How Birds Fly

The Flight Physiology of a Bird When a bird lifts off, it uses mass amounts of energy. This energy continues throughout the time the bird is in the air, but they are able to expend so much energy because of their natural diet. The food birds eat contains high energy proteins and carbohydrates. Birds are also equipped with hollow, lightweight bones that make it easier for them to stay in the air. Their feathers are light and positioned in a way that allows them to catch wind for greater lift.One additional perk birds have is their lung capacity, which allows for great reserves of oxygen that keep them from tiring during flight. Gliding and Lift Birds glide in the air in much the same way planes do. As they propel themselves through the air they also stretch their wings out and allow the moving air to flow over them. As they do this, their wings are pushing down on the air around them.Newton's third law of motion, which states that for every action, there is an equal and opposite react ion, comes into play here, meaning that as the bird puts pressure on the air, there is also pressure being put on the bird by the air. In this case it is pressure on the underside of the wing that lifts the bird in the air. This is the principle physics behind lift. Hinged Wings and Propulsion Birds have specialized wings that allow them to fly. First, they are slightly curved on the top, due both to bone structure and feathers.Air travels faster over the curve on top of the bird's wing than it does along the bottom. This makes the pressure under the wing higher, which puts more lift on the bird. In order to propel itself through the air, it takes advantage of its hinged wing. When the bird brings its wings down, they are straight and flat and at a slight angle that will propel the bird through the air. When the bird lifts its wings back up, though, it folds them in so they exert less pressure on the air. That keeps them from slowing down. All of these aspects combine to allow a bir d to successfully fly.

Valuation: Measuring and Managing the Value of Companies Essay

Carrefour Company Introduction                   The modern business world has changed and organizations have embraced new technologies for them to achieve effectiveness, efficiency and competitiveness. One of the most important technology for business prosperity is Information Technology commonly known as IT. Information is an important and integral part of any organization that determines whether a firm will make sound decisions or not. Carrefour Company is one of the well-known worldwide companies that has embraced Information technology in its business processes and this has played a majorin earning a competitive edge. Carrefour IT and Business Processes                   The company runs convenience stores, supermarkets, cash and carry supplies, hyper-cash store and hypermarkets. Carrefour also engages in non-food and food e-commerce websites and it functions as multi-location, multi-channel, and multi-location trader with its initial origin in Europe. Its products range from electronics, leisure, ornamental products, clothing items and non- food products(Koller, 2011). Carrefour contacts a large amount of its business on an online platform using its portals, ooshop.fr and Carrefour.fr. This calls for a good understanding of Information Technology for the firm to succeed and earn competitive advantage in the industry. Carrefour Company integrates Information Technology in its various business processes. Some of the ways are in communication, inventory management, data management, management information systems, security, business culture, research capacity and customer relationship management.                   Being a multi-factor company, Carrefour requires a well-structured communication channel to enable transactions and business communication to happen smoothly. The company has adapted new information technology by setting up a wide variety of communication platforms to reach the maximum number of clients and potential customers globally. Examples of the platforms used include the official company’s website, email support systems for both clients and employees, phone directories and social network accounts.                   Inventory management at Carrefour has also boosted their performance due to advanced information technology. The inventory systems gather all the information of each items stored and keep track of the quality and quantities. This enables the company to minimize on inventory costs such as carrying costs and also minimize wastages especially for the food products with low shelf life.                   Information technology has also improved data management practices at the company. Employees do not to keep large file of documents, they save everything through data systems. The systems are also able to record information which is important for business decisions and this automated systems also reduce malpractices among the employees.                   Customers are the most important stakeholders to any business organization and, therefore, the need to maintain a good relationship with them. Carrefour has achieved this aspect through customer management systems (CRM) which enhances communication with the clients. The company is able to respond immediately to customers’ concerns and the information is stored for future reference if the same client makes another call. This improves customer experience and increased customer loyalty to Carrefour products. Technologies Used at Carrefour Company                   Carrefour Company mainly employs four technologies to manage its information. These systems are Transaction Process Systems (TPS), Management Information Systems (MIS), Enterprise Information Systems, and Decision Support Systems (DSS). Transaction Process Systems monitors and records all the transactions in the organization. The system mainly is responsible for recovery of data during system failures, stabilize the data, and it also integrates and connects other systems.                   MIS on the hand, does systematic study and analysis of available data to enhance decision-making. Carrefour joint forces with a company called PeopleSoft which is in charge of their global operations by offering platforms such as Customer Relations Management(Farrel, 2013). Management Information Systems enable the company to heighten their operations by frequently updating processes, procedures, and stored data.                   DSS is a unique technology that promotes sound decision-making processes at different levels of the company’s hierarchy. Its main advantage is the ability to break down large volume of data and evaluate them for decision-making. The system retrieves the ideal information from the stored volumes of data and it can work both as an online or a batch process.                   EIS is important information tool mainly for the management of Carrefour Company. It makes summaries of the transactions and turns raw data into information which is applied internally. The management team at Carrefour use EIS to get summarized information from complex graphs and in the process speed up decision-making process(Koller, 2011). Company’s Success with IT adaption                   90% of the company’s success is attributed to its use and early adoption of Information Technology into its business activities. The technology has improved customer relations, business process, employee relations, and product development. These are the main activities of any organization and therefore making Information Technology a major player to the success Carrefour Company is enjoying today.                   Information Technology has helped Carrefour to minimize most of the cost associated with conducting business. It has enabled the organization reduce on the space required to store information through the use of computers. It has also enhance inventory management and reduced wastages and carrying costs(Koller, 2011). Due to customer relation systems, the company is able to make more tailor products and services according to the clients’ tastes and preferences. This has led more product differentiation. References Farrel, J. (2013). The Economics of Information Technology: An Introduction (Raffaele Mattioli Lectures). Cambridge: Cambridge University Press. Koller, T. (2011). Valuation: Measuring and Managing the Value of Companies (Carrefour Case). New York: John Wiley & Sons, Inc. Source document

Alcohol Abuse Rehabilitation

Sojourners Recovery and Becket Springs offer options such as Cognitive Behavioral Therapy and pharmacological options that do increase the likelihood of remaining abstinent after treatment. Alternative methods of treatment at these centers, such as acupuncture, have not been proven to be effective at promoting abstinence, but may help to ease withdrawal symptoms. In addition to enrolling in a rehabilitation program at a licensed facility, the individual should seek out support from his or her family members, as this will help the individual cope with the enormous stress of giving up alcohol.Alcohol has a long and storied history in not Just American culture, but in many other world cultures as well. Its use in beverages is believed to have begun almost 10,000 years ago when civilizations in ancient Persia and the Middle East produced a fermented drink from honey and wild yeasts (â€Å"An Alcohol History Timeline,† 2011). Wine, beer and liquor would eventually follow (in that o rder), as numerous societies enjoyed the intoxicating effects of the drug.During the 19th century in the United States, the average American drank 7 gallons of pure alcohol per year (â€Å"What in America's History,† 2005). This rampant drinking led to temperance movements and reformers that pushed for local and national prohibition. Groups such as the Women's Christian Temperance Union (WEST) would eventually merge with the Anti- Saloon League and form a powerful coalition that elected officials to Congress and put pressure on the government to ratify Prohibition (â€Å"What in America's History,† 2005).The National Prohibition Act was subsequently enacted in 1920, outlawing the manufacture, sale, or transportation of alcohol. The Act was repealed 13 years later in 1933, but the message was clear: the effects of alcohol were seen by many as ungenerous and destructive, and these effects needed to be addressed. Today, the problems of alcohol abuse and alcoholism have be come almost epidemic in American society, as recent studies have asserted that 53% of adults in the U. S. Have reported that one or more of their close relatives has a serious problem with drinking (â€Å"Alcohol Stats,† 2013).Each year in the United States alone, nearly 50,000 cases of alcohol overdose are reported, and in 2009, over 30 million people stated they had driven under the influence of alcohol at least once in the previous year (â€Å"Alcohol Stats,† 2013). In 2007, the Center for Disease Control and Prevention (CDC) reported over 14,000 alcoholic liver disease deaths and over 23,000 alcohol-induced deaths (not counting accidents and murders) (â€Å"Alcohol Stats,† 2013). The CDC also reported that in 2006, excessive alcohol consumption cost the United States' economy $223. Billion (â€Å"Excessive Drinking,† 2014). In an effort to combat the dangers of alcohol abuse and alcoholism, numerous in- patient and out-patient treatment centers are av ailable to those that are seeking help for their affliction. This paper takes a look at four of these treatment options in the rater Cincinnati area. These options include Alcoholics Anonymous, Sojourner Recovery Services in Hamilton, OH, Delbert House in Cincinnati, OH, and Becket Springs in West Chester, OH.The model of treatment that each facility or program employs will be examined, as well as success rates and recidivism. Additionally, this report will look at the efficacy of various models of alcohol treatment and how successful they are for the patient. Ultimately, it will lend advice as to the optimal treatment strategy one should choose when trying to overcome one's addiction to alcohol. Treatment Review One of the most common and well-known methods of alcohol treatment in the United States is the group-oriented, outpatient design of Alcoholics Anonymous (AAA).At its core, AAA is a 12-step program that utilizes anonymous group meetings to help facilitate the overarching goa l of abstinence for each of its members (â€Å"Alcoholics Anonymous 12 Steps,† 2010). The 12 steps are divided into four phases: admitting one has an addiction and needs to abstain; submission of the alcoholic's will to â€Å"the power of God or a Higher Authority'; making amends to those the individual has armed or wronged in the past; and spreading the message of AAA and its 12 steps to others (â€Å"Alcoholics Anonymous 12 Steps,† 2010).By â€Å"working the steps† and attending the meetings, the individual is purportedly given a plan and support group to help him or her resist the urge to drink alcohol. According to Lee Ann Gaskets, Drop, of University of California-Berkeley, there is controversy on the research into the capability of AAA. Therefore, she provides â€Å"a focused review of the literature on AAA effectiveness† (Gaskets, 2009). Using six criteria to establish a causal link between AAA ND abstinence, Swastikas states that there is some ev idence that AAA is an effective course of treatment for someone seeking to quit drinking.She writes, â€Å"rates of abstinence are about twice as high among those who attend AAA, and higher levels of attendance are related to higher rates of abstinence† (Swastikas, 2009). Still, she ultimately concedes that more exhaustive research needs to be completed before judging the effectiveness of AAA. In a separate article entitled â€Å"Exposing the Myth of Alcoholics Anonymous,† freelance technical writer and attendee of â€Å"hundreds of AAA tenting,† Stephen Mohr rejects the notion that AAA is an effective mode of treatment for alcoholics.He writes, â€Å"The truth is that the available evidence strongly suggests that AAA treatment provides very little or no long-term help for active alcoholics. Further, there is ample evidence that long-term repeated exposure to this program is actually dangerous to many alcoholics who would fare better if left on their own† (Mohr, 2009). Mohr cites Ass own statistics when establishing the ineffectiveness of AAA, writing, â€Å"in 1989 AAA reported that, on average, after six months 3 percent of new attendees had left the program and that after one year only 5 to 7 percent remained† (Mohr, 2009).Perhaps more damning, Mohr recounts the findings of Harvard psychiatrist Dry. George Valiant. Beginning in 1983 and then every year for eight years afterward, Dry. Valiant followed up on 100 alcoholic subjects admitted to a clinic in Cambridge, MA, and who were subsequently enrolled in Alcoholics Anonymous. He found that only five of the 100 subjects never relapsed back into alcoholic drinking, which was a rate no better than if they had been left to attempt abstinence on their own (Mohr, 2009).Worse yet, he found that three subjects a year died from their drinking habits, despite being enrolled in the 12-step program (Mohr, 2009). And while these findings were from the asses, the fact that AAA has not c hanged its approach and/or treatment methods in the 80+ years of its existence indicates that they are still pertinent to today. Moreover, these data suggest that AAA is not only ineffective, but the fact that it is so widely regarded as the premier source of alcohol treatment prevents patients from pursuing more useful modes of treatment – ones that could potentially save the alcoholic's life.The Becket Springs rehabilitation facility in West Chester, OH, is one of the alternatives to AAA that an individual suffering from alcoholism may consider. Becket Springs offers both in- patient and outpatient services to help meet the needs of the patient. The in-patient program's goal is â€Å"to teach [the individual] the tools of recovery and relapse prevention so that [he or she] can create a life worth living† (Patient Handbook, 2). When the patient is first admitted, he or she is assessed to develop an individual treatment plan. The assessment team and the patient will fo rmulate a set of goals to Ochs on during treatment.The assessment team itself is comprised of a psychiatrist, psychologist, staff nurse, patient care assistant, recreational therapist and social therapist all working together to facilitate the recovery of the patient. Individual treatment includes detoxification (if necessary), medical prescriptions written by a psychiatrist, psychological evaluations with the psychologist, group therapy through â€Å"games, crafts, leisure education, creative expression and relaxation training,† and individual and family therapy provided by a licensed therapist or social worker (Patient Handbook, 2).Becket Springs encourages communication between the patient and family throughout treatment, and designates a daily time period for phone calls in addition to a visitation schedule that allows two hour-long visits per week and a family meal during the weekend. Along these same lines, Sojourner Recovery Services, located in Hamilton, OH, is a non- profit organization that provides in-patient and outpatient substance abuse treatment for those addicted and their families.Sojourners assessment service is a thorough evaluation conducted during a face-to-face session in order to determine the extent of addiction and optimal recovery strategy. The staff at Sojourner takes a holistic approach toward treatment, and offers a diverse array of programs, including: one-on-one counseling, lectures, group therapy, family sessions and discussion groups. The aforementioned staff consists of â€Å"experienced counselors, professionals and volunteers – many of whom are recovering from addiction themselves – that genuinely care about each and every person's success† (â€Å"Sojourner Recovery,† 2012).Therapy models of recovery include: motivational enhancement to encourage the patient to become receptive to the healing process; â€Å"seeking safety' to improve coping skills; â€Å"seven challenges† for adolesc ents seeking recovery; â€Å"stages of change† which helps patients progress through the five stages of recovery; cognitive-behavioral, which utilizes the belief that one's thoughts cause one's feelings and behaviors, rather than external people or factors; and acupuncture to help alleviate symptoms and stresses associated with alcohol or drug withdrawal (â€Å"Sojourner Recovery,† 2012).The duration of stay for the in-patient program varies according to the needs of the patient, giving the person as much or as little time as he or she needs. The Delbert House in Cincinnati, OH has a few different branches across the city. The Delbert House located in Clifton, OH, is a non-profit organization focused on intensive inpatient treatment of homeless men dealing with substance abuse – namely, alcohol abuse.According to general manager Chris Weanling, this branch of the Delbert House is a â€Å"shelter-plus-care† operation, which attempts to rid patients of thei r addictions while helping to reintegrate the individuals as functioning units of society (C. Weanling, personal communication, July 21, 2014). They are encouraged to actively seek out employment and permanent residency. The Delbert House models of treatment include self-help classes, group concussions, one-on-one counseling, AAA meetings, and AN meetings (C. Weanling, personal communication, July 21, 2014).A typical day in the life of a patient starts with a 7:30 a. M. Wake-up call followed with breakfast at 8 a. M. The rest of the morning consists of life-skills classes and chemical dependency education courses. At noon, the patients have lunch, and then attend their various therapy sessions (group and/or individual) in the afternoon. Dinner is served at 5:00 p. M. , and then the patients have some free time before they are required to attend an AAA or AN meeting (C. Weanling, personal communication, July 21, 2014).The Delbert House does not allow patients to use alcohol or any il licit drugs while they are enrolled, and thus each patient is subjected to a random, periodic urinalysis and/or breath-analysis test. In any given month, five or six patients out of 60 will test positive, with the incidences of positive tests fluctuating from season to season and spiking around a holiday(C. Weanling, personal communication, July 21, 2014). The operation is largely state- funded, with tax dollars making it possible for the Delbert House to help the lives of the men it houses (C. Weanling, personal communication, July 21, 2014).Given all the models of alcohol treatment (AAA, group therapy, cognitive behavioral, motivational enhancement, acupuncture, etc. ), Just how effective are they at promoting abstinence within the alcohol abuser? As discussed above, the effectiveness of AAA seems dubious at best, and downright dangerous at worst. This is very unfortunate considering the fact that almost all court-appointed rehabilitation for alcohol offenders in Hamilton County i nvolves AAA or an equivalent 12-step program (â€Å"Treatment Options,† 2009). On the other hand, research on continuous outpatient group therapy seems to indicate its effectiveness.In J. Kim, et al. ‘s article, â€Å"The Effectiveness of Continuous Group Therapy for Outpatients with Alcohol Dependence,† he states that 3, 6 and 12 month abstinence rates of 94 cognitive group therapy subjects â€Å"were 56. 4%, 30. 6%, and 16. 9%,† respectively (Kim et al. , 2011). The same abstinence rates for 83 subjects in a standard outpatient therapy group â€Å"were 28. 6%, 11 . 7% and 5. 2%,† respectively (Kim et al. , 2011). He thus concludes that continuous group therapy for outpatients is a practical and effective means of achieving abstinence.Inpatient group cognitive behavioral therapy (CAB), though, is a little murkier. In their article, â€Å"The Effectiveness of an Inpatient Group Cognitive Behavioral Therapy Program for Alcohol Dependence,† New s and Owe evaluated the effectiveness of attendance at an in-patient CAB program aimed at treating alcohol abuse. The study included 37 males and 34 females that attended 42 CAB sessions in three weeks, with News and Owe gathering evidence on one and three-month follow- ups regarding the drinking habits of the subjects.The study data indicated that greater attendance at CAB sessions for inpatients did not result in greater abstinence rates, nor did it correlate with a reduction in the quantity of alcohol consumed from he levels of pre-treatment (News & Owe, 2005). Thus, while patients that attended CAB sessions did seem to stand an improved chance of abstinence, News and Owe concluded â€Å"this study was unable to provide full support for the effectiveness of group CAB and cognitive models on problem drinking† (News and Owe, 2005).Another strategy for alcohol recovery is that of acupuncture. Acupuncture is a form of complementary and alternative medicine that uses the penetr ation of thin needles into specific â€Å"occupants† along the skin of the body (â€Å"Acupuncture† 2014). Choc and Hang reviewed the efficacy of this approach in their article, â€Å"Acupuncture for Alcohol Dependence: A Systematic Review. † After systematically searching nineteen electronic databases for randomized controlled trials, they found eleven studies that involved 1,110 cases.Though they conclude the results were â€Å"equivocal† and that â€Å"more research and well-designed, rigorous and large clinical trials are necessary,† the data they did discover suggest that there is no difference between acupuncture treatment and â€Å"sham treatments† (Choc and Hang, 2009). In a separate study by Karts, Passive, Frederica, Wises and Schneider, thirty-four alcoholics were treated tit acupuncture to assess its effect on withdrawal symptoms.The study was able to conclude that â€Å"acupuncture as an adjunctive treatment to carbonized medic ation shows promise for the treatment of alcohol withdrawal symptoms† (Karts, Passive, Frederica, Wises, & Schneider, 2002). Thus, while acupuncture may not be helpful for an individual hoping to obtain abstinence, it does look to be promising in helping to relieve some of the anguish of going through withdrawal. In addition to models of therapy, most treatment centers also offer medications to help the patient on their road to recovery. Daniel E.Jonas, M. D. , M. P. H. , of University of North Carolina, et al. , completed a recent study that analyzed more than 120 different studies as to the effectiveness of various pharmacological pills on the alcoholic, and found that comparative and oral maltreatment showed the greatest potential for decreasing alcohol ingestion Moons et al. , 2014). Dissimilar, an oral medication available since the asses, did not show adequate evidence to support the notion that it can prevent relapse drinking or improve drinking level outcomes Moons et al. 2014). The article goes on to state that the four most effective medications are commemorates, maltreatment, depreciate and maleness, but cautions that patients should share in the decision-making process with the physician, and medication should be taken in conjunction with other modalities of treatment Moons et al. , 2014). Conclusion Judging by national recovery data, it can require a nearly Herculean effort for an alcoholic to successfully abstain from alcohol for a long period of time (years).The national average for alcoholics that try to remain abstinent for one year without outside help is around 5% (â€Å"Alcohol Stats,† 2013). Even Alcoholics Anonymous, by its own admission, has a 93% turnover rate in one year. With this in mind, it's important for anybody that is trying to quit to not try to do so alone. The individual should attempt to enroll in either an inpatient or outpatient program at a local recovery facility. In the Cincinnati area, this could include S ojourner Recovery Services in Hamilton, OH, or Becket Springs in West Chester, OH.Both offer a variety of programs to foster an intrinsic change within the individual, and employs a multitude of treatment models and pharmacological aids that can be blended together for an optimal individual recovery plan. Perhaps most importantly, the person that is trying o recover should actively seek the help from his or her immediate family, if possible. Abstinence from alcohol is very difficult to achieve for an alcoholic, and a strong support system from people close to the affected individual will go a long way to facilitating a successful and long-lasting recovery.

Current Issues in Intellectual Property Essay Example | Topics and Well Written Essays - 2000 words

Current Issues in Intellectual Property - Essay Example Most of the legal principles to encourage and establish the intellectual property rights have evolved over decades. The intellectual property laws were strongly established in the 19th century due to the different evolutions in the global business environment. Today the intellectual property laws and rights have become a commonplace concept in almost all countries accrues the globe. Intellectual properties are not only applicable to artistic creations but are also used to protect inventions and discoveries which have commercial value. Intellectual properties are protected by the law due to the usefulness of these properties in enabling the general people and society to earn financial and economic benefits and recognition from their discoveries, creations or inventions. It can be ascertained that striking a right balance between the interests of the public and those of the innovators is likely create an environment which will support the flourishing of creativity and innovation. Intellectual property laws can be used to protect a wide range of products and services. It includes all types of innovations and some discoveries made by individuals, teams or organizations. The intellectual property rights can be gained under copyrights, patents, trademarks, confidentiality or trade secrets. Patents can be obtained for a wide range of products including any method, substance, process or device which is inventive, new, authentic and useful to the society, technology or any other domain. Patents can be enforced legally and can be used to commercially protect and exploit inventions and creations. Some innovations like mathematical models, schemes, artistic creations, plans and processes which are completely dependent on mental processes are not eligible for getting patent rights. The copyrights are commonly used under the intellectual property laws to protect mental creations like literary works, music compositions and other forms of artistic,

Fixing Responsibility for Economic Blunders Essay - 1

Fixing Responsibility for Economic Blunders - Essay Example Economics was defined as â€Å"Science of Wealth Creation† by Adam Smith, the father of economics as well as the economics of early days like J.E. Cairnes, J. B. Say, and F. A. Walker (http://www.newagepublishers.com/samplechapter/001283.pdf). According to these economists, economics was science that dealt with the ways in which a nation acquires wealth. This definition placed economics as a stream of knowledge devoid of any human face. To provide a social and moral face to this stream of knowledge the next generation of economists like Marshall, Robbins, and Samuelson gave a more comprehensive and humane definition of economics. They defined economics as a branch of knowledge which is â€Å"on the one side a study of wealth; and on the other, and more important side, a part of the study of man.† (http://www.newagepublishers.com/samplechapter/001283.pdf). Another very famous definition of economics comes from a very popular economist of the modern age – Robbins. He defined economics as the science of optimum allocation of scarce resources to satisfy infinite needs. His definition of economics tried to distance it from the moral or ethical issues to make it a scientific discipline. Today, his definition is the most acceptable definition of economics and modern-day economists do not consider it anything but a scientific subject. They have learned and applied much exotic mathematics, be it differential equations in many variables or abstract concepts of set theory and linear algebra into different problems and situations of economic sense.  

Critically evalutate the evidence that criminal profiling is effective Essay

Critically evalutate the evidence that criminal profiling is effective - Essay Example It is usually carried out in a three stage process: â€Å"First, police officers collect crime scene data and forward it to a profiler; second, the profiler conducts an analysis of the crime scene data; and third, the profiler provides predictions about the type of individual likely to have committed the crime in question.† (Snook et al,, 2007, 438) There was initial enthusiasm for this approach, especially in the United States where the FBI set up a special ‘Behavioral Science Unit’ which analysed crimes and made recommendations for the application of criminal profiling in serious crime cases. From the beginning it was clear that the process involves multiple skills and multiple agencies, being a technique that combines elements of both art and science (Cook and Hinman, 1999, 230) and crosses over traditionally constructed professional boundaries. There has been discussion about some of the tensions arising from this multi-disciplinarity, and the gulf between res earchers and practitioners. (Alison et al, 2004). Critical opinion on the practice of criminal profiling has been mixed, ranging from positive evaluations to serious doubts as to whether criminal profiling is any more valuable than common sense. This paper reviews the underpinning theories behind criminal profiling, discusses its methodologies and the problems that can arise in its use, and then finally evaluates its effectiveness. Theories behind criminal profiling. Psychology is the major science behind criminal profiling and its origins can be traced back to the beginning of the twentieth century: â€Å"the inferring of general characteristics of a person on the basis of a limited amount of information about them, has scientific roots in psychometric testing.† (Canter, 2000, p. 3) This in turn is based on a large body of research into the variation that exists between individuals. Psychologists searched for ways of isolating small individual features which, when considered together and against a large database can predict with some degree of accuracy what type of personality a person has and how they are likely to behave in different situations. The predictions are inferred, which means they start with what is known, but move into speculation based on a number of different areas of knowledge including past experience and databases collected and collated over the years. The so-called â€Å"homology assumption† asserts that â€Å"criminals who exhibit similar crime scene actions have similar background characteristics.† (Doan and Snook, 2008, p. 61). In practice this means that investigators in a case of rape, for example, will go on the assumption that there is â€Å"a positive linear relationship between the similarities of the crime scene actions and the corresponding similarities in the background characteristics for a sample of rapists.† Any inferences that are made are deliberately not absolute statements, but are based on li kelihood and similarity: â€Å"It’s certainly possible for some characteristics to be consistent or homologous, and indeed this can be demonstrated in some cases. However, it is not a reasonable assumption in every case or even in most cases.† (Turvey, 2008, p. 540) Additional factors such as drug or alcohol use and mental illness with or without adequate medication can affect the offender’s behaviour in unpredictable ways, causing a depart at times from his or her enduring characteristics. Because of these variables, some of which cannot be known by

Early Adulthood Essay Example | Topics and Well Written Essays - 500 words

Early Adulthood - Essay Example People also have to strengthen their relationships with friends. They become deeper, and some people may become new friends. All the valuable connections are important for people, as happiness is widely determined by a number of happy memories – which concern more psychological aspects, rather than material needs and desires fulfilled. Lack of psychological fulfillment leads to frustration, dissatisfaction and lack of happy memories and, thus, lack of overall happiness. Another crucial aspect is to find a place within the society and develop own career. Young adults have to develop features needed for a successful career. It is a very important thing, as people spend a lot of time on work – which leads to shortening quantity of children in the family. Work is not only about earning – it is about status, recognition, identity, self-realization and many other essential aspects. Early Adulthood is the outcome from the previous periods of life and is a preparation to Middle Adulthood with its tasks for development. People face many difficult questions and challenges that build them up. People have to develop simultaneously in various spheres of life. They stop being children only and start having own children. They discover what they want to do in their lives. Definitely, love maturation is a crucial step of this period. Romance and addiction start to obtain ground and responsibilities. Many fantasies are getting broken and the reality comes up and people have to manage it.

Planning Project of PepsiCo in the United Kingdom Assignment

Planning Project of PepsiCo in the United Kingdom - Assignment Example To achieve this purpose, the chosen company is PepsiCo. Inc. which manufactures and markets diverse brands. The origin of Pepsi Cola was traced from the talent of Caleb Bradham, a New Bern, North Carolina pharmacist more than 120 years ago. Together with Coca-Cola, these two soft drinks manufacturer has revolutionized the beverage industry through their concoction of carbonated soft drinks (CDS), defined by Canadean (2010) as beverages that include sweetened, non-alcoholic drinks containing carbon dioxide (par. 1). The British Soft Drinks Association (BSDA) (2010) more comprehensively defined carbonates as â€Å"ready to drink including draught dispense; home dispense; regular including sparkling juice; low calorie and zero calorie; cola; lemon including lemonade; lemon-lime; mixers including tonic and bitter drinks; orange; shandy; others including other carbonated fruit flavours, energy drinks, sparkling flavoured water, health drinks and herbal drinks† (British Soft Drinks Association (BSDA) 2010, 9). In the UK, PepsiCo. started operations in 1953 and the Pepsi Max brand was firs t marketed in 1993 (PepsiCo UK & Ireland 2011). believe we should be known not just for the financial results we generate but also for the imprint we leave on society as a whole† (PepsiCo UK & Ireland 2011). To achieve this purpose, the organization designed and implemented strategies that focus on healthier products, protecting the environment, and providing holistic support for personal and professional growth for their people. As such, PepsiCo UK aims to transform their core business into providing products with potential health benefits and ensure that they would be catalysts of change in UK’s food and beverage industry (PepsiCo UK & Ireland 2011). Accordingly, the future thrusts of the organization are to lead in the promotion of healthy products by producing and delivering balanced amounts of fruit, vegetables, wholegrain, fiber, and other positive nutrients and food groups  (PepsiCo UK & Ireland 2011).

Egyptian Cultural Term Paper Example | Topics and Well Written Essays - 750 words

Egyptian Cultural - Term Paper Example Ancient Egyptians relied on cosmology to prophesize what the future holds. They exhibit a â€Å"set of values and a cluster of ideas that made them Egyptian rather than Ethiopian or Greek.† 1 In this modern era, an Egyptian is identified no longer by a particular genotype or language; â€Å"rather is comprised of many different people who participate in one general Arab culture.† 2 As it happens, being an Egyptian is like being American; the term is associated to citizenship. Egyptians were legendary for revering their pharaohs not merely as rulers, but gods. Today, Islam is the most prevalent religion in the country, with Christianity and Judaism that both adhered to the teachings of Jesus Christ, as the minor group. Islam was introduced by the Arabs during the 600 A.D. It points to Allah as the one God, and indoctrinates the philosophies of the prophet Mohammad. Muslims, as the followers refer to themselves, read from their holy book Qur’an and pray to Allah fi ve times daily (Moscovitch 2008). â€Å"Long years of coercion and exploitation by foreign ruling powers and native autocratic states have left its mark on the Egyptian personality.†3 Based on their current political situation, the fact evidently shaped the character of the Egyptians and their attitudes towards the government. It is an Islamic ideology to concentrate power in one person, the Caliph, and hail him the "ruler of the world", and this remains the main characteristic of all the Muslim rulers in Egypt (Fahmy 2002). Muhammad Ali who led Egypt from 1805 to 1848, Gamal Abd al-Nasser from 1952 to 1970, Mu?ammad Anwar el-Sadat from 1970 to 1981, and Muhammad Hosni Sayyid Mubarak from 1981 to 2011 all epitomized a government of absolute despotism; the â€Å"executive, civilian, military, and judicial functions†4 are vested solely upon the head of the state. In despotic states the nature of government requires the most passive obedience and when once the prince's wi ll is made known, it ought infallibly to produce its effect. Here they have no limitations or restrictions, no mediums, terms, equivalents or remonstrance, no change to propose, man is a creature that blindly submits to the absolute will of the sovereign.5 II. POLITICAL REVOLUTION IN EGYPT: CAUSE AND IMPACT Countless protests are heard throughout Egypt; nevertheless, it is believed that the tensions rooted from these three issues: 1) Muslim terrorism that lead to some 200 deaths in the following 18 months during the 1990s, 2) the ratification of the Martial Law that imprisoned around 2000 militants mostly associated with the Muslim Brotherhood—a mainstream movement in Egypt with followers at all levels of society, and 3) the allegation of the Coptic Christians concerning mistreatments by the government and its failure to put the sought-after democracy into practice (History World 2010). In his 30 years of presidency, Mubarak retained the emergency laws initiated by his predec essor. These laws gave him a greater presidential power â€Å"including the right to appoint the Cabinet, without any provision for parliamentary majority, and the role of supreme commander of the armed forces, and chief policy-maker in matters of security, diplomacy, and the economy.†6 The president was ousted in a national uprising on February 11, 2011, making way for constitutional

Why Americans should vote Essay Example | Topics and Well Written Essays - 500 words

Why Americans should vote - Essay Example Almost all the Americans had reservations about how the war on terrorism, hurricane Katrina and a myriad of other issues were handled during the Bush administration. But not many bothered to make their voices heard. Although it is interesting that this was the highest turnout of public for elections in the last 4 elections (File & Crissey, 2010). Americans fought long and hard for the right to vote. Later on American women, African- Americans and other minorities also struggled to give a voice to their opinions. Now though many Americans do not use this voice to change America for the better and instead choose to complain how wrong everything is. It is important to vote because our ancestors believed that Americans are intelligent enough to choose their own leaders and because they wanted to make sure that their coming generations had all the liberties and opportunities that only a democracy could grant. It is important that this right is not taken for granted (Isler 2001). The biggest argument in favor of elections is that those who do not participate in elections have no right to complain about its outcome. A person may be passionate about the issue of abortion and teenage pregnancies; another may feel strongly about a teacher’s pay scale in America. These people have to find a candidate that is standing to uphold views that they feel strongly about and vote for them. Elected officials make important decisions about the American society. Therefore, it is essential that they have the support from a majority of that very authority in order to successfully implement these decisions (Frantzich n.d.) Americans should vote because their vote is an essential investment in the better future of the American society. It must be understood that the policy makers of America are selected through elections only. So in order to influence the American

Judaism religion and practices Essay Example for Free

Judaism religion and practices Essay Judaism is a religion that is practiced mostly by the residents of the Jewish country, all followers of Judaism whether they are born in the Jewish country or not are called Jews. Judaism is the Jews monotheistic religion which traces its genesis to Abraham, its ethical and spiritual principles are engulfed mainly in the Talmud and the scriptures of the Hebrews. This religion is mostly characterized with the traditional rites and ceremonies of the Jewish people and religion. Its practices are also deeply rooted in the religious, social, and cultural practices of the Jewish people who consider themselves as one community or people (Steinberg, 1965). Judaism religion and practices Judaism is based on the premises of monotheism, the belief of a special covenant with the almighty God that makes the Jews to claim that they are the God’s chosen people. It is also based on the territorial and ethnic identity, whereby the territory of the Jews is known as the Promised Land. This religion has specific laws and practices. The origin of Judaism finds its roots either from the formulation of monotheism by Moses or God’s covenant with Abraham, the religion recognizes that the laws attributed to Moses incorporated the Pentateuch. However, the political part of Judaism is much related to King David, the king who had Judah as his capital and who planned the Jerusalem temple, which was later built by Solomon who was his son. During the period of the Jewish captivity in Babylon the Judaism religion was much consolidated, the Mosaic was also written during this period (Grabbe, 2000). The Jews believe that the difference between civil and divine law is not clear at all. They believe that the supreme power comes from God and thus the command of God is law, whether it is civil or religious. The Mosaic Law dates back to the 5th BC. This law was then interpreted by Midrash and the Talmud. The Talmud incorporates civil and religious laws that are not in the Torah as proper and thus goes ahead to explain them (Steinberg, 1965). The Jews firmly believe that they are the God’s chosen people who have the duty of shedding light to all other nations around the world. God made a covenant with the Jews through Abraham and later renewed the same covenant with Moses, Isaac and Jacob. The worship of Yahweh was mainly centralized in Jerusalem ever since the time of King David. The demolition of the 1st Jerusalem temple by the people of Babylon which was later followed by the Jews exile ushered in a new hope of national reinstallation under messiah leadership. The Persians later freed them from exile, but the rebellion failed against the Romans made the second temple to be destroyed and the subsequent dispersal of the Jews around the world (Grabbe, 2000). Judaism religion emerged to substitute the practices and beliefs linked with the Jerusalem temple, this was mainly because the Jews carried with them their religion and culture through their strict observance and via a scholarship of tradition. The greatest part of the commentaries and oral law were written down by the Mishna and Talmud. Judaism religion continued despite that it experienced very harsh persecutions by several nations around the world (Steinberg, 1965). The Judaism religion regards itself as a widespread religion; this is due to the fact that it views is laws to be appropriate for all mankind. It has a distinction between the non Jews and the Jews. The traditional Judaism requires all the Jews to follow all the commandments found in the Bible. On the other hand the non Jews should only follow seven laws out of the six hundred and thirteen laws. These seven laws demand that everyone whether a Jew or a non Jew to believe in only one God, they forbid murder, blasphemy, sexual immorality and theft. They also prevent anyone from feeding on a living creature’s limb. The seven laws also mandate the setting up of law courts. The Jews believe that, a non Jew who follows all the seven laws to be righteous, and is therefore, just like a Jew who follows all the six hundred and thirteen laws that are upon him (Fine, 2001). The fundamental orientation of Judaism is practical. It has no body of doctrine that is officially recognized, but it has various beliefs that are quite essential to all the Jews. The Jewish belief is rooted in the Jewish law and not in any systematic Theology. The issue about punishment and reward in life after death is a new development in this religion. Pre occupation and asceticism with life after death are discouraged. Redemption is obtained via good conduct and not through faith. Judaism believes that everyone has a duty to contribute towards perfecting this world (Steinberg, 1965). The practice of this religion of Judaism has never been restricted to only the people who were born of the Jewish community. However, the attitudes towards one being converted to Judaism have varied significantly in various localities and periods. It has always been doable for the non Jews to join Judaism. In fact, some of the greatest individuals of Judaism were either people who had been converted into Judaism or their descendants. A good example is King David; he was one of Ruth’s descendants. Since people hood and religion are quite inseparable in the religion of Judaism, acceptance of the beliefs of Judaism makes one to eventually become one of the Jewish people (Grabbe, 2000). Judaism emphasizes that each and every Jew should be responsible for the other and they should therefore live like one big community, this has made the Jews to develop a great sense of unity. No Jew should look at another Jew nonchalantly when he or she is suffering. They are required to do all that is possible to make sure that they alleviate such Jews from the suffering they are going through. Hebrew does not have charity, but it uses tsedakah which means justice. It means that it is only proper and just for those Jews who are blessed with more to share them with the less fortunate Jews in the society. The Jews mutual responsibility for each other stretches to include even violation of law cases: if a Jew finds another Jew violating the law, he or she is supposed to rebuke the Jew who is violating the law (Fine, 2001). Judaism religion also emphasizes on the need to elevate profane to the holiness state. Thus, most of what would have been considered ordinary includes ritual components which are intended to sanctify. For example, while eating there has to be benedictions before starting to eat the food and after eating it. This makes the table to be similar to the altar. Judaism has a lot of laws which are meant to regulate the daily life of the Jews; the aim of this regulation is to modify the actions of man into God’s service. Judaism also regards the restrictions of Torah myriad upon the conduct of a Jew as ones that elevates him. It views the uncontrolled expression of mankind’s appetite similar to that of the animals and the control measures placed upon mankind serves him by raising him higher. Thus, before a Jew eats any food, he has to first consider whether the food in question meets all the dietary law requirements. If it fails in any then he cannot proceed to eat it as he will consider doing so as violating the law (Fine, 2001). Asceticism is not considered as a virtue in Judaism. The Midrash provides that when everyone accounts for herself or him self following his or her death, such a person has to account for all the allowed pleasures of the world which he restricted himself from doing while on earth (Grabbe, 2000). Conclusion Judaism religion is mainly found in among the people of the Jewish nation but has never been restricted among these people only as it also accepts people from other origins to join them and thus practice the doctrines of the religion. The Jews, who are the members of Judaism, consider themselves to be the people who have been chosen by God and thus all other tribes in the world should follow them. The laws of the Jews, according to Judaism are applicable in all circumstances to all nations around the world which makes the Jews to claim that their religion is universal. Reference: Fine, L. (2001): Judaism in practice: from the middle Ages through the early modern period; ISBN 0691057877, Princeton University Press. Grabbe, L. L. (2000): Judaic Religion in the Second Temple Period: Belief and Practice from the Exile to Yavneh; ISBN 0415212502, Routledge. Steinberg, M. (1965): Basic Judaism; ISBN 0156106981, Harcourt, Brace, Jovanovich.

About the United States Constitution Essay Example for Free

About the United States Constitution Essay Essay 1 The Constitution of the United States created the form of government known as federalism. The national and state governments each have specific powers and functions, while also sharing some of the same powers. The Constitution made the agreement that any laws passed under the constitution would be the supreme law of the land. Three separate branches were created; the legislative, executive, and judicial. **********The new Constitution resolved the weaknesses of the Articles of Confederation to the extent that it created a new system of government that was equipped with the necessary powers needed to implement changes through compromises, the passing of laws, and the levying of taxes. During the Constitutional Convention of 1787, delegates met in Philadelphia to discuss the difficult problems the new nation faced. The Framers decided that in order to facilitate change within the nation, the Articles of Confederation needed to be replaced with a new plan for government that would give the federal government more power to implement the changes necessary for the progression of the nation. The next step was to devise a plan for the government that would be accepted by the people of the nation. A series of compromises, known as the Three-Fifths Compromise, and the Great Compromise, were created. The Virginia Plan, created by James Madison, included an executive branch, courts, and a bicameral legislature where representation in each house of Congress would be based on each state’s population. This plan enticed delegates from heavily populated states such as, New York; however, the small states feared a government subjugated by the large states would give them no say. The New Jersey Plan, devised by delegates from the smaller states, included a unicameral legislature in which states would have equal representation. Within this plan, Congress had the power to set taxes and regulate trade, which were powers it did not have under the Articles of Confederation. The New Jersey Plan was not accepted because ******larger states thought they should have more power. After six rigorous weeks, *the delegates came to a compromise later known as the Great Compromise. The compromise proposed that Congress have two houses, a Senate and a House of Representatives, in which the Senate granted equal representation and the House granted representation based on population. In the Articles of Confederation, there was only *one vote per state. To pass laws, nine out of the thirteen colonies had to be in  favor of it and to make amendments; all thirteen colonies had to be in favor of the idea. The Great Compromise included that two thirds of the Senate and the House had to agree on a law or an amendment for it to be passed which was much easier. The compromise pleased both groups, but they were not completely satisfied. The Great Compromise directly dealt with the weaknesses within the Articles of Confederation and for this reason it gained popularity. The Three-Fifths Compromise came about after the Great Compromise which answered some of the remaining questions such as, who could vote. The compromise stated that every five enslaved persons counted for three free persons therefore, three-fifths of the slave population in each state would be used in determining representation in Congress. Americans were not all in favor of the Constitution at first, they were known as Anti-Federalists. They thought that the document would take away their liberties that Americans had fought hard to win from Great Britain. Their main argument was the new Constitution would create a strong, federal government and ignore the states and it lacked a bill of rights to protect individual freedoms. Those who were supporters of the document called themselves Federalists. They believed the Constitution would create a system of federalism, a form of government in which power is divided between the federal government and the states. The Federalist Papers, written by John Jay, Alexander Hamilton, and James Madison, was what won the Anti-Federalist’s support of the document. In a series of essays, they argued that the United States wouldn’t survive without a strong federal government and reassured the document would protect their nation. Both the Anti-Federalists and the Federalists came to the conclusion that if the Constitution was adopted, the new government would add a bill of rights. The Constitution was completely ratified in 1790 which made the thirteen independent states a united nation, The United States of America. The new Constitution created a framework for the government, which was the something the Articles of Confederation lacked. Three branches within the legislative were created to make sure the federal government would stay stable. Each branch had specific powers while also having the ability to check the powers of the other two branches. The legislative branch, also known as Congre ss, made the laws. The executive branch enforced the laws and is headed by a president and vice president. The judicial system was created in which the  supreme court of the U.S would have the final say as to the constitutionality of laws. In order to avoid one of the branches from gaining too much power, the Framers included a system of checks and balances. This system allowed each branch of government to limit the power of the others. Therefore, the new Constitution resolved the weaknesses of the articles of confederation to the extent that it created a new system of government that was equipped with the necessary powers needed to implement changes through compromises, the passing of laws, and the levying of taxes. The government was able to tax and secure individual freedoms. The thirteen independent states became one nation, The United States of America. Although, not all of the problems of the Articles of Confederation were resolved, the new Constitution created a foundation for our government today.

Brand Extensions In Fashion

Brand Extensions In Fashion The Indian market and the Indian consumer are evolving. India is currently on its growth path, and India, currently the worlds twelfth-largest consumer market today is expected to become the fifth-largest consumer market by 2025 (Zachariah, 2012).The Indian consumer has become aware and is moving from need based to kind of need based, thanks to the upbeat mood of the economy and populations increasing integration with globalised lifestyle and consumption patterns (Gupta,2011).The Indian consumer market, primarily dominated by the younger generation, is also becoming increasingly sophisticated and brand conscious. The Indian consumer today prefers to carry out a research and compare various brands and product features, prices etc before making a purchase decision. In most cases their evaluation and the purchase decision is based on their previous experience with a brand or a friends suggestion. These changes in the Indian market and the Indian consumer have created opportunities as we ll as challenges for the Indian and the multinational companies operating in India, and these challenges have called for innovative and pragmatic responses from the marketers (winning with the Indian consumer, 2012 )(Zainulbhai, 2009).Thus, various companies, in order, to respond to the constantly changing consumers needs and to understand what they truly value, are trying to build their brands and businesses around this new Indian consumer. To keep at pace with the evolving market and to claim success in this rapidly changing marketplace, companies are innovating with increasing speed, efficiency, and quality and launching new products to satisfy constantly changing consumer demands. New product and brand development has thus, become one of the most powerful business activities (Gupta,2011). But one of the challenges of brand management in todays over-cluttered world of information is to generate strong and positive feelings towards a specific brand and build brand equity. The new products, brands thus, easily become prone to failures because building brand equity is difficult due to many factors like the high level of advertisement costs and the increasing competition (Zachariah,2012). Therefore, in an effort to reduce new product and brand failure rates and to maximize the returns for their stakeholders, more and more companies with strong brand equity are opting for brand extensions, as they believe that innovating products within established brands that consumers trust is a powerful strategy(Gupta, 2011) 1.1.2 Brand extension, an important marketing strategy Brand extension is a marketing strategy, in which a firm marketing a product with a well developed image uses the existing brand name, in the same or a different product category. Organizations use this strategy to increase and leverage brand equity. It increases awareness of the brand name and increases profitability from offerings in more than one product category. A brands extendibility depends on how strong consumers associations are to the brands values and goals (Jonathan Ablett, 2007).Brand extension is, thus one of the, new product development strategies to introduce new products, create awareness and promote new products benefits and to create sales, since launching a new brand is risky, time consuming and also requires a big budget. But like everything else there are various advantages as well as disadvantages of brand extensions. Some of the benefits being that it makes acceptance of new product easy and also has feedback benefits for the parent brand and the organization. Whereas, on the other hand, if the brand is extended into an unrelated market or is extended too far, then it might lose its reliability, and also, the new product might generate implications that in turn might damage the image of the core brand. Therefore, poor choices for brand extension may dilute and deteriorate the core brand and damage the brand equity, and result in a diluted or severely damaged brand image. In the past, along with many successful brand extensions there have also been many failures. The failure of extension may come from difficulty of connecting with parent brand, a lack of similarity and familiarity and inconsistent messages conveyed to the consumer(Ashok Gopal,2006).In case of brand extension failures, the equity of a brand can be significantly affected, and they can also disturb and confuse the original brand image and meaning in the mind of the consumer. Thus the marketers need to pay close attention to brand extension strategy, because one small mistake can be of considerable damage to the brand equity. A number of elements related to the existing brands, in a companys portfolio need to be considered. The current equity of the brand should be transferrable to the extended product/category and it is also essential that the effect a brands current equity will have in the branding strategy is well understood. So basically while evaluating a brand extension opportunity, some fundamental questions need to be considered by the brand managers, i.e. if it makes sense strategically, for the brand and the company in terms of its product and brand portfolio ; further, if it makes sense strategically, then will the change fit in terms of brands equity ; and lastly, if the change makes sense strategically and the brand logically fits into the new market, then will it be profitable for the company. 1.1.3 Role of consumer in evaluation of brand extension Another important factor to be closely studied by the marketers when considering brand extension is consumer. In fact, consumers evaluation of brand extension plays a major role in determining success or failure of an extension, with consumer playing a moderating role in the evaluation process. It is the consumer, who has the ability to process information into useful knowledge by measuring and comparing the difference between core brand and extension product on the basis of former experience and knowledge. Consumers evaluation is a part of consumers buying behavior process, which often takes place over a period of time. The consumers buying behavior process consists of, searching for, evaluating, purchasing and using of products and services that the consumers expect will satisfy their needs. The overall goal during this decision process is to evaluate various alternatives and choose the product that satisfies them in an optimal way. Therefore the brand managers and the marketers, c onsidering brand extensions are required to study the consumer buying behavior for better understanding of the consumer. 1.1.4 Brand extensions in the world of fashion In the world of brand extensions, fashion brands have a relatively easy path from clothing to fashion accessories. It is not uncommon, for example, to see brand names that may have started their lives associated with fine clothing become equally known for handbags, footwear, jewelry and other accessories. In fashion industry, brands from the luxury segment also get into extensions, through brand diffusion, wherein they mix haute couture with lower priced range of ready to wear, at the same time there are some luxury brands refuse to go in for the same, because they feel that this would just confuse the existing customers of the brand. But a perfect example of a fashion brand, which has successfully got into various line and category extensions, is Armani. The brand has successfully extended itself by sticking to the core values of the brand i.e. by been consistent in its strategy of launching exclusive products to a high end category of customers. Similarly, many fashion brands have successfully evolved and extended themselves into various lines and categories. For instance, Ralph Lauren, a brand that began almost 40 years ago with a collection of ties has today grown into an entire world, redefining American style. The brand includes childrens wear, eyewear, underwear, jeans wear, shoes, accessories, house wares, furs, luggage, and a range of many other products, and over the years the brand has not suffered from brand image dilution due to rapid expansion and instead has only strengthened with time is because, it has been able to maintain its American Aristocrat image all along, i.e. the brand has always stood for providing quality products, creating worlds and inviting people to take part in his in dream, and has been able to maintain it across the extensions. But not all brand extensions are accepted by the consumers, like in case of levis. In the early 1980, when the brand had attempted to introduce a tailored classics line of mens suits, the extension was not well accepted by the consumers due to the lack of fit between the brands informal, rugged, outdoor image and the image the company sought from its suits. 1.2 Problem Identification Consumers play a major role in determining the success and the failure of the brand extension. Consumers evaluation of brand-extensions is in turn influenced by various factors. Most of the existing literature on the same focuses on the western countries, thus limiting the validity of the findings to our country. This study aims to fill this gap by studying consumers evaluation of brand extensions in the Indian context, for the fashion and lifestyle brands in India. 1.3 Project Objective To define the role of brand equity in shaping consumers attitude about a brand extension. To determine the various factors that influence Indian consumers evaluations of brand extensions, especially of premium fashion and lifestyle brands based in Delhi, NCR. 1.4 Research Approach Literature Review: The approach to writing this paper included literature review to understand the context of consumers decision making, brand extension (branding strategy), and consumers attitude towards brands extensions. For a good understanding of the same, various case studies of brand extensions in the west and in India were explored. Studying various success and failure stories, helped in determining how consumers evaluate brand extensions and the various steps a brand needs to adopt when considering a brand extension. Methodology: Primary and secondary research methods were used for the study. Primary research method was used to ascertain the learning and reflections from the literature review for the Indian market and consumer. It was done with the help of quantitative research by conducting structured surveys, with the help of self administered questionnaires, with close ended questions. Secondary research method was used to study the premium fashion and lifestyle brands in India already into or working towards brand extensions. 1.5 Scope The research has helped in establishing the role and importance of various factors in shaping consumers attitude about brand extension and also the significance of consumers evaluation of brand extension in making it a success or a failure. 1.6 Significance and Value Since, India has heterogeneous consumer segments, and every segment has different needs, this study will be of great help for fashion and lifestyle brands in taking insightful decisions within consumers decision making/consumers evaluation parameters regarding brand extension in India. Moreover, a lot of fashion and lifestyle brands in India are diversifying into new segments due to many reasons like in order to increase their shop productivity, to make shoppers spend more time in their shops and buy more, etc, but at the same time there is also a lot of risk involved in extending into new segment. This study will help them to understand consumers evaluation criteria, which will in turn help them create a connection with their consumers. Limitations The limitation of the study is that the research could not explore the entire Indian market due to geographical constraints. Chapter 2: Literature Review 2.1 Brand Principles of Marketing, by Philip Kotler and Gary Armstrong and the American Marketing Association (2008) defined brand as a name, term, sign / symbol or a combination of these that identifies the maker or seller of the product and differentiates them from those of the competition. Aakers (1991) widely accepted definition of a brand is to identify the goods or services of whether one seller or a group of sellers, and to differentiate those goods or services from those of competitors. Brands are thus, valuable assets and tools influencing consumer behavior which includes awareness, choice, use, satisfaction, recommendation, trust and loyalty. They reduce information search costs and risk for consumers and deliver quality, values, promises, and lifestyle enhancement (Czellar, 2010) .According to Keller (2002) the benefits of a strong brand can be categorized under 4 different categories, namely, product-related effects, price-related effects, communication-related effects and channel related effects. Product-related effects of brand include consumer product evaluations, consumer confidence, perceptions of quality, and purchase rate positively related to a brand name. If consumers are well aware of a brand, their attitude and their purchase intention toward the brand are increased. Price-related effects refer to the fact that brand leaders have higher priced positions and consumers have a lower level of price sensitivity toward those leaders. Communication-related effects refer to how the evaluation of brand advertising can be positively biased when consumers have positive feelings toward a brand which is a well known and well-liked brand and the effect of the well-known brand, which is most likely to have competitive advantage in marketing activities, is the channel-related effect. 2.2 Fashion and Branding According to Solomon and Rabolt (2004), fashion is defined as a style that is accepted by a large group of people at a given time. Generally people use the term fashion and style interchangeably. In the fashion context, consumers choose a certain fashion brand over others because they are associated with a certain style (Ferney et al.2005).The way individuals have their own distinctive personalities and styles in the manner of living, speaking as well as dressing, the brands too can be associated with a particular personality, because branding has the propensity to distinguish a brand from others by creating an individual brand personality, by using different brand elements like name, logo, symbol, and package design(Newman and Patel ,2002).Branding is important in fashion retailing as the brand can project a specific image like personality, sex, lifestyle and age, to the target consumers. Like in case of a sports brand, the attribute of sporty feeling would be formed in consumers mi nd whereas a casual fashion brand would be associated with the casual attribute (Keller 2002). The brand image allows fashion merchandise to communicate a distinct symbolic meaning, through merchandise, store atmosphere, sales associate attraction with customers, and marketing campaign, between the retailers and the consumers (Ferney et al, 2005). Newman and Patel discovered that brand image is crucial in this intensely competitive fashion retail sector. As different types of fashion consumers are matched with particular clothing styles, brand image can create a point of difference and assist consumers in selecting a suitable fashion brand. A successful fashion brand can capture the market share and maintain a positive relationship with its customers, therefore creating an appropriate fashion brand is one of the primary ways for the marketers to differentiate the products from the competitors. In brief, fashion and branding are closely related (Solomon and Rabolt 2004; Newman and Pa tel, 2002). 2.3 Brand Equity In Building Strong Brands, David Aaker defined brand equity as a set of brand assets and liabilities linked to the brand-its name and symbols-that add value to, or subtract value from, a product or service. The major asset categories are brand loyalty, brand name awareness, perceived quality and brand associations. http://www.tvonlinesurveys.com/enquete/Brand%20equity%20model%20Aaker.bmp(Aakers Brand Equity Model) The model mainly talks about how brand equity is formed of five components and how each has a role to play in the performance of the brand and indicates that how the brand equity will rise with the increase in brand loyalty, brand name awareness, and perceived quality and with stronger and positive brand associations and also with the increase in the number of brand related proprietary assets. This model can thus be used to get to grips with a brands equity and gain insight into the relation between the different brand equity components and the future performance of the brand. Apart from the five components, the model also reflects indicators or the consequences of the pursued branding policy. (Aaker, 1991) The five components and the factors having an influence on these components are: Brand loyalty: Aaker (1991) defines brand loyalty as the attachment that a customer has to a brand. Two different levels of loyalty are classified: behavioral and cognitive loyalty (Keller, 1998). Behavioral loyalty can be indicated by a number of repeated purchases (Keller, 1998) or commitment to buy the brand as a primary choice .Cognitive loyalty refers to the consumers intention to buy the brand as the first choice .Another indicator of loyalty is the customers willingness to pay higher price for a brand in comparison with another brand offering similar benefits. The extent to which people are loyal to a brand is expressed in the following factors: Reduced marketing costs, as hanging on to loyal customers is way cheaper than charming potential new customers. Trade leverage, as loyal customers represent a stable source of revenue for the distributive level. Attracting new customers, as current customers can help boost name awareness and hence bring in new customers Time to respond to competitive threats, as loyal customers that are not quick to switch brands give a company more time to respond to competitive threats. (Aaker, 1991) Brand awareness: It is a key determinant of brand equity. It is defined as an individuals ability to recall and recognize a brand. Top-of-mind and brand dominance is other levels of awareness included by Aaker (1996) in measuring awareness. Awareness can affect customers perceptions, which lead to different brand choice and even loyalty (Aaker, 1996). A brand with strong brand recall (unaided awareness) and top of mind can affect customers perceptions, which lead to different customer choice inside a product category. The extent to which a brand is known among the public ,can be measured using the following parameters: Anchor to which associations can be attached (depending on the strength of the brand name, more or fewer associations can be attached to it, which will, in turn ,eventually influence brand awareness) Familiarity and liking (consumers with a positive attitude towards a brand ,will talk about it more and spread brand awareness) Signal of substance/commitment to a brand. Brand to be considered during the purchasing process (to what extent does the brand form part of the evoked set of brands in a consumers mind) (Aaker, 1991) Perceived quality: It is defined as the customers judgment about a products overall excellence or superiority in comparison to alternatives brand and overall superiority that ultimately motivates the customer to purchase the product (Aaker and Jacobson, 1994). It is difficult for customers to make a rational judgment of the quality. They are likely using quality attributes like color, flavor, form, and appearance of the product and the availability of production information to infer quality. The extent to which a brand is considered to provide good quality products can be measured on the basis of the following criteria: The quality offered by the product / brand is a reason to buy it. Level of differentiation/position in relation to competing brands. Price, as the product becomes more complex to assess and status is at play, consumers tend to take price as a quality indicator. Availability in different sales channels, i.e. consumers have a higher quality perception of brands that are widely available. The number of brand extensions (this can tell the consumer the brand stands for a certain quality guarantee that is applicable on a wide scale) (Aaker, 1991) Brand associations: Consumer must first be aware of the brand in order to develop a set of associations. Brand association contains the meaning of the brand for consumers; it is anything linked in memory to a brand (Aaker, 1991). Brand associations are mostly grouped into a product-related attribute like brand performance and non product related attributes like brand personality and organizational associations. Customers evaluate a product not merely by whether the product can perform the functions for which it is designed for but the reasons to buy this brand over the competitors. Brand personalities include symbolic attributes (Aaker, 1996; Keller, 1993) which are the intangible features that meet consumers needs for social approval, personal expression or self-esteem. The associations triggered by a brand can be assessed on the basis of the following indicators: The extent to which a brand name is able to retrieve associations from the consumers brain, such as information from TV advertising. The extent to which association contribute to brand differentiation in relation to the competition (these can be abstract association or associations with concrete product benefits) The extent to which brand associations play a role in the buying process (the greater this extent ,the higher the total brand equity) The extent to which brand associations create positive attitude/feelings(the greater this extent, the higher the total brand equity) The number of brand extensions in the market (the greater this number, the greater the opportunity to add brand associations) (Aaker, 1991) Other proprietary assets: Some of the examples are patent and intellectual property rights, relations with trade partners, etc. (the more the proprietary rights a brand has accumulated, the greater the brands competitive edge in those fields) (Aaker, 1991) The model also provides an insight into the criteria that indicate to what degree actual value is created with both consumer and company due to pursued branding policy. However, this model does not make a clear distinction between added value brand can have for the consumer /customer and added value it can have for the brand owner/company and does not even discuss the process that goes into building strong brands, and is only useful to gain insight into the various brand equity components and the relation between them. (Wood, 2000) 2.4 Kellers Customer-based Brand equity model This model depicts the process that goes into building strong brands. It is set in the realm of brand added value, i.e. the focus of this model is on the added value a brand offers its customers/consumers. Kevin Lane Keller introduced this customer-based brand equity model, and has defined it as the differential effect that consumers brand knowledge has on their response to the marketing of that brand (Keller 1993).Differential consumer response is mainly based on consumers knowledge of the brand as well as the favorability of associations. The model is made up of various steps, which should be taken in a fixed order. The model talks about the six dimensions of brand equity, namely, brand salience, brand performance, brand imagery, consumer judgments, consumer feelings and brand resonance. According to Keller, the highest level of brand equity is realized when the top of the pyramid is attained. In his view, the resonance comes about when the consumer has a high level of awareness of and familiarity with the brand and holds some strong, favorable and unique associations in memory. (Keller, Strategic brand management, 2002) http://markhendrikse.squarespace.com/storage/post-images/july-2009/cmmemodel.jpg?__SQUARESPACE_CACHEVERSION=1247443493748 (Kellers customer based brand equity model) The six dimensions and the process that goes into building of strong brands, as identified by Keller are: Brand Salience: The first step in the development of a strong brand involves describing its identity, and revolves around the question: Who am I? .To achieve this, the brand managers need to ensure that the customers should be able to identify with the brand. A clear associative link between the brand and a specific product class/category has to be established in the mind of the consumer, this also further helps in creating a solid footing for the building of brand awareness and knowledge. Salience basically refers to how familiar consumers are with a brand and whether the brand is actively considered when consumers find themselves in purchase or consumption situations. A high level of salience means that a consumer has knowledge of both the depth and the width of a brand, (depth here refers to the ease with which a brand can be activated in the consumers brain, while width refers to the extent to which happens when the consumer is making a purchase decision.)Brand Salience is thus a precondition for moving up on the brand pyramid. (Keller, 2002) (Keller, Strategic Brand Management: a european perspective, 2008) Brand performance and brand imagery: when brand salience has been realized, the process moves on to the next steps in the development of brand meaning. The second step basically answers the question: What am I?This question is answered by using intrinsic (tangible) and extrinsic (intangible) characteristics of a brand.(Intrinsic characteristics refer to the degree to which a product/service is seen to perform by consumers, and extrinsic characteristics refers to how consumers think about a brand. In order to boost overall brand equity the focus needs to be on both brand performance and brand imagery, since they together add on to the brand associations. Raising brand performance starts by delivering a product/service that fulfills current customers needs, followed by attempts to surpass the triggered customer expectations. Brand imagery on the other hand can be increased by tailoring to consumerspshyco-social needs. Imagery refers to what people think about a brand (in terms of value and meaning) and not so much about what exactly the product does or can do (in terms of functionality).It can be raised directly by creating brand experience or indirectly through advertisement. In the end, these two dimensions together need to bring about certain brand associations that are strong, positive and unique. These dimensions also play an important role in creating brand loyalty. (Keller, 2002) Brand judgments and brand feelings: After realizing strong, positive and unique brand associations, the third step deals with the way consumers think and feel about a brand. This step basically contains the responses to the efforts from step 2(performance and imagery).the brand is evaluated and judged at this stage, formulating a certain attitude towards the brand. The two dimensions at play here are: brand judgments (rational) and brand feelings (emotional).the former denotes the opinion consumers have of a brand, and how they evaluate the brand. The opinion in this case is formed rationally and based on three criteria, quality, reliability and superiority. Brand feelings on the other hand are the emotional reactions by consumers to brands and their marketing efforts. What feelings does the brand evoke in the consumer, and in the social environment? Are these feelings intense or not, positive or negative? These feelings can very strong and can have an affect on brand observation dur ing actual use of the product. These feelings are based on various factors, namely, warmth, pleasure, tension, security, social acceptance and self respect. (Keller, 2002) Brand resonance: once when the consumer has acquired a positive idea of the brand in both a rational and an emotional sense, a solid base is created to further jump on to the last stage. This stage answers the question whether the consumer is willing to enter into a (lasting) relationship with a brand. If this stage is attained, then its considered as the brand has achieved true brand loyalty, where the consumer identifies him/herself with the values of the brand to a considerable degree and is willing to invest in a relationship. Brand resonance is an ultimate relationship between a brand and a consumer. The closeness of the bond can be measured using factors like loyalty, emotional bond, being a member of a brand community and active brand involvement. (Keller, 2002) Brand equity if used appropriately, possesses a huge potential to create advantages and benefits for the firm, the trade and the consumer. Some of the benefits of strong brand equity being, improved perceptions of product performance, greater loyalty, less vulnerability to competitive marketing actions and marketing crises, larger margins , more inelastic consumer response to price increases and more elastic consumer response to price decreases ,greater trade cooperation and support ,increased marketing communication effectiveness along with licensing opportunities and additional brand extension opportunities.(Wood ,2000 ; Feldwick, 1996) 2.5 Brand equity and brand extension Brand equity can be leveraged by building it, borrowing it, or by buying it. Building brand equity is not an easy task due to the rapid increase in the number of brands and the intense competition that is prevalent in many industries. Thus, the brands generally prefer to opt for the alternatives to building brand equity i.e. by borrowing it or buying it. (Moisescu, 2005; Tuominen, 1999) Since the study focuses on the role of brand equity in brand extensions, leveraging brand equity by borrowing it, will be discussed. Borrowing brand equity: According to Tuominen (1999), many firms borrow on the brand equity in their brand names by extending existing brand names to other products, which is referred to as brand extension. There are two types of brand extensions namely, a line and a category extension. A line extension is when a current brand name is used to enter new market segment in the existing product class, whereas, a category extension is when the current brand name is used to enter a different product class. A line extension occurs when a company introduces additional items in the same product category under the same brand name. A line extension often involves a different size, color, flavor or ingredient, a different form or a different application for the brand (Richard Elliot, 2006). Products in line extensions are technically congruent, i.e., similar in many attributes. They belong to the same product category or subclass. The vast majority of new-product activity consists of line extens ions. Excess manufacturing capacity often drives a company to introduce additional items. The company might want to meet the consumers desire for variety. The company may recognize a latent consumer want and try to capitalize on it (Moisescu, 2005). The company may want to match a competitors successful line extension. Many companies introduce line extensions primarily to command more shelf space from resellers. Line extensions involve risks. There is a chance that the brand name will lose its specific meaning. This is called the line-extension trap (Eun Young Kim, 2000) .The other risk is that many line extensions will not sell enough to cover their deve

How Employees Affect Consumer Behavior :: essays research papers

How Employees Affect Consumer Behavior Summary   Ã‚  Ã‚  Ã‚  Ã‚  I am going to discuss how employees affect consumer behavior and what I believe are the best ways to improve their effectiveness. I will be drawing upon my experiences as a consumer and working in a retail environment. Comments   Ã‚  Ã‚  Ã‚  Ã‚  No one fulfills your corporate philosophy or promotes your products and services more than your employees. They are like ambassadors representing the United States when the president can not be there in person. You need them to act on your behalf when dealing with customers. If the customers aren't treated well once in your store or business, what good does it do to use marketing to get them into your store or business. You also have the problem of each customer who was treated poorly, telling other people about their bad experience with your company. This might not seem like a big deal, but it is and it's even worse when people are telling others how great your competitor treated them.   Ã‚  Ã‚  Ã‚  Ã‚  I've had a few experiences where I have felt that I haven't been treated properly or fairly by store employees. Most of the time I've been able to find another person to help solve my problem and I was able to walk away a satisfied customer. There are some instances when I have consciously went to a competing business, because of the way I was treated. I know I am not the only person who does this, so I feel it is very important to have a work force that helps market your products, by being friendly and knowledgeable. This will prevent customers from turning away from your products and services. Ask your workers if they would recommend your product or service to their family and friends. If your people lack confidence in your company, you need to find out why and fix it. You want them to be proud to use your product or service so they can convey this feeling to the customers.   Ã‚  Ã‚  Ã‚  Ã‚  Some of the things that turn off consumers are long lines and employees who don't pay attention or just go through the motions. Rudeness, impatience, and judgmental remarks are very damaging to your company image. Workers who are poorly trained or don't know about your product or service serve no purpose and let down customers. Lies, dishonesty, and promises that are broken cost companies a lot of business when you look at the long run. Ask your workers if they would recommend your product or service to their family and friends. If your people lack confidence in your company, you need to find out why and fix it.

Family at the Bedside Essay -- Health, Spirituality and Holistic Care

Discussion of family presence during invasive procedures has been ongoing for many years. Some healthcare organizations have instituted policies to allow family members to be present during invasive procedures, which they would previously forbid during these procedures. Attitudes of healthcare provider’s differ drastically. (MacLean et al., 2003) This paper will illustrate the important benefits of having a family member present during these procedures. Terms used in this search includes: Pro family at bedside, Importance of family at bedside invasive procedure, Family centered car in the operating room and position statement on Family presence. The following articles were deemed appropriate for this paper. 1. Baumhover N, Hughes L. Spirituality and support for family presence during invasive procedures and resuscitations in adults. American Journal of Critical Care July 2009; 18(4):357-367 Several health organizations have made recommendations and written guidelines to include family presence at the bedside during invasive procedures. A quantitative study was done of health care professionals exploring their thoughts and attitudes to family presence during invasive procedures. This article explores the importance of Spirituality and holistic care. The design for this study was exploratory, descriptive, and correlation. The setting was a 210-bed not-for-profit Christian-based hospital located in the Southwestern United States. Data was collected from the individuals in this study and analyzed. The study found that 58% of nurses Compared with 34% of physicians and physician assistants strongly agreed that family presence during invasive procedures is a patient’s right. This study ... ...eterization, 84%; sedation and analgesia, 81%; bladder catheterization, 80%; sutures, 79%; lumbar puncture, 66%; and cardiopulmonary resuscitation maneuvers, 44%. The families’ reasons for being present included calming the child, suffering less anxiety, and watching over the procedure. Eighty percent thought that the family’s presence could be beneficial. 10. American Heart Association. 2005 American Heart Association Guidelines for Cardiopulmonary Resuscitation and Emergency Cardiovascular Care. Circulation 2005; 112:Supp IV-1-IV-211.Retrieved December,7,2010.From: http://circ.ahajournals.org/cgi/content/full/112/24_suppl/IV-6 The American Heart association support having family members present during invasive procedures. They have out clear and concise directions on establishing a family member presence at the bedside that any hospital can adapt.

The Iran Hostage Crisis Essay -- Diplomacy

President Carter’s New Year’s 1979 toast to the Shah at a state dinner in Tehran, announcing that he was "an island of stability in one of the more troubled areas of the world†, set the tone of the stance the United States had with the Shah which indicated support. This led to the trigger of The Iran Hostage Crisis that lasted 444 days, in which Carter allowed an ally, the unpopular Shah to flee to the New York to receive medical care for his cancer and escaping the Iranian Revolution. On November 4th 1979 student demonstrators raided the US Embassy in Tehran, capturing 66 Americans, in which 13 women and minority hostages were let go almost immediately and 1 ill man shortly after. The dislike the Iranian people had for the United States began in the 1950’s, whereas the United States became allies with non-communist regimes, regardless of their country’s people support. 1953 marked the US’s decision to become an ally with the Shah, the leader of Iran. The United State’s tie with the Shah involved using Iran’s oil wealth for economic development, furthermore he purchased billions of dollars worth of weapons of security from the US. In 1979 the monarchy was overthrown by radical Islams that were supporters of Ayatollah Khomeini, a Shia Muslim religious scholar. The motive of the Iranian students was to demonstrate their rebellion against the Shah, in which their demand was the return of the Shah for trial then execution, additionally they asked that the US stay out of their country’s internal affairs. Carter’s approach imposed the protection of the American hostages but also ensuring the alliance with Iran, this had a negative response that affected him being reelected. Carter entered office in 1977, a crucial time of America’s... ...Annapolis, MD: Naval Institute, 1985. Print. Smith, Steve. Policy Preferences and Bureaucratic Position: The Case of the American Hostage Rescue Mission. International Affairs (Royal Institute of International Affairs 1944-) Vol. 61, No. 1 (Winter, 1984-1985), pp. 9-25 Published by: Blackwell Publishing on behalf of the Royal Institute of International Affairs Article Stable URL: (JSTOR) Hollis, Martin and Smith, Steve. Roles and Reasons in Foreign Policy Decision Making. British Journal of Political Science. Vol. 16, No. 3 (Jul., 1986), pp. 269-286. Published by: Cambridge University Press. Article Stable URL: (JSTOR) Pbs. "WGBH American Experience . Jimmy Carter . The Iranian Hostage Crisis | PBS." PBS: Public Broadcasting Service. 1996. Web. 07 Apr. 2011. .

Negative Impact of Advertisement Essay

Advertising is a tool widely used by businesses and the media to promote their products. Unfortunately, advertising is pushing America more and more into a quick downward spiral. Advertisement acts like a fish hook for consumers. They have baits about the interest and wants of their consumers. Then when consumers grab a hold of it, advertisers reel them in on buying the products. The majority of advertisements are alarmingly misleading. They also convey an unrealistic view of certain products. Companies pay millions of dollars a year on advertising and go beyond the limit to persuade their customers. Little do consumers know they are indulging in this unnecessary luxury with nothing to gain. Advertising is unethical due to its negative impact on children, false images, and unrealistic expectations; however, advertisements do perform an important role on providing services to society. Without a doubt children are affected the most by advertising. At a young age, a child allows their mind to be molded and constructed. They don’t have much understanding of all the negative effects of the media and its advertisements. Children grow up to be everything they are surrounded by, as they are very susceptible to all outside influences. In many cases, children are most likely tended to misinterpret the messages conveyed through the advertisement. They end up having misinformed beliefs about many issues, which creates a desire to own a particular product being advertised. Joseph McLaughlin, a researcher from Fordham University, stated that â€Å"Children younger than 6 are especially susceptible to television advertising because many of them can’t tell the difference between a commercial and a program.† Because they are not able to distinguish the difference, glossy images in magazines, billboards, or flashy advertisement on television only create the im pulse for excessive desire to buy. Eric Schlosseris a well-known journalist that wrote the article â€Å"Kids Kustomers†. Along with McLaughlin, Schlosser shares a similar statement about advertising toward children. He  says, â€Å"The aim of most children’s advertising is straight forward: get kids to nag their parents and nag them well† (521). This means that advertisers are trying to focus their attention to make kids want their products and nag their parents until they get it for them. Children are the future, and an important part of the present as well. With these kinds of effects of advertising on them, this only creates a very wrong impression on their young minds about living without the needs of materialistic joys. Above all else, advertising is unethical. It creates an unrealistic image that urges people to buy in on the product. It gives them a natural high from the initial â€Å"new† or â€Å"delicious† feeling and leaving them unsatisfied after the feeling has worn off. Fast food advertisements are well known for exaggerating their products. Katie Robbins from Delish, wrote an article called â€Å"Fast Food: Truth behind Advertising†. In the article she says, â€Å"It looked so juicy and hearty, piled high with crunchy pickles and onions and resting on a soft, pillowy bed of a bun. But the actual sandwich that greeted when we ordered it at the Golden Arches didn’t look quite like the images we’d been seeing on billboard. Tired and limp, it was the anemic younger brother of the plucky McRib of our dreams† (Robbins). This means that people invest in a product they believe they saw in the advertisement but in reality, it’s just a pathetic excuse for fast food joints to make money. False beauty in advertising and pressure to look good caused many women to strive for the ideal perfection. Like Robbins, Jo Swinson, a writer from CNNopinion also wrote an article about how advertising contains false images. She stated: For some, the desire to look as perfect as these models can become all-consuming, and a wealth of evidence suggests that people in the UK are experiencing serious body image problems — a trend undoubtedly replicated around the globe. People unhappy about their bodies can develop eating disorders, turn to diet pills or steroids, or try cosmetic surgery and Botox injections. This means that women everywhere are willing to starve themselves or go beyond the limit to get the perfect body, to make them look like their favorite celebrities even. Advertising create unrealistic expectations. Ads for prescription drugs aimed directly toward consumer have resulted in unrealistic expectations  about the effectiveness of the drugs and its side-effects. In these kinds of advertisements, the visual images only show healthy, happy people. It never truly shows the actual downside effects of the drugs. Beauty and health products share a similar component by not living up to their promises; therefore, resulting in wasting consumer’s money once again. Herman CP, a psychologist from PubMed stated, â€Å"The false-hope syndrome suggests that unrealistic expectations in advertising about dieting set dieters up for failure.† This shows that fitness and health ads set consumers up to failure when they don’t see a change in their body, thus lead them to lose hope and give up. Gina-Marie Cheeseman from TriplePundit, shares a similar argument with Herman about unrealistic expectations. She says, â€Å"One of the implicati ons is that is creates an unrealistic expectation about the product that the company is advertising. Airbrushing sure does create unrealistic expectations, and U.S. women are shelling out money to meet those expectations.† This means that women everywhere are spending money on products to enhance their beauty to look like the one they see in the advertisements. Little did they know, advertisers used Photoshop and airbrushing to enhance the look of their models. Advertising however, still plays an important role on providing services to society. It offers social benefits. Along with that, advertising can be used to promote free speech since it is free speech: â€Å"This is especially true in countries where free speech has been suppressed. Advertising there, especially when it comes from the Western world where free speech is embraced, can encourage the idea that free speech is important,† says by Miranda Morley, a writer from SmallBusiness. This shows that advertising can be influential to foreign country that doesn’t allow freedom of speech. Like Morley, John E. Calfee also talks about how advertising is useful. He says, â€Å"But advertising does much more. It routinely provides immense amounts of information that benefits primarily parties other than the advertiser. This may sound odd, but it is a logical result of market forces and the nature of information itself† (98). Through providing information, it gives it a reason for research, and that research is backed-up by a firm sponsor thus creates credibility through its products. Although advertising plays an important role in society, unfortunately it is one of the major reasons why America is spinning into a downward spiral, doing major harm with little positive intention. Murray Lunn, a writer from Helium says, â€Å" Deceitful advertising, over the years, have caused consumers to associated the majority of advertising as a â€Å"sleazy† attempt to make them buy a product or service; participating in these types of advertising methods can cause a â€Å"black eye† on a business to the marketplace.† This means that businesses may put themselves in danger in the marketplace if they participate in these deceitful advertising. An article written by Shelly Frost, a writer from SmallBusiness, talks about how advertising affects businesses. She stated, â€Å"The Company is sometimes charged a fine for both current false advertising and any future incidents of deceptive advertising. If the company is sued, additional expenses come in the form of legal fees and money that must be paid to consumers who filed the suit.† Companies could lose more many than what they spend on making the advertisements if they’re caught false advertising. Advertising has long been seen as a way to convince consumers to spend their dollars on products or services they may not truly need. It is unethical. Women, who would see beauty ads, would want to emulate the thinness and beauty of such models. Today’s society has become cultures of consumerisms, and it is teaching children the false sense of self-worth. Also those consumers that were given the false impression about a product through various forms of media tend to suffer the most from society’s portrayal of the perfect body. Advertising is unethical and if not monitor carefully, it can affect and individual more negatively than for the better. Works Cited Calfe, John. â€Å"How Advertising Informs to Our Benefits.† Common Culture: Reading and Writing about American Popular Culture. 4th Edition. Ed. Micheal Petracca and Madeleine Sorapure. Upper Saddle River, NJ. 2004. 97-109. Print. Lunn, Murray. â€Å"The Negative Effects of Advertising.† Helium. N.p., 03 Feb. 2011. Web. 04 Apr. 2013. Frost, Shelley. â€Å"Negative Effects of False Advertising.† Small Business. Chron, 05 June 2010. Web. 02 Apr. 2013. McLaughlin, Joseph. â€Å"Researcher Shows Negative Effects of Advertising on Children.†Fordhamn.edu. Fordham University College, 17 May 2010. Web. 08 Apr. 2013. Morley, Miranda. â€Å"The Positive Effects of Advertising.† Small Business. Chron. N.p., 11 June 2010. Web. 15 Apr. 2013. Robins, Kate. â€Å"Food in the News.Fast Food: Truth in Advertising?† Delish. N.p., 16 Nov. 2010. Web. 02. Apr. 2013. Swinson, Jo. â€Å"False Beauty in Advertising and the Pressure to Look ‘good'† CNN. Cable News Network. 10.Aug. 2011. Web. 01 Apr. 2013. CP, Herman. â€Å"Effects of expose to unrealistic promises about dieting.† PubMed. National Center for Biotechnology Information, 25 Mar. 2009. Web. 08 Apr. 2013. Cheeseman, Gina-Marie. â€Å"British Regulatory Agency Bans Christian Dior Mascara Ad.†TriplePundit. N.p., 25 Oct. 2012. Web. 08 Apr. 2013. Schlosser, Eric. â€Å"Kid Kustomer.† From Inquiry to Academic Writing A Text and Reader. 2nd Edition. Ed. Stuart Greene and April Lidinsky. Boston: Bedford/St. Martin’s, 2012. 519-526. Print.