H.J Heinz Company :: essays research papers

H.J. Heinz Company      H.J. Heinz Company, ordinarily known as Heinz, popular for its â€Å"57 Varieties† trademark, was established in 1869, by Henry John Heinz, in Sharpsburg, Pennsylvania. In 1869, the multi year old Henry started a new business with L. Clarence Noble as â€Å"Heinz and Noble.† The main item they propelled was as a matter of fact horseradish. The sauce was one of a kind in that it was sold in clear glass jugs to show its immaculateness, though rivals utilized shaded glass to conceal the low quality of their items. There was an explanation that author Henry John Heinz showed his item in straightforward containers. He stood firm on quality and gladly showed the entirety of his items to the individuals and his rivals by utilizing an unmistakable jug to show that his items where the genuine article and the best. From the earliest starting point of Heinz, the driving thought was quality, and quality is the thing that made Heinz the organization it is today.      After horseradish came pickles, sauerkraut, and vinegar, conveyed by horse-attracted carts to food merchants and around Pittsburgh, Pennsylvania. Preparing, pressing and the central command workplaces shared a two-story farmhouse in Sharpsburg, at the city’s northern edge. However, inside five years, Heinz and accomplice L. C. Honorable needed to move to bigger quarters in view of their huge development. They were headed to getting one of the nation’s driving makers of sauces. Heinz and Noble could consider as a part of its benefits a hundred sections of land of nursery along the Allegheny River †30 sections of land of horseradish †alongside 24 ponies, twelve carts and a vinegar manufacturing plant in St. Louis.      After beginning achievement, the organization was constrained into chapter 11 out of 1875, a time of monetary downturn and harvest excess. Nonetheless, this fruitful youthful venture was not going to let the financial frenzy of 1875 prevent it from turning into the world’s driving tomato processor.      After the financial emergency, Heinz began once again with sibling, John and cousin, Frederick, in 1875. The new association with his sibling and cousin, â€Å"H. and J. Heinz†, appeared. In the downturn welcomed on by the financial breakdown, it was a troublesome first year, yet one in which another item was presented and would turn into its most notable item †tomato ketchup. Red and green pepper sauce before long followed, at that point juice vinegar, creamy fruit spread, stew sauce, mincemeat, mustard, tomato soup, olives, salted onions, cured cauliflower, heated beans and the primary sweet pickles at any point brought to advertise.

The Effects of Evolving Technology on Business Industries

The main thing in this world that is consistent is change. This is an essentially referred to stating which existed for as far back as I can recall. Thinking back 50 years and more from today, I can review how we used to handle in class about how individuals have lived hundreds of years prior. Globalization is the aftereffect of humans’ interminable quest for upgrades and mechanical advancements. It is a combination of economy, work and innovation everywhere throughout the world, even across worldwide fringes. This development has expanded the progression of capital, merchandise, rivalry and work across outskirts which, thusly, had profoundly changed the genuine significance of citizenship. Today, the upsurge of improvements in innovation undeniably affects how associations work inside and with different foundations. For an association, its prosperity and disappointment extraordinarily relies upon how the association was organized to function. The drive to improve people groups living example is as yet a similar drive or factor which triggers universal firms to globalize their tasks and with that, today’s most recent innovation makes the company’s and customers life simpler It empower organizations to decrease cost by utilizing amazing hardware and apparatuses while purchasers can have simpler access to the freshest items in the market. The development of another innovation presents the two dangers and openings inside the business elements and adjusts the serious powers. Industry pioneers face the chance of losing their main spot and being supplanted by new contestants and dark horses (since boundaries to passage might be brought down). In this manner, innovation changes may give significant moves in industry elements. Contingent upon its authoritative capacities, it might be fortunate or unfortunate to make extreme acclimations to the current association when a troublesome development happens. Troublesome change happens so discontinuously that there is no standard reaction to them. Step by step instructions to alter its new item improvement process relies upon the associations abilities. Capacities are its assets, forms (how they change assets to items), and corporate qualities. While assets are versatile to change, forms are not as adaptable, and qualities are even less adaptable. Accordingly, when a troublesome mechanical change happens, an organization must look to its abilities. On the off chance that the change requires a gigantic measure of monetary assets that the organization doesn't have, at that point they clearly can't put resources into the change, on the flipside, if a huge capital firm faces a similar change, the interest in the troublesome innovation might be little to such an extent that it does not merit their increasingly important time. A similar situation goes for procedures and qualities. Huge firms might be huge to the point, that modifying their procedures to suit a change might be too difficult though littler firms may have an a lot simpler time making alterations in their procedures. Furthermore, almost certainly, a littler firm’s qualities might be more adaptable for troublesome change than huge organizations whose longstanding qualities are not effectively versatile. To defeat the normal inertial found in most huge associations, supervisors may make new structures inside the association where new procedures can be created. This includes taking out workers with the necessary abilities and drawing another limit around them. When the organization’s qualities may not be good with the new procedures, firms may make a totally different undertaking which is completely claimed by the firm yet situated in another area with the individuals and different assets important to make a domain helpful for the new procedure. What's more, last, when a firm doesn’t have the supporting qualities, assets or procedures for continuing another procedure, it might obtain another firm which does. A few variables may affect specific stages in the development of another innovation. For instance, mechanical advances, changes in what customers need or need, and changes in guidelines may trigger an innovation development. What's more, industry changes frequently feed of natural changes. Anyway this important change, once activated, doesn't really start until supervisors notice this need and follow up on it. When acting, supervisors look to investigation, and this experimentation profoundly impacts the business as it enables shape what the new business to structure will be. Thus, as examinations fizzle, the quantity of firms in the business for the most part is sliced down the middle, however periodically may increment. An industry’s reaction to another innovation decides when and how the mechanical change will happen. Without administrative knowledge and dynamic identified with the innovation, the present business structure will continue. Directors are basically the ones putting resources into these new advances and they pick how and when to advertise them to general society, and in this manner have at last the underlying authority over the change. On the off chance that the business all in all doesn't react well to the innovation, they may not decide to contribute and showcase it, accordingly hindering its development. In actuality, in the event that they react well, it quickens the advancement of the change. In the event that the business all in all is uncertain significance some kindness some don't and some are going back and forth, the change may just observe moderate development, and relying upon which course assessments are influenced (possibly in support of the innovation), the change might be finished or the advancement may never meet its pinnacle. One of the primary advancements of innovation was the centralized server framework and it was during the 1960’s that PCs and such began to grant in associations and firms. The exemplary methods of hierarchal administration frameworks began to crumble during these occasions. Through innovative change, globalizing the activities of a worldwide organization could set up a ranch where they can diminish their work cost. Not denying the way that various individuals from various nations have various tastes, universal organizations could likewise customize their items as per the buyers or markets inclinations without disposing of their gauges and trademark. Previously, data control was essentially dealt with by those in administrative situations in a straight way as indicated by rank. With these frameworks of innovation, data was taken care of as to such an extent that organization straightforwardness is moderately existent for the individuals who can get hold of certain data. The assault of advancements in innovation has activated authoritative structure modifications. These progressions can be shown by thinking about two key factors: the area of data and the area of choice rights in the association (Brynjolfsson E. also, H. Mendelsson). With the creative innovative frameworks today, significant data can now be accessible to all representatives or laborers in an association at all level. Previously, data dealing with and benefit was constrained to the people that straightforwardly handle them. Presently, the duty of dealing with data is left to data technologists or professionals. The experts at that point put information or data into databases which are open to all parts of the association For instance, an association can have a site, normally kept up and refreshed by proficient data technologists. Here, representatives, chiefs and clients the same, can sign on to the site and access whatever data they required. Moreover, having sites is likewise an extraordinary bit of leeway since supportive inputs are simpler to get from the two clients and representatives. The developing requirement for innovation advancements clears approach to reinforcing certain ventures in a corporate world; like information the executives administrations, PC engineers, data technologists, programming planners or builds et cetera. In spite of the fact that there are still associations or organizations that are reluctant to utilize data innovation, a developing number of associations are opening to the chance of rebuilding their associations to suit the benefits of utilizing the advanced data frameworks of today. Seeing as innovation development not just sets aside time and cash; it is likewise effective and truly adaptable as for the association that picks to implant it in their current structure. In addition to the fact that it revolutionizes an association from inside. Through the considerably utilized World Wide Web, associations can impart and help out different associations in a quicker, increasingly productive and less expensive way. Today, with the utilization of virtual workplaces, it is conceivable to close arrangements and understandings from taking an interest people the world over without genuinely meeting one another. These days, as more associations center around the significance of data stream, authoritative structures keep on changing into increasingly complex systems.â subsequently, there is additionally a nonstop drive to make more upgrades and headway in the field of mechanical advancement. These days, PC and work area have been overwhelmed by new availability choices. There are different of USB gadgets like Digital cameras, iPods, PDAs, FireWire, thumb drives and MP3 players; with current advances, for example, Wi-Fi, Bluetooth and infrared (IrDA). With all these developing prevalence of versatile gadgetry encouraging adaptable working, obviously representatives could chip away at the move. Endpoint frameworks today are effectively accessible. They are easy to understand and typically accompany more than one element. With every one of these comforts, it additionally implies that workers could be hefting around a lot of touchy data unconscious of the potential dangers. Not exclusively can secret information be lost, representatives could likewise accidentally present malware onto the system while transferring work from versatile gadgets. Be that as it may, along with this portability in work, come different infections which will bust your documents just as your devices. The impact of innovation had a major effect in the l

MPA-DP Spotlight Urban Mobility Master Class and the Summer Field Placement COLUMBIA UNIVERSITY - SIPA Admissions Blog

MPA-DP Spotlight Urban Mobility Master Class and the Summer Field Placement COLUMBIA UNIVERSITY - SIPA Admissions Blog The MPA in Development Practice program has some distinct educational opportunities for students. Here we highlight two of them: 1. Master Class: Urban Mobility On Saturday November 9th, six generations of MDP students came to attend Paloma Ruiz’s, Principal Executive of Transport Infrastructure for the CAF MasterClass. Paloma (MDP’13 alumni) focused on the importance of urban mobility development in reaching overall inclusive and sustainable development. During the master class Paloma presented real-life policy cases from Colombia, Ecuador, China, the US, and Europe for attendants’ better understanding of how well planned transport infrastructure projects can reinforce institutional capacity and general improvements to people’s quality of life. The Urban Mobility Master Class. 2. Ryo Ogura MPA-DP 20 and his Summer Placement experience Ryo Ogura (MPA-DP’20) spent his summer placement at the Asian Infrastructure Investment Bank (AIIB) in Beijing, China, a newly established multilateral development bank focusing on sustainable infrastructure investment. As an intern in the Office of Treasurer, he worked on robotic process automation to improve operation efficiency, long-term cash flow forecasting model building. Ryo Ogura MPA-DP 20 with colleague Jonathan Poon MPA-DP 16 at AIIB. Learn more about the  MPA-DP Program: Instagram:  columbiasipa_mpadp Twitter: @ColumbiaMPADP LinkedIn Facebook

Internet Privacy Essays - 1814 Words

Internet Privacy The concern about privacy on the Internet is increasingly becoming an issue of international dispute. ?Citizens are becoming concerned that the most intimate details of their daily lives are being monitored, searched and recorded.? (www.britannica.com) 81% of Net users are concerned about threats to their privacy while online. The greatest threat to privacy comes from the construction of e-commerce alone, and not from state agents. E-commerce is structured on the copy and trade of intimate personal information and therefore, a threat to privacy on the Internet. The Internet?s leading advertising company, DoubleClick, Inc. compiled thorough information on the browsing routine of millions of users. They accomplished this†¦show more content†¦(www.britannica.com) In 2000 Amazon.com created controversy when they changed their privacy policy without warning. They announced that customers were no longer allowed to obstruct the distribution of personal data. Globally Unique Identifiers, or GUIDS make it possible to link every file, e-mail communication, and on-line chat room posting with the real-world identity of the person who created it. The unease for this issue is also growing. GUIDs are a kind of serial number that can be connected with a person?s name and e-mail address when he registers on-line for merchandise or service. One of the most popular Internet music players, RealJukebox was recognized in November 1999 by privacy advocates when they realized that the music each user downloaded could pinpoint a user?s identity by matching it with a unique identification number. There were even various software products such as Microsoft Word 97 and PowerPoint 97, which implanted distinct identifiers into every document. nbsp;nbsp;nbsp;nbsp;nbsp;?Americans increasingly seem to agree that Congress should save them from the worst excesses of online profiling.? (www.britannica.com) A poll conducted in March for Business Week magazine showed that 57% of the respondents said that the government should pass laws that modify how personal information could be collected and used on theShow MoreRelatedGoogle and Internet Privacy717 Words   |  3 PagesGoogle and Internet Privacy In this exercise on ethics and privacy policy we focus our studies on an oft occurring situation in offices that have multiple employees sharing office resources that may lead to intrusive instances. The case refers to a couple of employee’s complaints of unwarranted pop-ups on their computers from unsolicited advertisers. In particular, the ads pertain to some sorts of HIV/AIDS medications that stimulate recovery from this fatal disease or at least help cope with itRead More Essay on Internet Privacy - Invasion of Privacy on the Internet964 Words   |  4 PagesInvasion of Privacy on the Internet       Invasion of privacy is a serious issue concerning the Internet, as e-mails can be read if not encrypted, and cookies can track a user and store personal information. Lack of privacy policies and employee monitoring threatens security also. Individuals should have the right to protect themselves as much as possible from privacy invasion and shouldnt have to give in to lowered standards of safety being pursued by the government.    EncryptionRead MoreInternet Privacy And The Internet1895 Words   |  8 PagesInternet privacy is an issue that has constantly taken up a portion of the world stage for many years. Legislators are even now trying to find the delicate balance between Internet privacy and Internet security. The medium of the Internet is simply too new to be completely understood by lawmakers, and it will take some time before there is a complete grasp. Online Privacy and Facebook Nowadays, the new generation life without Facebook is almost unthinkable. Since its inception in 2004, this popularRead MoreInternet Privacy1375 Words   |  6 PagesA Right to Privacy? What a Joke! It has become a sad and upsetting fact that in todays society the truth is that the right to ones privacy in the I.T (information technological) world has become, simply a joke. In an electronic media article No place to hide, written by James Norman, two interesting and debatable questions were raised: ‘Are we witnessing the erosion of the demarcation of public and private spaces brought on by the networked economy and new technology? Also, ‘What rolesRead MoreInternet Privacy1946 Words   |  8 PagesInternet Privacy The concern about privacy on the Internet is increasingly becoming an issue of international dispute. ?Citizens are becoming concerned that the most intimate details of their daily lives are being monitored, searched and recorded.? (www.britannica.com) 81% of Net users are concerned about threats to their privacy while online. The greatest threat to privacy comes from the construction of e-commerce alone, and not from state agents. E-commerce is structured on the copy andRead MoreInternet Privacy Ethics1395 Words   |  6 Pages 1 II. Cookies and User Profiling 1 III. Privacy laws 2 IV. Web Eavesdropping Read MoreEssay on Internet Privacy1325 Words   |  6 PagesInternet Privacy It has become a sad and upsetting fact that in today’s society the truth is that the right to one’s privacy in the I.T (information technological) world has become, simply a joke. In an electronic media article â€Å"No place to hide†, written by James Norman, two interesting and debatable questions were raised: ‘Are we witnessing the erosion of the demarcation of public and private spaces brought on by the networked economy and new technology?’ Also, ‘What roles do government, industryRead MoreInternet Privacy And The Internet954 Words   |  4 Pagesunauthorized information by computer, but they actually make the internet a safer place. With the growth of the internet comes the growth of hackers and internet privacy. New laws that would increase internet privacy and, limit hackers would halt the internets growth and development. Since the year 2000, the internet has grown enormously we can all agree and with this growth comes a growth of internet users. With all the internet users, online comes people trying to accuse their information byRead More Internet Privacy Essay699 Words   |  3 Pagesabout privacy and security? Im not a criminal or a terrorist. Ive got nothing to hide. These are things that most people think. They also believe the internet is much more secure and that their personal information is only available to them, whereas this is actually quite wrong. There are more reasons to want to protect your privacy than can be named. The important principal is that you have a right to privacy as long as that right is used within the bounds of the law. Seeking privacy shouldRead MorePrivacy on Internet Essay1587 Words   |  7 PagesIII April 1st, 2012 Internet Privacy Essay With the internet gaining such popularity, privacy has become a thing of the past. People have come to accept that strangers can view personal information about them on social networks such as facebook, and companies and the government are constantly viewing peoples’ activity online for a variety of reasons. The government has attempted to help the consumer regain their privacy online by passing the Consumer Internet Privacy Protection Act of 1997

Who Originally Invented Pantyhose

Allen Gant invented pantyhose  in 1953. At the time Gant ran the Glen Raven Knitting Mill of North Carolina,  which was founded by his father John Gant in 1902. Gant was inspired to invent the garment by his pregnant wife, Ethel. According to Gants son, Allen Gant, Jr., Ethel complained that it was too uncomfortable to wear her garter belt while pregnant -- and at the time, this was the only way to hold up her stockings. Gant went to work, and his company eventually introduced a combination of underpants and stockings  on the open market in 1959. With the addition of an opaque nylon top, pantyhose eliminated the need for multiple foundation garments. In 1965, Glen Raven Mills developed a seamless pantyhose version that coincided with the introduction of the miniskirt. The need for stockings that went higher than the short skirts made the undergarment explode in popularity.   The popularity of pantyhose has fallen off in the last couple of decades, as both bare legs and trousers have become more popular among women. Julie Newmar - Improvements to Pantyhose Julie Newmar, a living Hollywood film and television legend, is an inventor in her own right. The former Catwoman patented ultra-sheer, ultra-snug pantyhose. Known for her work in films such as Seven Brides for Seven Brothers and Slaves of Babylon, Newmar has also appeared recently in Fox Televisions Melrose Place and the hit feature film To Wong Fu, Thanks for Everything, Love Julie Newmar.

Sociology and Material Culture Free Essays

Haley Schweitzer Sociology 1010 Term Paper Sociology and Oops My Mistake Sociology is defined as, the study of people doing things together or more specifically, â€Å"the systematic study of the development, structure, interaction, and collective behavior of organized groups of human beings† (Merriam Webster Dictionary). This paper will examine the discourse of structure in sociology, the sociology of culture, and the deviance and sanctions in sociology. After discussing these topics, I will illustrate my act of norm breaking and how it ties in with these three areas of sociology. We will write a custom essay sample on Sociology and Material Culture or any similar topic only for you Order Now The structure of sociology can be identified as, the relationship of definite entities or groups to each other, enduring patterns of behavior by participants in a social system in relation to each other, and institutionalized norms or cognitive frameworks that structure the actions of actors in the social system. Basically saying within the structure are groups, statuses, roles, and institutions. In sociology, a group refers to two or more people who interact on a basis of shared qualities and experiences. A status refers to a specific position within a group, for example, a manager, employee, or a grandma. Within statuses there are two subgroups, ascribed status and achieved status. An ascribed status is one that is unalterable, such as a grandma. An achieved status is one that is obtainable, such as a manager. A role is an expected behavior within a status. For example, while an employee states the position of that role, the employee’s guidelines determine what behavior is appropriate for his/her role. This is the same concept for a status and a role. An institution is complex social structures that meet basic human needs. There are five main institutions: family, economy, education, politics, and religion. The sociology of culture consists of the beliefs, behaviors, objects, and other characteristics common to the members of a particular group or society. Through culture, people and groups define themselves, conform to society’s shared values, and contribute to society. Thus, culture is constructed from three components which are norms, values, and material culture. Norms are â€Å"rules† within a culture that specify how people should conduct themselves every day.  Read also  Sociology and Social Integration. For example, one norm that may vary among different cultures is oculesics (eye behavior). Americans, for instance, maintain fairly direct eye contact when conversing with others. Asians, on the other hand, may avert their eyes as a sign of politeness and respect. A culture’s values are its ideas about what is good, right, fair, and just. For example, a European that came to where I work said there was a saying in his country that Europeans worked to live, while Americans lived to work. So the values are different in America than they are in Europe. Material culture refers to the physical objects, resources, and spaces that people use to define their culture. These include homes, neighborhoods, schools, churches and so forth. All of these physical aspects of a culture help to define its members’ behaviors and perceptions. For example, technology is a vital aspect of material culture in the United States today. American students must learn to use computers to survive in college and business, in contrast to young adults in the Yanomamo society in the Amazon who must learn to build weapons and hunt to survive. Deviance is any behavior that violates social norms, and is usually of sufficient severity to warrant disapproval from the majority of society. Deviance can be criminal or non-criminal. Today, Americans consider such activities as alcoholism, excessive gambling, being nude in public places, stealing, lying, refusing to bathe—to name only a few—as deviant. Sanctions are socially constructed expressions of approval or disapproval. Sanctions can be positive or negative. A positive sanction rewards someone for following a norm and serves to encourage the continuance of a certain type of behavior. For instance, when parents reward a child with money for earning good grades, they are positively sanctioning that child’s behavior. A negative sanction is a way of communicating that a society, or some group in that society, does not approve of a particular behavior. For instance, imprisoning a criminal for breaking the law, and taking away a teenager’s television privileges for breaking curfew are all negative sanctions. The arena I chose for my norm breaking was my downstairs TV room with group of friends some of which I wasn’t well acquainted with. The statuses consisted of many friends with a few friends of friends. The roles to be played in the group were well mannered and somewhat proper of being at someone’s house that you don’t know very well. The expected roles of my close friends and I were to behave politely and welcoming. Most of my friends are well behaved but also a lot of fun to be around. I have a very diverse group of friends with all different kinds of beliefs. Now since new people I hadn’t met before were coming along I made the room all nice, clean and well organized. I didn’t want people to come and see my house for the first time and not want to come back. I bought some different snacks and drinks for everyone to enjoy during the movie and hopefully make them feel more comfortable and at home. We all gathered on a typical Friday night to watch a movie at my house. One of my closer friends hasn’t had much experience with girls but recently I was able to hook him up with a kind of friend of mine so I invited them along to join us. When he and his girlfriend got to the house me and her started some small talk and she said he was lacking in the first kiss department. I told her he was probably just nervous but that I would get to the bottom of it. I thought about it since I had yet to do the whole norm breaking thing and decided this would be the easiest and most comfortable thing I would be able to do. I mean I had my close friends there but I also had some strangers that were most likely still trying to figure all the new people out. When the movie started I sat near the couple and observed both of their movements to decide whether or not to do it. The movie ended, I got up and turned the lights on and just as I predicted there she was sending millions of hints his way that he had to be seeing the whole time but still nothing. Well it was now or never I walked right up to her grabbed her face a planted one on her, I looked at her face bright red and utterly confused then looked at Blake and said, â€Å"Oh she was hinting at you†¦ sorry, my mistake,† and I walked out of the awkward, silent room for a minute to get myself together. I walked back to a rather confused room with very weird looks from everyone. There was silence for a couple of minutes then I explained to all of them why I did what I did. This resulted in a lot of laughter and uncontrollable crying. But still some judging looks. My negative sanctions were the strange looks from all the new people I had just met as well as the very embarrassed and angry look from Blake. Also that the new people that had come that had come that night would not return and when I would see them around town I was avoided and looked at as a â€Å"freak. † In conclusion, I was able to examine the sanctions of deviant behavior from a personal standpoint and the effects it may have when people decide to break norms in a situation after learning the structure of sociology as well as the rules of deviance and sanctions. How to cite Sociology and Material Culture, Papers

Artistic and Psychological Experiments

Question: Discuss about the Artistic and Psychological Experiments. Answer: Introduction The paper will aim to review the journal on psychology regarding synesthesia. Synesthesia is a condition whereby a feature such as a shape like a letter A and B evoke a perception of another condition e. A can evoke the red color while B evokes the blue color on an individual's perception (Dick, 2014). Another definition is that synesthesia is a phenomenon in which an individual experiences unusual perception evoked y the activation of unrelated sensory modality or through a cognitive process (Malim, 2011). According to the author, tests performed by Baron-Cohen, Burt Smith and Harrison established the authenticity of artificial colors. Regardless of the tests, the author states that it is still not clear at what stage the visual of color processing stream is evoked. The article tries to answer the above dilemma by posting questions as to whether it involves relating to high levels of mental association and memories or if the colors are evoked earlier in visual processing and imbued with qualia (Malim, 2011). The article explains that tests that involved the use of embedded shapes tasks, identified that synthetically stimulated colors could lead to pop-out and texture segregation, this shows that there is perceptual evidence for synesthesia. The author cites another test conducted by Hubbard and Ramachadran (2010) in which they encountered two synesthesias at least, who saw colors in numbers that do not exist in the real world. This test indicates that synesthesia may not be as a result of acquired learning but rather the individual's perception. In the article, various theories have made efforts to explain the synesthesia phenomenon. Such theory includes the cross-sectional theory. The theory suggests that synesthesia comes about as a result of cross-activation of between posterior temporal grapheme areas (PTGA) and the color processing area known as the V4. The disinhibited feedback theory explains that synesthesia arises from the disinhibiting of pre-existing feedback connections. The author highlights that similar finding such as those put forward by the cross-sectional theory, re-appeared during the test conducted by Hubbard and Ramachadran in 2010. The author includes another experiment that consisted of four participants who were asked to read the right words they would spot among a list of reversed words and wrong words. The test found that the average error rate for synthetics as 0.03% while that for non-synthetics stood at 23.8%. The author adds that during the same test some of the participants remarked that they first noticed the color before they could identify the shapes of the letters, and they used the color to clue them on the letters. This test concluded that the four synthetics of grapheme are processed unconsciously up to the fusiform and the cross-activate the color cells in V4 before the information is transmitted higher up where the color is used to infer the grapheme (Dark, 2009). The experiment also concluded that in projector synthesis, the phenomenon seems to occur at earlier in sensory processing. The initial stages of letter processing, the visual inputs are used to trigger the component features of the letters (the lines and curves). The trigger leads to the activation of all letter and character that consist of all or some of the component features. Therefore following this logic, the participants managed to identify the right words through processing the synthetic colors relatively earlier and sending the extra information to a higher level of sensory processing, and thus providing additional insight into reading the distorted words and backward-written texts (Baron-Cohen Harrison, 2014). Strengths of the article The author has managed to deliver the overall understanding of the synesthesia phenomenon through the support of several pieces of research, experiments, and theories cited by other authors. The use of pictures in the article further enhances the understanding of the phenomenon as well as the degree at which the experiments were conducted. The statistical data incorporated in the literature has also contributed to the genuineness of the findings. The structure of the article seems more of a review rather than a research as it relies heavily on other researchers work rather than the author's findings or experiments. However, the article's structure is well simplified and can deliver the point easily to the leader. The over reliance on other people's work brings about the question of credibility as some findings may be structured in a biased way. Cases where such issues of credibility arise include, the Ramachandran way of personifying characters and letters. She suggested that according to her perception, letter A seems to be the jealous one while B is quiet and non-assertive (Campen, 2010). Such findings leave the reader with a question as to whether the synesthesia phenomenon is learned or is dependent upon the individual's way of viewing life. Conclusion The article has managed to deliver the most relevant points to the reader. This is due to its simplicity in writing and structure. However, the credibility of the findings still remains questionable. References Baron-Cohen, S. Harrison, J. (2014).Synaesthesia(1st ed.). Cambridge, Mass: Blackwell. Campen, C. (2010).Artistic and psychological experiments with synesthesia(1st ed.). Cognition, Object Formation, Speech Perception, Time Perception, Visual Attention, Visual Information Processing, Visual Memory. (2009).Perception Psychophysics,71(1), 3-4. https://dx.doi.org/10.3758/app.71.1.3 Dark, V. (2009). Switching between memory and perception: Moving attention or memory retrieval?.Memory Cognition,18(2), 119-127. https://dx.doi.org/10.3758/bf03197088 Dick, A. (2014). Iconic memory and its relation to perceptual processing and other memory mechanisms.Perception Psychophysics,16(3), 575-596. https://dx.doi.org/10.3758/bf03198590 Malim, T. (2011).Cognitive processes(1st ed.). London: Macmillan.