Saturday, December 28, 2019

A Brief History of Parody Advertisements Essay - 895 Words

In society parody advertisement is commonly used to draw attention to common issues in society that are normally overlooked. The first type of parody advertisements were caricatures. In history caricatures were used to prove a point in politics. Today most parody advertisements express views on alcohol, drugs, and other common issues that people struggle with to â€Å"fit-in† with society. A few examples of parody advertisements are Absolute on Ice, Barcode Escape, and Feed Me Spoof. These parody advertisements deal with issues such as: drinking and driving, underage drinking, money controlling society, the thrifting movement, and anorexia nervosa. These are common issues that have been around for years but in recent years they have become a†¦show more content†¦This is a good advertisement to show how trapped people are behind material objects. People label each other behind what they can and can not afford. Certain people allow money to control their life never real izing that they are imprisoned by the very thing they thought they could not live without. This advertisement can be considered a visual for the saying â€Å"the best things in life are free.† If a person spends their life worrying about material things then they have spent their life imprisoned by the barcode. Barcode Escape can also be used to advertise how the lower and middle class society operates today. The people who can not afford name brand items are finding a way to get the same looks at cheaper prices. Therefore you can say that they are breaking free of the barcode. They are breaking free from spending a lump sum of money on one item and they saving by buying less expensive things. Thrift store shopping has become a big hit among the middle class and this advertisement can be a symbol of the thrifting movement. Parody advertisement Feed Me Spoof deals with the most common issues among girls today, the urge to be super model thin. The advertisement depicts model Kate Moss looking unhealthy with the words â€Å"Feed Me† next to her head. Moss’s face looks sunk in and her body seems to be very fragile. Nothing about this picture screams glamorous, which modelsShow MoreRelatedCoca Cola s Anti Obesity Advertisement1307 Words   |  6 Pagessomehow. However, even though so much evidence against any health benefits of Coca Cola have come out, the company really should not be marketing to the point where the advertisement is on the border of being propaganda versus persuasion. A YouTube video by the name of â€Å"’Honest’ Version of Coca Cola’s Anti-Obesity Advertisement!† parodies a famous Coca Cola ad entitled â€Å"We Can Beat Obesity.† While it may be morally wrong for Coca Cola to hide pieces of the truth from the public, the company’s job isRead MoreCoca Col An Evaluation On Running The Campaign3551 Words   |  15 PagesAmerica, the brand would face greater risks; but better rewards are present as well (Bodden, 2008). Therefore, if I were Jonathan Mildenhall, I would recommend to introduce ?Share a Coke? campaign in the USA. Chapter 1: Origins of Coca-Cola History In 1886, Coca-Cola was born in Atlanta, Georgia, America. It offers a carbonated beverage as its trademark product that holds a large part of every consumer?s life known as Coca-Cola. At present, there is 1.7 billion consumers drinking Coca-Cola?sRead MoreInfluences of Advertising to Consumer Attitude Towards Buying a Product4796 Words   |  20 PagesTHESIS STATEMENT Advertisements are lifeline of companies. It persuades customers to buy their product. Everyone can use advertisements but they must obey the law. There are many types of advertisement that can influence consumer’s attitude to buy a product. The researchers think that TV ad is the most influential type of advertisement because most people watch TV and unlike other advertisements TV ad has the ability to convey your message with sight, sound, and motion. they more accurate to influenceRead More Tracing the Rap/Hip-Hop Dichotomy in Popular and Underground Music3130 Words   |  13 Pagesnot violence, misogyny, and narcotic substances—if you believe that, then the media and commercial mainstream music buyers have you sadly confused (Mindless Music Sc 1). I will attempt to flush out this rap/hip-hop dichotomy by indulging a brief history of the musical form, examining criticisms and defenses of the branch of the form Ill define as rap, and investigating a few hip-hop gro ups that present thoughtful, positive worldviews rather than the sex/drugs/money/violence messages of theirRead MoreCoco Cola18335 Words   |  74 Pages10  Sponsorship * 10.1  Sports * 10.2  Television * 11  In video games * 12  See also * 13  References * 14  Further reading * 15  External links | ------------------------------------------------- Acquisitions[edit] The company has a long history of acquisitions. Coca-Cola acquired  Minute Maid  in 1960,[6]  the Indian cola brand  Thums Up  in 1993,[7]  and  Barq s  in 1995.[8]  In 2001, it acquired the  Odwalla  brand of fruit juices, smoothies and bars for $181  million.[9][10]  In 2007, it acquired  FuzeRead MoreChildrens Literature13219 Words   |  53 Pages1. Introduction 3 2. Early History 6 The Greek and Roman Eras: 50 B.C.-A.D. 500 6 The Middle Ages: 500-1500 6 The Renaissance: 1500-1650 7 The Rise of Puritanism and John Locke: Late 1600s 8 3. Beginning of Children’s Literature: Late 1700s 10 4. Fairy and Folk Tales 12 The Golden Age of Children’s Literature: Late 1800s 12 5. Victorian Childrens Literature 16 6. Contemporary Childrens Literature 18 6. Analysis of Harry Potters’ series 21 7. Conclusion 30 8. Summary 31 Children’s Literature DefinitionsRead MoreFeminine Mystique12173 Words   |  49 PagesSupplemental Reading for US History 2 From Rosie to Lucy Questions students must answer in a 500-word (minimum) essay: 1) Describe the post-WWII frustrations felt by women such as Betty Friedan. 2) During the era of â€Å"Rosie the Riveter†, what gains did women make in the workforce? How did these women feel about themselves and their contributions? What did society as a whole think? 3) What role did mass media play during the 1950s and 1960s in regard to supporting or undermining theRead MoreDesigning a Customer Driven Statergy23698 Words   |  95 PagesKing targets these Super Fans openly with ads that exalt monster burgers containing meat, cheese, and more meat and cheese that can turn â€Å"innies into outies.† It’s â€Å"Manthem† ad parodies the Helen Reddy song â€Å"I Am Woman.† In the ad, young Super Fans who are â€Å"too hungry to settle for chick food† rebel by burning their briefs, pushing a minivan off a bridge, chowing down on decadent Texas Double Whoppers, and proclaiming â€Å"Eat like a man, man!† Although such ads puzzled many a casual fast-food patron

Friday, December 20, 2019

Dna Editing System For A Type II Crispr System Mechanism

CRISPR/Cas9 DNA editing system is a prokaryotic immune system that becomes resistant to foreign genetics such as plasmids. CRISPR stands for Clustered Regularly-Interspaced Short Palindromic Repeats, which are prokaryotic DNA strands that have a short repetition base sequence. Cas9 is a nuclease enzyme that is used to cut into DNA strands that are associated with CRISPR type II. CRISPR/Cas9 system has several advantages when using this technology in the biological and biomedical sciences. It also has a few disadvantages that cause concerns when using this system in the medicine field. However, before all of this can be discussed, a depth of what CRISPR/Cas9 is and where it comes from and why is it important to the biology field. There are many highly diverse Cas (CRISPR associated) proteins but only one that is mainly used, which is Cas9.1 Which Cas9 derivative is found on the gRNA that contains plasmid, which are associated with CRISPRs type II in the bacterial immune system. Cas9 is an important asset to a type II CRISPR system mechanism that is required for gene silencing. Cas9 protein engages in the processing of crRNA and is also responsible for eliminating the target DNA in the type II CRISPR system.1 Cas9 function as an RNA guide for the DNA endonuclease enzyme that is involved with CRISPR adaptive immune system. CRISPRs is a DNA direct repeats found in many prokaryotic genomes, that have four CRISPR-associated protein families.12 Cas1 through Cas4 occur near aShow MoreRelatedThe And Viruses And Their Biological Function Essay1527 Words   |  7 PagesCRISPR loci are first identified in archaea and bacteria when they systematically drew attention from scientists with their biological function to fight phages and viruses (Hsu, Lander, Zhang, 2014). Structurally, a clustered set of Cas (CRISPR-associated) genes and a unique CRISPR array constitute the CRISPR loci. The CRISPR array was further comprised of short repetitive sequence interspaced by distinctive sequences (spacers) in correspondence with exogenous genetic bits (protospacer). The naturalRead MoreDevelopmental History : The Crispr Technology Originates From The Bacterial Research933 Words   |  4 PagesDEVELOPMENTAL HISTORY OF CRISPR-CAS9 The CRISPR technology originates from the bacterial research, and about one decade’s efforts have been devoted to study its underlying molecular mechanism. The developmental history of the CRISPR-Cas9 system has revealed that how basic biological research will drive the progress of biotechnologies and therapeutic methods. The story of this novel technique began in 1987 when Japanese researchers Nakata and his colleagues observed a series of 29nt DNA repeats interspacedRead MoreOrigin : Bacterial And Archaeal Adaptive Mechansim Essay1640 Words   |  7 PagesBackground Origin: Bacterial and Archaeal Adaptive Mechansim CRISPR loci are first identified in archaea and bacteria when they systematically drew attention from scientists with their biological function to fight phages and viruses (Hsu, Lander, Zhang, 2014). Structurally, a clustered set of Cas (CRISPR-associated) genes and a unique CRISPR array constitute the CRISPR loci. The CRISPR array was further comprised of short repetitive sequence interspaced by distinctive sequences (spacers) in correspondenceRead MoreOrigin And Development Of Crispr Cas9 System Essay1620 Words   |  7 PagesOrigin and Development of CRISPR-Cas9 System CRISPR loci are first identified in archaea and bacteria when they systematically drew attention from scientists with their biological function to fight phages and viruses (Hsu, Lander, Zhang, 2014). Structurally, a clustered set of Cas (CRISPR-associated) genes and a unique CRISPR array constitute the CRISPR loci. The CRISPR array was further comprised of short repetitive sequence interspaced by distinctive sequences (spacers) in correspondence with exogenousRead MoreThe Is The Most Common Organisms On Earth1565 Words   |  7 Pagesinfect bacteria by injecting single-stranded DNA into their host cell, thereby altering the genetic code of the prokaryote. Once transcribed and translated, the injected DNA changes the function of the cell, often killing the host cell in the process (3). Over eons, archaea and some bacteria have adapted to such attacks with CRISPR-Cas systems, also known as clustered regularly-interspaced short palindromic repeats. The bacteria incorporate invading vir al DNA into their genetic material in between redundantRead MoreThe Role Of Bacterial Defense Systems Against Viruses1029 Words   |  5 Pagesover time to become masters of survival . An example of this is bacteria, which have existed for nearly 3.5 billion years (1) and have evolved CRISPR/Cas as a mechanism of defense against exogenous sources such as bacteriophages . CRISPR (clustered randomly interspaced short palindromic repeats) was first discovered in 1993 by Francisco Mojica (2).The CRISPR locus contains spacers, motifs, and associated genes related to the locus to help with the destruction of target sequences. The application ofRead MoreEssay On CRISPR Casr787 Words   |  4 Pagessequences of repeated bases with unique spacer DNAs between them in iap gene in E. coli. Later additional research found that many bacteria (40%) and archaea (90%) contained similar regions. This region was named Clustered Regularly Interspaced Palindromic Repeats in 2002. The uses of CRISPR ca s9 can revolution the world of medicine. The development of this technique can be the key to cure many diseases. According to GeneScript â€Å"CRISPR/Cas9-mediated gene editing is a powerful technique that allows youRead MoreGenome Editing Essay790 Words   |  4 PagesIntroduction Genome editing is a huge leap forward in science and medicine. Because of recent advances in technology, the study of genes and induced ‘point’ mutations have led to the discovery and advancement of methods previously used in order to mutate genes. The development of Clusters of Regularly Interspaced Short Palindromic Repeats (CRISPRs) and CRISPR associated system 9 protein (Cas9) technology is a hugely significant leap forward as this is a tool that could potentially be used for theRead MoreCase Analysis : Crispr Cas Immunity941 Words   |  4 PagesIII. Overview of CRISPR-Cas immunity Recent advances in molecular techniques and bioinformatics analysis has allowed for the isolation and the sequencing of a large number of prokaryotic genomes which has led to the discovery of many unknown genes. First discovered in 1987, the CRISPR-Cas system is a prokaryotic adaptive immunity defense system that confers resistance against invading nucleic acids, either viral or plasmid. In other words, if an intracellular parasite (such as a phage or a plasmid)Read MoreOverview Of CRISPR-Cas9 Technology : How To Revolutionise Medicine1028 Words   |  5 PagesCRISPR-Cas9 will Revolutionise Medicine Clustered regularly interspaced short palindromic repeats (CRISPR)/CRISPR associated (Cas) protein 9 is a type II CRISPR system that is an adaptive immunity mechanism acquired by bacteria to protect it from viruses and phage. Utilization of this process could have the potential to revolutionise medicine due to its genome editing capabilities. CRISPR-Cas9 can act as an exceptional tool for functional genomics which can allow us to understand phenotypic and physiological

Thursday, December 12, 2019

Competitive Strategy Techniques for Analyzing

Question: Discuss about the Competitive Strategy Techniques for Analyzing. Answer: Introduction: A vision statement provides information related to the purpose and values of the organization. It provides information related to where the company want to be. In addition to this, the mission statement provides information related to the processes through which attains the vision of the company. It provides information related to the primary objectives of the company related to the customer needs and values. Mission statement communicate the information related to the present which helps in the achievement of the determined goal in the future. Along with this, vision statement provides the information what the company wants to achieve in the future. Changes can be made in the mission and vision statement but there is a need to consider their alignment to the foundation of the organization (Sabrautzki, 2010). The vision statement of Billabong states that it focuses on establishing new standards in the board sports in a continuous manner by making changes in the lifestyle brands and experiences of youth. In addition to this, the mission statement of the company states that the company has a aim of expanding its business operations in different geographical locations. Besides this, it also has a purpose to create value for its customers and deliver returns to the shareholders . Yes, the vision and mission statement of the company Billabong International is impactful, succinct and inspiring as these statement explicit the aim and objectives of the firm. It states that the company is carrying out different business operations and activities to meet the needs and demands of its stakeholders (Sabrautzki, 2010). The stakeholders of the firm are those entities and individuals who have an interest or stake in the activities, processes and operations carry out by the business. In case of the vision and mission statement of Billabong, there is an emphasis on different stakeholders such as customers, shareholders and employees of the organization. The fulfillment of the needs and demands of these stakeholders helps in increasing the profitability of the company. Besides this, it also facilitates the company to gain competitive advantage over its rivals (Sabrautzki, 2010). Porters five forces model for Barracuda Inc Threat of substitutes: There is an increased number of substitutes available in the market due to the existence of large number of companies in the country. This the reason, that there is an existence of high threat from substitutes in the industry. Buyers can easily switch to substitute products available in the market (Porter, 2008). Intense industrial rivalry: There is an existence of intense competition in the market as there is an existence of approximately 2500 home furnishing firms in the market. This has result in the occurrence of highly competitive business environment in the industry (Porter, 2008). Threat of new entrants: There is also an existence of threat from new entrants as it requires low capital to enter into the industry. Besides this, no firm has a large market share in the country. The net profit of the companies existed in the industry ranges between 4 %to 5% (Porter, 2008). Bargaining power of suppliers: The bargaining power of suppliers is medium as there is an existence of large number of suppliers of home furnishing products. This enables customers to bargain with suppliers for the product (Porter, 2008). Bargaining power of buyers: There is an existence of high bargaining power of buyers as there is a presence of large number of firms in the market for the home furnishing products (Porter, 2008). The company might be successful and gain competitive advantage over other players in the market if it brings innovative products at low prices with high quality in the market. This results in attracting more number of customers towards the product (Porter, 2008). The three major parts of the external environment include social environment, economic environment and technological environment. Social Environment: It is requisite for the company to track the changes taking place in the tastes and preferences of the customers in order to fulfill their unmet demands. In context to this, Barracuda is required to understand the changing demands of the customers as there is an existence of large number of rival firms in the industry. Fulfillment of the demands and needs of the customers in a proper manner results in increasing the satisfaction level of the customers (Webster, 2010). Economic Environment: There is an existence of low entry barriers due to which new firms can enter into a market and grab the opportunities available in the market. This helps in increasing the sustainability of the firm. In context to Barracuda, there is an existence of 2500 home furnishing firms and the profit of the companies ranges between 4 to 5%. There is a need to bring innovation in the products as there is an existence of price competition among the firms in the industry (Webster, 2010). Technological Environment: Rapid changes have been taking place in the technologies used by different firms. It is necessary for Barracuda to adopt new technologies and make investment in research and development to bring new features in the home furnishing products to gain a competitive edge over its competitors. On these three aspects, it is necessary for the companies to collect information as it has a significant impact on the business operations and has affects the financial position and performance of the company. This also helps in analyzing different opportunities and threats available in the market for the company (Webster, 2010). There are different value chain activities that provides competitive advantage to Heartsongs which include procurement, inbound logistics and technological development. The company procures heart valves from the suppliers at the time of the demand of the heart valves by the customers. In addition to this, the company provides payment to the suppliers after the use of the heart valves in the surgery. The company has also made investments in research and development to adopt the new technologies available in the market to attract more number of customers (Dheur, 2015). The company has arranged an outsourcing of the transportation of the heart valves from the warehouses at a short notice by EdFex. EdFex has a secured warehouse where the heart valves can be stored easily and made available to the company at short notice. In this way, it helped a company to gain competitive edge over other rivals in the market (Dheur, 2015). References Dheur, M. 2015. Sustainable value chain management: delivering sustainability through the core business. Springer. Porter, M.E. 2008. Competitive Strategy: Techniques for Analyzing Industries and Competitors. Simon and Schuster. Sabrautzki, S. 2010. Strategies, mission, vision, goals. GRIN Verlag. Webster, R.M. 2010. Management of risk: guidance for practitioners. The Stationery Office.

Wednesday, December 4, 2019

(PDP) Personal Development Planning

Question: Write an report PDP or personal development plan? Answer: Introduction This report is on PDP or personal development plan. A person who wants to purse event management in the future must have the following skills and knowledge to get ahead in the field. Use of social networking sites for branding purpose is discussed in this report. Computer literacy skills that are required for an individual is discussed in this report. Personal Development Planning PDP is a useful apparatus for experts and students who yearning to accomplish qualification in their individual or sought field (Beausaert, Segers and Gijselaers, 2011). PDP utilizes the idea of reflection with the goal that one can be on the same track. All the progressions that are obliged to be taken in their life to keep them on track and to enhance the feeble spot, self-awareness arrangement is obliged. It empowers one to see and evaluate their change and helps them to figure out what aptitudes are needed in not so distant future. It helps one towards building achievement and objective setting. Students who are keen on seeking after Event Management can fabricate a vocation in arranging occasions. Students of event management need to arrange occasions like celebrations, services, shows, convections, meetings and gatherings. The most essential angle in occasion administration is to comprehend the gathering of people. Event management alludes to the procedure of facilitating and a rranging an occasion. The requests for individuals who are included with occasion arranging have expanded with the progressing time. Using Social Media To Create A Proffesional Brand Online social sites like Facebook or the blogging site Twitter may offer appealing distractions to the users, but can prove to be effective for brands: Online social sites like Twitter are prodigiously fertile spaces to gather ad business or commerce. This shortly became a method for product promotion and marketing on social globe, whereas, the organizations started to use online websites or communities for driving traffic and developing contacts to their individual websites. Now a day, online social sites form the chief tool of social media promotion. The most frequently used websites that have become radically popular over these last couple years are Facebook and Twitter. Apart from these two, there are some other online sites such as My Space, LinkedIn, StumbleUpon and Digg. Facebook is a online social site which helps colleagues and friends to express views through posting Comments, Wall Posts, and Messages. Facebook has more than three fifty million individuals and has more than 2 million ticks for each year. Measurements express that clients spend a normal of 20 minutes for every day in Facebook. The propelled functionalities of Facebook permit the clients a more drawn out timeframe of realistic usability. A client can see your documents, which are over 5 years of age. With such heavenly elements, Facebook soon turned into one of the lethal apparatuses of SMO and SMM. Organizations, particularly little scale business houses began utilizing the medium of Facebook to advance their brands and administrations. Computer Literacy Skills As we progress into the digital age, computerized innovation just keeps on thriving and turns out to be logically more key in our lives. PCs are all over and more almost everybody who works or wishes to contribute completely inside American culture is being required to be PC proficient, even only for regular living. In the home individuals are utilizing, and expecting to know how to utilize PCs for such a wide assortment of assignments as shopping internet, making travel planes, research, texting, keeping money, and paying bills (Epperson, 2010). What was initial a novel help is currently turning into a totally crucial apparatus for a gigantic amount of every day employments in the home, as well as in a logically more broad exhibit of working environments. So why are our youngsters, our future America, being denied of their entitlement to get a training that that would just advantage American culture? Why isn't PC utilization expanding in the American classroom at a speedier rate? Sh ould PC utilization increment at a speedier rate? The response to the last question is a perfectly clear yes: all signs demonstrate that laborers will should be surely understood with PCs, and boundless examination shows that PCs enhance the learning technique. Before PCs are really utilized as a part of the classroom, educators must get tied up with the idea that innovation is helpful. With the end goal instructors should purchase that contention, they should first make them comprehend of PCs. Which numerous teachers do need all things considered. In a few corners, the need of PC use in the classroom is faulted for the instructor, paying little heed to the way that instructors are frequently not upheld fiscally, instructively, and professionally in the effective reconciliation of PCs into their classrooms. However, faulting the educator won't help the circumstance. Instructors are willing; however, they are not bolstered in their endeavors. Spending plans must mirror a bigger offer of cash for instructor preparing than they right now. Knowledge Of Specialist Subject And Future Career Options Numerous skills are fundamental for a person who wants to seek after a profession in Event management. This course requests that the individual who needs to be an occasion administrator be cordial, with great relational abilities, social aptitudes, facilitator, and so forth (Shone and Parry, 2010). It is extremely fundamental for a man to have the capacity to communicate with individuals of different societies and groups. Communication and social skills are two vital aptitudes needed in seeking after this bearer. Understudies who are occupied with seeking after occasion administration ought to in any event gangs these qualities. It has to be essential for individuals to have these abilities in an office or working environment. It is a field where one is required to speak with others (Cottrell, 2010). One who is occupied with seeking after event management must be bowing on to enhance their communication and soft skill. Clients need to work with individuals who have solid conveying abilities and function admirably with group. Occasion administration business is mostly client situated and along these lines individuals included or willing to be a piece of this business ought to gangs this quality. Time management is a procedure or a demonstration that includes arranging and controlling the time spent on any exercises. Time administration is performed to enhance productivity, efficiency and viability of a procedure or work. It is framework that is outlined with a mix of apparatuses, procedures, techniques and strategies. All the things that are to be performed are sorted in the request of their need. It gives the individuals a knowledge in the work that is to be finished. It computerizes the framework and kills dull undertaking and paper work generally (Bird, 2010). One misuses his or her time on those activities or exercises that we like. One feels happy to do these things yet numerous persons can't do it in light of the fact that they don't modify their assignments as indicated by time. Co-curricular or extracurricular activities make conceivable in the extension of different areas of identity and psyche, for example, sensible advancement, social improvement, passionate improvement, tasteful advancement and good advancement. Inventiveness, and Energetic, Positive intuitions are a portion of the features of identity advancement and the results of extracurricular exercises (Barbieri, 2010). Conclusion PDP is a critical viewpoint in following all the formative changes in the way of accomplishing the objectives. Arranging the strides is critical, as it will control the individual to tail them one by one. In the event that a man gets right inspiration right from the earliest starting point than it will be less demanding for him or her to go ahead and accomplish the sought objective. Occasion organizer needs numerous qualities to succeed. Different abilities that are required by an occasion organizer are talked about in this report (Shone and Parry, 2010). The most vital abilities in this field are correspondence, social and facilitating. One ought to instill some of these qualities as it can help them to develop in any specific field they need to or are intrigued References Barbieri, M. (2010).Extracurricular activities. New York: St. Martin's Press. Beausaert, S., Segers, M. and Gijselaers, W. (2011). The Personal Development Plan Practice Questionnaire: the development and validation of an instrument to assess the employee's perception of personal development plan practice.International Journal of Training and Development, 15(4), pp.249-270. Bird, P. (2010).Improve your time management. Blacklick, OH: McGraw-Hill. Brewster, M. (2010). Special Event Production: The Process, Special Event Production: The Resources.Tourism Management, 31(4), pp.558-559. Cottrell, S. (2010).Skills for success. Basingstoke: Palgrave Macmillan. Epperson, A. (2010). Computer literacy revisited.ACM Inroads, 1(2), p.30. Forsyth, P. (2010).Successful time management. London: Kogan Page. Manser, M. (2010).Time management secrets. London: Collins. Shone, A. and Parry, B. (2010).Successful event management. Andover, Hampshire: Cengage Learning. Special issue of Event venues: development and management. (2010).Int J Event and Festival Mngt, 1(1). Tucker, F., Duncan, A. and Davis, L. (2011). Investing in yourself: personal development planning in practice.Planet, (24), pp.10-13.