African Americans since 1865 Essay

It happens to be common knowledge that throughout history African Americans have been oppressed, segregated, and disregarded as civil human beings. In the dawn of history Africans were regarded as animals and as such they would do the job of animals, however this paper will look at their sacrifices and fights to be treated as equals. The abolishment of slavery brought on a war, not between two countries but a war that divided a country, one that is still spoken of today. The southern or â€Å"rebel† states rose against the President of the United States in retaliation of his and many others view that no man woman or child should be a slave. All people were created equal. Africans in politics Although four million African American slaves were now free they had codes placed against them, the Black Codes restricted the lives and movement of these people. In order to override the codes the 13th, 14th and 15th amendments were drafted and passed. Not only was slavery abolished but all slaves were now citizens and in such race could no longer be used to prevent the vote of a person. Africans now had a voice on who was elected and soon they had African Americans running for government offices. Corbould, C. (2009) Becoming African Americans: Black Public Life in Harlem, 1919-1939 Harvard University Press. Cambridge, MA, USA Harlem Renaissance African Americans soon were cast aside again, during the age of imperialism and leading into World War One Africans were struggling to make a life. Some fought in another war, this time not for their freedom but for the freedom from communism alongside their white counterparts. After the war ended blacks started to come together, the Harlem Renaissance was born. King, M. L. Jr. (2010) Stride Toward Freedom: The Montgomery Story. Beacon Press. Boston, MA, USA Black power movement 1954 to 1963 America saw a strong struggle for the advancement of civil rights, equality and desegregation. From every day citizens expressing their belief in being equal to their white counterparts to lawyers fighting for the equality all had deserved. These times were pivitol in an unstable America. Not only were there these movements of civil equality and black power but also a war in a far land that many Americans were against at the time. Inventions and impact From writers, inventors and powerful leaders throughout black history there are some that are household names and some that may be forgotten. I plan on taking a look back on those who through oppression continued to strive for better for themselves and for all. African Americans today Not long ago segregation was prominent, civil rights were abused, racism and hate were common. Today we have CEO’s, congressmen and senators, military leaders and the President of the United States who are all African Americans. No longer considered a minority in many’s eyes, African Americans have literally built themselves from slaves to leaders and teachers.

Mcnamara and the “Fog of War”

Rebekka Carter 11/15/2012 McNamara and the â€Å"Fog Of War† Sometimes negotiation and peace is the only way to avoid catastrophe that could destroy us all. The first lesson of the â€Å" Fog of War,† that McNamara gave was to empathize with your enemy. McNamara thought it was a must and that is was important to put ourselves into the enemy's shoes. He discussed in the interview that later became a documentary, the possible serious consequences we could face as a nation if we didn’t empathize with Cubans during the Cuban Missile Crisis in 1962. We must try to put ourselves inside their skin and look at us through their eyes, just to understand the thoughts that lie behind their decisions and their actions,† McNamara justified. If we could negotiate and settle, we might can work something out to benefit both the U. S. , and the Soviet Union. During the Cuban missile Crisis, McNamara tried to persuade President Kennedy not to press on and invade Cuba. He coul d give the president advice because he was a member of the president's cabinet. Robert McNamara was the Secretary of Defense in office. He persuaded him along with Tommy Thompson whom was the former U. S.Ambassador to Moscow. They gave them advice on two messages we received from the Soviet Union. McNamara described this as a â€Å"hard message† and a â€Å"soft message. † The soft message said they would remove the missiles from Cuba as long as we promised not to invade. On the other hand, Kennedy also received the hard message which basically revealed that if we pressed on and invaded Cuba,they would respond with massive military force. McNamara stressed how important it was to empathize with Cuba,if we didn't the consequences could be a nuclear war holocaust. Kennedy ended up empathizing with them by responding to the first message.This action could of saved us from a possible Nuclear War and from devastation, disaster, and from loosing trillions of innocent America n people. McNamara describes the relationship between empathy, morality, and war. He thinks that during war in order to be victorious you have to see the way the enemy sees and try to make peace with them. From a moral stand point, do what's best for the common good. It's best to make peace or at least negotiate and come to an agreement to avoid any consequences that could threaten innocent civilians. I think he believed more in peace and harmony than in war.It was best to just avoid it if possible and negotiate then avoid conflict. Later on in the documentary, McNamara describes the fire bombings of Japanese cities. He argues is it moral to take the lives of 100,000 of Japanese civilians in one night just to win the war. On top of burning the cities, Lemay wanted to drop a bomb. McNamara argued that proportionality was a guideline in war. We shouldn't overdue it just to win. We should have it evened out with the enemy on casualties and civilian deaths. Lemay considered his actions to be thought immoral if they had lost.So judging from that I’d say that if his side lost, then loosing that many people would have been for nothing. If they would of won, it would have been moral is the conclusion I'm drawing from this. Is it ever legitimate to criticize your country's actions in a time of war? I think so yes, and I wouldn’t consider it to be unpatriotic for disagreeing with the government. Freedom of Speech is one thing our country is founded on and everyone can have their own personal view or criticism. One can still have love for one's country and not agree with their policies or in this particular case, war tactics.Some people may not be for war because of the innocent lives lost: men,women, and children. Some people might especially be against nuclear war because of innocent lives and it just causes more danger and conflict. In my opinion it is legitimate to argue or criticize about war or any other action a country carries out. This documentary opened my eyes and changed the way I truly saw Nuclear War and the effects and consequences it can have. The Cuban Missile Crisis had very high stakes to cause not only a Nuclear War, but a Nuclear war Holocaust. With being struck with one bomb, there is a possibility we would of bombed Cuba back.I don't believe we would of surrendered. Other countries would of gotten involved and devastation and loss as of a result from this would have been very great. The fire bombings described in Japan was very disproportionate and unevenly scattered. Cities everywhere in Japan had different numbers of deaths and injuries. Lemay thought this had to be done in order to win the war, even though it was considered â€Å"immoral. † This documentary was an eye opener and it really gave good insight on the key ways to being successful in a war. McNamara called it â€Å"The Rules of War. †

An Investigation Into the Language Used in Childrens Advertising

An Investigation into the Language used in Children’s Advertising Contents Hypothesis Introduction Methodology Analysis Conclusion Evaluation Bibliography Appendix Hypothesis In my investigation I am going to analyse the language used in children’s television advertising looking specifically at whether the language used is aimed primarily at the children or their parents. Introduction I have chosen to look at the language used in children’s advertising because I am interested in how the language of advertising can be used to influence children and their parents and am specifically interested in trying to analyse this for girls.I hope that I can also draw on my own early experiences to help me with some of my conclusions. When I was 4 years old I wanted the new ‘Baby Born’ doll really badly and kept asking my mum until I got it. When I did get it, I played with it constantly and gradually lost the different accessories that came with her. I remember c learly that when my little sister played with her Barbie dolls when she was younger that she would use an American accent when making the dolls speak.I was never sure why she did this but I did find it amusing. I am aiming to find out whether language in advertising is manipulative, whether it reinforces traditional gender categories and whether I believe it to be a positive force or not. The use of language in television advertising is influenced by other factors such as whether voices used are that of a man, woman or child. The studies I have read indicate that voiceovers given by men are far more effective for successful marketing than those by women.The 1979 study found that quite often even if the product was seen as female, most girl targeted ad’s used men for the voice-overs and that where women voice-overs were used they were only for girls products which would seem to imply that these products didn’t warrant the recommendation of a man. Studies found that peop le respond better to male voices than female voices. I have read some studies on children’s’ advertising and a book on advertising (see Bibliography) and the findings of these made me interested in finding out whether modern advertising supports the findings of these studies. ‘Children learn personality and behaviour patterns through the imitation of their own parents attitudes and behaviours and will acquire the patterns of behaviour more rapidly where there is an attractive model whose behaviour is rewarded’’ (Smith, 1994). As part of my work I am looking at whether my adverts support traditional gender roles. Methodology I will watch advertisements on children’s television channels. The channels I am going to be watching are Nickelodeon and Nick Junior.To carry out my investigation I needed data and the only way for me to collect this was to watch children’s’ TV, record the advertisements, transcribe them and then analyse my findings. My transcriptions have been included in my Appendix. To ensure that my data and any conclusions drawn from analysing it are valid I have used actual adverts and transcribed them carefully, and not made up any of my findings. I must not over generalise as it is easy to assume that what I find from my transcriptions is true of all advertisements and this is incorrect as all adverts are different.To analyse my data I am going to look at pragmatics and grammar. I may also make observations on lexis and semantics. I decided to analyse my data this way because I am looking at the language of advertising, i. e. the words and how they are used and also how it influences and this will help me answer my key question. My data is organised by transcript and I am going to analyse each of my transcripts separately. I hope that this will give me common results that I can include in my conclusions. Analysis Transcript 1 Syllables |Total number of words | |1 |41 | |2 |16 | |3 |3 | |4 |0 | I was interested in seeing the complexity of the words used in these adverts and I looked at the number of syllables in each word in each advert.The table above shows the number of words with 1, 2, 3 and 4 syllables and clearly shows that simple words of 1 and 2 syllables comprise the major part of this advert. Only one of the 3 syllable words is used in the main part of the advertisement which is aimed at the child, the other two are in the end part which is delivered by and directed at adults. This advert is for a Chou Chou doll that has bruises that disappear when the area is warmed up. This is going on the idea that parents make their children ‘all better’ if they are hurt.This will appeal to young girls as not only is it a doll that they can play with but it is also something they can care for and ‘make better’ themselves, just as their parents do for them. The sing song voice used in the advert mirrors the way a lot of adults talk to their babies and small children and little children learn by copying or imitating their parents so this advertisement could influence little girls by letting them behave like a grown up on a doll that gives them a reaction.They want the responsibility of looking after something and this doll pretends that they are responsible for making it better. Depending on how old the child is, they may believe that they are actually making the doll better. Every time the sing song voice is used it is delivered in the same way, in the same tone of voice and is to the same tune. This shows prosodic features: the effect of the sing song voice followed by the child’s statement is almost one of versification, in the pattern of 1, 2, 1, 3, 1, 4, 1, 5.The language used in the advertisement along with the visual triggers are likely to create desire for the product and if the parents feel that it will encourage their children to be caring and responsible then their purchasing decisions are likely to be influenced . It does encourage caring as the child playing with the doll makes the doll better and also reinforced caring by the use of caring language such as ‘Mummy be your doctor’, ‘Mummy make me better’, ‘Here’s your medicine’ (sing song voice) and ‘I love you’ (little girl).The language in this is not openly manipulative but the constant repetition of the name of the doll, ‘Mummy make me better’ will ensure the child remembers the name of the product even if they are quite small, and will want it. By casting the little girl as the Mother figure, and using the sing song voice to indicate the little girls role i. e. ‘Mummy make me better’, ‘Mummy loves her daughter’, it encourages the child to want to take on that role. I feel that this advertisement reinforces the traditional gender behaviour patterns because the little girl playing with the doll is being encouraged to behave like a traditiona l caring mother.There would be a very different impact if the sing song voiceover was that of a man because traditionally the parent that looks after sick children is the woman. I think that the language in this advert is primarily aimed at children. However because it encourages caring behaviour it can influence the parents Grammar This advertisement uses short sentences in the beginning which are aimed at the child watching the advert and at the end it says ‘bruises disappear with warm Chou Chou Mummy Make Me Better from Zaph Creation’, this is aimed at the parents as it is a longer and more complex sentence.The words used are mostly one or two syllables, with the exception of three which are three syllables, ‘medicine’, ‘disappear’ and ‘Creation’. The use of simple words with a small number of syllables shows us that it is primarily aimed at children. The sing song voice featured in the advert uses repetition, ‘mummy make me better’, ‘mummy be your doctor’, ‘mummy make me better’, ‘mummy loves her daughter’ and ‘mummy make me better’. This emphasises the name of the product and helps whoever is listening to store the name in their memory. Pragmatics The language is simple and active rather than passive i. . shows the child ‘doing’ mummy make me better ‘here is your medicine’. Active language is involving and shows ‘doing’ rather that watching. Transcript 2 |Syllables |Total number of words | |1 |45 | |2 |7 | |3 |1 | |4 |0 |Once again I looked at the complexity of the words used. The table above shows the number of words with 1, 2, 3 and 4 syllables and clearly shows that simple words of 1 and 2 syllables comprise the major part of this advert, with most of these being one syllable. This advert is for a digital house where the 6 pixelated girls living in it can earn points and get the best room in the hou se if they have the most points. Every pre-teen wants the best room with the best things and this is appealing to their interests. Im Queen of the house’ implies that the girl with the best room is the best and most popular out of them all. The fact that this advert is delivered mostly in song and in an American accent exaggerates its appeal because a lot of pre-teens use an American accent when they are playing because they imitate the role model in the advertisement, which in the case of this advert, is a teenage American girl. The language in this advert is aimed solely at children.It appeals directly to the interests of pre-teens. Grammar The slogan pick pick pixel chick roomies emphasised the name of the product by repeating the first sound of the product name twice before it and also by using alliteration. This advert mainly comprises of a single long sentence punctuated by one second pauses which help give the advert impact. The viewer has time to absorb one part of th e advert before the next part is delivered. Pragmatics ‘’There are lots of games to play yeah the fun never stops. ’ This will appeal to pre-teens as it is an environment over which they have full control and there are no adult figures involved, and what pre-teen hasn’t imagined or even fantasised about the fun they would like to have in a house with no adults and how late they would go to bed! It is not openly manipulative but it plays on the (rather attractive) idea of having as much fun as you want in your own house and will therefore encourage pre-teens to want this product.This makes it subtly manipulative. Transcript 3 |Syllables |Total | |1 |29 | |2 |11 | |3 |1 | |4 |1 |The language used is simple and comprises mostly of one or two syllable words. The table above shows the number of words with 1, 2, 3 and 4 syllables and clearly shows that simple words of 1 and 2 syllables comprise the majority of this advert, with most of these being one syllable. This is an advert is for a glittery temporary tattoo set. It openly reinforces traditional gender categories as it is clearly aimed at young girls, and girls trying to make themselves pretty and girls that are looking for the ‘wow’ factor.The language in this advert is aimed at children. Grammar This advert does use manipulative language ‘everything you need†¦Ã¢â‚¬â„¢ indicated to the watcher that they need the product instead of just wanting it and ‘wow get these great glitter tattoos’ makes them more desirable and is almost acting as a command by using an imperative – get it, get it, get it! ‘They look so cool†¦Ã¢â‚¬â„¢ all children want to be cool and will want a product that they think will make them cool. express your style’ gives the impression that this product will allow the user to be stylish by indicating that they have style and that this product will help them to express it. It is almost elliptical because it is economical with the number of words used and relies heavily on the visual accompaniment. Pragmatics It is delivered by a mature woman and shows the process of choosing and applying the tattoo. This makes the children watching the advert think that it is easy to use, fun, pretty and makes them want it.I don’t believe that the language used is a positive force because it is openly encouraging young children to want and use tattoos at an age when they are not mature enough to understand the difference between temporary and permanent tattoos. It could influence a rash decision in later life to get a permanent tattoo because they had a cool glittery one when they were young. Children are a very easy target for advertising and so are very vulnerable to suggestion. They then use their parents as an easy target for pester power.Transcript 4 |Syllables |Total number of words | |1 |34 | |2 |9 | |3 |1 | |4 |2 | The language used is simple and comprises mostly of one or two syllable w ords.The table above shows the number of words with 1, 2, 3 and 4 syllables and clearly shows that simple words of 1 and 2 syllables comprise the most of this advert, with a lot of these being one syllable. Both of the 4 syllable words are used in the end of the adverts which is aimed specifically at parents This is an advert for a doll that has over 80 sounds and recognises her accessories and the name you give her. This advert is delivered as if the doll already belongs to the child; ‘you can name My Baby’.This makes the child want it as it. Generally the language used is not manipulative but by saying ‘you can name My Baby’ it is making the statement personal to the viewer and is likely to create desire for the product. The majority of the language in this advert is aimed at children with the ending aimed at parents. Grammar The use of the word ‘can’ in this advert is makes the naming of the baby modal because it is allowing the child to cho ose the name of the baby.Personal pronouns play a great part in this advert as the word ‘you’ is used 3 times and is always referring to ‘you’ as the child. This involves the child and is likely to make them want the product more as they feel a sense of ownership. Pragmatics The doll makes over 80 sounds which would also appeal to the child as real babies make more than 80 sounds and the child wants a doll that is as real and life-like as possible. The doll also comes with accessories that it recognises.This is appealing as most parents want to spoil their child and the little girl will want to spoil her ‘baby’. I believe that this product will be attractive to parents as it encourages the child to be responsible as they can look after and interact with the doll. This makes the advert a positive force as it is teaching the child to be caring. This is stereotypical as there is the voice of a woman featured in the advert which acts like the mothe r figure of the child. The girl with the doll acts as the mother figure of the doll.Transcript 5 |Syllables |Total number of words | |1 |44 | |2 |7 | |3 |8 | |4 |0 | The language used is simple and comprises mostly of one or two syllable words.The table above shows the number of words with 1, 2, 3 and 4 syllables and clearly shows that simple words of 1 and 2 syllables comprise the most of this advert, with a lot of these being one syllable. Both of the 4 syllable words are used in the end of the adverts which is aimed specifically at parents This is an advert for a Baby Annabel accessory set consisting of a sheep toy that plays a soothing melody and a beautiful quilted bed set. It definitely reinforces traditional gender categories with the little girl ‘mother’ putting the baby to bed, playing a lullaby.I think that this is a positive force as it is making bedtime appear to be fun instead of something that young children avoid as best they can. This will make it more a ttractive to parents for the same reason that it might make it easier for them to put their own children to sleep. This advert is exploiting bedtime as it can be used as a fun time. The parents may see buying the doll for their child as an easier way of getting them to go to sleep, as Annabel is in bed, they should be too! In a way this exploits the parental desire to get children to bed as the advert implies that this product will help.The language used in this advert is aimed both at children and their parents. The majority of the advert targets the child but the ending targets the parents. Grammar The language is subtly manipulative as it says ‘you can lay your Baby Annabel in her bed’ which will make any child that already owns a Baby Annabel want the bed to put her in. The language used here is elliptical because the pauses in the advert create sentences which aren’t complete in their own right ‘but don’t be sad†¦Ã¢â‚¬â„¢ and ‘listen to the sheep†¦Ã¢â‚¬â„¢ The sentences are a mixture of complex : ‘here comes the night but don’t be ad you can lay your baby Annabel in her bed, time for sleep I wish you sweet dreams’ and compound : ‘the baby Annabel bed with soothing melody and a beautiful quilted bed set sweet dreams for your baby,’ sentences. Pragmatics ‘Sweet dreams for your Baby Annabel’ suggests that if you have the bed to put your doll in she will have sweet dreams. If you don’t have one of these accessories then your doll won’t have sweet dreams. This brings up that everyone wants the best for their child and wants them to be happy and therefore makes this set a must-have for young girls and their Baby Annabel dolls.Transcript 6 |Syllables |Total number of words | |1 |37 | |2 |10 | |3 |1 | |4 |1 | The language used is simple and comprises mostly of one or two syllable words.The table above shows the number of words with 1, 2, 3 and 4 syllables and clearly shows that simple words of 1 and 2 syllables comprise the most of this advert, with the majority of these being one syllable. This is an advert for a beauty kit from Bratz and includes airbrush colour, lip colour, stencils and body glitter. This advert is delivered as a set of instructions, and as instructions are meant to be followed it is manipulative in the way that it is telling the viewer how to apply the make-up to the doll.There are only five instructions and not all of them are directing you to do something to the doll so it is attractive in the way that is simple. Parents may find this product appealing as if it is that simple it will keep the pre-teen safely occupied without parental assistance. The use of the word ‘magic’ 4 times in this short advert reinforces how amazing the product is. Anything that is magic is very likely to appeal to pre-teens. There are clues of traditional gender rules, a big one being that the advert is for a make-up produ ct which is aimed at pre-teen girls.The Bratz products are a pre-teen version of Barbie products and allow the girls to apply the make-up themselves in a way they want to do it. For the reason above I think that this advert is a negative force. The language in this advert is aimed only at children. Grammar This advertisement uses alliteration in the product name, ‘magic make-up’ and this is repeated 3 times throughout the advert. There are a lot of imperatives used, ‘turn it up’, ‘draw it on’ and ‘stencil it there’. Generally pre-teens respond to commands and this may increase the influence of the advertisement.Rhyme is used in the middle of the instructions for the use of the product, ‘stencil it there†¦glitter everywhere’. Rhyme can make information more memorable which could increase the impact of this advert. Pragmatics Body image is an issue raised by this product as by glamorising airbrush techniques, girls may feel under pressure to look a certain way and to have matte skin. This issue is also big in the world of celebrities as women that girls look up to as role models never get seen without a perfect face as their pictures are airbrushed.The doll’s face is going to look matte and perfect as airbrush make-up is used and if the pre-teen’s own skin doesn’t look the same when she starts wearing make-up she may feel ugly. Transcript 7 |Syllables |Total number of words | |1 |37 | |2 |11 | |3 |2 | |4 |2 |The language used is simple and comprises mostly of one or two syllable words. The table above shows the number of words with 1, 2, 3 and 4 syllables and clearly shows that simple words of 1 and 2 syllables comprise the most of this advert, with a lot of these being one syllable. I have found that it is unusual to have words of 3 or 4 syllables that are not featured in the product name. This is an advert for a Polly Pocket product that is a nursery with 5 newborn Dalma tian puppies.The first thing that I noticed about this advert is the instant use of alliteration in the title of the product, Polly Pocket Puppy Playhouse. The language used by the young girl is delivered in rhyme; this makes it easier to remember as it is more likely to stick in your mind. It uses ‘young’ monosyllabic language such as ‘lots to do’, ‘so sweet’ and ‘fun for puppy and you’ so that the young girls understand exactly what the advert is trying to say. It also uses some slang, teen-speak, for example ‘wow neat’It doesn’t teach the child to be caring as it is just a toy, they are not looking after the baby Dalmatians, they are playing with them on the Ferris wheel and the see-saw. I wouldn’t say that there is a positive or a negative force as the aim of the product is purely for fun. There is also no parental manipulation as there is nothing for them to gain or nothing for their child to learn b y them having the product. The language in this advert is aimed purely at children. GrammarThe grammar used is elliptical, when I looked at the sentences in the light of where the pauses are I noticed that they are not complete in themselves, for example ‘lots to do’, ‘look a ferris wheel†¦Ã¢â‚¬â„¢, ’a see-saw that’s a table too’ and ‘dalmation babies’. Pragmatics There is a change of register at the end of the advert. The major part of the advert is delivered in a child-like way. The end of the advert, which is delivered by a male voice-over, is a complete adult sentence ‘puppy playhouse with 5 newborns other puppies sold separately’.There is no audio proof that this product is aimed at girls but as there are only girls featured in the advertisement we get the impression that it is, although the voice over is that of a man. Conclusion The language used in the majority of my adverts is aimed at children. Where th e language is also aimed at parents it is usually towards the end of the advert, with the majority still being aimed at children. The following table shows a summary of whether the language used in my adverts is aimed at children, their parents or both children and their parents. Advertisement |Children |Parents |Children & Parents | |1 | X | | | |2 | X | | | |3 | X | | | |4 | | | X | |5 | | | X | |6 | X | | | |7 | X | | | If I had chosen educational toys for my study of language in advertising I think that more of the language would be aimed at parents. I think this because the parents would make a purchasing decision based on the educational value of the product as opposed to the play value which is offered in my chosen adverts.Where my adverts are aimed at both children and their parents, there seems to be some positive benefit for the child, from the product. An example of this is My Baby Doll, see Transcript 4. It encourages the child to be responsible and caring and therefore appeals to the parents as well. Transcript 5 – Baby Annabel’s Bed Set, appeals to parents as well because it makes bedtime fun. The table below shows the total number of words in all the advertisements I looked at and shows how many syllables are in each. This shows conclusively that the words used in children’s advertising are generally very simple as there is a huge predominance of monosyllabic words. Syllables |Total number of words | |1 |267 | |2 |71 | |3 |17 | |4 |6 | Several of my advertisements were subtly manipulative, and appealed to the mercenary and materialistic side of the children.I found this interesting because the results of one of my studies showed that advertising directed to children made them more materialistic and acquisitive. This study found that because the children were more acquisitive, it encouraged conflicts with both their friends and their parents. This study said that as children have under-developed reasoning, they can’t w ork out whether information is rational or realistic and that they could easily be deceived and influenced by advertising. Nearly all of my advertisements definitely reinforce gender categories i. e. the traditional role of the female, whether this be caring for children or making themselves look pretty. One of the studies I looked at (Lois. J.Smith, 1994) showed that children learn a lot about sex-type behaviours from television and the characters used are attractive models to copy because they are generally good looking. Advertisements show children how to behave and they accept the images they see as real. Evaluation I think my study is quite effective in terms of looking at the language related to young girls. I think my study would have had more validity if I had used a much larger range of advertisements, and if I had covered both play value and educational toys. It would also have been interesting to have included an equal number of advertisements aimed at boys and at both se xes. This would have allowed me to compare the language used in different areas and would have made my results more valid.On its own my key question was a little vague and if I had only addressed this question my study would have been very short. By including whether the language was manipulative, whether it reinforces traditional gender categories and whether or not it is a positive force I made my study more effective. I collected my data by watching and recording advertisements and transcribing exactly the language used in them. I don’t believe that there could have been a more effective way of collecting my data. I analysed my data by looking at grammar and pragmatics. This was interesting; however I could have improved my study by making more specific observations on lexis and semantics. Appendix

Tort law Essay Example | Topics and Well Written Essays - 1750 words

Tort law - Essay Example However, contact is the basic element of battery. Since contact is an essential element of battery, there must be an absence of contact for an assault. In other words loosing battery comes under the ambit of an assault2. As per the law of UK both the offenses can be booked under criminal and law of tort. Therefore, anyone who found guilty under the offenses is liable for prosecution under the criminal and civil law. Under the criminal law assault is an attempt to commit a battery one some one’s body3. Intention or motive behind an offense is necessary. The defendant or the attacker must have intention or motive to harm someone bodily. Assault and battery have two motives a) one in retaliation and b) in self defense. The intention or motive involved in assault and battery should appear on the body of the aggrieved person. If there is no intention or motive of a person to bodily harm another person, legally cannot be considered guilty of offenses as mentioned hereinabove4. Conse nt In all civilized states, consent is used in defense of civil assault and battery by the offenders. However, combating with mutual consensus does not deprive anybody of his or her legal right to sue. However, there is difference of opinion amongst the jurists whether the criminal assault or battery can be used in defense of any person. ... Self-Defense A commonly used term wherein a person can use a certain degree of force to save himself from bodily injuries inflicted upon by another person. Now it is up to jury to determine whether the degree of force used in self defense is valid and permissible under the law. If a man by his or her own will initiate fight without justified reasons against another person cannot be treated such fight in self dense. Here, the intention and motive of a person does matter6. As far as the use of force against the offender with an object to save himself or herself in retaliation of an aggressor’s attempt is justifiable under the law. In all the countries around the globe, a defender can use deadly weapon to save his or her life provided his or her life is in danger. In majority states, law provides support to a person who may stand in front of an aggressor to defend himself although the chances of safe escape from the scene are there7. The court will examine the degree of force use d by the defender against the offender under the circumstances was justified or not. The following factors should be taken into account by the jury while deciding the matter a) age b) size and c) strength of participants8. Defense of Others Helping out others in their turmoil or in case of need treated valid defense provided the defender was not at fault. In case of defending others, the defender’s right to claim self defense of a protected person cannot be undermined. In few cases the defender reasonably believes that he or she was in need of help to come out of the worst scenario9. The law of tort treats the assault and battery an attack on the security and safety of a person life hence the wrong done to the victims attracts compensation for the damages. Under the civil law, the

PHIL 102 Essay Example | Topics and Well Written Essays - 500 words - 2

PHIL 102 - Essay Example Ethics is taught by use of scenarios with less or no practical value. When learning, an example is given where people are stuck in a boat and they have to eat one person to survive. This is not a practical situation, but is still used to teach ethics and the formulated principles rarely apply in different contexts. This theme helps in showing ways of evaluating actions in a particular circumstance. The theme of life is also highlighted in ethics where it is viewed as a standard of value found in objectivist ethics. It involves use of different views to explain concepts of life and the correct ways of living. It is necessary to have better and integrated views about life to help us live ethically with other people. When contrasting and comparing the views in life, standards of comparison should be set clearly. Normally, life entails more than what meets the eye. Transition is also an important theme in ethics, which tries to show how various behaviors are automated. It also highlights what is involved in changing to a new set of ethics, and the process of identifying if the new ethics are practical. It is not easy to practice an ethical theory and values along with moral premises need to be examined to march rational judgment of the right thing. With time, people change the way in which they view some mannerisms, and whether they are wrong or right. Transition leads to change in perception, which is necessary for every person or community to embrace. Value is a key theme in ethics and it defines what an individual aims at getting after applying ethics. It can be physical; maybe money or belongings, and it can be intangible, maybe physical fitness, pleasure, romance, or friendship. Ethics involves making choices on possible outcomes of choosing values and goals. Value judgment used in determining if an action or occurrence is right or wrong, which

Trust of leadership Essay Example | Topics and Well Written Essays - 750 words

Trust of leadership - Essay Example Trust is the only way to make people follow you, thus every leader should do his/her best to gain trust. First of all, it is important to understand that trust depends on healthy communication. Leaders should be able to listen and promote honesty in workplace relations. In every company communication is a tool to create understanding between employees and senior managers (Lord et al, 1986). Leaders should improve their communication skills in order to establish healthy relationships with employees. Relations at the workplace should be based on the mutual respect and ethical principles established in the organization. Leaders should take care about workplace ethics as it should be among the top priorities. â€Å"Most people don't know how to think about the organizational and societal consequences of low trust because they don't know how to quantify or measure the costs of such a so-called "soft" factor as trust. For many, trust is intangible, ethereal, unquantifiable. If it remains that way, then people don't know how to get their arms around it or how to improve it. But the fact is, the costs of low trust are very real, they are quantifiable, and they are staggering† (Covey). In order to make people trust you it is essential to try to meet their needs. A leader should help workers feel comfortable at the workplace. Many people appreciate responsive leaders, who do not stay indifferent to their needs and remember that people are not robots. It is a real art and not an easy task for leader to be responsive and exacting at the same time, but all of the leaders should try to manage this art and adopt the way of behavior that would allow them to gain employees’ trust and not to lose authority at the same time. â€Å"The job of a leader is to go first, to extend trust first. Not a blind trust without expectations and accountability, but rather a "smart trust" with clear expectations and strong accountability built into the process. The best leaders al ways lead out with a decided propensity to trust, as opposed to a propensity not to trust† (Covey  ). Leaders often make serious mistakes by making decisions themselves not sharing their plans with the employees. People usually do not like to follow orders not knowing what they are taking efforts for. They want their employers to value their creativity and to provide them with the opportunity to express it. All the important decisions taken by the leaders of the company should be agreed with the employees. If employees take part in the decision- making process, they will understand that their leaders trust their opinion and, moreover, they need it. That will make employees trust their leaders and believe in them (Lord et al, 1986). The main task of a leader is to make his/her subordinate believe that they are working for both the benefit of the company and their own benefit. In every organizing there should be a spirit of a goal that is the one for everybody and everyone sho uld try to do his/her best to achieve this goal. Employees should believe that reaching the goal of the company will help them reach their own goal and this is the guarantee of success (Lord et al, 1986). Trust is the most important component in leadership. Employees who trust a leader will follow all his/her requirements. The performance of the company will also gain if employees trust their leader. Thus, leaders should take effort to make employees tr

The Role Of Stakeholders In Passing The Proposed Amendment 1 Assignment

The Role Of Stakeholders In Passing The Proposed Amendment 1 - Assignment Example Due to the dynamic nature of the world politics, the intended role of politicians voted by voters as slowly narrowed to self-centered interests. It is evident that majority of the politicians across the world, become active when discussing issues affecting their welfare, for instance, an increment of allowances (Gowing, & Arnold, 1974). On the other hand, they remain reluctant in passing proposed amendments in other sectors such as nursing. This is in contradiction with the noble calling to serve the subjects. This calls for stakeholders from all fronts including the nurses to participate actively or passively in the splendid role of spearheading passing of proposed amendment. It is notable that the stakeholders can participate in policy change through lobbyist’s influence (Bristol, 2004). The activists have the capacity to sway the subjects to vote for or against a policy; however, this depends on the past record in telling the truth in their bid to make their opinion superio r.In conclusion, it is a fundamental role for relevant stakeholders to participate in passing the proposed amendment because; the political class may ignore an important policy because of self-interest. It is notable that, the participation of the stakeholders creates a platform, which is irresistible in addressing key issues. This platform saves time in passing proposed amendment of critical importance to the large society, which involves subjects from all professional and unprofessional fronts.

Why is privatizing social security in the USA a bad thing Essay

Why is privatizing social security in the USA a bad thing - Essay Example However, in many cases governors ignore the cultural and social characteristics of local population and focus on the economic aspects of each policy (Ritzer and Atalay 2010). This means that the needs and the cultural background of society are often ignored if specific economic benefits are set as priorities by the government of the country involved. Such problem has appeared in regard to the social security in USA. The privatization of social security in the above country has been highly promoted using the following argument: that such initiative would result to the increase of the effectiveness of the social security framework, an argument though that it is not verified in practice, as analyzed further below. Different approaches have been used in order to explain the inappropriateness of the privatization of social security in US. According to Ritzer and Atalay, the privatization of social security in US has been supported by various organizations and individuals but the completio n of the relevant task has been proved quite challenging because it ‘is politically controversial’ (Ritzer and Atalay 130). This means that most politicians in USA cannot agree whether the privatization of social security in US would benefit citizens or not (Ritzer and Atalay 130). The extensive oppositions in regard to the appropriateness of the particular plan lead to concerns in regard to the feasibility of the plan and its actual effects on people across US (Ritzer and Atalay 130). ... For example, the only regions where the social security system is fully privatized are the following two: ‘the countries of Latin America and the former Soviet Union countries’ (Ritzer and Atalay 130). Before suggesting the implementation of such plan in US, it would be necessary to check the potentials of the local economic and social framework whether it could support such plan or not. From a similar point of view, Binstock and George (2010) explain that the privatization of social security in US is quite difficult to be fully completed, especially since the terms under which the ‘Funded Defined Contribution (FDC) Accounts’ (Binstock and George 284) are not quite clear, a fact that would set in risk the relevant funds. These accounts have been used as a means for promoting the privatization of social security in US but they have been related to the following problems: a) ‘the swift to private accounts in USA’ (Binstock and George 291) has been quite rapid, with no adequate time for organizing appropriately the transition to a new social security system (Binstock and George 284). In this way, there can be no guarantee that the new security system in US will be effective and secure (Binstock and George 284); b) the use of Private Accounts as tools for promoting the privatization of social security is not common (Binstock and George 284). Concerns have been developed whether such Accounts would be effective for the social security of US, even if the relevant efforts would involve in the partial privatization of the country’s social security system (Binstock and George 284); c) the privatization of a social security system leads, necessarily, to ‘the transfer of significant powers

The role of lay Catholics in the Church according to the teaching of Assignment

The role of lay Catholics in the Church according to the teaching of the Second Vatican Council - Assignment Example Recent measures and initiatives within the Catholic church, particularly those designed in reenergizing Catholicism as a religion amidst modernity and secularization, were those concerning the increase in engagement and involvement of its lay members. This has been the fundamental issue addressed by the Second Vatican Council that took place from 1959 to 1965. The Council was able to draft and issue several documents, which would supposedly turn the tide for Catholicism during this contemporary age. These documents introduced and emphasized the concept of the â€Å"people of God† when its predecessor stressed on the role of the Pope. This move by Church authorities is increasingly seen as an attempt for the organization to be continuously significant amidst several developments that undermine Catholicism across the globe. This paper will specifically examine the role of the laity or the Lumen Gentium as outlined by the Second Vatican Council and how it is expected to develop l ater on. Background It is important to underscore that in the early days of Christianity, the laity has played an important role in the affairs of the church. According to Walsh (2005), the laity was not only consulted on important matters, because they also take part in electing bishops and in choosing priests. (p66) This role was eventually scrapped as the laity came to be merely defined as those that are subjected under the Catholic organization’s authority and representatives of the religion in secular affairs such as in business, politics and so forth. As the Catholic organization became more structured and the system more sophisticated governance and policymaking, and most of the organizational activities, policies and measures were administered by the clergy. By the time the First Vatican Council issued its codes and rules, the â€Å"Catholic action† referred to as the role to be played by the lay people were strictly confined to participation in Church-led init iatives. For instance, Pope Pius X declared that â€Å"the one duty of the multitude is to allow themselves to be led, and like a docile flock, to follow the Pastors.† (Pope 2004, p6) What this means is that while the laity is expected to be proactive, their actions must only be in support of the ordained and that they do not have clear and specific missions of their own, say, in evangelization. With the onset of the modern age, however, the clergy again began to turn to the laity as the Church is forced to deal with dwindling membership and enthusiasm from among its ranks. It addition, it has been struggling with finding its own identity and significance in a period of drastic changes across the world. The premise of the current Catholic attitude is that the Church must be viewed as â€Å"a community of faith where all the baptized bear responsibility for placing their individual gifts at the service of all.† (Gubish, Jenny and McGannon 2001, pii) The pattern of the n ew strategy reflects an attempt at a deeper and more potent evangelization by having the laity live out their lives according to the values and teachings of the Catholic Church. In recent years lay people have taken on great many administrative roles, and although Church law forbids them to have ‘jurisdiction’, such as a role in administration, they are involved in decision-making from parish level upwards which is often pretty indistinguishable from governance. (Walsh, p66) Laity in the Second Vatican Council According to the Second Vatican Council, the role of the laity is extremely important, explaining that: Inserted as they are in the Mystical Body of Christ by baptism and strengthened by the power of the Holy Spirit in confirmation, it is by the Lord himself that they are assigned to the apostolate†¦ The apostolate is lived in faith, hope and charity poured out by the Holy Spirit into the hearts of all members of the Church. (Dajczer 2000, p65) The

Human Rights Essay Example | Topics and Well Written Essays - 1000 words - 1

Human Rights - Essay Example Articles published within the convention contain numerous provisions meant to govern the conduct of state offices and authorities in relation to individuals and the society at large (Smith 65). After finalizing all articles in the convention, appropriate legal systems took over as the guardians of human rights; hence are responsible for conducting legal contentions relating to the conventions’ provisions. In this context, the Inter-American Court of Human Rights poses as a judicial body responsible for oversight and advocating for acknowledgment of human rights within American societies. In this essay, we will appraise one illustrative case conducted under the jurisdiction of Inter-American Court of Human Rights. In late 2005, the Inter-American Court of Human Rights (IACHR) started hearing a case of Atala Riffo and Daughters Vs Chile. The case was an appeal on a prior ruling by a Chilean court system concerning child custody. In early 2005, Chilean legal system accorded full child custody to a father of three daughters within a divorced family setting. The earlier decision resulted from the consideration that the daughters’ mother had a non-conventional sexual orientation, thus will not deserve the custody of her daughters. In 2012, IACHR gave out a verdict, which ruled in favor of the daughters’ mother. ... IACHR said that American Convention provides detailed and positive rights awarded to people belonging to non-conventional sexual orientations. In this case, the Chilean government went contrary to provisions of the convention in establishing its early ruling. With respect to the case on Atala Riffo and Daughters Vs Chile, Chilean court violated the law regarding sexual orientation envisaged within the American Convention on Human Rights. Within chapter 2, article 24 of the American convention, every American citizen should receive equal treatment before the law (Schutter 45). The provision emphasizes that all individuals, irrespective of gender or sexual orientation remains equal under the law. In addition, the article postulates that the state shall not direct any discrimination towards any individual; hence all people deserve equal protection of the law (Schutter 52). In addition, the other provision violated is found in chapter 2, article 10 of the American Convention on Human Rig hts. This provision states that every individual has a right to proportional compensation from damages suffered after a court sentence, in which the final verdict resulted from a miscarriage of justice. Finally, the third provision violated by Chilean court is regarding the rights of Children. According to article 19 of the American Convention on Human Rights, every child has a right to be heard, both at family and state levels, in order to determine whether the child has been injured by an act under deliberation (Schutter 61). With respect to Chilean Supreme court ruling, Atala, who is the lesbian mother of three daughters, received direct discrimination as a result of her sexual orientation. Chapter 24 explicitly asserts that all individuals are subject to equal treatment under

Homework assignment Example | Topics and Well Written Essays - 250 words - 3

Homework - Assignment Example Indeed, they are paying a price for it. This hallucinationation about has seen a boom in market manipulation such as the â€Å"$33 billion a year diet industry, the $20 billion a year cosmetics industry, the $300 million cosmetic surgery industry for instance.† Thus, a critical analysis of the excerpt by wolf shows that the contemporary woman is trapped in the myth of beauty. Their life is centred on material beauty that is used to define new role in society. The modern women believe that beauty and sexuality are complementary to each other. This point is important because women tend to view themselves from another dimension apart from their natural physique. The modern women are more concerned about their appearance in the eyes of the other people who see them. Women think that if they look attractive especially to men, they are in a position to assert their power since they will be in a position to the best men envied by many people. Personally, I think the constant denial by women to accept themselves as they are is a source of weakness as they tend to believe that they are inferior if they are not beautiful. Women find themselves in a trap due to the fact that they want to create the world of their own that is centred on the notion of beauty. Unlike the patriarchal system where women were stereotyped to domestic roles, it can be seen that their desire to look beautiful is a source of imprisonment since they are finding the emerging cosmetic industry irresistible. A lot of women spend a fortune on cosmetics in order to beautify themselves. To a certain extent, this shows that women are not confident in themselves since they are driven by the desire to impress people around them and they use beauty as a weapon to achieve this

Police Functions Essay Example for Free

Police Functions Essay Over the years, police have been portrayed in the media, television shows, and the local newspaper as crime fighting heroes. This portrayal would make one think a police officer is always out doing a dangerous job, which may require shooting, beating up, or arrested the bad guy. The truth is, most officers will not make a felony arrest in a given year, and there are also many officers who have never fired their weapon. There are various perspectives of the policing functions. I will examine these perspectives from the local, state, and federal organizational levels. I will identify and address possible future changes in laws and the overall impact these changes will have on the field of policing. Local Police Police, usually called law enforcement officers, apprehend criminals and investigate crimes. There are several other functions that the police perform. Local police have three main functions: maintaining order, controlling crime, and providing basic social services. Local police maintain order in different activities, such as traffic control in power outages, crowd control outside of a local football game, resolving domestic disputes, and removing drunken patrons from the streets. Police officers serve and protect. The main focus of maintaining order is keeping the peace rather than enforcing the law, so to speak. In different situations, officers may have to make an arrest to ensure the peace, but the appropriate order-maintenance solution often consists of less formal actions, like clearing crowds after a big game. Controlling crime is basically patrol and criminal investigation. Basic social service is calling police in an emergency situation. The majority of phone calls to the police are in need of social service as opposed to those relating to crimes. There are several factors that shape what police do. Police officers are available 24 hours a day seven days a week. People call on the police when they find themselves in an emergency situation and there is not another agency available. Because of this availability, it sometimes gives officers a heavy workload. Police work is different and unique from other jobs because these men and women are permitted to use force. Force in this case is deadly or physical force as well as arresting someone. Police officers have to be ready to shoot in a split second, if need be. Discretion is used in all areas of policing. Officers rely on their training as well as experiences to decide what to do when dealing with citizens. A wonderful example of discretion is an officer giving you a warning for speeding as oppose to upholding the law and issuing you a citation. State Police State police are a part of The Department of Public Safety. Every state with the exception of Hawaii has its own police force possessing statewide jurisdiction. The nation’s largest state police force is California Highway Patrol. The directors of highway patrols or state police are appointed by the Governors. Tasks done by state police agencies include assisting the local police departments in criminal investigations, patrolling the state’s highways, training municipal and country police, maintaining centralized crime records for the state, and operate a crime lab. Federal Police Within the executive branch of the national government lies the federal law enforcement. The FBI, or Federal Bureau of Investigation, is a part of this federal organization. The FBI investigates several categories of federal crimes. Their focus is on protecting the nation from threats, such as terrorism, organized crime, drug trafficking, white collar crimes, and violent crimes, such as kidnappings and bank robberies as well as civil-rights crimes. The FBI is equipped with crime labs, fingerprint files, crime statistics, and a training academy, which enables them to assist state, local, and other federal agencies. Due to the increases in organized crimes, the FBI also has wiretapping authority. Federal officers have jurisdiction nationwide. The Department of Homeland Security is another branch containing federal law enforcement agencies. Some of DHS agencies are: United States Secret Service- which is responsible for apprehending anyone caught counterfeiting U. S. money. They are also responsible for the protection of other officials of the federal government and for protecting the president. Immigration and Customs Enforcement- enforces the flow of immigrants into the United States. INS agents deport aliens who break the United States naturalization laws. They are also responsible for the patrol of the United States border to stop illegal immigrants from entering the country. In the 1990s, INS agents focused on the Mexican-U. S. border, where large numbers of illegal immigrants and huge amounts of illicit drugs entered the United States. INS agents arrest hundreds of thousands of illegal immigrants each year, but the number making it safely into the United States still exceeded the number arrested. † (The Nature of Police Work) Customs and Border Protection and Transportation Security Administration also fall under this agency. Conclusion Patrol and criminal investigation used to dominate policing. Uniformed officers would roam the streets interrupting crime and trying to prevent them from happening. There are different strategies to policing. These strategies include patrol, special operations, and investigations. There are changes that can be made in laws to impact the field of policing. Local police departments can reduce corruption by keeping a closer eye on the department and listening to the community. Bad seeds would have to be removed from all areas of policing. These departments can also form a positive relationship with the public by showing they are doing more than making arrests. Federal agencies are sometimes limited in the information they can share with other departments, but if there is something useful, they can pass the information along to help all agencies out. There are many functions to policing. While police are heroes to a lot of people, they are not just out fighting crime and locking up the bad guys. They are there for us when we need them, regardless if our cat is stuck in a tree or we have a runaway teenager. Different agencies perform at different levels each having different duties. Once we understand what different agencies are able to do, we understand policing better.

The Key Elements Of Gucci S Marketing Strategy Marketing Essay

The Key Elements Of Gucci S Marketing Strategy Marketing Essay With over 7,000 direct employees across the world, I believe we should all see ourselves as custodians of the Gucci brand-a brand that was here before all of us and one that will survive all of us. The long lasting values of the brand ultimately inform and guide every decision we make and they also inspire all of us along the way. -Patrizio di Marco: President and CEO, Gucci Renowned for its Italian craftsmanship, Gucci was founded in 1921 in Florence. Over 90 years Gucci has built a heritage of exclusivity, attention over quality and style, the Made in Italy label, innovation and craftsmanship (PPR, 2010b, pp 46) and is one of the worlds most desired luxury fashion brands (Nielsen Company, 2007). The Brand was highly successful in the 1950s as it became the status brand for Hollywood film stars and European royalty. However, by 1980s Gucci lost its appeal and significant losses were made in the business (Jackson and Haird, 2003). Domenico de Soles financial acumen and Tom Fords creativity transformed Gucci as a successful brand in the 1990s. In 1999 Pinault-Printemps-Redoute purchased the controlling stake and owned Gucci. With the departure of Tom Ford and De Sole, Frida Gianini took the control in 2005. Globalisation helps the evolving luxury market to expand. Factors like growing consumer expectations, clear brand positioning, pursuit for authenticity, exclusivity, differentiation contribute to intensify the competition between luxury brands with high aspirational values (Baker and Sterenberg, 2003). Gucci is among the top 10 luxury brands considering brand value in the latest survey by Interbrand. In the array of luxury market Gucci competes with brands like Louis Vuitton, Chanel, Hermes, Prada, Burberry, Ferragamo, Dior, Dolce Gabbana, Versace, etc. http://www.interbrand.com/images/studies/luxury_table.jpg Interbrand Leading Luxury Brands 2009 Rankings: The top 15 Luxury Brands. (Interbrand, 2009d) 2009 Rank 2008 Rank 2007 Rank Brand Country of Origin Sector 2008 Brand Value ($m) 2009 Brand Value ($m) Change in Brand Value in 2008 Change in Brand Valuein 2009 16 16 17 France Luxury 21,602 21,120 6% -2% 41 45 46 Italy Luxury 8,254 8,182 7% -1% 59 60 58 France Luxury 6,355 6,040 9% -5% 70 76 73 France Luxury 4,575 4,598 8% 1% 87 91 94 Italy Luxury 3,585 3,530 9% -2% 98 New United Kingdom Luxury 3,095 New* 99 New United States Luxury 3,094 New* Interbrand Best Global Brands rankings. (Interbrand, 2009d). In order to sustain in the competitive luxury market and define a clear brand positioning and maintain it, brands adopt innovative marketing strategies. The Marketing mix tools like the traditional 4 Ps: product, price, promotion and place along with recently added people, process and physical evidence propel the decisions in direction of the market success. Brands need to provide right product, at right price, in right place and at right promotion in order to match the consumer needs and demands. Louis Vuitton, Gucci, Hermes, Chanel, Prada are in close competition. In order to create an emotional attachment between brands and consumers, brands try to convey an image and personality that customer aspires to. Louis Vuitton has been a byword for stylish elegance and sophistication (Louis vuitton, 2009). Gucci is perceived as smart, sexy, modern whereas Prada has an image of modern, trendy yet sophisticated. Chanel is very classic and elegant. Also, Chanel and Louis Vuitton were founded in France and Gucci and Prada in Italy. According to the Interbrand survey for Italys most valuable brands Gucci Ranked first (6,388 million euro) followed by Prada (2,775 million euro). Guccis pricing strategy in 1993 positioned itself below Hermes and Chanel and at par with Prada and Louis Vuitton (Kwak, 2001). Gucci and Pradas product lines include leather goods, ready-to-wear, jewellery, footwear, silks, timepieces, eyewear, skincare, home decor and fragrances. Louis Vuitton has the categories which Gucci has, although Louis Vuitton indulges even in writing instruments and textiles besides Chanel extends into sport accessories .Gucci products are sold in 283 directly operated stores at end of 2009 and in selected departmental stores as well as specialist stores (PPR, 2010b). Intending to accelerate the growth of brand, Prada stated to double the number of directly operating stores in 2007. Considering Guccis 2009 revenue breakdown by geographical area, maximum revenue was from Asia- Pacific region while Europe which includes fashion forward London, Paris and Milan contribute almost equal to Japan. Breakdown of 2009 revenue by product category Breakdown of 2009 revenue by geographical area C:UsersAdminDesktopgucci 1PPR Gucci_filesGucciCAcat-EN.jpg C:UsersAdminDesktopgucci 1PPR Gucci_filesGucciCAzone-EN.jpg (PPR- Gucci: Gucci Group ,2010a) Gucci Chanel Prada Louis Vuitton Year of establishment 1921 1909 1913 1854 Country of origin Italy France Italy France Known for Leather goods Fashion and perfumes Leather goods Leather goods and Luggage bags Current Designer Frida Giannini Karl Lagerfeld Miuccia Prada Marc Jacob Product categories Ready-to-wear, canvas and leather goods, bags, footwear, fine jewellery, fragrances, eyewear, watches, travel and business bags, home dà ©cor , etc. Ready-to-wear, fragrances, make-up skincare, eyewear, hats, leather goods, sports accessories, fine jewellery, etc. Ready-to-wear, Nylon bags, leather goods, footwear, Fine jewellery, eyewear, fragrances, travel and luggage bags, Prada phones, etc Ready-to-wear, leather goods, travel bags, footwear, bags, eyewear, watches, writing instruments, home goods, textiles, city guides ,etc. Ad campaign theme Forever now , Spring Summer 2010 Spring Summer 2010= First Spring and lookbook Spring Summer 2010 Store locations Africa, Asia, Australia, Europe, Middle East, North America, South America. Has 283 Directly operated stores. Asia, Europe, Middle East, North America, South America, Oceania. Asia, Middle East, Far east, Europe, North America, South America. Africa, Asia, Australia, Europe, Middle East, North America, South America. Comparison of brands on basic criteria. Louis Vuitton and Chanels brand image differentiates them from Italian brands like Gucci and Prada which target towards a similar target market which is modern and fashion conscious. Gucci and Prada indulge into similar product lines and pricing levels getting them into closer competition. In 1990s during revamping the brand image of Gucci an important decision made was to develop a strategy expressing Gucci has changed. Brand communication plays a vital role in redrawing the image (Jackson and Shaw, 2006). During the recession competitor brands are trying to be more distinctive. Chairman and CEO Gucci, Patrizio di Marco and his team adopted the strategy to strengthen and fine tune its positioning in the luxury goods market by focusing on its heritage and craftsmanship stressing on balanced brand equity in marketing and communication (PPR, 2010b). It also included cost cutting, adjustments to pricing, global store designs concept and structure simplification. As per Interbrands report 2009b, among global luxury brands, Prada spends highest in marketing and advertising and continued to invest more in social and cultural initiatives, brand extensions and communication. Important factors that help in building brand image. (Moore and Britwistle, 2005) http://www.luxuo.com/wp-content/uploads/2010/01/lara-stone-louis-vuitton-ss2010.jpg http://www.themagentalinks.com/wp-content/uploads/2010/02/prada-lookbook4.jpg Image no.1 : Louis vuitton spring summer 2010 Image no.2: Prada Lookbook 2010. (The Fashion time Magazine, 2010) (AMO, 2010) http://frillr.com/files/images/Chanel%20Spring-Summer%202010%20Womens%20Ad%20Campaign.preview.jpghttp://images.gucci.com/images/campaigns/spring-summer-10/full/ss10_campaign_4.jpg Image no.3 : Chanel Spring Summer 2010 Image no.4 : Gucci Spring Summer 2010 ad Ad campaign. campaign. (Bang Jaslyn, 2010) (Gucci, 2010a) Advertising which is guided by current market scenario and competitive environment, helps in communicating and building brand image as it creates powerful image and message to gain customers attention (Jackson and Shaw, 2009, pp.161). Luxury brands communicate their values and aura to the consumers to prove experience through images that operate on aesthetic and expressionist level (Salzer-Mà ¶rling and Strannegard, 2004). Visually stimulating Guccis Spring summer 2010 campaign focuses on sensuality with modernity and Pradas Lookbook 2010 displays uniqueness and creativity. Guccis Ad campaign Forever now launched in 2010 depicts the importance of connecting past and present. The campaign uses images from 1950s focuses on heritage and craftsmanship. Gucci focusing on tradition introduced an Artisan Corner an event where houses skilled artists will travel to Guccis VIP stores where the craftsmanship will be brought to customers sight. Similarly, Pradas film ad campaign 2010 titled First Spring shot by Chinese artist in Shanghai depicts the tension between the straight and gay tensions of silent intimacy (James, 2010). However, the black and white effect of the video takes us into flashback and it depicts that anything is possible in timeless and dreamlike realm. Louis Vuittons ad campaign is inspired from new age traveller, while Chanels countryside rural chic look ad campaign displays beauty and elegance. http://images.gucci.com/images/campaigns/forever-now/full/forever_now_camp_1.jpg Image no. 5 : Guccis Forever now ad campaign 2010(Gucci ,2010b) Prada menswear First Spring by Yang Fudongà ¢Ã¢â€š ¬Ã… ½ Spring/Summer 2010http://blog.la76.com/wp-content/uploads/2010/01/prada-2.jpghttp://blog.la76.com/wp-content/uploads/2010/01/prada-5.jpghttp://blog.la76.com/wp-content/uploads/2010/01/prada-8.jpg Image no. 6: Pradas 2010 ad campaign First Spring. (Fashioning.com, 2010) Prada attempts to spread a social message to reduce tensions between straight and gay people. Also, Prada signed PETAs campaign in 2007 to ban cruelty against animals and eliminate fur usage from fashion. Gucci and UNICEF partnership began in 2005, since then Gucci consistently support education and healthcare programmes for orphans and HIV/AIDS affected children. Gucci embraces philanthropy taking new initiatives and ad campaigns to support the partnership like specially designed accessories collection, White Tattoo Heart collection (2008) featuring Rihanna in its campaign, Book Snowman in Africa, fundraising event with Madonna, Gucci for UNICEF Baboushka bag etc. Professor John Fernie said Alliance between charity n business is the perfect way to build brand awareness and establish brand credibility and ultimately boost profits, (McDougall, 2006). As metioned on philanthrpohy section of Guccis official website, Gucci in collaboration with the Film Foundation has made travelling sc reening movie of the restored movies to save the treasures in cinemas called Cinema Visionaries. Proceeding in 2010, to increase online presence and reach online customers, brands are delving into digital communication. Brand affiliation is aided by the application of appropriate functionality tools (Okonkwo, 2007). Focusing on innovation Gucci launched lifestyle application for iPhone and iPod touch. Guccis application offers access to products, fashion shows, playlists, city guides, news, ability to compose own music etc. Prada launched Prada phones in collaboration with LG in 2007. The LG designed Prada phone incorporates features like video player, high pixel camera and MP3 player. Chanel also has application on iPhone which shows Chanels runway collections. http://images.gucci.com/images/stills/gucci_app_3.jpghttp://www.gsmflorida.com/cart/images/lg-ke850.jpg Image No. 7: Gucci application for iPhone. Image No. 8: LG designed Prada Phone. (Gucci news, 2010) (Mossesgeld, 2007) Luxury atmosphere, aesthetics and appealing luxury stores reflect the brand personality and spread the brand message into the subconscious and psychological levels on a consumer mind (Okonkwo, 2007). Following the strategic concept of global store design by Creative Director Frida Giannini ,Gucci is renovating its stores to embrace the luxurious experience of shopping which complements the brands heritage and exclusivity. In October, 2009 Gucci launched a travelling sneaker store in New York which will later move to London and Tokyo in spring 2010. Similarly proving its exclusiveness, Prada took a radical approach towards the store architecture through Prada Epicenter which communicates a distinct identity into customers mind which is in quest for something new. http://images.gucci.com/images/stills/sloane_st_5.jpg Image no. 9: Gucci Sloane street, London Store renovated under the Global store design concept. (WallPaper, 2010) http://images.businessweek.com/ss/05/11/new_retail/image/prada_tokyo_p27.jpg Image no.10: Prada Epicenter (Herzog de Muron,2003). [Accessed on 14 November 2009] With Economic downturn, it is highly important for brands to provide distinctive experience to consumers. Brands are striving to create a brand image congruent to the customers image (Aaker and Biehl, 1993) and meet customer needs and demands. Gucci has adopted the strategy to be true to its long lasting values and expand its presence, tune its brand image and positioning by emphasising on the rich 90 years history, heritage and core essence of the brand into its marketing and brand communication coinciding with modernity and aspirational values (Gucci, 2010a). Brands like Prada are using tactful strategies focusing on parameters like timeless, authenticity, social values and culture. Louis Vuitton differentiates its customers through its brand image, brand values in terms of turnover and advertising. Chanel though is close to Gucci considering turnover it targets a more elegant, sophisticated target. Hence, Prada is the closest competitor to Gucci by comparing them on brand communic ation like advertising, philanthropy and an attempt to standout in the terms of store designs. REFERANCES : Aaker, D. (1991), Managing Brand Equity, The Free Press, New York, NY. Aaker, D. and Biehl A. (1993), Brand Equity and Advertising, Lawrence Erlbaum, Hillsdale, NJ. Baker, M., Foy,A,( 2003) Business and Management Research. United Kingdom : Westburn Publishers Ltd. Baker, M., Sterenberg, G. ( 2003) Managing global brands to meet consumer expectations. ESOMAR ,Global Cross-Industry Forum, Research International Qualitatif, December 2003. Barnes James G. (2003) Establishing meaningful customer relationships: why some companies and brands mean more to their customers. Managing Service quality, Vol. 13(3) pp. 178-186. Campbell, C. , Falk, P. (1997) : The Shopping Experience . London: Sage Publications, pp : 67-73, 166-72. Chadha, R. , Husband, P. (2006) The cult of the Luxury Brand- Inside Asias Love Affair with Luxury. London Nicolas Brealey International , pp.25-63, 149, 178, 267-77,280. Crask, M.R., Laskey, H.A. ( 1990), A positioning-based decision model for selecting advertising messages,  Journal of Advertising Research  , Vol. 30 No.4, pp.32-8. Davidson, B., Webb, Bill (2006) :Fashion Retailing, Chapter 6.In Jackson, T., Shaw, D. The Fashion Handbook. London: Routledge , pp: 105-126 Diamond, J., Lift, S. (2003) : Retailing in the new millennium. New York: Fairchild Publications. Easey, M. ( 1995) Fashion Marketing, India, Blackwell Publishing , pp.174-177. Gucci (2010a) Gucci news [Internet]. Available from [Accessed on 6th March 2010] Gucci (2010b) Gucci philanthrophy [Internet]. Available from [Accessed on 11th March 2010] Hines, T., Bruce, M. (2008) Fashion Marketing- Contemporary Issues. Hungary, Elsevier, pp. 132-133,198-99, 234-36. Husic, M., Cicic, M. (2009) Luxury consumption factors. Journal of Fashion Marketing and Management, Vol.13 (2) pp231-245. Interbrand ( 2009a) Patrizio di Marco , President and Chief Executie Officer Gucci : More interviews with Global Brand Leaders [Internet]. Available From [Accessed on 8 March 2010]. Interbrand (2009b) Interbrand unveils Italys most valuable global brands [Internet]. Available from [Accessed on 11th March 2010] Interbrand (2009c) Italys 10 most valuable global brands [Internet]. Available from [Accessed on 11th March 2010] Interbrand (2009d) Best Global Brands 2009 rankings, Interbrand-Creating and Managing Brand Value, [Internet].Available from http://www.interbrand.com/best_global_brands.aspx?year=2009langid=1000 [Accessed on 18th February 2010]. Jackson, T. and Haird, C. (2003), Gucci Group: the new family of luxury brands, International Journal of New Product Development and Innovation Management, Vol. 4 No. 2,pp. 161-72. Jackson, T., Shaw, D. (2006) The Fashion Handbook. London: Routledge, pp. 61-3. 72-81, 105-08, 127. Jackson ,T., Shaw ,D. (2009) : Mastering Fashion Marketing. Palgrave Macmillan, pp: 112-117,161. James ( 2010) Pradas First Spring by Yang Fudong [Internet]. Available from [Accesssed on 12th March 2010]. Keynote ( 2009) Clothing Retailing 2009 [Internet]. Available from [Accessed on 12th March 2010] Kapferer, J.-N. (1992), Strategic Brand Management, The Free Press, New York, NY. Kwak, Mary (2001) Gucci Group N.V. (A). Boston, MA, Harvard Business School, 10th May 2001. Louis Vuitton (2009) The World of Louis Vuitton- The art of travel [Internet]. Available from [Accessed on 11th March 2010] McDougall, d. (2006) World: Now charity staff hit at cult of celebrity: Workers for childrens charity Unicef say celebrity campaigns and fashion company deals are hurting its image, reports Dan McDougall in Islamabad. The Oserver ( London, England) , 26th November 2006, pp.38 . Moore, C. and Birtwistle, G. (2004), The Burberry business model: creating an international luxury brand, International Journal of Retail Distribution Management, Vol. 32 No. 8, pp. 412-22, ISSN 0959-0552. Moore, C., Fernie, J. (2004), Retailing within an international context, in Bruce, M., Moore, C., Birtwistle, G. (Eds),International Retail Marketing; A Case Study Approach, Elsevier Butterworth-Heinemann, Oxford, pp.3-37. Moore, C., Britwistle, G. (2005) The nature of parenting advantage in luxury fashion retailing- the case of Gucci group NV. International Journal of Retail Distribution Management, Vol. 33(4) ,pp 256-270. Moore, C.M. and Doherty, A.M. (2007), The international flagship stores of luxury fashion retailers, in Hines, T. and Bruce, M. (Eds), Fashion Marketing: Contemporary Issues, Butterworth Heinemann, London. Nielson Company (2007) Gucci reigns as the most coveted luxury brand in the world, Market Research World [Internet]. Available from [accessed on 16 February 2010] Nunes, P., Johnson, B. (2004) Mass Affluence- 7 New rules of marketing to todays consumer. Boston ( Massachusetts), Harvard Business School Press. Palmer, A. (2009) Introduction to fashion marketing, 2nd Edition- Theory and Practice. Oxford, Oxford University Press, pp. 420-23. Okonkwo, U. (2007) Luxury Fashion Branding. Hampshire: Palgrave Macmillan, pp.15-25, 30-37, 132-67, 173-78, 220-23, 260, 278-83, 310. PPR ( 2010a) Gucci: Gucci Group [Internet]. Available from [Accessed on 10 March 2010] PPR (2010b) PPR 2009 Financial Document [ Internet]. Available from [Accessed on 8th March 2010] Preiholt, H.,Hagg, C. (2006) Growth opportunities in Luxury goods and real estate. Journal of Fashion Marketing and Management, Vol. 10 (1),pp114-119. Salzer- Mà ¶rling, M., Strannegard, L. (2004) Silence of the brands. European Journal of Marketing, Vol. 38 (1/2) pp. 224-238. Schmitt, B. (1999) Experiential Marketing- How to get customers to Sense, Feel, think, act, relate. New York, The Free Press, pp.72-6. Triplett, T. (1994), Brand personality must be managed or it will assume a life of its own, Marketing News, Vol. 28 No. 10, p. 9. Unknown ( 2009) From Prada to Zara: is the global recession out of fashion. Strategic Direction, Vol. 25(3), pp 9-11. IMAGE REFERANCES : Image no.1 : The Fashion Time magazine (2010)Louis vuitton spring summer 2010- Louis Vuitton Spring/Summer 2010 ad campaigb :Lara Stone by Steven [Online Image]. Available from [Accessed on 12th March 2010] Image no.2: AMO (2010) Prada Lookbook 2010- PRADA- The Spring/ Summer 2010 Lookbook [Online Image]. Available from [Accessed on 10th March 2010] Image no.3 : Jaslyn Bang (2010) Chanel Spring Summer 2010-Chanel Spring/Summer 2010 Ad campaign [Online Image].4th Jan 2010.Available from [Accessed on 16th March 2010] Image no.4 : Gucci (2010a) Gucci Spring Summer 2010 ad campaign- Ad campaign Spring Summer 10 [Online Image]. Available from [Accessed on 8th march 2010]. Image no. 5 : Gucci (2010b) Guccis Forever now ad campaign 2010- ad campaign Forever now [Online Image]. Available from [Accessedmon 10th March 2010]. Image no. 6: Fashioning.com (2010) Pradas 2010 ad campaign First Spring- Prada menswear first spring by Yang Fudong Spring/Summer 2010 [Online Image]. Available from [Accessed on 12th March 2010] Image No. 7: Gucci news (2010) Gucci application for iPhone- Guccinews,gucci app [Online Image]. Available from [Accessed on 12th March 2010] Image No. 8: Mossesgeld (2007) LG designed Prada Phone- The LG Prada phone set tp launch on March 22 [Online Image]. Available from [Accessed on 12th March 2010]. Image no. 9: WallPaper (2010) Gucci Sloane street, London Store renovated under the Global store design concept -Retail Directory 2009[Online Image ]. Available from [Accessed on 13th March 2010] Image no.10: Herzog De Muron(2003),Prada Epicentre [online image].Available from [Accessed on 12th March 2010]

Meeting Health and Well-being Needs in Day Care Centre

Meeting Health and Well-being Needs in Day Care Centre Day Care Centre This essay will be the design of a day care centre that will meet the needs of 3-5 year olds; cognitive, physical, emotional and social development. This will show examples of how to meet these needs and research to back up the actions. Cognitive development Between these ages lots of cognitive development is going on as they learn from what’s around them, this is where my day care centre can help. In terms of language acquisition children are using sentences made up of more than 4 words, which are intelligible to everyone, not just familiar listeners. They will also ask how and why questions (Bhalla, 2013), and able to answer these questions knowing what type of answer is required of them, despite maybe giving the wrong answer (Hussey-Gardner, 1992). They will be learning the meanings of words, which will help them describe things and tell stories. One issue that will come across is the over generalization of grammar rules, for example a child may use ‘goed’, ‘wented’ ‘fishes’ (Hussey-Gardner, 1992). This supports the language acquisition device (LAD) theory from Chomsky, a child assumed and applied the grammar rules from their universal grammar because they could not have copied or learned these words from adults (Albery, et al., 2008). However the flaw with this theory is that it doesn’t prove a child has a LAD, although it supports that children don’t learn language through imitation alone, they could learn it through other interactions (DAgostino, 2001). In my day care centre I will help prevent over generalisation of grammar rules by repeating the sentence back with the correct grammar in place, reading books with different tenses, ensuring I use the words which are freque ntly misused in the right context. I will also encourage their speech in general by getting them to describe things, and asking them to explain their activities. Vygotsky claimed that children at this age will talk to themselves in order to help complete tasks, this is a very important stage in cognitive development because speaking out loud whilst problem solving will eventually lead to internal thoughts (Albery, et al., 2008). In the day care centre I will help encourage this by giving children tasks by giving them spoken instructions so they can repeat these instructions to themselves whilst completing the task. Using language to assist in problem solving occurred in what Vygotsky called the egocentric speech stage. This stage has a connection to Piaget’s pre-operational stage, where Piaget also believed that children of this age were egocentric and had egocentric speech (Albery, et al., 2008). However Piaget didn’t come to the conclusion Vygotsky did that egocentric speech turned into internal thoughts, Piaget thought egocentric speech just disappeared (Blunden, 1997). Piaget also believed that within this stage children make mistakes due to centration, which is not being able to think of two things at once. He showed this using a balance scale task where children had to take into account distance and number of weights to see which side will go down (Waring, 2006). A criticism for Piaget’s test is that it was not something children understood and are used to and therefore harder for them to relate to the test (Waring, 2006) . I could help children think less centrally by using Vygotsky scaffolding theory (Chaiklin, 2003). They can solve a puzzle on their own taking only one element into account, then with the help of a more knowing adult they can solve a puzzle taking into account two elements, they then should be able to do this themselves. The scaffolding idea from Vygotsky’s zone of proximal development theory is the idea that more knowing adults can guide children through what they can do by themselves, what they can do with help and eventually doing it themselves. The problem with this theory is that it doesn’t take into consideration children’s personal abilities, if they are not particularly good at a skill, no amount of help will get them to succeed by themselves. It also doesn’t consider children’s motivation or desire to complete the task (Chaiklin, 2003) Physical Children at the age of 3-5 years are developing their fine and gross motor skills. They can get more involved in physical play, like climbing, or using tricycles. They can hold things between their thumb and finger rather than their whole fists and manipulate clay (Australian Government Department of Social Services, 2011). To help develop their fine motor skills I can start by giving the children bigger pencils and scissors and gradually give them smaller ones to use. I would also give them shapes to draw, at first getting them to draw along dotted lines, then copying a shape and them getting them to draw it free hand (Bhalla, 2013). Trawick-Smith (2010) noted in his report that motiavtion is an important factor in childrens physical development espeshially in their gross motor skills. He believes that children relate to make believe and role playing games and that they devlop physically when they can reflect on their actions and see what their actions do and look like. So in my day care centre I will have an area for physical sessions with a mirror coverng one side. In these sessions I will relate movements to characters e.g. marching soldiers or woddling penguins. As well as having an outdoor climbing frame which children can play on with each other. The problem with Trawick-Smith’s (2010) ideas are that it is hard to motivate a large group of children in the same way. The idea of physical activity sessions can also be supported by Bandura’s theory of observational learning which came about from his Bobo Doll experiment. The children now have the ability, biologically, to copy the behaviours and to learn new fine or gross motor skills. I need to offer the opportunity to observe the behaviours, for them to retain the behaviour, imitiate the behaviour, and repeat these behaviours. However I must motiave them to repeat the actions and reward the success of repeated action (Houghton Mifflin Harcourt, n.d.). The problem with this theory is that there is no garentee that a child will repeat the behaviour straight away it may take a while for the child to feel it is beneficial for them to repeat the action (Taylor, 2014). This is a very behaviourist way of looking at pysical development. The nature vs. nurture debate could be relevant here, as you could argue that the a child will devlop the ability to do these activites through muturation. However behaviourist will take the nuture root that the behvaiour is learnt however the ability to learn it is innate (Keegan, 2002). Lifespan devlopmental theory takes on both approuches, at this age they are in the childhood stage (Keegan, 2002). At this stage they are gaining motor skillls however because myelination is still in its early stages (the devlopment of the sheath around the axon stucture in the Central Nervous System) a child cannot transmit information as fast, the more it develops the more complex brain processes can be allowed (Fraser-Trill, 2010). This may result in differnent physical activites each child is able to do (MacFarlane Nierman, 2001). So in my day care center I will have 3 groups for physical activites seperating the different ability levels. Social Children between the ages of 3-5 will be trying to interact with other children by engaging in pretend play (Bhalla, 2013). They may try and play with toys but sharing may be a difficult task for them at this age due to them being egocentric (Kamptner, 2014). Egocentrism is a theory put forward in Piaget’s pre-operational stage, he used the three mountains test to show that children could not picture someone else’s viewpoint (Albery, et al., 2008). However the problem with Piaget’s theory is that the three mountains test is not relatable to children, they do not understand what is being asked of him. When Hughes and Donaldson carried out the ‘Policeman test’ with children it showed that children could see from another point of view because the task was more relatable as a hide-and-seek type game (Albery, et al., 2008). In my day care centre I will have circle time, each child will have a chance to say something about their day, one child will have a teddy bear, this will indicate it’s their turn to talk, and everyone else in the circle must listen. This will help guide children into understanding others points of view. Egocentrism can also cause difficulties in sharing, taking turns, conflict when playing with each other and can be possessive over toys (Kamptner, 2014). I can try to reduce this in my day care centre by encouraging sharing by having a timer, when the timer ends the toy is given to another child. Also during this age group children are progressing from ‘interactive’ play, which involves parallel play, where children can play with the same toys in the same area but not together, to eventually, ‘cooperatively’ play together, which involves playing together with toys which makes it more organised, for example building something together (Kamptner, 2014). In my day care centre I will use Vygotsky’s scaffolding theory to assist the children in progressing through the two stages. At first I may have group of 2 children and one member of staff to complete a task, for example building a tower. Firstly the children will share the blocks to make one each with the watchful eye of the member of staff, which will encourage parallel play. Next I will get the children to build something different each with the same blocks, maybe a tower and a building which put together after will make a castle, this will show that working together can achieve more. The next stage will be getting the children to build a tower together, the member of staff with them will assign each of them a task to complete. After they will be asked to do the same but the children will organise themselves to cooperative play. The member of staff will be there to diffuse any conflicts that may arise, and to ensure they are sharing properly. Another factor I will have to c onsider is ensuring the children are motivated and rewarded for playing nicely with each other. Emotional At this age children are becoming in tune with their emotions, they are starting to identify their own feelings, they can use words to express themselves which causes less frustration, have fears and are developing a sense of humour, bodily functions in particular are funny to them. It’s important for children to be able to identify emotions as they can still be overwhelmed by them if they don’t understand, however children need to understand their own emotions and others too (Bullick, 2010). Piaget believed that children in the pre-operational stage could not feel empathy because they are too egocentric, however this was contradicted by the policeman test (Albery, et al., 2008). Now that it’s been supported that children can have empathy it’s important to develop it, one way of doing this could be through using a ‘persona doll’. Persona dolls are doll that come in a range of shapes, colour, religion and abilities to help children relate to them. An adult will tell a story about the persona doll, the children then interact by suggesting how it makes them feel and how to make them feel better. For example ‘the doll is scared of the dark’, a child will respond ‘she is scared of the dark like me, I have a night light, we should get her one too’ or ‘someone told the doll she couldn’t play because she was a girl’ a child would respond ‘someone said that to me once, I felt sad. Everyone should be all owed to play.’ This doll encourages them to not only identify their own emotions but also empathise with someone else’s and what they can do to make themselves and others feel better (Brown, et al., 2012). Children who will help themselves or others with their emotions are using their initiative, which is one of the elements in Erikson’s initiative vs guilt psychosocial stage. An initiative child will have a good self-esteem and confident in the activities they are doing. For example they may lead other peers to play a game, or get others to join in on activities or make decisions for example collect their coat when its home time without being told. However low self-esteem or guilt can occur when this initiative is not praised, or criticised, this can lead to inhibition (McLeod, 2013). I can help raise initiative by encouraging role play games as groups. I may have a small group of children and one adult, the adult will nominate one child to make up roles and organise the game which they will all join in on, and the adult must try not to take over or discourage any of the ideas. The next day the adult will nominate a different child, this way all the children have a fair part to play and they are all gaining initiative. Erikson’s theory is based on Freudian view of the conflicting id, ego and superego, however Erikson doesn’t state how successfully resolve these conflicts and the boundaries between each are vague. It also doesn’t show how of if one of the conflict stages can effect another (McLeod, 2013). I could also include Bowlby’s attachment theory here. Bowlby believed that children become attached to their primary care giver, and by this age they will be upset if they leave them (Keegan, 2002). To help with this transition I could let the parents be at the day care center together, to let them get used to it, and then they could bring a teddy from home that they could use a comfort if they start to get upset. In conclusion I will have to bear in mind a lot of aspects in order for the children in my day care centre to have the best development. It has been supported that role play, problem solving and an adult helping hand can go a long way in the development stages. References Albery, I. P., Chandler, C., Field, A., Jones, D., Messer, D., Simon, M., Sterling, C. (2008). Complete Psychology (2nd ed.). (G. Davey, Ed.) London: British Libuary Cataloguing in Publication Data. Australian Government Department of Social Services. (2011, March 10). Physical Development 3-4 year olds. Retrieved Febuary 17, 2014, from Rasing Children: http://raisingchildren.net.au/articles/physical_health_from_age_3_to_4_pbs.html Bhalla, S. (2013, April 25). Parenting Tips Sorted by Age Preschoolers. Growth and Development: 3-5 years. Retrieved Febuary 13, 2014, from One Tough Job: https://www.onetoughjob.org/tips/preschoolers/growth-a-development-3-5-years Blunden, A. (1997). Vygotsky and the Dialectical Method. Retrieved Febuary 13, 2014, from Marxists.org: http://www.marxists.org/archive/vygotsky/works/comment/vygotsk1.htm Brown, B., Johnson, M., Louth, J., Shepherd, M., Spencer, M., Wilson, M. (2012). Case Studies. 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Retrieved Febuary 18, 2014, from CliffNotes: http://www.cliffsnotes.com/sciences/psychology/development-psychology/physical-cognitive-development-age-26/physical-development-age-26 Hussey-Gardner, D. B. (1992). Language Development. Retrieved Febuary 13, 2014, from Parenting Me: http://www.parentingme.com/language Kamptner, L. (2014, January 7). Supporting Childrens Devlopment 3-5 year olds Social Development. Retrieved Febuary 18, 2014, from Institute for Child Devlopment and Family Relations: http://icdfr.csusb.edu/documents/phandoutsocialdevelopment-2.pdf Keegan, G. (2002). Developmental Psychology. Kilmarnock: Learning and Teaching Scotland. MacFarlane, M., Nierman, M. (2001). Life Span Development. Retrieved Febuary 26, 2014, from Annenberg Learner: http://www.learner.org/series/discoveringpsychology/development/dev_flash.html McLeod, S. (2013). Erik Erikson. Retrieved Febuary 19, 2014, from Simply Psychology: www.simplypsychology.org/Erik-Erikson Taylor, V. (2014, Febuary 18). The Disadvantages of Observational Learning. Retrieved Febuary 18, 2014, from ehow: http://www.ehow.co.uk/info_8571259_disadvantages-observational-learning.html Trawick-Smith, J. (2010). From Playpen to Playground—The Importance of Physical Play for the. Eastern Connecticut: Head Start Body Start National Center for Physical Development and Outdoor Play. Retrieved Febuary 17, 2014 Waring, P. (2006). Cognition and Development. Retrieved Febuary 13, 2014, from Psychology 4a: http://www.psychology4a.com/cognitive_development.htm