Strategies for Sustainable Rice Farming

Strategies for Sustainable Rice Farming LOW CARBON INITIATIVES: A RURAL APPRAISAL OF VARIOUS MITIGATIVE STRATEGIES USED BY RICE FARMERS AS A SCHEME FOR SUSTAINABLE ENVIRONMENTAL MANAGEMENT IN NIGERIA SAVANNA. INTRODUCTION Most of the warming that has occurred since mid-20th century is due to anthropogenic greenhouse gas (GHG) emissions, human activities including modern agriculture contribute to the production GHGs and on the overall, about 14% of GHG emissions comes from the agricultural sector (IPCC, 1996). Several naturally produced and human produced GHGs trap heat. CO2, CH4, and N2O are long-lived in the atmosphere and are the major contributors to positive increases in radiative forces (IPCC, 1996). Agricultural activities are significant producers of CH4 and N2O, of the three main gases that are influenced by land management and that are responsible for the potential greenhouse effect, CH4 has the 2nd greatest climate forcing potential of 27% CAST, (1992) arising from enteric fermentation of farm animals and rice cultivation. BACKGROUND In Nigeria, rice is one of the major cereals grown for food, the cultivable land to rice lies under five major ecologies namely: rain fed upland, rain fed lowland, irrigated rice, deep water and tidal mangrove swamp (Olayemi, 1997). Although Nigeria is the largest rice producer in West Africa and 85% of the total production comes from the north FAO (2012), rice production still seeks an increase in yield to meet the budding population and reduce importation. According to Bello (2004), Nigeria has the potential to produce enough rice for its needs and even export but this is not achieved now because the technology, management practices and the efficiency with which farmers use resources influence productivity. JUSTIFICATION Self-sufficiency in rice production is the goal of the Nigerian government, this has prompted the government to find ways of boosting local rice production (Bello, 2004). Rice paddies have been identified as major CH4 source induced by human activities and Nigerian paddies are not left out. This poses a challenge as researchers are faced daily with the challenges of how to mitigate or adapt to climate change, increase adoption of low carbon practices in all sectors and ways to implement their findings in local and global context of sustainable resource management. Consequently, estimating CH4 emissions from rice paddies and evaluating the low carbon practices used by farmers has become a pressing issue for assessing GHG impacts from agroecosystems and development of mitigation options at local scales for sustainable resource management. Objectives: Spatio-temporal mapping of lands cultivated to rice from 1983 to 2013 in the study area. To compare the CH4 emissions from upland and lowland rice fields. Assess the understanding of climate change and various low carbon practices among rice farmers for environmental protection. Understand the challenges associated with the adoption of low carbon options for rice cultivation. METHODOLOGY To achieve the stated objectives, the study will involve Geo-spatial analysis, field measurements and socioeconomic survey. The study area: The study will be carried out in the savannah belt of Nigeria, Bida zone in Niger state will be selected for the study because of its long history of rice cultivation and its proximity to National Cereal Research Institute, where technologies for cereal cultivation emanate and are disseminated. The zone consists of three Local Government Areas (Lavun, Bida and Gbako) and has a total land area of 6, 181 km2. Geo-spatial analysis Data: Cloud free-Ortho-rectified Landsat images of the area for the years 1983, 1993, 2003 and 2013 will be acquired from image vendors. Analysis: ArcGIS and IDIRSI geo-spatial tools will be used for the analysis of the Images. The images will be overlaid and an area of interest will be created from the overlay. Ground truthing will be done to aid supervised classification of the false and true composites of the area. The map of the dominant land use change of the area will be generated for each year. Accuracy assessment of the classification will be done, image differencing of the land cover maps will quantify the changes in land sizes cultivated to rice. Methane measurement: CH4 emission will be measured by using a portable methane gas meter (Gastech, Australia). Surface CH4 measurements from uplands and lowlands will be taken by inverting a 70mm diameter plastic funnel on the soil surface, the inlet tube of the CH4 meter will be connected to the funnel to read CH4 concentrations (Kartik and Nanjappa). Sampling procedure and Data collection A multistage sampling will be adopted for the study. First, two administrative wards will be randomly selected from each Local Government Area, for the second stage, two villages will be selected randomly from each selected ward and at the third stage, 20 rice farmers from each selected village will be randomly selected to give 80 farmers per Local Government Area and a total of 240 farmers from the zone. To allow for pre-testing and errors, 300 questionnaires will be printed. The sampling frame will focus on adult rice farmers who live in the communities and have been farming for over 25 years based on the assumption that these respondents will have adequate experiential knowledge about the subject matter. Primary data on the understanding of farmers about climate change, its effect on paddy farming, low carbon practices used and the challenges associated with the use of these practices will be collected by administering structured questionnaires to respondents in the study area. Statistical Analysis All data collected will be analyzed, using computer based Statistical Packages for Social Sciences (SPSS) and STATA. A multiple linear regression will be used to link socioeconomic factors with factors that influence land use. REFERENCES CAST, 1992. Preparing U.S. Agriculture for Global Climate Change. Task Force Report No. 119. Council for Agricultural Science and Technology, Ames, IA. Facts and Figures about Niger State, Assessed from http://www.nigerstate.gov.ng/epubl/Facts%20and%20Figures%20about%20Niger%20State1.pdf Kartik V. and Nanjappa A. Phytocapping: An Innovative Technique to Reduce Methane Emission from Landfills. Assessed from methaneflux paper (Environmental Research Journal).pdf Intergovernmental Panel on Climate Change (IPCC), 1996. Climate Change 1995. The Science of Climate Change. The Contribution of Working Group I to the Second Assessment Report of the Intergovernmental Panel on Climate Change. Cambridge University Press, New York. Impact of Trade on Domestic Rice Production and the challenge of Self-sufficiency in Nigeria Assessed from www.warda.cgiar.org//RicePolicy/Chuma.E/Chuma.E.Nigeria.Pres.ppt. Olayemi, J.K 1997. The Nigerian Rice Industry: Performance, Problems and Prospects. A research report prepared for Food and Agricuktural Organisation, FAO; December 1997. UNCCS (United Nations Climate Change Secretariat), Emissions Summary for Nigeria, http://unfccc.int/files/ghg_data/ghg_data_unfccc/ghg_profiles/application/pdf/nga_ghg_profile.pdf WEBSITES USED www.ricenigeria.com EXPECTED RESULTS AND THE RELEVANCE OF MY PROJECT TO CLIMATE CHANGE The distinctiveness of this study is that it seeks to incorporate the experiences of rural farmers in understanding the challenges associated with adopting Low carbon initiatives at local scales. This project aims at: Describing the local perception of climatic vagaries in their environment Characterizing the prevalent land use patterns in recent times. Characterizing the various local conservation practices used by rice farmers for resource conservation. Describing the effects and constraints of adopting resource protection practices. The study would reveal the changes in land cover as mediated by increase in productivity over the past thirty years in the study area and the associated methane emissions. This would be helpful in the design sustainable resource conservation measures for climate protection. As well, the study will reveal the awareness level of the respondents’ on some facts about climate change and variability, its toll on rice farming and various measures used to adapt to these changes. Since considerable attention has not been given to measuring results from adaptation and mitigation activities, results from this study hopes to be a working tool for the Nigerian government in the development of a simple Monitoring, Reporting and Verification (MRV) plan that is more readily useable by farmers through capacity building and technology development or transfer. This study will also provide insight into local resource conservation strategies that can be improved upon for sustainable resource management. The dataset will therefore become a working tool for the government, legislators, private sector, civil society and other stakeholders for appropriate understanding on the trends of greenhouse gas emission from paddies in Bida zone for necessary policy formulation on strategies to reduce the emissions in order to improve ecological system conservation and mitigate global warming. Please explain how you intend to communicate the project results during and after the sponsorship period and which target groups you particularly want to address. (2,000 characters max. The ultimate foci of this study is to raise public awareness on the amount of greenhouse gases released from paddies, it also intends to assess the low carbon strategies used by farmers and the challenges associated with using them. The major target groups are the locals and government officials. Although, the communities have limited expertise at some stages of the study, I intend to work in partnership with them for their ability to suggest strategies that would facilitate data collection and ensure that the data collected are representative of the community during the study. This will be done by clearly explaining the purpose of the study to the community head, since he has a very good knowledge of the community and can help ensure that all factors required for the study is provided. The proximity of the National Cereal Research Institute (NCRI) will be of great assistance during the study and dissemination of results. They will be helpful in providing previous research results and some experimental techniques that will be invaluable in the design of the survey. Usually, conveying research results requires wisdom to avoid rejection. Before communicating the research results to the entire community, results will discussed with the study team from NCRI and the community representatives. Also, since the FADAMA intervention programmes that serve as an intermediary between the government and the communities are common around the study area, assistance will be sought from the FADAMA facilitators during the study and when communicating the research results to the government to enhance acceptance for policy formulation. Timeline of the project, including milestones TIME FRAME (MONTHS) ACTIVITY 1-2 Arrival in Germany, Intensive German language course 3 Reconnaissance survey, acquisition of project materials and pretesting of questionnaire 4-6 Questionnaire administration and analysis. 7-10 Image acquisition, geospatial analysis and ground truthing 11-12 Preliminary write-up and corrections 13-14 Presentations and submission This study is expected to cover a one calendar year period, although this proposed duration is subject to modifications from the Alexander von Humboldt Foundation.

Essay --

The above seven industries we have visited in Pune and Goa, and after all these industries we have visited in North India. The details of all the above industries are given in the earlier report. Bird eye views of the industries are given below. 1) Mapro Foods Pvt. Ltd. Mapro is the short name of Mahabaleshwar Products. It is a food manufacturing company which is located on hill town of Panchgani in Mahabaleshwar, Maharashtra. The company produces different types of jams, crushes and fruit bars. The company is especially in Jams. The capacity of the company is around 30000 MT in a year. The company is leader in Western India. The quality of the products is so good. The company is 5 decades old and in today’s era it is sustained with its competitors. 2) Amul Amul is the well known company in all over the world. The company is produced different items like mils, curd, ghee, ice-cream etc. The company is good in export quality of the products. All the items are sold in the brand name of Amul. The one of the unit of Amul is situated in Pune. In that unit they produced milk, curd and butter milk. And all the items are sold in the Pune region and near the city also. The overall capacity of the Amul is 16.8 Million liters per day. As per the report which is published in September 2011 it is said that the capacity of the Amul in Pune is about one lakh liters. 3) Shetty Chemicals and Engineering works Pvt. Ltd. The company is manufacturing and selling of calcined and fused Alumina products. The company is about 50 years old and they are in the good quality manufactured products. The company is manufactured refractory castables, general refractory and cement refractory. It is used in different industries like petrochemical, copper in... ...ivers of Allian and Duhangan in the Kullu District. This project is started in July, 2010. In July 2010 Allian side of the project is completed and it is expected that from other side of the river that is on Duhangan side of the project is completed in February, 2012. The total capacity of the project is about 192 MV. 16) Gupta Woolen Mills The company is manufactured handmade best quality of Pashmina and Woolen shawls, stoles and lohis. The company also manufactures Kullu Caps and Jackets. All the products are handmade. There are about 10-15 workers are there in the company. 17) Kullu Neer The company is manufactures the water bottles and also sold the water. They make the own water bottle under the name of Kullu Neer. They purchase the raw material of the bottle and done the process on it and make it as per the demand like 500 ml, 1litter, and 1.5 litter.

Matthew and Lukes Modifications :: essays research papers

Matthew and Luke’s Modifications   Ã‚  Ã‚  Ã‚  Ã‚  The authors of the Gospel According to Matthew, and the Gospel According to Luke made some considerable modifications, deletions, and additions to the Gospel of Mark. To the average reader the changes seem rather significant and one might ask why these changes were made. Well, there are several reasons why these changes were made. For example, the authors wanted to show readers that Jesus was more holy than the original author set him out to be. Also, the authors sought after to express the gospel in, what they thought, were better words to make it appear more authentic. Furthermore the authors of the Gospel According to Matthew and the Gospel According to Luke wanted simply to modify the text because they didn’t see eye to eye with what the original author said.   Ã‚  Ã‚  Ã‚  Ã‚  Beginning with the author of Matthew we can see in the verse of Mark 3.22. It states, â€Å"And the scribes who came down from Jerusalem said, ‘He is possessed by Be-el’zebul, and by the prince of demons he casts out the demons.’† However it is stated in Matthew 12.24 â€Å"But when the Pharisees heard it they said, ‘it is only by Be-el’zebul, the prince of demons, that this man casts out demons.’† The author made this change to specifically show that it was the Pharisees, not the scribes, who thought that Jesus was possessed by the devil. Although, eventually many people believed that Jesus was possessed, I believe that the author modified the text to show that the Pharisees were the ones who originally stated this.   Ã‚  Ã‚  Ã‚  Ã‚   2 An example of the author portraying Jesus as more holy, or God like, occurs in Matthew 17.22. It says, â€Å"As they were gathering in Galilee, Jesus said to them, ‘The Son of man is to be delivered into the hands of men, 17.23 and they will kill him, and he will be raised on the third day.’ And they were greatly distressed. On the other hand, Mark mentions in the verses 9.30-9.32 that Jesus is speaking specifically to his disciples. It also states that they were afraid to ask him, and didn’t understand what was saying about his death. Matthew makes the first change to show that Jesus wants other people to know of his death. Most likely they were other believers and followers of Jesus. It almost like saying that Jesus was not selfish in just telling his disciples of his death, and that he wanted to share it with people who believed in him.

Lovely People Do Stupid Things Essay -- Essays Papers

Lovely People Do Stupid Things How is love to influence our lives? Love-struck people do crazy things to express how they care for that particular person yet it is a long and windy road to these actions. It is down this path that experience spawns and trouble and happiness are felt. Janie Crawford of Zora Neale Hurston’s Their Eyes Were Watching God, shows the road through the steps of her three relationships. These relationships, though not fulfilling ones, conclude in bettering Janie’s search and understanding of life. Johnny Taylor, Janie’s first kiss and gatekeeper to her future, When Janie was sixteen, she embarked on a sexual awakening. Johnny Taylor was a poor young man who lived in the Florida area. Janie allowed him to kiss her over the fence. Unfortunately, Nanny saw everything. With Nanny’s horrendous background of sinful deeds done to her, she wanted the best for Janie. As she saw the kiss, the doors of life opened for Janie and Nanny wasn’t going to have her make the same mistakes that she had. Yet, Nanny had been impregnated under the circumstances of being a slave and this was not the case for Janie. Nanny stated that â€Å"black women were the mules of the world†, but she didn't want Janie to be a mule. She wanted to see Janie in a secure situation before she died, and Logan Killicks could provide that. Janie did not want to marry Logan, but she did so because Nanny told her â€Å"that she would eventually come to love him.† Ironically, Logan wanted to force...

Heart of Darkness †Metaphorical or Physical Journey? Essay

The worth of any physical journey can be measured by the value it has to the traveller; by the psychological, moral and philosophical insight gained during the course of travel. This is especially valid for a trip of such immense significance as the one undertaken by the narrator in Joseph Conrad’s Heart of Darkness, Marlow, as he travels along the Congo River in Africa. The symbolic importance of the Congo River is paramount throughout the novella; however, it is equally important to consider the role of the river on which the tale is told – the Thames, the centre of the nation that dominated colonial expansion. Both rivers offer a platform of observation of their respective societies – allowing Marlow to remain independent from these cultures and thus maintain his own moral compass. On a surface level, the Thames appears to be the epitome of tranquillity and civilization, as Marlowe describes it as being ‘calm’, waiting for the ‘turn of the tide’ and being the centre of ‘the biggest, and the greatest, town on Earth.’ However, Conrad’s multi-layered writing undercuts this view, as many descriptions of the Thames have mortuary connotations, implying a feeling of death on the river. For example, Conrad describes a ‘mournful gloom, brooding motionless’, the feeling of stillness coupled with the ‘gloomy tone creates a corpse-like atmosphere. Even the images of light that Conrad employs are more or less negative in their more subtle meanings. He describes the torches of light (a metaphor for Western Civilization) as being merely a ‘flicker’, which implies that the faà §ade of culture and humanity is ephemeral in nature. The first words Marlow uses describe his surroundings as ‘and this also†¦ was one of the dark places of the earth’, reminding listeners of the dark past, which is only partially and insubstantially covered. He then goes on to describe the ‘robbery with violence’ and the ‘aggravated murder on a great scale’ which the Romans had committed in ancient Britain. Whilst the present reality demonstrates an apparent conquering of the darkness, Conrad implies a different message, as he mentions the ‘toying’ of the ‘bones’ (another name for dominoes made of ivory), which refers to the abominations committed by King Leopold II in the Congo Free State, as he exploited the lives of African to further his own commercial enterprise. This associates the Thames, which has supposedly defeated its darkness, with an inherent evil, as it is at the centre of a culture obsessed with the ‘conquest of the earth’ under the guise of ‘weaning the ignorant millions from their ways’. At the end of the novella, the primary narrator, who is listening to Marlow’s tale, begins to perceive the Thames leading into ‘the heart of an immense darkness’, showing how the story has shaped his own moral, psychological and philosophical views. The mortuary images used to describe the Thames are repeated later on as Marlow recounts his visit to the company offices in Brussels, which he describes as a ‘whited sepulchre’. The word ‘whited’ implies a degree of artificiality in Brussels’ apparent pristine condition, whilst the word ‘sepulchre’ has further associations with death. It is also a biblical allusion to the Book of Matthew 23:27, in which Jesus exclaims: ‘Woe unto you, scribes and Pharisees, hypocrites! For you are like whited sepulchres, which on the outside look beautiful, but inside they are full of the bones of the dead and all kinds of filth.’ This allusion shows how the very European Marlo w, has recognized a deep hypocrisy in his fellow countrymen, as the symbol of white (one of purity in Western civilization) is simply a faà §ade to hide Europe’s inherent evil. This motif of white is repeated throughout the novel, especially in Brussels where Marlow mentions the ‘starched white affairs’ of the Company uniforms, and near the end of the text describes the corpse like ‘Intended’ as having a ‘pale head’, ‘ashy halo’ and a fireplace of ‘monumental whiteness’. Marlow who is described as being ‘in the pose of a meditating Buhhda’ sees a different connotation to the white (just as white is associated with death and mourning in Eastern philosophy). Whilst Marlow sees and experience this hypocrisy first hand in Europe, on the Congo River, he observes an almost cinematic stream of images of temptation and sordidness, with the River acting as a ‘moral buffer’ for him, as his perceptions of humanity and morality change. This change in Marlow’s nature happens through the characterization of Africa as a living hell which Conrad (through Marlow) achieves by continual allusions to the ‘Inferno’ in Dante’s Divine Comedy, which details the persona’s own journey into the centre of the earth and through the nine circles of hell. This is most effectively achieved when Marlow admits to his listeners: ‘I felt as though, instead of going to the centre of a continent, I were about to set off for the centre of the earth.’ This is paralleled when Marlow visits the company Offices and describes his assignment as going ‘dead in the centre’ (again invoking deathly overtones), which also explicitly references Dante. Like Marlow’s morals and philosophy, the allusion is developed throughout the journey, as Marlow observes the chaotic ‘wanton smash-up’ caused by the Europeans, and describes it as being in ‘the gloomy circle of some Infe rno’, and showing how the river, acting almost as a slideshow for European corruption, helps change Marlow’s view of the morality of the Colonialists, who have turned Africa into a living hell. The allusion to Dante, whilst certainly the most obvious, offers only an observation and a result, not a cause for the corruption. The allusion to the Book of Genesis on the other hand, provides insight into why there is corruption present on the Congo. When Marlowe first describes the river, he likens it to an ‘immense snake uncoiled’, which references the Devil in the form of a snake, tempting Eve to take a quince from the Garden of Eden. This allusion is more causal in its purpose, as it demonstrates the reason why the Europeans who have integrated into Africa (especially Kurtz and the station Manager) have been corrupted by the primitive allurement of the ‘unspeakable rites’ and ‘satanic litany’ afforded to them by the jungle. Whilst Marlow is offered these things during his journey, morally he is able to maintain his distance, continuing as righteous through a continual commitment to pragmatism and action. This is evidenced by his almost obsessive need for ‘rivets’ to repair his boat so that he may continue his journey on the moral insulation of the Congo River, shielding him from any immoral temptations offered whilst ashore. On the other hand, people like Kurtz who have the river, find that the moral veneer provided by the faà §ade that is European civilization is quickly stripped away when they go ashore for a ‘howl’ and a ‘dance’. Marlow explains this phenomenon of primitive reversion among the colonialists via the effect that he perceives the river to have, saying that travelling down the river was like ‘travelling back to the earliest beginnings of the world’ with the ‘fascination of the abomination; corrupting the Europeans, especially Kurtz, who is debased to ‘an animated image of death carved out of old ivory’. Significantly, the current symbolically make the journey into the ‘heart of darkness’ difficult, while the journey back is easy and rapid. In conclusion, the journey undertaken by Marlow on the Congo River, as well as his story telling on the Thames, much deeper significance than simply physical and geographical journeys, changing his perceptions of the morality and psychology of men. Conrad uses Marlow’s insights to influence the reader to share in the enlightenment gained by the narrator.

With Reference to Your Own Research?

With reference to your own research to what extent do you think that acting in a socially responsible way is now  essential for businesses? Social responsible allows business to create a positive relationship with the community and also then environment within their operation. Companies that use socially responsible are Marks and Spencer. They have done this by creating an operation call Plan A where they are able to generate ? 85 million from just reducing costs. Saving this amount of money they are given the opportunity to expand the M&S brand, this is one of their main objectives where they want to have a M&S store within a 30 minutes radius of each customer. With M&S saving ? 185 million they have been able to a positive relationship with the community that they are in.What they have also done is that they have been cleaning out the community’s lakes and rivers this is very good as they will be looking to show that they are caring about the environment, being social resp onsible is a very good marketing strategy as they will be gaining publicity, and this will lead to more people becoming more aware that M&S are looking after the environment and people will be willing to support the idea. They will be doing this through shopping at M&S. The disadvantages of social responsible for companies such as M&S are that they will have lost an opportunity cost as they have been able to save ? 85 million they will have to choose whether they want to continue supporting the local community or increase their market share. As M&S want to increase their market share they will not be able miss opportunities like this, but they have to have a good relationship with the local community. M&S are now supporting fair trade and organic food, this very risky as this is asking customer whether they want to pay more for food or go to one of M&S’s competitors and start shopping with them as both fair trade and organic will cost more than any other food.By being social responsible M&S will have problems going in to emerging markets such as Brazil an d China. With China being able to take 600 million people out of poverty M&S will have lost the perfect chance to exploit that. Brazil have got big events happening in the next 3 years with the world cup in 2014 and the Rio Olympics in 2016, investing a new store within this area will help them increase both market size and also brand awareness M&S operating profits have fallen . by 1. 8%, this is not good for companies such s M&S trying to become more social responsible, with this decrease in profits they will have less money to spend on their Plan A project. With employees being told that they will have to clean up rivers and lakes M&S will have to be able to motivate their workers enough, this could cost M&S a large amount of money just to get employees to do this. One of social responsibility is to look after employees, making them clean a lake or rivers could make them feel as if they are not bein g used to their full potential and could result in them taking industrial action.M&S have been very good at reducing their amount of carbon emission being released and this is shown as they have been able to save 28% more energy compared to the amount of energy used in 2007. Being social responsible can help many companies such as M&S financially as they will not need to pay so much for their pollution tax this can result in them being able to increase their profit margin and helping them supports the community more.Problems that M&S can also face is that some of their customers may not believe that they will be helping their community and may think that they are just a marketing gimmick, this is important that M&S show those people that they are really helping the community and to do this they could publish the amount of money they have got and show them what they want to spend it on. Overall social responsibility is now essential for business to do as they can help the stores loca l community and business. With them saving ? 85 million they have got to choose whether they want to exercuite their Plan A effectively or try and open more M&S stores within developing countries such as Brazil and China. Especially where there are two of the worlds’s biggest events happening in Brazil within 2 years of each other. To make full use of their Plan A M&S will have to plan and exercuite it well enough that the community can feel like as if they have made a huge impact within their community. But with cost reduction occurring their profit will increase.

How Psychological Theories Have Been Used in Beer

When they see a person carrying a bottle of beer and the soft toy, they will Immediately apprehend IM without any questions asked. Back In the police station, the policemen would be enjoying the beer, which they had confiscated, while the Innocent customers would be miserably locked up In the cell. Similarly, this commercial Is supposedly targeted at adults, those who are above 8 years of age, since they are allowed to drink. However, everyone is again allowed to view the commercial for humor purposes.Our group will also be doing comparisons of the two beer commercials in terms of the psychological theories used and other dissimilarities worth mentioning. 2) Theory Reviews 2. ) Learning Theory There are basically three theories to learning, I) Classical conditioning II) Operant conditioning Ill) Observational learning Classical controlling Is the type of controlling that makes use of a stimulus that, before controlling, does not naturally bring about the response of Interest and a st imulus that brings about interest without having being learned.A good example loving it† makes it a top choice fast-food outlet that most people will patronize. The slogan in this case plays the role of a natural stimulus whereas Macdonald fast-food outlet is the unconditioned stimulus. Upon hearing the â€Å"I'm loving it† slogan, the sign of Macdonald fast-food outlet will appear unknowingly to our mind. Operant conditioning is a type of conditioning, which a voluntary response is strengthened or weakened, depending on its favorable or unfavorable consequences. An example will be that of a Wall's ice-cream advertisement.With attractive offers like, buy 3 for the price of 2 or even free gifts being given away for each tub of ice- cream brought. Observational learning is learning through observing the behavior of another person called a model. A good example will be that of a coca cola drink advertisement. In most of the coca cola drink advertisement, there will be peop le drinking the coca cola drink itself and they will reveal a very refreshing and cooling expression when they finish drinking a drink and by seeing that after drinking that can of coca cola drink, it will bring about a refreshing and cooling sensation to a person.Out of these three learning theories, only the classical conditioning and the observational learning are being applied to the beer commercials. This commercial uses the Classical Conditioning theory. Most people would not normally associate beer with singing. But after being exposed to the commercial for mom time, a person would actually remembers the Heinlein beer commercial, and hopefully proceed to buy the beer. When a person watches the commercial for the first time, he/she will acquire the impression that the singing has nothing to do with the beer.However, the tastiness, â€Å"It seems some people didn't take the last Heinlein commercial seriously. † And â€Å"Remember, buy Heinlein or we'll keep running thes e commercials,† actually reveals the whole intention of the commercial. So eventually, they will associate the beer with the horrible singing. Scrabbles This commercial uses the Observational Learning. Firstly, when the customer buy the beer and gets a free toy, a person may also follow suit. The idea of an incentive or free-gift' appeals very much to us Singapore who are very ‘kiss' or have the â€Å"don't want to lose out â€Å"attitude.So, when the customer is being apprehended by the police, gets locked up in a cell, and even having his beer confiscated, the observational learning still comes into play. This occurs when the policemen themselves drink the confiscated beer, giving them the impression that beers are better than diamonds. Therefore, giving viewers the notion that they should also buy Comparison The use of observational learning is more effective compared to classical conditioning. This is because the influences of an authoritative figure I. E. The poli cemen are brought into the picture. Therefore, it reinforces the observational learning.Like mentioned earlier, policemen are people of authority, therefore, if they were to do something that is generally not proper, which is in this case, drinking the confiscated beer, their actions would actually be socially accepted since they are people who are of higher authority than a normal civilian would be. The use of classical conditioning as a comparatively weaker impact to the audience in contrast to the use of observational learning. Since the stimulus of classical conditioning does not naturally bring about the response or interest to the beer, it can easily be forgotten if it is not reinforced.One-way for Heinlein to resolve this problem is to keep on playing the commercial. However, they would have to bear the costs incurred, and not forgetting, the contempt from irritated viewers who are forced to view the annoying commercial over and over again. 3. 2 Memory theory For this commerc ial, under the psychological theory of Memory, it â€Å"attacks† the ewer's sensory memory, specifically the Echoic Memory. Thus, it makes the viewer able to react to the annoying singing by remembering the commercial better since it is using the audio element to etch the product into the viewer's minds.The audio element is supposedly the most prominent sensory element of the commercial. Hence, the commercial will be played over and over again in the viewers' mind. The point is, the viewer does not even have to view the commercial visually to have the desired impact of the commercial on the viewer. As mentioned before, the audio element is the strongest agenda of the whole commercial. For this commercial, using the same psychological theory of Memory, the commercial is appealing to the viewer's sensory memory, especially the Iconic Memory to remember the product.As can be seen, we can work out with an example from the commercial that, the when the man buys the bottle of Scrab bles beer, and the cashier hands the buyer a soft toy, saying that it is a gift from buying the beer. â€Å"diamonds†, and the beer was confiscated along with him. Also, the makers of the commercial â€Å"attacks† the viewer's minds in which that they ill remember that the buying the Scrabbles beer is so good that, the police officers are enjoying themselves so much.Since the policemen, as mentioned, are people with authority, drinking the Scrabbles beers that they confiscated are seemingly more significant. This also portrays a powerful signal that the beer can even tempt the authorities under work obligations. Hence, such actions are being socially accepted, therefore, the viewer's implicit memory would subconsciously steer the viewer to buy Scrabbles beer. Both uses the same sensory theory and the only different is one, echoic and another, conic.Most commercial uses the echoic memory to remember, which in the Heinlein commercial you do not even need to use your eyes to watch and Just hear the songs they are singing is enough to serve the purpose. 3. 3) Motivation Theory Motivation is the factor that directs and invigorates the behavior of humans. Often, human motivation is driven by the intention, or arousal of achieving a goal. Primary drive are related to the biological needs that often helps to fulfill our basic needs, whereas secondary drive are prior to experience and learning that has no direct impact on our biological needs.In the two commercial that we have chosen, we can say that both commercials applies the secondary drive as both brings out the needs of a person to drink beer brought about by previous experience or learning. The main aim of the commercials that we have chosen was to motivate and attract the viewers to drink the respective brand of beer. Suggests that motivation stems from the desire to obtain valued external goals. The commercial started off with a seemly strange tagging – at least it is not common in most co mmercials that we see nowadays. It says, â€Å"It seems some people didn't take the last Heinlein commercial seriously.Although viewers might first think the commercial is trying to reprimand them, but it is actually indirectly motivating viewers to direct their attention on the commercial, simply because they do not want to be wrongly accused of â€Å"not taking commercial or anything seriously' and end off with a message when they got the attention by saying, â€Å"Remember, buy Heinlein, or we'll keep on running these commercials. † This suggests the determination shown by the commercial in motivating viewers to at least try the product, and that reignites the desire of consumers to obtain the beer – external goals.Furthermore, it also intends to serve as a constant reminder to consumers to realize their highest potential through drinking Heinlein instead of other brand of beer. Scrabbles In the second commercial, more than one approach can be applied to the adver tisement. Arousal Approach explains the increase of the stimulation and activity where people are willing to take the risk of getting caught by the police when purchasing the Scrabbles beer. Incentive Approach motivates people to buy Scrabbles beer, even the police whom are seen as protectors of the local people themselves are drinking Scrabbles.Hence, the impact and motivation, the local people receive when they revere to the police gives them the desire to obtain the same beer as their ‘protectors'. For Cognitive Approaches, the intrinsic motivation shows that the people are willing to buy the Scrabbles beer as it stimulates excitement for their own enjoyment whereas the extrinsic motivation, recognize the effort and give the soft toy as a reward. The need for affiliation was also applied on this commercial, the people who have seen the commercial will tend to follow what the police officers do because as the law enforcer, they themselves are drinking the confiscated Scrabbl es.Therefore, drinking Scrabbles would be seen as a gateway in establishing bilateral ties and maintaining relationship with the police. This commercial also motivates the viewers to realize their sense of self-actualization, the state of self-fulfillment, which is the highest level of Mascots Hierarchy, in which people realize their highest potentials, as the Scrabbles beer is now within their reach. Both commercials in this case use different styles and strategies in motivating consumers to purchase their products.In the Heinlein commercial, it uses the reverse psychological principles whereby it is indirectly motivating consumers to buy the Heinlein beer and it consists of symbol captions, which enable the viewers to establish inner thoughts to achieve constant memory of the product as well as incur the desire to try or even have the product. As for the Scrabbles commercial, it uses a more direct style and hence is clearer to understand. It motivates consumers as it consists of v arious theories of motivation, which gives several different perspectives on motivation.Furthermore, it adds a lot of humbly into the commercial that requires consumers to reflect on the purpose of the commercial and what it signifies. For example, firstly the diamonds are hidden in the soft toy, and the police confiscate the toy containing the ‘stolen diamonds' together with the Scrabbles beer. One scene where the innocent customers are trapped within a cell gives the impression of being ‘locked'. However, at the same time, the policemen are having a great time enjoying the confiscated beer.Hence, the Juxtaposition of the two agendas is basically trying to reinforce the point hat, without the beer, you would be miserable as signified by the customers being locked up and feeling miserable, yet at the same time, when you have the beer, you would be at the top of the mountain as portrayed by the policemen merrily drinking away. These metaphors and symbols are worth looking into as they indirectly motivate viewers to buy the beer and act as an unconscious motivation tool. 3. 4) Social Psychology Theory This commercial uses the Persuasion Theory. It is a process of changing attitude.