Shock Advertising: Effects On Students

Shock Advertising: Effects On Students Consumers can be exposed to over 3000 advertisements per day (Lasn,1999). So marketers constantly look for a way to be recognised ahead of their competitors and break through the clutter (dahl et al 2003) One of the ways in which marketers do this is through shock advertising. A technique that has caused some controversy in recent years. Dahl 2003 states Shock messages are used in a bid to draw attention to an advertisement with the expectation that further processing will take place. It has been heavily adapted by charities and the government who promote anti-drink driving, and anti-drug campaigns. It is used it order to shock and scare the public creating surprise. It is this surprise that enables the individual to want to process the given information more clearly, in order to make a decision, resulting in action. (Dahl 2003) The aim of shock advertising is to influence peoples attitudes and behaviour. However this might always be the case when exposed to shock advertising. Some people have lower expectations of social norms, and may process shock advertising in a more negative way than people with higher expectations of social norms. This is known as the process of norm violation Dahl, 2003, p268) The main goals of this dissertation are to evaluate these norms and how they are processed by students in relation to attitudes and behaviour through being exposed to shock advertising. Previous research has shown that advert using shock are more effective at creating attention than other tatics (fear, information). It is this that has driven me to conduct this dissertation to conclude if that given attention actually results in a change in attitude or behavioural. This is something that has always been critiqued. Literature review A crucial element of all research degrees is the review of relevant literature. So important is this chapter that its omission represents a void or absence of all major elements in research (Afolabi 1992, 59-66) The use of Shock advertising has been used in order to create a change in a consumers attitude or behaviour. The purpose of this literature review is to process and evaluate previous academic journals, literature and media to elaborate upon and facilitate that statement. The literature review consists of models evaluating how attitudes can be formed, using the Hierarchy of effects AIDA model to define the attitude forming process, then using this process to determine how these attitudes are then changed. Attitudes An attitude is a lasting, general evaluation of people (including one self) objects, advertisements or issues. We call anything toward which one has an attitude an attitude object (Solomon et al 2006, p234) Ones attitude can affect their perception of different brands, products or advertisements. Bohner 2002 p5 states Attitudes may emphasise affective, behavioural and cognitive responses. This is something that advertisers may take into account as they can manipulate peoples emotions and reactions through the use of fear in advertising. Solomon 2006 p288 Fear appeals emphasize the negative consequences that can occur unless the consumer changes a behaviour or an attitude this thought process can give advertisers a way in which to target different demographics with chosen shock tactics. Tactics which must be relevant to the product. This can be seen to be used in many different ways as advertisers will use this process to aim at getting a consumer to make a purchase or identify a brand which creates an emotion whereas the government will use techniques of warning the public about the harms of smoking etc. Bohner 2002 p123 describes their message, learning approach to persuasion. Bohner continues to describe this approach as an approach that does not represent a unitary theory; rather it can be understood as an eclectic set of working assumptions, influenced by learning theory and other contemporary theoretical perspectives. The components of this theory evaluated the learning and recall of message content mediating attitude change. This persuasion process is one heavily taken upon the use of shock in advertising. Attitudes are an important factor and advertisers must first be able to evaluate and identify an attitude components before attempting to influence one (Kotler 1996 p721) Attitudes and components models. Most researchers agree that an attitude has three components; affect, behaviour and cognition (Solomon 2008, p237). Also referred to as the ABC model of attitudes; Affect refers to the way a consumer feels about an attitude object. Behaviour which involves the persons intentions to o something with regard to an attitude object which may not result in actual behaviour and Cognition; Refers to the beliefs a consumers has about an attitude object. All three components of an attitude are important, but their relative importance will vary depending on a consumers level of motivation with regard to the attitude object (Solomon). Neal states these objects to which consumers react, are evaluated in context of a specific situation, a consumers reaction to an object may change as the situation changed. A key component in this process as we can see clearly is Attitude change. Without a consistency in attitude towards an object a marketer can find it difficult to clearly target a certain demographic so the using attitudes to predict behaviour must be exercised a clear message is being presented to the consumer. Marketers do this through the use of Multiattribute models which i will discuss further in this chapter. These three components must be taken into account in regards to advertising. Solomon 2006 p240 Our evaluation of a product can be determined solely by our appraisal of how its depicted in marketing communications. Fish bein model Gordon Allport Attitudes are learned predispositions to respond to an object The fishbein model can be considered as very important when considering attitude. Fish beins model measures three components of attitude (Solomon 2008,p250); Salient beliefs people have about an object Object-attribute linkages or the possibility that a particular object has an important attribute. Evaluation of each of the important attributes., The consumer will rate each attribute for all brands involved, evaluating the importance of the rating for that attribute (Schiffman 2008) Marketing can take advantages from this model as when firms launch or re-launch products ., adverts can be used as a platform to depict new attributes or re-invented attributes held by a product to appeal to consumers as their attitudes are evaluated on such attributes (Solomon, 2008) Hierarchy of effects. The hierarchy of effects models has become the foundation for objective setting and measurement of advertising effects in many companies. (Belch and Belch p148). Solomons critique of this model is seen as she states a persons attitude doesnt predict their behaviour (Solomon, 2008 p300). The model shows the process by which advertising works; It assumes a consumer passes through steps in a sequential order from initial awareness of a product to actual purchase. Components of the hierarchy of effects framework show how consumers respond to advertising in a set and preconcepted manner. Cognitively first (thinking) affectively secondly (feeling) and cognitively thirdly (doing) (Solomon 2008) as seen in the AIDA model (figurehttp://139.132.1.7/ausweb02/Figure_1.gif 1) The most well known model is AIDA (attention-interest-desire-action) MORE INFO QUOTES. In this model it is theorized that advertisers must attract attention (cognition) maintain interest and create desire (affect) which will all result in an action (conation) . (Fill 2005). Understanding the hierarchy of effects in relation to product and audience will give advertisers information on which level of shock to incorporate in their campaign. Through studying literature, The hierarchy of effects can e seen to be important to advertisers as it is consistently used by theorists as an effective and appropriate way of identifying concepts which need to be addressed. However an issue with this model can be seen in the difficulty of deciding where a stage ends and where another begins. Peterson et al (1986) 1.5 Fear appeals and their effectiveness. Fear appeals emphasize the negative consequences that can occur unless the consumer changes a behaviour or an attitude (Solomon p288) Does it work? Fear can cause tension within people which in return causes people to reduce this tension. Since the way people respond to fear is learned, marketers often rely on such appeals to stimulate interest in products or services. In its simplest form, the process consists of three steps. The first involves the creation of a fearful situation designed to activate a persons sense of risk and vulnerability. Marketers have been quite inventive in using the fear appeal. Examples include anti smoking EXAMPLES OF ADVERTS, MORE EXAMPLES ETC. in this regard Fear is a primitive instinct which can occasionally guide and activate human behavior. It creates anxiety and tension, causing people to seek ways to reduce these feelings. Since the way people respond to fear is learned, marketers often rely on such appeals to stimulate interest in products or services. In its simplest form, the process consists of three steps. The first involves the creation of a fearful situation designed to activate a persons sense of risk and vulnerability. Marketers have been quite inventive in using the fear appeal in this regard. Examples include attempts at inducing people to buy insurance policies of different types, travelers checks, and birth control products, as illustrated in Table 1. In politics, the fear motive has been widely used to persuade the undecided by depicting abuse by other parties or candidates and the danger associated with their views or policies. It has also been used to marshal public support for efforts to curtail communism. More recently in the United States, Canada, and Europe, the fear appeal has been stressed as a focal point in educating the public concerning preventive measures to combat the AIDS epidemic. Despite differences in the objectives behind each message, these appeals highlight a fearful situation that is likely to affect the recipients physical or social self. In the second phase of employing the fear appeal, the danger is depicted to be serious enough to warrant attention. Politicians, for example, warn repeatedly against the rise of neo-Nazi groups, comparing their ideology to that of the fascists who committed crimes against humanity during the Second World War. In a like fashion, marketers appeal to their potential targets by suggesting their vulnerability to the risk emphasized in the message. Such is often the case with life insurance ads that stress the traumatic consequences of the breadwinners death. Of course, ones response depends on his or her subjective assessments of the risk and its consequences. In the third phase, a solution is provided as a means of fear reduction. The appeal is often coupled with assurances of security from fear in order to entice potential customers to pursue the suggested action. For example, buying a life insurance policy may be depicted as providing a relief of worry about financially destitute survivors. Two questions deserve attention before the practical ramifications of using fear appeals are appraised. First, how do models of the fear appeal process work? Second, are fear appeals effective? In the following sections we shall address these Belief that fear appeals create anxiety and tension, thus stimulating certain defensive mechanisms. Interest is reaching customers and increasing their demand for the product may justify using fear appeals. 1.6 Cognitive dissonance. Cognitive dissonance is predicated upon that each individual strives towards consistency amongst his opinions, attitudes and values (Makin, 1974 p143) Additionally, we all strive towards a consistency amongst our psychological attributes and behaviour that stems from them (Solomon REF). This need for consistency can create conflict when choosing between two alternatives. However Solomon states this conflict may be resolved through a process of cognitive dissonance reduction, where people are motivated to reduce this inconsistency (or dissonance) and thus eliminate unpleasant tension. Festinger (1957) suggests that peoples motivation to reduce the unpleasant side effects of inconsistency often produces attitude change. Festinger l 1957 a theory of cog diss Stanford university press; Stanford. This dissonance in question can be created through shock advertising in surprise or fear appeals which in turn can create cognitive activity. Makin p504 states Cognitive activity relates to a knowledge and awareness dimension of consumer behaviour again resulting in dissonance if the opinions or vales clash. 1.7 Persuasion The ultimate goal of persuasive communication is to change a receivers behaviour (Bettinghaus and Cody p7 YEAR) Changing these behaviours is a very difficult task as some have become habits, such as smoking which the government has tried to change perception of through shock advertising which i will discuss in this section. Marketers employ many different techniques in the use of persuasion in adverts including different mechanisms of delivering content, messages, the source/media its delivered by and the way it is perceived by the recipient. One approach to utilise these elements has been developed by petty and caioppo (1983) in the ELM MODEL, The elm model explains how cognitive processing persuasion and attitude can occur when different levels of involvement are present. Elaboration Likelihood model; The elm addresses the attitudes of individuals. Attitudes are considered to be enduring evaluations of objects, issues or persons that often guide behaviour ( Petty et al 1991) Marketers have looked to theories for decades to predict how to effect attitude change. The most influential of these theories is the Elaboration Likelihood model, which is bases on assumptions that people will consider, or process persuasive communications. Marketing practitioners have treated the theory of positive attitudes leading to positive behaviour as a marker of how to advertise. A persuasive communication is one that aims to change individuals attitudes towards an object in the view to forming useful attitudes Attitudes are useful when they improve an individuals ability to function in his or her environment (Petty et al 91). The ELM considers two routes in which individuals process persuasive communication. The 1st in central processing route. This route requires a high level of motivation from the individual. For the central route to be processed in an individual, the actual ability to process core elements of the persuasive message is needed. An individual that uses this central route will consider the information in the message to a higher and clearer degree whilst attempting to form a useful attitude (Petty and Cappioppo 1986). The 2nd route is the peripheral route. Which was described by Petty as a route in which individuals using cues imbedded in the message as input for simple heuristic decision rules. Counter to the central route, individuals involved in the peripheral route will not consider the core message as deeply. They will also form an attitude bases on the contextual elements based within the message. Attitudes that are formed within this route tend to be less resistant and less predictive of behaviour than their centrally processed counterparts ( Hangtvedt and petty, 1992, petty et al 1991). As the central route is associated worth being more positive it can be seen to be in a marketers interests to use the ELM model in order to firstly identify the factors that in turn can determine the route of an individual when forming attitudes in relation to message. This is done so a marketer can then predict what message to incorporate into their campaign, creating interest and action. There are two factors that can influence an individuals processing route; Motivation; Individuals ability to process core messages of persuasive communication deeply. In this section i will focus on the motivational charges towards peoples communication routes http://kaiwright.typepad.com/.a/6a0115705777c6970b01156ff4724a970c-800wi Motivation has two main drivers; Personnel relevance PR of the attitude object to the individual; An individual will be more motivated to use central route if attitude object is important and thereby will have personnel relevance. (Cacioppo et al., 1984) For example here, a person may be highly encouraged to stop smoking when an anti-smoking campaign shows a family without a mother, father, sister, brother due to illness caused solely by smoking. This is because adverts which display facts and rational arguments can be more highly processed by a consumer rather than an advert exposing emotional appeals. Rational Vrs Emotional appeals (see section 4) Intrinsic; Individuals inherent tendency to process the core message and persons enjoyment of cognitive processing is known as individuals need for cognition (nc) Cacioppo et al 1984) These two factors can determine whether an individual will rely on central o periphal routes. Personal relevance determines whether the consumer perceives the object to be instrumental in realizing goals and fulfilling values (Petty et al., 1981) The elm addresses the attitudes of individuals. Attitudes are considered to be enduring evaluations of objects, issues or persons that often guide behaviour ( Petty et al 1991) Marketers have looked to theories for decades to predict how to effect attitude change. The most influential of these theories is the Elaboration Likelihood model, which is bases on assumptions that people will consider, or process persuasive coomunications. Source Credibility; Solomon refers to the perceived expertise, objectivity, or trustworthiness of a souce. Acoording to Solomon, source credibility Rational Verus emotional Shock Advertising Venkat and abi-hanna (1955;22) shock advertising is generally regarded as one that deliberately rather than inadvertently, startles and offends its audience. Consumers can be exposed to over 3000 advertisements per day (Lasn,1999). So how do marketers get their advertisements noticed within this advertising clutter? The answer for many is shock. Dahl points out that many opinions vary over whether shock advertising is useful, a legitimate creative technique (Shannon 1995) or a gratuitous attention-grabbing gimmick (Horovitz 1992). The main theory behind shock advertising is that these shock messages will be used in a bid to draw attention to an advertisement with the expectation that further processing will take place. (Solomon 2003:268) Venkat and abi-hanna (1955;22) shock advertising is generally regarded as one that deliberately rather than inadvertently, startles and offends its audience. It is these tactics which are used to gain attention from the public, encouraging cognitive processing, resulting in a change of behaviour. This is particularly used in public service announcements which sees the government offer a stern and rational approach to shock adveritisng aiming towards this mentioned change of behaviour e.g. drinking and driving EXAMPLES HERE. These campaigns have also been the subject of public scrutiny (Eisner, 2001) A recent adverts for.. Was critizied for its shocking nature. However a spokesman for defended the advert, arguing that without the shock tatics used within the advertisements people would lapse into acceptence of abuse. The level of shock derives from the range of acceptable behaviours defined by norms, which is then used to evaluate objects, persons, actions, and ideas (Sherif Sherif, 1969) Advertising can be evaluated by norms. It can then be considered shocking or offensive when its content breaches these norms: decency, good taste, aesthetic propriety, and/or personal moral standards (Day 1991). EXAMPLES; BENNETON? As Vagnoni, 1999 states Advertisers typically justify shock appeals in advertising for their ability to appeal in advertising for their ability to (break) through the clutter Solomon 2002 p269 After attention, according to information processing models, shocking stimuli should facilitate message comprehension and elaboration, enhancing message retention, and influence behaviour. This figure shows the reader how after exposure to an advertisement the individual will process the information involving a cognitive appraisal that determines whether the advert violates a social and/or personal norm. Surprise is caused when this information contradicts an individuals established expectations (Stienmeier, 1995). Dahl states that surprise encourages further cognitive activity as individuals seek to understand the source of their surprise. Pyszczynski and Greenberg 1981, p37 Individuals engage in higher levels of attributional thought for unexpected surprise compared to expected events. It is then assumed that shocking advertising is more effective when promoting appropriate behaviour than more functional advertisements which have less success at moving people through the stages of information processing. (Solomon 2003) In order to test for effects on advertising attention, recall and recognition, Dahl conducted two experiments on students. The first deployed three different advertising appeals. Fear/Shock/information On a HIV/AIDS campaign. This campaign was chosen as health organisations have a history of using shock value messages to combat ambivalence towards this particular disease (Schlossberg, 1991). The experiment was aimed at students as they were a realistic target market for HIV/AIDS prevention initiatives. One-hundred and five students participated. Subjects ages ranged from 18-27 and they were randomly assigned to one of the three experimental condition and run individually. The study focussed on recall, recognition, and the processing of three experimental advertisements. As expected from our previous research a higher percentage of participants using the shock advertisement chose the experimental advertisement. From data collected, the researcher was able to state that participants said the shock advertisement outdated social norms vacillating Dahls claims that shock advertising content is superior to non-shocking content in its ability to attract attention and facilitate memory for the advertisement. The 2nd experiment was aimed towards finding out how these shocking advertisements after attracting attention would impact on subsequent behaviour. The researcher directed subjects towards a table in the reception area on which were different items. These items were related to the 1st experiment and was various leaflets and objects relating to HIV/AIDS, MENTAL HEALTH, DRUGS. The participants were then told they could take some of the leaflets home and keep. The researcher then left the room in order to let the participants be alone. Then came back and counted what had been taken. Results showed Dahl Dichter (1996) talks about how shock advertising also benefits from word of mouth communication, as the adverts provoke advertisement related conversation. 4.0 Methodology; Introduction The analysis of shock advertising and its effects on attitudes, including the literature review, has given clear and precise factors which can affect individuals behaviour when exposed to shock advertising. The key factors including; shall now be the main elements in the empirical research. The methodology refers to the theory of how the research should be undertaken (Saunders et al 2007, p3) This methodology evaluates the various stages of how the researcher gathered their data .The research methods that were used in this dissertation have been primary (focus groups) secondary (Literature review) and analysis. 4.1 Aim To prove whether shock advertising can change the attitudes of consumers towards brands or actions. 4.1.2 Objectives To gain a clearer understanding of what shock advertising is. To investigate how people form attitudes. To explore how people use these attitudes in relation to brands and adverts. To evaluate if shock advertising can alter these attitudes and behaviours. 4.1.3 Research onion Saunders et al (2003) explained how to use the research onion to adapt to the different research methods that were available. Saunders explains that before coming to a central point of research we must first peel away important layers of the onion. Once you have peeled away these layers you will be able to determine which research methods are most suitable for your study. http://www.ivoryresearch.com/images/figure61.jpg 4.2 Research Philosophy; According to Saunders et al 2006 p84 the research philosophy depends on the way that you think about the development of knowledge. There are two philosophical views that can show the researcher how knowledge can be developed; Positivism and interpretivism as Jankowicz (20005, p106 an interrogation of this kind is very valuable, since it prompts you to think harder about where you are heading and how you intend to get there. It actually involves an examination of three fundamentals; your ontology, your epistemology, and your under lying vales. By evaluating and understanding your research philosophy you can then choose informed and relative methodologies to use in your research ensuring results that will be valid and authentic. Epistemology Or Onology; Epistemology approach has been conducted as it concerns what constitutes as acceptable knowledge in a field of study (Saunders, 2007 p108) The focus of epistemology is knowledge as Gray 2004:16 states It provides a philosophical background for deciding what kinds of knowledge are legitimate and adequate. This can be compared to Ontology which is involved in the nature of reality (Saunders et al 2007 p108). ANOTHER QOUTE ON ONOLOGY As the research needs to gather evidence to evaluate throughout the investigation an epistemological philosophy have been adapted. The researcher also must record and examine data relating to the participants attitudes which will be allowed to gather in a more efficient form whilst using an epistemological philosophy. This philosophy is opposed to an ontology approach which can be seen to come secondary as it is more of an understanding of why things happen. Ontology, epistemology and methodology According to Remenyl et al (1998) Ontology, epistemology and methodology Remenyi d Williams b 98, doing research in business and managemtn an introduction to process and method. London sage. Can be defined as below; Ontolgy; the reality. 1.Objectivism; bryman and bell 2.Constructionism; Epistemology; the relationship between the reality and the researcher Positivsm; Remenyi The paradigm sees the researcher as an objective analyst and interptreter of a tangible society. Povitism is the assumption that the researcher is indepdent of and neither affects nor is affected by the subject of research. This leads to the fact that independant causes lead to observed effects. Remenyi 1998;33) Positivism emphasises quantifiable observations that lend themselves to statistical analysis. The positivist researcher gains quantitative results in which they generalise and draw conclusions A key tenet of the positivist is the reductionist approach that is taken. In order to gain an understanding in to how the variables concerned are behaving, simplifacations of the real world which may exist to the variable are stripped down, often leading to biasing factors being left out. This means the research has to be replicated a number of times in order to be accurately generalisable. Phenomenology In contrast to the posivist approach is the phenomenology approach to research. According to cohen and manion (1987) phenomenology is a theoretical point of view that advocates the study of direct experience rather than by external, objective and physically described reality. The researcher is not independent of what is being researched but a fundamental part of it, remenyi 98) Primary research; By relating back to my objectives via the research matrix, i was able to conclude that the use of focus groups would be the best way in which to gather the needed information. This primary research will be used throughout the dissertation validating and presenting the vital information I need in order to reach a fully informed and detailed conclusion. Focus Groups; According to Saunders et al (2003 p270) a focus group is a Group interview, composed of a small number of participants, facilitated by a moderator, in which discussion is focused on aspects of a given theme or topic. The focus group was time consuming and was difficult to annotate properly, however, the findings and data conceived and recorded within the focus group were vital towards the process of finding a conclusion. Hussey and hussy (1997,p155) states Focus groups are primarily associated with phenomenological methodology and are used to gather data relating to the feelings and opinions of a group of people who are involved in a common situation This statement led me to use focus groups as the primary objective was to find out individuals feelings and opinions towards shock advertising. To fully research how shock advertising can alter an individuals attitude i used two separate focus groups. The first focus group consisted of 4 males aged between 18 and 24. The second focus group consisted of 4 females aged between 18 and 24. These participants can be found in appendix along with other information including age, and educational status. Questions for the focus group were formulated by using the literature review. This qualative research will allow for increasing precision in the collection of data.(Saunders et al 2003) Focus Group Structure The groups were conducted in a quiet environment, and each participant was briefed clearly on the reasons behind the focus group. The use of focus groups are more efficient than questionnaires as in a focus group the participants can interact with each others statements, coming to conclusions and highlighting specific important outco

Work Experience Essay -- Papers

Work Experience As I woke up one Monday morning, the 7th of July 2003, it hit me. I had work experience for the next two weeks; it was brilliant, amazing. No school for two weeks. The excitement of the big wide world out there and homework. It couldn't be better, but it could be worse and It was the weather outside was appalling cloudy, cold and it was raining and I had to ride three miles to Quendon, to Red Star Tyre & Exhaust. It wasn't going to be as great as I thought getting there; the weather was like a cold winter's day, but it wasn't it was the start of summer. But I made it and pulled up outside a building, which looked as if it had been uninhabited for years. The place looked like it should have fallen down twenty years ago. The sign outside was missing words. The fuel pumps didn't work, and the man who runs the place didn't look much better, with curly ginger hair, he was a small guy for a fully grown man. He was about 5ft 6". I saw him standing behind the till his back towards me. All I saw was his hair and a dirty bedraggled jacket with what was meant to saw red star, but instead it said ' ed st r'. Then he turned round and looked at me to welcome me in, and said " I'm Terry Bacon". I didn't fell very welcome at all, and muttered " nice to meet you in a very trembled voice. He reminded me of a manic doctor you see on horror films with red eyes and a worrying smile. I heard somebody pull up outside and I looked out of the large floor to ceiling windows to see a white Peugeot 406, and stepped a young guy, well younger than Terry. He was about my height, medium build brown hair, and brown eyes, and looked as if... ... one day a customer turned up and he was about the same age as Brian, and he was in a fiesta. He wanted one of his tyres changed, so I did what he wanted done and then he left. Afterwards Brian told me he was the one at school who was really clever and went to university. After I now realise that even if you do all of university you still have to start at the bottom and work your way up. Experience is worth more than grades and its not what you know it who you know. I have learned from working at the Red Star that I want to stay on a school for as long as possible. But I don't want to go and work for somebody as I have seen at the Red Star the workers don't get treated properly. With poor quality equipment, and they still have to get the job done. I have also found out a lot about myself in the two weeks I had there.

Islam The Straight Path Essay -- Religion Islam Muslim John L. Esposit

Islam The Straight Path   Ã‚  Ã‚  Ã‚  Ã‚  An evaluation of the book by John L. Esposito: Islam The Straight Path. In this book , Esposito provides a succinct, up-to-date survey of the Islamic experience, an introduction to the faith, belief, and practice of Islam from its origins to its contemporary resurgence. He traces the emergence and development of this dynamic faith and its impact on world history and politics. He discusses the formation of Islamic belief and practice (law, theology, philosophy, and mysticism), chronicling the struggle of Muslims to define and adhere to their Islamic way of life. Equally important is the essential information Esposito provides on the contemporary world of Islam, from Muslim responses to the challenges of colonialism and modernization to the reassertion of Islam in politics and society. This introductory book in the teaching of Islam and Islamic way of life by Esposito can be categorized in three different sections with various sub-tittles. First section concentrates on structural elements of Islam that includes Messenger and the Message; that are Muhammad and the Holy Koran. Second section is about The emergence of Islamic identity, as the Muslim Community, which includes the belief and the practice of the religion. And finally the modern Interpretations of Islam. Esposito introduces three concepts; in the first three chapters he explains what Islam is. I believe that he did an excellent job in presenting pre-Islamic time for Arabia and its surrounding region. But I also believe that concentrating on Muhammad's (PBUH) biography has little relevant to Islam. Because Islam is based mainly on the completion message of God to the World. I believe if a non-Muslim reader try were to understand Islam through this book he or she would compare it to the concept of Jesus, or David the Texan cult leader, and many others. I found that Esposito guides its readers to a clear understanding of Muslims and non-Muslim prospective. Nevertheless, he is a director of center for Muslim-Christian understanding. Esposito has emphasized on the holy Quran, Gods message and the messenger. I also believe that he has introduced a clear guideline for Muslims and their practice. Laying out their laws, beliefs, attitudes, values, and other religious responsibilities. I also found that Esposito writes with good academic intentions and writin... ... completion to the writings of the three holy books of Judaism, Christianity, and Islam. Islam is a religion that has brought peace, enlightenment, and unity to the faithful. I feel that this book could guide Muslims and non-Muslims in forming clear views on specific Islamic religious issues. In conclusion, throughout the book "Islam the Straight Path", many understandings come about by looking at the many struggles of any particular community. For the purpose of this book review, I went through the book to grasp an understanding of the title "The Straight Path". For many centuries Muslims around the world have experienced the transformation of their society. The important forces that build Islam and Muslims together are the religious life, faith, beliefs and practices. Today Muslims around the world face many challenges of leaders that build the community whether it is a secular or an Islamic nation. As examples given earlier about modernization which includes nations such as Turkey and on the other side of the spectrum the practice of Islamic Shariah. As a final note, my main objective from this book review is to see Islam from the eye of Muslims and Non-Muslims alike.

Immanuel Kants Theory of Judgment Essay example -- Immanuel Kant, 201

What are, and what are the differences between, judgments of perception and judgments of experience for Kant? Understanding how the mind works has been a major goal throughout philosophy, and an important piece of this deals with how humans come to experience the world. Many philosophers have attempted to investigate this issue, and Hume successfully proposed a framework by which human understanding could be understood. This writing, however, spurred Kant’s philosophical mind, awaking him from his â€Å"dogmatic slumber† and leading him to develop his own framework to define thought. As Kant strongly disagreed with Hume’s stance that â€Å"it was entirely impossible for reason to think a priori,† he set to correct Hume’s misguided view of custom in regards to objective and subjective reality. ¹ The outside world, as defined by Kant, is referred to as nature, and â€Å"nature considered materialiter is the totality of all objects of experience† (Kant, 36). Human interaction with nature leads to judgments of experience, and these are empirical by def inition (p. 38). Empirical judgments are not limited to judgments of experience, however. Judgments of perception and judgments of experience constitute all empirical judgments, and there are significant differences between the two (p. 38). In order to properly define judgments of perception and judgments of experience, one must first examine the general framework for thought that precedes them. Kant begins by breaking cognition into two distinct parts: analytic and synthetic judgments (p. 9). Analytic judgments are simply statements about the status of some object, and essentially serve as definitions. Analytic judgments are true by virtue, as they â€Å"express nothing in the predicate but what has... ... when looking at pure understanding. Because these concepts exist a priori, it is interesting that they are used in the understanding of experience. Kant is careful in his application of his framework, however, as a goal in his writing was to outline boundaries of metaphysics as a science, and to determine if â€Å"such a thing as metaphysics be at all possible† (p. 1). Unfortunately for Kant, it is impossible for all things to be described with objective reality, as seen in his case of the soul (p. 86). While â€Å"determinable bounds [to reason] cannot be thought,† Kant successfully established a framework to examine thought and experience (p. 87). This framework exists in itself as subjective, however, and truly shows how pervasive metaphysics is. Works Cited Kant, Immanuel. Prolegomena to Any Future Metaphysics. New York: The Bobbs-Merrill Company, Inc., 1950.

Insulin and American Diabetes Association

Diabetes is an endocrine disease that affects the blood sugars of individuals throughout the United States. It is one of the leading causes of death. There are three different types of diabetes: type 1 diabetes, gestational diabetes, and type 2 diabetes. Hispanics are the second highest minority diagnosed with diabetes. Hispanics are less likely to seek medical care because of cultural beliefs and lack of insurance. There is also a genetic link to Hispanics and diabetes.â€Å"Type 1 diabetes, once known as juvenile diabetes or insulin-dependent diabetes, is a chronic condition in which the pancreas produces little or no insulin, a hormone needed to allow sugar (glucose) to enter cells to produce energy† (Mayo Clinic, 2013). This diabetes is common during adolescence but is possible during adulthood. There is no cure for type 1 diabetes but there are medicines that can help an individual that is dealing with this disease. Signs and symptoms for type 1 diabetes is increased thir st, frequent urination, hunger, weight loss, fatigue, and blurred vision.  (Mayo Clinic, 2013)Risk factors for type 1 diabetes are famlial history, location, genetics, and viral exposure. â€Å"Exposure to Epstein-Barr virus, coxsackievirus, mumps virus or cytomegalovirus may trigger the autoimmune destruction of the islet cells, or the virus may directly infect the islet cells† (Mayo Clinic, 2013). Gestational diabetes occurs during pregnancy. It is when sugar levels are high because the â€Å"body is not able to produce and use all the insulin it needs during pregnancy† . The cause of gestational diabetes is still unknown.Pregnant women are usually tested for gestational diabetes between 24 to 28 weeks but doctors could recommend early testing if the pregnant woman shows signs of diabetes. If it is not controlled, the unborn child could be affected by the high sugar levels. The glucose passes through the placenta and causes the baby’s pancreas to produce mor e insulin to help control the sugar levels. The increase of energy that the glucose gives the unborn child is too much so instead of the baby using it up, it is stored as fat. This increase of fat may cause macrosomia.Macrosomia may cause problems during delivery because it increases the baby’s weight and size. Also, â€Å"the extra insulin that the baby’s pancreas makes may cause newborns to have very low blood glucose levels at birth and are also at higher risk for breathing problems† . According to American Diabetes Association (2013), babies that are born with low levels of sugar are more likely to develop type 2 diabetes later in life. â€Å"Type 2 diabetes is a chronic condition that affects the way your body metabolize sugar (glucose)†.When an individual has type 2 diabetes their body does not produce enough insulin or their body ignores the insulin it has produced. This is commonly in adulthood but there is an increased of cases in adolescent beca use of the obesity is increasing. If type 2 diabetes is untreated, it can be life threatening or cause other health complications. Some complications that may occur are heart disease, neuropathy, nephropathy, eye damage, foot damage, osteoporosis, and Alzheimer’s disease. â€Å"An individual can manage the condition by eating well, exercising and maintaining a healthy weight† .Risk factors that will contribute to a individual getting type 2 diabetes are their weight, fat distribution, inactivity, familial history, race, age, and if they had gestational diabetes or prediabetes. â€Å"Prediabetes is a condition in which your blood glucose levels is higher than normal, but not too high to be classified as diabetes† . Race plays a factor in type 2 diabetes. African Americans, Hispanics, Native Americans, and Asian American (Pacific Islanders) are more susceptible to it. According to the American Diabetes Association (2013), there are 25.8 million children and adults in the United States living with diabetes.Of those 25. 8 million people 11. 8% of them are Hispanics. Hispanics have a higher rate because of their lack of access to quality health care, social and cultural factors, or genetics. â€Å"The United States Department of Health and Human Services estimates 1 out of every 3 Hispanics do not have health insurance† . Without health insurance Hispanics are least likely to visit doctors for preventive care. This increases their chances to developing a disease that could have been prevented with correct treatment or changes in life style.â€Å"Hispanics are raised to be self-reliant, which may be the reason 42% of them say they have had zero visit to a medical provider† . â€Å"Many Hispanic parents feel guilty about putting their own health needs above those of their families and they feel their time and money could be better spent than using it for preventive care† . They did not go to see the doctor until they are very ill or they use house remedies to help with their illnesses. Sometimes, house remedies worked temporary and then the illnesses comes back stronger than before.At this time, Hispanics might seek professional help. If they do seek medical attention, the doctors find array of illnesses. The doctors attention to the more severe ones and ask them to go back. Since, Hispanics are less likely to see the doctors when they believe they are healthy, they will not go back for a follow-up. Then the cycle may start all over again. A culture factor is Hispanics perceive their weight different than other cultures. â€Å"The researchers found about 25% of the overweight Hispanic women perceive their weight as â€Å"normal† when in fact they are overweight† .The Hispanic culture perceives curves as an attractive feature in women. They are blind to the fact that the curves may be a sign of illnesses such as diabetes. Since Hispanics have a high rate of individuals with diabetes, the pr edisposition of their family members of being diagnose with diabetes is much higher. Studies have shown that when a youth is diagnosed with diabetes there is a 45%-80% chance that one of their parents has diabetes and 74-100% has a first or second degree relative with type 2 diabetes .Diabetes is an illness that greatly affects the Hispanic culture. There are organizations that are trying to create programs to help families and individuals deal with it. The â€Å"National Council for La Raza are focusing their efforts on implementing more healthy shopping programs like the â€Å"Comprando Rico y Sano† (Buying Delicious and Healthy) to help Hispanics make healthier and more economical choices when grocery shopping†. The National Diabetes Prevention Programs is focusing more on finding ways for the prevention of diabetes by getting agencies to help with the cause.They â€Å"encourage collaboration among federal agencies, community-based organizations, employers, insurer s, health care professionals, academia, and other stakeholders to prevent or delay the onset of type 2 diabetes among people with prediabetes in the United States†. Diabetes is one of the leading causes of death in the United States. It could easily be prevented by making healthy life changes such as losing weight and eating healthy. If a person is diagnosed with diabetes, they needed to take measures to help control their condition and make a better choice when it comes to their health. Insulin and American Diabetes Association Diabetes Diabetes is an endocrine disease that affects the blood sugars of individuals throughout the United States. It is one of the leading causes of death. There are three different types of diabetes: type 1 diabetes, gestational diabetes, and type 2 diabetes. Hispanics are the second highest minority diagnosed with diabetes. Hispanics are less likely to seek medical care because of cultural beliefs and lack of insurance. There is also a genetic link to Hispanics and diabetes.â€Å"Type 1 diabetes, once known as juvenile diabetes or insulin-dependent diabetes, is a chronic condition in which the pancreas produces little or no insulin, a hormone needed to allow sugar (glucose) to enter cells to produce energy† (Mayo Clinic, 2013). This diabetes is common during adolescence but is possible during adulthood. There is no cure for type 1 diabetes but there are medicines that can help an individual that is dealing with this disease. Signs and symptoms for type 1 diabetes is incre ased thirst, frequent urination, hunger, weight loss, fatigue, and blurred vision.  (Mayo Clinic, 2013)Risk factors for type 1 diabetes are famlial history, location, genetics, and viral exposure. â€Å"Exposure to Epstein-Barr virus, coxsackievirus, mumps virus or cytomegalovirus may trigger the autoimmune destruction of the islet cells, or the virus may directly infect the islet cells† (Mayo Clinic, 2013). Gestational diabetes occurs during pregnancy. It is when sugar levels are high because the â€Å"body is not able to produce and use all the insulin it needs during pregnancy† . The cause of gestational diabetes is still unknown.Pregnant women are usually tested for gestational diabetes between 24 to 28 weeks but doctors could recommend early testing if the pregnant woman shows signs of diabetes. If it is not controlled, the unborn child could be affected by the high sugar levels. The glucose passes through the placenta and causes the baby’s pancreas to pr oduce more insulin to help control the sugar levels. The increase of energy that the glucose gives the unborn child is too much so instead of the baby using it up, it is stored as fat. This increase of fat may cause macrosomia.Macrosomia may cause problems during delivery because it increases the baby’s weight and size. Also, â€Å"the extra insulin that the baby’s pancreas makes may cause newborns to have very low blood glucose levels at birth and are also at higher risk for breathing problems† . According to American Diabetes Association (2013), babies that are born with low levels of sugar are more likely to develop type 2 diabetes later in life. â€Å"Type 2 diabetes is a chronic condition that affects the way your body metabolize sugar (glucose)†.When an individual has type 2 diabetes their body does not produce enough insulin or their body ignores the insulin it has produced. This is commonly in adulthood but there is an increased of cases in adoles cent because of the obesity is increasing. If type 2 diabetes is untreated, it can be life threatening or cause other health complications. Some complications that may occur are heart disease, neuropathy, nephropathy, eye damage, foot damage, osteoporosis, and Alzheimer’s disease. â€Å"An individual can manage the condition by eating well, exercising and maintaining a healthy weight† .Risk factors that will contribute to a individual getting type 2 diabetes are their weight, fat distribution, inactivity, familial history, race, age, and if they had gestational diabetes or prediabetes. â€Å"Prediabetes is a condition in which your blood glucose levels is higher than normal, but not too high to be classified as diabetes† . Race plays a factor in type 2 diabetes. African Americans, Hispanics, Native Americans, and Asian American (Pacific Islanders) are more susceptible to it.According to the American Diabetes Association (2013), there are 25.8 million children an d adults in the United States living with diabetes. Of those 25. 8 million people 11. 8% of them are Hispanics. Hispanics have a higher rate because of their lack of access to quality health care, social and cultural factors, or genetics. â€Å"The United States Department of Health and Human Services estimates 1 out of every 3 Hispanics do not have health insurance† . Without health insurance Hispanics are least likely to visit doctors for preventive care. This increases their chances to developing a disease that could have been prevented with correct treatment or changes in life style.â€Å"Hispanics are raised to be self-reliant, which may be the reason 42% of them say they have had zero visit to a medical provider† . â€Å"Many Hispanic parents feel guilty about putting their own health needs above those of their families and they feel their time and money could be better spent than using it for preventive care† . They did not go to see the doctor until they are very ill or they use house remedies to help with their illnesses. Sometimes, house remedies worked temporary and then the illnesses comes back stronger than before.At this time, Hispanics might seek professional help. If they do seek medical attention, the doctors find array of illnesses. The doctors attention to the more severe ones and ask them to go back. Since, Hispanics are less likely to see the doctors when they believe they are healthy, they will not go back for a follow-up. Then the cycle may start all over again. A culture factor is Hispanics perceive their weight different than other cultures. â€Å"The researchers found about 25% of the overweight Hispanic women perceive their weight as â€Å"normal† when in fact they are overweight† .The Hispanic culture perceives curves as an attractive feature in women. They are blind to the fact that the curves may be a sign of illnesses such as diabetes. Since Hispanics have a high rate of individuals with diabete s, the predisposition of their family members of being diagnose with diabetes is much higher. Studies have shown that when a youth is diagnosed with diabetes there is a 45%-80% chance that one of their parents has diabetes and 74-100% has a first or second degree relative with type 2 diabetes .Diabetes is an illness that greatly affects the Hispanic culture. There are organizations that are trying to create programs to help families and individuals deal with it. The â€Å"National Council for La Raza are focusing their efforts on implementing more healthy shopping programs like the â€Å"Comprando Rico y Sano† (Buying Delicious and Healthy) to help Hispanics make healthier and more economical choices when grocery shopping†. The National Diabetes Prevention Programs is focusing more on finding ways for the prevention of diabetes by getting agencies to help with the cause.They â€Å"encourage collaboration among federal agencies, community-based organizations, employers , insurers, health care professionals, academia, and other stakeholders to prevent or delay the onset of type 2 diabetes among people with prediabetes in the United States†. Diabetes is one of the leading causes of death in the United States. It could easily be prevented by making healthy life changes such as losing weight and eating healthy. If a person is diagnosed with diabetes, they needed to take measures to help control their condition and make a better choice when it comes to their health.

Dose Animal Farm Will Different When Change Napoleon to Snowball Essay

Power can change a kind personal to selfish person or make a person who is full of conceit become arrogant and greedy. In the animal farm, Napoleon is kind of a person, who is conceited and become greedy when he get all the political power. There is no alive democratic in the farm. But, when we change the chief of the Animal Farm, changing the Napoleon to Snowball, the animalism in the farm will revive. This short easy will analyze why Animal Farm will become better when Snowball has power. In the book, Napoleon is symbol of the dictatorship and Snowball is the symbol of the democratic. Cancel the animal assembly, build a cabinet, change the rule and build an arm to control the animal is what Napoleon did. But Snowball as a clever leader, he focus on the constructive work in the animal farm, building a windmill and set up a democratic policy which is every decision need discuss among the animal. Furthermore, snowball is quicker in speech and more inventive than Napoleon. He is the one who organizes the animals into various committees: the Egg Production Committee for hens, the Clean Tails League for the cows and erc. Snowball also has the wisdom in the battle and has prestige among the animal, success organizing animal to against Mr. Jon and his man. Although Snowball and Napoleon both agree they should drink milk and eat apple and both want to set up an arm, but Snowball not thought everything should be done for himself. When the animal farm has the problems, he tries to solve it and set up an education institution for animals. Moreover, combining with the history, Snowball represents figure of Leon Trotsky who draft the Soviet Union’s economic construction plan. Thus, if Snowball has a power, the society of animal farm would become flourishing.

Mountain Resorts in Malaysia

There are three mountain resorts that are famous as a tourist attraction throughout the Asian region. The thousands of tourists who visit and revisit these three places are proof that these three mountain resorts are fun, addictive and keep you coming back for more. Which three mountain resorts that I am talking about? The three most popular mountain resorts as a tourist attraction in Malaysia are Genting Highland, Cameron Highland and Fraser’s Hill. Genting Highland, the Las Vegas of Malaysia, have three main activities.The first is a wide selection of outdoor and indoor theme parks. The indoor theme park has six theme areas from around the world, each with unique rides. The outdoor theme park features rides suitable for the entire family, such as the double loop Corkscrew for the adults and teenagers and the Flying Jumbo for small children. (pktan, Travel Guide Malaysia, 2007) If you are looking for something else to do, you could gamble at the only legal casinos in Malaysia . There are table games and slot machines for your entertainment. Wikitravel, n. d) Other than that, Arena of Stars in Genting has shows from musical concerts to live shows and sporting events. This fully-roofed amphitheater can make your holiday to be an unforgettable one. (rwgenting. com, n. d) Cameron Highlands is one of the most popular highlands retreat around Malaysia, losing out only to Genting Highlands. There are many different activities that can occupy your time there. Firstly, there are many agriculture farms there, such as tea plantations, strawberry farms and vegetable farms.To savor the delicious fruits, you can pluck the strawberries yourself or just visit the day market at Kea Farm. (Cameron Highlands Online, n. d) There are also honey bee farms and butterfly farms scattered around Cameron. Various honey products and framed preserved butterflies can be bought as a souvenir. (Cameron. com. my, n. d) Thirdly, there is a museum called Time Tunnel Gallery, where the pas t of Cameron Highlands can be seen through photographs.It is full of heartwarming relics from the local descendants from the pre-war days. (Clove Two, 2009) Fraser’s Hill is one of the famous mountain resorts in Malaysia. A few hundred years ago, Scottish James Fraser recruited some guides and hacked his way to the top of the mountains on Titiwangsa range in search of gold and precious metal. He did not find gold but made a home there and opened a tin mine as it is rich in tin deposits. The British authorities build a hill tation there after he disappeared 25 years later and named it Fraser’s Hill. (JourneyMalaysia. com, n. d) Fraser’s Hill is the coolest place in Malaysia. (Kuantan Hotels. com, n. d) The view is spectacular and is a hotspot for naturalists and photographers. As a result, it is a popular tourist attraction and attracts around 60,000 tourists a year, as reported by M. Hamzah Jamaludin from The New Straight Times. Other than visiting Fraserâ€℠¢s Hill for nature, there are also many sport activities that could be enjoyed by the whole family.Nature walk, bird watching, golf, fishing and horse riding are just some of the many activities that could fill your day. (Pahang Tourism, 2011) As the years grow, Fraser’s Hill is slowly growing to be the top tourist attraction in Malaysia. In conclusion, Genting Highland, Cameron Highland and Fraser’s Hill, are all exciting, tourist attraction mountain resorts in Malaysia. These three resorts lure many tourists, local and international, to Malaysia every year, no doubt making them the three most renowned mountain resorts in Asia.