PROTOTYPES IN THE GRAPHIC DESIGN PROCESS Research Paper

PROTOTYPES IN THE GRAPHIC DESIGN PROCESS - Research Paper Example It is their use that is referred to as prototyping. Through prototyping, which is a method of generating possible solutions and subsequent evaluation of the effectiveness of the solution in solving a problem, designers can make solutions before analysis. The discussion that follows under is all about the importance of prototyping to designers and their roles in the creation of prototypes which are fully functional for the ever-changing user interfaces. Graphic design regularly alludes to both the procedure of designing by which the correspondence is made and the results of designs which are produced. Graphic designers likewise receive arrangement based procedures by first creating potential arrangements. They then check to what degree the produced contemplations can take care of the issue. This strategy is known as prototyping. The idea of rapid prototyping as it applies to the graphic design process, is to create learning experience in a design assessment cycle that proceeds for the duration of the life of the relevant project. This cycle, which is well known as the spiral cycle or layered methodology, is thought to be iterative, implying that items are persistently enhanced as this cycle in the rapid prototyping proceeds (Danis et al. 2000, p. 17). The rapid prototyping gives the designer to start with the low fidelity such as a paper and a pen, then advances to a higher fidelity prototype. There are two types of prototypes that can be developed, that is, the vertical prototypes with less features on the screen and the horizontal prototypes with the whole screen having no underlying functionality. The prototype has got a good number of profits which includes; a prototype allows th e designer to make a more exact finished item. It provides for him or her capacity to apply finish control over discriminating design points of interest,

Consumer Behaviour within LOreal

Consumer Behaviour within LOreal In the latter half of the 20th century a rapid growth of the global market resulted in a significant increase in the amount of brands and products present in most, if not all, industries with a focus on the end consumers. Companies are obliged to identify the underlying aesthetic reasons for the consumption as consumers have access to numerous choices. This alteration causes a need for differentiation in order to beat the competition by offering products that not only fulfil basic needs but also add value to the lifestyle customers desire to be a part of. Such brand intangible features of the brands that do not include any explicit qualities, are vital for providing exclusive aesthetic experiences for their customers. The objective of a company is to create an image, a sign of recognition and quality (Schmitt Simonson, 1997). Positive memories created in consumers minds can provide loyalty and premium price setting in the future as people are keen to return to the brands that previously delivered trustworthy satisfaction. The expansion of benefits of a strong brand is crucial (Keller Lehmann, 2006). The company behind the strong brand may, for example, gain easier access to new markets by utilising a brand extension- the process where novel products are released under the existing brand. This strategy effectively stimulates a feeling of recognition and approval the consumer might have towards the original brand line. The professional hair care industry serve as a good example where creating an aesthetic experience plays a big part in influencing consumer behaviour. For instance, we have experienced that many styling products often serve little utilitarian purpose and are not necessarily useful from a practical point of view; nevertheless these products seem to create intangible value and significance for the user. Professional styling products are being sold exclusively in hair salons and departmental stores where a symbolic atmosphere is created. The whole buying process is shaped around generating a social interaction, impulse and feeling. As a result hair product customer is not only influenced by the companies visual output but also by becoming emotionally connected with organisational values and beliefs. People often purchase products spontaneously without any clear consideration whether a certain product is actually needed or worth the price paid. Mick DeMoss (1990), suggest that this self -gifting phenomenon is provoked by the endeavour to motivate and indulge, relieve stress or just do something nice for oneself. Paula Begoun, author of the book Dont Go Shopping for Hair-Care Products without Me (1999), explains in an interview to CBS news (2005), that wasting money is not beautiful at all and asks the question: What is sexy and attractive about rinsing money down the drain? She finishes with the statement that, There is absolutely no difference between expensive products and inexpensive products, and I say that unequivocally. Why do people buy expensive styling products although there are cheaper, easily accessible hair care alternatives? Does the answer rest in getting cleaner, shinier hair or to obtain a confirmation that individuals by using these products will feel beautiful and indeed fit in the picture organisations create? Lastly, are there winning strategies for organisations to pursue in order to beat the competition in this multi-billion industry? This essay discusses the consumer buying behaviour for hair care products. This paper also discusses how marketers address these consumer behaviours using LOreal as an example. Consumer buying behaviour Society, individuals and organisations create a never-ending cycle in which the three largely affect each other. In order to be a part of the society, people have to fulfil certain unwritten norms and communicate in a way that is widely accepted and understood by other members of that same culture (Bowditch Buono, 2005). Consequentially, individuals often base their purchases on these premises to fit in within the group. According to McCracken (1986) this is a cause for organisations to constantly redevelop their product lines in order to match the expectations in society. When this occurs, cultural norms are passed on in products. When these later are purchased the meaning is once more shifted, this time to the customer, and the continuous cultural circle of society, individuals and organisations transform once more (please refer to the figure below). Figure: Transfer of cultural meaning, McCracken (1986). Beauty is a subject which is difficult to grasp especially since it is perceived differently and related to various cultural or social norms. Beauty might be seen as a powerful tool that can help one to achieve higher ambitions which might be significant for future growth and development (Hamermesh Biddle, 1994). According to Eco (2004), the word beautiful expresses something that we are fond of, enjoy looking at. For that reason a sense of personal fulfilment as well as indulgence is created (Prettejohn, 2005). Hair styling has emerged as one of the key fashion points in recent years as individuals, particularly young consumers realise that styling hairs in a trendy manner has an impact on peoples perception of their fashion sense. Hair styling is particularly interesting for consumers because hairstyle is one aspect of appearance which can be set in different styles as compared to rest of the face which the individuals can do little about except for wearing makeup. Aesthetics is defined by Berthon, et al., (2009) as a science of perception that relies on our ability to distinguish value or significance in the object of interest and thereby develop taste. In advertising beauty is produced by aesthetic images and symbols which are interpreted by consumers (Vacker, 1993). For that reason, as Schmitt Simonson (1997) state, aesthetics can be used as an influential tool for organisations to differentiate their products with. However, emotions can be easily abused by organisations and hence produce a false view of the scientific truth (Jensen, 1999). For instance, illusions can be formed by companies, that state that certain products are better than others and that customers gain more for the money they pay. As a result the companies will neglect the truth as long as consumers are convinced that the information is correct. Jensen discusses the problem further by claiming that a false rationality is eventually created in order to justify the purchases made. There is extensive scientific documentation that aesthetic experience undoubtedly affects consumer behaviour in several ways (Berthon, et al., 2009; Hirschman, 1983). Further, by using experiential and sensory marketing strategies (Schmitt, 1999), closely studying consumer attitudes and preferences (Gupta, et al., 2008), creating symbolic (Levy, 1959) and emotional (Bauman, 2001) values organisations can produce a luxurious and overpowering feeling of desire (Belk, et al., 2003) that hopefully end in both increased profits and improved consumer value. Thus, it is essential for organisations to identify what consumers desire, often before they actually know that themselves, and use the marketing strategies to enhance that desire. LOreals marketing strategy involves using attractive models with different hairstyles; Using these models LOreal creates a false perception among consumers that using LOreals products will make them look like the models. LOreals models use extensive makeup which highlight the fact that LOreals consumers are very sensitive about their appearance and may use lot of make up as well. Another key aspect of LOreals marketing strategy for hair care products is using models with different skin colours. This could be a strategy to improve the aesthetic appeal of LOreals hair care products. One key aspect of LOreals marketing strategy is to advertise a single shade of a hair colour. For example; when it advertises red hair colour, all the models in the advertisement will be wearing different shades of red hair colour only. 2.1 Emotional experiences Franzen Bouwman (2001) state that individual perceptions and memories are linked to emotional reactions. The cognitive part of the human brain reflects, analyses and makes decisions, the emotional part of the brain, on the other hand, reacts spontaneously on the perceived external stimulation. When a person is exposed to new information the brain has to make a choice whether or not, or to what extent he has to pay attention. Emotional experiences are actual impulses that cause human behaviour and it is possible to identify two types of recollections of emotional experiences; implicit and explicit emotional experience (Franzen Bouwman, 2001). People perceive most marketing unconsciously and superficially but they are still influenced by it in the future purchasing behaviour. As a result a perception of the brand can be seen as unconscious and implicit unless it has already been connected to concrete experiences which have led to explicit cognitive recollections (Franzen Bouwman, 20 01). LOreals marketing strategy is to market LOreal as a wholesome brand rather than as individual product lines which means that when consumers actually decide to purchase any product they are likely to remember LOreal brand. Through a multi-sensory experience, created by sensory perceptions, people respond to external stimulations as well as they react to emotional images which are either consciously or unconsciously. This creates possibilities for hedonic consumption which is, as explained by Hirschman Holbrook (1982, p. 92), a phenomenon that: designates those facets of consumer behaviour that relate to the multi-sensory, fantasy and emotive aspects of ones experience with products. It is essential for companies to identify the symbolic meaning of consumer goods which are increasingly becoming a part of our consumer identity and image. Symbolic meaning of hair care products such as hair colour is to give the hairs a colour which matches the personality, mood, occasion and the rest of the attire. This is often witnessed in case of air colour advertising by LOreal as often the products are advertised using models who are wearing the clothing and makeup which matches the hair colour. Thus, LOreal tries t o symbolise hairs as one part of the body which needs to be dressed like rest of the body to make the look complete. For hair care products, LOreals marketing strategy is to highlight the hairs as the most important part of the looks. This is often done by highlighting the hairs so that everything else looks meaningless (as is evident from some of the advertisements shown below): All these advertisements highlight hairs as the main part of the look. By highlighting the hairs as the most important part and noticing that it is possible to alter the appearance of hairs (by styling and colouring), LOreal tries to convey the message that it is possible to achieve the model looks. In other words, the highlight are the hairs which have been treated with LOreal products which means that the looks of the model in the advertisement are a result of LOreals product and hence the consumers can get the same looks if they use LOreal products. 2.2 Consumer behaviour and human needs When clarifying the consumer behaviour several authors describe purchases from a need-goal perspective (Schiffman Kanuk, 2000). With some difference in terminology they explain how a need is created for a human being, for example, a feeling of hunger or the aspiration to become an esteemed member of society. Maslow (1943) presents a hierarchy of needs and argues that the level below is always more important than the one above. The lowest level consists of what could be called innate or primary needs and higher up in the pyramid are the acquired or secondary needs. The above example of being an esteemed member of society fits into the second highest of these levels labelled esteem). Figure: Maslows pyramid. The levels represent different parts of the hierarchy. Needs work as motivation to reach a goal that can be generic or product-specific (Schiffman Kanuk, 2000). A generic goal to cleaner hair would be shampoo; a product specific goal would in turn be shampoo from one of the various brands in the market. LOreals marketing strategy targets both. For example, for hair colouring products, the generic strategy can be good and trendy looks while the product specific strategy can be to market LOreal hair colour products. LOreal extensively uses its brand name in marketing LOreal products 2.3 Marketing Gagliard (1996) explains that when the object is being experienced in a physical, tangible reality it is acknowledged through sensory experiences. Organisations can, in this context, be seen not only as physical settings that produce products but also as a brand with the capacity to nourish and promote peoples senses. Artefacts can be defined as a form of message, existing either independently of its creator, or being perceived by the senses. Through these, organisations can contribute to promoting their goals. According to Franzen Bouwman (2001) a brand can be defined as a sign or a symbol of recognition in form of logos, labels, names and colours which evokes associations in people and is commercially linked to saleable goods and services. It is a source of value to both consumers well as the companies. By maintaining a strong brand firms achieve loyalty and steady future sales. LOreal invests significantly in advertising LOreal brand. In fact, the brand LOreal is highlight of almost all marketing communications that the firm undertakes irrespective of the product. By highlighting the name LOreal experts the firm aims to send a signal that it is expert and hence trustworthy at producing the particular product. LOreal also uses the word Paris in its branding; this is to associate LOreal with Paris, the Meccah of fashion. Associating a brand with Paris automatically symbolises a high end fashion product and this strategy is wisely used by LOreal to influence its customers who may exhibit d esire for French fashion. Around the very core of the product there are a more or less equally valued attributes. Not only is a shampoo a hair-cleansing device but there are several other aspects that are taken into consideration during the creation process. Such attributes include quality, design, package, colour, smell and much more. LOreal packs its products in high quality packing with glossy covers. There is also product specific packing; for hair colours the packing will contain the face of a model with the same colour as the one in the pack. This is informative packing as LOreal aims to educate the consumer about how the hair will look after colouring using that particular colour. This is often done to reduce customers disappointment; for example, if detailed picture is not given, consumers may use the colour only to find that it does not look the way they hoped it to and this may lead to divorcing the brand altogether. To avoid this, LOreal, or in fact most of hair colour manufacturers provide an imag e of a model with the same hair colour. Gardner Levy (1955) define the brand as more than a label, established to distinguish the company from its competitors. Instead they view it as a symbol which makes up a complicated net of various attributes which are sent out by the company. Later these are interpreted and re-valued by the customers and results in an overall public image. For the company, the feelings and attitudes the customers have towards the brands are essential not only to promote and sell any current products but also to attempt to launch new products under the same brand umbrella. This view of the brand as a symbol that creates awareness, loyalty and associations has later become known under the summarising definition brand equity (Kotler, et. al., 2005). As Franzen Bouwman (2001) puts it, brands that succeed in strategically linking emotions to them are generally connected to products that have something to do with these emotions. In other words, when the emotional response reflects the brand and also the very product itself, the brand-owner has succeeded in what all companies seek to do today, to create a unified message to the consumer. 2.3.3 Sensory marketing Consumers respond to the overall product or service characteristics, both tangible and intangible, produced by a total product offering. Through sensory marketing, appealing to the consumers through smell, music, design and taste, companies not only differentiate their image and create a strong identity but also construct an overall satisfactory personal experience. The figure below shows how the bodily senses; either separately or in a combined way, creates an experience and reaction from the consumer. Figure: Senses attributing to a combined customer experience, Hultà ©n et al. (2008). For example, the sight sense comes through the visual images such as product design, packaging or particular style. It is essential for people who consume the final product to make sure that they can see the product of interest. LOreal achieves this by providing the customers wit the image of a model wearing the same hair colour as the one in the pack. Kotler (1973) suggests that the key factor is actually the place, or in other words the sensory quality of the space in which the product or service is purchased. In some cases it is more influential than the offering itself and can overrule the primary product.. The right atmosphere does not only draw potential customers but also send a message about its position or status and therefore increase the probability for future purchases. The importance of the possibility for a purchase and the atmosphere is presented by Kotler (1973) below: Figure: The Casual Chain Connection Atmosphere and Purchase Probability, Kotler (1973). The place aspect of advertisement is addressed by LOreal by selling its products through departmental stores and hair salons. 2.3.4 Experiential Marketing This theory states that consumers are viewed not only as rational decision makers, concerned with functionality and personal benefits, but as emotional human beings, willing to achieve something extraordinary, for instance a memorable and enjoyable experience (Schmitt, 1999). This is a strategy often used by LOreal who aims to market the message that by using its products it is possible to achieve model looks. As mentioned earlier, this is done by highlighting the hairs in the marketing images to suggest that hairs the most critical aspects of particular models looks and that the looks of these hairs is because of the marketed LOreal product. In other words, use this particular product and you can look the same. By generating the uniqueness effect and selecting certain attributes that purchasers value, organisation are awarded with premium price which exceeds the extra costs required for the differentiation (Porter, 2004). Figure: Difference in price consumers are willing to pay for professional and retail products. The figure above shows the price difference in products which consumers are willing to pay. The question mark represents the unknown factors that enable consumers to buy professional hair care products at such a high price compared to retail alternatives. LOreal hair colour products are in mid to expensive range and cost more than many of its rivals. These products may be strategically priced a bit high to increase their symbolic value. For example, if hair care products are priced to low, consumers may perceive the product as low standard. Raising the prices Too much would have an impact on the consumption level; consumers will either not buy or will not use the product that frequently. The problem with the latter is that if the consumers tend to become satisfied with their looks without using these products, they might stop the consumption of these product altogether. It is important for these firms to maintain the desire for these products and hence products are priced to stimulat e consumption. Conclusion In conclusion LOreal uses it marketing strategy according to desire aspect more than anything else. It selects the targeted consumer segments and addresses the desires of this consumer segment by using appropriate marketing signals. LOreals marketing strategy involves proving to the customers that it is possible for them to achieve the same looks as the models in its advertisements by using LOreal products. 2,968 Words

White-Only Scholarship Controversy :: Diversity Equality Racism Essays

Diversity, a word often heard growing up. In high school diversity was an issue that was pushed repeatedly. I attended a school that had a student body of over 2000 students, in which diversity was not really an issue. As time passed I found that diversity affected my life more and more. As college neared filling out applications became more of a ritual, and I found that by being born into a white middle class family would hinder my financial status rather than help it. Recently an article appeared in the Iowa State Daily, which addressed the issue of a white-only scholarship. In addition to the scholarships offered to members of the minority races, a scholarship should be offered to the members of the decreasing majority. Whites or Caucasians make up a group just as Native Americans, blacks, and Hispanics do. The one thing that separates whites from these other groups besides skin color is the fact that for each minority group, there are several scholarships that pertain to each. As a nation we have placed a great deal of emphasis on making sure the minorities are getting equal opportunities, but we forget that there are members of the Caucasian decent that need assistance as well. Most times minorities are the ones that need financial assistance in a college situation, but we have forgotten that there are white families that have grown up in the same neighborhood as these individuals, who also need financial assistance. This is why the idea of a white-only scholarship is not so unrealistic. A group of students attending Roger Williams University have created a Whites-only scholarship to initially protest affirmative action. This protest however has snowballed into the real thing. This protest has now become a $250 scholarship available to only white students. This award shows America that whites are becoming the minority, and no matter how much we fight it, it is going to become a reality sooner or later. This then opens America’s eyes and shows them that by being a minority there are more opportunities for financial aid based on skin color than there are for whites. This said, there should be at least one scholarship for just whites to counteract the many minority scholarships available to other races. â€Å"Many people think that coming from a white background you’re automatically privileged, you’re automatically rich, and your parents pay your full tuition.

Rheumatoid Arthritis Essay

Rheumatoid arthritis (RA) belongs to a class of autoimmune disorders that cause chronic joint inflammation as well as inflammation of the tissues surrounding the joints (Goronzy & Weyand, 2001, p. 55). Other organs in the body are also affected when the cells fail to differentiate self from non-self. The failure of the immune cells to differentiate the body’s own cells from the foreign or intruding cells leads to autoimmunity where the immune cells attack the body’s own cells. Usually, the immune system is organized in a way that it seeks and destroys the body’s invaders particular the pathogens. The antibodies in patients with autoimmune diseases always target the body’s own tissues and cause inflammation. The effects resulting from the self-attack spreads to multiple body organs and this condition is commonly referred to as rheumatic arthritis (Arthritis Foundation, 2010). Epidemiology Rheumatoid arthritis is perhaps the commonest of all rheumatoid diseases and it affects about 1. 3 million people in the U. S alone (Arthritis Foundation, 2010). Women are three times as riskier than men to be afflicted by the disease although the disease is common among all races in equal magnitude (Clair, Pisetsky, & Haynes, 2001, p. 1). The numbers of women suffering from rheumatoid arthritis are currently on the increase despite the recorded decline in numbers a few decades ago. The use of contraceptive pills containing insufficient estrogen as birth control measures has been blamed for the reduced immunity among women thus the increased cases of RA (Clair, Pisetsky, & Haynes, 2001, p. 5). Environmental factors such as cigarette smoking are also to blame for the increase in disease cases among women. Although the general smoking rates have declined in the United States, the rates of women smokers, separately considered, have not declined though. While genetic factors such as the role of human leukocyte antigen (HLA) DRB1 alleles have for long been suspected to cause aberrations in proteins in immune cells, this has not been proved yet (Clair, Pisetsky, & Haynes, 2001, p. 5). The risk among women has also been linked to the deficiency of vitamin D. Rheumatoid arthritis usually afflicts individuals of a wide range of ages although it is commonly begins after one has attained the age of 40 although it is rare beyond the age of 60 (Silman & Pearson, 2002, p. 267). It has also been shown that rheumatoid arthritis can occur in multiple members of the same family. This observation suggests the propensity that the disease is inheritable (Goronzy & Weyand, 2001, p. 55). A specific gene is suspected to be the underlying reason for the strange behavior of the immune cells attacking the body’s own cells. Pathophysiology and Pathogenesis Arthritis refers to some form of inflammation that occurs at the joints. Joints are points where two bones join each other and are critical for locomotion process. Rheumatoid arthritis results to the inflammation of the joint which is accompanied with severe pain, swelling, redness and stiffness in the joints. Rheumatoid arthritis can also lead to severe inflammation in tissues surrounding the joints such as ligaments, tendons and muscles. Chronic inflammation in some patients with rheumatoid arthritis can result into complete destruction of the bones, cartilage and ligaments thus leading to serious joint deformities. Usually, destruction of the joints can occur in early stages if development but gets worse as one advances in age (Arthritis Foundation, 2010). The main cause of RA is not well known although bacteria, viruses and fungi have for long been in the suspect list without any of the biological agents been proved. As for this reason, intensive research efforts are being invested in the identification of the causal agents for RA. Genetic causes and environmental infectious agents have been associated with the deranged immune system which goes out of control and attacks the body’s own cells (Goronzy & Weyand, 2001, p. 55). The deranged immune system results into massive joint and organ inflammation which leads to rheumatoid arthritis. The common organs affected include the eyes and the lungs. Specifically, the activation of lymphocytes marks the start of the process of inflammation. In the inflamed cells, a number of chemical messengers are expressed including the interleukin-1 (IL-1), interleukin-6 (IL-6) and tumor necrosis factor (TNF) (Gupta & Fomberstein, 2002, p. 3). Symptoms of Rheumatoid Arthritis Patients suffering from rheumatoid arthritis experience episodic inflammatory symptoms depending on the extent of individual tissue inflammation. The disease is overly active following extensive tissue inflammation and becomes inactive after inflammation has subsided. The condition undergoes remission following treatment or spontaneously and this can last for several days to years. In remission stage, patients feel well again until the conditions flares (return of symptoms and course of the disease). Active symptoms of RA include energy loss, lack of appetite, fatigue, joint and muscle pain, stiffness and low-grade fever. The reddening and swelling of the joints at the point of inflammation is indicative of RA. The joints also become tender and overly painful and the synovium, which is the tissue lining the joints, gets inflamed leading to overproduction of joint fluids or synovial fluid (Clair, Pisetsky, & Haynes, 2001, p. 26). The inflammation of the synovium (synovitis) results mainly from its thickening. A number of organs and other body parts are affected in rheumatoid arthritis because the disease is a systemic condition. Specifically, the disease affects several body joints which are inflamed in a symmetrical manner mainly involving the small joints of the wrist and the hands (Clair, Pisetsky, & Haynes, 2001, p. 12). The wrists and the hands are affected and the patients afflicted by the disease get it difficult to even open jars and turn door knobs. RA also affects a number of small joints of the feet. However, when a single joint is affected, the arthritis presents as joint infection or gout. Damage to tissues, bones and cartilages results from chromic inflammation and this can eventually lead to a complete cartilage loss and bone and muscle weaknesses and erosion. Joints will become deformed, destroyed or may completely lose function. The vocal cords can be affected to a level of influencing the voice tone. The effect to the cricoarytenoid joint has been suggested to influence the voice tone and cause voice hoarseness of the afflicted individuals. Inflammation of the glands located in the mouth and eyes often cause dryness, a condition known as Sjogren’s syndrome. Chest pain associated with shortness of breath, deep breathing or coughing results from pleuritis or the inflammation of the linings of the lungs (Clair, Pisetsky, & Haynes, 2001, p. 18). Lungs tissues may become scarred, inflamed or rheumatoid nodules may form in the lungs. The pericardium or the tissues that surround the heart may become inflamed (pericarditis) and lead to massive chest pain especially when afflicted individuals lean forward or lie down (Clair, Pisetsky, & Haynes, 2001, p. 19). The total erythrocytes and leucocytes count immensely reduces and a reduction in red blood cells leads to anemia while a decrease in leucocytes results to the enlargement of the spleen, a condition known as the Felty’s syndrome (Clair, Pisetsky, & Haynes, 2001, p. 17). The region around the fingers and elbows may experience firm lumps known as the rheumatoid nodules (Clair, Pisetsky, & Haynes, 2001, p. 16). While rheumatoid nodules do not lead to any significant symptoms, they can be infected occasionally. In RA patients, the nerves may become pinched around the wrist area and result to carpal tunnel syndrome. While it is rare for patients to suffer from vasculitis, the condition is one of the serious complications associated with RA and can totally impair the supply of blood to the tissues and lead to necrosis or tissue death. In vasculitis, tiny black spots around the beds of nails or ulcerations of the legs are commonly visible. Treatments To date, there is no specific known treatment for rheumatoid arthritis. However, modern interventions have been directed towards reducing pain and inflammation of the joints and maximizing the functioning of the joints. With proper management such as X-ray monitoring, the damage to joints and improvement of joint functions can be achieved. A combination of medication, sufficient rest, joint protection, patient education and exercise to strengthen the joints has been proved effective (Clair, Pisetsky, & Haynes, 2001, p. 146). The treatment plan is not uniform among all patients but depends on the disease activity, general health of the patient, the age and occupation of the patient and the type of joints affected by RA. In all the treatment plans, there should be total cooperation between the patient, doctor and the family members. There are two main classes of drugs used in the management of RA: the first-line drugs or the fast-acting drugs and the second-line or the slow acting drugs. Among the first-line drugs include aspirin and corticosteroids such as cortisone which are used in the management of joint inflation and pain. Second-line or slow acting medications, also known as disease-modifying antirheumatic drugs (DMARDs) include agents such as methotrexate, hydroxycholoroquine and gold (Arthritis Foundation, 2010). These agents increase the chances for disease remission and prevent any progressive destruction of the joints but do not act as anti-inflammatory agents (Arthritis Foundation, 2010). Since the level of destructiveness from RA varies with individuals, treatment options also differ among individuals. For instance, patients with less destructive forms of RA can be advised to have sufficient rest or given analgesic or anti-inflammatory drugs to manage the condition. Second-line medications can be administered in a timely manner to improve the function and minimize joint destruction and disability within a short period following disease diagnosis. However, a great percentage of individuals suffering from aggressive form of RA require second-line drugs like methotrexate as well as the anti-inflammatory drugs. Different second-line drugs can also be given in combination regiment. In severe deformities of the joints, surgical procedure may be recommended to correct the deformities (Arthritis Foundation, 2010).

In My Grandfather S Footsteps

Cacao's. Even until this day, have people telling me â€Å"Your grandfather would be so proud of you† or â€Å"l hope you end up just like your grandfather one day. † In these very moments, I feel this great sense of satisfaction run through my body. Not one person has fulfilled his footsteps in becoming a physician, and I would be honored to become the first. My hero is no one other than Dry. George Cacao's. From the stories I've heard, he was never in it for the money. To the families that had no insurance and couldn't afford healthcare, he would set up private appointments at his house.Until this day, people say he worked miracles on children. No matter how much time or labor it cost him, he made sure his patient's health improved; he would stay awake in worry and even crying at the fate of one of his sick patients. My grandfather truly loved his job, and he will always be the heroic figure in my life. My grandfather died of bone marrow cancer at the age of sixty yea rs old. It was a long, painful death; he was ill with this cancer for over 15 years. All the knowledge he possessed about medicine, all the experiences he had with patients, and all the lives he paved, could not save his own.There's a quote that says â€Å"Only the good die young,† but I can't completely justify that. Yes, my grandfather did die at a relatively young age, but the influences he made and the legacy he left behind will be cherished and live on forever. The more I think about this and all the sacrifices he made for his patients, the more I get inspired. Looking back on his career, Dry. Cacao's has guided me a path in his footsteps. He has shown me that determination, dedication, and a big heart can lead me in becoming a physician.The ultimate goal in my life is to be a physician and that starts with a college education. Dry. Cacao's stressed to his kids to stay in school and learn as much as possible, but to have fun doing it. I aspire to impact people's lives as much as my grandfather did. If can be the heroic figure to someone that Dry.