Panama Canal Expansion

Expansion of the Panama Canal & Heartland Barge The Panama Canal enables the ships sailing from the Pacific Ocean to the Atlantic Ocean (and vice versa) to save time and fuel by avoiding the travel around the tip of South America. The savings in time equal half of the time previously taken by ships to do the same. The size of ships that are used in shipping containers has drastically increased due to the container revolution.To enable the new and bigger ships such as Maersk Triple E Class to pass through and to increase the toll that is collected on every ship, the Panama Canal Authority has decided to undertake the expansion of the Panama canal. This event has impacted world trade and companies all over the world. As of now, the New Panamax ships with drafts of 45 ft delivering containers from Asia to the east coast of the US cannot pass through the Panama canal and therefore dock at the ports of Los Angeles and Seattle on the west coast and transfer their containers to railroad com panies to transport the goods to the east coast.But when the expected expansion commences in 2015, some of these ships would be using the canal to directly reach the east coast of the US To get a piece of this action, several ports on the east coast have undergone upgrade and increased their depth to at least 50 ft to allow the New Panamax ships to reach their container port facilities. Although the U. S. Army Corps of Engineers (USACE) itself has indicated that deepening isn’t expected to increase the volume of container traffic coming through ports, the reality is that not deepening could cost the port a significant amount of volume, relegating it to â€Å"lower tier† port status.New Panamax vessels today make up 16% of the world’s container fleet, but account for 45% of the fleet’s capacity,†Ã‚  By 2030, new Panamax vessels will account for 62% of the capacity of the world's container fleet. The potential transportation cost saving of using new P anamax size vessels to ship agricultural products to Asia, through the Panama Canal may lead to an increase in grain traffic on the Mississippi River for export at Gulf ports. The shipping draft on the lower Mississippi River has enabled operations to 45 feet.However, this requires constant monitoring due to seasonal changes in siltation loads from flooding and deposits. This prompts the need for maintenance dredging to attain operational drafts. But the limitations on the USACE's federal allocated resources is limiting their capacity to properly maintain the 12,000 miles of waterways and 240 locks in the US. Heartland Barge (HB) highly values the ability to match the volume of goods flowing upstream of the Mississippi river system, with the volume of goods flowing downstream, thereby minimizing empty back haul movements.The goods moving downstream are grains mostly Soybean and Corn headed for China and other Asian countries. The goods moving upstream are fertilizers, petroleum prod ucts, aggregates namely stone and sand, and road salt for the Midwest coming from salt mines on an island in Louisiana that is not accessible by truck or rail. With the new Panamax vessels, the opportunities for HB will be varied, such as increased loadings per vessel, the potential for larger vessel sizes to be used, decreased canal transit time, and the potential for lower transport costs overall.HB owns 275 covered and open hopper barges, most of them manufactured post 2004 making its fleet relatively younger than the average barge in the US, and has three lines of business. Investment in newer and bigger barges will give HB a competitive advantage in its Barge line services business. Most barges in the US are above 25 years old and therefore the potential demand for new barge is high. The return on barge investment is 10-12% and has considerable tax benefits, making it an attractive investment option for individuals and companies, where they buy barges as an asset and let HB tak e care of the Barge Management.The Leasing and Sales division would benefit from the sales of new barges and helping investors buy or lease the barges. The Marine Consulting division will see a rise in business as more businesses would want to take advantage of HB's end to end solutions for barge transport. Hiring MBAs as consultants and training them would give HB leverage when the demand for HB's consulting division increases in the near future. Railroads cannot economically compete with barges on many counts.Barge transport costs 40-80 cents a bushel of grain whereas railroads cost an average of $1. 2 a bushel. The rail system does not have unlimited capacity on the network, which results in competitive pressure to operate over finite capacity. Because grain moves are more seasonal, railroads prefer to move consistently transported goods to better allocate resources. The heavier rail cars for transporting big sized containers can often operate over the lighter capacity rails but only at significantly slower speeds.The threat of transit tolls in the Panama canal increasing 47% over the toll structure of the past 5 years can be countered by loading a vessel to a 45 ft draft, compared to the 39. 5 ft draft of the current Panamax vessels. The river navigation system is old and aging, and for improvement projects that have been authorized, funding has not been appropriated. Improvements needed include dredging, highly efficient cranes, improving barge loading berths, automated gates, applied tracking of equipment through optical character recognition and GPS.Waterways Council Inc. is an organization lobbying the government for these reforms through the WRDA – Water Resource Development and RIVER – Reinvest in Vital Economic Rivers and Water bodies Acts. HB should support this organization in its efforts. References: http://waterwayscouncil. org/key-issues/improve-system-reliability-through-infrastructure-maintenance/ http://waterwayscouncil. org/la test-news/improve-reliability-news/harbor-deepening-what-happens-now/ http://www. usace. army. il/Media/NewsReleases/tabid/203/Article/2000/us-army-corps-of-engineers-releases-the-us-port-and-inland-waterways-modernizat. aspx http://southeastfarmpress. com/soybeans/panama-canal-expansion-could-boost-us-soybean-industry http://www. unitedsoybean. org/wp-content/uploads/Panama-Canal-Expansion-Impact-on-US-Agriculture. pdf http://www. npr. org/2013/01/10/168950808/mississippi-blues-when-the-river-doesnt-run http://www. engineeringnews. co. za/article/panama-canal-expansion-reaches-halfway-mark-as-waterway-bids-to-sustain-position-as-key-trade-gateway-2013-03-15

Technology and Ethics

While there is a robust debate in American society over the relation between technology and such ethical issues as democracy, localism and the environment, the introduction of technologies admits of no debate. Jerry Mander writes, â€Å"It is a melancholy fact that in our society the first waves of descriptions about new technologies invariably come from the corporations and scientists who invent and market these technologies and who have much to gain by our accepting a positive view† (Mander, 1996, 345). This is a central point: the basic issue is that the introduction of new technologies is far removed from any real democratic discussion. Such discussion always occurs in a sterile environment, always after the fact.For example, the development and mass production of the automobile was hailed almost universally as a revolutionary development. It was supposed to provide freedom of movement and make our world smaller. Such slogans also met the development of air travel, televis ion and the internet. Such things were accepted in society almost without discussion, save for a few marginalized traditionalists and agrarians who were speaking into the wind. Nevertheless, the automobile has recreated the American landscape, demanded thousands of miles of paved roads, brought civilization to small towns whether they wanted it or not, killed many millions in traffic accidents worldwide, massively increased the dependence on oil and created a massive oligarchy of corporate capital who benefits from all this.It [industrialism] also led, and leads. . . to social and political consequences: the squeezing of farm populations and the uncontrollable growth of cities, the evisceration of self-reliant communities, the enlargement of central governments, the enthronement of science as ruling ideology, a wide and increasing gap between rich and poor, and ruling values of profit, growth, property, and consumption. (Sale, 1996)Now, the general point is had all of this been know n (or theorized) in 1920, and a national discussion had taken place, would we have the mass production of automobiles?Has it, ultimately, been a good thing? Often, the common response is that â€Å"you can’t stop progress.† Such a slogan is saturated with cynicism and amorality, as if technologies were some seismic phenomenon as natural as photosynthesis. Progress is something that is, as Mander says, dictated by a handful of major corporate and government agencies who decide what shape progress will take.In addition, Mander also holds that technologies, such as nuclear power and air travel, are inherently biased politically. He writes, â€Å"To build and operate nuclear power plants requires a large, highly technical and very well-financed infrastructure. . . It can only be done by huge, centralized institutions. Without such institutions, nuclear power could not exist† (Mander, 2006, 347). Mander sees the same problems in the development of the internet.Such s peed in communications and access to information does little but assist the continued centralization of political and economic power. â€Å"In fact, it is my opinion that computer technology may be the single most important instrument ever invented for the acceleration of centralized power. While we sit at our PCs. . . .transnational corporations are using their global networks, fed by far greater resources. . . .they operate on a scale and at a speed that makes our own level of cyber-empowerment seem pathetic by comparison† (Mander, 2006, 355).Even more, such global interconnectedness, long lauded as a path to freedom and unity, brings instead, cultural leveling and a destruction of diversity. The computer revolution is a revolution that permits a handful of major cultural centers such as Hollywood to impose their view of the world into every corner of the world, and the results of this are just beginning to be seen. The issue of Hollywood and New York imposing its view of t he world to the plant is a given: the facts speak for themselves. But one then must grapple with the issue of whether or not this is a good thing? What gives Hollywood the right?The general point is that the mega-technologies have brought the world closer together and sped up the speed at which we receive information. But what are the concrete results? Could any of these results have been foreseen in the late 1970s when this technology was being developed? And if not, what does this say about democratic governance? After all, computers and automobiles have revolutionized our society with far more direct results than who gets elected president. But again, there is no democratic control over these intimate invasions of our lives and the technologies themselves not only assume centralized control, but provide the agencies of centralization with greater and greater resources.Mander’s thesis is that technology is already biased in terms of centralization and statism. In other word s, the technological revolution, which clothed itself in the mantle of freedom and progress, in fact needs a huge centralized apparatus of physical, technical, educational, political and economic forms. The technologies that have revolutionized our society have both created and in fact, assumed the existence of a radically altered landscape that touches every element of human life.The technical apparatus that must be in place to electrify an entire continent must be huge, not to mention the standing armies that must be in place to defend the corridors of energy transmission such as oil pipelines. Technology is political, and most certainly, is not isolated from the remainder of life. Technology has, in the20th century â€Å"second industrial revolution,† touched every aspect of human life without a vote taken.All technologies have consequences, inevitable and built in, and imperatives, just as inevitable, essentially separate from human dictates and desires. Norbert Wiener, t he mathematician who was the founder of modern cybernetics, has written about â€Å"technical determinants† dictated by â€Å"the very nature† of machines, and of the steam engine he noted that it automatically leads to large and ever larger scales because it can power so many separate machines at once, to ever increasing production because it must pay back its high investment and operating costs, and to centralization and specialization because factors of efficiency and economy supersede those of, say, craftsmanship or esthetic expression. (Sale, 1996).Nevertheless, there can be no discussion of these topics without that of ideology. Technology does have its own ideology, and it needs to be â€Å"unpacked.† One might summarize this point of view this way: First, that technology has its own trajectory that is independent of the will of mankind. This can be challenged by the simple fact that all technological innovations of recent memory have been developed in a corporate setting under corporate rules for profit. Men have financed and created these things. But they have not financed or created these things blindly, as part of some â€Å"natural and inevitable process.† They have been created according to a scheme of thought.Second, this scheme of thought is that happiness is a matter of technological progress and the accumulation of capital. In other words, the person that has the better car, high tech stereos and I-Pods, must, in general, be happier than one that does not, or has older, outdated equipment. Yet, there is no evidence for this, one would have a tough time pointing to research that says people are happier or less stressed now than they were 1,000 years ago.Third,   the â€Å"market† is in control over whether or not technology is accepted and hence, democratically justifiable is often heard. In other words, the â€Å"democracy† problem is solved by the market itself. If new technologies are invented and marketed, people can choose to buy or not to buy. But is it that simple? One who buys the latest inventions is progressive, while the other is regressive. To have an 8-track player in one’s car is an occasion for mockery, regardless of the satisfaction one gets from having such â€Å"vintage† equipment. Advertising and marketing campaigns are not projected to one’s reason, but to one’s base passions, to be considered acceptable, lovable and intelligent, rather than boorish and ignorant. The acceptance or rejection of technology also partakes of these components as well.I think that in general, these arguments are universally seen as undergirding and justifying the immense power of technology in modern societies, and in fact, even defining what â€Å"modern† actually is. While technology is taken for granted, the beginnings of a serious discussion can only begin when the basic assumptions of a technological life are unpacked. What are the assumption s and promises, and to what extent has the high-tech society succeeded in meeting these expectations? It might be unreflectively held that people who lived 1,000 years ago were uniformly miserable and ignorant, yet serious research into that field has succeeded in smashing that silly myth, but it still remains the domain of eccentric specialists.Yet such a view undergirds much discussion on the question of technology and its role in society. Technology and its thought-apparatus have succeeded even in rewriting history to suit itself: people were miserable and ignorant up until the 19th century. It is difficult to see how the high-tech society can justify itself in any other way. But the nature of any â€Å"discussion† must have teeth. In other words, it must be attached to the ability of communities and families to break away from the grid and being living different, wholesome lives. Sterile academic â€Å"discussions† do nothing but justify faculty salaries. Such talk must have a revolutionary purpose, to shift the movement of progress as Bookchin sees it: from technological gigantism to miniaturism, starting with the means by which the machines are powered.Given the above arguments, Kirkpatrick Sale has written substantially on the rebellion, both historical and modern, of the land versus the machine, the ultimate bi-modality in this discussion. His argument nicely dovetails with Mander in many respects. The first question is the difference between technology and a system of production. Mander holds that there is no difference, that machinery depends on a huge, centralized system of life and thought, the â€Å"bureaucratic man.† On the other hand, Sale holds that the real revolution was in the development of the steam engine.For him, this was the first time that an invention came into existence completely independent of nature, rather than actually using it. Just as importantly, this invention also made the quantum jump from the world of local machines to an entire system of production and life. Steam created the modern factory and its discipline that derive from it (Sale, 1996). In other words, the development of steam took the organic community and plugged it into a world of production dominated by a handful of elites. But this should be noted: that it has been the issue of how machines are powered that led to the creation of the first â€Å"grid.†Again, the issue comes back to that of energy. With this, the more optimistic view of Bookchin makes more sense, since it is really not machinery per se, but the means by which they are powered that is non-liberatory in its tendency. Bookchin seems to say that the reduction of power to solar and wind sources (among other natural sources) is both inevitable (as oil runs out and coal is too dirty) and morally demanded if decentralization and true local democracy are to become a reality.In his â€Å"Five Facets of a Myth† Sale asks the simple question: has th e 400 years since the Industrial revolution produces more or less happiness for humanity (as a whole)? Has it produced more equality, more justice, less work, less stress, more mental stability, for humanity as a whole? What were the promises of the technological revolution? These arguments, from Bacon to Compte have been nothing less than plenty, peace, less work and stress, a veritable utopia of production where drudgery would disappear. Diseases would be cured, wars ended and mental illness a thing of the past. But has industrialism and technology carried through on these promises? And what has been the cost of the convenience that industry has created?It seems that Mander, Bookchin and Sale would all agree that the promises of industrialism and the technological revolution have not been fulfilled. As one sort of knowledge is brought forward, some others are left behind. All that does not conform to the English model of industrialization (or industrialization in general), is dism issively called â€Å"backward† and â€Å"primitive,† as terms of abuse.II. Society, Churches and the Technological RevolutionAs a matter of course, society seems to be a passive victim of the propaganda of the industrialists. Technology has invaded every corner of human life, altering landscapes of entire continents. All of this has been done long before any kind of debate has been engaged. This is the central problem. On the whole, churches have accepted the technological revolution with little protest. There are small exceptions: the Russian Old Believers, the Amish, some traditional Roman Catholic and Orthodox writers have detailed the problems, both moral and social, of technology and its dominance over life.One promising area of research has been developed by the green anarchists, who have taken at least some of their material from the erstwhile Murray Bookchin, who advocated a humanized technology detached from centralized structures. Solar power is the perennia l example, since it is relatively easy to install and is off a grid, in other words, it need not be connected into any larger structures of power. Bookchin, in his 1970 Post Scarcity Anarchism, contains a powerful essay called â€Å"Toward a Liberatory Technology.†The early date of this publication makes it of great interest in modern writings against the technological revolution. Bookchin is far more optimistic than Mander, and holds that the movement in this revolution is toward the small scale: computers and machinery in general are getting physically smaller and using less and less energy. This movement is a good thing and can assist in the building of a new, decentralized society (Bookchin, 1970, 59).A liberated society, I believe, will not want to negate technology precisely because it has liberated and can strike a balance. It may well want to assimilate the machine to artistic craftsmanship. By this I mean that the machine will remove the toil from the productive proc ess, leaving its artistic completion to man. The machine, in effect, will participate in human creativity. . . In a liberated community the combination of industrial machines and craftsmans tools could reach a degree of sophistication and of creative interdependence unparalleled in any period of human history (Bookchin, 1970, 80).The distinction between Mander and Bookchin in clear: For the former, technology is inherently biased, at least in its present manifestation. Mander, like Bookchin, holds that solar and wind power is the wave of the future, and, in general, can mean that life â€Å"off the grid† is quite possible, enhancing independence and local control over events. The central issue here is democracy and local control: off-grid means local control, and cultural and economic lives are not necessarily dictated by distant banks, the Federal Reserve or the global economy, none of which the average community has any control over. But in Bookchin’s case, the indus trial revolution already contains the seeds of its decentralization and hence, sees in the industrial revolution seeds of a new, liberated society. In general, by the term â€Å"liberated† Bookchin means independent of centralized sources of control.One interesting source of Christian radicalism has been the monastery. Here, especially in its Orthodox foundations, the technological revolution has been held at bay. For example, the Platina, California monastery of St. Herman is completely off grid. They have no running water or electricity, and grow most of their own food (Damascene, 2002). Their grounds are beautiful and spacious, and since they are vegetarians, hunting is prohibited (as is the case for all Orthodox monasteries). Their diet is very simple yet extremely healthy, and the community is growing. They run a major publishing house on generator power run by solar panels. The Platina experience has become central for giving an example of how to live a happy, healthy l ife without dependence on the system of interlocking systems of control which is meant by the term â€Å"grid.†Another example might be the St. Mary’s community in St. Mary’s Kansas. This is a Roman Catholic community that only partially controls the small town of St. Mary’s. They seek to live their lives simply and peacefully in prayer and honest labor. It is not a monastery and families thrive there, but they have already received several visits from the FBI, paranoid that a â€Å"cult† was at work there. If anything, such communities have an uphill climb from the state as well as the media, whose coverage of the community has been uniformly hostile and uncomprehending. (cf. http://www.smac.edu, St. Mary’s Academy page, with some information on the community as a whole).One can surmise with a great deal of justification that the average American family has embraced technology as â€Å"inevitable,† without fully understanding the com plex consequences of such technologies. Slowly but surely however, the rather marginalized monastics, anarchists and greens have made somewhat of an impact. But if Bookchin is correct, the smaller scale of newer technologies will make a freer life possible with rather small changes in social consciousness. What seems to be at the center is the nature of power. If power can be locally created through bio-mass or solar energy, then technology can become liberatory. The grid seems to be based on power, i.e. energy, more than anything else though it cannot be limited to that.Every community would approximate local or regional autarky. It would seek to achieve wholeness, because wholeness produces complete, rounded men who live in a symbiotic relationship with their environment. Even if a substantial portion of the economy fell within the sphere of a national division of labor, the overall economic weight of a society would still rest with the community (Bookchin, 1970, 83).The central g ood here is independence. But it is difficult to square the American interest in â€Å"environmental politics† with anything other than a fashionable political cause. It is hard to see how such a superficial commitment can be brought to bear on the rather humane anarchism and communitarianism of Bookchin. It seems that for the moment, the experiments such as Platina will remain marginalized and unappealing to the masses. The debate might continue, but, for better or worse, that does not stop the â€Å"inevitable wheel of progress† from spinning.A recent study from Cornell University suggests that most of Americans are strongly beginning to question the issue of genetically engineered foods. This technology was gradually introduced into food production largely unbeknownst to the American public. Hence, since about two-thirds of American food is so processed, the â€Å"debate† is largely a moot one. Nevertheless, Cornell claims that there has been a â€Å"slight but significant shift over time towards a little less support [for genetically engineered foods] and more risk perception† (Bio-Medicine, 2005).What are the conclusions we can reach here? The first might be that the more practical questions of the ethic of technology must be brought under a more general heading: this heading has been dealt with above and is the relationship of technology to liberty and democracy. All other goods flow from this. If one can show that technology has led to a stressed, mentally unbalanced and mechanized society, then one must be able to reform the system and bring to bear new insights. If machinery is harmful to democracy and local control, then it needs to be eliminated, or at least, highly modified in the way that Bookchin proposes. Hiding behind arguments about the   â€Å"inevitable† nature of â€Å"technical progress† will not do, but these only beg the question.Second, the question of technology and ethics is central to moder n societies, and needs to be taken out of the classroom and into the Congress and the public square. These issues are not about the â€Å"environment† per se, but the environment is just an appendage of the more important questions concerning the nature of centralized economic control (whether from the state or corporate America, or an alliance of both) and its intimate relation to the history of technological progress. This is the bedrock issue of technology and its relation to ethics, that is, to freedom and autonomy. Freedom and autonomy, therefore, must also be the bedrock of a democratic order.A Model Syllabus: A Brief IntroductionThis seminar is entitled Technology and Democracy, and will meet five times. It will incorporate film, written work and discussion. All points of view are welcome and encouraged. Nevertheless, it should be made clear that the basic issues are defined as the relationship of technology and the sources of its creation and marketing with democracy, equality and safety. The issues below are meant to illustrate these basic themes from varying fields of study. This syllabus is meant to take the basic insights above, that is, the relationship of democracy to technology (as the center of technological ethics) and bring it to bear on more practical pursuits such as medicine or computer science.Day IThe question of technology and childrenReadings to have prepared beforehand:Parens, Eric (2006) Surgically Shaping Children: Technology, Ethics and the Pursuit of Noramality. Johns Hopkins University PressThis work will be the main topic of the first meeting. Discussion and workshops will follow concerning the impact of technology on raising children. Topics will include, sex selection and abortion, genetic engineering and, importantly, the medicating of children, especially boys. Basic issues of sexism (especially anti-male bias) will be discussedDay IIEthics and Health Care TechnologyReadings to have prepared beforehandAnderson, James (2002) Ethics and Information Technology: A Care Based Approach to a Health Care System in Transition. Springer Books.The discussion will center upon the nature of genetic engineering in the realm of medicine and ethics. But what needs to be stressed is the connection between the corporate or state control of medicine and the nature of ethics and centralized power.A video will also be shown:Sulmasy, Daniel (2004) Dignity, Vulnerability and Care of the Patient. St. Vincent’s Medical Center. 55 min (available at http://www.providence.org/oregon/programs_and_services/ethics/e15clips.htm)Day IIIReadings to have prepared beforehandEthics and Weapons TechnologyBrigetedy, Ruben (2007) Ethics, Technology and the American Way of War. Routledge.This component will concern technology and the development of weapons. There is no separate between the industrial revolution and the development of mass warfare and extremely high-casualty wars. Technology must face this element of itself, its promises to bring humanity peace and plenty are belied by the fact that technology has all of the most deadly weapons known to man. Science, in other words, is not intrinsically liberating, it can also enslave.Day IVEthics and Information TechnologyReadings to have prepared beforehandStamatellos, Giannis (2007) Computer Ethics: A Global Perspective. Jones and BartlettThis part of the seminar will deal with the issues involved in computer technology and privacy. This is a central issue in today’s economy and must be dealt with. Issues such as Pay-Pal and Ebay will be discussed, as well as the potential for fraud and abuse.Day VEthics and mental HealthReadings to have prepared beforehandDyer, Allen (1988) Ethics and Psychiatry. American Psychiatric Association PublicationsMental health and pharmaceuticals are important areas of ethics today. Tens of millions throughout the world are currently on legal, pharmaceuticals for mental illness. Hence, the issue goes right to the heart of this course: the intimacy of technology to the average person. In this case, the technology goes straight to the brain and manipulates the chemistry, altering the personality for better or worse. But at the same time, these medications are marketed for profit, hence creating a moral quandary: is the prescription of these medications medically necessary or even proper? Is the profit motive center stage here, or the science of medicine, and even more, to what extent has this science been controlled by the profit motive itself?Students will end the seminar with a brief presentation concerning one of the these five topics relative to the main topic: the relation of technology to democracy and liberty.Bibliography:â€Å"American Opinions are Split on Genetically Engineered Food.† Bio Medicine News. 2005. (Bio-medicine.org)Bookchin, Murray (1970) Post Scarcity Anarchism. AK Press.Damascene, Fr. (2003). Fr. Seraphim Rose: His Life and Works. St. Herman’s Press (Fr. Seraph im founded the settlement at Platina, CA)Mander, Jerry (2006). â€Å"Technologies of Globalization.† in Mander, ed. The Case Against the Global Economy. Sierra Club Books. 344-359Sale, Kirkpatrick (1996) Rebels Against the Future. Basic Books(nd) â€Å"Five Facets of a Myth.† Primitivism Online Journal. (Primitivism.org)

Animal Poaching Essay

What are your opinions on animal poaching? Do you think it is fair and commendable when a poacher brings home a rhino’s horn or an elephant’s tusk? A death of an animal is somehow seen as a commendable act in some disgusting way. Animal poaching is a terrible action in which humans partake. They somehow find enjoyment out of it, which I feel is astonishing. How can humans feel that they have a right to take the life of an animal? If it is against the law for a human’s life then it should be for an animal as well. Maybe not as harsh as murder yet it should still be a crime in which people do not commit. There are game reserves, which have to protect the numbers of certain animals so they can be preserved and not poached. The numbers for the Big Five has to be kept under great secret, as they need to protect these animals the most as they are at higher risk. If a large number of these animals are killed they are at a great chance of their species becoming extinct which is a major downfall as it not only affects other animals but it affects us humans greatly. This is because of the effect it may have on the vicious food chain. Animals from all around the world are such beautiful creatures that add to the amazing beauty of every country. In South Africa we have the black and white rhinos, elephants, giraffes, packs of lions and the list carries on. Without these animals what would our country be like? Just imagine South Africa with no wildlife, any nature and game reserves. It would feel incomplete. So why are people lowering the chances of their future families on being able to witness such tremendous wildlife. If you were lucky enough to experience such a wonderful thing in life, why would you deny it or take it away from anyone else?

Future Issues in Operations Management (Continued) Essay

Future Issues in Operations Management (Continued) - Essay Example Chambers recalled that Cisco has used these evolving technologies to its advantage to gain a larger share of the market and prepare a series of products that captures a greater market share. This type of advancement can be seen in another key industry that is seldom considered for RFID Technological advancements: warehousing. La Scalia et al. (2010) present research that suggests a complex issue with warehousing application that reduces efficiency lies in the Stock Keeping Units. These SKUs have a quantity that is often assumed as opposed to actually quantified which is where RFID Technology can be utilized to advance the information systems and present a more accurate stock keeping database and process for greater warehousing production. Furthermore, RFID technologies are a cornerstone to advancement in operational and supply chain management whereby information accuracy, storage and evaluation is essential to improved efficiency (Ngai, 2009). Without these technologies, Chambers mentions that companies risk falling behind the competition and losing a large share of the market profits. Through RFID Technologies simple processes by these various industries can be greatl y improved and companies will show very large financial and efficiency benefits as long as they are implemented correctly. La Scalia, G., Aiello, G., Enea, M., & Micale, R. (2010). Preliminary analysis of warehouse localization systems based on rfid technology. International Journal of RF Technologies: Research and Applications, 2(1),

Listening and speaking skilss Assignment Example | Topics and Well Written Essays - 250 words

Listening and speaking skilss - Assignment Example This helps deliver messages in a clear manner that can be understood by all. Thirdly, in order to become a better listener, I need to ask questions more frequently so that I understand what the other person is saying. This will ensure that I get the correct message that is being passed across, and also give the speaker the confidence that I have understood the main points. However, I need to ensure that the questions I ask do not interrupt the flow of the speaker, and therefore I have to ask questions when it is absolutely necessary. Finally, being a good listener and speaker requires that attention is paid to the body language. This is one area I have to work on in order to improve my interpersonal skills. In order to become a good communicator, it is necessary that I consider by body posture and how I make eye contact. This gives the audience the confidence that I understand what I am saying and hence they are likely to buy the story or

Case study Rosenfeld and the Chocolate Factory Essay

Case study Rosenfeld and the Chocolate Factory - Essay Example The deal was realized immediately after Lord Mandelson had a meeting with the chief executive of Kraft, Irene Rosenfeld, to discuss job losses in the UK. The job loss discussion resulted due to the protest by Cadbury staffs, outside Parliament. Cadbury employment values favored job security. The company had permanent and pensionable employment terms for their employees. Cadbury had a pension scheme that adequately remunerated employee on reaching retirement period or during voluntary retirement. The company invested a lot of resources towards a long term employment relationship with the employees. The human resource investment areas includes; succession planning, training, staff development, and staff motivation programs. Cadbury had adequate training programs to improve the competency of the employees, so as to effectively achieve both short term and long term goals. Training was provided in various areas of company operations. Marketing training entailed giving the marketing staffs adequate skills to determine the needs of customers. The production team was trained on innovation of more superior and efficient production processes. The management of the company favored employee motivation. This is through adopting process es that ensure competitive staff remuneration, and enhance employee retention. The management of Cadbury valued succession planning, so as to ensure competent replacement of management staffs. This ensured effective future management of the company (Sennette 2006). Kraft on the contrary does not take employment security, and employee motivation, seriously. During the takeover negotiations, Kraft illustrated the desire to declare redundant 200 jobs. In 2010, the company implemented the redundancy plans, immediately after the controversial bailout of Cadbury. The redundancy plans by Kraft shows that the management of the company does not favor employment security of the staffs. The concession

Behavior Modification Assignment Example | Topics and Well Written Essays - 1250 words

Behavior Modification - Assignment Example Action stage is that when an individual embraces new behavior for a period of 3-6 months. This is followed by the maintenance stage during which an individual continuous commitment to sustain the new behavior. The last stage is the relapse when an individual tend to have a resumption of old behaviors. Have continued to recall information have read and heard from different sources about the importance of conserving our environment. Even though it has been had to take an initiative as an individual, I have been able to resolve that I will react emotionally to the warnings of environmental protection. I have considered environmental protection as an important aspect of livelihood of mankind. I consider environmental conversation as a means of changing ways that make the entire kingdom of living things happy. Environmental protection enables the sustainability of the life from one generation to the other. As such I have resolved to save my little resources and place them with the agencies that work towards environmental protection. I have mobilized my classmates and other friends who have agreed to work with me towards the same goal. I have found that creating awareness on environmental protection is a productive way of sp=ending my free time outside school. I develop the sense of self satisfaction when I participate in environmental conservation. Environmental conservation helps in protection of property’s value through enabling the restrictions on land use and development. This helps in putting land into proper use thereby enhancing land productivity. This in turn enhances food security for both man and animals on the both short and long run. Environmental conservation enables the protection of water sheds that help in the provision of water supply for agricultural and domestic use (Bethesda, 2008). The resolve for social health change through environmental conservation has encouraged many people

Perspectives on Policing SC2037C Essay Example | Topics and Well Written Essays - 3000 words

Perspectives on Policing SC2037C - Essay Example The criminologists have become increasingly preoccupied with policing over the past two decades and recently there has been growing attention paid to the regulatory activities undertaken by other bodies of officials and to the private security industry. The policing explores the law enforcement, rules and the complexity of the order maintenance, with an explicit focus on the relation ship between the private sectors and public. The creation of professional police was for the benefits of the middle classes and not for the society as a whole. Community policing is a process in which the crime control is shared by the public. The purpose of community policing is to develop the communication between the interest groups and public. In United States during the 1970s the community policing described the tactics of short term to repair the relations of the police minority, when the investigations and the entrenched petrol failed then a largely cosmetic exercise masking reluctance to make the major changes. The community policing strive and define to enact a posited common good. The policing can produce the unanticipated consequences. (Nigel Fielding, 1995) The important developments in the organization of police were occurred in the areas of mobilization of petrol officers and command organization, the work of petrol officers and the organization, and the use and access of systems of information by all level of personnel. While to consolidate the law enforcement there has been some efforts, generally the organizations of police remain resistant to this goal. Numerous changes have been produced by the bureaucratization of the police and those changes were within departments and have been influenced very strongly by the changing situations or conditions from the department of outside. The problem oriented and community based policing are shaping the way in which some organizations of police conduct their business

Poem Essay Example | Topics and Well Written Essays - 750 words - 3

Poem - Essay Example Dickinson’s use of symbolism and personification in describing her journey, or rather, her encounter with death helps bring out her point of view. Dickinson’s use of symbolism shows during the drive in the chariot which symbolizes her journey from the living to the dead. She passes from childhood (â€Å"We passed the school, where Children strove†) to maturity (â€Å"We passed the Fields of Gazing Grain†) then to her time of dying (â€Å"We passed the Setting Sun†) then eventually to her grave (â€Å"A Swelling of the Ground†). Notably, there is the repetition of the word â€Å"passed† which brings out the theme of symbolism. In stanzas three and four, Dickinson uses the word four times as the carriage symbolically moves down the path of life from the children and the grain, which are both living to the time of transition, or death, the setting sun. From this point onwards, the time stops, and it is the sun that passes them. This shows that they passed out of time of the living into the time of eternity where only time can pass them. The transition starts as when the sun sets, and ever ything becomes dark thus welcoming the damp and cold of the night (â€Å"dew drew quivering and chill.†) The use of personification in the poem occurs in two instances as Dickinson takes us through the drive with death. First, she personifies Death itself into a gentleman caller because she refers to him as a ‘he,’ in stanzas 1 and 2 while the rest of the stanzas she uses ‘we’ to show that two people are together. She also uses capital D when mentioning Death thus stressing the fact that Death is a name of a gentleman, and all names of people begin with a capital letter. Secondly, Dickinson personifies the setting sun when she refers to it as a ‘he’ when she says â€Å"Or rather He passed Us.† In this case, she acknowledges the capability of the sun as a point of transition. In the

Does malcom x deserve the honor of being on a U.S. stamp Essay

Does malcom x deserve the honor of being on a U.S. stamp - Essay Example He later died of an assassination on February 21 1965 (Draper 48). The USPS has strategies that recognize distinguished contributors in the history of the U.S. This is courtesy of the USPS Black Heritage Series that recognizes overlooked historic contributors in America. Among the leaders recognized in the strategy, include Martin Luther King, Jr., Scott Joplin, Sojourner Truth and other leaders in the country’s history. The USPS, through a committee, nominates leaders and historic contributors from a diversity of fields. Such fields include entrepreneurs, scientists, political and social activists. On 20 January 1999, the USPS announced and made celebration for featuring Malcolm X as among the list of notable contributors in the history of the country. That was courtesy of the 33-cent stamp, which bears the photograph of Malcolm X. The USPS featured a photograph of Malcolm X on a 33-cent stamp as a form of honor attributed to his contribution to the history of the country. This was part of the black heritage remembrance series. The decision by USPS triggered the debate on whether he held credit for the recognition (Cooks 161). Malcolm X did not deserve the honor of being on a U.S stamp. The honor by USPS has its basis on appreciation of the nominees in making the history of the country. Malcolm X does not fit the description of one among the great contributors of the history of the country. He was a renowned advocate of Black Nationalism. He was notably in opposition with the nonviolent policies and multiracial approach to having the challenges the blacks faced end, his contribution remains immense. This formed a major reason for their differences with Martin Luther Jr. The two leaders never shared common ways of advocating for the rights of the people. The contribution of Malcolm X in coming up with various acts advocating for the rights of the blacks remains promoted violence. His participation in the 1964 debate over the Civil Rights Act remains a

Network and Operating System Investigation Research Paper

Network and Operating System Investigation - Research Paper Example The Internet banking facilities consist of funds transfer, online shopping, credit card transactions, prepaid vouchers of different mobile phone companies and much more. Moreover, an Internet service provider (ISP) provides internet services to corporate organizations, home users, and small business. If the security of an ISP is compromised, then the hacker may be able to access all the systems that are ultimately the clients of the company. Likewise, ISP also provides site-to-site VPN connectivity from where all the classified data is encrypted from one end to the other. Furthermore, government based organizations also provide information services on the Internet along with defense agencies that are controlled and monitored by the military, once hacked, the impacts can be devastating if the hackers become vulnerable. This can also result in disrupting relations between the two countries. Similarly, a multi-national organization wants to be top of the competition by endearing the com petitive advantage, in order to make its presence stronger, several online features made available, providing more opportunities for hackers and cybercriminals. Why IDS As per network dictionary, IDS is defined as â€Å"Intrusion detection system (IDS) is a type of security management system for computers and networks. An IDS gathers and analyzes information from various areas within a computer or a network to identify possible security breaches, which include both intrusions and misuse†. IDS are of many types and organizations choose the best possible type that suits their prioritized mission-critical systems. The types include network-based IDS, host-based IDS, and software-based IDS. These types are further categorized into signature-based IDS which is also referred to as misuse detection, and Anomaly Detection. The functionality of ‘signature-based IDS’ is dependent on known signatures. The word ‘known’ is important because threats that are detec ting so far are categorized as known threats and are called signatures. Signature-based IDS only detect threats similar to the defined available signatures and do not comply with any new threat. Whereas, Anomaly-based IDS detect unknown activities within the network and detect them as threats and vulnerabilities. Defining Computing Forensics Discussing computer forensics in the context of law enforcement agencies or incorporate security, it will lead to a conclusion of a subject that covers the utilization of computers to catalog physical evidence that is analyzed in other forensics techniques including biometric identification, analyzing DNA and dental evidence. Current technological trends have revolutionized the methods of storing data along with different advanced access mechanisms. These systems facilitate law enforcement agencies by providing instant access to these characteristics. Although, computer forensics also facilitates the investigation of crimes within themselves in order to gather evidence associated with criminal activities that breach the violation of an organizations policy. The data can be extracted from storage devices including hard drives, flash drives, and memory cards etc. (Computer Forensics – a Critical Need in Computer. (n.d.)) Digital Forensics for a Database In order to conduct data forensics, some of the particular methods are mentioned below: Data dictionary extraction is achievable in flat files and ‘redo’ log files.

Child Labour Essay Example for Free

Child Labour Essay What is child labour? According to wikipedia, Child labour refers to the employment of children at regular and sustained labour. In many countries child labour is a well known factor for employment, especially in the under developed places. Approximately 153 million children, aged between 5 and 14 are children that work in labour. Although, child labour is recognized as being children preforming work under the age of 18. There are approximately 218 million child labourers around the world. Making children do the work that adults should be doing is morally incorrect. There are many organizations that help broadcast (describe) the issue of child labour, but overall the issue is not overly recognized. The basic, easy definition of child labour is long hours of work on a full-time, regular basis, being treated abusively by the employer, either no acces or very poor access to any education. The jobs that would be considered child labour would be selling thins on the streets or working in someone elses house as a servant. Its not so much the work itself that’s bad, but how the child is treated, how many hours a day they work and whether the work prevents school attendance. Meaning that the work is not the only bad thing, it can do some good. It is the way that the child is treated that is the worse part, if the child is treated with respect and with part time hours, as well as having access to schooling, would be a great opportunity for the child. Although, that is not the case. The children are treated with poor respect, or none, which is the number one issue, they are not treated as equals. Development cooperation and poverty reduction are central aspects of Canada’s child labour strategy The number of child labourers fell by 16 percent between 2000 and 2004. Around one in three children in Sub-Saharan Africa are workers. While the percentage of child labourers is decreasing across Africa, there are actually more children in the workforce now than 10 years ago. Out of 10 working children, seven work in agriculture, two in services and one in industry. It is estimated to take $760 billion over 20 years to eliminate child labour completely. The estimated benefit in terms of better education and health is over $4 trillion, a six-to-one difference Child labour is defined as: Its not so much the work itself that’s bad, but how the child is treated, how many hours a day they work and whether the work prevents school attendance. In the worst cases, children are trapped in these situations by debts or outright slavery. Then there are extreme kinds of child labour. One type of what are called the â€Å"worst forms† of child labour is â€Å"hazardous work,† work that is very difficult and harmful to the child’s physical development. This includes anything from carrying heavy loads and using dangerous machinery to spraying pesticides and working in unclean environments. The other worst type of child labour is called â€Å"unconditional worst forms. † That means that no matter what the circumstances are, no matter how much is paid or how little the child does, it is illegal—even for adults. Every effort must be made to end this form of labour. This includes slavery, the buying and selling of a human being (called â€Å"human trafficking†), forced or bonded labour, using children in armed conflict, prostitution, pornography and involvement in drugs or any other illegal activity. there are some 250 million children between the ages of 5 and 14 years who are in economic activity in developing countries alone.? Child labour means that they toil in mines and quarries, are exposed to chemicals in agriculture, squat in crippling positions to weave rugs and carpets, and scavenge in rubbish piles. Too many are enslaved in bonded labour, isolated in domestic service, and traumatized and abused in the commercial sex trade. according to the World Bank over 70 per cent of child workers are unpaid family workers, especially in rural areas where working girls outnumber working boys. They are engaged in domestic service, agriculture, and small family enterprises, whether in rural or urban areas. This means that four in five children are not paid, or if they are paid it is much less than most legal minimum wages These children are forced to put at stake their education, their health, their normal development to adulthood, and even risk losing their lives. Child labour and the poverty cycle are intertwined. A family living in poverty cannot send their children to school. Therefore, in order to survive, children are forced to work and therefore receive little or no education. Children who grow up without an education are much more likely to remain in low-paying (and potentially dangerous) work. It also means that girls may marry young and have children young. The cycle begins again as the young family has children to support with very little income. However, child labour should not be automatically associated with children who engage in non-harmful work. Non-harmful work is part-time and does not stop children from having access to an education. It can be beneficial in the sense that is gives them an income and the ability to help to support their families. It is also important in many instances for children to gain useful social and work-related skills. Therefore, it is vitally important to not only eliminate harmful child labour, but to also support children who do have to work so that they are able to continue their studies and gain an education. Strict bans on child labour may cause more harm than good, forcing child to work in more underground and dangerous conditions than they would otherwise. These children are forced to put at stake their education, their health, their normal development to adulthood, and even risk losing their lives. Child labour and the poverty cycle are intertwined. A family living in poverty cannot send their children to school. Therefore, in order to survive, children are forced to work and therefore receive little or no education. Children who grow up without an education are much more likely to remain in low-paying (and potentially dangerous) work. It also means that girls may marry young and have children young. The cycle begins again as the young family has children to support with very little income. However, child labour should not be automatically associated with children who engage in non-harmful work. Non-harmful work is part-time and does not stop children from having access to an education. It can be beneficial in the sense that is gives them an income and the ability to help to support their families. It is also important in many instances for children to gain useful social and work-related skills. Therefore, it is vitally important to not only eliminate harmful child labour, but to also support children who do have to work so that they are able to continue their studies and gain an education. Strict bans on child labour may cause more harm than good, forcing child to work in more underground and dangerous conditions than they would otherwise.

Henry Fords Leadership Style and Culture

Henry Fords Leadership Style and Culture Henry Ford is a well-known figure. An inventor, Successful Entrepreneur and he is a philanthropist and successful American businessmen who was the founder of Ford Motor Company. Henry Ford was born in 30th July 1863 on a farm Greenfield Township Michigan in United State and Ford family were immigrant from Ireland. He lost his mother in 1876 when he was thirteen and he had no interest in taking over his family farm and he moved to city of Detroit. He used to work as an apprentice at the flowers machine shop. In 1896 he was successfully built his first automobile, called quadricyle. Henry Ford started his own Ford Motor Company in 16th June 1903 with $100,000 of capital stock but only $ 28,000 paid in cash. After introducing model T in 01st of October in 1908 his wisdom able to change the millions of lives in that period. Making of Model T is a one of main milestone in the personal transportation. Model T is a car very easy to operate and easy to handle on the rough roads and its automatically became as a huge success in car making industry. In 1918 half of all the American cars were the Ts and because of that Ford had to build-up another large factory in Michigan in 1910. Henry started accurate manufacturing, standardizing and interchanging parts in 1913 and he moved to assembly line system as well. It was a one of greatest revolution of the automobile industry because it reduced the assembly time per vehicle and it done very smoothly and efficiently with law cost. Henry Fords production of T model made the largest automobile manufacturer in the world.   Henry ford is the inventor of the modern day assembly line method of production for his model T cars and hold more than 100 patent for his inventions. He is a leader who had great qualities which proven by his popularity and building affordable cars. Individual consideration / appreciate workers He was a person who appreciated his workers by paying them a huge wages for all of his assembly line workers. Because of that he grab all the talented workers in the region to work in ford. Not only by paying high salaries but also by giving some credits to their work and by making an environment where they happy to work and feel that they are a part of an organization. Believing yourself He believed himself and taught others to believe their self and always push them to go beyond their limits and imagination which could make impossible, a possible. Born to work He realized that work takes an essential part of our lives. As a human being we need to work, in order to reach your goals, to accomplish your dreams, to change impossible to possible. Work represent a huge part of our lives. Cost cutting He implement this method to produce more automobiles which everybody can afford. Reduce the production cost by eliminating expensive options such as luxury look, design, choice of colour and producing automobiles using an assembly line method. Credibility He had all the knowledge about automobiles. His vision is not only invent just a machine but invent it in larger quantities and it should be able to afford for everyone. Intellectual stimulation His way of thinking by introducing the moving assembly line, minimum stock level and minimising wastage. Decision making He was a great decision maker. Made the right thing at the right time. When other manufactures thinking about luxury cars he thought about the affordable cars which is more reliable in economical market. Risk taking Henry Ford is a risk taker because after he became as an unshakable giant in the automotive industry he decided to join to aviation trade and he started manufacturing since 1925 and he built few aircrafts for the US army and passenger transportation but he had to shut it down in 1933 because of poor sales and 1929 economic recession. That is a one of his financial and reputation risk MOTIVATION He is always interested in mechanics. He had a born talent for mechanism and his passion for the machines and most importantly he became as engineer with Edison illuminating company in 1891. Those are the reason to inspire him and dedicate his for the industry. After he established Ford Company he had to compete with the other automotive companies which made him more innovative, self-believing and reputed. Those motivations led him to the success in automobile industry. Individual consideration which means paying high wages, appreciation toward their workers and hardworking (there was a time henry could have retired even though he stayed and work for the company) inspired his team. ANALYSIS HENRY FORD COMPARATIVE WITH OTHER ENTREPRENEURS Henry Ford was a great Entrepreneur and same as Richard Branson funder of Virgin group seen by many of as also a good Entrepreneur and he stared over 200 companies and many of his companies have been succeed but few have still failed but when he comparing with quality of risk taking he is a unbeatable risk taker in every part because he had good gut feeling and he start everything as an apprentice and driven it to the target. Bill gate is another great entrepreneur, contributes to the technical progress in the world like Henry Ford in Automobile industry. He had a great determinations and perseveration to develop the industry and he developed the computer systems and his quality of hard working he driven to his targets. Bill gates and Henry Ford both are having same entrepreneur qualities but within little time period Bill gate able change the IT industry, because he has lots of sources and he is an expert in his field but it is different in Henry Fords time and its cannot be compare to the time who Bill gates living in. William C Durant also a great entrepreneur who started his career as a sales man, later he found the general motor company. He established many automobile companies, most of them are join ventures and blooming, yet few was fallen as a result of Durants poor decision making. If we compare the Durants decision making quality to ford, Durant made the decisions by looking at its present economy and short term success. His poor decision led him to lost the control of GM. General Motors built on their vision and took over to first place in market share by adding variety. But, it was Henry Ford who saw a future much different and much better than his current day. (The title of Fords popular 1926 book, Today and Tomorrow, reflects this). Ford is an innovator, he invented assembly line method to the automobile production though Durant didnt invent any to the industry. Risk taking is another great quality of ford. Not being framed to the automobile production, he took his production to the aviation industry, instead. He built few aircraft to the US Army and passenger transportation. It wasnt successful shut down the company because of poor sales and recession. Durant wasnt a risk taker, he never tried a new industry he just stick to the automobiles. By comparing Henry Fords qualities with William C Durant, Henry ford was great entrepreneur who had all the qualities, such as innovation, rick taking, decision making, to be a great leader to lead his team and organization to the success. HOFSTEDES 5 CULTURAL DIMENSIONS Five dimensions of culture Armed with a large database of cultural statistics, Hofstede analysed the results and found clear patterns of similarity and difference amid the responses along these five dimensions. Interestingly, his research was done on employees of IBM only, which allowed him to attribute the patterns to national differences in culture, largely eliminating the problem of differences in company culture. Power/Distance (PD) This refers to the degree of inequality that exists and is accepted among people with and without power. A high PD score indicates that society accepts an unequal distribution of power and people understand their place in the system. Low PD means that power is shared and well dispersed. It also means that society members view themselves as equals. According to the above explanation henry Fords strategy is categories under the low power/distance (PD). The characteristics of an organization to identify whether a high PD or low PD is are, It should be a flat (horizontal) organization which means, an organization with less or no levels of intervening management between its staff and management. Equalise, the way they treat to the managers or the supervisors are same as the way treat to the employees Ford motor company is an organization with a less management between its staff which relief employees from extra pressure and they are able to see the result of what they have really done, what is the outcome of his action. There are more possibilities to try their new ideas and management can identify the creativity and it can be used for companys success. Employees are loyal to the company. Henry treated everyone in a same manner by appreciating their work not considering who he is, what position he/she hold. Individualism (IDV) This refers to the strength of the ties people have to others within the community. A high IDV score indicates a loose connection with people. In countries with a high IDV score there is a lack of interpersonal connection and little sharing of responsibility, beyond family and perhaps a few close friends. A society with a low IDV score would have strong group cohesion, and there would be a large amount of loyalty and respect for members of the group. The group itself is also larger and people take more responsibility for each others wellbeing. Masculinity (MAS) This refers to how much a society sticks with, and values, traditional male and female roles. High MAS scores are found in countries where men are expected to be tough, to be the provider, to be assertive and to be strong. If women work outside the home, they have separate professions from men. Low MAS scores do not reverse the gender roles. In a low MAS society, the roles are simply blurred. You see women and men working together equally across many professions. Men are allowed to be sensitive and women can work hard for professional success. Henry appointed anyone who has a talent in automobile without any consideration, whether male or female and appreciated in same manner. So the ford company is categories under low MAS. No matter male or female, if company recognized your talent and admire and respect it that persons motivation level is high. That would help an organization to motivate their employees. Uncertainty/Avoidance Index (UAI) This relates to the degree of anxiety society members feel when in uncertain or unknown situations. High UAI-scoring nations try to avoid ambiguous situations whenever possible. They are governed by rules and order and they seek a collective truth. Low UAI scores indicate the society enjoys novel events and values differences. There are very few rules and people are encouraged to discover their own truth. Entering and starting a business in automobile industry is not a tranquil thing. Person must have a knowledge of the industry, product and the economy and talent of course. Henry was risk taker (one of his great leadership quality) which we has seen it from him, when was moved to aviation. His vision aimed the future and strategies were long term. Henry didnt take the decisions by looking at the present economy statues. So its a low UAI. Long Term Orientation (LTO) This refers to how much society values long-standing as opposed to short term traditions and values. This is the fifth dimension that Hofstede added in the 1990s after finding that Asian countries with a strong link to Confucian philosophy acted differently from western cultures. In countries with a high LTO score, delivering on social obligations and avoiding loss of face are considered very important. Henry ford, he is the creator of ford motors he has the power to shut it down and treat the others in the company as he want. There was always a chance for creativity and innovation in the ford company. He didnt falter to do any changes according to the market and the economy. Because of those reasons according to the Hofstedes Cultural Dimensions its a low LTO CONCLUSION In 1999 November Business magazine of Fortune selected Henry Ford as Businessmen (business entrepreneur) of 20th century out of 4 nominative entrepreneurs. Alfred Sloan (General Motors) Thomas Watson (IBM), 20th century business leader Bill Gates and Sheryl James (James) and he got this award honour for transformation of the millions of life styles and for the revolution of automobile world creating a car which was the affordable for working middle class. As the heirs to Henry Fords extraordinary vision of progress because of that others job is to learn from the past and work toward the future. If that happens, perhaps people will be writing about their own generations manufacturing visionaries 100 years from now. He is great entrepreneur, charismatic personality, great leader, hard worker, risk taker and he had an unbeatable great qualities as an entrepreneur and it cannot be compare to another entrepreneur in world. Henry Ford had great ambition and he had a great confidence about himself and he truly believed his dreams come to true and he succeed. There was no way to escape the fact that Henry Ford was the great business impresario of his era or any era for that matter. -Douglas Brinkley, authors, Wheels for the world

Skin care products with whitening and lightening function

Skin care products with whitening and lightening function Skin care products with whitening and lightening function have been introduced to the Asian market over the past decades years and it recorded as the best-selling product categories in the Asian beauty industry (Ashikari, 2005). According to the study title The Quest for Beauty: Asias Fascination with Pale face (2009) stated the total whitening marketing is forecasted the market will be continuing to $18 billion and the rate of growth is around 12 per cent annually (Deirde, Helen, Mark, 2010, p. 26). In South East Asia, there are more than 62 skin lightening products were introduced in year 2008 (Deirde, et al., 2010, p27). Besides, the involvement of women in the workforce increases in their income and wealth. Most of the women tend to buy the whitening product to lighten their skin (Deirde, et al., 2010). To fulfill the consumer needs, the whitening product was still developing to match the market demand (August, 2008). The result of the Asian women using skin lightening products i s shown in the Table 2.1 Table 2.1: Result of Asian women using skin lightening products Asian country Estimated % of Women Using Skin Lightening Products Thailand 58 Philippine 50 Hong Kong 45 Malaysia 41 Indonesia 60-65 (Source from The Quest For Beauty: Asias Fascination With Pale Skin, p27, 2010) There are a lot of myths about fair skin tone. In the current social context, fair skin tone not only symbolizes womens beauty, but also will project womens marital prospects, job prospects, social status, and earning potential (Ashikari 2003b; Goon and Craven 2003; Leslie 2004). One of the surveys was conducted in The Quest for Beauty: Asias Fascination with Pale face shown Malaysian men thought their partners would be more attractive with a fair skin tone (Deirde, et al., 2010). In the same study, it also stated that different culture may result in different interpretation on the meaning of whiteness. To provide a clearer picture, in Japan, fair skin is equal to wealth and high education level (Deirde, et al., 2010). As in Thailand, the fair skin is always associated with the higher social status and wealth (Deirde, et al., 2010). As contrast to the white, black, in Indian culture symbolize as underprivileged people and often related to dark, dirty, wrong, hell, and etc (Arif, 2004 ). On the contrary, Indian culture prefers lighter skin tone as it associated with the bright side of the culture(Arif, 2004).White, in Indian culture, is regard as a sign of beauty, purity, cleanliness, happiness, and symbol of power (Arif, 2004). Moreover, fair skin is also presented as good marriage in India. Overall, whiteness is an important predictor for presenting the positive image in the Indian society (Arif, 2004). Desires for whiteness, under this chain of associations, is pursued Despite of the diverse cultural different in Asia region, they are holding the common belief to have light skin. However, some of the academics, activists and sociologists reflect the marketing of skin-lighteners as racism. (Sage, 2009; August, 2008; BBC News, 2003) In this research study, not only focus on the advertisement of women magazine in Malaysia, but also focus on whitening body care product. 2.2 Background There are several items will discuss in the session of background which included beauty products for women, the fairness is more craze, discrimination of people, advertising in general for these products, printed advertisement and magazine advertisements. 2.2.1 Beauty products for women Peoples needs and desires to be beautiful are supposed to be identical all over the world. With the aid of beauty product, people can gain confidence and stand in front of crowd without fear. In this modern society, the first impressions brought to people are crucial. People are increasingly emphasis on the appearance rather than other more durable criteria (Barthel 1988: 3) and emphasize on the decoration of the female body, with the aids of the fashion and cosmetic products (Barthel 1988: 8) Based on this reason, the latter product categories, the hair care, fragrance, and personal products are frequently used to enhance the attractiveness and the degree of sexuality on the person. Moreover, beauty also refers to traditional make-up, which included lipstick, mascara and foundation, as well as contemporary make-up, such as tinted/flavored lip balm/gloss (Pawlowski, 2007, p. 62). 2.2.2 Fairness is more craze According to Bray (2002), there are almost half of 35 to 54 years of Asians used skin care product with whitening function, some analysts have said it could be worth billions of dollars. In Asian countries, that has been a trend of growth of whitening and lightening product since that have long histories of utilizing fair skin as a key criterion of personal beauty (Bray, 2002). There is a Chinese idiom One whiteness can cover three kinds of ugliness (Leong, 2006; Eric, Hyun, Kimura, Russell, Bahl, 2008). In people perception, fair skin is always a symbol of elegance and nobility (Leong, 2006). White jade is often used as a metaphor to describe such fairness (Leong, 2006, p.167). The preferences for white of fair skin are common in the modern Asian market (Leong, 2006). In India, for example, a significant part of many Sunday newspapers is dedicated to personal advertisements by men seeking fair-skinned brides (Leong, 2006, p. 168). 2.2.3 Discrimination of people Although skin whitening product can lighten people skin tone, it may indirectly discriminate the races that have darker skin tone. For instance, that is an argument in India due to the Fair and Lovely advertisement. The advertisement showed a young, dark-skinned girls father lamenting he had no son to provide for him, as his daughters salary was not high enough the suggestion being that she could neither get a better job or get married because of her dark skin. (BBC News, 2003). This advertisement has an overwhelming responces. According to Luce and Merchant (2003), 90% of Indian women want to use whitening product and that is a phenomenal trend growth in the number of skin-lightening products. In their perception, fair skin represent good education and more likely to marry well. However, some of the sociologists and academics pointed out that is not only a wrong moral value, but also pollute the young generations mind (BBC News, 2003). According to Lipsitz (1998, p. 3), the power of whiteness depended not only on white hegemony over separate racialized groups, but also on manipulating racial outsiders to fight against one another, to compete with each other for white approval, and to seek the rewards and privileges of whiteness for themselves at the expense-literally-of other racialized populations. 2.2.4 Advertising in general for these products Television, radio station, internet, and even outdoors advertising are categorized as broadcast media. The different promotional tools will deliver different benefits to the advertisers. Due to this reasons, majority of global advertising adopting more than one type of advertising tool to promote their product. 2.2.5 Print advertisement Print advertising defined as the dissemination of advertising messages using visual, printed item, such as newspapers, catalogs, mailers, flyers and magazine advertisement (Jade, nd). Under the strong competition with other broadcast media, such as television and radio, print advertisement still place an important role to the advertiser. Compare with other broadcast media, print advertisement allow to present more detailed information. By the way, print advertisement such as newspaper and magazine refer as a high involvement of media, it means printed advertisement is more selectivity and it can help the company reach the specific target readers and customers. 2.2.6 Magazine advertisement Through magazine advertisement, the company can reach the certain target market in and educated the reader about the product knowledge in the short period. Besides, the cost of the advertising on magazine is much cheaper compare with other communication tool, such as television and radio. From the 1880s onwards, advertising has played a vital role in shaping the form and content of womens magazines. And, it has a clear and strong relationship between advertising and womens magazines. Besides, magazines were designed as forums for national advertisements aimed for women. According to Veronica (2010), there is no indication for change in the near future as the pattern has existed for more than 100 years. Magazines advertisement is essential tool for marketer because it provides a forum for gender targeted advertising. Marketer can effectively deliver their message to the target audiences. According to McCracken (1993), womens magazines refer as a powerful advertising medium since advertising occupies up to 95 per cent of the space in some womens magazines, earning these publications the more appropriate title, womens advertising magazines. Womens magazines, are a sphere of activity that readers view as an area of freedom, free choice and free time (McCracken 1993) and the advertising within creates new wants and needs. The statement from McCracken (1993) indicates the high readership for women magazines. The role of women magazines is slowly changing to the storytelling mechanism of society because of the increase of advertising material. (Jhally 2000: 30). 2.3 Variable 2.3.1 Size of the advertisement In general, the options of the size of the magazine classified into half page, one page, double page or more than two pages (Pu, Y,R, 2003). According to McCracken (1993), women magazines contained 50%-60% of full-page advertisement. There large size of the advertisement provides a clearer advertisement detail and advertiser more easily to correct it. In the recent article, one of the researchers, double page of the advertisement can attract more one-quarter of reader than one page and one page of size advertisement can attract more one-third reader than half page. (Print Ad Placement, 2011) Some of the marketer will prefer half page size of advertisement, if they faced the tight budget problem. In the other research study of shown the one page size of the advertisement are majority which is 85%. (L. Wasylkiw, A.A. Emms, R. Meuse, K.F. Poirier, (2009), This may due to the price of advertising is reasonable and it is more easily to attract attention. 2.3.2 Advertising layout In the study conducted by (Anna Peter, 2006) states that are 3 components in term of layout consists in the printed advertisement, which are visual information, verbal information and brand name. Different of advertisement layout reflect the different characteristic of product. According to the study of Pu, N, R, (2003), the author found that both personal and cosmetic product present their advertisement with visual and copy layout. In general, visual consider as visual element and copy defined as words. This may due to the visual element in the advertisement can serve to the visualization and verbal element serve to the verbalization. 2.3.3 Advertising copy elements Advertisement is a tool that used by marketers to deliver the intended message to their targeted customer. It is crucial to ensure the concept of the advertisement fit with the overall marketing objectives. For print advertisement, display copy and body copy are the two elements of copy sheet. (Anna Peter, 2006) As defined by Wells et al (2006), display copy is the entire element that the reader able to see at the first glance, such as headlines, subhead lines, taglines and slogans. In general, headline is the words in the leading position of the advertisement and it also reflects as selling idea in the advertisement. (Anna, P; Peter, W, 2006; Major elements of copy for copywriting, nd) Usually, headlines of the advertisement presented in the large size and obvious position. With the aims of enhance the readability of the message, sub headlines normally presents in the new paragraphs with larger size and bold type. (Anna, P; Peter, W, 2006) Body copy defines as the text with smaller size typed which to provide a clear and further explanation about the product. (Anna, P; Peter, W, 2006) According to the Anna, P and Peter, W (2006), slogan regarded as a motto for a campaign, brand and company. To increase the probability to recall the advertisement, marketer usually integrated the slogan in the advertisement, to better address the products attribute. (Advertising Strategy, nd) 2.3.4 Color Color is a powerful element which represent for brand identification, feature reinforcement and differentiation. (Anna, P, Peter, W, 2006) Other than that, vibrancies of color also more easily to catch the attention of the audience, provide realism, establish moods and build brand identity. (Anna, P, Peter, W, 2006) According to the Pamela S. Schindler (1986), color advertisement had the higher response rate and better recall probability when compare with the dull blank and white advertisement. In the other aspects, color can be classified to warm color tone, cool color tone and earth color tone. Red, orange and yellow are the example of warm color tone; green, blue and violet are present in cool color tone and earth color tone reflects neutral color. The different colors always associated with different characteristics. Due to the same advertising pattern, some of the color associated in the characteristics of femininity, cultural interpretations or even emotional responses. (Pamela S. Schindler, 1986) For instance, the use of the color red symbolizes love and passion, while the color white generally signifies purity and virginity. (Pawlowski, 2007) Pink is seen to be very feminine which can also be deemed as sexual while pastel type coloring generally refers to non-sexual. (Pawlowski, 2007) 2.3.5 Visual element The roles of visual element in the advertisement not only for catches the attention of reader, but also importance of creating brand awareness and brand beliefs (John R. Rossiter, 1982) According to Kosslyn and Alper, 1977; Kosslyn, 1980, larger size of the visual element can produce the better learning . And, other than memory responses, the visual size also influence on the evaluative responses. (Rossiter and Percy (1978; 1980) and Mitchell and Olson (1977; 1981) 2.3.6 Language Today, English is regarded as an international language. It acts as an important and common language in the world, you can used English in every part corner of world. The statement proved by 72 of in flight-magazine around the world used English as main language. (Veronica, 2010) Although English is a universal language, but the advertiser of some countries, such as Taiwan, South Korean, and United States still prefer their local language to present the message of the advertisement. (Jaehee, J Lee, Y,J, 2009; Veronica, M, S, 2010) As global company advertises their product globally, the languages they used are vary according to the social context. They are usually ignoring the local nuance, and translate directly from their original copy. (Veronica, 2010) Communication with customers is essential in the marketing perspective. The local language can integrate with the local community effortless. In the multi cultural country such as Singapore and Malaysia, there is a diverse market opportunity for each of the races. Hence, by targeting different group of customers, the publisher have to publish different languages of magazines to better address the need and wants of the different groups of people. By publishing different languages of magazines, they can better deliver the message to their reader by the languages that they are familiar to. 2.3.7 Type of Appeal Generally, there are two type of appeal which is rational appeals and emotional appeals. In advertising, rational appeals defined as the element used to motivate consumers through information and logical arguments. (Jeon, George, Bruce, Joseph, 1999) Visual elements were coded as rational if the advertisement contained picture of the brand, before and after comparisons, product demonstrations, or comparatives portraying the competition. The use of rational appeals can be apply by reduce the uncertainly requires, distinct logical, and direct information from the communicator. (Zandpour etal. 1994) Nevertheless, emotional appeals reflect the images and feelings to mold consumers perceptions toward the brand. Among the emotional appeal are storytelling, metaphors, and aesthetics. (Jeon, George, Bruce, Joseph, 1999) Advertising appeal usage can be applied in different product types. According to Cutler and Javalgi (1993), the overall content of the advertisement can be categories into rational, emotional or both. In the past research, the authors found that advertisement for durable goods tend to presents more information than advertisement for nondurable goods. (Abernethy and Franke 1996) However, service advertisement is more emphasize on emotional appeals. (Abernethy and Butler 1992; Cutler and Javalgi 1993) In the research conducted by Golden and Johson (1983), they examined the impact of thinking versus feeling appeal in print ads on various measures of advertising effectiveness. The author defined thinking appeal as appealing to the rationality of the receiver, and feeling appeal as creating a mood and appealing to the emotions. (Golden and Johson, 1983) In this study, they concluded that the underlying reason for the popularity of thinking appeals is the rich of product information, and elicit higher purchasing intentions. (Golden and Johson, 1983) According to a research conducted by McGuire (1969), he denied the effectiveness of emotional appeal in the advertisement after directly comparing the rational and emotional appeal from the advertisement. Based on his research, neither of the rational and emotional appeal outperform of each other. The core idea behind this is that emotional message can also be rational, and vice versa 2.3.8 Product Categories Product categories in the advertisement can be divided into 22 categories. (Nelson Paek 2007) Beauty product was defined broadly, which consisted cosmetic, jewelry and clothing. In addition, special group of products such as womens apparel, perfume and cosmetic categories occupy large portion of total marketing costs. (Veronica, 2010) In the recent study, the authors classified apparel product, perfuse and cosmetics as self-image projective product. (Veronica, 2010) The targeted market segment would affect the marketing strategies applied in different market. (Veronica, 2010) In the other researches, product categories can be categories into hedonic or utilitarian element. (Crowley, 1992) Hedonic products are primarily related to sensory attributes and concentrate on consumatory effective gratification whereas utilitarian products are mainly associated with functional and non-sensory attributes and focus on fulfillment of instrumental needs. (Crowley, 1992) According to the research of Jung and Lee (2009), Korean and United Stated beauty magazines consisted a lot of body-related products than non-body related products advertisement, with a ratio 91.1 to 8.9. The body-related products include clothing, beauty product, diet services, and accessories. 2.3.9 Product origin The country of production has certain degree of influence on the consumers decision making process. Zhou (2004) provided some evidence in study that Chinese consumer is willing to pay more on the western product, mainly because of the common belief to reflex the prestige and social status. There is some opposite point of view from Nelson(2004). He stated that there is growing population who are supporting the local product and cultural identity. 2.3.10 Whitening function of the product Skin whitening product is a global trend throughout the world. There is a huge market opportunity for Europe, Asia and the United States market. (Deirdre, B, Helen, C, Mark, D, nd) According Ashikari (2005), whitening and lighten product growth rapidly in Asia which influence by the Asian wealth and growing consumer cultures. Mostly, the whitening function of product can classified to UV features, whitening effect and function in both way.UV features of product can decrease the damage and protect the skin from ultraviolet rays and long time exposure under the sun. In additional, the role of whitening effect shows the product focus on lightening complexion of womens skin, which from the yellow or darker skin color to white and fair skin color. (Johanson, 1998) The example of products with whitening effect are Kose, Za, Olay, Lancome, Nivea and Sk II, normally we can found it in shopping mall. With the trend of whiteness, a lot of companies introduce a lot of whitening and UV function of product, and then customer can kills 2 birds with one stone with the multi-functional product. 2.3.11 Degree of sun protection factor (SPF) In the market, there is a lot of cosmetic and skin care product contained sun protection factor (SPF), which can protect our skin from the direct ray from the sun. The different degrees of SPF have different functions. In the research conducted by Autier et al. (1999), they assessed the impact of the 2 different degree of sunscreen sun protection factor (SPF) of unlabeled product on the duration of sun exposure in two groups of young people. They concluded that the volunteers who used SPF 30 were exposure 25% longer than these who used SPF 10. The result of the finding is not surprising. The doubt in this research is on the basis of increased exposure, there was no difference in sunburn or skin-reddening episodes in the two study groups. 2.3.12 Origin of model Model can be classified into different ethnic groups, such as Asian (Chinese/ East Asian, Malay or Indian), Caucasian, or mixed. In the study by (Eric P. H. Li, Hyun,J.M, Kimura, J, Russell, W. B, Bahl, S, 2008; Cheng, H, Katherine, F, Shaw, P, 2005; ), authors found that most of the Asian beauty product advertisements using Caucasian model. The underlying reason is the globally recognized beauty standard. According to Goon and Craven, the popularity of Caucasian and Eurasian models reflects the postcolonial structure of commoditization and consumerism and is still influenced by a colonial past. In the other study, it also revealed 70.2% Caucasian model was used frequently in Korean advertisement to promote their product. (Jaehee, J, Lee, Y, J, 2009) This phenomenon happened because the fair skin has been aggressively marketed across Asian culture over this past decade. According to (Sean, R, 2003), white women with those characteristics such as lean, pure and radiant images are representing the feminine ideal and identification. Whiteness also presumes the ideas of purity, integrity, decency and auspiciousness. (Russell, Wilson, and Hall 1992; Sean, R, 2003) By the way, model of the advertisement always plays an important role to deliver the message to the targeted audiences and it pervasive to our daily life. The particular magazines readers will project themselves as the models appear in the magazines advertisement, which enable them to make a positive impact to them, and inevitably make a good evaluation to the product. Besides, the researchers also found that Caucasian women were more willing presented in sexual portrayals which compare with Asian women. (Cheng, H, Katherine, F, Shaw, P, 2005; Christina N. Baker1, 2005) This reason may due to the Asian women are influence by the Confucian culture and philosophy of them has not yet been prepared. (Cheng, H, Katherine, F, Shaw, P, 2005) 2.3.13 Demographics of model Age of the model of the advertisement also acts as a factor influence the consumer behavior. (Chang, C, C, 2008) People are keen to be fresh, beauty and look younger than their actual age. If the model of the advertisement is forties or old featured, then the young generation of consumer may categorized the product as not for me based on this factor. (Chang, C, C, 2008) The result analysis of Women Stereotypes Portrayed in Print Ads by Luxury Fashion Brands found that most of the young model are majority in the advertisement of magazine which is 72.7% (15 and 30 years old). (Carlos, M, M, Paloma, D, S, 2008) 2.3.14 Celebrities Used Celebrity endorsement is the growing trend in the magazine advertisement. A celebrity endorser is defined as any individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement. (McCracken 1989, pg. 310). Credibility and attractiveness are the two important criteria to improve the persuasiveness of the advertisement. Hence, the companies are strike to determine the element of credibility and attractiveness to present their advertisement to public. (Kahle and Kahle 2006). Furthermore, Friedman and Friedman (1979) showed that celebrities endorsement is more eyes catching than expert or typical consumer endorsers in advertisement recall and brand name recall, in spite of the product type. In the other research also showed there are a positive effect between adolescents word-of-mouth intentions and brand loyalty among the celebrity sports athletes. (Bush, Martin, and Bush 2004) Besides, female teenagers word-of-mouth intentions are more affected by female celebrities than male celebrities, and female teenagers agree more than male teenagers that they are affected by celebrities in buying certain brands. (Bush, Martin, and Bush 2004) By applying attribution theory, Mowen (1980) used it to explain on the effectiveness of celebrity endorsement. The effectiveness of celebrity endorsement is largely correlated to the consumers willingness to understand the causal reasons for a celebrity to endorse the product. The celebrity endorsement strategy works best if consumers think that the celebrity endorses the product because the celebrity can symbolize the product, rather than the financial incentives. Mowen (1980) Furthermore, Asian celebrity perceived their success is highly related to their fair skin. (Eric, Hyun, Russel, Junko, Shalini, 2008) 2.3.15 Appearance of model Based on the research conducted by Thomas and Treiber (2000), the advertisers prefer to use gorgeous model to represent their product. It can indirectly inform the reader they can as beautiful as the model after them using the product. In the research study named Real Beauty in Advertising: Fab or Fad, appearance was the main subject. It usually used to refer the link between the usage of the particular product and the consequences after of using that product. According to the research, model likes to apply the heavy makeup, such as applied lipstick and particular perfume to become more attractiveness and appeal to public (Reichert Lambaise, 2003, p126). 2.3.16 Apparel of model There are different degree dressing of the model, however nudity of the model becomes a rising trend in the advertisement of the magazines; it also associated with the idea of sexual attractiveness. (Bridgette Desmond, nd) Generally, there are 4 categories of the nudity which are demure, suggestive, partially clad and nude. (Jaehee, J, Lee, Y, J, 2009) According to (Jaehee, J, Lee, Y, J, 2009 Reichert, T, Carpenter, C, 2004), demure dress was defined as everyday dress which included walking shorts, but excluded short-shorts or underwear. Suggestive dress defined as partially exposed the upper body, such as unbuttoned blouses or muscle shirts. (Jaehee, J, Lee, Y, J, 2011; Reichert, T, Carpenter, C, 2004), According to the studies conducted by scholars, Models were considered partially clad if they were shown in underwear or bathing suits. (Jaehee, J, Lee, Y, J, 2011; Reichert, T, Carpenter, C, 2004) Nude was represent models were holding only a towel or if the photograph was composed so that genitals were concealed. (Jaehee, J, Lee, Y, J, 2011; Carpenter, C, Reichert, T, 2004) Sex approach is more appeal to the male consumer, given the evidence that in year 2003, four out of five women who are appeared in the advertisement were suggestively dress, partially clad, or nude. (Bridgette Desmond, nd) An interesting study conducted by the Desmond, B (2008) stated that society nowadays becomes more sexually explicit and adapt with the high degree nudity level in the advertisement. Even so, there are some the magazines also prefer demure dress, since they target the wider variety of groups. (Bridgette Desmond, nd) 2.3.17 Hairstyle of model In the judgment female beauty, hair color, hair length, and hair style plays a vital role in positive rating on attractiveness. In the research of Mbure, 2009, 63.6% of models, 63.6% had long hair length, and 36.4% of model had short hair length. Besides, in the same research, the author found that 70.8% of model had straight hair and 29.2% of model non-straight hair style, such as kinky, wavy, medium curly, braided and so on. (Mbure, 2009) 2.3.18 Degree of models whitening Skin color stratification is a crucial sociological issue, which included the difference between lightness and darkness of skin tone. (Micaela, 2005) According to Hunter (2002), light skin tone works as capital to women. Moreover, it symbolizes status, educated person, and high income. Light skin tone also associated with sexual attractiveness. In her analysis, it showed that light skin of African American women represent the higher personal earnings and higher spousal status. According to the other research, the author found that prominent models were more likely prefer to be light skin tone than medium skin tone or dark skin tone. However, models minority were less likely to be seen in the workplace than whites but more likely to be portrayed in leisure places and school than whites. Low volumes of studies emphasize on the interpretation of white beauty idea among Asian female. Meanwhile, Sahay Piran (1997) also revealed that the desire to be light skinned was higher the darker am ong South Asian-Canadian females. In the research title Comparisons of Cosmetic Advertisements: Strategies for cultural adaptation in Womens Magazines in Taiwan also shown that most models in Nong-Nong and Elle Taiwan magazines were displayed in a light skin tone; regardless whether the model was western or Asian looks. (Pu, Y, R, 2003) Furthermore, in another research also reflects that light skin tone is ideals in advertising. It were advanced using a diversify of strategies consisting the promotion of benefits related to skin lightening such as skin related (e.g. Increased moisture), emotional (e.g. Increased self confidence) and relational/social (e.g. increased attention from the opposite sex). Mak (2007) Furthermore, among 58 models, 30 models were light skinned, 16 models had medium brown skin tone (mid-point of dark and light brown) and only 9 models were dark skinned. (Mbure, 2009) 2.3.19 Most frequently shown body part Study of Carlos, M, M, Paloma, D, S, (2008) defined human body as dressed body, and the external appearance, such as hand, neck and face play an important role of the first impression while meeting someone. On the same time, different kind of body part shown in the magazines advertisement conveyed the different kind of messages that convey messages to the magazines reader. Most often, marketer emphasized certain body display based on the product categories, such as face with skin care product or upper body part with body care product. In the recent study, researchers found that the advertisement in Korea and Taiwan more focus on the models face rather than bod