Of Mice and Men Prologue

The sun set through the window of the bar. A girl with bouncing brown ringlets and yellow feathers in her hair and deep blood red lips was set on a bar stool talking to the bar tender, â€Å"I tell ya what Tony, one day I'ma be somethin', you just watch. I ain't selliin you no baloney. I'ma go into town, get outta this hell hole and make something of myself. I wasn't born to be a nobody singin' in a bar every night that's for sure, I'ma make it big Tony. I'ma be in the pictures one day.† â€Å"You need to stop dreamin kid. It ain't gonna get you nowhere just broken hearted. We all have our hopes an' dreams, but nothin' ever happens. You best go get ready now, you're on in five.† The girl was barely 16 in her bright blue eyes, but was looking more than 25 in her low cut sparkling sun yellow dress. She shuffled off her bar stool to the stage where she stood in front of her microphone facing the audience of big burly men shouting at each other, playing card games, and drinking ale. The man on the piano started playing and the room went silent, all except one voice and a piano. The sweetest sound anyone in that room had ever heard. The girl sensed all the men's eyes falling on her and she cherished the attention. She started to shake her hips and glide around the stage, lapping up the wolf whistles from all the men. Two men entered the bar, both the same height; One was an elderly men, with white hair and a beard, the other just slightly older than her. They stood out amongst all the other men in the room that were dressed in denim. They were seated at the table right in front of the stage. The girl couldn't take her eyes off the younger man. Something about the mystery of him was giving her stomach butterflies. She finished her show to a big applause and shouts from all the men apart from the two at the front who just applauded quietly. She took her place back at the bar, â€Å"say, Tony, what are them two doing here?† She pointed carefully at the men near the stage, â€Å"They certainly ain't from this town, for sure.† Tony looked over and sighed, â€Å"Don't know who they think they are, flashin' their stuff like they somethin' special, folk like them got no business in places like this†¦Ã¢â‚¬  Tony quickly stopped talking as he saw the youngest of the men walking over. â€Å"Hey, my name is Rico Millegrew, I work for a talent agency. Me and my old man heard you were good and came to check it out, we'd like you to join our agency, try you out for acting, get you in the pictures, we seen what you can do with your singing and you're quite a looker, we think you could really go far.† The young girl looked astonished, â€Å"What you tryna say?† Her face gleamed and the excitement grew inside her when she thought of all the nice clothes and money she'd have. â€Å"Just give me your address and I'll send a letter out to you first thing†. Tony who had been listening very carefully to the conversation slipped her a piece of paper and a pen, â€Å"Lola, think what ya doing kid, it could be a scam, you hear about this kinda stuff all of the time, guys pretendin' to be somethin' they ain't to take advantage of young girl like you.† Lola stared at him, â€Å"Shut up Tony! What do you know? Just ‘cuz you're goin' nowhere with your life don't mean you can try to ruin mine. I know you want me to stay here in this hell hole wit you ‘cuz you got no chances but I ain't, you hear me? This is my chane, I'ma make it big Tony and then we'll see who was right!† The anger flared in the girl's eyes as she listened to the cruel words of her friend trying to ruin her dream. In anger and excitement she scribbled down her address and name and gave the paper to the man, â€Å"promise ya'll write, you better make sure you write to me now!† The man looked at the stressed girl and muttered before leaving the bar with the other man. The girl grabbed her coat and ran underneath the moonlight, all the way to her house. She flung open the door, â€Å"Ma'!† she cried towards the middle aged morose looking woman sat next to the fire rocking a cradle. The woman stared at her like she was mad as she told her the story of the men at the bar and how she was going to make something of herself. â€Å"You're crazy!† she shouted at the young girl, â€Å"You ain't going nowhere, you're too young, you don't think we all have dreams? Well I had a dream once, look where I ended up! A single mother with six kids, and you screaming nonsense at me! Some life this is ain't it!† The woman panted to catch her breath, â€Å"Stop bein' so ridiculous, life ain't a dream, life ain't easy, you ain't takin' any easy route missy, you just gonna end up like me and all the other women in this god forsaken town, a worthless nobody, only good for poppin' out babies an' your husband runnin' off with some cheap lousy tart† The young girl was reduced to tears, she ran upstairs where she refused to come ou t of for days. Lola spent three, slow months waiting for the letter. She'd been panicking that it wasn't coming, worrying she had given the wrong information, blaming Tony for making her blow her top in front of them. After another three months, June was approaching. Eventually, 6 months of waiting and blaming everyone for it not coming had made Lola realise there would never be a letter. The hot sun gleamed through the bar window. Tony stood in his usual spot behind the bar cleaning glasses, he noticed the tired dead eyes and flat dirty brown hair of the girl that had just walked in wearing a dirt stained sun dress. After 6 months, Tony hardly recognised the girl that was staring at him and he immediately knew what had happened, she never got the letter. He didn't say anything, just got her a drink. â€Å"On the house.† He said to Lola. She was bewildered at his generosity after how she had treated him, â€Å"thank you,† she said solemnly and gave him a weak smile. She took her drink and set at the bar till the sun set, drinking till she was half-dead. â€Å"You've had enough Lola,† Tony said looking at the limp body sprawled across the bar, â€Å"you need to be getting off home.† He looked around the room for help and saw a small man with coarse wire hair standing near the bar, â€Å"you couldn't give me a hand now could you?† He asked the stranger. The stranger looked at the girl and said â€Å"Sure. My name's Curley by the way. This girl looks dead!† He put his arm around the girl and Tony did the same, â€Å"NO!† she shouted, â€Å"No, I'm not going back there! Not a chance in hell am I goin' to go back!† The men looked at each other dumb strucken, â€Å"Say, my old man owns a ranch not too far away, why don't she come stay up there for a few nights until she gets herself sorted?† Tony didn't know what to say, â€Å"I suppose she'd be alright, I've heard good things about the boss up at the ranch in Soledad.† The girl muttered a drunken plea, â€Å"Anythin' but that place †, she said. The men took the girl outside and placed her on a strong horse. Curley then climbed up and set behind her. â€Å"Make sure she's alrigh'!† said Tony to Curley. Curley looked at Tony and smiled, â€Å"Oh don't you worry, she'll be fine, I can sure pack a punch to anyone that tries to hurt her† he grinned. Tony was reassured and waved him off.

Body Ritual among the Nacirema Essay

Abstract In this paper I discuss what point Horace Miner was trying to make is his paper titled â€Å"Body Ritual among the Nacirema†. Horace’s paper is about America but in the perspective that America is a tribe of third world country or such. I go through the individual topics, which mostly make fun of American’s vanity, and I describe what he is really talking about. I try to summaries Horace’s paper and put it in â€Å"American† terms. Nacirema: The American Tribe Here in America we view ourselves as one of the most, if not the most, advanced societies in the world. Most of us feel that we are just the best, but if you really look at a lot of the aspects of our society in the eyes that Horace Miner provides in his paper â€Å"Body Ritual among the Nacirema† you may begin to think otherwise. In Horace’s paper he shows the reader how the United States of America could be viewed from the perspective of a more advance, or more developed country. You could think of it as what aliens might view us. I guess you could even say a that an underdeveloped country would view us in this way too, but by the tone it seems that its meant to be a view of America by someone that views America how Americans see other cultures such as an African tribe or third world country or cultures of that sort. The main topics he covers are on the vanity of Americans, but he also covers doctors, dentist, therapists, hospitals, and a few others things. Horace starts out by discussing the Nacirema shrine. The shrine is where the Nacirema worship themselves. This is obviously a bathroom. Since this is poking fun at Americans vanity, wherever people focus their time on cleaning and grooming and pampering themselves would be their shrine. How many shrines you have, and how nice your shrine is, is determined by how much money you have. Every Nacireman at least has one though. The Nacireman’s think the body is ugly and disease and dies if they don’t take care of it so performing these â€Å"ceremonies† are important and dire to survival and acceptance. Now two parts of the shrine that are most important are this charm box or  chest that is built into the wall, and the font that is under this charm box/chest. We know these things as a medicine cabinet and the sink that is underneath. Our water supposedly comes from some magical water temple where a priest makes it pure with ceremonies, which as we know our water is provided by our local water company who cleanse and treats it to make it full of chemical or pure by American standards. Now in this charm box I mentioned before are tons of charms and potions and things, which Nacirema believe they can’t live without, and they have so many that they don’t even know what all of them are for anymore. Well since the charm box is a medicine cabinet then we can safely assume that these charms are medicines, specifically prescription medicine. We know they are prescription medicines because they get them from the medicine men. Medicine men are just simply doctors. We must pay our doctors to get medicine and their services. In the paper he describes this as giving the medicine men gifts. In real life I hear all the time that you cannot read doctors writing especially on prescriptions and its comical that Horace writes that they write in a secret language that only the pharmacist can read, well, the herbalist as he puts it. As I said before he also writes about dentist and therapist, or what he calls â€Å"the holy-mouth-men† and â€Å"the listeners†. Since oral hygiene is something that is crucial in the Nacirema the holy-mouth-men are very important. Their ceremony described sound like a scene from the movie â€Å"Saw† but in all reality it is nothing more than getting a cavity filled. When he talks about the therepist he talks about how they expel the demons from your head but in reality they help get rid of your bad thoughts. The way he puts it though it makes it seem like they just listen and that’s it, that they serve no real purpose. Horace then goes on to describe several other things that ill describe briefly. He calls hospital, â€Å"Latipso†, and he talks about how crazy it is that the Nacireman even their people there because how horrible the care is. He makes some decent points but for the most part is just more crazy tribal exaggeration. He writes again how the Nacirema just basically hate their  bodies, and if their fat then they don’t eat and eat a bunch if they are skinny. He talks about boobs how they are either too big or too small and how girls get implants. He also says that some girls with implants show them off to make a good living, a.k.a strippers. Then the last topic he talks about is sex and how were not supposed to talk about it and we try to prevent it but conception is still high (I mean that’s totally true.weve all seen teen mom). â€Å"It is hard to understand how they have managed to exist so long under the burdens which they have imposed upon themselves. But even such exotic customs as these take on real meaning when they are viewed with the insight provided by Malinowski when he wrote â€Å"Looking from far and above, from our high places of safety in the developed civilization, it is easy to see all the crudity and irrelevance of magic. But without its power and guidance early man could not have mastered his practical difficulties as he has done, nor could man have advanced to the higher stages of civilization.†Ã¢â‚¬ (Miner) This part of the paper is what the whole paper is making fun of. This piece of satire is how americans view other cultures. We often say the same, that it a surprise that they’ve made it this far. I think America has made a little too complex in some aspect and parts of our life’s are burdens. Our lives here in America are not perfect and our customs defenatly a ren’t either, so to judge another culture that is at least mildly surviving is wrong. We cannot sit back and judge cultures that use â€Å"magic† because as the quote says, it is from these cultures that Americans came from. References Miner, H. (1956, June). â€Å"Body Ritual among the Nacirema† Retrieved from https://www.msu.edu/~jdowell/miner.html#anchor876436

College Rights versus Gun Rights Essay Example | Topics and Well Written Essays - 750 words

College Rights versus Gun Rights - Essay Example In my opinion, colleges should not be able to ban arms since this flawed decision may result in a probability of increased rate of rapes and murders at the campuses. Banning arms at the educational setup is simply a government’s guarantee to the trouble maker students that they are allowed to pursue their criminal activities and create pandemonium since the law-abiding innocent students would not have any weapon with them for their defense. Students for Concealed Carry on Campus (2009) present a valid report regarding the peace situation at the campuses which did not ban the right to carry guns. According to the report, eleven US universities allowed concealed carry and following this decision, no disturbing incidents like gun theft and gun violence have been reported by the college administrations. Proponents of gun rights argue for banning weapons from the campuses because in their opinion, carrying guns strengthens the bravado of emotional students who may shoot their profe ssors dead over trivial matters. Schulte (2009) says that nearly all states, except Utah, agree that carrying weapons on campus is a really bad idea. â€Å"Increased incidence of high-risk behaviors on college campuses, such as binge drinking and drug use, are commonly cited by anti-gun advocates as reasons to keep weapons off campus† (Smeck, 2011). ... he law with criminal intentions will get green signal for hitting the vulnerable targets and easily get away with their horrendous actions without being hit in reaction. Nowadays, the situation has worsened so much that violent crimes like rapes are happening on college campuses every single day. How are the innocent students supposed to react in a situation where they are forced to face serious danger by their enemies? They do not have any option but cowering silently after being cornered by the criminal student gangs. Proponents of gun rights seriously overlook the number of disadvantages brought on by banning gun rights by fervently sticking to the single factor that guns on campus policy is potentially conducive fore mass shooting breakouts, which can shatter the quality of educational atmosphere that is the hallmark of any good institution. In their report, Students for Concealed Carry on Campus (2009) claim that gun-control policies have visibly failed at many prestigious Ameri can institutions like University of Memphis, Delaware State University, University of Washington since the year 2000, causing many students injuries and death as a result of being virtually unprotected. Unfortunately, within two years of the horrific incident in which a Virginia Tech student deliberately shot 32 students and professors dead, a debate has initiated between the gun-rights advocates and the supporters of gun-carry laws (Roth & Haman, 2009). The gun-rights advocates have failed to convince the state authorities to pass a bill for allowing carrying guns at the campuses. Following the ruthless murders performed together by the Virginia Tech student, government’s decision to ban gun rights and not pass a bill that allows the students the right of concealed carry on campuses is

Humanitarian intervention only occurs when it supports the interests Essay

Humanitarian intervention only occurs when it supports the interests of the powerful. Discuss - Essay Example tarian intervention aims at protecting lives, it poses a challenge for the international community, whose foundation builds on principles of sovereignty and non-military intervention. Following world events that occurred in the 1990s especially in Rwanda, Kosovo, Chechnya, Serbia, and Haiti, the world came together to establish laws that prohibited genocide, forbidding oppression of civilians and principles for upholding the fundamental human rights. These are the humanitarian principles from which intervention could be justifiable in the event of abuse. The sovereign states are supposed to protect their citizens, but in the event of oppressive regimes, the international community will be obliged to provide humanitarian intervention. Humanitarian intervention especially in terms of military saw a rise in the 1990s, more so among the liberal states, which championed for new humanitarian regulations among the international community. According to the United Nations, there was a need to protect forcibly harmless civilians from risks such as oppressive, tyrannical regimes and genocides. Although the United Nations agrees to this norm, there is no day that the United Nations Security Council has ever authorised military intervention, leaving the role solely to the powerful nations such as the United States, Britain, and France. These powerful nations call for humanitarian intervention if and only if, they have vested interests in the states that need help. For example, in the 1994 Rwandan genocide, the world looked the other way when the country needed humanitarian assistance most because strategically, the powerful nations had no interest in Rwanda. It is evident that the powerful nations will provide humanitarian i ntervention either to safeguard their interests or any future interests in the state they are aiding. They just do not provide humanitarian assistance if they do not stand to gain either through political cooperation or economic reasons. Therefore,

General Electric's Nuclear Radiation Research Paper

General Electric's Nuclear Radiation - Research Paper Example There is a lot of concern growing today on the ethical issues in the electric and nuclear radiation. Similarly, it also includes the nuclear weapons, the nuclear power, and the larger nuclear fuel cycle space (Hale, 2011). Currently, there is today the emerging ethical issue such as the number of wastes, health, and the entire environment that surrounds the production of the material. The effect of nuclear reactors is so wide that even reaches the areas where indigenous and the poor people in the society live (Katz, 2006). One possible effect is the injustice that people and even their future generation suffer as a result of radiations. The presence of the negative evidence that concerns with the nuclear industry have its concerns with world's issues such as politics, the science, and even the economics. In addition, it also includes the leaders who support the development of the nuclear industry such as Sir Mark Oliphant. Just in the same way as any other discipline, ethics in the g eneral electric, nuclear radiation industry defines the good and the bad that comes as it is used by human beings. The notion of ethics in reference to this industry, however, should not be confused with the ethics that has to do with classifying good or evil. This is because even the most respected lot in society may also find themselves indulging in the evil, even with their knowledge that such acts would lead to the cause of the evil things.Today issues of ethics are just but another faction in the discussions that relate to it.

HOSPITALITY AND HOTELS IN THE UK INDUSTRY COURSEWORK

HOSPITALITY AND HOTELS IN THE UK INDUSTRY - Coursework Example ort about the Hospitality and Hotel Industry of the United Kingdom we will discuss the position of the hotel industry today, and how it has emerged from a depression. We will also discuss the ongoing trends, economic factors and other external factors that will affect the hotel industry. Moreover, the report establishes link between hospitality sector and other sectors of the UK economy like travel, tourism and leisure. It has been unveiled that the hotel owners in the United Kingdom are coming out of an approximately three year long economic depression, their revenue had declined significantly. The numbers of occupancies and the room rates have now increased according to the PwC. The four star brand hotels have increased as cutting down in budgets have forced the traveller who is conscious about its travelling cost live in low cost hotels, this has increased competition in the United Kingdom hotel industry due to an increase in the supply of hotels. According to PwC the number of occupancies in the region is estimated to rise to 71 percent, this level was last seen in 2007 and 2008. The rates will be best since 2009; the average daily rates this year might be up to  £60. The main standard for the hotel industry regarding the revenue per available room will increase by 1.8 per cent next year to  £43.44, this is not as good when compared to inflation however it shows some sign on stability in the hotel industry. There are 12,600 hotels in the United Kingdom with 633,000 rooms total; further 20,000 rooms are expected to open in about 200 hotels in 2013 and 2014. In the market for four star hotels there are many developments going on for example Starwood Hotels Aloft which is opening in Liverpool. (Blitz, 2013) The hospitality industry does not merely comprises of hotels and resturants but there are varies range of services and organizations types included in this industry. There are mainly 12 different sectors of this industry. All of these sector offer wide

Gourmet review about Great wall Chinese food (experts review) Essay

Gourmet review about Great wall Chinese food (experts review) - Essay Example The staff in this restaurant is simply adorable catering to every need of the customers without having to be asked twice about the same thing. Their service is also faster compared to other Chinese restaurants and hence encouraging people to come back again for excellent service (Tripadvisor 2015). The pricing is just right and within the normal pricing range of other Chinese restaurants. This is despite the personalized services offered to the customers whether it is during peak or off peak hours (The Examiner, 2012). They also offer specials which is effective and convenient for those customers in a hurry and have no time to start looking at the menu and deciding what to eat or take away. The specials are also sometimes new menus which increases the diversity of their foods (Schwab, 2015). With the competition in Chinese restaurants, what makes this restaurant stand out other than the quality location with good atmosphere is the fact that they serve special vegetarian food on Mondays (Lyness, 2013). This provides a chance for the unhealthy eaters to indulge in healthy food once a week as well as cater for the vegetarian population. Lyness, Stephanie. Dim Sum, and Much More, in a No-Frills Setting. The New York Times, 2013. Retrieved from

How color influence customer's decisions and behaviors Essay

How color influence customer's decisions and behaviors - Essay Example It will also consider the other alternatives in design for providing a more conducive environment for customers in pubs and cafes. Conflict in bars and pubs is a common occurrence in UK as well as in other parts of the world. Obviously, the main reason is that alcohol removes inhibition and enhances people’s tendency to react freely to situations. No matter how thoughtful and well planned the design is, one cannot hope to completely eradicate aggression in the setting of a bar or pub. On the other hand, one cannot simply ignore the â€Å"influence† of the design of a pub or bar on the â€Å"mood and behaviour of people who spend time in it† (Conflict & Violence in Pubs: Design Issues, 1992 p.3). This is because various elements in the environment in which humans function are known to exercise a high level of influence on their behaviour and determine how they respond to given situations. The design, light, colour or flow patterns of bars and pubs, when coupled with other factors such as drunkenness and noise pollution, can increase the stress levels of patrons and create flash points for in stigating aggression. Research evidence suggests that the design, interior and â€Å"overly energetic dà ©cor – complexity and colour schemes† are causing â€Å"between 15 and 20% of all aggression† in bars and pubs (Conflict & Violence in Pubs: Design Issues, 1992 p.3). Therefore, these factors need to be taken into consideration when the designs of bars and pubs are planned and decided. Thus, apart from an appropriate shape and direction of the building and suitable design, it is significant to choose a sober colour scheme to facilitate a more congenial setting in pubs to reduce the stress levels of drunken customers and to encourage them to conduct peacefully. In the present day, â€Å"client initiated violence† is on the increase, which is identified as a major issue in â€Å"retail trade† including bars and pubs (Prevention and Management

Thoreau Essay Example | Topics and Well Written Essays - 500 words

Thoreau - Essay Example Thoreau questions the power of majority stating that the decision of majority does not necessarily ensure superior wit or justice. In the same way, it will be a fallacy if any one thinks that individual choices are inferior to the decision of majority. Regardless of the utmost virtue, governmental decisions are often subjected to the interest of majority groups. Thoreau was influenced by the social conditions in which slavery had been the major characteristic. Yet his convictions are of great relevance today as the modern democracies like the United States, UK, and India have been testing this ‘game of right and wrong’ (voting) for decades. The political settlements in these multicultural nations have become a sort of ‘betting’ as Thoreau envisaged because representation is the inevitable, perhaps the sole strategy for minority groups to negotiate their privileges with majority. It is believed that democratic representation will help control the majority by promoting a win-win atmosphere. Moreover, important decisions could only be taken after detailed discussion and debate. Minority groups are given chances to achieve their goals and to limit the interests of other groups as well. In contrast, though minority groups and other weaker sections are given constitutional backup for proportional representation in legislation, justice has always been left to the choice of majority. Thoreau suggests that people should not allow government to weaken their conscience. He also states that if any one hold back one’s conscience in favor of law, the person is badly serving the state. Moreover, the power of majority might curtail the freedom and rights of other communities. Therefore, he believes that a wise man can not leave the right to the mercy of chances. Leaving the justice to the choice of majority is highly irresponsible act that can bring ultimate

Diversity and Inclusion in Organizations Essay Example | Topics and Well Written Essays - 1000 words - 1

Diversity and Inclusion in Organizations - Essay Example Include your personal definition of inclusion and diversity.  Describe what diversity encompasses, and explain the intersections of multiple forms of diversity in organizations. Diversity and inclusion is many things. In its most superficial definition, D&I is a legal mandate, a requirement for organizations to comply with, and which may open a firm to sanctions and penalties if found in violation of its provisions. However, diversity and inclusion should be more than mere compliance with a requirement. It should entail a change of heart and perspective. The core to D&I’s goals and aspirations is social reform, the eradication of barriers between perceived majority and minority groups which creates unjustified advantages for some and disadvantages for others on the basis of their affiliations. Diversity encompasses the treatment of people as people. Inclusion does not mean the elimination of difference so that all people are the same; it means treating people in the same man ner despite their differences, and even with the acknowledgement and celebration of these differences. Several of the readings in this course described diversity as a source of competitive advantage for organizations, where multifaceted skills and perspectives can be brought to the workplace in support of the company goals. While that is perfectly true, and companies should look to this advantage, it is not the essence of diversity and inclusion. Had it been, then D&I would have just been a means of taking advantage of people’s differences. In an organization, the application of diversity and inclusion may be so diffuse and ambiguous that it is difficult to notice at times whether an issue has D&I implications or not. For instance, assigning people to subsidiaries in certain geographical areas (specially for a multinational organization) on the basis of their ethnicity may be a sensible thing to do from the viewpoint of the organization, but it may be judgmental from the view point of the individual who may not want to be designated there. The very fact that makes people subjects of D&I also in a way reinforces differences among groups and works against their full inclusion. Discuss the impact of diversity on individual and organizational effectiveness.   Discuss some of the tools necessary to lead, direct, and build inclusive organizations. Diversity and inclusion is a source of strategic advantage for an organization; this has been mentioned in all the readings and finds no strong opposition in any of the opinions and reactions discussed in this forum. As to whether or not the advantage is properly optimized or explored is another matter. The inclusion of diverse people in an organization does not automatically ensure individual and organizational effectiveness. As has been voiced in this forum, some organizations merely pay lip service to D&I without imbibing the essence of it. As is true for all individuals, if the organization capably harmonizes p ersonal goals with organizational goals, then the creativity and industry possessed by the individuals in the workforce shall be engaged, and the benefits of diversity realized. Diversity in this case, however, need not be along racial, gender, cultural, or any category identified as being D&I. It may be the skills and knowledge possessed by individuals because of their education, personal interests,

Course Work Essay Example for Free

Course Work Essay As the Vice President of the Sales, it is his responsibility in the first place to handle sales management leadership and sales compensation program according to David J. Cichelli (p. 38) and not the products being sold in the market. Therefore, it is inappropriate for a new Vice-President of Sales to discuss defective wrenches before a CEO meeting especially that he is unaware of the ethical guidelines being practiced by the organization. In this case, he has to take extra care to discuss the matter to the group without appearing discourteous or impolite. In the first place, the newly hired CEO (Vice President of Sales) has the idea of communicating the concept of customer satisfaction that is vital in the growth of sales as well as important in his role as sales management leader to provide the utmost satisfaction. He also wants to ensure that collaboration among members of the team is practiced as he assumes his duty as part of the CEO team. Evaluating the scenario, he has to look into several avenues and prepare materials to support his argument. First, he has to review the policies of the organization as well as a survey on customer feedback of the product conducted previously, from where he will base his argument. Any information about the company’s structure, ethical guidelines, and procedures will help him shape his analysis and proposal to redirect the company’s concept of customer satisfaction. Tactfully, he may present the problem as part of his initial report using the SWOT analysis from there he may initiate actions essential to the growth of sales. SWOT analysis according to Robert Price is helpful in the â€Å"analysis of the external environment†¦ and internal situation† to see the whole scenario of the problem (p. 104). Second, he may suggest innovation of the product to be introduced as a new model through which the customer may perceive the product having good quality that will â€Å"solve critical customer problem† (Rafinejad, p. 208). Product innovation should be carefully planned to attain the best improvement of the product because as Rafinejad stated, â€Å"†¦too many revisions to a product are disruptive to customers’ business operation and create confusion† (ibid). Third, the company may notify the public through a well-developed notification plan which may includes â€Å"customers’ reaction to the planned changed† (Rafinejad, p. 210). Once the customers’ wants finally established, a formal change notification may take place; this involves e-mail notification, advertising, and other public relation tasks. The need for strong sense of business ethics rooted on customer satisfaction must also be emphasized. This generally requires internal streamlining. Bjorn Andersen stated that business ethics has â€Å"a strong motivational effect that can spur individuals and indeed entire organization to unheard-of peaks of performance† (p. 7). This creates basically a true sense of dedication on the part of the employees in the delivery of products to the customers. To realize this goal, the company has to redefine corporate culture and restructure the organization in such a way that supports the objective of the company as part of the innovation process. Redefinition includes identifying corporate social responsibility approach with hands on business practices through transformation process on the operation level. Andersen mentioned that the process involves policy setting, overall image creation, and pointing out direction for the organization’s ethics endeavor (p. 28). To support the endeavor, the company has to evaluate its structure in a way that accountability for success and/or falling is determined. Likewise, certain business activities must be redirected through assigning corporate ethics program. Linda K. Trevino and Gary R. Weaver suggested to â€Å"formalize company values and expectations† in which multiple elements has to look into such as â€Å"dedicated staff, supporting structures and policies, and extensive employee involvement† (p. 91). Conclusion: The new Vice President of Sales with his expertise in the field of business may share his knowledge that will help the business grow. The defective wrenches may cause the business to fall due to customer complaints that are not dealt with properly. Assigning tasks that will save the image of the company will be realized through initiatives for change in products and corporate ethics. This will be done by means of undertaking strategic planning based on research that may include adapting new policies for the company. Reference Andersen, B. (2004). Bringing Business Ethics to Life: Achieving Corporate Social Responsibility. USA: American Society for Quality. Cichelli, D. J. (2003) Compensating the Sales Force: A Practical Guide to Designing Winning Sales Compensation Plans. USA: McGraw-Hill Professional. Price, R. (2007) The Eye of Innovation: Recognizing Possibilities and Managing the Creative Enterprise. USA: Yale University Press. Rafinejad, D. (2007) Innovation, Product Development and Commercialization: Case Studies and Key Practices for Market Leadership. USA: Ross Publishing. Trevino, L. K. Weaver, G. R. (2003). Managing Ethics in Business Organizations: Social Scientific Perspectives. USA: Stanford University Press.

Advertising Print Essay Example for Free

Advertising Print Essay It is my great pleasure to take this opportunity to acknowledge the contribution of number of people who helped me in successful completing of this project. Firstly I would like to express my heartily gratitude and sincere thanks to Mr. Agarwal Sir for allowing me to do this project and gratefully acknowledge the contribution by him without his support and valuable suggestion this project could not be successful. I offer my heart self regards to Mrs Aradhana Albert for her continuous guidance, monitoring and informal discussion which become light for me in the entire duration of this project in overcoming the barrier and reaching this stage. Finally I am sincerely thankful to others who have directly or indirectly helped me in the completion of the project. (SHILPA JINDAL) 1|Page PREFACE The title of my project is ETHICAL ISSUES IN ADVERTISING. Advertising can be defined as any paid form of non personal presentation and promotion of ideas, goods or services through mass media such as newspapers, magazines, television or radio by an identified sponsor So basically advertising is a mass communications device through which companies promote or market their product to the consumer, and this enables them to make informed consumption decisions. As now a days advertisements have a very great impact on the consumer’s behavior; it plays very important role in our Indian economy directly or indirectly. so if it become unethical it leads our society in wrong direction. To overcome these problems certain ethical standards are set up by the government and I want to throw a light on this only. As it is a very wide field so here I am restricted to the electronic media only. We have to think about this unethical problem and this wrong presentation of business. So that we can give good ethics to our youngsters. 2|Page EXECUTIVE SUMMARY TITLE The title of the project is â€Å"ETHICAL ISSUES IN ADVERTISEMENT†. Advertising can be defined as any paid form of non personal presentation and promotion of ideas, goods or services through mass media such as newspapers, magazines, television or radio by an identified sponsor. INTRODUCTION Advertising plays an important part in our everyday lives as it enables us to choose between different ranges of products. These products are promoted through different types of advertisements and cater to all types of markets. On the other hand advertising is plagued with social and ethical issues as it results in over consumption and waste of resources. Advertising creates an environment where it abuses certain values and interests that are not universally agreed upon. For example in 2001 Yves Saint Laurent launched a fragrance called ‘Opium which featured a naked model. This stirred controversy and people found it offensive and sex was being used openly to promote a perfume. For a fashion magazine the advertisement was fine but for billboards it was inappropriate and some social groups found it morally and ethically wrong. Some times advertising draws mixed response from the public, while sometimes it becomes controversial. SCOPE AND OBJECTIVE OF STUDY Many advertisements are designed to generate increased consumption of those products and services through the creation and reinvention of the brand image†. For these purposes, advertisements sometimes embed their persuasive message with factual information. Every major medium is used to deliver these messages, including television, radio, cinema, magazines, newspapers, video games, the Internet, carrier bags and billboards. Advertising is often placed by an advertising agency on behalf of a company or other organization. 3|Page Advertising is a powerful communication force, highly visible and one of the most important tools of marketing communication that helps to sell products, services, ideas and images etc. Many believe that advertising reflects the need of the times. Whether one likes it or not, advertisements are everywhere. They are seen on the walls, on the back of buses, in play grounds, on the occasion of sports event, on roadsides, in the stores and even on aeroplanes. Advertisements are seen in newspapers, in magazines, on the television, on internet and are even heard on radio. The fact is that we are being bombarded with advertisements day in and day out from all imaginable media. The average consumer is exposed to a very large number of advertisements every day, particularly the urban and semi urban population. In spite of this, to the dismay and irritation of some and enjoyment of others, advertisement will continue to make their presence felt in our lives and influence our lives in many unsuspecting ways because of rapid changes in macro- environment and in our perception, impressions, feelings, attitudes and behaviour. It seems almost impossible to remain totally neutral and not take any notice of modern-day advertising. The most visible part of the advertising process is the advertisements that we see, read, or hear and praise or criticise. Many suitable adjectives are used to describe advertising, depending on how an individual is reacting, such as great, dynamic, alluring, fascinating, annoying, boring, intrusive, irritating and offensive, etc. METHODOLOGY For completing this project the required information or the raw data is gathered from the sources like websites , journals, magazines ,text books etc which is the most difficult task of this project making as it is the most time consuming process. but overall this topic is quite interesting to gain knowledge about the ethics in ads the controversial ads also. The purpose of taking this topic is that in the present scenario advertisement has a great impact on the consumer’s behavior so if it becomes unethical it will lead the society in the wrong direction. To overcome these problems certain ethical standards are set up by 4|Page the government or regulation bodies and i want to throw a light on this only. Ethics basically refers to what is right, good or consistent with virtue. Advertising generates complex ethical questions which have to be considered, as this mode of communication commits some highly controversial ethical acts which are damaging to the society as a whole. SUMMARY OF FINDINGS AND RECOMMENDATIONS Here I am restricted to the ethical issues of advertisement related to television media only as this subject has a very wide arena to be focused on. Her I just want to know that how much these set standards are successful in maintaining the dignity of the Indian’s beliefs and their feeling. 5|Page RESEARCH METHODOLOGY TITLE – Ethical Issues In Advertising Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. Ethics refers to principles that define behavior as right, good and proper. Such principles do not always dictate a single moral course of action, but provide a means of evaluating and deciding among competing options. In the present scenario advertisement has a great impact on the consumer’s behavior so if it becomes unethical it will lead the society in the wrong direction. To overcome these problems certain ethical standards are set up by the government or regulation bodies. DURATION OF PROJECT This is a very long term project so we have been provided with a period of one month for the completion. To make it easy this period was bifurcated into various sections of making blue print, abstract, collecting primary data, secondary data, making preliminary report, secondary report and final report at the end which makes the whole process easy to attempt. OBJECTIVE Advertising plays an important part in our everyday lives as it enables us to choose between different ranges of products. These products are promoted through different types of advertisements and cater to all types of markets. On the other hand advertising is 6|Page plagued with social and ethical issues as it results in over consumption and waste of resources. ‘Advertising creates an environment where it abuses certain values and interests that are not universally agreed upon. Advertisements as Mirrors of prevailing norms Marketers claim that advertising simply mirrors the attitudes and values of the surrounding culture. No doubt advertising, like the media of social communications in general, does act as a mirror. But, also like media in general. It is a mirror that helps shape the reality it reflects, and sometimes it presents a distorted image of reality. Advertisers are selective about the values and attitudes to be fostered and encouraged, promoting some while ignoring others The purpose of taking this topic is that in the present scenario advertisement has a great impact on the consumer’s behavior so if it becomes unethical it will lead the society in the wrong direction. To overcome these problems certain ethical standards are set up by the government or regulation bodies and I want to throw a light on this only. I can differentiate my objectives for taking this topic as follows: †¢ To know the various ethical marketing strategies of the market leaders. †¢ To know how can we make a ethical advertisement. †¢ To know the impact of unethical advertisement on the society. †¢ To enhance my marketing skills. †¢ To know the role of advertisement in the success of any organization. TYPE OF RESEARCH As I took the data from magazines , books, internet links , journals and news papers. It is research of descriptive type. SCOPE OF STUDY Advertising is a powerful communication force, highly visible and one of the most important tools of marketing communication that helps to sell products, services, ideas and images etc. Many believe that advertising reflects the need of the times. Whether one likes it or not, advertisements are everywhere. They are seen on the walls, on the back of 7|Page buses, in play grounds, on the occasion of sports event, on roadsides, in the stores and even on aero planes. Advertisements are seen in newspapers, in magazines, on the television, on internet and are even heard on radio. Here I am focusing mainly on the media as a source of advertising. The fact is that we are being bombarded with advertisements day in and day out from all imaginable media. The average consumer is exposed to a very large number of advertisements everyday, particularly the urban and semi urban population. In spite of this, to the dismay and irritation of some and enjoyment of others, advertisement will continue to make their presence felt in our lives and influence our lives in many unsuspecting ways because of rapid changes in macro- environment and in our perception, impressions, feelings, attitudes and behaviors. It seems almost impossible to remain totally neutral and not take any notice of modern-day advertising. The most visible part of the advertising process is the advertisements that we see, read, or hear and praise or criticize. 8|Page CORE STUDY INTRODUCTION Advertising can be defined as any paid form of non personal presentation and promotion of ideas, goods or services through mass media such as newspapers, magazines, television or radio by an identified sponsor So basically advertising is a mass communications device through which companies promote or market their product to the consumer, and this enables them to make informed consumption decisions. Advertising is a powerful communication force, highly visible and one of the most important tools of marketing communication that helps to sell products, services, ideas and images etc. Many believe that advertising reflects the need of the times. Whether one likes it or not, advertisements are everywhere. They are seen on the walls, on the back of buses, in play grounds, on the occasion of sports event, on roadsides, in the stores and even on aeroplanes. Advertisements are seen in newspapers, in magazines, on the television, on internet and are even heard on radio. The fact is that we are being bombarded with advertisements day in and day out from all imaginable media. The average consumer is exposed to a very large number of advertisements everyday, particularly the urban and semi urban population. In spite of this, to the dismay and irritation of some and enjoyment of others, advertisement will continue to make their presence felt in our lives and influence our lives in many unsuspecting ways because of rapid changes in macro- environment and in our perception, impressions, feelings, attitudes and behaviour. It seems almost impossible to remain totally neutral and not take any notice of modern-day advertising. The most visible part of the advertising process is the advertisements that we see, read, or hear and praise or criticise. Many suitable 9|Page adjectives are used to describe advertising, depending on how an individual is reacting, such as great, dynamic, alluring, fascinating, annoying, boring, intrusive, irritating and offensive, etc. Advertising plays an important part in our everyday lives as it enables us to choose between different ranges of products. These products are promoted through different types of advertisements and cater to all types of markets. . Advertising enables producers to expand their markets and therefore take advantage of economies of scale to reduce unit production costs Many advertisements are designed to generate increased consumption of those products and services through the creation and reinvention of the brand image†. For these purposes, advertisements sometimes embed their persuasive message with factual information. Every major medium is used to deliver these messages, including television, radio, cinema, magazines, newspapers, video games, the Internet, carrier bags and billboards. Advertising is often placed by an advertising agency on behalf of a company or other organization. On the other hand advertising is plagued with social and ethical issues as it results in over consumption and waste of resources. ‘Ethics basically refers to what is right, good or consistent with virtue. Advertising generates complex ethical questions which have to be considered, as this mode of communication commits some highly controversial ethical acts which are damaging to the society as a whole. It promotes overselling, exploitation of vulnerable groups, vulgarity, offending the public, promoting socially harmful values or behavior and intrusion of privacy. Advertising creates an environment where it abuses certain values and interests that are not universally agreed upon. For example in 2001 Yves Saint Laurent launched a fragrance called ‘Opium which featured a naked model. This stirred controversy and people found it offensive and sex was being used openly to promote a perfume. For a fashion magazine the advertisement was fine but for billboards it was inappropriate and 10 | P a g e some social groups found it morally and ethically wrong. Some times advertising draws mixed response from the public, while sometimes it becomes controversial. NEED OF ADVERTISING Advertising is the promotion of a company’s products and services carried out primarily to drive sales of the products and services but also to build a brand identity and communicate changes or new product /services to the customers. Advertising has become an essential element of the corporate world and hence the companies allot a considerable amount of revenues as their advertising budget. There are several reasons for advertising some of which are as follows: †¢ Increasing the sales of the product/service †¢ Creating and maintaining a brand identity or brand image. †¢ Communicating a change in the existing product line. †¢ Introduction of a new product or service. †¢ Increasing the buzz-value of the brand or the company. Significance of Advertising Basically advertising creates wants but does not fulfill them, a person may see an advertisement for a product, it might be glossy and fancy and he might be attracted to buy the product. He might eventually buy it but it will not satisfy him it will just be a waste. It’s a short term material satisfaction which just drives the economy by over consumption of goods and services. It keeps the consumer in doubt about what to buy and in what quantities and this doubt in turn has ethical implications. Four reasons are attributed to the fugacious nature of the way advertising practices are being carried out in developing countries. 11 | P a g e 1. The role of Information and Communication technologies: As ICTs evolve so do marketing practices. If yesterday it was television that revolutionized the way advertisements could create a lasting impact on the consumer, then today the internet and phone text messages are doing just that. 2. The world today is an increasingly global village: Social and ethnic boundaries are fast falling in the wake of cable television and the like. 3. Rapid economic expansions in countries like China and India have meant that marketers have to quickly respond to the changing socio-economic scenarios. Millions of people have entered the middle class and millions more are poised to do so. For marketers, the consequences can be mind boggling-as incomes and spending powers rise, marketers have to respond to increasing demands from consumers. 4. Better and improved marketing research has meant that the entire populace is not seen in totality but rather as a congeries of different types of consumers. TYPES OF ADVERTISING There can be several branches of advertising. Mentioned below are the various categories or types of advertising. 12 | P a g e Celebrity Broadcast advertising Advertising Print OutdoorAdvertising Advertising TYPES OF Infomercials ADVERTISING Public Service Advertising Covert Advertising Surrogate Advertising 13 | P a g e 1. Print Advertising – Newspapers, Magazines, Brochures, and Fliers and less popular newspaper would cost far less than placing an advertisement in a popular newspaper The print media have always been a popular advertising medium. Advertising products via newspapers or magazines is a common practice. In addition to this, the print media also offers options like promotional brochures and fliers for advertising purposes. Often the newspapers and the magazines sell the advertising space according to the area occupied by the advertisement, the position of the advertisement (front page/middle page), as well as the readership of the publications. For instance an advertisement in a relatively new with a high readership. The price of print ads also depend on the supplement in which they appear, for example an advertisement in the glossy supplement costs way higher than that in the newspaper supplement which uses a mediocre quality paper. 2. Outdoor Advertising–Billboards, Kiosks, Tradeshows and Events 14 | P a g e Outdoor advertising is also a very popular form of advertising, which makes use of several tools and techniques to attract the customers outdoors. The most common examples of outdoor advertising are billboards, kiosks, and also several events and tradeshows organized by the company. The billboard advertising is very popular however has to be really terse and catchy in order to grab the attention of the passersby. The kiosks not only provide an easy outlet for the company products but also make for an effective advertising tool to promote the company’s products. Organizing several events or sponsoring them makes for an excellent advertising opportunity. The company can organize trade fairs, or even exhibitions for advertising their products. If not this, the company can organize several events that are closely associated with their field. For instance a company that manufactures sports utilities can sponsor a sports tournament to advertise its products. 3. Broadcast advertising – Television, Radio and the Internet The radio jingles have been very popular advertising media and have a large impact on the audience, which is evident in the fact that many people still remember and enjoy the popular radio jingles Broadcast advertising is a very popular advertising medium that constitutes of several 15 | P a g e branches like television, radio or the Internet. Television advertisements have been very popular ever since they have been introduced. The cost of television advertising often depends on the duration of the advertisement, the time of broadcast (prime time/peak time), and of course the popularity of the television channel on which the advertisement is going to be broadcasted. The radio might have lost its charm owing to the new age media however the radio remains to be the choice of small-scale advertisers. 4. Covert Advertising – Advertising in Movies Covert advertising is a unique kind of advertising in which a product or a particular brand is incorporated in some entertainment and media channels like movies, television shows or even sports. There is no commercial in the entertainment but the brand or the product is Subtly ( or sometimes evidently) showcased in the entertainment show. Some of the famous examples for this sort of advertising have to be the appearance of brand Nokia which is displayed on Tom Cruise’s phone in the movie Minority Report, or the use of Cadillac cars in the movie Matrix Reloaded. 16 | P a g e surrogate Common examples include of Fosters and Kingfisher beer help Indirectly brands, which are often seen Advertising to promote their brand with – the Advertising advertising. 5. Surrogate Surrogate advertising is prominently seen in cases where advertising a particular product is banned by law. Advertisement for products like cigarettes or alcohol which are injurious to heath are prohibited by law in several countries and hence these companies have to come up with several other products that might have the same advertising as an effective energy communication medium to convey AIDS, socially relevant messaged about like 17 | P a g e important matters and social welfare causes Causes integrity, – Advertising for Social political 6. Public Service Advertising conservation, bottles of the same brand. deforestation, illiteracy, poverty and people of the cigarettes or beer so on. ent or the summary of an interesting point. You can position the text box anywhere in the document. Use the Text Box Tools tab to change the formatting of the pull quote text box. ] brand name and indirectly remind Today public service advertising has been increasingly used in a non-commercial fashion in several countries across the world in order to promote various social causes. In USA, the radio and television stations are granted on the basis of a fixed amount of Public service advertisements aired by the channel. 7. Celebrity Advertising 18 | P a g e and the modern day consumer getting immune to the exaggerated claims made in a majority of advertisements, there exist a section of advertisers that Using celebrities for advertising involves signing up celebrities for advertising campaigns, which consist of all sorts of advertising including, television ads or even print advertisements. Although the audience is getting smarter and smarter still bank upon celebrities and their popularity for advertising their products. Infomercials There are two types of infomercials, described as long form and short form. Long form infomercials have a time length of 30 minutes. Short form infomercials are 30 seconds to 2 minutes long. Infomercials are also known as direct response television (DRTV) commercials or direct response marketing. The main objective in an infomercial is to create an impulse purchase, so that the consumer sees the presentation and then immediately buys the product through the advertised toll-free telephone number or website. Infomercials describe, display, and 19 | P a g e often demonstrate products and their features, and commonly have testimonials from consumers and industry professionals. ETHICS 1. INTRODUCTION In this era of globalization multinational competition, ethical practices in business are assuming importance as relationships with various suppliers customers are shaped by ethical practices mutual trust. So, ethical decision taking assumes importance in today’s corporate world. 2. What Is Ethics? Ethics refers to principles that define behavior as right, good and proper. Such principles do not always dictate a single moral course of action, but provide a means of evaluating and deciding among competing options. The terms ethics and values are not interchangeable. Ethics is concerned with how a moral person should behave, whereas values are the inner judgments that determine how a person actually behaves. Values concern ethics when they pertain to beliefs about what is right and wrong. Most values, however, have nothing to do with ethics. For instance, the desire for health and wealth are values, but not ethical values. 3. The Importance of Universality Most people have convictions about what is right and wrong based on religious beliefs, cultural roots, family background, personal experiences, laws, organizational values, professional norms and political habits. These are not the best values to make ethical decisions by — not because they are unimportant, but because they are not universal. In 20 | P a g e contrast to consensus ethical values — such basics as trustworthiness, respect, responsibility, fairness, caring and citizenship — personal and professional beliefs vary over time, among cultures and among members of the same society. They are a source of continuous historical disagreement, even wars. There is nothing wrong with having strong personal and professional moral convictions about right and wrong, but unfortunately, some people are moral imperialists who seek to impose their personal moral judgments on others. The universal ethical value of respect for others dictates honoring the dignity and autonomy of each person and cautions against selfrighteousness in areas of legitimate controversy. 4. Why Be Ethical? People have lots of reasons for being ethical: †¢ There is inner benefit. Virtue is its own reward. †¢ There is personal advantage. It is prudent to be ethical. It’s good business. †¢ There is approval. Being ethical leads to self-esteem, the admiration of loved ones and the respect of peers. †¢ There is religion. Good behavior can please or help serve a deity. †¢ There is habit. Ethical actions can fit in with upbringing or training. There are obstacles to being ethical, which include: †¢ The ethics of self-interest When the motivation for ethical behavior is self-interest, decision-making is reduced to risk-reward calculations. If the risks from ethical behavior are high or the risks from unethical behavior are low and the reward is high moral principles succumb to expediency. †¢ This is not a small problem 21 | P a g e Many people cheat on exams, lie on resumes, and distort or falsify facts at work. The real test of our ethics is whether we are willing to do the right thing even when it is not in our self-interest. †¢ The pursuit of happiness It depends on how one defines happiness. Our values, what we prize and desire, determine what we think will make us happy. We are free to pursue material goals and physical sensations, but that alone rarely (if ever) leads to enduring happiness. It more often results in a lonely, disconnected, meaningless existence. The morally mature individual finds happiness in grander pursuits than money, status, sex and mood-altering substances. A deeper satisfaction lies in honoring universal ethical values, that is, values that people everywhere believe should inform behavior. That unity between principled belief and honorable behavior is the foundation for real happiness. †¢ Ethical Principle in Advertising All advertising should be legal, decent, honest and truthful. Every advertisement should be prepared with a due sense of social responsibility and should conform to the principles of fair competition, as generally accepted in business. No advertisement should be such as to impair public confidence in advertising. †¢ Decency Advertisements should not contain statements or visual presentations which offend prevailing standards of decency †¢ Honesty Advertisements should be so framed as not to abuse the trust of consumers or exploit their lack of experience or knowledge. †¢ Social Responsibility 22 | P a g e 1. Advertisements should not condone any form of discrimination, including that based upon race, national origin, religion, sex or age, nor should they in any way undermine human dignity. 2. Advertisements should not (without justifiable reason) play on fear. 3. Advertisements should not appear to condone or incite violence, or to encourage unlawful or reprehensible behavior. 4. Advertisements should not play on superstition. †¢ Truthful presentation Advertisements should not contain any statement or visual presentation which directly or by implication, omission, ambiguity or exaggerated claim is likely to mislead the consumer, in particular with regard to: 1. characteristics such as: nature, composition, method and date of manufacture, range of use, efficiency and performance, quantity, commercial or geographical origin or environmental impact; 2. the value of the product and the total price actually to be paid; 3. delivery, exchange, return, repair and maintenance; 4. terms of guarantee; 5. copyright and industrial property rights such as patents, trade marks, designs and models and trade names; 6. official recognition or approval, awards of medals, prizes and diplomas; 7. the extent of benefits for charitable causes. 8. Advertisements should not misuse research results or quotations from technical and scientific publications. Statistics should not be so presented as to exaggerate the validity of advertising claims. Scientific terms should not be used to falsely ascribe scientific validity to advertising claims. †¢ Comparisons 23 | P a g e Advertisements containing comparisons should be so designed that the comparison is not likely to mislead, and should comply with the principles of fair competition. Points of comparison should be based on facts that can be substantiated and should not be unfairly selected. †¢ Unassembled Merchandise When advertised merchandise requires partial or complete assembly by the purchaser, the advertising should disclose that fact, e. g. , unassembled, partial assembly required. †¢ Testimonials Advertisements should not contain or refer to any testimonial or endorsement unless it is genuine, verifiable, relevant and based on personal experience or knowledge. Testimonials or endorsements that have become obsolete or misleading through passage of time should not be used †¢ Portrayal or imitation of personal property Advertisements should not portray or refer to any persons, whether in a private or a public capacity, unless prior permission has been obtained; nor should advertisements without prior permission depict or refer to any persons property in a way likely to convey the impression of a personal endorsement. †¢ Exploitation of goodwill Advertisements should not make unjustifiable use of the name, initials, logo and/or trademarks of another firm, company or institution nor should advertisements in any way take undue advantage of another firm, person or institutions goodwill in its name, trade name or other intellectual property, nor should advertisements take advantage of the goodwill earned by other advertising campaigns. †¢ Imitation 24 | P a g e 1. Advertisements should not imitate the general layout, text, slogan, visual presentation, music and sound effects, etc. , of any other advertisements in a way that is likely to mislead or confuse the consumer. 2. Where advertisers have established distinctive advertising campaigns in one or more countries, other advertisers should not unduly imitate these campaigns in the other countries where the former may operate, thus preventing them from extending their campaigns within a reasonable period of time to such countries

History Of Persuasion Rhetoric English Language Essay

History Of Persuasion Rhetoric English Language Essay Rhetoric, the study of how human beings use symbols to communicate( Foss, Foss, Trapp, 2002), is one of the oldest concepts of human communication in the Western World which dates back to the fifth century B.C( Baldwin, Perry, Moffitt,2004). This field of study marked the advent of speech communication. A pivotal concept studied in the field of rhetoric is Persuasion. Such is the prominence of this particular phenomenon in this discipline that, in present times, the study of rhetoric is generally considered synchronous to the study of persuasive communication.( Baldwin et al, 2004). Persuasion stems from the three cultures which make up the classical rhetorical theory. It all started with the sophists, a body of Greek teachers, who wrote handbooks which defined methods of producing and delivering persuasive messages. The act of sophists charging money for their services and their strong criticism by Plato perpetuated an antisophistic sentiment which lead to their subsequent demise. By this time ( 428 -348 B.C) Plato had come to the forefront and professed the necessity of finding the absolute truth( Baldwin et al, 2004). Platos student Aristotle constructed a philosophy which drew from the ideologies advocated by the sophists as well as Plato, providing a sort of middle ground between completely relative to absolute unvarying truth.( Baldwin et al, 2004, pg 78). In his masterpiece The Rhetoric, Aristotle speaks of the three essential elements of an effective persuasive speech: ethos, pathos and logos. Ethos is the moral character of the speaker, pathos is taking into consideration the feelings of the audience members and logos is the accuracy of logic and argument in the speech.( OHair , Wiemann,2009). The current literature review primarily focuses on the role of pathos in persuasive messages. But before progressing in that direction, the most fundamental question which needs to be addressed is : What is persuasion? Persuasion and Interpersonal Influence Persuasion, at its very core, is an attempt to influence without direct coercion ( Dillard, Pfau, 2002). Daniel OKeefe in his book Persuasion: Theory and Research smartly pointed out that success is considered to be ingrained in the concept of persuasion. To make a claim that I was persuaded means that the attempt of influence was indeed successful. This influence attempt can either be to bring in a complete change in attitude and beliefs which is inclusive of emotions and behavior of another person or to just preserve this attitudinal change. (Dillard et al 2002). The early research work conducted on persuasion has primarily been with respect to a large audience setup ( Miller 1987). However, with the realization that almost 80 % of the influence attempts occur in close relationships( Dillard,Knobloch, 2002) the focus on research work has steered towards interpersonal influence which, as the name suggests, focuses on the persuasive message production and effects( dillard , knobloch , 2002) in interpersonal relationships. One of the main differences which crops up between the study of rhetoric and the study of persuasion theories is the fact that research on rhetoric is primarily humanistic while persuasion takes a more social scientific bend trying to explicate the variables which enhance or inhibit the probability of success of a persuasive message (Baldwin et al 2002). Affect, Emotion, Mood and Feelings : Same or different? Some researchers use the terms affect emotion and mood interchangeably, but these terms need to be delineated for a better understanding of each of their roles in persuasive communication( Guerrero, Anderson , Trost, 1998). Affect refers to the experience of feeling or emotion. Emotions are considered to be internal and have a primary focus on affect. Moods are longer lasting feelings (which are not as concrete and specific as emotions ( Clore, Shwartz,Conway, 1994 ; Frijda,1986 in Jorgenson,1998). A more detailed description of the terms are accounted for below. Affect Definition: Origin: There have been two contesting views on the source of affect. Studies conducted by Dillard and Wilson(1993) explicated the message irrelevant affect where the affect itself bears no logical relationship to the content of the message , it has nothing to do with the message whatsoever ( Dillard, Pfau,2002). This type of affect takes into account the emotional state existing prior to the reception of a persuasive message which has a significant impact on the message processing by an individual(Anderson, Guerrero,1998). The other view on the source of affect, the message induced affect (Dillard, Wilson, 1993) is one where affect is considered a part and parcel of the message evaluation, when messages are designed in a way to evoke certain emotions and feelings which serve as the basis of acceptance of the advocacy(Dillard, Pfau,2002). Dillard and Wilson(1993) refer to it as direct effect as the emotion occurs in direct response to a given message(Jorgenson,1998, pg.406). Structure of Affect Dillard and Meijenders(2002) accounted for three models of affect on which I am going to focus on as well. The first model is the Bipolar Valence Model. According to this model, affect should be structured as a single continuum with positive affect on one end of the spectrum and negative affect on the other. This model suggests how the pre-existing affective states have a considerable effect on how the receiver processes the message. The mood as information hypothesis in this regard states that positive mood or affective state of a receiver encourages heuristic message processing while negative moods elicit cognitive processing. Mood management hypothesis( Wegener and Petty,1996) was formulated as a challenge to the mood as information hypothesis which states that information processing depends on the affective state of the receiver in a different way. If the receiver feels that elaborative processing of a positive message can enhance his mood, he will indulge in it. The second model is the Two Dimensional Model. Dillard and Meijnders(2002) account for two types of two dimensional models. One model has pleasure as one dimension and arousal as the second one. The conceptual allure of this circumplex is its ability to explain affective experience as blends of pleasure and arousal (Reisenzein, 1994 in Dillard, Meijnders 2002). Empirical evidence shows that increased arousal inhibits systematic processing of messages. The second model in this category has two systems as the two dimensions. One of them, the behavioral approach system, facilitates goal directed behavior. The other one, behavioral inhibition system discourages behavior which may lead to undesired negative results.(Davidson,1993 ;Gray,1990 in Dillard, Meijnders, 2002, pg 316). The third and final model named the Discrete Emotion Model distinguished emotions from one another on the grounds that they are characterized by varied systemic changes( Dillard and Meijenders,2002). The main function of this model is to elicit the fact that each emotion has distinct effects on a variety of persuasive outcomes.( Dillard and Meijenders, 2002). Information Processing Models After the persuasive message has been disseminated, the audience member processes the information in different ways depending on factors such as the message features and audience members emotional and affective state. Different models of information processing are formulated based on these caharacteristics. Message Relevant Models : Elaboration Likelihood Model as well as Heuristic Systematic Processing ( as a dual process model as) postulate two distinct modes of message analysis. The Elaboration Likelihood Model of persuasion is an approach developed by Richard Petty,John Caciaoppo and their associates(1986a,1986b) which postulates that there can be two different routes to persuasion depending on the extent to which the argument is elaborated, by the central route or by the peripheral route( Anderson, Guerrero,1998). The central route is when the receiver of the message weighs the argumentative quality of the message and processes the message using sound logic and reason whereas peripheral route is when the receiver of the message uses cues such as mood(Anderson, Guerrero,1998) to react to the persuasive message. When the receivers motivation is low and he is unable to judge the cognitive aspects of the message, i.e., he performs low elaboration of the message, the receiver is then generally guided by simpler heuristic principles such as credibility, liking, and consensus (O Keefe, 2002). On the other hand, during extensive elaboration, the content of the mes sage takes predominance over the peripheral cues. Jorgensen(2002) argues that emotional appeals are more effective as persuasive tools during low elaboration and even brings about attitude change in the receiver, however such attitude change is more fleeting than those brought about by the central route processing.(authors, pg409). The Heuristic Systematic Processing model is also used to explain the message processing methods used by receivers of persuasive messages. According to this model, there are two ways by which a receiver will judge a message, either by Systematic processing or by Heuristic Processing. Dillard and Peck ( 2000) in their article on evaluation of Public Service announcements succinctly describe both approaches in this model with reference to how the audience perceives the persuasive health campaign messages. They state that systematic processing is contemplative analytic and responsive to the argumentative quality of the message while heuristic processing involves the usage of shortcut decision making rules called heuristics to make a faster decision. Many researchers have stated that affect serves as the basis of the heuristics in heuristic reasoning. Emotion is, perhaps, the psychological heuristic key to human survival( pg 735, persuasion handbook). WHEN ARE THE TWO USED? Appraisal Theory : The appraisal theory explains the simple causal sequence through which emotions arise in the following steps : the message is produced by the speaker, perceived by the hearer and then appraised by the hearer. The receiver makes a judgment call by appraising the message against the dimension of the resultant personal harm or benefit and depending upon the extent of the judgment, an emotion arises( iv). In a nutshell, this theory suggests that a message may engender emotions as a result of the receivers judgment or not evoke any emotions all together. Appraisal Pattern: Message Irrelevant Models Effect of Mood on Persuasion More than models, three hypotheses govern the explanation of how mood has a substantial effect on message processing. We have already discussed how the elaboration of a message affects the message processing by the receiver. Now, we shift our attention to the reasons behind the differing elaboration of the message by the receiver. As suggested by Blumenthal () , the mood regulation hypothesis states that cognitive information processing of a persuasive message is influenced by the receivers mood. If the receiver is in a positive mood , he is motivated to steer away from a deep analysis of the message for it might take him out of that good mood. Similarly , if someone is in a negative mood, he is more likely to evaluate the incoming stimuli more carefully. Thus positive mood involves heuristic cognitive processing of a communication message and negative mood is synchronous with the in depth systematic processing of the message. The motivational hypothesis also has a similar line of belief. It states that the use of peripheral or systematic processing to evaluate a message depends upon the mood of the receiver; if the person is in a certain mood, he might be predisposed to choose a certain method of message processing over another. For example the research conducted by Isen(1991) suggests that people in a good emotional state are more inclined towards low elaboration of a message as they just want to hold on to their positive mood( handbook). On the other hand, people in bad moods tend to be in a threatened mentality where in they want to judge every message carefully to be sure to not make costly judgments about the state of the world( Jorgensen). The motivational hypothesis also sheds light on the way the argumentative quality of the message is perceived in different emotional states. Recipients of strong arguments should be more persuaded when they are in a bad mood and conversely, recipients of weak argu ments should be more persuaded when they are in a good mood. This shows that the mood plays an instrumental role in deciding the acceptance of the message as well as its argumentative quality. The cognitive capacity hypothesis can be considered as an extension of the motivational hypothesis as together with asserting that affective states do influence the information processing capacity of the receiver it also states that these affective states may also interfere with the information processing. However it fails to state which affective state acts as the hindrance because under different circumstances different affective states can become the hindrance. This claim is elucidated by Dillard and Nabi(2006) when they posited that different emotional states can enhance or inhibit persuasive success and that under different circumstances the same emotional states may inhibit or enhance persuasive processes. Understanding that emotional appeals play an important and legitimate role in the process of persuasion is an important first step for communication researchers. Emotions: Emotion plays a major role in various forms of persuasive communication, from politics to health communication to advertisements. Aristotle stated that persuasion is accomplished by the interplay of three forms of rhetorical proof( real communication ph 461), ethos which reflects the speakers trustworthiness and moral character; logos which stands for a well reasoned and structured argument and finally pathos which denotes the audiences feelings. Even though everyday attempts of persuasion depend heavily on emotional appeals, emotion is the one variable which has had very little inquiry. There can be many reasons for this discrepancy. One of them could be the over emphasis of logic over emotion, researchers have always treated logic as a superior dimension in the construction of persuasive messages(Jergenson,1998). On the other hand Seibold, Cantrill and Meyers(1985 p559) point out that most of the times emotion is taken for granted. Since emotion is so effortlessly incorporated in most of our day to day persuasive messages that researchers just assume its effectiveness in the persuasive process rather than tes ting its operation( vi). Jorgensen(1998) posits the two competing notions of studying emotions: one of them states that emotion is not an integral part of the persuasion process rather it is a offshoot of the communicative process. In this view, emotions are looked upon as inherent states of the receiver, ones which do not have any direct relation with the persuasive message. The other view suggests that emotions are an integral part of the persuasive messages and emotional appeals are explicitly used to bring in attitude change thus accomplishing the primary goal of the persuasive process. Affect, Emotion, Feeling and Mood Affect refers to the experience of feeling or emotion. Emotions are considered to be internal and have a primary focus on affect. Together with this, emotions are also thought to be specific, focused and foregrounded in consciousness.(v) . The concept of emotion becomes clearer when seen in comparison with mood. Unlike emotion, moods are considered to be longer lasting feelings which may not be about anything specific. Instances like I am happy because I feel good , which do not have any sound and concrete reasons backing up the resulting emotion are considered to be moods. Moods are also not characterized by a specific outcome stimuli and even though mood seems to be something which is fleeting and diffusive, it does have serious effects on message information processing. (Geurrero, Andersen, troust,1998). Before we delve into that part of research, we will look a bit more in details on emotion. There are three ways in which emotions can be conceptualized : the discrete emotions approach, the prototype approach and the dimensional approach. The discrete emotion approach pivots around a central claim, emotions guide behavior(handbook of persuasion pg 318). As the name suggests, this approach considers each emotion to be discrete and also postulates that each emotion supplies a unique information manifesting distinct patterns of cognitive change( handbook). This means that if each emotion has a distinct pattern of behavioral change, then these emotions should also elicit distinct effects of persuasion. In the dimensional approach, emotions are categorized according to different dimensions like valence, activity and intensity. The prototype approach offers a middle ground position between discrete emotional approach and dimensional approach by categorizing emotions by a number of characteristics like valence, functions and expressions( pg 19 , guerrero, Anderson and trost). Emotional Appeal and Emotional Arousal: The meaning of appeal is to request for change. Emotional appeal is hence an appeal through emotions. Considering that emotional appeals are profusely implemented in everyday persuasive attempts, the limited attention and research on emotionality is astounding. There can be many reasons for this neglect. One of them could be the over emphasis of logic over emotion, researchers have always treated logic as a superior dimension in the construction of persuasive messages(Jergenson,1998). On the other hand Seibold, Cantrill and Meyers(1985 p559) point out that most of the times emotion is taken for granted. Since emotion is so effortlessly incorporated in most of our day to day persuasive messages that researchers just assume its effectiveness in the persuasive process rather than testing its operation( vi). Dillard and Wilson(1993) claim until the 1960s, research on emotions was negated by many of the social sciences on the grounds of it not being in accordance with the theory of logica l positivism. Although the recognition of the importance of emotion from a communication perspective( Jorgenson,1998) gained prominence in the 1980s.(Dillard and Wilson 1993). Through research it was realized that the effectiveness of persuasive messages in highly enhanced when the message incorporates both flawless logic as well as the effective arousal of the receivers emotions.(Arnold,1985). Emotional persuasion is this the method by which the message receiver is persuaded through the arousal of emotion or through appeal to expected emotion. Sometimes the message producers include emotional appeals in the messages, intending to arouse a certain sort of emotion in the receiver which would increase the effectiveness of the persuasive message. However, the interpretation of the message by the audience member may have three possibilities; after the receiver appraises the message, the intended emotion will be invoked in him; multiple emotions are invoked in the receiver or no emotions are evoked altogether. Thus the study of emotional appeals has been done by a trial and error method ( Jorgenson, 1998) and also challenges the principle of the CFM model(Nabi,1999) to an extent. The cfm model states that the message producers should firstly decide which emotion they want to evoke to achieve their persuasive goals and then construct the message in a way to reflect the core relational theme or the crux of that emotion. This model points out one of the processes of emotional arousal. Another generic way of arousing emotions is by incorporating a novel stimuli in the message. It has been observed that often times prior knowledge may inhibit emotional arousal(iii). There are certain emotional appeals which evoke negative emotions in the audience member for example fear appeals in specific health campaign messages. In such messages, when the emotional arousal is followed up with effective and feasible ways to overcome the fear, this strategy is very effective in increasing the persuasiveness of the message. For example, when a commercial on AIDS elicits fear in the audience member, the next step should be to also inform the audience member about safe sex, the usage of condoms and other preventive measures which reassures the audience member as well. Walton(1992) states that many a times emotional appeals in messages are either irrelevant, i.e. , it is not pertinent to the message being conveyed or they are used as tools to camouflage the weakness of an argument being presented to inappropriately influence the listener(vi). Thus, even though it is the receivers perception of the emotion induced message which guides his attitude and the subsequent action, the receiver should be careful of the way in which he reaches his conclusion about the persuasive message. Thus from the above observations it can be summarized that the efficacy of a persuasive message from the stand point of a receiver can be measured in three parameters : the credibility of the source , the effective emotional arousal by the message and finally the provision of feasible measures to cater to the emotion( vi). Structure of Affect and Future Research :

Aquired Dyslexia :: essays research papers

DISCUSS SOME OF THE WAYS IN WHICH RESEARCH IN ADULT AQUIRED DYSLEXICS HAS ENHANCED OUR UNDERSTANDING OF HOW PEOPLE READ. The use of language is one of the most complex tasks the human brain must carry out. The way in which children acquire language is studied very carefully. This acquisition is enhanced by teaching from skilled language users, but in itself acquired by the child’s own observation and learning. For this reason the acquisition of spoken language is perhaps more well documented then the taught acquisition of reading skills. It is hard to determine how the human brain deals with the task of reading the written word. It can not be determined by introspection or studying the human brain in action as this is not possible. The way Psychologists and Neuroscientists have developed to determine hoe humans read is to observe people who have suffered some form of brain damage and have thereby incurred some form of reading disability. This disability is known as acquired dyslexia. From the study of such patients several variations of a basic model have been developed to highlight the way in which the written word is processed in the brain. The model is subdivided in to two main processing routes, the Non Lexical Route and the Lexical route. A model produced based on theories from Coltheart (1981) shows that there are several routes to speech production in the brain. The eye first identifies the printed word. In the adult skilled reader the eye does not move in a smooth pattern but actually jumps to certain focus points in a sentence the brain itself actually fills in the missing words. It does this by top down processing in which the brain applies words to the sentence to make the overall meaning correct. The eye does not move smoothly but actually jumps from point to point. The term given to the period when the eye is stationary and focused on a particular point is called a fixation. It is at these fixations when the eye takes up the information. The jumping movements are known as saccades. Javal (1887) first used this term. This jumping in saccades allows information to be processed faster. However it is believed that little or no information is taken up during a saccade. This is known as saccadic suppression. Dodge ( 1900) and Holt (1903). In addition to this saccadic motion it has been discovered that in readers of English the perceptual span of the visual field is greater to the right of the fixation point. Aquired Dyslexia :: essays research papers DISCUSS SOME OF THE WAYS IN WHICH RESEARCH IN ADULT AQUIRED DYSLEXICS HAS ENHANCED OUR UNDERSTANDING OF HOW PEOPLE READ. The use of language is one of the most complex tasks the human brain must carry out. The way in which children acquire language is studied very carefully. This acquisition is enhanced by teaching from skilled language users, but in itself acquired by the child’s own observation and learning. For this reason the acquisition of spoken language is perhaps more well documented then the taught acquisition of reading skills. It is hard to determine how the human brain deals with the task of reading the written word. It can not be determined by introspection or studying the human brain in action as this is not possible. The way Psychologists and Neuroscientists have developed to determine hoe humans read is to observe people who have suffered some form of brain damage and have thereby incurred some form of reading disability. This disability is known as acquired dyslexia. From the study of such patients several variations of a basic model have been developed to highlight the way in which the written word is processed in the brain. The model is subdivided in to two main processing routes, the Non Lexical Route and the Lexical route. A model produced based on theories from Coltheart (1981) shows that there are several routes to speech production in the brain. The eye first identifies the printed word. In the adult skilled reader the eye does not move in a smooth pattern but actually jumps to certain focus points in a sentence the brain itself actually fills in the missing words. It does this by top down processing in which the brain applies words to the sentence to make the overall meaning correct. The eye does not move smoothly but actually jumps from point to point. The term given to the period when the eye is stationary and focused on a particular point is called a fixation. It is at these fixations when the eye takes up the information. The jumping movements are known as saccades. Javal (1887) first used this term. This jumping in saccades allows information to be processed faster. However it is believed that little or no information is taken up during a saccade. This is known as saccadic suppression. Dodge ( 1900) and Holt (1903). In addition to this saccadic motion it has been discovered that in readers of English the perceptual span of the visual field is greater to the right of the fixation point.

Johnny got his gun :: essays research papers

When you think about it, no one likes war it is a horrible thing. The book Johnny Got his Gun defiantly proved that point, in the sense that it can leave you as a helpless human, or even kill you. If you win a war the outcome of it may be good for you but just think if you are in the position where you may not be able to move talk or even know if you are awake or asleep because your whole face has been ripped off by the shrapnel of the apposing enemy. If that isn’t torture than I don’t know what is! After reading Johnny Got his Gun, you will see the downside to the war and not just the great outcome that the public hears. Johnny Got his Gun should be read by all so they can once see the horrible part of war. You wouldn’t know it but the government hides the brutality of war very well. For instance in Johnny Got his Gun he really wanted to show the public what it was like to be a victim of the war. To do this he uses Morse code with his head to communicate to the nurse to tell them that he wants to show the public his body and what war does, but the nurses can’t because it is against the regulations of the government because they don’t want people to feel bad for him and get mad at the government for forcing him into the war through the draft. This is just one reason there are many other reasons why we should try to prevent war as much as possible. Johnny Got his Gun really brings you into the shoes of what it would be like to be a helpless war victim knowing that the rest of your life is destroyed due to war casualties. Getting the rest of your life destroyed for something you didn’t want to do in the first place just seem really out of place for our society today. The hardships that he goes through seems like hell, not knowing if you are asleep or awake, not being able to move at all, barely begin able to breath, not begin able to drink or eat, and most of all wanting to kill yourself just because you are so depressed of being a nobody, and not being able to do anything but lie in bed.

humor race and misunderstanding Essay -- essays research papers

Humor, Race and Misunderstanding â€Å"Comedy is simply a funny way of being serious.† Peter Ustinov   Ã‚  Ã‚  Ã‚  Ã‚  In â€Å"On Being Crazy†, DuBois defines crazy as behavior based on illogical perceptions. Both the narrator and wayfarer agree that the wayfarer walking in the mud and becoming muddy rather than walk along side a dirty nigger who is clean is crazy. DuBois illustrates that society prefers to cut off its nose to spite its face instead of fixing the nose. Twain builds much of the Adventures of Huckleberry Finn in the same manner. His commentary regarding the social injustice is buried within the story’s humor. While it isn’t readily available on the surface, if one is so inclined to look, it can be easily found. In the Adventures of Huckleberry Finn, Twain satirizes the idiocy and cruelty of society in general. The language of the book, despite its accurate reflection of 19th century dialect, in and of itself is an illustration of misunderstanding. Nigger. Although it has acquired additional connotations in today’s society, at base, it still evokes an intense emotional and psychological response. Even now, in print or in speech, the word nigger causes one to cringe. Today, no one would tolerate being referred to as a nigger let alone called a nigger to their face. However, Jim and every other black, free or slave, endured that insult daily because it was a part of the social fabric. Even those with ‘good intentions’ used nigger as a utility word to desc...