Conduit Metaphor - Definition and Examples

A conduit metaphor is a type of conceptual metaphor (or figurative comparison) commonly used in English to talk about the process of communication. The concept of the conduit metaphor was originally explored by Michael Ready in his 1979 article The Conduit Metaphor: A Case of Frame Conflict in Our Language About Language (see below). Reddy estimated that the conduit metaphor functions in roughly 70% of the expressions used to talk about ​language. The Framework of the Conduit Metaphor Typical solutions to the unskilled speakers communication problems are illustrated by (4) through (8). (4) Whenever you have a good idea practice capturing it in words(5) You have to put each concept into words very carefully(6) Try to pack more thoughts into fewer words(7) Insert those ideas elsewhere in the paragraph(8) Dont force your meanings into the wrong words. Naturally, if language transfers thought to others, then the logical container, or conveyer, for this thought is words, or word-groupings like phrases, sentences, paragraphs, and so on. . . .[F]our categories . . . constitute the major framework of the conduit metaphor. The core expressions in these categories imply, respectively, that: (1) language functions like a conduit, transferring thoughts bodily from one person to another; (2) in writing and speaking, people insert their thoughts or feelings in the words; (3) words accomplish the transfer by containing the thoughts or feelings and conveying them to others; and ( 4) in listening or reading, people extract the thoughts and feelings once again from the words.(Michael J. Reddy, The Conduit Metaphor: A Case of Frame Conflict in Our Language About Language. Metaphor and Thought, ed. by Andrew Ortony. Cambridge University Press, 1979) The Conduit Metaphor and Communication [Michael] Reddy points out that the Conduit Metaphor is not a specific expression; rather, it names the metaphoric assumptions that enable a range of common expressions such as getting the message across, putting thoughts into words, and getting a lot out of a text. . . .Although the Conduit Metaphor may fail to describe all that transpires in typical writing situations, it does not impose an erroneously reductive structure upon complex activity but rather grows out of a complex of embodied activity, situated experience, and rhetorical human relationships. It is a rhetorical metaphor that, in certain instances, asserts a description of communication or an ethical standard. Without it, for example, we would have little basis for ethical objections to lying, concealment, failure to warn, failure to be responsible, and so on. It is crucial that we recognize, however, that when the Conduit Metaphor is treated as credible, it is combined with other concepts whose implications support its credibility. Most saliently, it combines with Language Is Power, a concept that has both evident ontological and ethical ramifications.(Philip Eubanks, Metaphor and Writing: Figurative Thought in the Discourse of Written Communication. Cambridge University Press, 2011) Lakoff on the Grammar of Conduit Metaphors Now consider: That idea just came to me out of the blue. . . . The general conceptual metaphor involved here is the CONDUIT metaphor, according to which ideas are objects that can be sent and received. Out of the blue is a metaphorical source phrase, and That idea is not just the Content of the cognitive experience, but is also the metaphorical Theme that moves to me. The grammar of the sentence is a reflection of the metaphor. That is, it has the grammar of a literal Theme-Goal-Source sentence, like the literal The dog came to me out of the kennel. To put it another way, the sentence has source domain syntax. . . .Now let us turn to a case where an Experiencer is a metaphysical Patient and has the syntax of a Patient: The idea struck me out of the blue. Again, we have the CONDUIT metaphor, with an idea that is conceptualized as an object that comes from a source out of the blue to me, not just reaching me as a goal but striking me. Thus, me is not merely a Goal, but moreover, a Pati ent that is affected by being struck. The verb struck is from the source domain, as is the syntax, in which me is direct object, which is the natural grammatical relation for a Patient to have.(George Lakoff, Reflections on Metaphor and Grammar. Essays in Semantics and Pragmatics: In Honor of Charles J. Fillmore, ed. by Masayoshi Shibatani and Sandra A. Thompson. John Benjamins, 1995) Challenging the Conduit Metaphor In Metaphors We Live By, Lakoff and Johnson (1980: 10-12 et passim) describe what they call the CONDUIT metaphor as a cross-domain mapping consisting of the following main correspondences: IDEAS (OR MEANINGS) ARE OBJECTSLINGUISTIC EXPRESSIONS ARE CONTAINERSCOMMUNICATION IS SENDING(Lakoff and Johnson 1980: 10) This formulation of the CONDUIT metaphor has since become the most widely accepted account of the dominant way in which speakers of English talk and think about communication (e.g. Taylor 2002: 490 and KÃ ¶vecses 2002: 73-74). More recently, however, [Joseph] Grady (1997a, 1997b, 1998, 1999) has questioned the validity of the CONDUIT metaphor alongside that of many other well-established formulations of conceptual metaphors, for the following reasons: first, it lacks a clear experiential basis; second, it does not explain why some prominent elements of the source domain are not conventionally mapped onto the target (e.g. the notion of opening or sealing packages is not conventi onally projected from the domain of the transfer of objects to the domain of communication); and third, it does not account for why many expressions that have been associated with the CONDUIT metaphor are in fact conventionally used in relation to other domains of experience as well (e.g. The detective couldnt get much information out of the partial shoeprint (Grady 1998: 209, italics in original)).(Elana Semino, A Corpus-Based Study of Metaphors for Speech Activity in British English. Corpus-Based Approaches to Metaphor and Metonymy, ed. by Anatol Stefanowitsch and Stefan Th. Gries. Mouton de Gruyter, 2006) Alternate Spellings: Conduit Metaphor See Examples and Observations below. Also see: MetalanguageCommunication ProcessMetaphorThirteen Ways of Looking at a MetaphorWriting Process

Marketing James Patterson Case - 4242 Words

Table of Contents1.0 Executive Summary32.0 Situation Analysis42.1 Environment42.1.1 Demographic environment42.1.2 Economic Conditions and trends42.1.3 Social-Cultural environment42.1.4 Technological environment52.1.5 Political Legal environment52.1.6 Natural environment52.1.8 Environmental Opportunities52.1.9 Environmental Threats62.2 Industry62.2.1. Suppliers62.2.2 Consumers62.2.3 New Entrants72.2.4 Competitors72.2.5 Substitute Products (Threat of Substitute products)82.2.6 Industry Opportunities82.2.7 Industry Threats82.3 Organization82.3.1 Strengths82.3.2 Weakness92.4 Marketing Strategy92.4.1 Objectives92.4.2 Analysis of Sales, Profit and Market Share92.4. 3 Analysis of target market(s)102.4.4 Analysis of Marketing Mix Variables112.4.5†¦show more content†¦Ã¢â‚¬ ¢Mass merchants generated 34% of the sales of best sellers, indicating that the readers were leaning towards low price options. †¢Information regarding purchasing power or income distribution of the readers is not available. 2.1.3 Social-Cultural environment†¢Book club was a trend in the United States and being a member of a book club meant commanding respect in the society. †¢The society had a special place for the so called badge books. The works of James Patterson did not enjoy similar status which resulted in lower readership amongst the group of omnivorous readers. 2.1.4 Technological environment†¢Technologies used in book printing and publishing are hardcover, paperback, electronic books, audio books. Hardcover books fetch the maximum profits for the publisher and author. †¢Demands for E-books are increasing as it is a low cost sales outlet. eBooks cost between $4.99 and $6.99 per book where as hardcover cost $21 to $27 and paperbacks about $7.99†¢Internet and email usage has not affected the demand for books a great deal. Demand for books has been consistent at about 1.1 billion over the past decade. †¢Technological advancement has lead to an increase in the average web surfing time. However, the online retailers have accounted for a mere 2% of the sales of best seller fiction in the year 2004. 2.1.5 Political Legal environment†¢Information regarding the political and legal factors is not available. 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Citizen Gas Company

Question: Write an essay on Citizen Gas Company. Answer: Citizen Gas Company, the natural gas provider has three types of consumers: Residential, Commercial and Industrial. There is a huge weather dependency in order to usage of gas in case of the residential revenue. On the other hand, the gas usage of commercial consumers is partly weather dependent whereas consumers of industrial usage is governed by factors of business comprehensively. In the current consumer demand of supply, the company has been planning to establish long term contracts with ten pipeline existing companies and provide supply during the gas year, however, the company figured out problems in CGCs planning efforts. To correct this problem, the company has appointed a new director of corporate planning. To solving the problems of lost sales and oversupply at the gas end, the director has presented a new conceptual design. In this report, the researcher will analyze the structure and features of the new system of CGC and further incorporate adequate planning capability. Discussion Natural gas is a versatile clean burning and efficient fuel that is used in a variety of application (Holade et al. 2015). Due to having a huge demand of the natural gas provider, CGC is currently operating with ten pipeline companies in the amount specified in contracts however, the company needs to be specified gas volume contract w1ith the pipelines companies. Under the previous gas supplying system, all contractual agreements with the pipelines companies were short terms and others maintained the take-or-pay clauses. Although the pipelines are efficient means of transporting natural gas ensuring speed, safety and smoothness (Khadem and Boozarjomehry 2015). However the company falls short to achieve the demand of consumers during the gas end period. Here in this context, the company changed their existing gas transportation system and implemented a new conceptual diagram to overcome the indentified problems. Criteria to be considered in specifying the structure: There are many factors considered before developing a new system: Firstly, there were many contracts where supply over the contract amount was not specified. Furthermore, many pipelines companies were transporting natural gasses containing take-or-pay clauses. In that case, the company faced problem in accomplishing the customer demand because gas was not enough stored in their storage destination. Under the certain contract, many pipeline companies supplied natural gas which was varying according to the heating season (Fujiwara et al. 2015). That means industrial consumers were deprived from the use of natural gas since these customers consumed gases entirely by business factors in spite of weather dependency. In other way, the company forced to be curtailed the demand of the industrial consumers and thus, has resulted in lost sales. Secondly, the excess natural gas of CGC was putting into their underground storage for future use. Here the company made no boundaries on the storage field of gas, however, the company made sure that the storage field must be full at the commencement of each gas year. For this reason, the company could not provide demand to the industrial consumers in the middle of the gas year to accomplish the estimated demand and fill the storage field at the beginning of each gas year. Thirdly, the company curtailed the demand of the usage of commercial and industrial consumers in maximum cases because the company projected their customer demand only as a function of the number of customers regardless the volume of the usage. Here the company did not even consider that industrial revenue per capital {$(65000000/2000) = $32500} is far more that the residential consumers {$(160000000/160000) = $1000} though the number of customer demand is low. Fourthly, GGCS planning efforts have not sufficiently controlled the supply so the company often faced problem of oversupply at the end of the gas year. However, this information is indeed necessary for establishing long term contracts with the pipeline companies. Features of the new system of CGC: By specifying all the above criteria, the newly hired director of CGC is offered a conceptual design framework for an effective system of information. This system is being developed for better analyzing the supply and demand in their interface. There are many features of the new system of CEG have been identified. These features are as follows: Firstly, the system will provide a gas plan on monthly basis for the next 5 years where emphasis given on the initial year. By this process, the company can monitor the consumers demand more effectively. Currently, the company is providing natural gas service to 200000 consumers where most of the customers are used natural gas for their residential purpose. Here the residential consumers gas consumption is highly correlated with the weather (Hori et al. 2013). These demand variations can easily be monitored after the implementation. Secondly, the integrated corporate planning system will help to monitor the monthly usage production. With the help of this data, the management of the company can make an effective decision regarding the gas storage system. Here the integrated storage system made restriction on the gas storage field. By the effective planning process, the project manager can make balanced decision between demand and supply well. Whenever, the projected demand will high, the gas can be transported by pipeline to patrons or can be put into underground storage for future use. Therefore, the company can reduce their cost regarding the gas storage field. In this way, the company can reduce the excess supply problem at the end of the gas year. Thirdly, the new system will use the definite data during the estimation of the estimated demand for the year end. Here the projected demand will consider the gas volume usage by customers rather than the demand of the consumer. Fourthly, the plan has indicated that further decisions of the company will be based on operating income of the specified period. Here the efforts would be given to enhance the operational efficiency of the company. Therefore, the company can try to reduce per unit costs by increasing the sales volume of during the end of the gas period. Required data for adequate planning capability: The following are the data which should be included into the new system of CGC to make the entire system adequate for executing capabilities. Firstly, the company needs to record the information of consumed energy on monthly basis. Here the projected customer demand will be evaluated with the estimated consumed energy of the natural gas (Cai et al. 2015). Furthermore, the storage field of the company can optimally use by the project manager, thus the company can avoid issues regarding the excess of supply. Secondly, Previously customer demand has been anticipated only as a function of the total number of customers. According to the changed plan the company will exploit the genuine data during the year to project demand for every year. To enhance the planning capability the company should assess the revenue generation capacity related to the corresponding class of consumers. By this practice, the company will find that industrial consumers are the most potential consumers based on the highest consumption factor if the company evaluates data regarding revenue per customers (Buonocore 2016). Therefore, the demand for gas should not be curtailed for higher capacity consumption. To increase the projected consumer demand of industrial consumers, the natural gas provider company should sale increased volume for business factors. Generally, the largest direct use of natural gas by the industry sector is for heating and cooling, process heating for glass melting, meals preheating, processing of foods, and drying. Therefore, CEG Company needs to explore their potentiality in the industry sector. This is only possible if the company give efforts to increase the availability and low prices of natural gas. Thirdly, the design between the integrated storage size and the natural gas transmission must be developed for maintaining balance regarding the most effective and economical delivery technique (Thomas et al. 2016). Majority of the pipeline systems of natural gas are configured principally for the long distance transmission of gas from production regions to areas of market. This system of wide distance often called as trunklines. The company must ensure to receive the natural gas from their pipeline companies locally from the major local production areas or tricklines. I this way, the company can enhance their operational efficiency and stock turnover rate. Fourthly, the company needs to incorporate data regarding the gas storage system. To improve the gas storage system the company can acquire additional storage facility in order to implement underground storage integration. This data regarding underground storage is an essential component of an efficient and dependable interstate natural gas transmission and distribution network. The adequate size and profile of the system of transmission system often depends in part on the availability of storage (Hault et al.2016). Therefore, the access of underground natural gas storage facilities shall be exploited by the project manager. For this, the company needs to get permits the mainline transmission pipeline operator to develop the portion of its system situated upstream of storage facilities to contain the total reserved capacity commitments. On the other hand, the portion of the system of transmission located downstream of the storage area is designed to hold the maximum peak period requi rements of local distribution firms, and consumers in the area. This will generally influence on the withdrawal level of storage facilities to the system which will link to the projected demand requirement. Fourthly, the risk management strategy regarding the ineffective demand supply curve needs to be considered to provide adequate planning capacity. In the case of the residential customer gas usage, the weather factor must be a risky element for decreasing demand of the company. To increase the selling efficiency the company must be prioritized their risk and mitigate accordingly. Though it is difficult to predict these circumstances, the company shall make the alternative plan. Fifthly, the data regarding the operational expenses of CEG needs to be categorized. These operational expenses include gas transmission costs, costs relating to integrated storage sites, costs relating to the system monitoring technique, value of design process and so on. Under the new system of CEG, the company will take their decision based on the operating income. To increase the operational income, the company needs to increase volume of the sales in per cubic feet, reduce the labor and operational costs relating to the transportation of national gas along with the reduction of costs of goods sold. Sixthly: To improve the efficiency, the company needs to implement Sensor testing. The pressure sensor in the test bed indentified a problem with the sensor. Here the company can identify the data sensitivity, reliability, accuracy and performance. On the other hand, the company should improve their drilling efficiency. The drilling productivity report will analyze drilling efficiency applying the average number of wells a rig which can drill over a period of time. Seventhly: An effective monitoring system needs to be implemented for better planning control mechanisms (Fujiwara et al. 2015). The company should record the supply gas monitoring system to understand the variations and to find out the actual reasons for the downfall in sales at times. This monitoring system will record the growth of the revenue in order to mention the usage of the class of consumers. By this monitoring system, the company can easily understand that which section of consumers are responsible for the large growth of the company. All decision regarding the consumption will be taken on the volume of the sales or the achieved operating income of the company. This decision would be more reliable because per unit consumption can easily be monitored by the project manager. Furthermore, in the devise of control is used to comply with the recommended RACT level of control, such devise must be required to operate at all times when vapors, gases, fumes are vented from the storage to decrease the mass content of emission. For this, the company should implement the devices for vapor recovery which operated to reduce the huge content of VOC in the gases, vented to the devise ninety five percent by weight (Khadem. and Boozarjomehry 2015). To make the carbon emission control mechanism effective, the owner of CEG should be required to develop the carbon replacement schedule for the successful carbon absorption process. This will ensure to continue compliance with the recommended control monitoring system within the interface. Lastly, all the above mentioned data should be integrated into CGCs new system to provide adequate planning capability. However, the company needs to improve the natural gas transmission system which the core area for excellence. Transporting gas from the wellhead to the end consumer involves several transfers of custody physically and multiple processing steps as well (Buonocore et al. 2016). In the new system, the company will buy natural gas from ten different pipelines companies in the volume specified contracts for a specified long period of time. In the new transmission process of natural gas the company will follow the following steps: Plant for processing: process of the extraction of impurities Develop system for mainline transmission: long distance pipelines transport natural gas from the area of production to market areas Centers of Market: At the point where pipelines intersect and flow are transferred Facilities for underground storage: Storage of natural gas for the future use Peak shaving: In this process, system will permit a gas pipeline to accomplish short term flows to fulfill the demand with minimal infrastructure Conclusion Based on the above analyzes of Citizen Gas Company, the researcher has identified several issues related to the previous system. This company has faced many problems in order to maintain the customer demand with supply. There are several times supplied natural gas exceeds customer demands because the company was previously engaged in the number of consumer-driven contract in spite of the gas volume specific contract. However, this report provides a clear perspective and specified the structure and features of CGCs new system. To resolve the identified problem of CGC, the authority of corporate planning of the company is represented with a conceptual design for an effective strategic information system which will help to make a detailed report at the gas year end. The company made several remarkable changes such as monthly gas plan for the next five years. This will help the company to develop a realistic aims and objectives of the company. For this, the company more emphasizes to rev iew the actual data for project demand for the year. On the other hand, the corporate planner will base her decision by analyzing the companys operating income as well. In this report, the researcher illustrated each data item that is important for adequate planning capability. References: Buonocore, J.J., Luckow, P., Norris, G., Spengler, J.D., Biewald, B., Fisher, J. and Levy, J.I., 2016. Health and climate benefits of different energy-efficiency and renewable energy choices. Nature Climate Change, 6(1), pp.100-105. Cai, K., Zhang, X., Shi, J. and Qin, Q.H., 2015. Temperature effects on a motion transmission device made from carbon nanotubes: a molecular dynamics study. RSC Advances, 5(81), pp.66438-66450. Fujiwara, M., Shiokawa, K., Monobe, H. and Shimizu, Y., 2015. Temperature Control of Light Transmission Using Mixed System of Silica Hollow Particles with Nanoparticle Shell and Organic Components. ACS applied materials interfaces, 7(2), pp.1107-1113. Hault, K., Rnsch, H., Beissert, S., Knuschke, P. and Bauer, A., 2016. Knowledge of outdoor workers on the effects of natural UV radiation and methods of protection against exposure. Journal of the European Academy of Dermatology and Venereology, 30(S3), pp.34-37. Holade, Y., MacVittie, K., Conlon, T., Guz, N., Servat, K., Napporn, T.W., Kokoh, K.B. and Katz, E., 2015. Wireless Information Transmission System Powered by an Abiotic Biofuel Cell Implanted in an Orange. Electroanalysis, 27(2), pp.276-280. Hori, Y., Fujimori, K., Tsuruta, K. and Nogi, S., 2013. Design and development of highly eà ¯Ã‚ ¬Ã†â€™cient transducer for ultrasonic wireless power transmission system. Electrical Engineering in Japan, 184(3), pp.27-35. Khadem, S.A. and Boozarjomehry, R.B., 2015. Development of Systematic Framework for an Intelligent Decision Support System in Gas Transmission Network. Industrial Engineering Chemistry Research, 54(43), pp.10768-10786. Thomas, H., Marian, A., Chervyakov, A., Stckrad, S., Salmieri, D. and Rubbia, C., 2016. Superconducting transmission linesSustainable electric energy transfer with higher public acceptance?. Renewable and Sustainable Energy Reviews, 55, pp.59-72.

Plastic Sergury Essay Example

Plastic Sergury Essay A study by Psychology Today magazine shows that many people are not satisfied with their looks: 60,000,000 do not like their noses; 30,000,000 do not like their chins; 6,000,000 do not like their ears and another 6,000,000 do not like their eyes. Unfortunately, with the help of cosmetic surgery, society tries to meet the perfect body image. But is it the universal remedy? Certainly not. To begin with, however small the operation might be, there is always a chance something goes wrong. The numbers are very alarming: in 20% of surgical operations, the patient has to recover from the damage experienced. Although serious risks such as blindness and heavy lung problems are rather rare, less serious ones should not be neglected: chronic pain, allergic reaction, delayed or prolonged healing, In any case, cosmetic surgery is far from pain free. And what is more, a rather large number of surgeries have already failed. That is to say: the ‘miracle worker caused many people to die because of operations that were far from needed. Take the 36-year old housewife, Lorraine Batt, for instance. As a result of a surgery which was attempt to remove a scar caused by a caesarean section, she came to an untimely death. We will write a custom essay sample on Plastic Sergury specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Plastic Sergury specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Plastic Sergury specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Such tragic events are a strong warning that our society has to be less appearance-focused. In addition, effects of surgery will not last. The cosmetic surgery may make you younger for a few years, but life goes on and the wrinkles come back. It is as unnatural to try to possess eternal youth, as it is to oppose the ageing process. Moreover, silicone implants have to be replaced within fifteen years. Yet the fact that this implies a new surgery is often forgotten. A common ground to go through this procedure is to make oneself more confident, comfortable and stronger than others. There are, however, costs to such modifications. The notion that millions of pounds are spent on cosmetic surgery, while millions of people in developing countries need that money, is objectionable. Is it impossible in our modern world to realize this ‘technical innovation is in fact another example of our western selfishness and self-love? Furthermore, is it right to change the body you are given and transform it into ‘something you are not? Every single person is unique and that is what makes life so special. The outside appearance is the representation of the inner-self. Therefore, drastically redesigning your looks causes strange effects, which was, for example, the case with Michael Jackson. If your personality is lacking, your appearance will suffer too. Consequently, cosmetic surgery does not make you a different person. As wonderful as this piece of modern medical technology may sound, cosmetic surgery is not all that advantageous and in most of all cases, it is not needed. There is no point in transforming a healthy body. That is why the idea of the perfect body image has to be forgotten, and it has to be recognized that everyone is a special human being. nd May 2008 julielai: I suggest taking out the fourth paragraph all together. But make sure your essay is long enough for your assignment. Perhaps elaborating a bit more on the deaths? Cosmetic surgery: a miracle worker? A study by Psychology Today magazine shows that many people are not satisfied with their looks: 60,000,000 do not like their noses; 30,000,000 do not like their chins; 6,000,0 00 do not like their ears and another 6,000,000 do not like their eyes. Unfortunately, with the help of cosmetic surgery,  society tries  (people, not society? to meet the perfect body image. But is it the universal remedy? Certainly not. To begin with, however small the operation might be, there is always a chance something goes wrong. The numbers are very alarming: in 20% of surgical operations, the patient has to recover from the damage experienced. (This kind of contradicts the the deaths you mention later):  Typical side effects include  chronic pain, allergic reaction, delayed or prolonged healing,  not to mention the pain the patient will feel after the operation. But the real risk lies in the possiblitity that the surgery may fail. That is to say: the ‘miracle worker caused many people to die because of operations that were far from needed. Take the 36-year old housewife, Lorraine Batt, for instance. As a result of a surgery  Ã‚  to remove a scar caused by a caesarean section, she came to an untimely death. Such tragic events are a strong warning that our society has to be less appearance-focused. In addition, effects of surgery will not last. The cosmetic surgery may make you younger for a few years, but life goes on and the wrinkles come back. It is as unnatural to try to possess eternal youth, as it is to oppose the ageing process. Moreover, silicone implants have to be replaced within fifteen years. Yet the fact that this implies a new surgery is often forgotten. Furthermore, is it right to change the body you are given and transform it into ‘something you are not? Every single person is unique and that is what makes life so special. The outside appearance is the representation of the inner-self. Therefore, drastically redesigning your looks causes strange effects, which was  the case with Michael Jackson. If your personality is lacking, your appearance will suffer too. Consequently, cosmetic surgery does not make you a different person. As wonderful as this piece of modern medical technology may sound, cosmetic surgery is not all that advantageous and in most of all cases, it is not needed. There is no point in transforming a healthy body. That is why the idea of the perfect body image has to be forgotten, and it has to be recognized that everyone is a special human being.