Tennis Research Paper

Tennis by Robin Seems Introduction First of all, tennis is a sport known all over the world. That allows you to enjoy entertainment with your friends or whatever and in addition doing some physical exercise. It also improves your coordination a lot. It can be played either at two (called single) or four (called double). As you can guess, tennis is a very difficult sport. Especially in three points: physically, mentally and technically. The rare goods players excel in these three points. About one hundred fifty players are earning their live thanks to this sport.It meaner that if you want to live with your passion, you'll need to e in the top hundred fifty of the world. Very tough. Thus, tennis is especially a game and need to stay one. Fair play and having fun are required. Of course, a lot of people are watching tennis on television, which is very loved. History First of all, tennis is a sport known all over the world. His roots came from several thousand years ago. History seems to say that the creators of tennis are the Europeans monks. As you can guess, the racket was not yet uses at this time.They were hitting the ball with their hands, and then they were wearing leather gloves. A big step came when the first ‘racket' appeared. Thus, progressively (in course of time), the racket evolved as well as the ball. To begin with, the ball was wooden. Currently the ball is in rubber, filled of air and covered with felt. About the racket, they also were wooden and very heavy compare to now. Right now, rackets don't weigh more than four hundred grams and are for most of them in synthetic fiber and aluminum. STRING STUFF ?BALL Different Shots Before talking about all the kind of shots, I would like to say that tennis require finesse, power and speed. The hardest think is to keep improving the two others skills hill working on the third one. Indeed, if you only work your power, logically your speed will decrease. It's one of the reasons why all the professionals' players are supported by a coach. Actually, more than one coach. Obviously there's one for the physical aspect, one for the tennis aspect and sometimes for the mental aspect. * Forehand and Backhand * The more important shots with the service because they are the base of your game.Almost every ball you'll hit will be a forehand or backhand. If the balls bounces before you hit them then it is called Forehand or Backhand. If you are right-handed hen the forehand is stroke on the right side and obviously the backhand on the left side. If you're left-handed then it is the opposite. It's worth for every shot. * Volley * Stroke before it bounces, volley has for purpose to win time on your opponent. Indeed, if the ball doesn't bounces, the opponent has less time to come back on the good position on the court.In addition, volley is mostly hit under your head. In the other hand, volley is a very difficult shot because it is harder to control the ball * Smash * Same characteristic than the v olley except that it is only stroke above the head. In addition, the shot is often more powerful. * Service * One of the more important shots because it's the first shot you hit to start the from the baseline in either the right or left side, it's exactly the same movement than the smash, except that you throw the ball yourself and she need to bounces in the opposite square.Rules ; court composition This website explain you the detailed rules in tennis. There's a lot of website showing the basic rules of tennis but the one I took is very clear and kind of detailed. It explains everything: the position the players must have on the court, how to count, hat's all the possible fault you can do (double fault, foot fault, etc. ) and as shown on the next page the dimension of the court. A perfect website for a beginner who want to start tennis. All about tennis To my opinion, this website is the best if you are very interested about tennis.Before all, TIFT meaner ‘International Tenni s Federation'. Also showing the very detailed rules, you can find whatever you want. Here is a list of what you can expect to find if you surf on this website: * All the news about tennis (Players, tournaments, presidents of big tournaments) * A ‘Pin online service' which meaner you can buy your own pin' which is required to play internationals tournaments Minor or senior) * A list of all the possible internationals tournaments. Articles about tennis: doping, nutrition, psychology, equipment, conditioning and many more * Headings about Feuded, Davisson, Olympic and Paralytic tennis event, etc. References: 1. Introduction -> me. 2. Http://www. Historicalness. Net/ History 3. Http://weakest. Kill 2. Oh. Us/Hilliard's/whose/tennis/tennis_rules. HTML Rules ; court composition 4. Different shots different shots 5. All about tennis All about tennis

Emerging issues Essay

Jfracking consumer behavior is critical for a marketing department of any company that creates products for the public. Depending on the type of item being sold, different behaviors will be exhibited by most consumers. A more expensive item that has many differences between the brands will cause a different behavior than an inexpensive item that is purchased all the time. Understanding these differences can spell the difference between a successful product campaign and an unsuccessful one. if the company fails to track their customers successfully theracking consumer behavior is critical for a marketing department of any company that creates products for the public. Depending on the type of item being sold, different behaviors will be exhibited by most consumers. A more expensive item that has many differences between the brands will cause a different behavior than an inexpensive item that is purchased all the time. Understanding these differences can spell the difference between a successful product campaign and an unsuccessful one. if the company fails to track their customers successfully theracking consumer behavior is critical for a marketing department of any company that creates products for the public. Depending on the type of item being sold, different behaviors will be exhibited by most consumers. A more expensive item that has many differences between the brands will cause a different behavior than an inexpensive item that is purchased all the time. Understanding these differences can spell the  difference between a successful product campaign and an unsuccessful one. if the company fails to track their customers successfully theracking consumer behavior is critical for a marketing department of any company that creates products for the public. Depending on the type of item being sold, different behaviors will be exhibited by most consumers. A more expensive item that has many differences between the brands will cause a different behavior than an inexpensive item that is purchased all the time. Understanding these differences can spell the difference between a successful product campaign and an unsuccessful one. if the company fails to track their customers successfully the

Question Answer Essay Example | Topics and Well Written Essays - 750 words

Question Answer - Essay Example Department of State, Office of the Historian, 1997; NSC Home). As diplomacy seemed to be failing, there was an increased need to coordinate the US defense bodies which include the Marine Corps, Air force, CIA, Navy, and the United States Army. The National Security Council was created with the President being the chairperson. Members included secretaries of state of state and defense. This council was established to coordinate foreign policy and defense policy and get ready in case of eruption of a war after its inception. As outlined in the 1947 Act, the role of the NSC was to advise the president on the integration of policies that had a direct or indirect relation to national security. This council was also mandated with the function of facilitating interagency cohesion and cooperation. Policies that were proposed in relation to national security had to pass through the council for consideration. The functioning of the council was altered by various occurrences such as the Korean War. The years that followed, though under different presidents did not see much change to the functioning of the National Security Council. The turning point came after the 9/11 attack. The attacks on 9/11 came as a shock to the security docket. They realized they have been missing a lot in terms of infrastructure. Communication was paralyzed and the rescue mission almost failed. However, the US security ought to have been ready after the 1998 attacks on its embassies in Kenya and Tanzania. This led to the reconstruction of the NSC and later in 2009, President Barack Obama merged the White House Staff supporting the HSC and the NSC into the National Security Staff (NSS) though each continued to exist with their previous statutes. The reconstruction of the NSC after the 9/11 attack focused on the war against terrorism which was the new threat to national security. This was intensified with the war in Afghanistan and the control of the terrorists’

Great Communicators in History Essay Example | Topics and Well Written Essays - 2000 words

Great Communicators in History - Essay Example He served eight years in Illinois legislature and also served as a captain in the Black Hawk War. Lincoln began his political career at the age of 23 as a member of Whig Party but his beginning campaign for the Illinois General Assembly was unsuccessful and he left politics for the time being. He resumed his political career after the passage of the Kansas – Nebraska Act in 1854 which repealed the limit on slavery and recognized the right of people to decide whether to allow slavery in their area or not. From his stand strongly opposite slavery he rejoined politics but his first bid for US senate was unsuccessful. He received some support for the Republican vice-presidential nomination in 1856 and started his move against slavery as public speaker and prominent debater. The nation began to listen to his views from famous speeches like Lost Speech, House Divided Speech, etc. one after another. He received national recognition as a public speaker with his successful speech in th e Cooper Institute, New York in 1860 (â€Å"An overview†¦Ã¢â‚¬ , n.d.). He won the Presidential election in 1860 to become the 16th President of the nation. As the President he faced immense crisis in saving the union from falling apart. He decision continued Civil Wars for four years and Emancipation Proclamation was declared in 1863 declaring the freedom of the slaves. His famous Gettysburg Speech is still remembered as his gratitude to the dead soldiers in the War and as his effort to inspire the nation to follow the path of anti-slavery and unity, the cause for which the soldiers sacrificed their lives. He was re-elected as President in 1864 and initiated the peace activities. He took a more flexible and generous approach to ensure the unity of the nation and encourage the rebels of the south to join the peace mission. He clearly communicated this approach of him in his second inaugural speech. But somehow he was misunderstood as a supporter

Costing, Budgeting for Projects Accounting Essay

Costing, Budgeting for Projects Accounting - Essay Example 9018088 0.000842049 12 8 13 9 7.703656443 1.680506618 13 9 14 7 7.414185094 0.171549292 14 7 15 4.791208791 44.00883114 -1.008791209 19.92307692 0.247845443 2.110327908 0.57993311 3.738278384 16.56687898 12 231.5175824 167.6967033 Estimating Learning-Curve Functions 2 2) I used the formula approach and forecast approach to estimate non-linear functions such as the learning-curve function. The predicted value for 15 units is 4.791209. Note: When I used the forecast approach, either there was an error in the formula or the predicted value is wrong. The formula on p.209 is =FORECAST(15,B1:B14,A1:A14), but I came up with a predicted value of 4.32967. But since I must arrive at the value 4.791209, I figured the formula should’ve been =FORECAST(15,B2:B15,A2:A15). I finally succeeded at having the same value 4.791209. I think my formula is more accurate because for 14 units of outputs, the DLH value is already given with a value of 7. The formula for regression analysis is Y = a + bX where a is the constant term and b is the slope. When estimating LCR, I used Solver routine in Excel. I started with an estimated LCR of .80 and entered that figure in cell D2. For getting the predicted DLHs, I used Excel learning-curve formula which is =$B$2*A2^(LN($D$2)/LN(2)). For unit 1 (X), the predicted value is an exact match. It is the same as the actual DLH, 29. The rest of the predicted DLHs for outputs 2-14 were a close match except for 9 and 11 units (in thousands) of outputs. Next, I calculated the â€Å"squared-error.† The obvious answer is 0, since there is no error. The predicted DLH is exactly the same as the actual DLH. The formula for â€Å"squared-error† in Excel is =(C2-B2)^2 for 1 unit (in thousands). The rest can be calculated in Solver routine by dragging the cells when copying the formula for 1 unit of output. Estimating Learning-Curve Functions 3 3) Shown on the graph with the downward slope, as the total outputs increased, the cumulative uni ts produced decreased. In other words, the more experience there is in producing outputs, the amount of time to perform the task decreases. The plot is consistent with the data given for units produced and DLHs. 4) I estimated the LCR with the â€Å"incremental unit-time learning-curve model† using Solver routine and I arrived at 0.69 or .70. In the Solver routine window, I entered the â€Å"target cell† as $E$2 which is the â€Å"squared error† contained in E2 and the â€Å"changing cell† as $D$2 which is the Estimating Learning-Curve Functions 4 LCR contained in D2. The exponent in learning-curve model, b, is -0.51681. So for DLH 29, the incremental unit-time learning-curve model is Y = 29.0*X^-0.51681. 5) The formula for cumulative average time per unit to produce x units is Y = ax^b; where Y = cumulative average time per unit to produce x units, a = the time taken for the first unit of output, x = the cumulative number of units, and b = the index of l earning (log LR/log 2). Using the calculation in Excel spreadsheet, I entered the formula =$B$2*A2^(Ln($D2$/Ln(2)) for cumulative av

The circulation Coursework Example | Topics and Well Written Essays - 250 words

The circulation - Coursework Example The aorta is separated from the aorta by the aortic semilunar valve that allows blood to only flow from the ventricles and not back. Many arteries then branch from the aorta to circulate rich oxygenated blood to all parts of the body. This pathway of blood through blood vessels, body parts, and body organs except the lungs is referred to as systemic circulation. Systemic circulation is responsible for carrying blood to the neck, head, and other organs in the body. It exchanges oxygen in it with carbon dioxide from the body tissues. Blood then flows via atria system and then to the capillaries. Blood flows in a series of veins and eventually flows to the right side of the heart. Two large veins; superior vena cava (drains the upper surface) and inferior vena cava (drains the lower body) collect blood from systemic circulation and dump the deoxygenated blood to the right atrium (Zamir 2006). Blood then passes through the right atrium to the right ventricle through tricuspid valve then out of the right contracting ventricle via pulmonary semilunar valve to a pulmonary artery. The pulmonary artery branches into arteries that carry blood with deficient oxygen to the lungs. Blood with plenty oxygen and reduced carbon dioxide then returns to the left atrium of the heart repeating the

International Management 2 Essay Example | Topics and Well Written Essays - 1750 words

International Management 2 - Essay Example Due to this, International Human Resources Management has come to the forefront. International Human Resources Management seeks to lay down common rules, solutions to problems and personnel management systems to help this new phase of global expansion transform into a success story and to help organisations adapt and procure better results. Working in a country that one is not familiar with, is a great challenge in itself. More so, when it involves the establishment of a branch office of one’s company or deals with the successful initiation of an extension of your company, in a scenario completely different from the one you are familiar with. Therefore, a great amount of thought-processing and execution must go down into such plans, before embarking on a conclusion. Thailand is one of the favorable fast-growing sites for international expansion of business, trade and commerce. Transfer of technology, the extent of involvement of the local resources, the net currency profit, etc. are some of the factors that are looked into, before the green signal for the establishment of subsidiaries is given. When an employee needs to be sent abroad by a company, both, the company as well as the employee need to look into certain vital factors that affect and make an impact on successful stint of the subsidiary company, in a host country. The strategy employed in the expansion process will surely play a dominating role in determining the level of success received by the proposed plan. Special skills of employees are not duly recognised as proposed by the management. Instead, there exists the diffusion of persistence of such skill-based work approaches. The sharing of tasks can lead to the sharpening

Marketing research Proposal Example | Topics and Well Written Essays - 500 words

Marketing - Research Proposal Example As an organization that targets products and services regular research is always necessary (Zeithami et al 1990, p. 53). The research will inform of the interests of customers and the situation within the relevant market (McQuarrie 2006, p. ix). With the decline in sales, market research is particularly important as there is uncertainty relative to the market situation and customer interests and habits increases (McQuarrie 2006, p. ix). Market research will determine the utility of introducing new products or for changing existing products or services so that they correspond with customer trends, interests and preferences (Bartels et al 2002, p. 285). Stephen’s management will have to make a research design that corresponds with budget and within their restrictions (Avasarikar et al 2007, p. 2.24). It will be necessary to negotiate for a practical budget in advance of the marketing research. However, the research problem must be unambiguously identified before negotiating for a workable budget. When the research problem is defined clearly, researchers, management and marketing consultants can more clearly define and assign roles prior to the start of research and this will reduce the obstacles implicit in conflicting goals, strategies and approaches relative to the research (Avasarikar et al 2007, p. 2.24).

Organisational Change And Development Essay Example | Topics and Well Written Essays - 2500 words

Organisational Change And Development - Essay Example It has three stages or phases, viz. design, planning and implementation. As much as organizations differ in their internal leadership and cultural set up, the theoretical approaches to change also differ. For instance there are entrepreneurial, bureaucratic and autocratic organizations or/and leadership styles. They need equally diverse and effective theoretical approaches for change. Nowadays nature and the needs of the organizations are changing rapidly and organizational development is changing to meet the changing need of the organization. Thus typical organizational development activities include some forms such as team building, organizational assessment, carrier development, training, coaching, leadership development and change management. It is aim to improve health and effectiveness of the individual and organizational level. It was Kurt Lewin who first suggested a model based on force field. According to Lewin a typical business organization is in equilibrium at a given time. Two opposing forces act on the organization to bring it in to equilibrium. These forces were named by him as driving forces and restraining forces. The former consists of those elements within the organization seeking to change the direction of the organization constantly while the latter is opposed to such changes. When these two forces match each other's strength, the organization would not experience any disequilibrium. However when the driving forces become stronger change becomes inevitable. Thus the organization moves in to a new equilibrium. Thus Lewin came up with new ideas of group dynamics and action research based on organizational development process which is a growing field in many modern organizational approaches. It is often connected with organizational effectiveness.Another theoretical construct on organizational c hange is based on research carried out by Rosabeth Moss Kanter who argued that it is not necessary to have the backing of the management to bring about change. For instance according to this theory the organization requires authority power, vision, leadership, management and cultural change so that a better view of the organization's capabilities can be obtained. However Kanter suggested that irrespective of where a certain individual employee is in the organization there would be no exclusive power given to one of them to change the organization. These theories were followed by some other not so important variants. Analysis During the past two decades organizational change and development has become a very important aspect in the modern day management practice. Change is more appropriate when everything else has failed to ensure the continuous survival of the business (Clark, 1999). However change and development in itself might not be desirable when the degree of resistance to change becomes stronger because when resistance gathers momentum that in itself is an indicator of the existence of other solutions. If organizational change and development were focused on improving critical success factors related to financial management, Human Resource

The Allied Occupation of Japan Essay Example for Free

The Allied Occupation of Japan Essay In 1945, to end the Pacific war, Operations Olympic and Coronet, America’s proposed landings on Kyushu and the Tokyo Plain were the largest amphibious invasions ever planned. Thomas M. Huber: Pastel: Deception in the Invasion of Japan Command and General staff college, 1988 {www-cgsc. army. mil/carl/resources/csi/huber2/huber2. asp} The allied forces successfully invaded Japan and imparted values and ethics of democracy in Asia. The success measure is evident, exemplified and argued through various contexts. One it stopped the creation of a Draconian empire in Asia whose onset was the 1937 invasion of China. Shillony 1981: p 87. Brute force and escalation due to self atonement and belief that supremacy through war is power doomed the Japanese and was what the allied forces sought to destroy. Japan was defeated militarily. There deaths of over one and half million soldiers and hundreds of thousands of civilians were a blow to the empires magnum strength in Asia. Bailey, Paul J. 1996 Post War Japan: 1945 to present: The American interregnum p 22 . Though an atrocity to human life, militarily and as per the objectives of the allied invasion, this was a successful war. They won it and Japan when it withered to the onslaught conceded defeat and called on to the forces for a truce. ‘Japan was the only major nation in the world which had never been invaded’ Russell Brines: Macarthur’s Japan, 1948. p 13 It is within this context refutation of the win is made subjective. Within the Japanese empire, there was collective rebellion and repulse to accept defeat due to the implications. A split is seen to have emerged and a struggle to stop the emperor speech by some of the generals is indicative of the remaining strength of the Japanese army. By the end of 1941 Japan had completed a decade of planned industrial expansion and could look back upon a period of considerable achievement. Industrial output had risen from six billion yen in 1930 to thirty billion in 1941. To destroy this and that, was heavily demoralizing and they were defeated not due to the military power but the loss of kin and gains they had made. Jerome B Cohen: Japans Economy in War and Reconstruction. 1995 {pg1} it is arguably correct, that the success was only based on the physiological within the leadership structure of the empire. ‘The army insisted on the continuation of the war while prime minister Suzuki advised acceptance of the surrender terms†¦. Despite a desperate attempt by a few middle ranking officers from the imperial guards division in Tokyo on the night of 14the august to destroy the recordings of the emperors surrender speech, the broadcast went ahead. Bailey, Paul J. 1996 Post War Japan: 1945 to present: The American interregnum {pg 25} This proves, there was still military might in Japan and they would have escalated but a demoralised leader and generals due to the human suffering and loss of lives by innocent humans caved in to the terms of the surrender. However, this cannot be vilified since, it seen from the assertions and collective analysis by the context of Nakamura, Takafusa. 1990. The Post-war Japanese Economy: Its Development and Structure, the Americans, a key player in the allied forces, made the breaking up Japanese economic structures through the principals of Zaibastu dissolution. ‘The purpose of the Zaibastu resolution†¦. Is to destroy Japans military power both physiologically and institutionally’ this dimensional perspective is proving of political weakening and infiltration of Japans key and integral structures. It is indicative of a successful defeat. Nakamura, Takafusa. The Post-war Japanese Economy: Its Development and Structure: Economic democratization 1990 p 25 The principal objective of the Allied forces was to stop and reform the Japanese escalation. They made it possible and due to diversified interest, the objectives of the allied forces shifted based on each country’s policy on the war and Asia. It within this context the split of economic policies between the Union Soviet Socialist Republic and the United States is offset. USSR was instrumental in creating a Korea issue as its interest while from the spoils of Japan, the Americans made economic and military positions in Asia. Japans recipient nature after the war is indicative of its dissolved might and its pro United States policies. The recipient nature developed from the brute force of the American forces in the war and the final blow that was the atomic bomb that led to deaths of thousands of innocent civilians. This also signifies that, the Japanese had gone further in the war to form a formidable force whose strength could not be eased and only a political demoralization strategy within military options would create that opportunity, hence the brute action by the United States. Subsequently, the post-war Japan policies and principals all correlate with assertions which deem the allied forces won the war ‘the externally imposed occupation reforms greatly changed the fixed system of the pre-war Japanese economy and ended by preparing a rich soil not only for democratization but also for economic growth’ Nakamura, Takafusa. The Post-war Japanese Economy: Its Development and Structure: The post war Japanese economy1990. p 48 . Based on this fact, the essence of the invasion and its effectiveness in imparting or rather inducing policies and structures of the allied forces political and economic systems is within this context then. Beyond reasonable doubt, this was a complete and successful invasion. Factual evidence of the invasion and its extremes of success are seen in the Japanese leaders acceding to American war demands and surrender instructions. Based on the President Truman and the great general, in the Asian conflict General McArthur, principles on the Japanese escalation, prowess and economic structures, the Japanese had to go into the sea, board the US naval ship USS Missouri and sign the peace accord that made them safe than sorry in the naval ship. H. Passin, The Occupational: Some reflections, in C Gluck and S Graudbard, Showa: the Japan of Hirohito, 1992 p 108 In his explication of these events Passin is emphatic about the brute of the Americans. They assume the polity of the Japanese who had imbued themselves with extreme gusto, gist and were drunk with power. According to Passin the Americans showed off during the signing of the treaty. The subsequent course of events led to demilitarization of Japan, an ethic fact that shows Japan had been incapacitated and completely taken over. Further economic restructuring using America policies and reforming the country political and judicial system is indicative of the vast influence and filtration of the Japanese by the Americans deep in to their social economics, tradition and religious structures. The question of how long the American occupation and restructuring of the Japanese socio-political- economic structures would last was ambiguous then as Passin implies. It is long term and this often spells the question of whether these American policies are a continuation of the occupation. Seen from his virtues, Passin seems to admit hypothetically that the occupation was a long-term one and that the effects and the continuity was not parametrical hence no projections would ratify nor assume the end of the era. ‘Will the reforms last or will they disappear as soon as we leave? ’ this is and was then a fair question, but is it answerable? Despite all the fanfare and futurology we cannot really predict the future in any degree of complexity. H. Passin, The Occupational: Some reflections, in C Gluck and S Graudbard, Showa: the Japan of Hirohito, New York: Norton 1992 pg 125 . Another agreement with the purge is seen within the Robert Wolfe context. ‘In the interim, the basic policies regarding the removal of Japans wartime leadership had been translated into a far-reaching directive to the Japanese Government entitled Removal and Exclusion of Undesirable Personnel from Public Office’ Robert Wolfe, Americans as Proconsuls: United States Government in Germany and Japan, 1944-1952 p 188 Passin revisits the Zaibastu issue sceptically and quite emphatically. The Zaibastu principle is a proliferation like principle. All the structures of the economy and the legislative structures are brought to their knees through disintegrating them and making military and economic stability not to withstand any slight implication. According to Passin, the dissolution was controversial. ‘The dissolution of the Zaibastu remains the most controversial of the occupational measures with respect to its desirability and its effectiveness’ H. Passin, The Occupational: Some reflections, in C Gluck and S Graudbard, Showa: the Japan of Hirohito, New York: Norton 1992 pg 117 He is empathic in context. He is seeking to moralize the Zaibastu as a structure which was not only an integral Japanese economic and social stability pillar but also the basis of both. Evident is the aspect of powerlessness of the Japanese in this comment. It is practically impossible to bring about Japan based policy within this conflict period and the Americans and their allies are not only prejudiced against the structures that supported the brute Japan but also ready to destroy them. Japan within this context is displayed as a nabbed culprit who has no choice but to tow the line to get any reprieve or empathy but first has to undergo phases of self realism and reconstruction of moral authority over his self. The profoundness of the wining and the success is measurable within this perspective. What Passin implies is that Japan was now a pawn, a completely incapacitated nation. ‘The occupation penetration into even the most intimate of Japanese institutions, the family, parental authority†¦. was no mere exercise of missionary impulse’ H. Passin, The Occupational: Some reflections, in C Gluck and S Graudbard, Showa: the Japan of Hirohito, New York: Norton 1992 pg 117 What would further clarify the porous-ness of the Japanese nation under the American and allied forces? Within this ethical projection of the penetration, Japan is merely under the forces, rule and legislation of the occupier. It is not refutable, it is factual, the truth. Japan was conquered and it surrendered and it then caved in. Its structures were destroyed and the occupier built his within and made them the Japanese institutions which had and still use the same values and ethics to run. Without making the war the basis of success, it’s the objectives of the war that vilify the win. The draconian Japan was contained. The allied forces stopped the emergence of an Asian kingdom led by the Japanese and their ruthlessness. A regional conflict then was ensuing and the Japanese were instrumental in stifling and frustrating efforts of all well wishers. Containing Japan was moral and loosing the war would have led to regional imbalance. The discourse is contextual and this is seen through Robert E Edward variable assertions about American policies or post war Japan and the quite intricate policy administrations to avert shift of Japanese community trust on the new structures of peace, democracy and political inclination and stop possible uprising to oppose these new structures. To justify and prove that the allied forces won the war, Edwards says ‘American victory was a vindication of their own political institutions and ideals’ Ward, Robert E. 1987. Conclusion, in R. E. Ward and Y. Sakamoto (eds), Democratising Japan: the Allied Occupation {pg 397} , it is a case of proving the war was won and that there was escalation in the win and this was incorporation of the American policies into the Japanese system. The perspectives of the Japanese were and have been an Asian economic progress. As seen in the context of, Morris-Suzuki, Tessa. Invisible countries: Japan and the Asian dream {online} Japan sought to have an empire that would make it to the realm of military and economic strength and prowess. However it was the principles and modus that contradicted and dissented with the international community then hence the successful invasion of Japan by the allied forces to stop its escalation in principal. Sources Thomas M. Huber: Pastel: Deception in the Invasion of Japan Command and General staff college, 1988 {www-cgsc. army. mil/carl/resources/csi/huber2/huber2. asp} -Shillony 1981:87

Social Psychology In The Movie Crash Film Studies Essay

Social Psychology In The Movie Crash Film Studies Essay In life people will come in contact with others, who are from a different background, culture, lifestyle or ethnicity as them, yet still every individual is equal, theyre all humans. As humans, people have the tendency to have their own unique perspectives on the world around them and everything it encounters. Psychologist Gordon Allport (1985), one of the founding fathers of personality psychology, defined social psychology as a discipline in which scientific methods are used in order to understand and explain how the thought, feeling, and behavior of individuals are influenced by actual, imagined, or implied presence of other human beings (Cherry).Social psychology involves social cognition, how someones attitude can affect their behavior towards others as well as society, and intergroup relations. The academy award winning film Crash, directed by Paul Higgins, accurately conforms to how the aspects of social psychology, such as racism, person perception, attitudes, and discriminat ion, can affect ones everyday lives. Crash takes place in the streets of Los Angeles over a two day time period. Each character plays a role in being the accuser as well as the victim in different racial scenarios. Grahman Waters (Don Cheadle) who is a prejudice detective against people of his own race and is having an affair with his Port Rican partner Ria (Jennifer Esposito). Anthony (Chris Ludacris Bridges) and Peter (Larenz Tate) are two African-American who steals cars as steal them as a way to get money. Peter is Grahmans younger brother. Anthony thinks that everything and everyone around him is racist against the African-American culture. Jean Cabot (Sandra Bullock) is the wife of a district attorney Rick (Brendan Fraser). Jean is the type of woman who is prejudice against everyone outside her ethnicity. Daniel (Michael Peà ±a) a young Mexican that works as a lock-smith and is very devoted towards to his family. A Persian immigrant Farhad (Shaun Toub) owns a store in L.A. John (Matt Dilion) a racist police offic er discriminates against African-Americans but precisely against the women of African-American descent. Christine Thayer (Thandie Newton) is an African-American woman married to a famous television director Cameron Thayer (Terrance Howard) who works highly amongst the presence of Caucasians. The portrayal of social psychology in this movie is viewed as being accurate. Person perception, as defined by King (2010), is the processes by which we use social stimuli to form impressions of others (p.377). Some forms of person perceptions include stereotypes, self-fulfulling prophecy, and first impressions. While walking to her vehicle with her husband one night after dinner, Jean noticed Peter and Anthony walking in the opposite direction towards them. Jean made a first impression of the men by stereotyping them as being harmful. To stereotype someone means to label them an individual as part of a particular group. Jean responded to her feelings by clinching to her husband for safety. Anthony who caught on to her reaction took offense to it. He was curious as to why Jean immediately felt blind fear once she saw him and Peter. They didnt look like a threat anyone so why were they viewed as being that way? When the expectations cause individuals to act in ways that serve to make the expectations come true is known self-fulfilling prophecy (King, 2010, p. 378). To prove Jeans expectation of them right, Peter and Anthony held the Cabots at gunpoint and stole their vehicle. To better secure their surroundings the Cabots decided to get their locks changed by Daniel. Once Jean realized the man changing their locks was a Mexican her prejudice ways was acted one on again by verbally abusing Daniel. She figured that because of the type of culture he came from Daniel was a gangbanger and feared he would sell their keys to one of his friends. To her surprise Daniel left both keys on the counter leaving Jean feeling guilty, proving to her that he was the man she accused him of being. After having his store constantly being robbed Farhad started to become furious. The problem that Farhad had wasnt that he needed his locks changed but yet he needed to invest in a brand new door and thats exactly what Daniel tried to explain to him. Instead of taking Daniels helpful advi ce Farhad thought Daniel was trying to cheat him because he was an immigrant. Altruism is having an unselfish interest in helping another person (King, 2010, p. 386). Daniels displaced altruism in the act of being considerate and trying to explain to Farhad that he needed to buy a new door to protect his store. Ones attitude, our feelings or opinions about people, objects and ideas (King, 2010, p. 381), can affect their behavior. Throughout the movie the attitudes the characters developed towards one another played a significant role in the decisions they made. After being denied medical assistance for his father by an African-American woman, John changed his views for all African-American women. While on duty with his partner Hansen (Ryan Phillippe), John pulled over the Thayers for performing sexual intercourse while operating a motor vehicle. Discrimination is an unjustified negative or harmful action toward a member of a group simply because the person belongs to that group (Kin g, 2010, p. 403). Since his views of African-American women were changed by one woman out of the entire population John took his aggression and frustration out on Christine by sexually harassing her in front of his partner and her husband. Obedience is the behavior that complies with the explicit demands of the individual in authority (King, 2010, p. 394). Even though Cameron knew Johns actions towards his wife was wrong he chose to be cooperative and advocate him into letting them go because he was a police officer. Don Cheadle set the atmosphere of the movie right from the beginning. He made the statement, Its the sense of touch. In any real city you walk, you know? You brush past people, people bump into you but in L.A., nobody touches you were always behind this metal and glass. I think we miss that touch so much that we CRASH into each other, just so we can feel something. Despite each characters personal ideals and beliefs about life in the end they all reconnected with each other in some way. The traumatic, life or death, events forced them to look past their stereotypes and attitudes towards one another and learn to develop some level of trust and compassion for others. Christine and John crashed together when he had to rescue her from a dangerous car accident in which she was stuck in the vehicle. His actions didnt he showed her in the beginning made Christine fear him saving her but she had to trust him. Cameron in the mist of getting robbed by Anthony and Peter crashed into Hanson who pulled the over, along with other police officers, let him go. Hanson felt sympathy for Cameron because of what John did to his wife. Anthony and Jean both overcame ethnocentrism at the end of the movie. When Jean fell down the stairs and her housekeeper Maria, a Mexican, was the only one there to help her she realized that end people outside of her race have a good heart. Anthony looked past his racial views by freeing a trunk full of Chinese families as oppose to selling them for money. Aspects of social psychology can affect ones everyday life. Ella Taylor, from L.A. Weekly, stated her reaction of the movie as one of the finest portrayals (LGE, 2005).

Capital Punishment :: Essays Papers

Capital Punishment The death penalty is the most severe penalty in the United States judicial system. It is administered only for the most brutal of crimes. Three out of every four Americans are in favor of the death penalty. Opponents believe that the death penalty constitutes cruel and unusual punishment. Because the death penalty engenders such fervid debate among interested individuals, politicians often use the controversy to garner public support. There are many pros and cons pertaining to capital punishment. In 1972, the Supreme Court abolished the death penalty because it inflicted cruel and unusual punishment in violation of the Eighth Amendment of the Constitution. The number of people executed and later found to be innocent disturbed the Court. The Court also felt that the death penalty was being unfairly applied to minorities and poor people. In 1976, after the advent of lethal injection and additional laws to protect the innocent, the Supreme Court reversed its decision and reinstated the death penalty. Many of the same arguments that were used to abolish the death penalty are still being asserted today. People favor capital punishment for numerous reasons. First, capital punishment is believed to deter crime. Criminals may think twice before committing crimes, knowing that their actions could cost them their lives. Second, the victims relatives and friends may feel greater relief and closure if the perpetrator pays for the crime with his or her own life. People close to a victim are often upset by the fact that someone who took away a loved one can continue to live and even inflict more pain by being outspoken and unapologetic. Capital punishment can relieve fears that a killer will escape or be granted parole and return to harm someone else. Third, the death penalty saves money. Why should taxpayers support vicious criminals throughout their incarceration? Why should these criminals add to the serious problem of prison overcrowding which forces less serious violators to be released before their full sentences is served? Lastly, rough justice demands that someone who takes a life should not be allowed to live his or her own life. This principle dates back to the Bible, which provides an eye for an eye. The arguments against capital punishment are equally compelling. For one, the death penalty is biased against African Americans. Statistical evidence shows that African Americans are four times more likely to receive the death penalty than Caucasians.

Gay, Lesbian and Bisexual Issues - We Must Accept Gays and Lesbians :: Argumentative Persuasive Topics

Don't Tolerate Gays and Lesbians    Tolerance. Preference. I am so sick of those words.    Why should people have to be tolerated? Tolerance should apply to annoying habits, like hearing the tapping of a pencil or cracking knuckles. People shouldn't have to be tolerated because of who they are. People shouldn't have to be put up with because of whom they wish to spend their time with.    I believe a person's sexuality is not a preference. It is not a choice or a decision. It is simply the way a person is born. Period. Some are born straight, some are born gay, and some are born loving everyone. There is no choice in the matter. One can, however, decide whether or not to live out who he or she is. Living a lie for a lifetime is not good for anyone.    I am proud of who I am. I am a teenager, and I am a lesbian. I haven't told my family yet because I am afraid of what they'll say. It's a really sad world where a daughter has to be afraid of being herself in front of her parents, but it is the world I live in.    It's a really sad world because I have to, essentially, move across an ocean to the Netherlands just to get married if I ever find a woman I wish to spend the rest of my life with. There are actually laws prohibiting homosexual marriages in the United States. In the land of freedom and opportunity, I am denied the right to love and marry as I see fit.    It's a really sad world where there are people in my generation telling me that I am wrong, that I can always go back to being straight, that I am disgusting.    Whether they're influenced by parents, religion, or other peers, I find it extremely disappointing that individuals in our nation, especially younger ones like me, can be so closed-minded and prejudiced.    My parents are the type of people who claim to be accepting of all, but really aren't. They are prejudiced against everyone - black people, Middle Eastern people, Asian people, people who talk with an accent, homosexuals - in short, everyone who isn't like them. I have learned to tune them out and ignore the cruel things that come out of their mouths.

William Blake :: essays research papers

To some people William Blake is just an ordinary man. To others, Blake is an English poet, painter, and engraver. Blake was born on November 28, 1757, in London, where he spent most of his life. He was the third of five children in his family. Blake's family was Nonconformists Protestant dissenters from the Church of England. They had Blake christened on December 11 at St. James's Church in Piccadilly. Blake's mother educated him in mere reading and writing, and he worked in a shop until the age of 14. His family ran this shop, and later his brother and he acquired the store through inheritance. Despite those misgivings, he taught himself Latin, Greek, Hebrew, French, and Italian. His English was to be often strikingly original through other people's eyes. In 1767, he wanted to become an artist at the young age of 10. In pursuit of this dream, he attended the Henry Pars Engraving School in the Strand. By 1772, he was an apprentice to an engraver, James Basire, who taught him the secr ets of the trade very well. Basire sent him to make drawings of the sculptures in Westminster Abbey, which sparked his interest in Gothic art. Blake's father was a hosier, and sent him to the Royal Academy in 1779 as an engraving student. While at school, Blake absorbed the religious symbolism and linear design characteristic of Gothic style. While studying there, he rebelled against the academic conventions of Sir Joshua Reynolds, president of the academy. Contrary to modern standards, he decided to follow the footsteps of the world-renowned artist Michelangelo and Raphael instead. Throughout his life, Blake made his money engraving things, but lived in mass poverty. On August 18, 1782, Blake married a poor illiterate girl, Catherine Boucher. Some believe she turned out to be the best companion Blake could have chosen. Blake and Catherine never had children. In 1784, Blake’s father passed away after he started his own printing press. He took his brother Robert in to live with him as an assistant pupil to relieve him from the agonies of poverty. In Blake's eyes, Robert was his son. The establishing of the printing shop helped Blake and Catherine become financially secure for rest of their lives. From that point on, he lived as an engraver and illustrator with the help of his wife and brother Robert. Once again tragedy struck, and in 1787, only shortly after beginning work, his brother Robert fell ill and passed away.

Moral Naturalists Essay

The moral naturalists believed that moral responses are a result of a long history of relationship. The naturalists argue that we observe people as they live thus one do not have to rely on metaphysics or exposure. The moral naturalists were not able to elaborate the reasons as to why morality is very important. The fact that if at all morality is natural, why are we struggling to maintain moral standards, yet it’s in the process of evolution. Moreover, the naturalist relied on science given that they related man’s morality with primates and that due to evolution, morals do change (Wikipedia. org, 2010). They argued that moral judgment is a result of intuition which makes us to come up with justifications after the facts. Moral naturalist fails in accepting that transcendence and the sacred plays a most important role in every human in the society. They consider gentleness, fairness and kindness to be moral life while neglecting awesomeness, greatness and transcendent morality satisfaction. In addition, it lays emphasis on group cohesion via cooperative virtues e. g. empathy over individual dissent which encourages strives for recognition and superiority. The moral naturalist show that religion has led to increased cases of abortion, murder, suicide and sexual immorality which in the real sense are not the case (Brooks, 2010). They support their view by arguing that belief and worship of God is unnecessary for healthy society in view of the fact that it contribute to many social problems. In support for Brooks against moral naturalism, its evidenced that each community have got different beliefs and coming up with a common moral for all society it can prove to be disastrous. This is because the motivating factor that makes a person to do what is right or wrong is what accounts for morality. This study contrast religious believers’ attitude that religion is the best in fostering moral and ethical behaviors for a healthy society. On the other hand, the religious groups believe that religion has got many benefits to the society for it helps in dealing with crime, and all other vices in the society thus lowering them and offering social beneficial. Furthermore, the study analysis shows that devotion of religious believers contribute to many ills in the society which according to Christians and other believers is not true for they consider religion as a source of blessings to their society for it carries God blessings. The moral naturalist’s favors secularism that it is more effective in securing social cohesion and non-violent resolution in the society of conflict unlike religious believers on the ground that moral order is not instituted on religion. The religious naturalist focuses on the real meaning of life. They claim that the world should be understood in religious way without a detailed system of beliefs. They endeavor to ensure that human need to value their lives and also recognize that they are part of nature. Thus they should accept science for it tries to provide reliable information about nature and the world at large. The moral naturalist claims that the religious believers have got a strong sense of right and wrong making them to indulge in vices like the secular ones. And that some religion grants people doors for committing crimes like the terrorist Muslims who blow themselves up with confidence that by so doing they will go straight to paradise. This is another shortcoming of the moral naturalist given that religious believer do have a common moral on knowing what is wrong and right since they have a moral compass from their creator (MST, 2010). When one act contrary to morality, he becomes blasphemous and thus evolved intuitions do not guarantee the right or consistence answers to any moral dilemma. The Americans do not agree with these scientific claims of morality. Most of them especially those who support Christianity support consider religion to be the promoters of morals leading to a decent society which is free from any sort of wickedness. Moreover, the theory can not find access to the American society given that most of them are Christians who believe in the existence of God. Though the scientist argue that morality is a biological adaptation and yet people are steered by their deepest cares and concerns. The study of scientist on countries with the lowest social ills revealed that non religious nation had less cases of social ills compared to religious nation, they concluded that religious belief is the main contributor of social evils (Hauser & Singer, 2005). In addition, most informed Americans will not agree to the naturalist theoretical emphasis that human morality has evolved together with those of other primates. Given that naturalism involves a deep respect to science methodology which can be proved wrong or right depending on the argument posed. Naturalism therefore can’t be a substantive proposal for it’s a result of science. In addition, attention will only be paid on what is morally upright to the society and not what scientists are trying to imply (Wisdomresearch. org, 2010). Rationality is to be the key concern of the Americans in ensuring morality has been maintained in the society hence much attention is left out of naturalism on the ground of it being just a research program and not real. Works cited Brooks, David. The Moral Naturalists, 2010. Retrieved on 1st August 2010 from, http://www. nytimes. com/2010/07/23/opinion/23brooks. html? _r=2&ref=davidbrooks Hauser, M. & Singer, P. (n d). Morality without Religion. Retrieved on 1st August 2010 from, http://www. wjh. harvard. edu/~mnkylab/publications/recent/HauserSingerMoralRelig05. pdf MST, Participation in the MST, 2010. Retrieved on 1st August 2010 from, http://wjh1. wjh. harvard. edu/~moral/test. php Wikipedia. org, Religious Naturalism, 2010. Retrieved on 1st August 2010 from, http://en. wikipedia. org/wiki/Religious_naturalism Wisdomresearch. org, Defining Wisdom, 2010. Retrieved on 1st August 2010 from, http://wisdomresearch. org/Arete/GreeneVideo. aspx

The life history anthropological perspective

An interview I had with my brother turned out to be very unusual that is to my surprise it was, for me, a new revelation of his inner self. The whole session became personal and sensitive. I came to know a new person, whom I did not know earlier, in him. That is about his condition and experiences of having muscular dystrophy. His perils and his optimistic views, in spite of struggling with the disabilities. It was astonishing to learn that after my thoughts of how I know him so well because he is my brother, there are still a lot of things that I do not know about him. This interview has definitely introduced me to a new person in my brother. The life history anthropological perspective At the age of 6, he was diagnosed with muscular dystrophy. The diagnosing of this situation in him was a hard one for mother to accept. She had always kept this factor to her heart and made sure he never even feel that he was sick. She tried and the rhythm of his routine was as normal as anyone else of the same age. At the same time the frustration of not being able to do whatever he wanted made him angry at everything in the beginning. He slowly began to realize that he could still have nice feelings. And that is where he could still try to do everything what the other kids did. The dramatic end they had was often embarrassing but he found them to be great fun. This concept of having fun in the awesome and dramatic eventualities of an other ways routine for a kid of his age seems to me as the first step of his finding the life meaning full. The perils of his condition took deeply toll of him. Its true that I have seen most of him in my life, this interview gave me a new perspective of him. The high school, like any other kid, was interesting to him. The presence of his brother was a solace. Brother had to live two years earlier than he did. That was the time he felt bad about the saying â€Å"Oh, yet defend me, friends; I am but hurt†. (Alexander, p 1071) He even thought at the end of his high school that the high school was waste of time. I have a strong feeling that the lack of friends, after having to sit with older kids when his brother was there, made him lonelier than one could ever feel. A pretty librarian’s company was too limited an entertainment for boy of that age. His mindset, by the time he left the high school, might have greatly been influenced by the fact that he was a disabled, unlike other kids. It can be termed as the greatest disaster that happened in his life with the unhealthy Physical condition he suffered from. Having met death face to face with pneumonia at the age of 23, he realizes the need of living life to the fullest. However this realization seems to be the positive out put completely derived from the life threatening situations he went through. I would say it was a therapeutic experience for the both of us because somehow after that interview, he felt good having to share all his thoughts and feelings to someone who he can trust and depend on. In addition, for me I felt as if something good and special came out of it – within my self as a person and between the both of us and our relationship as family. From the first question alone, I was really dazed that he was willing to open up like that with regards to his diagnosis and learning from the doctors that he would not be able to live to see his twentieth year. His courage and strength really shows up by how he handles and is still handling his condition. His openness to me, freely sharing the inner most feelings of his struggles, was really to be considered as an advantage to me because we had an intimacy of being the same family. My brother was open to the entire experience. It was not difficult to convince him to go through with a personal interview with me. He actually enjoyed it because he knew he was helping me out and he really liked the idea of reflecting on past events and experiences that he had in his life. He prides me with joy knowing that he is not the kind of person who gives up. He was able to defeat his worries and fears and still made great efforts to do what most children did at his age from very early in his life. The interview has greatly changed our relationship as siblings. First, we know we have gotten closer because now I feel like I have evaded the person in him that I did not know all these years. My brother has opened up as new person himself. The moral of the  Story is that it has developed in me a sense of self-acceptance. The conversation with him has taught me to accept and take things as they come.   Brushing aside all the limitations, he has the confidence to tell me that that there are a lot of things to do and that he wanted to live his life to the fullest makes me look at myself and rethink what my problems are and what my mindset was. The world we live in has a lot more problems for its people. A lot of people complain about things, just like the poor boy complaining that ‘I have no shoes, I have no shoes.’ Until, he saw a man with no legs. If we as normal people complain about our lives and not having to succeed in situations where we want to accomplish many tasks, I guess we should think about those who unwillingly have disabilities, such as muscular dystrophy. My brother’s out look towards life was one of great self-esteem and acceptance but the conversation gave me great cultural insight as compassionate side, in me sparked off like a matchstick. Everything that he said I took note off and from them I draw my inspiration in reinventing my life, and am compassionate in my society. I took note of his words as he said you’d never be able to make anyone else happy if you can’t look at yourself in the mirror and be happy at what you see. Reference Alexander, Peter (1985) A book on complete works of Shakespeare. English language book society.      

Integration of Aristotle’s Four Causes and Ego Psychology Essay

Ego Psychology Theory is based on Freud’s structure of mind model of identity, ego, and superego elaborated in more detail. Individuals have different ego controlling between primitive drives and realities. Individuals always deal with identities, drives and egos. However, if one has good control with ego, they can express their desire, drives and morals in realistic and socially appropriate ways. If failed, one confronts difficulties such as conflict with inner self and loss of mature interpersonal relationship. However, throughout lifetime, individuals change their feelings and behaviors to better fit their needs or minimize their conflict between primitive drives and realities. The material cause for ego psychology is identity and ego. Individuals are born with primitive drives, sexual desires, and egos which enable to organize their identity, drives and synthesize judgment, defined as decisions toward another in feelings, or to be aware of drives that affects feelings in accord with reality. In other words, ego can give a right direction for or control identity drives, whether it is satisfied or not in light of reality. The formal cause of ego psychology is ego development which is follows by means of the individual’s needs, e. g. , affiliation with others, learning, etc. Hartmann says that we must develop â€Å"autonomous ego-development† (Hartmann, 1958, p, 101). The ego must be understood in relation with the individual’s needs and drives, traits, expectations, and values. According to Hartmann, people’s defense mechanism develop their ego. Hartmann pointed out that â€Å"the defense processes may simultaneously serve both the control of instinctual drive and adaptation to the external world. † (Hartmann, 1958, p. 51) The efficient cause is adaptation – â€Å"reality mastering† and a reciprocated relationship between an individual and his or her environment. The outcome of successful adaptation implies â€Å"fitting together† (Hartmann 1958, p, 36). If individuals overcome their conflicts, they are lead to their functions which are more or less closely related to the perceive reality. Therefore, successful adaptation embeds an individual in an environment. Also, it solves conflict among individual needs, capacities, and their environments due to the complicated tendencies of defensive egos. In early stages the ego is focused on differentiating itself from others and on affirming its separate existence though expression of drives. Later, the individuals begin to learn rules of conduct to follow in order to avoid group criticism (Martin,1981). The impact of interpersonal and environmental factors is thought to be crucial to the evolution of mature ego functions during the lifelong developmental process. The final cause of ego psychology is to find better adaptation and sustain ego function with regard to individual needs to adapt to their environments, drives, traits, and expectations. Other manifestations of social functioning problems and self regulation and control of drives affect other people’s perceptions is central to the development of an individual’s behaviors and are appropriate in certain circumstances. People, because of their inevitable and requisite relationship with the world, are subject to change their attitudes, behaviors, and even their egos in order to cope with the changes and demands of other people around them and in the group they belong in. References Irving M. Rosen. (1968) Ego psychology of the adult years.Journal of Religion and Health, Volume 7, Number 3 PDF (243. 6 KB) Retrieved May 2, 2008, from SpringerLink database. Hartmann, Heinz. (1958) Ego psychology and the problem of adaptation. New York, NY: International Universities Press. Martin A, James. (2000) Ego psychology notes. Retrieved Apr. 2, 2008, from http://www. brynmawr. edu/Acads/GSSW/jam/switr/991415. htm Martin, Grotjahn. (1981) The therapeutic group process in the light of developmental ego Psychology. Group, Volume 5. Retrieved May 2, 2008, from SpringerLink database.

Foreign Literature Essay

Youth marketing is a term used in the marketing and advertising industry to describe activities to communicate with young people, typically in the age range of 12 to 34. More specifically, there is the tween marketing, targeting people in the 8 to 12 year-old range, teen marketing, targeting people age 13 to 19, college marketing, targeting college-age consumers, typically ages 18 to 23, young adult marketing, targeting young professionals, typically ages 22 and above The youth market is critical because of the demographic’s buying power and its members’ influence on the spending of family members. In addition, teens and young adults often set trends that are adopted by other demographic groups. The youth market is viewed as a difficult group to connect with and sell to, based on the fragmented media landscape and young people’s keen ability to identify and reject marketing messages that lack credibility. Nonetheless, many brands market to youth by offering relevant products and services while communicating a brand message in an appropriate voice and tone. Successful brands marketing to youth have a foundation in or association with key interests and drivers among youth: music, sports, fashion, video gaming and technology, among others. While frowned upon for preteens and younger teens, another common way advertisers target the older youth market is through product placement. Product placement occurs when a brand name product appears in a medium not necessarily related to the product itself. Companies often pay for their products to be placed in a movie or on a television show. This act, while not an overt form of advertising, seeks to target youth in a subtle manner. Youth marketing strategies commonly include television advertising, magazine advertising and online marketing. Today young people expect to be able to learn about, interact and be entertained with brands or services targeting them online. Other common youth marketing tactics include entertainment marketing, music marketing, sports marketing, event marketing, viral marketing, school and college programs, product sampling and influencer marketing. Examples of brands embraced by youth and used as examples in marketing cases are: Vans Footwear, it used youth marketing tactics to grow from a niche sneaker brand to a successful international business and Mountain Dew, a well- known soft drink brand that expanded market share through youth marketing tactics in the 1990s. Consumer behavior and attitude towards youth marketing This section possibly contains original research. Please improve it by verifying the claims made and adding inline citations. Statements consisting only of original research may be removed. (February 2012) Since the 1980s, the marketing industry has seen an increase in research as well as an increase in spending. The marketing industry’s budget in 1992 was $6 billion and by 2003 this figure had risen to an estimated[by whom?] $15 billion in marketing efforts. According to Tim Kasser of Knox College, there is little that is known about youth marketing opinion. He states that since the late 1990s there have only been two large-scale opinion surveys conducted. The first of these surveys was sponsored by Center for a New American Dream, which consisted of 400 random parents nationwide. The second was sponsored by power exchange and took its survey participants from people who make a living off of youth marketing. The purpose of this survey was to assess a participant’s attitude towards a variety of youth marketing issues. Respondents to the survey were asked a range of questions regarding the ethics of youth marketing. The public opinion on youth marketing ethics according to this survey was mostly negative. An overwhelming 78% of respondents agreed that the current practices used in youth marketing were harmful to children, whereas 3.7% believed that the current practices were fine the way they were, while the remaining 85.1% didn’t believe that youth marketing had any ethics. The results of this survey shed light on youth marketing’s pros and cons. But this survey has shown that respondents clearly view the current tactics being used as potentially harmful and in need of structure.[citation needed] By the end of this survey, Tim Kasser concluded that a large portion of respondents to his survey felt that youth marketing morals were unacceptable and that they contributed to a range of youth-oriented problems. Also he found that marketing that took place in public schools was unacceptable and that governmental regulations should be put in place to prevent marketing groups from advertising to eight-year-olds. Even though this is just the tip of the iceberg,[according to whom?] talks on youth marketing have been ongoing; there have been few changes to policy or law in regards to marketing to youth. The results of the survey done by Tim Kasser suggest that people are ready to change public policy and legal initiatives in regards to these issues.[2] Youth trends On the other end of the youth marketing spectrum, you[who?] could say that the traditional definition of â€Å"youth† doesn’t really exist. This assumption was based upon consumer behavior in a study done by Viacom Brand Solutions International called the â€Å"Golden Age of Youth†. This case study was designed to focus on adults from 18 to 34 years old who primarily delayed their adult responsibilities in favor of staying younger in all aspects of life. According to this study, 16- to 19-year-olds are considered to be going through the discovery period. As people grow older they usually phase out of the discovery period and into the experimentation period, when they hit the age range of 20 to 24 years old. Usually those that don’t fit into the groups above are part of the golden category, which consists of anyone 24 to 34. Some of the key results that were produced from this case study were that 24–34-year-olds usually don’t respond to the same marketing techniques as teens and those that think so are being fooled, whereas in reality only 8% in the study were actually true teenagers. It also showed that the golden youth were the happiest out of all the categories and drawn towards expensive brands compared to teens. Based on the categories provided by Viacom and the results of the case study, it goes to show that over 52% of adults from 25 to 34 still have a lot of growing up to do. Youth trends are part of an environment pertaining to information that we[who?] know as youth marketing and is rapidly evolving and is interconnected with the evolution of transmission systems and content quality.[citation needed] It is easy to give very little weight to these new trends that are evolving in this information environment, but these changes should not be taken lightly[according to whom?] because it will affect how youth communicate and absorb this information. These changes can easily be shown through various media such as smart phones or social networking sites like Facebook, allowing youth marketing to occur on a sensory level. Morals and education of marketers: Youth marketing is under increased scrutiny by many public-oriented establishments such as government agencies, academia, and the media.[citation needed] The increased inquiry into the marketing industry has occurred because of the increased commercialism towards kids and marketing in schools. These are just a few of the ideas that have become more saturated in mainstream society.[citation needed] Recently[when?] in youth marketing there has been much information and misinformation on this topic despite the issue of youth marketing. In regards to the public opinion of youth marketing, one side that has not been represented is that of the youth marketing industry. This point of view is crucial[according to whom?] to understanding the basics to making positive progress on issues related to youth marketing. John C. Geraci, who wrote the article â€Å"What do youth marketers think of selling to kids?†, gives an insight as to the mindset of those working in this industry by conducting an online polling. This polling consisted of 878 interviews each around 30 minutes. The interview covered topics such as educational background to ethics in youth marketing. According to the polling, those that work in youth-oriented careers are 92% more likely to have a four-year degree and less likely to have academic skills specifically for dealing with children. Most of these people also feel that the ethical standards are on par with other industries. But at the same time they feel that ethics can be a matter of intentions and not results. Usually companies will invest time in producing ad campaigns and products to make sure they are suitable for a youth-oriented market, which means that these ideas can easily be turned over because they are deemed not suitable. In addition, they usually spend large sums of money on market research to ensure products have some educational value for youth and are acceptable to those buying the products.[citation needed] Most ethical procedures in the youth marketing industry occur behind office walls and are usually not seen by the public, media, or politicians, which means that problems that arise with youth marketing don’t originate from the people creating the ads but are the result of multiple causes. For example, childhood obesity has not been caused by one ad or product brought out by a marketing company. But it is a health concern that has developed due to multiple factors, that influence how the public reacts to certain ads and products brought out by these companies. Youth consumer behavior The Internet has ushered in a new digital media culture that allows different forms of media to converge. What once used to be multiple separate devices such as a telephone, television, or computer are now able to converge as one form of technology. Smart phones are the perfect example[according to whom?] of this hybrid technology that the new digital media culture has ushered in. As early adopters of new technologies, the youth in many ways are the defining users of the digital media that are embracing this new culture. â€Å"The burgeoning digital marketplace has spawned a new generation of market research companies which are introducing an entire lexicon of marketing concepts (e.g., â€Å"viral marketing,† â€Å"discovery marketing†) to describe some of the unorthodox methods for influencing brand loyalty and purchasing decisions.† The research that is done on youth marketing quickly becomes outdated by the time it’s published as a result of the growth of digital media as educators and health professionals continue to get a grasp on the situation. Youth advertising is an important determinant of consumer behavior; it has been shown to have an influence on a youths’ product preference and purchase requests. There are some scientists[who?] that believe studying youth consumer behavior is a negative thing because it impacts their beliefs, values, and moral judgments. They argue this because they believe that youth are more influenced by advertising messages than adults are. Advertising impacts usually are conducted by focusing on three specific effects: cognitive, behavioral, and affective. Usually cognitive effect studies are more focused on children’s abilities to distinguish commercials from reality and their ability to understand the difference between the two. When cognitive studies are being done they will follow Piaget’s theory to track the concrete development of children. Piaget’s theory is divided into stages; these stages are known as the pre-operational and concrete operational stage. The first stage focuses on the age group of 2- to 7-year-olds whereas the second focuses on 7- to 12-year-olds. On the other hand, there are some scientists[who?] that believe youth marketing is a good thing because it helps to define who they are as a consumer. On that note, it has been proven that requests by youth for advertised products decrease as they mature (1,14,24,26). Youth-oriented audiences tend to become more critical about their purchases and less susceptible to media advertising as they grow up. Gender also tends to have a role in a youth’s thought process when requesting an advertised product. In most cases, boys are more persistent in their requests than girls. Other factors that may co-determine children’s consumer behavior include socioeconomic level of the family, frequency and kind of parent–child interaction, and involvement with peer groups. These are just a few of the issues regarding youth consumer behavior and it is not going on in just our country[clarification needed] but in other countries as well such as the Netherlands. The Netherlands is a perfect example[according to whom?] to show how youth marketing is viewed in another country. In the Netherlands youth advertising may not mislead about characteristics or the price of the product in addition to this products aimed at children cannot have too much authority or trust amongst children. But there are loopholes in the way the Netherlands protects children from direct youth marketing. These loopholes usually question concepts such as â€Å"misleading†, â€Å"authority†, and â€Å"trust†. Social responsibility and how it affects consumer behavior Studies of social adolescents in social marketing media are usually concerned with activities that have heavy consequences. For example things like smoking, violent entertainment, alcohol abuse, and fast food consumption are all things that are negatively going to affect a young consumer’s consumption behavior. Recently though the de-marketing of these harmful behaviors has started to occur slowly over the years, the focus of social and youth marketing has shifted from reinforcing positive behavior in favor of discouraging abusive behaviors. Since social and youth marketing are trying to head in this direction it indicates to the industry that youth marketing can be used for positive benefits. For example, rather than just a company associating itself with a non-profit or global aid organization is easy to understand. But youth more often than not want to actively get engaged in experiences that directly affect the world such as world hunger for example. Which indicates that companies should not just associate themselves with non-profit but actually offer their own non-profit experiences that young consumers can get involved with. Overall this idea and how it relates to youth marketing might seem a bit abstract[according to whom?] but it potentially links to a young consumer’s behavior. This idea of creating cause-related experiences is important for the industry to take note of when it comes to youth marketing. By influencing a young consumer view of a specific company as a well known supporter of a positive non-profit can create brand loyalty beyond traditional brand utilities. This loyalty to the brand in a sense makes the volunteer or youth-oriented customer are aiding in the production of more loyal customers to the brand. In the long run, these non-effort opportunities can become embedded in a generation and become self-producing for the company as long as they maintain the events that cause consumer loyalty. Real-world examples In order to understand the public’s opinion on youth marketing, one must be able to understand the experiences that each generation has been exposed to while growing up. Generation Y is very similar to the baby boomer generation especially at different points in life. So it is essential to see what experiences each generation has experienced while growing up. But different formative experiences affect each person of Generation Y. For example, the events that made the biggest impression on members of Generation Y who graduated from school in 2000 were Columbine, the war in Kosovo, and Princess Diana’s death.[8] Targeting the Demographic Social Status and Brand Loyalty Products and brands with Social Power encompass the notion that â€Å"Corporate cool hunters are searching for teens that have the respect, trust, and admiration of their friends.† The American Psychological Association said, â€Å"Advertisers understand the teen’s desire to be â€Å"cool,† and manipulate it to sell their wares, a concept that’s been offered to marketers by psychologists including James McNeal, PhD. Marketers assume a silent role as manipulators and the role they manage to play is not only in the purchases of teens but also in the social statuses of teens. A key aspect to youth marketing or any targeted demographic marketing is that these products are supposed to fulfill the needs or desires of the consumer. A large portion of sales promotion is dedicated to accomplishing this. However, according to Ainsworth Anthony Bailey of University of Toledo in â€Å"The Interplay of Social Influence and Nature of Fulfillment: Effects on Consumer Attitudes,† not much of this research has focused on non-fulfillment of promotional promises which in turn, breaks the trust of the consumer and hurts the entire image of the brand and its product. The role of brand loyalty and/or belonging to a brand becomes a primary act for the young consumers. Promotion is always positive; commodities are presented as the road to happiness. In short, advertising uses existing values and symbols rather than reflecting them. Child psychologist, Allen Kanner states that, â€Å"The problem, is that marketers manipulate that attraction, encouraging teens to use materialistic values to define who they are and aren’t.† It’s key that we acknowledge the need for teens to not only identify but to let the brand identify them. It’s what feeds into the notion that Marketing and Branding effects teen consumerism. Salancik & Pfeffer’s (1978) Social information processing theory addresses mechanisms by which peers influence individuals’ behavior and attitudes. According to this theory, social information consists of comments and observations made by people whose views an individual considers relevant. The literature on social influence suggests that this could impact consumers’ perceptions. Classroom According to the Media Awareness Network, a huge space where young adults can be targeted is in the setting of education or classroom. Whether it be through sponsored health educational assemblies, or as simple as the vending machines in the lunch room, or contests/incentive programs, and the companies that supply the schools with new technologies such as Mac computers. The academic setting becomes a prime marketing tool in reaching our youth because the classroom provides a captive audience for any product or brand to be modeled in front of. One example that the Media Awareness Network provides to explain how the academic environment can be used to silently speak and market to the youth is contests and incentive programs like the Pizza Hut reading incentives program in which children receive certificates for free pizza if they achieve a monthly reading goal. Similarly, Campbell’s Labels for Education project, in which Campbell provides educational resources for schools in exchange for soup labels collected by students. Internet According to the director of Saatchi & Saatchi Interactive, â€Å"This is a medium for advertisers that is unprecedented†¦ there’s probably no other product or service that we can think of that is like it in terms of capturing kids’ interest.† Advertisers reach the young demographic by eliciting personal information. It’s as easy as getting them to fill out quick, simple surveys prior to playing these games. They offer prizes such as T-shirts for filling in â€Å"lengthy profiles that ask for purchasing behavior, preferences and information on other family members.† Advertisers, then take the information they obtain from these polls and surveys to â€Å"craft individualized messages and ads† in order to draw and hook them into a world centered around a certain product or brand. The ads that surround the individual in these â€Å"cyber worlds† are meant to keep a firm grip on each individual. It provides the setting for them to be completely consumed by the advertisers messages, products, and brands around them. These games are not just games. They’re â€Å"advergames†, CBS News correspondent John Blackstone reports for â€Å"Gotta Have It: The Hard Sell To Kids.† Advergames allow for marketers to incorporate brands and products into a game-like setting where the child playing it, is exposed constantly to these brands and products. A 10-year old girl who was interviewed by CBS, says she can score with Skittles, race with Chips Ahoy or hang out with SpongeBob. â€Å"You think about that 30-second commercial, basically a lot of those games are pretty fun to play and kids really get engaged in them,† Ted Lempert, president of Children Now, a group that has successfully pushed for limits on TV advertising to kids, says. â€Å"So really it ends up becoming a 30-minute commercial.† Kids in an Adult World The influence that our youth have on purchases made in a household are extremely high, shockingly, even on high-end items such as what vehicle the family decides to purchase. For example, one study estimated that children influenced $9 billion worth of car sales in 1994. One car dealer explains: â€Å"Sometimes, the child literally is our customer. I have watched the child pick out the car.†[12] According to, James U. McNeal, author of â€Å"Kids as Customers: A Handbook of Marketing to Children,† car manufacturers cannot afford to ignore the children in their marketing. Nissan is one of many companies know to do this. They sponsor the American Youth Soccer Organization and a traveling geography exhibit in order to promote and get eyes on their brand name and logo in child-friendly settings. There’s analysis of the process of the development of a child and how it relates to how marketers know they can have a great deal of power in the field of persuasion on them at such young ages. At the age of five or six, children have trouble distinguishing fantasy from reality and make-believe from lying. They do not distinguish programs from ads, and may even prefer the ads. Between seven and ten years-old, children are most vulnerable to â€Å"televised manipulation†. At age seven, the child can usually distinguish reality from fantasy, and at nine, he or she might suspect deception. This could come from any personal experience where products have turned out not to be as advertised. However, they cannot fully decipher this logic and continue to have â€Å"high hopes† for future products produced by a particular brand. By the age of ten, the individual starts to have a cynical perception of ads, in that â€Å"ads always lie†. Around eleven or twelve, a toleration of adults lying in advertisements starts to develop. At this stage, it’s the true coming of the adolescent’s â€Å"enculturation† into a system of social hypocrisy. Product Placement Product placement, or embedded marketing, is a form of advertisement, where branded goods or services are placed in a context usually devoid of ads, such as movies, music videos, the story line of television shows, or news programs. The product placement is often not disclosed at the time that the good or service is featured. Factors Affecting Consumer Behavior Consumer behavior refers to the selection, purchase and consumption of goods and services for the satisfaction of their wants. There are different processes involved in the consumer behavior. Initially the consumer tries to find what commodities he would like to consume, then he selects only those commodities that promise greater utility. After selecting the commodities, the consumer makes an estimate of the available money which he can spend. Lastly, the consumer analyzes the prevailing prices of commodities and takes the decision about the commodities he should consume. Meanwhile, there are various other factors influencing the purchases of consumer such as social, cultural, personal and psychological. The explanation of these factors is given below. 1. Cultural Factors Consumer behavior is deeply influenced by cultural factors such as: buyer culture, subculture, and social class. Culture Basically, culture is the part of every society and is the important cause of person wants and behavior. The influence of culture on buying behavior varies from country to country therefore marketers have to be very careful in analyzing the culture of different groups, regions or even countries. Subculture Each culture contains different subcultures such as religions, nationalities, geographic regions, racial groups etc. Marketers can use these groups by segmenting the market into various small portions. For example marketers can design products according to the needs of a particular geographic group. Social Class Every society possesses some form of social class which is important to the marketers because the buying behavior of people in a given social class is similar. In this way marketing activities could be tailored according to different social classes. Here we should note that social class is not only determined by income but there are various other factors as well such as: wealth, education, occupation etc. 2. Social Factors Social factors also impact the buying behavior of consumers. The important social factors are: reference groups, family, role and status. Reference Groups Reference groups have potential in forming a person attitude or behavior. The impact of reference groups varies across products and brands. For example if the product is visible such as dress, shoes, car etc then the influence of reference groups will be high. Reference groups also include opinion leader (a person who influences other because of his special skill, knowledge or other characteristics). Family Buyer behavior is strongly influenced by the member of a family. Therefore marketers are trying to find the roles and influence of the husband, wife and children. If the buying decision of a particular product is influenced by wife then the marketers will try to target the women in their advertisement. Here we should note that buying roles change with change in consumer lifestyles. Roles and Status Each person possesses different roles and status in the society depending upon the groups, clubs, family, organization etc. to which he belongs. For example a woman is working in an organization as finance manager. Now she is playing two roles, one of finance manager and other of mother. Therefore her buying decisions will be influenced by her role and status. 3. Personal Factors Personal factors can also affect the consumer behavior. Some of the important personal factors that influence the buying behavior are: lifestyle, economic situation, occupation, age, personality and self concept. Age Age and life-cycle have potential impact on the consumer buying behavior. It is obvious that the consumers change the purchase of goods and services with the passage of time. Family life-cycle consists of different stages such young singles, married couples, unmarried couples etc which help marketers to develop appropriate products for each stage. Occupation The occupation of a person has significant impact on his buying behavior. For example a marketing manager of an organization will try to purchase business suits, whereas a low level worker in the same organization will purchase rugged work clothes. Economic Situation Consumer economic situation has great influence on his buying behavior. If the income and savings of a customer is high then he will purchase more expensive products. On the other hand, a person with low income and savings will purchase inexpensive products. Lifestyle Lifestyle of customers is another import factor affecting the consumer buying behavior. Lifestyle refers to the way a person lives in a society and is expressed by the things in his/her surroundings. It is determined by customer interests, opinions, activities etc and shapes his whole pattern of acting and interacting in the world. Personality Personality changes from person to person, time to time and place to place. Therefore it can greatly influence the buying behavior of customers. Actually, Personality is not what one wears; rather it is the totality of behavior of a man in different circumstances. It has different characteristics such as: dominance, aggressiveness, self-confidence etc which can be useful to determine the consumer behavior for particular product or service. 4. Psychological Factors There are four important psychological factors affecting the consumer buying behavior. These are: perception, motivation, learning, beliefs and attitudes. Motivation The level of motivation also affects the buying behavior of customers. Every person has different needs such as physiological needs, biological needs, social needs etc. The nature of the needs is that, some of them are most pressing while others are least pressing. Therefore a need becomes a motive when it is more pressing to direct the person to seek satisfaction. Perception Selecting, organizing and interpreting information in a way to produce a meaningful experience of the world is called perception. There are three different perceptual processes which are selective attention, selective distortion and selective retention. In case of selective attention, marketers try to attract the customer attention. Whereas, in case of selective distortion, customers try to interpret the information in a way that will support what the customers already believe. Similarly, in case of selective retention, marketers try to retain information that supports their beliefs. Beliefs and Attitudes Customer possesses specific belief and attitude towards various products. Since such beliefs and attitudes make up brand image and affect consumer buying behavior therefore marketers are interested in them. Marketers can change the beliefs and attitudes of customers by launching special campaigns in this regard. View as multi-pages

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