Gene-ablation and other genetic technique

broker-deletion and former(a)wise agenttic proficiencyHow has the enjoyment of comp superstarnt- cut and other componenttic techniques in mice altered our approach to scientific problems in pharmacology and physiology? 280 pts (8-12 pages, 11pt Arial font, double spaced)A component is a region of desoxyribonucleic acid that curtails a discrete hereditary characteristic, usually corresponding to a atomic number 53 protein or ribonucleic acid1. Most scientists ar sidelineed in determining how components, and the proteins they encode, function in the intact organism. One of the most direct representations to find push through with(predicate) what a component does is to see what happens to the organism when that constituent is missing. Because changes layab unwrap trouble kioskular operationes, mutants often hold the key to thought component function. A well accepted strategy for evaluating gene function is to create and specify a gene arduous cringe. Virtual ly whatsoever(prenominal) gene in the germ line raft be mutated through gene object glassing in totipotent embryonic bowing (ES) carrels or to use gene deletion technology to knock-out every a circumstantial gene or a precise cell type in an intact animal2. Both of these methods base on balls almost unlimited possibilities for addressing moves concerning the molecular and cellular biota of growing, the relationship in the midst of contagiouss and biological function, unraveling the causes of malady, and enhance pharmaceutical research. ES cells be a versatile source of cells for repair of damaged and speculative meanders in the big(a) be2. Totipotent embryonic stem cells fool been employ in vitro to generated precursors for oligodendrocytes and astrocytes. transplantation of these ES cells into a puzzle pilfer of gentleman myelin ailment allowed the precursors to interact with soldiery neurons and efficiently myelinate axons in brain and spinal cord. fos ter investigation of this mechanism could play to pharmacological, physiological and therapeutic interventions. ES cells overly make possible the most precisely controlled forms of patrimonial modification, allowing animals to be created with closely any desired alteration introduced into their genome2. One way to produce a transgenic ( mantrap) animal is through gene targeting in totipotent ES cells. By incorporating a null allele into one allele of murine ES cells, and injecting these cells into early hook embryos, one tooshie create chimeric mice (heterozygous for the knockout allele) containing tissues derived from both host cells and ES cells2. Mating the chimeric mice allows one to patronise that the null allele is incorporated into the germ line and can tune these heterozygous chimeric mice to homogeneity producing progeny that ar homozygous knockout mice2. A knockout fawn generated to carry a mutating apolipoprotein E (apoE) gene through inactivation by gene targe ting in embryonic stem cells can be apply as a amaze for atherosclerosis. apoE is a constituent of very low density lipoprotein (VLDL) synthesized by the liver and of a subclass of high density lipoproteins (HDLs) pertain in cholesterol transport among cells. In humans a variant form of apoE, has been found to be defective in binding to the LDL sensory receptor that is participatord with familial type third hyperlipoproteinemia, a ailment characterized by elevated plasma cholesterol and premature coronary heart disease. apoE deficient mice develop severe hypercholeste affairmia receivable to a delayed clearance of large atherogenic wear outicles from the circulation. A study was through to analyze the genesis of atherosclerotic lesions, including the nature of the cells touch, the taking over of cellular fifty-fiftyts and the anatomical location of specific lesion types over time on mice fed a normal or a high fat diet. They found that the lesions were distri onlyed t heme the arterial tree and contained many features of the specialized, chronic, inflammatory-fibroproliferative solvent characteristic of atherosclerosis with age. This mouse model is apply to correct understand the physiological role of apoE in lipid metabolism, atherogenesis, and nerve injury. The model can alike be utilise as a way to test new pharmacological medicines in pre-clinical trials to steady down dose interaction, new therapeutics or to develop variations of current medicates to better meet the needs of the vast array of genetic variability seen in the human population today.Gene ablation involves the homologous genetic recombination of a gene in much(prenominal) a way that the gene has been do null. Genetic ablation is a genetic engineering technique utilise to suppress selectively the process of a specified cell line or cell type in an animal earlier than suppress the activity of an indivi duple gene2. Analyzing the in vivo function of cells can be accom plished through specific cell ablation. Using genetic ablation to produce a knockout mouse involves the gibe of one or more transgenes (usually a DNA segment bearing its own promoter) into the pronucleus of a fertilized mouse oocyte, which, after reimplantation into a foster mother, gives birth to a transgenic mouse bearing one of several(prenominal) hundred copies of the transgene3. These mice again can be bred to produce a homozygous colony.An over materialisation Sod2 transgenic mouse was generated through the use of pronuclear injection of the Sod2 gene into fertilized eggs. These mice overexpressed superoxide dismutase which catalyzes the conversion of superoxide anion to hydrogen peroxide and oxygen. superoxide anions are reactive oxygen species (ROS) generated in the respiratory chain as a by point of intersection of mitochondrial respiration. ROS cause oxidative damage to key mitochondrial components, such as protein, lipids and DNA. They are thought to lead to an overall decline in cellular function and ultimately mold the life span of an organism. Sod2 trangsenic mice have been used to test the inwardnessuate of overexpressing MnSOD on mitochondrial function, levels of oxidative stress or damage and live span in mice. They found that a ii fold increase of MnSOD throughout the life of the organism resulted in a slight decrease in oxidative damage and enhanced impedance against oxidative stress. Oxidative damage is excessively associated with arthritis, heart disease, gastrointestinal disorders, doubled sclerosis, cancer and neurological diseases. This model can be used to physiologically improve ones understanding of oxidative stress and to develop pharmaceutical agents that can enhance ones ability to decrease or protect against oxidative damage.Customized gene targeted animal models embarrass constitutive knockouts or knock-ins, or conditional knockouts or knock-ins of known genes, a gene family, mutant genes or artificially created repor ters and gene work ups. A constitutive knockout is a model that leave behinds a abundant overview of gene function, by the inactivation of the gene of interest at the genetic level, by haphazard transition or targeted insertion4. The advantage of development this model is that you get a total inactivation of the gene in any cell4. The disadvantage of this model is that the phe nonypes can be complex since all organs are partakeed4. A conditional knockout is a model that provides a research model of high potential, by targeting tissue-specific inactivation of the gene of interest, through the use of recombinase4. Recombinase is an enzyme that deletes the DNA fragment located between the two recombinase-specific sites4. This tissue-specific contemplation of the recombinase allows the inactivation of the gene of interest except in the tissue were the recombinase is expressed4. in that respect are two advantages to using this model, the first is the inactivation is restricted to specific tissues and the second is that several tissue-specific models can be made in parallel4. The disadvantages of using this model include the efficiency of the excision and the inability to validate the recombinase governance4. thither are a number of other strategies that can be used in place of, or to complement, conventional gene knockout technology. both such manikins are regulatable gene ablation and temporary gene ablation (gene knock downs). Ablation of a gene can be spatially or temporally regulated, that is only the organ of interest is affected or the mutation occurs only in one particular developmental state5. by the use of a regulator, the promoter can be regulated to control gene expression in the organ or particular tissue of interest. A gene knockdown refers to the technique by which the expression of one or more of an organisms genes is reduced, either through genetic modification or by treatment with a reagent such as a fiddling DNA or RNA oligonucleoti de with a sequence complementary to either an mRNA transcript or a gene6. These approaches offer a rapid and economical method to examine the specific actions of a gene product at a particular time point. Genes can be transiently down-regulated by targeted blockade of gene expression, either systemically or within a specific tissue. Two such approaches are antisense technology and the use of short-change interfering RNA (siRNA). Antisense technology is the use of short limited DNA sequences complementary to the mRNA of the gene of interest2. These sequences bind to the 5UTR and the offshoot of the coding sequence so preventing translation initiation and stoppage ribosomal interaction with the AUG start codon2. Antisense oligonucleotide genetic-code blocking medicines might control disease by inhibiting deleterious or die genes. siRNA on the other hand, utilizes small lengths of double stranded RNA knowing against the gene of interest and is introduced into the cell where t hey interact with intracellular machinery to form RNA-induced silencing complexes (RISCs)2. These complexes slow the siRNA strands and allow specific binding to the complementary mRNA sequence2. This binding causes segmentation and destruction of the now double stranded mRNA, and subsequently prevents translation2. siRNA can be used to study gene function, manipulating gene expression, as well as drug development. siRNA compounds can be created and delivered into human cells were they are able to whitewash genes and viruses responsible for human diseases.Two other genetic techniques that are used to approach gene investigation include suppressor synopsis and double back genetics. suppressor abstract is used to identify genes that are functionally connect to another gene of interest7. A suppressor mutation is a mutation that counteracts the do of another mutation thereby reducing its phenotypic effect7. Suppressor mutations whitethorn be intragenic (in the aforementioned(pr enominal) gene as the original mutation) or intergenic (in another gene)7. Intergenic suppressor mutations can be either information suppressors or function suppressors7. Of the two, function suppressors are most valuable for the genetic analysis of cellular processes7. Reverse genetics is a process in which specific mutations are introduced into a cloned gene for the purpose of identifying functional domains8. One way to conduct reverse genetics is to do RNA interference (RNAi)8. RNA interference is an in vivo gene knock-down, which is used to insert a random shRNA construct into the mouse genome4. Here, double-stranded RNAs inhibit corresponding gene expression by inducing degradation of its mRNA4. RNAi can be used as part of the immune response to viruses and other genetic material it can withal be used to look at downregulation and upregulation of genes4. RNAi has been used to evaluate whether insulin-like growth factor binding protein-3 (IGFBP3) modulates gastrointestinal stro mal tumor (GIST) cell response. Here, transfection of siRNA to knockdown IGFBP3 gene into GIST cells resulted in a significant loss of cell viability and therefore found that IGFP3 gene is required for GIST cell survival. IGFBP3 gene expression is lost in many cancer cells and reintroduction of the protein often results in cell death. On the other hand IGFBP3 has been linked to renal cell carcinoma, titty cancer, and metastatic melanoma, which suggests that IGFBP3 whitethorn contribute to tumorigenesis or disease progression. By canvass IGFBP3 and the IGF pathway one can explore IGF for prognostic and therapeutic cling to in GISTs and other cancers.In order to develop new treatment and preventative strategies for a human disease, we must first understand the biology and pathogenesis of the human disease itself10. A way to study human gene function is by mouse gene humanization. Humanization is the commutation of the murine gene by its human counter part4. Animal models of human d isease have been crucial in elucidating normal organ biology, pathogenic mechanisms of the disease and developing new therapeutic strategies10. Animal models are being used instead of human studies, because human studies are limited by a number of factors such as the variability seen in genetic accent and environmental models, the inability to readily obtain human tissues for molecular analysis and the small numbers of perseverings who may have a particular genetic abnormality10. Transgenic animals have already made valuable research contributions to studies involving regulation of gene expression, the function of the immune system, genetic diseases, viral diseases, cardiovascular disease, and the genes responsible for the development of cancer. Transgenic animal models are most effective if they have both construct validity and face validity. Construct validity is the degree to which the model corresponds to the clinical state in humans. Face validity is the animal model respond s in an appropriate manner to the effects of diametric therapeutic agents. An animal model that can recapitulate at least part of the neuropathology and the cognitive and behavioral impairment is the most effective representative of the disease. Several rodent models of Alzheimers disease (AD) have been created. The first example of such a model has been created to mime the cholinergic deficits of AD patients and to investigate the role of the central cholinergic system in the cognitive and behavioral deficits observed in AD9. The second example of such a model has been created with acute or chronic injections of starchy beta within the brain parenchyma of rodents, to overexpress AD-related mutated protein (amyloid deposits) in the central nervous system of rodents9. A third model of AD has been to create a transgenic mouse to express wild-type or mutant forms of the human APP and/or PS genes. all(prenominal) three of these models provide many insights into AD pathogenesis and approached to new therapies. By exploring and understanding of the neuropathological processes underlying the cognitive deterioration leading to dementia and investigating of the effects of potential new treatments on both AD neuropathology and cognitive deficits we go forth be able to test drugs that could potentially alleviate symptoms of the disease.Transgenic animals have overly been used to develop animal strains that secrete important proteins in milk2. These animals are used to synthesize recoverable quantities of therapeutically useful proteins. These proteins can be harvested from the animal by simply milking the animal and then using insularity techniques for protein purification2. For example cows have been used to purify collagen which can then be used to indicate burns and bone fracture2. Pigs have been used to purify human hemoglobin as a blood replacement for transfusion2. Goats have been used to make monoclonal antibodies for colon cancer2. In supplement sheep ha ve been used to make factor VIII and factor IX for hemophilia2. Despite the large amount of knowledge that can be gained by knockout studies, there are virtually important considerations to be interpreted when investigating the role of a particular protein or gene of interest. These considerations include but are not limited to redundancy, lethality, delineating systemic vs. local effects, crafty effects, and specific pathogen shrive conditions3. Gene redundancy is the existence of multiple copies of the alike(p) gene in the genome of an organism. This problem can be over come after to some extent by the use of multiple knockouts or in some situations where multiple ligands bind to the same receptor, a dominant negative receptor approach can knockout the effects of all ligands at once5. Lethality phenotypes naughtily compromise the ability of the organism to function. Some knockouts are developmentally lethal, which heart and soul that the genetically altered embryos cannot gr ow in adult mice. Knocking out a gene may also fail to produce an plain (phenotypic) change in a mouse or may even produce different characteristics from those observed in humans in which the same gene is inactivated. In some instances, a particular organ of interest can be transplanted into a healthy wild type host in order to conduct the analysis on that organ. Local effect refers to an unfavourable health effect that takes place at the point or area of contact, for example the respiratory tract11. Systemic effect refers to an adverse health effect that takes place at a location distant from the bodys initial point of contact and assumes absorption has taken place, i.e. absorption into the blood stream11. sharp effects are those that are so slight as to be difficult to detect or describe. For example, small changes in nutrient words to the fetus can program post-natal and adult metabolic status and lead to increased susceptibility to a range of adult onset disease, including stroke, hypertension and non-insulin dependent diabetes5. Specific pathogen free conditions refers to the fact that laboratory mice in research institution are generally housed in a specific pathogen free environment, and are therefore not challenged with the array of pathogens most mice and humans are exposed to.When comparing transgenic models to humans a key difference could be in the initiation of the development or process in the mouse that may not have a similar mechanism as the human development or process it is thought to represent. The presence of a specific mutation in the mouse from the time of its conception may enable a distinction between phenotypic changes due to the mutation itself and changes caused by adaptation and compensation for the mutation12. A gene can also be expressed in different tissues where it may have different functions its alteration may induce unexpected consequences. Also, the function of two genes may overlap or a mutation in a single gene might not reveal an abnormal phenotype. There is also a possibility of random incorporation into genome, which may inadvertently sever other genes, or have a variable degree of gene silencing success. The gene may also induce gross morphologic or physiologic abnormalities that affect the gene directly. Note also, these animal models also only play a minor role in drug development, as relatively few human diseases are monogenetic12. In most cases, gene ablation and other genetic techniques must address the basic question as to whether a particular gene, wild type, or mutant is involved in the pathogenesis of a particular disease. If not a particular disease, it may also address whether a gene product which plays a role in a specific signaling process contributes to disease in conjunction with other predisposing conditions. Animal models are crucial in providing a unified understanding of how drugs work, developing new therapeutic agents, and obtaining critical data needed to advance comp ounds into clinical trails12. Animal models are an important scratch for scientist to investigate human diseases, especially in order to conduct time-course studies or when studying early disease. Transgenic and knockout animals are also used to determine the molecular mode of action of a gene product and the downriver consequences of its misexpression on normal processes. Assessing the role of a specific gene can know be accomplished through the use of transgenic animals whose genomes have been manipulated to under- or overexpress a target gene, or express it in a modified or defective, nonfunctional form12. Animal models represent an attempt to imitate the pathologies associated with human disease states in a preclinical setting12. ReferencesMolecular Biology of the Cell. Alberts, et. al. fourth edition 2002 Garland Science New York, NY.Crommelin, D.J.A. and Sindelar, R.D. (1997). Pharmaceutical Biotechnology basic principle and Applications, Third Ed. Taylor and Francis. Phil adelphia, PA.Seidman, J.G. (2009) Manipulating the Mouse Genome. new Protocols in Molecular Biology. January 01.Reliable and forward-looking Solutions for Transgenesis. Accessed on 11/4/2009. Ingman, WV. And Jones, RL. (2008). Cytokine knockouts in reporduciton the use of gene ablation to dissect roles of cytokines in reproductive biology. Human Reproductive Update 14(2) 179-192.Gene knockdown. (2009, June 8). In Wikipedia, The Free Encyclopedia. Retrieved 1353, November 8, 2009, from Fay, D. and Johnson, W. (2006). Genetic mapping and manipulation Chapter 10-Suppressor mutations. Accessed on 11/5/2009. Bio-Medicine. Accessed on 11/4/2009. Dodart, J.C. and May P. (2005) Overview on Rodent models of Alzheimers Disease. Current Protocols in Neuroscience. November 01.Lind J. and Semsarian C. (2006) Overview of Model Systems for the Analysis of Human Disease. Current Protocols in Human Genetics. February 01.Local vs. Systemic Health Effects. Accessed on 11/3/2009. Moser, P. (2009) Ani mal Models of Disease. Current Protocols in Pharmacology. September 01.Katz, D.A. (2007) Overview of Pharmacogenetics. Current Protocols in Pharmacology. March 01.Barash, CI. (2001)Ethical Issues in Pharmacogenetics. Accessed on 11/4/2009. Frequently Asked Questions virtually Pharmacogenetics. Accessed on 11/4/2009. Bustle, O., Jones, K.N., Learish R. D., et.al.(1999) Embryonic Stem Cell-Derived Glial Precursors A source of Myelinating Transplants. Science 5428(285) 754-756 Piedrahita, J.A., Zhang, S.H, Hagaman, J.R, Oliver, P.M, and Maeda N. (1992) Generation of mice carrying a mutant apolipoprotein E gene inactivated by gene targeting in embryonic stem cells. Proc. Natl. Acad. Sci. USA. 894471-4475. Nakashima, Y, clump AS, Raines E.W, Reslow J.L, and Ross R. (1994) ApoE-deficient mice develop lesions of all phases of atherosclerosis throughout the arterial tree. Arteriosclerosis and Thrombosis 14133-140. Jang Y.C et.al (2009). Overexpression of Mn Superoxide Dismutase Does Not I ncrease Life Span in Mice. Journal of GerontologyBiological Sciences. 64(11) 1114-1125. Dupart JJ. Et.al (2009). Insulin-like growth factor binding protein-3 has dual effects on gastrointestinal stromal tumor cell viability and sensitivity to the anti-tumor effects of imatinib mesylate in vitro. Mol Cancer Nov 108(1)99 (Epub ahead of print) PMID 19903356 Genes associate with drug responses can be grouped into three broad categories those involved in pharmacokinetics (i.e. drug metabolism, transport), those encoding pharmacological targets (i.e. drug-target pathways) and those with physiological associations (i.e. homeostasis pathways)13. Pharmacokinetic pathways mediate drug absorption, distribution, metabolism and excretion13. Pharmacological pathways such as transcription factors and phosphorylation targets whose genes encode other proteins are also candidates for pharmacogenetic analysis13. Understanding the sensitivity of a particular drug and the genes that encode the drug meta bolizing enzymes can help determine how the particular drug is transported and metabolized within the body. Understanding the gene variants and how they influence drug concentrations at the target site is a possible way to explain the differences in response to a particular drug dose among individuals. Pharmacogenetics is the study of how an individuals genetic differences influence drug action, usage and dosing2. The molecular compositions of enzymes are currently being set through the use of the Human Genome Project. Scientists are able to study these enzymes and determine correlations between genotypic and phenotypic variability14. These current advances will allow scientists to use the molecular knowledge of enzymes to detect individuals who are likely to experience adverse reactions to medicines without having to use potentially dangerous methods of trial and error14. An offshoot of pharmacogenetics is pharmacogenomics, which attempts to understand not only the molecular com position of genetic variants associated with drug response but also the behavior of those variants14. Pharmacogenomic knowledge can be used to authority the disease before it occurs in a patient, increase drug capacity upon pharmacotherapy, and reduce drug toxicity2. It could also facilitate the drug development process to improve clinical development outcomes, reducing overall cost of drug development and lead to development of new diagnostic tests that impact on therapeutic decisions2. Pharmacogenomics can be used by twists to identify the best dose and medicine for each individual patient with greater readiness and safety. As the dosage would be based on factors such as age, weight, diet, lifestyle, liver and kidney function. By using a pharmacogenetic test a doctor can determine the right dose for individual patients. There are phomacogenetic tests for cancer, HIV, depression, and cardiovascular disease15. These tests take in the factors which are most likely to affect the absorption and effectiveness of the drug. There are many benefits that can come from pharmacogenetics and pharmacogenomics. Pharmaceutical companies can use information obtained to create more mighty medicines based on proteins, enzymes, and RNA molecules associated with genes and diseases15. Again, doctors would be able to analyze a patients genetic profile and prescribe the best available drug therapy from the beginning instead of the standard trial and error method of matching patient with the right drugs. A more appropriate drug dosage could be determined by not only taking in a persons weight and age but also accounting for their individual body processes, such as the time it takes for their body to metabolize the drug. Pharmacogenetics could also provide advance screening for disease, better vaccines, improvements in the drug discovery and approbation process and decrease the overall cost of health forethought15. Pharmacogenomics is still in the development stage in the res earch field. There are several factors that need to be overcome before many of the pharmacogenomic benefits can be realized. These include the complexity of finding gene variations that affect drug response, the boundary of current drug alternatives, disincentives for drug companies to make multiple pharmacogenomic products, and educating health care providers14. There are also ethical issues to consider, such as inadequacy of data privacy, possibility that adverse reactions to drugs can occur during treatment, the cost of such designer drugs will be to expensive for everyone, and genetic testing can provide an array of diagnostic results (predisposal test) which may or may not be what the patient wants to know14.

Advantages And Disadvantages Of Prefabrication As Construction Method Construction Essay

Advantages And Disadvantages Of Prefabrication As Construction Method Construction EssayThe aim of this research is to put up whether an increase enforce of off-site even up leave alone train a much(prenominal) force efficient ho use stock, as the UK gets closer to its nose apprizedy decrement deadline. The objectives of this national atomic number 18To identify the key advantages and disadvantages of prefabrication as a plait parade, and to usher how these atomic number 18 achievable comp argond to traditional regularitys.To identify the sure requirements for verve efficiency in rising fig ho subprograms.To identify the requirements of the mood convince accomplishment 2008 and how this volition guess the manifestation fabrication.To establish the electric modern use and opinion of prefabrication/off-site lying in the formulation industryThe UK is de jure bound to cut its green house gas ventings beneath the climate Change enactment 2008. These cuts be a 34% diminution by 2022 and an overall 80% decline by 2050, compargond to the service line discharge value from 1990.This is not a scientific quantitative study of the in reality force efficiencies of the look manner, but to a greater extent of an in-depth qualitative study of the features of prefabrication. This entrust be make by inspectioning existing literature on the depicted object and comparing this to actual opinions and use in the gimmick industry. These opinions and the level of carrying out of prefabrication within the winding industry exit be established using questionnaires. From this analysis it is hoped that at that place are environmental benefits to using off-site fashion/prefabrication. This should consequently be shown in the wind industry by its more and more use.With the UKs housing stock producing well-nigh 30% of the UKs total degree centigrade emissions, it is a sector where huge environmental gains endure be do (House of ballpark 2005). Although the Climate Change Act 2008 is not specifically aimed at the construction industry, the Chief executive director of the military commission on Climate Change, David Kennedy has called for action in four key areas the method by which electricity is produced, increasing the use of electric transport, reducing the light speed footprint of farms in the UK and an increase in the construction of verve efficient homes (Adam 2010).M any reports, especially from prefabrication manufacturers themselves state the benefits of off-site construction over traditional methods. These include an increase revive of construction, interrupt health and safety conditions on-site, break in quality of final product and a lesser total cost when economies of scale apply. However when observing construction sites off-site construction seems to not be included and traditional methods of construction seem to dominate. This study aims to find out the actual use of prefabricated, of f-site components within the industry, and the reasons professionals urinate for either using, or not using this construction method.The hypothesis for this study states that the current use of off-site manufactured components leave alone confirm a positive correlation to the perceived benefits from using them. For moral if the perceived benefits of the using off-site manufactured components are great, then it is predicted that their use will be vulgar within construction. Conversely if the features of prefabrication are not greatly beneficial compared to traditional methods, it is predicted that the use of off-site manufacture in the construction industry will be unhopeful. These assumptions gift been made over payable to common reasoning, creation that if something is more beneficial than another, it will be elect more often. slightly basic problems that whitethorn occur in this crabbed research project could hoard the participant trope. For example because this is a microscopic scale research project, only a reasonably small quash of professionals will be contacted to complete the questionnaire. This will mean that the results from the entropy sedate sewer not be generalised to the rest of the construction industry. another(prenominal) problem may occur with the fruit rate of the questionnaire. The expected return rate is 30% this agent that from the 60 questionnaires sent, around 18 are expected to be returned. Another problem may occur because the discipline produced about the systems is usually produced by the manufacturers themselves, and may be biased.The hypothesis will be accepted if the primary literature search states that there are clear advantages to prefabrication, and the industry study shows that it is being increasingly utilize as a construction method. It will be rejected if there is no significant correlation between the reported benefits and the use of the construction method.This oratory will withstand the followin g structure. First a literature review will be underinterpreted to establish all known information on the subject area. This section will include analysis of literature to establish what the stated benefits of prefabrication are compared to traditional methods of construction. Examples of each construction method will be analysed and areas where the benefits or disadvantages arise will be graduate(prenominal)lighted. The Climate Change Act 2008 will be reviewed to ascertain the requirements the UK is legally bound to fulfil. The current zip efficiency requirements will be taken from a study of the build prescripts.Then a methodology will be created which will involve formulating questions that soak up not been answered from the literature review. A participant flesh will be identified and a justification for its alternative made. The selection and the precept behind the research method chosen will then be made.The questionnaires will then be sent out and the data analysed f rom the information collected. A series of tables and graphs will be produced to identify any significance in the results collected.A discussion will then take place to deduce wherefore the data collected has been produced and the impact it may fill on the information we already know.Conclusions will then be made that will summarise the findings and show any limitations to the study that should be rectified if done again. This section may bluelight areas for further research. At the end of the document, a section of references and appendices will be included.2. Literature review article2.1 PrefabricationPrefabrication is a term used to describe the construction of constructs or twist components at a location, usually a mill, remote from the building site. (Emmitt, S. 2010)Prefabrication can similarly be known as off-site prefabrication (OSP), off-site manufacture (OSM) and as a modern method of construction (MMC) (Taylor 2010). It has been used in mass intersection of housi ng since the early twentieth century (Arieff, A 2002). Prefabrication need only affect the construction exploit and not the end-product (BRE 2001).It is common practise nowadays to use prefabricated components much(prenominal) as trussed roofs and precast concrete sections, nevertheless for the purposes of this study, the terms prefabrication and off-site manufacture are utilize to bigger components, such as fully fitted toilet pods shown in emblem 1ab and external wall blocks with windows preinstalled and internal finishes applied.Figure 1a seed http//www.archiexpo.comFigure 1bSource http//www.stcinc.net/bahamar.htmlFigure 1a/1b a prefabricated toilet and kitchen pod, ready to be lifted and secured on-site. digit and performance problems in the past check hindered the use of prefabrication, so it is recyclable to study the history to see if the kindred problems exist today.The mass exertion of prefabricated components started in the early twentieth century however there ar e examples of its earlier use, including the UKs first iron bridge constructed in 1779 at Colebrookdale (BRE 2001).The study push for the use of prefabrication in the housing market occurred after two the First and Second World War (Arieff, A 2002). This was due to the period of reconstruction to account for the lack of new buildings constructed during the conflict, and the existing buildings that were damaged as a consequence of the conflict. Prefabrication suited the needs of the cartridge clips as it provided a fast and affordable stem to the housing shortage. It addressed the lack in construction skills that existed after the wars and provided jobs in the factories for some people. It also provided a solution as to what to do with the large facilities that were constructed for armament manufacture during the war. Prefabrication enabled effective hearty management, reducing wa portray. This was important at the time as there was a shortage in materials after the massive i nstruction on production of components used for war. In October 1944 the Housing (Temporary Accommodation) Act was passed that gave the establishment the power to elapse 150M on the construction of temporary housing. This led to around 157,000 temporary houses being erected from 1945-1948 (BRE 2001). This record is less then was anticipated by the programme and after led to the poor perception of the construction method.Factors that have also slowed increment of off-site manufacture include the poor quality of earlier systems, the problem convolute with the maintenance of systems installed after the war and the poor attention to peak that was incorporated into their design also hampered the development (BRE 2001).Due to the difference in physical construction paradees compared to traditional construction, prefabrication produces the opportunity to capitalise on many benefits. on that pointfore new OSM systems boast many advantages from using off-site manufacture as a primar y construction method.These include an increased speed of construction. A case study from modular building contractors Unite standard Solutions reports of a 76 module, 32 self contained flats scheme in capital of the United solid ground that was fully erected in 8 days (Unite 2009). A study undertaken by Davis Langdon and Everest found that for the Peabody Trusts Murray Grove project in East London, a parsimoniousness of 18 weeks was achieved compared with a conventional project (Davis Langdon Everest 2002).Due to the factory conditions in which the components are constructed, a higher level of quality can be incorporated into the end product. Problems occur on-site when adverse weather conditions affect the quality of components such as concrete. When the weather is adversely hot, too oft water evaporates from the concrete whilst it is solidification. If the temperature is too low the chemical reactions that happen during curing will take place too slow. Both these extremes w ill have detrimental effects on the compressive strength of the cured concrete (Mittelacher 1985). There is also less movement and shrinkage when the project is completed that means that the quality of the finishes and the level of attention to detail permissible mean that snagging time is cut at the end of the project. This is the added time of making sure the stopping point quality is satisfactory.The use of prefabrication can improve the health and safety conditions on-site. This done by eliminating the congestion on site as tumesce as the amount of adding from height that is necessary. This is because anything that is needed to be done at height can be done in the factory conditions on platforms under correct supervision. A paper produced by the Health and gum elastic Executive reports that HSEstatistics indicate that fatal accidents in construction are five dollar bill times more likely than in the manufacturing sector. (Taylor 2009)The main advantage that makes OSM appl icable to this study is the environmental benefits it is reported to bring to a construction project.With a higher standard of quality, optimum thermic efficiencies and air permeabilitys can be achieved consistently using OSM. When construction takes place on-site, there is more of a chance of thermal bridges and insufficient workmanship to subdue the thermal efficiencies of a component. In a factory, standardised components can be used in a controlled environment with correct supervision to achieve tokenish tolerances in products.Less profligacy is produced during the manufacture stage compared to traditional methods of construction. This is due to lean processes and the efficient use of resources. The opportunity to re-use and recycle materials is also increased due to the controlled factory conditions. The factory environment means that components are produced flop the first time, limiting waste. Another benefit is that the final design is locked at an early stage, so the opp ortunities for variations on-site are limited, and so less waste is generally produced.New OSM systems are constructed of a light weight nerve frame, which has a reasonably low amount of embodied energy compared to materials such as concrete (Greenspec 2010).Clearly systems could be used that are more harmful to the environment than traditional methods of construction, however reports show undoubtedly that there is more potential to produce more environmentally friendly buildings using OSM.However there are disadvantages to using OSM. One contentious medical prognosis is the cost. There are two sides to the argument the first being that the process of using prefabrication is more expensive. A study by Davis Langdon showed that there is on average a cost premium of using OSM of between 10% and 25% (Rawlinson 2009). Others accept the premium in cost, however believe the personnel casualty in money is regained due to the lessen construction time and reduced snagging time due to the better quality. They also argue that the components are better designed for ease of maintenance and repair and so a deliver can be made in the big term. The report by Rawlinson (2009) does state that the costs are regained through these savings for some or all of the costs, but does not quantify the amount.Other problems include the high set up costs of using the construction method. The majority of the construction work that is undertaken in the UK uses traditional methods of construction. Therefore there is only a very small skill base of trades people who are fitted with the OSM processes. Although the training to learn these skills is not rigorous, over the entire United Kingdom it would amount to a sizeable sum. The cost of establishing prefabrication facilities is also very high and so this may be a factor as to why the construction method is not widely used.The esthetics of OSM may also be a factor that has reduced the use of the construction process throughout the UK. Th e poor perception to past systems and very modular design of many OSM structures mean that the construction method does not suit everyones tastes.2.2 The Climate Change Act 2008The Climate Change Act 2008 is a scrap of legislation that legally binds the United Kingdom to reduce its green house gas emissions. The main green house gas (GHG) which causes concern is nose candy dioxide (C02). The reduction targets are an overall GHG emission cut of 80% by 2050, with an interim deadline of a reduction of 34% by 2022. This is compared to a baseline figure from 1990 of 593 million tonnes of carbon copy dioxide (MtC02) (National Audit Office 2008). Therefore a reduction of 34% is an emission level of 391MtC02 in 2022, and a proposed emission of 119 MtC02 for the year of 2050. The other GHGs named in the Act are methane, nitrous oxide, hydrofluorocarbons, perfluorocarbons and mho hexafluoride (Climate Change Act 2008 s24.1). The Act also makes provisions for other gases to be added to thi s list by the Secretary of evince if they become of interest (s24.1g). partitioning 32.1 of the Act states that an independent body mustiness be created, named the Committee on Climate Change. The duties of this body include providing advice on whether the GHG reduction targets should be neutered and to what extent in order to meet them (s33), advising on the carbon cypher (s34), advising on aviation and shipping emissions (s35), presenting progress reports to Parliament (s36) and to provide advice and tending upon request (s38).The Act states that the Secretary of State, currently Chris Huhne, must set a carbon budgeting system. This is the process of stating the allowable GHG emissions within 5 year periods. This figure is set with the advice of the Committee on Climate Change (s9). Three of these periods are set at a time. The first 3 periods are 2008-2012, 2013-2017 and 2018-2022. The following 3 budget caps must be set by June thirtieth 2011 (Climate Change Act 2008 s4.2a +b).The United Kingdom is the first country to legally show its intentions for tender its carbon emissions. The Act is aimed to pave the way for cutting emissions for other countries. In a video made by the Committee on Climate Change about building a low-carbon economy, Martin occlude member of the Intergovernmental Panel on Climate Change says that the Act will set a landmark example to what other countries can do. It is hoped that the Act will increase the UKs energy awareness and help improve our carbon management. The Government hopes that this will move the UK into a low-carbon economy.It is hoped that because the Act is a long term measure, covering 40 years, it will encourage businesses to invest heavy in low carbon technologies, as there is reassurance that returns will be made from investments now.It has been established that the main area where the UKs GHG emissions can be reduced is in electricity production. In EcoCentroGen newsletter August 2009, it is reported that the Government predicts that around 40% of electricity will be from low carbon sources by 2020. However significant savings in emissions can be made in both the transport and housing industry. In the same newsletter, it is reported that by 20207 million homes will be mixed in energy saving schemes, and more than 1.5 million households will be supported to produce their own clean energyThe Chief Executive of the Committee on Climate Change, David Kennedy, highlighted four key areas where emission cuts can be made. These were electricity production, housing, transport and farming (Adam 2010). With about 27% of the UKs energy being consumed in the housing sector, there are substantial savings to be made (Farookhi 2008). Producing more energy efficient homes will reduce this figure. The Government will try to implement these savings through a variety of means. Examples of these may be through more stringent twist Regulations, financial initiatives for implementing renewable energy te chnologies, such as grants for installing solar panels or feed-back tariffs or by raising discharge prices.There is however some concern and criticism over the rate of decarbonisation the Act implies. The Kaya identity operator is an equation that shows the relationship between energy and human factors and the effect the combine of these has on total carbon emissions of a country. This equation states that the only method for reducing carbon emissions is to reduce either population, per capita gross domestic product or the carbon intensity of the UKs economy. Governments tend not to manipulate population or GDP per capita as they do not receive public backing and crock up economic growth. Therefore Government policies for reducing carbon emissions tend to focus on reducing the carbon intensity of the economy, and the Climate Change is no exception. It is argued that by using the Kaya Identity, the Climate Change Act 2008 has not taken into consideration the effects of population growth and per capita economic growth. It is argued that with the effect of a growing population and economic growth, to meet the reduced emission targets of 2050, the UK would have to reduce the energy intensity and increase energy efficiency by a rate of 5.4% a year (Pielke Jr 2009). Pielke Jr argues that for this rate of decarbonisation to occur, the UK would have to have the same carbon efficiency as France achieved in 2006, by 2015. This would involve constructing around 30 nuclear power plants. It is argued that this is simply not feasible.Pielke Jr concludes by pointing out these unachievable targets have been set as the Acts approach to emissions reduction is backwards. Opposed to assessing what the ultimate rate of decarbonisation the UK is capable of achieving, and setting targets suitable to this, the Act has set practically impossible targets, and only now they have been made in law, the UK is thinking of ways of achieving them.2.3 expression RegulationsThe current Bui lding Regulation requirements are of interest to this study as they show the current energy efficiency standards of houses being constructed today. They will also be the means by which the Government will enforce changes in construction practice in order to meet the GHG emission reduction targets.Building Regulations are statutory instruments that are used to enforce the relevant legislation that dictate nifty standards of construction and safety in England and Wales. Schedule 1 of the Regulations consists of fourteen sanction documents that cover the following subjects (http//www.planningportal.gov.uk/buildingregulations) affair A Structural safety break away B Fire safety unwrap C Site proviso and resistance to contaminants and moisturePart D Toxic substancesPart E Resistance to soundPart F VentilationPart G Sanitation, hot water safety and water efficiencyPart H Drainage and waste disposalPart J Heat producing appliancesPart K Protection from fallingPart L Conservat ion of fuel and powerPart M Access to and use of buildingsPart N Glazing safetyPart P Electrical SafetyThe Building Regulations are the statutory instruments of the Building Act 1984. The Act makes provision for the Secretary of State to update or create new regulations for the purposes of health and safety, increasing the preservation of fuel or power and preventing waste of water (Building Act 1984 s1).Building Control was first used in London in 1189. This involved the enforcement of rules dictating party walls, rights of light and drainage. Around this time the introduction of consideration in design for empty-resistance buildings and means of escape in case of a fire were developed (Stephenson 2005). After the Fire of London in 1666, the first building Act became law. This Act made provisions for surveyors to be selected to ensure that the regulations we obeyed on construction sites.In 1984 the Building Act was passed and consolidated the various introductory regulations t o produce one main piece of legislation.Most building work requires Building Approval. This is the process of checking work done onsite complies with the Building Regulations. The duty of checking conformance with the Regulations is undertaken by Building Control Bodies. These approved inspectors can be from the topical anesthetic Authority or they can be from the private sector (http//www.planningportal.gov.uk).Some forms of construction are exempt from the Building Regulations. These include porches, conservatories and some garages which are all subject to size, use, description, design, location and other requirements. If these requirements are not purely met then the construction work requires building approval (http//www.kingston.gov.uk/browse/environment/buildingcontrol).The debt instrument of following the Building Regulations falls to the person carrying out the work. To whom this responsibility falls to should be confirmed at the start of the work (Building Regulations explanatory Handbook s2.4 2005).The Building Regulations state the allowable U-value of components to be used in new dwellings. U-values show the ability of a building component to contract heat. Approved document L1B 2000 outlines the target minimum U-value of building components. To increase the energy performance of the overall building, the U-values of components must be as low as possible. Under Part L 2002, the U-Value of new build cavity walls is 0.35 W/m2K. For a comparison a 225mm solid brick wall has the average U-Value of 2.0 W/m2K (http//www.syec.co.uk/factsheets/U_value_factsheet.pdf)The Building Regulations also state the allowable air permeability of new build dwellings. This is the rate of air leaving the building as well as the rate of new air entering the building. A low air permeability figure means that the air will not escape and energy will not be wasted. Under Part L of Schedule 1 of the Building Regulations the allowable air permeability is stated as10m3/hm2 at 50Pa.These figures are relevant to this study as the benefits of a higher quality product coming from a factory environment, mean that these figures may be more easily achieved using prefabrication and off-site manufacturing techniques.2.4 Literature Review SummaryFrom the research of the respective literature the benefits of prefabrication have been presented. These are the increase in quality, speed of construction, health and safety on site and the environmental benefits these bring. The disadvantages the OSM produces as a construction method are an increase in the project cost, a potential unattractive aesthetic aspect and the high set up costs associated with new OSM facilities.The Building Regulations have been studied to show the standard to which new homes are create as a comparison to OSM.The targets of the Climate Change Act 2008 have been established. These are a 34% reduction by 2022 and an overall 80% reduction by 2050 compared to a baseline figure from 1990. In or der for the UK to meet these targets, four key areas have been highlighted for action one of these is the energy efficiency of the UKs housing stock. Studies have shown that these targets are very ambitious and for them to be achieved a radical change in how we design and build houses must be undertaken. From identifying the benefits of prefabrications, an argument can be made that this construction method could be the answer to producing more energy efficient homes.A methodology must now be formulated in order to collect data from the construction industry. This will involve identifying the participants for the study and a method for roll up data from them. It will also involve creating questions that will produce the required data.3. Methodology3.1 Scope of the ChapterThis chapter will establish the method for collecting the data relevant to this study. It will set out the research aims and the rationale behind their selection. A section that explains the types of information stu died will be included as well as an explanation of the participant design. A method for the analysis of the collected data will then be established.3.2 Statement of Research AimThe aim of this research is to establish whether an increased use of off-site manufacture will produce a more energy efficient housing stock, as the UK gets closer to its carbon reduction deadline. The objectives of this study areTo identify the key advantages and disadvantages of prefabrication as a construction method.To identify the current requirements for energy efficiency in new build houses.To identify the requirements of the Climate Change Act 2008 and how this will affect the construction industry.To establish the current use and opinion of prefabrication/off-site manufacture in the construction industry3.3 Rationale of the ResearchWith the UKs housing stock producing approximately 30% of the UKs total carbon emissions, it is a sector where huge environmental gains can be made (House of Commons 2005) . Off-site manufacture enables an better finished quality so that optimum thermal efficiencies and air permeabilitys can be achieved consistently. Other benefits are that less waste is produced during the manufacture stage compared to traditional methods of construction and there is an increased opportunity to re-use and recycle materials in factory conditions. With the UK legally bound to reduce its GHG emissions by 34% by 2022 and 80% by 2050, action is required to make housing more energy efficient.3.4 Secondary ResearchTo establish the advantages and disadvantages of prefabrication, the current Building Regulations for energy efficiency and the targets set by the Climate Change Act 2008, a literature review was undertaken. This was done to establish all the information that is already known on the topic and to highlight any areas of study that have already been conducted.3.5 Primary Research3.6 Research Sample3.7 Method of depth psychology3.8 Summary of Chapter

Audiovisual Translation Avt

Audiovisual adaptation AvtWhat is audiovisual aid variation. Audiovisual transformation is delimitate as the reading of save audiovisual material (Karamitroglou, 2000, p. 2). The concept of recordedness underlines the event that thither is a difference betwixt the comment of recorded subscribe to reapings and the simultaneous subtitling or revoicing which should be regarded as a type of translation (Karamitroglou, 2000). AVT is also cognize as screen translation or picture translation. Screen translation stresses on the location of the medium where the translation product appears (e.g., TV, cinema or video screen). On this basis, the translation of websites which place be viewed on computer monitors is considered as a type of screen translation. mental picture translation, on the many another(prenominal) hand, is a restricted term due to around researchers who limit the term ikon to full-length quality films get windly, movies and sometimes l hotshotsome(pren ominal) cinema movies. According to this view, the concept of film does non include series, sports programs and documentaries. In AVT, the audio and visual aspects of communication ar foc apply (Karamitroglou, 2000). Un ilk books, radio, rec all or sign nomenclature which only custom unrivaled semioticalal channel, audiovisual communication benefits simultaneously from two the acoustic channel finished air vibrations and the visual channel through light waves (Delabastita, 1989).1.2. commentary presuppose and AVTThe consideration of AVT as a subfield of translation Studies whitethorn organize to chevy a number of questions. Oshea (1996) distinguishes amidst AVT and (written) literary translation as the principal(prenominal) quarryive of general translation theory be effort of a set of limitations which bloodline in the audio-visual nature of the goat and generatoral products. These limitations do- nonhing be considered as a) temporal constraints in revoicing, b) spatiotemporal constraints in subtitling, c) the accomp eaching visual source-culture elements in both(prenominal) revoicing and subtitling, d) the accompanying aural source- obstetrical deli precise elements in subtitling, e) the lip-sync imperative in dubbing, f) the cross semiotic nature of subtitling, and g) the inability of backtracking (with the exception of video) in both subtitling and revoicing (p. 240).These parameters whitethorn result in the consideration of audiovisual translation as adaptation rather than translation (Delabastita, 1989). What confines translation vs. adaptation a elusive issue is not merely a property of audiovisual translation in fact, quite a few translated or adapted school texts pitch raised the same issue within the field of literary translation (Delabastita, 1989). What plays a pivotal quality in this case is the attitude we spot in defining the term translation. Considering Tourys definition of translation as any target- de belongry u tterance which is pull up stakesed or regarded as much(prenominal) within the target culture, on whatever grounds (1985, p. 20), we brook freely include AVT as a part of translation studies.Karamitroglou (2000) presents the ascertaining set of reasons to emphasize on the comprehension of AVT as a part of translation studiesa) Audiovisual translation has much in common with written translation than one might mainly assume (Whitman-Linsen, 1992103). Most audiovisual translations at the present time argon performed with a written form of the original source text in hand (cf. Remael, 1995128), sometimes even withtaboo any further access to the film product itself.b) Typological studies in audiovisual translation pull in previously managed to present the various audiovisual battle crying transfer methods within the general shed of translation studies and along with the other traditional lyric transfer methods, in a coherent and scientific way, on the basis of the multiplicit y of the semiotic channels involved and the relative time of presentation of the source and target products (Gottlieb, 1994b271 Gottlieb, 1998246 cf. Delabastita, 1989199). Other studies in audiovisual translation have fall ined connections amidst certain audiovisual language transfer methods and established concepts from general translation theory, as for example with subtitling and overt translation (Ascheid, 199735).c) Audiovisual translation was innate(p) out of the same drive that conducted literary translation the necessity to cross the communication barriers imposed by linguistic fragmentation (Luyken et al., 19913).d) Just as it is the discovery of the hierarchy of factors (constraints, parameters) which operate in translation processes, procedures and products which constitutes a major task for translation theory (Even-Zohar Toury, 1981ix), the discovery of a similar fibril of the factors that function within audiovisual translation is also the task of audiovisual tra nslation theory. (p. 11)1.3. Branches of AVTA quite number of various taxonomies have been do for AVT among which the one prep argond by Luyken et al. (1991) is known as the just about outstanding. His suggested subfields for AVT argon as keep an eye on a) lip-sync dubbing, b) voice-over/narration, and c) free- causerieary. (p. 40)Gambier (1994) also presents the pastime audiovisual language transfer methods a) subtitling, b) simultaneous subtitling, c) dubbing, d) interpreting (pre-recorded and consecutive), e) voice-over, f) narration, g) commentary, h) multilingual broadcast, i) surtitles and supratitles/supertitles, and j) simultaneous translation. (p. 277)1.4. SubtitlingSubtitling can be defined as the translation of the spoken (or written) source text of an audiovisual product into a written target text which is added onto the stunt mans of the original product, ordinarily at the bottom of the screen (Gottlieb, 1994a Gottlieb, 1998 Luyken et al., 1991 Delabastita, 1989 q td. by Karamitroglou, 2000, p. 5). It can be both intralingual (or vertical), when the target language and the source language be the same, and interlingual (or diagonal), when the target language and the source language argon diametrical (Gottlieb, 1994 Gottlieb, 1998 qtd. by Karamitroglo, 2000).Subtitles can be devote, when the target text constitutes a bodily part of the translated film and is genic in addition to the film sound and attribute, or closed, when the target text is stored in a digital/teletext format which is transmitted in as healthy as accessed via a separately coded channel at the fineness of the viewers (Luyken et al., 1991 Gottlieb, 1998 qtd. by Karamitroglou, 2000).Subtitles are dissimilar from displays which are fragments of text recorded by camera letters, newspapers, headlines, banners etc. (Gottlieb, 1994a qtd. by Karamitroglou, 2000) or captions (or toptitles) which are pieces of textual information usually inserted by the programme maker to id entify names, places or dates relevant to the story line (Luyken et al., 1991 cf. Gottlieb, 1994a qtd. by Karamitroglou, 2000, p. 5).In this thesis, subtitling come tos to interlingual open subtitling which does not include displays or captions.1.5. The concept of parableMetaphor is a trope based on which one amour is spoken of as if it is another(prenominal) thing. It is the permanent deliver of language. The ability to understand and produce parable is the acknowledgmentistic of mature linguistic competence so that parables are apply in intelligence test or to evaluate creativity. Metaphor is fundamen steepy used to state the experiences and concepts that literal language does not seem to be sufficient for their expression. therefore, it happens to cast up the range of articulation in language. Metaphor can refer to a novel and at the same time tremendous use in language (e.g., He slept off the fumes of vanity). I van also refer to the frequently-used footing in the for m of conventional illustrations (e.g., I see as I understand) or completely known dead fictions (e.g., to grasp a concept). Whether occupied with fictions novel or commonplace, theorists of language and of cognition have come to recognize that no sympathy of language and linguistic capacities is complete without an adequate account of parable (Asher, R. E., 1994, p. 2452).1.6. Purpose of allegoryThe most consequential rhetorical function of fiction is to stimulate imagination, to arose feelings and to fast proceeding (Elliot, 1984). Metaphors are applied to beautify the ordinary language and to increase the effect of language use. Moreover, they express our intended concept in a more subtle way. In this case, parables highlight a grouchy feature of a phenomenon while leaving out other aspects in a way that we come out at the phenomenon in hand form a certain angle. For example, in Life is a stage we merely look at life as a stage regard little of its other features lik e sorrow, pain and the like.Newmark (1981) believes that the main and one serious inclination of fiction is to describe an entity, event or quality more comprehensively and short and in a more complex way than is possible by using literal language. The process is initially emotive, since by referring to one physical disapprove in terms of another (a wooden face, starry-eyed), one appears to be sexual relation a lie original similes are often dramatic and take aback in effect, and , since they establish crowns of law of similarity between one object and another without explicitly stating what these resemblances are, they appear to be imprecise if not inaccurate, since they have undeterminable and undeterminable frontiers. (p. 84)Newmark (1981) states that I have never seen this purpose of metaphor say in any textbook, dictionary or encyclopedia. The issue is clouded by the idea of metaphor as an ornament, as a figure of speech, or trope, as the process of implying a resem blance between one object and another, as a poetic device. Further linguists assume that scientific or technological texts provide contain mainly literal language, illustrated by an episodic simile(a more cautious form of metaphor), whilst the purpose of metaphor is merely to live up other types of text, to make them more colourful, dramatic and witty, notoriously in journalism. All emotive expression depends on metaphor, being mainly rhetorical language tempered by psychological terms. If metaphor is used for the purpose of colouring language (rather than sharpening it in order to describe the life of the arena or the mind more accurately), it cannot be taken all that seriously. ( p. 84)1.7. interpretation of metaphorThe term metaphor commencements in the Greek word metaphora which includes two move meta center over and pherein meaning to carry. It refers to a particular set of linguistic processes whereby aspects of one object are carried over or transferred to another ob ject, so that the due south object is spoken of as if it were the low gear (Terence Hawkes, 1972, p. 1).The earliest definition of metaphor had been presented by Aristotles The Poetics- quoted by I. A. Richards (1965) as a shift carrying over a word from its normal use to a new one (p. 89). As it can be viewed, this definition is so broad that can contain other figures of speech such(prenominal) as allegory, synecdoche, metonymy and the like. Most dictionaries refer to metaphor as a way of expressing something through the establishment of a comparison between that thing and another thing and without using the words like or as. The Concise Oxford dictionary (COD) defines metaphor as the application of a name or a descriptive term or a set phrase to an object or action to which it is not literally applicable (e.g., a glaring error, and food for thought). The Longman Dictionary of Contemporary English defines the metaphor as a way of describing something by comparability it to som ething else that has similar qualities without using the words like or as (e.g., the sun take up of her smile).In brief, metaphor as a figure of speech belongs to rhetoric. It helps us to use a word, which denominates a certain meaning, figuratively to refer to another meaning. This is basically done through a likeness or analogy between two things.Other definitions of metaphor taken from the Purdue Universitys beak (1995) include The act of giving a thing a name that belongs to something else. The transferring of things and words from their proper significance to an improper similitude for the sake of peach necessity, polish, or emphasis. A device for seeing something in terms of something else. taste and experiencing one thing in terms of another. A simile contract to its smallest dimensions.1.8. Structure of metaphorsIn the view of I. A. Rechards (1936 qtd. in Wikipedia), metaphor has two parts the melody voice and vehicle. The tenor is the subject to which attri plainlyes are assigned. The vehicle is the subject from which the attributes are borrowed. Other writers use the general terms ground and figure to denote what Richards identified as the tenor and vehicle. In All the worlds a stage, and all the men and women merely players, the phrases the world and men and women are respectively tenor and vehicle.Larson (1998) believes that metaphor is a figure of speech which is based on a comparison. Accordingly, he states that metaphor is a grammatical form which presents two propositions in its semantic mental synthesis. Each proposition includes a re eddy and a comment close that study. In John is tall, John is topic and is tall is comment. Translating a metaphor is highly dependent on analyzing that metaphor and discovering the two propositions in its semantic structure. The relation between two propositions is comparison which can be detected in the comments of two propositions. Comments whitethorn be alike or identical. In John is a beam pole, t he two propositions in the semantic structure can be discussed as follow1. John is tall2. A beam pole is tall.Here, the topic of the first propositions compared with the topic of the second. Comments are identical. The topic in the second propositions often called image. The point of similarity exists in the comments. Therefore, metaphor has intravenous feeding parts (see Beekman and Callow 1974 for more discussion)Topic the topic of the first proposition (nonfigurative), i.e., the thing really being talked about.Image the topic of the second proposition (figurative), i.e., what it is being compared with. lead of similarity found in the comments of the both of the propositions involved or the comment of the EVENT proposition which has the image as the topic.Nonfigurative equivalent when the proposition containing the topic is an EVENT proposition, the explanation is the nonfigurative equivalent.According to the above-mentioned points, the propositions in The moon is blood are as f ollows1. The moon is red.2. The blood is red.An analysis on these propositions can lead us to the following resultsTopic moonImage bloodPoint of similarity redIn The righteous judge impart give you the crown of life, the metaphor includes a censure which is encoding an event proposition. Hence, four parts should be discovered here1. (The officials) give (the victorious athlete) a crown.2. (God), who judges righteously, will give you (eternal life).Topic God who judges righteouslyImage officialsPoint of similarity receive a reward for doing wellNonfigurative meaning will give you eternal lifeWhat looks assistive in analyzing metaphors is to write down the propositions which make a vital role in the comparison. It includes topic, image, point of similarity and nonfigurative meaning (in case of instance Propositions). In fact, an adequate translation is only possible when the above points have been clearly discovered.Besides the up-coming view, Newmark (1981) has also considered th e following parts in the structure of a metaphora) Object that is, the item which is explained by the metaphor (Refered to by Beekman and Callow (1974) as topic).b) Image that is, the item in terms of which the object is explained (Richards vehicle).c) Sense that is, Richards tenor, Beekman and Callows point of similarity, which illustrates in what particular aspects the object and the image are similar.d) Metaphor the word(s) taken from the image.e) Metonym a one-word image which places the object, which may later turn into a dead metaphor, e.g. the fin of a motor cycle. In some cases, a metonym is figurative but not metaphorical, since the image distinguishes an outstanding feature of the object. It may also be a synecdoche (the seven seas is the whole world) which the voice may have to clarify within the text, and would normalize. (p. 85)1.9. Types of metaphorMetaphors have been taxonomized in distinct ways. A more commonly identified taxonomy of metaphors is as follow (W ikipedia)a) A dead metaphor is one in which the sense of a transferred image is not present. fashion models to grasp a concept or to poised what youve mum Both of these phrases use a physical action as a metaphor for collar (itself a metaphor0, but in no(prenominal) of these cases do most hoi polloi of English actually visualize the physical action. Dead metaphors, by definition, normally go unnoticed. Some people make a distinction between a dead metaphor whose origin most utterers are in all unaware of (such as to understand meaning to get underneath a concept), and a dormant metaphor, whose metaphorical character people are aware of but rarely think about (such as to break the ice). Others, however, use dead metaphor for both of these concepts, and use it more generally as a way of describing metaphorical cliche.b) An leng whereforeed metaphor, or conceit, sets up a principal subject with several infantryman subjects or comparisons. The above quote from As You Like It is a very good example. The world is described as a stage and then men and women are subsidiary subjects that are further described in the same context.c) A mixed metaphor is one that leaps from one appellative to a second identification that is inconsistent with the first one. Example He stepped up to the plate and grabbed the ball by the horns, where two commonly used metaphoric grounds for highlighting the concept of taking action are confused to create a nonsensical image.The following is another less common classification of metaphors which is not universally accepted (Wikipedia)a) An absolute or paralogical metaphor (sometimes called an anti-metaphor) is one in which on that point is no discernible point of resemblance between the idea and the image. Example The couch is the autobahn of the living room.b) An combat-ready metaphor is one which by contrast to a dead metaphor, is not part of daily language and is noticeable as a metaphor.c) A complex metaphor is one which mounts one identification on another. Example That throws some light on the question. Throwing light is a metaphor and there is no actual light.d) A compound or loose metaphor is one that catches the mind with several points of similarity. Examples He has the wild stags foot. This phrase suggests aggrandize and speed as well as daring.e) A dying metaphor is a derogatory term coined by George Orwell in his essay government activity and the English Language. Orwell defines a dying metaphor as a metaphor that is not dead (dead metaphors are different, as they are treated like ordinary words), but has been worn out and is used because it saves people the apprehension of inventing an original phrase for themselves. In short, a clich. Example Achilles heel. Orwell suggests that writers scan their survey for such dying forms that they have seen regularly before in print and replace them with alternative language patterns.f) An epic metaphor or Homeric simile is an extended metaphor containi ng details about the vehicle that are not, in fact, necessary for the metaphoric purpose. This can be extended to sidesplitting lengths, for instance This is a crisis. A large crisis. In fact, if youve got a moment, its a twelve-story crisis with a magnificent entrance hall, carpeting throughout, 24-hour porterage and an enormous sign on the roof saying This Is a Large Crisis.( obtuseadder)g) An covert metaphor is one in which the tenor is not specified but implied. Example closed in(p) your trap Here, the mouth of the listener is the unspecified tenor.h) An implied or unstated metaphor is a metaphor not explicitly stated or frank that compares two things by using adjectives that commonly describe one thing, but are used to describe another comparing the two. An example rosy baked skin, comparing bakery goods to skin or green blades of nausea, comparing green grass to the pallor of a nausea-stic person or pinnate-leafed golden sunset comparing the sunset to a tree in the fall. i) A simple or tight metaphor is one in which there is but one point of resemblance between the tenor and vehicle. Example Cool it. In this example, the vehicle, Cool, is a temperature and nothing else, so the tenor, it, can only be grounded to the vehicle by one attribute.j) A underwater metaphor is one in which the vehicle is implied, or indicated by one aspect. Example my winged thought. Here, the audience must supply the image of the bird.k) A synecdochic metaphor is a trope that is both a metaphor and a synecdoche in which a small part of something is chosen to invent the whole so as to highlight certain elements of the whole. For example a pair of ragged claws represents a crab in T.S. Eliots The Love mental strain of J. Alfred Prufrock. Describing the crab in this way gives it the attributes of sharpness and savagery normally associated with claws.Black (1962a) believes that the only entrenched classification is grounded in the trite opposition between dead and live metaph ors. On this basis, he asserts that this is no more facilitative than, say, treating a corpse as a special case of a person A so- called dead metaphor is not a metaphor at all, but merely an expression that no longer has a pregnant metaphorical use. His classification of metaphors is as follow1. Extinct metaphors whose etymologies, material or fanciedpropose a metaphor beyond resuscitation (a muscular tissue as a little mouse, musculus)2. Dormant metaphors where the original, now usually unnoticed, metaphor can be usefully restored (obligation as involving some kind of bondage)3. participating metaphors that are, and are perceived to be, actively metaphoric (p. 25)Black (1962a) also distinguishes between two types of active metaphor an emphatic metaphor whose producer will allow no variation upon or supplant for the words used, and a resonant metaphor which supports a high degree of implicative elaboration. (p. 26)Newmark (1988) considers the following six types of metaphors in his suggested taxonomya) Dead metaphor which frequently relates to universal terms of space and time, the main part of the body, general ecological features and the main homophile activities. Dead metaphors have lost their figurative value through overexploitation and their images are hardly evident (e.g., reflect as think and shine as excel).b) Clich metaphor is usually known to be a dismal area between dead and investment firm metaphor which consists of two types of sort collocations figurative adjective plus literal noun (simplex metaphor), as in lousy lucre or figurative verb plus figurative noun (complex metaphor), as in explore all avenues, leave no stone unturned, and stick out a mile. This type of metaphor has outlived its usefulness, and is used as a substitute for clear thought, often emotively, but without corresponding to the facts of the matter.c) Stock or banal metaphor is an established metaphor, which in an informal context is an efficient and neat method of covering a physical and/or mental pip both referentially and pragmatically. Unlike dead metaphors, a stock metaphor is not deadened by overuse. Examples of this kind of metaphor include she wears the trousers and he plays second fiddle.d) Adapted metaphor usually includes proverbs or is actually a stock metaphor that has been adapted into a new context by its speaker or writer (e.g., almost carrying coals to Newcastle).e) Recent metaphor is produced through coining and spreads promptly in the source language (e.g., pissed as drunk, fuzz as police, spastic as stupid, skin as bankrupt, and greenback as note).f) maestro metaphor is created or quoted by the SL writer, and in the broad sense, contains the core of an authoritative writers message, his personality, his comment on life. Examples are lets weight the night of a village, the log Zs of a gazelle, and I can hear the clear sound of solitude, hypothesis and closing its window, and where the Norweyen banners flout the sky, an d fan our people cold. (p. 106-112)1.10. How to interpret metaphorsLarson (1998) believes that understanding metaphors is not forever an easy task. A literal or word-for-word translation of metaphors in target language may lead to a partial tone or complete misunderstanding on the part of readers. On this ground, he presents a number of reasons to emphasize on the fact that the translation of metaphors is not continuously an easy task and literal translation of metaphors, in some cases, might not be the adequate one. These reasons are as followsFirst, there is a possibility that the image of metaphor is unknown in the sensory sensory receptor language. For example, I washed my clothes snow white might be meaningless in some parts of the South Pacific because people in these religions have no idea about snow instead, the images in seashell white or bone white are quite comprehensible for these people.Lack of clearance over the topic of a metaphor may result in some problems for readers. In The tide turned against the government, the phrase public opinion has been left implicit and hence is kind of unnoticeable for readers.The hardness in understanding metaphors may be due to the implicit concept of the point of similarity. For example, the point of similarity is uncertain in a sentence like He is a pig.A reference to pig may connotes different concepts such as dirty, gluttony, stubborn and the like in different cultures.An even more serious problem is that the point of similarity may be understood in two cultures in two entirely different ways so that one certain image may be used with different meanings. In different cultures, a sentence like John is a rock may convey different meanings such as He is still, He cant talk, He is always there or He is very strong. Linking a person to displace may raise a wide variety of images in different cultures (e.g., long-haired man, a drunkard, a person who doesnt answer back, one who moreover follow without thinking and a young fellow waiting for girls to follow him). Therefore, it can be concluded that a literal translation for He is a ship without determining the point of similarity will be misleading in the second language.On the other hand, the comparison in Target Language (TL) may be done in a different way compared to that of Source Language (SL). For example, despite of the SL metaphor in There was a thrust in the national parliament yesterday, storm may have never been used in the receptor language to speak of a heated debate. Keeping this metaphor in the translation, we will have no choice but to replace the image of the SL metaphor (a storm at sea) with a familiar equivalent image for TL readers (e.g., fire to refer to heated debate).Languages differ in how they produce metaphors and how often they use them. If the production of new metaphors is a common issue in a language, it is possible to create new metaphors when translating to that language. However, one should be aware that the newly-made metaphor will be working in the receptor language. There are other languages, as well, with a very low frequencyin producing metaphors. For such languages, direct translation of SL metaphors may result in the hardness of understanding on the part of SL readers.In languages with high frequency of metaphor usage, most images have already had metaphorical meanings. Therefore, using an image in a different way in the Source Text may cause misunderstanding due to its difference with the accepted common image in the receptor language. For Example, the literal translation of John is a rock when it content He is severe in the SL and he has hard muscles in the TL will only make wrong meaning.1.11. How to translate metaphorsThe translation of metaphors has always been focused by translation experts and linguists due to The problems in the way of understanding and interpreting metaphors and their direct influence on translating this figure of speech. Accordingly, Larson (1998 ) suggests the following strategies for translating metaphors1. The metaphor may be kept if the receptor language permits (that is, if it sounds natural and is understood correctly by the readers)2. A metaphor may be translated as a simile (adding like or as)3. A metaphor of the receptor language which has the same meaning may be substituted4. The metaphor may be kept and the meaning explained (that is, the topic and/or point of similarity may be added)5. The meaning of the metaphor may be translated without keeping the metaphorical imagery (p. 277-279)Newmark (1988b) has also presented seven strategies to translate metaphors. These strategies which could won the financial aid of language and translation experts and later will be focused in this thesis to process its data are as follows1. Reproducing the same image in the TL2. Replacing the image in the SL with a standard TL image which does not clash with the TL culture3. Translation of metaphor by simile, retaining the image4. T ranslation of metaphor (or simile) by simile plus sense, or occasionally metaphor plus sense5. vicissitude of metaphor to sense6. Deletion. If the metaphor is redundant or serves no practical purpose, there is a case for its deletion, together with its sense component7. Translation of metaphor by the same metaphor combined with sense. The addition of a gloss or an explanation by the translator is to ensure that the metaphor will be understood (p. 107)1.12. Rationale of this studyCinema is considered as one of the most influential media in the field of culture. What gives cinema such a high status is not merely due to its salient potential in entertaining its audience. It is a medium which sends rather important messages to the people of a community or peoples in different communities. These messages can cover a wide range of issues including science, imagination, religion, morality, culture and the like.On the other hand, language is known to be among the most outstanding ways of transferring such messages particularly in the field of culture. Thus, the study of subtitling metaphors in cinema movies could be significant in different ways. Metaphors have been long regarded as cases of untranslatability. This is generally due to their unique structure based on which one cannot guess the meaning of a metaphor from its constituent parts. So the matter of subtitling metaphors turns to reveal unique features and constraints. Another outstanding point about the translation of metaphors is in regard with their role as the key cultural components in language. Metaphors root in the culture of a nation so th

Shangri La Hotels Business Analysis

Shangri La Hotels Business AnalysisIntroduction promised land Hotels (M) Berhad is an investiture holding lodge and in like manner a public limited confederacy. This fellowship was incorporated on June 29, 1971 and currently having a total of 2364 employees. Its headquarters is fixed at the Batu Ferringhi Beach, Penang. This company is engaged with the operations of go such(prenominal) as hotels and bank reanimates, golf level and clubho hire, property management and investment and commercialised laundry. The Companys segments has two segments, which include hotels, asylums and golf course, which is engaged in hotel, beach resort and gulf course line of merchandise investment properties, which includes renting from offices, shoplots and apartment and rental of car parks, and others, which include commercial laundry serve ups and investment holding. promised land Hotels (M) Berhad has many hotel branches dictated at many different states and locations in Malaysia. Als o, nodes whitethorn encounter an infinite choice of luxury possibilities with nirvana Hotels as in that respect ar over 66 hotels located across the globe. Most of the essence(p)ly, nodes whitethorn find themselves living in a hidden paradise once they chose to cleave in heaven Hotel. They outhouse feel relaxed in the juicy guest retinue, pampering themselves in a 5 cardinal rated hotels with all the compulsory swear outs and facilities.As of December 31, 2010, nirvana Hotel (M) Berhad hotel had its properties included Rasa Sayang Resort Spa, paradise Hotel Kuala Lumpur, Traders Hotel Penang, gilded Sands Resort, Palm Beach Resort and Rasa Ria Resort. However, its subsidiaries include nirvana Hotel (KL) Sdn Bhd, Komtar Hotel Sdn Bhd, Golden Sands Beach Resort Sdn Bhd, UBN Holdings Sdn Bhd, UBN Tower Sdn Bhd, Pantai Emas Sdn Bhd, Madarac Corporation and Wisegain Sdn Bhd. The straits activities of the Company atomic number 18 investment holding and the operat ion of a beach resort, signalizely Rasa Sayang Resort. In Malaysia, nirvana Hotels (M) Berhad owns the 29-storey, 720 board nirvana Hotel Kuala Lumpur. On the other hand, it in any case owns the Golden Sands Hotel, Komtar Hotel and Palm Beach Hotel in the island state of Penang. paradise hotels ceaselessly differentiate their dish up to match with customers taste and implore.Company moxiedropThe company was incorporated in Malaysia on 29 June 1971 chthonian the Companies Act, 1965. The company was limited by piece of grounds with the registered name Taman Developments Sdn Bhd. On 7 kinfolk 1974, the name was then changed to Rasa Sayang Beach Hotels (Penang) Sdn Bhd. The company was converted to public company on 23 February 1977 under the name of Rasa Sayang Beach Hotels (Pg) Berhad. On 1 September 1982, the company was listed on the Kuala Lumpur Stock Exchange (KLSE).Yet, the company was delisted from KLSE on 21 December 1987 due to a general offer do by Perlis for th e entire issued handle capital of the Company and acquired to a greater extent than 90% of the issued sh atomic number 18 capital of the company. On 2 January 1992, the company assumed its present name. The company had successfully merged with UBN Holdings Sdn Bhd which comprised the acquisition by the company from Kuok Brothers Sdn Bhd and Landmarks Berhad, the entire issued sh ar capital of UBN Holdings Sdn Bhd on 21 September 1992. However, the company was re-listed on the KLSE on 1 December 1992 with the company undertook a bonus issue and afterward a public issue.enlightenment Hotels (M) Berhad has its own vision for achieving the goals to be the dress hat hotel. Its vision is to be the first choice for our guest, colleagues, sh arholders and barter partners. Whereas heaven hotels to a fault has its foreign mission at all the clip which is to delight our guests e rattling time by creating engaging experiences straight from our hearts. The company is in operation(p) bas ed on the following principlesEnsuring leadership drives for results.Making guest hardcorety a discover driver of the business.Enabling decision-making at the guest contact point.Creating an surroundings where colleagues may execute their personal c beer goals.Demonstrating honesty, care and integrity in all relationships.Ensuring policies and processes are guest and colleague friendly.On top of that, paradise hotels (M) Berhad is operating under all professional persons in entrap to educate heaven hotels to be the top hotel in the world. Board of directors include erythema solare sri A. Razak store Ramli (Chairman)Kuok Oon Kwong (Managing Director)Datin Rozina Mohd Amin ( administrator Director)Dato Haris Onn bin Hussein (Independent Non-Executive Director)Dato Seri Ismail Farouk Abdullah (Independent Non-Executive Director)Datuk Supperamaniam a/l Manickam (Independent Non-Executive Director)Dato Dr Tan Tat Wai (Independent Non-Executive Director)Tan Yew JinDato Khoo Eng MinRavinder Singh Grewal Sarbjit SJoseph Patrick Stevens (Alternate Director to Ravinder Singh Grewal Sarbjit S)BusinessWhat is the basic requirement of a hotel in pitch to get together customers? Hotel is basically be considerables to returns industry which generally provide accommodation wait ons to mint for a comfortable stay. improvement is rattling authorized to a hotel as it pull up s teachs bring to customer satisfaction and customer loyalty. Shangri-la Hotels (M) Berhad are definitely the best hotel which provides high up standards of gains to customers as it had awarded topper Business Hotel Brand in Asia peaceful by the Business Traveller 2012.Under Shangri-La Hotels (M) Berhad, it has currently 9 brands of hotels in the helper industry. It includes, Shangri-La Hotel Kuala Lumpur, Traders Hotel Kuala Lumpur, Shangri-Las Rasa Ria Resort Kota Kinabalu, Shangri-Las Tanjung Aru Resort and Spa Kota Kinabalu, Putrajaya Shangri-La, Traders Hotel Puteri reserve Joho r, Golden Sands Resort Penang, Shangri-Las Rasa Sayang Resort and Spa Penang and Traders Hotel Penang. Every hotel under Shangri-La Hotels (M) Berhad are doing very puff up as for the most part hotels are ranked louver stars hotel and have a very salutary genius among customers. Every hotel has its own limited attractions such as Traders Hotel endlessly located in the city which easier attach to the get totainment. Whereas Shangri-La hotel offers stylish and tooth virtually environment for customers.In cabaret for a hotel to fight down and improve its business, Shangri-la hotels constantly push their helpings to a higher level as runs are the main nominate to bring in more businesses. Its five-star written report always maintaining a world-class redevelopment at all the time. stylishly decorated, the lofty guest direction at Shangri-La hotel present large clear windows with exquisite city views. Memorable and satisfaction of both customer became the crucial mi ssion of Shangri-La hotel. Shangri-La hotel differentiate its rooms according to customers preference. Rooms house be chosen in Deluxe room, Executive room, Horizon Executive room, Premier room and Executive Suite. Customers are able to choose their rooms to prefer a better environment and comfortable stay in the hotel.There are varieties of serves provided by Shangri-la Hotel in order to requite customers and bring customers loyalty to the business. Facilities provided by Shangri-la Hotel are partly free of charge for customers to fully utilize such as the facilities of physical fitness center, outdoor swimming pool, tennis courts, steam room, sauna, massage, aerobics or jump studios and many more. The easy-favouredly landscaped outdoor swimming pool is the adroitness always satisfied the customers as they are able to relax and enthrall the fascinating environment. The fitness centre is alike an pregnant facility for hotel as many people nowadays are going to fitness centre every week. This had decease a habit to them and the fitness centre is an primary(prenominal) place for them to workout.In Shangri-La hotel, there have the facilities of clinic to provide checkup service for customers who in ill. This leave alone make customers accessible as they do not exigency to go clinic outside and able to rest in the hotel after getting medical treatment. Shangri-La hotel withal provide alter facilities for handicapped such as handicapped toilet as to satisfy them although they are people with disabilities. Customers are able to choose non-smoking rooms or smoking rooms according to their preference. Safe deposit box in addition provided to let customers safe keeping their grand documents or expensive goods. set facilities and valet service are provided for customers who looking for a stay in the hotel.Services such as the complimentary shoeshine service is provided for customers who staying in the hotel for a period of time and looking for shoeshine service. Postal and courier service also provided in order for customers to deliver documents or packages. Laundry service provided for customers who indirect request to wash their clothes. Those services are provided to easier customers as they are not requirement to looking those service outside. Child care or babysitting service also provided in the hotel as some parents have some imperative things to do, they potbelly looking for babysitting of their babies.A hotel elicit be in use(p) without few facilities, hardly undersidenot be occupied without restaurants and bars. Shangri-La hotel features the impressive option of international, award winning restaurants, including the award-winning Restaurant Lafite, which serves the finest western cuisine. There are five awesome restaurants and two bars located inside the hotel. The immense selection of dining options makes Shangri-La hotel a best location for travellers who jollify fine cuisine, and also makes the ho tel an excellent location for businessman to convene meetings and conferences. non only that, Shangri-La hotel provides free breakfast or drinks for customers at the caf fleck they preparing rooms for customers. This implication done by Shangri-La hotel is to concern the sought after expectation of customers and try to satisfy customers by exceeding customers perceived expectation.Shangri-La hotel also provides 24-hour room service which customers are able to request dishes or drinks with a simply phone call. 24-hour room service is best ask by businessman who went out for business meeting and came back belated night. It allow for satisfy them with a delicious meal and the fast delivery. a few(prenominal) shops are located inside the hotels such as the foreign bind-and-take counter and gift shop. Foreigners are able to exchange their currency in the hotel and tourists freighter purchase gifts in the shop. As now technology became more important, Wi-Fi is the best tool for tourists and businessman. Free Wi-Fi access is provided for every room guests in order for them to access to the internet.Shangri-La also provides travel and transportation service for customers. Airport connection is one of the service included, guests notify choose to earn hotel by hotel limousine pick-up, express train or taxi. This usually is make for foreigners and tourists. Hotel limousine pick-up can be chosen with different types of cars. Car rental service and travel agency also provide for customers in order for them to visit any places nearby the hotel. This services provided for customers so they do not need to look at outside of the hotel and can be forefend scamming. Many business amenities are offered to businessman such as the meeting rooms, binding service, laser printing, scanning and photocopying services in order for them to prepare important documents in their trip.Prompt and fast check-in and check-out service also attract customers as they dont have to wai t for so languish with the service process. Helpful and well-off receptionists are also type of service that the hotel provided for customers. Receptionists and customer service can help the customers to thrash problems such as the changes of rooms or handle ailment. Outstanding lag will satisfy customers as they provide great and wonderful service for them. Hotel employees with smile and cheerful look will make the customers feel happy and satisfied in terms of hospitality service.By according to the feedback standard online, Shangri-La hotel can said to be the highest positive feedback received by the customers. Most customers are satisfied and happy with the services provided by the hotel. Satisfied customers will promote and recommend to others with the great services they received at the hotel. coercive war cry of mouth can improve the reputation of the hotel and this enable the hotel to attract more customers. Customers satisfactions always brings Shangri-La hotel the effort to do better and it leads to customers loyalty where customers will fuck back to visit the hotel next time. Shangri-La hotel always maintain a high standard of services as they believe service is the crucial rules of a successful hotel. This is how Shangri-La Hotels (M) Berhad do business in a fully competitive environment and yet did so well in the service industry.SWOT AnalysisA companys successfulness always depends on the strategy that the company used to improve its business. SWOT analysis is one of tools that most companies like to use to determine the companys strengths, weaknesses, opportunities and threat. Hotel industry such as Shangri-La hotels (M) Berhad also need SWOT analysis to use as a guide for the business and distinguish surrounded by straight off situation and future situation. SWOT analysis will be very effective and useful for Shangri-La hotels (M) Berhad to improve its strengths and opportunities and yet minimize the weaknesses and threats.Strengt hs, which are the beneficial aspects of the organization or the capabilities of an organization, which includes human competencies, process capabilities, financial resources, products and services, customer goodwill and brand loyalty. unrivalled of the strengths of Shangri-La hotels (M) Berhad is the brand name. Brand is very important for every business as it helps to internationally recognized for its luxurious hotels and resorts. Shangri-La hotels (M) Berhad is said to be an aspirational brand to the public. Besides, the leadership and management skills of Shangri-La hotels (M) Berhad is well known for its fine and tuned management that is capable enough to pack the whole corporation. It helps Shangri-La hotels provide great and excellent service for every customer. Next, the high quality service of Shangri-La hotels (M) Berhad also attract a large number of repeat customers which form a loyalty between them.In addition, another strength of Shangri-La hotels is its five-star f ortuity that won legion(predicate) awards including the leading spot as the Top Asia Hotel in Malaysia, Best luxury Hotel in Malaysia by the 2012 Trip Advisor Travellers Choice Awards and World luxuriousness Hotel Awards Global Winner in the Best Luxury Business Hotel and Best City Hotel category 2011. These awards intentt up a branded two-bagger for Shangri-La hotels and reputation in the hotel field. Not only that, Shangri-La hotels (M) Berhad also is the leading corporation on its line of food expertise in various cuisine from eastern to western. Many customers visit Shangri-La hotels are mostly due to the delicious and relaxing restaurants. Clean and tidy of the hotel rooms are the main reason of customers likes to visit Shangri-La hotels as they always satisfied with the environment.Weaknesses, which deteriorate influences on the organizational success and growth. There are little of weaknesses of Shangri-La hotels (M) Berhad as they always minimize their weaknesses and transform to their strengths. unity of the weaknesses is the inadequate of staff with qualifications as Shangri-La only hires personnel with virtuoso(prenominal) expertise and the draught for custody. This may affect the shortage of workers and influence the carrying out of the hotel.Furthermore, the concept of Shangri-La is outdated and does not appeal to younger generation. They quite a go for hotels such as Hard Rock Hotel or G Hotel. Next, the fear cost is too high to handle as Shangri-Las hotel and resort must be excellent to its quality for accommodation. This will increase the expenditures of Shangri-La hotels and thence the expense of the hotel room will also increase.Opportunities, that are presented by the environment within which our organization operates. These arise when an organization can take benefit of conditions in its environment to plan and execute strategies that enable it to become more profitable. As economy of Malaysia had improve steadily nowadays a nd touristry sector is growing and booing in the recent years making the petition for hotels to increase significantly. Economy of the country will directly enhance the tourism sectors, thus service industry such as hotel will be attractive. Besides, online market is one of the opportunities that helps the growth of Shangri-La hotels as it ranks No.1 in the Tripadvidor website. engineering helps Shangri-La hotels to attract customers as it is kind of trade and publicity strategy.On the other hand, partnership with international airways, KLIA, is one of the opportunities that more foreigners will be able to visit Asia. This in return increases the occupancy in hotels. Besides, as the steadily growth of economy had increase the job opportunities in Malaysia and this will occurs the lack of human resource. Thus, the lack of human resource will supercharge expatriates to come and work in Malaysia. These are the upper class people and usually require hotels for their choice of stay. Threats, one of the threats facing by Shangri-La hotels (M) Berhad is the competition of the business. Rival hotels are setting up their base in Asia and degrade their prices making it more competitive. Those competitors will influence the sales of Shangri-La hotels. Guesthouses will also compete as they provide much lower rate and affordable to all people. Low budget hotels are the competitors which offering lower costs of accommodation for customers to compete with Shangri-La hotels. In addition, facing pages virus such as SARS and H1N1 and robbery cases will monish people not travel overseas and thus affected the business of Shangri-La hotels.SWOT analysis is one of the tools that are very important and effective for every business to determine the situation of the business and thus making improvement for it. Shangri-La hotels (M) Berhad will keep providing great service for customers after doing SWOT analysis as understand the internal and outside determinants of the busines s.Marketing Strategies (7 Ps)A companys success is not only depends on the potentiality and efficiency of the companys management. It also need to focus in market which is the important process of communicating the product or service with customers. Customers are important as without customers, a company will not grow and success. In order to grow a company, customers satisfaction need to get into details. Shangri-La hotel is a company which marketing its services to the customers. Therefore, Shangri-La hotel must has its marketing strategies to achieve the companys goals.Marketing strategies defined as the marketing logic by which the business unit hopes to achieve its marketing objectives. Marketing strategy consists of unique(predicate) strategies for target markets, marketing mix and marketing expenditure level. Marketing mix is the most common strategy used by many company. Shangri-La hotel is one of the companies which implement marketing mix strategy. Marketing mix consis ts of 7Ps for growth an effective marketing strategy. It consists of product, price, people, process, promotion, place and physical march.The first P Product, usually defined in the capacity of goods or services. Product can be differentiated with quality, design, variety and features. The product of Shangri-La hotel is providing services to customers instead of goods. Shangri-La hotel provides online customer service for customers and customers can get to know the hotel with their website provided. Accommodation service is the main service a hotel provides for customer. So, in order to satisfy customer, types of rooms are playing an important role. There are five types of rooms provided for customers according to their preferences.A hotel must always satisfy customer and build a good relationship with customer with service provided in order to get loyal customer for the hotel and yet maintaining a retentive term business. Shangri-La hotel provides variety of facilities for con venience their customer to enrapture the stay from the time check-in until check-out. Facilities can be included exclusive room facilities, hotel facilities, dining and entertainment, sport and leisure for customers. Services with intangible are the laborsaving services provided by receptionists and the smiling face welcoming customers by the staff.The back up P Price, is the measurement of money for customers to even off for accommodation service in the hotel. Shangri-La hotel always fixed the price according to the types of rooms chosen by customer. Customers are able to make booking online as to favorable them for make comparison and know the price. Online booking usually will request customers to choose few options according to their choices and they can pay the total amount of the room by using credit card. Besides, online booking will well-to-do foreigners as it provide currency converter for them to convert into their currency.Pricing strategy using by Shangri-La hote l is based on the service ordered by customers, so customers will be more satisfy with the service because the hotel provide service according to customers order. Discounts and allowances will be given by Shangri-La hotel in the off-peak seasons as to attract more customers to increase sales. By giving discounts in a special room rate, customers can have the chance to stay in the hotel with a relatively lower price and the hotel can build the customer loyalty at the moment. Customers also can made their payment with cash or card as to convenient customers and prevent hassle of customers.The trine P People, relate to persons who have in the process of interaction. People can be classified into target customers and service personnel by Shangri-La hotel. Target customers of Shangri-La hotel are mostly from upper-class or those who posses higher financial aptitude. Shangri-La hotel is mostly targeted customers of tourists and businessman. Tourists who come from overseas are willing to stay in a luxurious and expensive hotel as they are of higher financial group and likes with relaxing lifestyle. Besides tourists, businessman is another target customer who mostly demand to stay in a five star hotel as their expense will be paid by company. By choosing a five star hotel by business travelers, it will create a good image of the company he/she represented.Whereas the people of service personnel involve in the interaction, Shangri-La hotel must recruits and hires employees with skills and attitudes. Skills can be relate to the qualification, ability and competency. Attitudes are those behavior that every staff in the hotel must be acquired such as helpful, responsive and smiling. Shangri-La hotel has provided training programmes for all the hotel employees to make improvement. With skills and attitudes, employees are able to satisfy customers in any issues and lead them back to loyalty.The fourth P Process, refers to the systems used to assist the organization i n delivering the service. For example, when enter a hotel, you welcomed by staff with smiles, check-in service is fast, baggage is taken to room, have a great service from the restaurant and facilities, and finally stop trip and baggage delivered to you. This is the process in Shangri-La hotel. Shangri-La hotel present process involve in delivering services.Fast check-in process is the key of first impression of customer as reservation will be served directly by the receptionist. Besides, when customers are in hunger and order dishes through room service, a fast delivering process is enough to satisfy customers. If customers essential to make a complaint regarding the non-working of air-conditional, the fast process of making complaint and solve the problem is very important. Shangri-La hotel always help customers to solve problem as they care of customers.The fifth P Promotion, usually made to attract more customers to increase sales. Shangri-La hotel usually have promotion an d special offer to build long term relationship with loyal customer. Shangri-La hotel is using advertising and online marketing to make promotion. Advertising can be regarded as the banner and brochures of the hotel. Technology had become very important nowadays as most people know how to surf internet.Online marketing is the trend to promote Shangri-La hotel. Customers can book hotel rooms at other website such as booking.com and agoda.com. Those websites are able for customers to leave feedback regarding their stays. Positive feedback will successfully attracted more customers to visit the hotel. Furthermore, customers are able to pay less for more with special offer and promotion made by Shangri-La hotel. Customers can enjoy delicious meals at the restaurant with the special offer made in particular day such as Valentines day. Positive word of mouth is one of the ways for promotion as satisfied customers will recommend other customers to visit the hotel.The sixth P Place, where customer can receive the service. Shangri-La hotel is a world-class hotel as hotels are distributed all over the world such as Malaysia, Hong Kong, Taiwan, China, Australia and etc. New hotels are built by according to the demand drawing string management as the company knows what places are demanded by people for a hotel. There are three Shangri-La hotels in Penang, two at Batu Feringgi and one located in Georgetown. Batu Feringgi Beach is one of the tourist attractions in Penang. Foreign travelers love to visit the beach and this had made the popularity of Rasa Sayang Resort and Golden Sands Resort. Traders hotel is located in Georgetown where most of the businessman likes to visit. Hotels located in the city will be more preferable by travelers as they can go visit any place nearby. Places of the locations of Shangri-La hotel are wonderful and it has its own particularized environment.The seventh P Physical evidence refers to services in tangible. The most common physical ev idence of Shangri-La hotel is the brochures which mostly customers can requested at the counter. Business cards of receptionists or managers can be regarded as physical evidence as it can be used for next visits or recommendations. Customers can enjoy the beautiful and extraordinary designs of the outdoor swimming pool as it is regarded as the physical evidence. When customers made payment of the hotel room, an invoice of payment will be received by customer. It belongs to physical evidence as shows that customers are able to enjoy the optimum level of satisfaction of services.Service IssueShangri La Hotel Berhad is a limited company that operates throughout Malaysia. Although Shangri-La Hotels (M) Berhad is doing good in the service industry, there have some issues that need to be improved and overcome. One of the issue faced by Shangri La Hotel Berhad is the insufficient manpower to brook the daily operations. This is because Malaysia is facing lack of workers and is importing wo rkers from other foreign countries. The plug in between manpower and Shangri La Hotel Berhad is fairly simple as manpower is proportional to productivity.The more people are available to work, the faster projects can be completed or the more projects a company can take on. Conversely, a lack of adequate manpower prevents businesses from completing tasks. The lack of productivity translates into a reduction in revenue and profit, which in some cases means the business cant stay operational. Hence if Shangri La do not handle this issue adequately, the efficient and effectiveness of the company will be affected.The second issue faced by Shangri La is the standards of the hotel staff not on par. With the increasing challenges the hotel sector is facing globally and the escalating demand for tourism products and services, especially in the emerging markets, there is urgent need for players in the region to offer high quality performance standards to survive.As verbalise, because of ins ufficient workers, Shangri La has to hire foreign workers in order to symmetry up the workforce. Foreigners on the other hand are usually employ from third world countries because of their low cost. This in return has taken bell shape on the overall performance of the company. Therefore, Shangri La should also look into this matter.The third issue is about the maintenance handled by Shangri La. As noted Shangri La Hotel Berhad is engaged in the operation of hotels and beach resorts, a golf course and clubhouse, property management and investment and commercial laundry. In the field of golf courses and clubhouse, maintenance is the upmost important.Shangri La on the other hand is doing just average based on the reviews. Because Shangri La Hotel Berhad is a five star company, they should be able to improve their maintenance and achieve excellence. As stated, maintenance is important in the hospitality trade as it reflects the service provided by Shangri La to their customers.Beside s that, Shangri La also engages in beach resorts, having one in Batu Ferringhi and one at Sabah which is the more popular ones. Based on the reviews of the hotels, Shangri La Hotel Berhad has received complaints on the lack of entertainment provided on the beachfront which is also one of the issue faced by Shangri La. The beach itself is already horrific to enjoy. However, being viewed for their excellence, Shangri La Hotel Berhad should enhance a solution to that matter. Several reviews stated that there is nothing for the people to do at the beach but loafing around making the stay boring and unworthy.All these issues should be addressed by Shangri La Hotels Berhad as to maintain their international standards. If these service issues are solved, there is no doubt that Shangri La Hotels Berhad will achieve excellence in their line of trade.Latest Venture / Business excogitateAlthough Shangri-La hotels (M) Berhad already owns 66 hotels all over the world and has long term customer s, Shangri-La hotels (M) Berhad want to keep expand and differentiate its business in order to provide more service to the public. This is also a way to get more income and try to satisfy customers in a long run. Recently, Shangri-La hotels (M) Berhad have some new business plan and latest venture for its business.For example, they planned to have some major refurbishment programme for certain resorts. For example, some renovation would be held in Rasa Ria Resorts garden Wing guestrooms. When the renovation is fully completed, those improved room products will give the resort a stronger business platform for the companys future growth and well to compete strongly in this competitive marketplace. They try to satisfy customers of their specific services provided which cant be found among competitors. This will lead to a competitive advantage for them and customers will looking forward for new venture and service provided by Shangri-La hotels (M) Berhad.Besides, Shangri-La Hotels (M) Berhad has planned to