Blue Jay Bird Facts (Cyanocitta cristata)

The blue jay (Cyanocitta cristata) is a talkative, colorful bird commonly seen at North American feeders. The species name aptly translates as crested blue chattering bird. Fast Facts: Blue Jay Scientific Name: Cyanocitta cristataCommon Names: Blue jay, jaybirdBasic Animal Group: BirdSize: 9-12 inchesWeight: 2.5-3.5 ouncesLifespan: 7 yearsDiet: OmnivoreHabitat: Central and eastern North AmericaPopulation: StableConservation Status: Least Concern Description Male and female blue jays have similar coloration. The blue jay has black eyes and legs and a black bill. The bird has a white face with blue crest, back, wings, and tail. A U-shaped collar of black feathers runs around the neck to the sides of the head. Wing and tail feathers are barred with black, light blue, and white. As with peacocks, blue jay feathers are actually brown, but appear blue because of light interference from the feather structure. If the feather is crushed, the blue color disappears. Blue jay feathers are brown but appear blue due to light interference. epantha, Getty Images Adult males are slightly larger than females. On average, a blue jay is a medium-size bird measuring 9 to 12 inches in length and weighing between 2.5 and 3.5 ounces. Habitat and Distribution Blue jays live from southern Canada south into Florida and northern Texas. They are found from the East Coast west to the Rocky Mountains. In the western portion of their range, blue jays sometimes hybridize with Stellers jay. Blue jays prefer a forested habitat, but they are highly adaptable. In deforested regions, they continue to thrive in residential areas. Diet Blue jays are omnivorous birds. While they will eat small invertebrates, pet food, meat, and sometimes other bird nestlings and eggs, they usually use their strong bills to crack acorns and other nuts. They also eat seeds, berries, and grains. About 75% of a jays diet consists of vegetable matter. Sometimes blue jays cache their food. Behavior Like crows and other corvids, blue jays are highly intelligent. Captive blue jays can use tools to get food and work latch mechanisms to open their cages. Jays raise and lower their crest feathers as a form of nonverbal communication. They vocalize using a wide range of calls and can mimic the calls of hawks and other birds. Blue jays may mimic hawks to warn of the predators presence or to trick other species, driving them away from food or the nest. Some blue jays migrate, but how they decide when or whether to move south for the winter is not yet understood. Reproduction and Offspring Blue jays are monogamous birds that build nests and rear young together. The birds typically mate between mid-April and July and produce one clutch of eggs per year. Jays build a cup-shaped nest of twigs, feathers, plant matter, and sometimes mud. Near human habitation, they may incorporate cloth, string, and paper. The female lays between 3 and 6 gray- or brown-speckled eggs. The eggs may be buff, pale green, or blue. Both parents may incubate the eggs, but mainly the female broods the eggs while the male brings her food. The eggs hatch after about 16 to 18 days. Both parents feed the young until they fledge, which occurs between 17 and 21 days after hatching. Captive blue jays may live over 26 years. In the wild, they usually live around 7 years. Blue jay eggs are speckled with brown or gray. David Tran, Getty Images Conservation Status The IUCN categorizes the blue jays conservation status as least concern. While deforestation in eastern North America temporarily decreased the species population, blue jays have adapted to urban habitats. Their population has remained stable over the past 40 years. Sources BirdLife International 2016. Cyanocitta cristata. The IUCN Red List of Threatened Species 2016: e.T22705611A94027257. doi:10.2305/IUCN.UK.2016-3.RLTS.T22705611A94027257.enGeorge, Philip Brandt. In: Baughman, Mel M. (ed.) Reference Atlas to the Birds of North America. National Geographic Society, Washington, D.C., p. 279, 2003. ISBN 978-0-7922-3373-2.Jones, Thony B. and Alan C. Kamil. Tool-Making and Tool-Using in the Northern Blue Jay. Science. 180 (4090): 1076–1078, 1973. doi:10.1126/science.180.4090.1076Madge, Steve and Hilary Burn. Crows and jays: a guide to the crows, jays and magpies of the world. London: AC Black, 1994. ISBN 978-0-7136-3999-5.Tarvin, K.A. and G.E. Woolfenden. Blue Jay (Cyanocitta cristata). In: Poole, A. Gill, F. (eds.): The Birds of North America. Academy of Natural Sciences, Philadelphia, PA American Ornithologists Union, Washington, DC, 1999.

Beauty Is The Quality Of Beauty - 985 Words

Greek Philosopher, Plato, once said: â€Å"Beauty lies in the eye of the beholder.† Everyone has different points of view about what beauty is. Some people may perceive beauty as how someone looks on the outside. Others may see beauty as being confident in your own skin. According to dictionary.com, beauty is the quality in a thing or person that gives intense pleasure to the mind. For me, beauty comes in act of kindness, in nature, and smiling faces. Beauty comes in act of kindness. When I was in tenth grade, I got the opportunity to volunteer at a homeless shelter. So, my Saturday mornings became occupied. My job there was to hand out personal hygiene items after the homeless people have finished their meal that was cooked by†¦show more content†¦As I get in the water, I feel the power of the wave pulling me towards it pushing me further and faster away from the sand into the deep water. I got the opportunity to see a dolphin jump out of the water. I took hours look ing at the horizon. As I stayed there look out into the horizon, the sun has almost set just the tip is left to disappear into the water. The sky changed from blue to yellow and orange to pink and purpl. I got to see the sky go from day to night. As I start walking back I took one last glimpse of the sky I could see the bright and high moon. I could see the horizon with moonlight reflection in the water. It is certainly easy to understand why nature is appealing. Beauty is in nature, but it can also be in smiling faces. When I was in high school, I volunteered to make and hand out food to those who were less fortunate. We first stopped at a shelter where people were sitting either watching television, reading the newspaper, or just sitting and talking to a friend. We walked in and put a box of sandwiches on a table, and started to hand them out. The people were very grateful and said thank you with huge smiles on their faces. 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Harvard Management Co and Inflation Protected Bonds free essay sample

The Harvard Management Company is an entity wholly owned by Harvard University and it is responsible for managing Harvard’s endowment and pension assets. At the end of the second quarter of 2000, Harvard Management Co. oversaw the management of $19 billion, the majority of it managed internally by Harvard’s investment professionals. The endowment’s goal is to provide a real return of 6%-7%, of which 4%-5% would be distributed annually to the university and the balance of returns would remain to allow for a real growth rate of spending. As of the second quarter of 2000, Harvard was actively considering creating an allocation to Treasury Inflation Protected Securities (TIPS) in its Policy Portfolio. Harvard believed the portfolio weights should be changed due to changes in capital market assumptions and the rise of TIPS as an institutional-level investment. TIPS Versus Nominal Treasury Bonds Like many institutional portfolios, Harvard’s portfolio contained an 11% target allocation to domestic bonds. We will write a custom essay sample on Harvard Management Co and Inflation Protected Bonds or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Including US Treasury securities as substantial portion of this allocation would allow Harvard to earn a market return on a fixed income instrument without having to worry the credit risk. However, investing in Treasuries carries significant risks such as interest rate risk and inflation risk. Traditional Treasury securities consist of a par value of a bond and a state coupon rate, which is paid semiannually. The payments are fixed throughout the life of the bond, but the real value of the principal at maturity can be significantly different that the beginning of the investment due to inflation, or a loss in the purchasing power of money. Traditional Treasuries do not adjust their principal and interest payments due to changes in the inflation rate. TIPS are different in that their principal value adjusts to increases in the Consumer Price Index (CPI). The CPI is a measure that examines the weighted average of prices of a basket of consumer goods and services. Changes in the CPI are used to assess price changes associated with the cost of living, and it is an indicator of the level of inflation. The coupon payments naturally adjust to inflation since the coupon payment is always based on the inflation adjusted principal of TIPS. Harvard views TIPS as a favorable investment because they would provide an inflation adjusted return, which is a central focus of Harvard’s investment strategy. TIPS will outperform regular Treasuries in an environment where inflation is greater than expected. Expected inflation is measured by the nominal Treasury yield of a given maturity minus the TIPS yield of the same maturity. If real inflation is greater than this expected inflation, then TIPS would end up a higher return than the corresponding nominal Treasury bond. Harvard seeks to add value to its portfolio by protecting part of its fixed income exposure against inflation risk. Comparing Interest Rate Risk and Inflation Risk of TIPS and Nominal Treasuries A rise in real interest rates would drive the price of TIPS down. A rise in real interest rates would imply a rise in nominal rates holding inflation constant or a fall in inflation holding nominal rates constant. A rise in real rates would drive the price of TIPS down just as a rise in rates drives the price of nominal Treasuries down; the present value of the bond’s cash flows would be driven down by higher interest rates. A fall in inflation or outright deflation would lower the expected value of cash flows from a TIPS investment, resulting in lower prices. Additionally, increases in realized inflation will not affect the market value of TIPS, all else equal. This is because markets are forward looking and would have already priced in the increase in the principle value of TIPS. Increases in expected inflation will increase the value of TIPS as investors bid up prices in anticipation of higher realized inflation in the future. In contrast, nominal Treasuries will fall in value as inflation expectations increase. Nominal Treasuries fall in value because investors demand higher yields so that they can earn a return above inflation. As the market perceives inflation risk to be higher, investors will seek the safety of inflation protected securities (TIPS) thus driving their prices higher. Nominal Treasury bond prices fall due to increases in actual inflation, expected inflation, and heightened inflation risk. . The chart below shows the average annual inflation over several decades. As you can see, inflation over the long term has been approximately 3. 24%.

Resource and environmental management of fire-adapted forests Essay Example

Resource and environmental management of fire-adapted forests Essay Resource and environmental management of fire-adapted forests Name: Institution: Lecturer: We will write a custom essay sample on Resource and environmental management of fire-adapted forests specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Resource and environmental management of fire-adapted forests specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Resource and environmental management of fire-adapted forests specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Course: Date: Resource and environmental management of fire-adapted forests Forests are a natural recourse whose conservation and replenishment is essential for the sustainability of the human race. The forest resource has been constantly at the risk of extinction resulting from the uncontrolled utilization of the resource. Forests are essential for the survival of civilization since they satisfy most of humanities essential needs. Many communities derive their income, food, medicine, energy and at times entire livelihoods purely from the forests. In addition, most of the global water catchments areas lie within global forested regions. Also, forests tend to create a balance in the delicate ecosystem. They form a basic source of the essential oxygen that supports all animal life in planet earth. This highly works in highlighting on how essential forest conservation efforts are. These mean survival for the current and future civilization and the entire life on planet earth. The nature conservancy is one of the institutions purposed with the task of management and restoration of environmental habitats around the globe. The institution is also concerned with researching and conducting restoration and conservancy efforts of the fire-adapted forests. The fire-adapted forests in the United States of America have undergone significant changes resulting from fire suppression, uncontrolled logging, and grazing. The above activities render these forests prone to cruel fire, insect and disease events. Activities such as mechanical thinning, prescribed fire and fuel treatment practices are some of the efforts currently aimed at restoring and conserving these essential resources. This paper researches on the essential topics that are important for consideration when creating an association between forest management and the science policy of carbon and climate change. The topics addressed by this paper for the facilitation of policy experts include: The underlying associations between forest management, carbon budget and discharge; The available management and investigation that the nature conservancy and other conservation institutions can put into consideration to guarantee the laid out projects attain pliability while controlling the threats created by climate change; and The various factors to put into consideration when assessing external research The underlying associations between forest management, carbon budget and discharge The current approach for the conservation of most of the global forests has mainly evolved from a land protection model that takes into account the expansive connection between private and public property partnerships. The utilization of these partnerships that the institutions advantage conservation results that is over and above their relevant reserve networks. The professional skills availed by science and policy serve to frame conservation institutions work that is beyond their borders. The appreciation of the scientific policy in line with the underlying global threats to forest biodiversity and incorporating partnerships in the mitigation of these threats is one of the essential threats of the conservation institutions. In line with this, the nature conservancy develops partnerships to facilitate forest resilience in fire-adapted ecosystems. The development of resilience strategies that are in conformity with the objectives of the partners, while at the same time carrying out the conservation of biodiversity is one of the active roles of the nature conservancy. Many of the stakeholders and interest groups are mounting pressure for the treatment of forests for hazard reduction outcomes. This is also reflected through the enactment of the healthy forest restoration act of 2003 that emphasizes on this approach aimed at setting up fuel reduction projects on public lands. Current debates concerning the effects of the current management practices in reducing carbon emissions question the reduction of carbon emission using restoration treatments. However, since the studied results pertain to mixed reactions, there is inherent difficulty in making clear conclusions regarding the role of forest treatments in the mitigation of long-term carbon emissions through the prevention of uncharacteristic forest fires. The present fuel reduction efforts also contribute to the release of carbon to the atmosphere through some of the prescribed fire and pile burning techniques. Additional measures such as disturbance of soil and the charring of the forest floor during thinning activities, ferrying and dispensation thinned trees, decomposition and blazing logging slash and additional biomass. To facilitate the differentiation of the present studies and results it is highly recommended that that there is a review and appreciation of the capacity and purpose of the study provided. In essence, study designs that take into account various sources of emissions and sink factors that are brought about by the treatments are more useful in providing information the enactment of policy considering the role of the treatment of forests in the effort of minimizing carbon emissions. This raises the need for the consideration of more factors that account for the entire life cycle of carbon. This will facilitate the reduction the present uncertainty concerning the results of forest management efforts in bringing about a reduction in carbon emissions. The analysis of the present researches highlights on the need of analyzing the carbon beyond the project location. The available management and investigation that the nature conservancy and other conservation institutions can put into consideration to guarantee the laid out projects attain pliability while controlling the threats created by climate change; The role of resilience treatments The global increase on carbon markets is facilitating the treatment proposals that are aimed at the setting of carbon-offset payments. This serves to creating change in the management of storing excess carbon or minimizing the risk of dangerous fires and additional loss of carbon retention. In the analysis of the underlying treatment designs, the conservation institutions including the nature conservancy and their extensive scope of practitioners that take interest in forest pliability need to recognize one important aspect. The activity of thinning as a sole conservative technique fails in effectively acting as a fuel treatment. To enhance effectiveness there is the need to put into consideration the combination with treatment of surface fuels undertaken through approved blazing, pile blazing or the use of wild land fire. When fire is not available, various stands that burned regularly with open structures have now transformed into dense vegetation with continuous canopies. This aspect renders them susceptible to crown fire. The latter is regarded as one of the fundamental cause of high intensity conflagrations that tend to beleaguer the western frontier of the United States of America. Effects of climate change on forests One of the most effective means of buffering ecosystems against the damaging effects of future climates is through the amplification of their resilience. Fire is a fundamental process on the formation of the historical landscape. The climate change affects various fire regimes through the increase in length of the normal fire season, increase in severity and continual droughts, an increase in the number and frequency of lightning ignitions and augmentation in the quantity of fuel and fuel continuity. With this respect, there is therefore the need for the nature conservancy and other environmental organizations to set the land in preparation of the underlying changes to result in minimal effects to the biota. This will highly work in the anticipation of additional all-embracing and uncontrollable fires in the future. The presence of fire exclusions for quite a considerable amount of time with forecasted climate change may work in the promotion of fires in the future that could end up severely changing the structure of the landscape in addition to its composition and function. These effects may continue to the point where there is an exhaustion of the available carbon stores. The types of restoration treatments that can be put into consideration by the various conservation organizations must put into account the fact that there will be a considerable change in fire regimes. This will result in making various efforts and techniques aimed at fuel treatment ineffective. There will therefore be an impediment to the design of restoration treatments during the motion of the fire regimes and the subsequent preferred stand conditions since they are rendered a target in motion. In addition, most effective fuel treatment techniques take different forms depending on the type of the forest and the underlying spatial context. No treatment method that is effective on all the various types of forests exists. The conservation institutions ought to comprehend the processes involved in the occurrence of the shifts. These interested parties are then to assign preferred forecasted conditions that then develop and closely control and monitor the restoration treatments that will result in the reduction of the damaging effects of high-severity fire. The same institutions are to make certain that post-fire landscapes depict ecologically viable patterns and composition. Various landscape-scale projects incorporate the methodology of the nature conservancy conservation action planning in the association of the phenomena of altering fire regimes with the goals and objectives of the treatment procedure. This adoption works in highly enabling the development and evaluation of forest restoration treatments that optimally enable mangers to put into action, control and adapt through the utilization of a long-term plan purposed for the health and resilience of the ecosystem. The various factors to put into consideration when assessing external research When analyzing past research on how the process of thinning affects carbon stocks and wildfire emissions, there develops an importance for the evaluation of the underlying types and intensities resulting from harvesting practices that are realized by the study design. If the study is purely a modeling exercise that involves the use of numerical reductions in forest canopy, the study may end up failing in indicating the realistic image of thinning being practiced in the field aimed at reinstituting the health of the forest. At the same time, resilience thinning may fail in working as a stand management procedure for carbon. The thinning prescriptions ought to reflect the acceptable dynamic processes such as the aspect of natural patch establishment, prevalent disease outbreaks and pest attacks and characteristic fire. These are not to be characterized by simply setting up numeric associations of the biomass reduction. The above could lead to a failure in capturing the realistic aspects and adverse effects of the resilience-based practices. Only minimal documented cases exist that indicate the ability of pairing of the simulations with the realistic implementation of projects. This is specifically when it entails the tracking of the carbon stores before and after fire. These take into account the sources of the fire emissions and the black carbon. The dead sinks are also included in the studies. On the other hand a wide range of literature regarding the effects of fire and decay rates. However, it is only until recently that the controlled and empirical studies made considerable impact on the scientific community. One such research is that of the Fire and Fire Surrogate Study. Others include the Sierra Nevada Adaptive Management Project and the Teakettle Experimental Forest. The above studies tend to bring about three substantial benefits to the scientific community. One is the ability to indicate comparison of the various silvicultural methods that aim to alleviate fire hazard in common forest types that have been characterized by recurrent low to average fire regimes in terms of intensity, in the past. Secondly, the studies are able to indicate a comparison of the underlying costs and linked benefits that are associated with fuel treatment procedures. Thirdly, these studies facilitate the comparison of models between the ground treatments and the practical measurements on the field. One research approach that is relied upon by the scientific community is the utilization of life cycle assessment approaches that put into consideration the underlying carbon stores and related benefits that result from fuel treatment. One disadvantage inherent to the methodology of the life cycle assessment technique is they end up being too time intensive. This methodology has an inherent value since it takes into account the fuel treatment products from the time they are initiated into the field to the time their effects seem to diminish completely. The adoption of a life cycle approach for comparing fuel treatments and the underlying benefits realized by the approach raises the need for clarity of the domain boundaries form the onset of the research. This is because forests act as systems that give feedback that tend to highly influence carbon responses to actions. It is therefore imperative to define clearly the limitations of the controls evidenced by a realistic carbon project. A project that takes into account a life cycle approach ought to indicate definitive boundaries in terms of space and time. It is also imperative to determine whether the life cycle lies in line to the standards set by the International Standards Organization (ISO). References Abella, S.R., Fule, P.Z. and W. W. Covington. (2006). Diameter Caps for Thinning Southwestern Ponderosa Pine Forests: Viewpoints, Effects, and Tradeoffs. Journal of Forestry. 407-414. Agee, J.K. and C.N. Skinner. (2005). Basic principles of forest fuel reduction treatments. Forest Ecology and Management 211:83-96. Agarwal, B. (2001). Participatory exclusions, community forestry, and gender, an analysis for South Asia and a conceptual framework. World Development 29, 1623-1648. Agrawal, A. (2007). Forests, governance, and sustainability, common property theory and its contributions. International Journal of the Commons 1, 111-136. Baker, J.M. (1998). The effect of community forest structure on social forestry outcomes, insights from Chota Nagpur, India. Mountain Research and Development 18, 51-62. Biswell, H.H. (1989). Prescribed burning in California wildland vegetation management. University of California Press, Berkeley, California, USA. Dearden, P., Mitchell, B. (2009). Environmental change and challenge: A Canadian perspective. Don Mills, Ont: Oxford University Press. Shindler, B., P. List, and B. Steel. (1993). Managing federal forests: public attitudes in Oregon and nationwide. J. of For. 91(7):36-42. Shindler, B., B. Steel, and P. List. (1996). Public judgments of adaptive management: a response from forest communities. J. of For. 94(6):4-12. Simon, H.A. (1956). Rational choice and the structure of the environment. Psychological Review 63(2):129-138. Stankey, G. (1995). The pursuit of sustainability: Joining science and public choice. The George Wright Forum 12(3):11-18. Stankey, G. and B. Shindler. (1997). Adaptive management areas: achieving the promise, avoiding the peril. USDA For. Serv. Gen. Tech. Rept. PNW-GTR-394. 21 pp. Steel, B., P. List, and B. Shindler. (1994). Conflicting values about federal forests: a comparison of national and Oregon publics. Society and Natural Resources 7:137-153.

Industrial Revolution Writing Assignment essays

Industrial Revolution Writing Assignment essays An industrial worker would work for 6 to 8 hours or more. They had poor working conditions, and were often overworked. For the workers to adjust to their routine the factory management would punish or fine workers for every mistake they made. Working conditions were unsanitary and dangerous toward the health. For example, the cotton mills with the depressing heat, or the coalmines with the air pollution, cave-ins, and labor of carrying heavy loads of coal. Which caused many workers to become physically deformed. Industrial workers worker very hard and were underpaid. Now farmers, make their money from the produce they grew on the field they toiled on. They worked vigorously at harvest time, but were used to periods of rest, unlike factory workers. Since farmers grew everything they needed, money was not an issue, or even oftener used. Unlike industrial workers who tried to make the most money possible, and who had to live off the money they made. New social distinction was needed because of difference in payment from jobs, money owned, and life-style. For instance, because of the of the amount of money the working-class made, the quality of housing, clothing, food, and other material items be a great deal different than with the factory owners. Thus many farmers became members of the working class because of the little money they made and heavy work they carried out. And so the new class of factory-owners was called bourgeois. Now, money was not the only reason that they need of social structure, the job itself would require it. A farmer, for instance, would produce his own living, and so would have no use for much money. And would most likely stay a farmer with no way of becoming a factory owner because of the great deal of money that would be needed to just start one. While a factory owner/industrial worker, who lived in the city, would need and make more money, and have more job opportunities to go upon. The bourgeoisie were als...

Portfolio Analysis and Investment Management Essay

Portfolio Analysis and Investment Management - Essay Example First we must as an individual investor consider the timeframe of the investment, the level of acceptable risk that an individual is willing to undertake and how this will translate to building their ideal investment portfolio. One must become familiar with the intricacies of each financial instrument in order to determine the best way to implement this type of investment in a well diversified portfolio and their individual risk profile. Afterwards we can estimate what the overall effect of this financial instrument will be in the overall risk level of the whole portfolio and how it can suit a particular kind of potential investor. Financial instruments are divided in different classes depending on their financial characteristics, risk levels, and maturity. For financial investments an individual can choose to invest directly in a variety of financial instruments or indirectly through the use of investment companies such as a mutual fund. Direct Investment alternatives available to b uild a well diversified investment portfolio are: Non Marketable Securities- Non marketable securities consist of Savings Deposits, Certificates of Deposit, Money Market Deposit accounts and U.S. Savings Bonds. Saving Accounts and Certificates of Deposit are two of the most popular and widely used financial instruments. They are issued by commercial banks, thrift and credit unions (Madura, 1992). These types of deposits pay a fixed interest rate and in the case of Certificates of Deposit they pay higher interest rates with longer maturity periods and are only redeemable after maturity is due. Although they don’t earn high returns, they are very popular due to their low risk and being virtually risk free up to $100,000 since they are insured by the FDIC. Money Market Deposit accounts are issued by financial institutions and are also insured by the FDIC up to $100,000.These type of accounts pay the typical Money Market interest rate with a minimum deposit to open required. Mone y Market Securities These types of financial instruments include short-term, highly liquid and relatively low-risk investments that are sold by governments, financial institutions and by corporations with idle funds looking to invest. These types of transactions are typically of $100,000 and are bought by money market mutual funds, but are sometimes traded in the open market. Their maturity period ranges from one day to typically no more than 90 days. Most of the securities in the money market are used by financial institutions and banks and large commercial customers. The Treasury bill is considered one of the safest investments by the international investor community. It is one of the most important financial securities and considered the benchmark. It has been traditionally considered a risk-free financial asset since there is no practical risk of the U.S. government defaulting on its debt. Risk averse European investors often seek the security associated with investing in Treasu ry

Behavioural Studies, Attitudes Explain the purpose of the use of Essay

Behavioural Studies, Attitudes Explain the purpose of the use of shocking images in campaigns to attempt change an individual's attitude. Use examples as illustrations - Essay Example People are also affected by advertisements though emotional responses, and this is another important factor in the use of shocking advertising. Understanding psychological and social bases for attitudes may be the key to using shocking advertising to influence individual behavior. Individuality is a key component of many walks of social life, from home to work. Indeed, Mullins suggests that committed staff with valuable individuality are one of the keys to organizational health and success (Mullins, 2007). Psychologists have developed a number of different ways of defining the individual; Eysenck defined them through two key personality differences: introversion/extroversion and stability/instability (or neuroticism). Others, such as Cattell, divided the individual personality into surface traits, which are consistent and form the basis of behavior, and source traits, which underlie and inform the surface traits. These two ideas rely upon the notion of a 'fixed' individuality, which implies that the individual would not be affected by shocking advertising in the long-term.