Public Sector

The country was facing problems like inequalities in income and low levels of employment, regional imbalances in economic development and lack of trained manpower. India at that time was predominantly an agrarian economy with a weak industrial base, low level of savings, inadequate investments and infrastructure facilities. In view of this type of socio-economic set up, our visionary leaders drew up a roadmap for the development of Public Sector as an instrument for self-reliant economic growth.This guiding factor led to the passage of Industrial Policy Resolution of 1948 and followed by Industrial Policy Resolution of 1956. The 1948 Resolution envisaged development of core sectors through the public enterprises. Public Sector would correct the regional imbalances and create employment. Industrial Policy Resolution of 1948 laid emphasis on the expansion of production, both agricultural and industrial; and in particular on the production of capital equipment and goods satisfying the b asic needs of the people, and of commodities the export of which would increase earnings of foreign exchange. . 1. 3 In early years of independence, capital was scarce and the base of entrepreneurship was also not strong enough.Hence, the 1956 Industrial Policy Resolution gave primacy to the role of the State which was directly responsible for industrial development. Consequently the planning process (5 year Plans) was initiated taking into account the needs of the country. The new strategies for the public sector were later outlined in the policy statements in the years 1973, 1977, 1980 and 1991. The year 1991 can be termed as the watershed year, heralding liberalisation of the Indian economy. 2- 1. 1. 4 The public sector provided the required thrust to the economy and developed and nurtured the human resources, the vital ingredient for success of any enterprise; public or private. 1. 2 GLOBAL TREND industrial revolution in Europe. With the advent of globalization, the public secto r faced new challenges in the developed economies. No longer the public sector had the privilege of operating in a sellers market and had to face competition both from domestic and international competitors.Further, in the second half of the 20th century in the developed economies, the political opinion started swinging towards the views that the intervention as well as investment by Government in commercial activities should be reduced to the extent possible. 1. 2. 1 The Public Sector emerged as the driver of economic growth consequent to the 1. 2. 2 Many eminent economists argued that Government must not venture into those areas, where the private sector could undertake job efficiently.Lot of emphasis was laid on market driven economies, rather than State controlled and administered economies. The collapse of socialist economy of the Soviet block convinced the policy planners, around the world, that role of the State should be that of a facilitator and regulator rather than the pr oducer and manager. It may be worth mentioning that, in various countries, the turn towards liberalism including deregulation and decontrol also led to discontent amongst some sections of population as its benefit did not flow down to the weaker and disadvantaged sections of society. . 2. 3 Today, both Public Sector & Private Sector have become an integral part of the economy. There may not be much difference in working of these sectors in advanced countries, but in developing countries, the performance of Public Sector has considerable scope for improvement. It is also observed that Pay packages are almost similar in both sectors in developed countries, but large differences exist in remuneration in the two sectors in developing countries, like ours. -3- 1.3 Economic Scenario and Role of Public Sector in India – General perspective 1. . 1 Government of India, as part of its national agenda to promote growth, increase in efficiency and international competitiveness, has been continuously framing policies for industrial growth, fiscal, trade and foreign investment to achieve overall socio-economic development of the country. As a result of exceptionally severe balance of payments and fiscal crisis in the year 1991, the government decided to shift to a liberalized economy with greater reliance upon market forces, a larger role for the private sector including foreign direct investment. 1. 3. The Government realized that a strong and growth oriented nation could be built if India grows as part of the world economy and not in isolation. Thus, liberalising and deregulatory steps were initiated from the year 1991 onwards, which aimed at supporting growth and integration with the global economy.Since then, the thrust of New Economic Policy has been on progressive reforms such as reduction in the scope of industrial licensing, reforms in the Monopolies and Restrictive Trade Practices (MRTP) Act, reduction of areas reserved exclusively for public sector, disinve stment of quity of selected public sector enterprises (PSEs), enhancing limits of foreign equity participation in domestic industrial undertakings, liberalization of trade and exchange rate policies, rationalization and reduction of customs and excise duties and personal and corporate income taxes, promoting FDI, investments from NRIs (Non-Resident Indians), extension of the scope of CENVAT, implementing the VAT regime in States, taking steps to switch over to goods & services tax system w. e. f. 01. 04. 010, e-governance and simplification of various procedures, rules and regulations etc. 1. 3. 3 Since the setting up of World Trade Organization (WTO) in the year 1995, as an apex body at the international level, to which India is a signatory, the world trade has definitely grown thereby giving indications that international trade reforms do play an important role in boosting economic development of various countries. 1. 3. 4 Industrial policy has seen a sea change with most Central Government industrial controls being liquidated.The Central Public Sector Enterprises (CPSEs) were classified into ‘strategic’ and ‘non-strategic’. Strategic CPSEs were identified in -4- the areas of (a) Arms & Ammunition and the allied items of defence equipments, Defence air-crafts and warships; (b) Atomic Energy (except in the areas related to the operation of nuclear power and applications of radiation and radio-isotopes to agriculture, medicine and non-strategic industries); and (c) Railway transport. All other CPSEs were considered as non-strategic.Further, Industrial licensing by the Central Government has been almost abolished except for a few hazardous and environmentally sensitive industries. 1. 3. 5 The main elements of the present Government policy towards Public Sector enterprises as contained in the National Common Minimum Programme (NCMP) are reproduced below: i) To devolve full managerial and commercial autonomy to successful, profit making companies operating in a competitive environment ii) Generally , profit-making companies will not be privatized ii) Every effort will be made to modernize and restructure sick public sector companies and revive sick industry iv) Chronically loss making companies will either be sold off, or closed, after all workers have got their legitimate dues and compensationv) Private industry will be inducted to turn-around companies that have potential for revival vi) Privatization revenues will be used for designated social sector schemes vii) Public sector companies and nationalized banks will be encouraged to enter the capital market to raise resources and offer new investment avenues to retail investors. . 3. 6 The Government has made a clear commitment to empowering the CPSEs and their managements. It was recognised that public enterprises could not compete effectively with private entrepreneurs without freedom to function and operate -5- commercially. Thus, the concept of Navratna and Mi ni-Ratna was introduced with greater delegated authority, both financial and managerial. Government has realized that ‘Navratnas’, ‘Mini-ratnas’ and other CPSEs are required to grow and deliver on the promises they have made to their stakeholders.Other reforms have also been announced, such as professionalisation of the Boards of Directors of public sector enterprises and evaluation of performance of CPSEs through Memorandum of Understanding (MOU). 1. 4 Performance Status wide range of activities in the manufacturing, engineering, steel, heavy machinery, machine tools, fertilizers, drugs, textiles, pharmaceuticals, petro-chemicals, extraction and refining of crude oil and services such as telecommunication, trading, tourism, warehousing, etc. and a range of consultancy services.

Marketing Objectives Essay

1. Explain why it is important for a business to have clear marketing objectives? It is important that a business has clear marketing objectives because it gives them a target to work towards. In 2010 Asda set its objective to overtake Tesco as Britain’s largest retailer of non-food items. It is important that its clear because objectives should be made using the acronym SMART goals, the objective set by Asda fits in with this really well apart from it does not state a time period. 2. What do businesses mean by the term ‘ vision’? A vision is a company’s projection of what they want to achieve in the future. It should be ambitious, relevant , easy to communicate and capable of motivating staff or maybe even inspire them. 3. Why is it Important that marketing objectives should be rooted in through market research? 4. state the four main types of marketing objectives? * Increasing product differentiation * Growth * Continuity * Innovation b. decide which one is most likely to be important for * Coca-Cola – continuity * Yorkie bar – growth/ continuity * Dyson appliances- innovation 5. why might a firm seek to increase the product differentiation of one of its brands? A firm may want to increase its product differentiation because when your make your product different from the competitors it allows you to increase your profit margins per sale because. This is because customers see your product in a different light due to the usp you have marketing strategies. 6. What problems might a firm face if it focuses solely upon short term objectives? 7. Is it essential that marketing objectives should be written down in detail? It is not completely essential to write down your marketing objectives however writing them down allows you to work with people from outside the business. These are people like potential investors , by writing down your objectives they can see how successful you currently are and If your meeting the objective they can also make their own opinions on weather or not they think you will be successful in the future there for deciding weather or not they will invest in your business. 8. What is meant by internal constraints ? Internal constraints are factors that may occur that restrict the chances of the objectives seceding, internal constraints are theses that happen within a firm. These are things such as finance, personnel constraints and market standings. 9. outline two external constraints that might affect car sales over the coming months? The economy because we currently are sitting in a recession therefore people are not as willing to spend money on luxury products such as a new car. One other point is competition, the car market it a extremely competitive Market with some very well established brands, such as Honda , Landover and Nissan the list is endless.A Car business sales may be effected because their sales that they may have had has gone to the other car sales company’s in the market. 10. Identify and explain two problems a firm might face face if it makes marketing decisions without using a decision framework such as the marketing model?

Narritive Essay Example | Topics and Well Written Essays - 750 words

Narritive - Essay Example Daisy wondered as to why the nurses were so nice to the patients when they were not even related to them and she used to think as to why they worked selflessly to take care of the people living in the nursing home. Daisy was highly inspired by these nurses and she made up her mind to follow a career in nursing. She kept on visiting the old age home and she started spending greater time there. As she spent more time at the nursing home, she realized that the picture of the nursing home that she had developed as a child was not totally a true reflection of the nursing home. The old people living in the nursing home still loved Daisy but she saw the sorrow and the sadness in the eyes of most of them. She did not understand the reason for their unhappiness as she felt that the nursing home was a very joyful place where all the needs of the people were fulfilled. She tried to think over and over again but she could not reach to any conclusion. One day while she was visiting the nursing ho me, she saw a man who had come to visit Jane who was a resident at the nursing home. The man was there with his wife and children and when Daisy questioned the other residents, she found out that he was Jane’s son. Daisy could see the happiness on Jane’s face. But the man and his family had a very stern expression. Daisy hid herself and started listening to them. â€Å"You are here to take me home this weekend with you, right?† The man maintained the same stern expression and said, â€Å"Mother we have guests coming over and we do not have enough space to accommodate you at the same time.† Jane felt helpless and started pleading to her son as she said that it had been months that she had not visited the family home where she had spent her entire life before being moved to the nursing home. Her son did not respond to her requests and finally he left without saying goodbye to Jane. This incident was an eye opener for me. Daisy was shocked and her image of t he nursing home as a beautiful house shattered at once. She understood that were greater depths behind these happy faces and there were many grief’s that they had no one to share with. Daisy became more observant and she started noticing several similar events at the nursing home. There were people, who were visited by their families and were brought gifts for, but there were many others who were not frequently visited and some did not have any guardians coming to see them at all. Daisy started noticing these occurrences and they worked towards maturing her thought process and making her understand the reality of life. Daisy was shocked to see the contrast that existed between the nurses who worked day and night for taking care of the people who were not related to them in any way. On the other hand, there were blood relatives who did not care about the people who brought them up and loved them the most when they were helpless little beings. The incidents at the nursing home taught Daisy the true meaning of good and bad. She understood that this world is a place where different kinds of people live. There are those who value and cherish their relationships whereas there are others who have their own selfish motives and care about themselves and no one else. Daisy remained committed to her career choice of nursing as she wanted to place herself amongst the good people of the society. She wanted to be a helper and a person who would

Liberal Democracy Essay Example | Topics and Well Written Essays - 1500 words

Liberal Democracy - Essay Example In history, the concept of authenticated and free elections was very strong and it is the reason why most of the dealing conducted on the same idea. As the descriptions and definitions of peacekeeping are immense, similarly there is no single definition of democracy. To sustain democracy, people need democratically elected government. Therefore, elections are mandatory for such people in order to practice democracy. Much analysis of the same democracy involves other factors to name it as the true democracy. Those factors include rule of law, human rights protection, private property protection, individual protection, minority rights protection, segregation of powers of government into different sectors and proper check and balance of delegated authority. In the same light, if a country wants to be called as a democratic government, election is not the only way to achieve it. Democratically elected government is not the only factor that brings the title of democratic power to the coun try. It has to be the liberal democracy that can delivers the ever lasting peace and sustainability that can only be achieved through authenticated and independent elections. So, in this piece of writing, the word democracy is basically a liberal democracy that is created not just to provide protection to the citizens of the nation from the cruelty of the rulers but also safe guard one segment of the nation from the atrocities of the other segment. This sort of democracy is linked with fundamental human rights, good government policies that have the grip to the influential governing people and rule of law. In actual, the liberal democracy is a type of representative democracy where the elected bodies having the governing and decision making power are worked under the constitution that highlights the freedom of citizen and protection of minorities right in the given state. Discussion Liberal form of democracy has become very much popular all over the world and is the top form of gove rnment not just in the western world but also practice in union soviet community. Regardless of the fact that it is spreading at a very fast pace, the democratic system is not completely free from external threatening that has even reached to well developed states. In Russia where the government system is at the top most level, the democratic system still faces the hindrance. In 1989, the constitution development process was not just a domestic affair but reach to an international level with comparative exercise that was not found before the century. The international factor came in the form that various experienced practitioners were allowed to take part in the formation of the constitution from different state and those democratic states who didn’t include them in the process ultimately face the stamp. Constitutional liberation took place after 1989. During that time, democracy was something open and reachable to any individual. As the custom-made format was the most desira ble one than the ready to available one, but the consultation could be made from the experienced makers to get the most benefit. Democratic assistance was seen from western nations but some were fearful regarding the outcome stayed away from the point. Non-governmental organization started working to provide the assistance where it was needed including United Nations and many others. American bar association constitute various personals from different segments of society including merchants, lawyers and judges to serve the purpose of composing the constitutional drafts when needed. As the 19th century was the period of Christian missionaries, the 21st century was labeled as

Candida Albicans Microbe Essay Example | Topics and Well Written Essays - 1250 words

Candida Albicans Microbe - Essay Example In smears of exudates, Candida appears as a gram-positive, oval budding yeast, 2-3 x 4-6 micrometer, gram-positive, elongated budding cells in chains, or true hyphae. On Sabouraud’s agar incubated at room temperature, soft, cream-colored colonies with a yeasty odor develop. The surface growth consists of oval budding cells. The submerged growth consists of pseudo mycelium. This is composed of pseudohyphae that form blastoconidia at the nodes and sometimes chlamydoconidia terminally. Among the principal predisposing factors to Candida infection are the following: diabetes mellitus, general debility, immunodeficiency, indwelling urinary or intravenous catheters, intravenous opioid abuse, administration of antimicrobials, and corticosteroids. Infection of the mouth (thrush) occurs mainly in infants and in AIDS patients on the Buccal mucous membranes and appears as white adherent patches consisting largely of pseudo mycelium and desquamated epithelium, with the only minimal erosion of the membrane. The growth of Candida in the mouth is enhanced by corticosteroids, antibiotics, high levels of glucose, and immunodeficiency (Drew e.a. 2004, p. 235). Vulvovaginitis resembles thrush but produces irritation, intense itching, and discharge. Loss of an acid pH in the vagina predisposes to candidal vulvovaginitis. Acid pH is normally maintained by the bacterial flora in the vagina. Diabetes, pregnancy, progesterone, and antibiotic therapy predispose to disease (Ponikau e.a., 2005, p. 128). Infection of the skin occurs principally in moist, warm parts of the body, such as the axilla, intergluteal folds, groin, or inframammary folds; it is most common in obese and diabetic individuals. The infected areas become red and weeping and may develop vesicles.

Coke and Pepsi in India Essay Example | Topics and Well Written Essays - 1500 words - 1

Coke and Pepsi in India - Essay Example As the paper highlights Indian customers had a little choice of products or brands and sometimes they were forced to purchase products regardless of quality and reliability. In addition, Indian government mandated that the companies Pepsi and Coca Cola must be promoted in India under the names ‘Lehar Pepsi’ and ‘Coca-Cola India’. Boycotts of American goods and water contamination issues were some other aspects of Indian political spectrum, which influenced operations of both Pepsi and Coca-Cola in the country. The company management could have anticipated some of the Indian market issues particularly corruption within the Indian governmental settings. By forecasting this, the Coca-Cola could have avoided its hardships in the past. However, it was not possible for the company to anticipate the ongoing water contamination issues. In other words, each company could have handled the unexpected developments in Indian political arena better, if its management had been flexible enough to adapt to the developments emerged. From this paper it is clear that Pepsi entered the Indian market early in 1986. During that time, the Pepsi had not to compete with other multinational companies once it was the initial stage of Indian soft drink market. Therefore, the early entry assisted the company to attain a significant foothold in the market while it was still working with its product positioning operations. In addition, the Pepsi acquired 26% market share by 1993 as a result of its early market entry. At the same time, the early entry forced the company to change its name to Lehar Pepsi and additionally Pepsi had to struggle with other local issues. The Indian government restricted Pepsi’s soft drink sales to less than 25% of total sales. Likewise, the late entry of Coca-Cola in Indian market in 1993 aided it buying four bottling plants from the industry leader Parle.

COMMUNICATION AND DECISION CASE Assignment Example | Topics and Well Written Essays - 1250 words

COMMUNICATION AND DECISION CASE - Assignment Example This paper also addresses the kind of decisions I faced as well as the challenges I faced when making the decisions. Why is this happening? In this case study, a total of fourteen individuals will have to be let go. Two of the employees to be let go are from the human resources, eight from production, and four from order processing. There is a reason why termination of these workers jobs has to be done. Over the recent past, the company has been having low profits or revenues as a result of the rising costs of materials and wages. Many operations in the company are reliant on the amount of overall profits of the company. All the departments’ works in cohort and money to maintain and sustain every day’s operations has to be raised in one way or the other. When a company is unable to raise enough revenue or profits to sustain its daily operations, some of jobs have to be terminated. The company has also to pay for the services and tasks conducted by the employees. Letting go some of the employees means that the company will pay less individuals. The rising costs of materials have been as a result of the ever elevating costs of living. ... Subsequently, the level of production is also reduced. Though job terminations have an immediate negative effect on the individuals affected, it also has adverse effects to those left behind. Terminating jobs abruptly will affect the level of motivation for the survivors. Studies conducted over the recent past have elucidated the fact that laying down some workers abruptly for whatever reason will eventually force some of the survivors to resign voluntarily and others subsequently leave the company without prior warnings. This is attributed to the fact that employees are not assured of the security of their jobs. It is also true that competition between workers within the company will heighten. This is as a result of workers trying to appease the senior management geared towards securing their jobs (Rogovsky, 2005). How will the department managers plan for this without breaking confidentiality? Terminating jobs has to be done in confidential manner. It is a common rule that as peopl e in management positions, the departmental managers become aware of some organisation’s issues or information that they ought not to share with their subordinates. A meeting has to be conducted with the managers and supervisors in order to plan how the laying off will be conducted. Rumours about layoffs or job terminations reaching the employees are inevitable. Since the departmental managers have already built rapport with their subordinates, some of them will have to ask what is going to happen, or even whether they are among the list to be laid off. Feedback to such questions should be handled with utmost care as giving an indication that there will be a layoff will cause panic among the employees (Rogovsky, 2005). Therefore,

The role of procoagulant microparticles in haemostasis Essay

The role of procoagulant microparticles in haemostasis - Essay Example Procoagulant MPs mostly appear as a result of apoptosis and vascular cell activation. An increase in the level of monocyte, platelet, or endothelial-derived MPs circulating in the blood is associated with CVD risk factors and indicates poor clinical outcome. They indicate vascular cell damage and interfere with atherothrombosis by exerting effects on vascular and blood cells. Under disease conditions, cellular cross-talk is supported by circulating MPs support, which leads to vascular inflammation, leukocyte adhesion, endothelial dysfunction, and stimulation. Functional tissue factor and exposed membrane phosphatidyserine are procoagulant entities produced by circulating MPs. Platelet derived MPs (PMPs) contain anionic phospholipid PS, which makes them strongly procoagulant. The removal of MPs from the blood of normal human plasma prolongs the clotting time (Ahn, 2005). Platelet derived MPs support thrombin generation in plasma without platelets, which are important for blood clottin g. Platelets form an important substrate for coagulation and their membranes provide a surface for the formation of prothrombinase complex. This enzyme is utilized in the conversion of fibrinogen to fibrin which combines with other factors to form a stable clot (Lawrie et al, 2009). The availability of platelet MPs at the site of vessel injury contributes to the clotting process by providing a large surface membrane necessary for enzymatic process. The exposure of phosphotidyserine during thrombin generation increases enzymatic catalytic effect. The large surface formed by MPs is necessary for activating the coagulation cascade that forms the fibrin clot. Circulating MPs harbor cytoplasmic effectors or functional membrane that promotes prothrombotic responses (Ay et al, 2009). These MPs channel their procoagulant potential to the target in the presence of the appropriate counter ligands. They bind onto soluble immobilized fibrinogen forming aggregates that enhance the delivery of pr ocoagulant entities. In vitro, TF and TF-dependent procoagulant mechanism is facilitated by the interaction of monocytes and endothelial MPs. TF is a constituent protein in minute amounts that flips the endothelial procoagulant properties resulting in the initiation of a TF-driven clotting process. Blood-borne TF can be incorporated in the developing thrombus through a series of TF-dependent, CD15 and CD18, and interactions. Blood-borne TF is mainly harbored by PMPs and monocyte-derived MPs provide the enzyme after lipopolysaccharide stimulation. Polunuclear leukocytes and endothelial-derived MPs also produce blood-borne TF under drastic endothelial activation. These MPs provide the required amount of TF and circulate the enzyme, which is necessary for maintaining a hemostatic balance. MPs, selectins and TF merge into an important triad of thrombosis. The surfaces of platelet and endothelial cells contain an important adhesion molecule called P-selectin (Hugel et al, 2005). The mole cule is utilized during TF accumulation and leukocyte inclusion in the thrombus when an endothelial injury occurs. The accumulation of hematopeic cell-derived TF is similar to the MPs accumulation kinetics before leukocyte-thrombus interaction. A soluble P-selectin enhances the production of leukocyte-derived TF-MPs used to correct hemostasis. The plasma levels of microparticles increase with age, which indicates the contribution of P-selectin pathway. P-selectin pathway also favors the transfer of PF into monocyte derived

American Judicial Structure Essay Example | Topics and Well Written Essays - 500 words

American Judicial Structure - Essay Example Finally, the federal courts are also limited by hierarchal considerations. There are trial courts, designated Federal District Courts, intermediate courts of appeal, and the United States Supreme Court. As one moves up the hierarchy, the federal courts have increasing discretion to hear or to reject cases and controversies. To be sure, the United States Supreme Court actually accepts very few of the cases submitted to it for resolution. The findings and holdings of the courts lower in the hierarchy thus become final and binding. In sum, although the federal courts are empowered to hear and to decide many types of cases there are very real limitations. These limitations, or gaps, are in large part filled by the separate state court systems. 1.2 State Courts State courts are vested with the responsibility of deciding conflicts and controversies under a state's constitution and other laws. There are similarities with the federal system to the extant that state courts are also limited by geographical, subject matter, and hierarchal considerations. The trial courts tend to be divided into courts of limited jurisdiction and general jurisdiction. Local governments tend to create and administer the trial courts of limited jurisdiction whereas states control and administer the trial courts of general jurisdiction. The limited jurisdiction courts are extraordinarily numerous, more than 13,500 in the United States (Neubauer, 2005: 82), and are excluded from the scope of this essay. From the strict point of view of the state, courts are divided into trial courts, appellate courts, and a supreme court. The laws may differ significantly from federal laws to the extant that states may set higher safeguards than those established in the Constitution.. . State courts are vested with the responsibility of deciding conflicts and controversies under a state’s constitution and other laws. There are similarities with the federal system to the extent that state courts are also limited by geographical, subject matter, and hierarchal considerations. The trial courts tend to be divided into courts of limited jurisdiction and general jurisdiction. Local governments tend to create and administer the trial courts of limited jurisdiction whereas states control and administer the trial courts of general jurisdiction. The limited jurisdiction courts are extraordinarily numerous, more than 13,500 in the US, and are excluded from the scope of this essay. From the strict point of view of the state, courts are divided into trial courts, appellate courts, and a supreme court. The laws may differ significantly from federal laws to the extent that states may set higher safeguards than those established in the Constitution or in federal laws. In add ition, federal legislators are empowered to pass federal laws which, in effect, preempt contradictory state laws. This preemption, though sometimes controversial, functions to preserve harmony in the administration of the separate judicial systems. There is, nonetheless, the existence of conflict and it becomes extremely important to draw bright lines separating the two judicial systems. Otherwise, the potential for conflict and court shopping would become a big problem. For the most part, the judicial systems have been kept separate.

Google Essay Example | Topics and Well Written Essays - 1000 words

Google - Essay Example This paper describes the Google search engine and tells more about Google Inc. The company started from nearly 2 million websites in its database in 1998, which grew up to a trillion websites just after twelve years showing the speed of the growth of this search engine. No other search engine has shown such a rapid increase in its website database as yet which is one of the many signs for Google to remain the market leader at least for the next decade. Another noticeable point is that the interface of the Google search engine is very user-friendly. Users can find their required web pages using customized setting. If a user wants to find some book, he/she can search that book using ‘Google Books’ search. Similarly, if a user wants to find a scholarly journal, he/she can search it using ‘Google Scholar’ search. Google also makes use of rating mechanism, which helps in retrieving the most relevant websites. Other search engines can hardly differentiate between the relevant and irrelevant web pages because of which they generate all those websites in which the key words exist regardless of their relevance. On the other hand, Google makes use of rank-ordering system, which puts the most relevant websites at the top positions. Google does not rank pages on the basis amount of information that they contain about any particular topic, rather it ranks pages based on the amount of relevant data or information. This feature also distinguishes Google from other search engines and points towards Google’s dominance in internet search over the next decade. Answer No. 4 Google’s attempts to launch new products have been remarkable and successful so far. Whatever products Google has launched until now have played a considerable role in increasing the yearly revenue and net income of the comp any. The thing is that there is always a well-planned strategy behind the launch of every Google product which ensures long-term success of the product in local and international markets. The company makes use of latest and well-equipped information technology infrastructure to create new products. Some of the main products which have proven to be highly productive for the company include Google search tools, language tools, advertising services, publishing tools, communication tools, and Google statistical tools. These are just the broad categories of Google products. The actual product line includes a wide range of products under each category. Google has also entered the world of web browsers, email, and mobile internet. From the usage rates of all of these products, it is evident that the company has been successful so far in each of these fields. For example, nearly 100 million people use

Kudler Fine Foods Service Essay Example for Free

Kudler Fine Foods Service Essay Service Request The manager of Kudler Fine Foods, Kathy Kudler, has requested the development of a system to track customer purchases through a Frequent Shopper Program to award loyalty points for redemption. (Apollo, 2011) Key Stakeholders The key stakeholders are the individuals that are directly involved with Kudler Fine Foods and will have a direct effect on the overall project. These individuals will be the main source of information in the analysis, design, implementation and testing phase of the systems upgrade. Kathy KudlerProject Manager The Frequent Shopper Program for Kudler is specific in addressing current and future customers by rewarding them for shopping with the company. Both business and technical functions will be addressed as well as improved communication between the sales and marketing and purchasing departments. The goal is to provide better response to customer demands while rewarding the customer and accomplishing this in an efficiently fast manner. A marketing plan must be developed to inform current and potential customers of the program and encourage them to participate and take advantage of the benefits offered by the program. In utilizing an outside source for the program, Kudler will be able to provide a good relationship between the IT resources of the outside source and the internal sales and inventory  systems. There is also a need to modify the two different databases and the GUI in order to allow for smooth data transfer and communication. Kudler’s specific goals are to improve customer satisfaction in order to increase brand loyalty, cut costs by increasing supply efficiency, and increase sales which will result in higher revenue and profits for the company. In order to ensure success of this project, certain aspects will be monitored throughout the duration. This will allow Kudler to view what aspects are successful and what aspects are not. The main aspects that will be monitored are: new customer enrollment into the program, tracking of purchases from current and repeat customers, tracking of customer reward points, duration of participation from customers in the program, and total customer redeemed points, and difference in cost of redeemed items versus wholesale/supplier costs. Supporting Measures and Project Feasibility In order for Kudler Fine Foods to continue growth and experience profitability, the design and implementation of a Frequent Shopper Program must be accomplished. The program will need to utilize the best available hardware and software to accomplish their goals and to promote growth as well. The chosen system will need to address both short and long term needs and problems that could arise. This is done through a development phase that will combine all aspects and products that Kudler wishes to incorporate into the program. This phase must address the current budget allocated by Kudler for the implementation of the program while incorporating all needed requirements. Current Business Process Summary Proposed System Requirements The proposed new system must be capable of meeting the requirements set forth by the key stakeholders within the company. This list of requirements will be presented, discussed, and then edited based on what is needed, what is within budget constraints, and what is decided on by the stakeholders. This list of functional requirements proposed to Kudler is below. Functional Requirements System is capable of new customer enrollment System is able to track purchases for all customers System is able to track and store rewards points for individual customers System allows for rewards points to be redeemed System allows for viewing of customer rewards points on POS terminals System allows input changes from POS terminals System will sync with company website for tracking of rewards points System allows for data from each location to be stored and accessed in a central location System must be compatible with current system in place for easy transition. Determine Requirements The determination of the requirements for this system is a key part in the development of the Frequent Shopper Program (FSP). There are many methods that can be used to properly determine the requirements needed for an efficient system. These can range from simple observation of current processes and interviews with employees and management, to Joint Application Design (JAD) procedures. The commonly used methods of observation, interviews, etc., can help analysts pinpoint exact requirements based on user input and business processes. According to Charvat (2003), â€Å"One of the biggest benefits of a proper user requirements specification is that youll be able to plan and estimate your project correctly, decreasing the chance of cost and time overruns.† The analyst must listen to the employees and gain a thorough understanding of all business processes before establishing the new system requirements. The Joint Application Development (JAD) is a newer and more organized means of gathering information to base requirements on. This process is conducted by holding sessions in which key stakeholders and other key members of management are present and work together in the outline of the possible requirements. This allows for input from all levels within the organization and can yield better results than other commonly used methods. While this process can be lengthy, it keeps all key members involved up to date on the status of progress during the development phase and analysis. List of Confirmed Requirements System is capable of new customer enrollment Mandatory System is able to track purchases for all customers Mandatory System is able to track and store rewards points for individual customers Mandatory System allows for rewards points to be redeemed Mandatory System allows for viewing of customer rewards points on POS terminals Mandatory System allows input changes from POS terminals Mandatory System will sync with company website for tracking of rewards points Mandatory System allows for data from each location to be stored and accessed in a central location Mandatory System must be compatible with current system in place for easy transition Optional Proposed System Process View Functional Allocation Modeling This aspect is very important in ensuring all software and hardware utilized for the new system is up to date and current as of the time of this service request. Since technology advancements are made almost every day, it is important to stay on the cutting edge. This is why the use of computer systems with an Intel core i7 processor is being chosen. The hardware that will be used wil1l be purchase directly from Dell. This will give Kudler piece of mind with all hardware and full technical support with the warranty provided from Dell. The systems chosen will have 8GB of RAM (memory) and will include 22† LCD monitors, core i7 processors with 4.5GHz speed, and come preloaded with Windows 7.. Each system will also be equipped with 10/100 ethernet capabilities to meet the standards of the current network in place at Kudler. The current server in place at Kudler will be replaced by Unix servers by SPARC Enterprise Software SAP system for retail environments. The POS terminals will be replaced by NCR RealPOS 82XRT terminals which offer scanners, cash drawers, touch screen displays, and built in printing capabilities. VOIP phone systems and HP M521dn and HP 8015 printers will replace the outdated ones currently in use. Logical Model of System Preliminary Design Model Design Trade-off In order for Kudler Fine Foods to have a successful program, an examination of product roll out methodology must be performed. There will need to be a specific balance in regards to the mixture of cost, schedule and performance. It is understood that a program cannot incorporate all three aspects at once which then leads to deciding what the appropriate trade-offs shall be within the requirements. The following depict possible scenarios of combining two aspects but foregoing a third possible requirement. Cost and Schedule By having a program that is inexpensive and keeps to the specified timelines the company will end up with one that is affordable and able to start up right away. If the schedule is large for integration of the system with the current system then the time to capitalize on the customers data would take time. The downside is that cheap is not always best and can result in a low performance record that is fraught with hardware and software failures. If the program cannot function properly there is a decent chance that it will fail outright due to customers not wanting to take part in it. Schedule and Performance Creating a program that is scheduled to finish on time and functions to specified standards will allow Kudler customers to enjoy the program’s rewards with little to no problems. In this instance the design trade-off is cost. The cost of the new proposed system would be quite moderate to high. The cost to get the correct and reliable information at every instance of time is the biggest challenge over the cost incurred in the infrastructure. Not keeping up with costs for the creation though will result in a project that has a finishing cost much higher than was originally budgeted for. The result can pull funding from other much needed programs or can cause the program to change such as the customer receiving rewards that are of a lower  quality than originally promised. Cost and Performance If the project team is able to create the program at manageable costs while maintaining a high quality performance status the customers will be able to enjoy the benefits of the rewards while allowing the company to stay within appropriate budget levels. All the previous customers ‘ data would be inputted and further processed , which would take time The implementation of the new system would reduce costs of data transfer and catering the customers in a suitable manner. The performance of the system would improve with enhanced ability to track information about customers , their preference pattern and any change in their behavior In addition to all the above , the company can reduce the extra cost of hoarding of goods and can only customers preferences. The possible tradeoff is that the program may not be finished as scheduled. This can result in a backlog for future projects. In addition, if the project takes an exceedingly longer amount of time than originally thought, it may become scrapped so a new plan can come in its place. Detailed Design Process The prototype will drive the design of the forms and reports. The forms need to document predefined data in a clear and concise manner. Forms are typically based on one database record and have a stylized form. Reports are business documents that contain predefined data and data from many unrelated transactions or records used for reading or reviewing information. The forms and reports need to be end user friendly and clear to understand. They should not have simple rows or columns. The forms and reports can be designed using online graphical tools. This will help standardize them with other organizations. The forms and reports should have a transparent human computer interface. In designing a form or report there are some fundamental questions that need to be addressed: who will be the form/report user, the purpose, when will they be needed, who should have access to them, and who does it need to be delivered to? Answering these questions will allow the programmer to produce an effective form/report. The hardware and networks used should be consistent with what is already in use throughout the organization. Kudler Fine Foods uses UNIX operating system, HP blade server system and SAP as their software. The UNIX server needs to be upgraded to UNIX SPARC Enterprise software. The organization should upgrade their current version of SAP Retail SW to SAP for Retail. The HP Blade server should be upgraded to a Dell PowerEdge M620 blade server. The HP blade server is obsolete and this may create problems if future support or maintenance is needed. The CM2320nf printer is obsolete and should be upgraded with the HP M521dn printer. The HP 3015 printers, VOIP phones, APC Smart UPS, POS terminals, 22† screens, and the NAS 10 TB storage server should all remain. If the organization is going to upgrade their software they should upgrade their hardware as indicated. This will allow the organization the ability to use state of the art hardware with state of the art software and get the most out of the system. They will be able to utilize the most current technological features currently available and extend the life of their infrastructure. Human Computer Interface The human computer interface should be designed with Microsoft Visual Basic. Net. Microsoft is a universal program that employees are familiar with. Using Microsoft will allow end users to feel comfortable with the software because the commands for Microsoft can be applied. Training is easier for employees using Microsoft because so many of them are familiar with it. Microsoft reports can also be imported and exported to other mediums making it possible for end users to review the information in detail. They currently use Microsoft Windows 7. Using the most current version of software will extend the life of the system. Using outdated software will hinder the use of the most current applications and can make the program prematurely outdated. The organization should continue using Dell computers but they need to upgrade them to Dell XPS 8700 with an i7 processor, and 4.0 GHz. CD drives are no longer necessary, most information is transferred or stored via a memory stick. Physical System Model What are information architecture diagrams? â€Å"A diagram architecture is not necessary an architecture produced through diagrams. Instead, diagram architecture is an architecture that behaves like a diagram, indifferent to  the specific means of its realization. (Par. 13) When it comes to these diagrams you are taking the knowledge of the architecture and molding it into a visual and understandable aid laid out in sequence like patterns that show direction. And when these diagrams are designed of information architecture the process usually ends up back where it started making a loop back to the requirements. Producing this process of creating an information architecture diagrams can be a bit confusing and people end up getting information confused rather easy. Until a man named Philippe Kruchten came up with a brilliant way to look at the diagram. He introduced the concept of viewing the diagram through the eyes of the stakeholders. This process became known as the 4+1 information view model. The 4 is for the several views in which he describes as the Physical view, Logical view, development view and the process view. And the +1 is added to describe the scenarios. Modeling the architecture of a software system can be presented in two areas known as the High level design and design patterns. High level is the use of the core components who work together for the one mission of fulfilling the requirements. And depending on if the system is large enough it is possible that each component will sustain its own high level setup that will provide descriptions of its smaller parts. Design patterns are used here and there in the particular designs of each of the components. A pattern is a waypoint that will direct you to the end solution of the program in which it is accommodating. If the same pattern is used through the design of separate programs it will act as a money saver as it saves in the purchase of new software and saves time in the design process. Testing Process Summary This phase will be somewhat similar to the installation and implementation phase in some ways. The overall functionality of every aspect within the system must be tested to ensure it meets the requirements of the original project plan. All new software and hardware must go through thorough examination and a system of checks to accomplish this. This phase must be continued throughout the life cycle of the system to continuously check for errors and bugs to keep the system performing at optimum capacity. To properly complete this phase there are guidelines to follow for testing that will cover all aspects of the system. Hardware and Software Installation Process/Training Plan In order to accomplish the implementation of the Frequent Shopper Program Successfully Kudler will need to implement the POS Server database flawlessly into the system in order to avoid data loss or corruption of data. The online Cash Registers and the in-store cash registers will be communicating to the same database and a seamless integration of these three components is crucial during the early implementation phase of the installation. The challenge during this phase of the installation is the software that will be used to bring these three components together. Continuous testing of the POS, The CMS, and the store website are needed to ensure that any bugs in the system are pointed out early. Once this is complete the Kudler will be able to focus on the smaller aspects of the program such as ensuring that all merchandise are coded correctly and the scanners are properly transmitting the data. The timeline for the implementation of this project is 2-3 months. The company should take measures during the implementation and installation regarding marketing to  maintain the competitive edge and afford customers needed time to adjust to the idea of this new system. Time will be needed to train staff on the proper procedures for issuing and Frequent Shopper Cards, and the support teams will need training on how to troubleshoot system errors. The cashiers will need training on methods of marketing the programs and procedures for how to use, issue, and reissue cards to customers enrolling or already enrolled in the program. One of the keys to success of the program is ensuring the cashiers have a clear understanding of how to market the program. Failure to ensure marketing or the cards is upheld and train employees on how to properly process cards will be counterproductive to the program and could lower customer value. Installation Process Installation is the organizational process of change over from the current information system to the new one. â€Å"Managing the change to a new system—whether or not it is computerized — is one of the most difficult tasks in any organization† (George, Hoffer, Valacich, 2012). After system construction, final acceptance tests performed during systems installation and evaluation ensures the development team has completed all tasks for the project. After determination that system operations are fully functional, the system is ready for installation. During the installation process, the old system becomes disabled and subsequently, the new system activated. The project manager and developers assemble the resources required for installation as the work begins. Resources required for installation of the system includes development team members and their various programming tools, including software. Project constraints in this instance have a comparatively narrow degree because of the streamlined and limited changes. The installation team begins by changing the modems over to broadband, and activating broadband connections at each store. At this stage, the installed applications including updates to the Point of Sale system software, the database management system, credit card interface software, and printer applications undergo testing for appropriate functionality. The entire system is then tested, and confirmed successful for use (George, Hoffer, Valacich, 2012). The installation of the Kudler Fine Foods Frequent Shopper Program and related plans for training will correspond with the timeline illustrated. Training Plan The training and installation timeline provides a sufficient and organized schedule for installation and system testing, also providing an expedient finish to the system implementation processes. The project team develops training materials and documentation for training classes. The next step in the implementation phase is training system users, managers, and IT staff. Diagram 1: Installation and Training Timeline User training and training documentation should include an overview of system features, capabilities and limitations, data entry and menu screen options, contents, and processing instructions, and procedures for requesting changes and reporting problems. Other important inclusions are troubleshooting examples and error situations including resolutions, and a section on frequently asked questions (Cashman, Rosenblatt, Shelly, 2013). As illustrated, Frequent Shopper Program System Training, the specific details for training specific groups vary according to employee function and extent. Documentation Plan Summary Documentation needs to be accurate and will also be a determining factor on the software’s success or failure. Documentation needs to include how to work the system, navigate it, its potential, how to use the data, and reporting methods. This should be done early on so the end user has reference materials. The documentation process should begin when developing the system. This will provide supporting material for developers and help develop future training materials. If the end user does not understand how to use the system or recall information for reporting purposes, the software is not serving its purpose. Most systems in place today are for information gathering and storage. If the end user can’t access the collected information, then the software will be rendered useless. The system will need to be maintained so a maintenance manual should be available to guide developers on how to make fixes and update the system. An operational manual should be available for the subject material expert, designers and users. This manual will help when they have questions on a process or how to get a certain part of the program to produce or collect  the proper data. A technical manual will be necessary so the technical writers can refer to the system structure when they have questions. The technical manual should include drawings, flowcharts, and the database structure. The system should have a training manual that has step by step instructions that a user can follow. It should also have a list of any codes, available reports, system outputs, a troubleshooting guide, work a rounds, and be current on updates. The Training manual or user manual will help the user by providing a guide for future reference and for training. The training manual will help decrease questions and improve efficiency. The more information that is available for the user the more proficient they will be at using it. Training end users is very important. This could mean the difference between an efficient and easy flowing system or a cumbersome, difficult to use nightmare. Visuals should be used to make training easier and provide future training material references. If there are inquiries that are not frequently performed, the end user might not recall how to initiate the inquiries and having a visual to refer to, might help the end user be more efficient when conducting these inquires. Support Maintenance Plan It’s not enough to just implement a system and fully integrate it into the new business system. There must be a support system that covers common mistakes and helps people locate answers to their technical questions. And along with the system support there also must be some type of maintenance schedule that keeps the system healthy, like frequent updates to keep the system up to date and as free from bugs as possible. Software Support In order for a system to operate at full potential the software must remain up to date with all of the bug fixes and security issues that comes with having software. Having your software up to date could very well be the lifeline of your company. If your software fails, then the work production conducted on that system will also fail. Hardware Support Just as important as software support is hardware support. Hardware consists of several critical and physical components of an IT system. These components include but are not limited to; servers, systems used to store data, personal computers (PC) and the networks that tie them all together. When it comes to business communication is the key, and this doesn’t exclude the communication of the IT systems. Network Support Like previously mentioned, networks are the communication for IT systems. Keeping your network up and running can be a little difficult to deal with. When a network goes down then every piece of hardware on that network has no communication. Unfortunately network issues usually get dealt with as soon as they happen. What is recommended is to have a preventative maintenance schedule in increments of monthly, bimonthly, semiannually, annually or biannually to periodically check the condition of the network before it fails resulting in a downed network. When software is merged over into a company system there are user manuals and lists of known and unknown bugs for the system. Each member should have been briefed on the new software and also provided the information included in the user manuals and the known and unknown bug reports. For the hardware and network, preventative maintenance is the best way to avoid a downed asset. And a well maintained support system with frequent updates will ensure your software stays up to  date with the latest security and bugs fixes. Conclusion This thorough analysis and all aspects carefully and fully examined, the proposed project will not only meet, but exceed the request of Kudler Fine Foods for implementing a rewards program. The use of cutting edge technology in both hardware and software aspects will ensure a smooth running system for years to come. The incorporation of the rewards program and the system upgrades should not only increase profitability, but brand loyalty from customers as well. The system meets all required needs of Kudler Fine Foods to include time scheduling, budget, and both short and long term goals. References Apollo Group Inc. (2011). Kudler Fine Foods. Service Request SR-kf-013. Retrieved from: https://ecampus.phoenix.edu/secure/aapd/CIST/VOP/ServiceRequests/index.asp#Kudler Fine Foods Cashman, G. B., Rosenblatt, H. J., Shelly, G. B. (2013). Systems Analysis and Design (10th ed.). Boston, MA: Thomson Course Technology. Charvat, Jason. (June 30, 2013). Determine User Requirements Now to Avoid Problems Later. TechRepublic. Retreived from: http://www.techrepublic.com/article/determine-user-requirements-now-to-avoid-problems-later/ Dennis, A., Wixom, B. H., Roth, R. M. (2012). Systems analysis design (5th ed.). Hoboken, NJ: John Wiley Sons. Federal Bureau of Investigation (2013). The Insider Threat: An introduction to detecting and deterring an insider spy. Retrieved from: http://www.fbi.gov/about-us/investigate/counterintelligence/the-insider-threat George, J. F., Hoffer, J. A., Valacich, J. S. (2012). Essentials of Systems Analysis and Design. Retrieved from: http://www.bau.edu.jo/in st/hamza/SAbook.pdf Riordan Manufacturing Intranet Website (2014). Retrieved from https://ecampus.phoenix.edu/secure/aapd/cist/vop/Business/Riordan/ (2010, 05). Diagram Architecture. StudyMode.com. Retrieved 05, 2010, from http://www.studymode.com/essays/Diagram-Architecture-63657523.html

Security Enhanced Linux (Selinux) Essay Example for Free

Security Enhanced Linux (Selinux) Essay Security Enhanced Linux (Selinux), Chroot Jail, and Iptables Three of the most important types of Linux security technologies are Security Enhanced Linux (SELinux), chroot jail, and iptables. This security measures aide in the subversion of theft and malicious activity. We will discuss these items in depth to address who created them and for what reason. Along with how these technologies changed the operating system to enforce security, and the types of threats that these security systems are design to eliminate. Security Enhanced Linux was released in December of 2000 from the National Security Agency (NSA), under the GNU general public license. SELinux is not a Linux distribution; it is a set of kernel modifications and tools that can be added to a variety of Linux distributions. SELinux is currently a part of Fedora Core, and it is supported by Red Hat. Incarnations of SELinux packages are also available for Debian, SuSe, and Gentoo. Security-enhanced Linux is a set of patches to the Linux kernel and some utilities to incorporate a strong, flexible Mandatory Access Control (MAC). The Chroot system call was introduced during the development of Version 7 Unix in 1979, and added by Bill Joy on 18 March 1982, a year and a half before 4.2BSD was released in order to test its installation and build system. A chroot on a UNIX based operating systems, like Linux, is an operation that changes the apparent root directory for the current running process and its children. A program that is run in such a modified environment cannot name or access files outside the designated directory tree. On a web server, it is very useful for the security of shared hosting accounts. Without a chroot jail a user with limited file permissions can navigate to the top level directories. Although that user does not have permission to make changes, they can invade the files and access information. An important use of chroot is it’s utilization within virtual environments. In a Virtual Private Server, the user has a complete operating system within a chroot directory. This user has root privileges for his or her own account, but can’t access higher directories or be aware of their existence. Virtualization is great for test environment that can be set up in the chroot for software that might be too risky to deploy on a production system. Virtual environments are often used for compatibility issues. Legacy software or software using a different interface must sometimes be run in a chroot because their supporting libraries or files may otherwise clash with those of the host system. Also chroot is often used for recovery purposes. A chroot can be used to move back into a damaged environment after bootstrapping from an alternate root file system. Elevated Privileges in iptables are required for operation, and root user must be used or iptables will not function. With most Linux systems, iptables is installed as /usr/sbin/iptables and documented in its man page, which can be opened using man iptables. There is a set of user interface tools that can be used to manage your system’s security profile in a more user friendly manner. The user interface firewall management tools include Bastille, and GUI tools with like KDE’s Guard dog. There are Linux distributions whose main purpose is to provide a GUI front end to iptables with a variety of configurations. Iptables allows the system administrator to define tables containing chains of rules for the treatment of packets. Each table is associated with a different style of packet processing. Packets are processed by sequentially traversing the rules in chains. A rule in a chain can cause a goto or jump to another chain, and this can be repeated to whatever level of nesting is desired and every network packet arriving at or leaving from the computer traverses at least one chain. Where I found the information at http://www.termpaperwarehouse.com/essay-on/Security-Enhanced-Linux-Selinux-Chroot-Jail/105441 Linux Security Technologies Selinux Chroot Jail Iptables Term Paper

The Image Of Women In Tv Advertisements Media Essay

The Image Of Women In Tv Advertisements Media Essay The first television advertisement appeared on July, 1941 during a baseball game on a local New York channel. The 10-second commercial spot broadcasted by the company Bulova Watches has revolutionized the television (Business Wikipedia). It knew a large overwhelm that pushed many other companies to jump on board .By 1948; many additional companies adopted this new marketing technique, and little by little , the new tool has become familiar and very used and companies were obliged to compete against each other to attract the largest number of customers . For this reason they tend to employ the more attracting image to convince people to buy. One of these images is that of woman. Since the late 60s, there have been concerns about woman ¿Ã‚ ½s portrayal in the media. Western advertisers introduce her in different commercials since they had noticed that her appearance is very effective in term of attractiveness. But, it is so noticeable that in the majority of ads, women are stereotype d and abused. However many wrong ideas are promoted about them, since they are always viewed as objects used to attract people ¿Ã‚ ½s attention. Besides their devaluation, the content of advertisement contains a lot of violence against them. Their abuse and their image misuse should be considered a serious issue as it affects the audience and change their minds and gazes. In Fact, advertisers tend to play on people ¿Ã‚ ½s psychologies, so they can easily manipulate and convince them to buy unnecessary goods. The question here is how western TV advertisements stereotype women and how much this could harm the audience. Chapter 1: Literature review 1. The Image of Women in TV Advertisements: 1.1 Women in TV advertisement; from a subject to an object: a) Women as a Sex Object: Nowadays, advertisements are seen everywhere at any time. Most of advertisers seek to present a beautiful sexy woman in their commercials in order to market products and by doing so they consider her as just a sex object that can persuade the consumer by means of seduction to buy. Many companies have succeeded in increasing their revenues by using the sexual context which has enlarged their customer base and attracted a largest number of clients. Therefore, Berger considers these advertisement techniques as  ¿Ã‚ ½sexploitation of the female body as one of its communication tools ¿Ã‚ ½ ( Ilona P.Pawlowski,2007). Historically, the employment of women as a sexual object has evolved gradually;  ¿Ã‚ ½in 1983 only 28% of women shown in ads had some sexy clothes in their bodies but  ¿Ã‚ ½in 2007, 75% ¿Ã‚ ½ of them dressed in an attractive sensual way. Nowadays women appear partially nude in advertisement. In other words,  ¿Ã‚ ½women not only continued to be portrayed in a sexual manner, but also the degree of sexuality increased over time ¿Ã‚ ½ (Ilona P.Pawlowski,2007). In the article  ¿Ã‚ ½The Exploitation of Women in Ads ¿Ã‚ ½ written by Kanter on the web cite Study mode, the fact that many fashion photographers return pornographic publications to take sexual and attractive poses or only parts of women ¿Ã‚ ½s body is mentioned. The book stresses the image of women as a sexual object, a thing or a part of the merchandise to be dehumanized especially by showing just parts of her body. To conclude as Cortese notices in his book Provocateur: Images of Women and Minorities in Advertisement  ¿Ã‚ ½advertising sells much more than products, it sells values and cultural representations, such as success and sexuality. ¿Ã‚ ½ Moreover, women are more used than men in advertisements and according to this article  ¿Ã‚ ½How Advertising Women Models Can Reach Market? ¿Ã‚ ½ the writer confirms that  ¿Ã‚ ½even for products that the target consumers are males ¿Ã‚ ½ woman image is often employed. It creates on them an impression that women would like a man that uses that product. In other words,  ¿Ã‚ ½women want this. Get the product, get the woman ¿Ã‚ ½ (Cortese, 2008). This shows that nowadays, women are used as a sex object with all kind of products from electronics to make-up. An article titled  ¿Ã‚ ½Russia-Campaign against sexism in advertising ¿Ã‚ ½ insists on the same idea,  ¿Ã‚ ½the female body is portrayed as a propaganda for pornography, violence and prostitution ¿Ã‚ ½ in order to advertise products that men buy such as cars, beers, perfume ¿Ã‚ ½for example in cars advertisement, women ¿Ã‚ ½s hot body is most of the time present,  ¿Ã‚ ½they act as a supplement to the car, as one of the options available to be expensively purchased by a successful man ¿Ã‚ ½. Danesi, a moralist, advertising professional and student of contemporary marketing communication knowledge, writes in his book Sex in Advertising that if we read about psychological studies that examine how males think, we can notice that  ¿Ã‚ ½the reward centers in the brains of young heterosexual males were activated by female face ¿Ã‚ ½. This means that the reason of creating a suggestive advertisement is that by showing women ¿Ã‚ ½s body as a sex object we can activate and influence the reward centers of a man and push him to purchase a product, simply because there is the image of a female body on its cover. Also, by showing women ¿Ã‚ ½s body we can access to the subconscious of a man and make him implicitly remember the sexual thing (women). That ¿Ã‚ ½s why  ¿Ã‚ ½Advertisers believe that the more outlandish, the sexier, the more skin shown, the more the brand image will refuse to leave your memory ¿Ã‚ ½ (Dansei, 2011). Figure 1: A nude woman in DG ad. This psychological explanation is another definite proof that women ¿Ã‚ ½s body is abused for marketing benefits for which many famous companies tend to portray women in a sex context , such as Dolce ¿Ã‚ ½ Gabbana, Calvin Klein, Yves Saint Laurent and many other well-known brands. Besides, according to the article  ¿Ã‚ ½Sex in advertising  ¿Ã‚ ½by Dansei, there are  ¿Ã‚ ½5000 advertising messages a day ¿Ã‚ ½ that a person can receive and 20% of these ads contain sexual images. So, advertisers consider that women ¿Ã‚ ½s bodies are not only  ¿Ã‚ ½a beguiling approach ¿Ã‚ ½ to attract consumers ¿Ã‚ ½ attention, but also the best tool and can be  ¿Ã‚ ½ Commodified as products that have a use value. ¿Ã‚ ½(Dansei,2011) It ¿Ã‚ ½s so clear then that a sex object is something that has become essential in every advertisement in a way that objectified and dehumanized women. This can be explained by the fact that  ¿Ã‚ ½people believe that sex sells products ¿Ã‚ ½ (Province,Monique,2010). As a result  ¿Ã‚ ½sex in advertisement contributes to the building of strong, vibrant, and long-lasting brands ¿Ã‚ ½ (Ilona P.Pawlowski,2007). Verhoeven explains in her article  ¿Ã‚ ½Axe body spray ads and women as sex objects ¿Ã‚ ½ that  ¿Ã‚ ½advertisements do not just sell products, they also promote and establish our culture ¿Ã‚ ½s values and ideas ¿Ã‚ ½ so naturally  ¿Ã‚ ½stereotypes are reinforced by advertisement ¿Ã‚ ½ (Verhoeven, Hanna, 2011). Axe body spray is one of the many examples of ads that make stereotypes against women. Figure 2: pictures of Axe spray commercial: The fallen angel To set an example, these two images belong to the commercial spot of Axe body spray for men. It is titled  ¿Ã‚ ½Fallen angels ¿Ã‚ ½; this ad shows many beautiful women introduced as angels that came from sky, on earth, they go directly to the place from where comes the smell of Axe body spray. When they find the man who puts it, they take off their crowns, forget about their innocence and seduce him. The message this ad delivers to the male audience is that women can not control themselves when smelling such a perfume. It ¿Ã‚ ½s always a sex context. b) The image of the traditional housewife: Another inappropriate image the advertisement reflects is the perfect housewife whose tasks are raising children and taking care of her house and husband .An article titled  ¿Ã‚ ½Women ¿Ã‚ ½s Images in Magazine Advertisement: How Far Have They Come? ¿Ã‚ ½ discuss this topic. It emphasizes in fact that advertisers  ¿Ã‚ ½characterize them as possessing low intelligence, analytical ability, and rationality ¿Ã‚ ½ and when the audience especially men get this message, they will generalize these characteristics to all women and of course this result in a devaluation of the woman and its important role in society. Standing for the same idea, Naughton Michael states in his book  ¿Ã‚ ½The Popularized Housewife in Advertisements ¿Ã‚ ½, that  ¿Ã‚ ½The creators of ads made it appear that the full time job of a woman should be a housewife ¿Ã‚ ½. Women are considered as mades or servants who are responsible just for the rest of the family. Figure 3: The traditional image of a hou sewife Therefore, many advertisements present the image of the housewives wearing the magic uniform of work. Usually ,they wear  ¿Ã‚ ½aprons, skirts, high heels, and pearls ¿Ã‚ ½ (Naughton,Michael,2006). He adds that  ¿Ã‚ ½The ad showed that women are expected to be in this professional uniform all the time ¿Ã‚ ½. they are always placed in the kitchen or the bathroom (described by Naughton as their  ¿Ã‚ ½office ¿Ã‚ ½). These two elements of job (uniform and office)  ¿Ã‚ ½strengthens that the housewife is, indeed, an important job as any other is ¿Ã‚ ½. This message delivered by advertisement reinforces the idea of the dependency of women on men. Figure 4:The commercial of Schlitz beer  ¿Ã‚ ½Negative characterizations made by advertisers such as women ¿Ã‚ ½s place is her house or women are weak and need men protection, push men to think that these ideas are true and women are really weak fragile and unable to go out for working. Moreover, advertisements show that women as housewives can not make expensive purchases. They are not intelligent enough to make such decisions. Differently, men in advertisements are introduced as businessmen who are usually busy outside the house .They also make big decisions and  ¿Ã‚ ½look after women who are not capable of looking after themselves ¿Ã‚ ½ (Shrikhande,Vaisahli 2003). It is so obvious here that advertisement stands for gender inequity. In fact it tends to present women in inferior positions comparing to males. Moreover they are very devaluated when their activities are limited to house shores. As an example, an ad for Schiltz beer shows a woman that burned the dinner that she prepared for her husband. She cries for this, then her husband says  ¿Ã‚ ½do not worry darling, you didn ¿Ã‚ ½t burn the beer ¿Ã‚ ½. The idea of the woman who serves the  ¿Ã‚ ½man of the house ¿Ã‚ ½ (Naughton, 2003) in order to make him happy is so clear. c) The Image of the Dumb Blonde: The article  ¿Ã‚ ½The Dumb Blonde Women Stereotype ¿Ã‚ ½ demonstrates that blond women are considered as beautiful, thin, sexy and attractive but not intelligent not serious and not responsible. Again she is seen as an empty minded who has no opinion or personality. Blonde women are always shown busy taking care of themselves in order to look beautiful; their main interest is to wear provocative clothes, put sexy perfumes and make-up .They are portrayed as stupid and superficial.  ¿Ã‚ ½This stereotype is often expressed excessively in blonde jokes ¿Ã‚ ½ (The dumb blonde women stereotype). In addition, advertisers treat blond women as a  ¿Ã‚ ½piece of meat ¿Ã‚ ½ (Kazay,Ginger 2007). The question here is why this image of the dumb blonde is employed in ads? Advertisers portray a blonde as a stupid women to attract the consumer attention and to keep the ad in his mind. They want to create original, funny ideas. When the consumer watches such funny images, he will laugh and t ell others about it. The ad is registered in his mind and transmitted to others. This is the result that advertisers aim to achieve. 1.2 Violence against Women in Advertisement: a ) Physical Violence:The first aspect of violence against woman that advertisement shows, is the sex context excessively used when introducing women in ads. Women are objectified and seen in a weak position, helpless and  ¿Ã‚ ½bound ¿Ã‚ ½ (Evans,Rachel), however men are seen strong and  ¿Ã‚ ½with power over women ¿Ã‚ ½ (Evans,Rachel). Advertisers send, through this image, the subliminal message that women like and want violent men. Evans explains this idea in her article  ¿Ã‚ ½American Experience: Does Selling Sex in Modern Ads Advocate Violence against Women? ¿Ã‚ ½ she writes about modern advertisement  ¿Ã‚ ½They are desirable to women, that desirable women are submissive, and that a woman doesn ¿Ã‚ ½t really mean no when she says it ¿Ã‚ ½ she adds that  ¿Ã‚ ½this image of violence towards women results in  ¿Ã‚ ½desensitizing consumers into thinking that violence against women is not only acceptable, but encouraged ¿Ã‚ ½ (Evans,Rachel). Such message is reall y a very dangerous way to portrait women .It is so unhealthy to make people believe that women like violence. Dealing with the same issue, Mc Cormack an assistant sociology professor collected many ads from the most famous magazines in America like Business Week and Cosmopolitan that show  ¿Ã‚ ½women smiling as they are being hit ¿Ã‚ ½ ( Rob,Roberts1991). He deduces that advertisement make the audience believes that women like to be hit and this is of course so wrong. Unfortunately, this kind of message that people get from advertisement encourage men to be violent with women. Mc Cormick ensures that  ¿Ã‚ ½We never see men in these positions, we never see men upside down, we never see men tied up, we never see men being assaulted by women, we never see men being hit by women, being hit by things in the head. We certainly would not see men enjoying it ¿Ã‚ ½ (Rob,Roberts1991). This picture is a concrete example of the conception of violence that advertisement emphasizes. It is an ad made by the famous company Calvin Klein,  ¿Ã‚ ½the image was demeaning to women by suggesting that she is a plaything of these men. It also demeans men by implying sexualized violence against women. ¿Ã‚ ½ (Doherty,Elissa 2010) Figure 5: a woman as sex object in Kelvin Klein ad Another company that its ads are plenty of violence against women is DolceGabbana. For this reason Dina Price made an interview with the Italian designer of this brand. He stated that  ¿Ã‚ ½these ads do not represent rape or violence, but if one had to give an interpretation of the picture, it could recall an erotic dream, a sexual game ¿Ã‚ ½. The idea of this  ¿Ã‚ ½sexual game ¿Ã‚ ½ is adopted by the majority of famous brands.  ¿Ã‚ ½All these companies consider violence and humiliation sexy. They transform these into that art that shocks the public opinion ¿Ã‚ ½ (Sex and Violence in Advertising, A Mainstream Phenomena). In fashion world, we notice that  ¿Ã‚ ½fashion photographers have an ongoing obsession with images of women looking dead ¿Ã‚ ½ (Katelate Stephanie,2011). These dead-like women are shown in a sexy and attractive poses. We can deduce here that advertisers and designers use violence to present something sexy (Katelate stephanie 2011).So women are shown again portrayed in shocking images. They are usually seen in  ¿Ã‚ ½an unhealthy way ¿Ã‚ ½ and suffering from the physical violence such as  ¿Ã‚ ½torture and killing ¿Ã‚ ½ (Rob,Roberts1991) caused by men. b) Psychological Violence: Sexual exploitation of women has increased over the last decades as a new marketing strategy. They are seen as attractive bodies and nothing else. This emotional violence can also be proved by discrimination, based on skin color, made by advertisers. White women are always preferable when choosing a model for a commercial spot. It ¿Ã‚ ½s so rare to see an advertisement with a black model, and even if it happened, she would be introduced as a vulgar and unsophisticated one. More moral violence against women is seen in advertisement when just few parts of women ¿Ã‚ ½s body are shown like legs or a mouth. This is a clear dehumanization of women.  ¿Ã‚ ½The reduction of women to body parts for men ¿Ã‚ ½s consumption can significantly damage a woman ¿Ã‚ ½s self-respect ¿Ã‚ ½ (Katele, 2011). Moreover, woman is treated as a prostitute in the majority of advertisements. She is not serious or respectful but happy with a smiley face. Considering this picture; they are not only intro duced as prostitutes but also proud of it! 1.3 Advertisers ¿Ã‚ ½ Definition of Beauty: a) The White Skin: To be beautiful as a first condition is to be a white-skinned person! This what advertisers promote as ¿Ã‚ ½White beauty is viewed as superior ¿Ã‚ ½ as Banks Michaela Choo confirms, because white women are seen more innocent, shiny, with straight hair and  ¿Ã‚ ½light skin ¿Ã‚ ½. In contrast, black women are viewed  ¿Ã‚ ½as animals more than as humans ¿Ã‚ ½ she adds. We can deduce then that racism is another negative value advertisement spreads. Furthermore, advertisers  ¿Ã‚ ½define the white standard of beauty in terms of the skin tone, hair type and body shape ¿Ã‚ ½, Bank says. One understands from this definition that not all white women are considered beautiful. Advertisers have many criteria to be followed. According to them the perfect white women must be thin, with straight hair, nice smile and preferably blond. A concrete example is when an African-American model was refused by the company of Ciroc Vodka (Bitchie,Nicole 2009), simply because she was a black wom an and the company admitted it. She wondered  ¿Ã‚ ½What message does this send? If you are not light you are not right? If you are black get back? What does this do for the self-esteem of young  ¿Ã‚ ½dark-skinned ¿Ã‚ ½ African-American girls every where? Tell them that they are ugly because their skin is too dark? Is this a type of mentality that you like to promote in your marketing campaigns? ¿Ã‚ ½ (Bitchie,Nicole 2009) For more credibility, researchers made statistics to figure out the percentage that white women take in commercials. As shown in the table below, white women are used in most ads of product categories. Models with light skin accounted by 64.8% in the clothes products ads compared to medium and black-skinned models by only 35.2%. This shows that advertisement designers prefer white women and consider them the more beautiful. For perfumes products black models are present in just 20% of ads when the rest (80%) is for white ones. For make-up products 65.5% of ads for white models and 34.5% for dark models. Through this obvious discrimination, advertisers tend to manipulate the unconsciousness of the consumer and oblige him to adopt the idea that the white skin is the first condition of beauty. Product category Light skin models Medium and dark skin models Hair product Shoes Perfumes Public service Ad Electronics Skin care Makeup Other 50.0% 66.7% 80.0% 58.8% 54.5% 57.1% 65.5% 61.5% 11 10 12 10 6 16 19 40 50.0% 33.3% 20.0% 41.2% 45.5% 42.9% 34.5% 38.5% 11 5 3 7 5 12 10 25 100% 100% 100% 100% 100% 100% 100% 100% Table (*): Product for light skin models b) Super Skinny Models: Nowadays, skinny models are seen in all types of advertisement. They are preferred by many fashion designers who find them very attractive, beautiful and  ¿Ã‚ ½as the way their skin tightens up over the bone in most places in their bodies is what makes them look sexy and attractive ¿Ã‚ ½ (Barrett,Patrick,2004).  ¿Ã‚ ½Not only their bodies are easier to dress with but also the clothes hang better on them, says Joanna Hill, an advertisement designer in New York.  ¿Ã‚ ½Skinny models just look better ¿Ã‚ ½ says Karl Lagerfeld, a fashion designer from Germany. For that reason, most models shown in commercials of famous and well known brands are always super skinny ones. This excessive exposition to this image will lead people to think that to be elegant, beautiful and sexy, you should be too thin that your bone could be seen easily! This is of course a wrong idea, women are of different weights and being too thin is not a beauty indicator. However many women today seek to loose weight just to imitate what they see in T.V. As a model of perfume ,clothes or makup commercials, they think if such a famous brand employed this model to advertise its product , they should be necessarily so perfect. And to be beautiful, they should just look like her. c) Beautiful is to be Young: Sexy women are frequently seen in all types of advertisements. As sex sells every thing, advertisers employ attractive women posed in provocative way to buy products. But before beauty, models should be of course young women, the age is so important to advertise especially for feminine products .Beauty is so related to youth, this what advertisers promote. This idea can deeply harm the female audience. Every woman that gets over 30 or 35 will consider herself as an ugly woman that can not be seen as beautiful in a way or another. A woman may think that way due to the fact that the message excessively sent to the audience generalizes the idea even if is totally wrong, it makes everybody believe it even though it is illogical. It is so clear then that advertisers promote their own opinions and ideas and seek to standardize people ¿Ã‚ ½s mind in a way that serves them and convinces consumers to purchase what is advertised. 2. Stereotypes Against Women in TV Advertisements and its Impact on Society: 2.1 Women ¿Ã‚ ½s Body Dissatisfaction: Today, TV advertisement is a common way by which a company promotes its products. Thin and beautiful models or celebrities are the main image that companies relies on to attract the audience. In fact, this repeated image of the same physical characteristics of models create on women a feeling of dissatisfaction .They automatically tend to overestimate their bodies sizes in order to look like what they always see in ads. This causes them many serious problems. a) Eating Disorders: Eating disorders is eating more or less than the body needs. It is caused usually by psychological problems like anorexia nervosa and bulimia nervosa which are characterized by a disturbance of eating behavior. The first involves  ¿Ã‚ ½rejection of food ¿Ã‚ ½ while the second involves  ¿Ã‚ ½pursing ¿Ã‚ ½ after eating. Women mostly influenced by these disorders. In fact advertisement has a noticeable role in causing these troubles. After watching TV commercials that standardizes the conception of beauty, women would feel dissatisfied with their bodies shape. According to the researchers Harrison and Canter  ¿Ã‚ ½disordered eating symptomlogy and encompass related variables such as body dissatisfaction, drive for thinness, perfection, and ineffectiveness ¿Ã‚ ½ (Cohen, Sara2006). In advertisements, the portrayal of  ¿Ã‚ ½super-slim ¿Ã‚ ½ females is considered as more fashionable, desirable and attractive. Many researchers confirm that exposure to ideal-body images could increase eating disorders in two ways. First  ¿Ã‚ ½exposure could lead to internalizing the ideal-body stereotype ¿Ã‚ ½ (Harbin Channel,2011), which causes an excessive dieting in order to attain the internalized ideal. Second, exposure to thin-ideal could promote  ¿Ã‚ ½social comparison ¿Ã‚ ½, which engenders intense dieting as a means of seeking to meet  ¿Ã‚ ½external standards. ¿Ã‚ ½ b) Low Self-esteem: After watching super models in advertisements, women tend to compare themselves with models shown in commercials. This comparison makes them dissatisfied with the way they look especially those who already have negative impression about their bodies.  ¿Ã‚ ½Women who already have low opinions of their physical appearance are at an even greater risk for negative effects from media images ¿Ã‚ ½, says Bessonoff a professor in the Psychological Department in the University of Connecticut who has more than 7 years in the fields of social comparison, body image, and women in the media. Moreover, TV commercials show also unrealistic images with many modifications.  ¿Ã‚ ½Viewing television commercials containing images of the unrealistic thin-ideal for women caused adolescent girls to feel less confident, and more dissatisfied with their weight and appearances ¿Ã‚ ½(Dittmar Helega,2011). Women evaluate their own attitudes, abilities, and beliefs among others and they are not satisfied with their appearance which is more judged by themselves than by others.  ¿Ã‚ ½Comparisons interested on appearance commonly are upward, which means that a woman compares herself to others who are more attractive and better in order to find out the standard of excellence. This upward comparison is related to  ¿Ã‚ ½body dissatisfaction disordered eating, decreased self-confidence, depression, and anxiety ¿Ã‚ ½ (Cohen, Sara ,2006). c) The Need to be Perfect: The pressure of exposure in today ¿Ã‚ ½s life leads to dangerous effects on women ¿Ã‚ ½s body. Exposure, in which the ideal body image is portrayed, will make women unhappy and dissatisfied with their body shape, especially when they watch thin models, who advertise new fashion designs, so they feel the need to be perfect like them. Thin body images of such models and actress have been getting thinner and thinner over the past 40 years. They are wearing very small sizes 1and 0 which make women attempt impossible standards in order to be beautiful and perfect. As a result, cosmetic surgeries are very popular today. Many medical professionals confirm that the rising of cosmetic surgery is due to the rising accessibility to television programs. Thus, women become dissatisfied, worried, and obsessed with their appearance, and they turned to be only concerned about looking for cosmetics and advertised products that promised to offer them solutions. It is clear then why advertisers see k to make women feel unsatisfied and unhappy with their looks. 2.2 Stereotypes Against Women in Tv Advertisement and its Effects on Men: Nowadays, we are excessively exposed to advertisements in every single moment because of the well developed techniques used. Woman ¿Ã‚ ½s image is always the essential part in TV ads. This has a big influence on the audience. a) The Influence of Sexy Images on Men: Advertisements that contain plenty of sexy bodies may affect the audience and shape their ideas about women. A sexy ad in which a woman wears a bikini gets the attention of men. A research done by Susan Fiske, a professor of psychology at Princeton University, shows that  ¿Ã‚ ½in men ,the brain areas are associated with handling tools and the intention to perform actions light up when viewing images of women in bikinis ¿Ã‚ ½(Landau,Elizabeth,2010). Another research uses  ¿Ã‚ ½brain scans ¿Ã‚ ½ to show that when we see images of sexy bodies  ¿Ã‚ ½an activity increased in a part of the brain called the premotor cortex, which is involved in taking actions ¿Ã‚ ½ (Lan, 2011). Moreover, these sexy images portrayed in TV ads tend to increase the sexual appetite of men. According to the authors Bram Van den Bergh, Siegfried Dewitt, and Luk Warlop,  ¿Ã‚ ½the desire for immediate rewards increased in men who touched bras, looked at pictures of beautiful women, or watched video cl ips of young women in bikinis running through a park ¿Ã‚ ½ ( Science Daily,2008). b) The Influence of Models on Men ¿Ã‚ ½s Desire and Want towards Their Wives: As models are portrayed in different and frequent ads in their stereotyped manner, men are influenced by their bodies ¿Ã‚ ½ attractiveness and they want their wives to become like these models. Men are attracted by young women with  ¿Ã‚ ½small lower part of face with full lips, high cheek bones and long neck, large eyes and small nose ¿Ã‚ ½ (Men know what they want, 2011). c) Male ¿Ã‚ ½s gaze: According to Jonathan Schroeder,  ¿Ã‚ ½to gaze implies more than to look at-it signifies a psychological relationship of power, in which the gazer is superior to the object of the gaze ¿Ã‚ ½ (Chandler, Daniel,2011). The male ¿Ã‚ ½s gaze is the way how a man considers a woman. As TV ads are plenty of sexy women employed by advertisers to sell products  ¿Ã‚ ½the idea being that if you buy what they are selling you will get the girl ¿Ã‚ ½ (Abgond, 2011). In this picture of Channel advertisement, Nicole Kidman appears in such a way  ¿Ã‚ ½looking straightly into the eyes of the viewer ¿Ã‚ ½ (Lowen Linda, 2010). This advertisement is directed to men, Mulvey explains  ¿Ã‚ ½males may believe that buying this product as a gift for a woman might make her look like the model in the advertisement  ¿Ã‚ ½, also using this perfume could change the way people look at you ¿Ã‚ ½Ã‚ ¿Ã‚ ½ (Lowen Linda, 2010). Figure 6: An American actress in Channel ad 2.3 Stereotypes against Women in TV Advertisement and its Effects on Children: Television continues to represent women in highly stereotyped manner in order to influence viewers and specifically children who are easily affected. a) Stereotyping: In TV ads, women are portrayed in different ways. These images have an influence on children ¿Ã‚ ½s attitudes and beliefs. Children who watch female characters as  ¿Ã‚ ½passive, indecisive, and subordinate to men, and who see this reinforced by their environment, will likely believe that this is the appropriate way for females to behave ¿Ã‚ ½ (Witt, 2011). Furthermore, children after viewing female characters in advertisements, have difficulties to distinguish fantasy from reality  ¿Ã‚ ½Television characters are often exaggerated stereotypes that can distort children ¿Ã‚ ½s expectations of people in day-to-day life ¿Ã‚ ½ (Raizada,Parul, 2009). Moreover, women have a sex-role in TV ads and it leads to a harmful effect on children ¿Ã‚ ½s minds as they keep thinking about these sexual ads, young girls may feel inferior compared to this artificial beauty which may result in depression and underestimation of themselves. b) Violence against Women in Ads Influences Children Behavior: After watching TV ads involving violence against women, children may have aggressive thoughts which leads them to use violence against their sisters and even against their mothers. According to the psychologists Craig Anderson and Brad Bushman  ¿Ã‚ ½violent cognition may start a process that reinforces kid ¿Ã‚ ½s aggressive knowledge and makes them more likely to engage in aggressive acts ¿Ã‚ ½ (Science Daily, 2008). Moreover, when kids watch aggressive actions in TV ads, this may raise the risk and the aggressive tendencies children have ¿Ã‚ ½. The two psychologists confirm that when you let your children watch violent ads  ¿Ã‚ ½you are allowing your kids to have higher potential to engage in this activity and it puts them at a higher risk because they become desensitized to violence ¿Ã‚ ½. Due to the presence of violence used by males against women in TV advertisements, children are primarily influenced by these sights and that males are always superior to females. Cons equently, very terrible images are built in children ¿Ã‚ ½s memories which are based on gender inequity and violence. c) Women ¿Ã‚ ½s Tobacco Ads and its Impact on Children Behavior: Women are present in many tobacco advertisement which has a psychological effects on children. Tobacco advertisers use different techniques when advertising cigarettes. Their convincing tools influence many children and push them to consume tobacco products. In fact, celebrities shown in tobacco ads are a very important mean to convince children that tobacco is a sign of luxury and sophistication. Many famous tobacco companies tend to use this technique such as Winston, Virginia Slims, Salem and Marlboro. This picture shows a well known American singer with a tall cigarettes. Figure 7: An American singer in tobacco ad We all know that young people are more influenced by stars behavior .This is a deliberate message for children and adolescent to buy cigarette. Indeed, advertisers do not care about how harmful their product is, they only tend to enlarge their consumer base. * Questionnaire A: * Question 1: -How old are you? The sample analyzed