Poetry Analysis of “Introduction to Poetry”

Verse investigation of ‘Introduction to Poetry’ The Poem â€Å"Introduction to Poetry† is by Billy Collins, an English artist, and it is about how instructors frequently power understudies to over-dissect verse and to attempt decode each conceivable significance depicted all through the sonnet instead of permitting the understudies to shape their own understanding of the sonnet dependent on their own encounters. All through the sonnet, various abstract gadgets are utilized. For instance: â€Å"or press an ear against its hive†.Using this analogy, Billy Collins is contrasting the body of a sonnet with the hive of a honey bee. The hive of a honey bee seems, by all accounts, to be something perilous and obscure, much the same as another sonnet, at no other time seen, with which one is new. Utilizing this allegory, Billy Collins is proposing that one ought to get a vitality of the sonnet by perusing it similarly as one would get a feeling of vitality by squeezi ng one’s ear to a hive of a honey bee. The idea of a honey bee is especially occupied and honey bees are animals that appear to be continually on the go.In thusly, Billy Collins is proposing that while the peruser is processing the sonnet, the individual in question ought to continually be ‘feeling’ the sonnet and be hectically examining it. By contrasting the sonnet with a hive, he is likewise saying that, similar to a hive, a sonnet is brimming with extreme life. The qualities shared by both the two allegorical pictures are fundamentally the same as, in this way, it is a successful correlation. The sonnet is successfully exemplified indeed through the lines: â€Å"or stroll inside a poem’s room†.Here, Billy Collins recommends that the poem’s room, in other word, its body or what the sonnet contains, similar to a room of an individual, characterizes the sonnet. One can get familiar with a ton about another by review their room. Like a room a s well, which is private and ought not be attacked, one ought not attack a sonnet as in one ought not dissect it too vigorously. Another powerful allegory, â€Å"I need them to water-ski over the outside of the poem† is utilized in this poem.Billy Collins is contrasting water-skiing over the outside of the water to the manner by which he accepts sonnets ought to be perused which is tenderly and just on a superficial level. This is a successful analogy as water-skiing realizes an incredible feeling of euphoria and is fun, similarly as perusing a sonnet †in Billy Collins’ conclusion †ought to be. The utilization of onomatopoeic gadgets and onomatopoeic words are copious in this sonnet. For example, â€Å"I state drop a mouse into a poem† is a line whereby the word â€Å"drop†, an extremely onomatopoeic word, viably proposes that the peruser of a sonnet should tenderly break down a poem.This is depicted through the delicate ‘p’ sound o f the word and this is accordingly compelling as the peruser gets a feeling of the tenderness Billy Collins wishes his perusers had with regards to investigating verse. The way that enjambment is utilized all through the sonnet, for example, in the lines, â€Å"like a shading slide or press an ear against its hive† depicts an absence of structure and along these lines stresses the underlying pleasure one feels when perusing a sonnet before the errand of examining it begins.This is likewise accentuated through the way that the sonnet is a free stanza sonnet. The sonnet unexpectedly turns out to be a lot darker in the last verse and a Billy Collins clarifies how educators, understudies or general perusers of verse ‘torture’ a sonnet by being what he accepts is pitilessly diagnostic. He says, â€Å"all they need to do is attach the sonnet to a seat with rope and torment an admission out of it†. Here, the sonnet is being exemplified once more and this achieves a practically human association between the peruser and the poem.This utilization of representation is compelling as it causes the peruser to feel to some degree liable for over-breaking down a sonnet. This line is likewise a similitude. The manner by which one breaks down a sonnet is being contrasted with a casualty being secured to a seat and having an admission tormented out of them. This analogy is successful as, similar to a rope nailing down an individual would be prohibitive, over-dissecting a sonnet limits the concentration and contracts it from just permitting it to be. They start beating it with a hose to discover what it truly means†. This is a continuation of the representation and is profoundly viable as it firmly depicts a feeling of savagery through the decision of ‘hose’ as an item with which to torment rather than a regular weapon. One can simply envision how difficult this would be and once more, powers the peruser to nearly sympathize with the sonnet. The sonnet sends a ground-breaking message to its perusers and is essentially clear in its message to not dig excessively profound into the message of a sonnet.

The Role of Afro-Cubans in the Formation of Cuba Essays -- History Cub

The Role of Afro-Cubans in the Formation of Cuba Presentation In the development of the Cuban country, the job of Afro-Cubans is evidently critical. The achievement and wealth acquired by Cuba as a Spanish state would have been incomprehensible without the misuse of African slave work. Indeed, even before liberation, there were key figures in the Cuban autonomy development, for example, Antonio Maceo, who were free men of Afro-Cuban beginning. After liberation in 1886, Afro-Cuban ex-slaves demonstrated their energy for their future in Cuba by chipping in huge numbers to battle in the Liberation Army. However in the triumph over the Spanish in 1898, Afro-Cubans were given little acknowledgment for their staggering help, and were skirted for places of power during the American occupation. The Americans for the most part designated white Cuban outcasts or Spanish warriors over Afro-Cubans, wrecking the expectations many had of at long last accepting their legitimate offer, in the expressions of antiquarian Aline Helg. Helg’s book Our Rightf ul Share: The Afro-Cuban Struggle for Equality, 1886-1912, examines these rehashed frustrations felt by Afro-Cubans. In 1902 Cubans were finally allowed to oversee themselves, and a constitution was drafted proclaiming all men equivalent, and conceding all inclusive male testimonial. However whites despite everything ruled the places of intensity in Cuba, and legitimized themselves by holding fast to a legend that racial fairness had been built up (Helg, 70). Disappointed with their parcel, Afro-Cubans again took part in enormous numbers in an upheaval, this time under the liberal Jose Miguel Gomez, who guaranteed them improved portrayal in government positions. Following the mistake encompassing the 1908 races, Afro-Cubans started to d... ...top giving up everything to benefit Cuba. They needed to adore themselves and perceive their own worth; at that point they needed to cherish their families, at that point, their race; and afterward, simply after this, their country (241). The legend, or perhaps perfect of racial fairness and solidarity had been overlooked. The disappointment of Afro-Cubans to accomplish fairness in Cuba was the consequence of a bigot cultural order ruled by a white privileged. The more Afro-Cubans pushed for changes, the more whites stood up to. In the long run, Afro-Cuban strategies turned out to be progressively radical, which prompted the rough reaction to the Partido Independiente de Color. The perfect of clique between the races, held by the Cuban progressive legends Maceo and Marti, couldn't endure. Assets Helg, Aline. Our Rightful Share: The Afro-Cuban Struggle for Equality, 1886-1912. UNC Press, Chapel Hill, 1995.

Outbox October 6th, 2017

Inbox/Outbox October 6th, 2017 I must be eating my Wheaties for breakfast lately or something, because I’ve been reading a crap ton. For me, anyway. My goal is still one day to read half as much as Liberty. My reading habits are always all over the place, usually with books ranging across fiction and nonfiction, as well as print and audio, all going at the same time. I like to have choices, I can’t help it. As I write this, I’m realizing that there is literally nothing much in common with any of these books. At all. Sorry if themes or patterns are your thing. This is not the list you are looking for. INBOX (BOOKS ACQUIRED) Sourdough by Robin Sloan I got this just the other day and have only just cracked the first couple pages of it. I can’t even tell yet if I like it, though I think I do. But it sounded like a quiet novel about a quiet woman and the blurb alone made me like her. There are days when I want nothing more than to just stay in my house and not interact with any other humans at all, so I was intrigued by the plot. The Long, Long Life of Trees by Fiona Stafford I’ve been super into nature writing lately and I’ve always liked trees anyway. This book takes 17 different kinds of trees and explores how they have influenced various aspects of culture, from literature to art to religion. I am not far into it yetâ€"in fact, I’ve only read the intro and the chapter on yew treesâ€"but I’m fascinated. Besides being the wood that the kickass English longbows are made out of, did you know that some yew trees in England are older than Stonehenge? How is that not so cool? The Wangs Vs. The World by Jade Chang I think I might be the only Rioter who hasn’t read this yet. I have it on Audible and am finally going to listen to it. I started it the other day and am intrigued by the experiences of this family so far. It’s a backlist book but I just got it and am super excited about it. OUTBOX (BOOKS FINISHED) Writing and Selling Short Stories and Personal Essays: The Essential Guide to Getting Your Work Published by Windy Lynn Harris I’ve been working on my own personal creative writing a lot lately. This book has been one of the most helpful books I’ve picked up in a long time on the craft of writing. While it does talk about the actual craft of writing a bit, I really loved the sections on finding the best market for your short stories and essays. This book is a super detailed and helpful guide to marketing your shorter pieces of writing, based on a class Harris designed and teaches to writers across the country. There are SO MANY excellent tips that I never would have thought of, and I’m not a total newcomer to short story publication myself. I’m so glad I got this book. Prickle Moon by Juliet Marillier Marillier is probably the one author whose work I universally love. I can’t even say that about my literary husband, Neil Gaiman. Somehow, I had completely missed this collection of short stories when it came out in 2013, so I made up for that oversight this week. I am delighted that Marillier’s gorgeous writing style extends to short stories just as well as it does to her novels. This was a lovely mixed bag of stories, ranging from fantasy (including a Sevenwaters story, fuck yeah!) to contemporary. Who Thought This Was a Good Idea? by Alyssa Mastromonaco I’m listening to this one on audio. I’m finallly in a place now where I can handle some political writing again, and this was a good book to ease my way back into reading political writing again. This is the memoir of President Obama’s Deputy Chief of Staff, her reflections on her years in the White House, and how she came to be one of the most powerful people you’ve probably never heard of. This reads like The West Wing as written by Shonda Rhimes, and I looked upon it and saw that it was good. A Secret History of Witches by Louisa Morgan I’ve been looking forward to this book for quite some time. I received a copy and have found it to be super interesting and enjoyable so far with vivid writing and rich detail. I mean, a multigenerational story about a family of witches. That is exactly what I want to read. I’m pretty sure I have some witch in my ancestry. Anyway, I think it’s absolutely true that there’s a little witch in all of us… IN THE QUEUE (WHAT I’M READING NEXT) Theft by Finding by David Sedaris. I don’t know that this one needs an explanation. Thanks, Obama: My Hopey, Changey White House Years by David Litt. Because I can take it now. Star Trek: Prey Hell’s Heart  by John Jackson Miller. Mmmm. Sweet, sweet brain candy.

Statement of Purpose to Study Biology and Chemistry

My passion in medicine started off as intense curiosity towards the work of human body. As I entered junior college, we explored on topics like how virus causes disease, how cancer developed and gene therapy which allow me to developed a more sophisticataed appreciation for sciences. Having gone through several complicated medical issues involving my family members, I came to appreciate how medical advancement can improve the quality of life. And I yearn to know more human antonomy, diseases and their combined interations at the gross and molecular level. Doctors have the capacity to drastically improve patients; lives. I wanted to be a physician who is well equipped with medical knowledge and training to help those in need as I find it an extremely meaningful profession. To make sure that my ideal matches with the reality, I job shadowed Dr Tan in klinik Malaya when I was in Malaysia. The experience was extremely enriching. I witnessed the various steps doctor undertaken to make accurate diagnosis. Dr tan skilfully switching between the different type of spoken laguages to establish effective communication with her patients and was mindful of avoiding scientific jargon to allow herself to be easily understood. The close interaction built and Her ability to assure, educate and empowers the patients to take control of their well being was admirable. It was heartening to observe Dr tan attend to each walk-in patients professionally, conduting the assessments carefully, allShow MoreRelatedHow to Write an Sop for Grad School1587 Words   |  7 PagesWINNING STATEMENT OF PURPOSE FOR A GRADUATE SCHOOL Compiled by Shoukat Iqbal Khattak Faculty Member Bahria University of Management Sciences-Karachi campus E-mail: shoukat.iqbal@bimcs.edu.pk Developed Created by Anthony O. Okobi using: STATEMENT OF PURPOSE Table of Content 1. Introduction: What, Why and How of Statement of Purpose. Read MoreWhat Are Public Health?1628 Words   |  7 PagesProfessionals in the public health field are committed to making health care accessible to all sectors of society and discovering how to serve diverse individuals and populations which may be at greater risk. b. What do Undergraduates in this AOC Study? The Public Health studies major offers a curriculum that includes coursework in ethics, the natural sciences, policy, economics, and environmental issues, among other areas. As an undergraduate program, students focus on: †¢ Epidemiology †¢ Environmental HealthRead MoreMy Goals And Future Plans1536 Words   |  7 PagesStatement of Purpose Sarang Mahajan In the essay that follows, I have made a sincere and truthful attempt of putting down my objectives, experiences and future plans with the aim of pursuing a career in biology. The ultimate goal I envision is of becoming a dedicated and creative researcher and a resourceful teacher. Keeping this objective in mind, I believe that pursuing graduate studies at (university name) is the correct choice and the first step towards my goal. Hence I seek admission to theRead MoreSample Resume : School Of Science Health1613 Words   |  7 Pages Assignment Cover Sheet School of Science Health Student name: Thakshayani Kulasingam Student number: 17072423 Unit name and number: Advanced Medicinal Chemistry (300891) Tutorial group: Group Number: 11 Lecture day and time: Wed 9.00 am – 12.00 noon Lecturer/Tutor: Dr. Cheang Khoo Title of assignment: Protein Structure Assignment Length: 7 pages Date due: 29/03/2015 Date submitted: 29/03/15 Campus enrolment: Campbelltown Declaration: ïÆ' ¼ I hold a copy of thisRead MoreAnalysis Of The Article New Gene Resists Our Last Ditch Drug 998 Words   |  4 Pages Bethany Brookshire, the author of the article â€Å"New gene resists our last-ditch drug† found in the Society for Science the Public, invoked fear and urgency in teen readers fascinated with biology and health. Throughout her article, Brookshire establishes that doctors, farmers, and everyday citizens should be cautious in the use of antibiotics and use methods to limit the spread of harmful bacteria (making the issue personal to the reader). She gains her readers’ attention and trust by quoting informationRead MoreMy Education Is the Hope to Achieve My Career Goal1222 Words   |  5 Pagesexpertise) or explicit (as with the theoretical understanding of a subject); it can be more or less formal or systematic. I am very thankful for providing me this opportunity and it is with sincere sense of gratification that I pen my statement of purpose. This statement is just intended to throw some light on my aspirations and achievements and to support my credibility as a promising student at your university. I have always believed that a thorough formal education is essential, if I have to evolveRead MorePersonal Statement Of Purpose For Healthcare1198 Words   |  5 PagesStatement of Purpose My interest in healthcare began in my senior year in high school. Before this revelation, I had vision problems and was prescribed corrected lenses. I continued to have visual difficulties and sought assistants from various professionals. I later learned my deteriorated vision was due to Karatoconus (KC) – a disorder of the cornea that results in visual distortion. My ophthalmologist advised me that my condition would worsen until I eventually become blind. Because of the lateRead MoreMy Journey Towards Studying Microbial Infections1226 Words   |  5 PagesStatement of Purpose Over the past sixteen years, my insatiable thirst for delving deep into Microbiology coupled with my profound aptitude for research has inspired me to pursue a Ph.D. My journey towards this aim began with the incident when I was ten and my brother, seven, and he had chicken pox. I had to stay away from him during the quarantine period and the curiosity led to a mini research project, which fuelled my interest in studying microbial infections. Since then this circuitous ride hasRead MoreFreshwater Is A Vital Necessity Of Life Essay1372 Words   |  6 Pagesof aquatic ecosystems which provide ecosystem services that utilized mostly by humans and other organisms. The ecosystem services that are provided for by aquatic ecosystems that are utilized by humans include agricultural food crops, recreational purposes, biological control and management of insects and weeds (FAO, 2003). It is estimated that approximately 12% of living organisms i.e. animals and plants are dependent on freshwate r ecosystems for their survival, and though the importance of freshwaterRead MoreYear Stem Courses Over The Project Period1549 Words   |  7 Pagescareer exploration, and cover letter and resume assistance, as well as assistance with statements of purpose for professional schools. In addition, advisors routinely meet with students to assist them in gaining experience within their field, including finding and securing internships, research opportunities, job shadowing, and networking, as well as finding appropriate opportunities for post-graduate employment and study. Advisees have commented on the help that they have received as being instrumental

The Role of the Bolsheviks for the Decline and Fall of the...

Modern History Research Essay: The Russian Revolution (Task 1) Assess the role of the Bolsheviks for the decline and fall of the Romanov dynasty. The beginning of the 20th century brought radical changes to the social and political structure of autocratic Russia. It was a period of regression, reform, revolution and eradication. Eradication of a blood line that had remained in rule for over 300 years; the Romanov Dynasty. The central figure of this eradication was Tsar Nicholas II, often described as an incompetent leader, absent of the â€Å"commanding personality nor the strong character and prompt decision which are so essential to an autocratic ruler...† (Sir G. Buchman, British ambassador to Russia from 1910 in H. Seton-Watson, The†¦show more content†¦The 1905 revolution can be considered as the pinnacle event that accelerated the downward spiral of Tsar Nicholas’s rule and Russia’s adherence to their â€Å"little father†. From this point onwards Nicholas was referred to by the people as not their â€Å"little father† but â€Å"Nicholas the Bloody†. The present ruler ha s lost absolutely the affection of the Russian people, and whatever the future may have in store for the dynasty, the present tsar will never again be safe in the midst of his people. (The American consul in Odessa). This revolution was an uprising of people from all levels of society and was not an uprising organised by any group in particular. The Bolsheviks played a minimal role in the 1905 revolution as most of their leaders were living in exile and their impact and influence on the workers in that year was weak as well as having no Duma faction. This demonstrates that the Bolsheviks had a minor role in the pinnacle events that led to the downfall of the Romanov dynasty but rather gained support after Nicholas’ abdication. The years following the 1905 revolution seemed to show a lull amongst the people but unrest soon returned to the cities. In the months leading up to WWI, St. Petersburg was paralysed by strikes, with workers and police officers fighting hand-to-hand battles on the street.Show MoreRelatedRise and Fall of the Romanov Dynasty2238 Words   |  9 PagesThe Romanov Dynasty held the Russian Empire as one of the most powerful European states for over three centuries. In 1917, during Nicholas II’s contradictory reign, a revolution began that transformed the empire into the first ever communist nation, replacing the infamous autocratic rule and introducing the Union of Soviet Socialist Republics. The Russian people were ruled by an autocratic government since 1613 when the Romanov Dynasty began. The government was run by the Tsar who had unlimited powerRead MoreOne Significant Change That Has Occurred in the World Between 1900 and 2005. Explain the Impact This Change Has Made on Our Lives and Why It Is an Important Change.163893 Words   |  656 Pagestheir situation within the domestic sphere and the conditions under which they labored to expand the career opportunities available to them at different times and in diverse settings. She places special emphasis on the important but often overlooked roles they played in politics, particularly those associated with resistance movements, and their contributions to arts and letters worldwide. Drawing on the essay collections and series on women in world history that she has edited over the past decade

Advertising Ethics a Contextual Response Based on Classical Ethical Theory Free Essays

string(209) " aside from greater semitivities to the environment and greater emphasis on a number of socially responsible actions, businesses, for the most part, still face ethical issues that were prevalent in the 1960s\." Advertising Ethics: A Contextual Response Based on Classical Ethical Theory Cornelius B. Pratt E. LincolnJames ABSTRACT. We will write a custom essay sample on Advertising Ethics: a Contextual Response Based on Classical Ethical Theory or any similar topic only for you Order Now F. P. Bishop argues that the ethical standard for advertising practitioners nmst be utilitarian. Indeed, the utilitarian theory of ethics in decision-making has traditionally been the preference of U. S. advertisingpractitioners. This article, therefore, argues that the U. S. advertising industry’s de-emphasisof ;ontological ethics is a reason for its continuing struggle with unfavorable public perceptions of its ethics – and credibility. The perceptions of four scenarios on advertisingethics and the analyses of the openended responses of 174 members of the American Advertising Federation to those scenarios suggest that advertising practitioners need a stricter adherence to deontological ethics than is indicated in this study. Advertising, a traditionally high-profile management function since World War II, perpetuates a paradox. On the one hand, it is commonly touted by business and the academy as a major economic, social and competitive force in post-world war economies. On the other hand, it is, invariably, a bull’s-eye for public wrath. Cowton (1992), Crisp (1987), and Litttechild (1982), for example, present evidence on consumer suspicion and antipathy toward and investor concerns about advertising Cornelius B. Pratt is Associate Professor in the Department of Advertising, at Michigan State University. His research has been published in suchjournals as the Journal of Media Planning, Journal of Business Ethics, Public Relations Review, Public RelationsJournal, Public Relations Quarterly, and Journalism Quarterly. E. LincolnJames is Associate Professorand Assistant Chairperson in tke Department of Advertising at Michigan State University. His work has appeared in several scholarlyjournals, including the International Journal of Advertising,Journal of Advertising, Journal of Direct Marketing, Journal of Media Planning, and Weberforschung und Praxis. ethics. Such antipathy and concerns have a considerable history, having begun earlier in this century (Rogers, 1990). Since a national meeting of the Advertising Federation of America in March 1942, during which it created a 39-point code of ethics for advertising during World War II (The New York Times, 1942), U. S. ublics and regulatory agencies and businesses worldwide have had a consuming interest in ethics. In his widely acclaimed book, The Ethics of Advertising, Bishop (t949) argues that the ethicai standards of advertising should â€Å"meet the practical requirements of society at a given stage of development† (p. 88). Thus he suggests utilitarian, relativistic, not rigid, standards of ethics for the ad industry. In Nevett’s (1985) rebuttal to Bishop’s (1949) argument, he concluded: â€Å"The ethical case for advertising stands in need of rigorous re-examination† (p. 04). The industry is not oblivious to such a need; existing programs are being revamped and others are being developed to respond to ethical issues. Indeed, selfregulation for socially responsible conduct has become an attractive option of industry associations as advertising practitioners report that their activities conform to the principles of business conduct, adopted March 2, 1984, by the Board of Directors of the American Advertising Federation (,~a~F)(Chonko et al. , 1987). This article re-examines advertising ethics and argues that the perfunctory adherence of the advertising industry to deontotogical ethics results in a public perception of the industry as more susceptible, on the average, to ethical dilemmas than are most other management functions. So pervasive is this perception that Bergerson (1991-1992), chairman of the Self-Regulation Committee of the AAF, criticized industry efforts that were largely directed at treating the symptoms of the problem rather than Journal of Business Ethics 13: 455–468, 1994.  © 1994 KluwerAcademic Publishers. Printed in the Netherlands. 456 C. B. Pratt and E. L. James Greyser and Reece’s (1971) update of the 1962 HBR study (Greyser, 1962) indicated that while business leaders had a continuing strong respect for the economic role of advertising, advertising standards had slipped in some areas from standards reported in 1962; and, advertising content, particularly its perceived truthfulness, drew major criticisms. More recent research underscores a rising tide of questionable practices and ethical problems among advertising practitioners (Carson et al. 1985; Hunt and Chonko, 1987; Nevett, 1985; Ossip, 1985; Rotzoll and Christians, 1980; Haefner, 1991). Consequently, Bergerson (1991–1992), for example, observes cynicism and indifference among the public toward advertising: â€Å"If the legislators, regulators and the public perceived advertisers to be more committed to legal and high ethical standards, their level of trust wilt rise and their level of unwelcome attention will fall† (p. 22). the problem itself. â€Å"Everyone in the industry should be interested in being a part of the solution,† Bergerson (1991-1992) wrote. The solution is to restore and maintain advertising’s credibility† (p. 22). Purposes of study The purposes of this study are twofold. First, it examines AAF members’ perceptions of four scenarios on advertising ethics, and analyzes their reasons for perceiving such scenarios as they did. Because members of the AAF — the largest association of advertising practitioners in the United States – operate in the trenches of the U. S. advertising industry, their perce ptions could be typical of those in the industry. Based on their comments, the present study argues that deontological ethics be applied more readily to decision-making than is currently the case. Second, this study links practitioners’ perceptions to ethical theories. Such a linkage is important because â€Å"(ethical) theories are like windows onto the world of moral reasoning. They are meant to provide vantage points from which important ethical decisions can be considered† (Lambeth, 1986, p. 25). The results of this study are, therefore, presented within the specific framework of classical theory: deontology. Theoretical framework: The classical ethical theory ofdeontology Advertising practitioners continually explore ethical systems that will guide their decision-making processes. Lambeth (1986) observes that such a â€Å"system of ethics cannot ignore the classical approaches of deontology and teleology, or the variants of them† (p. 28), and identifies the characteristics of such a system: A system of ethics must be flexible,but not so flexibleas to be a mere rationalization for the personal preferences of those who invoke it. In short, a systemmust have bite and give direction. Its precepts should offer continuity and stability, though not necessarilyinvariant outcomes. Rationale for study The growing literature on the morality of business practices indicates that, aside from greater semitivities to the environment and greater emphasis on a number of socially responsible actions, businesses, for the most part, still face ethical issues that were prevalent in the 1960s. You read "Advertising Ethics: a Contextual Response Based on Classical Ethical Theory" in category "Papers" The advertising profession, as business, is no less immune to the unsavory public perceptions of business ethics in general. Almost 30 years ago, while a Harvard Business Review (HBR ) survey of business leaders indicated great respect for and an improvement in the standards of advertising during 10 previous years, there was a greater tendency on the part of the leaders to think that a code of ethical pracnces was more desirable for advertising than it was for their own industries (Greyser, 1962). (p. 28) Kantian ethics, a time-honored classical ethical theory, provides the framework for discussing the implications of self-reported ethics for the advertising industry. Deontology is a duty-based, nonconsequentialist theory of ethics that asserts that certain, human actions are inherently† right or wrong. (Eighteenth-century German philosopher Immanuel Kant (1724–1804) provided much of the moral reasoning for pure deontology. ) The emphasis is on the doer’s actions. For example, it is always wrong to steal, lie or break a promise; it is one’s moral duty to Advertising and ClassicalEtflical Theory tell the truth and to keep one’s promises – regardless of the consequences. Universalizing an action is one criterion offered by Kant for determining the ethics of a decision or action. Does the decision, action, or advertising message treat people as ends or as means toward an end? Kantian ethics requires that the doer respect the rights, status and dignity of the people with whom she or he interacts. Deontology has a unique appeal to and major implications for the ethics of advertising practitioners. Consequently, the continuing search for clear-cut do’s and don’ts is a major focus of a number of advertising departments, agencies, and associations. One worldwide approach to such a search is the adoption of an ethics code whose imperatives, with a deontological bent, require, for example, that â€Å"we will not knowingly create advertisement that contains false or misleading statement or exaggerations, visual or verbal† (American Association, 1990). Such self-regulation by codes of ethics is, therefore, one far-reaching measure the advertising industry has taken to address the everyday ethical questions that it confronts. Such a strategy contradicts Ekehind and Saurman’s (1988) argument that such codes may not improve the professionalism of the practice. The rationale for such codes, argue advertising practitioners, is that the industry can distinguish right fi’om wrong. Beyond that, such self-regulation has the advantage of addressing headon some of the unfavorable public perceptions of advertising. The eight-item Advertising Principles of American Business, adopted March 2, 1984, by the American Advertising Federation Board of Directors, is replete with non-conditional, unequivocal â€Å"shalls† and â€Å"shall nots,† again, indicative of deontological requirements or proscriptions. Similarly, the Standards of Practice of the American Association of Advertising Agencies uses â€Å"musts† and â€Å"will nots† to disapprove unethical conduct among practitioners. These principles and standards satisfy both the principle of unity† and Kant’s categorical imperative and reject the notion of situational ethics (Briggs and Bernal, 1992). Thus, theoretically, the advertising practice embraces non-conditional ethical requirements. A number of professional associations that seek self-regulation of advertising in the United States have adopted a number of codes of conduct to 57 which practitioners are expected to adhere, emphasizing, in essence, the importance of deontological ethics. Research questions This study poses three research questions: a What are AAF members’ overall perceptions of advertising ethics as oudined in four scenarios on ethics? [] Do such perceptions vary significantly by the type of ethical issue confronted? a What ar e the implications of the classical theory† of deontology for the self-reported ethics of the sample practitioners? Method Questionnaire development A three-part questionnaire that had six statements on each of four potentially troublesome scenarios on moral issues was designed and pretested for clarity† and face validity on 20 respondents randomty selected from the relevant population. Responses to six statements on eachscenario were anchored on a four-point scale: 1 for â€Å"definitely yes,† 4 for â€Å"definitely no. † Respondents were requested 😠® comment briefly on their responses to the scenarios. The scenarios were developed by reviewing the standards of practice developed by three advertising associations: the 55,000-member AAF, the largest association of advertising professionals whose code of ethics was established in 1965; the American Association of Advertising Agencies, whose code was first adopted in 1924; and the National Advertising Division/ National Advertising Review Board, whose ethics code was created in 1971. The reviews identified issues of greatest ethical concern to the advertising industry. Additionally, the research literature on ethics in marketing and advertising was also examined for insights on formulating the scenarios. Hunt and Chonko (1987), for example, in extending an earlier study by Rotzoll and Christians (1980), identified six 458 C. B. Pratt and E. L. James Data collection major ethical problems from the responses of 269 advertising executives to an open-ended question: â€Å"Would you please briefly describe the aspect of advertising that poses the most difficult ethical or moral problem confronting you in your daily work? † (p. 19). Also, Wood et al. (1988) used 16 vignettes to examine the ethics of business students and business professionals. Similarly, Bellizzi and Hite (1989), DeConinck and Good (1989), Dubinsky et al. (1991), Fraedrich and Ferrell (1992), and Mason et al. (1990) used scenarios, vignettes and statements to assess respondents’ perceptions of ethics. Such hypothetical, ethics-related scenarios provide insights into business ethics, and have been found useful in replicating real-world situations for the purpose of evaluating moral conduct (DeConinck and Good, 1989; Dubinsky et al. 1991; Madden, 1989; Hegarty and Sims, 1979). A single-wave mail survey was used to collect data from the practitioner sample from the fall of 1991 through the winter of 1992. To encourage candid practitioner responses and to obtain an optimal response rate, a hand-typed, individually addressed covering letter, in which respondent’s anonymity was assured, accompanied each questionnaire. A business-reply e nvelope was in each piece of mail. Respondents were requested not to write any identifying information on the questionnaire. Results Pr@’le on respondents Sampling A systematic random sampling procedure was used to select names of AAF clubs and federations from the 1991 roster of the AAF. Following the receipt of notification that club participation in the survey had been approved, we mailed 2,010 copies of the questionnaire to executive directors or secretaries of clubs. Copies were distributed during general meetings of the clubs. Four hundred eighty-one of the 2,010 copies were returned in a single-wave mailing, yielding a 23. 9% response rate. Only 460 (22. 9%)were usable. This low response rate is consistent with those of similar studies (Akaah, 1990; Chonko et aI. 1987; Fritzsche and Becket, 1984; Greyser and Reece, 1971; Hunt et al. , 1984; Myers et al. , 1980; Randall and Gibson, 1990), which reported response rates between 17% and 31%. One hundred seventy-four respondents provided reasons for their responses to all four scenarios, for an item-response rate of 37. 8%. Because one purpose of this study is to analyze respondents’ r easons for their philosophical perceptions, the analyses of responses focus on those respondents who provided such comments. Table I presents a seven-item profile on the 174 respondents. The gender split was almost equal. About 4% of the respondents were 25 years or younger, 29% were between 26 and 34 years old and 34% between 35 and 43 years old. Eight percent and 5. 7% were in the 53-years-to-61-years and the 62years-or-older categories, respectively. Respondents represented each of 25 states in the United States. However, four states – California, Colorado, Illinois, Michigan – each had 10 or more open-ended responses. California, with 44 returns, had the most responses. More than one-half of the respondents had between one and 10 years of full-6me advertising experience, 26% between 11 and 20 years’ experience, and 11% between 21 and 30 years’ experience. About 1%had more than 40 years’ experience. With regard to respondents’ institutional affiliations, about 44% worked in an advertising agency or department, 17% in companies or corporations, 3. 4% in nonprofit organizations, and 32% in other organizations. About 35% of the respondents indicated that they were in top-management positions, for example, as owners, presidents, executive vice presidents, vice presidents, and directors. Twenty-six percent were categorized in upper-middle management positions: division heads, supervisors, managers. About 40% were categorized in lower-middle management positions, for example, as account executives, while 3%were categorized as non-management personnel. Advertising and Classical EtkicaI Theory TABLE I A demographic profile on respondents (N = 174), in percentages Gender Female Male States with 10 or more responses California Colorado Illinois Michigan 25. 3 6. 9 5. 7 10. 9 50. 6% 49. 4 459 While 24% of the respondents did not supervise any employees, a majority held supervisory positions. About 63% supervised between one and 10 eraployees, 7% between l l and 20, and about 3% more than 21 employees. Respondents’ evaluation of and conmaents o n scenarios Scenario No. h (Giving gifts to a potential client) This scenario focused on a female ad person who gave gifts to a potential client with the intent of receiving assistance from the client in obtaining the latter’s account. Slightly more than one-half of the respondents said that the ad person was wrong, t7% reported that she should be fired, 40% would do just what she did, while 56% said that most ad execs would do as she did. About 83% said their firms should address the situation formally in a policy. In this scenario, gift-giving perse was not an issue; however, the intent of that practice is important because one study (Hire and Beltizzi, 1987) indicated that gifts tend to obligate a client to a firm. Some respondents in the present study considered it a bribe. One, for example, wrote: â€Å"Any company I managed had a written policy on such matters. Mary would have been reprimanded orally and in writing. A copy would be placed in personnel file. This would contain a ‘warning. ‘ Next time, fired. † Another: â€Å"If it was an overt bribe it was wrong. If it was really a gift then no problem. A respondent who was blunt about the wrongness of the conduct defended its widespread occurrence in the industry: â€Å"What Mary did was wrong, but it is common practice in a more subtle way. † Perhaps reflecting the percentage of respondents who said that most ad executives would do what the ad person did, a number of respondents pointed out that the situation â €Å"happens quite frequently,† that it is â€Å"common practice,† that â€Å"‘gifts’ is a highly ambiguous term,† that it is â€Å"standard in the industry,† that most account executives â€Å"routinely give away whatever they can to get business,† and that â€Å"romancing the client is part of business. Therefore, they think that nor much is wrong with it. In fact, most argued that it depended on the nature of the gift. Age 25 or younger 26–34 35–43 44–52 53–61 62 or older Years in full-time advertising 0 1-10 11-20 21-30 31-40 More than 40 years Work Setting Advertising agency/department Public relations agency/department Non-profit organization Company/corporation Other Management position Top management Upper-middle management Lower-middle management Number of employeessupervised 0 1-10 11-20 21-30 31-40 41-50 5t or higher 24. 1 62. 7 6. 9 2. 9 1. 7 1. 1 0. 6 34. 5 25. 8 39. 7 43. 7% 3. 4 3. 4 17. 2 32. 2 6. 52. 3 25. 9 10. 9 2. 9 1. 1 4. 0 29. 3 33. 9 19. 0 8. 0 5. 7 460 C. B. Pratt and E. L. James TABLE lI Responses to statements on ethics scenarios % yesa Mean u SD Statements on Scenario No. 1 (Giving gifts to a potential client) 1. What Mary- did was wrong. 2. Mary should be fired. 3. I would do just what Mary did. 4. Most ad execs would do just what Mary† did. 5. My firm/dept, has a policy, either written or oral, that addresses this situation or practice. 6. Regardless of mr† response to No. 5, it is a good idea for my firm/dept, to have a policy, either written or oral, that addresses the situation or practice. Statements on Scenario No. 2 (Lying about an update on an account) 1. What John did was wrong. 2. John should be fired. 3. I would do just what John did. 4. Most ad execs would do just what John did. 5. My firm/dept, has a policy-, either written or oral, that addresses this situation or practice. 6. Regardless of my response to No. 5, it is a good idea for my finrddept, to have a policy, either written or oral, that addresses the situation or practice. Statements on Scenario No. 3 (Seeking confidential information) 1. What Pete did was wrong. 2. Pete should be fired. 3. I would dojffst what Pete did. . Most ad execs would do just what Pete did. 5. My firm/dept, has a policy, either written or oral, that addresses this situation or practice. 6. Regardless of my response to No. 5, it is a good idea for my firm/dept, to have a policy, either written or oral, that addresses the situation or practice. 63 18 40 47 22 2. 16 3. 35 2. 01 2. 43 3. 28 1. 14 0. 852 0. 961 0. 856 0. 917 59 18 57 78 24 2. 29 3. 43 2. 48 3. 00 3. 23 1. 05 55 17 40 56 31 2. 36 3. 40 2. 01 2. 62 2. 99 1. 18 0. 811 0. 982 0. 939 1. 15 83 1. 68 0. 918 0. 807 1. 03 0. 825 1,05 72 2. 04 1. 05 67 2. 12 1. 01 Advertising and Classical Ethical Theoly Table)8 (Continued) %yes ~ Statements on Scenario No. 4 (Using outdated data) Mean b 46 t SD What Sally did was wrong. Sallyshould be fired. I would do just what Sally did. Most ad execs would dojust what Sally did. My firm/dept, has a policy, either written or oral, that addresses this situation or practice. 6. Regardless of my response to No. 5, it is a good idea for my firm/dept, to have a policy, either writtm. ~or oral, that addresses the situation or practice. I. 2. 3. 4. 5. 82 46 11 36 41 t . 62 2. 68 1. 51 2. 26 2. 84 0. 993 1. 07 0. 742 0. 9 t0 1. 12 81 1. 77 0. 39 a Percent responding â€Å"definitely yes† or â€Å"maybe yes. † b On a four-point scale, with 1 = â€Å"definitely yes† and 4 = â€Å"definitely no. † A lower mean score indicates a stronger agreement with a statement. Another, perhaps thinking situationally, asked: â€Å"Is it a pen, a ticket to a concert, or an automobile? † A president of an ad agency said: â€Å"Often, in this business, I encounter prospective clients that have been ‘wined and dined’ by their previous agency. Some expert preferential treatment. The prospects that find this offensive and rely mostly on our agency’s ethics, expertise and integrity are those we desire. This philosophy has lost us business, slowed our growth . . . . Business ethics unfortunately in the ad business is perceived next to snake oil salesmen! † was wrong substantiated their positions with the following reasons: â€Å"There definitely are times when one must prioritize his/her workload . . . One should not lie to the client but instead talk openly about a schedule of completion and possibly see ifa delay would be acceptable. † D,- â€Å"Schedules for each project~client are developed on approval of estimates. All work is to be done per that schedule, regardless of dollars involved. â€Å"A company should try to meet a ctienCs deadlines no matter the size o f the account. † O n the other hand, some of those who felt nothing wrong had occurred said: ‘[john did tell the t r u t h . . . For John to tell the whole truth is simply suicidal. Agencies are always juggling workloads. † m,- â€Å"What John said was not a definite lie. As long as you do not directly tie about a scenario, don’t worry. † m,- ‘[John did what most people would do, then work a little harder to get the other work OUt. † enario No. 2: (Lying about an update on an account) This scenario was on the failure o f an ad agency staffer to tell a client the truth about the status o f the client’s account, which had been set aside temporarily in preference for a newer, higher-hilling account. Fifty-nine percent said that the ad agency staffer was wrong, 18% said that he should be fired, 57% reported that they would do just what he did, while 78% said that most ad execs would do what the staff did. About 72% said their agencies should address the situation in a policy. Some of those who argued that the agency staff â€Å"I see no reason to forfeit future business and, 462 C. B. Pratt and E. L. James herefore, would use whatever means necessary to maintain the relationship. † did. Eighty-one percent said that their agencies should address situation in a policy. Respondents were clearly angered by the ad executive’s action. A respondent said: â€Å"This conduct is indefensible. The client paid for both the campaign and the research (I assume ) and is entitled to their results. † â€Å"There should be truth in advertising and in all of life’s encounters, business or personal. † Another: â€Å"Sally practiced deception in not using those current poll results. The client is bound to find out what sort of results the corporate image has, eventually. Yet another: â€Å"Bad judgment to cover up facts. Corrective measures to improve numbers in future campaigns should be provided to client. † Some arguments made in behalf of the ad executive: †¢ â€Å"They [the numbers] can be used as indicators, but not absolutes. How many people do you know that have participated in TV Nielsen rating surveys and how many programs have the networks cut or kept that you disagree with? † â€Å"What Sally did was not necessarily wrong or right, given the question. Possibly the campaign required more impact, time, etc. Too many variables in this situation to judge ethics. † â€Å"Numbers are arbitrar y and research is imperfect. One set of ‘bad’ numbers is, therefore, inconclusive. † enario No. 3: (Seeking confidential information) During a social meeting, one ad account executive craftily encouraged another obviously inebriated ad executive who handled the account for a competing brand to divulge confidential business information. Sixty-three percent said that the ad account executive was wrong. Eighteen percent said that he should be fired, and 40% that they would do just what he did, while 47% said that most ad execs would do what the executive did. Sixty-seven percent said the ad agency should address the situation through policy-making. Among all four scenarios, scenario No. 3 had the second-highest disapproval rate among respondents. One respondent made a blunt, succinct comment: â€Å"A definite breach of professional ethics. † Another: â€Å"This is unacceptable as well as unethical behavior. Once the account exec had identified himself, Pete should have identified himself as well. Pete should be reprimanded for his actions, maybe even fired if it appears as if this same scenario would continue in the future. † Another: â€Å"It was wrong not to identify himself. † Yet another: â€Å"Pete’s taking advantage of his ‘counterpart’ was opportunistic and immoral. A respondent who saw nothing devious here argued: â€Å"It is a very competitive market. Taking advantage of the competition’s weakness or stupidity is a must. † Another argument: â€Å"Corporate espionage is no more or less right or wrong than is political espionage. † †¢ †¢ Comparison of means Scenario No. 4: (Using outdated data) In an agency’s report to a client, a female ad executive used outdated data that were favorable to both her ad agency and client, while ignoring new, unfavorable information. Eighty-two percent – the highest among all scenarios for statement No. – said that the female ad executive was wrong, 46% said that she should be fired, 11% that they would do just what she did, while 36% said that most ad execs would do what she Two analytical procedures were used to compute and compare responses to all four scenarios. First, the percentage response to each statement was computed for comparison of the directions of response patterns. Second, item-by-item statistical differences between 36 possible pairs of responses across all four scenarios were determined. Schefft’s (1953) multiplecomparisons were used to determine such differences (Table III). Twenty-five of those 36 pairs and four of the six variable pairs of grand means were significantly different (p ;lt; 0. 05, at least) from each other, indicating respondents’ differentiation of their evaluation of the scenarios. Thus, this result indicates Advertising and Classical Ethical Theory TABLE III Comparison of means, grand means (and standard deviations’) for four scenarios on advertising ethics Scenario One 2. 3; (1. 18) 3. 4@ (0. 811) 2. 0P (0. 982) 2. 62~ (0. 939) 2. 99~ Scenario Two 2. 29~ (1. 05) 3. 4Y (0. 807) 2. 48b (1. 03) 3. 00b (0. 825) 3. 23b Scenario Three 2. 1; (1. 14) 3. 35~ (0. 852) 2. 0P (0. 61) 2. 43~ (0. 856) 3. 28b 463 Statement 1. What X did was wrong. 2. X should be fired. 3. I would do just what X did. 4. Most ad execs would do just what X did. 5. My firm/dept, has a policy, either written or oral, on situation or practice. 6. Regardless of my response to No. 5, it is a good idea for my firm/dept, to have a policy, either written or oral, on situation or practice. Grand Mean Scenario Four 1. 62b (0. 993) 2. 68b (1. 07) 1. 5V (0. 742) 2. 26d (0. 910) 2. 84~ (t. I 5) (1. 05) (0. 9! 7) (1. 12) 1. 68~ (0. 918) 2,63~ (0. 406) 2. 04b (1. 05) 2. 58~,b (0. 362) 2. 12b (1. 01) 2. 74c (0. 378) 1. 77~ (0. 39) 2. 52b (0. 401) ~,b. ~ Means with different superscripts on the same row are significantly† different, by ScheffS’s repeated-measures design. Note: Means are on a four-point scale, with 1 for â€Å"definitely yes† and 4 for â€Å"definitely no. † Statements 3 and 4 were reverse-coded as t for â€Å"definitely no† and 4 for â€Å"definitely yes. † A lower mean score, therefore, indicated higher self-reported ethical standards. that the sample practidoners’ perceptions of ethics vary significantly by the type o f ethical issue confronted, suggesting perceived differences in the intensity of the application of deontology to the scenarios. Fritzsche (1988) and Fritzsche and Becker (1984) reported similar differences across vignettes, and concluded that marketing managers practiced situational ethics. For three of the four scenarios, respondents tended to agree with the statement that the advertising staff involved in the conduct identified in each of the scenarios took the wrong action. However, they tended not to agree that the staff should be fired. It was only in scenario No. 4 (using outdated data) that members tended to perceive the conduct as wrong; even so, the mean response to the statement that the staff â€Å"should be fired† was 2. 8, which was significantly different (p lt; 0. 001) from re- spondents’ positions on the firing of the three other practitioners in the other three scenarios. Contextual response An overall evaluation of the respondents’ evaluation of the wrongness or rightness of a conduct – the essence of Kantian ethics – indicates that the sample AAF members l eave little doubt about their positions on the scenarios outlined in the questionnaire. However, when the evaluations of the statements, taken together, are considered within the context o f classical ethical theory, the members’ ethics leaves much to be desired. Four questionnaire statements (items 1, 2, 3 and 6 of Tables II and III) were used as direct measures of deontology: â€Å"was wrong,† â€Å"should be fired,† â€Å"I would 464 C. B. Pratt and E. L. James do,† and â€Å"regardless of my response. † It must be noted here that, even though deontology does not address explicitly the severity of the punishment for an ethical infraction, the theory is not neutral on punishment. Justice is one of the moral values that deontology considers – even though not always explicitly. In mixed-rule and mixed-act deontology, the consequences of one’s actions are considered. In essence, there is a built-in role for consequences. This was why Kant, admittedly vague in some areas, invented moral rules in the first place. Responses to the four deontology-related statements provide four indications of the extent of practitioners’ adherence to Kantian ethics. First, the respective percentages (28. 7%, 28%, 40% and 65%) of respondents who reported that the actions of the practitioners cited in the four scenarios were definitely wrong indicate that fewer than one-half applied deontological theory to three of the four scenarios. Second, that the practitioner should be fired, the ultimate test of ethics (Singer, 1992), had much lower, definite approval rates: 1. 7%, 1. 1%, 3. 4%, and 16. 1%. Third, the response percentages for item 3 (â€Å"I would do just†¦ â€Å") in scenarios one, two, and three indicate that a sizable number of respondents would engage in the questionable behavior outlined in the scenarios. For scenario four, however, 11% said that they would â€Å"definitely† or â€Å"maybe† engage in a behavior that 82% of them reported as wrong. Finally, on item 6, a clear majority indicated an interest in organizational response to the issue raised in each scenario. The response percentages for statements 1, 2, and 3, therefore, indicate that practitioners’ evaluations are clearly at odds with tile tenets of deontology and are perhaps more in line with utilitarian and relativistic theories. A further indication of the sample practitioners’ adherence to deontology is provided by those who responded â€Å"definitely yes† or â€Å"maybe yes† to all four measures of deontology in all four scenarios. The results: 10% 10%, 16%, 32% for scenarios 1, 2, 3, and 4, respectively. Such low percentages suggest that a majority of members wavered in applying deontology to the ethical dilemmas with which they were confronted. Bishop (1949) argues that truthtelling (addressed in scenarios 2 and 4) in advertising is â€Å"impossible and the attempt to attain it would reduce advertising to complete ineffectiveness and prevent it from fulfilling its legitimate and necessary function† (to. 88). Yet, the first of AAF’s eight-principle code of ethics, albeit stated in general terms, focuses on truthtelting: â€Å"Advertising shall tell the truth, and shall reveal significant facts, the omission of which would mislead the public† (American Advertising Federation, 1984). While AAF members report that their companies adhere to AAF principles, they report that other ad agencies tend to adhere less strictly to those principles (Chonko et al. , 1987). Adherence to the truth principle is not only evident among AAF members but it has the largest â€Å"my† versus â€Å"other† company difference ([t – 23. 2, p lt; 0. 01] Chonko et al. , 1987). A number of U. S. corporate executives now realize that if ethical transgressions are not sanctioned by dismissals, they could encourage all kinds of shady dealings and foster the perception that the organization is not really committed to ethics (Singer, 1992). It is plausible that a mix of utilitarian, JudeoCh ristian, veil-of-ignorance, and golden-mean ethics simultaneously guided the sample practitioners’ evaluation of the ethical scenarios used in this stud),. However, the investigation of the application of various ethical theories to decision-making was not a purpose of this study. Empirical studies on ethics (e. g. , Ferrelt and Weaver, 1978; Fritzsche, 1988; Fritzsche and Becker, 1983; Krugman and Ferrell, 1981; Pratt, 1991; Pratt and McLaughlin, 1989) increasingly indicate that ethics among business people is frequently not perceived in absolutist terms, but in relative shades of right and wrong. Fritzsche (1991, 1988) and Jones (1991), for example, report that situational ethics is the overwhelming preference of U. S. managers. Advertising codes of ethics are usually written in precise deontological terms, for example, â€Å"must recognize,† â€Å"will not,† â€Å"shall tell the truth,† â€Å"shall refrain from. Yet, AAF members do not seem to abide by deontology even though â€Å"an enforced, effective code should provide the profession with a degree of stability and consistency in the ethical decision-making of its members† (Beets, 1991, p. 69). It is plausible that the patterns of responses in this present study suggest adher ence to utilitarian ethics, which is preferred by advertising agency personnel Advertising and Classical Ethical Theory (Rotzotl and Christians, 1980; Christians et al. , 199 I). On the other hand, utilitarian ethics seeks to maximize the good for all concerned. However, the limitation of this ethical theory is inherent in how the â€Å"good† is determined. Beyond that, the interests of the minority tend to be given short shrift. What, therefore, are the chances that advertising-agency actions will result in the â€Å"greatest happiness for the greatest number†? Also, Nevett (1985) disagrees with Bishop’s (1949) suggestion that the ethical standards of advertising be utilitarian because such an approach cannot â€Å"provide advertising people today with guidance on suitable ethical standards for their profession† (e. 04). Rawls (1971) criticizes utilitarianism, noting that it does not take seriously the differences among people; rather, it views as morally just that which has the sum of satisfactions (or total utility) for the community. As an alternative to utilitarian thought, Rawls (1971) suggests â€Å"a new moral theory† that will give adequate account to the primacy of justice, understood as the prote ction of the equal rights of all individuals, over the social good† (Schaefer, 1979, p. 22). To accomplish equal justice in society, therefore, everyone should assume a hypothetical â€Å"original position† – behind a â€Å"veil of ignorance† – which requires that, in evaluating situations, people step from their everyday, status-based traditional roles into an egalitarian position behind a veil. The goal is to develop a conception of justice or of the good from a disinterested, â€Å"equal† perspective. Would a recommendation that practitioners who compromise the ethical standards identified in the scenarios be fired be an illustration of such justice? And would such firing be in an organization’s or in a society’s best interest? Finally, it is plausible that Judeo-Christian morality – an altruistic, religion-based tradition – is also reflected in respondents’ evaluations of the dilemmas in the ethical scenarios. 465 perceived as â€Å"definitely† having such policies for each of the four scenarios (and those who â€Å"definitely† think that having such policies is a good idea) are, respectively, 17. 8 (56. 3), 11. 5 (38. 5), 4. 6 (33. 3) and 15. s (50 0). The large differences between having such policies and thinking that having such policies is a good idea lends credence to the continuing public and practitioner concern over advertising ethics. For advertising agencies, such policies could result in two possibilities: (1) they may encourage agencies to also apply deontology to ethical issues, and (2) they may help agencies initiate an eclectic approach to ethical decision-making – that is, to apply ethical principles that may involve bringing all five commonly used classical theories to bear simultaneously on the decision-making process. These five theories, which are not mutually exclusive, fall into one of two broad categories: deontology or teleology. They are (1) Aristotle’s golden mean (â€Å"moral virtue is appropriate location between two extremes†); (2) the theoretical framework for this present study, Kant’s categorical imperative (â€Å"act on that maxim which you will to become a universal law†); (3) Mill’s principle of utility (â€Å"seek the greatest happiness for the greatest number†); (4) Rawls’s (1971) veil of ignorance (â€Å"justice emerges when negotiating without social differentiations†); and (5) Judeo-Christian persons as ends (â€Å"love they neighbor as yourself†). Aristotle’s theory of the golden mean, a virtuebased ethics, strikes a moral balance between two extremes, one indicating excess, the other deficiency. The mean, in this context, is not a statistical mean but a willingness on the part of the decision maker to exercise moderation or temperance – a virtue. Such a mean rdates to the individual’s particular situation, her or his stay. is, strengths and weaknesses (Chi’istians et aI. , 1991). Utilitarian ethics, a form of teleological ethics, was enunciated by John Smart Mill as that which seeks â€Å"the greatest happiness for the greatest number. To assess the â€Å"greatest good,† a person or organization performs a cost-benefit analysis of an action or decision. If the latter would result in the good of the majority, that is, if its benefits for the â€Å"greatest number† outweigh its costs, then the act is ethically right. Rawls’s (197 t) veil of ignorance, a nonconsequen- Conclusion The results presented in this study indicate a strong (perceived) reluctance on the part of the ad agencies to institute policies, either written or oral, that would proscribe unethical conduct. The percentages of respondents whose firms or departments are 466 C. B. Pratt and E. L. James tialist theory of justice, governs the assignment of rights and duties and regulates the distribution of social and economic advantages. People, Rawts (197I) argued, â€Å"have an equal right to the most extensive basic liberty compatible with a similar liberty for others† (Rawls, 1971, p. 60). Finally, Judeo-Christian morality is an altruistic tradition that is being popularized in the West as â€Å"the more dramauc term agape – unselfish, otherregarding care and other-directed love, distinct from friendship, charity, benevolence, and other weaker notions† (Christians et al. 1991, p. 20). The interpretation of the results of this present study within the context of Kantian ethics suggests that deontology is clearly not the preference of the sample practitioners. The de-emphasis of deontological ethics among practitioners is likely to engender a laissez faire approach to ethical issues. Dubinsky et al. (1991) suggest a reason for this phenomenon from an overall business perspective: â€Å"Many of the situations business people confront are in a ‘gray’ area where the delineation between the right versus the wrong action is not clear† (p. 52). On the other hand, strict deontologicaI ethics could encourage advertising practitioners to understand the precise boundaries of ethical and unethical conduct, as has been found among salespeople (Michaels et at. , 1988). It has been reported that managers who apply deontological ethics under uncertain conditions are least likely to change their decisions even when they perceive the risk of their decisions; those who apply utilitarian ethics are more likely to change their decisions to satisfy financial and/or self-esteem goals (Fraedrich and Ferrell, 1992). And herein lies a crucial value of deontological ethics to advertising: more likely, it will encourage advertisers to adhere to the precepts of ethics, setting aside personal financial and social rewards for the public good. At least 67% of the respondents in the present study suggested that their organizations establish policies on questionable conduct (item 6). Why did such a majority suggest such boundaries on behavior? Why would they prefer that formal company policies restrict questionable behaviors? It is plausible that the sample practitioners place much value on formal policies because of the perceived importance of affirmation on what they consider ethical or unethical. Further, such a formal process may indicate more than a perfunctory commitment of their organizations to ethics. This possibility suggests two key questions on the implications of the results of the present study for policy-making: (1) Where lies the responsibility for shaping advertising agency ethics? (2) And what relevant does deontology have for the training of advertising staffs? In a speech given two dozen years ago by Bill Marsteller, founder of the advertising agency, Marsteller Inc. (a forerunner of Burson-Marsteller, the world’s third-largest public relations agency), he said: â€Å"It is not enough [for the advertising student] to simply attain general standards of morality and taste; it is important to be subjected to the deliberate considerations of advertising morality and taste†¦ † (Marsteller, 1972, p. 241). Marsteller sees education in advertising ethics as important as that for the production of creative, charming advertising. Just as the effectiveness of training sessions has been called into question (Feldman and Thompson, 1990; Levin, 1989), their impact has also been demonstrated (e. g. , Feldman and Thompson, 1990; Hanson, 1987; Harris and Guffey, 1991). On balance, however, it behooves ad clubs and various advertising associations to establish programs that, at the minimum, sensitize practitioners to some of the social and professional sequelae of their ethics-related decisions. The results of this limited study justify the adoption of such measures. Caveats Two limitations of this stud), should be outlined. The first is the old issue of â€Å"self-reported† ethics. Even though measures were taken to discourage the use of socially desirable responses, that possibility cannot be ignored because perceptual distoruon is higher when the dependent variable is as highly sensitive as the subject of ethics (Hunt et al. , 1989; Randall and Fernandes, 1991). The second is the representativeness of the sample, which was drawn from 25 states, for the 50,000member AAF. Because the sample was not randomly selected, it is important that this present study be replicated on a larger, more geographically diverse sample to determine the extent to which its results are consistent with those of such a nationwide study. Advertising and Classical Ethical Theory How to cite Advertising Ethics: a Contextual Response Based on Classical Ethical Theory, Papers

Are Men More Vain Than Women free essay sample

I think that men are more vain, even though society wants us to beleive that women are more vain . Men love being in the centre of attention and want women to be attracted to them. They tend to use more and more beauty products like for example a facial scrub ,moisturizing cream or a lip balm, . They make sure that they have a good looking outfit and their hair should be tame all the time. With the rise of the metrosexual man, were seeing more men getting facials, manicure pedicure, depilation and even having cosmetic surgery. They often go to a beauty salon or solarium. Some of them are even just in love with themselves, many brag about the amount of women that they have picked up because of their good looks. Lots of men think that women are very vain, but looking at it from my point of view, the women have to look beautiful because guys are very visual and want to have a girlfriend who is attractive, sensual and tempting. We will write a custom essay sample on Are Men More Vain Than Women or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page While women are more sensible and concentrate mostly on men’s personality and intelligence rather than looks. Men love showing off , buying flashy cars, expensive perfumes, brand-name clothing. They spend hours at gym and dream about having a perfect body. They often have fragile egos and distorted views of their appearance. Men brag more than women, about how they look and how theyre confident. They adore compliments and flattery. But in my opinion it shows that they are weak and need to be appreciated in order to feel good. Most of women can openly say how much they dont like themselves while men dont do the same even if they are not happy in their own skin. We are living in the world that requires you to be more presentable. The more presentable you are, the more respect people would give you. We are now living in a material world, agree or not thats true. Isnt it when we are walking on streets, we sometimes dont admit this but when we saw people who are not that presentable as us, we tend to think different things about that person and sometimes we easily judge someone wrongly. The most important purpose of advertising is to make the customer buy some product Ads hardly ever are honest. For example, there are advertisements that make you believe that you can look like a teenager, when you are already in your forties. It certainly cannot happen, even is you use thousands of different cremes. Those, who produce the product as well as those, who create advertisements dont really care for your skin. The only thing they want is your money. They would never admit that their product might be replaced by any other. It affects all of us. If we see a message/text/something reminding us of a product over and over again, we are soon going to believe that the product is superior or if we have more choice and less information, we are going to reach out for that particular brand. A lot of us who are brand loyal won’t â€Å"really† know the difference in taste or quality of the name brand and the generic. There are some products which are manufactured by the same company but part of it is packaged by the name brand company and part of it gets sent as store brand. We still find a difference in taste! That is because we are taught to believe the other brand is good. We aspire to something that the vast majority of us cannot possibly achieve. And, in this attempt to realize our aspirations, we borrow heavily, feel poorly about ourselves because we just cant seem to get there, and become addicted to a way of living that gradually and inexorably separates us from the things in life that bring us the most joy. Basically, if youre not prepared to think—and you often are not when youre watching television or reading a magazine—youll pretty much accept any suggestion if it is offered to you. Since youre being so passive, you may not even realize its happening. Keep your brain active when youre looking at ads and youll be better off. If the product interests you, the answer should too. Look for product reviews (while being aware of fakes) and other information that can help you determine if what you want to buy can actually do what you think it can do. Dont buy blindly—do your research first.

Nicole Kozik-Ayers Essays - Television, The Fosters, Series

Nicole Kozik-Ayers Gina Crawford English 101 18 February 2018 The Fosters Essay My favorite genre is to watch is American family drama, particularly the show The Fosters. I am a fan of this show for many reason, from the characters to each theme of each episode. This show purpose is to follow the lives of the foster family throughout each blended theme from each episode. This show is relatable in many way because each character of the foster family deals with the adversity of everyday social norms. The Fosters is my favorite Television show because of how it portrays issues and social problems going on in our society and the way it teaches life lessons. First, I watch The Fosters because I enjoy watching each character. The main characters of the Foster family consist of Stef, Callie, Branden, Mariana, Jude, Jesus, and Lena. Stef is a police officer with Mike,which they used to be partners till they had issues and got separated from their job. Lena is a High school assistant principal, which is the high school all their children go to. The roles of each character consist of, Stef Foster (Mom),Lena Adams/Foster (Mom), Jesus Foster ( Adopted twin brother), Marina Foster (Adopted twin sister), Brandon Foster (Stef's son), Callie Jacob (Foster Sister, Jude's sister), Jude Jacob/Foster (Adopted, Callie's brother), Mike Foster (Divorced Stef, Brandon's father), and Anna Gutierrez (Mariana Jesus's biological mom). Additionally, the blended themes of The Fosters are interesting. The show is interesting because of how the purpose of the show follow the lives of the foster family. The show features a lesbian couple with a mix of biological, adopted, and fostered kids. The show follows the family's daily struggles from teenage kids to fostering new kids to mending broken relationships. Each theme however always has a life lesson or relatable in certain aspects. People who watch this show, I feel can learn a lot, especially teenagers. Finally, the characters from The Foster family deals with the adversity of everyday social norms. It is fun always watching this show because of how important it is. For example, This series deals with gay rights, feminism, first loves, how to come out to family and friends, how to follow your dreams, suicide, and mental illness. My personal favorite episode is called Lucky because, finally after all the false-starts and scheming and long-lost fathers and everything else, Callie is adopted by Stef and Lena. It is the moment that the entire show had been building toward up until that point, and it was so incredibly worth it. Also.The Fosters is a very relatable show. It proves that family is what really matters in this world and that every family looks super different from each other, but that's not a big deal at all. You might have a huge family with tons of siblings, you might be an only child, you might be living with some foster siblings, you might have two moms - it's all good . Everyone struggles the same way, everyone goes through times good and bad, and what your family looks like on the outside isn't the most important thing. No matter what episode you watch this show is worth the watch. For many reasons, The Fosters is my favorite television show. These reasons consist of sexial orientation of Stef and Lena being a lesbian married couple as well as their son Jude who came out as gay at a young age. Their are also some episodes where some of the non main characters are transgender. High school life is big in this show. The show is relatable to a lot of teenagers based on what is experienced going through high school. One reason I love this show is because of the cliffhangers from each season always keeps me guessing and wanting to keep tuning in. Overall this show is amazing the I recommend this show to anyone and everyone to at least check it out. Do you understand your feedback? I understand most of the feedback besides the first comment about the thesis statement. Do you have any questions for your instructor? How do I write a thesis statement correctly? Do you have any problems or concerns that you would like

Covering the Police Beat in Journalism

Covering the Police Beat in Journalism The police beat can be one of the most challenging and rewarding in  journalism. Police reporters get to cover some of the biggest breaking news stories out there, ones that land at the top of the front page, website  or newscast. But it isnt easy. Covering the crime beat is demanding and often stressful, and as a reporter, it takes time, patience and skill to get the cops to trust you enough to give you information. So here are some steps you can follow for producing solid police stories. Know The Sunshine Laws Before you visit your  local police precinct in search of a good story, familiarize yourself with the sunshine laws in your state. This will give you a good sense of what kind of information the police are required to provide. Generally, any time an adult is arrested in the U.S., the paperwork associated with that arrest should be a matter of public record, meaning you should be able to access it. (Juvenile records are usually not available.) An exception might be a case involving national security. But Sunshine Laws vary from state to state, which is why its good to know the specifics for your area. Visit Your Local Precinct House You may see police activity out on the streets in your town, but as a beginner, its probably not a good idea to try to get information from cops at the scene of a crime. And a phone call may not get you much either. Instead, visit your local police station or precinct house. Youre likely to get better results from a face-to-face encounter. Be Polite, Respectful - But Persistent Theres a stereotype of the hard-driving reporter youve probably seen in a movie somewhere. He barges into the courthouse, DAs office or corporate boardroom and starts banging his fist on the table, shouting, I need this story and I need it now! Out of my way. That approach may work in some situations (though probably not many), but it definitely wont get you far with the police. For one thing, theyre generally bigger than we are. And they carry guns. Youre not likely to intimidate them. So when you first visit your local police precinct to get a story, be polite and courteous. Treat the cops with respect and chances are theyll return the favor. But at the same time, dont be intimidated. If you sense a police officer is giving you the runaround instead of real information, press your case. If that doesnt work, ask to speak to his or her superior, and see if theyre more helpful. Ask To See the Arrest Log If you dont have a specific crime or incident in mind that you want to write about, ask to see the arrest log. The arrest log is just what it sounds like - a log of all the arrests police make, usually organized in 12- or 24-hour cycles. Scan the log and find something that looks interesting. Get the Arrest Report Once youve picked out something from the arrest log, ask to see the arrest report. Again, the name says it all - the arrest report is the paperwork the cops fill out when they make an arrest. Getting a copy of the arrest report will save both you and the police a lot of time because much of the information you need for your story will be on that report. Get Quotes Arrest reports are very helpful, but live quotes can make or break a good crime story. Interview a police officer or detective about the crime youre covering. If possible, interview the cops directly involved with the case, those who were on the scene when the arrest was made. Their quotes are likely to be much more interesting than those from a desk sergeant. Double-Check Your Facts Accuracy is critical in crime reporting. Getting the facts wrong in a crime story can have dire consequences. Double-check the circumstances of the arrest; details about the suspect; the nature of the charges he faces; the name and rank of the officer you interviewed, and so on. Get Out of the Police Precinct So youve got the basics of your story from arrest reports and interview with the cops. Thats great, but in the end, crime reporting isnt just about law enforcement, its about how your community is being affected by crime. So always be on the lookout for opportunities to humanize your police stories by interviewing the average folks who are affected. Has an apartment complex been hit by a wave of burglaries? Interview some tenants there. Has a local store been robbed numerous times? Talk to the owner. Are local schoolkids being confronted by drug dealers on their way to school? Talk to parents, school administrators and others. And remember, as the sergeant in TVs Hill Street Blues said, be careful out there. As a police reporter, its your job to write about crime, not get caught in the middle of it.

Shipping Management Essay Example | Topics and Well Written Essays - 2500 words

Shipping Management - Essay Example It has been proved, that old management techniques in shipping have been working fir short-term profits only; it has also become evident that socially 'responsible' shipping business causes higher revenues and better positive results for both the stock markets and the general company performance. New management framework has also been formed with the additional pressure of environmental issues, which always carried a tint of social knowledge. All these factors have challenged shipping management to re-negotiate their position in the social environment and in the society as a whole. CSR is essentially about companies moving beyond a base of legal compliance to integrating socially responsible behaviour into their core values, in recognition of the sound business benefits in doing so. Since businesses and the challenges they face differ widely, government interventions need to be carefully considered, well-designed and targeted to achieve their objective. (___) The PD Ports Company located in Hartlepool (UK) is the company which can be seen as the bright example of the organization having actively applied the principles of the CSR through changing legislation and environments. It is noted in the striving for further strengthening and promoting its CSR activities. It has been engaged into many CSR activities, and it should be said that CSR in the UK has become one of the principal governmental priorities. It is stated, that 'we recognize that there is no 'one size fits all' approach to CSR, and that companies need to consider the nature of their business and its key impacts in developing their CSR practice'. (http://www.csr.gov.uk/raisingawareness.shtml) This is why for the shipping companies the implementation of CSR carries certain peculiarities. Government works for the for making the companies aware of the available CSR practices and encourages businesses to improve their performance; this may be considered to be one of the essential ch anges in the general implementation of the CSR principles through the shipping companies. As for PD Ports, the company also takes active part in the promotion and support of the CSR principles through the following activities: the philosophy 'safety first' is the top priority for the company management; the company is prepared to invest into both Capital and people; the company has its main focus on the customers, and looks for additional profitability through this customer focus; the company shows full commitment to the equal opportunities for employees; what is essential, is that the company actively works for the promotion of the environmental interests, as well as for their protection. (http://www.thpal.co.uk/corporate/core_values.asp) 'While various conventions and regulations imposed minimum standards for the operation of shipping companies, the control mechanisms were not always efficient in their mission. However, quality in shipping is not a matter of the shipowners only. Quality has a price and, as with all other goods and services, this price is determined by demand and supply. Neither shipowners nor regulation alone can force or command this price if quality is not demanded by the users of the shipping service by the manufacturers, traders, freight forwarders

The European Colonialism in 16th century to mid 20th Research Paper

The European Colonialism in 16th century to mid 20th - Research Paper Example As the discussion outlines by the mid-19th century, the powerful British Empire dropped mercantilism as well as trade restrictions followed by the introduction of free trade with very few restrictions and tariffs. African countries were the major victims of colonization. The main aim of the colonial rule was to exploit the colony’s economy and repatriate them to their home countries making the colony depend on them. This study highli9ghts that colonialism can be defined as the policy and practice of a power to extend and take control over weaker people specifically during the process of European settlement along with political control over the rest of the world. Osterhammel defined colonialism as the essence and the existence of colonies, which were governed in a different form from other territories with a relationship existing between the indigenous majority and a minority of foreign intruders. The colonial rulers implemented the fundamental decisions that affected the lives of the colonies. There are two forms of colonialism; settler colonialism involves immigration on a large scale mainly inspired by religion, politics or economic reasons and exploitation colonialism that involves few colonialists that focus on accessing resources such as labor and materials for export. Colonialism has a long history starting with the African empires in the pre-colonial error in Egypt, Phoenix,, Greece and R oman where colonies were built in antiquity. The word "colony" comes from the Latin colonies that mean "a place for agriculture". The Vietnamese created military colonies south of their original territory between the 11th and 18th century absorbing the territory. The modern colonialism started with the age of Discovery where Portugal and Spain had discovered new links across the oceans and established trading posts.  

Orthokinesis In Slaters Relative To Humidity

Orthokinesis In Slaters Relative To Humidity There are many different species slaters and for this experiment I chose to test the Porcellio scaber or more commonly known as the Rough Common Woodlouse. This humidity test links to the slaters ecological niche through examining its preferred habitat which is known to be dark, damp and sheltered areas. The Slaters that I collected for testing, I found under old flat pieces of wood that were on damp soil and leaf litter near the Waikato River. A structural adaption that slaters lack is a waxy cuticle layer that is used in most insects to minimise desiccation therefore they are more likely to dry out. As Slaters lack this adaptation of surviving unfavourable conditions, they use other adaptations to remove themselves from these conditions. For example slaters have an orthokinetic response to humidity and temperature. Orthokinesis is a non directional response of the change in the rate of movement due to a stimulus. This means that the slaters will increase their rate of movement when the humidity or temperature is unfavourable so they move out of that area quicker therefore minimising desiccation. Other adaptations are a negative phototaxis which means that they move out of areas that have higher light intensities so that they can minimise desiccation. Slaters are also found clumping together to avoid water loss. The adaptations of slaters are shown in there ecological niche of dark, cool and damp environments. Though knowing their ecological niche I am going to test how different humiditys affect the rate of orthokinesis in slaters so I can determine their preferred humidity. Aim: The aim for this investigation is to determine whether orthokinesis (speed of movement) in Slaters is affected by increasing or decreasing humidity percentages in their test environment. Hypothesis: I think that the lower the humidity the faster the Slaters will travel as it will want to quickly return to an environment that has a higher humidity percentage. While when a Slater is in a high humidity environment the Slater will slow down or completely stop as it would have found a favourable environment. Therefore I think the Slater will move fastest when humidity is 12.5% (LiCl) and will stop moving when humidity is 93.5% (KNOà ¢Ã¢â‚¬Å¡Ã†â€™). Null Hypothesis: Different humidity percentages will have not affect on the rate of movement in Slaters. Controlled Variables: Experiment is conducted in the same room and the same place on that room. (Middle desk of the project room) Lights are off in all experiments so change of light intensity cannot cause a difference in the rate of movement. Blinds are shut so no change in light intensity from natural light. Air conditioner kept at 20 °C so change in temperature cannot be the cause for change in rate of movement. Wait 5 minutes for humidity percentage to change to the required humidity that will be created from each chemical so that Slaters have time to become accustomed to their new environment and respond how they naturally would. Use a random selection of Slaters so a random part of the population is being tested and the experiment is relevant to the population. Repeat test of each chemical / Humidity percentage 5 times in each trail and do 3 trials to give a fair test and make sure that the selection of data is large enough to accurately portray the population. Place clear, heavy, plate piece of glass or other heavy clear material on the Petri dish. This holds the experiment in place and stops the humidity from being altered due to incoming or outgoing air into the surrounding environment. Method: Collect all the equipment. 75 Slaters; stored in an ice-cream container with damp soil, bark and raw potato for food. (Collect Slaters 2 days before experiment to allow Slaters to settle into their new environment). The chemicals LiCl, MgCl, Mg(NOà ¢Ã¢â‚¬Å¡Ã†â€™)à ¢Ã¢â‚¬Å¡Ã¢â‚¬Å¡, NaCl and KNOà ¢Ã¢â‚¬Å¡Ã†â€™ which will be used to alter the humidity in the experiment to determine whether it is a stimulus that will affect orthokinesis. 5 Petri dishes. (Plus spare to balance glass sheet) 5 pieces of gauze or other breathable material. Stop watch. Ball of string. White board marker. Sheet of glass or clear plastic. 25 mL measuring cylinder. Set the air conditioner at 20 °C; close the doors, windows, shut the blinds and turn off the lights (this will insure the environment will be the same in all the experiments except for the humidity and that no other stimulus will affect the validity of the results). By setting the temperature at 20 °C it will cause the chemicals to produce the already proved humidity. LiCl- 12.5% humidity MgCl 33% humidity Mg(NOà ¢Ã¢â‚¬Å¡Ã†â€™)à ¢Ã¢â‚¬Å¡Ã¢â‚¬Å¡ 52.9% humidity NaCl 76% humidity KNOà ¢Ã¢â‚¬Å¡Ã†â€™ 93.5% humidity And wait 5 minutes to allow the temperature in the room to reach or drop to 20 °C. Starting with LiCl, add 15 mL of LiCl into a Petri dish (by measuring with a 25 mL measuring cylinder) which will create a humidity of 12.5% in the test environment. Place a piece of gauze (or other breathable material) over the Petri dish but be careful that the gauze doesnt touch the chemical (LiCl) as the Slaters cannot touch it as it would result in injury to the Slaters and it would affect their orthokinesis and the results would be invalid. Place a randomly selected Slater from the ice-cream container on the gauze, place the lid on the Petri dish and place the glass or plastic sheet on the top of the Petri dish balancing it on both sides by putting other unused Petri dishes under the glass as well. This will keep pressure on the Petri dish so humidity cannot escape through gaps between the lid and dish. If it were to escape it would make results invalid as humidity wouldnt be accurate. Wait 5 minutes ( timing on the stop watch) to allow the LiCl (the chemical) to reach the already identified humidity percentage by causing a reaction that makes Hà ¢Ã¢â‚¬Å¡Ã¢â‚¬Å¡O either move into or out of the chemical which alters the water content in the air of the environment. This waiting period also allows the Slater to have time to settle into the new environment and take in the humidity. This stops fear and a still changing humidity from influencing the rate of movement and causing the results to be invalid. After waiting 5 minutes, time another minute on the stopwatch and during this time follow the path of the Slater with a whiteboard pen drawing on the glass. Stop tracing when the minute is up. Take off the glass sheet without smudging the whiteboard pen tracings and remove the Slater from the Petri dish and place it into another ice cream container with soil, bark and food so that the Slater doesnt get mixed up with the Slaters still to be tested. Place the lid back on the Petri dish as quickly as possible. Lay a length of string along the whiteboard marker line from the start to the end. Get as exact as possible and mark on the string where the whiteboard marker starts and ends. Take the marked string and lay it flat on the table and measure between the two marked points to find the distance that the Slater travelled. Record data in a data table. Sub the distance into the formula v=d/t (speed equals distance that the Slater travelled divided by the time taken to travel it). This formula will give you the average speed of the Slater during this test and therefore the orthokinesis of the Slater. Use 60 seconds as your measurement of the time taken because the measurement of distance was taken over 1 minute. Remove the whiteboard marker from the glass sheet with a clean cloth. Repeat steps 2 9 four more times using LiCl, until you have 5 travelling distances of Slaters under the humidity created by LiCl. This data will create unbiased results once the 5 pieces of data is averaged. Repeat steps 2 11 using the different chemicals (MgCl, Mg(NOà ¢Ã¢â‚¬Å¡Ã†â€™)à ¢Ã¢â‚¬Å¡Ã¢â‚¬Å¡, NaCl, KNOà ¢Ã¢â‚¬Å¡Ã†â€™) using a separate Petri dish for each chemical, this will give data of different speeds of Slaters under the different humiditys. This will give you data that will allow you to compare and contrast speeds relative to the humidity. Record all data in a data table. Steps 1 11 are classified as 1 trail. Do at least 3 different trail so that a large proportion of the population is accounted for in the data. Data and Graphs: 12.5% 33% 52.9% 76% 93.5% 1 2.5% Conclusion: The data that I have collected supports my hypothesis that the lower the humidity the faster that the slaters travel, while, when the humidity is high, the slaters will have a slower rate of movement. The scatter graph shows that at 76% and 93.5% humidity slaters travelled significantly slower than at 33% and 52.9% humidity. However at the extreme humiditys of 12.5% and 93.5% humidity I found that my hypothesis was incorrect as the results didnt support my assumption that 93.5% humidity would cause the slaters to stop moving while 12.5% humidity would cause the fastest rate of orthokinesis. The graph shows that 12.5% humidity had a slower rate of movement than 33% humidity and that 93.5% humidity had a faster rate of movement than 76% humidity. The best fit curve show that the rate of movement increases as the humidity moved either side of the preferred humidity. This experiment also proves that humidity has an effect on orthokinesis in slaters and therefore the null hypothesis is in correct. Discussion: I designed and completed this experiment to discover whether or not different humiditys will affect the rate of orthokinesis in Slaters. Through my data I found that humidity does affect orthokinesis in Slaters. When the humidity was at 76% the Slaters moved at their slowest therefore showing that Slaters are at their preferred humidity; they are moving at a slower rate as they dont need to move away quickly as they are already in favourable conditions. At both 33% and 52.9% humidity the Slaters moved significantly faster than they did at the preferred humidity of 76%. This presents the idea of unfavourable conditions as they are travelling faster and therefore wasting energy in order to spend less time in these conditions, and by moving away they are less likely to suffer from desiccation. Slaters are extremely sensitive to desiccation and dont possess many structural adaptations to protect themselves from desiccation. Unlike most insects, Slaters lack a waxy cuticle layer, this layer helps to prevent drying out as it minimises evaporation of water from the exoskeleton. Therefore they rely on their orthokinetic response to remove themselves from areas that cause desiccation by speeding up their rate of activity. This reaction makes it more likely that they will move out of the unfavourable conditions quickly so they spend less time in an area that can cause desiccation and death. At 12.5% humidity Slaters travelled slower than when they were at 33% humidity even though it is a more unfavourable condition. The 12.5% humidity at 20 °C has more drying power that 33% humidity at 20 °C so therefore desiccation will being to occur earlier at 12.5% humidity when compared with 33% humidity. The earlier desiccation means that the Slaters cannot physically travel at increased speeds as the desiccation causes problems with the Slaters respiration. The Slaters transport oxygen using pseudo trachea which are small hollow air tubes which carry the oxygen to the Haemolymph. Moisture is needed in the pseudo trachea to dissolve the oxygen and allow it to diffuse into the Haemolymph. Without the moisture the oxygen cannot dissolve and therefore cannot enter the Slaters body for it to use and without oxygen the Slater will die. The Slaters orthokinetic response at 12.5% humidity is to increase its rate of activity in order to get out of those conditions. This is w hat causes the increase of speed compared to the speed of Slaters at the preferred humidity. However because of the early desiccation, the Slaters activity rate is limited because of restricted respiration therefore the speed of the Slaters at 12.5% is less than the speed of the Slaters at 33%. While at 93.5% humidity although the rate of orthokinesis was similar with that or 76% humidity Slaters still moved slightly faster at 93.5% humidity. This is because 93.5% humidity the conditions are not completely favourable as the humidity is so high that it causes the Slaters to become overloaded with water. This effect can also be seen when Slaters leave their shelters after heavy rain as they need to transpire the water that they have taken on. When a Slater takes on too much water they cannot respire properly as the distance that the oxygen needs to diffuse becomes too long therefore the Slater doesnt receive the necessary oxygen that it needs to function this will result in the drowning and death of the Slater. This is why when at 93.5% the rate of movement of Slaters increase from the speed of Slaters at the preferred humidity of 76% even though it is only a slight increase in the rate of movement as the 93.5% humidity is only slightly more unfavourable than 76% humidity. Evaluation: The results of my tests, which have been place in the scatter graph above show that there is a significant relationship between humidity and the rate of orthokinesis in slaters. As the r ² value is 0.9703 it can be seen that 97% of my datas variation can be contributed to the change in humidity rather than any other variable. This means that my conclusion is valid. During my experiment I had to control many variables so that my results were valid and to prove that the change in the rate of orthokinesis was due to the change in humidity and not due to another variable. For example through my research I found that Slaters are nocturnal animals and that light intensity can also affect their rate of orthokinesis; Because of this, when I did my testing I closed all the blinds and turned off all the lights. By creating this environment I replicated the time period (night) in which Slaters are most active so that I could see significant differences in their rate of movement. By turning off all the lights and closing the blinds I also eliminated another variable that is known to change the rate of movement in Slaters. This meant that my results were valid as I insured that my data wasnt a result of changes in light intensity but was due to the change in humidity. I set the air conditioner at 20 °C during all my experiments as change in temperature is also a variable that can affect the rate of orthokinesis. By having the temperature the same though all my experiment I eliminated it as a changing variable and once again insured that changes in the speed of Slaters was due to change of humidity and not another variable. Another reason that I set the air conditioner to 20 °C is because that the chemicals I used required that temperature in order to react and produce the predetermined humidity. Drying power of humiditys also can change due different temperatures. For example the drying power of 33% humidity at 20 °C can be different to the drying power of 33% humidity at 30 °C which could affect the rate of desiccation in Slaters and therefore affect the data on the rate of movement. So by keeping the same temperature in all experiments I made sure that the data was valid and not a result of different drying powers due to different temperatures. By allowing timing before each testing it meant that the Slaters werent out of their comfort zone and by the time it came to testing the results were based on the Slaters natural response to the change in humidity and not by the fact that they were under stressful conditions. Also by taking a large sample size and repeating the test numerous times through different trials I made sure that the data I collected was an accurate representation of the populations reactions to changes in humidity and how it affects their rate of movement. The large random sample size means that the results were not based on one type of Slaters change in rate of movement; for example the change in rate of movement in old Slaters. Therefore by having a random selection of Slaters I was incorporating all types of Slaters so the data I collect was an accurate response of the populations change in the rate of movement relative to change in humidity. The repeat trials also meant that my results could be conclusi ve and when I came across an outlier that would have disrupted my results I would have be able to successful recognise any significant outliers and retest them to use in my average. Because I controlled these variables, my data and conclusion must be valid as the only stimulus left that could have affected orthokinesis is humidity.