aforementioned vision; however, it will undoubtedly reflect the green movement and decisions that are made over the next twenty years. Works Cited An Inconvenient Truth. Prod. Lawence bender, Scott Burns and Laurie David. Direc. Davis Guggenheim. Perf. Al Gore. DVD. Paramount Classics. 2006 Annex, Robert. â€Å"Stimulating Innovations in Green Technology.† American Behavioral Scientist. 44.2 (200): 188-212. Print. â€Å"Global Population Projections.† Web. 4 Oct 2010. Silberberg, Martin S. Chemistry: the Molecular Nature of Matter and Change. 5th ed. Boston: McGraw-Hill, 2009. Print.

Telling the Partial Truth: Ethical or Unethical?

Telling the Partial Truth: Ethical or Unethical? Guan Huang 250547949 D. Proessel Philosophy 2074G March 27th, 2013 The article Advertising: The Whole or Only Some of the Truth by Tibor R. Machan states that only telling the partial truth is ethical in advertising. I completely agree with the author’s standpoint and am trying to defend his viewpoints by supporting in four aspects. Firstly, I am going to prove Machan’s position that sales associates are selling a combination of product, environment and service.Although there will be various prices for the same product at different stores essay writer australia, sales associates are not obligated to provide all of the locations that sell the product, and the price of said product at each location. Second, I am going to defend Machan’s position towards consumer beware. Thirdly, I will argue against potential criticism by strongly supporting Machan’s position— commercial advertising should be forgiven f or putting one’s best foot forward.Finally, I will highlight the definition of essential truth versus the whole truth to support Machan’s point that failing to tell the whole truth is ethical with some boundaries. In Leiser’s argument, suppression veri is unethical because the salesperson may use the technique of price deception, which is concealing the fact that their product can be purchased at a far lower price elsewhere. As Machan says, â€Å"it is legitimate for customers to seek satisfaction from the market, we must keep in mind that customers often seek various combinations of satisfaction, not simply product or price satisfaction† (Machan 586).Machan claims that when a customer is buying a product, he or she is not just looking for the product itself and the price. He or she also adds many other factors such as certain location of the store, customer service during the purchase, and store environment into consideration. These various combinations of satisfactions cannot be ignored. Buying a cup of Starbucks coffee in the Starbucks coffee shop compared to purchasing a bottle of Starbucks coffee in the grocery store can be a good example.The Starbucks shops don't just sell coffee; they sell an atmosphere (Daniel R. ). People go to Starbucks usually not for just a cup of coffee, but the combination of product including relaxing atmosphere in Starbucks store, the friendly service they provide, other Starbucks products that could be also bought etc. But purchasing at a supermarket also can be seen as a combination that includes self-service, a package of Starbucks in bulk, and convenience. The combinations are simply valued differently, and thus are priced differently.As a result, this proves Machan’s position that sales person is selling the combination of the product and that price deception proposed by Leiser is inconsistent. After proving a classical form of egoism as the most appropriate method to morally guide busine ss conduct, Machan holds the position that to promote one’s rational self-interest, â€Å"a merchant could be acting with perfect moral propriety in not offering help to a customer with the task of information gathering† (Machan 588). Thus, it is morally correct to answer only part of a question, or even deflect a question from a customer to avoid lying to them.As long as the merchant does not lie, it is perfectly ethical to communicate to the customers with a sole goal of selling the product (not caring for the customers’ personal interest). Buyers should take the responsibility to gather information. For example, McDonald’s posts all of the nutritional information of their foods on the company’s website. It is the customers’ personal responsibility to go on the website to find the information, and not the servers’ responsibility to inform the customers of the caloric or sodium content while placing the order.Machan’s position here is that information is available (through various forms communication) and the customer must not rely on the merchant to receive this, but take a proactive role while deciding on their purchases. Machan holds the position that commercial advertising should be forgiven for putting one’s best foot forward. To prove this, he demonstrated that even apart from advertising, people often enough advance a biased perspective on themselves, their skills, looks, and so on (Machan 585) first by using the example of CV and dating to show how people give others an overstated first mpression. Then by claiming commercial relationships usually take place between strangers (Mahan 589), he finally reaches his position. In his example, people will highlight his/her advantages and try to diminish his/her disadvantage as much as possible when going to a date or sending a resume to a potential company he/she may work for. At this point, the potential criticism may claim that it’s a fal se analogy by comparing commercial advertising as going on date or sending a CV. People show their best image on a date or people listing all their asset in a resume is their private business.It is their own interest to do so. But in terms of commercial advertising, advertiser is in his or her public life. There is no difference between an advertiser and a doctor or journalist in some ways. Advertisers should take some responsibility to play as a public role, thus to give some probable benefits for people on the other side. With this false analogy (Exhibit 1) the potential criticism may claim that Machan’s position that commercial advertising should be forgiven for putting one’s best foot forward is less convincing. I will argue against this potential criticism in support of Machan’s position.To begin with, the potential criticism commits a classic problem of causal oversimplification. The line of reasoning here is that because advertiser should take some respon sibility to play as a public role, so he or she has the obligation to give some benefit for people on the other side. This argument is solely based the altruism school of thought. However, the potential criticism has not indicated any other schools of thought in which the argument could be plausible, but only with basis of altruism can this line of reasoning (where helping each other is key) be applied (Exhibit 2).However, as Machan argued in his paper, only the most robust form of altruism, a form where â€Å"none is left to be the beneficiary of human action, can be a candidate for the morality to guild merchant† (Machan 588). In reality, the robust form of altruism is too extreme to be possible in society which proves that the possible opposing view is incorrect. The potential criticism also argues that the example of a date and CV is a false analogy to commercial advertising since private issues are different from public issue. Let’s consider what would happen if a rather lazy person pplied for a company with a well-written resume or if a very sloppy man was given a makeover and then goes on a date. With these enhancements, the rather lazy person has a possibility of being hired by the company, and the rather sloppy man could get a second date. Thus, the company and the girl may be harmed from people’s putting best foot forward in private issue situation. The company could have a bad employee (laziness) and the girl may realize that what seemed like a well-groomed man is actually not and that she has wasted her time.As customers can also suffer from sellers putting their best foot forward, we find that in terms of result, there is no difference between private issues and public issues. So we do not need to focus on whether or not the issue is personal or public. The answer seems to be straightforward: the example of date and CV can be seen as a good analogy to commercial advertising and those examples can be used to reach Machanâ€℠¢s position— commercial advertising should be forgiven for putting one’s best foot forward.Machan also holds the position that from a robust or classical ethical egoist standpoint, â€Å"the [essential truths] about an item or service being traded should be told† (Machan 591). Essential truths can be further thought of as information regarding the function of product when utilized under normal circumstances. So when a customer buys an air conditioner, it is expected that it will keep a room cool in the summer. This is different from the whole truth, since failing to tell the essential truth will violate the principle of an honest transaction, which is more important to oneself than competitive advantage (Machan 589).For a merchant, the truth should not be concealed just to obtain the competitive advantage. On the other hand, the whole truth also includes the information regarding what is incidental or merely closely associated with the essential truths about a p roduct. This information is not important and it’s truly not possible to tell all. Machan holds the position that essential truth should be told, but not the whole truth. Many examples can be found in the real world can be used to support Machan’s position. In the pharmaceutical industry, companies must list all the functions as well as side effects of the drug on the package.This information is essential because when we buy medicine, we must know what the function of the medicine is, and whether or not it is safe to take in our situation. Many drugs are not safe for pregnant women to take, and they must be informed of it. This would be essential information that must be given, whereas other locations where the same drug is available is not essential information about the product and can be kept to the seller. As I proved above, only telling the partial truth is ethical in commercial advertising.Merchants sell metaphorical package of goods when selling a single product , because they are also selling the store’s environment, and their service in addition to the product. Customers are all different, and some may place higher value in location of the store or attitude of the salesperson than price, so when the sales associate fails to speak of other locations selling at a lower price, this is not price deception. Different stores may have different combinations of satisfaction, and thus it is completely ethical to avoid presenting information about other stores.It is important for merchants to always put their best foot forward and present only the most valuable aspects of their product. There is no need to provide the customers with more information than they need, as buyer beware is a very realistic aspect of our world. We cannot provide all the information for everything we are telling others about, so customers should have the initiative to do adequate research before deciding on a purchase. Merchants are only obligated to provide the mos t essential information needed about the product.Thus, when advertising, it is completely unnecessary for merchants to tell the customers everything about the product. As long as the merchants are not lying to the customers, telling partial truths about products is a very ethical form of advertisement. Exhibit 1 Public Life Public Life Private Life Private Life Doctor or journalist Doctor or journalist Commercial advertising Commercial advertising Not a good reason to prove Not a good reason to prove Sending a CV Sending a CV Going on a date Going on a date Exhibit 2 Altruism AltruismHe/she should give some benefit for people on the other side He/she should give some benefit for people on the other side Advertiser should take some responsibility to play as a public role Advertiser should take some responsibility to play as a public role Work cited Tibor R. Machan. â€Å"Advertising: The Whole Truth or Only Some of the Truth?. † Allooff and Vaidya 584-592. Fritz Allooff and An and J. Vaidya. Ed. Business in Ethical Focus an Anthology. Canada: Broadview, 2008. Print. â€Å"The Starbucks Culture† Daniel Rein. Web Feb, 10, 2007