The Time Back Essay Example | Topics and Well Written Essays - 1250 words

The Time Back - Essay Example Michael never told anyone that he was counting the days, weeks, months and years devoid of his mother’s presence. It was as if by counting them, she was still here, still present. The bitter sweetness of constant remembrance took great hold of him and would not let go. He could smell her everywhere around the house, her bedroom still smelled of her perfume, even though uncle Rob and auntie Emma emptied her closets and drawers. He liked uncle Rob and auntie Emma. They were very nice to him, and having no children of their own, came to take care of him in the house where he used to live with his mother. He heard them say one time that it would be good for him to stay in this house, because the move might create more emotional and psychological damage to a thirteen year old boy. And, so they came and stayed. Auntie Emma made the best chocolate chip cookies in the world, that was what even his mother admitted to on several occasions, while uncle Rob worked in a toy factory and wou ld bring a small toy every week. Usually it was little cars, tractors, Rubik’s cubes and similar. Nobody ever mentioned his father. He took off before Michael was born, and his mother decided not to talk about him. Well, not much, that is. She was always polite enough to answer his questions of: Mommy, why do John and Tim, and Bessie and Joanna have dads and not me? She would take him in her lap and explain that their dad is somewhere else, that he had some very important business to take care of and that she was not sure he would be coming back. But, that does not make Michael any different from John, Tim, Bessie, Joanna or anyone else. Having stopped daydreaming, he threw a small rock into the river and went back into the house to have lunch. The whole kitchen smelled deliciously of chicken soup and meat, mash potatoes, fresh salad and for dessert, pecan pie. â€Å"Wash your hands, sweetheart and then come have lunch,† auntie’s voice was soft and melodious, an d if he closed his eyes, he could imagine his mother saying it. The two sisters always looked and sounded very much alike. Having finished lunch, he was told to go to his room and tidy up a bit. His room was not a mess, but nonetheless he was taught that an ordered mind requires an ordered surrounding. He always believed his mother was the smartest person in the world. He started putting things away, and then noticed a stack of cards on the table. You don’t belong here, silly little things, he smiled to himself. It was a stack of cards, which his aunt and uncle borrowed from time to time when they wanted to amuse themselves. Arranging the cards, he noticed that one particular card was bigger than all the others. He took it out and saw that it wasn’t a playing card at all. It was a business card which said â€Å"Need science help† with a phone number. Nothing more. He thought it might be someone looking for an assistant. After a bit of consideration and talking w ith his uncle and aunt to see if they would approve, he decided to dial the number. He was always interested in science and liked knowing how stuff functioned. Maybe this was the person to ask such things. They even allowed him to make the call himself, but of course, they would take him to the place. Happily, he dialed the number and listened to the phone. All he could hear was silence at first, no ring

Need for Accounting Standards Essay Example for Free

Need for Accounting Standards Essay Critically evaluate the need for accounting standards and the need for a set of principles on which they are based. Accounting Standards Accounting standards contain a set of rules and governing practices for the treatment of all financial transactions. The main objective of accounting standards is to establish recognition, measurement, presentation and disclosure requirements dealing with financial transactions and key events which are important in the financial statements of companies. These financial statements give end-users important information, as well as an in depth understanding about an organizations performance, position and cash flow. Some examples of users of financial statements include potential investors, employees, suppliers and government agencies. As such, accounting standards provide the basic framework for financial statements to be presented in a fair and credible manner, such that it reflects the true overview of the financial status of an organization. These standards also help to present financial statements in a standardized and coherent manner, so that end-users worldwide are able to extract information and make decisions based on them. Advantages of Accounting Standards One advantage of having accounting standards is that it helps to ease the understanding of financial statements. What this means is that with accounting standards, financial statements reflect the financial position and status of an organization in a clear and coherent manner. With the need to publish financial statements in accordance to accounting standards, it also improves the credibility and reliability of the information present in the financial statements. End users, such as potential investors, top management and stakeholders, are able to make more informed decisions with greater confidence based on the information extracted. Accounting standards also provides guidance for accountants in their line of work. When financial reporting issues arise, accountants may refer to published accounting standards to determine how to publish an event. Some examples of these issues include new accounting transactions and new actions incorporated by an organization. Since accounting standards serve both as a reference and a guideline to accountants, this reiterates the transparency, reliability and credibility of financial statements when they are published based on a common accounting framework. Disadvantages of Accounting Standards A disadvantage of using accounting standards is in its inflexibility. For example, an accountant working in an organization which complies with accounting standards might find himself having a hard time in his line of work. This is because he has to make the organization’s unique experience fit into the guidelines laid out in published accounting standards. Another disadvantage of accounting standards is in its cost to comply with the standard. When a company decides to comply with the new standard, it must first consider the requirements of the standard, and what actions the company must take to implement the standard and the cost to do so. In many cases, this proves to be very costly as implementing and complying with a new standard would require system upgrades and employee training. Principle-based Standards Principle-based standards (PBS) is a framework of generally accepted accounting principles (GAAP) which accountants use for financial reporting. Some examples of the guidelines found in PBS include regularity, consistency, sincerity, prudence, continuity, periodicity and good faith. In PBS, an accountant follows these simple key objectives which help to ensure good reporting. The rules and guidelines set out in PBS only serves as reference and guide the accountant when he is doing his financial reporting. Advantages * Flexible, its broad guidelines allows it to be used in various circumstances * Allows companies to produce financial report using a method that best suit them Disadvantage * Lack of guidelines could lead to variation in financial reporting, making it difficult in terms of comparability Rules-based Standards Rule-based standard (RBS) refers to a list of detailed rules that must be followed when preparing financial statements. The list of rules serves as a checklist when accountants prepare financial statements at the end of a company’s fiscal year. This approach is more favoured by accountants because in preparing the financial reports by following the RBS checklist, it reduces the possibility of being brought to court if their judgements of financial statements are found to be incorrect. Advantages * Having a defined list of rules in preparing financial statement allows standardization, improving consistency which allows comparability between different companies * Easier to audit for compliance purposes Disadvantage * Having to follow a detailed set of rules results in rigidity, each transaction is accounted with respect to each rule. * Accountants have to comply to the rules set forth in RBS or face penalties for non-compliance. Conclusion In conclusion, there is a necessity for accounting standards when companies prepare their financial reports. Financial statements prepared based on accepted accounting standards not only gives users a detailed overview of the financial position of a company, but also assures users that the information they had obtained is reliable, credible and transparent. Question 2 The International Accounting Standards Board’s Framework for the Preparation and Presentation of Financial Statements requires financial statements to be prepared on the basis that they comply with certain accounting concepts, underlying assumptions and (qualitative) characteristics. Five of these are: Matching/accruals, substance over form, prudence, comparability and materiality. Briefly explain the mean of each of the above concepts/assumptions. IASB Framework The International Accounting Standards Board (IASB) framework is drawn up and used in preparing and presenting financial statements. The framework was drawn up and approved in April 1989 and published in July 1989. It was adopted by the IASB in April 2001 and later in September 2010; the Conceptual Framework for Financial Reporting 2010 was approved by the ISAB. (Deloitte, 2012) The purpose of the framework is to lay down guidelines to help ISAB shape the preparation and presentation of financial statements for end users. The IASB Framework acts as a guideline to the Board in establishing future frameworks and as well as a guide to solving accounting issues that are not addressed directly in an International Accounting Standard or International Financial Reporting Standard or Interpretation. The scope of the framework includes the objective of financial report, the qualitative characteristic of useful financial information, the elements of financial statements and the measurement of the elements of financial statements. The focus would be on five of the many qualitative characteristics present in the IASB Framework. The five qualitative characteristics, namely matching/accruals, substances over form, prudence, comparability and materiality would be further discussed in detail as follows: Matching/Accruals Concept Accruals concept is an accounting method that measures the performance and position of a company by journaling economic events regardless of when cash transactions occur. According to this concept, the revenues and expenses are recognized when they are earned or incurred and not when actual money is received or paid. The matching concept is an extension of the accruals concept, whereby revenue earned by the company and the expenses incurred by a company to earn that revenue has to be accounted in the same accounting period. For example, a business records its utility bills as soon as it receives them and not when they are paid, because the service has already been used. The company ignores the date when the payment will be made. Substance over Form Substance over form is the concept that the information shown in the financial statements and accompanying disclosures of a business should reflect the underlying realities of accounting transactions, rather than the legal form in which they appear. This would result in a true view of the affairs of the entity to be presented. Substance over form is critical for reliable financial reporting, particularly in cases of revenue recognition, sales and purchase agreements. For example, a lease might not transfer ownership to the leasee but the leasee has to record the leased items as an asset if it intends to use it for major portion of its useful life or where the present value of lease payment is fairly equal to the fair value of the asset, etc. Although legally the leasee is not the owner, so the leased item is not his asset, but from the perspective of the underlying economics the leasee is entitled to the benefits embedded in the use of the item and hence it has to be recorded as an a sset. Prudence Concept The prudence concept, also known as the concept of conservatism, refers to be cautious when it comes to the recording of business transactions. It is stated that under the prudence concept, the amount of revenues recorded should not be overestimated; neither should the amount of expenses be underestimated. One should be conservative in recording the amount of assets, and not underestimate liabilities. (Steven Bragg, 2011) In terms of profit and loss, anticipated profits cannot be recorded down as profits until they materialize. Some examples of exercising prudence is when company’s inventory should be valued ‘at cost or market price, which is less’, and a provision should set up for an allowance for doubtful accounts. Comparability Concept Comparability is one of the key qualities which accounting information must possess. Accounting information is comparable when accounting standards and policies are applied consistently from one period to another and from one region to another. The characteristic of comparability of financial statements is important because it allows us to compare a set of financial statements with those of prior periods and those of other companies. Financial statements of one entity must also be consistent with other entities within the same line of business. This should aid users in analyzing the performance and position of one company relative to the industry standards. It is therefore necessary for entities to adopt accounting policies that best reflect the existing industry practice. For example, a company which sells mobiles phones values its inventory based on First In First Out (FIFO) method previously, it must continue to do so in the future so as to preserve consistency in the reported inventory balance. A switch to other methods may cause a shift in the value in the inventory, which results in lack of basis of comparability. Materiality Concept It is stated that information is material if its omission or misstatement could influence the economic decisions of users taken on the basis of the financial statements (IASB Framework) Materiality therefore relates to the significance of transactions, balances and errors contained in the financial statements. Materiality defines the threshold or cutoff point after which financial information becomes relevant to the decision making needs of the users. Information contained in the financial statements must therefore be complete in all material respects in order for them to present a true and fair view of the affairs of the entity. For example, the government of the country in which a company operates in working on a new legislation which would seriously impair the companys operations in future. Although there are no figures involved, but the implication on the company would be so great that it would be material for this information to be made known to parties it may concern. References IASB Framework, 2012, http://www.ifrs.org/current-projects/iasb-projects/conceptual-framework/Pages/Conceptual-Framework-Summary.aspx (Cited 23 December 2012) Deloitte IAS Plus, History of IASB Framework, http://www.iasplus.com/en/standards/standard4 (Cited 23 December 2012) Steven Bragg, 13 March 2011, What is the prudence concept in accounting, http://www.accountingtools.com/questions-and-answers/what-is-the-prudence-concept-in-accounting.html (Cited 23 December 2012)

Drug Abuse and Mental Health Essay -- addiction, illness, informative

Substance abuse complicates almost every aspect of care for the person with a mental disorder. When drugs enter the brain, they can interrupt the work and actually change how the brain performs its jobs; these changes are what lead to compulsive drug use. Drug abuse plays a major role when concerning mental health. It is very difficult for these individuals to engage in treatment. Diagnosis for a treatment is difficult because it takes time to disengage the interacting effects of substance abuse and the mental illness. It may also be difficult for substance abusers to be accommodated at home and it may not be tolerated in the community of residents of rehabilitation programs. The author states, that they end up losing their support systems and suffer frequent relapses and hospitalizations (Agnes B. Hatfield, 1993). Furthermore, mental illness and drug addiction are conditions that often occur together. This is a person who has two brain disorders that influence one another, and which both need treatment. Some say that certain drugs may actually cause mental illness in individuals with a weak genetic profile (Genetic Science Learning Center, 2011).With that being said, symptoms may get worse, but drugs do not necessarily cause mental illness. Some people may begin using drugs of abuse as a form of self-medication. For instance, drugs of abuse may temporarily relieve some of the symptoms associated with stress, anxiety, or depression, but the problems will still exist. Therefore, the form of self-medicating when using drugs can lead to harmful effects in a person’s mental health. People who have been undiagnosed may also suffer from serious mental disorders. So they may take drugs to relieve their symptom which is known as self-me... ...nosis and Mental Illness (Schizophrenia and Drug or Alcohol dependance) . Retrieved february 11, 2011, from schizophrenia.com: http://www.schizophrenia.com/family/dualdiag.html Center, N. D. (2004, April). Drug Abuse and Mental Illness. Retrieved Febrauary 9, 2011, from Justice.gov: http://www.justice.gov/ndic/pubs7/7343/7343p.pdf Genetic Science Learning Center (2011, January 24) Mental Illness: The Challenge of Dual Diagnosis. Learn. Genetics. Retrieved February 18, 2011, from http://learn.genetics.utah.edu/content/addiction/issues/mentalillness.html Lietz, J. (2011). Effects of Substance Abuse. Retrieved February 18, 2011, from ehow.com: http://www.ehow.com/about_4799336_effects-substance-abuse.html Samouilhan, T., & Seabi, J. (2010). University students' beliefs about the causes and treatments of mental illness. South African Journal of Psychology, 74-89 .

Women and Religion in the Middle East

Religion and Women in the Middle East Religion goes hand in hand with culture, and in the Muslim countries this is very apparent. The cultural importance of men over women may have stemmed from religion, however it was further recognized when imperialist countries introduced capitalism and class divides. â€Å"Islam must combat the wrenching impact of alien forces whose influence in economic, political, and cultural permutations continues to prevail† (Stowasser 1994, 5).Now, instead of an agrarian state where both men and women had their place, difficulties have formed due to the rise in education and awareness that women can and do have a place in society beyond domestic living Though women are not equal to men anywhere around the world, the differences between men and women are greater possibly in the Muslim world, partially due to religion and culture. â€Å"Fewer women are educated in the Muslim world than in other culture areas†¦The percentage of women working other than agriculture is probably the smallest in the world, the birth rate the highest, and the laws regarding marriage and related matters most unequal† (Stowasser 1994, 5). Though, of recent years inequality has been blamed on the Islamic religion, gender inequalities were in the Middle East before Islam. However, by radical groups and male elite, women are being discriminated because of their gender due to religious connotations amongst other things. The male bias, like in most religions, has been enforced within society like in the text of the Qur’an.Keddie and Beck asserts that, â€Å"In Islamic law women have male guardians; woman’s testimony is worth half that of a man; women are considered to have less reason than men† (Beck and Keddie 1978, 25-26). So the Qur’an in many of the Middle Eastern countries has been taken and formed in ‘Islamic Law’ which may not entirely reflect what is said in the Holy Book, but has been used to discr iminate and divide, not only gender, but class and status. What will be discussed is the divide between men and women due to religion, and why that is in certain countries in the Middle East and not others.It is not necessarily the Qur’an that has brought about the discrimination of women. There is male dominance in most every religious book. However it is how it has been translated, either by modernists, conservatives, and fundamentalists and how this has altered the treatment of women in society. In addition to this, it is also important to consider the country and how it is run. In the Middle East, regime is varied and eclectic; it would seem that the countries that are run by elite monarchists such as Saudi Arabia, have stricter laws on women and are more conservative or fundamental Islamists.On the other hand, countries that have a more lenient approach have better education and rights for women (though still not as forward as some Western countries). These thoughts by f undamentalists or conservatives relate to Muhammed’s spouses and how they are discussed in the Qur’an as there are no female prophets. According to Stowasser, the main components and treatment of women are set in the Qur’an, which is ‘segregation and quiet domesticity; modest comportment, indeed, invisibility through veiling; ascetic frugality; devout obedience to God and His Prophet.Insofar as the latter was these women’s husband, special emphasis is also placed on wifely obedience (Beck and Keddie 1978, 118). ’ This is seen as a very conservative view and parts of the Qur’an have been used to determine this, which is said to be harmful to women. Modern interpretations of the Qur’an suggest that manipulation of texts has led to foreign intervention due to human rights issues on gender. However, the modernists do not believe in segregation, and though religion is important to have, you should not be discriminated on how devout y ou are.They use the Qur’an not in a literal sense, but in a way which fits into modern society and works with both genders. The teachings in the Qur’an can be twisted either way. Practices of fundamental Islamists vary when it comes to marital rights, education, and behavior and punishment of women according to the Qur’an. In some societies, women in the judicial process have very few rights that are the same as men, and their punishment seems to be much greater. Treatment by the Taliban in Afghanistan, and by other groups such as the influence of the Muslim Brotherhood all contribute to how women are treated legally.Zohreh Arshadi asserts that in countries such as Iran, â€Å"The Islamic punishments have encouraged a culture of violence against women†¦ The fact that men receive a lighter punishment if they commit a violence against women undoubtedly encourages such violence. We saw how women could be killed with impunity during alleged adultery. Stoning t o death for adultery, although technically admissible for both sexes, has also been carried out mainly against women† (Arshadi 2012).It is in countries such as Iran, Saudi Arabia, Afghanistan, and some non-Middle Eastern countries where the Qur’an is taken as a literal word and law, and there is constituted into actual state law. This means that certain texts from the Qur’an are used to treat women violently. For example a passage in the Qur’an states: Hadith Muslim (4:1982)   The Prophet said, â€Å"I saw Hell also. No such (abominable) sight have I ever seen as that which I saw today; and I observed that most of its inhabitants were women. They said: Messenger of Allah, on what account is it so?He said: For their ingratitude or disbelief (bi-kufraihinna). It was said: Do they disbelieve in Allah? He said: (Not for their disbelief in God) but for their ingratitude to their husbands. † Again, the inferiority of women to men that is listed in the Q ur’an has meant that fundamentalist groups put pressures on women that is not apparent for the men. The repetition of how ‘unholy’ and disobedient women are means that is the way they are treated, which infringes on their rights. This was apparent in Kuwait, where a monarch (Sheikhs) and the elite ruled with heavy Islamic laws until the 1980s.There were no schools for girls; it was compulsory for women to be covered in only black by puberty, where then they would soon be married; and Polygamy was common place where not only could a man have up to four wives (condoned by Islamic Law) but could also keep female slaves (Beck and Keddie 1987, 174). This is a typical scene in fundamental countries; women with no education, little rights that match the men, and severe punishment if thought to be misbehaving. Though this has changed since the 1980s, it will still haunt their history.Though there are very few states that are run by this ancient Islamic way, there are sti ll groups that carry this out in modern Middle Eastern countries. For instance the Muslim Brotherhood in Egypt have carried out ritual beatings and stoning of women, and it has been made clear they use the Qur’an as a way of putting women in a domestic place only. Asserted by a female blogger in Egypt ‘It is abundantly clear that the Muslim Brotherhood do not see women rights as natural and inalienable. Their rights must be restricted by Sharia and their duties in society; duties which are in themselves dictated by Sharia. (2011. On Coptic Nationalism; The Position of the Muslim Brotherhood on Women and Children – Analysis and Critique of the FJP’s Parliamentary Election Program. ) Another example is the Taliban in Afghanistan. The Revolutionary Women of Afghanistan have claimed that there is whipping, beating, and verbal abuse of women not clothed in accordance with Taliban rules. For instance not having their ankles covered, adultery, and with the ban of cosmetics even painted nails could result with their fingers being cut off. (2012.Punishment of Muslim Women. ) This punishment and treatment is said to be within Islamic teachings, however it is conservative and fundamentalist groups that read the Qur’an literally that enforce such rulings. When we talk of fundamentalist countries in the Middle East in association with religion, Saudi Arabia comes to mind. It is, so to speak, the heartland of religious and holy land. Mecca and Medina, the place where billions take holy migration to, is situated here and therefore Saudi Arabia has strong religious ties and feelings within.It is ruled by the Saud family, who are said to be direct descendants of the prophet Muhammed. The Saud family uses this as a determinant of power. George Lipsky claims that, ‘[Saud’s] used this deeply conservative and puritanical Sunnite orthodoxy as a basic instrument for gaining and wielding power. The result was the creation of a political order in which paramount authority is in the hands of an executive who fills three traditional roles, that of the tribal leader, religious leader, and king. ’ (Lipsky, George A. 1959. Saudi Arabia; its people, its society, its culture.New Haven: Hraff Press. Pg 5) This should assert that the Saudi Kingdom rules by very traditional and conservative ways, including religion. ‘The public practice of any form of religion other than Islam is prohibited in Saudi Arabia. Severe punishment (imprisonment and deportation) can result should such activities come to the attention of the authorities. ’ (British Embassy Riyadh. 2012. UK in Saudi Arabia. http://ukinsaudiarabia. fco. gov. uk/en/help-for-british-nationals/living-in-saudi-arabia/) All laws in Saudi are based from the Qur’an, and the law is sharia.This means that as an extremely religious country, it has had problems facing gender equality and human rights. The penalty for any misconduct, be it adultery to dr essing ‘inappropriately’ is punishable by public beheading or death by stoning. To enforce religious law, the Mutawwa or religious police have been put in place. Mutawwa police have the right to cut off women’s left hand if misbehaving. It is this large enforcement of extreme religion which has gained attention from the Western countries, but little else due to their huge amounts of oil.Lipsky reiterates that, ‘Women, the vast majority of whom live in seclusion and are almost totally without education. ’(Lipsky, George A. 1959. Saudi Arabia; its people, its society, its culture. New Haven: Hraff Press. pg 131) There have been countless claims and acts of violence towards women due to ‘religion. ’ However, it is more of a way for the Saud regime to stay in power, religion is used as a means of quieting the masses. Though the country is forever modernizing, and women’s groups funded by the West are starting to show, the punishment f or speaking out is far too dangerous and risky.Modernization of the Middle East has had it’s implications, good and bad. The treatment of women and their rights in most countries have improved. The countries that were colonized have modernized much more than the Middle Eastern areas that were ignored by imperialist. Politically, economically, and socially these countries have improved their human rights with the course of industrialization. The gap between women and men has not gotten worse, but instead have been brought to the attention of international human rights advocators.Countries such as Iraq, Egypt, Syria, and other revolutionary countries has seen the rise in female activists of the Islamic religion. This may be due to these countries more lenient state approach to having Islam as a main feature of their political system. As these states have seen the rise in social demands for political reform, it means their policies are more liberal than that of a monarchical run state with heavy religious influence. Stowasser asserts that, â€Å"Modernists have long opposed the notion that women’s segregation is a necessary aspect of moral Muslim society† (Stowasser 1994, 132).She goes onto agree with modernists who maintain that, â€Å"the Qur’an established women’s equality with men in all essential respects, a fact misunderstood by Medieval Muslim lawyers† (Stowasser 1994, 132). ’ Modernists believe that many fundamentalist groups manipulate what the text of the Qur’an says in order to fit their social rule. With the study of Kuwait, modernization of the country brought much social reform and change. Instead of the state being run by heavy Islamic law and religious lineage, Beck and Keddie say that, â€Å"the community and education of women [in Kuwait] had been the entry of women into government service†¦Hundreds of Kuwaiti women [are] working in schools and offices alongside men† (Beck and K eddie 1978, 175). Though there are still problems facing women in Kuwait, due to modernization, religion has less of a restrictive connotations, and more of a liberating one. When speaking of modernization versus fundamentalism, in terms of religious rule, the dress code and especially the Hijab and veiling is a topic that determines how liberal a state is on religion and gender. Initially, the dress code of women, particularly the Hijab, was mainly a garment of status.In the Qur’an, it says that women must be dressed modestly and cover in accordance so. Again, it is how groups and states interpret the Qur’an and how extreme and literal they take this to mean. Still today the way a woman dresses reveals status and wealth, though punishment for covering that is not in accordance to law or is seen as provoking can be punished with death. Though the veiling of women has initial religious meanings, it has become more of a political gesture and stance. To not be seen with a veil or appropriate dress has ‘Western’ connotations, which has negative implications.Leila Ahmed agrees that, â€Å"it is a discourse on women and the veil in which another history is also inscribed, the history of colonial domination and the struggle against it and the class divisions around that struggle† (Ahmed 1992, 130). ’ It has little to do with religion; however, the veil has been used as a way to enforce religion in fundamentalist areas. It is more of a way to speak against imperialists and the Western world, not necessarily religion. Haddad and Esposito assert that, ‘The veil and Islamic dress are the outward obvious signs of women’s adherence to the new Islamic trends.However, the veil and formal compliance with tradition do not necessarily mean commitment to all the ideological baggage associated with it† (Haddad 1998, 182). They agree that is mainly a conservative way of approaching Islam and anti-imperialist feelings. Tho ugh the discourse on the Hijab and dress has been battered with human rights issues, it is not religion to blame, only the extreme use of it in states. Due to modernization, the human rights of women in the Middle East and the

Education of respondents Essay

The above table shows that there are thirteen respondents belong to the High School Highest Educational Attainment level. This group represents sixty five percent of the entire respondent population. This group level is ranked 1 in the above table based on their percentage. Also, there are five respondents belonging to the College level. This group represents twenty five percent of the entire respondent population. This group level is ranked 2 in the above table based on their percentage. Also, there are two respondents belonging to the Masters level. This group represents ten percent of the entire respondent population. This group level is ranked 3 in the above table based on their percentage. There are more respondents belonging to the High School Highest Educational Attainment level. 4. 4. Significant difference between the respondents’ determination if the Beloved novel is real or fiction when grouped according to Age, Gender and Highest Educational Attainment. 4. 4. 1 Age Table 4 ANOVA Significant difference between the respondents’ determination if the Beloved novel is real or fiction when grouped according to Age. REALITY Sum of Squares Df Mean Square F Sig. Between Groups . 806 3 . 269 . 184 . 906 Within Groups 23. 394 16 1. 462 Total 24. 200 19 Critical value 2. 353 As for the survey question Is Beloved Novel Real (or Fiction)? In terms of age, the degree of freedom is 3 and the computed F is 0. 184 with a significance of . 906. The critical value is 2. 353. There is no significant difference between the respondents’ determination if the Beloved novel is real or fiction when grouped according to Age because the computed F value is lower than the critical value. Therefore, the respondents with different age levels have the same levels in terms reality of the Beloved novel. 4. 4. 2 Gender Table 5 ANOVA Significant difference between the respondents’ determination if the Beloved novel is real or fiction when grouped according to Gender. REALITY Sum of Squares df Mean Square F Sig. Between Groups . 010 1 . 010 . 007 . 934 Within Groups 24. 190 18 1. 344 Total 24. 200 19 Critical value 6. 314 As for the survey question Do slave mothers in Beloved have to right to own their children? , In terms of gender, the degree of freedom is 1 and the computed F is . 007 with a significance of 0. 934. The critical value is 6. 314. There is no significant difference between the respondents in terms of the reality of the Beloved Novel when grouped according to Gender because the computed F value is lower than the critical value. Therefore, the respondents with different age levels have the same levels in terms of the reality of the Beloved novel. 4. 4. 3 Highest Educational Attainment Table 6 ANOVA Significant difference between the respondents’ determination if the Beloved novel is real or fiction when grouped according to Highest Educational Attainment. REALITY Sum of Squares df Mean Square F Sig. Between Groups . 131 2 . 065 . 046 . 955 Within Groups 24. 069 17 1. 416 Total 24. 200 19 Critical value 2. 920 As for the survey question Is Beloved Novel Real (or Fiction)? , In terms of highest Educational Attainment, the degree of freedom is 2 and the computed F is . 046 with a significance of 0. 955. The critical value is 2. 920. There is no significant difference between the respondents in terms of the reality of the Beloved Novel when grouped according to highest Educational Attainment because the computed F value is lower than the critical value. Therefore, the respondents with different age levels have the same levels in terms highest Educational Attainment in the Beloved Novel. 4. 5. Significant difference between the respondents’ determination if slave life is harsh in the Beloved novel when grouped according to Age, Gender and Highest Educational Attainment. 4. 5. 1 Age Table 7 ANOVA Significant difference between the respondents’ determination if slave life is harsh in the Beloved novel when grouped according to Age. LIFE Sum of Squares df Mean Square F Sig. Between Groups 2. 564 3 . 855 2. 124 . 137 Within Groups 6. 436 16 . 402 Total 9. 000 19 Critical value 2. 353 As for the survey question Is slave life harsh in Beloved? , In terms of age, the degree of freedom is 3 and the computed F is 2. 124 with a significance of . 137. The critical value is 2. 353. There is no significant difference between the respondents’ determination if slave life is harsh in the Beloved novel when grouped according to Age because the computed F value is lower than the critical value. Therefore, the respondents with different age levels have the levels in terms harshness of slave life in the Beloved novel. 4. 5. 2 Gender Table 8 ANOVA Significant difference between the respondents’ determination if slave life is harsh in the Beloved novel when grouped according to Gender. LIFE Sum of Squares df Mean Square F Sig. Between Groups . 238 1 . 238 . 489 . 493 Within Groups 8. 762 18 . 487 Total 9. 000 19 Critical value 6. 314 As for the survey question Is slave life harsh in Beloved? , In terms of gender, the degree of freedom is 1 and the computed F is . 238 with a significance of 0. 493. The critical value is 6. 314. There is no significant difference between the respondents in terms of the harshness of slave life in the Beloved Novel when grouped according to Gender because the computed F value is lower than the critical value. Therefore, the respondents with different age levels have the same levels in terms of the harshness of slave life in the Beloved novel. 4. 5. 3 Highest Educational Attainment Table 9 ANOVA Significant difference between the respondents’ determination if slave life is harsh in the Beloved novel when grouped according to Highest Educational Attainment. LIFE Sum of Squares df Mean Square F Sig. Between Groups . 969 2 . 485 1. 026 . 380 Within Groups 8. 031 17 . 472 Total 9. 000 19 Critical value 2. 920 As for the survey question Is slave life harsh in Beloved? , In terms of highest Educational Attainment, the degree of freedom is 2 and the computed F is 1. 026 with a significance of 0. 380. The critical value is 2. 920. There is no significant difference between the respondents in terms of the harshness of slave life in the Beloved Novel when grouped according to highest Educational Attainment because the computed F value is lower than the critical value. Therefore, the respondents with different age levels have the same levels in terms harshness of slave life in the Beloved Novel. 4. 6. Significant difference between the respondents’ determination on how Sethe felt about her motherly suffering in the Beloved novel when grouped according to Age, Gender and Highest Educational Attainment. 4. 6. 1 Age Table 10 ANOVA Significant difference between the respondents’ determination on how Sethe felt about her motherly suffering in the Beloved novel when grouped according to Age. SUFFERIN Sum of Squares df Mean Square F Sig. Between Groups . 206 3 . 069 . 239 . 868 Within Groups 4. 594 16 . 287 Total 4. 800 19 Critical value 2. 353 As for the survey question How did Sethe feel about her motherly suffering? , In terms of age, the degree of freedom is 3 and the computed F is . 239 with a significance of . 868. The critical value is 2. 353. There is no significant difference between the respondents’ determination on how Sethe felt about her motherly suffering in the Beloved novel when grouped according to Age because the computed F value is lower than the critical value. Therefore, the respondents with different age levels have the same levels in terms of how Sethe felt about her motherly suffering in the Beloved novel. 4. 6. 2 Gender Table 11 ANOVA Significant difference between the respondents’ determination on how Sethe felt about her motherly suffering in the Beloved novel when grouped according to Gender. SUFFERIN Sum of Squares Df Mean Square F Sig. Between Groups . 086 1 . 086 . 327 . 574 Within Groups 4. 714 18 . 262 Total 4. 800 19 Critical value 6. 314 As for the survey question How did Sethe feel about her motherly suffering? , In terms of gender, the degree of freedom is 1 and the computed F is . 327 with a significance of 0. 574. The critical value is 6. 314. There is no significant difference between the respondents in terms of the how Sethe feels about her motherly suffering in the Beloved Novel when grouped according to Gender because the computed F value is lower than the critical value. Therefore, the respondents with different age levels have the same levels in terms of how Sethe feels about her motherly suffering in the Beloved Novel. 4. 6. 3 Highest Educational Attainment Table 12 ANOVA Significant difference between the respondents’ determination on how Sethe felt about her motherly suffering in the Beloved novel when grouped according Highest Educational Attainment. SUFFERIN Sum of Squares df Mean Square F Sig. Between Groups . 369 2 . 185 . 708 . 506 Within Groups 4. 431 17 . 261 Total 4. 800 19 Critical value 2. 920 As for the survey question How did Sethe feel about her motherly suffering? , In terms of highest Educational Attainment, the degree of freedom is 2 and the computed F is 1. 026 with a significance of 0. 380. The critical value is 2. 920. There is no significant difference between the respondents in terms of the harshness of slave life in the Beloved Novel when grouped according to highest Educational Attainment because the computed F value is lower than the critical value. Therefore, the respondents with different age levels have the same levels in terms harshness of slave life in the Beloved Novel. 4. 7. Significant difference between the respondents’ determination on the reality of Mother Baby Snugg’s Freedom when grouped according to Age, Gender and Highest Educational Attainment. 4. 7. 1 Age Table 13 ANOVA Significant difference between the respondents’ determination on the reality of Mother Baby Snugg’s Freedom when grouped according to Age. FREEDOM Sum of Squares df Mean Square F Sig. Between Groups 5. 333 3 1. 778 1. 255 . 323 Within Groups 22. 667 16 1. 417 Total 28. 000 19 Critical value 2. 353 As for the survey question Is Mother Baby Snugg’s Freedom real? , In terms of age, the degree of freedom is 3 and the computed F is 1. 255 with a significance of . 323. The critical value is 2. 353. There is no significant difference between the respondents’ determination on the reality of Mother Baby Snugg’s Freedom when grouped according to Age because the computed F value is lower than the critical value. Therefore, the respondents with different age levels have the same levels in terms of the reality of Mother Baby Snugg’s Freedom in the Beloved novel. 4. 7. 2 Gender Table 14 ANOVA Significant difference between the respondents’ determination on the reality of Mother Baby Snugg’s Freedom when grouped according to Gender. FREEDOM Sum of Squares Df Mean Square F Sig. Between Groups . 952 1 . 952 . 634 . 436 Within Groups 27. 048 18 1. 503 Total 28. 000 19 Critical value 6. 314 As for the survey question Is Mother Baby Snugg’s Freedom real? , In terms of gender, the degree of freedom is 1 and the computed F is . 634 with a significance of 0. 436. The critical value is 6. 314. There is no significant difference between the respondents in terms of Mother Baby Snugg’s Freedom reality in the Beloved Novel when grouped according to Gender because the computed F value is lower than the critical value. Therefore, the respondents with different age levels have the same levels in terms of Mother Baby Snugg’s Freedom reality in the Beloved Novel. 4. 7. 3 Highest Educational Attainment Table 15 ANOVA Significant difference between the respondents’ determination on the reality of Mother Baby Snugg’s Freedom when grouped according to Highest Educational Attainment. FREEDOM Sum of Squares df Mean Square F Sig. Between Groups 2. 608 2 1. 304 . 873 . 436 Within Groups 25. 392 17 1. 494 Total 28. 000 19 Critical value 2. 920 As for the survey question Is Mother Baby Snugg’s Freedom real? , In terms of highest Educational Attainment, the degree of freedom is 2 and the computed F is . 873 with a significance of 0. 436. The critical value is 2. 920. There is no significant difference between the respondents in terms of the reality of Mother Baby Snugg’s freedom reality in the Beloved Novel when grouped according to highest Educational Attainment because the computed F value is lower than the critical value. Therefore, the respondents with different age levels have the same levels in terms the reality of Mother Baby Snugg’s freedom reality in the Beloved Novel. 4. 8. Significant difference between the respondents’ determination on the reality of the right of women slaves to love when grouped according to Age, Gender and Highest Educational Attainment. 4. 8. 1 Age Table 16 ANOVA Significant difference between the respondents’ determination on the reality of the right of women slaves to love when grouped according to Age. LOVE Sum of Squares df Mean Square F Sig. Between Groups 13. 722 3 4. 574 2. 550 . 095 Within Groups 26. 909 15 1. 794 Total 40. 632 18 Critical value 2. 353 As for the survey question Do Women Slaves in Beloved have the right to love? , In terms of age, the degree of freedom is 3 and the computed F is 2. 55 with a significance of . 095. The critical value is 2. 353. This question is in relation to the right of the owners to rape their slaves. There is a significant difference between the respondents’ determination on the reality of the right of women slaves to love when grouped according to Age because the computed F value is higher than the critical value. Therefore, the respondents with different age levels have the different levels in terms of the right of woman slaves to love in the Beloved novel. 4. 8. 2 Gender Table 17 ANOVA Significant difference between the respondents’ determination on the reality of the right of women slaves to love when grouped according to Gender. LOVE Sum of Squares df Mean Square F Sig. Between Groups 1. 555 1 1. 555 . 676 . 422 Within Groups 39. 077 17 2. 299 Total 40. 632 18 Critical value 6. 314 As for the survey question Do Women Slaves in Beloved have the right to love? , In terms of gender, the degree of freedom is 1 and the computed F is . 676 with a significance of 0. 422. The critical value is 6. 314. This question is in relation to the right of the owners to rape their slaves. There is no significant difference between the respondents in terms of the right of women slaves to fall in love in the Beloved Novel when grouped according to Gender because the computed F value is lower than the critical value. Therefore, the respondents with different age levels have the same levels in terms of the right of women slaves to fall in love in the Beloved Novel. 4. 8. 3 Highest Educational Attainment Table 18 ANOVA Significant difference between the respondents’ determination on the reality of the right of women slaves to love when grouped according to highest educational attainment. LOVE Sum of Squares Df Mean Square F Sig. Between Groups 4. 515 2 2. 257 1. 000 . 390 Within Groups 36. 117 16 2. 257 Total 40. 632 18 Critical value 2. 920 As for the survey question Do Women Slaves in Beloved have the right to love? , In terms of highest Educational Attainment, the degree of freedom is 2 and the computed F is 1. 000 with a significance of 0. 390. The critical value is 2. 920. This question is in relation to the right of the owners to rape their slaves. There is no significant difference between the respondents in terms of the right of woman slaves to love in the Beloved Novel when grouped according to highest Educational Attainment because the computed F value is lower than the critical value. Therefore, the respondents with different age levels have the same levels in terms the right of woman slaves to love in the Beloved Novel. 4. 9. Significant difference between the respondents in terms of the right of slave mothers right to own their children when grouped according to Age, Gender and Highest Educational Attainment. 4. 9. 1 Age Table 19 ANOVA Significant difference between the respondents in terms of the right of slave mothers right to own their children when grouped according to Age. CHILDREN Sum of Squares df Mean Square F Sig. Between Groups 2. 207 3 . 736 . 402 . 754 Within Groups 27. 477 15 1. 832 Total 29. 684 18 Critical value 2. 353 As for the survey question Do slave mothers in Beloved have to right to own their children? , In terms of age, the degree of freedom is 3 and the computed F is . 402 with a significance of 0. 754. The critical value is 2. 353. There is no significant difference between the respondents in terms of the right of slave mothers right to own their children when grouped according to Age because the computed F value is lower than the critical value. Therefore, the respondents with different age levels have the same levels in terms of the right of slave mothers to own their children in the Beloved novel. 4. 9. 2 Gender Table 20 ANOVA Significant difference between the respondents in terms of the right of slave mothers right to own their children when grouped according to Gender. CHILDREN Sum of Squares df Mean Square F Sig. Between Groups . 492 1 . 492 . 286 . 599 Within Groups 29. 192 17 1. 717 Total 29. 684 18 Critical value 6. 314 As for the survey question Do slave mothers in Beloved have to right to own their children? , In terms of gender, the degree of freedom is 1 and the computed F is . 286 with a significance of 0. 599. The critical value is 6. 314. There is no significant difference between the respondents in terms of slave mothers’ right to own their children in the Beloved Novel when grouped according to Gender because the computed F value is lower than the critical value. Therefore, the respondents with different age levels have the same levels in terms slave mothers’ right to own their children in the Beloved Novel. 4. 9. 3 Highest Educational Attainment Table 21 ANOVA Significant difference between the respondents in terms of the right of slave mothers right to own their children when grouped according to Highest Educational Attainment. CHILDREN Sum of Squares df Mean Square F Sig. Between Groups 3. 568 2 1. 784 1. 093 . 359 Within Groups 26. 117 16 1. 632 Total 29. 684 18 Critical value 2. 920 As for the survey question Do slave mothers in Beloved have to right to own their children? In terms of highest Educational Attainment, the degree of freedom is 2 and the computed F is 1. 093 with a significance of 0. 359. The critical value is 2. 920. There is no significant difference between the respondents in terms of the right of slave mothers to own their children in the Beloved Novel when grouped according to highest Educational Attainment because the computed F value is lower than the critical value. Therefore, the respondents with different age levels have the same levels in terms the right of slave mothers to own their children.

Labor Day Purpose and History

Labor Day Purpose and History Labor Day is a public holiday in the United States. Always observed on the first Monday in September, Labor Day celebrates and honors the contribution of the American system of organized labor and workers to the prosperity and economic strength of the nation. The Monday of Labor Day along with the Saturday and Sunday preceding it is known as the Labor Day Weekend and is traditionally considered the end of summer. As a federal holiday, all but essential national, state, and local government offices are typically closed on Labor Day. Labor Day Key Takeaways Labor Day is a national holiday in the United States always observed on the first Monday in each September.Labor Day is observed to celebrate the contributions of organized labor and workers to the prosperity of the U.S. economy.The first Labor Day celebration was held on Tuesday, September 5, 1882, in New York City, while Oregon was the first state to actually adopt a Labor Day law on February 2l, l887.The United States Congress declared Labor Day a federal holiday on June 28, 1894. Along with the day’s historical significance, Americans tend to consider Labor Day as marking the â€Å"unofficial end of summer.† Many people wrap their vacations around Labor Day in anticipation of fall activities, like the start of school and cool-weather sports. Labor Day is the day to â€Å"throw down your tools,† and eat too many hot dogs while thanking American workers for their collective contribution to the strength, prosperity, quality of life, cold beer, and great sales enjoyed across the nation. In every sense, the underlying meaning of Labor Day is different from that of any other yearly holiday. â€Å"All other holidays are in a more or less degree connected with conflicts and battles of mans prowess over man, of strife and discord for greed and power, of glories achieved by one nation over another,† said Samuel Gompers, founder of the American Federation of Labor. â€Å"Labor Day...is devoted to no man, living or dead, to no sect, race, or nation.† Not a Day Off for Everybody, by Far Of course, it should be noted that millions of hard-working Americans, like those in the retail and service industries, along with those in law enforcement, public safety, and health care observe Labor Day by working as usual. Perhaps they deserve the special appreciation of those of us who do get to spend the day eating the hot dogs and drinking the beers. Who Invented Labor Day? The Carpenters or the Machinists? More than 130 years after the first Labor Day was observed in 1882, there is still disagreement as to who first suggested the â€Å"national day off.† America’s carpenters and construction workers, along with some historians will tell you that it was Peter J. McGuire, general secretary of the Brotherhood of Carpenters and Joiners and a co-founder of the American Federation of Labor, who first suggested a day to honor those â€Å"who from rude nature have delved and carved all the grandeur we behold.† However, others believe that Matthew Maguire – no relation to Peter J. McGuire – a machinist who would later be elected secretary of Local 344 of the International Association of Machinists in Paterson, New Jersey proposed Labor Day in 1882 while serving as secretary of New York’s Central Labor Union. Either way, history is clear that the first Labor Day observance was held in accordance with a plan developed by Matthew Maguire’s Central Labor Union. The First Labor Day The first Labor Day holiday was celebrated on Tuesday, September 5, 1882, in New York City, in accordance with the plans of the Central Labor Union. The Central Labor Union held its second Labor Day holiday just a year later, on September 5, 1883. As proposed by the Central Labor Union, the first Labor Day celebration was highlighted by a parade to show the public â€Å"the strength and esprit de corps of the trade and labor organizations.† In 1884, the Labor Day observance was changed to the first Monday in September as originally proposed by the Central Labor Union. The union then urged other unions and trade organizations to begin holding a similar â€Å"workingmen’s holiday† on the same date. The idea caught on, and by 1885, Labor Day observances were being held in industrial centers nationwide. Not to Be Confused With International Workers’ Day In 1866, International Workers’ Day or â€Å"May First† was established an alternative holiday for the celebration of organized labor. Observed annually on May 1, the day was created by a resolution during the 1884 convention of the American Federation of Labor in Chicago. The date was chosen due to its proximity to the date of the bloody Chicago Haymarket Affair labor demonstration and bombing of May 4, 1886. Some labor unions of the day felt that International Workers’ Day was a more appropriate tribute to the struggles of their cause than Labor Day, which they considered a frivolous picnic-and-parade day. However, conservative Democratic President Grover Cleveland feared that a holiday to honor labor on May 1 would become a negative commemoration of the Haymarket Affair, rather than a positive celebration of how the nation benefited from labor. Today, the first day of May is still observed in many countries as â€Å"International Workers Day,† or more often as â€Å"Labour Day.† Labor Day Gains Government Recognition As with most things involving a potential day off, Labor Day became very popular very fast, and by 1885, several city governments have adopted ordinances calling for local observances. While New York was the first state legislature to propose official, statewide observance of Labor Day, Oregon was the first state to actually adopt a Labor Day law on February 2l, l887. The same year, Colorado, Massachusetts, New Jersey, and New York also enacted Labor Day observance laws, and by 1894, 23 other states followed suit. Always looking for already popular ideas to get behind, the senators and representatives of the U.S. Congress took note of the growing Labor Day movement and June 28, 1894, passed an act making the first Monday in September of each year a legal holiday in the District of Columbia and the U.S. territories. How Labor Day Has Changed As massive displays and gatherings have become larger problems for public safety agencies, especially in large industrial centers, the character of Labor Day celebrations have changed. However, those changes, as noted by the U.S. Department of Labor, have been more of â€Å"a shift in emphasis and medium of expression.† Thanks mainly to television, the internet, and social media, Labor Day addresses by leading union officials, industrialists, educators, clerics and government officials are delivered directly into the homes, swimming pools, and BBQ pits of Americans nationwide. â€Å"The vital force of labor added materially to the highest standard of living and the greatest production the world has ever known and has brought us closer to the realization of our traditional ideals of economic and political democracy,† notes the Labor Department. â€Å"It is appropriate, therefore, that the nation pays tribute on Labor Day to the creator of so much of the nations strength, freedom, and leadership- the American worker.†

Hippie Movement essays

Hippie Movement essays The 1960s brought once again, another war. The Hippie Peace Movement was now in full force, and a new culture of peace and love was now being encouraged. With a war being fought in South East Asia, young people in the United States were being drafted into a war they did not wish to fight. Many of them fled to Canada, where a similar peace movement grew and gained Support. The 1960s were seen as an immoral time, both for teenagers, and for governments. With an unjust war being fought, and the immoral behaviour of sex, drugs and lust being used by people all over the continent, the 1960s were by far one of the most controversial times this century. The controversy extended itself beyond the family life, and the society which expected its children to lead moral lives, join the army, was now coming under threat from the Government, and from the children themselves. The Hippie Peace Movement brought a message that said it was okay for people to do drugs, have sex and disobey their government, in an act of defiance against war. Though, drugs, sex and disobedience may not have been encouraged, the message came loud and clear, and the people the message was reaching out to, were acting upon it. That very hippie peace movement, lasted throughout the 60s and today we look back on it as an act of pacifism, maybe not in the most ethically moral sense, but the affects of anti-war that were brought up 40 years ago are still very strong today. The hippie movement affects us in the way that disobedience to ones government, may put an end to a war, but the means of this very disobedience may challenge the morals of your society, and culture. ...

Organic Compound Names and Formulas (A)

Organic Compound Names and Formulas (A) This is a list of organic compound names and formulas with names starting with the letter A. Abietane - C20H36Abietic acid - C20H30O2Acenaphthene - C12H10Acenaphthoquinone - C12H6O2Acenaphthylene - C12H8Acepromazine - C19H22N2OSAcetal (1,1-diethoxyethane) - C6H14O2Acetaldehyde - C2H4OAcetaldehyde Ammonia Trimer - C6H15N3Acetamide - C2H5NOAcetaminophen - C8H9NO2Acetaminophen (ball and stick model) - C8H9NO2Acetaminosalol - C15H13NO4Acetamiprid - C10H11ClN4Acetanilide - C6H5NH(COCH3)Acetic acid - CH3COOHAcetoguanamine - C4H7N5Acetone - CH3COCH3, or (CH3)2COAcetone (space filling model) - CH3COCH3, or (CH3)2COAcetonitrile - C2H3NAcetophenone - C8H8Oacetyl chloride - C2H3ClOAcetylcholine – (CH3)3NCH2CH2OCOCH3.Acetylene - C2H2N-Acetylglutamate - C7H11NO5Acetylsalicylic Acid - C9H8O4 (also known as Aspirin)Acid fuchsin - C20H17N3Na2O9S3Acridine - C13H9NAcridine orange - C17H19N3Acrolein - C3H4OAcrylamide - C3H5NOAcrylic acid - C3H4O2Acrylonitrile - C3H3NAcryloyl chloride - C3H3ClOAcyclovir - C8H11N5O3Adamantane - C10H16Adenosine - C10H13N5O4Adipamide - C6H12N2O2Adipic acid - C6H10O4Adiponitrile - C6H8N2Adipoyl dichloride - C6H8Cl2O2Adonitol - C5H12O5Adrenochrome - C9H9NO3Epinephrine (adrenaline) - C9H13NO3AflatoxinAIBN (2-2-azobisisobutyronitrile)Alanine - C3H7NO2D-Alanine - C3H7NO2L-Alanine - C3H7NO2AlbuminsAlcian blue - C56H58Cl14CuN16S4Aldosterone - C21H28O5Aldrin - C12H8Cl6Aliquat 336 - C25H54ClNAlizarin - C14H8O4Allantoic acid - C4H8N4O4Allantoin - C4H6N4O3Allegra - C32H39NO4AllethrinAllyl propyl disulfide - C6H12S2Allylamine - C3H7NAllyl chloride - C3H5ClAmide general structureAmido black 10b - C22H14N6Na2O9S2p-Aminobenzoic acid (PABA) - C7H7NO2Aminoethylpiperazine - C6H15N35-Amino-2-hydroxybenzoic acid - C7H7NO3Aminophylline - C16H24N10O45-Aminosalicylic acid - C7H7NO3Aminothiazole - C3H4N2SAmiodarone - C25H29I2NO3Amiton - C10H24NO3PSAmobarbital - C11H18N2O3Amoxicillin - C16H19N3O5S.3H2OAmphetamine - C9H13NAmyl nitrate - C5H11NO3Amyl nitrite - C5H11NO2Anandamide - C22H37NO2Anethole - C10H12OAngelic acid - C5H8O2Anilazine - C9H5Cl3N4Anil ine - C6H5 -NH2 /C6H7NAniline hydrochloride - C6H8ClNAnisaldehyde - C8H8O2Anisole - C6H5OCH2Anisoyl chloride - C8H7ClO2Anthanthrene - C22H12anthracene – (C6H4CH)2Anthramine - C14H11NAnthranilic acid - C7H7NO2Anthraquinone - C14H8O2Anthrone - C14H10OAntipyrine - C11H12N2OAprotinin - C284H432N84O79S7Arabinose - C5O10H5Arginine - C6H14N4O2D-Arginine - C6H14N4O2L-Arginine - C6H14N4O2Aroclor (polychlorinated biphenyls) - C12H10-xClx, where x 1Arsole - C4H5AsAscorbic acid (vitamin C) - C6H8O6Asparagine - C4H8N2O3D-Asparagine - C4H8N2O3L-Asparagine - C4H8N2O3Asparagusic acid - C4H6O2S2Aspartame - C14H18N2O5Aspartic acid - C4H7NO4D-Aspartic acid - C4H7NO4L-Aspartic acid - C4H7NO4Aspidofractinine - C19H24N2Asphidophytidine - C17H22ClN3Aspidospermidine - C19H26N2Astra blue - C47H52CuN14O6S3Atrazine - C8H14ClN5Auramine O - C8H14ClN5Aureine - C18H25NO5Aurin - C19H14O3Avobenzone - C20H22O3Azadirachtin - C35H44O16Azathioprine - C9H7N7O2SAzelaic acid - C9H16O4Azepane - C6H13NAzinphos-met hyl - C10H12N3O3PS2Aziridine - C2H5NAzithromycin - C38H72N2O122-2-azobisisobutyronitrile (AIBN)Azo violet - C12H9N3O4Azobenzene - C12H10N2Azulene - C10H8Azure A - C14H14ClN3S

Fruit Juices Marketing Essay Example | Topics and Well Written Essays - 750 words

Fruit Juices Marketing - Essay Example The product Fruit juices, in general, has a huge distribution channel and is easily available at any store or shop. The product is placed on a priority list by the vendors according to its popularity. The product uses mass marketing because the target market is not segmented. This is due to the popularity and attributes of the product. Places that have hot climate are ideal for placing fruit juices, as cold fruit juices are essential to re-establish the lost energy in hot and humid climates. The ideal placements of the product in a shop are the top shelves of the fridge so that the people coming in and going out can see the product easily. While studying the market and segment potential we realized that the middle and upper class had the most potential for our product because a fruit juice holding the qualities of both an energy drink and a fruit juice is currently not present in these segments of the market. The major decisions to be made in this phase are the marketing coverage tha t the product will have for example whether it would follow inclusive exclusive or selective distribution, transportation decisions would be made, Inventory management will involve all the aspects of the inventory, for example, a specific level of inventory that needs to be maintained. The vendors of the product also need to be decided. By inclusive coverage what we mean here is that the whole country would be covered to distribute the fruit juices to the vendors this is suitable when the product has a mass marketing strategy.... The concessions and discount offers are dependent on the factor that whether the company wants to capture the share of the market or whether they are just introducing the product or want to earn profits from the beginning. Place The product Fruit juices in general has a huge distribution channel and is easily available at any store or shop. The product is placed in a priority list by the vendors according to its popularity. The product uses mass marketing because the target market is not segmented. This is due to the popularity and attributes of the product. Places that have hot climate are ideal for placing fruit juices, as cold fruit juices are essential to re-establish the lost energy in hot and humid climates. The ideal placements of the product in a shop are the top shelves of the fridge so that the people coming in and going out can see the product easily. While studying the market and segment potential we realized that the middle and upper class had the most potential for our product because a fruit juice holding the qualities of both a energy drink and a fruit juice is currently not present in these segments of the market. The major decisions to be made in this phase are the marketing coverage that t he product will have for example whether it would follow inclusive exclusive or selective distribution, transportation decisions would be made, Inventory management will involve all the aspects of the inventory for example specific level of inventory that needs to be maintained. The vendors of the product also need to be decided. By inclusive coverage what we mean here is that the whole country would be covered to distribute the fruit juices to the vendors this is suitable when the product has a mass marketing strategy

Auto-ethnography Essay Example | Topics and Well Written Essays - 1250 words

Auto-ethnography - Essay Example This was the exact description of my childhood days. No limits to govern me and no color to choose from all the children were my friends and I really boasted to have them. Going back home from school one afternoon, my friend and I were waiting for the usual train at the station. When the train arrived and we were rushing to get in one young man shouted at my friend, ‘hey, negro get in fast’. At the moment that did not click in my mind that it was a racial attack and as I tried to calm my really offended friend I embarked to know what was wrong with it. My friend is black and this was the first outright racial abuse that I had seen directed at her. As the days progressed I learnt much about racial discrimination and the selection by race that is so much engrossed in our society. I had been brought up from a background that had no racial bias and when I joined college I found that some students really discriminated others and even went ahead to choose their friends from the filtered group of friends from the ‘favored race’. This is why I decided I had to start a campaign against racism. Race should not be a factor to measure so meone’s ability or determine her strengths. Today I am glad for the step I took some years back to sensitize my friends against racism. We have a group of multiracial students and we are doing great in the field. Our first step is to fight individualism. Tocqueville defines individualism as ‘calm and considered feeling which disposes each citizen to isolate himself from the mass of his fellows and withdraw into the circle of family and friends, with this little society formed to his task; he gladly leaves the greater society to look after itself’ (39). With this understanding we have to take the initiative and impact change on the society as it is solely our mandate to ensure that

Discussion Board Post Response Essay Example | Topics and Well Written Essays - 250 words - 19

Discussion Board Post Response - Essay Example In this viewpoint, video monitoring could be used to detect areas within the health care organization where falls are prevalent and consequently advise patients to avoid using those areas. For instance, staircases could be areas prone to patient falls and hence cold be avoided. Rhea Ann, your elucidation of how positive deviance could be used to prevent patients from wandering off is spot-on. Placing bracelets on the patients known to wander around is an ingenious technique that could be referred to as an example of positive deviance. Positive deviance is the use of innovative strategies that makes some individuals achieve elevated levels of success than others (Bradley et-al, 2009). Positive deviants according to Seidman and McCauley (2009) are more successful because they are able to identify risks and subsequently implement positive strategies to achieve change. Identifying the fact that wandering around could lead to falls is in itself risk identification, and placing bracelets on the patients is implementation of a positive strategy aimed at achieving positive outcomes. Bradley, E. H., Curry, L. A., Ramanadhan, S., Rowe, L., Nembhard, I. M., &Krumholz, H. M. (2009). Research in action: Using positive deviance to improve quality of health care. Implementation Science,4(25),

How would you define a group And how would you transform a group into Essay

How would you define a group And how would you transform a group into a high performing team - Essay Example However the most significant aspect that could be understood here is that of a group coming out as the best with the assistance of a leader which is appointed at the helm of affairs by the top management – the authority responsible for enacting the group in the first place. In life as well as in sports, groups and teams are formed up so that the resources could be utilized in an effective and efficient way and the results are drawn for the sake of achieving the already chalked out objectives. (Fink, 2002) Thus the definition of a group becomes pretty easy to comprehend when it is concerned with delivering results, getting resources used in a productive way and in the end, asking for feedback from the stakeholders who have been left on the mercy of the group for more than a single reason. A group of individuals is nothing but a collection of men and women who are present within it to perform a series of tasks and/or actions. However if these people are told what the leader expects of them in the long run and how he will provide them the much needed resources at their disposal, then this group starts to become like a team. Now if this team exhibits the motivational regimes within its folds and if it understands the true meaning of oneness and unity, then this is a given that this team will be one of the most sought after ones within the related settings. The team would start performing in a highly effective way and thus contribute to the working basis, when one sees the same in the light of the objectives that have already been drawn. The team members must know that the objectives are very important and these must be understood beforehand so that the end result is one that is familiar to them. This would enable them to comprehend the real meaning of success and thus t heir efforts would be full of commitment and devotion, put in proper area within the related settings. A high performing team does not

Procurement assignment Case Study Example | Topics and Well Written Essays - 2500 words

Procurement assignment - Case Study Example When it comes to getting goods, raw materials and other kinds of specialized services, these organizations tends to rely on the process of procurement, in order to get the best suppliers for the intended services and goods needed for the success of their business goals and objectives (Amaratunga & Baldry 2002, p. 45). The procurement process, as used in such organizations refers to the act of acquiring services, goods and different kinds of works from external sources different from the business. In the process of procurement, it is very important that those particular goods and services as well as other kinds of works be very appropriate, being procured from the best and favorable costs that are according to the needs of the business organisation with respect to their quality and quantity standards. A procurement process that is professionally done enhances success in business functions, something that later becomes a competitive strategy for the particular businesses (Sekaran 2003, p. 23). Public and corporate bodies often define procurement as the processes aimed at promoting open and fair competition for their particular businesses while minimizing exposures to instances of fraud and collisions. This paper examines the process of procurement as done by an engineering firm that was seeking the services of oil explorers in Kazakhstan. Kazakhstan is one of largest countries in Europe, being estimated to have a size that is almost equivalent to that of Western Europe. The country comprises of a highly varied landscape that stretches all the way from the mountainous sections found to the east, going all the way to the vast lowlands that are energy rich to the west. Additionally, it includes the largely industrialized northern lands with their cold climates that go all the way to the steppes of the semi-desert of the central belt, all the way to the very fertile grasslands found to the south. Kazakhstan is a

Problem solving Essay Example | Topics and Well Written Essays - 500 words - 4

Problem solving - Essay Example Gandhi was committed to one course of action, truth, and love (John, 1). In a way, it is presumable that Gandhi was inclined to a commitment block, which made him blind to the realities of religious animosity, a notion that eventually led to his demise through an assassin’s bullet. Although his message of love and truth and non-violence worked against the colonial government, a strategy would not help the citizenry come together, as each segment held strongly to their own religious belief. Even though violence based on religion dissipates, Gandhi remains experiences a constancy block by relying on a previous strategy to resolve issues in the Indian social milieu, which annoys many dissidents on either side and culminates in his sudden assassination. Gandhi’s popularity had made him increasingly vulnerable to limitations of complacency block, and he did not realize the increasing controversial aspect his campaign was taking for the religious issues in the country. Therefore, his shooting was completely unexpected, as the movie portrays in his final words, ‘Oh God!’ (John, 1). Admiral Kimmel was a casualty of constancy blocking. Through experience, Kimmel strongly believed that Japan would never attack Pearl Harbor, a viewpoint that made the harbor highly vulnerable to attacks by Japanese forces (MSU Billings, 1). Using compression blocking it is apparent that Admiral Kimmel was basing his decisions on his own creations of realities, where he imagined that war with Japan would never get as close to American soil as Pearl Harbor. Both Kimmel and Gandhi were subject to conceptual blocking. Kimmel’s vulnerability to commitment block made him oblivious to the possibility of attack at Pearl Harbor, and Gandhi’s constancy block made him adhere to a similar stance for resolving religious issues in his country, resulting in his assassination. In a way, Gandhi was able

Procurement assignment Case Study Example | Topics and Well Written Essays - 2500 words

Procurement assignment - Case Study Example When it comes to getting goods, raw materials and other kinds of specialized services, these organizations tends to rely on the process of procurement, in order to get the best suppliers for the intended services and goods needed for the success of their business goals and objectives (Amaratunga & Baldry 2002, p. 45). The procurement process, as used in such organizations refers to the act of acquiring services, goods and different kinds of works from external sources different from the business. In the process of procurement, it is very important that those particular goods and services as well as other kinds of works be very appropriate, being procured from the best and favorable costs that are according to the needs of the business organisation with respect to their quality and quantity standards. A procurement process that is professionally done enhances success in business functions, something that later becomes a competitive strategy for the particular businesses (Sekaran 2003, p. 23). Public and corporate bodies often define procurement as the processes aimed at promoting open and fair competition for their particular businesses while minimizing exposures to instances of fraud and collisions. This paper examines the process of procurement as done by an engineering firm that was seeking the services of oil explorers in Kazakhstan. Kazakhstan is one of largest countries in Europe, being estimated to have a size that is almost equivalent to that of Western Europe. The country comprises of a highly varied landscape that stretches all the way from the mountainous sections found to the east, going all the way to the vast lowlands that are energy rich to the west. Additionally, it includes the largely industrialized northern lands with their cold climates that go all the way to the steppes of the semi-desert of the central belt, all the way to the very fertile grasslands found to the south. Kazakhstan is a

Issue about global business Essay Example | Topics and Well Written Essays - 250 words

Issue about global business - Essay Example Under such circumstances, outsourcing the manufacturing operations to the emerging economies is bound to take a toll of the American moral. The business class in America can readily create a large number of jobs in the country by basing their manufacturing operations in America only. This will not only provide the much needed jobs to the people who actually need them, but will further strengthen the American economy by increasing the purchasing power of the American consumers. This will also curtail a large number of social and psychological issues like addiction, substance abuse and depression, going by the fact that people will be able to channelize their energy in the jobs that are readily available. Hence the American corporations cannot be allowed to ship away jobs in the name of enhancing profitability and assuring commercial viability. Corporations do have a responsibility towards the society in which they operate and do

Practical Pricing Essay Example for Free

Practical Pricing Essay Through a thorough analysis of activity-based costing, it is obvious that there is more information to account for than first expected. It is essential that management be able to understand the concept of ABC beyond the surface in order to grasp the manner in which it behaves. Besides the fact that it is a concept which involves the measurement of manufacturing costs and non-manufacturing costs, ABC has a considerable amount of information to be understood. The manner in which the system is implemented in various companies is essential for management which is contemplating whether or not to use such a system. As well, it is necessary that myths and misconceptions about the subject be clearly understood in order to prevent any ill-fortune to a company. As well, it is evident that ABC has emerged as an important concept in the field of Cost accounting. With many issues at the forefront of Cost accounting, perhaps one of the frontrunners would be the issue of globalization. These current issues provide an interpretation that activity-based costing has emerged as an important aspect of Cost accounting in the sense that it is instrumental for managers when making crucial decisions The accounting cost methods described here dont end when optimal pricing has been achieved and variability brought under control. These are only the first two milestones in a continuing process of pricing for maximum profitability. Next, companies must identify products that are no longer profitable and monitor customer churn for signs that prices are higher than the value provided in return. Any products value proposition changes as the market evolves. The number of competitors might swell or shrink; new products or versions of products could be launched; competitors might start or stop giving rebates. Thus, every time market information is collected, it is vital to measure the customer and sales churn of every product even if prices havent changed recently. It may be necessary to change prices as a result. Since net or final are always moving, a products total cost and its impact on profits should also be monitored. Products that dont meet managements minimum profit requirements may have to be discontinued. Of course, a product it itself is losing money may be worth keeping for strategic reasons, such as rounding out a comprehensive product line or serving as a mechanism for appealing to big customers. The analytical rigor and unbiased nature of this approach make considerable organizational demands on the companies that use it. A change in pricing is a major enterprise for any organization; it cant be achieved overnight. Companies accustomed to anecdotal approaches may resist. For these reasons, it might be wise to form a specific group to make pricing recommendations and monitor the impact of price changes. With the support of the sales organization and senior management, the group could put forward pricing suggestions even in the face of opposition. By closely monitoring the impact of price changes, the group would be alert to the need for midstream adjustments. To the extent that the organization must evolve over time from a sales-and-technology orientation to a focus on pricing and the bottom line, the pricing group could be the agent of that transformation. Of course, the leader of the group shouldnt report to anyone directly affected by its recommendations, even if that person for example, the vice president of marketing or finance would otherwise be a logical choice. Moreover, a clear succession plan should be developed to get high-caliber people, especially from sales, to work in a somewhat isolated pricing group. They ought to understand that there will be no negative political repercussions if they want to return to sales or move up the corporate ladder, for by necessity if they want to return to sales or move up the corporate ladder, for by necessity such a group will often irritate the senior people in a company. Finally, pricing can be a key lever of profitability. Bibliography 1. Anderson, R. J. , Hughes, S. A.  and Sharrock, W. W. (19xx) Practical Pricing, in Working for Profit: The Social Organisation of Calculation in an Entrepreneurial Firm (Aldershot: Gower), chapter 8, pp. 139-157 2. Brimson, James A. Activity Accounting. New York: John Wiley Sons, Inc. , 1991. 3. Carrol, Raymond F. Chesley, G. R. Garrison, Ray. Noreen, Eric. Managerial Accounting: Concepts for Planning, Control, Decision Making. Toronto: McGraw-Hill-Ryerson Ltd. , 2001. 4. Foster, George. Horngren, Charles T. Cost Accounting: A Managerial Emphasis. New Jersey: Prentice Hall Inc. , 1991.

Challenges of Marketing to Children

Challenges of Marketing to Children 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, analyze 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. Acuff and Robert H. Reiher’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. Acuff and Reihers (1998) strategy merely opens a 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. Acuff and Reiher record approximately $1 billion annual gross revenue for Mattel Incorporated that sells Barbies. 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 highs takes 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, grand parents 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 (Acuff and Reiher 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 well being; status symbol; and their selfish need to have their child preoccupied with the multitude of products and free them from child responsibilities. These aspects portray not only the ugly but also the unethicalsides of the world of advertising. How true are these aspects and towhat extent do advertisers reach to capture their target consumers? Dothey cross the borders of ethics or not to maximise gains from avulnerable consumer market? And what, if anything, should be done tocontrol and ultimately restrict the freedom of advertising aimed atchildren are some of the areas that the following research willendeavour to enumerate. Children have become the key target for many advertisers. Childrenare vulnerable, easy to exploit consumers and they perceive things asadvertisers want them to perceive, or so many of us believe. Despitethe fact that children are nowadays smart and knowledgeable of themarketplace nevertheless for many marketers they are relatively easy totarget due to the sheer size of the childrens consumer market.Advertisers thrive by earning billions of pounds with the backing andfunding of the profit seeking organizations that hire them. Thesecompanies are not only producing goods that appeal to the children butthey are also exploiting their parents. The dual targeting approachmakes this market segment attractive as well as representative of highyield for investment. For example in many regions of the worldincluding the US, Europe and Japan, companies are investing billions sothat they can capture and tap the youth market segment but at the sametime they are also reaping billions in return. Adver tisers andmarketers are entrusted with the task to achieve sales targets bygenerating desired actions from the segment. The wide appeal hasmotivated many professionals to enter and adopt whatever means andmeasures to achieve their targets. Ethical implications surpasses but afew in the field of advertising that target children. For these reasonsthe authority, lobbyists and parents are demonstrating their concernsregarding the impact of media and advertising on children. Thefollowing literature review will first outline why and how children aretargeted, followed by a review of the kind of ethical implicationsadvertising and the media has on children. This will be followed by anexploration of the measures that are being taken to counteract theproblem, if any. Advertising to children has not been an issue until recently withthe boom of the media. More and more parents are concerned about thelegal controls that the authority levy on advertising criteria as mostare concerned about the kind of tactics advertisers are using toinfluence children for the sake of maximizing their profits. Forexample Bejot and Doittau (2004) note that pornography, cigarette andtobacco related, alcohol and other products prohibited for children arebeing promoted on television freely without restriction. Advertisementmessages for these adult related products are tailored for adultconsumption but due to the appeal of mass viewership and the higherprofits, the advertisements are aired during children televisionprimetime. As a result the advertisements expose children to contentsthat are not meant for them. Had that been the only case then the issueof advertisement would not have been so controversial. Research suggest that children between the ages of 6 and 14 years oldwatch about 25 hours of television per week in the US and they areexposed to 20,000 commercials in a   year (Moore and Lutz 2000).Children at this age are vulnerable because they are developing a senseto comprehend and evaluate messages in the environment. Stimulatedmessages on television not only have a harmful impact but they are alsodetrimental in persuading children to develop wants for products thatare not meant for them. According to Moore and Lutz (2000) Beyondadvertisements, children gain marketplace information from the productsthey encounter, advice from friends and relatives, and their ownconsumption experiences. Through consumption, children learn whatproducts are good and bad, whether advertising claims are truthful,what brands they prefer, and even products that convey social meaningsapart from their functional properties. For children the experiencesthat heighten their importance in their social cir cle and the adultworld have the most meaning. They do not have the ability to counteractor check on the viability or the authenticity of the message initiallywhen they are young as they are dependent on adults for explanatoryinformation accessible only through print media. By the time childrengrow to the teenage level the functionality of literacy diminishes tobe replaced by their desire and need to fit in their social life.Without consideration for product usefulness or content, childrendevelop wants for products beyond their pockets and reach. Similarly, children are also exposed to advertisements for fashionproducts that are actually designed for adult consumers but they areoften condensed to tailor to the younger audience with the purpose toinclude the young consumers in the marketing campaigns. For this reasonchildren develop receptivity for fashion products without the requiredinformation for decision making.   Moore and Lutz (2000) recognize theimportance of childrens advertising and its impact on young audienceby revealing that children are receptive to advertising demonstrated inexperiments of relation between ads and products. They write: Research investigating childrens receptivity to televisionadvertising has studied what children understand, under whatcircumstances they are persuaded, and how their responses evolve asthey mature (e.g. Macklin 1987; Roedder 1981). Drawing extensively oninformation processing and stage models, researchers have gainedsubstantial insight into the development of childrens cognitive skillsand their deployment during ad processing. (Moore and Lutz 2000). Their research indicates that children are at a stage where they aredeveloping cognitive abilities. Advertisers vie on this susceptibledevelopmental stage by targeting the limited processors of childrenthat have not yet acquired efficient information processing strategies,a fact that may be reflected in their inability to distinguish betweencentral 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 andthat target the vulnerability of the strategic processors.   Because atthis age group children tend to spontaneously employ efficientinformation storage and retrieval strategies. They organize andretrieve information based on available information and stimulus. Unless their knowledge of advertising is expressly activated by such acue, these children tend not to think critically or generatecounterarguments spontaneously. They may also neglect to differentiatebetween central and peripheral content when learning new information.When there is an appropriate cue in their environment, however, theyare likely to retrieve and use relevant information. (Moore and Lutz2000). Therefore children may develop recognition mechanism on how advertisingshould be viewed but that is dependent on external factors likeparental guide, government policies or other mediating channels.Evidence suggests that there is substantial amount of influence on thisage group when they are not guided in the preliminary stages inunderstanding the intent of advertisements. Research reveals thatsignificant guidelines must be levied before children rationale anddeliberate on the content of advertisements shown on television.Advertising is thus implicitly accorded substantial power to shapechildrens thinking until they acquire sufficient cognitive andattitudinal defences. (Moore and Lutz 2000). Other than the cognitive development impressions on children,advertising also influence them to take actions. In a study by Smithand Swinyard (1982) on consumer behaviour and response towards producttrials offer through advertisements suggests that because consumersknow that advertisers wish to present their brands in a favourablelight, they react to ads by partially discounting claims and formingtentatively held brand beliefs and attitudes. In contrast whenconsumers have direct usage experience, they form stronger, moreconfidently held brand beliefs and attitudes. This phenomenon has beenobserved in a number of studies with adults and may be consistent withthe case of children. The same expectations is held with regard tochildren advertising as researchers are of the opinion that with age,the capacity to form brand opinions tend to be more among olderchildren. For example children of age groups 10 and 12, and 12 and 14year olds tend to tell the truth and more likely to be scepticalt owards the institution of advertising rather than blindly acceptadvertisement claims. According to Michel Bejot and Barbara Doittau (2004) childrenadvertising are dynamic and highly appealing. The authors are of theopinion that children are the key target for advertisers because brandpreferences in this age group remain unchanged for a long time.Children remain loyal to the brands they are used to yet at the sametime they have growing pockets to afford more expensive items as theygrow older. The above aspects indicate that children though are smart andknowledgeable to sceptically evaluate and experiment with productsthrough advertisement claims they are also aware of the fact that theseadvertisers claim may not be true. At this point it is arguable tonote that some school of thoughts separate the vulnerable youngstersfrom the smart young consumers who have the cognitive ability tocritically examine the advertisement claims and disregard them if notproven true. According to Robertson and Rossiter (1974) if ads presentinformation different from a childs actual experien ce, confusion mayresult and trust in advertising may be determined. Conversely, otherssuggest that until children actually experience discrepancies betweenproducts as advertised and as consumed, they are unable to fullycomprehend advertisings persuasive intent. For this reason Moore andLutz (2000) claim that advertising use frames for product trials knownas transformational advertising in which adult consumers are drawntowards the products prior to advertising exposures by asking them toparticipate in the process of experimenting and interacting with theproduct with the view to interpret, evaluate and subsequently formtheir experience impressions. The expectancy or discrepancy frame setsare formed for comparison of later product trials which help indetermining discrepancies or consistencies of product qualities. Mooreand Lutz (2000) present the testing paradigm to show that rationalconsumers are clever in testing advertising claims of productperformances. Testing paradigm enable the m the opportunity to evaluateand form opinions. Children, on the other hand do not have the samereaction or taste for distinguishing discrepancy in the same manner. On the other hand Siegler (1996) believes that advertising and producttrials have different effects on childrens capacity to integratemultiple sources of information for consideration. Young children tendto engage in one-dimensional thinking pattern and rely on multipledimensions for a given task. Integration is imperative for childrenbecause they are dependent on this integration processing ofinformation for forming perceptual domains and consumer behaviour. Whenyounger children are presented with information it is encoded andstored in the recesses of the mind, and whenever needed retrieve it forevaluation. Information integration is basically combining newinformation presented in the media with the old information, andcomparing the two. Disparate media information result in discrepancy inexperience. This in turn results in loss of trust in advertisementmessages. Not all children however are wise enough to discriminate information.Moore and Lutz (2000) believe that age differences differentiateexpectations and credibility of advertising. They write Youngerchildren have been found to hold more positive attitudes aboutadvertising, to be more likely to believe its claims, and to be lesslikely to understand its essential purpose. Thus, among youngerchildren advertisings credibility is not likely to arise as a concern,and they are likely to perceive both advertising and a product trialexperience as believable sources of information. (Moore and Lutz2000). Clearly, this statement identifies with the fact that youngerchildren are more susceptible to advertising and they are prone to takeactions without critical evaluation. For older children advertisers maynot integrate strong expectations about a brand and instead focus onthe stronger results to generate confidence in product usage (Fazio1986). Alternatively there are groups of advertisers who vie on the physicalhabits of children. For example one of the most invidious techniques isto use junk food in advertising for children. The use of celebrities toendorse these foods without any consideration for balanced diet orfitness is common in the industry. In the UK the BBC which is fundedby licence and tax payers, received around 32 million pounds in 2001for franchising its Tweenies characters to McDonalds the FoodCommission found that the Tweenies products were high in junkelements. Despite this fact the UK government continues to allowbrands such as Cadburys to market its products and launch campaignsthat have negative effects on the physical health of children. Theseefforts are designed to generate more profits and not the publicinterest. They are aware of the fact that the lack of exercise coupledwith high calorie food result in obesity and other related diseases inchildren. The rate of obesity has doubled in the past 10 ye ars from 8.5percent to 15 percent among children under 16 years (The Lancet 2003).Yet advertisements continue to infiltrate the media and other channelswith the objective to vie on children. Children have long been recognized as the target market for manycompanies 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 billiondollars influence over family purchases. Children are considered to bepotential gold mines for campaigners and advertisers alike. Televisionchannels and the print media as well as companies are constantlyengaged in complex product placements, sales promotions, packagingdesign, public relations, and in-school marketing activities with theview to reach out to children and their parents. Given the timechildren spend in front of the television, on the Internet and mediagadgets, marketers realize that children form a huge consumer base fortoys, breakfast cereals, candy and snacks etc. For this purpose thereare more and more commercials on television to induce buying preferenceand action. TV commercials especially are being de veloped to inducechildren to purchase and participate in programs promoting cars,fashion, cell phones and other such adult related products. Accordingto Moore (2004) At the root of the childrens advertising debate isthe question of childrens unique vulnerabilities. Concerns about youngchildren range from their inability to resist specific selling effortsto a fear that without benefit of well-developed critical thinkingskills they may learn undesirable social values such as materialism†(Macklin, 1986 qt. Moore 2004). Her view is also affirmed by Acuff andReiher (1998) who indicate through their study that children aresusceptible to advertisements because of the extensive measures andstrategies adopted by the advertisers. Their study reveals thatmarketers devise winning formulas to gain the confidence of children bysending out messages that winning children are those who are associatedwith certain brands. These may be Barbie, He-Man, Teletubbies orSpider-Man. Identification and association are the keys to the winningformula. The success rate of the winning formula depends on how deep an impactthe product or brand has through the advertisements. These aredeveloped based on the knowledge of the development of the mind of thegrowing consumers. The product leverage mix is formed based onqualities that are demanded by children such as characteristics of ahero, power of a character and/or qualities of the product. The productleverage matrix is a comprehensive model formed for analyzing the needsand wants of the young consumers and a guide to allow marketers to havea look at the bigger picture. Once the matrix is determined the medium, concept, content, context,process, characters or personality, and attitude or style areestablished. Elements to be noted include: What is the psychologicalpoint of view of the target audience? What are the visual and verbalcontents that will be used for the product? How marketers will form thecontext of the advertisements for the target audience and the kind ofprocesses that will be involved to create an interface for interactionwith the potential consumers? Character association or the use ofpersonality to denote product quality is also common in the designingof the matrix etc. (Acuff and Reiher 1998). The marketers are also aware that young children are intelligentindividuals who exercise their developing cognitive abilities byassociating qualities with certain images. For example Bugs Bunny is aclever rabbit or Kellogg’s Pop Tarts are fruity flavoured etc. They areable to associate as well as distinguish between products andcharacteristics of the products. Identifying the points of differencefrom the children’s perspectives is critical but not impossible. Acuffand Reiher (1998) also note that these are assumptions that adults makeregarding the preferences of children such as teens wanting moreenergy; identifying with hero athletes; wanting great taste or newproduct names. Yet at the same time they also warn the marketers that: more often than not these assumptions are left unexamined as toveracity and strength. Its an important practice to check assumptions:check what the leverage actually is, and its relative power versus whathas been assumed. More often than not, adults make erroneousassumptions about what kids perceive to be important and powerfulbecause adults are looking at their product or program through adulteyes. It is critical to get at the actual leverage rather than theassumed leverage. With the above hypothetical Enerjuice example inmind, adults may be surprised when testing directly with kids focusgroups reveals that the new products blue colour is its most powerfulpoint of leverage and that the majority of kids tested dislike the newname. (Acuff and Reiher 1998). The basic premise in such a condition is that marketers need to ensurethey give promises and fulfil them too thereby gaining competitiveadvantage. This kind of positioning helps them to organize andcategorize products in the mind of the targeted consumers. In the endhowever, the marketers must realize that it is the bigger picture thatneeds to be satisfied that is product leverage matrix. At the centreof the matrix are the crucial elements that should not be neglectedsuch as gender, stage, age, structure, dimension, style and pastexperience. The consumers are at the end of this list and are the mostpowerful deciding factor that can make or break their products. Theyconclude that Successful products and programs are those that satisfytheir needs and wants in the short term (impulse) or in the long term.While a colourful and involving Trix cereal package with a maze on theback provides for short-term needs satisfaction, Mattels Hot Wheelscars year after year continue to provide young boys with something theyneed and want small, easily manipulability, colourful minicars thatare fun and involving to play cars with (Vroom! Vroom!) And toaccumulate and collect. (Acuff and Reiher 1998). Children advertising have attracted legal, scholars and parentalattention. Proponents of the children targeted marketing andadvertising argue that the financial backing that children programs aregetting 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 nichemarket of children of age group 12 and 14. Advertising provides themwith product information and does not really provide stimulus aschildren in this age group are more like adults with their specificideologies, attitudes and behaviours where preferences of products andservices are concerned. They have been exposed to persuasive messagesfor a long time and can distinguish persuasive messages from empoweringones. Thus they are product and advertising savvy. On the other hand opponents such as parents and consumer protectiongroups argue that advertising directed at children are not onlyunethical but they are also manipulative stimulants that promoteconsumerism in children from a very young age. Advertisements createwants and poor nutritional habits that induce children to pesterparents for products that are harmful for them (Berlger 1999). Theiropinions have been affirmed by Acuff and Reiher (1997) who suggest thatpreschool children at two and three years old tend to identify withfrequently seen images and therefore would be attracted towardsspokes-character in advertising and marketing. The desire to see thesecharacters and related products they see on television, packaging andpromotions induce demand for the same among children. According to DelVecchio (1998, p. 225), The objective is to select an effective pieceof advertising that will break through clutter, communicate the name ofthe brand, its key feature and benefit, and do so in a cool way thatwill elicit a childs request. Those advertisers are successful whosuccessfully use innovation, meticulous marketing, planning and massiveexposures in their key characters according to Schneider (1989). The ethical dilemma enters the scenario when one refers to the degreeand extent of the use of stimuli. Research indicates thatspokes-characters use role play and features that would relate animatedwith human characters and thereby influence childrens attitudes(Chebat et al 1992). The issues surrounding the use of advertisingcharacters to children stem from the fact that the characters arecommoditized without consideration for its impact on the children.Without regulations, advertisers tend to deviate from the conventionaluse of these characters. They treat children and adult related productsalike. That is perhaps the reason why Cross (2002) indicates that therehas been a rise in restrictions on tobacco advertising during the 1990sto curb tobacco companies from targeting children by the use ofspokes-characters in their advertising and marketing campaigns. In this context advertisements have a deep ethical impact on thecognitive and development of growing children and the authority needsto recognize this fact. According to Roedder (1981) children arevulnerable and fail to utilize cognitive plans for storing andretrieving information. The categorization of processing deficienciesstem from the childs inability to use the actual strategies and aidsfor storing information in the memory. Limited processing capabilitiesin young age group especially induce children to learn throughmemorization and are not capable of using tools for separating,segregating and processing information according to utility. Insteadthey use information incidentally. Television uses fast pace visualgraphics and audiovisual medium to influence preschoolers and aroundthat age group. The effects become consistent when children areregularly exposed to these audiovisual images so that they becomeimprinted on the minds of the young children (Alwitt et al 1980).Animation a nd other stimulus have double impact on the informationprocessors of children. As children become receptive to advertisementsor images that are regularly shown they come to recognize it in theirdaily experiences. Once the images are imprinted in the targeted group’s mind it is easyto generate brand recognition through triggering keys which may be inthe form of visual or audio effects. Spokes-characters such cartooncharacters have this essential effects on the children. Studies havefound that young children often discriminate between products on asimple heuristic of whether one particular quality (which may includebrand 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 associatewith the characters and brand that they prefer. Instilling a brand inchildren’s minds is easy when spokes-characters are used to define thequalities of the products. For example in Bahns (1996) study four andfive year olds proved to be receptive to product characteristics byinferring spokes-characters. Bahn gives the example of cereal boxes.Boxes with cartoons are associated with sugary and sweet cereal meantfor kids while those that do not have cartoons are bland and notsweet, and are meant for adults. This logic for cereal preferences andchoices indicate that advertisements with their logos, characters andcartoons all have a great impact on the minds of young children in thisage group. While Bahns example seem harmless whereby advertisers are merely usingthe characteristics and qualities of products to appeal to the youngconsumers, Fischer et als (1991) example raises ethical dilemma. Intheir study the researchers asked children ages three to six toidentify logo brands with the appropriate product. They observe thatchildren tend to associate the Old Joe character with cigarettes. Thisassociation has been developed through the inference of the Cameladvertisements that uses Old Joe a cartoon character for brandpersonalization. Hence, the researchers conclude that regardless of theintentions of advertisers and marketers, the effects of advertising onchildren are inevitable. Yet there are arguments against this view by psychologists such asPiaget (1929). This group of individuals are of the view thatpreoperational children between ages two and seven do not reallyprocess information logically or abstractly. They rely on processingstrategies such as â€Å"transductive† to connect between thoughts andreasoning and therefore not susceptible to the underlying qualities.They may understand simple expressions of but have difficulty inassociating it with product differentiation. Consequently Neeley andSchumann (2004) write: While research findings show that young children can exhibit highlevels of character/product recognition, association, and affect, thechallenge arises when we assume that these early responses lead toproduct preference, intention, and choice. Recognition, association,and affect are manifestations of simpler cognitive processing abilitiesthan preference, intention, and choice, and research supports thenotion that these simple abilities would be present in children asyoung as two or three years old. More advanced cognitive abilities arerequired for the later behavioural stages of preference, intention, andchoice because these responses require a child to position one item(e.g., brand/product) relative to others, something that a child maynot be able to d Challenges of Marketing to Children Challenges of Marketing to Children 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, analyze 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. Acuff and Robert H. Reiher’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. Acuff and Reihers (1998) strategy merely opens a 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. Acuff and Reiher record approximately $1 billion annual gross revenue for Mattel Incorporated that sells Barbies. 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 highs takes 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, grand parents 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 (Acuff and Reiher 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 well being; status symbol; and their selfish need to have their child preoccupied with the multitude of products and free them from child responsibilities. These aspects portray not only the ugly but also the unethicalsides of the world of advertising. How true are these aspects and towhat extent do advertisers reach to capture their target consumers? Dothey cross the borders of ethics or not to maximise gains from avulnerable consumer market? And what, if anything, should be done tocontrol and ultimately restrict the freedom of advertising aimed atchildren are some of the areas that the following research willendeavour to enumerate. Children have become the key target for many advertisers. Childrenare vulnerable, easy to exploit consumers and they perceive things asadvertisers want them to perceive, or so many of us believe. Despitethe fact that children are nowadays smart and knowledgeable of themarketplace nevertheless for many marketers they are relatively easy totarget due to the sheer size of the childrens consumer market.Advertisers thrive by earning billions of pounds with the backing andfunding of the profit seeking organizations that hire them. Thesecompanies are not only producing goods that appeal to the children butthey are also exploiting their parents. The dual targeting approachmakes this market segment attractive as well as representative of highyield for investment. For example in many regions of the worldincluding the US, Europe and Japan, companies are investing billions sothat they can capture and tap the youth market segment but at the sametime they are also reaping billions in return. Adver tisers andmarketers are entrusted with the task to achieve sales targets bygenerating desired actions from the segment. The wide appeal hasmotivated many professionals to enter and adopt whatever means andmeasures to achieve their targets. Ethical implications surpasses but afew in the field of advertising that target children. For these reasonsthe authority, lobbyists and parents are demonstrating their concernsregarding the impact of media and advertising on children. Thefollowing literature review will first outline why and how children aretargeted, followed by a review of the kind of ethical implicationsadvertising and the media has on children. This will be followed by anexploration of the measures that are being taken to counteract theproblem, if any. Advertising to children has not been an issue until recently withthe boom of the media. More and more parents are concerned about thelegal controls that the authority levy on advertising criteria as mostare concerned about the kind of tactics advertisers are using toinfluence children for the sake of maximizing their profits. Forexample Bejot and Doittau (2004) note that pornography, cigarette andtobacco related, alcohol and other products prohibited for children arebeing promoted on television freely without restriction. Advertisementmessages for these adult related products are tailored for adultconsumption but due to the appeal of mass viewership and the higherprofits, the advertisements are aired during children televisionprimetime. As a result the advertisements expose children to contentsthat are not meant for them. Had that been the only case then the issueof advertisement would not have been so controversial. Research suggest that children between the ages of 6 and 14 years oldwatch about 25 hours of television per week in the US and they areexposed to 20,000 commercials in a   year (Moore and Lutz 2000).Children at this age are vulnerable because they are developing a senseto comprehend and evaluate messages in the environment. Stimulatedmessages on television not only have a harmful impact but they are alsodetrimental in persuading children to develop wants for products thatare not meant for them. According to Moore and Lutz (2000) Beyondadvertisements, children gain marketplace information from the productsthey encounter, advice from friends and relatives, and their ownconsumption experiences. Through consumption, children learn whatproducts are good and bad, whether advertising claims are truthful,what brands they prefer, and even products that convey social meaningsapart from their functional properties. For children the experiencesthat heighten their importance in their social cir cle and the adultworld have the most meaning. They do not have the ability to counteractor check on the viability or the authenticity of the message initiallywhen they are young as they are dependent on adults for explanatoryinformation accessible only through print media. By the time childrengrow to the teenage level the functionality of literacy diminishes tobe replaced by their desire and need to fit in their social life.Without consideration for product usefulness or content, childrendevelop wants for products beyond their pockets and reach. Similarly, children are also exposed to advertisements for fashionproducts that are actually designed for adult consumers but they areoften condensed to tailor to the younger audience with the purpose toinclude the young consumers in the marketing campaigns. For this reasonchildren develop receptivity for fashion products without the requiredinformation for decision making.   Moore and Lutz (2000) recognize theimportance of childrens advertising and its impact on young audienceby revealing that children are receptive to advertising demonstrated inexperiments of relation between ads and products. They write: Research investigating childrens receptivity to televisionadvertising has studied what children understand, under whatcircumstances they are persuaded, and how their responses evolve asthey mature (e.g. Macklin 1987; Roedder 1981). Drawing extensively oninformation processing and stage models, researchers have gainedsubstantial insight into the development of childrens cognitive skillsand their deployment during ad processing. (Moore and Lutz 2000). Their research indicates that children are at a stage where they aredeveloping cognitive abilities. Advertisers vie on this susceptibledevelopmental stage by targeting the limited processors of childrenthat have not yet acquired efficient information processing strategies,a fact that may be reflected in their inability to distinguish betweencentral 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 andthat target the vulnerability of the strategic processors.   Because atthis age group children tend to spontaneously employ efficientinformation storage and retrieval strategies. They organize andretrieve information based on available information and stimulus. Unless their knowledge of advertising is expressly activated by such acue, these children tend not to think critically or generatecounterarguments spontaneously. They may also neglect to differentiatebetween central and peripheral content when learning new information.When there is an appropriate cue in their environment, however, theyare likely to retrieve and use relevant information. (Moore and Lutz2000). Therefore children may develop recognition mechanism on how advertisingshould be viewed but that is dependent on external factors likeparental guide, government policies or other mediating channels.Evidence suggests that there is substantial amount of influence on thisage group when they are not guided in the preliminary stages inunderstanding the intent of advertisements. Research reveals thatsignificant guidelines must be levied before children rationale anddeliberate on the content of advertisements shown on television.Advertising is thus implicitly accorded substantial power to shapechildrens thinking until they acquire sufficient cognitive andattitudinal defences. (Moore and Lutz 2000). Other than the cognitive development impressions on children,advertising also influence them to take actions. In a study by Smithand Swinyard (1982) on consumer behaviour and response towards producttrials offer through advertisements suggests that because consumersknow that advertisers wish to present their brands in a favourablelight, they react to ads by partially discounting claims and formingtentatively held brand beliefs and attitudes. In contrast whenconsumers have direct usage experience, they form stronger, moreconfidently held brand beliefs and attitudes. This phenomenon has beenobserved in a number of studies with adults and may be consistent withthe case of children. The same expectations is held with regard tochildren advertising as researchers are of the opinion that with age,the capacity to form brand opinions tend to be more among olderchildren. For example children of age groups 10 and 12, and 12 and 14year olds tend to tell the truth and more likely to be scepticalt owards the institution of advertising rather than blindly acceptadvertisement claims. According to Michel Bejot and Barbara Doittau (2004) childrenadvertising are dynamic and highly appealing. The authors are of theopinion that children are the key target for advertisers because brandpreferences in this age group remain unchanged for a long time.Children remain loyal to the brands they are used to yet at the sametime they have growing pockets to afford more expensive items as theygrow older. The above aspects indicate that children though are smart andknowledgeable to sceptically evaluate and experiment with productsthrough advertisement claims they are also aware of the fact that theseadvertisers claim may not be true. At this point it is arguable tonote that some school of thoughts separate the vulnerable youngstersfrom the smart young consumers who have the cognitive ability tocritically examine the advertisement claims and disregard them if notproven true. According to Robertson and Rossiter (1974) if ads presentinformation different from a childs actual experien ce, confusion mayresult and trust in advertising may be determined. Conversely, otherssuggest that until children actually experience discrepancies betweenproducts as advertised and as consumed, they are unable to fullycomprehend advertisings persuasive intent. For this reason Moore andLutz (2000) claim that advertising use frames for product trials knownas transformational advertising in which adult consumers are drawntowards the products prior to advertising exposures by asking them toparticipate in the process of experimenting and interacting with theproduct with the view to interpret, evaluate and subsequently formtheir experience impressions. The expectancy or discrepancy frame setsare formed for comparison of later product trials which help indetermining discrepancies or consistencies of product qualities. Mooreand Lutz (2000) present the testing paradigm to show that rationalconsumers are clever in testing advertising claims of productperformances. Testing paradigm enable the m the opportunity to evaluateand form opinions. Children, on the other hand do not have the samereaction or taste for distinguishing discrepancy in the same manner. On the other hand Siegler (1996) believes that advertising and producttrials have different effects on childrens capacity to integratemultiple sources of information for consideration. Young children tendto engage in one-dimensional thinking pattern and rely on multipledimensions for a given task. Integration is imperative for childrenbecause they are dependent on this integration processing ofinformation for forming perceptual domains and consumer behaviour. Whenyounger children are presented with information it is encoded andstored in the recesses of the mind, and whenever needed retrieve it forevaluation. Information integration is basically combining newinformation presented in the media with the old information, andcomparing the two. Disparate media information result in discrepancy inexperience. This in turn results in loss of trust in advertisementmessages. Not all children however are wise enough to discriminate information.Moore and Lutz (2000) believe that age differences differentiateexpectations and credibility of advertising. They write Youngerchildren have been found to hold more positive attitudes aboutadvertising, to be more likely to believe its claims, and to be lesslikely to understand its essential purpose. Thus, among youngerchildren advertisings credibility is not likely to arise as a concern,and they are likely to perceive both advertising and a product trialexperience as believable sources of information. (Moore and Lutz2000). Clearly, this statement identifies with the fact that youngerchildren are more susceptible to advertising and they are prone to takeactions without critical evaluation. For older children advertisers maynot integrate strong expectations about a brand and instead focus onthe stronger results to generate confidence in product usage (Fazio1986). Alternatively there are groups of advertisers who vie on the physicalhabits of children. For example one of the most invidious techniques isto use junk food in advertising for children. The use of celebrities toendorse these foods without any consideration for balanced diet orfitness is common in the industry. In the UK the BBC which is fundedby licence and tax payers, received around 32 million pounds in 2001for franchising its Tweenies characters to McDonalds the FoodCommission found that the Tweenies products were high in junkelements. Despite this fact the UK government continues to allowbrands such as Cadburys to market its products and launch campaignsthat have negative effects on the physical health of children. Theseefforts are designed to generate more profits and not the publicinterest. They are aware of the fact that the lack of exercise coupledwith high calorie food result in obesity and other related diseases inchildren. The rate of obesity has doubled in the past 10 ye ars from 8.5percent to 15 percent among children under 16 years (The Lancet 2003).Yet advertisements continue to infiltrate the media and other channelswith the objective to vie on children. Children have long been recognized as the target market for manycompanies 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 billiondollars influence over family purchases. Children are considered to bepotential gold mines for campaigners and advertisers alike. Televisionchannels and the print media as well as companies are constantlyengaged in complex product placements, sales promotions, packagingdesign, public relations, and in-school marketing activities with theview to reach out to children and their parents. Given the timechildren spend in front of the television, on the Internet and mediagadgets, marketers realize that children form a huge consumer base fortoys, breakfast cereals, candy and snacks etc. For this purpose thereare more and more commercials on television to induce buying preferenceand action. TV commercials especially are being de veloped to inducechildren to purchase and participate in programs promoting cars,fashion, cell phones and other such adult related products. Accordingto Moore (2004) At the root of the childrens advertising debate isthe question of childrens unique vulnerabilities. Concerns about youngchildren range from their inability to resist specific selling effortsto a fear that without benefit of well-developed critical thinkingskills they may learn undesirable social values such as materialism†(Macklin, 1986 qt. Moore 2004). Her view is also affirmed by Acuff andReiher (1998) who indicate through their study that children aresusceptible to advertisements because of the extensive measures andstrategies adopted by the advertisers. Their study reveals thatmarketers devise winning formulas to gain the confidence of children bysending out messages that winning children are those who are associatedwith certain brands. These may be Barbie, He-Man, Teletubbies orSpider-Man. Identification and association are the keys to the winningformula. The success rate of the winning formula depends on how deep an impactthe product or brand has through the advertisements. These aredeveloped based on the knowledge of the development of the mind of thegrowing consumers. The product leverage mix is formed based onqualities that are demanded by children such as characteristics of ahero, power of a character and/or qualities of the product. The productleverage matrix is a comprehensive model formed for analyzing the needsand wants of the young consumers and a guide to allow marketers to havea look at the bigger picture. Once the matrix is determined the medium, concept, content, context,process, characters or personality, and attitude or style areestablished. Elements to be noted include: What is the psychologicalpoint of view of the target audience? What are the visual and verbalcontents that will be used for the product? How marketers will form thecontext of the advertisements for the target audience and the kind ofprocesses that will be involved to create an interface for interactionwith the potential consumers? Character association or the use ofpersonality to denote product quality is also common in the designingof the matrix etc. (Acuff and Reiher 1998). The marketers are also aware that young children are intelligentindividuals who exercise their developing cognitive abilities byassociating qualities with certain images. For example Bugs Bunny is aclever rabbit or Kellogg’s Pop Tarts are fruity flavoured etc. They areable to associate as well as distinguish between products andcharacteristics of the products. Identifying the points of differencefrom the children’s perspectives is critical but not impossible. Acuffand Reiher (1998) also note that these are assumptions that adults makeregarding the preferences of children such as teens wanting moreenergy; identifying with hero athletes; wanting great taste or newproduct names. Yet at the same time they also warn the marketers that: more often than not these assumptions are left unexamined as toveracity and strength. Its an important practice to check assumptions:check what the leverage actually is, and its relative power versus whathas been assumed. More often than not, adults make erroneousassumptions about what kids perceive to be important and powerfulbecause adults are looking at their product or program through adulteyes. It is critical to get at the actual leverage rather than theassumed leverage. With the above hypothetical Enerjuice example inmind, adults may be surprised when testing directly with kids focusgroups reveals that the new products blue colour is its most powerfulpoint of leverage and that the majority of kids tested dislike the newname. (Acuff and Reiher 1998). The basic premise in such a condition is that marketers need to ensurethey give promises and fulfil them too thereby gaining competitiveadvantage. This kind of positioning helps them to organize andcategorize products in the mind of the targeted consumers. In the endhowever, the marketers must realize that it is the bigger picture thatneeds to be satisfied that is product leverage matrix. At the centreof the matrix are the crucial elements that should not be neglectedsuch as gender, stage, age, structure, dimension, style and pastexperience. The consumers are at the end of this list and are the mostpowerful deciding factor that can make or break their products. Theyconclude that Successful products and programs are those that satisfytheir needs and wants in the short term (impulse) or in the long term.While a colourful and involving Trix cereal package with a maze on theback provides for short-term needs satisfaction, Mattels Hot Wheelscars year after year continue to provide young boys with something theyneed and want small, easily manipulability, colourful minicars thatare fun and involving to play cars with (Vroom! Vroom!) And toaccumulate and collect. (Acuff and Reiher 1998). Children advertising have attracted legal, scholars and parentalattention. Proponents of the children targeted marketing andadvertising argue that the financial backing that children programs aregetting 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 nichemarket of children of age group 12 and 14. Advertising provides themwith product information and does not really provide stimulus aschildren in this age group are more like adults with their specificideologies, attitudes and behaviours where preferences of products andservices are concerned. They have been exposed to persuasive messagesfor a long time and can distinguish persuasive messages from empoweringones. Thus they are product and advertising savvy. On the other hand opponents such as parents and consumer protectiongroups argue that advertising directed at children are not onlyunethical but they are also manipulative stimulants that promoteconsumerism in children from a very young age. Advertisements createwants and poor nutritional habits that induce children to pesterparents for products that are harmful for them (Berlger 1999). Theiropinions have been affirmed by Acuff and Reiher (1997) who suggest thatpreschool children at two and three years old tend to identify withfrequently seen images and therefore would be attracted towardsspokes-character in advertising and marketing. The desire to see thesecharacters and related products they see on television, packaging andpromotions induce demand for the same among children. According to DelVecchio (1998, p. 225), The objective is to select an effective pieceof advertising that will break through clutter, communicate the name ofthe brand, its key feature and benefit, and do so in a cool way thatwill elicit a childs request. Those advertisers are successful whosuccessfully use innovation, meticulous marketing, planning and massiveexposures in their key characters according to Schneider (1989). The ethical dilemma enters the scenario when one refers to the degreeand extent of the use of stimuli. Research indicates thatspokes-characters use role play and features that would relate animatedwith human characters and thereby influence childrens attitudes(Chebat et al 1992). The issues surrounding the use of advertisingcharacters to children stem from the fact that the characters arecommoditized without consideration for its impact on the children.Without regulations, advertisers tend to deviate from the conventionaluse of these characters. They treat children and adult related productsalike. That is perhaps the reason why Cross (2002) indicates that therehas been a rise in restrictions on tobacco advertising during the 1990sto curb tobacco companies from targeting children by the use ofspokes-characters in their advertising and marketing campaigns. In this context advertisements have a deep ethical impact on thecognitive and development of growing children and the authority needsto recognize this fact. According to Roedder (1981) children arevulnerable and fail to utilize cognitive plans for storing andretrieving information. The categorization of processing deficienciesstem from the childs inability to use the actual strategies and aidsfor storing information in the memory. Limited processing capabilitiesin young age group especially induce children to learn throughmemorization and are not capable of using tools for separating,segregating and processing information according to utility. Insteadthey use information incidentally. Television uses fast pace visualgraphics and audiovisual medium to influence preschoolers and aroundthat age group. The effects become consistent when children areregularly exposed to these audiovisual images so that they becomeimprinted on the minds of the young children (Alwitt et al 1980).Animation a nd other stimulus have double impact on the informationprocessors of children. As children become receptive to advertisementsor images that are regularly shown they come to recognize it in theirdaily experiences. Once the images are imprinted in the targeted group’s mind it is easyto generate brand recognition through triggering keys which may be inthe form of visual or audio effects. Spokes-characters such cartooncharacters have this essential effects on the children. Studies havefound that young children often discriminate between products on asimple heuristic of whether one particular quality (which may includebrand 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 associatewith the characters and brand that they prefer. Instilling a brand inchildren’s minds is easy when spokes-characters are used to define thequalities of the products. For example in Bahns (1996) study four andfive year olds proved to be receptive to product characteristics byinferring spokes-characters. Bahn gives the example of cereal boxes.Boxes with cartoons are associated with sugary and sweet cereal meantfor kids while those that do not have cartoons are bland and notsweet, and are meant for adults. This logic for cereal preferences andchoices indicate that advertisements with their logos, characters andcartoons all have a great impact on the minds of young children in thisage group. While Bahns example seem harmless whereby advertisers are merely usingthe characteristics and qualities of products to appeal to the youngconsumers, Fischer et als (1991) example raises ethical dilemma. Intheir study the researchers asked children ages three to six toidentify logo brands with the appropriate product. They observe thatchildren tend to associate the Old Joe character with cigarettes. Thisassociation has been developed through the inference of the Cameladvertisements that uses Old Joe a cartoon character for brandpersonalization. Hence, the researchers conclude that regardless of theintentions of advertisers and marketers, the effects of advertising onchildren are inevitable. Yet there are arguments against this view by psychologists such asPiaget (1929). This group of individuals are of the view thatpreoperational children between ages two and seven do not reallyprocess information logically or abstractly. They rely on processingstrategies such as â€Å"transductive† to connect between thoughts andreasoning and therefore not susceptible to the underlying qualities.They may understand simple expressions of but have difficulty inassociating it with product differentiation. Consequently Neeley andSchumann (2004) write: While research findings show that young children can exhibit highlevels of character/product recognition, association, and affect, thechallenge arises when we assume that these early responses lead toproduct preference, intention, and choice. Recognition, association,and affect are manifestations of simpler cognitive processing abilitiesthan preference, intention, and choice, and research supports thenotion that these simple abilities would be present in children asyoung as two or three years old. More advanced cognitive abilities arerequired for the later behavioural stages of preference, intention, andchoice because these responses require a child to position one item(e.g., brand/product) relative to others, something that a child maynot be able to d