Twilight commentary

I have written a film review on the movie; Twilight. The reason for this was due to enjoying writing a piece that had this particular genre. This piece is aimed at mature young women from the age of 16, due to the language I have used, they would find this interesting. The primary purpose of my writing is to inform and the secondary purpose is to Entertain. Grammar in comparison for my model text to my film review is very significant. Word classes were frequent throughout. Abstract nouns were used such as ‘love'. Prepositions ‘the award winning' and determiners are also used, ‘her new life in forks'. The sentence structure mainly used complex sentences throughout; due to having a mature audience. The film review also affects lexis; the text is very high in formality and is in the third person. The semantic field of my film review is love and vampires. There are similarities in the model text and differences, due to the audience being more interested in my film review. I have changed the discourse by having a different genre, mine is a romantic fantasy and my model text is a horror-fantasy. I also spoke about the director, as well as going into detail about the two main characters instead of just about the movie. Things alike to my model text ‘Watchmen' were, starting the text with alliteration, ‘the time' the model text had ‘travelling towards'. Both talk about the genre of the movie. The atmosphere is described in both as well. Paragraphs are all fairly concise and both talk about the movie and novel adaptations. Graphology is very important. It was very alike to the model text. There was a main picture. This was very large; it gave readers information about the movie. Symbolism was used to show who owned the review. This was colourful and attractive. Typography was placed upon the picture to give the readers' information about the rating. Bold writing was included, making sure that the readers knew what the picture showed, it was also used for showing important information. A graph on the predictions expected for the audiences' reactions was used, as well as small adverts for other movies. There is a semantic field of romance within the review. Collocation is used, as is synonyms ‘from beneath' instead of under; this is to show the texts formality. Antonyms ‘popular, successful', figurative language aswell ‘almost as if time has stopped' and connotations ‘untouchable' (vampires) are all used. Pragmatics affects a few aspects, such as the sub-text, ‘introduces mythological creatures into our lives' which means there are more than one way a reader could take this and they will feel more intrigued. Shared understanding-I am using words that suggest that the reader would know what I am talking about. There is alliteration within my text. A serious tone with some humour is used; the text is reflective to my theme of romance. There is a great depth of the characters and of the film itself.

Marketing analysis of Famous Amos (Singapore) Essay

Famous Amos was established in the year 1983 in Singapore. It is now under Kellog’s Company since it was bought over in year 2001. Famous Amos offers cookies with nine varieties of flavours. It products also includes muffins and brownies. They serve the consumer with its finest and freshly made cookies. They believe in making the chip for the future generation. Famous Amos Cookies are also recognised as the best chocolate chip cookies in the world. Their cookies also meet the needs and wants of the audience. Famous Amos is also widely distributed in the island. Famous Amos targets audience are mainly the cookies and chocolate lovers. However, they segment their products Geographically; around the world, Demographic; targeting kids, young adults and adults, Psychographic; interest in chocolate cookies, and Behavioral Segmentation; can be used in any occasion. Famous Amos strength is mostly on its superior quality product and its weakness is mainly on its marketing skills, which is promotion. This is because, they did not advertise as frequent to inform the consumer about its existence. Famous Amos opportunity is having international expansion and threats that it may face is the increase in aging population when its target audience are mostly young adults. Famous Amos competitor is Mrs. Field and Little Jerry’s Place. Mrs. Field is its major competitor as they are selling mostly the same and it is also known. However, Famous Amos still stays competitive by continuing to produce new products and packaging designs to strengthen their competitive positions. Company Profile of Famous AmosFamous Amos was found by Wally Amos. He was a veteran who worked as a talent agent with William Morris Agency. He started with sending home-baked chocolate cookies to celebrities mainly to attract them before opening a store in Los Angeles, California on 10 March 1975. By 1985, his sales had grown to more than $10 million. By then the people around the world could see how â€Å"famous† Famous Amos is. However, between 1985 to 1989, Famous Amos went through four different owners since inception. The President Baking Company bought the brand from the Shansby Group in 1992 before Keebler foods purchased the President Baking Company in 1998. Kellogg’s Company then bought over Keebler in 2001. Thus, Famous Amos is now part of Kellogg’s Company. It was only then Famous Amos came to Singapore. Famous Amos was first established in Singapore in the year 1983. It serves the cookies lovers varieties of cookies flavour to choose from. Famous Amos is categorized as one of the Food and Beverage industry and Bakery sector in Singapore which they specialised in cookies, muffins and brownies. With 13 stores located island wide, their minimum requirements of Corporate Structure for each store are one Service Provider and a Baker. These are number of employees who serve the customers at each branch of the stores. Famous Amos also then came out with a new way in reaching the market. They produce the packed Famous Amos Cookies that is convenient to be sold at Convenient Shop such as NTUC Fairprice and Cheers. These are for the convenience of the cookies to be reached (manufactured) around the world without having the physical stores at a country or region. Famous Amos does not have any specific mission and vision since it is now part of the Kellogg’s Company. However, they have a tag line, which states that Famous Amos is â€Å"Truly the Chip Made for the Next Generation†. This shows that they want to serve its original and the best cookies made from generation to generation. Overall, Famous Amos has gone through around the world. They served the people around the world with its finest and freshly made cookies. With these, Wally Amos is now known as the father of gourmet cookie industry. Marketing PhilosophyFamous Amos adopts the Product Concept. The product concept holds that consumers will favour those products that offer the most quality, performance, or innovative features. They focus on making superior  products and improving them over time. Thus, based on Famous Amos, we can see that it offer the most quality, which are their finest and freshly baked cookies. They bake their cookies at their each stores everyday to make sure that its cookies are always fresh. Famous Amos also produced the packets one without changing its concept in serving quality cookies. They make sure that the taste of their cookies stays the same. This is to make sure that their performances meet the standard of the consumers. Marketing OfferFamous Amos is a Profit Organization. It offers mainly Cookies. It serves the finest in freshly baked cookies. It satisfies the wants of its customer due to its freshness of products. They offer nine flavours such as â€Å"No Nut Chocolate Chip and Chocolate Chip Pecan†. Their product includes Cookies, Speciality Cookies, Soft â€Å"N† Chewy Cookies and Cookies Cakes. It also includes a wide range of Muffins and Brownies. However, the core benefits that customer received is actually the exceptional taste of Famous Amos Cookies. SWOT AnalysisInternal Environment (Strengths & Weaknesses)Famous Amos brand is the ultimate strength for the company. Its brand â€Å"Famous Amos† shows it all about them being a â€Å"famous† cookie company. To add with it, Famous Amos received an International Brand Recognition, which is widely recommended and recognised. Famous Amos also has the reputation for its homemade cookies. It has a unique taste that would always attract buyers and especially chocolate cookies lover. Being a product company that is Halal Certified is also strength as it does not limit its product to only non-Muslim but to Muslim people too. Its product that is well distributed in Singapore is also a strength to Famous Amos as it reached its target audience easily. Its packed cookies are also convenient that people can purchase almost everywhere. Famous Amos also provides delivery service that makes it easier and convenience for the customer who bought it online. Its Research and Development (R&D) department also make sure that they always improve on its products and packaging design so that they remain competitive company.  Famous Amos also provides training for its employee to provide good services to the customer. Famous Amos does not need experience bakers and only required a minimal space for its store to operate. Therefore, it is cost effective for Famous Amos and act as a strength to the company. Famous Amos main weakness is in its marketing and promoting as it does not advertise its product as frequent that would inform consumer about its new product or its new stores. These will not create a want for consumer to consume its products as advertisement usually attracts the public and advertisement help to reach the public geographically. It also shows that the public are lack of information about its products. External Environment (Opportunities & Threats)Famous Amos operates stores world wide and it has successfully grow in every market it operates. This shows that Famous Amos has the opportunities in its international expansion. It is the best way in expanding its market. Famous Amos also has the opportunity to develop new strategic ways to increase their profitability. They may ask customer for suggestions or they can give suggestions and ask customer to give opinion. For example, Famous Amos can ask consumers for suggestion if they might want to produce other food products besides cookies to be sold in its stores. However, reports have shown that there is more aging population in Singapore. This will thus be a threat to Famous Amos Cookies as their target audience are mostly kids, young adults and adults. Cookies are also considered bad for health, especially when it contains a lot of sugar. This can also be a threat to the company as government has been encouraging the public to have a healthy lifestyle. Consumers will then avoid consuming something that they might consider unhealthy for them. Target Customer SegmentsFamous Amos basically targets those Cookies and Chocolate Lovers. These are their main customer they are targeting at. However, to be specific, Famous Amos segments their products through marketing segmentation. They are Geographic, Demographic, Psychographic and  Behavioural Segmentation. Famous Amos segments their product geographically generally to attract Cookies Lovers around the world such as the one in Melbourne Shopping Centre in Australia. In Singapore, Famous Amos scattered its stores island wide and it is usually at places that is at convenient to the consumers. For example, they have a store in Compasspoint located in Sengkang which caters the needs for the North-East people and Tampines for the convenient of the East people. Demographic Segmentation segment markets by age, gender, income, education, occupation, religion and race, ethnic background and family life-cycle or size. Famous Amos segments their products within most of these parameters such as the age, income and family size. Age is actually concerning anyone above 3 years old but specifically teenagers and adults of both genders. Their price is relatively affordable for consumers to buy it. They also provide packaging for immediate consumptions and as well as larger family size packs. This means that they do cater to these markets segments to attract buyers with large family size. Psychographic Segmentation consists of social class, lifestyle and personality. Famous Amos mostly segments its market through lifestyle. Lifestyle is a person’s pattern of living as expressed in his or her activities, interests and opinions. When a person bought the Cookies, this may show their interest in consuming the chocolate cookies. Lastly, Famous Amos segments their products through Behavioural Segmentations which segment markets through occasions, benefits sought, user status, usage rate and loyalty status. However, in Famous Amos case, they markets through occasions and target the gift giving market. They provide special promotions and labels for special occasion. For example, they provide hampers and gifts that customer can give at any occasion. Famous Amos also offer benefit sought to the customer from its appealing gift designs. Their gift tins, hampers and products have since to become a gift to be treasured by the person who receives it and a pleasure for the one who gives it. This is the benefits sought a customer may receive. Needs and DemandsTherefore, Famous Amos target audience needs are basically to eat or to have a snack. However, the consumer wants Famous Amos Cookies to satisfy their need. Thus, when the consumer finds a need and has the purchasing power, they will then demand for high quality Famous Amos Cookies. Competitor AnalysisFamous Amos competitors are Mrs. Field and Little Jerry’s Place. Mrs. Field is Famous Amos major competitor as it sells exactly the same as Famous Amos which is cookies, brownies and muffins. Mrs. Field are also its competitor as Mrs. Field is also well-known food and beverages products. Little Jerry’s Place is also a competitor to Famous Amos as it sell cookies and muffins too. Mrs. Field products are slightly the same as Famous Amos as they provide a range of products from cookies, nibblers, cookie cakes, brownies to muffins with a wide range of flavours. In Little Jerry’s Place, they sell only cookies but claim to offer slightly more varieties than Famous Amos and they differ by the taste as Little Jerry’s Place contains more milk, thus the rich milky taste. Mrs. Field prices are considerably the same as Famous Amos whereas Little Jerry’s Place cookies prices are cheaper as compared to Famous Amos. This is a way for Little Jerry’s Place to attract customer, which is to provide good products with low price. Mrs. Field has 8 stores located mainly around the town area and at Singapore Changi Airport. Little Jerry’s Place have 3 stores, located in West Mall, Square 2 and Ang Mo Kio Hub. This shows that Famous Amos has the advantage over its competitors for its distribution area. Mrs. Field offers 10 percent discounts vouchers and season’s offer through its website. Thus, those internets savvy might have the chance to get  discount if they came across the website. Mrs. Field also have Students Special promotion, which is free flow of drinks when dining-in before 6 in the afternoon. Little Jerry’s Place also have a current promotion. They offer one free Muffin if the customer buy four of its Muffin. Both Mrs. Field and Little Jerry’s Place promotions are to attract more customers to buy their products. However, in this case, Mrs. Field has an advantage over Little Jerry’s Place as they target the students which can be the main consumers of cookies industry. Famous Amos is definitely the market leader as it is widely known and recognised around the world. Mrs. Field main strength over Famous Amos is the promotion. Mrs. Field promotions are always up to date as compared to Famous Amos. Mrs. Field shop is also attractive. However, another factor besides being a known brand, Famous Amos has an irresistible aroma that other shops like Mrs. Field and Little Jerry’s Place does not have. Little Jerry’s Place weakness to Famous Amos is its new entry to the market. It is still unknown and does not have any official websites for the consumers to check out their details. Thus, Famous Amos has advantages over Little Jerry’s Place due to Little Jerry’s Place weakness. With these, Little Jerry’s Place could not challenge the Famous Amos high quality, freshly baked and irresistible taste of its chocolate chip cookies. Famous Amos continues to provide its customer with the delicious sweet treats. They make sure that they always meet the standard of its customer by their performance in providing the finest in freshly baked cookies. They also continuously rolls-out new products and packaging design to strengthen their competitive position. Marketing Strategies (4Ps)ProductFamous Amos is classified as a Convenient Product. Convenient Products are products that are purchased frequently and immediately, sold at a lower price, mass advertising and many purchase locations. Thus, based on Famous Amos Singapore, Famous Amos is actually purchased frequently and immediately since it has many purchase locations. It can found mostly in shopping centres that are convenient to the markets. It has 13 stores located around Singapore such as in Cineleisure Orchard,  Tampines Mall and Marina Square. Famous Amos offers wide varieties of flavour for just its Cookies. This is to cater to different markets. For example, Double Chocolate Chip with Pecan targets those who really love chocolate as they offer twice the amount of chocolate chips than a normal favour such as Chocolate Chip with Pecan. Its cookies include the brand name, Famous Amos, quality level which they are known as the world’s best chocolate chip cookies and providing appealing gifts designs. It is nicely package even for own consumptions as it has its own packaging (Appendices: Pictures). PricingFamous Amos uses the Market-Skimming under the New Pricing Strategies. Market-Skimming states that company set a high price for a new product to â€Å"skim† revenues layer by layer from the market and make fewer, but more profitable sales. It is used when a product’s and image support the high price. Its costs of smaller volume could not be so high that they cancel the advantage of charging more. Market-Skimming strategies also make sure that competitors are not able to enter the market easily and undercut the high price. Famous Amos adopts these pricing strategies as it is a product of value. Their product and image thus supports the high price they are selling. The consumers are willing to pay as high as $4.20 for only 100 grams of Famous Amos Cookies that they purchased at the available stores. Competitors are also unable to enter the market easily and undercut the high price. This is due to its known brand and quality of its Cookies around the world for ages. DistributionFamous Amos has a Direct Marketing Channel. Direct Marketing Channel is a marketing channel that has no intermediaries. Famous Amos is a direct marketing channel as the cookies are baked freshly at its own stores that are located island wide in Singapore. This shows that it does not went through a number of intermediaries. However, the packed Famous Amos Cookies went through a number of  intermediaries. It has the Intensive Distribution as it aimed at having a product available in every outlet in where consumers might want it. This is to cater and meet those beyond reached of the cookies. PromotionsFamous Amos does not do any mass advertising for its product. However, Famous Amos has done a rapport with its consumers when they won the international acclaim as the world’s best chocolate chip cookies. It is so unique that it spun the birth of an entire new industry. Its cookies are special with a crisp, nutty and richly flavoured at just the right size. This is the public relations that the brand has done over the years. Famous Amos had also made contributing in helping the needy people by partnering with Community Chest in March 2006 (Appendix: Famous Amos Public Relations). This is to promote their cookies to the public. Famous Amos Website is also a public relation as it is a form of reaching and communicating with its audience through internet. Famous Amos provides Sales Promotion on its Cookies in Gift Tins, Gift Sets and Cookies in Gift Boxes. These are all the premium items that Famous Amos offers at lower prices as an incentive to buy their cookies. Strengths & Weakness of Marketing StrategiesFamous Amos products are definitely strength to the organization. Its product is well-known to the public due to its quality of cookies that always meet the standard of the consumers. It is strength as it can be a perfect choice for midmorning snacks or at any time of the day. It is so handy that it can also be brought for picnics or birthday parties. The same goes for the Packed Famous Amos Cookies. Packed Famous Amos Cookies that is usually manufactured to the convenient chop is strength too as it can easily reached its target audience. This is because convenient shops can be found easily and mostly everywhere. Thus consumers can purchase Famous at their convenient. Being well-located throughout the island is also strength for the organization because having stores island wide shows that consumers can easily purchase the products wherever they are. Famous Amos brand name is known that its pricing strategies are strength to them too. Competitors will be unable to challenge its cookies due to the product quality n well-known brand. Competitors have to make sure that their products are better than Famous Amos Cookies to compete with them. The original cookie that is being sold at the stores is strength as they do not have to go through a lot of intermediaries. These thus save the cost of the organization and eventually save cost for the customer. This is because each intermediary that the organization went through, they will usually tax the products and it will then increase the selling price. Famous Amos weakness is mainly on its promotion. It does not have mass advertising that will subsequently inform its consumer about their existence or that they are still there to offer them the delicious sweet treats, their Cookies. They also do not have any con-current sales promotions that usually attract the consumer attention. This will eventually go back to its product. Its irresistible aroma produced at its stores will be the only factor that shows Famous Amos is still alive. This will be its weakness as for those areas without the stores will then cause the consumer to forget about it. Even so, their products are still at advantage as its quality products are irresistible by most Chocolate Lovers. However, Famous Amos could not base on its products and do not make any changes to them. This is because they will soon be forgotten when a new brand arises. They have to make sure they did some activities to increase the relationship with the customer. Recommendations and SuggestionsFamous Amos promotion has always been its key weakness to its competitor such as Mrs. Field. Thus, they should improve its marketing, especially public relations. This is an important factor as they must communicate with the customer to show them that they are vulnerable to the company and they treasure them for consuming their products. Advertising  is equally important as advertisement helps in reminding customer about their existence. Distributing flyers or their pamphlet can also be done. Famous Amos may also like to offer financial benefits to its regular customer by having Frequency Programs. This will help its consumer to enjoy benefits that the company provide. They may also like to give out its pamphlet when they produce new products. This is also a form of promoting its products. Famous Amos may also want to wider their product varieties like providing Famous Amos may also like to make its place for the consumer to dine-in. This means that consumer can dine-in while enjoying the cookies and aroma of Famous Amos cookies. Famous Amos may also like to produce something new that target the older generation since Singapore is having more aging population. This also helps in widening its audience thus generate more profit. ConclusionFamous Amos is widely known in the world. However, it is always good for the company to improve any of its weakness, grab any chances, and be prepared in challenges that they will face and always be innovative that will strengthen their competitive position. In my findings, I found that Famous Amos is preferred as compared to its major competitor, Mrs. Field. This is so as when I consulted some people about cookies company in Singapore, some does not realise the existence of Mrs. Field. Even so, Famous Amos has to really improve on its marketing strategies to attract the consumers. It is because, Famous Amos has the opportunities in doing more than what they are doing currently. They should really inform the public about their new products if there is any. This is because, I did not know they produce a new product until I visited a Famous Amos store located in Tampines. There is a sign that shows that there is new Fudge Cake. When I asked one of the salesperson, they mentioned that it has been out for quite sometime. That is why it is important for Famous Amos to promote their products as to generate more profit to the company. However, one most important factor that Famous Amos has is its cookies fragrance. It  is strong and attract consumer to crave for their cookies. I also visited both Famous Amos competitor stores, Mrs. Field located in Changi Airport Terminal 3 and Little Jerry’s Place located in Ang Mo Kio Hub. Mrs. Field stores are so attractive. It has a good sense of attracting consumer by using bright metallic red as a theme to their store. Little Jerry’s Place does not really attract the public with its appearance. However, it use the strategy of promotion such as â€Å"Buy 4 get 1 free† to attract consumers to buy their product. Thus, I find that it is important for company to plan on its marketing strategies. This will help in their profit maximisation. I also realised that it is important for the company to be attractive in attracting the public attention. However, as a whole, I can say that Famous Amos has done a great job in its effectiveness of providing standard and superior quality products. Famous Amos has also stays competitive and innovative in managing its products. Websites Famous Amoshttp://www.famous-amos.com.sg/Main website of Famous Amoshttp://www.speakers.ca/amos_wally.aspxFounder of Famous Amoshttp://en.wikipedia.org/wiki/Famous_amosHistory of Famous Amoshttp://www.sugarstand.com/sc/sc0073-famous-amos-cookies.htmhttp://www.instaoffice.com/famous-amos-chocolate-chip-chocolate-chip-cookie-cookies-famous-amos-food-keebler-snack-snack-food-s.keb98067.0.7.htmInformation on Packet Famous Amoshttp://www.ncss.org.sg/about_ncss/press_release_archives.aspPress Release of Famous AmosMrs. Fieldhttp://www.mrsfields.com.sg/index.htmlMain Website of Mrs. Fieldhttp://en.wikipedia.org/wiki/Mrs._FieldsHistory of Mrs. Fieldhttp://www.asiacase.com/ecatalog/NO_FILTERS/page-GLOBIZ-653127.htmlInformation of Mrs. Field (e.g. Industry)Little Jerry’s Placehttp://www.timelessfacade.com/2007/04/amk-hub.htmlhttp://www.soshiok.com/print/9256Information websites

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Inflation - Essay Example As inflation is directly proportional with the aggregate demand in an economy and also the money supply, governments encourage a certain rate of inflation to prevail in an economy for gradual growth (Edwards, 1984). Prior to setting up of a business or preparing the annual financial budget for the economy, inflation is always taken into account. Measures are taken to control inflation so as to leave room for investment, global competitiveness and local demand in the economy. Therefore, attaining price stability through controlled inflation has always been one of the major concerns for all economies (Hart, 2010). Inflation is caused through various factors. It is however difficult to conclude as to what factor has precisely led to inflation and by how much. The forces of demand and supply and other factors concurrently result into inflation and the government has the tools of fiscal and monetary policy to control these factors simultaneously. The major causes of inflation can be because of a demand shocks, supply shocks, money supply and exchange rates, and future expectations (Mishkin, 1984): Inflation is directly proportional to the aggregate demand in an economy. This is because, when the economy is at its growth stage, there are more employment opportunities. As more people are able to work, households’ incomes rise giving them more purchasing power. This causes a rise in the aggregate demand. As the aggregate demand curve moves to the left, the producers also have to increase their supply to exploit this rise in demand. As they increase their production/extend their supply, their costs of production increase which results into an increase in the price level. This Demand-pull inflation can be so intense that it can also cause a Stagflation where an economy reaches at a stagnant growth with high unemployment and high inflation rates. (Martin, 1985). In contrast with Demand-Pull Inflation, Cost-Push Inflation is

The layout and operation of a piston engine Assignment

The layout and operation of a piston engine - Assignment Example 1. Stationery parts These include all parts that hold the engine in place and resist the motion of the entire structure due to moments created by the dynamic moving parts. Source: Griffiths Denis, 1997 It also houses the jackets for the cylinder cooling system and the sump for storing the engine lubricating oil. Some of these parts include (i) Bed Plate- The main functions of the bedplate includes providing a support for the main engine bearing and provides a cover space for the lower portion of the crankcase. The sump for the lubricating oil is also contained in this area. (Anderson Henrik, 2007) (ii) Main Bearings- This supports the crankshaft and takes up the load that is transmitted from the piston onto the crankshaft. Explosions or unequal generation of torque can affect the bearing severely which can be easily replaced thus preventing replacement of the entire crankshaft.( Calder Nigel, 1987) Source: RTA84T Sulzer Engine, 2004 (iii) Frame- This houses the entire upper portion o f the crankcase and provides stability to the cylinder block. In marine engines these are also referred to as the ‘A’ Frame. ... ource: RTA84T Sulzer Engine, Liner 2004 (vi) Cylinder Heads- This is the top portion of the cylinder liner and seals the liner thus creating a confined space required for combustion. (vii) Valves or Ports- The function of valves or ports is to allow the entry of fresh air required for combustion and to allow the exit of exhaust gas after the combustion is over. Valves are an additional entity usually housed on top of the cylinder head while ports are holes and openings situated on the cylinder liner which open or close according to the position of the piston skirt with respect to the cylinder liner. (Calder Nigel, 1987) 2. Moving Parts (i) Piston- The face of the piston acts as the other end of the confined space in which combustion occurs. The piston slides in and out of the cylinder contributing to each stroke of the engine. To prevent metal to metal contact between the liner and the piston sides a small clearance is maintained; the sealing achieved by a number of sealing rings hou sed in grooves at the upper end of the piston. The sealing ring prevents the air or exhaust gas from passing on to the underside of the piston. The bottom end of piston is called the ‘skirt’ while the upper portion is called the ‘crown’. Source:RTA84T Sulzer Engine,Pistons, 2004 (ii) Connecting rod- The connecting rod can be construed as a bar which has bearings at both ends. It acts as an interface between the piston and the crankshaft. The thrust developed on the piston is transmitted to the crankshaft via the connecting rod. (Anderson Henrik, 2007) (iii) Connecting Rod Bolts- The connecting rod connected to the crankpin of the crankshaft has a split bottom end. This split end is held in place by these bolts. (iv) Crankshaft- The reciprocating motion of the piston in the cylinder

Impact of the Affordable Care Act Essay Example for Free

Impact of the Affordable Care Act Essay Impact of the Affordable Care Act on North Carolinas Uninsured Health insurance is one of the most important benefits a citizen can have in America. Some Americans who work acquire health insurance through their employers. But then, there are Americas who do not work and therefore, are unable to have health insurance. The Affordable Care Act was signed into law on March 23, 2010 by President Obama and the United States Congress, (North Carolina’s Institute of Medicine, 2012). This paper will focus on the impact of the Affordable Care Act on North Carolina’s uninsured. With the rising cost in health care and high co-payments pertaining to medical conditions, some people cannot afford health insurance. With the loss of jobs and losing their livelihood, some people cannot afford insurance. Individuals who work with small businesses do not have health insurance because these small businesses cannot afford to provide health insurance benefits for their employees. Some people just do not work and therefore, do not have health insurance. This whole uninsured population is the ones who do not seek health care when they have health issues or have chronic medical conditions, and also do not practice preventative care. According to the North Carolina’s Institute of Medicine (2012), there was 1.6 million (19%) uninsured people living in North Carolina in 2010 and According to Milstead (4th edition, 2013), this group of uninsured whose income was below federal poverty level included pregnant women, children 18 years old and under, parents who were employed or unemployed, adults without children, disabled and the elderly population. By 2014, the Affordable Care Act (ACA) offered much new coverage for the uninsured population. It required states to offer Medicaid insurance to working families whose income was below the federal poverty level of 138%, that is $30,429 for a family of four ( Milstead, 2013). According to North Carolina’s Institute of Medicine (NCIOM), For a family making above the federal poverty level, but not enough to afford  health insurance, the ACA provided subsidies to help them purchase private insurance through new insurances that was created by the ACA. Before ACA, Medicaid only covered children, parents, pregnant women, disabled people and the elderly. Now in 2014, it is available to all adults making below the federal income level (NICOM, 2012). This population of insured people will now receive health services, preventative services, and prescription drugs and so on. By 2014, with the Affordable Care Act in effect, according to (NCIOM, 2012), almost 800,000 of people living in North Carolina that were not insured will be insured. 41% of this population will obtain insurance through private insurances and 59% through Medicaid. With this amount of surplus in insured patients, health care workers and professionals will be in greater demand, especially primary care providers. This may cause a longer wait period to see ones’ primary provider or a specialist. There will also be a decrease in treating preventative care. North Carolina is aware that there will be a shortage of medical personnel’s with this demand. They have to find the funds to educate and have enough health care providers to ensure that the workforce is available to meet the state’s demand of insured people. The health care workforce, who are the primary workers, include doctors, nurse practitioners, registered nurses, physicians’ assistants, psychologists, psychiatrists , medical assistants, nurse midwives, and licensed practical nurses. This workforce, in a broad spectrum, ensures that patients receive optimal quality care, treat and teach preventative care, manage chronic illnesses, both physically and mentally. To be able to increase the medical workforce in order to meet the health care needs of the population, North Carolina’s schools and universities have increased their students’ class capacities. Some of these schools including Duke University School of Medicine, The UNC Chapel Hill Department of Pediatrics/ UNC Hospitals, the nursing programs at UNC Wilmington, Western Carolina University and many others have received funding from the ACA and other agencies. Other groups are responsible to offer loans and scholarships in the effort to attract students into the medical field. Rural training is also available to students as well. (NICOM, 2012). North Carolina is also  encouraging a diversified form of teaching and is encouraging minorities to be a part of the medical workforce. They believe that patients will adhere to practicing better health and lifestyle changes if they are told to do so from someone of their own race. North Carolina is taking appropriate steps to be able to meet the health care needs of its insured people. The State has taken steps to expand the medical team workforce through offering scholarships and grants to different universities. This is to enable patients to receive access to good quality health care, both in the urban and rural areas. Community centers infrastructures are been redesigned to meet the needs of the insured population. Health insurance companies are responsible to provide health benefits such as low co-payments according to the plan an individual or family signs up for (NICOM, 2012). Health insurance companies are also responsible to be able to help pay for prescriptions drugs, outpatient care, emergency care, hospitalization, and preventative care practices. According to( NICOM, 2012), North Carolina is not a healthy state, but with the introduction of the ACA, they are planning to become a healthy state in the year 2020. The ethical implications of the Affordable Care Act are giving the citizens of North Carolina a right to have health insurance. No one should avoid going to the doctor when they are sick because they cannot afford it. Everyone should have a choice to practice preventative care medicine. According to the Whitehouse.gov, pre-existing conditions will no longer be a barrier to obtaining health insurance. Individuals and families will receive tax credit support to pay for their coverage. All in all, the Affordable Care Act has given all Americans the right to have health insurance. References North Carolina Institute of Medicine (NCIOM). Examining the Impact of the Patient Protection and Affordable Care Act in North Carolina, 2012. Retrieved from http://www.nciom.org The Affordable Care Act: Immediate Benefits for North Carolina. Retrieved www.whitehouse.gov/files/documents/healthcare-facts Milstead, J. Health Policy and Politics, 2013.

Review on Video Steganography Technique

Review on Video Steganography Technique Kamred Udham Singh Abstract In the era of information security, Steganography is a most secure method, used for concealing existence of secret data in any digital cover object such as image, audio, video and text files. In the last several decades broad research has been done on image steganography technique due to their easiness of data embedding and data extraction. Hide the existence of the embedded data in any digital object is the main objective of steganography. The main key factors of steganography are Undetectability, robustness and capacity of the concealed data that separate it from related techniques like cryptography and watermarking. Nowadays, video files are much more accepted because of large size and memory requirements. This paper intends to provide a survey on various video steganographic technique and covering its fundamental concepts. Keywords: Video steganography, data hiding, spatial domain, Transform domain, DWT, DCT. Introduction Today’s digital world it is very important for secret communication of any private information in safe and secure manner, it has created new challenge of information security. Here a most important question arise that which method we choose for containing its integrity and degree of security. Several methods have been proposed for addressing the issue of information security like cryptography, steganography and watermarking. In Cryptography information encrypted in such form that it becomes meaningless to eavesdroppers using any encryption algorithms such as DES but how strong is the encryption algorithm, it could be broken. Data can be easily replicated and distributed without owner’s consent due to lack of security. Watermarking modified the original data by embedding a watermark containing key information such as logo or copyright codes to protect the intellectual properties of digital content. Moreover, in some situation it was necessary to distribution of informati on without anyone detecting that the communication happened. So steganography comes arise in digital world to handle this case. Steganography technique is the art and science of invisible data communication. The word steganography originated from the Greek language and derived from two Greek words â€Å"stegos† which stands for â€Å"cover† and â€Å"grafia† which stands for â€Å"writing† [1]. Figure 1.The different disciplines of information hiding [21] Steganography developed driven by the necessity to conceal the existence of a secret data communication. Although steganography and cryptography both technique are try to protect data, but neither steganography nor cryptography alone is perfect. Consequently it is better to combine both technique together to increase the degree of security of the system [2]. Though steganography is technique for the communication being between two parties. So main concern of steganography is to conceal the existence of the data communication and protecting the hidden data against any alterations that may happen during communication such as format change or compression but integrity should be maintain. The major difference between Steganography and Cryptography is that the cryptography keeps the contents of information secret while steganography keeps the existence of information secret [3]. As video steganography is the focus of this review paper which can be viewed as an extension of image steganography. Really, video is a stream of a sequence of successive and equally time-spaced still images. So several image steganographic techniques are relevant to videos as well. Hu et al. [28],], Langelaar et al. [38], Shang [74], and Sherlyetal [76] extended various image data hiding techniques to video. Video steganographic techniques There are various applications such as intelligence agencies and military communications where video steganography can be employed [4]. Lie et al. [5], Yilmaz et al. [6] and Robie et al. [7] proposed another types of applications like video error correction during communication and for transmitting additional information without requiring more band-width [8]. Video steganography was used for hiding data in a video captured by a surveillance system was demonstrated by Zhang et al. [9]. There are various signal processing transform like DWT, FFT and DCT, any one of them can be used as video stenographic technique to hide data in the frequency domain of the cover object. Secret data can be hide either on per pixel basis or group of pixels called blocks [10]. Video steganographic techniques can classify in a number of ways. Sherly et al. [11] categorize them according to compression, compressed techniques [12, 13] and uncompressed video techniques [15]. Video steganographic techniques can also be classified on the basis of domain of embedding, these are transform domain techniques [14, 16] and spatial domain techniques [17]. Shirali-Shahreza [18] stated that video steganographic techniques can be also categorized on the basis of considering the video as a sequence of still images [17, 19]. Or utilizing the video saving format for data hiding [20]. Or finding new dimensions in the video which helps in the steganographic process [12, 15]. The fallowing figure depicts th ese possible classifications. Figure 2: Various Classification of video Steganography This paper will discuss classification based on embedded domain and cover-up all the literature related to video steganography. Bit Substitutions Methods Least Significant Bit (LSB) Bit Substitution-based steganography techniques replace the cover bit with the binary equivalent of secret data bit. The main advantages of bit substitution methods are the simple implementation and the high data hiding capacity in comparison to other techniques. Bit Substitution-based technique have many methods such as Least Significant Bit (LSB) method, Bit Plane Complexity Segmentation (BPCS) and Tri-way Pixel Value Differencing (TPVD) etc. Least significant bit (LSB) insertion is an oldest and most famous bit substitution-based approach for embedding data in a carrier file like video or image and it is capable of embedding huge secret data. Least significant bit technique operates by altering LSB bits of the cover file to conceal the secret data bit. Most of the bit substitution-based methods that exist are really inspired by the LSB technique. Data hiding technique developed to hide the secret data in definite frames of the video file and in definite position of the frame by LSB substitution using different polynomial equation. In this technique data will be hidden on the basis of stego key which is in the form of polynomial equations with different coefficients [22]. A. T. Thahab [23] proposed Digital Color Video Steganography Using YCbCr Color Space and Dynamic Least Significant Bit technique is apply to hide video data file inside the other video cover object .This techniques also found on the basis of least significant bit algorithm. Bit Plane Complexity Segmentation (BPCS) Normally the idea behind the LSB technique is to modify the least significant bits of the pixel with the binary equivalent of secret data. If more significant bits are used to hide the data then it deteriorating the quality of image. Due to this disadvantage of this technique leads to evolution of other technique which trying to overcome this disadvantage. Kawaguchi and Eason proposed Bit Plane Complexity Segmentation (BPCS) technique [24] and Chang et al. proposed Tri-Way Pixel-Value Differencing [25] .BPCS technique can be applied in the both spatial domain and transform domain [26,13] to address this problem. The basic idea of BPCS technique is to break down an image/frame into the bit planes and every bit plane treated as a slice of the image which is made up from all the bits of a definite significant location from each binary digit. Regions in the bit plane are categorized into informative and noise-like after that noise-like regions are substituted with the secret information and maintain the perceived quality. Jalab et al. [19] implemented the BPCS technique for hiding data in MPEG video format frames. This technique works in the YCbCr colour space instead of red, green and blue (RGB) components of a pixel for removing the correlation between the RGB and also decreasing the distortion produced by data embedding process. It is well-known that Human Visual System (HVS) are sensitive modifications in smooth parts than noise-like. Therefore, the BPCS method was applied for computing the complexity of every region in the cover frame. The complexity of every region of the bit plane is computed as the number of on edge transitions from 0 to 1 and 1 to 0, both vertically and horizontally. Tri-way Pixel-Value Differencing (TPVD) It is another bit substitution-based method is the Tri-way Pixel-Value Differencing (TPVD) [13] which is a modified form of the Pixel-Value Differencing method. To maintain the visual quality of cover object it is intuitive to think that data should be concealed in complex parts of the object. It hides the data in the difference of two neighbour pixels value which are classified into ranges, larger range index shows a sharp area where more secret data can be concealed and smaller range index shows a smooth area where less secret data can be concealed. In the data hiding process first partitioning the cover object image/frame into non-overlapping chunks of two neighbour pixels and its range are determined. After that number of secret data bits to be concealed is computed based on the range index. Lastly, the essential number of secret data bits is extracted from the secret data and corresponding their decimal value is used to generate a new difference and the pixel values are adjusted accordingly. This method provides high capacity and imperceptibility for human vision of the concealed secret data. Sherly et al. [11] implemented this technique to hide data in MPEG compressed videos and stated that secret data are hidden in the macro-blocks of the â€Å"I† frame with maximum scene modification and in macro-blocks of the P and B frames with maximum magnitude of motion vectors. Transform domain techniques Although Bit substitution-based methods are the simplest way for data hiding, but vulnerability is main disadvantage to any cover alteration like compression, format change, etc. This data embedding techniques can be easily cracked by an attacker. Transform domain methods are more complex than Bit substitution-based methods and try to improve the perceptual transparency and the robustness of the generated stego-objects. Any transform-domain technique contains of at least these phases, first transformed the cover object into the frequency domain, in second phase secret data is concealed in some or all of the transformed coefficients. In final phase modified coefficients are transformed back to the original form of the cover. Discrete Cosine Transform (DCT), Discrete Fourier Transform (DFT) and Discrete Wavelet Transform (DWT) are types of transform domain. Raja et al. [27] Stated that DFT methods introduce round-off errors which do not make it ideal for data hiding applications. So du e to this reason Discrete Fourier Transform methods are not popular in steganography. But, few techniques in steganography used DFT based steganography like McKeon [28] used the 2D DFT for steganography in videos. Discrete Cosine Transform (DCT) Discrete Cosine Transform (DCT) is a very popular transform and broadly used with image and video compression methods. Chae et al. [29] presented an algorithms in this field using texture masking and multidimensional lattice structure and used MPEG-2 compressed videos. Secret data and the cover video frames both are transformed using 88 Ãâ€"8 non-overlapping blocks. The secret data coefficients are quantized and then encoded by the multidimensional lattices, after that concealed into the cover frame DCT coefficients. Data hiding is adaptive to the local content of the video frame blocks. Steganographic techniques facing the challenge of improving the data embedding capacity without affecting visual quality. Large quantity of secret data can be embedding in the cover video is main objective of High bitrate techniques. A high bitrate algorithm is proposed by Yang et al. [16] which works on H.264/AVC Compressed videos. This method first convert the cover video frames to YUV colour spac e and then 1 data bit is embedded in each 4Ãâ€"4 DCT coefficient block . Strength points of this algorithm are large amount of data embedding capacity, robust to H.264 and MPEG-4 video compression techniques and also tamper resistant. Discrete Wavelet Transform (DWT) Discrete Wavelet Transform (DWT) is popular in signal processing and video/ image compression. Wavelet transform fragmented a signal into a set of basic functions called wavelets. The DWT has many advantages over DCT like providing a multi-resolution description and permitting for better modelling of Human Visual System (HVS). DWT delivers a multi-resolution analysis which analyzes the signal at diverse frequencies produce different resolutions. Temporal resolution is main advantage of DWT. It captures frequency and frame location information. At each level of transformation, a frame which is transformed with Haar wavelet transform [30] is decomposed into four bands. One of them is approximation band which represents the input frame after implementing a low pass filter and compressing it to half. Other remaining three bands are high pass filter and called detail band. High-resolution sub-bands permit simple detection of features like edges or textured parts in transform domain. DWT d oes not need to decompose the input cover object into non-overlapping 2-D blocks, which reduce the blocking artifacts. Wavelet transform produces floating point coefficients which are used to perfectly rebuild the original signal. Some video steganography techniques trusted on the integer-to-integer wavelet transform. Xu et al. [15] proposed an approach on this technique. In proposed scheme data is embedded in the motion component of video due to these two reasons first is not more affected by compression and second is HVS are not more sensitive to catch the changes in motion areas of video. The methodology of this algorithm is that, in first step motion component of video is computed from frame-by-frame basis, after that computed motion component are decomposed in two-level wavelet decomposition. In last step secret data bit are concealed into low frequency coefficients which are based on the values of coefficients. This technique maintaining the quality of video after the data embedding process. Requires a cover video with large motion component because data hiding capacity is depend on motion comp onent is the disadvantage of this algorithm. Adaptive steganographic techniques Adaptive steganography technique is a special case of the two former techniques which is also known as ‘‘Statistics-aware embedding’’ [31], ‘‘Masking’’ [32]. An adaptive technique basically implemented by studying the statistical structures of the cover object before changing with the secret data which helps to identify the best regions to embedded data [33]. Sur et al. [34] proposed an algorithm on temporal redundancy which select macro-blocks with low inter frame velocity and high prediction error as their regions-of-interest (ROI). Furthermore, the number of DCT coefficients used for data hiding is adaptively computed based on the relative stability of the prediction error block. This algorithm offers a very low data hiding capacity. Mansouri et al. [12] proposed a technique which combined the features of both spatial and temporal of the video and utilized a spatial key property. The objective of this technique is maximizing both perceptual invisibility and robustness by choosing frame regions which are perceptually unimportant. High data hiding capacity as it uses both temporal and spatial features of the cover video stream is the main advantage of this algorithm. Conclusion This paper presents a short review on video steganographic techniques and the key algorithms of video steganography. Steganography, cryptography, and watermarking technique and their differences is also discussed. An overview of steganography is presented and mainly focus on video steganography and its applications. Various video steganography techniques and classification of the existing video techniques are explained which are based on spatial domain, transform domain and other techniques. Advantages and disadvantages of these techniques are focused. Steganography techniques are mainly struggling for achieving a high data embedding rate. It is a good substitute channel for hide data in video files because it have many outstanding features such as large capacity and good imperceptibility. This paper delivers effective review on the design of a video steganographic system.