Director of digital strategy for a leading UK estate agency chain Essay

Director of digital strategy for a leading UK estate agency chain - Essay Example This report highlights the tangible characteristics of viral, affiliate and search engine marketing strategies, ultimately selecting one viable marketing strategy to enhance sales volumes and brand visibility of the estate agency chain. In 2007, web-based advertising of properties increased 70 percent from 2004 (Key Note Media 2010). This means that it is becoming common practice for estate agents to utilise the Internet as a means of expanding their brand presence and effectively promoting a variety of properties in this industry. Coupled with this dramatic increase, a recent survey indicated that 57.7 percent of consumers would actively search the Internet as an option when desiring to move into a new home (Key Note Media 2010). Furthermore, in 2010, the volume of consumers sustaining Internet access in the United Kingdom was listed at over 44 million (Digital Age 2012). This represents approximately 70 percent of the entire United Kingdom population (ONS 2012). Because of this dynamic and high volume usage of Internet technologies by many demographics, viral marketing represents a significant opportunity for improving the market position of this leading estate agency. Viral marketing is defined as an amalgamation of marketing tactics that utilise existing social networks and related Internet technologies to achieve specific marketing objectives or increase brand awareness (Boone and Kurtz 2007). It is a strategy that attempts to promote growth in word-of-mouth by passing on a well-developed marketing message that proliferates itself much like a virus to encourage social circulation of a marketing message or organization (NCTU 2011). Viral marketing provides opportunities to create thrill in consumer markets, or buzz, that facilitates positive gossip in desired market groups about the viral content observed or otherwise engaged with on the Internet. Viral marketing efforts generally utilise video clips, images, integrated marketing

Modern Education Essay Example | Topics and Well Written Essays - 3000 words

Modern Education - Essay Example Such reservations against the concept of personal autonomy is rooted in the thought that the idea of personal autonomy is laced by the threats of masculinist implications (Friedman, Autonomy, gender, politics, 2003), thus making them feel uncomfortable with such a notion. Over the years and especially in the past decade, those who felt such apprehensions had to face the overwhelming circumstances that place a needed sense of value to the concept of personal autonomy in terms of its critical and constructive aspects (Benson, 2005). With this, feminists have come to adhere to the concept of personal autonomy although particular aspects of the idea have to be qualified to suit the â€Å"tastes† of different groups. While the acceptance of the notion of personal autonomy may remain debatable for certain groups, there is no doubt that the feminist movement, together with much of the members of modern civilization, considers education as among the greatest endowment for women in soc iety that provides them with a sense of equality with men. Along these lines, this paper will provide a discussion based on personal autonomy being a goal of education. Specifically, this discussion will be centered on a feminist view, emphasizing education in terms of a liberalist context. First, the concept of personal autonomy will be discussed, briefly outlining its history and highlighting the views of different theorists and, in particular, of contemporary liberals on the concept. The paper shall then proceed to discussing the concept of autonomy rooted on feminist views. Finally, the paper shall highlight how personal autonomy may be advanced by education, using a feminist context. 2.0 The Concept of Personal Autonomy â€Å"A person is autonomous to the degree, and it is very much a matter of degree, that what he thinks and does, at least in important areas of his life, are determined by himself.† Dearden, Autonomy and education, 1975, p. 343. The concept of personal a utonomy traces its roots to the ancient Greek philosophy of Plato and Aristotle. Both men proposed that the rational part of the soul is its most important part and the ideal for humanity is associated with self-sufficiency and being non-dependent on other people (Backus, 2003). Kant later developed the idea of moral autonomy as having authority over one’s actions and soon thereafter, the idea of autonomy in learning has become a part of a wide range of educational philosophies and has been identified recently in educational policy to be crucial to the development of learning (Honderich, 2005). Autonomy simply resided on morals in its early years, but then views about this began to change in the 21st century. For Dworkin ( 1988 ), the concept of autonomy includes one’s overall point of view towards how one lives one’s life. He points out that each individual, whether the most learned or the most carefree, conforms to his or her own personal view of what makes li fe valuable (Dworkin, 1988). Thus, Dworkin is actually saying that each person reveals how he or she conceives goodness or the good life through his or her behavior. For Raz (1988), the concept of personal autonomy is much more specific as he emphasizes that the individual is responsible for whatever happens to his or her life. As such, an individual with personal autonomy is identified not only by his actual choices in life but by the presence of choices themselves (Raz, 1988). Therefore, an individual can really just be

Hobbes and kant Essay Example for Free

Hobbes and kant Essay The first humans on earth were primative clans that stuck together. As time developed so did the mind of the human. As the minds of humans started to expand, society developed and so did its many other aspects. One of those aspects is the social contract. A social contract are theories that try to explain the ways in which people form states and/or maintain social order. The notion of the social contract implies that the people give up some rights to a government or other authority in order to receive or maintain social order through the rule of law. It can also be thought of as an agreement by the governed on a set of rules by which they are governed. Two theorists that had very strong views on the social contract were Thomas Hobbes and Immanuel Kant. Although both of these theorists believed in a social contract they both had different views on what it exactly meant. Hobbes was a different kind of philosopher that had a very pessimistic view on humanity. In Hobbes’ book the Leviathan, he believed that humans were naturally nasty creatures and needed to be regulated in a society. For Hobbes one thing he also believed in was Utilitarianism, which is the desire for pleasure that drives our actions, basically, the most useful choice for your benefit. Hobbes had a theory that was called â€Å"the state of nature†, which in the eyes of Hobbes was life for humans before any kind of laws or governments. He says that the state of nature is a violent place with no lows. In the state of nature there is no business, no account of time, buildings, and there is always danger around the corner. For Hobbes the â€Å"state of nature† was a savage place that could only be fixed by laws, there is only peace when there is no war and no war is a place with laws. Hobbes came to the conclusion that humans cant live in groups without law. Hobbes was Lopez 2 someone who thought that too much liberty was a bad thing for humans. Hobbes would say that the â€Å"state of nature† is because too much liberty. This is why Hobbes believed in the social contract, a sovereign must be established to regulate on the population. In Hobbes version of the social contract there must be a commonwealth or common state in which all citizens can feel safe. Citizens must feel safe in the common wealth in order for success and it’s the responsibility of the sovereign to make sure it is successful. Yet another important variable of the social contract is the consent of the mass. You must have â€Å"consent† from the governed in order to have a commonwealth. Hobbes does not believe in free will so when he says, â€Å"consent† what he really believes is that the commonwealth will happen regardless of the individuals consent or not. But with giving consent the governed must realize that they are giving up certain liberties and freedoms. One of them being that they can not question the authority of the sovereign to rule, cant kill the sovereign, and/or protest his will. The liberty of the commonwealth is altered because they must now live a certain way in order to live in it. The liberty of the governed is limited to the sovereigns view of liberty. Hobbes also believed that humans had reason. In order for this to happen humans need reason. Reason separates humans from reasonless animals. Humans have reputation, humans know private and public boundries, they can persuade and lie, and use that reason to make them a better liar. Once there is a commonwealth man is turned artificial. Kant’s version of the social contract is a bit different from that of Hobbes. For Kant the sovereign must recognize the original contract as an idea of reason that forces Lopez 3 the sovereign to give his laws in such a way that they could have arisen from the united will of a whole people and to regard each subject, insofar as he wants to be a citizen, as if he has joined in voting for such a will. This original contract, Kant stresses, is only an idea of reason and not a historical event. Any rights and duties stemming from an original contract do so not because of any particular historical provenance, but because of the rightful relations embodied in the original contract. No empirical act, as a historical act would be, could be the foundation of any rightful duties or rights. The idea of an original contract limits the sovereign as legislator. The consent at issue, however, is also not an empirical consent based upon any actual act. The set of actual particular desires of citizens is not the basis of determining whether they could possibly consent to a law. Rather, the kind of possibility at issue is one of rational possible unanimity based upon fair distributions of burdens and rights in abstraction from empirical facts or desires. Kant also believed in cosmopolitan right or ideal. Kants particular discussion of cosmopolitan right is restricted to the right of hospitality. Since all peoples share a limited amount of living space due to the spherical shape of the earth, the totality of which they must be understood to have originally shared in common, they must be understood to have a right to possible interaction with one another. This cosmopolitan right is limited to a right to offer to engage in commerce, not a right to demand actual commerce. A citizen of one state may try to establish links with other peoples; no state is allowed to deny foreign citizens a right to travel in its land. Settlement is another matter entirely. Kant is strongly critical of the European colonization of other lands already Lopez 4 inhabited by other peoples. Settlement in these cases is allowed only by uncoerced informed contract. Even land that appears empty might be used by shepherds or hunters and cannot be appropriated without their consent Cosmopolitan ideal is an important component of perpetual peace. Interaction among the peoples of the world, Kant notes, has increased in recent times. Violations of cosmopolitan right would make more difficult the trust and cooperation necessary for perpetual peace among states. The categorical imperative is the central philosophical concept in the moral philosophy of Immanuel Kant. Introduced in Kants Groundwork for the Metaphysics of Morals, it may be defined as the standard of rationality from which all moral requirements derive. According to Kant, human beings occupy a special place in creation, and morality can be summed up in one ultimate commandment of reason, or imperative, from which all duties and obligations derive. He defined an imperative as any proposition that declares a certain action (or inaction) to be necessary. Kants is similar to the social contract theory of Hobbes in a few important characteristics. The social contract is not a historical document and does not involve a historical act. In fact it can be dangerous to the stability of the state to even search history for such empirical justification of state power. The current state must be understood, regardless of its origin, to embody the social contact. The social contract is a rational justification for state power, not a result of actual deal-making among individuals or between them and a government. Another link to Hobbes is that the social contract is not voluntary. Individuals may be forced into the civil condition against their consent. Social contract is not based on any actual consent, one might say the voluntary choice to join a society. Since the social contract reflects reason, each human being as a rational being Lopez 5 already contains the basis for rational agreement to the state. A substantial difference between Kant and Hobbes is that Hobbes bases his argument on the individual benefit for each party to the contract, whereas Kant bases his argument on Right itself, understood as freedom for all persons in general, not even just for the individual benefit that each party to the contract obtains in his or her own freedom. Hobbes and Kant had similarities and differences but for both the ultimate focus of the social contract was for a sovereign to rule over a society for the good of the commonwealth. Both theorist had different views on the aspects of the social contract. Hobbes believed that too much liberty causes humans to be ruthless and unjust in the â€Å"state of nature†. And the only way to break from the â€Å"state of nature â€Å" was to get a sovereign to rule and regulate. While, Kant believed in rights themselves and the cosmopolitan ideal. Both of these theorist were respected in their day along with their theories. The social contract is still a concept that exists today and could even be applied to our own country but the bottom line is that there will always have to be a social contract between state and population weather anyone likes it or not.

Studying In A Foreign Country Education Essay

Studying In A Foreign Country Education Essay My university experience till date has been one of the most unique, interesting, hectic and highly confusing in terms of adapting to a life I could not even imagine before. Its been a blend of fun and determination to stay focused, which is a continuing process and difficult to manage. I consider this reflective essay an opportunity to pen down my experiences, strengths and limitation that I encountered during my first year as a BA (Hons) Business Management and Studies student. These experiences influenced my day-to-day life and the development of my academic skills both directly and indirectly. Throughout the year, the numerous assignments, presentations and other module-related coursework presented challenges I have not encountered before and was both looking forward to and frightened by on a certain level. However, looking back on how I managed to organise my time management and balance my personal time, I am happy to say that semester one was a lesson to learn from and I am conf ident in thinking I am prepared to face new upcoming challenges with an optimistic attitude and determination to keep improving. Being an international student, studying in a foreign country, away from family and loved ones, has been overwhelming and challenging. The first challenge I was faced with was adjusting to the new culture and environment around me. Students coming from different cultures go through a phenomenon known as the Culture shock (Carroll and Ryan,). Culture differences include the physical environment, accommodation, the transport system and food which take time to get used to. Considering I come from a country with rich and colourful cultural background, getting used to the historical and cultural aspects of living in the Great Britain was a struggle at first. However, there are other types of shock the students from other cultures encounter as well. The so called Language shock had a lesser impact on my comfort as I have been studying English as my first language previous to coming here, but distinct accent of Wales made it hard for me to communicate to locals, which I find intimidating. A nd lastly, (Carroll and Ryan) explain that students from different cultures often encounter he so called Academic shock. The academic system here is very different compared to how I was educated in my home country, therefore giving me an opportunity to explore new ideas and perhaps realise new learning techniques that help me develop academically. Of course, there were some difficulties I encountered on the road to improvement and many more are to be expected, however I did not realise it would have such a significant impact on my previous abilities and knowledge. For example, writing assignments in an academic fashion is a new experience for me and finding relevant information and sources opened a new avenue of knowledge I had previously not encountered and admit to have struggled with at the beginning. However, the valuable feedback I received from my first essay helped boost my confidence and will to improve at all times. So far, the many new experienced turned out to be both positive and negative, having a different kind of impact on my learning and personal life. Probably the first and quite large difficulty I have encountered was the Harvard Referencing System and dealing with plagiarism, which we discussed at the beginning of the year. In India, my home country, we are not required to produce essays and other types of assignments consisting of references to other texts and sources. Therefore the world of British Academia based on avoiding the infamous plagiarism and always producing evidence of what is your own work and what is not, reminded me of trying to learn how to ride a bike. There were a few falls but in the end I managed to pick myself up and focus on the task, helping me learn and improve a skill that has been completely foreign to me beforehand. The amount of different types of sources, such as written text, academic journals, presentations and websites was initially over-whelming, whic h made me feel insecure about my abilities. However, I have soon realised that it does not have to be such a struggle and as I previously mentioned, the determination to learn and succeed won in the end. The best help I had at the beginning of this process was S. Cottrells guide on different types of referencing, which is a source that can be used at any point in my studies, even if another type of referencing will be required in my later years as a budding academic. (Cottrell) As stated by Allen (2005), finding and using information is a strategy that makes ones work easier. One has to focus on what is needed and read a lot of literature in order to get relevant matter from sources. I have put this knowledge to use hopefully successfully and hope to improve in the future. Receiving an encouraging A grade for my first assignment, made me realise that no student is perfect at the beginning if their academic journey and experience, and therefore I started believing in simply giving my best to any work I produce, which essentially is what is expected of me. As previously mentioned, the first semester was a lesson to learn from and the value of feedback was something I did not realise until it helped me improve radically. I have come to see that the reason why feedback is so important is that it gives all students a board to bounce off. The lack of references and relevant material in some of my essays was pointed out to me in a manner that was both professional and instead of making me feel defeated actually made me to push myself into improvement. In order to improve as I wish, I need to be more organised and have a clear understanding of what is expected of me from each assignment before collecting any information that might be relevant to the topic. Therefore I have been inspired by my fellow students who work according to a study plan which helps them organise their time, stay on track with their assignments and leave some time in order to contact the tutor if any difficulties or miscomprehension arise. According to Burn and Sinfield (2003), group work is a technique designed to reduce work load and share equal responsibility among group members to achieve goals in a limited time period. Group presentations became my favourite way of learning and something I look forward as a part of each of my modules. We usually work in a group of 3-4 people and during both the first and the second semester; we had the chance of preparing and presenting 3 group presentations. According to the Marxist views on education, working in groups at university prepares us to for the world of work by introducing us to any team work that we can encounter in our future employment, as well as authority respect and audience awareness. The limitations of our first group presentation experience varied from getting to know and work with people I did not know previously, and organising time for group meetings. One of the group members was, to put it as a laic, rude and had no consideration for other team members op inions, as well as wanting to do more work compared to others. His behaviour and attitude made me and the others feel less important and willing to work with him, as we could not contribute in the way we wished to. Since the lack of appropriate way of communication was so pronounced and equality in work contribution was non-existent, our performance was average and resulted in unusually low grades to all members. For our next assignment as the same group, we have decided to clear any issues that arouse during our first presentation to improve both our working relationship as a group and our performance to gain better grades and improve based on the feedback we received. The discussion helped us in many ways as we managed to assign equal contribution of work and made working together as a group less stressful and more of an enjoyable experience. Our presentation was not only spot on as required, but our teamwork has improved rapidly and was noticed by the tutor, receiving positive fe edback as well. Burn and Sinfield (2003) have suggested various tips and gave invaluable advice concerning group work, in order to make it more successful and productive. This advice included a variety of group work forms and processes, such as Belbins group roles, SWOT group work techniques and Adairs processes. Personally, I have found the SWOT group work technique to be most inspirational for my future enhancement and wish to include this technique in the future while preparing assigned presentations. SWOT analysis of the group allows one to identify the Strengths, Weaknesses, Opportunities and Threats in a group. This helps nullifying the weaknesses at an individual level, and promoting the strength of the team members on a holistic level. The lack of knowledge of various presentation techniques inevitably resulted in, what I personally consider, an average, bordering on abysmal performance during my first presentation. Upon personal reflection, I realise my own limitations in the area of workin g with people and therefore wish to improve inter-personal relationships as a part of my personal development plan. The A levels I completed in my education in India consisted of subjects in the Science field and some related to it. Hence, not having a background in studying business and economics on a certain level like my fellow students was a considerable disadvantage, just like my lack of knowledge in the referencing ethics. Since I did not possess the basic knowledge of business, I was considered to be a slow learner compare to other students in my modules. Understanding economics was one of the biggest struggles I experienced and till date still find it difficult to comprehend, which I admit is highly discouraging. The regular economic quizzes provided on the blackboard helped me improve exponentially, however that does not mean I still do not feel like a fish out of water in this field. Finance however is a subject I enjoyed greatly, compared to how economics made me feel, and received valuable feedback on which allowed me to improve and gain better results. It was the subject I enjoyed stu dying the most and even considered majoring in it. All new modules I had the opportunity to study provided many new ideas and concepts for me, but with every positive comes a slight drawback. Each module requires a certain type of assignment, either a report or an essay. Both types of assignment form were foreign to me before my life as a developing academic and therefore the lectures on how to write an essay, reflective or other, helped me greatly in understanding the way in which my work had to be written and presented. Report style assignments were a struggle as a concept, closely tied to not having experience in studying business and management beforehand, where I believe such skills develop more gradually and improve at university level. Therefore instead of improving upon a skill I already had, report and essay writing is something that I had to learn consequently to coming to Britain and only now, after gaining some experience with assignments, I can improve on whatever skills I have gained predominantly in the first semester. Lastly, managing time is a rare resource or rather a skill, and there can be severe consequences if not grasped and developed correctly. Not only as a student but as a future employee as well, working in a demanding environment requires having a firm grasp of time management. Without this expected and highly demanding skill, future employability may become an issue, which I would rather not face. Since I am provided with the opportunity to learn how to manage my time and organise my schedule as university, I would consider it a personal failure if I did not develop these skills in order to gain better employability. Gaining new skills and improving upon the existing one is a continuous process, however I take it as an opportunity and a challenge to improve not only academically but as a rounded human being as well. My experience in Great Britain will hopefully become something to cherish and my determination and strengths something to focus at while looking for a future employment as well. http://books.google.co.uk/books?id=3GZ-cbg04cYCpg=PA150dq=guide+to+international+students+facing+difficultyhl=ensa=Xei=HtdeT5KZPOyY0QXHvp2fBwsqi=2ved=0CDEQ6AEwAA#v=onepageq=guide%20to%20international%20students%20facing%20difficultyf=false http://books.google.co.uk/books?id=3GZ-cbg04cYCpg=PA150dq=guide+to+international+students+facing+difficultyhl=ensa=Xei=HtdeT5KZPOyY0QXHvp2fBwsqi=2ved=0CDEQ6AEwAA#v=o

Nazism :: essays research papers

I have a hard time thinking that anyone could believe the Nazi’s were a moral people. The Nazi people are unparalleled in the level of criminal unjust committed against a group of persons. Nazi’s however did believe they were moral and were justified in their actions. The idea of Nazism was a way of life and one must think, feel, and act as in the best interest of Nazi beliefs. The moral code of the Nazi people was one that followed the idea that Nazi’s were superior, competent, and pure. The moral code included the idea that those under persecution of the Nazi’s were inferior, less morally sound, and must use their tribulations to correct themselves to become a more loyal citizen of the community. One could classify their actions as racism and Social Darwinism. The Nazi people believed in filth and in accordance with the history of what happened in concentration camps, cleansing. Harold Ofstad is quoted of saying, â€Å"†¦The Nazi faith must permea te one’s entire being, penetrate the very core of one’s soul†¦Ã¢â‚¬  The moral code of the Nazi’s can be fairly labeled as a mistake of disastrous proportions, a group of people brainwashed from the strong sense of duty to a dictator’s beliefs, and a stain in history that will never be forgotten. Nazi’s believed that they were superior, they were morally sound in any action they may choose to take, they were justified to correct and or exterminate anyone being that was different from themselves, and that the Nazi belief and code of ethics was a way of life to carry one for eternity and to pass on for future generations. The moral code was one of imperfection, and many flaws that entitled the Nazi people to kill millions of Jews. The thought that the Nazi people were morally sound, or competent for that matter, is one that I hope every sane being can tell is false.   Ã‚  Ã‚  Ã‚  Ã‚  The Nazi moral code is a very controversial matter and is a topic that I am sure has been examined and studied for countless years. Every living human has a moral identity and has developed responses to social interaction with others. These moral identities define who we all are and what we think of ourselves. The way we think of ourselves and the level of response we act upon others dictates our physical actions. One will act out in accordance with the level of response they believe in towards events such as cruelty, disrespect, and generosity.

Buffalo 66 :: essays papers

Buffalo 66 Buffalo ‘66, a movie directed and written by Vincent Gallo starts with a baby picture of Billie Brown (played by Vincent Gallo himself), and then goes into shots of Billie getting out of prison. Billie the fresh free man is looking for a bathroom but has no luck in finding one. The shots used in the scenes where he’s on the search for a bathroom are some handy shots (a bit shaky), they cut in the middle and they are also shot from above this is, in my opinion to emphasize on the situation Billie is in. He really needs to go to the bathroom but has no fortune, until he enters a dance studio. There he meets Layla (played by Christina Ricci) a young blond girl that simply wanted some dance lessons. Billie asked her for a quarter to call his mother, and then suddenly decided to kidnap her. The reason for that was that he didn’t want to disappoint his parents, his parents thought he was successful and married. After all this Billie didn’t find a bathroom yet until they drove off to his house. In the scene where he finally pees, there is a close up shot of Billie’s face, to show the audience his reaction. He enters the car, and he is more calm he apologizes to Layla for being so aggressive, while he’s apologizing to her there is a close up shot of her and his voice in the background, this emphasizes on Layla’s reaction. During the drive back to Billie’s home there’s alot of shots of the neighborhood, in my opinion this is to enlighten the audience on the type of surrounding Billie grew up in, this helps in understanding his character. Billy and Layla finally arrive to his house, in front of the house there’s a huge sign: â€Å"Go Buffalo† this is a clue on the environment Billie lived in at home. It is obvious his parents are huge football fans by the decoration of the house. Layla get in the character of being Billy’s wife, she makes up a story that Billy works for the CIA and that she really adores him. The next scene shows us three of the characters sitting around a table, and every minute it keeps switching. It seems like the camera is going through a point of view of one of the characters, and it keeps changing each time someone else speaks.

The Negative and Positive Effects of Cosmetic Surgery

Are you considering cosmetic surgery? The numbers of individuals electing these surgeries are growing rapidly each year. Much of this rapid growth is because of advances in technology that have made plastic surgery techniques both safer and more affordable, as well as cutting down on recovery time. Cosmetic surgery improves body image and self-esteem and reconstructive surgery fixes irregularities such as hereditary disorders, birth defects, or other health issues. These surgeries are an extremely popular method to enhance self-esteem but there are risks an individual should know before having a surgical procedure.Although these surgeries have been practiced for years, they can be harmful and many individuals may expose themselves to an expensive addiction if they are not satisfied with the original results. However, these surgeries can be beneficial by positively shaping many aspects of patient’s lives especially if no complications arise. Although most individuals are largel y unaffected by the risks and eager to obtain surgery, it is important to emphasize the negative and positive effect when considering surgery.Although all surgeries have certain risk factors, individuals considering surgery electively subject themselves to be at risk of certain medical and appearance conditions. It is important to be aware of any complications that may occur such as an adverse effect to anesthesia. For example, complications or risks of anesthesia include blood clots, stroke, and heart palpitations. Even though a certified surgeon will do their best to minimize any complications, patients should be aware of medical and appearance conditions that have the potential to occur.Since surgery involves altering the physical appearance, the surgeon will need to make alterations to the skin that may cause unwanted effects such as asymmetry or other irregularities. With any surgery risk scarring is expected but the surgeon will be able to minimize that risk after the procedur e. However, there are ways to help reduce the risks and complications of surgery. First, the potential patient should choose an appropriate surgeon. The patient will need to locate a surgeon who specializes in cosmetic or reconstructive surgery procedures.When conducting research on appropriate surgeons, ensure recognition by the American Board of Medical Specialties. The American Board of Medical Specialties includes the American Board of Plastic Surgery or the American Board of Facial Plastic and Reconstructive Surgery (Mayo Clinic, 2011). Second, when the patient has located a potential surgeon they deem suitable, the patient should request proof of their certifications and successful surgeries. Third, the patient and surgeon should have a consultation.If the patient establishes reachable goals prior to surgery, he or she will be please with the end results. Finally, if the potential surgeon deems the patient acceptable for surgery, the patient can schedule an appointment. After surgery, the patient should follow the instruction of the surgeon to have a safe and healthy recovery process without negative effects. Thus, the negative effects of surgery are an important part of the decision process. The patients should be attentive of the importance to have realistic expectations when having a surgical procedure done.The website WebMD (2011) explains that if an individual is unhappy with their general appearance, cosmetic surgery is not right for the individual because they would want to obtain more than one procedure. Patients expecting dramatic results have the potential to go through periods of depression or anxiety. A surgery such as rhinoplasty is worthwhile for individuals that were teased and unaccepted because of a larger or wider nose. Another example would be an individual who has large breasts and would want to reduce the size because of severe back pain.In comparison, an individual who has smaller breasts but would want to dramatically enlarge them, this may cause people to stare or have a negative perception of the individual. It is important for the patient not to assume or expect people to be pleased with the new image. Patients may experience unwanted attention or disappointment when changing their appearance from close friends, family and the workplace. The changes to physical appearance may cause social challenges involving disapproving looks; it may cause the patient to feel isolated or bitter towards others.Challenges such as these may be hard to manage emotionally and mentally for several reasons. One reason is that surgery results may not appear until days or weeks after the surgery. Patients should realize their appearance will be worse before a significant difference is seen. Another reason is postoperative depression which can be common with surgery. Although surgeons are confident that a surgery is successful, some patients endure feelings of misery and despair that may last weeks after the surgery.Depression can have many causes and it is unknown why it occurs in patients who have cosmetic or reconstructive surgery. Some specific symptoms of post operative depression include loss of energy, appetite and lack of interest in recovering that can interfere with recuperation. During the recovery process, patients may isolate themselves because the results of the surgery are not automatically seen. Patients should also be aware that all procedures are not everlasting and may require follow-up procedures thus causing a financial strain.On the other hand, there are positive effects of cosmetic surgery such as an enhanced quality of life. An enhanced quality of life represents the improvement of an individual’s emotional, physical, psychological and social well-being. According to The Consumer Guide to Plastic Surgery (2011) website, in 2005 the American Society of Plastic Surgeons performed a study that found 75 percent of the patients chose cosmetic surgery to improve their appearance and have a more active lifestyle.Seventy percent of the patients expressed emotional and mental rewards post surgery. They were happier and had a renewed confidence and higher self-esteem. Forty-five percent have enjoyed the benefit of being more attractive. While there are many reasons why individuals obtain cosmetic surgery; one of the major reasons is to enhance their individual appearance to improve their self-image. Countless adults suffered emotional distress as children and countless children suffer currently because of the heartlessness of their peers.Surgery may be beneficial in these cases because an individual may have developed a negative perception regarding their looks because of their peers. Individuals suffering from scarred tissue due to burns or other deformities can benefit from surgery. In addition, women who lost their breasts due to cancer may choose breast augmentation as a method to regain their confidence. For these types of individuals, the benefits may outweig h the risks. Of course, patients should be realistic by learning about procedures and how they will benefit from them.Patients should be aware that the surgery should be completed by a qualified surgeon. It is critical for the patient to thoroughly research surgeons to increase the possibility of having positive results. A patient should know the length of recovery and how long it will be to see the final results. If the potential patient has a realistic outlook regarding cosmetic surgery, is psychologically competent, and is aware of the negative and positive effects, then he or she is ready to have the selected procedure.References Consumer Guide to Plastic Surgery.  (2011).  Emotional changes after plastic surgery: What you need to know.  Retrieved from http://www.yourplasticsurgeryguide.com/checklists/emotional-changes.htm Mayo Clinic.  (2011).  Cosmetic surgery: What to know beforehand.  Retrieved from http://www.mayoclinic.com/health/cosmetic-surgery/SN00006/NSECTIONGROUP=2 WedMD.  (2011).  Cosmetic surgery and procedures – Overview (continued).  Retrieved from http://www.webmd.com/skin-beauty/tc/cosmetic-surgery-and-procedures-overview?page=2