Climate change and global warming debate Case Study

Climate change and global warming debate - Case Study Example For the past decades, loggers and miners have not seriously introduced rehabilitation of damaged mountains, rivers and shores. Such have serious implication to disasters such as the floods in Philippines, Pakistan, Australia, India and other part of the world that have killed thousands of peoples and damaged properties. The wanton disregard of massive wastes due to consumerism and the use of non-biodegradable materials are also noted, albeit increasing campaign for recycling and waste management. The need to practice solid waste management as part of eco-governance worldwide remained to be inculcated as most countries deal with mountainous garbage everyday. Added to these is the disturbing deposit of toxic wastes in the oceans ridges that is affecting sea habitats. Moreover, global arctic regions rich with ice and glaciers are melting and have accordingly affected the tropical areas as sea level arises at 23 inches (SRREN, 2011). As weather pattern changed and became unpredictable, t he cycle of vegetation is are also affected--seriously impacting to agricultural produce and to world economy (Solomon, Manning, Chen, Marquis, Averyt, Tignor & Miller, 2007). The issue of climate change certainly relates to sustainability.

Organozational behavior Assignment Example | Topics and Well Written Essays - 2250 words

Organozational behavior - Assignment Example The line managers are usually promoted within the organization and usually do not possess any formal education. The immediate responsibilities of front line include day to day management of employees, managing the operational responsibilities, providing technical expertise, monitoring the organizational process, checking the quality of the work (CIPD, 2013). Some of the major responsibilities of the line managers include planning the objectives, prioritizing the work and communicating these work responsibilities to the employees, scheduling the work of the employees and detailing the work of the employees on monthly or weekly basis, managing the financial resources by monitoring the budget (ACAS, 2009). The line managers manage the employees by treating the employees equally and by creating a congenial work atmosphere (ACAS, 2009). They also set well defined performance standards; ensure that the employees meet the objectives and the performance standards and conduct review meetings which help in facilitating communication. The way line managers present themselves has a significant impact on the performance of the employees. Every organization goes through transformational changes which can have positive or negative impacts on the performance of the employees. To survive and be successful an organization needs to embrace the technological, cultural, behavioural changes with open arms. Creative innovation ensures the long term growth and survival of the organization (Rahimi, Damirchi and Seyyedi, 2011). The line managers play a pivotal role in the creation and facilitation of the innovative, cultural and technological environment of the organization (Rahimi, Damirchi and Seyyedi, 2011). Organizational Culture & Line Management Organizational culture is defined as shared values and understandings that guide the actions of those in organizations (Patti, Fok and Hartman, 1999, p.218). Effective organizational culture provides a work environment which helps the empl oyees to align their personal interest with the organizational objectives (ACAS, 2009). Organizational culture is modified by certain management practices through employee selection, rewards, recognition, strategic direction and innovation (Rahimi, Damirchi and Seyyedi, 2011). Although there are various organizational and environmental factors which affect the organizational performance but the management behaviour and organizational culture plays a key role in the in the employee performance. The organizational environment helps in shaping the management behaviour. However, line managers need to behave and apply leadership oriented style of management to help increase employee performance, innovation and behaviour (Rahimi, Damirchi and Seyyedi, 2011). Firstly, line managers and the top level managers need to identify the leadership style required to increase the organizational effectiveness. Secondly, the leadership style adopted by the line managers currently should be modified as per the organizational culture and employee behaviour. The line manager has to keep one thing in mind that employee behaviour, expectation and performance may vary with different national cultures. The difference in the national culture reflects the difference in the organizational structure and management (Lok and Crawford, 2004). For example

Review Righteous Dopefiend by Philippe Bourgois and Jeff Schonberg Essay

Review Righteous Dopefiend by Philippe Bourgois and Jeff Schonberg - Essay Example homeless who are always hustling for the drugs over food and shelter and evaluate the way in which this segment of society functions to create their own culture and system, specifically with the desire to have more heroin available for their use. Throughout the book, the author’s relay different segments of the homeless population to show the different functions and roles that are a part of the community. Different stories are told about the heroin users and how they work to create an aspect of society that is based on using illegal drugs. This is followed by ethnographic figures that take place through a series of photographs to show the lifestyle and conditions of the individuals that are a part of the community. Through the documents that were taken, was the ability to capture a space in society that is often regarded as morally wrong and which doesn’t account for the social truth and realities that the righteous dopefiend’s carry in culture. The main argument that the author present is to represent the homeless and the righteous dopefiend’s in a different light. The authors’ state in the beginning that the observations taken from the homeless are not regarded as one that is morally objective. Instead, the photographs and stories are an anthropological representation of culture and society. It is the authors’ desire to create a different viewpoint of the homeless that are addicted to heroin, not from a righteous or morally fit viewpoint, such as society views. Instead, the book is based on observing how the culture and society of homeless addicts functions. The book remains neutral and is not objective in observations and instead shows how the individuals survive and what they regard as important in their lives. The author combines this with evaluations from the segments of society, such as the difference between the younger addicts and the older generations. The main thesis that the authors’ are able to provide through these

Oedipus Rex Essay Example for Free

Oedipus Rex Essay Oedipus Rex was written during the fifth century. A time when Rome was in power and Athens was the center of the world. In this time people beleived that gods controlled all. Fate and destiny could never be escaped and as is shown in this play, no one can change their own destiny. The fact that this play takes place in less than one days time means that many desicions are made in a rash and uninformed fashion. After finding out that his destiny has been fulffiled Oedipus blinds himself out of pain and the wish that he would never look upon the misery and horror that he himself has unknowingly created. The play is set in Thebes, recently a great powerfull city, but has been stuck by sickness and death. Most of the action takes place within the coutyard of the Kings palace. This setting represents power and arrogance. The fact that Oedipus does not go to anyone, everyone, including his wife comes to him suggests this arrogance. He still fears the destiny foretold to him, but he beleives that he can change that destiny by staying away from his family. Pg. 59 line 360 tells of this fear and belief. As, that I should lie with my own mother, breed children from whom all men would turn their eyes; And that I should be my fathers murderer. I heard all this, and fled. And from that day Corinth to me was ony in the stars. Descending in that quarter of the sky, as I wandered farther and farther on my way to a land where I should never see the evil sung by the oracle. Most other men in this time would except their fate, but his arrogance will not let him. His beleif that he can cheat fate is ultimatly what is destroying the people of Thebes. Oedipuss family is a complicated tangle of lies made by people who also tried to cheat fate. The family that he beleives is his own in fact is not. The fact that he is even alive to recieve this family is not supposed to be. He left his adoptive parents never to return once he learned of his destiny thinking that he could prevent this from comming true. He denied to himself the knowledge that these were not his real parents. This is told on Pg. 59 line 345 At a feast, a drunken man maundering in his cups cries out that I am not my fathers son. I contained myself that night, thought I felt anger and a sinking heart. This tells me that in his heart he knew that it was a true statement but could not admit it to himself. His true father was Liaos, King of Thebes. Liaos had been told of his fate by the oracle that he would be killed by his own son. So like father like son, Liaos also tried to cheat fate as told by Iokoste on Pg. 59 line 260 But his child had not been three days in this world before the King had pierced the babys ankles and left him to die on a lonely mountainside. Oedipus celebrated the death of his father and therefore his succesfull escape from the prophesies of the oracle. But as he was told this news he was also told again that he was not his fathers son. The messenger on Pg 62 line 137 states Polybos is not your. father. This conversation continues on to tell the tale of how he was found as a child by a shepard with his ankles bound by a skewer. Polybos who had no children took in this baby as his own. This is when Oedipus finally starts to reallize that he was Liaoss son but he will not accept it until he confirms this with the shepard who had found him. Iokaste, his wife obviously realizes that his destiny has become fullfilled and that she is not only his wife but his mother as well. She is angry and wishes that Oedipus will not know the truth of his parentage. She states on PG. 62 line 217. You are fatally wrong! May you never learn who you are! But as oedipus speaks with the shepherd he learns again of his horrible fate. on Pg 64 beginning at line 110 Oedipus finally admits to himself after being told numerous times that he has already unknowingly fufilled his own destiny. Shepherd : For if you are what this man says you are, no man living is more wretched and oedipus. Oedipus: Ah God! It is true! All the prophecies! Now, O light , may I look on you for the last time! I, Oedipus, Oedipus, damned in his birth, in his marriage, damned, damned in the blood he shed with his own hand!

The Advantages And Disadvantages Of Steroids Philosophy Essay

The Advantages And Disadvantages Of Steroids Philosophy Essay Youre looking at a muscle fitness magazine and as you flip through each page you see more and more of these massive guys and the only thing you can think about is being just like them. It isnt a mystery to anyone how their muscles became so enlarged, and the only thing stopping you from trying to reach their extreme is the fact that the stimulants they used were steroids. Fear of steroids does not result because of the word itself that can haunt ones mind or that the knowledge of the use of steroids can have negative impacts on your body. It is the fact that the use of these drugs are illegal and just because of this restriction, it makes it that much harder to trust these types of drugs. Every body builder wishes that steroids were legal in the sense of recreational use. For a drug that has so many positives uses its hard to believe that it is labeled as a negative and unhealthy supplement due to the fact that once someone says it is bad everyone jumps on the band wagon on how it is possibly terrible for your body. But for someone to really take sides on either yes or no to steroids you have to know what they actually are. Steroids are synthetic substances that are very similar to the male sex hormone testosterone. They help increase the amount of testosterone and/or hormone level that the body produces so that the muscle is able to increase in size and gain new levels of strength (Lukas, 7). The fact of it all is that this supplement that everyone knows as steroids or also known as; roids, juice, fat chick, balls, and gears, is beneficial for any male. People just see the negative side effects and assume that this drug might be so harmful that it has been labeled as the cursed drug that gives you the Hercules body mixed with Godzillas rage. But in actuality, steroids are not this devastating drug that people have labeled it as; they are a supplement that helps push every male to godly limits where all bounds are broken and the sky is the limit when it comes t o working out and improving their bodies. Not only do steroids help people enhance their natural limits, but they can also act as an alternative pain reliever for joints and muscle spasms. Making steroids legal will not only allow users to continue transforming their bodies into their ideal shape but in addition, legalizing steroids will also make them safer to buy by avoiding a middle man who could potentially tamper with the product, and would also allow the government to make a profit by taxing a product that is in extremely high demand. Despite all the negative views on these supplements it actually has numerous benefits. The benefits that steroids offer to competitors in the bodybuilding world are plentiful.   Bodybuilders use anabolic steroids to build muscle mass, reduce fatigue and enhance performance, allowing many to perform tirelessly at the most physically demanding time of their training.   Not only can these drugs help a person become more aggressive at the gym, but also run faster and increase their endurance level to a higher capacity.   When coupled together in a cycle of doses, steroids make it possible to achieve amazing results that otherwise would have not been possible. Steroids thus seem to speed up the natural process of building muscles that happens with vigorous exercise. They are believed to produce this effect by blocking the breakdown of muscle tissue, which occurs in straining exercise. Instead the chemical balance of the muscles is altered and muscle tissue growth increases. In addition steroids also improve the use of the proteins in foods using their amino acids as building blocks for new muscle tissue (Silverstein, 35). There are two main steroids out in the market help improve someones body image. First they can help slim down a person so that they have no fat and become what people consider ripped. In addition, they can also help increase the weight and mass of a user by substantial gains. With the two different ways of receiving steroids, either by pills or injections, ones options are plentiful. As people begin to look into the benefits of steroids they wish to be able to access these gains but there is one problem that stops them from getting the results that they wish for. This one little detail is the fact that steroids are illegal and that to obtain them you have to get them in illegal ways or under the counter. Under the counter refers to getting a product, in this case steroids, through the black market without a prescription or in other words illegally. In most cases if you really wanted a steroid, buying from under the counter is not a problem. However, in actuality, there are a lot of black holes that can leave many mysteries on what you are really getting. Meaning that in some cases you may have to buy steroids from a dealer that you dont know, and what you are receiving may not be the real thing. It is possible that what you are paying for can be something even more dangerous or completely harmless. In some cases you dealers could sell you what is known as a sugar pill and cause the placebo effect, which results in your mind believing that youre getting gains but in reality you have just tricked your body in what to believe. If the government would make steroids legal, they would be able to regulate and control what a person is buying and guarantee that the product someone receives is in fact a real steroid and not just a regular sugar pill or serum or something more harmful. This would make the buyer feel more confident in their purchase by knowing that it is safe to use and that they are doing it legally. Not only will this make the consumer feel more secure on what they are buying and ingesting, but it would also make it possible for the government to tax steroids, so everybody wins. The most popular perspective on steroids is what has been said again and again for years; that the use of them increases muscle size and mass beyond belief but that they are harmful and bad for ones body and can have negative effects in the long run. However, what people do not know is that steroids can be extremely beneficial to health patients who are in dire need of medical help. The benefits of steroids are not limited to athletes and bodybuilders but also to medical patients. Some medical treatments that use steroids as a major stimulate throughout the recovery process are: Extensive treatment of various forms of cancer and other muscle deteriorating diseases, treatment of Bells palsy and facial paralysis attacks, treatment of Alzheimers Disease, treatment of hormonal disorders, asthma and kidney problems(Lukas,47). Other cases where steroids are used in medical treatment is for testicular cancer patients that often require the removal of the testes in men. After surgery, these men are prescribed oral anabolic steroids to replace the testosterone that their bodies are no longer able to naturally produce. This maintains their secondary sexual characteristics. In other cases anabolic steroids in high doses are given to transsexual women who wish to be permanently masculinized. Even though steroids are used to help benefit people in the medical sense, this helps shows how they are not all bad and that they are beneficial and can help solve many problems. In addition, the medical uses show that the many positives outweigh the negatives of what people believe might happen when taking steroids. Steroid is a word that we all know is bad with no good coming from it. A drug that has killed many men and destroyed many homes, lives and bodies. A cheap way to build a quick body that a true body builder took five years to get and an abuser can form in 1-2 years with the help of steroids. People inject like it doesnt matter what their putting in their body and they dont care what the side effects are. It doesnt matter how quick you want to hit the high level on bench or what you think your gains will be but in the long run you will end up killing every single organ in your body and in the end have your body just shut down on you. People think that the side effects will not affect them. That they take too much care of themselves and carefully watch how much dosage they take. But it doesnt matter. In the end, the side effects of these potentially deadly drugs will be devastating. Some of the most common side effects that may occur is the destruction of your muscles, this is due to th e fact that you are gaining so much mass and strength that you biceps and tendon cant keep up and thus basically explode after all the buildup of mass. Another negative effect of steroids includes impairment of the immune system. Unfortunately most users and even doctors are not able to detect this happening in the users body until after the cycle is over. For all people involved in body building or any sport for that matter, its critical to your success to protect your immune system but steroids help shut down your system. The effects of steroids will in the end help cause more pain than anything and are not worth the effort and money to take. This all may be true about steroids. That there are side effects devastating to the body but like everything if you use and abuse of course there will be terrible side effects. Every product you can possible get, can end up doing harmful things to you, from aspirin to cell phones. Just look at the typical cell phones, it has been proven that if you over use your cell phone and abuse it, it can cause brain tumors and health issues. If you understand how to take the right amount of dosage of steroids and properly alternate cycles, then it is very rare to obtain theses side effects. Like everything, when you dont use and abuse you will be fine. Everything in life has its limits and the people who abuse steroids are the ones who set the stereotypical image of steroid users and give it a bad reputation. Steroids in some opinions should stay illegal and in the sports sense they should, but when it comes in term of the recreational use the government should legalize steroids so that it would be possible to purchase them. In doing this, it would make it safer and better for the user to obtain steroids without the need of second guessing them self if what they are buying is really a true steroid. Along with all the benefits that come from steroids such as users who wish to reach past their natural limits, and the fact that doctors use steroids for medical reasons, shows that it is safe and useful and cannot cause extremely bad effects. It isnt about how you over use steroids, its how you use them to benefit you and hopefully one day the government will legalize this supplement so that it is possible for any person to use them.

A Look Into Mechanical Engineering Essay example -- Careers, personal n

The career that I am going to pursue is Mechanical Engineering. The reason why I chose this is because ever since i was little i was always interested in building little cars. I begged by parents to buy me Legos so i could create what ever came to my head. Even there are many types of engineering i want to be the engineer that designs cars. History of Mechanical Engineering The history of mechanical engineering is very broad and dates back to ancient times. In ancient Greece, the works of Archimedes which he had designed ships and invented the Archimedes screw which is still used today ("Wikipedia"). The reason that mechanical engineering dates back so long is that people have a natural tendency to make things better then what it is now to make work more efficient and easier. In the process of making things easier some people come along and make a huge invention that influences others to invent and expand. It is known that the greatest nations throughout history in the world have made the best engineers and inventors. To have engineering and inventing grow in a nation there is one key component. A nation's agriculture has to prosper in order for the growth of better technology, for example the Aztecs in Mexico were technological superior to any other nation in the ancient Americas for the soul purpose that they can focus better on technology instead of hunger. Now in today's world we really don't need our agriculture to prosper in order for our technology to get better because it is funded by the government. Mechanical engineering also is required by war. War is the fuel that drives nations to defend themselves and in order to do this you need engineers to make better weapons and transportation. As with most other techn... ..."100 Years of Improvement?." Daily Fuel Economy Tip. N.p., March 25, 2008. Web. 12 Mar 2010. . Varassi, John. "ASME Releases Report on Future Trends in Mechanical Engineering." ASME.ORG. ASME News Online, Aug. 12, 2008 . Web. 12 Mar 2010. . "Engineers." Bureau of Labor Statistics. United States Department of Labor, December 17, 2009. Web. 12 Mar 2010. . Harmon, Liz. "Mechanical Engineering." Graduating Engineer. Alloy Education, n.d. Web. 12 Mar 2010. . "Mechanical Engineering." Wikipeida. Wikipeida, n.d. Web. 13 Mar 2010. .

Advertising to Youth

In the ever expanding world of consumerism and advertising, companies are constantly looking for new ways to sell their products to youth by making their commercials and campaigns more memorable than the competition; thus having to reinvent themselves. The youth generation has become the prime target because they have more spending power than ever before; because of more disposabel income, and increased avenues at their disposal in which to spend their money. Therefore companies spend an enormous amount of money on advertisement to ensure popularity and early brand loyalty.In the last decade, these superbrands are looking towards new and outrageous ways to capture young audiences, although these campaigns are appealing, how effective are they? This essay is meant to demonstrate how companies are reinventing themselves, whether their efforts are effective, and what possible implications these actions may have on youth during their teenage years, when they may be the most impressionabl e. As mentioned earlier, youth are incredibly important to the international market, in â€Å"The Advertising Age†, Jeff Jensen mentions that in todays youth market â€Å"Selling out is not only accepted, it’s considered hip† (Klein, pg. 5) Corporate sponsorships have become a regular occurrence, as a conglomerates advertise during large sport events, concerts and or even host entire contests . This provides for a perfect channel of penetration to a large amount of youth as they are usually key observers of these types of events. An example of this would be the how McDonald’s was a sponser of the Vancouver Olympic Winter Games. Throughout the two week duration of the games, McDonald’s sponsorship was seen everywhere, which was ironic considering that most food offered at McDonald’s is high in fat and cholesterol.Regardless of the facts, the company promoted themselves as a product of healthy active living by having athletes endorse their pro ducts. An earlier campaign featured pop icon Justin Timberlake collaborating with the Golden Arches, and creating the slogan and jingle â€Å"Im Lovin It†, which later furthered his own music career. The use of music to attract attention to a product has become a new advertising trend among numerous companies because it allows the organization to appear in tune with youth culture by using familiar songs, or artists to identify with the brand.A revolutionary effort made by automobile manufacturers such as Audi, Ford, Honda, and BMW has changed brand image by creating brand loyalty among â€Å"a whole new generation† and â€Å"chasing young buyers. † (Halliday, 16) In the case of Audi, they sponsored David Bowie’s concert, and asked fans to collaborate two of his hit songs for their next campaign; the winner would win a brand new Audi TT coupe. â€Å"The target for the contest [was] skewe[ed] to 20-something consumers, younger than Audi's traditional audie nce in their late 30s to early 50s† (Halliday, 16) As for BMW, their angle for targeting youth aged 15-30 years old was similarly clever.They sponsored young go-cart drivers by providing them with scholarships to race for BMW Formula USA professionally, not only helping build the winners careers, but have their new target audience identify with the drivers and therefore, the brand. In the past, luxury vehicles such as BMW and Audi were mostly marketed towards baby boomers, but marketers are starting to realize the market value of advertising to youth approaching an age when they start deciding what car they should identify with. This creates brand loyalty at an early age, that will hopefully generate sales for the companies later on.The above are all examples of how to secure brand loyalty among youth at an early age. Although the campaigns are ingenious marketing strategies, the repercussions may be serious. In the case of McDonald’s, there are some serious ethical iss ues centered around the fact that a restaurant that sells junk food is promoting itself as an alternative to a healthy lifestyle. Although they do offer â€Å"healthier† choices on their menu, their campaign during the Olympics featured the slogan â€Å"you don’t have to be an athlete to eat like one† featuring athletes like Patrick Chan eating a burger.These types of commercials tend to be misleading to young viewers to believe that athletes actually eat fast food. Even viewers that are aware McDonald’s is not a healthy choice might be more likely to purchase from the restaurant because of the constant advertising, and incentives such as official Olympic paraphernalia. The effect of the campaign was very successful, as McDonald’s generated a sales profit of 4. 8 percent worldwide higher than last February, with a predicted increased of 4 percent. In retrospect, luxury automobile makers advertising to youth may be a seemingly harmless alternative t o gaining future customers.But on closer inspection, the problem may lie deeper. By luxury models creating brand loyalty so early one, it gives the impression that any person can own an Audi or BMW, when in fact that is not the case. Many people will never be able to afford this type of vehicle, but by instilling a desire so early on, may cause some to live beyond their means, meaning going into debt to own an Audi, and have a false sense of accomplishment. On the other hand, a teen may desire these cars, and dedicate themselves to working hard so that one day they be able to afford one.There is no way to tell whether this will have a positive or negative effect of the consumer, as the campaign is only a start to the reinvention of two brands that have for many decades been deemed as appropriate for middle-aged adults. During the era of Old Hollywood, product placement was a small part of the movie making business, as corporate products were secondary to the script and story line. I n today’s conglomerate controlled society, advertisement becomes the main form of funding for a motion picture, thus in some cases controlling the whole integrity of the film.On television, certain shows are created around the product itself, and cleverly manipulated through repetition to instigate desire in the product. The prominence of this type of product placement is clearly visible in television and movie programming that is targeted at youth. An example is â€Å"America’s Next Top Model,† the corporate sponsor of the show is Cover Girl Cosmetics. The whole show is built around using the products, advertising them in the photo shoot campaigns, and again repeating the brand at the end during the elimination ceremony.The brand describes itself as youthful and fresh, the perfect brand for young girls. The models in the reality show all strive to win $100,000 contract with Cover Girl. Needless to say, this has been an incredibly well executed advertising campa ign, and it is endorsed by supermodel Tyra Banks, and is viewed by millions of young girls around the world. Last year Cover Girl’s revenue was US 79. 03 billion dollars. Even if only a smart per cent of young women buy the cosmetics because of the show, it is still a fantastic investment in advertising for the company.Many movies are following in the same trend by shamelessly centering their scripts around product placement, in some cases making it the focus of the entire movie. One extreme example in the satire comedy â€Å"Talladega Nights† starring Will Farrel. The film focuses around the advertisement of Nascar, Wonderbread, Old Spice, Perrier, Taco Bell, Kentucky Fried Chicken, and Applebees to name a few. The viewer is so overwhelmed by the amount of corporate sponsors, that they may fail to recognize that there is no true story line.This movie is meant for a young audience as it is filled with outrageously inappropriate and immature humor that ironically identi fies the fact that the movie is filled with product placement. This is a brilliant way to advertise numerous products because the movie does not deny the fact, which makes it almost acceptable to the audience because of the recognition of the fact. Shortly after the movie aired, Wonderbread started a new savvy campaign of their own, introducing a new whole wheat version of their bread that catered to children.There is no doubt that Wonderbread became the face of â€Å"Talladega Nights† and thus unforgettable. In the fight for youth audiences, companies are now spending millions of dollars on market research in the mission of finding out what is â€Å"trendy† and â€Å"cool. † In her article Niomi Klein identifies a different approach to researching the youth generation. â€Å"Cool Hunters: The legal stalkers of youth culture† (Klein, pg. 72) are used to investigate teenagers by large corporations into order to stay current within their advertising and pro ducts. Armed with their change agents and cool hunters, the superbrands become the perennial teenage followers, trailing the scent of cool wherever it led† (Klein, pg. 73) that brings reinvention to a whole new level. These marketers usually focus towards the ghettos of large cities, where subcultures start because of lack of money; these youth are forced to use their creativity to standout and build a self image against the status quo. Corporations such as Nike recognize trends in these communities, and use it towards the advent of a new campaign and line of clothing or shoes.The irony is that this trend is catered to suburban youth fabricated to look like the youth from the ghettos because â€Å"very often the most exciting outfits are from the poorest people. † (Klein, pg. 73) Wherever there is a new trend emerging, the superbrands will find some way to materialize it for their own profit. This creates a problem of originality as â€Å"no space has been left unbrand ed. † (Klein, 73) Youth may find it difficult to create an outstanding and alternative image for themselves that does not represent mass consumerism.There is also some ethical problems with this marketing trend as this could be seen as a new form of pirating ideas, and the compromising of privacy of the youth targeted in the ghettos. The trend of hip hop influence has spread to other companies such as Reebok, Tommy Hilfiger and even Levi’s as they use celebrity endorsements like 50 Cent, Puff Daddy and Jay-Z to further sell their reinvented brand images. In another effort to stand out and make a commercial unforgettable, some companies are going to extreme measures to create edgier content that abandons the use of musical inspired content, and uses shocking images in its place.One such company is Airwalk shoes which used body dismemberment and overflowing toilets as humor to create an â€Å"uncensored voice of the counterculture. † (Jensen, pg. 31) This campaign came into light after the success of dirty humor movies such as â€Å"There’s Something About Mary† and â€Å"Monty Python†. The first commercial hows an Airwalk consumer being chased by an angry motorist; and ends up losses some limbs in the process. After the ordeal is over, the loyal customer finds one of his dismemebered legs in order to get his Airwalk shoe back.The second commercial titled â€Å"Titanic† illustrated a young man sitting on the toilet which starts to overflow, and he does everything to keep his Airwalk shoes from getting wet. The approach of the outrageous was aimed to be more â€Å"viral†, by using the shocking images to gain more media placement among ESPN, MTV, and Much Music. The spokesperson for Airwalk was quoted saying â€Å"It won't be enough to just carpet-bomb consumers with your brand name [†¦ ] a brand better be compelling enough that consumers covet it. † (Jensen, pg. 1) The campaign was aimed towards a niche target audience of teenaged skateboarders that would appreciate the dirty humor, as they were thought to be as fearless and out-going as were the new 4 million dollar advertisements. Although they probably appealed to many young people, it most likely offended other viewers with the gut-wrenching content. This interesting approach could either work in favor of the company or against it; but by using such explicit humor may prove to be very limiting, as it may only appeal to a small audience, not generating as many sales.In the end, the campaign proved to be too extreme for MTV which asked the company to tone down the dismemberment approach. After reviewing just a few modes of advertisement towards youth, the question of how this effects them during their reflective years, leading into adulthood. In a review of cognitive studies done on youth ages 11-16 years old â€Å"had still not acquired an understanding of persuasive intent on a par with adult levels† (Nairn & Fine , pg. 449-450) Thus these children were not able to identify clearly that companies were advertising to them in order to sell a product.This makes it very dangerous because teenagers may start forming habits of consumption before they are able to identify them completely leading to the onset of the mass consumerism attitude. Children around the aged of 12 â€Å"do not show the expected increase in resistance to advertising† (Nairn & Fine, pg. 450), making them an easy target for brand loyalty and preference for corporations. Consequently, a child shown a movie clip introducing a brand would be more likely to choose that brand after seeing it; this was concluded by a study done by Auty and Lewis in the Psychology of Marketing.In light of this information, the ethical issues surrounding advertising to children and youth should be taken under great consideration. By possibly limiting the amount of commercials during youth programming would have a positive effect of limiting the effects of mass consumer culture. But in contrast, much of the programming aired for youth is sponsored by large corporations, and if commercials are cut down, so is the funding. Not only may advertising effect the future consumer practices of youth, but it also may effect their morals and values.Seeing crude material such as the Airwalk commercials may have some influence in their tolerance for such humor, and may make it acceptable in their eyes. Images of sexually explicit content may also have the same repercussions towards behavior as well as self image. In shows like â€Å"America’s Next Top Model†, the girls are portrayed as perfect because they are thin; youth may aspire to such ideals which may cause a negative self image towards themselves and others. Advertising is a powerful tool for many corporations, and they will constantly looking for new and exciting ways to capture the attention of youth.There numerous methods that make advertising almost inescapable. Every area of the environment becomes a commodity as advertising can be found on the floors and ceilings of buses, internet sites, and even in washrooms stalls. But what the youth of today have is more information at their disposal that they can use to combat large corporations, and be able to identify what these companies are doing. They can use this information to generate their own income by using sites like YouTube, or use what they know against the corporations to ban advertising to young children.