We Are Surrounded By Advertisements Media Essay

We Are Surrounded By Advertisements Media auditionThe Absolut Vodka advert defend has been going on successively from 1981.this has been going on for everyplace twenty age this is practically forever in advertising. Industry in casers consider it being the nearly successful rides when it comes to the history of advertising. It is non truly much that unrivaled comes across ads which scratch on the copy to center of guardianship on the visual appeal. Absolut Vodka is one such campaign. More over the star of the ads is constantly the gorgeous, sneaky, chameleon- cargon store from Sweden. It is brilliant as it focuses on the visual to pass the message. The Absolut ads are mainly celebrated for their ingenuity as their longevity. They are full of humor, invention, and thoughts as they deftly talk about the brands values, often containing little confronts to the reader to understand just what is going on inside the ad. Still advertising campaign has gone into a point of winin g many rewards, as advantageously as require membership in the American Marketing Association. It was initiated into the Hall of Fame in 1992 together with 2 additional brands Coca Cola and Nike. The advertising campaign was conceded by TBWA Advertising. In order to ensure this report, in that respect is a need to analyze the turn out ads for this brand to show the role played in shaping the fortune of ABSOLUT. However there are a diversity of understructures which the power worked on in attempt to reveal the fascinating usage of symbols and signs expressing the message of the brand. This include cities, arts, products and holidays etc.It was necessary to delve into the preceding(a) of the brand eyepatch taking a consider at the communication messages so as queue its meaning . this help to see how the layers kept increasing to the brand images. Absolut Vodka is a Swedish brand of vodka, produced unspoilt hus, Scania, in southern Sweden . Although, it was not a refined pro duct, it contained world class raw components uncontaminated Swedish water and wheat . this was referred as Absolut pure vodka . in 1970, the Swedish government had taken control of the proceeds and distri thoion of the beverage alcohol industry, including Absolut .By the late mid-seventies, , Abosult would provoke to become an export product incase the hush would survive .The brand owners surprisingly k immature that they had to tap America as the main market . In the 1970s America reported thatr 60% of the vodka was being consumed in the free world However most of vodka consumed in America was made in America and it was sold cheaply .it was held that all vodka are of the same character this was because the production was effortless. Especially when compared with Scotch and other whiskeys .only a few of necessary ingredients were needed and there was no need for aging., as with Scotch and other whiskeys .another reason is that majority of consumers involved their vodka with t omato juice, orange juice, brisk or other mixers. They didnt much care about the underlying quality of the vodka.The piercing on the bottle is the signifier that has much than to do with the norms of the risible and punk communities found in America probably in 1960s. The fashion accessory shown here is symbolic of current upcoming society particularly the gay subculture. That was gaining momentum. The ad was even disobliged through the magazine. The piercing as well as symbolizes a non- usagealist fashion proclamation. Further it is symbolizes use of human soundbox as a image to show the freedom from the community norms or system of behavior signified. rightfully speaking about experimenting with your body is the implication that comes visually in the ad. This is shown with the result of glow in the background. It workings as a glare of publi city. Well the bottle is no longer just a bottle, but a metaphor of the human body. The identification of heap who believed to the concept of being Practical with their body, particularly the gay subcultureThe upright body language of the bottle possibly has a direct community to the human spot and demonstrates the boldness of the person to go communicate to the world. The ad gives them this space to voice their openness. This space then becomes their computer programme of self-expression. Almost as if to say, this is me I am comfortable with myself and the delegacy I want to experiment with my body. The sweat of the marketer is to no longer keep it restricted to drinking vodka but to make the bottle an look-alike that is relevant to them. This icon is then anticipated to be holding close by them. Also valuable to note that the color coding of a black background exaggerates their emergence. Gay as a thin has existed since time memorials. The black background shows how these battalion may have very come out from the iniquity or the shadows which they were hiding behind to an open platform into t he public interest. They can straight off declare their familiar predilections.The Absolut Vodka bottle over the years has become conventional sign in advertising. It has been branded so well that shape of the bottle itself has turn out to be an iconic go through for designers as well as the general community. Main stress in their ads has paid attention on symbolic descriptions and topics which most of the time contain a dual meaning. The translation of the meaning is slightly simple though enough for viewers to like because the meaning differs throughout every ad even though the idea is everlastingly the same.The ads often relate to ideologies within the society, following general trends, political affairs and art. Due to this, the advertisements do not always focus on auditory modality but slightly expended their boarders to reach diametrical kinds of demographics.By maneuvering the bottle Absolut has managed to distinctly bring the meaning of the message through symbols and language from the surrounding For example, introduction of the slogan Absolut Brrr which was visually mulish with a bottle cover in blizzard. Through this we are able to see the strong race that Absolut Vodka ads have with iconicity and how over the years successfully branded the product.The worlds longest and interrupted advertising campaign named direct vodka was founded in 1879 by Lars Olsson Smith the now forth largest international spirit is now available to more than 126 nations. This is all due to much fame through its advertising campaign that made it win many awards, including charter membership in the American Marketing Associations Marketing Hall of Fame. The original idea for the campaign is verbalize to have come from a South African artist who claim to have gotten the idea while in his bathing tube.33333333The magnifying glass is used to emphasize the name and the country from where Absolut Vodka comes. This shows the nervousness in the connection among USA an d Soviet Union. This ad was published when the Soviet Union was particularly unpopular in the United States due to its invasion of Afghanistan and also the downing of a Korean jetliner,The time period in which was this ad subtly emphasized the fact that Absolut was made in Sweden, not in Russia. It was common association that Vodka was synonymous with Russia. Despite speaking of its origin from Sweden on the produce itself. Most citizens who consumed the drink did not decipher the message directly. Its the same experience of how people at times fill in the gaps as they have embedded in their minds due to sub-conscious conditioning. I draw logic from the research done wherein people look at the first and the last word and are able to understand the word, irrespective of the spelling in environ by being right or wrong. In the same manner vodka comes from Russia was the accepted belief although one tend to take that in vain.They were to state that the drink actually came from Sweden , but this would not occur to them that it is of considerable consequence. This is because the connection has been well-known in their mind. The promoter was aware of this psychology of the consumer and they deliberately downplayed the Sweden relationship for the brand. This plan was utilize until it was perfect time to highlight the truth. Thus during this period of anxiety the Key point delivered was on its Swedish origin.There is a strategic placement of the silhouette of Absolut vodka bottle in the core of the visual clich of Christmassy stuffs. unless this is a tactful route to turn out to be one of the numerous icons that portray tradition of Christmas celebration. This supply the consumer with what Christmas tradition is all about. The background of a family line shows that consumption of Absolut vodka to commemorate Christmas at home is part and parcel of the Christmas tradition. Further a story is being told inside the toy t rainwater figure of the bottle. The setting probably explains the descriptions of how a typical American home seems to be during Christmas time. It right away dialogue to a socio-economic sector of familiesTheme Absolut Cities These ads are a sequence of cities-detailed ads Absolut Las Vegas The idea that classify a city Signifier Shrimps and sauce in this case, cap of the bottle arranged in the figure of the Absolut bottle Signified The food relation of Las Vegas as a city disparate to the mental imagery which one would now draw for it as a Casino city. Well this ad is well done and of course breaks the good example clich of Las Vegas as a city. It also brings out another surface of it .it raises question why there is almost purposeful intention not bring out the Sin City image of Las Vegas in the Ad .it is not wise to take vodka without beer. A true specialist will always eat something after downing a glass hence the above visual-logic would make sense. Though we dint know relationship between shrimps with Las Vegas. Las Vegas is about extremes. This extends to shrimps which are seen as exotic food and probably invokes an elitist consumption attitude.The advertising campaign for Absolut vodka was considered the outflank of the 20th century. Yet not known whether it was due to the ads, the unique bottle shape that made Absolut the lift out imported vodka in market.Michel Roux of Carillon Importers spends more than any other label on advertising to ensured that the gross revenue of the Swedish brand increased in declining market. Throw away ads of the industrys typical bottle and glass , Geoff convert of the TBWA agency made the first Absolut excellence ad featuring the short, clear bottle putting on a halo.Incidentally this was the same bottle claimed by marketing research to the tune of $ 78 000,that it would fail since it did not have a paper label and also the neck was very small for the bartenders to holt it. In Absolut sea captain the bottle was fixed in stone as if it was very old. In Abso lut Manhattan a satellite movie of New York anticipated central park fashioned like a bottle. In Absolut Seattle a rain pond had the bottle figure and in Absolut L.A. a swimming pool was calculated in the now renowned bottle shape.The city ads have turn out to be among the most admired Absolut ads. In Absolut San Francisco you barely observe the bottle for the fog. In Absolut Chicago the breeze is blowing away the inscriptions from the bottle. In Absolut D.C. the bottle is covered in red ribbon.Most of European towns are featured, for instance, Absolut Copenhagen demonstrate doorway to Tivoli converted to the famous bottle shape. Also Holmenkollen was converted for Absolut Oslo, the locals cried foul, with no will to relate their much-loved game with alcohol. However in Absolut Berlin it was a fleck of the wall and in Absolut Naples a lampshade and hanging laundry that wisely copied the shape of the bottle.The greatest release for Absolut emerged when daughter of the Swedish Ambas sador communicated to Andy Warhol into painting a celebrity statue of the bottle. The artist was fascinated because he neer took alcohol. He only used Absolut as cologne. Absolut Warhol followed by ads comprising many unknown painters, photographers sculptors, but For artists like the Brazilian painter Britto, the Absolut payment was a commercial get through. All the samel Absolut has act upon almost 500 advertisements most of them featuring artists from varicose places. Up to date art community still talks about the 32-page Absolut Glasnost. Common run have shown South American, African Swedish, American, and other artists.Absolut ads have become a collectors item and many galleries actually sell old cut out ads. There are several books about the ads and the Absolut software (1-800-568-1566) that is a virtual museum of Absolut art.The first seasonal Absolut advertisement extravaganza was a much-talked about microchip playing Christmas carols in 1987. Later ads have included a pac ket of seeds (Absolut Spring), Donna Karan mittens designer silk scarves and panty hose all neat the Absolut bottle. In 1990 the New York magazine had a working forty eight piece Absolut Puzzle. Another Christmas the agency created an ad with a snow flake-filled pouch so that Absolut Wonderland snowed as if it was in a glass lummox when you shook it.One year Absolut inserted a sheet of stamps with its Warhol, Haring and Rusha ads with an 80 proof denomination. The stamps were actually accepted by most post offices as legal postage.For an ad in Playboy magazine, Absolut created an Absolut Centerfold with a bottle without any text on it but with an accompanying playmate data sheet complete with things like the perfect night at home with my closest friends, Sven, Bjrn, Ingmar, while jumping back and forth between the sauna and ice baths, we exchange our favorite galaxy recipes.If it had not been for Absolut and its extender products Pepper, Currant, Citron and Mandrin, the world may never have realized that Sweden had a substantial liquor production. Thanks to the campaign, Absolut may now be more famous than Volvo.Today it is the House of Seagrams that distributes Absolut in North America, after Michel Roux and Carillon Importers (who took the vodka from nothing to 3 one million million cases a year) was booted out by the Swedish VIN Sprit monopoly. The successful Absolut marketing formula perfected in the U. S.A. is now practiced all over the world.The advertising campaign has also led to many parodies. gaga magazine ran Absolut Liver with an x-ray of a liver that has a silhouette of guess what? In Absolut pass you see a virgin snow-covered background on which a man is urinating and thereby draught a yellow pattern in the snow of you guessed it.When the advertising critical Ad busters ran ads entitled Absolut Nonsense, Absolut powerlessness and Absolut Silence, the producers threatened to sue the magazine. The Absolut Nonsense copy stated any suggestio n that our advertising campaign has contributed to alcoholism, drunk driving or wife and child beating is absolute nonsense. No one pays any attention to advertising.When looking at a series of ads, we have a better idea of the artistic significance attached seen in the images.it is true to saythat the image of the Absolut bottle is now a cultural icon.it ia aimed to make it distinctive as a distinct sign of class for all who sees it.however the reader should recognise the vodka bottle surrounded by the text to make sense of the ad. This expectation depends on the network of ads that have paved the way to it.quick identification of the image qualifies the reader of an Absolut ad to be a member of an private club. the campaign aims to register everyone to be a member of the group by affirming that their art and the bottle, shows significant cultural reflections of people associated with the upper class that are appropriate to all associates without putting into consideration their actual class status.The different genres of Absolut ads carry distinct cultural messages, and contain a universal class claim that is associated with the image of the vodka bottle. The ads pay back the cultural myth that American culture is defined in terms of class structure. However, it offers a mixed message about class that is clear and liquid class can be bought. this campaign has the idea that American society is clear in terms of class through setting ,object, , audience, camera weight in the advertisement. The promotions confront this idea by making it public in most magazines reaching people of all kind. Moreover they are bridging the gap in cultural class, when authorizing such a various audience connection into an exclusive ad campaign. The advertisement is not only selling the reader vodka, but also selling the false impression of an earned communal place connected with the higher class.The class theme within the Absolut Vodka advertising campaign is demonstrated in on e of the most new published Absolut ads entitled, Absolut Voted-Off. This is very basic ad shows four bottles of seasoned Absolut Vodka put together on the left side of the page. The bottles are described by bright, yellow, purple and orange.The original absolute vodka when you look at extreme right side of the page, which is not facing the viewers, is the original Absolut Vodka bottle that is only revealing half of its cold, blue label. The text, Absolut Voted-Off appears at the poop of the page. What does this ad reveal on the surface? At first glance it seems to be selling the new flavored vodkas, representing them as important and associated with a distinguished category. However, this advertisement is characteristic of the mixed messages portrayed by the Absolut advertising campaign. 333333Conclusion Absolut Vodka ad campaign is unbeatably one of the big thoughts in the ad industry. This is because it has endured the test of time for over twenty years. Having gone through the ad campaign over a period of time, the semiotic the campaign is actually the preliminary years in which the bottle symbolized a person and his humanity. Moreover the campaign has something to do with the world and its inhabitance. The changeover is sparkling. From the marketers approach, these days Absolut is not just about America it is mounting its reach internationally. straightway It is no longer person precise and neither focus on personalitys story of belongingness or nor characteristics. It has more to do with the larger picture. It is the world that is today and what we wish be like. Interestingly the world these days is undeniably beyond America. In my standpoint an additional reason for this move is the heart-to-heart experience. Just to explain further, a kind of homogeneity is seen still in the immeasurable variety which is in existence today. However homogeneity might be a need for safety from terrorism, the wish for cure to a fatal indisposition likes Aids, etc. The plan in the larger sense fits a combine aspect for nations, states, society and also persons. Never the less ad campaign concentrate on certain universal matters and for that reason it is nerve-wracking to raise a global campaign and a innermost idea of what an Absolute World could be.

When Blood Isnt Thicker Than Water English Literature Essay

When Blood Isnt Thicker Than Water English Literature EssayIn Barn Burning William Faulkner examines a young boys struggle against his acquire, Abner, who has a behavior problem. Abner keeps his family together by forcing them to deceitfulness for him maculation in trial and deal with his anger. Through the use of historical context, symbol, and character, Faulkner is able to demonstrate a theme that family trueness is a vital part of life, however, sometimes being loyal to yourself ends with having to break verity to the ones you love.To understand much about Faulkners theme, one must begin with the historical context in which this drool is written. The story takes place about ten years after the Civil War. Abner is portrayed to be a veteran, which may influence his wrongful actions. Being in a war could have had some sham on Abners mentality, which causes him to be hostile. Once a person leaves for war he or she never returns the same. Constance L. Shehan puts it desire t his The after effects exhibited by legion(predicate) of these veterans appear to constitute a syndrome identified as post-traumatic extend disorder (PTSD), which is defined as a delayed but persistent malaise characterized by nightmares, sacking of control over behavior (55). Abner could be experiencing a little bit of this syndrome, which is causing him to act in such ways. Also, this story is most likely set in the southern part of America where the res publica and tobacco industries were booming. This is serious when thinking about the title of the story because many people owned barns in order to dry their tobacco and store farming equipment and animals. This is relevant because barns were an unambiguous treasure to those who owned them. It was considered non only a way of living, but something that kept a family living. Farming was important to the wealthy and to the poor. It apostrophize a lot of money to build a barn and was very important to the owner, and Abner knew this, so this is what he went after in order to hurt someone. Secondly, the time period bring outs social discrimination. When Abner r each(prenominal)es the foundation of a family he will be renting farmland from, the black man at the door states Wipe yo foots, sportsmanlike man, fo you come in here. Major aint home nohow. Abner replies with, Get out of my way, nigger and wipes his muddy feet on a rug (Faulker 191). In the 1930s blacks were still in the minority. Perhaps walking into a home full of chandeliers put Abner back into his place, a place that is no better than the minority, and caused him to exit still more out of control.Many of Abners actions act as symbols in the disclosing of Faulkners theme, beginning with the most occurring, molest. Abner builds gusts at night while the family is in the process of go. These fires are described as a sm every last(predicate) fire, neat, niggard almost, shrewd fire such fires were his fathers habit and custom always, even in freezing weather (Faulkner 189). The fires Abner would build while the family was moving would be small, which was out of the modal(a) for him. Not only the reader begins to wonder why he would do this, but also Colonel Sartoris. Faulkner states that if he were ageder the boy might have remarked this and wondered why not a puffy one (189). After seeing his father start so many fires, which resulted in big disasters, Colonel Sartoris cannot understand why his father would want to build such a small fire. Later, it is revealed that the element of fire spoke to some deep mainspring of his fathers being, as the element of steel or of powder spoke to other men (189). This suggests that fire is a symbol of Abners control. He is able to control the size, place, and how long the fire burns, whereas, he is not able to control his own anger.A second symbol in the story involves all of the low-toned items in their wagon. Faulkner writes, the battered stove, the broken beds and chairs, the measure inlaid with mother-of-pearl, which would not run (188). All of the broken items together symbolize the brokenness of the family. Everyone is the family is trying to stay loyal to Abners deceit and as a result they become unaware of the fact that they can be happy as a family. More specifically, the broken clock could symbolize Abners control over the every member of the familys life. Neither are they able to move introductory with their lives, nor are they able to remember happiness from their life before. With Abners actions, the family must try and make it through each day without having to be sent out of town or possibly visiting their father/married man in jail. Instead, the family is stuck trying to make the best of their controlled lives.Another symbol in the story is blood. This, however, is not an ordinary literary symbol. Blood represents family, which is obvious to the reader, but has a more revealing meaning when the term is coupled to the Snopes family. In t he beginning of the story, the reader experiences Colonel Sartoris agony as he sits before a judge, hungry, with the smell of diet in the air. Despite his hunger, the smell of meat and cheese is over powered by the smell of old fierce pull of blood (186). This symbolizes the bond paper between Colonel Sartoris and his father. It is obvious that the boy feels as though the bond and loyalty of family is important because even though he is hungry and the reader can assume he has not eaten in several days, the only thing on this young boys mind is keeping his father safe. While other children would be sitting at a dinner table with their family, Colonel Sartoris (and the rest of his family) is stuck in a courthouse having to lie to get Abner out of trouble, because at this time, the familys first priority is loyalty to their father. One ground for Colonel Sartoris oath of loyalty to his father may be a reaction to his fathers threatening words. Abner narrates him, You got to learn to hold fast to your own blood or you aint going to have any blood to stick to you (189). Abner is threatening Colonel Sartoris by telling him if he is not devoted to his own blood, he will either be left field behind with no one at all, or be the cause of his father to be taken away or even his death.The third and most revealing of the literary elements is character. It can be argued that Abner is the relay station and the antagonist in this situation is undoubtedly Abners son, Colonel Sartoris. However, as the story starts, this is not obvious to the reader, or to his Abner. Faulkner writes, He aims for me to lie, he thought, again with that frantic grief and despair. And I will have to do hit (187). Colonel Sartoris apparently k this instants lying is the wrong thing to do, but is pressured into it by his fathers comments and swats. When he seems as though he wants to tell the truth, his father will hit him. With Colonel Sartoris being loyal to his father, it is backbreaking t o tell that he is actually against what is happening. further when Colonel Sartoris matures, he realizes what his father is doing is wrong and knows he needs to help himself, along with the families his father is tormenting, and finally decides to display his emotions. When he does, the reader and Abner get a glimpse of Colonel Sartoris as the antagonist. Faulkner states,Hold him, the father said. The aunt make a startled movement. Not you, the father said. Lennie. Take hold of him. I want to see you do it. His mother took him by the wrist. Youll hold him better than that. If he gets loose dont you know what he is going to do? He will go up yonder. He jerked his head toward the road. Maybe Id better tie him (196).It is obvious that Abner has now realized that Colonel Sartoris has decided that his actions are unacceptable and is planning on revealing his actions to the judge, families he has betrayed, and families he will betray.Another arguable point when it comes to characterizati on is that the roles of Abner and his son, Colonel Sartoris, can be switched. In this case, Abner is the antagonist because he is keeping his family from living a normal life and, as mentioned before, from moving on with time. Abner moves his family from place to place, and does not carry with him a good reputation, which reflects on the whole family. Colonel Sartoris, as the protagonist, has a goal of living a better life and looking forward to a brighter future. His father, nonetheless, interrupts his thinking. Faulkner states,They walked beside a fence massed with honeysuckle and Cherokee roses and came to a serving swinging open between two brick pillars, and now, beyond a sweep of drive he dictum the house for the first time and at that instant he forgot his father and the terror and despair both, and even when he remembered his father again (who had not stopped) the terror and despair did not return. Because, for all the twelve movings, they had sojourned until now in a poor country, a land of small farms and fields and houses, and he had never seen a house like this before (190).Colonel then begins thinking this family will be safe from his father (190). Colonel Sartoris could perhaps be wishing that he and his family was safe from his own father. At this point, the reader can conclude that Colonel Sartoris is a round character who evolves from feeling obligated to keep a promise to his father to caring more about himself and his future. In the end, Colonel Sartoris finally runs away and does not look back.In conclusion, Faulkner is able to express many different aspects of family throughout the story Barn Burning. He stresses the significance if sticking together through hard times and the importance of what it actually means to be a family. However, through the use of these three important literary elements, Faulkner is able to illustrate the line between loyalty to a wrongful family member and loyalty to oneself.

Steganography: Uses, Methods, Tools and Examples

Steganography Uses, Methods, Tools and ExamplesSteganographybyMohammed AlmintakhABSTRACTThis paper talks intimately steganography, steganography is the craft or concealment selective selective randomness within a culture middling without permit others to know rough that entropy is exsisting. I will go finished an introduction just about it , then explaining the background of it and more information about the uses of this technique , and how organization use it in their own effective. This topic surprisingly is new for most of people who read its name , ill sweat to simplify the idea of this approach as much as possible.1. entreSteganography is the art of screen a meat. The purpose of steganography is to cloak a cognitive content from a someone you dont sine qua non to see it. It is distinguishable than cryptography, the art of unavowed writing, which is intended to make a core mountain non be read , but does not cover up the existence of the secret inter course. Although steganography differs from cryptography, on that point ar umpteen analogies between the devil, and some authors classify steganography as a form of cryptography since abstruse communication is a type of secret writing. Steganography works by changing bits of useless or bot apply entropy in regular computer reads(such as graphics, sound, textbook,HTML) with bits of different, invisible information. This hidden information put forward beplain text,cipher text, or even go steadys.2. Steganography mise en scene info covert is related to two fields, Steganography and watermarking.thither are terzetto main aspects for information concealing, capacity, protective cover, and robustness. Capacity means the amount of information that corporation be hidden, gage refers to the unability of an eavesdropper to detect hidden information, and robustness to the amount of revision the cover medium ignore resist before the hidden information is corrupted. In general, information hiding goes through these runes1. Identification of plain bits in a cover medium. Redundant bits are those bits that skunk be alter without taking care of the quality of the cover medium.2. Then, we select a subset of the redundant bits to be replaced with info from a private message. The stage medium is created by replacing the selected redundant bits with message bits.The modification of redundant bits foundation mixture the statistical properties of the cover medium. As a result, statistical analysis whitethorn reveal the hidden content.3. Uses of SteganographySteganography means of storing information in a stylus that it dissembles the existence of them. Steganography used to carry out hidden ex turns .For fount, Governments are enkindle in two types of communication of hidden data first, which supports national security and second, which does not. Steganography support both types, as well as business soak up similar concerns, about trade secrets for new technologies or products information. Of course, use steganography to communicate greatly reduces the jeopardy of information leakage. Businesses takes advantage of another form of steganography, called watermarking. Watermarking is mainly used to direct and entails hidden unique part of information within a medium without touching the medium. For example , permits say that I restrain design an externalise , with that image , I have embedded a watermark that identifies me as the one who created this image, later on , when this image is subroutine library paste with people , I can later identify myself as the nobleman and I can of course prove that I am the possessor of this. This approach is used by companies for the copyrighted digital media a spread for the purpose of protection. Also, steganography enhances the privacy individually, although it is not a substitute for encryption, of course this is in force(p) only if the hidden embedded information is not detected . If the communication is most never exists, this will becomes so private to be caught.Like many gibes, steganography1. Steganography can be a way which makes it possible to send watchword and information without creation censored and without the fear of the messages being intercepted and traced back to us.2. It is similarly possible to simply use steganography to fund information on a location. For example, several information sources care our private banking information, some military secrets, can be stored in a cover source. When we are required to unhide the secret information in our cover source, we can easily reveal our banking data and it will be impossible to prove the existence of the military secrets inside.3. Steganography can also be used to implement watermarking. Although the concept of watermarking is not unavoidably steganography, in that respect are several steganography techniques that are being used to store watermarks in data. The main difference is on i ntent, while the purpose of steganography is hiding information, watermarking is merely extending the cover source with extra information. Since people will not accept noticeable changes in images, audio or video blames because of a watermark, steganography rules can be used to hide this.4- Steganographic MethodsThe formula below describes the process of steganography as discussed abovecover_medium + hidden_data + stego_key = stego_mediumThe explanation of this formula is,The cover medium refers to the bill that we are going to put our information on it.Hidden data obviously is the data we want to withhold secret.An encryption advanced which is a choice for us.The result shall be a stego medium , which is the same file as the cover medium.The easiest way to hide the data in an image , is called LSB(least significant bit) insertion. think 1 shows a common taxonomy of steganographic techniques.5. Steganography ToolsAsteganography parcel tools allows a user to attach hidden data i n a crew cut file, such as an image or video, and sometimes it could be an audio , and later take off that data. It is not requisite to hide the message in the original file at all. Thus, it is not necessary to edit the original file and thus, it is hard to detect nothing. If a granted part of the message is subjected to successive bitwise manipulation to pass the cyphertext, then there is no evidence in the original file to show that it is being used by a third party. to encrypt a file. An example of this method is described in a self-published science fiction novel. In that example a file is encrypted using a 1949 photo from a digital archive of National Geographic magazine.6. Steganography ExampleThere are software that preform steganography, some of well knows architectural plans are Hide4PGP (http//www.heinz-repp.onlinehome.de/Hide4PGP.htm)MP3Stego (http//www.cl.cam.ac.uk/fapp2/steganography/mp3stego/)Stash (http//www.smalleranimals.com/stash.htm)Steganos (http//www.stega nos.com/ face/steganos/download.htm)S-Tools (available fromhttp//www.webattack.com/download/dlstools.shtml)7- Describing a tool of Steganography and how it worksTake a font on this pictureFigure 2 Stego pictureThis picture looks ok , nothing suspicious , nothing wrong with it , but in truth it has a hidden message. If you use a software tool to dismantle the pictures , this result will come upFigure 3 QuickStego programBasically , this technique is done by these steps below Figure 4 Steganography process8- Deep knowledge of SteganographySteganography comes from the Greek words for cover writing.It is the practice of disguising the existence of a message.Generally, innocent looking carriers, e.g., pictures, audio, video, text, etc. that hold the hidden information The combination of hidden data-plus-cover is known as the stego-object Stegokey An additional piece of information, such as a password or mathematical variable, required to embed the secret information Typical Scenario vector Sender Hides Secret pass on In a Cover using a Stegokey Transmitted Carrier Appears Innocuous Receiver Decodes Secret Message by Removing the Cover Using the Stegokey Receiver Reads Secret Message9.Steganography and aegisAs noted above , steganography is an effective and efficient way of hiding data, it is just protecting the data from the unauthorized or unwanted interception. tho stego is merely one of many methods to defend the confidentiality of data. It is probably the best used in integration with another data-hiding method. When used in collection, these ways can all be a part of a layered security mechanism. Some good complementary methods includeencryption-Encryptionis the operation of hybridisation data or plaintext through a series of mathematical processes that generate an alternate form of the original text known as ciphertext. The encrypted text can only be read by one who have been given the proper key to decrypt the ciphertext back into its original plain text form. Encryption doesnt hide data, but it does make it difficult to readHidden directories (Windows)- Windows provides this feature, which allows users to hide files. Using this mechanism is as easy as changing the characteristics of a directory to hidden, and hoping that no one can view all types of files in their look forr.hiding directories (Unix)- in current directories that have a herd of files, such as in the /dev directory on a Unix implementation, or making a directory that starts with three dots () versus the normal single or double dot.Covert channels- Some tools can be used to transfer important data in obviously normal network traffic. One such tool that does that is Loki. Loki is a tool that hides data in ICMP traffic (like ping).10.Steganography vs. EncryptionThe goal of steganography is to not keep others know the hidden information, of cource , to keep others from thinking that the information even exist.if a method of steganography causes someone to suspect the medium which carries the data , then the method has failed. Encryption and Steganography achieve separate goals, encryption is changing the meaning of the message so it cannot be read, steganography does not change the meaning or change the data to make it unusable or unintended, rather, it prevents the third party from suspecting that there is a communication or data even exists.For these people who want to reach ultimate in security or privacy , can combine both approaches , encryption and steganography. Encrypted data is difficult to be order from normal occurring phenomena than a normal plain text (which is a piercing text) in the medium, there are several steganography tools that can encrypt data before hiding them in a chosen medium.Steganography should not be confused with encryption .Encryption disguises the content of a message. The existence of the message is usually obvious.Steganography disguises the existence of the message .However, additional security can be o btained if steganography is combine with encryption.11. Steganalysis and its techniquesSteganalysis , is the counter measure of steganography, is the art of detecting that there is a steganography exists , or a decoded data within a medium. There are two main major tools in Steganalysis, information theory and statistical analysis. primarily , this reveals clearly the tremendous potential for hidden information in the interner data of course as long as a set of data can be compressed to smaller sizes.there should be a set for hidden data within the medium.Steganalysis can be classified in a similar way as cryptanalysis methods, largely establish on how much prior information is known Steganography-only attack The steganography medium is the only item available for analysis.Known-carrier attack The carrier and steganography media are both available for analysis.Known-message attack The hidden message is known.Chosen-steganography attack The steganography medium and algorithmic pro gram are both known.Chosen-message attack A known message and steganography algorithm are used to create steganography media for future analysis and comparison.Known-steganography attack The carrier and steganography medium, as well as the steganography algorithm, are known.12. Method of SteganographyA lot of methods are available for digital Steganography. But exploiting the lenient constraints of a file formats is the most famous one. There are a lot of softwares that uses this technique.a- interpret as carriersOne of the ways to hide data is using images , which is a good method.The difficulty to reveal the data hidden increases with the detailed in an image, and that makes it harder to guess or to suspect that image. JPHIDE/JPSeek is a software that uses the coefficients to hide the information. (http//linux01.gwdg.de/alatham/stego.html).There was a new method of that , that embeds data in visually unnoticeable parts of an image. These both methods transfer the image. The us er however can explore image degradation with different messages and images of different length. Another way is for GIF images, is to modify an images palette for hiding its data. Gifshuffle, which is a tool , that doesnt modify the image itself, in any visible way. It permutes a GIF images color map, that will leave the original image on the whole intact.b- auditory sensation File CarriersA lot of packages also available for embedding and hiding data in the audio files. One of the tools for audio file hiding stego is the MP3Stego,which does not only hide information effectively , of cource arbitrary, rather also claims to be partly strong method of watermarking the tar deposited MP3 audio files. The WAV formal , which stands for Wavaform Audio File Format, is a Microsoft audio format which mainly windows depends on, however, this format lets users hide data using StegoWave or Steghide (http//www.radiusnet.net/crypto/steanography/Java/stegowav.zip) (http//steghide.sourceforge.net /). These sites refer to both programs in order. Steghide modifies the LSB of data to be transmit in the carrier medium. Using an audio file as a medium is less popular than using an image as a steganography medium.c- entropy OrderingThe data club which does not have fiat constrains, is usually a very good method of steganography. Each change of a group of objects could be pointed to a positive integer. pointing can then be used to encode the hidden data by modifying the sequence of objects that are not considered in request by the carrier medium. While this technique mainly, does not change the information quality, the data which are hidden can of course easily get lost if the medium is encoded again. For example, if we have a GIF which its color map live of hidden data, we could then open the GIF in our favorite graphics-editing tool package that will be used , and save it again. Visually, the result will be both identical , from the original file to the second file, but the ordering of the color map may have been lost.13. LimitationsSteganography is limited just like that encryption is, if bob wants to send an image with a hidden message to alice , he have to first agree secretly with alice on a way of steganography. Underneath the encryption model , alice can be evenhandedly sure when she has got some ciphertext. Let us have a scenario about alice ,when she wants to borrow bobs camera and neglects to tell him to be careful for every 73rd byte in the images she sends him.Bobs will be ignorant of Alices steganography efforts. The chanses that bob will let alice borrow his digital camera will decrease the large list of pictures he will receive from her.The amount of data that could be effectively hidden in a medium is heading to be limited by the size of the medium itselt. The less limitations that exist on the ace of the medium, the more potential it has for hiding data.14. ConclutionI have briefly explained and define steganography , which is in m y opinion an effective tool to do so many things regarding security or reliability in any field of communication .what I mean that , this technique can be used in any section in real life, military , businesess, educational , governments and more.Also , I have shown varous tools and how they function well.15- References1- Artz, D. (2001). Digital steganography Hiding data within data. IEEE net income Computing, 75-80.2- Provos, N., Honeyman, P. (2012). Detecting Steganographic Content on the Internet.3- Classification of Hiding Techniques Ref F.A.P. Petitcolas, R.J. Anderson, and M.G. Kuhn, Information Hiding A Survey, in Proc. Of the IEEE , vol. 87, No. 7, July 1999, pg. 1063Kessler, G. (2001, September 11). Steganography Hiding Data Within Data. Retrieved December 6, 2014, from http//www.garykessler.net/library/steganography.htmlhttp//www.garykessler.net/library/fsc_stego.htmlKessler, G. (2004, February 2). An Overview of Steganography for the Computer Forensics Examiner. Retri eved December 6, 2014, from http//www.garykessler.net/library/fsc_stego.htmlhttp//www.symantec.com/connect/articles/steganography-revealedhttp//en.wikipedia.org/wiki/SteganographyNetworkhttp//www.webopedia.com/TERM/S/steganography.htmlhttp//quickcrypto.com/free-steganography-software.htm

Challenges to TESCOs Expansion into Malaysia

contests to TESCOs elaboration into MalaysiaExecutive SummaryFor any company to enter into the international grocery institutionaliseplace for the firstborn time, a proper re bet and analysis regarding the ch whollyenges and current marketing conditions prevailing in the targeted arena essential be undertaken. The project has been undertaken to analyse, actualise and steeplight the study challenges that TESCO offer face while entering into Malaysia for the first time. The report focuses on the Political and Legal, economic, Socio pagan Technological and environmental challenges that whitethorn create a difficulties for TESCO to start its blood line in Malaysia.Introduction to TESCOTesco PLC is a UK base supermarket drawstring. It is the largest British retailer, both by global sales and domesticated market share, and the fourth largest retailer in the world behind Wal-Mart of the USA, crosswalk of France, and The Home Depot of the USA.Tesco has a long term s cheme for growth, base on four key split growth in the sum of money UK business, expand by growing internationally, be as strong in non-food as in food and to fol pitiful customers into unseasoned retailing serve.environmental abstract of MalaysiaPolitical Legal EnvironmentRising Political unstablenessselective informationIn new-made months, The political ruling party Barisan Nasional is set about the problem of fall in its strength in ruling the country. The contrary Party Pakatan Rakyat power influence on the Malaysians is increasing which has resulted into possibilities of undertaking of elections in the coming months. epitomeIt is predicted that the opposition party whitethorn emerge as victorious which lead to increased political misgiving turn away economic growth for 1-2 years. Sales whitethorn slow d let in the sign years which whitethorn be referable to increased political uncertainty and distur expelce on sp depoting of public during the handoer process . The handover process is generally a time consuming lengthy process. it whitethorn result into impaired business for the company. lower economic growth in the start years whitethorn affect the purchase power of consumers. The company whitethorn work to slash its damage to overcome lower sales in initial years. TESCO may clear to reduce its embody on marketing and advertising . The consumers may prefer toll and value over part brand.Political war among the two parties may besides result in the expiration of riots which may also result into physical damage of Tescos Property and buildings. take exceptionSlow economic growth at the time of change in government activity which may lead to slow business in the beginning of context its business in Malaysia.The consumers may prefer monetary value over quality.TESCO may need to subscribe strong control over its expenses.Riots may cause physical damage to TESCOs property if the Political war emerges.Restrictions on Press Advertising entropyThe Malaysian Government has a in truth(prenominal)(prenominal) tight control on media worry TV, radio, newspapers, outdoor advertising etc for s dying of commercials and advertisements. The advertising code code of ethics are to be followed by all the companies business in Malaysia.AnalysisThe government has kept ban on advertisement of ingatherings like alcohol, pork, carrefours with unacceptable images etc. Also, advertisement cerebrate to to exposure of body parts anti sociable content like foul lyric poem, uncompetitive practices, religious proportions etc are strictly prohibited. The advertisement moldiness be shot in Malaysia with Malaysian models in the advertisements. No international models from other countries are allowed. Also, the musicals of the ad must be done in Malaysia. Advertisements related to food drink wares must gameylight the importance unavoidableness of balanced diet to the viewers. Powerful emphasis on the speciality lifestyle of the country of origin of an imported product is not allowed in the advertisements. disputesTESCO lead switch to change its marketing and advertising st gradegy in Malaysia.The government control on advertising media may disallow advertisement commercials of legion(predicate) products of TESCO UK.The company may also energize to undergo the process of re publicity re labeling on their products.TESCO nurse have to create new ideas to advertise its product which could be expensive and time consuming.Focus on many cultural groups entropyMalay, Chinese Indian community are the 3 major cultural groups in Malaysia. Chinese Indian community are the nonage communities in the country. The recent set upons against the Christian church has created political unstableness cordial unrest among the lot.AnalysisThe wealth gap in the midst of little richer Malays very rich Chinese and Indian ethinic group in Malaysia has always been a point of concern in Malaysian pol itics. There has been many caters regarding this issue in the past which created a tension in the Malaysian political environment. But currently, the government is taking efficient measures to reduce the tension between the cultural groups.Christianity is also a minority piety in Malaysia on which government has to keep its attention. However, in the beginning of 2010, there were a serial of attacks against Christian church because of some high court decisions. All these factors may lead to political instability in the near future. Political instability may result into the change in government. Christianity is the major religion in UK. Malaysians may tend to emotionally link the products of TESCO with Christianity as TESCO is a UK based company. This may initially led to the unacceptance of the products by Malaysians overdue current social unrest which may affect the sales and brand image of TESCO in Malaysian market.This may also affect the marketing and advertising strategy of TESCO. The company may have to frequently and carefully advertise its product to the consumers to change their perception about the link between Christianity and the Companys product offering. This may result into heavy expenditures resulting into the rise in constitute of the company.ChallengesRecent attack on churches may create the perception of link between UK TESCO products and Christianity religion which may affect the sales of TESCO.TESCO leave alone need to advertise more(prenominal) frequently to change the consumers perception about the Christian religion and the topical anaesthetic products it sells to Malaysians.Impact of terrorismData AnalysisRising tension between Malay, Chinese Indian cultural groups in Malaysia in last a few(prenominal) years have created a threat of internal terrorism in Malaysia. The war between the ethnic Chinese terrorists Malaysian government came to end after 42 years. However, in the beginning of 2010, there were a serial of attacks against Christian church because the court said that the Christians screw refer divinity as ALLAH.ChallengeSales may become difficult due to religious unrest.TESCO many have to opt for an option of Public dealing on a fixture basis which may increase the expenses of the company.Economical EnvironmentLow buy PowerDataThe GDP per capita income of Malaysia and UK for 2008 was $14,215 $35,468 respectively.Malaysia can be classified as the country of people having upper midway income level whereas UK population can be classified under high income level.AnalysisThe purchasing power of UK is more the purchasing power of Malaysia. It clearly reflects that the disposable income of Malaysia is comparative low to that of Uk. The per capita income disposable income of Britishers is very high thereby increasing their purchasing power. Due to high purchasing power, normally people in UK prefer brands and are brand loyal are ordain to spend extra on the products. The per capita income o f Malaysians is comparatively very low to that compared with Britishers. lesser income signifies that the disposable income pull up stakes be lower thereby reducing purchasing power. This will directly result in the emergence of charge reasonable market condition in Malaysia where brand loyalty could be disposed(p) less priority by Malaysians. write down per capita income of Malaysians will result into low purchasing power making Malaysia a price sensitive market where buyers may be ready to buy any product with less or no brand importance. So the company sales aptitude get impact due to this. TESCO may have to change its products, lower the quality lower the price so that the products can be produced bell effectively consumers can afford to buy. TESCO may have to start its own manufacturing unit along with its own new tack chain caution and search for topical anaesthetic suppliers in Malaysia who can provide products of good quality at a lower price. This may help in pr oducing products at lower cost which the Malaysians can intend to buy. TESCO will have to search the place to set up their business to get proximity to the market which may help in lowering the distribution cost of its product.ChallengesLower consumer income will affect sales of the company.Uk products have high quality with high price. The company may have to rechange its quality of the products as per the price.TESCO will have to start its new furnish chain management distribution arranging to make the local products for cost efficiency.TESCO will need to find their place of setting business where Distribution cost is very low.The company will have to feel for local supply chain who can reach all above requirements.Foreign Currency Fluctuation RiskDataThe unusual exchange of 1GBP to 1Malaysian Ringett in recent months has fallen from 5.8RM to 4.7RM. The interest rate of Malaysia UK in the beginning of the year 2010 were 2.25% 0.5% respectively.AnalysisThe key factor for fl uctuations in currency exchange rates is the interest rate in various countries. Malaysia offers significantly higher interest rates than UK. Then investors will want to put money into Malaysia, therefrom increasing demand for the currency. The increase in currency demand may result into lowering value of prod thus creating Foreign currency fluctuation risk.Exchange Rates are very important for any country as they determine the level of imports and exports.ChallengeImporting products may become a costly option due to fluctuation in currency risk.The company may have to disembodied spirit for local suppliers and also may have to start new supply chain management to reduce the cost.Un function LevelDataThe recent orbicular financial crisis is still having a major impact on employment level in all the countries of the world. The unemployment rate in UK has reached to 8% in march 2010. The unemployment rate has increased from 3.2% in 2007 and has reached to 3.7% in march 2010.Analy sisIncrease in unemployment of Skilled, Semiskilled Labourers has been a major concern for Malaysian government in last few years. The Malaysian Government may put some employment restrictions on all the Multinational companies in Malaysia to hire the local Malaysians for employment. The restrictions may include more hiring of Malaysians in equivalence to foreign employees irrelevant of their level of skills. Even though the higher unemployment in their home country, TESCO may undergo the pressure of hiring more Malaysians in comparison of foreign employees and provide training to them to cumulate the required skills for employment which may increase the overall expenses of the company. Also, employing foreign workers in Malaysia will be an expensive cost incurring idea thus increasing the operational cost of the firm affecting the product pricing.ChallengeEmploying foreign talent may not be possible to run the business.Providing training for Local lag would be expensive and tim e consuming process.Creating new supply chain managementDataLow purchasing power of Malaysians, high foreign currency fluctuation and price sensitive market in the country are becoming major factors for the companies to reduce their prices of the product.AnalysisLow Purchasing power of Malaysians in comparison with those of UK will create a price sensitiveness in the country where people may prefer scathe over quality. Foreign currency fluctuation between Malaysian Ringett and UK quid has been unstable in recent times. In importing goods, TESCO may end up in paying more than their usual price thus increasing the overall cost of the product. TESCO will have to reduce the price to meet the market price with its competitors product. The company will have to look for new supply chain management along with new suppliers who can provide the required quality at lesser price to meet the comsumers expectation. Setting up the new supply chain along with new local suppliers will be a big cha llenge as TESCO is an International Company.ChallengesImporting goods from UK will be expensive for TESCO.Tesco may have to compromise on the quality of the product in case of price sensitive market.TESCO will have to set up new supply chain management along with new local suppliers to meet both the price and quality requirement of the consumers.Socio Cultural EnvironmentLabeling Packaging RequirementsData AnalysisThe Malaysian government is very strict about the labeling linguistic communication used on the products sold in the country. The language on all the products saleable, whether local or imported, must be written in Bahasa Malaysia or English. And in case of imported goods, the language used in each case may also include translation in any other languages.Since the Government rules regulations is very strict in Malaysia, TESCO would have to spay its labeling repack the products with descriptions in both English bahasa Malaysia Language. Also, the company will have to give more information on the product about its HALAL Certification, ingredients, consider marking, Nutrition Labeling etc.The company will have to change its packaging strategy for its products due to hot humid climatic conditions prevailing in Malaysia This will increase the cost of packaging labeling of all the products to be sold. So to gain economies of scale, TESCO may have to increase its sales volume to dorsum up the cost of change in labeling packaging.ChallengeRelabeling and repackaging the products due to language barrier will be costly and time consuming.TESCO may have to keep on advertising its product on a perpetual basis to overcome the language barrier.Halal certificationData AnalysisThe concept of Halal on food non food category of product consumption is a vital issue in any Islamic country. Islam is the official religion followed in Malaysia. The religion of Islam demands that the product to be consumed must be HALAL. In Malaysia, The Muslim consumers lo ok for the HALAL certification on the products which is issue by Malaysias Department Of Islamic Development (JAKIM).In recent years, the Muslim consumers in Malaysia are faced with broad selection of products services which are all locally named or are international products demonstrate as HALAL. The Competition is intense in the Malaysian market where local retailers have an upper hand for the sale of products by projecting their products as Islamic brands with the help of creative packaging labeling on their products.TESCO will have to certify HALAL certification on all it products will have to show the logo on each HALAL certified product. This will result into rising of its operating cost. Also, The HALAL certificate is valid for exactly 1year. So, the company may have to incur these cost every year.ChallengeCertification of Halal on all products is costly and time consuming.The rigourousness of certification is very less which results into occurrence of repetitive expen ses every year.Advertising, packaging and labeling strategy would change which may increase the cost of the firm.Intense challenger from local retailers will be a challenge.Technological Environmental Factors approachability Updation of InformationData and AnalysisThe percentage of urban population to be population in the year 2008 was 70.4%. Most of the hypermarkets are located in the urban areas. Rural consumers may have little access to either buy the product online or going to the nearest hypermarket in their area. So, setting the business in urban market will be a challenge to TESCO to meet capture the market share the requirements of both artless urban population.In recent years, in Malaysia, Online purchasing has become an easy, time, cost energy saving way to buy the products. This method is more followed by the urban consumers to book an order. So, TESCO will have to keep a regular update on timely basis about the availability of its products on its online purchasi ng website for its consumers.ChallengeTarget market may get limit down due to low internet access in rude areas.Starting a business in rural area may increase the transportation cost to the urban consumers.Regular update on timely basis about the availability of its products on its online purchasing website for its consumers will be a challenge.Impact of global warming, deforestation environmental factorsData AnalysisWater air pollution, impact of global warming has affected the health of the people in Malaysia. Deforestation due to regional phylogenesis is also another factor affecting the country. The Malaysian government is nowadays becoming very strict for control over these environmental problems. any business, whether local or multinational business, has to comply with all the set of rules and regulations related to the environmental issues laid by the Malaysian government. Government may also disallow the companies in setting up of warehouses in the certain selected p arts of the country. TESCO, being an multinational brand, will have to follow the strict order rules laid by the Malaysian Government and may have to learn regular reports to the government regularly regarding the working of the company.ChallengeSetting up of warehouses near TESCOs hypermart can be a big challenge.Transportation cost may get increased due to problem in selecting area for warehouses.Restriction on certain products can affect the business of TESCO.

Cooperative Learning Advantages for English Language Learners

conjunctive Learning Advantages for English Language LearnersCooperative attainment is defined as any aggroup acquisition military action organized in such a way that learning is subject on the socially structured exchange of academic content as well as some other information between the specific group of learners, and whereas each individual learner is accountable for his/her own learning (Tinker-Sachs et al, 2003). Furthermore, Kagan (2002 1994) states that reconciling learning will ultimately lead to increases in the learning of other members in the group. Kagan posits (2002) that cooperative learning is an excellent teaching strategy that promotes intensify learning for diverse student populations and is especially beneficial for English diction learners. Noyes (2010) further states that English language learners participating in cooperative learning groups not only increase overall understanding of the English language, they excessively develop deeper understanding of academic content as well as academic language. Continuing research from Cummins (2009) suggest that students with diverse learning abilities, including students with learning disabilities improve their skills through the natural scaffolding strategies found in cooperative learning groups.

The Protection Of Marine Ecosystems Environmental Sciences Essay

The Protection Of Marine Ecosystems Environmental Sciences EssayOceans cover approximately 71 % of Earths surface and comprise the greatest preponderance of its hydrosphere. While alone the seas of the man sh atomic phone number 18 certain writ large characteristics, many have unique attributes. For example, transit lanes and straits be used more(prenominal)(prenominal) intensively than other split of the ocean for navigation, making accidents and spills there more likely some atomic number 18as of the sea atomic number 18 more ecologically fragile than others some seas such as the Mediterranean and the Baltic, be semi-closed, inhibiting the exchange of their weewees with those of the rest of the ocean and and so slowing the process of self-purification and some parts of the ocean are employ more intensively by humans than others, resulting in more befoulment, some(prenominal) chronic and accidental.The worlds oceans are under stress from over- fishing, climate c hange, invasive species and nautical taint. United Nations Environmental Programme Ocean Atlas define pollution sources that exist done the world as leading to a fix of silent collapse. The stresses are itemly acute in coastal areas. In addition to ocean dumping and spills, intensive shore development funnels crude oil and toxic pollutants into coastal waters. Nutrient run off from go onm and thousand fertilizers cause algae blooms which threaten coral reefs and sea grass beds.In this project, the respective(a) aspects related to the harborive covering of naval ecosystems have been analyzed in detail. Also, the particular problems of the preservation of shipboard soldier ecosystemand oceanic bio novelty and the threats with which they are confronted have been examined. Finally, the foreign regime for the security system of maritime ecosystem has been discussed in detail with special compose to UNCLOS. Also, the planetary regime for the guard of oceanic ecosystem components has been discussed in brief.WHAT IS MARINE ECOSYSTEM?The problems of addressing the conservation of marine ecosystems and the maintenance of bio kind in the oceans are qualitatively different from those of mundane systems. Because mankind is a erratic creature, there is, peradventure, inevitably a telluric bias in understanding of species and of ecosystem as well as the heart which have been developed for their protection. This bias is reflected in the form on biologic Diversity itself. oblige 2 of the gathering defines biological diversity to include unevenness amongst supporting organisms from all sources includingmarine and other aquatic ecosystems and the ecological complexes of which they are a part, except it goes on to specify that this includes diversity within the species, in the midst of species and of ecosystems. Nowhere else in the gathering is detail reference made to the protection of marine biodiversity although Article 22(2) does specifically provide that contracting States shall implement the Convention with respect to the marine environment consistently with the rights and obligations of States under the fairness of the sea. In concomitant the whole apostrophize of the Convention directed as it is to the biotechnology mercantile establishments and, arguably a concept of national ownership of resources based on assumptions about mop upemic species bypasses some of the clothe issues of marine biodiversity conservation.Awareness of the wideness of ecosystems or of ecosystem conservation and watchfulness is relatively new in worldwide arena. Few international instruments rarely use this precise terminology.MARINE BIODIVERSITY why IS IT IMPORTANT AND HOW IS IT THREATENED?The oceans cover 70% of the planet yet removed less is known about the marine environment than the terrestrial 80% of all the known species are terrestrial that sixteen of the 6,691 species officially classified as endangered are marine and fourteen of these are mammals and turtles creatures which have some affinity with the terrestrial creatures. Because of the fluid nature of the marine environment scientists suggest that there has been less opportunity or bespeak for speciation in marine organisms, as there has been in country organisms in which species and subspecies have developed as they have become disordered from each other by physical forces. This does not mean however that, oceans are single amorphous system. Apart from the obvious variations in the oceans at different latitudes or depths, the existence of closed or semi-closed seas and of study currents, confluences and gyres in the open system means that there is a wide strain of different ecosystems in the marine environment. However, these bear little resemblance to the various legal legal poweral partitions established by popular international law and now to be found codified in the 1982 Law of the ocean Convention.As seen from the definition o f biodiversity given in CBD, the crude practice of terrestrial biologists of assessing biological diversity or abundantness in terms of number of species and subspecies in a particular ecosystem, especially number of those who are unique or endemic. However, as far as marine biodiversity is touch speciation is low and endemism uncommon. In oceans there is far greater conformation of organisms amongst the higher taxonomic orders than species or subspecies. In the last few years entirely new life-forms which thrive in the boiling waters just about deep ocean thermal vents have been discovered which offer evoke opportunities for development of medical and industrial processes.Marine and coastal systems provide all-important(a) food sources, and marine creatures offer a multitude of different substances which may be of signifi outhousece to the medical and chemical industry. It is well established that oceans depend a key role as sinks for greenhouse gases, but in addition, and perhaps more significantly, there is increasing evidence that marine biota symbolise an important role in global chemical processes which may ingrain the climate change. Thorne Miller and Catena suggest that the concentration on hereditary, species and ecological diversity reflected in the work of terrestrial biologists (and strongly represented in the 1992 Convention) overshadows what has been termed structural diversity which reflect biological complexity of an ecosystem. In their wordsIn the face of environmental change, the outlet of genetic diversity weakens a populations strength to adapt the loss of species diversity weakens a communitys ability to adapt the loss of functional diversity weakens an ecosystems ability to adapt and the loss of ecological diversity weakens the whole biospheres ability to adapt.The evidence suggest that marine ecosystems are rich in functional diversity, and that there are therefore dangers in transferring to the marine environment conc erns about lower order diversity and about protection of rarity which have been developed in a terrestrial context. on that point are threats to the very maintenance of ecosystems. The most significant threats are quarter up by marine pollution from a variety of sources and activities, from over-exploitation or indiscriminate exploitation of marine species, as well as the wipeout of the coastal habitats. A large proportion of sea creatures depend on the onshore or coastal areas for an important part of their breeding or life-cycles. The destruction or degradation of coastal habitats or the degradation of coastal water quality therefore has a major impact on a widespread of marine life. This does suggest that protection of rare and endangered species and of key and representative ecosystems may alike be appropriate to certain aspects of marine biodiversity conservation. These defend areas cannot in themselves provide protection from marine pollution. It must also be said that d espite the fact that 1982 UNCLOS specifically recognizes that the problems of ocean stead are closely inter-related and need to be considered as a whole. Also, the nautical territorial regulates recognized by UNCLOS, inevitably make arbitrary decisions in ocean ecosystems, do not assist a holistic approach to management of these issues.The recognition by international environmental law of the splendor of ecosystem management is relatively of recent origin. The earlier environmental treaties related only if to species protection. It is possible to group the common classes of relevant international obligations. Firstly, those that address specific threats to marine environment and therefore to marine ecosystem.Secondly, those obligations that address the conservation what business leader be called ecosystems components and finally those obligations that require conservation of marine ecosystems per se. Such a classification may serve to identify the strengths as well as defects and lacunae in the current legal regimes. conservation OF MARINE ECOSYSTEMSThe recognition of richness of management of ecosystems, kinda than precisely those of their components which maybe of immediate significance to mankind, is a relatively recent phenomenon. Crucial steps in development were the 1972 capital of Sweden Declaration and the 1980 IUCN World Conservation Strategy which formed the basis of the 1982 UN superior planetary Assembly World Charter for Nature, and which popularized the concept of, as well as the term, life support systems and which stressed the interrelationship of these with other ecological processes and genetic diversity.INTERNATIONAL REGIME FOR THE PROTECTION OF MARINE ECOSYSTEMUNITED NATIONS congregation ON THE LAW OF SEA, 1982 (UNCLOS)In order to seek an answer to a wider dubiety of whether there is a general obligation on all States to continue marine ecosystem, it is requisite to look beyond the specific treaty obligations at customary in ternational law. The starting point of this assessment is UNCLOS which came into force only in November, 1994 but which is widely recognized as reflective of customary law. Customary law recognizes the division of ocean into a series of juridical regimes which reflect criteria related to Coastal States sovereignty and resource exploitation rather than contexts of ecosystem integrity. The nature of the obligations which the customary international law, and now the 1982 UNCLOS, imposes on the States in relation to the marine environment does to a large extent depend upon the juridical nature of the particular waters under consideration, consequently these jurisdictional divisions can create a major obstacle to the rational management of ecosystems or species which cross or straddle more than one zone. Broadly, the oceans are shared into the following maritime zones internal waters behind the coastal cite baseline a belt of territorial waters up to 12 nautical miles in breadth, a 24 nm contiguous zone with restricted enforcement jurisdiction, a 200 nm exclusive economic zone or fishing zone, and the high seas beyond these limits. Within each of these zones, the Convention envisages a different balance of rights and duties between the coastal states and other states.UNCLOS contains a number of provisions of general significance for the protection of marine ecosystems. Nevertheless, it would probably be a mis plight to think this was a conscious drawing target area per se. It is certainly possible to read into the provisions of Part dozen of the Convention endorsement for a marine ecosystem approach to marine conservation, although these obligations are even less precise than those relating to pollution control. Article 192 of UNCLOS recognizes a general obligation to protect and preserve marine environment. In so far as this goes beyond simple protection, it can be interpreted as being an obligation to behave in a precautionary way.Article 194(5) specific ally requires that measures taken in accordance with this Part shall include those necessary to protect and preserve rare and fragile ecosystems as well as the habitat of depleted, threatened or endangered species and other forms of marine life. As this provision is located within general provisions of Part xii this requires all States to protect these special ecosystems and habitats form the effects of pollution originating from all sources in addition to other general conservation measures.Article 196 requires the States to take all measures to prevent, reduce and control pollution from the use of technologies under either their jurisdiction or control. This could be mean to read biotechnology or any other polluting technology. The rest of the paragraph requires the states to prevent, reduce and control the accompanying or accidental introduction of species, alien or new, to a particular part of marine environment which may cause significant or harmful changes thereto.However, the definition of pollution adopted by UNCLOS does not make explicit reference to impacts on marine ecosystems. This defect has been remedied by in some regional conventions.In the Exclusive Economic Zone (EEZ) (Part V) coastal States are obliged to ensure through proper conservation and management measures that the maintenance of living resources is not endangered by over-exploitation, taking into consideration the effects on species associated with or dependent upon harvested species with a view to corroborateing or restoring populations of such associated or dependent species above trains at which their reproduction may become seriously threatened. Similar provisions apply to such species in high sea fisheries. But these provisions only aim to maintain the viability of such species, and ..not to protect their role within the food web or the functioning of the marine ecosystem as a whole.1980 CANBERRA CONVENTION ON THE CONSERVATION OF ANTARTIC MARINE LIVING RESOURCESThis is argu ably the first convention to be centered on ecosystem approach to conservation and has been described as a model of ecological approach. Even the geographical scope of the treaty itself is unique, in that it is designed around the south-polar ecosystem. Under Article 1, the Convention applies to the polar marine resources of the area south of 60 degrees South latitude and to the Antarctic marine living resources of the area between that latitude and the Antarctic crossway which form a part of Antarctic marine ecosystem. The Antarctic ecosystem is wherefore defined by Article 1(3) as the complex of relationships fop Antarctic marine living resources with each other and with their physical environment.The sole objective of the Convention is declared to be the conservation of Antarctic marine living resources conservation however is defined to include rational use. To achieve this end any harvesting or associated activities has to be conducted in accordan.ce with declared principl es.These objectives, which understandably relate to the maintenance of the ecosystem rather than its exploitation, are implemented by the military commission for Conservation of Antarctic Marine Living Resources (CCAMLR) which coordinates research on Antarctic marine living resources and adopts appropriate conservation and management measures.A further formal step in the protection of Antarctic Ecosystem was taken with the finis of the 1991 Madrid Protocol to the Antarctic Treaty on Environmental Protection.1985 ASEAN CONVENTION ON CONSERVATION OF NATURE AND NATURAL RESOURCESAnother treaty of major potential significance but, unfortunately, still not in force by and by a decade is the 1985 ASEAN Convention on Conservation of Nature and vivid Resources. This Convention reflects in its wording the concepts contained in the 1980 IUCN World Conservation Strategy, embracing a clear ecosystem approach to conservation. Kiss and Shelton describe this Treaty at the most comprehensive ap proach to viewing conservation problems that exist today.The Convention recognizes the interdependence of living resources, between them and other natural resources, within the ecosystems of which they are a part. It is divided into eight chapters.It is tempting to observe that the major treaties handicraft for marine ecosystem conservation considered thus far are either restrict in geographical scope, or not yet in force, or both.GENERAL CUSTOMARY INTERNATIONAL LAWThere is a general obligation first promulgated by Principle 21 of capital of Sweden Declaration and now to be found in Principle 2 of Rio Declaration to ensure that activities within their jurisdiction or control do not cause deadening to the environment of other States or to areas beyond the limits of national jurisdiction. This obligation not to cause damage extends not simply to activities physically located within the State territory but also to activities within the State jurisdiction.Customary international law would impose righteousness on States under this principle for a range of activities which impact on marine ecosystems whether such activities take place within the areas of national jurisdiction or outside or straddling such areas.Activities which could be argued to cause damage to marine ecosystems and to fall foul of this principle would include marine pollution particularly that emanating from land based sources and activities it could also be extended to fishing and related activities which impact upon rare and endangered marine species or their habitat.REGIMES FOR THE CONSERVATION OF MARINE ECOSYSTEM COMPONENTSHistorically, the two main techniques which have been utilized by international conventions for the conservation of marine species are derived from those taken for terrestrial species, namely, the regulation or prohibition of the taking of designated species and the protection of habitat by designation of protection areas.PROTECTION OF SPECIESThe protection of designate d species has habitually been addressed by the imposition of restrictions and prohibitions on the harvesting, taking or killing of target species. The approach was taken by the 1946 Whaling Convention, by the various seal hunting regulatory agreements and by the 1973 polar Bears Agreement. Such a strategy is still maintained as a part of approach adopted by more modern generic or regional protect species treaties such as the 1979 Bonn Convention on the Conservation of Migratory Species of Wild Animals and the regional treaties concluded under UNEP regional Seas Programme.PROTECTED AREASThe second key technique, often used in conclave with protection of species and in modern treaties increasingly merge with it, is the establishment of protected areas either to protect the habitats of specific species or as representative examples of ecosystems or habitats. These may be important isolated areas or take their place within a systematic network permitting for example transnational mi gration.In the terrestrial environment between 5-8% of the total world land cud now lies in protected areas. Despite the fact the sea covers more than two and a half times the land area, marine protected areas may cover an area less than half that of terrestrial protected areas.REGULATION OF TRADE IN WILD SPECIESOne of the major threats to marine species such as sea turtles is the commercial wad in products such as turtle shell. Other well known threats to marine ecosystems are posed by over exploitation of shells and corals for the tourist souvenir trade and of reef fish for the aquarium trade. CITES provides the main regulation of such trade, although a number of treaties provide independent proscriptions or regulation of such trade. decisionIt is paradoxical that although the particular problems of conservation of many marine creatures, particularly pelagic creatures, make them particularly suitable to regulation at an international level under a treaty on biological diversity, in fact the most important discussions concerning conservation of marine biological diversity are currently taking place in the context of other forums those relating to land based resources, straddling fish stocks or at a regional or sectoral level.The recognition by the 1992 Convention on Biological Diversity of the issue of the conservation of biological diversity as a matter of common concern of humankind implies that all states have a legal cheer in the issue as well as positive business to safeguard it. However, this common concern still requires a more obvious focus than national actions or diverse regional or sectoral actions, for practically of the attention has to be taken in international waters as well in coastal waters or in shipway that will reflect natural ecosystem boundaries rather than national maritime jurisdictional boundaries.It can thus, be concluded that there is an existence of a straight body of treaty law which seeks to address one or more aspects of marine ecosystem conservation. Although, a few treaties actually commit themselves to this, it is clear that a large number of treaty regimes are developing an ecosystem approach through their parties interpretation of their existing treaty obligations. UNCLOS can be seen as a most positive force in the crystallization of the general obligations of States to protect the marine environment. Nevertheless, important though the obligations of Part XII are in this respect, they too require further substantial elaboration and implementation.A protocol on the conservation of marine biodiversity in context of protection of marine ecosystems would be an obvious way of seeking to remedy the lacunae of existing regimes and focus attention on this crucial, but somewhat neglected, aspect of biodiversity debate.

Biological Causes of Cancer and Effects

Biological Causes of Cancer and EffectsCancer refers to a redress of ailments characterized by the uncontrolled proliferation of mobile phoneular phones into a different form against the normal co- position of the organism (Kufe Holland, 2003). thither ar ii types of tumors champion is unremitting proliferation of malignant neoplastic disease carrels develops into tumor tissues and may multiply across to other organs via circulative corpses resulting in metastasis cognise as malignant tumors and second one those without malignant properties, which ar self-limiting, noninvasive and do not metastasise, known as gracious tumors. Around 90% of deaths from crab louse are due to the metastases (Box Html, 2008).Cancer may concern humans of all ages. According to figures from population Health governing body (WHO), crabby person is the second to the graduate(prenominal)est degree mortal disease after cardiovascular diseases. In 2010, around 5.5 million people in India were died due to malignant neoplastic disease. 71% crab louse deaths occurred in both men and women aged of 30-69 years. The three most common fatal cancers were oral (including lip and pharynx), stomach, and lung (including trachea and larynx) in men, and cervical, stomach, and detractor in women. About 30% of cancer deaths are due to high body mass index, low fruit and vegetable intake, lack of fleshly activity, tobacco and alcohol use. Hence, the medical needs for cancer remain one of the most demanding areas in scientific research (Dikshit et al., 2012 Ferlay et al., 2007).Cancers are first and maiden an environmental disease with 9095% of cases due to modification in lifestyle and environmental factors and 510% due to genetics vicissitude (oncogenes, tumour suppressor genes and deoxyribonucleic acid repair genes). Cancer is caused by somatic carcinogens (ultraviolet and ionizing radiation), chemical carcinogens (asbestos, components of tobacco smoke, aflatoxin and ars enic), and biological carcinogens (infections from certain viruses, bacteria or parasites). usual environmental factors chooseing to cancer death allow tobacco (2530%), diet and obesity (3035%), infections (1520%), radiation, stress, lack of corporal activity, and environmental pollutants. These environmental factors cause abnormalities in the genetic material of cells. There are certain risk factors for cancers which consist use of Tobacco, alcohol, unhealthy diet and physical inactivity are the main cancer risk factors worldwide (Rayl and Lewis, 2001 Bahls and Fogarty 2002 Gibbs 2003). chronic infections from hepatitis B (HBV), hepatitis C virus (HCV) and some types of Human Papilloma computer virus (HPV) are leading risk factors for cancer in low- and middle-in uprise countries. Cervical cancer, which is caused by HPV, is a leading cause of cancer death among women in low-income countries (Newman and Cragg, 2007).It is rattling unfortunate condition when cancer has been dia gnosed there are a shape of treatments available. As cancer refers to a class of disease, it is unlikely that one wizard cure for all forms of cancer is possible (Pazdur, 2001 Illidge, 2008). The most common methods involve surgery, chemotherapy (with one or more cytotoxic antineoplastic drugs), radiation therapy (ionizing radiation). There are other methods of treatment such as targeted therapies (monoclonal antibody therapy), immunotherapy (enhancing, or suppressing an immune response) and hormonal therapy (Goldenberg, 2002 Rosenberg et al., 1986 Byar and Corle, 1988). New methods, immunotherapy rescue the advantage to minimizing the adverse effects, in this targets specialised antigen solely expressed by tumor cells, only target cancer and not the healthy cell population.According to a report of World Health Organization, more than 80% of worlds populations depend on traditional medicine for their primary health care needs (Farnsworth, 1994 Duraipandiyan et al., 2006). Plan ts hand over a long history of use in the treatment of cancer and it is significant that over 60% of currently used anti-cancer movers are come from natural sp sinker. Naturally occurring drugs that are part of the war against cancer include vinca alkaloids (vincristine, vinblastine, vindesine, vinorelbine), taxanes (paclitaxel, docetaxel), podophyllotoxin and its derivative (etoposide, teniposide), camptothecin and its derivatives (topothecan, irinothecan), anthracyclines (doxorubicin, daunorubicin, epirubicin, idarubicin) and others. In fact, half of all anti-cancer drugs approved internationally were either natural products or their derivatives and were developed on the basis of friendship gained from small molecules or macromolecules that exist in nature (Cragg et al., 2005 Cragg et al., 1997). In in the midst of 2001 and 2005, 23 new drugs derived from natural products were introduced for the treatment of disorders such as bacterial and fungal infections, cancer, diabetes, dyslipidemia, atopic dermatitis, Alzheimers disease and genetic diseases such as tyrosinaemia and Gaucher disease out of these 4 drugs have been approved as anti cancer agents. The approved anti cancer agents in 2002 doxorubicin, in 2002 estradiol, in 2004 cholorophyll and l- aspartic bitter and taxol nanoparticles in 2005 (Butler, 2005). Three new drugs also introduced in 2007 originate from microbic sources for the treatment of cancer is marine alkaloid trabectedin, epothilone derivative ixabepilone and temsirolimus (Newman et al., 2003). Nature is an attractive source of new therapeutic candidate compounds as a tremendous chemical diversity is found in millions of species of plants, animals, marine organisms and microorganisms as potential anti-cancer agent (Bailly, 2009 Butler, 2004 Bhanot et al., 2011).There were various biological mechanisms for controlling the cancer, out of it apoptosis and cell roll inhibition are important one. programmed cell death is the demonstrate of programmed cell death (PCD) that may perhaps occur in multicellular organisms. In distinction to necrosis, which is a form of traumatic cell death that return from acute cellular injury, apoptosis generally confers advantages during an organisms life motor troll. Biochemical events find out to feature article cell changes (morphology) and death (Furuya et al., 1994). There are numerous pathways and signals lead to apoptosis, but there is only one mechanism that in fact causes the death of a cell (Meikrantz W, Schlegel 1995). Subsequent to a cell receives stimulus, it undergoes be after degradation of cellular organelles by activated proteolytic caspases. A cell undergoing apoptosis shows a distinguishing morphology (Alenzi 2004)The breakdown of the proteinaceous cytoskeleton caused by caspases which shown characteristic cell shrinkage and rounding.The cytoplasm appears dense, and the organelles emerge tightly packed.A process of pyknosis (a hallmark of apoptosis) in which ch romatin undergoes condensation into compact patches in opposition to the nuclear envelope.The nuclear cover becomes broken down and the DNA inside it is split in a process known to as karyorrhexis. The magnetic core breaks into a number of separate chromatin bodies or nucleosomal units as a result of the degradation of DNA.The cell tissue layer shows uneven buds known as blebs.The cell breaks together into several vesicles called apoptotic bodies, which afterward phagocytosed.Figure 1.1 Apoptosis in sequence A) normal resting cell B) cell volume is baffled and chromatin clumped C) blebbing process D) chromatin collapsed to the margins of the nuclear envelope E) nucleus clumped into a black hole F) cell breaks down into apoptotic bodies and G) apoptotic bodies ingested by macrophage.electric cell cycle consists of two successive periods, that characterized by DNA replication and isolation of replicated chromosomes into two separate daughter cells. The cell cycle divided into five p hases G0, G1, S, G2, and M. Cell division, or cytokinesis, occurs through the M (mitosis) phase, and is preceded by a preparative phase, or interphase, that includes G0, G1, S and G2 (Fig. 2). DNA replication occurs in a specific part of the interphase, the S (synthesis) phase, which is preceded by a gap called G1, where the cell prepares for DNA synthesis, and followed by G2, during which the cell prepares for mitosis.Figure 1.2 A diagrammatic view of cell cycle indicating formation of two cells from one cellThe vast preponderance of the cells are able to divide but do so only when appropriate to replace damaged or dead cells. In fact, cells in G0 rate for the major part of the non-growing, non-proliferating section of the human body, being essentially arrested in their growth. Cells in G0 can often be stimulated to enter the cell cycle by external growth signals such as growth factors and hormones that restrain to cell surface receptors and then convey the signal from the plasma membrane to the nucleus, a process known as signal transduction(Sherr, 1994 Ostsubo et al., 1995 Cerveira et al., 2012).The plant Aerva lanata L. be to family Amaranthaceae have been used for very long times in traditional system of medicine as diuretic and in lithiasis. similarly the traditional uses the plant were reported numerous pharmacological effects viz. diuretic (Udupihille and Jiffry, 1986), anti inflammatory (Vetrichelvan et al., 2000), anti-microbial, cytotoxic (Chowdhury et al, 2002), anthelmintic, demulcent (Pullaiah and Naidu, 2003), nephroprotective (Shirwaikar et al., 2004), anti-diabetic, anti-hyperglycaemic (Vetrichelvan and Jegadeesan, 2002 Deshmukh et al., 2008), expectorant, hepatoprotective (Manokaran et al., 2008), hypoglycemic, anti-hyperlipidemic (Krishnan et al., 2009), anti-parasitic and anthelmentic activities (Anantha et al., 2010), anti cancer activity was carried out against Daltons Ascitic Lymphoma (DAL) cell lines which show significant cancer c ontrol of the same (Rajesh et al., 2011). Beside this vast studies were carried out by various researchers to viewing importance of Aerva lanata L. which includes finger printing chromatographic technique analysis of steroids, terpenoids, flavanoids and glycosides (Yamunadevi et al., 2011a Mariswamy et al., 2011a Yamunadevi et al., 2011b Mariswamy et al., 2011b). As per previous studies phytoconstituens possessing anti-oxidant properties are believed to prevent or slow down the occurrence of disease such as cancer.In recent years, a handsome investigation on different classes of imidazo thiadiazoles has been done. Many of them were found to possess definite pharmacological activity. The fusion of a imidazole ring with a 1,3,4-thiadiazole nucleus give rise to a class of heterocyclic systems containing a beachhead nitrogen atom known as imidazothiadiazoles. Imidazo2,1-b1,3,4thiadiazole derivatives were first discovered in the early 1950s and, since then, the research work on hetero cyclic system has led to significant developments in their chemistry and biology. The planar and rigid heteroaromatic imidazo2,1-b1,3,4thiadiazole ring system have interesting physicochemical and biological properties, because of the presence of quadruple hetero atom and two condensed heterocycles with different -conjugation. Imidazo2,1-b1,3,4thiadiazoles ring systems have been extensively canvass and so far, a variety of biological activities have been reported for a large number of their derivatives such as antitubercular, antibacterial, antitumor, anthelmintic, antifungal, anticonvulsant, anti-inflammatory, analgesic, antipyretic, local anaesthetic, diuretic, antileishmanial and herbicidal activities. In addition, they have been reported to selectively inhibit several therapeutic receptors and enzymes, extending their applications in modern-day drug design (Jadhav et al., 2008).So the present study was designed to estimate the cytotoxic potential of the plant Aerva lanata L., isolation and characterization of phytoconstituents as come up as preparation of their various novel derivatives as potential anticancer agents (Khazi et. Al., 2011).