Accounting - 671 Words

Landline Should Go For Net Revenue The accounting issue at hand in this case is revenue. Landline is offering call routing services for PRU and the former entity has to make some receipts from the services rendered. To put the issue at hand in context, revenue is generally the income received by any company from selling goods or services. In abroad sense, revenue is the income received by any commercial institution for the goods sold or services rendered. It is basically the incoming receipts generated from the services offered or goods sold. It is the core parameter of consideration in the event of evaluating the company’s health. There are two classifications of revenue and the situation in which Landline is requires serious†¦show more content†¦Landline is essentially being outsourced by PRU for routing the calls of the latter yet PRU does not mention it in its marketing campaigns or any other strategic communications of the business. This leaves Landline as a fully-fledged contractor of the outsour ced variety. From the relationship between the two companies where Landline submits 80% of revenue to PRU, it is clear that landline gives out commissions to PRU yet it does all the logistics of the daily running of the phone routing service. This puts Landline in a critical situation where the taxman comes calling and the customers who use primarily Landline’s infrastructure are not even aware o0f the existence of such a company. It would be wise for Landline to consider net revenues in the relationship it has with PRU. This way, landline will be able to determine the feasibility of the engagement in terms of profitability and viability much faster than if it went for gross revenue. Gross revenue would be false indictor of the financial position of Landline because 80% of the gross revenue belongs to PRU yet Landline does all the logistics of hiring and paying statutory bills. The journal entries that re important here are the number of seconds per call, the applicable statu ary tax per on each call, the hardware and software resource requirements necessary to facilitate the call every second or minute, and the human resource cost applicable to makingShow MoreRelatedAccounting1024 Words   |  5 PagesQuestion 1:   * Proficient-level:   * There are several important functions performed in an organization, among which accounting is one of them. Define the accounting function and discuss how it differs from double-entry bookkeeping. 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The Ethics of Food Advertising Targeted Toward Children Parental Viewpoint Free Essays

O Springer 2009 Journal of Business Ethics (2010) 91:299–311 DOI 10. 1007/s10551-009-0084-2 The Ethics of Food Advertising Targeted Toward Children: Parental Viewpoint ABSTRACT. The children’s market has become significantly more important to marketers in recent years. We will write a custom essay sample on The Ethics of Food Advertising Targeted Toward Children: Parental Viewpoint or any similar topic only for you Order Now They have been spending increasing amounts on advertising, particularly of food and beverages, to reach this segment. At the same time, there is a critical debate among parents, government agencies, and industry experts as to the ethics of food advertising practices aimed toward children. The present study examines parents’ ethical views of food advertising targeting children. Findings indicate that parents’ beliefs concerning at least some dimensions of moral intensity are significantly related to their ethical judgments and behavioral intentions of food advertising targeting children as well as the perceived moral intensity of the situation. KEY WORDS: parents, children, ethics, food advertising The children’s market has become signi? cantly important to marketers (McNeal, 1998). Many marketers spend millions of dollars on advertising to reach this growing segment (Jardine and Wentz, 2005). More speci? cally, food and beverage companies in the USA spend an estimated US $10–12 billion targeting hildren and adolescents (McKay, 2005). According to the Kaiser Family Foundation, children are exposed to more than 7,600 commercials on candy, cereal, and fast food in any given year (Kotz, 2007). The effects of advertising on children have been highly debated among various groups, including parents, researchers, industry experts, and governme nt agencies. One of the primary debates has been the potential impact of food advertising directed at children. A variety of institutions are involved in this debate. Some of these organizations such as public advocacy groups criticize the food companies and elevision networks concerning the increased amounts spent as well as the types of promotional efforts targeted Aysen Bakir Scott J. Vitell at children (York, 2007). Furthermore, statistics provide substantial concern about obesity, showing that approximately 50% of elementary-school children and 80% of teenagers will battle obesity during their lifetime. There is also debate among practitioners on advertising practices directed at children, with even marketing professionals indicating concern about advertising targeted at children. When interviewed, 35% of them consider the general ethical and moral tandards in the industry to be ‘‘lower than in the past,’’ with 40% believing that these standards are ab out the same (Grimm, 2004). Thus, only 25% believe the standards are improved. Some companies have already started taking actions to deal with criticisms and even with government warning. In Europe, soft-drink companies have developed self-regulatory measures to stop advertising junk food and to help tackle child obesity. To avoid stricter laws, soft-drink companies have pledged to stop marketing towards children under 12 years old. The companies also have pledged to limit soft-drink sales at schools (Wentz, 005). Other countries in Europe, however, have been taking an even stricter stance on regulations; for example, starting in 2005, Ireland introduced a ban on celebrities who appear in food and beverages targeted at children (Jardine and Wentz, 2004). Furthermore, some companies have also responded to government calls by promoting active lifestyles when targeting children in food ads. McDonald’s, in the UK, ran a campaign that featured Ronald McDonald and used animated fru it and vegetable characters which were called Yums. These characters urged children to eat right and stay active (Jardine and Wentz, 2004). Given all these statistics showing the potential impact of food advertising targeting children, parents 300 Aysen Bakir and Scott J. Vitell are concerned over whether or not marketers have been conducting ethical practices in promoting their products. However, this issue has not received signi? cant attention in the marketing literature. This paper attempts to ? ll this apparent gap by examining parents’ ethical views of food advertising targeted at children. In doing so, it also examines the potential impact of parents’ attitudes toward food advertising and toward the use of nutrition information on their thical judgments and behavioral intentions. Marketing ethics and advertising to children Advertising to children has long been one of the most controversial areas of marketing. The debate ranges from whether or not it is even ethical to advertise to children and includes the types of advertising practices that might be considered ethical. At the center of this debate is food advertising targeted at children. The impact of advertising to children has been shown in previous studies (Goldberg and Gorn, 1974; Gorn and Goldberg, 1977). Findings include the fact that low-income children exposed to a commercial just nce had favorable attitudes towards the advertised product (Gorn and Goldberg, 1977). Furthermore, these authors found that exposure to television ads among 5- and 6-year-old children directly in? uenced breakfast food and snack preferences (Goldberg et al. , 1978). Finally, exposure to advertisements has also been shown to in? uence the frequency of snacking among children (Bolton, 1983). Advertising has been criticized for promoting materialism, persuading individuals to buy things they do not need, and providing false or misleading information (Pollay and Mittal, 1993). Parents’ concerns toward the impact of advertising directed at hildren have risen signi? cantly in the last decade (Hudson et al. , 2008). These concerns have also been expressed by academicians (Moore, 2004). However, only a limited number of studies have examined ethical issues aimed at the children’s segment (Ahuja et al. , 2001; Hudson et al. , 2008). Despite these increased concerns and the ensuing debate, parents’ ethical views of food advertising targeting children have not been examined in the marketing literature. Ethical judgments and behavioral intentions Understanding how parents view and make decisions about ethical issues targeted at children is important to marketers. Several factors might in? uence ethical decision-making, including situational factors (Hunt and Vitell, 1986) and individual differences (Hunt and Vitellm, 1986; Jones, 1991). Ethical (or unethical) behavior is in? uenced directly by the ethical judgments and behavioral intentions of the individuals. An individual’s ethical judgment is de? ned as ‘‘the degree to which he or she considers a particular behavior morally acceptable’’ (Bass et al. , 1999, p. 189). Ethical judgments have been considered a central construct in several ethical decisionmaking models (Dubinsky and Loken, 1989; Hunt and Vitell, 1986; Jones, 1991). These decision-making theories provide an understanding of how an individual’s behavioral intentions and ethical judgments are relevant to making decisions in situations involving ethical issues; for example, the theory of reasoned action suggests that individuals act in a manner consistent with their attitudes. On the other hand, other factors might cause individuals to develop behavioral intentions that might be inconsistent with their attitudes (Fishbein and Ajzen, 1975). Past research has also shown that individuals are more likely to state their behavioral intentions if they perceive the situation as ethical (Bass et al. , 1999). Furthermore, Hunt and Vitell (1986, p. 9) de? ned behavioral intentions as ‘‘the likelihood that any particular alternative will be chosen. ’’ The authors also suggest that ethical judgments would impact the individual behavior through behavioral intentions. Overall, ethical judgments and behavioral intentions are important constructs to gain insights regarding advertising directed at children. Attitude toward food advertising As noted, research examining parents’ attitudes toward advertising, particularly to food advertising, directed at children is limited. Past studies examined the relationship between family communication atterns and parental reactions toward advertising (Rose et al. , 1998), and parental involvement The Ethics of Food Advertising Targeted Toward Children and authoritative parenting and attitude toward advertising (Carlson and Grossbart, 1988). Only one study examined the relationship between attitude toward food advertising and p arental styles (Crosby and Grossbart, 1984). The authors found differences regarding attitudes toward food advertising based upon parental styles, with more authoritative parents being more concerned about children’s food advertising as compared with more permissive parents. Governments and health advocates in different countries are trying to introduce stricter regulations on food advertising targeting children since they blame marketers for increased levels of childhood obesity. In France, food marketers are faced with choosing between paying a 1. 5% tax on their ad budgets to fund healthy-eating messages or else adding a health message to commercials. In Canada, one-third of children between 2 and 11 years old are overweight and some marketers are promoting healthy lifestyles for children. Given the different proportions of childhood obesity problems from ne county to the next, multinational food marketers such as McDonald’s now have differing strategies in each country based on how they must undertake this global challenge (Jardine and Wentz, 2005). Clearly, advertisers have been questioned about their ethical standards. Although there is increased discussion among parents regarding the potential impact of advertising and concern about how eth ical (or unethical) advertising practices are towards children, this issue has not been adequately researched. Since the relationship between parents’ attitude toward food advertising and ethical judgments and behavioral intentions f the advertising tactics targeted at children has not been examined in the marketing literature, this study focuses on those parental perspectives. Therefore, based upon the previous discussion, it is hypothesized that: Parents’ attitude toward food advertising will be positively related to their ethical judgments of the food advertising targeted at children. H2: Parents’ attitude toward food advertising will be positively related to their behavioral intentions of the food advertising targeted at children. H1: 301 Attitude toward use of nutrition information Concerns about children’s nutrition include multiple actors. Some of these concerns are centered on nutrition de? ciencies in children’s diets due to economic facto rs, poor eating habits, and inadequate nutritional knowledge of parents. The government has taken several steps to deal with children’s nutrition problems by being involved in school lunch programs, regulation of children’s advertising, and nutrition education in schools (Crosby et al. , 1982). Research has also shown the positive impact of parental in? uence and nutrition education (Grossbart et al. , 1982). Parents’ attitudes toward the use of nutrition vary from one parent to the other. Furthermore, parents, particularly mothers, wield a signi? cant impact on children’s consumption of a balanced diet and exposure to a variety of foods. Previous research has shown that mothers who endorsed nutrition information had more positive attitudes toward nutrition and expressed more concerns about food advertising targeted at children (Crosby et al. , 1982). Therefore, it is further hypothesized that: Parents’ attitude toward the use of nutrition information will be positively related to their ethical judgments of the food advertising targeted at children. H4: Parents’ attitude toward the use of nutrition nformation will be positively related to their behavioral intentions of the food advertising targeted at children. H3: Moral intensity Jones (1991) de? nes moral intensity as ‘‘the extent of issue-related moral imperative in a situation’’ (p. 372). Furthermore, he suggests that ethics-related contexts vary with their level of mo ral intensity. Jones (1991) identi? ed six categories (magnitude of consequences, probability of effect, temporal immediacy, concentration of effect, proximity, and social consensus) of the moral intensity construct. The ? rst four items refer to the various dimensions of harm the action might cause. More speci? cally, magnitude of consequences refers to the cumulative 302 Aysen Bakir and Scott J. Vitell harm (or lack thereof) the action might cause. Probability of effect refers to the likelihood that the action will cause harm (or lack thereof). Temporal immediacy refers to ‘‘the length of time between the present and the onset of consequences of the moral act in question (shorter length of time implies greater immediacy)’’ (Jones, 1991, p. 376). The concentration of effect refers to the number of people who would believe that the action would cause harm (or lack thereof). Proximity is the ‘‘feeling of nearness social, cultural, psychological, or physical)’’ (Jones, 1991, p. 376) that the individual has for those affected by the action in question. Finally, social consensus is the extent of the feeling that action taken is good (or not). Moral intensity is a multidimensional construct that measures the moral intensity of the si tuation. Ethical decision-making process must be in? uenced by the perception that the potential action has a moral or ethical facet that needs to be evaluated (Barnett, 2001). For marketing practitioners, studies have shown that perceived moral intensity affects the perception of ethical problems in various situations Singhapakdi et al. , 1996a; Singhapakdi et al. , 1999). Furthermore, past studies also have shown that moral intensity in? uences behavioral intentions of the individuals in ethics-related situations (Robin et al. , 1996; Singhapakdi et al. , 1996a). Also, Hunt and Vitell (1986) suggest a theoretical link between intentions and ethical judgments. Therefore, moral intensity would also be expected to in? uence ethical judgments. The relationship between moral intensity and ethical judgments and behavioral intentions has also been empirically shown (Barnett, 2001; Vitell et al. , 2003). Thus, it is hypothesized that: Parents’ attitude toward moral intensity will be positively related to their ethical judgments of the food advertising targeted at children. H6: Parents’ attitude toward moral intensity will be positively related to their behavioral intentions of the food advertising targeted at children. H5: contexts (e. g. , Singhapakdi et al. , 1996c; Singhapakdi et al. , 1999). Forsyth (1980) suggests that idealism and relativism can be considered as individual differences that might impact individuals’ judgments of moral issues. Idealism measures an individual’s acceptance of universal moral absolutes. This construct focuses on the assumption that, if ight actions are taken, this will lead to desired outcomes. On the other hand, relativism measures individual’s rejection of universal moral tenets (Forsyth, 1980). Therefore, the conceptualization of these constructs might suggest that individuals who are more idealistic would be more likely to have higher ethica l judgments and behavioral intentions. Previous research provides some support for these relationships (Singhapakdi et al. , 1996c). Relativism is de? ned as a belief that moral standards are relative to one’s culture or society. Forsyth (1992) also indicates that relativistic individuals might ormulate their decisions based on skepticism and evaluate situations based on other than ethical principles. Furthermore, relativistic individuals evaluate what is right or wrong based on the speci? cs of the situation (Park, 2005). Forsyth (1992) also indicates that idealism and relativism are not contrary concepts, but rather independent of each other; for example, an individual might have high scores both on idealism and relativism, which indicates that the person might simultaneously accept absolute moral rules and yet also evaluate the alternatives available based upon the speci? c situation and its possible onsequences. Therefore, parents would evaluate each of the advertising ta ctics directed at their children on a situation-by-situation basis. Since food advertising directed at children has received signi? cant attention recently due to the health concerns of children and increased obesity rates (York, 2007), speci? c types of advertising tactics such as potentially developing unhealthy eating habits might be received more negatively due to their apparent impact on children. Therefore, it is hypothesized that: Parents’ idealism will be related to their ethical judgments of the food advertising targeted at hildren. H8: Parents’ idealism will be related to their behavioral intentions of the food advertising targeted at children. H7: Idealism and relativism Idealism and relativism have been used to measure moral philosophies in various marketing-related The Ethics of Food Advertising Targeted Toward Children Parents’ relativism will ethical judgments of the geted at children. H10: Parents’ relativism will behavioral intentions of targeted at children. H9: be related to their food advertising tarbe related to their the food advertising Method Sample The survey was sent to parents at several schools ocated in the Midwest. The researchers contacted the schools and got permission to send the survey to parents at the schools that agreed to participate in the study. The number of schools that participated in the study provided signi? cant diversity in terms of economic background. The majority of the sample included educated and employed middle-income families. Of the 1,020 surveys sent, 189 surveys were completed, for a response rate of 18. 52%. Of the 189 surveys, 28 surveys had missing data for individual questions. Among the respondents, 78% were mothers and the rest of were fathers. Table I isplays the complete demographics of the respondents. Procedure Once the school principals gave permission, the researchers contacted the teachers from kindergarten to eighth grade. The teachers in each grade sent the ques tionnaires home to parents with the children. Once the parents ? lled out the questionnaires, the children returned the completed questionnaire to the schools. Measures and reliability The dependent variables were behavioral intentions and ethical judgments. The independent variables were moral intensity, idealism, relativism, attitude toward food advertising aimed at children, and ttitude toward the parents’ use of nutrition information. 303 TABLE I Demographics of the respondents Variable Parent Mother Father Age of the parent 29 years old or under 30–39 years old 40–49 years old 50–59 years old Education level of the parent High-school degree Some college degree College graduate Some graduate study Graduate degree Household income (US $) 100k Work status of the parent Working full time Working part time Not working No. of children One child Two children Three children Four children More than four children % 78. 1 21. 9 4. 8 48. 9 39. 8 6. 5 5. 4 19. 4 38. 7 5. 4 31. 2 12. 2 14. 5 26. 6 3. 9 22. 8 67. 9 17. 1 15 18. 7 42. 2 27. 3 7. 5 4. 3 Moral intensity This scale measures parents’ attitude toward moral intensity in a given situation. This construct was developed by Jones (1991) and includes six dimensions. However, the scale used to measure the construct was developed by Singhapakdi et al. (1996b). Responses were measured by a seven-point Likert-type scale, ranging from 1 (strongly disagree) to 7 (strongly agree). The harm dimension included three variables: magnitude of consequences, temporal immediacy, and concentration of effect. The other two items were proximity and social consensus. The reliability of the harm scale was 0. 85 for the 304 Aysen Bakir and Scott J. Vitell ?rst scenario, 0. 91 for the second scenario, and 0. 86 for the third scenario. Idealism and relativism This scale measures the extent of individual’s acceptance of moral absolutes, whereas the relativism scale measures the extent of individual’s rejection of universal moral principles. The two scales were developed by Forsyth (1980). The ten items for each scale were measured utilizing a seven-point Likerttype scales, ranging from 1 (strongly disagree) to 7 (strongly agree). The reliability of the scale was 0. 83 or idealism and 0. 84 for relativism. Attitude toward food advertising This scale measures parents’ attitudes toward food advertising directed at children. The scale is adapted from a Carlson and Grossbart (1988) study and includes six items. The parents’ extent of agreement was measured by a ? ve-point Likert-type scale, ranging from 1 (strongly disagree) to 5 (strongly agree). The reliability of the scale was 0. 80. Attitude toward use of nutritional information This scale measures parents’ use of nutritional information. The scale was originally developed by Moorman (1998) and includes four items. The parents’ extent of agreement toward the use of nutritional information were measured by a ? ve-point Likert-type scale, ranging from 1 (strongly disagree) to 5 (strongly agree). The reliability of the scale was 0. 82. Scenarios This study utilized three scenarios to measure parents’ behavioral intentions and ethical judgments relative to speci? c situations. Ethical judgments and behavioral intentions were then measured by using a seven-point Likert scale asking the respondents the extent they agree/disagree with the questions. For measuring ethical judgments, the following statement was used, ‘‘I consider the action taken to e very ethical,’’ whereas for measuring behavioral intentions, the following statement was used, ‘‘I would be likely to take the same action in this situation. ’’ Therefore, a greater degree of agreement with the action taken indicates that the respondents had higher ethical levels of behavior al intentions and ethical judgments. At the end of each scenario, the action taken by an advertiser was presented. The scenarios focused on addressing some of the current advertising practices used to target children. The ? rst scenario addresses the use of ‘‘advergames’’ targeting children. Children are playing these games n the Internet in a branded context. The games provide product-related information and even ask children to contact their friends. The second scenario focused on some of the highly debated advertising practices at schools. A food company sponsors programs at schools and child care centers. During visits, the company provides entertainment with well-known characters and exposes children to samples of their potentially unhealthy food products. The third scenario centers on a candy and cereal company who is considering selling books that spotlight the client’s brand. Children can play and learn counting by using sugar-? led sweets an d cereals. The books use the company’s brand as an example in their plays and counting. The scenarios were pretested. The results indicated that most respondents believed that the actions taken by the advertisers in all of the scenarios were unethical. The majority of the respondents also indicated that they disagreed with the actions taken in the three scenarios. Data analysis and results The hypotheses were tested separately for each of the three scenarios. Analysis of variance (ANOVA) was used to test the hypotheses. H1 measured whether parents’ attitude toward food advertising is ositively related to their ethical judgments of the food advertising targeted at children. The three scenarios tested did not indicate signi? cant differences. The ANOVA results were: scenario 1: F(7, 152) = 26. 836, p 0. 926; scenario 2: F(7, 158) = 11. 334, p 0. 933; and scenario 3: F(7, 160) = 21. 468, p 0. 724. Thus, parents’ attitude toward food advertising was not related t o their ethical judgments of the food advertising targeted at children. H2 measured whether parents’ attitude toward food advertising is positively related to their behavioral intentions of the food advertising targeted at children. Again, none of the three scenarios resulted in signi? cant differences. The Ethics of Food Advertising Targeted Toward Children 305 TABLE II ANOVA analysis: scenarios 1, 2, and 3, dependent variable: ethical judgments Variable Moral intensity: Moral intensity: Moral intensity: Idealism Relativism Attitude toward Attitude toward Scenario 1 p Value harm consensus proximity food advertising use of nutrition Scenario 2 p Value Scenario 3 p Value 0. 000 0. 095 0. 288 0. 206 0. 200 0. 926 0. 093 F(7, 152) = 26. 835 0. 000 0. 037 0. 772 0. 166 0. 006 0. 933 0. 822 F(7, 158) = 11. 334 0. 000 0. 000 0. 255 0. 633 0. 60 0. 724 0. 127 F(7, 160) = 21. 468 TABLE III ANOVA analysis: scenarios 1, 2, and 3, dependent variable: behavioral intentions Variable Moral intensity: Moral intensity: Moral intensity: Idealism Relativism Attitude toward Attitude toward Scenario 1 p Value harm consensus proximity food advertising use of nutrition Scenario 2 p Value Scenario 3 p Value 0. 000 0. 000 0. 091 0. 732 0. 162 0. 854 0. 223 F(7, 153) = 18. 707 0. 000 0. 002 0. 539 0. 186 0. 036 0. 643 0. 116 F(7, 157) = 17. 721 0. 000 0. 005 0. 809 0. 567 0. 081 0. 554 0. 004 F(7, 160) = 16. 315 The ANOVA results were: scenario 1: F(7, 153) = 8. 707, p 0. 854; scenario 2: F(7, 157) = 17. 721, p 0. 643; and scenario 3: F(7, 160) = 16. 315, p 0. 554. Thus parents’ attitude toward food advertising was not related to their behavioral intentions relative to the food advertising targeted at children. Tables II and III display these ? ndings. H3 measured whether parents’ attitude toward the use of nutrition information is positively related to their ethical judgments of the food advertising targeted at children. The three scenarios tested did not indicate signi? cant differences. The ANOVA results were: scenario 1: F(7, 152) = 26. 35, p 0. 093; scenario 2: F(7, 158) = 11. 334, p 0. 822; and scenario 3: F(7, 160) = 21. 468, p 0. 127. H4 measured whether parents’ attitude toward the use of nutrition information is positively related to their behavioral intentions relative to the food advertising targeted at children. There were no signi? cant differences regarding the ? rst two scenarios, but there were signi? cant differences on the third scenario among parents’ attitude toward the use of nutrition information and its relation to their behavioral intentions of the food advertising targeted at children. The ANOVA esults were: scenario 1: F(7, 153) = 18. 707, p 0. 223; scenario 2: F(7, 157) = 17. 721, p 0. 116; and scenario 3: F(7, 160) = 16. 315, p 0. 004. H5 measured whether parents’ attitude concerning moral intensity is positively related to their ethical judgments of the food advertising targeted at children. Moral intensity was measured by three separate dimensions: harm, social consensus, and proximity. There were signi? cant differences on the harm construct among three scenarios. The ANOVA results were: scenario 1: F(7, 152) = 26. 8 36, p 0. 000; scenario 2: F(7, 158) = 11. 334, p 0. 000; 306 Aysen Bakir and Scott J. Vitell and scenario 3: F(7, 160) = 21. 468, p 0. 000. Furthermore, there were signi? cant differences on the social consensus construct for the second and third scenarios. The ANOVA results were: scenario 1: F(7, 152) = 26. 836, p 0. 095; scenario 2: F(7, 158) = 11. 334, p 0. 037; and scenario 3: F(7, 160) = 21. 468, p 0. 000. Finally, there were no signi? cant differences on proximity among three scenarios. The ANOVA results were: scenario 1: F(7, 152) = 26. 836, p 0. 288; scenario 2: F(7, 158) = 11. 334, p 0. 772; and scenario 3: F(7, 160) = 21. 468, p 0. 55. Thus, overall H5 was at least partially supported. H6 measured whether parents’ attitude concerning moral intensity is positively related to their behavioral intentions relative to the food advertising targeted at children. Parents’ attitude toward the harm and social consensus dimensions indicated signi? cant differences among three scenarios. The ANOVA results for harm were: scen ario 1: F(7, 153) = 18. 707, p 0. 000; scenario 2: F(7, 157) = 17. 721, p 0. 000; and scenario 3: F(7, 160) = 16. 315, p 0. 000. The ANOVA results for social consensus were: scenario 1: F(7, 153) = 18. 707, p 0. 00; scenario 2: F(7, 157) = 17. 721, p 0. 002; and scenario 3: F(7, 160) = 16. 315, p 0. 005. On the other hand, parents’ attitude toward proximity did not indicate any signi? cant differences among three scenarios. The ANOVA results for proximity were: scenario 1: F(7, 153) = 18. 707, p 0. 091; scenario 2: F(7, 157) = 17. 721, p 0. 539; and scenario 3: F(7, 160) = 16. 315, p 0. 809. H7 measured whether parents’ idealistic moral philosophy is related to their ethical judgments of the food advertising targeted at children. Parents’ idealism was not signi? cantly related to their ethical udgments. The ANOVA results for idealism were: scenario 1: F(7, 152) = 26. 835, p 0. 206; scenario 2: F(7, 158) = 11. 334, p 0. 166; and scenario 3: F(7, 160) = 21. 468, p 0. 633. H8 measured whether parents’ idealistic moral philosophy is related to their behavioral intentions of the food advertising targeted at children. Again the results were not signi? cant. The ANOVA results for idealism were: scenario 1: F(7, 153) = 18. 707, p 0. 732; scenario 2: F(7, 157) = 17. 721, p 0. 186; and scenario 3: F(7, 160) = 16. 315, p 0. 567. H9 measured whether parents’ relativistic moral hilosophy is related to their ethical judgments of the food advertising targeted at children. H10 mea- sured whether parents’ relativistic moral philosophy is related to their behavioral intentions of the food advertising targeted at children. H9 and H10 were partially supported. Parents’ relativism was signi? cantly related to ethical judgments and intentions for the second scenario. The ANOVA results for idealism were: scenario 1: F(7, 152) = 26. 835, p 0. 200; scenario 2: F(7, 158) = 11. 334, p 0. 006; and scenario 3: F(7, 160) = 2 1. 468, p 0. 060. There were no signi? ant differences among parents’ relativism regarding the behavioral intentions for the ? rst and the third scenarios. The ANOVA results for relativism were: scenario 1: F(7, 153) = 18. 707, p 0. 7162; scenario 2: F(7, 157) = 17. 721, p 0. 036; and scenario 3: F(7, 160) = 16. 315, p 0. 081. Discussion This paper examined parents’ views of the ethics of food advertising targeted at children. The marketing literature, surprisingly, has not examined this topic. This study attempts to ? ll this gap by examining how parents view various types of food advertising directed at children. Children as consumers have ecome signi? cantly more important to marketers in the last decade. Marketers have heavily promoted their products to this segment and spent millions of dollars on advertising to reach this segment (Jardine and Wentz, 2005). Food advertising represents a signi? cant portion of all advertising spending for marketers while food a dvertising targeted at children has received signi? cant criticism from both parents and public policy-makers. The ? ndings of the study provide interesting insights. Parents were asked to respond to three different scenarios outlining various food advertising strategies directed at children. Furthermore, parents’ ethical judgments and behavioral intentions were measured for the three scenarios. One of the independent variables was parents’ attitude toward food advertising. The ? ndings indicated that parents’ attitude toward food advertising did not affect their ethical judgments and behavioral intentions concerning speci? c food advertising directed at their children. One of the reasons for not ? nding a signi? cant relationship might be due to the measurement of other food advertising practices targeted at children in the scenarios that was not included in the The Ethics of Food Advertising Targeted Toward Children cale measuring attitudes toward food advertising. This ? nding provides important implications for marketers which might indicate that parents evaluate speci? c food advertising targeted at children independently of their potential views on general food advertising directed at children. Thus, marketers who are cognizant of the potential harm of advertising to children might still be highly regarded by consumers even if the consumer, in general, has negative or skeptical views of advertising to children. Parents’ attitude toward the use of nutrition information displayed interesting ? ndings. The third scenario, in particular, focused on speci? c implications of a food product that might have unhealthy eating implications for children. Parents’ attitude toward the use of nutritional information for this scenario was related to their behavioral intentions. On the other hand, there were no signi? cant relationships between an attitude toward the use of nutrition and ethical judgments of food advertising targeted at children for any of the scenarios, including scenario 3. Parents might have not perceived using well-known characters to distribute food company products at schools and child care acilities to have any potential harm. The lack of a relationship between an attitude toward the use of nutritional information and ethical judgments of food advertising targeted at children should be considered on a scenario-by-scenario basis; for example, for the ? rst scenario, it might be that parents did not really think the advergames and the use of well-known characters to distribute food company products at schools and child care facilities presented any potential unethical practices. Particularly, advergames are new promotional tools used on the Web to attract adults and children within a branded context. Advergames are somewhere between advertising and computer games and include product-related information from the companies with the use of games or part of a game (Nelson, 2002; Mallinckrodt and Mizerski, 2007). Past studies also suggest that advergames might be more persuasive for young children than traditional advertising (Oanh Ha, 2004). Parental awareness of advergames targeting children needs further investigation in future research. Future research should also examine how parents use nutritional information in their food purchase decisions to have a better understanding of the relationship between attitude 307 oward use of nutrition information and ethical perspectives regarding food advertising. Moral intensity signi? cantly affected parents’ ethical judgments and behavioral intentions. This ?nding offers signi? cant implications for marketers and public policy-makers. Parents indicated concerns regarding the potential harm of various food advertising targeting childre n in the three scenarios. It is important that marketers should be more careful when they create their advertising tactics targeting children. It might also be that more regulations might be needed to address parental concerns regarding the potential effects of food dvertising. The moral intensity measure of proximity was not signi? cantly related to the ethical judgments and behavioral intentions of parents. Proximity measures the ‘‘feeling of nearness (social, cultural, psychological, or physical)’’ (Jones, 1991, p. 376) that the individual has for those affected by the action in question. It might be that parents considered the action taken unethical whether the results affected their friends/relatives or not. The ?ndings relative to social consensus and its effect on their ethical judgments and behavioral intentions were signi? cant, in most instances. Thus, parents did consider what others might think about a speci? c situation when forming their ethical judgments and intentions. The ethical perspectives of idealism and relativism also provide some insights regarding parents’ ethical judgments and behavioral intentions. Findings indicated that there is no signi? cant relationship between parents’ attitude toward idealism and their ethical judgments and behavioral intentions. Parents, in this study, may not have perceived the scenarios as situations that should carry universal moral absolutes. On the other hand, parents’ attitude toward relativism signi? antly affected their ethical judgments and behavioral intentions but only for the second scenario. Relativism might be more likely to in? uence opinions on a situation-by-situation basis. The second scenario in particular expressed potential unhealthy effects on children. Therefore, parents might have perceived this scenario as involving questionable ethical pr actices. Our study has some limitations. Although parents were instructed to ? ll out the questionnaire individually or as a couple, we could not verify whether or not they communicated with each other. This raises the 308 Aysen Bakir and Scott J. Vitell possibility of a potential demand artifact. Secondly, although survey methods provide important information on individuals’ perceptions and beliefs, qualitative methods would bestow more detailed information on parents’ perceptions and attitudes. Future research should focus on more qualitative techniques to have a deeper understanding of perceptions and attitudes. Third, our ? ndings provide insights only from parents in the Midwestern USA. These ? ndings are not yet generalizable to other cultures or subcultures. Understanding parents’ perspectives on advertising directed at children is important. Future research should focus on a more detailed parental perspective to uncover how parents make judgments on whether advertising directed at children is ethical or not. Qualitative studies might provide more in-depth understanding. Uncovering these issues might minimize the discrepancy between parents and marketers. The debate on the effects of food advertising targeted at children has intensi? ed in the last several years among academicians, public policy-makers, and marketers. Companies need to respond better to the food-related debates in society, particularly to those related to healthy eating and ethical food marketing. In conclusion, our ? ndings assist both research and theory in the children’s advertising ? eld. With the increasing prominence of ethics in business/ marketing research, this study presents important ?ndings that advance our understanding of the potential antecedents to the ethical decision-making process for parents in situations involving advertising directed toward their children. We trust that the results generated by this research can be successfully used to guide future ethics research projects in this growing ? eld. Appendix A: scenarios Scenario 1 A food company whose products are, in part, argeted at children is planning to use ‘‘adver- games’’ (online games in which a company’s product or brand characters are featured). It is also considering encouraging children to contact their friends about a speci? c product or brand as part of their new advertising campaign. The company is considering using the internet, rather than more traditi onal media such as television, due to the highly debated relationship between aggressive food advertising and increased obesity among children. Action: The company decided to use Internet advertising for their new campaign. Scenario 2 An advertising agency recommended that their client sponsor programs at schools and visit child care centers. These sponsored programs would make a ?nancial contribution to each school and child care center. During these visits the company would provide entertainment with the company’s wellknown characters and provide a sample of the company’s food products to children. If they do this, children who are less than 5 years old would be introduced to a range of products that might be considered ‘‘unhealthy. ’’ Action: The sponsor decided to conduct these visits to the child care centers/schools and provide a sample of their products. Scenario 3 A candy and cereal company is considering selling books that spotlight the client’s brand. These children’s books provide content on ‘‘counting and playing. ’’ Children can play checkers with various fruit-? avored candies and can learn to count using various forms of calorie and sugar-? lled sweets and cereals. The books use the company’s brand as an example for the ‘‘counting and playing’’ content. Action: The candy and cereal company decided to sell these books to children. The Ethics of Food Advertising Targeted Toward Children Appendix B: scale items 309 APPENDIX B continued Moral intensity 4. The overall harm (if any) done as a result of the action would be very small Harm 2 The action will harm very few people, if any Harm 3 The action will not cause any harm in the immediate future Proximity If one were a personal friend of the person(s) harmed, the action would be wrong Social Most people would agree that the action is consensus wrong 5. Harm 1 6. 7. 8. Idealism 9. 1. A person should make certain that their actions never intentionally harm another even to a small degree 2. Risks to another should never be tolerated, irrespective of how small the risks might be 3. The existence of potential harm to others is always rong, irrespective of the bene? ts gained 4. One should never psychologically or physically harm another person 5. One should not perform an action which might in anyway threaten the dignity and welfare of another individual 6. If an action could harm an innocent other, then it should not be done 7. Deciding whether or not to perform an act by balancing the p ositive consequences of the act against the negative consequences of the act is immoral 8. The dignity and welfare of people should be the most important concern of any society 9. It is never necessary to sacri? ce the welfare of others 10. Moral actions are those which closely match ideals of the most ‘‘perfect’’ action 10. Attitude toward food advertising 1. 2. 3. 4. 5. 6. 2. 3. There are no ethical principles that are so important that they should be part of any code of ethics What is ethical varies from one situation and society to another Moral standards should be seen as being individualistic; what one person considers to be moral may be judged to be immoral by another person There is too much food advertising directed at children Advertisers use tricks and gimmicks to get children to buy their products Advertising to children makes false claims about utrition content of food products There is too much sugar in the foods advertised to children Advertising teaches children bad eating habits Advertising directed at children leads to family con? ict Attitude toward use of nutritional information Relativism 1. Different types of moralities cannot be compared as to ‘‘rightness†™â€™ Questions of what is ethical for everyone can never be resolved since what is moral or immoral is up to the individual Moral standards are simply personal rules which indicate how a person should behave, and are not to be applied in making judgments of others Ethical considerations in interpersonal relations are so complex that individuals should be allowed to formulate their own individual codes Rigidly codifying an ethical position that prevents certain types of actions could stand in the way of better human relations and adjustment No rule concerning lying can be formulated; whether a lie is permissible or not permissible totally depends upon the situation Whether a lie is judged to be moral or immoral depends upon the circumstances surrounding the actions 1. 2. 3. 4. I usually pay attention to nutrition information when I see it in an ad or elsewhere I use nutrition information on the label when making most of food selections I don’t spend much time in the supermarket reading nutrition information I read about nutrition in magazines or books 310 Aysen Bakir and Scott J. Vitell References Ahuja, R. D. , M. Walker and R. Tadepalli: 2001, ‘Paternalism, Limited Paternalism, and the Pontius Plate Plight When Researching Children’, Journal of Business Ethics 32, 81–92. Barnett, T. : 2001, ‘Dimensions of Moral Intensity and Ethical Decision Making: An Empirical Study’, Journal of Applied Social Psychology 31(5), 1038–1057. Bass, K. , T. Barnett and G. Brown: 1999, ‘Individual Difference Variables, Ethical Judgments, and Ethical Behavioral Intentions’, Business Ethics Quarterly 9(2), 183–205. Bolton, R. N. : 1983, ‘Modeling the Impact of Television Food Advertising on Children’s Diets’, in J. H. Leigh and C. R. 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Franke: 1999, ‘Antecedents, Consequences and Mediating Effects of 311 Perceived Moral Intensity and Personal Moral Philosophies’, Journal of the Academy of Marketing Science 27(1), 19–36. Vitell, S. , A. Bakir, J. Paolillo, E. R. Hidalgo, J. Al-Khatib and M. Y. A. Rawwas: 2003, ‘Ethical Judgments and Intentions: A Multinational Study of Marketing Professionals’, Business Ethics: A European Review 12(2), 151–171. Wentz, L. : 2005, ‘Pop Stops Kids’ Marketing In Europe’, Advertising Age, January 30 issue. York, E. B. : 2007, ‘Another Study Slams Food Ads Aimed at Children’, Advertising Age, September issue. Aysen Bakir Department of Marketing, Illinois State University, Campus Box 5590, Normal, IL 61790-5590, U. S. A. E-mail: abakir2@ilstu. edu Scott J. Vitell School of Business Administration, The University of Mississippi, University, MS 38677, U. S. A. E-mail: svitell@bus. olemiss. edu Reproduced with permission of the copyright owner. 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Franklin D. Roosevelts New Deal free essay sample

In the first hundred days of FDR’s presidency he passed fifteen major bills. One of the most famous was the proclamation nationally issued that all banks would be temporarily closed, forming the Emergency Banking Act. Other bills passed in this â€Å"Hundred Days of Action† include the Tennessee Valley Authority Act, the Beer- Wine Revenue Act, the creation of the Civilian Conservation Corps, and the Home Owners Loan Act. These and many other like bills were the shining light at the end of tunnel for Americans as Roosevelt came into office striving to end the Depression. Fireside chats, which were radio broadcasts, were a way for Roosevelt to connect with Americans on a more personal level while managing to give them a sense of comfort. He was able to give insight to the general public through these broadcasts. He gave Americans hope that things would be better and they put their trust in him. We will write a custom essay sample on Franklin D. Roosevelts New Deal or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Successful in short term relief, the New Deal did not end the Great Depression but did push the economic circumstances to a higher quality. As far as long term effects are concerned our country’s governmental structure has been forever changed. After the New Deal’s policies were administered a dominant new political coalition was in place, in turn, creating Democratic majority that lasted for half a century. Roosevelt gave Americans something new and different to expect from government and pushed the country toward its post war boom that many say was the â€Å"golden age of American capitalism†. Through the New Deal and his presidency he formed our views and outlook to how the modern American government should and is conducted. Programs put in place by the New Deal gave hope to Americans in this morbid, bleak time. He gave us the layout in which we practice modern government. As said by Roosevelt, The country needs and, unless I mistake its temper, the country demands bold, persistent experimentation. It is common sense to take a method and try it: If it fails, admit it frankly and try another. But above all, try something. He tried and pushed forward through a troublesome, oppressive time that seemed as if it would not ever end. If he had not done so it is unimaginable to think what would have become of our country. Franklin D. Roosevelts New Deal free essay sample Roosevelt’s New Deal In the words of Roosevelt, I pledge you, I pledge myself, to a new deal for the American people. Franklin D. Roosevelt was elected into office in one of American History’s darkest hours, the Great Depression. He jumped into a dark, dismal place full of economic depression and citizens looking for someone to rescue them. FDR proposed a â€Å"new deal† to help the country out of its turmoil. Using, what came to be known as, the 3 Rs, relief, recovery and reform, Roosevelt would implement a legislative package that would be the blueprint for modern government. In the first hundred days of FDR’s presidency he passed fifteen major bills. One of the most famous was the proclamation nationally issued that all banks would be temporarily closed, forming the Emergency Banking Act. Other bills passed in this â€Å"Hundred Days of Action† include the Tennessee Valley Authority Act, the Beer- Wine Revenue Act, the creation of the Civilian Conservation Corps, and the Home Owners Loan Act. We will write a custom essay sample on Franklin D. Roosevelts New Deal or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page These and many other like bills were the shining light at the end of tunnel for Americans as Roosevelt came into office striving to end the Depression. Fireside chats, which were radio broadcasts, were a way for Roosevelt to connect with Americans on a more personal level while managing to give them a sense of comfort. He was able to give insight to the general public through these broadcasts. He gave Americans hope that things would be better and they put their trust in him. Successful in short term relief, the New Deal did not end the Great Depression but did push the economic circumstances to a higher quality. As far as long term effects are concerned our country’s governmental structure has been forever changed. After the New Deal’s policies were administered a dominant new political coalition was in place, in turn, creating Democratic majority that lasted for half a century. Roosevelt gave Americans something new and different to expect from government and pushed the country toward its post war boom that many say was the â€Å"golden age of American capitalism†. Through the New Deal and his presidency he formed our views and outlook to how the modern American government should and is conducted. Programs put in place by the New Deal gave hope to Americans in this morbid, bleak time. He gave us the layout in which we practice modern government. As said by Roosevelt, The country needs and, unless I mistake its temper, the country demands bold, persistent experimentation. It is common sense to take a method and try it: If it fails, admit it frankly and try another. But above all, try something. He tried and pushed forward through a troublesome, oppressive time that seemed as if it would not ever end. If he had not done so it is unimaginable to think what would have become of our country.

The Darkness Out There written by Penelope Lively Essay Example For Students

The Darkness Out There written by Penelope Lively Essay The Darkness Out There written by Penelope Lively is a twentieth century story about a girl called Sandra who over a trip to an old ladys house realises that appearances can be deceiving and learns not to be so prejudge mental to people. She learns to be more mature and less naÃÆ' ¯ve. Old Mrs Chundle is a pre-twentieth century tale about a curate who through an encounter with an old woman realises that he did not live up to the good person he had always imagined he had been, and also he feels guilty as a result of his wrong actions. We will write a custom essay on The Darkness Out There written by Penelope Lively specifically for you for only $16.38 $13.9/page Order now The beginning of The Darkness Out There is a contrast to the title with descriptions of the country and also of the old woman Mrs Rutter. Brushing through the grass, polleny summer grass that glinted in the sun. This is your first impression of the surroundings Sandra travels through and an example of the contrasting descriptions compared to the gloomy title. Sandra has a strong pre-conception of old people being innocent and sweet who deserve to be treated well. They were really sweet, the old people. Her pre-conceptions are down to her innocence of being young and of her naivety too. Sandras natural assumption is that she assumes she is doing a good job giving up her time for the old people who deserved to be assisted. However as soon as Sandra gets a glimpse of Packers End the author changes the feeling of the story to dark and gloomy descriptions of the area, It was a rank place for example. This idea of the area given to the readers creates the impression that the darkness out there in this story is Packers End and gives a false illusion or pre-conception that the story is morally and fully based around it. The transition from the pleasant descriptions of the countryside to the of Packers End is quite blunt with one significant quote the light suddenly shutting off the bare wide sky of the field. Packers End. This quote is effective because it shows the change in mood and description. It also shows that Packers End is the darkness out there in Sandras mind too. You get the impression of Sandras fear by the comments made like she wouldnt go in there for a thousand pounds, which shows you the extent that she would go to in order to avoid approaching it. There are also many descriptions describing Sandras impressions of fear of the area like the greyness you couldnt quite see into the clotted shifting depths of the place. This quote not only shows Sandras fears but also describes the darkness out there as if until you look closer you cannot tell what it is. This relates back to the pre-judgemental attitude Sandra has towards Mrs Rutter and Kerry at the start of the story. Sandra is scared of Packers End because of all the tales that people had told her as a child like the ghostly presence of German aircrew, and recently the story of the girl that was raped and attacked there. Note that after many of the stories are told they end with people said. This suggests that Sandra does not really have an entire mind of her own and that people are influential in her thinking, which is probably why she is still afraid of Packers End. As a child she was, and still is, afraid of the ghostly place with wolves. But going into her teens it was mainly the Nazi plane and the rape that daunts her because they were more realistic things. Others again influence her on the supposed rape incident too. There was this girl, people at school saidà ¢Ã¢â€š ¬Ã‚ ¦ This quote gives evidence of her listening to what people told her and she appears to be very gullible, which makes her more naÃÆ' ¯ve of the real life and Packers End Sandra has an idyllic life as her dream for the future for example travelling to perfect places you can get. She would go to places like on travel brochures and run into a blue sea. As this shows she with other younger people dream of not the real world with financial problems and divorce but a flawless lifestyle where nothing could go wrong. Sandra also dreams of having a perfect home and location and a handsome husband. Two children, a boy and a girl. Children with fair and shiny hair like hers and there would be this manà ¢Ã¢â€š ¬Ã‚ ¦ This quote portrays the lifestyle that she would like and shows her assumption that it will happen. However Sandra overlooks any possibility that some of her ideas could become flawed. But on the other hand she does seem to take her future seriously however naÃÆ' ¯ve she may be. Compared to Kerry Stevens realistic plan for life hers is like a dream because Kerry seems to have his feet firmly on the ground. The writer uses Sandras ideas of her storybook future to further give evidence of he naivety, and by using comparisons to Kerrys future further shows how much her head appears to be up in the clouds. Kerry Stevens does not make a good impression on Sandra in terms of appearance because he was not the best looking person and the writer shows Sandras judgemental attitude by her initial opinions of Kerry at a first glance. Some people you only have to look at to know theyre not up to much. This quote shows her opinions of not Kerry but also of the way she views other people as well. The way the writer has shown Sandras judgemental side is to also show a contrast in the story to give evidence of change in her character later on in the story. Sandra has a good view of Mrs Rutter mainly because of the portrayal of the woman being really sweet, lots of the old people. This is her pre-conception before she even sees the old lady. This gives us a good understanding of not only her judging character towards appearances of people but also portrays judgement of personality for the first time also. Sandra thinks that Mrs Rutter is a very nice lady because of her friendly initial welcome to her, which is understandable because not only does the writer make Sandra think this but the reader also, perhaps to deceive us about Mrs Rutters personality and to make ourselves pre- conceive her character too. A creamy smiling pool of a face in which her eyes snapped and darted. This quote gives the impression of a plump, harmless old woman, which the writer purposely wants us the reader and Sandra to think for the deception that occurs later on in the tale. The writer encourages us, Sandra and Kerry also to feel sympathy towards her because of the fact that she is alone and her husbands death in the war was very tragic. He was in one of the first campaigns in Belgium, and he never came back. The way that Mrs Rutter describes his death creates sympathy naturally and the fact she has been alone for years makes you feel sorry for her further. The writer also creates more sympathy when we learn that she was childless and regrets it because she feels it a loss not to have had any. It is more shocking to learn about what Mrs Rutter did because of the circumstances that her husband died in. You would have thought that considering he was gunned down in the same way as the German that she would have had more sympathy towards the man. However instead of giving him a chance to live, Mrs Rutters coldness and nastiness allowed him to suffer. At this point we see a change in the story where we the reader, Sandra and Kerry see her in a different perspective to what we initially thought of her apart from Kerry, who had a slight suspicion about of her to begin with. .u02f72ce99f2aa798403a6051c7cc9686 , .u02f72ce99f2aa798403a6051c7cc9686 .postImageUrl , .u02f72ce99f2aa798403a6051c7cc9686 .centered-text-area { min-height: 80px; position: relative; } .u02f72ce99f2aa798403a6051c7cc9686 , .u02f72ce99f2aa798403a6051c7cc9686:hover , .u02f72ce99f2aa798403a6051c7cc9686:visited , .u02f72ce99f2aa798403a6051c7cc9686:active { border:0!important; } .u02f72ce99f2aa798403a6051c7cc9686 .clearfix:after { content: ""; display: table; clear: both; } .u02f72ce99f2aa798403a6051c7cc9686 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u02f72ce99f2aa798403a6051c7cc9686:active , .u02f72ce99f2aa798403a6051c7cc9686:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u02f72ce99f2aa798403a6051c7cc9686 .centered-text-area { width: 100%; position: relative ; } .u02f72ce99f2aa798403a6051c7cc9686 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u02f72ce99f2aa798403a6051c7cc9686 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u02f72ce99f2aa798403a6051c7cc9686 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u02f72ce99f2aa798403a6051c7cc9686:hover .ctaButton { background-color: #34495E!important; } .u02f72ce99f2aa798403a6051c7cc9686 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u02f72ce99f2aa798403a6051c7cc9686 .u02f72ce99f2aa798403a6051c7cc9686-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u02f72ce99f2aa798403a6051c7cc9686:after { content: ""; display: block; clear: both; } READ: Brooke's poem EssayYou can at this point refer to another novel, which sends out a particular message about people. In Lord of the Flies written by William Golding the main concept and moral to the story is that whoever we are there is the potential for evil within us all. Dot said he wasnt going to last long, good job too, three of them thatll be. This quote shows how unconcerned they were about an injured man that they could save from death. The writer shows Mrs Rutters coldness by the way that the old woman narrates her story. Mrs Rutter tells the story in a manner- of- fact way and is not bothered or affected by the events. This makes us disgusted because she does not see how inhumane it was to have done such a thing. Tit for tat I said. This quote gives evidence of Mrs Rutter seeing what they did as revenge or out of bitterness for the Germans killing her husband, which may be the motive for her horrific actions. This quote shows us that Mrs Rutter has no feeling of guilt or remorse and by showing us this, the writer makes us feel more horrified of what she and her sister did. The boys spoon clattered to the floor; he did not move. This quote gives evidence to us of Kerrys stunned reaction to Mrs Rutter in the way that he was so shocked he could not move. He is also sickened by the fact that that Mrs Rutter thinks that it is something normal for a person to do. You had this coming to you mate, theres a war on. It was what everyone said in those days. These quotes show that she thought it was humane and acceptable for anyone to do. She used this expression that people had said to justify her actions, but even though people said this would they have left a helpless man to die? To show that Sandra has changed the writer illustrates the better points of Packers End to make her realise that it is not a bad place or most importantly the darkness out there. Birds sang. There were not, as the girl the girl realised wolves, witches or tigers. This shows us her realisation that there is nothing to be scared of as she first thought. The writer also by her new view of Packers End shows that she is less naÃÆ' ¯ve of the place and that she has opened her eyes to reality more. Sandra has also grown up in other ways by learning not to pre-judge people as she did with Mrs Rutter and Kerry. She has realised that it is not appearances that matter but what is inside also, with Mrs Rutter perceived as being a sweet woman but revealing to be a cruel hearted and bitter woman. You could get people all wrong, she realised with alarm. This quote gives evidence of her realising how wrong her pre-conceptions have been, and her concern of this shows also that she has grown up because of her recognition of this. The writer also emphasises her changes in character by her recognition also of Kerry Stevens not seeming as bad as he looks. He had grown; he had got older and larger. His anger eclipsed his acneà ¢Ã¢â€š ¬Ã‚ ¦ This quote shows Sandra looking at Kerry from a different perspective to the scruffy, dodgy type that she previously thought he was. Sandra overall has discovered that the darkness out there is not Packers End but the cold-heartedness and evil that is present within some people. Referring back to William Goldings point that the potential for evil is within us all; the evil was within the innocent looking Mrs Rutter. As a result of these events and changes in character she has become less naÃÆ' ¯ve about things unlike before, which may change her overall attitudes to life and become more wary of the real world. In Old Mrs Chundle our first real impression of the woman is that she is quite stubborn and a grumpy old lady, and when approached by the Curate she quite unwelcoming. A sour look crossed her face. This quote gives evidence of our initial opinion of her and the writer shows her character to be like this through her actions and expressions rather than through her looks in the Darkness out there. I tell ee tis two pence and no more! This is an example of this where she seems rude and stubborn through her actions here when talking to the Curate. Old Mrs Chundle is a pre-19th century text and is reflected in the language used and the actions of the characters. I suppose tis the wrong sort, and that ye would sooner have bread and cheese? This quote shows the different style of language used in the story with ye instead of you and tis used instead of it is. Also the actions of the characters in the story reflect the older period when it was written. The lunch hour drew on, and he felt hungry. Quite near him was a stone à ¢Ã¢â€š ¬Ã¢â‚¬Å"built old cottage of respectable and substantial build, he entered and was received by an old woman. This quote gives evidence of an out of character action in todays society hence showing that this was written pre-19th century. No one today would do that and would instead go to a fast food restaurant or to their own homes for example. There is a contrast in our first impressions that we get of the two old ladies in both stories. Mrs Rutter appears to be a nice, old woman, whilst Mrs Chundle seems to us rather rude. Thomas Hardy has done the same as Penelope Lively in creating a sort of perception for us of a character and then deceives us later in terms of who turns out to be the changed persona and who we pre-conceive. In this case the changed persona is the Curate and our pre-conception is of Mrs Chundle. The Curate seems very shocked at how Mrs Chundle could lie to him and pre-judges her motives for doing this. Wicked old woman. What can she think of herself for such deception? But despite this he still tries to get her to church as a challenge and because its his sort of responsibility. I think it was a culpable, unkind thing of you. This shows the determination of the Curate by confronting her on the matter. Mrs Chundle agrees to attend church firstly because of the trouble that the curate is willing to, with the ear trumpet for her to attend church. After the trumpet failing he comes up with a sound tube system to again enable her to hear the sermon. The writer makes us feel that the Curate is a good man by illustrating the trouble that he went to for Mrs Chundle to attend church. At great trouble to himself. The way that the Curate tries everything to help her, the writer shows that he is quite devoted to helping the woman when no one else has ever attempted to. .uf209fec4d9f192f6d4986d0efdb58cc9 , .uf209fec4d9f192f6d4986d0efdb58cc9 .postImageUrl , .uf209fec4d9f192f6d4986d0efdb58cc9 .centered-text-area { min-height: 80px; position: relative; } .uf209fec4d9f192f6d4986d0efdb58cc9 , .uf209fec4d9f192f6d4986d0efdb58cc9:hover , .uf209fec4d9f192f6d4986d0efdb58cc9:visited , .uf209fec4d9f192f6d4986d0efdb58cc9:active { border:0!important; } .uf209fec4d9f192f6d4986d0efdb58cc9 .clearfix:after { content: ""; display: table; clear: both; } .uf209fec4d9f192f6d4986d0efdb58cc9 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .uf209fec4d9f192f6d4986d0efdb58cc9:active , .uf209fec4d9f192f6d4986d0efdb58cc9:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .uf209fec4d9f192f6d4986d0efdb58cc9 .centered-text-area { width: 100%; position: relative ; } .uf209fec4d9f192f6d4986d0efdb58cc9 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .uf209fec4d9f192f6d4986d0efdb58cc9 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .uf209fec4d9f192f6d4986d0efdb58cc9 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .uf209fec4d9f192f6d4986d0efdb58cc9:hover .ctaButton { background-color: #34495E!important; } .uf209fec4d9f192f6d4986d0efdb58cc9 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .uf209fec4d9f192f6d4986d0efdb58cc9 .uf209fec4d9f192f6d4986d0efdb58cc9-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .uf209fec4d9f192f6d4986d0efdb58cc9:after { content: ""; display: block; clear: both; } READ: In what ways could the hound of the baskervilles be described as a gothic novel? EssayThe writer shows the change in the Curates character by his ignorance of the old lady in the sermon. He blocks up the tube after her bad smell lingers up the tube towards him. Desperately thrusting his thumb into the hole. This quote shows that the Curate is being very intolerant and has at this point no concern about the old woman, only himself. The Curate is also shown to be self conscious about himself because he has blocked up the pipe probably to avoid further embarrassment towards himself in church. To the Curates total dismay Mrs Chundle is very overjoyed by her ability to hear cle arly. I shall come every Sunday morning reglar, now, please God. This shows her new enthusiasm about church, and the writer illustrates this by using strong words in her dialogue for example Please God. After Mrs Chundle attends church regularly the writer shows a transition in the Curates character. I cannot stand this I shall tell her not to come. This quote shows how rude and inconsiderate he is becoming after his encounters with Mrs Chundle. We also see the Curate setting out to reverse what he had been doing just to stop Mrs Chundle bothering him. He becomes very selfish because he is only considering the consequences of removing the pipe on his part and not hers. For example he simply thinks of no embarrassment at his sermons and no bother, not that the old woman would be unhappy, lonely and not be able to attend something that she enjoys. Ive promised to go and read to her but I shant go. The writer also illustrates the Curate to be a very angry man by showing how he puts off a simple task of going to see Mrs Chundle and again does not consider how rude it is towards the old woman. He was described as being vexed about the matter viewing it as an ordeal for himself. He is shown once again by his actions in this story to being a very selfish man and inconsiderate of other peoples feelings. The writer builds up the guilt the Curate should feel after Mrs Chundles death by putting the emphasis on Mrs Chundles circumstances of death. She became ill partly because perhaps she did not want to let the Curate down after all the trouble that he had went to for her. She harried overmuch, and runned up the hill. It upset her heart. This quote shows the trouble that Mrs Chundle had gone to, to get to church on time so she did not miss the Curates sermon. The writer also creates the guilt by the way that Mrs Chundle did not assume that he did not come for bad reasons as she said that he was so loyal to her. This creates guilt by the fact that Mrs Chundle thought so well of him. You were so staunch and faithful in wishing to do her good. This quote emphasises how well she thought of him and how loyal she considered the Curate to be, and it also shows that she had no doubt at all that he was being unkind towards her in any way. The writer finally emphasises the point of guilt concerning the will by the words that Mrs Chundle said to the woman as she handed over the will to give to the Curate. Hes a man in a thousand. Hes not ashamed of an old womanà ¢Ã¢â€š ¬Ã‚ ¦ This quote gives evidence that Mrs Chundle considers him very considerate and kind, when told this the Curate must have felt not only guilt but also moved too. This is because of the way that she thought of him so highly. Also the amount of possessions that Mrs Chundle had left the Curate shows a lot. Firstly it made him realise that he was the only friend that she had and did not have much in her life at all. It also shows that he must have meant a lot to her for her to leave him with everything that she owned. On opening it he found it to be what she called her will, in which shed left him herà ¢Ã¢â€š ¬Ã‚ ¦ This quote shows the extent at which she had given him in return for the good ways she had thought that the Curate treated her. The way that Mrs Chundle died and the will for example, are used by the writer to make us assume that the Curate will be guilty, shocked and upset over her death. This is also because of the way that he treated her. However judging by the ending the Curate does not seem very flustered by everything and is very calm apart from a tear in his eye. The writer uses like Peter to compare what the Curate has done with Peter before the death of Christ. The correlation is that they both betrayed Mrs Chundle and Christ, which is effective because Hardy shows the extent of the Curates unkindness further. And as he went his eyes were wetà ¢Ã¢â€š ¬Ã‚ ¦ This quote shows to us that the Curate is moved in some way by what has happened. Although he prays we assume for forgiveness and Mrs Chundle, will he change for the future or does he consider that a prayer of repentance will be good enough and he will no longer feel any more guilt? He rose brushed the knees of his trousers, and walked on. This quote at the end does suggest that now he has prayed for his sins that he can carry on normally, and that the Curate has not really learnt his lesson. At this point we as the reader are expected to be and are very sympathetic towards Mrs Chundle and only contempt towards the Curate. Therefore you can clearly see that again the writer has created a reversal in character feeling, because we liked the Curate at first as he went to all the trouble for Mrs Chundle. However he reversed in to a rude and inconsiderate man. Whereas we initially thought Mrs Chundle was rude but she turned out to be a kind and thoughtful woman. In The Darkness Out There and Old Mrs Chundle, both writers have created a good effect of deception where the Sandra and we the reader are surprised in the change in character of Mrs Rutter, Mrs Chundle and the Curate. As a result of the encounters with these two old women, both of the main characters have changed in different ways. During the story the curate changed from being a kind-hearted man to being rude, selfish and ignorant towards Mrs Chundle. The Curate like Sandra was also naÃÆ' ¯ve himself because he could not realise how his bad actions were affecting the old woman. He does change a little because he realises what his duties are as a Curate and in future how far he should take them, like not interfering so much with others. Sandra has changed her view on life by being more realistic about things rather than having her head up in the clouds so much. She is also less naÃÆ' ¯ve about people and has learned not to be so pre-judgemental about people and that looks can be deceiving. The writer shows Sandras change in character by comparing her views of Packers End before and after she has changed in attitude to emphasise the fact that she has grown up more.

Rousseau - Justice essays

Rousseau - Justice essays Jean-Jacques Rousseau is without a doubt one of the most unique writers to have ever graced the earth. Throughout all of his writing he manages to interpret more aspects of daily life than any other writerphilosopher has ever done. When Rousseau experiences his first taste of injustice, this is the most astounding situation to have ever affected his life up to this point. From this point on Rousseau will be corrupted because of the false accusing that was place on him as a young child. In the early ages of Rousseaus life he was an unguided child trying to learn a trade to make a living. Being the son of a watch maker, Rousseau sought a higher purpose to his life. After sinking years of his life into apprenticeship, Rousseau felt that his trade was unfulfilling and empty. The last thing that Rousseau needed in his life was more controversy. However, out of the blue Rousseau gets accused of breaking Mme Lamberciers comb. For a young child being accused of a crime that you did not commit can be a very traumatizing experience. In my opinion one of the major turning points in Rousseau life was this situation. From this point on Rousseau lost his respect for most things right and just. Up to this point Rousseau has established the basic feelings and emotions to guide him throughout his life. If Rousseaus character ever had a flaw it would have to be arrogance. Also, Rousseau shows arrogance when trying to have an affair with Mme Basil who is a respected member of the Catholic Church. Mme Basil has made her oath to God to stay pure and not even Rousseau can break this trust. Throughout all of the experiences in Rousseaus life, he has blamed an evil action committed on the people or circumstances that have corrupted him. To many, Rousseau is seen as a forefather of psychology and sociolog ...

Definition and Examples of Procatalepsis in Rhetoric

Definition and Examples of Procatalepsis in Rhetoric Procatalepsis is a  rhetorical strategy by which a speaker or writer anticipates and responds to an opponents objections. Also spelled prokatalepsis. Adjective: Procataleptic The  figure of speech and  argumentative strategy of procatalepsis is also known as  the  prebuttal, the figure of presupposal, anticipatio, and anticipated refutation. Nicholas Brownlees notes that procatalepsis is an effective rhetorical device in that while appearing  dialogic, in practice it allows the author to remain in complete control of the  discourse  (Gerrard Winstanley and Radical Political Discourse in Cromwellian England, 2006). Examples and Observations Listen, Liz, I know this is tough to hear, but- I know what youre going to say, she cut in, her voice quiet. I know what youre going to tell me to do. Accept it. Move on. Try to forget about what happened to him.He didnt respond. Shed second-guessed him.Right?Right.Well, its not so easy for me, she said. Im still here in London with all the memories, living next door to his empty house. I havent got myself a nice little holiday cottage in Devon to disappear to and forget about everything that happened.(Tim Weaver,  Never Coming Back. Viking, 2014) Frederick Douglass Use of  Procatalepsis I may be asked, why I am so anxious to bring this subject before the British public- why I do not confine my efforts to the United States? My answer is, first, that slavery is the common enemy of mankind, and all mankind should be made acquainted with its abominable character. My next answer is, that the slave is a man, and, as such, is entitled to your sympathy as a brother. All the feelings, all the susceptibilities, all the capacities, which you have, he has. He is a part of the human family. (Frederick Douglass, An Appeal to the British People. Reception speech at Finsbury Chapel, Moorfields, England, May 12, 1846) Platos Use of  Procatalepsis Someone will say: Yes, Socrates, but cannot you hold your tongue, and then you may go into a foreign city, and no one will interfere with you? Now I have great difficulty in making you understand my answer to this. For if I tell you that this would be a disobedience to a divine command, and therefore that I cannot hold my tongue, you will not believe that I am serious; and if I say again that the greatest good of man is daily to converse about virtue, and all that concerning which you hear me examining myself and others, and that the life which is unexamined is not worth living- that you are still less likely to believe. And yet what I say is true, although a thing of which it is hard for me to persuade you. (Plato, Apology, trans. by Benjamin Jowett) Uses of Procatalepsis Strategically, procatalepsis shows  your readers that you have anticipated their concerns, and have already thought them through. It is, therefore, especially effective in argumentative essays...Procatalepsis can even be used if you dont have a full answer to the objection. By being honest about the fact that there are problems with your argument, you show your audience that you are grounded in reality. You should never, however, bring up an objection to which you cannot respond. (Brendan McGuigan, Rhetorical Devices: A Handbook and Activities for Student Writers. Prestwick, 2007)Often, a writer will invent a possible objection or difficulty  in order to answer it in a way that strengthens the writers position. In the event such an objection should arise, the reader has an answer already laid out...An objection can occasionally be  turned into a further point of support for the writers argument. Conceding an objection and then turning it into a point in the writers favor can be a powerful tactic. (Robert A Harris,  Writing With Clarity and Style: A Guide to Rhetorical Devices for  Contemporary Writers, 2003. Rpt. Routledge, 2017) More Examples of Procatalepsis He knows every harbor, every cove and inlet throughout the chain; he has to.Those are fine credentials, Geoffrey, but hardly the sort- Please, interrupted Cooke. I havent finished. To anticipate your objection, hes a retired officer of US Naval Intelligence. Hes relatively young, early to mid-forties, Id say, and Ive no real knowledge of why he left the service, but I gather the circumstances werent very pleasant. Still, he could be an asset on this assignment. (Robert Ludlum, The Scorpio Illusion, 1993)No group in America has had as poor a start as the first Africans. Youll argue that other groups had to suffer indignities and even slavery, but I immediately remind you that they migrated (i.e. came by choice). Africans were wrenched (even if purchased) from their homeland, brutalized and forced to work for free. (Nashieqa Washington, Why Do Black People Love Fried Chicken? And Other Questions Youve Wondered But Didnt Dare Ask. Your Black Friend, 2006)

The main reason couples divorce Essay Example | Topics and Well Written Essays - 1500 words

The main reason couples divorce - Essay Example Gender and Society construction play a major role in the occurrence of divorce leading to many reasons why couples end up divorcing. The most considered reasons are a lack of commitment, unrealistic expectations, lack of equality in the relationship, abuse, and infidelity, lack of communication and financial problems. These problems can be prevented or fixed if they happen (Lyngstad, 52). Commitment in a relationship is very essential as it brings a long-term view in the relationship that helps couples not get overwhelmed by challenges and problems they face in their day-to-day life. High commitment in a relationship is very essential as the couple will feel safe and will be willing to give all what it takes the relationship to become a success. Gender and Society construction in regards to the nature and roles the male and female gender plays a key  role in the occurrence of divorce. However, at times divorce is necessary as it helps in preserving the moral boundaries of marriage. According to a study conducted by Amato, the most common reasons, why couples get divorced, is lack of commitment. From the study results, 73 percent of the research participants identified a lack of couple’s commitment as a major reason for divorce. Other reasons given in the study included infidelity 56 percent, too much arguing in the relationship 55 percent, unrealistic and conflicting expectations in the marriage 46 percent, early marriages 45 percent, financial issues 41 percent, male masculinity and lack of equality 44 percent and relationship abuse 29 percent. From the list, it is possible to fix many of the issues raised above and prevent divorce occurrence. It is essential for couples to learn how to avoid their destructive arguments and solve their issues to create greater expectations in their marriage. Even damaging issues such as infidelity affairs in a relationship can be