Strengths of the biological model Essay Example for Free

Strengths of the biological model Essay Anti-depressants usually take a few weeks to have an effect and divided into three classes the first being Monoamine oxidase inhibitors (MAOIs) which include phenelzine (Nardil), the second are Tricyclics which include amitriptyline (Elavil) and have generally have fewer side effects than the monoamine oxidase inhibitors and the third class are Selective serotonin reuptake inhibitors (SSRIs) which are the newest class of antidepressants, include paroxetine (Paxil), fluoxetine (Prozac), and sertraline (Zoloft). Antidepressants are typically prescribed for depression, anxiety, phobias and obsessive-compulsive disorders. Monoamine oxidase inhibitors and Tricyclics increase the level of the neurotransmitters norepinephrine and serotonin in the brain whilst Selective serotonin reuptake inhibitors increase the level of serotonin only. Whilst antidepressants are not addictive, they often have side effects such as headache, dry mouth, constipation, nausea, weight gain, and feelings of restlessness. Of the three classes of antidepressants, MAOIs generally have the most side effects, many people who take MAOIs also have to restrict their diet, because MAOIs interact negatively with foods that contain the amino acid tyramine, such as beer and some cheeses and meats. SSRIs have fewer side effects than the other two classes of antidepressants. However, SSRIs can cause sexual dysfunction and if they are discontinued abruptly, withdrawal symptoms occur. Antipsychotic Drugs: Antipsychotic drugs are mainly used to treat mental health conditions such as schizophrenia and other psychoses, agitation, severe anxiety, mania and violent or dangerously impulsive behaviour. They include chlorpromazine (Thorazine), thioridazine (Mellaril) and haloperidol (Haldol) and usually begin to take effect a few days after they are administered. Antipsychotic drugs reduce sensitivity to irrelevant stimuli by limiting the activity of the neurotransmitter dopamine. Many antipsychotic drugs are most useful for treating positive symptoms of schizophrenia, such as hallucinations and delusions. However, a new class of antipsychotic drugs, called atypical antipsychotic drugs also help treat the negative symptoms of schizophrenia. They reduce the activity of both dopamine and serotonin. Atypical antipsychotic drugs include clozapine (Clozaril), olanzapine (Zyprexa), and quetiapine (Seroquel). Atypical antipsychotic drugs can sometimes be effective for schizophrenia patients who have not responded to the older antipsychotic drugs, however side effects include drowsiness, constipation, dry mouth, tremors, muscle rigidity and coordination problems. These side effects often make people stop taking the medications and this frequently results in a relapse of schizophrenia. A more serious side effect is tardive dyskinesia, a usually permanent neurological condition characterized by involuntary movements. To avoid tardive dyskinesia the dosage of antipsychotics has to be carefully monitored. The atypical antipsychotics have fewer side effects than the older antipsychotic drugs and are less likely to cause tardive dyskinesia. In addition, relapse rates are lower if people continue to take the drug. However, the relapse rate is higher with these drugs if people discontinue the drug as they assume they are now well and therefore do not need to take them. Lithium: One drug used in the treatment of bipolar disorders is lithium, it prevents mood swings in people with bipolar disorders. Researchers have suggested that lithium may affect the action of norepinephrine or glutamate. As with all drugs there are side effects, lithium can cause tremors or long-term kidney damage in some people. Doctors must carefully monitor the level of lithium in a patient’s blood. A level that is too low is ineffective, and a level that is too high can be toxic. Discontinuing lithium treatment abruptly can increase the risk of relapse. Recently developed alternatives to lithium include the drugs carbamazepine (Tegretol) and divalproex (Depakote). Electroconvulsive Therapy (ECT): ECT is a treatment for a small number of severe mental illnesses. It was originally developed in the 1930s and was used widely during the 1950s and 1960s for a variety of conditions. It is now clear that ECT should only be used in a smaller number of more serious conditions. ECT consists of passing an electrical current through the brain to produce an epileptic fit – hence the name, electro-convulsive. The idea developed from the observation that, in the days before there was any kind of effective medication, some people with depression or schizophrenia, and who also had epilepsy, seemed to feel better after having a fit. Research suggests that the effect is due to the fit rather than the electrical current. Electrodes are placed on the patient’s head over the temporal lobes of the brain. Anaesthetics and muscle relaxants help minimize discomfort to the patient, while an electric current is delivered for about one second. The patient has a convulsive seizure and becomes unconscious, awakening after about an hour. The typical number of ECT sessions varies from six to twenty, and they are usually done while a patient is hospitalized. The National Institute of Health and Clinical Excellence (NICE) have looked in detail at the use of ECT and have recommended that it should be used only in depression, resistant mania or catatonia. They say ECT should be considered for acute treatment of severe depression that is life threatening and when a rapid response is required, or when other treatments have failed. It should not be used routinely in moderate depression, but should be considered for people with moderate depression if their depression has not responded to multiple drug treatments and psychological treatment. Psychosurgery: As a last resort when drugs and ECT have failed psychosurgery is an option, it basically involves either cutting out brain nerve fibres or burning parts of the nerves that are thought to be involved in the disorder while the patient is conscious. The most common form of psychosurgery is a prefrontal lobotomy. Unfortunately these operations have a nasty tendency to leave the patient vegetablised or ‘numb’ with a flat personality, shuffling movements etc. due to their inaccuracy. Antà ³nio Egas Moniz discovered the lobotomy in 1935 after successfully snatching out bits of chimpanzee’s brains. It didn’t take long for him to get the message that his revolutionary treatment was not so perfect, in 1944 a rather dissatisfied patient called his name in the street and shot him in the spine, paralysing him for life. As a consolation he received the Nobel prize for his contribution to science in 1949.Surgery is used only as a last resort where the patient has failed to respond to other forms of treatment and their disorder is very severe. This is because all surgery is risky and the effects of neurosurgery can be unpredictable and there may be no benefit to the patient and the effects are irreversible. Strengths of the biological model: The main strength of the model is that drugs have been successfully used to treat a wide variety of mental disorders, they have allowed people the chance to live independently and as normal life as possible without having to stay in hospital which prior to drug treatment was the only option. Where other therapies have failed, drugs have been successful, it has revolutionised the treatment of people with schizophrenia. Drugs have helped people improve sufficiently to allow psychotherapy and allow them a chance to gain insight into their illness. Drugs have also removed the stigma surrounding people with mental health issues so they are not blamed for being ill or accused of being possessed. Another strength of the biological approach is that it is very scientific, as the experiments used are measurable, objective and can be repeated to test for reliability. Also, the researcher has more control over the variables which is evident in Selyes study of rats which led to him developing the theory of General Adaptation Syndrome. The biological approach is also deterministic and increases the likelihood of being able to treat people with mental issue and provides explanations about the causes of behaviour, this understanding can then be used to improve peoples lives. Weaknesses: One of the major weaknesses of the model is the side effects associated with drug or chemotherapy, as previously mentioned when outlining the different classes of drugs available. Most of these drugs can also cause dependency where people cannot cope without them and in some cases tolerance where the drugs actually have little or no effect. It’s also important to note that some other therapies may be ignored as busy doctors will prescribe medication rather than seek alternative means of helping the patient cope, in some cases people suffering from the stresses of daily life may be prescribed medication when exercise or relaxation could be more effective. Drug therapy also does not work for everyone such as people suffering from negative symptoms of schizophrenia where they have motivation or as it is more commonly known as Flatness of affect Another weakness of the biological model is that it focuses too much on the nature side of the nature v nurture debate. It argues that behaviour is caused by hormones, neurotransmitters and genetics. One theory is that schizophrenia is genetic, however, Bouchard and McGue (1981) twin studies show that it is not completely genetic and the environment has a part to play. Another weakness of the biological approach is that it develops theories about disorders and generalises them to apply to everyone. It does not take into account the view that humans are unique. An example of this is that General Adaptation Syndrome assumes that everyone responds in the same way to stress but does not take into account that some people have more support than others. Szasz criticised drug treatment as inappropriate, rather people had a problem with living and therefore pills weren’t the solution. Conclusion: Whilst all the approaches have been criticised, they all offer some form of therapy which has positive benefits for the patient and more importantly in some cases have worked hand in hand with other therapies to help people live better lives. None of them can be overlooked as they are beneficial to some extent. References: McLeod, S. A. (2010). Behavioral Therapy. Retrieved from  http://www.simplypsychology.org

The Genome Revolution :: Genetics Biology Hereditary Essays Papers

Ever since the rediscovery of Gregor Mendal’s pea plant experiments through which he determined the laws of hereditary, new interests in the Genome Revolution ignited. Opinions were across the charts from being drastically pessimistic to the contrasting optimistic. Through the years up to recent day, issues concerning the impact of the fields of medicine, reproduction, insurance, law and even our sense of self have completely filled the minds of those who are in touch with the happenings of the Genome Revolution, whether they are against or for it. The affects of the Genome Revolution will be felt both individually and also as a society. In the Rio Grande Valley, the mentality of the people is for the most part that of indifference, because they feel they are not affected by most occurrences through out the world. For instance, when the horrible catastrophe of 9-11 occurred, the rest of the country was frightened of another attack, but my peers and myself disregar ded the possibility of the attack being in our particular part of Texas. With the Genome Revolution moving along at full throttle, the Rio Grande Valley will receive a shocking revelation: that people in the Valley will be affected by the changes and discoveries in this particular field of science, and that they may be able to afford to sequence their own genome. With the advancement of the Genome Revolution, the consequences will start being felt in the near future. The field of Medicine will greatly be furthered with the help of genome sequencing. By making it possible to make plants with drugs in their DNA structure, people will be able to take the drug in a purer, safer form because the plant is not susceptible to human or animal diseases such as potatoes that contain a drug for liver cirrhosis. With the Rio Grande Valley being so close to the border of Mexico, many diseases tend to get passed over to the United States causing the people in the Valley to take precaution of these dangers by using injected vaccinations. I know that I would rather eat a fruit that contained the vaccine for influenza than get a shot every year. On the other hand, the seeds of a plant such as this could somehow get released uncontrollably into the environment and effect it in an unpredictable way.

Old Toen White Coffe Marketing

INTRODUCTION Old Town White Coffee, founded in 1999, made history when the company became the first, the pioneer white coffee producer to manufacture and launch the famous Malaysia Ipoh White coffee as a 3in1 instant Blend. Old town White Coffee 3in1 classic together with the original recipe from 1958 spearheaded a breakthrough in the coffee industry. The company single-handedly captured the original authentic taste of an otherwise localized white coffee, turning in into a mobile commodity a fast moving consumer good (FMCG), capturing the South East Asia market.LOGO, VISION & MISSION Logo The Old Town White Coffee goal is to let everyone enjoy every sip authentic Malaysian Ipoh white coffee anytime and anywhere. Vision To be Asian Pacific’s Leading White coffee producer providing high quality products to customers globally. Mission To promote our unique Malaysian taste- the authentic Ipoh White Coffee and continue White Coffee Legacy the rough continuous improvement and innova tion that exceeds customer expectations. By setting precedence Old Town White Coffee have made a standard that equals excellence, pushing other brands to do the same.Strive for continuous improvement, incorporate innovations and technology in our commitment to create customer value in our both product services. These continuing efforts maintain and reinforce our market leader status and more us forward to become a leading White coffee producer in Asia pacific. SWOT ANALYSIS STRENGTHS-The profits obtained by Old Town is quite high compared to other coffee shop in Malaysia. -Offer other foods, such as â€Å"heavy food†-Has many branches throughout Malaysia, Singapore and Hong Kong. | WEAKNESS-Old town coffee also depends an the coffee and makes them difficult to diversify their product. Innovation is slow because depend on one product only. | OPPORTUNITIES-Able to expend its operation to the global market to be introduction throughout ASEAN. -Able to re-brands and to compete wi th other company using the same material. | THREATS-Consequences from increasing of price of materials which they have use will be make the price product is also increase. -Product imitation is a very higher because they are using coffee which is very common. | STRATEGY BUSINESS STRATEGY All the store of Old Town Coffee White were located at high traffic, high visible location in each Asia market.That the market entry strategies have found to be used by Old Town White Coffee in managing their foreign franchisees when expanding into Asia include master franchising and company owner-stores. The marketing approach is essential to gain a competitive advantage for Old Town White Coffee in the foreign market the construct included market entry, site location, and market positioning. Reason for Old Town White Coffee to choose master franchise as its from of franchising is because of that the master franchising was the most popular made of entry into distant and cultural dissimilar market A sia.COMPETITIVE STRATEGY Targeting Old Town white coffee: While evaluating their consumer market the conclusion was that the ideal consumer’s economic profile will be Upper Middle Class, privileged Class. While the age demographics will be Students and Youngsters, Professionals, families, Mature Consumers. Gender and Ethnic or Religious Background was researched to have minimal or no effect on the choices concerning coffee made by consumers and their patronage of coffee houses. To maximize on brand name (signature) Costa signifies luxury, excellence in Coffee, all over the world, along with the theme of Costa.The marketing communication strategy for Old Town White Coffee is raising awareness of your product in your target market is where sales begin, and this is where marketing communications activities begin the selling process. With today's multiple channels for content to reach potential customers, the art and science of marketing communications has become increasingly imp ortant. However, no company can be sure they are using the most efficient media mix without creating a marcom strategy that is aligned with their overall strategic marketing direction.OPERATION STRATEGY RESEARCH AND DEVELOPMENT In 2005, it expanded vertically into the food services sector by opening a chain of cafe outlets based on the traditional Ipoh coffee shop setting and ambience under the ‘OldTown White Coffee’ brand name. Since the opening of its first cafe outlet in Ipoh in 2005, its chain of cafe outlets has expanded to around 160 cafe outlets in Malaysia and Singapore. This includes fully and partially owned, and franchised cafe outlets.The management has successfully mixed tradition with modern conveniences, revamped and revived the traditional cafe concept into a successful working model with outlets conveniently located and easily accessible to customers. PRICING Price does affect customers’ choice on products or  services. Customers are willing to day more because they higher price means higher quality one brand offers. In brand competition, the best price any brand can offer is important yet they have to be careful not to  create bad consequences for long-term. BRANDINGThe Malaysian coffee culture also being improvises by re-branding to enhance experience and increasing sales by multiple transactions from regular customer. From small spaces and only selling few selections of foods, Malaysian coffee culture has expanded by upgrading services, more variety in food and beverage, and creating nostalgia as well as being chic and contemporary. The role of branding in local coffee culture not only providing space but might be escapism for consumer and local society from different hierarchy, not to mention that this is kind of lifestyle and culture that they embrace.As a new life style and trend, Malaysian coffee culture is very popular for all public audience. It has grown along with social change needs and demand. CONCLUTION Old Town White Coffee must be diversify use of coffee product that mention does not too slow. Because of Old Town White Coffee is one coffee shop famous in Malaysia, they should open branches throughout they country to compete with other company. In other way Old Town White Coffee should provide a various service such as shipping orders to customers house. REFERENCE http://www. malaysiaco. com/search/old+town+white+coffee http://www. oldtownwhitecoffee. com/

Rhetorical Analysis - 803 Words

Rhetorical Analysis of Pedigree Advertisements Advertisements are everywhere. From billboards, to magazines, to newspapers, flyers and TV commercials, chances are that you won’t go a day without observing some sort of ad. In most cases, companies use these ads as persuasive tools, deploying rhetorical appeals—logos, pathos, and ethos—to move their audiences to think or act in a certain way. The two magazine ads featured here, both endorsing Pedigree products, serve as excellent examples of how these modes of persuasion are strategically used. In the first example, we see an exaggerated, humorous depiction of yellow Labrador retriever using its â€Å"superdog† strength, which it apparently acquired from eating Pedigree, to dig up a†¦show more content†¦Now that we have been brought into a close relationship with â€Å"Echo,† we feel as if it is our responsibility to improve her situation. The final sentence of the narrative tells how we c an do just that: by buying Pedigree, the proceeds of which will go toward finding loving homes for dogs like Echo. This statement, along with the heartwarming slogan placed below it, not only offers a logical solution to the homeless dog problem, but also strengthens the ethos of Pedigree: by donating to a good cause, they establish a reputation as a generous and benevolent company. Thus, by creating appeals to logos, pathos, and ethos, companies use advertisements as powerful persuasive tools. This can be done through the careful selection of color, imagery, narration, design, and layout, to name a few significant elements. When used correctly, these rhetorical strategies can make the difference between whether a product or idea is embraced or rejected by theShow MoreRelatedThe Tipping Point: Rhetorical Analysis Essay813 Words   |  4 PagesThe Tipping Point: Rhetorical Analysis Throughout The Tipping Point, Malcolm Gladwell explains to his reader his ideas about drastic changes in society, and how they seem to occur so rapidly. In this particular selection, Gladwell emphasizes the purpose of â€Å"connectors†, saying that they have a â€Å"special gift for bringing the world together (page 38)†. Gladwell states that part of the reason information or trends spread like wildfire is the presence of a specific group of people. 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