Should the driving age be raised to 21 Essay Example | Topics and Well Written Essays - 1250 words - 1

Should the driving age be raised to 21 - Essay Example l communities started voicing out their apprehension regarding the issue of driving and there has been much debate on the decision of age limitations, by the government. Numerous road accidents have occurred and as a result many lives have been lost. Records show that more teens are involved in these catastrophes (BBC 2007). Although teens utilize their energy to meet the demands of their school and social activities, people in authority and other grown-ups have been concerned about the driving age, since every generation produces a more inflexible group of teenagers than before. Gwyneth Dunwoody, transport committee chairman speaks out rightly about a revolutionary process to take place because it is not a game of losing lives. The height of desensitization is such that a teen from Spalding, Lincolnshire demanded her license saying that she had lost two of her friends in the accidents but she does not want the rules on acquiring license to be changed. She thinks she is â€Å"in the middle of nowhere† without her license (BBC 2007). Teen driving or underage driving can be a threat to other passengers of the vehicle also. Studies and researches inform of reduced number of deaths if teens drive at a later stage. Some argue that by getting driving education, this issue can be resolved. There has been, however, no change observed even after that, according to several investigations done in different parts of the USA and Great Britain. Some states allow driving from the age of 14 such as in South Dakota. New Jersey, Britain and almost the entire European U nion was sticking to 17 and 18 respectively. These variations arise due to the diverse nature and setup of each locality. The public turns to the rulers of the state to make a reasonable move so that the same is maintained throughout the nation (D’Amico & Alex 2006). Until 2008, news articles were debating over the increase of age to 18 all over the region. There was a keen response from the media and general public.

Mary Schapiro’s job was to fix the SEC Essay Example for Free

Mary Schapiro’s job was to fix the SEC Essay 1.Kotter’s eight steps As already noted, the SEC was starkly exposed as ill-equipped to deal with the chaos erupting across the globe. It was under strong criticism for the serious fraud of Bernard Madoff and the collapse of Wall Street stalwart Lehman Brothers. Accordingly, Mary Schapiro, a career regulator, was appointed the 29th chairman of SEC to save a languishing SEC. She changed the way they were doing things at the SEC including creating new structures, procedures, and programs to better address the modern financial markets as an urgent need to restore the credibility and public confidence in the SEC. This analysis is based on Kotter’s (1995) eight-step process for leading successful change. a.Establishing a sense of urgency The chairwoman argues that urgency is critical. Schapiro developed a change program with three priorities comprising internal assessment, investor protection focus and mistakes acknowledgement. The mission was to turn the SEC to be a high functioning, agile and intelligent, and committed to investor protection and market integrity. b.Creating a guiding coalition In order to able to manage the change process, she brought in new leadership and new senior team. The new leadership team set about retraining, skilling up and motivating the SEC’s talent staff. In addition, the investor –focused agenda was putting in place. The board and senior management and then all levels of decision making were required to pay attention to risk at all level of an enterprise. The whistle blower program was set up to detect securities violations. A final goal was to admit the mistakes that the SEC made under its watch. This is the first step in communicating the change vision. c.Developing a vision and strategy A vision was created to help direct the change effort, that was, to build a high functioning, agile and intelligent, and committed to investor protection and market integrity agency. d.Communicating the change vision In order to communicate the change vision, the chairwoman developed an open  way communication in which all staff and bankers could directly discuss with her. e.Empowering broad-based actions The SEC critically trained their staff to become certified fraud examiners. The organisation was restructured by removing the whole layer of management sending those to the frontline putting thousand staff to different focus groups such as corrupt foreign practices, insider trading, market manipulation and structured products. In addition, the SEC also set rules for over the counter and asset backed securities, hedge funds and examination program. f.Generate short- term wins Monetary reward and safe avenue were offered to whistle blower as a way to encourage people to detect securities violation as part of the change program. Fine was charged to financial institution (Goldman Sachs) due to misleading investor mortgage securities. g.Consolidating gains and producing more change h.Anchor new approaches in the future The change within the SEC was continually anchored for several years after the change commenced.

Mini Bran Re positioning Analysis

Mini Bran Re positioning Analysis According to the book Strategic brand management by Kevin Lane Keller (2008) , Identifying and creating brand positioning is the first and important stage of the strategic brand management process. Positioning effects on a founding benchmark and works toward building a strong brand by helping marketers to design, to implement, to solidify or to sustain brand associations. Aaker ( ) also supports the idea that the brand position can offer clear direction to a communication program implementation. To establish the position of a brand, the concept of it should be clearly defined. Criticism of the literature reveals numerous meanings and clarification of positioning. Sekhar, (1989) states that the concept of positioning developed from research on market segmentation and targeting. Kotler (2003, p. 308) defines brand positioning as the act of designing the companys offering and image to occupy a distinctive place in the mind of the target market. The end result of positioning is the succe ssful creation of a customer-focused value proposition, a cogent reason why the target market should buy the product. Arnott (1992, 1993) parallels the idea by stating that positioning is, correlated to the rivalry, management attempt to adjust the tangible features and the intangible views of a marketable contribution. Furthermore, Kapferer, (2004, p. 99) emphasises on the distinctive characteristics that make a band different from its competitors and alluring to the public. In addition, Sengupta (2005 ) enhances the term of perception that indicate the core of the brand in terms of its functional and emotional benefit in the decision of customer. Also, it is shown as points in perceptual space and think up a product class. In essence, Keller outlines the idea behind the concept of brand positioning that involves four aspects; target market identification, the nature of competitors, the ideal of points of parity, and the points of difference. Identifying target market is crucial part in establish a robust positioning because dissimilar segment may have diverse brand knowledge structure or perceive the same brand in different way vary by own attitudes, beliefs, and experience. The target customer can be classified as descriptive (customer-oriented), which associated to the kind of customer or behavioral (product-oriented), which related to how customers consider of or utilizes the brand or product. The behavioral side is more significant to comprehend brand position due to stronger strategic implication. Decided type of target can, then, implicitly sketches the nature of rivalry because businesses usually target that same segment in terms of category membership. Once the appropriate competitive frame of reference for positioning has been formed, the correct points of parity (POPs) and points of difference (PODs) are able to make. Point of parity (POPs) are characteristics or benefits that may mutual with other brands separated into two forms: category and competitive. Category point of parity is a standard association expected by customers to show the credibility of companies. Competitive Point of parity are associations designed to abolish rivalry Point of difference. It is used when firms want to break even the area that competitors are attempting to seek an advantage and achieve advantages in some other areas. To illustrate, to enter in the fast food industry, there are key elements that help customers to label a brand as a fast food restaurant such as quick service, good taste, and low prices. These are fundamental features and benefits of product category that it belongs to. Point of difference, on the other hand, comprises of strong, favorable and unique associations for a br and based on attribute or benefit association in the mind of customer. It is associations that customers believe that they couldnt find in the competitive brand. It is considered by functional basis, performance-related consideration and imagery related criterion, which are competitive strengths and insight about consumers motivations. Reeves and Ted Bates advertising agency (1950) also support the common concept of PODs in terms of unique selling proposition (USP) that promoting use to compel customers to buy product that competitors could not race. For instance, fast-food chain Subway uses the healthier benefit as PODs compared with other quick-serve restaurants that supported by less fat attribute. Nike, for another example, claim of superior performance in athletic shoes. Nowadays, business environment is becoming more intensively competitive. Marketers must certify that their brands constantly amend to stay s, at the same time as keeping on the true core values (Aaker, 1991; Keller, 1999). There are many reasons that make a firm to reconsider about its brand position which could be environmentally driven, Consumer driven, Competitor driven, and company driven. The environmentally driven can cause by economic issue, political issue, or the green movement. Consumer driven is able to be the change of consumer needs and lifestyles or the attractiveness of alternative target markets . Moreover, the driven from internal of company usually be a change in company strategy or gaining of new technology or other asset that provides the brand a competitive advantage and valuable differentiator. Finally, the essential reason that affects a brand to reposition is the competitor movement. Markets are shredded and full with proposition that rivals try to display the ir point of different and superior positioning. Then, the brand may be faced by a new stronger positioning. Often, competitive advantages survive for only a short period before competitors attempt to match them, which may harm the brand positioning in terms of building satisfactory distinction benefits over their contenders (Clancy and Trout, 2002). Thus, brand should react by using repositioning strategy to change and stay contemporary and fresh in the eyes of customers. Trout and Ries () propose an idea of the repositioning that involve with competition, change, and crisis issues. Firstly, repositioning can compete the rival by discriminate the brand or product and add value to it. Secondly, since time pass by, brand should update itself and make connection to target customer by using technology and communication and multimedia assets. Finally, repositioning can cure the crisis especially the cost issue. Ryan et al ()also gives the meaning of repositioning that is the way to re-ad apt brand position the consumers thought to change the way in which a firms product or service is apprehend. Basically, positioning and repositioning are the same; they are both process of getting ownership of a place in the thoughts of the target market that is proper, differentiating and fascinating. These two activities are , likewise, bases on the Customer Based Brand Equity (CBBE) Model settled by Keller in 1993 which defined as the different effect that consumer knowledge has on the customers response to marketing activity. To clarify, this paper will show the illustration of two repositioned brand of the automobile industry in both successful and fail way. Begin with brand that succeed in repositioning that is MINI, The MINI (original named Mini) is one of the most well known brands in the car industry, and indeed the most prosperous British car in terms of volume sold (Birmingham Mini Owners Club, 2002). It was launched in 1959 by British Motor Corporation. It was originally designed for four people seat, in a small size, practical, easy to park and economical. Also, priced was inexpensively. This responded to a fuel shortage, and the need for more efficient city cars. The Mini Cooper was designed and commercialized as a faster and sporty version of the Mini that would allow the car to compete successfully in rallying. Moreover, in 1969 the Mini was placed on the film The Italian Job. Due to the combination of the Minis rallying success and celebrity style reputation so it became a necessary fashion accessory. It gained the cultural status that considered as a British icon. The Mini Coopers status was variable between the 1970s and the 1980s as the license for the brand was sold to Spanish and Italian companies. In 1994, BMW bought the Rover Group, the owner of the Mini and launched the line in 2000. BMW still used the Mini brand to unite old and new to form explicit and consistence profile, but a bit change in name from Mini to MINI. Launching the New MINI had task to preserve the MINI from becoming a fad. Therefore, business strategy of BMW is to position the MINI as a symbol. It target young groups of customers that are urbane, stylish, individualistic or characteristically take their own path, value and quality consider, love to drive, and a trendsetter. To meet the target market need, characteristic, and lifestyle, Mini brand came out the repositioning strategy that tried to attract customer in both logical level by the products performance and insurance of quality, and at a sensational level by the value of the brands image or product aesthetics. At the rational level, MINI keeps the perception of a small premium car. It emphasized in practical and brand heritage about being an economy small sport car that have a different and new technical base. There are three main competitive advantages that support the aspect; custom design, modern quality technology, and outstanding safety. Firstly, MINI has an extensiv e variety of equipment along with paintwork choices, applications on the external and rare materials for the internal that make MINI customizable and can be differentiate. As a result, it offers customers to choose their own style MINI to express and show their own brand personality. Secondly, the quality dimension, it involves; body structure setting new standards, the powerful engines, the most progressive suspension technology, which makes driver feel a go-kart experience. Thirdly, the safety system guarantee excellent safety airbag system, which makes the MINI one of the safest and the most reliable cars in its category. At an emotional level, the MINI stressed on the fun facet, play with the slogan fun to drive. Thus, MINI attempted to create brand personality of it as fun loving, outrageous, cheeky, trendy, sporting and attractive. The victory of the MINI brand repositioning can be analyzed in many aspects. Firstly it achieved in clearly defined its target market so it could offer the brand attributes or benefits that meet the target needs and, also, was able to compete with the relevant brands in the sporty compact cars market such as Honda and Volkswagen. Likewise, MINI did not forget to offer the Category points-of-parity; it provided essential and credible attributes that a car should have to customers. Additionally, MINI can prove strong superiority on its attribute and benefit and, too, consumers can be swayed. MINI brand associations met three criteria that can correctly be good at a point-of-difference; desirability, deliverability, and differentiability. First of all, the MINIs target customer was given a persuasive motive to believe by MINIs pose on exclusive design, up-to-date quality technology, excellent safety, plus fun emotion. Accordingly, they can feel the relevance in both performance and emot ion. These advantage associations are hard to compete. Also, MINI got benefit from the combination of two legacy advantages; British heritage and BMWs German heritage that effected to customer perception. The former British heritage included construction in England, iconic scheme, fun and sporty sensation. The later German heritage BMWs consisted of the certifying in excellence of production and technology along with the premium car segment. Moreover, the company can really deliver favor attributes and benefits, in the other words, MINI could sent the promise unique joy at an attainable price to its consumers. The product design and its marketing campaign supported the desired associations. Their unique, specific and complete forms of advertising resulted to minis repositioning accomplishment. The customer was underlined that possessing and driving a MINI is fun, at the same time, also promoting brand personality and the idea of smaller is better. In every touch points, from the bil lboards to the showrooms, everything is branded that pararell with the set position. Finally, associations of MINI brand are strong in differentiate about history related, product related, and emotional related that can claim distinctiveness and superiority against relevant competitors. Whilst MINI brand repositioning has been very successful, Oldsmobile brand, contrastingly, had left customers confused. The Oldsmobile brand is a case of the failure brand in repositioning. Oldsmobile is one of the brand legends in US car history. It was in the portfolio of General Motors (GM) same as Chevrolet, Pontiac, Buick and Cadillac. It was a pioneer brand that launched the first car with chromeplated Trim and front wheel drive. Also, it was be the first production line car in the US with a fully automatic transmission, which is Toronado model. The brand was popular for many decades until there were problems that shake the strength of brand and have to end the production in 2000. The reason behind the brand failure can be divided in terms of positioning in three parts. First of all, around 1980s onwards, when GMs technology had cutting edge begin with the Chevrolet engines were substituted ad diesel engines were given as an option, it ,afterward, stopped maintaining and emphasizing the unique selling proposition of Oldsmobile and make the brand to be uniform like others. Consequently, Oldsmobiles is devalued its positioning in advance automobile in sportiness and innovation .It lost its advantage edge and looked very similar to other GM cars, with only small differences. Additionally, due to its brand name, there is an effect of the name old to the perception of customer that mislead to be perceived as outdates brand specially among teenage segment. As a result, marketers of Oldsmobile tried to reposition the brand and adjust the brand image with Its Not Your Fathers Oldsmobile slogan and ran advertising to describing the point. Unfortunately, this customers couldnt recognize reasonable about age association and still perceive that Oldsmobile is old-fashioned (Levinson,2005). One Brand Week article, published in February 2001 gave a recommendation to the Oldsmobile that instead of attempt to be younger, it should better accept the exist brand, with its older profile, search for older customers insight and give them a communication that fascinated to their needs. It could be possible, as the Oldsmobile had been considered an innovator in its field, even though it had never been a youth brand. Also, the process of this repositioning was rather impulsiv e operation. The customer perception should proceeding adjust for example, from old brand to adult brand to, eventually, younger brand. Moreover, Oldsmobile had endeavoured to lift its position to be a luxury brand by changing logo and make many product variations to enter European market. However, the principal notion of Oldsmobile was to manufacture a low-priced car for the masses and discounting strategy to sales was still used that against the repositioning aim, thus, consumers were confounded. Again, their memories with the earlier brand image still ran deep. Ultimately, General Mortors shut down its Oldsmobile section. Refer to the case, there are many factors that make Oldsmobile incapable to success in repositioning. Begins with the target market, it attempted to target younger consumers and affluent market without finding those customers insight. While there were overwhelm of competitors that pierced in the same target. Thus, introducing trendy new Olds cars were too late. Oldsmobile did not carry on the brands new promise; it just created the tag line Its Not Your Fathers Oldsmobile but did not do anything on product or service programs to stress the claim. The product reforms did not meet wishes of new clients. By reason of deficient product development plus inconsistent brand communications, it did not have power enough to change the targets perception that Oldsmobile is a youthful, modern brand. Sharfman(2001) states that this slogan excluded both newer and elder purchasers. The reason that might be it had not done enough through its designs, contemporary images, and marketing mix, especiall y to the customers who do not have high involvement in the brand. They saw no advantage and no distinction, and no emotive association. In addition, it abandoned their competitive advantages which are a sporty and innovative, based on its heritage. Consequently, the trusted and believable personality of Oldsmobile was destroyed. In addition, to be in the upper market, Oldsmobile did not do well on credibility. Price levels did not represent the new willing position. Also, it was not able to form a unique emotional advantage or identity component of brand equity that is related to its customers. For these reasons Oldsmobile turned people off. In a nut shell, brand positioning is a strategic concept that marketers make a band image to sit in a unique room in the mind of the target market by a customer-focused base value correlated to competitors. Furthermore,There are factors require brand managers to reconsider about their brand position such as altering customer needs, increasing competitive pressures and changing of the company own structure. The BMW MINI case shows an example of how a brand cans success in repositioning. It created effective brand associations that consumers perceive a brand dwell in a favourable, differentiated and credible location in the minds of consumers. Thus, MINI gained trustworthiness of the product position by information given by brand. Although many brands are desired to become resurrected and famous again, often, repositioning brand fail in changing the image in the mind of customer as the mentioned case of Oldsmobile. It underwent from a lack of strong positioning since targeted goal that it did not have ability to send the promises or new benefits. Also, elements of marketing mix did not go along with new position such as the product improvement and the price. As a result, marketers should carefully redefine brands target market, stick on their needs and expectations, then, find the right and available place to be in their minds, which unique, certifiable, and satisfactory. Finally, the new position should be communicated properly and consistency.

In Patagonia Summary :: essays research papers

In Patagonia is one of the more interesting books that I've read lately. It's the only book that I know of that crosses theives with archaeology. It is mainly a collection of Bruce Chatwin's logs and descriptions of his travels in the South American frontier in the late 70's and early 80's (during the Cold War), filled also with short stories and vignettes. Some of them are true, though some mix the facts with fiction. Chatwin leaves these stories hanging and ties most of them back together in the end. Chatwin tells of the lives of the people in Patagonia with much detail. He goes into much detail describing the poor Welsh, Scottish, English, and Italian farmers. Since farmers make up most of Patagonia's workforce, Chatwin stays with quite a few them and learns about the culture, history, and heritage of Patagonia. Many of the generous people he lodges with were outcasts or exiled from their own country and told him the fascinating stories of their own lives and how they came to be in Patagonia. They also tell the riveting stories of the rich Patagonian borderland, where theives and criminals run wild. One such pair of criminals was Butch Cassidy and the Sundance Kid. They committed all sorts of crimes including larceny and murder (though Butch Cassidy never killed a man until late in his crooked career). After committing many crimes in Utah, they travelled down to South America to avoid the law. In Patagonia also depicts the captivating history of the Archaeological findings and the many discoveries that have been made in parts of South America. The book starts off with a remenisence of Chatwin playing with his grandmother's "brontosaurus skin". This is what sparked his desire to search the South Americas. The English sailor Charley Milward had found it originally. Then he reported it to a major archaeologist at that time by the name of Florentino Ameghino. In the end, the skin turns out to not be the skin of a brontosaurus, but rather a Mylodon.

An Argument Against Drilling in the Arctic National Wildlife Reserve

An Argument against Drilling in the Alaskan National Wildlife Reserve By: James Andrew Whitten Government Economics Heath Vincent March 5, 2013 America’s rank as the world’s leading superpower gives the nation unsurpassed clout throughout the rest of the world, but as the old saying goes â€Å"With great power comes great responsibility. † Many other nations not only rely on America’s economy for their own country’s survival, but they also look up to America with a hopeful sense for the future.The founding fathers of this great nation had excellent insight into the authority that America would one day possess, and thus they attempted to set many precedents that would lead the way for the nations that would choose to follow America’s example. Still today, every move that the American nation makes is carefully scrutinized by the other nations of the world. So, it is crucial that the United States ensure that as it moves forward, it does so with a noble and future oriented perception of its goals.Thus, drilling for oil in the Alaskan National Wildlife Reserve would be a colossal mistake for the United States, because drilling would be detrimental to the pristine indigenous environment, it would have little or no beneficial impact on the American or Global economy, and would poorly exemplify the ambitions that America should have. For the past century, the global dependency on oil has progressively increased each and every year. Now, the world’s need for a steady oil supply is at an all-time high, but oil supplies are slowly dwindling day by day.Oil prices have sky rocketed, the environment has been irreversibly damaged, and it is evident that this rate of oil consumption is completely unsustainable. So should America not be avidly searching for new sustainable alternatives to oil, rather than attempting to destroy land set aside for the very purpose of protecting it against such damaging procedures as oil drilling? The Alaskan National Wildlife Reserve (ANWR) is one of the many wildlife preservation efforts that great men in America’s past developed in order to preserve both the natural beauty of this great land, and the natural environment and its resources.Humans are one of the few species that contribute nearly nothing to ecosystem in which they live, yet they devour gargantuan amounts of the resources around them. Gasoline is an excellent example of this. Americans are consistently obliterating the ozone layer through their emission of toxic pollutants from the gas they use every day in their cars. Yet, rather than address the unmaintainable way of living they have adopted by attempting to lower their consumption, they just expect more gas.The American government should not allow this mindset to continue, and should aid its people in having a better understanding of their effect on the environment. This same greed carries directly over into the economic side of this situation too. R ather than accepting that ANWR only has enough oil resources to last for six months if the nation were to rely solely on it, and that the oil drilled would at the very most impact the oil price by three percent, Americans fool themselves into believing that ANWR can offer economic salvation.The American people would like to believe that this oil will release the country from its unhealthy dependence on foreign oil, but the fact is there is nowhere near enough oil there to have any such affect. And, the only people who will find true economic gain from the oil will be the oil companies. Instead of being blinded by greed, America should fix the real problem, the inflated consumption of oil by the American people. Finally, as previously stated, many nations admirably look up to America’s great influence in hope of a better future for their own nation.America should utilize this power to ensure that other nations also follow in a direction that will lead the world to a future tha t this current generation can take pride in. Drilling in the Alaskan National Wildlife Preserve would have the exact opposite effect. By drilling in ANWR, America would be making a statement that it is perfectly acceptable to further destroy the world’s unstable environment all for the sake of greed. It would set a pattern that said no matter the circumstances of the area, no matter that it is a safe haven for animal breeding, and no matter that the people of the world need o truly reflect on the rate of their oil consumption, it is acceptable to drill anywhere that oil is found. Would the American people have been so ready to drill if the refinery were going to be in Yellowstone and the magnificent Sequoias would have to be demolished? No, it would be an abomination to even consider, and so the same mentality should be set for ANWR. Americans have always taken an abundant pride in their country. The founding fathers of the mighty nation developed a country that is far beyond what anyone could have imagined two-hundred years ago.However, they too realized that all resources are not infinite and that there is great need to protect certain pieces of land for the sake of the future. Thus, they developed national wildlife reserves in the hope of setting aside land specifically for the purpose of preservation. The American nation needs to remember this, and maintain the ideals of those who came before them by looking to the future, not just the present. ANWR is meant for conservation, not more devastation.

Focusing Through Scattering Media With High Speed Characterization Engineering Essay

The formation of a focal point through a randomly dispersed dispersing medium proves to be hard because the incident light wave front is quickly destroyed inside this medium by multiple sprinkling. Controling light extension through dispersing media is of cardinal involvement in optics and critical for applications in biomedical imagination and stuffs review ( I. M. Vellekoop et Al, 2007 ) . The chief purpose of this undertaking is to optimise the wave front utilizing liquid crystal spacial visible radiation modulator ( LC-SLM ) and deformable mirror device ( DMD ) with high exchanging velocity. There are three chief grounds. First, driven by the demand of modern non-invasive optical imagination, which is still a great challenge to modern scientific discipline and engineering, the ability of concentrating visible radiation through extremely dispersing media can enable betterments in biological microscopy in biological tissue ( J. Aulbach et Al, 2011 ) . Second, the information about the initial wave front, though extremely scrambled, is non lost in the scattering field but can be retrieved by undoing the dispersing procedure by propagating through the turbid medium itself. Third, in order to enable dramatic betterments in imaging deepness and contrast, fast rate commanding wave front is necessary to get the better of the spot decorrelation times of populating biological stuffs. Our long term end is to find how fast we can optimise wave front with iterative techniques in order to acquire a better biological image with deep deepness. We try to carry through this possibility through the undermentioned aims: ( I ) Use iterative methods that divide the incident visible radiation on a scattering sample into N spacial input manners and utilize the estimated transmittal matrix to foretell the SLM input province that will optimise an end product province. ( two ) To seek a new high-velocity stage mask optimisation technique, which utilizes off-axis binary-amplitude comp uter-generated holography implemented on a deformable mirror device ( DMD ) with an optical strength detector like CCD camera supplying control feedback. We propose to utilize a assortment of stuffs of natural beginning like Rutile TiO2 and Chicken eggshell to verify the cosmopolitan pertinence of inversion of wave diffusion. The rational virtue of the proposed activity: This undertaking connects country of the optical imagination and biological tissues. And it provides a tract for get the better ofing the repeated sprinkling and intervention jobs, doing it possible to concentrate through cloudy media and enable an betterment in biological imagination. The broader impacts ensuing from the proposed activity: This undertaking will progress the basic techniques to fast control incident light wave front and acquire better biological image with deep deepness and contrast. This undertaking will besides plan user interface package designed in python linguistic communication, allowing it to be more convenient to detect biological tissues.Undertaking NARRATIVE/DESCRIPTIONI. Introduction or Specific Purposes:1 ) Motivation:Acquire clear and better image of high declaration by concentrating through dispersing media.2 ) Hypothesis:Word picture of high-scattering medium may be achieved by commanding wavefront transition via high exchanging rates modulator.3 ) Specific Aims:a ) Optimize the incident light wave front with Spatial Light Modulator ( SLM ) to concentrate an image through cloudy medium. Divide the incident visible radiation by iterative methods on a scattering sample into N spacial input manners. Use the estimated transmittal matrix to foretell the SLM input province that will optimise an end product province and step the strength of the visible radiation. B ) To seek a fast stage mask optimisation technique utilizing deformable mirror device ( DMD ) to get the better of the fast spot decorrelation times of biological tissues. Use off-axis holography implemented on a DMD with an optical strength detector like CCD camera supplying control feedback. Measure the exchanging velocity to obtain a high velocity word picture of dispersing media.4 ) Significance:This undertaking will progress the basic techniques to fast control incident light wave front and acquire better biological image with deep deepness and contrast. This undertaking can link country of the optical imagination and biological tissues. And it can supply a tract for get the better ofing the repeated sprinkling and intervention jobs, doing it possible to concentrate through cloudy media and enable an betterment in biological imagination.II. Background and Preliminary Surveies:Random sprinkling of light makes some stuffs like milk and biological tissues opaque. Repeated sprinkling and intervention in these stuffs distort the incident light wave fronts so strongly that all spacial coherency is lost ( 4 ) . Aberrances and random dispersing badly limit optical imagination in deep tissue. A figure of research groups have demonstrated optical focussing through dispersing media. Controling light extension through dispersing media is of cardinal involvement in optics and critical for applications in biomedical imagination and stuffs review ( I. M. Vellekoop et Al, 2007 ) . There is an increasing involvement in wavefront control techniques fo r concentrating through cloudy media ( I. M. Vellekoop et Al, 2008 ) . These methods chiefly depend on the deterministic nature of multiple dispersing to determine the incident wave front and pre-compensate for the scattering effects of light extension. Many researches use iterative methods that divide the incident visible radiation on a scattering sample into N spacial input manners ( M. Cui et Al, 2011 ) with a end of optimising strength at a point on the opposite side of the medium. An optical strength detector like CCD camera provides control feedback. Other iterative techniques optimize the input manners in analogue, therefore increasing the velocity at which the focal point is formed ( S. Popoff et Al, 2010 ) . Besides, there are some other techniques that measure the transmittal matrix through the scattering stuff ( G. Lerosey et Al, 2007 ) . In transmittal matrix optimisation the relationship between optical input and end product manners of the system is estimated from the e nsemble of N spacial visible radiation modulator ( SLM ) input provinces and N matching end product provinces. Using that relationship one can optimise focal point at any point in the mensural field. Optical or digital stage junction has besides been used to enter the scattered field and return a focussing beam through the turbid media ( M. Cui et Al, 2007 ) . The ability of concentrating visible radiation through extremely dispersing media can enable betterments in biological microscopy in biological tissue. Light dispersing limits the imaging deepness into biological stuffs, and it could be compensated via wave front control. However, populating biological stuffs have speckle decorrelation times on the msec timescale ( M. Cui et Al, 2007 ) . This fast rate of alteration is a large job for current methods of concentrating through turbid media because of exchanging rate restrictions imposed by the wavefront transition device. Recently many researches implement phase-only wavefront transition utilizing liquid crystal spacial visible radiation modulators ( LC-SLM ) ( I. M. Vellekoop et Al, 2007 ) , which is more efficient for making a focal point than amplitude lone transition ( I. Vellekoop et Al, 2010 ) . But the LC-SLMs shift velocity is limited by the rate at which the liquid crystals can aline in the device. Therefore, new high-speed techniques for optimising stage masks are required to implement concentrating through biological samples. We want to seek a new high-velocity stage mask optimisation technique, which utilizes off-axis binary-amplitude computer-generated holography implemented on a deformable mirror device ( DMD ) ( D. Dudley et Al, 2003 ) and demonstrate wave front finding about one order of magnitude faster than the anterior province of the art. Furthermore, the transportation matrix attack provides a general and thorough word picture of the dispersing medium that non merely allows for the focussing on a given point in infinite but besides enables the finding of wave fronts for other optical processing applications ( G. Lerosey et Al, 2008 ) . The deformable mirror device ( Figure 1. a ) is a critical constituent of an adaptative ocular system. It is used to use the rectification to the distorted wave front. In current systems the deformable mirror device is the most expens ive constituent. Recent technological progresss have presented alternate engineerings for deformable mirror devices. Three engineerings: liquid crystals, stacked piezoelectrics, and Micro-Electro-Mechanical Systems. The MEMS shows peculiar promise. MicroElectroMechanical Systems ( MEMS ) deformable mirrors are presently the most widely used engineering in wavefront defining applications given their versatility, adulthood of engineering, and the high-resolution wave front rectification that they afford. Using advanced, cheap fabrication engineering, the public presentation strengths of MEMS DMs are built-in to micromachining: a ) Thousands of Actuators: big actuator arrays allow for high-resolution wave front rectification. B ) Sophisticated Surface Control: advanced microstructures minimize the influence between neighbouring actuators, allowing high frequence forms on the mirror surface and doing high order rectification possible. degree Celsius ) High Speed: optimized design enable s rapid wave front determining for high-velocity applications. After optimized by deformable mirrors device ( Figure 1. B ) , we want to utilize wavefront detector to mensurate the strength sweetening of the focal point and so give feedback to the computing machine to command the wavefront transition. We try to utilize the adaptative optics system ( Figure 1. degree Celsius ) . Adaptive optics systems comprise three chief elements: a ) Wavefront detector: measures the stage aberrance in the optical wave front. B ) Deformable mirror: adjusts its place to rectify for the aberrance. degree Celsius ) Control system: receives measurings from the detector and calculates the disciplinary motion of the deformable mirror.III. Experiment Approach:1 ) Using Python linguistic communication to command the CCD ( Charge-coupled Device ) camera and get the dynamic image of an object with demoing the strength of the visible radiation. Experimental design and principle. We will utilize Pike F-032B/C camera which is fixed on experiment tabular array to acquire the images after concentrating by certain focal lens. The Pike F-032B/C is a really fast VGA camera with premium image quality and a fast FireWire 1394b interface that can be connected with the computing machine easy. It is equipped with a Kodak KAI-0340 CCD detector. At full declaration, it runs 208 Federal Protective Service. Higher frame rates can be reached by a smaller AOI ( Automatic Optic Inspection ) , binning ( b/w ) , or sub-sampling. Programing in Python linguistic communication will command the camera to put up the exposure clip, take image and besides save the images as a certain file. The image that we take is 8-bit with a colour scope from 0 to 255 which means that ruddy is of high strength while bluish is of low strength. We will utilize python to change over it into 16-bit which is of high quality than former one. Besides, we will make an interface window for the user to command the camera comfortably ( see figure1 ( degree Celsius ) ) . 2 ) Use SLM ( Spatial Light Modulator ) to steer and concentrate visible radiation through dispersing stuffs by spatially determining the wave front of the incident optical maser beam. Experiment apparatus and design. A elaborate schematic of the experiment is shown in Figure1 ( a ) . A polarized optical maser beam with a wavelength of 488 nanometer is expanded by a factor of 9 utilizing the spacial filter formed by L1, L2 and projected onto the spacial visible radiation modulator ( SLM ) with an extra 2x magnification. The strength of the optical maser is reduced by a impersonal denseness filter and mulct adjusted utilizing a combination of a rotatable half moving ridge home base ( HWP ) and a polarizer ( PBS1 ) . The beam is shaped spatially utilizing a brooding phase-only SLM. The pels of the SLM are grouped into 50A-50 square sections. The SLM is connected to the digital picture interface ( DVI ) end product of a picture artworks card in the Personal computer. The search tabular array in the SLM hardware was configured so that grey values of 0-255 correspond to phase holds of 0 ~ ( 255/128 ) Iˆ severally. The computing machine sets the stage for each of the sections. The SLM and all other hardware are controlled by usage ActiveX constituents written in C linguistic communication. Hardware acceleration is used to accomplish existent clip ( 60 frames per second ) public presentation. The constituents were ‘wired together ‘ in the scripting linguistic communication Python to command different experiments. A lens and a 10x microscope nonsubjective image the surface of the SLM onto the surface of the pupa. The front surface is in the focal plane of microscope nonsubjective O1. The back surface of the pupa is imaged onto a CCD camera utilizing nonsubjective O2 and lens L6. We defined a mark country on the camera, matching to a circle with a diameter of 0.5 I?m on the sample surface. The computing machine plan integrates the camera strength over this mark country to supply a feedback signal for the algorithm. The moving ridge is optimized continuously and the breakdown algorithm dynamically follows alterations in the spot form. How good the alterations can be followed is quantified by the ratio of the continuity clip of the spot Tp to the clip needed for a individual loop of the algorithm Ti. The theoretically accomplishable sweetening for this algorithm peers I ·= 0.5Tp/Ti, when the figure of modulator sections N is big plenty ( N & gt ; & gt ; Tp/Ti ) . 3 ) Use a phase-control holographic technique via deformable mirror device ( DMD ) that can be updated at high informations rates enabling high velocity wave front measurings to qualify dispersing media with the intent of concentrating visible radiation through it. Experiment apparatus and design. A collimated and expanded 532 nanometers laser illuminates the DMD, which consists of an array of 1024Ãâ€"768 mirrors, as shown in Figure1 ( B ) . We use N = 256 or 1024 inputs to a individual end product manners defined by the photodetector. To implement the transmittal matrix measuring method with the DMD we generate 768 binary amplitude holographs for N = 256, or 3072 holographs for N = 1024. The experimental diffraction efficiency of the holograph with the DMD was 6-10 % of the incident power. All holographs are loaded onto the DMD memory, which in concurrence with high-velocity package, allows for DMD control at maximal frame rate. A Fourier transforming lens is placed one focal length off from the DMD. An flag placed after this lens in the Fourier plane blocks all diffraction orders, except for the 1st diffraction order, where the stage mask information is encoded. The 1st order visible radiation is so propagated through another Fourier transforming lens, which images the stage mask at the back aperture of a 20X ( NA = 0.5 ) aim lens that focuses the beam onto the scattering sample. A 100X ( NA = 0.75 ) aim images a plane ~1 millimeter behind the dispersing sample onto a 50 I?m pinhole placed before a photodetector. The back aim and the pinhole size are selected to fit the pinhole to the speckle size of the visible radiation scattered by the sample. The photodetector electromotive force is digitized and sent to the computing machine, where it is used to cipher the transmittal matrix through the dispersing stuff to the individual end product manner. A Python plan controls all system calculation and synchronism. By utilizing a photodetector the strength measuring is oversampled in clip and an mean value is used for the strength step to filtrate noise. A non-polarizing beamsplitter placed after the tubing lens and before the pinhole creates a 2nd image plane on a CCD array for imaging the focal point topographic point. We try to utilize the adaptative optics system to carry through this aim. Wavefront detector will mensurate the stage aberrance in the optical wave front. Deformable mirror can set its place to rectify for the aberrance. And the control system will have measurings from the detector and cipher the disciplinary motion of the deformable mirror.IV. Expected Results and Broader Impact:1 ) Expected Consequences:We expect that precise control of diffuse visible radiation can be possible utilizing an optimum, noiterative algorithm and that visible radiation can be directed through opaque objects to organize one or multiple focal point. Besides, reverse wave diffusion can hold applications in imagination and light bringing in dispersing media, perchance including metal nano-structures. We expect that high velocity wavefront optimisation for concentrating through turbid media utilizing a DMD with off-axis binary amplitude holography for stage control and the transmittal matrix method adapted t o the undertaking. With this attack we demonstrated an order of magnitude betterment in measurement velocity over the current fastest wavefront finding method ( I. M. Cui et al,2010 ) and three orders of magnitude betterment over LC-SLM methods ( I. M. Vellekoop et al,2007 ) . This undertaking will besides plan user interface package designed in python linguistic communication, allowing it to be more convenient to detect biological tissues.2 ) Broader Impact:This undertaking can link country of the optical imagination and biological tissues. And it can supply a tract for get the better ofing the repeated sprinkling and intervention jobs, doing it possible to concentrate through cloudy media and enable an betterment in biological imagination. This undertaking will progress the basic techniques to fast control incident light wave front and acquire better biological image with deep deepness and contrast. This method should hold plenty velocity to get the better of the fast spot decorrelation times of biological samples and bring forth plenty concentrating power for a assortment of biomedical detection and imagination applications.Table 1. Conjectural Measured Intensity Enhancement for Different MaterialsSampleL ( um )NitrogenRutile TiO2 Chicken eggshellaˆÂ ¦aˆÂ ¦Figure CaptionFigure 1. a ) The large-scale deformable mirror uses MEMS-like constituents. The electrically-grounded spring bed is deformed by electrostatic attractive force to electrodes on the base bed. Its gesture is translated to the mirror through a set of stations. B ) A deformable mirror can be used to rectify wavefront mistakes. degree Celsius ) A conventional diagram of the adaptative optics system with each of these elements. Figure2 ( a ) Detailed schematic of the wave front determining setup. Figure2 ( B ) Mirror cells of DMD. Figure2 ( degree Celsius ) Python designed user interface. Figure1 ( vitamin D ) Apparatus for concentrating through dispersing media. Figure 1 Basic Construction of Deformable Mirror Device and Adaptive Optics System Figure 2 The schematic of the wave front determining setup and apparatusMentions CITEDJournal of the Optical Society of America, 2011 ISI Impact Factor: 2.185 1. I. M. Vellekoop and A. P. Mosk, â€Å" Concentrating coherent visible radiation through opaque strongly dispersing media, † Opt. Lett. 32 ( 16 ) , 2309-2311 ( 2007 ) . 2. I. M. Vellekoop, A. Lagendijk, and A. P. Mosk, â€Å" Exploiting upset for perfect focussing, † Nat. Photonics 4 ( 5 ) , 320-322 ( 2010 ) . 3. J. Aulbach, B. Gjonaj, P. M. Johnson, A. P. Mosk, and A. Lagendijk, â€Å" Control of light transmittal through opaque dispersing media in infinite and clip, † Phys. Rev. Lett. 106 ( 10 ) , 103901 ( 2011 ) . 4. P. Sebbah, ed. , Waves and Imaging through Complex Media ( Kluwer, 2001 ) . 5. I. M. Vellekoop and A. P. Mosk, â€Å" Phase control algorithms for concentrating visible radiation through cloudy media, † Opt. Commun. 281 ( 11 ) , 3071-3080 ( 2008 ) . 6. M. Cui, â€Å" Parallel wavefront optimisation method for concentrating visible radiation through random dispersing media, † Opt. Lett. 36 ( 6 ) , 870-872 ( 2011 ) . 7. S. Popoff, G. Lerosey, M. Fink, A. C. Boccara, and S. Gigan, â€Å" Image transmittal through an opaque stuff, † Nat Commun 1 ( 6 ) , 81 ( 2010 ) . 8. G. Lerosey, J. de Rosny, A. Tourin, and M. Fink, â€Å" Concentrating beyond the diffraction bound with far-field clip reversal, † Science 315 ( 5815 ) , 1120-1122 ( 2007 ) . 9. I. Vellekoop and C. Aegerter, â€Å" Concentrating visible radiation through life tissue, † San Francisco, California, USA, SPIE 7554, 755430 ( 2010 ) . 10. M. Cui and C. Yang, â€Å" Execution of a digital optical stage junction system and its application to analyze the hardiness of turbidness suppression by stage junction, † Opt. Express 18 ( 4 ) , 3444-3455 ( 2010 ) . 11. D. Dudley, W. Duncan, and J. Slaughter, â€Å" Emerging digital micromirror device ( DMD ) applications, † Proc. SPIE 4985, 14-25 ( 2003 ) .Budget and JustificationSUMMARY PROPOSAL BUDGETaˆˆaˆˆaˆˆFOR NSF USE ONLY ORGANIZATION University of Georgia Research Foundation Inc PROPOSAL NO. DURATION ( months ) Proposed PRINCIPAL INVESTIGATOR/ PROJECT DIRECTOR Peter Kner AWARD NO.aˆˆA. Senior Forces: PI/PD, CO-PI ‘S, Faculty and Other Senior Associates ( List each individually with rubric, A.7. show figure in brackets ) NSF Funded person-months Fundss Requested by suggester CAL ACAD SUMR 1. Peter Kner – Pi 1.00 0.00 0.00 8,941 2.aˆˆaˆˆaˆˆaˆˆ3. 4. 5. 6. ( 0 ) OTHERS ( LIST INDIVIDUALLY ON BUDGET JUSITIFICATION PAGE ) 0.00 0.00 0.00 0.00 7. ( 1 ) TOTAL SENIOR PERSONNEL ( 1-6 ) 1.00 0.00 0.00 B. OTHER PERSONNEL ( SHOW NUMBERS IN BRACKETS ) 1. ( 0 ) POST DOCTORAL SCHOLARS 2. ( 0 ) OTHER PROFESSIONALS ( TEHCNICIAN ) 3. ( 1 ) Alumnus Students 4. ( 0 ) UNDERGRAUDATE Students 5. ( 0 ) SECRETARIAL – CLERICAL ( IF CHARGED DIRECTLY )aˆˆ6. ( 0 ) OTHERSaˆˆEntire SALARIES AND WAGES ( A + B ) 27,433 C. FRINGE BENEFITS ( IF CHARGED AS DIRECT COSTS ) 2,200 Entire SALARIES, WAGES AND FRINGE BENEFITS ( A + B + C ) 29,633 D. EQUIPEMNT ( LIST ITEM AND DOLLAR AMOUNT FOR EACH ITEM EXCEEDING $ 5,000. )aˆˆSLM 20,000 aˆˆ DMD 30,000 Entire EQUIPMENTaˆˆaˆˆaˆˆaˆˆaˆˆ50,000 E. TRAVEL 1. DOMENSTIC ( INCL. CANADA, MEXICO AND U.S. POSSESSIONS ) 2,000 2. FOREIGN 0 F. PARTICIPANT SUPPORT COSTSaˆˆ1. STIPENDS$0aˆˆ2. Travel 0aˆˆ3.SUBSISTENCE 0aˆˆ4. OTHERaˆˆ0aˆˆEntire NUMBER OF PARTICIPANTS ( 0 ) Sum PARICIPANT COSTS 0 G. OTHER DIRECT COSTSaˆˆ1. MATERIALS AND SUPPLIES 17,600 2. PUBLICATION COSTS/ DOCUMENTATION/ DISSEMINATIONaˆˆ3. CONSULTANT SERVICESaˆˆ4. Computer SERVIESaˆˆ5. SUBAWARDSaˆˆ6. OTHERaˆˆTOTAL OTHER DIRECT COSTS 17,600 H. TOTAL DIRECT COSTS ( A THROUGH G ) 49,233 I. Indirect COSTS ( F & A ; A ) ( SPECIFY RATE AND BASE )aˆˆEntire INDIRECT COSTS ( F & A ; A ) 0 J. TOTAL DIRECT AND INDIRECT COSTS ( H + I ) 49,233 K. RESIDUAL FUNDS 0 L. AMOUNT OF THIS REQUEST ( J ) OR ( J MINUS K ) 49,233 M. COST SHARING PROPOSED LEVEL $ 0 AGREED LEVEL IF DIFFERENT $ PI/PD NAME FOR NSF USE ONLY Peter Kner Indirect COST RATE VERIFICATION ORG. REP. NAME Date Checked Date of Rate SheetaˆˆaˆˆaˆˆBudget JustificationA.1.Dr. Peter Kner, Director, will work one person-months on the undertaking at an hourly rate of $ 51.58/hr.1 months * 173.33hrs/month * $ 51.58/hr = $ 8,941B.3.Two other forces will work on the undertaking.2 Alumnus Students1person*12 months * $ 1541/month = $ 18,492C. Fringe Benefits8 % TOTAL SALARIES AND WAGES ( A+B ) is used to cover periphery benefits.$ 1,700 for medical benefits$ 500 for alveolar consonant and visionD.1.Spatial visible radiation modulator $ 20,000Deformable mirror device $ 30,000E.1.Travel and Communication $ 2,000G.1. Materials and SuppliesMaterials/Supplies Cost/unit Units CostChemical Samples $ 120/unit 100units $ 12000.00Electronicss $ 200/unit 3 units $ 600.00Turbid media $ 500/unit 10 units $ 5000.00$ 17,600.00