Comparing Carbon Footprints of Nike and Timberland Shoe Companies :: Business and the Environment

Our group is interested in comparing the carbon footprints of two major clothing brands, Nike and Timberland. For comparison, we used statistics provided by the companies through their public Responsibility Reports. These Responsibility Reports have been reviewed by reliable third party committees. We found that Americans purchase on average 8 pairs of shoes every year. This translates to about 7,142,094,187 CO2 tonnes released into the atmosphere every year, in addition to the rest of the world’s population. Click â€Å"see the math† on the left menu bar for the calculations. In relation to Nike and Timberland, we are interested on investigating their impact on the world. Their global dominance and fast business rates are sure to have large carbon footprints; and our project is aimed at calculating their total impact. We also worked to investigate the carbon emissions per shoe in order to learn of each company’s efficiency. As shoes are a basic necessity for modern life, it is satisfying to learn of their environmental effect. To calculate the carbon footprint emitted from shoes purchased in the United States, we used our population of 304,696,851, as of July 26, 2008. 8 pairs of shoes per person is described in the report by the American Apparel and Footwear Association. Each shoe manufactured emits about 2.93 CO2 tonnes Population In the United States: 304,696,851 Average Shoes per person per year: x 8 CO2 emitted per pair: x 2.93 Grand Total of CO2 due to shoes in US: =7,142,094,187 During our research, we found that Timberland and Nike had both published their complete responsibility reports. This made them simple to compare. However, these reports are the year 2005, so the information is to be used solely as a comparison and not an updated reference. Nike reported 1.

Brand History Ysl

Brand History Founded by: Yves Saint Laurent and his partner Pierre Berge Chief Designer: 1. Yves Saint Laurent 1962-2002 The Day of Birth: August 1, 1936 The Day of death: June 1, 2008 Reputation: He is considered by many of the world's best- dressed people to be the inventor of modern fashion. Besides that, he is seen as the last of a generation of clothes designers that made the Rive Gauche (French for â€Å"Left Bank† of the Seine River in Paris) home to the most talented fashion designers in the world. These designers include Christian Dior, Coco Chanel, and Hubert de Givenchy — all people who helped make Paris the international capital of fashion. CAREER: 1. Saint Laurent got his big break when he was only 17 years old. The shy young designer began to work for fashion legend, Christian Dior. 2. By the time he was 21 years old, Saint Laurent was in charge of Dior's empire. He immediately started to develop a unique style that combined Dior's elegance and tradition with a more wearable, realistic style. . Saint Laurent struck out on his own in 1961, opening his own fashion house where he created haute couture for socialites and celebrities. MAIN ACHIEVEMENTS: 1. Saint Laurent's trendsetting clothes not only changed the look of high fashion but also the life of the average woman. 2. Aside from his haute couture clothing, he offered another clothing line for women available in department stores. The designs from this line often turned heads and changed the lives of the women wh o wore them. 3. In the 1960s and 1970s, when women were joining the workforce in millions for the first time, Saint Laurent designed more gender-neutral looks based on pants and jackets. No longer did women feel like they needed to wear only skirts and blouses. The change met with resistance, but women those who wearing Yves Saint Laurent’s pantsuits would simply take off their pants to dictate what they were allowed to wear on more than one occasion. 4. Another clothing item of his that became popular was a jacket called â€Å"le smoking,† which is a square-shouldered tuxedo for women. When the jacket first appeared in his 1966 fall-winter collection, it immediately became a groundbreaking landmark in fashion history because it blurred the lines between traditional male and female style. 5. Saint Laurent also changed fashion by using other types of pop culture in his clothes. For example, he created the Mondrian dress in 1965. These colorful dresses were patterned with the Dutch artist Piet Mondrian's abstract and geometric designs. 6. Saint Laurent also aided the women's liberation movement by challenging other socially accepted norms. . In 1971, Saint Laurent posed nude for his own perfume ads. This was shocking to many people. He did it to raise this question: Why is it more socially acceptable when a woman poses nude for an advertisement than when a man does? 8. He is credited with having introduced the tuxedo suit for women. 9. He became the first designer to use ethnic models in his runway shows, and referenced other non-European cultures in his work. 2. Albe r Elbaz 1998-1999 3. Tom Ford 1999-2004 4. Stefano Pilati 2004- Logo Designed by: A. M. Cassandre Brand Main History: During the 1960s and 1970s, the firm popularized fashion trends such as the beatnik look, safari jackets for men and women, tight pants and tall, thigh-high boots, including the creation of arguably the most famous classic tuxedo suit for women in 1966, Le Smoking suit. Some of his most memorable collections include the Pop Art, Ballet Russes, Picasso and Chinese ones. He also started mainstreaming the idea of wearing silhouettes from the 1920s, '30s and '40s. He was the first, in 1966, to popularize ready-to-wear in an attempt to democratize fashion, with Rive Gauche a |name. He was also the first designer to use black models in his catwalk shows. Among St. Laurent's muses were Loulou de La Falaise, the daughter of a French marquis and an Anglo-Irish fashion model, Betty Catroux, the half-Brazilian daughter of an American diplomat and wife of a French decorator, Talitha Pol-Getty, who died of drug overdose in 1971, and Catherine Deneuve, the iconic French actress. Ambassador to the couturier during the late 1970s and early 80s was London socialite millionairess Diane Boulting-Casserley Vandelli, making the brand ever more popular amongst the -European jet-set and upper classes. In 1993, the Saint-Laurent fashion house was sold to the pharmaceuticals company Sanofi for approximately $600,000,000. In the 1998-1999 seasons, Alber Elbaz, currently of Lanvin, designed 3 ready-to-wear collections. Pierre Berge appointed Hedi Slimane as Collections and art Director in 1997, and they relaunched YSL Rive Gauche Homme. Hedi Slimane decided to leave the house 2 years later. In 1999, Gucci bought the YSL brand and asked Tom Ford to design the ready-to-wear collection while Saint-Laurent would design the haute couture collection. In 2002, dogged by years of poor health, drug abuse, depression, alcoholism, criticisms of YSL designs, Saint-Laurent closed the illustrious couture house of YSL. While the house no longer exists, the brand still survives through its parent company Gucci Group. The pret-a-porter line is still being produced under the direction of Stefano Pilati after Tom Ford left in 2004. His style is decidedly more French than the overtly sexy image that Tom Ford perpetuated. Brand Communication For advertising his companions, the Yves Saint Laurent uses familiar faces from the general public. In the beginning, Scroll Elela great names in fashion as Katoucha Niane, Betty Catroux, Loulou de la Falaise, Talitha Pol-actress Getty or Catherine Deneuve. Then, Kate Moss, Claudia Schiffer. The former supermodel Naomi Campbell is used for the campaign of the Autumn-Winter 09 collection. For the men's fragrance â€Å"Night of the Man† is Vincent Cassel who embodies the new face of the brand. The house YSL applies to make his shows an event for which the jetset people jostling to sit in the front ranks. The venues are just as prestigious as the models occupying the podium. The women's collection Autumn-Winter 07-08 and was held at the Centre Pompidou in Paris on 1 March 2007, while the men's collection for the same season was held in the workshops Berthier. Campaign Spring-Summer 2008 women has, in turn, held on the premises of the Foundation Yves Saint Laurent-Pierre Berge. The Creative Director Stefano Pilati is then, photographers Ines Van Lamsweerde and Vinoodh Matadin and the model is none other than Kate Moss. The Fall-Winter 2009-2010 collection create the event: it is first opened on the website of the brand, before being presented on the catwalk. Since 2007, Stefano Pilati created the event each year to the streets with his â€Å"Manifesto†: a photo catalog of luxury brand Distibution to passersby on the street. In 2008 he was with the image of supermodel Naomi Campbell, photographed by the duo Inez van Lamsweerde and Vinoodh Matadin-distributed simultaneously in Paris, New York, London, Milan, Tokyo and Hong Kong. A cotton bag flanked YSL logo was also provided for the occasion. In 2009 he was with the image of Claudia Schiffer and accompanied by a bag with the initials of the brand, designed by Stefano Pilati himself, and a small USB key.

Anger Is A Weapon Of Destruction - 1521 Words

Anger is a double edged weapon; it could be a weapon of destruction or a means of motivation. As a powerful human emotion, anger’s reasons and results are plenty. Anger can be resulted from insult, attack, abuse, frustration, deception, betrayal, racism, pain and etc. The end of the anger road is a forked; it can lead to overworking and progress but in most cases it leads to violence, revenge, aggression and a destructive behavior. When one is angry, adrenaline causes the body to get ready for a fight. It gives power and energy. There are many types of anger in life. There is the chronic anger that is constantly and leads to stress and health problems. The explosive anger is a type of anger in which people violently express their anger. It causes verbal or physical harms by breaking valued objects or acting in an embarrassing manner. The avoidant anger is different; some people are afraid to express their anger and tend to keep it bottled. This type of anger is very passive and never resolves a situation or a problem. The most difficult type of anger to control or recognize is the aggressive anger. The aggressive anger can be expressed in violent sarcasm, ignoring or in a sense of revenge. Anger is found everywhere in life, from the very first word of the Iliad through all literary genres. Literary works show how the powerful anger has taken part in the human affairs since ancient times. The anger of the gods is found in a number of elaboratedShow MoreRelatedPen Versus the Sword (Peace Versus Violence) in World History: The Pen is Mightier!1415 Words   |  6 Pages The pen is mightier than the sword The pen influences your mind peacefully. Weapons do not. They tend to violate every path of human kind. The pen influences more people than the sword and has more impact on their lives. The power of the sword is negative destruction of life, and the sword has only caused problems during its reign of power. 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Effective Leadership Management Values Essay - 783 Words

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Although, there are several dimensions this paper will concentrate on the basics of doing business in Brazil. GLOBE Leadership Framework: The GLOBE leadership study has identified Brazil as part of the Latin American culture (Hoppe, 2016). According to the GLOBE leadership study, Brazil is within a cultural cluster that values the following categories: team oriented, performance oriented and group protective. These leadership scales identify a specific managerial style that are preferred in the Latin American cluster. Leaders within this culture are expected to inspire and promoteShow MoreRelatedIlm M3.18943 Words   |  4 PagesILM LEVEL 3 DIPLOMA IN LEADERSHIP AND MANAGEMENT ILM/L3DipLM/0308 Introducing the qualification The ILM Level 3 Diploma in Leadership and Management has been specially designed for first line managers looking to develop a wide range of management and leadership skills suitable for their role. 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Persuasive Essay On Abortion - 1182 Words

Abortion is the deliberate termination of a human pregnancy, most often performed during the first 28 weeks of pregnancy. Abortion has become a modern life casualty. There might be numerous yes and equivalent number of no, voicing their conclusion over this, hence fortifying the contentions spinning around this issue. The truth is that the vast majority of the insights concerning premature birth dont portray an agreeable picture. Truth be told, premature birth has dependably been a warmed subject among the majority as individuals have their own particular school of contemplations with respect to it. That being stated, there are numerous laws representing the lawfulness of this issue. While in as much as 30 nations, premature birth is†¦show more content†¦But if society operated this way, every killing of a person would be justifiable. The real issue would not be the worth of the person killed, but the free choice of the one doing the killing. If a man doesnt want his wife, h e can think of her as a nonperson. If he chooses to kill her, it would not be ‘moral confusion,’ but ‘choice in action’’’(AbortionFacts.com). People in opposition may say tampering with a life, is acting against the creator of the world. Having a fetus removal done dependably conveys the danger of not having the capacity to wind up noticeably pregnant until the end of time in life. Premature birth can likewise prompt genuine wellbeing inconveniences, and at times the most dire outcome imaginable can be demise. It regularly prompts undesirable recollections, which can come about into incredible anxiety and discouragement. A few ladies encounter a sentiment blame, which goes on for their entire lifetime. So, fetus removal can end up being a lifetime worth of weight. Now and then life can be truly brutal on us. There are times when fetus removal may show up as the main alternative for the improvement. In spite of the fact that a mother may experi ence serious difficulties selecting this alternative, she may in the long run consider this spirit slaughtering choice, remembering every one of the advantages and disadvantages of this choice. By the days end, a mother needs to experience the real work torment and different issues required with childShow MoreRelatedPersuasive Essay About Abortion993 Words   |  4 Pagesin two peoples perspectives. The story consisted of a daughter (Deb) and mother’s perspective after the death of her father. The purpose of this layout is to show how they are both grieving in individual ways. Writing for the persuasive was presented as an essay on why abortion should be accessible in every country, and to also outline the shame women receive. Purpose Purpose for writing publication- Purpose for writing a real-estate article was to inform a potential buyer on the house showed. AlsoRead MoreAbortion Persuasive Essay1119 Words   |  5 Pages To begin with, there has always been an extensive issue with the topic of abortion, why? Well, it’s a tough subject and can get extremely emotional and very defensive. Honestly, people just need to open up their eye’s and understand that its murder and not just a choice. It is murder because two can create a blessing and the choice of aborting it, is more like a sacrifice for the reason a mother can’t carry a baby for nine months. Whether a person is a minor, young adult, or an adult and is inRead MoreAbortion Persuasive Essay755 Words   |  4 Pagesinstead these babies are torn limb by limb, burned, and many other tortuous methods to end the precious life. Abortion is murder and is not only very cruel to the unborn baby but it also harms the mother. Pro-choice is an escape from the harsh reality that a baby is being murdered, and in my eyes a life should only be terminated if God himself is ready to call them home. 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Professional Identity Nursing Profession

Question: Discuss about theProfessional Identityfor Nursing Profession. Answer: Introduction Professional identity is a fundamental and integral part of understanding the nursing profession (Raeside, 2015). Therefore, the study will provide a detailed understanding of the meaning of professional identity concerning nursing profession and also provide an understanding of some of the factors contributing or affecting the development of professional identity. A major emphasis will be laid in understanding the nursing professional organization, agency or association and how it relates to professional expectations. Finally the essay will examine how the professional organization or agency or association monitor quality control in nursing profession by reviewing some of the guidelines, standards, the codes of conduct(CC) which have been put in place by this partnership. The other purpose of the easy will examine the link between these set standards of practice and the safety of the patients.. Professionalism refers to the conducts, qualities or aims that characterize a professional person (Manley et al. (2011). Professional identity (PI) on the other hand can be defined as the set of values,attributes, beliefs, motives and experiences by which an individual describe themselves in their professional lives (Fredriksson Johansson, 2014). According to the Nurse Practitioner Practice (2012), professional identity is said to be both personal and career development. It, therefore, involves the internalization of core values and perspectives recognized as integral to the practice of a nursing profession. Therefore, nurses embrace and are required to adopt these fundamental values in their practice to promote the ideals of the nursing profession (Caricati et al., 2016). Professionalism is important especially in the nursing profession as it leads to adherence to the code of conduct for nursing professionals. Willetts and Clarke (2016) denote that it also promotes integrity, trust, honesty and ethical behavior. It is also helpful in maintaining a patient confidentiality and fosters a client-centered care as well as owning up to mistakes by the providers of health care. The development of a professional identity (PI) requires the integration of personal values, morals, and attributes with the norms of the profession, in this case, the nursing profession according to Fernandez and Crouch (2016). These may end up forming that primary allegiance of the individual's personal identity (PI) with the occupation (Stuebs, 2017). Some of the factors influence the development of professional identity include; gender, professional socialization, social values and education, the understanding of teamwork and cognitive flexibility (Bain, 2016). Professional socialization is very helpful in the development of professional identity according to Domen et al. (2-17). It can be a process by which a person acquires the skills, knowledge, and sense of professional identity that are evident of a member of that profession. It involves the internalization of the values and norms of the group into the person's behavior and self-conception (Adams et al., 2011; Caricati et al. 2016). Therefore, socialization in this context refers to an individual developing an understanding of what means to be a profession. It suggests that to some extent, their process is dependent on the existence of role models to help the novice find the appropriate identity. Due to their vast experience in practice, these role models or mentors provide great help to young and new health care providers as it builds confidence in their practical skills and moral guidance in their field. Cognitive flexibility is also another factor influencing the development of prof essional identity. It refers to an individuals ability to structure knowledge in response to changing situational demands (Fredriksson Johansson, 2014). It can also be narrowed down to; a persons awareness of options and alternatives available in any given situation and his willingness to be flexible and adapt to the situation. There are also other factors such as the understanding of teamwork and education which also help in the development of professional identity. Team working provides a better platform for learning as once you make a mistake, it is easier to be corrected and guided by the other colleagues unlike working individually. Social values governing the boundaries to what can and cannot be done are also a factor affecting professional identity development. Education accentuates the importance of empathy and self-reflection. The American Association of nurses practitioners was founded in 1985 with a mission of empowering all nurse practitioners to advance quality health care in America and worldwide through practice, education, advocacy, research, and leadership (Blair et al., 2016). It is the largest nursing association in the world. To achieve its mission it has set down some standards of practice which each and every nurse practitioner should adhere to provide quality health care services. One of the criteria laid down are the education qualifications for every nurse practitioner who they must be registered health care providers and have the relevant skills (Fredriksson Johansson, 2014). Only those with relevant skills can be allowed to provide health care services. The second standard is the process of care, whereby the nurse practitioners are required to utilize the scientific process of national standards of care as a framework for managing patient care. The other rule set is regarding care priorities on patient and family education. The nurse practitioner should provide both the patient and his or her family with all relevant information regarding the situation been handled. They should also promote the facilitation of patient participation in self-care, free health and the promotion of a safe environment (Blair et al., 2016). There are also interdisciplinary or collaborative responsibilities. In this case, the nurse practitioners should always act as a team leader and ensure they interact with their professional colleagues within there is, so specialization to provide comprehensive care. They should also provide accurate documentation of patient status and attention. The records should be accurate, legible and confidential. Lastly, they also set standards for adjunct roles of nurses practitioners; in this case, the nurse practitioners should combine the functions of a mentor, educator, provider, manager, researcher, and consultant. They should employ research as the basis for practice. They can promote research through developing clinical research questions, conducting or participating in studies and disseminating findings into practice. The College of Licensed Practical Nurses (CLPN), has been entrusted under the health professional Act, with the responsibility to protect the public. Through regulation of Licensed Practical Nursing, it has provided some of the standards of practice guiding health practitioners to provide comprehensive care. These include; knowledge, whereby the health care providers should integrate knowledge of nursing science, arts, and humanities acquired through first and continuous learning. This is important as it enhances the skills, quality, and competence of the nurse practitioner as well as ensuring the patient gets quality health care. The second standard of practice is accountability, in which the nurse practitioner should demonstrate accountability and become responsible for own nursing actions and professional conduct. They should also maintain appropriate boundaries between professional therapeutic relationships and non-professional personal relationships (Blair et al., 2016). They should also promote the patients safety by acting to prevent or minimize adverse events or occurrences through identification and reporting of situations that are unsafe or potentially unsafe for clients or health workers. Manley et al. (2011) also denote that nurse practitioners should collaborate with clients, healthcare professionals, and stakeholders in the provisions of health care services. All this can only be achieved when health care providers provide an environment that promotes active relationship planning, implementing and coordinating the delivery of nursing care. Therefore this is important as they will all work towards the accomplishment of one goal. And lastly, they should demonstrate leadership skills in own practice as well as in management and supervision of others. By setting these standards of practice and code of conducts the American Association of Nurses Practitioners has provided a benchmark or a tool for enhancing the quality of health care or services rendered. Its against these standards of practice where one can understand whether the needs of their clients are met or not or whether the health practitioners are working towards the same goal or objective according to Manley et al. (2011). So these associations monitor the quality of health care by accessing the indicators from the set standards of practice. When the nurse practitioners work under the guidelines given the, it becomes easy to measure the performance and the quality of services been provide and act accordingly. Conclusion From the study above it can be conclude that professional identity is critical in a nursing profession as it equips the individual with the knowledge, skills, and sense of professional identitythat embracing the fundamental values, code of conduct and set guidelines and standards will promote the idea of the nursing profession. It is found that cognitive flexibility is a major factor contributing or enhancing the development of professional identity. Therefore every nursing practitioner should develop cognitive consciousness or flexibility when it comes to making the decision relating to a particular situation. These decisions should be made to set standards of practice. References Adams, K., Hean, S., Sturgis, P., Clark, J. M. (2011).Investigating the factors influencing professional identity of first-year health and social care students.Learning In Health Social Care, 5(2), 55-68.doi:10 Bain, C. E. (2016). Professionalism in Accounting Graduates: Employers' Preferences and Colleges of Business' Challenges.Journal Of The Academy Of Business Education,17157-171. Blair, W., Kable, A., Courtney-Pratt, H., Doran, E. (2016).Mixed method integrative review exploring nurses' recognition and response to unsafe practice.Journal Of Advanced Nursing, 72(3), 488-500. doi:10.1111/jan.12855 Caricati, L., Mancini, T., Sollami, A., Bianconcini, M., Guidi, C., Prandi, C., ... Artioli, G. (2016).The role of professional and team commitments in nurse-physician collaboration.Journal Of Nursing Management, 24(2), E192-E200. doi:10.1111/jonm.12323 Coram, P. J., Robinson, M. J. (2017). Professionalism and Performance Incentives in Accounting Firms.Accounting Horizons,31(1), 103-123.doi:10.2308/acch-51636 Domen, R. E., Johnson, K., Conran, R. M., Hoffman, R. D., Post, M. D., Steinberg, J. J., ... Powell, S. Z. (2017). Professionalism in Pathology.Archives Of Pathology Laboratory Medicine,141(2), 215-219. doi:10.5858/arpa.2016-0217-CP Fernandez, K. A., Crouch, G. (2016). Defining Medical Professionalism Across the Years of Training and Experience at the Uniformed Services University of the Health Sciences.Military Medicine,181(10), 1294-1299. doi:10.7205/MILMED-D-15-00438 Fernandez, K. A., Crouch, G. (2016). Defining Medical Professionalism Across the Years of Training and Experience at the Uniformed Services University of the Health Sciences.Military Medicine,181(10), 1294-1299. doi:10.7205/MILMED-D-15-00438 Fredriksson, M., Johansson, B. (2014). The Dynamics of Professional Identity.Journalism Practice, 8(5), 585-595. doi:10.1080/17512786.2014.884746.1111/j.1473-6861.2006.00119.x Manley, K., Watts, C., Cunningham, G., Davies, J. (2011). Principles of Nursing Practice: development and implementation. Nursing Standard, 25(27), 35-37. Nurse Practitioner Practice in 2012: Meeting the Health Care Needs of Tomorrow. (2003). Journal of the American Academy of Nurse Practitioners, 15(4), 146 Raeside, R. (2015).Professional role identity in shaping community nurses reactions to nursing policy.Journal Of Nursing Management, 23(4), 459-467. doi:10.1111/jonm.12153 Stuebs, M. M. (2017). Virtuous Professionalism in Accountants to Avoid Fraud and to Restore Financial Reporting.Journal Of Business Ethics,140(4), 687-704. Willetts, G., Clarke, D. (2014).Constructing nurses' professional identity through social identity theory.International Journal Of Nursing Practice, 20(2), 164-169. doi:10.1111/ijn.12108

Short term sensory store Essay Example

Short term sensory store Paper Sensory Memory preserves information in its original sensory form for a brief time, usually only a fraction of a second. Sensory memory allows the sensation of a visual pattern, sound or touch to linger for a brief moment after the sensory stimulation is over. In the case of vision, people really perceive an afterimage rather than the actual stimulus. Short-term Memory is a limited capacity store than can maintain unrehearsed information for about 20 to 30 seconds. In contrast, information stored in long-term memory may last weeks, months or years. Actually, you can maintain information in your short-term memory for longer than 30 seconds. How? Primarily, by engaging in rehearsal the process of verbalizing or thinking about the informationwithout rehearsal, information in short-term memory quickly decays with the passage of time. You can increase the capacity of your short-term memory by combining stimuli into larger, possibly higher-order, units called chunks. A chunk is a group of familiar stimuli stored as a single unit. The two key characteristics that originally defined short-term memory small capacity and short storage duration are still present in the concept of working memory. We will write a custom essay sample on Short term sensory store specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Short term sensory store specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Short term sensory store specifically for you FOR ONLY $16.38 $13.9/page Hire Writer In certain models (Wickens (1992) being one such model), perceptual processes are conceptually separated into two stages: a short term sensory store (STSS) and perception. What these two stages have in common is the role of filtering out unnecessary information. Short Term Sensory Store (STSS) The STSS is a temporary storage mechanism associated with each sensory channel (i.e. the organs of the body responsible for touch, sight, smell, taste and hearing tactile system, eyes, nose, tongue and ears). For example, when you close your eyes an image remains in front of your (closed) eyes for a short period of time. This is referred to as iconic storage (echoic storage would be the same process of temporary storage associated with hearing). The STSS has a number of important characteristics which enable researchers to determine what constitutes temporary early processing versus deeper level processing. Firstly, the STSS is pre-attentive. This means that no conscious attention is required for something to be stored in an STSS, rather the signal/stimulus is stored in a particular STSS automatically. Secondly, the STSS is veridical. This means that the signal/stimulus is preserved in the STSS with all the physical attributes of the actual signal/stimulus. The STSS retains an exact replica of the physical attributes of the signal/stimulus. Finally, the STSS is short duration. The contents of the STSS using decay quite rapidly. The the case of iconic storage, the physical attributes of the stimulus usually decay after approximately one second, while in echoic storage the physical attributes of the signal/stimulus usually decay after approximately three seconds, and kineasthetic storage lasts approximately eight seconds. The STSS is important in cognitive ergonomics because it draws attention to the presence and the limitations of the temporary storage capacity of our sensory organs. Firstly, we must note that our sensory organs retain some memory of the signal/stimulus that enables us to perceive it without actually paying attention to it . Secondly, we must note that that each of the STSS have time-related constraints, and these constraints differ according to the sensory channel. For example, we are able to perceive visual cues from our environment even when we are not directing our conscious attention to those cues, provided that the visual cue enters the iconic storage mechanism and provided that the time interval is relatively short (approximately one second). For the most part though the STSS enables us to retain something of the signal/stimulus to allow further processing (or discarding). Perceptual Encoding Once a signal/stimulus has passed into the STSS it may be processed at progressively higher centres within the central nervous system. One theory contends that once information makes contact with a unique neural node that has previously been learned, is stored or is innate, then this information is perceived. Perception is an early information processing stage that is essentially involved with the recognition of a signal/stimuli and putting it into a category. Theorists and researchers have noted that there are different categories of perception. Absolute Judgement refers to the perceptual classification of a signal/stimulus into a particular categorical level (as is typical in absolute judgement task). This is characterised by people being asked to determine the loudness of a tone, the size of a crowd, or the smoothness of a surface. In such perception tasks, people are required to determine a single attribute. Detection is the simplest form of perception, which in essence is asking the question: is the signal/stimulus/target present or not? Pattern recognition, on the other hand is a more complex task that requires a person to perceive at least two dimensions in order to match a particular stimulus to a category. In the case of pattern recognition there is a great deal of interplay between perception and memory (long term memory in particular). Each of the combinations of the dimensions (usually referred to as features) must be compared to existing categorisations within long term memory. For example, the letters A a A a aA all fall into the category of a single alphabetic letter, despite their (slightly) different appearance. We are able to recognise the pattern and assign these letters to the same category. Finally, analogue perception is the continual perceptual categorisation of a dynamic signal/stimulus. Such perception is required when driving a car, when looking at an action movie or just walking across the street. It is important to note that perception requires some element of conscious attention in order to function. In this way, we are able to separate the roles of STSS and perceptual encoding, even although both processes are involved with the acquisition and filtering of information for higher order cognitive processing. The role of perceptual encoding in cognitive ergonomics is important for a number of reasons. Understanding when people are able to perceive a signal or not is important for many absolute judgement tasks. Whether a Doctor can see a small fracture on an X-ray, whether a security guard can detect a near invisible intruder on security monitor, or whether a quality assurance officer can see the small fault in a beer bottle top or all examples of real-world absolute judgement tasks that can benefit from our understanding of the mechanisms of absolute judgement perception. Pattern recognition can be applied to even more contexts than absolute judgement perception. Our understanding of pattern recognition has been applied to the problems of recognition of pictures, symbols (including letters or the alphabet and numbers) and icons. The large numbers of icons and pictorial symbols in computer software, on microwave ovens, on cellular phone displays and even motor vehicle dashboards demonstrates how prolific pattern recognition is within modern technological society. As these symbols are used more in society, so we are able to develop memory traces that enable us to recognise similar symbols in different situations. However, when we encounter unfamiliar symbols we can become confused and in some cases reluctant to continue.