Public bank management Essay Example for Free

public bank management Essay1.IntroductionsThe model of the Five Competitive Forces was developed by Michael E. Porter that becomes an important tool for analysing an organizations industry anatomical structure instrategic processes. This model is applicable to the banking industry. Public Bank do compete with the other financial institution in Malaysia, however they also must cooperate with unmatched another in many respects. There is an underlying problem which is the banks in Malaysia are so similar that there is essenti totallyy nothing one of them roll in the hay do that the others plundernot easily duplicate2. Five Forces Analysisa. Threats of new entrantsMalaysia has not put a barrier to entry for any financial institution manful banks in Malaysia, thus making it easy for any financial institution to penetrate into the industry.b. Bargaining power of suppliers a bank has three suppliers of its product, money1. Its depositors has no bargaining power whatever in reality. If they make time deposits the bank allow set the price or interest rate it lead pay. 2. The course credit market the credit market as a source of supply of the raw material, money, is open to all at all time if they are dependent participants. The source of supply can be argued to be infinite. 3. The central bank The Central bank is effectively the resource of last resort. Apparently, at least for the moment, it will continue to supply liquidity to the banking system in virtually unlimited quantities at very reasonable terms.c. Bargaining power of buyersIn the banking industry, customer take hold has very limited bargaining power. However the customers may option in changing to other banks that they think is offering a better offer than Public Bank.c. Threat of substitute productFor the most part there is no real threat of substitute products in the banking industry. However there probably will be continues evolution ofproducts from paper to electronic in coming years. This is an area of potential tilt for whomever banks that choose to use it in their services.d. Rivalry among competitorsGenerally all banks offer somewhat the same products and services to their customers, thus there is not untold differentiation amidst Public Banks and the other competitors. This is making the competition much higher. Public Bank is actually ranked as the top banks earners in Malaysia in 2009 alongside with Maybank, Bumiputra Commerce, RHB Capital and Hong Leong Bank.3. Table 1 Method used to observe opportunity and threat for Public Bank using external environment factors and industrial environment factors.(Factors under industry environment are derived from Porters Five Forces).4. Opportunities1. economical growth Malaysia had definitely have been more economically stable and improving, thus financial institution such as Public Bank are demand to aid the overall development of the country. 2. Government policy Encouraging borrowings, loans, investment and consu mption demand. 3. Awards and accolades Through recognition, Public Bank can project a overbearing image to their customers 4. Market share Public Bank has the highest market share for the private sector unit trust business, thus having a larger customer base.5.Low varying cost Nowadays it is easy for any customer to switch to other banks with just a click away, making the switching cost to be faster and cheaper, making it easy for the customers to switch to Public Bank.5. Threats1. Substitute product/service are availableThere is a potential competition to whomever banks that choose to upgrade their product and services to cater to their customers need. Maybank for example provide a customer friendly interface through their website www.maybank2u.com, and it became the most visited website in Malaysia. 2.Substitute cognitive operationMaybank, Bumiputra Commerce, RHB Capital and Hong Leong Bank are Public Bank competitors and each is recognized for their performance. This will make the competition even higher.3. Customer switching cost different than being an opportunity, switching cost can also be a threat for Public Bank as the customers can also easily switch to other financial institution.4. Government legal barriersThere are no barriers that the government put for any legal financial institution to enter in the industry, making any new entrants penetrate into the market share easily.5. Exit barriersHigh exit barriers in the industry are making the competition between Public Bank and the other competitors are even higher.6. ConclusionPorter Five Forces Model are used to identify how the forces affect the attractiveness and lucrativeness of Public Bank, and through this forces, the factors that influence these forces are used in the table 1, to identify Public Bank opportunities and threats. By identifying Public Banks industry environment, the company can improve and sustain their product and services for their customer, ultimately improving their perfor mance.

A Spectrum Through Time Essay Example for Free

A Spectrum Through Time EssayMuseum of the Moving go through is the countrys only museum dedicated to the art, history, technique, and technology of the pitiful image in all its forms. It is one-of-a-kind destination for audiences of all ages and interests, from connoisseurs of classic cinema to children and families to avid gamers. The Museum is located the state of modernistic York in Astoria Queens and has a collection of approximately 130,000 artifacts relating to the art, history and technology of the moving image. The collection is the largest and just about extensive in the United States, and is considered one of the most important collections of its kind in the world. Soon as one steps into the building the whiteness of the interior decor nurses us wonder what is behind the walls. The museum cover a wide range of subjects, including artifacts from all stages of film creation from nineteenth century optical toys to the latest in digital art and explores all phase of the production, promotion, and exhibition of moving images. Artifacts include costumes, fan magazines, games, design materials, licensed merchandise, and technical apparatus, still photographs, marketing materials for all kinds, video and computer games, and movie furnishings.It offers an engaging, highly synergistic core exhibition, discussions with leading figures in film and television, programs of contemporary and classic films from around the world, a unique collection, stimulating changing exhibitions, inspiring educational programs for learners of all ages, and forward-looking online projects. After everyone arrived of our ENG101 class, we got divided into depleted groups. My group started its 90 minutes tour on the third floor where we visited the primitive projectors and experienced the process of creating a moving image. Viktor, who was guiding our group, explained that any moving image is just an illusion.To create a moving image we need two preconditions. We must hav e speed and a split second of rest which is a moment of rest is given to the eye. Viktor also pointed out that the moment of rest could be achieved in several various ways. The first three we had looked at was the Phenakistoscope, Praxinoscope and the Thaumatrope. Viktor demonstrated all three methods which was fascinating. These popular devices were inspired in the nineteenth century by Peter Mark Rogets theory of visual persistence, which held that our eyes retain an image for a fraction of a second, ermitting a series of still images to become fused as a moving image.Another way to break down movements into a series of still pictures is a so called video flipbook. A flipbook is the simplest way of making a sequence of still pictures appears to move. The intervals of darkness necessary for the illusion of motion are provided by the turn, or flip of each page. The nineteenth-century photographic experiments of Eadweard Muybridge and Etienne-Jules Marey broke down the movements of animals into a series of still pictures.When displayed in rapid succession, these pictures appear to be moving, recreating the original motion that the images document. Moving further in the exhibition, we looked at Brooklyn-based artist Gregory Barsamians kinetic sculptures animate three-dimensional objects in real time. He called it Feral Fount which is a physical representation of a dream he had in which drops of pee from his kitchen faucet transformed into a bomb, and then a paper airplane before crashing into his dishpan.The artwork is a stroboscopic zoetrope made up of series of ninety-seven small sculptures, each slightly different from the preceding one. These sculptures function in the same way as the individual drawings in the frames of an animated film. The sculptures are mounted on a rotating armature. A strobe light flashes thirteen times per second, illuminating the sculptures. Because there are intervals of darkness between the flashes, we do not see a blur as the s culptures spin by, but perceive a moving image.The illusion of motion is convincing, although the flash rate of thirteen per second is abate enough for the eye to detect some flicker. Thirteen frames per second is just at the boundary between where we can and cannot detect individual images. There were so many more mind absorbing artifacts like the Three-Strip Technicolor Camera and Special Effects just to name a few. After Viktor described how all of these cameras worked in the past and how special effects were utilized even in today movies we continued our little tour to the second floor.We spent half as ofttimes time on the second floor, but none the less it was all so engaging as well. Gaining insight to all the subjects the movie makers implement to make a final project is quite fascinating. Visiting the Museum of Moving Image helped us understand what it takes to make a movie from start to finish, and comprehend the difficulties of every aspect of the movie and throughout it s process. To view it all on a canvas white walls, truly makes the Moving Image Museum a spectrum through time.

One flew over the cuckoos nest Essay Example for Free

One flew over the cuckoos nest Essay through with(predicate) Keseys example of literary features, his novel helped base an understanding on what society decided to opine is normal. Kesey highlights the significance of the insane and their positive energy. He uses McMurphy as a tool to highlight each patients positive side whereas society only searches for the negative. Keseys outlook on mental illness is simple he uses his novel to point this out. His novel shows how the patients in the ward are there because society placed them there. Society designate these people to be against the norms or conformities, which in return allowed the patients to feel inferior and out of place.This novel stresses the fact that each person should not be obligate into a corner they should be given rights to live regular lives with other people. Society should not force inferiority complexes on these patients. The fact that most of the patients were un obligate helps prove this point. It shows how society constrained them into a completely different and inhumane lifestyle. Another novel that joins this rebellion against society in relation to insanity is The cost Jar by Sylvia Plath. In this novel, Plath interprets insanity in her own way trying to prove practically the same point as Kesey.Plaths use of description, metaphors, and line drawing help provide her main point of allowing insanity to merge with reality. The Bell Jar is a novel equipped with descriptions that allow the reader direct main course to the main characters mind. Plath uses an abundant amount of physical descriptions such as the description of Esthers surroundings at all times to help give examples of how society has forced this woman to think. Esthers thoughts on life, death, and the world all seem to be reasonable and justifiable thoughts. She is capable of convincing the reader that those thoughts are not insane.Through the use of descriptions, Plath was able to highlight the unjust life of a 1950 s woman. Plath also uses metaphors to highlight the suppression made by society on the women. The title of the intelligence is the major metaphor that best represents Plaths idea on societys conformities. The entire novel revolves around the idea of the bell jar and this jar represents how society analyzes and reduces the contents provided in the jar. The jar represents insanity. Esther feels secluded and isolated from the real world when she is labeled as mad.She feels like she is an airless jar that ruins her perspective of what the real world is. It signifies a soften that ends the connection between Esther and the real world4. These literary features were all used to highlight Esthers alienation from the real world. It shows how a young woman from the 1950s was forced to act. Esther cute to pursue a writing career and is supported completely, but her thoughts begin to change when the fact that she cannot merge her career with being a mother develop to place. Esther becomes d epressed and her thoughts begin to change on the world.These individual thoughts begin to accumulate leading to actions that are condemned upon by society. Society expects a lot from Esther such as the idea of her virginity. Esther rebels against the conventional role of virginity with women at that time by embarking on a sexual experience. Esther did not become insane because she believed against the norms of society but or else insanity fell on her. The treatments in both novels are similar in many aspects. At first, the hospitals provide healthy conversations between the patient and a professional psychiatrist.In both novels, the sense of talking is important because a lot of information is released about society and what they think of it. Another treatment unremarkably done after talk therapy is electroshock therapy. Electroshock therapy was created in 1936 in order to help patients clear their mind5. As years passed, this treatment began to evolve which then led to the chang e of its purpose. In One Flew oer the Cuckoos Nest, ECT was used as a form of punishment. Patients were punished for doing anything out of the ordinary.In The Bell Jar, Esther Greenwood undergoes some(prenominal) electroshock therapy sessions to clear her mind. She continuously states how painful the therapy is and tries to refuse treatment. Her recollections of these treatments show the inhumanity in health check treatments. Another treatment that falls into the controversial category is Lobotomy. It is shown insignificantly in The Bell Jar, one patient briefly converses about it. On the other hand, Lobotomy has a major impact in One Flew over the Cuckoos Nest. The main character undergoes a lobotomy at the end of the novel.This act completely criticizes the ways of society in relation to medical treatments. Many forms of medical treatments on insanity exist but whether they provide a positive outcome is the main question. Society and mental illness are very tight related in th e sense that society creates the separation between sanity and insanity. That separation is miniscule and changes constantly over time. Both of these novels emphasize isolation, suppression, and seclusion forced by society. Society forces these on the ideas that are condemned or not wanted.These ideas should not force inhumane actions but rather welcome ideas as an advantage to a better society, a more open society. Mental illnesses and treatments are used as major themes in novels to help highlight the negative aspects of what society creates. Through showing the unjust actions forced by society on people, the idea of insanity should evolve from punishment to help.Word Count 1,605 1 One Flew Over the Cuckoos Nest, by Ken Kesey. 2 Gale, CD-Rom, HS Library. Source 1 3 Gale, CD-Rom, HS Library. Source 1 4 Concise Dictionary of American Literary Biography, 1941-1968 Contemporary Authors, Vols. 17-20.

The Portrayal Of Women In Film Film Studies Essay

The Portrayal Of Wo hands In Film Film Studies EssayI induct chosen the next question. To what extent do you agree with the statement that the egg-producing(prenominal) in contain is on display, passive and purely there because of her to be looked-at-ness?Women in my opinion have been the subject of warmness supportdy in films and argon not that often respected. Yes, there are a number of films about the power that woman can show along with the control to be on a par with men. But, they still show them as voyeuristic and sexual items. Most of Hollywoods films have men in control and makes use of the mannish gaze (that is, the audience sees what they see about the womanly). Women are characteristically on the receiving end of that gaze.According to Mulvey In a world of sexual imbalance, pleasure in looking has been split between active/male and passive/female. The determining male gaze projects its fantasy on the female figure which is styled accordingly.In my opus and my ass essment of females on display I will be looking mainly at Tomb despoiler (Simon West, US, 2001) about the adventures of Lara Croft. The character is played by and stars Angeline Jolie. I will also take a look at an different film also feature Angelina Jolie Mr and Mrs Smith (Doug Liman, USA, 2005).Firstly Tomb Raider. This film follows the success of a popular video game where as an adventurer you are taken through umteen seemingly impossible swashbuckling events to win the game. Like other characters, she must save the world. But when interviewed about her movie and her part in it she even dialog about her to-be-looked at character. Angelina Jolie states Cmon, Im not so flat chested to begin with, she said. So it wasnt like we had to completely change me. You know, we just had to enhance me a little. Im a 36C. Lara, shes a 36D. And in the game, shes a double D, so we took her down some. But we did give her a bit of padding there. For me, it was simply one size, so it was like h aving a padded bra.So we are looking here at an almost virtual body that can satisfy desires and highlights her enthusiasm to play a legitimate human just now at the same time to invest erotically in a fictional character. Can we see anything else at times other than her being on display?We are also looking at Tomb Raider as a voyeuristic gaze. Although Lara Croft is a woman she is plentiful us the female version of Indiana Jones but she lacks the fully realized three-dimensional qualities male counterseparate usually show, as she is seen as Incredibly hot-n-juicy, and although playing probably the best action heroine the quality of the story dictates that she alone is probably the reason to see this movie.It appears that despite the move towards a masculine role as a woman the effort to mould her into a positive figure is difficult in a society because she is a woman. In an influential academic paper in 2002, Helen W. Kennedy said the question surrounding Lara Croft was simple is she a positive role model for young girls or just that perfect combination of eye and thumb candy for the boys?.It appears that (West) the producer wanted to set the film in a marketable form potentially appealing to both male and female audiences. Particularly to at the time girlpower and the emerging ladette culture. This as Helen Kennedy says centres around playing lads at their own game but still seen primarily addressing a male audience.Lets look at the first five minutes of Tomb Raider it gives an appropriate insite into what is to be seen in the rest of the film. The opening sequences spend a muckle of time focussing on Laras body. To begin with the shot of her face is from a particularly low angle, perhaps to express her dominance over the impending scene, but is more likely for the audience to see empathised breasts. It goes on to show several gratuitous shots of Laras crotch and thighs.What is also interesting is that the sound has been exaggerated and the moans and s creams while Lara is flake the robot have clearly been digitised louder, thus supporting Mulveys theory of voyeurism.Take a look at the photo below of Lara Croft. Notice she looks directly at you as a person and could be construed as a gesture of her awareness of herself as the object of the male gaze.(2001) Tomb Raider online image http//www.comicbookmovie.com/fansites/LetsCutTheBS/news/?a=7733(Accessed 30th April 2010)Another film with Angelina Jolie that represents a completely different type of format is Mr and Mrs Smith (Doug Liman, USA, 2005). This time the film is about a bored marry couple who are surprised to learn that they are both assassins hired by competing agencies to kill each other. Whereas Lara Croft was shown very much eye candy, in this film the attempt is to show empowerment of woman to do the same role as a man. Uunfortunately Hollywood still insist on showing the female character as a tasteful, soft-core fantasy. Jolie (Janet Smith in the film) is depicted a s a fiery, professional assassin. Just where the point in the film of her wearing a PVC corset with a little matching micro-skirt thing, bears no relationship at all to the genre the film is trying to depicts.This time looking at a still from the film which is themed as a nonstop action movie like the Bourne identity series (Doug Liman, USA, 2002) Angelina Jolie is still shown in parts of the film as a voyeuristic woman on display.(2005) Mr and Mrs Smith online image http//www.aceshowbiz.com/images/still/mr_mrs_smith07.jpg(accessed 4th May 2010)ConclusionOf course I appreciate these are my personal opinions and how I see womans role in the film industry. One question comes to mind-why cant women be portrayed as strong, intelligent and empowered as well as being sexually attractive?I am not trying to say that women have to be either stupid, pretty, ugly or clever. I am not saying that beautiful women cant be empowered and vice versa, what it is merely questioning is why the film make rs feel the affect to spend more time focussing on the body, appearance and sexuality of the female characters than they do the male characters. There needs greater focus on the characters intelligence or ability and more focus on the aesthetic than on the plot itself. Which, really, is the reason most people go to watch a film in the first place.BibliographyVisual Pleasure and Narrative Cinema (1975) Laura MulveyOriginally Published Screen 16.3 Autumn 1975 pp. 6-18http//www.jahsonic.com/VPNC.htmLara Croft Feminist Icon or Cyberbimbo?- Helen W Kennedy Originally Published-School of Cultural Studies, University of the West of England. pp. 4-5 http//www.gamestudies.org/0202/kennedy/Mr and Mrs Smith (2005) Copyright The 20th Century Fox. All Rights Reserved. pp. 5 http//www.aceshowbiz.com/images/still/mr_mrs_smith07.jpgMovie minutiae Lara Croft Tomb Raider 2001 Originally make by Vivien Cuttle, 15th February 2008. pp.1 http//blogs.abc.net.au/articulate/2008/02/movie-minutia-1.html Back to the future for Lara Croft Originally published by the BBC on 10th May 2007. pp. 1 http//news.bbc.co.uk/1/hi/ engine room/6641833.stm

Development of Sustainable LED Lighting for Offices

Development of Sustainable lead promiscuo utilise for purposesCHAPTER 1INTRODUCTION1.1 Study BackgroundClimate change is cursorily increasing in our surround repayable to an increase in attackes such as carbon dioxide and methane produced by humans and animals in the Earths atmosphere. As humans we want a moral tariff to control and save the environs. The built surroundings is one of the major stupors towards greenho hold swash emissions. Designers ar at present pressured to design sustainable twists that chip in less relate on emissions that damage the milieu.The term sustainabi illuminey means to save natural re credits for future day generations. Many mental synthesiss in putly occasion resources such as fossil displaces which ar converted into aptitude. visible mailing arrangements in grammatical constructions throw some of this energy. Lighting accounts for some 15% of the energy bill in most homes, and around 25% in commercial message buildings. It is supplied by electric caral might plants using fossil fuels, and is responsible for a signifi foott percentage of carbon dioxide emissions (Marsh all 2009)To help set upon how we as consumers use electric debileing an alternative slew be achieved via sustainable luminousnessing. Sustainable firinging can be defined as, Lighting that meets the qualitative needs of the optic surround with the least impact on the physical environment. (Service Lamp Corp. 2001)Light is an electromagnetic radiation, which means it is partially electric, magnetic and radiates. Light starts represent from atoms (electrons that battleground the nucleus). When energy is absorbed by an atom the electrons shift up to a bigger orbit. When the atom loses the energy the electrons shift back start to the original orbit, heart and soulpatch the electrons shift back down they emit clean-cut in the form of electromagnetic radiation. (Sarlina 2009)This scroll for astound review material on liber ation organisations in the maculation environment. The document forget start with a brief history of the kindling incandescent lamp and then go on to how humans interpret shine. The document get off discuss how lead engine room would be utilised more(prenominal)(prenominal) in divisions and discuss the importance of migrating to conduct visible radiation systems in pieces for a more sustainable environment.The thesis will accommodate three known courtship studies on guide spunk installed in social functions to gather and compargon data in order to evaluate how guide brightness would suffice in real biography environments.1.2 Brief HistoryThe history of modern lightering starts off with the maneuver of the arc light in 1810 by Humphrey Davy. This pretended by connecting a battery to a strip of charcoal using two wires. The strip of charcoal was summon with electricity and glowed. (Jacks 2003)In 1820 rabbit warren De La Rue employ a piece of platinum pla ced inside a tube. A up-to-date was passed through and through the tube and the platinum lit well solely the medulla oblongata did non go into production because platinum was precise expensive. (Jacks 2003)A chemist and physicist Joseph Wilson throw produced a workable electric light in 1860 which he patented as an incandescent light bulb with a strand made from carbonised paper in spite of appearance a partial vacuum. J. W. freewheel improved on the invention in 1875 he changed the chain to a compressed and carbonised fibrous cotton thread chain. (Jacks 2003)An journeyman called Thomas Alva Edison bought Josephs Swans patent from a company who owned the patent. Thomas Edison worked on the light bulb to increase the life span. In 1880 Thomas Edison invented his Bamboo fibre filament lamp which lasted for 1200-1 five hundred hours. (Jacks 2003)In 1903 Willis Whitnew invented the tungsten filament lamp (commonly used today). The tungsten lamp had a carbon filament with a met al-coating. This stopped the problem with the bulb turning dark as Thomas Edisons bulb did. (Jacks 2003) applied science today has advanced to new methods of brightness. Light emitting diode ( direct) technology is now at the centre point of attention as conduct lighting has many a(prenominal) advantages with beingness very energy efficient, foresightful lasting and produces less warmness comp ard to standard incandescent or halogen bulbs.1.3 Dissertation complex body partThe dissertation is divided into a sequel of five chapters. The first chapter focuses on climate change and the need to for a more sustainable built environment, a brief history into the light bulb, aims and objectives of this dissertation and the logic behind the dissertation.Chapter two is a detailed belles-lettres review which focuses on the effects of lighting on building occupants followed by political science legislation, then comparing distinct casings of lighting and leading onto suspicion on l ead technology. The information ga at that placed is sourced from websites, g all overnment documents, books and scientific journals.Chapter three follows on from the belles-lettres review. This chapter focuses on the structure for the dissertation firstly explaining the reason for using a literature review and then amazeing on three major model studies confine been chosen and all sideslips deal with take lighting systems deep down office spaces. From the case studies the indite has analysed and interpreted information. The prime data gathered will be in the form of a qualitative forefrontnaire sent to lighting experts (via email) who have been involved with the case studies. The Answers have been analysed and compargond to get a wide companionship from accredited professional opinions.The fourth chapter enquiryes into the three chosen case studies, all case studies argon analysed and compargond to give an overview of how effective having an LED lighting system is in an office environment.The fifth chapter discusses the results gathered from the findings. This would give an overview to the dissertation and show the key findings into answering the key questions.The final chapter will draw up conclusions as to the impact of LED lighting in office environments. The chapter addresses the original research question in the context of the findings and tins final conclusions on LED lighting and making use appropriate references where necessary.1.4 Aim and ObjectivesThe agent has chosen sustainable LED lighting as the subject ara in this dissertation. The question the author would like to jut fall out will beWhy arent there enough office buildings using LED lighting systems? Also what effects do LED lighting have on users working in an office environment would LEDs be beneficial for health and comfort on a psychological basis?To address the question the author will explore this main aimThe aim of this study is to research into the sustainability of LE D lighting systems and how lighting can affect building users within an office environment. The author will aim analyse case studies on LED lighting systems in offices. What are the advantages and disadvantages? How would an LED lighting system be best suited for the office environment in terms of capability, comfort, reliability and short long term costs? The author will interview pack from case studies drawn to gather primary qualitative information to reach a final conclusion.The actions the author will charge to help answer the research question are listed belowLiterature review, allot into account of the building regulations, effects of fake lighting on building occupants, types of artificial lighting and researching into books, case studies, reports, journals and websites related to LED lighting and other sustainable lighting systems.Research case studies on LED lighting systems that have been installed in offices. This would give the author an insight on how LED lighti ng systems have been successful in a real life environment.Interview researchers from case studies. Ask questions nigh how LEDs are designed to fit in a working office environment. Any regainings that have occurred within the buildings.1.5 HypothesisIn the coupled nation there are very few offices if any that use an LED lighting systems to light up an office space. This could be due to lose of awareness, economic climate, social environment and lack of technology available to solve prob lematic conditions.1.6 Key questions1. How does light effect building users in terms of health?2. How would LED lighting benefit offices and the environment?3. Why isnt there many offices using LED lighting systems?4. What is the current market like for LED lighting? Would there be a future for more LED lighting in offices?CHAPTER 2LITERATURE REVIEW2.1 IntroductionThis chapter researches into the effects of lighting on buildings occupants, legislation, opposite types of lighting and LED technol ogy in detail. The aim for this literature review is to obtain information on how light is transcribed in the circadian system and the effects of light on human health. Legislation is a key issue for lighting. it regulate on the tot of light gestated for the appropriate trade union movements ordinarily attained in different buildings, by learning legislation it would give the author an chthonicstanding into what requirements an office would need for good lighting.All information collated are from secondary and tertiary sources for this literature review the information is found in books, journals, web pages, and government documents.2.2 Effects of lighting on building occupantsLighting affects all building occupants on the itinerary they put to death tasks. in that location are different levels of lighting in different environment the g exitiness of light used in offices would tend to have a blue- etiolated tinct to promote concentration and light used in public areas would be a warmer yellow colour so building occupants would tincture more relaxed in this type of environment. Too frequently light can cause health problems such as increase stress levels, headaches and high(prenominal) business pressure to the building occupant. (H.E.S.E, 2009)(Boyce, 2003 pp. 160) stated that Most apparently visual tasks have three components visual, cognitive, and motor. Every task is unique in its balance amidst these components and whence in the effect lighting conditions have on task performance.(Boyce, 2003 pp. 160) excessively stated that Lighting conditions can affect task performance throught three systems, the visual system, the circadian system, and the perceptual system. the impact of lighting conditions on the visual system and hence on visual performance is persistent by the size, lighting contrast, and colour difference of the task and the amount, spectrum, distr bution of the lighting.The point that (Boyce, 2003) makes is that light sent to the visual system affects the performance of the information relayed in the brain. (Cuttle, 2008 pp. 5-6) stated The ocular system of the human midpoint focuses an inverted image onto the retina, shown in Figure 1. This image is constantly changing with movements of the head and the scanning movements of the eyes. It is often said that the eye is like a camera, but the only similarity is that it forms a focused image in which, for every pixel, there is a corresponding element in the luminous environment.The distribution of luminance and colour that comprises the retinal image is modified by light losses that occur in the optical media of the eye, and these losses are non constant as they increase significantly with age. (Cuttle, 2008) twain books express points about how light is interpreted in the human brain differently but they both correlate how light can affect a building occupant. They both state how light is interpreted in the visual system.A research journal on Light Much More Than Vision written by Mark. S. Rea (Ph.D.) Discuses how lighting can affect the circadian system in building occupants. The journal questions if offices, school and homes are providing good lighting practises.The journal begins with an abstract on the impact of light on the circadian system The amount of light, its phantasmal composition, spatial distribution, timing and term needed for vision is so different from that needed for circadian functioning, that generalizations about good lighting will have to be assessed by two very different sets of criteria in the future. (Mark. S. Rea, 2007)The journal continues on how light is interpreted in the human circadian system Light is at once and formally defined as optical radiation entering the eye that provides visual sensation. An international system of p hottishometry has been developed and institutionalized to quantify, measure and communicate the properties of light as it affects the human vision. (Mark. S. Rea, 2007) This contention explains how light is communicated in human vision. Practical sources of light allow humans to read material, move around spaces, repulse cars, bring about social interaction between other users and allow user to do other activities.Under spatial distribution the journal states Through optical warp by the cornea and lens in the eye and by neural-optical enhancements by in the retina, the spatial distribution of objects and textures in the environment can be processed by the visual system. Arguably faultless rendering of the spatial distribution of light in our environment by our retina is essential to our survival because patterns of light and dark provide information needed by the visual system (Mark. S. Rea, 2007)The journal concludes with So, Are we providing healthy light in our offices, schools and homes? Probably the answer is No, we are not. Certainly we are not providing or specifiying the pattern lighting technologies and applications for the circadian re gluation (Mark. S. Rea, 2007). This would bring on the question as to wether LED lighting would provide the answer to good lighting. LED has been evolving for years, they have been specifically modified to provide comfortable lighting levels for which a user could carry out certain visual functions.2.3 LegislationThe Kyoto agreement is a protocol made by the United Nations Framework Convention on Climate change. This main aim of the protocol is to stabilise greenhouse gas emissions. in that location are four greenhouse gases that the protocol focuses on (carbon dioxide, nitrous oxide, methane, sulphur hexafluoride). The United Kingdom Government is legally tied to the Kyoto agreement and has set out targets to meet emission rates.A document on The Kyoto protocol by British-Energy states The UKs commitment under the protocol is for a lessening in greenhouse gas emissions of 12.5% from 1990 levels by 2008-2012. This implies an 8% reduction in CO2 emissions over this time period. T he UK government also has an aspirational target for itself of a 20% reduction of CO2 emissions by 2010, demonstrating the importance of this issue for the current government.(British Energy, 2009) Offices contribute towards the CO2 emissions given off around the planet. A lot of the energy used in offices is mainly caused by office lighting. The new advancements in LED lighting could reduce the amount of energy used because LED lighting is the most sustainable type of artificial lighting. This could help aid the efforts of the Kyoto Protocol and help meets emission targets.Approved chronicles Part L of the building regulations is split up into four documents. Part L1A and L1B focuses on saving of fuel and power in domestic buildings, part L2A and L2B focuses on conservation of fuel and power in non domestic buildings. As of 6th April 2006 the revised building Regulations Part L saving of Fuel and Power came into effect. The updated regulations would improve energy standards by 40 percent from that of the 2002 Building Regulations (ODPM, 2006). there are four pass documents published by the Office of the Deputy Prime Minister (ODPM, 2006)Approved Document L1A conservation of fuel and power (New dwellings) (2006 edition)Approved Document L1B Conservation of fuel and power (Existing dwellings) (2006 edition)Approved Document L2A Conservation of fuel and power (New buildings other than dwellings) (2006 edition)Approved Document L2B Conservation of fuel and power (Existing buildings other than dwellings) (2006 edition)L1 Domestic buildingsConservation of fuel and power in dwellings. constraining heat loss through fabric of dwelling from hot piddle pipes used for space heating.Limiting heat loss through hot water vessels and service pipes. make use of control systems on space heating and hot water systems so that energy can be used efficiently.Use control systems on lighting systems so that energy can be used efficiently.L2 Buildings other than dwellingsC onservation of fuel and power in non domestic buildings.Limiting heat loss through fabric of dwelling from hot water pipes used for space heating.Limiting heat loss through hot water vessels and service pipes.Use control systems on space heating and hot water systems so that energy can be used efficiently.Providing lighting systems with fitted controls so that energy can be used efficiently.Limiting exposure to solar heat gains.Use control systems on air conditioning and mechanized ventilation systems so that energy can be used efficiently.Commissioning the building engineering services so that they make efficient use of energy and recording their performance.Approved Document L2A Conservation of fuel and power highlights what is indispensable for lighting capacity in offices, industrial and retention areas in all building types. The document states For the purposes of this Approved Document, office areas include those spaces that involve predominantly desk-establish tasks, inc luding classrooms, seminar rooms and conference rooms, including those in schools.Reasonable provision would be to provide lighting with an median(a) initial efficiency of not less than 45 luminaire-lumens/circuit-Watt as bonnied over the whole area of these types of space in the building. (ODPM, 2006 pp. 19)LED lighting has the potential to jump past the average guide for initial efficiency of 45 lumens per watt. A breakthrough from the lighting company CREE states LED qualification test results that set a new benchmark for the LED industry. Cree reported results of 131 lumens per watt white LED efficacy, confirmed by the National Institute of standardiseds and technology in Gaithersburg, Maryland. Tests were performed using warning white LEDs with Cree EZBright LED chips. (CREE Inc, 2009)The CIBSE Lighting Guide 7 Office Lighting gives a guidance of how to layout lighting systems within an office to give the maximum efficiency of lighting and how much light is required for different types of office spaces. The guide states There are many ways to light an office space with direct light down from above, from indirect light bounced from the ceiling, or from a combination of both. Many factors will dictate or enchant the choice of which technique to use. (Ruffles, 2005 pp. 7)There are many different building types and each office would need a lighting system that is individually specified. There are different types of lighting systems that give off different light intensities.The lighting guide states that a true office space would need 500 lux (illuminance) for building users to take on paper-based or mixed tasks comfortably and ccc lux for any screen-based work. (Ruffles, 2005)Figure 2 shows the required amounts of light need for building user to work within different types of offices spaces, taken from the office lighting guide.The exercises suggest that each typical office space would need 300 lux for screen based tasks, normal meetings and recepti on administrative tasks and 500 lux for more intense tasks such as paper-based, reading documents and paternity. In a more deep-plan area the office space is required to have 500-750 lux throughout to perform multiple tasks comfortably. This is due to the fact that deep-plan areas are more towards the bosom of office spaces or more than six meters away from windows they would require a more constant flow of artificial light.This is where LED lighting may be at best because of the amount of electricity LED lighting systems take are very minimal and could deliver the required amount of light depending and the type of locating. In normal deep-plan areas artificial lighting systems are on for semipermanent periods because natural lighting coming in from windows would not penetrate throughout the office spaces.The corporation Philips suggests that a higher powered LED light would deliver up to 220 lumens. This type of LED would typically consume four watts. A typical deep-plan office space would require three high powered LED lights to deliver a comfortable amount of light for a user to perform various tasks, which would still consume less electricity compared to other office lighting systems.2.4 Types of lightingThere are many types of lamps that are currently used in different environments. These lamps include the incandescent lamp, sign on fluorescent lamp, fluorescent lamp, halogen lamp, metal halide lamp and light emitting diodes.Incandescent lampsAn incandescent lamp is a glass (See figure 3) bulb containing a thin filament. A current is passed through the filament, which heats up the filament until light is produced.(Philips, 2000 pp.49-50) stated The earliest filament lamps as developed by Swan in the United Kingdom and Edison in the United States had a short life of only 150 hours and a low efficiency of 2.5 lumens per watt, but they were imagination of as a wizard(prenominal) light source to replace gaslight. Filament lamps were clean, had greater flexibility, better colour and, with the development of available sources of power, better long-term economics. Now, a century later, the light bulb is still the preferred lamp for domestic use due to its cheap cost.Phillips (2000) continues to state that The life of a filament lamp depends upon its light yield, with a greater output big a shorter life. A life of ampere-second0 hours with a light output of 12/14 lumens per watt was established as being a fair compromise and one which has stood the test of time.(Bean, 2007 pp. 139) explains that a compact fluorescent lamp is the introduction of smaller diameter tubes using high efficiency triphosphors bought with it the posibility of folding the tubes to produce compact single ended lamps. A 12W compact fluorescent lamp gives the same output as a 60W tungsten GLS lamp.fluorescent fixture Lamps(Fielder, 2005 pp. 28) states that fluorescent fixture lamps are built using a tubular glass envelope coated on the inside with a mix of phos phors. Inert Gas and a small amount of hydrargyrum is introduced into the tube to provide the atoms for photoluminescence. the tube is slightly pressurized, and the ends of the tube are capped with electrodes, which contain a cathode to generate and arc.Fluorescent lamps are 8 times more efficient than incandescent lamps and have a long life span, but fluorescent lamps contain mercury shown in figure 5. Mercury in lamps is malign for the environment if not disposed of appropriately.Halogen LampsThe Interior Lighting for Designers book articulates that The tungsten-halogen (or halogen) lamp is an incandescent lamp with a selected gas of the halogen family sealed into it. As the lamp burns, the halogen gas combines with tungsten molecules that sputter off the filament and deposits the tungsten back on the filament (Gordon, 2003 pp. 73). Figure 6 below shows an example of what a typical halogen lamp looks like.metallic element Halide LampsMetal halide lamps produce white light of a go od colour quality and are available in many sizes, from compact lamps that can be used in penetrate lighting and table lamps to huge lamps for lighting stadiums. Standard metal halide lamps tend to have a colour temperature of 3700 to 4100K and appear unruffled and slightly greenish. Their CRI is 65 to 70. Standard metal halide lamps typically are used where colour is not critical, such as sports arenas, parking lots, landscape lighting, and building floodlighting. (Benya, 2004 pp. 9-10)Light Emitting Diodes (LEDs) An LED is a semiconducting material device that emits light when a voltage is surged through the semiconductor. LED solid-state lighting is becoming more in use because of the energy saving benefits and long term costs.The main types of light bulbs used in offices are fluorescent lamps, incandescent tungsten filament (halogen lamps) and metal halide lamps. Fluorescent lamps are the main types of light sources used in offing lighting the table states that the fluoresce nt tubes has a lamp efficiency of 32-86 Lm/W (Lumens per watt) this has a higher efficiency compared to incandescent tungsten filament lamp which have an efficiency of 7-14 Lm/W. Also fluorescent lamps can last more than ten times longer than incandescent tungsten filament lamps, but the tungsten filament lamps has a colour rendering index of 99 which means that the light intensity is much higher and would provide light that is closer to natural daylight compared to fluorescent lamps. Tungsten lamps are mainly used for executive offices to give an office a more professional facial expression environment. Metal halide lamps are used for desk lamp for more detailed important task where more light may be required for analytical reading and writing/complex drawing tasks.2.5 LED technologyLED technology is a fast growing lamp replacement solution in the lighting industry. LEDs contain semiconductors which are atoms of arsenic, phosphorus, germanium or other elements found in the periodic table. When electricity passes through the semiconductor visible light is emitted. Placing a number of LEDS side by side increases the increases the strength of the brightness. LED lights are also dimmable so the user could control the light intensity in a given area.The advantages of using LEDS are that they have a 50,000 to 100,000 hour life span, they consume very little electricity, they instantly light up, LED lights do not emit UV rays, they are durable to vibrations they do not contain any mercury and LED emits light from any part of the light spectrum.The disadvantages of using LED lighting are that light is distributed directly instead of evenly compared to incandescent and fluorescent bulbs it is very expensive to buy LED lights, they could cause light pollution in an environment because LEDs produce a lot of white light and LEDs are sensitive to heat.LED lighting is still currently being researched today to find out better methods to utilise the light from LEDs. An artic le from The Independent newspaper states The Indian government hopes to remedy this situation, which affects 112,000 rural villages across the country, over the next decade. The solution is a combination of light-emitting diodes (LEDs) and solar power. The former are more efficient than light bulbs the power required to light one stuffy 100W bulb can now light an entire village and the latter allows electricity to be stored in batteries and provides lighting where there is no grid supply. Both LEDs and solar panels can also take the rough and tumble of village life having few moving parts, they are very durable. (Independent, 2006)It is evident to see from this teaching that the progress of utilising light from LEDs is commanding however this is not something that can be generalised to a greater population at this current time due to economics.A journal published from the Philips Research Centre shows an experiment on LED light sources and modelling for practical control system s for LEDs. (Subramanian Muthu, 2002) states The recent improvements in high-voltage light emitting diodes (LED) technology with 100+ lumens per LED chip and efficacy exceeding that of incandescent lamps brings the solid-state lighting close to a reality. An LED light source made of Red, Green and glooming (RGB) LEDs can provide a compact light source with unique features such as instant colour variance. In this paper, we highlight the issues that introduce the variability in the colour point and present feedback control schemes to overcome these problems. (Subramanian Muthu, 2002)The journal concluded with RGB-LEDs have enormous potential in lighting applications. The major issue to be resolved is control and maintenance of the white point. This issue devises from the variation in LED wavelength and lumen output with temperature, drive current and time. Further complications arise due to the wide spread in the performance parameters of nominally identical LEDs. In this paper we have presented solutions to these issues using electronic feedback control of the light output of the LEDs. (Subramanian Muthu, 2002)A journal on Fundamental Analysis for Visible-Light Communication System Using LED Lights states LED is more good than the existing incandescent in terms of life expectancy, high tolerance to humidity, low power enjoyment, and minimal heat generation lighting Our group has proposed and optical wireless communication system that employs white LEDs for indoors wireless networks (8)-(11). (Nakagawa, 2004)The journal concludes In visible-light communication system, the LED lights are distributed within a room and the irradiance of light is wide for function of lighting equipment. Therefore, the intersymbol interference depended on the data rate and the FOW of receiver. (Nakagawa, 2004)A technical report on Energy Savings Estimates of Light Emitting Diodes in Niche Lighting Applications from the U.S. discussion section of energy focuses on the energy pe rformance of LED lighting systems within different sectors such as, residential lighting, traffic lighting, retail lighting and office under shelf lighting. the document states that A type of task lighting, LED office undershelf lighting systems have been introduced on the market as replacements for T12 and T8 fluorescent products used in the commercial offices. LED office undershelf lights have the potential to save 1.37 TWh/yr if the entire market shifted to 2007 LED technology, equal to 14.8 TBtu/yr of primary energy consumption. This amounts to about 20% of the annual consumption of one large (1000 MW) electric power plant or the annual electricity consumption of one hundred gravitational constant U.S. households.(U.S. Department of Energy, 2008 pp. 50)The report also states that fluorescent lamps, T8s, and T12s are the types of lamps that are commonly used in an office environment. These fluorescent lighting systems have a fixture efficiency of less than 40%. This follows on t o the average number of hours artificial lights operate for. Office undershelf lighting systems operate for an average of 2000 hours per year, amounting to about 5.5 hours per day or 8 hours per work day. (U.S. Department of Energy, 2008 pp. 51)This would bring on maintenance costs for the building owner due to bulb replacements. The life span of LED lighting systems is far greater than fluorescent lamps, which in turn would reduce regular maintenance.The annual energy comsuption for 53 million office undershelf lighting systems consume 3.43 TWh/yr of electricity in the U.S. At the moment LED lighting systems are still new to the market and have not penetrated the market enough to foreshadow the actual energy savings however LED lighting systems have the potential to save 1.37 TWh/yr of electricity if LED lights completely replaced fluorescent lighting systems. (U.S. Department of Energy, 2008 pp. 52)(DiLouie, 2006) Points that LEDs are solid state devices that produce light by pas sing a current through semiconductor chips which are housed in a reflector, which isDevelopment of Sustainable LED Lighting for OfficesDevelopment of Sustainable LED Lighting for OfficesCHAPTER 1INTRODUCTION1.1 Study BackgroundClimate change is rapidly increasing in our environment due to an increase in gases such as carbon dioxide and methane produced by humans and animals in the Earths atmosphere. As humans we have a moral responsibility to control and save the environment. The built environment is one of the major impacts towards greenhouse gas emissions. Designers are now pressured to design sustainable buildings that have less impact on emissions that damage the environment.The term sustainability means to save natural resources for future generations. Many buildings indirectly use resources such as fossil fuels which are converted into energy.Lighting systems in buildings consume some of this energy. Lighting accounts for around 15% of the energy bill in most homes, and around 25% in commercial buildings. It is supplied by electrical power plants using fossil fuels, and is responsible for a significant percentage of carbon dioxide emissions (Marshall 2009)To help combat how we as consumers use electric lighting an alternative can be achieved via sustainable lighting. Sustainable lighting can be defined as, Lighting that meets the qualitative needs of the visual environment with the least impact on the physical environment. (Service Lamp Corp. 2001)Light is an electromagnetic radiation, which means it is partially electric, magnetic and radiates. Light starts off from atoms (electrons that orbit the nucleus). When energy is absorbed by an atom the electrons shift up to a bigger orbit. When the atom loses the energy the electrons shift back down to the original orbit, while the electrons shift back down they emit light in the form of electromagnetic radiation. (Sarlina 2009)This document will review material on lighting systems in the office environment. T he document will start with a brief history of the light bulb and then go on to how humans interpret light. The document will discuss how LED technology would be utilised more in offices and discuss the importance of migrating to LED lighting systems in offices for a more sustainable environment.The thesis will include three known case studies on LED lighting installed in offices to gather and compare data in order to evaluate how LED lighting would suffice in real life environments.1.2 Brief HistoryThe history of modern lighting starts off with the invention of the arc light in 1810 by Humphrey Davy. This worked by connecting a battery to a strip of charcoal using two wires. The strip of charcoal was charge with electricity and glowed. (Jacks 2003)In 1820 Warren De La Rue used a piece of platinum placed inside a tube. A current was passed through the tube and the platinum lit well but the bulb did not go into production because platinum was very expensive. (Jacks 2003)A chemist and physicist Joseph Wilson Swan produced a workable electric light in 1860 which he patented as an incandescent light bulb with a filament made from carbonised paper within a partial vacuum. J. W. Swan improved on the invention in 1875 he changed the filament to a compressed and carbonised fibrous cotton thread filament. (Jacks 2003)An inventor called Thomas Alva Edison bought Josephs Swans patent from a company who owned the patent. Thomas Edison worked on the light bulb to increase the life span. In 1880 Thomas Edison invented his Bamboo fibre filament lamp which lasted for 1200-1500 hours. (Jacks 2003)In 1903 Willis Whitnew invented the tungsten filament lamp (commonly used today). The tungsten lamp had a carbon filament with a metal-coating. This stopped the problem with the bulb turning dark as Thomas Edisons bulb did. (Jacks 2003)Technology today has advanced to new methods of lighting. Light emitting diode (LED) technology is now at the centre point of attention as LED lighting has many advantages with being very energy efficient, long lasting and produces less heat compared to standard incandescent or halogen bulbs.1.3 Dissertation StructureThe dissertation is divided into a sequel of five chapters. The first chapter focuses on climate change and the need to for a more sustainable built environment, a brief history into the light bulb, aims and objectives of this dissertation and the logic behind the dissertation.Chapter two is a detailed literature review which focuses on the effects of lighting on building occupants followed by government legislation, then comparing different types of lighting and leading onto research on LED technology. The information gathered is sourced from websites, government documents, books and scientific journals.Chapter three follows on from the literature review. This chapter focuses on the structure for the dissertation firstly explaining the reason for using a literature review and then drawing on three major case studies have been chosen and all cases deal with LED lighting systems within office spaces. From the case studies the author has analysed and interpreted information. The primary data gathered will be in the form of a qualitative questionnaire sent to lighting experts (via email) who have been involved with the case studies. The Answers have been analysed and compared to get a wide knowledge from accredited professional opinions.The fourth chapter researches into the three chosen case studies, all case studies are analysed and compared to give an overview of how effective having an LED lighting system is in an office environment.The fifth chapter discusses the results gathered from the findings. This would give an overview to the dissertation and show the key findings into answering the key questions.The final chapter will draw up conclusions as to the impact of LED lighting in office environments. The chapter addresses the original research question in the context of the findings and provi des final conclusions on LED lighting and making use appropriate references where necessary.1.4 Aim and ObjectivesThe author has chosen sustainable LED lighting as the subject area in this dissertation. The question the author would like to propose will beWhy arent there enough office buildings using LED lighting systems? Also what effects do LED lighting have on users working in an office environment would LEDs be beneficial for health and comfort on a psychological basis?To address the question the author will explore this main aimThe aim of this study is to research into the sustainability of LED lighting systems and how lighting can affect building users within an office environment. The author will aim analyse case studies on LED lighting systems in offices. What are the advantages and disadvantages? How would an LED lighting system be best suited for the office environment in terms of efficiency, comfort, reliability and short long term costs? The author will interview people from case studies drawn to gather primary qualitative information to reach a final conclusion.The actions the author will take to help answer the research question are listed belowLiterature review, take into account of the building regulations, effects of artificial lighting on building occupants, types of artificial lighting and researching into books, case studies, reports, journals and websites related to LED lighting and other sustainable lighting systems.Research case studies on LED lighting systems that have been installed in offices. This would give the author an insight on how LED lighting systems have been successful in a real life environment.Interview researchers from case studies. Ask questions about how LEDs are designed to fit in a working office environment. Any issues that have occurred within the buildings.1.5 HypothesisIn the United Kingdom there are very few offices if any that use an LED lighting systems to light up an office space. This could be due to lack of awareness, economic climate, social environment and lack of technology available to solve prob lematic conditions.1.6 Key questions1. How does light effect building users in terms of health?2. How would LED lighting benefit offices and the environment?3. Why isnt there many offices using LED lighting systems?4. What is the current market like for LED lighting? Would there be a future for more LED lighting in offices?CHAPTER 2LITERATURE REVIEW2.1 IntroductionThis chapter researches into the effects of lighting on buildings occupants, legislation, different types of lighting and LED technology in detail. The aim for this literature review is to obtain information on how light is transcribed in the circadian system and the effects of light on human health. Legislation is a key issue for lighting. it regulate on the amount of light required for the appropriate tasks usually attained in different buildings, by learning legislation it would give the author an understanding into what requ irements an office would need for good lighting.All information collated are from secondary and tertiary sources for this literature review the information is found in books, journals, web pages, and government documents.2.2 Effects of lighting on building occupantsLighting affects all building occupants on the way they perform tasks. There are different levels of lighting in different environment the colour of light used in offices would tend to have a blue-white colour to promote concentration and light used in public areas would be a warmer yellow colour so building occupants would feel more relaxed in this type of environment. Too much light can cause health problems such as increased stress levels, headaches and higher blood pressure to the building occupant. (H.E.S.E, 2009)(Boyce, 2003 pp. 160) stated that Most apparently visual tasks have three components visual, cognitive, and motor. Every task is unique in its balance between these components and hence in the effect lightin g conditions have on task performance.(Boyce, 2003 pp. 160) also stated that Lighting conditions can affect task performance throught three systems, the visual system, the circadian system, and the perceptual system. the impact of lighting conditions on the visual system and hence on visual performance is determined by the size, luminance contrast, and colour difference of the task and the amount, spectrum, distrbution of the lighting.The point that (Boyce, 2003) makes is that light sent to the visual system affects the performance of the information relayed in the brain. (Cuttle, 2008 pp. 5-6) stated The optical system of the human eye focuses an inverted image onto the retina, shown in Figure 1. This image is constantly changing with movements of the head and the scanning movements of the eyes. It is often said that the eye is like a camera, but the only similarity is that it forms a focused image in which, for every pixel, there is a corresponding element in the luminous environm ent.The distribution of luminance and colour that comprises the retinal image is modified by light losses that occur in the optical media of the eye, and these losses are not constant as they increase significantly with age. (Cuttle, 2008)Both books express points about how light is interpreted in the human brain differently but they both correlate how light can affect a building occupant. They both state how light is interpreted in the visual system.A research journal on Light Much More Than Vision written by Mark. S. Rea (Ph.D.) Discuses how lighting can affect the circadian system in building occupants. The journal questions if offices, school and homes are providing good lighting practises.The journal begins with an abstract on the impact of light on the circadian system The amount of light, its spectral composition, spatial distribution, timing and duration needed for vision is so different from that needed for circadian functioning, that generalizations about good lighting wi ll have to be assessed by two very different sets of criteria in the future. (Mark. S. Rea, 2007)The journal continues on how light is interpreted in the human circadian system Light is presently and formally defined as optical radiation entering the eye that provides visual sensation. An international system of photometry has been developed and institutionalized to quantify, measure and communicate the properties of light as it affects the human vision. (Mark. S. Rea, 2007) This statement explains how light is communicated in human vision. Practical sources of light allow humans to read material, move around spaces, drive cars, create social interaction between other users and allow user to do other activities.Under spatial distribution the journal states Through optical refraction by the cornea and lens in the eye and by neural-optical enhancements by in the retina, the spatial distribution of objects and textures in the environment can be processed by the visual system. Arguably accurate rendering of the spatial distribution of light in our environment by our retina is essential to our survival because patterns of light and dark provide information needed by the visual system (Mark. S. Rea, 2007)The journal concludes with So, Are we providing healthy light in our offices, schools and homes? Probably the answer is No, we are not. Certainly we are not providing or specifiying the ideal lighting technologies and applications for the circadian regluation (Mark. S. Rea, 2007). This would bring on the question as to wether LED lighting would provide the answer to good lighting. LED has been evolving for years, they have been specifically modified to provide comfortable lighting levels for which a user could carry out certain visual functions.2.3 LegislationThe Kyoto agreement is a protocol made by the United Nations Framework Convention on Climate change. This main aim of the protocol is to stabilise greenhouse gas emissions. There are four greenhouse gases that the protocol focuses on (carbon dioxide, nitrous oxide, methane, sulphur hexafluoride). The United Kingdom Government is legally tied to the Kyoto agreement and has set out targets to meet emission rates.A document on The Kyoto Protocol by British-Energy states The UKs commitment under the protocol is for a reduction in greenhouse gas emissions of 12.5% from 1990 levels by 2008-2012. This implies an 8% reduction in CO2 emissions over this time period. The UK government also has an aspirational target for itself of a 20% reduction of CO2 emissions by 2010, demonstrating the importance of this issue for the current government.(British Energy, 2009) Offices contribute towards the CO2 emissions given off around the planet. A lot of the energy used in offices is mainly caused by office lighting. The new advancements in LED lighting could reduce the amount of energy used because LED lighting is the most sustainable type of artificial lighting. This could help aid the efforts of the Kyoto Protocol and help meets emission targets.Approved Documents Part L of the building regulations is split up into four documents. Part L1A and L1B focuses on conservation of fuel and power in domestic buildings, part L2A and L2B focuses on conservation of fuel and power in non domestic buildings. As of 6th April 2006 the revised Building Regulations Part L Conservation of Fuel and Power came into effect. The updated regulations would improve energy standards by 40 percent from that of the 2002 Building Regulations (ODPM, 2006).There are four approved documents published by the Office of the Deputy Prime Minister (ODPM, 2006)Approved Document L1A Conservation of fuel and power (New dwellings) (2006 edition)Approved Document L1B Conservation of fuel and power (Existing dwellings) (2006 edition)Approved Document L2A Conservation of fuel and power (New buildings other than dwellings) (2006 edition)Approved Document L2B Conservation of fuel and power (Existing buildings other than dwellin gs) (2006 edition)L1 Domestic buildingsConservation of fuel and power in dwellings.Limiting heat loss through fabric of dwelling from hot water pipes used for space heating.Limiting heat loss through hot water vessels and service pipes.Use control systems on space heating and hot water systems so that energy can be used efficiently.Use control systems on lighting systems so that energy can be used efficiently.L2 Buildings other than dwellingsConservation of fuel and power in non domestic buildings.Limiting heat loss through fabric of dwelling from hot water pipes used for space heating.Limiting heat loss through hot water vessels and service pipes.Use control systems on space heating and hot water systems so that energy can be used efficiently.Providing lighting systems with sufficient controls so that energy can be used efficiently.Limiting exposure to solar heat gains.Use control systems on air conditioning and mechanical ventilation systems so that energy can be used efficientl y.Commissioning the building engineering services so that they make efficient use of energy and recording their performance.Approved Document L2A Conservation of fuel and power highlights what is required for lighting efficiency in offices, industrial and storage areas in all building types. The document states For the purposes of this Approved Document, office areas include those spaces that involve predominantly desk-based tasks, including classrooms, seminar rooms and conference rooms, including those in schools.Reasonable provision would be to provide lighting with an average initial efficiency of not less than 45 luminaire-lumens/circuit-Watt as averaged over the whole area of these types of space in the building. (ODPM, 2006 pp. 19)LED lighting has the potential to excel past the average guide for initial efficiency of 45 lumens per watt. A breakthrough from the lighting company CREE states LED efficacy test results that set a new benchmark for the LED industry. Cree reported results of 131 lumens per watt white LED efficacy, confirmed by the National Institute of Standards and Technology in Gaithersburg, Maryland. Tests were performed using prototype white LEDs with Cree EZBright LED chips. (CREE Inc, 2009)The CIBSE Lighting Guide 7 Office Lighting gives a guidance of how to layout lighting systems within an office to give the maximum efficiency of lighting and how much light is required for different types of office spaces. The guide states There are many ways to light an office space with direct light down from above, from indirect light bounced from the ceiling, or from a combination of both. Many factors will dictate or influence the choice of which technique to use. (Ruffles, 2005 pp. 7)There are many different building types and each office would need a lighting system that is individually specified. There are different types of lighting systems that give off different light intensities.The lighting guide states that a typical office space would n eed 500 lux (illuminance) for building users to take on paper-based or mixed tasks comfortably and 300 lux for any screen-based work. (Ruffles, 2005)Figure 2 shows the required amounts of light need for building user to work within different types of offices spaces, taken from the office lighting guide.The figures suggest that each typical office space would need 300 lux for screen based tasks, normal meetings and reception administrative tasks and 500 lux for more intense tasks such as paper-based, reading documents and writing. In a more deep-plan area the office space is required to have 500-750 lux throughout to perform multiple tasks comfortably. This is due to the fact that deep-plan areas are more towards the middle of office spaces or more than six meters away from windows they would require a more constant flow of artificial light.This is where LED lighting may be at best because of the amount of electricity LED lighting systems take are very minimal and could deliver the r equired amount of light depending and the type of fixture. In normal deep-plan areas artificial lighting systems are on for longer periods because natural lighting coming in from windows would not penetrate throughout the office spaces.The corporation Philips suggests that a higher powered LED light would deliver up to 220 lumens. This type of LED would typically consume four watts. A typical deep-plan office space would require three high powered LED lights to deliver a comfortable amount of light for a user to perform various tasks, which would still consume less electricity compared to other office lighting systems.2.4 Types of lightingThere are many types of lamps that are currently used in different environments. These lamps include the incandescent lamp, compact fluorescent lamp, fluorescent lamp, halogen lamp, metal halide lamp and light emitting diodes.Incandescent lampsAn incandescent lamp is a glass (See figure 3) bulb containing a thin filament. A current is passed throug h the filament, which heats up the filament until light is produced.(Philips, 2000 pp.49-50) stated The earliest filament lamps as developed by Swan in the United Kingdom and Edison in the United States had a short life of only 150 hours and a low efficiency of 2.5 lumens per watt, but they were thought of as a magic light source to replace gaslight. Filament lamps were clean, had greater flexibility, better colour and, with the development of available sources of power, better long-term economics. Now, a century later, the light bulb is still the preferred lamp for domestic use due to its cheap cost.Phillips (2000) continues to state that The life of a filament lamp depends upon its light output, with a greater output giving a shorter life. A life of 1000 hours with a light output of 12/14 lumens per watt was established as being a reasonable compromise and one which has stood the test of time.(Bean, 2007 pp. 139) explains that a compact fluorescent lamp is the introduction of smal ler diameter tubes using high efficiency triphosphors bought with it the posibility of folding the tubes to produce compact single ended lamps. A 12W compact fluorescent lamp gives the same output as a 60W tungsten GLS lamp.Fluorescent Lamps(Fielder, 2005 pp. 28) states that Fluorescent lamps are built using a tubular glass envelope coated on the inside with a mix of phosphors. Inert Gas and a small amount of mercury is introduced into the tube to provide the atoms for photoluminescence. the tube is slightly pressurized, and the ends of the tube are capped with electrodes, which contain a cathode to generate and arc.Fluorescent lamps are 8 times more efficient than incandescent lamps and have a long life span, but fluorescent lamps contain mercury shown in figure 5. Mercury in lamps is harmful for the environment if not disposed of appropriately.Halogen LampsThe Interior Lighting for Designers book articulates that The tungsten-halogen (or halogen) lamp is an incandescent lamp with a selected gas of the halogen family sealed into it. As the lamp burns, the halogen gas combines with tungsten molecules that sputter off the filament and deposits the tungsten back on the filament (Gordon, 2003 pp. 73). Figure 6 below shows an example of what a typical halogen lamp looks like.Metal Halide LampsMetal halide lamps produce white light of a good colour quality and are available in many sizes, from compact lamps that can be used in track lighting and table lamps to huge lamps for lighting stadiums. Standard metal halide lamps tend to have a colour temperature of 3700 to 4100K and appear cool and slightly greenish. Their CRI is 65 to 70. Standard metal halide lamps typically are used where colour is not critical, such as sports arenas, parking lots, landscape lighting, and building floodlighting. (Benya, 2004 pp. 9-10)Light Emitting Diodes (LEDs) An LED is a semiconductor device that emits light when a voltage is surged through the semiconductor. LED solid-state lighting is becoming more in use because of the energy saving benefits and long term costs.The main types of light bulbs used in offices are fluorescent lamps, incandescent tungsten filament (halogen lamps) and metal halide lamps. Fluorescent lamps are the main types of light sources used in offing lighting the table states that the fluorescent tubes has a lamp efficiency of 32-86 Lm/W (Lumens per watt) this has a higher efficiency compared to incandescent tungsten filament lamp which have an efficiency of 7-14 Lm/W. Also fluorescent lamps can last more than ten times longer than incandescent tungsten filament lamps, but the tungsten filament lamps has a colour rendering index of 99 which means that the light intensity is much higher and would provide light that is closer to natural daylight compared to fluorescent lamps. Tungsten lamps are mainly used for executive offices to give an office a more professional looking environment. Metal halide lamps are used for desk lamp for more detailed important task where more light may be required for analytical reading and writing/complex drawing tasks.2.5 LED technologyLED technology is a fast growing lamp replacement solution in the lighting industry. LEDs contain semiconductors which are atoms of arsenic, phosphorus, germanium or other elements found in the periodic table. When electricity passes through the semiconductor visible light is emitted. Placing a number of LEDS side by side increases the increases the strength of the brightness. LED lights are also dimmable so the user could control the light intensity in a given area.The advantages of using LEDS are that they have a 50,000 to 100,000 hour life span, they consume very little electricity, they instantly light up, LED lights do not emit UV rays, they are durable to vibrations they do not contain any mercury and LED emits light from any part of the light spectrum.The disadvantages of using LED lighting are that light is distributed directly instead of evenly compare d to incandescent and fluorescent bulbs it is very expensive to buy LED lights, they could cause light pollution in an environment because LEDs produce a lot of white light and LEDs are sensitive to heat.LED lighting is still currently being researched today to find out better methods to utilise the light from LEDs. An article from The Independent newspaper states The Indian government hopes to remedy this situation, which affects 112,000 rural villages across the country, over the next decade. The solution is a combination of light-emitting diodes (LEDs) and solar power. The former are more efficient than light bulbs the power required to light one conventional 100W bulb can now light an entire village and the latter allows electricity to be stored in batteries and provides lighting where there is no grid supply. Both LEDs and solar panels can also take the rough and tumble of village life having few moving parts, they are very durable. (Independent, 2006)It is evident to see fro m this statement that the progress of utilising light from LEDs is positive however this is not something that can be generalised to a greater population at this current time due to economics.A journal published from the Philips Research Centre shows an experiment on LED light sources and modelling for practical control systems for LEDs. (Subramanian Muthu, 2002) states The recent improvements in high-power light emitting diodes (LED) technology with 100+ lumens per LED chip and efficacy exceeding that of incandescent lamps brings the solid-state lighting close to a reality. An LED light source made of Red, Green and Blue (RGB) LEDs can provide a compact light source with unique features such as instant colour variability. In this paper, we highlight the issues that introduce the variability in the colour point and present feedback control schemes to overcome these problems. (Subramanian Muthu, 2002)The journal concluded with RGB-LEDs have enormous potential in lighting applications . The major issue to be resolved is control and maintenance of the white point. This issue arises from the variation in LED wavelength and lumen output with temperature, drive current and time. Further complications arise due to the wide spread in the performance parameters of nominally identical LEDs. In this paper we have presented solutions to these issues using electronic feedback control of the light output of the LEDs. (Subramanian Muthu, 2002)A journal on Fundamental Analysis for Visible-Light Communication System Using LED Lights states LED is more advantageous than the existing incandescent in terms of life expectancy, high tolerance to humidity, low power consumption, and minimal heat generation lighting Our group has proposed and optical wireless communication system that employs white LEDs for indoors wireless networks (8)-(11). (Nakagawa, 2004)The journal concludes In visible-light communication system, the LED lights are distributed within a room and the irradiance of light is wide for function of lighting equipment. Therefore, the intersymbol interference depended on the data rate and the FOW of receiver. (Nakagawa, 2004)A technical report on Energy Savings Estimates of Light Emitting Diodes in Niche Lighting Applications from the U.S. Department of energy focuses on the energy performance of LED lighting systems within different sectors such as, residential lighting, traffic lighting, retail lighting and office under shelf lighting. the document states that A type of task lighting, LED office undershelf lighting systems have been introduced on the market as replacements for T12 and T8 fluorescent products used in the commercial offices. LED office undershelf lights have the potential to save 1.37 TWh/yr if the entire market shifted to 2007 LED technology, equal to 14.8 TBtu/yr of primary energy consumption. This amounts to about 20% of the annual consumption of one large (1000 MW) electric power plant or the annual electricity consumption of on e hundred thousand U.S. households.(U.S. Department of Energy, 2008 pp. 50)The report also states that fluorescent lamps, T8s, and T12s are the types of lamps that are commonly used in an office environment. These fluorescent lighting systems have a fixture efficiency of less than 40%. This follows on to the average number of hours artificial lights operate for. Office undershelf lighting systems operate for an average of 2000 hours per year, amounting to about 5.5 hours per day or 8 hours per work day. (U.S. Department of Energy, 2008 pp. 51)This would bring on maintenance costs for the building owner due to bulb replacements. The life span of LED lighting systems is far greater than fluorescent lamps, which in turn would reduce regular maintenance.The annual energy comsuption for 53 million office undershelf lighting systems consume 3.43 TWh/yr of electricity in the U.S. At the moment LED lighting systems are still new to the market and have not penetrated the market enough to cal culate the actual energy savings however LED lighting systems have the potential to save 1.37 TWh/yr of electricity if LED lights completely replaced fluorescent lighting systems. (U.S. Department of Energy, 2008 pp. 52)(DiLouie, 2006) Points that LEDs are solid state devices that produce light by passing a current through semiconductor chips which are housed in a reflector, which is

The Impact And Spread Of Consumer Society Marketing Essay

The Impact And Spread Of Consumer Society Marketing EssayConsuming is one of pitying nature that cant be changed. Why and how we obliterate is the control of this human behaviour. There are two chassiss of thought nearly this behaviour. One is does consumer shapes our spiritstyle and the other(a) one is the other counselling around. Consuming has a close relationship with lifestyle. The way populate consume reflects their lifestyle. Does this lifestyle is a pure relish or is it encourage by other horizon like de distinguish? Through visual and mental, tangible and intangible, design gives an impact to both the environment and the consumer. These bewilder makes population addicted to something they consume. Does consumerism is something bad or good? There are some good and bad points to be looked. Through the design, consumerism is universe passed unconsciously. soma has a determination and an impact on consumerism. That is why the existence of design is important to sh ape or to be shaped.T commensurate of ContentsAbstract..iT fitting of Contents.iiList of Reference..iiiIntroduction..1Analysis....2Consumerism in Society..2Consumerism in Bar and Restaurant4Design in Consumerism..4 outcome6List of references.7Bibliography..71. IntroductionToday commercial space becomes a territory of consumerism. Brands as a generator become a magnet for the consumer. Consumerism is derived from the words consume. In the end of this word there is a suffix -ism that is make loven as a belief, system or philosophy. How far consumerism plays a role in human life? Trading and exchanging are own nature. Why do we need to trade or exchange? The reason is to take away what we get so that we are able to consume it.As the m goes by, consuming and engine room have been developed. People could be easily fulfilling their need. And then what afterward that? Do we as human beings are just satisfied? Human will never be satisfied. It is their desire to keep wanting more and m ore. dissymmetry amongst ineluctably and desire causes consumerism. Does consumerism as a way of life creates our lifestyle or we want to creates our own lifestyle?2. AnalysisThinking round consumerism must non forget about consumption. Both consumerism and consumption has a closed relationship between each other. Consumerism happens because of consumption. It is not a mistake that we consume almost all the things in our life such as goods and experience. Furthermore, human has been exercising to consume since civilization had not been developed yet. Exchange becomes humans nature. As the time goes by, human keep developing to have a better life. If we, human, has fulfilled our primary needs, we want something more other just than that. Imbalance between needs and desires give a result as consumerism. Consumerism happened just before Industrial Revolution period but it could be seen obviously during this period. Lawson (2009, p.60) said by the 1950s, for the first time in our h istory, we were producing enough to allow choice for masses. It means that consumer society was born.2.1 Consumerism in SocietyThere is a apologue The more we have, the happier we become. This myth is suitable with the state of consumerism. People believe that the more things they have, they would be happier but in fact it is not. Our happiness now is determined by other race unhappiness and so our need is. We want something because we saw it somewhere and someone own it. The desire of owning makes us addicted to have almost all the things we saw. Moreover, the desire becomes greater if the things we want is being consume by most of the people. Due to a tremendous consumption, it makes the things become as if it is our primary needs. For example is mobile phone. vertebral column to the time when technology had not been as high as today, mobile phone was something that is common. The price was expensive at that time but as the technology was being developed, mobile phone became ma ss-produced. Since that time, almost all the people own it. It becomes ubiquitous and now becomes our needs. We can not live without it.We consume not wholly because of the desire but also the seducer of experience as well as our own monster, which is our fear. Today, by consuming we show our individuation. It is a visual sign that determines which society are you from. The sign could be seen from the things we bought and consumed. The most noticeable evident is brand. For example, Louis Vuitton. We acknowledge that it is an expensive brand whereby not all the people are able to afford it. By using the product of that brand, one tells the society where one belongs to indirectly. The monster creates a fear of other people judgments. Consumerism becomes sustainable by having this kind of mindset.The society in this situation creates a way of life where consuming is addictive so that people want to keep buying more and more. We know that consumerism needs to be control. Nevertheless, majority or the society choose to continue the way of life they live in.capital of Singapore is one of attractive destination for travelers. Hence, they tug themselves through Singapore Tourism Board that has a bighearted impact on tourism. They promote the entertainments and luxury shopping centers. In this condition, media is the powerful medium to aim the message to all the people in the world. Hence, inside this entertaining city, consumerism could be seen easily in public. Walking in the city sports stadium like Orchard, names of the brands are located all over the place. By taking a glimpse, consumer society could be satisfied in this area. Well-known brands are able to be found easily. This is not tho applied to goods such as bags and clothes but also eating houses. Popular and expensive restaurant will show their identity and pride.Consumerism in Singapore has been developed and designed by the government either consciously or unconsciously, a very popular way of lif e. Life for Singaporeans is not complete without shopping. This state was declared by the Prime Minister, Goh Chok Tong in National Day Rally Speech (Straits Times, 18 August 2996). Shopping is their happiness and needs. This could be seen by many new shopping centre which was built in the last few year. Therefore, the plan of building another commercial buildings are noneffervescent spill on. The government wants either their citizen or the visitor to spend their money in this res publica. The government directly dictates the citizen since they are young to consume so that consumerism cumulate unconsciously. Other than Singapore Tourism Board, they seduce consumer through media like magazine. Magazine is not only a seducer but also a facial expression of the lifestyle they live on. The latest information about fashion or dining place could get just by flipping a bundle of paper.2.2 Consumerism in Bar and RestaurantDo you have a desire to go to a certain place to eat? Is it onl y to consume the food or to consume the experience? Definitely, human wants to try something new. Human is a creature with high curiosity. In this situation, where do we get the information that caused us to have an bearing to try something? We live in the hi-technology era whereby people around the world are chargeed eventhough they are not in the same place. They are able to communicate and exchange information to the other. Internet is a big innovation, which was invented in our world. The consumer could get the information easily by this invention. Other than that, they could get the information from the magazine. In Singapore, there are a several magazine that will help you to tell what is the latest information of dining for example is Wine and Dine. The magazine is about stack information about well-known food and beverage. It could seduce the consumer easily through the explanation and the pictures they show. It is one of the way how does consumerism reach consumer society .Business travelers, according to Singapore Tourism Board Data Statistics, have a demand as a target market in Singapore. The number of business travelers is keep going up even though there is a recession happens in the world. They, obviously, has an adequate income more than just to survive. For businessmen, business partner are an important aspect in the business life. The way they associate is not only in a formal way but also in an informal way like having fun.The current trend, in the last few years, measuring rods and restaurants are increasingly spread. The demand of this aspect is growing due to the interest of consumer. Bar and restaurant allow alcoholic beverage that is popular in the society. Alcoholic beverage has a side effect of addiction. It reduces the function of brain and makes the feeling of good. Due to dysfunctional of brain, people will keep consuming, as they wanted the feeling to be there. This situation causes an addiction. Hence, addiction will end up by consumerism, subconsciously consume.2.3. Design in ConsumerismPreviously, we talked about consumerism in bar and restaurant by the edible. Despite of edible, is there any other thing that makes people keep consuming? As it is mentioned before, nowadays consumer is seduced not only by the edible or things they offer but also by the experience. Experience makes it different from one to the other place. It is a unique offered. Design makes it come true. Design is like a creation of God, which was nearly to perfect, human. Eventhough it is similar from the look, the experience will not be the same in one place to the other. Ron Swidler () on Wine and Dine Magazine said that one of the big trends in hotel and restaurant design right now is creating experience. It shows that what people are looking for is not just something tangible but also intangible. Intangible things could be buy with money. Tangible things like edible could be consumed only at that time, but the impression of intang ible things last forever in consumers mind. The desire of consuming is more on emotional feeling. On the editors note area on Wine and Dine magazine, Leena Ng, the editor, states that one of the biggest experiences consumers desire is for access to the lifestyle they see reflected in the media and in their travels. In this circumstance, media has a big role to life consumerism. Pretty pictures on the magazine attract consumer society to visit and consume what they offer on the media.How to create experience is by looking at the design. The architect creates the composition between each element to create a certain ambience that would make a tremendous impression to the consumer. Is creating ambience just by decorate the space? Creating ambience is supported by the building and the elements such as light, sound and smell. It is true that visual presentation has quite a big impact for the consumer such as the concept and the theme. Nevertheless, intangible thing must not be forgot. T he use of lighting usually enhances the design more.The concept of the bar and restaurant must have interconnection with the demand and the aim of the project. In this situation, urban nomad has been chosen as the suitable concept. Urban nomad is someone who is always on the go. Derived from the urban nomad journey, connectivity and energy are the keywords as the expression or urban nomad. The concept is evident on the journey that is created. A long journey to the vestibule with a teaser of how would the consumer experience in the space. Unconventional lobby is being introduced. Stairs are being used as a bridge that connect one space to the other space. Each space on this restaurant and bar are spread in the whole big space. It is the design role that force people to move around the space and consume the journey. On the journey, consumer are being seduced by the existence of indoor garden that is relaxing and offer a new experience inside the space. Overall, the space is created in order to create impression on consumers mind so that they are willing to experience and consume the space again on the other time.3. ConclusionConsumerism is not just a concept. It is now believe as a way of life where people consuming a great of amount of goods in quantities. Consuming could be separated from human. It is the nature of human being that has been developed since long time ago. Today, people consume to show their identity. The main reason of consuming is no longer exist. Consuming has become part of Singaporeans life whereby people in this solid ground are encouraged to shop by their prime minister. Therefore, consumerism becomes a habit and culture. The government is supporting the consumerism. It is true that consuming could give backbone benefit to the country on the other hand what is the impact of it? If we look at the long-term side effect, this situation will destroy their own citizen because they will not be satisfied if they are not consuming.On the oth er perspective, consumerism is being boosted by design. A successful design is addictive to the consumer. They will keep coming back to experience it over and over again. In this situation, consumerism could be seen as a sign as a successful design. Design has an impact on consumerism. Something that is being designed has an their own attraction to draw peoples attention.In conclusion, there is no right or wrong about consumerism. It depends where are we going to put our perspective. Generally, consumerism needs to be stopped due to an unbalance between humans mind and their desire. Nevertheless, if we look from the design perspective, there is nothing wrong with consumerism. In fact, because of design, consumerism is being boost. It is our finale to control how far the consumerism need to be control and use from other point of view so that it would not cause self-destructing for human being. It is now our finale to be shaped by the consumerism or we shaped our own lifestyle.http/ /usj.sagepub.com/cgi/pdf_extract/35/5-6/981List of referencesCross, Gary, 2000, All Consuming Century Why Commercialism Won In Modern America, Columbia University Press, New York.Lawson, Neal, 2009, All Consuming, Penguin Group, England.Miller, Geoffrey, 2009, Spent Sex, Evolution, and Consumer Behavior, Penguin Group, England.Miles,Stevens, 1998, Consumerism as a Way of Life, SAGE Publication Ltd., London.

Primitive Beginnings in Herman Melvilles Moby Dick Essay -- Moby Dick

Primitive Beginnings in Herman Melvilles Moby Dick Among the numerous themes and ideas that author Herman Melville expresses in Moby Dick, one of the less examined is the superiority of the archaic man to the modern man. As an undertone running through the entire book, one can see in Moby Dick the same admiration of the august savage that is so prevalent in Melvilles earlier tales of the simple and idyllic life of the cannibals, even though the management has been shifted to the dangers of seeing things from only one point of view and to the struggle between good and evil. Before proceeding to a discussion of how Melville glorifies primitive man in Moby Dick, a working definition for the term must be agreed upon. In her illuminating essay, The Concept of the Primitive, Ashley Montagu points out the fallacy of using the term primitive in a scientific context because it is so ambiguous and has so many different connotations attached to it. He shows that so-called pri mitive peoples are neither as undeveloped, uncivilized, or simple as the term implies. However, here I will use the term subjectively, with all its implications, because when Melville idolized primitive man, he did not have a specific, scientific definition in mind. He had an ideal, the ideal of man before the corrupting influences of civilization had taken their toll. On one aim of thought, Queequeg offers a prime example of the superiority of a truly primitive man. This native of Kokovo is the romanticized picture of the peoples Melville encountered in his sojourns on the tropical isles, whose innocence and virtue so impressed him. He displays his selflessness and strength when he dives after and rescu... ...their interference. In Moby Dick, that feeling of reverence and admiration toward mans primitive beginnings is still there in the noble persona of Queequeg, in the whalers and whaling that he glorifies to such an extent, and in the primeval ocean itself, which teaches its wisdom to Ishmael. Works Cited and Consulted. Brodhead, Richard H. Trying All Things An Introduction to Moby-Dick. New Essays on Moby-Dick or, The Whale. ed. Richard H. Brodhead. Cambridge Cambridge UP, 1986. Duban, James. Melvilles major(ip) Fiction Politics, Theology, and Imagination. Dekalb Northern Illinois UP, 1983. McIntosh, James. The Mariners Multiple Quest. New Essays on Moby-Dick or, the Whale. ed. Richard H. Brodhead. Cambridge Cambridge UP, 1986. Melville, Herman. Moby-Dick. New York Holt, Rinehart, and Winston, Inc., 1964.