Brand Personalities Essay Example | Topics and Well Written Essays - 3000 words

Brand Personalities - Essay Example Brand Personality: A Comparison with Human Personality: Hans Ouwersloot and Ana Maria Tudorica in their article â€Å"Brand Personality Creation through Advertising (2001)† says that brand personality replicates how people experience a brand, rather than what they believe the brand is or what it does. He says that the emblematic use of brands is possible for the reason that the consumers frequently give human personalities to brands. Clients perceive the brand on aspects that naturally capture personality of a person, and widen that to the field of brands. The aspects of brand personality are defined by widening the aspects of human personality to the field of brands. One means to measure and conceptualize the human personality is by way of approach of trait, which explains that the personality is a group of traits. â€Å"A trait is defined as component of a person's behavior that is assumed to serve as an explanation of his or her enduring personal characteristics† (Trait 2012). Human personality individuality or characters are determined by multi-aspect factors such as behavior of individual’s, appearance, beliefs, attitude and the demographic characteristic. On the basis of these dimensions of human personality the five dimensions related to brands are identified and they are Excitement, Sincerity, Competence, Ruggedness and Sophistication. J. Aker, in the article â€Å"Dimensions of brand personality. Journal of Marketing Research, 1997† mentioned that the brand personality dimensions match with three of the five human personality aspects i.e. Excitement, Sincerity and Competence. The brand personality aspects such as Ruggedness and Sophistication vary from the aspects of human personality. According to Jennifer Aker, these brand personality dimension should have function in several ways or influence the preference of consumers for several reasons. The Brand Personality Creation: The traits of brand personality are shaped and influenced by a consumer’s direct or indirect contac t with a brand. A brand, can’t feel, think, or act like an individual,. A brand is merely a set of perceptions in the consumer’s mind. Consumers admit the actions of marketing to brands that are humanized. Personality characteristics are related with a brand by the individuals connected to that particular brand. The other way to influence and form the brand personality is imagery of user. Imagery user is defined as the group of human traits associated with the stereotype or typical user of the brand. The personality characteristics of the individual that are associated with a brand are shifted to the brand directly. Rajagopal in his publication named Brand Excellence: measuring the impact of advertising and brand personality on buying decisions, Measuring Business Excellence, 2006 explains that the effect that advertising have on the growth of the symbolic dimensions of the brands and this in turn affect the brand personality in a positive manner. Eventually, the spoke sperson’s personalities are shifted to the brand. The relation between brand and person may have a more personal nature. One of the main advantages of brand personalities are that on the basis of their unique personalities, consumers will be able to distinguish between brands. Another benefit is that the

US Role in the Middle East Research Paper Example | Topics and Well Written Essays - 2500 words

US Role in the Middle East - Research Paper Example Over a certain period of time, the US influence has increased in the Middle East in order to ensure that stability is maintained in the region. To achieve the objectives of strengthening democracy, achieving stability as well as economic development, the United States has remained one of the most instrumental players in the region. However, it is critical to note that the overall role of the US is not just maintaining stability but also to gain more and more control of oil and other energy resources available in the region. Therefore, the economic interest is perceived as one of the key reasons as to why the US and other powers actively pursue stability within the region. However, it is critical that the US and other superpowers should not directly be involved in the overall affairs of the Middle East as their involvement is largely driven by their self-interests rather than the welfare of people living in the region. This paper will argue that US involvement in the Middle East is largely based on its economic interests. Like most of the world, the Middle East also remained under the occupation of colonial forces and the region as a whole has its own history of fighting colonialism. However, years of stereotyping and general dissent against Islam, western powers including the US continued to pursue in order to further their own national interests. Years of economic interests in the region and the deliberate role of the US in the region has created a negative impression about the Middle East and Arabs. Even films made in modern times have depicted Arabs as bad people from rogue states with evil objectives. (Shah) Therefore, many see the role of US in the Middle East from a cultural and historical perspective because this was the region, which effectively fought against during Crusades and occupied parts of Europe

Loss Control Essay Example for Free

Loss Control Essay This report is basically â€Å"A short History of Fire loss control efforts in the United States†. It includes a historical overview of the situation in the area of minimizing loss of life and property in the early 20th Century, the paper starts with a brief over view of the principle of loss control and the causes for incidents that occur due to various factors, briefly describes the level of expertise and methods being used in that era to apply the principle of fire loss control. For the purpose of which information was obtained through the NIST (National Institute of Standard and Technology) about the available options to planners to minimize the chances and level of destruction due to accidental fires. The paper then shifts the focus on the 21st century and new innovations and options that have revolutionized the efforts of fire loss control. It also briefly mentions the recent technological advancements that are very promising for the new future and have tremendous potential to effectively reduce the occurrence and consequences of such incidents. Loss Control The concept of loss control basically deals with the formulation of strategies, systems and procedures to reduce or completely eliminate the occurrence of incidents which are undesirable and may cause loss of life and property resulting in massive disruptions and costing a large amount of money. (Fire. gov, 1) Mainly these incidents fall into three basic categories which may end up resulting in occurrence of such incidents: 1. Lack of Control †¢ Insufficient Systems Systems are in place but they are insufficient to deal with various unforeseen eventualities resulting in failure to muster an adequate response in order to control and minimize the extent of loss of life and property †¢ Insufficient Standards The standards and benchmarks in place to handle a situation and the guidelines which are in place are insufficient and the standards doe not satisfy the minimum international benchmarks set to deal with situations causing losses. †¢ Non- Compliance with Standards A situation where although the adequate standards are in place but they are not being enforced or followed by the people who are responsible to ensure enforcement and compliance with the standard practices. 2. Basic Causes If careful analysis is undertaken we come to the conclusion that there are usually two basic categories of basic causes that are responsible for incidents taking place resulting in substantial losses 1. Personal Factors The personal factors consist of inadequate knowledge on part of the people working in the work environment which generally gives way to incidents and then inadequate knowledge about how to react a developing incident hence it can be blamed on personal incompetence. 2. Environmental Within environmental factors things like inadequate engineering, equipment, leadership, hence at a critical time the failure of equipment or any resulting malfunction due to faulty engineering or bad leadership decisions can cause incidents to spiral completely out of control and magnify the resultant loss of life n property. 3. Immediate Causes †¢ Substandard Acts (Behavior) This area deals with the behavioral and factors of irresponsible actions on part of individuals, first and foremost factor that comes to mind is the improper use of equipment causing danger not only to one’s own self but also to people working in surrounding areas †¢ Improper Lifting/Failure to lock Out equipment/ Using Equipment improperly FIRE LOSS CONTROL Every year about 2 billion dollars of renovation, reconstruction and destruction and loss of countless lives due to incidents of fire in the United States takes place. Developed Facilities including buildings, of various types and the service systems functioning within them, as well as utilities for transportation, public facilities, power generation, communication systems, water supply and water treatment systems, and waste disposal) (NIST Research, 1) These facilities and systems are a Nation’s wealth, which are valued around $25 trillion dollars, with an average investment of $1 trillion annually employed in new construction, expansion and renovation amounting to about one-eight of the GDP. The quality of these systems and facilities are vital and fundamental to industrial productivity, progress and development and the level of quality of life enjoyed by the masses. The safety of these vital installations from accidental fires and other similar natural, incidental and willful hazards and dangers is critical and extremely significant for the safety of life, avoidance and prevention of injuries, protection and maintenance of property, and the most important issue which is the issue of national security. The basic phenomena around Fire’s include ignition which is largely unintended and accidental, growth due to the unintended materials fueling the fire and ultimately the usage of extinguishing materials suppression of fires, the effects on people and the general public of fires and combustion products, and the resultant negative effects on society of destruction caused by fire and the ensuing losses and investments in fire safety. The various aspects involved in the performance of developed and constructed facilities involve important and critical factors like structural stability which means the structures should be strong enough to sustain and withstand very high temperatures and should not collapse under intense heat, durability and strength of materials and equipment vital for safety and security of the structures and the human lives depending on them, environmental controls which are in place for building occupants in order to ensure their safety and security, functionality intended for the express purpose of the facility, the included costs of construction of the structures, operations within these facilities and structures, maintenance and renovation of facilities making them safe and secure and resistant to any accidental damage, and all other social and environmental effects. (Richardson, 30) This paper basically provides an overview of the history of the fire loss controls efforts in the United State s resulting from research and development and new techniques and fire control technologies.

Youtube as Social Media and Marketing Tools

Youtube as Social Media and Marketing Tools Introduction Social Media is a word used to illustrate Internet-based applications that facilitate consumers share opinions, wisdom, experiences, and viewpoints. Social media are of many forms, examples are content communities (e.g., YouTube), social networking sites or blogs (e.g., Facebook), and joint projects (e.g., Wikipedia). All such applications content has been created, updated and maintained by individual internet users and further delivered to new users, which is often provided free of charge in a philanthropic way. Such attributes discern the social media from conventional web pages, like www.google.com or www.yahoo.com, which are supervised often by companies for a marketable purpose. By incorporating social media tools into their marketing strategy, marketers can gain benefits from it: they get real-time opinion on existing products or new ideas/concepts regarding products, they get chance to build community of consumers about their products, services or brand, leverage customer self services, and integrate customers indirectly to develop their product strategies in future. The most alluring reality of all is that radio took 38 years to reach 50 million users, television took 13 years to capture users, 4 years internet, and iPod took 3 years, Facebook capture 100 million users only in less than 9 months. This clarifies the importance of social media and its immensity and its boundaries arent only limited for younger generations. In fact according to Socialnomics, the fastest rising fragment is 55-65 years old female on Facebook. With this emergent of people and easy access, brands have begun become conscious to acquire the existed potential of Social media in order to reach the users. According to Socialnomics again, 25% of the search results are links to user-generated content for the Worlds top 20 brands, 34% opinions about predicts and brands are related with bloggers post. In study conducted by PR firm Burson Marsteller, pointed out that in the Fortune 500 list he observed 100 largest companies, in which 79% use Facebook, YouTube, Twitter or business blogs to correspond with clients and other stakeholders. It is a worldwide statistics. According to these 100 largest companies use 50% YouTube channels as social media tool. With the emergence of social media, it shifts business online as social media marketing has created its own niche in the business world. Great attention requires by companies to respond and penetrate in this web era more than ever. They cant entirely rely on traditional marketing techniques like gleaming press releases or flashy ad campaigns. Soren Gordgamer, author of Wisdom 2.0, puts it. He states companies now face a clear choice: wall themselves in and become increasingly controlled and hidden, or use social media and other means to reveal their human side, welcome transparency and forge new relationships with their customers. The old game is undoubtedly over, and the question now is what can business do to transition and succeed in this new era? It is pretty understandable that social media marketing has become entirely a new marketing field. (http://www.sociableblog.com/2008/02/11/why-people-use-social-media/) Social media has emerged innately from users and thus inherently personal. The users endow with personal information and ideas, interact with other users, respond to them, do sharing and form a social media interaction. Due to all these benefits social media marketing comes to light. By using social media marketers want to identify who are the users and what are their preferences. With blooming worldwide communication and technologies social media sites are deemed as significant stage for exchange. Marketers or companies squeeze ideas nearby information like connectivity, word of mouth, promotion of quality, and trust of those deemed trustworthy. Users find social media interesting due to having immense information, timely and informative; such attributes make social media an important factor for marketers. YouTube as a social media tool YouTubes principal features are the capability to upload and distribute video clips of any rational length. Most available standard video formats and converted to low resolution Flash for release. User account is necessary to b made in order to view YouTube video. This account provides a profile page that serves as an index to the users uploaded videos, and on which users may optionally disclose personal details, or subscribe to other users videos and friend other users; these details are then displayed in their profile pages. Users can then comment on other users or more commonly on particular video. Comments by users are displayed in the relevant pages. One of the YouTube feature is it offers community called group which user may join to assert specific interests. Groups provide a way to serialize video content as well as offering a text message interface similar to discussion boards or Usenet. YouTube signify an enormous opening for marketers to get in touch with consumers who are probing for relevant data about their products and services. YouTube can also be a significant direct marketing tool, conditioned that it should be taken as part of marketing mix rather than taken as a tactic or supported tool. Certain things are apparent, companies that are accomplishing durable attainment on YouTube are the ones who constantly and habitually issue and update contents on YouTube thats has inherent value for online users. How companies use YouTube as marketing tool Companies are working hard to figure out the unique ways to attract potential customers and make a successful social media strategy. There are various forms of advertisement available on the internet provided by the companies, but most significant popularity goes towards video advertisement and became hot subject in most recent months With the acquisition of YouTube by Google in October, 2006 the purpose to get hold of amplified revenues all the way through advertising partnerships is constantly striven for. While its starting to develop new ad offerings, its popularity is driving up costs that established Web giants, such as Google Inc. and Yahoo! Inc., are able to spread out In an article written by Catherineà ¢Ã¢â€š ¬Ã‚ Gail Reinhard, creative director at an agency that focuses on creating video infotainment, she says, the brands that achieve longà ¢Ã¢â€š ¬Ã‚ term success on YouTube are the ones that consistently and frequently publish refreshing content that has intrinsic value for audiences online. The natural aesthetic sense of sea waves and breaking swell waves at ocean surface help make Roxys and Quicksilver content truly captivating. Those companies who make their products with exciting and natural aesthetic sense can create content easily. and Quicksilvers and Roxys mini documentaries and web content give consumers an inside view of what goes on behind the scenes of professional surfing, skating and snowboarding tours circuits. They employ videos that feature gigantic and striking waves that definitely confine the audiences attention. But, they also generate webisodes and mini documentaries that offer people an inside scoop on the lives of professional surfers, skateboarders and snowboarders. With almost one new video a week, nearly every week Quicksilver displays fresh and unique content so that people keep coming back and put them always in curiosity state. With the ease availability of broadband, the dream to attend online college or university has fulfilled. Online education programs particularly private education have taken immense popularity that even old guards Ivy League Universities have started to propose classes or access to online programs. University of phoenix Online leads the charge in establishing strategy to market its online classes via video. They offer video testimonials, reviews, minià ¢Ã¢â€š ¬Ã‚ documentaries and webisodes. Their aim is to make video which fits for every potential students out there in market, as they r the ever first university which started YouTube as marketing tool for online courses and programs and they also appear on top when to search for online schools.

Margaret Sanger and the Fight for Birth Control Essay -- Contraceptives

Margaret's quest began long before she was known by the public. It started when she was just a young girl. As with most children, her parents were a large influence on her life, but in a way different than perhaps many others. Margaret's father provided her with all the mental tools she would need to succeed. A free thinker and outspoken radical, her father, Michael Higgins, influenced his young daughter to act the same way; to question everything and to stand up for what she believed in. Though Margaret loved her mother, she conceded that definetly her father was the major influence in her early life. Her mother however also had a large influence, yet not in quite the same way. Anna Sanger bore ten children other than Margaret, causing her to be both constantly pregnant and constantly sick, leaving little time for her children. Thus Margaret and her siblings were constantly forced to care for themselves. Anna died at an early age to TB which Margaret attributed to her multiple pregn ancies. It was then that she decided to become a nurse and start helping pregnant women. Working as a nurse in the ghettos of New York, Sanger became all too familiar with some horrible sights. She saw many women die of very preventable deaths due to child labor, and horrible methods of self-induced abortion. After seeing one woman die from a horrific attempt to give herself an abortion Sanger had decided that she had seen enough. It was too late for her to help these women when they came to her as a nurse. She felt she must attack the source of the problem, birth control. She stated, "I went to bed, knowing that no matter what it might cost, I was finished with palliatives and superficial cures; I was resolved to seek out the root of evil, to do s... ...re apt to accept the concept of birth control, if not completely embracing the idea. Her actions challenged the traditional way of thought and introduced concepts that shifted the course of American society. Works Cited 1. Coigney, Virginia. Margaret Sanger New York: Doubleday, 1969. 2. Gray, Madeline. Margaret Sanger: A Biography Of The Champion of Birth Control. New York: Richard Marek Publishers, 1979. 3. Kennedy, David. Birth Control in America : The Career of Margaret Sanger Boston: Yale Universtiy Press, 1970. 4. Marshall, John M.D. Catholics, Marriage and Contraceptions New York: Heligon Press 1965. 5. Parrish, Michael. Anxious Decades. W. W. Norton: New York, 1992. 6. Sanger, Margaret. Margaret Sanger, An Auto-Biography New York: Dover Publications, 1971. 7. Sanger, Margaret. My Fight For Birth Control. Farrar & RineHart: New York, 1931.

Overview Of Belgium :: essays research papers

Belgium is located upon northwest Europe from which is bounded on the north by the Netherlands and the North Sea, on the east by Germany and Luxembourg, and on the south and southwest by France.1 Due to this location, Belgium is also known as â€Å"the Crossroads of Europe† because it promotes trade and prosperity.2 Following the end of WWII, (NATO) in April 1949 to provide safeguards against possible Communist aggression and, Belgium joined the North Atlantic Treaty Organization like the efforts of other democratic countries, to accomplish economic recovery.1 U.S.-Belgian relations are excellent. Belgium is a close ally and works with the U.S. on many international issues. Belgian governments have been committed to the development of a strong, federal European Union with the ability to set common foreign and security policies as well as common economic policies.3 The Belgium government have also been proponents of strong transatlantic ties within NATO. The current Dehaene gov ernment has repeated its desire for close ties with the United States on security issues and has expressed support for enlarging NATO to accommodate certain former Warsaw Pact nations.3 Belgium is a substantial aid donor, making bilateral and multilateral contributions to humanitarian aid and development programs.3 Belgium is a provider of peacekeeping troops and has participated in various peacekeeping operations in Somalia, Rwanda and former Yugoslavia.3 The United States and Belgium are indeed allies. Belgium joined the UN as a charter member on June 26, 1945, the country gave consistent support to the other Western democracies during the intense ideological and political struggle (the so-called cold war) with the USSR and the states within the Soviet sphere of influence.1 The United States and Belgium both share a promising and extensive economic relationship with each other. Under the evolving federal system, the primary areas of interest to U.S. business include foreign trade, environment and investment regimes and incentives.3 Belgium and the United States have strong reciprocal trade relations. Belgium is a major market for American exports in 1995. Since the end of World War 2, American businesses have played an active and important part in the Belgian economy.4 One example of US and Belgium economic relationship include the Telecommunications Services (TES). The partial privatization of BELGACOM and Ameritech’s involvement in the company have met the greatest growth potential in mobile telephone services.5 Also, many other U.S. companies are already active in the value-added network services market in Belgium.

Brain & nervous system

Brain is the part of the nervous system that is enclosed in the skull. All vertebrates have well-developed brains; most invertebrates do not have true brains. Instead, they have groups of nerve cells called nerve nets, nerve cords, or ganglia. The human brain is an extension of the spinal cord, and with it makes up the central nervous system. It contains billions of neurons, or nerve cells, each with more than 10, 000 synapses, or connections to other neurons. No two brain cells are alike. The brain cannot regenerate new brain cells but it can bypass dead or damaged cells to form new synapses between existing cells.The brain receives information from all parts of the body and sends out instructions to the body’s various organs and systems. The information and instructions travel through the brain in the form of nerve impulses, electrical signals that elicit chemical changes. The impulses travel along the neurons and move from one neuron to the next across the synapses by means of chemicals called neurotransmitters. It is through nerve impulses that the brain controls such activities as voluntary and involuntary movement (Zoeller, 2003).The brain is connected with the sense organs, muscles of the head, and internal organs of the body by 12 pairs of cranial nerves. Some of the cranial nerves, called motor nerves, carry impulses from the brain to various parts of the body. Others, called sensory nerves, carry impulses from the body back to the brain. Most pairs of cranial nerves contain one motor and one sensory nerve; a few pairs contain sensory nerves only. The brain consists of two types of tissue: (1) nerve cells, or gray matter; and (2) sheathed nerve fibers, or white matter. The sheath is composed of myelin, a fatty protein that protects and insulates the fibers.A large number of blood vessels carry nourishment to the brain. The brain extracts certain substances from the blood and metabolizes them (that is, produces chemical changes in them) to produc e energy. Glucose, its main source of energy, is metabolized by a chemical reaction with oxygen carried in the blood. The human brain is more complex and has more functions than the brain of any other animal. It is the seat of consciousness and the coordinator of the nervous system. Thought, memory, imagination, and other mental processes are functions of the brain.Specific areas in the brain are responsible for language and emotions. The brain is the seat of sensations. All voluntary and some reflex muscular movements are initiated and regulated by the brain (Colzie, 2006). In addition, various parts of the brain control such automatic functions as heartbeat, temperature regulation, digestion, and breathing. The brain of the average human male weighs about 3 pounds (1. 4 kg); the human female, 2. 7 pounds (1. 2 kg). At birth, a baby’s brain weighs only 11 to 13 ounces (310 to 370 g), but it grows rapidly during the first years of life.By the age of seven, a child’s br ain has reached nearly its full weight and volume, after which its growth is slow. The brain of a human male is fully grown by the 20th year, that of a female somewhat earlier. After the age of 20, the brain loses about one gram (0. 04 ounce) of weight per year (Spear, 1995). This study discusses the brain development and how it functions. II. Discussion Brain tissue is very soft and easily injured. It is well protected, however, by the skull and by three membranes of connective tissue, collectively called the meninges, between the skull and brain.The outermost membrane is thick and tough, and fits closely to the inner surface of the skull. This membrane is called the dura mater, which is Latin for â€Å"hard mother. † The innermost membrane is the pia mater, Latin for â€Å"tender mother. † This thin membrane contains a network of blood vessels. These blood vessels supply nourishment to the brain, and carry blood from its interior back to the heart. The pia mater conf orms exactly to the outer surface of the brain itself (Cynader, 1994). Between the dura mater and the pia mater is the arachnoid, or â€Å"spider-like,† membrane.It is a soft, delicate, transparent tissue. The subarachnoid space, between the arachnoid membrane and the dura mater, is filled with cerebrospinal fluid, a clear, colorless liquid composed of protein, glucose, urea, and salts. It moistens the tissues of the brain and protects them from injury. The brain is also protected by the blood-brain barrier, a network of tightly meshed capillaries (tiny blood vessels) that selectively filter out harmful chemicals and waste products while permitting other substances, such as nutrients, to pass directly into the brain (Zoeller, 2003).This barrier prevents harmful compounds in the blood from being absorbed by brain tissue. A. Parts of the Brain The brain itself consists of three main parts: a large forward part called the forebrain; a narrow middle portion called the midbrain; a nd a rear part, called the hindbrain. It contains four cavities (hollow spaces called ventricles). The Forebrain, which is made up mainly a mass of neurons called the cerebrum, occupies most of the skull cavity and accounts for 90 percent of the weight of the entire brain. The surface of the cerebrum is a layer of gray matter called the cerebral cortex.It has many folds, or convolutions, which greatly increase its area. The longitudinal fissure, a deep cleft running from front to back, partially divides the cerebrum into right and left hemispheres. A central band of nerve fibers called the corpus collosum connects the two hemispheres. It contains bundles of nerve fibers called nerve tracts that carry information between the two hemispheres. The corticospinal tract carries impulses from the cerebral cortex to the spinal cord. Its fibers cross each other at the region where medulla oblongata (an area in the hindbrain) meets the spinal cord (Sousa, 2006).Thus, the left interprets the s ensations of the right side of the body and vice versa. Each hemisphere performs unique tasks. The left hemisphere is responsible for logical thought, writing, and mathematical skills. The centers of language are also located here. Broca’s area, situated in the frontal lobe (the forward section of the hemisphere), is responsible for the production of language. Wernicke’s area, situated in the temporal lobe, a section above the ears, is responsible for the comprehension of language. The two areas are connected by a bundle of fibers called the arcuata fasciculus.Damage to these fibers will cause speech impairment. The right hemisphere is responsible for intuition, musical and artistic ability, and analysis of visual patterns. Although each hemisphere is responsible for different functions, one can take over for the other in the event of localized brain damage (Puckett, 1999). The cerebral cortex contains two specialized areas: the somatic sensory cortex and the motor cor tex. They are separated by the central fissure, a deep cleft perpendicular to the longitudinal fissure and extending across the roof of the brain.The somatic sensory cortex receives sensory signals from the skin, bones, joints, and muscles. The motor cortex controls the voluntary movement of muscles. Almost every part of the human body has a specific region controlling it in both the somatic sensory cortex and the motor cortex. Body parts that perform intricate movements, such as lips, hands, and legs, are controlled by large parts of the cortex. Body parts that perform gross movements, such as the shoulders and trunk, are controlled by smaller areas. Adjacent regions in the brain control adjacent body parts (Spear, 1995).The cortex of each cerebral hemisphere is divided into four sections, called lobes: 1. The Frontal Lobe, the forward, upper part of the cerebrum, includes the areas concerned with intelligence, judgment, emotional reaction, and the movement of skeletal muscles. 2. The Parietal Lobe, in the upper, back area of the cerebrum, receives and interprets the sensations of pressure, temperature, and position. 3. The Temporal Lobe, above ears, is concerned with hearing, memory, and understanding of speech. 4. The Occipital Lobe, in the back part of the cerebrum, is concerned with vision and the interpretation of objects that are seen.Each hemisphere contains a mass of nuclei called the thalamus (plural: thalami). It consists of gray matter that integrates a wide range of sensations from the visual and motor cortexes. It also plays a role in emotions. Above each thalamus are two basal ganglia, clusters of neurons that help regulate body movements (Cynader, 1994). Beneath the thalami is the hypothalamus, a mass of nerve cells and fibers that controls the reaction of the body of stress and to strong emotion. It also regulates the body’s water balance, temperature, appetite, sleepiness, and heart rate.Below and in front of the hypothalamus is the pi tuitary gland, which is partially controlled by the hypothalamus (Colzie, 2006). The pineal gland, or epiphysis, is a coneshaped organ located beneath the corpus callosum. It is connected by nerves to the eyes and is extremely sensitive to light. In response to darkness, it secretes melatonin, a hormone that is believed to induce sleep (Sousa, 2006). The olfactory bulbs, which govern the sense of smell, are located on the undersurface of the hemispheres. Nerves run from the nose through these bulbs to the cerebrum (Sousa, 2006).The Midbrain contains tracts (bundles) of nerve fibers that connect with other parts of the brain and with the spinal cord. The midbrain also has centers for auditory and visual reflexes, such as the contracting of the pupils (Sousa, 2006). The Hindbrain consists of three parts: (1) the cerebellum, behind and beneath the cerebrum; (2) the pons, beneath the midbrain and opposite the cerebellum; and (3) the medulla oblongata, attached at its base to the spinal cord (Sousa, 2006). The cerebellum, like the cerebrum, has a convoluted surface. The chief function of the cerebellum is to coordinate and regulate movements of the skeletal muscles.(The movements, however, are initiated and controlled by the cerebrum). When the cerebellum is damaged, ordinary movements directed by the cerebrum cannot be carried out. Limb movements become slow and jerky, and speech may become slurred. The pons is a smooth-surfaced bulge between the midbrain and the medulla oblongata. It contains tracts that connect the two sides of the cerebellum, and tracts that connect other parts of the brain with each other and with the spinal cord. Many of the cranial nerves pass through here. The pons controls the motor and sensory nerves to the eyes, jaw, face, and muscles.Together with the cerebellum, it regulates posture and balance (Puckett, 1999). The medulla oblongata is smooth, without convolutions. It contains three important nerve centers: one affects the rate of hear tbeat; one controls breathing; and one produces the constriction of blood vessels to control the volume of blood supply to the tissues. It is also the site where the nerves from the left hemisphere cross over to control the right side of the body and vice versa. Reflex centers of vomiting and swallowing also lie in the medulla. The midbrain, pons, and medulla, oblongata together form a structure called the brain stem.Deep within the brains tem, extending from the medulla to the midbrain is a network of nerve cells and fibers called the reticular formation (Cynader, 1994). The reticular formation regulates the amount and speed of electrical activity in the cerebral cortex. Many sensory nerves feed into it. It is believed to be the seat of consciousness. Ventricles. There are four ventricles within the brain. These cavities are connected to each other and to the hollow core of the spinal cord. The largest cavities are the two lateral ventricles, located in each hemisphere of the cereb rum.Beneath the lateral ventricles is the third ventricle and under it is the fourth. Cerebrospinal fluid is formed and stored in the ventricles (Cynader, 1994). Within the lateral ventricles is the limbic system, a group of structures that controls emotions and behavior, stores memories, and is involved in learning. It contains two masses if gray matter: the amygdale and the hippocampus. B. Chemistry of the Brain Since the early 1970’s, researchers have discovered that the brain contains more than 50 neurotransmitters, chemical substances that facilitate the transmission of nerve impulses between neurons.They interact with specific receptor sites in the brain to elicit chemical changes. Some circulate throughout the body (Spear, 1995). All neurotransmitters have chemical precursors. These are substances, composed of glucose and amino acids, which are produced elsewhere in the body and are carried in the bloodstream. The precursors are able to cross the blood-brain barrier in to the brain, where they are eventually converted into neurotransmitters (Spear, 1995). The quantities of neurotransmitters in the brain are affected by the consumption of certain foods and also by strenuous exercise.Endorphins make up a family of neurotransmitters that act as natural painkillers. They moderate the amount of pain an individual feels. They are composed of chains of amino acids called peptides. Narcotic analgesic drugs, such as heroin or morphine, effectively reduce pain by occupying the same receptor sites and producing the same interactions as endorphins. These drugs are often prescribed for severe pain or when there is a delay or malfunction in the release of the natural painkillers (Zoeller, 2003). Acetylcholine is a neurotransmitter that functions in storing memories, regulating moods, and controlling body movements.Consumption of such foods as eggs, soybeans, and liver increases its production. All of these contain lecithin, which is converted into choline in th e liver. Choline is a chemical precursor that is converted into acetylcholine in the brain. Serotonin, a neurotransmitter found only in the hypothalamus and midbrain, relieves depression, reduces sensitivity to pain, and induces sleep. Its chemical precursor is tryptophan, which is found in the protein in meat, fowl, and fish. Norepinephrine is another neurotransmitter that helps relieved depression (Zoeller, 2003).Its precursor is tyrosine, which is also found in protein. Strenuous exercise increases the production of endorphins and norepinephrine. It is this increased production that causes â€Å"runner’s high—an increased tolerance to pain and a state of euphoria experienced by many long-distance runners. III. Conclusion In conclusion, as I study this subject I have discovered one thing and that is— brain is like your computer’s body. It receives information from the internal organs such as the heart, intestines and from the sense organs—the ey es, the ears, the tongue, the skin and the nose.It makes me think that the brain is the control center of the body. It receives all messages from different parts of the body, interpret them, and tell the parts what to do. Moreover, as what I have understood from the research I conducted, it gives me an idea that the brain is not completely developed even in full-term newborn infants. A great deal of brain development takes place in the first few months of postnatal life; and, in fact, brain growth continues at least until adolescence, and perhaps in adulthood. Some nerve fibers in the brain develop myelin sheaths.Many of these nerve fibers have not become myelinated by the time of birth. The process of myelination continues for years, especially in the reticular formation and parts of the forebrain. Reference: 1. Colzie, Lakesha (2006). The First Three Years and Beyond: Brain Development and Social Policy. Childhood Education, Vol. 82. 2. Cynader, Max S. (1994). Mechanisms of Brain Development and Their Role in Health and Well-Being . Daedalus, Vol. 123. 3. Meltzoff, Andrew N. (2002). The Imitative Mind: Development, Evolution, and Brain Bases. Cambridge University Press. Cambridge, England. 4.Puckett, Margaret (1999). Examining the Emergence of Brain Development Research. Childhood Education, Vol. 76. 5. Sousa, David A. (2006). How the Arts Develop the Young Brain: Neuroscience Research Is Revealing the Impressive Impact of Arts Instruction on Students' Cognitive, Social and Emotional Development. School Administrator, Vol. 63. 6. Spear, Norman E. (1995). Neurobehavioral Plasticity: Learning, Development, and Response to Brain Insults. Lawrence Erlbaum Associates. Hillsdale, NJ. 7. Zoeller, R. Thomas (2003). Thyroid Toxicology and Brain Development: Should We Think Differently? Envir