Bridge Design Process

Bridge Design Process In order to begin we must start our design process with the first step. We have to identify the need. The scenario is that we need to connect two pieces of land or structure so that a car must be able to pass through it. In this project we are to design and construct a bridge for a matchbox car. The bridge must be made of balsa wood and glue only. It must support its own weight, the load of the matchbox car, and additional weights that will be added. Next we must identify what problem is given.In this scenario our problem would be that we have a car that wants to travel between the two areas that the bridge is attached. We have only certain materials that can be used in constructing our bridge. And using those certain materials it must be of a particular size. And once those criteria have been met we must have a strong bridge that will carry the weight of the car and any additional weights placed on it. This bridge must have a truss design. Step three of our des ign process we search for ideas.From our research we know that the triangle is the strongest shape in construction and this is why trusses are made up of triangles. Our bridge must be a truss bridge design. So we have done research as a group and individually on the different truss bridge designs. There are many different truss designs that already exist. So we have done internet research into the trials and tests put on these different designs to see what features are stronger than others. Then we look at the project constraints that are given to us.The constraints that we have are materials, roadbed size, cross section size, span opening, and overall bridge width. The materials can only be balsa wood and glue. Glue can not be on surfaces that are not bonded. The roadbed is where the matchbox car must be able to pass along the bridge. The roadbed must also be able to accommodate the loading block with footprint, which is required for adding weights. There are also measurement const raints on the roadbed. The cross section wood members must not exceed one-eighth by on-eighth inch.Span opening must be approximately four hundred millimeters. The bridge has a minimum width of fifty millimeters with no maximum width constraint. There is no minimum or maximum height requirement. The design criterion is the fifth step in the design process. The criteria would include the cost, reliability, weight, maintenance, appearance, compatibility, safety, noise level, effectiveness, durability, feasibility, and acceptance. Cost is very manageable for our design since the only materials will be balsa wood and glue, which are relatively easy to find.The whole idea for the bridge design was something that could safely carry the weight of the car and the weight of the loading block plus all the weights that will be added. So therefore, when picking the design, we chose something that we thought would be reliable enough to carry all the required weights while safely allowing the car to pass through without flexing or collapsing. We also tried to make our bridge as light in weight as possible for the design because we will be competing for the lightest bridge if ours carries our predicted weight.The design appearance is very symmetrical which is pleasing to the eye. It is nothing too complex, which makes it very acceptable. This bridge is very compatible with any location or environment. Since our design is a very open design the noise level would be minimal since it is not enclosed. It is, overall, a very durable and feasible design. Step six in the design process is to find alternative solutions. Before we came up with our final bridge design we had many alternative solutions to the problem that would fit the need. In our group we have seven members.So we each individually did our own research about the materials, about trusses, and about different bridge designs. After that research we each came up with our own individual bridge design that we thought would be sufficient for the need. We then made a sketch of that bridge in our group journal. Then during our next meeting, we discussed each bridge and the strengths and weaknesses of each bridge. And from all those alternative solutions we came up together, using something from each individual idea, with a bridge design that was the best for the final product.For the analysis part of the bridge, we focused mainly on design. Because this is a truss bridge, and the strongest structural shape is a triangle, we knew that we had to focus on the trusses in the bridge. We did research on the stronger and weaker truss designs. Through our research we found that the bridges that contained more triangles were the bridges that ended up holding up the best to stress being added. Along with the design, the physics behind the trusses were of equal importance.We included a truss analysis along with our bridge to determine if the weight that the bridge has to support will be distributed along the length of the bridge evenly. Other factors that we took into account are how the bridge was going to be loaded. We knew the weight was going to be anchored to the middle of the bridge so we had to make sure that the weight would be evenly distributed to keep from collapsing. Our criteria from our decision matrix came from many different places. Before we each picked a bridge to input into our group journal, we had done a lot of research.We had to research what a truss bridge was and what made them strong. Then we had to incorporate those ideas into our design. So once each of us had picked a bridge that we thought was sufficient for a final product that design still had to convince the other members of the group before it was chosen as the one design for the overall product. The final design was something that we all agreed would withstand the weight. For the specification part our project we have many things. First we have all our bridge ideas sketched in our journal. We then have a deta iled AutoCAD drawing of our final design.And we have a truss analysis of the angles of our trusses in our portfolio. The Bridge Design Process: The Abstract We are given a project, or a problem, where we need to attach two masses with a bridge so that a car may be able to pass through it. The bridge must meet certain criteria and constraints. It must carry the car and added weights and still be safe. But before we can determine a bridge design, we must use our ten step design process to come up with a sufficient design. The following report goes in depth on that process and our decision process.

Enabling Learning and Assessment Essay

Description, use and evaluation of two different assessment activities. Assessment is the process of checking what the learner has learnt against what has been taught. Assessments are used as a diagnostic tool to establish entry level behaviour / academic ability, to help diagnose any addition learning disabilities and to determine the learners preferred learning styles. Assessments acts to motivate learners, and create additional learning opportunities. It is also Used to provide constructive feedback. Assessments are used to grade learners course work and is used as a quality assurance mechanism both internal (standardisation meeting) and external (External Verification by Awarding Body). Assessments ensure that standards are maintained, certificates achievements, helps facilitate progression and predicts future performance / selection. Wilson (2008:114) states that ‘You may use assessment to identify specific needs of learners and assessments should be an integral component of your teaching and lesson plan.’ Norm referencing or normative – this is one a learner is assessed against each other –the learners’ abilities is measured/ compared against the learners. This method is very common in educational establishments. Criterion referencing –learner has achieved a particular standard – the learner can either to the tasks, answer the question or use occupationally competent. This method is used in NVQ/ QCF . This tends to be a pass or fail approach. This style of assessment measures what the learner can do and will be given the appropriate support and guidance to achieve. Ipsative assessment –this method of assessment relies on the individual learner self assessing –whether their knowledge performance or ability meets the standards set. This will be used at the end of the programme. The learner will summarise his learning at the end of programme Formative assessment – this is also known as continuous assessment. It will allow the learner to determine their progress and improve where necessary. This can act as a motivational tool to the learner. Kolb learning styles advocates formative assessment as this will aid personal development and progression after the course of study. Summative assessment – this tends to take the form of tests for exams at the end of study. This tends to be a more formal way of assessing. The learner is tested on their skills and knowledge that once the learning has been completed. This form of assessment tends to put enormous pressure on  the learner and success is dependent on the final outcome of the test. Many learners find this quite anxious leading to learner apprehension. Observing a learner in their place of work would enable me to determine their level of occupational competence. As a health and social care assessor/ tutor, this form of assessment works best, any areas of discrepancy would be addressed when providing the learner with feedback. Observation assessment gives the learner the opportunity to demonstrate their knowledge and understanding. Wilson. (2008:114) states that ‘this is considered one of the best forms of assessment because there can be no doubts in the mind of the assessor that the learner knows how to do something.’ The learners tend to generally enjoy assignments due to the variety of each assignment. A marking guide for each assessment can be easily established for other tutors to mark and support learners. One has to be aware that Projects are learner driven and Assignments are tutor led. As a tutor, marking written questions requires a very detailed marking assessment (Reliability) plan to ensure transparency and fairness. Deciding what proportion of their work deserves what marks and areas relating to punctuation a, gramm ar and spelling needs to be address and shared with learners at the start of each written essay. In addition to the above, Oral questions allows me to directly assess the learners understanding of the subject matter (Authenticity). I have used this method when conducting Observations and when providing feed back to learners after they have completed their multiple Choice/ short answers. Some learners find it difficult to understand what is required from them when posed as a written question. By verbally repeating the question or re-phrasing the questions will give the learner the opportunity to add to their original answer (Differentiation). One has to be aware not to used leading or closed questions. As a tutor I need to be aware not to lead the learner and authenticity of the learner work can be questioned. With the learner permission, digital Dictaphones are often used which can be used to check authenticity (learners’ words and voice can be heard and validated). Learners tend to benefit from formative assessment activities throughout the duration of their course as it would provide opportunities to build on their strengths and provide additional opportunities to learn from their mistakes. A good assessment model should consist of the following clearly defined stages: Decide the intended learning Outcomes: Devise the assessment  task(s): Devise the learning activities. Reliability is an important element of all assessment models as it should ensure that assessors/ tutors acting independently using the same criteria and marking scheme would come to exactly the same judgement about a given piece of work. Explicit learning outcomes tend lead to achieving reliability as all assessors / tutors and learners follow the same learning outcomes. Reliability should: Ensure that same work should be awarded the same score .Secondly, Examiners / assessors award the same score to the same script if they score it again on a subsequent occasion. Finally, ensure that student get the same score in the test when it is administered at different times. Reliability can be increased by introducing a marking scheme for assessors especially for those assessments which have traditionally low reliabilities i.e. essays. It will not ensure that the essay will be marked in exactly the same way but will ensure the basis of the marking will be the same i.e. looking for the same things in each essay leading to increased reliability. Validity – Does the assessed task actually assess what you want to it to? There are different types of Validity .Content validity: Ensuring that the aims of the curriculum are in keeping with what the learner needs to know. One has to make sure that the learning objectives are remains closely linked to the learners desired learning outcomes otherwise the quality of the whole course could be brought into question. Secondly, Construct validity: ensuring that the assessment is closely linked to the desired learning outcomes of the course. Finally, Predictive validity: Ensuring that the performance of a student on assessments is closely related to their future performance on the predictive measure. Francis & Gould (2009:87) stated ‘The way in which the required information is delivered can also make a significant difference to the way in which it is received’ Reflect on feedback in assessment to inform learners’ progress and achievement Feedback is a process involving the tutor and learner. It is an opportunity for both parties to give constructive advice on their strengths and addressing weaknesses, as well as offering guidance and support, in order for future development to occur. Having a good rapport with your learner, helps in the feedback process. Francis & Gould (2009:87) stated ‘The most obvious of these is to have a good knowledge of the learners-their  previous knowledge and experience, their current levels of understanding, their aptitude for the subject’. The ‘Feedback Sandwich’ is a popular method of giving feedback whereby the tutor opens with a positive statement (reassures and relaxes learner) followed by a developmental statement (contribution from learner is sort during this stage) including area of concern, ending with a motivational closing statement (learner to identify their own are as of development). Francis & Gould (2009:105) stated ‘Good feedback acknowledges what the learner is doing correctly and identifies clearly and concisely what can be done to further improve performance’. This can be used as part of the learner assessment process. This can be either an informal or formal format. I tend to give weekly informal feedback after an assignment has been submitted followed by a formal 12 week Progress review. One must be aware of ‘telling ‘or ‘asking’ approaches during feedback. ‘Telling ‘has the advantage in providing a quick / direct response and giving confidence to inexperienced learners in the short term. In the long term the learners confidence may be eroded leading to over dependency on the tutor. ‘Asking ‘approaches invites the learners to self evaluate their progress and arrive at their own conclusions leading to a more independent learner (used at 12 week reviews ) . Insecure and timid learners may find this approach to feedback intimidating especially if they have difficulty evaluating and analysing their work. I have used the Telling approach to a new learner who required a quick and direct first feedback review in order to focus them on the task at hand. Francis & Gould (2009:107) stated ‘†¦A general rule we should try an ‘wean ‘learners away from reliance on the teacher and help them become more independent in their learning and performance of the skill’ Feedback could be either verbal or written. Feedback requires good communication skills and a diplomatic nature and approach. It will also test your listening, objectivity and explaining skills. Good feedback should: Delivered promptly after an assessment, Be a two way process between learner and tutor, Motivational in nature, where by the learners self esteem and confidence is not adversely affected, Specific and to the point- as a tutor, one has to be aware not to digress and remain objective , Choice and solutions can be explored during feedback, focus on things that can be changed i.e. behaviour and finally Positive and Constructive whereby the learner feels that the required changes can be  achieved. Francis & Gould (2009:105) stated ‘Feedback, whatever the purpose, should be constructive.’ During a recent observation assessment with one of my learners, I provided verbal feedback on what I had observed, in which my positive but constructive feedback was generally well received. I focussed on the positive elements of the observation, highlighting the assessment criteria that I thought were met, followed by area that I thought could be improved on. The learner commented that she had not realised that she had covered so many assessment criteria’s and had had conducted herself in such a positive and professional manner. As A result of receiving such positive feedback which highlighted areas of her strengths and weaknesses, she has improved the quality and frequency of her written assignments. How feedback from others informs owns professional practice. I have recently received feedback from my line manager (Internal verifier), conducting a learner 12 week review on their progress to date. On the whole, my line manager thought I had conducted a good learner review, providing constructive but encouraging feedback on assignments submitted, workshops participation and attendance. My overall preparation (copies of comments on previous feedback/ assignments) for the review was deemed satisfactory and I had covered all the areas of the Diploma (ERR, Technical certificate, Functional skills), highlighted areas of achievement and what remains outstanding. My line manager stated that I should record more of the Information , Advice and Guidance (IAG) that I verbally gave to my learners (i.e. referencing the need for the learner to read specific company policies and procedures, visit certain websites and recommended reading materials ISBN). In addition to the above, my line manager requested that the learner wrote a comment in the learner section of the review as well as having the learners’ manager comment on the review also. I have now incorporated these recommendations into my most recent reviews ensuring that learners ‘own their feedback’. Seeking the comments and signatures of the learners’ manager is a little more problematic often having to arrange a separate visit solely for this purpose. In summary, effective assessment should ensure Consistent outcomes , Accessible to learners whereby learners can access assessments and follow systems of equality and inclusion, Detailed assessments covering all areas of the curriculum, Earned by learner and they have achieved award and Transparent , clear and meaningful to all parties.  (CADET). The assessment process informs me of the progress of the learner, whether my teaching is effective to all learners and finally whether my assessments are effective in relation to validity, authenticity and reliability. Following the above CADET model, I feel that my current assessment and feedback methodology meet the required standard. References: Boud, D (1995) Enhancing Learning Through self assessments, London. Kogan Page. Honey, P and A. Mumford (1982/1992) The Manual of learning styles, Maidenhead: Peter Honey Publications. Wilson, L (2008), Practical Teaching: A Guide to PTLLS & CTLLS. London. Cengage Learning. EMEA. Francis. M & Gould. J (2009) Achieving your PTLLS Award: a practical guide to successful Teaching in the lifelong sector. London. Sage Publication Hillier, Y. (2005) Reflective teaching in further and adult education .London. Continuum. Wilson. L (2008) Practical Teaching: A Guide to PTLLS and CTLLS. London. Cengage. EMEA.

International corporate accounting Essay Example | Topics and Well Written Essays - 1000 words - 1

International corporate accounting - Essay Example In 1934 a Securities Exchange Act was formulated giving the SEC a statutory authority of setting up standards for financial accounting and reporting but this would target publicly held companies only. However, the SEC is often dependent upon the private sector in policy formulation. (Financial Accounting Standards Board’s website, 2011) On the other hand, The International Accounting Standards Board (IASB) is an independent, private-sector body based in the UK that develops, approves and promotes International Financial Reporting Standards, whose operations are directed by the International Financial Reporting Standards Foundation. It was formed in 2001 to replace the International Accounting Standards Committee which had existed since 1973 through an agreement made by professional accountancy bodies from Australia, Canada, France, Germany, Japan, Mexico, the Netherlands, the United Kingdom and Ireland, and the United States of America. Other members became part in the following years. (Deloitte IAS Plus’s website, 2011) The IFRS foundation is an independent, not-for-profit private sector organization working in the interest of the public. Its objectives are formulating a unified set of high quality and apprehensible international financial reporting standards (IFRSs) that can be enforced and will be globally accepted, promote their application, it takes into consideration the needs of emerging economies and small and medium-sized entities (SMEs) (Financial Accounting Standards Board’s website, 2011).This is achieved through the IASB for development and publishing together with overseeing their interpretation on all the sectors. In order to achieve global acceptance and adoption of the IFRSs, the IFRS foundation and the IASB involves relevant stakeholders around the world, including investors, national standard-setters, regulators, auditors, academics, and among others. According to Seyfarth (2008) by November 2008, 113 countries

Employment of Forensic Science Examinations within the U.S. Military Dissertation

Employment of Forensic Science Examinations within the U.S. Military - Dissertation Example It is also very light and easy reading and does not make use of technical terms to express its important elements and details. The disadvantages of this article are that firstly, it is not an academic paper hence its sources are not cited and supported. Secondly, most of its data do not come from primary evidence as most of them come from second-hand data secured from other authors and other studies. Nevertheless, this study establishes a clear picture of the value and importance of DNA and forensic evidence in the criminal justice system within and outside the military system. In a paper by the Committee on Identifying the Needs of the Forensic Sciences Community (2009), the committee carried out a study on the strengthening of forensic science in the United States. The study discussed the different recommendations of a Senate Report on assessment of forensic science needs of state, and local authorities; on the maximal use of the resources for forensic sciences; identification of p otential forensic advancements; on the recommendations of programs to increase qualified forensic sciences; and on the assessment of the role of the forensic community in homeland security. This study also identified issues on limited resources in the application and the use of forensic science. These issues also include the transition of forensic science into the process of litigation which may sometimes translate to gaps in its application. The study makes different recommendations which include the increase of funding and allocation in forensic science, the use of standard terminology in the reporting of forensic examinations, research on validity and reliability of forensic science, studies on the improvement of the... This study is advantageous because it specifies the different issues which forensic science is facing, and these issues are well-supported by evidence. Proper sources are provided by the committee and are used as basis for the review and assessment of the forensic science and its applications in the actual practice. The issues are also clearly defined by the committee and the causes as well as the possible recommended solutions to each issue are also clearly presented by the committee. Recommendations in relation to homeland security are also established by the committee, and this is based on the specifications of the Senate report. This report is also an academic and scholarly paper because the details it includes and discusses are well supported by verifiable and reliable evidence. Although it is a report supported by the government, there is no sign of bias or falsehood in its content. This report is disadvantageous in the sense that it does not provide sufficient data and support on the current applications of forensic science in the military. Although it provides a discussion on forensic science in terms of the Department of Homeland Security, it does not provide a picture of how forensic science can be applied in the military in their criminal investigations. There is a need therefore for future studies of this committee to consider the actual applications of forensic science in the military and to review how well they blend in into the system and how well they assist personnel in the application of the criminal justice system.

The Conquest of Spain by the Moorish Empire Essay

The Conquest of Spain by the Moorish Empire - Essay Example Moors’ conquest of Spain allowed the community access to the region that had different religious and cultural practices and a transformation of culture in Spain, through assimilation of Moor’s practices and through negative response to some of the immigrants’ values, especially after recapture of Spanish territory from the Moors. The conquest of Spain, owing to the advanced level of Islamic civilization, changed the social environment in Spain. Core to the civilization was health care services and facilities that benefited Spain. Induced civilization in Spain, resulting from the conquest was development in science as well as in technology, knowledge that transformed people’s lives in Spain and extended to the rest of Europe. Establishment of learning institutions and centers such as the city of Cordoba in Spain is an example of significance of civilization that the conquest had for Europe. Development of learning institutions and significance of learning i n the entire globe further identifies global civilization that could be attributed to the Moors’ empire, its associated Islamic culture, and the conquest of Spain (McCannon 133). Moore further explains the effects of the conquest on cultural and religious practices of Europeans. Even though the Islamic religion was widely denounced in the region, it remained significant and British scholars dedicated significant time studying it. Response to other aspects of Moorish culture among Europeans also suggests possible assimilation of the Islamic religion despite the negative attitude that Europeans had. This is because even though the European fought the Moorish empire to its decline, the kingdom’s inversion established a renaissance in the region.

Media Essay Example | Topics and Well Written Essays - 500 words - 3

Media - Essay Example Unfortunately the same mishap has been integrated to the contemporary media. Media as a social art has its aim to inform a vast range of subject. Globalization had undeniably helped it attain that goal. That is when global mass media ties the world together. Global industrialization had lead to innovations that had aid the media with their venture. Most notably, globalization had made it possible for the media to let the far smaller nations to have a glimpse on what was happening to the titans. Having been improperly handled, that thought benefit had nonetheless lead to overwhelming effect of western culture to outside countries which further lead to cultural degradation and national conflicts. This same effect had managed to inflict the contemporary media. Although the increasing concentration of mass media ownership within and across the nation borders may be considered as the most significant development in international communication, this had rather cause deregulation and privatization. Globalization had secured the presence of giant mass media firms in all the national aspect of every region worldwide. This had allowed them to syndicate with dozens of national media firms worldwide to produce and disseminate news and entertainment to localities. This had made them in control of everything that would be aired and implied to the international market. The media that were supposed to be objective, having neutral observation and letting the fact speak for themselves, have been made into a model of little analysis, that was inefficiently statistical and a one way communication. As a result, the important world facts had been replaced with political scandals, celebrity divo rces, natural disasters and anything that will ward off the public’s eye towards the true significant matters. The mass media that was supposed to ask deeper questions about the exercise of power, the

The Importance of Strategy Assignment Example | Topics and Well Written Essays - 750 words

The Importance of Strategy - Assignment Example Instead, he proposes that a good strategy is a simple and spontaneous act of thinking on best realistic ways to achieve what one wants, and acts on them swiftly. Roger explains that developing a good strategy is a rough-and-ready process, devoid of comfort. Roger’s assertion that a good strategy does not need a lot of time to develop has some strengths as well as weaknesses. This assertion holds significance in relation to the world environment today being dynamic and competitive. Some of those changes require quick solutions, and due to scarcity of time, managers should come up with the most realistic strategy at short notice. Survival in very competitive environments is usually determined by strategic agility, flexibility and mindfulness (Marianne, Constantine & Wendy, 2014). Concerning long-term plans, Roger’s assertion has a major weakness. Ample time is needed to properly develop the best strategies. It is tempting for firms to delay making strategic decisions until the critical uncertainties are resolved (Ram, 2014, p. 80). An explanation by Roger that strategizing is not a comfort zone is valid. In an environment where things keep changing; competitors plotting moves and counter moves, or organizational goals keep shifting, new strategies are needed from time to time to address those changes. It is preferable to measure performance more than once a year to evaluate the effect of particular actions towards achieving long-term goals (John, 2002). Strategic planning and business planning are two closely related issues; as a result, they are usually confused to mean the same. However, the two issues have fundamental differences as explained below. A business plan is established by a company for a specific product or service, while a strategic plan is established for the entire company. In comparison, a business plan can be carried out at

Comparison between Saudi Accounting Standards (SOCPA) and IFRS Dissertation

Comparison between Saudi Accounting Standards (SOCPA) and IFRS - Dissertation Example Comparison between Saudi Accounting Standards (SOCPA) and IFRS.The present unrelenting global recession that originated from the US and extended globally revealed the nascent close links that existing amongst international financial and economic sectors.The present unrelenting global recession that originated from the US and extended globally revealed the nascent close links that existing amongst international financial and economic sectors. The wayward acts of business leaders aided by aberrant accountants as depicted in the Enron and WorldCom scandals in 2001 and the subprime mortgage crisis exposed that financial accounting practices have to be strictly scrutinized globally to avoid any such repetition. Subsequently the diverse local accounting associations in accord with the International Accounting Standards Board (IASB) led by the EU instigated the International Financial Reporting Standards (IFRS) (Yoon, 2009). These novel guidelines were intended to have harmonised standardiz ed regulations to steer accountants and organisations worldwide. However, the implementation of IFRS has met a raft of challenges in assorted jurisdictions including the Kingdom of Saudi Arabia due to cultural, social-economic and religious beliefs. The accounting history in Saudi Arabia can be traced to the 14th Hijri century (1930) when through a royal decree it was established that accounting records should be upheld. The issuance of CPA regulations commenced in 1974 and the Saudi Organization for Certified Public Accountants (SOCPA) was initiated in 1992 through a royal decree No.M12... The issuance of CPA regulations commenced in 1974 and the Saudi Organization for Certified Public Accountants (SOCPA) was initiated in 1992 through a royal decree No.M12 (SCOPA, 2011). SOCPA has been responsible for developing and setting accounting standards or compliance with the generally accepted accounting principles (GAAP) of Saudi Arabia as well as CPA exams, training, research, publications etc (Al-Aqeel, 2009). Keywords SOCPA-GAAP, Shariah and Islamic financial model, IAS/IFRS standards, standardisation Research Question What are the main areas of divergence and convergence between the Saudi Organization for Certified Public Accountants (SOCPA) and the International Accounting Standards (IAS) and International Financial Reporting Standards  (IFRS) standards? Aims This study aims at establishing a comparison between the SOCPA accounting standards and the IAS) and IFRS and probable evolution of SOCPA standards in view of the adoption of the universal international guidelines . The study will thus explore the convergence and divergence of the two standards in addition to examining the historical evolution of the accounting and auditing fields in Saudi Arabia. A critical scrutiny of the available literature as well as comprehensive field study will be conducted amongst organisations operating within the country. The Objectives of the Research This study will attempt to cover the gaps in previous studies that have scantily covered the region while offering recommendations on areas that can be transformed for more effective standardisation as well as for further studies. The study will therefore endeavour to understanding the convergence and divergence between

Final paper Essay Example | Topics and Well Written Essays - 1000 words - 12

Final paper - Essay Example PRview strategies include: PR View Company has to establish a strong network of Chinese in Los Angeles and Beijing. The company must look into ways of improving their services to its customers so that they end up feeling served and satisfied. When customers are contented with the services, they are offered they will consequently generate word of mouth recommendation to other people, and this will help the company make more clients. PRview has been able to attract more customers in both los Angeles and Beijing since it was founded. Therefore, the company must retain its hub in both Los Angeles and Beijing. The two cities serves a vast population of people when the company establishes its roots in these two cities then it will be of constant clients. The company has to split its operations between the two offices in Los Angeles and Beijing to maintain its presence and draw even more customers. PRview is a website company that tries to reach out to customers who have PR cases to be solved. Since the company is first accessed and can be researched online, therefore, the website acts as the main tool of marketing PRview. Therefore, the company must constantly put itself in the pace to win more customers through sight and information put in the website to attract more customers. The company must use it as a tool for business advertisement (Cooperrider & Sekerka, 2006). PRview website and blog must be under constant maintenance to push the companies brand to the limit. Since the company reaches most of its customers through the website, PRview has to make use of the only tool it has to convince its clients hence, rebranding of the website will keep the company at a competitive edge in the market and attract clients. Another strategy that can be used by PRview is the use of cost-effective alternatives. The company must transform itself into an agency that can accommodate the customers

Semantics and Theories of Semantics Essay Example for Free

Semantics and Theories of Semantics Essay Semantics is the study of meaning in language. We know that language is used to express meanings which can be understood by others. But meanings exist in our minds and we can express what is in our minds through the spoken and written forms of language (as well as through gestures, action etc. ). The sound patterns of language are studied at the level of phonology and the organisation of words and sentences is studied at the level of morphology and syntax. These are in turn organised in such a way that we can convey meaningful messages or receive and understand messages. ‘How is language organised in order to be meaningful? ’ This is the question we ask and attempt to answer at the level of semantics. Semantics is that level of linguistic analysis where meaning is analysed. It is the most abstract level of linguistic analysis, since we cannot see or observe meaning as we can observe and record sounds. Meaning is related very closely to the human capacity to think logically and to understand. So when we try to analyse meaning, we are trying to analyse our own capacity to think and understand, our own ability to create meaning. Semantics concerns itself with ‘giving a systematic account of the nature of meaning’ (Leech). Difficulties in the Study of Meaning The problem of ‘meaning’ is quite difficult, it is because of its toughness that some linguists went on to the extent of excluding semantics from linguistics. A well-known structuralist made the astonishing statement that ‘linguistic system of a languagedoes not include the semantics. The system is abstract, it is a signaling system, and as soon as we study semantics we are no longer studying language but the semantic system associated with language. The structralists were of the opinion that it is only the form of language which can be studied, and not the abstract functions. Both these are misconceptions. Recently a serious interest has been taken in the various problems of semantics. And semantics is being studied not only by the linguists but also by philosophers, psychologists, scientists, anthropologists and sociologists. Scholars have long puzzled over what words mean or what they represent, or how they are related to reality. They have at times wondered whether words are more real than objects, and they have striven to find the essential meanings of words. It may be interesting to ask whether words do have essential meaning. For example, difficulties may arise in finding out the essential meaning of the word table in water table, dining table, table amendment, and the table of 9. An abstract word like good creates even more problems. Nobody can exactly tell what good really means, and how a speaker of English ever learns to use the word correctly. So the main difficulty is to account facts about essential meanings, multiple meanings, and word conditions. The connotating use of words adds further complications to any theorizations about meaning, particularly their uses in metaphor and poetic language. Above all is the question : where does meaning exist: in the speaker or the listener or in both, or in the context or situation ? Words are in general convenient units to state meaning. But words have meanings by virtue of their employment in sentences, most of which contain more than one word. The meaning of a sentence, though largely dependent on the meaning of its component words taken individually, is also affected by prosodic features. The question whether word may be semantically described or in isolation, is more a matter of degree than of a simple answer yes or no. It is impossible to describe meaning adequately any other way except by saying how words are typically used as part of longer sentences and how these sentences are used. The meanings of sentences and their components are better dealt with in linguistics in turns of how they function than exclusively in terms of what they refer to. Words are tools; they become important by the function they perform, the job they do, the way they are used in certain sentences. In addition to reference and function, scholars have also attached import talkie to popular historical considerations, especially etymology, while studying word-meanings. Undobtedly the meaning of any word is casually the product of continuous changes in its antecedent meanings or uses, and in many cases it is the collective product of generations of cultural history. Dictionaries often deal with this sort of information if it is available, but in so ding they are passing beyond the bounds of synchronic statement to the separate linguistic realm of historical explanation. Different answers have been given to the questions related to meaning. Psychologists have tried to assess the availability of certain kinds of responses to objects, to experiences, and to words themselves. Philosophers have proposed a variety of systems and theories to account for the data that interest them. Communication scientists have developed information theory so that they can use mathematical models to explain exactly what is predictable and what is not predictable when messages are channeled through various kinds of communication networks. From approaches like these a complex array of conceptions of meaning emerges. Lexical and Grammatical Meaning When we talk about meaning, we are talking about the ability of human beings to understand one another when they speak. This ability is to some extent connected with grammar. No one could understand: hat one the but red green on bought tried Rameez. while Rameez tried on the red had but bought the green one causes no difficulties. Yet there are numerous sentences which are perfectly grammatical, but meaningless. The most famous example is Chomsky’s sentence â€Å"Colourless green ideas sleep furiously†. Similar other examples are: * The tree ate the elephant. * The pregnant bachelor gave birth to six girls tomorrow. * The table sneezed. In a sentence such as Did you understand the fundamentals of linguistics? A linguist has to take into account at least two different types of meaning: lexical meaning and grammatical meaning. Full words have some kind of intrinsic meaning. They refer to objects, actions and qualities that can be identified in the external world, such as table, banana, sleep, eat, red. Such words are said to have lexical meaning. Empty words have little or no intrinsic meaning. They exist because of their grammatical function in the sentence. For example, and is used to join items, or indicates alternative, of sometimes indicates possession. These words have grammatical meaning. Grammatical meaning refers mainly to the meaning of grammatical items as did, which, ed. Grammatical meaning may also cover notions such as ‘subject’ and ‘object’, sentence types as ’interrogative’, ‘imperative’ etc. Because of its complexity, grammatical meaning is extremely difficult to study. As yet, no theory of semantics has been able to handle it portly. But the study of lexical items is more manageable. What is Meaning? Philosophers have puzzled over this question for over 2000 years. Their thinking begins from the question of the relationship between words and the objects which words represent. For example, we may ask: What is the meaning of the word ‘cow’? One answer would be that it refers to an animal who has certain properties, that distinguish it from other animals, who are called by other names. Where do these names come from and why does the word ‘cow’ mean only that particular animal and none other? Some thinkers say that there is no essential connection between the word ‘cow’ and the animal indicated by the word, but we have established this connection by convention and thus it continues to be so. Others would say that there are some essential attributes of that animal which we perceive in our minds and our concept of that animal is created for which we create a corresponding word. According to this idea, there is an essential correspondence between the sounds of words and their meanings, e. g. , the word ‘buzz’ reproduces ‘the sound made by a bee’. It is easy to understand this, but not so easy to understand how ‘cow’ can mean’ a four-legged bovine’—there is nothing in the sound of the word ‘cow’ to indicate that, (Children often invent words that illustrate the correspondence between sound and meaning: they may call a cow ‘moo-moo’ because they hear it making that kind of sound. ) The above idea that words in a language correspond to or stand for the actual objects in the world is found in Plato’s dialogue CratyIus. However, it applies only to some words and not to others, for example, words that do not refer to objects, e. g. ‘love’, ‘hate’. This fact gives rise to the view held by later thinkers, that the meaning of a word is not the object it refers to, but the concept of the object that exists in the mind. Moreover, as de Saussure pointed out, the relation between the word (signifier) and the concept (signified) is an arbitrary one, i.e. the word does not resemble the concept. Also, when we try to define the meaning of a word we do so by using other words. So, if We try to explain the meaning of ‘table’ we need to use other words such as ‘four’, ‘legs’, and ‘wood’ and these words in turn can be explained only by means of other words. In their book, The Meaning of Meaning, L. K. Ogden and I. A. Richards made an attempt to define meaning. When we use the word ‘mean’, we use it in different ways. ‘I mean to do this’ is a way of expressing our intention. ‘The red signal means stop’ is a way of indicating what the red signal signifies. Since all language consists of signs, we can say that every word is a sign indicating something—usually a sign indicates other signs. Ogden and Richards give the following list of some definitions of ‘meaning’. Meaning can be any of the following: 1. An intrinsic property of some thing 2. Other words related to that word in a dictionary 3. The connotations of a word (that is discussed below) 4. The thing to which the speaker of that word refers 5. The thing to which the speaker of that word should refer  6. The thing to which the speaker of that word believes himself to be referring 7. The thing to which the hearer of that word believes is being referred to. These definitions refer to many different ways in which meaning is understood. One reason for the range of definitions of meaning is that words (or signs) in a language are of different types. Some signs indicate meaning in a direct manner, e. g. an arrow (?  ®) indicates direction. Some signs are representative of the thing indicated, e. g. onomatopoeic wards such as ‘buzz’. ‘tinkle’ ‘ring’; even ‘cough’. ‘slam’, ‘rustle have onomatopoeic qualities. Some signs do not have any resemblance to the thing they refer to, but as they stand for that thins, they are symbolic. Taking up some of the above definitions of meaning, we can discuss the different aspects of meaning o a word as follows: (i) The logical or denotative meaning. This is the literal meaning of a word indicating the idea or concept to which it refers. concept is a minimal unit of meaning which could be called a ‘sememe’ in the same way as the unit of sound is called a ‘phoneme’ and is like the ‘morpheme h Is structure and organisation. Just as the phoneme /b/ may be defined as a bilatial + voiced + plosive, the word ‘man’ may be defined as a concept consisting of a structure of meaning ‘human + male + adult’ expressed through the basic morphological unit ‘m + ? + n’. All the three qualities are logical attributes of which the concept ‘man’ is made. They are the minimal qualities that the concept must possess in order to be a distinguishable concept, e. g. if any of these changes, the concept too changes. So ‘human + female + adult’ would not be the concept referred to by the word ‘man’, since it is a different concept. (ii) The connotative meaning. This is the additional meaning that a concept carries. It is defined as ‘the communicative value an expression has by virtue of what it refers to over and above its purely conceptual content’ (Leech, 1981). That is, apart from its logical or essential attributes, there is a further meaning attached to a word, which comes from its reference to other things in the real world. In the real world, such a word may be associated with some other features or attributes. For example, the logical or denotative meaning of the word ‘woman’ is the concept, ‘human + female + adult’. To it may be added the concept of ‘weaker sex’ or ‘frailty’. These were the connotations or values associated with the concept of ‘woman’. Thus connotative meaning consists of the attributes associated with a concept. As we know, these associations come into use over a period of time in a particular culture and can change with change in time. While denotative meaning remains stable since it defines the essential attributes of a concept, connotative meaning changes as it is based on associations made to the concept; these associations may change. (iii) The social meaning: This is the meaning that a word or a phrase conveys about the circumstances of its use. That is, the meaning of a word is understood according to the different style and situation in which the word is used, e. g. though the words ‘domicile’, ‘residence’, ‘abode’, ‘home’ all refer to the same thing (i. e. their denotative meaning is the same), each word belongs to a particular situation of use—’domicile’ is used in an official context, ‘residence’ in a formal context, ‘abode’ is a poetic use and ‘home’ is an ordinary use. Where one is used, the other is not seen as appropriate. Social meaning derives from an awareness of the style in which something is written and spoken and of the relationship between speaker and hearer—whether that relationship is formal, official, casual, polite, or friendly. (iv) The thematic meaning: This is the meaning which is communicated by the way in which a speaker or writer organises the message in terms of ordering, focus and emphasis. It is often felt, for example, that an active sentence has a different meaning from its passive equivalent although its conceptual meaning seems to be the same. In the sentences: Mrs. Smith donated the first prize The first prize was donated by Mrs. Smith the thematic meaning is different. In the first sentence it appears that we know who Mrs. Smith is, so the new information on which the emphasis is laid is ‘the first prize’. In the second sentence, however, the emphasis is laid on ‘Mrs. Smith’. It is sometimes difficult to demarcate all these categories of meaning. For example, it may be difficult to distinguish between conceptual meaning and social meaning in the following sentences: He stuck the key in his pocket. He put the key in his pocket. We could argue that these two sentences are conceptually alike, but different in social meaning––the first one adopts a casual or informal style, the second adopts a neutral style. However, we could also say that the two verbs are conceptually different: ‘stuck’ meaning ‘put carelessly and quickly’, which is a more precise meaning than simply ‘put’. Of course, it is a matter of choice which word the speaker wishes to use, a more precise one or a neutral one. Some Terms and Distinctions in Semantics (a) Lexical and grammatical meaning Lexical or word meaning is the meaning of individual lexical items. These are of two types: the open class lexical items, such as nouns, verbs, adjectives and adverbs, and the close class items such as prepositions, conjunctions and deter-miners. The open class items have independent meanings, which are defined in the dictionary. The closed class items have meaning only in relation to other words in a sentence; this is called grammatical meaning, which can be understood from a consideration of the structure of the sentence and its relation with other sentences. For example, in the sentence The tiger killed the elephant’, there are three open class items: tiger, kill, elephant. Out of these, two are nouns and one is a verb. There is one closed class tern— ’the’—which occurs before each noun. It has no independent reference of its own and can have meaning only when placed before the nouns. This distinction may help in understanding ambiguity. Thus, if there is ambiguity in a sentence, this can be a lexical ambiguity or a grammatical ambiguity. For example, in the sentence: I saw him near the bank, there is lexical ambiguity, since the item ‘bank’ can mean (a) the financial institution or (b) the bank of a river. However, in the case of: ‘The parents of the bride and the groom were waiting’ there is grammatical ambiguity as the sentence structure can be interpreted in two ways: (a) the two separate noun phrases being ‘the parents of the bride’, and ‘the groom’; or (b) the single noun phrase ‘the parents’ within which there is the prepositional phrase ‘of the bride and the groom’ containing two nouns. The first type of coordination gives us the meaning that the people who were waiting were the parents of the bride and the groom himself. The second type of coordination gives us the meaning that the people who were waiting were the parents of the bride and the parents of the groom. The meaning of a sentence is the product of both lexical and grammatical meanings. This becomes clear if we compare a pair of sentences such as the following: The dog bit the postman. The postman bit the dog. These two sentences differ in meaning. But the difference in meaning is not due to the difference in the meaning of the lexical items ‘postman’ and ‘dog’, but in the grammatical relationship between the two. In one case  Ã¢â‚¬Ëœdog’ is the subject and ‘postman’ is the object, in the other case the grammatical roles are reversed. There is also the relationship of these nouns with the verb ‘bit’. In the first sentence, the action is performed by the dog, which conforms to our knowledge about dogs, but in the second sentence, the action is performed by the postman which does not match with our knowledge about what postmen do, so there is a sense of incongruity about the second sentence. Only in some exceptional circumstance could we expect it to be comprehensible. (b) Sense and Reference. It has been explained earlier that signs refer to concepts as well as to other signs. A sign is a symbol that indicates a concept. This concept is the reference, which refers in turn to some object in the real world, called the referent. The relationship between linguistic items (e. g. words, sentences) and the non-linguistic world of experience is a relationship of reference. It can be understood by the following diagram given by Ogden and Richards: The objects in the real world are referents, the concept which we have of them in our minds is the reference and the symbol we use to refer to them is the word, or linguistic item. As we have seen, we can explain the meaning of a linguistic item by using other words. The relation of a word with another word is a sense-relation. Therefore, sense is the complex system of relationships that holds between the linguistic items themselves. Sense is concerned with the intra-linguistic relations, i. e. relations within the system of the language itself, such as similarity between words, opposition, inclusion, and pre-supposition. Sense relations include homonymy, polysemy, synonymy and antonymy. Homonyms are different items (lexical items or structure words) with the same phonetic form. They differ only in meaning, e. g. the item ‘ear’ meaning ‘organ of hearing’ is a homonym of the item ‘ear’ meaning ‘a stem of wheat’. Homonymy may be classified as: (a) Homography: a phenomenon of two or more words having the same spellings but different pronunciation or meaning, e. g. lead /led/ = metal; lead/li:d/ = verb. (b) Homophony: a phenomenon of two or more words having the same pronunciation but different meanings or spellings, e. g.sea/see, knew/new, some/ sum, sun/son. It is difficult to distinguish between homonymy and polysemy as in polysemy, the ‘same’ lexical item has different meanings, e. g. ‘bank*’, ‘face*’: Two lexical items can be considered as synonyms if they have the same denotative, connotative and social meaning and can replace each other in all contexts of occurrence. Only then can they be absolutely synonymous. For example, ‘radio’ and ‘wireless’ co-existed for a while as synonyms, being used as alternatives by speakers of British English. But now, ‘wireless’ is not used frequently. What we consider as synonyms in a language are usually near-equivalent items, or descriptive items. For example, ‘lavatory’, ‘toilet’, ‘WC’, ‘washroom’ are descriptive or near-equivalent synonyms in English. Antonyms are lexical items which are different both in form as well as meaning. An antonym of a lexical item conveys the opposite sense, e. g. single-married, good-bad. But this gives rise to questions of what is an opposite or contrasted meaning. For example, the opposite of ‘woman’ could be ‘man’ or girl’ since the denotation of both is different from that of ‘woman’. Thus we need to modify our definition of antonymy. We can say that some items are less compatible than other items. There can be nearness of contrast or remoteness of contrast. Thus ‘man’ or ‘girl’ is contrasted to ‘woman’ but less contrasted than ‘woman’ and ‘tree’. In this sense, ‘woman’ and ‘man’ are related, just as ‘girl’ and ‘boy’ are related, in spite of being contrasted. Other meaning-relations of a similar nature are: mare/stallion, cow/bull, ram/ewe etc. , all based on gender distinctions. Another set of meaning relations can be of age and family relationship: father/son, uncle/nephew, aunt/ niece. In this, too, there are differences in the structures of different languages. In Urdu, for instance, gender distinction or contrast may be marked by a change in the ending of the noun (e. g. /gho:? a:/gho:? i:/ for ‘horse’ and ‘mare’ respectively) or, in some cases, by a different word (e. g. /ga:e/bael/ for ‘cow’ and ‘bull’ respectively). In English, there are usually different words to mark contrast in gender except in a few cases (e. g. elephant, giraffe). The evolution of a complex system of sense relations is dependent on the way in which the objects of the world and the environment are perceived and conceptualized by the people who make that language. For example, Eskimos have many words related in meaning to ‘snow’ because snow in different forms is a part o their environment. In English, there are only two ‘snow’ and ‘ice’, while in Urdu there is only one: ‘baraf’. This reflects the importance that a particular object or phenomena may have for a certain community. Another kind of sense-relationship is hyponymy. Hyponymy is the relation that holds between a more general and more specific lexical item. For example, ‘flower’ is a more general item, and ‘rose’, ‘lily’, etc. are more specific. The more specific item is considered a hyponym of the more general item—’rose’ is a hyponym of ‘flower’. The specific item includes the meaning of the general. When we say ‘rose’, the meaning of ‘flower’ is included in its meaning. ‘Rose’ is also hyponymous to ‘plant’ and ‘living thing’ as these are the most general categories. The combination of words to produce a single unit of meaning is also a part of sense-relations in a language. Compounds are made, which often do not mean the same as the separate words which they consist of. Thus, while ‘black bird’ can be understood to mean ‘a bird which is black’, ‘strawberry’ cannot be understood to mean ‘a berry made of straw’. Similarly, ‘fighter’ can be considered to be a noun made up of the morphemes ‘fight’ + ‘er’, but ‘hammer’ cannot be considered as made up of ‘ham’ + ‘er’. Phrasal verbs and idioms are also a case of such sense relations. The verbs ‘face up to’, ‘see through’, ‘look upon’, etc. have a composite meaning. Collocations such as ‘heavy smoker’ and ‘good singer’ are not mere combinations of heavy + smoker meaning ‘the smoker is heavy’ or ‘good + singer’. They mean ‘one who smokes heavily’ or ‘one who sings well’. The collocated unit has a meaning which is a composite of both that is why we cannot say ‘good smoker’ and ‘heavy singer’. All these sense-relations are peculiar to a language and every language develops its own system of sense-relations. (c) Sentence-meaning and Utterance-meaning A distinction may be drawn between, sentence-meaning and utterance-meaning. This is because a speaker may use a sentence to mean something other than what is normally stated in the sentence itself. As discussed earlier, sentence meaning is a combination of lexical and grammatical meaning. In addition to this, intonation may also affect sentence meaning. For example, ‘I don’t like COFFEE’ means that the speaker does not like coffee, but may like some other drink; ‘I don’t like coffee’ means that the speaker doesn’t like coffee but someone else does. Speakers can use intonation to change the emphasis and thus the meaning of the sentence. Further, a sentence may be used by a speaker to perform some act, such as the act of questioning, warning, promising, threatening, etc. Thus, a sentence such as ‘Its cold in here’ could be used as an order or request to someone to shut the window, even though it is a declarative sentence. Similarly, an interrogative sentence such as ‘Could you shut the door? ’ can be used to perform the act of requesting or commanding rather than that of questioning (The speaker is not asking whether the hearer is able to shut the door, but is requesting the hearer to actually do the action). Usually such use of sentences is so conventional that we do not stop to think of the literal sentence meaning, we respond to the speaker’s act of requesting, etc., which is the utterance meaning. This is the meaning that a sentence has when a speaker utters it to perform some act, in particular appropriate circumstances. (d) Entailment and Presupposition One sentence may entail other sentence—that is, include the meaning of other sentence in its meaning, just as hyponymy includes the meaning of other word. For example, the sentence ‘The earth goes round the sun’ entails (includes) the meaning ‘The earth moves’. A sentence may presuppose other sentences, e. g. the sentence ‘Shamim’s son is named Rahat’ presupposes the sentence ‘Shamim has a son’. Presupposition is the previously known meaning which is implied in the sentence. While entailment is a logical meaning inherent in the sentence, presupposition may depend on the knowledge of the facts, shared by the speaker and the hearer. Theories of Semantics a) Traditional Approach: We have noted earlier that meaning was always a central concern with thinkers. This has been the root of much divergent opinions and definitions of meaning. However, there was little doubt that there are two sides of the issue : symbolic realization, whether in utterance or in writing, and the thing symbolised. Plato’s Cratylus clearly lays down that word is the signifier (in the language) and the signified is the object (in the world). Words are, therefore, names, labels that denote or stand for. Initially, a child learns to know his world, and his language in this manner. He is pointed out the objects and people; names are given to them, and in his mind link or association between the names and the external world is established. Children have always been taught their language in this manner. This is also perhaps the way the earliest thinkers tried to understand the world through linguistic medium. That could be the reason why William Labov was prompted to say, ‘In many ways, the child is a perfect historian of the language’. This simple view of the relationship between name and things is diagrammatically shown below. However, this is an extremely simplistic theory and it would be wrong to say the child simply learns the names of things. Gradually, and simultaneously, he learns to ‘handle the complexities of experience along with the complexities of language’. b) Analytical/Referential Approach: Between the symbol and the object/thing there is an intervening phenomenon which is recognized as ‘the mediation of concepts of the mind’. De Saussure and I. A. Richards and C. K. Ogden are the best-known scholars to hold this view. The Swiss linguist de Saussure postulated the link, a psychological associative bond, between the sound image and the concept. Ogden and Richards viewed this in the shape of a triangle. The linguistic symbol or image, realized as a word or sentence and the referent, the external entities are mediated by thought or reference. There is no direct relation between the sign and the object but ‘our interpretation of any sign is our psychological reaction to it’ (Ogden). The meaning of a word in the most important sense of the word is that part of a total reaction to the word which constitutes the thought about what the word is intended for and what it symbolizes. Thus thought (the reference) constitutes the symbolic or referential meaning of a word (YevgenyBasin : 32-33). Linguistics, in the opinion of de Saussure, operates on the borderland where the elements of sound and thought combine : their combination produces a form, not a substance. When we see an object, a bird, for example, we call it referent; its recollection is its image. It is through this image that the sign is linked to the referent. The symbol is manifested in the phonetic form and the reference is the information the hearer is conveyed. This process thus established, makes meaning a ‘reciprocal’ and reversible relation between name and sense. One can start with the name and arrive at the meaning or one can start with the meaning and arrive at the name/s. The referential or ‘analytical’ approach, as it is also known, tries to avoid the functional domain of language, and seeks rather to understand meaning by identifying its primary components. This approach is the descendant of the ancient philosophical world-view, and carries its limitations. It ignores the relatively different positions at which the speaker and the hearer are situated. Their positions make a reciprocal and reversible relationship between name and sense (Ullmann). This approach also overlooks other psychological, non-physical processes which donot depend upon the linguistic symbol, the reception of the sound waves for recognising the meaning of the object/thing. A word usually has multiple meaning and is also associated with other words. Which of the meanings will be received depends upon the situations. (c) Functional Approach In the year 1953 L. Wittgenstein’s work Philosophical Investigation was published. Around this time Malinowski and J. R. Firth were working to formulate the ‘operational character of scientific concepts like ‘length’, ‘time’ or ‘energy’; they tried to grasp the meaning of a word by observing the uses to which it is put instead of what is said about it. They approached the problem by including all that is relevant in establishing the meaning – the hearers, their commonly shared knowledge and information, external objecs, and events, the contexts of earlier exchange and so on, and not by excluding them. This approach can directly be linked to the concept of the Context of situation being developed by the London group which viewed social processes as significant factor in explaining a speech event. While the referential approach took an idealist position, dealing, as someone said, with ‘meaning in language’, the functional theory or the operational theory took a realistic stand, taking ‘speech’ as it actually occurred. Words are considered tools and whole utterances are considered. Meaning is thus seen to involve a ‘set of multiple and various relations between the utterances’ and its segments and the relevant components of environment’ (Robins). In placing special emphasis on language as a form of behaviour – as something that we perform, the functional approach shares a lot with systemic linguistics. Language is a form a behaviour which is functional, ‘something that we do with a purpose, or more often, in fact, with more than one purpose. It is viewed as a form of functional behaviour which is related to the social situation in which it occurs as something that we do purposefully in a particular social setting’ (Margaret Berry). The systemic organization of a language is sought to be understood through its relations with the social situations of language. According to this theory, meaning is classified into two broad categories, Contextual Meaning and Formal Meaning. Contextual meaning relates a formal item or pattern to an element of situation.

Packaging Materials and Consumer Preferences

Packaging Materials and Consumer Preferences Introduction: The term business is defined as an organized way to earn profit. Profit is basic motif that coerces any business individual or organization to produce something that is really needed. This basic motif compels producers to take necessary steps to improve not only the product qualities but also the appearance. Producers manage to interlink demands and supplies and help their consumers to get maximum satisfaction in limited resources by offering them many well-suited goods. As there is always scarcity of sources and abundance of wants; to generate symmetry between wants and supplies a wide range of similar and nearly alternative products are offered with varieties of price, packing style, brand name etc. by various companies, which provides customers multiplicity of choices. Since, in perfect competition every individual or firm has rights to enter the market (or leave the market) at any time and produce and sell goods according to their own will, every producer tries his level best to captivate consumers attention by emphasizing qualities of his products among many almost similar products, hence it becomes essential to use multiplicity of packaging style, size and color of likely products, so that specific brands may be distinguished among others. The intentions of Consumer for procuring anything depends upon the intensity of his desires to satisy his needs. Consumers have expectations that anything he is buying will satisfy his needs. (Kupiec and Revell, 2001) The basic purpose is to fulfill consumers needs instead of product name, consequently consumer makes buying decision at the moment they encounter different objects rather making prior decisions. Consumers purchase decision depends the way he is communicated for anything at store. The packaging becomes a major cause of his decision to buy anything because it is the first introduction of the product, which communicates the consumer that whether a product may (or may not) fulfill his requirements. The product which appears more suitable to a customer a nearest match for his needs is bought, whereas others are left. The key factor to convince a customer is to know his needs and to make him understand that a particular thing is a perfect match of his requirements. As due to change of consumers life style consumers are interested in packaging tool, So packaging performs an important role in marketing communications, Packaging characteristics could be treated as one of the most important factors influencing consumers brand preference. Taking into consideration that package could be treated as a set of various elements communicating different messages to a consumer, the role of appropriate packaging material to form customers behavior becomes inevitable. Customers taste and behavior also participates significant functions in choosing specific packaging style, hence to know market trend and behavior of consumers, companies conduct market surveys, prior launching any new product, so that they may understand perceptions of consumers regarding specific products and on the basis of customers behavior, figure out the possibility of product success. Marketing Experts believe that Success is traditionally associated with the choice of an appropriate product positioning strategy, so the first step must be to correctly define a positioning strategy. Positioning strategy means to find out physical appearance of any product prior launching it to the market. It has also been observed that sometimes quite beneficial products could not get proper attentions of the consumers because of wrong market positioning strategy or weak planning. (Ramsay, 1983; McAlexander et al., 1993) As a matter of fact if a product (or products) is more demanding and consequently gives lots of profit, every business individual or firm will tend to produce same for having their share of profit in that specific field. This is how there are numerous producers or manufacturers producing analogous products with the difference of brand name, packing style, shape and size because a ditto copy will never makes consumers to switch form their existing brand to a new one. Consumers normally do not switch from one product to another without having sound reasons. These reasons are nothing else but to make them realize that the new product is same but has some different tendencies as well, for instance despite having many chocolate manufacturing companies, every new manufacturer will not be welcomed to influence consumers, unless they manage to prove that their product is better than existing products. Every company tends to prove that their product is somehow poles apart to their competitors and can fulfill the needs of their consumers in better way but in reasonable price. Packaging is the first step to make consumers buy something and plays crucial role to either make a product sellable or to prove it a complete failure, as it is believed that Selling something apparently attractive, though having low benefits is easier than something that has more benefits and lesser attractive. or in other words Most of the books are judged and bought by their covers, instead of their contents. While purchasing anything from the market every 73 out of 100 people go for apparently good things rather than brand and only 27 percent people strictly stuck for brand. In normal days we do not eat any food, if it does not look or smell great, though we know foods are to be tasted and not to be decorated. Commonly people go for the best looking items instead of technicalities; this is why most of the people buy extraordinary and expensive mobile phones not because of advanced functions but because they look great and by and large they rarely become familiar of all functions. As the world is rapidly turning into global village and with the passage of time business is being expanded, the importance of using correct type of packaging material has become essential. Packaging is rightly called an art because packaging material is the first introduction of any product to the consumers, as well as it provides a physical blockade between a product and the surroundings by maintaining hygiene and reducing the risk of product wastage due to impurity. Packaging is indispensable for a safe distribution, storage, sale, and use. Packaging also refers to the process of design, evaluation, and production of packages. It can be described as a coordinated system of preparing goods for safe, efficient and cost-effective transport, distribution, storage, retailing, consumption and recovery, reuse or disposal combined with maximizing consumer value, sales and hence profit. Verily packaging is a central part of the goods supply chain, which protects goods from damage, allows efficient distribution, informs the consumer regarding products and helps to promote goods in a competitive marketplace. Packaging Material, especially for edible goods, are used as a tool to prolong products life. Unlike old days, when a huge part of edible goods used to be wasted because of insufficient packaging materials, now days edible goods in bulk quantities are manufactured and stored for a long time, which leads to maintain timely supply as well as reduces products cost. In general terms, packaging is the container that has direct or indirect contact with product, it holds, protects, preserves and identifies the product as well as facilitating handling and commercialization (Vidales Giovannetti, 1995) Packaging is a tool to form good relationship between Retailers and Food Manufacturers because both work more closely to create products designed for current lifestyles, based on the latest technology. A Retailer, having direct link with end users, can easily be well aware of the perception of consumers. On the other hand manufacturers modify packaging style and product quality on the basis of information provided by retailers. This has resulted in an explosion in the market for ready to eat meals, a market in which packaging is playing an increasingly important role. In a very broad sense, the food industry is discovering the food service channel as a new distribution alternative. Alliances between food producers and food service operators will be the only means to develop successful solutions. (Axler, marketing director of Sodexho, Belgium) Packaging is also a source to provide information about ingredients to the customers and instructions to use the product, for which there are some legal requirements. Consumers make final choice on the basis of these information for instance there are some products inappropriate for diabetics patients because of having high calories, hence instructions on packaging can save diabetic patients, on contrary there are some ingredients which are prohibited for some specific religion (as pork is banned in Islamic Jews preaching) hence through instructions and ingredient list, Muslims and Jews can avoid such forbidden foods. Similarly on medicines dosage is mentioned for children and adults. There are some food related items, especially dairy items, which cannot be kept in sunlight, whereas there are some other items, which must be kept in open and airy places to make them fresh or to store in cold. Manufacturing and Expiry is also mentioned on food products, so that one may know that an edible item is best to use before a certain period of time to avoid any hazard or health problem. On master cartons and containers stack height is also mentioned to avoid product loss, whereas handle with care caution is mentioned on easily breakable items. Packaging is the most important medium of communication because it reaches almost all buyers in the category and is present at the crucial moment when procurement decision is made; and buyers are actively involved with packaging as they examine it to obtain the information they need. (Behaeghel 1991 and Peters 1994) Packaging is becoming an essential part of the value chain analysis, regarding food safety, organoleptic characteristics, ergonomics and flexibility, (Axler, marketing director of Sodexho, Belgium) Packaging is a mean of communication. (Gardener 1967, Lincoln 1965) Packaging is the science, art and technology of enclosing or protecting products for distribution, storage, sale, and use. Packaging also refers to the process of design, evaluation, and production of packages. Packaging can be described as a coordinated system of preparing goods for transport, warehousing, logistics, sale, and end use. Packaging contains, protects, preserves, transports, informs, and sells. In many countries it is fully integrated into government, business, industrial, and personal use. Packaging attributes, combining colors, designs, shape, symbols, and messages of Food products, provide people brand acquaintance for example in a departmental store all kinds of beverages are kept in same place but consumer of specific brand can easily distinguish his choice because of difference of color, size and unambiguous shape. (Nancarrow et al., 1998) Numerous market trends suggests a growing packaging role as a brand communication vehicle and reducing expenses on traditional brand building mass media advertising. Importance of Packaging role is acknowledged round the globe for brand building and consequently the expenses on advertisement has been found reduced. Once a brand becomes familiar companies do not have to spend a huge amount on advertising because consumer will reach the brand automatically. Companies just have to manage timely deliveries, so that meanwhile a consumer may not switch to the nearest competitors due to unavailability of the product. (Belch and Belch, 2001) Packaging attracts and sustains attention, helping consumers identify with the images presented. The importance of packaging design and the use of packaging, as a vehicle for communication and branding, are growing (Rettie and Brewer, 2000) One recent study estimated that 73 percent of purchase decisions are made at the point of sale, it means that a majority of consumers switch to one brand to its nearly alternative while purchasing, for example a housewife wants to have a jar of jam of a specific brand, if she does not find it in superstore, she might buy any similar brand in absence of her desired brand, this may cause her to believe that the new brand is somehow comparatively better than the previous one, hence next time she will visit to the store, she will surely go for the new brand instead of previous one. (Connolly and Davidson, 1996) Packaging materials are used to communicate the messages of specific companies. Most of the branded companies have their particular brand slogans, which influences consumers towards their products. To achieve the communication goals effectively and to optimize the potential of packaging, fast moving consumer goods (FMCG) manufacturers must comprehend consumer response to their packages, and incorporate the perceptual processes of the consumer into design. It is also observed that companies that sometimes failure of a product is not because of lack in product qualities but lack of presentations. (Nancarrow et al., 1998) Almost all FMCG spend extra amount to figure out Consumers perception and behavior, which is believed is not consistent across cultures. Although many industry observers believe that consumers worldwide are likely to have roughly similar response to many FMCG, despite cultural differences (The Nation, Bangkok, 2002) yet there are many cross-cultural researchers who believe vice versa, and assert that knowledge developed in one culture should be confirmed before use in new cultural contexts (e.g., Malhotra et al., 1996) The expansion of modern retailing helps drive this growth, so that packaging plays an increasingly critical role in merchandising and communication for FMCG (The Nation, Bangkok, 2002) Viewing pollution problem of the world, it becomes essential to take necessary steps to reduce waste and garbage. The role of packaging in waste reduction is the most evident at food packaging. When food is processed and packaged, the food residues are often used as fuel, animal feed or some economically useful by-product. In absence of packaged processed food, the residues become garbage in the household. Another reason why food packaging reduces waste is that it reduces spoilage. In developing countries food wastage is between 20-50% because of poor or the lack of packaging. In Europe, where packaging is used in handling, transport, containment and storage, food wastage is approximately 2-3%. (PIN, 1996) With increasing rates of appropriate packaging materials, the fraction of food wastes decreases. A survey conducted in this regards declare that Overall, for every 1% increase of packaging, food waste decreases by about 1.6%. (Scarlett, 1996) Purpose of Packaging Materials: 1.  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Physical Fortification The objects enclosed in the package may require shield from many things like shock, shuddering, compression, high temperature, etc. Appropriate Packaging Material accumulates objects from all these hazards. A good packaging material reduces the probability of product loss and wastage. Food products like as other products are to move from one place to another for instance first from factories to warehouses then from warehouses to depot and later on from depots to distributors and then from distributors to retailers and then to the end users. Proper handling needs either to depute huge manpower to avoid such losses (which will surely increase product cost, though product loss will not be prevented completely) or to use good packaging materials; naturally usage of proper packaging material is more feasible, though manpower is also used wherever needed. 2.  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Protection Food products can be kept safe for a long time, unless Oxygen, water vapor, dust, etc. may not affect them. Infiltration is a critical factor in designing packaging materials. Some packages contain desiccants or Oxygen absorbers to help extend shelf life, whereas usage of metallic sheet or poly film is quite normal in packaging of food related items to prevent oxygen. Modified atmospheres or controlled atmospheres are also maintained in some food packages. Keeping the contents clean, fresh, disinfected and safe for the intended shelf life is a primary function of packaging materials. 3.  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Repression Handling small objects separately is difficult than keeping them in one packet or box, hence diminutive objects are usually grouped together in one package instead of keeping them in different packages, for example, a single box of 1000 erasers requires less physical handling than 1000 single rubbers. Liquids, powders, and grainy materials need containment. 4.  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Communication Packages are properly labeled to provide information related to usage of product that how to use, transport, reprocess, or dispose of the package or product. Food, medical, chemical and pharmaceutical products are labeled proper manufacturing and expiry dates as well as suitable way of handling for example on some packages keep in cold and dry place is written because moisture and heat can cause hazardous change in the product, on some cartons stacking size has also mentioned to avoid any damage. 5.  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Marketing The packaging and labels are used to influence consumers to buy something. Package graphic design and physical design are chosen after thorough survey and deep study of consumers taste and behavior. It has also been observed that products which were proved a complete failure became much popular, just after changing the design of packages. The color schemes, designs, packaging style and size are rightly called tools to sell anything. 6.  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Safety Measures Packaging plays imperative role in reducing safety risks of shipment. Prior packaging, need of safety measures are studied thoroughly. Good Packaging Material is the one that comprises tamper confrontation to deter tampering and also have tamper-evident features to help indicate tampering. Packages can be engineered to help reduce the risks of package pilferage: Some package constructions are more resistant to pilferage and some have pilfered indicating seals. Packages may include validation seals and use security printing to help indicate that the package and contents are not imitation. Packages also can include anti-theft devices, such as dye-packs, RFID tags, or electronic article observation tags that can be activated or detected by devices at exit points and require specialized tools to deactivate. Using packaging in this way is a means of loss deterrence. 7.  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Convenience Packages are designed to keep viewing convenience in distribution, handling, stacking, display, sale, opening, re-closing, use, dispensing, and reuse, for example a tin of cooking oil is not used only once, it is to be used time and again, hence there must be convenience in use as well as in reuse. On contrary a can of disposable beverage is not designed for reusing purpose and once the seal is opened, it is to be used in a limited time; else it will end its properties. Many housewives are observed not using specific products because of inconvenience in use, despite knowing their low price or other benefits. 8.  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Portion Control Specific quantities or proper dosage of some products, e.g. salt, are required to be used. Bulk commodities (such as salt) can be divided into packages that are a more suitable size for individual households. It is also aids the control of inventory for example selling sealed one-liter-bottles of milk, rather than having people bringing their own bottles to fill themselves. Types of Packaging Materials The most widespread types of packaging material are paper, glass, aluminum, fiber board, plastic and steel. Paper: Paper is one of the most extensively used packaging materials, because of being light in weight, cheap in price and easily available. The use of corrugated cardboard, instead of wooden boxes, has reduced weight of packaging materials on one hand and made safe and easy transportation on the other hand. Glass: The use of Glass, as Packaging Material has almost been given up, especially for food items e.g. for beverages because any slight jerk or shock causes it to break into pieces, which is not only material loss but also is harmful for human health; usage of glass has been replaced with Tin and Plastic. Glass is the most common form of packaging waste, although it has been returned to the factories now days for recycling, yet because of its insecure nature, it is being avoided as packaging material. Aluminum: It iscommonly used inpackaging of food items,such asin cans of soft drinks and in tin packed provisions as foil to protect foodstuff from decomposition by preventing access of oxygen. The used aluminum as scrap is sold on high price because aluminum is recycled economically because 20 recycled aluminum cans, can be made with the energy it takes to manufacture one brand new one. Steel: Currently Steel is being used as packaging material for foods, beverages and paints as well as aerosols. Steel is recycled in great extent to minimize product cost. A survey declares that around 16% of energy saving is observed steel because of recycling of steel. Plastic: The use of plastic as packaging material brings so many advantages for instance plastic is light weighted, long lasting and easily available material. The cost of plastic is a bit cheaper as compare to aluminum and steel. Mixed materials: Instead of using a single material for packaging, the trend to use mixed materials is proven more beneficial in form of reducing energy consumption although combining different materials makes reprocessing difficult. Lack of facilities and necessary technologies to separate mixed materials have become great obstacle to recycle because without separating these materials contamination cannot be avoided. Importance of Packaging Branding in Marketing Packaging and Branding are two sides of same coin and are essential for marketing. Branding means to represent not only the name, description and design of a product but also to distinguish a company from its competitors. Most of the brand conscious people believe that a specific brand actually represents the history and credibility of not only the brand but also the manufacturers, because using specific brand means trusting particular companies instead of their professional rivals. No brand can be popular without proper packaging hence it is rightly called that Packing is a marketing instrument, which attracts consumers and forms their trust on companies. People form their good or bad opinions about inside products through the outer look e.g. the colors, fonts, descriptions and logo. It is also experienced that a product, once proven failure, hit the consumers choice later on when the look was improved. Sales Marketing Department focuses to strategize methods to sell companys products in presence of competitors. Packaging and Branding is actually twofold picture. It is said that people do not buy anything unless it looks great. Brand department conducts market surveys to discover new ways to influence more consumers than their competitors, so that more part of market may be captivated. New advertising techniques are discovered and adopted with the passage of time. Brand campaigns are run in the most exclusive manners to form a cohesive brand or image. Brand department keeps an eye on market trends and in case the sale of concern product decreases, new and attractive ways are adopted to re-stable market position, sometimes change in color, size or packaging style revive a falling product. That is why many products are relabeled after a certain period of time by adding new in product name. Customers do not recognize the product but through the brands. It has also been experienced that when a group of consumers were offered to taste same products of different companies, including their own brand, without mentioning of products identities, only a few consumers chose their own brand, whereas majority either could not figure out any difference or chose products other than their brands. Branding Product appearance plays vital role in creation of brand. The product quality has secondary importance because once a consumer is influenced to use a product first time, the product quality can be known. On a survey conducted to find out consumers market perception, while answering why a product is purchased? most of the answers were because it is apparently good. Brand is not only product introduction but also forms market image of company, for example soft drinks manufacturers are producing almost similar products but their consumers recognize their products through presentation style, color scheme and packaging uniqueness. Some experts believe that advertising, which provides information about objective attributes such as price and physical traits will influence brand associations. Advertising can make positive brand evaluations and attitudes readily accessible in memory Advertising also influences behavioral manifestations of brand equity. On average, market leaders spend 20 percent more of their budgets on advertising than do their nearest competitors. There are different parameters or factors that force a customer to switch one brand to another. This individual varied behavior leads to study taxonomy of explanations for varied behavior. Experts of branding distribute these varied behaviors into Derived and Direct variation. Derived varied behavior refers to varied behavior that results from forces that have nothing to do with a preference for change in and of itself These forces are divided into multiple needs and changes in the choice problem. Multiple needs include multiple users, contexts and uses. There are empirical evidences indicating that varied consumption of the household may result from different usage purposes of the product as well as different users within the household. Changes in the choice problem are changes in the feasible set of alternatives, tastes and constraints (new brands, advertising, deals, etc.) Direct variation explanations of varied behavior rely on the inherently satisfying aspects of changing behavior Interpersonal and intrapersonal motives are involved in direct variation. Interpersonal motives result from the needs for affiliation and distinction. Intrapersonal motives result from three main forces. First is the desire for the unfamiliar cite empirical evidence on successful attempts to get stable and reliable measures of different aspects of this desire that is related to an ideal level of stimulation desired by the individual. Second is the desire for information, to measure optimum stimulation levels. Consumers want information on familiar brands. This need for information arises when continued consumption of a particular brand creates confusion with regard to the worth of other brands. The third type of direct variation that satisfies intrapersonal needs is alternation among the familiar. The studies in the areas of psychology of consumer behavior show that levels of stimulation can be raised by switching among familiar as well as unfamiliar brands. There is empirical evidence on the existence of ideal levels of attributes wanted by consumers in their consumption. This fact may result in switching among familiar brands that are rich in different attributes. The present study interprets varied consumption as a result of variety seeking behavior, which is operational as a measure of individual tendency to vary consumption. This tendency is measured on a continuum that extends from extreme tendency to vary consumption to an extreme tendency to avoid variety. It is possible to identify five major factors which influence the proportion of total product sales made by each brand of a product class displayed in a supermarket: (1) relative brand prices, (2) the proportion of display space allocated to each brand, (3) the quality of display space, (4) point-of-sale advertising and promotion, and (5) consumer brand attitudes and preferences. The first four of these factors are direct dimensions of the purchase environment. The fifth is a residual of advertising and promotion, habits and experience, which is brought to the purchase environment by the consumer. A primary objective of this analysis is to isolate and quantify the fifth item, namely, brand preferences of consumers. The procedure outlined in the model essentially involves controlling the other four aspects of the purchase environment and thereby isolating the effect of brand preferences. In many merchandising situations, however, the effects of brand preferences and relative brand prices work together in either a cumulative or a compensating way. For this reason, it may also be of interest to quantify the combined effects of consumer brand preferences and differences in brand prices. While this is possible with the model and is discussed later, the basic model is developed to fit conditions where brand prices are equal. With equal brand prices, equal display quality conditions, and no point- of-sale advertising or promotion, it is hypothesized that the sales of each brand would be proportional to the display space allocated to each if all buyers were indifferent concerning brand choice. Slogans A slogan is a short, unforgettable grasp phrase, which are used as punch line in advertisement to summarize the whole product quality and usage in one or a few words. The company and product information details are associated with tagline or motto of slogans. Companies often use one or a few words slogans to catch the attention of consumers. These slogans are somehow interlinked with the image of product quality because it becomes a key component and are used as essential factor to recognize products for example, Relax, its FedEx defines that a renowned American Courier Service is being discussed, similarly Im lovin it! mentions McDonalds and Finger-lickin good denotes K.F.C (Kentucky Fried Chicken) The Joy of Pepsi! declares a beverage company, Dont leave home without it. talks about American Express and The Legend Leads speaks out of Peek Freans. Many products are even known by their slogans instead of their own names. Designs of Packaging Suitable Packing is designed to captivate a customers attention. The moment a consumer throws a glance towards products, his decision for whether or not to buy a product is formed on the basis of product appearance. A child will always reject product having dull colors whereas an old man will surely avoid using bright colored objects. A well marketed product is wrapped packaging, which suits the flavor of users. Mercedes can never be found in shocking pink color because people who use it, have sober taste and prefer elegance, whereas sports cars are manufactured in bright colors because the dominant users are young. Color effects human behavior such as some colors make us happy whereas others make us sad. While making purchase decision, colour scheme becomes more obvious. The effect of colour has been studied widely to know the consumers perception. (Imram, 1999) Consumer opinions of an adequate color are associated with discernments of other quality features, such as taste, aroma, satisfaction and nourishment levels. Positive effect can be gained by using one or more packaging variables. In some product clear packaging is sued to allow consumers to view food colour, incident light, and taxonomy. While making advertisement of food items, the best colour combination is used not only for plates having food items but also the clothes of models