The Ways of Translation Neologisms

Translation Principles for the Translation of Neologism in News Language Abstract In the world, Chinese and English has both the longest history and most people used compared with any other language. As the society developed more and more quickly, many kind of new information came out. Including them was that, there were a lot of neologisms in Chinese words. Many people who do English translation study found that it is much harder to translate these words than any others. New words were born from the antiquity, and they could miss the most important things happened at that moment.So translating these new words were paid much more attention by researchers. New words in this paper are all based on neologisms in news language. This thesis aimed to study the translation of neologism in news language from two aspects—word formation of new words and the background of new words. And then with the help of Yan Fu’s Translation Principles for the Translation of neologism in news language, the paper will enumerate some translation strategies and some ways to improve the quality of neologism in news language. Introduction 1.Characteristics of Neologism in News Language 2. Principles for Translation of Neologism in News Language 2. 1Yan Fu’s Translation Principles 2. 2Guidance of Yan Fu’s Translation Principles for the Translation of Neologism in News Language 2. 3Significance of Translation of Neologism in News Language 3. Word Formation of Neologism in News Language 3. 1Adding New Meaning to the Old Words 3. 2Borrowing 3. 3Derivation 3. 4Blending 3. 5Abbreviation 4. Background of Neologism in News Language 4. 1Politics and Economy 4. 2Culture 4. 3Society 5.Translation Strategies Derived from Word Formation 5. 1Literal Translation 5. 2Liberal Translation 5. 3Transliteration 5. 4Combination of Liberal Translation and Transliteration 5. 5Omission 5. 6Translation According to the Background of Neologism in News Language 6. Ways to Improve the Quali ty of Neologism in News Language 6. 1Understand Background Knowledge 6. 2Learn to Look up Newspaper and Magazines for Reference Conclusion Introduction With the development of society, politics, economy and any other aspects of the world, languages had been exerted profound influence.That is to say, more and more new words have entered the word bank. Since these new words have a very close relationship with all kinds of new changes, new trends and new development in our society, translators and interpreters have the responsibility to translate these new words accurately so that foreigners will learn more about China’s development and national condition (Zhang Jian, 2003). You can hear many new words such as â€Å"blog, MM, lip-synching, Golden week†, even in CCTV1’s news channel like â€Å"House slave, gunmen, hype, the cottage†.If you don’t follow the fashion, you can hardly understand these words. What’s the most important, you can never f ind a school to learn it. As Newmark (2001) once said, neologism is perhaps the non-literary and the professional translator’s biggest problem. Nowadays, the ways of getting massages are various, but the most convenience idea is from news. We read news from newspaper, on line, on TV, on radio and so on . So, for helping others to read and translate with so many neologism, this paper will analyze the definition and the word’s formation of neologism in news language.And then the paper will enumerate several translation strategies and some ways to improve the quality of neologism in news language. 1. Characteristics of Neologism in News Language As Chen Chuxiang (1998) said: neologisms are relative. It is a new word today, and it may be not tomorrow. Zhang Jian (2007) thought, â€Å"News reports are open to the public, reflect the trend of times immediately, and hold responsibility for the whole society. These characteristics have determined the basic principles of news reports—honesty, accuracy and fairness.Therefore, translation of news language must also comply with these principles, and be easy to understand. Besides, Zhang Jian (2008) also said, as a branch of translation, news translation should comply with the principles of translation, too. At the same time, considering the special demands of news coverage and the fact that it is published to the public, and immediately reflects the trend of our times, when doing news translation,one should treat these basic principles much more flexibly. One should come up with the specific methods when meeting specific problems (Zhang Jian, 2007).As Nida, E. A. and Taber, C. (1982) once pointed out, â€Å"each language has its own genius†¦ Rather than force the formal structure of one language upon another, the effective translator is quite prepared to make any and all formal changes necessary to reproduce the message in the distinctive structural forms of the receptor language. † The O xford Dictionary of New Words (1991) defines a new word as word; phrase or meaning that came into popular use or enjoyed a vogue during a certain period of time.These words is said to be the â€Å"weather report† to mirror the character all kind of area and time of the word. 2. Principles for Translation of Neologism in News Language 2. 1Yan Fu’s Translation Principles Translation principles and criteria can give instruction to translators. Also, they are the standards to measure translation quality (Wang Qi & Yang Jingning, 2003). In China, since the great scholar Yan Fu put forward the three principles of â€Å"faithfulness†, â€Å"expressiveness†, â€Å"elegance†, more than a hundred years has passed.Yet it still exerts great influence for the current translation activity. According to Shen Suru (1998), â€Å"faithfulness† means that the translated version must first be true and loyal to the original version. Sometimes, in order to faithf ully convey the meaning of the original text, form of the target language may not be consistent with the source language. â€Å"Expressiveness† refers to the principle that the content of the original version (including meaning, information, style etc) should be expressed in the target language very well so that readers can fully understand its original meaning. Elegance† means that the style of the target language must be true to that of the source language. â€Å"Elegance† concerns about the language style, therefore, when talking about the principle of â€Å"elegance†, people will usually focus on the translation of a passage. Since this thesis focus on the words translation, the principle of â€Å"elegance† will not be discussed here . In order to avoid various kinds of wrong translations and to improve the translation quality of new words, we should acquire the main principles of new words translation. . 2Guidance of Yan Fu’s Translation Principles for the Translation of Neologism in News Language ( 2. 2 , ) While employing Yan Fu’s translation principles to instruct the translation of neologism, we should pay much attention to many aspects special the following three. First of all, the basic principles of news reports—honesty and accuracy require the translator to fully understand the meaning of the neologism in news language, and to translate it exactly, without any incorrectness or distortion.Second, the principle of fairness requires that the translated version must be objective, with no emotional factor, for instance, discrimination. Third, because news reports are open to the public, translation of neologism in news language must take every person’s education background into consideration, trying to be as plain as possible and avoiding using some vague words. Research about the word formation of neologism in news language will help translators to learn more about the origin of new words. Some neologism in news language is developed from the old one.So it must have some connection with the old one. Having known the word formation of new words, one can easily understand the meaning. From this aspect, word formation can help translators adhere to the principle of â€Å"faithfulness†. However, not all the new words will show their meaning through their word formation. We can not understand their meaning by their word formation. Jia Wenbo (2008) once pointed out in the CE Translation for Current Affairs: from the perspective of linguistics, the meaning of a certain word can be grouped into connotation and reference.Reference means a linguistic form that refers to the real, physical world; it deals with the relationship between the linguistic element and the non-linguistic world of experience. It will be bothered by the outside factors, like context. Connotation refers to the meaning of a word that is added by its users. It is beyond the language itself and relate s to people’ feeling and social behaviors. Sometimes, it can have political significance, social significance, situational significance, historic significance, cultural significance and other meanings in a certain cultural environment.It usually emerges from peoples’ emotion and thinking. Therefore, this kind of meaning is subjective and is hard to discover. Usually it hides behind the reference. Its expression highlights contextual factor, cultural factor, personal feeling. The accurate meaning is uncertain. For such kind of new words, we should pay more attention to their background information. Usually, their background information may give us some hint about their meaning. It is obvious that background information is conducive to the understanding of the meaning if neologism in news language.So background information will do a lot for translators to achieve the goal of â€Å"faithfulness†. In addition, relevant background information of new words in a certai n field will help translators to learn more about right way to express their meaning. They will be very careful to choose the right words and employ some terms in the certain field to express their meaning. For example, if a new word emerges from politics, one may choose some formal words rather than some casual ones when doing translation. From this aspect, we may say that background information can also improve the expressiveness of translation. . 3Significance of Translation of Neologism in News Language As Shang Hong (2008) once pointed out, â€Å"With the further improvement of external publicity work, we need to show a more positive and brand new China to the rest of the world. The translation of Chinese new words plays a vital role in promoting our external propaganda work and cultural transmission. Therefore, to translate these Chinese new words well will definitely improve the overall quality of Chinese-English translation as well as receive fruitful result from the extern al propaganda work†.By the same token, good translation of English new words will also help us to learn more about English-speaking countries, including their development in many social aspects, like economy, science & technology, culture and so on. In this information era, how to translate these new words more effectively so that it will become easier for readers both from at home and abroad to accept and learn new things is of great significance. The translator should not only have a good command of both English and Chinese language, but also keep the pace with the development of modern society.Hence, to translate these new words is a laborious but not satisfying job (Yang Quanhong, 2003). To translate these new words, it is essential to come up with useful translation principles. 3. Word Formation of Neologism in News Language Neologism in news language is born with the society development, and it can mirror the most important things of that moment (Strang , Babara,1990). L iu Mingdong and Jiang Xuejun (2002) once classified the word formation of English new words into six groups: adding affixes, transferring, compounding, blending, abbreviation and adding new meaning to the old words.And Han Guoqing (2003) classified the word formation of English new words into Compounding, Borrowing from Proper Nouns, Abbreviation, and Borrowing from Foreign Languages. Besides, Huang Ping (2006) also classified the word formation of English new words into another six categories: Derivation, Compounding, Abbreviation, Blending, Analogical Creation, and Semantic Extension. All the above-mentioned word formation is related to the English new words. Few scholars have done some systematic research into the word formation of Chinese new words. 3. Adding New Meaning to the Old Words The most directness way to create a new word is adding new meaning to the old word. By this way, one can easily to remember a word and it can be very colorful meaning. By doing so, the original expression of the word has been divided into a new lexeme. From this aspect, we can say that if a word gains a new meaning, it has added a new lexeme to the vocabulary (Wang Rongpei, 2000). Such as space shuttle? software? video phone think tank and so on. 3. 2Borrowing Borrowing words means using the basic meaning to decorate the new things.Through this way, these words can much more quickly spread and give person a easy way to realize. For example, â€Å"window† means an opening in the wall of a building which now have an other means as the window on computer. The same to the word â€Å"mouse†, it means a small animal with along tail, but now almost everyone know it refer to a tool with computer. 3. 3Derivation Vocabulary system is a developing system, and it not only proceeds words which are useful, but also change them, switch them, abound them and expand itself(,1999). Now we live in cyber society, so many new words about cyber appear.Like cyberspace , cyberage , cyberrevolution, cyberculture, cybernews, cyberlove, cybermania, cybercafe, cybercrime, cyberfraud, cyberlan , cyberporn, cybersickness, cyberkidnapper and so on. As we see, cyber above all means. Ayto(1999) pointed out that, from now on, the most used way to formation a new word is blending ,and almost three forth of new words are created by this way. 3. 4Blending We put two different meaning words into one new word, and it is named blending. Many Chinese new words are all born from this way ,so are English words. Internet? netizen? modem? email? codec ? avionics? smartdrv? forex? stagfla2tion? oopetitio? prosumer ? netiquette ? informania ? p sywar ( ),these words can be saw everywhere in news. When we use them, we may keep a habit like below: Netiquette ( )=et (? ) + etiquette ( ) ; informania ( )=information( )+mania (? )? We carry the front meaning of the first word and the tail of the second word together to be the new word. Besides some words are scraped by their conception l ike email ( )=electronic +mail ; netizen=network + citizen Barnhart(1995) wrote the book The Barnhart Dictionary of New English Since 1963. It had more than 6000 new words and about 900 words came from this way. 3. Abbreviation An abbreviation (from Latin brevis, meaning â€Å"short†) is a shortened form of a word or phrase. Usually, but not always, it consists of a letter or group of letters taken from the word or phrase. The shortened form of a phrase can be referred to as acronym. And the shortened form of a word can be called as clipped words. The first category is usually applied in the abbreviation of many organizations and proper nouns, such as â€Å"PC (personal computer)†, â€Å"PDA (personal digital assistant)†, â€Å"SCO (Shanghai Cooperation Organization)†, â€Å"DINK (double incomes, no kids)†Ã¢â‚¬ ¦ In Chinese, we can also find such kind of new words, such as â€Å" )†, â€Å" ( )†,â€Å" ( + + ) †. 4. Background of Neologism in News Language 4. 1Politics and Economy ( ) After the afire of Watergate, this word spreads all over the word. So as the women liberation sport, after it , many new words came about like chairwoman( ),mono-sex( )? And the words deflation( )),value added tax( ),Euro( )come from Economy slump. During the 2009, the most famous black people Barack Obama let the whole world’s people know him. As a result, the new words using his name are born here and there. For example, adding (fy) behind the Obama was used widely. Could you please leave your hate and bigotry to the polit2ical forums? I want to talk football please. Thanks in advance. † â€Å"I understand your point, however, when you Obamafy your profile on he re, you invite political discourse. Kudos on the standard / hate and bigotry0 comment toward those who don't want the junior Senator from ACORN to occupy the White House†. Besides, last year, the economic crisis has made many countries’ economy suffer great loss, affecting every aspect of our life. At the same time, many new words have emerged. Economic crisis has changed people’s living style.In their daily life, people begin to become economical. In order to advocate thrift way of living style, many newspapers and magazines launched â€Å"hundred yuan ( )† activity. 4. 2Culture Chinese people like the color red, and red is the national color. In China, red means lucky, happy and enthusiasm. To celebrate festival, wedding, and form, people use red to express welfare and mascot. Brides dressed in red, many lantern hung on the door with the color red, and the people who got the most welcome is called red people. So we can see many new phrases with red like red carpet red cedar ; red cell ; Red Cross ; red flag ; red scarf ; bright red ; red clay ; red blood cell ; red thread ; the red maple leaves. ( ) 4. 3Society Since 80th and 90th in the last century, with the rapid popularizing of computers and spread of Internet, the Internet culture has been causing significant changes in every corner of our life. A good case in point is â€Å"Blog†. Almost every netizen has a blog site, some even more. Many words related to blog has also entered our vocabulary, like â€Å" or Blogosphere†, â€Å" r celeblog†, â€Å" or charity blogger†, â€Å" or tree hole post†, â€Å" or online post bar† and so on. 5. Translation Strategies Derived from Word Formation Word formation has a close relationship with the translation of new words. Usually, five ways are employed in the translation of new words. They are literal translation, liberal translation, transliteration, combination of liberal translation and transliteration, and omission. For words which belong to a certain kind of word formation, we can use suitable measures to translate them. 5. 1Literal TranslationLiteral translation, also known as direct translation, is the rendering of text from one la nguage to another in the way of â€Å"word-for-word† form. This kind of translation strategy can easily maintain the form of the source language. Usually we translate words one by one for example mad cow disease ( ) , Internet bar ( ) , compari2son – shop ( ) , video conference ( ) ,information superhighway ( ) , Gulf War Syn2drom ( ) , business tourism ( ) ,golden goal ( ) , chemotherapy ( ) , genet2ic engineering( ) , community care ( ) ,gene therapy( ,magnetic shift ( )and so on. It is very easy for Chinese people who just learn English for a short time and they can translate accurately like others. 5. 2Liberal Translation In liberal translation, the translated version must keep the content of the source language, but may have difference in its form. When words translated in such way first appear in news, readers may feel very strange. But they will soon be accepted by the public. This method is usually applied to the translation of new words formed by word formatio n of â€Å"adding new meaning to old words† and borrowing.For example generalist /versatile educating( ) ? South Korean Trend ( ) ? pyramid selling( ) ? nest egg ( ) ? quiz kid ( ) ? mind relief ( ) and so on. Such as golf widow, football widow, TV widow, and computer widow, these are not meaning of women who lost husbands. They means women’s husbands enjoy golf, football, TV, computer so that forget they have wives. 5. 3Transliteration ( ) There are many words we had never seen them before, so we could not know their Chinese meaning. So we could only translate them by their pronunciation. Such as (Disco) , ( bikini) , ( clone) , hacker) , (media) , ( blog) , (? ) cool, ( ) talk show. And sometimes we could even know little of the meaning ,so we can together these two ways to translate like yuppie ( ) ,A IDS ( ) , bungee – jump ing( ) , beeper (BP? ) , pickup ( ) , gene bank ( ) 5. 4Combination of Liberal Translation and Transliteration Both liberal translation and transliteration have some drawbacks. To make full use of liberal translation and transliteration, and to avoid their disadvantages, translators usually employ a more effective method—the combination of liberal translation and transliteration.A good case in point is â€Å"bungee†. In Chinese, it is translated into â€Å" †, which has expressed the original meaning very well. â€Å" † is translated according to the pronunciation, and the word â€Å"? †, which means limitation, has reflected the spirit of this activity—to challenge the limitation. The word â€Å"? † which is translated according to its meaning, has shown the nature of this new sport—jumping from a tall building. Besides, since there are many kinds of jumping in Chinese, such as â€Å" †, â€Å" †, the Chinese version will not sounds strange to Chinese readers. So we can say that the Chinese version â€Å" is a very successful translation example in terms of â€Å"faithfulness† and â€Å"expressiveness†. Another example is â€Å" †. One of its English versions is â€Å"taikonaut (It refers to the Chinese astronauts exclucively)†. Obviously, the first part â€Å"taiko† is translated according to the pronunciation â€Å" †. By doing so, it has kept the original flavor of the Chinese phrase, therefore, being true to the original version. The second part â€Å"naut† means sailor. When combined together, they have reflected the original meaning of a person who travels in space for the Chinese space program.Also, the suffix is often seen in English, as in the words â€Å"astronaut† and â€Å"aeronaut†, so the English version â€Å"taikonaut† has also conform to the word formation in English, and is easy for readers from English-speaking countries to understand. 5. 5Omission With more and more people today using English in life, work, game, English has become on e aspect of Chinese people. Many Chinese communicated to foreigners especially people who speak in English. We may talk both in Chinese and English mixed in sentences. And what’s more, some words can be heard or saw here and there just like Chinese word.When we reading books, massages, papers, watching TV, surfing on line, we will meet â€Å" MBA, WTO, IT ,CD, VCD, DVD, MTV†. We can use them directly without translating. 5. 6Translation According to the Background of Neologism in News Language As mentioned above, background information of neologism may help translators to improve the quality of translation in terms of both â€Å"faithfulness† and â€Å"expressiveness†. For some new words, if one translates these words only according to the facial meaning of a word, he probably can not faithfully express the essence of the sources words, and reflect the trend of times.By doing so, he has violated the basic principles of neologism translation— "faithfulness†. However, if one knows more about the background information of new words, he will find it easy to understand the connotation of new words, and make the translated version equal to the original one. The following are some examples: a. â€Å"Obamican†: If a translator knows nothing about the 2008 general election in America, as well as both the Republican’s and the Democrat’s support for Obama, he will probably not know that â€Å"Obamican† is blended by Obama and Republican.He may even not know that this word refers to certain Republicans who are deeply attracted by Obama’s personal charisma, and chose to vote for Obama in the election. Therefore, it is inappropriate for some to translate it into â€Å" †. A relatively suitable version is â€Å" †. Though it seems a little bit long, it has reflected the original meaning of â€Å"Obamican† exactly, and is easy for Chinese readers to understand. b. â€Å"BRI C†: If someone does not know that this new word appeared against the background of rapid economic development in these four countries—Brazil, Russia, India and China, he will probably translate it into â€Å" or so. Now, a widely used version is â€Å" †. Here, the Chinese word â€Å"? † has shown the economic power of these four countries, expressing the original meaning of four fast growing economies. And the Chinese word â€Å"? † reflected that the English version has the same pronunciation as â€Å"brick†. In addition, the Chinese version sounds very fluent. It has grasped the background of the word â€Å"BRIC† and treated the basic principles of translation of news language very flexibly. By doing so, the Chinese version has fulfilled the requirement of â€Å"faithfulness† and â€Å"expressiveness†. . â€Å" †: When first comes to know this word; one may want to translate it into â€Å"kind customers† . A further research may lead him to understand that this term refers to people who sign onto a charity Website to donate money to the needy or set up blogs for charity purposes by using their real names. So a better English version is â€Å"charity bloggers†. The word â€Å"charity† has conveyed the original meaning of being kind, and the word â€Å"blogger† has shown that such kind of persons practice philanthropy though blogs.Therefore, the English version has faithfully conveyed its original meaning. On the other hand, the English version also conforms to the word formation of compounding. So it can be easy for English readers to understand. 6. Ways to Improve the Quality of Neologism in News Language ( , ) According to the above analysis, we may find that to translate new words in news language is by no means an easy task, though it only involves the most basic words translation. The process of translating these most basic new words involves knowledge in al most every field.Though the analysis in the previous parts of this thesis can not give us a definite answer, still it has provided some very important pieces of suggestion for us. 6. 1Understand Background Knowledge The news translation involves information from every aspect of our life. For example, when translating sports news, one has to know certain terms in sport, while translating economic news, one must knew well about economics. If a translator is not interested in and sensitive to new things and new phenomena, he will feel puzzled, and may even not understand the source word.On the contrary, if one has the habit of reading newspaper and magazines, he will find these new words easy to handle. So, news translators must pay special attention to these new words, and have a good command of their background information. 6. 2Learn to Look up Newspaper ; Magazines for Reference Of course, it is almost impossible to get familiar with every new thing and new phenomenon. After all, di fferent person has different hobbies and interests. Some will pay more attention to news in certain fields, while totally neglecting other news.When translating news event that one is not very familiar with, one must learn to make full use of various kinds of resource. For some proper names, there is a standard translation version. We can find it in some state-owned newspapers, magazines, or televisions, like People’s Daily, China Daily, New York Times†¦ By doing so, one can avoid some unnecessary misunderstandings as well as some wrong translations. Conclusion The present paper is an attempt to the research about the translation of neologism in new language.From the above analysis, it is obvious to see that the translation of neologism in news language is a huge task. Sometimes, we can translate new words according to their word formation. And sometimes, we should consider from the perspective of their background information. Now matter what kind of translation measure one may employ, he must adhere to the basic principle of translation, acquire background information well, and learn to learn to look up newspaper ; magazines for reference.

Bending Lab Report Final Essays

Bending Lab Report Final Essays Bending Lab Report Final Paper Bending Lab Report Final Paper The second part of the lab will focus on using the ISM 04 Beam Apparatus to determine the deflection f point-loaded simply-supported beams made of steel, brass or aluminum. Using the deflection measurements, an examination of the relationship between deflection and material properties will be shown along with a comparison of the materials based on their strengths and deflections, both theoretical and experimental. The last objective of this laboratory is to verify the theory of pure bending using the SMASH Beam Apparatus. Introduction Engineers use beams to support loads over a span length. These beams are structural members that are only loaded non-axially causing them to be objected to bending. A piece is said to be in bending if the forces act on a piece of material in such a way that they tend to induce compressive stresses over one part of a cross section of the piece and tensile stresses over the remaining part (Ref. 1). This definition of bending is illustrated below in Figure 1. Figure 1 Bending on a Cross Section 5 It can be seen from Figure 1 that the compressive force, C, and the tensile force, T, acting on the member are equal in magnitude because of equilibrium. Therefore, the compressive force and the tensile force form a force couple whose moment is equal to either the tensile force multiplied by the moment arm or the compressive force multiplied by the moment arm. The moment arm is denoted, e, in Figure 1. Figure 2 Bending Action caused by Transverse Loads Figure 2, shown above, is an illustration of bending action in a beam acted upon by transverse loads. Bending may be accompanied by direct stress, transverse shear or torsions shear, however for convenience; bending stresses may be considered separately (Ref. 1). In order to separate the stresses it is assumed that the loads are applied in the following manner: loads act in a plane of symmetry, o twisting occurs, deflections are parallel to the plane of the loads, and no longitudinal forces are induced by the loads or by the supports (Ref. 1). A beam or part of a beam that is only acted on by the bending stresses is said to be in a condition of pure bending. However for many circumstances bending is accompany by transverse shear. The term flexure is used to refer to bending tests of beams subjected to transverse loading (Ref. ). A visual illustration of the transverse shear and bending moment can 6 be seen in the shear and bending moment diagrams of the beam. It is important o note that in a symmetrical 2-point loading scenario, the center portion of the beam will be in a condition of pure bending as such the bending stresses may be considered separately. Deflection of a beam is the displacement of a point on the neutral surface of a beam fr om its original position under the action of applied loads (Ref. 1). Before the proportional limit of the material, the deflection, A, can be calculated using the moment of inertia, modulus of elasticity along with other section properties that will depend on the given situation imposed on the beam. The position of the load, the type of load applied on the beam, and the Engel of beam are examples of section properties that depend on the situation. The deflection equations for two common cases are listed below in equations (1) and (2). Case 1: Center deflection of a simple beam with freely supported ends and concentrated load, P, at the mid-span (Ref. ). Equation (1) where: A = deflection, (mm) P = load, (N) L = length of beam, (mm) E = modulus of elasticity (N/mm) = moment of inertia of section about the neutral axis, (mm) 7 Case 2: Center deflection of a simple beam with concentrated loads, each equal to P, at third points of span (Ref. 1). Equation (2) P load, (N) moment of inertia of section about the neutral axis, (mm) Deflection is a measure of o verall stiffness of a given beam and can be seen to be a function of the stiffness of the material and proportions of the piece (Ref. 1). Deflection measurements give the engineer a way to calculate the modulus of elasticity for a material in flexure. The stiffness of a given material is calculated using the following equation: Equation (3) p = load, (N) Stiffness (N/m) 8 A beam may fail in any of the following ways: A beam may fail by yielding of extreme fibers, in long span beams compression fivers act like those of a column ND fail by buckling, in webbed members excessive shear stress may occur and stress concentrations may build up in parts of beam adjacent to bearing blocks (Ref. 1).

Simple Illustrations Yield Powerful Messages

Simple Illustrations Yield Powerful Messages The advertisement, â€Å"SAVE WATER, SAVE LIFE†, is comprised of a dripping water tap connected to a quarter-filled, oval-shaped fish bowl. Within the fish bowl, an orange fish nervously stares at the dripping water tap. The color scheme of the ad is a combination of light and dark greys, yet the orange fish disrupts the color scheme which makes the fish the focal point of the ad.Advertising We will write a custom essay sample on Simple Illustrations Yield Powerful Messages specifically for you for only $16.05 $11/page Learn More The fish bowl with the dripping tap only covers about one-third of the ad, and the remaining portion of the ad is filled with grey which makes the advertisement very simple, but the simplicity of the illustration bears a powerful message. The advertisement, â€Å"SAVE WATER, SAVE LIFE†, makes an attempt to persuade a diverse audience to conserve water. In my opinion, the ad successfully persuades a broad audience becau se the subject matter and techniques used in the ad allow the audience identify with the message. Specifically, the contrast of color, the usage of the fish, and the shape of the tank are the tools that effectively persuade audience into identifying with the message of the ad. The following will illustrate how the tools in the advertisement are effective in conveying the message of the ad. One of the aspects of the advertisement that accentuates the message is the contrast of color. The ad consists of varying shades of gray in the background and the orange color of the fish in the foreground. In my opinion, the author chose shades of gray in the background in order to draw attention to the fish which is the subject matter of the ad. Personally, when I saw the ad my eyes went straight to the orange fish because of the gray background. If there were more colors used in the ad, they would draw attention away from the fish, thus, distracting the audience from the message. Using simple c olor schemes in the background of the advertisement also accentuates the severity of the topic (Bedan 7). The grays in the background create a somber feeling in the audience because gray is a color that represents serious subject matter. The somber feeling of the audience allows them to realize the severity of the topic being discussed in the ad. Although the color scheme of the advertisement was simple, the simple colors enhanced the message of water conservation for the audience. The advertisement appeals to a varied audience because of the indirect human appeal (Langford 42) created by the manner of the orange fish. The orange fish is humanized by the panic expressed by the stare of the fish at the dripping water tap because all humans have felt panic which allows for a varied audience to identify with the plight of the orange fish.Advertising Looking for essay on advertising? Let's see if we can help you! Get your first paper with 15% OFF Learn More The o range fish also appeals to a varied audience because the fish does not represent a particular type of person. No race, gender, age, or career is specified in the ad because of the orange fish being the subject matter. Since no particular division of people is targeted, the ad can reach out to a variety of people. A farmer or a lawyer will be compelled to conserve water due to the ad not singling out a particular group of people. Overall, the author’s usage of the clever usage of the orange fish draws a diverse audience because the manner of the fish humanizes the fish and the subject matter of the fish allows different groups of people to identify with the fish which helps to effectively convey the message of the ad. Another way the author conveys the message of water conservation to a diverse audience is through the usage of a round fish bowl as the habitat of the orange fish. A broad audience can identify with the habitat of the orange fish because the fish bowl is round li ke earthly habitat of the audience. The constant dripping of water out of the fish bowl that is already a quarter-full can be compared to the wastage of water on earth as a whole which amplifies the message of water conservation in the ad. No matter what walk of life a member from the audience may come from, all of the audience share earth as their home, and in some way identify with water being an important natural resource. The tank only being a quarter-full also amplifies the message of the ad because the little water in the tank illustrates how severe the water situation is on earth. If the tank were to be almost full, the audience would not feel the urgency and severity of the message. The previous information illustrates how the shape of the tank allows the audience to identify with the message of the ad. Ultimately, the techniques mentioned above come together to bring an important issue to a diverse group of people by using what the audience has in common with one another. T he gray color scheme in the background allow for the focus (Bedan 4) to be on the orange fish in the bowl. The panic in the fish illustrated by the stare at the dripping tap humanizes the fish and allows a diverse group to identify with the manner of the fish because all humans can identify with the feeling of panic, and the fish does not target a particular race or gender.Advertising We will write a custom essay sample on Simple Illustrations Yield Powerful Messages specifically for you for only $16.05 $11/page Learn More The shape of the fish bowl allows for a diverse audience to identify because the bowl is very similar to earth. The author uses the techniques mentioned to make the audience identify with the ad which makes conveying the message of water conservation more effective because the audience can apply the aspects to the ad to their individual lives. Berdan, Robert. (2004). Composition and the elements of visual design. Photo Composition Articl es, 20 January, 2004. Web. Langford, Michael. The Master Guide to Photography. New York: Dorling Kindersley Limited, 1982. Print.

African Americana Subject To Oppression And Discrimination History Essay

African Americana Subject To Oppression And Discrimination History Essay Historically, African Americans were subjects to severe oppression and discrimination from the part of white Americans, who hold the leading position in the American society and used their power to keep African Americans under their control. The historical development of African American community was accompanied by the permanent struggle of African Americans for civil rights and equal opportunities. At the same time, the development of the African American community led steadily to consistent changes in the attitude of Americans to African Americans because the latter attempted to gain equal rights and liberties compared to white Americans. On the other hand, such a struggle costs many African Americans life, whereas oppression and discrimination of African Americans persists till present days. Nevertheless, on analyzing the development of the African American community in the course of the US history, it is possible to trace consistent improvements that have occurred to the positi on of African Americans in the US since the Civil War to the present time. The Civil War targeted at the liberation of African Americans, who were enslaved by the dominant white Americans. However, the idealistic struggle of the Civil War did not bring a consistent improvement of the position of African Americans. Instead, African Americans had to spend over a hundred years in the permanent struggle for their rights and equal opportunities with the white population to partially realize ideals of the Civil War both white and African Americans had been fighting for during the war. In fact, the Civil War became the starting point when African Americans have started to change their position and their role in the American society but they had to pass a long road to gain equal rights and liberties, especially due to the Civil Rights movement of the 1960-s, and carry on the struggle for equal rights and opportunities even today, when some elements of racial discrimination persist. The rise of the social consciousness of African Americans as the community equal to whites and as the community that has its own rights and liberties which are equal to those other Americans have, had started prior to the Civil War, whereas the Civil War marked the attempt of African Americans and abolitionists to change consistently the position of African Americans in the US society. In fact, the abolition of slavery was one of the major driving forces of the Civil War and it was one of the primary causes of the war. In fact, after the end of the Civil War, African Americans were liberated, but the change of their social status did not bring a considerable relief for them because they still suffered from economic and political oppression. The period from 1865-1876 was probably the most dramatic period in the history of African Americans because it is during this time their dreams of the liberation and new life had reached the apogee and it was by the end of this period their dreams had be en totally ruined. At first glance, the progress in the position of African Americans was obvious. After the Civil War African Americans were freed, the 13th amendment of the US Constitution, ratified in 1865, outlawed slavery in the US, while the 14th amendment, ratified in 1868, granted full US citizenship to African Americans Moreover, in 1870, the 15th amendment extended the right to vote to black males (Franklin, 2001).

Advertisment Law Essay Example | Topics and Well Written Essays - 2500 words

Advertisment Law - Essay Example The purchaser desires to have or own a good brand name product and material with good quality at reasonable and cheaper rate. If the marketers were able to meet this demand of people of the society, definitely there would be a souring business for their product. The advertisers and marketers say that they would be able to supply anything to the consumers and what they want. It may be right to say that marketers and advertisers are in a position to meet the desires of consumers up to some level.Ethics around advertisement law can be explained or classified into a broader horizon. Ethics around advertisement law can be termed as advertisement ethics and it can be defined as an ethics that examines ethical rules and principles within a commercial context. Advertisement ethics should more over confer to economic, legal, social, human, and political context. Advertisement law comes under a parent law that is widely referred as commercial law, which governs both commerce and business. Comm ercial law primarily manages corporate contracts, hiring practices, sales, service and consumer goods. There are sixteen different commercial laws of which corporate law, employment law, labor law and tax law are the most important laws. Advertisement ethics generally means the philosophy of business. This will determine the fundamental proposes of the company. If any company is intending to maximize the returns to its share holders then that would be called as unethical since it is depriving the interests and rights of some one else. Corporate social responsibility or CSR is widely debated regarding the rights and duties existing between and society. Industrial espionage and hostile takeovers are the issues concerning different companies. Leadership issues, corporate contributions that too political contributions are being the worst debated ethical issues within business law. Introducing a new reform under the law reform is the crime like corporate manslaughter, which is being opposed by the biggest business houses to make them more secure. Advertisement law must be generally governed under the law and the justice should be equally distributed. Corporate ethics policies are being misused as marketing instruments. Since advertisement law does not come under the criminal law and any deviation is considered under the civil law and hence these deviations are not taken seriously. Business directly means providing goods and services and in its process it touches and enriches lives of the people it comes across and hence it has to be as sincere as it can and should try to do justice to the profession and the people it comes across. Advertisement law's should be made as stringent as possible since many retailers and business houses do ford and try to exaggerate the prices and cheat the consumers there by making profits ten times over the product they sell. Law governing the advertisement law must be in safe hands and try to make promulgations, which are the interest of the consumers. Smoking Advertisements have resulted in inspiring youth to make smoking and alcohol as a habit that finally made them slaves to drugs. Armchair critics might rant about how rampant drug usage is especially amongst young adults; even the common man is just as vulnerable. What is even more alarming is the fact that kids as young as 16 are doing drugs. Unfortunately, parents are often the last to sniff out

Position review Essay Example | Topics and Well Written Essays - 250 words - 1

Position review - Essay Example from advocating fully for their children`s rights, thus there is need to educate them.3)a)in paragraph three, inability of the parents of children with disabilities to understand terminologies has been brought out clearly. Teachers, therapists, health professionals, and even child advocates who provide services to these children often use terminologies and specialized language and forget that the parents cannot understand them including the most astute. b) In paragraph three, the writer states that even the most astute parents cannot understand the acronyms used by the professionals. Therefore the parents fail to understand them due to lack of knowledge and they feel embarrassed about that (Wilmshurst and Alan 241). c) In paragraph five, the writer makes appeals that include the use of simple language that the parents can easily understand and also parents accessing websites that can assist in understanding the various acronyms used in special education.4) the passage is more persuas ive in paragraph five, where the writer comes up with ways in which the problem could be solved where special educators can be made aware of the problem and then they communicate with the parents in manner that they are likely to understand. Parents are also encouraged to access websites that can assist them in understanding the various terminologies used (Wilmshurst and Alan 208).5) The writer has created an active voice. The use of active voice is appropriate as it tries to enlighten the problems the parents of children with disabilities face and what can be done to assist them by the special educators.by use of active voice the writer creates adequate ethos.6) The writer makes use of pathos by highlighting the problems the parents of children with disabilities go through while trying to understand special educators, who use acronyms that can hardly be understood by the parents.7)There is need for parents of children with disabilities to learn special education as it is unique and has

Investment Risk Management Essay Example | Topics and Well Written Essays - 1250 words - 1

Investment Risk Management - Essay Example Laura and Rubia (2012) says that in a practical setting, typical risks faced by financial institutions include defaults on loans provided by the firm, losses on investment securities and failure of business undertakings on a supplementary party owing certain obligations to the affected party. In this case, it is acknowledgeable that financial companies face numerous risks in operations. Therefore, risk management involves developing appropriate measures to curb and minimize effects of these typical circumstances. Laura and Rubia (2012) says that after developing appropriate measures, risk management moves into implementing and procedures meant to facilitate the realization of pre-determined risk management goals. In contemporary business environments, the financial industry faces substantial effects from volatility in micro-economic elements. This means that, economic trends play a significant role in either boosting or inflating portfolio, and investment securities held by a given c ompany. This type of risk is largely inevitable, as micro-economic elements of a business environment depend on the specific region that a business organization operates. In an event that America undergoes high inflation rates and a negative economic growth, then the financial industries operating within the US will feel the pinch of inflation. In this regard, financial institutions experience unprecedented risks during turbulent economic times. According to Allen (2012), it is inherent to acknowledge the fact that turbulence within an economic environment causes financial uncertainty; which requires intervention from risk management practices. Financial volatility and associated risks became pronounced with adoption of electronic trading in security markets. In modern automated markets, threats from data and information theft features as one insecurity element facing the financial industry. Trends suggest that there is a potential risk of exposure to data breaches coupled with iden tity theft experienced by financial institutions. Allen (2012) agrees that despite risk trends suggesting an increase in security breaches, financial companies do not put enough measures to counteract data theft. In a practical sense, failure to address these risks presents huge risks and challenges to the financial industry. In order to evaluate the effect of negligence in financial risk management, we will appraise the case of Lehman Brothers. In September 2008, Lehman Brothers, which is one of the most prestigious participants in the Wall Street market, admitted having filed for bankrupts amid negotiations with potential buyers. According to Teather, Treanor, & Wearden (2008), Lehman Brothers postulated that the protection move aimed at safeguarding its assets. However, the collapse of the huge financial company was a result of the credit crunch coupled with profound effects from sub-prime crisis. Lehman was a victim of the credit crunch, which refers to a situation where lenders provided limited on no money to borrowers. In 2008, there was a significant economic recession across the world. As a result, lending financial institutions froze their money in order to minimize risks associated with the uncertain economy. According to Teather et al. (2008), Lehman Brothers could not borrow enough money to sustain its business operations; hence opted for a bankruptcy protection. Apart from