Physico-Chemical Properties of Dna

DNA, as we all know, is esteemed with the title of ‘Master Molecule ’. The three letters of DNA denotes of deoxyribonucleic acid . Now the thing that we ponder on is why DNA is so important to us. Why are the researchers & scientist persistently working on DNA? Why it is so important to know the tiniest details of DNA structure and function.? The simplest answer for â€Å"Why Is DNA Important? † is that DNA is the prerequisite for life’s inception. Firstly, it transfers hereditary information from generation to generation. Secondly, it controls the production of proteins. DNA even determines the structure of the cell, meaning whether it would be a nerve cell or eye cell etc. Our DNA seems to be ultimately responsible for the size, shape and function of every protein that our bodies make. Similarly, the DNA of each plant and animal seems to be ultimately responsible for the size, shape and function of every protein that each of them makes. We will now take a small overview on history, physical properties , chemical properties of DNA. Overview on History : DNA was first isolated by Friedrich Miescher , who in 1869 discovered a microscopic substance in the pus of discarded surgical bandages that he called ‘NUCLEIN’ Finally in 1953, working together at the University of Cambridge in England, James Watson, an American scientist, and Francis Crick, a British researcher, made a major scientific breakthrough when they discovered the famous â€Å"double helix† – the structure of DNA, the molecule of life. In 2000 , a rough draft of a map of entire human genome was completed. In 2003,the final draft was completed . This information is being used to understand and function of disease. An interesting fact is If we unwrap all of the DNA of one individual’s body cell , we could reach the moon ! Physical Properties In living organisms such as humans, DNA exists as a pair of molecules rather than a single molecule. These strands are entwined in the shape of a double helix and the helix is kept stable by hydrogen bonds, which can be found between the bases attached to the two strands. A long polymer, DNA is made up of smaller units called nucleotides. In turn, each nucleotide consists of a phosphate group, a sugar and a nitrogenous base. two helical chains each coiled round the same axis, and each with a pitch of 34  A and a radius of 10  A According to another study, when measured in a particular solution, the DNA chain measured 22 to 26  A wide, and one nucleotide unit measured 3. 3  A (0. 33  nm) long * Base Pairing 1. Base pairing is a defining property of DNA and was particularly exciting when it was first discovered because it suggested the ‘copying' mechanism for DNA. 2. In DNA, bases are specific in that an adenine base, for example, only pairs with a thymine base. Following on that premise, a cytosine base will only bond to a guanine base. This base pairing is also known as complementary base pairing. * DNA Grooves DNA has two kinds of grooves that play important roles in its functioning. 1. Major and minor grooves are structures to allow for necessary proteins in your body to make contact with bases. You might wonder what makes it so important for proteins to attach to the bases. * DNA Supercoiling If you try to picture a rope, you can get a visual image of DNA supercoiling. 1. This coiling is a central property of DNA. DNA can be in a relaxed or coiled state and it is this coiling that allows our extremely long strands of DNA to fit or ‘pack' into the comparatively much smaller cells in our bodies. * DNA Conformations DNA can exist in different conformations and these are important for a range of DNA mechanisms. These conformations interact with enzymes in your body and are also involved in aspects such as DNA repair. * Temperature As thermal energy increases, the frequency of hydrogen bonds breaking between the molecules increases. The Tm (melting temperature) of a DNA molecule is the temperature in which half the DNA molecules are denatures * DENSITY A. Density can be measured by CsCl-density ultracentrifugation B. Density can be used to estimate G+C content C. Density studies show the existence of satellite DNA * pH pH is lower then one result in the breakage of phosphodiester bonds between nucleotides and breakage of the N-glycosidic bond between the sugar and purine bases . H of around 4 results in the selective breakage of N-glycosidic bonds between the sugar and purinesBase tends to change the polarity of groups involved in hydrogen bondsDNA is resistant to hydrolysis to about pH 13 * DENATURATION: DNA is considered denatured when the double stranded DNA molecule is converted into two single stranded molecules CHEMICAL PROPERTIES A nucleoside is made of a sugar + a nitrogenous base. A nucleotide is made of a phosphate + a sugar + a nitrogenous base. In DNA, the nucleotide is a deoxyribonucleotide (in RNA, the nucleotide is a ribonucleotide). * Phosphoric acid Gives a phosphate group. * Sugar: Deoxyribose, which is a cyclic pentose (5-carbon sugar). Note: the sugar in RNA is a ribose. Carbons in the sugar are noted from 1†² to 5†². A nitrogen atom from the nitrogenous base links to C1†² (glycosidic link), and the phosphate links to C5†² (ester link) to make the nucleotide. The nucleotide is therefore: phosphate – C5†² sugar C1†² – base. * Nitrogenous bases: Aromatic heterocycles; there are purines and pyrimidines. Purines: adenine (A) and guanine (G). – Pyrimidines: cytosine (C) and thymine (T) (Note: thymine is replaced by uracyle (U) in RNA) The backbone of the DNA strand is made from alternating phosphate and sugar residues. [10] The sugar in DNA is 2-deoxyribose, which is a pentose (five-carbon) sugar. * The sugars are joined together by phosphate groups that form phosphodies ter bonds between the third and fifth carbon atoms of adjacent sugar rings. * These asymmetric bonds mean a strand of DNA has a direction. In a double helix the direction of the nucleotides in one strand is opposite to their direction in the other strand: the strands are antiparallel. The asymmetric ends of DNA strands are called the 5? (five prime) and 3? (three prime) ends, with the 5†² end having a terminal phosphate group and the 3†² end a terminal hydroxyl group. The DNA double helix is stabilized primarily by two forces: hydrogen bonds between nucleotides & base-stacking interactions among the aromatic nucleobases Role that DNA plays in life: DNA is the blueprint of biological life from its inception to its growth and till death. Its discovery has not only revolutionized science and medicine but it has affected all walks of life; whether they are social, legal, criminal or inheritance related. DNA’s discovery has become important to the extent that it has even influenced a nation’s security parameters / concerns, as scientists have gone all the way to developing biological weapons. Genealogy:The study of ancestry, depends on the study of DNA. With the help of verbal and written history, and cues from DNA testing, one can trace his ancestors and learn about his family tree. Forensic science and its applications:DNA is an important part of it. It has resulted in many breakthroughs in criminal cases as it can be used to trace the criminals by comparing the DNA samples found on the crime scene with those extracted from the suspects. Agriculture: Scientists have used this knowledge to improve the food products and crops by genetically modifying them and making them more powerful to fight diseases. Some really Interesting information about DNA! * 99. 9% of our DNA sequence is the same as other humans. This 0. 1% DNA difference between us may have to do with the number of nucleotides in a person’s DNA! When DNA is copied into a new life , the nucleotides are either gained or lost in the process. This gain or loss results in our differences ! * It would take a person typing 60 words per minute, 8 hour a day, around 50 years to type the human genome! * Our entire DNA sequence is called a genome and there’s an estimated 3000,000,000 DNA bases in our genome! * A complete 3 billion base genome would take 3 GIGABYTES of storage space. * Our entire DNA sequence would fill 2001,000 pages! * Human and Chimps share anywhere between 94-99% of their DNA! * According to a recent research ,humans have at least 1-4% NEANDERTHAL DNA . At some point HOMOSAPIENS and NEANDERTHAL mingled and mated! References * Alberts, Bruce; Alexander Johnson, Julian Lewis, Martin Raff, Keith Roberts and Peter Walters (2002). Molecular Biology of the Cell; Fourth Edition. New York and London: Garland Science. * Wikipedia- http://en. wikipedia. org/wiki/DNA * Watson J. D. and Crick F. H. C. (1953). â€Å"A Structure for Deoxyribose Nucleic Acid† (PDF) * T. M. Devlin's Textbook of Biochemistry 7th (Seventh) edition(Textbook of Biochemistry with Clinical Correlations (Textbook of Biochemistry w/ Clinical Correlations) [Hardcover])(2010)

How do the Montagues and Capulets react to loss in Romeo and Juliet? Essay

Throughout Romeo and Juliet loss is abound, making the text relatable for modern and contemporary audiences. Loss is an ineluctable part of human life allowing audiences from any era to be able to sympathise with the characters and connect with them. Many people share the view that lord Capulet cared little for his daughter, not unusual In Elizabethan times, but I feel there is much evidence to the contrary, lord Capulet, loved his â€Å"only child†, Juliet. PROLOGUE Juliet’s supposed death evoked intense feeling of grief and guilt, clearly shown in the successful use of alliteration. Capulet is overwhelmed by grief, exclaiming â€Å"O child, O child! My soul and not my child!†. Throughout the text â€Å"O† is used to express characters grief. Capulet use of the repetition of â€Å"O† Portrays his shock to Juliet’s death and the grief he feels over it. Shakespeare uses â€Å"O† numerous times to express grief because it can portrayed differently by each actor depending on their interpretation of the character. In Capulets case either the actor thinks he is truly grieving over the death of his â€Å"only child† or he is exaggerating his reaction due to the presence of Paris. It can be interpreted this way because Capulet doesn’t use â€Å"O† when talking about his loss until Paris enters. As soon as Paris sees Juliet he immediately exclaims â€Å"O love! O life!†, Capulet then needs to outdo his reaction so that his love for Juliet is not questioned. Capulet is merely a misunderstood father as he truly grieves the death of his daughter although he neglects to show it to Juliet and the audience before her death. (effect on the audience) In Juliet’s â€Å"death† Capulet used a lot of imagery which serves to portray his emotions. He refers to her as the â€Å"sweetest flower† creating the image of how beautiful Juliet was. However as â€Å"Romeo and Juliet† is a play the audience would have already seen Juliet so it portrays his inner feelings. To Capulet Juliet was the prettiest and â€Å"sweetest† woman. Afterwards he says â€Å"she was a flower deflowered by him†. He no longer feels Juliet is his â€Å"flower† because death has tainted her and took it away, it has â€Å"deflowered† Juliet. Juliet is far too young to die in the night, arousing Capulets  suspicions that Juliet may have been involved. Thus, she is no longer his â€Å"flower† as she betrayed his trust as she is now unable to marry Paris. Capulet was extremely egar for Paris and Juliet to get married and even referred to it is as â€Å"our† wedding. The marriage to a relative of the prince would raise the social standing of the Capulets and hopefully remove them from the watchful eye of the prince. This is dramatic irony because the audience knows Juliet and Paris will never wed because then the Montagues and Capulets won’t be â€Å"alike in dignity† as the Capulets will be valued higher than the Montagues. Upon learning of Juliet’s death lord Capulet acknowledges his mistake of pushing her to marry Paris, insisting the feud cease. Lord Capulet immediately pleads to Montague, â€Å"O brother Montague, give thy hand. This is my daughter’s jointure, for no more can I demand†. Lord Capulet refers to Juliet’s â€Å"jointure† as being her death bed, voicing his regret and guilt for forcing her to marry Paris; he now understands why Juliet didn’t want to marry him. A jointure is something a woman agrees on in consideration of marriage, by calling Juliet’s death her jointure he admits that he wanted Juliet to marry Paris for reasons other than love. However this was common in Elizabethan times which is why they would sympathise with him unlike today’s audience who would not as arranged marriages are not a supported or common aspect in society. The acknowledgement of Montague as Capulets â€Å"brother† infers that he is aware of the marriage between Romeo and Juliet. When Capulet talks about the â€Å"jointure† he is thinking about his son in law, Romeo. Therefore, in order to honour Juliet he ends the feud between the families as he knows this is the only â€Å"jointure† that would have pleased Juliet. This shows evolution of character as he’s ended an â€Å"ancient† feud due to his grief over the loss of his daughter. In act 1 Capulet refers to Romeo as â€Å"a virtuous and well governed youth† supporting the idea that if he had known, Capulet would have approved the wedding between Romeo and Juliet. Thus, if Juliet had told him she could have lived a fulfilling life with Romeo. However as this play is a tragedy it requires the hero to die a tragic death due the (can’t remember the word) (Mercutio’s death), foreshadowing that this would never happen. On  the other hand he could call his former enemy â€Å"brother Montague† because he is suffering the same sorrow for the death of his only child thus, they are brothers in sorrow. Death lies on her like an untimely frost Upon the sweetest flower of all the field. (31-32) Visual lightness and darkness within the scene corresponds to the image of life and death facing Juliet. MY GRAVE IS LIKE MY WEDDING BED-FORESHADOWING Dead art thou! Alack, my child is dead, And with my child my joys are buried. hy camest thou now To murder, murder our solemnity?

Rape- An Unwanted Sexual Violence - 1179 Words

Rape – An Unwanted Sexual Violence Sexual violence, especially rape, is a major emerging health related issue in the United States of America. According to the NISVS survey conducted by the CDC – Centers for Disease Control and Prevention, about 20 percent of the women and 1.5 percent of the men (in the U.S.) have been involved in rape cases at some times in the past, while about 50 percent of the women and 20 percent of the men have been victims of sexual violence (other than rape) at some point in their lifetime (this may include coercive sexual intercourse, unwanted and un-consented sexual contact as well as experiences). Discussion The Definition Of Rape. Rape basically is unwanted, forced sexual intercourse. It can happen to†¦show more content†¦They dont accept that attackers are crazy, yet accept that attackers have issues that disable them seeing someone when under anxiety through sexual roughness. Some different analysts accept that assault is brought about by a sexual habit. The normal analysts will state that an attacker is a man who had youth encounters that were moderately challenging to manage and now they cant identify with ladies in a great way which eventually is a deformity called sexual deficiency. Preventing Date, Acquaintance, And Other Forms Of Rape Rape as well as similar forms of sexual abuse can be stopped before they occur. The Violence against Women Act passed by the Congress in the year 1994 was a step towards preventing rape and sexual abuse; it contributed towards the establishment of the Rape Prevention Education – the RPE program. The program is an effective tool that can (and will) be used against the opportunities of rape and sexual abuse, it will help in preventing sexual abuse and add to the efforts at each level. It is currently operative in all fifty of the states in the US, Six United States Territories, Puerto Rico and the District of Columbia. 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Descartes Synopsis Of Meditations 1 - 987 Words

Descartes: Synopsis of meditations 1, 2, 3 (p530-546) In what follows, I will summarize and come up with some explications to the first three meditations covered by Descartes. The first deals with the method of doubt, the second deals with the human mind and body, and finally the third with the existence of God. I will summarize these parts separately, in that order. In the first meditation, the meditator, who’s Descartes, introduces us with â€Å"the method of doubt†. What is the method of doubt? The method of doubt is a method that Descartes come up with in order to doubt generally in all things. Differently from skepticism, which is the ultimate doubt, Descartes come up with this strategy to question the authenticity of everything. Indeed, Descartes wants to find indubitable proposition on which he could build the rest of the knowledge. For this, he uses the doubt, which is a way to rethink everything from the scratch. I definitely agree with him because come to thin k of it, how can we be sure that what we know or what we ‘ve learned is definitely genuine if we do not try to doubt about it? The fact of doubting, even the fundamental things, make you going deeper on rethinking the authenticity of something in order to come with the final decision to believe or not believe in what was supposed to be the evidence. Therefore, will be considered as genuine only the facts or truths which will make it through this process of doubt and then can finally beShow MoreRelatedAnalysis Of Elisabeth s Criticism Of Descartes Mind Body Dualism1398 Words   |  6 PagesPaper #1 February 29, 2016 Princess Elisabeth’s Criticism of Descartes’ Mind-Body Dualism Renà © Descartes’ seventeenth century philosophy receives much of the credit for the basis of modern philosophy, specifically his argument that the body and the mind are completely separate substances, each with its own independence from the other, also known as dualism. Descartes was educated in the Aristotelian and Greek tradition, and those ideas influenced his dualist thought. In Meditations, Descartes focusedRead MoreThe Matrix And Descartes Theory Of Immaterialism Analysis828 Words   |  4 PagesIn reading both the online synopsis of the Matrix, watching the movie, and reading segments of Descartes’ Meditation I, and Berkeley’s Theory of Immaterialism, a multitude of similarities as well as differences between the them have arisen in my observations. The most striking similarity between them is that they question the reality which is being lived in, or attempt to determine what is reality, or figure what is being controlled by an outside influence. The m ain difference between them was theRead MoreA Method of Doubt and Descartes Essay3440 Words   |  14 PagesA Method of Doubt and Descartes In his first meditation, Descartes sets out with amazing clarity and persistence to clear himself of every false idea that he has acquired previous to this, and determine what he truly knows. To rid him of these rotten apples he has developed a method of doubt with a goal to construct a set of beliefs on foundations which are indubitable. On these foundations, Descartes applies three levels of skepticism, which in turn, generate three levels at which our thoughtsRead More The Free Will in Meditations on First Philosophy by Descartes3767 Words   |  16 PagesThe Free Will in Meditations on First Philosophy by Descartes I In Meditations on First Philosophy, Descartes takes the reader through a methodological exercise in philosophical enquiry. After stripping the intellect of all doubtful and false beliefs, he re-examines the nature and structure of being in an attempt to secure a universally valid epistemology free from skepticism. Hoping for the successful reconciliation of science and theology, Descartes works to reconstruct a new foundation

The Tragedy of Princes Diana - 1120 Words

After her divorce with Prince Charles, Diana continued being photographed as a fashion icon and charity worker. She was a wealthy member of society. Her young life came to a tragic end when she was only 36 years old. She was her chauffeured car sped out of control while trying to escape the paparazzi. On July 1, 1961 at 7:45pm a baby was born. This was the start of a new life of Diana Spencer. Diana was born weighing seven pounds and twelve ounces. She was born at the Park House, in Sandringham, Norfolk, UK. The Park House was property owned by Elizabeth II and situated on the Sandringham Estate. The Spencer family would rent the Park House. Diana was born into a privileged family. She was the daughter of John Spencer. Her mother was Lady Frances Shand Kydd, in Norfolk, England. She is also known as Frances Roche. Diana had three siblings she loved very much. She had one sister, Jane Fellowes, one younger brother, Charles Spencer, and a stepsister, Lady Sarah McCorquodale. 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Payroll Accounting

Question: Discuss about thePayroll Accounting. Answer: Memo Date: 11/17/2016 To: Mary Arnstein, Payroll Manager From: Re: CPP reporting requirement on T4 slips The Canada Pension Plan Regulations requires that employers should deduct CPP contribution from the remuneration of employees. The remuneration is referred to the amount that is received by the employee from the employer[1]. The RC4157 states that employer is required to fill the T4 information slip if the remuneration paid is more than $500 and the incomes paid includes income from employment; allowances and benefits that are taxable and other incomes. The T4 information slip should include the information relating to salary, wages and all other remuneration of the employees. Further, it should also contain information relating to taxable allowance, taxable benefit and other deductions. The general instruction for completing the T4 slip is to clearly complete the slip in an alphabetical order and dollar sign is not required to be included[2]. There are numerous boxes in the T4 slip and the basic informations like name, address and years are included in the slip. In Box 10, the province of employment is indicated in abbreviation and if the employee works in more than one province then separate T4 slip should be filled. The employment income should be included in the Box 14 and this should include total income received before any deductions. In the BOX 16 and 17, the amount that has been deducted from the employees for CPP and QPP should be reported. It is to be noted that if the employees do not contribute then the boxes should be left blank and the employers contribution should not be reported. If the employee turns 18 year old during the reporting period then the employer should start deducting CPP contribution from the remuneration. On the other hand, if the employees turn 70 years the calculation of CPP contribution should be discontinued. The CT Form 30 is the Election to Stop Contribution to Canada pension Plan this form should be filled by the employees between the age of 65 years and 70 years. This form can also be filled if the contribution to CPP was stopped in the previous year and the employees plan to restart the contribution. The Part A, b and C of the CT Form 30 should be filled if the employee plans to stop CPP contribution. In this case, the deficiency in CPP is due to non-contribution by employees turning 18 years old. Reference Annex, H. "Canada Pension Plan."National Population Projections: Review of Methodology for Projecting Mortality(2001): 71. Gruber, Jonathan, and David A. Wise, eds.Social security programs and retirement around the world. University of Chicago Press, 2009. https://www.cra-arc.gc.ca/tx/bsnss/tpcs/pyrll/clcltng/cpp-rpc/menu-eng.html[3]

The Myth of Consumerism Essay Example For Students

The Myth of Consumerism Essay Every society has mythology. In some societies, its religion. Our religion is consumerism. Ellen Weis, San Franciscos Museum of Modern Mythology Consumerism fuels the capitalist fire. In a capitalist society, the goal is to make money, by whatever means possible, exploiting whichever potential weakness that might exist. The human race is one with a wild imagination, and this wild imagination, though a great strength, can, like all great strengths, serve as a potential weakness. We will write a custom essay on The Myth of Consumerism specifically for you for only $16.38 $13.9/page Order now It is our imaginations that advertising exploits, and it is our imaginations that religion and myth traditionally played the role of satiating, telling stories that have morals to them, lessons to be learned. Now consumerism fulfills this role. The consumer ideology serves as the golden rule, advertising serves as sermons, products serve as our idoltry, and just as religion instills faith at an early age, so too does consumerism. Ellen Weis (qtd. in Advertising Characters 1997) speaks from the perspective of one who is an authority on mythology. Her analogy between religion and consumerism is an accurate one. Undoubtedly, shes referring to this role that consumerism is playing in stimulating our imaginations. It does this by telling us a story, with us playing the lead role, painting a picture of life as being better with the products being sold to us. Our imaginations are carried away by these stories. We want to believe them because they make sense of the world. We want to believe that all it takes to be happy is a trip to the store. This making sense of the world and simplifying to such a triviality is exactly the reason why myths are created. For example, nearly every cigerette ad features a picture of an ideal person smoking their brand, ideal at least by the standards of most people who long to be accepted. For women, the smoker typically has long blonde hair, a beautiful smile, and perfect, white teeth. The ads that best demonstrates this are those for Virginia Slims. For men you have Marlboro with the infamous Marlboro man, who is a rugged, handsome loner out in the countryside with his horse and campfire. The ads seem to say, this could be you. All it takes is a trip to the store and a couple of bucks for a pack. Like all myths, the stories these ads tell have a moral to them. The lesson they teach is: your life can be better with these products or, put another way, you can be a better person with these products. This is the consumer ideology and, just like every religion has some golden rule that pervades all of its lessons, consumerism too has its own golden rule, the consumer ideology. All of its lessons seem to be based upon this underlying assumption that more is better, that we need the things were being sold, and that somehow buying them will make us happier and better people. Of course the medium for these lessons are the ads themselves. Advertising nearly always has some emotional appeal to them. Instead of catering to our intellect and giving us rational reasons why we should consume the products they flaunt, rather they cater to our emotions. What better way to stimulate our imaginations? This is almost directly analogous to the emotional appeal traditionally found in sermons. Especially before our society has become so secular and scientific, sermons were heavily driven by emotion. One heavy emotion that were susceptible to is fear. Fear tactics are used in advertising just as they are in sermons. For example, the Dial soap ads use the slogan, arent you glad you use Dial? Dont you wish everyone did? This slogan seems to assume that the consumer already uses their product which cant possibly be the case because if it were, why would they need to advertise? Thus they seem to be implying that if you arent using Dial, youd sure better redeem yourself quickly before they find out! Similar fear tactics are also used in religious sermons. One extreme example of such sermons are those presented by Jonathan Edwards (1703-1758), like Sinners in the Hands of an Angry God, in which he says, for example, that sinners deserve to be cast into hell; so that divine justice . The Myth Of Consumerism Essay Example For Students The Myth Of Consumerism Essay Every society has mythology. In some societies, its religion. Our religion is consumerism.Ellen Weis, San Franciscos Museum of Modern MythologyConsumerism fuels the capitalist fire. In a capitalist society, the goal is to make money, by whatever means possible, exploiting whichever potential weakness that might exist. The human race is one with a wild imagination, and this wild imagination, though a great strength, can, like all great strengths, serve as a potential weakness.It is our imaginations that advertising exploits, and it is our imaginations that religion and myth traditionally played the role of satiating, telling stories that have morals to them, lessons to be learned. Now consumerism fulfills this role. The consumer ideology serves as the golden rule, advertising serves as sermons, products serve as our idoltry, and just as religion instills faith at an early age, so too does consumerism.Ellen Weis (qtd. in Advertising Characters 1997) speaks from the perspective of one who is an authority on mythology. We will write a custom essay on The Myth Of Consumerism specifically for you for only $16.38 $13.9/page Order now Her analogy between religion and consumerism is an accurate one. Undoubtedly, shes referring to this role that consumerism is playing in stimulating our imaginations. It does this by telling us a story, with us playing the lead role, painting a picture of life as being better with the products being sold to us. Our imaginations are carried away by these stories. We want to believe them because they make sense of the world. We want to believe that all it takes to be happy is a trip to the store. This making sense of the world and simplifying to such a triviality is exactly the reason why myths are created.For example, nearly every cigerette ad features a picture of an ideal person smoking their brand, ideal at least by the standards of most people who long to be accepted. For women, the smoker typically has long blonde hair, a beautiful smile, and perfect, white teeth. The ads that best demonstrates this are those for Virginia Slims. For men you have Marlboro with the infamous ;Marlboro man,; who is a rugged, handsome loner out in the countryside with his horse and campfire. The ads seem to say, ;this could be you. ; All it takes is a trip to the store and a couple of bucks for a pack.Like all myths, the stories these ads tell have a moral to them. The lesson they teach is: your life can be better with these products or, put another way, you can be a better person with these products. This is the consumer ideology and, just like every religion has some ;golden rule; that pervades all of its lessons, consumerism too has its own golden rule, the consumer ideology. All of its lessons seem to be based upon this underlying assumption that more is better, that we need the things were being sold, and that somehow buying them will make us happier and better people.Of course the medium for these lessons are the ads themselves. Advertising nearly always has some emotional appeal to them. Instead of catering to our intellect and giving us rational reasons why we should consume the products they flaunt, rather they cater to our emotions. What better way to stimulate our imaginations? This is almost directly analogous to the emotional appeal traditionally found in sermons. Especially before our society has become so secular and scientific, sermons were heavily driven by emotion.One heavy emotion that were susceptible to is fear. Fear tactics are used in advertising just as they are in sermons. For example, the Dial soap ads use the slogan, ;arent you glad you use Dial? Dont you wish everyone did?; This slogan seems to assume that the consumer already uses their product which cant possibly be the case because if it were, why would they need to advertise? Thus they seem to be implying that if you arent using Dial, youd sure better redeem yourself quickly before they find out! Similar fear tactics are also used in religious sermons. One extreme example of such sermons are those presented by Jonathan Edwards (1703-1758), like Sinners in the Hands of an Angry God, in which he says, for example, that sinners deserve to be cast into hell; so that divine justice .