YOUTHLINK MAGAZINE | MARCH 13-19, 2012 11

CONTRIBUTED

Prince Myers (second right), manager, NCB Christiana, proudly shares a happy moment with Spaldings High School students and team winners of the 2011 JPS Science TechnologyExpo (l-r) Rejae Fagan, Jevon Givans, Doran Brown, Demari Brown and Oraine Campbell.The team received scholarships from the NCB Foundation in recognition of sweepingthree awards at the 2011 JPS Science Technology Expo.Their project of using fish scales to create plastic items, glues and fertilizers won for Best Overall Display, Most InnovativeDisplay and first in the Tertiary Category.

YOUTHLINK MAGAZINE | 12 MARCH 13-19, 2012

yl:biology

yl:chemistry

Using enzymes informationMMOONNAACCIIAA WWIILLLLIIAAMMSSContributor

HOW ARE you this week? Did you find the information onenzymes useful? I hope you did! This week we will look atanother way that you are often asked to use the information.

Enzyme study is associated with experiments, and it is also associatedwith graphs because the experiments that are carried out produceresults that can be measured and quantified. This week we will belooking at the connection between enzymes and graphs. Sincemeasuring enzyme activity results in the production of numbers, oncethese numbers are produced tables and graphs can be drawn. Let ussee how this can be done.

Look at the graph. On the X axis you have temperature in oC, whileon the Y axis you have the rate of the reaction. The rate of the reactionindicates how fast the substrate is changed into end product. Let usinterpret the graph. What do we notice?

m At temperatures below 30oC the rate of the reaction is slow; not

much of the substrate is broken down.m As the temperature increases above 30

oC the rate of reaction

increases rapidly until the temperature gets to about 42oC, after

which the rate falls rapidly until the temperature gets to about 50oC

when it appears to level off. However, if the temperature is increased above 50

oC, the graph will fall to the 0 line which indicates that the

enzyme has stopped working altogether.m The peak in the graph shows that the enzyme acts best at temperatures between 37 and 40

oC. This is the optimum

temperature for the enzyme.m Why is the reaction slower at temperatures below 30

oC? This is

because the molecules are deactivated, meaning they are not moving quickly hence the rate of collision with the substrate molecules is less. If the enzyme and the substrate do not meet, they cannot form the complex and the reaction cannot take place.m Why does it stop at temperatures above 60

oC? In this instance

the enzyme is denatured, not deactivated. The shape of the enzyme changes and this destroys the active sites so the complex can no longer be formed, hence the reaction cannot take place. Denaturation cannot be reversed but deactivation can be reversed by increasing the temperature.

Let us look at the following question.

QUESTIONSucrose can be digested to give glucose and fructose. This reaction

is sped up by the enzyme sucrose.

Sucrosesucrase

glucose + fructose

a) A student carried out an investigation into the effect of increasingthe concentration of the enzyme sucrase on the rate of the abovereaction. He kept the concentration of sucrose constant. He used sixdifferent concentrations of sucrase and for each of theseconcentrations he measured the time taken for the sucrose to bebroken down into glucose and fructose. (Do you remember how thiscan be done?). He carried out all these reactions at 40

oC. The student’s

results are shown below.

i) Plot a graph of these results. Join the points with straight lines.ii) Describe how increasing the concentration of the enzyme (sucrase) affected the time taken for sucrose to be digested.b)i) Suggest why he carried out all the reactions at 40

oC.

ii) Describe one way that he could have kept the temperature constant (at 40

oC).

What is your graph going to look like? It will look like the exampleshown below.

Notice that the time is on the Y axis and the enzyme concentration ison the X axis. This time, the graph produced is a straight linedecreasing from left to right. What does this mean? The answer to thisquestion provides the answer for a) ii). Notice that as the concentrationof the enzyme increases, the time taken for the hydrolysis of thesucrose decreases. For example, increasing the concentration of theenzyme from 0.10 to 0.25 reduced the time taken for hydrolysis by63%.

In your text, the graph that you will see may not be similar to thisone because in most instances the time taken for the reaction to occuris converted to rate of reaction. How is this done? It is done bydividing the numeral 1 by the time taken in order to calculate the rate.For example, the rate for 0.10 concentration of enzyme would be 1/950= 0.0011. When these rates are plotted against concentration, thegraph produced is the opposite of the one included. It increases fromleft to right rather than decreases. You will find, however, that if youcontinue to increase the concentration you will get to a point where therate will not increase but will remain constant so your graph willbecome flat. If you were to reverse the conditions and keep the enzyme

concentration constant and vary the substrate concentration, thegraphs produced would be identical.

The answer to the next question is provided by the first graph thatwe had looked at. This temperature, 40

oC, is the optimum temperature

for enzyme activity. It is the temperature at which enzyme works best.The temperature can be maintained by carrying out the experiment in awater bath.

Use the figures to plot the graph and compare! Have fun! See younext week!

Monacia Williams teaches at Glenmuir High School. Send questions and commentsto kkeerrrryy--aannnn..hheeppbbuurrnn@@gglleeaanneerrjjmm..ccoomm

FFRRAANNCCIINNEE TTAAYYLLOORR--CCAAMMPPBBEELLLLContributor

QUESTION 1 Two of the isotopes of phosphorous are 32P, which is radioactive, and 31P, which is not radioactive.(a) Explain the meaning of isotopes and of radioactive in this statement.(ii) How many electrons, protons and neutrons are present in one atom of 32P?(iii) Give a use for a named radioactive isotope.(b) An element is in Group VI of the Periodic Table. Give two chemical properties which this element is likely to have.(c) Name one of the elements in Group O of the Periodic Table. Give a use for this element.

ANSWERS1. Isotopes are elements having the same atomic number (protons)but different mass number (neutrons). A substance is said to be radioactive if its nucleus is unstable and readily breaks down to givesmaller atoms and emits radiation.(ii) 32P has 15 protons and 15 electrons. # neutrons = 32 - 15 = 16(iii) 14C is used in determining the age of rocks

(b) An element in Group VI would be an oxidising agent and would form covalent compounds with non-metals.

(c) Helium is in Group O which is also known as Group 8. It is used to fill weather balloons.

Question 2 This question is based on the following oxides: carbon dioxide, copper II oxide, sodium oxide, carbon monoxide, silicon dioxide and sulphur dioxide.(a) Which oxide has a macromolecular structure?(b) Which oxide is used to bleach wood pulp in the manufacture of paper?(c) Which oxides are acidic and which are basic?(d) Which oxides are common atmospheric pollutants?(e) Which oxide is the main constituent of sand?(f) Which oxide produces a blue solution when heated with dilute sulphuric acid?

Revision questions

CONTINUED ON NEXT PAGE

YOUTHLINK MAGAZINE | MARCH 13-19, 2012 13

continued from previous page

ANSWERS2. (a) Silicon dioxide(b) Sulphur dioxide(c) Carbon dioxide, silicon dioxide and suphur dioxide are acidic while copper II oxide and sodium oxide are basic(d) Carbon monoxide and sulphur dioxide(e) Silicon dioxide(f) Copper II oxide (CuO + H2SO4 = CuSO4 blue + H2O)

QUESTION 3Explain the following terms. In each case give a specific example to illustrate your answer. In your answers, use formulae or symbols as appropriate.(a) Relative molecular mass, Mr(b) Allotropes of an element(c) Cracking(d) Corrosion(e) Electrolysis(f) Anhydrous salts(g) Saturated solution(h) Hard water(i) Hydrocarbon

ANSWERS3. (a) Relative molecular mass refers to the ratio of the mass of the molecule to 1/12 the mass of carbon-12. The Mr of CO = 12 + 16 = 28

(b) Allotropes are forms of the same element having different structural formulas but existing in the same state. They possess the same chemical properties but different physical properties. Eg. Diamond (C) and graphite (C).

(c) Cracking is the process of breaking up large hydrocarbon molecules into smaller ones. Eg. C9H20 ==== C4H8 + C5H12 Nonane breaks up to give butene and pentane.

(d) Corrosion is the ‘eating away’ of a solid surface (metal) by the action of air, moisture and pollutants. Eg. Iron corrodes to form rust which is hydrated iron III oxide (Fe4O3.xH2O).

(e) Electrolysis refers to the decomposition of a substance by the passing of electric current through it. Eg. Molten NaCl gives Na and Cl2 when electrolysed.

(f) Anhydrous salts are those that have lost their water of crystallization. Eg. CuSO4 (white) from CuSO4.5H2O (blue)

(g) Saturated solution is one which contains as much solute as can be dissolved in it at a given temperature.

(h) Hard water refers to water that does not lather easily with soap due to dissolved calcium and magnesium salts. CaSO4, MgSO4, Ca(HCO3)2 and Mg(HCO3)2

(i) Hydrocarbon is a substance containing only carbon and hydrogen. Eg. CH4 is a hydrocarbon.

Francine Taylor-Campbell teaches at Jamaica College. Sendquestions and comments to kkeerrrryy--aannnn..hheeppbbuurrnn@@gglleeaanneerrjjmm..ccoomm

PHOTO BY DAVE LINDO

Mavis Williams (left), manager, information systems andeditorial administration of The Gleaner, greets Olympian DeonHemmings McCatty at the launch of the Manchester leg of theJourney of Champions archival exhibition at the ManchesterParish Library.

Masswasting

MMAARRJJOORRIIEE HHEENNRRYYContributor

IN THE previous lesson I had begun to share with you on external forces- those that are constantly affecting the surface rocks. As directed by thesyllabus, the processes involved were defined - denudation,

weathering, mass wasting and erosion. In order to discuss landslides andsoil creep as promised, I need to share some general information on masswasting.

In reference to the text MMoorrpphhoollooggyy aanndd LLaannddssccaappee by Harry Robinson,we are told that the term mass wasting or mass movement is often used toembrace all the different kinds of down-slope movement that are due tothe pull of gravity. The text outlines several conditions that result in masswasting. Some of the information is tabulated below:

i. the amount of moisture present, for water acts as a lubricantii. when the soil and the mantle rock are loose or poorly consolidated and deeply weathered, since such conditions facilitate their disturbanceiii. the angle of rest of the soil and waste mantle material and the degree of inclination of rock strata will influence down-slope movement and the rate of movementiv. when hard and soft rocks are interbanded, and especially if the sequence includes clay which takes up water, there is a greater tendencyto movementv. the absence of a substantial cover of vegetation; a grassy sod surface and the binding and holding function of deeply penetrating tree roots help to hold soil and mantle in place.

Mass movement varies widely in its nature. Fundamentally, there aretwo principal types: flows, which are of a relatively slow nature, and slips,which move quickly and usually suddenly. The distinction between the twotypes of movements depends upon the presence or absence of a slip plane(that is, a surface along which definite shearing action can take place)separating the mass of moving material from the stable ground. Flowageof any kind is a quiet, gradual and unspectacular but continuousmovement and there is no slip plane present. On the other hand, truesliding movements involve definite shearing action on a slip surface andoccur with rapid motion.

Soil creep is an example of slow flowage, the slow movement of surfacesoil and rock fragments. The slow downhill movement of soil andweathered mantle rock takes place on any moderately steep slope and isevident in many ways, for example by bended tree trunks, tilted fenceposts, broken retaining walls, displaced joint blocks, the accumulation ofsoil at the foot of the slope or behind obstacles such as walls which mayeventually be burst by the weight of soil above. Soil creep is imperceptibleand is a continuous down-slope movement of the soil. Below is a diagramto illustrate soil creep.

SSeeee ddiiaaggrraamm

Soil creep is most common in damp soils where the water acts as alubricant so that individual soil particles move over each other and overthe underlying rock. It is found where continuous trampling by animalsgrazing on the slopes sets up vibrations which loosen the soil and cause itto move.

Landslips or landslides are very rapid kinds of movement and occurwhen a large mass of soil or rock falls suddenly. They are essentiallymovements of a catastrophic and destructive nature. They usually occuron steep slopes such as in mountainous areas, and on cliffs where manhas artificially steepened slopes; for example, in road or rail cuttings.Landslides may be caused because a steep slope is undercut by a river orthe sea so that it falls by gravity. Earthquakes or volcanic disturbancesmay loosen rocks and start off a landslide. Manmade steepening bothundercuts the slope and sets up vibrations which may loosen rocks orsoil. However, landslides are often caused by the lubricating action ofrain water. Water may collect in joints or bedding planes in rocks so thatone layer slides over another, especially in areas of tilted strata.

The topic will be continued in the next lesson.

REFERENCES:CCeerrttiiffiiccaattee PPhhyyssiiccaall aanndd HHuummaann GGeeooggrraapphhyy - Goh Cheng LeongMMoorrpphhoollooggyy AAnndd LLaannddssccaappee - Harry Robinson

Marjorie Henry is an independent contributor. Send questions and comments to kkeerrrryy--aannnn..hheeppbbuurrnn@@gglleeaanneerrjjmm..ccoomm

(Source: MMoorrpphhoollooggyy AAnndd LLaannddssccaappee - Harry Robinson)

yl:geography

YOUTHLINK MAGAZINE | 14 MARCH 13-19, 2012

DDEEBBBBIIOONN HHYYMMAANNContributor

OBJECTIVESAT THE end of the lesson you should be able to

evaluate the economic, political and ideologicalfactors which influenced the United States’ interestin the Caribbean up to 1962.

The United States’ (US’) relationship with itsCaribbean neighbours has been shaped primarilyby factors related to defence, expansionism, tradeand ideological dictates. As early as 1823, thenation started crafting doctrines that would protectits interests.

The Monroe Doctrine of 1823 primarily shapedAmerican involvement in the Caribbean in the 19thcentury. This policy statement was introduced byPresident James Monroe, who issued a sternwarning to European countries that the Americaswas closed to further ownership/colonisation byEuropean countries. President Monroe went as faras to state that America would regard any attempt tore-colonise any territory that had gained itsindependence as a direct threat to the US. This wasprimarily directed at Spain, who at the time wasbusy trying to recapture its Latin Americanterritories.

This ideological position was expandedthroughout the 19th century as the principle ofmanifest destiny became entrenched in theAmerican psyche. The belief that the US was‘destined by God’ to dominate the Westernhemisphere ‘from the Atlantic to the Pacific’ fuelledAmerican dreams and actions.

This belief resulted in a very aggressive anddomineering attitude on the part of the US. It led tothe Spanish-American War of 1898 between the USand Spain.

Cuba was at that time embroiled in armedstruggle to gain its independence from Spain. TheAmericans seized this opportunity to underminefurther Spain’s influence in the region. Theirparticipation in the war brought swift defeat to Spainand heralded the emergence of the US as a worldpower. The end of the war also signalled greaterAmerican involvement in political interest in theregion, as well as increased economic investments.

The region was important in helping the US tofulfil its manifest destiny for the following reasons:

m Its proximity influenced defence issues. The security of the US depended on its control of neighbouring territories to ensure the safety of its borders, its citizens and its property.

m With large populations of mainly unskilled, unemployed labour, US capitalists saw the Caribbean as potential source of cheap labour. Many Caribbean nationals were used in the construction of the Panama Canal at the turn of

the century and, gradually, there was a steady stream of emigrants headed for the US, especially after the Second World War.

m The Caribbean represented a large potential market for American manufactured goods. This would further encourage the growth of industry, thus the creation of wealth.

m The Caribbean possessed a variety of raw materials that America wished to exploit in its own economic interest. Agricultural enterprises such as sugar and banana attracted American investors at first, but bauxite, oil, tourism as well as railroads became increasingly important outlets for American investment up to 1962.

US policy during the first decades of the 20thcentury was nationalistic, expansionist andaggressive. It was based on a feeling of racial andcultural superiority of the people of America. Thisideology is often described as the ‘big stick policy’and is often illustrated by actions such as the‘taking’ of the Panama Canal from Colombia and theissuing of the Roosevelt Corollary to the MonroeDoctrine (1904).

The Roosevelt Corollary was issued by PresidentTheodore Roosevelt and asserted the right of the USto intervene in the affairs of the neighbouring statesif there was perceived to be any threat to Americanlives and investments. This document is importantas it marked yet another turning point in American-Caribbean relations. The corollary had, in effect,declared the US the ruler of the Caribbean basinand made clear American intention to rule by forceif necessary.

The Roosevelt Corollary paved the way forAmerican intervention in the region as it “accordedthe United States government the power of aninternational policeman and implicitly and explicitlyundermined the independence of the republicswithin the hemisphere”.

The corollary stated clearly that America was notinterested in acquiring colonies and that it wouldnot interfere in any country that was stable andprosperous.

The big stick policies of the US governmentcaused great unease and resentment throughout theCaribbean. The US found itself increasinglyportrayed in a negative light. Many of the smaller,poorer states resented the manner in which the USused its increasing economic wealth to enforce itspolicies. Critics regarded many of these policies ascontrary to the best interest of these territories . Thisattitude was described as ‘Dollar Diplomacy’.

In an attempt to repair its image, the USembarked on a new approach to its neighbours. Inthe 1930s, the administration of President FranklinRoosevelt pledged itself to pursue the policy of a‘good neighbour’. This good-neighbour policywitnessed the US withdrawing its claims to rights ofinterference in the governments of other countries.Consequently, the Platt Amendment was annulled in1934 and a 1936 treaty ended US’ right to intervenein Panama. There was also the creation of the PeaceCorps that was to foster better relations between theUS and its neighbours.

These phases continued until the Second World

War (1939-1945). The end of the war would witnessa new period in world history with the developmentof two distinct blocs. There was the communist blocled by the Soviet Union and the anti-communistbloc led by the US. These two distinct ideologieswould play out during the Cold War era and thisperiod witnessed a changing dynamic in American-Caribbean relations.

The US was now determined to keep its ‘area’ freefrom the influence of communism. To this end, ittightened control over the Caribbean basin.Countries in the region were expected to signagreement which provided money and militaryassistance in order to prevent them succumbing tothe temptation to enter into any negotiation withcommunist interests.

The United States also developed new and morepowerful weapons, many utilising nuclear power.The Panama Canal assumed greater importance dueto its strategic location. The US government beganto view its security in terms of the canal’s safety andsecurity. The ‘communist threat’ became one of themost important factors in US-Caribbean relationsfrom the 1960s.

The work of the Central Intelligence Agencybecame important in the region during this periodand has continued to the present. In 1962, the USand the Soviet Union almost went to war over theincident known as the Cuban Missile Crisis.

SUMMARYThe US influence extended in most Caribbean

territories. Additionally, America’s relationship withthe region was characterised by four objectives.These were:

m The formation of alliances to prevent interference by other powersm The encouragement of tradem Regional support for American policies on the international scenem The protection of American interests

In order to ensure the achievement of theseobjectives, the US maintains steady interest in theaffairs of the region to guarantee governments thatare friendly towards its interests and to maintainpeace and stability in the region.

SOURCESm LLeesstt YYoouu FFoorrggeett,, AA SSttuuddyy aanndd RReevviissiioonn gguuiiddeeffoorr CCXXCC CCaarriibbbbeeaann HHiissttoorryy:: TThhee UUnniitteedd SSttaatteess iinn tthhee CCaarriibbbbeeaann - Doris Hamilton-Williem DDeevveellooppmmeenntt aanndd DDeeccoolloonniissaattiioonn - Hamber &Greenwoodm CCaarriibbbbeeaann RReevviissiioonn HHiissttoorryy ffoorr CCXXCC - Ashdown & Humphreysm FFrreeeeddoommss WWoonn - Hilary Beckles & Verene Shepherd

Debbion Hyman teaches at St Hugh’s High School. Sendquestions and comments to kkeerrrryy--aannnn..hheeppbbuurrnn@@gglleeaanneerrjjmm..ccoomm

United States & the Caribbeanyl:history

Photo by Dave Lindo

Custos of Manchester Sally Porteous (third from right) cuts the ribbon to officially openthe ‘Journey of Champions’ archival exhibition at the Manchester Parish Library onThursday, March 1. Looking on are (l-r) Lorraine McLean of Jamaica Library Service,Janet Billings Frith of Scotiabank, Basil DePass of Scotiabank and Mavis Williams of TheGleaner.

YOUTHLINK MAGAZINE | MARCH 13-19, 2012 15

NNAATTAALLEEEE AA.. JJOOHHNNSSOONNContributor

STUDENTS, THIS is lesson 26 in our series ofGleaner IT lessons. In this week’s lesson, we

will look at some key terms associated withprogramming as well as an introduction to thePascal language.

AAllggoorriitthhmmA sequence of steps designed to perform a particular task. Algorithm can be written in any suitable form such as in a programming language or pseudo code.

PPsseeuuddooccooddeeAn imitation computer program written using mathematical notations and English-like statements to describe the logic to solve a problem or carry out a procedure.

TTeesstt ddaattaaData which is used to test a program for errors; special data created by a programmer to test the correctness of the program.

DDrryy rruunnThe process whereby a program is checked to ensure that it does what it was designed for.

BBuuggA coding error that causes an unexpected defect, fault, flaw or imperfection in a computer program.

SSttrruuccttuurreedd wwaallkktthhrroouugghhA manual trace of the logics of a program using test data.

RRuunn--ttiimmee EErrrroorrssOccur when a syntactically correct program statement cannot execute successfully. A common example is attempting to divide by zero.

LLooaaddiinnggThe process of transferring program and data from secondary storage to primary storage.

SSyynnttaaxx eerrrroorrssErrors reported by the compiler/interpreter when the rules of the language are not obeyed.

LLooggiiccaall eerrrroorrssErrors occurring when the expected results of a program are not met.

TTeessttiinnggThe process of checking a program for errors.

DDeebbuuggggiinnggThe process of testing, locating and correcting mistakes by running the program.

INTRODUCTION TO THE PASCALLANGUAGE

You would have learnt last week that the PascalLanguage is a high-level language. Now you aregoing to learn how to write a program using thePascal Language and appreciate the first step of theimplementation phase (translate the algorithm intoa specific programming language).

STRUCTURE OF A PASCAL PROGRAMA Pascal program has three distinct parts:1. The program heading2. The program block3. The program terminator (a period)

The program heading is a single statementbeginning with the word program. The headingassigns a name to the program and lists the inputand output streams in parentheses. The programblock is the body of the program. The block isdivided into two distinct parts:

1. The variable declaration section where all the variables and data structures used by the program are defined (shown in program as var).

2. The statement section where all the action statements of the program are specified. The statement section is encapsulated within beginning and end statements.

Begin and end are examples of keywords used inPascal. Keywords (or reserved words) are those thathave special meaning in Pascal and can only beused in the predefined context. That is, they cannotbe used as variable names or in any other context.Other key words are: program, type, var, const, read,write, readln, and writeln.

Keyprogramming

terms

yl:information technology

KEY DISTINCTIONS IN PASCAL¢ The difference between READ and READLNThere is no difference between read and readln when working with numeric values such as 2, 6, and 10.

The difference applies when working with string values or characters on different lines such as ‘A’, ‘B’ and ‘C’.When the computer reads the first letter (‘A’) if you use the keyword READ the program will not move to thenext line to read B and C. So the keyword READLN is used to read in such values.

¢ The difference between WRITE and WRITELNThe keyword Write outputs text or values to the screen in a single line leaving the cursor positioned at the

end of line. On the other hand, Writeln which means write line, outputs text or values to the screen in morethan one line, leaving the cursor at the beginning of the next line instead of at the end of the current line.

For example, if you were outputting the sentence “My First Program”.

Using the Write keyword it would look like this:-

TRANSLATING PSEUDOCODE INTO PASCAL CODEm The first step in translating an algorithm into Pascal code is to make a list of all the variables used in the algorithm and determine their data type (i.e. the type of values that each variable is to store).m Translate the pseudocode into Pascal code based on the Pascal structure you were given above.

We have come to the end of this lesson. Remember that if you fail to prepare, you should prepare to fail.

Natalee A. Johnson teaches at Ardenne High School. Send questions and comments to kkeerrrryy--aannnn..hheeppbbuurrnn@@gglleeaanneerrjjmm..ccoomm

When you are adding comments to your program, they are included between parenthesis { } or between (* *) and can span multiple lines.

Below is a table comparing the keywords of a pseudocode versus the keywords used in Pascal code.

YOUTHLINK MAGAZINE | 16 MARCH 13-19, 2012

NNAATTAASSHHAA TTHHOOMMAASS--FFRRAANNCCIISSContributor

THIS WEEK we shall be looking at anothermedium of persuasion – the advertisement.The study of advertising techniques is

particularly useful for the comprehension section ofPaper 02, as well as for the multiple-choice paper.

There are several interesting and creativeadvertisements seen on the television, heard on theradio and read in newspapers and magazines.Which advertisements are your favourites? What isappealing about them?

We will discuss the purpose of advertising, thedesires to which they appeal and the techniques thatare used to persuade the consumer to purchase anitem or use a service. You have, most likely, studiedadvertising at an earlier grade level. It is one of themost important means of communication youencounter daily.

PURPOSES OF ADVERTISEMENTSPersuasive advertisements have two main

purposes:1. To provide information about a product or service.2. To persuade someone or a group to purchase a product or service.

ADVERTISING DESIRESAdvertisements also appeal to several human

desires, some of which are listed below:

THE NEED TO:m feel securem achieve successm experience financial securitym be associated with a popular groupm feel beautiful or handsomem live a comfortable lifem be attractive to the opposite sexCan you think of any advertisements to which

these desires are applicable?

TECHNIQUES OF ADVERTISEMENTSAdvertisers will use particular techniques to

persuade their target audience. These techniquesinclude:

SLOGAN A catchy phrase/statement (for example, ‘Nobody does it better’).

REPETITIONTo ensure that you remember the name of the product.

JINGLESThese normally contain rhymes and an appealing rhythm.

BOLD PRINTnormally found in printed advertisements.

TESTIMONIALSSuch as the ones given in the Immunogizer advertisements.

EXPERT OPINIONSSuch as those given by doctors or dentists (for example, Crest toothpaste).

BANDWAGONA statement suggesting that everyone is using a specific product so you should too (for example, Nike).

EMOTIONAL APPEALCreating strong feelings about a situation or product.

I have provided some examples ofadvertisements which use the above-mentionedtechniques. Try to think of other examples.

Now take a look at the following advertisement.After you have read it at least twice, answer thefollowing questions:

1. To which target audience does the advertiser appeal?2. What is the main desire being appealed to in the advertisement?3. Identify two persuasive techniques utilised and provide an example of each.4. List three emotive words and explain their effectiveness.

To dispense with the drudgery of work, thesameness and staleness of metropolitan living, hereis the escape.

AA TTrreeaassuurryy ooff NNaattuurree’’ss CChhaarrmmss

Yo can enjoy plains and terraces of Jamaica – apicture of rural tranquility and contentment. You cantravel to historic settings, view the verdant lushscenery, and experience the cultural riches andmodern fashionable style of life in this isle ofparadise.

Absorb the serenity of the scene, the balmyzephyrs, the refreshing rustic air and the variety andglitter of night life, peerless among holiday resorts.

Make the experience unforgettable, the time ofyour life, exciting and colourful as well as peacefuland serene.

Here is Jamaica – vintage among holiday isles.

Until next week, be good and remember that theCXC season will be here in the blink of an eye!

Natasha Thomas-Francis teaches at Glenmuir High School.Send questions and comments to kkeerrrryy--aannnn..hheeppbbuurrnn@@gglleeaanneerrjjmm..ccoomm

Persuasiveadvertisements

yl:english language

IAN ALLEN/PHOTOGRAPHER

Boys’ Under-18 100 metres winner Odail Todd (left) gets congratulations from secondplace finisher Odean Skeen at the Jamaica Athletics Administrative Association/SupremeVentures National Junior Championships at the National Stadium recently.

YOUTHLINK MAGAZINE | MARCH 13-19, 2012 17

BBEERRYYLL CCLLAARRKKEECONTRIBUTOR

IN 1592, the wife of the Bishop of London gave birth to ababy son. Bishop and Mrs King named their son Henry. Heattended Westminster School and Christ Church, Oxford,

and at the age of 33 he received his doctorate in divinity. In1642, he became Bishop of Chichester. The work to which wenow turn our attention was written by him. Do you know themeaning of the word ‘contemplate’? If you do not, please findit for we are going to examine a poem called AA CCoonntteemmppllaattiioonnUUppoonn FFlloowweerrss..

I love flowers. In fact, I love plants and get great pleasurefrom planting and reaping the produce, but you will agreewith me that there is something special about flowers.Consider the many varieties, the different sizes, shapes,colours and the perfume (scent) that they give off. Yes, we dohave reason to stop and admire flowers, or as the titlesuggests, thinking deeply about them. Please read the poemnow.

The opening lines are devoted to admiring flowers. Thespeaker says that they are ‘brave’ and ‘gallant’. Aren’t theseunusual words to be used in describing blooms? Togetherthese words convey the ideas of being able or ready to faceand endure danger and disgrace or pain; splendid,spectacular; fine, stately. What we must seek tofind out is his reasons for saying these things.In addition, do notice that the speaker wishesthat he were like the flowers, brave andgallant and be “as little vain”. He continues inthis vein throughout, finding ways and causes topraise flowers.

You did notice, didn’t you, that the speaker humanizes theflowers?

Now, here is what I want you to do:o Read the poem through and think about the following –

brave, gallant, vain, come abroad, harmless show, beds ofearth, birth, embroidered garments, months and times, everspring, winter, truce, bier and spruce.

o If you have to look up the meanings of any, do so.

o Discussthem (the words above)with your friends and in yourstudy group, trying to explain their role in the poem. In otherwords, consider, for example, why the speaker says that theflowers obey their “months and times” while he “would haveit ever spring”. Is he expressing the view that while humanbeings worry about getting old, flowers just enjoy whateverperiod of existence they get?

o Identify the things that the speaker likes about the flowers.

o Discover the lessons that he wishes to learnfrom flowers?

o Put the final six lines in your own words.

Recently, I read a few lines that I will now share with you.They were written by Lillian Dickenson. May they give youmuch food for thought and help you to grow! Until next time,God bless!

Life is a coin. You can spend it any way you wish, but youcan only spend it once.

Beryl Clarke is an independent contributor. Send questions andcomments to kkeerrrryy--aannnn..hheeppbbuurrnn@@gglleeaanneerrjjmm..ccoomm

yl:english literature

AContemplationUpon Flowers

A CONTEMPLATION UPONFLOWERS

Brave flowers, that I could gallant it likeyouAnd be as little vain;You come abroad, and make a harmless show,And to your beds of earth again;You are not proud, you know your birthFor your embroider’d garments are fromearth:You do obey your months and times, but IWould have it ever spring,My fate would know no winter, never dieNot think of such a thing;Oh, that I could my bed of earth but viewAnd smile, and look as cheerfully as you:Oh, teach me to see death, and not to fearBut rather to take truce;How often have I seen you at a bier,And there look fresh and spruce;You fragrant flowers, then teach me thatmy breathLike yours may sweeten and perfume mydeath.

-- HHeennrryy KKiinngg,, BBiisshhoopp ooff CChhiicchheesstteerr

YOUTHLINK MAGAZINE | 18 MARCH 13-19, 2012

CCLLEEMMEENNTT RRAADDCCLLIIFFFFEEContributor

AS WE continue the review of vectors we will begin with the solution to last week’s homework.

By reviewing the graph you should have determined the following:

Vectors part 2

yl:mathematics

CONTINUED ON THE NEXT PAGE

YOUTHLINK MAGAZINE | MARCH 13-19, 2012 19

HHYYAACCIINNTTHH TTUUGGMMAANNContributor

EVERY ORGANISATION needs anoffice in order to functioneffectively. The office is the central

point for the whole organisation. Officepersonnel have various duties; thesemay include working in the humanresource office or working as anadministrative assistant, general clerk,accounts clerk, receptionist, data entryclerk and many others.

MANAGEMENTManagement functions involve

planning, organising, staffing,controlling and directing employees inorder that the organisation may operateefficiently. There are various levels, eachof which is responsible for differentaspects of decision making. Some levelsof management and their areas ofdecision making are listed below:

LEVEL DECISIONSBoard of Directors PolicySenior Managers ProgrammeMiddle Managers InterpretationJunior Managers Implementation

THE MANAGERA manger should have an intimate

knowledge of the administrative andgeneral functions of his/her department.He/She should be able to supervise anddelegate responsibility to othermembers of staff in order to get effectiveresults. An efficient manager willcommand respect from all his/her staff.The role of the manager, therefore, is toplan the overall policy of the business.

THE HUMAN RESOURCEMANAGER

The HR manager must hire personswith the necessary qualifications andexperience to promote the organisation.Suitable methods for initial selectionand retraining of staff should bedevised. The HR manager should notifyall internal personnel of jobopportunities whenever they arise,which may lead to promotion. He/Shewill bargain with trade unions re

salaries, dismissal and other mattersaffecting conditions at work.

ADMINISTRATIVE ASSISTANTIn business, an administrative

assistant has many opportunities tomake use of his/her skills/talents, forexample, arranging meetings andreporting procedures and decisions.He/She is responsible for taking thenecessary action and circulatingcorrespondence emanating from his/herdesk, and in some cases to direct thesupervision of junior clerks. Theadministrative assistant is responsiblefor dealing with incoming and outgoingmail, drafting letters, sending replies,making appointments, operating variousmachines found in the office andmeeting people, among other things.

GENERAL CLERKAll clerks have to handle large

quantities of documents. They fill informs and sort and file information. Ajunior clerk may be responsible forcollecting the mail, sorting anddistributing it. He/She may also berequired to meet visitors, operatevarious machines found in the office,undertake banking transactions andanswer the telephone. He/She may alsobe responsible for dealing withcustomers, ordering stock and replyingto routine correspondence.

ACCOUNTS CLERKIn a large organisation there is an

accounts department which isresponsible for all accounting matters.One of the positions in the accountsdepartment is that of ‘accounts clerk’.The duties of an accounts clerk arepreparing payrolls, processingvouchers, handling petty cash, usingaccounting software and filing records.

RECEPTIONISTA receptionist is responsible for

looking after callers, those withappointments and those without. Thereceptionist has to be able to greetcallers, announce their arrival and, ifpossible, escort them to the right office.

Perhaps most important, a receptionistmust be able to get along with people.

SKILLSChanges are occurring regularly in

every aspect of office work. Newtechnologies and systems are designedto promote efficiency in an organisation.A rigid attitude towards customaryprocedures will not assist in achievingdesired results. Certain aspects of officework are now performed by a computerand other technical equipment. Thesechanges must be accepted by allinvolved.

ACTIVITYList some other duties not mentioned

above that an administrative assistantmay perform.

Have a productive week.

Hyacinth Tugman teaches at Glenmuir HighSchool. Send questions and comments to kkeerrrryy--aannnn..hheeppbbuurrnn@@gglleeaanneerrjjmm..ccoomm

Types of officecareers

yl:office administration

Campion students eagerly respond to career tips and questions presented by Ms Andrea Dempster,owner of Bookophilia and director of human resources at Digicel Jamaica. Ms Dempster delivered apresentation at Campion College’s annual career fair held on March 2.

Clement Radcliffe is an indepnedent cotributor. Send questions and comments to kkeerrrryy--aannnn..hheeppbbuurrnn@@gglleeaanneerrjjmm..ccoomm

CONTINUED FROM PREVIOUS PAGE

YOUTHLINK MAGAZINE | 20 MARCH 13-19, 2012

RROOXXAANNNNEE WWRRIIGGHHTTContributor

IT IS my hope that all examination candidates preparing for exam in May/June 2012 have alreadyprepared and are being guided by their study/review timetable. In continuing to give assistance to you, aworked example is presented below. Read the question carefully, look at the reasoning and the workings,

then try solving the question on your own. At the end, match your answer with the solution given.

QUESTIONMelba Lee started her business on January 1, 2011, with $40,000 which she deposited in a business

bank account. Although full accounting records were not kept, the following information was available abouther business as at December 31, 2011:

Incompleterecords

yl:principles of accounts

The bank statement for 2011 showed that Lee had sold some private investments for $8,000 which had been used for business purposes. [>1]

The bank statement also showed that Lee had withdrawn $20,000 for her personal use.

She decided at December 31, 2011, that $4,000 should be provided for depreciation on the fixed assets. [>2]

(a) Prepare a statement, in good style of layout of your own choice, clearly showing the profit or loss for the year ended December 31, 2011. [>3]

(b) State three ways in which a trading and profit and loss account drawn up from full double-entry records gives the information about a business which the owner needs.

REASONING[>1]This is additional capital contributed by Melba Lee to the business.

[>2]Subtract depreciation from the Fixed Assets when computing the Ending Capital at December 31, 2011.

[>3]Compute the profit or loss by using the formula:Net Profit = Capital attend - Additional Capital + Drawings - Capital at Beginning

[>4]View the relevant components found in the Trading and Profit and Loss Account which are not found in the Statement in (a) and explain briefly their relevance in checking the progress of a business.

(b) A Trading and Profit and Loss Account drawn up from double-entry records shows, among other things:

i. Salesii. Expensesiii. Gross profit

These data cannot be found in the statement prepared in (a).

Sales data are important so that owners can see how much sales are made for that year and hence cancompare to other years. The future of a business depends on its sales volume, so this data is important ifowners want to check the progress of their businesses.

Expenses represent the cost of goods and services used up in the process of obtaining revenue. Ownerscan see where their money goes to and whether any effort is made to control costs and expenses. High salesmay be offset by high expenses, hence resulting in low net profit. Low expenses must be ensured to securemaximum profits.

Gross profit is used to help determine whether the produces sold are profitable. It also helps in decidingwhether to increase or decrease price and whether costs could be reduced further.

EXAMINATION PREPARATION TIPAs you get closer to your examination date, to assist with your preparation I encourage you to

review your notes and solve at least one question per day. Identify and start putting together theitems you need to take to your examination room.

Visit with me again next week when my presentation will be company account. See you then.

Roxanne Wright teaches at Immaculate Academy. Send questions and comments to kkeerrrryy--aannnn..hheeppbbuurrnn@@gglleeaanneerrjjmm..ccoomm

RUDOLPH BROWN/PHOTOGRAPHER

Anthony Hylton (right), minister of industry, investment and commerce, greets Miss StCatherine Terry-Ann Virtue at the St Catherine Credit Union (STCCU)35th AnniversaryThanksgiving Service at Portmore New Testament Church of God, Bayside, recently.Looking on (from second left) are Sandra Thompson, STCCU’s general manager; SoniaSmith;Winston Fletcher, STCCU’s president and Glenworth Francis, general manager ofthe Jamaica Co-operative Credit Union League.

YOUTHLINK MAGAZINE | MARCH 13-19, 2012 21

YYVVOONNNNEE HHAARRVVEEYYContributor

HELLO, EVERYONE. We are still onmarketing, and this week we willconsider how price is determined

once goods are produced and are readyfor sale. There are a number of ways inwhich a seller can determine the price atwhich the goods or services can be sold.One way is through the use of theequilibrium price. This price is found byusing the forces of demand and supply.

DEMAND AND SUPPLYDemand refers to the quantity required

by the consumer at a particular price andat a particular time. Consumers tend todemand the lower price more, therefore,the demand curve slopes downwardsfrom left to right showing an inverserelationship between price and quantitydemanded.

Supply refers to the quantity put onthe market at a particular price and at aparticular time. Producers tend to supplythe higher price more, therefore, thesupply curve slopes upwards from left toright showing a direct relationshipbetween price and quantity supplied.

When quantity demanded and quantitysupplied are equal, this is referred to asthe equilibrium point. The price at whichthey are equal is known as theequilibrium price. At that pricedemanders are satisfied and suppliersare satisfied. There is neither surplus norshortage and so the market clears. Thisprice at which quantity demanded andquantity supplied is equal is also knownas the market clearing price.

If price is set above the equilibriumprice, there will be a surplus which willcause price to fall back to theequilibrium. If price is set below theequilibrium, there will be a shortagewhich will cause price to rise back to theequilibrium. There is, therefore, atendency for price to be always at theequilibrium.

Reference can be made to aneconomics textbook for a graph showingdemand curves and supply curves. Seeif you can identify the equilibrium priceand the equilibrium quantities demandedand supplied. This information can alsobe found by looking at a combineddemand and supply schedule such asthe one below:

QQuuaannttiittyyPPrriiccee DDeemmaannddeedd SSuupppplliieedd$ Units Units 10 1000 40015 800 50020 600 60025 400 100030 200 1500

From the schedule above we can seethat $20 is the equilibrium price, since atthat price the quantity demanded is 600units and the quantity supplied is 600units. Therefore, both demanders andsuppliers are satisfied and there isneither surplus nor shortage. The marketclears and so $20 is the market clearingprice. At price $15, there is a shortage of300 units since 800 is demanded, whileonly 500 is supplied. At price $25, thereis a surplus since only 400 is demanded,but 1,000 is supplied. The surplus is600 units.

Now, let us move on to another aspectof marketing, packaging and branding.

PACKAGINGThe package is the outer wrapper or

container for goods. Packaging takesplace after the goods have beenproduced. Packaging is done by theproduction department even though themarketing department creates thepackage and the label and does thebranding.

There are a number of purposes thatthe package serves, including:

m improving the presentation of the good.

m helping to prevent spoilage, thus preserving the life of the product.m reducing tampering since packaged goods cannot be easily tampered with.m improving handling for the seller and the customer.m enabling branding; packaged goods can be easily branded.m saving time since it facilitates distribution.m increasing sales and profit.m making goods more attractive.m protecting goods from dust and dirt.m keeping goods in a more stable condition for longer periods than those not packaged.m preventing health hazards that could result from use of the product.

PRESENTATION OF PACKAGESAttractive packaging is an important

marketing tool. An old establishedproduct in a new and improved packageusually enhances the marketing potentialof the product. Packaging decisionsmust be made on the form, size, shapeand colour of the package. The packagemust appeal to the consumer.

The label is a part of the package.

Labels have certain functions. Theycontain information such as:

m name of the product and/or the brandm grades the product, e.g. chickens and eggsm description of the product in terms of size, expiry date, ingredients, nutritional values, directions for use, warnings about use and misuse and the registered office of the manufacturer.

BRANDINGThe term branding refers to giving a

product a distinctive name, term,symbol, sign, design or combination ofthese to enable it to be recognisedeasily. Branding is done on the outsidepackage, ie. on the bottle, box, wrapper,etc. Nowadays, hardly anything goesunbranded. A mark or symbol can beregistered with the Registrar of TradePractices so that other producers wouldnot use that particular name or symboland the branding would differentiate oneproducer’s product from another’s, whichmay be similar or dissimilar.

A product may have a brand name,which is that part of the brand that canbe spoken, eg, Avon, or it may have a

brand mark or a trademark or acombination of types of branding.

THE USE OF BRANDINGm it gives identity to commodities.m it allows products to be identified from a distance.m it aids production, distribution.m it creates the need for advertising.m it results in increased rate of turnover and hence increased profits.m it adds value to a product.m it (trademark) provides the producers with legal protection of the unique features of the product, so that competitors cannot imitate the products.m it facilitates different products being grouped under different family brand names.

DISADVANTAGESm it creates the need for excessive persuasive and competitive advertising.m it raises production costs.m it ties up a lot of capital in branded goods in order to get sales.m it (the branding process) may lead to monopoly by a product and thus increase the price to the consumer.

QUESTIONS1. (a) What is meant by the term, packaging? ((22 mmaarrkkss))(b) State a suitable form of packagingfor the following items:(i) fresh vegetables(ii) shoes(iii) a computer(iv) meat ((44 mmaarrkkss))

(c) Discuss three reasons goods are packaged. ((66 mmaarrkkss))(d) Discuss three points that should be considered when selecting a package for the good. ((66 mmaarrkkss))

(e) Which department is responsible for designing the package and which department is responsible for placing the package over the good? ((22 mmaarrkkss))

TToottaall mmaarrkkss:: 2200

2.(a) What are branded goods? ((22 mmaarrkkss))(b) Differentiate between a brand name and a brand mark. ((44 mmaarrkkss))(c) Discuss two advantages and twodisadvantages of branded goods. ((88 mmaarrkkss))(d) Discuss three functions of the label. ((66 mmaarrkkss))

TToottaall mmaarrkkss:: 2200

That’s it for this week. See you all nextweek.

Yvonne Harvey teaches at Glenmuir HighSchool. Send questions and comments to kkeerrrryy--aannnn..hheeppbbuurrnn@@gglleeaanneerrjjmm..ccoomm

Determinantsof price

yl:principles of business

RUDOLPH BROWN/PHOTOGRAPHER

Prince Harry examines the Rings of Life statue by master sculptor Basil Watson while Sir Patrick (left,foreground) and Health Minister Fenton Ferguson (second left, foreground) look on at the Victoria JubileeHospital in Kingston on Tuesday, March 6.The statue commemorates the Queen’s Diamond Jubilee.

YOUTHLINK MAGAZINE | 22 MARCH 13-19, 2012

MMAAUURREEEENN CCAAMMPPBBEELLLLContributor

“The past is a foreign country. They do thingsdifferently there.” L.P. Hartly

MIGRATION REFERS to the movement ofpeople from one geographical area toanother. Migration will occur within a

country (internal migration) or between countries(external or international migration).

Gross migration rate refers to the number ofpersons per year per 1,000 members of apopulation who enter or leave a geographic area.

Net migration refers to the annual increase ordecrease per 1,000 members of a populationresulting from migration into and out of thepopulation. It is also possible to have a negative netmigration rate which would show that more people,overall, left an area than entered it.

There are two main types of migratory patterns:immigration and emigration. This is referred to asexternal or international migration.

Emigration involves movement into anothercountry where you become an immigrant. Anexample is movement from Jamaica to the UnitedStates. This movement is usually associated withpush factors (encouraging you to leave yourcountry) and pull factors (inviting you, beckoningyou to come because we have what you desire).Examples are:

- Need for education- Fleeing the law- Violence in the country of origin- Step migration- Chain migration

ADVANTAGESm Higher standards of living and better life chancem Educational opportunitiesm Less violencem Employment opportunitiesm With family members who had previously migratedm Remittance to family members

DISADVANTAGESm Broken families, since children are left in the care of relatives or friends.m Brain drain, as mostly the educated persons migrate from our countries; this term is referred to as brain drain.m Inability to communicate as well as a culture shock.

m Lack of or menial job opportunities.m Discrimination based on colour, race, etc.

Immigration refers to the movement of

individuals into your country. In the Caribbean,

people usual immigrate to our island when they

have retired from working in foreign lands and want

to live a quiet life.

There is also another category of migration,

internal migration, or the movement of individuals

within a country. In the Caribbean, this movement

tends to be from the rural areas to the urban ones to

settle. Rural to urban migration has resulted in

urbanisation – the process by which an increasingly

larger proportion of the world’s population lives in

or very near to cities. Urbanisation has been so

common that it is now taken for granted in many

parts of the world. Today, it is believed that almost

as many people live in urban areas as in rural areas.

REASONS FOR URBANISATION1. People are pushed out of their villages

because expanding rural population cannot besupported by the existing agricultural economy.

2. Poor people are attracted to the cities,believing that there are opportunities for bettereducation, employment, social welfare support andgood medical care. Unfortunately, they are likely tobe disappointed.

3. Mostly young people tend to migrate to thecities, seeking all of the above plus opportunities

for entertainment as they complain about the lack oftheatres, cinemas, game arcades, shopping malls,and cable television. Also, most areas lack propersporting facilities which are available in the city.

4. We must admit, however, that there is ascarcity of employment opportunities other than inagriculture in the rural areas. Most of us consideragricultural work to be laborious, low-paying, riskyand menial. There is a rush to the city in search ofwhite-collar jobs.

EFFECTS OF CITY LIFEa. Provided with more chances to pursue a career of their own choosing.b. The many job opportunities that may be available allow individuals to enter into occupations that are in harmony with their talents and abilities. They will enjoy the fulfillment of pursuing a career which they love and enjoy.c. Individuals who fail to obtain gainful employment will be forced into illegal and demoralising activities in order to earn a living.d. People may be forced to live in slums as they are unable to pay high rents which come with living in the city.

COPING WITH INCREASED POPULATIONIN THE CITIES

1. Addressing the deficiencies in the rural areas and making these areas more attractive for settlement.2. The erection of industrial sites and building of industrial plants in the rural areas.3. Erection of proper infrastructure such as roads, water and sporting facilities to help reduce the move to the cities.

ACTIVITIES1. State three reasons individuals migrate.2. Differentiate between emigration and immigration. Internal and external migration.3. What do you understand by the term ‘barrel children’?4. Define chain and step migration and state any other forms of migration that was/ is practised in the Caribbean region to date.5. Suggest three ways in which a government can prevent internal migration. Explain why it is necessary to lesson internal migration.6. Suggest three strategies that may be used by the government to prevent brain drain in your country. Give reasons you think these strategies may be successful.

Maureen Campbell teaches at St Hugh’s High School. Sendquestions and comments to kkeerrrryy--aannnn..hheeppbbuurrnn@@gglleeaanneerrjjmm..ccoomm

Moving in,moving out!

yl:social studies

Olympic sprint champion Usain Bolt teaches Prince Harry how to strike his famouspose at the University of the West Indies on Tuesday, March 6.