Animal Farm Political Speech Assignment

I once remained close to every one of you, helped and instructed all of you how to cultivate, how to peruse and compose. I was submitted in those days. I thought of all the various plans that profited the Animal Farm, for example, the windmill. Until a couple of months after the fact after the insubordination, Napoleon who had consistently restricted me, got Jealous. Along these lines, he pursued me out with those puzzled mutts, took my arrangements for the windmill, censured me for everything, and debased Minimalism as he took all out control ever the farm.Before my removal, all of you saw me drawing and arranging out everything about the windmill, planning to assist all the animals by having less work to be finished. At that point, I was pursued out, and I wasn't acknowledged for all my difficult work that I was committed in. Rather, Napoleon took my credits and even considered me a cheat for taking â€Å"his† plans and a â€Å"traitor† who was aligned with our advers ary, Mr.. Jones. How might he think of such an arrangement and claim to contradict it?Let us state that If I truly did took the plans, he boisterous of put me lawfully being investigated, rather than utilizing those untamed mutts to follow me, and nearly ended my life. After Napoleon ousted me, I was unable to try and get close to the homestead since the mutts were caution of me. With respect to the windmill that night, It was a direct result of a tempest. Simply consider it, how might it be workable for a pig like me to move a colossal bolder, how could have I even push and obliterate it. Simply think for a second for all the details.It took all of you and the help of Boxer to gradually lift up a stone and you anticipate that me should move it in he dull, and devastate the entirety of your difficult work? Please Comrades! I know all of you doubted reality when you previously heard the news. All of you had been programmed by Squealer, who could convince and confound individuals to a ccept that dark is taint white. After I was gone, Napoleon grabbed hold of all the force, and utilized it unreasonably, ruining our Minimalism. To begin with, he changed and ignored the â€Å"original† Seven Commandments.He disrupted the norm that expressed, † All creatures are equal,† He revealed to you al that taking a shot at Sunday evenings â€Å"was carefully intentional, however any creature who absented himself from it would have his proportions decreased significantly. † He appeared to offer a decision, yet who might need to go hungry when they don't have enough nourishment for themselves at the present time. All of you had returned to those hopeless lives under Mr.. Jones. Look carefully, all of you will understand that the existence right presently is the same as the past one, or maybe, just worse.Napoleon additionally broke the 6th rule, which expressed â€Å"No creature will execute another animal†. Be that as it may, see with yourselves own eyes, did he truly follow this edict? In spite of the fact that it appears as though he followed the guidelines, however he didn't go over a procedure to lawfully rebuff creatures, rather he utilized position and capacity to murder or execute different creatures who contradict them or conflicted with them. Isn't this fundamentally equivalent to murdering other creature? Friends, investigate intently at all the things that are occurring around all of you, utilize your rationale and consider the truth.Do all of you truly feel that I am the person who Is conflicting with our Minimalism? All of you know how I esteem our uniformities and how I esteem the treatment we get. It ought to be the force, authority, and the advantages for himself. Does he truly think about the prosperity of all of you? He just cares the amount you add to the ranch, and how he can misuse all of you. You should all confide in me and go under my insurance. We should all consolidate and dissident, to indeed step back on to the street that prompts our fantasy society, our Animal Farm that we as a whole yearned for.

Computer Security essays

PC Security articles PC security individuals fundamentally ensure PCs, systems, and so on from programmers, infections, and that's only the tip of the iceberg. Until around 2 or 3 years prior, PC security wasnt required without a doubt. At that point things like the Melissa infection, the Microsoft break-in caused individuals to understand that they required security. Interestingly, programmers, similar to individuals that broke into Microsoft, are the individuals that are best at PC security. A great many people imagine that programmers are simply individuals that need to destroy your PC, yet genuine programmers break into frameworks since they need to perceive what they can do, at that point they may leave a message on the casualties PC, however that is it. Along these lines, the PC security individuals shield from those different programmers that need to destroy people groups PCs. ... <!

5 Personal Loans With Easy Approval (And Why That Can Be a Bad Thing)

5 Personal Loans With Easy Approval (And Why That Can Be a Bad Thing) 5 Personal Loans With Easy Approval (And Why That Can Be a Bad Thing) 5 Personal Loans With Easy Approval (And Why That Can Be a Bad Thing)While there are many great bad credit loans that come with easy approval, there are even more out there that are not so great.The fun thing about harrowing financial emergencies is … nothing. There is absolutely nothing fun about them at all. Even for people who have money in savings, the stress of an unexpected car repair or medical bill can send them into fits. And for people who have no money in savings and/or a bad credit score, that surprise bill could put their finances in serious jeopardy.When you need money to pay one of these bills, you don’t want to spend days going through an elaborate application process for a personal loanâ€"especially when you’re pretty sure you’ll be rejected anyway. You need money and you need it now, which means that you need a loan with easy approval … right?Not so fast. Easy approval can be great, but it’s not everything. In fact, many of the loans that come with the easiest approval processes are the ones you should be working the hardest to avoid. Before you start submitting applications for an online loan, or dashing down the street to your neighborhood payday lender, learn more about the pros and cons of “easy approval” loans.1. Payday LoansWhen you think “bad credit loan,” what you’re probably picturing is something like a payday loan. These are small short-term loans, with an average term of only two weeks and an average loan amount of a few hundred dollars. The idea behind a payday loan is that the borrower is only borrowing money to “tide them over” until their next payday. The reality, however, is very different.Payday loans are designed to be paid back all at once, a feature that is often referred to as “lump-sum repayment.” Coupled with annual percentage rates (APRs) that average just under 400 percent, and it’s easy to understand why many payday loan customers have trouble paying their loans back on-time. The more difficulty they encounter, the higher the cost of borrowing becomes.When a person is unable to pay back their payday loan on time, they will often do one of the two things: Either they’ll roll over the loan, extending the due date in exchange for additional interest, or they’ll “reborrow” the loan, taking out another loan after the original is paid off in order to cover to additional expenses. Doing this too often can leave borrowers trapped in a recurring cycle of debt from which its difficult to escape.Payday loans are very easy to secure, which makes them popular with people whose poor credit scores lock them out from traditional lenders. For the most part, all a person needs is a bank account and a valid ID. Some lenders will even loan you money on a prepaid debit card.Unfortunately, the ease with which these loans can get approved points to the additional troubles that youll encounter down the line.2. Cash Advance LoansThe term “cash advance” is a very generic one, which can make pinning down these loans a bit tricky. For the most part, if you see a storefront or an online lender advertising cash advance loans, what they’re likely offering is a payday loan. They’re offering to “advance” you cash that will be repaid with your next paycheck. For more information on the dangers of payday loans, check out the section above.The other kind of “cash advance” you’ll see is a credit card cash advance. This is where you use your credit card to get cash, with the amount you withdraw being added to your balance. The APRs for cash advances are usually much higher than the APR for standard credit card transactions, and they don’t come with any kind of interest-free grace period, meaning that the balance starts accumulating interest the second it’s added to your card.However, those APR’s are far lower than the average APR for a payday loan. (Credit card cash advances often carry an APR in the mid-to-high 20’s versus nearly 400 percent for payday loans.) And while maxing out your card with cash advances is not something that anyone would advise, itll still probably be better than taking out a high-interest payday or title loan.Credit card cash advances don’t require any sort of approval, so just be careful you use them sparinglyâ€"if at all.3. Title LoansWhile payday and cash advance loans are both “unsecured” loansâ€"meaning that they do not require collateral in order to be securedâ€"title loans are the opposite. They’re secured by the title to the owner’s car or truck; that’s how they got their name. The main requirement for taking out a title loan is that you own your vehicle free and clear.Title loans are another type of short-term loan, with average repayment terms that are only a month long. They also let you borrow more money than you’d be able to get from a payday loanâ€"though it’s only going to be a fraction of what your car is actually worth. Title loans have an average interest rate of 25 percent, which may seem reasonable, but translates to an APR of 300 percent.Title loans suffer from a problem that’s similar to payday loans; they carry lump-sum repayment terms that are very difficult for borrowers to repay on time. By extending their loan termsâ€"usually in return for paying only the interest owedâ€"borrowers can prevent the loan from going into default, but they can also rack up thousands and thousands of dollars in extra interest fees in the process.And if the borrower ends up going into default, well, that means that they sacrifice their collateral. Their car will be repossessed so that the lender can sell it in order to make a profit. In some states, these lenders don’t even have to return any extra funds that they make through the sale. According to a study from the Consumer Financial Protection Bureau (CFPB), one in five title loans ends in repossession.4. Pawn Shop LoansYou’re probably familiar with pawn shops. These are stores where you bring in your home valuables and then “pawn” them in return for money. What this actually means is that you use them as collateral to secure a small-dollar loan. If the loan isn’t repaidâ€"with interestâ€"by the end of the loan term, then the pawn shop gets to sell your stuff.Due to the lesser value of the items involved, most pawn shop loans come with principals similar to those of payday loansâ€"in the range of a few hundred dollars. Obviously, the more valuable the item you bring in, the more money you will be able to borrow. And while losing the item probably won’t have the same negative impact on your life as losing a car might (which gives them a leg up on title loans), the sentimental value might be much higher than the retail.The interest rates on pawn shop loans can vary wildly depending on where you live, with averages between 15 and 240 percent. Generally speaking, it’s likely that a pawn shop loan will be much cheaper than a payday loan but more expensive than a credit card cash advance. But while pawn shop loans might be safer than payday or title loans, you still risk losing your valuables all for the privilege of borrowing … not a lot of money.Besides, there are better options available.5. Installment LoansOut of all the “easy approval” loans for bad credit that you can find out there, these ones are likely to be the best fit. Unlike their other bad credit brethren, installment loans are designed to be paid back in a series of regular payments. This means you don’t have to pay the whole thing back at once, which many find helpful.Interest rates for installment loans vary, but there are many you can find that come with significantly cheaper rates than payday, title, or cash advance loans. If an installment loan is amortizing (which it should be), then every payment you make goes towards both the interest and the principal loan amount.This makes it less likely that you’ll get trapped in a predatory cycle of debt, which relies on the bor rower only paying off the interest owed, not the principal. Plus, paying back your loan early could even save you money overall. This is something that doesn’t hold true for most payday and title lenders, who charge interest as a flat rate.Most bad credit installment loans do come with a fairly easy approval processâ€"especially compared to loans from traditional lenders like banksâ€"but you should try and aim for lenders whose standards are slightly higher than your average payday loan storefront.Determining a borrower’s ability to repay and running a soft credit check on their background (which won’t affect your credit score) means that the lender is seriously considering whether you can afford your loan. This likely means lower rates (the result of lower default rates), and it also means that you will be better able to afford your loan.Just make sure you do your research.Installment loans (and the lenders who issue them) are by no means perfect. Always do your research befo re working with any lender with easy approval and zero hard credit checks (research that should extend to your own finances). Check customer reviews and the company’s Better Business Bureau (BBB) before signing your loan agreement.Even better, see if they report payment information to the three major credit bureausâ€"Experian, TransUnion, and Equifax. This is something that very few no credit check lenders do, but it could end up making a big difference in your score. If you choose the right bad credit installment loanâ€"and make all your payments on timeâ€"it’ll do more than just bail out your finances in the present. It’ll help you build a brighter financial future.And if you really want to do your finances a favor, then skip the need for bad credit loans altogether by building an emergency fund. To learn more about saving money, check out these related posts and articles from OppLoans:8 Ways To Save Money Today, Tomorrow and Every Day After4 Simple Ways to Save Money on You r Grocery Billâ€"While Still Eating Healthy!8 Handy Tips for Road Tripping on the Cheap50 Places That Will Give You Free Stuff on Your BirthdayWhats your experience been with easy approval loans? We want to hear from you! You can find us  on  Facebook  and  Twitter.

Human Trafficking Modern Form Of Slavery - 1252 Words

Human trafficking modern form of slavery Human trafficking is the modern day equivalent of slavery and must be recognized as such by the society if this transnational crime has to be knocked out. We all know what labor trafficking is â€Å"its everywhere but still nowhere†. Labor trafficking or forced labor, describes the practice of using fear, coercion or deceit to force an individual to work in return for a bare level of survival, allowing the perpetrator to profit from the situation. It’s shocking that we are still unaware of the fact that it has become one of the worlds third largest criminal industries bringing annual revenue of almost 32 billion dollars. This industry takes advantage of innocent people through slavery, organ trade, sexual exploitation and forced labor, but nothing drives the passion and stirs the emotion, especially in the United States, more than the horrendous stories of modern-day human slavery. Whether sexual, domestic, or labor, the terror and horror that human trafficking victims have endured defies the scope of our sensitivities. Most who work in human service fields have heard many stories of these survivors. We have heard of the dedication of the practitioners and law enforcement officers who are involved in the apprehending, and prosecution of offenders, and advocate for victims in these very complex cases. To realize that this may be happening in our own towns and neighborhoods, invisible to us as we go about our daily comfortable lives.Show MoreRelatedHuman Trafficking Is A Form Of Modern Slavery906 Words   |  4 Pages Human Trafficking Have you ever heard about human trafficking? Some people would say that human trafficking is no more in this world because now everyone become educated they themselves became victim. Others would say that human trafficking is illegal business, human being sale human being. Even I did not believe that human trafficking was here in the United States, but human trafficking was all over the world. â€Å"Trafficking in human beings is a dressing phenomenonRead MoreHuman Trafficking Is A Modern Form Of Slavery2527 Words   |  11 Pages Human Trafficking is one of the 3 largest criminal industries that take advantage of victims through slavery, organ trade, sexual exploitation and forced labor. Usually a victim is legally transferred to another country so that the people of this crime are benefited financially. Human Trafficking has become a modern form of slavery. When people hears the word ‘slavery,’ it is a harsh reality for many people who finds themselves boug ht and sold like objects, and treated with no dignity. Human TraffickingRead MoreHuman Trafficking : A Form Of Modern Slavery1601 Words   |  7 PagesHuman trafficking, or the offering and purchasing of individual, is a well-shrouded yet noticeable issue inside of today s general public. It is both a corrupt and awful theme that needs conveyed to consideration and managed. At the point when people are controlled into work, sexual bondage, or monetary hardship, human trafficking is happening. Human trafficking transpires to be a highly committed crime thats, perpetrated throughout the world, affecting women and children that being put throughRead MoreHuman Trafficking : A Modern Form Of Slavery924 Words   |  4 Pages PRESENT HUMAN SLAVERY ISN’T JUST ABOUT SEX TRAFFICKING, UP TO 27 MILLION PEOPLE ARE FORCED INTO LABOR IN THE GLOBAL ECONOMY, FROM TOMATOES TO ELECTRONICS TO AMERICAN MILITARY CONTRACTING IN PLACES LIKE IRAQ. AS AMERICANS THINK ABOUT HUMAN TRAFFICKING, THEY ARE INCLINED TO THINK ABOUT SEXUAL SLAVERY. IN FACT THE ACTUAL STORIES OF GIRLS SOLD OFF TO BROTHELS OR TRICKED INTO TAKING PART INTO PROSTITUTION BY GANGSTERS IS GREAT FEED FOR JOURNALISTS. THIS APPEALS TO A CERTAIN TYPE OF CELEB COMMITMENT THATRead MoreHuman Trafficking Is A Form Of Modern Slavery937 Words   |  4 Pagesâ€Å"Human slavery is a robust, multi-billion dollar industry- only drugs and weapon dealing are more profitable,† said Dr. Noel Busch-Armendariz. Human trafficking is expected to have generated 32 Billion US dollars (â€Å"Factsheet†). Abducting humans into forced labor of any kind that generates this much money is absurd. Slavery has been illegal since 1865, however human trafficking is growing rapidly in the United States because of crime, poverty, and gangs. Human trafficking isn’t a well-known crimeRead MoreHuman Trafficking Is A Modern Form Of Slavery2288 Words   |  10 PagesThe rate of human trafficking in Uzbekistan has skyrocketed in the past few years and in order to stop sex slavery and unpaid labor throughout Central Asia, the government must step in by detaining the people responsible for trading laborers, as well as educate people more so that they do not become victims. Uzbekistan’s government also needs to arrest those buying people as slaves and shut down hidden infrastructure used purely for the trading of laborers and those forced into prostitution. PeopleRead MoreHuman Trafficking Is The Modern Form Of Slavery1631 Words   |  7 PagesHuman trafficking is the modern form of slavery, with illegal smuggling and trading of people, for forced labor or sexual exploitation. Trafficking is officially defined as the recruitment, transportation, transfer, harboring, or receipt of persons by means of coercion, ab duction, fraud, deception, or abuse of power of a position of vulnerability for the purpose of exploitation. (â€Å"dictionary.com†) Human trafficking is not equivalent with forced migration or smuggling. In the U.S., human traffickingRead MoreHuman Trafficking And Trafficking : A Modern Day Form Of Slavery Essay1068 Words   |  5 PagesHuman smuggling and trafficking: Did you know that women make up 66% of the worldwide trafficking victims? The victim is usually aged 8-18, and some are as young as 4 or 5. Human trafficking and smuggling is becoming the world’s largest crime in the world. People that are caught up in these horrible crimes either end up in jail if caught, or dead. Trafficking is a compared to a modern-day form of slavery as it involves the exploitation of unwilling people through force. Karla Jacinto was one ofRead MoreHuman Trafficking Is Defined As A Form Of Modern Slavery Essay1563 Words   |  7 Pages1. According to the Department of Homeland Security, human trafficking is defined as a form of modern slavery, in which victims are often either forced, coerced, or fooled by false promises for the purposes of labor or sexual exploitation (citation). Human trafficking has continued to flourish in the 21st century due largely to globalization, natural disasters and crises, and the lack of a united effort to address this iss ue. Globalization has enabled traffickers to contact interested parties worldwideRead MoreHuman Trafficking Is A Modern Day Form Of Slavery1393 Words   |  6 PagesDo you know what human trafficking is? Well, human trafficking is just another name for modern slavery.   Different medias, like television shows and movies, make it look like human trafficking only happens in foreign countries or to foreign citizens.   That however, is dangerously untrue.   It is one of the biggest crime industries in America, behind drug and arms dealing.   It’s happening right in our backyard, human trafficking is extremely prevalent in big American cities and states with international

Education Is The Real Importance Of Education - 1562 Words

Growing up as a child, I never really understood the real importance of education, whether it was because of my ignorance as a child or because I needed to realize on my own just how important education is for me. All I knew that it was important, like brushing your teeth every day and showering. I knew it was a place that I had to go every day to get smart and as I got older I slowly started to learn education was important if I wanted to have a career. Depending on the person he or she will find their own interpretation of what education is and there is no specific age an individual figures out their own special meaning. When the topic of education is brought up to me, I now have realized not only the obvious statement of how important†¦show more content†¦As a child, I was never at the top of the class, but I was not at the bottom. I was an average student, my issue is that I was very lazy and did not practice the skills I was being taught consistently. I had the ability to pick things up very fast, but I never used that skill to my advantage. I would never reach the next step of whatever was taught because I did not practice at home; I did the bare minimum, which was simply doing the homework, thus I was never the top student and cheated myself from gaining more knowledge. The problem with me was that school was not so appealing to me, I enjoyed some of the fun, learning activities that my teachers would do once in a while, but the problem was they did not have the sufficient time to always conduct fun activities that some students need in order for them to stay engaged and it did not help that I m a boy and love to play sports and was only looking forward to recess and PE because I was able to play. Even with that, I was able to come away with slightly above average grades throughout elementary. When I attended middle school, I started to take school slightly more seriously, my motivation, unfortunately, because I had figured out what education me ant to me, but simply because my parents said I needed to have good grades in order to play basketball for the school. The GPA requirement for the school was 2.0, which I explained to myShow MoreRelatedInâ€Å"Are Too Many People Going To College?†, The Author,1239 Words   |  5 Pagesundergraduate degree, diminishes the importance of a college B.A., and claims that more people should consider providing goods and services rather than pursuing more advanced careers. He begins by outlining the importance of â€Å"core knowledge† being taught at a younger age in order to provide students with â€Å"cultural literacy† in American history and literature. After addressing a basis of education, he continues to discuss the importance of a liberal arts education over a â€Å"brick-and-mortar campus†. InRead MoreLessons From The Assembly Line By Andrew Braaksma890 Words   |  4 Pagesarticle named â€Å"Some Lessons from the Assembly Line† by Andrew Braa ksma throws light on the importance of higher education by illustrating his real life experiences from his summer internship in a factory where he worked as a blue collar employee and learned that blue collar job has lots of disadvantages and is uncertain although it pays well. To reiterate, the author has emphasized on the importance of higher education and how his summer internship as a blue collar employee taught him various valuable lessonsRead MoreEssay on Comparing the Republic to the Modern Society831 Words   |  4 Pagesworld today. One of the most important things that Plato stresses is the importance of education. Without education of the masses, democracy would cease to exist. When Plato was forming his ideal society, he stressed the importance of education for several reasons. Most importantly, educating citizens led to a peaceful, well-run republic. For Plato, education was not about information intake and data storage. Rather, education was drawing out the knowledge that was already in the student. He said thatRead MoreWorking Experience Is More Important Than Education1442 Words   |  6 PagesWorking Experience is More Important than Education Its been a question that society has debated for a long time. Does education or work experience provide the most benefits and therefore hold more importance for children and society as a whole? Many people believe that its the most important for children to spend time becoming highly educated so that they can obtain great jobs. Others believe that children and adults should gain work experience instead because this will lead to better jobs. BothRead MorePlato Education Reform Essay1574 Words   |  7 Pagesthat â€Å"education is the craft concerned with..turning around and with how the soul can most easily and effectively be made to do it† (Plato 190). In this paper, I will propose Plato’s reform for the American education system through analyzing his account of education, the nature and different kinds of education using the allegory of the cave, its correlation to kallipolis, the nature of the soul, and his metaphysical theory of forms. I shall argue that Plato woul d propose the American education systemRead MoreEducation And Liberal Arts Education1253 Words   |  6 PagesA study in general education (liberal arts) affects different aspects of my development both physically and mentally. A liberal arts education has shaped the form I conceive and return over individual circumstances. After attending class and reading all the benefits of a liberal arts education it has shaped the direction I held regarding a Liberal Arts education. A liberal arts education has shifted the way I study and the process I go about completing my school work. Furthermore, from the mannerRead MoreIdealism And Its Impact On Education1668 Words   |  7 Pagesphilosophy thrives on logical thinking, a liberal education approach with consequently focusing on theory first ,practice later. The constant effort plus strive that students must accomplish to achieve perfection in reading, writing, speaking and listening is the reason why idealism is paradoxical. Idealism do es not take into consideration the constantly changing variables that occur. When I took the self-evaluation reflection of my philosophy of education survey, the progressivism score was a scoreRead MoreEducation Plays An Important Role In Sh1412 Words   |  6 Pagesï » ¿Education plays an important role in shaping an individual’s career. The level of education helps people to earn recognition and respect in the society. Undoubtedly education is both socially personally an indispensible part of human life. However the inequalities in the standards of education are still a major issue that needs to be solved as early as it could be. The importance of education is our life cannot be ignored at any cost. Education is the only way to get knowledge. For instance, youRead MoreThe Education Of Children By Michel De Montaigne1081 Words   |  5 PagesToday’s education is largely based on memorization and conforming students to not have their own thoughts. However in Michel de Montaigne’s ideas On the Education of Children, he critiques the way the education system is today. Montaigne argues that children should apply their education to their own life, rather than memorization and reciting the information. Montaigne’s ideal of education of children guides today’s education at all two levels by using his idea of application rather than memorizationRead MoreAnnotated Bibliography Ni Technology Education781 Words   |  4 PagesAnnotated Bibliography: Trends in Technology Education by Sacha Richards October 14, 2016 Originality Score: Three trends I have noticed in the Education realm of Technology are Project Based Learning, Data Informed Decisions and World-Class Standards and Personalized Professional Development. In defining Project Based Learning, this occurs where students are involved in identifying and solving a problem in and out of the classroom. Data Informed Decisions occurs where data is used to drive curriculum-based

The Most Recognized Language Architecture Essay Free Essays

The resurgence of the most accepted linguistic communication of Baroque and Renaissance Architecture has been illustrated through some of the major public edifices in the United States. The twentieth century has marked architectural significance in following classical rules with modern attempts. Rockefeller Center is one of the twentieth century ‘s most successful architectural accomplishments. We will write a custom essay sample on The Most Recognized Language Architecture Essay or any similar topic only for you Order Now The success of this major edifice has been translated as the symbol for the new city, the image of the dream for a healthy and compassionate urban hereafter [ 1 ] . The procedure driving the development of Rockefeller Center works in the mode in which the modernistic manner is woven into the ideological and historical cloth of its clip [ 2 ] . The undertaking had begun as a existent estate development predicated on the Metropolitan Opera Company ‘s desire for a resettled new auditorium [ 3 ] . After the stock market clang of 1929, the Metropolitan Opera Company decided non to make a new place there [ 4 ] . Despite the thick of the depression ongoing, the Rockefeller Center was a undertaking developed by John D. Rockefeller. The undertaking was carried through completion with some concern ; nevertheless even with guess the centre has changed the face of midtown Manhattan. The centre ‘s monumentality marks one of the most dynamic infinites in New York City, and serves as a memorial to commerce every bit good as successful urban infinite. The thought behind the planning does non sum up to â€Å" a metropolis within a metropolis, † nevertheless it was a monumental fragment inserted into a metropolis grid [ 5 ] . Raymond M. Hood who was caput designer of the undertaking squad, was involved with the Beaux-Arts Institute of Design with the Architectural League in New York City. Around the same clip period that the Rockefeller undertaking was developing, the reverse skyscraper emerged as a powerful symbol of modern America [ 6 ] . There are recognizable assorted ways that Raymond M. Hood removes classical vocabulary to accomplish the skyscraper is shown through the distant connexion between Beaux-Arts and modernism in New York. The formality of the Beaux Arts planning was illustrated as axially oriented and ordered dominated most City beautiful design. Beaux Arts manner can be defined through arch and pediment doors, statuary, level roof, rusticated raised first narrative and classical inside informations and accents on order, self-respect and harmoniousness. At the terminal of World War I, this Beaux Arts manner started holding rivals among the modern and international manner architecture. The presence of the Ecole surveies revitalized a new mode with traditional preparation [ 7 ] . This undertaking incorporated landscape, metropolis planning, architecture and art at a degree that any other undertaking has yet to get the better of. The true sharpness of Rockefeller Center was read easy through the quality of its public infinite, which has contributed greatly to the strength of Mid-town Manhattan. The sarcasm is that the public infinites besides inaugurate the internalisation of public unfastened infinite that has come to qualify the American metropolis since the World War II [ 8 ] . This denationalization of public infinite has done so much to weaken the unity of the traditional street. The construct behind the public place did non belong to Hood ‘s original program [ 9 ] . Hood followed the thought that the tallness of urban towers should be accompanied by a addition in figure of streets, and the tallness of towers should be dictated by the sum of street frontage [ 10 ] . The urban gesture of the place represented the solid statement of metropolitianism, it was a public urban infinite every bit good a memorial. The urban planning development of the twentieth century has emerged out of City Beautiful Movement. The motion launched by Daniel Hudson Burnham evolved due to the metropolis ‘s shapelessness, as an attempt to better these metropoliss at that place was concern beyond the fa A ; ccedil ; ade but the quest for aesthetic paralleled with the hunt for functionality of a humane metropolis [ 11 ] . The planning of this composite was done in a really distinguishable mode, every arrangement and connexion was executed thoughtfully. Fifth Avenue entertained the low rise edifices because at the clip of planning, 5th avenue was a low rise street [ 12 ] . The nucleus of the composite is where the antecedently proposed opera house was suppose to be placed, so ideally that is where the design squad planned to put the largest office edifice. Surrounding the nucleus was the smaller office edifices, and stores offered on the street and belowground degree that would link prosaic to the new metro being built at 6th avenue [ 13 ] . The entry to the place begins at the expansive promenade. The promenade took dimensions of a traditional street breadths, so the Rockefeller Group took great attempts to developing this axis with fountains and gardens. The breadth of the promenade was significantly big, so the logic of puting landscape caused the visitant to go confidant with the Windowss of the stores, promoting concern [ 14 ] . The sequence of the program held a transitional quality yet sophisticated. The sequence at 5th avenue would convey one down a major promenade where all kinds of stores are located, taking to the deep-set place. The deep-set place today exists as a skating rink, but was intended to be a shopping place. The symbolism of the New York skyscraper of the 1920 ‘s does impart itself to American capitalist economy in its most active stage, so hence Rockefeller Center design purpose was to reconstruct that assurance after the stock market clang [ 15 ] . The head behind the design was lead by senior architect Raymond M. Hood. The planning involved the prosaic place, roof gardens and the centre succeeded in incorporating the ends of the American Renaissance but besides reshaping those ends to run into the challenge of European modernism [ 16 ] . Hoods architectural impact can be seen in the massing of the RCA edifice of the place. The RCA edifice was the first edifice to be erected for the Rockefeller place. The exterior vocabulary reflect the stripped classical linguistic communication similar but non indistinguishable to those of the News Building, but flatter, set uping monochromatic vocabulary with gray tones. The exterior refined fa A ; ccedil ; ade is clothed with limestone and a luminium spandril panels [ 17 ] . Hood developed on the sense of the signifier as a heavy mass. Austere explains this dumbness as â€Å" ..not so much like that of a mountain as the News Building appeared to be, but a prodigious domen ; non excavate or volumetric as the McGraw-Hill Building, but instead a huge drop upon which people might mount to secret metropoliss at the degree of rooftops. † Some would reason that regardless of Hood ‘s preparation, the Rockefeller undertaking has been removed from classicalism, while Vincent Scully has stated â€Å" the agreement is pure Beaux-Arts, a small impassive possibly, but axial, focussed and house, determining a shopping street with topographic points to sit and a little square in which it is possible to make something or to watch people making things † [ 18 ] . The program which is Gallic inspired has reflected the Beaux Arts planning. The entry of international edifice shows ornamentation of the traditional symbolic thought behind Rockefeller [ 19 ] . The decoration shows the expansive promenade being on axis with the decoration of wisdom, as shown in image 4.1. The Rockefeller ‘s had a great involvement in instruction and universe trade, therefore the decoration was given a outstanding arrangement in the composite. The involvement of universe trade is really apparent at the symbol represent Old and New Worl d, North and Southern Hemispheres. The clock at the top represents the Sun, the Sun is reflecting on quicksilver, the God of commercialism. On both sides of quicksilver are four elements ; air current, air, fire and Earth. Below quicksilver lies the symbol of engineering and industry [ 20 ] . Bordered on each side of engineering and industry are symbol of Old universe with a mosque, and the New universe image of Aztec and Mayan temple [ 21 ] . Underneath is the ship of geographic expedition, placed between the palace of Europe and the Americas. And below that is the images of four races stand foring the diverseness of the complex [ 22 ] . This ornamentation does non merely suggests a entry, but embraces the importance of the complex as a memorial and the symbolic rhythm the exists through the motion of the composite. As Dennis Sharp stated in Twentieth Century Architecture: A Ocular History, â€Å" †¦ Situated on a block that lies between New York ‘s busy 5th and 6th Avenues and 48th and 51st Streets, the development represents the apogee of pre-war skyscraper design and comprehensive planning. Public and private activities are brought together in the strategy and the whole design creates an ambiance that is a direct and positive part to urban life. The great RKO gesture image theater was the first edifice completed ( designed by the chief designers with Corbett, Harrison ) and MacMurray, Hood and Fouilhoux ) and opened in 1932. It seats over 3,500 frequenters and has a full phase. † [ 23 ] . The planning of the complex starts to include all degrees of complexnesss in which were successful solved. The issues of traffic, commercialism and prosaic volume were all considerations. The most dramatic component of the composite is the RCA edifice, the tallest edifice of the organisation and even though it is separated by a important distance from the place, th e continuum ne’er loses its connectivity to the composite. Work CITED Dolkart, Andrew. â€Å" The Architecture and Development of New York City. â€Å" Skyscraper City ( 2004 ) : n. pag. Web. 12 Dec 2009.. Balfour, Alan.Rockefeller Center. New York: McGraw-Hill, 1978. Print. Fletcher, Tom. â€Å" GE Building, originally RCA Building. † n. pag. Web. 12 Dec 2009.. Frampton, Kenneth.Modern Architecture. 4th. London: Thames A ; Hudson, 2007. 221. Print. Stuart, Jewel.Ely Jacques Kahn, Architect Beaux-Arts to modernism in New York. 1st. New York: W, W Norton A ; Company, 2006. 30. Print. Stern, Robert.Raymond M. Hood. New York: Rizzoli International, 1982. 15. Print. Sharp, Dennis.Twentieth Century Architecture A Visual History. Images Publishing, 2006. 257. Print. Hines, Thomas. â€Å" Architecture: The City Beautiful Movement. â€Å" Encyclopedia of Chicago. Chicago Historical Society. , 2005. Web.. Balfour, Alan.Rockefeller Center. New York: McGraw-Hill, 1978. Print. Frampton, Kenneth.Modern Architecture. 4th. London: Thames A ; Hudson, 2007. 220. Print. Frampton, Kenneth 220 Frampton, Kenneth 221 Stern, Robert.Raymond M. Hood. New York: Rizzoli International, 1982. 15. Print. Stern, Robert.Raymond M. Hood. New York: Rizzoli International, 1982. 15. Print. Stuart, Jewel.Ely Jacques Kahn, Architect Beaux-Arts to modernism in New York. 1st. New York: W, W Norton A ; Company, 2006. 30. Print. Stern, Robert.Raymond M. Hood. New York: Rizzoli International, 1982. 14. Print. Stern, Robert.Raymond M. Hood. New York: Rizzoli International, 1982. 15. Print. Stern, Robert 15 Hines, Thomas. â€Å" Architecture: The City Beautiful Movement. â€Å" Encyclopedia of Chicago. Chicago Historical Society. , 2005. Web.. Dolkart, Andrew. â€Å" The Architecture and Development of New York City. â€Å" Skyscraper City ( 2004 ) : n. pag. Web. 12 Dec 2009.. Dolkart, Andrew. â€Å" The Architecture and Development of New York City. â€Å" Skyscraper City ( 2004 ) : n. pag. Web. 12 Dec 2009.. Dolkart, Andrew 2 Stern, Robert.Raymond M. Hood. New York: Rizzoli International, 1982. 14. Print. Stern, Robert.Raymond M. Hood. New York: Rizzoli International, 1982. 14. Print. Fletcher, Tom. â€Å" GE Building, originally RCA Building. † n. pag. Web. 12 Dec 2009.. Stern, Robert.Raymond M. Hood. New York: Rizzoli International, 1982. 15. Print. Dolkart, Andrew. â€Å" The Architecture and Development of New York City. â€Å" Skyscraper City ( 2004 ) : n. pag. Web. 12 Dec 2009.. Dolkart, Andrew. â€Å" The Architecture and Development of New York City. â€Å" Skyscraper City ( 2004 ) : n. pag. Web. 12 Dec 2009.. Dolkart, Andrew 2 Dolkart, Andrew 3 Sharp, Dennis.Twentieth Century Architecture ; A Ocular History. Images Publishing, 2006. 257. Print. How to cite The Most Recognized Language Architecture Essay, Essay examples

What is Bimanual Coordination free essay sample

An examination of bimanual coordination and the suggestion that it is the result of a complex set of neurological events which can be enhanced under the proper learning conditions. In this paper the author takes an in-depth look at bimanual coordination and assess the extent to which hands can move in a synchronous manner and, conversely, the extent to which they can be uncoupled according to task demands. The author attempts to discover whether bimanual coordination is the product of learning or a physical process. From the paper: Human movement is composed of a large number of components, which include neurons, muscles, and joints. Past studies on bimanual coordination have revealed a general preference to move the limbs in a symmetrical fashion, also denoted as in the in-phase mode. Its counterpart, the asymmetrical or anti-phase mode, is performed with lower degrees of accuracy and stability. This tendency to activate the homologous muscle groups is referred to as the muscle grouping constraint (egocentric constraint). We will write a custom essay sample on What is Bimanual Coordination? or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page

Lab Report Gas Diffusion Essays

Lab Report Gas Diffusion Essays Lab Report Gas Diffusion Paper Lab Report Gas Diffusion Paper A lump of sugar added to a cup f black coffee eventually dissolves and then diffuses uniformly throughout the coffee. Perfume presents a pleasant fragrance which is imparted throughout the surrounding atmosphere. These are examples of mass transfer. Mass transfer plays a very important role in many industrial processes: the removal of pollutants from plant discharge streams by absorption, the striping of gases from wastewater, neutron diffusion within nuclear reactors, the diffusion of adsorbed substances within the pores of activated carbon, the rate of catcalled chemical and biological reactions, and air conditioning are typical examples.. Mass transfer takes place in either gas phase or liquid phase or in both cases simultaneously. When a liquid evaporates into a still gas, vapor is transferred from the surface to the bulk of gas as a result of the concentration gradient. This process continues until the gas is saturated and the concentration gradient is reduced to zero. In a still fluid or in a fluid flowing under streamline conditions in a direction of right angles to the concentration gradient, the transfer is affected by random motion of the molecules. Molecular diffusion or molecular transport can be defined as the transfer or movement of individual molecules wrought a fluid by means of the random, individual movements of the molecules. Whenever a particular molecule of this mixture diffuses, it must diffuse through other molecules; consequently, in almost every practical example there are at least two components present and possibly more. The molecular diffusion process is shown schematically in the below figure. A random path that molecule A might take in diffusing through B molecules from point (1) to (2) is shown. If there are a greater number of A molecules near point (1) than at (2), then, since molecules diffuse randomly in direction, more A molecules will diffuse from (1) o (2) than from (2) to (1). The net diffusion of A is from high-to-low concentration regions. Molecule A Molecule B Diffusion is explained in this experiment through the First Picks Law. The first Picks Law states that the molar diffusion flux of A in B at a certain direction (say Z), is proportional to the negative of the concentration gradient of A in that direction: [pica Molar diffusion flux is defined as the molar diffusion flow rate (nab) per cross sectional area unit of diffusion (L): [pica First Picks law is turned to an equation by introducing a coefficient named effusion coefficient of Main B or diffusivity of A in B, DAB: [pica] (1) where [pica is the molar flux of A in the z is the diffusion coefficient of A in B. Its dimension is LET-1 and thus the unit is mm/s, and [pica]is the concentration gradient in z direction. Equation (1) is applicable for only general cases. If the diffusion occurs for either one kind of molecules into a gas composed of molecules of the same mass velocity and free paths, the equation is incomplete. Since the rate of transfer of A in a mixture of two components, A and B, will be determined not only by the rate of diffusion of A, but also by the behavior of B, Picks Law can be presented in another form. The molar flow rate A per unit cross sectional area, due to molecular motion is given by: [pica (2) where AN is the molar rate of diffusion of A per unit area, DAB is the diffusion coefficient of A in B, CA is the molar concentration of A, y is the distance in the direction of diffusion. The corresponding rate of diffusion of B is given by: If the total pressure and the total molar concentration is constant, [pica and[pica] must be equal and opposite and therefore A and B tend to diffuse in opposite directions. In many processes B will neither remain stationary nor effuse at an equal and opposite molar rate of A. Exact calculations relating to this type of problems are difficult. If turbulent flow of fluid occurs, eddy diffusion takes place in addition to molecular diffusion and the rate of diffusion is increased as denoted below: [pica(4) where DE is eddy diffusivity. Its value increases if turbulence increases and is more difficult to evaluate than the molecular diffusivity. In the case where diffusion takes place in a stationary gas the rates of diffusion of A and B are given by: Applying the ideal gas law does this: where P is the systems pressure T is the systems temperature R is molar gas constant [pica (8) as concentration of substance, C is also equal to the ratio of mole, n of the substance to its volume, V . If a surface is introduced on which A is absorbed but B is not absorbed, a partial pressure gradient will be set up, causing A to diffuse towards and B away from the surface. Given this process to continue for a short interval, A will be absorbed at the surface and B will tend to diffuse away. Thus a total pressure gradient will be produced causing a bulk motion of A and B towards the surface, in addition to the transfer by diffusion. Since there is no net motion of B, the bulk rate or flow must exactly balance its transfer by diffusion. Thus the bulk rate of flow of B The bulk flow of B is accompanied by a bulk flow of A as below: Bulk flow of A = [pica The total rate of transfer of A is obtained by summing the transfers by diffusion and bulk flow. By adding equation (5) and (9), the total transfer, AN is given by: AN = [pica(5) + (9) = [pica] (10) This relation shown by equation (10) is known as Stefan Law. Integration of equation (10) between two positions denoted by suffixes 1 and 2 gives us the results as below: [pica] AN = (11) (12) 13) where the suffix m denotes the logarithmic mean value of the quantity at the positions 1 and 2. There are several ways by which the diffusion coefficient, D can be determined. In Winkle method, the liquid contained in a narrow diameter vertical tube which is maintained at a constant temperature and a vapor free gas, is passed through the top of the tube rapidly enough to ensure that the partial pressure of the vapor remains approximately zero (Figure 1). Gas Stream (Figure 1) The rate of mass transfer is given by: AN= [pica Where CA = the saturation concentration at the interface and L is the effective stance through which mass transfer is taking place. But considering the evaporation of the liquid. AN = [pica Where (L = the density of the liquid. Thus, Integrating and putting L = LO at t = 0, evaporation of the liquid, AN= [pica] [pica] Finally, the following equation is obtained: A graph of Chip] versus L-LO yields a straight line with gradient ,s= (pica and intercept of 0 3. METHODOLOGY When performing the experiment, the Gaseous Diffusion Apparatus is referred. 1 . Capillary tube, R is washed with detergent that is provided and cleansed with distilled water. Then, it is rinsed with a little of acetone liquid. The cleaning process is done with a syringe. 2. With another syringe, acetone is filled into the capillary tube, R until it reaches the height of 35. Mm. This is done carefully to ensure that no air bubble is trapped inside the tube. 3. The tube is inserted into the metal nut, N until the top part of the tube hangs on the nut. 4. Slowly, the tube is screwed into the upper plat, with its T part perpendicular to the microscope, M. 5. Vacuum tube, V is inserted at one end of the T part of capillary tube, R. 6. The vertical height of microscope, M is adjusted until the capillary tube, R can be seen in the microscope, M. The distance of the object lens to the tank is adjusted. 7. When the meniscus level is determined, the fernier scale is aligned to the unmovable scale. 8. When the lens is adjusted, the air pump, P and heater are switched on. 9. The temperature controller is adjusted to maintain the temperature at ICC.

Sun Bear Facts (Helarctos malayanus)

Sun Bear Facts (Helarctos malayanus) The sun bear (Helarctos malayanus) is the smallest species of bear. It gets its common name for the white or golden bib on its chest, which is said to represent the rising sun. The animal is also known as the honey bear, reflecting its love of honey, or the dog bear, referring to its stocky build and short muzzle. Fast Facts: Sun Bear Scientific Name: Helarctos malayanusCommon Names: Sun bear, honey bear, dog bearBasic Animal Group: MammalSize: 47-59 inchesWeight: 60-176 poundsLifespan: 30 yearsDiet: OmnivoreHabitat: Southeast Asia rainforestsPopulation: DecreasingConservation Status: Vulnerable Description The sun bear has short black fur with a pale crescent-shaped bib that may be white, cream, or golden. It has a short, buff-colored muzzle. The bear has small, round ears; an extremely long tongue; large canine teeth; and large, curved claws. The soles of its feet are hairless, which helps the bear climb trees. Adult male sun bears are 10% to 20% larger than females. Adults average between 47 and 59 inches long and weigh between 60 and 176 pounds. The sun bear has curved claws and an extremely long tongue. Freder / Getty Images Habitat and Distribution Sun bears live in the evergreen tropical rainforests of Southeast Asia. Their habitat includes northeastern India, Bangladesh, Myanmar, Thailand, Malaysia, Cambodia, Vietnam, Laos, southern China, and some Indonesian islands. There are two subspecies of sun bear. The Bornean sun bear only lives on the island of Borneo. The Malayan sun bear occurs in Asia and on the island of Sumatra. Diet Sun bears, like other bears, are omnivores. They feed on bees, hives, honey, termites, ants, insect larvae, nuts, figs and other fruit, and sometimes flowers, plant shoots, and eggs. The bears strong jaws easily crack open nuts. Sun bears are hunted by humans, leopards, tigers, and pythons. Behavior Despite its name, the sun bear is largely nocturnal. It relies on its keen sense of smell to find food at night. The bears long claws help it climb and also tear open termite mounds and trees. The bear uses its extremely long tongue to lap up honey from bee hives. Male bears are more likely than females to be active during the day. Although relatively small, sun bears are known to be fierce and aggressive if disturbed. Because they live in the tropics, the bears are active year-round and do not hibernate. Reproduction and Offspring Sun bears reach sexual maturity around 3 to 4 years of age. They can mate at any time of the year. After a gestation period of 95 to 174 days, the females gives birth to one or two cubs (although twins are uncommon). Newborn cubs are blind and hairless and weigh between 9.9 and 11.5 ounces. Cubs are weaned after 18 months. In captivity, male and female bears socialize and jointly care for young. In other bear species the female raises her cubs on her own. The lifespan of highly reclusive wild sun bears is unknown, but captive bears live up to 30 years. Sun bear cubs are born blind and furless. Christian Aslund / Getty Images Conservation Status The IUCN classifies the sun bears conservation status as vulnerable. Bear populations are decreasing in size. The sun bear has been listed on CITES Appendix I since 1979. Threats While it is illegal to kill sun bears throughout their range, commercial hunting is among the species greatest threats. Sun bears are poached for their meat and gall bladders. Bear bile is used in traditional Chinese medicine and is also an ingredient in soft drinks, shampoo, and cough drops. Despite their temperament, sun bears are also illegally captured for the pet trade. The other significant threat to sun bear survival is habitat loss and fragmentation due to deforestation and human encroachment. Forest fires also affect sun bears, but they tend to recover providing there is a neighboring population. Sun bears are kept in captivity for their commercial value and for conservation. They are farmed for their gall bladders in Vietnam, Laos, and Myanmar. Since 1994, the species has been part of a captive-breeding program with the Association of Zoos and Aquariums and the European breed registry. The Bornean Sun Bear Conservation Centre in Sandakan, Malaysia rehabilitates sun bears and works toward their conservation. Sources Brown, G. Great Bear Almanac. 1996. ISBN:978-1-55821-474-3.Foley, K. E., Stengel, C. J. and Shepherd, C. R. Pills, Powders, Vials and Flakes: The Bear Bile Trade in Asia. Traffic Southeast Asia, Petaling Jaya, Selangor, Malaysia, 2011.Scotson, L., Fredriksson, G., Augeri, D., Cheah, C., Ngoprasert, D. Wai-Ming, W. Helarctos malayanus (errata version published in 2018). The IUCN Red List of Threatened Species 2017: e.T9760A123798233. doi:10.2305/IUCN.UK.2017-3.RLTS.T9760A45033547.enServheen, C.; Salter, R. E. Chapter 11: Sun Bear Conservation Action Plan. In Servheen, C.; Herrero, S.; Peyton, B. (eds.). Bears: Status Survey and Conservation Action Plan. Gland: International Union for Conservation of Nature. pp. 219–224, 1999.Wong, S. T.; Servheen, C. W.; Ambu, L. Home range, movement and activity patterns, and bedding sites of Malayan sun bears Helarctos malayanus in the Rainforest of Borneo. Biological Conservation. 119 (2): 169–181, 2004. doi:10.1016/j.biocon.2003.10. 029

Project Management tools Assignment Example | Topics and Well Written Essays - 1000 words

Project Management tools - Assignment Example Quantitative measures are most commonly accepted because of ease of measurement. Surprisingly, Clements and Gido (2010) make no mention of KPIs, although they mention the project objective which should be clarified at the outset and may be defined in terms of scope, schedule and cost (p.115). Cox et al’s (2003, p.148) six significant indicators are quality control; on-time completion; cost; safety; cost (in dollars) per unit placement and units completed/placed per man-hour worked. Of these, only safety is qualitative (p.144). Yuan et al (2009) investigated KPI selection in public-private partnership projects and identified the top five priorities for different stakeholders: STAKEHOLDER GROUP Academia Private Sector Public Sector General Public OBJECTIVE RANKING 1 Acceptable quality of project Acceptable quality of project Acceptable quality of project Acceptable quality of project 2 Quality public service Life cycle cost reduction Within budget or saving money in construction and operation Quality public service 3 Within budget or saving money in construction and operation On-time or earlier project completion Solving the problem of public sector budget restraint Provide timelier and more convenient service for society 4 On-time or earlier project completion Within budget or saving money in construction and operation Transferring risk to private sector Satisfying the need for public facilities 5 Satisfying the need for public facilities Quality public service Quality public service On-time or earlier project completion Table 1: Top Five Objectives in Different Stakeholder Groups (Source: Yuan et al 2009 p.263) These findings confirm those of Cox et al (2003) in terms of quality, cost and on-time completion, but safety, cost per unit placement and units completed/placed per man-hour worked are missing. In so doing, these findings also confirm the importance of the perception from which the judgment of KPI utilised is made. (250 words, excluding table) Fl exible Work Breakdown Structure for Integrated Cost and Schedule Control Youngsoo Jung and Sungkwon Woo Jung and Woo (2004) introduce the concept of a flexible work breakdown structure (WBS) with standard classification codes to reduce the amount of data requiring control. Their argument is that â€Å"integrating cost and schedule control functions provides an effective tool for monitoring the construction process† (ibid, p.616) The implication of their approach is they are using a task-driven planning process. PRINCE2 (OGC 2009) takes a product-based approach, focusing on what needs to be done, rather than the individual tasks that need to be done. The argument is that â€Å"the set of agreed products defined the scope of a project and provides the basis for planning and control† (ibid, p.14). The product-based approach is used by Rad and Cioffi (2004) in proposing the use of both work and resource breakdown structures to enable more accurate costing with task duratio ns and activity estimates. They identify the WBS as a roadmap for such things including work definition, cost estimates and expenditures and time estimates and scheduling. The ultimate goal of the WBS, for their purposes, is to â€Å"highlight[s] a logical organisation of products, parts or modules ... associated with each element of the WBS†

The relationship between landlord and tenants in relation to Essay

The relationship between landlord and tenants in relation to assignment of leases and recovery of rent arrears - Essay Example The relationship between landlord and tenants in relation to assignment of leases â€Å"not to be on unreasonably withheld† & the legal and softer approach to dealing with rent arrears bearing in mind a proactive management approach Introduction Question one : Case scenario The first question deals with assignment of a lease by the tenant whereby the lease agreement permits for assignment, but with the consent of the tenant. In this case, the consent of the tenant cannot be unreasonably withheld. One of the shop is used by a hairdresser who wish to assign the lease to another hairdresser in the town. Shelagh (the other hairdresser) is considered a better covenant than existing tenant since she has a more profitable business than the current tenant.Although, I dislike Shelaghm, the lease permits the tenant to assign the premises with my consent. In this case, I cannot withhold the consent unreasonably. In the above case scenario, I cannot simply say no to the assignment of the lease. There are numerous laws that govern the landlord and tenant relationship with regard to the assignment of the lease. The Amendment of law of property Act 1925, provides the procedure for discharging or modifying any covenants including leaseholds (Pawlowski, 2002). The lease is of a commercial property and entails a covenant that is legally binding to the landlord and tenant. The tenant has the right to assignment lease to another tenant. Accordingly, the covenant requires the tenant to make an assignment only with the consent of the landlord.... Accordingly, the landlord must notify the tenant of any conditions attached to the consent or reasons for withholding the consent (Karp and Klayman, 2003). In addition, section 19(1) a of the landlord and tenant ACT1927, makes it clear that a landlord cannot unreasonably withhold his consent in a qualified covenant (Karp and Klayman, 2003). Accordingly, section 19 (1A) of the landlord and tenant Act 1927 allows both the landlord and tenant to agree of certain conditions that will apply while granting the consent of assignment (Pawlowski, 2002). In this case, the landlord will not unreasonably withhold his consent if he withholds the consent due to a specific circumstance that attaches to the assignment. In the above case, it is the legal duty of the landlord to grant the consent of assignment or provides reasons for the withholding of the consent (Karp and Klayman, 2003). Ideally, the main issue that arises in the grant of assignment consent is financial capability of the proposed ne w tenant. The landlord can ask for the financial accounts of the proposed tenant and enlist the services of a credit rating agency in determining the creditworthiness of the proposed tenant (Pawlowski, 2002). In the above case, Shelagh has a more profitable business and thus more credit worth than the current tenant. Accordingly, the landlord is entitled to take in to full consideration of the attaching property interests in the whole property such as good estate management reasons (Karp and Klayman, 2003). The landlord will seek satisfaction that the proposed new tenant is capable of complying with the lease covenants after the assignment and require for additional securities such as rent deposit and guarantees. In addition, the

Challenges of Marketing to Children

Challenges of Marketing to Children Creating outstanding products and programs to win marketplace is not an easy job. Specialists in marketing have to develop comprehensive research plans, carry out market researches, analyze the data collected and finally come up with marketing plans that target specific consumer segments. Finding out about human psychology, their preferences, choices and appeals are not only difficult but at times disappointingly inaccurate. Yet marketers today consider themselves experts in such endeavours, and are capable of achieving the almost impossible marketing objectives.   As if these aspects of marketing are not difficult enough, in modern-day marketing field there is a niche in which the marketers have to deal with children. The most difficult task is perhaps the determination of the choices and preferences of these fickle individuals who are still developing, absorbing the environment and learning to become like their adult counterparts. The task of marketing to children is not only daunting but also critical for many businesses such as Nike, Microsoft, Johnson Johnson, Disney, Pepsi, Sega, Kellogs and Mattel to name a few. These companies go through extensive research and consultancy to get to the untapped market of child consumers. One such example is evident in Dan S. Acuff and Robert H. Reiher’s (1998) Youth Market Systems.  According to the authors the development of outstanding products and programs to win childrens marketplace is entirely different from the rest of the market segments. For this purpose they invent a marketing process called Youth Market Systems. The System ensures marketers consider all aspects of marketing to children or teens for any category of goods or services that companies want to sell. There Isa great need for a system of analysis and interpretation as the authors feel that information pertaining to cognitive, emotional and social needs of age groups could transform the programs or product features that target them. Acuff and Reihers (1998) strategy merely opens a window to the world of advertising to children. As one investigates the categories of products and services that are available to young children, one also tend to develop the consistent belief that children are a separate kind of consumer group and must be treated differently, from advertising to the designing of products. All these efforts no doubt are valid and justified in their own place and position, however a niggling thought crosses the mind when one observes the various approaches and efforts that marketers adopt to reach out to the vulnerable youth consumer segment. There are reasons for these tactics. Acuff and Reiher record approximately $1 billion annual gross revenue for Mattel Incorporated that sells Barbies. There are others such as Garfield, He-Man, Cabbage Patch Kids, Power Rangers, LEGO, GI Joes and a myriad of upcoming products invading the market with the sole purpose to tap on these young consumers who are bound by childish emotions and penchant for toys and games. Schemes and strategies are being devised to win over these young consumers for highs takes amounting to billions of pounds. What is more, advertising and marketing to children does not only involve the youngsters but their parents also. For example the Youth Market System identifies parents, grand parents and other close family members as the most influential on children’s purchasing decision. Exploring this group is critical because they are the ones who have control over the wallet and it is on them that children are dependent. The complexity in children marketing therefore lies in attracting both the youngsters and appealing to the parents. A winning formula must be developed to attract both the parents and children. The complexity of this formula makes success rate low which induces marketers to resort to all kinds of schemes and strategies to achieve their desired target, including crossing the line of ethics especially in the field of advertising of children related products (Acuff and Reiher 1998). Scholars and parents alike feel that there are no avenues that advertisers and businesses will not exploit to reach to the young consumers. Exploitations through mental, moral and physical developments of children are common. The strategies to target children involve creation of wants to satisfy the impulse rather than actual needs. For example consoles such as Mattels Hot Wheels, and Barbie’s fashion collections are not really required by children but wants created by advertisers and marketing campaigns. Long term needs satisfaction has been replaced by short term needs. They are not the only ones exploited. Their parents are also plagued with different kinds of created needs for their children such as the well being; status symbol; and their selfish need to have their child preoccupied with the multitude of products and free them from child responsibilities. These aspects portray not only the ugly but also the unethicalsides of the world of advertising. How true are these aspects and towhat extent do advertisers reach to capture their target consumers? Dothey cross the borders of ethics or not to maximise gains from avulnerable consumer market? And what, if anything, should be done tocontrol and ultimately restrict the freedom of advertising aimed atchildren are some of the areas that the following research willendeavour to enumerate. Children have become the key target for many advertisers. Childrenare vulnerable, easy to exploit consumers and they perceive things asadvertisers want them to perceive, or so many of us believe. Despitethe fact that children are nowadays smart and knowledgeable of themarketplace nevertheless for many marketers they are relatively easy totarget due to the sheer size of the childrens consumer market.Advertisers thrive by earning billions of pounds with the backing andfunding of the profit seeking organizations that hire them. Thesecompanies are not only producing goods that appeal to the children butthey are also exploiting their parents. The dual targeting approachmakes this market segment attractive as well as representative of highyield for investment. For example in many regions of the worldincluding the US, Europe and Japan, companies are investing billions sothat they can capture and tap the youth market segment but at the sametime they are also reaping billions in return. Adver tisers andmarketers are entrusted with the task to achieve sales targets bygenerating desired actions from the segment. The wide appeal hasmotivated many professionals to enter and adopt whatever means andmeasures to achieve their targets. Ethical implications surpasses but afew in the field of advertising that target children. For these reasonsthe authority, lobbyists and parents are demonstrating their concernsregarding the impact of media and advertising on children. Thefollowing literature review will first outline why and how children aretargeted, followed by a review of the kind of ethical implicationsadvertising and the media has on children. This will be followed by anexploration of the measures that are being taken to counteract theproblem, if any. Advertising to children has not been an issue until recently withthe boom of the media. More and more parents are concerned about thelegal controls that the authority levy on advertising criteria as mostare concerned about the kind of tactics advertisers are using toinfluence children for the sake of maximizing their profits. Forexample Bejot and Doittau (2004) note that pornography, cigarette andtobacco related, alcohol and other products prohibited for children arebeing promoted on television freely without restriction. Advertisementmessages for these adult related products are tailored for adultconsumption but due to the appeal of mass viewership and the higherprofits, the advertisements are aired during children televisionprimetime. As a result the advertisements expose children to contentsthat are not meant for them. Had that been the only case then the issueof advertisement would not have been so controversial. Research suggest that children between the ages of 6 and 14 years oldwatch about 25 hours of television per week in the US and they areexposed to 20,000 commercials in a   year (Moore and Lutz 2000).Children at this age are vulnerable because they are developing a senseto comprehend and evaluate messages in the environment. Stimulatedmessages on television not only have a harmful impact but they are alsodetrimental in persuading children to develop wants for products thatare not meant for them. According to Moore and Lutz (2000) Beyondadvertisements, children gain marketplace information from the productsthey encounter, advice from friends and relatives, and their ownconsumption experiences. Through consumption, children learn whatproducts are good and bad, whether advertising claims are truthful,what brands they prefer, and even products that convey social meaningsapart from their functional properties. For children the experiencesthat heighten their importance in their social cir cle and the adultworld have the most meaning. They do not have the ability to counteractor check on the viability or the authenticity of the message initiallywhen they are young as they are dependent on adults for explanatoryinformation accessible only through print media. By the time childrengrow to the teenage level the functionality of literacy diminishes tobe replaced by their desire and need to fit in their social life.Without consideration for product usefulness or content, childrendevelop wants for products beyond their pockets and reach. Similarly, children are also exposed to advertisements for fashionproducts that are actually designed for adult consumers but they areoften condensed to tailor to the younger audience with the purpose toinclude the young consumers in the marketing campaigns. For this reasonchildren develop receptivity for fashion products without the requiredinformation for decision making.   Moore and Lutz (2000) recognize theimportance of childrens advertising and its impact on young audienceby revealing that children are receptive to advertising demonstrated inexperiments of relation between ads and products. They write: Research investigating childrens receptivity to televisionadvertising has studied what children understand, under whatcircumstances they are persuaded, and how their responses evolve asthey mature (e.g. Macklin 1987; Roedder 1981). Drawing extensively oninformation processing and stage models, researchers have gainedsubstantial insight into the development of childrens cognitive skillsand their deployment during ad processing. (Moore and Lutz 2000). Their research indicates that children are at a stage where they aredeveloping cognitive abilities. Advertisers vie on this susceptibledevelopmental stage by targeting the limited processors of childrenthat have not yet acquired efficient information processing strategies,a fact that may be reflected in their inability to distinguish betweencentral and peripheral content in message learning. (Moore and Lutz2000). They further this idea by writing that at the stage of ages 8and 12 children are susceptible to information that are stimulated andthat target the vulnerability of the strategic processors.   Because atthis age group children tend to spontaneously employ efficientinformation storage and retrieval strategies. They organize andretrieve information based on available information and stimulus. Unless their knowledge of advertising is expressly activated by such acue, these children tend not to think critically or generatecounterarguments spontaneously. They may also neglect to differentiatebetween central and peripheral content when learning new information.When there is an appropriate cue in their environment, however, theyare likely to retrieve and use relevant information. (Moore and Lutz2000). Therefore children may develop recognition mechanism on how advertisingshould be viewed but that is dependent on external factors likeparental guide, government policies or other mediating channels.Evidence suggests that there is substantial amount of influence on thisage group when they are not guided in the preliminary stages inunderstanding the intent of advertisements. Research reveals thatsignificant guidelines must be levied before children rationale anddeliberate on the content of advertisements shown on television.Advertising is thus implicitly accorded substantial power to shapechildrens thinking until they acquire sufficient cognitive andattitudinal defences. (Moore and Lutz 2000). Other than the cognitive development impressions on children,advertising also influence them to take actions. In a study by Smithand Swinyard (1982) on consumer behaviour and response towards producttrials offer through advertisements suggests that because consumersknow that advertisers wish to present their brands in a favourablelight, they react to ads by partially discounting claims and formingtentatively held brand beliefs and attitudes. In contrast whenconsumers have direct usage experience, they form stronger, moreconfidently held brand beliefs and attitudes. This phenomenon has beenobserved in a number of studies with adults and may be consistent withthe case of children. The same expectations is held with regard tochildren advertising as researchers are of the opinion that with age,the capacity to form brand opinions tend to be more among olderchildren. For example children of age groups 10 and 12, and 12 and 14year olds tend to tell the truth and more likely to be scepticalt owards the institution of advertising rather than blindly acceptadvertisement claims. According to Michel Bejot and Barbara Doittau (2004) childrenadvertising are dynamic and highly appealing. The authors are of theopinion that children are the key target for advertisers because brandpreferences in this age group remain unchanged for a long time.Children remain loyal to the brands they are used to yet at the sametime they have growing pockets to afford more expensive items as theygrow older. The above aspects indicate that children though are smart andknowledgeable to sceptically evaluate and experiment with productsthrough advertisement claims they are also aware of the fact that theseadvertisers claim may not be true. At this point it is arguable tonote that some school of thoughts separate the vulnerable youngstersfrom the smart young consumers who have the cognitive ability tocritically examine the advertisement claims and disregard them if notproven true. According to Robertson and Rossiter (1974) if ads presentinformation different from a childs actual experien ce, confusion mayresult and trust in advertising may be determined. Conversely, otherssuggest that until children actually experience discrepancies betweenproducts as advertised and as consumed, they are unable to fullycomprehend advertisings persuasive intent. For this reason Moore andLutz (2000) claim that advertising use frames for product trials knownas transformational advertising in which adult consumers are drawntowards the products prior to advertising exposures by asking them toparticipate in the process of experimenting and interacting with theproduct with the view to interpret, evaluate and subsequently formtheir experience impressions. The expectancy or discrepancy frame setsare formed for comparison of later product trials which help indetermining discrepancies or consistencies of product qualities. Mooreand Lutz (2000) present the testing paradigm to show that rationalconsumers are clever in testing advertising claims of productperformances. Testing paradigm enable the m the opportunity to evaluateand form opinions. Children, on the other hand do not have the samereaction or taste for distinguishing discrepancy in the same manner. On the other hand Siegler (1996) believes that advertising and producttrials have different effects on childrens capacity to integratemultiple sources of information for consideration. Young children tendto engage in one-dimensional thinking pattern and rely on multipledimensions for a given task. Integration is imperative for childrenbecause they are dependent on this integration processing ofinformation for forming perceptual domains and consumer behaviour. Whenyounger children are presented with information it is encoded andstored in the recesses of the mind, and whenever needed retrieve it forevaluation. Information integration is basically combining newinformation presented in the media with the old information, andcomparing the two. Disparate media information result in discrepancy inexperience. This in turn results in loss of trust in advertisementmessages. Not all children however are wise enough to discriminate information.Moore and Lutz (2000) believe that age differences differentiateexpectations and credibility of advertising. They write Youngerchildren have been found to hold more positive attitudes aboutadvertising, to be more likely to believe its claims, and to be lesslikely to understand its essential purpose. Thus, among youngerchildren advertisings credibility is not likely to arise as a concern,and they are likely to perceive both advertising and a product trialexperience as believable sources of information. (Moore and Lutz2000). Clearly, this statement identifies with the fact that youngerchildren are more susceptible to advertising and they are prone to takeactions without critical evaluation. For older children advertisers maynot integrate strong expectations about a brand and instead focus onthe stronger results to generate confidence in product usage (Fazio1986). Alternatively there are groups of advertisers who vie on the physicalhabits of children. For example one of the most invidious techniques isto use junk food in advertising for children. The use of celebrities toendorse these foods without any consideration for balanced diet orfitness is common in the industry. In the UK the BBC which is fundedby licence and tax payers, received around 32 million pounds in 2001for franchising its Tweenies characters to McDonalds the FoodCommission found that the Tweenies products were high in junkelements. Despite this fact the UK government continues to allowbrands such as Cadburys to market its products and launch campaignsthat have negative effects on the physical health of children. Theseefforts are designed to generate more profits and not the publicinterest. They are aware of the fact that the lack of exercise coupledwith high calorie food result in obesity and other related diseases inchildren. The rate of obesity has doubled in the past 10 ye ars from 8.5percent to 15 percent among children under 16 years (The Lancet 2003).Yet advertisements continue to infiltrate the media and other channelswith the objective to vie on children. Children have long been recognized as the target market for manycompanies due to its economic potential. Recent estimates by Moore(2004) indicate that children and associated markets account for 24billion dollars of direct spending and it has an additional 500 billiondollars influence over family purchases. Children are considered to bepotential gold mines for campaigners and advertisers alike. Televisionchannels and the print media as well as companies are constantlyengaged in complex product placements, sales promotions, packagingdesign, public relations, and in-school marketing activities with theview to reach out to children and their parents. Given the timechildren spend in front of the television, on the Internet and mediagadgets, marketers realize that children form a huge consumer base fortoys, breakfast cereals, candy and snacks etc. For this purpose thereare more and more commercials on television to induce buying preferenceand action. TV commercials especially are being de veloped to inducechildren to purchase and participate in programs promoting cars,fashion, cell phones and other such adult related products. Accordingto Moore (2004) At the root of the childrens advertising debate isthe question of childrens unique vulnerabilities. Concerns about youngchildren range from their inability to resist specific selling effortsto a fear that without benefit of well-developed critical thinkingskills they may learn undesirable social values such as materialism†(Macklin, 1986 qt. Moore 2004). Her view is also affirmed by Acuff andReiher (1998) who indicate through their study that children aresusceptible to advertisements because of the extensive measures andstrategies adopted by the advertisers. Their study reveals thatmarketers devise winning formulas to gain the confidence of children bysending out messages that winning children are those who are associatedwith certain brands. These may be Barbie, He-Man, Teletubbies orSpider-Man. Identification and association are the keys to the winningformula. The success rate of the winning formula depends on how deep an impactthe product or brand has through the advertisements. These aredeveloped based on the knowledge of the development of the mind of thegrowing consumers. The product leverage mix is formed based onqualities that are demanded by children such as characteristics of ahero, power of a character and/or qualities of the product. The productleverage matrix is a comprehensive model formed for analyzing the needsand wants of the young consumers and a guide to allow marketers to havea look at the bigger picture. Once the matrix is determined the medium, concept, content, context,process, characters or personality, and attitude or style areestablished. Elements to be noted include: What is the psychologicalpoint of view of the target audience? What are the visual and verbalcontents that will be used for the product? How marketers will form thecontext of the advertisements for the target audience and the kind ofprocesses that will be involved to create an interface for interactionwith the potential consumers? Character association or the use ofpersonality to denote product quality is also common in the designingof the matrix etc. (Acuff and Reiher 1998). The marketers are also aware that young children are intelligentindividuals who exercise their developing cognitive abilities byassociating qualities with certain images. For example Bugs Bunny is aclever rabbit or Kellogg’s Pop Tarts are fruity flavoured etc. They areable to associate as well as distinguish between products andcharacteristics of the products. Identifying the points of differencefrom the children’s perspectives is critical but not impossible. Acuffand Reiher (1998) also note that these are assumptions that adults makeregarding the preferences of children such as teens wanting moreenergy; identifying with hero athletes; wanting great taste or newproduct names. Yet at the same time they also warn the marketers that: more often than not these assumptions are left unexamined as toveracity and strength. Its an important practice to check assumptions:check what the leverage actually is, and its relative power versus whathas been assumed. More often than not, adults make erroneousassumptions about what kids perceive to be important and powerfulbecause adults are looking at their product or program through adulteyes. It is critical to get at the actual leverage rather than theassumed leverage. With the above hypothetical Enerjuice example inmind, adults may be surprised when testing directly with kids focusgroups reveals that the new products blue colour is its most powerfulpoint of leverage and that the majority of kids tested dislike the newname. (Acuff and Reiher 1998). The basic premise in such a condition is that marketers need to ensurethey give promises and fulfil them too thereby gaining competitiveadvantage. This kind of positioning helps them to organize andcategorize products in the mind of the targeted consumers. In the endhowever, the marketers must realize that it is the bigger picture thatneeds to be satisfied that is product leverage matrix. At the centreof the matrix are the crucial elements that should not be neglectedsuch as gender, stage, age, structure, dimension, style and pastexperience. The consumers are at the end of this list and are the mostpowerful deciding factor that can make or break their products. Theyconclude that Successful products and programs are those that satisfytheir needs and wants in the short term (impulse) or in the long term.While a colourful and involving Trix cereal package with a maze on theback provides for short-term needs satisfaction, Mattels Hot Wheelscars year after year continue to provide young boys with something theyneed and want small, easily manipulability, colourful minicars thatare fun and involving to play cars with (Vroom! Vroom!) And toaccumulate and collect. (Acuff and Reiher 1998). Children advertising have attracted legal, scholars and parentalattention. Proponents of the children targeted marketing andadvertising argue that the financial backing that children programs aregetting derive from sponsors who make programs on television possible.Advertising to children are therefore motivated by profitability.Furthermore they also argue that these sponsors target a separate nichemarket of children of age group 12 and 14. Advertising provides themwith product information and does not really provide stimulus aschildren in this age group are more like adults with their specificideologies, attitudes and behaviours where preferences of products andservices are concerned. They have been exposed to persuasive messagesfor a long time and can distinguish persuasive messages from empoweringones. Thus they are product and advertising savvy. On the other hand opponents such as parents and consumer protectiongroups argue that advertising directed at children are not onlyunethical but they are also manipulative stimulants that promoteconsumerism in children from a very young age. Advertisements createwants and poor nutritional habits that induce children to pesterparents for products that are harmful for them (Berlger 1999). Theiropinions have been affirmed by Acuff and Reiher (1997) who suggest thatpreschool children at two and three years old tend to identify withfrequently seen images and therefore would be attracted towardsspokes-character in advertising and marketing. The desire to see thesecharacters and related products they see on television, packaging andpromotions induce demand for the same among children. According to DelVecchio (1998, p. 225), The objective is to select an effective pieceof advertising that will break through clutter, communicate the name ofthe brand, its key feature and benefit, and do so in a cool way thatwill elicit a childs request. Those advertisers are successful whosuccessfully use innovation, meticulous marketing, planning and massiveexposures in their key characters according to Schneider (1989). The ethical dilemma enters the scenario when one refers to the degreeand extent of the use of stimuli. Research indicates thatspokes-characters use role play and features that would relate animatedwith human characters and thereby influence childrens attitudes(Chebat et al 1992). The issues surrounding the use of advertisingcharacters to children stem from the fact that the characters arecommoditized without consideration for its impact on the children.Without regulations, advertisers tend to deviate from the conventionaluse of these characters. They treat children and adult related productsalike. That is perhaps the reason why Cross (2002) indicates that therehas been a rise in restrictions on tobacco advertising during the 1990sto curb tobacco companies from targeting children by the use ofspokes-characters in their advertising and marketing campaigns. In this context advertisements have a deep ethical impact on thecognitive and development of growing children and the authority needsto recognize this fact. According to Roedder (1981) children arevulnerable and fail to utilize cognitive plans for storing andretrieving information. The categorization of processing deficienciesstem from the childs inability to use the actual strategies and aidsfor storing information in the memory. Limited processing capabilitiesin young age group especially induce children to learn throughmemorization and are not capable of using tools for separating,segregating and processing information according to utility. Insteadthey use information incidentally. Television uses fast pace visualgraphics and audiovisual medium to influence preschoolers and aroundthat age group. The effects become consistent when children areregularly exposed to these audiovisual images so that they becomeimprinted on the minds of the young children (Alwitt et al 1980).Animation a nd other stimulus have double impact on the informationprocessors of children. As children become receptive to advertisementsor images that are regularly shown they come to recognize it in theirdaily experiences. Once the images are imprinted in the targeted group’s mind it is easyto generate brand recognition through triggering keys which may be inthe form of visual or audio effects. Spokes-characters such cartooncharacters have this essential effects on the children. Studies havefound that young children often discriminate between products on asimple heuristic of whether one particular quality (which may includebrand name or character) is present or not (Rust and Hyatt 1991 qt.Neeley and Schumann 2004). Another aspect of advertisements is that children tend to associatewith the characters and brand that they prefer. Instilling a brand inchildren’s minds is easy when spokes-characters are used to define thequalities of the products. For example in Bahns (1996) study four andfive year olds proved to be receptive to product characteristics byinferring spokes-characters. Bahn gives the example of cereal boxes.Boxes with cartoons are associated with sugary and sweet cereal meantfor kids while those that do not have cartoons are bland and notsweet, and are meant for adults. This logic for cereal preferences andchoices indicate that advertisements with their logos, characters andcartoons all have a great impact on the minds of young children in thisage group. While Bahns example seem harmless whereby advertisers are merely usingthe characteristics and qualities of products to appeal to the youngconsumers, Fischer et als (1991) example raises ethical dilemma. Intheir study the researchers asked children ages three to six toidentify logo brands with the appropriate product. They observe thatchildren tend to associate the Old Joe character with cigarettes. Thisassociation has been developed through the inference of the Cameladvertisements that uses Old Joe a cartoon character for brandpersonalization. Hence, the researchers conclude that regardless of theintentions of advertisers and marketers, the effects of advertising onchildren are inevitable. Yet there are arguments against this view by psychologists such asPiaget (1929). This group of individuals are of the view thatpreoperational children between ages two and seven do not reallyprocess information logically or abstractly. They rely on processingstrategies such as â€Å"transductive† to connect between thoughts andreasoning and therefore not susceptible to the underlying qualities.They may understand simple expressions of but have difficulty inassociating it with product differentiation. Consequently Neeley andSchumann (2004) write: While research findings show that young children can exhibit highlevels of character/product recognition, association, and affect, thechallenge arises when we assume that these early responses lead toproduct preference, intention, and choice. Recognition, association,and affect are manifestations of simpler cognitive processing abilitiesthan preference, intention, and choice, and research supports thenotion that these simple abilities would be present in children asyoung as two or three years old. More advanced cognitive abilities arerequired for the later behavioural stages of preference, intention, andchoice because these responses require a child to position one item(e.g., brand/product) relative to others, something that a child maynot be able to d Challenges of Marketing to Children Challenges of Marketing to Children Creating outstanding products and programs to win marketplace is not an easy job. Specialists in marketing have to develop comprehensive research plans, carry out market researches, analyze the data collected and finally come up with marketing plans that target specific consumer segments. Finding out about human psychology, their preferences, choices and appeals are not only difficult but at times disappointingly inaccurate. Yet marketers today consider themselves experts in such endeavours, and are capable of achieving the almost impossible marketing objectives.   As if these aspects of marketing are not difficult enough, in modern-day marketing field there is a niche in which the marketers have to deal with children. The most difficult task is perhaps the determination of the choices and preferences of these fickle individuals who are still developing, absorbing the environment and learning to become like their adult counterparts. The task of marketing to children is not only daunting but also critical for many businesses such as Nike, Microsoft, Johnson Johnson, Disney, Pepsi, Sega, Kellogs and Mattel to name a few. These companies go through extensive research and consultancy to get to the untapped market of child consumers. One such example is evident in Dan S. Acuff and Robert H. Reiher’s (1998) Youth Market Systems.  According to the authors the development of outstanding products and programs to win childrens marketplace is entirely different from the rest of the market segments. For this purpose they invent a marketing process called Youth Market Systems. The System ensures marketers consider all aspects of marketing to children or teens for any category of goods or services that companies want to sell. There Isa great need for a system of analysis and interpretation as the authors feel that information pertaining to cognitive, emotional and social needs of age groups could transform the programs or product features that target them. Acuff and Reihers (1998) strategy merely opens a window to the world of advertising to children. As one investigates the categories of products and services that are available to young children, one also tend to develop the consistent belief that children are a separate kind of consumer group and must be treated differently, from advertising to the designing of products. All these efforts no doubt are valid and justified in their own place and position, however a niggling thought crosses the mind when one observes the various approaches and efforts that marketers adopt to reach out to the vulnerable youth consumer segment. There are reasons for these tactics. Acuff and Reiher record approximately $1 billion annual gross revenue for Mattel Incorporated that sells Barbies. There are others such as Garfield, He-Man, Cabbage Patch Kids, Power Rangers, LEGO, GI Joes and a myriad of upcoming products invading the market with the sole purpose to tap on these young consumers who are bound by childish emotions and penchant for toys and games. Schemes and strategies are being devised to win over these young consumers for highs takes amounting to billions of pounds. What is more, advertising and marketing to children does not only involve the youngsters but their parents also. For example the Youth Market System identifies parents, grand parents and other close family members as the most influential on children’s purchasing decision. Exploring this group is critical because they are the ones who have control over the wallet and it is on them that children are dependent. The complexity in children marketing therefore lies in attracting both the youngsters and appealing to the parents. A winning formula must be developed to attract both the parents and children. The complexity of this formula makes success rate low which induces marketers to resort to all kinds of schemes and strategies to achieve their desired target, including crossing the line of ethics especially in the field of advertising of children related products (Acuff and Reiher 1998). Scholars and parents alike feel that there are no avenues that advertisers and businesses will not exploit to reach to the young consumers. Exploitations through mental, moral and physical developments of children are common. The strategies to target children involve creation of wants to satisfy the impulse rather than actual needs. For example consoles such as Mattels Hot Wheels, and Barbie’s fashion collections are not really required by children but wants created by advertisers and marketing campaigns. Long term needs satisfaction has been replaced by short term needs. They are not the only ones exploited. Their parents are also plagued with different kinds of created needs for their children such as the well being; status symbol; and their selfish need to have their child preoccupied with the multitude of products and free them from child responsibilities. These aspects portray not only the ugly but also the unethicalsides of the world of advertising. How true are these aspects and towhat extent do advertisers reach to capture their target consumers? Dothey cross the borders of ethics or not to maximise gains from avulnerable consumer market? And what, if anything, should be done tocontrol and ultimately restrict the freedom of advertising aimed atchildren are some of the areas that the following research willendeavour to enumerate. Children have become the key target for many advertisers. Childrenare vulnerable, easy to exploit consumers and they perceive things asadvertisers want them to perceive, or so many of us believe. Despitethe fact that children are nowadays smart and knowledgeable of themarketplace nevertheless for many marketers they are relatively easy totarget due to the sheer size of the childrens consumer market.Advertisers thrive by earning billions of pounds with the backing andfunding of the profit seeking organizations that hire them. Thesecompanies are not only producing goods that appeal to the children butthey are also exploiting their parents. The dual targeting approachmakes this market segment attractive as well as representative of highyield for investment. For example in many regions of the worldincluding the US, Europe and Japan, companies are investing billions sothat they can capture and tap the youth market segment but at the sametime they are also reaping billions in return. Adver tisers andmarketers are entrusted with the task to achieve sales targets bygenerating desired actions from the segment. The wide appeal hasmotivated many professionals to enter and adopt whatever means andmeasures to achieve their targets. Ethical implications surpasses but afew in the field of advertising that target children. For these reasonsthe authority, lobbyists and parents are demonstrating their concernsregarding the impact of media and advertising on children. Thefollowing literature review will first outline why and how children aretargeted, followed by a review of the kind of ethical implicationsadvertising and the media has on children. This will be followed by anexploration of the measures that are being taken to counteract theproblem, if any. Advertising to children has not been an issue until recently withthe boom of the media. More and more parents are concerned about thelegal controls that the authority levy on advertising criteria as mostare concerned about the kind of tactics advertisers are using toinfluence children for the sake of maximizing their profits. Forexample Bejot and Doittau (2004) note that pornography, cigarette andtobacco related, alcohol and other products prohibited for children arebeing promoted on television freely without restriction. Advertisementmessages for these adult related products are tailored for adultconsumption but due to the appeal of mass viewership and the higherprofits, the advertisements are aired during children televisionprimetime. As a result the advertisements expose children to contentsthat are not meant for them. Had that been the only case then the issueof advertisement would not have been so controversial. Research suggest that children between the ages of 6 and 14 years oldwatch about 25 hours of television per week in the US and they areexposed to 20,000 commercials in a   year (Moore and Lutz 2000).Children at this age are vulnerable because they are developing a senseto comprehend and evaluate messages in the environment. Stimulatedmessages on television not only have a harmful impact but they are alsodetrimental in persuading children to develop wants for products thatare not meant for them. According to Moore and Lutz (2000) Beyondadvertisements, children gain marketplace information from the productsthey encounter, advice from friends and relatives, and their ownconsumption experiences. Through consumption, children learn whatproducts are good and bad, whether advertising claims are truthful,what brands they prefer, and even products that convey social meaningsapart from their functional properties. For children the experiencesthat heighten their importance in their social cir cle and the adultworld have the most meaning. They do not have the ability to counteractor check on the viability or the authenticity of the message initiallywhen they are young as they are dependent on adults for explanatoryinformation accessible only through print media. By the time childrengrow to the teenage level the functionality of literacy diminishes tobe replaced by their desire and need to fit in their social life.Without consideration for product usefulness or content, childrendevelop wants for products beyond their pockets and reach. Similarly, children are also exposed to advertisements for fashionproducts that are actually designed for adult consumers but they areoften condensed to tailor to the younger audience with the purpose toinclude the young consumers in the marketing campaigns. For this reasonchildren develop receptivity for fashion products without the requiredinformation for decision making.   Moore and Lutz (2000) recognize theimportance of childrens advertising and its impact on young audienceby revealing that children are receptive to advertising demonstrated inexperiments of relation between ads and products. They write: Research investigating childrens receptivity to televisionadvertising has studied what children understand, under whatcircumstances they are persuaded, and how their responses evolve asthey mature (e.g. Macklin 1987; Roedder 1981). Drawing extensively oninformation processing and stage models, researchers have gainedsubstantial insight into the development of childrens cognitive skillsand their deployment during ad processing. (Moore and Lutz 2000). Their research indicates that children are at a stage where they aredeveloping cognitive abilities. Advertisers vie on this susceptibledevelopmental stage by targeting the limited processors of childrenthat have not yet acquired efficient information processing strategies,a fact that may be reflected in their inability to distinguish betweencentral and peripheral content in message learning. (Moore and Lutz2000). They further this idea by writing that at the stage of ages 8and 12 children are susceptible to information that are stimulated andthat target the vulnerability of the strategic processors.   Because atthis age group children tend to spontaneously employ efficientinformation storage and retrieval strategies. They organize andretrieve information based on available information and stimulus. Unless their knowledge of advertising is expressly activated by such acue, these children tend not to think critically or generatecounterarguments spontaneously. They may also neglect to differentiatebetween central and peripheral content when learning new information.When there is an appropriate cue in their environment, however, theyare likely to retrieve and use relevant information. (Moore and Lutz2000). Therefore children may develop recognition mechanism on how advertisingshould be viewed but that is dependent on external factors likeparental guide, government policies or other mediating channels.Evidence suggests that there is substantial amount of influence on thisage group when they are not guided in the preliminary stages inunderstanding the intent of advertisements. Research reveals thatsignificant guidelines must be levied before children rationale anddeliberate on the content of advertisements shown on television.Advertising is thus implicitly accorded substantial power to shapechildrens thinking until they acquire sufficient cognitive andattitudinal defences. (Moore and Lutz 2000). Other than the cognitive development impressions on children,advertising also influence them to take actions. In a study by Smithand Swinyard (1982) on consumer behaviour and response towards producttrials offer through advertisements suggests that because consumersknow that advertisers wish to present their brands in a favourablelight, they react to ads by partially discounting claims and formingtentatively held brand beliefs and attitudes. In contrast whenconsumers have direct usage experience, they form stronger, moreconfidently held brand beliefs and attitudes. This phenomenon has beenobserved in a number of studies with adults and may be consistent withthe case of children. The same expectations is held with regard tochildren advertising as researchers are of the opinion that with age,the capacity to form brand opinions tend to be more among olderchildren. For example children of age groups 10 and 12, and 12 and 14year olds tend to tell the truth and more likely to be scepticalt owards the institution of advertising rather than blindly acceptadvertisement claims. According to Michel Bejot and Barbara Doittau (2004) childrenadvertising are dynamic and highly appealing. The authors are of theopinion that children are the key target for advertisers because brandpreferences in this age group remain unchanged for a long time.Children remain loyal to the brands they are used to yet at the sametime they have growing pockets to afford more expensive items as theygrow older. The above aspects indicate that children though are smart andknowledgeable to sceptically evaluate and experiment with productsthrough advertisement claims they are also aware of the fact that theseadvertisers claim may not be true. At this point it is arguable tonote that some school of thoughts separate the vulnerable youngstersfrom the smart young consumers who have the cognitive ability tocritically examine the advertisement claims and disregard them if notproven true. According to Robertson and Rossiter (1974) if ads presentinformation different from a childs actual experien ce, confusion mayresult and trust in advertising may be determined. Conversely, otherssuggest that until children actually experience discrepancies betweenproducts as advertised and as consumed, they are unable to fullycomprehend advertisings persuasive intent. For this reason Moore andLutz (2000) claim that advertising use frames for product trials knownas transformational advertising in which adult consumers are drawntowards the products prior to advertising exposures by asking them toparticipate in the process of experimenting and interacting with theproduct with the view to interpret, evaluate and subsequently formtheir experience impressions. The expectancy or discrepancy frame setsare formed for comparison of later product trials which help indetermining discrepancies or consistencies of product qualities. Mooreand Lutz (2000) present the testing paradigm to show that rationalconsumers are clever in testing advertising claims of productperformances. Testing paradigm enable the m the opportunity to evaluateand form opinions. Children, on the other hand do not have the samereaction or taste for distinguishing discrepancy in the same manner. On the other hand Siegler (1996) believes that advertising and producttrials have different effects on childrens capacity to integratemultiple sources of information for consideration. Young children tendto engage in one-dimensional thinking pattern and rely on multipledimensions for a given task. Integration is imperative for childrenbecause they are dependent on this integration processing ofinformation for forming perceptual domains and consumer behaviour. Whenyounger children are presented with information it is encoded andstored in the recesses of the mind, and whenever needed retrieve it forevaluation. Information integration is basically combining newinformation presented in the media with the old information, andcomparing the two. Disparate media information result in discrepancy inexperience. This in turn results in loss of trust in advertisementmessages. Not all children however are wise enough to discriminate information.Moore and Lutz (2000) believe that age differences differentiateexpectations and credibility of advertising. They write Youngerchildren have been found to hold more positive attitudes aboutadvertising, to be more likely to believe its claims, and to be lesslikely to understand its essential purpose. Thus, among youngerchildren advertisings credibility is not likely to arise as a concern,and they are likely to perceive both advertising and a product trialexperience as believable sources of information. (Moore and Lutz2000). Clearly, this statement identifies with the fact that youngerchildren are more susceptible to advertising and they are prone to takeactions without critical evaluation. For older children advertisers maynot integrate strong expectations about a brand and instead focus onthe stronger results to generate confidence in product usage (Fazio1986). Alternatively there are groups of advertisers who vie on the physicalhabits of children. For example one of the most invidious techniques isto use junk food in advertising for children. The use of celebrities toendorse these foods without any consideration for balanced diet orfitness is common in the industry. In the UK the BBC which is fundedby licence and tax payers, received around 32 million pounds in 2001for franchising its Tweenies characters to McDonalds the FoodCommission found that the Tweenies products were high in junkelements. Despite this fact the UK government continues to allowbrands such as Cadburys to market its products and launch campaignsthat have negative effects on the physical health of children. Theseefforts are designed to generate more profits and not the publicinterest. They are aware of the fact that the lack of exercise coupledwith high calorie food result in obesity and other related diseases inchildren. The rate of obesity has doubled in the past 10 ye ars from 8.5percent to 15 percent among children under 16 years (The Lancet 2003).Yet advertisements continue to infiltrate the media and other channelswith the objective to vie on children. Children have long been recognized as the target market for manycompanies due to its economic potential. Recent estimates by Moore(2004) indicate that children and associated markets account for 24billion dollars of direct spending and it has an additional 500 billiondollars influence over family purchases. Children are considered to bepotential gold mines for campaigners and advertisers alike. Televisionchannels and the print media as well as companies are constantlyengaged in complex product placements, sales promotions, packagingdesign, public relations, and in-school marketing activities with theview to reach out to children and their parents. Given the timechildren spend in front of the television, on the Internet and mediagadgets, marketers realize that children form a huge consumer base fortoys, breakfast cereals, candy and snacks etc. For this purpose thereare more and more commercials on television to induce buying preferenceand action. TV commercials especially are being de veloped to inducechildren to purchase and participate in programs promoting cars,fashion, cell phones and other such adult related products. Accordingto Moore (2004) At the root of the childrens advertising debate isthe question of childrens unique vulnerabilities. Concerns about youngchildren range from their inability to resist specific selling effortsto a fear that without benefit of well-developed critical thinkingskills they may learn undesirable social values such as materialism†(Macklin, 1986 qt. Moore 2004). Her view is also affirmed by Acuff andReiher (1998) who indicate through their study that children aresusceptible to advertisements because of the extensive measures andstrategies adopted by the advertisers. Their study reveals thatmarketers devise winning formulas to gain the confidence of children bysending out messages that winning children are those who are associatedwith certain brands. These may be Barbie, He-Man, Teletubbies orSpider-Man. Identification and association are the keys to the winningformula. The success rate of the winning formula depends on how deep an impactthe product or brand has through the advertisements. These aredeveloped based on the knowledge of the development of the mind of thegrowing consumers. The product leverage mix is formed based onqualities that are demanded by children such as characteristics of ahero, power of a character and/or qualities of the product. The productleverage matrix is a comprehensive model formed for analyzing the needsand wants of the young consumers and a guide to allow marketers to havea look at the bigger picture. Once the matrix is determined the medium, concept, content, context,process, characters or personality, and attitude or style areestablished. Elements to be noted include: What is the psychologicalpoint of view of the target audience? What are the visual and verbalcontents that will be used for the product? How marketers will form thecontext of the advertisements for the target audience and the kind ofprocesses that will be involved to create an interface for interactionwith the potential consumers? Character association or the use ofpersonality to denote product quality is also common in the designingof the matrix etc. (Acuff and Reiher 1998). The marketers are also aware that young children are intelligentindividuals who exercise their developing cognitive abilities byassociating qualities with certain images. For example Bugs Bunny is aclever rabbit or Kellogg’s Pop Tarts are fruity flavoured etc. They areable to associate as well as distinguish between products andcharacteristics of the products. Identifying the points of differencefrom the children’s perspectives is critical but not impossible. Acuffand Reiher (1998) also note that these are assumptions that adults makeregarding the preferences of children such as teens wanting moreenergy; identifying with hero athletes; wanting great taste or newproduct names. Yet at the same time they also warn the marketers that: more often than not these assumptions are left unexamined as toveracity and strength. Its an important practice to check assumptions:check what the leverage actually is, and its relative power versus whathas been assumed. More often than not, adults make erroneousassumptions about what kids perceive to be important and powerfulbecause adults are looking at their product or program through adulteyes. It is critical to get at the actual leverage rather than theassumed leverage. With the above hypothetical Enerjuice example inmind, adults may be surprised when testing directly with kids focusgroups reveals that the new products blue colour is its most powerfulpoint of leverage and that the majority of kids tested dislike the newname. (Acuff and Reiher 1998). The basic premise in such a condition is that marketers need to ensurethey give promises and fulfil them too thereby gaining competitiveadvantage. This kind of positioning helps them to organize andcategorize products in the mind of the targeted consumers. In the endhowever, the marketers must realize that it is the bigger picture thatneeds to be satisfied that is product leverage matrix. At the centreof the matrix are the crucial elements that should not be neglectedsuch as gender, stage, age, structure, dimension, style and pastexperience. The consumers are at the end of this list and are the mostpowerful deciding factor that can make or break their products. Theyconclude that Successful products and programs are those that satisfytheir needs and wants in the short term (impulse) or in the long term.While a colourful and involving Trix cereal package with a maze on theback provides for short-term needs satisfaction, Mattels Hot Wheelscars year after year continue to provide young boys with something theyneed and want small, easily manipulability, colourful minicars thatare fun and involving to play cars with (Vroom! Vroom!) And toaccumulate and collect. (Acuff and Reiher 1998). Children advertising have attracted legal, scholars and parentalattention. Proponents of the children targeted marketing andadvertising argue that the financial backing that children programs aregetting derive from sponsors who make programs on television possible.Advertising to children are therefore motivated by profitability.Furthermore they also argue that these sponsors target a separate nichemarket of children of age group 12 and 14. Advertising provides themwith product information and does not really provide stimulus aschildren in this age group are more like adults with their specificideologies, attitudes and behaviours where preferences of products andservices are concerned. They have been exposed to persuasive messagesfor a long time and can distinguish persuasive messages from empoweringones. Thus they are product and advertising savvy. On the other hand opponents such as parents and consumer protectiongroups argue that advertising directed at children are not onlyunethical but they are also manipulative stimulants that promoteconsumerism in children from a very young age. Advertisements createwants and poor nutritional habits that induce children to pesterparents for products that are harmful for them (Berlger 1999). Theiropinions have been affirmed by Acuff and Reiher (1997) who suggest thatpreschool children at two and three years old tend to identify withfrequently seen images and therefore would be attracted towardsspokes-character in advertising and marketing. The desire to see thesecharacters and related products they see on television, packaging andpromotions induce demand for the same among children. According to DelVecchio (1998, p. 225), The objective is to select an effective pieceof advertising that will break through clutter, communicate the name ofthe brand, its key feature and benefit, and do so in a cool way thatwill elicit a childs request. Those advertisers are successful whosuccessfully use innovation, meticulous marketing, planning and massiveexposures in their key characters according to Schneider (1989). The ethical dilemma enters the scenario when one refers to the degreeand extent of the use of stimuli. Research indicates thatspokes-characters use role play and features that would relate animatedwith human characters and thereby influence childrens attitudes(Chebat et al 1992). The issues surrounding the use of advertisingcharacters to children stem from the fact that the characters arecommoditized without consideration for its impact on the children.Without regulations, advertisers tend to deviate from the conventionaluse of these characters. They treat children and adult related productsalike. That is perhaps the reason why Cross (2002) indicates that therehas been a rise in restrictions on tobacco advertising during the 1990sto curb tobacco companies from targeting children by the use ofspokes-characters in their advertising and marketing campaigns. In this context advertisements have a deep ethical impact on thecognitive and development of growing children and the authority needsto recognize this fact. According to Roedder (1981) children arevulnerable and fail to utilize cognitive plans for storing andretrieving information. The categorization of processing deficienciesstem from the childs inability to use the actual strategies and aidsfor storing information in the memory. Limited processing capabilitiesin young age group especially induce children to learn throughmemorization and are not capable of using tools for separating,segregating and processing information according to utility. Insteadthey use information incidentally. Television uses fast pace visualgraphics and audiovisual medium to influence preschoolers and aroundthat age group. The effects become consistent when children areregularly exposed to these audiovisual images so that they becomeimprinted on the minds of the young children (Alwitt et al 1980).Animation a nd other stimulus have double impact on the informationprocessors of children. As children become receptive to advertisementsor images that are regularly shown they come to recognize it in theirdaily experiences. Once the images are imprinted in the targeted group’s mind it is easyto generate brand recognition through triggering keys which may be inthe form of visual or audio effects. Spokes-characters such cartooncharacters have this essential effects on the children. Studies havefound that young children often discriminate between products on asimple heuristic of whether one particular quality (which may includebrand name or character) is present or not (Rust and Hyatt 1991 qt.Neeley and Schumann 2004). Another aspect of advertisements is that children tend to associatewith the characters and brand that they prefer. Instilling a brand inchildren’s minds is easy when spokes-characters are used to define thequalities of the products. For example in Bahns (1996) study four andfive year olds proved to be receptive to product characteristics byinferring spokes-characters. Bahn gives the example of cereal boxes.Boxes with cartoons are associated with sugary and sweet cereal meantfor kids while those that do not have cartoons are bland and notsweet, and are meant for adults. This logic for cereal preferences andchoices indicate that advertisements with their logos, characters andcartoons all have a great impact on the minds of young children in thisage group. While Bahns example seem harmless whereby advertisers are merely usingthe characteristics and qualities of products to appeal to the youngconsumers, Fischer et als (1991) example raises ethical dilemma. Intheir study the researchers asked children ages three to six toidentify logo brands with the appropriate product. They observe thatchildren tend to associate the Old Joe character with cigarettes. Thisassociation has been developed through the inference of the Cameladvertisements that uses Old Joe a cartoon character for brandpersonalization. Hence, the researchers conclude that regardless of theintentions of advertisers and marketers, the effects of advertising onchildren are inevitable. Yet there are arguments against this view by psychologists such asPiaget (1929). This group of individuals are of the view thatpreoperational children between ages two and seven do not reallyprocess information logically or abstractly. They rely on processingstrategies such as â€Å"transductive† to connect between thoughts andreasoning and therefore not susceptible to the underlying qualities.They may understand simple expressions of but have difficulty inassociating it with product differentiation. Consequently Neeley andSchumann (2004) write: While research findings show that young children can exhibit highlevels of character/product recognition, association, and affect, thechallenge arises when we assume that these early responses lead toproduct preference, intention, and choice. Recognition, association,and affect are manifestations of simpler cognitive processing abilitiesthan preference, intention, and choice, and research supports thenotion that these simple abilities would be present in children asyoung as two or three years old. More advanced cognitive abilities arerequired for the later behavioural stages of preference, intention, andchoice because these responses require a child to position one item(e.g., brand/product) relative to others, something that a child maynot be able to d