Examined Life + Judith Butler & Sunaura Taylor Movie Review - 1

Examined Life + Judith Butler & Sunaura Taylor - Movie Review Example The researcher states that the video "Examined Life + Judith Butler & Sunaura Taylor"   is very enlightening but at the same time disturbing because although contemporary society has become more embracing to people with disabilities or impairments, in the real sense, or from the perspectives of these disabled people, society is still the culprit that restrains them and confines them to a stereotyped image that as disables, there are vast opportunities, activities, and endeavors that are not simple available and accessible to them. For instance, at some point, Taylor indicated that society is somehow callous on people who need some help or assistance and are tended to be looked down upon. She cited that sometimes, she is apprehensive to seek some assistance in ordering coffee and demanding assistance and she had to sit in the park for hours just to gather the strength to do that. It is so sad to realize how society has been so selfish and have been totally indifferent to people who should have been accorded assistance without being told. The study of Neath clearly indicates that â€Å"impairments are often acquired as a result of social practices (e.g., war, interpersonal violence). There is a strong likelihood of a â€Å"disabling society† that disability will follow impairment†. The researcher believes that society imposes predefined mindsets and practices that exhibit attitudes of repression, a prejudiced predisposition in interacting with people who are physically challenged. The most disturbing input brought out by Butler was that a young man’s gait, due to its distinct peculiarity, paved a group of guys to kill him. It makes the author think that this is society’s response to the theory of survival of the fittest.

Puritan Ideology and the American Society Essay

Puritan Ideology and the American Society - Essay Example Theoretically, the Puritans gave primary importance to purity or keeping themselves away from sinful way of life. They not only practiced moral values and holy acts by themselves but also intended to bring others to the same path. They proposed to encounter several difficulties and thorns throughout their way to salvation. The Puritans strived to proclaim a ‘True God’ to everyone even in hardest moments of persecution and exile. Undoubtedly, Puritans could influence the American society so significantly that it brought considerable level of reformation not only in faith and practice but also in every sphere of social life. Puritans confronted numerous difficulties in the new land. First of all, the challenge of getting accustomed with environmental change was beyond imagination. Sudden climatic change had adverse effects on their survival as such changes were quite unfamiliar to them. For instance, due to the climatic changes many became the victims of various deadly diseases. Hence, the new land brought many hurdles against their missionary practices as well. Another major problem faced by the Puritans was nothing but interacting with the natives who had been following some extreme ideologies about spirituality. Moreover, the diverse tribes of the American society revolted against the Puritans and totally opposed their views, ideas and activities. According Miller (as qtd in Fischer), the voluntary following of scripture and meaningful obedience were the fundamental practices of the Puritans. Ultimately, this in turn caused a bit chaos in the state, making the lives of the Puritans uneasy and pathetic . However, they never abandoned their mission of preaching true God to the ignorant. Even today America has a sense of mission in all global issues, and this is one of the major influences of the Puritan thought. To illustrate, the community of Puritans had long cherished and well rationalized goal of spreading the gospel. Bradford said that the puritans considered themselves as chosen ones. â€Å"They believed themselves to be God’s â€Å"divinely chosen† people† and also it is well described that the focus of the puritans was individual’s personal religious experience trough purification of self and society† (as qtd in Carbone). They could not comprehend the ideology of the Church of England and hence they also strongly condemned certain religious practices and doctrines. Taking the human race to divinity was the primary goal of the community. More significantly, they took initiatives in bringing the fallen back to the true path. This ‘rise from the fall’ clearly illustrated their vision of creating a new world with authentic knowledge of God. Puritans who settled in Massachusetts Bay Colony followed their own ideology and practices in particular. The group of believers stick to their faith and followed all concerned rituals and ceremonies while neglecting or ignoring outsiders. According to Bradstreet, puritan ideology had an extraordinary or outstanding significance. â€Å"Puritanism was more than a religious belief; it was a way of life† (Parrish Co). Although Puritanism was no more a political entity after the seventeenth century, it continued to influence the social and political environment of the American life. The prominent American values like individualism, egalitarianism, and optimism are the outcome of Puritan influence during the colonial period. The Puritan ideology was acceptable to many

Menopause experiences of women living in karachi pakistan

Menopause experiences of women living in karachi pakistan This chapter presents the background of the study and the significance of the study to nursing. The study purpose, objectives and the study question are also mentioned in this chapter. Background of the Study World Health Organization (1990) reported that by the year 2030, about 1.2 billon women in the world will be at least 50 years old. It seems that in future we will have more women of old age. According to National Centre for Health Statistics (2003) womens life expectancy is now 79.8 years. Womens life expectancy has increased but their health status and quality of life is in question. To enhance their health status, the National Institute of Health (1991) developed an agenda for womens health research. The first National Institute of Working Conference (1993) recommended for research on menopause as menopause has become a dominant issue in the womens health and the quality of life of woman with menopausal symptoms is affected in various ways. In 1999, the National Institute of Health research agenda included attention to diverse population of women. After that, there was a breakthrough in researches on various aspects of menopause such as staging in menopausal transition, physiology , symptoms of menopause and their relationship. This therefore draws attention to the need to conduct more studies on the menopausal experiences of women living in developing countries, because women spend about one-third of their lives in the post menopausal period. Menopause is a physiological process, which takes place universally in all women who reach midlife. According to World Health Organization (1990) It is an important event that occurs within a long process of menopausal change, the period immediately prior to menopause (when the endocrinological, biological, and clinical features of approaching menopause commence) and at least the first year after the menopause (WHO 1980: 10), in which women move from the reproductive to the post reproductive phase of life as a part of the aging process (Kaufert, 1990; Lock, 1986). Menopause refers to the depletion of ovarian function which leads to stop menstruation and indicates the end of fertility (Lyons Griffin, 2003). All women in their midlife experience menopause but are difficult to determine what are their perceptions and experience as it is affecting womens life in various ways. Womens experience depends upon their socio-cultural norms and personal knowledge (George, 2002). Kaufert (1996) stated that menopause experience also depends on womens health at menopause that can be determined by various factors. These factors include: cultural attitudes towards health, disease, and medical treatments, their reproductive histories, the environmental conditions under which they were born and lived, their exposure to disease. According to the bio-cultural perspective, although menopause is defined as a biological event, the experience of this biological event is shaped by physiological and cultural factors (George, 2002). According to Lock (1986) menopause is of biological and socio-cultural significance; culture provides the ground where values, attitudes, and beliefs about mid-life are transmitted and where the woman attaches meaning to her experiences. Eastern women consider menopause as a natural process and view this life phase more positively as compared to Western women. According to Hafiz and Eden (2007) the differences in attitude between Eastern and Western women can be attributed to more cultural factors than to biological factors. Menopausal women from Asia experience less menopausal symptoms because their social status is raised in older age that the older women in the family are respected as wise matriarchs. They therefore develop positive attitudes toward the incidence of menopause. This is unlike the experience of European and North American women who report more menopausal symptoms and visit health practitioners more frequently. In their experience, the social status of older women in the West declines with age. Therefore, they lose their self-confidence and develop negative attitude. Women living in rural areas have unique needs associated with menopausal experience (Price, 2007 1m, 2008). Geographical and socio- cultural environment is quite different from urban population so they need special attention. Women living in rural areas are often ignored, isolated and have limited health care facilities. Pakistani women lack awareness of menopausal symptoms as well as its long term effects and outcomes but view it as natural and normal process of their life (Malik, 2008; Nusrat, et al, 2008). Although the literature revealed many key characteristic of menopause experience of women in general, there is limited information about the menopause experience of women living in Pakistan. In Pakistan few quantitative studies have been conducted on age, pattern, characteristics, attitude and symptoms experience of menopausal women under the umbrella of menopause (Malik, 2005 Nusart et al, 2008; wasti 1992; Qazi, 2006; Yahya Rehman, 2002). These all studies have utilized the survey questionnaire as data collection tool. In my limited search, none study has been conducted yet by using qualitative approach. Therefore, there is a dire need of qualitative approach to develop in-depth insight of menopause experience of women in Pakistan. Significance of proposed study to Nursing Life expectancy of women has increased and it seems that it will continue to rise because of the development of modern technology and scientific advancement. Menopause is inevitable for women who live long enough. This study would add knowledge in previously existed knowledge about the menopause experience of women living in Karachi, Pakistan. This study will enable nurses to understand menopausal women in better way and teach them the management of their menopausal symptoms and their effects as well as maintenance of their health status during this phase of life. Nurses would also be able to understand the contributing factors which can influence their experience. Working in different areas in different status, nurses, health workers, and LHVS nurse practitioner will be able to provide health education according to their socio-cultural context, arrange sessions on sharing the experience and guide them in managing their menopausal symptoms. Nurses who are working in the hospital or o ther health institute must make them aware of menopausal symptoms of in their middle age so they would be prepare to understand and able to manage their menopause successfully. It would add in previous research on menopausal symptoms experience and can expend the research and may help other in further research if they want to search some other aspects of menopause in the same context/ area of interest to search. Study Purpose The study intends to explore the menopause experience of women living in Karachi, Pakistan. Study Objectives The study objectives include: Firstly, to gain insight about the perceptions of women related to menopause. Secondly, is to find out the impact of menopause on women life. Thirdly, to explore the challenges menopausal women face and finally, to find out the strategies used to manage the challenges. Study Question What is the menopause experience of women living in Karachi, Pakistan? CHAPTER TWO Literature Review Menopause is naturally occurring process which all women throughout the world experience in their midlife. Menopause refers as the depletion of ovarian function which leads to cessation of menstruation and indicates the end of fertility (Lyons Griffin 2003). This section provides an overview of the literature reviewed, relevant to the study and highlights the research carried out on this topic. The forth coming literature is divided into different sections. First, is the physiology of human menstrual cycle and mechanism initiating menopause. Second, is the historical development of research support on menopause? Third, are the concepts or meanings of menopause? Fourth, is the factors affecting and influencing the menopause experience and finally, the comparison of studies undertaken in USA and South Asia. Physiology of Human Menstrual Cycle and Mechanism Initiating Menopause There are four (4) events involving in the hypothalamic pituitary-ovarian axis that control the human menstrual cycle: First, the secretion of follicle-stimulating hormone (FSH), responsible for the development of ovarian follicles and production of estradiol (Hiller, Reichert Van 1981). Throughout the menstrual cycle, estrogen maintains low gonadotrophin levels via its negative feedback effect on hypothalamic gonadotrophin releasing hormones and consequently lutenizing hormone (LH) and FSH secretion. (Yen,Tsai,Vandenberg Rebar 1972). Second, the FSH-induced increase in ovarian estrogen secretion to trigger an LH surge that is called positive feedback (Young Jaffe, 1976). Third, is the LH surge, a hypothalamic pituitary response to the estrogen stimulus? This positive feedback response of estrogen on LH secretion has been used as a test of hypothalamic pituitary function (Weiss, Nachtigall Ganguly, 1976). Final event is ovulation and leutinization of the follicles, triggered by LH surge, forming a corpus luteum. This is an ovarian response that results in progestrone secretion necessary for the establishment of a pregnancy (Vande et al, 1970). The onset of human menopause is thought to be caused by ovarian failure and follicles depletion. However, clinical symptoms and some of the recent data on menopausal woman suggest central nervous system involvement. (Weiss et al, 2004). The Study of Womens Health across the Nation (SWAN) was conducted to determine if the modification of hypothalamic-pituitary response to estrogen feedback mechanism occur in older reproductive-age women as a mechanism of onset of menopause. Three groups of women were studied who had estrogen increased and on LH surge, estrogen increased without on LH surge and neither estrogen increases on LH surge. Anovulatory cycles with high estrogen were frequent in older reproductive age women and there was an evidence of failure of the estrogen positive feedback on LH Secretion to initiate and stimulate ovulation. In anovulatory cycles follicular estrogen levels did not lower LH secretion as it was in younger reproductive age, there was decreased estrogen-negative feedback on LH secretion. It was concluded that there was hypothalamic-Pituitary insensitivity to estrogen, in aging perimenopausal women. Historical Development of Research Support on Menopause In 1993, the first National Institute of working conference recommended for research on menopause and in 1999, NIH research agenda included attention to diverse population of women. Seatle Midlife Womens Health Study was a longitudinal study conducted from 1990 2000 to study the FSH by Menopausal transition stages early, middle and late transition by the use of menstrual cycle calendar. Comparison of reproductive age and peri-menopausal womens cycles. Urinary estron and FSH level by menopausal transition stages late reproductive, early menopause transition and post menopause transition. Study of Womens Health Across the Nation (SWAN) began in September 1994. The purpose of the study was to describe the chronology, the biological and psycho-social characteristics of menopausal transition and the other purpose was to describe the effects of this transition on health and risk factors for age related chronic conditions. The emphases placed on multiethnic samples and community or population based samples. Swan study included daily hormone study over multiple years and annuals blood draws, interview, clinical exams and questionnaire. Multiple ethnic groups of women Africans, Chines, Japnese, Hispanis and White American were included in this study. The stages of reproductive aging work shop (STRAW) was held in Park city USA in 2001. The purpose of this workshop was to develop the staging system for the menopause transition. The benefits of this system are that the researches and clinician can compare cases and data across studies. Women would understand the timing and duration of the transition. This system has seven stages. Five precede and two follow the final menstrual period. Stages from -5 to -3 encompass the Reproductive Interval; stages from -2 to -1 the Menopausal transition and +1 to +2 the post Menopause (Soules et al, 2001). March (2005) A conference on management of menopause related symptoms was held by office of medical applications of research in USA to understand the symptoms and their correlation with menopause transition stage. Seatle midlife womens health study on charting the course of the natural transition to menopause for a population based sample of 35 55 years old white, Asian and African, American women ( n=375) in longitudinal study begun in 1990 and followed until 2006. Women provided daily health diary recording for 3 days per month. Monthly early am urine sample for endocrine analyses and annual health update symptoms rated from 0 (absent) to 4 (extreme). It was estimated that severity of hot flashes increased after the last menstrual period (FMP).There was an association between hormonal changes during menopause transition and the symptoms experienced by the women such as: hot flashes, sleep disturbance, depressed mood, anxiety, fatigue and vaginal dryness. There were some other factors associated with these symptoms severity. As physiology change so there are chances of developing the medical problems. SWAN studies ruled out the other diseases associated with menopause such as cardiovascular disease, osteoporoses. In the period of late and early menopausal transition there may be the the chances that the lumen size of the carotid artery becomes larger (Wikdman et al, 2008).Women experience a high incidence of depressed mood during late menopausal transition (Bromberger, 2007 ; woods et al, 2008). Concepts or Meanings of Menopause Menopause is a complex and significant phase of life that affects womens life in different ways globally. It is a life event that leads to physical as well as emotional challenges (George 2002; Lyons Griffen 2003). One can realize its impact on womens life as was identified by McCrea (1983) stated that in Victorian era menopausal women were used to view as aging women, with a decomposing body and an evil mind suffering from foolishness. All women experience menopause between the ages of 48 and 55 years (George, 2001), but it is difficult to determine how it is perceived by women. What does it mean to her? There is a dilemma attached to it whether it is consider as medical problem or as a life transition (James Deborah, 1997; Lyons Griffen, 2003). There are four main meanings or notions about menopause. First, is the biological or biomedical? Second, is the developmental and natural event? Third feminist notion, as natural female process and fourth, post modern which is related to physiological, social and cultural dimensions. (Gosden, 1985). A biologic definition of menopause refers to permanent cessations of menstruation resulting from loss of ovarian follicular activities and indicates the end of fertility. (Gosden1985). The last menstrual flow is the biologic marker that refers to a woman transition from a productive to non productive phase. Symptoms which are experienced by the women such as: hot flashes, perspiration, palpitation, vaginal dryness, sleep disturbance, forgetfulness, difficulty in concentrating and irritability also describes the menopause. Another aspect of biologic or biomedical view is the disease orientation to menopause which supports the use of hormonal replacement therapy (George, 2002). Changes in physiology seem to be experienced as symptoms that may require medical treatment. Until recently menopause has been viewed from a medical perspective (James Deborah, 1997). It seems that physician view menopause as a disease that must be treated. Menopause as a developmental and natural event considers as a part of womens life and taken to be normal. Menopause is often stressful but it doesnt mean that it is a disease. It should be perceived as a part of the normal developmental cycle. Life expectancy of women has increased now which indicates that menopause will now be seen as a normal event not a medical condition but as it is associated with specific health risks (osteoporoses and cardiac diseases) it is likely that physicians will continue to treat it and its symptoms. Menopause as a feminist notion that emphasizes that it is a natural female process. It can be taken as a change. If a woman understands this period as a change in her life pattern and she would try to adjust and cope with it (Lyons Griffen, 2003). Menopause as post modern notion believes that it is related to physiological, social and cultural dimensions. The meaning of menopause may be positive or negative it depends on the womans culture, the status of the women in the society as well as the physiological change that occurred as a result of menopause. Lyons and Griffen (2003) introduced another meaning and that is confusing and it is between the natural and disease construction. A woman has uncertainty about the menopause and it is the result of lack of knowledge and understanding. If menopause as taken confusing it produces anxiety and uncertainty which further complicate the complexity of menopause. Surgical meaning of menopause refers to the menopause as a result of surgical intervention (oophractomy and or hysterectomy) but the symptoms are same as natural menopause, however, the onset is abrupt and symptoms are more severe as compared to natural menopause moreover, physical and psychological symptoms are due to sudden hormonal change (Park 2005). Menopause may be viewed by women as natural or medical event; it may be confusing or challenging. The way it is perceived ultimately affects womans experience. There are many factors which can be attributed in the menopause experienced by the women. Factors Affecting or Influencing Menopause experience Menopause is a bio-cultural experience therefore bio-cultural factor such as environment, diet, fertility and genetic differences may be involved in the variations of menopausal experience (Beyene, 1986). Furthermore James and Deborah (1997) explained that a womans culture teaches her how she should respond to this event in her life. If a womans role is child bearing by her culture then she perceives her-self unimportant as menopause means the end of her role. George (2002) asserted that the menopause and how women experience it depends on her cultural norms, social influences and personal knowledge about menopause which influence the womans ability to cope with the menopausal period. Elliot, Berman and Kim (2005) added culture is embedded in all aspects of ones life and affects ones ideas, beliefs and ultimately affects on the menopause experiences. Ellen (2005) stated that women with infertility problem experiences menopause as normal and natural event after futile struggle for so long to become productive. Infertility was an abnormal event as it interfered with normal phase in life and menopause for them is a normal event that is supposed to happen so they take it positively. It is believed that each woman experiences the menopausal symptoms in a same way; however this is not the case. Avis (2002), Flint (1975), and Yahyeh and Rehan (2006) asserted that cultural differences also affect menopausal symptoms experience. The pattern and frequency of menopausal symptoms vary from culture to culture. Avis (2002) conducted a large cross sectional study for women aged 40-55 years across racial or ethnic groups of women in the United States for the comparison of menopausal symptoms. Result showed that across all five groups two consistent factors emerged. One was hot flashes and night sweats and the other psychological and psychosomatic symptoms. Caucasian women reported more psychosomatic symptoms; African American women reported more vasomotor symptoms. The pattern of finding argues against a universal menopausal symptoms syndrome consisting of vasomotor and psychological symptoms. On the other hand Im, Liu, Dormire, and Chee (2008) identified that white women b elieve that generational and life style differences are much more important than ethnic differences in menopausal symptoms experience. In a study of Indian women, Flint (1975) found that few women had any problem other than cycle changes. Lock (1986) found that Japanese Women did not have depression and also having low rates in vasomotor symptoms as compare to western culture women. In a cross cultural comparison of menopausal symptoms Avis (1993) reported the rate of almost every symptoms were lower in the Japanese than US and Canadian women. Price, Storey, and Lake (2007) identified that living in isolated environment and lack of social support system; women experienced more severe menopausal symptoms and experienced the loss of control on physical as well as psychological symptoms. It is conclude that the experience of menopausal symptoms is not same for each and every woman. They are influenced by ones socio-cultural back ground (environment, life style, knowledge, values, beliefs and the meaning of menopause perceived). It also affects the overall menopause experience of women. If the meaning of menopause taken negatively, the women will have more intense symptoms and face difficulty in managing herself as well as seek for medical treatment and experience menopause as a threat. Comparison of Researches: USA and South Asia. George (2002) conducted a study to explore the experiences of American women from diverse ethnic and socio-cultural environment. He found that the experiences of American women were not similar; they were all unique in their experiences. Some of them were having high intensity of menopausal symptoms but some did not experience any menopausal symptoms, some of them were confused as they were unaware of what to expect. Some experienced depression but some were feelings of relief from child bearing and monthly periods. Some were looking forward to future. In another online study of white midlife women Im, Liu, Dormire, and Chee (2008) identified that white women believe that generational and life style differences are much more important than ethnic differences in menopausal symptoms experience they are optimistic and try to cope with the symptoms. Women needed assistance with the menopause symptoms and were not satisfied with the guidance of the physicians use humor as coping strategy for menopause to increase their inner strength and motivate them to go through the hardship. Price, Storey, and Lake (2007) conducted a study on experiences of women living in a rural area of Canada. Researchers identified that women considered it as a change of life, and showed high concern about their general health and the changes their bodies under going. The women described the need to understand the intensity of menopausal symptoms (physical, psychological and social), including changes to their physical and mental well being. They need to receive reliable information. Menopause had significant impact on their personal relationships as they were unable to share their experiences with their husbands. Their coping strategies were social support and humor. Elliott, Berman, and Kim (2002) conducted a study on Korean Canadian women on menopause experiences. He found that they view menopause as a natural process and wanted to be fully aware about all aspects of menopause in order to control and cope with this phase of life. They were having difficulties in communication with health care professionals. They were reluctant to share their experiences with their husbands but they expressed the need to share their feelings with someone. Hafiz, Liu and Eden (2007) conducted a study on the experiences of menopause among Indian women. They identified that because of their positive socio-cultural ideas and attitude towards menopause they were not concerned about becoming menopausal and believe that it is a natural event same as birth and death. They experienced more physical and psychological symptoms rather than vasomotor (hot flashes and might sweat). He revealed that physical and psychological symptoms were higher in Asian women. Researches in Pakistan In Pakistan few quantitative studies have been conducted on age, pattern, and characteristics, attitude and symptoms experience of menopausal women (Malik, 2005 Nusart et al, 2008; wasti 1992; Qazi, 2006; Yahya Rehman, 2002). No qualitative studies have been conducted on menopause experience yet. Wasti et al (1993) conducted a study on the characteristics of menopause in three socio-economic urban groups in Karachi. The total samples size was 750 menopausal women. He found one in five women were symptomatic to poorest group but one in two the other groups. He found that fewer women had menopausal symptoms in his study but he admitted or hypothesized that menopausal problem will be most probably increase as life expectancy of women is increasing. He found mean age of natural menopause was 47 years of age. Yahya and Rehan (2002) conducted a study on age; pattern and symptom of menopause among rural women of Lahore will sample size of 130 women from 20 villages. He found mean age at menopause was 49 Â ±3. 6 years. Moreover the common symptoms were lethargy 56.4%) forget fullness (57.7%) urinary symptoms (56.2%) agitation (50.8%) depression (38.5%) insomnia (38.5%) ht flushes (36.2%) and dysparunea (16.9%). He concluded that the mean age of menopause was lower than the reported for Caucasian, but similar to Africa and South America but higher than Iran, Egypt and UAE. The frequency of symptoms was lower than observed among Caucasians, he suggested further studies on local buologies and understanding the socio cultural basis of these differences. Malik (2005) conducted a study on knowledge, attitude towards menopause and Hormonal Replacement Therapy (HRT) among postmenopausal women in Karachi. The sample size was 102 post menopausal women. She found mean age at menopause was 147.4Â ±3 years. She found most of the respondent had positive attitude towards menopause and consider menopause as natural event lacked sufficient knowledge our menopause and HRT. Qazi (2006) conducted a study on age, pattern, symptoms and associated problems among urban population of Hyderabad. Sample size was 800 menopause women. He found mean age at menopause was 47.16. the marked climacteric symptoms were low backache headache, tiredness, lump pain, sleep disturbance and might swats were common menopause associated problems include Ischemic Heart Disease, Hypertension, Diabetes mellitus, post menopause that the symptoms and problems were different from other studies reported with in the country and abroad which may revealed socio cultural and dietary differences. Nusrat et al (2008) conducted a study on knowledge attitude and experience of menopause. The sample size was 863 menopausal women. She concluded that majority women consider menopause as natural event and have positive attitude but majority of the women were unaware of menopausal symptoms and health effects, the bothered by symptom but did not sought for treatment. The age at natural menopause according to Pakistani studies is between 45-51 years; mean age is 48 years (Malik, 2008, Qazi, 2006; Yahya Rehan, 2006). Some of the findings were similar in the studies which have been conducted in Pakistan. Pakistani women consider menopause as natural and normal phase of life and aging process. They have positive attitude to words menopause (Malik, 2005; Nusart et al, 2008; Yahya Rehman, 2002). These findings are similar with the findings of studies have been conducted in other Eastern countries women such as India, China, and Korea. The other finding that the Pakistani women are not fully aware of the menopausal symptoms and its health implication or its long term consequences on quality of life (Malik, 2008. Nusrat et al, 2008; Yahya Rehan, 2006). Majority of the women bothered with the menopause symptoms but because of positive attitude, poverty, and due to lack of awareness they do not go for treatment or consultation. Malik, 2008; Nusrat et al , 2008). Qazi (2006) identified many differences in his study especially in the prevalence of symptoms reported with in the country and assumed that these are because of socio-cultural and diet differences. In rural areas of Lahore, Yahyeh and Rehan (2006) found the prevalence of various symptoms comparatively lower than other Caucasian. Researcher suggested the need for studying local biologys and understanding of socio-cultural bases of these differences. Summary of the Literature The literature revealed important information about the physiology as well as the initiation process of this phenomenon. The various concepts and meanings perceived by different school of thoughts. The historical development in the research on menopause is also addressed. Factors which are closely involved in influencing menopause experience as well studies conducted on this topic are also highlighted. The Eastern women conceptualize menopause as natural process thats why they have positive attitude towards it as compare to Western women. They bothered by menopause symptoms but try to cope with it positively. In Pakistan quantitative studies have been conducted on this topic but this approach did not provide insight in to a womens understanding the need of qualitative research is required to explore the women experience related to this phenomenon. (George, 2002). CHAPTER THREE Study Design and Methodology This chapter focuses on the approach to conduct this study, the study design and rationale of the design, the study population, study setting as well as sample and sampling. Data making, data management, data analysis, study rigor and the study limitations will also be the part of this chapter. Study Design The study design which is selected for this study is qualitative descriptive-exploratory. According to Polit and Beck (2008) qualitative approach involves naturalistic pattern. Naturalistic methods of inquiry deal with the experiences of human complexity by exploring it directly. It emphasizes on understanding the human experience as it is lived. Qualitative study required for in-depth and rich information to understand the phenomenon. Furthermore Holloway and wheeler (2002) concluded that qualitative research is an objective way to gain knowledge about the subjective and holistic nature of human. Burns and Grove (2007) stated that the purpose of exploratory study is to investigate a specific concept about which little is known. It emphasizes on identification of factors related to a phenomenon of interest. As this study aims to explore the menopause experience, which is lived experience and there would not be one reality as each women experience would be different. Therefore a quali tative exploratory descriptive design is best suited to this study. Study Population The study population would be all women who are in their menopausal period, coming to Obstetric and Gynecologists outpatient department of Pakistan Naval Ship hospital, Karachi. The target population will be all the menopausal women who will meet the inclusion criteria, will be coming to Obstetrics and Gynecology OPD. Setting Pakistan Naval Ship hospital, Karachi will be selected as data collection site. Obstetric and Gynecologists OPD will be utilized for this purpose. This hospital was established in 1963. It is classified as a class A Pakistan Navys hospital. The total bed stren

Drug Abuse in Nigeria Essays -- Nigerian Society Illegal Narcotics

Drug Abuse in Nigeria Today, you only have to switch on your television, radio or open a newspaper or magazine to be aware that the structure of our society is being contaminated by the growing evil plague of drug abuse. Drug abuse, is one of the major problems in the Nigerian society. Actually, almost every country faces such problem today. A lot of measures are taken to struggle against drug abuse, and, definitely, some changes for the better are evident. However, this problem is not eliminated and perhaps, will never be completely stopped. The repetitive death of drug users today has become an everyday event, that most of us had used it. The numbers of the victims is more and more increasing rapidly in such a degree that makes us have fear on what our society will turn into. Prospectively, there was an alarming increase in drug abuse at our country. Many students take cocaine, heroine, hash, crack, and other drugs. Problem of drug abuse has made a way through the society. Overprotection some times makes a gateway for the beginning of drug abuse. The imitation of musicians and actors can lead many young people to drugs, as they are trying to look alike them. However, as we know, today this entire teenage is all about being ‘cool’. This affects most young people and it is more obvious in places where there are many people, like in college. The society today has become a place where drugs are gotten easily in the college, whenever and whatever drug you want. Finally, a disappointment from a relationship or school, for example a fail in the finals, can be a good reason for those young people to turn into drugs. For this bad situation that exists in Nigeria today, many teachers and counselors have tried to let pe... ... the past 10 months.†(p.19) In the 80s Nigerian citizens are caught on daily bases due to drug trafficking. At a moment like this what the country should do is to apply a policy that would reduce drug trafficking. Another way to control this issue is to put roadblocks and checkpoints where violence is common and also in airports and seaports. The N.D.L.E.A should also make sure that all pharmacies issue people drugs on prescription only. The problem of drug abuse is not something that can be controlled while sitting down, the country has to work together to prevent this harmful act. If the whole country will seek and use the knowledge they have to fight drug abuse then the society would be a better place to live .Now that we know the effects of drug abuse, it is time to put our hands together as a family to fight drug abuse in Nigeria and all over the world.

Why Do We Need Management?

Why do we need Management? Melisa Honeycutt Vista College Why do we need Management? A business is an ongoing activity that will not run itself. As the manager, you will have to set goals, determine how to reach those goals and make all the necessary decisions. You will have to purchase or make your product, price it, advertise it and sell it. You will have to keep records, and determine costs. You will have to control inventory, make the right buying decisions and keep costs down.You will have to hire, train and motivate employees now or as you grow. ( Soni 2010) When a company has good management, the whole company does well. A good manager will be a great buffer for the owner and his employees. He/she will also coordinate most of the day-to-day business. Now we will look at what is the purpose of management, I find that there are five primary functions. * Staffing: You must be good at seeing raw talent and knowing when the company will need more employees. Planning: You need to be able to see the big as well as the small picture. * Organizing:You need great focus, most of the time you will need to be in many places and doing many jobs at once. It is a balancing act. * Leading: You will need to be a leader that can motivate people and get people to work together. * Controlling: You will need to monitor the business to make sure it stays on track. To me the world would look much like my home, if my husband and I left and put no one in charge.It would be complete and utter chaos; no one would know where things are and who did what. I see a manager as a babysitter of sorts and managing a business will be a lot like running my home and family. Does juggling ever come to mind when you think of running your own business? It does mine! References Soni, J. (2010). Why do we need Management? [yahoo answers]. Retrieved from answers. yahoo. com What are the Primary Functions of Management? (2012, November). In Blurtit. Retrieved from QuickBase. Intuit,com website: blurt it. com

Competitor Analysis

We denote 793 stores in Canada as of December 2009 and 40. 6% of those stores are located in Ontario. Rivalry is moderate amongst different competitor in the market , as most of them are big and diversified companies who do not rely on the luggage market, Just like Canada Goose. The market is highly fragmented with a large array of competitors , varying from big retail department stores to highly niched retailers. Less diverse retailers face greater competition to obtain and retain buyers compared to larger companies. The competition is eased by the fact that the market is growing , so that a company can grow its sales and revenues without affecting the overall market share proportions. All this makes the degree of rivalry moderate in this market. Direct competitors (Manufacturers & their brands) (Specific market shares of direct competitors) Samsonite , Mulholland , Hartmann Brothers and Tumi , Louis Vuitton. Indirect Competitors The first major indirect competitor is the Japanese multinational AEON Co ltd. Aeon* is a retailing group of 169 companies operating lifestyle-enhancing retail and a variety of other services, from general merchandise stores and supermarkets, to fashion-conscious specialty stores, ? nancial services and amusement facilities. Their luggage brands are . The second major competitor is the Hudson bay company. The Hudson's Bay Company is the oldest commercial corporation in North America and one of the oldest in the world. Their luggage brands include Stuff by Hillary Duff , Sportek and Fields. Finally we have Aldo Group , a company created . Its main luggage brands are Aldo accessories and Spring. Appendix 1: Statistics Canada, Canadian Business Patterns Database, December 2009.

Free sample - Problems That Employees And Employers Face And Possible Solutions. translation missing

Problems That Employees And Employers Face And Possible Solutions. Problems That Employees And Employers Face And Possible SolutionsSleep is a process controlled by biological signals in the body. The amount of natural light in the environment triggers the body when to feel sleepy and when to wake up. This is called the ‘sleep cycle’. Consequently, those who stay awake during the evening and go to sleep during daytime will have a disrupted sleep cycle. This can lead to lack of sleep. (searchCRM.com) This disrupted sleep cycle is a dilemma that many employees who work during graveyard shift (a.ka. third shift, night shift) face. The job finding website www.careerjet.com lists some companies in the United States that offer third shift schedules. These   include Marriott International in Parsippany, NJ,   Pepsi Co., Silgan Companies in Langhorne, PA, Panera Bread in Maple Grove, MN, and GE Energy in Greenville, SC. However, lack of sleep is causing the performance quality of graveyard shift employees to drop. The Encyclopedia Britannica online stated that â€Å"Adults typically sleep between six and nine hours per night†¦Ã¢â‚¬  Any less than six hours of sleeping time can lead to poor health as well as social and behavioral problems. The August 1989 issue of Awake! Magazine mentioned: â€Å"NIGHT-SHIFT workers have been found to experience more gastric problems, ulcers, alcoholism, and divorce than do their peers who work days.† (20) In order for employers to maintain the quality of performance among its employees, an online article titled Guide to Managing Night-Shift Workers authored by Judy Artunian and published in www.business.com suggested the action steps â€Å"1) Consult a night-shift management expert, 2) Schedule with care, 3) Make it convenient to connect (communicate), 3) Ask for feedback (from employees), 4) Evaluate employee performance, and 5) Celebrate milestones (encouragement activities).†Ã‚   In the case of health problems, Awake! Magazine suggested that graveyard shift employees should â€Å"sleep during the same time period each day, preferably during the late morning and early afternoon. (20)†. The article also stressed out the importance having good diet and avoiding alcoholic drinks. Nighttime work is already damaging enough to the health so graveyard shift employees should compensate by keeping the rest of their activities healthy.    Literature Reference: Awake! Magazine. 22 August 1989 Issue. Published by Watchtower Org. Page 20.

The U.N. IN A NEW WORLD ORDER essays

The U.N. IN A NEW WORLD ORDER essays The rise of military enforcement measure, from the U.N. was formulated from President Bush and Gorbachev as part of the New World Order. This was based on the rule of law and the principle of collective security. This principle was established to enable the military enforcement measure, if necessary. In the history, of the U.N. the Security Council has sanctioned two such cases, in the Persian Gulf War of 1980 and the Korean War in 1950. Security Council had been give power of author in restoring peace and harmony, acting as the parent that solves conflict within a family when a conflict arises. The only argument in this, is how effective is this role. Is military force not a violent act, and does violence it self justify peace. To attempt to answer this theory must look at foundation of the military force. The U.N. Security Council military come from member of state of the UN, that is requires states to provide solider to form an army when the need arises. The army has been used for peacekeeping, one example the article talked about is the 1956, hostilities in the Middle East. However, the article clearly states that this action was not within the fame of U.N. charter. Sutterlin goes on to say, the military it is frequently use for that same purpose. The article fails to point out that in doing so; it is a form of abuse of power that is not permitted, even if provision was later made for it. A fact to worth considering is had they not had an army to enforce would they not have sought a less violent action. By using military enforcement for peacekeeping, that is question the name of peacekeeping it self, The article goes on to state the success of the U.N. Security Council military enforcement, uses for peace keeping, sighting examples such as Nicaragua and Haiti. Along with it achievements Sutterlin, makes note of the Security Council favorable respected the limitation imposed of peacekeeping operat...

Carmen Marinache

Assuming complex businesses in which company is part of: organising logistics operations ( railway transportation from station of departure to station of destination, reception of wagons at final station of destination, unloading the cargo from wagons and loading it into trucks / handling, delivery up to the client’s terminal); organising special transports such as munitions transportation in transit via Romania; organising cargo exports from Romania with guard protection on route; organising oversized transportation, export from Romania to different countries, which implies: obtaining loading drawing from an authorised company, obtaining approval for transportation from the railways and infrastructure, issuing CIM railway bills, coordinating the transport with foreign railways on traffic and obtaining all necessary traffic permission by keeping in touch with all our external partners, solving problems that might occur while transportation is performed; organising exports from Romania to different countries from exCIS in special SZD wagons (wagons from CIS countries), obtaining all traffic permissions, keeping in contact with clients and partners for a prompt solving of all difficult situations; organising transportation of wagons on their own wheels as well as of locomotives; participating to organisation of multimodal traffic Ex: cargo coming by vessel, unloading directly or indirectly to wagons and customs clearance through a sister company specialised in port in such kind of operations), railway trans portation up to one station in Europe, unloading of cargo and delivery by trucks to consignee, etc. ? Keeping in contact with Accounting and Financial Dept. in order to mutually solve problems related to the financial part of the business; ? Based on the information received from the Controlling Dept. , analysing and proposing to the Executive Manager personal evaluation for personnel; ? Monthly analysing the activity of the Railway Dept. calculating estimated operational profit, calculating the total tonnage, presenting the situations to Executive Director; ? Contacting and visiting potential clients; ? Taking part to set up of transport and freight forwarding contracts with Romanian and foreign clients/partners ; ? Representing the company within international exhibitions and fairs, in Romania and abroad, to Express Interfracht Holding own stand, and within conferences having as topic the improvement of railway transportation; ? Issuing the documentation of company presentation and representing the company within different tenders opened by big production companies in Romania, in o rder to choose logistic supplier.

Ethical Project Research Paper Example | Topics and Well Written Essays - 750 words

Ethical Project - Research Paper Example The Rose Revolution is a protest call to the resignation of the former Georgian President Eduard Shevardnadze in November 23, 2003. It took place after the highly contestable parliamentary elections. The Rose Revolution ended the more than 30 year rule of Eduard Shevardnadze â€Å"as its Soviet-era Communist Party boss and its longest-serving post-independence president†. The protest can be illustrated in the following account of BBC News â€Å"student demonstrators decided to give red roses to the soldiers. Many soldiers laid down their guns. "People were kissing the police and military, it was really spectacular," said Giorgi Kandelaki, a 21-year-old student. "And the roses of course which people had with them, which Misha carried with him into the parliament hall, that was the moment when people said that it was a rose revolution.† (BBC News, May 10, 2005). The Civil disobedience on Arizona Immigration Law was precipitated by the â€Å" The  Support Our Law Enforcement and Safe Neighborhoods Act  (introduced as  Arizona Senate Bill 1070  and thus often referred to simply as  Arizona SB  1070). According to the law, all aliens over the age the 14 who are in the United States for more than 30 days should register with the US governments and carry their documents at all times and making it a misdemeanor for an alien not to carry such documents. The law also allows law enforcers to check such papers upon the suspicion that an individual is an illegal alien. The Arizona Immigration Law has been touted as racist. The law sparked a civil disobedience protest culminating in March 21, 2010 where â€Å"about 100 participants formed a chain of linked arms to stop traffic around the Federal Building†.   16 prominent New Yorkers were arrested whose disgust over the law was released in a press statement as thus â€Å"Our act of civil disobedience is performed

The Role of the Internal Change Agent Essay Example | Topics and Well Written Essays - 2500 words

The Role of the Internal Change Agent - Essay Example From this paper it is clear that  Internal Change Agents are of three different types. The People-Change-Technology type focus on the individual employee, their morale and motivation. They deal with absenteeism, turnover, and the quality of work performed. These change agents use the techniques of job enrichment, goal setting, and behaviour modification. They work on the assumption that â€Å"if individuals change their behaviour, the organisation will also change†.This study outlines that  the Organisation-Development type are change agents who are involved in internal processes such as intergroup relations, communication, and decision making. Their intervention technique is referred to as the cultural change approach, because they analyse the culture of the targeted organisation. This approach was developed from the domains of sensitivity training, team building, and survey feedback. While implementing organisational change processes, managers often assume the roles of t he different types of internal change agents outlined above. The internal change agent as Researcher is closely related to the previous role of trainer. The role includes the training of organisation members in the skills required for valid evaluation of the efficacy of action plans that have been carried out. Lunenburg states that as part of the overall intervention strategy, the change agent designs an evaluation component, useful for solving both the current as well as future problems.

EVALUATING A WEBSITE AS A SOURCE FOR LEARNING HISTORY Essay

EVALUATING A WEBSITE AS A SOURCE FOR LEARNING HISTORY - Essay Example In this regard, the Europeans exploration and colonizers made regular trips to America to deliver merchandise and collect precious metals and treasures. However, as treasures increased, so did the desire to capture more areas to gain control over the Americans. The reason for choosing this website for analysis is because it provides information on America’s history and recommends other resources rich in America’s history. Therefore, this website serves as a good source of learning history due its diverse information, including artifacts and paintings and also other suggested literatures on America’s history. This website is owned by the library of Congress, the world largest library. Through this site, the library provides diverse books, photographs, recordings, maps and many other academic resources for both teachers and students. The information provided in this website gives insights on America’s history, and it is adequately supported by finding of gre at historians such as Jay Kislak, who amassed a comprehensive collection of materials on ancient America. In the process of his exploration, Jay acquired rare collection of manuscripts and books that pertained to early America. In this vein, the objective of library of Congress was to avail diverse learning resources to the American people. Therefore, this site seeks to reveal America’s history, creativity and knowledge through both primary and secondary sources to both teachers and learners. Notably, the site has a selection of more than 3,000 rare maps, paintings, documents, prints and artifacts among others. The audience can access information on the early America, including pre-contact America, exploration and encounters and finally aftermath of the encounter through this website. In addition, the site provides more than 3,000 collections of documents, paintings, prints among others. All information accessible through this site is equally useful for a historian, but for t his particular paper information on pre-contact, America is of paramount importance. In this regard, the website provides insights on America’s indigenous culture, including their music and poetry, powerful expressive objects modeled and the hierarchical political, religious and social systems. I consider the information to be reliable since it emanates from the library of Congress whose main role is to document historical information. In addition, the information provided is fully supported by researches conducted by re-known historians such as Jay Kislak. Despite providing valuable information about America’s history, the website has some ancient drawings and objects not clearly explained. For instance, under theme and exhibition, there are various items and drawings with no clearly explanations on how they relate to ancient American culture. This poses a considerable problem since ancient items, and drawing helps to provide information on a given generation. Further , despite the support of what the website provides with works of great researchers, little is provided to tie such information with artifacts and painting shown in the website. This leaves a gap that can challenge information provided on America’s history. Certainly, I cannot say that the website does not provide the right information, but more research needs to be conducted to

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

Contract - Essay Example For example, in the case of Gibson v Manchester City Council7, the words â€Å"may be prepared to sell† constituted an invitation to treat and not a distinct offer. Indeed, the Gibson decision challenged the traditional view for formation of contractual agreement. In this case, Lord Denning asserted that when considering whether there is a binding contractual agreement, it could be argued that â€Å"there is no need to look for strict offer and acceptance. You should look at the correspondence as a whole and at the conduct of the parties and see therefore whether the parties have come to an agreement on everything that was material8†. However, there has been some uncertainty in this area of law as evidenced by the case of Carlil v Carbolic Smoke Ball Limited9. In this case, the defendant was the proprietor of a medical substance and placed and advert in the Pall Mall Gazette promising to pay $100 to anyone who used the carbolic smoke ball for two weeks and who for a limited time after contracted the flu virus. Carbolic Smoke Ball Limited argued that the advert did not constitute an offer but was rather an invitation to treat. The Court of Appeal rejected this argument and held that there was a legally enforceable contract. The advertisement constituted an offer to the whole world and was capable of amounting to an offer of a unilateral contract without the requirement for acceptance. The Carlil decision had far reaching implications for contract law, with some commentators arguing that there is no difference between an â€Å"invitation to treat† and a contractual â€Å"offer†10. However the facts of the current scenario indicate that Owen’s letter was a distinct offer to sell the car to Andrew for  £30,000 and the central issue in contention is whether Andrew accepted Owen’s offer to create a binding contract. Valid acceptance in law follows a

The person who has touched and molded your life and made the author Essay

The person who has touched and molded your life and made the author the person you are today - Essay Example The author describes his mother. She uses gestures naturally and her face displays hundreds of emotions. Language then stops being a barrier to her. She can enter into a conversation with anybody, and get across her messages more effectively than many native speakers of English. The author’s Mother is my role model in life. To the author, his Mother is associated with the fragrance of lavender: her favorite soap. This fragrance has always filled our home, and little sachets of dried lavender would be kept in the drawers and shelves of the wardrobes. Even when the author is in a public place, the smell of lavender always brings with it a feeling of comfort and warmth to him, and fills him with the confidence to face all the trials of life. It is this feeling of security and courage which is the greatest gift the author’s Mother has given him, making her the most memorable person in his life. The researcher was born when she was thirty-eight years old. It is a tribute to her determination and strength that the author was delivered naturally, without any surgical intervention, although Mother was past her prime in child-bearing terms. The conditions of the author's birth are typical of the attitude his Mother shows in every aspect of her life. She is always determined to do things in her own way and stands by her decisions. She does not believe in making a fuss over things. When the author was a little girl, cuts and bruises would be treated with disinfectant, a kiss and a strip of Band-Aid, and the author would be matter-of-factly sent on his way. There was no encouragement to self-pity: only a steadfast resolve to bear pain stoically. She inculcated in the author the belief that any suffering is only temporary and will pass. This early molding now anchors me when the storms of life threaten to overturn the author’s boat. Although it may sound old-fashioned in these days of feminism and emphasis on equal opportunity, the author’s Mothe r taught him the importance of cooking, cleaning the house and helping with every household chore. The researcher may have resented this when he was in school and his classmates were not compelled to do the dishes, sew missing buttons on shirts, or taught to make simple dishes and cups of coffee. But now that the author has his own family, he realizes that his Mother laid the foundation of a happy home by bringing the author up to appreciate the values that bind a close-knit family. Taking care of his family, cooking their favorite dishes, and keeping a home comfortable and warm enough for them to look forward to at the end of the day, gives the author great happiness. Mother prepared him for marriage and motherhood as nobody else ever could. The researcher now makes sure that he passes on to his daughters the little joys of homemaking: although the author doubt he can match his Mother in this! Without his Mother’s encouragement, the author would never have considered going o n to college after completing High School. The researcher was not a brilliant student, and did not think that he had it in him to excel at academics. It was Mother who inculcated in the author the belief that it is education which can lift a person’s life to higher planes of success and fulfillment. Every ‘A’ the author secured in school was celebrated at home with a special cake. Mother would keep emphasizing that hundreds of options waited for the author in the world of academics, and he only had to spend time and thought on what he wanted to choose.

Financial Management Essay Example | Topics and Well Written Essays - 1750 words - 1

Financial Management - Essay Example The purpose of this paper is to examine the impact of globalization on poverty in India. The paper is divided into two parts. The first part, which is assorted of backdrop, provides some theoretical insights into the rationale of economic reform. The second part examines the impact of the reforms in reducing poverty in India. Indeed, the issues of reduction of poverty and inequalities, economic, social and regional, had been the prime concern during the struggle for independence and were used to give effect for social mobilization as well. They also found a prominent place in the five-year plan documents of the country. Any regime, be it market mediate, or state o socially mediated has to be judged in terms of its impact on poverty and inequalities. Indeed, people are the means as well as the end of development. This paper explores that economic reforms that seek to usher in globalization are not directly addressed to poverty. The acknowledged logic of globalization as rationalized by IMF and World Bank is expressed in the two concepts, stabilization and structural adjustment. Related to that is a rule-based operation of free trade and â€Å"trade-related† services, globally promoted and administered by WTO through a series of multi-lateral agreements. Two IMF theoreticians have defined stabilization program as a package of policies designed to eliminate disequilibria between aggregate demand and supply in the economy, which typically manifests itself in balance of payment deficits and rising prices.

The person who has touched and molded your life and made the author Essay

The person who has touched and molded your life and made the author the person you are today - Essay Example The author describes his mother. She uses gestures naturally and her face displays hundreds of emotions. Language then stops being a barrier to her. She can enter into a conversation with anybody, and get across her messages more effectively than many native speakers of English. The author’s Mother is my role model in life. To the author, his Mother is associated with the fragrance of lavender: her favorite soap. This fragrance has always filled our home, and little sachets of dried lavender would be kept in the drawers and shelves of the wardrobes. Even when the author is in a public place, the smell of lavender always brings with it a feeling of comfort and warmth to him, and fills him with the confidence to face all the trials of life. It is this feeling of security and courage which is the greatest gift the author’s Mother has given him, making her the most memorable person in his life. The researcher was born when she was thirty-eight years old. It is a tribute to her determination and strength that the author was delivered naturally, without any surgical intervention, although Mother was past her prime in child-bearing terms. The conditions of the author's birth are typical of the attitude his Mother shows in every aspect of her life. She is always determined to do things in her own way and stands by her decisions. She does not believe in making a fuss over things. When the author was a little girl, cuts and bruises would be treated with disinfectant, a kiss and a strip of Band-Aid, and the author would be matter-of-factly sent on his way. There was no encouragement to self-pity: only a steadfast resolve to bear pain stoically. She inculcated in the author the belief that any suffering is only temporary and will pass. This early molding now anchors me when the storms of life threaten to overturn the author’s boat. Although it may sound old-fashioned in these days of feminism and emphasis on equal opportunity, the author’s Mothe r taught him the importance of cooking, cleaning the house and helping with every household chore. The researcher may have resented this when he was in school and his classmates were not compelled to do the dishes, sew missing buttons on shirts, or taught to make simple dishes and cups of coffee. But now that the author has his own family, he realizes that his Mother laid the foundation of a happy home by bringing the author up to appreciate the values that bind a close-knit family. Taking care of his family, cooking their favorite dishes, and keeping a home comfortable and warm enough for them to look forward to at the end of the day, gives the author great happiness. Mother prepared him for marriage and motherhood as nobody else ever could. The researcher now makes sure that he passes on to his daughters the little joys of homemaking: although the author doubt he can match his Mother in this! Without his Mother’s encouragement, the author would never have considered going o n to college after completing High School. The researcher was not a brilliant student, and did not think that he had it in him to excel at academics. It was Mother who inculcated in the author the belief that it is education which can lift a person’s life to higher planes of success and fulfillment. Every ‘A’ the author secured in school was celebrated at home with a special cake. Mother would keep emphasizing that hundreds of options waited for the author in the world of academics, and he only had to spend time and thought on what he wanted to choose.

The Planned Economy VS. The Free

The Planned Economy VS. The Free Market Economy Essay The Planned Economy which is the economy that the government organises is very different from the Free Market Economy where the private sector is in charge and owns firms etc The planned economy is better in the sense that people are less stressed due to not having to worry about their next meal or other, due to the government supplying their basic needs like housing, medical care, food, clothes, education, a job, so nobody is unemployed yet all get paid the same amount more or less. People are not paid very much, maybe 3 dollars per month, but it is all that is needed, countries like Cuba get most of their countries money from tourism, and still have fairly good public education, a good transport system and it is said that they have excellent medical care, and people in Cuba get all medical care needed for free including operations and medicine. Meanwhile in the free market economy their are very poor people in the lower classes that have absolutely no food and could starve to death, and the very rich that are to involved in themselves that they do not care about others. but it is also better because their is freedom of expression. You also get paid according to how hard you try and the effort you put into things. Their is a better allocation of resources because each business or firm tries to allocate resources in a better way due to competition, trying to produce either more at a better quality for a lower price or just trying to be better than somebody else, and selling your better quality goods. This is good because their is a variety of choices and better quality good than their would be in a planned economy because in a planned economy everything is the same for everybody. I believe that the better economy is the Free Market Economy is more challenging.

Cross Cultural Marketing Communications

Cross Cultural Marketing Communications EXECUTIVE SUMMARY This report addresses a project that elaborates Cross Cultural Marketing Communications with reference to Global perspective. It also includes an extensive study done on HSBC Pakistan enabling readers to closely understand the Think Global Act Local. A major programme of market research was carried out to assess the same. The main aim of this study was to explore the factors and considerations which give rise to local strategies development in marketing communications. In order to achieve the above mentioned primary secondary both researches were carried out. In primary research qualitative research was carried out which includes interviewing marketing officials of HSBC bank. The data collected was analysed closely to produce valuable findings. The research revealed that it is extremely important to have knowledge of local cultures and customs when entering in global business. The research identified substantial factors which matters while entering in a different cultured place. This confirmed that a general service like banking can also be moulded for customers in such a way that they will give preference to a service which cares about their local values. INTRODUCTION Of all the business trends spilling over from the 20th to 21st centuries, that of globalization is the one most likely not to be labelled as a fad after several years. The emergence of the global marketplace inevitably advances, bringing with it revolutionary change in the ways that many organizations do business. Harvards Theodore Levitt said more than a generation ago that the purpose of any business was to first attract, and then keep, a customer; globalization brings a wide range of possibilities to the process of attracting those customers. In the process of attracting customers in international markets it of course is necessary for businesses to enter those nations where the markets exist. We can talk all around the cultural differences that exist among the worlds people, but the bottom line is that people with different cultural backgrounds have different perspectives. The purpose here is to evaluate the statement. The language of comparative management seeks to represent the management systems of the other. It pretends to be an objective representation of those systems, but it can only talk about them in a language informed by its own localized and historically situated ontologies, epistemologies and moralities (Westwood, 2001, 242). And to examine the case of HSBC Worlds Local Bank the practices of HSBC will be explored in context with the local culture of Pakistan and what changes were made in their Marketing and Advertising program exclusively for Pakistan, as Pakistan is one of important and emerging countries of Asia. Since cross-cultural marketing is of great importance in this era of globalization many researches have been carried out in this field. Previous researches have not provided sufficient explanation for the cultural factors and practices of HSBC Bank Pakistan. This paper attempts to fill the gap by finding and studying the local practices of HSBC bank and how did they manage to cater the needs of local public. This paper starts examining the importance of cross cultural marketing efforts and the differences found in inter cultural markets. In chapter two consumers and the perception process is discussed with reference to cross cultural aspects. There are several issues which are to be explored in cross cultural marketing which will be discussed in chapter three. The case of HSBC bank and its claim of being worlds local bank will be explored in chapter 4. At the end of this paper recommendations and conclusion will be given based on the research and literature review. CHAPTER 1: BACKGROUND 1.1 Cross cultural marketing and its importance Futurists, marketing gurus, demographers, even social scientists generally agree that virtually all research, but especially marketing research, depends on the population involved, specifically the consumer. Books on the weekly best sellers list and the most popular television programs provide directional signals to the future. Trend expert and futurist, Faith Popcorn regularly asks her clients whether or not they know what their customers ate for breakfast, how many kids they have, what are they thinking about and what their the three biggest concerns in life. If the answer is no, you dont know how to sell to them, Popcorn (1996) says. To understand consumers, you have to know what they are eating, how they are living and how they are shopping. Listening to the customer, understanding what he or she is all about, will help you future fit your company (pp. 7D). Generalities, Popcorn says, are what ultimately gives most companies grief. Mass market is overthe future is about individualization, she explains. We have entered a time of one-on-one or customized marketing (7D). It is simple commonsense to realize that such must also be the case in the process of cross-cultural marketing. To make assumptions about a particular target audience or market is flirting with marketing disaster. This is of even greater importance when the marketing is taking place across cultural barriers that might include language barriers, socio-economic status, religious beliefs, or other forms of restrictions that neglect to include the important component of who people are and what are the circumstances that have made them the way they are. The smart marketing professional fully researches and plans for cultural differences. Without that knowledge or without the understanding associated with such knowledge, the likelihood of a successful marketing campaign or product launch become increasingly more discouraging. No single aspect of product and service customization is more important, or more obvious, than that of the unique differences encapsulated within the cultural differences and particular influences based on larger issues associated with the society in which the consumer is born, raised, and educated. Certainly, a consumers preferences are developed in light of his or her opinions and experiences that are then influenced by the realm in which that consumers own personality and preferences are shaped. It is always important to remember, especially when looking at the larger product development framework that encompasses marketing that purchases are not necessarily about the item or service purchased. Of far greater interest to the consumer are the costs, the utility, and the popularity of any given item and not necessarily in that order. Shopping and consumption have become tied up with far more factors than need, utility, or amusement. Complicated issues such as sexuality, status, and self-esteem are connected to the purchases of everything from cars to handbags. Regardless of whether such a statement is accurate for any single individual or particular group of individual .It is a fact of life in retailing, in marketing, in all aspects of human interaction for most consumers, especially those most influenced by the commercialism of Western societies. As people across the globe gain better understanding of one another, it seems especially arrogant of an organization launching a marketing campaign without thorough research into the markets characteristics and features. It is obvious why the best companies are often those with the best access to the best information. The Information Age has drawn the world together, in at least one way. The fact that people around the industrialized world are well-aware of the products and services that are desirable and exist in other parts of the world. Unfortunately, those selling the products, whether those are industrial machines or womens lingerie are less aware of their consumers than the consumer is of then. As long as that lack of equilibrium is in place, the marketer faces an uphill battle. According to Ryan (1996), all too often, consumer research has been preoccupied with empirical issues and neglects the experiential perspective of consumers as individuals influenced by their cultures, upbringing, and lifestyle. This reflects a fundamental difficulty in consumer research that them leads to a lack of understanding of the context of the consumers cultural bias, preference, and understanding. The marketing specialist must always ask who or what is the consumer? However, the marketer must also be well aware of what factors have made the consumer think and act in the way he or she does. Without such an understanding of cultural issues, a product or service enters a market with a definite disadvantage. Malhotra, Agarwal and Peterson (1996) also warn that methodological issues have had the historical tendency of restricting the most positive and forward-thinking progress of cross-cultural marketing research. Cross-cultural research is best addressed through specialized analytical methods such as structural equation modelling and conjoint analysis. New methods, however, should be based on validated theories to benefit cross-cultural research. Researchers are encouraged to develop new methods and theories that are based on the cultural circumstances they are dealing with, as well as the information that makes such cultural concerns different or in need of modification from any other marketing process. The persuasiveness of any communication can be increased much more easily and dramatically by paying attention to the content (and the relation of that content to the dependent target variable) than by manipulation of credibility, attractiveness, fear, self-esteem, distraction, or any of the other myriad factors that have captured the attention of researchers in the area of marketing communication. Keeping these factors in mind, specific, qualitative research methodology must be employed in order to assure that the unique concerns of this equally unique culturally specific demographic are addressed. Recognizing that such a segment of the population requires a multi-faceted approach in terms of any meaningful research, the first baseline data should be gathered from a cross-national diffusion analysis since basic cross-national or cross-cultural diffusion analysis plays an integral role in determining the success of newly-introduced products in the market. According to Kumar, Ganesh, Echambadi (1998), evaluating cross-national/cultural factors does not only help firms determine market trends but also help them ascertain the period of time by which products are adopted in different parts of the country. However, it is safe to say that three key factors for successful cross-cultural business will always play a part in that atmosphere: recognition of the other partys difference, the need to remain culturally neutral, and respect for the cultural norms and/or behaviours regardless of potential emotional stress and discomfort. Marketing strategies must be sensitized according to the cultural norms and taboos of other societies, while considering their cultures languages, work schedules, tastes, religious beliefs and lifestyles. In most parts of Latin America, for example, social relationships must be established before the process of engaging in business. 1.2 Inter cultural marketing differences Every society as a cultural heritage that prescribes certain broad patterns of behaviour. These patterns extend to such diverse areas as sexual roles, dress, food habits, recreation, patterns of authority, status symbols, artefacts, attitudes, motivation, and use of space and meaning of language. We are accustomed to the practices and configurations of our own culture and, when deprived of them, are often unable to deal effectively with our environment. (Kenneth Runyon). Alvin Toffler refers the phenomenon of culture shock as the psychological effect of suddenly finding ourselves without our accustomed cultural support. Customs and culture can be even stronger than laws. When advertising to children age 12 or over was approved in Germany, local customs were so strong that companies risked customers revolt by continuing to advertise. (W Wells, Burnett J Moraity S) Every society has different set of cultures which companies and organizations have to keep in mind while developing their marketing and advertising strategies. Companies that are starting to do business in the Middle East have to learn new selling methods because the region is so devoutly religious. There are major restrictions on how women are presented in advertising. Many Asian cultures emphasize relationships and context. To be effective, the advertising message must recognize these cultural differences. (W Wells, Burnett J Moraity S) Values in a society continually change and are sometimes dichotomous. For example, as the median age of the population increases (the aging of baby boom generation), modifications in values are readily evident. While being tolerant of sexuality and other more liberal concepts, millions of Americans are, at the same time, returning to more traditional values and embracing some form of religion or spirituality. After decades of materialism and self-indulgence, many baby boomers are searching for meaning. Even younger members of society are changing. Many have embraced greater levels of temperance in terms of drugs, alcohol and sex. The restructuring of values in society presents three challenges for marketing experts. The first is to monitor for changes so that the company is aware of what is happening in the society. The second is to create products and services compatible with changing values. The third is to design marketing messages that reflect and build on the value target markets and individual customers hold. (Kenneth Clow Donald Baack). CHAPTER 2: CONSUMERS PERSPECTIVE 2.1 Consumer behaviour to cross cultural marketing The development of any product or service will be dependant on the behavioural attitudes of the buy consumers. These may influence the development, demand change or impact on the way in which marketing takes place. The development of many different products and services can be seen to demonstrate these changes. The way in which a purchase decision is made can be seen to encompass the different attitudes of a purchaser, and as such it will impact on the way the product is perceived and the need for companies to satisfy consumer needs or appeal to their desires. Research into this area has identified that the process that goes on in this black box is usually undertaken in one of two ways. This may be by the category-based evaluation or piecemeal processing (Hadjimarcou et al, 1999). Category based decision making is a method of evaluating a product (Hadjimarcou et al, 1999). For example a consumer may be in a supermarket considering which brand of coffee to buy. The category based process will involve the consumer will make use of the existing knowledge or memories that they already have regarding the product (Hadjimarcou et al, 1999). They may remember that a particular brand of coffee was associated with fair Trade, or received a good review in a food and drink magazine. It is worth noting that this will also reflect political changes and different fashions or trends. Advertising plays a part in this process as it gives the consumer a knowledge or perception of the product prior to the consumer arriving at the supermarket (Kahn, 1998). Even though this may not be remembered consciously the consumer may have this clue or memory stimulated when they see the packaging of a make, or make the association (Hadjimarcou et al, 1999). The advertising may be to associate with the product the company name or the brand. One example of the way advertising may be used is that of Chevron, who probably spent five times the cost of its environmental initiatives on publicity (Dadd and Carothers 1993,483), many of which were legal requirements. Other companies, such as Body Shop (Bartlett C, 1991), or Ben and Jerrys (Zinkhan and Carlson, 1995), have embraced environmentalism more sincerely approaching it in differing ways and as such create a more positive image that may be remembered when making a purchase decision. These have been as a result of the increase public awareness of the need for care of the environment, which has been propagated by non governmental organisations as well as the government. This shows how consumer states and behaviour change the way products are developed. If we consider the Bodyshop as an example, although the reputation was one of environmental policies and good practice, it was developed this way due to a perceived gap in the market, not out of an altruistic concern for the way business took place. Therefore, business follows the consumer demands. Likewise, Chevron cynically used the steps it was legally obliged to take to give an impression of an environmental business in order to increase its reputation and increase sales. There are also other trends that we can see take place, one only has to look in a UK supermarket during a dispute with France to see the way that the impression given by French products and the association with the dispute will decrease the demand for them. Here we see that there is also a strong indication that stereotyping may play a role in the consumer choices (Hadjimarcou et al, 1999). This may be seen as a strange kind or justice, after all the advertising companies have been stereotyping consumers for long enough. The second process is the piecemeal process, this may be seen as a more thoughtful approach, but it is still prone to influence form consumer behaviour (Hadjimarcou et al, 1999). In this process the consumer takes into account the different characteristics of the different products (Hadjimarcou et al, 1999). Our consumer looking for coffee may therefore look to see if it is decaffeinated, what the flavour strength and type is described as and possibly even the usefulness of the jar after the coffee is used. Today it is popular for a shopper to look to buy tuna with a dolphin friendly label indicating that dolphins were not harmed in the catching of the fish. The increased awareness of environmental factors has informed the consumers and increased the demand (Kotler, 2003). The same may be said of many other product, hence the increased appearance of low fat foods and low sugar foods, emblazoned with labels to tell the consumer that they have the characteristics which the consumer may find as desirable. The same is also true of health food, increased government and health advertising has emphasised the role of diet and health, as such there has been increased demand for products that are high in fibre, free of artificial preservatives and natural. The development of new ranges have also reflected changed consumer behaviour. A good example of this is the luxury food sold in supermarkets. These were once small lines with only a little interest shown in them. However, when the economy suffered a surprising event took place that indicated these were not ordinary goods but giffen goods. Normal goods will see sales drop when either their price rises or there is a decrease in disposable income and the relative price can be seen as increasing (Nellis and Parker, 2000). When the economy took a downward trend these good increased in sales, with demand for a better selection. The pattern was seen as a result of a reduction in visits by the consumers to a restaurant, this was seen as an acceptable substitute, good quality food, already prepared, but cheaper as it was bought and then cooked at home. This was a piecemeal decision as in many cases the prices were compared either form memory and the purchase was considered, The change in behaviour also instigated new ranged and developments of increased provision of these luxury brands. For example in the UK, each supermarket now has its own luxury brand, such as Tesco with their finest range. The aspect of price will also be seen as part of the process, this may be due to the perception of the brand as an expensive or cheap brand (stereotyping), as will the image of the product gained from the packaging and the advertising (Kahn, 1998). This was also a part of the rise of the luxury food market. The need for information and the way this is acted upon can also influence markets. A good example of this may be seen as the Dyson vacuum cleaner. This was the first vacuum cleaner to be patented with a bagless system. Turned down by major companies such as Electrolux the company started up producing the vacuums in a shoestring, with straightforward advertising the took pace by way of an explanation of what the product was. This become a popular product, so much so that competitors, such as Hoover broke the patent to start supplying similar products due to the change in consumer tastes and their demand for this type of vacuum after understanding exactly what it was and how it worked. These different decision methods may be seen as not mutually exclusive, they may interact with each other, and the decision maybe based on both, especially if the purchase is a large single purchase such as a television or a washing machine. However, they also embody the different behavioural attitudes of the consumer which manifest n the different purchase decisions. It is only when understanding this complex interaction of values beliefs and trends that a company can develop products that will sell and market them in the right way to the right target audience. The change is often seen as driven by new products, but the real change can be seen in the way that the consumer behaves, after all, if a new product is developed, but does not succeed it will not impact on the overall market, whereas changing attitudes will force change in the suppliers. 2.2 Perception based on cultural backgrounds Perception is important in communication because perception affects the way we understand events, others and ourselves. Our perceptions are unique because of physiological factors, past experiences, culture and co-culture, and present feelings and circumstances. Two computer programmers, each of the same race and from similar socioeconomic backgrounds, are likely to communicate with each other differently than if either was addressing a member of another culture or presenting a project report to a committee overseeing a project of which the programmers work was a part. Communication can be complicated when those involved are merely from different regions of the United States. When they are from totally different countries, then often it is wise to adopt highly formal speech and manner so as not to inadvertently offend the other party. We have found in recent years just how far the East is from the West in so many respects, including the manner in which different cultures go about conducting business. Following are examples from Germany and Japan. German fortunes have risen and fallen throughout the 20th century, but Germany remains the wealthiest and most highly populated of all the European nations. Despite its former political divisions, Germany consistently has been known for more than a century for its precision engineering. Whether the product is Daimler or BMW cars, photographic equipment or Siemens Medical equipment and applications, German engineering has been and remains an envy of much of the Western world. Germanys approach to engineering is not to reserve expertise only for the most promising or profitable industries, but to steep all of German industry in excellence. This tradition extends to textile machinery as well; Germany both imports and exports such machinery, commonly regarded as some of the best available in the entire world. Business travellers would do well to equate the precision of German engineering to the manner in which Germans prefer to conduct their business transactions. They are precise in information and punctuality, and a business meeting is just that. It is not a social occasion; the issue of small talk is one foreign to them. Whereas zeroing in on the point of a meeting would be bad form in Japan or China, it is expected in Germany (Sabath, 1999). Morrison, Conaway and Borden (1994) urge business people to remember that Germanys superlative engineering is not instantaneous, but is the product of a long, laborious process that literally can go on for years. The German reputation for quality is based (in part) on slow, methodical planning. Every aspect of the deal you propose will be pored over by many executives. Do not anticipate being able to speed up this process. This slowness extends through all business affairs. Germans believe that it takes time to do a job properly (Morrison, Conaway and Borden, 1994; p. 130). There is a vast difference between the business culture of todays Japan and that which first set Detroit on its ear in the early 1970s. Then, quality was paramount, and Japanese businessmen were inscrutable. They spoke of quality, honour and courtesy, and they required any foreign business entity wishing to do business with them to convert to their approach, or at least adopt their approach in soliciting them. Japans business culture is in a state of flux at the current time. Traditional values still hold great influence, but they are gradually being shoved aside by the realities of the state of Japans economy. Some things apparently never change, however. Managers in Japan think that if people dont know about something, then the best thing to do is cover it up, says Shuji Oida, a specialist in crisis management with Cosmo Public Relations in Tokyo (Butler and Hadfield, 2000; p. 36). Despite all of these changes, however, the traditional Asian perspective still is paramount in Japan. As stated earlier, the Japanese regard silence as a useful tool and not a reason for any discomfort. Perhaps the most problematic aspect of the Japanese personality is the reluctance to be negative at all. The statement, Ill consider it may well be a no in disguise (Morrison, Conaway and Borden, 1994). The Asian character persists in Japan of course, though Japanese business is much more Western than in the past. Connections are important, as is relative rank. Traditions seem to fall away with each passing year in the US, but other areas of the world are far more committed to their own traditions. Whether springing from their long histories or their own views of their systems superiority makes little difference. The fact of globalization is a stable one, and it will be necessary for anyone hoping to be successful to be fully aware of culturally-based differences in perceptions and how they colour communications between people. CHAPTER 3: ISSUES IN CROSS CULTURAL MARKETING 3.1 Language in cross cultural advertising The second model of international adverting emphasizes the cultural differences among nations. This school of thought recognizes that people worldwide share certain thoughts, but it also stresses the fact that these needs are met differently from culture to culture although the same emotions are basic to all humanity; the degree to which these emotions are expressed publicly varies. The camaraderie typical in an Australian business office are frowned on in Germany, where co-workers often do not use first names. The ways in which we categorize information and the values we attach to people depend on the things and settings in which we were raised.( William, Jhon Sandra) How do cultural differences relate to advertising? According to the high-context/low-context theory, although the function of advertising is the same throughout the world, the mission of its message varies in different cultural settings. The major distinction is because of high context cultures, in which the meaning of a message can be understood in a specific context, and low context cultures, in which the message can be understood as an independent entity. (William, Jhon Sandra) This model helps explain the difficulties of advertising in other languages. The difference between Japanese and English are instructive. English is a low-context language. English words have very clearly defined meanings that are not highly dependent on the words preceding them. In Japanese, however, a word can have multiple meanings. Listeners will not understand the exact meaning of a word unless they clearly understand the following sentence that is the context in which words is used. (William, Jhon Sandra) Advertising message constructed by writers from high context cultures might be different to understand in low context cultures because they may offer too much detail to come to the point clearly. In contrast, messages authored by writers from low context are less difficult to understand in high context because they omit essential context details. (William, Jhon Sandra) Discussing the Japanese way of advertising, Takashi Michioka, president of DYR agency of Young Rubicam and Dentso, put it this way: in Japan, differences among products, does not consist of explaining this words the point of difference is competing products as in America. Differentiation is achieved by bringing out the appeal in the commercial- the way they talk, the music, the scenery-rather than emphasizing the unique features and dissimilarities of the product itself. (William, Jhon Sandra) Companies that want to understand how consumers think and make decisions about products conduct sophisticated consumer behaviour research, to identify their consumers, why they buy, what they buy and how they buy. (William, Jhon Sandra) It also is a visual road map for this chapter. We first explore the target market and then examine social, cultural, and physiological influences on the consumer behavior. 3.2 Communication style in cross cultural advertising The influence of culture on communication is well documented by researchers in many disciplines. One of the most difficult challenges for international marketers is communicating to people of diverse cultures. Cultural differences may exist not only between nations but also within a nation itself. Such cultural and micro cultural differences present a formidable challenge to international marketing and advertising practitioners because the value systems, attitudes, perceptions and communication of individuals and groups are all culturally shaped or influenced (Samover Porter, 1991; Tan, 1986). As research indicates, advertising, a form of social communication, is also influenced by various elements of the originating culture (e.g., Frith Wesson, 1991 ; Hong et al., 1987; Mueller, 1987; Rice Lu, 1988; Tanseyetal., 1990). On the other hand, cultural values may determine the differential meanings that people derive from advertising messages (Cundiff Hilger, 1984; Hornik, 1980; McCracken, 1986; Onkvisit Shaw, 1983). Advertising may also shape or affect the values of its consumers over time (Ewen Ewen, 1982; Ferguson et al., 1990; Pol lay, 1986, 1987). In his research reports, Pollay stated that advertising was a distorted mirror in that it reflects only certain underlying values and lifestyles. He also noted that advertising was a distorting mirror as well, because it strengthened those values by providing reinforcement, and p. 108). It is well documented in many disciplines (e.g., sociology, cultural anthropology, mass communication, marketing, cultural studies, semiotics) that advertising reflects and reinforces many of the social values, norms and stereotypes of its audiences (Coser et al., 1987; Holbrook, 1987; McQuail, 1994; Mueller, 1987; Vestergaard Schroder, 1985). Two well-known semiotic researchers, Fiske and Hartley (1978,1980) noted that advertising does not represent the researchers pointed out that advertising insists on an idealized goal of achieving personal happiness, success and security, and it does this by first depicting a world-o