Licensed Occupational Therapist in New York State Essay Example for Free

Licensed Occupational Therapist in New York State Essay Currently, I am a licensed Occupational Therapist in New York State. I work with developmentally disabled and autistic children in both a private capacity and within the public school system. As an occupational therapist for children, I have to draw on the knowledge of a number of disciplines such as cultural studies, medicine, sociology, and even architecture to best serve the needs of each individual. Most of this knowledge helps me to prepare the children for futures in the classroom and society in general. Each discipline area allows me to give the children the physical and psychological tools they will need. However, there is also a very important emotional preparation that the children need even more than their physical needs that goes into my work. Developmentally disabled and autistic children often respond to touch in order to learn. Developmentally disabled children need touch because often verbal communication fails them. Physical contact through massage techniques can teach them how to use the processes they don’t lack in to strengthen the areas they fall behind. Autistic children on the other hand need to learn to accept touch/physical contact as a means of communication. For both areas of my work, I hope to use the knowledge I gain through Finger Lakes School of Massage to integrate techniques that will benefit children as they navigate a world that is often frustrating for them as they learn to adapt. Professional massage training provides me with further tools to utilize in helping children lead fulfilling lives. The techniques that I learn will be applied in early intervention therapy, which provides these special children a head start on preparing for the classroom and other social, academic, and medical situations they may/will encounter in their lives. 2. The world is becoming a smaller place, or so the cliche indicates. Yet I have found within my own community that though the world may grow more connected technologically, people grow farther apart. Many individuals go through whole days, weeks, even months without human physical contact. We are social animals by nature; we were not made to live solitary lives devoid of touch. Human touch is necessary to our well being physically and emotionally, so without this needed touch, we grow more stressed, distant, and irritable. In addition to my work as an occupational therapist in early intervention with developmentally disabled and autistic children, I hope to use the expertise I gain at Finger Lakes School of Massage to serve my community. In both my occupational therapy work with very young children and as a message therapist for adults, I firmly believe that the combination of physical touch and massage provides my clients an opportunity to relax overused muscles and make use of long dormant muscles. Therefore, I would like to be able to offer my services as a massage therapist to the people around me. I have found that despite the vast need for such services, most communities including my own have very few massage therapists or simply none at all. Those few often find themselves exceedingly busy trying to fulfill the need of their communities because so many people seek out message therapy to ease the demands on their bodies and minds. The time used to deliver a massage is time individuals can use to slow down and care for their personal health and well being. Massage is a growing discipline that is attempting to fill the essential need of human socialization that includes necessary touch, physical release of tension, and an opportunity to just stop and relax.

Study of neuromarketing analysis

Study of neuromarketing analysis After having read a substantial amount of the current literature on the fascinating science of Neuromarketing, I find it hard to believe that it took so long for marketing and science to find together to create an academic field of its own right. The works of the human brain and psychology have always been a passion of mine; but my initial professional career took me deeply into the fields of marketing. In fact, I implemented marketing strategies for two of the most controversial industries today: the cigarette and the pharmaceutical industry. Although in both cases, we used the most advanced instruments of modern marketing, I was always curious if there would not be a way to market a product more scientifically than we did at that time and that was despite the fact that all companies I worked for were major global players in their respective field. So when I stumbled upon Neuromarketing in the scope of this Masters degree, I was immediately intrigued by it. Neuromarketing promises to give answers to some of the most important questions of marketing, namely why do we buy things, and what does it do to our brain? I would like to express my gratitude to Malaika Brengman who enabled to seize this unique opportunity to write this thesis. Furthermore, I would thank my mother Ayse Sayin, who kindly shared her extensive knowledge about scientific problems and supported me throughout the complete working process of this paper. Finally, I would like to thank my partner Max Obenaus, who deeply shared my interest in the subject, and whose relentless effort and stimulating discussions has enabled me to write this paper. Brussels, May 2011 TABLE OF CONTENTS INTRODUCTION Neuromarketing, bridging marketing and neuroscience, is a rapidly growing area of research, which introduces a scientific layer to the academic field, and hence creates some high expectations on the one hand, and a lot of critique on the other. The vast amount of data retrieved through neuroscientific analysis promises to provide a better understanding of consumer behaviour, and raises the hope that the marketing strategies of the future will be more efficient and better targeted to the consumer. In fact, the controversy around the mythical buy button shows that the scope and limitations of the scientific field of neuromarketing are not yet properly defined. The horror scenario of complete corporate control of consumer behaviour often stands in the way of a proper analysis of the risks and potentials of neuromarketing; at the same time it seems that a fundamental distinction has to be made between an academic and a corporate approach to neuromarketing. In both cases the willingness to advance the science of neuromarketing should be immense. For corporations, obviously, the prospect of exerting vast scientific control over consumer behaviour is most attractive. For the academic world, it will be a challenge on many different levels. First, it is about exploring the scientific limits of consumer analysis, taking into account the subconscious forces that are at play when a purchase is made. Secondly, and more importantly, the development of neuromarketing raises fundamental moral questions. Freedom of choice, free market and ethics need to be addressed, leading to the formulation of neuroethics. Following this, a legal framework for neuromarketing needs to be defined, which decides whether or not individual consumer rights need protection via a newly defined private sphere, or if we even trust enough the dynamics of the free market to sufficiently self-regulate these moral and legal grey areas. A literature review in this field will give an idea on the studies in this nascent science that is claiming worldwide recognition and possible areas for further research. 2. DEFINITIONS 2.1. Neuromarketing This interest in neurosciences has eventually caught the attention of both businesses and academia that are involved in a subset of economics, i.e. marketing. Being able to understand how the brain processes information and reacts to marketing stimuli, to eventually come up with purchasing decisions would provide a huge leap in marketing science as well as leading to huge profits through triggering the desired consumer responses. In other words, it would be the discovery of the well publicized buy button (Wells, 2003). As a result, marketing has also started to benefit from neurosciences. The resulting multidisciplinary science is termed as neuromarketing or consumer neuroscience. Neuromarketing is broadly defined as a sub-area of neuroeconomics that addresses marketing relevant problems with methods and insights from brain research (Fugate, 2007; Lee et al., 2007). Neurosciences could provide inputs to marketing in different areas such as providing a deeper insight of consumer behaviour and decision making processes, better understanding of advertising, a clearer make-up of branding, an analysis of the market and eventually politics which benefits from all of the above. The first use of fMRI as a marketing tool was reported by Gerry Zaltman of Harvard towards the end of the 1990s (Addison, 2005). However, the term Neuromarketing was only coined by Professor Ale Smidts in 2002, and it was not until 2004 that the first ever Neuromarketing conference was held at Baylor College of Medicine in Houston (Dawis,L. 2005). The tools and methods used for neuromarketing analysis are rapidly developing, enabling better visualization of the subconscious customer responses. Fugate indicates that the use of neuromarketing, if proven through use, has the capability of fundamentally changing how we design, promote, price, and package our products (Fugate, 2007) Consequently, neuromarketing is fast becoming mainstream, widening its applications within marketing. In fact, the increasing popularity of neuromarketing could be traced from Google, where the search for the specific word shows a phenomenal progression from just a few hits in 2002 to thousands in 2010 (Morin, 2011). 2.2. Neuroeconomics Traditional economics considers human beings as rational and unemotional beings that have stable, well-defined preferences that can make rational choices with those preferences (Camerer Thaler 1995, 209). However, the reality hardly matches this classic theory of economic modelling. The decision-making processes are highly influenced by numerous past experiences, emotions and subconscious processes, which alter significantly the expected behaviours. Kenning points out that These anomalies were not proven to have been included into the earlier theories of traditional economics which was based on rational behaviour. (Kenning Plassmann 2005, 343; Schmidt 2008, 8-9.) The developments in neurosciences in recent decades, enabling researchers to determine the physiological and neurological responses have led other disciplines to utilize the methodologies and findings in neurosciences to verify the assumptions in their own fields. Thus, the application of neurosciences to verify the assumptions of economics has led to neuroeconomics. Braeutigam defines neuroeconomics as a new and highly interdisciplinary field, drawing from theories and methodologies employed in both economics and neuroscience, aiming at understanding the neural systems supporting and affecting economically relevant behaviour (Braeutigam, 2005). Consequently, neuroeconomics uses brain research methods to understand and explain economic phenomena, as well as facilitating and promoting the integration of neurological findings into economic sciences. Sanfey points out that Although both economists and neurologists attempt to understand and predict human behaviour, they have used quite different methods in the past. Whereas economic research has tried to explain behaviour through observational data and theoretical constructs such as utility or preferences, neurology contemplates the physiological elements and somatic variables that influence behaviour. Neuroeconomics, which evolved from the combination of both disciplines, proposes an interdisciplinary approach and specifically examines the neural correlates of decision-making (Sanfey et al., 2006). 2.3 The Conscious vs. the Subconscious The importance of neuromarketing lies in the dual nature of perception processes, i.e., conscious and subconscious. We know why we take certain purchasing decisions but not the others. In fact the majority of our actions fall under the latter category. Hausel (2007) and Szymkowiak (2011) indicate two different types of brain activity which could lead to this. The conscious mind can process 40 bits per second, whereas the subconscious mechanism is much faster, processing up to billions of bits per second. Furthermore it is always at work. As a result, everything that cannot be processed by the conscious falls into the realm of the unconscious, which functions as an autopilot that takes over when the conscious cannot process any more. In fact, consciousness is closely connected to focusing attention. In that sense, what we perceive attentively for example when we listen forms the conscious perception, whereas the background noise of all types are recorded in the subconscious. A similar situation is valid for visual perception. Usually the peripheral vision constitutes the realm of the subconscious while the conscious records what we look at attentively. 2.4. Subliminal Messaging Subliminal is derived from the Latin words sub (below) and limen (threshold), referring to the perception below the threshold of human consciousness. The presentation of audile or visual images at a speed or form that cannot be identified by the target person would be perceived by the individual, though not consciously. These subconscious perceptions, whether it is audible or visual, make it possible to influence that individuals decision-making processes, without that person being aware of this activity. An expected consequence would be the possibility to persuade that individual to purchase goods or services, which he/she would not be making otherwise. Although the practice of subliminal messaging was identified at the end of nineteenth century, the widespread recognition was in 1957, when market researcher James Vicary, using the term subliminal advertising for the first time, set up his Subliminal Projection Company and made his well known pop corn/coke advertisement during a Kim Novak film shown in New Jersey. He claimed that by quickly flashing the words Drink Coca Cola and Hungry? Eat popcorn for 1/3000 of a second, at five-second intervals on the movie screen during every presentation of this film, he had influenced people to purchase more food and drinks, selling 57.8% more Coca Cola and 18.1% more popcorn. Vance Packards book, Hidden Persuaders, published the following year included this experiment and had wide repercussions. Although Vicary admitted later on that he had lied about the experiment, there were widespread sentiments against the practice. Life treated subliminal advertising as fact and discussed its potential not only in selling but also in gaining support for anti-litter campaigns and even promoting political candidates while The Saturday Review, addressed his readers: Welcome to 1984. (OBarr,2005) The widespread belief that subliminal messaging could lead to brainwashing led to subsequent banning of subliminal advertising in various countries. The publishing of the book Subliminal Seduction by Dr. Wilson B. Key in 1973, marked another outrage against subliminal advertisement, leading to limitation of broadcasting with subliminal techniques. (Lindstrom,2003) The use of subliminal messaging had also been used in politics, the most famous being the TV Ad for George W. Bush during the 2000 presidential campaign. It showed words (and parts thereof) scaling from the foreground to the background on a television screen. When the word BUREAUCRATS flashed on the screen, one frame showed only the last part, RATSà ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦((OBarr,2005). Music played in shops sometimes have embedded messages to spend more or discourage theft, leading to a decrease in thefts and increase in sales, which the consumer is unaware but is effective (Lindstrom, 2003) Subliminal messages could also be utilizing the associations and judgments of the consumer, fulfilling the subconscious sensory expectations from a product or service. Lindstrom argues that different aromas pumped into casinos, airplane cabins, hotel rooms, and just off the assembly line cars could be considered subliminal messaging as the leathery smell of a new car comes out of an aerosol can (Lindstrom, 2003). 2.5. The Senses Everybody perceives the surrounding world through 5 senses, that is: seeing, hearing, smelling, tasting and touching. Perception involves the reception through our sensory organs and the processing by the brain. However the perception depends not only on the external stimuli, but also on the genetic set up and residues of the previous experiences of the individual, formed by learning and memory. 2.5.1. Seeing The eyes are the visual information receptors. The impulse goes through the cornea and is projected on the retina, which is composed of a layer of millions of photoreceptors that are specialized neurons transforming the light inputs into electrochemical signals, codified in the brain. Out of the two types of photoreceptors, the rods sense motion, especially in dim light or dark, predominantly in the peripheral vision, while the cones work under intense light and are responsible for sharp details. The cones are most densely packed in the centre of the retina known as the yellow spot, producing the sharpest images. (Zurawicki, 2009) The saccadic movements of the eye enables sensing parts of a scene with greater resolution, helping build up a mental map of the scene while another eye movement, the involuntary micro saccades refreshes this image. The visual attention is focused at the upcoming target locations, shifting the activations in saccade and attention areas of the brain, some hundredth milliseconds before an eye movement, (Rolfs, Jonikaitis, Deubel Cavanagh, 2011). The saccades and micro saccades are considered to be important indicators for studying the observers specific point of interest and attention focus (Zurawicki 2009, Laubrock et al.2007) recorded with the use of eye tracking camera like electronic devices. However there are also claims doubting the validity of the use of micro saccade movements in this field Horowitz et al, 2007) Each eye directs visual signals through a million of fibres in the optical nerve to the optic chiasm, where they are integrated. After passing from the optic chiasm, the optical tracts end in thalamus, which subsequently relays them to the upper layers of the cortex. The information from the two eyes are still separate in the thalamus and get integrated in the cortex where the binocular vision is created (Zurawicki 2009). The cortex sends the re-processed signals back to the thalamus. Zurawicki states that Visual cortex is divided into 6 different areas each performing a distinct function and specializing respectively in various sub modalities of visual perception, that is: exploratory and general pattern recognition, stereoscopic vision, depth and distance, colour, complex movement, and determination of the absolute position of the object as opposed to the relative one. (Zurawicki 2009) The frontal, parietal, temporal, occipital cortex, thalamic nuclei, the claustrum, the caudate, the lentiform nucleus and the culmen, declive and vernis in the cerebellum are activated during visual perception and visual mental imagery (Ganis et.al.2004) The brain uses previously stored data from the memory, to provide meaning to what is being transmitted. The brain also has the capacity to make up for missing images, referred to as blind vision (Zurawicki 2009). 2.5.2. Hearing The sounds funnel into the ear, reaching the eardrum, which is a membrane which vibrates at different speeds, that is, the more acute the sound, the faster it vibrates. Small bones of the middle ear (the hammer, the anvil, and the stirrup) amplify the signal from the membrane and transmit it to the inner ear. The coiled part of the inner ear the cochlea is equipped with approximately 16 000 hair cells, which detect each sound frequency separately and in response to it move at a certain rhythm. This activates up to 30 000 of neurons of the auditory nerve pathways which carry the sound information via the thalamus to the temporal gyrus: the part of the cerebral cortex involved in receiving and perceiving sound. Our audiary system processes all the perceived signals in the same manner until they arrive at the primary auditory cortex in the temporal lobe. Here when speech is differentiated from other sounds, neuronal signal is directed to the left hemisphere where the language is proce ssed. (Zurawicki 2009). Audiary neurons are specialized, some responding to high frequencies and others low. Furthermore there are some which marks the beginning and others the end of a sound. Although some process of sound focalisation take place in the ears, sound recognition through specific harmonics of the sound is performed in the primary auditory cortex in the temporal lobe. 2.5.3. Smelling AKÃ…Å ¾AMA YAZCEM Ä °NÃ…Å ¾ALLAH!!! 2.5.4. Tasting BUNU DA!!!! 2.5.5. Touching BUNU DA!!!! 2.6. The Brain The brain is the central processing centre for all the motor and sensory information coming from different parts of the body. The stimuli received that are processed and distributed from the brain leads to different thoughts, as well as muscular and behavioural patterns. The processing of incoming information is carried out in different parts of the brain, that is to say there is a distinct functional differentiation within the brain. However, in spite of this functional differentiation, it is important to keep in mind that the brain is an extremely complex structure with strong inter-linkages among its billions of nerve cells (neurons) that take place within the brain, and that the brain functions as a whole. In order to get a better insight into the functional neuroanatomy of the brain, it may be useful to analyse the parts of the brain the functions of which have been more or less identified. The brain is covered with an outer layer called Cerebral Cortex. Neocortex, often referred to as grey matter takes place on the outer part of the cerebral cortex, while amygdala, cingulated cortex, hippocampus, and basal ganglia takes place in the grey pockets located within the white matter underneath. The brain is subdivided into four lobes, and two hemispheres with the deep folds. These four lobes have different functions: The frontal lobe, located under the forehead is where organising/planning, short term memory, judgement and controlling behaviour take place. Temporal lobe, which is under the ears and temples are related to understanding what we hear, speaking and memory he. visual memory is processed. BUNUN DEVAMI GELCEK!!! 2.7. Neuroimaging 2.7.1. Psychophysiological Measurement Techniques Facial expression, heart rate and skin conductance are the most relevant methods of autonomic measurement used in advertisement research. Emotional reactions to advertisement are measured by facial electromyography, which registers facial muscle activity. In facial EMG, electrodes that register muscle contractions are placed on the corrugator and zygomatic muscles. The corrugator muscle is located above the nose close to the eyebrow and contractions in this muscle are involved while frowning. The zygomatic muscle is situated around the cheeks and controls smiling (Poels and Dewitte,2006). The research of Hazlett and Hazlett has shown that facial EMG is a more sensitive indicator of emotional reactions to TV commercials and that the facial EMG responses were closely related to emotion congruent events during the commercial( Hazlett and Hazlett,1999). However, facial EMG has the drawback of being conducted in unnatural lab settings and making the subject self conscious. Skin conductance (SC) or electrodermal activity gives an indication of the electrical conductance of the skin related to the level of sweat in the eccrine sweat glands, which are involved in emotion invoked sweating (Poels and Dewitte, 2006). Either very pleasurable or very repellent advertising stimuli evoke large SC responses. However there are considerable personal variations and factors such as fatigue, medication etc can influence SC responses (Hopkins and Fletcher, 1994). The beating speed of our heart can provide clues as to attention and arousal related to commercials as well as an indication of valance of emotional response (Poels and Dewitte, 2006). In general, positive stimuli lead to an increase in the heart rate, while the negative stimuli does the opposite. Poels and Dewitte advise not to use heart rate as the single measurement method of emotional response (Poels and Dewitte, 2006). As the heartbeat is measured from the finger, it is quite convenient for the subject and is generally considered to be an easy and cheap way to measure reactions evoked by advertising (Lang, 1994). 2.7.2. Brain imagery How brain reacts to different types of stimuli is recorded through brain imagery. The major advantage of brain imagery is its objectivity, leaving out the possible response biases. Motte defines Brain imaging as a term that encompasses a set of techniques that allows for visualization of the regions of the brain that are activated in response to a certain stimulus, and Brain imaging systems as a set of techniques that allow visualizing the regions of the brain that are activated when (emotional) stimuli are presented(Motte, 2009). There are different methods for measuring and mapping brain activities related to neuromarketing. Lewis in his 2005 article refers to three brain-imaging techniques being used in Neuromarketing as fMRI (Functional magnetic resonance imaging), QEEG (Quantitative electroencephalography) and MEG (magnetoencephalography) and considers fMRI as the one which has captured the greatest interest of the market researchers among these and has enjoyed the widest publicity (Lewis, D.2005). Morin in his recent article cites electroencephalography (EEG), magnetoencephalography (MEG) and functional magnetic resonance imaging (fMRI) as the only three well established non-invasive methods for measuring and mapping brain activity (Morin, 2011) EEG, in spite of its being a rather old technology in neurology, is still considered to be a good way to measure brain activity, as it is significantly less costly. Motte points out that although the price of high quality, research-purposed EEG systems can range from $10,000 to $100,000, cheaper EEG systems exist that can cost from a few hundred to a few thousand dollars (Motte,2009) To see how EEG works, it should be kept in mind that our neural circuitry consists of over 100 billion neurons and trillions of synaptic connections. When faced with a particular stimulus, these neurons fire, producing tiny electrical currents. The brainwaves, which are the differing patterns of frequencies of these electrical currents that correspond to different states of arousal, are recorded at very short time intervals, reaching up to 10,000 times per second in some of the new EEG bands, an important characteristic when attempting to evaluate the incoming high speed information coming through our senses. However, EEG, which has become very popular among neuromarketing agencies in the last 5 years as it is considered to be helpful in assessing the value of a piece of advertising at a relatively low cost is considered by some cognitive scientists as being weak, if not dubious for the purpose of understanding and predicting the effects of advertising. (Morin, 2011) QEEG, is another brain imaging technology, which is used for neuromarketing purposes. David Lewis and Darren Bridger from Neuroco, a Neuromarketing research consultancy, have used QEEG analysing the responses of viewers to television commercials and other forms of advertising, exploring the effects of looking at happy or sad facial expressions (Lewis, D.2005) They claim that although the spatial resolution of QEEG is poor, it is capable of producing a continuous recording of the ongoing neuronal activity. The benefits of QEEG, is backed by more than 2,500 research papers published in peer reviewed journals (Rothschild M et al.,1986, Rothschild M and Hyun YJ. 1990, Smith ME and Gevins A,2004) MEG is yet another non-invasive neuro-physiological technique that measures the magnetic fields generated by neuronal activity of the brain. It measures the integrated magnetic signals emitted by activated neurons (Motte, 2011). The spatial resolution of MEG is usually superior to EEG as the magnetic signals it operates on are not as easily disturbed by the skull or brain tissues, as the electrical signals processed by EEG. MEG has been used for neuromarketing purposes, although to a far lesser extent. (Lewis, D.2005) A MEG system was used in the study of Braeutigam et al., where the team investigated real-life product choice in a retail store. (Braeutigam et al., 2001) In one study MEG was used to measure decision making among consumers in a virtual supermarket. The authors reported that the right parietal cortex became active only when faced with a preferred brand and concluded that this region was involved in making conscious decisions about shopping choices, and, perhaps, for more important life choices too. (Brautigam S et al.,2001) Magnetic resonance imaging (MRI) machines are powerful magnets that can provide an accurate internal image of the human body. The MRIs are used primarily in the functional imaging mode (fMRI), in order to monitor the miniscule blood flow changes that correspond to increased activity levels within the human brain. Visualization of the brains activity and structure is enabled by the iron content of the haemoglobin molecules within the red blood cells that carry oxygen to the brain. The increased use of oxygen of the nerve cells during excessive activity of these nerve cells, and the change in the magnetic properties of haemoglobin after it delivers oxygen to the nerve cells in the brain makes it possible to follow the signals that point out to activations in the brain. The major benefit of fMRI is that it can pinpoint these activations with millimetric precision. Many consider fMRI the best technological innovation ever developed to conduct clinical and experimental research on the brain (Morin, 2011)   The first use of fMRI as a marketing tool was reported by Gerry Zaltman of Harvard towards the end of the 1990s (Addison T.,2005). fMRI permits matching a specific product experience to the regions involved in pleasure and emotions in the brain. (Motte,2009) The studies using fMRI can be very costly as the price of these machines ranges between 1 and 3 million dollars. While a moving-image fMRI machine (acquisition cost: $2.5 million) is rented for $1,000 an hour at Emory University in Atlanta; A single experiment, which includes at least 12 participants, can cost $50,000 (Wells, 2003). When these three technologies are compared as to their applicability in neuromarketing, QEEG is mostly preferred as technology of choice in due to its being less expensive, simpler to use, and enables the recordings to be made in a wide range of natural environments. NERDEN BULDUM BUNU BEN:))BULAMAZSAM GÄ °DER!!! 2.8. Memory and Learning 2.8.1. Memory Magnetic resonance imaging 2.8.2. Learning 3. CRITIQUE AND MORAL IMPLICATIONS Martin Lindstrom, one of the most prominent supporters of neuromarketing, makes a convincing argument against neuromarketings potential to endow powerful corporations with something like a buy button to control our consumer behaviour. After all, it is nothing but a scientific tool that has to be put to right use, and it is the responsibility of whoever launches a neuroscientific study to take into account the appropriate neuroethical ground rules, , which have been discussed in the previous chapter. Ä °YÄ ° DURUYO DA NERDE DEMÄ °Ãƒâ€¦Ã… ¾Ãƒâ€žÃ‚ °Z TAM OLARAK -NEUROETHICS 3.1. Academic vs. Non-Academic Research Neuroscientific research is a cost-intensive undertaking: a functional Magnetic Resonance Imaging (fMRI) scanner alone is worth $4 million (Lindstrom, 2008, p. 8). This is where the controversy starts whose interest is behind a given multi-million neuromarketing study? The answer is simple, and it divides the field into two basic categories: academic and non-academic neuromarketing. In case of the latter, it is safe to assume that whether we are talking about a large-scale corporation or a political party, a powerful interest is behind the funding of a project, looking for a concrete result that justifies the large sum of investment. Academic studies, on the other hand, can probably be trusted to be more neutral in this respect. 3.2. The Buy Button-Myth Neuromarketing is by default a hybrid of corporate and academic culture and as such is doomed to experience much more intercultural turmoil than other sciences. Indeed it seems that in its young history, there has already been a vibrant exchange of critique among the fractions involved. The common media image of neuromarketing as the science in search of the buy button in our brain does not find much support on either side. German psychologist Frank Szymkowiak points out that neuromarketing, like other cognitive sciences, simply analyses the reactions of the human brain to cognitive stimuli. This, in his view, may lead to a more diversified and consumer-targeted use of marketing rather than it constitutes a threat to becoming to tool of omnipotence on behalf of the advertising agent (Szymkowiak, 2010, Journal of Consumer Protection and Food Safety, p. 83). 3.3. A Shallow Science? Szymkowiaks, however, does have a critical view on neuromarketing, and it is far more detrimental than the buy button-allegation. For him, neuromarketing is shallow by nature and inaccurate in its analysis of scientific testing. When confronted with subconscious phenomena, neuromarketing indulges in some kind of catalogisation, counting bits of neurotransmission rather than looking for a qualified causal context. It recognises subconscious brain activity lacks the capacity to account for it. In this respect it is inferior to more substantial sciences such as depth psychology which, building upon the foundations laid by its founding father Sigmund Freud, is able to generate an explanation for subconscious behaviour by accounting for underlying motives of the human psyche (Szymkowiak, 2010, Journal of Consumer Protection and Food Safety, p. 84). This lack of depth is due to a simplistic definition of the subconscious that neuro-marketeers. Here, the totality of the human brain activity is, just like computers, is captures in bits, and only 40 out of 11mio bits are actually processed by the rational part of the brain. The rest falls under the category of subconscious without any further explanation. Depth psychology, on the other hand, is said to delve deeply into the spheres of the subconsci

Indigenous Health Care Essay -- Sociology, Australian Ancient Aborigin

Introduction In this essay the writer will discuss the colonisation of Australia, and the effects that dispossession had on indigenous communities. It will define health, comparing the difference between indigenous and non- indigenous health. It will point out the benefits and criticism of the Biomedical and sociological models of health, and state why it is important in healthcare to be culturally competent with Transcultural theory. The case study of Rodney will be analyzed to distinguish which models of health were applied to Rodney’s care, and if transcultural theory was present when health care workers were dealing with Rodney’s treatment plan. Discussion Ancient Aboriginals were the first people to set foot on the Australian continent, over 40,000 years or more before Colonization (Eckermann, 2010). They survived by hunting and gathering their food, worshipping the land to protect its resources, and ensuring their survival. The aboriginal community had adapted to the environment, building a strong framework of social, cultural, and spiritual beliefs (Eckermann, 2010). Colonisation of Australia began in 1788, when Englishman Captain Cook claimed the land as an empty, uninhabited, continent giving it the classification Terra Nullius and leaving it open to colonization. Eckermann (2010), stated that the English failed to recognise the aboriginal tribes as civilized, co-inhibiters of the land, feeling they had no right to a claim. Major settlements occurred after the nineteenth century. The British had quickly out-numbered the Aboriginal community, leaving them powerless to the changes or the invasion. The belief systems of the Europeans overpowered the aboriginal’s way of life, pressuring them to conform to the... ...ans, is especially crucial in the health care setting in order to build a relationship between Indigenous and non-Indigenous Australians and to break down communication barrier’s. To provide Indigenous people with adequate health care emphasis needs to be placed on understanding indigenous beliefs and the social detriments Indigenous communities are faced with. Applying a suitable model of health to each individual situation will provide the best outcome. This was evident in the case study discussed in the essay. Rodney’s experiences within the medical world ended with a positive and desirable result, but if the appropriate transcultural care was not given, that positive result would have created a negative outcome, which could have been detrimental to Rodney’s future health. This shows the significance that health care workers can have on patient care.

Delia Gives Into Evils Temptation Essay -- Sweat, Zora Neale Hurston

In the short story â€Å"Sweat,† Zora Neale Hurston describes the final months of marriage between Delia Jones and her husband Sykes. Delia’s hard work supports both her husband and their small home, but Sykes takes Delia’s earnings and spends as he pleases. He is also known within their Florida town for his extramarital affairs. Delia’s life is one of managed goodness, and Sykes is Delia’s opposite in all ways. In an attempt to drive Delia from their marriage, Sykes brings a large rattlesnake into their home. Although the snake ultimately ends the pair’s marriage, it is not in the manner Sykes had envisioned. Zora Neale Hurston’s tale depicts the classic struggle of good versus evil, but she also illustrates that evil is pervasive and tempting, leading good people to succumb to evil. Delia Jones is a churchgoing, hardworking woman who spends her entire week, beginning Sunday nights, washing the townspeople’s clothing. For fifteen years, Delia’s hard work has provided for her home, which she plans to have â€Å"for her old days† (Hurston 293). She and her husband Sykes are locked in a struggle over the home, which is Delia’s prized possession. Her â€Å"sweat†¦paid for this home,† and she has created life here by planting trees around the home (293). However, Delia’s plan to keep her home is compromised by her husband. Sykes promises his current lover, Bertha, that she â€Å" ‘kin have dat li’l ole house soon’s [he] git dat ‘oman outadere’ † (296). Hurston creates sympathy for Delia through this struggle. Sykes is the evil within the marriage, and Delia is the good counterpart. Although Delia is marked by â€Å"habitual meekness† (293), she stands up to Sykes one evening. After he tramples her sorted laundry and â€Å"step[s] roughly upon the whitest pile of ... ...sgressions against his wife, Delia must also face the consequences of her decision. It is here that the reader must decide Delia’s fate. Hurston illustrates Delia’s struggle throughout the story, and the reader’s sympathy for Delia increases. Both the mood and the tone of the story are very dark, and Hurston uses this to bear down on the reader, pushing the reader to ‘root’ for Delia. When the snake attacks Sykes, the reader feels triumphant for Delia and may believe that good has prevailed over evil. One must question if relishing in Delia’s victory implies that one would also give in to temptation as Delia did. Hurston poses the question to the reader to consider if he or she is strong enough to resist the temptation of evil. Works Cited Hurston, Zora Neale. â€Å"Sweat.† Backpack Literature. Eds. X.J. Kennedy and Dana Gioia. Boston: Longman, 2010. 291-301. Print.

A Phytochemical and Pharmacological Review Essay

Sambong (Blumea balsamifera) is a native flowering or weed that is endemic in the Philippines and other tropical countries. It is a popular herb especially for its healing properties including antidiarrhetic, antigastralgic, expectorant, stomachic, and antispasmodic, among others. Aside from these, sambong is also popular for being emmenagogues, or for stimulating menstruation or the blood flow in the pelvic area and uterus. As cure for menstrual cramps, the sambong leaves are boiled to create a sambong tea, which is then consumed by the patient. Aside from easing the painful cramps by facilitating menstruation, sambong also helps in cleaning the kidneys. The plant is actually especially known as a natural cleansing herb. Since the plant is emmenagogues, drinking the sambong tea is not advisable to pregnant women as well as women who wanted to be pregnant. Moreover, drinking sambong should also be regulated because it also has hallucinogenic effects when excessively consumed Blumea b alsamifera (L.) DC. (Asteraceae), also known as sambong, has been used as medicine for thousands of years in Southeast Asia countries, such as China, Malaysia, Thailand, Vietnam, and Philippines. Sambong is the most important member of the genus Blumea and is an indigenous herb oftropical and subtropical Asia, especially in China. This plant grows on forest edges, under forests, riverbeds, valleys and grasses [4,5]. In China, it is generally a common used herb in the areas south of theYangtze River, such as Hainan, Guizhou, Yunnan, and Guangdong provinces and Taiwan [6–8].B. balsamifera is commonly called â€Å"Ainaxiang† and â€Å"Dafeng’ai† in Chinese and used as incensebecause it has a high level of essential oils [9]. It was originally recorded in â€Å"Bei Ji Qian Jin YaoFang† in 652 by Sun Simiao. The whole plant or its leaves were used as a crude Chinese traditional medicinal material to treat eczema, dermatitis, beriberi, lumbago, menorrhagia, rheumatism, skininjury, and as an insecticide [10]. Bing Pian and Aipian are two important traditional Chinese medicines (TCMs) extracted from plants and have been used as one in prescriptions for centuries in China. Both of them mainly contain borneol and are similar in efficacy [11]. They are synonymous in the Chinese  pharm aceutical industry nowadays. Before 2010, sambong was one of the most important plant sources for Bing Pian, but since 2010, the Pharmacopoeia of the People’s Republic of China records B. balsamifera as the only plant source for Aipian [11], with a consistent efficacy with B.  balsamifera medicinal materials, which could induce resuscitation, clear heat, and relieve pain. Recently, extracts of its leaves have been verified do display various new physiological activities, such as antitumor , antifungal [13,15], radical-scavenging [16], and anti-obesity properties . The main active compound is L-borneol, which was characterized by a high volatility. Besides, essential oils, flavonoids, and terpenoids with several different biological activities were also reported . These studies could explain why this plant has multiple pharmacological effects. In this review, botanical descriptions, herbal authentications, and phytochemical constituents of B. balsamifera are covered. In addition, the previous in vitro and in vivo studies conducted on its biological activities are reviewed, concentrating on antitumor, hepatoprotective, superoxide radical scavenging, antioxidant, antimicrobial, anti-inflammation, antiplasmodial, antityrosinase, platelet aggregation, wound healing, anti-obesity, disease and insect resistant activities as well as enhancing percutaneous pen etration. Sambong is a half woody, strongly aromatic shrub, densely and softly hairy, 1 to 4 meters high. Stems grow up to 2.5 centimeters in diameter. Leaves are simple, alternate, elliptic- to oblong-lanceolate, 7 to 20 centimeters long, toothed at the margins, pointed or blunt at the tip, narrowing to a short petiole which are often auricled or appendaged. Flowering heads are stalked, yellow and numerous, 6 to 7 millimeters long, and borne on branches of a terminal, spreading or pyramidal leafy panicle. Discoid flowers are of two types: peripheral ones tiny, more numerous, with tubular corolla; central flowers few, large with campanulate corolla. Involucral bracts are green, narrow and hairy. Anther cells tailed at base. Fruits are achenes, dry, 1-seeded, 10-ribbed, hairy at top. – Considered anthelmintic, antidiarrheal, antigastralgic, antispasmodic, astringent, carminative, emmenagogue, expectorant, stomachic, and vulnerary.Leaves used a flavoring ingredient. Folkloric – Leaves as poultice for abscesses. – Decoction of roots and leaves for fevers, kidney stones, and cystitis. – Decoction of leaves used to induced diuresis for purpose of treating kidney stones. – Sitz-bath of boiled leaves, 500 gms to a gallon of water, for rheumatic pains of waist and back. – Used in upper and lower respiratory tract affections like sinusitis, asthmatic bronchitis, influenza. – Applied while hot over the sinuses. Used for wounds and cuts. Fresh juice of leaves to wounds and cuts. – Poultice of leaves applied to the forehead for relief of headaches. – Tea is used for colds and as an expectorant; likewise, has antispasmodic and antidiarrheal benefits. Postpartum baths. – In Vietnam, decoction of fresh leaves used for cough and influenza or as inhalation of vapour from boiling of leaves. Poultices of pounded leaves applied to hemorrhoids; an alcoholic maceration used as liniment for rheumatism. – 3% ethanol solution used to soothe itching. – In Thailand, dried leaves are chopped, made into cigarettes and smoked for treating sinusitis. – For fever, leaves boiled and when lukewarm used as sponge bath. – Decoction of roots used for fever. – Decoction of leaves, 50 gms to a pint of boiling water, 4 glasses daily, for stomach pains. – In SE Asia widely used for various women problems. Postpartum, leaves are used in hot fomentation over the uterus to induce rapid involution. Also used for menorrhagia, dysmenorrhea, functional uterine bleeding and leucorrhea. – Roots used for menorrhagia. – Decoction of roots and leaves used for rheumatism and arthritis; also used for treatment of post-partum joint pains. – Poultice of fresh leaves applied to affected joint. – In Chinese and Thai medicine, leaves used for treatment of septic wounds and other infections. – A sitz-bath of boiled leaves used in the treatment of lumbago and sciatica. – In Chinese medicine, used as carminative, stimulant, vermifuge, expectorant, and sudorific. Preparations †¢ Fever: decoction of roots; boil 2 – 4 handfuls of the leaves. Use the lukewarm decoction as a sponge bath. †¢ Headaches: apply pounded leaves on the forehead and temples. Hold in place with a clean piece of cloth. †¢ Gas distention: boil 2 tsp of the chopped leaves in 1 cup of water for 5 minutes. Drink the decoction while warm. Also used for upset stomach. †¢ Postpartum, for mothers’ bath after childbirth. †¢ Boils: Apply pounded leaves as poultice daily. †¢ Diuretic: Boil 2 tbsp chopped leaves in 2 glasses of water for 15 minutes. Take 1/2 of the decoction after every meal, 3 times a day. Reference: Am J Chin Med. 2008;36(2):411-24. International Journal of Applied Science and Engineering . 2005. 3, 3: 195-202 3. Biological Activities 3.1. Antitumor Activity Hasegawa et al. extracted a dihydroflavonol from B. balsamifera as a result of screening among more than 150 plant materials [12]. The dihydroflavonol components showed the most significant synergism with tumor related apoptosis inducing ligand (TRAIL). It enhanced the level of TRAIL-R2 promoter activity and promoted the expression of surface protein in a p53-independent manner. The ethanol extract of B. balsamifera leaves was tested on male mice to investigate its hepatoxicity. The results exhibited that the hepatic cells, sitplasm, nucleus, and sinusoid of the mice liver were damaged through some changes in the liver color and texture . The methanol extract of B. balsamifera inhibited the growth in rat and showed no cytotoxicity on human hepatocellular carcinoma cells. The methanol extract decreased the expression of cyclin-E and phosphorylation of retinoblastoma (Rb) protein resulting in cell cycle arrest. Likewise, it decreased the level of the proliferation related ligand (APRIL) [60,61]. Moreover, the methanol extract of B. balsamifera was used to determine its cytotoxicity on a panel of human cancer cell lines by MTT assay. There was no regular or acute cytotoxicity on the cells of HepG2, HCT-116, T-47D, NCl-H23 and CCD-18Co [62]. Saewan et al. found six compounds out of nine isolated flavonoids to have cytotoxicity against KB, MCF-7, and NCI-H187 cancer cell lines [14]. These six compounds were evaluated for cytotoxicity against KB,  MCF-7, and NCI-H187 cancer cell lines. Three compounds were active against the KB cells with the IC50 values of 17.09, 47.72, and 17.83 ÃŽ ¼g/mL, respectively. Another three compounds exhibited a moderate activity against the NCI-H187 cells with the IC50 values of 16.29, 29.97, and 20.59 ÃŽ ¼g/mL. Luteolin-7-methyl ether showed a strong cytotoxicity against human lung cancer (NCI-H187) cell lines with an IC50 of 1.29 ÃŽ ¼g/mL and a moderate toxicity against oral cavity cancer (KB) cell lines with an IC50 of 17.83 ÃŽ ¼g/mL. Li et al. studied the antitumor activity determined by means of 3-(4,5 dimethylthiazol-2-yl)-2,5-diphenyltetrazolium bromide assay [13]. The three endophytic streptomycetes strains of B. balsamifera, including: YIM 56092, YIM 56093, and YIM 56099 exhibited anticancer activity. Yet, different strains displayed different antitumor activities. The YIM 56092 strain displayed a cytotoxic activity on polyketide synthases I (PKS-I) nonribosomal peptide synthetases (NRPS) and P388D1. The YIM 56093 strain displayed a cytotoxic activity on PKS-â… ¡, NRPS, and P388D1. The YIM 56099 was on the PKS-I, PKS-II, and NRPS. Fuijimoto et al., extracted blumealactone A, B, and C from sambong’s dried leaves and found them could inhibit the growth of Yoshida sarcoma at the concentration of 5–10 ÃŽ ¼g/ml [54]. Lee disclosed a medication combination including sambong (Ainaxiang) and found it could enhance the efficiency of curing hepatoma and pancreatic cancer treatments [63]. Molecules 201 4, 19 9462 3.5. Anti-Microbial and Anti-Inflammation Activity Ongsakul et al. claimed that the crude aqueous and ethanolic extracts of B. balsamifera displayed no significant antibacterial activity against the strains of Staphylococcus aureus and Escherichia coli [73]. However, the stain of B. balsamifera, including YIM 56092 and YIM 56093, displayed a significant activity against S. epidermidis, such that YIM 56099 was active against E. coli. There seems to be no antimicrobial activity against S. aureus, Klebsiella pneumonia, and Candida albicans [13]. Chenisolated twelve new compounds [9], four of which displayed inhibitory activities against LPS-induced NO production in RAW 264.7 with the IC50 values of 40.06, 46.35, 57.80, and 59.44 ÃŽ ¼g/mL, respectively. Sakee et al. reported the essential oil of B. balsamifera to have a minimum inhibitory concentration (MIC) of 150 ÃŽ ¼g/mL and 1.2 mg/mL against Bacillus cereus, S. aureus and Candida  albicans, respectively [74]. Furthermore, the hexane extract inhibited Enterobacter cloacae and S. aureus. These results suggested that the extracts of B. balsamifera possessed an activity against certain kinds of infectious and toxin-producing microorganisms. It could potentially be utilized to prevent and treat microbial diseases. 3.6. Antiplasmodial Activities According to the traditional efficacy of relieving fever, the methanol extract of B. balsamifera from Forest Research Institute Malaysia was investigated for any potential antiplasmodial activity. The extracts of roots and stems exhibited some activity against Plasmodium falciparum D10 strain (sensitive strain) with an IC50 value of (26.25  ± 2.47) ÃŽ ¼g/mL and (7.75  ± 0.35) ÃŽ ¼g/mL, respectively [75]. 3.8. Platelet Aggregation Activities The concentration of 1.26 ÃŽ ¼mol/L blumeatin displayed a significant promoting activity on the rat and human platelet aggregation caused by arachidonic acid, 5-hydotypamice, and epinephrine. However, concentrations of 0.315 and 2.52 ÃŽ ¼mol/L inhibited platelet aggregation. It suggested that the effects of blumeatin on the platelet aggregation were dependent upon the concentration used. The injection of B. balsamifera extracts decreased the blood pressure, expanded the blood vessels, and inhibited the sympathetic nervous system in order to address the high pressure and insomnia. The infusion of the plant also had the function of diuresis [67] Mayana (Coeus blumei Benth.) Coleus leaves are commonly known as ati-ati leaves in Malaysia. Previous study has shown that the Coleus leaves have high antioxidant activity and nutritional value. The present work is to investigate whether antioxidant, minerals and phenolic content can be extracted by boiling the leaves in water. The antioxidant was determined by mixing the extract solution with DPPH (2, 2-Diphenyl-1-Picrylhydrazyl) solution using different ratios. Acid ascorbic acid was used as standard in measurement by Uv-Vis Spectrophotometer. Phenolic content was measured by Uv-Vis Spectrophotometer using Gallic acid as standard. There is about 40.77 wt % of antioxidant  activity, 6.256998 wt% of total phenolic content, and some minerals (magnesium, calcium, iron and zinc) existing in solution after the Coleus blumei leaves were removed. The wt% of the phenolic content is directly proportional to the wt% of antioxidant activity. The mineral concentration, antioxidant activity and phenolic content seemed to be highly correlated. As a conclusion, it is proven that the Coleus blumei leaves have high potential value for the nutritional purpose. 2.1 Definition of Coleus Coleus is a name which derives from an earlier classification under the genus name Coleus, species of which are currently included in either Solenostemon or another genus, Plectranthus. The word Coleus come from the Greek â€Å"koleus’, meaning sheath. It is believed that there are 150 species of Coleus .It is a genus of perennial plants, native to tropical Africa, Asia, Australia, the East Indies, the Malay Archipelago, and the Philippines. Many cultivars of the Southeast Asian species Coleus have been selected for their colorful variegated leaves, usually with sharp contrast between the colors where the leaves are green, pink, yellow, maroon, and red. Typically, in Malaysia this plant known as ati-ati. The plants need a well condition of in moist-drained soil to grow, and typically grow 0.5-1 m tall, though some may grow as tall as 2 meters. They are heat-tolerant, though they do less well in full sun in subtropical areas than in the shade. The leaves of the green type are often eaten raw with bread and butter. The chopped leaves are also used as a substitute for sage (Salvia officinalis Linn.) in stuffing. C. aromaticus is used for seasoning meat dishes and in food products (Uphof, 1959) while a decoction of its leaves is administered in cases of chronic cough and asthma (CSIR, 1992). It is considered to be an antispasmodic, stimulant and stomachic and is used for the treatment of headache, fever, epilepsy and dyspepsia (Khory &Katrak, 1999; Morton, 1992) . 2.2 Antioxidant An antioxidant in food is really important as it can protect human body from free radicals activity. It is also has capable of slowing or preventing the oxidation of other molecules. When electrons are transferred form a substance to an oxidizing agent, it called as oxidation reaction. Free radicals can be produced during the Oxidation reactions, where the start  chain reactions that damage cells. Antioxidants terminate these chain reactions by removing free radical intermediates, and inhibit other oxidation reactions by being oxidized themselves. As a result, antioxidants are often reducing agents such as thiols or polyphenols. Although oxidation reactions are crucial for life, they can also be damaging; hence, plants and animals maintain complex systems of multiple types of antioxidants, such as glutathione, vitamin C, and vitamin E as well as enzymes such as catalase, superoxide dismutase and various peroxidases. Low levels of antioxidants, or inhibition of the antioxidant enzym es, causes oxidative stress and may damage or kill cells. As oxidative stress might be an important part of many human diseases, the use of antioxidants in pharmacology is intensively studied, particularly as treatments for stroke and neurodegenerative diseases. However, it is unknown whether oxidative stress is the cause or the consequence of disease. Antioxidants are also widely used as ingredients in dietary supplements in the hope of maintaining health and preventing diseases such as cancer and coronary heart disease. Although some studies have suggested antioxidant supplements have health benefits, other large clinical trials did not detect any benefit for the formulations tested, and excess supplementation may be harmful In addition to these uses in medicine, antioxidants have many industrial uses, such as preservatives in food and cosmetics and preventing the degradation of rubber and gasoline. Current research into free radicals has confirmed that foods rich in antioxidants play an essential role in the prevention of cardiovascular diseases and cancers. As far as our literature survey could ascertain, antioxidant activities of this plant have not previously been published. Hence, the previous work investigated the possible antioxidat ive effects of freeze-dried powder obtained from aqueous extract of fresh leaves of C. aromaticus. In this study, they had examined the antioxidant activity of CAE (C.aromaticus hydroalcoholic extract) employing various in vitro assay systems, such as the ÃŽ ²- carotene-linoleate model system, DPPH (2,2-Diphenyl-1-Picrylhydrazyl)/superoxide/ nitric oxide radical scavenging, reducing power and iron ion chelation, in order to understand the usefulness of this plant as a foodstuff as well as in medicine. 2.2.1 Antioxidant Assay using a ÃŽ ²-carotene-linoleate Model System On the previous experiment, the antioxidant activity of the extract was measured by the bleaching of  ÃŽ ²-carotene. By adding CAE and BHT (Butylated Hydroxytoluene) at various concentrations, it can prevent the bleaching of ÃŽ ²-carotene to different degrees. ÃŽ ²-Carotene in this model system undergoes rapid discoloration in the absence of an antioxidant. This is because of the coupled oxidation of ÃŽ ²-carotene and linoleic acid, which generates free radicals. The linoleic acid free radical, formed upon the abstraction of a hydrogen atom from one of its diallylic methylene groups, which attacks the highly unsaturated ÃŽ ²-carotene molecules. As a result, ÃŽ ²-carotene will be oxidized and broken down in part; subsequently, the system looses its chromophore and characteristic orange colour, which can be monitored spectrophotometrically. The presence of different antioxidants can hinder the extent of ÃŽ ²-carotene bleaching by neutralizing the linoleate free radical and other free radicals formed in the system (Jayaprakasha, Singh, & Sakariah, 2001). It also showed that the CAE was found to hinder the extent of ÃŽ ²-carotene bleaching by neutralizing the linoleate-free radical and other free radicals formed in the system. In comparison, the CAE showed an appreciable antioxidant activity of 83.0% at 250 ÃŽ ¼g/ml, while BHT, a synthetic antioxidant had 89.6% antioxidant activity at 100 ÃŽ ¼g/ml. Table 2.1: Antioxidant activity of aqueous extract of C. aromaticus in ÃŽ ²-carotenelinoleate System Sample Concentration (ÃŽ ¼g/ml) Antioxidant activity (%) Aqueous extract 125 53.2  ± 1.04 250 83.0  ± 1.33 500 91.3  ± 1.41 BHT 50 64.2  ± 1.81 100 89.6  ± 1.52 200 95.3  ± 1.33 2.2.2 DPPH Radical-scavenging Activity The CAE showed a concentration-dependent antiradical activity by inhibiting DPPH radical with an EC50 value of 210 ÃŽ ¼g/ml (Table 2). DPPH is usually used as a substrate to evaluate antioxidative activity of antioxidants (Oyaizu, 1986). The method is based on the reduction of methanolic DPPH solution in the presence of a hydrogen donating antioxidant, due to the formation of the non-radical form DPPH-H by the reaction. The extract was able to reduce the stable radical DPPH to the yellow-coloured diphenylpicrylhydrazine. It has  been found that cysteine, glutathione, ascorbic acid, tocopherol, polyhydroxy aromatic compounds (e.g., hydroquinone, pyrogallol, gallic acid), and aromatic amines (e.g., p-phenylene diamine, p aminophenol), reduce and decolorise 1,1-diphenyl-2-picrylhydrazyl by their hydrogen donating ability (Blois,  Oregano (Origanum vulgare L.)  oregano (É™rÄ•gˈənÃ… ) [key], name for several herbs used for flavoring food. A plant of the family Labiatae (mint family),Origanum vulgare, also called Spanish thyme and wild marjoram, is the usual source for the spice sold as oregano in the Mediterranean countries and in the United States. Its flavor is similar to that of marjoram but slightly less sweet. In Spain and Italy many other Origanum species are also grown as oregano. A related herb ( Coleus amboinicius ) of the same family, called suganda in its native Indomalaysia, is known as oregano in the Philippines and Mexico, where it is a popular flavoring. Several other herbs also provide spices called oregano, e.g., species ofLippia and Lantana of the verbena family. In all cases the flavoring is made from the dried herbage. Oregano is classified in the division Magnoliophyta, class Magnoliopsida, order Lamiales, family Labiatae . All rights reserved. genus Origanum is a member of the Lamiaceae family and has a complex taxonomy [1]. O. vulgare plays a primary role among culinary herbs in world trade [2]. It is distributed all over Europe, West and Central Asia up to Taiwan [3]. The use of O. vulgare as medicinal plant is believed to be due to biological properties of p-cymene and carvacrol. Bernà ¡th [4] has noted that there are intras- pecific taxa of oregano having no â€Å"oregano† character that is based on the presence of carvacrol. Oregano is the common name for a general aroma and flavour primarily derived from more than 60 plant species used all over the world as a spice [5]. Four main groups of plants com- monly used for culinary purposes can be distinguished, i.e., Greek oregano (Origanum vulgare ssp. hirtum (Link) Ietswaart); Spanish origano (Coridohymus capitatus (L.) [2]; Turkish oregano (Origanum onites L.); and Mexican oregano (Lippia graveolens HBK [6]. Origano is the commercial name of those Origanum species that are rich in the phenolic  monoterpenoids, mainly carvacrol and occasionally thymol [7]. A number of chemically related compounds i.e. p-cymene; ÃŽ ³-terpinene, carvacrol methyl ethers, thymol methyl ethers, carvacrol acetates and thymol acetates; as well as p-cymenene, p-cy- men-8-ol, p-cymen-7-ol, thymoquinone, and thymohy- droquinone are present in the oil of Origanum vulgare which is extremely rich in essential oils (up to 7%) with carvacrol as a major constituent present in very high quantity (75% – 95%), followed by p-cymene (4% – 14%) and ÃŽ ³-terpinene (1% – 10%). It seems possible that the uses of the plant in traditional medicine can be attributed to the known biological properties of p-cymene and car- vacrol [8]. Many of the studies confirmed the medicinal effects of oregano for human health. The Origanum spe- cies, which are rich in essential oils, have been used for thousands of years as spices and as local medicines in traditional medicine [9]. About 20 European public in- stitutions hold genetic resources of different species of oregano [10]. Marjoram (Origanum vulgare L.) is one of medicinal aromatic plants found wholesale almost in all areas of Albania, which is a perennial plant usually grows in dry area in smaller groups. Oregano plants are collect- ed from natural habitats and used as raw materials in the pharmaceutical, cosmetic and food industry [11]. But many countries start to cultivate it in different areas. In botanical aspects, the oregano populations differ from one to another, that is they vary depending on the content and composition of essential oils [12]. From the quantity and quality of essential oils the values of this plant were determined [11,12]. The different results showed that the effects of oregano antioxidante are associated with high content of essential oils, thymol and carvacrols, and these are the main ingredients in oregano oil. The con- tents of Thymol and Carvacrol in oregano give it differ- ent properties [13]. According to the studies, carvacrol is a powerful bactericidal agent, and provides protection against mold and other common bacteria. The main ob- jective in our study was to investigate the different re- gions and to find the variation for oil content in oregano plant populations. The research expedition was organized in 2012 in the whole territory of Albania. During this expedition are identified and collected 62 accessions. At each location were taken of the 50 samples which derived a main rep- resentativ sample. From the total samples collected, were selected 16 samples mostly widespread of natural popu- lations of  origano (Origanum vulgare L. sp. vulgare and sp. hirtum). Those samples you perform analyzes for content of oils and their components. The confirmation of 53 essential oil was made to analyses: ÃŽ ²-Pinene, p- Cymene, ÃŽ ³-Terpinene, Linalool, Terpinene-4-ol, Thymol, Carvacrol dhe Caryophyllene oxide. The overground parts of the flowering plants (20 – 25 cm from the top) were collected during the summer of 2012. The plant material was air dried, packed in paper bags and kept in a dark and cool place until analysis. Plant identity was verified and voucher specimens were deposited at the Institute of Pharmacognosy, Faculty of Pharmacy, Skopje. 2.2. Essential Oil Isolation Essential oil isolation from oregano was performed by hydro distillation in all-glass Clevenger apparatus fol- lowing this procedure: 20 g of the plant material was stored in 500 mL flask where 250 mL of water R was used as distillation liquid and 0.5 mL of xylene R was added in the graduate tube. The Distillation was per- formed for 2.5 h with a rate of 2 – 3 mL/min. GC and GC-MS analyses: Agilent 7890Ð  Gas Chro- matography system equipped with flame ionization de- tector (FID) and Agilent 5975C Mass Quadrupole detec- tor as well as capillary flow technology which enable simultaneous analysis of the sample on both detectors. HP-5 ms (30 m Ãâ€" 0.25 mm, film thickness 0.25 ï  ­m) cap- illary column was used. Operating conditions were as follows: GC Method for essential oils: oven temperature 60 °C (0 min), 3 °C/min to 240 °C (held for 1 min) and 10 °C/min to 280 °C (held for 1 min); helium as carrier gas at a flow rate of 1 mL/min; injector T = 220 °C and FID T = 270 °C. 1 ï  ­L of injection volume was injected at split ratio 1:1. The mass spectrometry conditions were: ionization voltage 70 eV, ion source temperature 230 °C, transfer line temperature 280 °C and mass range from 50 – 500 Da. The MS was operated in scan mode. GC Method for Head Space: oven temperature 60 °C, 20 °C/min to 280 °C; helium as carrier gas at a flow rate of 1 mL/min; injector T = 260 °C and FID T = 270 °C. 1000 ï  ­L of injec- tion volume was injected at split ratio 1:1. The mass spectrometry conditions were: ionization voltage 70 eV, ion source temperature 230 °C, transfer line temperature 280 °C and mass range from 50 – 500 Da. The MS was operated in scan mode. Head Space method: Incubation Temperature 80 °C, Incubation Time 5.00 m:ss, Syringe Temperature 85 °C, Agitator Speed 500 rpm, Fill Speed 500 ÃŽ ¼l/s, Pullup Delay 500 ms, Inject to GC, Injection speed 500 ÃŽ ¼l/s, Pre  Inject Delay 500 ms, Post Inject De- lay 500 ms, Flush Time (m:ss) 0:10, GC Run time (m:ss) 10:00. Identification of the components: Identification of the components was made by comparing mass spectra of components in essential oils with those from Nist, Wiley and Adams mass spectra libraries, by AMDIS (Auto- mated Mass Spectral Deconvolution and Identification System) and by comparing literature and estimated Ko-vat’s (retention) indices that were determined using mix-ture of homologous series of normal alkanes from C9 to C25 in hexane, under the same above mentioned condi- tions. The percentage ratio of the components was com- puted by the normalization method of the GC/FID peak areas and average values were taken into further consid- eration (n = 3). 2.3. Statistical Analyses All statistical analyses were performed with the SPSS software (version 15.0, SPSS) [14]. Means values and variation coefficients were used in the statistical analyses. Effects of the studied traits were evaluated by ANOVA. In order to assess the differentiation of plants of oregano based on all variables that were measured, the Canonical Discriminate Analyses (CDA) was applied Psidium guajava (Guava): Chronic degenerative diseases have reached epidemic proportions in industrialized and developing countries. Many studies have shown that plant can be helpful to prevent or treat diseases. Psidium guajava is a small medicinal tree that is native to South America and Brazil is among the world’s top producers and most of the country’s production is destined for the food industry. It is popularly known as guava and has been used traditionally as a medicinal plant throughout the world for a number of ailments. The aim of this review is to present some chemical compounds in P. guajava and their pharmacological effects. The main constituents of guava leaves are phenolic compounds, isoflavonoids, gallic acid, catechin, epicathechin, rutin, naringenin, kaempferol. The pulp is rich in ascorbic acid, carotenoids (lycopene, ÃŽ ²-carotene and ÃŽ ²-cryptoxanthin). The seeds,  skin and barks possess glycosids, carotenoids and phenolic compounds. All parts of the plant have been used for different purposes: hepatoprotection, antioxidant, anti-inflammatory, antispasmodic, anti-cancer, antimicrobial, anti-hyperglycemic, analgesic, endothelial progenitor cells, anti-stomachache and anti-diarrhea. P. guajava has many effects on health and that it should be researched more extensively in clinical trials. Furthermore leaves, seeds and peel are treated as wastes by the food processing industry and are discarded, so their use may reduce the disposal of these parts of guava as pollutants. Psidium guajava; Anti-inflammatory; Antioxidant; Cancer; Diabetes; Dyslipidemia Industrialization has led to many modifications in the lifestyle of the world’s populations, giving rise to increase the indices of several diseases, including chronic degenerative diseases such as insulin resistance, diabetes mellitus, dyslipidemia, metabolic syndrome and cardiovascular diseases, reducing the quality of life and increasing costs on hospitalizations, medications and other public health interventions. Studies have demonstrated that the consumption of fruits, vegetables and seeds can be helpful to prevent the risk factors of many diseases due to the bioactive compounds. Many plants have been used for the purpose of reducing risk factors associated with the occurrence of chronic disorders and for many other purposes Psidium guajava L. is a small medicinal tree that is native to South America. It is popularly known as guava (family Myrtaceae) and has been used traditionally as a medicinal plant throughout the world for a number of ailments. There are two most common varieties of guava: the red (P. guajava var. pomifera) and the white (P. guajava var. pyrifera) All parts of this tree, including fruits, leaves, bark, and roots, have been  used for treating stomachache and diarrhea in many countries. Leaves, pulp and seeds are used to treat respiratory and gastrointestinal disorders, and as an antispasmodic, anti-inflammatory, as a cough sedative, anti-diarrheic, in the management of hypertension, obesity and in the control of diabetes mellitus. It also possesses anticancer properties . The seeds are used as antimicrobial, gastrointestinal, anti-allergic and anticarcinogenic activity. Brazil is among the world’s top producers of guava and most of the country’s production is destined for the food industry to produce candies, juices, jams and frozen pulp. As result of the fruit process there is a discard of the leaves, seeds, part of the peel and pulp fraction not separated in the physical depulping process. The high cost of pharmaceutical medications conduces to the search for alternative medicines to treat many ailments. In view of this, studies are necessary to confirm the effects of medicinal plants. The aim of this review is to show that several studies have demonstrated the presence of many different chemical compounds in P. guajava and their pharmacological effects. Medical Properties and Composition of Guava Pulp The main constituents of guava are vitamins, tanins, phenolic compounds, flavonoids, essential oils, sesquiterpene alcohols and triterpenoid acids. These and other compounds are related to many health effects of guava . Some authors have found high concentrations of carotenoids (beta-carotene, lycopene, and beta-cryptoxanthin), vitamin C and polyphenols in guava pulp. Lycopene has been correlated with the prevention of cardiovascular damage because of its positive effects on dyslipidemia . Ascorbic acid is recognized for its important antioxidant effects . Shu et al. isolated nine triterpenoids from guava fruit: ursolic acid; 1beta, 3beta-dihydroxyurs-12-en-28-oic acid; 2alpha,3beta-dihydroxyurs-  12-en-28-oic acid; 3beta,19alpha-dihydroxyurs-12en-28-oic acid; 19a-hydroxylurs-12-en-28-oic acid-3-O-alpha-L-arabinopyrano- side; 3beta, 23-dihydroxy urs-12-en-28-oic acid; 3beta, 19alpha, 23beta- tri-hydroxylurs-12-en-28-oic acid; 2alpha, 3beta,19alpha, 23beta-tetrahydroxyurs-12-en-28-oic acid and 3alpha,19alpha,23,24-tetrahydroxyurs -12-en-28-oic acid. Ursolic acid and other triterpenoids are associated with anti-cancer properties. Shu et al. found three benzophenone glycosides in ripe edible fruits of P. guajava L: 2, 6-dihydroxy-3, 5-dimethyl-4-O-beta-D-glucopyranosyl-benzophenone; 2, 6-dihydroxy-3-methyl-4-O-(6’’-O-galloyl-beta-D-glucopyranosyl)-benzophenone and 2, 6-dihydroxy-3, 5-dimethyl-4-O-(6’’-O-galloyl-beta-D-glucopyranosyl)-benzophenone. Benzophenone glycosides have inhibitory effect on triglycerides accumulation. Thuaytong and Anprung found antioxidant activity in guava and the major constituents identified in white and red guavas were ascorbic acid, gallic acid, catechin equivalents, cinnamyl alcohol, ethyl benzoate, ß-caryophyllene, (E)-3-hexenyl acetate and ÃŽ ±-bisabolene. The antioxidant properties of the guava pulp can be related to anti-cancer effects. Studies with humans have found that the consumption of guava for a period of 12 weeks reduced blood pressure by 8%, total cholesterol levels by 9%, triacylglycerides by almost 8%, and induced an 8% increase in the levels of HDL-c. Farinazzi et al.showed that animals treated with guava pulp juice had significantly lower body weight, glycemia, cholesterol and triglycerides levels and significantly augmented the levels of HDL-c when compared to the animals from the control group. Lyophilized pulp of P. guajava in diabetic rats induces to significant hypoglycemic effects probably due to its antioxidant activity of compounds present in the pulp. Medical Properties and Composition of Guava Leaves Guava leaf extract has analgesic, anti-inflammatory, antimicrobial, hepatoprotective and antioxidant activities. These effects are probably due to the presence of phenolic compounds.   Jimà ©nez-Escrig et al., Wang et al. and Haida et. reported the presence of higher amounts of phenolic compounds with antioxidant activity in the leaves of white (Psidium guajava var. pyrifera L.) and red guava (Psidium guajava var. pomifera L.) when compared with other vegetable species. Wu et al, Melo et al. and Chen et al found gallic acid, catechins, epicatechins, rutin, naringenin and kaempferol in the leaves. Studies have shown that gallic acid, catechin, and epicatechin inhibit pancreatic cholesterol esterase, which decreases cholesterol levels. Catechins are important as a preventive treatment for diabetes type 2 and obesity. Quercetin has been associated to decreased mortality from heart disease and decreased incidence of stroke. Quercetin presents hypocholesterolemic and antioxidant activity. Rutin is effective in the inhibition of triglyceride accumulation in adipocytes. Naringenin and kaempferol can promote moderate cytostatic activity against all cell lines and kaempferol can be useful as anticancer . Fu et al.elucidated the structure of three novel sesquiterpenoid- based meroterpenoids of psidials A-C found in guava leaves. Matsuzak et al.isolated two new benzophenone galloyl glycosides, guavinosides A and B, and a quercetin galloyl glycoside, guavinoside C as well as five known quercetin glycosides from guava leaves. The structures of the novel glycosides were elucidated to be 2,4,6-trihydroxybenzophenone 4-O-(6’’-O-galloyl)-beta-D: -glucopyranoside (1, guavinoside A); 2,4,6-trihydroxy-3,5-dimethylbenzophenone 4-O-(6’’-O-galloyl)-beta-D: -glucopyranoside (2, guavinoside B), and quercetin 3-O-(5’’-O-galloyl)-alpha-L: -arabinofuranoside (3, guavinoside C). Kim et al.related that the guava leaves contain ascorbic acid, citric acid,  acetic acid, epicatechin, xanthine, protocatechuic acid, glutamic acid, asparagine, malonic acid, trans-aconitic acid, maleic acid and cis-aconitic acid. Ghosh et al.isolated two terpenoids from the leaf extract of P. guajava (betulinic acid and lupeol) and reported their potential antimicrobial and phytotoxic activities. Betulinic acid and lupeol can be used in the treatment of diabetes, cardiovascular desease, obesity and atherosclerosis. Shao et al. isolated two terpenoids from guava leaves: Psiguadials A and B, two novel sesquiterpenoid-diphenylmethane meroterpenoids with unusual skeletons, along with a pair of known epimers, psidial A and guajadial. Shu et al.identified one diphenylmethane, one benzophenone, and eight flavonoids from guava fresh leaves(2,6-dihydroxy-3-formaldehyde-5-methyl-4-O-(6†³-O-galloyl-ÃŽ ²-D-glucopyranosyl)-diphenylmethane; 2,6-dihydroxy-3,5-dimethyl-4-O-(6†³-O-galloyl-ÃŽ ²-D-glucopyranosyl)-benzophenone; kaempferol; quercetin; quercitrin; isoquercitrin; guaijaverin; avicularin; hyperoside and reynoutrin. Guaijaverin has high potential antiplaque agent by inhibiting the growth of the Streptococcus mutans. Avicularin and guaijaverin work as urease inhibitors (against Helicobacter pylori urease). Shao et al. isolated four new triterpenoids, psiguanins A-D (1-4), and with 13 known compounds from the leaves of guava.   Guava aqueous leaf extract showed anti-trypanosomal properties in rats experimentally infected with Trypanosoma brucei brucei.   Rahim et al.evaluated the effects of aqueous mixture and water soluble methanol extract from guava leaves and bark against multi-drug-resistant Vibrio cholera and found strong antibacterial activity. They concluded that this plant offers potential for controlling epidemics of cholera. Birdi et al. and Birdi et al. related that P. guajava leaves have a broad spectrum of antimicrobial action (as antigiardial and antirotaviral activity) that could be effective in controlling diarrhea due to a wide range of pathogens. The antimicrobial activity can be linked to the presence of flavonoids  extracted from guava leaves. Deguchi and Miyazaki reported that guava leaves infusion not only reduced postprandial glycemia and improved hyperinsulinemia in murine models but also contributed to reduce hypercholesterolemia, hypertriglyceridemia and hypoadiponectinemia in the animals of their study. Rutin and kaempferol found in guava leaves are compounds related to the decrease of HMG-CoA reductase activity in hepatic tissue and improve lipid profiles. Akinmoladun et al. studied methanol extracts of some fruits, including P. guajava, and demonstrated that there is a good correlation between total phenolic contents and reductive potential and a fair correlation between total phenolic contents and lipid peroxidation inhibitory activity. Several studies have shown that aqueous extract of Psidium guajava contains components with LDL-c antiglycation activity, suggesting its contribution to the prevention of neurodegenerative and cardiovascular diseases Other studies have found cardioprotective effects of aqueous extract of P. guajava in myocardial ischemia-reperfusion injury in isolated rat hearts, primarily through their radical-scavenging actions. Ojewole identified the presence of phenolic compounds in the leaves demonstrating their hypoglycemic and hypotensive effects on diabetic rats treated with aqueous leaf extract. Soman et al. reported a decline in the levels of glycated hemoglobin and fructosamines, as well as a significant reduction in the glycemic levels of diabetic rats treated with guava leaf extract. Singh and Marar studied the effects of Psidium guajava leaves on the inhibition of the activity intestinal glycosidases related with postprandial hyperglycemia, suggesting its use for the treatment of individuals with type 2 diabetes.Other studies have demonstrated that guava leaf and peel extracts also had hypoglycemic effects on experimental models drug-induced to severe conditions of diabetes. Wu et al.found that the phenolic compounds, gallic acid, catechins and  quercetins in guava leaves inhibited the glycation of proteins suggesting its use for the prevention of diabetes complications.The Psiguadials A, B and guajadial isolated by Shao et al. exhibited potent inhibitory effects on the growth of human hepatoma cells. Kim et al. related that the guava leaves contain compounds that promote free radical scavenging activity showing promising antioxidant properties. Dutta and Das identified significant anti-inflammatory activity of the ethanol extract of guava leaves in experimental models, while Kawakami et al. observed the antiproliferative activity of the leaves through inhibition of the catalytic activity of prostaglandin endoperoxide H synthases involved in the inflammatory process. Guava budding leaves aqueous extract possesses an extremely high content of poly phenolic and isoflavonoids and suppresses the cell migration and the angiogenesis. In view of this, clinically it has the potential to be used as an adjuvant anti-cancer chemo preventive . Matsuzak et al. isolated phenolic glycosides from guava leaves and showed significant inhibitory activity against histamine release from rat peritoneal mast cells, and nitric oxide production from a murine macrophage-like cell line. Roy and Das studied the hepatoprotective activity of different extracts of P. guajava (petroleum ether, chloroform, ethyl acetate, methanol and aqueous) in acute experimental liver injury induced by carbon tetrachloride and paracetamol. The effects were compared with a known hepatoprotective agent and observed that the best effects came from guava methanolic leaf extract that significantly reduced the elevated serum levels of enzymes (aspartate aminotransferase, alanine aminotransferase, alkaline phosphatase) and bilirubin. P. guajava leaves exhibit high capacity to reduced polymerization and aggregation of sickle cell hemoglobin molecule. This molecule is a product of a defective genetic code of hemoglobin molecule and is prone to deoxygenation-induced polymerization and has low insolubility. The development of chemical modification agents that reduce the tendency of sickle cell hemoglobin molecule to aggregate represents an important  chemotherapeutic goal. Guava extract leaves can be responsible for membrane stabilizing effect on sickle erythrocytes that are susceptible to endogenous free radical-mediated oxidative damage. This effect can be attributed to the flavonoids, triterpenoids and host of other secondary plant metabolites . Chen et al. found that aqueous extract of guava budding leaves possess anti-prostate cancer activity in a cell line model and concluded they are promising anti-androgen-sensitive prostate cancer agent. Han et al. studied the effects of P. guajava ethyl acetate extract on atopic dermatitis and found that it inhibits chemokine expression in keratinocytes what suggests this extract can have possible therapeutic application in atopic dermatitis and other inflammatory skin diseases. Methanol extracts of the leaves can also be useful in the treatment of gastric ulcer disorders possibly due to the presence of volatile oil, flavonoids and saponins Methanolic extract of guava leaves can exhibit wound healing effects and this property can be explained by the presence of tannins and flavonoids. Guava leaves extract also can show anti cough effects as shown by Jaiarj et al. Medical Properties and Composition of Guava Discarded Products As told before, the fruit process results in the discard of the leaves, seeds, part of the peel and pulp. Some studies showed the presence of total phenolic compounds in the agroindustrial wastes (seeds, skin and pulp) of guava, confirming its antioxidant activity . Leaves, seeds and peels of fruits have significant proportions of bioactive compounds with beneficial physiological and metabolic properties. Its antioxidants can control body weight and biochemical variables like glycemia, dyslipidemia, hypertension and other risks of cardiovascular diseases. The antioxidant properties of the guava seeds extracts can be associated to anti-cancer effects on both hematological and solid neoplasms  and the antioxidant properties of the guava peel can be related to anti-cancer effects. Castro-Vargas et al.and Ojewole extracted and identified significant levels of carotenoids and total phenolic compounds from guava seeds. Seeds exhibit antimicrobial, gastrointestinal and anticarcinogenic activities probably due to the presence of phenolic glycosides in the composition. Farinazzi et al. showed that Wistar rats treated with guava seed had significantly lower glycemia, cholesterol and triglycerides levels and body weight. These animals significantly increased HDL-c levels. Rai et al. reported hypolipidemic and hepatoprotective effects in diabetic rats treated with aqueous extract of lyophilized guava peel.   Psidium guajava stem-bark extract can be used to treat malaria because it presents antiplasmodial activities possibly due to the presence of anthraquinones, flavonoids, seccoirridoids and terpenoids. Related study Many researchers have been demonstrating the presence of a wide variety of bioactive compounds in the leaf, seed and bark of Psidium guajava that are capable of showing beneficial effects on human health. If we consider that chronic degenerative diseases have reached epidemic proportions in many countries and increase the socio-economic burden for the public health system, it is necessary to find non-allopathic alternatives that minimize risk factors of these diseases and help in the treatment. Furthermore, population consumes medicinal plants also to treat other kind or diseases because of high costs of allopathic medications. The studies using P. guajava bring information that may provide validation for its medicinal uses but it should be researched more extensively in clinical trials so it could be used for prevention and as an adjuvant in the treatment of numerous disorders. Nevertheless we should emphasize the importance of experimental and clinical  studies involving more specific factors related to the bioavailability of the compounds, as well as the effective and safe doses to be used by individuals for the prevention and treatment of various disorders. Katakataka( bryopphyllum pinnatum) Constituents †¢ Phytochemical screenings have yielded alkaloids, triterpenes, glycosides, flavonoids, steroids, butadienolides, lipids, and organic acids. †¢ Yields arachidic acid, astragalin, behenic acid, beta amyrin, benzenoids, bersaldegenin, beta-sitosterol, bryophollenone, bryophollone, bryophyllin,caffeic acid, ferulic acid, quercetin, steroids, and taraxerol. †¢ Phytochemical evaluation of leaf extract yielded bryophyllum A, B and C, a potent cytotoxic bufadienolide orthoacetate. †¢ Bufadienolide has been reported to be poisonous with digitalis-toxicity type cardiac effects (slowing of heart rate, heart blocks and potentially fatal ventricular arrhythmias. †¢ Bryophillin A, a bufadienolide compound, has shown anti-tumor promoting activity. †¢ Leaves yield malic acid. Fractionation of an EtOAc extract yielded seven kaempferol rhamnosides: kaempferol 3-O-ÃŽ ±-L-(2-acetyl)rhamnopyranoside-7-O-ÃŽ ±-L-rhamnopyranoside, kaempferol 3-O-ÃŽ ±-L-(3-acetyl)rhamnopyranoside-7-O-ÃŽ ±-L-rhamnopyranoside, kaempferol 3-O-ÃŽ ±-L-(4-acetyl)rhamnopyranoside-7-O-ÃŽ ±-L-rhamnopyranoside, kaempferol 3-O-ÃŽ ±-D- glucopyranoside-7-O-ÃŽ ±-L-rhamnopyranoside, afzelin, and ÃŽ ±-rhamnoisorobin. (19) Properties †¢ Leaves considered astringent, antiseptic, hemostatic, refrigerant, emollient, counterirritant, mucilaginous, vulnerary, depurative, anti-inflammatory, disinfectant, and tonic. †¢ Pharmacologic studies have showed pharmacologic properties: immunomodulatory, CNS depressant, analgesic, anti-inflammatory, anti-allergic, antianaphylactic, antileishmanial, antitumorous, antiulcer, antibacterial, antifungal, antiviral, febrifuge, gastroprotective, immunosuppressive, insecticidal, sedative, muscle relaxant. Folkloric – Leaves used as astringent, antiseptic, and counterirritant against  poisonous insect bites. – Pounded fresh material is applied as a poultice for a variety of conditions: Sprains, eczema, infections, burns, carbuncle and erysipelas. – Leaves, made pliable by hold over fire, are applied to wounds, bruises, boils; also, used as poultice or power in bad ulcers. – Juice is mixed with lard and used for diarrhea, dysentery, cholera, and phthisis. – Pounded leaves are applied as poultices to the soles of the feet to stop hemorrhages. – Leaves are used as topicals in dislocation, ecchymoses, callosities. – Leaves, pounded and mixed with salt, used as plaster and applied to stomach to relieve enuresis – For boils, the whole leaf is pressed by hand, to and fro, until it becomes moist with the leaf extract. A small opening is made in the middle of the leaf which is then placed on the boil with hole over the pointing of the abscess. – For asthma, leaves of leaves places in hot water for 15 minutes, then juice squeezed out of the leaves, and drunk. – Juice of leaves used in bilious diarrhea and lithiasis. – In Ayurveda, useful in vitiated conditions of vata and pitta, cuts, wounds, hemorrhoids, menorrhagia, boils, sloughing ulcers, burns and scalds, diarrhea, dysentery, headaches, vomiting, bronchitis. – In Puerto Rico, leaf juice used as diuretic. – Leaves are rubbed or tied on the head for headaches. – Leaf decoction usually taken to lower blood pressure. – Leaf juice used for earache and ophthalmia. – In Sierre Leon, cough medicine is made from the roots. – In Brazil leaves, heated over fire and mixed with oil, are used as emollient and refrigerant for facial swelling associated with neuralgia or tooth trouble. Also, used for asthma and bronchitis. – In Jamaica, leaves used for coughs and colds. Sometimes, it is mixed with salt or honey, for headaches, colds, bronchial affections, and hypertension. Heated leaves used for swellings and abscesses. – In Africa, used for earaches, eye problems, and as diuretic. – In China used for rheumatoid arthritis, bruises, burns and ulcers. – In Nigeria, plant is considered sedative, wound-healing, diuretic, anti-inflammatory, and cough suppressant. Leaf juice used to treat boils and skin ulcers. Plant used for intestinal parasites, bronchitis,  pneumonia. Banana (Musa sapientum Linn.) The banana plant is the largest herbaceous flowering plant. The main or upright stem is actually a pseudostem, growing from a corm, to a height of 6 to 7.6 meters. Leaves are spirally arranged, as long as 2.7 meters and 60 cm wide, fragile and easily torn by wind, with the familiar frond look. Each pseudostem produces a single bunch of bananas; the pseudostem dies after fruiting, as offshoots usually develop from the base of the plant. Each pseudostem produces a single inflorescence, the banana heart, containing many bracts between rows of flowers. The banana fruits develop from the heart, in a hanging cluster made up of tiers (hands), up to 20 fruit to a tier. Distribution Cultivated throughout the Philippines in many varieties. Constituents †¢ Juice of the flower-stem contains potash, soda, lime, magnesia, alumina, chlorine, sulfuric anhydride, silica and carbon anhydride. †¢ High potassium content – a medium banana contains about 450 mg of potassium. (Because of potassium homeostasis in the body, 40K ingested is balanced by 40K potassium excreted. The net dose of a banana is zero.) †¢ Preliminary phytochemical screening of fresh steam juice yielded vitamin B, oxalic acid, sulphate, vitamin C, starch, tannin, glycosides, phenolic compounds, gum mucilage. †¢ Study yielded 6 triterpenes: 6 triterpenes: cyclomusalenol, cyclomusalenone, 24-methylenecycloartanol, stigmast-7-methylenecycloartanol, stigmast-7-en-3-ol, lanosterol, and a-amyrin and eight flavonoids. – Mineral content and nutritional value of varieties (lakatan, latundan, saba, and bungalan) Properties †¢ Demulcent, nutrient, cooling, astringent, antiscorbutic, antifebrile, restorative, emmenagogue, cardialgic, styptic. †¢ The ripe fruit is laxative, demiulcent, and nutrient. †¢ Unripe fruit is cooling and astringent. †¢ Dried fruit considered antiscorbutic. †¢ Root is antibilious and alterative. †¢ Juice of the plant is styptic. †¢ Because of its high potassium content, bananas are naturally slightly radioactive, more than other fruits. †¢ Good sources of vitamin A, fair sources of vitamin B, and good sources of vitamin C. All are deficient in calcium and phosphorus, and only fair in iron. †¢ Studies have attributed biologic activities: antiulcerogenic, antidiabetic, antiatherogenic, antidiarrheic, antitumoral, antimutagenic, antihypertensive. Parts used Leaves, fruit. Uses Edibility / Nutritional – The â€Å"puso† (male inflorescence) of saba is extensively used as a vegetable. – Unripe fruit is sugared and candied. – Ripe fruits also used in making brandy, rum, and wine. – Rich in vitamins A, B, and C; a fair source of iron. Folkloric †¢ Young leaves used for cool dressing of inflamed and blistered surfaces and as cool application for headaches. †¢ Powdered roots used for anemia and cachexia. †¢ Mucilage prepared from seeds used for catarrhal and mild inflammatory forms of diarrhea. †¢ Juice of tender roots used as mucilage for checking hemorrhages from the genitalia and air passages. †¢ In China, juice of roots used as antifebrile and restorative. †¢ Juice of the trunk applied to scalp to increase hair growth and prevent hair from falling. †¢ In West Africa, used for diarrhea. †¢ In Gambia, sap of inflorescence used for earaches. †¢ In French Guiana, flowers used as emmenagogue. †¢ In the Gold Coast, sap from roots given as enema for diarrhea. †¢ In Cambodia, Java and Malaya, juice from trunk used for dysentery and diarrhea. †¢ Juice from flowers, mixed with curds, for dysmenorrhea and menorrhagia. †¢ Flour made of green bananas used for dyspepsia with flatulence and acidity. †¢ Ripe fruit, mixed with half its weight in tamarinds and a little salt, is a valuable food in chronic dysentery and diarrhea, †¢ Cooked flower used for diabetes. Flowers also used as cardialgic. †¢ Sap of the flower used for  earaches. †¢ In Western Ghat in India, leaves are used for bandaging cuts, blisters and ulcers. †¢ Ripe bananas combined with tamarind and common salt used for dysentery. †¢ In traditional medicine in India, used for diabetes. †¢ In South-Western Nigeria, green fruits used for diabetes. Others †¢ Papermaking / Clothing: Plant fibers used in the manufacture of paper and clothes. A related species, Musa textilis (Abaca, Manila hemp) is produced on a commercial scale for its fiber use in the manufacture of paper. †¢ Wrapping / Cooking: Leaves used for wrapping food for cooking. Leaves used for polishing floors, lining pots for cooking rice. Studies †¢ Hypoglycemic / Flowers: Study on the chloroform extract of M sapientum flowers showed hypoglycemic activity with significant reduction of blood glucose, glycosylated hemoglobin and improvement in glucose tolerance. †¢ Hypoglycemic/ Fruits: Study on the green fruits of M paradisiaca indicate it possesses hypoglycemic activity and lends credence to its Nigerian folkloric use for diabetes. †¢ Antioxidant: (1) Musa sapientum flower extract showed improved antioxidant activity in diabetics. (2) A study of extracts of M. sapientum var. sylvesteris showed concentration-dependent scavenging effects, with antioxidant activity stronger than that of vitamin C. †¢ Gastroprotective: Study on the unripe plantain extract of M sapientum and unripe pawpaw meal showed alteration of the gastric phospholipid profile and through a prostaglandin pathway may have a profound effect on the gastroduodenal mucosa and implications for gastric and duodenal ulcers in rabbits. †¢ Flowers / Antihyperglycemic / Antioxidant: Study showed banana flower extract to have an antihyperglycemic action and antioxidant properties, comparatively more effective than glibenclamide. †¢ Analgesic: Study of the aqueous and ethanolic extract of Musa sapientum showed central analgesic action. †¢ Wound healing: Study of aqueous and methanolic extracts of Musa sapientum showed wound healing properties through increased wound breaking strength, reduced glutathione, decrease percentage of wound area, scar area and lipid peroxidation. Wound healing was probably through antioxidant effect and various biochemical parameters. †¢ Anti-Ulcer  Activity: Study of dried powder of banana pulp showed anti-ulcerogenic activity, esp in the unripe, mature green plantain banana (var. paradisiaca). †¢ Banana Peels Phytochemicals: Study showed the peel can be a good source of carbohydrates and fiber. The study of anti-nutrients showed generally low values except for saponins. Study suggests, properly processed and exploited, the peel could be a good source of livestock feed, providing a high quality and cheap source of carbohydrates and minerals. †¢ Antimicrobial Activity: (1) Study of ethanolic extracts of unripe bananas, lemon grass and turmeric showed antimicrobial activity at stock concentrations. Unripe bananas showed a high antimicrobial activity against all test organisms. (2) Ethanol extract of Musa sapientum showed antibacterial activity against the tested microorganisms – Gram-positive and Gram-negative bateria (B. subtilis, B. cereus, and E coli.) †¢ Anti-Helicobacter pylori / Anti-Internalisation Activity: In a study of 9 Thai plant extracts used for gastric ailments, Musa sapientum and Allium sativum showed marked anti-internalisation and present a potential benefit in H pylori , prevention eradication, therapy and avoidance of antibiotic resistance. †¢ Anticonvulsant: Study in mice showed AMS prevented convulsions possibly through prevention of inhibition of vitamin B6 metabolism with subsequent increase in GABA synthesis in the CNS or due to facilitatory effect on GABAergic neurons – an effect mediated by the antioxidant potential of phytoconstituents present in the AMS. †¢ Indigenous Antiulcer Activity / Leucocyanidin: Study investigated the anti-ulcerogenic activity of an aqueous extract of M. sapientum. Study yielded an active compound–a monomeric flavonoid, leucocyanidin, that showed anti-ulcerogenic activity, in congruous with standard drug esomeprazole. †¢ Antioxidant / Antibacterial /Hemagglutination Inhibition: Study of methanolic extract of leaves of M. sapientum var. Sylvesteris showed antioxidant and antibacterial activity in vitro. It also showed hemagglutination inhibition activities and hydrogen peroxide induced hemolysis inhibition activity of human red blood cells. †¢ Antimicrobial / Cytotoxicity: A methanolic extract of M. sapientum L subsp. sylvestris showed good antimicrobial activity the pulp, moderate activity with the peel, and insignificant activity with the seed. On cytotoxicity evaluation using Brine Shrimp Lethality, pulp>seed>peel.