Deception, greed, and extreme pressure

Misrepresentation, greed, and utmost force per unit area led to the death of Enron ( Beenen and Pinto, 2009 ) . Employees need the ability to withdraw ethical issues from these complications of self-interest and supply clear definition ; employees need to separate between negligible issues typical of work life and critical issues that threaten a company ‘s ethical environment. Ethical issues come with enticements and menaces. By understanding menaces to forces involvements, options will originate to implement rectification. Traveling along with the crowd can back immediate calling involvements whereas resiting can set position, calling and household wellbeing at hazard. By accepting ethical theory, this can move as a guideline for a human resource ( HR ) director to place and manage the issues of opportunism. DeGeorge ( 2010 ) defines utilitarianism as an act of moral significance established by its engagement to make the most sum of good for the most figure of people. This is based on the ability to anticipate the effects of an action as the pick that succumbs to the greatest benefit, to the bulk of people, is the pick that is ethically right. Beenen and Pinto ( 2009 ) place that corrupt administrations, such as Enron, act unethically by determinations, that are normally, made by a group of senior employees to profit the administration. Decisions made by Jeff Skilling ( senior director ) to â€Å"cook the accounting books† may hold been, in his sentiment, as an ethically right manner to profit the stockholders and stakeholders, by portraying a strong fiscal image. However, the effects of this action did n't make the most sum of good for the most sum of people. Alternatively self-interest influenced unethical behavior by agencies of greed and force per unit area from Wall Street to profit, non the administration as a whole but, Jeff Skilling and direction, personally, for fiscal addition. Rational opportunism is good nevertheless greed is finally damaging ( DeGeorge, 2010 ) . While the theory of utilitarianism will ever reason to profit the bulk, it can besides pretermit the minority ( DeGeorge, 2010 ) . Sherron Watkins ‘ ability to do judgement that Enron ‘s accounting criterions were immoral created a regulation utilitarianism attack with respects to the jurisprudence and the concern with equity ; seeking to profit the bulk of people. Therefore, added benefits of regulation utilitarianism values justness and includes beneficence at the same clip. In the eyes of a HR director, by taking action the bulk of the stakeholders would profit from a moral administration adhering to their codification of behavior, carry oning equity in all of their concern activities. However, an issue with this determination, while sherron was commended for making the right thing, showed that her actions to pretermit the corrupt senior direction squad ( minority ) for the stakeholders ( bulk ) for a more ethical workplace started to inflicted harm to the full concern. Cable, News, Network ( CNN ) ( 2002 ) stated that Enron filed for settlement, people lost their occupations, some committed self-destruction and many were idle. Sherron may hold been seeking to make the right ( and hard ) thing but it may non hold been the best manner to acquire in front. Her opportunism was traveling to go a effect for the bulk and she was unable to foretell the hereafter so as to see how her determinations would impact people subsequently on. A HR director needs to tak e into consideration that there is no manner of stating precisely what the costs of our behavior will be, we merely do what we think is right at that specific clip ( DeGeorge, 2010 ) . After analyzing DeGeorge ( 2010 ) a useful attack to this instance survey in managing opportunism is excessively impractical. This is because the practical application of the theory requires the ability to foretell the long-run effects of an action and, to foretell those effects with foolproof truth ; past experience can, to some extent, guide hereafter experience. However, there is ne'er any warrant that fortunes will turn out precisely the same ( DeGeorge, 2010 ) . This uncertainness can make unexpected consequences doing the useful attack expression unethical, as the clip the pick was made did n't profit the bulk for the greater good. A HR director needs to place that the defect in utilitarianism theory has no consideration for the minority ; nevertheless, Kantian theory suggests that it does n't pretermit this issue i.e. leting the minority to endure for the benefit of the bulk. Harmonizing to DeGeorge ( 2010 ) Kant ‘s deontology theory is supported by the actions of an single under consideration. A corporate attack to an action suggests it can find whether an action is moral as it allows one to portray the consequence of everyone universally lending to this action. Immanuel Kant ‘s theory ( DeGeorge, 2010 ) suggests that an person must hold the freedom to truly act in a moral manner. In the instance survey, some employees understand the company is acting unethically i.e. chancy history criterions for personal addition. A HR director could place that these people have a pick to voice their concern, leave the company or travel along with the crowd ; nevertheless opportunism and the ability to be disciplined may present a menace to take any action. These people have physiological demands to back up household and a moral determination to voice their concerns, in this regard, could present an issue. By being immoral or turning a blind oculus, to the state of affairs, could be the easiest option. Employees do hold a pick and the freedom to do a moral determination nevertheless self-interest can sometimes turn a moral thought into an immoral determination ; without the subject there is no freedom ( Wood, 2008 ) . A deeper analysis of Kant ‘s theory suggests that the construct of moralss is non based on desires or fortunes. Moral jurisprudence is a definite necessity because it has no precursor ; there is no ‘but ‘ portion in the bid ( DeGeorge, 2010 ) . Sherron Watkins provided an illustration of how this theory works. Sherron adhered to Enron ‘s ethical codification of behavior when analyzing the ethical quandary of â€Å"accounting irregularities† that were present. By placing this job to her director, Ken Lay, she fulfilled her duties of duty. Continuing one ‘s responsibility is what ‘s considered ethically right ( Wood, 2008 ) . Sherron had found the morality through principle of her head as she was non influenced by feelings ( penchant ) , but alternatively she was concerned with fixed statements of responsibility ( I must†¦ ) . The theory suggests that an person has no flexibleness and no opportunity to see one ‘s ain place ( DeGeorge, 2010 ) . Naturally, people seem to admit that certain regulations must hold rational exclusions. For case, with respects to Ken Lay his determination non to fire Sherron Watkins could hold jeopardised Andy Fastow ‘s place and the companies bespeaking persons may necessitate to lie to protect others. So, could a HR director be sensible to presume that the same regulations can be applied systematically in different fortunes? This makes Kantian moralss stiff because the effect of an action is non needfully separated from the action itself ( DeGeorge, 2010 ) . Unlike utilitarianism this theory is non based on societal public-service corporation. It avoids the useful defect of leting the minority to endure for the benefit of the bulk, based on free pick and similar to that of John Rawls ‘ theory of justness. As described by DeGeorge ( 2010 ) the classless, John Rawls, devised a theoretical theoretical account that proposed an person who, ‘covered in a head covering of ignorance ‘ , would urge a merely society without any apprehension of their position in society. The person would take a system of justness that sufficiently provided for the lower terminal of society because the person could stop up being in that lower place so, avoids it by being merely and just. Enron executives paid above market fillips and wages, they awarded unethical behavior and punished good behavior. In a sense many employees would hold tried to make the right thing i.e. execute what was asked of them in their relevant occupation function. While most of these activities were lending to the overall unethical behavior, an employee would moderately obtain their pay and fillip if they performed in a satisfactory or above expected mode. Self-interest nowadayss an underlying job here. While the wage system of any administration should be just and merely, greed and utmost force per unit area to execute presented self-interest drivers that awarded immoral behavior. Rawls ‘ argued that regimented societies are uncommon due to the fact that what is merely and unfair is normally in difference ( Rawls, 2003 ) Robert Nozick ‘s libertarian theory of moralss is similar to Rawls ‘ in that they both believe utilitarianism is a blemished theory due to the importance on the effects of policies and behavior ( Nozick, 1974 & A ; Rawls, 2003 ) . Both indicate that since utilitarianism high spots public-service corporation or contentment, within society, it can non warrant an account of averments such as averments of right which people are free to do upon the actions of others. Consequently, each sets out to develop a political theoretical theoretical account which sufficiently suggests what Nozick depicts every bit, the cardinal Kantian rule that persons are terminals and non simply means ( DeGeorge, 2010 ) . Nozick ‘s theory suggests that people have the right to possess entitlements such as wage every bit long as it does n't decline the place of anyone else ( Nozick, 1974 ) . But if these entitlements were obtained unethically, does this decline the place of anyone else? In one manus people are morally seeking to make the right thing but, in the instance of Cassandra, they finally acquire punished ; she moved to another place being seen as a menace. On the other manus people knew their actions were lending to immoral behavior as self-interest ( greed and force per unit area ) clouded their determination to make what is right. So what are our rights in state of affairss such as the above? The theory of rights can give a HR director penetration into how persons are protected in an ethically right manner. Harmonizing to DeGeorge ( 2010 ) rights are proposed by society which is protected and is given the topmost precedency. Since society endorsees rights they are considered to be ethically right and suited. DeGeorge ( 2010 ) indicates that an single must construe what features of rights are in society, as this can present deductions. The implicit in issue in the instance survey is self-interest. Senior direction is responsible to guarantee that the unity of the controls in the environment determines the effectivity of any control system, including wage, leave entitlements and occupation chances. With mention to Enron ‘s codification of moralss ( 2000 ) ‘dignity and common regard ‘ , for all employees, is a right that the company has promised to esteem and uphold. Clearly, this right was non apparent in this administration. Persons such as Sherron Watkins, Cassandra and Jeff McMahon were non given the right to be treated in a respectful mode as they were moved into different place disguised as publicities. The relevant rights in a concern context to freedom of address were noted by direction, as they gave them a opportunity to show themselves nevertheless, this was rapi dly extinguished. Control systems ( regulations ) may interfere with one ‘s ain ego involvement to win or avoid failure ; controls are intended for precisely that intent. Those who would react to concern force per unit areas by hedging controls will invent principles and tactics to warrant such an equivocation for tactics of disinformation and misrepresentation that they may utilize ( Donnelly, 2003 ) . For rights theory to be practical it must be used in combination with another ethical theory, such as ethical relativism, that will systematically sketch the aims of society. Ethical relativism refers to the rule that there are no normally valid or needed moral criterions as any two persons with differences in civilization, who have different ethical positions, sing an action, could at the same time be right ( DeGeorge, 2010 ) . Beenen and Pinto ( 2009 ) indicated that Jeff McMahon knew that Enron ‘s accounting patterns were unethical while Andy Fastow ‘s belief indicated his manner was ethically right i.e. for the greater good of the company. While both ethical positions are different they are besides both correct. The implicit in similarity here indicates that opportunism for personal addition was the chief driver relative to their different ethical sentiments. DeGeorge ( 2010 ) suggests a clear apprehension of this theory must be carefully dissected when compared with cultural relativism ; as cultural relativism explains the manner people really behave, and ethical relativism recommends how people ought to act. A HR director should admit that differences do n't connote that there are no normally valid moral criterions. It teaches us that persons may non ever hold on what the principals are or should be. Relativism is a stronger claim as defense that there are normally suited moral criterions. It is a theoretical claim about the being of common moral criterions, whether or non people believe in them ( DeGeorge, 2010 ) . Therefore, it must be verified or unproven by theoretical influences. In drumhead, ethical theories need to be examined and measured against one another to undertake the issue of self-interest. No one theory on its ain is genuinely valid, instead a coaction of all theories should be used in order to give a professional ( HR director ) the necessary tools to make schemes and analyze the likeliness of unethical behavior. Enron ignored its ethical codification of behavior, self-interest ( greed and utmost force per unit area ) influenced direction in an unethical mode. For moralss to be adhered to companies necessitate to travel beyond the impression of simple legal conformity and follow values based on organizational civilization. Ethical logical thinking is non natural it ‘s a accomplishment that must be learned and practiced.

Ethics Aids Patients

Can he refuse to assist in this procedure? The dental assistant cannot refuse to assist in this procedure. Besides it being unethical to refuse helping this patient solely because he has AIDS it is also illegal (Anderson, 2009). Dental assistants are bound by a code of professional conduct, adopted in August 2007 by the Dental Assistants National Board. Justice and fairness is one of the codes of conduct. This states the dental assistant has a duty to treat people fairly, behaving in a manner free from bias or discrimination on any basis.All DANB individuals must abide by the code of professional conduct and must maintain high standards of ethics and excellence. Violating this code may result in disciplinary actions and imposition of sanctions as listed below. (DANB CC, 2007) a. deny or revoke the Respondent’s eligibility, certification, or recertification b. suspend Respondent’s certification for a period of time; c. require the Respondent to engage in remedial educati on and/or training, or to perform community service; d. require the Respondent, if Certified, to participate in a mandatory audit of continuing education for a period of time; e. ecommend that DANB take legal action against the Respondent; f. assess a disciplinary fine; or g. take a combination of any of the above actions or such other action that may be deemed appropriate in the particular circumstances. (DANB DP, 2007) The dental assistant has a moral obligation to the patient and his colleagues to treat this patient as he would any other patient. The golden rule is always a good motto. Do unto to others as you would have them do unto you. His professionalism will be questioned as well.If he refuses to assist in the procedure, he puts the dentist and the dental practice in a position where they also could be sued for discrimination under the ADA Act of 1990 and the Rehabilitation Act of 1973. 2. What role would risk-management play in this case? â€Å"Risk management would play t he role of identifying, analyzing and evaluating the risks and selecting the best method to deal with them†(Towsley-Cook, 2007). In this case, identifying there may be a risk of transmitting AIDS along with the chance the patient may not receive high quality patient care.Taking this into account the risk manager must make sure that staff is educated and trained in universal precautions (standard precautions). Staff that is educated is less likely to have misconceptions about HIV, the transmission of it and have a more positive response to those with HIV. Standard precautions are a set of infection control practices used to prevent transmission of diseases that can be acquired by contact with blood, body fluids, non-intact skin (including rashes), and mucous membranes.These measures are to be used when providing care to all individuals, whether or not they appear infectious or symptomatic (Borlaug, 2010). Universal (standard) precautions involve hand washing and the use of prot ective barriers such as gloves, gowns, aprons, masks, or protective eyewear which can reduce the risk of exposure of the health care worker's skin or mucous membranes to potentially infective materials (Department of Health, 1999). Practicing standard precautions addresses the risk of transmitting AIDS and making sure the patient receives high quality of care along with avoiding losses that may incur from either of these issues.Using these precautions assures all patients, regardless of whether they have an infectious disease or not, receive the same high quality of care. Patients that receive quality health care are more likely to be satisfied and remain patients at the facility and not sue the facility. 3. How does the† antidiscrimination statute† apply to this case? The antidiscrimination statute in this case refers to AIDS discrimination (refusing to treat a person with AIDS) being illegal throughout the United States under the Americans with Disabilities Act of 1990 and the Federal Rehabilitation Act of 1973(Towsley-Cook, 2007).Antidiscrimination statutes are in place to make sure that no person on the grounds of race, color, national origin, disability (AIDS is considered a disability); socioeconomic status, religion or creed will be denied the benefits of medical treatment or be subjected to discrimination(Towsley-Cook, 2007). This doesn’t just apply to medical treatment but for this case it does. 4. Describe which ethical† school of thought† you would subscribe to as it relates to this case and why. I would subscribe to the virtue ethics school of thought in this case.Choosing to assist in the procedure is the morally right thing to do. We know that using standard precautions virtually eliminates any chance of getting AIDS in this case. By eliminating the fear of getting AIDS, the concentration can now be on helping the patient. Also, the consequences for not helping could be detrimental to the patient, the dental assista nt, the dentist and the facility. So it is â€Å"incorporating both teleology and deontology to solve this ethical dilemma†(Towsley-Cook, 2007).We choose to do the right thing and also take into consideration the long term consequences of the action.Anderson, B. A. (2009). Op-ed hiv stigma and discrimination persist even in health care. Virtual Mentor american medical association journal of ethics, 11(12), Retrieved from http://virtualmentor. ama-assn. org/2009/12/oped1-0912. html DANB. (2007). Retrieved from http://www. danb. org/PDFs/CodeofConduct. pdf DANB. (2007). Retrieved from http://www. danb. org/PDFs/DisciplinePolicies. df Department of Health and Human Services, Centers for Disease Control and Prevention. (1999). Universal precautions for prevention of transmission of hiv Atlanta,GA: USA. Gov. Retrieved from http://www. cdc. gov/ncidod/dhqp/bp_universal_precautions. html# Borlaug, G. (2010, July 12). Standard precautions. Retrieved from http://www. dhs. wisconsin. g ov/communicable/InfectionControl. htm Towsley-Cook, D. M. , ; Young, T. A. (2007). Ethical and Legal Issues for Imaging Ethical and Legal Issues for Imaging, (2nd ed. ), St. Louis: Mosby, Inc. ,

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International Legal and Ethical Issues in Business Essay - 3

International Legal and Ethical Issues in Business - Essay Example Indeed, it is the global market leader in various pharmaceutical fields especially in hormonal contraception and crop protection (Bayer, 2010). Bayer is among the few multinational enterprises that have diversified their pharmaceutical production business with other ventures. The company has been under pressure from its investors to follow the example of ICI that divested its pharmaceutical arm Zeneca, in bid to strengthen the company’s drug business and free it from the cyclical nature of Bayer’s other chemical businesses (Rugman, 2005, P.128). The Bayer group is managed through holding of four product-oriented companies - Bayer healthcare, Bayer chemicals, Bayer crop science and three service industries (Bayer Technology Services, Bayer Business Services and Bayer Industry Services), with each company being managed independently in efforts to improve individual primary competencies (Rugman, 2005, P.129). Bayer Group business units are mainly concerned with researching the possible market demands, embarking on marketing campaigns, and taking the required product to the market, with most units concentrating on a single business of the Bayer businesses. Its FSAs includes the drugs in pre-clinical trials, R&D labs, and the patented products (Bayer, 2010). Challenges and legal barriers Bayer pharmaceutical companies face many challenges in the global market especially from generic drugs companies, thus Bayer is among the strong global advocate against generic-drug and will go to any high length to delay the introduction of the lower priced generic drugs to the market. These challenges includes: first, there are global campaigns to push domestic companies to excel internationally, leading to changes in patent legislation that might affect the length of life of the patented products FSA or the benefits that Bayer may accrue as a result of that FSA (Rugman, 2005, P.129). Secondly, the generic brand companies infringe its patent right; for example, in Oc tober 2001, the generic manufacturer Apotex, accepted an order from the Canadian government to supply Cipro, an anthrax fighting drug in violation of Bayer’s rights (Rugman, 2005, P.129). Additionally, â€Å"an Indian court on 9 February 2010 declined Bayer’s latest attempt to introduce new measures to prevent generic competition in India; Bayer was trying to install a new barrier to generic competition by delaying the approval process that generic drugs are subject to following in order to be sold in India; by delaying the registration until after patent expiry would have prevented timely entry of new competitors, and extend the monopoly of the sole patent-holding manufacturer† (MSF, 2010). This scenario has been witnessed in other countries such as Thailand. Bayer’s argument was based on well-recognized international trade convection of TRIPS-Plus patent rules. These are rules â€Å"that are intended to broaden the scope and prolong the period of monop oly while still maintaining the high prices of the patents holders by offering the patent holders exclusive rights to the market without any introduction of generic drugs to the new market until their patent expires† (Melendez-Ortiz & Roffe, 2009, P.164). Lastly, generic-drugs offer unfair competition to the patented drug since they are produced cheaply and are lowly priced thus offering hyper competition in the global mar

Resource File and Personal Theory Paper Essay Example for Free

Resource File and Personal Theory Paper Essay Behavior Person-Centered Theory is a theory that focuses on the individual person and the behaviors (appropriate and inappropriate) so that not only will the person be independent of self esteem issues but, he or she will learn behaviors that promote positive attitudes. Instead of just looking at the behaviors this theory, looks at the person as a whole (the behaviors positive and negative, his or her feelings about themselves and the people around him or her, and the triggers that make him or her behave in negative ways. I believe in this theory because it does not just focus on one aspect of the person such as the negative behaviors and triggers, it looks also looks at the positive behaviors and triggers. By doing this you are able to learn what makes a person react the way he or she does and if the actions are deliberate or if the actions are true reactions to the situations or stimuli. Some people have a tendency to show you what they think you want to see or hear (manipulation) but if you learn what actions trigger what reactions (good and bad) you can teach the individual how to avoid those situations or stimuli. The theorist and theory that I relate to the best is Yalom and the interpersonal group therapy. I relate to this theory because it focuses on problems in current relationships and situations while examining the ways in which those particular problems are reflected within the members of the group. It is always important for patients to know that he or she is not the only person going through the kinds of situations the patient may be facing. When a patient learns that he or she is not alone in the world (concerning the types of problems being faced) it allows the patient to better relate and discuss what it is he or she is going through and as a group solutions can be developed. What surprised me the most about the theories learned in class was that a single  theory can treat more than one problem or person. I always believed that everyone was subjected to the same theory no matter what the situation was. I was also surprised to learn that not all people are placed in in-patient facilities if the doctor feels that something else should be done. This was very apparent in the case where the lady whose husband was cheating on her, tried to kill herself numerous times and the doctor decided to treat her as an outpatient instead of committing her. Since being in this class, I have learned that not all theories apply to all people and situations. One theory can be used to treat a multitude of people and situations. Not all people are committed for actions some may deem psychotic it is up to the attending physician whether or not the person is committed to a facility.

Glucose Improves Listening Span Essay Example for Free

Glucose Improves Listening Span Essay This study was conducted to see the consequences for listening comprehension by examining the effects of a glucose drink on performance. The researchers predicted a hypothesis. The hypothesis being that listening span will be sensitive to glucose consumption. Students who fasted overnight would improve after drinking a glucose drink, where the placebo drink would not improve performance after fasting. The hypothesis was supported. There was an alternate/ research hypothesis used in this study. The independent variable was the glucose and the placebo that was being used in the study. It also shows that there was a difference between the two groups being tested. The numbers show that the glucose level was higher when real sugar drinks were being used. The data was collected by physical measures. They took a convenience sampling of eighty A- level students from two colleges. Within the sample there were 44 males and 36 females. The participants were asked to report to a specific room at 9 a. m. No more than 10 were in each room within a particular college. They were randomly assigned either the glucose or placebo group (they were unaware of any distinction). They were administered a version of the Listening Span Test. The students listened to a series of sentences. Then on a response sheet, they would record whether the preposition in each sentence was true or false. Then the students were required to write down, in forward serial order the last word in each sentence. After completion there was a twenty minute interval. Students were given orange juice to drink. One group got real orange juice; the other was given a placebo drink to emulate orange juice. They were then given a different version of the Listening Span Test. Researchers took ten samples of blood; five from placebo and five from glucose group. There wasn’t a difference in the taste of the beverages that was given to the students, even though one drink had 50 grams of glucose and the placebo contained the 2 grams of sweetex in place of the glucose. There was a clinically trained staff member that handled all of the sampling as well as the disposal of the materials that was being used to conduct the study. The students that took part of this study gave three blood samples before the drinks were consumed, and three more samples of blood was required 20 minutes after the Listening Span Test was given for the second time. They used the experimental method to analyze the data, using the glucose drink and placebo drink as an independent variable compared to the test scores as the dependent variable. The researcher controlled as much as possible to determine the cause and effect relationship exists between the variables being studied. The research design was quantitative due to the data analysis and cannot take place until all data had been collected. The researcher starts with a hypothesis for testing, observes and collected the data, analyzes the data, and drew conclusions. There was a statistical significance found when comparing listening span test score of 2. 4 before the drink to 3. 1 after the drink. In examining the data collected, the corollary effects shown were the scores showed improvement in the glucose group after receiving the drink compared to no performance difference before the drink was consumed. Controlling blood sugar is very important because sugar is used as a fuel, but cannot be stored; it is broken down and released into the blood stream. Every person’s glucose levels are different; this test was done on healthy students that had never been diagnosed with having any problems with high glucose/sugar levels. If it had been done on some people that had been diagnosed with diabetes and some that are in good health, the results would have been much higher. There was a factor that could affect the internal validity of the study. The pancreas could affect blood glucose levels; because when blood sugar drops it releases glycogen from the liver. So after the fasting the body its self would release glycogen into the bloodstream. Therefore they could not present a clear relationship between blood sugar level and cognitive capacity. What we did learn was the brain uses glucose as its fuel. The glucose levels of the students that did participate in the study stayed the same, and the listening span did improve after the consumption of the glucose drink. There was no difference or change in the listening span of the students that had beverages containing saccharine. Fasting also played a role in this study; it helped improve the listening span after the students received drinks that contained real sugar (glucose). The purpose of using the Listening Span Test was to measure the capacity of verbal memory. Sentences were read to the students the longest was six sentences long. This was done to determine how much the students could comprehend in a short period of time. In conclusion the research showed a modest increase in listening span performance after a glucose drink was taken. It was preferable for students to eat a nutritious breakfast but if not the students could consume a convenient form of glucose to elevate blood sugar levels that suggests a relationship between glucose drink and improvement level of performance. This conclusion falls into explanatory use. It meets guidelines such as having a dependent and independent variable, a control group and experimental group. This study showed a clear cause and effect relationship due to the increase in listening span after drinking the glucose. All students were given guidelines to follow before the test was administered and was randomly selected from their local colleges. While the study had merit, the potential threat to the internal validity needs to be addressed. How much did the pancreas contribute to raising the glucose levels in the body?

Skopos Theory of Translation

Skopos Theory of Translation 1. Introduction With the development of world economy and accelerating globalization, more and more companies have realized the significance of translating English trademarks. Trademark is a very special type of practical writing with high commercial value. The translation of English trademark names belongs to a kind of cultural communication with special purposes. A successful translation should be able to convey the current information of the commodity, attract the foreign consumers attention, stimulate their purchasing desire and promote their buying action. However, the traditional equivalence theory turns out to be increasingly inadequate and the rigid faithful translation will often produce negative effect. The Skopos theory has presented a new perspective to the study of trademark translation. With the guidance of this theory, the translator could use translation strategies flexibly to achieve the purpose of embodying the trademarks function. This thesis uses a lot of examples to put forward some techniques such as literal and free translation. And it also emphasizes that a translator should not only try his or her best to express the native connotation, but also keep in mind the adaptation to foreign culture. Only by doing so, can translation fulfill the purpose of the trademark? With increasing globalization of the world economy, more and more commodities spring up like mushrooms. As to win a superior place in an extremely competitive market, or a commodity, besides the high quality and a moderate price, its trademark name is also a vital factor. Billions of dollars are spent each year in efforts to make the public familiar with the name of the products which manufacturers are selling. Companies advertise by emphasizing the trademarks on television, radio, newspapers, magazines, etc. Customers can get a general idea or even the nature of the commodity. Those easy to read, understand and memorize can always stimulate customers purchasing desire and bring companies a great success and fortune from what they are striving as much as possible to sell. So a fine trademark name translation comes to play an important role in promoting the products and will earn more money than a common translation in the course of sales. Admittedly, translation is a very complex sub ject. By far, there have been many linguists who have carried on the research of equivalence theory-faithfulness, expressiveness and elegance. But these standards, however, are not completely fit to the translation of a trademark name. The main reason is that each language has its unique linguistic features and versatile cultural backgrounds, customs and thinking patterns, there hardly exists absolute equivalence, especially in the case of Chinese and English, which are from two completely different language families. For example, the faithfulness may not be reached by using only several simple English words. There are also many outstanding linguists abroad doing research in this field. The Skopos theory, put forward in Ground-work for a General Theory of Translation (an article) by Reiss, Vermeer in 1984, emphasizes the functionality to achieve purpose of the target text in the target culture. Skopos theory was developed in Germany in the late 1970s, and which reflects a general shift from predominantly linguistic and rather formal translation theories to a more functionally and socioculturally oriented concept of translation. Skopos theory takes seriously factors which have always been stressed in action theory, and which were brought into sharp relief with the growing need in the latter half of the twentieth century for the translation of non-literary text types. In the translation of scientific and academic papers, instructions for use, tourist guides, contracts, etc, the contextual factors surrounding the translation cannot be ignored. These factors include the culture of the intended readers of the target text and of the client who has commissioned it, and, in particular, the function which the text is to perform in that culture for those readers. Skopos theory is directly oriented towards this function. Translation is viewed not as a process of transcending, but as a specific form of human action. Like any other human action, translation has a purpose, and the word skopos, derived from Greek, is used as the technical term for the purpose of a translation. Skopos must be defined before translation can begin; in highlighting skopos, the theory adopts a prospective attitude to translation, as opposed to the retrospective attitude adopted in theories which focus on prescriptions derived from the source text.(Baker, 2004: 235) In the article Reflections on Certain Methods of Translation based on functional concept of translation, Chen Xiaowei pointed out the concept has provided theoretical basis for some translation practices used to be considered against the existing criteria of translation methods, such as abridgment and adaptation(Chen X iaowei, 2000).Yang Xiaorong(2001) also called for more attention to contemporary translation theories such as functionalist approach to translation. She stated in her article Traditional and Modern Perspectives on Translation Criticism that by emphasizing the role played by the receptor, the translator and the cultural factors in the process of translation, functionalist approach is able to present a dynamic and multi-dimensional perspective on translation criticism. In this thesis, the background and development of this approach as well as its basic concepts are discussed in light of their applicability in advertisement translation. In terms of Skopos theory, translators are encouraged to make full use of all the sources of the source text and are entitled to choose whatever translation strategies he thinks appropriate to achieve the functions of the translation. That is what we call the end justifies the means. Li Yuxiang (2006), a researcher of Tongji University, stated in her pa per that brand name translators should not only be well aware of the linguistic and cultural differences between source language and target language, but also be quite knowledgeable about marketing, psychology and aesthetics as well as full of imagination and creativity. In the course of translation, the translator should pay attention to the adaptation to many aspects and should be highly imaginative. As such, the functionalist approach can offer a satisfactory explanation to the unconventional strategies applied in trademark translation, which the traditional equivalence-based theory fails to account for. The body of this thesis is divided into six parts. At the very beginning of the introduction, the thesis presents the background, rationale, objectives, methodology and the organization of the thesis. Chapter 1 introduces the description including definition, characteristics and functions of trademark. Chapter 2 studies the Skopos theory and more attention will be paid to three rules which are skopos rule, coherence rule and fidelity rule. Chapter 3 analyzes the guidance of Skopos theory in English trademark translation with the proof of some instances. Chapter 4 exerts many examples to work out some applicable English trademark translation strategies or approaches based on the Skopos theory. Chapter 5 comes to conclusions, which gives the main findings about this thesis, identifies limitations of the present study and makes suggestions for future research. 2. The introduction about trademark 2.1 The definition of trademark There are a lot of definitions about trademark. In Wikipedia, trademark means conventionally a distinctive sign of some kinds, whether that sign comprises a name, word, phrase, logo, symbol, design, picture, styling or a combination of one or more of these elements. A trademark is used by a business to identify itself and its products or services to consumers, and to set itself and its products or services apart from other businesses. A trademark is a type of intellectual property, and in particular, a type of industrial property. Longman Dictionary of Contemporary English (4th Ed) provides a definition like this: a special mark on a product to show that it is made by a particular producer; a thing that is typical of a person or company. A trademark is defined by law as any sign that distinguishes the goods or services of one undertaking from those of another. Most trademarks are words, names or logos but more fancy trademarks include shapes, sounds and even smells. So long as your trademarks are capable of graphic representation, they can be capable of protection. Taking into account of all these explanations, trademarks can be defined as this: they are any word, term, name, symbol, or device, or any combination thereof that are used in commerce as brand names, domain names, tag lines, slogans, non-functional and distinctive packaging and labeling designs, etc. to indicate the source of goods or services and differentiate the products or services from those of the other. That is to say, a trademark has the characteristics of describing the features of a commodity; making the commodity more distinctive; assisting the consumers to memorize the products; conforming to the images of commodity as well as company and arousing customers associations about beautiful things. 2.2 The functions of trademark 2.2.1 Origin Function A trademark helps to identify the source and those responsible for the products and services sold in the market as it includes the materialistic and abstract components of the product and reflect its marketing capabilities. Specifically, a trademark, the distinctive sign or indicator of some kind, used by an individual, business organization or another legal entity assists consumers to uniquely identify the source of its products or services, and to distinguish its products or services from those of other entities. So a trademark could guarantee the identity of the origin of marked goods or services offered to each consumer or end user by enabling the latter to distinguish, without any possibility of confusion, the origin of the goods or services in question. 2.2.2 Quality Function Consumers choose a particular trademark for its known quality. Trademarks have the functions of guaranteeing and improving the quality of products. Therefore, quality means the foundation of a trademarks reputation which convinces the consumers to buy that kind of commodity. The goods which are cheap in price and high in quality will meet the consumers objective needs and mental consumption, and establishing the good prestige for the trademark could win the consumers trust. Naturally, the market of products would be expanded and good economic returns for the enterprises would also be yielded. Once establishing the image in buyers mind, the manufacturers and sellers would do their utmost to ensure the quality, maintain the good faith of the well-known products so as to achieve obvious economic benefits. 2.2.3 Advertising Function Trademarks play an important role in advertising. A trademark enables consumers to choose goods and services with ease under the influence of continuous advertising. As shown in the above, a trademark is the symbol of a product, distinguishing the commodity from another and making them easier for consumers to memorize, which is a very important part of the advertisement of the product. A good trademark should be simple and memorable, so it can, to some degree, influence and arouse their desire to buy the product. It is not uncommon for a customer to refuse to buy a certain product merely because of his or her dislikes of the trademark. Besides, via the media, including radio, television, newspapers, magazines and the Internet, enterprisers give wide coverage to trademarks in order to deeply impress the consumers, stimulate their interests to buy their products, at last, fulfill the purpose to advertise the product and create an image in the mind of the ultimate purchaser. 2.2.4 Marketing and Economic Function A successful trademark can promote the international trade to attain the goals of boosting its market share. Served as the crucial tool to gain and dominate the market, trademark especially the famous one plays the significant role in opening up an outlet and occupying the global market. Now, with the development of international business, the higher reputation of a trademark means the better quality of the product. Even the same products have different prices because of different trademarks; of course, the profits brought by goods are also different. Thus, its clear that a well- recognized trademark has a better competitive power in markets. Established trademark is a valuable asset. A trademark indicates competition, for its function is to distinguish one product from another, meanwhile, it is created by use, and remains valid only as long as it is used. For many manufacturers, the trademark is what turns people into customers. Perhaps money has been invested in advertising, or people have learned of the business through word of mouth. But no company would want to see another company opened up with a similar name and people got confused. If that really happened, the former one might very well lose potential or existing customers to the new company. It is the common sense that a famous trademark, even in tough economic times, strongly influences purchasing behavior as consumers would make more careful decisions, and often revert to tried and trusted brands. Today the trademarks may be licensed or franchised. It can be concluded that the ultimate purpose of advertising is to persuade consumers to buy a certain product or service. The main functions in advertising at least include conveying information and persuasion. To describe it specifically, the basic functions of trademark are to present some information about goods, services or ideas to the public and influence and persuade people to make choices, at last to take some actions, especially to purchase the products. 3. Skopos theory 3.1 A brief introduction to Skopos theory Skopos is the Greek word for aim or purpose and was introduced into translation theory by Hans J. Vemeer as a technical term for the purpose of a translation and of the action of translating by Jeremy Munday. (Munday, 2001: 65) In Vermeers approach, every translation is directed at an intended audience, since to translate means to produce a text in a target setting for a target purpose and target addressees in target circumstances.(Nord, 2001: 12) According to Skopos theory, any form of translational action, including translation itself, may be assumed as an action which is intentional and purposeful, and the prime principle determining any translation process is the purpose (Skopos) of the overall translational action.(Nord, 2001: 27) Skopos theory queries the primitive theory that centers on original texts. It explains the action of translation from a brand new angle. Faced at aiming system, it is a descriptive and standard combined theory.(Zhang Nanfeng, 2004: 121). 3.2 The development of Skopos theory The functionalist translation theory was developed in the 1970s in German. The main contributions and the contributors are Katharina Reiss with her functionalist translation criticism; Hans J. Vermeers Skopos theory and its extensions; Justa Holz-Manttaris theory of translational action and Christiane Nord. They are all German scholars, so we call it German school of functionalism. (Nord, 1997:4) Early in 1971, in her book Possibilities and Limits of Translation Criticism, Reiss develops a model of translation criticism based on the functional relationship between source and target texts.(Nord, 1997:5)To her, TL text should be equivalent to SL text in terms of conceptual content, linguistic form and communicative function. So obviously, she still took equivalence as her basis. However, in real life she found that sometimes equivalence was not possible and not even desired in some cases, for example, when the target text is intended to achieve a purpose or function other than that of the original. In such situations, she thinks that the functional perspective takes precedence over the normal standards of equivalence. Then translation critic can no longer rely on features derived from source-text analysis but has to judge whether the target text is functional in terms of the translation context. (Nord, 1997:9) Then, Hans Vermeer made a breakthrough by putting forward his famous Skopos theory which is regarded as the landmark of functionalist approach to translation. Vermeer maintained that linguistics alone could not solve all the translation problems. Thus he put translation in a broader human context, embedding the theory of translation in a theory of human action or activity. He considers translation as a type of human action, which is an intentional, purposeful behavior that takes place in a given situation; it is part of the situation at the same time as it modifies the situation.(Nord, 1997:11)Thus Vermeer calls his theory Skopos theory. Actually, Skopos theory is the theory that applies the notion of Skopos to translation. Manttari goes one step further than Vermeer. She even avoids using the term translation in the strict sense. She prefers to speak of message transmitters, which consist of textual material combined with other media such as pictures, sounds and body movements. In her model, translation is defined as a complex action designed to achieve a particular purpose. The generic term for the phenomenon is translational action. The purpose of translational action is to transfer messages across culture and language barriers by means of message transmitters produced by experts. (Nord, 1997:13) Afterward, Nord summarized all these theories and made them more comprehensive by her book Translaitng As a Purposeful Activity-Functionalist Approaches Explained. 3.3 Three rules of the Skopos theory 3.3.1 The skopos rule In Vermeers skoposthorie, the top-ranking rule for translation is the Skopos rule. The term Skopos usually refers to the purpose of the target text. (Nord, 2001: 28) translational action is determined by its Skopos: that is the end justifies the means (Reiss and Vermeer 1984:101) Vermeer explains the Skopos rule in the following way: Each text is produced for a given purpose and should serve this purpose. The Skopos rule thus reads as follows: translate/interpret/speak/write in a way that enables your text/translation to function in the situation in which it is used and with the people who want to use it and precisely in the way they want it to function. (Nord, 2001: 29) Translation is normally done by assignment. A client needs a text for a particular purpose and calls upon the translator for a translation, thus acting as the initiator of the translation process. In an ideal case, the client would give as many details as possible about the purpose, explaining the addressees, time, place, occasion and medium of the intended communication and function and which the text is intended to have. The information would constitute an explicit translation brief which means translation commission or translation assignment. (Nord, 2001: 30) BMW was an acronym for Bayerishe Motoren Werke (the German famous auto companys name). It has no meaning but shows the place where the car come form. (Chen Dongcheng, 2008)The translation of à ¥Ã‚ ®Ã‚ Ãƒ ©Ã‚ ©Ã‚ ¬ is known to many Chinese customers. Because B and M are pronounced like à ¥Ã‚ ®Ã‚ Ãƒ ©Ã‚ ©Ã‚ ¬ in Chinese, which à ¥Ã‚ ®Ã‚  means precious and à ©Ã‚ ©Ã‚ ¬ (horse) tells that it is an automobile as à ©Ã‚ ©Ã‚ ¬ is one means of transportations in ancient China. So it can reach the purpose of arousing the customers association of the swift horse and implies this kind of cars can go a long way with a high speed. 3.3.2 The coherence rule This rule emphasis that the translation must be adequately coherent to allow the intended users to comprehend it, and provide them assumed background knowledge and situational circumstances. What the translator can do, and what he should do, is to produce a text that is at least likely to be meaningful to target-culture receivers. In Vermeers terms the target text should conform to the standard of intratextual coherence (Reiss and Vermeer, 1984: 109). This means the receiver should be able to understand it; it should make sense in the communicative situation and culture in which it is received. A communicative interaction can only be regarded as successful if the receivers interpret it as being sufficiently coherent with their situation. Accordingly, another important rule of Skopos theory, the coherence rule, specifies that a translation should be acceptable in a sense that it is coherent with receivers situation. (Reiss and Vermeer, 1984: 113) Safeguard, a brand for soap and bathing lotion, means security and guardian. It is transliterated as à ¨Ã‹â€ Ã¢â‚¬â„¢Ãƒ ¨Ã¢â‚¬Å¡Ã‚ ¤Ãƒ ¤Ã‚ ½Ã‚ ³. Here à ¨Ã‹â€ Ã¢â‚¬â„¢ means comfort, à ¨Ã¢â‚¬Å¡Ã‚ ¤ means skin and à ¤Ã‚ ½Ã‚ ³ means good quality. So this translation will leave the impression on people that this soap or lotion with good quality can bring comfort to the skin. Furthermore, Chinese people will have a basic conception about what kind of product it is and understand it very well when they first saw the translation. 3.3.3 The fidelity rule This rule touches upon the relationship between the source-text and target-text. Vermeer calls this relationship intertextual coherence or fidelity which is fidelity rule. (Reiss and Vermeer, 1984: 114) In Skopos theory, the source-text is not so crucial in the position of offering information especially in equivalence-based theories. Intertextual coherence should exist between source and target text, while the form it takes depends both on the translators interpretation of the source text and on the translation Skopos. (Nord, 2001: 32) The fidelity rule stresses that some relationship must remain between the target-text and source-text once the overriding principle of Skopos and the rule of coherence have been satisfied. Crown(the trademark of a car)is translated literally into Chineseà §Ã… ¡Ã¢â‚¬ ¡Ãƒ ¥Ã¢â‚¬  Ã‚   whether it is in English or in Chinese. Crown andà §Ã… ¡Ã¢â‚¬ ¡Ãƒ ¥Ã¢â‚¬  Ã‚  both represent the superior social status,. The Chinese version can well express that the car is in good condition, the style is grand and the quality is first-rate. It is faithful to its original meaning of the brand which is and will undoubtedly be accepted by the consumers in China just the same as in the original country. The three rules are organized based on their status. The fidelity rule is considered as the subordination to the coherence rule. Both of them are subordinate to the Skopos rule. Hence, the purpose of translation is the first concern for the translator. If the Skopos requires a change of function, the standard will no longer by intertextual coherence with the source text but adequacy or appropriateness with regard to the Skopos (Reiss and Vermeer, 1984: 139). 4. The guidance of Skopos theory in English trademark translation As the statement in the first chapter about the functions of trademark, the translation of English trademark should attract the consumers attention, raise their interest, stimulate their desire, improve their memory and promote their action. The Skopos theory believes that the translating purpose decides the translating strategies and methods. As the translation of English trademark names is a project which has particular purposes, the Skopos theory is very suitable to the translation of English trademark names. 4.1 The Purpose of Embodying Characters of Commodity The translation of an English trademark should endeavor to provide as much as information about the commodity for consumers. The translation should transmit the commoditys positive information to attract the consumers attention and raise their interest. Take Rejoice for example, it is translated to beà ©Ã‚ £Ã‹Å"à ¦Ã… ¸Ã¢â‚¬ in Chinese. The translation has pretty well expressed the information of the goods. From the name, consumers can get the information that the commodity may be something about flowing locks or gentle and smooth hair, because à ©Ã‚ £Ã‹Å"and à ¦Ã… ¸Ã¢â‚¬ often have been used to describe the feature of hair. So the consumers attention will be attracted by the goods immediately when they see the name. Surely enough, their interest is aroused and they will be willing to see some more elaborate information about the goods. So the translation of an English trademark should express information to demonstrate the characters of a commodity. 4.2 The Purpose of Identifying Commodity We know that one commodity has its distinctive character. A good trademark should represent the commodity and shows its uniqueness. If a name is distinctive enough to catch the consumers attention, it has been endowed with the discerning function. Then in a consumers memory, this distinctive name will be the most deep-going one. Of course, the purchasing action could be stimulated. For instance, two commodities both have the same English trademark called Liberty. Actually, one product is a sportswear and the other is a carpet. In China, the former one is à ¨Ã¢â‚¬ ¡Ã‚ ªÃƒ §Ã¢â‚¬ Ã‚ ± and the latter one is à ¥Ã‹â€ Ã‚ ©Ãƒ ¥Ã‚ ®Ã‚ Ãƒ ¥Ã…“ °. à ¨Ã¢â‚¬ ¡Ã‚ ªÃƒ §Ã¢â‚¬ Ã‚ ± means free and it can arouse the feelings of leisure and casualness which accord with the style of the cloth. à ¥Ã‹â€ Ã‚ ©Ãƒ ¥Ã‚ ®Ã‚ Ãƒ ¥Ã…“ ° conveys that this kind of carpet is good to protect the consumers precious plot. Besides, à ¥Ã‚ ®Ã‚ Ãƒ ¥Ã…“ ° is the propitious word popular with Chinese customers. 4.3 The Purpose of Stimulating Consumers Purchasing Desire All the advertising campaign of a commodity is advancing towards to one destination to move the consumers to buy the products. The trademark as a means of publicizing ways, its translation should serve the purpose, too. Carrefour is a foreign invested supermarket in China. Its Chinese version of à ¥Ã‚ ®Ã‚ ¶Ãƒ ¤Ã‚ ¹Ã‚ Ãƒ §Ã‚ ¦Ã‚ , tells us each family can enjoy happiness and pleasure in this supermarket. When seeing this name, they may go it and buy something there. This translation, making use of consumers purchasing psychology, has successfully appealed to consumers and has cleverly stimulated their purchasing desire. Therefore, the translation of a trademark should be able to stimulate consumers buying desire. 4.4 The purpose of adaption to the customers culture The famous British anthropologist E. B. Taylor (1871) defines culture as a complex whole that includes knowledge, belief, art, law, morals, customs and other capabilities and habits acquired by man as a member of society.(Danesi Perron, 1999: 3) because trademark, obviously is part of the culture, so its translation, to a great extent, is influenced by culture. Foreign commodities trademarks inevitably contain different cultural characteristics. When they enter the Chinese market, they will mainly face Chinese consumers. Whether they can win the market share and the favor of Chinese customers depends greatly on their translation. Even they enjoy global fame, it will still be difficult for Chinese consumers to accept if they dont have impressive translations into Chinese. A good translation will have enormous impact, though invisible, on consumers mentality. (Bao Huinan, 2001: 281) For truly successful translating, biculturalism is even more important than bilingualism, since words o nly have meanings in terms of cultures in which they function. (Nida, 1993: 110) hence, to contribute to the function of trademark, the translation must fulfill the purpose to go with the culture of customers. Dragon means devil in western culture, while in Chinese culture, dragon(à ©Ã‚ ¾Ã¢â€ž ¢) is the symbol of power and heavenliness is something sacred and has been referred to as the ancestor of the Chinese nation, so Chinese people have a special preference for this animal which does not exist. Citroen, a French-made car brand, is translated into à ©Ã¢â‚¬ ºÃ‚ ªÃƒ ©Ã¢â‚¬Å" Ãƒ ©Ã‚ ¾Ã¢â€ž ¢ to adapt the customers culture in target market. 5. Translation strategies based on Skopos theory Skopos theory considers translation as a complicated interactive behavior. The aim of translation is often determined after counsel between client and translator. It is the initiator or its agent who makes differences. They give explanation of time, place, situation, intermediary, aim as well as readers and function of translation. According to the specific translation requirement such as the writers interactive intention and expectation of the translated texts, as well as social knowledge background, interactive need of readers, etc. translator can determine any translating tactics, and does not have to care about the equality of translated text to the original text, for which would weaken the translated texts interactive function in the environment of target language. Therefore, with the guide of translation purpose, the translator can consider the relative factors comprehensively and then decide the most suitable method. Approaches can be adopted by translators if it can realize t he expected purpose well. The translator can change properly according to the connotation meaning of a trademark name. If it is transformed appropriately, it can be full of wit and humor. The consumers will certainly be attracted by such kind of a trademark names. So the realistic standard of trademark translation is whether it is recognized and accepted by consumers who would buy the products finally. Therefore, based on the Skopos theory, translation strategies are not restricted. According to the contents mentioned above, we can emphasize that the purpose changes with the consumer varies. (Wang Jianhui, Hu Dongping, 2007) Translators can take any appropriate tactics in order to achieve different goals. (Yin Xiaohong, 2006:171) As discussed above, the successful translation of brand names refers to lots of factors. Among them the most important is the flexible employment of translation methods in practice. In this part, the author will focus on two main methods, the most common and practical used strategies, in brand name translation. They are literal translation and free translation. 5.1 Literal translation The so-called literal translation in this paper is equivalent to Newmarks semantic translation, which attempts to render, as closely as the semantic and syntactic structure of the second language allow, the exact contextual meaning of the original.(Newmark, 1988: 39). Literal translation involves translating meanings literally, keeping both the original form and the original sense. It is the primary way of trademark translation. It can better convey the original information of the product, indicate the authors original wish, and can keep the conformity with the brand designs. There are many popular trademarks translated in this way around us. Although it is not feasible for every one to be translated literally, literal translation is still put to use by translators. The translation of an electronic appliance brand, Pioneer intoà ¥Ã¢â‚¬ ¦Ã‹â€ Ãƒ ©Ã¢â‚¬ Ã¢â‚¬ ¹can convey to the customers the message that it is the pioneer of the electronic appliance industry. Microsoft, the American software giant company, also adopts literal translation to register its Chinese brand. Translating Micro as à ¥Ã‚ ¾Ã‚ ® and soft as à ¨Ã‚ ½Ã‚ ¯ successfully transmit the implied meaning: a basic, tiny and delicate software. Mr. Juicy was translated as à ¦Ã… ¾Ã…“à ¦Ã‚ ±Ã‚ Ãƒ ¥Ã¢â‚¬ ¦Ã‹â€ Ãƒ §Ã¢â‚¬ Ã… ¸, can give customers a very clear idea that it is a fruit juice brand while at the same time it forms a cartoon image in peoples mind. 5.2 Free translation The free translation is also one of the most important techniques in the course of translating Chinese trademark names. We knew that literal translation would not achieve a perfect trademark translation all the time. Free translation is more complex and flexible. Free translation mostly could avoid the rigid feeling, comparing with mechanical transliteration. In fact, it is the translators imagination that is making an important impa

Conflict in the Twilight :: history

Conflict in the Twilight When has war ever been fair, just or necessary? Yet, we all wage wars. In my opinion all wars are a result of the breakdown of the rules of society which leads to the polarization of sensibility and reason. The root cause of the problem is usually trivial compared to the consequential disaster. No reason can warrant the taking of precious innocent lives; yet wars take place despite the wisdom and the best efforts of the human race, almost as if they are preordained. I don’t believe they are preordained, but they are certainly bred. As we are taught right from wrong each one of us builds an ideology based on teachings and experiences. This ideology, which is ideally meant to make one a better human being, becomes the reason for conflict when one is rigid and applies one’s standards onto others. As soon as the first bullet is fired both sides are on a roller coaster and they live off a mixture of ego, righteousness, comradeship, strategies, victories, setbacks and revenge. The situation grows to obsession and desperation and soon the gloves are off - the nastier the better. During WW II the British were fighting the war as gentlemen but British parliamentarian, Mr. R. T. Bower, said, â€Å"when you are fighting for your life against a ruthless opponent you cannot be governed by Queensberry rules†- the code that governs boxing. Speaking about the government policy of Prime Minister Neville Chamberlain he is claimed to have said â€Å"The government would rather lose the war under Queensberry rules than do anything unbecoming to an absolutely perfect gentleman†. â€Å"That kind of thing will not do† he said. Soon after Winston Churchill took over as Prime Minister the policy changed and covert operations were executed to set Europe ablaze by sabotage, assassinations and a host of other irregular warfare. It has happened in every war and on every side. In the twilight the right and the wrong look similar, such are the times that we live in. The ‘A’ bomb was invented and immediately used. It may have brought an end to the war but the Japanese people have yet to recover from the psychological trauma of the event. They shun violence and their constitution forbids them to send their troops out of Japan, not even for the United Nations, except, recently, as peace keepers. Their constitution was written for them by the Americans after the war but even after all these years of economic development, which has made them an economic super power, they are not willing to change that provision in their constitution.

Entertainment verse Education Essay -- Essays Papers

Entertainment verse Education A well cultured and experienced mother, Karen Springen, writes on her experience and opinion of keeping children from watching television. In the short essay â€Å"Why We Turned Out† Springen employs rhetorical strategies such as logical appeal, diction and persona to identify her argument. Although her arguments holds legitimate reasons to kick the age old American habit of television watching; television will always be a valid social enhancer and a way for people to connect even on a simple level. Springen’s main arguments uses logical appeal in her wish for her daughters to be physically and mentally active. One supporting fact she mentions from American Medical Association; children watching over 10 hours a week are more likely to be â€Å"overweight, aggressive and slow to learn.† Springens audience consists of new mothers deciding how the best way to raise their child. When reading her essay they too want their child to be physically and mentally active and upon hearing how TV causes such negative attributes. However, she does not mention how TV...

University of Florida Volleyball :: essays research papers

Through the evolution of associations and legislation, the restrictions of women’s athletics lifted and created equality in athletics between the sexes. In addition, Dr Ruth H. Alexander, Weiss, and Lawler are responsible for the establishment and success of Lady Gator athletics, specifically volleyball. Marilyn McReavy, with a career of 156-100 at UF, and Mary Wise whose reign includes 58 straight home wins lead Lady Gator’s volleyball to a prominent standing not only in the SEC, but also in the nation. In 1967, the Commission on Intercollegiate Athletics for Women functioned under the American Alliance for Health, Physical Education, Recreation, and Dance. Here, three championship divisions were established; 750 at the state level, 150 at the regional level, and 39 and the national level. In 1971, the Association of Intercollegiate Athletics for Women (AIAW) was a product of the Commission. The primary concern (conflict) of the AIAW was the financial restriction placed on women’s athletics. No scholarship or financial aid was available to the athletes as well as a lack of money (support) for recruiting or coaching. In 1972, the U.S. Congress passed the Elementary and Secondary Education Act, which vehemently targeted sex discrimination. In 1975, Title IX gave universities 3 years to change the inequity and grant women’s athletics comparable funds. Dr. Ruth H. Alexander furthered funding equality, increasing from $16,000 to $1,300,000 between 1972 and 1980. As women we re receiving more equal athletic privilege a problem developed in the administration of the Division I teams compared to Divisions II and III. Coaches lead both men’s and women’s teams having two different sets of rules as well as two separate conferences often having conflicting dates. The University of Florida officially approved eight Lady Gator sports, including volleyball, in the 1974-1975 school year. Two years later, six out of the eight sports teams finished in the top ten of the nation for quality of athletes and schedules. The first volleyball SEC tournament occurred in the 1979-1980 school year, three years prior to the NCAA’s request for a women’s tournament from each conference. In 1980, followed the Florida Women’s Intercollegiate Athletics Equity Act. As Alexander’s successor, Weiss came from the University of Utah in 1981 to â€Å"revive Lady Gator volleyball† and brought the University of Florida’s women’s athletic program up to 4th in the nation. She hired Marilyn McReavy, one of two prominent Lady Gator volleyball coaches, who lead the gators until 1991 when Mary Wise was appointed head coach.

Discuss the concepts of the Ideal Ruler

1. Gilgamesh, as a ruler, has portrayed a character that stirred up the necessity of having a leader who does not just have the time but also the passion for service. He drew his strength in leadership from his intelligence, bravery and respect. It was his skills that encouraged social consciousness among his people that heightened their aspirations to search for answers for the freedom of his city. Amidst his many battles, he has been grateful to God for the skills that he has.The image of a warrior and a soldier being an epitome of discipline and bravery among all the people in his city appealed to Gilgamesh greatly. Gilgamesh has shown his strength when he made it to the top of double cliff of Mt. Mashu on his way to Utnapishtim. Apparently, this is just one of the rather resilient moments of Gilgamesh. The ruler, who, at all times, exhibited instances of valor, made his journey while holding characteristics of a true hero. 2. The Odyssey was a great epic led by the main character , Odysseus who holds a group of men for more than years.He led the group for years and all this he did with an innate love for his country, his crew and his self. The inevitable fact however comes with its entire weakness when Odysseus pursued his plan of getting through the walls of the Trojans by making a giant wooden horse. Odysseus had one man to present the giant horse to the Trojans as a sign of peace. Not knowing what’s inside the horse, King Priam of Troy, freely accepted the gift and had merriment together with his people.After such, when everybody was falling asleep, Odysseus and his men sneaked out from the wooden horse and murdered every man in the palace, including the King. Odysseus was known for his bravery and brilliant minds. But like any other ordinary hero, he too, has his own weaknesses. As a leader, Odysseus demonstrated a deceitful act towards the Trojans and seldom reserved his humble personality because of his pride.Despite everything though, he was ab le to portray the good traits of a true leader – clever and gallant, that is. . Augustine, a man of â€Å"mystical piety and great philosophical acumen† was always hungry for knowledge. And this carnivorous-like desire entrapped him to be enamored with different philosophies and works – Manichaeism, Platonism, and Cicero’s Hortensius. These might have influenced him to write the greatest of his writings – Confessiones, De Trinitate, and De Civitate Dei – but they don’t hold a candle to what move most believers, Augustine’s conversion. Augustine’s faith was not handed to him on a silver platter.It was a faith earned even if it took all his life to achieve it. He was rather free in choosing his own religion. But in August of 386, Augustine was subjected to incessant pressure from the stern ethical demands of the preaching Ambrose, the Bishop of Milan. Augustine was worried and was carried by anger to his own self for rejec ting the will of God and for not entering into His covenant (Confessions 8. 8). And as he stood there in the garden, he heard the voice of a child saying, â€Å"Tolle lege,† which means take it and read.Augustine took the Bible and read the first passage he came upon, Romans 13:13-14. And after reading such passage, he underwent a dramatic metanoia, a profound life-transforming experience wherein all his human desires were completely surrendered to God. 4. Oedipus’ being a King is no surprise for he was born as a prince. The people of Thebes had seen evidence of that. He was raised as a leader in a group of men who were happy during his time of leadership. He took responsibility on his people and was doing well on it. But what weaken him most were his low temperance and his pride.He couldn’t take hold of it for long that sometimes it was the only thing that was pulling him down. One instance that described how low-tempered Oedipus, was the time when he crossed t he highway and had a group of people before him. He wanted to go ahead of them and because of his impulsiveness; he jumped off and killed the group excluding one man who was leading it. With the scene, it can be concluded that despite his being a good leader and a king to his people, he too, can be as evil as any wicked beast could be to anyone who may break off before him.

Indiana High School Math Teaching

The dream begins with a instructor who reckons in you, who tugs and pushes and leads you to the next plateau, several(prenominal)times poking you with a sharp stick c aloneed truth. Dan Rather This query paper was written to machinate you and my ego on various emergences on becoming a graduate(prenominal) gear check mathematicsematics teacher. I enrolled at Ashford University to off my Bachelors Degree in order to slip in the transition to teaching program. This paper has allowed me to draw pertinent and vital information closely my future biography choice. My research was through with(p) on the status of high civiliseing math teachers, as soundly as school-age childs, in inch.This paper volition educate you on atomic number 49s senior high school rail mathematics graduation requirements, parting of math book human beingss sayonaraing these requirements, teachers salaries, and the effect that a minority teacher should pick out on minority learners. To grad uate spicy school in inch a student must complete the nerve center 40 requirements set by the state. These requirements were implemented in 2006. There are four diametric diplomas that a high school student in the state of atomic number 49 could acquire upon completing the perfume 40 requirements General, impression 40, message 40 with Academic Honors, and Core 40 with Technical Honors (Indiana Core 40, 2006). steady after completing the courses required for the Core 40 High School students in the state of Indiana must kick in an exam to qualify for graduation. This exam is referred to as the GQE (Indiana Core 40, 2006 ). Indiana has added a hardly a(prenominal) nice provisions to this decree to dish out students who may simply non be good test takers, or for those who are deposit to study and do not need the required math skills for their work. These provisions, which are found on the Indiana Department of Education website, are referred to as the Evidence-based dismissal and the Work readiness freeing.The evidence-based waiver is for those students who excel in the family unitroom, entirely guide believe a hard time with tests. This provision, among different things, allows teachers to confirm that the student knows what has been taught in class and that they have kept up their attention as well. The work readiness waiver is for those students who have completed the Core 40 coursework as well as a completed a Career exploration Internship. This simply means that the student has through with(p) the work that was required of them and that they are, in fact, ready to enter the workforce even though they may not have passed the GQE. both(prenominal) provisions have provided students additional opportunities to complete their Indiana High School maths requirements. afterwards learning about the requirements to pass math in the state of Indiana I wanted to take a look at the pct of laissez passer students to see if the percentage had improved since the Core 40 and GQE was rank in place. Since thither had been a curriculum change put into place, I wanted to see if the students were existence overconfidently affected by this change.Although I could not find the enactment percentage for 12th graders, which is what I wanted to evaluate, I was cap satisfactory to find the percentage of tenth graders that passed from 2006-2009. I found that there was a quite a jump in the percentage of passing students from the form 06-07 to the year 07-08 it went from 66% to 72% (Annual Performance spread abroad , 2009). However, the following year the similar change magnitude percentage did not occur. Instead the Indiana 10th grade percentage of students passing their GQE went down two percentage points.The song for the 09-10 year in Indiana have not yet been released, but I hope to find that these percentages were on the rise and did not follow compositors case from the previous year. Based on these statistics I am unab le to see the bushel that the Core 40 was designed to have on Indianas High School math students. The new legislation has only been in place for a few years, so there is hitherto time for this to have a positive effect on the students and their graduation enumerates. t superstar at these statistics raised a mind for me, How do you measure a teachers worth? Well, based on many research I contribute tell you that the average high school teachers remuneration has been on a steady incline. Within the terminal 35 years the average everyday school teachers salary has went from $11,165 for the school year of 1974-1975 to $50,488 for the school year of 2009-2010(Teacher Salary, 2007). The increases in wages have been well over the national inflation rate also.As a future teacher this research shows me that the state is recognizing the hard work that its teachers are putting nto their students and the government is move to retain quality teachers. The m integritytary salary is one valuable form of standard a teacher worth, but theres still the intangibles of the career and that is conjunction worth. I have found through conversations with family and friends who are educators, no one teaches for the money. However, it is tranquillize to see that I forget be able to have a career that I am happy with and be able to support my family at the identical time. I was drawn to this research topic because of my background and love for coaching.As a coach you are a teacher, counselor, and set about. As a minority I believe I go forth be able to relate to my Afro-American students better. In my experiences I have found it easier to relate to students of the same ethnicity or socioeconomic backgrounds. Bandura states that learning may occur as a ending of ceremony someone else perform some action and experience reinforcement or punishment (Boyd and Bee, 2006). I served as a role model for my student athletes by showing them various deportment decisions and how to lick the correct choices when they arouse.As a anthropoid I have been a father figure to a lot of schoolgirlish males. My advice has been used as education for livelihood maculations and life skills. I saw the self susceptibility as a Brobdingnagian challenge in many childly and economically challenged Afro-American males and females. Bandura defines self efficacy as the belief in ones ability to perform some action or to control ones behavior or environment, to move on some goal or to make something happen ( Boyd and Bee, 2006).Many students had the attitude that they couldnt overcome the obstacles that life had placed in front of them. Many social problems that the students set about were looked at as obstacles that were to hard overcome. I was able to help one grouchy student with a life fastener experience and persuade him to not fracture up on his dreams. This green man had the opportunity to obtain a wax athletic scholarship to a plane section one school for football, however legion(predicate) obstacles surrounded this young athlete, but no(prenominal) were undischargeder than his lack of mathematical aptitude.I realized with working with this student that all of my social and ethical skills teaching wouldnt benefit him if he couldnt not pass his mathematical requirements to graduate high school and also pass college entryway exams. I hope that someday I will be in this situation again and I will be able to help other students overcome what many population see as an adversity. The adversity I am speaking of is being able to complete their math requirements so that they may receive their high school diploma. wholeness of the main reasons I have fixed to become an educator is to help young students poor outlook on their futures. As a teacher I will receive tremendous gratification watching a student reach his or her full potential. Watching students that never believed in themselves enough to graduate walk crossways the stage duri ng graduation and listen to the utterer announce their future plans to attend a university or college is something that cannot be matched. The social come to of this job is immeasurable and the joy that I will receive from the profession will last a life time.In conclusion, as a minority high school teacher I should be able to model correct life skills and teach proficient math skills to my students that will create a greater sand of self efficacy in them. After researching Indianas High School mathematic graduation requirements, the percentage of students passing math requirements, and teachers salaries, I have found that I will be teaching in a state that has transformed its educational curriculum and requirements to produce more social ready students, whether they join the workforce or the campus.I will also be working for a state that has a proven track record of monetarily okay its educators and keeping them out of poverty. With any raft the salaries will continue to rise with the educational requirements of the students that we must prepare for the future. Lastly, I will have a career that will keep this great nation grueling and also provide me with a great sense of community pride.