Article Review written by R. Eric Barnes Essay Example | Topics and Well Written Essays - 1250 words

Article Review written by R. Eric Barnes - Essay Example Barnes attempted to establish several arguments in justifying his claims, particularly by trying to inject conclusions with moral, legal and medical bases. He discussed the properties of THC and its various effects when used, and then claiming that the effectiveness of marijuana in terms of its medical effectiveness is not controversial by describing them as the positive its medicinal properties. He then argued that the controversial argument lies in its medicinal value. He deliberated that the medicinal value corresponds to a normative claim which is controversial due to its implications that the medical benefits will then be far greater than the medical cost such as the side effects as well as the implications that there are no treatments which can be used as alternative, and that will be preferable to use in its stead. He claimed that individuals have interests and rights to safe and effective medical treatments, justifying that rights are an important â€Å"prima facie† wh ich the government must respect as well as enforce, at the same, giving credit to aspects such as positive and negative rights, and then emphasizing his assumptions regarding the responsibilities and rights of the government in the regulation of the sales of this drug to ensure the safety of individual. Barnes tackled some options the federal government may undertake with regards to marijuana, some of which are the removal of marijuana from the list of controlled substances which would entail total freedom to purchase by any individual, another is removing the drug from schedule 1 of controlled substances and then moving it to the schedule 2 category. ... ch would entail total freedom to purchase by any individual, another is removing the drug from schedule 1 of controlled substances and then moving it to the schedule 2 category. He admitted that few options are available to state governments regarding this matter, as their authority, in reality, is supplanted by those of the federal government. He then tackled the issues for allowing the prescription of marijuana, claiming that the side effects of using this drug as a medicine is considerably less than other certain drugs that are currently being prescribed. He also claimed that a certain percentage of patients and doctors have an expressed desire towards its legalization for medicinal purposes. He claimed that marijuana is â€Å"effective, sufficiently safe and endorsed by a significant percentage of the relevant medical community†. According to Barnes, there is not enough reason to stop the government from allowing the legal prescription of marijuana, which then entails that it should allow doctors to do so, particularly to patients suffering from certain ailments. He then addressed several arguments that have been raised against the legalization of marijuana such as how the government should not allow harmful medications to be prescribed, discussing the grounds which have been used to justify this argument. He then addressed the second argument, which states that the government should not allow for the prescription of potentially harmful drugs that are not adequately tested, and tried to refute it be underlining the rapid growth of marijuana usage in the country over the past three decades and then emphasizing the need for legalizing further research and testing. The third argument Barnes tried to address is the practical problems associated the legalization of its

Global leadership and management Essay Example | Topics and Well Written Essays - 3000 words

Global leadership and management - Essay Example They understand that the leadership tools help them in solving complicated problems and thus give them way to be success. Those leaders who are best are certainly keen on learning more to sharpen their qualities and skill to be constructive and efficient .A leader can turn out to be disorganized and unfocused, if he does not evaluate and analyze himself at the right time and in the right manner. A stressed and unfocused leader can be a disaster and failure and can also de-motivate the team which he is leading. The performance standards of the leader can be enhanced only if he makes use of an appropriate leadership assessment tool. These tools provide assessment in various areas of management like sales, customer service, team building, and time management and so on. The overview of the proposed leadership assessment tool The proposed leadership assessment tool is focused on determining the ability of the person to work with tasks and people. In this assessment, a person needs to resp ond on 18 questions which evaluate their skill on task and people. This assessment studies the leader’s skill and ability in leading a project by giving attention to all areas of working. It also evaluates the person’s ability in achieving a task or objective in the appropriate manner Also, the person’ s ability to coach the team regarding new tasks and procedures are also analyzed in this proposed leadership assessment tool. His ability to carry out different complicated task at one time is also kept in consideration during the assessment. Managing the time is an important aspect of a successful leadership and this tool give much value to it. A leader can perform a task efficiently only if he is expert in analyzing problems and managing team work. He should also honor the limits and restrictions of his employees and plan things accordingly. However, if a leader can counsel his employees well, he has done half of his job. Once the person has responded to the que stions listed, his scores are recorded on a form which has the two columns with a specification of task and people. The total marks for both areas are totaled and jotted on a chart. The graph has task has the horizontal axis, and people as the vertical axis. According to the intersection of lines on graph, the leadership will be categorized as team leader, country club type, authoritarian or impoverished. In the following pages we can see the results of 10 respondents who have used this tool. Leadership assessment results of 10respondents Respondent One : The first respondent is not very keen in involving the team in decision making process, coaching them , reading literature to training, leadership and psychology as the score is two .Although, he is averagely good with accomplishing tasks ,keeping accounts of minute details of projects, correcting mistakes, time management and encouraging employees, since his score is three. He has proved too competent with analyzing problems, mult i- tasking, explaining the task to employees and honoring their limits as he scored four. The person has gives least importance in breaking large projects to smaller task and monitoring the schedule of the project, since he has scored one .However, the score is five in areas like building a great team, on counseling skills and carrying out and implementing innovative procedures. Finally, by

Molecular Functions of Secondary Targets

Molecular Functions of Secondary Targets Kasun Ratnayake Identifying the relationship between molecular functions of secondary targets and side effects of drugs Abstract Small molecule drugs can involve in unidentified secondary targets other than its primary target in vivo1. The specific binding interactions should be studied in order to identify the potential effects on certain drugs which are administered1. The identification of secondary targets of a drug could help to solve the possible mechanism of actions which are ambiguous. The characterization and identifying the molecular functions of the off targets can be done using various techniques. Olaparib and veliparib are used as anti-cancer drugs to treat ovarian and breast cancers. Both of these drugs are PARP (poly (ADP-ribose) polymerase) inhibitors. In the study Veliparib is used as the model drug to investigate its secondary targets. Veliparib is in phase 2 clinical studies and found to have less side effects compared to Olaparib which is also a PARP inhibitor. Veliparib has side effects such as nausea, vomiting, dehydration, fatigue, white blood cell count decreased, hypotension, haemoglobin decreased, pyrexia, neutropenia, pneumonia, anaemia etc. Olaparib has side effects such as somnolence, fatigue, nausea, thrombocytopenia, loss of appetite etc. according to previous clinical studies. The side effects could be related to the number of secondary targets of a certain drug. If number of secondary targets of a drug is less, then it is more efficient than a drug having higher number of secondary targets for the same enzyme to be inhibited. Therefore this study could lead to find out more efficient drugs for the same disease. In the proposal, trans-cyclooctene (TCO) tagging is used with drugs to efficiently pull down the proteins. Tetrazine beads could be used to have bioorthogonal complementary reaction. A drug Veliparib which is an inhibitor of PARP (poly ADP ribose polymerase) is used as a model system to investigate protein targets. Previous studies on drug olaparib could be used to compare with the results of this drug, velaparib and identify the most effective drug to inhibit PARP with minimum number of secondary protein targets. The properties of these protein targets are identified and it is then compared to identify whether there is a relationship between the side effects of drugs and their molecular functions of the proteins. This characterization could lead to understand the mechanism of action of these drugs on different protein targets and can be used to develop more effective drugs. Also the development of new drugs with fewer side effects can improve the quality of the drugs. Specific aim Ovarian and breast cancers are some of widely distributed cancer types among people. These cancers are occurred due to the mutations of BRCA1 and BRCA2 human genes.5 The identification of the off target proteins can be done using two cell lines which has been used in previous studies. Ewing’s sarcoma and A2780 ovarian cancer cell lines are used because of its relation to PARP.1 The long term goal of this study will be the identification of the new potential drugs having fewer side effects for various diseases. The long term goal could be achieved by identifying the molecular functions of the secondary targets and further analysis. The short term goal would be the identification of potential anti-cancer drugs with less number of side effects. The hypothesis for the study would be that comparing the side effects with the molecular functions of the protein targets could lead to understand the mechanism of action of the drug. Further studies could be done to analyze these protein targets for different drugs. Rationale of the study can be concluded such that higher number of possible secondary targets for a certain drug could lead to more side effects. For example, if Olaparib has less number of secondary targets than that of Veliparib, then by characterizing these protein targets according to their molecular functions could tell us that there are fewer side eff ects for Olaparib with compared to Veliparib. Specific aim 1: To determine the number of secondary targets of Veliparib, characterize and compare them with that of Olaparib; interpret and relate the data to identify the side effects. The protein targets of Veliparib and Olaparib are determined using bioorthogonal approach combined with SDS-PAGE and Mass spectrometric analysis. The protein targets are then categorized according to their molecular functions and compared with side effects of the drugs. B. Significance section B1. Cancer Cancer is a disease caused due to the unwanted cell growth6. This abnormal cell multiplication can cause to grow tumors and can be spread throughout the body (figure 1). The tumors can be benign or malignant due to uncontrolled spreading of these masses or lumps. Mechanism of cancers is not yet positively identified. Various drugs have been developed to treat different types of cancers.6 B2. PARP PARP (Poly (ADP-ribose) polymerase) is an enzyme involves in DNA repair mechanism in living systems.1, 4 There are several mechanisms which are involved when DNA is damaged or mutated. The cell will be survived if the repair mechanism is successful and if it’s not the cell would die. The cancer type cells are formed after the cell death. PARP is playing a major role in the DNA repair mechanism. When a DNA is damaged PARP is activated on the damaged site of the DNA and involves with other proteins to furbish the DNA (figure2). It is important to study the mechanism of PARP because it involves in formation of cancer cells. The inhibition of PARP could lead to alter the DNA repair mechanism and hence it could prevent the formation of cancer cells. B3. Veliparib and Olaparib Veliparib (figure 3) is a small molecule drug which is developed to treat breast and ovarian cancer. It is a PARP inhibitor. Veliparib has successfully undergone phase 1 clinical trials and currently involving in phase 2 clinical trials2. Various number of side effects are reported for Veliparib according to the studies3. Olaparib (figure 4) is a pharmaceutical drug developed to treat ovarian and breast cancer. It is said to be inhibit PARP and involved in slowing down the growth of cancer cells. Olaparib is reported to have started its phase 3 clinical trials. Recent findings show that it has fewer side effects than the other similar drugs which are used as anti-cancer drugs involved as PARP inhibitors. B4. This proposal Previous studies have been done with â€Å"Olaparib†.1,4 The Weissleder group has identified possible secondary protein targets of Olaparib and has characterized them. They have done a DNA relaxation assay to identify the drug binding affinity of drug with TOP2A, an identified secondary target protein which is involved in DNA unwinding activity in transcription. The DNA unwinding activity is not affected by the drug Olaparib. Yet, it is important to do molecular function studies for other identified secondary targets to determine whether there is any correlation with side effect of the drug and molecular functions of the secondary targets. In this proposal Veliparib is used as the model drug and the number of secondary targets of Veliparib could be found according to bioorthogonal approach which is used in previous studies. The potential secondary target proteins then identified using different techniques such as SDS-PAGE, Liquid chromatograpy and Mass spectroscopy. The experiments are done with the characterized protein targets and possible molecular functions are identified which could be related to side effects of the certain drug. Characterization of off target protein would be done for both Velaparib and Olaparib. The molecular functions and its relativeness with side effects of both drugs may be compared. It can be hypothesized that, the drug having less number of secondary targets is more efficient with fewer side effects than a drug having higher number of secondary targets which could lead to have more side effects. C. Innovation The comparison of number of secondary targets of drug can lead to investigate the side effects of that drug. The more efficient drug would be the one with less number of secondary targets. The clinical data bases could be used to get reliable patient records for analyzing the side effects. To achieve the goal prior work should be done to identify off targets of Veliparib and Olaparib using bioorthogonal approach. Further studies could be done in vitro and in vivo to analyzed the effects of these drugs. D. Research Plan D1. Specific aim 1: To determine the number of secondary targets of Veliparib and compare them with that of Olparib; interpret and relate the data to identify the side effects. D1.a. Rationale Olparib has been used in phase 3 clinical studies to treat prostate and breast cancer and more side effects have identified. It has higher number of possible secondary targets according to previous work (table 1)1. Veliparib has also been used in phase 2 clinical trials but lesser number of side effects has been reported. If Veliparib has less number of side effects then it should have less number of secondary targets than Olaparib. Methods 1. Synthesis of drug conjugates and cleavable linker The drug conjugates will be synthesized for both Olaparib and Velaparib. These drugs would contain bioorthogonal functionalities that can be used to effectively pull down the primary and secondary targets of a cell lysate. MHH-ES1 Ewing’s sarcoma and A2780 cell lines will be used here based on the previous studies. The cleavable linker could be synthesized using tetrazine functionality for bioorthogonal pulldown of TCO-drug from cell lysates. 2. Bioorthogonal pulldown of protein targets and characterization Bioorthogonal approach will be done to selectively pulldown the protein targets of TCO-modified Veliparib and Olaparib. Streptavidin magnetic beads decorated with synthesized cleavable linker is used for target pulldown. SDS-PAGE analysis will be done to identify the primary and secondary targets of Veliparib and olaparib. LC-MS/MS analysis is done to characterize the identified protein targets from cell lysates. The expected results are as follows according to previous studies.1 3. Comparison of the side effects of with the molecular functions : Olaparib vs Velaparib For both cell lines (OV and ES: refer table 1), AP2 complex and 60S ribosomal protein (RL4) will be expected to pulled down as secondary targets for both Veliparib and Olaparib. Further studies will be done to identify the effects of drugs on these proteins as a preliminary study. Relaxtion assays, immunoprecipitation assays, etc. can be done for those proteins. Then the relationship between their molecular function and side effects of the drugs could be co-related. Alternative hypothesis The side effects of a certain pharmaceutical drug can be caused due to many factors. It might not mainly due to the secondary protein targets of that drug. It might be due to alteration in physiological conditions of the biological system. The drug binding interaction with certain metal elements could be a possible factor in some diseases. The alterations in RNA and DNA binding interaction could also be lead to side effects of a drug. Therefore, understanding such changes in biological system could lead to new strategies for drug designing processes. Future directions There are various kinds of drugs which used as PARP inhibitors. A complete set of data would be needed to identify and characterize the secondary targets of those drugs. The most effective drug for cancer treatment could be identified based on that data. The methods which have been applied to identify these protein targets could be developed for other pharmaceutical drugs as well. It will define a new approach to compare the side effect of a specific drug with molecular functions of its secondary target proteins. References Yang et al, Angew. Chem. Int. Ed., 2013, 52, 10593-10597 A Phase 1 Study of Chronically-Dosed, Single-Agent ABT-888 in Patients With Either BRCA 1/2 -Mutated Cancer; Platinum-Refractory Ovarian, Fallopian Tube, or Primary Peritoneal Cancer; or Basal-Like Breast Cancer  (http://clinicaltrials.gov/show/NCT00892736) http://www.cancer.gov/clinicaltrials/search/view?cdrid=579626version=healthprofessional Curr Probl Cancer. , 2011, 35(1): 7–50. Ford, Deborah, et al., The American Journal of Human Genetics, 1998, 62, 676-689. Miller et al, Reporting results of cancer treatment, Cancer, 1981, 47(1), 207-214. http://www.medicalook.com/Cancer/ http://healthinfoispower.wordpress.com/2010/11/17/

Motherhood, Otello And The Theatre Experience :: essays research papers fc

The theatre experience can be explained as a measurement of satisfaction that a person attains after attending a theatrical performance. A positive theatre experience should be a truly cathartic event that evokes excitement and delight in the audience. A negative theatre experience, on the other hand, will have little to no impact on the audience and will most likely cause its members to be bored. Two theatrical presentations that provide contradicting theatre experiences are Otello and Motherhood, Madness and the State of the Universe. Otello, which is conducted by Richard Bradshaw, directed by Robin Phillips, written by Giuseppe Verdi (after William Shakespeare's play Othello) and was performed by The Canadian Opera Company on November 3, 2000 at the Hummingbird Centre in Toronto, Ontario, is a century old opera that tells the story of how the Moor of Venice, who has risen from slavery to a position of great power as a general of the Venetian army, falls victim to jealousy. Mother hood, Madness and the State of the Universe, which is written and performed by Kim Renders and was performed on October 13, 2000 in Lower Massey Hall at the University of Guelph, is a contemporary one-woman show which tells a satirical tale of marriage and parenthood via stories about Renders own children intertwined with historic accounts of her mother’s childhood. Three elements that influence how enjoyable a performance will be to an audience member are scenery, costumes and use of music. When compared on these bases, it is conclusive that Motherhood, Madness and the State of the Universe provides a theatre experience which is superior that of Otello. Scenery, by definition, is â€Å"the physical constructions that provide the specific acting environment for a play and that often indicate, by representation, the locale where a scene is set; the physical setting for a scene.† (Cohen, Theatre G-11). Modern scenery is either realistic as in Otello, or metamorphic as in Motherhood. Realistic scenery attempts to illustrate the details of a specific time and place in the real world, while metamorphic scenery favors visual images that insinuate the production’s intended mood and theme. The scenery in Otello depicts the inside of an elaborate castle with winding staircases (see figure 1, appendix A for the simplistic illustration). Desdemona’s bed, the tables, the goblets, etc. are all set pieces used on stage after having been extracted from rooms that would actually exist in a house.

Othello Essay

Shakespeare’s ‘Othello’ is the study of how a seemingly successful Venetian general, is skilfully manipulated by the cunning Iago, who by exploiting Othello’s insecurities transforms his identity into a jealous murderer. At the beginning of the play, Othello’s identity is that of an assiduous black general who fought exceptionally hard to gain respect in a white dominated society. In marrying Desdemona, Othello adds to his identity by being a lover and husband and his identity is portrayed to be interconnected to his love for Desdemona. Iago is jealous of Othello’s high standing and greatly respected identity and therefore undermines Othello’s confidence in his wives faithfulness and turns his identity into an irrational jealously. Shakespeare utilises a number of key techniques in ‘Othello,’ to indicate the extent of Othello’s identity changes. These changes are effectively conveyed to the audience through the contrast of Othello’s outward appearance with his affable interior. They are further exemplified through the themes of love and jealously and via alterations in Othello’s language, as Othello’s confidence in Desdemona is slowly undermined. In the first Act of the play, Othello’s identity is shaped by a variety of negative images which promote the stereotype of the black African slave in a white dominated society. Although these images are not a true reflection of Othello’s identity, Shakespeare has very effectively done this in order to accentuate how Othello’s identity slowly changes throughout the play to reflect the initial images presented to the audience. In Act One, Othello is not once referred to by his actual name. Rather, he is referred to as â€Å"he,† â€Å"him,† and the derogatory terms â€Å"thick-lips† and a â€Å"Barbary horse. † Shakespeare makes use of this technique to establish Othello’s displeasing physical identity. Brabantio also describes Othello as a â€Å"sooty bosom,† whom his daughter Desdemona would never have agreed to marry without the use of witch craft and magic charms, â€Å"If she in chains of magic were not bound, whether a maid so tender, fair and happy, so opposite to marriage that she shunn’d. Contrastingly, Othello’s elevated status in Venetian society, reflected in his high naval position, demonstrates an identity that is greatly respected, so much so that not even the accusations of Brabantio affect his status. This is clearly demonstrated when the duke says, â€Å"Your son in law is far more fair than black,† thus signifying that Othello’s black skin hides an amiable interior. However, as Ot hello’s confidence in Desdemona is undermined, Othello is driven to the verge of insanity and his identity begins to reflect the negative images initially presented in the first act. This is achieved through the use of imagery, in which Othello is likened to the devil, â€Å"And what delight shall she have to look on the devil. † By the end of the play, Othello’s ‘blackness’ starts to show and his identity changes from a â€Å"War like moor,† to a man characterised by wrath and irrationality. In ‘Othello,’ love acts as a binding force between Othello and his wife Desdemona, and the initial impression portrayed by Shakespeare to the audience is of Othello as a romantic who has complete faith in his wife. Othello’s identity is shaped by his infatuation of Desdemona, â€Å"My soul hath her content so absolute that not another comfort like to this succeeds in unknown fate. † The link between Othello’s identity and his love for Desdemona is further accentuated in, â€Å"But I do love thee; and when I love thee not, Chaos is come again. † However as Iago’s manipulative plan takes shape, Othello grows insecure about his relationship and he begins to question why he married, â€Å"Why did I marry? Othello changes from a confident, in control, self-assured man into a doubtful man weakened by his love for Desdemona. His wives supposed infidelity leaves Othello a tormented broken man who is unable to go on living. Jealously is the most corrupting and destructive of emotions, which when instilled in Othello, drives him to insanity and causes substantial changes to his identity throughout the play. Initially, Othello claims not to be a jealous man, â€Å"Do you think I’d make a life of jealousy, to follow still the changes of the moon with fresh suspicions? He possesses a â€Å"free and open nature,† and this exceptional vulnerability allows Iago to manipulate Othello’s trusting character and twist his love for Desdemona, into a powerful and destructive jealousy, â€Å"O beware, my lord, of jealously: It is the green eyed monster which doth mock the meat it feeds on. † As soon as Iago launches his deceptive plan and jealously is roused within Othello, it becomes so self-intensifying that he is taken over by an uncontrollable irrationality and his ability to make coherent decisions is over-ridded. Othello’s identity is transformed from a self-assured man into an envious persona and this is cemented in, â€Å"Trifles light as air, are to the jealous confirmations, strong as proofs of holy writ. There is a significant change in identity, â€Å"The Moor already changes with my poison,† from a smart, sensible person, to one characterised by jealously. A distinct transformation in Othello’s language is used to demonstrate how Othello’s identity changes substantially throughout the course of the play. The identity of Othello is closely aligned to his marriage with Desdemona and he feels that his status in society has been elevated because he is a black man married to a high class Venetian women. As Othello’s marriage is demoralised, Othello’s identity undergoes change and these changes are strongly emphasized through Othello’s choice of language. Initially, Othello is an idealist and romantic who generally speaks in verse throughout the play, â€Å"It gives me wonder great as my content to see you here before me. † His language is quixotic and heightened conveying an affectionate persona; one profoundly linked with his flourishing marriage. However, once Othello is made aware of Desdemona’s ‘infidelity,’ their relationship is put under immense strain and Othello grows increasingly stressed, confused and angry. This is reflected in a change in language, which moves from polite and eloquent at the beginning of the play, to aggressive and exceedingly visual, â€Å"I’ll tear her to pieces. † This alteration in language portrays a character change, from a gentleman, to a violent and belligerent person. By the end of the play Othello’s identity transformation is so substantial, he is unrecognisable, â€Å"My lord is not my lord. Othello is no longer the man he used to be. Shakespeare successfully conveys changes to Othello’s identity throughout the course of the play through the contrast of his outwards appearance with his amiable inner identity. His identity changes are further enhanced by the accentuation of the bond between himself and his wife and the devastating effects the weakening of this bond has on him. The destructive force of jealously and Othello’s naive view on marriage are additionally used to show how Othello moves from a confident, strong and highly regarded naval officer to someone completely broken by his love of another.

Body Shop Proposal

Proposal Outline (4%) Proposition Statement:____________________________________________ This proposal aims to produce a 4-as campaign in Seventeen to promote The Body Shop Bath & body products to audiences aged 15 – 19. P1: Proposition (2 paras) I. The Body Shop is currently lacking in advertisement directed towards teenagers even though sales would be greatly boosted if they can manage to appeal to them. A. This is because they choose to focus on targeting working adults which is leaned towards a mature image and does not appeals to teens. B.They will lose the potential to increase their sales volume if this continues. II. There are three main possible themes that we would like to propose. A. Firstly, â€Å"Fire† will be emphasising on the strong yet feminine aspects of the product. B. Secondly, â€Å"Earth† will bring attention on the environmentally-friendly nature of the products C. And lastly, the â€Å"Air† theme showcases the comfort level of the p roducts. D. This is a proposal for an advertisement spread in Seventeen selling The Body Shop Bath & Body products. ?There is a choice of three themes for the campaign, â€Å"Fire†, â€Å"Earth†, and â€Å"Water†.The recommended products for the 4-ad campaign are to be bath & shower gel, body lotion, body butter, and body scrub. P2: Potential (3 paras) I. The Body Shop is currently lacking of advertisement directed to teenagers. A. For a cosmetics retail company, The Body Shop noticeably lacks of photographs of models with beautiful hair and perfect skin, which would attract attention of teenagers. B. Currently, The Body Shop is targeting working adults and the advertisement that they made is leaned more towards a mature image. This image does not appeal to teenagers. II.The Body Shop does not appeal to teenagers and in doing so, it loses a huge number of potential customers. A. Teenagers are not attracted to The Body Shop because of a lack of celebrity represen tation. B. With the lack of advertisement, targeted audience will not be encourage to trial purchase, brand switch and develop brand loyalty towards The Body Shop. III. Sales would be greatly boosted if The Body Shop were able to appeal to teenagers. A. The Body Shop will be able to maximise it’s profits because Singaporeans teenagers aged 15-19 are very willing to spend money on body products.B. Products such as body products could easily allow the consumer to develop brand loyalty towards the brand because they would have develop a habit for using our brand’s product. This results in repeated purchases and promotes sales in long term. P3: Possibilities (3 paras) I. The first theme, â€Å"Fire† theme will emphasize the strong yet feminine aspects of the product. A. â€Å"Fire† will pitch the products in a sexy yet elegant way, appealing to girls who want to be seen as confident and independent women. B.For example, in the Body butter advertisement, we ca n feature a model clad in only lingerie and high heels and applying body butter on her body. This would suggest that one would feel confident with their body after using our products. The main colour of this advertisement will be red, black and white to give off a Parisian feel, which represents elegance, yet at the same time emphasizes on the fiery and bold aspects of the theme. II. The second theme, â€Å"Earth† will focus attention on the environmentally friendly nature of the products.A. Products would come across as environmental and relaxing under the â€Å"Earth† theme and would appeal to both males and females because it makes them feel comfortable. B. The advertisement for bath & shower gel portray a model unwinding in a bathtub full of soapy water, implying that she had just used the product and suggest that one would feel relaxed after using the product. The background of this advertisement could be a natural setting filled with trees and plants to emphasize on the nature aspects of the theme. III.The third theme, the â€Å"Air† theme, will showcase the comfort level of the products. A. Under the â€Å"Air† theme, products would be pitch as simple yet lasting comfort, appealing to both genders because of the theme’s purity and freshness. B. One example of a body lotion advertisement under the â€Å"Air† theme is to do a compare and contrast of a model who applied the body lotion in the morning and the same model looking energetic and fresh at night to represent the lasting effects and the comfort level can be seen through the model’s cheerful appearance.The advertisement would be in pastel colours to emphasize on the theme’s purity. P4: Proposal (3 paras) I. We have decided to go with the â€Å"Earth† theme because it highlights the key feature of our product and will be effective in attracting our target audience’s interest. A. The Body Shop unique selling point is being environm entally friendly and it is also what the audience associate The Body Shop with. By going along with this theme, audience are able to identify The Body Shop because our concept will be consistent.B. B. Our target audience have a very hectic lifestyle and by portraying a product, which comes across as relaxing to them is a very feasible idea because it is what the target audience need and that is also what they are looking for. This will thus increase sales of the products. II. We have rejected the â€Å"Fire† theme because it doesn’t specifically appeals to our target audiences. A. The â€Å"Fire† theme might seem over-mature to our target audiences and they would not want to be associated with such image. B.The â€Å"Fire† theme might also be inappropriate and clashes with The Body Shop image because The Body Shop has always emphasize that beauty can be achieve even without baring a lot of skin. II. We have also rejected the â€Å"Air† theme becaus e it’s concept is very common in Body products. A. The concept of comfort in a body product is not unique and thus, would not be effective in attracting the targeted audience as it doesn’t stand out. B. Audiences are easily able to find cheaper alternatives with the same benefits. *Total number of paras: 11 (do not create any more paragraphs†¦ it’s 11, no more, no fewer)