Similarly, Another Case In Which Social Control Is...

Similarly, another case in which social control is interpreted as a response to ethnical conflict occurred in Rwanda, a country located in East Africa. According to international law specialist John Quigley, Rwanda was â€Å"probably the most concentrated mass killings ever seen† (Jones 2011 Page 346). In twelve weeks, approximately one million Tutsi, and tens of thousands of Hutus were murdered. About 80 percent of victims were caught in the â€Å"hurricane of death† between the second week of April and the third week of May. Gerard Pruiner notes that â€Å"if we consider that probably around 800,000 people were slaughtered during this short period†¦ the daily killing rate was at least 5 times that of the Nazi Death Camps† (Jones, 2011 Page 346). As†¦show more content†¦Furthermore, in 1962 when Rwanda gained interdependence, the Hutu community gradually came into power, forcing around 120,000 people, mostly Tutsis to be taken as refugees in neighbouring states (Jones 2011). An incident that occurred on April 6 1994 led the Hutus to express grievance against the Tutsis population in Rwanda. The death of the Rwandan president caused by a rocket attack ignited weeks of massacres between the Tutsis and Hutus. As a result, the Hutu population of Rwanda attempted to rid the entire Tutsi population. Within an hour of the plane crash, the Presidential Guard, along with armed forced and Hutu militia groups known as Interahamwe and Impuzamugambi assembled road blocks in the streets of Rwanda and began the Tutsis. A political vacuum erupted following April 7th after the Hutu Prime Minister and 10 of her Belgian bodyguards were killed (Jones 2011). The massacre began in Kigali, the capital city of Rwanda. Hutu extremists set up road blocks, and everyone passing through was forced to flash their identity cards. Those who were Tutsi were killing either machetes, clubs and other lethal weapons. Over the next several days even week, violence erupted. 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Creating Environmentally Sustainable Food -Myassignmenthelp.Com

Question: Discuss About The Creating Environmentally Sustainable Food? Answer: Introduction: In the current era, every organisation is attempting to explore innovative technology in the market. After accomplishing the objectives of the organisation, it is crucial to maintain the sustainable position through implementation of the powerful monitoring system (Amran, Lee and Devi 2014). In this report, the intention is to analyse the current state of sustainability reporting of Nestle, which includes social dimension, economic dimension and environmental dimension. Nestle is one of the biggest health, nutrition and wellness organisations, which offers superior quality products and services to its customers. It is headquartered in Switzerland having global employee base of more than 200,000 (Nestle.com 2018). Moreover, the report aims to illustrate the implications for different stakeholders in relation to financial decision-making. Current state of sustainability reporting of Nestle: In this specific dimension, the social culture is a significant factor for an organisation to develop. Nestle has formed its business globally and it has become familiar with the facts of the product closely associated with the social and eating habits of the customers. According to Anderson and Abensour (2017), the organisation has concentrated on the growing strategy and it has respected diverse traditions and cultures. In addition, the organisation has integrated into the tradition and cultures, in which it is present along with strengthening the cultural and social diversity and it considers the religion, nationality, race and gender. It believes that the activity of the organisation would result in providing long-term benefits to the community. Thus, Nestle is thinking from the global perspective with the help of commitment and local action. The organisation has shown its commitment to various cultures and its values. These are primarily from the roots of origin and developing a cross the world, in which it has been established. Economic dimension: In the words of Aswani and Swami (2017), agriculture plays a crucial role in most of the global nations. It is the primarily role related to economic growth and prospect development of vast majority with the developing nations. About 70% of the people are residing in the rural areas and they depend completely on farming for their livelihood (Buhr, Gray and Milne 2014). In this respect, Nestle has offered considerable job opportunities to the individuals to involve in agricultural jobs and it provides consulting advice to the farmers for developing the cultivation effectively. The economic dimension of sustainability relies on the indirect and direct economic effects, which the organisation operates in relation to the surrounding community and the shareholders. In addition, it has contributed its operations with the help of local tax base and thus, support is provided to the government in terms of revenue (Ceulemans, Molderez and Van Liedekerke 2015). This is because tax holds the base and it has considerable influence on the formation and distribution of wealth of the organisation. Nestle has valuable license to operate in almost all of the global nations, which has resulted in creation of trust among the customers in believing in its product quality. Environmental dimension: According to Bebbington, Unerman and O'Dwyer (2014), the environmental dimension acts as the key to sustainable development and hence, it could be termed as the social responsibility pillar. Generally, the environmental effects denote the negative results such as climate change and soil erosion. Sometimes it takes into account over-utilisation of non-renewable energy and natural resources along with deforestation (Edgley, Jones and Atkins 2015). Thus, negative effect on the organisation would be created. The calculation of environmental effect could be made by ascertaining the output and input table along with ecological footprints. Nestle has encountered various issues in the environment in relation to deforestation and climate change. In order to overcome these issues, it has applied feasible strategies along with maintaining competitive position in the food industry. It has shown its commitment to the environmental challenges and responsibilities have been changed from conventiona l mode of operation to environment-oriented. Nestle has executed the system of environmental management, which is an effective method for improving the overall environmental performance. Particular areas to sustain for Nestle: As commented by Ioannou and Serafeim (2017), one of the focus areas is the social aspect, which would help an organisation to sustain amongst the rivals. Most of the organisations are concentrated to address the social responsibility by taking into account the social effect of the organisation. This takes into consideration the organisation with the individuals associated with the supply chain. It denotes the management and the stakeholders for formulating the action plan in order to contribute well-being and the societal interest. Nestle has succeeded to maintain huge customers from the global nations by providing superior quality products along with providing adequate importance for the shareholders. In addition, it has managed to maintain effective relationship with its global customers by providing superior quality services with durability and safe services. The fair source of advertising and trading has helped in increasing the business standard of Nestle in the history of the food industry. In addition, it has concentrated on the staff responsibility and it has provided effective benefits to the deserving staffs. The social responsibility of a staff is more in contrast to the former employee contract. Thus, the staffs are the main strength of the organisation, which is the main reason they are considered as the assets of the business. In this aspect, Nestle has provided identical opportunities to all its staffs regardless of age, gender and religion. Moreover, the organisation has concentrated on increasing the health prosperity and stability of the customers where it operates its business segments. Despite the stringent competition for Nestle, it has assured the leading position in the global market by focusing on the major areas and expressing its powerful strategy. Implications for various stakeholders in relation to financial decision-making: As laid out by Jones, Comfort and Hillier (2016), it is significant for an organisation to display sound progress in the economic level. This is because it would enable in exploring the inner capabilities by expanding its business operations in the global nations. The investment is considered to have an effective source for the economic development of the nation. Hence, developing long-term value with the consumers and shareholders is the primary strength of surviving among the rivals in the market (Junior, Best and Cotter 2014). Thus, the accounts need to be managed with the income statement. This would help Nestle in taking a step forward in improving its business profits. Moreover, the exchange rates have direct effect on the largest food company, which is Nestle. Since Nestle is involved in making various food products, it has immense scope in various global nations and this would be reflected in the export of products. There is increase in trading of these products among the customers because of the services and quality. In addition, Nestle has experienced considerable increase in sales margin, which is beyond the market growth rate. In addition, constant growth is necessary without any impact on trade. Thus, it has concentrated on the major areas in developing its business to a greater level. The organisation has concentrated continuously in meeting the customer demand along with increasing the quality of products for increasing the value of money (Miah et al. 2015). With the help of technological developments and apprentice programs for the staffs, Nestle has managed to create long-term sustainable development for maintaining its healthy financial position in the global economy. Finally, it has sponsored the cultural events and local sports for the community, which has helped in increasing its popularity in the global community. Hence, it has took care of all the associated stakeholders, which has helped in undertaking financial decisions for increasing its overall productivity and profitability. Conclusion: Based on the above discussion, it could be evaluated that the significant factor and the main strategy in maintaining the organisational stability is sustainability. This is because the development of the sustainable strategy would enable in staying alive in the competition along with allowing for moving further to develop its business operations. By gaining an insight of the marketing condition of the economy, Nestle has implemented its sustainability measures providing insight into the measurement of its business operations. Nestle has encountered various issues in the environment in relation to deforestation and climate change. In order to overcome these issues, it has applied feasible strategies along with maintaining competitive position in the food industry. It has shown its commitment to the environmental challenges and responsibilities have been changed from conventional mode of operation to environment-oriented. The fair source of advertising and trading has helped in increasing the business standard of Nestle in the history of the food industry. In addition, it has concentrated on the staff responsibility and it has provided effective benefits to the deserving staffs. The social responsibility of a staff is more in contrast to the former employee contract. Moreover, the organisation has concentrated on increasing the health prosperity and stability of the customers where it operates its business segments. Despite the stringent competition for Nestle, it has assured the leading position in the global market by focusing on the major areas and expressing its powerful strategy. References: Amran, A., Lee, S.P. and Devi, S.S., 2014. The influence of governance structure and strategic corporate social responsibility toward sustainability reporting quality.Business Strategy and the Environment,23(4), pp.217-235. Anderson, J. and Abensour, J., 2017. Measuring Your Companys Impact: How to Make the Most of Sustainability Reporting Frameworks. InManaging for Social Impact(pp. 255-271). Springer International Publishing. Aswani, K. and Swami, S., 2017. Analysis of Sustainability Reporting of Indian Companies. Bebbington, J., Unerman, J. and O'Dwyer, B. eds., 2014.Sustainability accounting and accountability. Routledge. Buhr, N., Gray, R. and Milne, M.J., 2014. Histories, rationales, voluntary standards and future prospects for sustainability reporting.J. Bebbington, J. Unerman and B. ODwyer, eds, pp.51-71. Ceulemans, K., Molderez, I. and Van Liedekerke, L., 2015. Sustainability reporting in higher education: A comprehensive review of the recent literature and paths for further research.Journal of Cleaner Production,106, pp.127-143. Edgley, C., Jones, M.J. and Atkins, J., 2015. The adoption of the materiality concept in social and environmental reporting assurance: A field study approach.The British Accounting Review,47(1), pp.1-18. Ioannou, I. and Serafeim, G., 2017. The consequences of mandatory corporate sustainability reporting. Jones, P., Comfort, D. and Hillier, D., 2016. Materiality in corporate sustainability reporting within UK retailing.Journal of Public Affairs,16(1), pp.81-90. Junior, R.M., Best, P.J. and Cotter, J., 2014. Sustainability reporting and assurance: A historical analysis on a world-wide phenomenon.Journal of Business Ethics,120(1), pp.1-11. Miah, J.H., Griffiths, A., McNeill, R., Poonaji, I., Martin, R., Morse, S., Yang, A. and Sadhukhan, J., 2015. Creating an environmentally sustainable food factory: a case study of the Lighthouse project at Nestl.Procedia CIRP,26, pp.229-234. Nestle.com. 2018. [online] Available at: https://www.nestle.com/investors/publications/2017 [Accessed 17 Jan. 2018].

THE PHOENICIAN WOMEN Essay Example For Students

THE PHOENICIAN WOMEN Essay A monologue from the play by Euripides NOTE: This monologue is reprinted from The Plays of Euripides in English, vol. ii. Trans. Shelley Dean Milman. London: J.M. Dent Sons, 1922. JOCASTA: Believe me, O Eteocles my son,Old age is not by wretchedness aloneAttended: more discreetly than rash youthExperience speaks. Why dost thou woo ambition,That most malignant goddess? O forbear!For shes a foe to justice, and hath enteredFull many a mansion, many a prosperous city,Nor left them till in ruin she involvesAll those who harbour her: yet this is sheOn whom thou doatst. Twere better, O my son,To cultivate equality, who joinsFriends, cities, heroes, in one steadfast leagueFor by the laws of nature, through the worldEquality was stablished: but the wealthyFinds in the poorer man a consant foe;Hence bitter enmity derives its source.Equality, among the human race,Measures, and weights, and numbers hath ordained:Both the dark orb of night and radiant sunTheir annual circuits equally perform;Each, free from envy, to the other yieldsAlternately; thus day and night affordTheir services to man. Yet wilt not thouBe satisfied to keep an equal portionOf these domains, and to thy brother giveHis due. Where then is justice? Such respectAs sober reason disapproves, why payst thouTo empire, to oppression crowned with triumph?To be a public spectacle thou deemstWere honourable. Tis but empty pride.When thou hast much already, why submitTo toils unnumbered? Whats superfluous wealthBut a mere name? Sufficient to the wiseIs competence: for man possesses naughtWhich he can call his own. Though for a timeWhat bounty the indulgent gods bestowWe manage, they resume it at their will:Unstable riches vanish in a day.Should I to thee th alternative proposeEither to reign, or save thy native land,Couldst thou reply that thou hadst rather reign?But if he conquer, and the Argive spearsOerpower the squadrons who from Cadmus spring,Thou wilt behold Thebes taken, wilt beholdOur captive virgins ravished by the foe:That empire which thou seekst will prove the baneOf thy loved country; yet thou still persiststIn mischievous ambitions wild career.Thus far to thee. And now to you I speak,O Polynices; favours most unwiseAre those Adrastus hath on you bestowed,And with misjudging fury are you comeTo spread dire havoc oer your native land.If you (which may the righteous gods avert!)This city take, how will you rear the trophiesOf such a battle? How, when you have laidYour country waste, th initiatory ritesPerform, and slay the victims? On the banksOf Inachus displayed, with what inscriptionAdorn the spoilsFrom blazing Thebes these shieldsHath Polynices won, and to the godsDevoted? Never, O my son, through GreeceMay you obtain such glory. But if youAre vanquished and Eteocles prevail,To Argos, leaving the ensanguined fieldStrewn with unnumbered corses of the slain,How can you flee for succour? Twill be saidBy some malignant tongue: A curst allianceIs this which, O Adrastus, thou hast formed:We to the nuptials of one virgin oweOur ruin. You are hastening, O my son,Into a twofold mischief: losing allThat you attempt, and causing your brave friendsTo perish. O my son s, this wild excessOf rage, with joint occurrence, lay aside.By equal folly when two chiefs inspiredTo battle rush, dire mischief must ensue. We will write a custom essay on THE PHOENICIAN WOMEN specifically for you for only $16.38 $13.9/page Order now

Canadas Dark Hour essays

Canada's Dark Hour essays During World War II, Canada was at war with Germany and Italy. Canada was fighting to protect the lifestyle that its citizens had become accustomed to. The soldiers in WW II gave their lives for the good of their great nation. Canada was also facing a major threat in the Pacific. The threat was the powerful nation of Japan. To that point in time Japan was the strongest military force that the world had ever seen. The Japanese government was strongly influenced by military leaders who were in favor of an expansion of Japanese power in the Pacific through military means. Japan had been sweeping through such strong military forces as China, Australia and Britain (Hong Kong). Japan was a major threat in World War Two to a lot of countries. Then when japan bombed Pearl Harbor in a surprise attack against the Americans. The Canadian government had to move quickly to protect its borders. The Canadian government decided that it was best that the Japanese be moved inland away from the coast. This was done for two main reasons, one to prevent spying and sabotage and secondly to protect the Japanese from anti-Asian violence. This decision was not only for the good of the country but also for the good of the Japanese people. The government made the right decision for the matter at hand. It is true that the Canadian Government noted that "no Japanese in Canada has been suspected of or linked to, an act of sabotage or espionage". Also in a RCMP investigation, the Japanese in Canada were not considered a real threat but the assessment was conducted before the country of Japan was officially in World War Two. These reports would have been outdated as the ideas and beliefs of the Japanese could have changed once Japan was at war with the world. People changed their views during times of change. As Japan officially entered W.W.II many passions of the people may have changed. The Canadian Government was faced with the treat of this poss...

The kingdome film (2007) Essay Example | Topics and Well Written Essays - 500 words

The kingdome film (2007) - Essay Example War then started and different problems happened. In 1973 the oil embargo occurred and lasted until 1974. Also, in the 90’s Saudi Arabia became the top oil producer in the world while US became the top oil consumer. Terrorism then rocked the world after the said period. This became the connection of the movie to reality. The plot presented a fictitious compound, Al Rahmah in Riyadh, Saudi Arabia where foreign workers are living with their families and where the main focus of the movie which is the bombing occurred. Through different situations caused by different groups, the 4 FBI agents pursued the search for the people responsible for the bombing. Through the process a friendship had been established with the local military official Al-Ghazi. The attacks continued even when one of the officers had been taken by the group. The movie presented the different social issues such as clashes of culture, traditions, religion and beliefs. The clash of culture and traditions can be ob served in the minute details in the movie. One is the amount of respect given to the leaders of the country such as the Prince.

Ecotourism and community development Assignment

Ecotourism and community development - Assignment Example Ecotourism involves travelling to natural places with the aim of conserving the environment and improving the livelihood of the inhabitants of the region Forsyth (2010). Edgell (2006) argues that as a trend, ecotourism emerged in 1980 s and it involved small-scale visits, however in the recent years people have become more aware of it leading to its grown popularity. In Thailand, ecotourism has several benefits that point towards the conservation of the natural environment especially the Thai’s mangrove forests. Sirinart Rajini mangrove-ecosystem learning centre is the first product of the government’s effort to promote ecotourism. Created from an abandoned shrimp farm the centre aims to provide the residents with practical knowledge on the importance of promoting ecotourism. Following the establishment of a shrimp farm in the Sirinart Rajini ecosystem, the natural mangrove forest and environment was greatly affected and therefore the government aims to restore it by pr omoting ecotourism (Thanomrak, 2011). The centre works with the local communities to promote environmental conservation through soil conservation and reforestation. The centre therefore aims at establishing a sustainable ecosystem that benefits people and other inhabitants of the environment. ... The definition also includes the desire to conserve the natural environment as the second objective of ecotourism. Ecotourism generally targets the creation of awareness in people on the need to conserve the deteriorating natural resources (Wood, 2002). Ecotourism also promote the development of the local communities through promotion of economic activities that are aimed at the conservation of the natural environment and resources. Through ecotourism programs, the government is also pushing its agenda of poverty eradication through the promotion of sustainable community development projects Neth (2008). Although ecotourism has massive and notable benefits, some scholars have pointed at some disadvantages on the activity that focus on the long-term developments. Promoting ecotourism has led into encroachment into the natural environment and this has caused ecological imbalance. The process has therefore led to the destruction of ecosystems that are of great biological importance for the future generations. The need to generate more revenue has accelerated the pace of destruction of the natural environment and therefore the country would do better without the activity. Ecotourism has also exposed native communities of the country to external influence and this has promoted cultural interference (Belanger, 2006). The activity has therefore weakened the culture of the Thai people that had been one of the strongest cultures of the world. Through promoting ecotourism, cultural and religious values that are of great importance to the people and the country are being eroded constantly. The government is therefore conscious of the long-term effect of the activity in the

The Sex In Advertising Media Essay

The Sex In Advertising Media Essay Today we live in a world that sex sells mostly everything. People from all over the world are constantly bombarded with an increasing amount of sexual advertising messages whether it is seen on television, magazines, billboards, or even heard on the radio. Advertisers use sexual clips and photos in their ads or commercials to make a long lasting impression on the consumers. Sex in advertising The amount of partially and fully nude models has severely increased over the years and is more popular now than ever. Advertisers use sex as a tool to draw additional attention to a specific product and are known to be one of the most persuasive tools used by both marketers and advertisers. Advertisements often touch the borderline of the forbidden, with the emphasis of attracting attention (Heckler et. al, 2001). The limits are consistently being pushed to see how far advertisers can go. From the beginning of the 20th century focusing on a womens calf below her skirt would be enough to pass the limit for what was tolerated, and now the advertisements being used today would easily be considered as pornography. Problem Pictures, sounds, and stories, are a form of sexual information that has proven to have stirred up a variety of emotional reactions within viewers (Heckler et. al, 2001). Sexual appeals can generally be defined as messages; it can be shown through brand information in advertising contexts or as persuasive appeals in social marketing contexts, which has a connection with sexual information. In advertising, there are different types of sexual information (Lambiase Reichert, 2003). Lambiase and Reichert identified five different types of sexual content in advertising, which are nudity, sexual behavior, physical attractiveness, and sexual referents. The usage of sex appeal in advertisement Throughout the past twenty years, the exposure of sex appeal in advertising has become more or less common (Henthorne LaTour, 1994). The reality of sexual appeals in advertising is widespread in throughout many parts of the world and it is often thought of as fulfilling stimulating and arousing fantasies (Gould, 1994). Stephen J. Gould, further states that the ethics and morality of sex appeals continues to be contested, much as sexual norms and traditions in general have been challenged throughout history. A review of remaining research indicates complex connections between the usage of nudity in an advertisement and numerous lengths of advertising efficiency (ibid). The research on the use of nudity in an advertisement has found that although nudity may increase and bring forth attention it may also decrease the attention toward the brand name (Belch, Severn, 1990). Refering to a study by Richins (1991) it was stated that about half the time or even more frequently, more than 50 per cent of respondents said that when they see clothing advertisements and cosmetic advertisements, they compare themselves to the models in the advertisements. After viewing beautiful models or highly attractive individuals, for example in television advertisements or even on the cover of a Victoria Secret catalog, viewers tend to rate the attractiveness of more ordinary looking people lower than they would otherwise (ibid). Sexual appeal directed to youth Sex and sexism in advertising justify further discussion, as marketers target young audiences with sexual appeals and marketers use sexual imagery to sell products to teenagers and young adults (Reichert, 2003). The effect of sexual content in advertising may be heightened for young adults, for whom sexual expression and experiences are still relatively new and therefore sexual content is often targeted to young adults (ibid). The author states that advertising creators are producing sexual appeals for products targeted to young adults, and media planners are placing these advertisements in media consumed by younger audiences. Much of todays sexual advertising targets youth, yet there is little data in existing research to show how the youth react to such advertisement. Literary Review Arousal and response in the context of sexual advertisement stimuli Lambiase and Reichert (2003) claim that men and women perceive sexual appeals in advertisement differently. When showing the men and women a print advertisement of explicit female nudity women reacted tenser then men did. When men viewed the print advertisement, they reacted with energy arousal instead of tension arousal (ibid). In a study that was conducted, one group of participants was exposed to an advertisement with nude erotic appeal while a second group was shown an advertisement with semi erotic appeal (Lambiase Reichert, 2003). The participants in the two groups were shown an advertisement similar to each other, showing a women modeling on a beach, but the advertisement with the seminude model was masked by a perfume bottle. Both of the groups attitudes towards the brand were then evaluated. The outcome of the experiment showed that the advertisements with nude erotic appeal were negatively influencing consumers attitudes to the brand. The group that was shown the semi-nude advertisement displayed a positive association toward the brand (ibid). The author also concludes that these results indeed undermine the idea that sex sells; this is especially true when it comes to female respondents. Sexual appeals perceived by men and women in advertising Treise and Weigold (1994) argue that although it is often believed that sex sells, it sells at the consequence of controversy. This statement was supported by the author, who conducted this study. The sample responses showed that a large amount of consumers are bothered by the use of sex in advertisements. About half of the participants in the study felt that there is nothing wrong with using sexual advertisements to sell products if it is perceived as tasteful. Although participants believed that there was too much sex in advertising. More than half of the respondents in Treise and Weigolds (1994) study felt that nudity in advertising is not appropriate for general interest in magazines; almost as high figure of the respondents thought that sexual advertisements play a role in a teenagers decision to become sexually active. Men and womens response to nudity in advertising Smith et. al, (1995) have studied how partially nude models in advertising influence consumers. Authors refer back to prior studies, where they found a common finding that sexual stimulus in advertising draw attention away from brand information. Also people who viewed the advertisement will notice the difficulty in remembering the brand due to the advertisements sexual content. However, the authors repeatedly state that nudity or sexual content in an advertisement increases the consumers arousal. Increased arousal takes some responsibility for consumers increased recognition of sexual content in advertisements. As stated by Smith et. al, (1995) Advertisements with sexual content or nudity increases recognition; meanwhile, it decreases the brand recognition. The authors also states that men were more receptive to advertisements containing female nudity, but women were more favorable to advertisements with a nude male. Smith et. al, (1995) state that previous research has identified important variables that support whether nudity is considered to be effective and or ineffective in advertisements. The research showed that nudity should be avoided in situations where it can give off a negative thought our feeling, like an inappropriate product; however, the authors claim that nudity works better for products such as, alcohol and fragrances, the main reason for this is that sex appeal promote products better than others. Although majority of consumers will be aroused by advertisements containing sexual stimuli, it is important to remember that not all arousal is beneficial to the advertiser (ibid). Data Collection When collecting data for the research it can be either collected for the first time which is called primary and/or information that already exists which is secondary data. According to Yin (2003) it is more convenient to use secondary data. Yin (2003) says there are six different ways evidence can be collected. These are through documents, records, interviews, direct observation, participant-observation, and physical artifacts. Each of these do not have an advantage over the other (ibid). The method I used to collect data for this study is interviews, documentation, and observations. My secondary data will be the documentation and observations will be my primary data. Interviews will be the major source for my primary data collection. my reason for choosing interviews as my major source is because of its strength. It allows me to directly focus on the topic of my thesis. Yin (2003) believes that an interview can have potential disadvantages and can be biased because of the poor constructed questionnaires. There is also a risk for reflexivity. This is where the interviewed person will tell the interviewer what he or she wants to hear. A focus interview was used to conduct my thesis. The interview will be used to prove or disprove the theories of this study. This type of interview can be done in different ways. Interviews through the telephone are less expensive and also are time efficient; therefore telephone interviews are extremely useful when dealing with an interview that is far away; yet, face to face personal interviews can be time consuming and involve more complex questions. The personal contact during an interview also allows the interviewer to obtain more feedback from the respondent. The type of focused interview I used for this thesis is a focus group; my research was done through two focus group interview sessions. For my sample selection I chose students from Arroyo High School in San Lorenzo, California. The choice of respondents was based on my own personal preference. I thought that targeting this specific group was interesting because I would get to research what the students of Arroyo High thought about sex in advertising. Because this group of people is in high school they are considered to be under developed and immature when it comes to sex. Also they are still at an age where advertising can easily influence them. Interviews Young men The case study was conducted through two focus group interviews, one group including women and one group including men. In the first interview several students from Arroyo High School were selected. The male students participating in the focus group interview were born in 1995- 1996. The individuals participating were told that the aim of this session was not to make them agree upon one solution, but to bring forth their individual perceptions and attitudes. The focus group interview started with me showing them five magazine advertisements (appendix 2 6). The reason for doing this was to stimulate their minds in order to improve the upcoming questions. At first, the males articulated that sex sells. The group agreed that a sexual advertisement had to contain a women that was really good looking in order to be considered an erotic advertisement. The physical appearance being above the average looking individual was very important to the group when deciding if the advertisement was sexual or not. One respondent said: Sex is common nowadays, companies should think of parodying sex in advertisements. Is there too much sex in advertising and is there a limit where it becomes offensive? This question caused a lot of debate. Overall the group stated that there was too much sex in advertising. Here are some remarks from the discussion: Young children 10-14 years old as well as many of us high school students get the wrong idea. It is okay if the people are semi-nude, but not completely naked. If the sexual advertisement doesnt have much to do with the product, then there is probably too much sex involved. Is okay to use sex in advertisements? The students all agreed as long as it is used properly; otherwise, it is not okay.. One student claimed: Sexual appeal in advertisements if it promoting fragrances or lotion, but not okay when it is used for yogurt. Another respondent stated, and got support for the statement from the group: Sometimes the advertisers go too far. Do advertisements with erotic appeal change your attitude toward a brand? This question had a split answer. Some pointed out that they do not change their attitude towards the brand because the advertisement is sexual; however, two boys stated that sometimes they do. One respondent commented: If the advertisement is too sexual, I most likely will not purchase that product. The other respondents answered: if the advertisement is sexual and not relevant to the product, then my attitude usually changes towards that brand or product. You do not have the energy to care if the advertisement is sexual, you might change attitude but you do not have the energy to change buying behavior. Personally, sex in advertising is not enjoyable anymore. Do advertisements with attractive models change your comparison standards for physical attractiveness? All but one guy claimed that their standards changed after looking at attractive models in an advertisement. Also after viewing advertisements the respondents admitted they had higher standards for how the girls should look. Young women The second interview at Arroyo High included several female students born between the years 1995-1996. The focus group session was conducted in the same manner as the first one. Initially, the respondents discussed in general how they define sexual appeal in advertising. Some of the female respondents defined sexual appeal in the following way: It has a sexual appeal if they move slowly in combination with soft lightning. It does not have to include nudity to have sexual appeal.à ¢Ã¢â€š ¬Ã‚ ¨ Strong attraction in their eyes can tell you that it really looks like he or she wants sex.à ¢Ã¢â€š ¬Ã‚ ¨Majority of the female students did not mention physical attractiveness, but instead talked about the importance of the actor/ actresses movement. Is there too much sex in advertising and is there a limit where it becomes offensive? The female students all seemed to agree on the following: The companies do not gain anything with sexual appeal in advertising since everybody has it. To me, advertisements based on sexual appeal do not stand out.à ¢Ã¢â€š ¬Ã‚ ¨The female students believed that an advertisement becomes offensive when the nudity has no connection to the product. Is okay to use sex in advertisements? The female students did not agree, they believed that sexual appeal could be used if it had a relevant purpose in the advertisement. One of the respondents mentioned, For example, a sexual advertisement is okay when it is promoting condoms. Do advertisements with erotic appeal change your attitude toward a brand? The opinions amongst the respondents were split. Some claimed that they did not think of the advertisement when buying a product. Other said that it changed their opinion about the product and instead chose a similar product. One student stated: You do not think about the advertisement when you buy a product. Another girl claimed: It might change attitude towards the brand and you might choose another brand if the advertisement you saw is bad and corny. This has happened to me before. You get a negative attitude if the advertisement is too sexual. à ¢Ã¢â€š ¬Ã‚ ¨Do advertisements with attractive models change your comparison standards for physical attractiveness? The female students all agreed that it does not change their perception of how your friends look, because of their personality. Although, they did agreed that it changed their outlook of people they do not know. One of the girls explained it like this: If you meet a guy on the street it can happen that you compare him with good looking models in advertisements.à ¢Ã¢â€š ¬Ã‚ ¨ One of the girls also claimedà ¢Ã¢â€š ¬Ã‚ ¨I often find myself comparing the men in advertisements with my boyfriend. Data Analysis The survey participants believed that being nude is very different than sex appeal. The students in both the girls and boys group agreed that all the models in the advertisements I showed them were very good looking and not the average girl next door, which played a great role in how the advertisements were perceived. According to Lambiase and Reichert (2003) there are different types of sexual information in advertising; nudity, sexual behavior, psychical attractiveness and sexual referents. As previously stated, the respondents agreed that the different types of advertisement are considered to be sexual. From my research I found that men believe physical attractiveness is a more important factor than women think. Men claimed that in order for an advertisement to be of sexual content the women in the ad had to be extremely good looking. This backs up Ramirez and Reichert theory; that physical attractiveness was twice as important to men than it is to women. The male respondents did not feel bitterness towards attractive models in advertisements like women did. They explained that they realize people in advertising are perfect because they are retouched. Richins (1991) states that young adult females compare their level of attractiveness with models in advertisements, and women also tend to envy their beauty. This shows that Richins theories concerning young women feeling envy towards attractive models are not applicable to young men. Furthermore, beautiful models in advertisements are supposed to change the comparison standards for physical attractiveness (ibid). The majority of the respondents agreed to this and stated that they have higher demands on how a girl is supposed to look like due to the models in advertisements. Some of the respondents thought that the reason why many young females have bad self- self-assurance is because they are constantly fed with advertisements showing how they are supposed to look. However, some of the respondents claimed that advertisement had nothing to do with how they want to look. According to Richins (1991) young adult females feel envy and compare their beauty with models in advertisements targeted toward them. The respondents supported this theory. The respondents claimed, except for one who stated that she was not affected by models in advertisements, that the self-perception of physical attractiveness was lowered by advertisements including physical attractive models. Some of the respondents pointed out the fact that they subconsciously changed their perception after they have been exposed to eye-catching models. Richins (1991) states that exposure to advertising with idealized images of physical attractiveness lowers, at least temporarily young adult females satisfaction and self-perception of their own physical attractiveness. The discussion between the focus group confirmed this. The respondents mentioned if they were walking down the street it is extremely likely that they will have a higher comparison standard for physical attractiveness after looking at attractive models in advertisements. However, they quickly point out that it did not change their view of their friends since personality is important to them. According to Richins (1991) exposure to advertising with idealized images of physical attractiveness will raise young females comparison standards for physical attractiveness. Conclusion The findings of my thesis imply that there are some similarities between the data gathered and the research stated of how young men react to sexual appeal in advertising. However, there are also some differences. My findings suggest that young men believe there is too much sex in advertising, especially in cases where the product has no connection with sexual appeal whatsoever. Additionally, young men believe that advertisements can be discriminating both to men and women, since the models that are appearing in these advertisements are based on sexual appeal and are often well trained and good-looking. My research also suggest that nudity in advertisement is so common today that even though advertisements include unnecessary nudity young men do not change their purchasing behavior, even if the attitude towards the brand may change. Previous research confirms the change in attitude, but the fact that buying behavior does not change has not been brought up in earlier research. The focus groups suggested different products where they believed it is okay to use sexual appeal in advertising. One example is in advertisements for fragrances. The focus group also mentioned a non-suitable sexual advertisement was ice cream. Additionally my findings suggest that young men do not feel any bitterness or jealously towards models in advertisements because they are aware that the models in advertisements are retouched to for a more tasteful appearance. However, the respondents in my focus group brought up the fact that they believe people in general change their self-perception of physical attractiveness due to attractive models in advertisements. They also claimed that the comparison standard for physical attractiveness increased after viewing an advertisement, with a stunning woman, that is based on sexual appeal. My research also suggests that female respondents believe there is too much sex in advertising. This is especially true when it comes to products that have no association with sexual appeal. Also, young women believe an advertisement can be discriminating. Results show that young women believe that women are often portrayed as sexual objects in advertisements. In addition, the research also suggests that some young women change their attitude towards a brand and in some cases buying behavior if the advertisement is bad and too sexual. According to my findings young women are affected by sexual appeal in advertisement. This is due to the fact that the models in the advertisement are extremely attractive. This affects the self-confidence of young women according to the participants of the focus group. According my research, the reason for this is because young women are constantly targeted with advertisements based on sexual appeal which includes attractive models. Other findings suggest that young womens comparison standard for physical attractiveness increased concerning casual meetings. However respondents from the focus group claimed that comparison standards for friends were not increased since they had a personality which according to the focus group member is much more important. Todays adolescences are used to the sexual content showed in advertisement. Therefore I think that the corporations should rethink before choosing sexual appeals as a topic in their campaigns. Since sexual appeals are so common today that people do not react to it anymore. If the advertisement contains sexual behavior that is not in accordance with the product, it is very likely that people might change their attitude towards that product. If corporations use sexual appeal the wrong way in advertisements, people, or in this case, the youth will be against them and maybe go as far as not purchasing the product. Corporations might consider using other tools than sex in advertising, since sex is that common today. Sometimes a product works better with other appeals, such as humor, fear or even guilt. References Belch, G.E. Severn, J. (1990). The effects of sexual and nonsexual advertising appeals and information level on cognitive processing and communication effectiveness. Journal of advertising, Vol. 19 Issue 1. ISSN 0091-3367 Gould, S.J. (1994). Sexuality and ethics in advertising: A research agenda and policy guideline perspective. Journal of advertising, Vol. 23 Issue 3. ISSN 0091-3367. Heckler, S.E., Jackson, S. Reichert, T. (2001). Sexual Appeals in advertising. Journal of advertising, Vol. 30 Issue 1. ISSN 0091-3367. Henthorne, T.L. LaTour, M.S. (1994). Ethical judgments of sexual appeals in print advertising. Journal of advertising, Vol. 23 Issue 3. ISSN 0091-3367. Lambiase, J. Reichert, T. (2003). Sex in advertising. Mahwah, New Jersey : Lawrence Erlbaum Associates. ISBN 0-8058-4117-2. Reichert, T. (2003). The prevalence of sexual imagery in ads targeted to young adults. Journal of consumer Affairs, Vol. 37 Issue 2. ISSN 0022-0078. Richins, M.L. (1991). Social Comparison and the idealized images in advertising. Journal of consumer research, Vol. 18. ISSN 0093-5301. Smith, S.M., Anton, M.R., Haugtvedt, C.P. Jadrich, J.M. (1995). Understanding responses to sex appeals in advertising: An individual difference approach. Advances in consumer research, Vol. 22. ISSN 0098-9258. Treise, D. Weigwold, M.F. (1994). Ethics in advertising: ideological correlates of consumer perceptions. Journal of advertising, Vol. 23 Issue 3. ISSN 0091-3367. Yin, R.K. (2003). Case study research: Design and methods. (3rd ed.). Thousand oaks, California : Sage Publications Inc. ISBN 0-7619-2553-8. Appendices 1-6 Appendix 1: Interview questions I will start by showing the group the pictures of the advertisements and then the participants will discuss what they see and feel about the material. When the group is done expressing their reactions I will continue by asking them the following questions: Question 1: Is there too much sex in advertising and is there a limit where it becomes offensive? Question 2: Is okay to use sexual appeal in advertisement? Question 3: Do advertisements with erotic appeal change your attitude toward a brand? Question 4: Do advertisements with attractive models change your comparison standards for physical attractiveness? After the questions I asked if the group wanted to add anything else. Appendix 2 http://i643.photobucket.com/albums/uu151/brosjdm/erotic.jpg Appendix 3 Appendix 4 http://i368.photobucket.com/albums/oo126/theybf/Feb%2009/0905a17e.jpg Appendix 5 http://fc01.deviantart.net/fs20/i/2008/304/1/a/Erotic_hug_by_fdesign74.jpg