Goldwater was born in Phoenix, Arizona, on January 1,...

Goldwater was born in Phoenix, Arizona, on January 1, 1909. Three years before Arizona was admitted into the union. In 1896, Barry’s grandfather opened up a store called M. Goldwater Sons. He took over his family’s department store before thinking about a political career. They sold the store in 1962 to Associated Dry Goods Corp. of New York. It sold for $2.2 million, and they also assumed almost $2 million in debt for the Goldwaters’ store books. Goldwater graduated top of his class in a military school, who was sent there after his disastrous freshman year of high school. After graduation he returned to Arizona and enrolled at the University of Arizona. Barry dropped out of college in 1928 to work full time after his father’s death.†¦show more content†¦Goldwater refused to join the Republicans of the New Right during the 80s. (ae tv) â€Å"As the United States entered World War II, Goldwater made an unsuccessful attempt to obtain a combat fl ight assignment.†(ae tv) Goldwater found it difficult to return to his lead role at the store after coming back from war. He then started to explore the possibility of running for the local political office. His friends and associates convinced him to run for city council thereafter. (ae tv) ‘There was a Scholarship and Excellence in Education Program established by congress in 86 to honor Senator Barry Goldwater, who served his country for 56 years as a soldier and statesman including 30 years of service in the Senate. The purpose of the Foundation is to provide a continuing sources of highly qualified scientists, mathematicians, and engineers by awarding scholarship to college students who intend to pursue research careers in these fields†(scholarship America inc.) â€Å"An evangelist of extremism who defended the John Birch Society, argued for making the Social Security system voluntary and mused aloud about defoliating Vietnam with nuclear weapons before being swept away in a Lyndon Johnson landslide.†(Grove,C01) In 1987, at age 85, and after a life in politics for five decades he retired from Senate. Afterwards, he became a gay rights activist.(Grove,C01) Although becoming a gay rights activist, itShow MoreRelatedCatcher In The Rye, The Narrative Of The Life Of Fd, A Doll House, And Romeo And Juliet1719 Words   |  7 PagesEnglish Final Exam - Addressing Identity Essay Question 1: In Catcher In the Rye, The Narrative of the life of FD, A Doll house, and Romeo and Juliet, all of the characters in these stories go through a series of life changing events which shape them as a person. Every single one of these characters starts off their story without knowing the answer the the question â€Å"Who am I?† and throughout the course of their lives (or a shorter time period), they grow and change as people, due to the events ofRead MoreYour Momsma Vs. 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Analysis Of My Dream - 1056 Words

Dream In my dream, I saw my stepmom talking to a group of men. This group of men looked like they were part of a bike gang, and they all had either a knife or a gun on them. The group of men had scary tattoos all over them, leather vests, and distressed jeans on with boots. The men took off and were headed to an apartment complex in search of someone. They didn’t knock on any doors or try to break into a specific apartment; they were just walking around looking for someone outside the apartment buildings. When they found who they were looking for, they started running and shooting towards that person. It was my father. At this point in my dream, I started screaming and crying, but I wasn’t actually in my dream. It felt as if I was just†¦show more content†¦I then asked her to describe their tattoos, but again I got no answer. At that point, I knew that the only two characters that I had to focus on were on her dad and her stepmother. When I ask the dreamer to tell me about her stepmom, she replied by saying that she was an awful person and that they never got along. She also added that when she was living with her, she felt like her stepmom did not love her and that from the very beginning she was trying to separate her from her dad. Then, when I ask her to tell me about her dad, she went on to tell me that her dad and her, have always had a close bond, and that she feels until this day that she has to protect her dad from her stepmom, as she has done some pretty bad stuff to her dad during and after their marriage. I then ask the dreamer to explain what her stepmom has done to her dad in the past and now that they are divorce? She discloses that when her dad was marry, her stepmom was not a very responsible caregiver because she used to leaved her dad to take care of all the children and all of the responsibilities of the house, and when her stepmom returned home there always seem to be a lot of conflicts between her and her dad as he was starting to suspect that she was probably cheating on him, but he was never sure if that was true or not. She also told meShow MoreRelatedAnalysis Of The Book My Dream 1460 Words   |  6 Pagesbook. When I started this project, I was not sure what I was doing. Without having any theme, I just followed what I wanted to draw when I graved a pen. Some days, I drew what I saw in my dream, some days, I drew my emotional feelings that I had hard time to express, and some days, I drew whatever that came up in my mind. Interestingly, if I look back the images that I drew, it shows that I unconsciously drew many images that is reminiscent of anima/ animus or sky/the universe. 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First published in 1995, the Dreams from my Father reveals a great portrayal of the head of the US government as a person before achieving his status and power. Today, across the globe, the name Barack Obama would be recognizable –the man who stirred the status quo of the Presidency andRead MoreAnalysis Of Metlife s Dream For My Child 1720 Words   |  7 Pagesthe company or product. One method that advertisers use to persuade viewers in an ad is by promoting ideas of humanism. Humanism is the body of moral values that humans possess. This includes family values, which is what is used in MetLife’s â€Å"Dream for My Child† advertisment. MetLife tries to sell a humanistic idea about their product in their advertisement. The advertisement specifically targets parents. 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There are a variety of philosophies and approaches for analyzing dreams including Adlerian (dreams are projections of a persons current concerns), Gestalt (every person and object in a dream represents an aspect of the dreamer), and psychoanalytic (dreams are a key to what is happening in a persons unconscious). Why would I want to choose Dream AnalysisRead MoreA Dream Using Jung s Theory Of Dreams1236 Words   |  5 Pagestypically analyzed dreams with respect not only to the dreamer and their own associations, but also using his own archetypal associations developed throughout human history for symbols, images, and the overall story of a dream. Jung’s universal associations aid persons wishing to analysis their own dreams. Jung also acknowledged both objective and subjective portions of dreams, meaning that some parts of dream may contain deeper s ignificance, while occasionally parts of dreams may have no deeperRead MoreAnalysing Personal Dream s through Activation Information Mode Model977 Words   |  4 Pagesthan a few dreams while asleep, that is because, whether you know it or not, everyone dreams while asleep. Based off the Activation Information Mode Model theory, dreams are random neurological firings that have no particular meaning. The reason dreams feel so real and personal is because they are based from recent memories located in the brainstem. Although dreams are meaningless, our brain tries to make connections. Through the Activation Information Mode model people are able to analysis personalRead MoreEssay about Dreams Their Analysis1413 Words   |  6 Pages Dreams Their Analysis The assignment is to recall a dream and analyze it from one or two theoretical perspectives weve learned thus far in dream analysis. Dreams have been a vehicle to express emotions, thoughts and feelings. Sometimes they pose questions which have been rooted in our conscious. Dreams are personalized works which we have consciously directed and created in our minds and no one interpretation is right or wrong. Weeks later upon receiving this assignment I had an incredible dream

Administer Medicine To Individuals And Monitor The Effects Free Essays

There are many common types of medication used in a care setting. These include Quinapril, Donepezil, Warfarin, Trazodone, Metformin , Paracetamol and Asprin. These all have different effects and side effects, listed below. We will write a custom essay sample on Administer Medicine To Individuals And Monitor The Effects or any similar topic only for you Order Now Quinapril : This medication is used to treat high blood pressure. It works by decreasing certain chemicals that tighten the blood vessels, so blood flows more smoothly and the heart can pump more efficiently. With this medication individuals may experience many different side effects. These include: Dizziness, tiredness, cough, upset stomach or vomiting. More severe side effects include: swelling of the face, eyes, hands, feet or ankles, difficulty breathing/ swallowing, yellowing of the skin or eyes, chest pain or fainting. Donepezil: This type of medication is an anti- alzheimers drug, used to treat dementia. It improves mental function, such as memory and language abilities. It also allows the individual to perform activities of daily living. Donepezil cannot cure Alzheimers disease but may slow the loss of mental abilities. Potential side effects of this medication include: nausea, vomiting, diarrhoea, loss of appetite, weight loss, muscle pain, headache, dizziness, depression, changes in behaviour, red, itchy skin and abnormal dreams. Some more serious side effects include: fainting, lower back pain, red blood in stools, fever, slow heart beat and bloody vomit. Warfarin: This medication is used to prevent blood clots forming or growing larger in the blood and blood vessels. It works by thinning the blood, decreasing the clotting ability of the blood. Potential side effects include: gas, abdominal pain, bloating, change in the way things taste, loss of hair and feeling cold or having chills. More severe side effects include: hives, itching, chest pain/ pressure, infection, nausea and flu like symptoms. Trazodone: This medication is used to treat a variety of mental health problems. It works by increasing the activity and levels of certain chemicals in the brain which can improve symptoms of depression and anxiety. Potential side effects include: appetite gain, back pain, aggressive behaviour, blurred vision, blocked nose, chest pain, constipation, dry mouth, dizziness, headaches, itching, joint pain, memory problems, nightmares, tiredness, vomiting and weight loss. Metformin: This type of medication is used to control diabetes. It works by keeping the blood sugar levels under control. Potential side effects may include: nausea, vomiting, stomach pain, loss of appetite and taste changes. Less common side effects include: breathing difficulties, muscle cramps, liver problems and skin problems such as itching or urticaria. Paracetamol: This medication is used to ease mild to moderate pain such as headaches, sprains, toothache or the symptoms of a cold. It can also be used to treat a fever. Potential side effects can include: rashes, low blood pressure and liver and kidney damage. Asprin: This type of medication is an anti-platelet medicine, meaning it reduces the risk of clots forming in the blood, reducing the risk of a stroke or heart attack. Potential side effects include: nausea, bowel or stomach irritation and indigestion. Less common side effects may include: bruising, skin rash, vomiting and breathing problems. Insulin is a medication which demands the measurement of specific physiological measurements. This is because there is naturally occurring insulin in the body which needs to be checked at regular intervals to ensure the right level is being prescribed. Warfarin is another medication which needs to be monitered, in order for the correct levels to be prescribed. This is carried out using the international normalisation ratio (INR) which measures how long it takes for blood to  clot. This test may be carried out once or twice a week depending on the results. How to cite Administer Medicine To Individuals And Monitor The Effects, Papers

HERE BEGINS THE BOOK OF THE TALES free essay sample

OF THE SUPER BOWL Essay, Research Paper October 16, 1994 10-K Creative Writing GENERAL PROLOGUE HERE BEGINS THE BOOK OF THE TALES OF THE SUPER BOWL: When the cold air of January has blanketed every crown and house likewise with its soft hoar ; when birds, squirrels, and the similar are nowhere to be found near to home- so folks long to travel on trips to temperate sites ; and particularly from every corner of the States they travel to Pasadena every few old ages, to watch The Super Bowl at that place ; the finals for the great football season which has entertained them the past few months. One twenty-four hours in that season when I went to Landesman Travel in Teaneck, ready to reserve a place on an air hose for Pasadena no affair what it took, I saw a mark for a particular offer, half the monetary value of what I had planned on disbursement, for a private jet to The Super Bowl ; first seven people served. As I inquired, I discovered that I was the 7th and concluding individual. We were to run into at terminal 76B at Newark Airport one half hr before scheduled take- off, 6:30 A.M. Super Bowl Sunday, to look into the baggage and do familiarities for the drive, which I am traveling to state you approximately. But, however, while I have clip and infinite, before I go further in this history, it seems sensible to state you all about each of the riders, as they appeared to me ; who they were, and of what societal position, and besides what kind of apparels they wore. And I shall get down with the Sports Doctor. There was among us a Sports Doctor who was a great follower of the Hippocratic curse, neer pretermiting any participant who believed he was in demand. He had preformed laudably in the Giants # 8217 ; battle for success, during which he had traveled nigh and far by their side, maintaining the squad in greatest wellness. Even in this clip off of his, he wishes to be near by their sid e, front row by the Giants bench, giving his support, merely morally non physically. He owns two foreign athleticss autos ( how appropriate for his business ) and his frock is most informal for a practicing physician, merely a buttoned down shirt and slacks. Next was an Electrician, who worked rather diligently all hebdomad long and would assist his neighbour no affair what hr of twenty-four hours. But if it would go on that any individual in hurt would necessitate his aid during the three tense hours of Giants football a hebdomad, on Sunday or even Monday dark, he would apologetically worsen and offer his service at the terminal of the game. When non at work, the Electrician would read the athleticss subdivision of the newspaper or would watch Sportscenter on overseas telegram telecasting. He was a all right, fat adult male, likely due to the inordinate sum of beer which he consumed during the games. He wore Jerseies which were ever tight on him and denims merely below his intestin e which exposed some of himself when he bent over to execute some undertaking. There was besides a Student who was simple and was an underperformer at his community college which he seldom attended. He was encouraged by his parents to bask his young person so he set no ends for himself for the hereafter. His male parent got him tickets to many of import Giants football games, including The Super Bowl. He loved the Giants and w atched all the rest of the games on television. He wore whatever was around, usually a casual shirt and jeans. With him was his Girlfriend who was innocent and knew little about the game. The extent of her knowledge was that there are a bunch of guys in tight pants who throw and kick an oblong ball. Yet she enjoyed watching the games with the Student because of the expressions of joy she received from him when the Giants were successful in winning the game. She wore tight casual clothes, simple earrings, and light make-up. The young Pharmacist was very popular and wasn’t afraid to take a risk. He wasn’t a true pharmacist but was called this because he supplied people with drugs to make them feel better. He didn’t care much for football but received the tickets as payment for a smoking drug from a man who gave these away rather than having both of his arms broken. He had dark black skin and wore flashy clothes, his pants usually were quite low. There was a very serious Lawyer among us. He was constantly engrossed in his work and very dedicated to his firm. He won the tickets from a raffle, but I’m sure he would have preferred a new briefcase, his old one was beginning to fall apart because he took it everywhere with him. He would sometimes watch football when he was a child but has had nothing to do with it since then. He did have some vacation days to take off from work and it was a good time to go to California anyway. He always wore a black suit and his tie was never mussed. Now I have told you about the status, dress, and the number of these passengers and why this group met at the airport which was in Newark. But now I must tell you what we did at the airport and afterwards I will tell you about the trip. But I ask you to forgive me for any vulgarity because I speak colloquially telling you the statements and actions of these people, if not directly quote them. Also forgive me for not arranging the people in authoritative impor tance as it should be. Our Pilot made us all comfortable. He is a worthy pilot, and is witty, charming, and handsome. After we had paid our round trip fair, he boarded us onto the jet. He then addressed us on the loudspeaker† Attention, lady and gentlemen, this is pilot speaking. Welcome aboard the private non-stop trip to Pasadena. Due to some technical difficulties, there will be no on-flight movie. To make your flight a little more enjoyable, I’d like to make a suggestion. Each passenger will tell two tales each flight and the person who tells the best will receive a meal paid for by the others in the airport restaurant when we return to Newark. If you all agree, please pick a lot from a hat and the one who picks the paper with a ‘1? on it will start off. Enjoy your flight.† We immediately drew a lot and the Sports Doctor picked the paper with the ‘1? on it, which made everyone happy, so he had to tell his tale first. Since he realized he had to go first he said † Well, since I must start the game, I welcome the decision. Let’s start the trip and listen to what I say.† And with that, the plane took off, and the Sports Doctor readily began his tale and spoke this way.

Magners and Its Positioning in the Market Current Issues and the Prognoses for the Future

Introduction: The Importance of Positioning Among the most important elements of successful marketing, a correct positioning of a certain goods has the most powerful impact on the company revenues and the rates of the product selling. Therefore, it is of utter importance for such brand as Magners to be positioned in the correct manner and with the maximum efficiency so that people could purchase the given product more frequently.Advertising We will write a custom report sample on Magners and Its Positioning in the Market: Current Issues and the Prognoses for the Future specifically for you for only $16.05 $11/page Learn More However, analyzing the current positioning of the product in the market, one can claim that the positioning strategy requires certain corrections. Tracking the peculiarities of Magners positioning in the market, one can comment on the issue and provide a better strategy for the product positioning, thus increasing the revenues and th e popularity of the brand. With the help of the segmentations based on a number of issues, such as gender segmentation, income segmentation, or psychographic segmentation (Kotler, Wong, Saunders, 2008, p. 144), one can achieve considerable success in promoting the Magners cider. Is Magners Cider Strong Enough? The Competitors Considering the competitors that Magners is currently facing in the world market, one can infer that the product does have to stand considerable contest in the sphere of cider production. There is no doubt that currently, the cider is one of the leading trademarks in the sphere. However, according to the recently obtained data, the position that the cider takes is rather unstable, since the company has to face a number of competitors and encounter considerable obstacles. According to the recently obtained data, one can claim that the current positioning of the brand is quite strong, which is based mostly on the innovative approach of the company: Disparaged by the industry experts, a year after launch alcopops were selling 1000 millions a year. Nevertheless, 10 years later and the cider market was experiencing a boom with a 23 per cent increase in sales in 2006 alone (a trend predicted to last into the late 2000s). Dubbed the ‘Magners Effect’ (the brand grew by 225 per cent in 2006), this attributed to a ‘step change in consumer attitudes.’ (Hooley, Saunders, Piercy, Nicolaud, 2008, p. 287) Therefore, it is obvious that, in the light of the obvious competition, one must come up with the original positioning strategy. Emphasizing the specifics of the product, one can achieve high popularity of Magners and surpass such competitors as Gaymers. In addition, it is important to take the consumer’s demands into consideration.Advertising Looking for report on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Magners and Consumer’s Behaviour: By t he Grapevine According to what Arnold (2010) says, the current trend in promoting Magners relies considerably on consumer’s attitudes towards the traditions and the sprit of the Irish legends. Creating a cocoon of myths around the product, the company seems to have achieved an impressive result. In addition, the company has made a successful use of the word â€Å"time:† â€Å"Using ‘time’ as a theme it emphasizes the time it takes to make† (p. 205). Moreover, the company also insists on the specific Irish origin of the drink, as it has already been mentioned, which is supposed to entice the target audience. However, it is important to mark that the company at the same time neglects certain moral issues: â€Å"there are no claims about organic apples or fair trade,† (205) Arnold (2010) explains. Therefore, the producers of the cider rely on the consumers’ enthusiasm of the Irish myths and the taste of the product itself. Magners Positio ning: Affecting the Marketing Mix. Or not? It is essential that the marketing mix of Magners is greatly influenced by the positioning. Considering the current positioning of the product, one can deduce that the marketing mix of the product has been slightly improved and is now addressing the needs of the customer: â€Å"the marketing mix inputs (now five P’s of price, place, promotion, product and packaging) are adapted and focused upon the consumer† (Breen, 2006, p. 3) Recommendations and Reasoning Considering the current Magners positioning in the UK, one can claim that the company is being rather successful (Breen, 2006). However, it is worth mentioning that the company requires to draw not only the customer show are interested in the specific Irish origin of the drink, but also attract a wider range of people. Therefore, it is essential to consider the existing legend closer and, taking into account the common delight about the organic products (Arnold, 2010), one could also inform the customers about the natural origin of the cider ingredients more insistently. Conclusion: Magners Positioning and the Future Benefits Considering the above-mentioned, one can claim that one of the most reasonable and the most important steps for the company to promote Magners at present is to maintain the idea of pure Irishness about the drink, thus, creating a legend that can serve as the attraction for the clientele. Thus, the customers ill have the opportunity not only to enjoy the drink, but also touch upon Ireland and feel Irish for a moment. However, it is necessary to mark that Magners need to mention in their legend that the drink is made of only organic ingredients and, hence, has the most favorable effect on the consumers’ health.Advertising We will write a custom report sample on Magners and Its Positioning in the Market: Current Issues and the Prognoses for the Future specifically for you for only $16.05 $11/page L earn More Appendix A: Positioning Map Legend/Company Position Product Origin Health Issues Magners Current Moderate Moderate Future Low High Gaymers Current High Low Future Moderate Low Judging by the positioning map, the change of the product positioning is to take place. Hence, the product popularity is increased. Therefore, Magners will be able to stay the leading company in cider production. References Arnold, C., 2010. Ethical marketing and the new consumer. New York: John Wiley and Sons. Breen. M., 2006. Never ending story: The rise and rise of Bulmers. Bulmers Quark.  22 Jan. Hooley, G.J., Saunders, A.J., Piercy, N.F., Nicolaud, B., 2008. Marketing strategy  and competitive positioning. Upper Saddle River: Pearson Education. Kotler, P., Armstrong, G., Wong, V., Saunders, J., 2008. Principles of marketing.  5th Ed. Upper Saddle River: Harlow: Financial Times/Prentice Hall. Ch. 9. This report on Magners and Its Positioning in the Market: Current Issues and the Prognoses for the Future was written and submitted by user Madilyn Short to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

Why I Would Like to Do Extension English in Year 11 Essay Example

Why I Would Like to Do Extension English in Year 11 Essay Example Why I Would Like to Do Extension English in Year 11 Essay Why I Would Like to Do Extension English in Year 11 Essay Why I would like to do Extension English in Year 11 No one denies the importance of the English language in the present time as a global language. It is clear that the English language has become very dominant around the world. This is one reason among many other reasons why I would like to do Year 11 Extension English in my senior years. English has become an important part of my life as I use it every day through many mediums, for example socialising or communicating. The advantage of learning the universal language of English has offered me those opportunities and many more. This is because English is the language of the modern era, where many people use it in various fields of life such as political, business or travel. What potential employers want most is someone with motivation, intelligence, and proven ability to work. Studying Extension English shows that I have all of those qualities. To be able to broaden my English in many aspects I would be able to effectively apply it to my career which many employers now look for. I believe the Year 11 English Extension class is a valuable preparation for any number of further study opportunities. English is a subject I have most interest for; I become absorbed when reading Shakespeare and I love writing essays. I also believe if I had the great opportunity of being part of the distinguished class, I would have the better opportunity of developing the skills that employers consistently find valuable: communications, writing, and analysis for example. I not only enjoy English, but I find it be a vital part of my life because I use it every day through reading, writing and speaking. Extension English will be a challenge, not an obstacle in life. Through consistent hard work and adversity I wish to achieve an English degree in the future which will provide me the flexibility to pursue almost any ambition. I expect English Extension will offer very able students of English like myself an additional challenge and higher expectations; the challenges like managing high level critical analysis, and the expectation that we can work independently and in a self-directed manner whilst the rewarding and enjoyment we can benefit from. Moreover, I want to explore the diversity of the world, people, society and culture through the aspect of English and broaden my understanding of the world. I want to develop my knowledge on this because I think students who have a broad understanding of the world do well in their Higher School Certificate. I believe this is true, because many of the texts types given for a critical analysis or evaluation requires a general knowing of contemporary events or social and cultural changes in society or the world. The ability to communicate is very valuable for almost any job. Studying English teaches me how to write clearly and effectively. The many pieces of knowledge I may obtain from the Extension class can be extremely helpful and useful if I apply it into my career and life. My ideal and desired career is to be a solicitor. It is a career involved in the field of law, and often the fields of economics, political or business. For this type of career to be achieved on the long-term, it is essential I expand my studies into English because a large majority of what a solicitor does requires a substantial knowledge and education of English. It has become quite clear that English is a necessity today. We need it in different fields of life for many different purposes. The English language has become easier to learn more than ever before with the broader availability of many sources such as the Internet, books and educational institutes which have expanded around the world. My English learning experience during my years at high school have allowed me to better understand different text and their contexts, textual features and the different ways of communicating or interpreting text. I believe that this kind of experience positions me ideally to achieve a high standard of education and prospects. Should I be fortunate enough to join the Year 11 Extension English class, I believe that my growth as a student will continue as I work hard to become a perseverant member of its distinguished group. I would look forward to both the academic and personal growth that will come from being an active learner of that dynamic class. Thank you

Anticancer Efficacy of Curcumin Analysis

Anticancer Efficacy of Curcumin Analysis Nuclear factor-ÃŽ ºB (NF-ÃŽ ºB) is a transcription factor that is essential in the regulation of immune and inflammatory responses. 1 It influences a diverse target of gene expressions that regulate apoptosis, facilitate cell survival, proliferation, and differentiation. 1,2 Before cell stimulation, NF-ÃŽ ºB dimers that are located in the cytoplasm are inactive. 3 Prior to activation, NF-ÃŽ ºB dimers consisting of RelA, c-REL, and p50 are held in the cytoplasm by inhibitory ÃŽ ºB (IÃŽ ºB) proteins. 3,8 The IÃŽ ºB kinase (IKK) complex is activated by various extracellular signals such as proinflammatory cytokines and viral infections. 3,4 This IKK complex phosphorylates two conserved serine residues and targets NF-ÃŽ ºB-bound IÃŽ ºBs, which results in ubiquitin-mediated dissociation of IÃŽ ºB from NF-ÃŽ ºB, thus leading to translocation of activated NF-ÃŽ ºB into the nucleus. 2,7 The activation of NF-ÃŽ ºB promotes tumor invasion, metastasis, and allows malignant cells to escap e apoptosis. Consequently, many chemotherapeutic drugs have been found to activate NF-ÃŽ ºB, thus contributing to chemoresistance and chemotherapy failure. 3 Increasing evidence suggests that, the inhibition of NF-ÃŽ ºB activation can reduce chemoresistance and improve the effectiveness of chemotherapeutic agents. 3 Among the compounds that have been reported, curcumin was found to inhibit the activation of NF-ÃŽ ºB and thus, induce apoptosis in tumor cells. 6 Unfortunately, its clinical applications remains limited due to its poor bioavailability and low potency 6 , these prompted researchers to chemically modify curcumin in order to increase its potency against NF-ÃŽ ºB and cancerous cells. 8 In this issue, Qui et al . 8 reports progress in the synthesis and identification of new 4-arylidene curcumin analogues as a potential chemotherapeutic agent. Different kinds of 4-arylidene curcumin analogues were synthesized by coupling 1, 3-diketones curcumin analogues with various aro matic aldehydes in toluene with acetic acid, using piperidine as a catalyst (figure 1). The chemotherapeutic activities of the synthesized compounds were tested on the growth of A549 lung adenocarcinoma cells with curcumin used as control. The authors reported that majority of the 4-arylidene curcumin analogues exhibited potent anticancer activities against A549 growth with GI 50 in the range of 0.23 – 0.93 ÃŽ ¼M, while very poor antiproliferation activities of curcumin was observed at 15.23 ÃŽ ¼M. This shows a 10- to 60-fold increase in the potency of 4-arylidene curcumin analogues over the parent compound, curcumin. Remarkably, the cytotoxic activities of these newly designed curcumin analogues were not limited to A549 cells. The growth of other carcinoma cells H1944, squamous cells H157, and large carcinoma cells H460, were effectively inhibited by selected 4-acrylidene curcumin analogues, with GI 50 values at micromolar concentrations low to 0.07 ÃŽ ¼M. Likewise, in a r elated study, Zambre et al. 9 reported that copper(II) conjugates of Knoevenagel condensates of curcumin analogue showed inhibitory activities against human leukemic KBM-5 cells. Taken together, these two forms of curcumin analogues offer new possibilities at both ends as potential anticancer agents. One of the key curcumin targets that is important for the survival of cancer is IÃŽ ºB kinase (IKK), which regulates NF-ÃŽ ºB activation. 6 Activated NF-ÃŽ ºB is situated in the nucleus to promote transcription that is triggered by tumor-necrosis factor (TNFÃŽ ±). 1,5 Thus, Qiu et al. 8 used nuclear translocation of NF-ÃŽ ºB in response to TNFÃŽ ± as the main indicator to examine the mode of action of curcumin in comparison to 4-arylidene curcumin analogue. A549 cells were treated in a 384-well plate format with curcumin and its new analogue respectively, before the addition of TNFÃŽ ± to trigger nuclear translocation of NF-ÃŽ ºB p65 subunit. As a result, curcumin inhibited TNFÃŽ ± -induced nuclear translocation of NF-ÃŽ ºB with a mean IC 50 of 9.5 ÃŽ ¼M, which is consistent with the work of Kasinski et al . 4 Interestingly, most of the synthesized 4-arylidene curcumin analogue showed improved inhibitory activities against NF-ÃŽ ºB translocation with mean IC 50 values in the range of 1.0 – 4.9 ÃŽ ¼ÃŽÅ". This finding proved the superiority of the newly designed curcumin analogue over curcumin in blocking nuclear translocation of NF-ÃŽ ºB. Consequently, in a related paper, Zambre et al. 9 developed novel curcumin analogues that were synthesized using Knoevenagel condensation to convert enolic diketones of curcumin into non-enolizable ones. The synthesized compounds were examined for their potential in blocking TNFÃŽ ±-induced NF-ÃŽ ºB activation. It was reported that copper(II) conjugates of Knoevenagel condensates of curcumin showed greater potentials in blocking TNFÃŽ ±-induced NF-ÃŽ ºB activation than curcumin, confirming the potency superiority of curcumin analogues over the parental curcumin.