Geotechnical Engineering And Physical Properties Engineering Essay

Geotechnical Engineering And Physical Properties Engineering Essay Burj Al Arab is the worlds tallest iconic and most luxurious hotel. This building has received numerous recognitions around the world, and is mainly known by its design which resembles the shape of a sail boats mast. This 321 meter high building was built on a man-made island only 280 meters from the coast, giving all visitors a 360o view of the bay. Construction began in 1993. Engineers created a surface with a layer of rocks, which is circled with a honey-comb pattern which protects the surface and foundation from erosion. The building contains more than 70Â  000 m2 of concrete and 9Â  000 tons of steel. It took only two years to construct the building and three years to construct the foundation on beach sand, making this a geotechnical wonder.8 Introduction Geotechnical Engineering entails to obtain information of the physical properties of the soil and rock on a proposed site known as site exploration. This information combined with the mechanics of soil can assess the risks presented by the site conditions that must be concluded in the design process of foundations, earthworks and retaining walls. Burj Al Arab has one of the rarest and most interesting foundations, earthworks and retaining wall phenomenas. This include building an island 280 meter off coast as a foundation for this 321 meter high sea shore wonder.1 Throughout this report we will look at which soils are found in Dubai, as well as the properties thereof including the construction of this hotel foundation. Constructing the Burj Al Arab hotel The design of the Burj Al Arab has been constructed with a specific geometry which supports the sail boat like design by protecting the building from changing wind loads. The outermost wall of the building has been constructed by the use of PTFE coated fibreglass which contains air gaps at regular intervals. This double curve membrane design is able to withstand wind pressures easily.3 Additional cables have been provided onto the structure to prevent any deflection in materials. On the full height of the building expansion joints were provided on the right side of the building to ensure the building can withstand the wind load pressures as well as the horizontal stresses that may occur during construction and operation. The material that was used for this sail boat like structure is not only robust but it also protects the buildings interior from the sun by using light defusion.3 After seventy thousand cubic meters of concrete and ninety thousand tons of steel, this great engineering wonder is noted as the heart of Dubai. This spectacular feature of the Burj Al Arabhotel, with its two hundred and two rooms, is located 280 meter off shore from the coast of Dubai and recognised as the best in the world. 2 Concept Architect: Tom Willis-WrightimagesCAHJ41BO.jpg Construction Engineer: WS Atkins and Partners Overseas Multidisciplinary Consultancy. Interior designers: Khuan Chew, Design Principal of KCA International (London). Location: Jumeirah Beach Road, Jumeirah, Dubai, United Arab Emirates. Date: 1994-1999 Style: Postmodern Type/Structure: Luxury 7 stars*Â  rating hotel/resort Size: 321m x 280m (1,053 ft) Medium: steel, glass, cement, steel cables, piles From: Antonino Terranova. The Great Skyscrapers of the World. Special gatefold edition, page 269-279. Figure 1: Burj Al Arab hotel Dubais Soil Profile The topography of Dubai (which lies within the Arabian Desert) is different from the southern portion of the UAE. Its landscape consists of sandy desert patterns consisting mostly out of crushed shell and coral and is clean and white, whereas gravel dominates in the southern regions of the country. 2 When looking at the soil properties of Dubai, its weak and will most probably move outwards in the case of any construction on it. See figure 1 Dubai soil map. 3 Studies also show that Dubais possibility of a tsunami is minimal, due to the Persian Gulf water that is not deep enough to trigger a tsunami. Thus Dubai is classified as a stable zone, whereas the nearest seismic fault line is 120 km from the UAE, making it unlikely for Dubai to be hit by a seismic impact.2 http://www.gisdevelopment.net/proceedings/mapmiddleeast/2006/natural%20resource%20management/images/mme06138_3.jpg Figure 2: Dubai soil map. Foundation Problems The moment when Dubai laid focus on the development of this world wonder, they knew it would be an engineering challenge. Many elements must be taken in consideration in geotechnical engineering to build the worlds 15th tallest building on seabed, where its properties are known as a collapsible soil due to a lack of silt and clay. The collapse phenomenon can be defined as a soil which can withstand somewhat large stresses, with little settlement at low in situ moisture content which will show signs of a decrease in volume and associated settlement with no increase of load if the moisture content rises. Therefore the change in volume goes hand in hand with the change in the soil structure. It is thus evident that a number of conditions need to be met before collapsing begins: 6 The soil must have a collapsible fabric in its structure. This is where the specified soil has a high void ratio and yet has relatively high shear strength at low moisture content due to a coating (Colloidal) around each grain. Partial saturation is essential. This is where collapse settlement will not occur in soils which are located under the water table. Increase of moisture content. This could be seen as the cause for the collapse to take place. With the increase of moisture the colloidal coating loses its strength and thus forces the grains to a denser state with reduction in void ratio. Subjected to an imposed load greater than their overburden pressure before collapse can take place. This is only applied to certain collapsible soils. The typical problem associated with a collapsible soil to a building is that although it is dependent on the increase of the moisture content, collapse can take place years after construction has taken place. 6 Large magnitude settlements can occur beneath lightly loaded structures as well as collapse settlement is regularly localised due to defects in foundation, drainpipe leakage and where ponding occur during rainfall. The engineering properties which most affect the cost of a construction are strengthening compressibility. Both can be enhanced by reducing the voids in the soil. Water must be displaced from the saturated soils in order to reduce the void volume. This can take months if the permeability of the type of soil present is low. The following engineering solutions to the mitigation of the collapse problem are listed below: 6 Avoidance by stopping the triggering mechanism (increase in moisture). This can be made possible by ensuring that water does not penetrate the collapsing soil horizons. Design for collapse. This could be possible in certain scenarios to design a structure which could withstand the predicted collapse settlement. Chemical stabilisation. This is to make use of a stabilising agent which could reduce the settlement. Piled or pier foundation. This is used only when the soil comes from a transported origin which means that the bedrock is covered with a shallow layer, making it possible to rather build on piers or piles. Removal and compaction. This could be done by removing the collapsible soil to a certain depth and replace it through compacting the removed soil in layers. In situ densification by surface rolling. Surface rolling can be done by making use of an impact or vibrating roller for compaction. Soil Properties Beach sand is one of many soils that have a collapsible grain structure, where its surface contains large quantities of calcium carbonate which in more defined terms are remains of microscopic plants and animals that thrive on nutrients in the water surface, where it ultimately settles to the floor. The strength and the behaviour of this soil are thus dependent on the calcareous particles which it contains. These grain particles is well rounded due to it being rotated and shaped by the waves and is poorly graded (i.e. having a narrow particle distribution). This contributes to the high void ratio, meaning that the soil is very loose and can be seen as not a good bonding material. 6 Table 1: Transported soil and possible engineering problem. Soil Type Transported Soil Type Agency of transportation Source Problem to anticipate Beach Sand Littoral deposit Waves Mixed Collapsible grain structure Tests to be performed on beach sand A large amount of data can be generated from soil, but it can all be wasted if the most important step of sampling is not carried out properly. Thus, in order for an analysis to be of significance to a proposed project, it should represent the bulk material of the site. Additionally, soil samples must be taken in abundance and at random, to ensure that the overall characteristics of the soil are effectively represented. See table 2 for properties beach sand. The following tests were used in classifying beach sand (collapsing soil structure):3 Particle size distribution. This test is performed to measure the particle size distribution of the soil sample by passing it through a set of sieves. This is in order to produce a grading curve for the soil, which is used to find out its classification. The solid particles in a soil can have different shapes and sizes, and these characteristics thus have a significant effect on its engineering behavior. By making use of this test one can clearly note whether the soil is well or poorly graded. As for beach sand it is known to be a collapsible soil due to it having a poorly graded grain structure and affected by an increase in moisture. Atterburg limits. This test makes use of three separate tests namely Liquid limit test, Plastic limit test and Shrinkage limit test. This test is used to determine a relationship between the soils consistency and its moisture content. If the soil has low moisture content, it would aim to break before deformation takes place, whereas if the moisture content is too high, the soil will deform more easily. This test is of great importance due to it having an impact on settlement underneath a proposed structure. The test can be used to distinguish between the presence of silts and clays. This is important as silt has much less cohesion than clay. Dry density. This can easily be determined in a laboratory by measuring its physical dimensions and by weighing them. The dry density of a collapsible soil lies between 900-1600 kg/m3. Oedometer test. When a structure is build on a soil it produces settlement due to compression within the soil profile, which depends on the soils properties such as self-weight and also the type of load the soil is experiencing. This test makes use of a series of loads in order to measure the corresponding settlement of the soil. By knowing the soils stress and strain properties will allow the prediction in settlement and swelling of the soil. Collapse Potential test. This test is used to determine the collapse parameters in order to design accordingly. The CP (Collapse Parameters) is given in percentage, to determine the level of severity. Triaxial test. This test is similar to the unconfined compression test, except that the sample is surrounded by a waterproof membrane and installed in a pressure chamber (cell). This test is thus performed to estimate the stress and strain parameters of the specific soil. Permeability. This test is used to determine the ease of which water can flow through a soil profile, which is important for geotechnical engineers in projects. Table 2: Soil properties of silt sand.9 Soil Properties Beach Sand Specific Gravity 2.64-2.66 Bulk Density (Mg/ M3) 1.82-2.15 Dry Density (Mg/ m3) 1.45-1.95 Void ratio 0.35-0.85 Liquid limit (%) 24-35 Plastic limit (%) 14-25 Effective cohesion (kPa) 75 Angle of friction (deg) 32-36 Construction of Burj Al Arab Foundation Constructing a building on sea, an artificial island is needed to design and build the foundations. As many elements need to be taken into account to build an off shore structure, it is therefore important to ensure the protection of the foundation. This can only be done by evaluating all apposed loads to a structure. Seafloor stability regards to the bearing capacity and the sliding resistance thereof must be evaluated for static and combined static, operational and environmental (Like horizontal, vertical loading and overturning moments of the environment which have a return period of up to 15 seconds) loads. Structures with more or less a 150 meter depth could experience horizontal loads of 15-35% of the vertical loading, whereas the overturning moment can be ranging from 100 to 500 million kN/m.8 The change in vertical load during a storm can range from 10 40 % of the static vertical load. This means that the foundation needs to be strong to be able to obtain these loadings. Luc kily these loadings were much less when Burj Al Arab was constructed, due to it only being 7 meters in depth.8IslandConstruction1.jpg Figure 3: Piling of the Burj Al Arab hotel The first step in constructing the island was to place 230 concrete piles (see Figure 3), each one 40 meter in length, which was drilled into the sea bed. The foundation is therefore held in place by the friction of the sand and silts along the length of the piles, rather than the conventional bedrock. The surface was then made by using large rocks that were put together in a specific concrete pattern (honey-comb pattern) which serves as a shield to minimise erosion to the foundation. Making the platform on which the building would be constructed, tube files and sheet files were drilled deep into the sea to support various boundary rocks. Once this was completed the sea water was displaced to fill the inside with concrete slabs as seen on table 3. IslandConstruction2.jpg The structure was then surrounded with a temporary concrete structure to protect the island and the base of the structure, which was filled with a concrete plug slab. Lastly the concrete walls was made where the main basement floor of the building was build (See Figure 4).3 Figure 4: Burj Al Arab Excavated Basement Table 3: Foundation of the Burj Al Arab Conclusion The Burj Al Arab being a geotechnical wonder is due to its size as well as its ability to withstand the environment and the impacts thereof. This building is only carried by a sandy soil which contains broken shells. Its ability under shear strength and pressure is very low, especially since it is located 280 meters of shore. Thus the building stands only on piles which are held into place by just the friction between the soil and the piles, making this project one of the most remarkable foundation types in history. The design of this foundation on this type of soil is breaking barriers in the building industry, making Dubai a leading country in development. Due to South Africa not being a first world country it is impossible for us to be compared to a city which encourages ultimate engineering in structural, hydraulic and geotechnical engineering. Therefore we cannot compare the infrastructures of their country with ours. South Africa could always strive to be a first world country by focusing on infrastructure as well as the inequality of societies. This would encourage tourism and affect the economy positively.

Televisions Effects on the Natural Environment Essay -- Environmental

Television's Effects on the Natural Environment You may be thinking, â€Å"How on earth could the TV have an affect on our natural environment?† and you have every right to. At first glance, it may seem impossible that the TV can have an effect on our natural surroundings; but, nevertheless, it does. One of the ways that the TV can have an effect on our surroundings is by the amount of power that is needed to run all of the TV’s in the world. I realize, that compared to other appliances, a television does not use a huge amount of energy. But think about this: almost every family in America has at least one TV if not more (some people that I know have upwards of 6 and 7). Can you imagine the power it must take to run all of these televisions? And this is only in our country! Just think, if our society would stop watching television, we could save huge amounts of energy (fossil fuels) each year. This extra energy (fuel) could be used or saved in more efficient ways. The TV not only has an effect on our natural resources, but it affects our living organisms as well; in both bad and good ways. Lets discuss the bad first. Going back to what I discussed earlier, when we mine for fuels to produce the energy to power our TV’s, we are harming the habitat that our precious animals live on. Bet you never thought that a TV would indirectly be destroying an animal’s habitat? Television programming can also have an affect on our animals and their habitat. When programs and channels film documentaries and movies in the wilderness, they definitely have an effect on the environment. During the filming of a documentary or, especially, a movie the filmmakers need to transport their crew and equipment into very delicate ... ... viewing quality becomes and the more channels we can get, the more people are likely to stay inside. Don’t get me wrong, I love TV, and I feel that it is one of the most important inventions that this world has been blessed with; but I feel that it is taking away from some of the â€Å"realness† of our lives. People are becoming less healthy, they are developing eye and other health problems, and they don’t know what is real and what is not any more. I hope that in the future television designers and makers can develop so new technologies that would improve and not worsen our environment. The television is a very helpful and important tool that has had a great impact on our society, but we need to be aware of how this tool has also affected out environment as well, so next time you watch you television, think about what impact you might be having on our environment!

External Influence on Ayam Brand

Reference groups have a high influence to the primary target audience, which are the housewives. The closest groups of people to housewives are the husbands and the children. Since housewives are the mothers for the children, they need to decide on which product of food or fruit to buy for their children for consumption. According to Gourmet Retailer (2008), mothers are concerned with feeding their little one the most nutritious diet possible. Thus, they sake the decision to purchase â€Å"Maya Brand† canned fruits because it contains no preservatives and MS (Maya brand, 2009). Maya Brand† also provides a large variety of fruits, which are mainly pineapple fruits, mixture of fruit cocktails like peach, pears, grapes, cherries and fruits snacks as well. Children are usually very fond of all these, because what children want Is different products throughout the time of consumption, and not the same or similar product over and over again. Social class is the hierarchical ca tegorization of people into distinct status classes, so hat members of each class share similar values, Interest and behavior (Chaffinch, et al. , 2008). Social class Is divided into upper class, middle class and lower class.It Is determined by a complex set of variables: household Income level, occupational prestige and educational achievement. Income directly affects ones attitude towards a particular purchase. For upper class people, they usually work in a big company, meaning they will have a busy working hours for almost everyday. Due to their occupation, they will not have time to shop for fresh fruits in the market. With once of health at the same time, they will purchase ‘Maya Brand' canned fruits as It's a very popular brand, with no preservatives and MS, and Is available In almost all convenient store or embitterment, Tort example, â€Å"Gallant Hypermarket†.Meanwhile, for the lower class people, they usually have a lower household income level. As ‘Maya Brand' canned fruits are cheap in price and it is value for money, they will choose to purchase it to satisfy basic needs. For instance, Gap, Ralph Lauren and United Colors of Benton understand how parents reflect the brand choices in the children's market (Koala, 2007). Parents especially are influential in apparel purchases because children are unable to pay for their own expenses of a purchase due to high cost. In addition, social group and peer influences are considered as the significant reference groups.Research shows as the age of a child increases, peers become more influential on apparel decision- making and not their parents anymore (Bridges & Burgess, 2010). Teens nowadays, make the purchase decision on their outfit, based on the interaction within the peer group. They enjoy making decision on themselves, while taking consideration into there friends' opinion (Grant and Stephan, 2006). 2. 2. 2 Social class that members of each class share similar values, interest and beh avior (Coffman, et al. , 2008). Social class is determined by a complex set of variables: household income level, occupational prestige and educational achievement.Income directly affects of ones attitude towards a particular purchase. Thus, the motivation of people in upper class is stronger in owning the latest fashion trends compared to the motivation of people in middle and lower social class (Peter & Olson, 1999), Upper lass people are concern on the body image and self-image whereas middle or lower class people tend to evaluate products in terms of functionality rather than the style of the garments. Higher social class associates clothing as wealth and luxury thus, they tend to dress in expensive and high in quality of apparels (See & Lee, 2008).Such high fashion retail store includes, Gucci and Airman Exchange. In the contrary, people in the lower class will consider whether the clothing is comfortable, reasonable in price whereas fashion trend is the least important aspect (Kennel, 1976). It) Message framing ii) advertising appeal Advertising can help companies develop consumers' awareness to an unmet need or introduce a product that consumers may see as valuable. This influence is often present when new products enter the market. Customer awareness is often low for these items until companies promote them and attempt to drive customer demand through advertising.Companies may also need to use advertising to stave off the popularity of a competitor's products in the economic market. This will result in advertisements that will influence consumers to change their buying behavior and witch products for specific reasons, such as cost or quality. (Vitae, 2010) â€Å"Maya Brand† advertise its' company on Faceable to enhance its' fame to the public as well as the people around the world. As Faceable is a social networking service. It allows â€Å"Maya Brand† to market Its prattle Ana products to lots AT networks . En AT ten advertising appealed used by â€Å"Maya Brand† is by organizing a ‘Community Care Campaign 201 1†², which one free canned food is given with Just one â€Å"like† button (Diagram 5. 1). Their mission is to provide donation of canned food to 40 charity home in 2 months. They have successfully supplied 3663 cans for the moment. In this case, its generosity will result in its brand name sinking in consumers' mind. As housewives are mothers of the children, they tend to be attracted to this brand as the campaign is helping the children who need strong support in terms of food.They understand how children will be without care. Besides, if â€Å"Maya Brand† can sponsor its products to so many charity homes, meaning its products have trusted quality. This is because if it does not have the required quality, it might spoil its own image by doing so. Thus, housewives or mothers will feel that â€Å"Maya Brand† is more trusted in terms of its quality. Www. Oho. Com For examp le, advertising on faceable. Read more: The Influence of Advertising on Consumer Buying Behavior I oho. Com http://www. Oho. Com/facts_6948058_influence-advertising-consumer-buying- behavior. HTML#sizzle Alfonzo behavior. HTML#sizzle Ladings ‘v) Humor in advertising. Www. allaboutmedicalsales. Com Some Definition of Humor in Advertising: ‘Humor' in the dictionary means a quality – being amusing or comic but in advertising it is serious business. In advertising, humor is more than Just making a munch of people laugh. Some of the best brands in India have leveraged humor to such an extent that the viewers look forward for newness in humor each time they see a new commercial from that brand. To illustrate, Officio has been one of those brands which have used humor so intelligently and subtly that it remains in people's minds.Here again one needs to closely view the product and the category before applying humor to sell your product. According to David Googol 30 per c ent of advertising is based on humor. Humor sells if used creatively with a strong idea and great execution. Claude Hopkins, the father of modern advertising had a different view on this. He was of the opinion that people don't buy from clowns. But in India over the last two decades humor has been drawing lot of attention for communicating a product. Also the conventional wisdom of thinking among our people is that when you buy products it should deliver some value and benefits.These could be nutritious for a health beverage, labor saving for a washing machine or a dishwasher. Humor in the dictionary means a quality of being amusing or comic but in advertising it is serious business. In advertising, humor is more than lust making a Duncan AT people laugh. Humor tenant a strong idea and great execution. (.NET. COM) Using Humor In Advertising Advertising Is Not A Funny Business s uses creatively Walt First, a warning. Professional Advertising does not recommend that you use humor in y our advertising. A lot of people simply don't have a sense of humor.You lose them immediately, and the potential size of your market shrinks. And humor is in the eye of the beholder. It is commonly misinterpreted. Many people will not get the Joke. Your market size Just shrunk again. And humor often insults someone. They may simply get angry because they don't get the Joke. This is fire we are playing with. Your market Just shrunk again. Is it worth the risk? Laugh Out Loud – Advertising Humor Yes, humor in advertising is risky. It can also be devastatingly effective. When done right, humor works – really, really well. Advertising is about getting attention.The best ways to get attention with advertising are with strong visuals, sex, powerful headlines, and humor. Let's look at how to use [or not use] humor in advertising. Advertising humor is wonderful for getting attention. As you look at some of our ample ads, we hope you get a good idea of what we mean. Advertising humor can be extraordinarily effective when it is used correctly. People will actually look for your ads, and talk about them if they are good. But there are rules about using humor in advertising to represent your company, and following them is probably a good idea. First, people like funny things.They relax and pay attention when they know you have a sense of humor. It puts them in a good mood, and it creates a more comfortable atmosphere and a more positive image for your company. It makes you easy to approach, and easy to remember. Advertising humor works best with established and commonly purchased products. Humor in advertising works for business services, familiar items, and products we all know. But corporate image and industrial advertising are serious business. Unknown, KY, expensive, or sensitive products are not normally salute to ten lighter toucan AT advertising humor.Advertising humor also needs to be well suited to its audience. If your customers don't get the Joke, then the Joke will be on you. A sophisticated audience will understand your irony, satire, and puns, but a young audience may only understand lipstick comedy or a silly cartoon caricature. Inside Jokes can be effective if the recipient understands that it was done for them, but nobody else will get it. And advertising humor can backfire. If you make a Joke at the expense of any one group, you will surely alienate them.Everyone loved the â€Å"Where's the Beef† commercials done by Wendy – everyone, that is, except the senior citizens who did not like being portrayed as grumpy old people. Advertising humor also needs to be product specific. We have all seen funny ads we liked so much that we forgot what was being sold. Advertising humor must relate erectly to your business or products if you want to be remembered. And advertising humor has a relatively short life. The first time we see it we may laugh out loud. But after a while, although we still may smile at the Joke, it's not so funny any more. Funny ads need to be replaced periodically.Will advertising humor work in your ads? Absolutely – if you can make it appropriate to your products and customers, if they understand it, if it is related to your business or message, and if you change your ads frequently enough so that they don't wear out. K, here's the punch line. Advertising humor definitely gets attention. And if your ads don't get attention first, they will be anything but funny. But when done right, advertising humor can send your ads light years ahead of the competition, and that's what Professional Advertising is all about. Www. myprofessionaladvertising . Mom Power of humor in advertising V Sympathy, GM 20:20 Media The role of humor dates back to many years when all of us used to view films like the Charlie Chaplin, Laurel and Hardy. These actors and characters really made all of us laugh when we sat and watched their movies. Even all our Hindi and regional ivies in India alway s had a comedian to play a very important role and provide the movie a touch of humor to give the audience some fun and Joy. Every Hindi movie had an actor like Method, Seepage, Devon Versa or an Saran who played a very important role in making the movie entertaining and thrilling.The same strategy is used by many advertisers in India into their advertising to get noticed and stand out in the clutter with memorable humor which remains sticky in ten blower's Milan. In Tact news papers Like ten Limes AT IANAL nave made every reader smile early morning with R. K. Legman's cartoon. Even individual personality or celebrities try and use humor to position themselves differently in the people's minds. One such example that is top of mind is our Railway Minister Aloe Parkas Hydra. His witty and funny speeches and replies have positioned him differently amongst other politicians.So humor as a tool has been a strong weapon for many brands to draw the customers' attention. Different view on th is. He was of the opinion that people don't buy from clowns. But or a dishwasher. Role of Humor: With more and more channels mushrooming, clutter has become a significant problem for most brands. Hence to beat the clutter and break the ice, humor has been used by many brands to answer the problem. Over a period of time humor has been proved to be one of the best techniques to keep the customer laughing and grab his attention with some sticky and creative idea.The proof of the pudding for any humor based on advertising remains in forcing the audience watch, laugh and most importantly is able to recall the brand easily. Brands must ensure that if they are using humor to sell a product then the connect and the equity of the brand should not be diluted. According to some research humorous ads are recalled fast ND easily and it also elevates the consumer's happiness and mood. Finally humor captures the viewer's attention, cuts through the ad clutter and enhances recall. If not crafted pr operly humor can also backfire at times.Product and Brand connect: It sometimes so happens that a Joke in an advertisement is so powerful that the consumer tends to forget the brand. Hence it is important that there should be a strong connect between the product and the humor that you are trying to convey. The Pizza world ad showing a hosepipe being used to cool off someone who Just had a spicy plaza Is a good Ana relevant example wanly connects Walt ten Drain Ana really communicates that when you ask for a spicy pizza we deliver it with full pride. Understanding the nuances of the brand and the audience is very important.Overindulgence of humor can put down the audience and the brand if not executed in the right taste. The Maul undergarments ads which tried to use humor and sex to sell their brand never went off well with many consumers. The brand did get some publicity due to controversy but did not win the hearts of the target audience. Hence it is important to base your Joke on the core values of the product and the service proposition the brand is offering. No product connect means no effectiveness. All these results in huge wastage of the marketing budget.Types of Humor in advertising: Using a comedian: Here instead of building humor in the advertising one can use a comedian actor to promote the brand. One's choice of comedian has to match the values of the brand. One of the most memorable advertisements that have used a comedian well has been Charlie Chaplin for Cherry Blossom shoe polish. The most recent one in this space using an Indian comedian which has been noticeable and successful is Domino's Pizza which has plugged in Parses Rival very cleverly. Capitalizing on the current topics : Use the current hot topic in all walks of life which is funny, sticky, memorable and controversial.Maul Butter has been doing these for several years. The advertising deployed has been very humorous and are always based on the current topics with a tongue-in-cheek app roach. People never get fatigued watching the Maul ads. People eagerly wait for what Maul Butter outdoor campaigns by constantly looking at the prime hoarding points where Maul butter is visible. Strong idea based humor: Here the strong creative idea is carefully blended with subtle humor. The case in example is Officio. The powerful idea with humor helps in beating the clutter.Centre Shock electric gum is another good example where a strong advertising idea (Idea sprung up from the product) with the help of humor helped in translating into a great piece of campaign. Saint Goblin glass is another wonderful example of how humor has been used subtly. The restaurant advertisement (where the water is thrown) created by the company is so refreshing that one never gets bored of viewing it. Using the right type humor in advertising will be determined by clearly defining your objectives and positioning of your product.This, supported with a strong idea ill further help you to create good ad vertising which can be sticky and memorable for a long time. Humor will help if it is relevant: Mostly humor is used in products which is low in investment and which has high impulse purchase. (Candy, beer and mosquito repellents). One cannot totally generalize this, as consumer durable products have also used humor effectively. Humor may not work in category like condoms, sanitary napkins as tense products need to explain ten Detentes AT ten product more clearly. Similarly cars and diamonds may also not use humor as the decision process to purchase is long.Finally we need to remember that humorous campaigns are difficult to design and create. Over exaggeration of humor may have negative effect on the brand. People may remember the Joke but not the message and the brand. It can upset individuals if not done tastefully. Products can also flop and brand equity may erode. While humor is a strong and interesting route to create a great advertising campaign, one must also keep in mind th at the imagery, core values of the brand and the positioning does not deviate. If your positioning is perfect then humor with a great idea can do wonders for the brand. Www. .NET. Com

ESL Learners Test Preparation

Its important to prepare well for big tests - especially for exams like the TOEFL, IELTS or Cambridge First Certificate (FCE). This guide will help you take steps towards doing your very best on the big day. Know Your Test First things first: Find out about the test! Reading test-specific preparation materials will help you understand your strengths and weaknesses on specific topic areas covered in the test. Understanding which types of problems are easiest and which are most difficult will help you develop a study plan for the test. While developing your plan, take note of grammar, vocabulary, listening, speaking and writing expectations. Also, take note of specific exercise types on your exam. Preparing for the TOEFLPreparing for the First Certificate ExamPreparing for the IELTS Practice, Practice, Practice Once you have established a study plan, youll need to do lots of practice. Practice begins with understanding the subjects that will be included in reading, writing and listening. If youre not taking a course, using advanced level resources at this site can help you study up and practice grammar, build vocabulary, as well as improve writing techniques and listening skills. Advanced Grammar ResourcesAdvanced Writing ResourcesAdvanced Vocabulary Resources Practice Specific Types of Test Problems So youve studied up on your grammar, writing, and vocabulary, now youll need to apply these skills to specific types of exercises you will find on your exam. There are a number of free and paid resources available on the Internet. Cambridge Exams Practice Materials Take Practice Tests After you have become familiar with the types of exercises on your test, youll want to practice taking the test as often as possible. For this purpose, the best thing to do is purchase one of the many books that provide practice tests for the TOEFL, IELTS or Cambridge Exams. Top TOEFL Study MaterialsTop First Certificate Study Materials Prepare Yourself - Test Taking Strategy Shortly before the big day, youll also want to spend some time developing specific test taking skills. These skills include strategies on multiple choice questions, timing, and other issues. Effective Test Taking Strategies Prepare Yourself - Understand the Test Structure When you understand the general techniques required to do well on a test, youll also want to study specific exercise techniques to help you develop a strategy for each type of question. These links focus on specific exercises that youll find on the Cambridges First Certificate Exam. However, these types of exercises are found on most of the major exams in one form or another.