Public Perceptions of Health

Public Perceptions of Health INTRODUCTION Studies shows that self-perception is a paramount indication of health outcomes. The degree to which self-perception to health is related with personality trait is, though, largely untold. We aim to study the connection between self-perception, personality and trait among people on Health. Health defines a person that is free from pain, injury and illness in both mind and body. Based on World Health Organization (1946) Health is a state of complete physical, mental and social well-being and not merely the absence of disease or infirmity. THE PUBLIC CONCEPTS OF WHAT HEALTH IS According to the public, health means the ability of a person or communities to cope and manage their own health when physical, mental and social challenges occur. On the other hand, some of the people believe that being healthy has something to do with physical condition of the body, in fact it has to do with the whole condition of an individual both mind and body. Lots of people makes a great effort to live healthy and feel good for doing so. Thus with this kind of concept, man’s health is like an open system that continuously affected or influenced by external and internal factors. Factors such as coming from the environment, social dynamics and physical and mental state of health play a role in man’s ability to cope. Consequently these pose a challenge on putting an effective health management strategies. These are reasons why a multi-disciplinary approach to health care is paramount to public health. The involvement of multiple teams and other helth allied health professionals into public health management caters to the diverse needs and factors affecting the genral health of the public. In most first world countries, multidisciplinary approach to healthcare has been proven to provide best outcome of care and very cost effective. THE PUBLIC CONCEPTS OF WHAT ILLNESS IS Illness is a disease or a period of sickness affecting the body. But this does not only refer to physical health. Social conditions like poverty, inadequate nutrition, inappropriate housing, rising pollution and unhygienic and unsafe play areas for children fall into the first stage of illness. Each of these illnesses has different views from the public in New Zealand. People with illness tend to be less motivated the moment when they know about their illness while people around them only give minimal support. Some people tend to refuse or hide illness to prevent others to know their illness out of shame or embarrassment which makes matters worst. Therefore these concepts of illness compliment on how public view health, as completely the opposite. And public’s behaviour towards illness greatly affect the healthcare delivery system. Fears, anxiety, social stigma and poor understanding or lack of awareness are factors that are hard to overcome by health professionals in getting services to the public and often the cause of poor compliance to treatment. Thus, management or treatment of illness should not only focus on the physical symptoms and organic causes but also on the emotional and social impact of them to the person. Health professionals practicing under a multidisciplinary team recognize the importance of a support system for someone who is sick especially once they are in the community. For example, smokers in the pacific region give less effort to programs that helps to put an end on their smoking habits by substituting cigarettes with Nicotine replacement therapy. This program was tested when 24.6% of the smokers believe that nicotine replacement therapy can cause more harm than smoking itself and strongly believe that smoking can be stopped even without the program. Basically, Nicotine replacement program became ineffective for the pacific people, as a matter of fact, there was a high proportion of people believes on its ineffectiveness and only a relatively low proportion of pacific people especially in South Auckland that made claims for subsidized nicotine replacement therapies. Even though the campaigns and programs are set, more people are still likely to smoke that contributed to the rising air pollution and risking the health others through second hand smoke. In a research conducted by the Counties Manukau study that MÄ ori parents have low to no aw areness of options for stopping the smoking habit. This indicates that these group of smokers should be better aware in order for them to address their mental illness in smoke addiction. The Ministry of Health and World health Organization as well as the health care professional works hand in hand to help people quit from smoking. To encourage the public quit from smoking Policy on health should strictly manage a tobacco-free environment (i.e. workplaces, school etc†¦) and regulate a policy to stop advertising, promoting tobacco products and also to provide more awareness to the public about the negative effect of smoking. THE IMPORTANCE THE PUBLIC PUT ON HEALTH Life threatening diseases, illness and injury may occur in many instances than any of us would expect, but no one ever know when to happen. In public, insurance has a big impact on their health. According to research, around 32 percent of NZ has health insurance. It may not be big part of the population, but considering that public health here is government funded for primary and acute health needs, this number tells us that health really matters for NZ people. People invest for their health to get a better and quicker health service to avoid queuing up for rationed health services shouldered by the government in public health facilities. As compared to getting public health service where services are prioritized according to needs and acuity or urgency, health insurance caters to the individual need of the public without having to to be on a waiting list. PUBLIC ATTITUDES TOWARDS HEALTH AND MEDICAL PROFESSIONALS According to a recent studies conducted by Reader’s Digest NZ, a popular general interest magazine, out of the Top 10 most trusted profession here in NZ 5 of them are from the health and medical field. Nurses, doctors, rescue volunteers, pharmacists and Paramedics that topped the lists, were on the 2013 list. This means a confirmation of the quality of service and the public being happy of it. However trust creates expectation, a bigger expectation to maintan the quality and standard of health services. This is a challenge not just by the profesionals themselves but more so to the top management and government health or regulatory agancies to ensure public safety is always protected. CONCLUSION Self-perception to health is associated with attitude and personality regardless if there were self-reported medical condition or none. It was highly suggested that personal characteristic has a major contribution to the attitude and personality of the individual between self-perceived health and health outcomes. References: http://www.healthfunds.org.nz/pdf/Fact%20File%20oct2010.pdf http://www.stats.govt.nz/browse_for_stats/people_and_communities/pacific_peoples/pacific-progress www.stuff.co.nz http://www.scoop.co.nz/stories/GE0508/S00119.htm http://www.ncbi.nlm.nih.gov/pubmed/3576258 http://www.shareyouressays.com/113393/short-essay-on-illness http://www.readersdigest.co.nz/most-trusted-professions-2013

Effects of Globalisation on Businesses

Effects of Globalisation on Businesses Arpan Ganguly    Introduction Globalisation is a force that shapes our contemporary world, affecting business, environment, and society. Suppliers, corporations, and consumers are linked by information, material, and capital flows as production processes become increasingly dispersed around the globe (Kopnina & Blewitt, 2015). Globalisation is the ongoing process that is linking people, neighborhoods, cities, regions and countries much more closely together than they have ever before. This has resulted in our lives being intertwined with people in all parts of the world via the food we eat, the clothes we wear, the music we listen to, the information we get and the ideas we hold (UNESCO, 2010). The Risks and Opportunities from Globalisation (2007) mentions that since globalisation has the trend towards increasing the global economic integration, is one of the largest force affecting the world economies at the present. The current period of increase in globalisation will have major ramifications for the world and New Zealand economy (New Zealand Treasury, 2007). Globalisation has been taking place for hundreds of years, but has speeded up enormously over the last half-century, however globalisation is not helping to close the gap between the worlds poorest and the worlds richest (BBC UK, 2014). Effects of Globalisation on Businesses Positive   Ã‚   Competition: Globalisation leads to increased competition in businesses. The competition can be related to product and service cost or price, target markets, technological adaptation etc. When a company produces with less cost it is able to increase its market share (Forsyth, 2011). Due to competition growth companies and foreign brands have been compelled to improve their standards and consumer benefits which have positively affected many people globally. Although there are a few negative impacts of competition but the positive outcomes outweigh the negatives. Rise in Technology: Globalisation has also allowed a significant rise in the level of technology used in todays world. Many entrepreneurial and internationally oriented firms have obtained the help of technology to exploit new business opportunities. A good example of this would be the increasing usage of E-commerce procedures in majority of businesses. Technology is also one of main tools of competition and the quality of goods and services. Globalisation has increased the speed of technological transfers and improved overall technological quality. Most companies in capital intensive markets are at risk and thats why they need good and efficient technology and R&D management (Forsyth, 2011). Employment: Due to globalisation people from various countries are provided with jobs. It has also created the concept of outsourcing. Work such as software support, marketing, accounting, etc. are given to developing countries such as India, Pakistan, Nepal etc. Impacts of Globalisation on Businesses Negative Fluctuation in Prices: Globalisation has led to fluctuation in price across the globe in various areas. Due to increase in competition, business firms in developed countries are forced to lower their prices for their products. A big example of this is countries like China produce goods at a much lower cost than other countries which lead other firms and organizations in other parts of the world lower their prices to maintain customer satisfaction and loyalty. This is a negative effect as it reduces the ability to sustain social welfare (UKESSAYS, 2015). Job Insecurity in Business: In developed countries, the risk of job insecurity is increasing. Globalisation has led to firms outsourcing their jobs to developing countries, which have led to lesser jobs in developed countries. Outsourcing occurs because businesses want to manufacture their products at a cheaper rate, which is possible in developing countries such as India, China where manufacturing costs and wages are lower than highly developed countries. As mentioned earlier, jobs such as software programmer, accountant etc. are outsourced to developing countries which has led to a lot of people in the same profession to lose their jobs (UKESSAYS, 2015). Summary To summarize globalisation can be said to be good, bad and inevitable. People want the good to outweigh the bad but prolonged exposure to globalisation is something that is inevitable (Gemma, 2014). The only solution is to make use to resources of the world in the best manner possible for both the betterment of businesses and society. References BBC. (2014). Globalisation. Retrieved from http://www.bbc.co.uk/schools/gcsebitesize/geography/globalisation/globalisation_rev1.shtml Gemma, W. (2014, May 7). Impact of globalization: the good, the bad, the inevitable. Retrieved from https://blog.udemy.com/impact-of-globalization/ Forsyth, P. (2011, October 6). How globalization affects business. Retrieved from http://bookboon.com/blog/2011/10/how-globalization-affects-business/ Kopnina, H., & Blewitt, J. (2015). Sustainable business: Key issues in environment and sustainability. London: Routledge. McPheat, S. (2011, July 7). The effects of globalisation on business. Retrieved from http://www.mtdtraining.com/blog/the-effects-of-globalisation-on-business.htm UNESCO. (2010). Globalisation. Retrieved from http://www.unesco.org/education/tlsf/mods/theme_c/mod18.html UKESSAYS. (2015). Positive and negative effects of globalization. Retrieved from https://www.ukessays.com/essays/economics/positive-and-negative-effects-of-globalisation-for-business-economics-essay.php

We Must Take Action to Improve the Air Quality in Phoenix Essay

We Must Take Action to Improve the Air Quality in Phoenix "How You Can Clean the Filthy Air You Breathe in Phoenix"         Take a deep breath, Phoenicians.   How did it feel?   Most likely, it felt good. But did you know that you are breathing air that is unnecessarily polluted?  Ã‚   Did you know that by taking a few steps in the right direction, you could breathe worry-free?  Ã‚   While Phoenix and Maricopa County have done much in the past few years in controlling the air pollution, there needs to be more action in order to secure clean air in the long-term.   There are two things we can do: implement programs from another city with a pollution problem like ours, and take matters directly into our own hands by changing our lifestyle to positively affect the air quality.   Los Angeles is one such city that has had some success in controlling its air pollution, with plans that are different from the ones Phoenix is using.  Ã‚   Located in the Sunbelt, LA sees a lot of sunshine like Phoenix.   It, too, has had a large population growth like Phoenix and has had to respond to that accordingly.  Ã‚   Los Angeles has developed a few excellent plans to fight its air pollution, which I believe can also make a difference in Phoenix as well.   I propose that we integrate those plans from Los Angeles to enhance the battle of air pollution in Phoenix. For the second part of my plan, I propose that we all take individual action to make the air quality better for ourselves and everyone else, like driving less and not topping off the gas tank.  Ã‚   By encouraging local lawmakers to use the effective plans of Los Angeles and by actively taking strides in combating the battle of air pollution in our daily lives, the breaths we take can soon be of clean, ... ...anAir2000.   CleanAir2000.   Phoenix, AZ: US. 1998.  Ã‚  Ã‚  Ã‚   www.cleanair2000.org Gulbinas, Vilija. â€Å"On the Road to Recovery: an Angelino’s Guide to  Ã‚  Ã‚   Smog†.   Los Angeles, CA: US.   1998.  Ã‚   www.ben2.ucla.edu/~vgulbina Arizona Clean & Beautiful.   â€Å"Arizona Clean & Beautiful†.   Phoenix, AZ: US.   1998.   aspin.asu.edu/acb/ Natural Resources Defense Council.   â€Å"Danger in the Air†.   Washington, DC: US. 1998.   www.nrdc.org/nrdc/find/aibresum.html Environment News.   â€Å"What’s Missing from the Clean Air Debate?†.   Washington, DC: US. 1998. www.heartland.org/environment/august/missing.htm City of Los Angeles Environmental Affairs Department.   â€Å"L.A. Made a Difference!† Los Angeles, CA: US. 1998.   www.cityofla.org/EAD/article3.htm Arizona Governor Jane Hull.   â€Å"Arizona Department of Environmental Quality.† Phoenix, AZ: US.   1998.   www.governor.state.az.us/dept/deq.html   

My Favourite Artist

One of the things that we enjoy doing in life is listening to music. I couldn’t imagine life without music because we listen to music almost at any moment of the day and we can find music everywhere, even now, u can find music in the beating of your heart. Music gives us pleasure and makes us forget about our daily problems and tries to relax us for a couple of minutes. i would like to introduce to u guys one of my favourite artist and he was JJ Lin. JJ was born in Singapore and he is a Singaporean Chinese pop singer based in Taiwan. He may not be good looking but he is very cute and his voice is beautiful. It would definitely melt everyone’s heart if u listens to his song. Actually, JJ is among the few artists that I adore because I heard their music first and got addicted before seeing their pictures. But seriously, JJ lin is extremely talented and brilliant, He knows just how to express his emotions in his songs, and make the listeners feel that way too. He is good in composing, singing, dancing and beat boxing too. JJ Lin first started out performing as backup vocalist and writing songs for various artistes before the entertainment spotlight shone on him. JJ came to musical prominence in Asia after he scored himself a ‘Best Newcomer’ award in the 15th Taiwan Golden Melody Awards. Since then he has also won multiple awards in the region, gaining recognition and applause for his musical works far and wide. So far, JJ has released 7 albums but I only collected 3 of his albums. I went to his autograph concert twice. Each album has won him various awards in the Asian region. As a serious musician, he composes each and every song in all of his albums and he constantly seeks to do something different with each album in order to surpass his own and others’ expectations of him.

Alternative Fuels for Automobiles

Alternative fuel, also known as non-conventional fuels, is any material or substance that can be used as a fuel, other than fossil fuels. Alternative fuels, as defined by the Energy Policy Act of 1992 (EPAct), include ethanol, natural gas, propane, hydrogen, biodiesel, electricity, methanol, and p-series fuels. Using these alternative fuels in vehicles can generally reduce harmful pollutants and exhaust emissions.Alternative fuels are designed to be cheap, non-polluting, ‘infinite' sources of energy. No such fuels currently exist globally, or they would by now be rapidly replacing current fossil fuels. In the year 2000, there were about eight million vehicles around the world that ran on alternative fuels. A primary concern is that the fact that the use of conventional fuels directly contributes to the global warming crisis.Another concern is the problem of peak oil, which predicts a rising cost of oil derived fuels caused by severe shortages of oil during an era of growing ene rgy consumption. According to the ‘peak oil' phenomenon, the demand for oil will exceed supply and this gap will continue to grow, which could cause a growing energy crisis by the year 2010 or 2020. Most of the interest in alternative fuels has focused on transportation vehicles, since this application represents 70% of petroleum consumption.The President also proposes acceleration of the development of domestic, renewable alternatives to gasoline and diesel fuels through: $150 million for the Biofuels Initiative—a $59 million increase over FY 2006—to help develop bio-based transportation fuels such as â€Å"cellulosic ethanol† from agricultural waste products, such as wood chips, stalks, or switch grass; $31 million to speed the development of advanced battery technology to extend the range of hybrid vehicles and make possible â€Å"plug-in† hybrids and electric cars—a 27 percent increase over FY 2006; and $289 million for the President†™s Hydrogen Fuel Initiative.President Bush outlined the Advanced Energy Initiative (AEI) in pursuit of a national goal of replacing more than 75 percent of U. S. oil imports from the Middle East by 2025. Since 2001, nearly $10 billion has been invested by the Federal government to develop cleaner, cheaper and more reliable alternative energy sources. 1. ETHANOL Ethanol can run at a much higher compression ratio without octane-boosting additives. It burns more completely because ethanol molecules contain oxygen; carbon monoxide emissions can be 80-90% lower than for fossil-fuelled engines.(Hua Lu Karlsson. 2006). However, ethanol is degrading to some plastic or rubber parts of fuel delivery systems designed to use petrol, and has 37% less energy per litre than petrol . There has been a recent revival in interest in the use of ethanol-diesel fuel blends(E-diesel) in heavy-duty vehicles as a means to reduce petroleum dependency, increase renewable fuels use, and reduce vehicle emissi ons. The major concern with the use of E-diesel derives from its flammability characteristics.E-diesel blends containing 10% to 15% ethanol have the vapor pressure and flammability limits of ethanol. This means that ethanol concentrations in enclosed spaces such as fuel storage and vehicle fuel tanks are flammable over the temperature range of 13 to 42 °C, typical ambient temperatures. Thus, there are increased risks of fire and explosion compared to diesel fuel, or even gasoline. Other vehicle performance-related concerns have also been raised.These include decreased maximum power, increased incidence of fuel pump vapor lock, and reduced fuel pump and fuel injector life due to the decreased lubricity of ethanol. Ethanol can be blended directly in petrol, up to a mix of 20%, without engine modifications, though engines would need to be modified for higher blends. Ethanol blended diesel fuels (10 to 15% ethanol) require emulsifiers and solubilisers, depending on the ethanol quality . For use of pure ethanol in diesel engines an additive (ignition improver) is needed for cold start and idling. Fuel pump adaptations may also be necessary.Barriers to the use of ethanol in diesel fuel include limited miscibility at lower temperatures and need for minor variations in fuel delivery systems to account for the different physical properties of ethanol as compared to diesel. ( K. R. Gerdes and G. J. Suppe , 2001). An increase in fuel consumption approximately equivalent to the reduction in energy content of the fuel can be expected when using ethanol-diesel blends. With ethanol percentages of 10%or less, operators have reported no noticeable differences in performance compared to running on diesel fuel. ( Hansen et al.,2001). The use of E diesel is the affect of the ethanol on the lubricating properties of the fuel and the potential for fuel system wear. Additive packages that are used to formulate E diesel fuels can improve fuel lubricity and prevent abnormal fuel syst em wear. E 85 The heavily promoted alcohol fuel called E85 might cut America's oil use and help support U. S. agriculture, but it's not reducing motorists' fuel bills. E85 is a blend of 85% ethanol and 15% unleaded gasoline for use in flexible fuel vehicles (FFVs). E85 is classified as an alternative fuel by the U.S. Department of Energy. A flexible fuel vehicle (FFV) is a vehicle that can operate on any blend of ethanol up to 85%. If E85 is not available, the vehicle can operate on straight unleaded gasoline or any percentage of ethanol up to 85%. It has the highest oxygen content of any fuel available today, allowing it to burn more completely (cleaner) than conventional gasoline. E85 contains 80% less gum-forming compounds, like the olefins found in gasoline. Production and use of E85 results in a nearly 30% reduction in greenhouse gas emissions. 2.METHANOL Methanol, also known as wood alcohol, can be used as an alternative fuel in flexible fuel vehicles that run on M85 (a blend of 85% methanol and 15% gasoline). However, it is not commonly used because automakers are no longer supplying methanol-powered vehicles. Methanol is even more corrosive and its energy per liter is 55% lower than that of petrol. Methanol can be used in internal combustion engines with minor modifications. It usually is made from natural gas, sometimes from coal, and could be made from any carbon source including CO2.The ability to produce methanol from non-petroleum feedstocks such as coal or biomass is of interest for reducing petroleum imports. Methanol can be used to make methyl tertiary-butyl ether (MTBE), an oxygenate which is blended with gasoline to enhance octane and create cleaner burning fuel. MTBE production and use has declined because it has been found to contaminate ground water. Methanol produces a high amount of formaldehyde in emissions. In the future, methanol could possibly be the fuel of choice for providing the hydrogen necessary to power fuel cell vehicles.3. P ROPANE (LPG) Propane or liquefied petroleum gas (LPG) is also fast becoming a popular alternative fuel. It is a by-product of natural gas processing and crude oil refining. Propanol and butanol are considerably less toxic and less volatile than methanol. In particular, butanol has a high flashpoint of 35  °C, which is a benefit for fire safety. The fermentation processes to produce propanol and butanol from cellulose are fairly tricky to execute, and the Weizmann organism (Clostridium acetobutylicum) currently used to perform these conversions.Propane vehicles can produce fewer ozone-forming emissions than vehicles powered by reformulated gasoline. There is 98% reduction in the emissions of toxics, including benzene, 1,3 butadiene, formaldehyde, and acetaldehyde, when the vehicles were running on propane rather than gasoline. The cost of a gasoline-gallon equivalent of propane is generally less than that of gasoline, so driving a propane vehicle can save money. In addition, propan e is the most accessible of all alternative fuels. 4. NATUAL GAS (CNG/LNG)Natural gas in the form of compressed natural gas (CNG) or liquefied natural gas (LNG) is fast becoming one of the most popular alternative fuels. Natural gas contains hydrocarbons such as ethane and propane; and other gases such as nitrogen, helium, carbon dioxide, hydrogen sulfide, and water vapor and is produced either from gas wells or in conjunction with crude oil production. Natural gas pollutes much less than gasoline and very little has to be done to modify an internal combustion engine. It is also clean burning and produces significantly fewer harmful emissions than reformulated gasoline or diesel when used in natural gas vehicles.Smog-producing gases, such as carbon monoxide and nitrogen oxides, are reduced by more than 90% and 60%, respectively and carbon dioxide, a greenhouse gas, is reduced by 30%-40%. Natural gas can either be stored onboard a vehicle as compressed natural gas (CNG) at 3,000 or 3 ,600 psi or as liquefied natural gas (LNG) at typically 20-150 psi. Natural gas can also be blended with hydrogen. 5. HYDROGEN Hydrogen (H2) will play an important role in developing sustainable transportation, because in the future it may be produced in virtually unlimited quantities using renewable resources.Hydrogen has been used effectively in a number of internal combustion engine vehicles as pure hydrogen mixed with natural gas. In addition, hydrogen is used in a growing number of demonstration fuel cell vehicles. Hydrogen and oxygen from air fed into a proton exchange membrane (PEM) fuel cell â€Å"stack† produce enough electricity to power an electric automobile, without producing harmful emissions. Fuel cells generate electricity by electrochemically combining hydrogen and oxygen. On a life-cycle basis, they produce zero or very low emissions, depending on the source of the hydrogen.Fuel cells are highly efficient energy-conversion devices that utilize hydrogen. But there are still many barriers to their use in vehicles, including the lack of a hydrogen distribution infrastructure, high capital costs for fuel cells and hydrogen-production technologies, and challenges related to hydrogen storage. The main difference is that batteries store electrical energy, while fuel cells generate electricity continuously as long as an external fuel source is supplied. That means their performance is not hindered by lengthy, inconvenient recharging times.If pure hydrogen is used as the fuel source, the only products are electricity, heat and water. The solid oxide fuel cell is able to directly utilize commonly available fuels such as natural gas, liquefied petroleum gas, diesel and biogas. When operating on natural gas, carbon dioxide (CO2) emissions are reduced by up to 60 percent compared with conventional electricity generation, with practically no emissions of nitrogen oxides (NOx) and sulphur oxides (SOx). Many scientists believe that pure hydrogen, the most common element on earth, is destined to be the vehicle fuel of the future.Hydrogen can be extracted from thousands of compounds, including natural gas, water, sugar and many petroleum products. The extraction of hydrogen requires energy, making hydrogen an energy carrier rather than an energy source. In transportation, and for many other applications, fuel cell technology is opening new doors of opportunity for hydrogen. Governments and industry around the world, are investing heavily in research and development into hydrogen fuel cells. 6. BIODIESEL Pure biodiesel is considered an alternative fuel under EPAct.Biodiesel (fatty acid alkyl esters) is a cleaner burning diesel replacement fuel that can be manufactured from vegetable oils, animal fats, or recycled restaurant greases. Biodiesel is safe, biodegradable, and using in a conventional diesel engine substantially reduces emissions of unburned hydrocarbons, carbon monoxide, sulfates, polycyclic aromatic hydrocarbons, nitrate d polycyclic aromatic hydrocarbons, and particulate matter. These reductions increase as the amount of biodiesel blended into diesel fuel increases.The use of biodiesel decreases the solid carbon fraction of particulate matter (since the oxygen in biodiesel enables more complete combustion to CO2) and reduces the sulfate fraction (biodiesel contains less than 15 ppm sulfur), while the soluble, or hydrocarbon, fraction stays the same or increases. Therefore, biodiesel works well with emission control technologies such as diesel oxidation catalysts (which reduce the soluble fraction of diesel particulate but not the solid carbon fraction). Blends of 20% biodiesel with 80% petroleum diesel can generally be used in unmodified diesel engines.Biodiesel can also be used in its pure form, but it may require certain engine modifications to avoid maintenance and performance problems and may not be suitable for wintertime use. Just like petroleum diesel, biodiesel operates in compression-ignit ion engines. Higher blends, even pure biodiesel (100% biodiesel ), may be able to be used in some engines (built since 1994) with little or no modification. 7. ELECTRICITY Electricity can be used as a transportation fuel to power battery electric vehicles, fuel cell vehicles and in limited use in hybrid-electric vehicles.Fuel cell vehicles use electricity produced from an electrochemical reaction that takes place when hydrogen and oxygen are combined in the fuel cell â€Å"stack. † The production of electricity using fuel cells takes place without combustion or pollution and leaves only two byproducts, heat and water. Even though the battery electric vehicle itself produces zero pollutants, when emissions from the power generating stations from traditional sources (coal, oil-fired or nuclear) are factored in, battery powered electric cars still produce less than 10 percent of the emissions of standard internal combustion engine cars.Clean electricity production is possible in future years since the wind and solar power generating stations are becoming as a sources. Maintenance for battery electric vehicles is less, which have fewer moving parts to service and replace, although the batteries must be replaced every three to six years. Plug-in hybrid electric vehicles (HEVs) are hybrid cars with an added battery. As the term suggests, plug-in hybrids – which look and perform much like â€Å"regular† cars – can be plugged in to a 120-volt outlet (for instance each night at home, or during the workday at a parking garage) and charged.Plug-ins run on the stored energy for much of a typical day's driving – depending on the size of the battery up to 60 miles per charge, far beyond the commute of an average American – and when the charge is used up, automatically keep running on the fuel in the fuel tank. A person who drives every day a distance shorter than the car's electric range would never have to dip into the fuel tank. M ost of the energy used by plug-ins comes from electricity and not from gasoline.That electricity can be generated efficiently and cleanly from America's abundant domestic energy resources, thus greatly reducing our dependence on imported oil. Unlike in the 1970s, when much of our electricity was generated from oil, today only 2% of our electricity is generated from oil. Hydrogen storage returns around 47% of original energy, while advanced batteries return 75-85%. According to the report, using electricity to charge electric vehicles (EVs) provides twice the miles per kilowatt hour than employing electricity to make hydrogen fuel.Lithium ion batteries developed for portable electronics can store electricity at an energy density about six times greater than conventional lead acid batteries and in the future could go nearly 250 miles between charges. 8. P-SERIES FUEL P-Series fuel is a mixture of natural gas liquids (pentanes plus), ethanol, and methyl tetrahydrofuran(MTHF), a biomass -derived co-solvent. P-Series is predominantly derived from renewable resources and burns much cleaner than gasoline. It can be mixed with gasoline in any proportion and is used in multi-fuel vehicles.Pure Energy Corporation holds the exclusive worldwide license to produce and supply P-Series fuel. Reference 1. Retrieved November 30, 2006, from http://oee. nrcan. gc. ca/transportation/fuels/hydrogen-fuelcells/hydrogen. cfm? attr=16 2. Retrieved November 30, 2006, from http://www. nrel. gov/vehiclesandfuels/hev/plugins. html 3. Retrieved November 30, 2006, from http://www. ethanol. org/e85. html 4. Plug-in Hybrid Vehicles. Retrieved November 30, 2006 from http://www. iags. org/pih. htm 5. K. R. Gerdes and G. J. Suppes. 2001. Miscibility of Ethanol in Diesel Fuels . Ind. Eng. Chem.Res. , 40 (3), 949 -956, 2001 6. A. C. Hansen, P. W. L. Lyne, and Q. Zhang, â€Å"Ethanol-Diesel Blends: A Step Towards Bio-based Fuel for Diesel Engines,† ASAE Paper No. 01-6048, July2001. 7. Hua Lu Karlsson. 2006. Emissions from Conventional Gasoline Vehicles Driven with Ethanol Blend Fuels. http://www. senternovem. nl/mmfiles/ ethanol_blend_emissions_in_conventional_vehicles_tcm24-195177. pdf. 8. U. S. Department of Energy. 2006. http://www. eere. energy. gov/ afdc/afv/prop_vehicles. html. 9. Ethanol Fact Book. 2005. www. cleanfuelsdc. org/pubs/ documents/2003EthanolFactBook. pdf.

My Zombie Apocalypse

My Zombie  Apocalypse- Written from the view of me in a zombie attack Back of book- When you wake up in the morning you expect it to be sunny and happy and normal like always. But it  wasn't  like that for me not today, not this morning. It was dark darker than i had ever seen it. It was like the sun had gone out. Usually if you get up early enough you can see normal people running, trying to get in shape. But what was running past my house was not normal, not even close to normal.You watch movies about zombies thinking how funny and stupid they are and thinking that it would be so cool to have a zombie  apocalypse  happen that there would be no school, nothing to do. But let me tell you from experience, it is not as cool as it sounds. Summary: Chapter 1- I woke up with a start my heart racing. The dream slowly left my mind, too quick for me to see what it was about. After laying there for about a minute I sat up slowly and stretched my arms over my head  until  I heard a giant pop. Satisfied I rubbed the crust from my eyes and yawned a giant O.I threw off the covers and kicked my legs off to the side of the bed. I felt my toes run through the white carpet, smiling at how soft it was. I padded lightly through the hallway opening the door. I glanced at the clock on the wall; the time read 5:30 am. I did a double take 5:30?! It’s a Saturday! I was walking back to my room but stopped to look out the window in my living room. It was still a dark hue of black outside(delete) and a misty fog rolled around outside. It was so thick I  couldn't  see the houses across the street.The light post on the median that was in the middle of the street shined brightly, helping me see better. As I looked  closely  at the fog a shadowy figure ran out of the fog towards my house. My heart was pounding inside my chest. As I slowly backed away from the window, the figure stopped and turned its head and looked directly into my eyes. Its red eyes bore into m y soul and it opened its mouth and screamed. I covered my ears as the painful sound ripped through my eardrums. It sprinted towards my house. Then as it reached the window of my front door, it  pressed  its face against the lass while its breath fogged up the window. It backed away then took a running leap and crashed through the window. At that  exact  moment I closed my eyes my life flashing before my eyes, and then the world went black. Chapter 2- I could smell smoke, but where was it coming from? Had mom burnt the toast again? I smiled and was about to get up and laugh at how my mother  couldn't  cook anything I froze halfway in my smile. It all came back to me the fog the scream and that thing whatever it was. I jumped up as quick as if someone had shocked me.I swayed and fell and I was about to hit the ground when a strong pair of hands caught me. A deep  grumble like  voice  whispered  in my ear, â€Å"Hey I  gotcha. † I recoiled  automaticallyà ‚  from the strange voice and the hands that gripped me. I stumbled away and turned around to look at this stranger. I felt my eyes pop out and my jaw drop like a fish out of water gasping for air. He smirked at me as if he usually got that kind of reaction at first sight. He was hot! He had dark black/blue hair that swayed to one side and curled up in the end.It was wavy and went down to the collar of his shirt. Then I looked at his eyes, oh how beautiful his eyes were, a rich green that was bright as grass in the summertime and  peaceful  as the trees that filtered sunlight through them. Stubble covered his face as if he  hadn't  shaved for a week. His teeth were white of course and perfectly strait, â€Å"of course†. He was tall and lean and muscled like a runner. He wore a black leather jacket and a  David  Bowie t-shirt. He also was wearing dark black jeans and black and white converse. The stranger looked to be about 19.He laughed which shook me out of my tr ance and he asked me, â€Å"So are you done with your evaluation yet? † I blushed and looked away, mumbling something about how I  wasn't  looking at him. He stuck out his hand and said, â€Å"Hey I’m Drew†. I stuck out my hand as well and i replied, â€Å"Hey,(I think itd be better if it just said â€Å"I’m Teddi) I’m Teddi†. He  grinned  at me and said, â€Å"Well  that's  a name you  don't  hear every day! † I shook my head at him, â€Å"I know right, it’s just that my parents are big history freaks! † The comment brought the thought of my parents into my head. â€Å"Wait what happened?How did I get here? † A sad look came into his eyes, â€Å"Teddi I’m sorry but your family  didn't  make it. † Tears sprang to my eyes as I thought about them I sobbed and sank to a heap on the ground. Tears ran down my face, â€Å"I will (I’ll) never get to see them again, I  didn't  even get to say goodbye. † My hands covered my face as I said this then footsteps came up behind me and he squatted down next to me, â€Å"Teddi don't be sad, they are happy now and they aren't in any pain. † I looked at him and said, â€Å"You think so? † He smiled, â€Å"I know so†. â€Å"Oh wait I have a little surprise for you†. He said.Drew brought his fingers to his lips and whistled. A small thing came running like the speed of light towards me. â€Å"Mia! † I yelled. The brown little Chihuahua jumped on me and licked my face. I laugh bubbled on my lips. â€Å"Mia you little weirdo, how did you survive? † Drew laughed along with me, â€Å"I haven't a clue, but here's what happened while you were  unconscious. † I was running in the neighborhood that morning and I was passing your house and I saw the windows broken, I unlocked the door and pulled out my knife (which he added on a side note that he always runs with) and I walked in.Drew stopped at this moment and grimaced. He continued, â€Å"And there was blood everywhere and I saw your family or what  pieces  were left of them scattered on the ground. I sharply inhaled my breath, tears coming to my eyes again, I said, â€Å"I'm okay, just keep on going†. He smiled at me  sympathetically, â€Å"Okay and then I found you on the ground with your dog right next to you, I saw that you were breathing and I took you to my house. I don't know why but for some reason you  weren't  touched at all.As I was walking out the door something followed me. I turned around and I  couldn't  believe  my eyes. † I  hastily  exclaimed, â€Å"What, was it! † Drew replied, â€Å"A zombie†. I laughed and said â€Å"you have got to be kidding me a zombie? † He frowned and said, â€Å"I knew you  wouldn't  believe me so I brought proof. † That brought me up short, â€Å"Proof? † I swallowed  uneasi ly  and followed him. He took me too a room and inside I could smell something rotten and dead. I coughed and gagged, as I walked into the room I  couldn't  believe what I saw.It looked human but its flesh was rotten and its head was decapitated. He said, â€Å"I told you so†. I said uneasily,† What is going on here? † He looked at me, â€Å"Teddi, I think we’re in a zombie  apocalypse†. (ok tht was really good. There are a few changes that ive put in the story I left the original thing there and put the change in parentheses. Also I think the word â€Å"said† is used a little to much you mite want to change sone of them to a synonym of said. Otherwise the book was awesome. ) My family Apocalypse written from the view of a zombie

Psychological Analysis On Human Behavior - 913 Words

Sometimes thinking about psychological analysis of human behavior poses difficulty in that the reasoning involved in scientific research is, at times, very difficult to understand. This is because the probabilistic conclusions of scientific psychological research are generalizations about human behavior and therefore do not apply in all cases. Additionally, when considering probabilistic information, it is important to take into sample size when analyzing the information (Stanovich, 2010, p. 161.). It is important to remember that a larger sample size provides greater accuracy. Furthermore, when thinking about probabilities, some people tend to see correlations where none exists, such as what takes place in gambling (Stanovich, 2010, p. 163-164.). Vivid testimonials can seem more compelling than statistical information, too. Even with the challenges in understanding scientific probabilistic information, the generalized information about human behavior that it provides is nevertheless useful in that it can predict group trends, even when such does not apply to individual cases. A final obstacle that sometimes impedes the correct interpretation of scientific psychological predictions of human behavior is the probability of chance. The role of chance in psychology is often misunderstood. A degree of chance and coincidence play a role in the accuracy of predictions, and for this reason, individual predictions about human behavior are therefore impossible. Therefore it shouldShow MoreRelatedPsychology As A Modern Science975 Words   |  4 Pagespurpose for writing the text is to bring attention to his observation that the public’s understanding of psychology is different from psychology as a modern science. Psychology as a modern science explains the underlying functions that shape human attitudes and behavior. To the people who misunderstand this, the field of psychology is not a real science, but a pseudo-science instead. How to Think Straight About Psychology describes people’s several false impressions of psychology and it gives its readersRe ad MoreEmergence of Psychology Through Aristotles Definition and Theories on the Psychà ª956 Words   |  4 Pagesto define the mind and the soul: psychà ª. He later based his theories involving psychology based on his definition of psychà ª. In order to develop his own definition of the mind and the soul, Aristotle brought forth the idea of empirical studies of behavior as evidence upon his theories. Not only that, he instilled the idea that empirical observation is not to enough alone. It is only with both empiricist and rationalist methods that one can produce optimal data. Then it is through those discoveriesRead MoreBehaviorism s Theory Of Psychology983 Words   |  4 Pages1970). However, behaviorism holds the subject matter of human psychology it focus on the behavior or activities of the human being. Etymology The word behaviorism originates from the Middle French word behavior, meaning the observable activity in human and animal. This term was coined in 1913 by the United States psychologist John B. Watson. Many of the concepts of analysis of behavior can be traced back to Pavlov. Pavlov focused on the behavior of animals. History of Behaviorism The history ofRead MoreThe Philosophy Of Psychology Is Defined As The Scientific Study Of The Human Mind And Behavior1281 Words   |  6 PagesPsychology is defined as the scientific study of the human mind and behavior. It was established as a separate discipline during the late 1800s and can be taken back to the time of the ancient Greeks. From around 500BC to 322 BC, Greek philosophers suggested a theory of â€Å"psyche† that is where the word psychology comes from. This meaning the mind, soul and spirit. The Pythagoras, Hippocrates, Socrates, Plato and Aristotle were some of the most influential philosophers of their time. However, due toRead MoreFour Major Approaches to Clinical Psychology1803 Words   |  7 Pagesinteresting to examine the philosophical origins of each approach. Philosophy has been defined as the relative analysis and interpretation of values and standards, which is also psychological territory (Heath, 2003), though philosophy and psychology parted wa ys in the nineteenth century to make way for more logical and mathematical approaches. The origin and influence of philosophy on psychological methods is still detectable through observing the psychodynamic, cognitive-behavioral, humanistic, and familyRead MoreSigmund Freud s Theory Of Psychoanalysis1339 Words   |  6 PagesSigmund Freud Biographic Description of Sigmund Freud Sigmund Freud was born on May 6, 1856 in Freiberg (currently known as Czech Republic). Freud is best known as the founder of psychoanalysis, which entails a scientific analysis of unpacking unconscious conflicts based on free associations, fantasies, and dreams of the patient. He was among the greatest psychologists of the 20th century, and his legacy lasts up to now. While young (4 years old), his family relocated to Vienna where he lived andRead MoreBehavior Modification Essay example839 Words   |  4 PagesBehavior Modification Behavior Modification, a psychological theory of human behavior. It evolved from the application of experimentally derived principles of learning to the modification of problem behaviors. The theory is based on a psychological model of human behavior that rejects the psychoanalytic or quasi-disease model of mental illness. Approaches to behavior modification assume that abnormal behavior is acquired and maintained in the same manner as normal behavior and can be changedRead MorePsychology1731 Words   |  7 Pagesexperiment. The first laboratory was established in Germany, the center of study. Functionalism- Functional psychology  or  functionalism  refers to a general psychological philosophy that considers mental life and behavior in terms of active adaptation to the person s environment.  As such, it provides the general basis for developing psychological theories not readily testable by controlled experiments and for applied psychology. Functionalism arose in the U.S. in the late 19th century as an alternativeRead MoreConsumer Psychology and Marketing Communications Article Analysis807 Words   |  4 PagesConsumer Psychology and Marketing Communications Article Analysis PSY/322 November 13, 2012 Dr. Sharlyn Moore Consumer Psychology and Marketing Communications Article Analysis Consumer Psychology is the art of determining consumer requirements through study and analysis of consumer spending and purchasing habits relating to products or services advertised for sale. The analysis portion focuses on consumer motivation concerning products and mood relative to purchasing products. The CherryRead MoreHuman Change Implies More Than An Absence Of Problems†¦1011 Words   |  5 PagesHuman change implies more than an absence of problems†¦ life is more than an absence of suffering, said by Alphons Richert, the author of Integrating Existential and Narrative Therapy: A Theoretical Base for Eclectic Practice (p. 367). In a society that interprets psychological problems and distress in terms of a physical illness that is treated with a variety of pharmaceuticals, the combination of postmodern approaches and existential approaches could help define psychological problems for what

Consumer Reponses To Sex In Advertising - Free Essay Example

Sample details Pages: 8 Words: 2396 Downloads: 10 Date added: 2017/06/26 Category Statistics Essay Did you like this example? Abstract: This study analyses the Chinese and British consumerà ¢Ã¢â€š ¬Ã¢â€ž ¢s responses to sexual content in advertisements, the advertised brand and consumerà ¢Ã¢â€š ¬Ã¢â€ž ¢s buying intentions towards the brand. Focus groups will be the principle research method used in this study, totally 32 Chinese and British participants (including 16 male 16 female) will attend the focus groups discussion. The purpose of this study is to examine the differences in the effect of sex appeal on advertising and brand evaluation between Chinese and British consumers. Don’t waste time! Our writers will create an original "Consumer Reponses To Sex In Advertising" essay for you Create order This investigation will also explore whether gender or product involvement will have any significant relationship with consumersà ¢Ã¢â€š ¬Ã¢â€ž ¢ attitudes regarding different sex appeal ads. Rationale for the research Advertising is an important global marketing strategy, it is important for managers to know whether they can use standard advertisements in each of the places where their brands are sold or whether they need to à ¢Ã¢â€š ¬Ã…“localiseà ¢Ã¢â€š ¬? the advertisements my modify them to adapt the local cultural. The appearance and popularity of using sexual appeals in advertising has become a serious issue in the last 50 years. When using sex in international advertising, it is important to figure out whether sex appeal could be adopted cross national. Whether the effect of using sex in commercials is vary by country and cultural background. The main goal of the present study is to examine how the effect of sex contained advertising and consumerà ¢Ã¢â€š ¬Ã¢â€ž ¢s attitude toward these advertising and associated brand vary in different cultures by comparing Chinese and British consumer responses. There are many differences in social systems, cultural backgrounds and marketing and econom ic approaches between these two countriesChina is considered one of the largest developing countries in the world which has made it a target market for manufacturers from around the world in recent decade, whereas the United Kingdom is a highly developed Western country and is one of the main exporters to the Chinese market. The overall research objectives were defined as follows: 1. Fill the existing Gap in Chinese Research into Sex and Advertising Compared to the British regulators of the 1990s and early 2000s (Independent Television Commission, Broadcasting Standards Commission and the Radio Authority) which carried out a number of studies into the consumerà ¢Ã¢â€š ¬Ã¢â€ž ¢s attitude and responses toward sexual content in advertisements, the study in this area in China has been rare. One of the purposes of this research is to gain a comprehensive understanding of Chinese consumerà ¢Ã¢â€š ¬Ã¢â€ž ¢s responses of sex appeal advertising; what are the responses of Chinese audiences when they are exposed to sex appeal advertising? Does sex in commercials sell for Chinese consumers? This study could help the managers who targeting Chinese market understand the attitude and responses of the specific type of sexual content in advertising. This study will also investigate the specific type of sexual appeal which might cause public offence. Recognizing the audiencesà ¢Ã¢â€š ¬Ã¢â€ž ¢ attitude and acceptance of specific sexual content in advertising might increase the effectiveness of using sex appeal in television in Chinese market. 2. To understand the differences and similarities of consumer responses exist in both countries. Through a comparison of British and Chinese consumer responses, the difference and similarities that exist in these two countries will be outlined. This work will contribute to the understanding of how sexual appeal work differently by countries and by genders. Research Questions RQ1. What are the key differences in responses toward sex appeal advertising, brand, and buying intention between Chinese and British Consumers? RQ2. Whether gender is a significant variable in consumer responses to sex contained advertising? RQ3. Whether product type is a significant variable in consumer responses to sex contained advertising? Literature Review The definition of sex in advertising Since the 1800s, markets and advertisers have used sexy words and images to sell certain products. Along with the emergence and popularity of sexual advertisements, numerous studies have been carried out in this field. American social scientist Byrne (1982) deemed that sexual advertisements are a type of advertising with ascribed sexual meaning. Courtney and Whipple (1983:p.103) defined sex in advertising as à ¢Ã¢â€š ¬Ã…“sexuality in the form of nudity, sexual imagery, innuendo, and double entendreà ¢Ã¢â€š ¬Ã‚ ¦ employed as an advertising tool for wide variety for products.à ¢Ã¢â€š ¬? As noted by Gould (1994), sex in advertising is typically visual (physically attractive models, depictions of sexual behavior with partners or alone) but can also include verbal innuendo and explicit copy. In 2001, Reichert et al. cited that in the context of advertising, sex has been general considered as a tool of persuasion to draw attention to certain products or brands. By its very nature, advertising is a form of persuasion communication. (Thorson, 1990), As such, sex could be used to as persuasive message to promote products and brands. In 2003, Reichert pointed out that sex in advertising can be thought of as a sexual appeal that involve many factors and forms such as nudity, physical attractiveness, sexual behavior and double entendre (Reichert, 2003). Whatever presentation of the sex, the important underlying conceptual commonality is that the information evokes sexual thoughts and feelings in the viewer (Reichert, 2003: 234). Does sex sell? The previous study indicated that with sexy illustrations advertising can effectively grab consumersà ¢Ã¢â€š ¬Ã¢â€ž ¢ attention and improve recall of the commercial message. Sexual appeals have been shown to be more attention. Marketing researchers in this area investigated reactions of individuals to certain sexual appeals in advertising and explored reveal how sexual stimuli evoke reactions in individuals, and how these reactions may influence consuming behaviors. The goal of an advertisement is to promote products or services in an effective manner to attract the most people. If an advertisement cannot grab peopleà ¢Ã¢â€š ¬Ã¢â€ž ¢s attention, then it cannot affect their likelihood to buy that product. Thus, advertisers seek to make their commercials noticeable to their audiences. Consequently, marketing studies in this area often investigated whether marketing effectiveness of sexual advertising is improved by comparing audiencesà ¢Ã¢â€š ¬Ã¢â€ž ¢ attentions between sexual and non-sexual advertising. In other words, these studies try to find whether sex appeals could increase the chance for ads for grabbing consumerà ¢Ã¢â€š ¬Ã¢â€ž ¢s attention then arousing their buying intention. The impact of sexual appeals on brand name recall and brand evaluation are also important themes in this field. Berceid and Walster (1994) investigate the power of the physical attractiveness. They found attractive people are usually rated as more desirable, respectable and influential than less attractive people. This psychological evidence on the power of physical attractiveness supports the potential commercial value of using sexy models to promote products in advertising. Alexander and Judd (1978) found that nudity and erotic content in ads can increase consumer attention to an advertisement but not necessarily enhance the brand recall and brand evaluation. In the study carried out by Marilyn et al. (1998), sexual appeals have been found to be more attention-getting, likeable, dynamic and more likely to increase a consumerà ¢Ã¢â€š ¬Ã¢â€ž ¢s interest in the topic than were nonsexual appeals. The previous research shows that with sexy illustrations advertising can effectively grab consumersà ¢Ã¢â€š ¬Ã¢â€ž ¢ attention and improve recall of the commercial message. Sexual appeals have been shown to be more attention. However, sexual appeals that are attention grabbing can also fail to enhance brand recall and brand evaluation of advertising. Many studies found that brand recall from non-sex-containing advertising is higher than that from adverts that do contain sexual content (Steadman 1969; Alexander Judd, 1978; Courtney Whipple, 1983). Individual Difference and Product Type Previous study indicated that individual differences of consumers and product type promoted in ads should be considered when predict the effectiveness of using sexual appeal in commercials. The gender differences and different cultural background of consumers could impact their attitude toward sex contained advertising, moreover, the different product type promoted in sex appeal ads could influence consumerà ¢Ã¢â€š ¬Ã¢â€ž ¢s attitude as well. Male and female represent distinct differences when they were exposed to sexual content. Men showed more tolerance of sexual theme and content, meantime, their attitude toward sex appeal ads itself and associated brand were more positive than their women counterparts (Steadman, 1991). In 2004, Pope et al. considered gender differences as an independent variable of impact on consumersà ¢Ã¢â€š ¬Ã¢â€ž ¢ attitudes toward sex appeal advertisements. The finding indicated that compared to males, female consumer were more tended to responses positivel y to mild sexual appeal in adverts. The cultural background is another important capricious in consumer responses to sex appeal ads. People from different countries have distinct attitudes and opinions of sexual content contained in commercials. The research shows that in continental European countries, such as Denmark, Germany, Italy and France, consumers generally showed tolerance of nudity in advertisements (Frith Mueller, 2003). In fact, according to a focus groups survey launched out by Tissier-Desbordes and Manceau (2002), French women typically regard female nudity and sexuality as aesthetic rather than sexual and erotic appeal. Wheras, Fetto (2001) carried out a public opinion survey in the U.S. focuses on peopleà ¢Ã¢â€š ¬Ã¢â€ž ¢s opinion toward sexual image in print advertising, majority people express that they do not like much sex in print ads and will boycott products which applied sexual appeal to promote. Meanwhile, compared to the U.S. consumer, British consumer sho wed an even stricter attitude toward female nudity in commercials (ITC, 2003). The previous research also indicated that influenced by traditional social and cultural values, people who live in countries in Asia and the Middle East tend to be more conservative than the US and Europe with respect to sexual content in adverts ( Frith Mueller, 2003). In addition, people were more likely to accept products and have positive attitude toward brand when they could see clear congruence between the products and the sexual content. Beauty and personal care products could easily be associated with sexual content and so increase the recall and acceptance among audiences (Gunter; 2002; Cheng, 2002). When consumers could not found clear relationship between the product type and sexual content they were more easily to be offended and harm the brand evaluation. The Sexual Content Might Cause Public Offence in Britain and China In Britain, IBA (Independent Broadcasting Authority) carried out a serious public opinion surveys in 1980s. This work was concerned, especially, with the publicà ¢Ã¢â€š ¬Ã¢â€ž ¢s acceptance not just of sexual treatments in advertising, but with the advertising of products that were associated directly or indirectly with sexual matters (Independent Broadcasting Authority (IBA, 1988). The finding shows people find advertisements that featured sexual matters or promoted products for personal hygiene deeply offensive, only 16% audiences admitted that they had been offended by advertisements. The greatest source of these offensive advertisements is related to nudity or sexual content. The majority of audience (70%) said they would not feel embarrassed by watching sanitary protection products on screen. In a later survey, more than 1,1000 UK television viewers were asked if they had ever been offended by television advertisements in this study. Most people expressed they did not think AID S, contraceptives or condoms advertisements would cause offence. However, majority of British Viewers felt uncomfortable when faced by advertisements for homosexual advice services and Homosexual related products. In 1994, ITC research comprised focus groups and depth interviewer to investigate audiencesà ¢Ã¢â€š ¬Ã¢â€ž ¢ attitude toward different degrees of nudity in advertising. The finding indicated that nudity was regarded as more acceptable when it was relevant to the product and appeared after 9 pm. The data of focus groups revealed that the suggestive and partially nude seems to could be accepted by audience in any time, semi nude and back nude could be accepted after 9pm, full-frontal nude and sexual intercourse imply or explicit scenes were unacceptable by audience (ITC 1998). In 2004, British researcher Andrea and Lloyd carried out a focus groups survey to examine the consumer attitudes towards female nudity in advertising. The data from focus groups that consumers are mor e accepting of female nudity in advertising when they see a clear congruence between the sexual content and the product, message or positioning. There have been many fewer public opinion surveys on sex contained commercials in China. The only substantial studies we have located are that conducted by Cheng in Hong Kong in 2002. This survey used questionnaire which aimed at identifying what kind of advertisements consumers find offensive. The finding indicates that commercials promote contraceptive products were considered as more offensive than ads about female and maleà ¢Ã¢â€š ¬Ã¢â€ž ¢s underwear. This study also pointed out that whether an audience will feel offended by advertising on the appeal than the product itself. Relevance to my study The review of previous research may contain clues about how specific aspects of advertising can exert effects on consumers. It provides useful inputs to methodology. The review of previous studies in this field could help to understand that how consumerà ¢Ã¢â€š ¬Ã¢â€ž ¢s responses to sex appeal should be studied and analyzed. Three important elements, attitudes towards the ad, the brand and buying intention were adopted for testing the effectiveness of sex appeal in this study. The review of relative gender-role stereotyping studies offers the theoretical basis for examining the men and womenà ¢Ã¢â€š ¬Ã¢â€ž ¢s different attitudes when they were exposed to sex contained advertisement. In addition, the previous cross-national comparison work, especially those compare sexy advertising in western and eastern cultural context, offers more detail what we already know about cross-national comparison into consumerà ¢Ã¢â€š ¬Ã¢â€ž ¢s responses to sex appeal advertising. Methodology Given the nature of my project, qualitative research approach would be the best way to fully tackle the research questions. This paper will apply focus groups to examine peopleà ¢Ã¢â€š ¬Ã¢â€ž ¢s attitude and opinion toward sex in advertising. It also tries to explain the differences existed in the Chinese and British consumer towards sexual appeal advertising. Participants For focus groups, Chinese and British participants will attended in group session to discuss their opinion and attitude toward sexual appeal in advertising base on their individual experiences. In total, 32 participants will take part in this study and were divided into 4 groups: Chinese females, Chinese males, British males, and British females. All participants are university students in LSC. Procedure Each of group would be asked to watch several advertisements contained different level of sexual content. Some advertisements only contain mild sexual content such as soft kissing, embracing, and suggestive nude), others contain high level sex appeals such as half nude, making out and sexual intercourse implied). The product types promoted in those sex contained ads are varying from beauty and personal care stuffs to electronic products. After that, participants would answer questions regard to their attitudes toward ads itself, brand and buying intention, and each participants will be required to discuss the question with others. Focus group will run for around 90 minutes. All discussion will be taped for data analyzing.