Blu

This paper has elaborated the characteristics that lead to the triumph of Blu-Ray standard developed by Sony over HD-DVD developed by Toshiba/NEC. Sony â€Å"was once bitten† in the standardization war between Betamax and VHS format; the company leant the value of having a tight linkage of vertical and horizontal supply chain to push a technically superior product for customer acceptance.Advertising We will write a custom essay sample on Blu-Ray vs. HD-DVD specifically for you for only $16.05 $11/page Learn More In the Blu-Ray vs. HD-DVD war, Sony had an upper hand in their Blu-Ray discs that store 25GB on a single layer compared to HD-DVD having a capacity of 15GB on a single layer. Both HD-DVD and Blu-Ray use the same blue-laser diode technology. In developing HD-DVD, Toshiba concentrated its innovation on backward compatibility that only required an upgrade of existing DVD manufacturing equipment. Their HD-DVD became a hybrid of two DVD-9 discs to increase disc capacity. Sony on the other hand developed a separate disc, incompatible with existing DVD making equipment that exploited fully the blue laser unique attribute of reading extremely small spots burned on the optical discs. A higher capacity disc holds more data and enables consumers to enjoy more content in quality or length. A lack of concentration on consumer perception by Toshiba led to the adoption of a misguided strategy; a lesson Sony had painfully learnt to understand the application context that consumers use to evaluate a product. Significant holdings in motion picture and film subsidiaries held by Sony, gave it a supply chain advantage over Toshiba, which had to initiate partnerships with the existing Hollywood companies that were not already committed to Sony’s Blu-Ray disc. In addition to a high storage capacity, Blu-Ray discs proved their superiority over HD-DVD through an inclusion of the advanced technology of â€Å"digital rights managementà ¢â‚¬ , which replaces the â€Å"Content Scrambling System† (CSS) used in DVD players. This technology inclusion was a welcome to the DVD Forum that was driving the support and implementation of improved copyright in all standards.Advertising Looking for essay on it? Let's see if we can help you! Get your first paper with 15% OFF Learn More To counter Sony’s capture of the film and motion studios, Toshiba used a strategy of reaching the market first to convert early adopters. This approach faced a set back of a delay in the commercial release of HD-DVD players attributed to the difficulties of implementing the new DRM controls. As Toshiba was grappling with a the delay of commercial HD-DVD players release, Sony once again relied on its extensive market linkages of vertical and horizontal supply chain, in 2004, releasing PlayStation 3 game consoles that played Blu-Ray discs. To play catch up, Microsoft’s Xbox 360, a PlayStation 3 rival console, anno unced the availability of a HD-DVD add on player at a cost to the consumer. The victory of choice, of an integrated player at no additional cost and an add on player at a cost, went to Sony who sold 84,000 Blu-Ray embedded PS3’s in 2007 compared to only 3000 units of add on HD-DVD player. Toshiba’s HD-DVD failed because it had a lower capacity compared to Blu-Ray in holding high definition movies, concentrated on maintain an existing DVD production infrastructure to minimise costs yet mass adoption of a technology and improved communications now favour rapid replication and lowering of unit costs. This failure to interpret external environments portrays Toshiba as lacking radar to inform business decisions and maintain a competitive advantage in the technology industry. Sony’s genius move was in the strategic acquisition and establishment of major entertainment companies that guaranteed an application mechanism to satisfy consumer entertainment needs. The establ ishment and acquisitions by Sony, made up the company’s network of interest that ensured each subsidiary support the technological innovation as a way to achieve their individual company goals. Sony further formed a Blu-Ray Disc Association (BDA) that allowed the company to advance their technological advantage with manufacturing and marketing skills, industry accumulated knowledge, distribution networks, financial resources and network linkages to professional bodies and lead users. As a result, by late 2007 there were 154 Blu-Ray titles on the Australian market in comparison to 47 HD-DVD titles.Advertising We will write a custom essay sample on Blu-Ray vs. HD-DVD specifically for you for only $16.05 $11/page Learn More Sony’s success in the choice of PS3 game consoles to promote Blu-Ray has demonstrated the effectiveness of having strategies that embed emerging and disruptive technology into current initiatives as it assists firms to ext ract a higher value from existing investments. This essay on Blu-Ray vs. HD-DVD was written and submitted by user Antonio Gonzales to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

Rock Crawlers, Order Grylloblattodea

Rock Crawlers, Order Grylloblattodea The order Grylloblattodea is not well known, due in part to the small size of this insect group. Commonly called rock crawlers, ice crawlers, or ice bugs, these insects were first described in 1914. The order name comes from the Greek gryll for cricket and blatta for cockroach, a testament to their odd mixture of both cricket-like and roach-like traits. Description: Rock crawlers are wingless insects with elongate bodies ranging from 15 to 30 mm in length. They have either reduced compound eyes or none at all. Their long, slender antennae may have as many as 45 segments, but no less than 23, and are filiform in shape. The abdomen ends with long cerci of 5 or 8 segments. The female rock crawler has a pronounced ovipositor, which she uses to deposit eggs individually in the soil. Because these insects live in such cold habitats, their development is slow, taking as many as 7 years to complete a full life cycle from egg to adult. Ice crawlers undergo simple metamorphosis (egg, nymph, adult). Most ice bugs are believed to be nocturnal. Theyre most active when temperatures are coldest, and die when temperatures rise above 10Â º Celsius. They scavenge on dead insects and other organic matter. Habitat and Distribution: Rock crawlers inhabit the earths coldest environments, from ice caves to the edge of glaciers They typically live at high elevations. We know of only 25 species worldwide, and 11 of these live in North America. The other known ice bugs live in Siberia, China, Japan, and Korea. So far, rock crawlers have never been found in the southern hemisphere. Major Families in the Order: All rock crawlers belong to a single family – Grylloblattidae. Families and Genera of Interest: Grylloblattia campodeiformis was the very first rock crawler discovered. E.M. Walker described the species, which was found in Banff, Alberta (Canada).The genus Grylloblattina includes just one species, which lives in Siberia.All North American ice bugs belong to one genus, the Grylloblattia. Sources: Borror and DeLongs Introduction to the Study of Insects, 7th Edition, by Charles A. Triplehorn and Norman F. JohnsonGrylloblattodea, John R. Meyer, North Carolina State University, accessed December 19, 2011Suborder Grylloblattodea, Bugguide, accessed December 19, 2011Ice Bugs (Order Grylloblattodea), Gorden Ramel, accessed December 19, 2011

Masonry Brick Production Term Paper Example | Topics and Well Written Essays - 1500 words

Masonry Brick Production - Term Paper Example However, scientific improvements have made modern brick plants substantially more competent and have enhanced the overall value of the products. A more comprehensive acquaintance of raw materials and their characteristics, improved control of firing, enhanced kiln designs and more sophisticated mechanization have contributed to advancing the brick production. Brick is produce from clay or shale moulded, dried and fired into a sturdy ceramic creation (Demir & Orhan, 2003). Brick producers handle sustainability by situating manufacturing plants near clay sources to decrease shipping, by recycling of procedure waste, by recovering excavation site where mining has happened, and by practising measures to minimise plant emissions. Most brick are utilized within five hundred miles of a brick production facility. The report provides essential information for understanding masonry demands and requirements (Kermeli, Worrell & Masanet, 2011). Diesel or another type of fuel is appropriate to provide power for crushers, while electricity is essential during this stage to guarantee smooth operation of conveyors. Energy is a fundamental resource in almost every industry, since it drives different functions or production processes. Without energy, these procedures would breakdown, rendering a manufacturing unproductive and incapable of attaining production capacities (Kreh, 2003). Masonry Brick Production uses contemporary kiln cars that run through dryers, powered either by thermal energy or electrical energy source, derived from combusting coal or appropriate fossil fuels (Kreh, 2003). Most of the water in the material mixture is dispersed in drying compartments at a temperature varying from 400C to 2000C. The other energy demanding step in brick production is firing. Just like in other stages, thermal and electrical energy is essential to fire the kilns to temperatures ranging from 10000C to 12000C, based on

Fashion Glasses and Contact Lenses Essay Example | Topics and Well Written Essays - 3000 words

Fashion Glasses and Contact Lenses - Essay Example The essay "Fashion Glasses and Contact Lenses" discovers the Glasses and Contact Lenses in Fashion. Style and fashion is associated with social status, cultural background of people belonging to various social groups. Changes in tastes and fashions call for innovations in design, quality and use of materials that enhance aesthetic values associated with the product. Gasses and contact lenses have evolved into fashion objects and undergone radical changes keeping in tune with the technological developments, though utility value of these products cannot be underestimated. Combination of fashion and utility in fact ensured sustainable growth of the eye glasses as fashion objects of style and fashion in the industry. When people are under compulsion to go for glasses either for vision correction or protection of their eyes, the next logical decision in buying involves proper selection of glasses. This decision is based on several factors which are guided mostly by cultural background of the consumer. But, the important aspects of decision making are style and fashion, keeping in mind the personality and social status of the person. Values are the beliefs or ideals shared by people in a culture which influences a person’s behaviour and attitude. In study of fashion emphasis is on the way in which the objects of fashion such as jewellery, garments and accessories like shoes and glasses acquire meaning in specific historical and cultural contexts. Tilley, C. stated The concept of objectification may be held.

Research Paper on Perfect Competion Example | Topics and Well Written Essays - 1000 words

On Perfect Competion - Research Paper Example They all sell identical products, and the seller is a price taker, not price maker† (Jain & Trehan, pp. 243). The characteristic of ‘price taker’ signifies that the price is set by the interaction of demand and supply in the industry, and no individual firm can increase or decrease the price (Jain & Trehan, pp. 243). As mentioned above, perfect competition is mainly based on certain assumptions and as such, it does not exist widely in the real world (Dwivedi, pp.294). Perfect competition is based on the assumption of ‘perfect mobility’. The model assumes that there is perfect mobility of factors of production between firms. There are, therefore, no restrictions on the movement of labor from one firm to another and there is no trade union either. In addition, no firm can control industrial input; hence, there is perfect mobility of capital as well. Another concept common to perfect competition is the free entry and exit of firms in the industry. This sh eds light to the fact that there are no legal, financial or market barrier for any firm to enter or exit the industry. Firms can choose to enter or exit at their free will. When the industry is enjoying abnormal profits, that is when the short run average cost is less than the price, and then firms enter the industry. However, when the abnormal profits are transferred into normal profits or losses, then firms leave the industry (Dwivedi, pp. 297, 298). This model makes a further assumption that there is ‘perfect knowledge’. This suggests that there is no uncertainty in the market, and information regarding the market is readily available and is free of cost. In addition, firms act independently and they do not collude with each other in any way. Furthermore, there is no government intervention in perfect competition. There are no discriminatory taxes or subsidies, government does not put up a maximum or minimum price and does not have any sort of direct or indirect cont rol. Such characteristics make this model unique (Dwivedi, pp. 297). â€Å"The demand curve of a perfectly competitive firm is horizontal; this signifies that the firm can sell as much as it wants at the prevailing market price† (Dwivedi, pp. 298-300). Any firm in perfect competition is so insignificant that it absolutely has no influence over price. The diagram is shown below. (McEachern, pp. 23-25) This characteristic of perfect competition also makes it unique in all types of market structures. In addition to that, perfect competition is used as a ‘useful benchmark’ to judge the efficiency of markets. There are two broad concepts of efficiency, allocative efficiency and productive efficiency. Productive efficiency occurs when the firm is producing at the minimum of its long run average cost curve (LRAC). This signifies that the cost is less than the market price of a certain product. In perfect competition, output is produced at the minimum of average cost in the long run. Allocative efficiency, on the other hand, ensures that producers are making the right things that consumers actually want. The market in perfect competition is left to the forces of demand and supply. These forces ensure that what the consumers want, they would get. This avoids wastage of resources. In economic technicality, allocative effi

Play Therapy Theories Children And Young People Essay

Play Therapy Theories Children And Young People Essay Play is important for the childs holistic development including their physical, language, social, emotional and cognitive development. Play allows children to learn naturally from the world around them to gain life skills and understanding Play allows children to freely explore the world around them, without adult direction. Play allows the child to create, challenge, imagine, engage and explore satisfying activities for both themselves and others. Children may use equipment; play alone or with others, in energetic or calm manner. Play is a vital component for a childs development and lives and is essential to be promoted where possible (Play England, 2007). Play is the primary and natural medium of communication for children (Axline, 1947). Children may not have the capacity to use words to express themselves, but with the assistance of play therapists, communication and understanding can occur between both the child and therapist. As children do not have the same abilities to communicate and express themselves verbally and as effectively as an adult can, play gives children the opportunity to express their emotions and experiences. This can provide a foundation to build relationships with the play therapist and others, allowing their needs and requirements to be known and to gain a better understanding of themselves (Landreth, 2002). Play therapy then, is a medium of therapy in which play is used, to observe children engaging in play. By providing resources of play materials and knowledge of theory around play therapy, therapists can identify and examine the childs underlying issues. Wilson Ryan, (2005) state that the importance of play therapy is to allow children move from being unaware of their hidden, unconscious feelings they may have as a result of life experiences, and gain an understanding of their emotions and experiences enabling them to come to terms with feelings. OConnor and Schaefer (1994) maintain the aim of play therapy is to bring children to a level of emotional and social functioning or level with their developmental stage. This can allow usual developmental process to be resumed. Play Therapy is an active process between both the play therapist and the child. It allows the child to explore their surroundings at his or her own pace. The child has his or her own schema of their issues which may be current and of conscious awareness or, hidden in the past and possibly buried in the unconscious. These issues whether of conscious awareness or not may affect the childs daily lifestyle influencing feelings and behaviour. Play therapy is child centred and the play therapist focuses on play as the first and paramount medium of therapy, with speech the second medium of therapy (British Association of Play Therapists, 2008). The Irish Play Therapy Association (2013) claim, Play Therapy is an effective method of therapy for children who display or encounter many difficulties or issues. Behavioural difficulties may include depression, aggression, anxiety and other issues relating to difficult encounters or life experiences of abuse, death of a family member, divorce or separation and trauma (www.ipta.ie, 2013). A history of Play Therapy Play Therapy dates back as far as 1909 in Europe with the work of Sigmund Freud (1909/1955) and the first documented psychoanalytic therapeutic work focusing on a child was the case of Little Hans. Freud discovered the childs phobias through observations of his play behaviours and dreams. This case encouraged further development of Freuds work and eventually the development of play therapy. While Freud used interpretation of the unconscious motivation of a child building a relationship with the child, but he came to the understanding that unlike adults, children do not decide to enter into psychoanalysis. Without consent or understanding the therapist brings the child into this analysis. Anna Freud (1946) followed her fathers interest of play, but developed her own theories. She held that adults undergoing psychoanalysis are required to provide the therapist with information to assist the session, however with children the background information is expressed usually, but not always by the parent. Melanie Klein (1955) believed the use of psychoanalysis could benefit children in a variety of ways, even if their development was atypical. Klein also believed in using observations with children during their play and behavioural actions and not through their expression of speech as is used within adult psychoanalysis. Klein therefore introduced toys into her sessions to promote play and allow observation of actions to occur. Virginia Axline working in America was influenced by Carl Rogers work on non- directive client centred psychotherapy. Therefore, Axline built on Rogers theory resulting in a new therapeutic approach for working alongside children, known as non directive play therapy. As in adult psychotherapy, the relationship between the therapist and the child in play therapy is based on being genuine, on acceptance and trust. The theory is that if children are given the opportunity to freely express their feelings and emotions they will resolve these issues themselves, using play experiences and the assistance of their play therapist in order to achieve this (Wilson Ryan, 2005). Axline (1950) stated that non- directive play therapy is a play experience that is therapeutic because it provides a secure relationship between the child and the adult, so that the child has the freedom and room to state himself in his own terms, exactly as he is at that moment in this own way and in his own time (p. 68). Axline based her theory on her work with a young boy called Dibs. Axline held that Dibs healed himself through no direction over a period of time. She said No-one ever knows as much about a human beings inner world as the individual himself. Responsible freedom grows and develops from inside the person. (Wilson Ryan, 2005). Axline, unlike Freud and Klein who both focused primarily on psychoanalysis, believed children would do their best to meet their full potential and by providing a therapeutic relationship and approach which would support that development. Many therapists today base their work on Axlines (1947) eight principle guidelines Axlines principles outline, The importance of developing a relationship between the therapist and client from the beginning. Accepting the child and who they are without judgement. Provide the child with a safe environment to express their feelings completely. The therapist is alert and available to provide the child with feedback to assist the clients behaviour, The therapists provides the child with a scaffold to learn how to cope and solve their own problems and to respect their choices. The therapist is required not to direct the child in any manner, unless where the childs safety is at risk. The therapist allows the child to lead the session and the therapist follows their lead. The therapist is patient and understands it is a gradual process requiring time. The therapist provides limits that are essential to assist the therapy into a sense of reality and provide the client with information in relation to their responsibilities within the relationship (Axline, 1947). Based on Axlines theory of non-directive play therapy, Landreth (2002) developed his theory of Child Centred Play Therapy. Landreth (2002) states the relationship between the child and the therapist must be different from other types of relationships the child has experienced. The relationship between the two is to ensure the child feels safe and comfortable to be expressive within their play, allowing natural communication to occur. He believes the true foundation to the relationship within child centred therapy is that of the bond between the therapist and child (Landreth 2002). Another influential contribution to the area of play therapy is the work of David Levy (1938). Levys Release Therapy allows children release their anxieties through controlled play set out by the therapist. Levy provided free play therapy based on Kleins theory of free play. Toys are introduced into the settings that are related to the event that requires intervention and the child plays freely with the chosen toys. Growth of Play Therapy Child psychotherapy has established a strong tradition across Europe and has grown significantly. In Ireland, child psychotherapy has grown more slowly in comparison to American and Europe. However, professionals interest in play as a therapeutic intervention has developed gradually over the past decade. Practioners are becoming more increasingly aware of the seriousness of emotional issues experienced by children and the difficulties that may arise. These children are likely to require more serious treatment that may not be available to them. Play Therapy Theories and Approaches There are two techniques used within Play Therapy, non- directive Play Therapy and Directive Play Therapy. Non directive play therapy approaches are referred to as , child-focused, client centred and unstructured, where components of directive play therapy are described as structured, directive and focused Gil (1994). Gil (1994), elaborates on various directive play techniques, including behavioural or gestalt, but suggests that non directive play therapy is a more child focused approach. He explains that non-directive play therapy provides the child the freedom to participate in their own way throughout the session, allowing the therapy to move in specific direction required for the session. Within structured play therapy, the play therapist plans activities adapting a directive play approach. During the formation of a relationship between the therapist and client within directive Play Therapy a less directive technique is used. This allows the therapist to build a foundation to the relationship and over time, directive techniques are weaned into the relationship (Jones, Casado and Robinson, 2003). Similarly, supporting this concept, Berting (2009) suggests that building on the concept on developing a therapeutic relationship using a less directive approach is best practice, before proceeding with more directive activities in the core area of the play therapy session. He also suggests observing the childs need to be able to or prepared to carry out directive play therapy. Non-Directive Play Therapy ( who are the key people in NDPT and explain what you will discuss With over 60 years of influential work, Axlines contribution to non directive play therapy was outstanding. He is known as the founder of non directive play therapy and his work still influences play therapists in many ways. He believed the play therapist should have very little influence on the clients play and the client should communicate through their play, which is still a core principle today. The idea of reaching your full potential as a child in play therapy was originally proposed by Axline (1947). He explained the theory of progressing towards full potential occurs because of the formation of the therapeutic relationship, and not that of specialised techniques. Ray, Blanco, Sullivan, and Holliman (2009) support Axlines theory by stating the play therapists develops a relationship with the client by building on their acceptance.. In return, the client develops self-acceptance which results in moving towards their full potential. Today, play therapists continue to build on the foundations of non-directive approach guided by Axlines creative work, the area of non-directive play therapy continues to progress, more than 60 years later. Client-centred play therapy. Developing the ideas of Axline (1947) and Moustakas (1959), Landreth (2002) improved their theories to develop client centred play therapy. In Play Therapy Virginia Axline (1947/69) suggests that the individual has within himself the ability to solve his own problems, and that in play therapy, where conditions for growth are optimal, the child reaches for independence (Axline, 1955). She expressed the importance of the therapist to allow the child to explore and investigate the room and toys with his own initiative with support of the experience and the relationship (Axline, 1955). Star this section from Moustakas Moustakas (1959) felt children required the need to feel they were understood gain self directed skills in order to grow. These skills could be achieved through client centred play therapy, focusing on the clients direction throughout the session. Astramovich (1999) supported the client centred therapy approach stating it focuses on the growth and development of the child, and this can be achieved by the child directing their own play through the session. Directive Play Therapy Explain to the reader what approaches you will cover: McMahon (1992) states directive play therapy aims to prepare children for an event that is about to occur, for example surgery or other unpleasant events. Directive play therapy works towards treating the childs anxieties they may be unaware of. McMahon (1992) suggests the directive approach is closer to psychotherapy than to Axlines non directive theory. She elaborates on the therapist having the skills to deal with unexpected circumstances which may arise, and always be prepared and accept the childs response. Oaklander (1978) holds that there are the benefits of fantasy and projective methods to use in directive play therapy. He suggests asking children to draw their family as symbols or animals, directing their play to observe their emotional needs. The use of Gestalt methods is expanding over time, the theory behind this approach is beneficial to the child to deal with their feelings they are experiencing at the present, instead to going too far back towards traumatic experiences (McMahon, 1992). Cognitive Behavioural play therapy Cognitive behavioural therapy (CBT) is a form of psychotherapy originally developed for adults, and aims to identify and modify negative thinking styles that cause negative emotions and the maladaptive behaviours associated with those thinking styles (Knell Dasari, 2009). Cognitive behavioural play therapy is a sensitive approach seen to be effective when working with children based on CBT from 8 years and above with various disorders. Cognitive behavioural play therapy is used to teach children strategies to change their negative thinking and views in order to develop positive thinking and understandings (Knell Dasari 2009). Green (2008) elaborates on the various styles of the cognitive behavioural approach used within play therapy including, changing their cognitive development, discussing and eliminating senseless beliefs or ideas and cognitive misrepresentations. The play therapist modifies the cognitive behavioural therapy to suit the needs of the child within play therapy. Gestalt play therapy Gestalt play therapy, according to Oaklander (2001), focuses on the holistic views of the child, including their body, their emotional state, and their mind. Gestalt Play therapy focuses on the childs ability to understand how to express their emotions and is essential for a healthy understanding of their own emotions. Oaklander (2001) supports his theory by developing a variety of ways to express ones emotions. Oaklander (2001) suggests clay, art, crafts and puppets to help assist the expression of emotions through play in a directive manner. The Gestalt work focuses on the what and how rather than the why as found (Oaklander 2001) found. Alderian Play Therapy Within Adlerian Therapy, the therapist focuses on and examines the lifestyle of the client and tries to form a relationship of respect and trust with the client in order to set and reach their goals. Adlerian play therapy is a little different as it sets out to appeal to the child but is focused on the Adlerian method just in a child friendly manner. (Morrison 2009). Kottman (2001) suggests Adlerian play therapy may use techniques from non- directive and focused play therapy in order to the help the child build confidence, courage and abilities by using the Adlerian play therapy method. It is believed within the Adlerian method behaviours carried out by the client are intentional and by using the Adlerian method of play therapy, children can learn to develop coping mechanisms and strategies as suggested by Kottman and Warlick (1989). Psychoanalytic play therapy Melanie Klein, Anna Freud, studied under the Freudian psychoanalysis each developing their beliefs. Both individuals had a major influence of the development of psychoanalytical play therapy Melanie Klien believed all play was symbolic; in contrast to this Anna Freud believed it was the replay of real life events. Anna believed play therapy was allowing children to talk about the conscious feelings and thoughts and to act out the unconscious; however Klien in contrast to Anna Freud made interpretations from the unconscious meanings to from their play and felt strongly this was the correct understanding (McMahon 1992). Freud argues for the importance of building a relationship between the therapist and the client in order to provide adequate therapy to the client. She did not believe in interpreting the clients play until the relationship was developed amongst both parties (Cattanach, 1992). Klien argues against Freud, emphasising the importance to begin interpretation without the foundations of a relationship with the child resulting in delays to the therapy (Cattanach, 1992). Parental / Primary Carer Involvement The input and involvement of the primary carer is significant when providing Play Therapy to Children. Involvement provides positive outcomes to both the therapist and the child. The therapist can receive back ground information of the problem, the events and behaviours, the primary carer can provide the therapist with information in relation to the childs progress. Primary carer involvement provides security, stability and emotional support for the child if the therapy may become distressing for the child. A parents emotional availability is suggested to be the tool to success of Play Therapy (Wilson Ryan, 2005) Primary carers may be unaware of what Play Therapy is, and how it is used. As the primary carer brings the child to the centre weekly it is suggested that the therapist should provide adequate information and assistance in relation to the treatment and their part in the therapy (Wilson and Ryan 2005). The therapist should ensure they dont replace the parent child relationship although their relationship is significant for successful results and progress. Play Therapists can involve parents in a variety of ways, for instance the therapist can ask for the parent to sit in on the therapy to assist the settling period, therapist provide feedback to the parents, after each session or after a particular period of time. This can allow therapists provide parents with advice and ideas of how to bring the therapy into the home and provide consistency (Landreth, 2001 and McGuire McGuire, 2001). Training There are independent organisations that within their own country have their own play therapy training; however they adopt the standards of Play Therapy Internationals standards. Their training is recognised and certified. Play Therapy Ireland, Play Therapy United Kingdom and Play Therapy Canada are well developed and link with Play Therapy Ireland through their practice. Other countries are gradually developing their own Play Therapy International standards. The Childrens Therapy Centre are the only APT approved provider in Ireland. Their courses are recognised by the Irish Association for Play Therapy and have approved quality assurance standards with both FETAC and HETAC. Conclusion In this chapter a review of the current literature relating to play therapy was addressed. I will present a small scale study carried out on the perception of Play Therapists. In the next chapter I will outline and discuss methods for gathering data for this study. A

Pepsi and Heineken Commercials: Promoting American Devotion and Compas

Pepsi and Heineken Commercials: Promoting American Devotion and Compassion Today’s commercials cloud the viewers’ brains with meaningless ritzy camera angles and beautiful models to divert viewers from the true meaning of the commercials. The advertisers just want consumers to spend all of their hard-earned money on their brand of products. The â€Å"Pepsi† and â€Å"Heineken† commercials are perfect examples of what Dave Barry is trying to point out in his essay, â€Å"Red, White and Beer.† He emphasizes that commercial advertisements need to make viewers think that by choosing their brands of products, viewers are helping out American society. As Rita Dove’s essay â€Å"Loose Ends† argues, people prefer this fantasy of television to the reality of their own lives. Because viewers prefer fantasy to reality, they become fixated on the fantasy, and according to Marie Winn in â€Å"Television Addiction,† this can ultimately lead to a serious addiction to television. But, one must admit that the cle ver tactics of the commercial advertisers are beyond compare. Who would have thought the half naked-blondes holding soda cans and American men refusing commitment would have caught viewers’ attention? Try to visualize a slim blonde at the ripe age of nineteen coming in closer and closer on the television screen. She’s wearing a tube top and hip hugger jeans with a belly ring that reads â€Å"Pepsi.† She slowly spins around, grabs a can of Pepsi and drinks it in slow motion while her diamond bracelet glistens in the lights. The music stops. She turns to the camera, smiles, winks at you, and tells you to go out and try a nice cool refreshing can of Pepsi Cola. The next commercial to come on shows a man sitting down on the couch with his girlfriend s... ...ics television advertisements. When such a significant line is blurred when do we draw it back on? Do we wait until we see the serious effects of this problem? When do we deem television addiction as serious? Advertisers want viewers to spend their hard-earned money on their brands. Therefore, they have devised elaborate commercials to lure consumers into their trap and once they have gotten their patronage, it is hard to say if they will ever let them go. So, watch out. Works Cited Barry, David. â€Å"Red, White and Beer† The McGraw-Hill Reader. 8th ed. Ed. Gilbert Muller, New York: McGraw-Hill, 2003. 519-521 Dove, Rita. â€Å"Loose Ends† The McGraw-Hill Reader. 8th ed. Ed. Gilbert Muller, New York: McGraw-Hill, 2003. 503-504 Winn, Marie. â€Å"Television Addiction† The McGraw-Hill Reader. 8th ed. Ed. Gilbert Muller, New York: McGraw-Hill, 2003. 505-507