The trails of OZ

* Three editors of a magazine (OZ) were charged on three counts: conspiracy to corrupt public morals, an obscene article, and an indecent object sent through the post. * The edition of the magazine was not a great edition of the magazine. It had descriptions of oral sex and an offensive ‘Rupert the bear’ cartoon strip. * The judge was Michael Argyle Q. C. ; who would impose heavy sentences ‘if the jury convicted. ’ * The jury was drawn from a particular social group (People who owned property); thus none were pre-disposed to the type of journal OZ was. The prosecution had the magazine as its only exhibit and the court was told that it was ‘unacceptable from a family point of view’. * Dr. Edward De Bono is a better defense witness, as he isn’t intimidated and clever as was Dr. Michael Schofield. The trial goes for sic weeks in the summer of 1971 and the courtroom made for great theater. * The judge was not particularly in favor of the more sexual aspects of the trial and has trouble in coming to terms with slang such as ‘sucking’, ‘blowing’, ‘going down’ and ‘yodeling in the canyon’. Robertson goes on to the point out the conservative nature of Judge Argyle including how he has a glass destroyed because a man who once had a venereal disease drank from it. Robertson tells how the case ‘became a collision of cultural incomprehension’ and caused division even among the press. Tension was also increased because of the ritual and formality of the Old Baily Court. * The ritual disguised much theatre behind the scenes in a criminal trial here everything else rehearsed to some extent and perjury was rife. Also the judge was required to take the evidence down in longhand and this made him very important. In this particular case Judge Argyle showed some bias towards witnesses including Ronald Dworkin, an Oxford professor and also Marty Feldman, the comedian, who didn’t take the oath and failed to impress the judge. * The trial was also held under the strictest security with death threats being made against the judge and the court clerk. It turns out the threats were made by the clerk’s wife who was later prosecuted and sentenced to a psychiatric institution. * Towards the end of the trial the defense seems in ‘good shape’ but the sentencing powers of the judge were still a concern. At times the trial came close to arguing that ‘nothing †¦ could deprave and corrupt’. Studies were used to support this argument that were later found to be misleading. * Later it came down to a battle of semantics over the words indecent and obscene and is the depiction of an indecent act the same as the act itself. It is interesting to note that the charge of conspiring to corrupt public morals carried the penalty of life imprisonment. * Richard Neville used Bob Dylan’s ‘The times are a-Changin’ in his final speech but the tone and body language of the judge was against the defense and he makes this very clear to the jury. The jury come back for a definition of obscene and then retires again to decide. They find the defendants guilty on the last two counts. * The judge asks if the deportation papers had been served on Neville and he gets an affirmative reply. He remands them for three weeks for ‘medical and psychiatric reports’. The defendants are taken to prison and have their hair cut off. * At this point the British tradition of modernization came to the fore and many came out against the remand. Eventually on the day of sentencing the judge is unmoved by the protests and sentences them all to jail for varying terms. He also compliments the ‘obscene Publications Squad’ for their good work. * There were protests and an appeal was prepared as was a bail hearing. The appeal judge granted bail seemingly to appease his young daughter and the three were released. At the appeal the Chief judge seemed to be on the side of the prosecution but after lunch he dismissed all charges because he was convinced there was worse pornography out in the streets. * Later the detective in charge of the case said that ‘I’m doing it for out children’. The magazine itself died off and the editors went their separate ways. The result of the trial was that it opened up the way to eliminate political censorship but also a world of commercial exploration of sex. * The Oz trial also ended these sorts of trials and not many prosecutions are conducted anymore. If they are conducted they only serve to add publicity to the individuals on trial. Two examples that Robertson gives are Johnny Rotten’s ‘Never Mind the Bollocks’ trial and the Spycatcher trial. * Robertson finishes the chapter by telling us about the play that he wrote about the case. Michael X on death row Robertson begins this chapter in Trinidad where he is visiting Michael X in the Royal Goal. He is trying to save him from the death penalty that he was sentenced to for murder. Robertson seems motivated by the desire to save his client and fight the death row lawyers are not ‘opposed to the punishment of the guilty’ but rather opposed to ‘human sacrifice’. * He finds little help in common law, which had been made by English judges in the past, and the death penalties handed out over the years had been used as ‘bulwarks of the constitution’. The death penalty was abolished in England in 1964 and judges had wanted the sentence carried out quickly for a variety of reasons. * At the Roal Goal he finds out that Michael X has not been yet executed. Here, on death row, he sees thirsty men in small cells with only a bed and a slop bucket. The lights are kept on permanently and the men were inside the cells for twenty-tree hours a day. Michael himself seemed ‘quiet and self-contained’, while around him raged. * In the prison death warrants are read on Thursdays between two pm and four pm and a condemned prisioner was allowed to order a final mean. The sentence was carried out on the following Tuesday but they allowed a last visitor on the Monday. Michael tells him that they can hear the trap door open as the man is hung. * During the sentence the official party has a sixty-minute breakfast and the body just hangs there. After this it is taken down and the wrists are slashed, as are the tendons in the feet. The body is then buried in the prison grounds and pragmatically in Jamaica in the vegetable garden. The bodies are not released to families. * Robertson seems convinced that his Michael X is not the murderer of four years ago

Discriminate Against Race

AbstractThe issues of race and gender, and more precisely the issues of equal rights for everyone regardless of race and gender, continue to be controversial and never fully addressed. While programs like Affirmative Action have tried to provide equal opportunity, they have failed because of one main issue- if it is injustice to discriminate against racial minorities and women on the account of their race or sex, then it similarly unjust to give them preference for the same reason.This essay will prove this statement by showing specific examples of how preferential treatment increases rather than decreases the importance of race and gender in American society. Basically, there are three main reasons why preferential treatment makes racial and gender differences important instead of eliminating them. First, preferential treatment gives the appearance that minority genders or races are inferior and need to be given advantage not on their merit or ability, but on their membership in a c ertain group (Cohen & Sterba, 2003), actually putting them at a bigger disadvantage.Second, there is the issue of reverse discrimination, which basically means that by giving advantage to the minority, the majority is discriminated against in the long run. Lastly, the provision of programs like Affirmative Action and others create divisions between minority groups themselves, as each group vies for advantage over the others, which puts the minorities with the smallest numbers at the biggest disadvantage, as their voice cannot be heard clearly enough.Perhaps the bottom line in racial/gender discrimination, ironically enough, is that true equality can probably never be realized, for one group will always come up with less than another if a program exists to provide advantages which are not strictly merit based. In closing, it is fair to say that until a â€Å"magic bullet† is developed for true equality, the scales will always be askew.   References Cohen, C., & Sterba, J. P. (2003). Affirmative Action and Racial Preference: A Debate. New York: Oxford University Press.

E-Businesss Marketing Essay Example | Topics and Well Written Essays - 750 words

E-Businesss Marketing - Essay Example By doing this an organization faces both the advantages and the disadvantages of conducting business internationally. Advantages include competing with multinational firms and exploiting regions more suited to the products of the firm. The disadvantages include; entering a new country successfully will require studying the culture of the country and adapting to the situation and the potential risk of failing. Security is one of the major issues that are being faced by any organization in the present world. Internet crime has been one of these problems for organizations doing business on the Internet. Viruses and hacking have become very common, steps to reduce these have been taken and are being taken. An organization doing business online must convince its customers that data transmitted about them while buying online is safe from hackers and alteration. This can be done by formulating a security policy that provides the most secure transactions. A good security policy not only builds trust within the consumers but also helps an organization build a reputable image. The organization should also be efficient in responding to potential threats that are present before they harm the organization in any way. Importance to systems privacy is given while formulating a security policy as it determines a user's freedom while using Internet to purchase from the organization's website. Integrity i s also given importance while formulating a security policy as to avoid policies that might hinder the cohesiveness of different systems that are integrated into the E-Business. Another major security issue apart from all these is the physical security of the system. Physical security ensures that a system is safe from physical damage and thefts. Ant viruses help organizations in conducting a secure e-business and Fire Walls help control the traffic flow, balancing activities and stopping unexpected actions. Fire Walls also restricts unauthorized access in the systems. A security system that I have recently been exposed to is McAfee Antivirus system that protects the System from viruses, hackers and different potential threats on the Internet. 3. Some of the specific security objectives for protecting Web business assets and customer privacy are: - How do you protect client computers from security threats - How do you protect information as it travels through the Internet communication channel - How do you protect the security of Web server computers Pick any one of these topics to give your discussion contribution. Protecting Client Computers from security threats is not a very easy task to accomplish but it's the most important one too. Until and unless a client computer is safe it's impossible to conduct e-business with trust. The main threats are hackers

Beijing Marathon and Pollution Essay Example | Topics and Well Written Essays - 750 words

Beijing Marathon and Pollution - Essay Example According to Chang, during the last decade, China has undergone massive industrialization that has really transformed its economy and further catalyzed economic growth and prosperity (30). However, the industrialization has endangered the lives of Chinese people mostly in urban areas due to high levels of pollution. China is the world’s biggest consumer and it is estimated that the country consumes almost four billion tonnes of coal. The country has over-relied on coal for electricity production and thus the high and increasing levels of pollution. However, recently the Chinese government implemented a plan to close fifty thousand coal furnaces in order to curb the increasingly high levels of smog in its skyline. On the other hand, they have decided to clean all their furnaces so as to use clean pure coal rather than the use of dusty coal leading to high levels of air pollution. The growth of industries is another contributing factor to increase in air pollution. Bejin is a metropolitan city that is surrounded by industries. In the nearby province of Hebei is home to more than eight hundred polluting factories. Beijing is also home to steal manufacturing industries that emit pollutants into the atmosphere. Furthermore, pollution from Hebei is swept by the wind into Beijin thus making the city to be ranked among the World’s most polluted cities. On the contrary, Beijin faces high traffic on its roads. As such, the increased number of vehicles emit smog into the atmosphere causing the air around Bejin to be impure with small chemical pollutants of PM2.5. In addition, China’s industries and the government have failed in regulating the amount of chemicals industries emit. The government should have implemented fines for industries emitting more into the atmosphere. On the other hand, the industries have failed in installing carbon absorbing materia ls into chimneys so as to limit the level of atmospheric pollution. The case of China’s Bejin Marathon is a depicts failure by rich nations to observe the Kyoto protocol to reduce emissions into the atmosphere on a meaningful scale.

Pros and cons of pornography and why I think it is ethical Essay

Pros and cons of pornography and why I think it is ethical - Essay Example It is made with the purpose of providing them with sexual pleasure. And anything that is joyful and pleasurable comes under the category of ‘Art and Aesthetics’, sexual or otherwise. Since primitive times, art has been allotted a distinct position in our society, always with the sacred aim of entertaining people. But many social thinkers, activists, and feminists will raise their brows in anger and disgust if pornography is considered as an art. Only because it deals with the inhibited and secret sexual desires of men, pornography cannot be considered as art? Obviously the answer lies in the question itself. From childhood, a person is taught to look upon sex as a thing to abhor and not to talk about explicitly. Whatever question or doubt arise in his mind about this primal man-woman relationship, he learns to suppress them out of fear of being marked as ‘perverted’ in his social surroundings. Most of us sometimes grow up with the notion that â€Å"pornography, or any directly arousing material is somehow bad and wrong and that we shouldnt even want to look at it.† (Scarleteen, ‘Looking, Lusting and Learning: A Straightforward Look at P ornography’, n.d.). The Indian culture is very discouraging about sex and anything related to it. The habit of feeling guilty if talked or thought about sex is inculcated from childhood. But if the society teaches a person to develop a healthy attitude towards sex from the early days of his life then sex and pornography will appear to him in a totally different light than what he is made to see. Whether pornography is morally ethical or not depends a lot on the level of sexual behavior of a particular society and age. For example it may be said, that the books of sex education used in many schools nowadays might have been considered as being ‘pornographic’ or ‘obscene’ decades

Corporate Governance (Shareholder and Stakeholder Capitalism) Essay

Corporate Governance (Shareholder and Stakeholder Capitalism) - Essay Example Consumers have been also found to play a crucial part for ascertaining the orientation of the organisations. For instance, consumers having an inclination to transact with or purchase from organisations that are stakeholder-oriented could in a way make a social order that is based on stakeholders to be obligatory. The growing impact of globalisation has made the access of stakeholder organisations to be increasingly lucrative compared to the degree of access by shareholder organisations in case of every individual society (Allen & et al., 2007). According to a classic review with regard to the subject of corporate governance, it was stated by Shleifer & Vishny (1997) that the notion of corporate governance was a clear-cut viewpoint of the organisations which was at times addressed to be the division existing between control as well as ownership. Corporate governance is also stated to be the way shareholders manage to get back their portion of investments from the managers. In majorit y of the countries, like the US and the UK, this particular idea is accepted to be referred to as corporate governance. ... al., 2007). However, apart from the instances of the UK and the US, the goals of the organisations are stated to have a strong reliance on the structure of the country that is taken into concern. The goal and the intention of the organisations in this respect are frequently found to move away notably from the primary outline of increasing the value of the shareholder to the utmost. As already mentioned earlier, the legal structure applicable in Germany makes the fact quite precise that organisations do not require possessing the only responsibility of following the concern of the shareholders. The Germans are believed to involve and follow the structure of co-determination where the employees as well as the shareholders in big business enterprises are entitled to an equivalent amount of positions on the organisation’s administrative board. This structure entails the mentioned pattern so as to make certain that the concerns of shareholders together with the employees are taken into consideration (Allen & et. al., 2007). In the customary policy of Company Law, it was taken into concern that organisations needed to be controlled to shore up the privileges of the shareholders’ primarily. Behaviours in support of the non-shareholder community, for instance the consumers, overall society, suppliers or the employees could be professed to be an approach of the management of the organisations to amplify its authority along with its personal esteem. The concern of the stakeholders could be comprehended to be opposite of the shareholders’ concern to attain reasonable earnings for the amount invested by them. Corporate governance with the

Case Analysis (Training Class) HR Study Example | Topics and Well Written Essays - 500 words

Analysis (Training Class) HR - Case Study Example Other objectives include developing trainees’ understanding of their behavior and its effects on the customers, developing an effective language style that yields to a positive customer’s response, and developing a good CSS – customer relationship. Knowledge, skill, & abilities (KSAs) are very important for any job applicant, whereby, knowledge determines the amount of information that one has accumulated, for instance customer service skills. On the other hand, skills involve manipulation of people or data manually, either verbally or mentally, for instance proficiency in communication. Lastly, abilities are the powers entailed in performing a certain task at a particular time to solve problems amicably (Participant guide, 2006). Based on the training objectives provide a training agenda, indicating the time allocated and order of modules in your program. Customer Service Training Program: this is a four-week training program. Modules : week 1-4 Time: 5.00 pm- 7 pm communication skills Week 1 Customer handling techniques; managing the customer’s expectations Week 2 Effective problem solving techniques Week 3 Developing customer relationships Week 4 For each module, describe the goals of the module and the training methods you will use to accomplish it.

Business Plan for a New Firm in the Music Industry Essay

Business Plan for a New Firm in the Music Industry - Essay Example The proliferation of technological advances in the current world market had facilitated numerous changes in the way business is done. The music industry has been revolutionized by changes in technology that ushered the internet which in turn spurred the introduction of peer to peer architecture and music file sharing. The digitization of music is also apparent in the advent of CDs, VCDs, MP3s, and the most recent advancement which is called streaming technologies. It is irrefutable that a new music industry has evolved, a sector, which began to take advantage of the benefits offered by these revolutions [1]. The utilization of new business models and strategies are essential in order for a business entity to efficiently compete in the current market environment. The new trend in the music industry posted radical changes in the overall industry value chain. It has streamlined the value chain by effectively lessening or fully eradicating some of the previously important players [2]. The most significant of these is the obvious displacement of traditional marketing channels by more technologically advanced ones. Brick and mortar distribution channels are now being complemented or fully replaced by online distribution systems [3]. These new trend necessitate the conceptualization and implementation of innovative business strategies to become profitable, capture a sizeable market share, maximize shareholder value, and compete head-on with other industry leaders. This paper will serve as a platform of a business, which will take advantage the advancement of technology in order to effectively compete in the new music industry. The creation of the company will show the responsiveness of a business entity to the new trend and changes in its environment. The Company The new changes in the music industry will give rise to the conceptualization of a company which will be known as eMusic Company. Business Operation The firm will be involved in the promotion and distribution of music of various artists of music labels and independent ones. Utilizing the present technologies available, eMusic will be employing an online distribution system of music in physical and digital format by establishing and building its own website where consumers can access their products and services. The website will offer a user-friendly interface where music lovers can find the songs that they want with the most convenience and speed possible. Realizing the new trend within the music industry, specifically the streamlining of the value chain, the company will try to bring artists with music fans directly. This will be done by adding a system where artists can directly upload their tracks and albums online to be viewed and heard by anyone online. Market Scope The evolution of a global market through the rapid spread and utilization of the internet technology will allow the company to service anyone in the world. The market scope therefore is a broad and as diverse as the total number of music lovers who have access to the world wide web. This eliminates the ageing population, as they are not usually familiar with the new technology. The most particular market segment to be serviced therefore, is mostly the young and middle-aged population. I. Competitive Environment (current) Figure 1 shows the recording industry's distribution chain. Since eMusic will be involved not only in the distribution but also promotion of music by various artists, it will be competing both with music producers (labels) and distributors. Production Production of music is currently undertaken by record labels which can be neatly classified in four major categories-major labels, independent labels, microlabels, and vanity labels [4]. 1. Major Labels Major labels are comprised of recording companies with over 100 artists. The labels' large number of artists implies a broad array of musical styles. Having huge financial muscle, these usually have national or international distribution

Green Practices and Their Benefits on the Environment Essay Example for Free

Green Practices and Their Benefits on the Environment Essay Every country is endowed with rich natural resources which can greatly affect the countrys competence within the international economic arena. Each country is highly dependent upon the natural resources that it owns. These natural resources are being utilized to aid the countrys needs in order to strengthen their economy. Thus in order to make full use of natural resources, one must be keen in protecting the environment. The environment shelters all the resources that people need in order to sustain life. Thus damaging the environment can create strong adverse effect on the humans needs and well-being. However, the seemingly rapid development within the field of industry and technology diverted the societys awareness on the importance of environment protection. The discovery of new technological innovations attracted people towards adapting new ways and processes unmindful of the possible threats that these new inventions may bring to the environment. And over time, scientific discoveries have caused the deterioration and depletion of important natural resources. Alongside these innovations and the discovery of the harmful effects that these developments have inflicted on the environment, comes the need for increased awareness and concern in protecting the environment. If people will not learn how to control their utilization of the environment and the proper way of extracting uses from it, the natures gift endowed for the humans to make use of shall soon become scarce and will eventually die out completely. From this truth and realizations, certain organizations have emerged to save the environment from further abuse. Environmentalist groups have surfaced in order to prevent the environment from continuous depletion. These environmentalists were formed under the bond of concern for the environment, primarily towards ensuring the â€Å"preservation, restoration, or the improvement of the natural environment† (Rozeff, 2007). These groups of people hold advocacies in order to create a strong stand in promoting their cause and ideals. In addition to this, â€Å"green† companies have also been set up in order to fight for this cause. These companies are those who have responded to the need of protecting the environment, and those who have believed that doing such shall become favorable to them in the future. And as such, these environmentalist organizations and green companies have devised of ways to protect the environment while still reaping the benefits from rich natural resources. In this light, site management programs are being done in order to provide protection to land, water and air resources. These programs are geared towards effectively monitoring the status of natural environment with respect to its utilization, acts ensuring replenishment and maintenance and improvement of such resources (â€Å"Green Remediation,† 2008). Ecological and Soil Preservation The importance of preserving land formations translates into the preservation of the ecology in general. Land resources serve as the widest form of habitats for most of living organisms within the ecosystem. Thus, ensuring that the natural habitats are being well taken cared of will help maintain biodiversity which will benefit humans and other forms of living organisms. One way of ecological and soil preservation is through the use of grassfarming. Grassfarming, when done in a proper way will result to a net benefit in the environment. Animals raised through this process shall help in lessening the use of fossil fuels. Furthermore, development of pasture of this kind helps to reduce the occurrences of soil erosion. With the United States losing a significant mass of soil every year, diversion from the conventional ways of cropping and instead resorting towards row cropping will eventually lessen the rate of soil loss by up to 93 percent (â€Å"Grassfarming Benefits the Environment,† 2008). In addition to this, grazed pasture will also help in removing carbon dioxide in the atmosphere. Furthermore, grassfarming helps in reducing greenhouse gases thus eventually slowing down the rate of global warming (â€Å"Grassfarming Benefits the Environment,† 2008). Another way of preventing soil erosion is through tree trimming, tree planting and landscaping. While these processes keep soil erosion at a lesser rate and percentage, these also serve the purpose of beautifying the surrounding. While these work to create a more beautiful environment, these also increase the reliability of environment by strengthening and further enrichment of the resources available to humans (â€Å"Tree Trimming and Landscaping: Balancing Beauty and Reliability,† 2008). In general, the protection of ecology and soil preservation will eventually lead to the following: increase in wildlife habitat, reduce wind, water and soil erosion, decrease in carbon emission, protection of water resources and the establishment and development of â€Å"greenspaces† corridors (â€Å"Green Remediation,† 2008). The most important amongst these positive effects in the environment is that while the environment beautifies and becomes more useful for the people, the people will have a greater sense of property values. And as such, the community will have a better perception of the advantages that a â€Å"green† environment will serve for them. Water Preservation and Conservation Preservation of aqua life is also equally as important in maintaining a healthy environment. Developments in the society have pushed people towards over consumption of water resources. In addition, the commercialization rampant in every country has turned every water resource into either an industrial or commercial site. Thus, actions are needed towards recovering and conserving what is left of the planets water resources. In United States, the campaign in passing a National Healthy Oceans Act is being pushed. It is believed that upon the approval of the act, a cohesive national policy will be pushed to revitalize and revive the oceans. If this materializes, the protection of what is left in the countrys marine life shall be restored and protected (â€Å"Ocean Solutions,† n. d). In addition to this act, the development of underwater parks is also being suggested. The establishment of protected marine areas shall help preserve the rich marine life by allowing marine species to reproduce, thus providing a more balanced and diverse marine ecosystem (â€Å"Ocean Solutions,† n. d). In line with this, certain policies are also pushed which shall ensure that destructive fishing shall be stopped and violators will be properly reprimanded. It is necessary to know that use of destructive fishing will deliberately decrease marine diversity. Such policies will also promote for the prevention of occurrences of water pollution. Water pollution further hastens the development of water damage to natural systems. Thus, the government has provided ways to ensure that sewage systems are being monitored in order to prevent leakages that can further contribute to marine death. In addition to these, several conservation designs have been suggested in order to strengthen the campaign of water resources protection. These conservation designs include the formation of clusters and landscapes which shall enable the prevention of excessive water runoffs. Examples of these landscapes include trenches, basins, rain gardens and vegetated treatment systems among the others (â€Å"Green Remediation,† 2008). Moreover, military sonars are being put under restrictions. Military activities over time were proven to have induced harmful effects upon water resources, and as such, activities of this kind must be minimized. If these steps shall be taken, people can help curb the probable adverse effects of global warming. At the rate that global warming is currently occurring in the planet, the planet’s aquamarine resources are predicted to suffer from grave effects it may bring. Thus, being keen in preventing the further intoxication of the marine resources through excessive emission of carbon dioxide in bodies of water, people can help in sustaining and protecting the growth of diverse biofuels (â€Å"Ocean Solutions,† n. d). Air Quality Protection Every individual needs clean air in order to attain a healthy life. Maintaining the natural ecology by giving priority in the protection of trees also helps in cleaning the planet’s air resources. However, there are direct plans which can be done in order to strengthen the society’s position in keeping the atmosphere free from toxic gases. Green remediation activities that come in forms of certain policies can enormously aid in building standards necessary for protecting the atmosphere. Provisions made under Clean Air Act, Energy Policy Act and Energy Independence and Security Act are few of the policy programs which if followed can assist in maintaining clean air within the country (â€Å"Green Remediation,† 2008). Through these acts, it will be made clear that equipments needed in the manufacturing industry will be checked to make sure that companies comply in the reduced emission of harmful gases. These efforts will ensure that heavy equipments and vehicles are functioning properly in such a way that air protection opportunities are being guaranteed to work. Waste Management Given the three important aspects of environment which greatly need attention and protection, a proper and efficient waste management system also contributes to the prevention of environmental degradation. Aside from direct plans involving the environmental maintenance and revival, there are also activities which are seeking to prevent further degradation of the surroundings. In this light, an activity such as â€Å"Reduce, Reuse and Recycle† program is being initiated which is expected to increase the environment’s sustenance against pollution. In the event that this will be strictly observed, this will be of great help in pursuing waste reduction by recycling materials that can still used (â€Å"Reduce, Reuse and Recycle,† 2008). Thus, such activity will help save environment and at the same time, it will also help alleviate poverty by making use of trash materials as a source of livelihood. In general, a feasible waste management practice must take into consideration the opportunity of giving a worthy cause for livelihood while eliminating the threats to the environment. Ideally, an effective waste management system is geared towards (1) conserving landfill space; (2) reducing the environmental impacts coming from wastes while reducing the cost of producing new materials from old and used materials; and (3) reducing the overall project expenses by avoiding new and more expensive purchases and unnecessary disposal costs (â€Å"Green Remediation,† 2008). A Sustainable Development A greater understanding of the environment’s delicateness and vulnerability will lead the people towards the developing a greater sense of concern with how one makes positive use of the rich natural resources provided by the environment. However, even if the people will make use of environmental resources with outmost caution, there are resources that are cannot be renewed and replenished, or resources that take too long before they can be replenished. This then brings into light the importance of how to use our resources in a sustainable way. Though resources may be renewed and replenished, it is still necessary to know how to use them properly while allotting time for these resources to be replenished according to the pace that suits them. Trees and forest reserves are examples of renewable resources. While trees and forest can always be replenished, humans who make use of it should be careful in consuming the richness and wealth that these resources provide us. As such, people must be keen on knowing when it is time to start making actions towards ensuring that such resources will be given an ample time to replenish that resources that have already been utilized by humans. Consequently, nonrenewable resources are also present in the environment. These include the nature’s fossil reserves. Fossil fuels though are still currently rampant within the environment are nonrenewable resources, which if used inappropriately will soon become scarce. Thus, it is the obligation of human beings to know how to carefully and prudently use these resources in such a way that future generations will still have enough to make use of for their own development. In this light, renewable energy resources must be integrated properly to ensure future abundance and proliferation. And on the other hand, alternatives must be provided as replacements to nonrenewable resources. The utilization of solar and wind alternatives can be useful instead of continuously relying to nonrenewable fossil reserves as energy sources (â€Å"Green Remediation,† 2008). Thus, if these are given proper attention, while prolonging the life of the nature’s nonrenewable resources and protecting the environment, this can also help the economy in reducing country costs and liabilities. Ideally, an effective system in managing renewable and nonrenewable energy sources may result in the: (1) decrease in fossil fuel prices while ensuring long-term benefits and cost savings; (2) lowering the demand and reliability on traditional energy resources; (3) reducing the emissions from fossil fuel consumption; and (4) widening the opportunities for new market and job creation (â€Å"Green Remediation,† 2008). Environment Protection: Translation Towards Human and Economic Development As previously mentioned, the planet’s rich natural resources serve as the people’s basic source of livelihood. Without these resources, people will be left with nothing to feed on, no shelter and no means to survive. Thus, it is widely believed that poverty and environment are two interrelated concepts that humans must be able to grasp in order to attain the fullest potential that humans can attain. A report following the researches conducted by the United Nations Development Programme (UNDP) concluded that to be able to battle poverty, people must turn towards environmental protection. The relationship between the two is linked in a â€Å"downward spiral† wherein the poorest among the nation are those who have extracted their environmental resources towards the limits without being keen on replenishing them. Thus, environmental degradation has further impoverished people due to lack of education and knowledge to keep the resources alive (â€Å"UNDP-EC Poverty and Environment Initiative,† 2004). Thus, the goal set up by the UNDP Environment Initiative is to provide practitioners and policy makers in identifying solutions towards equipping the people with proper knowledge on how to take care of natural resources while allowing them the privilege of making use of the environment’s richness. Given the immense importance of environmental resources to the lives of every people living in the planet, it is of great necessity that people must learn how to utilize these resources in such a way that the environment retains its healthy form and condition. The processes, policies and projects stated beforehand are bright solutions towards maintaining a sustainable development. The environment is one of the best gifts bestowed upon human beings. Observing â€Å"green† practices and making sure that environmental protection is put at first priority on top of human selfishness and recklessness will benefit not only the environment itself, but more specially human beings who are largely dependent on the gifts that environment provides. References Grassfarming Benefits the Environment. (2008). Eatwild. Retrieved July 29, 2008, from http://www. eatwild. com/environment. html Green Remediation: Incorporating Sustainable Environmental Practices Into Remediation of Contaminated Sites. (2008). United States Environmental Protection Agency. Ocean Solutions. (n. d) NRDC. Retrieved July 29, 2008, from http://oceans. nrdc. org/solutions Reduce, Reuse and Recycle. (2008) The Green Flag Program. Retrieved July 29, 2008, from http://www. greenflagschools. org/mshs/project_areas/ Rozeff, M. S. (2007) What is Environmentalism? LewRockwell. com. Retrieved July 29, 2008, from http://www. lewrockwell. com/rozeff/rozeff151. html Tree Trimming and Landscaping: Balancing Beauty and Reliability. (2008) Knoxville Utilities Board. Retrieved July 29, 2008, from http://www. kub. org/wps/portal/! ut/p/c1/04_SB8K8xLLM9MSSzPy8xBz9CP0os3gPC1OnYE8TIwMDlwAnAyMfl1BLU1c3D1cPA_1wkA68KvDKG-GXDzQzhMgb4ACOBvp-Hvm5qfoF2dlBHuWOigCUwDZj/dl2/d1/L3dJMjJZZyEhL0lCakFBQVFnQUlUQ0FBaUNJQUNBb2dBSUJ1d0FDR0EhL1lCcDNwSnchLzZfSDg1QlNJNDIwMERQQjAyTERVOTVFRkhFNjA! / UNDP-EC Poverty and Environment Initiative. (2004) United Nations Development Programme. Retrieved July 30, 2008, from http://www. undp. org/seed/pei/

Meaning of Life and Happiness Essay Example for Free

Meaning of Life and Happiness Essay I do not think that there is a single person in the world who can say that knows what happiness actually is and, more importantly, that knows how to achieve it. We sometimes get the glimpse of pure happiness but those moments are so rare and so intense that we only recognise them too late. Each of us understands this feeling in a different way†¦I, for instance, see it as the one that can make you feel that there is no worry in life and nothing and nobody can hurt you anymore. For me, it is when you feel like you can do anything and forget about the past, the future, just enjoying the mere present. In my case, it is one of two feelings that can make you cry with all your heart†¦because it is too much for you to express in plain words or pointless gestures. â€Å"Tears are words that the heart can’t express† a wise man once said and could have never said it better, as happiness is that joy which is so strong that sometimes even hurts. However, I never remember the recipe for happiness and even if I did I do not think it would work again because one of its components is also hazard. Still, this does nt make me stop searching for it and devote it everything I do, I am and I achieve. Likewise, each person I’ve ever met, consciously or not, did the same†¦we want to get something, to become someone. Why? Not because that would make us feel miserable, but fulfilled and maybe a little bit more: happy. Hence, I strongly believe that happiness is the main purpose of our lives, the whole aim of our ephemeral existence. We are born happy and we want to die the same; this is the true ideal that we all crave for reaching. Money, wealth, knowledge mean nothing, without someone who cares about what you have achieved. Human beings, whether they like admitting it or not, need other human beings to share their secrets with, to share their joy or sorrow; as genuine joy can only become happiness if there is another person by your side. In other words, happiness is, in my opinion, the actual meaning of life; and life seems so complicated especially because we seldom get to its core, we almost never get to know what happiness feels like†¦and afterwards all that remains is an unclear memory of the moment and a wish of feeling it again.

Neglected Side Of Leadership Phenomenon The Followers Management Essay

Neglected Side Of Leadership Phenomenon The Followers Management Essay Much has been said about leadership. From the organizational leaders, supervisory leaders, team leaders, political leaders, religious leaders and the name can be given to any role. The most neglected aspect is the one which is named follower and the one who makes the leader worthwhile. In the most concrete and obvious term leader and follower are the two sides of a single hand. Followership, on the other hand, is rarely brought up when leadership is being discussed, in spite of its obvious importance in the grand leadership plan (Kelley, 1988). Leadership is not one-dimensional; leadership is system thinking in multiple dimensions. In terms of systems thinking, the inclusion of organizational performers (followers) in the leadership process complements the notion that leaders are only responsible for about 20% of the work that is completed in an organization (Kelley, 1992). This paper is about exploring the importance of followers in the leadership phenomenon. Leadership: Leadership is the combination of tangible skills and personality to motivate people to accomplish goals. The focus of leadership is to direct organizational performers to accomplish organizational goals in an effective and timely manner. The characteristics of leadership include goals and values. As stated by Burns (1978), leadership is . . . inducing followers to act for certain goals that represent the values and the motivations the wants and needs, the aspirations and expectations- of both leader and followers (p. 19). Followership: Organizations exist in every form of society and are prevalent in the basic day-to-day operations of life (Kelley, 1992) and definitions of organizations vary in many ways. Barnard (1938) defined an organization as [a] system of consciously coordinated activities or forces of two or more persons (p. 81). The combination of two or more persons working together implies the leader-follower scheme exists and, as with leadership styles, followers exhibit styles of followership. The leader-member exchange model: The leader-member exchange (LMX) model has been offered by Graen and his colleagues (e.g., Graen Wakabayashi, 1994) as an alternative approach to the study of leadership. In contrast to traditional models that imply that a leader exhibits a similar leadership style toward all members of a work group, the LMX model suggests that leaders may develop different types of relations with different members of the same work group. In this respect, the model depicts leader-follower relations (exchanges) as existing on a continuum ranging from high to low quality. The leader member exchange model proposed four grounds on which leader and follower interacts these are Attitudinal Similarity. Similarity is one of the most central theoretical and empirical constructs in cognitive psychology (Medin, Goldstone, Gentner, 1993). Within the field of management, the similarity-attraction effect provides the conceptual foundation for much research on organizational demography (Tsui, Egan, OReilly, 1992). The LMX model suggests that attitudinal similarity is an important influence on leader and follower interactions, being a prime determinant of successful ongoing relationship. Introversion and Extraversion: Years of research have convinced many investigators that the twin constructs of introversion and extraversion are a central dimension of personality (McCrae John, 1992). Introversion/extraversion is a broad dimension that deals with the interpersonal activity so important in leader-follower relations. To the extent that the LMX model suggests that followers are able to influence the quality of their interactions with leaders, it is possible that extraverted followers, seeking interpersonal relations, would attempt a high level of inter-action with leaders not only to gain the satisfaction of interacting, but also to enhance the possibility of being assigned stimulating tasks. Such behavior corresponds closely with that underlying high-quality leader-follower exchange. Locus of Control: Research has repeatedly shown locus of control to be an important construct for explaining workplace behavior (Spector, 1982). Individuals with an internal locus of control generally feel that they can control events in their lives and perceive personal initiative to be largely instrumental in attaining success. In contrast, individuals who generally feel that outside or environmental forces determine what happens in their lives, who are said to have an external locus of control, ascribe little or no value to initiative because they view success as to some extent unrelated to effort. Of interest here is the tendency of those with an internal locus of control (henceforth, internals) regarding situational control (Strickland, 1989). That is, because internals believe they can control a work setting through their own initiative and independence of action, they should attempt to achieve more control than do externals if they believe the control will lead to desired outcomes. Thus, as Spe ctor (1982) predicted and Blau (1993) reported internals will probably attempt to control performance outcomes via initiative based rather than compliant behaviors. Initiative-based behaviors could include attempting negotiations relating to operating procedures and policies, work assignments, working conditions, and work schedules. In the leader member exchange model, such leader-follower negotiation is characteristic of high-quality exchanges. Growth Need Strength Growth need strength is a personal attribute that concerns a persons desire to grow and develop as an individual. As an explanatory construct, growth need strength is a central concept in understanding the influence of job characteristics (Kulik Oldham, 1988). Graen and Scandura (1987) contended that having some work group members with job-growth potential (ability) and the motivation to accept challenges beyond their job descriptions contributes to the success of leader-follower exchanges. These four dimensions of personality through leader member exchange model depict the importance of relationship between leader and follower. Through empirical findings it was clear that whenever leader and follower have a balance in their personality outcomes are more significant. Kellys style of follower ship: Leader and follower are the two sides of same domain which is how to get best out of circumstances. The relationship between follower and leader exists and cannot be denied. As leader exhibits styles so the follower also exhibits style. Kelley (1992) defined followership styles as exemplary . . . alienated . . . conformist . . . pragmatist . . . and passive (p. 97). These styles constitute the basis of the Kelley followership model and relate the followership styles to individual personality attributes in terms of thinking and acting in organizations. Individual thinking attributes are (a) independent critical, (b) dependent critical, (c) active, or (d) passive. These thinking attributes, like the styles of followership and leadership, give dimension to the philosophical notion of followership. Alienated followers are mavericks who have a healthy skepticism of the organization. They are capable, but cynical. Conformist followers are the yes people of the organizations. They are very active at doing the organizations work and will actively follow orders. Passive followers rely on leaders to do the thinking for them. They also require constant direction. Exemplary followers are independent, innovative, and willing to question leadership. This type of follower is critical to organizational success. The Leadership-Exemplary Followership Exchange Model: Exemplary Followership: The style of followership coined by Kelly provides the philosophical basis for followership research. The exemplary followers are the one who makes leaders effective. Banutu-Gomez (2004) stated that To succeed, leaders must teach their followers not only how to lead: leadership, but more importantly, how to be a good follower: followership (p. 143). Schaubroeck and Lam (2002) stated, Regardless of work unit individualism/collectivism, supervisors were more likely to form trusting, high-commitment [relationships] with subordinates who were similar to them in personality (p. 1132). This statement supports Johnsons (2003) conclusion that . . . followership modality variation . . . revealed that followers generally reflect modality that corresponds with the leaders style and behavior (p. 110). Johnsons conclusion and Banutu-Gomezs contention that leaders must teach their followers to be good followers, displays a connection to Kelleys (1992) notion that exemplary followership can be taught. To develop exemplary followership, leaders must educate organizational performers to become exemplary followers by demonstrating the exemplary followership attribu tes as developed by Kelley. The following 15 attributes define exemplary followership. Exemplary followers, according to Kelley (1992), 1. Think for themselves 2. Go above and beyond the job 3. Support the team and the leader 4. Focus on the goal 5. Do an exceptional job on critical path activities related to the goal 6. Take initiative on increasing their value to the organization 7. Realize they add value by being who they are, their experiences and ideals 8. Structure their daily work and day-to-day activities 9. See clearly how their job relates to the enterprise 10. Put themselves on the critical path toward accomplishment 11. Make sure the tasks they are to perform are on the critical path 12. Review their progress daily or weekly 13. Increase their scope of critical path activities 14. Develop additional expertise 15. Champion new ideas. (pp. 126-166) Relationships and Culture Building relationships while identifying with the leader of an organization and their vision is essential to good followership. Jehn and Bezrukova (2003) contended that followership is a people oriented behavior, and this behavior builds relationships between leaders and other followers, providing an environment that promotes all organizational members to focus on a common goal. Jehn and Bezrukova suggested that good followers may be a catalyst for change in an organization as followership Inspires others to follow toward a common goal; creates enthusiasm and desire to excel; fully engages others; builds confidence; moves the organization ahead as one entity rather than separate parts (p. 728). As relationships are important between leaders and followers, the quality of these relationships are equally important factors in developing an organizational culture of followers who maintain the characteristics that promote good followership. Werlin (2002) contended that good followership relationships must build on motivation rather than control, and that instilling values into followers is essential to developing a culture of trust and good relationships. The balance of power between leader and follower; however, must be maintained in order to provide a culture of openness that promotes self-engagement. A good relationship between followership to leadership requires that both leader and follower share elements of each (Schruijer Vansina, 2002). Schruijer and Vansina contended that the characteristics of leaders and followers define the relationship that becomes followership and leadership. Wong (2003) contended that organizational cultures must involve and value all members of the organization, and that the characteristics of all members define the roles of leaders and followers. The identification and sharing of roles lead to LEFX. Transformational Leadership and Followership Bass (1990) suggested the implementation of transformational leadership could change followers into leaders. Humphreys and Einstein (2004) contended that transformational leadership could motivate followers to be self-directing and increase follower performance. Changing followers to become self-motivated, self-directive and a leader from within is consistent with Kelleys (1992) exemplary followership style. These examples from the literature fall short of explaining the perceptions these followers have of the change from the follower perspective, as the perspective is consistently from the leaders point of view. Dvir, Eden, Avolio, and Shamir, (2002) longitudinal field study attempted to examine follower development as opposed to leader development in terms of followership, but the result of Dvir et al.s study contended that transformational leadership improves a followers ability to think for themselves, thus continuing the theme that leadership makes the follower. However, exchang es of roles between leader and follower aid in the development of motivation and trust to form the LFX. Leader Follower Roles Townsend (2002) contended that the roles of leaders and followers change from that of follower to leader and back again, depending on the situation and demands of the organization. At times, followers can determine their faith in this role reversion, but other times, leadership must inspire the followers to be followers and eventually leaders (Jehn Bezrukova, 2003). Jabnoun, Juma, and Rasasi (2005) found that charismatic leaders are able to instill a sense of purpose and vision in followers who will inspire the followers to identify with the leader. Identification with the leaders vision is essential to motivating and inspiring followers to lead. Active Engagement Solovy (2005) stated, Exemplary followers work beyond the expected to produce exemplary results (p. 32). This statement provides an element of active engagement of exemplary followership, and a review of the literature (Dvir Shamir, 2003; Johnson, 2003; Petrausch, 2002; Solovy, 2005) pertaining to followership and active engagement has yielded a connection between active engagement and followership. In a longitudinal study, Dvir and Shamir found that collectivistic orientation, critical-independent approach, [to follower development] active engagement in the task, and self-efficacy, positively predicted transformational leadership among indirect followers (p. 327) Theories by Kelley (1992), Barnard (1938), and Chaleff (2003) implied that good followers actively engage and think for themselves. This supports the relationship between active engagement and followership in a way that complements the theories. The systems that support follower active engagement remain diverse in the developmental process, leader influence; individual performer character, learning, and the follower understanding of their role in an organization are key factors in developing a good followership mentality that supports active engagement. To implement change in an organization, the exemplary follower must understand transformational change and the role the follower has in transformation. Both leadership philosophies of Kelley (1992) and Barnard (1938) emphasize teams as well as informal and formal organizations. Barnards philosophy contends that an organization . . . is a system composed of the activities of human beings (p. 77). This is in essence a team, and as stated by Barnards observation that cooperation is essential for an organization to function, suggests the notion of teamwork. This realization of cooperative systems is a germinal element of teaming and an integral part of followership. In comparison, Kelley (1992) embraced teaming as a component of followership. Followership promotes self-reliance among team members, and this self-reliance provides leaders with less need to lead and thus, develops followership (Kelley). A model for Leadership-Followership Exchanges As long as there have been leaders, there have been followers, and leaders cannot accomplish what they do without followers (Kelley, 1992). Newell (2002) suggested that a growing trend in leadership is to inspire followership, and to this end, coaching and mentoring leaders to transform their followers into good followers is essential in todays business environments. Managers must participate actively in the forming of good follower relationships (Vince, 2002) if managers are to benefit from the Leader-Follower Exchanges that promote sharing organizational goals consistent with enterprise wide vision and values. Figure 1 the Leadership-Exemplary Followership Exchange model illustrates the cycle of leadership-Exemplary Followership Exchanges based on relationships and culture, transformational leadership and followership, leader follower roles, active engagement, and development of exemplary followership as defined by Kelley (1992). The concept developed by the LEFX model provides for a culture of organizational leadership that originates from the bottom up. Relationships developed between leaders and followers must be open to dialogue regarding the vision of the organization. Shared vision between leaders and followers will develop a culture of trust and lead to active engagement of followers. Leaders must educate follower to be exemplary followers and as such, provide followers with a sense of confidence that they have the knowledge to lead themselves as an active engaged member of the organization. This model provides a cycle of relationship between leader and follower. It presents a framework for the exemplary followers to become leaders in the future. Overcoming Adversity: The Impact of Leadership Attributes or Traits 1. Honesty or integrity 2. A high level of people skills 3. Initiative, assertiveness, drive, or determination 4. Excellent communication skills or willingness to speak up, take a Position, or take charge 5. Vision (being forward-looking) 6. Desire or passion to lead and inspire 7. Positive attitude and self-confidence; charisma 8. Knowledge of the business and/or group task at hand; competence 9. The ability to overcome adversity or obstacle 10. Being a Servant-Leader, serving people, and especially being humble 11. Having both religious faith and strong family ties 12. Framing or recognizing the worst adversity as an opportunity 13. Having a mentor or mentors in their development as leaders Haller (2008, pp.13-14) Leadership Attributes or Traits, and Transformational Leadership Research Starting back in the 1980s there was a resurgence of researchers updating the academic literature with their findings, repackaging, and comments leadership trait theory. Many of the leadership scholars focused there framing on leadership traits in the context of discussing transformational leadership. Review of Recent Research on Individual Traits or Attributes The findings, re-naming and framing of trait theory and transformational, or situational leadership research was led by scholars such as, Blanchard and Johnson (1982), Blanchard, Zigarmi, and Zigarmi (1985), Kouzes and Posner (2002), Peters and Waterman (1982), Peters and Austin (1985), and Peters (1987). Peters and his co-authors commented on trait theory by adding their concept of excellence as the objective of leadership success. Much of the leadership theory research focused on the important effects of being a transformational leader. A great number of the studies done on traits by researchers in the first half of the twentieth century used young children or high school/college students as their subjects (Bass Stogdill, 1990, pp. 59-77). Much of the research done on leadership traits after 1950 focused on business managers, major company CEOs, and recent college graduates entering management training programs in large firms (pp. 78-88). By the second half of the twentieth century, the theory that leaders were born had been rejected by several major researchers, including Bennis (1989, p. 5), Gardner (1990, p. xv), and Kotter (1990, pp. 103-107). Van Fleet and Yukl (1986) held that certain characteristics improved a leaders chance of success and that those characteristics included initiative and fortitude. Manns (1959) research on leadership documented the positive relationship between the personal traits of intelligence, adjustment, extroversion, dominance, masculinity, and sensitivity. The work by Jago (1982) asserted that there is a set of qualities or characteristics which can be attributed and measured in those who are perceived to successfully employ such characteristics (pp. 317-319). Jago concluded that leaders behavior is determined by their attributes. Their characteristics, knowledge, and skills, which he called qualities, influenced their behavior. Jago focused specifically on how these qualities of a leader interact with the leaders perception of group attributes, the particular task at hand, and the general context of the situation (pp. 315-336). Kouzes and Posners (2002) extensive research identified respected and admired characteristics in leaders necessary to make or build a leader. Kouzes and Posner identified nineteen qualities or characteristics as being the most admired in leaders; which they claimed were consistent over time and across six continents (pp. 24-25). Their list started with honest, which was selected by 88% of the respondents (pp. 24-28). Their other top three traits were: (a) forward-looking, (b) competent, and (c) inspiring, having been selected by between 58% and 73%. A fifth quality, intelligent, received a 47% response rating from the survey participants (pp. 25-26). Kouzes and Posner administered their survey over a period of twenty years to over 75,000 participants, including ten thousand mangers and business executives and a limited number of government managers (p. 24).Haller (2008, pp.13-15) An integrated model of Exemplary followership is leadership: With the help of traits of exemplary follower and universally accepted leadership traits a model for followership is leadership is developed here which can support the assumption exemplary followership is leadership in certain contexts of organizations. An exemplary follower can take the role of leader in a situation where he as an exemplary follower will act as a leader. (E) See clearly how their job relates to the enterprise/ Knowledge of the business and/or group task at hand; competence (L) (E) Realize they add value by being who they are, their experiences and ideals/. A high level of people skills (L) (E) Structure their daily work and day-to-day activities/ competent (L) (E) Realize they add value by being who they are, their experiences and (E) Take initiative on increasing their value to the (E) See clearly how their job relates to the enterprise/ (E) Structure their daily work and day-to-day activities/ competent (E) Take initiative on increasing their value to the organization/. Initiative, assertiveness, drive, or determination (E) Put themselves on the critical path toward accomplishment/ Positive attitude and self-confidence; charisma (L) (E) Do an exceptional job on critical path activities related to the goal/ Desire or passion to lead and inspire (L) (E) Make sure the tasks they are to perform are on the critical path/ the ability to overcome adversity or obstacle (L) (E) Focus on the goal/ Excellent communication skills or willingness to speak up, take position, or take charge (L) E) Review their progress daily or weekly/ competent (L) (E) Support the team and the leader/ Being a Servant-Leader, serving people, and especially being humble (L) (E) Increase their scope of critical path activities/ Framing or recognizing the worst adversity as an opportunity (L) (E)Go above and beyond the job/ Vision (being forward-looking) (L) (E)Develop additional expertise/ having a mentor or mentors in their development as leaders (L) (E) Champion new ideas/) forward-looking (L) (E)Think for themselves/. Honesty or integrity (L) Leader and exemplary follower traits Leadership Exemplary follower ship is leadership (E for exemplary followership traits, L for leadership traits) Kellys followership basis: Followership, for example, sounds like the words of Jesus, who chose his disciples with the command, Follow me (NAS: Mat. 4:19, 9:9, 16:24, 19:21, Mar.1:17, 2:14, 8:34, 10:21, Luk. 5:27, 9:23, 18:22). In fact, in the four gospels, the word follow occurs 91 times. Actually, however, Kelley traces his inspiration to a moment of boredom in a hotel room (1992, p. 22) where his eyes came to rest on a bible, presumably provided by the Gideons. This caused him to reflect on religions in general-Buddhism, Hinduism, Judaism, Islam and Christianity. And he began to consider how Christs followers-not Christ himself-changed the world. This is how Kelleys thinking on followership began. Similarly, Greenleafs concept of servant leadership could conceivably have been inspired by Christ. In Mark (10:43-45), Jesus tells his disciples whoever wishes to become great among you shall be your servant; and whoever wishes to be first among you shall be slave of all. For even the Son of Man did not come to be served, but to serve, and to give His life a ransom for many. And in John (13:14-15), Jesus says, If I then, the Lord and the Teacher, washed your feet, you also ought to wash one anothers feet. For I gave you an example that you also should do as I did to you. Though Greenleaf does freely refer to various events and statements from the life of Christ, Greenleaf only once quotes one of Jesus servant statements though the mouth of Mr. Billings, a character in Teacher as Servant (1979, p. 28) This initial thinking of Kelly towards followership is supporting the notion that followership is leadership varying to different contexts of organizations. Barack Obama: An exemplary Follower Born to a Kenyan father and an American mother, Barack Obama has a multiracial heritage. He made history when he was elected as the 44th President of the United States of America, as he is the first African American to hold this post. Though, young and inexperienced as he has not spent much time in Washington, Barack Obama has worked for the last twenty years as a community organizer, a civil rights attorney, a constitutional law professor, a State Senator and then U.S. Senator. He was hired as Community organizer by Developing Communities Project, a church based community organization. The organization wanted a young black man to help them collaborate with black churches in the south side. From 1985 to 1988, Obama worked there as Director of the organization. He helped blacks fight for their rights from the city government. He worked to improve the living conditions of poor neighborhoods which faced crimes unemployment. Working in a small organization taught him organizational skills. He was always good with words and was known for making speeches which people could emotionally connect to. He worked with Saul Alinsky whose method was agitation which meant getting people angry enough about their current state of things that they are compelled to take some step and do something. During his tenure at Developing Communities Project, the staff at this organization grew from 1 to 13 and so did their budget. Then, he worked as consultant and instructor for Gamalie l Foundation, a community organizing institute. Barack Obama felt that law was a medium which could facilitate activism and community organization. So in late 1988, he entered Harvard Law School. In his second year at college, in 1990, he was elected as the president of law review. This role required him to be editor- in-chief and supervisor of law review staff of about 80 editors. As he was the first black to be elected for this position, it was a widely reported and much publicized event. It had taken Obama long sessions of discussion with conservatives to support him. While still in law school in 1989, he worked as an associate at Sidley and Austin law firms. He met his future wife Michelle, also a lawyer, here. Newton Minnow was a managing partner here. Minnow, later introduced him to many of the Chicagos top leaders. In the summer of 1990, he worked at Hopkins and Sutter and finally graduated from Harvard in 1991; after which he again moved back to Chicago where he practiced as a civil rights lawyer. His could have easily tak en up a god job after Harvard but his values and mothers teachings had taught him to do something for the society and the less privileged ones. The publicity that he garnered at Harvard, because of his election as first black president of Harvard law review, led him to an offer by University of Chicago law school to write book on racial relations. Meanwhile, Barack Obama also taught Constitutional Law at University of Chicago Law School from 1992- 2004; first as a Lecturer from 1992 to 1996 and then as Senior Lecturer from 1996 to 2004. Barack had also joined Davis, Miner, Barnhill and Galland law firm as civil rights attorney. He was an Associate in this law firm from 1993 to 1996 and then counsel from 1996 to 2004. Barack served on the board of Directors Woods Fund of Chicago, Joyce foundation form 1994 to 2002. In 1992, he became the founding member of board of director of Public Allies but resigned in 1993 and his wife joined it. All these years in Chicago, he served on board of directors of Chicago Annenberg Challenge, Chicago lawyers Committee for Civil Right under Law, the Centre for Neighborhood Technology and Lugenia Burns Hope Center. In 1992 election he had organized largest voter registration drives, Project Vote, in history of Chicago from April to October 1992. He had with him a staff of ten and around seven hundred volunteers. They had the goal of registering around 150,000 African Americans in the state who were unregistered. It was one of the most successful voter registration drives one had ever seen. Baracks work led him to run for Illinois State Senate. Eventually, he was elected in 1996 November, succeeding State Senator Alice Palmer, as Barack Obama was the only candidate left, after rest of the petitions were invalidated.. He went on to serve three terms in the Illinois State Senate, from the year 1997 to 2004. Barack lost a primary run for U.S. House of Representatives to Bobby Rush in a very close fight in the year 2000. In the year 2003, he passed legislation to expand healthcare coverage to 70,000 children making Kid care, state Childrens Health insurance program, permanent. The legislation also extended health insurance to uninsured parents, which added up to additional 84,000 parents. After he found there were 13 innocent death row inmates, Barrack saw to it that death penalty reforms were changed. Also, Illinois became the first state where videotaping an interrogation became mandatory. Even Law enforcement agreed that recording questioning would help the prosecutions chances. As the Chairman of Illinois Senates Health and Human Services Committee, Barack Obama unanimously led a legislation to be passed on racial profiling by the police, which means maintaining records of the race, age and gende r of the drivers detained. For low income families, Obama created Illinois Earned Income tax credit which offered tax relief. Barack Obama came into national limelight with an inspiring speech at July 2004 Democratic National Convention where he spoke against the Bush administrations policies on Iraq war. His speech was the highlight of the convent

School Violence Essay -- Violence Education Security Technology Essays

Over the past several years, an epidemic of school violence has overtaken our nation. From monthly shootings, to daily bomb threats around the country, violence is becoming more and more common in schools. It is typical to hear about acts of violence among our youth everyday on the news. Although more numerous in cities, this violence does not discriminate against inner city or suburban areas; it happens everywhere. When addressing this quick spread of crime, one can inquire as to its history and why it happens, myths about school violence, and how was can taper it, by the use of technology. History of School Violence The history of violence in schools has no set pattern, but statistics report back to the 1970s. In 1978, a reported 282,000 students were assaulted in high schools, and 5,200 teachers were also assaulted that year (Elliot, 1998). Between 1984 and 1994, the number of teens who were killed doubled, while the number of adult homicides decreased (Elliot, 1998). Over the years, students have felt increasingly more afraid to go to school. Along with the number of homicides increasing, lesser crimes like theft and assault have gone up as well (Elliot, 1998). An outrageous statistic from the book â€Å"Violence in American Schools,† states â€Å"nearly half (47%) of all teens believe their schools are becoming more violent, and one of every ten report a fear of being shot or hurt by classmates that carry weapons to school† (Elliot, 1998). Sadly enough, over the years, children have become afraid to go to a place, which once made them feel safe. Myth and Fact of School Violence People have many different perceptions about what school violence is, and how it is handled. There are many misconceived ideas about... ...ology. American School & University. Retrieved April 11, 2015 from www.ephost@epnet.com Garza, Katie. (2002). School Security Moves Into the Digital Age. The Journal. Retrieved April 11, 2015, from www.ephost@epnet.com. Goldberg, L. (2003). Creating Safer and More Efficient Schools with Biometric Technologies. The Journal. Retrieved April 11, 2015, from www.ephost@epnet.com. Goldberg. P A. & Conoley.J.C. (Eds.)(1997) School Violence Intervention. New York: The Guildford Press Shafii, S, M. & Shafii, S.L. (Eds.). (2001). School Violence: Assessment, Management, Prevention. Washington , DC: American Psychiatric Publishing, Inc. Szczerba, Peter. (2000). Advances in Protection. American School & University. Retrieved April 11, 2015, from www.ephost@epnet.com. Trump. K. (1998) Practical School Security. California : Corwin Press Inc.

The Role of the Proof in Math Essay example -- Mathematics Mathematica

The Role of the Proof in Math The notion of proof has long played a key role in the study of mathematics. It is in my opinion the role of proof that separates mathematics from the sciences and other fields of study. It is the existence of proofs that give mathematicians the confidence that their work is credible and thus allows them to continue to build upon prior work without the need to second guess what has previously been accomplished. Based upon this observation, it becomes natural to ask the questions pertaining to the use of proof in learning and understanding mathematics. If the concept of proof is so important to the field of mathematics, then is it possible that by writing proofs and studying proofs that an individual will be better equipped to understand the mathematics for which the proofs pertain? And if this is possible then when should a person be first exposed to proofs and at what level? In this paper I will give my views pertaining to these questions, as well as, a few more of my views pertaining to some other topics related to these questions. Before discussing the virtues of proofs as a means of learning and understanding mathematics, I feel that it is first necessary to begin with a brief discussion of the functions of proof within mathematics. Following I will give a list of the functions of proof that I have comprised from three sources (Hanna [2], Knuth [3], Tucker [6]): 1.verification, the act of arguing that a statement is true 2.explanation,providing reasons for why a statement is true, which in turn may lead to understanding 3.systematization,organizing statements and definitions into a system of axioms, lemmas, theorems, etc. 4.discovery,creating knowledge and new results .. ...ducation, V178 N1, pp. 35-45 [2]Hanna, Gila (2000), â€Å"Proof, Explanation and Exploration: An Overview,† Educational Studies in Mathematics, V44, pp. 5-23 [3]Knuth, Eric (2002), â€Å"Secondary School Mathematics Teachers Conceptions of Proof,† Journal for Research in Mathematics Education, V33, pp.379-405 [4]Lester, Frank K. (1975), â€Å"Developmental Aspects of Children’s Ability to Understand Mathematical Proof,† Journal for Research in Mathematics Education, V6 N1, pp. 14-25 [5]Selden, Annie and Selden, John (2003), â€Å"Validations of Proofs Considered as Texts: Can Undergraduates Tell Whether an Argument Proves a Theorem?,† Journal for Research in Mathematics Education, V34 N1, pp. 4-36 [6]Tucker, Thomas (1999), â€Å"On the Role of Proof in Calculus Courses,† Contemporary Issues in Mathematics Education, MSRI Publications, Cambridge University Press, Cambridge, UK

Which Factors Make Advertising Effective?

EUROPEAN BUSINESS SCHOOL LONDON REGENT’S COLLEGE FALL TERM 2012 Which factors make advertising effective? A marketing literary review based on the Hierarchy of Effects, with a focus on the role of Music in Advertising Report by Onofri S. S00603638 Word Count: 2364 Supervisor Prof. Gordon Bowen Advertising and Media in the Marketing Environment (MKT5A5) 1 Summary Abstract †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ Introduction †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 1 2 A Basic Condition †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 2 The HoE model: t hree responses to be aroused †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. ) Cognitive Response †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 2) Affective Response †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 3) Conative Response †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. The role of Music in Advertising 1) Cognitive Purpose 2) Affective Purpose 3) Conative Purpose RECOMMENDATIONS †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 2 5 6 7 9 9 9 9 10 †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚ ¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. CONCLUSIONS †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 10 Appendices †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 11 †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 13 List of References 2 ABSTRACT â€Å"What makes advertising effective? : this Report aims to answer this essential issue beca use it is the key for achieving –or not- the goals pursued by every company that invests in advertising. The general question has been divided in three areas, depending on the type of consumer’s response that advertising aims to arouse: cognitive, affective or conative, according to the famous Hierarchy of Effects model proposed by Lavidge and Steiner in 1961. In addition, the report focuses on the role of Music in advertising, with the purpose to highlight how its use can help to achieve efficacy in advertising.Five recommendations are identified through the report. Advertisers should first choose the media mix able to reach as many consumers as possible from the target audience (Ogilvy, 1985). Using appealing creativity (Dahlen et Al, 2010) and increasing the frequency of the message (Pickton and Broderick, 2005) is required to pass successfully through all the selective phases of consumers’ influence process, in order to make them memorize the contents of adv ertising. Music can be very helpful both for gaining consumers’ attention and giving a mnemonic quality to the message (Sutherland, 2008).An effective way to build an emotional link with consumers is referring to common culture (Godin, 1999). Jingles are able to involve consumers, at the point that they can become part of consumers’ cultural background of people (Sutherland, 2008). It is necessary to understand how the purchasing decision is taken by consumers in order to affect their behaviour; the FCB matrix by Vaughn (1986) identifies four types of purchasing process and suggests the quantity and quality of information to provide for each of them in order to have an impact on the decision making process.Since music sets up an entertaining mood, its use appears to be appropriate for the feel products and not for the think products (Arens et Al, 2011). As most of these factors refers to the ability of understanding consumers’ minds, the report has confirmed tha t psychology represents a basic support for marketing functions as the making of effective advertising (Foxall et Al, 1998). 3 INTRODUCTION This paper aims to identify the factors which make advertising effective.The research starts stating a basic condition then, since â€Å"efficacy is the ability to bring about the intended result† (Oxford dictionary, 2007), the report analyses which are the marketing objectives pursued by advertising. The Hierarchy of Effects Model proposed by Lavidge and Steiner (1961) is considered pivotal in the communication process. Accordingly, the report uses a tripartite approach in order to better isolate and identify the factors that make advertising successful whether the response sought from consumers is cognitive, affective or conative.The report then operates a specific analysis on the role of Music in advertising, showing how music can be a very useful tool to reach efficacy (Sutherland, 2008) for all the three pursued responses shown previ ously. Recommendations and Conclusions about the topic complete the analysis. Practical examples chosen among the most famous companies provide evidence to the theoretical analysis; further examples can be found in the appendices. This research has been performed through the method of the literary review: books, papers and articles of famous Marketers and Psychologists are used as sources.A Basic Condition Advertising is undoubtedly a central part of promotion, but compared to the 4 Ps of marketing mix theorized by McCartney (1960), it represents only an aspect of the marketing effort made by the company (Pickton and Broderick, 2005). To reach and maximize the efficacy of advertising, firms should develop a deep know-how of their market, becoming what Llambin (2008) calls market-driven companies. This is achievable only by large investments in market research, in order to know as much as possible about consumers and competitors.As Cowles and Kiecker stated (1998), â€Å"market rese arch is important not only to identify the most profitable target segments, but also to develop a message content that is appealing to them, and to identify the most effective and efficient marketing communications mix elements and media†. Companies have to focus all their functions to the market: only Market-driven companies will be really able to set the most effective advertising (Llambin, 2008). The HoE model: three responses to be aroused As advertising is a non-personal form of communication (Fill,2009), marketing can be supported by the studies on the communication process.Among them, the hierarchy of effects model proposed by Lavidge and Steiner (1961) states sthat when the ad message reaches the consumer, following the steps of the SMRC communication model (Berlo, 1960), the receiver responds by progressively undertaking three phases: the cognitive phase as first, then the affective and finally the conative. 4 Specifically, consumers will pass through these sequential stages: Awareness, Knowledge, Liking, Preference, Conviction, Purchase. [Figure A] Figure A : Sequential stages of Lavidge and Steiner model (1961) Source: http://www. earnmarketing. net/Hierarchy%20Of%20Effects. jpg Using this tripartite approach, the marketing objectives become more definite and therefore it is possible to identify more precisely the key factors for achieving efficacy. Firms should then set up a specific advertising campaign targeted for each of the three macro-responses they want to arouse in the audience (Lavidge and Steiner, 1961). As a confirmation, even the DAGMAR model (Defining Advertising Goals for Measured Advertising Results) proposed by R. H.Colley in 1961 suggests that any stage should provide the objective for Marketing Communication independent of the rest (Pickton and Broderick, 2005). The following three Mc Donald’s adverts clearly show this differentiated approach. In the first one [Figure B], nothing but the apposition of the two logos (t he wi-fi one made by chips) is used: since this ad wants to make the audience learn the service provided, it refers to the cognitive phase. ) Figure B. Source: http://4. bp. blogspot. com/_I9lJuLPsXSs/S0phHAFT6fI/AAAAAAAAJ9s/TR7j4eEnYWQ/s400/Cool+and+ Beautiful+McDonald%E2%80%99s+Advertising+10. jpg 5In the second one [Figure C], the baby approaching the hamburger evokes feelings of affection for the food offered by the company; an home atmosphere is aroused. Emotional persuasion is the first aim for the affective phase. Figure C. Source: http://www. breastfeedingsymbol. org/wordpress/wpcontent/uploads/2007/08/mcdonalds. jpg In the third one [Figure D], the invitation to take an action is extremely clear: consumers should have breakfast at Mc Donald’s on Mondays, convinced by the free coffee. This ad aims to induce a change in the consumers’ behaviour: it refers to the conative phase. Figure D. Source: http://www. cdonaldsstl. com/images/FreeCoffeeMondays-graphic. jpg The main limit of HoE is its rigidity: consumers do not always undertake these steps sequentially, because of their irrationality; however, the existence of these three kinds of responses is widely accepted also among the critics (Barry and Howard, 1990). Accordingly, it is possible to reformulate the central question in a more detailed way: which elements are necessary in advertising, in order to improve the company’s performance in brand awareness (1), in the affective relationship with the consumers (2), and in the sales (3)? 6 1 – Cognitive responseThe goal of these campaigns is to ensure that customers are properly aware of the brand; making clear the brand positioning is the main aim (Egan, 2007). Reach is the first key factor. Pelsmacker (2007) defines it as â€Å"the number or percentage of people who are expected to be exposed to the advertiser’s message during a specified period† . Reach plays the either/or role in the SMRC process: if the compa ny does not reach the consumers, no response can be aroused. Therefore, the choice of the most appropriate media mix to reach the target segments becomes crucial for the success of the advertising campaign (Ogilvy, 1985).According to the selective influence process theories, people play a very active role as receivers in the communication process (Karlz and Lazarsfeld, 1955). There are unconscious and social intervening variables which affect the final internalization of the message. Since only the memorized information is able to affect the consumers’ behaviours the ability to pass through the selective phases of the consumer influence process is the second key factor (Karlz and Lazarsfeld, 1955). To win the receiver’s attention, it is required to overtake what Wundt (1896) alls the absolute threshold, that is the minimum psychic intensity an individual needs for reacting to a stimulus. For this reason, the effort to provide appealing creativity to the advert gains gr eat importance (Dahlen et Al, 2010); moreover, since the traditional media are today overcrowded (Levinson, 2007), creativity can make adverts emerge to the consumers’ eyes. A clear example can be represented by the winner of the â€Å"Best Use of Blu Tac in a Shop Window Postcard Space† category in the Chip Shop Awards 2012. Clearasil posted a completely and intensely white postcard: impossible not to see.Figure E. Source: http://www. chipshopawards. com/ Clearasil is a brand of beauty products against skin imperfections (www. clearasil. co. uk) Use of creativity can also have negative impacts: it is difficult to define the line between great effect and great scandal (Godin, 1999). [see Appendix I] 7 In choosing how often to transmit the advertising message, psychology supports marketing once again (Foxall et Al, 1998). I. V. Pavlov developed the notion of â€Å"conditioned reflex† (1927): opposed to the innate reflex it is a learned reaction to a positive or n egative stimulus.In marketing, this means that the repetition of a message will increase its understanding; that’s why frequency plays a key role. Frequency â€Å"measures the number of times, on average, that a member of the target audience is exposed to a message or, more accurately, to the media† (Pickton and Broderick, 2005). Increasing the frequency helps making the advertise effective but, according to the Curve of Wundt (1896), if the intensity of the stimulus exceeds a certain limit it is even possible to arouse anxiety, nervousness and irritation in the receivers. – Affective response Here, the main goal is to create an affective link with consumers, in order to persuade them appreciating the brand and making a preference for it (Fill, 2009). The more the content of a message is associated to paradigmatic knowledge, the more immediate and simple is its decoding by the receiver (Grandori, 1999): that’s why advertising should carry associations rec alling to the common culture to be effective in building an emotional link with the audience (Godin, 1999).Among all the cultural aspects, political studies have shown that the more compelling ones are common roots ; common habits ; famous figures (Gabrielsen, 2010). The use of cultural associations can be clearly found in Chrysler’s spot for the launch of the new 200 model, shown during the 2011 edition of Super Bowl. The core of the message highlights the origin of the machine, manufactured in Detroit: â€Å" That’s who we are. That’s our story. (†¦) Because when it comes to luxury, it’s as much about where it’s from, as who it’s for. Now we’re from America, but this isn’t New York City, or the Windy city. †¦) This is the Motor city. And this is what we do. The new Chrysler 200 has arrived. Imported from Detroit. † [see Appendix II] Casting famous figures (VIP) as testimonial and being present at the big even ts widely enjoyed and cherished by people (as the recent Olympics in London 2012) are other effective ways to involve the audience (Arens et Al, 2011) [see Appendix III and IV] Thanks to these associations, every time that consumers get in touch with the reminded cultural aspect, they will also remember the linked brand (Godin, 1999). see Appendix V] This cultural approach shows some limits. Since culture is a sphere of meanings related to the past, the new products which aim to highlight innovation as their core quality can’t take the best benefits from cultural associations (Ogilvy, 1985). Moreover, relying on VIP means accepting the risk of linking to them the name of the brand also when something negative is referred to them (Arens et Al, 2011). [see Appendix VI] 8 3 – Conative response In order to affect consumers’ behaviours with advertising, it is necessary to understand how their decision making process works.The model developed by Vaughn for Foote Cone and Belding in 1980, known as the FCB matrix, considers it as driven by two variables: the level of involvement (high-low) and the type of approach to the purchase (rational-emotional). (McWilliam, 1997; Vaughn, 1980 and 1986). The result is the identification of 4 macro-type of purchasing process, each one requiring different kinds of information to be affected: differences are both in quantity – high and detailed or low and summarized– and quality –emotional or rational – of information. Vaughn, 1986). In Figure F, some exemplar products are placed in the 4 quadrants of the FCB matrix. Figure F. Source: Vaugh, 1980 Therefore, advertising can be effective only if it provides the consumers with the kind of information they look for in their decision making process, this one being identified by the quadrant the product is placed in. (Vaughn, 1986). The analysis of 4 different decision making processes is now addressed, referring to the model of Vaughn (198 6): 1. High involvement / rational.People look for the real facts, they need to gain the confidence they are doing the right choice (e. g. Mortgage). The way to be effective is to highlight all the product competitive benefits as well as the company know-how, and to provide the consumers with positive feedbacks . [Figure G] Figure G. Source: http://www. okeefeestateagents. com/_microsites/paul_okeefe/ docs/images/homepage/rightColAdvert/need-a-mortgage. jpg 9 2. High involvement / emotional. Consumers want to learn about and feel the experience (e. g. Holidays).Companies should provide content rich media with compelling personal feedbacks, music and everything else able to make the consumers taste the experience. [Figure H] Figure H. Source: www. adcracker. com 3. Low involvement / rational. People usually buy by habit (e. g. toothpaste). Underlining the incentives to change habits as sale coupons can be effective. [Figure I] Figure I. www. cuckooforcoupondeals. com Source: 4. Low i nvolvement / emotional. People often looks for sensory or psychological gratification (e. g. Movies).Showing sensory rich imagery can be successful. [Figure J] Figure J. Source: http://www. filmjabber. com/movie-blog/wpcontent/uploads/2007/11/the-eye-poster. jpg The limit of the FCB matrix is the difficulty to plot the product in the right quadrant, because of the inconsistencies between consumers’ and companies’ perceptions of it (Dahlen et Al, 2010). Moreover, as marketing environment is rapidly changing, products and services can fast move from one coordinate to another in the brand image of consumers (Fill, 2009). 0 The Role of Music in Advertising Music can be a very useful tool to reach efficacy in advertising, whether the aim is to arouse a cognitive, affective or conative response in the consumers (Sutherland, 2008). The analysis aims to show how the use of music can aid or hinder the effective factors identified in the general part. 1. COGNITIVE PURPOSE Music can help to win consumers’ attention: reproducing a song well-known among the target audience or a catchy rhythm greatly helps to get its attentions (Sutherland, 2008).The use of creativity in music can be found in the production of jingles, where companies set their own words to Music. â€Å"Jingles are among the best –and worst– ad messages produced. Done well, they can bring enormous success, well beyond the non-musical commercial. Done poorly, they can waste the advertising budget and annoy audiences beyond belief† (Arens et Al, 2011). [see Appendix VII] Moreover, what Sutherland (2008) calls the three Rs – rhyme, rhythm and repetition – give words a mnemonic quality, making the message more catchy and enduring in memory. 2. AFFECTIVE PURPOSEResearch has shown that the positive mood created by music makes consumers more receptive to an ad message (Belch and Belch, 2009). When words are set to the music, a desire for repetition can be cre ated: that’s why jingles are able to involve consumers, at the point that they can become themselves part of the cultural background of people (Sutherland, 2008). A chart of the â€Å"top 10 jingles of the century† has been made, according to people’s preferences: a prove of the attachment consumers have towards them (Belch and Belch, 2009). Figure K. Source: Belch and Belch, 2009The case of Oscar Mayer’s spots clearly shows the emotional power of jingles in advertising. [see Appendix VIII] Jingles are used less frequently today, replaced by an increasing use of current or classic pop songs: in the age of the technologic way to live music companies must be careful not to appear oldfashionable while using jingles (Belch and Belch, 2009). 3. CONATIVE PURPOSE Music can also affect the way people behave, but since it better vehicles an emotional message, it seems to be effective especially -if not only- with the â€Å"feel products† (Sutherland, 2008). A great example of how music can be focused on action is the jingle created by the pizza chain â€Å"Pizza, Pizza† in Toronto: the company put its phone number in the lyrics, so that Toronto residents could memorize it easily. [see Appendix IX] On the other hand, music causes what Sutherland (2008) calls the â€Å"wash-over effect†: when we listen to lyrics, we process the message as an experience that we can enjoy or not rather than 11 judging the reliability of its meaning. The entertaining mood set up by music is inappropriate when consumers want to focus on the rational information, as for â€Å"think products† (Arens et Al, 2011).As the analysis of consumers’ responses to music in advertising carried by Oakes (2007) shows, reaching a congruity between music and advertising in mood, genre, image and tempo contributes to the efficacy of an advertisement by enhancing recall, brand attitude, affective response and purchase intention. Since the negotiatio n of the license rights often needs large sums, marketers should carefully decide if and in which way music can be coherent with the marketing campaign, in order to avoid an expensive disorientation of consumers(Belch and Belch, 2009).RECOMMENDATIONS As shown through the report, advertisers should first ascertain to find the media mix that will maximize the reach of the audience (Ogilvy, 1985). Passing successfully through all the selective phases of consumers’ influence process is necessary to make them memorize a message (Karlz and Lazarsfeld, 1955). Concretely, this can be achieved by using appealing creativity (Dahlen et Al, 2010) and by increasing the frequency of the message (Pickton and Broderick, 2005).The use of Music can be very effective both for winning consumers’ attention and adding a mnemonic quality to the message (Sutherland, 2008). When aiming to build an emotional link with consumers, a successful choice is including associations recalling to common culture in the message sent to consumers (Gabrielsen, 2010). Jingles can be such able to involve consumers, that they can become themselves part of the cultural background of people (Sutherland, 2008).To effectively affect consumers’ behaviours, advertisers must understand how the purchasing decision for their products is taken by consumers; the FCB matrix by Vaughn (1986) suggest the quantity and quality of information to provide for each of the 4 types of purchasing process identified by crossing the level of involvement (high or low) and the kind of approach (emotional or rational). Music can be effective for feel products, but not for think products, since it sets up an entertaining mood inappropriate for rational decisions (Arens et Al, 2011).The overall recommendation for companies is to consider advertising as a process that involves the entire business as connected with it by a close cause-effect relationship: when an advert is not effective, it can be the symptom tha t there’s something wrong in the marketing decision making process, or it can be the cause leading to future problems in the relationship with the market (Llambin, 2008). CONCLUSIONS It has been shown that a tripartite approach to the central question â€Å"which factors can make advertising effective? is able to deeply analyse the issue and to define an accurate answer. Since all the factors except the maximisation of Reach refer to the ability of reading consumers’ minds, the report has confirmed how psychology can greatly support marketing functions and, specifically, making advertising effective (Foxall et Al, 1998). That’s why Market-driven companies, which have developed a deep knowledge of their consumers as a result of large investments in market research, have the concrete possibility to apply these factors in the most effective way possible (Llambin, 2008). 2 APPENDICES I. As an example, the historical testimonial used by Danish Frisbee Sports Union f or the 2012 campaign will be definitely able to catch consumers’ attention, but it can reasonably arouse perplexity and disgust in a high number of people. Source: http://www. chipshopawards. com/ II. Full text of the spot: Narrator : I got a question for you. What does this city know about luxury, hm? What does a town that’s been to hell and back know about the finer things in life? Well I’ll tell you. More than most.You see, it’s the hottest fires that make the hardest steel. Add hard work and conviction. And a know how that runs generations deep in every last one of us. That’s who we are. That’s our story. Now it’s probably not the one you’ve been reading in the papers. The one being written by folks who have never even been here. Don’t know what we’re capable of. Because when it comes to luxury, it’s as much about where it’s from as who it’s for. Now we’re from America – but this isn’t New York City, or the Windy City, or Sin City, and we’re certainly no one’s Emerald City.Eminem: This is the motor city – and this is what we do. Written text: The new Chrysler 300 has arrived. Imported from Detroit Source: http://www. youtube. com/watch? feature=player_embedded&v=V0HLIvtJRAI III. VIP testimonials can provide good advantages: a VIP well known among the target audience can better win consumers’ attention; it allows to make the advertising message more personal, exploiting the VIP’s familiarity with the consumers ; people will associate the appreciated qualities of the VIP to the product (Arens et Al, 2011). 13Nestle chose to set a totally VIP-focused campaign to promote Nespresso brand: George Clooney has being appeared in every adverts of the famous espresso machine, with the aim to take advantages from his style and world-wide popularity. Source of Image: http://www. generation-flux. com/images/Nespresso-site. jp g IV. A great example of how an emotional link can be built by focusing advertising on current events widely enjoyed and cherished by people is represented by the marketing campaigns of P&G, created to promote their laundry products Ariel in UK and Tide in USA during the Olympics of London 2012.The compelling references on the athletic competition were present in both the spots: â€Å" Before the Gold, Silver, and Bronze, it's the red, white and blue. At the Olympic Games, it's not the color you go home with that matters, it's the colors you came in. When colors mean this much, trust them to Ariel (UK)/ Tide (USA). † The meaning of the final sentence â€Å"Proud keeper of Our Country's Colours† was certainly influenced by the images of the athletes shown in the video: for Ariel, a high number of British participants ; for Tide, almost only American players.Sources: http://www. youtube. com/watch? v=DoF9DROHYnU Tide for USA; http://www. youtube. com/watch? v=Jipn-MGg0DA Ariel for UK. V. A great example of the power of cultural associations can be found in politics. The ex-Italian prime minister Silvio Berlusconi, considered the biggest innovator in the Italian political marketing – in a negative or positive way depending on the political conviction – (Palmieri, 2012), named his first party â€Å"Forza Italia† (1994), that is the same slogan used by Italian people as an incitement for the national football team.The result was a â€Å"widespread embarrassment† (ibidem) when people not voting for Berlusconi wanted to support the football team, but they had to shout the name of his party: they could not manage not to think about this political association. VI. Cirio is an Italian company founded in 1856 specialized in canned food, especially in tomato paste. (www. cirio. co. uk) Cirio managers weren’t happy to learn that their testimonial Gerard Depardieu was founded drunk and misbehaving on a plane just two weeks la ter the advertising campaign was launched.The spot is accessible here: http://www. youtube. com/watch? v=ReGPNs-HfH0 The episode reported: http://www. telegraph. co. uk/news/celebritynews/8706992/GerardDepardieu-accused-of-urinating-on-floor-of-plane. html VII. As an example, in the 1970s Coca-Cola was so successful with its jingle â€Å"I’d like to buy the world a Coke† that it was then extended and released to become an international chart hit called â€Å"I’d like to Teach the World to Sing† (Sutherland, 2008). VIII. Oscar Mayer is a brand owned by Kraft Foods.At the end of last century the company held local auditions in search of American children to continue the 30-year tradition of singing the catchy â€Å"bologna† and â€Å"wiener† jingles: they were such known that Oscar Mayer decided to be selfreferential in order to best cultivate the relationship with the consumers. Thompson, S. 1997. â€Å"Promotions: Nostalgia Bolognese† , Brandweek, April 14, 1997 Original videos are available here: http://www. youtube. com/watch? v=rmPRHJd3uHI (Bologna); http://www. youtube. com/watch? v=aNddW2xmZp8&feature=related (Wieners) IX.The example and the text of the jingle are reported in Sutherland (2008, p 122): â€Å"nine-sixseven, eleven eleven / phone Pizza Pizza, hey hey hey! † 14 List of References BOOKS Llambin, J. J. , 2008. Market-driven management, Marketing strategico e operativo 5th ed. Milano: Mc Graw Hill. Oxford, 2007. Shorter Oxford English Dictionary on historical principles. Oxford: Oxford University Press Berlo, D. K. , 1960. The process of communication : an introduction to theory and practice. New York : Holt, Rinehart and Winston. Egan, J. , 2007. Marketing Communications. South Western Cengage Learning.De Pelsmacker, P. , Geuens, M. and Van den Bergh, J. , 2007. Marketing Communications: a European Perspective, 3rd edition. Harlow: Financial Time Prentice Hall. Wundt, W. , 1896. Compendium of Psychology. Consulted in the 3rd Italian translation by Agliardi L. , 2004. Compendio di psicologia. E-book accessible at: http://www. liberliber. it/mediateca/libri/w/wundt/compendio_di_psicologia/pdf/compendi_p. pdf Katz, E. and Lazarsfeld, P. F, 1955. Personal influence : the part played by people in the flow of mass communications. London : Transaction (ed. 2006). Levinson, Jay Conrad; Levinson, Jeannie; Levinson,