Occupational Health And Safety Policies - 1680 Words

Occupational Health and Safety policy and guidelines provide key information and support of the rights and responsibilities of employers and staff. They are a key component of achieving a safe and healthy work environment at factory and setting direction to support a culture of health and safety. The ultimate goal is to foster a culture where there is ownership of health and safety at all levels within factory premise. With an established set of rules and regulations that are important in health and safety the ultimate goal is to establish a culture where there is true ownership of health and safety at all levels at factory. Accord has developed this Occupational Health and Safety toolkit to support you to: †¢ Understand what a robust†¦show more content†¦It involves mitigation, preparedness, response and recovery in order to lessen the impact of disasters. Emergency management requires a partnership among all levels of employees inside factory. Successful preparedness requires detailed planning and cooperation among each section. Objective The objective of emergency preparedness is to develop a plan and corresponding response procedures which will ensure emergency preparedness and provide means for mitigating the consequences of emergencies, including very low probability events, in order to protect the health and safety of the general public and personnel. The plan, as presented herein and the emergency response procedures provide directions for

Erectile Dysfunction And The Elderly Population - 1757 Words

Erectile Dysfunction, according to the American Sexual Health Association, is the inability to maintain an erection that is suitable for intercourse. It is a condition that can affect men of any age. Even though erectile dysfunction can affect men of all ages, it is most prevalent in the elderly population. Erectile dysfunction can be due to many issues such as psychological problems, heart disease, high blood pressure, Diabetes, Parkinson’s disease, trauma from surgery related to prostate cancer and even hormonal problems. Erectile dysfunction does not only involve men, it also involves their partner as well, and can cause the male to withdrawal from any sexual activity due to embarrassment . In regards to erectile dysfunction this paper†¦show more content†¦Such disorders are more common in the elderly, which may partially explain the elevated prevalence of ED in men over 60 years of age .The increasing prevalence of erectile dysfunction can be linked to the incre ase in medical conditions that are highly associated with the elderly population such as Parkinson’s disease, Multiple Sclerosis, prostate cancer, hypertension, diabetes, depression, and even a sedimentary life style. Etiology and Pathophysiology Erectile dysfunction can be a result of various underlying issues. There are four systems that are essential for a normal penile erection; they include psychological, Vascular, neurological and hormonal/endocrine system. Any abnormalities or combinations of abnormalities within those systems can result in erectile dysfunction. Diseases that compromise vascular flow to the corpora cavernosum such as peripheral vascular disease, arteriosclerosis, and or essential hypertension are associated with an increased incidence of erectile dysfunction. Diseases that impair nerve conduction to the brain or conditions that impair peripheral nerve conduction to the penile vasculature such as diabetes mellitus can result in erectile dysfunction. Also diseases that are associated with a decrease secretion of gonadotropin hormone can lead to a decrease in testosterone, which can cause a decrease in libido and erectile dysfunction can occur secondary to the hypogonadism. Smoking also plays a role in the

How does Hare convey the changes in Gerard McKinnon ‘s state of mind during the course of the play Free Essays

Gerard McKinnon is the protagonist of Hare’s play. He is at the principal point of the action. He is the character, which draws together various strands of the action in the plot, for example, the barrister, the police, the prison officers and the prisoners. We will write a custom essay sample on How does Hare convey the changes in Gerard McKinnon ‘s state of mind during the course of the play? or any similar topic only for you Order Now Ultimately, he is the victim of the policing system, which â€Å"fitted him up†, the unwilling legal representatives who let him down, the bench, which sentenced him, and the prison service, which fails to protect him. Hare’s exposition starts dramatically with stage directions. â€Å" Then suddenly from nowhere they’re all there- the judge, the jury, the battery of lawyers. Hare’s powerfully dramatic opening is used to emphasise the visual impact of the â€Å"power† of the court. Gerard is juxtaposed with the legal system. Hare portrays him as being vulnerable as he is set apart from the other suspect’s Travis and Fielding through the use of lighting. â€Å" But the emphasis is on McKinnon. † The whole company is lit to show the power of the law, and then changing it to concentrate on Gerard in the midst of it all, is delicately done by Hare to represent him as the victim. Hare uses the dramatic device of a stream of conciseness in order for the audience to gauge his innermost thoughts. The repetition of the phrase â€Å" Its coming, It’s coming†, shows Gerard’s anticipation for outcome. The long sentences with many caesuras and hyphens breaking them up suggest that his fear is overwhelming him; it also indicates his panic stricken mind. Thus, encouraging the audience to view the bar in a less favourable light. The word â€Å"slowly† indicates that Gerard is experiencing disbelief that the verdict is imminent. He contrasts this feeling with the slowness of the court case building up to his moment. When Gerard’s soliloquy resumes and he is found to be guilty. He tries to not take responsibility for his actions. Hare illustrates Gerard’s detachment from his crime, with the line, â€Å"part of me thought, this is really stupid, I mean I’m not really doing this†. He remarks of the clear distinctiveness of the lawyers and the judiciary, who after the sentencing will go â€Å"home to their wives, to wine in fine glasses and the gossip of the bar†¦Ã¢â‚¬  while he, who is â€Å"the stuff of their profession† will be locked away in gaol. There is a finality and submissiveness in Gerard ending his stream of conciseness using the word â€Å"gaol†, indicating that Gerard feels hopeless and trapped. Here, Hare through the use of juxtaposition, illustrates Gerard’s discontent towards the judiciary. Moreover, Hare draws a divided society comparison of â€Å"us versus them†. The lawyers and the judiciary represent the wealth and elite, whilst Gerard represents the lowest of the social heap. Hare, uses the character Irina to give the audiences glimpses of Gerard in jail, the audience witness Gerard’s decline and despair. When Irina first visits him, Gerard, is wary of receiving a lawyers help, given that he has been let down by the legal profession before, as Sir Peter his solicitor never came back to visit him. He bluntly states that he wishes he gave him a pen for his help with, â€Å" Don’t jerk me off I’ve already come,† written on it. The crude lexical choice of the word Gerard uses, shows his complete lack of faith of lawyers and the judiciary system. However, as the conversation progresses, Gerard begins to trust Irina. He starts to view her as a friend, as there is an unconscious solidarity between them, as the are both potential victims of marginalisation. She’s a black female lawyer working in a man’s world and he faces discrimination on the basis that he is Irish. They both identify with each other’s victim status. Gerard opens up to Irina, and expresses intense fear â€Å"cos im scared. Scared, so I have to use the lavatory. † Hare uses the repetition of the word â€Å"scared† to further point out Gerard’s vulnerability in the fact that he has no one to depend on. Their conversation becomes more private with a sudden intimacy between them, which Gerard enjoys. In the last part of the scene, Gerard believes he has a friend who he can dependent upon to help him in appealing his verdict. He becomes more optimistic when Irina says that she’ll come back to see him. Yes. Yes, I’d like that. † The repetition of the word â€Å"yes† indicates that Gerard suddenly realises how much he would like to see Irina again. In Act two scene one, Hare again uses the literary device of Stream of conciseness to revel Gerard’s innermost thoughts. The audience realise that Gerard is losing hope very rapid ly and the thought of winning the appeal looks very bleak. This is illustrated when Gerard says, â€Å"Calm down, Gerard. Don’t get excited. † This shows that Gerard does not want to give into false hope. His glimmer of hope that he had with Irina seems to have faded. When Irina Visits Gerard for the last time, the audience see the decline of Gerard’s character. This scene is after the violent assault that Gerard has just experienced. Irina states that his sentence has been reduced, however, Gerard seems indifferent to the news she brings him, this reduction is not enough to save him from the brutality and crime that happens in jail. Their conversation lacks the intimacy of their earlier encounter; Gerard uses abrupt short dismissive sentences, â€Å"Thank you then. Thank very much. † To indicate that there is no need to carry on with the conversation, as all hope is gone. Towards the later part of the scene, Gerard expresses interest in read Irish books now. â€Å"When I was brought up, it was always a background. But I laughed it off†¦I’m not laughing now. † Hare leaves us with an impression that Gerard’s newly aroused interest in Irish history indicates a spark of defiance, an increased awareness that in this world it is a case of â€Å"them and us. † There is finality to the words â€Å"Goodbye, Irina. † Which Gerard uses to end the scene ,he acknowledges that Irina will probably not see him again as the court case is adjourned and that he must face his life in isolation as a victim of marginalisation. How to cite How does Hare convey the changes in Gerard McKinnon ‘s state of mind during the course of the play?, Papers

Credit Card Essay free essay sample

I agree most Americans should not use credit cards. The reason being is most don’t take the time to read the fine print and they begin to use the cards foolishly and put themselves in a lot of debt , on the other hand you have more responsible people who purchase wisely and understand the consequences of their actions. Countries are facing bank crisis and people are spending more than they need to spend. According to the Nilson Project, February 2010, the average credit cards debt per house hold is 15,788 and the number of credit cards held in a house hold is 3. 5. Credit cards can get you out of debt but also put you back in debt. The bad thing about having a credit card is people don’t realize how much money their actually spending as stated early on some Americans understand a credit card is a useful tool and don’t abuse it some don’t even have a balance but they still carry one its only a select few that live beyond their means and run up their debt. We will write a custom essay sample on Credit Card Essay or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page 76. 8 million credit card holders in 2008 some 28 percent of polls respondents reported that they do not have a credit card which was more than a 10 percent jump from people who reported having no credit card in 2009 (source: scientificpollforcreditcards. com) conducted February 5, 2010 only 17 percent of people carry a prepaid credit card. Your credit is really important so if you cant control spending its wise for you to have a credit card in my opinion use a prepaid card that way you spend what you have and no more.

The Inspector directs on stage and manipulates audiences response Essay Example

The Inspector directs on stage and manipulates audiences response Essay I think that this play is very good at getting Priestley points across. After I had read the play it immediately made me think about the way I treat people. This is because in my view the way the message is delivered through the use of the character Inspector Goole, also the harsh reality of the story about the young girl, Eva Smith, and about her committing suicide. This is quite a selfish way to interpret the play and changing your ways, also the play is about not being selfish, looking after each other and working as one body, this is quite ironic. The way the inspector challenges Mr Birling, although Mr Birling is a powerful man. The inspector isnt afraid of who the inspector knows how do you get on with the chief constable? Perhaps I ought to warn you hes an old friend of mine. This doesnt scare the inspector which appeals to the reader. Also as soon as the inspector walks in the lighting changes from cosy to a harder light. This shows the presence of the inspector it shows that as soon as he walks in the atmosphere changes. Priestley wrote this play in 1947 but set it in the year 1912 just before the First World War and in the year of the titanic sinking. We will write a custom essay sample on The Inspector directs on stage and manipulates audiences response specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on The Inspector directs on stage and manipulates audiences response specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on The Inspector directs on stage and manipulates audiences response specifically for you FOR ONLY $16.38 $13.9/page Hire Writer This technique called distancing. It enables the audience to think about times by reflecting on the past. He uses to help get his point across and also it helps give the impression of Mr Birling being pompous and stupid. This is as he refers to the titanic and calls it unsinkable, absolutely unsinkable he also comments on the thought of war, youll hear some people saying war is inevitable. And to that I say fiddlesticks. This makes Mr Birling look stupid as the audience of the time know that there has been a war, two wars. They are also aware that the titanic did sink. This helps to get Priestleys point across as; if Mr Birling looks stupid then it shows capitalism is stupid. The way in which it is set back in time adds to the importance of changing ways, as the end the inspector talks about if men dont learn there lesson soon then they will be taught it in blood and fire and anguish. This refers to the war and it gets the audience to think have they learned there lesson, as they will have probably lived through two wars and wont want to see anymore. The play was written just after the second war, in 1947, but everyone would still be feeling the effects of it. This helps Priestley to get the audience to reflect on their lives and to see what mistakes they have made and make them want to change as they wont want to go through anymore big ordeals like a war. Priestley had many time theories and influences while writing this play which helped him set it in a good way to get his message across with effectiveness. He was fascinated by the theories of time and he got his influences off P. D Ouspensky and J. W Donne. P. D Ousepensky believed that after death we entered the same life and are trapped in that cycle until we can learn from our past mistakes and break out of it. J. W Donne believed some people have the ability to see into the future and see the consequences of their actions. This second theory is visible in the play as after the Birlings are visited by an inspector, Inspector Goole, and questioned by him. After they have found he was fake, the police station ring up and say that an inspector will be on his way round to question them about a girl who has recently committed suicide. This gives them a chance to do the right thing and tell the inspector everything. Even though they have the chance to tell the inspector everything and do the right thing, the audience get the impression that only Sheila and maybe Eric will actually go through and admit what they have done. Even though none of the things happened are crimes against the law but just moral crimes, the Birlings are too ashamed to admit what they have done. Priestley has used Sheila as the character to help reinforce his point and she is what Priestley wants the audience to do. This is as she changes her views because of the events that happen in the play. This is what Priestley wants the audience to do think about what theyve done and change their views because of the play as they wouldnt want to think that they have made someone feel that bad. This play is still relevant to audiences in modern times as not everyone now treats people fairly. The difference is that in the modern era employees have unions, to protect them against unfair decisions from employers and give them more rights for all aspects of working, and national insurance cards and numbers. In 1912 when this play was set these things were just starting to begin. Before the inspector arrives to the Birlings house the mood is very natural and its very realistic. This is as the play is set in real time which means whatever happens on the stage would have took the same amount of time in real life, so it isnt set over weeks or months. As the play is set in real time it makes it seem much more realistic to the audience which would therefore shock them more. This is what Priestley wanted as it would make the audience go away from the play and think about how they treat people. That was also what Priestley wanted the audience to do. In the stage directions it comments that the Birling family and Gerald have had a good dinner, are celebrating a special occasion, and are pleased with themselves. It also comments that the lighting should be pink and intimate until the inspector arrives, and then it should be brighter and harder. This shows that the atmosphere is going to change when the inspector arrives, from the nice relaxed one to a very uneasy tense atmosphere. The opening stage direction also gives a lot of information about the characters and household. This gives us some clues about what the family are like and it would have given the audience some visual clues, which would have given them a little impression of the characters. From the first act we learn a lot more about the characters and the pleasant relaxed mood is continued through. In the first act Birling gives lots of advice to Eric, Sheila and Gerald. He thinks he knows more than he actually does like calling the titanic unsinkable and commenting that war is never going to happen. Also he gives his advice as the capitalist and industrialist representative. He tells his children that they should look after there selves and family none of that community and nonsense this shows he is a strong believer of the capitalist views. When the inspector arrives it is just after Mr Birling has made a big speech on looking after himself- and his family too, of course and also on capitalist vs. labour, which it is like when the inspector comes as Mr Birling shows the view of a capitalist and industrialist, whereas the inspector shows the view of a socialist. Birlings speech before the inspector arrives shows that the two are going to have completely different views. As the inspector is a socialist and believes in collective responsibility and looking after everyone, whereas Mr Birling believes that we should just look after ourselves and family. The inspector is shown in the play to be the antithesis of Mr Birling and this causes Mr Birling to not like the inspector. The inspector believes Mr Birling is wrong for discharging Eva Smith and comments about her asking for higher wages saying they might but after all its better to ask for the earth then take it. This shows that there wasnt anything wrong in just asking for higher wages. Although Mr Birling is a strong believer of the capitalist views when the Eric brings up the speech Birling has just gave on looking after yourself and family, Birling is keen to dismiss it and not talk in front of the inspector about it. This shows that although he has strong beliefs he knows the inspector has the opposite views and it shows that Birling is afraid to confront him about it. At the start of this play we are led to believe that it is going to be a murder mystery play but instead we find out it is a morality play. The reader wouldnt find out it is just going to be a morality play until it as finished. This would have made the ending a bit of anticlimax for the audience as they would have been expecting a big mystery to unravel whereas it ends more abruptly but it does have the added mystery of what is going to happen when the real inspector visits them. The inspector is at The Birlings household to investigate the suicide of a girl called Eva Smith. He goes into depth about the incidents running up to the death of this girl. This seems odd to the audience as they would have wondered why the inspector is asking questions about her being discharged from work as it bears no reference to her death and its not illegal so the inspector didnt need to investigate that. Also the other events running up to her death like her getting fired from her department store job, in Milwards, her relationship with Gerald and also her conversation with the group that helps women headed by Mrs Birling werent necessary in investigations. The only person out f the Birling family that the inspector needed to talk to was Eric, this is as his involvement with this girl, Eva Smith, was the only one out of the familys involvements with her that was illegal. But the way Priestley does these investigations into the other events such as Sheila getting her fired makes it seem like the events were illegal. Also the way Sheila feels extremely bad for what she has done helps add to Priestley getting the point across that all of these events were wrong. This helps him in his dramatic purpose as it helps make the audience feel that these events were bad. The audience would have been of similar class to Mr Birling so if Priestley could make them see that these events were wrong them it would change society dramatically. When the inspector is questioning his manner is very direct and forthright. He isnt scared of Mr Birling and still uses this style when questioning Mr Birling. Mr Birling tries to intimidate the inspector but the inspector isnt fazed by it and he carries on his style of questioning. This would have seemed very strange to the audience as the manner of the inspector is very rude and not like the manner of normal inspectors. Even when Mr Birling comments that he is very good friends with the chief constable and that he plays golf with him regularly the inspector isnt intimidated by this and answers dryly to him and very sarcastically as if he is mocking Mr Birling. The inspector contradicts, undermines and over-rules Mr Birling. He is always in control of the situation and it never seems that Mr Birling is in charge of the two. When Mr Birling is trying to ask why should you come here inspector- the inspector cuts right in which shows that he is in charge and it shows that he is the superior of Mr Birling so Mr Birling should speak when the inspector tells him too. The inspector is like this all the way though the play with Mr Birling and although Mr Birling tries many times to tell him that he doesnt like his manner and he should show respect, Birling I dont like that tone, the inspector pays no attention and carries on with his ways. The way he criticises the lack of care from Mr Birling and his manner is not what you would expect from a normal inspector. When the inspector is questioning Sheila he uses grisly details of Eva Smiths death which works as a shock tactic, not only to Sheila but to the audience as well. He uses some very emotive language which helps the audience and Sheila feel extremely sorry for Eva Smith. Throughout questioning Sheila he uses phrases and words like burnt her insides out and died, after several hours of agony this is the type of emotive and grisly language he uses too shock Sheila. She is different to her dad, Mr Birling, as she is very willing to accept responsibility for Eva Smiths death. This is how the inspector introduces collective responsibility to the family, through Sheila as she is willing to accept responsibility. As soon as she realises her connection with Eva Smith she feels extremely guilty and is willing to talk about why she got her sacked, but she doesnt try and justify it. When the inspector has finished investigating Sheila and moves on too investigating others then she acts as an assistant to the inspector. She tells her family that there isnt any point trying to pretend you didnt know her as the inspector will just cut you too pieces and prove you did. She asks questions of her own which helps the inspector in questioning, although she doesnt realise it does. Go on mother you might as well admit it Yes she is why? . She does this to help make her family see the same pint of view as her. Sheila is the first to realise that the inspector is not normal and is probably a fake. She says that its queer very queer when talking about the inspector to the family after he has gone. Although after they find out the inspector isnt real and all the family are happy, she still feels extremely bad and tells her family that we should change our ways although the inspector wasnt real he still spoke some truth and we should realise that we are treating people wrong. She isnt afraid of admit she is wrong and this is who Priestley uses to get his point across and help audiences to think about their personal experiences and change. The inspector isnt just bothered about facts that prove legal guilt but more of moral responsibility. This fits in with Priestleys underlying message as he wants people to change their views and think more about if they are being morally correct. The inspector, in his final speech, talks about there may be only one Eva Smith but there are millions more like her he is talking about social classes there and telling the Birlings and the audience that we need to help them. He doesnt just question the family but he also questions the class system and the attitudes they represent. He uses the family to show what is going wrong and right with the country. He uses Sheila to show that the young are changing there views which is good as they will pass it down so will mean that the problem might have disappeared in future years. But he also talks about poverty and that rich business men, like Mr Birling, arent doing anything to help the poor. In the inspectors final speech he predicts the first and second world wars which acts like a symbolism. He comments that if men dont learn there lesson soon they will learn it in blood and fire and anguish. This shows he predicts there will be a war if men carry on their ways. When the inspector leaves we still dont find out who he is. This leaves it as a bit of a mystery but he still makes a dramatic impact on the characters and audience. The way he isnt a real inspector adds to the dramatic impact. From the stage directions after the inspector leaves it shows how much of an impact he has had on the family and on the audience. Immediately after he leaves the family are stood there in thought. This is shown in the stage directions as it comments on all characters such as Sheila were it says Sheila is still quietly crying. This time were all the characters are in thought acts like a time for the audience to reflect on pass experiences and think about how they are going to treat people in future. The younger generation react to the inspector better then the older generation as they are much more willing to change their views and accept that the inspector is right, whereas the older generation feel that they dont have to change their ways as the inspector wasnt real so none of it counts. There is a final twist at the end of the play when they find out that a real inspector is coming around to ask them a few questions concerning the suicide of a girl. This would appeal to the audience as they would have wanted to see some justice. This is the effect of the inspector as even though the crimes werent legal crimes and just moral crimes the audience see them as crimes that should be punished. At the end of the play I immediately thought about how I treat people. It showed that Priestleys achieved his dramatic purpose. Although the inspector is not a realistic person it doesnt take anything away from the point of the play. After the play I didnt feel that because the inspector wasnt realistic that there wasnt anything to think about I still considered it very real and that it is important to think about personal past experiences and think about your views. I think the way the underlying message is put across is very clear and I think it would have challenged peoples thoughts. Priestleys techniques of getting his message a very successful and which makes the message clear and precise. I think this play is very good at getting its message across. Although it isnt as action packed as a modern audience would expect I still think it would be a good play to see and it would definitely help you to change your views.

War of 1812 - Early Campaigns

War of 1812 - Early Campaigns Causes of the War of 1812 | War of 1812: 101 | 1813: Success on Lake Erie, Indecisiveness Elsewhere To Canada With the declaration of war in June 1812, planning began in Washington to strike north against British-held Canada. The prevailing thought in much of the United States was that the capture of Canada would be a simple and swift operation. This was supported by the fact the US possessed a population of around 7.5 million while Canadas numbered only 500,000. Of this smaller number, a large percentage was Americans who had moved north as well as the French population of Quebec. It was believed by the Madison Administration that many from these two groups would flock to the American flag once troops crossed the border. Indeed, former President Thomas Jefferson believed that securing Canada was a simple matter of marching. Despite these optimistic prognostications, the US military lacked the command structure to effectively execute an invasion. The small War Department, led by Secretary of War William Eustis, consisted of only eleven junior clerks. In addition, there was no clear scheme for how regular officers were to interact with their militia counterparts and whose rank took precedence. In determining a strategy for moving forward, most were in agreement that severing the St. Lawrence River would lead to the capitulation of Upper Canada (Ontario). The ideal method for achieving this was through the capture of Quebec. This idea was ultimately discarded as the city was heavily fortified and many remembered the failed campaign to take the city in 1775. In addition, any movement against Quebec would need to be launched from New England where support for the war was particularly weak. Instead, President James Madison elected to approve a plan put forward by Major General Henry Dearborn. This called for a three-prong attack north with one moving up the Lake Champlain corridor to take Montreal while another advanced into Upper Canada by crossing the Niagara River between Lakes Ontario and Erie. A third thrust was to come in the west where American troops would advance east into Upper Canada from Detroit. This plan had the added advantage of having two offensives depart from strong War Hawk territory which was expected to be a strong source of troops. The hope was to have all three attacks commence at the same time with the goal of stretching the small number of British troops stationed in Canada. This coordination failed to occur (Map). Disaster at Detroit The troops for the westernmost offensive were in motion prior to the declaration of war. Departing from Urbana, OH, Brigadier General William Hull moved north towards Detroit with around 2,000 men. Reaching the Maumee River, he encountered the schooner Cuyahoga. Embarking his sick and wounded, Hull dispatched the schooner across Lake Erie to Detroit. Against the wishes of his staff who feared the ships capture as it passed British Fort Malden, Hull had also placed the complete records of his army on board. By the time his force reached Detroit on July 5, he had learned that war had been declared. He also was informed that Cuyahoga had been captured. Hulls captured papers were forwarded to Major General Isaac Brock who was in command of British forces in Upper Canada. Undeterred, Hull crossed the Detroit River and issued a pompous declaration informing the people of Canada that they were free from British oppression. Pressing down the east bank, he reached Fort Malden, but despite having a large numerical advantage, did not assault it. Problems soon arose for Hull when the anticipated support from the Canadian people failed to materialize and 200 of his Ohio militia refused to cross the river into Canada stating they would only fight on American territory. Growing concerned about his extended supply lines back to Ohio, he dispatched a force under Major Thomas Van Horn to meet a wagon train near the River Raisin. Moving south, they were attacked and driven back to Detroit by Native American warriors directed by the feared Shawnee leader Tecumseh. Compounding these difficulties, Hull soon learned that Fort Mackinac had surrendered on July 17. The loss of the fort gave the British control of the upper Great Lakes. As a result, he ordered the immediate evacuation of Fort Dearborn on Lake Michigan. Departing on August 15, the retreating garrison was quickly attacked by Native Americans led by the Pota watomi chief Black Bird and took heavy losses. Believing his situation to be grave, Hull withdrew back across the Detroit River on August 8 amid rumors that Brock was advancing with a large force. The maneuver led to many of the militia leaders to ask for Hulls removal. Advancing to the Detroit River with 1,300 men (including 600 Native Americans), Brock utilized several ruses to convince Hull that his force was much larger. Holding his larger command at Fort Detroit, Hull remained inactive as Brock began a bombardment from the east bank of the river. On August 15, Brock called for Hull to surrender and implied that if the Americans declined and a battle resulted, he would not be able to control Tecumsehs men. Hull refused this demand but was shaken by the threat. The following day, after a shell hit the officers mess, Hull, without consulting his officers, surrendered Fort Detroit and 2,493 men without a fight. In one quick campaign, the British had effectively destroyed the American defenses in the Northwest. The only victory o ccurred when young Captain Zachary Taylor succeeded in holding Fort Harrison on the night of September 4/5. Causes of the War of 1812 | War of 1812: 101 | 1813: Success on Lake Erie, Indecisiveness Elsewhere Causes of the War of 1812 | War of 1812: 101 | 1813: Success on Lake Erie, Indecisiveness Elsewhere Twisting the Lions Tail When the war began in June 1812, the fledgling US Navy possessed fewer then twenty-five ships, the largest being frigates. Opposing this small force was the Royal Navy which consisted of over a thousand ships manned by over 151,000 men. Lacking the ships of the line required for fleet actions, the US Navy embarked on a campaign of guerre de course while engaging British warships when practical. To support the US Navy, hundreds of letters of marque were issued to American privateers with the goal of crippling British commerce. With news of the defeats on the frontier, the Madison Administration looked to the sea for positive results. The first of these occurred on August 19, when Captain Isaac Hull, nephew of the disgraced general, took USS Constitution (44 guns) into battle against HMS Guerriere (38). After a sharp fight, Hull proved victorious and Captain James Dacres was forced to surrender his ship. As the battle raged, several of Guerrieres cannonballs bounced off of Constitutions thick live oak planking giving the ship the nickname Old Ironsides. Returning to Boston, Hull was feted as a hero. This success was soon followed on October 25 when Captain Stephen Decatur and USS United States (44) captured HMS Macedonian (38). Returning to New York with his prize, Macedonian was bought into the US Navy and Decatur joined Hull as a national hero. Though the US Navy endured the loss of the sloop-of-war USS Wasp (18) in October when it was taken by HMS Poictiers (74) after successful a action against HMS Frolic (18), the year ended on a high note. With Hull on leave, USS Constitution sailed south under the command of Captain William Bainbridge. On December 29, he encountered HMS Java (38) off the Brazilian coast. Though he was carrying the new governor of India, Captain Henry Lambert moved to engage Constitution. As the fighting raged, Bainbridge dismasted his opponent and compelled Lambert to surrender. Though of little strategic importance, the three frigate victories boosted the confidence of the young US Navy and lifted the publics flagging spirits. Stunned by the defeats, the Royal Navy understood the American frigates to be bigger and stronger than their own. As a result, orders were issued that British frigates should seek to avoid single ship actions with their American counterparts. Efforts were also made to keep the e nemy ships in port by tightening the British blockade of the American coast. All Wrong Along the Niagara Onshore, the events in the field continued to go against the Americans. Assigned to command the attack on Montreal, Dearborn dallied most of the fall raising troops and failed to cross the border by years end. Along the Niagara, efforts moved forward, but slowly. Returning to Niagara from his success at Detroit, Brock found that his superior, Lieutenant General Sir George Prevost had ordered British forces to adopt a defensive posture in the hopes that the conflict could be settled diplomatically. As a result, an armistice was in place along the Niagara which allowed American Major General Stephen van Rensselaer to receive reinforcements. A major general in the New York militia, van Rensselaer was a popular Federalist politician who had been appointed to command the American army for politic purposes. As such, several regular officers, such as Brigadier General Alexander Smyth, commanding at Buffalo, had issues with taking orders from him. With the end of the armistice on September 8, Van Rensselaer began making plans to cross the Niagara River from his base at Lewiston, NY to capture the village of Queenston and the nearby heights. To support this effort, Smyth was ordered to cross and attack Fort George. After receiving only silence from Smyth, van Rensselaer sent additional orders demanding that he bring his men to Lewiston for a combined assault on October 11. Though van Rensselaer was ready to strike, severe weather led to the effort being postponed and Smyth returned to Buffalo with his men after being delayed en route. Having spotted this failed attempt and received reports that the Americans might attack, Brock issued orders for the local militias to begin forming. Outnumbered, the British commanders forces were also scattered along length of the Niagara frontier. With the weather clearing, van Rensselaer elected to make a second attempt on October 13. Efforts to add Smyths 1,700 men failed when he informed van Rensselaer that he could not arrive until the 14th. Crossing the river on October 13, the lead elements of van Rensselaers army achieved some success during the early parts of the Battle of Queenston Heights. Reaching the battlefield, Brock led a counterattack against the American lines and was killed. With additional British forces moving to the scene, van Rensselaer attempted to send reinforcements, but many of his militia refused to cross the river. As a result, American forces on Queenston Heights, led by Lieutenant Colonel Winfield Scott and militia Brigadier General William Wadsworth were overwhelmed and captured. Having lost over a 1,000 men in the defeat, van Rensselaer resigned and was replaced by Smyth. With the conclusion of 1812, American efforts to invade Canada had failed on all fronts. The people of Canada, who leaders in Washington had believed would rise up against the British, had instead proved themselves to be stalwart defenders of their land and the Crown. Rather than a simple march to Canada and victory, the first six months of war saw the Northwest frontier in danger of collapse and stalemate elsewhere. It was to be a long winter on the southern side of the border. Causes of the War of 1812 | War of 1812: 101 | 1813: Success on Lake Erie, Indecisiveness Elsewhere

Research Paper Example | Topics and Well Written Essays - 1000 words - 1

Research Paper Example The advancement in technology can promote or facilitate this functioning by introducing new ideas. Innovation is the key. This means that different synergies can come into play and promote the creation and adoption of new applications (Birman 201). This paper will examine the networking and distributed systems applications and identify how they assist IT in performing basic functions. Detail study of networking and distributed systems A set of machines that are networked together ensure that these applications run smoothly. This network works to attain a common objective or goal. Through the use of networks and distributed systems, the exchange of data is made possible and much easier. All the components present perform their functions as required. They all work to provide services to users and at whatever time they need these services. Networking enables other technologies to take centre stage in the running of operations (Birman 207). Online entertainment is one example of what net working is capable of offering users. Distributed systems allow for the study of computer components. The coordination patterns in the collection are identified and studied through the distributed systems. There is a need to have detailed infrastructure in the creation of these components. All the applications protect the user’s delicate information (Birman 209). This feature was not available in the past as user information was easy to find if the right knowledge was put to task. Nowadays, it takes more than hitting the right keys to access a user’s information. Advantages of networking and distributed systems One of the advantages that these applications offer IT is an avenue to use more speed and accuracy in daily activities. In the past, this was not as easy as it is in present time. They were more expensive and tough to maintain than they are presently. These applications are more common nowadays as individuals are willing to use them to approach different areas i n their fields of work. Tasks can now be completed simultaneously through these applications. Calculations may also be carried out without many problems occurring in the system. They offer users quality in the work they are chosen to carry out and they are reliable (Birman 212). A likely advantage that needs to be taken into account for these applications is their predictability. The memory and real-time focus of these applications offer users enough time to concentrate on the tasks present and finish them without fear of losing data in case of power or system failure. The infrastructure that is used in putting these applications together is capable of fostering cooperation between all the components present. This collection of components prepares the user for anything that might prove tough to an ordinary system. This advantage makes the applications efficient, reliable and fast in this ever-expanding technological world (Birman 257). Problems the applications face One of the main problems these applications face is the inadequate techniques and methods that are used to manufacture and control these systems. Single processes are what are used in many cases. This makes the system lack the quality that is required of such performance components. Stringent performance requirements are meant to lead to the creation of distributed systems that are of high quality. However, this is not usually the case when it comes to the said

Marketing in fashion business Essay Example | Topics and Well Written Essays - 2250 words

Marketing in fashion business - Essay Example This research will begin with the definition of marketing as the process of determining the products or services which are been wanted by customers and also laying down strategies of making the sale and improving the communications with the customers. Marketing is such an important aspect of any business if maximum profits are to be made and many customers reached. There are many methods of marketing which will at most times be determined by the type of products or services to be marketed. In fashion businesses marketing is very important. It will determine the rate of which your commodities will be sold. There are many approaches you can use in reaching the customers but before it all, you must ensure that there well laid down strategies. Without marketing strategies, your business will not achieve anything since it is repeatedly said that ‘failing to plan is planning to fail.’ In the marketing of fashion designs, you must make sure that the market is broad and that the products or services satisfy the customers. Satisfaction in itself is a tool for marketing since when you meet the demands of the customers to the letter they will influence others extrinsically to like your fashion. Fashion is a big industry and it can be very risky to venture into if you are not ready to market your products or services. You have to make sure that you reach customers from all corners of the world or the intended area. The sale does not matter much in this kind of marketing but what will matter more is the satisfaction of customers.... In planning you ought to be realistic by comparing the plan with previous plans (White and Grifftiths, 2000 p.36). Strategies in fashion marketing One of the marketing strategies you have to employ in fashion marketing is use of the internet. This is very quick since a photograph posted on the internet will be seen by people from all parts of the world. This is very important since this fashion industry requires fast marketing before the fashion becomes outdated. You have to reach the customers that quick when their desires of the fashion are high. In the websites the customers will analyze the product or service. Therefore t should be done with a lot expertise so as to lure the customers very quickly (Vogt and Wojak, 2007 p.124). You should make use of the media in fashion marketing. This is a quick method to reach many people in a short time. In televisions you should market your produces or services. In radios it can also be done. In areas where magazines are quickly sold like in the developed countries you can use them to advertise your commodity. For marketing of fashion cloths like dresses this is one best tool you can use. You can portray varieties of features of models wearing the dresses. This has been used by the Tony Company in US and their fashion dresses are in sale unlike the situation with other fashion industries who are seated back to wait for customers. Another method of marketing in fashion industry is online advertising. In this you can post a lot of articles and photographs on your commodities (Tungate, 2008 p.98). You can also use other blogs like the email blogs to market. For those who are fans of browsing then you will reach them very fast.

What was the artistic ideology of the Bauhaus Assignment

What was the artistic ideology of the Bauhaus - Assignment Example According to the Bauhaus, art was supposed to bring creativity and modernity in modern architecture (Forgacs 197). This came in time when art and creativity in Germany has been overly suppressed by the previous leadership regime claiming that art in modern architecture was a form of communism. Bauhau’s idea was that art should be helpful to the society in all aspects including architecture. The ideology was that architecture could be approached from an artistic direction such that the resultant architectural designs would represent modernity and most importantly, be a tool of making more meaningful and useful buildings. However, the politics of constructivism, modernism were, evidently, behind Bauhaus conceptions of art and architecture. Bauhaus strongly argued that Bauhaus was apolitical in nature. However, the ideology came at a time when German was undergoing constructivism and modernism. These two functions were politically driven since the ideologies of German leadership at the time determined the future of Germany through supporting or suppressing such ideologies. Therefore, the desire of Bauhaus to shape the future of German architecture through art was based on politics of constructivism and modernism. Sadly, Bauhaus had to close down its Berlin institute in April 1933 following pressure from Nazi regime. Actually, the pressure for demobilization of Bauhaus began before even the Nazi regime came to power. They accused Bauhaus of â€Å"Un-German† approach to architecture and made claims of negative influence from the western nations. How did the World War One and its aftermath (inflation, rise of political extremism, etc) influence the artistic production of artists such as Otto Dix, Max Beckmann, George Grosz and Laszio Moholy-Nagy? Interestingly, most of the German artists who were active after World War One were influenced by the war to express their ideas through art. For instance, Otto Dix was actively involved in World War One and was greatly affected by the war. Otto Dix, Max Beckmann, George Grosz and Laszio Moholy-Nagy had one thing in common in that they all had ideologies that contradicted the ideologies of the Nazi regime. Therefore, their art of expressionism faced political extremism to the extent that some of them had to either quit their art or change it to a more favorable art depending on the political climate. For instance, Dix was branded a degenerate artist as was barred from producing art of expressionism against the ruling regime. These artists had to reduce their level of criticism of the Nazi ideologies. Dix's work including â€Å"The Trench  and  War cripples† were destroyed by the Nazi regime. Likewise, over 500 artwork pieces belonging to Max Beckmann were impounded during Hitler’s regime through claims of degenerate art. Laszio Moholy-Nagy felt the pinch of political extremism when Bauhaus was overly criticized and suppressed. Whereas inflation affected virtually everybod y in Germany, artistic productions were also affected. The most affected artists were George Grosz, Laszio Moholy-Nagy and other artists who were part of Bauhaus. Whereas modern and artistic architecture required heavy capital investment, funds became unavailable during the aftermath of World War One. Cost of production of artwork became high and therefore, the artists found it difficult to keep producing large volume of artwork during the inflation period. What is â€Å"Dada† and how did it both influence and reflect the Berlin of the 1920’s? Dada refers to an artistic and literary transformation that began during World War One. At the time, Switzerland being a neutral country acted as a safe haven for artists, intellectuals, and writers.

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