DNA Mutations Essay Example | Topics and Well Written Essays - 500 words

DNA Mutations - Essay Example The function of the protein made by this polypeptide will be changed or lost as well (Blamire ,2000). To put in simpler language, mutation alters the function of the enzyme that catalyses a particular genetic function resulting in the change of inherited characters through different generations. It results in the alteration of DNA sequence and consequently results in changes in the genetic and physical appearance of an organism. Thus the phenotype of the organism carrying the DNA which went through mutation will be changed. The agents which cause DNA mutation are termed as mutagens. These can be either physical agents or chemical ones (Matulef 2004). There are specific chemical mutagens created and calibrated to create specific genetic changes. They can either mimic the original nucleotide bases in a DNA molecule or remove parts of the nucleotide resulting in improper base pairing during DNA replication. They can also cause genetic changes by adding hydrocarbons to various nucleotides. High energy radiations can also alter the DNA molecule and cause mutation (Matulef 2004). The ultraviolet radiation from the sun is another cause for the same. Ultra violet rays in the presence of sunlight gamma rays and such ionizing radiation etc can increase the frequency of mutation above the natural level. Much differently to these kinds of mutagen induced ones, mutations can also occur spontaneously. Mutation may arise on account of different reasons. In a chromatid, DNA helix runs continuously from one end to another in a highly super coiled form. Therefore loss or gain (deletion or insertion/duplication) of a segment of DNA results in alteration in chromosomes (Montelone, 1998) Since genes are located in chromosomes such an alteration may result in abnormalities or aberrations. Chromosomal aberrations are commonly seen in cancer cells. Moreover Mutation may also arise due to change in a single base pair of DNA.

French revolution, social revolution Essay Example | Topics and Well Written Essays - 250 words

French revolution, social revolution - Essay Example As a result, the government could not levy enough tax to fill in the deficit as the citizen’s anger grew. While the nobles got exempted, peasant with big chunks of land was handed the heaviest tax weight of all. Secondly, there was food scarcity. Food failures in that time led to high prices of bread. The parliament was dominated by the nobility, so despite the efforts of Louis XV and Louis XVI to tax them, it only resulted to resistance from the law courts. When all attempts failed in 1788, the king summoned the estates general, who was the first since 1614 which would meet in 1789. The king wanted them to meet the modern way, but parliamentarians decided they would meet the same way as 1614. Society had changed in 200 years, and the bourgeoisie was the people with the money, now money was their power/ advantage to seize the power they so much wanted to have. Effects: In France, the bourgeois and the land owning classes emerged as the dominating power. Feudalism was dead; social order and relations were strengthened by the Coda Napoleon. The revolution unified France and improved the power of the national state. The revolution and the Napoleonic wars changed the structure of Europe and initiated the era of modern total warfare. Although few historians see the rule of terror as a hostile precursor of present-day totalitarianism, other argue that this ignores the vital role played by the revolution in establishing an example of such democratic institutions as elections and constitutions. The failed ventures of the urban lower middle class to secure economic and political gains foreshadowed the class conflicts of the 19th century. While major historical interpretations of the French revolution differ greatly, almost all agree it had an extraordinary influence of the modern world. This French revolution maybe seen as a prototype for modern social revolution in a way that has seen many similar circumstances of social revolutions. In her book, Theda Skocpol

Power Line Communication Essay Example for Free

Power Line Communication Essay The objective any mining company like TATA STEEL is to reduce the amount of energy used in mining through the increase in employee productivity and safety. Mining operations consist of several tasks. The highest efficiency can only be achieved with full coordination among the persons carrying out these tasks and if the locations of vehicles and people are known by those who coordinate the activities. In addition, the large number of risks of explosion has the potential to cause a major accident. Therefore, the establishment of a better communication system for the mine underground is very important and significant to modernize the mine management, increase the labour productivity, and strengthen the security to protect the lives and property of the mines. Present Scenario At present, cable telephone communication, power line communication, sensor communication, telecommunication, leakage communication, and radio communication are the main forms of communication in a mine. Our study shows that, a variety of mobile communication methods have their limitary application under coal mine. Some mines still use hardwired wall-mounted telephones. The disadvantage of this technology is the obvious necessity that the user cannot be mobile. To reach this person, the caller must page the person who must then go to a wall-mounted telephone that may be a long distance away and in the case of an accident the telephone may be inaccessible to the injured person. Another popular technology , Leaky Feeder technology requires a relatively stiff,hard-to-install cable, about 5/8† in diameter, to be installed everywhere where communication is desired. To communicate the user must be in line-of-sight of the cable and not more than thirty or eighty feet away from the cable. According to a survey conducted on how well current systems meet the needs for mining communication, 62 percent of Respondents replied negatively. None of them thought that mining communication needs were being met extremely well. Some of their replies- â€Å"Overall we cannot communicate well with miners.† â€Å"There is the issue of battery, phone and wiring maintenance.† â€Å"Safety in an emergency is still an issue.† As the power lines in an underground mine cover a broad area, if we can make full use of power lines to communicate, then we can completely solve the problem underground communication. The use of power lines saves the cost of additional cable and the labour cost for system installation. Furthermore, power lines are built and installed in a rugged manner. Any underground wire or cable, when fed an RF signal, tends to distribute that signal throughout its length. Carrier current systems utilize this fact to establish communication paths using existing mine wiring. Carrier current devices are basically FM radio transceivers that transmit and receive over existing mine wiring instead of using an antenna system. The LF (low-frequency) and MF (medium frequency)KP ranges propagate best in carrier current systems. A common example of a carrier current system is the trolley carrier phone systems presently used in many mines. Another example is the shaft communication systems that utilize the hoist rope itself to establish communications to and from the cage. The most modern system, based on MF, promises to be the most effective of a l l . But there are lots of complex interference noises in power line communication under mine. More recently, the maturity of wireless as an accepted medium has increased the demand for instant, reliable, portable communication. Underground mines, however, have proved resistant to wireless communication due to environmental conditions that limit the transmission of radio waves. â€Å"Mines are looking to find such a system. It would become universal over time due to safety, a decrease in down time and an increase in productivity.† This system may be further enhanced to A GPS-like (Global Positioning System) for underground mines which would serve an extremely useful function in saving energy in mining operations. Autonomous (i.e. unmanned) machinery has been a long-standing objective of the mining. This would move miners from underground mines to the surface from where they would remotely control mining operations. Extremely important is to note that such a move would allow shutting off the energy-guzzling fans, which would result in large amounts of energy savings. Economics PLC is viewed as especially attractive because of several characteristics. Electricity services in most developing countries have higher reach than telephony. In addition, PLC can provide an elegant solution for in-home access and networking, since the signal can reach virtually any outlet in the home. However, there are several important technical issues in this simple scheme. The signal attenuates as it goes over the line, with higher losses at higher frequencies. Given emission limits that restrict boosting the transmission signal, the only solution is the use of repeaters en-route, increasing the cost. Secondly, the LV transformers act as a low-pass filter, allowing electricity through with low losses but not higher frequencies. This is why most solutions rely on bypassing the distribution transformer. While an opportunity in terms of sharing capital equipment costs across users, shared infrastructures also lead to congestion, multiplexing, interference, and security concerns. To overcome these issues, PLC solutions rely on sophisticated signal processing and encoding. For PLC to be successful, it must not only operate successfully from a technology point of view, but also present a viable business case. The market space consists of not only well-entrenched alternatives like DSL (Digital Subscriber Line) and cable, but also alternatives such as Fibre-To-The-Home (FTTH), Fiber-To-The-Curb (FTTC), and broadband wireless. Issues of telecom, regulation and competition play a vital role in deciding the future of PLC. Depending on the number of feeders emanating from the substation, different MV couplers are needed. At every distribution transformer, a concentrator cum transformer bypass is required. This device transfers the signals to the medium-voltage line, bypassing the transformer. In addition, depending on the distances involved, repeaters might be needed to extend the signal. In addition to the one-time costs, which are amortized over specific periods, there are also explicit calculations of monthly operating costs. After thorough estimation from various sources (web and consulting some industry people) the monthly costs of PLC is found to be around US$35 per month per user. Most of the values chosen are plausible, if not optimistic. In some hazardous locations, where specialized personnel are required, installation costs have been estimated at US$200–300. On the other hand, in normal cases, the installation would be somewhat over US$100 per user . The total capital costs per consumer (excluding Customer Premises Equipment (CPE)) average about US$85 , assuming an average of 6 homes passed per LV transformer. One result that is robust across most assumption ranges is that operating expenditures are about 45% of the total costs. The most important variable, under the assumptions is the time period for paying off of the equipment. Given the fast changing nature of the telecom industry, the median value for economic purposes is assumed to be 5 years. In addition, within a region, the competitive pressures might be much lower, allowing for higher market share and greater sharing of equipment, marketing, and maintenance costs amongst subscribers. Given the estimated monthly costs of PLC it is almost clear that there is a gripping business case for PLC in the near term based on price for the end-user. Of course, economics is not the only factor in determining the success of PLC or any other broadband technology. User satisfaction, customer loyalty, branding, and competition (alternatives) are all important factors as well.

Sustainable Architecture and Design

Sustainable Architecture and Design Sustainable, eco-friendly architecture can often be seen as the radical hippy of neo-liberal architectural discourse, with its practical application in the 21st century limited and problematic. Is there space for the synergy of idea in this regard, producing usable and practical or whimsical and gracious buildings that also adhere to the classical ideas of beauty and proportion? Sustainable[1] and eco-friendly architectures[2] were the subject of much left of centre discourse throughout the 1960’s and 1970’s against the backdrop of late Modernism and the initiation of constructed, clean post–Modernity. They were in opposition to the shock of the ‘new’ the marvels of concrete and structural steel and the innovations that supported closed environments such as elevators and air-conditioning. The seemingly ‘hippy’ applications of buildings that suited the environment, responded to them, and trod lightly in their space appeared irreconcilable in the context of the masculine, rational and spare elements of Modernity. The fear that beauty[3] could not exist in a mixed relationship, that a building could be both environmentally friendly and be visually appealing was not always an option in the hegemony of late modernism. However, this paper discusses the synergies that arose from these apparently oppositional ideas. The modernist era of tower blocks and buildings that fitted in with the ‘form follows function’ premise, ignored the possibilities of working with the environment and also being informed by it. The post-War building boom was expeditious, masculine and prolific, with the modular systems of the International Style informing all of the above. The shock of the new, invention and innovation left little space for the architectures engaging with the environment or the vernacular textures. Issues of sustainability were very much part of a neo-liberal brief, and disregarded by the world order of the time who had not yet woken up to the issues regarding the depleted ozone layer and greenhouse gas emissions. However, occasionally, there was minor dissent, particularly in the British colonies, where the imposed architecture of the colonist had been, to some extent environmentally adapted by the settlers using vernacular materials and adapting some elements of the indigenous building systems that they found there. Throughout this, though, the prevailing post-War building idiom of the mother country was largely retained, adaptability being one of the successes of Modernism. Those careful and socially conscious architects that contested the climatically and culturally inappropriate imposition of modernism strove to combine old and new materials and old and new technologies to create regionally appropriate buildings that were a vernacular in their own right and yet a new architecture that combined all the radical notions popular in the hippy culture of the late 1960’s. Norman Eaton, a South African, was cognizant of environment and reduction of the air-conditioning loads when he designed his Netherlands Bank Building (1965) in Durban, South Africa, a five level building where the building stands on a white marble podium and forms a pavilion in the centre of the high-rise urban fabric. The external curtain wall is replaced by a brise-soliel of green ceramic hollow clay blocks forming a massive sunscreen and significantly reducing the air conditioning loads in a hot, humid climate. ‘The unbroken expanses of ceramic screening were the result of Eaton’s approach to the challenge of Durban’s heat and were not employed for aesthetic effect alone. The open and yet cool aspect of the interior and the considerably reduced load on the building’s air conditioning system testify to the screens functional success. Behind the screen and invisible from the outside a second curtain wall, this time of glass, also covers the building, so that all internal levels are well lit but at the same time well protected against the glare and heat of direct sunlight.’ (Haropp-Allin; 1975: 107) Visually, although the building is a regionalist adaptation of what was a prevailing modernist format, the building and its incorporated garden spaces provides cool relief and a refuge in a hard edged landscape.[4] Almost two decades later, the Australian John Andrews in his Eugowra Farmhouse, New South Wales, (1979) maximized the orientation of the building such that he combined the use of prevailing winds for cooling in the Australian outback together with a central fireplace for heating. A prominent rainwater tower in the centre of the roof is both a strong vertical element, creating ‘architecture’ and at the same time harvesting water which is a critical necessity in the arid environment. This element is also able to spray water onto the roof for cooling in extreme weather. This was all combined using modern materials in a vernacular idiom combined with a classical symmetry, producing a gracious neo-outback veranda house. With these examples quoted above, a strong sense of regionalism is implicit in the sustainability and the environmental generators that form the ‘natural’ brief. For a building to be modern, beautiful and environmentally sustainable, it follows that the structure should be in a regionalist ‘idiom’ using modern materials housing modern facilities, with the incorporation of some of the vernacular, as the meaning of the site and the climate is by definition a regionalist issue. It was not only in the antipodean regions that this critical discourse was occurring. From the beginning of the 1960s, a number of papers and publications supporting the architecture of the vernacular and its many manifestations, connecting this to environment, culture and landscape, spawned the radical publications such as ‘Shelter’ (1973) which explored the notions of building using traditional materials, textures and forms, and adding to this sustainable methods of drainage, rainwater capture, foundation formation and environmentally friendly methods of heating and cooling. This treatise however was aimed at people pursuing more of an alternative lifestyle, using the landscape and other culture’s building methods to house them in an ecologically sustainable fashion. More conventional publications such as the work of Fitch in 1960, and the works of Rudofsky (1965) and Rapaport (1969) explored the connections between climate, landscape and culture. They investiga ted the traditional means by which building were constructed to address all the social and climatic constraints that produce sustainable buildings that tread lightly on the landscape and do not need large amounts of extra resources such as heating, cooling, and electricity consumption. These publications were still way left of the conservative centre, and not embraced by the rapidly mechanized northern countries. Few architects in the formal sector were prepared to stick their necks out in this regard, leaving the alternative housing solutions to those that pursued alternative lifestyles. A marked example does, however, stand out- Paolo Solieri, a student of Frank Lloyd Wright conceived of his Arcosanti Project in 1970, where some 70 miles north of Phoenix, Arizona, a compact complex hoping to eventually house some 5000 people is designed in a way such that the outside arable land is maximized, the living areas are condensed providing ready access to open desert for all dwellers, an d a number of large greenhouses provide food for the inhabitants. These structures also act as solar collectors for winter heat. Solieri’s aim was to design an urban environment that would function in a manner providing the maximum social, economic and health benefits, as well as treading lightly on the landscape on which it sits minimizing the effects on the earth. His principle of ‘arcology which married the ideas of ecology and architecture is described below. In nature, as an organism evolves it increases in complexity and it also becomes a more compact or miniaturized system. Similarly a city should function as a living system. It must follow the same process of process of complexification and miniaturisation to become a more lively container for the social, cultural and spiritual evolution of humankind. The central concept around which these developments revolve is that of arcology- architecture and ecology as one integral process. Arcology is capable, at least theoretically, of demonstrating positive response to the many problems of urban civilization, population, pollution, energy and natural resource depletion, food scarcity and quality of life. Arcology is the methodology that recognizes the necessity of the radical reorganization of the sprawling urban landscape into dense, integrated, three- dimensional cities in order to support the complex activities that sustain human culture. The city is the necessary instrument for the evolut ion of humankind. Paolo Soleri (Arcosanti Workshops 2000 pamphlet) The Cosanti-Arcosanti pamphlet notes that Newsweek commented that ‘As urban architecture, Arcosanti is probably the most important urban experiment undertaken in our lifetime’ (Cosanti-Arcosanti pamphlet; 2000) However, despite this accolade by the popular, ‘thinking’ press, the project, nearly four decades later, struggles along still in the construction process, and is more of a site for those people that pursue the alternative than people living mainstream, corporate lifestyles. As a site it is a museum, a school, a point of pilgrimage. For very few people, it is a lifestyle. Bringing these combined issues of ecological, social and economic sustainability, to the forefront, making them trendy and implicit, has been the largest challenge to the production of sustainable architectures. The realisation that the construction industry and the operation of the buildings that it makes, as Hyatt quotes (himself and) Edwards (Hyett in Abley Heartfield;2001:30) ma kes it ‘responsible for 50% of ‘all energy resources consumed across the planet, making the construction industry ‘the least sustainable industry in the world’. This fact has taken a while to entrench itself in ‘first world’ industry. Issues of sustainability and appropriate technology are not new- as mentioned earlier they formed the basis of developmental jargon in the ‘Third’ World. Sustainability in architecture as a technical approach in the management of particular resources has been the subject of discussions in the last three decades, with the 1975 ‘Alternatives to Growth’ conference which expanded the definition realizing the limits of a static- state economy: this time sustainability fell within the realms of the economists and not the built environment practitioners. Then, the issue of the control of technology by the Northern Hemisphere was dealt with by Willy Brandt who, in 1980, led the Independent Commission on International Development Issues, producing a report headed ‘North- South- A Programme for Survival’. (Heartfield in Abley Heartfield; 2001:97) Here, the connections between sustainable development and appropriate technology were made, entrenching the i dea of appropriate technology in a developing country context. This was almost fatal, as Heartfield notes ‘What appropriate technology meant for the less developed world was the lowering of expectations; less capital input, less expenditure, less technology.’ (Ibid;97) Perhaps this perceived ‘lower’ level of existence is one of the reasons why the plea for incorporation of these ideas of sustainability in the northern hemisphere fell largely on deaf ears. ‘It could be said that sustainability is a fudge. It raises all the same presuppositions of the limits to growth thesis, that absolute resource limits are upon us, but avoids their implied conclusion, a moratorium on growth. What the concept of sustainability preserves of the ideology of limits is the sentiment of constraint and parsimony.’ (Ibid;97) Finally, the Bruntland Report [5] submitted in 1987 is seen by Heartfield as being credited with the ‘popularizing of the concept of sustai nable development.’ (Ibid:96). However, although this may have made the concept more digestible, it did little for popularizing its practice, for, as the Bruntland Report, quoted in Heartfield states- ‘Sustainable development requires that those who are more affluent adopt lifestyles within the planet’s ecological means’.(Ibid:97) Despite this so called acceptance, a much later technical work in a somewhat a pleading tone, by Crowther notes that ‘The ecologic responsibility is to ourselves and the global legacy of human habitation. Every choice made from concept, to design, to realization is a demand that results in ecologic and biologic consequence.’ (Crowther;1992:vii) However, the throwing of these twentieth century gauntlets such as that by Crowther has received results in latter years. Prototypical examples as that presented by Pearson in his Gaia House (Pearson;1989:40-41) may have influenced some of the challenges to be presented; the principles in his charter declare ‘Design for harmony with the planet, Design for peace for the spirit, and Design for the health of the body. The first instruction involves the use of ‘green materials’ that have as embedded qualities ‘low environmental and social costs’, which are ultimately bio-degradable and can be or are recycled. Together with this the importance of correct orientation, the use of all the elements for energy including wind, recycling grey water and collecting rain water all add to the minimized impact on the soil. Pearson also mentions the need to maximize the efficiency of the natural spaces by planting indigenous trees and flowers. (Pearson;1989:40) It was only recently, with the building explosion on the Pacific Rim, and the attacks on the World Trade Centre, that the northern hemisphere began to seriously address these issues of sustainable construction, particularly in the densely populated cities of Europe. In October 2001, the Royal Institute of British Architects (RIBA), hosted a conference that was to address the issues of creating environments that addressed issues of sustainability. This conference, ‘Sustainability at the cutting edge’, ‘was to provide an overview of the science and technology behind sources of renewable energy which would assume prominence in the next decade. This review was placed in the context of increasing concern about the impact of climate change and the fact that the built environment in countries like the UK is the worst culprit in terms of carbon dioxide emissions.’ (Smith,2003;xi) This quotation, from Smith’s technical work, emerged from this gathering. More of a handbook, it examines environmentally sensitive options for heating and cooling, and offering the option for drastically reducing emissions in urban buildings in an environment that (now) tacitly accepts the need for ecological architecture. A number of approaches which demonstrate the sensitive manipulation of all elements of the brief to create an ecologically sound, a culturally sensitive, a socially appropriate and an economically viable building have come to light, many of which employ much of Pearson’s First Principle as mentioned above.[6] The examples fulfill a variety of scales of development, and different intensities in terms of sustainability with regards to site. On the one hand, it is sadly disasters that prompt new innovative methods of shelter, in a modular though aesthetic form. Out of the Hurricane Katrina catastrophe came the Modular Transitional Growth Housing (MTGH)[7] a conceptual system that consists of a number of elegant forms which can be bunched together in a variety of forms and combinations to shelter, recycle, light and cool. Architect Philippe Barriere introduces a BioClimatic design element with high ceilings and naturally stimulated ventilation which assists in the above. However, this highly conceptual modular structure is on the knife edge of socially practical and Marxist zeal- seen as an approach that can solve a multitude of housing problems from disaster relief to inner city complexes to fishing retreats, the reality of its implementation is as conceptually choppy as Arcosanti- mass appeal is visual but not implicit. A more practical and tangible solution to a mass housing challenge is the Greenwich Millennium Village (GMV) by Ralph Erskine, (a veteran of inner city housing in his seminal Byker Wall Project at Newcastle-upon-Tyne) together with EPR Architects Limited.[8] The concept is the total regeneration of the Greenwich Peninsula, particularly the site of the former gasworks, where the Millennium Dome[9] stands. Its proximity to central London and the City mean that its viability as a dormitory suburb on bus and train routes is practical. The discourse as to how to reuse ‘brownfield’ sites is to some extent resolved here, with the ultimate provision of some 900 residences by the end of 2007 with expansions continuing till 2015. The most important feature of this project is that a newly formed community is occupying the apartments that cater for a variety of different ‘social classes’, with a series of amenities such as an ‘eco-park’ green space, as well as office and retail developments. Using a prefabricated system, the buildings are hardy, but incorporate a generous use of colour. From the perspective of the environmental sustainability point of view, the rainwater is collected, grey water is recycled, insulation is good, which minimizes overheating by artificial means in winter, and the use of recycled materials such as timber, street furniture, and concrete has been a priority (GMV Fact Sheet 5[10]). Maximum efficiency is critical to the brief and in this regard, the website offers the following information- The need for artificial lighting is minimized by the provision of large windows meaning less running costs. These windows are made from environmentally sustainable material, and are also well insulated and draught proofed. Thermally, the buildings are constructed to standards 10% higher than the national standards, which assist in the reduction of emissions. Also, the highly coloured paint is specially chosen for its non-toxic values, and is a non-polluting paint. Water saving devices are used in all sanitary fittings, and plumbed appliances. The rooms in the apartments have sliding sections that maximizes flexibility and enables multiple uses of living space[11]. Power is supplied by a combined heat and power system (CHP) where the generated heat (as opposed to the generated power) is put to use. Excess power is sold off to the national grid (GMV Fact Sheet 4[12]) The energy constraints that were used as a benchmark in the design process ranged from the amount of energy required for manufacture, to the contribution their manufacturer makes to greenhouse gas emissions. The success of this project thus far has meant that the developers were the first large developers in the United Kingdom to be awarded the ‘Excellent Eco-Homes’ rating which is an incentive submitted by the Building Research Establishment to promote the construction of eco-friendly domestic buildings. This is certainly a far cry from the establishment’s attitude a few years ago! The multi-award winning BedZED (Beddington Zero Energy Development) completed in 2002 through the Peabody Trust with Bill Dunster Architects also puts these principles into practice. The mixed-use and mixed-tenure development of BedZED is the UK’s first and largest ‘carbon-neutral eco-community’, also built on a ‘brownfields’ site[13] in Sutton, near London. The concept behind the project was to produce as much energy from renewable sources as it consumes, creating a net zero-fossil energy development, and therefore a ‘carbon-neutral development’; it thus provides no net addition of CO2 to the atmosphere[14]. Smith describes the development as ‘a prescription for a social revolution; a prototype for how we should live in the twenty-first century if we are to enjoy a sustainable future. (Smith;2003:153) The BedZED design concept is itself a model of flexibility, with a variety of different forms of accommodation as well as different types of tenure. Altogether there are 82 homes of different sizes, some for sale and others rental units aimed at social housing income levels. Amenity is also important, cementing social sustainability, with facilities such as a kindergarten, health centre, commercial use node, exhibition centre and an organic shop! Environmental sustainability is ensured through the construction of massive walls that store heat for release in cooler periods. Also, a 300mm rock-wool insulation (Smith; 2003:54) provides for extra insulation on both the walls and the roof. The windows are triple glazed. Orientation plays a large part in the energy efficiency of the buildings, with north facing elevations of office and commercial space optimizing the softer light and minimizing the need for air-conditioning, whilst the homes, which benefit from the warmer orientation, face south. Low energy lighting is used where needed to assist in the reduction of electrical output. As with GMV, the choice of materials was dependant on their low embodied energy, and were sourced from suppliers as close as possible to minimize transport energy costs. The use of timber from sustainable sources, recycled materials, grey water recycling, solar power, and roof gardens serve to embed the environmental responsibility. Power is also supplied by a CHP plant. A critical point about BedZED is the minimizations of vehicle use- residents are encouraged through education and the ‘Green Transport Plan’ to promote alternative means of transport such as walking and cycling.[15] Also, the provision of efficient public transport means that the reliance on motor cars can be reduced. A larger infrastructural solution is that of the Vastra Hamnen waterfront development at Malmo in Southern Sweden. This used to be a ‘brownfields’ site that was part of the old dockyard. A number of architects including Erskine are involved with the project. The city was participant in the forming of the brief, dictating colour, ecological rigour, provision of park space, and minimal building performance. A wind turbine provides a large source of energy. Again, the complex is socially mixed, minimizing the potential for creating class-based residential neighbourhoods and there are shops on the street level, with the intention that the owners live above them. As in the previous example, the streets are car free and a pool of electric vehicles which are powered by wind energy is available to transport residents to town. Sewage enters the main system in the city, but other waste is dispensed of internally, where residents dispose of food in one tube and then dry waste in an other. The tubes lead to common disposal sites where the dry waste is incinerated and the food is composted providing biogas which returns to the occupants through the gas main. Smith considers this project as one that has ‘achieved reconciliation between market forces and environmental priorities.’ (Smith;2003:144) The single-building environmentally-efficient challenge was taken up by Sir Norman Foster and his partner Ken Shuttleworth in the Swiss Re Headquarters building, St Mary Axe. It remodeled a conceptual idea developed by Sir Buckminster Fuller and Foster in 1971 called the ‘Climatroffice’ which ‘suggested a new rapport between nature and workspace; its garden setting created a microclimate within and energy conscious enclosure, while its walls and roof were dissolved in a continuous triangulated skin. (Walker in Heartfield Abley;2001:207) Swiss Re was completed in 2004. It is notably the first building of its kind in England to manipulate environmental conditions to minimize air-conditioning, wind loads etc. The forty floors are designed as a series of rectangular plates that spiral up the building, assisting in daylight entering the building and reducing the amount of artificial lighting (Powell;2003:219) Revival of and recirculation of stale air is facilitated by roof gardens, also known as ‘bioclimatic terraces’ which re-oxygenate the building. These roof gardens are also used as social gathering spaces, which aids in increasing the quality of the work place. Most of the ventilation is natural, and unlike many buildings of its kind, the windows can all open. The base of the building has been formed to minimize wind load on the building and to minimize the creation of wind corridors so often found at street level in cities. (Powell;2001:219) The new age commitment to the environment and the lessening of emissions is often approached with zeal- Artist Freidensreich Hundertwasser was approached by the Mayor of Vienna to remodel the Spittelau Energy Plant. At first he turned it down, opposed to the assumed ecological failings embodied in the project. However, after assurances that the remodeling of the plant would be including the provisions for drastically reducing emissions, he took on the project for free. Working together with Architect Peter Pelikan, the industrial faà §ade was remodeled into a whimsical parody, where ‘The power plant†¦.. shows how to foreground the open creative spirit in harmony with nature and the anonymous city’ (Asensio;2003:31). Although this is not necessarily as direct an example as some of the new constructions mentioned above, I suggest that it is valid, given that the pressure to reuse buildings is a large part of architectural discourse, and is itself a tactic of sustaina bility and environmental recycling, the ‘greening’ of them in terms of minimizing emissions, changing technologies, and in this case mitigating the massive industrial-ness of the power station, makes it more socially environmentally friendly for the residents of Vienna. In the introduction to New Architecture in Britain, Powell states: ‘the future of architecture, in Britain and elsewhere is linked to such vital issues- the fate of our cities, the housing crisis and the protection of the earth’s fragile environment- that discussion of style seems almost irrelevant.’ (Powell;2003:20) This statement, in a glossy publication of contemporary architecture is a far cry from the plea made by Crowther less than a decade ago[16]. Whilst I agree with Powell that the language of architecture is changing, as it always does, the discussion of style is not irrelevant- low budget beauty and elegance is provided by the (highly theoretical) MGTH project, a mix of economic and social strata is contained in the Greenwich Millennium Village, a bold development more agreeable with the Vitruvian ‘Commodity and Firmness’, the BedZED and Vastra Hamnen developments that limit motor vehicles and provide the use of electric cars. Ironically, i t is perhaps the Swiss Re building, as Powell suggested in his 2001 volume ‘(that) reinforces the point that office towers can be distinctive, even beautiful, objects that complement, rather than deface, the skyline.’ (Powell;2001:219) which has managed to push the issue of sustainability and its connection with the very possibility of aesthetic beauty in the Vitruvian model into the forefront of populist architecture. However, we must not forget, in the clamour of the new, those early visionaries that promoted the values of engaging with the environment and treading with sensitivity. The investigations into the connection between culture, landscape, environment and architecture that informed the basis of the approach to the buildings built today, were seminal works of their time, situated in an alternative environment that was far too left of the modernist mainstream to find favour. But we can also feel thankful that finally, the discourse of environmentally friendly architecture has emerged in the mainstream- let us hope that it is not too late. References: Abley, I Heartfield, J (2001) Sustaining architecture in the anti-machine age Chichester, Wiley-Academy Andrews, J (1982) Architecture : a Performing art Lutterworth Press Asensio, P(2003) Freidensreich Hundertwasser Barcelona, LOFT Publications Cosanti Foundation(2000) Arcosanti Workshops 2000 (pamphlet) Phoenix, Cosanti Cosanti Foundation(2000) Cosanti-Arcosanti (pamphlet) Phoenix, Cosanti Crowther, R(1992) Ecologic architecture Massachusetts, Butterworth-Heinemann Curl, J (1999)Oxford Dictionary of Architecture Oxford, Oxford University Press Fitch, J(1960) Primitive Architecture and climate from Scientific American, December p134-144 Harrop-Allin, C(1975)Norman Eaton, Architect- a study of the work of the South African Architect Norman Eaton 1902-1966 Johannesburg, C Struik Publishers Marschall S (2000) Opportunities for Relevance Kearney, BPretoria, University of South African Press Pearson, D(1990) The Natural House book London, Conran Octopus Powell, K(2003) New architecture in Britain London, Merrel Powell, K(2001) New London architecture London, Merrel Rapaport, A(1969) House form and culture Prentice Hall Rudofsky, B (1965) Architecture without architects: a short introduction to non-pedigreed architecture New York, Museum of Modern Art Shelter Publications(1973) Shelter United States, Shelter Publications Smith, P (2003) Sustainability at the cutting edge : emerging technologies for low energy buildings Oxford, Architectural Press Vale, B(1991) Green architecture design for a sustainable future London, Thames and Hudson Websites: http://www.greenwich-village.co.uk/index_main.htm (17.06.07) http://www.arcosanti.org/ (17.06.07) http://www.peabody.org.uk/pages/GetPage.aspx?id=179 http://www.inhabitat.com/2007/0 6/15/prefab-friday-modular-transitional-growth/#more-4683 (17.06.07) 1 Footnotes [1] Sustainability as an idea was a large component of ‘development speak’ in the context of poverty and limited resources. This embraced notions of community participation as well as optimizing resources. [2] The Oxford Dictionary of Architecture notes that ‘ecological architecture- Aims to respond to declining energy resources, eg using energy conservation, efficient insulation, rainwater, solar radiation, and wind power, and recycling as much as possible. The term was coined in the 1970’s’ (Curl;1999;220). Similarly, ‘green architecture- Buildings designed according to energy-saving criteria and the reduction of pollution.’ (Ibid;288). [3] From the third chapter of Vitruvius De Architectura comes the definition of beauty in architecture as firmitas, utilitas, venustas or Commodity, Firmness and Delight. The practicality of the building, as well as its robustness is as important as its beauty. [4] The necessity to incorporate en

Sam Walton :: essays research papers

Sam Walton a small-town merchant who had operated a variety of stores in Arkansas and Missouri, Walton was convinced that consumers would flock to a discount store with a wide array of merchandise and friendly service. When Sam Walton opened his first Wal-Mart Store in 1962, it marked the beginning of an American success story that no one could have predicted. Wal-Mart is a place where prices are low and value and customer service are high every day. Because Wal-Mart carefully controls expenses to maintain its low price structure, customers do not have to wait for a sale to realize savings. Sam Walton had no idea his business would take off like it has. Today, years after his death, the company is still growing steadily. He never thought that his little $25,000 investment in a retail store would be a huge success, but Walton had an idea that no one had ever thought of. This would be the thought that would not only change his life, but the lives of millions of customers as well. The creator of K-mart Said he fabricated up the idea that if he offered well-know brands and sold them around 15% cheaper than other retailers, then this would make them a powerful source in the retail business, and little did the creator of K-mart knew Walton was right. Regarded by many as the entrepreneur of the century, Walton had a reputation for caring about his customers, his employees and the community. Walton proved to be a visionary leader and was known for his ability to quickly learn from his competitors' successes and failures. In fact, the creator of Kmart once claimed that Walton "not only copied our concepts, he strengthened them. Sam just took the ball and ran with it". In the 70’s and 80’s K-mart wasn’t going into towns that had a population lower than 50,000 people, so Walton decided that he would put his stores in small towns that all the major retailers were ignoring. As Walton stated, â€Å"When people want to simplify the Wal-Mart story that’s usually how they sum up the secret of our success, â€Å"Oh, they went into small towns when nobody else would.†Ã¢â‚¬  Walton realized early on that he couldn’t build stores in just large cities like his competitors. So realizing this, he built his stores around his distribution centers and warehouses, in which each store was no more than a days drive away.

Doc Holliday :: essays research papers

Few gunmen in history have been as notorious as the late John"Doc" Holliday. Part of the reason Doc has enjoyed such a famedhistory is because of the overall descent man he was, that is when hewasn’t gambling, drinking, and gunslinging. When Doc died he mighthave had a handkerchief, a pocket knife, a deck of poker cards, a flaskhalf full of whiskey, and a small essay entitled "My Friend DocHolliday" by Wyatt Earp. The most important item Doc would have had on him when he diedwas a handkerchief. Doc most likely had a handkerchief because of thesevere case of tuberculosis he had, which led to his untimely demise. Doc contracted this disease while traveling the west, staying up long hours, drinking, smoking, and gambling most of the time he was awake. This handkerchief would have helped Doc wipe up any blood, and ordead lung tissue he might have coughed up on his last day of life. Doc was not only a very sick man, he was also a very cultured man. Being cultured might have provoked Doc to wear a handkerchief as a fashion accessory, because rumor has it that although Doc was a mans man, he still liked to look as good as possible no matter where he went. This handkerchief in his eyes may have shown people his intelligent, well educated side. This educated side is a side of Doc that few people know about today. Usually when someone hears the name Doc Holliday, they think about fighting, drinking, and gambling, all of these are true of Doc, but these people had barely scratched the surface. As a young man Doc attended Valdosta institute where he became knowledgeable of the Greek, Latin, and French languages. Amazingly Doc’s favorite subject was rhetoric, his teachers claimed that Doc had a way with words unsurpassed by anyone in his class. All of these factors may have contributed to Doc having a handkerchief with him on his final day of life. A second item which might have been found in Doc Hollidays pocket on the day he died is a small pocket knife. Doc might have had a pocket knife first of all because he was a dentist by trade. Being adentist may seem like it has nothing to do with having a pocket knife,but being a dentist by trade helped Doc develop amazing skills with cutlery. Doc was famous mostly for his gunrunnig, but could rarely be found without a pocket knife.

Advertising Strategies Essay

Advertising Strategies Advertising is used as a means to attract the buyer to follow a brand. There are many different advertising techniques that can be used depending on the demographics of the target market. As a 14-year-old, marketers have to understand what people my age like when it comes to advertising. For an advertisement to be effective for my age group, it needs to appeal to the audience. There are three main types of advertising used for people my own age, and they are celebrity power, lots of action, and the use of attractive women. Celebrity power is one effective form of advertising used for young teenagers. Because of the stage of life that I am currently at, I tend to look up to people who are famous. Most teenagers like to idolize musicians, sports players, and film stars. I am no different in this manner because I do associate myself with my favorite celebrities and try and follow them. If one of my idols is advertising a product, then I am more likely to pay that product some attention. I think that if my favorite celebrity is endorsing a product, then to be a true fan I should start buying that brand. This type of advertising is one of the oldest in the book, but it is also very effective for young people who are searching for an identity. Advertisements that have lots of action are also very popular with my age group. As a teenage boy, I enjoy watching television with great action scenes. This could either be a fight scene or a car chase. Marketers know that people my age like to see lots of action because it gets the adrenaline pumping. I am no different in that I enjoy watching advertisements that include a lot of action. There does not have to be much dialogue or any key message, just the inclusion of action appeals to young boys my age. Unlike the use of celebrities, using action sequences is a type of advertising that only works with males, particularly those around my own age. The third type of advertising that is effective for my age group is the use of sexy women. The saying that â€Å"sex sells† is a well-known one and it has been used ever since advertising first existed. The use of a pretty lady can set something going inside of teenage boys that make them take notice of the  advertisement. Scantily-clad women may be offensive to young females, but to guys like me it can make all the difference when it comes to advertising. I think that the use of attractive women will continue to be used by marketers because they know that it is an effective strategy and plenty of young men will approve of it. We are all bombarded by advertising every single day of our lives because marketers know the opportunities that it can bring. More than this, they also know that advertising can be extremely effective when trying to sell a product or service. For young boys of my age, this is no different. The advertising techniques used to attract people my age can be different from other target markets. The three main advertising strategies that are used to target someone like me are the celebrity factor, action sequences, and the inclusion of attractive young women.