The Fire Inside Me Essay Example for Free

The Fire Inside Me Essay A spark has been lit inside of me. It has become attached to my body, creating a fire that will soon consume me. There are things I do want out of life for myself, and this fire is there for that reason. The fire forces me to achieve all of my goals. The fire started as all fires start—the tiniest spark. I could tell from the â€Å"pinch-like† pain that the spark landed right above my smaller intestine, right in the â€Å"pit of my stomach. † With each goal I set for myself, the fire grows stronger, hotter, and brighter than ever before. I want to go to college, and with that thought to myself, I can feel the fire grow inside of me. The faint smell of smoke that would make one reminisce a childhood campfire appears in my nostrils. My skin grows slightly warmer, and my once cool, wet, clammy palms have suddenly become cool and dry. I want to be valedictorian, and in less than a minute, I can feel the tiny fire grow larger, enveloping my stomach, liver, gall bladder, and spleen. The fire has grown to the size where one could see an array of colors: orange, red, yellow, and the faintest blue-tinge located in the center of the fire. I want to win states for soccer; immediately the fire increases in size yet again, this time consuming my lungs, muscles, and bones; it takes control of my intestines, esophagus and kidneys. With every exhale I put forth, I feel dark black smoke rise through my trachea and slowly drip out of my nostrils, leaving only the smell of smoke, and the sight of black vapor wisping in front of my eyes. My eyes that were once blue have slowly began to turn red, as if to show others of the fire that consumes me—the fire that drives me. The flame’s tendrils whip around my heart and brain, close enough to cook my two-most-vital organs. With every piece of food I eat, the taste of charcoal rises to my lips and tongue, giving me no more enjoyment in either eating or drinking. I have become permanently dehydrated because everything I drink soon turns to vapor due to the heat. No longer am I cold, or even warm, but am now hot to the touch. I will be successful, and with this goal, the fire completely envelops me. The heat in my body could raise the temperature of the Arctic Circle by a few degrees. I can now hear the sound of my organs sizzling, crackling, and popping in the intense heat. The fire is now displayed in brilliant shades of blue, light and dark, purple, a vibrant yellow, a spectacular red, and a bright orange. The sight of my fire would be enough to put to shame any sunrise or sunset. With every breath I take, the air is immediately lost, used instead to fuel the fire. The fire that now consumes me has become a part of me. It lives inside me and forces my thoughts to be centered. The fire no longer causes pain for me, as I have come to accept my fire, my passion and drive. Soon, with me slowly accomplishing my goals one by one, it still pushes me onward. It makes it so that I can push past any obstacle in front of me. The fire allows me to see that I will be successful and that I will achieve all my life’s goals. I sometimes cannot help wondering if Albert Einstein, Abraham Lincoln, or any other great history-maker had a fire of their own much like this. I understand that the fire will one day diminish. It will once again lose control over my body, leaving behind only black colored organs, the minor smell of smoke, and the slight taste of charcoal. Soon, the fire will become only a spark once again leaving the remainder of my fire to dissipate in the last smoke vapor to leave my burnt nostrils. But for now, the fire still fuels me. For now, if one would look closely enough, past the burnt hair, the blackened organs, and the pulsating red eyes, they would still be able to see that tiny spark.

Blue People of Troublesome Creek :: essays research papers

The Blue people of Troublesome Creek, sounds like a title of fiction novel, but the Blue Fugates were no fictional characters, but they were real humans that lived not too far from where we are today. The Blue Fugates were a very close family live on the banks of eastern Kentucky's Troublesome Creek. Martin Fugate, a French orphan settled in Troublesome Creek and astonishingly Martin somehow managed to find a woman who carried the same, very rare disease. The disease, later discovered, was methemoglobinemia, a very rare heredity blood disorder caused by an inheritance of a gene as a simple recessive allele. What one wonders after hearing ?blue people? is if they were actually really blue in color? Well the answer is yes and no. Some of these people were, in fact, blue, but they were not completely covered with bright blue skin from head to toe. Although there were some cases though where most of an individual?s skin was blue, but for the most of them it was usually just their extremities and/or lips and parts of their face. Their color wasn?t completely blue but had more of just a bluish tint. It was not a bright blue like you are used to seeing but more or less of an ashen grayish that was mildly bluish in appearance but nevertheless they were ?blue,? some more than others. Since methemoglobinemia is a disease caused by a gene inherited as a recessive allele. To get the disease, one would have to inherit two genes, meaning one from each parent. Some of the Fugates children had just that and they had the disease while some were just carriers of the disease. Methemoglobinemia cases were significant among Alaskan Eskimos and Native Americans. The Eskimos and Native Americans were both inclusive groups that didn?t interact much with what was outside their worlds. The Blue People fit that category well because they were a very small community and since they all lived close together in small area, most of them isolated themselves from the outer world. That in turn, often led to interbreeding, where Fugates would marry other Fugates, or their neighbors, which could and very well may have been their cousins. The interbreeding kept the disease alive and spread it throughout the small community. Methemoglobinemia has no serious, life threatening effects and an individual who has the disease can live a normal healthy life.

Brand Reinforcement

STRATEGIC BRAND MANAGEMENT ASSESSMENT Birmingham University Business School Msc Marketing 1205306 TA-CHENG LIU Words: 2992 Question: Brands need to be managed over time. This involves ‘Toscani’sToscani’s’. With reference to academic theory outline how brands have reinforced and revitalized themselves. You should illustrate your points with examples This paper aims to discuss that organizations how to use strategic actions to enhance brand and revitalize brand equity in strong competition. In terms of innovative marketing, amounts of organizations want to be managed as brands in order to generate benefits and profits for organizations. Kapferer, 2008) Indeed, brands are built on past marketing efforts obtained from consumers. As Kapferer (2008) documented, brands could be also seen as assets which produce benefits within long period. However, brands possibly encounter aging and decay in their lifecycle. (Keller, 1999) Furthermore, some brands may be inabilit y to compete in the strongly competitive market, because consumers may change their motivation on this category. In addition, regulations and advanced technology possibly influence brands losing their presence in the target market. Thomas & Kohli, 2009) Therefore, this paper will discuss two brands of cigarette, Mild Seven and Marlboro. They have suffered the difficulties at different moments, hence, both company had experience on brand reinforcement and brand revitalization. According to Thomas & Kohli (2009), brand enhancement aims to maintain the top-of-mind recall with consumers. Marketers actually could redesign marketing mix in order to fortify position. More importantly, brand equity will consist with brand extension. However, brand revitalization attempt to revive aging or decaying brands.When the brands are going to decay, the brand equity will decrease at the same time. Therefore, Wansink (2000) provided 7 steps include reposition and product innovation to rejuvenate brand s. Indeed, Ind (2007) argued that storytelling is another important technique which integrates past experience and future direction of brands. Companies sometimes merely think about reposition, but describing a brand story could benefit companies building stronger relationship with consumers. Overall, companies should prepare long term strategy to sustain the brand life.Moreover, I am convinced that brands need to transfer their communication channel besides traditional mass media. It benefits them extend brand image in consumers mind. According to Kaperer (2012), Brands are assets that could generate benefits to company within long time. Therefore, companies need to ceaselessly manage their brand equity over time in order to avoid lose presence in the industry. Specifically, the standard of brands life could be defined as birth, growth, maturity, decline, and death. During the brand life cycle, companies inevitably encounter dynamics of market.Consequently, their brand equity may g radually suffer the difficulties and be diminished in the future. (Lehu, 2006) Therefore, marketers need consider brand reinforcement and brand revitalization to sustain the brand. Indeed, it is the important responsibility that determine the when the brand should assess reinforcing or revitalizing for brand managers. As Keller documented (1999), brand reinforcement concentrates on avoiding brand aging and decaying. It will benefit companies fortify the brand image and brand awareness by innovating product and service in competitive market.On the other hand, brand revitalization mainly recapturing the brand equity which has been decaying and aging over time. As for maintaining the brand equity in a long period, organizations need to conduct strategy for brand enhancement. The purpose of reinforcing brand is maintaining top-of-mind recall in the competitive industry. (Thomas & Kohli, 2009) Literaturely, there are two major considerations of brand reinforcement for marketers: staying at young stage and brand consistency. In order to stay at youthful stage, marketers should create younger brand image to instead chronological age of brand.Specifically, companies could regularly advance their products or services in order to adapt in dynamic environment. (Lehu, 2006) Therefore, Keller (2012) suggested that companies could enhance the product-related performance to raise the value of brands. Moreover, organizations could use either category extension or line extension to strengthen brand awareness. On the other hand, reinforcing non-product-related performance of brands is expected to pursuit emotion and belief to consumers. Furthermore, I consider that excessive updating or extending may result in negative perception of consumers.Actually, they possibly confused on overmuch products from the specific brand. Consequently, it will decrease the favorability of the brand. In addition, maintaining brand consistency is a crucial aspect of reinforcing brand. Because keepi ng loyal consumers is the most important task of the brand. Hence, marketers should protect their elements of brand equity advance. Nevertheless, brand managers could attempt to reformulate elements of brand equity under the consistency concept. I am convinced that it is important to integrate consistency and youthfulness at the same time for brands.Therefore, companies would redesign their marketing mix in order to meet the both objectives of brand enhancement. As for distribution, companies can establish online shop to contact with youngsters in the digital generation. Moreover, they should enhance their service in order to easily contact with consumers. (Lehu, 2006) In terms of communication channel, he asserts that exhibitions are a vital medium which could demonstrate and promote products with consumers. It benefits companies fortify their brand image in consumers’ mind. In addition, event and sponsorship can reach more potential consumers due to widely exposing.Subseque ntly, companies could innovate their merchandising to strengthen the brand image. (Olaito, 2010) More importantly, brand research is most important technique before aforementioned actions. As LePla, Davis & Parker documented (2003), brand research can benefit companies for understanding the need of new generation. Furthermore, brand managers need to monitor changes in consumer perceptions. (Thomas & Kohli, 2009) Hence, brand managers can conduct suitable strategies to adapt the trend. In order to apply the theory above in the real world, Mild Seven is an adequate case to interpret brand reinforcement.It is the third most smoked tobacco in the industry. They dominated the domestic market and Asia market for long time because they continually maintaining brand equity. (http://www. jt. com) Moreover, their sales of global market gradually grew at the current moment. (http://global. tobaccofreekids. org) Indeed, the company concentrates on younger smokers due to the increasing need of y ounger smokers. This targeting strategy benefited Mild Seven remain the younger brand image in the industry. Initially, Mild Seven attempt to develop variable products from 10mg of tar to 1 mg of tar of cigarettes.New products were generated with milder taste and lower level of tar to meet consumers’ requirement. (http://www. tobaccoasia. com) It is expected maximize brand equity by line extension. Furthermore, Mild Seven constantly advances new filter technologies to protect its advantages. As for packaging, Mild Seven reformulate some of brand image. The company created a symbolic image to support the brand name. Furthermore they use blue and white motif of appearance for whole products in order to youthfulness. (http://www. thedesignassoc. om) Although Mild Seven changed the part of image, the brand still maintained the consistency in consumers’ mind. Moreover, Mild Seven used the recycled materials on packaging for improving negative image when selling cigarettes. (http://www. thedesignassoc. com) Subsequently, Mild Seven sponsored a team of Formula One in order to expand brand exposure worldwide. It made a significant contribution to the brand awareness. (http://www. auto123. com) Moreover, the symbol of Mild Seven has been impressive in audiences’ mind in the global market. Ultimately, Mild Seven decided to manufacture cigarettes in Switzerland for quality license.Consequently, consumers in Europe have more confidence on its products. This efficiently enhances brand equity for Mild Seven. (http://www. ciggiesworld. com) Conversely, Marlboro is another significant example. It has ever become a decaying brand in 1950s, but they now are the best-selling cigarette brand in the world. (http://www. bukisa. com/) After revitalization, the company attempt to sustain the brand equity in a long period. Marlboro encountered several difficulties few decades ago such as: advertising limit (http://www. marketingweek. co. uk) and healthy concern. M organ, 2007) Therefore, the company decided to continually fortifying their branding equity to against dynamics. Because governments prohibit advertisement of cigarette on majority of mass media in majority of countries, Marlboro cannot promote their characters and products efficiently even though Marlboro Man has already been impressive in consumers’ mind. (http://www. marketingweek. co. uk) Consequently, the company moved into sponsorship which benefited the brand being exposed on mass media. (Hemdev, 2005) Refer to Lehu (2006) mentioned, Marlboro transferred their distribution to night clubs which are admitted promotion for adult. Hemdev, 2005) It benefited the company reach target consumers directly. Simultaneously, Marlboro changed the product name with different color before the FDA limited misleading brand name. (Hemdev, 2005) It may decrease the risk of brand equity because changing brand name suddenly results in making consumers confused. But Marlboro still attempted to remain the brand consistency over time. To maximize brand equity, Marlboro developed an electronically heated cigarette for smokers who concern health issues. Moreover, it will benefit the company expanding brand association into the potential market and improving healthy concern.In addition, Marlboro authorized the brand name for clothing manufacture. (http://www. marlborooriginals. co. za) It benefits them maximizing brand awareness when implementing category extension. The cases indicate that both brands actively implement brand reinforcement in order to fortify their competition in the cigarette industry. However, both companies use similar strategies for strengthening brand equity. It possibly decreases degree of strength and uniqueness of brand associations. Hence, I concur that brands are expected to differentiate promotion because unique brand enhancement could attract consumers’ attention.As for youthfulness, brands should concentrate on Internet medium and socia l media in the digital generation because younger generations spend a lot of time on it. Consequently, brands could reach more potential consumers than before. In addition, there are less limits of advertisement of cigarette than normal mass media. Companies have more opportunities to reinforce their brand equity. On the other hand, some brands have already lost their value from consumers. Therefore, marketers need to rejuvenate the decaying brands in order to revive in the market. Thomas & Kohli, 2012) In addition, some organizations are interested in acquiring aging brands or declining brands and they attempt to reinvent the brands. It may benefit them expanding to different market. (Kaperer, 2012) In terms of revitalization process, Berry (1988) suggested that 7 steps of revitalizing strategy for companies. Initially, it needs to reposition innovative products or services with high quality. This probably gets consumers’ attention again. Secondly, the quality should be conn ected with their heritage and reputation.Thirdly, companies need to improve customer relationship in order to benefit the brands. Moreover, marketers should accelerate visible brand value to consumers. Subsequently, promoting the unique selling point is crucial to differentiate previous products and competitors. Specifically, brand manager should pursue additional value and good quality at competitive price to consumers. Moreover, companies could also provide superior functional benefits which may refresh the brand image. (Thomas & Kohli, 2009) In addition, organizations should integrate rejuvenation with marketing mix.More importantly, brands need to hold an event or campaign in order to announce their revitalization. Besides 7 steps, Keller (2012) mentioned that brand manager could identify additional or innovative usage with consumers on brand revitalization; simultaneously, they sometimes identify different direction to utilize a brand. Therefore, reposition becomes a common tec hnique of revitalization, but brand managers have to carefully define a new target market when they decided to reposition the brands. (Thomas & Kohli, 2009) However, there are some risks when companies assess the reposition strategy.Firstly, it is difficult to change brand image for consumers due the stereotype. Secondly, consumers may confuse between the previous image and new brand image. Finally, it possibly loses loyal consumers. (Keller, 2012) In order to rejuvenate brand image, most organizations attempt to modify the visual identity of brand. Indeed, changing the brand name is a frequent revitalization strategy by marketers. It could improve negative image of original brand name with consumers. However, renaming the brand probably decrease the degree of loyalty, brand recall and brand association. Keller, 2012) In addition, Mininni (n. d. ) suggest that revitalization needs to transfer the logo, trademark and trade dress could refresh brand image. But it may require repackagi ng with innovative products to younger generation at the same time. Although modifying either brand name or logo is expected to promote innovative meaning of brand to consumers, companies possibly invent huge amounts of expenditure on interpreting a new identity from an old one. Indeed changing the colors and the fonts is an easier and cheaper action for modifying visual identity and moving toward the fresh image.According to Ind (2007), storytelling is another tool for brand revitalization. Consumers and companies could be engaged in the story which describes brand history. Because brands possibly become aging within long time, consumers gradually have weak association with aging brands. Hence, Storytelling is a crucial medium to awake consumers’ memory of brands. In fact, I am convinced that storytelling could efficiently benefit companies on consumer retention while companies change the elements of brand equity. Additionally, celebrity endorsement is a useful technique for brand revitalization.Because celebrities can provide additional value from celebrities’ image, they can improve brand image and attract consumers’ attention for aging brands. Moreover, celebrity endorsement could extend communication channel of brand such as TV, magazine, activities and film. Consequently, companies attempt to sign a contract with younger and fashionable in order to returning youthfulness. Furthermore, celebrity could easily build association when companies assess repositioning. However, celebrity endorsement sometime has negative impact on brand image when celebrities have negative behaviors or news.More importantly, organizations should carefully choose suitable celebrities who own the public image as same as brand. (Lehu, 2006) The Marlboro Cigarettes is a famous example to understand the revitalization steps in reality. In the early period, Marlboro Cigarettes failed on female market in the United Stated in 1902. They initially introduced the camp aign â€Å"Mild as May† in order to reach lady’s image. Furthermore, they tried to design red tips with cigarettes in order to meet female’s requirement, but it did not benefit the sales of Marlboro. (http://www. bukisa. om/) In addition, the need of cigarette annually increased in the United Stated during the World of War II, whereas, Marlboro gradually was taken off the market due to weak brand awareness. Consequently, Marlboro tried to launch the filtered cigarettes for the female markets. The new products also aimed to against a study linking smoking to lung cancer. (http://voices. yahoo. com) However, the strategy could not benefit the company getting strong presence in the market. It is evidenced that Marlboro failed on brand enhancement even though they worked hard for consumers’ perception. http://www. bukisa. com/) Therefore, Marlboro decided to completely revitalize the brand position. The company changed the target consumer from females to male s with a campaign called â€Å"tattooed man†. The character is expected significantly establishing strong image in consumers’ mind, because the stereotype of man was a worker, a captain, a marine and an adventure in the United Stated in 1900s. Specifically, Marlboro created a cowboy as the Marlboro man in advertisement. (http://adage. com) The companies also use celebrity endorsement as Marlboro Man to strengthen their personality.Since then, the cowboy has become an impressive image for both smokers and non-smokers when they thought about Marlboro. As for product innovation, Marlboro developed a longer and white color of appearance of cigarettes. Compared to competitors, it was a unique feature which appealed high quality of cigarettes to consumers. http://www. bukisa. com/ Simultaneously, Marlboro redesigned the packaging with red, white and black-lettered in order to convey the independent spirit. (Hemdev, 2005) After revitalization, Marlboro turned round in the cig arette market in the USA.Furthermore, the brand became the premium brand and market leader in the world. As a result, the theory of Berry (1988) is convinced to success on brand revitalization. Comparing to Marlboro, Mild Seven did the brand well for long time, but the company plans to revitalize brand due to moving to global market. In order to obtain more market share in the regions besides Asia, Mild Seven decided to create a new brand name, Mevius which instead of Mild Seven. (http://www. jt. com/) In fact, the new name would benefit the company adapting in FDA’s policy of brand name.Although Mevius is a new name, it still remained the meaning of brand. Furthermore, the new name is expected to evaluate to premium position for western consumers. In addition, the packaging strategy keeps the icon and color of origin with new exterior design. (White, 2012) Indeed, Mild Seven integrated brand equity of past and future; this may decrease risk of brand association with consumer s. Both brands attempt to reposition their brand equity for revitalization, but they did not efficiently connect to previous elements.Mild Seven and Marlboro have rich heritage in the industry, they could actually utilize their history conveying a story to consumers. As Ind documented (2007), storytelling can remind the consumers’ perception on brands. Moreover, it benefits brands retaining older consumers. In my opinion, the best technique of brand revitalization will retain the loyal consumers and refresh brand equity at the same time. In conclusion, brand reinforcement and brand revitalization are crucial consideration for brand managers. Both of them have similar strategy in the market, but they are implemented at different moment.Therefore, organizations tend to maintain brand consistency and protect source of brand equity in order to survive in the competitive environment. Although most of scholars assert that brand should consistently evaluate their products and consum ers’ perception, I personally consider that organizations need to innovate their communication channels in the modern society. Because of advanced media, people would obtain information widely; therefore, Strengthen communication benefit brand fortifying brand equity and easily contacting with more potential consumers.On the other hand, companies concentrate on refreshing brand image by brand revitalization; hence, they always reposition the brand to improve negative brand equity. But it is expensive to reposition brands, some brand managers would redesign logo and packaging to rejuvenate brands. It possibly diminish the degree of risk for companies. In fact, I assert that it may be dangerous to rename the brand, which may lose their heritage with consumers. Although Mild Seven was successful on the decision, most consumers can not associate it between the Mevius and Mild Seven.In my opinion, revitalized brand should convey messages in order to make younger generations realiz ing brand heritage and value. It could build stronger relationship with consumers. In addition, Remaining brand history benefit companies retaining loyal consumers. Overall, brand managers should conduct long term strategy before building brands because sustaining brand equity is a profitable contribution to companies. References: A Busy Year for Japan Tobacco (2012) Available from: http://www. tobaccoasia. com/previous-issues/95-articles-q2-12/519-a-busy-year-for-japan-tobacco. tml [Accessed on 3 March 2013]. Berry, N. C. (1988) ‘Revitalizing brands’. Journal of Consumer Marketing, 5 (3): 15-21. Burnet, L. (1999) The Marlboro Man. Available from: http://adage. com [Accessed on 2 March 2013] Hemdev, P. A. (2005) ‘Marlboro-A Mini Case Study’. The Marketing Review, 5, 73-96 Ind, N. (2007) LIVING THE BRAND (3rd edition). London: Kogan Page. Japan Tobacco Inc and Japan Tobacco International (2011) Available from: http://global. tobaccofreekids. org/files/pdfs/e n/Japan_Profile. pdf [Accessed on 9 March 2013] JT â€Å"MILD SEVEN† (n. d. Availavle from: http://www. thedesignassoc. com/en/solutions/branding/br_mildseven. html [Accessed on 3 March 2013]. JT to Expand New Mild Seven Product to Nationwide Sales (2007) Availavle from: http://www. jt. com/investors/media/press_releases/2007/01/20070122_01. html [Accessed on 3 March 2013]. Kapferer, J. N. (2008) THE NEW STRATEGIC BRAND MANAGEMENT (4th edition). London: Kogan Page. Keller, K. L. (1999) ‘Managing brands for the long run: Brand reinforcement and revitalization strategies’ California Management Review, 41 (3): 102-124 Keller, K. L. , Aperia, T. amp; Georgson, M. (2012) Strategic Brand management: A European Perspective (2nd edition). England: Pearson Education Limited Lehu, J. M. (2006) BRAND REJUVENATION: How to protect, strengthen & add value to your brand to prevent it from ageing. London: Kogan Page. LePla, J. , Davis, S. & Parker, L. (2003) BRAND DRIVEN. London : Kogan Page. Marlboro Originals : The Story. Available from: http://www. marlborooriginals. co. za/history. html [Accessed on 10 March 2013] Mild Seven: a long history of motorsport involvement (2005) Available from: http://www. uto123. com/en/racing-news/mild-seven-a-long-history-of-motorsport-involvement? artid=35432 [Accessed on 3 March 2013] Mild Seven evolves to Mevius (2012) Available from: http://www. jt. com/investors/media/press_releases/2012/pdf/20120808_02. pdf [Accessed on 9 March 2013] Minini, T. (n. d. ) Revitalizing, Rejuvenating and Reformulating a Struggling Brand. Available from: http://www. brandchannel. com/papers_review. asp? sp_id=1240 [Accessed on 9 March 2013] Morgan, M. (2007) A History in Marketing of Marlboro Brand Cigarettes. Available from: http://voices. yahoo. om/a-history-marketing-marlboro-brand-cigarettes-204451. html? cat=9 [Accessed on 2 March 2013] Olaito, Y. (2010) Brand building: how brand reinforcement helps Available from: http://yinkaolaito . com/2010/09/brand-building-how-brand-reinforcement-helps/ [Accessed on 2 March 2013] The Magic of Mild Seven (n. d. ) Available from: http://www. ciggiesworld. com/mild-seven/ [Accessed on 3 March 2013]. The History of Marlboro Cigarettes (2009) Available from: http://www. bukisa. com/articles/207783_the-history-of-marlboro-cigarettes [Accessed on 2 March 2013] Tobacco giants still sending smoke signals (2005)

The Cause of Phobias Essay - 721 Words

The Cause of Phobias Thesis: We are not born with phobias – a phobia is learnt because it has become associated with an object or an experience that is unpleasant. According to the behaviourist, a phobia has to be learnt. This can happen in one of two ways: classical or operant conditioning. Classical conditioning is where an object/experience becomes associated with something unpleasant or causes pain/fear. J Watson and R Rayner tested this in a controversial experiment in 1920, in the case of little Albert. The stimulus may be all kinds of things, an object, a person or a sound. By itself it has no effect but once it has become associated with the UCS (unconditional stimulus)†¦show more content†¦By not going to the pool the unpleasant experience is avoided, this is negative reinforcement. Some areas where classical conditioning could be criticised are the ethics involved with the experiments. The person who is to be conditioned would experience an enormous amount of upset and discomfort. It is said that a phobia can be unlearned; this process is called extinction. I believe that for extinction to take place it would be a longer and be even more traumatic process for the participant than the original conditioning. This may well be the reason why little Albert was removed from the experiment before extinction took place. In operant conditioning, no consideration is given to the possibility of there being a valid reason for the person to be upset by a certain stimulus or place. If the problem was addressed then perhaps phobia development could be avoided and the experience or object could become bearable or perhaps even enjoyable. Anti-Thesis: A phobia develops after we have had a bad experience, perhaps as a child, which we have repressed. Or what if we have watched the fear that a stimulus triggers in someone else – will this cause a fear in us? 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The goal of my first main point is to familiarize everyone will the concept of a phobia, as well as some examplesRead MoreHow Phobias Affect People And How Can Overcome Their Phobia883 Words   |  4 PagesPurpose: At the end of my speech, the audience will know how phobias affect people and how to overcome their phobia. I. Introduction a. Imagine being so afraid of something that you try everything in your power to avoid it. For example, someone who fears spiders is not going to walk that trail that leads into a wooded area and you can almost guarantee that the person who isn’t too fond of heights isn’t going to walk across that tall bridge. If you ask these people why they won’t partake in theseRead MoreDog Phobia Case Study1741 Words   |  7 PagesDog Phobia Case Study University of Phoenix Psych /504 Personality Theories February 4, 2013 Dog Phobia Case Study A phobia is an â€Å"irrational fear of a specific object, activity, or situation that leads to a compelling desire to avoid the subject of the phobia† (Ankrom, 2009 pg.325). Phobias are a type of anxiety disorder that may leave an individual with a strong irrational fear of something that poses very little or no danger to the individual. Phobias, to the individualRead MoreIs Fear Or Phobia? Essay1424 Words   |  6 PagesFear or Phobia? Fear. Fear is an emotion that we have all experienced at least once or twice throughout our lives. It’s actually quite normal to be a little nervous around a snake slithering at your feet, or maybe even getting sweaty palms before giving a speech in front of a large crowd. But when that fear starts to become unbearable, so much so to the point that it becomes difficult to function, there is a possibility that something a little past a simple fear is being experienced. A phobia is whatRead MoreThe Conscious And Subconscious Facets of a Phobia1512 Words   |  7 Pagesavoid is considered a phobia 1. The word â€Å"phobia† originates from the Greek word Phà ³bos that translates as morbid fear 5. Phobias present themselves in different intensities. For example, one person may show negligible symptoms of claustrophobia while another could be completely conspicuous and avoid enclosed spaces altogether. Studies show that the reason for phobias to arise comes from traumatic e vents that took place in a person’s childhood. The definition of a phobia is interpolated into two