Effect of Culture in the Formulation of Marketing Strategies

Effect of Culture in the Formulation of Marketing Strategies Introduction As a student of business administration and having experienced the multicultural cosmopolitan life in London, U.K., marketing strategies of various multinational companies have always intrigued me. These marketing strategies are more challenging for small and medium sized enterprises. Hence I am motivated to research on various marketing strategies focussing on Culture to determine how well an organization working under stressful economical conditions can formulate successful marketing strategies. After careful research and study small and medium sized enterprises can focus their marketing by understanding how culture influences consumer psychology. Consumers are influences by various external factors like demographics, age, geographical location and culture is an outside influence on the consumer. According to Professor Lars Perner of Marshall School of Business the study of psychology of how the consumer is influenced by his or her environment is important for companies to improve their marketing strategies. (Perner) By understand culture, we can develop and better streamline marketing strategies/campaings to reach the customers more efficiently and aggresively. Aims The aim of the research effort is to better understand consumer behaviour which includes research of the buyers decision making process. It will include understanding the psychology, socio-economic background (from consumers in India) and other factors. There are two distinct influences acting on the consumer during the decision making process namely internal and external influences Internal Influences: These types of influences are caused by the consumer demographics, personal lifestyles, educational qualifications, financial conditions etc. External Influences: The outside factors that act on the consumer are referred as external influences. These are caused by culture and sub-culture, geographical location, gender, ethnicity and social class. As mentioned earlier Culture plays an important role in the consumer decision making process and the aim of this research is to better understand and possibly provide some suggestions so that small and medium sized companies can better formulate their marketing strategies. Objectives I hope to present a clear and definite picture on how various enterprises can attain better financial results by focussing and developing marketing strategies which are inclusive of all cultures, sub cultures and consumer social classes. By explaining consumer behaviour more clearly and making it adaptive to our fast changing economical and financial situation I hope to provide solutions for marketing successfully including possible consumer research methods. I would like to use the survey mentioned in the methodology section to understand consumer behaviour. Due to my inability to reach out to consumer/survey volunteers in U.K. and/or USA I might restrict my findings to India but I would hopefully be able to support my solutions using use cases of already successful marketing strategies. Literature Review Following globalization regional small and medium sized companies in India, USA and the UK are under increased pressure to formulate better marketing strategies. In India dimensions of marketing are fast changing. As literacy rate is increasing there is increased consumer awareness. Therefore industries face new challenges. Retail markets are now flooded with retail chains posing serious threat to traditional businesses. Consumers are now experiencing elevated service level as service sector is adopting market-focussed approach. These fast changing scenario is creating lot of changes are expected to take at a fast pace. In this context, it is important for small and medium sized enterprises for adopt and change rapidly. Changes come at a price and are not easily acceptable. It is my effort to provide struggling firms to follow simple steps to design efficient marketing strategies. Marketing is the key for successful businesses. My knowledge about different marketing strategies and related topics is based on my review of available research papers and books written by economists and philosophers. My research concludes with books and websites on consumer behaviour. I have also researched and understood the role of culture and subculture based on my finding and hope to bring a new perspective in formulating marketing strategies for small and medium sized enterprises. Lars E. Perner and is Professor of Clinical Marketing with University of South Carolina, USA. He motivates me with his research available on the web at http://www.consumerpsychologist.com/. In the introduction to Psychology of Marketing he presents some ideas which I have tried to explain further using additional references based on my research which are duly referenced in bibliography section. His work helped me build the foundation of this thesis. Consumer should be the centre and possibly the only point of focus of any marketing campaign. Perner briefly describes the role of culture and subculture. Though it should be understood from a different perspective for Indian enterprises, some of the thoughts can be applied generally. The idea that subcultures in India have distinct identity and can be identified uniquely from their heterogeneous group forms a major challenge for marketers. In the section Formulating Marketing Strategies, I have described in detail how one can ensure to include different major and minor motives that at acting on the consumer during the decision making process to design good and appealing marketing campaigns. I hope that this succinct attempt will motivate and encourage readers to focus their marketing campaigns using suggested methodologies to include various segments as mentioned in the Consumer Culture and Subculture section. Another primary source of my research and motivation is a book written by Matin Khan. It was published in 2006 and presents a perfect picture about Indian consumers and their influences. After reading this book, I have realized that it is very challenging to completely understand Indian consumers at any point. Yet, the complexity is resolved when they are segmented based on factors like geographical location and dialect. There are more factors which are useful in market segmentation and I have listed them under the section Application of Consumer Behaviour Information of my thesis. In his book Consumer Behaviour and Advertising Management, Khan discusses about consumer behaviour and its importance for companies. He writes in detail about its application and market analysis. In the chapter 2 Psychographic or Lifestyle Segmentation Khan writes in detail about Indias family structure and how marketers can use the familys socio-cultural behaviour in their favour in defining winning marke ting strategies. I am an Indian and Matin Khan helps me explore my heritage and culture by carefully exploring the hidden motives that influence my decision making process when I try to purchase any asset for my family. In his chapter Concept of Culture and Subculture, Khan made an attempt to draw a parallel and to find common characteristics amongst different Indian cultures and subcultures. My research however has helped me conclude that culture and subculture are in changing continuously and their likeliness and differences will vary from time to time. Hence, marketing strategies based on common characteristics in subcultures may not be relevant throughout the tenure of the product. In such scenarios, the strategies have to be evaluated time to time and changed accordingly. In order to further understand consumer behaviour I have further researched Ray Wrights book called Consumer Behaviour. Wright writes in detail about buyer behaviour. Examining the study of consumer behaviour is important to demonstrate the roles of customer and the market economy in designing successful marketing campaigns. Firms should compare, evaluate and analyze to relate consumer behaviour and natural and social sciences. It is necessary to individually research all the factors that influence the consumers decision making process. India is now a part of the World Trade Organization (WTO) and with Capitalism dominating all the leading economies of the world; it is becoming challenging for Indian firms to adjust to the pricing provided by the Chinese counterparts. However, the idea of swades [1] is becoming more and more relevant to Indias educated classes. Hence, there is an opportunity to design marketing strategies which exploit this consumer behaviour to increase market shar e and product line-up. The societal benefits includes adaptation and reengineering of various industrial equipment imported by India for its growing economy as the rules relating to intellectual property are not yet clearly defined and implemented by Indian legislation. Though this might change (I do not condone), it is worth mentioning how Indian companies have adapted and to sudden changes in customer behaviour following liberalisation of Indian economy. Wright also explains about the consumers central position within the free market system. India is not yet a product driven market[2] and therefore marketing campaigns designed for various countries may not be equally appealing to Indian consumers. After carefully designed marketing strategies are rolled out, it is important to maintain and sustain those efforts. Hence, marketing management small companies will have to look into as well. Robert D. Hisrich is a Garvin Professor of Global Entrepreneurship and writes about the challenges in managing marketing in his book Marketing. He writes in detail about various methods in marketing research, packaging, pricing scenarios, best practices in advertising and distribution. This secondary source is very essential to enhance my understanding of stages of marketing after strategies are rolled out. In various aptly laid out chapters, Hisrich discusses the small and medium sized industries and external marketing environment affecting them. Effective planning is super important. This book provides supporting information for my thoughts in market segmentation. Unfortunately, this book is published in the USA and does not consider Indian market scenario. Therefore, I have used this book a s a secondary reference. My emphasis for market segmentation can is extension of the information provided in Analyzing Markets and Target Marketing. This book has enhanced my understanding of consumer behaviour from business intelligence perspective. It has expanded the role of marketing by focussing only on the behaviour of the consumer. As a reader I am presented with insightful information that makes me wonder if I should keep track of every consumer motive to design better marketing solutions. Hisrich explains in detail about theoretical models in understanding consumer behaviour. This includes Stimulus-Response Model Learning Model. It is based on the sequential placement of the research steps like drive, motivation, stimuli, cu[3]e and response to fulfil consumer needs. In the psychoanalytic model we make an attempt to understand the complex consumer motives. Within one segmented market and for each product there exist different groups who buy the product for satisfying diffe rent needs. Some buy it for functional requirements and some for symbolic concerns. Maslows hierarchy of needs theory also explains how the needs of human beings can be categorized into physical, sociological and the self-actualization. Indian consumers are now starting to think more rationally on the lines of western consumers. They make decisions based on rationally perceived self-interests. They have range of products from Indian and foreign manufacturers and given the limited amount of money for attaining satisfaction by attempting to satisfy only limited number of wants from many needs. Indian firms, therefore, should make efforts to maximize these demands as mentioned in the book as utility maximization. Having understood the influences on the consumer, it is important to understand the Indian market and how it is different from the economies of the west. The biggest contrast is that companies outside India create a demand rather than responding to it. Unlike the west, Indian manufacturers are very quick to get into the market and exit as rapidly as shown by traders and their traditional trading mentality. Foreign companies should have a strong basis for understanding Indian domestic market. It will ensure they are able to best penetrate it. Indians are more welcoming to new ideas and approaches. The consumers are reasonably receptive and reasonably enthusiastic. More comparisons about western and Indian consumers are explained in detail using case studies in Paul Daviess New Business in India. In a guide to marketing in India, Davies has insights of an economist and the discourse of a writer. He writes about the Indian feeling about competition from China which is accounting for st range consumer behaviour. Such behaviour is making domestic Indian firms start thinking about hurdles while entering the Indian market. They are too high and very risky. Yet there is a opportunity to explore. Davies poses questions about Indian market to prospective firms in India, questions to ask yourself (while entering Indian market) are the one of whether you can either complement Indian businesses or offer a competitive position that will enable you to establish your business. Putting this in context of my example of Maruti Suzuki, though Maruti hold the key position since 1984, Hyundai Motors India Limited (HMIL) was successfully able to offer consumers with its Santro model, and has gain prominent market share. As of 2009, HMIL became the second largest automobile manufacturer and largest exporter of automobiles in India[4]. Similarly, scores of life insurance companies are setting up franchises to cater the needs of demanding Indian consumers. Indian manufacturers need to have some competitive edge over their competitors to capture and expand their market share. It is my effort to provide some guidelines and suggestions so that they can adapt accordingly. For traditional Indian businesses it is important to understand their areas of competitive advantages. India has vast amount of natural resources. According to P.N. Mari Bhatt in Indian Demographic Scenario 2025, Institute of Economic Growth, New Delhi, there will be more than 882 million people in the age group of 15-64 years. The age of retirement in India is 64 years. So the workforce will near one billion Indians. Therefore I conclude that Indians to have superior skills, specialized knowledge, customer orientation, trade relationships and technical expertise. Indias abundant resources are made of extensive coverage, economies of large scales, availability of global financing schemes, and ease of foreign direct investments (FDI). This together with current cost and in tellectual property niche gives Indian manufacturers head start and leading ground. In the fifth edition of Marketing Book, the author Michael Baker makes these subtle rules for start-ups very evident. He includes notes and commentary on increasing focus on channel management, CRM, direct marketing, E-Marketing and communication integration. Indian manufacturers should also understand and develop methods to differentiate their products by providing superior product quality, more functionalities, impeccable after sales service, and wider range as discussed in the section Indian Consumer Characteristics of this thesis. Even for Indian manufacturers understanding the environment is the key to success. Constantly changing political scenario takes constant adjustments within the company to accommodate and comply with changing rules. Formal marketing audits should be carried out for market size and potential, customer behaviour, segmentation and supply channels. They should understand com petitors and should not assume their behaviour. There could be direct competitors, potential competitors, and their strengths and weaknesses. Side by product comparison helps in new design ideas. They should re-evaluate their own products and market position which will enable to compete aggressively. One of the biggest mistakes done by firms is their strategies and priorities are constantly changing and setting clear strategic priorities is necessary for continuous growth. Finally with products comes customer orientation. Baker writes (Companies should) develop customer orientation in all function. Ensure that every function understands that they are there to serve the customer, not their own functional interests. This applies best to all small and medium sized enterprises. They should focus on key indicators for performance and audit those often. Also in the same context it is implied that study of market needs market research. As a supporting document to my knowledge I have reviewed Introducing Market Research written by Paul Baines and Bal Chansarkar of Middlesex University Business School. After reading introduction I am now able to better articulate the marketing research and am able to appreciate the role that marketing research plays. In the chapters ahead, Baines and Chansarkar help me decide what and who should conduct marketing research for small and medium sized enterprises in the Indian market conditions. One common mistake firms in India repeatedly do is not being able to distinguish clearly between marketing research and market research. Market research is the research of the markets. Marketing research deals with analysis of marketing process. After market and marketing research it is time for strategic planning, which uses all the information collected during research. Strategic planning has five important elements; Product Strategy, Offer Strategy, Media Strategy, Distribution Strategy and Creative Strategies. India has Growing number of internet shoppers who necessitate small businesses to adapt these strategies in their favour. Edward L. Nashs Direct Marketing: Strategy, Planning, Execution is a great reference to understand each of these strategies. In its fourth edition, Nash explains how businesses can use internet and global marketing strategies to capture ground in this competitive marketplace. Internet is the newest form of direct marketing. Relying solely on the media can be catastrophic. Following the principles of strategic direct marketing we can create successful campaigns for any product and in any segment of market in India or any other country of the work. But it is very important to have a strategy clea rly defined. Earlier in India there was no co-ordination between product development team and the marketing team. The product development team rarely took information about the end user and the marketing team was responsible for selling it. Today, it is just the reverse. Product development teams are instructed to find products that can be marketed easily. The author takes example of Dell and Apple who allow users to configure the computers they would like to buy. The consumers tell the manufacturers what they want and it is made for them rather than buying preconfigured computers available in the market. This gives them the competitive advantage and greater market share. Something similar needs to happen in India. The author presents small businesses with retailing opportunity using the internet. There are many advantages associated with letting consumers buy products online. The physical store can be smaller but the online store can be vast with products that can be delivered just in time. Unlike traditional businesses where the consumers/end users are restricted, online shopping portals do not have geographical restriction. The online store is open almost all the time. Unlike physical stores, online portals can get a makeover almost instantly appealing to masses. It is very easy to gather consumer information as it is not a hassle when the shopping is being done online. Growing number of companies in India are switching to this model because of high cost of running physical stores. After speaking to business owners in Hyderabad and Kamareddy cities of Andhra Pradesh, India I have realized that businesses are looking for to a clearly and planned guide to marketing plan which is customized for them. Robert E Stevens, PhD is a Professor of Management and Marketing at University of Louisiana at Monroe. Along with his colleague David Loudan, PhD and Bruce Wrenn have collaborated to compose a Marketing Planning Guide. The book lays out step by step, wizard like actions for marketing planning. It introduces plannings importance in any organization and the formal marketing planning process. It has organizational considerations while marketing planning (organizational purpose, objectives and strategies, a look and current organizations structure, and market responsiveness). It introduces Indian businesses to database marketing planning using Hyundai Motor Company as an example. Types of data that we should keep information on and decision making process are well illustr ated. It also has steps one should have in any marketing research project. From the market analysis perspective we have to ensure thorough situational analysis, which has strategic implications of product and market analysis including sales and costs analysis of the product versus its competitor. As mentioned in my analysis, Professor Stevens lays strong emphasis on consumer analysis using market segmentation, lifestyle segmentation and introduces Market Grid Analysis to the small and medium enterprises. He also writes in detail about competitive analysis for establishing competitive advantage which is also discussed by Michael Baker. With increasing power to spend, Indias market is constantly increasing which gives every company an opportunity to succeed. An opportunity analysis should be carefully conducted identifying potential problems and opportunities. There exist internal and other risk factors that need to be considered. Companies should used data from situation analysis to set clear objectives for marketing. Companies should develop a strategy and also evaluate alternate marketing strategies. They should also evaluate other factors influencing the selected strategy. For manufacturers who offer variety of products, different product related decisions should also be made during marketing mix. Different product positioning strategies and quality based marketing should be initiated. Service strategy should be implemented and evaluated often. Improving customer service is the key to changing customers perception about the company. If the existing products need a makeover or change, relevant product line decisions should be taken. Distribution channels should be carefully selected and promotion decisions should be made only on the basis of target audience. Media and promotional media decisions should not be made without proper cause. For companies competing with Chinese manufacturers pricing also plays an important role in changing customers perspective about the company. Professor Stevens writes about penetration pricing and skimming pricing for making pricing decisions for new products. In designing successful marketing systems, companies should focus on the following four subsystems (departments) within the organization Organizational System: The super system which binds all other systems together and coordinates the interaction of all other systems. Marketing Planning System: This department identifies opportunities for marketing and should create consumer oriented plans. Marketing Control System: This system will monitor and audit performance of marketing plans to ensure marketing objectives are being met. Marketing Information System: This provides decision making information and data to all other departments of the company. Richard L. Sandhusen explains the importance of these systems in his book Marketing and explains why organization system harmonizes marketing efforts. It is because the organization system has infrastructure in which marketing analysis, marketing planning, implementation and controls can be efficiently coordinated. These can be customized for small and medium sized industries we have can more one or group of persons performing multiple tasks. These tasks should be divided once the company starts to grow. This books also talks about product design. The main consideration in product design is consumer preference. Companies should design what consumers want. Indian consumers are now expecting world class safety features in the cars they buy. Almost every car manufacturer now offers cars with air bags, and side impact bar. All those who were reluctant to offer have dealt serious loses. The main criterion for product competitiveness and profitability is pricing. Cost of labour and materia ls should be carefully used in the price of the product. Products should also be designed for compatibility as well. India is a large country with varied geographical and environmental constraints. There are different climates, and different measurements systems which should be considered during product design. The study of Indian marketing environment can never be adequate due to constantly changing dimensions. There are the forces that marketing managers should use to create and plan organization objectives. For Indian companies, microenvironment [Sandhusen, 2000][6] is the force that affects the ability of the company to serve its customers better than its competitors. The macroenvironment [Sandhusen, 2000][6] influence the microenvironment due to politics, economy, and changing culture and subculture. Finally, the game changing role is played by considering distribution systems. Unlike USA and UK, roadway and railway infrastructure is not very well maintained. Companies should make use of channel systems. In India, logistics are becoming the biggest deterrent to appealing marketing campaigns. Logistics requires material management and product distribution (packaging, transportation, storage, and inventory management) for bring products to the end users. These functions are interrelated. Indian companies should adopt structuring logistics into material management and product distribution for efficient logistics. If possible separate department should be created with greater communication between them. Sandhusen writes about the importance of logistics in marketing planning, and mentions marketing planning can be measured by a number of costly concerns: transportation, storage costs, number of (intermediate) channels in logistics, costs, etc. Methodology The primary aim of this research is to emphasize the impact of culture on marketing strategies for small and medium sized enterprises. Unlike large sized companies, small and medium enterprises face increased competition due to inadequate resources including capital, human resources and strategic assets. To better communicate with their target customer group the small and medium sized enterprises use various techniques in exploring existing or newer markets. I would like to limit my focus to the efforts in understanding the cultural impact on those marketing strategies and, to provide better solutions I would like to refer to the following ways of collecting information. The primary source of my research is books, magazines, historical articles and, other information available in hard copy. All references will be duly mentioned in the bibliography section. Information available on internet and white papers. While most of the information and statistics available on the web cannot be collaborated with strong facts, it secondary source of information which will act as supporting data for the information I would collect by preliminary research using books, journals and government provided economic data. Also, I would like to survey the existing marketing campaigns to find similarities and differences between different small sized enterprises. As the emphasis is on culture, I cannot limit my research to UK alone and would like to extend my survey to other countries including USA and India. The research poll will include a short questionnaire which can be an online survey and or a hand written copy. I would like to provide a parallel between the current trends in marketing strategies and the general opinion from the research poll. Though it is possible that there might be a difference in them, it is still valid as this effort is to better understand and streamline marketing. A sample questionnaire is enclosed for reference. Sample questions from research survey: 1. What is your age group? Answer choices: a. Between 18-24 b. Between 25-34 c. Between 34-44 d. Between 45-54 e. Between 55-54 f. Over 65 2. What is your gender? Answer choices: 3. Answer choices: a. UK b. U.S.A c. India 4a. For respondents in U.K. Do you feel London is an example of cross cultural metropolitan? Answer choices: a. Yes b. No 4b. If the answer is â€Å"yes† to question number 4a. Have you ever felt any commercial is particularly offensive to your culture/background? Answer choices: a. Yes b. No 5. If the answer is â€Å"no† to question number 4b. Will you be interested in purchasing a product of Company A if its marketing commercials portrays your culture/background in a positive way? Answer choices: a. Yes b. No 6. Have you recently been motivated to buy any product because its advertisement if inclusive and portrays your culture positively? Answer choices: a. Yes b. No 6b. If the answer is â€Å"yes† to the question number 6. Please mention the company name, product name and category if applicable. Answer choices: a. b. c. 1 What is your age group? a. Between 18-24 b. Between 25-34> c. Between 34-44 d. Between 45-54 e. Between 55-54 f. Over 65 2. What is your gender? a. Male b. Female 3. What is your primary country of residence? a. UK b. U.S.A c. India 4.a. For respondents in U.K.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Do you feel London is an example of cross cultural metropolitan? a. Yes b. No 4.b. If the answer is â€Å"yes† to question number 4a.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Have you ever felt any commercial is particularly offensive to your culture/background? a. Yes b. No 5. If the answer is â€Å"no† to ques

Influence of Sex in Society

Sex plays a major role in today's society. From television, radio, music, and advertisements, to video games, the Internet, and even art and pictures, all forms of media use sex to help sell their products. With the public being exposed to so many different types, the overuse and exploitation of sex is common. Is sex a useful tool, or a ploy to get the attention of the public? Before discussing sex in the media, one must understand why it has come to be that people use sex as a gimmick. â€Å"The writing of modern history has resulted in a viewpoint that is nothing short of a stag party. The history of women is ignored, hushed up, and censored in the most literal sense of the term. This method of eliminating the social and political destiny of half of humanity is the most effective form of supremacy. † (Janssen-Jurreit, 1982, pp. 15-16) The world we live in today is still man-made, no less now then in the nineteenth century. Eve Zaremba states in Privilege of Sex: â€Å"Women's self-awareness as females has until very recently reflected the world's (i. e. men's) image of them; how well their personal performance matched male expectations. As English Canadians began to develop an identity in 19th century society, they mirrored the â€Å"ideals† for women of the Victorian period: gentility, weakness, ignorance and submissiveness. (Zaremba, 1974, p. i ) These individual roles, as described by Oneill and Leone in Male/Female Roles: Opposing Viewpoints as the relationship of a man or woman to society on the basis of gender, became essential in shaping male and female attitudes towards one another. Over the past twenty years remarkable changes in these traditional male and female roles have been witnessed. The subsequent impact on men, women, and families due to these changes is believed to be, by many social historians, caused by the re-emergence of the women's movement. (p. 13) Though a positive alteration of roles has occurred, how is it that children of this century still may obey stereotypes? â€Å"A baby is born knowing nothing, but full of potential. † (p. 19) Oneill and Leone believe that the process by which an individual becomes a creature of society, a socialized human being, reflects culturally defined roles and norms. The first crucial question asked by the parents of a newborn baby is â€Å"What is it? A boy or a girl? † (p. 25) Other queries about attributes of health and physical conditions are only brought up afterwards, the first priority is to establish its sex. † Indeed, almost immediately, gender identity is permanently stamped on the child by the name it is given. † (p. 26) Recent research has established beyond a doubt that males and females are born with a different set of â€Å"instructions† built into their genetic code. Studies at Harvard University and elsewhere show that marked differences between male and female baby behaviour are already obvious in the first months of life. Females are more oriented towards people. Male infants, on the other hand, are more interested in â€Å"things. † Stanford psychologists Karl Pribram and Dianne McGuinness conclude that women are â€Å"communicative† animals while men are â€Å"manipulative† animals. Some people believe this is hereditary, while others think that if boys and girls were brought up in exactly the same way then all behavioral differences between men and women would evaporate. Beginning in early adolescence, children develop their own ideas of male and female roles with the perception of the conduct and activities of his or her parents and other adults in their world, including characters on television. Young people are exposed to advertising from a very early age. The effect, says the Ontario Ministry of Education, especially of advertising on television, â€Å"has a significant bearing on girls' and boys' behaviour, and their aspirations. To most children the commercial message is another piece of information received from the television set. It is often difficult for them to distinguish truth from fiction, particularly when the fiction is packaged in compelling words, striking images, and catchy music. † (Ontario Ministry of Education, 1975, pp. 5-7) An overwhelming amount of the visualizations that young kids see are the stereotypical images of women and girls. â€Å"This almost makes it seem legitimized, states Hon. David Macdonald, as it is reinforced and perpetuated by the mass dissemination of these images in broadcasting. (Macdonald, 1979, p. 3) Children know in their minds that women, like men, come in all ages, shapes, sizes, and colours, but they do not see this represented in the broadcast media. The increasing diversity of women's lives is also omitted in most broadcasting. For example, commercials and programming most often portray women as mothers performing domestic tasks, as economically dependent homemakers, or as sexual lures for products or decorative objects. â€Å"Such images constitute a limiting or narrowing of women's, men's, and children's perceptions of themselves and their roles in society. † (pp. -5) Sheila Copps made public her comments that â€Å"sexist and racist stereotypes were prominent in advertising. † (Curtis, 1996, p. 6) A member of the Canadian Advertising Foundation (CAF), Patrick McDougall, fired back by saying Copps had no clue what the CAF does and adds that Canadian advertising has immensely cleaned up its act and that there is very little if any sexist advertising being broadcasted. (p. 6) The overall content of television nowadays has changed dramatically from that of the past. Today characters deal more and more with important issues such as teen pregnancy, stds, spousal abuse, and birth control. Impoco, 1996, p. 58) Five to ten years ago, this subject matter was unheard of for use in programming content, as TV families tended to be occupied with trivial things such as outrageous clothing and hairstyles. Although Canadians have improved their broadcasting standards, not everyone is completely following their trend. In an intensive study done on American programming, it was found that a sexual act or reference occurred every four minutes on average during prime time. (p. 59) â€Å"Sex Sells,† the old adage goes. (Menzies, 1996, p. ) Sexiness, as a component of the good life, is a staple for advertisers – Coca-Cola decorated its drug-store posters at the turn of the century with coquettish young women who male drinkers wished to date and female drinkers to emulate. (Carter, 1996, p. 53) Finnish yogurt makers ran an ad with hot, young, well-built Finnish boys holding containers of yogurt, with the slogan â€Å"Less fat, more taste†¦. Eat it. † This aroused a scandal and nationwide debate. A formal pole was conducted on these ads and some interesting statistics were produced. Two-thirds of respondents were male, and two-thirds thought the ad was sexist. There was a sharp contrast in the female contingent, as the vast majority of whom thought the ads were sexy and quite acceptable (Holland, 1996, p. 31) These stats just prove that when the shoe is on the other foot, women view ads much in the same way that men do, and men are offended at seeing themselves portrayed as objects. Nowadays everyone seems so sensitive about anything brought up in the media. â€Å"Even when it comes to the etiquette of using sex appeal in advertising, it seems that there is a wrong way (exploit women) and a right way (exploit men). The pendulum has swung the other way now. If one is to gaze upon an exposed chest in an ad these days, chances are it belongs to a man. Male models have emerged as the politically correct â€Å"babes† of the 90's. Yet, pray tell, where is the massive public outcry? † (Menzies, 1996, p. 9) Mediawatch, an organization that â€Å"monitors† the depiction of women and girls in the media, admits that you certainly see more naked male flesh today, than you did three years ago. They contend that the effects of objectification on men and women aren't equal because â€Å"men and women aren't equal to begin with. Author of this column, David Menzies writes â€Å"Hmmm, I still dunno. Isn't a double standard, by any other name, still a double standard? † (p. 9) There is another more serious problem then offending the genders, with sex in the media today.. â€Å"Advertising images featuring young models in suggestive poses are sending out sinister messages to pedophiles,† according to one of Australia's leading forensic psychiatrists, William Glaser. He argues that some advertising messages are giving pedophiles subconscious approval to commit crime. It's a very subtle thing, but a young girl posing suggestively in a revealing bikini can send out the wrong message,† Glaser says. He adds â€Å"I don't blame the advertising industry, but feels it fuels the fire when it comes to pedophilia. † (Johnson) Also, the attractiveness of sexual aggression as crime news, and therefore as prime news, has been recognized by many newspapers lately. â€Å"While comfortably hidden under the cloak of objective crime reporting, sexual violence can be endlessly exploited for its titillating value, its crypto – pornographic quality and its sexist slant. † (Johnson, 1997, p. 24) As rape and sexual assault became a more serious social problem in the 80's, this prime news story has helped many papers to sell more copies in the competitive news market, while creating an impression of responsive and responsible reporting. â€Å"Newspapers are adept in sensing issues that arouse general interest and they then subtly alter the terms of the debate to achieve the end result of selling newspapers and making a profit,† alleged authors Maria Los and Sharon Chamond. â€Å"There is a thin line when it comes to educating the public on a problem, or exploiting it for it's shock value. † (Los and Chamond, 1997, p. 93) Although this is a horrible exploitation, there is yet another form of media that rivals this problem. The Internet is the worst for having excessive sex in the media, as it is not regulated. All of the other forms of broadcasting have some sort of committee or association that analyzes and approves all ads and shows before they are released to the public. With the Internet, there currently are no real ways of suppressing the content. There are programs such as Net Nanny that will not open sites containing certain material, but what's stopping a kid from going over to a friend's house or to school and going to the Playboy site? With it's vast geographical span, the Internet has the most numerous amounts of possibilities for media purposes, due to it's ability to reach anyone that can access a modem. Problems such as pornography and hackers generate a fear in a lot of people and scare them from using one of the greatest information resources of our world. We've all seen and heard how sex is used in today's media. With all of these problems and outcries being raised about it, some may as why is it used at all? Well sex is a part of life, everyone's life. It is a common ground to all people. Everyone will experience it or will be or have been affected by it. Producers, advertisers, writers and musicians must believe that if they include it in what they're trying to sell to the public, people will somehow relate to it, and be drawn in by it. A lot of times, writers and critics just go overboard and over analyze things that may not be as terrible as they make them out to be. Sex in advertising can be a useful and educational tool, when employed properly, but if people in the media offend just as much of society as they win over, by producing worthless, excessive overloads of eye candy, then the use of sex is wasted.

Who Else Wants to Learn About Ssat Practice Essay Topics?

Who Else Wants to Learn About Ssat Practice Essay Topics? The SSAT essay section may give your son or daughter a chance to stick out against other candidates who might have exactly the same score, and in that sense, be equally qualified. So as to answer the essay prompt, you have to understand it first. Nowadays it's very hard to locate a trustworthy essay writing service. The SSAT essay is the initial portion of the SSAT exam. The ideal approach to preparing for the Verbal section is to construct your vocabulary! Reading Shakespeare and studying pure mathematics don't help anyone be effective in any kind of business. We suggest that you start your practice in the timed mode. It is essential that corporations adhere to all laws that pertain to them. So, determine what you need and give that to yourself on a normal basis. A superb sleep is a significant element in your success. Because official practice problems are tricky to find, you're wish to be careful with how you use them. You may also become different discounts on our site which will help you to save some more money for future orders or anything you want to spend them on. You can also get in touch with your writer to supply some additional recommendations or request information regarding the order's progress. The analogies ask students to specify the connection between a pair of words, and locate another pair of words having the most simila r relationship. It is suggested to look for the one which has a very good reputation and offers high-quality papers at very affordable rates. The SSAT Writing section isn't scored. To receive your hands on the latest Middle and Upper-Level Official Guides (2015-2016), you'll have to purchase them through the SSAT site. The initial one is on the ACT's website here. Essay 5 Make time to select the practice Essay. Ssat Practice Essay Topics Secrets The prompt you should choose have to be in a position to deliver completely. Next, you are going to be supplied with as many blank flashcards templates as you want to finish your deck. Eat more vegetables and not as much food with artificial colours. Ssat Practice Essay Topics: the Ultimate Convenience! Each more compact math section consists of 25 math questions your kid must answer in half an hour. Tell our experts what kind of homework help on the internet you will need to get. Now you have access to every one of this prep m aterial, you might be wondering what things to do with it. If a student makes the decision to respond to the creative prompt, the response also has to be creative and take advantage of animated explanations. In answering SSATwriting prompts, you have to be honest. Just ensure that sure your answer is direct and prevent talking information that isn't part of the prompt. Even in the event that you misunderstand a question, you may locate the answer choice you're thinking of among the answer choices. You are able to only see 1 question at a moment, and you can just work on them online. Score reports can be seen online at the SSAT official website totally free of charge, and can be mailed out for another fee. Every student demands help with homework from time to time. Therefore, many students and employees decide to get low-cost essay rather than writing it themselves. Ssat Practice Essay Topics - Is it a Scam? If you discover that the writer did not provide just what you expected, request a revision, and we'll make the corrections. When you inform us about all of the paper information, we'll begin trying to find an acceptable writer for your paper. PaperCoach can assist you with all your papers, so take a look at this time! Academic papers cannot contain any signals of plagiarism. Facts, Fiction and Ssat Practice Essay Topics Government also have played a part in addressing issues like poverty and public well-being. Massive corporations make up a number of the wealthiest entities in the world these days. Today, for instance, many businesses feel compelled to refuse service to homosexuals on account of the religious beliefs of the company owners.

“The Plague Of Racism Is Insidious, Entering Into Our Minds

â€Å"The plague of racism is insidious, entering into our minds as smoothly and quietly and invisibly as floating airborne microbes enter into our bodies to find lifelong purchase in our bloodstreams.†(Maya Angelo 2005) Racism is a global issue that’s occurring all around the world however, almost half of Americans feel racism is a major problem. According Catherine E. Shoicet (2015), CNN journalist,’’ In a new nationwide poll conducted by CNN and the Kaiser Family Foundation, roughly half of Americans -- 49% -- say racism is a big problem in society today.’’ (p. 1). Slavery in America plays a big part in the reason racism still exists today. Any act of Racism should be against the law. Racisms leads to hate, violence, and physiological†¦show more content†¦She wanted to give each student a clear understating how it feels on both sides of the pole. The students immediately turned on their friends, both days, when they were told one eye color group was better than the other. Eliot’s experiment showed how kids are taught racism and how it only took 24hours. She gave them pre-test and post-test that showed that on the days the students with the superior eye color were treated better they scored higher while the secondary students tested poorly. The results were the same for both days. According to Matthew E. Lemberger and Tamiko Lemberger-Truelove, authors of Using the Transcultural Adlerian Conceptualization and Therapy (TACT) Model to Depict the Influence of Race-Based Trauma (2016) they agree with Courtney Heldreth et al., University of California, Los Angeles (2016), on their point that racism causes medical and mental issues on person wellbeing. Lemberger and True-lover notes racism can be seen as traumatic for a person and their growth (Lemberger and True-love, 2016 p.3) whereas Courtney Heldreth et al. claims that postpartum depression symptoms were partially mediated by everyday experience with ra cism (Heldreth et al, 2016 p.3). Second, Racism leads to hate. Being a racist can lead you to hate a person based of their skin color. Treating someone different can cause you to begin to hate them for not being like you. Racism can cause the person who isShow MoreRelatedBlack Like Me By John Howard Griffin2574 Words   |  11 Pagesthe South and experience the racism blacks were fighting so hard against. He was surprised by the everyday things he could not do anymore in fear of being arrested or even worse. The idea of being a second class citizen had hit him as his rights to even use the bathroom were taken away. In the end, he could finally grasp the concept of what racism was like and was disgusted by the ignorance of the white people who ignored or proactively participated in the act. The racism faced during the 1950’s was