Branding Essay Example | Topics and Well Written Essays - 2000 words

Branding - Essay Example In this context, brand name will become the trademark of the company as it exclusively identifies the brand owner as the commercial origin of products or services associated to the brand. Once a brand become very familiar in a marketplace, it gets brand recognition. When a brand becomes so popular that it enjoys a great deal of positive sentiment in the marketplace, it is said to have achieved brand franchise. This means that the brand is recognized, without the name of the company associated to it. The total value of the brand to the brand owner is termed as brand equity. It reflects the power of the brand's recognition. This concept is brought out in the book 'Brand harmony' by Steve Yastrow in which he states" The strength of a brand impression in the mind of a customer is not a function of how many times the customer has seen an ad for a product, or how powerful the message in that ad is, but by how well all experiences the customer has with the product blend to tell one cumulative, sensible story." Looking back in time to what the term brand just means, in those days, brand was a term used to denote a mark burned on the skin with a hot iron. In today's world what this term has been transformed into is a tool, which is used to create a lasting impression in the minds of consumers and to create an enduring emotional association in the consumer with a particular company or product. The phrase "brand image" gained popularity when sales patterns began to show that feelings and visuals associated with brands were powerful motivators to for consumers to purchase a particular product. So what is to be understood from the use of brands as an effective marketing tool is that people don't just buy products, they associate a product with certain values which they believe and so they buy products whose brands represent things they value and like. These values could be something like money, intelligence and so on. A brand is also seen to gain importance when it is associated with an actual person who has the same type of attributes with which a company is trying to brand a product. Let's take Chunky Soup and Philadelphia Eagles quarterback Donovan McNabb as an example. Both of them represent the qualities hearty, strong and reliable and brining them together in this way is a very useful way of sending this message to the public. When such ideas are used to build a brand's image, the brand equity turns into a source of competitive advantage and future earnings according to David Aaker1., who is a national authority on branding A look at the concept of brand extension and multi-brands There is a profusion of products in the market today, and many of them are no different from the rest of the group to which they belong. If you go into a local sandwich shop because you want to have some bottled iced tea, you will be seeing a lot of different brands such as SoBe (hip, lizard cult), Tazo (Zen and the art of tea), or Snapple (down-home, New Jersey attitude). All these brands are selling the same thing, which is sweetened flavored tea. The only way that any one of these products can appeal to you over the other is through their brand appeal, and with this we come back to the point that a brand is a very effective marketing tool. According to David A. Weinstein2, in a consumer economy which is highly competitive

Governance for security Essay Example | Topics and Well Written Essays - 3500 words

Governance for security - Essay Example Yet, the State inherently cannot exist outside of a belief system in the mind – it is a psychological or ideological concept. Thus, Weber provides the justification for behavior going beyond common morality and the State itself is the reason that justifies the transgression. Historically, Weber’s theory is positioned at a time when the modern State was first mobilizing its police force on military organization patterns in the defense of domestic security. Private armies related to landlords and capitalist groups were also common internationally previous to this. Understanding the difference between these three types of armies is important, for the distinctions still drive the system of conflict, civil war, and failed States worldwide today. The State security forces can be categorized as domestic and related to police forces or international and related to military forces. In addition to this, there can be seen private armies and â€Å"warlords† that operate on a local basis within the State on behalf of either minority ownership interests in capitalism or on an ideological basis. Also existing outside of the State monopoly are local insurrectionist groups and Marxist forces that seek to seize power or resources through violent means. The majority of conflicts in the 20th Century can be related to these three types of organized political violence. The State seeks to provide security to all equally, the private armies of capitalism seek to preserve minority concentrations of wealth, and popular liberation armies organize against capitalist interests. The Marxist-Capitalist duality in violence is shaken in some ways by violent ideologies like Islamic groups who organize around different fundamental philosophies. Similarly, there is a division of violence that is represented by crime that is different than these forms of political violence. Private security forces may inherently target crime as a motive for operation rather than to combat the threat of political violence. Part of the Marxist critique is based upon the collusion of State power with capitalist interests that produce a non-egalitarian social policy or inherently impoverish vast segments of the population so that wealth can be concentrated in luxury, status, power, etc. With the disappearance of an â€Å"armed† Marxism with the collapse of the Soviet Union and the transformation of China into a capitalist economy, the status quo is increasingly shattered by terrorism as it represents the â€Å"third force† of Islamic fundamentalism. This terrorism acts on a different ideology than Marxist insurrectionist violence, though both challenge the hegemony of capitalism as it aligns with the State in military power and international law. Private security by nature is an attempt to protect and perpetuate vast differences in wealth, status, and power, for by definition the masses cannot afford it. The modern democratic State is seen as being tasked with the protection of domestic freedom, yet in doing so often contradicts its vey purpose in violating individual civil rights and liberties. In this manner, post-Marxism the target of the State security apparatus is crime and terrorism primarily rather than the spread of State socialism or

Aboriginal Quality of Life in Canada Essay Example for Free

Aboriginal Quality of Life in Canada Essay The state of health and health care for Canadian Aboriginal people is currently not improving, â€Å"Canadian Aboriginals tend to bear a disproportionate burden of illness; an outcome linked to their economic and social conditions [and] oppression† (Newbold 1998). European contact would forever change the course of life for the Aboriginals and their communities in Canada. It was only after the encounter between the old world and new world that two completely separate ecosystems had interaction between each other. Both worlds changed in radical ways through people, plants, animals, varmints and pathogens, this is known today as the â€Å"Columbian Exchange†. The New pathogens introduced to the Indigenous people who had no immunity, caused major depopulation up to 80 90% during the 1500’s. See more: Recruitment and selection process essay This completely changed the Indigenous people and posed as a massive threat to extinction of their population and culture. Contact between the Canadian Aboriginals and European voyagers brought in a mass amount of deadly and infectious diseases. Some of the diseases included smallpox, typhoid, the bubonic plague, influenza, mumps, measles, whooping cough, and later on cholera, malaria, and scarlet fever. Smallpox was a virgin soil epidemic, meaning that it was the first outbreak ever to the population that has had no previous experience with it. The Aborigines of the new world had no immunity to smallpox and the entire population was in danger of extinction. At around that time smallpox had a very high mortality rate which broke down the Aboriginal communities social mechanisms. This brought forth the break down of social the devices which were built within the Aboriginal culture, because the people were unable to hunt and gather food for the elders. This caused great knowledge loss as the elders in the Aboriginal community would perish from the disease. The greatest example of this is when Spanish explorer Cortez defeated the Moctezuma at Tenochtitlan. Cortez, had only 500 soldiers going up against the Aztec population of 200,000. When the battle began Cortez surely should have been defeated but it was not the strength of his army but the diseases they had brought with them that defeated the Moctezuma. Smallpox and the other various diseases brought over from the old world to the new world contributed to millions of deaths, severely diminishing communities, and it some cases erasing populations and communities completely. The disease was not controlled until the 1870’s when vaccination campaigns were introduced and implemented. After the epidemic of contagious diseases had slowed the Canadian Aboriginals were in the midst of assimilation, residential schools were established in the mid 1850’s to the 1990’s. Residential school were implemented by the Canadian government to assimilate Aboriginal people into the dominant society. The Aboriginal children removed from their communities and placed in the Residential schools. â€Å"Children as young as three to age eighteen were removed from their homes, mostly forcibly, and placed in boarding schools, where they stayed isolated from their family, community, culture, and the rest of Canadian society† (Barton, Sylvia S., Thommasen, Harvey V.,Tallio, Bill ,Zhang, William, Michalos, Alex C. 2001 pg. 295). Residential schools assimilated Aboriginal populations, however in doing so drastically reduced the health of the children being forced to attend these schools. Children were beaten, raped and starved while attending these schools leaving them p hysically and mentally scarred for life. â€Å"Children who attended these schools, in particular, suffered from the loss of culture, identity, and language as residential school life altered the traditional ways of Aboriginal peoples and broke up traditional ways of Aboriginal family life. In addition to physical, sexual, mental, emotional, and spiritual abuse, many children who attended residential schools were exposed to unhealthy environmental conditions, as well as malnutrition. Low self-esteem and self-concept problems emerged as children were taught that their own culture was inferior and uncivilized, and it is believed that as a result, many residential school survivors suffer from low self-respect, and long-term emo- tional and psychological effects† (Barton, Sylvia S., Thommasen, Harvey V.,Tallio, Bill ,Zhang, William, Michalos, Alex C. 2001 pg. 296). The main aspect of the Residential schools was to make the children abandon their heritage and traditions taught to them by their Aboriginal communities. This is the most significant reason why today’s Aboriginal youth is confused about their culture and heritage. If the children were not separated from these traditions the Aboriginal youth may not have been so vulnerable to substance abuse and other from of health constraints. Canada in its present day does not have diseases like smallpox to destroy. Aboriginal populations, also Residential school have been eliminated and no longer assimilate the Aboriginal youth. Still, the deteriorating health conditions for the Aboriginal community are dangerously high. This is mainly because of poor quality of living conditions, very limited access to doctors or healthcare centers, and the major diseases that affect the modern world today. The Aboriginals that live in highly populated urban areas still have poor quality living standards. Nearly two thirds of the Aboriginal population lives in the western part of Canada, the majority being in 4 or 5 cities. The issues that are considered social detriments to Aboriginals in these regions are education, health care, employment, Aboriginal status, social exclusion, unemployment rates and job security. Society’s negative attitude towards Aboriginal people has been a significant link between their living conditions and the overall quality of life. As stated by Hanselmann â€Å"In spite of the size of the urban Aboriginal population†¦[the] discussion about treaties, self-government, finance, housing, and other issues focus exclusively on First Nation communities and rural areas†. This is a problem because the majority of the Aboriginal population is left out of the equation, â€Å"it ignores the urban realities†¦ [and] an acute public policy [should] therefore exist for broadening of perspectives to include not just on-reserve Aboriginal communities but also urban communities† (Hanselmann 2001 pg. 1). The Canadian Aboriginal populations living in urban areas have been exposed to worse living conditions, also â€Å"aboriginal families are over twice as likely to be lone parent families, and more likely to experience domestic violence† (Hanselmann 2001 pg. 4). Lone parents tend to have lower living conditions, therefore lowering the quality of health for Aboriginals. Emotional stress and poverty are common factors among single parent families; these cause children to have lower social capital because they are unable to be active to develop social skills. Consequently, children with a single parent will likely be subject to psychiatric disorders, social problems, and academic difficulties, which all can lead to further health problems and issues. Another major aspect regarding health and the quality of life of Canadian Aboriginal communities is education. In a study done by Michael Mendelson he states â€Å"The category â€Å"less than high school†Ã¢â‚¬ ¦the Aboriginal population fared much worse than the total population, with at least 54 percent failing to complete high school compared to 35 percent in the population as a whole† (Mendelson 2006 pg. 10). Urban populations of Aboriginals have more individual without the education of grade 12 then the rest of the country. Education is important to the quality of life for Aboriginal communities because â€Å"Aboriginal males and females contingent on whether or not they earn a high school diploma, attend technical school or go to university†¦results show that an Aboriginal male who drops out gives up over $0.5 million†¦[and a] female can earn over $1 million by obtaining a high school diploma† (Mendelson 2006 pg. 8-9). This can better the quality of living for Aboriginals through better health care and living conditions . Living conditions as stated before can severely decrease the health and quality of life of Aboriginal communities, but it is not the only factor. Aboriginal people have a high susceptibility to chronic diseases and HIV/AIDS causing a higher mortality rate, higher suicide rate, and the reason for high alcohol and drug abuse. The Aboriginal people of Canada â€Å"bear a disproportionately larger burden of disease and die a decade earlier than the average population†. This is a shocking reality but not more then knowing the mortality rate for children of Aboriginal decent, â€Å"the infant mortality rate for Aboriginals is double the national average†¦they experience high rates of infections, diabetes, substance abuse, renal disease, mental illness, and suicide† (Sin, D., Wells, H., Svenson, L., Man, P. 2002) . The two leading diseases that are currently affecting the Aboriginal population are cardiovascular disease/tuberculosis and diabetes. Cardiovascular diseases like tuberculosis among Aboriginal people are â€Å"more at risk than other Canadians of getting [a tuberculosis] infection. Some of the root causes are related to poor socio-economic conditions where they live† (Health Canada 2010). This is because Aboriginal people have significantly higher rates of smoking, glucose intolerance and obesity. Type 2 diabetes is a major problem among the Aboriginal youth and is increasing at a rapid rate. Health Canada says, â€Å"First Nations on reserve(s) have a rate of diabetes three to five times higher than that of other Canadians. Rates of diabetes among the Inuit are expected to rise significantly in the future given that risk factors such as obesity, physical inactivity, and unhealthy eating patterns are high† (Health Canada 2011). A reason for the high levels of diabetes in Aboriginal communities is because there is low participation in physical activities and traditional food is not consumed as much. Cardiovascular/Tuberculosis disease and diabetes considerably decrease the health and quality of life of the Aboriginal population. The Human Immunodeficiency Virus (HIV) and Acquired Immunodeficiency Syndrome (AIDS) are a very dangerous and major health concern for the Aboriginal population. HIV if left untreated will cause AIDS. HIV attacks the immune system, as the illness progresses it results in chronic and deadly infections. Health Canada states â€Å"HIV severely weakens the immune system, leaving people vulnerable to many different types of infections and diseases. HIV is transmitted through: unprotected sexual intercourse, needle-sharing and pregnancy/delivery through birth† (Health Canada 2010). Due to the lower level living conditions, low grade incomes, and under developed education are more probable to be exposed to HIV/AIDS. Aboriginal women in Canada are at higher risk of contracting HIV/AIDS â€Å"Aboriginal women constituted 49.6 percent of newly diagnosed HIV cases among Aboriginal people while Non-Aboriginal women comprise 20 percent of newly diagnosed† (Ship, Norton 2001 pg. 25). Injection of drugs is the major contributor to contracting HIV/AIDS for Aboriginal women, which stages the affects of drug use and disease and how it negatively affects the Aboriginal populations health. Substance abuse, such as drugs and alcohol, has been documented as having harmful affects to the human body. Aboriginal communities have been exposed to the addiction of these substances and have cause significant deterioration of the individual’s health and social attributes, ruining relationships within their families and community. As more and more Canadian Aboriginals become addicted to the substances the more the degradation of the community and weakening of the quality of life within the community. Aboriginals are more exposed to substance abuse then others. This puts them at risk of being introduced at a young age and taught it is a social norm. â€Å"My father was a chronic alcoholic. His parents had seven children and five died of alcoholism, including my father. My mom drank also and I started drinking at age eight. I was in and out of group homes and foster care and by the age of fifteen I was ordered to attend AA. I started on IV drugs at sixteen† (Chansonneuve, Deborah 2007). With the combination of alcohol, drugs, and smoking the Aboriginal population is seemly wasting away. The leading issue occurring today is the age at which Aboriginal youth are beginning to abuse substances. The use of these substances only enhances chance that youth will not complete their high school diploma, will be at greater risk for criminal offences, and will only get lower grade incomes. Aboriginals being highly vulnerable to disease as mention before (Tuberculosis/CVD, diabetes, and HIV/AIDS) add with the substance abuse, the Aboriginal population have greater health care needs then that of the Non-Aboriginal population. Bruce Newbold explains the greater need to access physicians for healthcare and needs for greater funding. â€Å"Analysis reveals that geographic location, as compared with Aboriginal identity, appears to have a large impact with respect to health status and use of physician services. On-reserve Aboriginals, for example, reported a lower likelihood of having seen a physician and were more likely to rank their health as fair or poor. Location also influenced perceived community health problems and solutions. Self-identified problems included drugs, cancer and arthritis, while corresponding solutions included education, counseling and service access. Although the problems and solutions were relatively consistent across space, they too varied in their importance. In general, the results tend to reinforce the determinants of health framework, suggesting that the provision of health services is insufficient to remove health disparities on its own. Instead, broader social-welfare provisions must be considered.† (Newbold 1998 pg. 59) It seems that Aboriginals who consider themselves of good health are considered to be actually of low health by the rest of society. From a Geographically view, Canadian Aboriginals on reserves do not have the same access to physicians as urban communities do. This causes Aboriginals on reserves to travel, which reduces the chance of them using a physician. The quality of proper health care is out of reach for most Aboriginal communities, mostly because of geographical isolation, cultural barriers and jurisdiction disputes by the federal and provincial government. Improving health conditions and the quality of life for Aboriginal people of Canadian current issue that solutions are being reviewed and implemented annually. The task is not easy because of the substance abuse and low education levels of the Aboriginal youth. Government politics play a huge role in the funding and improving the health care system for the Aboriginal communities, but over time the aboriginal people will have to look to themselves to improve their quality of life. Both Aboriginal and Non-Aboriginal people need to be more educated of the health risks concerning the Canadian Aboriginal population. The health of Aboriginals has not been treated in the proper manner Bruce Newbold explains â€Å"past attempts to improve aboriginal health status have tended to focus upon a narrow definition of health as the absence of disease or illness†¦this focus neglects a much broader range of determinants, including poverty, living conditions and education†. The government needs to put into prospective that â€Å"Improvements in health will likely depend on the improvements in the socioeconomic conditions faced by Aboriginals†¦by the direct participation of Aboriginals in the health reform process† (Newbold 1998 pg. 70). Therefore, to improve health condition in Canada for the Aboriginal population the people and the government cannot be narrow minded, every aspect that being social, financial or physical must be addressed. The major improvement of the Aboriginal financial economy and social conditions is needed to repair the deteriorating health and quality of life of the Aboriginal population. Aboriginal Health in Canada has drastically deteriorated since the first contact with European decedents. The early contagious diseases such as smallpox and tuberculosis have threated to destroy Aboriginal populations and now have become chronic diseases like CVD, diabetes and HIV/AIDS for existing Aboriginal communities. Substance abuse among youth and seniors mixed with low level education and poor living conditions are advancing the decline for the quality of life in Aboriginal communities in Canada. The Government and Aboriginal communities must work together and not have a narrow mind when solving these issues and implementing them in society. Improving the socioeconomic conditions in the regions of Aboriginal communities along with health care issues is the start to improve the quality of life for Aboriginals in Canada.

Textual Analysis of Advertisement | Gender in Advertising

Textual Analysis of Advertisement | Gender in Advertising Liang Wang Perform a close, textual analysis of one of these advertisements. What does it imply about gender and/or sexuality? You should refer to concepts such as sexualisation, postfeminism, and/or stereotypes, and consider both femininities and masculinities. The advertising I choose to perform: In advertisements which targeted at men or women are always objectifies to sell objects. This can be seen in many advertisements like the Axe. Yet according to the codes of gender, men and women are always represented differently in advertising. Men are always shown vigilante and lucid of their surroundings, standing higher up then women, eye open, bodies under controlled as an â€Å"independent, purposeful and clear thinking†(Hodkinson, P 2013, Media, culture and society, Sage, Los Angeles, ch. 11, p223) object. On the other hand, women are frequently shown laying down, touching themselves, bending their knees, sitting in a bed or on a chair, eye close, confused, body contorted, dressed up as sexy or sexually available, â€Å"appears subordinate, dependent, emotional and absent- minded†(Hodkinson, P 2013, Media, culture and society, Sage, Los Angeles, ch. 11)object. The depiction of women in advertisement representations, at the same time, has been a sign as part of a spacious patriarchal system of male dominance. Indeed, in the mainstream advertisements depictions, which emphasis women on getting and keeping a man, especially whin the domestic roles of wife and mother. It has been focused on by many feminist commentators in order to achieve gender equality. However, in nowadays, both femininities and masculinities are represented in many advertisements, though femininities and masculinities do not map onto biological sex, but gender issue is still shown in many different ways. Throughout all forms of advertisements, it is obvious to see that we are live in a sexual world. Magazine advertisements, TV advertisements, commercials and ever internet advertisements are shown in a very sexual way and women are often been the objects of sexualization in the advertisements. â€Å"Sexualization is when a persons value comes only from his/her sexual appeal or behavior, to the exclusion of other characteristics and when a person is sexually objectified†(Media’s Portrayal in Women, Laura Russell, The Sexualization of Women in the Media). Through many advertisements, it is easy to find that women are very sexualized and they are often portrayed as objects that draw men’s attention, even belong to men. According to the AXE shower gel’s advertising, the right side woman is dressed up, wearing a sexy vest in a very sexual way, with her shoulder and arms nude, coiled hair and we can indistinct see her sexy hip shape, while the whole image are sho wn as shown to get â€Å"the dirtier†. The advertising is showing that the women â€Å"need to look good and the need to get male attention†(Hodkinson, P 2013, Media, culture and society, Sage, Los Angeles, ch. 11, p225)and the word â€Å"dirtier† is making her seems inferior to men. With advertising such as AXE one, women that choose that they should treat there bodies as sexual subjects, thus, it is lead women to believe that is important and lost their personality. Along with these type of advertisements represented, men start to believe that the sexual picture of women that is what makes them attractive. With this sexualized advertisements that is being depicted in the media is become difficult to women to be accept their own appearance, hence, constantly compare themselves to those sexually images and lost self-confidence. Therefore, many other advertisements and some women’s magazines are inclined to treat women in low-down way, depicting women as o bjects in inferiority, subordination and low social power positions.â€Å"Women’s physical appearances – especially their sexual attributes – are portrayed as their most important assets. This is presented as liberating and empowering†(Brumberg JJ (1997) The Body Project: An Intimate History of American Girls, Random House). While women’s sexual expression is important in some ways, nevertheless, a woman’s value is not only dependent on her sexual appeal, woman can also be successful and independent with femininities. During the 1970s and 80s second-wave feminism movement, the representation of woman have changed considerably. In the mass media, feminism has had strong criticism of the representations of women in visual world, particular advertising industry, along with the feminism movement, more then others, â€Å"the emphasis on domesticity, deference and traditional romance†(Hodkinson, P 2013, Media, culture and society, Sage, Los Angeles, ch. 11, p223) has been displaced by more independent, assertive depiction of femininity â€Å"something that can sometimes include a proud and explicit quest for sex†(Hodkinson, P 2013, Media, culture and society, Sage, Los Angeles, ch. 11, p224). Women can be successful and independent, go out and get what they want. Link to the AXE advertising, the feature objectifying image of the naked man with shower gel has referred to as â€Å"post-feminism† that women have the ability to have sexual relationship on their own wants. Moreover, the confidence, successful and independent female figure also continually showing in advertising in nowadays. Chanel’s campaign for its Coco Mademoiselle perfume adverting in 2011, for instance, shown on connotations of women independence, by featuring images with a successful woman with the background song’s lyric â€Å" this is a man’s world, this is a man’s world, but it would be nothing without women or girl† highlighted the independence and assertiveness of female â€Å" they consume autonomously, engage in relationships on their own terms and sometimes manipulate and exploit men†(Hodkinson, P 2013, Media, culture and society, Sage, Los Angeles, ch. 11, p224). However, back to the AXE advertisement, both femininities and masculinities are represented in this advertising but shown as different ways. On one hand, the man are presented as active, independent and all he do is cleaning and represented the product in a directly way in order to show his masculinities, on the other hand, the woman in this advertising was shown her femininities as well, but meanwhile, the way that the woman represented the product seems more metaphorically that the purpose of the woman use this product is all about get attention from male. This is against the center of the â€Å"post-feminism† and backword on gender stereotypes. Currently, when it comes to representations of gender, advertisements often fall behind on well established gender stereotypes. However, in particular these days, the media always represented images of women in power, attempted to reverse old established gender stereotypes, these images seems against the more objectification of the role women used to be, so-called ‘challenging’ and even ‘feminist’. In the old times, â€Å"female objectification to the most media depictions of female sexuality†(Dworkin, 1981;MacKinnon, 1988), according to the mainstream media depictions, woman are frequently presented as â€Å"subordinate to and dependent on men†(Hodkinson, P 2013, Media, culture and society, Sage, Los Angeles, ch. 11, p222). This phenomenon was also represented on the AXE advertisement, shower gel for men is for clean, yet for women, it is a way to make themself more sexy and attractive in order to catch men’s attention, getting and keep ing them, this advertisement seem to be reinforcing our stereotypical notions of femininities. In addition, commercials are one of the vast source of gender stereotyping that advertisers used in their work to targeted either male or female groups. While, woman are more often represented in commercials, because of they are seems seen as responsible for daily purchases as a householder, however, men always advertise things more masculinities, such as cars, computers or business products, otherwise women are represented femininities rather in the commercials with make-up, clothes and domestic products. And female are often shown in the home or inside environment, not the same as male, men are always shown outdoors. Moreover, the most popular that women presented in advertisements is the figure of housewife, their main problem in life is lack of ideas for housework or dinner, that is very stereotypical. The other stereotype for women is sexy seductresses, the desire of every man. They m ost advertise beauty products and fashion clothes, but they are also arise in the commercials directed to male. Furthermore, woman has been major care is to preserve her appearance, hence, this advertising image of â€Å"perfect femininity and heterosexual success is deemed to act as a ‘window to the future self’†of the audience. As a result, many women has been fall into the perplex with their appearance and body shape, which can have negative influences. Male stereotypes are also various and presented with masculinities as a ‘real man’, â€Å"athletic, successful, professional, seducer with a beautiful woman by his side†(). However, â€Å" the growth of female employment and changes in attitudes towards gender have also contributed to ambiguities in the status of masculinity†(Hodkinson, P 2013, Media, culture and society, Sage, Los Angeles, ch. 11, p235). In conclusion, gender issue has always been a controversial problem in advertisement industry, such as the AXE advertising, the concepts of sexualisation, postfeminism, and stereotypes are the main cores of the gender problem. However, along with the growth of feminism, female has been a large part of responsibility for the development of understanding of gender in media and advertisement. Female are should no longer been bounded in the tight ‘vest’, women should have the right to go out and do what they want, moreover, women should dress up for themselves instead of men’s attention. At the same time, the development of understandings of non-heterosexual gays, lesbian and bisexual representations in media or advertisements remind us, the most important link between the enhancement of dominant understandings of gender, sexuality and generally constructions of both femininity and masculinity. Eventually, â€Å" dominant representations of masculinity and femininit y in media tend to be those that are most effective when it comes to the selling of advertising space or, indeed, the selling of consumer goods themselves.†(Hodkinson, P 2013, Media, culture and society, Sage, Los Angeles, ch. 11, p241) Reference list Hodkinson, P 2013, Media, culture and society, Sage, Los Angeles, ch. 11, Media, Gender and Sexuality, patriarchal romance and domesticity, p223 Hodkinson, P 2013, Media, culture and society, Sage, Los Angeles, ch. 11, Media, Gender and Sexuality, patriarchal romance and domesticity, p223 Media’s Portrayal in Women, Laura Russell, The Sexualization of Women in the Media Hodkinson, P 2013, Media, culture and society, Sage, Los Angeles, ch. 11, Media, Gender and Sexuality, The enduring gaze, p225 Brumberg JJ (1997) The Body Project: An Intimate History of American Girls,   Random House, New York Levy, A (2005) Female Chauvinist Pigs: Women and the Rise of Raunch Culture, Schwartz Publishing, New York. Hodkinson, P 2013, Media, culture and society, Sage, Los Angeles, ch. 11, Post-feminism independence, p223 Hodkinson, P 2013, Media, culture and society, Sage, Los Angeles, ch. 11, Post-feminism independence, p224 Keira Knightley, Chanel Coco Mademoiselle perfume adverting, 2011, background song’s lyric Dworkin, A. (1981) Pornography: Men possessing women. London: Women’s Press MacKinnon, C. (1988) Feminism Unmodified: Discourses on life and law. Cambridge, MA: Harvard University Press. Hodkinson, P 2013, Media, culture and society, Sage, Los Angeles, ch. 11, Media, Gender and Sexually. Masculinity or masculinities? P235 Matthews, J. L., 2007 Hidden sexism: Facial prominence and its connections to gender and occupational status in popular print media. Sex Roles: A Journal of Research, 57, 515-525. Hodkinson, P 2013, Media, culture and society, Sage, Los Angeles, ch. 11, Media, Gender and Sexuality, a balanced approach, p241)

Scientific Advance: Friend or Foe? :: Science Technology Essays

Scientific Advance: Friend or Foe? Scientists and non-scientists see the advances of technology in different ways. Scientists, like J. Michael Bishop, look at the possibilities technology offers while non-scientists, like Jeremy Rifkin and Mary Shelley, look at the potential chaos that could be caused by it. J. Michael Bishop is a professor of microbiology at the University of California, San Francisco. He is also winner of the Nobel Prize. He wrote, "Enemies of Promise" because he wanted to dispel the misconceptions that many people have about science, since he feels that these could have serious consequences for all Americans. Jeremy Rifkin is a well-known social activist who organized the 1968 March on the Pentagon and brought public attention to alleged U.S. war crimes in Vietnam. He is president of the nonprofit Foundation on Economic Trends. He is both criticized and admired for his condemnation on Biotechnology. Mary Shelley was the daughter of 2 influential people and became an influential writer herself in the early 1800s. Mary Shelley created a monstrous, powerful myth, which she used to warn ambitious scientists of the potential dangers contained in their creations. Her creation, Frankenstein, will forever be known as the monster that was created by Victor Frankenstein. The monster, a creature without a name of its own, that took the identity of its maker. Bishop argues that "Resistance to science is born out of fear." He blames ignorance of breeding this fear, and he blames ignorance of being, "our deepest malady" (241). Rifkin and Shelley on the other hand, accuse science of having the potential to evolve into something grotesque, monstrous and frightening. Bishop would say that this fear is born of ignorance while Rifkin and Shelley would argue it to stem from the potentiality of catastrophe, from the inability of man to predict the adaptability of nature, from the inability of man to anticipate the benefits that are likely to result from such experiments, and from the danger of acquiring knowledge and becoming greater than "his" (man's) nature will allow (321). J Michael Bishop in "Enemies of Promise" argues that we live in an age of scientific triumph in which science is mistrusted and under attack. He claims that some of the opposition to science comes from familiar sources. Some of these stem from religious fanatics who constantly push for creationism education in the public arena. These groups have a theological foundation to their opposition to the advances of science.

Teaching: A Commitment to Lifelong Learning Essay -- Teaching Educatio

Teaching: A Commitment to Lifelong Learning Education is an ever-changing part of society. A classroom teacher is faced with new challenges and obstacles that have never been dealt with before. Students come to the classroom with different life stories. Every student has strengths and weaknesses that surface in the classroom environment. Teachers must understand and focus on utilizing each student's strengths and work to improve weaknesses. Students learn in a variety of ways. The classroom must be a safe zone that appreciates student's viewpoints and allows room for mistakes. When topics in the classroom are related to "real-life" experiences, the information is more likely to be retained. Students learn from one another. The ideas and perspectives that each student brings to the classroom can bring insight into what is being learned. Students have to be allowed to explore new ideas, try them to see if they work, and sometimes fail. When students are encouraged to explore, they begin the process of becoming lifelong learners. The teacher in the classroom encompasses several roles. Resource, facilitator, and mentor are three of them. The teacher must be a resource that provides ideas and lessons to be learned. The teacher also must be a facilitator that encourages creative thinking, exploration, and mastery. The teachers is responsible for what needs to be learned. The subject matter that is taught is based on both curriculum as well as the world that students live i...

Comparison Between Rousseau and Plato

I think Rousseau†s most effective criticism of Plato†s is on the importance of family. Both philosophers have opposing views on this issue; however I tend to agree with Rousseau†s view on family mostly because it is more reasonable than Plato†s. Rousseau also seemed more concerned that people enjoy life whereas Plato seemed too tied down with the idea of making the world just, that he forgot about individual happiness. According to Plato there should be no such thing as family. Instead we should all be men born of the earth. Everyone according to Plato should think themselves to be everyone else†s brother or sister. He thinks that children should be removed from the mother upon birth so no attachment is made between mother and child. In speaking of peoples â€Å"education and rearing† Plato writes: â€Å"If by being well educated they become sensible men, they†ll easily see to all this and everything else we are now leaving out-that the possession of women, marriage, and procreation of children must as far as possible be arranged according to the proverb that friends have all things in common. (423e) Again he reiterates the idea of having all things in common when he writes: â€Å"All these women are to belong to all these men in common, and no woman is to live privately with any man. And the children, in their turn, will be common, and neither will a parent know his own offspring, nor a child his parent. † (457d) Rousseau firmly disagrees with Plato†s view on family. He thinks that having strong family values is the key to becoming a good citizen. Since Rousseau is all about taking the natural approach to education, his view on family values make sense. Family is quite obviously in accordance with the laws of nature. A mother gives birth to her child and according to Rousseau it is only natural for the mother to nurse the child herself. That is the first natural bond that takes place within the family thus it is necessary in forming a close family unit. This is seen on page forty-six when he writes: â€Å"But let mothers deign to nurse their children, morals will reform themselves, nature†s sentiments will be awakened in every heart, the state will be repeopled. † If you stop here this goes completely against Plato†s belief that only certain women are made to be nurses and therefore only those women should nurse children. But Rousseau goes on to say: â€Å"Thus, from the correction of this single abuse would soon result a general reform; nature would soon have reclaimed all its rights. Let women once again become mothers, men will soon become fathers and husbands again. † Maybe Rousseau exaggerates this idea that by mothers nursing their children family values will be set in place. But to an extent I think this is true, because it is the first way a mother can care for her child, and by having someone else do it for her she is giving up this sacred bond a mother should have with her child. Rousseau says: â€Å"We are born weak, we need strength; we are born totally unprovided, we need aid; we are born stupid we need judgment. Everything we do not have at birth and which we need when we are grown is given us by education. † (pg. 38) This education no matter how you look at it starts in the home, and with the family. If a child is to grow someone needs to be there to guide them. And without a proper family a child will never be educated properly. Rousseau†s theory on family is much more realistic than Plato†s. Without having family values or even knowing who your real family is how is one supposed to learn to love and care for one another? If we lived as Plato would like we would not know what it means to have a close family because everyone would literally be considered your family. There is no way that you would develop the same feeling of love as you would by living in a family as most know it today. Or family in the sense that Rousseau writes about. Plato was more concerned with the city being just then the individual, so in that context his wanting to eradicate the natural family makes since. But his education follows that everyone be a professional at one trade. In my opinion that is no way to live life. To spend your whole life perfecting one thing, and never experiencing what it is to love. Rousseau took a much different approach believing that education was accomplished through centering on each person individually. The way a child is raised quite obviously affects who they are when they grow up. If they grow up in a family with strong values children learn if nothing else how to love and respect others. By learning these values ideally they will one day pass the lessons along to a family of their own.