Birth: The Beginning of Life Essay -- Birthing Birth Essays

Birth: The Beginning of Life Birth: a definition For all mammals (with platypuses being the exception), parturition is the beginning of life as we know it. More specifically, birth is the means by which non-human primates and human primates alike begin their experience of the world. I am interested in the significance of childbirth the method by which it is carried out, its implications for the birthing mother, and the way that the birthing process is viewed by different societies. Both birth and the postpartum period involve a certain degree of danger for the birthing mother, her nascent child, and her entire family or community. Because childbirth is so dangerous (the average lifetime risk of dying from pregnancy related causes is about one in fifteen in some poor countries, MacCormack 1), most cultures have distinct patterns that determine how the birthing process will be carried out. The birthing process involves different birthing positions; different rules concerning who is allowed to be present during the time of birth; mechanisms for deciding where birth takes place; and different ways by which mother and child deal with labor, birth and postpartum. "As a life crisis event, birth is everywhere a candidate for consensual shaping and social regulation the particular pattern depending on local history, ecology, social structure, technological development, and the like" (Jordan 4). By exploring the original human condition of childbirth one is able to gain insight into the universal biosocial phenomenon known as the birthing process. In addition, I am interested in studying childbirth because, as women's work, it is usually not given enough attention in the traditionally male-dominated field of anthropology. "Unt... ... Peoples. London: J. Cape, 1971. Hrdy, Sarah Blaffer. The Langurs of Abu: Female and Male Strategies of Reproduction. Cambridge, MA:, Harvard Univ. Press, 1997. Jordan, Brigitte. Birth in Four Cultures: A Cross-cultural Investigation of Childbirth in Yucatan, Holland, Sweden, and the United States. 4th ed. Prospect Heights, IL: Waveland Press, 1993. Lawlor, Robert. Voices of the First Day: Awakening in the Aboriginal Dreamtime. Rochester, Vermont: Inner Trad. Ltd., 1991. MacCormack, Carol P., ed. Ethnography of Fertility and Birth. 2nd ed. Prospect Heights, IL: Waveland Press, 1994. National Geographic Society. "Among the Wild Chimpanzees." National Geographic Video, 1984. Pinker, Steven. "Why they kill their newborns" New York Times Magazine 11 Feb. 1997: 52-55. Smuts et. al. eds. Primate societies. Chicago: University of Chicago Press, 1986.

Child Pornography an Epidemic Essay

The internet can be a useful tool when used for the right reasons, but what about the wrong reasons, such as child pornography? Child pornography is growing in astounding numbers, it is gaining more popularity every year and there is still not enough legislation to help slow it down. Society has become overly sexually stimulated, simple sexual pleasures are now not enough in many people’s minds, which may lead to harmful, unhealthy sexual desires. Sexual abuse of minors has become a huge social problem in the world today. For a philosopher such as Plato was it normal to live this way? What was and is now considered to be a normal way of living? Pornography comes in different forms such as pictures, film or writing which stimulates sexual arousal. Child pornography is the deliberate abuse of a minor, it not only destroys Childs self-esteem but it later becomes an issue for society to deal with as well. Children are forced to endure both physical and mental harm. A young mind does not have the capability of understanding that what is happening to them is wrong. The young victims are usually lured into watching explicit materials first by the pedophile, in which it is made to seem as though these acts are acceptable and that â€Å"everyone is doing it†. According to Enough. org, Child pornography is one of the fastest growing industries online, it has become a 3 billion dollar industry. Many of the victims blame themselves for what has happened to them because they â€Å"allowed† the abuse to happen or continue. Many of these children suffer from depression, post-traumatic stress disorder, emotional numbing and have trouble sleeping or concentrating. Most pedophiles begin by watching soft porn, and then the addiction escalates which leads them to watch more intense explicit materials. Later, these more hardcore images or film may not satisfy the addiction, this is when they turn there fantasy world into reality becoming sexual predators. As seen by millions on an NBC show called â€Å"How to Catch a Predator† hosted by Chris Hansen, many of these men had no issues meeting an under aged girl or boy for sexual satisfaction. These men ranged from your everyday white collar worker to a Rabbi, Priest, teacher, doctor or even a father who brought his young son along. Perversion in these individuals can be so intense that these are the lengths some of these predators will go to. Who can we trust anymore when most of these individuals are off the radar, meaning they haven’t been caught yet? It’s no wonder so many of our children are more sheltered than ever. When I was growing up rain, snow or sun shine my friends and I were outside playing. Today most of our children are behind a television/ computer screen most of the time. I feel parents should be more vigilant when leaving there child with certain individuals, including child care providers, coaches, even your best friends extended family. People need to rely on their instincts more than ever. According to an article on businessinder. com there are 116,000 searches for child pornography every day. The porn industry as a whole earns $3,000 per second! Americans Account for over half of the world’s porn revenue. I feel that for most of these sexuak predators there is not much that can be done at this time. The two main options available are either jail time or some a form of counseling. I do not believe these sexual desires could ever disappear completely. There is a big difference when taking into account alcohol/drug abuse versus child pornography addiction. An addict can be rehabilitated and in many cases they replace there drug or alcohol addiction with other addictions, usually positive outlets, but how the mental state of a sexual predator could possibly change is a question that is still goes unanswered. If it were possible to rehabilitate a pedophile what would their outlet later be? As further demonstrated by a quote from mentalhealthamerica. net- â€Å"Mental health professionals have difficulty determining which sex offenders are likely to be dangerous if not committed and what if any treatment should be provided. This means that courts, which must rely on professional expertise, will regularly make mistakes in deciding who should be committed or released, with serious consequences for both the public and the offender†. Many pedophiles are classified as having â€Å"Antisocial† personality disorder, because of the taboo nature of this addiction it is no wonder they often isolate themselves. Being that the system has no set way of dealing with these individuals it is difficult to understand what the possible outcome of any type of treatment could be. Enough. org states there are approximately 650,000 registered sex offenders in the United States alone. Of course, not every country agrees that marrying an under aged person is a crime or taboo. We could look at polygamy in the world for example. This is a normal practice for many Muslim and Islamic communities. Many of the leaders in these communities marry young girls and many of them are asked to bear their children at a young age because this is when they are the most fertile. For outsiders this type of behavior is very taboo but for the polygamist community it is very common. The same could be said for cults and tribes around the world, many of the young girls in cults are told that relationships with their spiritual leader will bring them closer to God or whomever they believe in. On the other hand, Plato believed people are evil because of ignorance. Plato held the same belief as Socrates that no one knowingly does what he knows to be bad for his soul. Plato uses the term â€Å"just† when speaking about the highest form of life possible. In the city, the shape of a just or good life is one that is specialized. According to Plato, no one but philosophers can achieve a truly good life, because they alone are born with the capacity to recognize the good. He states, â€Å"The pleasure pertaining to the sight of what is cannot be tasted by anyone except the philosopher† (Rep. 82c5). Though, in the Republic, it seems that Plato is trying to give hope to his readers and inspire them to attain what is good and just in their own lives. To him, human limitations can be overcome through instruction. Could this instruction also help the pedophile on his road to reform? I wouldn’t say that individuals with anti-social personality disorder â€Å"live in the dark† per se, I believe the fear of persecution by the public leads them to live in the shadows. The problem is that many of these individuals are educated and very well regarded in their communities. They live among us and are able to function in society as normal citizens of society most of the time, and it is usually behind closed doors where there double life emerges. When thinking of Plato it was evident that he was a homosexual, he was attracted to both men and young boys, therefore I am not sure that he would have much of an issue with the behavior of today’s pedophiles. It seems to have been normal practice in Greece to have relations with young boys, ranging from the ages of 12-17 years of age. Men taught the young boys rules of adulthood, the young boys played the passive role while the older men played the masculine role in the relationship. I do realize that times were much different back then, as knowledgeable as these philosophers where, when thinking about present day, it is very obvious much was left to be learned as far as proper relationships and age limitations are concerned. The concern I had about some of the behaviors towards young men and or women are whether or not these youths had a say in their involvement in these relationships. Where they forced into some of them or did they willingly participate? Did the parents freely give up their children or did they not have a say? Being that I am from today’s generation and society I cannot fathom allowing my 12 year old son to commit to a relationship with another grown man. Did they not believe they were harming these young people? It seems as though they experienced no guilt but only pleasure and satisfaction when gaining a relationship with a young boy. Because the boy’s role was passive submissive, I feel there was a sense of low self-worth associated with that. What did these men do when the boys grew hair on their chests and beards on their faces? Did they simply get rid of them or did they continue the relationship? In some cases I would think they held on to the ones they truly cared for, whatever that meant. What then came of the boys who became adults? Did they also continue the cycle of having relations with young boys? If these boys did not have sexual desires for men, but were constantly being wooed by these prestigious older men then it is obvious that they sometimes gave in to these relationships unwillingly. Much like todays pedophiles it seems as though the boys were lured with promises of a secure and happy friendship/relationship. As with today’s predators they also took their time getting to know the victim before initiating sexual relations. Though intercrural sex was widely practiced, meaning penetration of the penis between the thighs was used very often back then, I still feel the children felt huge sense of belittlement. Therefore in regard to Plato’s idea of a good life, I in contrast believe the good life consists of being happy whether you are educated or not, rich or poor. I grew up poor, my father quit school after the eighth grade, and despite this we had a happy home life. I do feel receiving a traditional education is very helpful, but in some cases it is not necessary. It is human nature to continuously learn new things throughout our lifetime. As we grow older we become so much more knowledgeable about everything around us. I think experiencing things first hand speaks volumes about ones level of maturity. I feel the way we should live to attain happiness is to never have limitations, we should always have the option to keep learning be it through instruction or self-learning. Life should never be left a standstill, people should never feel sorry for themselves or hopeless. If someone wants to be happy and not feel jealous of the way their neighbor is able to live then something can always be done about it. If someone feels unworthy or depressed they can seek out counseling. I do believe that what is good for me is not necessarily what is good for someone else. Culture and personal upbringing obviously have a lot to do with how individuals behave within society. I completely agree with Socrates statement, that the unexamined life is not worth living. Both Socrates and Plato believed that seeking wisdom through examination of life transformed ones soul. By making that choice we moved towards a good life. Lastly, we have yet to learn what a goes through a pedophiles mind and why it is that they can have sexual desires for under aged kids. Though a sad, isolated life for today’s sexual predators, the same could not be said for the days of Plato and the workings of the world back then. I myself feel immense joy and happiness by helping others, not by causing sorrow and pain that is felt by the unfortunate victims involved in these horrific acts. The psychological world has yet to learn the true cause or therapy that will help these individuals, we can only be hopeful that much needed changes come in the near future.

Definition and Examples of Tautologies in English

Definition and Examples of Tautologies in English   In grammar, a tautology is a  redundancy,  in particular, the needless repetition of an idea using different words. Repetition of the same sense is tautology. Repetition of the same sound is tautophony. In rhetoric and  logic, a tautology is a statement that is unconditionally true by virtue of its form alonefor example, Youre either lying or youre not. Adjective: tautologous or tautological. Examples and Observations Here are examples of tautology in use by famous authors in their work: It took only as many minutes to find the following half-dozen examples in one days crop of papers: A major nuclear disaster could have been sparked off . . .. . . who died of a fatal dose of heroin. . . equalized the game to a 2-2 draw. . . kept it from his friends that he was a secret drinkerDirty Den has made up his mind never to go back to EastEnders, finally severing his connection with the soap . . . a group for one-parent single mothers Tautology is either unnecessary elaboration (the Inland Revenues white-collar workers), pointless repetition (pair of twins), superfluous description (Europes huge butter mountain), a needless appendage (weather conditions) or a self-cancelling proposition (He is either guilty or not guilty). (Keith Waterhouse, Waterhouse on Newspaper Style, rev. ed. Revel Barker, 2010)At the risk of being redundant and repetitive, and redundant, let me say that tautology is the last thing children need from their parents, especially when they are in trouble.Whatever you have to say, whatever you do, avoid tautology. Try to say it only once! (Tom Sturges, Parking Lot Rules 75 Other Ideas for Raising Amazing Children. Ballantine, 2009)The new public management has brought new ailments, particularly tautology. You often see such phrases as first class organizations are those that perform excellently. (David Walker, Mind Your Language. The Guardian, Sep. 27, 2006) Mark Twain on Tautological Repetition I do not find that the repetition of an important word a few timessay, three or four timesin a paragraph troubles my ear if clearness of meaning is best secured thereby. But tautological repetition which has no justifying object, but merely exposes the fact that the writers balance at the vocabulary bank has run short and that he is too lazy to replenish it from the thesaurusthat is another matter. It makes me feel like calling the writer to account. (Mark Twain, Autobiography of Mark Twain. University of California Press, 2010) Tautologies in Logic In common parlance, an utterance is usually said to be tautologous if it contains a redundancy and says the same thing twice over in different wordse.g., John is the father of Charles and Charles is a son of John. In logic, however, a tautology is defined as a statement that excludes no logical possibilitiesEither it is raining or it is not raining. Another way of putting this is to say that a tautology is true in all possible worlds. No one will doubt that, irrespective of the actual state of the weather (i.e., regardless of whether the statement that it is raining is true or false), the statement Either it is raining or it is not raining is necessarily true.(E. Nagel and J. R. Newman, Gà ¶dels Proof, 1958  A  tautology is  a statement that is logically, or necessarily, true or is so devoid of content as to be practically empty (and thus true because completely empty statements, making no claim, cannot be false). Example: Scott Peterson did it or he didnt.  (Howard Kahane and Nancy Cavender,  Logic and Contemporary Rhetoric, 10th ed. Thomson Wadsworth, 2006) Tautology. Yes, I know, its an ugly word. But so is the thing. Tautology is this verbal device which consists in defining like by like . . .. Since it is magical, it can of course only take refuge behind the argument of authority: thus do parents at the end of their tether reply to the child who keeps on asking for explanations: because thats how it is, or even better: just because, thats all. (Roland Barthes, Mythologies. Macmillan, 1972) Tautology as a Logical Fallacy One of the most boring fallacies, the tautology, basically just repeats the premise. FAN: The Cowboys are favored to win since theyre the better team.​  (Jay Heinrichs, Thank You for Arguing: What Aristotle, Lincoln, and Homer Simpson Can Teach Us About the Art of Persuasion. Three Rivers Press, 2007) Pronunciation: taw-TOL-eh-jee Also Known As: pleonasm EtymologyFrom the Greek, redundant

Chemistry Lab †Determining A Molecular Formula

Chemistry Lab – Determining A Molecular Formula Free Online Research Papers Purpose: To determine the molecular formula of CuSO4 xH2O using the mass of percent of water. Hypothesis: The variable x will be 5 and therefore the molecular formula will be CuSO4 5H2O. Materials: Hot Plate Beam Balance 100mL Beaker Scoopula Stirring Rod Beaker Tong Hydrated Copper (II) Sulfate Procedure: 1. Prepared a table to record observations. 2. Carefully plugged hot plate into desk outlet and turned on to medium heat. 3. Measured the mass of the beaker and the stirring rod. Recorded the mass in the table. 4. Added 3 g to 5 g of hydrated copper (II) sulfate to the beaker. 5. Measured the mass of the beaker with the hydrated copper (II) sulfate. Recorded the mass in table. 6. Heated the beaker with the hydrated copper (II) sulfate, stirred occasionally, until the crystals lost their blue colour. 7. Removed the beaker with the beaker tongs and allowed it to cool. 8. Found the mass of the beaker with the white powder. Recorded the mass in the table. Results: Substance Mass Empty beaker and glass rod 53.02 g Beaker, glass rod, and hydrated copper sulfate 57.34 g Beaker, glass rod, and anhydrous copper sulfate 56.165 g Hydrated copper sulfate 4.32 g Anhydrous copper sulfate 3.145 g Water 1.175 g Questions: 1. Determine the percent by mass of water in your sample of hydrated copper (II) sulfate. 2. Based on your data, determine the molecular formula of CuSO4 xH2O. 3. Suppose that you heated a sample of hydrated ionic compound in a test tube. What might you expect to see inside of the test tube, near the top of the test tube? Explain. If I heated a sample of a hydrated ionic compound in a test tube, inside the test tube I would expect to see water vapour, since the H2O would be evaporating when heated in the hot plate. 4. Suppose that you did not completely convert the hydrate to the anhydrous compound. Explain how this would effect: a) The calculated percent by mass of water in the compund. If I didnt completely convert the hydrate to the anhydrous compound, the calculated percent by mass of water int hecompound would be less. This is because the mass of the water would be less due to the mass of the anhydrous copper sulfate would be more. Thus it is not completely anhydrous. Therefore, if I went to subtract the hydrated by the anhydrous copper sulfate to get the mass of the water, it would be less. b) The molecuar formula you determined. If I didnt completely convert the hydrate to the anhydrous compound, the molecular formula would also be less since the mass of the water would be less due to the mass of anhydrous copper sulfate being more). Therefore, your molecular formula (and x) would be less. 5. Suggest a cource of error (not alraedy mentioned) that would result in a value of x that is: a) higher than the actual value. A course of error that would result in a value of x that is higher than the actual value is if you had not measured the masses correctly. If you had measured the mass to be more than it actually was, than your x would end up being higher than the actual value. b) lower than the actual value. A source of error that would result in the value of x that is lower than the actual value is if you had not measured the masses correctly. If you had not measured the compound with the stirring rod inside, than the mass would be less than it actually was. Thus, your x would be lower than the actual value. 6. List 5 specific safety precautions pertinent to this experiment. Pertinent to this experiment, there were some safety precautions to be taken into consideration. Firstly, your hair would have to be tied back since you were working with a hot plate. Secondly, you had to keep the aisles clear in case of an emergency, so that the teacher can have easy access to you. This also includes keeping your stools and bags clear of the aisles. Thirdly, you had to use a beaker tong to place the beaker ont op of the beam balance, since it was too hot to touch. Fourthly, you had to check your beaker for any cracks, since if it had any, then it would have a great chance of it exploding when heated. Lastly, you had to constantly moniter the hot plate and make sure not to touch it since you would burn yourself if you did. Conclusion: In conslusion, the hypothesis has been proven to be incorrect since the hypothesis was that the variable x will be 5. However, through calculations, it was proven the correct answer for variable x is 3. Therefore, the molecular formula of the hydrate is CuSO4 3H2O. Research Papers on Chemistry Lab - Determining A Molecular FormulaDefinition of Export QuotasResearch Process Part OneEffects of Television Violence on ChildrenThe Relationship Between Delinquency and Drug UseRelationship between Media Coverage and Social andStandardized TestingAnalysis Of A Cosmetics AdvertisementThe Effects of Illegal ImmigrationThe Spring and AutumnMoral and Ethical Issues in Hiring New Employees

Ethical Leadership in Business Essay Sample

Ethical Leadership in Business Essay Sample Ethical Leadership in Business Essay Ethics is specific standards set within an organization to guide employees. Business decisions are made based on these standards. Hence, they affect the way companies operate and how the company interacts with its employee, customer, the community, and other shareholders. Ethical leadership plays an important role and is known to be the most important factor that promotes productivity in workplaces. Ethical leadership is associated with individual characteristics and includes honesty and trustworthiness. The importance of leadership cannot be underestimated, and the management sets the tone for every decision made within a company. Therefore, ethical leaders are considered as role models and have the ability to hold their employees accountable. Leaders are looked upon as the key decision makers; they have a huge responsibility to ensure that all stakeholders are comfortable at all times. A leader with ethical morals exercises their duty by showing good examples and treating people fairly. Ethical leaders are more like role models and take moral identity as an important element. Thus, they behave in ways that are rational and logical. Individual moral identity means having specific behavior such as caring and being compassionate. Therefore, moral identity is linked to ethical leadership, which is further related to social behavior like charity. Practicing ethical leadership is essential for those in authority because it makes a significant impact to his subordinates. Employees will behave ethically and avoid being unethical depending on the leaders’ action. Those in authority are in charge disciplining an employee who breaches any ethical code. Therefore, they lead by example. Ethical leadership emphasizes the need to acquire positive outcomes, but also obtaining these positive outcomes within specific ethical standards. In leadership, transparency plays an important role in upholding the companys image. To display ethical leadership means to set good examples for employees to enable them to follow the organization culture. It is about creating policies and code of conduct that are useful in setting straight what is expected of employees. It is important that employees feel safe within their work environment. Therefore, a conductive environment that fosters open communication is key in maintaining standard ethical practices. Whereby employees can feel free to report to the higher authority in case a senior officer behaves unethically. One way organizations promote ethical leadership is by taking seriously any complaint forwarded by the employee. Organizations also need to offer ethic training regularly to help create a better ethical environment. As part of compliance efforts, the organization needs to invite motivational speakers to help employees see the sense of practicing ethical behavior. To ensure that ethical standards are maintained. Strict punishment should be administered to those violating the ethical standard. To promote ethical standards, the old employees and new employees should be aware of the organizations code of ethics, and every employee should be aware of the organizations core values. Employees need to be guided to adopt appropriate behavior. Factors like integrity, sense of responsibility, discipline, emphasis on quality and teamwork need to be emphasized at all times. In todays world, young people are ambitious and are eager to succeed using all means. Most employees are willing to engage in any means by foregoing their ethics and moral values to achieve success. It is important that part of the organization ongoing ethical compliance employees should be aware of the values and ethics required by the company. In a nutshell, ethical leadership involves considering different factors that can affect employees and be mindful of employees. Ethical leadership is the most important element in business. Ethical leadership creates ethical workplaces thus leaders are expected to uphold certain values to maintain the integrity of the organization.

Database in an Organisation Essay Example | Topics and Well Written Essays - 1500 words

Database in an Organisation - Essay Example This study covers various aspects related to database systems in the BMI healthcare hospital located in the United Kingdom. An analysis of database applications shows that a database system is an integral part of any health care organization. The key functions of a database system are also determined which include recording the relevant data, processing of data, organizing the collected data, and assisting departments of an organization in the different business processes. The result of the study shows that an efficient database system plays a key role in the progress and development of BMI healthcare hospital. 1. Introduction Data or up to date information is of critical importance for any company or organization. It not only plays a key role in the success of an organization but also makes the organizations compete with other firms in a competitive environment. However, companies need to manage the data in an appropriate way in order to make a good use of it. Therefore, information technology professionals have developed database systems, which not only help the organizations manage the data properly but also make the organizational activities efficient and well organized. It is due to the utmost importance of database systems that almost every company or organization of the current business environment has implemented efficient database systems in order to manage data in an organized way. In this paper, we will discuss what database systems are and what role do they play in the success of an organization. 2. What is Database? Before going into the discussion related to databases and their uses in organizations, let us get a better understanding of what database actually is. Date, Kannan, and Swamynathan (2006, p. 6) state, â€Å"A database is basically a computerized record-keeping system†. Database is a record of important data or information, which an organization requires to run different business processes and activities. â€Å"A database can be limited to a single desktop computer or can be stored in large server machines, like the IBM Mainframe† (Satalkar, 2009). Database systems are not like spreadsheets. Some of the functions, which make database systems different from spreadsheets, include retrieval of records that match certain criteria, updating of records in bulk, cross-referencing records in different tables, and performing complex aggregate calculations (Chapple). Database systems help the employees retrieve some specific data from the records. Database systems also help the doctors prepare reports based on recorded data and assist them in performing complex calculations needed to analyze different case histories. 2.1 Types of Databases â€Å"Two of the most popular database systems used by web developers today are MySQL and Microsoft's MS SQL server† (Hobach, 2008). There are various types of databases depending on the structure of data. Some most common types of databases include flat model database , network model database, hierarchical model database, and relational model database. The most commonly used type of database is relational model database. â€Å"In a relational database, information is stored in tables (often called relations) which help organize and structure data† (Martin, 2010). Companies use relational model database not only to store data but also to retrieve it when needed. Data is stored in the form of tables and each record stored in the table can have many fields. Using relational model

Product Marketing Essay Example | Topics and Well Written Essays - 2000 words

Product Marketing - Essay Example Brand awareness consists of brand recognition and brand recall. The former relates to consumers' ability to confirm prior exposure to the brand when given the brand as a cue. The latter relates to consumers' ability to retrieve the brand when given the product category, the needs fulfilled by the category, or some other type of probe as a cue. The management of Beijing brand awareness will play an important role in potential sponsorship decision making for three major reasons. First, it is important that potential sponsorships think of Beijing brand when they think about Olympics games. Second, Beijing brand awareness can affect decisions about brands in the consideration set, even if there are essentially no other brand associations. Finally and the most important, Beijing brand awareness affects sponsorships and consumers decision making by influencing the formation and strength of brand associations in the brand image. A necessary condition for the creation of a brand image is that a brand node has been established in memory. On the other hand, related to brand image, it is defined as perceptions about a brand as reflected by the brand associations held in consumer memory. Likewise, brand associations are the other informational nodes linked to the brand node in memory and contain the meaning of the brand for sponsorships and consumers. Based on the proposal of Keller (199... Based on the proposal of Keller (1993), marketing team of Beijing Olympics games has to consider three major categories of increasing scope: attributes, benefits, and attitudes. The attribute category is related with the features that characterize the Olympics games. Likewise, attributes are categorized in product-related and non product-related. The former is defined as the ingredients necessary for performing the product or service sought by consumers. The latter is defined as external aspects of the product or service that relate to its purchase or consumption. The four main types of non-product related attributes are: price information, packaging or product appearance information, user imagery (e.g. what type of person uses the product or service), and usage imagery (e.g. where and in what types of situations the product or service is used). In the case of management Beijing brand focused on sponsorships, marketing team has to put emphasis on user imagery. Associations of the typical sponsorship of Beijing Olympics are based not only on demographics aspect but also on psychographics. User image attributes can also produce brand personality attributes. Plummer (1985) assets that one component of brand image is the personality or character of the brand itself. Consequently, potential sponsors will expect to form part of a brand which is composed by sponsors of their same "personality" (e.g. brand image of the sponsors). The benefit category is the personal value consumers (in our case sponsorships) attach to the product or service attributes, that is, what consumers think the product or service can do for them. Benefits can be distinguished into three categories