Teratogen Psychological Effect on Fetal Development

1 The course of pregnancy is both very rewarding and challenging. The end result is a beautiful creation and enjoinment of two people. The fragile aspect of newborn life is not the first time a mother faces protecting the child. The beginning of a successful foundation for life starts the second a women becomes pregnant. Prenatally, many different toxins can create issues surrounding the physical and mental development of a baby. Some of the toxins are very obvious, where many fly under the radar. The toxins a pregnant woman takes in may cause issues with the development of a child. Awareness about the possibility of teratogens causing development issues is needed to ensure a safe, normal, and sociable future for the children. When†¦show more content†¦Fetal alcohol Syndrome is one of the most prevalent disorders known to cause mental and development problems in babies whose mothers drink excessively during pregnancy. The use of excessive alcohol during pregnancy is t he sole cause of FAS. A less severe form of FAS is Fetal Alcohol Effects. FAE is when alcohol is moderately used during pregnancy. The effects are usually not as bad, but still have an effect on the baby’s development. Since the consumption of alcohol is the responsible factor for the defects and psychological issues, not drinking ensures a child will not get the syndrome. The total preventability of FAS makes it hard to believe that children still get the syndrome. But, with that said, women who are alcoholics are sick themselves and stopping because they know it will corrupt the development of their babies is not sometimes enough. The dangerousness of consuming alcohol during pregnancy starts in the early stage of development. When the mother drinks excessively during the organ developmental stage, the physical malformation especially in facial features begins. FAS children have very noticeable facial features that are directly related to the alcohol. The period of time when a mother drinks excessively can also affect the central nervous system that causes the neurological and mental problems. Central nervous systemShow MoreRelatedNature Nurture Debate922 Words   |  4 Pagesexperience. Nevertheless, this extreme way of thinking is now long outdated, and it is clear that both nature and nurture have great effect on our intellectual development. The question now lies in just how much impact each has on an individual. However, the specifics in this debate are often lacking in regard to the very important environmental variables. These psychological variables, such as parental attention or early introduction to reading are undeniably influential, yet features of the physicalRead MoreThe Responsibility of Becoming Parents1506 Words   |  7 Pageschild prenatal development, which will later have some alarming consequences on the child’s postnatal and adult life. What the mother do during her pregnancy affects many processes that are li nk to the development of the child in general. Therefore it is the parents’ responsibilities to detect and eliminate any hazard condition and prevent any illnesses, which may indirectly affect the unborn child. There are many environmental factors that can affect the prenatal development of a child. TheseRead MoreMental Illness : An Essential Time For Neurobiological Development1364 Words   |  6 Pagesinfluence the development of mental illness. 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Unlike the report in 1968 that wasn’t a success, this report in the British medical journal, The Lancet, triggered a great amount of reporters of Fetal AlcoholRead MoreThe Theory Of Human Life Development Essay1576 Words   |  7 Pagesmultidisciplinary aspects of development that encompass and influence someone’s life, whether it be biological, socioemotional or c ognitive. We have many concepts of gauging an individual’s age including psychological, biological, social and most commonly used or expressed, chronological. These concepts together, including social, economic, cultural and chronological similarities and differences, make up our developmental timeline, with everyone’s being unique. Theories on development to make sense of such

Porter s Five Forces Analysis - 2045 Words

TABLE 2: PORTER S FIVE FORCES ANALYSIS Threat of New Entrants Threat of Substitution Threat of new entrants is high, as the consumer preferences for the healthy menu is growing in the industry. The threat of substitution is moderate to high, based on the consumer choices of the brand. The economic factors and the target marketing strategies of the brands play important role in encouraging the threat of substitution. Competitive Rivalry The competitive rivalry is high due to the emergence of the number of competitors in the industry. Though, the regulations for the safety and health considerations have increased, but the presences of the broader customer markets have lowered the entry barriers. Bargaining Power of Buyers Bargaining Power of Suppliers The bargaining power of the buyers (consumers) is high, based on the increasing number of the competitors, substitutes, and the fluctuations in the consumer behavior, preferences, and demands. The bargaining power of the suppliers is moderate in the fast food industry. In case of McDonald, the chain is having potential and loyal suppliers, and the wide distribution, based on franchised structure also supports the supplier businesses. MARKETING PLAN MARKETING OBJECTIVES To increase the global market share by 20%, within two years after the launch of the healthier food menu. To increase the profitability share by 30% within one year sale of the healthier food menu items. To increase the promotions by 20% forShow MoreRelatedPorter s Five Force Analysis1465 Words   |  6 PagesMichael Porter s five force analysis of Starbucks coffee shows the intensity of the five strengths of the firm, and the bases of these powers. Starbucks coffee s prosperity shows its viability in tending to these outside elements in its industrial surroundings. However, this five forces investigation highlights current industry conditions that force present and developing concerns significant to Starbucks Coffee s business. Following are the five forces of Michael Porter s model. These five forcesRead MorePorter s Five Forces Analysis926 Words   |  4 Pagesapplied to factors driving profitability of an industry was Porter’s Five Forces Model. As t he name implies, the level of competitive intensity within an industry from five specific sources determines attractiveness of an industry to potential entrants. Porter developed Five Forces Analysis in response to SWOT analysis, a model he found too vague. Porter s Five Forces include three forces from horizontal competition and two forces from vertical competition: horizontally, the threat of substituteRead MorePorter s Five Forces Model Analysis Essay2575 Words   |  11 Pages PORTER S FIVE FORCE MODEL ANALYSIS Name: Institution: Course: Date: Porter s Five Forces Model Analysis Introduction Porter’s five forces model was developed by Michael Porter in 1980 as a technique for industry analysis. An industry consists of a group of firms which are involved in the production of commodities which are close substitutes for one another. Essentially the five forces model provides corporations with a means of analyzing their fellow competitors within the market (PorterRead MoreAnalysis Of Porter s Five Forces Model1757 Words   |  8 Pagescompanies grow in revenues and profits. Why is this so? FIVE FORCES MODEL Until recently, Porter’s Five Forces Model was the dominant theory applied to factors driving competitive forces in an industry. It hypothesizes that the level of competitive intensity within an industry arises from five specific sources in determining attractiveness of an industry to potential entrants. Porter developed Five Forces Analysis in response to SWOT analysis, a model he found too vague. In this economic model, whileRead MoreSwot Analysis And Porter s Five Forces Of Competition1379 Words   |  6 Pagesplanning frameworks such as SWOT analysis and Porter s five forces of competition. These frameworks aid organizations think about the sorts of inquiries they want to ask and the information that they need to put in consideration before making any business decisions. They both help in evaluating company s strengths and weaknesses associated to the industry’s opportunities and challenges. SWOT can be defined as a more general and overall assessment, while the Five Forces model is more single growth decisionRead MoreInternational Industry Analysis Porter s Five Forces3220 Words   |  13 PagesInter-Industry Analysis – Porter’s Five Forces The Strategic fit approach to management, describes that the prospect of profitability depends largely on the firm positioning itself in an â€Å"attractive industry† the attractiveness and therefore profitability is said to depend upon how competitive the industry is, â€Å"a highly competitive industry is less attractive and less profitable than an industry where the competition is less intense.† (www.netmba.com) According to Porter’s Five Forces Framework â€Å"attractivenessRead MorePorter s Five Forces Analysis And Strategy Article Analysis1284 Words   |  6 PagesPorter’s five forces analysis and strategy article analysis Name Course Tutor Institution Date 1. What is your take-away of this article? The article explains more about the porters five forces analysis. The awareness of the porters five model analysis is important because it helps a company to understand the set structure of the industry and also to adopt a position which will improve its profitability and reduce the vulnerability of the company in the market. To face away the competitionRead MoreConduct Industry Analysis Of The Business Selected Using Porter s Five Forces Model Essay1750 Words   |  7 PagesSection B 1. Conduct industry analysis of the business selected using Porter’s five forces model Introduction to Porter’s five forces. Michael Porter s five forces model is in light of the comprehension that a corporate philosophy should meet the opportunities and dangers in the affiliation s external surroundings. Especially, forceful strategy should base on a cognizance of industry structures and the way they change. 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The easy will explain the reasons the already recommended tool will work best for global strategy, provide evidence to support the decision, refute the people who chose an additional tool rather than one of the tool selected, and provide a brief analysis of the market using those tools (Winters, 2015).

The Cardiovascular System

Question: How does structure Aid function of the human cardiovascular system? Answer: Introduction: Every living organism depends on interstitial fluid as a source of nutrients and oxygen and as a mode of disposal of waste materials. The blood plays a vital role in supplying oxygen to every organ of the body as well as carries away the waste materials from the organs. The continuous flow of blood is maintained by heart and it pumps the blood throughout a network of blood vessels. The human heart consists of four chambers that pump the blood to lungs in order to purify the deoxygenated blood and supplies oxygenated blood to the body (Nishikimi, 2011). The detail of the entire cardiovascular system is described below: 1. The structure and function of vascular system: There are three types of blood vessels in the human body and they are arteries, veins, and capillaries. The arteries carry oxygenated blood from the heart towards the target organs and they eventually decrease their size forming capillaries to the organ and the deoxygenated blood from the organs are carried away to the heart by the veins. However, the largest artery in the body is aorta and the largest vein is vena cava. The circulatory system is known as closed system as the blood in enclosed in the heart or in blood vessels and always following through one direction, i.e., Heart (ventricles) - Arteries - Capillaries - Organ- Veins - Heart (atrium) Source: (Nishikimi, 2011) The arteries and veins are made up of three layers known as inner epithelial tissue, middle smooth muscle, and outer connective tissue. These layers provide elasticity and strength to the vessels. The walls of the arteries are thicker that of veins and the three layers help to withstand the high blood pressure coming from the heart. The artery wall expands when the blood passes through it and relaxes to spring back to prevent backflow; this is known as secondary circulation and reduces the load of heart. The pulmonary arteries are the only arteries that carry deoxygenated blood (Mizuguchi, 2010). The arteries get branched to networks known as capillaries and they have very large surface area but very thin walls with only one epithelial layer. The capillaries are narrow and the blood pressure is also slow down allowing the diffusion to take place in the organs. The deoxygenated blood is then carried away to the heart by the veins and its path is through the skeletal muscles were the blood flow is restricted by valves so that the blood flow could occur against the gravity. 2. The Structure and function of human heart: The heart is cone shaped situated within the sternum and tilted to the left. The walls of the heart are made up of three tissues, outer and inner epithelial and middle cardiac muscle. The cardiac muscle respires aerobically and hence, ensures plenty of oxygen through coronary artery and consists of rich mitochondria. The heart is covered by a protective membrane known as pericardium that consists of pericardium fluid, which reduces the friction among the cardiac muscles (Fa-Po, 2015). Source: (Mizuguchi, 2010) The heart consists of four chambers, known as right atrium and right ventricle; and left atrium and left ventricle. The right side of the lungs receives deoxygenated blood from the body though the superior vena cava that brings blood from the head and arms and inferior vena cava from the rest of the body. The vena cava empties the deoxygenated blood to the right atrium when the heart relaxes and eventually when the heart contracts the right artrio-venticular (AV) valve opens and the blood moves from right atrium to the right ventricle. This value is known as tricuspid valve and makes the sound lub on closing and prevents the backflow of the blood when the heart relaxes as a result when the right ventricle contracts the pulmonary valve opens and the blood flows to the pulmonary artery to the lungs. The pulmonary valve prevents the backflow of the blood and makes a sound dup (Fa-Po, 2015). The oxygenated blood leaves the lungs and enters to the left atrium though the pulmonary vein that is the only vein to carry oxygenated blood. When the left atrium contract the blood flow to the left ventricle through the left AV valve known as bicuspid valve and it prevents the backflow of the blood. When the left ventricle contracts the blood flows to the aorta through the aortic valve that carries oxygenated blood throughout the body. When the blood enters aorta, its walls expands that helps to detect the pulse in the body (Kodani, 2015). 3. The Heartbeat: The heart rate is also known as pulse that is the number of times an individuals heart beats per minute. The heart beats depends on individual to individual from their body size, age and condition of heart and also whether the individual is moving, sitting or meditating in an even temperature. When an individual is resting the heart beat rate is between 60 and 80 times per minute. When an individual does vigorous exercise, heart beat rate increases due to the need of oxygen and glucose by the cells and also removal of generated carbon dioxide from the cells (Kodani, 2015). 4. The Cardiac Cycle: The cardiac cycle is the sequence of events that takes place in one heart beat and the contraction of both atrium followed by the contraction of both ventricles. The heartbeat consists of two phase systole and diastole. The systole derives contraction and this occurs when the ventricles contract that closes the AV valve and simultaneously opens the semi lunar valve and eventually pumps the blood to the heart. The diastole derives relaxation and it occurs when the ventricles relax allowing the blood pressure to close the semi lunar valve and opening AV valve (Nademanee, 2010). Source: (Nademanee, 2010) The heart consists of a single muscle but it does not contract at once. The contraction spreads eventually throughout the heart by specialised cells known as Sino Atrial Node (SA node) present in the right atrium. These cells are also called natural pacemaker of the heart. The impulse of SA node spread through the right and left atrium causing both atriums to contract simultaneously (Mizuguchi, 2010). References: Fa-Po, C. (2015). Current and state of the art on the electrophysiologic characteristics and catheter ablation of arrhythmogenic right ventricular dysplasia/cardiomyopathy. Kodani, E. (2015). Early detection of atrial fibrillation is the first step to prevent cardiogenic stroke: Usefulness of B-type natriuretic peptide, 65. Mizuguchi, Y. (2010). Concentric left ventricular hypertrophy brings deterioration of systolic longitudinal, circumferential, and radial myocardial deformation in hypertensive patients with preserved left ventricular pump function. Nademanee, K. (2010). Catheter ablation of atrial fibrillation guided by complex fractionated atrial electrogram mapping of atrial fibrillation substrate. Nishikimi, T. (2011). Current biochemistry, molecular biology, and clinical relevance of natriuretic peptides.

The Beginning of it All Essay Example For Students

The Beginning of it All Essay Middle school the place where you either have the best or worst memories of your teenage years and for me, they were nothing to cherish. My friends became my worst enemies, everything I did became a mistake, I also became a victim of bullying. Everything that I once considered to be my greatest traits became my biggest flaws. Before Middle School, I was often told not to let negativity or negative people rent space in my head but all of that changed when I confessed my feelings to â€Å"him. His name was Michael ________, he was blessed with the most beautiful dark brown complexion, his eyes, a light shade of brown, had an undefinable sparkle to them, and he had the perfect smile to go along with his tall stature. Everything about Michael was alluring to me and my determination to tell him how I felt was overwhelming. My plan was to write him a letter and have a friend take it to him because I was too shy to do it myself. This plan of mine ended up being a horrible mistake. â€Å"Today is the day†, I told myself as I walked onto Armstrong Middle Schools vast campus. We will write a custom essay on The Beginning of it All specifically for you for only $16.38 $13.9/page Order now I had the letter in my hand, handwritten in my best cursive and enclosed in a tiny envelope that had â€Å"To Michael, From Jade† written on it. My good friend Jessica, whom I trusted to give to Michael and not to open, quickly swiped it out of my hand en route to complete the task at hand. As the day went on the anticipation of the outcome grew stronger and the little butterflies that I once kept quiet seemed to be fluttering around my stomach. As soon as the schools piercing dismissal bell rang I was the first one to the door, but when I walked out of class the atmosphere changed. â€Å"Thats her! , a few girls giggled as I walked past them. Completely unaware of who this â€Å"Her† was, I kept walking in search of my friend Jessica and anticipating good news. I spotted Jessica adjacent from the schools only flight of stairs and the look on her face made my heart dropped. â€Å"Im so sorry Jade, she said solemnly as she handed me the crumpled up piece of paper. Just when it seemed like things couldnt get any worse I opened the crumpled mess that I once treasured and noticed that he had written something in there. His words were cruel, they could have made the most confident person and secure person feel like a speck of dirt on the ground. It all hit me at once, my eyes swelled and my face glistened with freshly shed tears. That one bad day was the beginning of it all and worse was still to come. After that day rumors spread and the whole school looked at me the same way Michael did, ugly, pointing out all of my flaws. â€Å"Hurtful words are sharper than knives, they exceed the flesh and go right through the heart. † The embarrassment I had to endure for those two years still hides within me and every now and then I feel insecure and in doubt of my natural beauty. Till this day, the hurtful words of many of my peers still haunt me.

Understanding the Progressive Era

Understanding the Progressive Era It can be difficult for students to understand the relevance of the period we call The Progressive Era because society before this period was very different from the society and the conditions we know today. We often assume that certain things have always been around, like laws about child labor and fire safety standards. If you are researching this era for a project or research paper, you should begin by thinking about the way things were before government and society changed in America. Before the events of the Progressive Era occurred (1890-1920), American society was much different. The federal government had less of an impact on the lives of the citizen than we know today.  For example, there are laws that regulate the quality of food that is sold to American citizens, the wage that is paid to workers, and the work conditions that are endured by American workers. Before the Progressive Era food, living conditions, and employment was different. Children were employed in factoriesWages were low and unregulated (with no wage minimums)Factories were crammed and unsafeNo standards existed for food safetyNo safety net existed for citizens who couldnt find employmentHousing conditions were unregulatedThe environment was not protected by federal regulations The Progressive Movement refers to social and political movements that emerged in response to rapid industrialization from which caused societal ills.  As cities and factories emerged and grew, quality of life declined for many American citizens. Many people worked to change the unjust conditions that existed as a result of the industrial growth that took place during the late 19th century. These early progressives thought that education and government intervention could ease poverty and social injustice. Key People and Events of the Progressive Era In 1886, the American Federation of Labor is founded by Samuel Gompers. This was one of many unions that emerged toward the end of the nineteenth century in response to unfair labor practices like long hours, child labor, and dangerous working conditions. Photojournalist Jacob Riis exposes deplorable living conditions in the slums of New York in his book How the Other Half Lives: Studies Among the Tenements of New York.   Conservation of natural resources becomes a matter of public concern, as the Sierra Club was founded in 1892 by John Muir. Womens Suffrage gains steam when Carrie Chapman Catt becomes president of the National American Womens Suffrage Association.   Theodore Roosevelt becomes president in 1901 after the death of McKinley. Roosevelt was an advocate for trust busting, or the breaking up of powerful monopolies that crushed competitors and controlled prices and wages. The American Socialist Party was established in 1901.   Coal miners strike in Pennsylvania in 1902 to protest their terrible working conditions. In 1906, Upton Sinclair publishes The Jungle, which portrayed the deplorable conditions inside the meatpacking industry in Chicago. This led to the establishment of food and drug regulations. In 1911, a fire broke out at the Triangle Shirtwaist Company, which occupied the eighth, ninth, and tenth floors of a building in New York. Most of the employees were young women aged sixteen to twenty-three, and many on the ninth floor perished because exits and fire escapes were locked and blocked by the company officials. The company was acquitted of any wrongdoing, but the outrage and sympathy from this event prompted legislation concerning  unsafe working conditions. President Woodrow Wilson signs the Keating-Owens Act in 1916, which made it illegal to ship goods across state lines if they were produced by child labor. In 1920, Congress passed the 19th Amendment, which gave women the right to vote. Research Topics for The Progressive Era   What was life like for children who worked in factories? How was this different from the work of children who lived on farms?How did views on immigration and race change during the Progressive Era? Did the legislation of this era effect all people, or were certain populations most affected?How do you suppose the trust busting legislation affected business owners? Consider exploring the events of the Progressive Era from the point of view of wealthy industrialists.How did living conditions change for people who moved from the country to the cities during this time period? How were people better off or worse off during the shift from country living to city living?Who were the major figures in the Womens Suffrage movement? How was life impacted for these women who came forward?Explore and compare life in a mill village and life in a coal camp.Why did the concern for environmental issues and natural resource preservation emerge at the same time as concern and awareness for social issues like poverty? How are these topics related? Writers and photojournalists were key figures in Progressive Era reforms. How does their role compare to changes that have taken place due to the emergence of social media?How has the power of the federal government changed since the Progressive Era? How have the powers of individual states changed? What about the power of the individual?How would you compare the changes in society during the Progressive Era to changes in society during and after the Civil War?What is meant by the term progressive? Were the changes that took place during this time period actually progressive? What does the term progressive mean in the current political climate?The Seventeenth Amendment, which allowed for the direct election of US Senators, was ratified in 1913 during the period known as the Progressive Era. How does this reflect the sentiments of this period?There were many setbacks to the Progressive Era movements and campaigns. Who and what created these setbacks, and what were the interests of the parties involved? Prohibition, the constitutional ban on the production and transportation of alcoholic beverages, also took place during the Progressive Era. How and why was alcohol the subject of concern during this period? What was the impact of Prohibition, good and bad, on society?What was the role of the Supreme Court during the Progressive Era?   Further Reading for The Progressive Era Prohibition and Progressive Reform The Fight for Womens Suffrage Muckrakers

Astronomy 101 - Learning About Stars

Astronomy 101 - Learning About Stars Astronomers are often asked about objects in the cosmos and how they came to be. Stars, in particular, fascinate many people, particularly because we can look out on a dark night and see so many of them. So, what are they? Stars are massive shining spheres of hot gas. Those stars you see with your naked eye in the night sky all belong to the Milky Way Galaxy, the huge system of stars that contains our solar system. There are around 5,000 stars which can be seen with the naked eye, though not all stars are visible at all times and places. With a small telescope, hundreds of thousands of stars can be seen. Larger telescopes can show millions of galaxies, which can have upwards of a trillion or more stars. There are more than 1 x 1022 stars in the universe (10,000,000,000,000,000,000,000). Many are so large that if they took our Suns place, they would engulf Earth, Mars, Jupiter, and Saturn. Others, called white dwarf stars, are around the size of Earth, and neutron stars are less than about 16 kilometers (10 miles) in diameter. Our Sun is about 93 million miles from Earth, 1 astronomical Unit (AU). The difference in its appearance from the stars visible in the night sky is due to its close proximity. The next closest star is Proxima Centauri, 4.2 light-years (40.1 trillion kilometers (20 trillion miles) from Earth. Stars come in a wide variety of colors, ranging from deep red, through orange and yellow to an intense white-blue. The color of a star depends on its temperature. Cooler stars tend to be red, while the hottest ones are blue. Stars are classified many ways, including by their brightness. They are also divided into brightness groups, which are called magnitudes. Each star magnitude is 2.5 times brighter than the next lower star. The brightest stars now represented by negative numbers and they can be dimmer than 31st magnitude.   Stars - Stars - Stars Stars are primarily made of hydrogen, smaller amounts of helium, and trace amounts of other elements. Even the most abundant of the other elements present in stars (oxygen, carbon, neon, and nitrogen) are only present in very small quantities. Despite the frequent use of phrases like the emptiness of space, space is actually full of gases and dust. This material gets compressed by collisions and blast waves from exploding stars, causing lumps of matter to form. If the gravity of these protostellar objects is strong enough, they can pull in other matter for fuels. As they continue to compress, their internal temperatures rise to the point where hydrogen ignites in thermonuclear fusion. While the gravity continues pulling, trying to collapse the star into the smallest possible size, the fusion stabilizes it, preventing further contraction. Thus, a great struggle ensues for the life of the star, as each force continues to push or pull. How Do Stars Produce Light, Heat, and Energy? There are a number of different processes (thermonuclear fusion) which make stars produce light, heat and energy. The most common happens when four hydrogen atoms combine into a helium atom. This releases energy, which is converted to light and heat. Eventually, most of the fuel, hydrogen, is exhausted. As the fuel begins to run out, the strength of the thermonuclear fusion reaction declines. Soon (relatively speaking), gravity will win and the star will collapse under its own weight. At that time, it becomes what is known as a white dwarf. As the fuel further depletes and reaction stops all together, it will collapse further, into a black dwarf. This process can take billions and billions of years to complete. Toward the end of the twentieth century, astronomers began to discover planets orbiting other stars. Because planets are so much smaller and fainter than stars, they are difficult to detect and impossible to see, so how do scientists find them? They measure tiny wobbles in a star’s motion caused by the gravitational pull of the planets. Although no Earth-like planets have been discovered yet, scientists are hopeful. Next lesson, well take a closer look at some of these balls of gas.

Business Strategy Essay Example | Topics and Well Written Essays - 500 words - 2

Business Strategy - Essay Example ey company comments on ours pricing policies, levels of production, methods of marketing, inventories, the measure taken to develop products, sales situations and goals, non public market surveys and other archives or confidential information (Hill, & Jones, 2009).   Sharpe should ensure economic knowledge about the Barkley. However, Sharpe seeks to maintain business ethics in our communication. Sharp seeks to maintain a steady relationship with the Barley in a way that they will not exchange their trade secrets, the lists of customers that Sharpe is targeting, and information about the resources available at Sharpe, technological developments or operations. Sharpe should also be careful to avoid hiring staff that worked with Barkley. Sharpe should also avoid dealing with suppliers that have supplied for Barkley to avoid leaking of confidential information; Sharpe will not hire or buy staffs from Barkley to extract information about the Barkley Company. Sharply plans to remove barriers to entry in the market or directly alleviating monopoly rents. The company can also venture in facilitating mergers and acquisition (Baye, 2010).   Sharpe also seeks to set up strategies that will enable the company enjoy the economies of scale, the economies of scope, and cost complementarities of price and output this way the company enjoys low costs and increases profitability. The company is planning to implements strategies that encourage innovation to ensure high profitability and low costs (Hill, & Jones, 2009).   Competition laws seek to grow with the mixed laws such as trademarks, copyrights, patents, industrial design rights and in some instances trade secrets. Companies that wish to increasingly raise prices needs to familiarize with the laws that govern such activities lest their contracts be terminated. Contrary a growing notion feels that promotion of novelty through adhering to the ‘intellectual property rights’ encourages competitiveness, whilst the

Personal Development Plan Essay Example | Topics and Well Written Essays - 2000 words - 1

Personal Development Plan - Essay Example It shall also evaluate team building theories and the implications for effective management of practice. Finally, this paper shall justify my managerial style within the workplace. In effect, this paper shall critically analyse the evidence base for the action plan with the application of current management theories. Discussion As stated in the personal development plan, I need to develop my communication skills. At present, my communication skills are limited and they need improvement; more particularly, my English speaking skills need improvement. Communication is an important part of effective management because it assists in my self-improvement and it aids in successful management (Adair, 2009, p. 4). By increasing reading materials, I can improve my reading and writing skills; and by enrolling in private English classes, I can improve my grammar and syntax, as well as my technical writing skills. These methods can help inject confidence into my speaking, reading, writing, and li stening skills (Lehman, 2007, p. 69). Improving communication is a basic need or skill which has to be fulfilled before I can move on to bigger goals. Fulfilling this need is very much in keeping with the theory as set forth by Abraham Maslow and his hierarchy of needs (Outward Bound, 2007, p. 56). There are different theories and motivation and leadership, and these theories affect the management of organizations. According to Maslow’s hierarchy of needs, people start off fulfilling first their physiological needs and then go on to fulfil their safety, social, esteem, and finally self-actualization needs (Owston, n.d). People therefore can be motivated by their basic needs and also by other more noble goals or causes. For some employees, their motivation in working can start off with the basic need to feed their families (Marchionini, 2006, p. 42). At this stage, they would not look beyond the purpose of their work besides feeding themselves and their family. However, once t heir basic purpose is served, they go beyond that basic goal into higher goals – perhaps, that of saving for their family, and later serving humanity through their work (Marchionini, 2006, p. 42). In my case, my motivation for improving on my communication and eventually my information technology (IT) skills is to maximize use of our organizations’ IT programs. In terms of leadership, the loftier goal for many world leaders has been on the motivation of their armies – with one side insisting that his goal has more moral worth than the others (Owston, n.d). In this case, some leaders may see the need to deliver pain or threats in order to motivate, and others believe that doing so would not be effective ways of motivating people. In other ways, promising more tangible things like money, food, and even excitement can serve better ways of motivating people (Owston, n.d). In managing change, Maslow’s approach to leadership basically welcomes change because a member or even a leader eventually moves up in the hierarchy of needs. Once he fulfils a need, he has to change and move beyond that need on to bigger and better things (Koltko-Rivera, 2006, p. 302). Maslow’s theory therefore, handles and manages change well. McGregor divided human management into the

Education of African American Male Students Essay Example for Free

Education of African American Male Students Essay The Brown vs. the Topeka Board of Education was a landmark decision of the United States Supreme court which outlawed racial segregation within public education facilities. Segregation of public education existed until the Supreme Court considered arguments by the schools requesting relief concerning the task of desegregation. In Brown II, the Supreme Court delegated the task of carrying out the desegregation to district courts with orders that desegregation occur with all deliberate speed† (The United States Supreme Court, 1954). This phrase â€Å"with all deliberate speed† was easier said than done. Segregation practices continued in America well after 1954. During these early years groups like The National Association for the Advancement of Colored People (NAACP), Southern Christian Leadership Conference, and The Nation of Islam emerged as the new lead organizations for the Civil Rights Movement. Leaders like Megar Evers, Malcolm X and Martin Luther King Jr. emerged all were assassinated before reaching the age of forty. These assassinations sparked the emergence of younger and more radical groups. Groups like the Student Nonviolent Coordinating Committee and the Black Panther Party had goals for education. The Black Panther Party created a comprehensive plan for improving their community. The plan was called the Ten Point Plan (Ten Point Plan, 1966). The Ten Point Plan stated: We believe in an educational system that will give to our people knowledge of self. If a man does not have knowledge of himself and his position in society and the world, then he has little chance to relate to anything else. (Ten Point Plan, 1966, p.1). The 1960’s were an era of great change in African American culture. This was also a time for new leadership in the African American community. Dr. Martin Luther King Jr. and Megar Evers had chosen to use a nonviolent approach. Malcolm X was more radical and was willing to use violence to get equal treatment. After all three leaders were assassinated; leaders such as Stokely Carmichael had a new concept of  what America should become. In 1968 Stokely Carmichael created the term institutional racism, which he defined as the collective failure of an organization to provide an appropriate and professional service to people because of their color, culture or ethnic origin. One of the new topics in education reform focused on how to educate African American males. Students in urban areas have been exposed to deteriorating conditions, which include overcrowded classrooms, limited funding for education, and unstable learning environments. In recent years the education of African American males has encountered several problems. Although 72% of African-American students in America graduate from high school, over 45% of African-American males drop out of high school (Green Carl, 2000). Another problem is that one in four African American males are expelled from school each year. Additionally a disproportionate number of African-American males are in special education and remedial reading classes (Lee, Winfield Wilson, 1991). According to Livingston and Nahimana (2006), Success with African-American males requires understanding the social context in which they exist. This journey of cultural understanding begins by recognizing preconceived assumptions about urban African-American male children, African-American children, particularly urban youth, are very keen on picking up the adult’s perception of them. Thus, understanding the behavior and dynamics of urban African-American families will greatly aid in understanding and educating the African-American male child. (p.210) Statement of the problem In recent years, there has been a trend of academic underachievement among African American males. Economic opportunities, lack of education, lack of father figures and the lack of understanding from the American society has damaged the self-esteem and the educational opportunities of young African American males. This research discussed the role that education has contributed to the underachievement of African American males in education. The purpose of this study was to review and analyze the data regarding the education of African American male students. Specifically, the study looked  at the factor impacting the education of African American male students. This results of this study aims to encourage and educate professionals by providing information and additional strategies in promoting the educational success of African American male students. The following research questions guided this study: 1. What factors have influenced the education of African American males? 2. How have historical perspectives regarding poverty in the African American community changed? 3. How have attempts to desegregate public schools in America operated? 4. What strategies can educators use to improve opportunities for African American male students? Limitations of Study This study was based on existing literature and research regarding factor impacting African American male students. The scope of data collection included journals, books, and articles dealing with African American male student. The literature consisted of a number of studies involving the African American family structure. Studies in the field of education often do not include a control group. Other sources describe recommendations or proposals that may correlate with successful implementation of various strategies, but do not have quantifiable data to support those models. The limitations that these factors bring include the amount of study and research that exists within the literature Research was confined to the past decade; with the exception of the historical aspects presented Definition of Terms Accountability: a policy of holding schools and teachers accountable for the academic progress students by linking such progress with funding for salaries, and maintenance Culture: refers to patterns of human activity and the symbolic structures that give such activity significance. Different definitions of culture reflect various theoretical bases for understanding, or criteria for evaluating, human activity. Institutional racism: the collective failure of an organization to provide an appropriate and professional service to people because of their color, culture or ethnic  origin. Poverty: the state or condition of having little or no money, goods, or means of support; condition of being poor; indigence. Public education: education mandated for or offered by the government to the children of the general public, whether national, regional, or local, provided by an institution of civil government, and paid for, in whole or in part, by taxes. The term is generally applied to basic education, K -12 education and primary and secondary education. Racism: a belief or doctrine that inherent differences among the various human races determine cultural or individual achievement, usually involving the idea that ones own race is superior and has the right to rule others. Racial segregation: is characterized by separation of different races in daily life when both races are doing equal tasks, such as eating in a restaurant, drinking from a water fountain, using a rest room, attending school, going to the movies, or in the rental or purchase of a home. Urbanization: means increased spatial scale and/or density of settlement and/or business and other activities in the area over time. The process could occur either as natural expansion of the existing population (usually not a major factor since urban reproduction tends to be lower than rural), the transformation of peripheral population from rural to urban, incoming migration, or a c ombination of these. Design of the Study This study was descriptive in nature. All data were based upon research of available literature on the challenges of poverty and its role in the education of African American male students. Guiding questions were answered based upon a review of existing literature and research which addressed the factor impacting African American male students Literature on educational learning strategies were identified, studied and discussed. The information is presented in four chapters: Chapter One will consist of the introduction of the research paper. Chapter Two is the review of literature, outlining as pertinent to the research question. Chapter Three presents the analysis of the findings, and theme regarding the historical perspectives and impacting factors associated with the education of African American males. Chapter Four consists of a discussion including summary, conclusions, and recommendations. CHAPTER TWO REVIEW OF THE LITERATURE Introduction Before educators analyze the negative statistics for African American males, the fact that there have been successes must be realized. According to Livingston and Nahimana (2006), Success with young African-American males requires understating the social context in which they exist. This journey of cultural understanding begins by recognizing preconceived assumptions about urban African-American male children. African-American children, particularly urban youth, are very keen on picking up the adults’ perception of them, thus understanding the behavior and the dynamics of urban African-American families will greatly aid in the understanding and educating the African-American male child. Although the literature is quick to point out that many urban African-Americans are reared in single family home, one should not assume that there are not positive males in the child’s extended family. Uncles, grandfathers and even older male siblings can play an important role in aiding our work with students. ( p.210) There are several questions that could be asked about the education of African American males. According to Education Today (2007, p.22), â€Å"there is a new question that will be asked. Will we lose the next two or three generations, or possibly every generation of African-American boys hereafter to negative media, gangs, drugs, poor education, unemployment, father absence, crime, violence and death? African American male students are faced with several challenges in education such as unemployment, housing, violence, incarceration, drugs, and education. According to Livingston and Nahimana (2006), â€Å"Educating young African American males has become an increasing concern for educators and human service professionals over the past 20 years. Disproportionate rates of school failure, dropout, and incarceration all speak to the need to develop interventions, which can account for the structural and ecological factors that impact African-American families and African-American children† (209). Even the United States Senate has noticed the new disturbing trend among African  American males. According to United States Senator Charles Schumer (D-NY) â€Å"in 1999, 65 percent of African-American male high school dropouts in their 20s were jobless. He added that by 2004, the share had increased to 72 percent, as compared to 29 percent of whites and 19 percent of Latinos.† Schumer also noted â€Å"the incarceration rate of young African-American males is at historic highs, more than half of African-American males do not finish high school, and an African-American man in his 20s without a high school diploma is more likely to be in jail than to be working† (Wright, 2007, p.4). Family Structure/Foundation In America, the traditional family structure consists of a mother and a father. According to May, â€Å"In the 1950s the normative American family consisted of a breadwinner father, homemaker mother, and several children, all living in homes in the suburbs on the outskirts of a larger city. It was a narrow view of a model family, yet it pervaded the media and was widely accepted as the ideal and most normal† ( p.20). Today, the dynamic of the American family structure is much different. Bishop (1991, p 23 ) stated that â€Å"In the 1990s there are still traditional families with parents and children, but the definition of a family has broadened considerably. Children are raised by many varieties of caring adults: single parents, grandparents, kin-networks, homosexual couples, and others. Even traditional appearing families are often blended families of children from different biological parents.† African American families have similar dynamics. Billingsley (1968, p. 36) â€Å"identified three categories of African American families: primary families (e.g., two-parent), extended families (e.g., other relatives, in-laws), and augmented families (e.g., nonrelated individuals).† The structure of the African American family has not remained static over the years. According to Tucker and Mitchell-Kernan (1995) African American women are now twice as likely to maintain families solely then they were in 1940. Another trend involves women heading the household. According to Darity and Myers (1995, p. 1), â€Å"The rise in female-headed families among African Americans has been swift. Twenty-eight percent of African American families were headed by women in 1970, and 46% were female headed. This data make it clear that patterns of African American family formation have undergone substantial change over the past 50  years in a number of important aspects. The absence of fathers from the homes has been associated with delinqu ency. According to Auletta, â€Å"living in single-mother household has been suggested as a contributing factor in the development of adolescent problem behaviors† (p.23). There are other concerns with the African American family that involve marriage. According to Tucker and Mitchell-Kernan (1995), â€Å"the proportion of African American women and men who marry has declined by 20% over the past 50 years, compared to the general population that has remained steady. The combined impact of delayed marriage, more non-marriage, high divorce rates, and a high rate of births out of wedlock are observed as having a profound effect on family formation in the African American community. Four out of every 10 African American families have a woman maintaining the family without the support of another adult. These trends are directly related to the well being of African American families and communities. Unemployment In the African American community there are several challenges for young African American males. The lack of jobs has a lot to do with poverty and continues to plague the African American community. According to McAdoo (p. 15), High rates of unemployment have had a profound impact upon the African-American community. Discrimination, inequalities in hiring and recessions, plant closings, the removal of high paying, industrial and manufacturing jobs to rural America and Third World countries have removed a number of African-American males from the urban employment sector. Historically, the rate of unemployment among African-American men has been twice that of White America. On the east coast the unemployment rates are even more disproportionate. Currently in major urban cities like Philadelphia, Baltimore, and New York, 35-55% of African-American males between the ages of 18 and 35 are unemployed (National Urban League, 2005). According to Dubowitz (1999), â€Å"Currently 24.4% of African-Americans live in poverty as compared to only 8.2% of Whites and 22.5% of Hispanics.†(p.55)† There have been other studies that reveal males are more likely to remove themselves from their family when they are unable to provide financial support (Livingston McAdoo, 1993). For African-American Families, and African-American male children in particular, high rates of male unemployment can create a context of fatherlessness, economic  instability, poverty, hopelessness characterized of manifested in children by low expectations, increased rates of high school drop out, and high rates of delinquency, which eventually assist in maintaining the context of persistent poverty (McAdoo, 1993). Unemployment can create multiple mental and psychological problems for African American male students Drugs in the African American Community There is an increased concerned about drugs in the African American community. In the African American community, children endure the most pain when fathers or brothers are missing because they are in jail. According to Newman (2005), â€Å"One reason why many fathers cant be with their families is because of this countrys misguided war on drugs. Of the 2 million people behind bars in America, more than 450,000 are there for drug offenses. While drug abuse doesnt discriminate, our drug policies do.† (pg12), Another statistic indicate that African Americans are more likely to go to jail for drug offences. According to Newman (2005,), â€Å"Despite roughly equal drug use between African-Americans and Whites, African-Americans are 13 times more likely to go to jail for drugs than Whites. In New York, 93% of the people in jail under the Rockefeller drug laws are African-American and Latino. Offering people treatment and help instead of incarceration for their drug addictions woul d not only save this country much-needed resources, it would help keep thousands of fathers with their families.†(pg12) There is another puzzling situation in the low-income African American community related to drugs. There are higher risk factors that create an environment more conducive to drug abuse and incarceration. According to Schensul (2005, p.39), â€Å"The drug use of low-income African American emerging adults is more troublesome because those protective factors associated with the role changes that mark emerging adulthood in middle class white youths and many youths of color are not necessarily available to poor young people.† These statistics reflect a correlation between income, drugs, and possible incarceration. Schensul (2005) noted that urban low-income youths experience many of the same developmental transitions as their middle-class counterparts. Some of the factors that promote drug use include increased residential instability, expanded and diversified social networks, exposure to high risk settings, and negative  social influences that support and promote the use of drugs and alcohol. However, urban students are subject to inadequate primary and secondary school education, family stressors stemming from the vagaries of impoverishment and government social policies, limited local professional role models, and few job opportunities that guarantee salaries and benefits above the poverty level. Material goods can also play a key role in the lifestyle of young African American males. According to McCord, J. (1990,), Sometimes there are families struggle that are related to school life (fashionable clothing and social life) but may not be able to do so for emerging adults whose financial needs are increasing. Selling marijuana is an option for intermittent income supplementation, and many youths have friends or relatives who are in a position to supply them with small amounts from time to time. Once involved in drug selling networks, youths can move to selling additional drugs if they believe it is reasonable to accept the associated risks. This means that students are willing to take unnecessary risk.(pg 35). Crime and Violence in the African American Community In the African American community there is a mistrust of law enforcement. According to McCord, (1990), Unlike suburban White youths, however, African American and Latino youths are targets for street violence, arrest, and police harassment and abuse. Once imprisoned, or on parole as adults, their institutional record may preclude voting and render them ineligible for employment opportunities. Imprisonment may introduce them to gang members or prospective customers. (p. 44) Studies also revealed that certain minority youth are at greater risk for violent behaviors. According to Fitzpatrick and LaGory (2000,), â€Å"Specifically, African-American adolescents are more likely than White, Hispanic, or Asian youth to instigate physical fighting and weapon-related violence and to suffer both fatal and nonfatal injuries from physical assaults. Not only are minority youth at greater risk for victimization by aggressive peers, they are more likely to perpetrate violence.†(p. 21) African Americans are at higher risk to have more fatal injuries than Whites. This results in higher homicide rates. Many prominent African Americans have shown concern about young African American students. The most notable of the critics, Bill  Cosby, has been vocal regarding the number of African-American men who are incarcerated and the growing number of poor African-American children who are being raised by irresponsible parents. Cosby publicly chastised many in the African-American community for not doing enough to deal with critical problems and issues, such as illiteracy, poverty, crime and violence, which remain challenges in the African American community. Cosby told a packed crowd gathered at a 50th anniversary celebration commemorating the Brown v. Board of Education decision â€Å"the ladies and gentleman of the lower economic people are not holding up their end in this deal. These people are not parenting. They are buying things for kids — $500 sneakers for what? And yet they wont spend $200 for Hooked on Phonics (Watson, 2004, p. 10), Even though Cosby’s statements were harsh, they created a debate, which stirred conversation in the African American community. Incarceration According to Kunjufu (2001, p. 15 ), â€Å"over the past twenty years there has been a decline in violent crime in the United States. But in the African American community there has been an opposite trend. There are several factors that cause these trends, including poverty, family structure, high unemployment rates, crime, drugs and education.† Kunjufu also reported that African-American males in juvenile detention centers and prison have increased in recent years. Each year, thousands of young boys are placed in detention centers and adult facilities. Although African American males comprise only about 6% of the population of the, they represent over 50% of the penal population (Kunjufu, 2001). There are several other statistics that prove alarming to the African American community and the rest of the citizens in the United States. According, to Kunjufu â€Å"Currently one in three Africans American males between the ages of 20-29 is either in jail or on probation. The overwhelming majority of these men have been arrested and detained due to drug convictions.† (p. 26), Another statistic is that there are major inequities when it comes to sentencing of African American males. According to Livingston and Nahimana, â€Å"inequities in sentencing have lead to longer jail and prison terms for these young men at the most malleable period in their development. The return into the drug trade and the life of crime becomes a viable choice for many of these young men, accounting for the high rates of recidivism for  young African American males† (p.11). This is alarming because of high unemployment and limited education as well as the fact that prior conviction can lead to long term prison. The incarceration of African American males has had a dynamic effect on the community. According to Arias (2007), â€Å"The overwhelmingly high rate of incarceration among African-American men in America is striking a blow not only to the health and well-being of those men but also to their families and communities.† (p.20) This study reported that 12% of young African American males between the ages of 20-39 have been taken out of the household. This places a tremendous strain on African American women to take care of the household. Another staggering statistic is that only 62 percent of African American males graduate from high school. According to National Urban League Panel (2005, p.1), On average, only 62 percent of African-American males graduate from high school with their original class. African-American males make up only 6 percent of the United States population, but 40 percent of the prison population. Forty percent of those African-American inmates are between the ages of 17 and 26. (National Urban League Panel,). The age group between 17 and 26 is the age group that will likely attend college. If these current trends continue, there will be a tremendous increase in the number of African American males incarcerated. According to Pluviose (2006,)â€Å"by 2020, if current trends hold, that figure will rise to more than 65 percent for African-American men between the ages of 20 and 29.† (p. 22), These figures illustrate a tremendous need for employment and educational programs. The prison rate of African American males has had substantial economic impact on the African-American community. According to Holmes and Hughes (2003, p. 44), â€Å"incarceration rates in the United States, prison and jail inmates at midyear in 2002, reported that 12.9% of African-American males between the ages of 25 and 29 were incarcerated.† Segregated Schools What would Horace Mann think about the state of education today? Horace Mann was the father of the American school system. According to Hubbard (2005), Horace Mann believed that the common schools should be available to everyone. He wanted them to be available to people that were rich, poor, and of different backgrounds. As mentioned earlier Brown vs. the Board of Education was a landmark decision of the United States Supreme Court which outlawed racial segregation within public education facilities. In Brown II, the Supreme Court delegated the task of carrying out the desegregation to district courts with orders that desegregation occur with all deliberate speed† (The United States, 1954). The current challenge that urban education face is called the No Child Left Behind Act. According to The United States Department of Education (2007) â€Å"No Child Left Behind Act of 2001 (Public Law 107-110), commonly known as NCLB, is a United States federal law that was passed in the House of Representatives on May 23, 2001. This law was signed on January 8, 2002, and reauthorized a number of federal programs aiming to improve the performance of United States primary and secondary schools by increasing the standards of accountability for states, school districts and schools, as well as providing parents more flexibility in choosing which schools their children would attend. Additionally, NCLB promotes an increased focus on reading and re-authorizes the Elementary and Secondary Education Act of 1965 (NCLB, 2007). One of the many challenges with No Child Left Behind is that the goals are commendable, but the expectations are unreasonable because of the deterioration of the urban schools school district. The next challenge in urban education the education of African American males. According to Misani (2007,) nationally between one-half and two-thirds of African male students drop out of school. In addition, the research disclosed a 65 percent dropout rate in Chicago, with only 35 percent of African-American male students graduating from high school. In New York, the dropout rate is 74 percent, with merely 26 percent of African-American male students graduating.† p. 34) This is a tragic situation in urban schools when nearly seventy five percent of the African American male students are not graduating. According to Smith (2005, p. 27), â€Å"the drop out rates for African American males in metropolitan areas is well over 50 percent. Another trend is that some African American males believe that it is easier to drop out than to complete high school Bowye (2007, p.3) stated, It is  most disturbing that dropping out of high school is more common than graduating from high school for children of color. Focusing on another disconcerting trend within the community for African-American young men, Dr. Hodge pointed out: Going to jail is becoming the common experience for children of color (Misani, 2007, p.35). If African American children continue to think this way, many are headed for prison and the crime rate will steadily increase in these areas. There is also a problem when it comes to the placement of African American males in education. There are disproportionate numbers of African American males placed in special education and suspended from school. According to Rodney and Crafter (1999, p.185), â€Å"Nationally African American males score lower than any other groups on standardized test and are three times more likely than their Caucasian American counterparts to be misplaced in special education or classes for slow learners.† When situations like this continue to occur students feel neglected and are more likely to drop out of school. Many African American students think that the American educational system is unfair. According to Misani (2007, p. 34), African-American boys are disproportionately and inappropriately assigned to special education classes, expelled and suspended from school, and underrepresented in college preparatory classes. Consequently the study concluded: Many of those who graduate are not prepared for college or further educational training. (Misani, 2007 p.34) African American males represent 8.6 % of the nation’s public students in 2000-2001, but in some districts, they make up as much as 41 percent of the special education population (Smith, 2005).

Problems with the Expansion of NATO :: Free Essay Writer

Problems with the Expansion of NATO Throughout the Clinton years the government has tried to make NATO expansion look like a risk free operation. But the truth is that there are many risks and dangers that go with the expansion of NATO. It has been said that the expansion of NATO would be a fatal error in the American policy. As NATO expands it is drawing an imaginary dividing line separating the many NATO nations from the Ukraine, Russia and other countries in the eastern half of the world. The goal should be to settle things between Russia by joining with them and making good relationships with them economically, militarily, and politically. This was done between the U.S. and Germany after World War II to end the threat between Germany and its neighbors. Why shouldn’t we do it now. But as NATO expands the dividing line grows darker and darker between these nations. Since the Cold War era the goal has been to reduce nuclear weapons in Russia. But as NATO expands it scares Russia, who thinks to compete with NATO the only thing they can do is put emphasis on nuclear weapons. Russia’s economy is no where near the strength of the United States which drives them to depend on nuclear weapons. It is the cheapest way for them to compete with us. Russia has always and will continue to have a great fear of foreign invasion as long as NATO expands. As NATO expands it sends fear into Russia that NATO is increasing in domination in former Soviet territories. As NATO expands it only will hurt any good relations that the United States has with Russia. There are also many economic setbacks in the expansion of NATO. Many of the nations will have to spend great amounts of money to modernize their militaries to the NATO standards. Many of these countries cannot afford expenses like that. It would just send small nations economies into the ground causing the needed economic reforms to be that much more difficult to achieve. One example of this is the Czech Republic that is receiving pressure from other NATO nations to modernize their military. The Czech Republic economy does not have that kind of money though. As NATO expands many of the smaller countries cannot or do not want to pay extra fees for things like military enlargement. These expenses will most likely get dumped on us. Causing the United

Joan Didion essay Essay

In the essay â€Å"On Self-Respect† by Joan Didion one is confronted by the perception of delusion and self-deception. Throughout the essay Didion uses an array of allusions, images, and diction to persuade us into comprehending the essay and what it is trying to display. The essay evaluates and condemns various allusions that help to convey Didion’s message that she is trying to get across that when you have self-respect you have more benefits than when you self-reproach. In paragraph two Didion explains how she has not been elected to Phi Beta Kappa and that the â€Å"failure could scarcely have been more predictable or less ambiguous.† Didion knew she did not have the grades for it. She explains a past event that helps us understand more about her and why she might feel the need to write an essay over self-respect and self-reproach. Didion creates an image in the readers mind that now because of her past events she had been stripped of her innocence. Didion was so used to having everything go her way but now she realizes that the, â€Å"lights will not always turn green† for her. She now regrets not trying harder and blames herself for not being elected to attend Kappa, which makes her not have any self-respect for herself as a person. Throughout the first half of the essay Didion explains self-respect and how one can be stripped of it but also what self-respect is about. In paragraph four Didion describes that to have no self-respect is to just lie awake during the night and think about all the regrets we have and to blame our self as we lie there not able to turn off the voice in our head. Didion uses the allusions of self-reproach or self-deception in paragraph four. Paragraph five reads, â€Å"It’s our choice to sleep in the bed we make,† what Didion is trying to get across is that the bed we make is the future path we set. It is our choice to sleep in it or in other words walk that path to self-respect. This paragraph addresses an image in the reader’s heads that it is always their choice whether or not to take the path to having the self-respect that they need. The other half of the essay Didion changes to a more persuasive, more experienced, tone about having self-respect. Since Didion has gone through what suggests to be not having self-respect due to her past events she is now try to convince us, the readers, that having no self-respect will get us no where in life. In Paragraph nine it states, â€Å"but when they do play, they know the odds,† referring to the people that do have self-respect. This part of the essay is trying to show the readers that people who have self-respect play the fields and take risks and that’s one of the reasons self-respect is good for a person. Didion uses her past to tell us that soon enough no one will be there for us after we push them away because its easy to be mad at everyone when you blame yourself all the time. People will no self-respect will no longer be involved with the outside world, which can hurt a multitude of people. We must choose the path that we made that is better for us. In the essay Didion uses a variety of allusions and imagery to prompt the readers that we cannot self-reproach and that self-respect does not come from others opinions but from what we think of our self. Didion wants the readers to apprehend that we have to move on from our mistakes in the past because that’s what they are, the past. We cannot change what has happened so we must live now in the present and set our self a path in the future to follow. In the end the readers learn the lesson that they must explore and venture self-respect and the meaning and concept of it to understand why we need it and why we must not blame yourself for the past but to move on in life.

Wireless network management

The 802.11 protocol is defined for a wireless LAN (Local Area Network) and is based on a cellular architecture in which the network is divided into cells where each cell (called a Basic Service Cell (BSS)) is controlled by a base station called an Access Point (AP).The basic access mechanism implemented in the protocol is a Carrier Sence Multiple Access with Collision Avoidance (CSMA/CA). The CSMA protocol works as follows:Â   if a station wishes to transmit information through it network, it senses the medium. In case the medium is busy (another station in the network is currently transmitting information) then the station will delay its transmission requests to a later time. Otherwise, the medium is free and the station is allowed to transmit the desired information.The problem with the CSMA protocol is the case where a collision occurs. A collision may occur if two different stations sense the medium as free and begin to transmit information. For this purpose, we use a collision avoidance mechanism: a station willing to transmit senses the medium. If the medium is busy, it defers its request.Otherwise, it sends an RTS (Request To Transmit) which includes the source, destination and the duration of the transaction. If the medium is free then the destination station will respond with a packet called CTS (Clear To Send) which will include the same duration information and once the source station receives this packet, it starts to transmit. The destination station checks the CRC (Cyclic Redundancy Check) and sends an acknowledgment package (ACK).Receiving the ACK informs the source station that no collision had occurred. If the source station does not receive the ACK it will keep resending the data or will throw it away after a given number of retransmissions.When a station wishes to join an existing BSS, it needs to receive synchronization information from the BSS’s AP. First, the station needs to go through the AP’s authentication process. Durin g this process, the station and the AP exchange information proving to each other that each side is familiar with a specific password.

Automobile Has Improved Life Essays

Automobile Has Improved Life Essays Automobile Has Improved Life Paper Automobile Has Improved Life Paper Some people think that the automobile has improved modern life. Others think that the automobile has caused serious problems. What is your opinion? Use specific reasons and examples to support your answer. The invention and proliferation of the automobile has improved the human lives considerably. In modern days, complete transportation of men and material is carried out with the help of automobiles. Automobiles in the modern era, for us are not luxury, but a necessity rather. We think nothing while jumping in the car and driving many a miles on a trip or for our jobs. But looking to the future, researchers are constantly trying to find better ways of transporting with more fuel efficient and environment friendly vehicles redesigning the engines and appearance. For going to school or college, attending office or business, shopping or socializing and numerous daily activities we are dependent on automobiles. Automobiles we use in the shape of a car, scooter or motorbike depending upon our need, nature of work and affordability. While the life has become very fast and time is extremely scarce we have to cope up with the work or the business and keep pace with time with the help of our automobile. Very large tankers transport oil and gas for the use of end users. All projects ranging from small or gigantic need cranes, trucks, lifters, elevators, excavators, dumpers, road rollers, tractors and what not. And all those are the development from automobiles. No doubt automobiles do cause some air pollution in environment by way of exhaust of carbon-mono-oxide and carbon-di-oxide. However to overcome pollution problem oil companies as well as automobile manufacturers do a great deal of research and develop products that are environment friendly. We can neither discard automobiles nor can we imagine our life without automobiles. In nutshell invention and proliferation of automobiles has improved the human lives. We can’t imagine of a life without automobiles today. (287 Words)

Teacher Merit Pay Benefits and Disadvantages

Teacher Merit Pay Benefits and Disadvantages Teaching unions around the United States are lessening their opposition to merit pay for teachers and finding new ways to experiment with the concept, passionate reactions erupted from teachers everywhere. So, what exactly are the pros and cons of paying teachers differently based on the results they produce in the classroom? The issue is complex. In fact, it has been debated for over 40 years in the world of education. The National Education Association (NEA) adamantly opposes merit pay, but is it an idea whose time has come? The Pros Americans value hard work and results, and our capitalist system hinges upon rewarding such results. Most professions offer bonuses and salary increases to exemplary employees. Why should teaching be the exception? The fact that a sloppy teacher and a dedicated teacher earn the same salary just doesn’t sit right with most people.Incentivized teachers will work harder and produce better results. What motivation do teachers currently have to go above and beyond the jobs basic requirements? The simple possibility of extra cash would most likely translate into smarter teaching and better results for our children.Merit Pay programs will help recruit and retain the nation’s brightest minds. It’s the odd teacher who hasn’t considered leaving the classroom and entering the corporate workplace for the twin benefits of less hassle and more money potential. Particularly intelligent and effective teachers might reconsider leaving the profession if they felt that their extraordinary efforts were being recognized in their paychecks. Teachers are already underpaid. Merit Pay would help address this injustice. Teaching is due for a renaissance of respect in this country. How better to reflect the esteemed way we feel about educators than through paying them more? And the highest performing teachers should be first in line for this financial recognition.We are in the middle of a teaching shortage. Merit pay would inspire potential teachers to give the profession more consideration as a viable career choice, rather than a personal sacrifice for the higher good. By tying teaching salaries to performance, the profession would look more modern and credible, thus attracting young college graduates to the classroom.With American schools in crisis, shouldn’t we be open to trying almost anything new in the hopes of making a change? If the old ways of running schools and motivating teachers aren’t working, perhaps it’s time to think outside of the box and try Merit Pay. In a time of crisis, no valid ide as should be quickly denied as a possible solution. The Cons Virtually everyone agrees that designing and monitoring a Merit Pay program would be a bureaucratic nightmare of almost epic proportions. Many major questions would have to be adequately answered before educators could even consider implementing Merit Pay for teachers. Such deliberations would inevitably take away from our real goal which is to focus on the students and give them the best education possible.Goodwill and cooperation among teachers will be compromised. In places that have previously tried variations of Merit Pay, the results have often been unpleasant and counter-productive competition between teachers. Where teachers once worked as a team and shared solutions cooperatively, Merit Pay can make teachers adopt a more â€Å"I’m out for myself only† attitude. This would be disastrous for our students, no doubt.Success is difficult, if not impossible, to define and measure. No Child Left Behind (NCLB) has already proven how the various unleveled playing fields in the American education system inherently set up a wide variety of standards and expectations. Consider the diverse needs of English Language Learners, Special Education Students, and low-income neighborhoods, and you’ll see why it would be opening a messy can of worms to define standards of success for American schools when the stakes are cash in the pockets of real teachers. Opponents to Merit Pay argue that a better solution to the current educational crisis is to pay all teachers more. Rather than design and regulate a messy Merit Pay program, why not simply pay teachers what they are already worth?High-stakes Merit Pay systems would inevitably encourage dishonesty and corruption. Educators would be financially motivated to lie about testing and results. Teachers might have legitimate suspicions of principal favoritism. Complaints and lawsuits would abound. Again, all of these messy morality issues serve only to distract from the needs of our students who simply need our energies and attention to learn to read and succeed in the world.​ So what do you think now? With issues as complicated and evocative as Merit Pay, ones position can be naturally nuanced. In the big picture, all that really matters is the learning that happens with our students when the rubber meets the road in our classrooms. After all, theres not a teacher in the world who entered the profession for the money. Edited By:  Janelle Cox

Blue Ocean Strategy Research Paper Example | Topics and Well Written Essays - 1250 words

Blue Ocean Strategy - Research Paper Example 2.0. Eliminate-Reduce-Raise-Create Grid Table 1. Eliminate-Reduce-Raise-Create Grid (ERRC) for Nintendo Wii  Eliminate Raise Game expansion packs Purchaser influence Simplicity / easy to play Reduce Create Gaming technology Health & lifestyle benefits Family experience 2.1. Eliminate Here BOS advances that Nintendo Wii has to look for those factors in the gaming industry that the industry has been competing on that can be done away with. Traditionally, in the Red Ocean, game expansion packs are utilised as a customer lock-in strategy. They are used to extend the gamers interest beyond the original version of the game. Nintendo Wii, unlike its competitors, does not offer expansion sets and this has enabled it to develop new value in two ways. Firstly, expansion sets lead to an extra cost to both manufacturer and users. By eliminating these expansion packs Nintendo Wii is able to save costs on production, distribution, promotion and sales. Secondly, these expansion sets needs serious gamers who are focused on extending their gaming experience beyond leisure. Expansion packs are also seen in some quarters as being as an unethical way of increasing customer loyalty through promotion of addiction (â€Å"Why are Video Games Addictive - Reasons & Theories,† 2011). The Wii targets the casual gamer who does not have that urge for an extended gaming experience. In fact, the Wii could use this to promote itself as the non-addictive gaming choice. 2.2. Reduce According to the Four Actions Framework at this juncture the Wii needs to determine whether products or services have been overdesigned in the race to match and beat the competition. Wii’s big competitors, Sony’s PlayStation 3 and Microsoft’s Xbox 360, have concentrated on differentiating their products through over-serving customers with provision of cutting-edge technologies such as increased graphics and HD. The benefits that these companies obtain through this strategy are marginal in comparison to the costs they incur. Kim and Mauborgne (2005) referred to this as increasing cost structure for no gain. PS3 and Xbox 360 are forced to provide cutting-edge game play because they are fighting over the same market of demanding, die-hard gamers. On the other hand, the Wii opted to focus on the three groups of noncustomers: those people at the market edge who are undecided, those that flat out refuse to purchase a Wii because they are committed to another system like the XBox 360, and the unexplored, who may not know about the Wii or possibly cannot afford it. Nintendo reduced their costs by going low tech and increased the value of the Wii by instead focusing on making it easy to understand, fun to play and highly interactive. According to Scott (2008) Nintendo expanded the market by making video games simpler and more accessible. 2.3. Raise As stated above the Wii utilised a strategy that was different from its rivals, focusing on raising the simplicity, fun an d interactivity of its games as its customer value proposition rather than using superior gaming technology as its value proposition. This is in line with the third action of the BOS Four Actions Framework which seeks to identify factors that need to be raised well-above the industry standards (Kim & Mauborgne,

Compare and contrast the consequences of World Wars 1 and 2 for the Essay

Compare and contrast the consequences of World Wars 1 and 2 for the United States and its citizens - Essay Example The overall losses incurred by US as a result of its involvement in war were however, small as compared to the massive destruction faced by Europe. One of the most important consequences of the World War 1 was the increase in military posture of America in the world. Over the period of the war, US established itself as one of the suppliers of military equipment to the allies and established itself as one of the emerging manufacturing economy of the world. War also resulted into massive transfer of wealth from Europe to America as US not only provided equipment and military support but also offered loans. As a result of this, American economy got a boost as transfer of wealth has resulted into increased revenue for the government and also created jobs. At the social level, for Americans, war however, brought significant racial differences and social divisions. German Americans were harassed as well as racial tension gripped specially the migration of Southern Blacks. On home front, World War 1 therefore was something which further highlighted the differences between Americans within American society. Overall economic progressed was witnessed by the Americans as farmers put in more and more acreage to the use of the crops which were being readily sold. Gross farm income increased and as a result of this, the overall prosperity increased for ordinary Americans despite the fact that War has also brought losses in terms of shifting most of the government resources to the war. Though Second World War was fought far from the American borders but it believed to have created more lasting impacts on the American society as compared to the impact First World War had. In terms of the overall impact, second Great War had more serious and far reaching consequences for US. It is important to note that US was largely unprepared for Second World War and was forced to enter into the war when it was attacked by Japan. In first

Literature Review 'Family Business Sustainability' Essay

Literature Review 'Family Business Sustainability' - Essay Example Frequently a dichotomy is made amid the "family" and "business" where these two aspects forms distinctive subsystems which interact so as to form a complete structure named "family business". When family forces and business forces demonstrably interrelate and impact one another, then scholars agree that a blend is exists among the two aspects, implying a new and exclusive system which is termed a family business. Previous studies sought to define family business in relations to ownership or management and the controlling systems, and also intergenerational transfers, this view offered some insights into the manner of business. (Rosenblatt, 1995) However, this approach had some limitations, currently there has been a shift on how a family business is described and the focus presently is on establishing the business intention and its vision as ways of knowing is the business can be defined as family business. Alongside this new "strategic" perspective of a business, there is also a new approach which looks on the resources (capital, human, knowledge, materials) accessible to a specific business as a method of determining its standing. Resources based view (RBV) of a business suggests a business is a "family business" where the function of a family has a confirmable effect on role and also performance of a particular business. Though the past definitions and descriptions have not been completely replaced, there is a current change in analytical basis to encompass significant elements of business practice, for example visions, culture and intentions. (Rosenblatt, 1995) Business management of family business Business management of family businesses varies deeply from the management of broadly held public businesses. Family owners focus on management and also facilitates making of decisions, that can equally lower management costs and allow unusual though strategically beneficial decisions. (Rosenblatt, 1995) A well-functioning business system assist build trust and conviction in the family, and a excellent family dynamic, which in turn is an asset to the family business since it enables every separate part of management to work better and be able to add extra value whilst remaining inline with the different constituents of the management system. These management benefits can present apparent economic gains. (Rosenblatt, 1995) Nonetheless, a rising business turns into more and more complex and crafts its own requirements for a further formal organizational arrangement or structure. At such a time Family business managers have to adjust their management practices as a result. Certainly, success compels the want to adjust and modify, and every one of family businesses finally face this truth. (Rosenblatt, 1995) The character of Family Ownership Family members mainly have a high focus on management and leadership, on top of having a high emotional connection to the business. A family could have a feeling of moral commitment to other business stakeholders, or view the family business as means for creating a positive input to community. Furthermore, family members at

Ethical Issues of Advertising to Children

Ethical Issues of Advertising to Children Ethical Dilemma, Practices and Implications of Children Advertising Creating outstanding products and programs to win marketplace is not an easy job. Specialists in marketing have to develop comprehensive research plans, carry out market researches, analyse the data collected and finally come up with marketing plans that target specific consumer segments. Finding out about human psychology, their preferences, choices and appeals are not only difficult but at times disappointingly inaccurate. Yet marketers today consider themselves experts in such endeavours, and are capable of achieving the almost impossible marketing objectives.   As if these aspects of marketing are not difficult enough, in modern-day marketing field there is a niche in which the marketers have to deal with children. The most difficult task is perhaps the determination of the choices and preferences of these fickle individuals who are still developing, absorbing the environment and learning to become like their adult counterparts. The task of marketing to children is not only daunting but also critical for many businesses such as Nike, Microsoft, Johnson Johnson, Disney, Pepsi, Sega,Kellogs and Mattel to name a few. These companies go through extensive research and consultancy to get to the untapped market of child consumers. One such example is evident in Dan S. Cuff and Robert H. Reiner’s (1998) Youth Market Systems.  According to the authors the development of outstanding products and programs to win childrens marketplace is entirely different from the rest of the market segments. For this purpose they invent a marketing process called Youth Market Systems. The System ensures marketers consider all aspects of marketing to children or teens for any category of goods or services that companies want to sell. There Isa great need for a system of analysis and interpretation as the authors feel that information pertaining to cognitive, emotional and social needs of age groups could transform the programs or product features that target them. Cuff and Reiner’s (1998) strategy merely opens window to the world of advertising to children. As one investigates the categories of products and services that are available to young children, one also tend to develop the consistent belief that children are a separate kind of consumer group and must be treated differently, from advertising to the designing of products. All these efforts no doubt are valid and justified in their own place and position, however a niggling thought crosses the mind when one observes the various approaches and efforts that marketers adopt to reach out to the vulnerable youth consumer segment. There are reasons for these tactics. Cuff and Rehire record approximately $1 billion annual gross revenue for Mattel Incorporated that sells Barbie’s. There are others such as Garfield, He-Man, Cabbage Patch Kids, Power Rangers, LEGO, GI Joes and a myriad of upcoming products invading the market with the sole purpose to tap on these young consumers who are bound by childish emotions and penchant for toys and games. Schemes and strategies are being devised to win over these young consumers for high stakes amounting to billions of pounds. What is more, advertising and marketing to children does not only involve the youngsters but their parents also. For example the Youth Market System identifies parents, grandparents and other close family members as the most influential on children’s purchasing decision. Exploring this group is critical because they are the ones who have control over the wallet and it is on them that children are dependent. The complexity in children marketing therefore lies in attracting both the youngsters and appealing to the parents. A winning formula must be developed to attract both the parents and children. The complexity of this formula makes success rate low which induces marketers to resort to all kinds of schemes and strategies to achieve their desired target, including crossing the line of ethics especially in the field of advertising of children related products (Cuff and Rehire 1998). Scholars and parents alike feel that there are no avenues that advertisers and businesses will not exploit to reach to the young consumers. Exploitations through mental, moral and physical developments of children are common. The strategies to target children involve creation of wants to satisfy the impulse rather than actual needs. For example consoles such as Mattels Hot Wheels, and Barbie’s fashion collections are not really required by children but wants created by advertisers and marketing campaigns. Long term needs satisfaction has been replaced by short term needs. They are not the only ones exploited. Their parents are also plagued with different kinds of created needs for their children such as the wellbeing; status symbol; and their selfish need to have their child preoccupied with the multitude of products and free them from child responsibilities. Statement of the Problem These aspects portray not only the ugly but also the unethical sides of the world of advertising. How true are these aspects and to what extent do advertisers reach to capture their target consumers? Do they cross the borders of ethics or not to maximise gains from vulnerable consumer market? And what, if anything, should be done to control and ultimately restrict the freedom of advertising aimed at children are some of the areas that the following research will endeavour to enumerate. Literature Review Children have become the key target for many advertisers. Children are vulnerable, easy to exploit consumers and they perceive things as advertisers want them to perceive, or so many of us believe. Despite the fact that children are nowadays smart and knowledgeable of the marketplace nevertheless for many marketers they are relatively easy to target due to the sheer size of the childrens consumer market. Advertisers thrive by earning billions of pounds with the backing and funding of the profit seeking organizations that hire them. These companies are not only producing goods that appeal to the children but they are also exploiting their parents. The dual targeting approach makes this market segment attractive as well as representative of high yield for investment. For example in many regions of the world including the US, Europe and Japan, companies are investing billions so that they can capture and tap the youth market segment but at the same time they are also reaping billions in return. Advertisers and marketers are entrusted with the task to achieve sales targets by generating desired actions from the segment. The wide appeal has motivated many professionals to enter and adopt whatever means and measures to achieve their targets. Ethical implications surpasses but few in the field of advertising that target children. For these reasons the authority, lobbyists and parents are demonstrating their concerns regarding the impact of media and advertising on children. The following literature review will first outline why and how children are targeted, followed by a review of the kind of ethical implications advertising and the media has on children. This will be followed by an exploration of the measures that are being taken to counteract the problem, if any. Children Advertising Advertising to children has not been an issue until recently with the boom of the media. More and more parents are concerned about the legal controls that the authority levy on advertising criteria as most are concerned about the kind of tactics advertisers are using to influence children for the sake of maximizing their profits. For example Begot and Dottie (2004) note that pornography, cigarette and tobacco related, alcohol and other products prohibited for children are being promoted on television freely without restriction. Advertisement messages for these adult related products are tailored for adult consumption but due to the appeal of mass viewership and the higher profits, the advertisements are aired during children television primetime. As a result the advertisements expose children to contents that are not meant for them. Had that been the only case then the issue of advertisement would not have been so controversial. Research suggest that children between the ages of 6 and 14 years old watch about 25 hours of television per week in the US and they are exposed to 20,000 commercials in a  year (Moore and Lutz 2000).Children at this age are vulnerable because they are developing a sense to comprehend and evaluate messages in the environment. Stimulated messages on television not only have a harmful impact but they are also detrimental in persuading children to develop wants for products that are not meant for them. According to Moore and Lutz (2000) Beyond advertisements, children gain marketplace information from the products they encounter, advice from friends and relatives, and their own consumption experiences. Through consumption, children learn what products are good and bad, whether advertising claims are truthful, what brands they prefer, and even products that convey social meanings apart from their functional properties. For children the experiences that heighten their importance in their social circle and the adult world have the most meaning. They do not have the ability to counteract or check on the viability or the authenticity of the message initially when they are young as they are dependent on adults for explanatory information accessible only through print media. By the time children grow to the teenage level the functionality of literacy diminishes tube replaced by their desire and need to fit in their social life. Without consideration for product usefulness or content, children develop wants for products beyond their pockets and reach. Similarly, children are also exposed to advertisements for fashion products that are actually designed for adult consumers but they are often condensed to tailor to the younger audience with the purpose to include the young consumers in the marketing campaigns. For this reason children develop receptivity for fashion products without the required information for decision making.  Moore and Lutz (2000) recognize the importance of childrens advertising and its impact on young audience by revealing that children are receptive to advertising demonstrated in experiments of relation between ads and products. They write: Research investigating childrens receptivity to television advertising has studied what children understand, under what circumstances they are persuaded, and how their responses evolve as they mature (e.g. Macklin 1987; Redder 1981). Drawing extensively on information processing and stage models, researchers have gained substantial insight into the development of childrens cognitive skills and their deployment during ad processing. (Moore and Lutz 2000) Their research indicates that children are at a stage where they are developing cognitive abilities. Advertisers vie on this susceptible developmental stage by targeting the limited processors of children that have not yet acquired efficient information processing strategies, a fact that may be reflected in their inability to distinguish between central and peripheral content in message learning. (Moore and Lutz2000). They further this idea by writing that at the stage of ages 8and 12 children are susceptible to information that are stimulated and that target the vulnerability of the strategic processors.   Because at this age group children tend to spontaneously employ efficient information storage and retrieval strategies. They organize and retrieve information based on available information and stimulus. Unless their knowledge of advertising is expressly activated by such acute, these children tend not to think critically or generate counterarguments spontaneously. They may also neglect to differentiate between central and peripheral content when learning new information. When there is an appropriate cue in their environment, however, they are likely to retrieve and use relevant information. (Moore and Lutz2000). Therefore children may develop recognition mechanism on how advertising should be viewed but that is dependent on external factors like parental guide, government policies or other mediating channels. Evidence suggests that there is substantial amount of influence on this age group when they are not guided in the preliminary stages in understanding the intent of advertisements. Research reveals that significant guidelines must be levied before children rationale and deliberate on the content of advertisements shown on television. â€Å"Advertising is thus implicitly accorded substantial power to shape children’s thinking until they acquire sufficient cognitive and attitudinal defences. (Moore and Lutz 2000). Other than the cognitive development impressions on children, advertising also influence them to take actions. In a study by Smithland Wynyard (1982) on consumer behaviour and response towards product trials offer through advertisements suggests that because consumers know that advertisers wish to present their brands in a favourable light, they react to ads by partially discounting claims and forming tentatively held brand beliefs and attitudes. In contrast when consumers have direct usage experience, they form stronger, more confidently held brand beliefs and attitudes. This phenomenon has been observed in a number of studies with adults and may be consistent with the case of children. The same expectations is held with regard to children advertising as researchers are of the opinion that with age, the capacity to form brand opinions tend to be more among older children. For example children of age groups 10 and 12, and 12 and 14year olds tend to tell the truth and more likely to be sceptical towards the institution of advertising rather than blindly accept advertisement claims. According to Michel Begot and Barbara Dottie (2004) children advertising are dynamic and highly appealing. The authors are of the opinion that children are the key target for advertisers because brand preferences in this age group remain unchanged for a long time. Children remain loyal to the brands they are used to yet at the same time they have growing pockets to afford more expensive items as they grow older. The above aspects indicate that children though are smart and knowledgeable to sceptically evaluate and experiment with products through advertisement claims they are also aware of the fact that these advertisers claim may not be true. At this point it is arguable to note that some school of thoughts separate the vulnerable youngsters from the smart young consumers who have the cognitive ability to critically examine the advertisement claims and disregard them if not proven true. According to Robertson and Resister (1974) if ads present information different from a childs actual experience, confusion may result and trust in advertising may be determined. Conversely, others suggest that until children actually experience discrepancies between products as advertised and as consumed, they are unable to fully comprehend advertisings persuasive intent. For this reason Moore and Lutz (2000) claim that advertising use frames for product trials known as transformational advertising in which adult consumers are drawn towards the products prior to advertising exposures by asking them to participate in the process of experimenting and interacting with the product with the view to interpret, evaluate and subsequently form their experience impressions. The expectancy or discrepancy frame sets are formed for comparison of later product trials which help in determining discrepancies or consistencies of product qualities. Mooreland Lutz (2000) present the testing paradigm to show that rational consumers are clever in testing advertising claims of product performances. Testing paradigm enable them the opportunity to evaluate and form opinions. Children, on the other hand do not have the same reaction or taste for distinguishing discrepancy in the same manner. On the other hand Ziegler (1996) believes that advertising and product trials have different effects on childrens capacity to integrate multiple sources of information for consideration. Young children tend to engage in one-dimensional thinking pattern and rely on multiple dimensions for a given task. Integration is imperative for children because they are dependent on this integration processing of information for forming perceptual domains and consumer behaviour. When younger children are presented with information it is encoded and stored in the recesses of the mind, and whenever needed retrieve it for evaluation. Information integration is basically combining new information presented in the media with the old information, and comparing the two. Disparate media information result in discrepancy inexperience. This in turn results in loss of trust in advertisement messages. Not all children however are wise enough to discriminate information. Moore and Lutz (2000) believe that age differences differentiate expectations and credibility of advertising. They write Younger children have been found to hold more positive attitudes about advertising, to be more likely to believe its claims, and to be less likely to understand its essential purpose. Thus, among younger children advertisings credibility is not likely to arise as a concern, and they are likely to perceive both advertising and a product trial experience as believable sources of information. (Moore and Lutz2000). Clearly, this statement identifies with the fact that younger children are more susceptible to advertising and they are prone to take actions without critical evaluation. For older children advertisers may not integrate strong expectations about a brand and instead focus on the stronger results to generate confidence in product usage (Fazio1986). Alternatively there are groups of advertisers who vie on the physical habits of children. For example one of the most invidious techniques is to use junk food in advertising for children. The use of celebrities to endorse these foods without any consideration for balanced diet or fitness is common in the industry. In the UK the BBC which is funded by licence and tax payers, received around 32 million pounds in 2001for franchising its Tweenies’ characters to McDonalds the Food Commission found that the Tweenies’ products were high in junk elements. Despite this fact the UK government continues to allow brands such as Cadburys to market its products and launch campaigns that have negative effects on the physical health of children. These efforts are designed to generate more profits and not the public interest. They are aware of the fact that the lack of exercise coupled with high calorie food result in obesity and other related diseases in children. The rate of obesity has doubled in the past 10 years from 8.5percent to 15 present among children under 16 years (The Lancet 2003).Yet advertisements continue to infiltrate the media and other channels with the objective to vie on children. Advertising Strategies Children have long been recognized as the target market for many companies due to its economic potential. Recent estimates by Moore(2004) indicate that children and associated markets account for 24billion dollars of direct spending and it has an additional 500 billion dollars influence over family purchases. Children are considered to be potential gold mines for campaigners and advertisers alike. Television channels and the print media as well as companies are constantly engaged in complex product placements, sales promotions, packaging design, public relations, and in-school marketing activities with the view to reach out to children and their parents. Given the time children spend in front of the television, on the Internet and media gadgets, marketers realize that children form a huge consumer base for â€Å"toys, breakfast cereals, candy and snacks etc. For this purpose there are more and more commercials on television to induce buying preference and action. TV commercials especially are being developed to induce children to purchase and participate in programs promoting cars, fashion, cell phones and other such adult related products. According to Moore (2004) At the root of the childrens advertising debate is the question of childrens unique vulnerabilities. Concerns about young children range from their inability to resist specific selling efforts to a fear that without benefit of well-developed critical thinking skills they may learn undesirable social values such as materialism†(Macklin, 1986 qt. Moore 2004). Her view is also affirmed by Cuff Andrei her (1998) who indicate through their study that children are susceptible to advertisements because of the extensive measures and strategies adopted by the advertisers. Their study reveals that marketers devise winning formulas to gain the confidence of children by sending out messages that winning children are those who are associated with certain brands. These may be Barbie, He-Man, Teletubbies or Spider-Man. Identification and association are the keys to the winning formula. The success rate of the winning formula depends on how deep an impact the product or brand has through the advertisements. These are developed based on the knowledge of the development of the mind of the growing consumers. The product leverage mix is formed based on qualities that are demanded by children such as characteristics of aero, power of a character and/or qualities of the product. The product leverage matrix is a comprehensive model formed for analysing the needs and wants of the young consumers and a guide to allow marketers to have look at the bigger picture. Once the matrix is determined the medium, concept, content, context, process, characters or personality, and attitude or style are established. Elements to be noted include: What is the psychological point of view of the target audience? What are the visual and verbal contents that will be used for the product? How marketers will form the context of the advertisements for the target audience and the kind of processes that will be involved to create an interface for interaction with the potential consumers? Character association or the use of personality to denote product quality is also common in the designing of the matrix etc. (Cuff and Rehire 1998). The marketers are also aware that young children are intelligent individuals who exercise their developing cognitive abilities by associating qualities with certain images. For example Bugs Bunny is clever rabbit or Kellogg’s Pop Tarts are fruity flavoured etc. They are able to associate as well as distinguish between products and characteristics of the products. Identifying the points of difference from the children’s perspectives is critical but not impossible. Acuffand Rehire (1998) also note that these are assumptions that adults make regarding the preferences of children such as teens wanting more energy; identifying with hero athletes; wanting great taste or new product names. Yet at the same time they also warn the marketers that: more often than not these assumptions are left unexamined as to veracity and strength. Its an important practice to check assumptions: check what the leverage actually is, and its relative power versus what has been assumed. More often than not, adults make erroneous assumptions about what kids perceive to be important and powerful because adults are looking at their product or program through adult eyes. It is critical to get at the actual leverage rather than the assumed leverage. With the above hypothetical Enerjuice example in mind, adults may be surprised when testing directly with kids focus groups reveals that the new products blue colour is its most powerful point of leverage and that the majority of kids tested dislike the new name. (Cuff and Rehire 1998). The basic premise in such a condition is that marketers need to ensure they give promises and fulfil them too thereby gaining competitive advantage. This kind of positioning helps them to organize and categorize products in the mind of the targeted consumers. In the end however, the marketers must realize that it is the bigger picture that needs to be satisfied that is product leverage matrix. At the centre of the matrix are the crucial elements that should not be neglected such as gender, stage, age, structure, dimension, style and past experience. The consumers are at the end of this list and are the most powerful deciding factor that can make or break their products. They conclude that Successful products and programs are those that satisfy their needs and wants in the short term (impulse) or in the long term. While a colourful and involving Tricks cereal package with a maze on the back provides for short-term needs satisfaction, Mattels Hot Wheel scars year after year continue to provide young boys with something they need and want small, easily manipulability, colourful minibars that are fun and involving to play cars with (Vroom! Vroom!) And to accumulate and collect. (Cuff and Rehire 1998). Ethical Implications Children advertising have attracted legal, scholars and parental attention. Proponents of the children targeted marketing and advertising argue that the financial backing that children programs are getting derive from sponsors who make programs on television possible. Advertising to children are therefore motivated by profitability. Furthermore they also argue that these sponsors target a separate niche market of children of age group 12 and 14. Advertising provides them with product information and does not really provide stimulus as children in this age group are more like adults with their specific ideologies, attitudes and behaviours where preferences of products and services are concerned. They have been exposed to persuasive messages for a long time and can distinguish persuasive messages from empowering ones. Thus they are product and advertising savvy. On the other hand opponents such as parents and consumer protection groups argue that advertising directed at children are not only unethical but they are also manipulative stimulants that promote consumerism in children from a very young age. Advertisements create wants and poor nutritional habits that induce children to pester parents for products that are harmful for them (Berger 1999). Their opinions have been affirmed by Cuff and Rehire (1997) who suggest that preschool children at two and three years old tend to identify with frequently seen images and therefore would be attracted towards spokes-character in advertising and marketing. The desire to see these characters and related products they see on television, packaging and promotions induce demand for the same among children. According to DelVecchio (1998, p. 225), The objective is to select an effective piece of advertising that will break through clutter, communicate the name of the brand, its key feature and benefit, and do so in a cool way that will elicit a childs request. Those advertisers are successful who successfully use innovation, meticulous marketing, planning and massive exposures in their key characters according to Schneider (1989). The ethical dilemma enters the scenario when one refers to the degree and extent of the use of stimuli. Research indicates that spokes-characters use role play and features that would relate animated with human characters and thereby influence childrens attitudes(Cheat et al 1992). The issues surrounding the use of advertising characters to children stem from the fact that the characters are commoditized without consideration for its impact on the children. Without regulations, advertisers tend to deviate from the conventional use of these characters. They treat children and adult related products alike. That is perhaps the reason why Cross (2002) indicates that there has been a rise in restrictions on tobacco advertising during the 1990sto curb tobacco companies from targeting children by the use of spokes-characters in their advertising and marketing campaigns. In this context advertisements have a deep ethical impact on the cognitive and development of growing children and the authority needs to recognize this fact. According to Redder (1981) children are vulnerable and fail to utilize cognitive plans for storing and retrieving information. The categorization of processing deficiencies stem from the childs inability to use the actual strategies and aids for storing information in the memory. Limited processing capabilities in young age group especially induce children to learn through memorization and are not capable of using tools for separating, segregating and processing information according to utility. Instead they use information incidentally. Television uses fast pace visual graphics and audio-visual medium to influence pre-schoolers and around that age group. The effects become consistent when children are regularly exposed to these audio-visual images so that they become imprinted on the minds of the young children (Alit et al 1980).Animation and other stimulus have double impact on the information processors of children. As children become receptive to advertisements or images that are regularly shown they come to recognize it in their daily experiences. Once the images are imprinted in the targeted group’s mind it is easy to generate brand recognition through triggering keys which may be in the form of visual or audio effects. Spokes-characters such cartoon characters have this essential effects on the children. Studies have found that young children often discriminate between products on simple heuristic of whether one particular quality (which may include brand name or character) is present or not (Rust and Hyatt 1991 qt.Neeley and Schumann 2004). Another aspect of advertisements is that children tend to associate with the characters and brand that they prefer. Instilling a brand in children’s minds is easy when spokes-characters are used to define the qualities of the products. For example in Ban’s (1996) study four and five year olds proved to be receptive to product characteristics by inferring spokes-characters. Bah gives the example of cereal boxes. Boxes with cartoons are associated with sugary and sweet cereal meant â€Å"for kids while those that do not have cartoons are bland and not sweet, and are meant for adults. This logic for cereal preferences and choices indicate that advertisements with their logos, characters and cartoons all have a great impact on the minds of young children in this age group. While Ban’s example seem harmless whereby advertisers are merely using the characteristics and qualities of products to appeal to the young consumers, Fischer et all’s (1991) example raises ethical dilemma. In their study the researchers asked children ages three to six to identify logo brands with the appropriate product. They observe that children tend to associate the Old Joe character with cigarettes. This association has been developed through the inference of the Camel advertisements that uses Old Joe a cartoon character for brand personalization. Hence, the researchers conclude that regardless of the intentions of advertisers and marketers, the effects of advertising on children are inevitable. Yet there are arguments against this view by psychologists such sapient (1929). This group of individuals are of the view that preoperational children between ages two and seven do not really process information logically or abstractly. They rely on processing strategies such as â€Å"transductive† to connect between thoughts and reasoning and therefore not susceptible to the underlying qualities. They may understand simple expressions of but have difficulty in associating it with product differentiation. Consequently Neely and Schumann (2004) write: While research findings show that young childr Ethical Issues of Advertising to Children Ethical Issues of Advertising to Children Ethical Dilemma, Practices and Implications of Children Advertising Creating outstanding products and programs to win marketplace is not an easy job. Specialists in marketing have to develop comprehensive research plans, carry out market researches, analyse the data collected and finally come up with marketing plans that target specific consumer segments. Finding out about human psychology, their preferences, choices and appeals are not only difficult but at times disappointingly inaccurate. Yet marketers today consider themselves experts in such endeavours, and are capable of achieving the almost impossible marketing objectives.   As if these aspects of marketing are not difficult enough, in modern-day marketing field there is a niche in which the marketers have to deal with children. The most difficult task is perhaps the determination of the choices and preferences of these fickle individuals who are still developing, absorbing the environment and learning to become like their adult counterparts. The task of marketing to children is not only daunting but also critical for many businesses such as Nike, Microsoft, Johnson Johnson, Disney, Pepsi, Sega,Kellogs and Mattel to name a few. These companies go through extensive research and consultancy to get to the untapped market of child consumers. One such example is evident in Dan S. Cuff and Robert H. Reiner’s (1998) Youth Market Systems.  According to the authors the development of outstanding products and programs to win childrens marketplace is entirely different from the rest of the market segments. For this purpose they invent a marketing process called Youth Market Systems. The System ensures marketers consider all aspects of marketing to children or teens for any category of goods or services that companies want to sell. There Isa great need for a system of analysis and interpretation as the authors feel that information pertaining to cognitive, emotional and social needs of age groups could transform the programs or product features that target them. Cuff and Reiner’s (1998) strategy merely opens window to the world of advertising to children. As one investigates the categories of products and services that are available to young children, one also tend to develop the consistent belief that children are a separate kind of consumer group and must be treated differently, from advertising to the designing of products. All these efforts no doubt are valid and justified in their own place and position, however a niggling thought crosses the mind when one observes the various approaches and efforts that marketers adopt to reach out to the vulnerable youth consumer segment. There are reasons for these tactics. Cuff and Rehire record approximately $1 billion annual gross revenue for Mattel Incorporated that sells Barbie’s. There are others such as Garfield, He-Man, Cabbage Patch Kids, Power Rangers, LEGO, GI Joes and a myriad of upcoming products invading the market with the sole purpose to tap on these young consumers who are bound by childish emotions and penchant for toys and games. Schemes and strategies are being devised to win over these young consumers for high stakes amounting to billions of pounds. What is more, advertising and marketing to children does not only involve the youngsters but their parents also. For example the Youth Market System identifies parents, grandparents and other close family members as the most influential on children’s purchasing decision. Exploring this group is critical because they are the ones who have control over the wallet and it is on them that children are dependent. The complexity in children marketing therefore lies in attracting both the youngsters and appealing to the parents. A winning formula must be developed to attract both the parents and children. The complexity of this formula makes success rate low which induces marketers to resort to all kinds of schemes and strategies to achieve their desired target, including crossing the line of ethics especially in the field of advertising of children related products (Cuff and Rehire 1998). Scholars and parents alike feel that there are no avenues that advertisers and businesses will not exploit to reach to the young consumers. Exploitations through mental, moral and physical developments of children are common. The strategies to target children involve creation of wants to satisfy the impulse rather than actual needs. For example consoles such as Mattels Hot Wheels, and Barbie’s fashion collections are not really required by children but wants created by advertisers and marketing campaigns. Long term needs satisfaction has been replaced by short term needs. They are not the only ones exploited. Their parents are also plagued with different kinds of created needs for their children such as the wellbeing; status symbol; and their selfish need to have their child preoccupied with the multitude of products and free them from child responsibilities. Statement of the Problem These aspects portray not only the ugly but also the unethical sides of the world of advertising. How true are these aspects and to what extent do advertisers reach to capture their target consumers? Do they cross the borders of ethics or not to maximise gains from vulnerable consumer market? And what, if anything, should be done to control and ultimately restrict the freedom of advertising aimed at children are some of the areas that the following research will endeavour to enumerate. Literature Review Children have become the key target for many advertisers. Children are vulnerable, easy to exploit consumers and they perceive things as advertisers want them to perceive, or so many of us believe. Despite the fact that children are nowadays smart and knowledgeable of the marketplace nevertheless for many marketers they are relatively easy to target due to the sheer size of the childrens consumer market. Advertisers thrive by earning billions of pounds with the backing and funding of the profit seeking organizations that hire them. These companies are not only producing goods that appeal to the children but they are also exploiting their parents. The dual targeting approach makes this market segment attractive as well as representative of high yield for investment. For example in many regions of the world including the US, Europe and Japan, companies are investing billions so that they can capture and tap the youth market segment but at the same time they are also reaping billions in return. Advertisers and marketers are entrusted with the task to achieve sales targets by generating desired actions from the segment. The wide appeal has motivated many professionals to enter and adopt whatever means and measures to achieve their targets. Ethical implications surpasses but few in the field of advertising that target children. For these reasons the authority, lobbyists and parents are demonstrating their concerns regarding the impact of media and advertising on children. The following literature review will first outline why and how children are targeted, followed by a review of the kind of ethical implications advertising and the media has on children. This will be followed by an exploration of the measures that are being taken to counteract the problem, if any. Children Advertising Advertising to children has not been an issue until recently with the boom of the media. More and more parents are concerned about the legal controls that the authority levy on advertising criteria as most are concerned about the kind of tactics advertisers are using to influence children for the sake of maximizing their profits. For example Begot and Dottie (2004) note that pornography, cigarette and tobacco related, alcohol and other products prohibited for children are being promoted on television freely without restriction. Advertisement messages for these adult related products are tailored for adult consumption but due to the appeal of mass viewership and the higher profits, the advertisements are aired during children television primetime. As a result the advertisements expose children to contents that are not meant for them. Had that been the only case then the issue of advertisement would not have been so controversial. Research suggest that children between the ages of 6 and 14 years old watch about 25 hours of television per week in the US and they are exposed to 20,000 commercials in a  year (Moore and Lutz 2000).Children at this age are vulnerable because they are developing a sense to comprehend and evaluate messages in the environment. Stimulated messages on television not only have a harmful impact but they are also detrimental in persuading children to develop wants for products that are not meant for them. According to Moore and Lutz (2000) Beyond advertisements, children gain marketplace information from the products they encounter, advice from friends and relatives, and their own consumption experiences. Through consumption, children learn what products are good and bad, whether advertising claims are truthful, what brands they prefer, and even products that convey social meanings apart from their functional properties. For children the experiences that heighten their importance in their social circle and the adult world have the most meaning. They do not have the ability to counteract or check on the viability or the authenticity of the message initially when they are young as they are dependent on adults for explanatory information accessible only through print media. By the time children grow to the teenage level the functionality of literacy diminishes tube replaced by their desire and need to fit in their social life. Without consideration for product usefulness or content, children develop wants for products beyond their pockets and reach. Similarly, children are also exposed to advertisements for fashion products that are actually designed for adult consumers but they are often condensed to tailor to the younger audience with the purpose to include the young consumers in the marketing campaigns. For this reason children develop receptivity for fashion products without the required information for decision making.  Moore and Lutz (2000) recognize the importance of childrens advertising and its impact on young audience by revealing that children are receptive to advertising demonstrated in experiments of relation between ads and products. They write: Research investigating childrens receptivity to television advertising has studied what children understand, under what circumstances they are persuaded, and how their responses evolve as they mature (e.g. Macklin 1987; Redder 1981). Drawing extensively on information processing and stage models, researchers have gained substantial insight into the development of childrens cognitive skills and their deployment during ad processing. (Moore and Lutz 2000) Their research indicates that children are at a stage where they are developing cognitive abilities. Advertisers vie on this susceptible developmental stage by targeting the limited processors of children that have not yet acquired efficient information processing strategies, a fact that may be reflected in their inability to distinguish between central and peripheral content in message learning. (Moore and Lutz2000). They further this idea by writing that at the stage of ages 8and 12 children are susceptible to information that are stimulated and that target the vulnerability of the strategic processors.   Because at this age group children tend to spontaneously employ efficient information storage and retrieval strategies. They organize and retrieve information based on available information and stimulus. Unless their knowledge of advertising is expressly activated by such acute, these children tend not to think critically or generate counterarguments spontaneously. They may also neglect to differentiate between central and peripheral content when learning new information. When there is an appropriate cue in their environment, however, they are likely to retrieve and use relevant information. (Moore and Lutz2000). Therefore children may develop recognition mechanism on how advertising should be viewed but that is dependent on external factors like parental guide, government policies or other mediating channels. Evidence suggests that there is substantial amount of influence on this age group when they are not guided in the preliminary stages in understanding the intent of advertisements. Research reveals that significant guidelines must be levied before children rationale and deliberate on the content of advertisements shown on television. â€Å"Advertising is thus implicitly accorded substantial power to shape children’s thinking until they acquire sufficient cognitive and attitudinal defences. (Moore and Lutz 2000). Other than the cognitive development impressions on children, advertising also influence them to take actions. In a study by Smithland Wynyard (1982) on consumer behaviour and response towards product trials offer through advertisements suggests that because consumers know that advertisers wish to present their brands in a favourable light, they react to ads by partially discounting claims and forming tentatively held brand beliefs and attitudes. In contrast when consumers have direct usage experience, they form stronger, more confidently held brand beliefs and attitudes. This phenomenon has been observed in a number of studies with adults and may be consistent with the case of children. The same expectations is held with regard to children advertising as researchers are of the opinion that with age, the capacity to form brand opinions tend to be more among older children. For example children of age groups 10 and 12, and 12 and 14year olds tend to tell the truth and more likely to be sceptical towards the institution of advertising rather than blindly accept advertisement claims. According to Michel Begot and Barbara Dottie (2004) children advertising are dynamic and highly appealing. The authors are of the opinion that children are the key target for advertisers because brand preferences in this age group remain unchanged for a long time. Children remain loyal to the brands they are used to yet at the same time they have growing pockets to afford more expensive items as they grow older. The above aspects indicate that children though are smart and knowledgeable to sceptically evaluate and experiment with products through advertisement claims they are also aware of the fact that these advertisers claim may not be true. At this point it is arguable to note that some school of thoughts separate the vulnerable youngsters from the smart young consumers who have the cognitive ability to critically examine the advertisement claims and disregard them if not proven true. According to Robertson and Resister (1974) if ads present information different from a childs actual experience, confusion may result and trust in advertising may be determined. Conversely, others suggest that until children actually experience discrepancies between products as advertised and as consumed, they are unable to fully comprehend advertisings persuasive intent. For this reason Moore and Lutz (2000) claim that advertising use frames for product trials known as transformational advertising in which adult consumers are drawn towards the products prior to advertising exposures by asking them to participate in the process of experimenting and interacting with the product with the view to interpret, evaluate and subsequently form their experience impressions. The expectancy or discrepancy frame sets are formed for comparison of later product trials which help in determining discrepancies or consistencies of product qualities. Mooreland Lutz (2000) present the testing paradigm to show that rational consumers are clever in testing advertising claims of product performances. Testing paradigm enable them the opportunity to evaluate and form opinions. Children, on the other hand do not have the same reaction or taste for distinguishing discrepancy in the same manner. On the other hand Ziegler (1996) believes that advertising and product trials have different effects on childrens capacity to integrate multiple sources of information for consideration. Young children tend to engage in one-dimensional thinking pattern and rely on multiple dimensions for a given task. Integration is imperative for children because they are dependent on this integration processing of information for forming perceptual domains and consumer behaviour. When younger children are presented with information it is encoded and stored in the recesses of the mind, and whenever needed retrieve it for evaluation. Information integration is basically combining new information presented in the media with the old information, and comparing the two. Disparate media information result in discrepancy inexperience. This in turn results in loss of trust in advertisement messages. Not all children however are wise enough to discriminate information. Moore and Lutz (2000) believe that age differences differentiate expectations and credibility of advertising. They write Younger children have been found to hold more positive attitudes about advertising, to be more likely to believe its claims, and to be less likely to understand its essential purpose. Thus, among younger children advertisings credibility is not likely to arise as a concern, and they are likely to perceive both advertising and a product trial experience as believable sources of information. (Moore and Lutz2000). Clearly, this statement identifies with the fact that younger children are more susceptible to advertising and they are prone to take actions without critical evaluation. For older children advertisers may not integrate strong expectations about a brand and instead focus on the stronger results to generate confidence in product usage (Fazio1986). Alternatively there are groups of advertisers who vie on the physical habits of children. For example one of the most invidious techniques is to use junk food in advertising for children. The use of celebrities to endorse these foods without any consideration for balanced diet or fitness is common in the industry. In the UK the BBC which is funded by licence and tax payers, received around 32 million pounds in 2001for franchising its Tweenies’ characters to McDonalds the Food Commission found that the Tweenies’ products were high in junk elements. Despite this fact the UK government continues to allow brands such as Cadburys to market its products and launch campaigns that have negative effects on the physical health of children. These efforts are designed to generate more profits and not the public interest. They are aware of the fact that the lack of exercise coupled with high calorie food result in obesity and other related diseases in children. The rate of obesity has doubled in the past 10 years from 8.5percent to 15 present among children under 16 years (The Lancet 2003).Yet advertisements continue to infiltrate the media and other channels with the objective to vie on children. Advertising Strategies Children have long been recognized as the target market for many companies due to its economic potential. Recent estimates by Moore(2004) indicate that children and associated markets account for 24billion dollars of direct spending and it has an additional 500 billion dollars influence over family purchases. Children are considered to be potential gold mines for campaigners and advertisers alike. Television channels and the print media as well as companies are constantly engaged in complex product placements, sales promotions, packaging design, public relations, and in-school marketing activities with the view to reach out to children and their parents. Given the time children spend in front of the television, on the Internet and media gadgets, marketers realize that children form a huge consumer base for â€Å"toys, breakfast cereals, candy and snacks etc. For this purpose there are more and more commercials on television to induce buying preference and action. TV commercials especially are being developed to induce children to purchase and participate in programs promoting cars, fashion, cell phones and other such adult related products. According to Moore (2004) At the root of the childrens advertising debate is the question of childrens unique vulnerabilities. Concerns about young children range from their inability to resist specific selling efforts to a fear that without benefit of well-developed critical thinking skills they may learn undesirable social values such as materialism†(Macklin, 1986 qt. Moore 2004). Her view is also affirmed by Cuff Andrei her (1998) who indicate through their study that children are susceptible to advertisements because of the extensive measures and strategies adopted by the advertisers. Their study reveals that marketers devise winning formulas to gain the confidence of children by sending out messages that winning children are those who are associated with certain brands. These may be Barbie, He-Man, Teletubbies or Spider-Man. Identification and association are the keys to the winning formula. The success rate of the winning formula depends on how deep an impact the product or brand has through the advertisements. These are developed based on the knowledge of the development of the mind of the growing consumers. The product leverage mix is formed based on qualities that are demanded by children such as characteristics of aero, power of a character and/or qualities of the product. The product leverage matrix is a comprehensive model formed for analysing the needs and wants of the young consumers and a guide to allow marketers to have look at the bigger picture. Once the matrix is determined the medium, concept, content, context, process, characters or personality, and attitude or style are established. Elements to be noted include: What is the psychological point of view of the target audience? What are the visual and verbal contents that will be used for the product? How marketers will form the context of the advertisements for the target audience and the kind of processes that will be involved to create an interface for interaction with the potential consumers? Character association or the use of personality to denote product quality is also common in the designing of the matrix etc. (Cuff and Rehire 1998). The marketers are also aware that young children are intelligent individuals who exercise their developing cognitive abilities by associating qualities with certain images. For example Bugs Bunny is clever rabbit or Kellogg’s Pop Tarts are fruity flavoured etc. They are able to associate as well as distinguish between products and characteristics of the products. Identifying the points of difference from the children’s perspectives is critical but not impossible. Acuffand Rehire (1998) also note that these are assumptions that adults make regarding the preferences of children such as teens wanting more energy; identifying with hero athletes; wanting great taste or new product names. Yet at the same time they also warn the marketers that: more often than not these assumptions are left unexamined as to veracity and strength. Its an important practice to check assumptions: check what the leverage actually is, and its relative power versus what has been assumed. More often than not, adults make erroneous assumptions about what kids perceive to be important and powerful because adults are looking at their product or program through adult eyes. It is critical to get at the actual leverage rather than the assumed leverage. With the above hypothetical Enerjuice example in mind, adults may be surprised when testing directly with kids focus groups reveals that the new products blue colour is its most powerful point of leverage and that the majority of kids tested dislike the new name. (Cuff and Rehire 1998). The basic premise in such a condition is that marketers need to ensure they give promises and fulfil them too thereby gaining competitive advantage. This kind of positioning helps them to organize and categorize products in the mind of the targeted consumers. In the end however, the marketers must realize that it is the bigger picture that needs to be satisfied that is product leverage matrix. At the centre of the matrix are the crucial elements that should not be neglected such as gender, stage, age, structure, dimension, style and past experience. The consumers are at the end of this list and are the most powerful deciding factor that can make or break their products. They conclude that Successful products and programs are those that satisfy their needs and wants in the short term (impulse) or in the long term. While a colourful and involving Tricks cereal package with a maze on the back provides for short-term needs satisfaction, Mattels Hot Wheel scars year after year continue to provide young boys with something they need and want small, easily manipulability, colourful minibars that are fun and involving to play cars with (Vroom! Vroom!) And to accumulate and collect. (Cuff and Rehire 1998). Ethical Implications Children advertising have attracted legal, scholars and parental attention. Proponents of the children targeted marketing and advertising argue that the financial backing that children programs are getting derive from sponsors who make programs on television possible. Advertising to children are therefore motivated by profitability. Furthermore they also argue that these sponsors target a separate niche market of children of age group 12 and 14. Advertising provides them with product information and does not really provide stimulus as children in this age group are more like adults with their specific ideologies, attitudes and behaviours where preferences of products and services are concerned. They have been exposed to persuasive messages for a long time and can distinguish persuasive messages from empowering ones. Thus they are product and advertising savvy. On the other hand opponents such as parents and consumer protection groups argue that advertising directed at children are not only unethical but they are also manipulative stimulants that promote consumerism in children from a very young age. Advertisements create wants and poor nutritional habits that induce children to pester parents for products that are harmful for them (Berger 1999). Their opinions have been affirmed by Cuff and Rehire (1997) who suggest that preschool children at two and three years old tend to identify with frequently seen images and therefore would be attracted towards spokes-character in advertising and marketing. The desire to see these characters and related products they see on television, packaging and promotions induce demand for the same among children. According to DelVecchio (1998, p. 225), The objective is to select an effective piece of advertising that will break through clutter, communicate the name of the brand, its key feature and benefit, and do so in a cool way that will elicit a childs request. Those advertisers are successful who successfully use innovation, meticulous marketing, planning and massive exposures in their key characters according to Schneider (1989). The ethical dilemma enters the scenario when one refers to the degree and extent of the use of stimuli. Research indicates that spokes-characters use role play and features that would relate animated with human characters and thereby influence childrens attitudes(Cheat et al 1992). The issues surrounding the use of advertising characters to children stem from the fact that the characters are commoditized without consideration for its impact on the children. Without regulations, advertisers tend to deviate from the conventional use of these characters. They treat children and adult related products alike. That is perhaps the reason why Cross (2002) indicates that there has been a rise in restrictions on tobacco advertising during the 1990sto curb tobacco companies from targeting children by the use of spokes-characters in their advertising and marketing campaigns. In this context advertisements have a deep ethical impact on the cognitive and development of growing children and the authority needs to recognize this fact. According to Redder (1981) children are vulnerable and fail to utilize cognitive plans for storing and retrieving information. The categorization of processing deficiencies stem from the childs inability to use the actual strategies and aids for storing information in the memory. Limited processing capabilities in young age group especially induce children to learn through memorization and are not capable of using tools for separating, segregating and processing information according to utility. Instead they use information incidentally. Television uses fast pace visual graphics and audio-visual medium to influence pre-schoolers and around that age group. The effects become consistent when children are regularly exposed to these audio-visual images so that they become imprinted on the minds of the young children (Alit et al 1980).Animation and other stimulus have double impact on the information processors of children. As children become receptive to advertisements or images that are regularly shown they come to recognize it in their daily experiences. Once the images are imprinted in the targeted group’s mind it is easy to generate brand recognition through triggering keys which may be in the form of visual or audio effects. Spokes-characters such cartoon characters have this essential effects on the children. Studies have found that young children often discriminate between products on simple heuristic of whether one particular quality (which may include brand name or character) is present or not (Rust and Hyatt 1991 qt.Neeley and Schumann 2004). Another aspect of advertisements is that children tend to associate with the characters and brand that they prefer. Instilling a brand in children’s minds is easy when spokes-characters are used to define the qualities of the products. For example in Ban’s (1996) study four and five year olds proved to be receptive to product characteristics by inferring spokes-characters. Bah gives the example of cereal boxes. Boxes with cartoons are associated with sugary and sweet cereal meant â€Å"for kids while those that do not have cartoons are bland and not sweet, and are meant for adults. This logic for cereal preferences and choices indicate that advertisements with their logos, characters and cartoons all have a great impact on the minds of young children in this age group. While Ban’s example seem harmless whereby advertisers are merely using the characteristics and qualities of products to appeal to the young consumers, Fischer et all’s (1991) example raises ethical dilemma. In their study the researchers asked children ages three to six to identify logo brands with the appropriate product. They observe that children tend to associate the Old Joe character with cigarettes. This association has been developed through the inference of the Camel advertisements that uses Old Joe a cartoon character for brand personalization. Hence, the researchers conclude that regardless of the intentions of advertisers and marketers, the effects of advertising on children are inevitable. Yet there are arguments against this view by psychologists such sapient (1929). This group of individuals are of the view that preoperational children between ages two and seven do not really process information logically or abstractly. They rely on processing strategies such as â€Å"transductive† to connect between thoughts and reasoning and therefore not susceptible to the underlying qualities. They may understand simple expressions of but have difficulty in associating it with product differentiation. Consequently Neely and Schumann (2004) write: While research findings show that young childr