CHANEL - Brand Equity, Brand Positioning, Brand strategy Essay

CHANEL - Brand Equity, Brand Positioning, Brand strategy - Essay Example Even if they are somehow surviving, that is not because of what they are but because of what they were. They are â€Å"Too Big to fail† but not good enough to succeed, move forward and grow. One cannot completely blame these brands, their marketing managers, and owners for their failure. In the last few decades, the world changed in such unexpected and ruthless way that nobody got a second chance. Moreover, in the name of globalization, increased competition and customer awareness and empowerment, life became even more troublesome for these oldies. However, there are still some brands that were able to absorb all these shocks, maintain their integrity, respect and dignity, outclassed their competitors and are still very much captivating and appealing (Koda, Bolton & Garelick, 2005). They have become symbols of class, respect, honor, and success. However, the question here is what made these brands so great that when their competitors where winding up their businesses, they were still on the road of growth? What has been their magic formula that has been strengthening them over the period? What branding strategies have kept their brand alive and intact? This paper would move further by narrowing its focus to one of the brands that fulfill the above-mentioned criteria of long historical presence and everlasting brand power. Without any doubts, Chanel fulfills these criteria qui te comfortably. Quite understandably, Chanel enjoys immense brand equity in the market and that is why it has been so successful over the past decades. According to marketing experts, there are many reasons for the same. Firstly, the long and eventful history of Chanel provides it an edge over others and contributes to its equity. Previous records of accomplishment, past history and previous customer experiences play a crucial role in branding. This is because one of the most important roles of branding is to help customers to assign responsibility to the

Defense of leisure Essay Example | Topics and Well Written Essays - 1250 words

Defense of leisure - Essay Example This becomes the only path to reach man’s full potential. The human mind has the capacity to think and reason out, thus, allowing it to reflect on what happened and what is happening in his world, in his life. Leisure’s purpose is to act on directing the human to the path of wholeness. It is not to be just relived from the limited functions that humanity can do or take but it is to â€Å"retain the faculty of grasping the world as a whole and realizing his full potentialities†¦to reach wholeness† (Pieper, 50). Leisure has been described as a ritual for humans to rejuvenate or replenish their strength to move forward and continue the things they do, or the task of their existence (Pieper 17). In comparison with the modern days, as development progress in human along with their cultures, leisure is now commonly known as a way to release stress and fatigue mentally and emotionally. The concept of how leisure eases the mind by contemplating on one’s existence and direction for wholeness has slowly diminished. One of the essentials for survival is performing the limited functions of being human, that is to work and to perform the tasks at hand in order to continue living. As simple minds become more sophisticated, the traditions and one’s outlook on work has changed. This is in relation to utilitarianism, in which, humans focus on the means to live rather than on the purpose of one’s existence. Pieper quoted Weber saying one does not work to live, but rather one lives to work (Pieper p.20). And today that phrase is not very hard to understand, or rather the human race has come to accept it as part of our existence and use leisure to take away every worry that we have and temporarily forget our problems. Leisure, in connection with this, is thought to be something that humans can do after finishing all the limited functions that one has in order to live. One then finishes work to be

The Challenges Of Academic Writing English Language Essay

The Challenges Of Academic Writing English Language Essay Academic writing is clearly very important for a student and cannot be avoided. Moreover, not only will quality academic writing help to succeed in your college life, it is essential for your career as well. The documentation you present to your manager or supervisor is the direct reflection of your ideas, your knowledge and, most importantly, of you on the paper. Academic writing encourages you critical thinking, brings out the creativity and potentially facilitates intellectual growth. To me, academic writing is an art. Art that requires a lot of research in the field. After collecting all the data, the writer has to put his thoughts on the paper using good vocabulary and phrases in the best way to open up the subject. The benefits of academic writing are very obvious, so are the difficulties that come with it. Courses like English 1101 are designed to prepare students for proper academic communication, however, its hard to believe that one can learn how to write in one semester. I think my academic writing has developed tremendously, considering the fact that features like MLA and active voice dont frighten me as much; however, using third person voice is still very challenging and is something that I will have to keep working on. No doubt, using MLA format is probably one of the biggest challenges for students in their academic careers. Im not going to lie, when I first started the course, I had no idea what MLA was and, truthfully, I was terrified just by looking at aspects like in-text citations, paraphrasing, integrating quotations and, especially, Works Cited page of the essay. To me it was really important to realize the purpose of using MLA style in my academic writing. First of all, it is a distinctive format that creates the proper way of written communication, secondly, it is a system of referencing the sources through the parenthetical citations and Works Cited pages which gives the writer credibility. Given these points, it didnt take me long to realize that I will probably have to use this style through out my whole academic career, and I immediately came to the conclusion that the sooner I will learn all the details of it, the better foundation I will have for the future. Looking back now, I real ize that there was nothing to be scared of . Undoubtedly, it didnt come easy: learning MLA was very time-consuming, required a lot of effort and practice. At the end of the day, I am feeling pretty comfortable with it, and if I have questions in the future, I have the right tools to address the issue. Another aspect of academic writing is using active voice. This is something I was very familiar with from the very beginning, however, knowing it doesnt mean that you can use it. A lot of times I had to catch myself trying to make my sentences sound very à ¢Ã¢â€š ¬Ã…“formalà ¢Ã¢â€š ¬Ã‚ , which often meant putting sentences in passive voice. As a result, I would end up having long, confusing and unclear sentences, that left the reader guessing. It was essential for me to comprehend that not only does passive voice creates an obstruction in understanding who is doing the action, but also passive voice sentences end up being wordy and distracting. On the other hand, using active voice in academic essays helps to phrase your thoughts and ideas straight to the point giving the reader a clear explanation of your point of view. For this reason, I found that using complex-compound sentences in active voice is the most powerful way of portraying your ideas, because its those elements tha t add richness and color to the essays. In addition,varying the rhythm by alternating short and long sentences can add playfulness and sound less monotone. Also, varying sentence openings will help to make everything cohesive and add individuality to each sentence. So, my ultimate goal is going to be balancing all of these aspects. My biggest personal challenge in this course was writing the academic essays in third voice. Even though the whole concept of why we should write in third voice was clear to me, using it in actual essays was extremely difficult. Yes, it sounds less subjective, more credible and professional. No doubt, maintaining third voice in academical writing helps to give a serious tone and convey the information in a clear way. However, the formality of it sometimes leaves very little for individuality and your personal style. Not being able to use I, I think or in my opinion just kind of left me disopinionated. How can you write about your experiences, attitudes and viewpoints without including yourself in them? Ultimately, in this process I had to shift my thought process: by not using the personal language and personal judgment phrases, I was able to express many different opinions. Writing in third voice helps to stay neutral and strictly refer to the facts. Overall, I think Im on right tra ck, although I know I still have a lot of work ahead of me. All things considered, I think my academic writing skills improved excessively, especially considering that they were non-existent before. Im glad I took this course early on my journey because Im taking a lot with me to the future. Along the way I had a chance to to sharpen up my research making skills, exercise rational and creative thinking and learn about helpful sources like online library and online tutoring sessions. Im sure I will be able to use these skills not only in my academic life but also in my professional and personal lives in various ways. Do I consider myself a writer? Probably not. However, Im definitely more comfortable with my writing. I understand there is room for improvement, but I have all the tools to succeed.

Graduation Speech -- Graduation Speech, Commencement Address

I did not get to know many of you. So, I cannot be certain of how you feel, but, as for me, this year has been, by far, the most enjoyable and eye opening one of my high school career. Enjoyable because of the new, interesting friends I've made and of the fun times I've had, and eye opening because of my being forced to look towards the future. Not just day dreaming and imagining about the rest of my life, but finally having to sit down and make some definite decisions concerning it. For me and many of you, colleges have had to be applied for and decided on and scholarships filled out. Some of you have been looking into vocational schools or the military, while others will be going straight into the work force. Whatever your case may be, we've all had one thing in common in that we've been planning for our futures. Since the decisions we make now or soon will impact the rest of our lives, I'd like to take this time to share some advice with you all. The most important advice I believe I can share is to do what you want to do. Don't be pressured into some life career because it's the most respectable or because it would make your family the proudest. Happiness is the greatest goal in life and is self-contained. The happiness of others will not satisfy you in the long run. If your fondest wish is to become an Atlantic Puffin breeder in northern Maine, then go for it. Don't allow anyone or anything to stop you. Also, many of you must fully realize how much time of your life a job will take up. Not just working, but preparing for it and the thought that will go towards it daily. In fact, for most of you, your life will revolve around your job. Where you live, who you see everyday, will mostly be dependent upon the job you choose... ... So, don't think that just because you're not starting college right away or not going to college at all, that you're bound to not get what you want out of life. It takes work, but, if you're determined enough, you can usually achieve your goals. Though you cannot expect to achieve all the goals you set for yourself, don't ever be afraid to at least try. Failure is one of the greatest ways to learn in that although you have failed, the new experiences you have gained while trying to achieve your goal will make you aware of new possibilities and allow you to form new goals for yourself. So remember, don't conform into exactly what society wants you to be. Do what you want to do. And if you don't know what that is already, find out. Don't be afraid to try different things. Be a risk taker. Live your lives for all they're worth because they won't last forever!

The Role of Research and Statistics in the Field of Psychology

John B. Watson work on classical behaviorism that paved the way for B. F. Skinner's radical or operant behaviorism which has had a large impact on educational systems. Watson was one of the influential psychologists of the twentieth century. His material is still used in most psychology and educational psychology texts. Watson helped with defining the study of behavior anticipated Skinner's emphasis on operant conditioning and the importance of learning and environmental influences in human development.Watson’s criticized of Sigmund Freud has been given credit for helping to disseminate principles of Freudian psychoanalysis. Watson is known for the Little Albert study and his dozen healthy infants quote. Watson is given credit for popularizing the term behaviorism with the publication of his seminal 1913 article â€Å"Psychology as the Behaviorist Views It. † In the article, Watson argued that psychology had failed in its quest to become a natural science, largely due t o a focus on consciousness and other unseen phenomena.Rather than study these unverifiable ideas, Watson urged the careful scientific study of observable behavior. His view of behaviorism was a reaction to introspection, where each researcher served as their own research subject. The study of consciousness by Freud and Watson believed to be subjective and unscientific. Watson believed that controlled laboratory studies were the most effective way to study learning. In approach manipulation of the learner's environment was the key to fostering development.The approach stands in contrast to techniques that placed the emphasis for learning in the mind of the learner. The 1913 article gives credit for the founding of behaviorism but it had a minor impact after its publication. Watson prepared psychologists and educators for the highly influential work of Skinner and other radical behaviorists in subsequent decades. B. F. Skinner was one of the most influential theorists in modern psycho logy. His work was very important and has been studied by many for years. His theories have helped mankind in many ways.He studied the behavior patterns of many living organisms. His most important work was the study of behaviorism. John B. Watson, behaviorism is one of the most widely studied theories today; Influence in Psychology. B. F. Skinner was one of the most famous of the American psychologists. Skinner was responsible for experiments such as the â€Å"Skinner box†. He wrote some very famous books. One of them was â€Å"The Behavior of Organisms†. This book describes the basic points of his system. Another was Walden Two. This book describes a utopian society that functions on positive reinforcement.Behaviorism is a school of thought in psychology that is interested in observable behavior. Skinner said, â€Å"Behaviorism is not the science of human behavior; it is the philosophy of that science. † There are various types of behavior, such as innate beha vior. Innate behaviors are certain behaviors. B. F. Skinner, in his novel Walden Two, presents many arguments about how he foresees a positive change in the world through manipulation of behavior on the personal level. B. F. Skinner's entire system is based on operant conditioning. This organism is the process of operating on the environment.This operating the organism encounters a special kind of stimulus called a reinforcing stimulus or reinforcer. The special stimulus have the effect of increasing the operant which is the behavior occurring. Operant conditioning the behavior is followed by a consequence or the nature of the consequence modifies the organisms’ tendency to repeat the behavior in the future. Example; you have a cat and the cat just playing around with a ball and when you throw the ball at the cat and the cat catches it and you give him a treat. The cat is starts to catch the ball as you throw it in the air .The operant is the behavior prior to. The cat will s top the trick which you’re were enjoying. This is called extinction of the operant behavior. If you were to start showing the dog treats then likely the cat with start doing the tricks again and more quickly than the cat learned at first. This is because the return of the reinforcer takes place in a reinforcement history that goes all the way back to the first time the cat was reinforced for doing the tricks. Freud and Skinner agree that human behavior is the result of outside barriers that hinder the ideal of free ill. Skinner believes that humans in good environment can live happy while Freud understands that humans are design to live in some degree of anguish or discontent. Skinner uses the example of Walden Two to illustrate his ideas of how human behavior should be formed. Skinner’s argues on how to eliminate what he knows as problematic rests on his prescription of dismissing the notion of individual freedom. Skinner does not only say that the ideal of individual freedom is farce. He takes further and states that the search for it is where society has gone wrong.He wants no part in the quest for individual freedom. If we give up this illusion, says Skinner, we can condition everyone to act in acceptable ways. Skinner has a specific prescription for creating this utopian society. He believe that all that is necessary is to change the conditions which surround man. He believe that by controlling what a person's environment is it is possible to craft a man to behave in any way. Skinner wants to use this notion to create a world without pain and suffering. In Walden Two, he describes what conditions are necessary to create a world of happiness.Skinner proposes that to create his perfect society one need only to come up with the characteristics of what man should be. Edward Chace Tolman was a modern cognitive psychology. He showed that animals in learning mazes acquire organized spatial and temporal information about the maze and about the conse quences of various alternative behaviors. He was combating the dominant views of his time which emphasized the acquisition of conditioned reflexes rather than knowledge about environmental events. Although several short biographies or reviews of Tolman's contributions are (Crutchfield, 1961; Crutchfield et al. 1960; Hilgard, 1980; Innes, 1999, 2000; McFarland, 1993; Ritchie, 1964; Tolman, 1952), it is appropriate that one be included in an encyclopedia of learning and memory because workers in this field today are using ideas that were initiated and developed by Tolman. Tolman's findings and ideal have helped to shape modern understanding of learning, memory and cognition. Tolman was similar to the behaviorists in his ideals on objectivity and measurement. He did not believe reinforcement was necessary for learning to occur. Tolman (1932) proposed five types of learning: pproach learning, escape learning, avoidance learning, choice-point learning, and latent learning. All forms of l earning depend upon means-end readiness, goal-oriented behavior, mediated by expectations, perceptions, representations, and other internal or environmental variables But the problems with his work were that he poorly defined many terms that he used in his fundamental theories, and that is difficult to make predictions from a point of view because of lack of determining the nature and strength of expectations before hand and when or how expectations may change.There are different ways to think about humans and their behaviors. In modern psychology provide researchers a way to approach problems and find ways to explain and predict human behavior. Develop new treatment for problem with behaviors. All three men contributes to psychology even to psychologist are still using their methods in studies. Several area of the human’s behavior is accomplished by Skinner, Watson and Tolman that stand today in modern psychology.These men did not agree on every thing but made a caramel grou nd in studying the human behavior. Also they was studied of animal compare with the human’s behavior which many theory still exist today. These three men remain widely accepted, but all have contributed tremendously to our understanding of human thought and behaviors. The field of psychology has come a long way and these are three men that help paved the way for modern psychology for researchers and student who studied field pertaining to psychology. The Role of Research and Statistics in the Field of Psychology The Role of Research and Statistics in the Field of Psychology Abstract Research and statistics are essential elements within the field of Psychology. Through the evolution of technology, the task of conducting adequate research and statistics methods have become abundant in methodology. Because of such, research collection and experimentation approaches of researchers and Psychologists, greatly vary in specificity. However, one method reigns true and consistent, and that is the Scientific Method; of which will be further explored.This paper will discuss and make sense of the roles in which both research and statistics play in the field of Psychology, and the procedures in which such methods are conducted will be defined. This will include explanations of the validity, importance, and relevance of the above stated procedures, as such are referenced for study. The Role of Research and Statistics in the Field of Psychology Research and statistics play a crucial role in the field of psy chology, both of which are used to ascertain and examine informational data. Such methods are used to greatly increase the effectiveness and success of an organization or field of study.Scientific or logical informational data is typically established through the use of the scientific method. Over the course of research history and study, the scientific method has become known to be the most reliable and consistent method of obtaining dependable knowledge. Such knowledge is then kept and utilized by researchers, either for their own study (primary data), or by a secondary party referencing said data (secondary data). Essentially, the field of Psychology is geared towards ascertaining the truth about people, the mental process, and behaviors that follow.The truth can only truly be found through the above methods. The Scientific Method For as long as the human mind has had thought, human beings have, in one way or another, questioned, observed, and analyzed the world we live in and th e way we proceed to live within it. These human beings, the thinkers, the observers, the analyzers have always been and still remain the scholars of their time period. The phrase â€Å"method of scholars† is an alternative title for the scientific method, for it is the absolute best set of methods in finding the truth, and of course the scholars would know. It has often been said that the greatest discovery in science was the discovery of the scientific method of discovery†: (Feibleman, 1972). This method is an investigation in which a problem is initially identified. With this, observations, experiments, and other relevant data (provided by research) are then used to create or test hypotheses that lead to conclusions about the original problem. The steps involved in this process include: 1) Forming a testable hypothesis. 2) Devising a research plan and method of application. 3) Collecting data and researching. 4) Analyzing the data and reaching possible conclusions abo ut the study. ) Report findings. This research can be characterized as an activity of creative work that is carried out in a systematic way in an effort to increase knowledge and truth. In the field of psychology, this refers to the knowledge of the human mind, human behavior, cultures, and societies. In order to fully understand how researchers, scientists, psychologists, scholars, and students alike reach such conclusions, one needs to recognize the importance of the research process and measures that are applied when conducting the various types of psychological research.With this knowledge, one will not only understand what is involved in reaching conclusions about psychology, but also how to do so oneself. (McLeod, 2008) Primary and Secondary Data. Primary and secondary data are both key components in any piece of information. These two types of data are used within many avenues of life, not just research and science. They can be published or unpublished and in any media presen tation, from print to electronic. Therefore, since Primary and secondary data are quite abundant, yet perhaps undistinguishable from the uneducated eye†¦ What exactly are the differences and characteristics of such?The distinct difference between primary and secondary data is the method of research in which the data was found. While primary data is both researched and utilized by the same source, secondary data comes from the research of a combination of external or secondary sources. An accurate example of primary data is that of personal vital statistics records, for such are accounts that have been personally witnessed and recorded by the source, and then kept by public institutions, as well as the source. Specific examples of personal records would include but are not limited to: birth certificates, death certificates, and marriage licenses.Such examples are vital to the functioning of an individual and the organization (country) of which that individual resides. Additional ly, such documents can be used in genealogical research, and other research projects related to society, culture, and psychology. One stepped removed from the original source of data, would be data that is secondary. A prime example of such would be information found in textbooks and historical documents, which are comprised of information that was borrowed from multiple primary sources.Case in point, when a history book includes computed data regarding a regions birth and death rates for a specific time period, the birth and death certificates would have originally been considered primary data, but when utilized and calculated by an outside source for the purpose of a study shown in the book, that data then becomes secondary. (McLeod, 2008) Statistics in Research. Statistics are a crucial part of research. Without, statistics, it is nearly impossible to attain a definitive conclusion and/or compute data in any research study.Being that the study of statistics is the science of coll ecting, analyzing, and making inferences from data, it quite literally communicates research findings in an effort to give credibility to the research itself. Obviously, it is imperative that researchers understand statistics, however, it is also important that the general population has at least a basic understanding of such. For not only researchers, but the entire population is bombarded by statistics every day, and in one way or another, everyone performs research.Whether the research is nominal, such as comparing prices, or significant, such as proving a ground breaking psychological theory, the point remains that it is all research and all research is comprised of statistics (Aron & Coups, 2009). Conclusion. Arthur Schopenhauer once said, â€Å"Just as the largest library, badly arranged, is not so useful as a very moderate one that is well arranged, so the greatest amount of knowledge, if not elaborated by our own thoughts, is worth much less than a far smaller volume that h as been abundantly and repeatedly thought over. Schopenhauer’s quote is an excellent representation of the importance of research, the scientific method, primary data, secondary data, and the role of statistics in research. Essentially, an abundance of information is only influential and valuable when it has been analyzed and brought to purposeful point. Through the understanding and proper use of the above explored topics, one can surely make a positive impact upon the field of Psychology and research alike. References Aron, A. , Aron, E. N. , & Coups, E. J. (2009). Statistics for psychology (5th ed. ).Upper Saddle River, NJ: Pearson/Prentice Hall. Darwin, Charles. (1859). On The Origin of Species by Means of Natural Selection, 428. Retrieved from http://todayinsci. com/QuotationsCategories/P_Cat/Psychology-Quotations. htm Feibleman, Dr. James. (1972). The Scientific Method. Retrieved from http://www. scientificmethod. com/index2. html McLeod, S. A. (2008). Psychology as a S cience. Retrieved from http://www. simplypsychology. org/science-psychology. html Reiff, Harwood, Phillipson. (2002). â€Å"A scientific method based upon research scientists' conceptions of scientific inquiry. (Presentation). Presented at the Annual International Conference of the Association for the Education of Teachers in Science. Retrieved from http://cires. colorado. edu/education/outreach/rescipe/collection/inquirystandards. html Sage, Nicole. (2001). â€Å"Steps of the Scientific Method†. Introduction to Research. Retrieved from http://finntrack. co. uk/learners/research. htm Figures The Scientific Method based on Research Scientists’ Conceptions of Scientific Inquiry (Reiff, Harwood, Phillipson , 2002) Standard Steps of the Scientific Method (Sage, 2001)

Britain is a sexist society Essay

Sexism is prejudice or animosity towards gender, institutionally or personally. The term is most often used for women, but it is generally aimed for all genders. In the United Kingdom, in the past few years 72% of women claimed they got abused due to their workplaces. Compared to 67% in 2002, 72% of women said yes, when asked; if they had ever felt intimidated at work by a fellow employee. Even with these results, 81% of the women said that they would not report these cases to their managers because they would be shy or worried. In addition, they believe that being female harmed their chances of career progression (82%) in 2006, compared to 78% in 2002 because males are the dominant office culture. The main reasons that sexism takes place is because one gender will feel another gender is weaker and not as successful as another. They will feel as if they have not got the ability e. g: workplaces without giving them any chance to prove themselves. This is clearly a stubborn and an ignorant way to treat people. Sexism is certainly taking place in the UK and there are numerous ways, which denotes that sexism does manifest in this country, such as: making prejudice statements and using offensive terms. In addition there was someone paying you less because of gender, this would be sexism. If you make friends and talk to more people based on their personality, this will help fight sexism and also joining anti-sexist campaigns will help the community.

Health Benefits and Risk Associated With Wine Essays

Health Benefits and Risk Associated With Wine Essays Health Benefits and Risk Associated With Wine Paper Health Benefits and Risk Associated With Wine Paper Wine is an alcoholic drink or beverage that is made from juice of grapes. It is usually produce by fermentation of the grape juice by microorganism called yeast. Other substances apart from grape juice can also be used to make wine; such substances include fermented juice of pears, apples, berries and some flowers extracts such as dandelions (Microsoft Encarta, 2008). Wine has been found to contain up to 85-89 percent of water and up to 10-14 percent of alcohol. Other substance found in wine include slight amount of acids, different types of aroma, and trace amount of flavor. Wine consumption and making practices has been in existence for more than 8,000 years (Microsoft Encarta, 2008) and the practice of making and component used in wine has changed with time. Civilization in some regions of the world made people of those regions to regards wine as a gift from God, simply because they believe that it can protect people from some form of diseases. Some find it safer to drink compare to wine and milk because of the microbicidal effects of ethanol which is the alcohol found in most wine. There are different species of wine grapes and they differ from one another in terms of color, size and shape of the grape and the grapes are usually grown under different conditions of climate (Encyclopedia Britannica, 2008). Some of those species are vitis   Vinifera, V vinifera scions, V labrusca, V, rotundifolia. Wines vary with region in terms of production, the maturity of the grapes. Health benefits and Risks associated with the consumption of wine Over the past several decades, many studies have suggested that there are several health benefits and risk associated with the consumption of wine especially the red wine. Some studies suggested that wine exerts some effect on the lipid content of the blood while some suggested an increase in the risk of high blood pressure in relation to wine consumption. The most implicated content of red wine is the flavenoids. This substance has been found to have an association with risk of developing dementia. According to Commenges et al â€Å"Since there are evidences supporting the hypothesis that diet rich in flavenoids cause reduce risk of dementia† (Cited in Luc, 2003). Some studies consider the presence of other antioxidant as important factor when we consider the beneficial factors associated with consumption of red wine. The antioxidants were found to help reduce or protect the body from oxidative stresses which was found to be age dependent (Michelle, Louise, 2006). Those studies support the hypothesis that there’s a slight increase in the blood concentration of high density lipoprotein and anti-clotting factor which has been found to be beneficial to the cardiovascular system. In a study published by Luc Letenneur (2003) where he consider the risk of Dementia and alcohol and wine consumption, he stated that there is an association between the disease state and the wine consumption in that, there is a reduction in the risk of developing dementia when a person consume alcohol or wine at a moderate level but not found to be causal in it effect. He also commented on the psychotropic effects of alcohol consumption. Apart from the neurological diseases like dementia, there are different bodies of knowledge supporting the effects of alcohol on the cardiovascular and neurovascular system. Those researches tend to support moderate consumption of alcohol as in the case of wine, having a beneficial effect in helping to protect against hypertension, ischemic heart disease, stroke and gallstones in some group of people (Australia health, 2009). The evidences suggested that there is reduction in the synthesis of endothelin-1 when red wine is consume in low quantity, this vasoactive peptide which is an important etiological factor in atherosclerosis and this suggests a protective effect that has been attributed to wine consumption( R corder et al, 2001). Another important constituent of the red wine is procyanidins which is other major vasoactive peptides found to be cardioprotective (R corder et al, 2006). The protective effect of alcohol is more profound in individual above forty years of age showing that individual below these age groups are at more risk of the negatives effect of the alcohol when excessive quantity is being consumed. Resveratrol is another important constituent of red wine. It is also known as phytoalexin which are known to be a major defense mechanism found in plants. It helps plants to fight invading microorganisms or fungus. It also helps plants to fight stress, injury, infections. This substance has a high concentration in red wine. The effect of this substance has been associated with infection control and ability to reduce tumor incidence in the body. Some evidences suggest resveratrol can help to reduce inflammation (Medicine.Net, 2009). Red wine has also been suggested to help maintain the integrity of blood vessels according to the research study published in 1992 (cited in BBC Health, 2001), thereby helping to reduce some of the cardiovascular disease that are associated with the destruction of the blood vessels integrity such as atherosclerosis. Health risks Unlike the experiment of Luc Letenneur which suggests that moderate intake of red wine which is about 2 glasses per day decrease the risk associated with developing dementia, an opposing view was published by the healthjockey.com in an article titled â€Å"daily wine consumption increases the risk of cancer†. The article focused on the study by the National cancer institute which suggested that no quantity of alcohol is good for the body, be it in form of wine or beer. It is also said that â€Å"the cause is the transformation of ethanol in wine to alcohol to acetaldehyde which is the main culprit in the etiologies of the genetic changes resulting in cancers† (healthjockey.com, 2009). Wine can also cause oral cancers because of its alcoholic content. This has been ascribe to the dehydrating effects of the alcohol on the oral mucosa and this tend to potentiates the effects of other topical carcinogens consume by such individual. The alcoholic content of wine when consume in excess can also cause the following conditions; liver cirrhosis which later progress to primary liver cell carcinoma, cancers such as breast, oral and colorectal cancers. It can also cause stroke, inflammatory heart disease, hypertension, and memory lapse. It also predisposes such an individual to road traffic accidents, falls, suicide and drowning. Another important health risk factor associated with wine consumption is the presence of sulphites which if present in large quantity is toxic to the body. This compound is usually found in wine during fermentation in a small or trace amount but those that produce wine also add this compound to preserve the wine character, flavor and color (About.com, 2009). The health implication of this compound is that it causes allergic reactions in susceptible patients such as patient with asthma. It tends to result in reactions such as nasal congestion, headaches, skin flush, broncho-constriction, nausea, abdominal pain and dizziness (About.com, 2009). Drinking too much alcohol, be it in form of wine or beer has been attributed to increase the level of lipid in the blood especially the triglycerides which will subsequently predispose the individual to high blood pressure and increased calorie intakes (American Heart Association, 2009). Other health effects of excessive alcohol consumption are a risk factor in the etiology of the following diseases; cardiomyopathies, cardiac arrhythmias and sudden cardiac death. A mother with addiction to alcohol predisposes the fetus to a condition termed fetal alcohol syndrome. Conclusion It’s a must for us to know that in the adolescent who much compare to the adults are at a greater health risk of consuming wine and should not be advice to consume any form of alcohol (beer and wine) because at this age, risk associated with consuming moderate alcohol outweighs the benefits they can derive from it. When we consider the effects of addiction on those who consume alcohol we can infer that in the society at large the use of alcohol as a medication should never be encourage but should be left for the drinker’s discretion to decide what he or she will do or how he or she will consume alcohol. Retrieved April 26, from www.about.com AHA, (2009). Alcohol, wine and cardiovascular diseases; American Heart Association Retrieved April 26, from www.hearthub.com Australian Health, (2008). Excessive Alcohol consumption; Australian health Retrieved April 26, 2009 from www.australianhealth.com BBC.co.uk, (2001). Alcohol; Nutrition and healthy living. BBC Health Retrieved April 28, 2009 from www.bbc.co.uk Bisson, Linda F., and Butzke, Christian E. (2008). Wine. Microsoft ® Student 2008 [DVD]. Redmond, WA: Microsoft Corporation, 2007.