Tuesday, August 6, 2019
Prevention of teen pregnancy Essay Example for Free
Prevention of teen pregnancy Essay Explain the level of prevention with teen pregnancy (can choose your own level out of the three levels).            Teenage pregnancy has been a major problem not only in the developed world but also recently in the developing nations. In the US and Canada, due to the increased awareness amongst teenagers, the prevalence of teenage pregnancies is decreasing. However, in several developing nations, the incidence of teenage pregnancies is on the rise. In the year 1999, it was found that about 97 teenagers out of every 1000 between the ages of 15 to 19 years were pregnant and about 80 % of them were not desired.  Before the age of 18 years, 80 % of the teenage girls have sex. The age of menarche has also dropped to 12 to 13 years (Weiss, 2000).            Teenage pregnancies may not be intended for social reasons but due to other including medical and psychological. The chances of the girl to have a miscarriage, abortion, stillborn baby, etc, are reasonable higher. These girls are usually the ones who belong to the lower socioeconomic groups and the chances of living in poverty are realistically higher. The financial burden on the woman would also increase, as she would now have to leave her studies and pick up some job in order to support her child. Children born from a teen mother are frequently underweight and are at a high risk of developing health problems. Due to a number of causes, it is always preferred that teenage pregnancies are prevented.            There are three different levels of prevention when it comes to teenage pregnancies. These include primary prevention, secondary prevention and tertiary prevention. Primary prevention includes measures to prevent pregnancies through physical or other methods. These include use of contraceptive pills, condoms, etc. This helps to reduce minimize the risk of getting pregnant. Secondary prevention includes checkups, scans, etc, to ensure that the girl does not get pregnant. This is usually followed if primary prevention is not enabled. Tertiary prevention of includes taking measures to prevent any further pregnancies after one has already occurred in the teenage girls. The best level of prevention would be primary prevention (Connelly Inui, 2004).      How might this specific level of prevention be addressed in a community experiencing an increase in family violence.            There are several measures which need to be adopted for primary prevention of teenage pregnancies. These include health education, sex education, school and college based programs, health services, use of condoms, use of contraceptives (birth control pills), etc.            In the teen pregnancy prevention program several people belonging to the community should be involved including the teenagers, parents, teachers, legislatures, administrators, professionals, media, medical professionals, School authorities, etc. It is important that the entire community be involved in the program, as teenage pregnancy is a multi-faceted issue. People are advised to develop responsible health attitudes, behavior and practices regarding teenage pregnancy.  The program should be much more than just offering health services and counselling services.            The program should take place at several places including schools, colleges, health centers, public health centers, community discussions, etc. The targets of such programs should be more realistic and achievable. Both the boy and girl should actively take part in such programs. At all stages, it is very important that the family and the parents are involved. Besides, resources and materials such as condoms, birth control pills, education material, counselling services, etc, should be provided.            In the teenage pregnancy prevention program, multiple agencies should be involved. In the planning and implementation of the program, teenagers themselves should be involved. The parents should educate and create awareness in their children about sex and pregnancy during the childhood stage itself. Hence, involvement of the parents is also required. Mobile services would also help to create awareness in rural and far-flung areas. The trust should be in creating increased levels of confidence, self-esteem and decision-making amongst teenagers. Teenagers should also be educated about drug abuse and alcohol abuse. Drug abuse can affect judgment, which can lead to irresponsible sex behavior. Explain why a comprehensive health program should address all three levels of prevention.            Teenage pregnancy programs need to address all the levels of prevention, as focusing on one single level of prevention and ignoring others would create bias and negative attitudes of the community to those girls who have already become pregnant. As the rates of teenage pregnancy are reasonable high and a significant number of girls become pregnant during the teenage period, there are high chances that they would lead a miserable life. This may make it all that more difficult to enable the process of primary prevention. Several facilities such as health education, medical services for the mother and the child, housing, financial support, nursing homes, counselling, etc, need to be provided.  It is important that teenagers who become pregnant be given all the care and love during the pregnancy period and not be driven out of the house. Pregnant girls should also be given counselling services as they would not know much of the manner in which their healthcare needs have to be met. They should be specifically warned about drug abuse and smoking during this period. The focus should be on ensuring that the mother and child are healthy and do not suffer. During the pregnancy period, the young father should be supportive of the girl. The young mother should also be educated about the manner in which abuse and neglect need to be tackled. References: Connelly, M. T. Inui, T. S. (2004). â€Å"Principles of Disease Prevention.†In: Braunwald, E., Fauci, A. S., Kasper, D. L., Hauser, S. L., Longo, D. L. and Jameson, J.L. (Eds) Harrison’s Principles of Internal Medicine, New York: McGraw-Hill. Huberman, B. (2005). â€Å"National Teen Pregnancy Prevention Month (NTPPM) Planning Guidebook.†Retrieved on December 9, 2007, from Advocates of Youth Web site. Ontarios Maternal, Newborn and Early Child Development Resource Centre and the Sex Information and Education Council of Canada (2007). â€Å"Update report on Teen pregnancy prevention.†Retrieved on December 9, 2007, from OMNECD Web site: SHPPS (2006). â€Å"Pregnancy Prevention.†Retrieved on December 9, 2007, from SHPPS Web site. Weiss, D. (2006). â€Å"Reducing Teenage Pregnancy.†Retrieved on December 9, 2007, from Planned Parenthood Web site: http://www.plannedparenthood.org/news-articles-press/politics-policy-issues/teen-pregnancy-sex-education/teenage-pregnancy-6240.htm
Monday, August 5, 2019
Literature Review And Analysis Paper Social Work Essay
Literature Review And Analysis Paper Social Work Essay Ageing is the universal phenomenon encountered by every human individual across the life span. All human beings expect for a healthy and happy old age but not many of them manage to get all those in reality. In this current century, world scenario is changing rapidly in the form of rise in elderly population than before. Many developing countries including Pakistan are affected by this global change. A report on global health and ageing shared recent statistics that in 2010, an estimated 524 million were aged 65 years or older making 8% of world population. It is interesting to note that by 2050 this number is expected to triple to about 1.5 billion signifying 16% of worlds population (WHO Report, 2011). Ironically, in developing countries, geriatric population between 2010 and 2050 is expected to increase more than 250 percent as compared to developed countries. Ali and Kaini (2003) add that this trend in ageing is the result of the demographic shift in fertility rates in combinatio n with mortality rates resulting in ageing of the population (p. 1). Having a glance at our national scenario, it is estimated that the proportion of population 60 years and above in Pakistan will increase from 5.8 percent in the year 2000 to 7.3 percent in 2025 and 12.4 percent in 2050 (United Nations, 2002). Reason for the selection of this topic I came up with my thesis topic as every year particularly on festivals such as Eid, different media channels broadcast programs where views of elderly who are residing in the shelter homes are taken. The eye catching moment was the pain and cry these ageing parents expressed, when their children neglected and dumped them in shelter homes, when they most need support in their last years of life. This event influenced me to work for my thesis in the field of geriatrics. Therefore, based on the significant global and national figures, increase in ageing will predispose the elders to suffer in chronic illnesses, disabilities and new disease patterns. Another, considerable growing fact is that, due to the shift of societal paradigm, elderly population will be the most vulnerable group requiring health attention currently and in the years ahead. Therefore, it is recommended that older adults should remain socially active in their later years (Bergstrom, Holmes Pecchioni, 2000). The findin gs from the proposed research contribution in this area particularly in Pakistani context will assist in filling the gap where elderly population can regenerate themselves without being isolated from social life, and can live with quality, dignity and free of violence in their empty nest days. Significance of the problem Many decades ago the concept of violence against women and children was objected throughout the world but researches in these areas have resulted in the protection and formation of laws for these groups. Likewise, elderly abuse is yet another novel and critical public health and social issue that need prompt attention. Infact, it is one of the most serious subject which is under reported nationally and internationally resulting in thousands of silent victims. Numerous studies are being conducted in the developed countries on the various aspects of the ageing population in order to ensure optimum quality in the later phase of life time. However, many of the South Asian countries including Pakistan are facing serious challenges of decreased economy, low savings, high inflation rates; financial benefits for few percentages of government employees, lack of health insurance coverage are making the life of this vulnerable group questionable. Apart from these encounters, elderly population are confronting with the decline of extended family system and the emergence of nuclear families (Jalal Younis, 2012). In Asian cultures, many of socio cultural practices are grounded on concept of extended family system. Old members of the family are taken care by the young generation and it is regarded as dishonorable if any elder lives alone or in nursing home. In addition to it, this transition has led to the decline in elder decision making power and position and to enjoy later years with dignity and self-worth. Due to this conversion the elderly are at risk, as the younger and more productive members of the family take over, marginalizing the elderly into positions of dependence both social and economic(Subzwari Azhar, 2010, p. 2). Another important change that has taken place in the last couple of years is that younger individuals are migrating for better employment opportunities leaving behind parents with no one to care for them, causing elderly to live alone or they are shifted to shelter homes. Sabzwari and Azhar (2010) supports that one in five patients at the tertiary care hospital in Karachi are elderly. It is estimated that at least 6-7 % of the elderly visiting geriatric clinics at the Aga Khan University Hospital Karachi are living alone with little assistance. Increase in life expectancy has led to substantial increase in aging population globally and it is predicted that the worlds elderly population will continue to increase with an estimated rate at 67 % residing in developing countries by the year 2020 (Karunakara Stevenson, 2012, Ageing population section, para. 1). In Pakistani context, 60 years is designated as the age of elderly. Jalal and Younis (2012) shares WHO report that: 5.6 % of Pakistans population was over 60 years of age, with a probability of doubling to 11 % by the year 2025. Pakistans life expectancy was increased from 45.6 years in 1950 to 66.8 years in 2008 with a probability of increasing to 72 years by 2023 (p. 2). Hence, the decline of popular extended family system and rise of career oriented families, and change in familial values compounded by substantial increase in ageing, subjects older population to maltreatment and this area requires immediate consideration. Jamuna (2003) rationalizes that a series of developments, such as urbanization, industrialization, and migration, and a growing sense of materialism and individualistic orientations have threatened the culture of yesteryear (p.129). One significant cause for underreporting of abuse in Asian cultures is compliance to the value of respect for their elders whereas western cultures sideline them. Research question Older people are left with countless problems in their later phase of life where these years are believed to live in respect, solemnity and self-worth with their married children and grandchildren. On the contrary, this age group has to spend their lives in isolation at home or in shelter homes due to neglect and cruel treatment by them. Although, these old homes are answer to most in need yet they still not provide a solution to majority of the population. Our culture despite its gradual transformation still adheres to the value of caring for their elderly at home (Subzwari Azhar, 2010). Elder abuse is the alarming public health issue present in both developed and developing countries. Very little information is available regarding the extent of maltreatment in elderly especially in developing countries, it is estimated that 4-6% of elderly people have experienced some form of maltreatment at home. (WHO fact sheet, 2011). However, older people are often afraid to report cases of ma ltreatment to family, friends, or to the authorities. There is no reliable data or research conducted in Pakistani context, where sufferings of these elderly populations living in nursing homes could be researched and addressed. Dildar, Saeed and Sharjeela (2012) mentions that elder abuse and neglect are difficult to quantify as these occur in the privacy of the home, institutions and under reported in our country (p. 662). Based on the above facts and literature I came up with the research question that, what are the experience and the perception of elderly people living in nursing home in Karachi, Pakistan? Literature search strategy Literature search was conducted in a systematic way by utilizing available electronic databases, in order to review and explore existing literature related to abuse of elderly population in nursing home. In order to detect relevant literature, two major databases, CINAHL plus with full text and PUBMED was used. Another search engine like Google scholar was also searched to find the relevant literature sources. These databases were searched for the time period between the year 2000 and 2012. Different key words or combination of key words along with the use of Boolean operators were used for all search engines, like elder abuse and nursing homes, elder maltreatment and nursing homes. A synonym for elder abuse like geriatric abuse and for nursing home like shelter home was typed on the search bar. Relevant articles were hunted when the key words were written in research title, abstract of review articles of all data bases. A separate search was carried out for identifying the available literature in Pakistan for this purpose the term Pakistan was added along with other key words to search relevant Pakistani sources. Reference lists of retrieved articles from these databases were also checked for relevant literature. Search from all data bases were narrowed down by the use search filters like year range, gender, age and language. For detail literature search and number of hits (See appendix A). Literature review analysis on elderly abuse in nursing homes Definition The subject of elder abuse began to receive recognition since 1970, and the first boom on elder abuse appeared in UK medical journals in 1975 as granny battering. It was identified by British Gerontologist and the first population based study was done in USA in 1988. International Network for the Prevention of Elder Abuse (INPEA) defines elder abuse is a single or repeated act or lack of appropriate action, occurring within any relationship where there is an expectation of trust which causes harm or distress to an older person (INPEA, 2002, p. 3). Age bracket for elderly is 60 years and above. Some predictions indicate that one million people turn 60 every month and 80 % of these are from the developing world (WHO/INPEA, 2002). All the susceptible victims of abuse who are 65 years or more largely depend on the funded institutions but if there is financial constraint then these vulnerable groups have to be confine to home (Paranitharan, Eidrisinghe William, 2009). There is considerable debate on the definition of elder abuse because some cultures foster certain behaviors that may be considered as abuse in different cultural context. In Australia, elder refers to older local people who have specific positions of power within native communities. It was recommended that elder abuse be replaced with senior abuse in an Australian context as it referred to original and senior population (Ryan, 2009). It can be argued that abuse occurs within a relationship where there is an expectation of trust, no matter different cultures gives different definitions on elder abuse. However McFerran (2009) asserts that research on domestic violence in elderly women, is based on unequal power relations and traditional devaluation of women, not on relationships based on trust (as cited in Ryan, 2009, Definition of elder abuse, para. 3). Therefore, irrespective of the type of abuse, it will definitely result in pointless miseries, pains and sorrows, and decrease quali ty of life of elderly. Types of elder abuse Elder abuse is categorized into five different types: physical abuse, psychological /emotional abuse, financial/material abuse, sexual abuse and neglect (WHO/INPEA, 2002). Most recent data from USA states that, there are about 570,000 cases of elder abuse reported each year, 55% of the cases suffer from neglect which is the most common form of elder maltreatment (Facts on elder abuse, 2012). Economic abuse is one of the most frequently reported forms of abuse, followed by neglect, psychological or emotional and finally physical abuse. Sexual abuse of elders is not reported as frequently as any other type of abuse (Ryan, 2009). Another dimension of elder maltreatment is that it is not restricted to home environment, risk is even leaving them in nursing homes, hospitals and long term care facilities. An empirical study in New Zealand reveals that psychological abuse (59%) is followed by material/financial (42%) and physical abuse (12%) were most frequently identified types of abuse. Sexual abuse occurred in 2% of reported cases (Gadit, 2009). Implications of the proposed research in nursing It is a challenging task for all health care providers to efficiently assess the elderly group so that abuse can be identified and reported for the immediate interventions. Proposed research on this subject will make people aware, that elder abuse will prevent older members from being favorable and positive members of the society. Furthermore, evidence based knowledge on this matter will assist in safeguarding and promoting welfare of the elderly clients. According to Lachs and Pillemer (1995) guidelines from the American Medical Association suggest that all older adults be asked by their physicians about family violence, even in the absence of symptoms potentially attributable to abuse or neglect (p. 438). A careful history taking and interviewing technique is crucial in identifying accurate information on the possible abuse. If the violence on elder is confirmed then priority is to ensure safety of the elderly person by separating from the perpetrator. In the western countries, bas ed on their cultural background, majority of the old age population resides in shelter homes. In Karachi, nursing homes are managed by private NGOs or religious organizations. The Catholic Church runs three old homes in Karachi, and people residing in these old homes pay a minimal fees, and rest are generated through the church (Subzwari Azhar, 2010). Some nursing homes are governed by religious communities functioning with the help of volunteer and donation support. Gadit (2009) identifies that Edhi Foundation is one glaring example of a service where abandoned elderly people are housed. These elderly people are avoided by their children under different grounds like poverty, illness among elderly and general intolerance (p. 3). Recommendation for the prevention of elder abuse A national policy for the promotion of better health of the elderly was designed in 1999, but implementation is yet to be seen. This policy involved the training of health care professionals. An equally important recommendation is the initiation of awareness programs among health care professionals on the subject and the formulation of assessment tools to detect abuse. Another suggestion is the workshops for nursing and medical graduates should be conducted to detect and manage elder abuse more effectively resulting in prompt treatment measures. Potential research on various aspects of care of elderly can urge in the development of policy at governmental level for the protection of geriatric population1. At national level, electronic and print media can play a key role in raising awareness on this subject. It can act as a medium for the provision of specially funded and recreational shelter homes, free health care facilities, and formation of legislative policies (Marshal, Benton Barzier, 2000). Research Methodology The research approach which would best fix on the research question would be qualitative in nature. I would like to go for Phenomenological method as it deals with the truth about reality built in peoples lived experience (Polit Beck, 2008, p. 227). This approach can be applicable on those concepts which are central to the life occurrences of the human being. The core goal is to completely understand persons lived experience and perceptions that it will generate. Inclusion Criteria and Exclusion criteria The inclusion criteria of this proposed research will be all elderly people with an age of 60 years and above in both the genders. Another standard would be all elderly population living in nursing homes in Karachi. The exclusion criteria of this planned study would be all elderly below 60 years of age. Conclusion Transition into old age is another experience which everyone has to encounter. Importance lies in the fact that to be old and live with self-respect, dignity and free from violence, neglect and maltreatment should be an important objective. Geriatric has always been a neglected area, but due to an increase in ageing population, challenge to meet the needs of the elderly is extremely crucial. Elder abuse occurs as a result of strained intergenerational relationship along with the gradual cultural transformations. This critical and under reported phenomenon needs prompt attention by the researchers and government in order to enhance quality of life in their remaining years of life.
Analysis of 2010 Old Spice Campaign
Analysis of 2010 Old Spice Campaign Introduction This essay aims to analyse the 2010 Old Spice Campaign which began with the release of the â€Å"Man Your Man Could Smell Like†commercial and finishing with the interactive â€Å"Response†campaign. The first part of the essay will explain about the brand Old Spice and the stiff competition it faced which resulted in Old Spice having to change their brand image. The second part of the essay will explain the 2010 Old Spice campaign in detail by explaining the rationale behind its conception, its launching and its audience reception, which was further bolstered by the launching of the â€Å"Response†campaign. The third part of the essay aims to analyse the campaign’s overall effectiveness in terms of a rhetorical context and an audience, market and social cultural context. Finally, the essay concludes by explaining the impact and overall significance of the campaign. Old Spice Old Spice is a well-known brand of male grooming products that has been around since 1938 and was acquired by Proctor and Gamble (PG) from the Shulton Company in 1990, who soon shifted its target audience from the older generation of 40 to 60 year olds, to focus on the younger generation of 13 to 34 year old men. Old Spice soon grew in prominence after PG released several new products under its brand that grew to become leaders in the market, like its men’s deodorant line (Belch and Belch, 2012). Problem However, by 2003 competition arises from the Unilever Axe brand, who are market leaders in Latin America and Europe. Axe’s advertising campaigns relied on suggestive images of provocative woman and evocative taglines (Belch and Belch, 2012). By 2009, stiff competition have resulted in Old Spice falling behind and big losses in market share. By the time of the 2010 Super Bowl, Unilever would begin a campaign for Dove Men’s body wash during the event, which therefore endeavoured Old Spice to shift focus back to them in order to boost sales and inhibit further losses in market share (Gold Effie Winner, 2011). Market Research Severe competition from Axe prompted Old Spice to revitalize their brand image in order to keep up, and thus approached advertising company, Wieden + Kennedy (W+K) in order to achieve it. Research done by W+K found that Old Spice’s target audience of the 13-to 34-year-old males were perplexed from the many types of body grooming products. The target audience was quite withdrawn to spend time and explore the options thoroughly, deeming them too confusing, too lady-like, or frankly â€Å"unsuitable for them†. Most men also perceive body wash as being a female product which is unnecessary for them to use. Old Spice also lacked a manly image and has the fixed perception of being used by old people, which did not appeal much to their target audience of younger generation males. The results prompted W+K to relocate Old Spice as the easy, masculine choice for serious men amidst the complicated, crowded and confusing, body product category (Belch and Belch, 2012). Campaign In February 2010, Old Spice released the â€Å"Man Your Man Could Smell Like†campaign. Objectives: The main objective for this advertising campaign was to change the perception of Old Spice being the product of the baby boomer generation in order to fit and appeal with Old Spice’s new target audience of younger men, which resulted in the creation of the â€Å"Old Spice Guy†(former NFL sportsman, Isaiah Mustafa). Target Audience: Despite the targeted market of the Old Spice product being men aged 13 to 34 years, the campaign targeted women instead as research revealed that most purchases regarding body cleansing made by men were decided by their female counterparts. Old Spice decided to directly reach out to women by telling them that â€Å"I am the man your man could smell like†, which would prompt them to purchase Old Spice in order for their male counterparts to smell like the Old Spice Guy. The aim was to spark a discussion between women and men about the benefits of having masculine-smelling body wash (Old Spice) for men over â€Å"female-scented†brands (Gold Effie Winner, 2011). Commercial: A 33 second video was filmed featuring Isaiah Mustafa as the â€Å"Old Spice Guy†explaining the benefits of using Old Spice over â€Å"lady-scented†body wash brands. Description of commercial as follows: The Old Spice Guy faces the camera and greets the women, wearing nothing but a bath towel, prompting the viewer (in this case, ladies) to look at their male counterparts and back to him a few times in order to compare their attractiveness. He concludes that unfortunately, their male counterparts do not look like him but an alternative is, that they are able to smell like him when they stop using lady-scented body wash and switch to Old Spice. The set then transitions smoothly to a boat out at sea, in which he holds up an oyster that contains, â€Å"two tickets to that thing you love†, before turning into many diamonds flowing down from his hand, and then exclaiming again that, â€Å"anything is possible when your man smells like Old Spice and not a lady†, while the Old Spice product materializes from the diamonds, before the camera pulling back and revealing that he’s on a horse (Old Spice, 2010). Launch: It was decided that the video would be released on social media platforms, rather than the Super Bowl. W+K thus secured search engine keywords that would direct users to the commercial when searching for Super Bowl commercials in order to generate buzz. The video was soon released on YouTube on February 4th, 2010, before going on television soon after. Old Spice’s website and social media pages was altered in order to adapt to the commercial. The website displayed visuals of youthful males participating in various â€Å"masculine†activities. Their Facebook and Twitter pages also featured images of the â€Å"Old Spice Guy†. Print ads also accompanied the release. Post-launch, the advertisements aimed to fulfil another criteria which is: getting males and females to start conversations about the campaign. The media buy was thus aimed at environments where men and women would be viewing it together. Examples like American Idol, the Winter Olympics, the TV show Lost and most importantly, in cinemas during the weekend of Valentine’s Day. Soon, the campaign became increasingly widespread and popular, achieving millions of views and multiple parodies. The â€Å"Old Spice Guy†also made appearances on talk shows like Oprah and Ellen DeGeneres. The campaigns popularity, resulted in the â€Å"Response†campaign, an event which went on for two days, in which the â€Å"Old Spice Guy†recorded over 186 personal video messages to internet users who posted comments about the commercial on social media platforms, which was then uploaded online (Wieden Kennedy New York, 2010). Reception: *Both Sources from Golden Effie Award, (2011) As shown in the pie chart above, Old Spice managed to achieve its primary objective of the campaign by dominating online conversations about body wash with 76% of the majority share throughout the period of January and March, 2010. By April, â€Å"The Man Your Man Could Smell Like†video garnered more than 10 million views on YouTube, which was more than 10 times the amount of views accumulated for Dove’s Super Bowl commercial (Wieden Kennedy New York, 2010). The â€Å"Response†campaign reached 20 million views on YouTube in just three days, and Old Spice’s social media following increased substantially. After the â€Å"Response†campaign, followers increased about 2700% and 60% for Twitter and Facebook respectively. YouTube subscribers increased from 65,000 to 150, 000, as well as traffic to the Old Spice website increasing up to 300%. As shown in the graph above, sales of Red Zone Body Wash also increased up to 125% from the time of the campaign’s launch to July 2010. Old Spice soon became the number one All-Time Most Viewed branded channel on YouTube. (Wieden Kennedy New York, 2010). Own View Old Spice succeeded in reinvigorating its image by adding a youthful, masculine and alluring appeal to its personality and image. It also established a positive reputation for itself through the commercial’s use of humour by becoming, â€Å"the brand with hilarious commercials†. Audiences will now immediately assume that future Old Spice commercials will be entertaining and thus will pay attention to them. This has allowed Old Spice to break free of the crowd of other commercials and prompts audience to focus on the messages. Although subsequent commercials may not be as interesting or persuasive, audiences are still likely to be watchful for any Old Spice advertisements expecting entertainment. The commercial’s humour was sufficiently good and enough as well. Old Spice Guy’s exaggerated masculinity was the right amount of funny to stimulate the viewer’s sense of humour. The Response campaign was also brilliant in every way as it allowed for higher interactivity and a real intimate engagement and relationship with the target audience as well as providing quality entertainment value. Rhetorical Analysis This section aims to provide a rhetorical analysis of the first â€Å"Man Your Man Could Smell Like†commercial video (Old Spice, 2010). The campaign targets women, hence, Old Spice Guy initially addresses women in order to appeal to their desire of making their male counterparts more attractive, however, he indirectly targets insecure males who themselves want to BE more attractive to women, which is the product’s main target audience. The ethos (narrators’ character and credibility in gaining approval) of the Old Spice Guy is by exhibiting the good traits he possesses; muscular, good-looking and tall which reinforces the credibility of the product and suggests that anyone who uses it would be as desirable as he is. The commercial also displays diamonds materializing out of the Old Spice Guy’s hand in which suggests that the character is wealthy and the sequence with the â€Å"two tickets to that thing you love†coming out of the oyster suggest that he can get anything a women desires. This reinforces the perception that he is the exemplary man. Next, the character uses pathos (seeking to arouse emotion in order to obtain approval) to appeal to the viewer’s insecurity and their perceptions of the perfect man. Old Spice Guy stimulates the viewer’s sense of humour and his dramatic delivered dialogue allows him to seem charming and charismatic. Also the use of imagery, like the Old Spice product materializing from a handful of diamonds, uses pathos to influence the audience into associating Old Spice with opulence. The commercial’s lacks logos (logical reasons to support argument) as the commercial is immensely absurd and improbable. Its main logical argument is that using Old Spice would make you smell better and thus become more attractive and exciting. This can be associated with a logical fallacy called, â€Å"The Slippery Slope†in which is the belief that taking a certain action (in this case, using Old Spice), would result in a chain of events with no logical explanation (attractiveness, luxury, etc.). While it is reasonable to suggest that the product WILL make you smell better, it cannot be proven logically that it would lead to you becoming more interesting or becoming rich and obtaining lavish possessions like diamonds or a boat. This can be related to the Elaboration Likelihood Model (ELM) under the peripheral route to persuasion in which the audience is deemed lacking the ability or motivation to compute information and would not probably undertake any thorough cognitive processing. This is when the viewer depends on the peripheral cues in the message and makes a decision, rather than evaluating the information and making sense of the argument. Positive peripheral cues like the attractiveness of the â€Å"Old Spice Guy†and luxurious materials being associated with the Old Spice product can overshadow the overall logic of the message to the viewer (Belch and Belch, 2012). The commercials overall effectiveness was in being able to relay positive peripheral cues to the viewers as quickly and directly as possible before the viewer could comprehend the overall sense behind it. The exigency (urgent demand or need) of the commercial is created by people’s desire to be attractive (e.g. men would like to be attractive to women) thus, the commercial portrays the perception that Old Spice users automatically becomes so thanks to the positive visuals being portrayed in the commercial. The tone and speed in which the way the Old Spice Guy speaks (which is direct and rather in a hurry) out his argument further reinforces the sense of urgency. The argument’s effectiveness ultimately depends on the viewer’s subconscious overlooking the fallacies of the argument presented within the commercial as well as being stimulated to action by the commercial arousing emotions over confidence and attraction. Audience, Market, Socio-Cultural Context Old Spice’s target audience (13 to 34 year old males) are able to be influenced by the commercial as they are inclined to feel insecure about themselves when it comes to attracting the opposite sex, in which purchasing Old Spice would give them a confidence boost, even though it is clear that the connection between the product and its benefits are non-existent. This would still influence an individual’s decision-making without being cognitively aware. Old Spice’s target market put greater emphasis on the need for fragrances. Their psychographic of the target audience believes that good deodorant and smelling good is essential as it eliminates the need for a cologne, and good and proper grooming is an important aspect to overall attractiveness to the opposite sex. Maslow’s Hierarchy of Needs explains that the primary motivation for consumers to buy grooming products is a result of their need for â€Å"esteem†, in which the target audience is driven by concerns regarding developing masculine identities and to be perceived as attractive to the opposite sex, all in which would encourage the consumer to seek products that would allow them to achieve their desired image (Belch and Belch, 2012). Old Spice also managed to establish a strong sense of brand loyalty among its consumers through the â€Å"Response†campaign, by allowing them to get personally invested in the brand through social media interaction. A personal connection with Old Spice allowed its consumers to fulfill Maslow’s Hierarchy of Needs of Self-Actualization which is the need for self-fulfilment (Belch and Belch, 2012). Conclusion Old Spice’s managed to achieve its goal of re-branding itself from being considered a â€Å"grandfather†product to appealing to both men and women of the younger generation through the 2010 Old Spice Campaign. The overall significance of the â€Å"Response†campaign innovated advertising by introducing real-time brand building through establishing an interactive an intimate relationship with the target audience that modernized and humanized Old Spice as a brand, an endeavour that would certainly be considered as the most popular and rapid growing interactive campaigns of all time.
Sunday, August 4, 2019
The Day My Father Began to Understand the Colors of My World :: Personal Narrative, Autobiographical Essay
The world is full of color. It has to be. Where else would we find depth and meaning and purpose? Color comes together to make shape. The vibrancy of blues, reds and yellows all wash over us as we experience life. Everything ruptures with color, even music with its bright highs and dark lows or language spoken with meaning and clarity. Existence is an art and the freedom to express your art a privilege we all hold dear. I discovered the power of expression when I was young. Crayons and scissors filled my mind. I could manipulate a world of my own on paper, shaping its people. I was king. I knew my subjects. They were spread in 2-demensions before me as they struggled to all escape my mind at once. Although my scribbles never quite matched the emotion I felt deep inside me, they were enough. The forms and figures were mine. I created them. I began to know myself as I continued to grow and develop, but I could never reach the ultimate plateau I felt so strongly that I needed. I needed a boost to reach some sort of self-assurance in my ability and my love. I tried to achieve acceptance once. Although I was young, I remember it well. I had spent all day in school creating another expansive world. As my teacher rattled off times tables and division, I furiously created an eight-year-old masterpiece through a storm of colored pencils and erasers. As I perfected each tree in my landscape, I began to feel powerful. I knew what it was to create and to be good; all I needed was for someone to show confidence in my work. My mother picked me up, but I didn't take this opportunity to show her. My picture was special. It deserved the ultimate unveiling. I was going to show it to my father. Dad came home unhappy, as usual, and ready for dinner. I knew better than to involve him yet. As I ate my unnoticed meal, I could barely hold my excitement. After dinner, I ran to my room and unfolded my work along its careful creases. I walked slowly to his chair, carefully and excitedly balancing my masterpiece in my hands. "Look, Dad, look at what I did. I did it today in school all by myself." He turned slowly in his chair, upset because his connection with CNN had been broken.
Saturday, August 3, 2019
The Reasons For American Economic Prosperity In The 1920s :: essays research papers
Why was there economic prosperity in American in the 1920’s? I know that America on it’s surface was prosperous during the 1920’s. I know this because of the physical signs, and the evidence I have found supporting this concept. Some of the physical signs of the then prosperity are evident today, like the skyscrapers and Empire State building. There were the inventions of manufactured fabrics and materials such as Bakelite, artificial silk and Cellophane. Airlines carried almost half a million passengers a year, which compared to Europe at the same time, was a massive number of people. In this essay I will analyse all the reasons behind the economic prosperity in 1920. World War 1 assisted America’s latter prosperity. Throughout the war American industry benefited, because countries that couldn’t buy goods from Europe, did so from America. And along with this Europe bought products from America, products that they weren’t producing while they were fighting. Furthermore, during the First World War, American banks lent money to their European Allies. In the 1920’s, this was being paid back with interest. The war had also led to advances in technology, such as mechanism and manufactured materials. Production of Iron Ore, coal, petrol and wheat and exportation of chemicals, wheat, iron and steal all had increased considerably by the end of the war. By the end of the war, America had decided to isolate itself from the problems of Europe, and set itself about making the most profit in business. This isolationism built up the confidence of the American people. An increase in personal wealth, demand and output production all helped America’s prosperity. Banks were eager to lend money to businesses and individual’s. With this easy money, and the introduction of hire-purchase schemes, the demand for products increased. Consumer spending was incredibly high, which is reflected in the statistic that in 1920 there were 312 department stores, and by 1929 there were 1395. There was a consumer boom. Business profits rose by 80% during this period, which in turn raised share dividends by 65%. Also some women had continued working as they had done through the war. Both of these elements contributed to giving people again, more money to spend. However, the availability of money was not the only reason for increased consumer spending. New inventions such as vacuum cleaners, refrigerators and washing machines became available, and advertising over the popular radio encouraged consumers to spend more on everyday products.
Friday, August 2, 2019
1776 by David McCullough Essay
Revered historian David McCullough covers the martial side of the historic year of 1776 with trait insight and an enthralling description, appending new research and an innovative standpoint to the foundation of the American Revolution. It was a tumultuous and bewildering time. As British and American officials fought to make a negotiation, incidents on the ground escalated until war was unavoidable. McCullough writes gaudily about the depressing conditions that herds on both sides had to bear, embracing a bizarrely ruthless winter, and the job that luck and the quirks of the climate played in assisting the regal forces hold off the world’s supreme militia. He also successfully discovers the magnitude of enthusiasm and troop self-confidence – a knot was the same as a triumph to the Americans, while anything other than crushing victory was off-putting to the British, who projected a quick finish to the combat The redcoat withdraw from Boston, for instance, was principally mortifying for the British, whereas the negligible American win at Trenton was overstated regardless of its partial strategic importance. In his latest book, †1776,†David McCullough wields on this significant year the narrative gifts he is expressed in such fascinating accounts as †The Great Bridge†plus †The Path between the Seas.†As a olden times of the American Revolution, it is an improbably abridged volume: critical developments leading to the insurrection like the Stamp Act, which occur to fall external the boundaries of Mr. McCullough’s strict time outline, are not observed, and succeeding episodes of the war (which would keep on after the Trenton-Princeton crusade for an added half-dozen traumatic years) are overlooked as well.            Quantities of the strongest courses in 1776 are the illuminating and well-formed descriptions of the Georges on either sides of the Atlantic. King George III, so often represented as a shambling, haughty fool, is given an additional attentive treatment by McCullough, who reveals that the king deemed the settlers to be ill-tempered subjects without valid gripes – an outlook that led him to underrate the will and aptitudes of the Americans. Now and then he seems dazed that war was even obligatory. The great Washington meets his substantial status in these pages, and McCullough hinges on private association to balance the man and the fable, disclosing how severely concerned Washington was about the Americans’ chances for success, regardless of his public sanguinity. Perhaps more than any other man, he recognized how providential they were to simply carry on the year, and he gladly places the responsibility for their fortuity in the hands of God in lieu of his own. Enchanting and terrifically written, 1776 is the work of a skilled historian.            †1776†is least valuable, nevertheless, at conveying the interior of most war narratives: combat. The initial, and best, hundred pages focus on the cordon of Boston, an overwrought but almost bloodless issue. When the action transfers to New York, the narrative sagged. McCullough writes with great lucidity regarding the composite tactics between Manhattan, Long Island and Westchester County in the summer and fall of 1776. But when battle blasts, the action turns out to be hindered in stock images. ‘1776†is even so an emotive and sensible work, reminding us that it’s armed forces rather than †tavern nationalists and turbulent politicians†who have constantly paid the price of American optimism and determined its victories. Works Cited McCullough, David, (May 24, 2005), 1776, Simon & Schuster ISBN: 0743226712.
Thursday, August 1, 2019
Selfishness and Comment Shows Rufus
In the book Kindred, there are many characters that are interesting. One reason this is true, is because the book forwards through time very fast and we see many characters go from infantile to grown adult. One character that changed throughout the story was Rufus Weylin. His development was incredibly interesting because the story somewhat revolves around what he does or what is happening to him. We see him as a very young child to a twenty five year old adult. In this story, Rufus is the most interesting because he develops from a young impressionable child, to a selfish man influenced highly by the antebellum South and other things.First off, when we get the first glimpse into Rufus the boy he is burning his drapery to get attention from his father. He then mentions how he had also burned a barn. Here, we can already tell that Rufus likes to be heard, get his way, and when he doesn’t his reaction is way too exaggerated. He also is already influenced by what he sees around h im. He says to Dana, â€Å"You have to say it†¦ young master†¦you’re suppose to. †Dana responds, â€Å"No. †Rufus grips her arm and says, â€Å"Yes! †This reaction Rufus displays to Dana shows his influence of slave owning times and his inability to accept rejection.Although, when Dana says, â€Å"Rufe, don’t burn anything else. †He responds with, â€Å"I wont. †This indicates that he can take direction from another person and someone who is black, and this leads you to think that maybe he can learn to take direction and possibly change his ways. When Dana returns to the Weylin plantation with Kevin Rufus says, â€Å"Does Dana belong to you now?†¦ wife!†¦ niggers can’t marry white people! †This reaction shows that Rufus was indeed fitting into his society’s way of thinking and the mere idea of their marriage was insanity.However, as Dana returns again Rufus was indeed changing. This time he was trying to be with Alice, a black girl he had grown up with. As a child Rufus had this girl as his friend, but Rufus was now turning into his father, trying to take a black woman to bed with him. He had gone from a boy hating his father to a young man becoming him. Alice said, He tried to get Judge Holman to sell Isaac south to keep me from marrying him. †This also shows that Rufus is growing into a selfish young man with rash reactions. Similar to when he was a child.Though a lot of his reactions now hurt the ones he loves. He said to Dana about Alice running away, â€Å"Jail. A good whipping. Then they’ll sell her. †â€Å"She’ll be a slave? †â€Å"Her own fault. †This is a good example of his rash harshness. Even though at many points in the story Rufus seems awful, he still has some humanity in him. When asked if he would ever sell anyone like his father he responds, â€Å"I don’t know. I don’t think so. †Th is one comment shows Rufus may be some things but heartless isn’t one of them. In fact, Rufus seems to constantly yearning for someone’s love.When Alice was being healed Rufus says this time has been great because Alice hasn’t hated him. Although Rufus does hit Alice later when she doesn’t show him love. This shows that Rufus will not be rejected by anyone. His love for Dana even drives him to hold a gun to her and yell, â€Å"You’re not leaving!†¦ Damn you, you’re not leaving me! †Rufus’ need for his way and only his way continues when his father passes away. He says, â€Å"you let him die?†¦ You let him die†¦damn you to hell, you let him die!†¦ you just let him die. †His repetition shows his irrational behavior.He doesn’t take into account that Dana has just saved his life and there was nothing to do for Tom Weylin. Rufus continues to show his selfish behavior mixed with his plantation upbr inging when he sends Dana to the fields to work as punishment. His ultimate step into becoming a plantation owner was with his father passing, and now he was far from the person that said he would never sell a slave. His authority is really noticeable when he says, â€Å"You walk away from me, Dana, you’ll be back in the fields in an hour!†¦ Don’t you ever walk away from me again! At this point his threats aren’t him whining like when he was a child, he meant it. Rufus’ character develops a lot near the end of the book as we realize his feelings toward Dana all to clearly. In the middle of the night he approaches Alice and Dana and says, â€Å"You really are only one woman. Did you know that? †Rufus had Alice for his physical needs and Dana for his emotional. We start to see that Dana wasn’t just his friend; he needed to have her, no matter what. His jealously became clear when he sold the slave Sam for just speaking to Dana.He said, â€Å"He wanted you†¦he wanted you. †He then says to Dana, â€Å"Your so much like her, I can hardly stand it. †Rufus’ relationship with Dana had gone from friendship and understanding to Rufus wanting more and he aimed to have it. When we see that Rufus was allowing his son to call him daddy finally it was reminder of his humanity. We see that in some ways he was still good, and not racked with intense emotions. However, his humane side diminishes slowly with his irrational wants, desires and need for affection.Rufus’ character is interesting because of his development throughout this novel. In some ways it was radical and in others it was not. As a child he seemed to react too strongly in situations, like he does throughout his life. As a child you think he may change and not let his times control the way he thinks, but as he becomes an adult it’s obvious the South and his father have a big effect on him. In the end, Rufus’ selfishn ess, dominance, possession, and jealousy outweigh his sincerity, ultimately leading to his demise.
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