Domestic Violence Against Women Essay Example for Free

Domestic Violence Against Women Essay Various types of relationships exist between men and women. The status of women has endured a constant change; thus changing the way they are perceived by others in relationships. Despite numerous healthy relationships experienced, there are those which have negative consequences to those involved; one such relationship is that regarding domestic violence. The term domestic violence according to Walker and Gavin refers to â€Å"an intimate relationship between two adults in which one partner uses a pattern of assault and intimidating acts to assert power and control over the other partner† (Walker Gavin, 2011). Within the context of this paper, domestic violence will refer to violent relationships between men and women where it is the women who are victimized. The purpose of this paper is tri-fold: (1) to address the development of domestic violence; and (2) to examine various attitudes regarding domestic violence; and (3) to discuss ways in which society is dealing with the issue of domestic violence. Emergence and Development According to feminists, strong patriarchal values held within a society are linked with increased risk of harm towards women (Watto, 2009, p. 561). Patriarchy exists in most societies worldwide (Watto, 2009, p. 563). The term patriarchy refers to the father having full authority of his family (Romito, 2008, p. 30). Within society’s retaining this belief system, the wife and children are the father’s property (Romito, 2008, p. 146). Many findings have developed according to Totten. He found: 1) labor divided by sexual division to be normal; 2) men are to conquer women as sexual objects; 3) abusive behavior is a justified means for resolving conflict and 4) women should respect, obey and depend on men (Totten, 2003, p. ). Thus, one can conclude that family violence is linked to the ideology of patriarchy (Duffy Momirov, 1997, p. 123). As well, it is important to note that we live in a society which religion is prevalent, the church agrees with patriarchy (L. Walker, personal communication, October 3rd, 2011). Duffy Momiov (1997) state: Their histories are united in the longstanding moral obligation of men, as comma nded by the Church, to ensure that their wives and children behave themselves properly. Male violence may be legitimately employed to ensure such behavior. It is the patriarch’s Christian duty to â€Å"save their souls† (p. 123). Furthermore, considering society and the church agreed with the ideology of patriarchy, one can conclude that domestic violence was a private issue and was unheard or spoken of. The division of labor which has strong historical roots in society contributes to women being victimized. During the Industrial Revolution, men were seen as responsible for making the wage to support the family and the women was responsible for her role in the home as housekeeper and mother (Hutchings, 1992). Unfortunately, according to Hutchings (1992), a man may seek to have more power by abusing his wife if he feels as though he is lacking employment in his occupation. It is the male’s financial contributions into his home that gives him the opportunity to abuse his wife (Hutchings, 1992). Contributing Factors Leading to Domestic Violence as an Issue Domestic violence against women would never have become an issue if it wasn’t for the development of feminism (Duffy Momirov, 1997, p. 23). Feminism is divided into different waves. The two waves which had a connection to the development of an issue of violence against women were one and two. It was prior to the development of the second wave of feminism, that domestic violence against women was thought to be a private issue that did not warrant a concern from the public (Blanchfield, Margesson, Seelke, 2009, pg 1). The first wave occurred in Britain during the years of 1870-1930, it was concerned with women’s citizen rights and the right to vote; this wave lead to women gaining these rights (Charles, 2000, p. 22). Within this wave, women were concerned with being granted the vote (Crow Gotell, 2009, p. 9). The second wave of feminism emerged in North American and Western Europe during the 1960’s and focused on women’s liberation (Charles, 2000, p. 1). During this wave, the feminists came to believe that the state had the ability to demolish policies which affected women thus granting them certain rights (Charles, 2000, p. 5). Goals of the second wave were highlighted by Charles and deal with women raising domestic violence as an issue. He states: During the 1970s, the movement formulated seven demands. These were for equal pay; equal education and job opportunities; free contraception and abortion on demand; free 24-hour urseries; financial and legal independence; an end to all discrimination against lesbians and a woman’s right to define her own sexuality; freedom from intimidation by threat or use of violence or sexual coercion, regardless of marital status, and an end to all laws, assumptions and institutions which perpetuate male dominance and men’s aggression towards women (Charles, 2000, p. 1). Successes were gained from the development of feminism. Male privilege was partially removed with the success of the feminist movements (Crow Gotell, 2009, p. 59). Women’s opportunities increased in relation to jobs, benefits, education, independence and affluence (Crow Gotell, 2009, p. 173). Due to women’s gain of independence, they raised their expectations of men and were more unwilling to excuse unacceptable male behavior (Crow Gotell, 2009, p. 173). With the changing of expectations held by women, domestic assault and rape laws were changes and policies which banned harassment in the workplace were created and made common (Crow Gotell, 2009, p. 59). Addressing the Issue The 1960’s give rise to the battered women’s movement (Schneider, 1991). Prior to the development of women’s movement, battering of women was not recognized (Schneider, 1991). This movement viewed battering as a result of gender relations which reflected female subordination and male power (Schneider, 1991). This movement strived to decrease the silence surrounding the issue of abused women and decrease society’s tolerance of the acts (Crow Gotell, 2009, p. 170). Furthermore, this movement has provided public education to increase awareness, services to those involved and constructed legal remedies to address and stop the abuse (Schneider, 1991). Due to the increased awareness of abuse against women, the Government of Canada has made an effort to decrease the occurrence. During May of 1981, the London Police were the first Canadian police department to implement laying charges regarding spousal assault (Department of Justice, 2009). According to the Department of Justice (2009), In May 1982, the House of Commons’ Standing Committee on Health, Welfare and Social Affairs tabled its report, Report on Violence in the Family—Wife Battering. In it, the committee noted that police training (at that time) generally instructed against the arrest of a batterer unless he was actually found hitting the victim or unless the victim had suffered injuries that were â€Å"severe enough to require a certain number of stitches. During July of 1982, the House of Commons suggested that Parliament push all police to lay charges for acts of wife beating considering they lay charges for other forms of assault (Department of Justice, 2009). It was also suggested in 1983 by the Federal Provincial Task Force on Justice for Victims of Crime that there be written guidelines developed to direct officers to treat wife assault as a crime and that the act of prosecution be made without the woman’s consent (Department of Justice, 2009). Guidelines were issued to Crown prosecutors and police as to how to deal with spousal abuse by 1986 from the Attorneys General and Solicitors General (Department of Justice, 2009). These guidelines required police to file charges if they had reasonable grounds to believe the women had been assaulted (Department of Justice, 2009). The Government of Canada has been making adjustments to current bills. Bill C-15 was reintroduced in March of 2001 with the proposal of increasing the sentence of criminal harassment to ten years from the previous five year sentence (Department of Justice, 2009). Bill C-79 had been amended in December of 1999, to facilitate victim’s participation as well as that of the witnesses during the process of criminal justice (Department of Justice, 2009). For example, before the accused can be released on bail, the safety of the victim must be taken into account (Department of Justice, 2009). Bill C-27 was reformed and enforced in May of 1997; it redefined the definition of criminal harassment (Department of Justice, 2009). During a sentencing of the accused, Bill C-27 also requires that the courts take breaching of court orders into consideration (Department of Justice, 2009). Bill C-41 which discusses sentencing was amended in 1996; thus allowing women to seek compensation for expenses accumulated from the needing to leave their house due to the abuse. (Department of Justice, 2009). Bill C-42 was reinforced during February of 1995; thus making it easier for victims to receive peace bonds. Individuals and the police are now able to request a peace bond on a victim’s behalf who is at risk of harm (Department of Justice, 2009). The penalty for violating a peace bond has been raised from half a year to two years (Department of Justice, 2009). The final bill reformed was Bill C-126 which created a new charge of criminal harassment known as anti-stalking (Department of Justice, 2009). Shelter programs have been a way of society trying to help women of domestic violence (Koss, White Kazdin, 2011, p. 185). These programs have advanced a lot since they were introduced. Early shelters were only able to offer temporary support in the form of beds (Koss, White Kazdin, 2011, p. 185). Fortunately, shelter programs have advanced to offer more immediate services to the victims. Today, many of the programs offer emergency shelter, support groups, crisis lines which are open 24/7, counseling services, programs for children and advocacy for the victims (Koss, White Kazdin, 2011, p. 185). Fortunately, shelters have educated victims on their rights and options, taught them about community resources, shown them additional safety strategies and given them hope for the future (Sullivan, O’Halloran Lyon, 2008). First response teams are in place to provide safety to victimized women. The team usually consists of social workers and/or trained advocates who assist police officers during or shortly after domestic violence arrests occur (Koss, White Kazdin, 2011, p. 185). These teams promote the message to abusers that legal consequences result from their harmful behavior and they also educate victims about resources and community services available (Koss, White Kazdin, 2011, p. 185). Discussion There are many ways in which society suffers from domestic violence against women. Family relationships suffer severely when women endure these unhealthy relationships (Duffy Momirov, 1997, p. 6). Family members are harmed as well (Duffy Momirov, 19997, p. 6); for example: observing violence can affect the observer in a physical, mental, and/or emotional manner. Victims of the violence may feel humiliated (Duffy Momirov, 1997, p. 6). One reason a victim may feel humiliated is that the abuser is a loved one for whom they trust (Duffy Momirov, 1997, p. 6). The humiliation is usually experienced not only by the victim but also the accused but this may occur at differing times (Duffy Momirov, 1997, p. ). The victim is likely to experience shame due to the belief that they are being attacked (Duffy Momirov, 1997, p. 6). Considering society doesn’t want to experience negative emotions, the victims and/or accusers may try to avoid the feeling of shame thus leading to the possibility of them becoming violent (Duffy Momirov, 1997, p. 6). The act of violence also affects those who witness it (Duffy Momirov, 1997, p. 6). Those who have witnessed violence and then engage in relationships with others are likely to realize that their relationships are tainted (Duffy Momirov, 1997, p. ). Due to these tainted relationships, institutions such as the police, the penal system, social services and the courts get involved with the issue to try and break the cycle (Duffy Momirov, 19997, p. 6). Individuals fail to intervene in conflicts of domestic violence due to existent stereotypes. Many people still feel as though the issue is still a private matter, should only be dealt and discussed within the family and this it is a minor offence (Berry, 2000, p. 23). Unfortunately, people also believe they are helpless and cannot stop it issue from occurring (Berry, 2000, p. 3). Many people still believe that the issue is rare, thus they may train them self to believe it isn’t really occurring (Berry, 2000, p. 22). It is believed by some that women are naturally passive and men are to be inherently aggressive, therefore abuse is inevitable and part of human nature (Berry, 2000, p. 23). Some believe that the women provoke the violence through getting angry at the man, nagging, or speaking their minds; thus leading to the women deserving to be beaten (Berry, 2000, p. 22). Furthermore others believe it is a problem due to increased poverty or stress, thus making it limited to those of a lower class (Berry, 2000, 23). Despite the negative consequences women face in these abusive relationships with men, some choose to not seek help. Many women may feel as though they are forced to stay in these relationships to avoid becoming a lone mother living a life of poverty (Crow Gotell, 2009, p. 85). One can understand why women may fear becoming victims of poverty because despite their wages increasing, they still earn far less than men (Crow Gotell, 20009, p. 5). Walikhanna (2009) has many thoughts of why women stay: 1) women may keep the issue silent for the sake of their children 2) education or training may be lacking thus they are dependent on the man 3) they may believe the abuse is part of their fate or a way of living (p. 72). The women may fear the man will seek revenge (Department of Justice, 2009). Victims may live in isolated communities or face communication, cultural or language barriers (Department of Justice, 2009). Furthermore, these are but few of the reasons the issue is still prevalent thus the authorities are unable to intervene. Sometimes strategies engaged prove to be ineffective. During the beginning of an abusive relationship, the women usually employ various strategies to diminish the violence (Denmark, Rabinowitz Sechzer, 2005, p. 398). They may call the police, seek the help of family members or the church, turn to their doctors or try to change their characteristics which the man criticizes (Denmark, Rabinowitz Sechzer, 2005, p. 396). Unfortunately, they men will find other ways to criticize the women, the police may only diffuse the present situation, family members and/or the church may advise the women to do everything in the relationship to salvage their families and doctors may respond to the women with sleeping pills, antidepressants and tranquilizers (Denmark, Rabinowitz Sechzer, 2005, p. 396). Future Outcome Despite all the changes society has implemented, more needs to be done to make this issue non-existent. Lots of cases in which the women are abused go unreported to police but fortunately the reported cases have increased (Department of Justice, 2009). Presently, the stigma once attached to women who admit to being victimized and seek help has declined (Berry, p. 22). Fortunately, as more stories make public awareness, their attitudes regarding the issue their attitudes are changing; they are becoming more aware of its detrimental effects as well as the negative consequences of not getting involved (Berry 1995). Community implemented programs attacking domestic violence has also seen amazing results (Berry, 1995, p. 27). The effectiveness of all future outreach programs depend on the communities attitudes (Sen, 1999, p. 37). It has been suggested that all money used to stop domestic violence has promoted the victim instead providing social solutions (Sen, 1999, p. 37). For Example: the accused are threatened with a jail sense instead of trying to change the man’s ideology which causes to seek power though the use of violence and intimidation (Sen, 1999, p. 37). Futhermore it has been thought that men who abuse women do not believe they are criminals; one study found that 80 percent of those accused has no previous contact with the law (Sen, 1999, p. 36). Unfortunately, recognizing an abuser is not easy (Walikhanna, 2009, p. 3), therefore one way of intervening in cases of domestic violence is being able to recognize the signs. Signs of a women being abused include: being anxious or afraid to please their man, doing everything he says, going along with what he does, women checking in with their partner often to report their actions, constant harassing telephone calls or the women discussing her partner as possessive, jealous or having a temper (Smith Segal, 2011). Signs of physical use include: having frequent accidental injuries, constant absences without explanations, and wearing clothing which hides marks (Smith Segal, 2011). Signs of isolation include: restrictions to see friends and family, limited access to credit cards, money or a vehicle and rarely being allowed in public without their partner. Furthermore, another type of abuse to observe for is psychological. Signs include: low self-esteem, depression, anxiousness, being suicidal and expression of drastic personality changes (Smith Segal, 2011). Despite various signs to observe to identify abuse, it is important to note that these are only signs, just because an individual is experiencing a sign does not mean she is a victim of abuse. These signs are only listed to better help society identify victims. Conclusion This paper discussed the changing of domestic violence from that of a private issue to becoming a public issue. Various attitudes, beliefs and interventions were also discussed. Feminists believe society’s emphasis on patriarchal values is linked to women being victimized by men (Watto, 2009, p. 561). Victimization of women is shown through the division of labour. The emergence of feminism lead to domestic violence of women becoming recognized as an issue (Duffy Momirov, 1997, p. 3). Feminism gained successes in relation to various issues. One of their great victory’s which had violence against women recognized as an issue arose from the battered women’s movement in the 1960’s (Schneider, 1991). Following increased awareness of the problem, the Government of Canada has implemented various interventions to try and rid the country of the problem. Not only are women victims in th is practice but so is society as a whole. Stereotypes are still present causing witnesses not to intervene. Some victims choose not to seek help despite the impact is has on them negatively. Unfortunately, there are victims who try to get help but are unsuccessful. Furthermore, despite all the progress made which deems this behavior unacceptable, it will continue to exist until more progress can be reached. In an effort to rid the future of the problem, emphasis needs to focus on society’s attitudes and beliefs as well as being able to recognize possible signs of abuse. Nevertheless, this will hopefully rid society of the issue and if not then hopefully make it one that is near non-existent.

Shock Advertising: Effects On Students

Shock Advertising: Effects On Students Consumers can be exposed to over 3000 advertisements per day (Lasn,1999). So marketers constantly look for a way to be recognised ahead of their competitors and break through the clutter (dahl et al 2003) One of the ways in which marketers do this is through shock advertising. A technique that has caused some controversy in recent years. Dahl 2003 states Shock messages are used in a bid to draw attention to an advertisement with the expectation that further processing will take place. It has been heavily adapted by charities and the government who promote anti-drink driving, and anti-drug campaigns. It is used it order to shock and scare the public creating surprise. It is this surprise that enables the individual to want to process the given information more clearly, in order to make a decision, resulting in action. (Dahl 2003) The aim of shock advertising is to influence peoples attitudes and behaviour. However this might always be the case when exposed to shock advertising. Some people have lower expectations of social norms, and may process shock advertising in a more negative way than people with higher expectations of social norms. This is known as the process of norm violation Dahl, 2003, p268) The main goals of this dissertation are to evaluate these norms and how they are processed by students in relation to attitudes and behaviour through being exposed to shock advertising. Previous research has shown that advert using shock are more effective at creating attention than other tatics (fear, information). It is this that has driven me to conduct this dissertation to conclude if that given attention actually results in a change in attitude or behavioural. This is something that has always been critiqued. Literature review A crucial element of all research degrees is the review of relevant literature. So important is this chapter that its omission represents a void or absence of all major elements in research (Afolabi 1992, 59-66) The use of Shock advertising has been used in order to create a change in a consumers attitude or behaviour. The purpose of this literature review is to process and evaluate previous academic journals, literature and media to elaborate upon and facilitate that statement. The literature review consists of models evaluating how attitudes can be formed, using the Hierarchy of effects AIDA model to define the attitude forming process, then using this process to determine how these attitudes are then changed. Attitudes An attitude is a lasting, general evaluation of people (including one self) objects, advertisements or issues. We call anything toward which one has an attitude an attitude object (Solomon et al 2006, p234) Ones attitude can affect their perception of different brands, products or advertisements. Bohner 2002 p5 states Attitudes may emphasise affective, behavioural and cognitive responses. This is something that advertisers may take into account as they can manipulate peoples emotions and reactions through the use of fear in advertising. Solomon 2006 p288 Fear appeals emphasize the negative consequences that can occur unless the consumer changes a behaviour or an attitude this thought process can give advertisers a way in which to target different demographics with chosen shock tactics. Tactics which must be relevant to the product. This can be seen to be used in many different ways as advertisers will use this process to aim at getting a consumer to make a purchase or identify a brand which creates an emotion whereas the government will use techniques of warning the public about the harms of smoking etc. Bohner 2002 p123 describes their message, learning approach to persuasion. Bohner continues to describe this approach as an approach that does not represent a unitary theory; rather it can be understood as an eclectic set of working assumptions, influenced by learning theory and other contemporary theoretical perspectives. The components of this theory evaluated the learning and recall of message content mediating attitude change. This persuasion process is one heavily taken upon the use of shock in advertising. Attitudes are an important factor and advertisers must first be able to evaluate and identify an attitude components before attempting to influence one (Kotler 1996 p721) Attitudes and components models. Most researchers agree that an attitude has three components; affect, behaviour and cognition (Solomon 2008, p237). Also referred to as the ABC model of attitudes; Affect refers to the way a consumer feels about an attitude object. Behaviour which involves the persons intentions to o something with regard to an attitude object which may not result in actual behaviour and Cognition; Refers to the beliefs a consumers has about an attitude object. All three components of an attitude are important, but their relative importance will vary depending on a consumers level of motivation with regard to the attitude object (Solomon). Neal states these objects to which consumers react, are evaluated in context of a specific situation, a consumers reaction to an object may change as the situation changed. A key component in this process as we can see clearly is Attitude change. Without a consistency in attitude towards an object a marketer can find it difficult to clearly target a certain demographic so the using attitudes to predict behaviour must be exercised a clear message is being presented to the consumer. Marketers do this through the use of Multiattribute models which i will discuss further in this chapter. These three components must be taken into account in regards to advertising. Solomon 2006 p240 Our evaluation of a product can be determined solely by our appraisal of how its depicted in marketing communications. Fish bein model Gordon Allport Attitudes are learned predispositions to respond to an object The fishbein model can be considered as very important when considering attitude. Fish beins model measures three components of attitude (Solomon 2008,p250); Salient beliefs people have about an object Object-attribute linkages or the possibility that a particular object has an important attribute. Evaluation of each of the important attributes., The consumer will rate each attribute for all brands involved, evaluating the importance of the rating for that attribute (Schiffman 2008) Marketing can take advantages from this model as when firms launch or re-launch products ., adverts can be used as a platform to depict new attributes or re-invented attributes held by a product to appeal to consumers as their attitudes are evaluated on such attributes (Solomon, 2008) Hierarchy of effects. The hierarchy of effects models has become the foundation for objective setting and measurement of advertising effects in many companies. (Belch and Belch p148). Solomons critique of this model is seen as she states a persons attitude doesnt predict their behaviour (Solomon, 2008 p300). The model shows the process by which advertising works; It assumes a consumer passes through steps in a sequential order from initial awareness of a product to actual purchase. Components of the hierarchy of effects framework show how consumers respond to advertising in a set and preconcepted manner. Cognitively first (thinking) affectively secondly (feeling) and cognitively thirdly (doing) (Solomon 2008) as seen in the AIDA model (figurehttp://139.132.1.7/ausweb02/Figure_1.gif 1) The most well known model is AIDA (attention-interest-desire-action) MORE INFO QUOTES. In this model it is theorized that advertisers must attract attention (cognition) maintain interest and create desire (affect) which will all result in an action (conation) . (Fill 2005). Understanding the hierarchy of effects in relation to product and audience will give advertisers information on which level of shock to incorporate in their campaign. Through studying literature, The hierarchy of effects can e seen to be important to advertisers as it is consistently used by theorists as an effective and appropriate way of identifying concepts which need to be addressed. However an issue with this model can be seen in the difficulty of deciding where a stage ends and where another begins. Peterson et al (1986) 1.5 Fear appeals and their effectiveness. Fear appeals emphasize the negative consequences that can occur unless the consumer changes a behaviour or an attitude (Solomon p288) Does it work? Fear can cause tension within people which in return causes people to reduce this tension. Since the way people respond to fear is learned, marketers often rely on such appeals to stimulate interest in products or services. In its simplest form, the process consists of three steps. The first involves the creation of a fearful situation designed to activate a persons sense of risk and vulnerability. Marketers have been quite inventive in using the fear appeal. Examples include anti smoking EXAMPLES OF ADVERTS, MORE EXAMPLES ETC. in this regard Fear is a primitive instinct which can occasionally guide and activate human behavior. It creates anxiety and tension, causing people to seek ways to reduce these feelings. Since the way people respond to fear is learned, marketers often rely on such appeals to stimulate interest in products or services. In its simplest form, the process consists of three steps. The first involves the creation of a fearful situation designed to activate a persons sense of risk and vulnerability. Marketers have been quite inventive in using the fear appeal in this regard. Examples include attempts at inducing people to buy insurance policies of different types, travelers checks, and birth control products, as illustrated in Table 1. In politics, the fear motive has been widely used to persuade the undecided by depicting abuse by other parties or candidates and the danger associated with their views or policies. It has also been used to marshal public support for efforts to curtail communism. More recently in the United States, Canada, and Europe, the fear appeal has been stressed as a focal point in educating the public concerning preventive measures to combat the AIDS epidemic. Despite differences in the objectives behind each message, these appeals highlight a fearful situation that is likely to affect the recipients physical or social self. In the second phase of employing the fear appeal, the danger is depicted to be serious enough to warrant attention. Politicians, for example, warn repeatedly against the rise of neo-Nazi groups, comparing their ideology to that of the fascists who committed crimes against humanity during the Second World War. In a like fashion, marketers appeal to their potential targets by suggesting their vulnerability to the risk emphasized in the message. Such is often the case with life insurance ads that stress the traumatic consequences of the breadwinners death. Of course, ones response depends on his or her subjective assessments of the risk and its consequences. In the third phase, a solution is provided as a means of fear reduction. The appeal is often coupled with assurances of security from fear in order to entice potential customers to pursue the suggested action. For example, buying a life insurance policy may be depicted as providing a relief of worry about financially destitute survivors. Two questions deserve attention before the practical ramifications of using fear appeals are appraised. First, how do models of the fear appeal process work? Second, are fear appeals effective? In the following sections we shall address these Belief that fear appeals create anxiety and tension, thus stimulating certain defensive mechanisms. Interest is reaching customers and increasing their demand for the product may justify using fear appeals. 1.6 Cognitive dissonance. Cognitive dissonance is predicated upon that each individual strives towards consistency amongst his opinions, attitudes and values (Makin, 1974 p143) Additionally, we all strive towards a consistency amongst our psychological attributes and behaviour that stems from them (Solomon REF). This need for consistency can create conflict when choosing between two alternatives. However Solomon states this conflict may be resolved through a process of cognitive dissonance reduction, where people are motivated to reduce this inconsistency (or dissonance) and thus eliminate unpleasant tension. Festinger (1957) suggests that peoples motivation to reduce the unpleasant side effects of inconsistency often produces attitude change. Festinger l 1957 a theory of cog diss Stanford university press; Stanford. This dissonance in question can be created through shock advertising in surprise or fear appeals which in turn can create cognitive activity. Makin p504 states Cognitive activity relates to a knowledge and awareness dimension of consumer behaviour again resulting in dissonance if the opinions or vales clash. 1.7 Persuasion The ultimate goal of persuasive communication is to change a receivers behaviour (Bettinghaus and Cody p7 YEAR) Changing these behaviours is a very difficult task as some have become habits, such as smoking which the government has tried to change perception of through shock advertising which i will discuss in this section. Marketers employ many different techniques in the use of persuasion in adverts including different mechanisms of delivering content, messages, the source/media its delivered by and the way it is perceived by the recipient. One approach to utilise these elements has been developed by petty and caioppo (1983) in the ELM MODEL, The elm model explains how cognitive processing persuasion and attitude can occur when different levels of involvement are present. Elaboration Likelihood model; The elm addresses the attitudes of individuals. Attitudes are considered to be enduring evaluations of objects, issues or persons that often guide behaviour ( Petty et al 1991) Marketers have looked to theories for decades to predict how to effect attitude change. The most influential of these theories is the Elaboration Likelihood model, which is bases on assumptions that people will consider, or process persuasive communications. Marketing practitioners have treated the theory of positive attitudes leading to positive behaviour as a marker of how to advertise. A persuasive communication is one that aims to change individuals attitudes towards an object in the view to forming useful attitudes Attitudes are useful when they improve an individuals ability to function in his or her environment (Petty et al 91). The ELM considers two routes in which individuals process persuasive communication. The 1st in central processing route. This route requires a high level of motivation from the individual. For the central route to be processed in an individual, the actual ability to process core elements of the persuasive message is needed. An individual that uses this central route will consider the information in the message to a higher and clearer degree whilst attempting to form a useful attitude (Petty and Cappioppo 1986). The 2nd route is the peripheral route. Which was described by Petty as a route in which individuals using cues imbedded in the message as input for simple heuristic decision rules. Counter to the central route, individuals involved in the peripheral route will not consider the core message as deeply. They will also form an attitude bases on the contextual elements based within the message. Attitudes that are formed within this route tend to be less resistant and less predictive of behaviour than their centrally processed counterparts ( Hangtvedt and petty, 1992, petty et al 1991). As the central route is associated worth being more positive it can be seen to be in a marketers interests to use the ELM model in order to firstly identify the factors that in turn can determine the route of an individual when forming attitudes in relation to message. This is done so a marketer can then predict what message to incorporate into their campaign, creating interest and action. There are two factors that can influence an individuals processing route; Motivation; Individuals ability to process core messages of persuasive communication deeply. In this section i will focus on the motivational charges towards peoples communication routes http://kaiwright.typepad.com/.a/6a0115705777c6970b01156ff4724a970c-800wi Motivation has two main drivers; Personnel relevance PR of the attitude object to the individual; An individual will be more motivated to use central route if attitude object is important and thereby will have personnel relevance. (Cacioppo et al., 1984) For example here, a person may be highly encouraged to stop smoking when an anti-smoking campaign shows a family without a mother, father, sister, brother due to illness caused solely by smoking. This is because adverts which display facts and rational arguments can be more highly processed by a consumer rather than an advert exposing emotional appeals. Rational Vrs Emotional appeals (see section 4) Intrinsic; Individuals inherent tendency to process the core message and persons enjoyment of cognitive processing is known as individuals need for cognition (nc) Cacioppo et al 1984) These two factors can determine whether an individual will rely on central o periphal routes. Personal relevance determines whether the consumer perceives the object to be instrumental in realizing goals and fulfilling values (Petty et al., 1981) The elm addresses the attitudes of individuals. Attitudes are considered to be enduring evaluations of objects, issues or persons that often guide behaviour ( Petty et al 1991) Marketers have looked to theories for decades to predict how to effect attitude change. The most influential of these theories is the Elaboration Likelihood model, which is bases on assumptions that people will consider, or process persuasive coomunications. Source Credibility; Solomon refers to the perceived expertise, objectivity, or trustworthiness of a souce. Acoording to Solomon, source credibility Rational Verus emotional Shock Advertising Venkat and abi-hanna (1955;22) shock advertising is generally regarded as one that deliberately rather than inadvertently, startles and offends its audience. Consumers can be exposed to over 3000 advertisements per day (Lasn,1999). So how do marketers get their advertisements noticed within this advertising clutter? The answer for many is shock. Dahl points out that many opinions vary over whether shock advertising is useful, a legitimate creative technique (Shannon 1995) or a gratuitous attention-grabbing gimmick (Horovitz 1992). The main theory behind shock advertising is that these shock messages will be used in a bid to draw attention to an advertisement with the expectation that further processing will take place. (Solomon 2003:268) Venkat and abi-hanna (1955;22) shock advertising is generally regarded as one that deliberately rather than inadvertently, startles and offends its audience. It is these tactics which are used to gain attention from the public, encouraging cognitive processing, resulting in a change of behaviour. This is particularly used in public service announcements which sees the government offer a stern and rational approach to shock adveritisng aiming towards this mentioned change of behaviour e.g. drinking and driving EXAMPLES HERE. These campaigns have also been the subject of public scrutiny (Eisner, 2001) A recent adverts for.. Was critizied for its shocking nature. However a spokesman for defended the advert, arguing that without the shock tatics used within the advertisements people would lapse into acceptence of abuse. The level of shock derives from the range of acceptable behaviours defined by norms, which is then used to evaluate objects, persons, actions, and ideas (Sherif Sherif, 1969) Advertising can be evaluated by norms. It can then be considered shocking or offensive when its content breaches these norms: decency, good taste, aesthetic propriety, and/or personal moral standards (Day 1991). EXAMPLES; BENNETON? As Vagnoni, 1999 states Advertisers typically justify shock appeals in advertising for their ability to appeal in advertising for their ability to (break) through the clutter Solomon 2002 p269 After attention, according to information processing models, shocking stimuli should facilitate message comprehension and elaboration, enhancing message retention, and influence behaviour. This figure shows the reader how after exposure to an advertisement the individual will process the information involving a cognitive appraisal that determines whether the advert violates a social and/or personal norm. Surprise is caused when this information contradicts an individuals established expectations (Stienmeier, 1995). Dahl states that surprise encourages further cognitive activity as individuals seek to understand the source of their surprise. Pyszczynski and Greenberg 1981, p37 Individuals engage in higher levels of attributional thought for unexpected surprise compared to expected events. It is then assumed that shocking advertising is more effective when promoting appropriate behaviour than more functional advertisements which have less success at moving people through the stages of information processing. (Solomon 2003) In order to test for effects on advertising attention, recall and recognition, Dahl conducted two experiments on students. The first deployed three different advertising appeals. Fear/Shock/information On a HIV/AIDS campaign. This campaign was chosen as health organisations have a history of using shock value messages to combat ambivalence towards this particular disease (Schlossberg, 1991). The experiment was aimed at students as they were a realistic target market for HIV/AIDS prevention initiatives. One-hundred and five students participated. Subjects ages ranged from 18-27 and they were randomly assigned to one of the three experimental condition and run individually. The study focussed on recall, recognition, and the processing of three experimental advertisements. As expected from our previous research a higher percentage of participants using the shock advertisement chose the experimental advertisement. From data collected, the researcher was able to state that participants said the shock advertisement outdated social norms vacillating Dahls claims that shock advertising content is superior to non-shocking content in its ability to attract attention and facilitate memory for the advertisement. The 2nd experiment was aimed towards finding out how these shocking advertisements after attracting attention would impact on subsequent behaviour. The researcher directed subjects towards a table in the reception area on which were different items. These items were related to the 1st experiment and was various leaflets and objects relating to HIV/AIDS, MENTAL HEALTH, DRUGS. The participants were then told they could take some of the leaflets home and keep. The researcher then left the room in order to let the participants be alone. Then came back and counted what had been taken. Results showed Dahl Dichter (1996) talks about how shock advertising also benefits from word of mouth communication, as the adverts provoke advertisement related conversation. 4.0 Methodology; Introduction The analysis of shock advertising and its effects on attitudes, including the literature review, has given clear and precise factors which can affect individuals behaviour when exposed to shock advertising. The key factors including; shall now be the main elements in the empirical research. The methodology refers to the theory of how the research should be undertaken (Saunders et al 2007, p3) This methodology evaluates the various stages of how the researcher gathered their data .The research methods that were used in this dissertation have been primary (focus groups) secondary (Literature review) and analysis. 4.1 Aim To prove whether shock advertising can change the attitudes of consumers towards brands or actions. 4.1.2 Objectives To gain a clearer understanding of what shock advertising is. To investigate how people form attitudes. To explore how people use these attitudes in relation to brands and adverts. To evaluate if shock advertising can alter these attitudes and behaviours. 4.1.3 Research onion Saunders et al (2003) explained how to use the research onion to adapt to the different research methods that were available. Saunders explains that before coming to a central point of research we must first peel away important layers of the onion. Once you have peeled away these layers you will be able to determine which research methods are most suitable for your study. http://www.ivoryresearch.com/images/figure61.jpg 4.2 Research Philosophy; According to Saunders et al 2006 p84 the research philosophy depends on the way that you think about the development of knowledge. There are two philosophical views that can show the researcher how knowledge can be developed; Positivism and interpretivism as Jankowicz (20005, p106 an interrogation of this kind is very valuable, since it prompts you to think harder about where you are heading and how you intend to get there. It actually involves an examination of three fundamentals; your ontology, your epistemology, and your under lying vales. By evaluating and understanding your research philosophy you can then choose informed and relative methodologies to use in your research ensuring results that will be valid and authentic. Epistemology Or Onology; Epistemology approach has been conducted as it concerns what constitutes as acceptable knowledge in a field of study (Saunders, 2007 p108) The focus of epistemology is knowledge as Gray 2004:16 states It provides a philosophical background for deciding what kinds of knowledge are legitimate and adequate. This can be compared to Ontology which is involved in the nature of reality (Saunders et al 2007 p108). ANOTHER QOUTE ON ONOLOGY As the research needs to gather evidence to evaluate throughout the investigation an epistemological philosophy have been adapted. The researcher also must record and examine data relating to the participants attitudes which will be allowed to gather in a more efficient form whilst using an epistemological philosophy. This philosophy is opposed to an ontology approach which can be seen to come secondary as it is more of an understanding of why things happen. Ontology, epistemology and methodology According to Remenyl et al (1998) Ontology, epistemology and methodology Remenyi d Williams b 98, doing research in business and managemtn an introduction to process and method. London sage. Can be defined as below; Ontolgy; the reality. 1.Objectivism; bryman and bell 2.Constructionism; Epistemology; the relationship between the reality and the researcher Positivsm; Remenyi The paradigm sees the researcher as an objective analyst and interptreter of a tangible society. Povitism is the assumption that the researcher is indepdent of and neither affects nor is affected by the subject of research. This leads to the fact that independant causes lead to observed effects. Remenyi 1998;33) Positivism emphasises quantifiable observations that lend themselves to statistical analysis. The positivist researcher gains quantitative results in which they generalise and draw conclusions A key tenet of the positivist is the reductionist approach that is taken. In order to gain an understanding in to how the variables concerned are behaving, simplifacations of the real world which may exist to the variable are stripped down, often leading to biasing factors being left out. This means the research has to be replicated a number of times in order to be accurately generalisable. Phenomenology In contrast to the posivist approach is the phenomenology approach to research. According to cohen and manion (1987) phenomenology is a theoretical point of view that advocates the study of direct experience rather than by external, objective and physically described reality. The researcher is not independent of what is being researched but a fundamental part of it, remenyi 98) Primary research; By relating back to my objectives via the research matrix, i was able to conclude that the use of focus groups would be the best way in which to gather the needed information. This primary research will be used throughout the dissertation validating and presenting the vital information I need in order to reach a fully informed and detailed conclusion. Focus Groups; According to Saunders et al (2003 p270) a focus group is a Group interview, composed of a small number of participants, facilitated by a moderator, in which discussion is focused on aspects of a given theme or topic. The focus group was time consuming and was difficult to annotate properly, however, the findings and data conceived and recorded within the focus group were vital towards the process of finding a conclusion. Hussey and hussy (1997,p155) states Focus groups are primarily associated with phenomenological methodology and are used to gather data relating to the feelings and opinions of a group of people who are involved in a common situation This statement led me to use focus groups as the primary objective was to find out individuals feelings and opinions towards shock advertising. To fully research how shock advertising can alter an individuals attitude i used two separate focus groups. The first focus group consisted of 4 males aged between 18 and 24. The second focus group consisted of 4 females aged between 18 and 24. These participants can be found in appendix along with other information including age, and educational status. Questions for the focus group were formulated by using the literature review. This qualative research will allow for increasing precision in the collection of data.(Saunders et al 2003) Focus Group Structure The groups were conducted in a quiet environment, and each participant was briefed clearly on the reasons behind the focus group. The use of focus groups are more efficient than questionnaires as in a focus group the participants can interact with each others statements, coming to conclusions and highlighting specific important outco

Dmitri Shostakovich and the Soviet State Essay -- Soviet History

Dmitri Shostakovich was one of the most celebrated composers of the 20th century. He achieved fame, but with much hardship along the way. He was censored and threatened with not only his life but that of his wife and children by playing the role of a public figure in Soviet Russia. The question is was he a committed communist or a victim? The events in his life, good or bad, shaped the music that he created and led to one of the greatest symphonies of the 20th century, his Fifth Symphony. Born in Saint Petersburg, Russia on September 25, 1906, Shostakovich was the second of three children born to Dmitri Boleslavovich Shostakovich and Sofiya Vasilievna Kokoulina. His father was of Polish descent but both his parents were Siberian natives. Dmitri was a child prodigy as a pianist and composer. He began taking piano lessons from his mother at the age of nine. He displayed an incredible talent to remember what his mother had played at the previous lesson and would get caught pretending to read the music, playing the music from his last lesson instead of what was placed in front of him. In 1919, at the age of thirteen, he was allowed to enter the Petrograd Conservatory in Saint Petersburg and studied piano with Leonid Nikolayev. Because the conservatory was poorly funded, it did not have heat; the students had to wear coats, hats and gloves constantly only taking off their gloves when composing. Because of these poor living conditions Dmitri developed tuberculosis of the lymph glands in spring 1923 and had to have an operation. Nevertheless, he completed his final piano examinations at the conservatory in June with his neck still bandaged. Shostakovich, though very intelligent and talented, was seen as immature in his fin... ...alled. Works Cited †¢ Burkholder, J. Peter, Donald Jay Grout, and Claude V. Palisca. A history of western music. 8th ed. New York: W. W. Norton, 2010. Print. †¢ Fanning, David. Shostakovich studies. Cambridge: Cambridge University Press, 1995. Print. †¢ Hurwitz, David, and DmitriÄ ­ Dmitrievich Shostakovich. Shostakovich symphonies and concertos: an owner's manual. Pompton Plains, N.J.: Amadeus ;, 2006. Print. †¢ Norris, Christopher. Shostakovich, the man and his music. Boston: M. Boyars, 1982. Print. †¢ Volkov, Solomon, and Antonina W. Bouis. Shostakovich and Stalin: the extraordinary relationship between the great composer and the brutal dictator. New York: Knopf, 2004. Print. †¢ David Fanning and Laurel Fay. "Shostakovich, Dmitry." Grove Music Online. Oxford Music Online. 14 Apr. 2012 .

A Concert Performance to Remember Essay -- Journalistic Descriptive

Teacher Comment: As a part of the requirement for this course, each student must attend two live performances and submit a concert report on each. The reports should demonstrate â€Å"Active Listening† and not be merely reviews or critiques. I am interested in the student’s experience at this particular performance. There is no obligation to use fancy terminology. Just tell me what happened, how it affected you, how this experience will influence your plans for future concert attendance? I am particularly moved by a report that helps me to relive the concert or one that makes me sorry that I missed it. This essay does just that. The University Symphony Orchestra conducted by I. M. Conductor and featuring Young Virtuoso on piano performed in Freeborn Hall on December 3, 2004. Included in the program were works by the German twentieth-century composer Paul Hindemith and the German romantic composer Johannes Brahms. Although both pieces were quite long, the audience, comprised mainly of students (the concert was free), seemed dazzled by Holoman’s masterful command and Boriskin’s virtuosic display on the keyboard. The first piece performed, Hindemith’s Symphony: Mathis der Maler, called for the entire orchestra featuring an enormous string and brass section as well as a percussion section complete with glockenspiel and triangle. After a brief intermission, Michael Boriskin appeared on stage with the orchestra for a splendid performance of Brahms’s Concerto No. 2 in B-flat Major for Piano and Orchestra, opus 83. Since both pieces were quite long, this discussion will be devoted to the work by Brahms. The first movement, Allegro non troppo, opened with a lone French horn stating the theme, which was then emulated ... ...ement seems the perfect release from the various passions of the first three.† The piano and strings seemed to be blended more in the fourth movement. Often the two would play the thematic rhythmic pattern in unison, heavily accenting and separating the notes. A rapid run up the keys of the piano and a final swell in the strings brought Allegretto grazioso to an abrupt end. Prior to attending this concert, I had never seen a performance involving piano and orchestra, and quite frankly, I wasn’t sure if it would work. I thought that the piano might overpower the orchestra, or vice versa, or that the combination would be too busy. I found that with a proper balance in the arrangement between piano and orchestra, and a skillful conductor such as D. Kern Holoman collaborating with a virtuoso such as Michael Boriskin, the genre can be most satisfying.

Understanding ADD and ADHD Essay -- Attention Deficit Hyperactivity Di

Understanding ADD and ADHD First, it is important to understand ADD and ADHD and how they can be identified. Within the classroom, a teacher may encounter a student who constantly squirms in their seat, stares out the window, and has a desk that is a complete mess. These are not poor students who do not care about school and learning. Often these students may be undiagnosed cases of Attention Deficit Disorder or Attention Deficit Hyperactivity Disorder. These students can often be disruptive to themselves and the students around them, which causes serious educational problems. For this reason it is important for these students to be identified and to have their condition treated. Also, if untreated for a long period of time, the student?s self esteem and feeling of competence may be severely damaged (D?Alonzo, 1996). Untreated cases of attention disorders can be spotted through certain symptoms. These symptoms include short attention span, daydreaming, low frustration tolerance, poor planning ability, disorganization, constantly displaying inappropriate behavior, and a multitude of others (Copeland & Love, 1992). If a teacher encounters a student in their classroom and feel that he or she may have an attention disorder, there are certain steps one should follow to initiate effective and appropriate treatment of the student. First, one should take time to organize a list of behaviors and problems of the student that cause concern. Next one should gather information about the student?s behavior by observing them. These observations should be recorded and kept for future reference. Then gather information on the student including previous test scores, medical reports, past teacher?s remarks, and so on. After this... ...ers and how to manage them in the classroom. Dowdy, C., Patton, J., Smith, T., & Polloway, E. (1998). Attention-Deficit/Hyperactivity Disorder in the classroom. Austin, Texas: PRO-ED, Inc. This book covers a multitude of areas addressing ADD and ADHD, including but not limited to managing the classroom, accommodating instructional needs, and student-regulated strategies. Slavin, R. (2000). Educational Psychology: theory and practice. Needham Heights, MA: Allyn & Bacon. This book is an educational psychology textbook. I found a section on ADD and ADHD that provided information on the problems the child faces and it also addressed the role of the teacher with ADD or ADHD students. Online Medical Dictionary, (1998). Retrieved from the World Wide Web on September 20, 2014. This source is an online dictionary of medical terms and conditions.

Long-Term Effects of Global Tourism on Economy

Long-term effects of global tourism on economy Tourism is the travel tour activities which provides travelers leisure facilities and service industry. And it is also a kind of leisure entertainment that has complex social phenomenon, involves the politics, economy, culture, history, geography, law, and other social fields. Generally speaking, tourism has a profound impact for the country. Tourism gradually has become a prevalent activity all over the world. Compared to 2009, there were 1002 million international tourists in 2010, which increased 6. 6% over the last year. UNWTO, 2011) And then, according to the the United Nations World Tourism Organization’s (UNWTO) report, in the first two months of 2011, the number of International tourists arrivals rose by 5 per cent from 2010. (ibid) Furthermore, the benefits brought by the whole International tourist arrivals reached 442 million in 2010, which the annual average growth is 5. 6% from start of this century. (ibid) Overall, t ourism has shown the rapid growth and development in the past 10 years, which become one of the main sources of the world economy. There are several reasons led to the development of tourism.So this article will discuss the reason that cause the rise of worldwide tourism and the impact on the emerging economies. In fact, the tourism industry is developing rapidly in the 20th century. There are several reasons for this increase. First of all, is the improvement of the travel transportation technology. There are many ways to travel and these methods are widely used, it is possible to drive a car, take a ship or even ride on a bicycle. In addition, many cities have been connected up by the highway, which means that travel is more convenient, at the same time the ticket for air also decreases.Secondly, now people have more income for their own use, this is because part of the rising wages and part of the fall in goods’ prices. Meanwhile, there are a lot of families have a car and Dink family which has no children, it also saves a lot of money for them. Long-term effects of global tourism on economy These factors significantly increased possibility of them to be the tourists. Then, the increase of the holiday makes a great number of tourists choose mass tourism or join the tours, and the ecological tourism also became prevalent.Last but not least, the media, which have two types of media to attract visitors. On one hand, there are a lot of travel information is published in the newspapers, magazines and television programs. The ‘Island of Contrasts’ which is the largest island in the Canaries published a new web page on Facebook in January last year. After 4 weeks, the pages had more than 10,000 fans. Subsequently, the Tenerife Tourism Corporation has launched a Twitter and YouTube channel in order to attract more visitors’ attention. I Want Sun, 2011) With the development of the media and technology, the tourism company can takes full ad vantage of the convenience of the network to achieve the purpose to attract people’s attentions and allow the island became one of the hottest tourist destinations. In addition, the science and technology also can be used during a tour. According to Jaiswal’s white-paper, there are 5 technologies that are improving the quality of the tourism, which are â€Å"Mobile devices, Social Media, Location Based Services, Personalized Marketing (Behavioral Marketing) and Near Field Communications. (Jaiswal, 2012) These techniques provide a convenience to the passengers who are on their journey, some of them might achieve through the smart phones. Mobile communication technology has almost become an indispensable part of the tourism industry. The new mobile devices, smart phones like Blackberry, iphone, HTC or Samsung and tablet PCs like ipad are the most appropriate facilities to interact with tourists. (Jaiswal, 2012) For instance, people can use the mobile phones or computers to check-in or buy some duty-free goods when they at the airport.Then, tourists can plan their trip, entertain or explore on the plane with the Wi-Fi connection which a few airlines provide. Moreover, surfing the Internet or connect the Facebook share some news on the road, getting Wi-Fi and wired networks in the hotel. Nowadays, many tourists have spent their entire adult life in the digital Long-term effects of global tourism on economy products, they want their travel be information-based and personalized, in order to realize â€Å"any time, anywhere† travel.In recent years the tourism industry has become a prosperous industry all over the world, the economic benefit it brought greatly help those developing countries, and also made a great contribution to the emerging economies. According to the World Travel and Tourism Council’s (WTTC) latest Economic Impact Research shows that World Travel and Tourism continues to grow, despite the sustained economic challenges(W TTC(2), 2012). There are several main aspects. The first main benefit is the contribution to the Gross Domestic Product(GDP) by the Travel and Tourism.According to the â€Å"Economic Impact of Travel & Tourism 2012 Summary† by WTTC, the direct GDP in 2011 reached US $1,972. 8 billion by the tourism industry, which account 2. 8% of the whole GDP. In addition, WTTC estimated that GDP would rise and reach US $2082. 2billion in 2012(WTTC(1), 2012). This shows that the money came from the tourism activities like hotels, restaurants, transportation and so on. At the same time, this also showed the improvement of people's living standard and the money can be used to develop the infrastructures as well.Another benefit is increased employment, there is no doubt that the main point is to provide jobs to local people in the area of the tourist attractions. The report said that there were 98 million people were employed directly in 2011 because of the tourism industry all around the worl d(WTTC(2), 2012). This might be the biggest benefit for the tourism industry and the local citizens. Furthermore, being employed means there will have the opportunity to make money, not only for the industry but also for the people.In consequence, this will be a win-win situation, tourism helps local establish the foundation of the economy, and the local government helps the tourism industry to win interest and prestige. Long-term effects of global tourism on economy However, there are some negative points of tourism. One of them is the seasonal employment in some places, and this will lead to the many people facing the problem of unemployment outside of the peak tourist season. For example, this will occur in tourist attractions and resort towns, if an attraction opens to the visitors, like skiing in Swiss in the winter.The skiing coaches will teach people how to go skiing, but once the snow melted, they will lose their jobs and the staff as well. Furthermore, the impact of tourism on the environment is a significant issue as the climate change is most troublesome problem. Over the years, the environmental pollution caused by tourism was almost out of control, such as deforestation and CO2 emissions from increased air travel, has already caused the green house effect. It could lead to the loss of the destinations that depends on their natural environment.For example, the case of emissions of greenhouse gases in China. the case of emissions of greenhouse gases in china. â€Å"China is the world's largest aggregate emitter of greenhouse gases contributing to global warming, though the U. S. is the largest per capita emitter. â€Å"(World Savvy 2008) China should be responsible for a large proportion of the emission of dangerous gases, including sulfur dioxide (the main ingredient of smoke) and mercury (the main cause stunting and birth defects of children).All of these phenomena will continue, it is impossible to save the environment completely, human beings only have to try to protect it, reduce the damage to the ecosystem. Although there has the negative points, the WTTC still make the prediction for the worldwide tourism industry in the next 10 years. Experts estimate that the world GDP will continuing increase 4. 2% pre year. (WTTC(2), 2012) This means that there are going to have a plenty of work for tourism services in the next few years, including direct and indirect employment.Obviously, this will help to ease the unemployment rate all over the world to reduce poverty in the low economic area. Without a doubt, China is one of the fastest developing countries now, which occupied the third position in world international arrivals top ten in 2010. Long-term effects of global tourism on economy (UNWTO, 2011) For Europe, current forecast shows that economic growth will be back on track in 2014, the travel and tourism directly GDP of 2. 6% pre year until 2022 for the long-term growth. (WTTC(2), 2012)In conclusion, despite the negative factors, the long-term prospects of the tourism industry is still a positive side, it will continue to promoting the strong growth in emerging markets and prosperity. Now there is a way to deal with the harm caused by the tourism industry in the environment, that is eco-tourism which is defined as the â€Å"protection of tourism† and â€Å"sustainable development of tourism. †. At present, the demand for ecological tourism help to open the tourism markets and also can play a role in the protecting of the natural environment.Overall, the tourism industry is a double-edged sword, if not handled it properly not only will affect human, but the more will have a huge impact on the world. Long-term effects of global tourism on economy Bibliography 1? I Want Sun 3 March 2011 â€Å"Use of social media to attract visitors to Tenerife† http://www. iwantsun. co. uk/beach-holidays/2011/03/03/use-ofsocial-media-to-attract-visitors-to-tenerife 2? Jaiswal S. â€Å"Advances in Travel Technology† February 2012 3? UNWTO Tourism Highlights June 2011. Retrieved 9 January 2012. UNWTO World Tourism Highlights (UNWTO). http://mkt. nwto. org/ sites/all/files/docpdf/unwtohighlights11enlr. pdf 4? World Savvy 2008 â€Å"The Natural Environment† http://worldsavvy. org/ monitor/index. php? option=com_content=article=120=183 5? World Travel & Tourism Council (1) â€Å"Travel & Tourism Economic impact 2012† 2012 http://www. wttc. org/site_media/uploads/downloads/ world2012. pdf 6? World Travel & Tourism Council (2) â€Å"Economic Impact of Travel & Tourism 2012 Summary† 2012 http://www. wttc. org/site_media/uploads/ downloads/Economic_impact_reports_Summary_v3. pdf Long-term effects of global tourism on economy

Marketing Considerations and Plans Essay

McDonald is one of the most internationally recognizable companies within the hospitality industry. Although I have not worked with McDonald ever, I am quite familiar with it as one of closest friends has been working with the marketing team of this restaurant chain for last four years. He keeps telling me about his company, how it runs its business so that it can maintain its top position within the fast food sector world wide. Apart from listening to my friend about his company, I also do research on McDonald by reading stories relating to McDonald published in various magazines, newspapers and on various websites as I am a fond of McDonald food staffs and love this fast food restaurant chain. McDonald Corporation listed in New York stock exchange has emerged as one of the world’s largest chain of fast food restaurants. It is most popular for its hamburger. Its customer base is so huge that worldwide it sells its products to around 47 million people on daily basis. The menu of McDonalds includes various sorts of burgers like hamburgers, cheese burgers etc. , products made of chicken, different sorts of breakfast items, French fries, various kinds of shakes, desserts and soft drinks. Mcdonald’s, however, quite often gets criticized over the healthiness of its products. These products are considered to be one of the important factors which are taking active part in increasing obesity in the western countries. The company, however, has made some effective measures in response to the rising obesity trend in the western countries and the criticism over the healthiness of its signature products. It has made some modifications to its menu by introducing several healthy food items like different types of salads, wraps and fruits. In spite of getting criticized over the healthiness of its products and having increasing competition within the industry, McDonald has been able to maintain its strong position within the industry it operates in. Its popularity has not decreased. Thus it would be quite interesting to look at the sources of its competitive advantage which have helped it to win the competition. In order to examine the sources of competitive advantage of McDonald, the strengths of the company will be analyzed in detail as strength of any company can be defined as a distinctive competence of the firm that gives it a competitive advantage in the market place. A firm can gain its strength from its financial resources, the image of its brand, leadership quality within the market and buyer-supplier relationships. (Competitive advantage, 2010; Ghosh, et al. n. d) In case of McDonald’s, its biggest strength is its brand image. Since McDonald’s is one of the most known chains of fast food in the world, its brand recognition seems to be its biggest strength. Its marketing campaign always focuses on brand recognition through continuous promotion of the brand name. Through its extensive marketing campaign world wide the company has been able to create an image in the people’s minds and introduce them to the fast food culture. Its customer base ranges from kinds to old generation. It has nearly 30,000 branches in as many as 120 nations across the world. However, 80 percent of its revenues are generated from the market of eight countries including US, UK, Japan, Australia, Canada, France, Brazil and Germany. The company has been able to expand its stores on the basis of three core strengths- cleanliness, delivery speed and customer care. McDonald has created a corporate symbol and through its highly successful marketing campaigns all round the world it has been able to develop a brand image and establish its logo in the minds of the people across the world. People are attracted to this logo and brand image and this attraction brings them to the stores. Although a number of competitors have emerged in the fast food industry, its rigorous marketing campaigns which are based on the company’s internal resources, external conditions and its relations with its shareholders have been able to strongly maintain its brand value in the market. (Ghosh, et al. n. d; Vijayarani, n. d. ) The brand name will not work in longer run unless brand value is mixed up with high quality product value. In order to obtain and maintain a strong position in the market, every company needs to use an appropriate marketing mix and product occupies one of the most significant positions within the marketing mix. Product value has been one of the greatest strengths of McDonald’s. When a customer enters into a McDonald’s store he/she know what to expect. The company places huge importance on its human resource and takes appropriate steps to satisfy it customers as well as its employees. As far as the product related issue is concerned, the company is also found to be quite innovative in introducing new products according to changing trends and tastes of the people. Not only that, it also offers different menu to the people living in different countries according to their tastes and the country’s culture. Fro example, in India it offers a menu which is completely different from its international offerings. In the stores situated in India, it has eliminated ham, mutton and beef burgers from the menu. India is found to be the only country where McDonald offers vegetarian menu. Which is more interesting is sauces, cheese etc, are also completely vegetarian in India. In India according to changing taste and preference of the customers, it has introduced Chicken Maharaja Mac. Thus the biggest strength of McDonald lies in the fact that it brings an internationally reputed brand with high class food quality and brilliant customer specific product features. This strength provides the company with huge competitive advantage. Vijayarani, n. d. ; Ghosh, et al. n. d) Till now only the sources of competitive advantages of McDonald have been discussed. But in order to survive amidst strong competition a company has to possess sustainable competitive advantages. Hence, it is now the time to look into sustainable competitive advantages of McDonald’s. For a company, its sustainable competitive advantage can be defined as the advantage which seems to be difficult or unfeasible for other co mpanies to own or infiltrate. The brand value, cost structure, vibrant customer care or its patent can be considered as sustainable competitive advantages for a company. An advantage should be considered as sustainable advantage only if the advantage has a distinct character or it is proprietary in nature. The sources of sustainable competitive advantages for McDonald’s can be as follows: ( Reidenbach and Goeke, 2006; Vijayarani, n. d) – In order to build sustainable competitive advantage there should be a good integration and coordination between the company’s managerial and organizational process. If such integration takes place then there would be created the essential value as everyone will be chasing a common goal. In order to develop sustainable competitive advantage an organization is required to learn and introduce changes according to the need of the time and it should always be flexible towards changes that takes place in the external environment of the company, such as changes in customer’s taste and preferences, changes in government or legal restrictions, and development in the areas of technology. For McDonald’s, one of the principal reason behind surviving within current market competition is that the company is placing its focus on sustainable competitive advantages by making efforts to integrate organizational behavior with managerial expertise. McDonald’s, however, did not recognize the need of building sustainable competitive advantage previously. Earlier McDonald’s used to ignore this advantage as it was more interested in expanding its outlets across the globe than focusing on its core advantages. As a result of it, the company did not experience any massive change in its revenues with opening up of new outlets. In fact, it suffered huge loss unless it recognized the importance of building sustainable competitive advantage. The company was right in detecting the need of the hour and bringing about changes in its management process in order to possess completive edge over its competitors. ( Lamb et al. 2008; Levy and Weitz, 2001) – A company can obtain an excellent position in the market through its financial, structural, and technological assets. All these assets significantly help in building sustainable competitive advantage for an organization. McDonald’s has been able to obtain a strong position in the market by its abundant financial resources along with plentiful structural and technological assets. Since 2003, the company has started to concentrate on identifying and implementing these assets in right direction that would bring improvement to the company. Thus these assets build one of the greatest advantages for the company. (Lamb et al. 2008; Levy and Weitz, 2001) Apart from all these, the vision and mission with which the company started its journey can be considered as one of the biggest competitive advantage fro McDonald’s. McDonald’s ability to sustain its dream over the years has provided it with a huge competitive advantage over its competitors. When a brand revolves around its vision in order to sustain and work in lieu with it, this results in developing significant sustainable competitive advantage for the brand. The McDonald’s started its business in order to help those people who did not have much time to cook or were too busy to go to an appropriate restaurant. The vision of McDonald’s was to offer quick service, and high quality food staffs at cheap rate. Over the years the company has been able to sustain this vision. Lamb et al. 2008; Levy and Weitz, 2001) Thus to sum it up it can be said that McDonald’s has been able to implement its best value based strategy by utilizing all its advantages which are unique to it and can not be copied by any of its competitors and thus it has build its competitive advantages which the company has been able to sustain over the years.