Eth 125

Compose a 1,400-to 1,750-word paper that responds to the accompanying inquiries: · What data about decent variety in the United States has helped you better comprehend or identify with others in manners that you might not have before? · Have you gained some new useful knowledge about your own racial, ethnic, or social history? · Trends in migration will keep on molding the socioeconomics of the United States. What will the U. S. populace look like in the year 2050? For what reason do you suspect as much? · What difficulties does the United States face because of the assorted variety of its kin? What are the advantages of such an assorted society? · How would we be able to cultivate an atmosphere of acknowledgment and social pluralism in the United States? · In what ways does the media propagate generalizing and partiality? Give guides to help your attestation. (References Required) · In what ways does the media help encourage thankfulness for decent variety? Give guides to hel p your declaration. (References Required) · How may people and the United States cooperate to diminish partiality and increment thankfulness for assorted variety? In what manner may you change your own practices to be increasingly comprehensive and pluralistic? Title of Paper Begin your paper with the presentation. The dynamic voice, as opposed to aloof voice, ought to be utilized in your composition. This layout is arranged by APA Style rules, with one inch top, base, left, and right edges; Times New Roman textual style in 12 point; twofold dispersed; adjusted flush left; and passages indented 5-7 spaces. The page number seems one inch from the correct edge on the principal line of each page, barring the Figures page.Headings Use headings and subheadings to compose the areas of your paper. The principal heading level is designed with introductory tops and is fixated on the page. Try not to begin another page for each heading. Subheading Subheadings are arranged with italics and ar e adjusted flush left. References Source material must be recorded in the body of the paper by refering to the creators and dates of the sources. The full source reference will show up in the rundown of references that follows the body of the paper.When the names of the creators of a source are a piece of the conventional structure of the sentence, the time of the distribution shows up in enclosure following the distinguishing proof of the creators, for instance, Smith (2001). At the point when the creators of a source are not part of the conventional structure of the sentence, both the creators and long periods of distribution show up in enclosures, isolated by semicolons, for instance (Smith and Jones, 2001; Anderson, Charles, start another page for each table [Insert table here] Figure Captions Figure 1. Inscription of figure [Figures note that this page doesn't have the original copy header and page number] Eth 125 Compose a 1,400-to 1,750-word paper that addresses the accompanying inquiries: · What data about decent variety in the United States has helped you better comprehend or identify with others in manners that you might not have previously? · Have you gained some new useful knowledge about your own racial, ethnic, or social history? · Trends in movement will keep on molding the socioeconomics of the United States. What will the U. S. populace look like in the year 2050? For what reason do you suspect as much? · What difficulties does the United States face because of the decent variety of its kin? What are the advantages of such a various society? · How would we be able to encourage an atmosphere of acknowledgment and social pluralism in the United States? · In what ways does the media sustain generalizing and bias? Give guides to help your attestation. (References Required) · In what ways does the media help encourage gratefulness for assorted variety? Give guides to help your at testation. (References Required) · How may people and the United States cooperate to diminish bias and increment gratefulness for assorted variety? By what method may you change your own practices to be progressively comprehensive and pluralistic? Title of Paper Begin your paper with the presentation. The dynamic voice, as opposed to inactive voice, ought to be utilized in your composition. This layout is arranged by APA Style rules, with one inch top, base, left, and right edges; Times New Roman text style in 12 point; twofold separated; adjusted flush left; and sections indented 5-7 spaces. The page number seems one inch from the correct edge on the principal line of each page, barring the Figures page.Headings Use headings and subheadings to compose the areas of your paper. The principal heading level is arranged with introductory tops and is fixated on the page. Try not to begin another page for each heading. Subheading Subheadings are organized with italics and are adjusted fl ush left. References Source material must be archived in the body of the paper by refering to the creators and dates of the sources. The full source reference will show up in the rundown of references that follows the body of the paper.When the names of the creators of a source are a piece of the conventional structure of the sentence, the time of the distribution shows up in bracket following the ID of the creators, for instance, Smith (2001). At the point when the creators of a source are not part of the conventional structure of the sentence, both the creators and long periods of distribution show up in enclosures, isolated by semicolons, for instance (Smith and Jones, 2001; Anderson, Charles, start another page for each table [Insert table here] Figure Captions Figure 1. Inscription of figure [Figures note that this page doesn't have the original copy header and page number]

Participation of Juveniles in Deviant Behavior Essay

From the very first light of the arrangement of common networks, a few sorts of conduct had been delegated unlawful and had been debilitated. Indeed, even the soonest enactments had delivered discipline for encroachment of the surviving laws, in more extensive interests of their general public. This training has proceeded right up 'til the present time and it is regular information with regards to what does or doesn't establish unsatisfactory or freak conduct. Abnormality has been portrayed as the break of the social gauges and one such example is wrongdoing. A significant subset of wrongdoing is adolescent misconduct or violations submitted by adolescents. Adolescent freak conduct happens because of various causes and a portion of these are an upset home condition, trouble in changing in accordance with the school condition that outcomes in stopping school and in poor scholarly execution and partner with improper people. Customarily, the point of view of criminology has been limited to the negation of laws set somewhere around society. Then again, look into with regards to deviancy has embraced an a lot more extensive point of view and marks any irregularity that is socially precluded as being freak. As needs be, the utilization of obscenities in discourse, blending with introverted component and liquor addiction establish freak conduct. At the end of the day, the sociological way to deal with aberrance envelops the limited point of view of conventional criminology (Deviant Behavior , 1994). The different advances that finish in the foundation of freak personality are lowness, social dismissal, and participation of a subculture that is degenerate and suspicion of a degenerate job. The supposition that will be that social procedures act in such a way, that the individual is constrained to accept a degenerate job, due to the rejection of the more customary positions. The consequence of the selection of such a degenerate job is, that the individual may turn into an individual from a freak subculture and may in the end enhance the job of perpetual deviancy (Deviant Behavior , 1994). A portion of the significant foundations for socially degenerate conduct among adolescents have been recognized, by analysts, as youth misuse, disregard and injury. The maltreatment of opiate substances has been viewed as the underlying driver of injury in adolescents and the vast majority of the adolescents in detainment were either dependent on drugs or had been dependent on drugs before imprisonment. Moreover, destitution has been seen as firmly connected with savage wrongdoing and crime. It was seen in numerous ghettos in the US that the crime percentage was on the expansion any place there was financial hardship, while there was a decrease in crime percentages in territories situated outside these ghettos (Blank, 1997. P. 47). It had been opined by the head of the youngster advancement and conduct part of the National Institute of Child Health and Human Development or the NIH that wrongdoing, pregnancy among adolescents, end of school and unsatisfactory scholarly execution were brought about by the absence of satisfactory understanding abilities. In addition, different research extends that had been led before, had set up that a lack of perusing aptitudes had an immediate bearing on the multiplication of adolescent misconduct (Hodges, Giuliotti, and Porpotage, 1994). In 1951, a study led by Melvin Roman, uncovered that roughly eighty  ¬Ã¢â‚¬ five percent of the individuals who were getting treatment in the center joined to the New York City Children’s Court, had disabled understanding aptitudes. It was likewise expressed by numerous specialists that kept adolescents were constantly portrayed by scholarly accomplishment that was unacceptable (Hodges, Giuliotti, and Porpotage, 1994). Monetary hardship creates an assortment of degenerate conduct in adolescents, who succumb to outrage, lack of concern, obliviousness and distress. Numbness keeps adolescents from exploiting the instruction framework to get aptitudes that could end up being satisfactorily gainful and this thusly brings about suspension of tutoring. Additionally, a portion of these adolescents may have guardians who enjoy the maltreatment of medications and this could encourage them to embrace chances that could demonstrate lethal, so as to encounter joy for a little span of time.

Understanding Howard Gardners Multiple Intelligence Theory

Understanding Howard Gardner’s Multiple Intelligence Theory Ever wondered why some people seem to thrive in certain tasks and others seem to struggle? It’s also common to see totally different results when the same group is given a new task that requires a new set of skills. Some of those who thrived in the first task could find themselves struggling in the second task and those who struggled could end up at the top.What this means, is that people are very different in the way they understand things. It’s common to feel frustrated when you have to teach a concept to a group of people and some of them just can’t get it. This is regardless of the fact that others in the group â€" who were exposed to the same training methods and materials â€" were able to understand the concept fully in a short time.This is the occurrence that Howard Gardner was trying to understand when he came up with the Multiple Intelligence Theory. Let’s dive in and find out what this theory is all about and how it approaches the manner in which we understand new c oncepts. THE MULTIPLE INTELLIGENCE THEORYThe Multiple Intelligence Theory is a psychological theory about the human mind. It is against the notion that intelligence is a single trait that we are born with and can’t change. It states that there are at least eight different human intelligences that all human beings possess.This theory came about after conducting research on the way people understand things. Howard Gardner believes that it documents the extent to which one student will have different kinds of minds which make her understand, perform, remember and learn in a unique way.Gardner identified eight different “intelligences” that influence the way we perceive and understand things. The difference between you and me will be in the strength of these intelligences. However, it’s important to note that the eight intelligences identified by Gardner are not exhaustive in determining an individual’s learning characteristics.Rather than seeing intelligence as a single ability, Gardne r differentiated it into eight specific modalities. These different modalities should be put into consideration when designing an educational system. The system should provide learners with different ways of understanding concepts. This is because when presented with the same learning materials, learners don’t all learn in the same way.Since we all have the eight intelligences in varying amounts, the effect of the training will be determined by how each one of us personally relates to the message. Is the message in line with your prejudices? Is it something you can relate to?Since the development of the eight intelligences is affected by genetics and our experiences, no two people will have the exact same profile. This is because even identical twins, born by the same mother and raised by the same parents in the same environment will have different experiences.IMPLICATIONS FOR CLASSROOMSWhen you consider all eight components of the Multiple Intelligence Theory, it might appear imp ossible to teach a concept to all the different learning styles. However, when you incorporate different training styles and materials in the learning, it becomes easier.When a teacher understands this, it will be easier to present the concepts in a manner that the students will find easy to understand. We can take the concept being taught to be like a room with eight doors that students can use to gain entry. The students can choose to use any of these doors to get into the room.The preferred entry will vary from one student to the other but the end result is that the student is finally in the room. When a teacher understands all these entry points will help the teacher to present concepts in a manner that is easy to understand for a range of students. The students will then explore their entry points and see the concept from a number of perspectives thus preventing stereotypical thinking.With this in mind, it becomes clear why a mix of media is more effective in teaching. Here are some elements that would help if they were introduced to classrooms:Visuals: Have you ever heard the saying that goes ‘a picture is worth a thousand words’? Well, this is true in virtually any form of communication. You don’t have to make your students go through a thousand words when you can simplify everything using a simple picture. Visual media can make complex concepts easier to comprehend so it helps make learners’ lives easier.Sound: Here, we’ll look at verbal sound such as an audio narration and non-verbal sound like music. Imagine if a teacher only goes to the classroom to hand out reading materials and to write on the board without talking. How effective would learning be in this situation? You will agree with me that things are far much better when some explanation is done verbally during the learning. When it comes to non-verbal sound, the effect will depend on the concept being taught. Music, for example, can never be taught without making the learners listen to music.Realia: These are physical tangible objects that learners can touch and feel. These objects are very effective in teaching motor skills. Where the concept involves unfamiliar objects, having the objects present helps improve cognitive skills to a great extent. An example would be a teacher teaching motor vehicle technology in a class where the students are learning about the gearbox and how it transfers torque from the engine to the wheels. It will be very useful to have an actual gearbox present in the classroom and take it apart for the students to see the gears and how they work. This is the reason why students in some subjects must have lab and workshop sessions.Color: On the subjects that will need multimedia, color is important if the object’s color is relevant to what is being learned. An example would be using a black and white screen to teach the 7 colors of the rainbow. The lesson would leave the learners more confused than they were at the beginning since they would not be in a position to see these colors.Learning ability: Some learners are not as good readers as others. For these leaners, the concept will be hard to grasp if the lesson is primarily delivered using written materials. Incorporating some visuals in the teaching materials will help a big deal. It also helps these poor readers if the teacher can speak to the learners and explain the concepts verbally.More emphasis on identifying strengths: Since the teacher understands that every student is fundamentally different from the others, there is a bigger need to identify the strengths and weaknesses of the students.With this understanding, the teacher can pick the teaching materials that work best for the learners.COMPONENTS OF THE MULTIPLE INTELLIGENCE THEORYNow that we know what the theory is about, let’s go further and talk about what each of these intelligences is all about. Here are the eight components of the Multiple Intelligence Theory as identified by Howard Gardner:Bo dily KinestheticInterpersonalIntrapersonalLogical-MathematicalMusicalNaturalisticVerbal-LinguisticVisual-SpatialLet’s now take a look at each of these components and what it means for the individual.Component 1. Bodily KinestheticThis intelligence is about movements like the name suggests. These movements involve the entire body as a whole or individual parts of the body. They can be used for self-expression, or for creating a desired effect like in the case of a dancer.Due to its practical nature, this intelligence is not considered to be very valuable when compared to other intelligences. However, its importance in the world cannot be ignored. For example, it is vital that our surgeons to have high bodily kinesthetic intelligence.Characteristics of Bodily-Kinesthetic IntelligenceStudents with strong kinesthetic intelligence will have one of the following traits:Athletic: These are the students who participate in and are good in athletics are generally high in bodily kinesthetic intelligence. Basically, to excel in activities that involve movement of the whole body require high bodily kinesthetic intelligence.Physical Dexterity: It’s possible to have high bodily kinesthetic intelligence even if you don’t engage in physical activities that involve the use of the whole body. This second trait is seen in the students who have the ability to skillfully perform tasks using some body parts. An example here would be surgeons who need a great level of skill and precision in their work.They learn by conducting experiments and seeing what happens as opposed to reading theories. These are the students who have an easier time doing experiments in labs when compared to learning in classrooms.To be able to design and conduct experiments, they are extremely curious. They question things and will be quick to check if theories are true by doing experiments.Good motor skills. They are well-coordinated and will have no problem performing tasks that need skill and precisio n. They also tend to touch and fiddle with things whenever they get a chance.They enjoy outdoor activities more than those that have to be done indoors.These students usually have lots of physical energy because they like to be active.When faced with a new object, this student will want to touch and feel it, rather than just looking at it. They like to work with their hands and figure out how things work. When talking, this student will subconsciously use hands to make expressions that will help get the message across.These students also enjoy exhilarating experiences like sports and action packed games.Owing to their outgoing nature, these students are not comfortable sitting still for too long. They will usually wander off or find something to do when they find themselves in a situation that requires them to sit and wait.In day-to-day life, we all use a degree of kinesthetic intelligence. In communication, for example, 80% of what the recipient perceives is non-verbal. This means that there are a lot of concepts that would not be fully understood without the help of a non-verbal element in the explanation.This is true especially considering the fact that experiencing something physically provides clearer insight, lasting memory and consequently a deeper understanding.Developing Bodily Kinesthetic IntelligenceThis intelligence is seen in physical activity so if you want to develop it, you will need to engage in physical activity. Here are some activities that can help you develop bodily kinesthetic intelligence:Find a sport that you like and join a team that plays regularlyLearn a craft like pottery, weaving or sewing and practice it regularlyLearn an act like jugglingEnroll for a martial art like judo, karate or aikidoImprove your sense of balance by walking on balance beams. You can use the curb or low walls if you don’t have access to a gymRegularly engage in physical exercisePlay charadesHelp children as they practice art and craft. Try and get involved as much as possibleTake an acting or dancing classBoost your reflexes by playing video games that require swift responsesTake up a hobby that requires you to perform hands-on tasks like cooking, gardening or building modelsCareer Matches for Students Strong in Bodily Kinesthetic IntelligenceCarpentryBuilding and ConstructionEngineeringArchaeologySurgeryDancing and ChoreographySports CoachingFitness TrainingManufacturingMassage TherapistsTheatre and Performing ActsAthletesFire FightersMechanicsComponent 2. Interpersonal IntelligenceInterpersonal intelligence is about the ability of a person to interact effectively with others.This means that they need to understand what is going on in the other person’s mind. It is seen in the ability of an individual to establish and maintain human relationships.This means that interpersonal intelligence makes you sensitive to different moods, temperaments, intentions, motives, feelings, motivations, perspectives and characteristics of other peop le.When you are able to perceive these variables accurately, it will be easy to learn from others and to figure out how best to contribute to their personal development. Interpersonal intelligence is important in understanding situations, managing relationships and negotiating conflict.Characteristics of Interpersonal IntelligenceStudents high in interpersonal intelligence have an interesting perspective towards learning. They are very sensitive to verbal and non-verbal communication hence they have a very good understanding of what other people are feeling.Here are some common characteristics of people with high interpersonal intelligence:Sensitivity: Thanks to their strong ability to perceive both verbal and non-verbal, they are sensitive to other peoples’ feelings. They are aware about what is happening and can be genuinely concerned for others.Influential: These students have the ability to influence and persuade others to do things because they know how they feel and in most cases, they can identify the cause of the good or bad feeling. As a result, they will say the right words for the situation.Extroverted: Students high in interpersonal intelligence tend to be outspoken. They are not uncertain about what others will think hence they have no problem putting themselves out there.Empathetic: The ability to perceive other peoples’ moods and feelings makes it easy to understand what exactly is going on. With this understanding, they can have some empathy for others.They have many friends. We all love someone who can listen and understand us. Interpersonal intelligence gives the power to understand others hence everybody who has it will generally be more likeable.They enjoy social events. While introverts have a hard time in social gatherings, students high in interpersonal intelligence are the exact opposite. They thrive in crowds hence they are more comfortable.They are cooperative in groups. Regardless of whether they are leading the group or not, the se students are more cooperative in group work. This is because they understand how the leader feels and hence they will tend to cooperate when called upon.They are good in tasks that involve finding the middle ground between people like negotiation or mediating conflicts.Interpersonal intelligence is very useful in day-to-day activities. It is one thing that will be useful no matter the environment or industry. It gives skills that will always be worth having. It could be in a long-term position when called upon to lead or a one-off occasion when managing a difficult person or when resolving a conflict.Let’s now take a look at how you can develop interpersonal intelligence.Developing Interpersonal IntelligenceDeveloping interpersonal intelligence is not difficult. In most cases, you only need to listen more and talk less. It also helps if you can try to observe more. Here are some activities that can help improve your interpersonal intelligence:Join a service oriented group that meets regularly for a set goal. A good example of this group is a volunteer group that visits nursing homes every month. You’ll find people in this group easier to talk to.Spend some time each day actively listening to your spouse, colleague, child or a close friend. While you listen, make a point of trying to understand how they feel and why they feel the way they do.If you find yourself in a queue or a waiting room, try to initiate conversation with a complete stranger. It might not always go well, but you will be getting better at interacting with different types of people with every encounter.Enroll for seminars and workshops in communication skills and interpersonal interactions.Make a target of finding and meeting and initiating conversation with at least one new person every day.Whenever you have the chance, take a leadership position at work or in a community based group where you have a common goal.Set apart fifteen minutes every week to just watch people from a distance in a public place like a train station, shopping center or restaurant and try to figure out each person’s moods through from their body language.Read biographies of people known for social competence like Bill Clinton or Abraham Lincoln and learn something from each one of them. It would also help to read non-fiction books on the subject. Books such as Influence: The Psychology of Persuasion by Robert Cialdini and How to Win Friends and Influence People by Dale Carnegie.When having a chat with others, find something you like about the other person and find a way of naturally bringing it into the conversation. Notice how this affects the conversation.Career Matches for Students with Strong Interpersonal IntelligenceSocial WorkerTeacherNegotiatorReceptionistCareer AdvisorHuman ResourcesRecruitment OfficerHospitalityEntertainmentCounsellorPolice ForcePoliticianClergyManagerDiplomatSales RepresentativesTherapyCoachComponent 3. Intrapersonal IntelligenceUnlike interpersonal intelligenc e, this intelligence is about self-awareness. It is the ability to monitor your own thoughts, feelings, weaknesses, desires, moods, anxieties, strengths, goals and progress over time. This means that you will be better able to manage your own anxieties, hence it will be easy to make plans that are in line with your strengths.This intelligence is not something that can be linked to success in specific careers. It should be viewed as a goal that every individual should have in this complicated modern society. With this knowledge, any action taken will be more impactful.Characteristics of Intrapersonal IntelligenceVery few people have been taught about developing intrapersonal skills and the importance of being able to monitor our own thoughts and feelings. Since this subject is rarely taught in schools, many of the people who have strong intrapersonal skills have acquired it themselves through taking keen interest in their ability to control themselves.Many people believe that interpe rsonal intelligence is the road to learning, personal achievement and satisfaction no matter the career path you take. This is because it is involved in decision-making, goal-setting, self-management and self-reflection.The following traits are common among individuals with intrapersonal intelligence:Well motivated and determined. These are the people who will not need a lot of supervision to get a task done. As long as they are convinced of the importance of carrying out the task, they will find sufficient motivation to complete it.They have a strong sense of identity and purpose. One of the benefits of a good understanding of yourself is the good sense of direction. You will know what exactly you want to do with your life and this makes it easier to set goals and to make plans for how the goals are going to be achieved.Introverted and may appear to be shy when in the presence of others. Many of these people are not very strong in interpersonal skills. As a result, they prefer to w ork alone since it is the best way to get predictable results. This preference might make them appear shy since in most cases they tend to seclude themselves.They are well aware of their own strengths and weaknesses. This means that they are aware and comfortable with their boundaries. They know what they are capable of, and what they are not.Goal setters. They know where they are and where they would like to be, and with this knowledge, they will have goals for achieving their targets.Organized. When faced with a problem, these people will tend to break it down into small manageable chunks and set plans for achieving each milestone.They are philosophical and will tend to think reflectively about matters surrounding any problem they are faced with. As a result, they tend to be perfectionists since they will want to look for the best possible solution to the problem.They keep a journal. One good way of self-reflection is by use of a journal. By keeping a journal, these people are abl e to know how the different experiences they had made them feel. It also helps in thinking about the reactions made and how the situation could have been improved.They are very independent and will usually prefer to be self-employed as opposed to working for someone else.The kind of awareness that is brought about by intrapersonal intelligence is a big advantage to any individual. This is because it helps you to learn from past experiences and therefore makes you a better person over time.Developing Intrapersonal IntelligenceHere are some ways that you can develop intrapersonal intelligence:Learn to meditate and set aside some time every day to do it. If it’s possible, have a quiet place in your home where you will be doing this and eliminate any distractions.Write down your hopes, dreams, plans and goals so that you can analyze them as you achieve them and work on any difficulty that might arise.Read self-help books and listen to audio books and podcasts on the subject and see ho w you can become more effective in your duties.Have a personal ritual that makes you feel good and practice it as often as you choose.Work with a counsellor or therapist to explore and discover yourself.Take up a unique hobby that will distinguish you from the crowd.Make a time-bound plan for how you are going to develop yourself. You can have several of these for several periods e.g. 1 year, 5 years, 10 years etc.Set goals for both the short and long-term and more importantly, follow through. Setting the goals will do you no good if you don’t follow through. Don’t rely on willpower alone for your goals. Willpower is precious, but it can also get unreliable. So make a list of steps that you will need to take to achieve the goal, and follow them at all costs.Keep a journal that you will use for recording your thoughts, moods, dreams, feelings,goals and memories every day. You can start with setting daily achievement targets and reviewing them at the end of every day as you set ta rgets for the next day.Make a list of iconic individuals who were known to make a real positive impact on the world thanks to their powerful personalities and make a point of reading their biographies. This could be one of the items on your list of short-term goals.Spoil yourself at-least once every day and while you are at it, engage in behaviors that enhance your self-esteem. An example is listing your successes or positive self-talk.Like any other thing that you would want to get in life, it will help you to spend time with people who are where you want to be. So spend time with people with strong interpersonal intelligence and find out how they got there.Write your autobiography. It doesn’t have to be good enough for publishers. The process of writing it will help you learn a lot about yourself.Career Matches for Students with High Intrapersonal IntelligenceAs mentioned above, there are no specific career paths that rely solely on intrapersonal intelligence. By helping an indi vidual track and achieve his personal goals, this intelligence is a huge benefit in almost any industry or career path that you might choose to follow.The following are a few that have produced brilliant individuals because of intrapersonal intelligence.PsychologistPhilosopherWriterLawTheologianComponent 4. Logical-Mathematical IntelligenceThis intelligence is about the ability to conceptualize logical relations among symbols or actions. It gives a student the ability to understand complex problems by assessing the relationships between different symbols, actions or processes.This intelligence asks questions and seeks logical solutions for the problems. It gives the power to analyze and evaluate the problem-solving process to try and find the best logical way of solving problems.Characteristics of Logical-Mathematical IntelligenceHave you ever been around individuals who seem able to figure out just about anything? People who are able to solve complex puzzles and find connections be tween symbols that enable them to see more possibilities than most others? These people are rich in logical-mathematical intelligence.This intelligence gives the ability to comprehend and even predict the effect of actions on objects. This ability comes from the understanding of the way one object or symbol relates to another. This understanding is applied to overcome complex logical and mathematical challenges as well as providing the critical and creative juices for coming up with new solutions.Here are the common characteristics among students with high logical-mathematical intelligence:In school, they thrive in math. When you enter a math class, you will easily identify them because they are in their element. They have no problem grasping and applying formulas and as a result, they produce good grades.They have no problem using mathematics in their day-to-day life. These are the people who enjoy working with numbers and symbols hence they will easily come up with a quick equatio n to improve efficiency or to solve a problem in their day-to-day life.They are also naturally curious and will not hesitate to ask questions if they believe that something can be improved or done in a better way.They follow a logical line of thought. This means that they will apply logical reasoning in their everyday life hence they might have some difficulty where emotions contradict with logic.They enjoy mental challenges and games that involve careful observation and strategy formulation. You are more likely to find these people playing board games, solving a Rubik’s cube or solving puzzles as compared to physical outdoor games.They are problem solvers. When something in their life doesn’t seem right, they will look for patterns and links that can help in finding a solution.Generally well-organized in their approaches. They have lists, plans and objectives for achieving set targets. Items are organized into categories for better understanding. They are also unwilling to make compromises where they have already established a plan.They are likely to demonstrate obsessive behavior especially when they have a problem to solve.They enjoy conducting all sorts of experiments to see what would happen to the end result if different variables were to be changed.They give and like to receive rational explanations.This does not necessarily mean that you have to be good in math for you to be strong in logical-mathematical intelligence. This intelligence is portrayed in the ability to take a logical and systematic approach to problem solving. It is seen in the curiosity to actually investigate and analyze and where necessary collect information about the concerned objects rather than taking things at face value.Developing Logical-Mathematical IntelligenceDespite how intimidating this intelligence may sound to people who don’t like math, you can actually improve your logical-mathematical intelligence without having to memorize complex mathematical formula.Everyone can benefit from increasing this intelligence no matter the industry where they work in. The ability to solve problems in a logical and systematic manner can help bring clarity to your thoughts and you will be rewarded with better understanding of the problem hence you will come up with better solutions faster. The curiosity to question, investigate and analyze to verify trends also improves learning.Here’s how to develop your logical mathematical intelligence:Solve logic puzzles and brain teasers during your free time. You can start with simple puzzles like Sudoku and move to more complicated ones.If you don’t have a strong background in math or science, take a short evening class in basic math or science or both. It will go a long way.If you have kids, help them with their math or science homework. Sometimes trying to explain a concept to someone else is the best way to fully understand it.Read through the business pages in a newspaper and try to understand the unfamiliar fina ncial concepts that you will find there.Make a flow chart of the processes that take place in your place of work and try to come up with a way to improve efficiency in the process.Play logical games like Dominoes, Cluedo or Go with a group of friends.Find topics that you know nothing about and learn about them. For example, how do microwave ovens cook? How does an electric motor operate? Why is the sky blue? What is a superconductor? What causes rain?Career Matches for Students with High Logical-Mathematical IntelligenceLogical-Mathematical intelligence gives you skills and abilities that are applicable in many industries. However, there are specific career paths that these skills and abilities will give you a big advantage. Here are some of these careers:PhysicistComputer programmerEngineerAuditorAccountantAir traffic controllerAviationTelecommunicationsDetectiveArchitectInsuranceLogisticsChemistMedicineFinancial ServicesProject ManagementStock market traderScientistLawyerResearche rMathematicianComponent 5. Musical IntelligenceMusic is important because of the many things that it can do. It can be used for relaxation, learning entertainment, communication, symbolic representation and facilitation of social integration. To achieve all these functions, the music has to have different characteristics that most people can’t really perceive.Musical intelligence is found people with a sharp ear for detail. Unlike most of the others who merely have the ability to perceive music, these people are able to perceive and appreciate detailed aspects of music.Have you ever sat with a person as you listen to music and you hear them say that the pitch, rhythm or some other aspect of the music is a bit off? If you are like most people, you’ll know music to be either good or bad. People with musical intelligence know exactly why it is good or why it is bad by their ability to perceive rhythm, melody, pitch and all the different patterns of sound.Characteristics of Musical IntelligenceWe all enjoy good music. However, we all can’t make good music. The difference between the people who can deliberately make good music and those who can only enjoy good music is really what musical intelligence is all about. Here are characteristics that come with people with strong musical intelligence:Good vocal skills. When they sing, you will stop to listen because the voice alone will be able to summon your attention. Even without instruments, they can produce a masterpiece with their voices alone.Good rhythm. These people will be able to sing along to music without getting lost. They hum, whistle or tap in line with the beat.Good composing skills. These people are able to compose songs and write music that delivers the message in a manner that achieves the desired goal of the piece of music. They can come up with defined tunes that when put together with the right lyrics will make a moving work of art that people will love to hear.Good instrumental skills. Many o f the songs we listen to today rely on instruments to deliver. However, for the instruments to deliver, they need to be played by instrumentalists high in musical intelligence. These people are able to play one or more musical instruments skillfully. They are also able to know the different instruments that have been used in a song by just listening to it.Keen ear for detail. It’s hard to produce good music if you don’t know how good music sounds. Musical intelligence gives you the sensitivity to the different elements of music like rhythm, pitch, melody, timbre etc. You will be able to tell when someone is singing off-key.Strong passion for music. Even when not listening to music, they will usually have a song running through their heads and they will be singing, humming or whistling as they go about their day-to-day activities.They are generally fascinated with sound. These are the people who are known to make good music out of different random sounds. For example, in this  vi deo someone made nice music from random sounds in the house.They easily remember tunes and will be singing along with the song after hearing it a few times.How many songs did you sing when you were young to help you remember things in science like planet names on the solar system, colors of the rainbow or even shapes? Fast forward to today and you’ll find that you know words to songs that you didn’t consciously memorize. That alone shows how powerful music is in enhancing memory.Developing Musical IntelligenceRhythm makes learning easy and fun. That is why we find ourselves having memorized words to songs we like. Children also learn faster when they are taught using nursery rhymes and children’s songs. Some of the children’s songs have been passed down many generations because of their effectiveness in learning.There’s no denying the fact that musical intelligence has a big impact on learning capabilities of students. With that said, developing musical intelligence is som ething that would help in improving learning capabilities. Here are some ways of developing musical intelligence:Join a choir. Almost anyone has access to a choir that is willing to accept new members and this is one place where you can get free training and practice in musical awareness.Learn how to play a musical instrument. You can start with drums, the piano or even a guitar. Learn the basics, and practice until you are competent enough to play several different songs. Don’t look at learning as a means to an end. Instead, seek to get better each day and before long, you will be a good player.Spend some time each week listening to a style of music that you are unfamiliar with. If you like jazz, you can listen to country, heavy rock, house or even African music.Buy an electronic keyboard and learn chords and melodies.Have background music as you go about your day-to-day activities.Try to find melodies or rhythms in natural occurrences such as bird songs, footsteps or even the wa shing machine.Read poetry regularly and learn to write itAttend concerts and other musical eventsListen to your music collection regularlyTake a walk in the park and see how many birds you can identify from their songCollect recordings of songs that you loved or meant a lot to you at different points of your life.Make a rhyme, song or chant using things that you would like to commit to memory.Listen to different types of music and notice how they affect your mood.Associate different topics or subjects that you are learning with specific songs.Last but not least, sing in the shower! You can also extend it to the car and literally everywhere else as long as it is appropriate.Career Matches for Students High in Musical IntelligencePerforming MusiciansSongwritersRecord ProducersTV and Radio IndustryTheatreEntertainment IndustryFilm and Video IndustryMusic RetailersAdvertising IndustryMusic TeachersChoir DirectorsSingersMusic ComposersComponent 6. Naturalistic IntelligenceNaturalistic in telligence is defined as the ability to recognize and make distinctions in the world of nature. For example, there are young children who are much better at recognizing dinosaurs than a majority of adults. Howard Gardner gave an example of Charles Darwin as someone with this type of intelligence.It brings the ability to perceive nature with a high degree of accuracy. With this ability, it’s easy to recognize and categorize elements of nature according to their usefulness. This is one ability that was very valuable in the past when humans survived by hunting and gathering. It is still useful in roles such as botanists, farmers and chefs.Characteristics of Naturalistic IntelligencePeople with naturalistic intelligence have the following characteristics:They love playing with petsEnjoy gardeningLove exploring nature and discovering new things that they have never seen beforeRaising animals as petsClassifying natural features such as rocks, lakes and mountains and living things such a s animals and plants.They believe in caring for planet earth and will take part in campaigns promoting green living and environmental conservation because they are bothered by pollutionThey appreciate scenic destinationsThey are the people who are at their best when in contact with natureThey love camping, mountain climbing, hiking, taking walks in nature and any other activities that give them a chance to be in natureThey are very conscious of weather patterns and changes in the environmentThey are fascinated by animals and their behaviorDeveloping Naturalistic IntelligenceHere are some of the things that you can do to develop naturalistic intelligence:Visit the zoo and look out for similarities and differences between the animals there. Try to group them using their common characteristicsGo to a garden center and do the same with the plants there.Visit the countryside and spend time in nature. Notice the different sounds made by birds, the colors of different plants and animals an d the smells and textures of different elements of nature.Take up gardening and try to grow different types of plants. Identify all the plants that you grow, their unique characteristics and any benefit they could have to man.Take note of changes in the environment that affect you and other forms on life within that environment. You could start small with your local environment and go bigger until you can identify global changes that affect all countries in the world.Get a pet or volunteer in a local animal shelter. You can also volunteer to take care of local public gardens or parks in your free time.Use telescopes, binoculars, microscopes and magnifying glasses to see things differently and maybe even discover whole new worlds that you never knew existed.Make drawings or take photographs of natureCareer Matches for People with High Naturalistic IntelligenceAs you would guess, people with this intelligence will thrive in careers with vast amounts of exposure to nature. They have a high appreciation for and sensitivity to nature.As a result, they are good at growing and nurturing things and they will care for and interact with animals well. Here are some of the careers that such people would thrive:GardenerConservationistFarmerZookeeperGeologistMarine BiologistBotanistChefGeologistAnimal TrainerEcologistPark RangerVetFloristArchaeologistEnvironmental ScienceForestryMuseum AttendantsComponent 7. Verbal-Linguistic IntelligenceIn life, communication is one of the most important things in life. The ability to get the message across is commonly overlooked, but it is something that many people lack. It is one thing that we all need to get along with others in this world.Verbal-Linguistic Intelligence deals with the art of communication using words. However, it goes deeper than the normal communication we need for interacting with others. This intelligence gives you developed linguistic skills that will enable you to write and speak fluently, while making use of voca bulary that will enable you to convey exactly what you need to convey with a high degree of precision.Howard Gardner defines this intelligence as “sensitivity to the meaning of words, the order among words, sounds, rhythms, inflections, different functions of language, phonology, syntax and pragmatic.”Characteristics of Individuals High in Verbal-Linguistic IntelligenceA general characteristic of these people is that they have a way with words. These are the people who will not be shy in front of a microphone. They will speak and move their audience with their eloquence and clarity.In addition to that, they also have one or more of the following traits:Good literature skills. When writing, they have the ability to choose their words well in order to create the desired emotion. An example here would be when writing poems, letters or stories.They are good communicators and will have no problem getting the message across. They are able to choose their words and the intonation corre ctly so as to communicate expressively to ensure that the message is home. They are also able to listen carefully to what is spoken by others and their language pattern to better understand what they are trying to say.Good verbal memory for what is read, written or spoken. They are able to accurately remember a quotes or famous sayings used in a speech, book or story.They are quick to notice grammatical mistakes in verbal or written communication.They have a wide vocabulary and will occasionally use uncommon “fancy” words.They love to fill out crossword puzzles and other word games.Many of them have book collections that they highly value.They like exploring puns and rhymes.They like to write.They are fascinated with words and their meanings.Examples of people who had this intelligence included William Shakespeare, Ben Elton and Herbert George Wells.Developing Verbal-Linguistic IntelligenceThis is one intelligence that is hard to develop because it requires passion and hard work . However, it is possible. Here are things that will help you develop verbal-linguistic intelligence:Grow your vocabulary. Make a point of learning a new word every day and find a way to use it until you become familiar with its meaning and all its uses.Talk to people. Studying about language will only give you the knowledge. To develop the skill, you will need to practice so be sure to express your opinion and to tell stories and jokes every time you get the chance.Get yourself some word games such as scrabble, crossword puzzles, acrostics or anagrams and have fun with them as you improve your verbal-linguistic skills.Listen carefully to famous speeches and popular literature and notice the use of similes, oxymorons, metaphors and rhymes.Read a book every weekJoin a book club that meets regularlyAttend a writing classRecord yourself speaking and listen and evaluate your performancePrepare a talk on any topic for a community or business eventKeep a diary and write about a topic of y our choice on it every dayNotice the different verbal styles that other people who you meet have. It could be in the slang expressions, intonations or even their vocabularies.Make up some puns and jokes and tell themLook for a chance to teach someone to read or speak your language.Look up any unfamiliar words you come across in your reading.Career Matches for People with High Verbal-Linguistic IntelligenceWritersPreachersEditorsTeachersPublic SpeakersJournalistsPoliticiansBroadcastersActors/ActressesPublishersAdvertisingMarketingCall CentreLawComponent 8. Visual-Spatial IntelligenceTry to imagine being in an airline pilot’s shoes. It’s not possible to get a full representation of the surrounding environment from the cockpit. However, the pilot needs to know exactly what is happening in all parts of the plane and the surrounding environment in order to fly safely and effectively. This calls for visual-spatial intelligence.This intelligence gives the ability to conceptualize large -scale spatial arrays and is defined as the ability to perceive the visual world accurately and to perform modifications and transformations upon the initial perceptions but still be able to recreate aspects of one’s visual experience in the absence of physical stimuli.Let’s go back to the airline pilot’s example. When going into the plane, he sees how big it is and how far behind the wheels and tail are, but the moment he sits at the cockpit, he can’t see all that. However, he has a mental picture of the plane’s position at all times of the flight based on the interpretation of the information he is able to receive from the displays on the cockpit.Characteristics of Visual-Spatial IntelligenceHere are traits common in people with high visual-spatial intelligence:Accurate spatial awareness. They are able to solve problems that involve spatial orientations and movement of objects through space. An example is an airline pilot moving the airplane, maneuvering a car or finding your way around using a map.They are good with their hands. Their strategic hand-eye coordination is top-notch hence they are able to do tasks that require precise coordination.They are good at solving visual puzzlesThey are good in geometry and construction of shapes from descriptionsThey have an easy time visualizing pictures in their heads even before they see themThey notice shapes and colorsThey are good in giving and interpreting directionsThey can remember places vividly even after visiting them a few timesThey prefer to read books that have picturesThey have a high attention to visual detail. This means that they are observant hence they will notice more things in a new environment.They have no problem reading mapsDeveloping Visual-Spatial IntelligenceThe following list shows things that will help you improve your visual-spatial intelligence:Learn to draw or paintDraw a map of a familiar area and have it tested by someone who is new in the area. If they can accurately get t o their destination, you did a good job. Remember to have a backup so that they don’t get lost!Use different routes on different days to get to work, school or any destination that you travel to regularly.Visit art galleries and observe the placement of the portraitsPractice calligraphyTry to get a mental picture of the person you are speaking to on the phone. You can take it a step further and try to picture their surroundings from the description they will give.Draw a floor plan of your office at work or the house you live inLearn to driveGo for a hike with some friends and be the one in charge of reading the map and giving the group directions.Career Matches for People High in Visual Spatial IntelligenceGraphic DesignFashion DesignAviationInterior DesignTaxi DriversTattoo ArtistsAnimationArchitectsAir Traffic ControllersLandscapingPhotographers

Journal of Sofonisba Anguissola Essay example - 1150 Words

Journal of Sofonisba Anguissola From the Journal of Sofonisba Anguissola: June 1, 1581 I have painted many self-portraits in my life, but the one that sticks out the most to me is the one in which I painted myself holding a book. I was born in a time, when women typically were not encouraged to obtain an education. My family, however, went against the grain, and actively supported my sisters and I in our education. Even today, as I write this, my society celebrates women for our â€Å"virtue and beauty,† (Niyazi, 2011) with our sole purpose being solely the â€Å"ambition to marry and bear children† (Niyazi, 2011). Nowadays, women in Italy are â€Å"consigned to sit in their palazzos and pursue needle work† (Burke, 1995) when not occupied with†¦show more content†¦I avoided these â€Å"female signifiers† (Niyazi, 2011) so that the audience would not connect my image with beauty, which is something that is traditionally connected to women in my society. I created this image to look masculine in order to show that I am mature, indepen dent, and self-possessed (Niyazi, 2011). Even the background behind me has nothing that would detract from this; the background is a rich green color that only makes my figure stand out to the viewer. I can only hope that the women that have looked at this portrait of me are inspired to pursue their goals and dreams, no matter how foolish they may seem to be by society. I have been fortunate enough to be allowed to break away from my expected norms and go after the arts. I hear that I am the â€Å"first known woman artists to achieve international fame,† (Clara, 2012) which means that my efforts and my talents have not gone in vain. It is my humble wish that decades from now, women can look at this painting and see that their efforts to be more equal to men are worth and so important. Amongst the paintings that I have created, there are several others that I think are an important contribution to the study of art. The first one is The Family Group, which I painted in 1558. In this painting, the central figures are my father, Amilcare, my sister Minerva, and my only brother, Asrudbale. In the painting, my fathers attention is focused on my brother, while my sister stands behind them. This painting representsShow MoreRelatedArt History Study Guide3003 Words   |  13 PagesMeadow; Galatea; Alba Madonna; Pope Leo with Nephews; Baldassare Castiglione * Titian –Assumption of the Virgin; Pesaro Madonna, Venice; Venus of Urbino; Isabella d’Este; Portrait of a Man * Mannerism (1520-1560) * Anguissola, Sofonisba –Artist’s Sisters and Brothers * Bologna –Abduction of the Sabine Woman; Astronomy * Bronzino –Venus, Cupid, Folly and Time (aka Exposure of Luxury); Portrait of a Young Man * Cellini –Saltcellar of Francis I;

Social Shaping of Technology Free Essay Example, 2000 words

Research by Mackenzie and Wacjaman (1998) argues forcefully against the idea of technological determinism for the proposition that socialism shapes technologies. These researchers argue that technology is more about bureaucracy, social preferences, and economic pressures, and not just science invention. In her example, Cowan (1983 p. 16) argued that technical necessity did not introduce the refrigerator. However, because 1920 General Electric escalated the need for the United States to sell to their consumers 24hr household electric refrigerators to its consumers (MacKenzie & Wajcman 1985 p. 44). Consequently, social shaping approach became more popular within the European Union, and the scholars became more interested. However, other non-technical factors contributed to the domestic technological needs. A study by Crafts et al. (2007 p. 62) shows that there were many changes brought about by the World War I especially in the domestic settings. A good example is the gas lighting used in many homesteads before the war. It is clear that by 1918 after the War most homes were electrified meaning changing from oil and gas lamps to electric lighting system. This change brought about other changes in electric appliances that drastically changed the homemakers’ daily routine. We will write a custom essay sample on Social Shaping of Technology or any topic specifically for you Only $17.96 $11.86/pageorder now Ironing was among the most dreaded duties in the house due to the heavy iron weights and the pre-heating process that was so cumbersome. The introduction of the electric iron simplified the work. According to Cowan (1983 p. 21), they were cheap and user friendly, and by 1929 many homes especially in the urban areas owned iron boxes. In addition, the introduction of the washing machines became equally prevalent among the middle and the upper class. Edge (1988 p. 56) says that during the War, majority of the men joined the war fields leaving their families behind. This situation meant that the women joined the industries to work, and having less time for domestic duties. Research shows that some of these men never sent funds back home, and instead they entertained themselves through alcohol and prostitution. This means that the women had to do both the industrial and the domestic job. This pressure saw then embrace technologies like washing machines to enable them to balance between the industry and the domestic work (Delap 2011 p. 44). This process of laundry required being on the standby to add soap and stop the machine when necessary, however, it saved any upcoming issues regarding whose time it was to do the laundry.

Effects On Ocean And Coastal Environments Environmental Sciences Essay Free Essays

string(178) " waies depending on how deep you look in the ocean, but the chief beginning that drives all ocean circulations is the energy from the Sun \( air current and ocean denseness \) \." Climate alteration is impacting the planet including coastal and ocean environments in a figure of ways. The impacts are non merely related to increasing temperatures but besides due to for illustration lessening in PH, sea degree rise and altered forms of and strength of air currents and storms.These phenomena have impacts on the ecosystem and a figure of economic activities including the maritime industry. We will write a custom essay sample on Effects On Ocean And Coastal Environments Environmental Sciences Essay or any similar topic only for you Order Now The Oceans cover about 72 % of the Earth surface and provides a great and varied life infinite for countless species and Acts of the Apostless as the driving force over clime and conditions stages, specially on heat and fresh water. In add-on, these mass of H2O offer a profitable resourse for people through fishing activities, development of minerals, transportation, defence and leisure activities. ( Field et al, 2009 ) .Coastal zones form the outer boundary of the coastal sphere. Almost 60 % of people of universe population lives here taking advantage of its natural resourses. ( Field et al, 2009 ) . Due to over population of these countries, such ecosystems are now in danger and demand to be protected for future coevalss. Maritime conveyance carries over 80 % of universe trade by volume and surely it is non isolated from clime alterations ; the type, scope and magnitude of impacts vary harmonizing to local conditions, transit systems, designs and policies, every bit good as the cap acity to accommodate and minimise the costs. ( UNCTAD, 2009 ) Climate alteration is doing great concern in publicA?s heads, going one of the most warmest issues in the docket of governmental establishments, international and environmental organisations around the Earth. Then, it is necessary that certain preventative and disciplinary steps must be taken in order to get by with the damaging effects of clime alteration so as to guarantee that natural resoursess will be so for future coevalss. A civilization of free pollution, preservation of natural resourses must be develop around the planet and among young person. Therefore, this paper will depict the impacts of clime alteration on the planet concentrating on coastal and oceans countries. Its basic physical, chemical and biological phenomena and eventually will discourse the challenges and chances for the maritime industry. The function of oceans in the clime procedure This immense mass of H2O dramas an indispensable function in the clime procedure. They non merely influence clime but besides are linked to the ambiance by: Heat storage Transportation system of heat around the planet Vaporization Freezing and thowing in polar parts Gas storage and exchange Due to these functions, it can be notice that they are indispensable and it is necessary to take attention of them decently for the well-being of future coevalss. However, the world on behalf prosperity have been presenting new engineerings which have resulted in damaging effects for the planet. The most worring topic is the heating of the planetary ambiance. This takes topographic point when several gases are trapped in the ambiance and barricade the flower stalk of the earthA?s radiation to infinite. ( Edgerton, 1991 ) . Despite the fact that this action is a natural phenomenon, the invariably human actions increases the effects of clime alteration. Climate alteration and its effects on the ocean Oceans are in continual equilibrium with regard the degrees of CO2 and heat with the ambiance. Any fluctuation in regard of the measure of each of them in the ambiance will inevitable lead to alterations in the oceans as good. Therefore, the increase of these two factors makes the physical and chemical belongingss of oceans to change. There are five effects of clime alteration on the ocean which will be described in the undermentioned paragraphs, effects such as heater oceans, thaw of the poles, lifting sea degrees, alterations to the oceanA?s current systems and ocean acidification. Ocean acidification is one of the effects derived from clime alteration. Consecuently as oceans have dissolved inorganic C in three different signifiers: Bicarbonate, carbonate and C dioxide when oceans absorb CO2 from the ambiance in immense or inordinate sums due to the human action, the degree of CO2 in H2O additions doing H2O more acidic. ( Union of Concerned scientists, 2011 ) . This growing of CO2 reduces the sum of carbonate ions in H2O. Therefore, prevents coral reefs and shelled marine animate beings like plankton who need carbonate ions, to organize calcium hydroxide that composes their skeletons and shells. These alterations endangers the marine chemical science in add-on, acidification can besides impact ocean natural philosophies by cut downing the capableness of sound soaking up and leting sound to go much further. Both vegetations and zoologies are in danger due to acerb H2O, tropical reef edifice corals, cold H2O corals, molluscs and lobsters. As mentioned before oceans has the ability to storage heat. Then, climate alteration may do oceans to storage randomly heat and consequence in heater oceans, which make H2O expands and do ocean surface rise. In add-on, the thaw of inland glaciers, Continental ice sheets and polar ice besides contribute to sea degree rise which have sound effects on conditions conditions by increasing the frecuency of implosion therapies and storms. Detriment of sea ice consequences in the loss of natural home ground of several species like seals, seahorses, polar bear, penguins and besides affects the antartic home ground of the antartic krill which composes the bottom portion of the nutrient web. Furthermore, the warming oceans reinforce utmost conditions phenomenas such as hurricanes and typhoons flooring Marine ecosystems and people around the universe that depend on them to last. Phenomenas like coral bleaching, migration of species, alterations in behavior and in development of certain species a nd its sexual adulthood are atempting to the normal operation of marine ecosystems. Ocean major current systems may see alterations every bit good. These currents are driven by the interactions among different H2O multitudes and between these multitudes and the ambiance. ( Talley et al, 2009 ) . Ocean circulations are really complex and can go in different waies depending on how deep you look in the ocean, but the chief beginning that drives all ocean circulations is the energy from the Sun ( air current and ocean denseness ) . You read "Effects On Ocean And Coastal Environments Environmental Sciences Essay" in category "Essay examples" Temperature and salt are the chief features of pelagic H2O, alterations in salt concentration at the ocean surface affect the weight of surface Waterss. Fresh H2O is light and floats on the surface, while salty H2O is heavy and sinks. Both, salt and temperature determine saltwater denseness and opposition, driving the extent of ocean stratification, commixture, and H2O mass formation. Then harmonizing to Manabe and Stouffer 1993 ; Stocker and Schmittner 1997. As the ambiance warms, alterations in the Polar Regions cause surface Waterss to go heater and freshman. Such a alteration could hold important impacts on regional clime systems, including new current, air current, and precipitation forms ; increased ocean stratification ( and the associated hinderances to perpendicular H2O motion ) ; and changes to upwelling and downwelling. There are oceansA?ecosystems which can be extremely affected by clime alteration. A good illustration is the marine nutrient web composed chiefly by plankton, seals, giants, sharks, tunas and worlds. Foods travel through oceans from bugs to giants ground for why alterations in any portion of the nutrient web can do dropping effects that modify full Marine ecosystems. Besides decresed upwelling because of warmer multitudes of H2O agencies that fewer foods from lower in the H2O column will do it to the surface. Warming temperatures cause migration of Marine species, due to the rise in temperature in tropic countries some species are obliged to travel towards the poles. In add-on, these species may stand for a hazard for new ecosystems since they become invasive species. Harmonizing to old paragraphs, Climate alteration is the consequence of human intercession and causes several effects on the ocean which can impact its physical and chemical features every bit good as the marine ecosystem. Some of these effects are irreversible and can take ages to reconstruct them ; moreover, the purpose of international organisations every bit good as governmental 1s is to seek and happen the best manner to continue natural resources for future coevalss. Climate alteration and its effects in coastal countries Coastal countries are non the exclusion of the effects of sea degree rise, in fact deltas, barrier islands, Rhizophora mangles, wetlands and stuaries every bit good as coral reefs will be affected. Some of these are natural protections against terrible storms forestalling amendss to the coastal ecosystems and homo made installations. Coral reefs back up several species and supply shelter and nutrient to all of them, doing a extremely rich Marine ecosystem. Peoples besides take advantage of its fishing and touristry, besides, coral constructions serve as a natural barriers from unsafe ocean storms. Additions in planetary sea surface temperature imply that coral reef thermic thresholds will be exceeded more often and this is projected to ensue in more frequent and more intense coral bleaching events and subsequent widespread mortality. ( Herr and Galland, 2009 ) Climate alteration and hence anthropogenetic nursery emanations affect coral reefs by doing seawater chemical science alterations, temperature addition, and low-lying rise. Besides, opprobrious fishing, pollution and invasive species increases the hazard of danger. Lower ocean PH and changed carbonate chemical science would diminish the calcification necessary for constructing coral reef stuff. ( Kennedy, et Al. 2002 ) . Higher temperatures produces coral bleaching and even mortality. And in those coral reefs near coastal countries the sea degree rise may increase coastal eroding so corrupting H2O quality and forestalling light incursion which means that it will be more hard for algaes to bring forth photosynthesis. If coral reefs disapears it will make besides the biodiversity, piscaries and recreational activities will be surely be affected. Harmonizing to Kennedy, et Al. ( 2002 ) In salt fen and mangrove home grounds, low-lying rise may submerse wetlands, waterlog dirts, and cause works decease from salt emphasis. Most wetland home grounds can last low-lying rise by migrating inland to countries of diminishing tidal flood along undeveloped ( by worlds ) shores with comparatively soft inclines. Wetland fens are of import subscribers to the biological productiveness of coastal systems and map as baby’s rooms and as safeties from marauders for commercially of import shellfish and fish and for birds like some tracks, chumps, and terns. Rising sea degrees will ab initio increase entree to marsh surfaces by fish and invertebrates, possibly increasing their production in the short term ( e.g. , Gulf of Mexico runt crops ) . Estuaries are semi-enclosed multitudes of H2O in which fresh water and saltwater mix if alterations happens in fresh water tey will ensue in fluctuations in the estuary ‘s salt, accordingly those beings who permantely live at that place have to accommodate themselves to such variableness. In add-on, these multitudes of H2O symbolize great chances for activities such as fishing. Worlds activities contributes to the bulnerability of islands which even a little rise in sea degree can do those barrier islands move toward the mainland through a procedure of beach eroding on their seaward border, overwash of deposit across the island during storms, and deposition of the scoured deposit in the quieter Waterss of the inland bay. The rate of this natural migration depends mostly on the rate of low-lying rise, and besides on the frequence and badness of storms and hurricanes. ( Kennedy, et Al. 2002 ) . Climate alteration, challenges and chances for the maritime industry To get down with, the term maritime industry involves non merely the shiping of certain lading to an specific port, in fact it includes a broad scope of activities for illustration designing of ships, building, runing age-related macular degeneration mantaining of ships, services such as stevedoring every bit good as transportation and cargo forwarding services. Then, in the epoch of clime alteration public concern about GHG emmissions released by transporting industry is deriving more and more attending and requires nautical industry and international organisations to take action. Presently, planetary action about stabilising GHG emanations at manageable degrees implies a great challenge and calls for new engineering, energy efficiency and finance to be revised and invested. International cooperation among scientists and applied scientists, international organizarions and policymakers are needed in order to lucubrate equal ordinances. At present, nautical industry is confronting two chief challenges sing Climate Change: to cut down its part to planetary heating to accommodate to the impacts of clime alteration The manner maritime industry contributes with planetary heating is through transporting industry which carries more than 80 % of planetary trade. Maritime conveyance is responsible for 3,3 % of planetary CO2 emanations from fuel ingestion. ( IMO, 2009 ) . Due to its profitableness and efficiency ships tend to be constructed in big measures and bigger than of all time earlier. What in simple words means that the part to planetary warming done by GHG emanations from ships will increase excessively. The decrease of GHG emanations from ships represents a challenge for the industry, because transportation is already, by far the most carbon-efficiency manner of commercial conveyance particularly when compares to aviation, but besides when compares to trains and trucks ( IMO, 2009 ) The chief challenge here is to cut GHG emanations from international transportation without sabotaging development aims, and without endangering conveyance efficiency and trade facilitation additions ( UNCTAD, 2009 ) . The maritime conveyance have to face besides the impacts of Climate Change such as lifting sea degree, utmost conditions and lifting temperatures. The industry is increasing at higher degrees than of all time before and if things continue without a regulative legal model, likely we will be confronting an increase of 150 % – 250 % in the GHG from transporting around 2050 ( IMO, 2009 ) . In order to pollute less ships have to decelerate down the velocity, since high velocity requires more ingestion of sand trap fuel. The fuel used in transporting comes from crude oil which is extremely pollutant for the environment. However, as transporting represents one of the major manners of conveyance of the Earth and carries about 90 % of universe trade, the thought of slow down the velocity will ensue in less diligence of the shipper in presenting the lading, what will likely ensue in a loss of possible clients. The United Nations Framework Convention on Climate Change ( UNFCCC ) trades with climate alteration issues but does non turn to GHG emanations from international transportation. For this ground, the International Maritime Organization ( IMO ) was encouraged to make so. Then in order to get by with this affair the IMO has developed some steps, the cutting-edge is the IMO Resolution MEPC 203 ( 62 ) adopted on 15th July 2011. This Resolution adds a new chapter at the terminal of Annex VI of MARPOL that leads with â€Å" Regulations for Energy Efficiency for Ships † which establishes that an â€Å" Energy Efficiency Design Index ( EEDI ) † will be compulsory for all new ships, every bit good as a â€Å" Ship Energy Efficiency Management Plan ( SEEMP ) † will be compulsory for all ships as a portion of the â€Å" Ship Safety Management System ( SMS ) † . Harmonizing to the UNFCCC convention ( 2009 ) : aˆÂ ¦ topographic points a heavier load on developed states to cut down GHG emanations under the rule of â€Å" common but differentiated duties † . While developing states are non bound by any specified emanation decrease marks, by 2000 developed states had to cut down their GHG emanations to 1990 degrees. They are besides required to advance and ease the transportation of climate-friendly engineerings to developing states and to states with economic systems in passage. In simple words, developed states should assist developing states in cut downing GHG emanations by supplying them with all the engineering necessary to avoid pollution. The international community have proposed new thoughts and possible steps to cut down GHG emanations, for illustration â€Å" Global emanation trading strategy † and the â€Å" Global levy on international maritime fuel † ( IMO, 2012 ) . The former one, implies the buying of allowances which shippers will hold to subject harmonizing to the GHG that they create. Hence, shippers will hold the pick of either to cut down their emanations or buy their decreases from other sectors. The latter one, implies that when ship operators buy the fuel, some revenue enhancement will be added to its monetary value, that revenue enhancement will be used for investing in new friendly- engineerings. The challenge of cut down or cut GHG emanations from ships have lead to new engineerings to be considered as the posible solution to the issue of Climate alteration, which means that in order to integrate that new engineering into ships it will necessitate more investing in the portion of shipowners in order to follow with the new international steps. New ships with advanced engineering, wholly environmentaly friendly will be a great chance for the transportation industry. Other possible solution from the proficient point of position and a great challenge besides, is cut down fossil fuels ingestion and increase efficiency. And from the operational point of position, betterments in the velocity direction and the efficient of the ships through a better planning of the ocean trip classs. Decisions Climate alteration affects coastal and ocean environments in many different ways. But non merely these are the 1s affected, besides the maritime industry is reached by the effects of clime alteration. Global clime alteration is predicted to impact air and H2O temperatures, low-lying rise, precipitation, air current forms, and the frequence and strength of storms. Changes in temperature can act upon reproduction, growing and can do some species to migrate to other ecosystems. In coastal countries, fens and Rhizophora mangles are of import subscribers to the biological productiveness of coastal systems are bulnerable to sea degree rise. Coral reefs are at peculiar hazard from planetary clime alteration since alterations in carbonate chemical science could decrease the copiousness of microscopic open-ocean workss and animate beings that build Ca carbonate constructions. The maritime industry has to confront two challenges in this epoch, to cut down its part to planetary heating and to accommodate to the impacts of clime alteration. The possibilities are to cut down fuel ingestion without losing efficiency and adopting and bettering new ways of planning ocean trips. However, both nautical industry and international organisations have to collaborate and work together to carry through the same end, which is no less than protect the environment and cut down in this instance GHG emanations. How to cite Effects On Ocean And Coastal Environments Environmental Sciences Essay, Essay examples

Ludwig Von Beethoven Essay Research Paper Ludwig free essay sample

Ludwig Von Beethoven Essay, Research Paper Ludwig von Beethoven One of the greatest musical masterminds of all clip didn? t even cognize his ain birthday. Ludwig von Beethoven was born 2nd in his household, behind Ludwig Maria, his older brother, who died really immature. This loss may still hold stung their parents. Their hurting could hold overshadowed the 2nd Ludwig? s ain early childhood. The brothers shared a name, Ludwig, which likely added to his confusion. A common error is the claim that Beethoven was born on December 17, 1770. This is really the day of the month of his baptism, which suggests that he may hold been born on December 16, but the inside informations are unknown. Although his birthday is unknown, we do cognize that he was born in Bonn, Germany. Miserably brought up at that place by a male parent who wanted him to go a profitable musical baby prodigy, he joined the Elector of Cologne? s orchestra. We will write a custom essay sample on Ludwig Von Beethoven Essay Research Paper Ludwig or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page He finally received lessons from Mozart in Vienna, a metropolis in which he would subsequently settle down. He besides studied under Haydn, Albrechtsberger, and perchance Salieri. Chiefly, Beethoven played piano, but he besides played fiddle and viola, among others. Beethoven? s music is by and large divided into three periods. The first, around 1792-1802, was termed the Classical Period. During this period he wrote his first two symphonic musics, the first six fours, his? Path? tique? and? Moonlight? sonatas, and bit by bit personalized his manner. It was besides during this period that he started to develop hearing loss, around age 30. This status may hold started as an untreated ear infection, and would finally render him about wholly deaf. Beethoven? s 2nd period was around 1803-1812, and included his? Eroica? symphonic music and the? Kreutzer? sonata, among others. T he final period, one he helped usher in, was the Romantic period, began in 1813, and included his ?Choral? symphony and his last five quartets. Overall, Beethoven composed 9 symphonies, 1 opera, 32 piano sonatas, 5 piano concertos, 16 string quartets, and 16 sonatas for one instrument and a piano. Of the 9 symphonies, the fifth and ninth are the most popular. Being the great composer that he was, his fifth symphony shows innovations in its inclusion of the piccolo, the double bassoon, and the three trombones of the final movement. After composing all of this in his wondrous career, Beethoven contracted a severe chill, from which he died on March 26, 1827. Beethoven was a musical genius, and, as geniuses tend to do, he left a huge impact on the entire civilization of the world. He left his mark on the political world in works such as his Eroica symphony. This symphony contained a musical representation of the heroism he saw in Napoleon. He also left his mark in the cultural area of life. His opera, Fidelo, contained messages praising the ideals of freedom, praising individual dignity, and of heroism overcoming tyranny, a few of the ideals characterizing the French Revolution. Obviously he left his mark on the musical world, bringing in Romanticism, introducing new ideas that were different and completely revolutionary, and simply by displaying his musical genius in great works. Not everyone could tell you about Beethoven?s politics or cultural views. On the other hand, while a few will insist Beethoven was a large St. Bernard in ?some movie they saw,? nearly everyone you ask will say, ?Oh, yeah, Beethoven. Wasn?t he that music guy which is 2000 slang for, ?Beethoven may have been the greatest and most influential musician of all time.?

La Madeleine Church Essays - Madeleine, La Madeleine, Paris, Church

La Madeleine Church La Madeleine is a church in Paris that started during the reign XV, and designed by Constant d'Ivry using plans based on the St-Louis-des-Invalide church. concerts are held here several times a week , usually in the evening. During the academic year, there are free Sunday afternoon concerts. La Madeleine also remains a place of worship. The construction of this curious church in the shape of Greek temple was decided in 1757. The old church had become well too small for the population which had increased a lot. How to get there? The district of the Madeleine is the downward direct one of The City Eveque, a small borough located out of the city and stronghold of eveque of Paris. The original church is located at the level of the beginning of the Malsherbes boulevard (on the level 8)

Write an Argumentative Outline with Ease!

Write an Argumentative Outline with Ease! Want to Know How to Write an Outline for an Argumentative Essay? An argumentative essay is quite a common task, which is assigned at both high school and college. It aims to show the tutor how students are able to study the topic, gather information, process it and provide strong evidence on a given subject. This task requires lots of energy and time, so we have decided to collect information on the key elements and features, which your argumentative paper outline should possess. During the working process, you need to study all the arguments and choose the side you are on. This may require lots of sleepless nights, as the volume of information may be very impressive. However, it doesn’t mean that a first-class argumentative essay is a huge challenge. We offer you an article, which will answer all of your questions and you will be able to create an outline that will reflect all of your ideas in a clear and brief manner. Proper structure Any time you need to start something new, you feel nervous and think that the task is too complicated. Let us assure you that after reading this guide you will find the whole process quite simple and won’t need to stress out. Your outline should consist of equally important sections, which aim to show the tutor what you stand on. These sections include: Introduction; Working on arguments; Discrowning opponent’s arguments; Conclusions. Let us take a closer look at every section. Just make yourself comfortable and continue reading! Introduction You probably know a popular saying that you won’t get a second chance to make a first impression. It greatly reflects the whole deal with the introductory section, as it can easily catch the reader’s interest or make him want to drop your essay at once. As any other paper, an argumentative introduction should consist of the hook, basic information and a thesis statement. The hook is the first sentence you read and it has a huge impact on the number of audience you will have. You will probably agree that you will likely stop reading an article or a book if the beginning is boring or uninteresting. The same applies to your essay and you need to make your hook as catchy, as possible. Here are the things you may use as a hook: Quotes of famous people or characters; Anecdotes if your topic is entertaining and doesn’t require an academic tone; A question, which will intrigue the reader; A misconception; A fact or statistics, which will surprise the audience. After the hook, you should proceed with the basic information on the subject. To make the whole process much simpler, you should try to answer the following questions: Who may consider this topic important? What matter are you going to talk about? Why you think the topic is important? You need to finish your introduction with a thesis statement, which should be not more than two sentences long. It should give the reader a chance to understand what your essay is about. It should be performed in a form of a statement about the general idea of the whole paper. Don’t forget to include your personal opinion on the subject to give the reader a chance to understand what side you are on. Remember, most of the readers pay great attention to the thesis statement, so it is crucial to make it specific, focused, clear and readable, and correspond with the main goals of your argumentative essay. Don’t forget that your thesis is not a title and shouldn’t become an absolute statement. It is the quintessence, the general idea of your work and can become your biggest strength if prepared thoughtfully. Working on the arguments Now, when your introductory section is ready, it is necessary to work on the arguments. The second section of your essay should consist evidence, which will support all of your arguments on a given topic. You should start every paragraph with the claim. It is the central part of your essay and has a great effect on the flow of your whole work. Your claims should be catchy, strong and interesting, as they form your arguments and give the reader an idea of what principles you stand for. The main goal of a claim is to determine the direction and the scope of the paper. However, it is quite simple to make such a statement: think of the subject and audience to choose a proper argument. When this part is ready, go on to providing the evidence. Every claim of your essay should be backed by evidence. This means that the reader should see that your argument is credible, valid and trustworthy. You need to process huge volumes of information to find facts, statistics, researches and so on. Once your outline is ready, you will get an idea of what claims to include to your text and you can start working on finding a proper evidence. Search for academic papers online, at libraries or ask your tutor for some materials. Remember, a claim, which is not backed with evidence, is pointless. You need to prove your point of view and give the audience a chance to see that you have completed a thorough research. They need to be sure that your arguments are strong and valid to believe you. Discrowning opponent’s arguments One of the biggest mistakes any student makes, while completing an argumentative essay is that he works only on his arguments and a proper evidence. He just supports one claim after another, trying to persuade the reader to support his point of view. However, such attitude is far from a proper one, as an argumentative essay is all about giving the audience a chance to see not only your position on the matter but also to get familiar with the opposite thoughts. That is why in the third section you need to prove arguments of your opponents and try to debunk them. It is quite a simple task, as you will have access to multiple sources, both offline and online. Try to get reliable information or find out weak places in opposite arguments to uncrown them. The structure of this section is quite similar to the previous one. Your paragraphs should start with a claim or an argument followed by your evidence why the statement is incorrect. Using such techniques, you will prove the reader that your point of view is correct. While giving the reader a chance to get familiar with both sides, you help yourself to prove you are right and earn respect and trust of the audience. In addition, you will look noble because of including other opinions to your argumentative essay. Don’t forget that this section should also be backed with trustworthy sources, proper references and credible statistics. Conclusions Once your introduction and evidence sections are ready, you can take a deep breath and have a break. Pour yourself some coffee, go for a walk and relax. Once you have a proper rest, proceed with working on the final section. It is a well-known fact that your conclusions play a crucial part in the final impression from the work. However, most of the students still neglect this section, thinking that no one ever reads it. If you want to make your conclusions flawless, you need to remember that they should consist of three parts: Restatement of your arguments; A short summary of the whole work and the thesis statement; A statement of the benefits and of a positive impact of the arguments on the society. Here you can also make a sort of a warning what may happen if the reader doesn’t support your ideas. To make the paper look organic, try to make your conclusions the same size, as the introductory section. Never use the same phrases, as the reader may think that your paper is repetitive. Tips to remember Now, when you know how an argumentative essay is created and how its outline looks like, you can be sure to perform the task in the best possible way. However, there is always a cherry on the top and here is a list of advice, which you may use throughout the way: You need to understand the topic clearly before starting your work on an outline; Always consult your plan to make sure you include every important idea to your text; Provide only credible information, which is backed with statistics. Never make up facts, as they may be checked on a plagiarism software and you will have serious troubles; Use simple language and short sentences; Edit and proofread your paper a multiple times before you eliminate all the mistakes. As you see, an argumentative essay is not a task to be afraid of. It is just a way to provide evidence on a topic, backed with trustworthy information. To make sure you obtain high grades, simply use the outline, which was discussed in our article.

Unemployment and Inflation Essay Example | Topics and Well Written Essays - 500 words

Unemployment and Inflation - Essay Example During inflation, the government must come up with various fiscal and monetary measures to redeem the situation. Thus unemployment and inflation are usually correlated. As the level of unemployment reduces, firms will spend more on salaries leading to high costs in production. These high costs are then passed to the final consumers in the economy in form of high price commodity generating inflationary measures in the economy (Gordon, & Solow, 2004). While the opposite is also true. As unemployment increases, workers will demand fewer wages that will lower the production costs. This is then passed inform of low prices to the consumers leading to reduced inflation. From the institution above, the correlation between unemployment and inflation is the inverse relationship. As one increases the other reduces and vice-versa. This implies that the economy can only achieve one at a time but not both be leading to a trade-off as shown below. The diagram above represents the tradeoff that exis ts between unemployment and inflation rate. The economy can either do with a high inflation rate say 8% and a low unemployment rate of 3%. They can also do with a low inflation of 4% and a high unemployment rate of 6%. This is an economically proved situation in many countries and I totally agree with the correlation. Laborers always demand high wages in return for the compensation of the work they do for the company. Firms also do not have much choice since they have to hire workers if they have to produce. In the process of production, they will always want to recover the costs that were used in products like the wages and costs of raw materials (Gordon, & Solow, 2004). This is passed to the final beneficiary of the commodity inform of high prices. So for firms to reduce prices they must do so at the low cost of production and one way is to minimize the use of labor. These situations results into the inverse correlation between

Development task 2... assignment with label sketch - 3

Development task 2... with label sketch - Assignment Example The depth of the concrete has to be greater than 500 millimeter. From ground level, the depth of the concrete must be greater than 1500 millimeter (Cyril, 2003: 110). Since the ground condition has firm clay, therefore there is a need to consider the depth of foundations. Clay exhibits the property to shrink or contract depending on the moisture content present in it (Kenneth, 1993:25). At the same time, if the surrounding area has trees, there is a possibility that the trees would absorb the moisture from the clay and hence, the foundation may experience settlement to a significant level. For this case, it is essential to consider the depth of the foundation. A trench fill foundation is thus ideal for this type of site condition. Research suggests that â€Å"trench fill foundations are quicker to prepare than deep strip foundations. This means that there is less disruption once the building work starts and not as much labour time will be needed. It is less likely that subsidence will occur in cases where there may be changes in the soils substrata† (Mosley & Bungey, 2000, 48). The site has different ground conditions and has different soils. Thus, it has a weak bearing capacity. For this purpose, the ideal foundation would be strip, grid or mat foundation. In this case, the suggested foundation is mat foundation. Because of varying ground conditions, majority of the isolated footings would have large areas and thus, it would become uneconomical (Terzaghi et.al, 2006, 256)l. According to the British Code, â€Å"Where the subsoil is very weak the load needs to be spread over a greater area. This is achieved by casting a slab of concrete over the whole ground area and thickening the slab where walls are to be placed†(Perry & Perry, 2009, 118). The design of any reinforced concrete structure aims at a suitable and economical design and for this purpose, mat foundation is ideal. A mat foundation is often used by designers when isolated footings may

Psychologically Manipulative Advertising Strategies

Psychologically Manipulative Advertising Strategies Introduction: This research is based on the psychological effects of advertising on the consumer. The controversial advertising campaigns are intended to provoke discussion of global issues, not to sell clothes. Today, any product is made of two things: a percentage of material and a percentage of image. And the part of the product that is made of image is getting bigger (Luciano Benetton)( Financial Times, 2001). Therefore advertising is getting more tricky and complicated. The picture has great importance to the content of the advertisement because it has the possibility to express feelings. Owing to this, it is very important to be sure that the picture expresses feelings that agree with the strategy of the sender. If not, there is a risk that the picture sends out a message that was not intended (Sidenbladh,E 2000). This not only kills the purpose of the advertisement but fails to impact the consumers mind, not to mention the waste of valuable advertising time and the costs attached to it. Ad vertising intends to influence people to think a particular way and to apply pressure for consumers to purchase a product. There is a level of understanding of this fact on the part of the consumer, but this does not mean that the people are able to fully control their own reactions. To persuade the receiver is the most important task of the picture. The receiver is meant to think along the line of thoughts that the sender intended to create. It is therefore believed that peoples self-understanding, behaviour and lifestyle would be affected. The picture is intended to remind people about their own and personal lifestyle and experiences. The fact is that we look at a picture in accordance with our own experiences. The consciousness only grasps a small part of all the sight impressions we actually receive. This is where peoples different associations and experiences enter the picture (Hansson et al., 1992). Many of these messages are certainly involuntary, usually coming from the atti tudes that are widespread in a society at a given time. These messages are intended to attract the viewer and to guide thier thinking on certain channel with the aim of selling the product and making the consumer believe that are getting the complete package that comprises of the product along with the image attached to it. This may be achieved by giving an impression of what that product may account for in their lives by exaggerating and impressing an image of a certain level of emotional importance that they link to the product. There are many different communication models that originate from the classical Stimuli-Organization-Response Model (Aaker et al., 1992; Fiske, 1994). As an example we have chosen Edfeldt (1992) because it stresses the influence of disturbance of the senders message. The sender should create an advertisement and formulate it in the best possible way, in order to sell the product intended. Already at this stage it might happen that the message changes owing to the simple reason that it is not always so easy to put your thoughts into words and pictures. The senders own thoughts have vital importance to how the advertisement will look and through which sender and channel it will be publicized. When the advertisement reaches the sender it will be changed and also be affected by this persons personal thought; later on it will also be adjusted and might again be changed in some ways, in order to fit the media channel, which is intended. After that the receiver, and hopefully also the consi gnee, will get the message and in this step it is their thoughts that decide how the advertisement shall be interpreted. Consequently, at every step there are disturbances, which make the process sometimes troublesome.(Andersson, S. 2004)Advertising agencies make use of their knowledge of psychology to come up with campaigns that will appeal to the consumers desires and needs. In an individual society its easier to victimise the masses with such kind of an advertisement campaign as compared to multicultural societies. Products like fairness creams are significantly advertised in the sub continent and the advertisements give an impression that people who are dark are less likely to succeed in life as compared to the ones with a lighter skin tone. One of the fair and lovely ads shows how a girl cannot get her dream job only because she is dark and after using this product she get it even without an interview. (Fair and lovely, 27 Feb. 2009) Viewing such an ad will impact the people who have a darker skin and in some cases put them in a complex about their appearance. This in turn will make the consumer believe that in order to live a better life they require the product. Contrary to that in countries with a predominant Caucasian population tanning lotions are publicised. These products are again publicised sticking with the same concept. The Coppertone Sun Lotion Commercial from 1989 shows a girl walking on the beach alone and lonely and at the sight of the tanning lotion she starts to fantasize of being really sexy and a male attention magnet. (Coppertone Sun Lotion Commercial 1989, 24 Feb. 2009). This kind of an advertising approach impresses that the product being advertised is not just a luxury cosmetic anymore for the consumer but a survival necessity. Such advertisement campaigns are not taken to be offensive in that particular region and in fact are spot on as these concepts originate from the complexes that originally exist in that particular society. This may also be considered as one of the approaches to this kind of advertising. When the advertisers are dealing with a society like the one in UK that has a mixture of all sorts of cultures using such an advertisement strategy becomes all the more complex and difficult. Some of the ideas might create interest in one particular group of people, while others may be unaffected or worse offended by it. In order to design such a advertising strategy the advertisers may have to have a fairly good knowledge of the way the people think in that particular community which is being targeted. This study will investigate effectiveness of such advertising campaigns as The message of the advertisements is basically to sell products and to be able to catch the receivers attention. Therefore it is important that the sender not only makes sure that the product in the advertisement is successful and is selling, but also is aware of and careful about the pictures many effects. The values that are spread and how they in turn affect the consumer are important for the future of the product ((Hà ¤gg et al., 1972) Literature review Impact of media and in particular visuals on a consumers mind Background Historically, television was assumed to be an excellent vehicle for presenting a message to a relatively captive mass audience (Secunda, 1988). Lead by a large body of research, advertisers often spend noteworthy sums attempting to ensure that certain segments see specific ads enough to prompt some response and spawn the biggest â€Å"bang for the buck† (Vakratsas and Ambler, 1999). There has been a lot of research done on the way consumers react and interpret advertisement. This research focuses on the audience as a whole and consumers as a general market. However there has been no research carried out that divides the consumers in regards to their ethnicity and subcultures and study how each of them react to the same kind of an advertisement. A targeted advertisement is more valuable with the targeted segment because ad characteristics such as actors, symbols, and themes are customized specifically to the characteristics of the targeted consumer segment. Previous research shows that consumers who are members of the group being targeted by an ad are more likely to take a positive interpretive attitude regarding the ad than are members of non-targeted groups (Grier and Brumbaugh, 1999). That is, targeted consumers are likely to create meanings that transmit through the advertisement positively to themselves. It is a common awareness among the managers of multinational companies that advertising plays a vital role in a building brand. Developing and upholding a sturdy brand in the fullest sense requires much more strategic thinking as brand tools suggest the conceiving of a promise of value for customers and then ensuring that the promise is kept. Building a powerful brand requires determining the substantial characteristics of the contributions that carry the brand name and the payback the customers get from those benefits and the psychological or emotional benefits of the products. This may be described as what â€Å"value† means to a typical loyal customer; and what, ultimately, is the crucial nature and character of the brand over time. A good brand image will result in an increase in the brand equity. Strong brand equity allows the companies to retain customers better, service their needs more effectively, and increase profits. (Rajagopal, 2006) Consumers often animate brands by donating them with personality traits, and marketers often create or highlight these perceptions by their brand positioning. Brand personality traits provide symbolic meaning or emotional value that can chip in to consumers image of the brand. Human personality traits are determined by multi-dimensional factors like the individuals behaviour, appearance, attitude and beliefs, and demographic characteristics. Based on the trait theory, (Batra et al. 1993) observed that there are five steady personality dimensions, also called the â€Å"Big Five† human personality dimensions. The â€Å"Big Five† human personality dimensions are Extroversion/introversion, Agreeableness, Consciousness, Emotional stability, and Culture. Based on these human personality dimensions, Aaker (1997) identifies the new â€Å"Big Five† dimensions related to brands. These are Sincerity, Excitement, Competence, Sophistication, and Ruggedness. This pattern suggests that these brand personality dimensions might operate in different ways or influence consumer preference for different reasons. Sincerity, excitement, and competence represent an innate part of human personality whereas sophistication and ruggedness tap dimensions of indivi dual desire. Hence, the following proposition has been considered as the customers identify brands that have similarity to their own personalities and represent closeness in terms of the psychographic and emotional attributes.( Rajagopal, 2006) This builds the grounds for the psychologically manipulative advertising strategies. Advertisers study carefully these attributes and try to link it to the consumer. Then base the advertisements to target these personality traits in people. The following discussions in the paper analyze the influence of advertising practices on the buying behaviour of consumers. The discussions in the paper are built around cognitive relationship between the consumer behaviour and communication. There do exist well thought out advertisement strategies that are carefully planned and call upon the values of a closely defined audience or a subculture. Over a period of time, some campaigns can transform the public perceptions, in turn increasing public awareness and changing general perceptions of issues previously overlooked (Rotfield, 2002). Some subjects that are commonly used as the bases of such sort of an advertising strategy are talked about in the following chapters. These form the basis of psychological manipulative advertising strategies and have an underlined meaning and an impact on the way the consumer not just sees the product but also triggers some emotions that they start to relate to it. Sexuality The upcoming and the new focus of advertiser in th fashion advertisement is the homosexual community. With approximately 22-30 million members (Dossi, 2006), or approximately 6-7 percent of American adults (Seckler, 2006), and a combined collective buying power of $641 billion in 2006, the USA gay and lesbian market is commonly considered the â€Å"Dream Market† (Packaged Facts, 2004). The average household income for gay/lesbian households is between $60,000 and $79,999, significantly higher than that of their heterosexual counterparts (GL Census, 2005). These figures portray the homosexual community as a substantial market. There for an attractive target for the advertisers and a potential consumer base for the brands. A recent study addressing this issue investigates heterosexual and homosexual responses to ads containing heterosexual, implicit homosexual and explicit homosexual imagery (Oakenfull and Greenlee, 2005, p. 429). The authors of the study find that the conventional straight audience is alienated by explicit gay and lesbian imagery, but not by implicit gay and lesbian imagery. They also find that the homosexual audience responds equally well to both implicit and explicit gay and lesbian imagery, and therefore suggested using implicit homosexual imagery to reach this audience and at the same instance avoid alienating or worse offending the larger heterosexual population that makes up a far greater percentage of the market. However, In this study the use of implicit versus explicit gay and lesbian imagery in this study did not represent a deviation in the degree of intimacy, and may have caused a level of inaccuracy in interpretation of the results. The ad that represented the implicit im agery used was an actual beer ad containing the symbolism of a pink triangle, a rainbow flag and the slogan, â€Å"Another one coming out†, this add does have a implicit under lying message to it but does not really have a level of intimacy attached to it that was meant to be studied, whereas the supposedly explicit imagery showed a kiss on the cheek or the forehead with either a lesbian or a gay male couple, both images were taken from clothing ads. Neither ad primarily contained explicit sexual contact, and could have portrayed to be a non-sexual relationship.( Dotson M.J, et al. 2009) Based on the findings of Dotson M.J it is suggested that If narrow targeting is possible, it is preferable to the use of crossover ads. If ones primary audience consists of straight males, one might not wish to use ads with any homosexual themes. There is perhaps wider freedom with a straight female audience who may be more tolerant of ambiguous homosexual imagery. If ones primary audience is gay and lesbian, evident depictions of primarily gay males and lesbians, especially androgynous depictions, are recommended. If management wishes to use crossover appeals in a publication that appeals to both gays and straights, ambiguous subtle approaches would appear to be most appropriate (Dotson M.J, et al. 2009). Gender Gender is one of another tools that can be used for this kind of an advertising approach and plays an important role in how ads are perceived. Both the gender of the audience as well as the gender of the models presented in the ads (Oakenfull and Greenlee, 2005) is of equal value. The relations between genders may have important implications for marketers. Advertisers often place the same advertisement in multiple media outlets, and rely on it communicate a specialized message to each audience (Penaloza, 1996). This could be a problem or a gamble both at the same time. It may be a problem as all the media might not be aiming to the same kind of a consumer in terms of background and mental and emotional levels, therefore the message may be interpreted differently by the variance in the market that is being targeted. It may be a gamble as the advertisers are trying to reach out to a wider demographic with the same advertisement this could be a hit or miss situation depending on the typ e advertisement and the consumer it is targeting. Advertisers usually use gender stereotypes and gender-linked traits (a collection of psychological characteristics and behaviours characterizing men and women) and gender roles activities differentially appropriate for men or women in advertisements (An.D and kim S. 2007). Usually gender role depictions of women as dependent and emotional have been criticized for perpetuating stereotypes and having adverse effects on a wide range of behaviours (Bretl and Cantor, 1988). Specifically, Jones (1991) summarized instances of subtle stereotyping in advertisements: †¢ functional ranking – the ability to depict men in executive roles and as more functional when collaborating with women; †¢ relative size – the inclination to depict men as taller and larger than women, except in the case when women are clearly superior in social status; †¢ reutilization of subordination – an surplus of images of women lying on floors and beds or as objects of mens mock assaults; †¢ the feminine touch – the tendency to show women cradling and caressing the surface of objects with their fingers; and †¢ Family – fathers depicted as physically distant from their families or as relating primarily to sons, and mothers depicted as relating primarily to daughters. (An.D and kim S. 2007) In the past content analysis has been used as a major research method to investigate gender roles portrayed in advertising (Cooper-Chen, 1995). Since, there has been such high levels of research in this particular area, its is not fair to provide a complete review in a few paragraphs (for articles based on the review , see Courtney and Whipple, 1983; Furnham and Mak, 1999. In the first study of this particular subject, Courtney and Lockeretz (1971) reported that US magazine advertisements depicted woman for having a place only in the household, and also did not consider them of a great value to make important decisions, and thus highly dependent on the opposite sex for that matter. In the next few decades, quite a few studies based on the subject (McArthur and Resko, 1975; Belkaoui and Belkaoui, 1976; Whipple and Courtney, 1985; Gilly, 1988; Bretl and Cantor, 1988; Mazzella et al., 1992; Kramer and Knupfer, 1997; Furnham and Mak, 1999; Furnham et al., 2000) also portrayed and examine d this depiction of woman in US magazine and television advertising. This research implied the status of woman and their role to be more of a passive nature, secondary to men, and thus dependent on men, and not capable of making important decisions, depicting their lack of brainpower and authority, younger, appealing, self-enhancing, and ornamental. Such stereotyping in the portrayal of women has continued into the mid-1990s although percentage of women shown as professionals and managers has made modest gains since the late 1950s (Cheng, 1997). The role of women was also brought forward as for being an attention grabber in advertisements, women were quiet often shown as objects of sex (Soley and Kurzbard, 1986; Ferguson et al., 1990; Klassen et al., 1993). While most researchers were mainly focusing and paying attention to the role of women, another research has observed the portrayal of men and women appearing in advertisements together (Wiles and Tjernlund, 1991; Klassen et al., 1993; Zotos and Lysonski, 1994) or male positioning solely (Wolheter and Lammers, 1980; Skelly and Lundstrom, 1981; Kolbe and Albanese, 1996). These studies generally implied that men are depicted in categorically dissimilar ways as authoritative, sovereign, professional, self-directed, outdoor, middle-aged, argumentative, practical, and pleasurable. Comparative studies showed that the difference in the portrayal of the two sexes was in the presentation (i.e. men were kept in the forground as the main focus as the women provided to be a back ground) of the type of products advertised (e.g. men were used for technical products or women for the purpose of household products). Other researchers (Soley and Kurzbard, 1986; Bretl and Cantor, 1988; Ferguson et al., 1990; Klassen et al., 1993) observed that the advertisers had made some development in the ways both the genders are advertised, mainly in the depiction of women in a less domesticated way (e.g. regular representations of women in more professional and corporate ways) perhaps due to the increasing feminine movements along with â€Å"raising† of feminist consciousness (Ford and LaTour, 1993). In this observation the cases studied the impact that the consumer psychology had on the way advertisers approach their advertising campaigns. This also suggested that the advertisers dont just use advertising to make people believe in things but at times use underlying norms prevailing in the society to structure the advertising campaigns in order to relate to the audiences and reach out to them. Hence leaving an impact on the way they view things. Celebrity Another key aspect that advertisers especially in the fashion arena use to impact and attract the consumers attention is celebrities. From the work of Langmeyer and Shank (1994), we can define this assemble not only comprise objective beauty, but also non-physical beauty, such as sportsmanship, charm, grace, intelligence and credibility. A good-looking celebrity is more likely to be a more powerful foundation of a brands image due to the advantage of their celebrity standing and their physical attractiveness (Kamins, 1990). In research that has investigated physical attractiveness showed that physically attractive celebrities have a positive effect on the products and brands with which they are linked to. As an example, after thoroughly reviewing the literature, Joseph (1982) states that physically attractive celebrities have a positive effect on the way the product is perceived and looked upon. In another study Kahle and Homer (1985) discover that the celebritys attractiveness can i mprove the way the brand is remembered, what the brand promises and the attractiveness of a brand. In an even more current study, Till and Busler (1998) bring to a close that the use of an attractive representative for the brand has positive effects, on the attitude of the consumers targeted, towards the brand. One of the findings from these observations is that the attractive sources tend to attract more attention than other less attractive sources. Therefore they are able to communicate the meaning with more effectiveness. Building on from these findings, we can say that the more attractive the celebrity, the more the image of the endorsed product will benefit. An example of an advertising campaign where the attractiveness-image of a celebrity has been linked with the image of the brand and used as a psychologically impacting tool for the consumer is the Star Ambassador campaign by a renowned watchmaker Omega. This ad champagne features supermodel Cindy Crawford and Formula One racing driver Michael Schumacher. Crawfords who is renowned for her beauty, and Schumachers for his outstanding driving abilities makes them extremely eye-catching and very noticeable in their professions and beyond. These attributes make these celebrities ideal ambassadors for Omegas products (see Omega, 2004). Considering this it is safe to say that celebrity attractiveness has a positive relationship with brand image (seno.d, et al 2007). In a study carried out by Klaus et al. It suggested that, women in particular responded more positively and had a more favourable attitude towards, celebrities in the advertisements.(Klaus N et al, 2008). This research also showed that male and female consumers responded more favourably to adverts with female celebrities, with male participants providing a more favourable response than female participants, but finds only limited interaction effects, in terms of differences between male and female participants attitudes, evaluations, and responses, to adverts with male and female celebrities.(Klaus N et al, 2008) This research observed the impact of this manipulation approach in advertising on male and female consumers. Goldsmith et al. (2000) define celebrity standing in the context of advertising as the extent to which a celebrity is â€Å"perceived as possessing expertise relevant to the communication topic and can be trusted to give an objective opinion on the subject†. This shows that the careful selection of a celebrity to represent a product is crucial, as the celebrity has to have some level of relation to the way the product is preceded by the consumer. It could be in terms of the trust that the consumers hold with the celebrity or the authenticity and the sincerity of the opinion of that particular celebrity on the subject of that product. Expertise and trustworthiness are the most important aspects of celebrity credibility. When consumers evaluate these aspects of a particular celebrity, they echo on the soundness of the pronouncements made by that celebrity. There is a level of trust between the celebrity and the consumer. The trust being that the consumer believes in the credibility of what the celebrity is endorsing (e.g.Hovland et al., 1953). The more the consumer is in favour of these celebrity credibility constituents, the celebrity endorser in turn is seen to be a more convincing source for the representation of that information about the product and also as an authentic representation for that brand (e.g. Ohanian, 1990). After a careful study of the literature on this area, Goldsmith et al. (2000) conclude by saying that the assumed credibility of a particular celebrity has a positive impact, in respect to convincing consumers and influencing consumer attitudes, towards the products with which the celebrity is associated. One such example of a celebrity whose credibility coincides with that of a brands image is John Travolta (actor). He endorses the Australian airlines (Qantas). John Travolta as an individual has a passion for airplanes and aviation. He has a commercial pilot license and also owns a Boeing 707. Considering all this, John Travolta is therefore considered to be a convincing aviation expert. Therefore, the Australian airline (Qantas) values John Travolta as a celebrity endorser for their brand (Gotting, 2002). From what has been discussed above, it could be said that celebrity credibility has a positive relation to the image of the brand. As brand image has a positive relation to brand equity, It can be said that celebrity credibility has an indirect but yet a positive effect on brand equity (seno.d, et al 2007). This research emphasises and proves the importance of such kind of an advertising approach and its positive appeal to not only the brand image but also the brand e quity. Importance of consumer behaviour Consumer behaviour can be defined as ‘the study of the process involved when individuals or groups, select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs and desires (Solomon et al., 2002). From a marketing perspective, an understanding of consumer behaviour can help marketers to come up with marketing strategies that successfully aim the group being targeted while fulfilling their business objectives. In order to come to a decision the consumer processes the information conveyed to them which in turn triggers a response including feelings and emotions. These messages, usually in form of images, ‘ either present and attractive personality for the product or indirectly suggest to the consumer that they can acquire a certain style by using a particular brand (Duncan, 2002). As an affect of the advertisements consumers relate products and brands to lifestyles or quality. The emotional experience is becoming a crucial part of advertisin g in todays world marketing communicators require a good understanding of these responses and implications in order to be able to foresee the effectiveness of brand messages (Ducan,2002). Cultural diversity in the UK At present marketers supporting ethnic communities are building brand awareness by using central symbolisms to reach ethnic consumers (Holland and Gentery, 1999). The marketers tend to use the stereotypical image of the ethnic minorities as a base for their advertisements. The inevitable stereotypical portrayal of ethnic minorities in intercultural communications results in a wide range of emotional responses and attributes regarding the motifs of marketers (Holland and Ball, 1995). At the same time the negative responses feared as a result of stereotyping regardless of the intention, may be one of the reasons as to why marketers are slow to catch on the ethnic marketing practices (Burton, 2002), also the uncertainty of marketers in how to approach ethnic consumers (Gooding, 1998). From the literature already discussed shows that the advertisers have put quiet a lot of effort in studying the consumer psychology as a whole and in the past have proved to be helpful to the marketers, ho wever very little effort has been put in the past to study the diversity of the market in terms of ethnicity. One such study lead by Holland and Gentry (1999:67) suggested that irrespective of the degree of acculturation of an ethnic individual, they still tend to ‘ maintain expressive symbols of ethnicity and cultural traditions, whilst..adapting or renegotiating them to fit into present day society. The study of these attributes can open a new window of opportunity for the advertisers to reach out to such individuals at a more personal level. In this context the expression to be used goes beyond the symbolic expression, whereas ethnic individuals hand pick parts of their cultural past with the intention of adopting them to the present day society or in other words come up with a hybrid between the two cultures that they coexist in at the same time at more of a psychological level. The strength of ethnic identification is shown to have a significant effect on audience evaluation of advertisements (Greg, 1997), and in turn is more likely to influence the way the information in the advertisements is perceived and subsequently the implications it may have on marketing related decisions (Green, 1999). Donthu and Cherian (1992) discovered that the measure of ethnic identification may be of great significance to the consumer purchase behaviour. Whittler (1991) suggested that individuals with a high ethnic identification had strong cultural attitudes attached to them, therefore are more likely to be affected by the race or origin of the model. Green (1999) discovered in his study that African Americans were more probable to have a positive assessment of an advertisement featuring models from the same race. Advertisers in their attempts to market a product look for the target markets approval for that particular advertisement though when targeting ethnic minorities they should emphasise more on the use of cultural symbols that are closer to that of the target audiences (Holland and Gentry, 1999). Koslow et al. (1994) observed that using Spanish language in advertisements was linked to positive consumer perceptions towards the advertisers sensitivity towards the Hispanic culture. Therefore it could be said that strong ethnic identifiers are likely to trigger a stronger emotional response to the advertisements that depict some sort of cultural attributes (Holland and Gentry, 1999, Green, 1999). Greens (1999) research findings suggested that ‘the individuals feelings towards advertisements depend on the degree of identification with their ethnic group. The proposition of this study would be to the advertisers that there should be a great deal of emphasis on the media strategy which w ould imply that the main focus should be on their target audience rather than on the creative strategy i.e. the use of black/white models. Green (1999) suggested that advertising in the local publications was more effective in regards to national publications when advertising to an ethnic minority. It was also observed that the Asian markets responded better to the ethnic based advertisements irrespective of the type of media (Kinra, 1997). On the other hand the representation of ethnic actors has increased greatly in the media that there is now an over representation of the ethnic minorities in the media as compared to their proportion in the society (Taylor and Stern, 1997). Thi Psychologically Manipulative Advertising Strategies Psychologically Manipulative Advertising Strategies Introduction: This research is based on the psychological effects of advertising on the consumer. The controversial advertising campaigns are intended to provoke discussion of global issues, not to sell clothes. Today, any product is made of two things: a percentage of material and a percentage of image. And the part of the product that is made of image is getting bigger (Luciano Benetton)( Financial Times, 2001). Therefore advertising is getting more tricky and complicated. The picture has great importance to the content of the advertisement because it has the possibility to express feelings. Owing to this, it is very important to be sure that the picture expresses feelings that agree with the strategy of the sender. If not, there is a risk that the picture sends out a message that was not intended (Sidenbladh,E 2000). This not only kills the purpose of the advertisement but fails to impact the consumers mind, not to mention the waste of valuable advertising time and the costs attached to it. Ad vertising intends to influence people to think a particular way and to apply pressure for consumers to purchase a product. There is a level of understanding of this fact on the part of the consumer, but this does not mean that the people are able to fully control their own reactions. To persuade the receiver is the most important task of the picture. The receiver is meant to think along the line of thoughts that the sender intended to create. It is therefore believed that peoples self-understanding, behaviour and lifestyle would be affected. The picture is intended to remind people about their own and personal lifestyle and experiences. The fact is that we look at a picture in accordance with our own experiences. The consciousness only grasps a small part of all the sight impressions we actually receive. This is where peoples different associations and experiences enter the picture (Hansson et al., 1992). Many of these messages are certainly involuntary, usually coming from the atti tudes that are widespread in a society at a given time. These messages are intended to attract the viewer and to guide thier thinking on certain channel with the aim of selling the product and making the consumer believe that are getting the complete package that comprises of the product along with the image attached to it. This may be achieved by giving an impression of what that product may account for in their lives by exaggerating and impressing an image of a certain level of emotional importance that they link to the product. There are many different communication models that originate from the classical Stimuli-Organization-Response Model (Aaker et al., 1992; Fiske, 1994). As an example we have chosen Edfeldt (1992) because it stresses the influence of disturbance of the senders message. The sender should create an advertisement and formulate it in the best possible way, in order to sell the product intended. Already at this stage it might happen that the message changes owing to the simple reason that it is not always so easy to put your thoughts into words and pictures. The senders own thoughts have vital importance to how the advertisement will look and through which sender and channel it will be publicized. When the advertisement reaches the sender it will be changed and also be affected by this persons personal thought; later on it will also be adjusted and might again be changed in some ways, in order to fit the media channel, which is intended. After that the receiver, and hopefully also the consi gnee, will get the message and in this step it is their thoughts that decide how the advertisement shall be interpreted. Consequently, at every step there are disturbances, which make the process sometimes troublesome.(Andersson, S. 2004)Advertising agencies make use of their knowledge of psychology to come up with campaigns that will appeal to the consumers desires and needs. In an individual society its easier to victimise the masses with such kind of an advertisement campaign as compared to multicultural societies. Products like fairness creams are significantly advertised in the sub continent and the advertisements give an impression that people who are dark are less likely to succeed in life as compared to the ones with a lighter skin tone. One of the fair and lovely ads shows how a girl cannot get her dream job only because she is dark and after using this product she get it even without an interview. (Fair and lovely, 27 Feb. 2009) Viewing such an ad will impact the people who have a darker skin and in some cases put them in a complex about their appearance. This in turn will make the consumer believe that in order to live a better life they require the product. Contrary to that in countries with a predominant Caucasian population tanning lotions are publicised. These products are again publicised sticking with the same concept. The Coppertone Sun Lotion Commercial from 1989 shows a girl walking on the beach alone and lonely and at the sight of the tanning lotion she starts to fantasize of being really sexy and a male attention magnet. (Coppertone Sun Lotion Commercial 1989, 24 Feb. 2009). This kind of an advertising approach impresses that the product being advertised is not just a luxury cosmetic anymore for the consumer but a survival necessity. Such advertisement campaigns are not taken to be offensive in that particular region and in fact are spot on as these concepts originate from the complexes that originally exist in that particular society. This may also be considered as one of the approaches to this kind of advertising. When the advertisers are dealing with a society like the one in UK that has a mixture of all sorts of cultures using such an advertisement strategy becomes all the more complex and difficult. Some of the ideas might create interest in one particular group of people, while others may be unaffected or worse offended by it. In order to design such a advertising strategy the advertisers may have to have a fairly good knowledge of the way the people think in that particular community which is being targeted. This study will investigate effectiveness of such advertising campaigns as The message of the advertisements is basically to sell products and to be able to catch the receivers attention. Therefore it is important that the sender not only makes sure that the product in the advertisement is successful and is selling, but also is aware of and careful about the pictures many effects. The values that are spread and how they in turn affect the consumer are important for the future of the product ((Hà ¤gg et al., 1972) Literature review Impact of media and in particular visuals on a consumers mind Background Historically, television was assumed to be an excellent vehicle for presenting a message to a relatively captive mass audience (Secunda, 1988). Lead by a large body of research, advertisers often spend noteworthy sums attempting to ensure that certain segments see specific ads enough to prompt some response and spawn the biggest â€Å"bang for the buck† (Vakratsas and Ambler, 1999). There has been a lot of research done on the way consumers react and interpret advertisement. This research focuses on the audience as a whole and consumers as a general market. However there has been no research carried out that divides the consumers in regards to their ethnicity and subcultures and study how each of them react to the same kind of an advertisement. A targeted advertisement is more valuable with the targeted segment because ad characteristics such as actors, symbols, and themes are customized specifically to the characteristics of the targeted consumer segment. Previous research shows that consumers who are members of the group being targeted by an ad are more likely to take a positive interpretive attitude regarding the ad than are members of non-targeted groups (Grier and Brumbaugh, 1999). That is, targeted consumers are likely to create meanings that transmit through the advertisement positively to themselves. It is a common awareness among the managers of multinational companies that advertising plays a vital role in a building brand. Developing and upholding a sturdy brand in the fullest sense requires much more strategic thinking as brand tools suggest the conceiving of a promise of value for customers and then ensuring that the promise is kept. Building a powerful brand requires determining the substantial characteristics of the contributions that carry the brand name and the payback the customers get from those benefits and the psychological or emotional benefits of the products. This may be described as what â€Å"value† means to a typical loyal customer; and what, ultimately, is the crucial nature and character of the brand over time. A good brand image will result in an increase in the brand equity. Strong brand equity allows the companies to retain customers better, service their needs more effectively, and increase profits. (Rajagopal, 2006) Consumers often animate brands by donating them with personality traits, and marketers often create or highlight these perceptions by their brand positioning. Brand personality traits provide symbolic meaning or emotional value that can chip in to consumers image of the brand. Human personality traits are determined by multi-dimensional factors like the individuals behaviour, appearance, attitude and beliefs, and demographic characteristics. Based on the trait theory, (Batra et al. 1993) observed that there are five steady personality dimensions, also called the â€Å"Big Five† human personality dimensions. The â€Å"Big Five† human personality dimensions are Extroversion/introversion, Agreeableness, Consciousness, Emotional stability, and Culture. Based on these human personality dimensions, Aaker (1997) identifies the new â€Å"Big Five† dimensions related to brands. These are Sincerity, Excitement, Competence, Sophistication, and Ruggedness. This pattern suggests that these brand personality dimensions might operate in different ways or influence consumer preference for different reasons. Sincerity, excitement, and competence represent an innate part of human personality whereas sophistication and ruggedness tap dimensions of indivi dual desire. Hence, the following proposition has been considered as the customers identify brands that have similarity to their own personalities and represent closeness in terms of the psychographic and emotional attributes.( Rajagopal, 2006) This builds the grounds for the psychologically manipulative advertising strategies. Advertisers study carefully these attributes and try to link it to the consumer. Then base the advertisements to target these personality traits in people. The following discussions in the paper analyze the influence of advertising practices on the buying behaviour of consumers. The discussions in the paper are built around cognitive relationship between the consumer behaviour and communication. There do exist well thought out advertisement strategies that are carefully planned and call upon the values of a closely defined audience or a subculture. Over a period of time, some campaigns can transform the public perceptions, in turn increasing public awareness and changing general perceptions of issues previously overlooked (Rotfield, 2002). Some subjects that are commonly used as the bases of such sort of an advertising strategy are talked about in the following chapters. These form the basis of psychological manipulative advertising strategies and have an underlined meaning and an impact on the way the consumer not just sees the product but also triggers some emotions that they start to relate to it. Sexuality The upcoming and the new focus of advertiser in th fashion advertisement is the homosexual community. With approximately 22-30 million members (Dossi, 2006), or approximately 6-7 percent of American adults (Seckler, 2006), and a combined collective buying power of $641 billion in 2006, the USA gay and lesbian market is commonly considered the â€Å"Dream Market† (Packaged Facts, 2004). The average household income for gay/lesbian households is between $60,000 and $79,999, significantly higher than that of their heterosexual counterparts (GL Census, 2005). These figures portray the homosexual community as a substantial market. There for an attractive target for the advertisers and a potential consumer base for the brands. A recent study addressing this issue investigates heterosexual and homosexual responses to ads containing heterosexual, implicit homosexual and explicit homosexual imagery (Oakenfull and Greenlee, 2005, p. 429). The authors of the study find that the conventional straight audience is alienated by explicit gay and lesbian imagery, but not by implicit gay and lesbian imagery. They also find that the homosexual audience responds equally well to both implicit and explicit gay and lesbian imagery, and therefore suggested using implicit homosexual imagery to reach this audience and at the same instance avoid alienating or worse offending the larger heterosexual population that makes up a far greater percentage of the market. However, In this study the use of implicit versus explicit gay and lesbian imagery in this study did not represent a deviation in the degree of intimacy, and may have caused a level of inaccuracy in interpretation of the results. The ad that represented the implicit im agery used was an actual beer ad containing the symbolism of a pink triangle, a rainbow flag and the slogan, â€Å"Another one coming out†, this add does have a implicit under lying message to it but does not really have a level of intimacy attached to it that was meant to be studied, whereas the supposedly explicit imagery showed a kiss on the cheek or the forehead with either a lesbian or a gay male couple, both images were taken from clothing ads. Neither ad primarily contained explicit sexual contact, and could have portrayed to be a non-sexual relationship.( Dotson M.J, et al. 2009) Based on the findings of Dotson M.J it is suggested that If narrow targeting is possible, it is preferable to the use of crossover ads. If ones primary audience consists of straight males, one might not wish to use ads with any homosexual themes. There is perhaps wider freedom with a straight female audience who may be more tolerant of ambiguous homosexual imagery. If ones primary audience is gay and lesbian, evident depictions of primarily gay males and lesbians, especially androgynous depictions, are recommended. If management wishes to use crossover appeals in a publication that appeals to both gays and straights, ambiguous subtle approaches would appear to be most appropriate (Dotson M.J, et al. 2009). Gender Gender is one of another tools that can be used for this kind of an advertising approach and plays an important role in how ads are perceived. Both the gender of the audience as well as the gender of the models presented in the ads (Oakenfull and Greenlee, 2005) is of equal value. The relations between genders may have important implications for marketers. Advertisers often place the same advertisement in multiple media outlets, and rely on it communicate a specialized message to each audience (Penaloza, 1996). This could be a problem or a gamble both at the same time. It may be a problem as all the media might not be aiming to the same kind of a consumer in terms of background and mental and emotional levels, therefore the message may be interpreted differently by the variance in the market that is being targeted. It may be a gamble as the advertisers are trying to reach out to a wider demographic with the same advertisement this could be a hit or miss situation depending on the typ e advertisement and the consumer it is targeting. Advertisers usually use gender stereotypes and gender-linked traits (a collection of psychological characteristics and behaviours characterizing men and women) and gender roles activities differentially appropriate for men or women in advertisements (An.D and kim S. 2007). Usually gender role depictions of women as dependent and emotional have been criticized for perpetuating stereotypes and having adverse effects on a wide range of behaviours (Bretl and Cantor, 1988). Specifically, Jones (1991) summarized instances of subtle stereotyping in advertisements: †¢ functional ranking – the ability to depict men in executive roles and as more functional when collaborating with women; †¢ relative size – the inclination to depict men as taller and larger than women, except in the case when women are clearly superior in social status; †¢ reutilization of subordination – an surplus of images of women lying on floors and beds or as objects of mens mock assaults; †¢ the feminine touch – the tendency to show women cradling and caressing the surface of objects with their fingers; and †¢ Family – fathers depicted as physically distant from their families or as relating primarily to sons, and mothers depicted as relating primarily to daughters. (An.D and kim S. 2007) In the past content analysis has been used as a major research method to investigate gender roles portrayed in advertising (Cooper-Chen, 1995). Since, there has been such high levels of research in this particular area, its is not fair to provide a complete review in a few paragraphs (for articles based on the review , see Courtney and Whipple, 1983; Furnham and Mak, 1999. In the first study of this particular subject, Courtney and Lockeretz (1971) reported that US magazine advertisements depicted woman for having a place only in the household, and also did not consider them of a great value to make important decisions, and thus highly dependent on the opposite sex for that matter. In the next few decades, quite a few studies based on the subject (McArthur and Resko, 1975; Belkaoui and Belkaoui, 1976; Whipple and Courtney, 1985; Gilly, 1988; Bretl and Cantor, 1988; Mazzella et al., 1992; Kramer and Knupfer, 1997; Furnham and Mak, 1999; Furnham et al., 2000) also portrayed and examine d this depiction of woman in US magazine and television advertising. This research implied the status of woman and their role to be more of a passive nature, secondary to men, and thus dependent on men, and not capable of making important decisions, depicting their lack of brainpower and authority, younger, appealing, self-enhancing, and ornamental. Such stereotyping in the portrayal of women has continued into the mid-1990s although percentage of women shown as professionals and managers has made modest gains since the late 1950s (Cheng, 1997). The role of women was also brought forward as for being an attention grabber in advertisements, women were quiet often shown as objects of sex (Soley and Kurzbard, 1986; Ferguson et al., 1990; Klassen et al., 1993). While most researchers were mainly focusing and paying attention to the role of women, another research has observed the portrayal of men and women appearing in advertisements together (Wiles and Tjernlund, 1991; Klassen et al., 1993; Zotos and Lysonski, 1994) or male positioning solely (Wolheter and Lammers, 1980; Skelly and Lundstrom, 1981; Kolbe and Albanese, 1996). These studies generally implied that men are depicted in categorically dissimilar ways as authoritative, sovereign, professional, self-directed, outdoor, middle-aged, argumentative, practical, and pleasurable. Comparative studies showed that the difference in the portrayal of the two sexes was in the presentation (i.e. men were kept in the forground as the main focus as the women provided to be a back ground) of the type of products advertised (e.g. men were used for technical products or women for the purpose of household products). Other researchers (Soley and Kurzbard, 1986; Bretl and Cantor, 1988; Ferguson et al., 1990; Klassen et al., 1993) observed that the advertisers had made some development in the ways both the genders are advertised, mainly in the depiction of women in a less domesticated way (e.g. regular representations of women in more professional and corporate ways) perhaps due to the increasing feminine movements along with â€Å"raising† of feminist consciousness (Ford and LaTour, 1993). In this observation the cases studied the impact that the consumer psychology had on the way advertisers approach their advertising campaigns. This also suggested that the advertisers dont just use advertising to make people believe in things but at times use underlying norms prevailing in the society to structure the advertising campaigns in order to relate to the audiences and reach out to them. Hence leaving an impact on the way they view things. Celebrity Another key aspect that advertisers especially in the fashion arena use to impact and attract the consumers attention is celebrities. From the work of Langmeyer and Shank (1994), we can define this assemble not only comprise objective beauty, but also non-physical beauty, such as sportsmanship, charm, grace, intelligence and credibility. A good-looking celebrity is more likely to be a more powerful foundation of a brands image due to the advantage of their celebrity standing and their physical attractiveness (Kamins, 1990). In research that has investigated physical attractiveness showed that physically attractive celebrities have a positive effect on the products and brands with which they are linked to. As an example, after thoroughly reviewing the literature, Joseph (1982) states that physically attractive celebrities have a positive effect on the way the product is perceived and looked upon. In another study Kahle and Homer (1985) discover that the celebritys attractiveness can i mprove the way the brand is remembered, what the brand promises and the attractiveness of a brand. In an even more current study, Till and Busler (1998) bring to a close that the use of an attractive representative for the brand has positive effects, on the attitude of the consumers targeted, towards the brand. One of the findings from these observations is that the attractive sources tend to attract more attention than other less attractive sources. Therefore they are able to communicate the meaning with more effectiveness. Building on from these findings, we can say that the more attractive the celebrity, the more the image of the endorsed product will benefit. An example of an advertising campaign where the attractiveness-image of a celebrity has been linked with the image of the brand and used as a psychologically impacting tool for the consumer is the Star Ambassador campaign by a renowned watchmaker Omega. This ad champagne features supermodel Cindy Crawford and Formula One racing driver Michael Schumacher. Crawfords who is renowned for her beauty, and Schumachers for his outstanding driving abilities makes them extremely eye-catching and very noticeable in their professions and beyond. These attributes make these celebrities ideal ambassadors for Omegas products (see Omega, 2004). Considering this it is safe to say that celebrity attractiveness has a positive relationship with brand image (seno.d, et al 2007). In a study carried out by Klaus et al. It suggested that, women in particular responded more positively and had a more favourable attitude towards, celebrities in the advertisements.(Klaus N et al, 2008). This research also showed that male and female consumers responded more favourably to adverts with female celebrities, with male participants providing a more favourable response than female participants, but finds only limited interaction effects, in terms of differences between male and female participants attitudes, evaluations, and responses, to adverts with male and female celebrities.(Klaus N et al, 2008) This research observed the impact of this manipulation approach in advertising on male and female consumers. Goldsmith et al. (2000) define celebrity standing in the context of advertising as the extent to which a celebrity is â€Å"perceived as possessing expertise relevant to the communication topic and can be trusted to give an objective opinion on the subject†. This shows that the careful selection of a celebrity to represent a product is crucial, as the celebrity has to have some level of relation to the way the product is preceded by the consumer. It could be in terms of the trust that the consumers hold with the celebrity or the authenticity and the sincerity of the opinion of that particular celebrity on the subject of that product. Expertise and trustworthiness are the most important aspects of celebrity credibility. When consumers evaluate these aspects of a particular celebrity, they echo on the soundness of the pronouncements made by that celebrity. There is a level of trust between the celebrity and the consumer. The trust being that the consumer believes in the credibility of what the celebrity is endorsing (e.g.Hovland et al., 1953). The more the consumer is in favour of these celebrity credibility constituents, the celebrity endorser in turn is seen to be a more convincing source for the representation of that information about the product and also as an authentic representation for that brand (e.g. Ohanian, 1990). After a careful study of the literature on this area, Goldsmith et al. (2000) conclude by saying that the assumed credibility of a particular celebrity has a positive impact, in respect to convincing consumers and influencing consumer attitudes, towards the products with which the celebrity is associated. One such example of a celebrity whose credibility coincides with that of a brands image is John Travolta (actor). He endorses the Australian airlines (Qantas). John Travolta as an individual has a passion for airplanes and aviation. He has a commercial pilot license and also owns a Boeing 707. Considering all this, John Travolta is therefore considered to be a convincing aviation expert. Therefore, the Australian airline (Qantas) values John Travolta as a celebrity endorser for their brand (Gotting, 2002). From what has been discussed above, it could be said that celebrity credibility has a positive relation to the image of the brand. As brand image has a positive relation to brand equity, It can be said that celebrity credibility has an indirect but yet a positive effect on brand equity (seno.d, et al 2007). This research emphasises and proves the importance of such kind of an advertising approach and its positive appeal to not only the brand image but also the brand e quity. Importance of consumer behaviour Consumer behaviour can be defined as ‘the study of the process involved when individuals or groups, select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs and desires (Solomon et al., 2002). From a marketing perspective, an understanding of consumer behaviour can help marketers to come up with marketing strategies that successfully aim the group being targeted while fulfilling their business objectives. In order to come to a decision the consumer processes the information conveyed to them which in turn triggers a response including feelings and emotions. These messages, usually in form of images, ‘ either present and attractive personality for the product or indirectly suggest to the consumer that they can acquire a certain style by using a particular brand (Duncan, 2002). As an affect of the advertisements consumers relate products and brands to lifestyles or quality. The emotional experience is becoming a crucial part of advertisin g in todays world marketing communicators require a good understanding of these responses and implications in order to be able to foresee the effectiveness of brand messages (Ducan,2002). Cultural diversity in the UK At present marketers supporting ethnic communities are building brand awareness by using central symbolisms to reach ethnic consumers (Holland and Gentery, 1999). The marketers tend to use the stereotypical image of the ethnic minorities as a base for their advertisements. The inevitable stereotypical portrayal of ethnic minorities in intercultural communications results in a wide range of emotional responses and attributes regarding the motifs of marketers (Holland and Ball, 1995). At the same time the negative responses feared as a result of stereotyping regardless of the intention, may be one of the reasons as to why marketers are slow to catch on the ethnic marketing practices (Burton, 2002), also the uncertainty of marketers in how to approach ethnic consumers (Gooding, 1998). From the literature already discussed shows that the advertisers have put quiet a lot of effort in studying the consumer psychology as a whole and in the past have proved to be helpful to the marketers, ho wever very little effort has been put in the past to study the diversity of the market in terms of ethnicity. One such study lead by Holland and Gentry (1999:67) suggested that irrespective of the degree of acculturation of an ethnic individual, they still tend to ‘ maintain expressive symbols of ethnicity and cultural traditions, whilst..adapting or renegotiating them to fit into present day society. The study of these attributes can open a new window of opportunity for the advertisers to reach out to such individuals at a more personal level. In this context the expression to be used goes beyond the symbolic expression, whereas ethnic individuals hand pick parts of their cultural past with the intention of adopting them to the present day society or in other words come up with a hybrid between the two cultures that they coexist in at the same time at more of a psychological level. The strength of ethnic identification is shown to have a significant effect on audience evaluation of advertisements (Greg, 1997), and in turn is more likely to influence the way the information in the advertisements is perceived and subsequently the implications it may have on marketing related decisions (Green, 1999). Donthu and Cherian (1992) discovered that the measure of ethnic identification may be of great significance to the consumer purchase behaviour. Whittler (1991) suggested that individuals with a high ethnic identification had strong cultural attitudes attached to them, therefore are more likely to be affected by the race or origin of the model. Green (1999) discovered in his study that African Americans were more probable to have a positive assessment of an advertisement featuring models from the same race. Advertisers in their attempts to market a product look for the target markets approval for that particular advertisement though when targeting ethnic minorities they should emphasise more on the use of cultural symbols that are closer to that of the target audiences (Holland and Gentry, 1999). Koslow et al. (1994) observed that using Spanish language in advertisements was linked to positive consumer perceptions towards the advertisers sensitivity towards the Hispanic culture. Therefore it could be said that strong ethnic identifiers are likely to trigger a stronger emotional response to the advertisements that depict some sort of cultural attributes (Holland and Gentry, 1999, Green, 1999). Greens (1999) research findings suggested that ‘the individuals feelings towards advertisements depend on the degree of identification with their ethnic group. The proposition of this study would be to the advertisers that there should be a great deal of emphasis on the media strategy which w ould imply that the main focus should be on their target audience rather than on the creative strategy i.e. the use of black/white models. Green (1999) suggested that advertising in the local publications was more effective in regards to national publications when advertising to an ethnic minority. It was also observed that the Asian markets responded better to the ethnic based advertisements irrespective of the type of media (Kinra, 1997). On the other hand the representation of ethnic actors has increased greatly in the media that there is now an over representation of the ethnic minorities in the media as compared to their proportion in the society (Taylor and Stern, 1997). Thi