William Hazlitt Essay Example for Free

William Hazlitt Essay Money isn’t everything, but for English writer William Hazlitt that saying couldn’t be farther from the truth. The essay he has chosen to write is a list of contradictions given to show the reader why the true purpose in life is money. Hazlitt conveys his thoughts on money to persuade others that money is everything. To persuade his reader he uses specific syntax, tone and diction to convey this message. William Hazlitt begins his passage with stating â€Å"literally and truly, one cannot get on well in the world without money† (1). By starting the essay like this his stance whether or not money is everything is clear. As the passage develops you find that he is trying to persuade people who think money isn’t everything by belittling this with statements like â€Å"to be a burden to your relations† (39-40) to make the reader second guess them self. Also by him addressing â€Å"yourself† (45) in the passage he is directing it at a particular person or group of people. By doing these things he creates an informal essay with little detail. Hazlitt expresses a contemptuous tone throughout the essay. In his essay he compares having no money to â€Å"laborious employment† (16) and â€Å"thrown into†¦ a gaol,† (33) these are all situations that a majority of people dislike or do don’t want out of life. He uses this to persuade readers into his way of thinking. Hazlitt uses one huge compound sentence combining many contradictions. This compound sentence takes up lines 2-47 which is the majority of this passage; overwhelming readers by also adding intricate diction like â€Å"gaol† (33) â€Å"acquirements† (8) all to enhance his point by still using an informal tone. In conclusion William Hazlitt attempts to persuade his non-believer readers about the advantages of money and why it is truly everything. Whether it is by burdening your family or â€Å"sitting at a desk† (17) is condemns the reader and uses negative connotations. This strikes a reader and shows reasons why money is truly everything.

Psychosocial Resources in a Therapeutic Relationship

Psychosocial Resources in a Therapeutic Relationship This essay considers the psychosocial resources implicated in a successful therapeutic relationship. Several fundamental theses seem to emerge from a review of the literature. Firstly, there is an abundance of relevant psychosocial factors, and these seem to vary across different settings. Secondly, factors such as empathy, trust, and warmth, seem crucial in most scenarios. Thirdly, the assumptions and beliefs of both therapists and patients regarding the therapeutic alliance need to be identified, and if necessary remedied, to achieve a successful interaction. The terms ‘patient’ and ‘therapist’ may denote slightly different things, depending on whether the scenario is medical (Douglass et al, 2003) or psychological (or psychiatric) (Johansson Elkund, 2004; Haarhoff, 2006). Psychosocial resources may play a much more important role where the therapy is psychological (e.g. psychoanalysis) and the therapist a psychologist or professional which similar training (e.g. social worker, counsellor). Peplau’s theory of the nurse-patient relationship provides a useful basis for conceptualising the role of psychosocial resources in successful therapeutic relationships (Peplau, 1965, 1974a, 1974b; Douglass et al, 2003). Although Peplau focused primarily on nursing care, her model seems applicable to most therapist/carer-patient scenarios. According to Peplau a favourable therapeutic relationship is essential for successful treatment outcomes. She identifies several psychosocial variables that are pertinent. These incl ude trust, interpersonal skills, effective communication, and anxiety. Crucially, these processes work gradually rather than abruptly as the patient and therapist develop a rapport, but what about empirical research? Studies suggest that basic psychosocial resources such as warmth, empathy, trust, and good communication, are integral to a successful therapeutic relationship (Lambert Barley, 2001). Hewitt and Coffey (2005) carried out a review of the relevant literature that highlighted several themes. Firstly, there is a plethora of psychological variables that seem essential to a successful therapeutic relationship. These include having a carer or patient that exudes trust, respect, sensitivity, warmth, is approachable and likeable, and has a sense of fair-play. It is important for the carer to show empathy, listen, tell the truth, share personal information, be supportive, explain professional jargon concerning treatment and value the patient, for example by involving them in decision-making (Barker et al, 1999). These psychosocial resources can be negated if the carer has a negative attitude towards the patient. This is particularly the case with mental health patients, for example those who commit deliberate self-harm. If a therapist believes that a patient is too disturbed or ill to participate in/contribute to his or her own treatment then the therapeutic relationship is bound to suffer (Repper, 2002). Above all, the personal qualities (i.e. personality characteristics) of the practitioner are paramount. Patients need to view the therapist as trustworthy, able to identify deeply with their problem, and keen to engage in conversation at a deep emotional level (Paulson et al, 1999; Gamble, 2002). Psychosocial factors are especially pertinent in psychotherapies, especially cognitive therapy. A successful therapeutic relationship is heavily influenced by what is referred to as a â€Å"therapeutic belief system† (Beck Beck, 1995; Rudd Joiner, 1997; Leah, 2001; Haarhoff, 2006). Both patient and therapist may have particular beliefs or assumptions about the course of treatment, themselves, and each other, which may trigger different emotional and behavioural responses. Consider for example a patient who perceives his therapist as impatient and overbearing. This negative thought may generate unfavourable emotions such as dislike and resentment. The patient may also become unnecessarily reluctant to follow psychological advice. The possibility of premature termination of treatment is increased, with detrimental consequences for the patients’ psychological health. Similarly, a therapist who views a patient as lazy and dishonest, may dislike the individual as a result, and be less enthusiastic in administering therapy. Haarhoff (2006) recently conducted a study that demonstrated the intricacies of such beliefs, and the potential impact they may have on the therapeutic relationship. Therapists enrolled in a cognitive behaviour therapy program were administered a ‘Therapist’s Schema Questionnaire’, which measures fourteen typical mindsets therapists may hold about therapy, themselves, or their patients, including ‘demanding standards’, ‘special superior person’, ‘excessive self-sacrifice’, ‘rejection sensitive’, ‘abandonment’, ‘autonomy’, ‘control judgement’, ‘need for approval’, ‘need to like others’, and ‘emotional inhibition’. Participants were required to indicate the extent to which specific assumptions within each domain applied to them. The most commonly identified assumptions were ‘demanding standards’, ‘special superior perso n’, and ‘excessive self-sacrifice’. The first item denotes a view that there is a correct way of doing things. This may be triggered by a patients’ slow progress, or non-compliance. The therapist may regard the patient negatively (e.g. lazy, irresponsible), believe that treatment should ‘work’, if only it were properly assimilated by the patient, and hence become overly demanding and controlling. The ‘special superior person’ mindset sees therapy as an opportunity to demonstrate ones excellence. The therapist feels special, unique, and superior to the patient. The result is a tendency to become overly close and idealise a patient who is improving, or distance oneself from patients who make little or no progress. ‘Self-sacrifice’ assumptions place too much emphasis on the patient-therapist relationship, leaving the practitioner perceiving the patient as needy and vulnerable, and bending over backwards to meet patient demands. Treatment boundaries aren’t set, or if the y are, aren’t adhered to, resulting in prolonged treatment session, lack of structure, and other laxities. Overall, Haarhoffs (2006) study illuminates important psychological processes that may enhance or taint relations. Crucially, therapists may be unaware of their beliefs or assumptions, let alone how these may affect relations with their patients. Patients perceptions matter a great deal. Since it is the patients’ (rather than the therapists) recovery that is the primary treatment objective, the success or failure of a therapeutic relationship is heavily dependent on the patients’ own appraisals of the interaction. This view is consistent with existential (Cooper, 1999) and phenomenological (Dermot, 2000) philosophies, which define reality as viewed by an individual rather than observers or objective inquiry. Like therapists, patients retain beliefs and assumptions about the therapeutic relationship, with potential implications for treatment outcomes. This is supported by some empirical evidence. Johansson and Eklund (2004) conducted a study to assess how psychiatric patients in an in-patient ward appraise the therapeutic relationship, and other related clinical characteristics (e.g. perceived ward atmosphere). Patients suffered from a range of mental health problems including behavioural disorders, schizophrenia , affective disorders, mental retardation, and neurotic, stress-related and psychosomatic problems. They received supportive therapy, social skills training and other interventions. All participants completed one questionnaire assessing the strength of patient-therapist relationship (Luborsky et al, 1996) and another assessing their perceptions of therapeutic relationships, specifically ‘involvement’, ‘support’, and spontaneity (Moos, 1974). Data analysis revealed that perceived support and spontaneity were strongly correlated with the strength of therapeutic relations: the greater the level of support and spontaneity perceived the more successful the patient-therapist alliance. Clearly, this study demonstrates the importance of psychosocial factors, as perceived by the patient. Unfortunately, the correlational design precludes any inferences about causality. Thus, while it seems commonsensical that perceived support may strengthen relations with a therapis t, a successful therapeutic relationship may also engender greater levels of support (e.g. a therapist may be more supportive of a patient if he/she gets on well with the individual). Treatment models such as Peplau’s theory (1965, 1974a) conceptualise psychosocial variables as precursors and hence determinants of a successful therapeutic relationship. So, for example, trust and empathy purportedly lead to a favourable rapport between patient and practitioner. Unfortunately, a paucity of randomised controlled trials negates any conclusive inferences about direction of causality. It is entirely plausible that an initially favourable interaction between a patient and carer improves the patients psychosocial functioning, which in turn further enhances the therapeutic relationship, and crucially improves treatment outcomes. Simpson and Joe (2004) conducted a comprehensive longitudinal study in which the quality of therapeutic relationships at one point in time was used to predict psychosocial functioning and treatment outcomes after one month, as well as treatment retention after a year. The setting for this study was a community based outpatient methadone trea tment program in two urban areas. Participants were users of opiates/cocaine admitted to the program, and subjected to various treatments and follow-up assessments. The favourableness of the therapeutic relationship between counsellor and patient was assessed using a scale that gauged six perceptions counsellors may have about their patients: â€Å"easy to talk to†, â€Å"warmth and caring†, â€Å"honest and sincere†, â€Å"understanding†, â€Å"not suspicious†, and â€Å"not in denial about problems†. Favourable psychosocial functioning was conceptualised as high self-esteem, social conformity and decision making, and low depression, anxiety, and risk-taking. Analysis revealed that a favourable therapeutic relationship predicted positive psychosocial functioning and improved treatment outcomes (no drug use) after four weeks. All in all it is essential for practitioners to identify the system or beliefs and assumptions they have about their patients (Rudd Joiner, 1997). This can be achieved through self-administered questionnaires, such as the ‘personal belief questionnaire’ (Beck Beck, 1995; Leahy, 2001). Hewitt and Coffey (2005) highlight the importance of equipping therapists with the necessary skills to develop successful therapeutic relationships. But perhaps it is Haarhoff (2006) who offers recommendations specifically relevant to psychosocial factors. She highlights the importance of practitioners not blaming patients, loosing interest, getting bored, making too many demands, or being overly structured in the approach. Instead, therapists must try to develop more empathy, identify/challenge assumptions about treatment, themselves, and the patient, and allow patients take the lead in making decisions. References Barker, P., Jackson, S. Stevenson, C. (1999) What are psychiatric nurses needed for? Developing a theory of essential nursing practice. Journal of Psychiatric   Mental Health Nursing, 6, pp.273-282. Beck, A. Beck, J. (1991) The Personality Belief Questionnaire. Bala Cynwyd, PA:  Beck Institute for Cognitive Therapy and Research. Cooper, D. E. (1999). Existentialism: A Reconstruction, 2nd ed., Oxford, UK:  Blackwell. Dermot, M. (2000) Introduction to Phenomenology. Oxford: Routledge. Douglass, J.J., Sowell, R.L. Phillips, K.D. (2003) Using Peplau’s theory to examine  the psychosocial factors associated with HIV-infected women’s difficulty in  taking their medications. The Journal of Theory Construction and Testing, 7,  pp.10-17. Gamble, C. (2000) Using a low expressed emotion approach to develop therapeutic  alliances. In Working with Serious Mental Illness: A Manual for Clinical  Practice (Gamble C. Brennan G., eds), Balliere Tindall, London, pp.115-  123. Haarhoff, B. A. (2006) The importance of identifying and understanding therapist  schema in cognitive therapy training and supervision. New Zealand Journal of  Psychology, 35, pp.126-131. Hewitt, J. Coffey, M. (2005) Therapeutic working relationships with people with  schizophrenia: literature review. Journal of Advanced Nursing, 52, pp.561-570. Johansson, H. Eklund, M. (2004) Helping alliance and ward atmosphere in  psychiatric in-patient care. Psychology Psychotherapy: Theory, Research,   Practice, 77, pp.511-523. Lambert, M.J. Barley, D.E. (2001) Research summary on the therapeutic  relationship and psychotherapy outcome. Psychotherapy: Theory/ Research/Practice/ Training. 38, pp.357-361. Leahy, R.L. (2001) Overcoming resistance in Cognitive therapy. New York: The  Guildford Press. Luborsky, L., Barber, J.P., Siqueland, L., Johnson, S., Najavits, L.M., Frank, A. Daley, D. (1996). The revised Helping Alliance questionnaire (HAq-II): Psychometric properties. Journal of Psychotherapy, Practice and  Research, 5, pp.260-271. Moos, R.H. (1974) Community-oriented Programs Environment Scale. Palo Alto, CA:  Consulting Psychologists Press. Paulson, B.L., Truscott, , D. Stuart, J. (1999) Client’s perceptions of helpful  experiences in counselling. Journal of Counseling Psychology, 46, pp.317-324. Peplau. H.E. (1965) The heart of nursing: Interpersonal relations. Canadian Nurse 61,  p.273. Peplau, H.E. (1974a) Concept of Psychotherapy. San Antonio. Texas: RES.  Productions. Peplau. H. E. (1974a) Criteria for a Working Relationship. San Antonio, Texas: RES.  Productions. Pinikahana, J., Happell, B., Taylor, M. Keks, N.A. (2002) Exploring the  complexity of compliance in schizophrenia. Issues in Mental Health Nursing,  23, pp.513-528. Repper, J. (2002) The helping relationship. In Psychosocial interventions for People  with Schizophrenia (Harris N., Williams, S. Bradshaw, T., eds), Palgrave,  Hampshire, pp.39-52. Rudd, M. Joiner, T. (1997) Counter-transference and the therapeutic relationship: A  cognitive perspective. Journal of Cognitive Psychotherapy: An International  Quarterly, 11, pp.231-249.   Simpson, D.D. Joe, G.W. (2004) A longitudinal evaluation of treatment  engagement and recovery stages. Journal of Substance Abuse and Treatment,  27, pp.89-97.

Which Factors Make Advertising Effective Marketing Essay

Which Factors Make Advertising Effective Marketing Essay What makes advertising effective.: this Report aims to answer this essential issue because it is the key for achieving -or not- the goals pursued by every company that invests in advertising. The general question has been divided in three areas, depending on the type of consumers response that advertising aims to arouse: cognitive, affective or conative, according to the famous Hierarchy of Effects model proposed by Lavidge and Steiner in 1961. In addition, the report focuses on the role of Music in advertising, with the purpose to highlight how its use can help to achieve efficacy in advertising. Five recommendations are identified through the report. Advertisers should first choose the media mix able to reach as many consumers as possible from the target audience (Ogilvy, 1985). Using appealing creativity (Dahlen et Al, 2010) and increasing the frequency of the message (Pickton and Broderick, 2005) is required to pass successfully through all the selective phases of consumers influence process, in order to make them memorize the contents of advertising. Music can be very helpful both for gaining consumers attention and giving a mnemonic quality to the message (Sutherland, 2008). An effective way to build an emotional link with consumers is referring to common culture (Godin, 1999). Jingles are able to involve consumers, at the point that they can become part of consumers cultural background of people (Sutherland, 2008). It is necessary to understand how the purchasing decision is taken by consumers in order to affect their behaviour; the FCB matrix by Vaughn (1986) identifies four types of purchasing process and suggests the quantity and quality of information to provide for each of them in order to have an impact on the decision making process. Since music sets up an entertaining mood, its use appears to be appropriate for the feel products and not for the think products (Arens et Al, 2011). As most of these factors refers to the ability of understanding consumers minds, the report has confirmed that psychology represents a basic support for marketing functions as the making of effective advertising (Foxall et Al, 1998). INTRODUCTION This paper aims to identify the factors which make advertising effective. The research starts stating a basic condition then, since efficacy is the ability to bring about the intended result (Oxford dictionary, 2007), the report analyses which are the marketing objectives pursued by advertising. The Hierarchy of Effects Model proposed by Lavidge and Steiner (1961) is considered pivotal in the communication process. Accordingly, the report uses a tripartite approach in order to better isolate and identify the factors that make advertising successful whether the response sought from consumers is cognitive, affective or conative. The report then operates a specific analysis on the role of Music in advertising, showing how music can be a very useful tool to reach efficacy (Sutherland, 2008) for all the three pursued responses shown previously. Recommendations and Conclusions about the topic complete the analysis. Practical examples chosen among the most famous companies provide evidence to the theoretical analysis; further examples can be found in the appendices. This research has been performed through the method of the literary review: books, papers and articles of famous Marketers and Psychologists are used as sources. A Basic Condition Advertising is undoubtedly a central part of promotion, but compared to the 4 Ps of marketing mix theorized by McCartney (1960), it represents only an aspect of the marketing effort made by the company (Pickton and Broderick, 2005). To reach and maximize the efficacy of advertising, firms should develop a deep know-how of their market, becoming what Llambin (2008) calls market-driven companies. This is achievable only by large investments in market research, in order to know as much as possible about consumers and competitors. As Cowles and Kiecker stated (1998), market research is important not only to identify the most profitable target segments, but also to develop a message content that is appealing to them, and to identify the most effective and efficient marketing communications mix elements and media. Companies have to focus all their functions to the market: only Market-driven companies will be really able to set the most effective advertising (Llambin, 2008). The HoE model: three responses to be aroused As advertising is a non-personal form of communication (Fill,2009), marketing can be supported by the studies on the communication process. Among them, the hierarchy of effects model proposed by Lavidge and Steiner (1961) states sthat when the ad message reaches the consumer, following the steps of the SMRC communication model (Berlo, 1960), the receiver responds by progressively undertaking three phases: the cognitive phase as first, then the affective and finally the conative. Specifically, consumers will pass through these sequential stages: Awareness, Knowledge, Liking, Preference, Conviction, Purchase. [Figure A] Figure A : Sequential stages of Lavidge and Steiner model (1961) Source: http://www.learnmarketing.net/Hierarchy%20Of%20Effects.jpg Using this tripartite approach, the marketing objectives become more definite and therefore it is possible to identify more precisely the key factors for achieving efficacy. Firms should then set up a specific advertising campaign targeted for each of the three macro-responses they want to arouse in the audience (Lavidge and Steiner, 1961). As a confirmation, even the DAGMAR model (Defining Advertising Goals for Measured Advertising Results) proposed by R.H. Colley in 1961 suggests that any stage should provide the objective for Marketing Communication independent of the rest (Pickton and Broderick, 2005). The following three Mc Donalds adverts clearly show this differentiated approach. In the first one [Figure B], nothing but the apposition of the two logos (the wi-fi one made by chips) is used: since this ad wants to make the audience learn the service provided, it refers to the cognitive phase. https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgmeKXRw3i9LikbNn-plqQERY70ntOBR7dYSVvL_uEGp6HD0eJwijRFuEQF_HCvB_H3FItHtl_-1zmPoelXDl0UsNmPQ5X6Mj-ZrS_RlB_wwnLcOgG5qosEz8iRjr2PnOVWREszUFDFKb8/s400/Cool+and+Beautiful+McDonald%E2%80%99s+Advertising+10.jpg) Figure B. Source: https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgmeKXRw3i9LikbNn-plqQERY70ntOBR7dYSVvL_uEGp6HD0eJwijRFuEQF_HCvB_H3FItHtl_-1zmPoelXDl0UsNmPQ5X6Mj-ZrS_RlB_wwnLcOgG5qosEz8iRjr2PnOVWREszUFDFKb8/s400/Cool+and+Beautiful+McDonald%E2%80%99s+Advertising+10.jpg In the second one [Figure C], the baby approaching the hamburger evokes feelings of affection for the food offered by the company; an home atmosphere is aroused. Emotional persuasion is the first aim for the affective phase. http://www.breastfeedingsymbol.org/wordpress/wp-content/uploads/2007/08/mcdonalds.jpg Figure C. Source: http://www.breastfeedingsymbol.org/wordpress/wp-content/uploads/2007/08/mcdonalds.jpg In the third one [Figure D], the invitation to take an action is extremely clear: consumers should have breakfast at Mc Donalds on Mondays, convinced by the free coffee. This ad aims to induce a change in the consumers behaviour: it refers to the conative phase. http://www.mcdonaldsstl.com/images/FreeCoffeeMondays-graphic.jpg Figure D. Source: http://www.mcdonaldsstl.com/images/FreeCoffeeMondays-graphic.jpg The main limit of HoE is its rigidity: consumers do not always undertake these steps sequentially, because of their irrationality; however, the existence of these three kinds of responses is widely accepted also among the critics (Barry and Howard, 1990). Accordingly, it is possible to  reformulate the central question in a more detailed way: which elements are necessary in advertising, in order to improve the companys performance in brand awareness (1), in the affective relationship with the consumers (2), and in the sales (3)? 1 Cognitive response The goal of these campaigns is to ensure that customers are properly aware of the brand; making clear the brand positioning is the main aim (Egan, 2007). Reach is the first key factor. Pelsmacker (2007) defines it as the number or percentage of people who are expected to be exposed to the advertisers message during a specified period . Reach plays the either/or role in the SMRC process: if the company does not reach the consumers, no response can be aroused. Therefore, the choice of the most appropriate media mix to reach the target segments becomes crucial for the success of the advertising campaign (Ogilvy, 1985). According to the selective influence process theories, people play a very active role as receivers in the communication process (Karlz and Lazarsfeld, 1955). There are unconscious and social intervening variables which affect the final internalization of the message. Since only the memorized information is able to affect the consumers behaviours the ability to pass through the selective phases of the consumer influence process is the second key factor (Karlz and Lazarsfeld, 1955). To win the receivers attention, it is required to overtake what Wundt (1896) calls the absolute threshold, that is the minimum psychic intensity an individual needs for reacting to a stimulus. For this reason, the effort to provide appealing creativity to the advert gains great importance (Dahlen et Al, 2010); moreover, since the traditional media are today overcrowded (Levinson, 2007), creativity can make adverts emerge to the consumers eyes. A clear example can be represented by the winner of the Best Use of Blu Tac in a Shop Window Postcard Space category in the Chip Shop Awards 2012. Clearasil posted a completely and intensely white postcard: impossible not to see. Figure E. Source: http://www.chipshopawards.com/ Clearasil is a brand of beauty products against skin imperfections (www.clearasil.co.uk) Use of creativity can also have negative impacts: it is difficult to define the line between great effect and great scandal (Godin, 1999). [see Appendix I] In choosing how often to transmit the advertising message, psychology supports marketing once again (Foxall et Al, 1998). I.V. Pavlov developed the notion of conditioned reflex (1927): opposed to the innate reflex it is a learned reaction to a positive or negative stimulus. In marketing, this means that the repetition of a message will increase its understanding; thats why frequency plays a key role. Frequency measures the number of times, on average, that a member of the target audience is exposed to a message or, more accurately, to the media (Pickton and Broderick, 2005). Increasing the frequency helps making the advertise effective but, according to the Curve of Wundt (1896), if the intensity of the stimulus exceeds a certain limit it is even possible to arouse anxiety, nervousness and irritation in the receivers. 2 Affective response Here, the main goal is to create an affective link with consumers, in order to persuade them appreciating the brand and making a preference for it (Fill, 2009). The more the content of a message is associated to paradigmatic knowledge, the more immediate and simple is its decoding by the receiver (Grandori, 1999): thats why advertising should carry associations recalling to the common culture to be effective in building an emotional link with the audience (Godin, 1999). Among all the cultural aspects, political studies have shown that the more compelling ones are common roots ; common habits ; famous figures (Gabrielsen, 2010). The use of cultural associations can be clearly found in Chryslers spot for the launch of the new 200 model, shown during the 2011 edition of Super Bowl. The core of the message highlights the origin of the machine, manufactured in Detroit: Thats who we are. Thats our story. (à ¢Ã¢â€š ¬Ã‚ ¦) Because when it comes to luxury, its as much about where its from, as who its for. Now were from America, but this isnt New York City, or the Windy city.(à ¢Ã¢â€š ¬Ã‚ ¦) This is the Motor city. And this is what we do. The new Chrysler 200 has arrived. Imported from Detroit. [see Appendix II] Casting famous figures (VIP) as testimonial and being present at the big events widely enjoyed and cherished by people (as the recent Olympics in London 2012) are other effective ways to involve the audience (Arens et Al, 2011) [see Appendix III and IV] Thanks to these associations, every time that consumers get in touch with the reminded cultural aspect, they will also remember the linked brand (Godin, 1999).[see Appendix V] This cultural approach shows some limits. Since culture is a sphere of meanings related to the past, the new products which aim to highlight innovation as their core quality cant take the best benefits from cultural associations (Ogilvy, 1985). Moreover, relying on VIP means accepting the risk of linking to them the name of the brand also when something negative is referred to them (Arens et Al, 2011). [see Appendix VI] 3 Conative response In order to affect consumers behaviours with advertising, it is necessary to understand how their decision making process works. The model developed by Vaughn for Foote Cone and Belding in 1980, known as the FCB matrix, considers it as driven by two variables: the level of involvement (high-low) and the type of approach to the purchase (rational-emotional). (McWilliam, 1997; Vaughn, 1980 and 1986). The result is the identification of 4 macro-type of purchasing process, each one requiring different kinds of information to be affected: differences are both in quantity high and detailed or low and summarized- and quality -emotional or rational of information. (Vaughn, 1986). In Figure F, some exemplar products are placed in the 4 quadrants of the FCB matrix. Figure F. Source: Vaugh, 1980 Therefore, advertising can be effective only if it provides the consumers with the kind of information they look for in their decision making process, this one being identified by the quadrant the product is placed in. (Vaughn, 1986). The analysis of 4 different decision making processes is now addressed, referring to the model of Vaughn (1986): High involvement / rational. People look for the real facts, they need to gain the confidence they are doing the right choice (e.g. Mortgage). The way to be effective is to highlight all the product competitive benefits as well as the company know-how, and to provide the consumers with positive feedbacks . [Figure G]http://www.okeefeestateagents.com/_microsites/paul_okeefe/docs/images/homepage/rightColAdvert/need-a-mortgage.jpg Figure G. Source: http://www.okeefeestateagents.com/_microsites/paul_okeefe/docs/images/homepage/rightColAdvert/need-a-mortgage.jpg High involvement / emotional. Consumers want to learn about and feel the experience (e.g. Holidays). Companies should provide content rich media with compelling personal feedbacks, music and everything else able to make the consumers taste the experience. [Figure H] Figure H. Source: www.adcracker.com Low involvement / rational. People usually buy by habit (e.g. toothpaste). Underlining the incentives to change habits as sale coupons can be effective. [Figure I]http://c3240dd96f54819fb6f2-90846526673b19d9a04c27097b58cb86.r6.cf2.rackcdn.com/2011/09/optic-white-coupon.jpg Figure I. Source: www.cuckooforcoupondeals.com Low involvement / emotional. People often looks for sensory or psychological gratification (e.g. Movies). Showing sensory rich imagery can be successful. [Figure J]http://www.filmjabber.com/movie-blog/wp-content/uploads/2007/11/the-eye-poster.jpg Figure J. Source: http://www.filmjabber.com/movie-blog/wp-content/uploads/2007/11/the-eye-poster.jpg The limit of the FCB matrix is the difficulty to plot the product in the right quadrant, because of the inconsistencies between consumers and companies perceptions of it (Dahlen et Al, 2010). Moreover, as marketing environment is rapidly changing, products and services can fast move from one coordinate to another in the brand image of consumers (Fill, 2009). The Role of Music in Advertising Music can be a very useful tool to reach efficacy in advertising, whether the aim is to arouse a cognitive, affective or conative response in the consumers (Sutherland, 2008). The analysis aims to show how the use of music can aid or hinder the effective factors identified in the general part. COGNITIVE PURPOSE Music can help to win consumers attention: reproducing a song well-known among the target audience or a catchy rhythm greatly helps to get its attentions (Sutherland, 2008). The use of creativity in music can be found in the production of jingles, where companies set their own words to Music. Jingles are among the best -and worst- ad messages produced. Done well, they can bring enormous success, well beyond the non-musical commercial. Done poorly, they can waste the advertising budget and annoy audiences beyond belief (Arens et Al, 2011). [see Appendix VII] Moreover, what Sutherland (2008) calls the three Rs rhyme, rhythm and repetition give words a mnemonic quality, making the message more catchy and enduring in memory. AFFECTIVE PURPOSE Research has shown that the positive mood created by music makes consumers more receptive to an ad message (Belch and Belch, 2009). When words are set to the music, a desire for repetition can be created: thats why jingles are able to involve consumers, at the point that they can become themselves part of the cultural background of people (Sutherland, 2008). A chart of the top 10 jingles of the century has been made, according to peoples preferences: a prove of the attachment consumers have towards them (Belch and Belch, 2009). Figure K. Source: Belch and Belch, 2009 The case of Oscar Mayers spots clearly shows the emotional power of jingles in advertising. [see Appendix VIII] Jingles are used less frequently today, replaced by an increasing use of current or classic pop songs: in the age of the technologic way to live music companies must be careful not to appear old-fashionable while using jingles (Belch and Belch, 2009). CONATIVE PURPOSE Music can also affect the way people behave, but since it better vehicles an emotional message, it seems to be effective especially -if not only- with the feel products (Sutherland, 2008). A great example of how music can be focused on action is the jingle created by the pizza chain Pizza, Pizza in Toronto: the company put its phone number in the lyrics, so that Toronto residents could memorize it easily. [see Appendix IX] On the other hand, music causes what Sutherland (2008) calls the wash-over effect: when we listen to lyrics, we process the message as an experience that we can enjoy or not rather than judging the reliability of its meaning. The entertaining mood set up by music is inappropriate when consumers want to focus on the rational information, as for think products (Arens et Al, 2011). As the analysis of consumers responses to music in advertising carried by Oakes (2007) shows, reaching a congruity between music and advertising in mood, genre, image and tempo contributes to the efficacy of an advertisement by enhancing recall, brand attitude, affective response and purchase intention. Since the negotiation of the license rights often needs large sums, marketers should carefully decide if and in which way music can be coherent with the marketing campaign, in order to avoid an expensive disorientation of consumers(Belch and Belch, 2009). RECOMMENDATIONS As shown through the report, advertisers should first ascertain to find the media mix that will maximize the reach of the audience (Ogilvy, 1985). Passing successfully through all the selective phases of consumers influence process is necessary to make them memorize a message (Karlz and Lazarsfeld, 1955). Concretely, this can be achieved by using appealing creativity (Dahlen et Al, 2010) and by increasing the frequency of the message (Pickton and Broderick, 2005). The use of Music can be very effective both for winning consumers attention and adding a mnemonic quality to the message (Sutherland, 2008). When aiming to build an emotional link with consumers, a successful choice is including associations recalling to common culture in the message sent to consumers (Gabrielsen, 2010). Jingles can be such able to involve consumers, that they can become themselves part of the cultural background of people (Sutherland, 2008). To effectively affect consumers behaviours, advertisers must understand how the purchasing decision for their products is taken by consumers; the FCB matrix by Vaughn (1986) suggest the quantity and quality of information to provide for each of the 4 types of purchasing process identified by crossing the level of involvement (high or low) and the kind of approach (emotional or rational). Music can be effective for feel products, but not for think products, since it sets up an entertaining mood inappropriate for rational decisions (Arens et Al, 2011). The overall recommendation for companies is to consider advertising as a process that involves the entire business as connected with it by a close cause-effect relationship: when an advert is not effective, it can be the symptom that theres something wrong in the marketing decision making process, or it can be the cause leading to future problems in the relationship with the market (Llambin, 2008). CONCLUSIONS It has been shown that a tripartite approach to the central question which factors can make advertising effective? is able to deeply analyse the issue and to define an accurate answer. Since all the factors except the maximisation of Reach refer to the ability of reading consumers minds, the report has confirmed how psychology can greatly support marketing functions and, specifically, making advertising effective (Foxall et Al, 1998). Thats why Market-driven companies, which have developed a deep knowledge of their consumers as a result of large investments in market research, have the concrete possibility to apply these factors in the most effective way possible (Llambin, 2008). APPENDICES As an example, the historical testimonial used by Danish Frisbee Sports Union for the 2012 campaign will be definitely able to catch consumers attention, but it can reasonably arouse perplexity and disgust in a high number of people. Source: http://www.chipshopawards.com/ Full text of the spot: Narrator :  I got a question for you. What does this city know about luxury, hm? What does a town thats been to hell and back know about the finer things in life? Well Ill tell you. More than most. You see,  its the hottest fires that make the hardest steel. Add hard work and conviction. And a know how that runs generations deep in every last one of us. Thats who we are. Thats our story. Now its probably not the one youve been reading in the papers. The one being written by folks who have never even been here. Dont know what were capable of. Because when it comes to luxury,  its as much about where its from as who its for. Now were from America but this isnt New York City, or the Windy City, or Sin City, and were certainly no ones Emerald City. Eminem: This is the motor city   and this is what we do. Written text: The new Chrysler 300 has arrived. Imported from Detroit Source: http://www.youtube.com/watch?feature=player_embeddedv=V0HLIvtJRAI VIP testimonials can provide good advantages: a VIP well known among the target audience can better win consumers attention; it allows to make the advertising message more personal, exploiting the VIPs familiarity with the consumers ; people will associate the appreciated qualities of the VIP to the product (Arens et Al, 2011). Nestlà ¨ chose to set a totally VIP-focused campaign to promote Nespresso brand: George Clooney has being appeared in every adverts of the famous espresso machine, with the aim to take advantages from his style and world-wide popularity. Source of Image: http://www.generation-flux.com/images/Nespresso-site.jpg A great example of how an emotional link can be built by focusing advertising on current events widely enjoyed and cherished by people is represented by the marketing campaigns of PG, created to promote their laundry products Ariel in UK and Tide in USA during the Olympics of London 2012. The compelling references on the athletic competition were present in both the spots: Before the Gold, Silver, and Bronze, its the red, white and blue.At the Olympic Games, its not the color you go home with that matters, its the colors you came in. When colors mean this much, trust them to Ariel (UK)/ Tide (USA). The meaning of the final sentence Proud keeper of Our Countrys Colours was certainly influenced by the images of the athletes shown in the video: for Ariel, a high number of British participants ; for Tide, almost only American players. Sources: http://www.youtube.com/watch?v=DoF9DROHYnU Tide for USA; http://www.youtube.com/watch?v=Jipn-MGg0DA Ariel for UK. A great example of the power of cultural associations can be found in politics. The ex-Italian prime minister Silvio Berlusconi, considered the biggest innovator in the Italian political marketing in a negative or positive way depending on the political conviction (Palmieri, 2012), named his first party Forza Italia (1994), that is the same slogan used by Italian people as an incitement for the national football team. The result was a widespread embarrassment (ibidem) when people not voting for Berlusconi wanted to support the football team, but they had to shout the name of his party: they could not manage not to think about this political association. Cirio is an Italian company founded in 1856 specialized in canned food, especially in tomato paste. (www.cirio.co.uk) Cirio managers werent happy to learn that their testimonial Gerard Depardieu was founded drunk and misbehaving on a plane just two weeks later the advertising campaign was launched. The spot is accessible here: http://www.youtube.com/watch?v=ReGPNs-HfH0 The episode reported: http://www.telegraph.co.uk/news/celebritynews/8706992/Gerard-Depardieu-accused-of-urinating-on-floor-of-plane.html As an example, in the 1970s Coca-Cola was so successful with its jingle Id like to buy the world a Coke that it was then extended and released to become an international chart hit called Id like to Teach the World to Sing (Sutherland, 2008). Oscar Mayer is a brand owned by Kraft Foods. At the end of last century the company held local auditions in search of American children to continue the 30-year tradition of singing the catchy bologna and wiener jingles: they were such known that Oscar Mayer decided to be self-referential in order to best cultivate the relationship with the consumers. Thompson, S. 1997. Promotions: Nostalgia Bolognese, Brandweek, April 14, 1997 Original videos are available here: http://www.youtube.com/watch?v=rmPRHJd3uHI (Bologna); http://www.youtube.com/watch?v=aNddW2xmZp8feature=related (Wieners) The example and the text of the jingle are reported in Sutherland (2008, p 122): nine-six-seven, eleven eleven / phone Pizza Pizza, hey hey hey!

John Wayne Gacy Essay -- essays research papers

John Wayne Gacy was born in Chicago, Illinois on March 17 1942. Gacy had an uneventful childhood up until the age of eleven. While out playing he had been struck on the head by a swing. Subsequently he suffered fainting fits for many years. Gacy graduated from business school and went on to work as a shoe salesman for the Nunn Bush shoe company. Gacy met and then married work colleague Marilynn Myres in 1964. The marriage ended when Gacy was imprisoned for ten years at a correctional institute in Waterloo, Iowa for various sex and violent crimes against young men. In 1971 Gacy was arrested again for trying to rape a teenage boy. John Wayne Gacy was married for the second time in 1972 to Carol Hoff. He set up a business as a renovation contractor at this time. This marriage also ended partly because Carol was frightened of he husband's temper. Despite all this Gacy worked very hard at trying to be liked. He was an enthusiastic member of the Junior Chamber of Commerce as "Pogo the Clown" a children's entertainer. Gacy would use his contracting business to attract young men eager for work, many of whom were subjected to rape. Thirty-three of who lost their lives. At nine o'clock on the evening of 11 December 1978, fifteen year old Robert Piest went to a chemist's shop in his home town of Des Plaines, Illinois. He was going to see a building contractor who was working in the shop about a holiday job. Robert Piest was supposed to go straight home, where his family was holding a birthday party for his mother. When Robert had not arrived home by 11:30pm, his family contacted the police. Police investigating the case learned that the contractor hired by the shop was in fact John Wayne Gacy a name not unfamiliar to them. Gacy had been reported earlier in the year by a 27-year-old man named Jeffery Rignall. According to Mr. Rignall's story, a plump man with a flashy car had approached him. The man invited him to join him in the vehicle to smoke some marijuana. Once in the car the man pushed chloroform soaked handkerchief into Rignall's face and drove him, unconscious, to a house where he was beaten with whips and raped. Rignall regained consciousness then next morning where he had been dumped in Lincoln Park. In lieu of the fact that Rignall could not give them much information, the Police were unable to be of much help. In fact even wh... ...covered in the Illinois River. His body had supposedly been lodged somewhere along the river making it difficult to find his body. However, strong winds must have dislodged the corpse and carried it to the locks at Dresden Dam where it was eventually discovered. Autopsy reports on Piest determined that he had suffocated from paper towels being lodged down his throat. The family soon after filed a $85-million suit against Gacy for murder and the Iowa Board of Parole, the Department of Corrections and the Chicago Police Department for negligence. Police investigators continued to match dental records and other clues to help identify the remaining victims who were found on Gacy’s property. All but nine of the victims were finally identified. Gacy made three confessions, but declined to testify at his trial for murder. The Jury who tried him were told by a psychiatrist that Gacy was suffering from a personality disorder that did not amount to insanity. Seeing this, on the 13 March 1980, Gacy was sentenced to life imprisonment, but this was changed to a death sentence. Just after midnight on 10 May 1994 Gacy was executed by lethal injection at Stateville prison in Joilet, Illinois.

Cells :: essays research papers

Cells   Ã‚  Ã‚  Ã‚  Ã‚  Cells are the basic unit of all life. Even though they are the smallest unit of life they are highly complex. Each cell has enough parts to it to practically survive on its own. There are two types of cells; the plant cell and the animal cell. These two cells do not vary intensely, but there are some major factors that separate them completely.   Ã‚  Ã‚  Ã‚  Ã‚  Animal cells are highly organized. The many parts that make up the cell work in synch with each other. These parts are called organelles. The most important organelle in the cell is the nucleus. The nucleus holds all of the blueprint information for the cell. The DNA of a cell is found in the nucleus along with RNA. The nucleus is surrounded by two membranes due to the need to be highly selective with materials that enter the cell's nucleus. The cell itself is surrounded by a membrane. In between the membrane of the nucleus and the cell membrane is cytoplasm. It is in the cytoplasm where all of the other organelles are stored. There are six main organelles in the cytoplasm. First, the mitochondria, which provides energy to the cell through ATP and respiration. Then there is the endoplasmic reticulum which separates parts of the cell. Then there is the Golgi apparatus which is used for sorting, storing, and secretion for the cell. Next are lysosomes, which hydrolyze macromolecules. Then there are centrioles that play a major role in cell division. And lastly there are vacuoles which have a variety of storage functions.   Ã‚  Ã‚  Ã‚  Ã‚  The plant cell is similar in most ways. The only really big differences between the plant cell and the animal cell are as follows. The first is the

The Significance of Islamic Calligraphy in the Muslim Culture Essay

Abstract Although it could be considered an insignificant part of society, Islamic calligraphy is crucial to its culture because of its role in religion and architecture, and its help in creating unity among Muslims. Calligraphy's function in religion is mainly due to the Muslim forbiddance of the "representation of living beings" (Schimmel, Islamic 11) in art. In architecture calligraphy is used to decorate the interior and exterior of buildings to help remind citizens of the purpose of the architecture: to glorify God. Lastly, calligraphy helps to unite Muslims because everyone must learn the Arabic language to participate in prayers and recitations. Introduction Islamic calligraphy is considered to have developed into an art during the time of Ali ibn Abi Talib, the fourth caliph and the son-in-law of Muhammad (Schimmel, Islamic 3). Not only a religious leader, Ali ibn Abi Talib was a great calligrapher and artist. The use and importance of Islamic calligraphy grew rapidly after his extensive development of the art. Muslims are cautioned against producing illustrations of living beings, therefore much of Islamic art is calligraphic. Although it is not seriously considered a real art form by many western societies, Islamic calligraphy is essential to its own culture because of its crucial role in religion, architecture, and creating unity among Muslims. Background Islamic calligraphy is unique in several distinct traditions. The letters of the alphabet can be written in different forms, making the writings difficult to read (Piotrosky 27). It is considered a noble art form, and has its own rhythm and harmony (Khan 7). It is written from right to left and lacks capitalization and punctuation marks (11). Each o... ...ans. Rosanna Giammanco Frongia. New York: Abbeville Press Publishers, 2001. Khatibi, Abdelkebir, and Mohammed Sijelmassi. The Splendor of Islamic Calligraphy. Paris: Thames and Hudson, 1994. Nasr, Seyyed Hossein. Islamic Art and Spirituality. New York: State University of New York Press, 1987. Parry, James. "Calligraphy as a Contemporary Art Form." Arts & the Islamic World 31 (1997): 54-55. ---. "First International Calligraphy Festival in Tehran." Arts & the Islamic World 31 (1997): 50-53. Piotrovsky, Mikhail B. Earthly Beauty, Heavenly Art: Art of Islam. Ed. John Vrieze. Amsterdam: De Nieuwe Kerk, 1999. Rosenthal, F. Four Essays on Art and Literature in Islam. Leiden: E.J. Brill, 1971. Schimmel, Annemarie. Calligraphy and Islamic Culture. New York: New York University Press, 1984. ---. Islamic Calligraphy. Leiden: E.J. Brill, 1970.

Discriminatory Practice in Health and Social Care Essay

Unfortunately bullying is becoming more and more common amongst children, workmates, elderly and people with disabilities. There are three different types of bullying these are verbal bullying, social bullying and physical bullying. Verbal bullying is when you write or say bad things on people for example teasing or threatening. Social bullying is when you hurt someone’s feelings for example embarrassing someone publicly and leaving someone behind but on purpose. The last one physical bullying is when you hurt someone’s body such as hitting and pushing. So basically bullying is when someone use force, threat and intimidation on someone to dominate that person. An example of bullying is a careworker is using verbal bullying on a disabled person she keeps saying that he has no good to society, he’s waste of space etc. Abuse: Many people abuse others to maintain and gain power on other people so they can control them, often these people find the vulnerable so they will be afraid of them and will not report or talk to someone else. Abuse varies a lot some example of these are sexual abuse, physical abuse, neglect, financial abuse, verbal, emotional etc. Sexual abuse is when someone takes action and forces someone to do something sexually although they still don’t want to. Physical abuse is when you use physical force with the aim to hurt someone. Neglect is when your basic needs are not being given such as food, medicines, clean clothes and many more. The last one is emotional abuse this is a non-physical behavior words only are being used such as insulting and treats. For example a careworker who is catholic there is an elderly who is muslim who unfortunately he cannot speak so she neglected him she doesn’t give him clean clothes, sometimes she even doesn’t give the patient to eat etc because she knows he cannot saying anything. Prejudice: Prejudice is unsupported which usually it is a negative attitude to other people this may include bad feeling, stereotyped beliefs and it can also lead to discrimination. Basically it is prejudgments which usually they are negative about members of a society. There are many types of prejudice some of them are racism, sexism, classicism, nationalism, homophobia, agism and religious. So in a few words prejudice is when you form an opinion on someone before becoming aware of the important fact of the person based on their race, sexism, age, disability, religion and many more. An example of prejudice there is a patient in this home which he is a disabled person, he’s family doesn’t come visiting him and he doesn’t have many clothes so the careworker doesn’t value him like the others because he’s less than them because he looks poor. P3: Describe at least FOUR potential effects of discriminatory practices mentioned in Task 1 on the service users residing in this care home. When someone is being discriminated this will probably lead to many problems such as the person can be marginalization, having low self-esteem, disempowerment, restricted opportunities and many more. Marginalization: Marginalization is a process of a person or sometimes even whole communities that can be denied access to various rights, resources and opportunities  that normally are given to other people. Someone who is being marginalized, is being excluded from participating and belonging. Social exclusion often is based on an individual education status, social class, living standards, race, homelessness and even child hood relationships. This discrimination can occur with anyone such as people with disability, drug users, young people, adults, elderly. For example in this home we have two particular individuals who uses a wheelchair, once in a month a bingo is organized unfortunately the door to this hall is to thin and a wheelchair cannot pass, so these people cannot go. The careworkers knows that they can organized it in other rooms where a wheelchair can pass but they won’t because there is more light in this room. Disempowerment: Disempowerment is when a person or even sometimes a whole group is being discriminated against by other persons so this will lead for a person to feel disempowered. Some people that will be discriminated will have the courage to fight back and many times they will success at the other hand there will be individuals who will not fight against discrimination. So in a few words disempowerment is to make someone feel lower than you, everyone can be disempowered from young children to elderly so you need to fight it. As a result of disempowerment negatives emotions might occur such as becoming more depressed, self-obsessed, withdrawn, excluded, helpless, outsider, low self-worth and many more. An example of disempowerment is when an elderly is being told that she is not useful to society anymore by her carer this is making the patient feel useless, excluded and many more so the patient is being disempowerment. Low self-esteem: Low self-esteem is someone’s overall emotional and how they value themselves, it is an evaluation for her or his own worth. Self-esteem is a judgement on yourself in this case low self-esteem is when someone feels that s/he is not worth nothing they feel useless to society. Unfortunately a person could never had low self-esteem but s/he is being bullied from someone else’s and s/he starts feeling useless if it is not treated immediately this can lead to low self-esteem. Low self-esteem can leads to problem in relationships, bad choices on work and in life, low self-esteem doesn’t let you to choose the right decisions you need to make. For example in this house there is a  particular elderly who before he entered this house he didn’t have low self-esteem now he is being bullied by his carer he slaps him if he doesn’t want to eat any more resulting to this he now have low self-esteem that he doesn’t want to talk to anyone about it. Negative behavior: Negative behavior can happen to anyone it can be naturally the way how you respond to things is negative but others can occur negative behavior on previous experiences such as bullying. Many times when a person is being discriminated s/he becomes frustrated because of the unfair treatment that is been given to the individual. In health and social care we have to recognize a person and even respect everyone choices and identities. For a person who is being discriminated, to reduce the feeling of powerlessness many times this grief is expressed in aggression or sometimes even criminality. An example in our home a particular patient a disabled person as he arrived he was calm and happy unfortunately now he is so angry he keeps pushing things, yelling and saying bad things to people. After some time we saw from where this was coming a particular care worker used to bully him saying bad things about him, stealing his things and slapping him. M1: Assess the effects on those using the service of three different discriminatory practices in health and social care. First case is about prejudice about two older gay people, although last July the law became same sex can marry there are still people who cannot understand this. In this case these two gay people had gone through so much some of them were they faced themselves with carers praying for them because they were gay even some careres didn’t want to wash them or feed or care them because of their sexuality. At the end these two people felt disgraceful they didn’t know what else they’ve should done so someone will understand them so at the end they went to a new home separately so they won’t be more prejudiced. In this case the victim who are being discriminated are two old gay men, they were discriminated by their carers. The main base that they were being discriminated was because of their sexuality. Prejudice is when someone form an opinion about someone but before even knowing the relevant facts of the patient many times these are judged on age, disability, sexuality, race, language and more. The effect of this discrimination made the two people who  were being prejudiced awful they felt that they were doing something wrong they didn’t know what else they can do, so these old gay man decided they cannot be more prejudiced for both their safety and health they decided to separate ways and try living a normal life as society want them to be. The second case is about neglect a hospital who received suspended sentence when receiving suspended sentence for neglecting and abusing of patients. These patients most of them pensioners were left starving or in agony because nurses claim they are too busy to help. Some of examples of neglect to the patients were nurses taking minutes to respond the emergency buzzer, patients who were told by the nurse to soil his clothes because s /he was too busy to take the patient. A patient left without pillows or blankets, a patient that dropped hot soup on herself and left there without any help and many more. At the end the hospital had to pay a big fine and these nurses and carers were fired. In this case the victim are the patients in the hospital, they were neglected and abused by some of the nurses and carers. They were mostly discriminated on their age and race, neglect is a form of abuse where there is someone supposed to be responsible for the individual because s/he cannot take care of himself but this is not performed. For example the patient as indicated in the case no clean clothes were given, left starving etc so basically neglect is when a person’s basic needs are not given. The discriminatory practice that was on these patients was neglect and abuse the effect that was left on the patients they were scared to talk, they weren’t happy at the end although these staff were fired still the patients couldn’t feel safe in that hospital anymore. The last case who is still going on is about bullying, this case happened in Saint Catherine hospital a hospital which treat vulnerable adults with disabilities such as autism, dementia, learning difficu lties and many more. These adults were bullied by three health workers they punched, slapped, threatened and even sometimes they used to drag the patient by their hair and thrown into a ball pool. Most of the patients cannot speak and other staff members were too scared to report this abuse. They used to lock someone in a cupboard and stopped the patient from getting out by putting another patient with a wheelchair against the cupboard also they used to throw pillows to a patient that had learning difficulties. After a staff member had the courage to report, the case is now being processed. In this case the victims are  disabled patients with most of them with learning difficulties in a hospital where they were supposed to be given treatment. They were bullied by three staff these were care assistants Ms.S.Murphy, Ms.J.Burge and a physiotherapist Mr.M.Barnard. They were mostly discriminated about their disability and they knew that they couldn’t talk. The type of discriminatory in this case is bullying is when someone threat, use force or abuse others to feel more dominate. The effects of bullying on these patients made them feel more and more powerless and that they cannot let anyone near them because they are going to hurt them. I would like to see justice with these people and get what they deserve. References: Answers.com, (2015). What is disempowerment in health and social care. 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