Ethical Pursuations Essay Example for Free

Ethical Pursuations Essay Each of the three different theoretical approaches proposed for public relation ethics has admirers and detractors as well. All the three theories require practical ways of incorporating them into public relation campaign, using the suggested pyramids (Barney Black 1994:233-244). Virtue ethics involves fostering a strong internal moral compass to guide anyone in choosing the right action. It requires one to first develop ethical judgment by stimulating the moral imagination in order to recognize ethical issues. This can only be achieved in a campaign through ethics brainstorming sessions or ethical reflection time, and this is where individuals considered ethical implications and report back to the team or through discussion with an independent ethics consultant, who could then highlight potential ethical issues in the upcoming campaign and stimulate debate on appropriate approaches. This approach allows other virtue tests that accord with their values and enables them to set relevant virtue objectives to be revisited and tested at the end of the campaign. Virtue ethics becomes a formative step in public relations process, rather than a reactive process once a problem arise. However, it is flexible, by the fact that in the middle segment pyramid, each of the facts used can be assessed in the campaign using a virtue approach tactics. Virtue ethics clearly has benefits for practitioners who are seeking ethical guidance but many times it is be inadequate alone. For example tests using external virtue referents like a ‘significant other’, are ‘at odds with the idea of developing virtues by purchasing the internal goals of a practice’ (Baker Martinson 2001: 148-275) Deontology involves following a prescribed set of duties or obligations for example, religious rules such as ‘Thou shall not lie’, and one of its common deontological positions in public relations is advocacy, and this is the belief that provides practitioners specific behaviors that are ethical against an agreed standard like a professional ethics code at the same time, they can easily promote clients self-interests above all other interests when compared to virtue ethics and consequatialisim; in addition deontological approaches are also useful in the campaigns communication phase and this enables them to assess ethics of messages and communication outputs when compared to virtue ethics, as well as consequantialism. Their approaches are useful because they clarify the limits of reasonable behavior by providing absolute prohibitions, and directives for specific acts, however at times, although occasional their inflexibility can be problematic (Baker 1997: pp. 197-210). Lastly but not least, consequantialism uses the approach of judging actions by their customers. One of the well-known techniques of consequentialism is ulitarianism; where an assessment is made of who has been affected, and determines in what ways, and consequently the right action that is supposed to be taken which creates maximum total benefit. Their main method of determining the outcome involves drawing a flow chart or a mind map which is cumbersome. Their only closest related test is the benefit or harm assessment, in which calculation is made about whether the benefits to stakeholders outweigh the harm (Baker 2002: 191-205). The approach is clearly a very crucial component of public relations, but on its own at many times it obscures the means used to obtain a desired outcome, for instance, a pure consequantialist can endorse a lie if it ultimately resulted in more happiness or a more wide-spread benefit than truth-telling (Barney Black 1994:244-248). Conclusion The two approaches; virtues ethics and consequentialism to public relations have benefits but they have serious limitations. One can only manage these limitations by using deontological approaches, because it has a high persuasive power with respect to public relation practitioners.

AMD And Intel Processor Comparison Information Technology Essay

AMD And Intel Processor Comparison Information Technology Essay AMD processors offer three ranges high end, middle and end basis. There are three processors each category. Category consists of high end AMD Phenom II X6, AMD Phenom X4 and AMD Phenom II x2 II. Phenom II X6 is the first six-core AMD processors are intended for the optimum level of performance and very high. Phenom X4 II is equipped with quad-core Phenom chips and chip-II X6 is specifically designed for the very unusual use of quality multimedia and advanced applications.Phenom X2 II 2 core processor is the capacity to ensure high performance is good overall with a very economical price. Category consists of mid-end AMD Phenom X3 II, II, and AMD Turion AMD Turion Ultra II. II Phenom X3 is a customer of class 3 core processors with 64-bit computing capabilities, designed to provide optimum performance with economy pricing. Both Turions multimedia products designed for the perfect and most of them come with an AMD or ATI graphics, of course, at a very economical price. AMD is the AMD Sempron basis, AMD Athlon and AMD Athlon X2 Neo Neo. Considered best for mobile computing, AMD Sempron is a popular choice for low budget desktop and laptop. The processor is suitable for very basic computing needs such as browsing the Internet, the basic functions of the office and e-mail. Neo Neo Athlon and Athlon X2 comes with a lower processing power and economic strength of customers and most are found in netbook and nettop. Because the integrated ATI graphics, the processor also offers basic feasible multimedia output. Intel Processors Not to be outdone by AMD, Intel is a serious competitor when it comes to Intel and AMD processor comparison. Similar to AMD, Intel also offers a range of three processors the high end, mid end and the base the first category consists of three and the rest consists of two products. High-end consists of the latest series of Intel Core processors i Intel Core i3, i5, and i7. Core and Core i7 i5 comes with 2, 4 or 6 (there is only the Core i7) and the ability of 64-bit processors. Both come with Hyper Threading technology and Turbo Boost. Turbo Boost technology ensures increased overall performance and handling aspect as the number of active cores, power consumption, processor temperature, etc. Core i3 also has this feature, except Turbo Boost technology. Core i5 has a cache memory is lower than the i7. Mid-end range includes Intel Core 2 Duo and Intel Pentium Dual Core processor. The former offers two core processes that improve the gaming and multimedia output. This last is based on Core micro-architecture and a decent multimedia output. Basic Intel processors, including Intel Centrino, Intel Centrino Duo and Intel Atom. >Power Consumption When we look to overall power consumption of a system, Intel definitely suffered the early downfall . Its Pentium 4 processors had a very bad reputation of 150W TDP. Intel tried to solve the problem in its Intel i7 960 processor, which goes to less than 95W TDP. But, experiments have still proved that a machine running on an Intel i7 960 processor consumed, at least 7W more power, than an AMD Sempron . But in today AMD to produce a new product, AMD Phenom X4 II. Product in product far greater to AMD products before, This Power Consumption 125 watt AMD can give than the Intel Core i7 , that only 95 .Its too big different if you compare whether product by AMD and Intel. >Price vs. Performance When it comes to the performance to cost ratio, AMD has definitely been the winner, for a long time. Its processors were cheaper, as compared to Intel and they definitely did provide high value performance. But, with the advent of the Intels Quadcore and Intel Core i7 processor, the situation has totally changed. The performance of a Intel Core i7 processor is, perhaps, the best in the market and its price is continuously falling. >3D Gaming This is basically the feature that had allowed AMD to hold its top position for a long time. Even with no graphics card, AMDs 64 bit processor could take on the load and support the gaming features of advanced games. Intel, however, suffered an initial setback because the multithreading features that it allowed, were not used by many games then. The AMD Phenom II X4 bit could beat the Pentium 4 computers, in almost all respects, when it came to gaming. But, the turnover again, happened with the introduction of the Intel i7 960 processor processors. The scenario changed completely. Besides the equivalent features that these two processors could provide (when compared to the AMD Phenom II X4 ), they also had an added feature of supporting dual video cards. >Graphics The comparison would again be the same, as that of the 3D gaming. AMD is a winner when its processors are compared to Intels previous processors, but AMD Phenom X4 II. processors, with their supreme features, have helped Intel re gain the share of the market that it deserves. >MP3 and Video Encoding AMDs 64 bit processors provided faster encoding of MP3s, as well as videos. The reason is simple a 64 bit processor will, of course, be faster than a 32 bit processor. Intels 32 bit processors had higher clock frequencies, but while the clock frequency of a 64 bit processor could be less, it worked at almost twice the speed than what was mentioned in its manual. This feature was also combated by Intel with its AMD Phenom X4 IIprocessors. If we do not run experiments to test the minutest details, then both the companies can provide good encoding capability for any average user. >Cooling and Productivity Computers working on Intel i7 960 processors definitely have superior cooling features and better heat sinks, when compared to the AMD machines. Not only this, but the Intel i7 960 could reach to a speed of 3.2 GHz on proper cooling. >Office Productivity and Multitasking Finally, we come down to the basic features, that every computer user is worried about the level of office productivity, internet browsing speeds and multitasking that their machines would provide. Just as a 32 bit processor and a 64 bit processor cannot be compared with respect to office productivity; similarly, it is better if we dont compare these processors as well, on the level of their office productivity. You cannot actually notice a spreadsheet launching faster on your screen or your letters being typed faster. Both the organizations are equivalent, when compared on the basis of their office productivity. But, coming down to multitasking, AMD with its 64 bit processors provided better multitasking features and none of the Intels processors, before the launching of the Core 2 Duo processors could match up to it. But with the entry of Intels Core 2 Duo and Quadcore on the scene, we can again consider the situation balanced. Before we end this discussion, let us consider a few more common features that both these processors can handle equivalently. It may not be of much concern to many people, but the processors manufactured by both the organizations support the sharing of the DDR2 RAM, peripherals and the video cards equally well. As a computer user, it is, in fact not necessary, to be a die-hard fan follower of the chips of either organizations. Just wait for the more advanced chip to be launched; it may be from any organization, but you will definitely be the one to benefit. Which is Better AMD or Intel for Gaming? For gaming , what matters the most is how big is the graphic card or the video card. It would be interesting to know that AMD produces their processors keeping the ATI graphic cards in mind, whereas Intel makes their laptops to run better with Nvidia graphic cards. Quite surprisingly, it was found that AMD machines had exceptional quality graphics as compared to Intels. Hence, if you are a hardcore gamer or like to watch everything in HD, then it is better to bet on an AMD processor laptop. Hence, AMD can be a clear winner between AMD vs Intel for gaming. We cannot neglect the reputation of Intel at the same time for producing some amazing processors time and time again. Again, Intel has lately stormed the market with their phenomenal Core i series, which are truly amazing for their overall performance. I would say, analyze as per your usage and then decide upon which is better, AMD or Intel. If you want your computer for multimedia use like for gaming, music or video editing, etc., and want a gaming laptop, then I would suggest to get an AMD powered machine. On the other hand, if you dont mind spending more on a computer for its overall performance and the efficient battery consumption, then nothing can be better than Intel. It can be analyzed that, with AMD processors, you are able to get 90% of overall satisfaction with 60% of price. Whereas, with Intel based machines you can get over 98% or more of overall satisfaction with equal percentage of price. AMD vs Intel Processor Comparison Chart User Requirement AMD Intel Power Consumption Less efficient than Intel More efficient than AMD Price Range Lower Higher Cooling Factor Heats up faster Runs cooler for a longer duration Performance Speed Not very Fast, compared to Intel Faster than AMD Gaming and Multimedia Better multimedia output due to faster clocking Not very good for gaming Performance:Price High:Low High:High (Specifications)>Example AMD Intel Product AMD Phenom II X4 Intel Core i7 Model Number 965 I7-880 Cpu Part Number HDX965FBK4DGM BV80605002505AG Core Number Deneb 4MB shared L3 cache 2.4GHz Intel Core 2 Duo 1066MHz frontside bus 3MB shared L2 cache Socket Socket AM2+ / Socket AM3 Socket 1156 Frequency (MHz) 3400 3067 Clock Multiplier 17 23 L1 cache 256 KB (code) / 256 KB (data) 128 KB (code) / 128 KB (data) L2 cache (KB) 2048 1024 L3 cache (KB) 6144 8922 Max temperature (ÃÆ' ¯Ã‚ ¾Ã‚ °C) 62 TDP (Watt) 125 95 >Conclusion Finally, we look at to the basic features, that every computer user is worried about the level of office productivity, internet browsing speeds and multitasking that their machines would provide. Just as a 32 bit processor and a 64 bit processor cannot be compared with respect to office productivity, Similarly, it is better if we dont compare these processors as well, on the level of their office productivity. But, in this multitasking sides , AMD Phenom II X4 with its 64 bit processors provided better multitasking features and none of the Intels processors, Before we end this discussion, let us consider a few more common features that both these processors can handle equivalently. It may not be of much concern to many people, but the processors manufactured by both the organizations support the sharing of the DDR2 RAM, peripherals and the video cards equally well. As a computer user, it is, not necessary, to be a fan follower of the chips of either organizations. Just wait for the more advanced chip to be launched; it may be from any organization, but you will definitely be the one to benefit. Back to Top Copyright Hanif Aini2011 ©

Love Song of J. Alfred Prufrock Essay: In Depth Analysis

In Depth Analysis of The Love Song of J. Alfred Prufrock The five-line interlude ending on "the floors of silent seas" forms an encapsulated version of the remainder of the poem, in which the frustrated effort to establish purposive discourse leads once again to withdrawal downward and inward to a silent world of instinctual being. A return to images of distension and distracting sensuality provokes a final impulse toward violent imposition of the will--"to force the moment to its crisis"--which ends, like previous thoughts of disturbing the universe, in ruthless self-mockery. The image of decapitation parodies the theme of disconnected being and provides for at least a negative definition of the self: "I am no prophet." By this point the tense has quietly shifted from present to past, and the speaker offers a series of prolonged interrogatives on the consequences of action not taken. While its grammatical context ("And would it have been worth it") reduces it to the contemplation of "what might have been"; the language and imagery of this passage enact with renewed intensity the recurring drama of mental conflict: Would it have been worth while, To have bitten off the matter with a smile, To have squeezed the universe into a ball To roll it towards some overwhelming question, To say: "I am Lazarus, come from the dead, Come back to tell you all, I shall tell you all." The infinitives in this passage--to have bitten, to have squeezed, to roll--conform to the poem's widespread use of transitive verbs of direct action in expressing the speaker's violent impulse to combat the forces of disorder: to murder and create, to disturb the universe, to spit out all the butt-ends, to force the moment. The poem's ling... ...hich the author has elected to work, may itself evoke other psychic material; and then, lines of poetry may come into being, not from the original impulse, but from a secondary stimulation of the unconscious mind." The mental forces at work in Eliot's description of the poetic process serve as an analogy to the conflicts besetting the speaker in Prufrock. The speaker is a failed poet in terms of his inability to "murder" existing structures in order to "create" anew; be finds it impossible to say what be wants to say. In the "secondary stimulation of the unconscious mind" that occurs at this point, he partly abandons and partly resolves the struggle of form and matter; the integration of the psyche remains at best incomplete. Â   Works Cited Conflicts in Consciousness: T.S. Eliot’s Poetry and Criticism. Urbana: University of Illinois Press, 1984. Â   Â  

With reference to An Arrest and An occurance at Owl Creek bridge Essay

With reference to An Arrest and An occurance at Owl Creek bridge Explore Ambrose Beirce's treatment of the theme of justice. Leann Parker With reference to 'An Arrest' and 'An occurance at Owl Creek bridge' Explore Ambrose Beirce's treatment of the theme of justice. Ambrose Beirce lived between the years of 1842 - 1914 ,though his date of death can not be for certain. He lived during the period of the civil war and was the author of supernatural stories. He wrote those stories because he was interested in the war and crime and this led too his two books; 'Tales of soldiers and civilians' and 'Can such things be?'. Justice also played a huge part in Beirce's opinion. He believed that justice had changed during the Civil war and that what was happening was somewhat unfair. He expressed this in a way to make us feel sympathetic. In each state their were different laws ,something you could do in Kentucky you might not have got away with in New York City ,justice was givenfor many different reasons. Law during the Civil warwas very different and the sheriffs (not police) found keeping Law and order very difficult. The two main stories he wrote about were 'An Arrest' and 'An occurance at Owl Creek bridge'. Beirce wrote his stories on the theme of justice and he done this because he wanted to explore the mind and feel hope and peace. The first story 'An Arrest' is about a man Orrin Brower , a fugitive on the run. He was sent to prison for murdering his brother-in-law and has longed for freedom ever since. He eventually manages to escape and runs into the forest but gets lost. He finally makes his way onto a road but on the other side spots a figure of justice who takes him back to the jail but on... ...help out, farquhar thinking he was on his side, he is then hung for doing something bad but his last 3 seconds turn into a lifetime before he is actually hung. Ambrose Beirce chose an innocent man called Peyton Farquhar as his main character because he wanted us to feel sorry for him and angry with the officers for causing the pain inflicted. Farquhar took the role in the war because he had always wanted to be part of it.He was not allowed to fight for his own country so when the enemy tricked him, he was no wiser and was trying to help his side and so he did what the enemy wanted. ' I observed that the flood of last winter had lodged a great quantity of driftwood against the wooden pier at this end of the bridge. it is now dry and would burn like a tow'. In the last moments of his life we learn so much about his personality, feelings and thoughts.

The House Of The Seven Gables Essays -- essays research papers

Hawthorne’s The House of the Seven Gables The mood of Hawthorne’s The House of the Seven Gables is dark, and painstakingly creepy and slow. The story centers around the murders of two men, centuries ago, the curse that was placed upon the house as a result of that conflict, and the repercussions to the current generation. The overall story is like that of a nightmare of total and complete oppressive darkness. Not so much the fright that results from images of goblins and monsters, but that feeling of being scared of the dark; not because of what is there, but because of what you don’t know is there. Hawthorne sets this mood by describing the events that triggered the curse placed upon the Pyncheon mansion in the very first chapter, but never reveals more than a piece of the motivations and consequences at a time, throughout the remainder of the story. The descriptions of the house deteriorating throughout the years covered in the book establishes the sensation of the endless nightmare – that despite mortal man, the house remains as it was from the day it was erected and only the outward appearance changes. . In fact, as the story centralizes around the curse placed upon the house, it is almost the main attraction of the story, the other characters only playing supporting roles to show the potency of the dark power that the house holds on members of the Pyncheon dynasty. Because Hawthorne gives the house human characteristics, â€Å"So much of mankind’s varied experien...

Outline the objectives of economic management and analyse the role of fiscal policy Essay

The Australian Government targets economic objectives that may provide equality and higher living standards throughout the country. For these benefits to reach Australian households, the Australia government has to overcome objectives such as economic growth, distribution of income, and external stability. To do so, the government uses the fiscal policy in order to influence the amount of government expenditure and revenue which can alter economic activity. The government’s fiscal strategy aims to ensure fiscal sustainability over the medium term; therefore the government is responsible for meeting its current and future spending commitments with revenue raised. Australia has had a low historical use of fiscal policy during the 1990s, however since the Global Financial Crisis; fiscal policy has been a powerful tool in maintaining Australia’s economy. Fiscal policy has a large influence over economic activity, through using the expansionary fiscal stance which involves a net increase in government spending, or a fall in taxation revenue. However, this was not the case during the period 1996-2007 as fiscal policy had a smaller role to play in the economy. As the Howard Government came into office, the stance of fiscal policy was largely contractionary. A contractionary stance occurs when government spending is reduced. An example of this stance is when the Howard Government was committed to achieving a balanced budget over the course of the economic cycle, as fiscal policy was tightened in 1996-97, 1998-99, resulting in a surplus of $1171 million. This meant that fiscal policy was generally not a major role in influencing the business cycle, instead monetary policy had the central role in maintaining economic activity. Although fiscal policy was not greatly used from the mid-1990s to 2007, it has had a large impact on recessions. As the Global Financial Crisis hit Australia, the fiscal policy was introduced in order to increase the level of economic activity, instead of letting Australia plunge into a recession. The impact of the GFC dramatically changed the budget balance, through a decline in government taxation revenue and an increase in discretionary government spending. This led to the movement from a cash surplus of $19. 7 billion in 2007-08 to a cash deficit of -$27 billion in 2009-10. Economic growth decreased to 1. 4% of GDP, which gave the government the incentive to introduce the fiscal stimulus, while the Rudd Government used an expansionary fiscal stance to support aggregate demand. The stimulus package involved a $77 billion package, with a $42 billion Nation building plan and Jobs Plan in the 2009 budget to support infrastructure and investment and the Economic Security Strategy package of $10 billion in spending on cash transfers to low and middle income households. The result of expansionary fiscal policy helped Australia avoid a recession, as these stimulus measures were estimated to boost Australia’s economic growth by 2. 75% of GDP in 2009-10. In addition, fiscal policy can influence the objective of inequality in income distribution. The government is committed into try to use a progressive taxation system which will provide a fairer distribution of income. The progressive taxation system is when higher income earners pay a larger proportion of tax compared to low income earner, leading to a redistribution of income to low income earners. An example of the progressive tax system can be seen in the ‘personal income tax thresholds’, where the highest income bracket of $180,001 and over has an effective tax rate of 30. 3-44. 9%. However, the structure of the progressive system of personal income tax changed when the Gillard Government announced it would increase the tax-free threshold to $18,200 on 1st July 2012 as part of the Clean Energy Future Package from the carbon tax and will rise again to $19,400 the following year. This threshold bracket changed from the previous 2009 and 2010 Personal Income tax threshold as all taxpayers where given a tax free threshold of $6000. Between 1996 and 2008, the Federal Government used fiscal policy in order to maintain external stability. External stability is an aim of government policy that seeks to promote sustainability on external accounts so that Australia can service its foreign liabilities in the medium to long run. External stability can be managed by the government achieving fiscal consolidation, which is running a budget surplus over the course of the business cycle. One of the main ways to run a budget surplus is to eliminate public debt, which in turn can help reduce the part of net foreign debt owned by the Australian Government. For instance, when the Howard Government was in power, there was a series of consecutive surplus budgets to retire a significant amount of public debt. From 1996-2007 the stance of fiscal policy was largely contractionary, since the Howard Government was committed to achieving a balanced budget over the course of the business cycle. It was tightened throughout the years of 1996-1999, and thereby, eliminated Commonwealth general government debt from the peak of $96 million (17. 6% of GDP) in 1996-97 to -0. 5% of GDP by 2005-06. This in turn increased Australia’s national savings and resulted in low net foreign debts. Subsequently, the fiscal policy has an effective role in achieving the economic objectives of economic growth during downturn economic activity, equal distribution of income and maintaining external stability. Australia was successful in using fiscal policy to avoid recession in 2009, when it implemented one of the largest fiscal stimulus packages in its history, as well as changes to the personal income threshold that gave a more equal distribution of income to lower income earners. By aiming to achieve fiscal surplus the Australian economy can achieve its economy objectives rapidly.

Persuasion Theory Essay

One of the most deeply-debated, and researched, models of persuasion is the ELM (Elaboration Likelihood Model). Developed by Petty and Cacioppo (1981 to 1986). Based on cognitive processes, it â€Å"portrays receivers as active participants in the persuasion process. Receivers produce cognitions (thoughts, elaborations) in response to the stimulus of persuasive discourse† (Stephenson; Benoit; Tschida; 2001). Petty and Cacioppo argue there are two â€Å"routes† to persuasion: central and peripheral. The central route to persuasion consists of thoughtful consideration of the arguments (ideas, content) in the message, and occurs only when a receiver possesses both the motivation and ability to think about the message and topic. The peripheral route occurs when the receiver lacks ability and/or motivation to engage in much thought on the issue. Using the peripheral route, the listener decides whether to agree with the message based on other cues besides the strength of the arguments in the message, such as whether the source is credible or attractive, the number (but not the quality) of arguments in the message, or length of the message. † Petty and Cacioppo argue that subjects produce more favorable cognitive responses to messages with strong than weak arguments. Mitigating factors include source credibility, the state of the recipient’s thinking when the message is received, and method and medium used to deliver the message (i. e. , verbal or written; print or electronic), There is a considerable body of work, both pro and against the ELM. However, from the literature it seems we are once again left with the thought that the processes involved have yet to be rigorously tested as they relate to communication theory, let alone their effect on the Domino Model. â€Å"There have been relatively few rigorous tests of this assumption via path analysis or structural equation modeling† (Stephenson, Benoit, Tschida). American graphic designer Katherine McCoy suggests that persuasion might be considered more than just trying to convince an audience of the sender’s intention â€Å"The receiver’s motivation might also be an important factor. We know persuasion is necessary for distracted, unmotivated users. But it can also increase productivity for motivated users, for instance, through the use of prompts and cues for accurate use of spreadsheet software. In product design, persuasion/seduction can clarify operation sequences for smart products and enrich the user’s product experience. Persuasion provides motivation for those unmotivated through disinterest, unfamiliarity with the content, or lack of competence for a software tool or a product’s operation. There is a complex interaction between the sender’s intentions, message content, the audience/receiver’s motivations and the communications context. Here, the receiver’s motivation is paramount† (McCoy, 2000). But how accurately can we predict motivation? An airport monitor would seem to be purely informational. A traveler hurrying to catch a plane is highly motivated and will make full use of the flight monitor – no need to persuade this audience member. But when a driver in a hurry encounters a stop sign, that driver has a low motivation level. Although the content is informational, the driver may ignore it, making only a rolling stop. Thirdly, what happens when a junk food enthusiast encounters a food package with nutritional information? This audience member has low motivation and probably ignores message content completely. † In order to achieve persuasion, an audience has to be motivated; to want to absorb knowledge, change attitude and, in turn, have their behaviour affected. The American Marketing Association found that after a study of the major persuasion theories â€Å"to date, no single theory or framework that has been developed has been able to account for all the varied and sometimes conflicting persuasion findings. â€Å"Presumably, this is because the complex process of persuasion is intricately dependent on a myriad of contextual, situational, and individual difference factors, whereas the theories remain relatively simplistic and narrowly developed. The inability of existing theories to accommodate all persuasion findings need not suggest, however, that these theories are inaccurate. Rather, these theories simply may represent pieces of persuasion processes that operate in certain conditions that are not always clearly specified†. (Meyers-Levy, 2001). For good measure, highlighting the difficult nature of this area of study, the Association added an additional strategy that people are likely to employ in processing information. a third fundamental processing strategy in response to an advertisement, referred to as an â€Å"experiential processing strategy. where â€Å"judgments are not based on thoughts prompted by message content per se but rather on sensations or feelings prompted by the very act of processing† (cited in Strack, 1992). The Domino model is certainly simplistic, as it assumes that attitudes, and then behaviour, will be altered after information is provided. However, it doesn’t recognise that attitudes are formed early in our development and are inherently difficult to change (why is it that drink-driving, anti-smoking and domestic violence programs don’t seem to work? ). So it can’t be assumed that all people will change their attitudes just because they receive information. In fact, many people may not even receive knowledge from the initial message, particularly if they already have heard the message. Given the number of persuasion theories (and they are just that: theories) it is difficult to judge with any certainty their effect on the Domino model. The simplicity of the Domino Model is probably a result of the fact that public relations is, for the most part, an inexact science – a practice that relies on the foibles of human nature. It also flawed in that what applies to a target group, does not necessarily apply to all individuals in that group. Clearly, more quantifiable research is required before either the Domino Model, or any persuasion theory can be considered exact. In fact â€Å"to date, no single theory or framework that has been developed has been able to account for all the varied and sometimes conflicting persuasion findings. Presumably, this is because the complex process of persuasion is intricately dependent on a myriad of contextual, situational, and individual difference factors, whereas the theories remain relatively simplistic and narrowly developed† (Meyers-Levy, 1999). As Carl Hovland stated: â€Å"to change attitude you have to change opinion. That requires communication†. Whether any of the above theories affect the Domino model remain to be truly tested.