Obesity in children Essay Example | Topics and Well Written Essays - 750 words

Stoutness in youngsters - Essay Example (Place of Commons Health Committee, 2004) For this investigation, the specialist will decide the primary driver of corpulence just as its negative consequences for a child’s wellbeing, psychosocial and intellectual formative. Preceding the end, the specialist will give some suggested techniques that could viably neutralize weight. Stoutness isn't just a genuine wellbeing condition, for example, dietary problems yet in addition a way of life issue that is obvious inside an individual, family, and the general public. (Place of Commons, 2004) truth be told, a few examinations show that weight is brought about by strange food admission or horrible eating routine (Styne, 2005), hereditary factor, for example, a metabolic deformity (Roth et al., 2004; Rosmond, 2002) or the leptin lack and the utilization of steroids (Link et al., 2004). Way of life and stationary conduct like ‘playing PC game or sitting in front of the TV while eating’ is additionally connected with heftiness. (Tremblay and Willms, 2003; Swinburn and Egger, 2002) The significant reason for stoutness isn't sure in light of the fact that every individual has distinctive limit of consuming calories. (Jebb and Prentice, 1995) Pigging out or the propensity for being not able to authority over eating could prompt corpulence. Because of the powerlessness to control the measure of food they eat, people who have gorging issues have a successive scenes of eating essentially huge measure of food all simultaneously. (de Zwaan and Mitchell, 1992) For this explanation, large people will in general consistently eat in any event, when they are awkwardly full. The wellbeing results of individuals with pigging out issues are identified with the maladies that can be seen among the stout people. This incorporates medical issues, for example, (1) hypertension; (2) Type 2 diabetes or non-insulin subordinate diabetes mellitus (NIDDM); (3) hypertension; (4) atherosclerosis; (5) elevated cholesterol levels; (6) gallbladder malady; (7) atherosclerosis; (8) cerebral discharge; (9)

Impact of Training on Employee Development

Effect of Training on Employee Development Presentation Employee preparing has become a significant viewpoint in the cutting edge business world. Because of the expanded rivalry of clients and high net revenues, numerous associations have detailed preparing plans for their representatives. Preparing is planned for creating worker aptitudes and knowledge.Advertising We will compose a custom report test on Impact of Training on Employee Development explicitly for you for just $16.05 $11/page Learn More It is consequently connected with the accomplishment of organization’s objectives and subsequently benefits. Preparing upgrades authoritative turn of events and execution. Preparing alludes to the entire procedure of learning through which abilities are honed, information is obtained, ideas are created, rules are expounded, change of demeanor is upgraded, and representative conduct is smoothed out with the point of improving worker execution. Representative improvement results from consistency being developed where workers obtain more abilities and information. The information obtained through worker preparing empowers them to understand that they can perform better. Associations lead hands on preparing, and off-the-work preparing. Hands on type of preparing is done when representatives are prepared while they play out their doled out undertaking. Then again, off-the-work preparing is finished by having representatives out of their work for at least one instructional meetings. Representatives continue their work after the preparation. The vast majority of the representatives will acknowledge trainings that are planned for upgrading their aptitudes and vocation advancement. Energy about worker preparing by both the administration and representatives will upgrade its profitability. Preparing programs that are esteemed by workers upgrade their degree of fulfillment, inspiration, and pledge to the association. The exhibition of representatives will likewise improve with an expansion in instructional meet ings. Despite the fact that there exist a discussion on whether representative preparing improves turnover or it builds duty, preparing is crucial for worker advancement. There are different effects of preparing on both the association and individual representatives. Since representatives are the most significant publics of an association, their preparation ought to be organized by associations. With the above features on preparing, this report examines the effect of preparing on worker advancement. Expanded Employee Productivity/Performance Training upgrades worker advancement as in empowers them to execution better. As per Ameeq-ul-Ameeq (68), representative preparing is supposed to be viable when worker execution improves. As per the human capital hypothesis, fitting and appropriate preparing of workers empowers the association to yield high outcomes. High authoritative profitability must be accomplished when the presentation of individual representatives is expanded. It is throu gh preparing that representatives become familiar with the significance of being increasingly dynamic on their obligations or potentially to value the assorted variety of the working environment.Advertising Looking for report on business financial aspects? We should check whether we can support you! Get your first paper with 15% OFF Learn More Appreciation of work environment assorted variety upgrades cooperation. Henceforth, the accomplishment of hierarchical objectives is improved. Preparing additionally upgrades worker certainty. Chiaburu and Tekleab (604) contend that legitimate and reliable preparing of workers makes them progressively certain and exact when playing out their obligations. Since trust in work upgrades capability, representatives become progressively powerful. Representatives who are all around prepared don't fear the danger of tear and wear, blunders, and scrap. Certainty likewise helps the pace of yield per singular worker. Representatives are additionally liab le to perform better with expanded preparing since they require less oversight and adjustment. A lot of time is lost as the directors and chiefs screen the lead of representatives. Preparing improves execution particularly on new representatives, for example, new school graduates and workers who abandon one vocation to another. Since new representatives have almost no handy experience on their occupations, they are probably going to cause wastage, scrap, and mistakes. Such sorts of workers are likewise liable to expand the pace of mishaps in an association. It is such negative events that make such representatives perform ineffectively. Legitimate preparing is one that is led after an intensive research is led on representative preparing needs. As indicated by Chiaburu and Tekleab (609), examination of representatives preparing necessities will improve the destinations of the preparation with the end goal that the preparation will upgrade the aptitudes required for the exhibition of a specific undertaking. Laborers figure out how to utilize certain innovation highlights to expand their proficiency. They figure out how to maintain a strategic distance from dangers and subsequently how to diminish wellbeing perils and truancy. The capacity to utilize certain machines empowers students to expand their pace of creation and normalization of items. Increment in the quantity of days that representatives are in a specific activity upgrades their profitability. Workers are likewise presented to different circumstances and events during preparing. Through training and guidelines that workers get in preparing, their experience is expanded. Henceforth, they become progressively beneficial and exact. Since workers figure out how to lessen dangers or potentially secure themselves, it turns out to be very simple for them to stay sound and gainful. Solid workers have elite levels. Associations experience low execution since certain abilities are not learnt in school. Kennett (112) contends thatmost of the down to earth aptitudes must be accomplished through the hands on preparing. Preparing likewise upgrades representative duty. Subsequently, they feel increasingly joined to accomplish great outcomes for the association. Preparing improves Employee Relevancy in the Market and Career Growth The present universe of innovation has brought about quick changes in the activity markets. As indicated by Ameeq-ul-Ameeq (68), aptitudes that are pertinent in the activity showcase today might be insignificant tomorrow. For instance, Ameeq-ul-Ameeq’s report found that a few years prior, the typesetting machine was applicable in the market.Advertising We will compose a custom report test on Impact of Training on Employee Development explicitly for you for just $16.05 $11/page Learn More However, with the wide appropriation of PCs in the vast majority of the establishments, the machine has gotten unessential. Similarly, the individuals who used to work these ma chines have likewise had their administrations lacking pertinence in the market. It is out of these consistent changes in the administration business that makes preparing significant. Kennett (112) contends that as innovation changes, laborers should likewise be prepared on new aptitudes required in the market. At work and off-the-work trainings target furnishing representatives with the present and applicable innovation. A portion of the workers in associations remain for a long time in the association without propelling their aptitudes. Truth be told, the report found that the greater part of the workers in numerous associations despite everything utilize old abilities that they gained from school over 20 years back. Items made by such representatives may keep on falling behind in the market. Since the greater part of the representatives who are in their senior years are in administrative positions, their strategies for organization may bring about clashes with the lesser workers. Kennett (114) contends that a portion of the aptitudes that old administrators and directors use are centered around creation instead of on workers. Preparing is consequently imperative to old workers since it furnishes them with current abilities that cause them to stay significant in the market. Preparing empowers all workers in an association to peruse from a similar book. When employees’ aptitudes and information are leveled, coordination in work execution is handily accomplished. Old and new representatives gain the capacity to cooperate as a group. During the instructional course, the old workers and new alumni share their insight and abilities. Dissimilar perspectives on different methodologies of execution are changed over into a typical understanding. Laborers that are sporadically prepared can revive their abilities. The report likewise found that a significant number of representatives working in associations have not gotten any preparation during their term of ad ministration. Truth be told, a portion of the workers had gone through over twenty years without accepting any boost preparing. Preparing of laborers empowers them to create on their past information and abilities. Chiaburu and Tekleab (604) state that blend of past information and aptitudes with present day abilities gained during customary preparing assists representatives with staying applicable and serious. The businesses are likewise searching for pertinent and ebb and flow abilities and information from the representatives that they recruit. A representative who doesn't show duty in securing new abilities as well as moving with time is probably going to lose importance in the work place. The report found that numerous organizations dropped the vast majority of the representatives who filled in as office associates during the manual time. Notwithstanding, the individuals who had obtained preparing on PC abilities and applications were held. Employment structures and configurati on are likewise changing with change in time. A bit of work that necessary five experts to complete is as of now being finished by one individual and with lesser time.Advertising Searching for report on business financial aspects? We should check whether we can support you! Get your first paper with 15% OFF Find out More This objective has been accomplished through an update of preparing educational plan and motorization. Workers who get steady preparing from their associations can adjust their aptitudes to changes in the market. Improvement of vocations is in this manner accomplished through preparing. Preparing empowers students to gain new information and aptitudes. In the greater part of the associations, work professional

Need a Better Fast Cash Loan

Need a Better Fast Cash Loan Need a Better Fast Cash Loan? Try Skipping the Hassle of Cash. Need a Better Fast Cash Loan? Try Skipping the Hassle of Cash.There are times when you just need a fast cash loan, but isnt there a better, safer way?It’s a fact: Taking your old jacket out of the closet and finding that random ten-dollar bill in the pocket is the BEST part of fall. Well, okay, maybe not the best, but it’s up there.That’s the thing about cash: It’s fun, spendable, and great to have in small amounts. Carrying a little cash on hand can feel good, but carrying around a serious amount can be annoying at best and dangerous at worst. That’s why most of us don’t carry much cash anymore. In fact, two out of ten Americans carry less than $20 cash on a daily basis.[1] We’ve switched to other forms of payment that are safer, easier, and more responsible.According to a recent Federal Reserve Payments Study, 67 percent of consumer payments in 2012 were made with debit or credit cards, up from 43 percent in 2003.[2] And with the rapid growth of mobile payments, like tap-and-pay Google Wallet and Apple Pay, lots of businesses are moving away from cash too. A recent report by Javelin Strategy and Research found that 66 percent of in-person sales are made without cash, and the trend is continuing.[3] In fact, certain airlines, hotels, restaurants, stores and merchants are now adopting “cashless” policies and only accepting electronic payment.[4]The basic fact is we don’t need cash in hand the way we used to. So why do lots of small-dollar lenders make such a big deal about giving us loans in cash?Fools’ GoldTake a look at the advertisements for your neighborhood payday or title lender, and you’ll probably find the word “cash” featured front-and-center. But with a society that’s becoming more and more cashless by the day, the promise of a cash loan is becoming less and less enticing. And it’s not like these loans don’t have their downsides, either. You might leave that storefront lender with a few hundred “new” dollars in yo ur wallet, but what’s it going to cost you when it’s time to pay that money back?Now that cash isnt what it used to be, here are some of the “fast cash loan” providers you’ll want to avoid:Payday Loans: Payday loans are unsecured, small-dollar loans available at storefronts or online. They usually come with short terms (only 14-days) and astronomically high Annual Percentage Rates (APRs)! Sure, you can walk out with cash, but many borrowers find themselves trapped in debt for almost 200 days per year! Learn more about Payday loans here.Title Loans: Selling your car is one thing, but using it to get a title loan is another. Title loans are cash loans secured with your auto title (or motorcycle, or boat). If you can’t repay the loan, the dealer can repossess your collateral (your car!). So along with those high-interest rates and extra fees, you also run the risk of losing your ride. Learn more about title loans here.Pawnshop Loans: You know that family heirloom you’ve b een entrusted with? If you want to keep it, avoiding pawnshops will help. Pawnshop loans require handing over a valuable piece of personal property to secure a small dollar cash loan. You get to leave the store with cash, but your property stays behind. If you fail to repay, your valuables will be sold to someone else (who frankly isn’t going to appreciate that Black Velvet Elvis painting correctly). Learn more about pawnshop loans here.Cash Advance: There are several different types of cash advance loans and none of them are good. To get a cash advance, you can either borrow against your credit card (at a higher than normal interest rate), try to secure a paycheck advance from your employer (an awkward conversation neither of you will enjoy), or pursue any number of the “cash advance” consumer loans available from storefront lenders. Skip the hassle, skip the pain, and skip “cash advances” altogether. Learn more about cash advances here.Cashing OutBorrowing money is a ser ious decision. It’s always advisable to do your research and make a responsible choice that’s based on your financial realityâ€"not the needs of the moment. While it might seem reasonable to take out a quick payday loan so you can have that cash in hand, isn’t there a better way? You bet there is.OppLoans personal installment loans are “cashless”, meaning your loan will be deposited directly into your bank account. After a convenient online application process you can complete on your phone, computer or tablet, you could be approved for the loan you need almost immediately. And if you’re approved before 7:30 p.m. ET Mondayâ€"Friday, you’ll typically receive the money in your checking account by the next business day. If you do need hard cash, you can make a withdrawal from your bank or an ATM.It’s 2016 and the simple fact is cash is no longer king. You don’t need to be trapped by small-dollar, fast cash lenders. With options like OppLoans, there are better, smarter , safer ways.References: Kieler, Ashlee “Study confirms that most of us carry less than $50 cash” Consumerist.com. Retrieved September 12, 2016, from https://consumerist.com/2014/05/12/study-confirms-that-most-of-us-carry-less-than-50-cash/ Holmes, Tamara “Payment Method Statistics” CreditCards.com. Retrieved September 12, 2016, from http://www.creditcards.com/credit-card-news/payment-method-statistics-1276.php Overfelt, Maggie “Cash-only business owners risk $100 billion mistake” CNBC.com. Retrieved September 12, 2016, from http://www.cnbc.com/2013/11/12/cash-only-business-owners-risk-100-billion-mistake.html Saranow Schultz, Jennifer “The Mercahnts That dont Take Cash” NYTimes.com. Retrieved September 12, 2016, from http://bucks.blogs.nytimes.com/2010/06/08/sorry-no-cash-please/?_r=1

Benefits And Limitations Of Intercultural Communication

Explore the benefits and limitations of Intercultural communication Today we live in a ‘global community’ connected to the whole world by ties of culture, latest communication and travel technologies, politics, economics and a shared environment. We now live in a multicultural society where we interact with people of different colours, nationalities, cultures and languages. With the benefit of modern technology, it has also enabled us to interact and communicate with people for personal and business purposes. Unfortunately, such interactions can be challenging for people speaking different languages and from different cultures. Misunderstandings and problems can arise between communities, workers, administrators or clientele from different cultures when they are not aware of the cultural differences and cultural communications styles among themselves. This paper will look at how intercultural communication can be both benefit and limited to a multicultural society. Moreover, it will discuss about the three main issues of intercultural m iscommunication: language and non-verbal communication as a barrier, cross- cultural communication and ethnocentrism. Furthermore, the paper will analyse these notions in real life situations where intercultural communication is frequent, such as in a multicultural society and in work environment. Culture and communication have both evolved considerably where both have become interdependent of one another. We now live in a multiculturalShow MoreRelatedIntercultural Communication And The Australian Criminal Justice System1364 Words   |  6 PagesIntercultural communication is a relatively new subject that has had increasing popularity among managers in both the business and education sectors. This essay will focus on how a lack of intercultural communication knowledge will result in racism, stereotyping and misunderstandings among different cultures and how this can result in negative long term effects for some already disadvantaged groups such as Indigenous Australians. Without effective Intercultural Communication, particular groups willRead MoreCulture and Cultural Adaptation Essay913 Words   |  4 Pagesmore people face the issue of intercultural communication. Communication for two people from different cultures is very challenging to some extent. The notion of culture is very sophisticated. In addition, many studies have been conducted which indicate that every person to some degree experiences ‘culture shock’. Culture shock itself depends on several factors, namely the distance between cultures, type of personality and previous experiences in intercultural communication. This essay considers theRead MoreIntercultural Interpersonal Communication And Intercultural Communication Essay1301 Words   |  6 Pagesconcepts, one of which being the differences between intercultural and interpersonal communication. Intercultural communication is defined as â€Å"the process that occurs when members of two or more cultures or co-cultures exchange messages in a manner that is influenced by their different cultural perceptions and symbol systems, both verbal and nonverbal† (Adler et al., 2015, pg. 40). While most interactions seem to have some sense of intercultural aspect due to the great diversity not only in race butRead MoreIncreasin g Intercultural Competence and Tolerance in Multicultural Schools by Lebedeva, Makarova, and Tatarko1176 Words   |  5 PagesIn their paper, â€Å"Increasing Intercultural Competence and Tolerance in Multicultural Schools: A Training Program and Its Effectiveness,† Lebedeva, Makarova, and Tatarko (2013) discuss the Training of Intercultural Competence and Tolerance (TICT) program that was developed as a measure for preventing interethnic conflicts that were prevalent in the North Caucasus Federal District of Russia. In the paper, the authors examine the motives for developing the training program, the structure of the programRead MoreGeneral Discussion Of Intercultural Training Programmes2003 Words   |  9 PagesGeneral discussion of Intercultural Training programmes Introduction According to Warren Adler(1977) that intercultural training can be regarded as constructed programs, projects as well as activities, which enable people to have effective interactions in unfamiliar cultures. The intercultural training programmes are designed with varied methodological approaches, in order to raise sojourners’ cultural understanding and increase their cultural competence (Warren Adler, 1977). And the trainingRead MoreReflection On Group Processes And Dynamics Essay1519 Words   |  7 Pageshad not attended any group meetings and had not contributed. The third stage, known as the norming stage, is where resistance is overcome and new standards of behaviour emerge that enable the group to discuss the task and establish productive communication patterns (Archee et al., 2013a). This stage was not as prominent as the other four stages during the presentation process. However, we were worried about the absence of Lachlan and how his absences would affect our presentation. Ultimately we decidedRead MoreGood Or Bad For The World2035 Words   |  9 Pagesproduct of worldwide capitalism/ trade that makes everyone benefit in some way. Others say globalization is an evil process controlled by elitists who take advantage of the middle class in 1st world nations and the poorest of the poor in 3rd world nations. They think people would be better off isolated rather than export jobs/labour to cheaper options. It is my opinion that globalization is a fantastic system in which the entire world benefits in many ways including some they are unawar e of. GlobalizationRead MoreEssay on Intercultural Communication2168 Words   |  9 Pageswe live in a culturally diverse society due to globalization. As our world grows, expands and become increasingly more interconnected, the need for effective interpersonal communication among differing cultures has become apparent. When people from different cultures interact with one another there is intercultural communication because different cultures create different interpretation and expectations about what is seen as competent behaviors that will enable the construction of shared meaningsRead MoreEssay on Intercultural Communication2184 Words   |  9 Pageswe live in a culturally diverse society due to globalization. As our world grows, expands and become increasingly more interconnected, the need for effective interpersonal communication among differing cultures has become apparent. When people from different cultures interact with one another there is intercultural communication becaus e different cultures create different interpretation and expectations about what is seen as competent behaviors that will enable the construction of shared meaningsRead MoreAdvantages Of Oral Communication1870 Words   |  8 PagesProfessional Communication 171 Assessment 3 Create A Website By How Kit Chow P447367 â€Æ' Contents Introduction 3 Oral Communication 4 Conflict Management 6 Intercultural Communication 8 Team Communication 9 Communicating In Meetings 10 References 11 â€Æ' Introduction The created website is at the URL https://p447367.wixsite.com/hbu125/. Oral Communication Oral communication is the process in which information or messages are exchanged among individuals or groups using voice as the medium

Learn About the U.S. Presidential Oath of Office

Since George Washington first said the words on April 30, 1789, as prompted by Robert Livingston Chancellor of State of New York, every President of the United States has repeated the following simple presidential oath of office as part of the inauguration ceremony: I do solemnly swear (or affirm) that I will faithfully execute the office of President of the United States, and will to the best of my ability, preserve, protect and defend the Constitution of the United States. The oath is worded and administered in accordance with Article II, Section I of the U.S. Constitution, which requires that â€Å"Before he enter on the Execution of his Office, he shall take the following Oath or Affirmation:† Who May Administer the Oath? While the Constitution does not stipulate who should administer the oath to the president, this is typically done by the Chief Justice of the United States. Constitutional law experts agree that the oath could also be administered by a judge or official of the lower federal courts. For example, 30th President Calvin Coolidge was sworn in by his father, then a Justice of the Peace and notary public in Vermont. Currently, Calvin Coolidge remains the only president to be sworn in by anyone other than a judge. Between 1789 (George Washington) and 2013 (Barack Obama), the oath has been administered by 15 Associate Justices, three federal judges, two New York state judges, and one notary public. Hours after the assassination of President John F. Kennedy on November 22, 1963, U.S. District Court Judge Sarah T. Hughes became the first woman to administer the oath when she swore in Lyndon B. Johnson onboard Air Force One in Dallas, Texas. Forms of Administering the Oath Over the years, the presidential oath has been administered in two ways. In one form now rarely used, the person administering the oath posed it in the form of a question, as in, â€Å"Do you George Washington solemnly swear or affirm that ‘you’ will †¦Ã¢â‚¬  In its modern form, the person administering the oath poses it as an affirmative statement, with the incoming president repeating it verbatim, as in, â€Å"I, Barak Obama do solemnly ‘swear’ or ‘affirm that ‘I’ will †¦Ã¢â‚¬  Use of Bibles Despite the First Amendment’s â€Å"Establishment Clause† guaranteeing the separation of church and state, incoming presidents traditionally take the oath of office while raising their right hands while placing their left hands on Bible or other books of special – often religious -- significance to them. John Quincy Adams held a law book, indicating his intention to base his presidency on the Constitution. President Theodore Roosevelt did not use a bible while taking the oath in 1901. After George Washington kissed the bible he held while taking the oath, most other presidents have followed suit. Dwight D. Eisenhower, however, said a prayer rather than kissing the Bible he was holding. Use of the Phrase ‘So Help Me God’ Use of â€Å"So help me God† in the presidential oath calls into question the constitutional requirement for separation of church and state. Enacted by the First U.S. Congress, the Judiciary Act of 1789 explicitly required â€Å"So help me God† to be used in the oaths of all U.S. federal judges and other officers other than the president. In addition, the words of the presidential oath — as the only oath specifically spelled out in the Constitution — do not include the phrase. While not required by law, most presidents since Franklin D. Roosevelt have added the phrase â€Å"So help me God† after reciting the official oath. Whether presidents before Roosevelt added the words is a source of debate among historians. Some say that both George Washington and Abraham Lincoln used the phrase, but other historians disagree. Much of the ‘So help me God’ debate hinges on the two manners in which the oath has been given. In the first, no longer used manner, the administrating official frames the oath as a question, as in â€Å"Do you Abraham Lincoln solemnly swear†¦,† which seems to demand an affirmative response. The current form of â€Å"I do solemnly swear (or affirm)†¦Ã¢â‚¬  demands a simple response of â€Å"I do† or â€Å"I swear.† In December 2008, atheist Michael Newdow, joined by 17 other people, plus 10 atheist groups, filed a lawsuit in the District Court for the District of Columbia against Chief Justice  John Roberts seeking to prevent the Chief Justice from saying â€Å"so help me God† in the inauguration of President Barack Obama. Newdow argued that the 35 words of the Constitution’s official presidential oath do not include the words. The District Court refused to issue an injunction preventing Roberts from using the phrase, and in May 2011, the U.S.  Supreme Court refused Newdows request to hear the case.   What About the Vice Presidents Oath? Under current federal law, the Vice President of the United States recites a different oath of office as follows: â€Å"I do solemnly swear (or affirm) that I will support and defend the Constitution of the United States against all enemies, foreign and domestic; that I will bear true faith and allegiance to the same; that I take this obligation freely, without any mental reservation or purpose of evasion; and that I will well and faithfully discharge the duties of the office on which I am about to enter: So help me God.† While the Constitution specifies that the oath taken by the vice president and other government officials states their intention to uphold the Constitution, it does not specify the exact wording of the oath. Traditionally, the vice president’s oath has been administered by the Chief Justice on inauguration day on the floor of the Senate shortly before the president-elect is sworn in.

Global Climatic Changes Essay - 1271 Words

Global Climatic Changes Introduction: Climatic change is a lasting change in the weather patterns around average conditions. Certain factors like global warming, greenhouse effect, biotic processes are some of the reasons for global climatic change. The average global temperatures have changed and the precipitation patterns as well. Over the past century human activities led to increase in the emission of heat trapping gases like carbon dioxide. The average earth’s temperature has risen by 1.4 ° F and it is also projected to rise about another 2-13.5 ° F in the coming decades. Large and potentially big shifts in weather and climate might result from small average weather conditions. Lot of†¦show more content†¦Since the start of industrial evolution, the concentration of carbon dioxide roughly increased by 32%. Co2 is also produced as by-product during manufacturing of cement. Deforestation results in increase of carbon dioxide and reduces its uptake by trees and plants. Methane is one of the greenhouse gases whose emissions are being increased a result of agricultural practices which includes raising livestock, decomposing garbage in landfills, sewage, transportation and due to all this, about 70% of methane is being produced by human activities. Use of fertilizers and burning of fossil fuels is resulting in the emission of another greenhouse gas called Nitrous Oxide. The effect of various greenhouse gases on earth’s climate depends on how long these gases or particles last in atmosphere. The concentration of carbon dioxide remains elevated for thousands of years and methane persist in atmosphere for decades of years after elevated. Also nature has its own influence on the global climatic changes. The two most important factors of nature that has its significant impact are the sun and volcanic eruptions. The global temperatures have risen sharply due to human and nature’s influence which has become increasingly obvious over the past three decades. Minor changes in Earth’s orbit around the Sun, tilt towards or away from the Sun areShow MoreRelatedHeat And Global Climatic Change1297 Words   |  6 Pages Heat and Global Climatic Change Why it is not the caused by the emission of carbon Dioxide which causes the global climatic change. Name: Mawada Alrehaili Instructor: Lawrence Anderson Subject: PHYS1750 Date: 12/11/2015 The general belief has been that the global climatic change has been caused greatly by the green house effect, which from the physics point of view is not true. Though the emission of carbon dioxide has been so high with the developing country especially US taking the leadRead MoreThe Climatic Changes And Global Warming Essay1659 Words   |  7 PagesThe climatic changes have been an issue of controversies around scientists, politicians, and people in general. Indeed, there are many aspects in which climatic changes and global warming step in, being sources of controversies and disagreements. In this opportunity, the discussion about climatic changes will be divided into two different aspects, the first one involves how scientists think about the main cause of climatic changes while analyzing the question â€Å"Are humans responsible for climatic changesRead MoreThe Climatic Changes And Global Warming Essay1650 Words   |  7 PagesThe climatic changes have been a controversial is sue over scientists, politicians, and people in general. Indeed, many aspects in which climatic changes and global warming step in are being sources of controversies and disagreements. In this opportunity, the discussion regarding climatic changes divides it into two different aspects, the first one involves how scientists think about the principal cause of climatic changes while analyzing the question â€Å"Are humans responsible for climatic changes? WhileRead MoreClimatic Changes And Global Warming1766 Words   |  8 PagesClimatic changes and global warming are the major issues of 21st century. Guava tolerates a wide range of climates, provided they are frost-free (Menzel, 1995). Rainfall fluctuations, high temperature, drought occurrence, soil, poor sunlight and air are the limiting factors in guava production. Guava fruits are an excellent source of ascorbic acid, dietary fiber, antioxidants, carotenoids, calcium and contains a lot of nutrients such as vitamin A and C which are present in quantities 3-6 times moreRead MoreHuman Behavior and Activities Responsible for Global Climatic Changes1677 Words   |  7 PagesRUNNING HEAD: Global Climatic Changes Global Climatic Changes Student Name University Name Abstract This paper analyses the human activities that lead towards global climatic changes. It establishes the thought that human behavior and activities that are the major cause of global climatic changes, therefore, human beings shall alter their lifestyles in order to put a stop at the global climatic changes. Global Climatic Changes Introduction Global climatic change can be defined as a longRead MoreThe Causes for Climatic Changes 1121 Words   |  4 PagesThere is a constant change in climatic conditions throughout the year, we see new plants springing up and call it Spring, when we see the sun shining bright and emitting heat we call it Summer, when we see the trees shedding leaves we consider it to be the mark of Autumn and when the weather gets really cold it marks the beginning of Winter. This change is climate is caused due to various natural reasons and if the above mentioned cycle continues to happen without much change there is nothing toRead MoreGlobal Warming And Climate Change Essay1387 Words   |  6 PagesClimatic changes have been a major concern in the recent researches. The changes have negatively affected the production across the world and also the human lives are at stake. There are so many occurrences of unpredicted climatic effects such as the drought occurrences and the tides which affects the peopl e. The unpredicted climatic changes have been as a result of the many factors. One of the most controversial things is that climatic changes have been caused by the social factors, which governmentRead MoreGlobal Warming Controversy667 Words   |  3 PagesGlobal warming is defined â€Å"as an increase in the average temperature of global surface air and oceans since about 1950† (White). The global warming controversy is an ongoing dispute with two main sides; one stating that the direct cause to global warming is through people’s daily activities and the burning of fossil fuels, while other people all around the world refuse to believe that human contributions are the main cause, saying that the earth is going through a natural stage of climatic changeRead MoreThe Impact of Global Warming and Desertification on the Nigerian Ecosystem1376 Words   |  6 PagesThe Impact of Global warming and Desertification on the Nigerian Ecosystem SEN 406 Technical Report Writing Submitted By:- Tabansi Anthony Uchenna A00011635. Prepared For:- Dr. ArthurRead MoreSolutions to Global Warming Essay1480 Words   |  6 PagesClimatic warming, or what some call global warming, began thousands of years ago. This climatic warming occurs because of natural climate cycles that the earth has to go through in order to have a stable climate condition. Global heating and global cooling are nothing new today. There were Ice Ages when most of the world was covered in glaciers and hot steamy times that allowed animals that now live in the tropics to live in almost any continent known today. A major change in climatic warming began

Clinical Reasoning Skills-Free-Samples for Students-Myassignment

Questions: 1.Explain your understanding of the Function of Clinical Reasoning Cycle in relation to Nursing Assessment. 2.List any additional Health Assessment data would need to be collected for this patient as part of a focused Nursing Assessment? 3.Considering the Patients Demographics Identify two focused Nursing Assessments that would assist you in Collecting appropriate Data for this Patient? Answers: 1.Clinical Reasoning Cycle is generally considered as an essential prerequisite in Nursing and other allied healthcare profession. It is referred to as the process by which the nurses as well as other healthcare professionals resort to the collection of cues, processing of information, acknowledging and arriving at a suitable understanding on matter relevant to the patient situation and issues. Further, they are capable of undertaking appropriate planning and implementation of interventions in conjunction with carrying out evaluation of outcomes thereby culminating in reflecting upon and learning from the process. It is imperative for effectively utilize the clinical reasoning cycle in order to harbor positive patient outcomes (Nightingale, 2015). In nursing assessment, those nursing personnel who are well equipped with clinical reasoning skills are able to exert positive influence on patient outcomes whereas the opposite holds true for those who fail in acquisition of the relevant s kills. Failure to detect the impending patient deterioration follows for the incapacity to utilize clinical reasoning skills. Thus, clinical reasoning cycle may be recognized as a vital tool for building excellence in rendering patient centered nursing care where possession of skills pertaining to clinical reasoning, critical thinking and reflective practice are crucial that enhances and sharpens with experience and proper training (Dalton, Gee Levett-Jones, 2015). 2.Nursing assessment is a crucial aspect of the treatment modality in case of patient handling to make way for holistic improvements thereby ensuring speedy recovery. In the context of the given case scenario, the patient has been found to suffer from myocardial infarction (MI) and has been admitted in the community healthcare centre for subsequent treatment. Upon admission, the vital parameters of the patient has been noted down by the attending nurse encompassing parameters related to body mass index, heart rate, blood pressure, respiratory rate, body temperature in addition to procuring data relevant to social lifestyle of the patient (Hunger et al., 2015). MI is found to be the resultant consequence of prolonged myocardial ischemia due to inadequate blood supply and terminates in irreversible necrosis and injury of the myocardial tissue and recording of vital signs is not sufficient to monitor response. Additional nursing assessments must include recording of electrocardiogram (E CG) to detect conduction defects, ischemia, injury or infarction. Documentation of the non-verbal and verbal cues along with procurement of information regarding pain including its localization, radiation, duration, intensity and characteristics must also be noted down. Quantification of the pain experienced relative to other experiences must be obtained as well apart from noting family history and prevalence of any other chronic disorder for the patient (McKee et al., 2014). 3.In the process of preparing treatment interventions for the patient, emphasis must be laid on making suitable and focused nursing assessments in order to procure appropriate data in relation to the patient condition. Moreover, it is also vital to consider the patients demographics comprising of the age, gender and lifestyle to pave the way for accurate treatment and consecutive diagnosis. It has been reported that the affected woman is nearing old age and is habituated to sedentary mode of lifestyle and is engaged in high stress employment. Additionally she is accustomed to smoking a packet of cigarettes daily. Therefore, considering all these important paraphernalia focused nursing assessments must be made to aid in proper diagnosis, evaluation and subsequent intervention for the concerned patient (Raskovalova et al., 2014). The age of the patient suggests that she is in post menopausal stage and therefore shows increased predisposition for getting affected by cardiovascular abnor malities. Thus, electrocardiogram must be conducted to derive pertinent data that might highlight the cardiovascular status of the patient thereby allaying the possibility of future recurrence of adverse outcomes following administration of suitable medications and other interventions. Further, assessment of hemodynamic variables must be undertaken to depict the enzymatic status including the creatine kinase, lactate dehydrogenase alongside other cardiovascular markers such as cardiac troponin, copeptin, leucocytes count and others (McCabe et al., 2014). Thus, these two techniques might satisfactorily assist in collection of appropriate data for making focused nursing assessments. References Dalton, L., Gee, T., Levett-Jones, T. (2015). Using clinical reasoning and simulation-based education to'flip'the Enrolled Nurse curriculum.Australian Journal of Advanced Nursing, The,33(2), 29. Hunger, M., Kirchberger, I., Holle, R., Seidl, H., Kuch, B., Wende, R., Meisinger, C. (2015). Does nurse-based case management for aged myocardial infarction patients improve risk factors, physical functioning and mental health? The KORINNA trial.European journal of preventive cardiology,22(4), 442-450. McCabe, J. M., Kennedy, K. F., Eisenhauer, A. C., Waldman, H. M., Mort, E. A., Pomerantsev, E., ... Yeh, R. W. (2014). Reporting Trends and Outcomes in ST-SegmentElevation Myocardial Infarction National Hospital Quality Assessment ProgramsCLINICAL PERSPECTIVE.Circulation,129(2), 194-202. McKee, G., Biddle, M., ODonnell, S., Mooney, M., OBrien, F., Moser, D. K. (2014). Cardiac rehabilitation after myocardial infarction: What influences patients intentions to attend?.European Journal of Cardiovascular Nursing,13(4), 329-337. Nightingale, K. E. (2015). Embedding Simulation-Based Learning in a Capstone Undergraduate Nursing Subject to Develop Clinical Reasoning Skills. Raskovalova, T., Twerenbold, R., Collinson, P. O., Keller, T., Bouvaist, H., Folli, C., ... Chenevier-Gobeaux, C. (2014). Diagnostic accuracy of combined cardiac troponin and copeptin assessment for early rule-out of myocardial infarction: a systematic review and meta-analysis.European Heart Journal: Acute Cardiovascular Care,3(1), 18-27.

Sir Isaac Newton Was Born On December 25, 1642 At Woolsthorpe, Near Gr

Sir Isaac Newton was born on December 25, 1642 at Woolsthorpe, near Grantham in Lincolnshire. When Isaac was three years old his mother left him in the care of his grandmother to get remarried. After his mother was widowed a second time, she sent Isaac to grammar school in Grantham. He was later sent to Trinity College, at the University of Cambridge in the summer of 1661. Newton received his bachelor's degree in 1665. After avoiding college because of the plague he returned to Trinity, which elected him to fellowship in 1667 and then received his master's degree in 1668. He pursued his own interests: mathematics and natural philosophy ignoring the established curriculum. Isaac investigated the latest developments in mathematics and the new natural philosophy, and almost immediately made a few discoveries. Newton's first achievement generalized the methods that were being used to draw tangents to curves and to calculate the are swept by curves. He recognized that the two procedures were inverse operations. Newton made the fluxional method by joining them and created the mathematics that is now known as calculus. This was a method that carried modern mathematics higher than the level of Greek geometry. Another of Newton's interests was optics. Newton tried to explain how colors occur and he had made a theory that the sunlight is a heterogeneous blend of different rays. He also thought that each of these rays represents a different color and that reflections and refractions cause colors to appear by separating the blend into its components. Newton demonstrated his theory by passing a beam of sunlight through a transparent prism. The prism had split the beam into separate colors. In August 1684 Newton got a visit from Edmund Halley, a British astronomer and mathematician, who discussed with Newton the problem of orbital motion. He had pursued the science of mechanics as an udergraduate, and at that time he had already entertained basic notions about universal gravitation. During the next two and a half years, Newton established the three laws of motion. He applied these laws to Kepler's laws of orbital motion and derived the law of universal gravitation, which explained that all bodies and space on earth are affected by the force called gravity. Newton published his theory in a book that marked a turning point in science, and also caught a lot of attention of others. Robert Hooke claimed that Newton had stolen from him a central idea of the book: that bodies attract each other with a force that varies inversely as the square of their distance. Most historians do not accept Hooke's charge of plagiarism. Sir Isaac Newton made important contributions to science and mathematics as you can see. He was part of the foundation of calculus, created three laws of motion, and the law of universal gravitation.

Free Essays on Airport Technology

Airport management â€Å"McCarran Airport† The McCarran International airport is located in Las Vegas Nevada just one mile south of the strip. The McCarran International Airport is part of the Clark county Airport system which owns and operates six airports, including five general aviation airports. These airports are operated under the policy direction of the Board of County Commissioners, the authority of the County Manager and the management of the director and Deputy Director of Aviation. The Department of Aviation is a self sufficient enterprise and operates without county general fund tax revenues. The areas of the McCarran airport that we will attempt to analyze are: the Airports’ history, current status, the future plans; design factors and an evaluation whether or not these factors are suitable for the existing and future needs of the airport. First we will discuss the current facts of the Airport. McCarran International is the fifth busiest airport in North America, and 12th in the world as of the year 2000. In 2001 passenger traffic was 35,203,808. Currently McCarran airport averages 96,449 passengers per day compared to the 1991 average of 55,266 per day. Between 1991 and 2000 passenger traffic has increased 74.5%. Currently more than 30 airlines provide nonstop service to more than 70 international and domestic destinations. All of the major airlines fly into the airport including United, southwest, American west, Delta, American, Continental and Northwest. This adds up to 30 Domestic Airlines, 23 International and 21 Charter. More than 900 daily schedule flights fly in and out of the Airport. McCarran offers nonstop scheduled service to Canada, Germany, Japan, Mexico and London. Also fourteen airfreight companies provide service through McCarran. McCarran consists of 92 aircraft gates at two separate terminal buildin gs. Terminal 1 has gates A-D with gate A totaling 19 gates, B 20 gates, C19 gates and D has 26 gates.... Free Essays on Airport Technology Free Essays on Airport Technology Airport management â€Å"McCarran Airport† The McCarran International airport is located in Las Vegas Nevada just one mile south of the strip. The McCarran International Airport is part of the Clark county Airport system which owns and operates six airports, including five general aviation airports. These airports are operated under the policy direction of the Board of County Commissioners, the authority of the County Manager and the management of the director and Deputy Director of Aviation. The Department of Aviation is a self sufficient enterprise and operates without county general fund tax revenues. The areas of the McCarran airport that we will attempt to analyze are: the Airports’ history, current status, the future plans; design factors and an evaluation whether or not these factors are suitable for the existing and future needs of the airport. First we will discuss the current facts of the Airport. McCarran International is the fifth busiest airport in North America, and 12th in the world as of the year 2000. In 2001 passenger traffic was 35,203,808. Currently McCarran airport averages 96,449 passengers per day compared to the 1991 average of 55,266 per day. Between 1991 and 2000 passenger traffic has increased 74.5%. Currently more than 30 airlines provide nonstop service to more than 70 international and domestic destinations. All of the major airlines fly into the airport including United, southwest, American west, Delta, American, Continental and Northwest. This adds up to 30 Domestic Airlines, 23 International and 21 Charter. More than 900 daily schedule flights fly in and out of the Airport. McCarran offers nonstop scheduled service to Canada, Germany, Japan, Mexico and London. Also fourteen airfreight companies provide service through McCarran. McCarran consists of 92 aircraft gates at two separate terminal buildin gs. Terminal 1 has gates A-D with gate A totaling 19 gates, B 20 gates, C19 gates and D has 26 gates....

Designer Babies Research Paper Example | Topics and Well Written Essays - 2750 words

Designer Babies - Research Paper Example Parents should be allowed to modify their unborn child’s genes only for health reasons, and not cosmetic reasons. There are a number of parents who are not able to give birth to children. This is because it is proven scientifically that the baby will have a genetic disease and the baby will die when they are still young or in some instances the baby might even die before they are born. Parents always wish for the best when it comes to their baby and thus, they should be allowed to modify their unborn babies but only for health reasons. Recent research has shown that by use of various genetic techniques, parents can be assisted in preventing certain genetic diseases. Thus, these genetic techniques save the baby from undue suffering and death as well as assist in reducing emotional strain that is associated in bringing up an ill baby and also reduces medical costs significantly. This will evidently lead to happier parents and their babies. Further research done recently has prov en that there a number of parents who are giving birth to spare part children in few cases whereby if one baby suffers from a serious blood disease, the parents use IVF (In Vitro Fertilization) in selecting embryos in order to give birth to another baby who acts as a tailor-made, future bone marrow or blood donor. Such cases have shown that the baby will be born healthy and will assist the older baby stay well by being a donor (Bliss, 04). Where do we stop with enhancing and engineering unborn children? In instances like the spare part babies, it is unethical since doctors and parents are creating babies who act as an organ-donating factory and this should be discouraged at all cost. It is paramount to note that the fundamental issue of giving birth should be left to Mother Nature and when the spare part baby eventually grows up, they will be depressed once they discover that they born with the sole purpose of being an organ or blood donor. The principle behind giving birth is to ch erish and love the baby for what they are and not for what they can do for others (Naff, 08). Enhancing and engineering unborn children should strictly be done for health purposes only and not for cosmetic or spare part reasons. There is also a possibility of widening the already devastating imbalance between the poor and the rich since genetic techniques are extremely expensive and therefore only the rich can afford. This effectively means that only the rich will be able to eradicate genetic diseases in their families whereas the poor continue wallowing in the sea of genetic diseases (Murray and Dave Holmes, 11). The possibility of breeding a super-human race is indeed a reality since these designer babies will look down on those babies without genetic enhancements. Examples in reality are those people who are born with various disabilities and they are never comfortable when in the company of a normal person. They feel inferior and they also face intolerance. Thus, this discrimina tion against various people who are born with disabilities will evidently increase (Murray and Dave Holmes, 14). There is also the likelihood of parents being carried away in correcting perfectly healthy babies. This is possible since parents will always look for any opportunity to eliminate embryos since they have a gene for a particular disease and a dangerous trend will start

Quality assurance Assignment Example | Topics and Well Written Essays - 1250 words

Quality assurance - Assignment Example In the leadership, this serves as the head to a functioning body. The head houses the brain that guides the body’s processes through the brain. This is the same as the company in which its functions are all linked by the leadership or head office. Without this, there is a high chance of chaos and as such products being produced will be substandard. Sub-Standard material doesn’t attract customers and the lower the number the customers, the lower the profit made. Leadership and customers and production quality are all connected, and thus leaders should be carefully chosen (Bounds, 2004; 45). While a company should be able to produce good material remember well is the enemy of great. In order to get to a great one should be able to improve one’s good level and make it better by the day. The customer as well as the leadership will be able to note this in terms of the output. The production in the end is not the only way improvement will be noted. The workers too will be able to note the improvement of the company in terms of the environment. This attracts more customers to the organization, hence profiting the company. In management, there are various roles that ensure a company goes in the right direction. The position limits of the workers make sure that the workers do not interfere in the others work. How does this make effective quality assurance possible? It enables specialization, and specialization produces better products when each producer in a line of production processes makes sure their process is fully mastered and understood (Hakes, 2011; 34). This brings the end product as a high-quality product that a customer is happy to use. This ultimately brings the customer back and thus the act of loyal customers who are satisfied from the work done. The other role is that the role of team-play comes in the picture, and this enables the group to work cohesively. This action of team-play allows for contribution of effective quality

Effect of Product Placement in Films

Effect of Product Placement in Films CHAPTER II: Literature Review Product placement Product placement in movies is no new phenomenon as Lehu (2007), describes product placement as the location or more accurately the integration of a product or a brand into a film or televised series. This form of advertising has been around for sometime although its not traditional advertising it speaks to an audience in a different form of communication which is either in your face or subliminal messages. Product placement comes in a number of different forms including visual, audio and a combination of the two combined. Visual product placement Is a visual representation of a brand in a movie, This includes strategically positioning a brand in the background or being used by the actor of a scene, displaying a billboard or some other form of visual advertisement in a scene, and any other visual representation of a brand-name product without any relevant message or sounds on the audio track which draw attention to the product (Gupta Lord, 1998). An example of this is Daniel Craig u sing a Sony Vaio in the movie Casino Royal (2006). See Appendix A. Audio representation of a brand can be the mention of the product in script but not necessarily shown on screen for example the movie Wall Street (1987) where Martin Sheens character says to a server, Get this kid a Molson Light (Gupta Lord, 1998). In combining these two formats Gupta and Lord (1998) defines audio-visual placement as the visual appearance of a brand with a verbal mention of the brand name or a brand- relevant message for example The Bellagio Hotel in Las Vegas is seen and talked about in the movie Oceans eleven (2001) (Lehu 2007). Product placement, as a marketing tool, has many advantages due to its captive audience, the social nature that it is being viewed in and the lack of clutter, such as other advertisements (Dunnett Hoek, 1996). This form of communication is described as being an effective technique as Jhonson (2009) explains For subliminal suggestion to be effective an individual must be relaxed and open to suggestion. The subconscious mind is more open to suggestion when a person is relaxed. This practice has not gone without controversy, however, as its use is often debated by moviegoers and media experts. While some moviegoers feel that the use of product placement enhances a film by adding to its realism (Govani 1999). Others see the practice as an invasive one that sews itself a new seam in the blanket of brands that covers a strong consumer-based society (Phillips Purdie 1993). Some supporters of the practice argue that product placement allows them to relate to the characters (DeLorme, Reid, Zimmer, 1999) Product placement strategy Strategy Dates back a few decades, in an example where Joan Crawford is drinking Jack Daniels whisky in the 1945 production Mildred pierce (Wasko 1995). Back in these earlier times product placement was a casual affair, property masters would contact a local Jack Daniels distributer asking for the product to be used in the film. Today the product placement is more deliberate and sophisticated, Divisions dedicated to paying to have their goods inserted strategically into movies are of the norm for large corporations this is to gain access to what is seen as a glamorous medium with a relatively captive audience. Coca-Cola and Pepsi are amongst a number of companies who have formed in house divisions dedicated directly to product placement or Hollywood advertising (Wasko 1995). The belief of companies associated with product placement is that if a movie grosses $50 million, the advertiser has reached an audience of 13.7 million in theatre viewers, assuming this the movie will likely sell in DVDS/Videos adding additional impressions per placement along with celebrity credibility bought by the use of the product. (Wasko 1995). Kardes (2008) adds to the argument by stating that When a brand is shown in a movie it is definitely seen but a broadcast commercial can be skipped via the fast forward button on a DVR. However narrative coherence can be disrupted by strategies used to market products. Music videos related to films is used as an example The promotion of some features is helped by the use of videos featuring music from the film, examples include Flashdance (1983) , Footloose (1984), Purple Rain (1984), staying alive (1983) and The Bodyguard (1992) (King 2002). In these films the excess created by the conjunction of music and image creates a module separa te from the narrative, working against the sequential structuring of the film. Product placement within the Hollywood film industry Product placement increased dramatically since the appearance of Reeses Pieces in the 1982 Movie E.T: The Extra-Terrestrial caused the sales of the product to increase by 68%. (Balasubramanian et al 2006). Today product placement in movies is highly noticeable. In the film Minority Report (2002) at least 15 brands where placed, including Nokia, Pepsi and Lexus. In Die Another Day (2002) there were cameos from Jaguar, Aston Martin and Thunderbird, which are all owned by the Ford motor group (Jobber 2004). However alongside soft drinks one of the most common products placed in movies are cars. BMW invested ÂÂ £20 million on the placement of its Z3 roadster within the movie Goldeneye (1995) and the use of other advertising media to support the placement and create awareness (Fill 2005) Gupta and lord (1998) focus on studies concerning recall of brands placed within movies that have been undertaken; they found that prominent placements achieved higher levels of recall. Morton and Friedman (2002) mention that any contact with a brand in a film will help influence purchasing decisions. It is argued by Joachimsthaler and Aker (1997) that visibility of brands are underestimated as it signals leadership, quality and success, people like to know brands even if they have never used them. This appears to indicate that the primary benefit of placement in movies is the increase of brand recognition. Consumer behaviour Consumer behaviour is the study of individuals, groups or organisations and the process they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. (Sharma, A. 2006). The study of consumer behaviour helps organisations improve their marketing strategies by understanding the psychology behind consumer thoughts, feelings and by understanding his or her environment all which have an effect on the action towards a brand or product. Tyagi and Kumar (2004) state that there is a relationship between consumer behaviour and his attitudes, communication with him and how to motivate him. Family, social and cultural dimensions of consumer behaviour have a role to play. Product placement isnt about sales its about brand awareness claims expert Samuel Turcotte. (Galician 2004). Whilst awareness may be generated attitudes and perception also start to form towards the brand. Attitude formation can be on the bases of cognitive responses to stimuli or information of other sources; cognitive thoughts are responses we have to a communication. Positive thoughts will generally have a positive affect on attitudes whereas negative thoughts will have negative attitude formation (Hoyer Macinnis, 2008). Age has another implication on attitudes and perceptions of product placement. In their 1999 study, DeLorme, Reid, and Zimmer interviewed younger audiences (aged 18-21) and older audiences (aged 35-48) in a bid to compare different views on product placement. A number of focus groups resulted in the finding of distinct and diverse perspectives among many of the study samples. According to their research, (DeLorme, Reid, and Zimmer 1999) found that older audiences generally perceive product placements as implications of a changing society and the current use of product placement was an indication of a major cultural shift, according to the study older moviegoers associated brand props with feelings of insecurity, frustration, and fear of change (DeLorme, Reid, Zimmer, 1999, p.24) various examples of such feelings were provided. On the other hand younger moviegoers perceive product placement as Associated with an invitation to cultural belonging and feelings of emotional security. (De Lorme, Reid, Zimmer, 1999, p. 28) The younger generation grew up in a consumer-based society that is bombarded with advertisements and other promotional items, the younger generation does not generally place a heavy emphasis on product placements. However viewers are generally positive about the placement of product in movies. GÃÆ'Â ¼nnemann (2008) explains that product placement for the automobile industry can positively affect consumers perception of certain automobile brands image as a purchasing factor. He also looked at preference of product placement over advertising for automobiles, which showed European consumers have greater preference of product placement than their American and Asian counterparts where as American consumers on the other hand are the strongest proponents of product placement being more authentic than advertising, whilst Asian consumers have the lowest value in both categories. A study by Nebenzahl, Secunda (1993) on the attitude of film audiences showed that the majority of those interviewed preferred product placement over other forms of promotions because it was unobtrusively integrated into the film. The small minority who object are on ethical grounds. They perceive product placement as a clandestine approach which deludes the consumer and they believe this practice should be forbidden. (Pattyn, 2000). Brand Association: Contexts and Celebrities Williams (2004) shows that placements are contextually integrated and therefore are non-invasive, placement are therefore seen as an experience rather than an advertisement. Contextual integration can be achieved by product placement through character development and plot advancement in films, and product placement can also offer the chance of celebrity endorsement. Nelson and McLeod (2005) show that the credibility of an advertisement depends on the sources credibility; differing views on differing sources can alter the way in which a brand is perceived. The use of celebrities has the ability to influence the source credibility of a brand (Sawyer 2006). This can be achieved by tapping into the celebritys equity (Zyman 2002). Such use of celebrities or actors enables their personality to rub off on the product. (Rust and Varki 1996). This will have the effect of enhancing the brand personality. The use of a highly credible and recognised person can therefore influence levels of exper tise and trust worthiness. Ohanian (1991) found that the perceived expertise of celebritys actually increased purchase intentions, even though the celebrity may have no actual knowledge of the product. It appears here that the product placement allows the attractiveness of a brand to be increased through association with a particular individual, even if that individual would have little actual knowledge or expertise in relation to the product or brand. Ethicality behind product placement Gupta and Gould (1997) define ethically-charged products (or emotionally charged products) as products which especially arouse ethical concern and differences across consumers regarding their marketing and consumption the practice of product placement is sometimes referred to as unethical since audiences are rarely informed that they are watching paid advertising when they presume they are watching creative programming playing on peoples susceptibility (Plaisance 2009). The common ethical concern in many articles is the notion that product placement constitutes a form of subliminal advertising, since products are integrated into films, but no disclaimer is present that warns the viewer of any form of advertising in the film (Gupta Gould, 1997; Snyder, 1992; Nebenzahl Secunda,1993). The practice of product placement could be described as misleading as advertisers interest and intention to influence the viewer may be concealed behind something else, in the case of movies, the context of the story. Among the most controversial subjects, however, is the use of ethically-charged products in film. The most common discussed are the use of cigarettes, alcohol, and guns, this due to the potentially harmful implications their exposure can have on someone. A 1997 study shows some individuals impressions of such placements in films. The study measures undergraduate college students views regarding the acceptability of placing cigarettes, alcohol, and guns in movies. Results indicate that the acceptability of cigarettes, alcohol, and guns are 41.3%, 60.3%, and 38.7%, respectively (Gupta Gould, 1997). There is much concern over cigarette brands being placed in movies, a common argument cites a mandate made and enforced by the United States Surgeon General. It requires that all cigarette ads feature a health warning, making known the products potential hazards to the viewer. Surgeon General health warnings, however, are not found on films that feature these placements (Basil, 1997). Another common concern is that the use of these products will encourage the movies viewers to adopt smoking as a habit. (Basil 1997) and Everett, Schnuth, and Tribble (1998) cite Social Cognitive Theory in their respective articles. This states that through observation we learn a lot. Since moviegoers are actors smoking cigarettes (and in some cases adopting specific brands), and since this is usually portrayed in movies as glamorous the moviegoers may possibly be drawn to the habit (Basil,1997; Everett, Schnuth, Tribble, 1998). Research objectives Investigate attitudes, perceptions and beliefs of viewers towards products and brands after exposure to product placement in movies. Analyse viewers opinions on the ethical issues of product placement in movies. Examine the role of products in movies as a strategic marketing tool. CHAPTER III: Methodology This chapter refines and justifies the methodology deployed in this study. The process for gathering data focused more on that of a qualitative strategy however a quantitative means was also implemented, with the focus on consumer research and understanding consumer thoughts and feelings. The research identified issues such as why consumers have the attitude or perception towards a product or brand which they have experienced through viewing product placement in movies, underlining issues such as acknowledgement, deciphering the message, and even perceptions and attitudes that are based on emotional and cultural feelings sometimes we have a favourable attitude toward an offering simply because it feels good or seems right (Hoyer Macinnis 2008). The quantitative approach was in the form of a questionnaire distributed to 18-25 year olds, the questionnaires allowed data from the focus groups to be tested and extended by from input from a wider range of participents, results are discussed in chapter 4. Qualitative approach Focus groups Focus groups are a form of group interviewing that allows data to be generated through the benefit of communication between research participants (Pope Mays). The qualitative approach was incorporated because of its ability to capitalise on group interaction that provided distinctive types of data. This study is based on consumer attitude and perceptions towards products placement and arising ethical issues, therefore it is only suited that this approach was used as it allows for deeper discussion to take place with point of views coming across from different backgrounds and cultural values and group norms are emphasised. using a qualitative focus groups would produce a greater depth of information rather than just relying on the questionaire with pre-determined responses The two focus groups were used to achieve the following: Investigate attitudes, perceptions and beliefs of viewers towards products and brands after exposure to product placement in movies. Analyse viewers opinions on the ethical issues of product placement in movies. Participants Two focus groups were conducted in an attempt to gather data on consumer attitudes and perceptions and the other on a discussion around ethics. Both focus groups followed the same procedure however groups were split into two, Group A and Group B. This was done to ensure that every subject got the chance to participate and wasnt overshadowed by the over enthusiastic; small groups offer more of an opportunity for people to talk and are more practical to set up and manage (Litosseliti 2003). 6 individuals were selected for each group, Participants from Both Group A and B were selected on the bases of being from different cultural backgrounds and being socially connected. This is because it is important to understand that cultural backgrounds can have an effect on opinions, and it maximises the possibility of exploring the subject from different perspectives (Kitzinger 1995 cited in Litosseliti 2003 P4). It was important for participants to be socially connected to ensure good group dyna mics, this helped the participants be more comfortable and open towards discussion. The selection criteria was18-25 male and females, Gupta and Gould (1997) noted that many products possess gender identifications (p.39). The researchers hypothesized that males generate more favourable responses to products that are depicted as possessing masculine qualities. Therefore the ratio of male to female will be 50:50. This will allow data to be gathered and discussed from both point of views. The advantages of focus groups as shown by Patton (1990) are the checking that takes place within the group that eliminates false views and it is easy to establish consistent views. Group A focused on discussion and questions targeted towards viewers attitudes and perceptions whilst Group B was a discussion on ethical issues. Both groups were shown two movies in one sitting this was time efficient as opposed to showing both movies twice. The movies shown were Iron Man 2 (2010) and Transformers (2007), the movies were chosen for the large amount of products placed with over 45 placements in each movie. The movies were shown in whole as opposed to clips containing products placed, this was to show the product placements in the context of the movie rather than showing clips where the products were dominant. Showing clips of the movie where products were dominant would have emphasised on the product this could have misrepresent the findings as the goal was to evaluate them within the who le movie experience. At the end of both movies the discussion commenced on consumer attitudes and perceptions with Group A, followed by the discussion with Group B on ethical issues. Participents were encouraged to use product placement in other movies as well as the two shown as examples for discussion if they could recall them and the discussion was not based entirely on the movies shown. This allowed participents to discuss product placement that may have been potryaed in a different fashion for example: the use of different actors, characters or setting. It was taken into consideration that the time difference between conducted Group A and B could have an impact on the level of debate given that Group B had to wait, however all participants were University students on the same campus and the study was conducted on University grounds giving the other group time to go elsewhere and continue with other activities whilst they waited. There were a set number of questions used for each focus group and Each individual was required to participate and provide some input to increase the depth of discussion. A simple format of question then discussion was used, questions that arose from discussion would keep the conversation flowing. Conversation flowed freely in order to discover what the subjects found to be interesting and to explore wider attitudes but conversation was re-directed by the moderator when it was felt to be unproductive or pointless (Bryman 2004). It was made clear to participants prior to the discussion that there was no right or wrong answer in an effort to remove social desirability, what the respondent thinks they should say rather than feel (Black 1999). Both discussions were recorded using a CD recorder and were later analysed with key points noted for each discussion. A full play by play transcription was not practical due to the large amount of dialogue and it is felt that a full transcript woul d have broken up narrative flow, however a shorter version of the transcript highlighting key points and questions asked is available in the appendix (())))) by noting key points only it is felt that analysing content is much easier, Bryman (2001) claims that transcribing and coding leads to a loss of context. Quantitative research Questionnaires Questionnaires allow the participant to respond to a set number of questions, questions can be open ended or closed ended, and for the purpose of this particular research aspect closed ended questions were used. A closed ended question is amicable when the dimensions of a variable have been diagnosed. Closed ended questions expose participants to the same response categories and allow standardized quantitative statistical analysis (Johnson Christensen 2010). The purpose of the questionnaire was to expand further on the data that was concluded from the focus groups (this will be discussed further in chapter 4). The questionaires focused on getting participant responses for the purpose of conformatory research (Johnson Christensen 2010) in which specific data from the focus groups was tested. This gave the results more creadability and the questionnaire would allow the study to benefit from areas of investigation that the focus groups may have failed to answer or provide enough infor mation on. 100 questionnaires were distributed around university campuses as this was the most convienent location to find participents that meet the 18-25 demographic, however it was guaranteed that that all participents would be of the age 15 questions were composed and pre, the questionnaire can be viewed in the appendix (p)))) One to one interviews Interviews will aim to meet objective The research method that will be used here is one to one interviews with either product placement agencies or companies such as Sony. These interviews will be telephone based as availability to meet face to face with businesses is a little tricky given the time frame. Given the tendency for businesses to turn down students the agency or business that is to be selected will depend on the rate at which each representative replies. The Interviews will allow these companies to convey product placement from a strategic point of view and explain the practice from their own situation, perspective and in their own words. The interviews are based on not only conversation of product placement but with an aim to generate responses from the interviewee on intended consumer behaviour. The procedure will be to follow a script for the interview investigation which can be outlined by characterising a methodological awareness of questions, a focus on the dynamics of interaction between interviewer and interviewee, and also critical attention to what is said. CHAPTER IV: Results, analysis and discussion Introduction This chapter will focus on presenting and discussing the findings from the research conducted. Due to the large amount of field work that was employed for the purpose of the study, results from both the focus groups and the questionnaires will be compared and contrasted leading to the denouement of the findings. Analysis will be based on the most pertinent data that was found. qualitative researchers needs to communicate the findings in an honest and systematic manner, disseminating the richness of the findings and hence the experience of the researchers. (Easterby-Smith et al. 2002). Discussion has been categorised in three sections, each section will address the research objectives of this study and how the findings have helped in achieving those objectives. Attitudes and perceptions towards product placement will be analysed and discussed first highlighting the points that were extracted from both quantitative and qualitative research, followed by the discussion on ethical issues towards product placement practice. Finally the interview with the industry specialist will be discussed, analysing the role of product placement in moves as a strategic marketing tool. The data that formed this discussion can be viewed in the appendix ( ) Consumer attitudes and perceptions The first area of study was the attitudes and perceptions of viewers between the ages of 18-25 towards product placement in Hollywood movies and the products or brands that are being placed. Brand recall The first focus group identified that it was hard to recall a lot of the products that were placed within the movies. It was felt that this is because of the large amount of placements in the movies to begin with. participants claimed that they could only recall the placements that were dominant and showed a stronger on screen presence than other brands or products. Amongst the placements that were most effective were car brands, it was made clear that cars were amongst the top to be noticed because its repetition in the movies made it a strong focus of the overall viewing experience. The most noticeable examples were Audi in Iron Man 2 and Cadillac in Transformers. brands in other movies were also identified as being memorable such as Toyota In fast and furious and Aston Martin in Die Another Day. Brands that somehow were incorporated into the story of the movie had greater recognition; this is because they stood out more. As mentioned in chapter 2, prominent placements achieve high er levels of recall in movies (Gupta and lord 1998). Other placements that were regarded as being effective in terms of prominence were those that had audio presence as well as physical, Oracle and Vanity Affair from Iron Man 2 where amongst the ones that were recalled. Participants revealed that the audio presence and physical presence (placement being used) generated more attention as opposed to having a brand name in the foreground. A combined 66%percent of the respondents to the questionnaire that was carried out following the focus group agreed that products stand out more when a character uses or mentions the product/brand (see table.1). Whilst the recall of a brand is an important factor in how effective the placement is, the pace or complexity of the movie can cause a distraction from the placements. The focus group suggested that some of the placements were lost due to the pace of the movies shown. One participant commented that placements in the background of slower paced movies were more effective than those placed in action movies or those with a faster pace. It was later commented that products placed within faster paced movies needed to be emphasised on more to be noticed. It therefore appears that the genre of the movie will have an effect on the product placement with in it. The research suggests that viewers will have difficulty to recall brands/products that are placed in the background or foreground of a fast past movie. However if a product is used or mentioned by a character then this increases the chances of the viewer recall. On the other hand placements within slower paced movies are easier to recal l increasing brand awareness. This indicates that positioning of the product is a valuable consideration when the goal is to increase awareness Attitude product placement The overall suggestion from this study in regards to attitudes towards product placement within the movie is that the group members strongly appreciated the presence of products within movies. The research suggests that viewers acceptability of product placement within movies is on the basis that it enhances the realism of the movie by combining products that are seen on a daily bases. One example of this found in the Movie Iron Man 2 with the insertion of CNN and Larry King, the focus group agreed that these placements gave them the feeling that the event of the movie was taking place in our world as appose to a fantasy setting. They felt that these types of placements amplified the movies realism. The group compared the differences between having placements in movie to not having any. The findings suggested that having no product placement or having fictitious products in a movie reflected on the setting of the movie, it would create a fantasy world for viewers which was fine if it was a movie in the category of Lord of the Rings or Avatar. Williams (2004) suggested that product placements are contextually integrated into movies. Therefore It is important to note that placements are deemed to be acceptable by viewers because of the reflection these products have on real life. In the survey questionnaire that was carried out, a combined 63 out of 100 respondents agreed and strongly agreed that placements add to the realism of the movie (see table.2). TABLE 2: Viewers opinion on products adding realism to movies This confirms the findings from the focus group; however there are a large number of respondents that validate that they disagree with the statement. It is mentioned in the literature that some see product placement practice as an invasive one that sews itself a new seam in the blanket of brands that covers a strong consumer-based society (Phillips Purdie 1993). This is one suggestion as to why respondents to the survey questions may have disagreed. It could be argued that some viewers find placements invasive. however the findings from the focus group indicates that whilst placements add realism, the ones that appear without contributing to the story line or are emphasised in a way that seems to be out of context in regards to the movie can be described as annoying or blatant advertising. The views of the group were not that this was invasive but more or on the line of annoying. Examples that were noticeable were the Panasonic placement in Transformers. In a scene that was devoted to show a Branded memory chip, the character tilts the product towards the camera revealing the brand name. It was suggested that this had no association to the story line nor was it placed to emphasis realism; one participant described it as being an obvious plug. The common theme was the emphasis on the annoyance of pushy advertising, this research commends Balsubramanian et al (2006) who suggested that blatant placements have the ability to irritate. Therefore if product placement is to appear, the product needs to contribute to the content of the movie in order to generate positive attitudes and acceptability from the viewers. But it is important to distinguish between attitudes towards product placement practice (discussed here) and attitudes towards the brands being placed. This leads us to the next area of this study. Attitudes and perception towards brands In the previous paragraph we discussed the attitudes towards product placement; we will now discuss viewer attitudes and perceptions towards the product/brands that are placed. A common theme that was identified from the focus group discussion was that viewers did not generate a positive or negative attitude towards a product or brand because of the way it was placed in the movie. The findings from this study suggest that whilst awareness was created there was little change in attitudes towards the brands that were placed. one viewer generated a positive attitude towards the use of the Everlast in Iron Man 2 in a scene where Robert Downey Jr is boxing whilst exhibiting the branded clothing. The viewer associated with the bra Effect of Product Placement in Films Effect of Product Placement in Films CHAPTER II: Literature Review Product placement Product placement in movies is no new phenomenon as Lehu (2007), describes product placement as the location or more accurately the integration of a product or a brand into a film or televised series. This form of advertising has been around for sometime although its not traditional advertising it speaks to an audience in a different form of communication which is either in your face or subliminal messages. Product placement comes in a number of different forms including visual, audio and a combination of the two combined. Visual product placement Is a visual representation of a brand in a movie, This includes strategically positioning a brand in the background or being used by the actor of a scene, displaying a billboard or some other form of visual advertisement in a scene, and any other visual representation of a brand-name product without any relevant message or sounds on the audio track which draw attention to the product (Gupta Lord, 1998). An example of this is Daniel Craig u sing a Sony Vaio in the movie Casino Royal (2006). See Appendix A. Audio representation of a brand can be the mention of the product in script but not necessarily shown on screen for example the movie Wall Street (1987) where Martin Sheens character says to a server, Get this kid a Molson Light (Gupta Lord, 1998). In combining these two formats Gupta and Lord (1998) defines audio-visual placement as the visual appearance of a brand with a verbal mention of the brand name or a brand- relevant message for example The Bellagio Hotel in Las Vegas is seen and talked about in the movie Oceans eleven (2001) (Lehu 2007). Product placement, as a marketing tool, has many advantages due to its captive audience, the social nature that it is being viewed in and the lack of clutter, such as other advertisements (Dunnett Hoek, 1996). This form of communication is described as being an effective technique as Jhonson (2009) explains For subliminal suggestion to be effective an individual must be relaxed and open to suggestion. The subconscious mind is more open to suggestion when a person is relaxed. This practice has not gone without controversy, however, as its use is often debated by moviegoers and media experts. While some moviegoers feel that the use of product placement enhances a film by adding to its realism (Govani 1999). Others see the practice as an invasive one that sews itself a new seam in the blanket of brands that covers a strong consumer-based society (Phillips Purdie 1993). Some supporters of the practice argue that product placement allows them to relate to the characters (DeLorme, Reid, Zimmer, 1999) Product placement strategy Strategy Dates back a few decades, in an example where Joan Crawford is drinking Jack Daniels whisky in the 1945 production Mildred pierce (Wasko 1995). Back in these earlier times product placement was a casual affair, property masters would contact a local Jack Daniels distributer asking for the product to be used in the film. Today the product placement is more deliberate and sophisticated, Divisions dedicated to paying to have their goods inserted strategically into movies are of the norm for large corporations this is to gain access to what is seen as a glamorous medium with a relatively captive audience. Coca-Cola and Pepsi are amongst a number of companies who have formed in house divisions dedicated directly to product placement or Hollywood advertising (Wasko 1995). The belief of companies associated with product placement is that if a movie grosses $50 million, the advertiser has reached an audience of 13.7 million in theatre viewers, assuming this the movie will likely sell in DVDS/Videos adding additional impressions per placement along with celebrity credibility bought by the use of the product. (Wasko 1995). Kardes (2008) adds to the argument by stating that When a brand is shown in a movie it is definitely seen but a broadcast commercial can be skipped via the fast forward button on a DVR. However narrative coherence can be disrupted by strategies used to market products. Music videos related to films is used as an example The promotion of some features is helped by the use of videos featuring music from the film, examples include Flashdance (1983) , Footloose (1984), Purple Rain (1984), staying alive (1983) and The Bodyguard (1992) (King 2002). In these films the excess created by the conjunction of music and image creates a module separa te from the narrative, working against the sequential structuring of the film. Product placement within the Hollywood film industry Product placement increased dramatically since the appearance of Reeses Pieces in the 1982 Movie E.T: The Extra-Terrestrial caused the sales of the product to increase by 68%. (Balasubramanian et al 2006). Today product placement in movies is highly noticeable. In the film Minority Report (2002) at least 15 brands where placed, including Nokia, Pepsi and Lexus. In Die Another Day (2002) there were cameos from Jaguar, Aston Martin and Thunderbird, which are all owned by the Ford motor group (Jobber 2004). However alongside soft drinks one of the most common products placed in movies are cars. BMW invested ÂÂ £20 million on the placement of its Z3 roadster within the movie Goldeneye (1995) and the use of other advertising media to support the placement and create awareness (Fill 2005) Gupta and lord (1998) focus on studies concerning recall of brands placed within movies that have been undertaken; they found that prominent placements achieved higher levels of recall. Morton and Friedman (2002) mention that any contact with a brand in a film will help influence purchasing decisions. It is argued by Joachimsthaler and Aker (1997) that visibility of brands are underestimated as it signals leadership, quality and success, people like to know brands even if they have never used them. This appears to indicate that the primary benefit of placement in movies is the increase of brand recognition. Consumer behaviour Consumer behaviour is the study of individuals, groups or organisations and the process they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. (Sharma, A. 2006). The study of consumer behaviour helps organisations improve their marketing strategies by understanding the psychology behind consumer thoughts, feelings and by understanding his or her environment all which have an effect on the action towards a brand or product. Tyagi and Kumar (2004) state that there is a relationship between consumer behaviour and his attitudes, communication with him and how to motivate him. Family, social and cultural dimensions of consumer behaviour have a role to play. Product placement isnt about sales its about brand awareness claims expert Samuel Turcotte. (Galician 2004). Whilst awareness may be generated attitudes and perception also start to form towards the brand. Attitude formation can be on the bases of cognitive responses to stimuli or information of other sources; cognitive thoughts are responses we have to a communication. Positive thoughts will generally have a positive affect on attitudes whereas negative thoughts will have negative attitude formation (Hoyer Macinnis, 2008). Age has another implication on attitudes and perceptions of product placement. In their 1999 study, DeLorme, Reid, and Zimmer interviewed younger audiences (aged 18-21) and older audiences (aged 35-48) in a bid to compare different views on product placement. A number of focus groups resulted in the finding of distinct and diverse perspectives among many of the study samples. According to their research, (DeLorme, Reid, and Zimmer 1999) found that older audiences generally perceive product placements as implications of a changing society and the current use of product placement was an indication of a major cultural shift, according to the study older moviegoers associated brand props with feelings of insecurity, frustration, and fear of change (DeLorme, Reid, Zimmer, 1999, p.24) various examples of such feelings were provided. On the other hand younger moviegoers perceive product placement as Associated with an invitation to cultural belonging and feelings of emotional security. (De Lorme, Reid, Zimmer, 1999, p. 28) The younger generation grew up in a consumer-based society that is bombarded with advertisements and other promotional items, the younger generation does not generally place a heavy emphasis on product placements. However viewers are generally positive about the placement of product in movies. GÃÆ'Â ¼nnemann (2008) explains that product placement for the automobile industry can positively affect consumers perception of certain automobile brands image as a purchasing factor. He also looked at preference of product placement over advertising for automobiles, which showed European consumers have greater preference of product placement than their American and Asian counterparts where as American consumers on the other hand are the strongest proponents of product placement being more authentic than advertising, whilst Asian consumers have the lowest value in both categories. A study by Nebenzahl, Secunda (1993) on the attitude of film audiences showed that the majority of those interviewed preferred product placement over other forms of promotions because it was unobtrusively integrated into the film. The small minority who object are on ethical grounds. They perceive product placement as a clandestine approach which deludes the consumer and they believe this practice should be forbidden. (Pattyn, 2000). Brand Association: Contexts and Celebrities Williams (2004) shows that placements are contextually integrated and therefore are non-invasive, placement are therefore seen as an experience rather than an advertisement. Contextual integration can be achieved by product placement through character development and plot advancement in films, and product placement can also offer the chance of celebrity endorsement. Nelson and McLeod (2005) show that the credibility of an advertisement depends on the sources credibility; differing views on differing sources can alter the way in which a brand is perceived. The use of celebrities has the ability to influence the source credibility of a brand (Sawyer 2006). This can be achieved by tapping into the celebritys equity (Zyman 2002). Such use of celebrities or actors enables their personality to rub off on the product. (Rust and Varki 1996). This will have the effect of enhancing the brand personality. The use of a highly credible and recognised person can therefore influence levels of exper tise and trust worthiness. Ohanian (1991) found that the perceived expertise of celebritys actually increased purchase intentions, even though the celebrity may have no actual knowledge of the product. It appears here that the product placement allows the attractiveness of a brand to be increased through association with a particular individual, even if that individual would have little actual knowledge or expertise in relation to the product or brand. Ethicality behind product placement Gupta and Gould (1997) define ethically-charged products (or emotionally charged products) as products which especially arouse ethical concern and differences across consumers regarding their marketing and consumption the practice of product placement is sometimes referred to as unethical since audiences are rarely informed that they are watching paid advertising when they presume they are watching creative programming playing on peoples susceptibility (Plaisance 2009). The common ethical concern in many articles is the notion that product placement constitutes a form of subliminal advertising, since products are integrated into films, but no disclaimer is present that warns the viewer of any form of advertising in the film (Gupta Gould, 1997; Snyder, 1992; Nebenzahl Secunda,1993). The practice of product placement could be described as misleading as advertisers interest and intention to influence the viewer may be concealed behind something else, in the case of movies, the context of the story. Among the most controversial subjects, however, is the use of ethically-charged products in film. The most common discussed are the use of cigarettes, alcohol, and guns, this due to the potentially harmful implications their exposure can have on someone. A 1997 study shows some individuals impressions of such placements in films. The study measures undergraduate college students views regarding the acceptability of placing cigarettes, alcohol, and guns in movies. Results indicate that the acceptability of cigarettes, alcohol, and guns are 41.3%, 60.3%, and 38.7%, respectively (Gupta Gould, 1997). There is much concern over cigarette brands being placed in movies, a common argument cites a mandate made and enforced by the United States Surgeon General. It requires that all cigarette ads feature a health warning, making known the products potential hazards to the viewer. Surgeon General health warnings, however, are not found on films that feature these placements (Basil, 1997). Another common concern is that the use of these products will encourage the movies viewers to adopt smoking as a habit. (Basil 1997) and Everett, Schnuth, and Tribble (1998) cite Social Cognitive Theory in their respective articles. This states that through observation we learn a lot. Since moviegoers are actors smoking cigarettes (and in some cases adopting specific brands), and since this is usually portrayed in movies as glamorous the moviegoers may possibly be drawn to the habit (Basil,1997; Everett, Schnuth, Tribble, 1998). Research objectives Investigate attitudes, perceptions and beliefs of viewers towards products and brands after exposure to product placement in movies. Analyse viewers opinions on the ethical issues of product placement in movies. Examine the role of products in movies as a strategic marketing tool. CHAPTER III: Methodology This chapter refines and justifies the methodology deployed in this study. The process for gathering data focused more on that of a qualitative strategy however a quantitative means was also implemented, with the focus on consumer research and understanding consumer thoughts and feelings. The research identified issues such as why consumers have the attitude or perception towards a product or brand which they have experienced through viewing product placement in movies, underlining issues such as acknowledgement, deciphering the message, and even perceptions and attitudes that are based on emotional and cultural feelings sometimes we have a favourable attitude toward an offering simply because it feels good or seems right (Hoyer Macinnis 2008). The quantitative approach was in the form of a questionnaire distributed to 18-25 year olds, the questionnaires allowed data from the focus groups to be tested and extended by from input from a wider range of participents, results are discussed in chapter 4. Qualitative approach Focus groups Focus groups are a form of group interviewing that allows data to be generated through the benefit of communication between research participants (Pope Mays). The qualitative approach was incorporated because of its ability to capitalise on group interaction that provided distinctive types of data. This study is based on consumer attitude and perceptions towards products placement and arising ethical issues, therefore it is only suited that this approach was used as it allows for deeper discussion to take place with point of views coming across from different backgrounds and cultural values and group norms are emphasised. using a qualitative focus groups would produce a greater depth of information rather than just relying on the questionaire with pre-determined responses The two focus groups were used to achieve the following: Investigate attitudes, perceptions and beliefs of viewers towards products and brands after exposure to product placement in movies. Analyse viewers opinions on the ethical issues of product placement in movies. Participants Two focus groups were conducted in an attempt to gather data on consumer attitudes and perceptions and the other on a discussion around ethics. Both focus groups followed the same procedure however groups were split into two, Group A and Group B. This was done to ensure that every subject got the chance to participate and wasnt overshadowed by the over enthusiastic; small groups offer more of an opportunity for people to talk and are more practical to set up and manage (Litosseliti 2003). 6 individuals were selected for each group, Participants from Both Group A and B were selected on the bases of being from different cultural backgrounds and being socially connected. This is because it is important to understand that cultural backgrounds can have an effect on opinions, and it maximises the possibility of exploring the subject from different perspectives (Kitzinger 1995 cited in Litosseliti 2003 P4). It was important for participants to be socially connected to ensure good group dyna mics, this helped the participants be more comfortable and open towards discussion. The selection criteria was18-25 male and females, Gupta and Gould (1997) noted that many products possess gender identifications (p.39). The researchers hypothesized that males generate more favourable responses to products that are depicted as possessing masculine qualities. Therefore the ratio of male to female will be 50:50. This will allow data to be gathered and discussed from both point of views. The advantages of focus groups as shown by Patton (1990) are the checking that takes place within the group that eliminates false views and it is easy to establish consistent views. Group A focused on discussion and questions targeted towards viewers attitudes and perceptions whilst Group B was a discussion on ethical issues. Both groups were shown two movies in one sitting this was time efficient as opposed to showing both movies twice. The movies shown were Iron Man 2 (2010) and Transformers (2007), the movies were chosen for the large amount of products placed with over 45 placements in each movie. The movies were shown in whole as opposed to clips containing products placed, this was to show the product placements in the context of the movie rather than showing clips where the products were dominant. Showing clips of the movie where products were dominant would have emphasised on the product this could have misrepresent the findings as the goal was to evaluate them within the who le movie experience. At the end of both movies the discussion commenced on consumer attitudes and perceptions with Group A, followed by the discussion with Group B on ethical issues. Participents were encouraged to use product placement in other movies as well as the two shown as examples for discussion if they could recall them and the discussion was not based entirely on the movies shown. This allowed participents to discuss product placement that may have been potryaed in a different fashion for example: the use of different actors, characters or setting. It was taken into consideration that the time difference between conducted Group A and B could have an impact on the level of debate given that Group B had to wait, however all participants were University students on the same campus and the study was conducted on University grounds giving the other group time to go elsewhere and continue with other activities whilst they waited. There were a set number of questions used for each focus group and Each individual was required to participate and provide some input to increase the depth of discussion. A simple format of question then discussion was used, questions that arose from discussion would keep the conversation flowing. Conversation flowed freely in order to discover what the subjects found to be interesting and to explore wider attitudes but conversation was re-directed by the moderator when it was felt to be unproductive or pointless (Bryman 2004). It was made clear to participants prior to the discussion that there was no right or wrong answer in an effort to remove social desirability, what the respondent thinks they should say rather than feel (Black 1999). Both discussions were recorded using a CD recorder and were later analysed with key points noted for each discussion. A full play by play transcription was not practical due to the large amount of dialogue and it is felt that a full transcript woul d have broken up narrative flow, however a shorter version of the transcript highlighting key points and questions asked is available in the appendix (())))) by noting key points only it is felt that analysing content is much easier, Bryman (2001) claims that transcribing and coding leads to a loss of context. Quantitative research Questionnaires Questionnaires allow the participant to respond to a set number of questions, questions can be open ended or closed ended, and for the purpose of this particular research aspect closed ended questions were used. A closed ended question is amicable when the dimensions of a variable have been diagnosed. Closed ended questions expose participants to the same response categories and allow standardized quantitative statistical analysis (Johnson Christensen 2010). The purpose of the questionnaire was to expand further on the data that was concluded from the focus groups (this will be discussed further in chapter 4). The questionaires focused on getting participant responses for the purpose of conformatory research (Johnson Christensen 2010) in which specific data from the focus groups was tested. This gave the results more creadability and the questionnaire would allow the study to benefit from areas of investigation that the focus groups may have failed to answer or provide enough infor mation on. 100 questionnaires were distributed around university campuses as this was the most convienent location to find participents that meet the 18-25 demographic, however it was guaranteed that that all participents would be of the age 15 questions were composed and pre, the questionnaire can be viewed in the appendix (p)))) One to one interviews Interviews will aim to meet objective The research method that will be used here is one to one interviews with either product placement agencies or companies such as Sony. These interviews will be telephone based as availability to meet face to face with businesses is a little tricky given the time frame. Given the tendency for businesses to turn down students the agency or business that is to be selected will depend on the rate at which each representative replies. The Interviews will allow these companies to convey product placement from a strategic point of view and explain the practice from their own situation, perspective and in their own words. The interviews are based on not only conversation of product placement but with an aim to generate responses from the interviewee on intended consumer behaviour. The procedure will be to follow a script for the interview investigation which can be outlined by characterising a methodological awareness of questions, a focus on the dynamics of interaction between interviewer and interviewee, and also critical attention to what is said. CHAPTER IV: Results, analysis and discussion Introduction This chapter will focus on presenting and discussing the findings from the research conducted. Due to the large amount of field work that was employed for the purpose of the study, results from both the focus groups and the questionnaires will be compared and contrasted leading to the denouement of the findings. Analysis will be based on the most pertinent data that was found. qualitative researchers needs to communicate the findings in an honest and systematic manner, disseminating the richness of the findings and hence the experience of the researchers. (Easterby-Smith et al. 2002). Discussion has been categorised in three sections, each section will address the research objectives of this study and how the findings have helped in achieving those objectives. Attitudes and perceptions towards product placement will be analysed and discussed first highlighting the points that were extracted from both quantitative and qualitative research, followed by the discussion on ethical issues towards product placement practice. Finally the interview with the industry specialist will be discussed, analysing the role of product placement in moves as a strategic marketing tool. The data that formed this discussion can be viewed in the appendix ( ) Consumer attitudes and perceptions The first area of study was the attitudes and perceptions of viewers between the ages of 18-25 towards product placement in Hollywood movies and the products or brands that are being placed. Brand recall The first focus group identified that it was hard to recall a lot of the products that were placed within the movies. It was felt that this is because of the large amount of placements in the movies to begin with. participants claimed that they could only recall the placements that were dominant and showed a stronger on screen presence than other brands or products. Amongst the placements that were most effective were car brands, it was made clear that cars were amongst the top to be noticed because its repetition in the movies made it a strong focus of the overall viewing experience. The most noticeable examples were Audi in Iron Man 2 and Cadillac in Transformers. brands in other movies were also identified as being memorable such as Toyota In fast and furious and Aston Martin in Die Another Day. Brands that somehow were incorporated into the story of the movie had greater recognition; this is because they stood out more. As mentioned in chapter 2, prominent placements achieve high er levels of recall in movies (Gupta and lord 1998). Other placements that were regarded as being effective in terms of prominence were those that had audio presence as well as physical, Oracle and Vanity Affair from Iron Man 2 where amongst the ones that were recalled. Participants revealed that the audio presence and physical presence (placement being used) generated more attention as opposed to having a brand name in the foreground. A combined 66%percent of the respondents to the questionnaire that was carried out following the focus group agreed that products stand out more when a character uses or mentions the product/brand (see table.1). Whilst the recall of a brand is an important factor in how effective the placement is, the pace or complexity of the movie can cause a distraction from the placements. The focus group suggested that some of the placements were lost due to the pace of the movies shown. One participant commented that placements in the background of slower paced movies were more effective than those placed in action movies or those with a faster pace. It was later commented that products placed within faster paced movies needed to be emphasised on more to be noticed. It therefore appears that the genre of the movie will have an effect on the product placement with in it. The research suggests that viewers will have difficulty to recall brands/products that are placed in the background or foreground of a fast past movie. However if a product is used or mentioned by a character then this increases the chances of the viewer recall. On the other hand placements within slower paced movies are easier to recal l increasing brand awareness. This indicates that positioning of the product is a valuable consideration when the goal is to increase awareness Attitude product placement The overall suggestion from this study in regards to attitudes towards product placement within the movie is that the group members strongly appreciated the presence of products within movies. The research suggests that viewers acceptability of product placement within movies is on the basis that it enhances the realism of the movie by combining products that are seen on a daily bases. One example of this found in the Movie Iron Man 2 with the insertion of CNN and Larry King, the focus group agreed that these placements gave them the feeling that the event of the movie was taking place in our world as appose to a fantasy setting. They felt that these types of placements amplified the movies realism. The group compared the differences between having placements in movie to not having any. The findings suggested that having no product placement or having fictitious products in a movie reflected on the setting of the movie, it would create a fantasy world for viewers which was fine if it was a movie in the category of Lord of the Rings or Avatar. Williams (2004) suggested that product placements are contextually integrated into movies. Therefore It is important to note that placements are deemed to be acceptable by viewers because of the reflection these products have on real life. In the survey questionnaire that was carried out, a combined 63 out of 100 respondents agreed and strongly agreed that placements add to the realism of the movie (see table.2). TABLE 2: Viewers opinion on products adding realism to movies This confirms the findings from the focus group; however there are a large number of respondents that validate that they disagree with the statement. It is mentioned in the literature that some see product placement practice as an invasive one that sews itself a new seam in the blanket of brands that covers a strong consumer-based society (Phillips Purdie 1993). This is one suggestion as to why respondents to the survey questions may have disagreed. It could be argued that some viewers find placements invasive. however the findings from the focus group indicates that whilst placements add realism, the ones that appear without contributing to the story line or are emphasised in a way that seems to be out of context in regards to the movie can be described as annoying or blatant advertising. The views of the group were not that this was invasive but more or on the line of annoying. Examples that were noticeable were the Panasonic placement in Transformers. In a scene that was devoted to show a Branded memory chip, the character tilts the product towards the camera revealing the brand name. It was suggested that this had no association to the story line nor was it placed to emphasis realism; one participant described it as being an obvious plug. The common theme was the emphasis on the annoyance of pushy advertising, this research commends Balsubramanian et al (2006) who suggested that blatant placements have the ability to irritate. Therefore if product placement is to appear, the product needs to contribute to the content of the movie in order to generate positive attitudes and acceptability from the viewers. But it is important to distinguish between attitudes towards product placement practice (discussed here) and attitudes towards the brands being placed. This leads us to the next area of this study. Attitudes and perception towards brands In the previous paragraph we discussed the attitudes towards product placement; we will now discuss viewer attitudes and perceptions towards the product/brands that are placed. A common theme that was identified from the focus group discussion was that viewers did not generate a positive or negative attitude towards a product or brand because of the way it was placed in the movie. The findings from this study suggest that whilst awareness was created there was little change in attitudes towards the brands that were placed. one viewer generated a positive attitude towards the use of the Everlast in Iron Man 2 in a scene where Robert Downey Jr is boxing whilst exhibiting the branded clothing. The viewer associated with the bra