Overview of the Grace-Fo Satellite Mission

Overview of the Grace-Fo Satellite Mission The Gravity Recovery and Climate Experiment Follow-On: An Overview An artist depiction of the GRACE satellite configuration (Sharing, 2017) The field of remote sensing is continuously expanding and adapting to yield new information about the earth and its complex systems. Modern satellite technology has expanded to be able to monitor spatial and temporal variations in Earths global gravity field (Schutze, 2016). The ability to monitor the Earths geoid now allows scientists to understand changes in hydrological characteristics on the surface of the planet including ice mass loss due to climate change and sea level rise (NASA JPL, 2017). The Gravity Recovery and Climate Experiment (GRACE) and its follow-on mission represent the application of this new technology that is essential for obtaining new data about global mass redistribution. The GRACE-FO mission will offer benefits due its use of active sensors and new technological inputs, but with any satellite system, there will be sources of error and challenges in design and data usage. The first GRACE mission was launched in 2002 as a result of the combined efforts of the US National Aeronautics and Space Administration (NASA) and the Helmholtz Centre Potsdam German Research Centre for Geosciences (GFZ) with assistance from partner institutions of both leading agencies (Schutze, 2016). The primary goal of the mission was to provide a new model of Earths gravity field every 30 days (Schlepp et al., 2015). Two identical satellites comprise the system with one trailing behind the other by 220km in a sun-synchronous orbit (Wahr, 2007). The satellites fly in a low polar orbit of 450 km and, the system circles the Earth every 90 minutes (Schutze, 2015). Spatial variations in Earths gravity field lead to different accelerations in the two satellites and therefore, differing inter-satellite separation (Schutze, 2016). Therefore, the GRACE mission is different than many other earth observation satellite missions because it does not make measurements of electromagnetic ener gy reflected back to it from Earths surface. The distance between the two satellites serves as the source of data. Also, uniquely, the satellites are left mostly without intervention to their orbit unless they separate by less than 170 km and more than 250 km (Sheard et al., 2012). Illustration of the positions of the two GRACE satellites in response to variations in Earths gravity field; a)The two satellites pass over the ocean and neither is affected; b)The lead spacecraft encounters a change in gravity over the more dense land mass and pulls away from the trailing spacecraft; c)The lead spacecraft moves back over water but now the trailing spacecraft changes position in response to the greater pull of gravity over the land mass (Ward, 2003) The first GRACE mission was only planned to run for 5 years, but far exceeded this as it is now in its 15th year of operation. The batteries in each satellite are fatiguing and accurate data is increasingly available in more irregular intervals (Gà ¶rth et al., 2016). As a result, NASA and the GFZ created a follow-on mission to prevent data gaps (Schlepp et al., 2015). The follow-on was approved for launch in August 2017 and is known simply as the Gravity Recovery and Climate Experiment Follow-On (GRACE-FO) mission (Schlepp et al., 2015). The primary objective for this mission is the same as the previous; to create monthly global gravity models for five years (Sharing Earth Observation Resources, 2017). The GRACE-FO mission will use some of the key sensor technology and overall design of the first GRACE mission, but will also include unique features. The same two-satellite design will remain but the inter-satellite distance will be reduced from 220 km to 50 km (Zheng and Xu, 2015).   Several very important pieces of equipment will carry over from the first mission to each of the GRACE-FO satellites but will see improvements in design. This includes a microwave instrument (MWI) dependent on Global Positioning System (GPS) technology. The MWI system measures the distance between the satellites centers of mass and slight changes in distance represent gravitational changes (Tapley, 2008). A very sensitive accelerometer meant to measure the forces acting on the satellites besides gravity including atmospheric drag will also remain (Tapley, 2008). There were previous accelerometer errors and satellite-to-satellite measurement errors that will be reduced by the lower altitude and up dates in design on the follow-on mission (Loomis, Nerem, and Luthcke, 2012). The microwave ranging system employed can measure the distance between satellites to within one micron or about the diameter of one human blood cell (NASA JPL, 2017). It is known as a KBR system because it utilizes microwaves in the K (26 GHz) and Ka (32 GHz) frequency channels (Jiang et al., 2014). Distance measurements between the two satellites are taken by monitoring the time of flight of microwave signals transmitted and received nearly simultaneously between the two spacecraft (Bao et al., 2005). Previously collected data and models created by scientists based on known gravitational differences linked to mountains and ocean trenches, the location of the sun, and the flow of the tides are compared to new measurements of the satellites to interpret gravitational changes (NASA JPL, 2017).   Also, the GPS unit on board is used in tandem with the MWI to be able to understand the gravity field below and can accurately assign capture time to data (Sheard et al., 2012). The accelerometer can then measure non-gravitational forces affecting the satellite as previously mentioned including atmospheric drag and solar radiation pressure (Schutze, 2016). These additional forces are then subtracted from measurements taken by the MWI. At the low altitude of orbit of GRACE comes changing solar radiation and large thermal disturbances to on-board instruments (Schutze, 2016). As a result, one improvement to the accelerometer on the GRACE-FO satellites will be placing the measurement digitalization unit in a temperature controlled area of the spacecraft to prevent temperature variation that can make data inaccurate (Christophe et al., 2015). The FO mission will include new technology known as a laser interferometer that will make measures that are at least 25 times more precise than the on-board microwave ranging system due to shorter wavelength usage (Sharingà ¢Ã¢â€š ¬Ã‚ ¦, 2017). The LRI uses an active transponder principle, which means that the weak incoming received (RX) beam to the trailing satellite is replaced by a strong local oscillator (LO) beam. The LO beam is then reflected back to the lead satellite by a Triple Mirror Assembly (TMA) which directs the beam and influences the amount of light returned (Fledderman et al., 2014). It also serves to effectively route the incoming beam around other important hardware pieces (Fledderman et al., 2014). The use of the new laser interferometer represents the first time an active laser ranging system will be operated between two spacecraft (NASA JPL, 2017). However, the microwave system will remain intact to ensure continuity of data from the first mission and the use of interferometer represents only a technology demonstration (Sharingà ¢Ã¢â€š ¬Ã‚ ¦, 2017). While some studies found the LRI technology could greatly increase the accuracy of gravity data, others found that there would be only moderate improvements in the accuracy models (Flechtner et al., 2015). However, seeing the results of the two systems as they operate simultaneously will create meaningful data for the planning of future of gravity field missions. The GRACE-1 mission allowed for new breakthroughs in the fields of hydrology, oceanography, glaciology, geophysics, and geodesy (Sharingà ¢Ã¢â€š ¬Ã‚ ¦, 2017). Since gravity is determined by mass, the GRACE systems have the capability to show how mass is distributed around the planet (Sharingà ¢Ã¢â€š ¬Ã‚ ¦, 2017). However, GRACE has and will continue to have no vertical resolution and can therefore, not distinguish between surface water, soil moisture, and ground water (Bolton and Thomas, 2015). Land surface models therefore allow for the disaggregation of Terrestrial Water Storage (TWS) data by separating these data into layers with known points of distinction (Bolton and Thomas, 2015). For example, in a study of the High Plains region of the US, the variability of snow and surface water were found to make insignificant contributions to TWS variability compared to groundwater and soil moisture changes (Ward, 2003). Therefore, removing moisture data known from previous studies of th e region allowed scientists to subtract these figures from the GRACE gravitational measurements to understand changes in groundwater levels over time (Ward, 2003). Over time, improvements in GRACE data processing have allowed for the detection of changes in TWS within 1.5 cm accuracies for a wide range of spatial and seasonal scales (Jiang et al., 2014). (Ward, 2003) Measuring changes in global mass distribution can help scientists across many disciplines. GRACE data has also been used to observe increases and decreases in the ice and snow masses of glaciers and changes to the solid Earth following seismic activity such as the Fukushima earthquake of 2011 in Japan (Flechtner et al., 2016). Ocean water elevation changes caused by the devastating 2004 Sumatra tsunami had an impact of the inter-satellite distance of the GRACE satellites and showed how oceanic mass redistribution can affect Earths gravity field (Bao et al., 2005). Due to the relatively low spatial resolution of GRACE data, it is more useful for monitoring large-scale terrestrial water changes such as in past studies of the entire Amazon Basin or India (Bolton and Thomas, 2015). Other applications include flood and drought monitoring for management projects and interventions (Bolton and Thomas, 2015).   For example, the US National Drought Mitigation Center uses GRACE data mont hly to generate drought indicators and monitor surface water changes (NASA JPL, 2016). GRACE data also allows for the study of changes in deep ocean currents by measuring pressure changes at great depths. Similar pressure changes in the structure of the solid earth can be studied as well (NASA JPL, 2016). Trends in TWS and water mass redistribution made possible from GRACE data from 2002-2013 (Bolton and Thomas, 2015) One of the benefits of an active satellite system such as the GRACE-1 and GRACE-FO compared to passive systems is that it can collect accurate data 24 hours per day because it creates its own source of electromagnetic energy (Schowengerdt, 2006). Also, the use of microwaves in the GRACE missions means that data is not affected by any type of cloud cover which often greatly affects accurate passive sensor data acquisition because the system only considers inter-satellite distance and GPS location for data retrieval. Active sensors dependent on microwave signals like on the GRACE missions are unique in their capabilities. The launch of the first GRACE mission allowed for data on earths geoid that was 100 to 1000 times more accurate than previous models could estimate depending on the region of the global under consideration (Ward, 2003). GRACE data has also allowed scientists to under the impact of global climate change based on mass redistribution of water around the globe in a comprehensive and consistent manner never previously achieved. With more accurate data from the GRACE-FO mission and the security of continued data creation, changes caused by climate change will continue to be monitored and planning for issues such as drought can be improved. However, compared to passive system data, the analysis of data is more complex and costly overall. The data output of the GRACE systems also requires a lot of manipulation and filtering to create meaningful datasets for a variety of disciplines. The microwave region of the electromagnetic spectrum is far from the visible region and therefore, the resulting data is also less intuitive for human interpretation (Schowengerdt, 2006). The raw data outputs for GRACE are just inter-satellite distance measurements and GPS data about satellite location (Ward, 2003). Therefore, improvements in satellite technology components alone will not improve the data created by GRACE. Improvements also need to be made to the many geophysical models used in data processing (Loomis, Nerem, and Luthcke, 2012). For example, a complete global depiction of the earths gravity field is only available every 30 days while forces such as tidal shifts can change on a minute-to-minute basis. This difference creates an issue in which short-term differences are lost or their impact is underestimated (Sheard et al., 2012). Therefore, understanding gravitational influences not directly linked to mass balance changes is essential. Models of gravity field anomalies on earths geoid created by comparing GRACE data from two different temporal scales (Ward, 2003) Models based on GRACE data are also limited by the noise present in the system data. This noise is linked to instrument errors, uncertainties in background models, and limitations in processing strategies (Siemes et al., 2013). In order to make meaningful measurements of mass changes on the earth using GRACE data, the noise of resulting models needs to be kept at a minimum, usually accomplished by applying filters (Siemes et al., 2013). However, when one problem is solved, another potentially arises. Filtering suppresses noise and blurs the signal, limiting the spatial resolution so much that part of the leak may affect nearby regions and cause errors in mass redistribution data (Siemes et al, 2013). However, more complex filtering methods have been developed to also minimize the blurring of data. Also, the spatial resolution of GRACE data is ultimately limited (Siemes et al., 2013). The spatial range for very accurate GRACE data application was 400km to 40,000 km for the first mission (Tapley, 2008). The strength of GRACE data therefore lies in an ability to monitor mass changes over time rather than to understand the water storage in one area at a specific time. However, there is potential for the lower altitude of the GRACE-FO mission and the LRI technology utilization of shorter wavelengths to allow for higher spatial resolution. The GRACE mission have shown that the use of active sensor technology on earth system satellite missions that utilizes microwave laser instruments and likely laser interferometers is incredibly efficient at understanding changes in earths geoid. With the launch of the GRACE-FO mission later this year, even more accurate measurements and greater understanding of mass redistribution of water around the planet will be possible. Despite the rapidly changing and unpredictable political climate of the United States government, the launch of the GRACE-FO mission seems undeterred and the collection of important data related to climate change-related issues will continue to be gathered. References Bao, L.F., Piatanesi, A., Lu, Y., Hsu, H.T., and Zhou, X.H. (2005) Sumatra tsunami affects observations by GRACE satellites. Eos, Transactions American Geophysical Union, 86(39), 353-356. Bolton, J. and Thomas, B. (2015) Overview of the Gravity Recovery and Climate Experiment (GRACE) data and applications. NASA Applied Remote Sensing Training (ARSET). Powerpoint Presentation. http://www.cazalac.org/mwar_lac/fileadmin/imagenes2/Remote_Sensing/S5P1.pdf [2.3.17]. Christophe, Boulanger, Foulon, Huynh, Lebat, Liorzou, and Perrot. (2015) A new generation of ultra-sensitive electrostatic accelerometers for GRACE Follow-on and towards the next generation gravity missions. Acta Astronautica, 117, 1-7. Flechtner, F., Neumayer, K., Dahle, C., Dobslaw, H., Fagiolini, E., Raimondo, J., and Gà ¼ntner, A. (2016) What can be expected from the GRACE-FO laser ranging interferometer for earth science applications? Surveys in Geophysics, 37(2), 453-470. doi:10.1007/s10712-015-9338-y. Fleddermann, Ward, Elliot, Wuchenich, Gilles, Herding, . . . Shaddock. (2014) Testing the GRACE follow-on triple mirror assembly. Classical and Quantum Gravity, 31(19), 12. Gà ¶rth, A., Sanjuan, J., Gohlke, M., Rasch, S., Abich, K., Braxmaier, C., and Heinzel, G. (2016) Test environments for the GRACE follow-on laser ranging interferometer. Journal of Physics: Conference Series, 716(1), 4. Jiang, D., Huang, Y., Fu, J., Wang, J., Ding, X., and Zhou, K. (2014) The review of GRACE data applications in terrestrial hydrology monitoring. Advances in Meteorology, 2014, Vol.2014. Loomis, Bryant D., Nerem, R. S., and Luthcke, S. B. (2012) Simulation study of a follow-on gravity mission to GRACE.(Report). Journal of Geodesy, 86(5), 319. NASA Jet Propulsion Laboratory (JPL). (2016). Applications overview. NASA. GRACE Tellus: Gravity Recovery and Climate Experiment. https://grace.jpl.nasa.gov/applications/overview/ [2.3.17]. . (2017) GRACE-FO. NASA. GRACE Tellus: Gravity Recovery Climate Experiment. https://grace.jpl.nasa.gov/mission/grace-fo/ [2.3.17]. Schlepp B., Kirschner M., Sweetser T.H., Klipstein W.M., Dubovitsky S., (2015). Flight Dynamics Challenges for the GRACE Follow-On Mission. 25th International Symposium on Space Flight Dynamics (ISSFD). http://elib.dlr.de/98835/1/ISSFD2015_FD%20Challenges%20for-20GRACE-FO_Schlepp.pdf [2.3.17]. Schowengerdt, R. (2006) Remote Sensing [electronic resource] : Models and Methods for Image Processing (3rd ed.). Burlington: Elsevier Science, 204-243. Schà ¼tze, D. (2016) Measuring Earth: Current status of the GRACE Follow-On Laser Ranging Interferometer. Journal of Physics: Conference Series, 716(1), 6. . (2015) LISA technology sheds light on climate change: GRACE-FO mission. LISA Mission. Youtube. https://www.youtube.com/watch?v=tb29hD3OgFw [2.3.17]. Sharing Earth Observation Resources. (2017) GRACE-FO (Gravity Recovery and Climate Experiment Follow-On)/ GFO (GRACE Follow-On). EO Portal Directory. https://directory.eoportal.org/web/eoportal/satellite-missions/g/grace-fo [2.3.17]. Sheard, B., Heinzel, S., Danzmann, G., Shaddock, K., Klipstein, D., and Folkner, A. (2012) Intersatellite laser ranging instrument for the GRACE follow-on mission. Journal of Geodesy, 86(12), 1083-1095. Siemes, C., Ditmar, P., Riva, R., Slobbe, E., Liu, M., and Farahani, D. (2013) Estimation of mass change trends in the Earths system on the basis of GRACE satellite data, with application to Greenland. Journal of Geodesy, 87(1), 69-87. Tapley, B. (2008) Gravity model determination from the GRACE mission. The Journal of the Astronautical Sciences, 56(3), 273-285. Wahr, J. (2007) Time Variable Gravity from Satellites-3.08. In Treatise on Geophysics, 218. Ward, A. (2003) Weighing earths water from space: challenges and limitations to using the GRACE technique. NASA Earth observatory. http://earthobservatory.nasa.gov/Features/WeighingWater/printall.php [7.3.17]. Zheng Wei and Xu Houze. (2015) Progress in satellite gravity recovery from implemented CHAMP, GRACE and GOCE and future GRACE follow-on missions. Geodesy and Geodynamics, 6(4), 241-247. doi:10.1016/j.geog.2015.05.005

Communication Research and Advertising Essay

1 MAIN ISSUE Content analysis of different creative concepts and their characteristics applied in eight selected advertisements found in two publications – weekly magazines – Drum and You of July 11, 2013. 1.1Main issue criteria Creative concepts applied in the advertisement will play a meaningful role whether the campaign succeeds or not. Pictures, text and captions are but some of the few items that are used to structure the advertisement. In other instances, advertisers use unique payoff lines which enable them to be a cut above the rest. 1.1.1Nature of research The research approach is both qualitative and quantitative. The use of narrative data on the study prompted the adoption of qualitative approach. The quantitative approach came as a result of a data that was counted and numerically measured. 1.1.2Time dimension The nature of the research is cross-sectional. The study is conducted through the use of July 11, 2013 editions of Drum and You. Both are weekly magazines. Therefore research findings are limited to the abovementioned period. 1.1.3Action Exploratory and descriptive studies are used to determine characteristics of creative concepts used in selected advertisements for the research project. see more:pta meeting narrative report 1.1.4Issue The issue at hand is to look at creative concepts used by various advertisers from the selected advertisements published in the July 11, 2013 editions of Drum and You. 1.1.5Method A content analysis of two publications – Drum and You – and promotional messages carried through the use eight selected advertisements. 2RESEARCH CRITERIA Every study conducted has to meet research criteria. It had to be relevant, researchable, cost-effective and should not violate acceptable ethical standards. 2.1Relevance Drum and You form part of the print media which remain vital component of mass communication. Advertisers also used these platforms to reach out to the target market. As a result of that, the research issue is relevant and meets the criteria for communication research. 2.2Researchability Every newspaper and magazine carries various advertisements. Advertisers pay for the space booked in the publication. The study will therefore be easily conducted due to the growing number of businesses that used these platforms to promote their goods and services. Every advertisement has atleast a creative concept. 2.3Feasibility Drum and You have been readily available. There were other daily and weekly newspapers to choose from. The same goes about magazines; there were weekly and monthly magazines which were available at a reasonable cost. One has chosen these two publications as they were already in the collection. They form part of researcher’s regular weekly and monthly read. Decision to choose the two publications was somehow influence by the content they offer. The other one carries women issues while the next one is for soccer enthusiasts. 2.4Ethical acceptability Advertisements used will be acknowledged in the ‘sources consulted’ section. The same will apply about publications that carried them, Drum and You. 3EXTENT Two publications have been chosen to conduct the research; they are July 11, 2013 editions of Drum and You – both are weekly magazines. The study analyses creative concepts applied in the advertisements. 3.1Brief background of the publications It is imperative to know about the publications used for the study. In this research we use popular weekly publications. 3.1.1Drum Drum is a family magazine mainly aimed at black readers and contains market news, entertainment and feature articles. It was established in 1951 as â€Å"African Drum† by former test cricketer and author Bob Crisp and Jim Bailey. In 2005 Drum was described as the first black lifestyle magazine in Africa. Drum’s heyday in the 1950s fell between the Defiance Campaign and the tragedy at Sharpeville. This was the decade of potential Black emergence, the decade when the Freedom Charter was written. The aim was to promote an equal society. The Nationalist government responded with apartheid crackdowns and treason trials. Drum was a â€Å"record of naivety, optimism, frustration, defiance, courage, dancing, drink, jazz, gangsters, exile and death†. The magazine described the world of the urban Black; the culture, the colour, dreams, ambitions, hopes and struggles. The backbone of the magazine was crime, investigative reporting, sex (especially if across the colour line) and sport. This was fleshed out by imaginative photography. The formula worked and made for compulsive reading. Each issue of Drum was read by up to nine people, passed from hand to hand on the streets, in the clubs or on the trains. It became a symbol of Black urban life. About 240000 copies were distributed each month across Africa. This was more than any other African magazine. 3.1.2You You is a South African family magazine which is aimed at demographically diverse South African English-speaking readers of different ethnicities with coverage on current events and â€Å"interesting people†. It has two sister magazines: Huisgenoot (aimed at White and Coloured Afrikaans-speaking readers) and Drum. The You magazine was launched in 1987 by Nasionale Pers, which later became Media24. You is published in Cape Town. The publication covers human interest articles, celebrity news, both local and international current affairs. 3.2Geographical boundary The study will be conducted in Bloemfontein, Free State. The researcher is based in the Free State capital hence the reason for the study to be conducted in the area. 3.3Nature of the time dimension This is a cross-sectional study which will be conducted through the use of Drum and You – July 11, 2013 editions. Drum has variety of advertisements targeting general society, from body lotions to luxury vehicles. You on the other hand had advertisements such as education, men’s health promotions and cellphones. The study will be conducted between July and September 2013. 3.3.1Motivation for choice of time Both copies of Drum and You have been purchased a few weeks after one has registered for the course – Communication Research (COM3706). Advertisements which met basic requirements for the assignment were readily available. This is the main reason why the choice of time is relevant to pursue the study. 4POPULATION According to Van Rensburg (2010:150) a population can be defined as the entire group of persons or set of objects and events the researcher wants to study. 4.1Target population According to Du Plooy, GM (2009:109) target population is the actual population to which the study is used to generalise results. The population for the study has to be all the newspapers and magazines from which various advertisements were reviewed before a final decision was taken by the researcher. Eventually two publications – Drum and You – were identified. Four advertisements have been selected from each publication. Both copies have carried many other advertisements but the assignment’s requirement is to select just four of them from a copy. The researcher has gone through weekly and weekend newspapers. They included Sowetan, Daily Sun, The Citizen, The New Age, Mail & Guardian, City Press and Sunday Times. On the other hand magazines included KickOff, Move, Real, Soul, True Love, Drum and You. 4.2Accessible population In this regard, the accessible population is the publications from which the sample will be drawn for the study. Drum and You are conveniently available for the researcher to identify advertisements that will be analysed for research purposes. 4.3Population characteristics Advertisements comprise various creative concepts to make sense of the meaning and messages conveyed to the target market. Therefore various population parameters have been used to achieve advertisers’ goal with the published promotion. In the study, we have seen how pictures, punchy headlines, well-designed texts, among others, were used to draft different creative concepts. Below is the list of four population characteristics that one reported about in the research findings. âÅ"“ Colour codes applied âÅ"“ Headline âÅ"“ Photographs âÅ"“ Body copy âÅ"“ Text visuals 4.4Units of analysis The smallest units that were analysed for the study, among others, include well-designed texts to differentiate certain products from that of their competitors. Pictures of the advertised products were also attached. In Drum, DSTV, Rajah, Playtex and Edgars advertisements have been identified for the research. On the other hand, in You the researcher has identified advertisements of Kentucky Fried Chicken (KFC), Samsung, Dermalex and Regal Pet Health. Various eye-catchers have been applied in the advertisements used for the study. Subheadings were punchy, but we cannot confirm if they were indeed factual. Headlines and pictures seemed to complement each other. So far, headings that promised customers benefit appeared to work the best. One has analysed pictures and graphics used, slogans, text applied, including headlines used in the advertisement. The abovementioned elements form a backbone in making sense of creative concepts. 5ASSUMPTIONS Lingerie designers use young, beautiful ladies in their promotional campaigns to drive the message home that their underwears will make them look stunning and energetic. Advertisers use slogans to catch the attention of consumers and thus ensuring that they easily recall their products. And more importantly, they were able to differentiate them from those of their competitors. Amplification creative concept becomes a must when advertisers promote expensive goods such as cars. Brand names are repeated more than once in the advertisements and this is done through the use of well-designed texts, logos and pictures. 5.1Sub issues Do lingerie designers use young and gorgeous ladies to promote their wears? Do advertisers use slogans to get the attention of consumers in order to ensure that they recall their products and not confuse them with those of their competitors? Is an amplification creative concept a must when advertisers promote expensive goods such as cars? Do brand names get repeated more than once in the advertisements through the use of well-designed texts, logos and pictures? 6GOAL and OBJECTIVES The study seeks to investigate practical issues which are creative concepts used in advertisements. 6.1Nature of the goal The nature of the research is applied goal. The researcher has investigated how creative concepts can be more effective in the advertisements. The study is more practical as one had to cut advertisements from both Drum and You magazines before they could be converted into soft version via the use of a scanner. 6.2Relationship of goal to the main issue By its own nature applied communication research is descriptive and explorative. This is also the case with the study the researcher is persuading. The explanatory objective is as a result of practical exercises to be conducted throughout the course of the study. The descriptive objective is as a result of determining how creative concepts will be applied in the selected advertisements from Drum and You. 7RESEARCH QUESTIONS Does the use of young models in lingerie effective to attractive customers and connect them with the benefits of the advertised underwears? Can advertisement deliver the good message to the intended audience even if the slogan was not applied to the optimum use? Why is it so vital to use amplification creative concept over others when promoting expensive goods such as vehicle? What is the role played by headlines, pictures and copy text in conveying the advertisement message? 8THEORETICAL APPROACH The theory that is applicable for the study will be explained through both connotative and denotative. Some of the creative concepts used are attached to literal meaning while others are figurative. For instance, some beauty products claimed that they will enhance the skin of young ladies and they will appear more attractive than ever before after using their lotions. The use of young models offered the literal meaning as one could easily associate with what was seen on the photo accompanying the advertisement. Pond’s and Johnson’s African Nurture are case in point in this regard. Figurative meaning, for example, can be seen in the Toyota Etios advertisement. The words such as, ‘Take your smile for a test drive’. It was a figurative expression that one will be happy to drive the car and the testimony of that can be found in the test drive. 8.1What each creative concept mean Pink is the feminine colour. The Pond’s and Johnson’s African Nurture advertisements made use of the colour as they promote women’s beauty products. The happy looking ladies, who have been used as the faces of these products, somehow, were a sign of the benefit that comes with their use. The promise of benefit was one of the fundamental creative concepts. The ladies were used as a proof to the claim that was made by the advertisers that their products will do wonders for the users. Another colour that was used by the advertisers was yellow. The denotative meaning of the colour was happiness. The Toyota Etios advertisement promised users some excitement as they will be smiling. The yellow colour was used extensively in the background of the advertisement. The same colour yellow was used heavily in yet another Johnson’s African Nurture advertisement. We have seen a group of young gorgeous ladies, mostly dressed in yellow dresses, overjoyed after using the beauty-enhancing product. A factual approach was applied that one can hammer on was in the SuperSport advertisement of HD-PVR Decoder. Action pictures of footballers such Orlando Pirates striker Benni McCarthy and Chelsea forward Fernando Torres have been used to back up the story. Over and above watching high definition pictures on television, viewers will have the benefit of watching best football matches in Europe – the live coverage of Barclays Premier League, Spanish La Liga, German’s Bundesliga, South Africa’s Premier Soccer League and the UEFA Champions League matches. Slogans on the other hand form a vital component. The advertisements of Peugeot, Toyota and Pond’s were among those that have used this creative concept to back up their brands. A detailed explanation of the new Toyota Etios summed up the use of amplification creative concept in the advertisement. Users were informed in not so many words about the benefits of the car and which features have been installed. Both the Johnson’s African Nurture advertisements were loaded with the appeal creative concept. They were specifically targeted at African women. The SuperSport advertisement provokes curiosity while it also had the slogan on, â€Å"World of champions†. They urge readers and â€Å"welcome them to the next level†. It was a metaphor used to urge readers to use HD PVR Decoder for better and quality television pictures. The Scorpion Legal Protection advertisement urged the consumers to take action by enlisting their legal services from as little as R39. Clients were also provided with an sms number for further clarity. A classic example of the use of brand name in the advertisement was visible in the Peugeot promotion. It was repeated with words and pictorially with the logo emblazoned. 9RESEARCH DESIGN The research design is both qualitative and quantitative. 9.1Qualitative design The design is relevant as the study will identify and examine various creative concepts used on eight selected advertisements. Effectively this also serves to examine elements that distinguished various advertised products from those of their competitors. Creative concepts remain fundamental muscle of each advertisement. The critical aspect in this regard is the fact that the design is all about analysing content from, among others, pictures, texts, messages used from selected advertisements for the purpose of the study. The study will go further to analyse data by comparing findings from all identified advertisements. The researcher will look at the similarities and differences spotted on the selected advertisements. The comparative analysis comes as a result of explanations of similarities and differences found in eight selected advertisements which prompt the study. This, after having realised how various advertisers use creative concepts in getting messages across. 9.2Quantitative design The researcher will count the number of creative concepts applied in each an every single advertisement selected. The figures will be presented on the tally sheet. The tally sheet will show in detail which advertisement that has used many creative concepts compared to others. However, we cannot make a claim directly that there was a common and obvious creative concept appearing most often or less often in any advertisement. 9.3Inductive reasoning This was applicable as the researcher has interpreted the collected data for the study. For example, the use of certain colours such pink and purpose would best be aligned with femininity. This was the reason why Playtex has resorted to these colours for their advertisement. 9.4Deductive reasoning The researcher looks on how general assumptions related to the advertisement messages are applied. For instance, creative concepts remain the lifeblood of each an every advertisement. 9.5Methods and techniques to collect qualitative data The researcher will read and look intently on how advertisements are crafted. How the graphics, pictures, headline texts and words, among others, are put together in building creative concepts and eventually producing the advertisements. We get to understand the meaning even though connotative and denotative messages are delivered to draw the attention of the readers. One had to understand the style and language used and its relevance to the advertisement. The researcher looks on how certain colour codes are applied to ensure certain advertisements live to the theme of the promoters. 9.6Methods and techniques to collect quantitative data Content analyses of various advertisements as well as inferential statistics of the number of creative concepts used were fundamental in this regard. As outlined earlier, the outcomes to this fact had been presented in the tally sheet as appeared in the data analysis section. 10CONCLUSIONS 11SELF-ASSESSMENT AND REFLECTIONS Learnt Skills Shortcomings Outcomes SOURCES CONSULTED Barker, R & Angelopulo, G. 2009. Integrated Organisational Communication. Cape Town: Juta. Du Plooy, T. 2001. Communication research. Only study guide for COM306D. Pretoria: University of South Africa. Du Plooy, GM. 2009. Communication research: Techniques, methods and applications. Cape Town: Juta. Fourie, PJ (ed). 2009. Media Studies Volume 3: Media content and media audiences. Cape Town: Juta. Johnson’s African Nurture advertisement. 2012a. Real, August: 2. Johnson’s African Nurture advertisement. 2012b. Real, August: 47. Koekemoer, L (ed). 2005. Marketing Communications. Cape Town: Juta. Peugeot advertisement. 2012. KickOff, August: 5. Pond’s advertisement. 2012. Real, August: 51. Reid, J & Van Heerden, M (eds). 2009. Media studies: media content and media audiences. Only study guide for COM303A. Pretoria: University of South Africa. Scorpion Legal Protection advertisement. 2012. KickOff, August: 22. SuperSport advertisement. 2012. KickOff, August: 83. Toyota advertisement. 2012. Real, August: 111. University of South Africa. 2012. Department of Communication Science. CMNALLE. Important guidelines and Information regarding your studies: University of South Africa. University of South Africa. 2012. Department of Communication Science. Communication Research. Tutorial Letter 101/2012: Semesters 1 and 2: University of South Africa. University of South Africa. 2012. Department of Communication Science. Communication Research. Tutorial Letter 102/2012: Semesters 1 and 2: University of South Africa. University of South Africa. 2012. Department of Communication Science. Communication Research. Tutorial Letter 103/2012: Semesters 1 and 2: University of South Africa. Van Rensburg, GH. 2010. Research in the social sciences. Only study guide for RSC2601. Pretoria: University of South Africa. Vaseline advertisement. 2012. KickOff, August: 17. SELF-ASSESSMENT AND SELF-REFLECTION The researcher has learnt about effective techniques of how to collect research data, analyse and interpret for both the research proposal and the final study. One has also been able to identify and solve research problems. Important skills earned from the study were to understand how advertisements can use more than one creative concept to convey the message to the users. The concepts used completed each other and pointed out to different angles of the final output. It goes without saying that one has managed and was able to interpret print advertisements accurately. To get to understand subproblems and underlying assumptions in the research study and how to formulate relevant research questions. In addition to that, the researcher is now able to craft relevant research designs that are appropriate for investigating the main research problem. A notable shortcoming of the study was that it could not address all the problems identified as the advertisements were already been printed. But could only make certain inputs. Due to the changes in the market, researchers were prompted to always come with the ways and ideas of overcoming these challenges and gauging the emotions of consumers.

Allegory in Lord of the Flies Essay

In William Golding’s Lord of the Flies, which is set during World War II, English school boys, escaping war in England, crash on a deserted tropical island. From the protected environment of boarding school, the boys are suddenly thrust into a situation where they must fend for themselves. In order to survive, the boys copy their country’s rule for a civilized life by electing a leader, Ralph. He promises order, discipline, and rules for the boys so that they form a small civilized society. This civilized society does not last. Struggling with Jack who wants to be the leader and the boys’ fears of the unknown, Ralph is unable to maintain control, and the boys fulfill Golding’s perspective that human nature is inherently negative as the boys become savages that brutally and viciously kill. Golding creates an allegory by using symbols to show his pessimistic view of human nature through the boys’ desire for civilization, their struggle against evil, and their descent into savagery. Golding develops the allegory using symbols of the boys’ desire for civilization. Leadership and reasoning are represented by the symbols of Ralph and the conch and Piggy and his glasses. Finding a conch on the beach, Ralph uses it to keep law and order or peace among the boys. â€Å"Ralph grasped the idea and hit the shell with air from his diaphragm. Immediately the thing sounded† (15). Blowing into the conch, Ralph assembles the boys for meetings. He uses the conch to promote fair play by passing it around so that each boy has the opportunity to speak freely and express himself. â€Å"I’ll give the conch to the next person to speak. He can hold it when he’s speaking† (39). Ralph represents the order that is necessary in a civilized society, and the conch is the means by which he establishes this order. In addition to establishing order, Ralph organizes the boys into separate groups like hunters, gatherers, and shelter makers to aid the survival of the group giving more evidence of his leadership abilities. Ralph delegates one responsibility to Jack making him in charge of the hunters. Although the boys would prefer to have fun and play games, they follow Ralph’s rules at first. This order is maintained until Ralph loses his leadership role to Jack. After providing, or bribing, the boys with juicy pig meat, Jack asks â€Å"’Who’ll join my tribe and have fun? ’† (211). This lure of enjoyment along with the promise of more food sways the boys to follow Jack. With the demise of Ralph’s leadership and under the leadership of Jack, the boys begin to turn towards savagery. From this point on, the change in the leadership brings with it the transformation of the boys from ordered society to savages. Through the downfall of Ralph’s leadership and the resulting descent into savagery, Golding is able to reveal how the dark side of human nature can prevail. Golding’s character Piggy portrays the voice of reasoning and logic and his glasses symbolize his wisdom. Ralph recognizes Piggy’s ability to think with clarity and soon depends upon him in his role as leader. Piggy’s idea to use the conch to assemble all the survivors leads to Ralph’s election as leader. Ralph uses Piggy’s ideas for building shelter and Piggy’s glasses to ignite the signal fire. â€Å"Ralph moved the lenses back and forth, this way and that, till a glossy white image of the declining sun lay on a piece of the rotten wood† (30). Golding shows his pessimistic view of human nature as Piggy, whose ideas and logical thoughts have been so important to the boys’ survival, becomes irrational. Once the voice of reason, Piggy refuses to accept his role in the death of Simon. The destruction and loss of his glasses destroys Piggy’s ability to see clearly and decreases his ability to influence the actions of the group. Upon an attack, Piggy, who once refused to believe in the beast, thinks Jack is the beast and cries out â€Å"’It’s come! ’ gasped Piggy. ‘It’s real! † (233). Piggy continues to believe the group of boys will respond to logic when he asks them if it is better to be like savages and kill or to have order and be rescued. The boys remain silent when Roger pushes a big rock on Piggy to kill him. â€Å"Piggy, saying nothing, with no time for even a grunt, traveled through the air sideways from the rock, turning over as he went† (255-256). With the death of Piggy, who was the icon of reasoning, Golding shows that the dark side of human nature triumphs over reasoning and rational thinking. Golding extends the allegory by exploring the boys’ struggle against evil with the beast symbolizing the boys’ fears of evil and Jack as the symbol of the lure of evil. At one of their first meetings, the boys discuss their predicament with optimism that they will soon be rescued, and until that time, they will enjoy the freedom of the island. One of the smallest boys is urged by his peers to come forward to speak and asks reluctantly what will be done about the beast. The others laugh at him until he describes the beast as a big, snakelike creature that comes in the dark wanting to eat him. Ralph tries to dismiss the boy’s ideas as merely a nightmare, but the crowd did not completely believe him. â€Å"The eyes that looked so intently at him were without humor† (44). This moment plants the seeds of fear in the boys’ hearts that will later unleash their inner savage. Ralph returns to the topic of the beast at another meeting in hopes of calming the worries that began with the littluns and spread throughout the group. At this meeting Jack takes the conch and attempts to convince the boys again that the beast is just in their imagination. â€Å"’The thing is – fear can’t hurt you any more than a dream’† (110). Even Piggy speaks up to say that there is nothing such as the beast to be afraid of in the forest until he has the realization: â€Å"’Unless we get frightened of people. ’† (113). Golding’s development of the boys’ fears using the beast shows the struggle of humans with their inner selves and the evil that lies within. Golding creates the character Jack as a catalyst for the allegory by his luring of the boys into the evilness of savagery. When Jack first attempts to kill a pig, he hesitates because he still belongs to the civilization he left when the plane crashed. The pause was only long enough for them to understand what an enormity the downward stroke would be† (35). At this point, Jack changes. He loses the sense of self that resists the lure of evil and begins his descent to his dark side. â€Å"He snatched his knife out of the sheath and slammed it into a tree trunk. Next time there would be no mercy† (35-36). Jack becomes obsessed with hunting and works to perfect his weapons and his stealth. Jack dons a mask that frees him from his self-consciousness and shame creating a new person ready to kill. Jack takes some boys with him and kills a pig. When they returned, all are chanting â€Å"’Kill the pig. Cut her throat. Spill her blood. ’† (90). Jack transforms the young boys from innocent children to violent killers. Golding uses Jack to lure the others to evil and awaken their inner savage instincts. Golding’s allegory is further developed by his description of the boys’ descent into savagery symbolized by the deaths of the pig and Piggy. Golding shows Roger’s descent into savagery when Roger, excited and blood thirsty, begins a brutal attack on the pig. He plunged his spear into the pig and â€Å"began to push down with all his weight. The spear moved forward inch by inch and the terrified squealing became a high pitched scream† (189). Roger’s sense of elation derived from killing the pig makes him want more blood. Roger delves deeper into savagery as he takes the life of a fellow human being. No longer killing just for survival, Roger finds satisfaction in the death of Piggy. â€Å"Roger, with a sense of delirious abandonment, leaned all his weight on the lever† (255). Crushing Piggy with the rock, Roger silences Piggy forever. With Piggy’s death, Roger has committed murder, the ultimate crime. Lord of the Flies is an allegorical novel in which Golding uses the symbols of the conch, Piggy’s glasses, the beast, Jack, and Roger to reveal his views that human nature is innately evil. Through the boys’ desire for civilization, their struggle against evil, and their descent into savagery, Golding portrays humankind as civilized only on the surface with evil lurking just beneath. As Piggy said â€Å"’What are we? Humans? Or animals? Or savages? ’† (122).

Decriminalization of Drugs Essay - 1328 Words

For many years, a real push has been looming on the idea of legalizing now illegal drugs. This has become a hot debate throughout nations all over the world, from all walks of life. The dispute over the idea of decriminalizing illegal drugs is and will continue on as an ongoing conflict. In 2001, Drug decriminalization in all drugs, including cocaine and heroin, became a nationwide law in Portugal (Greenwald). Ethan Nadelman, essayist of â€Å"Think again: Drugs,† states his side of the story on the continuing criminalization of hard drugs, in which he stand to oppose. Whether it is for the good of human rights or not, decriminalizing drugs may be a good head start for a new beginning. Ethan Nadelman first states that the â€Å"Global War on Drugs†¦show more content†¦Furthermore, Drug control is relevant to disease control. By this, I mean, since the usage of illegal drugs could bring an addict one step closer to an incurable disease, it has been brought to my atten tion that drug control and disease control have similarities of preventing one another. As you can see, Global War on Drugs may be far from winning to become executed. It’s hard to say that the population of the Earth would agree to such action, but the fact that it saves lives may help them reconsider. After all, drug addicts have brains; therefore, if they want to live life to the fullest, first step they should take would be to refute the continued criminalization of hard drugs. Another dispute over Nadelman’s writing is his comment on a strategic plan to reduce the demand for drugs. Nadelman thinks that reducing the demand for illegal drugs is impossible. Sure, there has never been a â€Å"drug-free society,† and more drugs are being found every year, but that does not mean there is zero possibility. In February 1998, former U.S. president Bill Clinton set a goal to cut national drug demand in half by the year of 2007 (â€Å"Reducing Demand for Drugs† ). In order to commence the development of effective drug demand reduction, rapid evaluation of the nature and scope of drug abuse problem could be conducted in particular country or region. In addition, The Obama administration’s new drug strategy aims atShow MoreRelatedDecriminalization of Drugs3014 Words   |  13 PagesAnthony Soares Professor Minnis English 1A November 9, 2013 The Decriminalization of Drugs It goes without saying that America faces a drug addiction that is beyond anything we could have ever anticipated. It is reported that an estimated 22.5 million Americans suffer from a dependency from a drug of some sort, whether it may be stimulants, depressants or hallucinogens (NIDA 2). 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