The Basics of Aramid Fiber, Polymer Reinforcing Fiber

Aramid fiber is the generic name of a group of synthetic fibers. The fibers offer a set of properties which make them particularly useful in armor, clothing and a wide range of other applications. The most commonly known commercial brand is Kevlarâ„ ¢, but there others such as Twaronâ„ ¢ and Nomexâ„ ¢ in the same broad family. History Aramids have evolved out of research which stretches back to nylon and polyester. The family is known as aromatic polyamides. Nomex was developed in the early 1960’s and its properties led to wide use in protective clothing, insulation and as a replacement for asbestos. Further research with this meta-aramid led to the fiber we now know as Kevlar. Kevlar and Twaron are para-aramids. Kevlar was developed and trademarked by DuPont and became commercially available in 1973. 2011 worldwide production of Aramids was well over 60,000 tons, and demand is growing steadily as production scales up, costs fall and applications broaden. Properties The chemical structure of the chain molecules is such that the bonds are aligned (for the most part) along the fiber axis, giving them outstanding strength, flexibility and abrasion tolerance. With outstanding resistance to heat and low flammability, they are unusual in that they do not melt – they merely start to degrade (at about 500 degrees Centigrade). They also have very low electrical conductivity making them ideal electrical insulators. With high resistance to organic solvents, the all-around ‘inert’ aspects of these materials offer outstanding versatility for a huge range of applications. The only blot on their horizons is that they are sensitive to UV, acids, and salts. They build static electricity too unless they are specially treated. The outstanding properties which these fibers enjoy provide advantages which make them ideal for a wide range of applications. However, with any composite material, it is important to take care in  handling  and processing. Using gloves, masks, etc. is advisable. Applications Kevlar’s original use was for car tire reinforcement, where the technology still dominates, but in transport, the fibers are used as a replacement for asbestos – for example in brake linings. Probably the most widely known application is in body armor, but other protective uses include fireproof suits for firefighters, helmets, and gloves. Their high strength/weight ratio makes them attractive for use as reinforcing (for example in composite materials particularly where flexing tolerance is important, such as aircraft wings). In construction, we have fiber-reinforced concrete and thermoplastic pipes. Corrosion is a major problem for expensive undersea pipelines in the oil industry, and thermoplastic pipe technology was developed to prolong pipeline life and reduce maintenance costs. Their low stretch properties (typically 3.5% at break), high strength and abrasion resistance make aramid fibers ideal for ropes and cables, and they are even used for mooring ships. In the sporting arena, bowstrings, tennis racquet strings, hockey sticks, skis and running shoes are some of the application areas for these outstanding fibers, with sailors enjoying the benefits of aramid-reinforced hulls, aramid lines and Kevlar wear-patches on their elbows, knees, and rears! Even in the music world aramid fibers are making themselves heard as instrument reeds and drumheads, with the sound being relayed through aramid-fiber loudspeaker cones. The Future New applications are being announced regularly, for example, a high-performance protective coating for harsh environments which embeds Kevlar fibers in an ester. This is ideal for coating new steel pipelines – for example in utilities where water pipes may bury underground and budgets do not permit the more expensive thermoplastic alternatives. With improved epoxies and other resins being introduced on a regular basis and given the continuous scaling up in worldwide production of aramids in many forms (fiber, pulp, powder, chopped fiber and woven mat) the increased use of the material is guaranteed both in its raw form and in composites.

Biological Determinism And Social And Economic Differences...

Question 1. Biological determinism as stated by Gould, states â€Å"that shared behavioral norms, and the social and economic differences between human groups-primarily races, classes, and sexes-arise from inherited, inborn distinctions and that society, in this sense, is an accurate reflection of biology† (Gould, p.52). He explains this idea further through his explanation of how biological determinism can be measured or assigned based on the craniometry, which is the size of the skull, for at the time it was believed that the larger the skull, the more intelligent that individual was. This explanation became one of the earliest works connected to scientific racism. Gould, believed that during this time many scientists used their own prejudices, and bias’s when concluding their research, such as the work of French anthropologist, Paul Broca, who stated that â€Å"the small brains of women† concluded that men were to be regarded as more intelligent, as well as, a bove women, however, although women did prove this prejudice to be wrong with â€Å"their talents and their diplomas†, they were still â€Å"opposed by numbers† (Gould, p. 58). â€Å"Biological determinism is, in its essence, a theory of limits† for it states that people who are at the bottom are basically biologically inferior, which is reflected in their social status (Gould, p. 60). Both Darwin and Mendel contributed to biological determinism and scientific racism, is that both opened the doors to new anthropological scientificShow MoreRelatedBiological Determinism, Subculture Crime And Conflict Theories1652 Words   |  7 Pagescrime which culminated in his conviction for murder are; biological determinism, ecological determinism, subculture crime and conflict theories. Biological determinism One of the best known application of biological determinism in relation to crime is from Cesare Lombroso who â€Å"Viewed criminals as suffering from a depravity caused by an atavistic reversion:† In other words, through a regression to the early form of life found in Humans ape-like ancestors. â€Å"Lombroso believed that if a person hadRead MoreWhat Are The Four Primary Types Of Human Adaptation?1685 Words   |  7 PagesChapter 1. 4. What are the four primary types of human adaptation? Why has their interrelationship been particularly important for the human species? Anthropology recognizes four primary types of human adaptation: genetic change, developmental adjustment, acclimatization and cultural adaptation. Individuals may develop a successful adaptation with the help of biological evolution. i.e. genetic change, that is caused by the constant environmental stress, experienced by many generations. It is a well-knownRead MoreGender Equality Is a Myth3679 Words   |  15 Pagesillustrate that the differences that continue to exist between men and women are only socially, and culturally fabricated. The great enemy of truth is very often not the lie --deliberate, contrived and dishonest --- but the myth --persistent, persuasive and unrealistic. (John F. Kennedy) The usage of gender The general usage of the term gender is relatively new. It increasingly became a buzz word in the late 1960s and 1970s, and became fashionable in professional disciplines such as the social sciences.Read MoreEssay about Does History Have an End?1045 Words   |  5 P agesinherited from his philosophical father, Hegel, the idea of historical progress (.a href=http://www.gradesaver.com/ClassicNotes/Authors/about_karl_marx.htmlhttp://www.gradesaver.com/ClassicNotes/Authors/about_karl_marx.html/a). Both believed that human history unfolds according to a distinct series of historical stages, each following the other. These stages ultimately lead to a prearranged Utopian endpoint, after which there will be no more change and an end to history. Unlike Hegel, though, MarxRead MoreSexual Orientation : Sex And Gender1783 Words   |  8 Pagesdemonstrate that other cultures conceptualize human sexual desires in ways different from ours. They might point out that homosexuality takes many different forms in different cultures or that many cultures lack anything like our categories of sexual orientation. The existence of a wide range of cultural variation is supposed to show that sexual orientations do not exist in other cultures and thus that it is a mistak e to think sexual orientations are natural human kinds. The argument from cultural variationRead MoreA Male Dominant Society1816 Words   |  7 Pagesreference to Autocratic rule by the male of a family or a group, however in modern times the term is used in reference to a social system where the adult male is in the position of power in the family and the role of the women is just to support the decisions of the male (Gordon 1996). Over the years different theories and perspectives have been used to evaluate the system of patriarchy, these theories provide different perspectives on the social understanding of this system. Feminist Theory When seenRead MoreQuestions On Meeting On Monday2681 Words   |  11 Pages spatial organization, and regional distributions.† (Heckenberger, PG 324). Heckenberger makes it clear that despite the diversity of the Xinguanos due to their permeable spatial boundaries, there is a distinct connection that links to the Arawak groups through the regional cultures (Heckenberger, PG 49). The Arawak diaspora ultimately began in the Xingu basin, and as it spread outwards, it culturally shaped the Xinguanos. 2A. According to Heckenberger, how long has the society he is analyzingRead MoreThe Discipline Of Cultural Anthropology3459 Words   |  14 Pagescultural anthropology falls into the idea that culture everywhere is our lives impacts every aspect of our human lives. â€Å"Anthropology is the scientific study of human beings-that is, human creature viewed in the abstract: male, female, all colors and shapes, pre-historic, ancient, and modern. Many cultural anthropologists come to believe that the idea of our past and present societies, from the social and cultural structure of them, to the religion and language, as well as the symbols of that society allRead MoreHow do Differential Association Theories best Demonstrate that Criminal Behaviour is a ‘Learned Behaviour’1007 Words   |  5 Pagescontribution to criminology, similar in importance to strain theory and social control theory. These theories all explain deviance in terms of the individual’s social relatio nship. Sutherland’s theory make tracks from the pathological perspective and biological perspective by features the cause of crime to the social context of individuals. â€Å"He rejected biological determinism and the extreme individualism of psychiatry, as well as economic explanation of crime. His search for alternative understanding ofRead MoreThe Fairness And Lack Of Fairness1634 Words   |  7 Pagesis about fairness, making sure all people get access and chances to the same opportunities. This is because many of our differences, our pasts and our views can lead to a blockade of participation, singling certain people out. To ensure that equality is achieved it must first insure equity. Throughout many institutions of education social inequity has been shown through social class, race and ethnicity and gender. As of this many minorities and certain people have been caused to feel an unjust service

B. F. Skinner and Behavior Conditioning Free Essays

Behavior conditioning is viewed as a significant psychopathological influence that extends beyond the concept of psychoanalysis and sexual psychology. Burrhus Frederic Skinner (1904-1990) considers the concept of conditioning as comprehensive type of learning wherein behavioral changes are manipulated rather than intrinsically stimulated. According to the article of Moore (2002), behavior conditioning of Skinner gives rise to two primary components: (1) the biological foundation of behavior manipulation through hormonal systems and other physiologic relations (e. We will write a custom essay sample on B. F. Skinner and Behavior Conditioning or any similar topic only for you Order Now g. neurologic functioning, genetic relationships, etc. ), and (2) the occurrence of the behavioral event. Behavior conditioning is the indirect manipulation of activities in order to elicit a behavioral response or behavioral pattern. B. F. Skinner’s idea of behavior conditioning revolves in his concept of Operant Conditioning, which is a type of learning process wherein stimulation of behaviors illicit behavioral modifications. According to the article of O’Donohue and Plaud (1994), Skinner’s behavioral conditioning involves a mutual relationship between the strengthening and weakening effects rendered by environmental consequences. The mutual relationship between (1) reinforcement and (2) punishment is directed by a stimulus control. According to B. F. Skinner, â€Å"human behavior is not a simple machine-like product of a stimulus, but is something dynamic, changing and in flux, as the environment is in influx†. Behavior conditioning of B. F. Skinner, indeed, constitutes environmental reinforcements and punishments that set the behavioral trends of a human being. Discussion Behavioral Conditioning The psychological activities fostering behavior in an individual are said to be dynamic, ever changing and mutually linked with the external forces of the human environment. Skinner has observed early on that a large part of our behavior is not automatically elicited by an unconditioned stimulus. According to Moore (2002), the concept of behavioral conditioning is associated to the process of survival wherein a human being is directed to a specific pattern of behavior in order to foster adaptation towards the changing environment. Skinner’s operant conditioning can be viewed as a diverse behavioral process that evolves and influences the individual’s survival during its lifetime by facilitating the adaptation towards the environment (Moore, 2002). The consequence behavior is the result of the individual’s way of adaptation towards the environment. In the process of the individual’s adaptation, the â€Å"environment in turn acts back on the behavior and on the individual: both are changed as a result of reciprocal behavior-environment interchange (Skinner, 1953)†. According to Burgess (1997), Skinner’s idea of behavior conditioning comprises of three perceivable components that explain to the process of behavioral modification. These elements are (1) the inner activities of behavior, (2) nature of inner behavior, and (3) the role of the environment. Inner activities include the cognitive processes and activities (e. g. thinking, problem solving, decision-making, etc. ) that an individual performs prior to the adaptation of behavior. Meanwhile, the nature of inner behavior is assessed whether the individual’s behavioral change is due to the evolution of society or external environment (phylogenetic) or genetically acquired (ontogenetic). Lastly, the environment facilitates the learning atmosphere that reinforces the permanent change of behavior in the individual (Burgess, 1997). In application of this theoretical proposition, the behavioral transformation of 12-year old that initiates a bullying behavior at school is first established by an inner assessment of self and environment. The child analyzes the capacity of his strength over the others in the class, and then further internalizes the nature of his preferred action. Reinforcers of this behavior can either be other classmates influencing him to bully others or his intrinsic psychological desire to bully others. In a well-appropriate environment where the subject is regarded as the strongest, the chance of producing a bullying behavior to 12-year old boy is more likely (Burgess, 1997; O’ Donohue and Plaud 1994). As for the analysis above, behavior conditioning is therefore affected by three major components, namely (1) the inner self, (2) the environment and (3) the process of behavioral adaptation. However, according to Moore (2002), another contributing factor to consider is the biological foundation of behavior. In Moore’s (2002) argument derived from Skinner’s behavioral conditioning, the influence of hormonal and genetic compositions is another perspective of behavior modifications. â€Å"The science of behavior is concerned with behavior directly selected according to phylogenic contingencies, via inherited genetic mechanisms (Moore 2002)†. The contributions of genetics to causal behavioral events are said to be due to the sensitivity of nervous function to environmental stimulation. Skinner suggests that some behaviors dominating in an individual are not externally fostered, rather elicited only by the environment or other forms of reinforcements (Moore 2002). Components of Behavior Conditioning B. F. Skinner’s view of behavioral conditioning comprises of diverse factors, specifically (1) the material environment during the lifetime of the individual organism (Moore 2002), (2) inner activities and nature of a behavior – phylogenetic (Moore 2002; Burgess 1997), (3) the Gene-Behavior relationship (Moore 2002), and (4) the reciprocal behavior-environment interchange (O’ Donohue and Plaud 1994). In these four contributing factors of behavior conditioning, Skinner, in his operant conditioning, has proposed two essential balancing components: (1) positive reinforcements (rewards), and (2) negative reinforcements (punishments). Operant conditioning involves the functional relationships between behavior events and environmental events. Consequent behaviors can be demonstrated by systematic and controlled changes in the environment. To Skinner, â€Å"there are three-term contingency that exemplifies the relationship among antecedents, behavior and consequences. † Most activities that human beings perform socially provide the context for other people to react according to these activities in one way or another; thereby, initiating consequences of behavior. Such principle is also true in terms of physical environment through the presence of reinforcements, specifically reward systems and punishments. According to Skinner, â€Å"behavior is governed to some degree by reinforcement, which can be organized in endless variety of ways according to reinforcements and punishments. † In addition by Moore (2002), reinforcements largely depend on the environmental settings and the behavioral nature present in the individual. Negative and positive reinforcements act as the behavior leverages that manipulates an individual’s behavior. According to O’ Donohue and Plaud (1994), behavior conditioning and the basic elements of reinforcements and punishments are defined as the Law of Effect responsible for manipulating both desired and undesired behavioral practices. The main emphasis of behavior modification is to reinforce behaviors that are valuable, and negate those behavioral patterns that are not appropriate. In operant conditioning, the individual’s behavior operates on the environment and determines the occurrence of reinforcements as contingent to the behavioral conditioning. According to Moore (2002), reinforcements are interrelated to the individual’s survival and adaptation. â€Å"Operant conditioning occurs when the probability of a response in the presence of an antecedent stimulus increases because of the prior consequences of the response in the presence of the stimulus in question (Moore 2002)†. Skinner’s view of behavioral conditioning identifies covert, implicit or private events as contributing factors to the mutual relationship between stimuli and the influence on behavior response. Conclusion In conclusion of the study, B. F. Skinner in his idea of behavioral conditioning emphasizes behavior as a consequence of the relationship between environment and behavioral events. Conditioning behaviors is facilitated by manipulating the external reinforcements, specifically reward systems and/or punishments, derived from the different contributing factors. Behavior conditioning revolves in various contributing factors, namely (1) the inner and nature of behavior, (2) physical environment, (3) biochemical processes of behavior, and (4) reciprocal behavior-environment interchange. Consequent behaviors are product of the individual’s adaptation in his environment as a form of survival mechanism. References Jensen, R. , Burgess, H. (1997). Mythmaking: how introductory psychology texts present B. F. Skinner’s analysis of cognition. Journal of Psychological Record, 47, 221-227. Moore, J. (2002). Some Thoughts on the Relation between Behavior Analysis and Behavioral Neuroscience. Journal of Psychological Record, 52, 261-266. O’Donohue, W. , Plaud, J. (1994). The Conditioning of Human Sexual Arousal. Journal of Sexual Behavior, 23, 221-228. How to cite B. F. Skinner and Behavior Conditioning, Papers

Family Essay free essay sample

Bridge to Wiseman’s Cove – Freedom Essay by Callum Powell 8A The phrase to â€Å"set himself free† is used a lot throughout a bridge to Wiseman’s cove, whether it is to do with family issues or just common everyday tasks. Carl is constantly trying to let himself free and sometimes succeeds but other times doesn’t. Some examples are that if he’ll see his mother or every stop looking after his little brother Harley. Throughout â€Å"A bridge Wisemans cove† he goes through a mental journey facing evil family member (usually Beryl) and friends. An example of setting himself free is at the end of the novel where throughout the book where he has been looking after Harley, feeding him, caring for him and most importantly keeping him out of trouble. Such as when Harley is caught stealing from the local store, by the time he gets back to Aunt Beryl’s house she lashes out and threatens to kick Harley out but Carl intervenes and give Beryl some of the money that Sarah gave him earlier on in the book so that she can be kind to Harley. We will write a custom essay sample on Family Essay or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page So by the end of the book when Harley moves in with the Duncan’s. Carl feels a sense of relief and freedom, because he no longer has the responsibility for Harley and he no longer has to worry about him. â€Å"â€Å"When Beryl chains Harley up, Carl finds the courage to confront her at the bowls club where she has been all day playing the pokies. If you’d stayed with him, kept an eye on him, if you cared about him, he wouldn’t get into trouble. † This is another part of the book where Carl â€Å"sets himself free† he finally sets free how much he despises aunt Beryl, she has been mean and cruel to them and trying to find any reason to kick them out. So this is when Carl sets free how he feels and puts his foot down. Another example of setting himself free is also at the end of the book when Carl finds out that whilst on her way home from her ‘holiday’ Kerry died in a bus crash. â€Å"Carl Matt opened up too, letting go and feeling a freedom flood into him †¦ he knew at last that he was alive to feel it† (page 241) this moment was probably one of the biggest revelations for Carl as he finally felt the sense of freedom as he was always wondering when his mum would return or if she would return. So when he finally finds out that his mother had died of course he felt sad and depressed but at the same time he felt closure and freedom as he didn’t have to worry about her or didn’t have to always be thinking of if she will come and pick him up. This is a very important part of the novel as the premise of the book is based on family and love but Carl and Harley don’t have either all they have is each other so when they find out their mum is dead it hits them hard but also sets them free. One last example of letting himself free is whilst Carl is working at Skips barge. Because working on the barge helps Carl get away from all his troubles and more importantly the people that don’t accept him such as Beryl. Whilst working on the barge Carl finds the freedom to try a lot of new things. â€Å"You love that barge, don’t you, Carl? †¦You’re the best thing that could have happened. † Finally people were starting to notice Carl, then he had the freedom to show himself. Throughout the book he was shown as a very shy, lonely and awkward kid who didn’t know many people and didn’t really talk or try to communicate with them. â€Å"Carl shared in†¦the freedom of the bird itself. Elation, freedom. He felt them both† (page 158) in some sense Carl wished that he was the bird so that he could fly away from all of his problems ad just leave them all behind. Although Carl keeps working at the barge by the end of the book he still senses a feel of freedom being away from everyone and having somewhere just to relax and forget all of your troubles. To conclude Carl found many ways to find freedom whether it was mental or emotional freedom. The ways he exampled freedom in the text were standing up to Aunt Beryl for Harleys sack, working at the local barge and finally he having the freedom to stop worrying about is mother as he didn’t know she died on her way back home. So by the end of the novel Carl found the freedom for a lot of things and didn’t regret any of the decisions he made.

All Quiet On The Western Front Essays (539 words) -

All Quiet On The Western Front "All Quiet on the Western Front" was written in a first person style. The story was told by Paul Bamer, a nineteen year old student, convinced to enlist with the German army by his schoolmaster, Kantorek. Along with many of his friends from school, he is trained under Corporal Himmelstoss, a strictly disciplined commander who dislikes Paul because of his "defiance." When sent to the front, Paul, along with his other friends, made new friendships that would last throughout time. His newly made friend/commander, was a man named Stanislaus Katczinsky. As a man of forty years of age he was an wise old man as well as a friend to the young eighteen and nineteen year old recruits. After visiting the front for long stretches Paul is given fourteen days of leave where he can visit his ill mother at his own home. After this leave he is sent back to training and then back to the front. His trip is lengthened when he discovers that his unit has been reassigned to another area. Finding his unit, he reunites with his friends and joins up with them again in the war efforts. While searching in "no man's land," Paul is confined to a shell hole for a long night. During this night a French soldier falls in the hole and Paul stabs him. The hours to come are very hard for Paul as he comforts and waits for the Englishman to die. Paul's group has a stroke of luck when they were assigned to defend a village. Since no inhabitants were left they were able to go through the houses to take and use whatever they wanted. This luck, however, did not last forever. One day the French came and began shelling the village. While evacuating Paul and his friend Albert Kropp were injured by gunshot wounds. They were bandaged up and sent on a train back home. This ride home took a turn. When Kropp got a fever he was scheduled to be dropped off at the next stop. In order for Paul to stay with his friend, he had to convince the nurse that he also was sick from infection. After being dropped off they were taken to a Catholic hospital to be treated. After a few weeks Kropp's leg is overcome with infection and is amputated at the thigh. After a few more weeks Paul and Kropp parted, Paul going back to the war and Kropp going home. Returning to the front was hard for Paul. The days were getting cold and one by one he watched his friends die. The hardest loss was that of Kat. After Kat had been shot, Paul had to carry Kat to the nearest dressing station a few miles away. Stopping every few minutes to rest, Paul frequently checked to make sure that Kat, even with his injury, was ok. When at last Paul reached the dressing station the nurse told him that Kat was dead. When Paul checked again a small shell fragment had just penetrated that back of Kat's head. He was still even warm. Kat was the last of Paul's friends to die in the war. Then, in October of 1918, Paul finally fell. The book describes his death as, "...his face had an expression of calm, as though almost glad the end had come." The war ended the next month.

How Does Baz Luhrmann Create Atmosphere in the Opening Sequence of William Shakespeares Romeo and Juliet Essays

How Does Baz Luhrmann Create Atmosphere in the Opening Sequence of William Shakespeares Romeo and Juliet Essays How Does Baz Luhrmann Create Atmosphere in the Opening Sequence of William Shakespeares Romeo and Juliet Paper How Does Baz Luhrmann Create Atmosphere in the Opening Sequence of William Shakespeares Romeo and Juliet Paper Essay Topic: Film The opening sequence of a film is very important as it sets the tone for the rest of the film. Baz Luhrmann modernises Shakespeares 1595 classic tragic love story by using atmosphere such as the fonts he uses and the background music. The opening of a film introduces the director, and what his style is, it gives the director a chance to be creative and experiment with different sound effects and lighting. The first minute and a half of the film is the opening sequence. It gives you an idea of what genre it is going to be, Luhrmann creates his own category of Romantic drama, it shows you that its going to be a romance film because of the language it uses Star crossd lovers and drama by using take their lives, the opening sequence of this film shows the audience that its going to be action packed. Luhrmann uses guns and gang violence to connect with the audience and draw them in. You dont see Romeo or Juliet in the opening sequence of the film to build up the suspense, of how they will be introduced. The first scene we come to is a black screen with an old fashioned television this tells the audience that although its modern, they are still using old things to keep the essence of the play there. The black background suggests that its going to be quite a mysterious film with a lot of death in it because black is dark and when people mourn they wear black. The TV screen is snow screen and fuzzy which may suggest chaos and mayhem to some viewers. The second scene, the TV clicks on, Luhrmann presents the prologue as a news bulletin that gives the events a feeling of urgency of an on-the-spot news report. The news broadcaster has replaced Shakespeares chorus for a modern audience. The news broadcaster reading is diagetic sound because it is in the film, and if you were in the scene, you would hear it. The tone she speaks in is quite deep and serious, suggesting that something bad has happened. Luhrmann emphasizes the setting as the prologue ends, and you hear a rumble, this is non-diagetic sound because if you were in that scene, you wouldnt hear it, it is added in as a sound effect. The camera zooms forward to scenes of Verona, this is the third scene, this scene uses non-diagetic sound with the choral music which is in sync with the flashing and zooming camera movements and angles. It uses mainly non-diagetic sound; it has a camera zooming in sound as the camera actually zooms into an extreme close up of the Jesus statue. The modern font used represents the modern way Luhrmann has represented the classic play. The camera movements and camera angles used in this scene is a long shot which zooms into an extreme close up. The fourth scene is a close up of the Jesus statue, this is the second time we see this statue in the space of 30 seconds, and this suggests that things in the film are going to be quite rushed, showing that its going to be quite chaotic. The words In fair Verona makes it seem glamorous, but Luhrmann presents Verona as a modern city, dominated by scenes of urban violence. Again Luhrmann presents a chaotic urban world familiar to a 21st -century cinema audience. The fifth scene moves from the fourth scene by a camera zoom. It shows a crane shot, of the two familys skyscrapers, and the statue of Jesus in the middle of them, this shows that they both have one thing in common that joins them, their religion. The left skyscraper is the Capulets skyscraper, their logo is the head of a bear, bears are vicious animals and travel in packs, they will do anything to protect their cubs, this shows that the Capulet family is a very close family, and will do anything to protect each other, even if it means murder. On the left hand side of the Capulet skyscraper, is a block of apartments that look quite run-down, on the block, there is an advertisement for Montague. This shows that they are in competition, and in front of the apartment block, is a big billboard, the word Lamour is written in coca-cola font. Lamour is French for love. Verona beach is in Italy, but the film is set in America, and there is a French sign, this could be to do with the immigration to America at the time. On the right hand side of the Jesus statue is the Montague skyscraper, this is a lot more modern than the Capulet, and their logo is three hexagons, put together to look like a bees honeycomb, bees travel in swarms, and this shows that this family too is very close to one another, In front and just to the right of the skyscraper is an old building, there is an advertisement on it that says Capulet, this shows the rivalry between the two families. The Montague logo is a lot more modern than the Capulet; this is Baz Luhrmanns way of linking the old play, and the modern film together. The sixth scene is an extreme close-up of a Verona beach police car, the police car doesnt look like the police cars today so this shows us again, the play being brought into the film, not only through speech, but by using props that are associated with that time era. The camera movement is called tracking, this is where the camera follows or tracks the object, in this case a police car, and then switches to the next scene. Through all these scenes, the choral religious music is still played. The seventh scene is in three parts, the camera flashes quickly between three different images, the first is a picture of the two families, the second is the statue of Jesus, and the third is an image of the city, focusing on the two family skyscrapers. Camera angles used in this scene are crane shot, panning shot, and extreme close-up. The next scene is a crane shot of a police helicopter, standing in the open doorway of it, is a policeman in full body gear, and a gun in his hand. This shows even more violence. This scene uses diagetic sound by using the helicopter blades. The choral music is still playing throughout these scenes. The camera movement used in this scene is tracking, the camera is following the helicopter, and then again, it flicks to the next scene. This builds up tension in the scene by using the choral music; it is quite a high and dramatic sounding track so it goes with the theme of Romeo and Juliet. The ninth scene is a mid-shot and a crane shot, it shows a man being forced down onto a mattress by police officers, the mattress is grubby looking and dirty, and the floor around him is covered in rubbish, this shows that Verona beach is not a glamorous place, and is far from it. Some of the police officers have guns in their hands, and one of them pulls his handcuffs out. This creates a violent and disturbing atmosphere, not all of the people who live in Verona are a Montague or Capulet, so why dont they leave Verona? They might want to stay because of the atmosphere it creates, it thrills them, and everyday would be exciting. The next scene is the tenth, it uses a mid-shot of the family trees, which are faded in front of the skyscrapers, the family trees set on fire, and the choral music fades. The prologue that the news broadcaster read out is then repeated by a male narrator. When he says Take their life it is in an older fashioned font, thet looks like a crucifix This creates a religious atmosphere, leading us to believe that maybe religion is the only thing these families have in common, and religion is the only thing stopping them killing each other. This religious atmosphere tells us that the film will have a lot of quotes from the bible and a lot of Christian sayings. Luhrmann presents Verona as a modern city, dominated by scenes of urban violence. Aerial shots move across the cityscape as police cars and helicopters dart about, and casualties are scattered across the ground. Watching them is an enormous statue of Jesus, suggesting that the families are very religious; this is backed up by the choral religious music. These opening shots of a city divided by violence sets the scene and atmosphere for the eventual action of the film. The diagetic and non-diagetic sound, camera angles, camera movements and fast editing that Baz Luhrman uses creates a dramatic romantic atmosphere in the opening sequence. This dramatic opening draws in the more modern youths as an audience and builds up suspense for the action ahead.

Dust storms Research Paper Example | Topics and Well Written Essays - 1250 words

Dust storms - Research Paper Example On the other hand, global warming is also playing a vital role in heating up the world terrain to a high extent through deforestation and discharging of industrial elements, where the climate and the environment has come under a major catastrophe. The environmental hazards and the natural disasters have covered the whole world along with the entire populace, civilizations and ecosystems with its drastic effects, that includes â€Å"dust storms, windstorms, sea storms, tornadoes, earthquakes, flood, volcanic eruption, cyclone, tsunami,  and many more† (Webster, pp. 358). Dust storm is a meteorological event that comes under definition as â€Å"A severe windstorm that sweeps clouds of dust across an extensive area, especially in an arid region† (Webster, pp. 358). In other words, a storm that carries clouds, which comes under formation by dust through a very powerful unsettled and destructive wind, travels numerous miles in a region that tends to be dry and infertile. P arched and warm air comes under frequent alliance with the sand storm that is obvious and noticeable by massive pressures. A dust storm varies through their volume and the larger storm may engross and occupy pace of the particles that depend upon the wind haulage. One of the biggest calamities of dust storm that came under the experience by the inhabitants of United States occurred in the decade of 1930s, which brought mammoth corrosion to the soils and farms, and caused material hardships as well that made a big faction of the population to relinquish their homes. The blending and amalgamation of environmental aspects with human activities results in the happenings of dust storms. In general, the storm leave drastic affects on to the people as it breach and create obstruction in the air, road, and rail transportation, which compel the denizens to go in the house in order to get protection from the dangerous dusty air. These storms have such a strong impact that often, people come u nder coercion to depart from their residence and go through the course of sand and grime came with the storm. The strong dust cloud welcomes the natives who are outside due to work or other reasons and they experience the consequences of the storm (Heinrichs, pp. 4-9). The contributions of two factors that include the transfer of coarse that is flat and parallel; bits and pieces of dust sized; and the fluctuation of excellent minute elements that is upright makes up the course of action of the sand release and discharge. The small elements come under emission into the air in the form of nano-elements that erodes from the coarse elements such as the face of water bodies, where it comes under interruption by the hauling of meteorological turmoil that can be for thousands of miles. The impact of the dismissal or ejections of dust particles are significant on the marines and the output or the yield of world as they endow and enrich the environmental supplements and food. The containeriz e of coarse also has an effect on the conditions, attributes and elements of air moving. The assimilation and dispersion of the radiations from the sun through inorganic droplets, brings a change to the

APU fuel saving VS cost of availability of ground carts for cooling Essay

APU fuel saving VS cost of availability of ground carts for cooling and electricity - Essay Example Nevertheless, the APU requires a typical maintenance plan that costs approximately $50 per hour (John, 2015; 210). Considering an aircraft that flies 400 hours in a year, the cost of APU fuel would be $80, 000/year. The cost of maintenance would be $20,000. Therefore, the total annual cost of using the APU power generator would $100, 000. However, the cost might vary depending on changes on fuel price and also labor charges (Thom, 2014; 120). According to Green (2015; 216), there are other expenses that are associated with the use of APU power generators. They have to undergo through a process of approval by the FAA and other governing bodies. This process is very expensive and adds cost to the specified operational costs. Therefore, it is evident that the cost of using APUs is higher than $100, 000 during the first year of use. These expenses are made high due to factors such as high expense of the JET-A fuel that is used by the APUs (Williams, 2015; 514). On the other hand, the cost of using Ground carts is generally lower compared to that of APUs. The cost of using Ground Power Units varies according to the size of aircraft being serviced and also the overall services required (McCartney, 2014; 22). The initial cost of a Ground cart ranges between $12,000 and $18,000. However, charges for 400 Hz electricity and pre-conditioned air are administered on hourly rates, and they depend on the group of the aircraft (Middel, 2015; 418). Most airports classify aircrafts as; size A, size B and size C. For the size A aircrafts, the charges for 400 Hz electricity and pre-conditioned air are $38 per hour and $80 per hour respectively. The charges for size B aircrafts are $66 per hour and $139 per hour for 400 Hz electricity and pre-conditioned air respectively. On the other hand, size C aircrafts are charged $93 per hour and $200 per hour for Hz electricity and pre-conditioned air respectively (Nielsen, 2013; 244). Therefore, considering

Solid Waste Essay Example | Topics and Well Written Essays - 1750 words

Solid Waste - Essay Example This author will discuss solid waste concerns; will provide details on the factors that contribute to the problem, as well as the factors that are affected by it; will tackle the positive and negative impacts; will present and evaluate the present sustainability strategies and solutions; and will discuss the required government, societal and global support. In addition, this author’s personal plan to reach sustainability will be discussed, showing how each goal should be conducted. Solid Waste Solid waste, as defined by the United States Environmental Protection Agency (EPA), is any type of refuse, or slush coming from treatment plants of wastewater and water supply, or mire emanated from pollution control facilities and other throw-away materials from residential, commercial, industrial and institutional sources, and from mining and agricultural operations. Almost all of mankind’s activities create wastes. In 2006, American residents, industries, and institutions actua lly generated over 250 million tons of municipal solid waste. The average American produces waste on a rate of approximately 4.6 pounds per day.  Moreover, a yearly 7.6 billion tons of industrial solid waste are produced and discarded from the U.S. industrial sector (U.S. EPA, 2003). Solid waste management comprises waste reduction, recycling, incineration, composting and landfills. The U.S. Environmental Protection Agency confirmed that one-third of solid waste is recycled; one-seventh is incinerated; and one-half goes to landfills. The greater part of environmental harm and ecosystem damage is caused by the behavior of mankind. The growing waste generation, alongside the escalating population and excessive production of material goods will unconstructively affect the human health and the environment (Chase, et al, 2009). With the American households and businesses continuously generating trash, creating an effective national waste management program is difficult. On the local le vel, states and municipalities, in accordance with the requirements, requests and concerns of individual communities, have implemented solid waste programs for waste collection, transport and disposal, together with waste reduction, reuse and recycling. On the other hand, the responsibility of EPA in waste management is to set objectives and provide leadership, technological assistance, education and training (U.S. EPA, 2003). Factors that Contribute to or are Affected by the Problem In 2001, paper products comprised the biggest factor of municipal solid waste or MSW (36 %); yard wastes made up the second-biggest factor (12 percent); food scraps, glass, metals, synthetics, and lumber formed 5 to 12 % of the entire municipal solid waste; leather, rubber, and fabrics constituted 7% of MSW; and other various wastes comprised more or less 3 % of MSW (U.S. EPA, 2003). As the economy develops and the population increases, waste production amplifies as well. Improper solid waste management through uncontrolled dumping and incineration can cause health and environmental hazards, such as water contamination; breeding places for insects and rodents; flood increase from drainage obstructions; greenhouse gas emissions; disease outbreaks; and fire risks (U.S. EPA, 2002). Benefits of Formal Recycling and Composting Programs Well-managed recycling and composting programs could be advantageous to both the ecology and the economy. Organized disposal programs could

Impact of Advertising on Fashion

Impact of Advertising on Fashion Introduction: The use of advertising in the fashion industry was started as early as in the Victorian period. Advertising is been very important to the fashion industry as its one way of reaching a mass group of people quickly, as fashion today is very competitive and need speed marketing. Advertising is used from the high street fashion retailers to the low fashion retailers. According to (Dittrich,2000) it has been estimated that an average women sees between 400 to 600 advertisements per day. The fashionable female silhouette has changed with time and the body has been manipulated frequently (Fay and Price 1994) The most famous type of fashion that todays consumers goes for is the fast fashion, where the latest line of clothing from a designer is copied by the fashion retailer especially stores in the middle fashion market like Top Shop, Marks and Spencers, Next , New look, and HM. Thirty-two percent say that they get their clothing ideas from fashion magazines, up from 23% the previous year. ( cottoninc 2000). In fast fashion, sourcing and buying decisions are compounded by the speed by which decisions have to be made and innovation introduced into the store (Bruce Daly 2006). The introduction to the store can be given through a mass media that is advertising, advertising can be done through many ways like television, print, ad radio, an even through word of mouth. According to Aaker et al (1994) advertising is effective to influence consumer attitude. Govoni et al mentioned that the most images of well-liked brands are established by successful advertising. Modern consumers want to be entertained as well as informed through advertising (Lea-Greenwood 2002). In 1996 companies invested more than $1 billion in athletic endorsements deals and approximately $ 10 billion more to advertise and promote the celebrities endorsements (Farrell et al., 2000). A recent estimate indicates that approximately 25 percent of American commercials use celebrity endorses (Shimp, 2003). Celebrity endorsements have become prevalent technique in advertising in the past recent years. The consumers attention is the most important to the retailers. The retailers use advertising as one of the strongest aspect to catch their consumers attention. in Japan, there are roughly 70 percent of Japanese commercials featuring a celebrity (Hus and McDonald, 2002). Advertising also has some negative and positive effects, but in this paper both the aspects will be investigated. Fashion brands and retailers have a long-standing relationship with womens magazines and, more recently, with mens magazines (Mintel 2005). Fast fashion always need more advertising than the high street fashion market, the only way the can reach out to a mass audience is through media and through word of mouth. It has been estimated that the average woman sees between 400 and 600 adverts per day (Dittrich, 2000). Looking particularly at this age group who all read magazines and one of the famous magazines is the heat magazine, where this magazine compares the style and clothing of celebrities and give out the cheaper way to gain the look of the celebrities. In todays star-focused society, it may be more accurate to see celebrities and fashion magazines as a confluence in womens apparel-buying decision process. (Cottoninc 2000). The fast fashion retailers have to choose the right kind of medium to reach the particular target audience and should help the retailers to reach out to their consumers before their competitors reach. But while the celebrity influence does seem to ebb proportionally as a woman ages, it still plays a large role in the wardrobes of average women. According to the Monitor, 26% of women ages 25 to 34, and 24% of women ages 35 to 55, indicated that celebs served as their personal fashion innovators (cottoninc 2004). This fashion for slimness portrayed throughout almost all womens fashion advertising provides a standard for social comparison and respectively heightened dissatisfaction amongst females (Graner Grafinkel, 1980). When confronted with ultra thin models on a regular basis this is bound to have an effect especially when the thin ideal are totally unrealistic of womens bodies today (Hamburg, 2002). Celebrities are our new designers, relates Irenka Jakubiak, editor-in-chief of Accessories Magazine, the trade publication (cottoninc 2004). The Red Carpet is our new runway. Designers are going overboard to make the product, and manufacturers and retailers are turning stuff around fast to have it available for consumers (cottoninc 2004). In early 2001, approximately one in five marketing programs in the UK featured some type of celebrity endorse, with the number closer to one in four programs in the US (Erdogan et al 2001). Research has found that celebrities are more effective than other types of endorsers, such as the professional expert, the co mpany manger, or the typical consumer (Friedman and Friedman, 1979). Glamour editor Jo Elvin said: Kates back with a vengeance. Her maverick approach to fashion is an inspiration.(smh 2008) Advertising also helps to sell new products to the consumers, this way it helps the product to be marketed in the industry quick and efficiently. Advertising also manipulates the consumers using psychology in most of the advertisements. A woman who may not directly point to a celebrity influence in considering her wardrobe is likely to purchase something within a trend that can typically be tied back to a famous person. (Cottoninc 2004). Fighting AIDS is always of great importance, and HM is overwhelmed with the enthusiasm and the commitment from each and every celebrity involved in this collection. Ann-Sofie Johansson, HM head of design. (Onenationmagazine 2009). Celebrities are the trendsetters of our time. And they are wearing clothing and accessories that are more accessible to the general public (visavismag 2009). In the end, celebrities and modern fashion will always be inseparable commodities, and will continue to influence each other, and in turn the American public. (Helium 2009). Researches suggest that endorsers are more effective where there is a fit between the endorsers and the endorsed products. (Till and Busler, 2000). Psychologists Petty and Casioppo suggest the Elaboration Likehood Model (ELM) to explain the process consumers to be persuaded by the advertising message (Shimp, 2003). In a recent report in The Sunday Telegraph, Ashley Sharpe, head of money research at Which? Magazine stated: The danger is that, if the use of a credible celebrity is combined with a message that sounds great but doesnt tell you the full story, then many more people could be taken in, because they trust the person promoting the product. (Fashionunited 2004). 2.1 Aim: To analysis the role of advertising and body image in the context of fashion and manipulation of the consumers. 3.1 Objectives: To analysis the use of advertising in the fashion industry. To analysis the manipulation of consumers through advertisements by the fashion retailers. To analysis the impact of celebrities on fashion and consumers. To analysis the relationship between fashion and body image. 4.1Literature Review: In todays world to market a product and to make to reach the target audience on time is done through advertisements, where media is the one of the medium that can reach out to mass target consumers on time and to make the product famous among the consumers. The medias images and messages become what they see as a soothing voice in a storm of conflict, confrontation and confusion (Thomsen et al, 2001). In aspects to fast fashion the ideology of the retailers should reach the consumers fast, as the fast fashion industry is competitive. The most advanced marketing companies in the country had learned how to adapt their strategies to this new medium and it completely changed their perspectives. (Henry, 1986). Looking at the fashion market like Top Shop, Next, Marks and Spencers, New Look, HM. tend to spend much more than the other fashion retailer like Zara who does not spend anything of advertising for them marketing their products is through their own customers, where they believe word of mouth is more than enough to promote their products, this only helps to reach out a small group of people where the mass consumers wont be aware of their latest collection in store. On the other than the other retailers spend a lot on advertising and try to reach out a mass group of audience and market their product fast, this also helps to see the demand of the particular garment and helps not to over stock. The relatively small size of the UK and its heavy population concentrations allow this system to work particularly well in the interest of the marketers. (Henry, 1986). Through advertising most of the retailing companies develop their marketing strategy. Press advertising was the most important medium for 18 of the top 30 fashion retailer advertisers, and seven spent their entire advertising budget here. (Mintel 2005). Advertising is now taking up the upper hand in the fashion industry, which helps the retailers to market their product. Advertising is mostly done through manipulating the consumers, but the consumer does not like the idea of the retailers manipulating them, this is where psychology advertising comes into place. In this type of advertising is where they use colours, shapes, sounds, etc. The fashion industry works in this way by using adverts that imply by purchasing the brand the consumers will be buying the social esteem and image of model (Anderson et al, 2000). The advertisements are made to catch the consumers attention to the product. Although the highest paid super model of the 1900s were not classed as waifs i.e. Cindy Crawford, designers and magazines chose to use extremely thin models to advertise clothing and beauty products (Gorgan, 1999) Marks and Spencers have one of the biggest advertising budgets in the fashion industry. With an estimated  £ 43.5 million in 2006/07, making up a 12.0% share in the total (Mintel 2007). After Marks and Spencers Next have spent a lot of advertising their products. There are positive and negative aspects of fashion advertising. The positive aspect helps the retailers to boost their income whilst the consumers get the latest range of copied clothing from designer at a lower price which help them to look fashionable and to keep a track of the latest fashion. Employment opportunities for women are steadily improving, meaning that they have ever greater spending power and economic autonomy. They are the most important consumers of clothing and footwear, buying not only for themselves, but also for their children and male partners. Additionally, they enjoy fashion advertising much more than men and more influenced by it. (Mintel 2007). The negative aspect is the fashion is always related to skinny, thin, flawless skin models, this makes the consumers want to look like them. For the retailers is that fashion is one industry which changes season to season and the clothing line as well changes according to the current trend as fashion changes quickly the retailers tend to spend more on advertising very time a new trend is come into fashion. The average woman is estimated to see between 400- 600 adverts per day (Dittrich, 2000). One of the main reasons that advertising is used by the fashion retailers is to grab the attention of the consumers. Most of the fast fashion retailers target audience is from the age group 20 – 40 years. Teenagers ages 16-19 are more inclined to use fashion advertising to get inspiration (38% compared to 18% on average) (Mintel 2007). The retailers keeps in mind the age group and make the advertisements which will be liked by the group and catch their attention. The other way the retailers get the attentions from the consumers is by sale and offers which will make a consumer to walk into the store. On the other than magazine also help the fast fashion retailers to sell the garment faster as they compare the celebrities style which a cheaper alternative to gain the same style by the consumers. Fashion and beauty magazine availability is immense in society today (Gordon, 2000). Fashion maga zines are a great influence on the women of today where they want to look like the celebrities. This influence the consumers mind of being thin and skinny to gain the style of the celebrities. As the amount of media attention devoted to celebrities increase its apparent that celebrities them selves have taken up the position of role models (Weaver 1997). 4.2 Impact of body image: In todays world fast paced society relationships and judgments about others start with outward appearance while personality and inner values play a secondary role (Anderson, 2000). Western society is obsessed with body image. Women want to be thinner; men want to be more muscular (BBC, 2009). The feminist perspective suggest that in the 1960s thinness was equated with independence and success- today it has become the defining criteria for feminine beauty (Kilbourne, 1994). This has become a very important factor among people of today to look good outside, which has a major influence on the daily lifestyle of the person. In any form of interaction or communication verbal cues account for only 7% of total impact, vocals cues for 38%, whilst facial cues account for a major 55% (Mehrabian, 1972). With the face playing a central role in the way we think and feel about both ourselves and others (Partridge, 1996). The world that we live in has move towards to a position which has a big stre ss on appearance. Preoccupation with the visual image if self and others has become an obsession in a society where people continually compare themselves to cultural ideals of beauty (Coward, 1984). Advertisements for women reflected changing notions of the female body shape away from sever body chart to angular boyish shape (p.76, Reekie, 1987). The ideal human body began way back in time, where it started in ancient Greece. Viewing the body as potentially godlike, it was the Greeks who began the custom of treating the body as an aesthetic object (Seid, 1989). The society of today has experienced a big outburst of interest in the human body like never before. Todays consumers are very conscious of what they wear and how they look from the out side. Reekie (1978) suggested that one can look to advertisements for women they reflect the changing ideals of body shape. This has happened as a result of a huge influx of visual images of the human body circulated by the mass media (Shilling, 1997). The body beautiful augmented by fashion advertising in particular has helped lay the foundation for our preoccupation with looks and the priority we give to visual appearance. (Coward, 1984). Physical attractiveness is central to human communication as virtually all communication situations involve visual contact and the more physically a ttractive a person is, the more favourably they are respond to (Patzer, op cit). Other studies consolidate this view and results have indicated that more physically attractive people will have socially exciting and more active lives than less attractive people (Bassili, 1981). Body image is the term widely accepted as internal representation of your own outer appearance: your own unique perception of your body (Thompson et al, 1990). Physical attractiveness trend is a belief that an individual should look good and get better in looking good, which enables physically attractiveness. This enhancement is seen by many as a natural instinct that has been a trait of mankind since ancient times (Fiser and Fiserova). There is a huge money and time spent in cosmetic surgery in todays world, in order to look like their idols. As in the western society there is an increasing importance in looking good physically. The physically attractiveness phenomenon is deeply entrenched in modern society a nd there seems no future development likely to reduce it importance (Patzer, 1985). What is beautiful is good which was said by Dion et al (1972). When a study was taken by Dion et al found that physically attractive people have more socially attractive personality, they have happier marriages and in a whole their lives are happier and more successfully than the one who are less attractive. When women were asked whether they were willing to sacrifice comfort for fashion, 40% said yes, up 3.7% from 1998. (Cottoninc 2000). 4.3The impact of Ideal body image on consumers: In todays consumers society where womens bodies are frequently used to sell products, the ultimate commodity has become the female ideal body image. (Orbach, 1993). Since the 1960s the ideal body for women bodies has become lighter while real bodies have been getting heavier (Garneret al 1980). This has resulted in a bigger difference between the real and the ideal (Benson,1997). As popular models and actress represent current female ideals it is necessary to examine their depictions in the media (Wiseman et a, 1990). Today a lot of consumers are overwhelmed because of media. The effects that advertisements have on the consumers have changed everything from their fashion to their lifestyle in the society. Circulated as the norm, notions about the ideal are culturally specific trends that become mistaken for reality (Gorgan, 1999). The concept of an ideal body is given to us by the society of the world of today. The ideal now dictates a slim- hard – toned body (Benson, 1997). this perfect female body would be between five foot five and five foot eight, long legged, tanned and vigours looking (p.39 Coward, 1984). The media has drilled into the minds of people about the ideal body as being thin, tall and looking good to the society. With links to neurobiology, ideals are viewed as in-built responses guiding men and women in how they want to look and how they want others to look (Anderson, 2000). Overweight people are discriminated against in a culture that is unforgiving and judgmental towards fat people (Anderson, 2000). An ideal body for women has to perfect without any flaws. Achieving the ideal body will take time and money, where people are willing to spend these days. There are people in the society will go all the way out to look perfect and get their ideal body shape, even if the person has to go through many cosmetic surgery. In advertising technology has over taken, today every celebrities and super models have their photo shoot airbrushed before come out in magazines. Many of the images seen are artificially constructed using modern photographic techniques and air brushing (Coward, 1984). Although consumers know that these images are modified to look nice, they still opt for cosmetic surgery. Among other proposals are for success rates to be included on cosmetic surgery adverts and for local sports centres to be made more female friendly by being cleaner and safer (BBC, 2009). There are many celebrities have gone through many cosmetic surgeries and these consumers think this is the ideal body image and start to admired. Airbrushing should be banned in advertisements aimed at children to tackle body image pressure, say the Liberal Democrats. (BBC, 2009). President Douglas McGeorge has said he was particularly concerned about younger vulnerable readers of magazines who are being targeted very heavily (BBC, 2009) Although it is true that women may be entrapped in this system if beauty, the potential to change society and resist cultural pressure is negligible (Bordo, 1997). Smith (1990) believes that women should actively seek to achieve the ideal body in a form of femininity, body dissatisfaction is positive. He also argued that does not take in account the negative consequences of body dissatisfaction, low self-esteem and eating disorders. This also brings in the male to be more dominated and stronger than compared to women, where women are pressured to be thin and weak. The view also ignores the role of the fashion industry, which is said to dictate the ideal (Grogan, 1999). When a study was conducted on teenage boys (Huenemann et al, 1966) found that more than half of the response wanted bigger biceps, bigger chest and bigger shoulder. This should that the even male are now getting conscious about their body image and when it is looked back , the media started about in women and then now in men. A recent study says that cosmetic surgery is increasing rapidly in men. It has also been suggested that male dissatisfaction is more pronounced in older men (Anderson, 2000). Although men have different perspective of body image when compared to women. As women are objectified for the active male gaze, they become objects of desire and all emphasis is place on their bodies. (Mulvey, 1980). 36% women seriously consider plastic surgery cause theyre unhappy with the way they look. 90% of women said their bodies made them feel down and they think about it everyday. 50% of school girls say they are on a diet (BBC, 2001). The focus on womens appearance has got out of hand no-one really has perfect skin, perfect hair and a perfect figure, but women and young girls increasingly feel that nothing less than perfect will do.(BBC,2009). Body image is a persons subjective evaluation of what it means to them to have that body within their culture (Grogan, 1999). 4.3 Effect of celebrity advertising on consumers and society: Tellis, (1998) defined advertising as communication a firms offer to customers by paid media or space. There is no doubt that advertising is a formative influenced within modern Western culture (Pollay, 1986). According to recent research statistics, the number of celebrity advertisements has doubled in the past ten years. (Brandchannel ,2006). There is now little dispute that the content of commercial television is primarily a vehicle to deliver audiences to advertise to advertisers and that glossy magazines serve that same purpose (p.75, Giles, 2003). Studies show that we are significantly more dissatisfied with our own appearance after being shown TV ads featuring exceptionally slim and beautiful people. (BBC, 2001). The effect that advertising has on the consumers of today is very big impact. Studies have also shown that women who read fashion magazines are more likely to have poor body image and suffer from eating disorders (Harrison and Cantor, 1997). By becoming a reference point against which comparisons are made, fashion adverts can greatly effect men and womens body esteem (Grogan, 1999). When a survey conducted by Glamour magazine (1984) found that 75% of women taught that they were fat. The advertisement is based on the marketing strategy of the company, when there is a marketing outcome its generally changing the behaviour of the consumers. The process are classified as cognitive that are know as consumers attitude (Tellis, 2004). According to Foxall (1998) consumers attitude is recognised as a crucial link between the consumers thinks about the products and advertisements and what they buy in the market place. Aker et al (1994) suggested that the attitude concept is an important factor to advertising Management. The attitude of the consumers in one of the important factor for a company to plan their marketing strategy, and to find out the consumers attitude can be done through advertisements. The distortions are characteristic of anorexia and bulimia are some times literally and concretely evident in fashion advertising (p.134, Gordon, 2000). First, studying the advertising efficiency on market outcome is mainly for accountability (Tellis, 2004). Few advertisements depict mundane levels of attractiveness and instead exclusively star the overwhelming handsome and beautiful (Patzer, 1985). It is such models that become icons and set the ideals to which people try to adhere (Ibanga, 2002). As the fashion industry is said to represent the true ideal of beauty models create the standard to which people are to meet (Winkler, 1994). The task of the advertisers is to favourably dispose viewers to his product, his means, by and large, to show a sparkling version of that product in the context of glamorous events. The implication is that if you buy the one, you are on the way to realizing the other- and you should want to (p.26, Goffman, 1979) Fashion has become a global business since the 1960s to dress to have success and the power of the brand has become more significant in the past few years. The fashion advertisings has become a very powerful and a multi-pound business, as the brands have become more of a social symbol in the society of today. the survey found that online advertising could extend the reach of an ad by about 10% and increase brand awareness by around 6% (BBC,2003) Fashion plays a very major part of peoples lives. As models become role models, consumers are increasingly growing up with feelings of complete inadequacy attractive people are repeatedly shown in adverts on a daily basis (Body Image, 1998). In fashion adverts directed at both men and women the consumers is seduced, dazzled and offered a visual feast with the central piece, the object of desire being the model (Winkler, 1994). When a study was conducted by Garner (1997) among men and women how fashion models influenced their feelings about th eir appearance, 27% of women said that the always or more often compared themselves to models in magazines and 28% said that they study the shape of the models. Modelling came to epitomise dominant characteristics of western femininity : the importance of appearance; fetishisation of the body; manipulation and moulding of the body; the discipline and labour associated with beauty and body maintenance; the equation of youth with femininity lifestyles (p.70 Craik, 1993). The Advertising Standards Authority said they received only a small handful of complaints on the issue. (BBC, 2009) In advertising magazines is one of the most important media to fashion to advertise their product, this results to a heavy use of magazine among the female consumers. The same applies to reading fashion magazines. Experiments show that magazine photographs of super-thin models produce depression, stress, guilt, shame, insecurity and body-dissatisfaction. (BBC, 2001). The volume of content is growing and it is trapping young people in particular, into unhealthy obsessions about their own bodies (BBC, 2008). The fashion industry works in this way by using adverts that imply that by purchasing the brand the consumer will be buying the social esteem and image of model (Anderson, 2000). Thousands and billions of dollars came to ride on the common determination that these women were the most beautiful and fashionable in the world. It was a conspiracy bent on harnessing them to purely commercials needs (p.149, Howell, 2000) President Douglas McGeorge has said he was particularly concerned about younger vulnerable readers of magazines who are being targeted very heavily (BBC, 2009). Men and women increasingly get their ideas of what they should look like from the imagery they see in the media (BBC, 2008). Highly attractive models act only to perpetuate such views, lowering satisfaction among viewers. (Grogan, 1999). WHERE WOMEN GET THEIR CLOTHING IDEAS: 1999 1998 +/- pts. Already Own and Like 52.7% 50.4% -2.3 Store Displays 47.6% 44.3% -3.3 People I See Regularly 36.1% 38.6% +2.5 Catalogs 35.4% 36.3% +0.9 Family Members 23.7% 20.1% -3.6 Commercials/Ads 28.8% 25.6% -3.2 Fashion Magazines 23.2% 31.9% +8.7 Celebrities 10.0% 14.9% +4.9 Salespeople in Stores 12.4% 13.7% +1.3 Looking at the table above shows a clear view of what people look up to in terms of fashion in the year 2000. The highest in the table is the fashion magazines and then come the celebrities. This gives a very clear view that most of the consumers around the world follow the advertisement to get their fashion sense and these days it has a big effect on the society and their personality. According to Hall-Duncan (1979) claims that the content of fashion advertisements, its just not about clothes but also about the image that brings out the attitude of the person. Therefore in a sense it is both the cause and effect (Patzer, 1985). Thompson et al claims that a significant number of women and girls are exposed to print media. Fashion and beauty magazine availability is immense in society today (Gordon). †¦womens beauty and fashion magazines, which may be among the most influential media formats in perpetuating and reinforcing the socio-cultural preference for thinness and in creating a sense of dissatisfaction with ones own body ( p.49, Harrison and Cantor, 1997). In the society most of the people are influenced by the advertisements. This influence is not directly applicable to most endorsement advertising because there is very little interaction between the endorser and the consumer in the communication process (Kamins, 1989). Followers of socio-cultural theories have accused womens magazines of being propaganda for the desirability if the thin ideal (Wolf, 1990). The medias images and messages become what they see as a soothing voice in a storm of conflict, confrontation and confusion (p.60, Thomsen et al, 2001). By the first decade of the twentieth century, the fashion models of Paris had already established a standard of extreme thinness (Gordon, 2000). Vogue employee wrote that the figure of the time was straighter with less of a bust and hips, more waist and long lean legs (Steele, 1985). The classic and most widely utilized method is the paid-for media advertisement mostly found in fashion magazines and on television. (Brandchannel, 2006). In receiving messages from parents, peers, mass media and other outlets, young people undergo a process of socialization in which they learn how to be consumers in the marketplace. (Lear et al, 2009). The presence and presentation of celebrity role models in pre-adolescent magazines, as well as details regarding the kinds of activities the celebrity participates in, may powerfully affect how girls view their role in todays society (Fabrianesi et al , 2008). 4.4 Celebritys endorsements: Any individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement (McCracken, 1989). Aaker et al (1997) says that An endorser is a source of the information in the advertisements, which plays an important role in persuasive communication. Celebritys endorsements gives out an image that you move a step closer to the idols that the consumers admire by just buying one piece of garment. Celebrity endorsement transfers the personality and status of the celebrity as successful, wealthy, and distinctive directly to the brand. (brandchann Impact of Advertising on Fashion Impact of Advertising on Fashion Introduction: The use of advertising in the fashion industry was started as early as in the Victorian period. Advertising is been very important to the fashion industry as its one way of reaching a mass group of people quickly, as fashion today is very competitive and need speed marketing. Advertising is used from the high street fashion retailers to the low fashion retailers. According to (Dittrich,2000) it has been estimated that an average women sees between 400 to 600 advertisements per day. The fashionable female silhouette has changed with time and the body has been manipulated frequently (Fay and Price 1994) The most famous type of fashion that todays consumers goes for is the fast fashion, where the latest line of clothing from a designer is copied by the fashion retailer especially stores in the middle fashion market like Top Shop, Marks and Spencers, Next , New look, and HM. Thirty-two percent say that they get their clothing ideas from fashion magazines, up from 23% the previous year. ( cottoninc 2000). In fast fashion, sourcing and buying decisions are compounded by the speed by which decisions have to be made and innovation introduced into the store (Bruce Daly 2006). The introduction to the store can be given through a mass media that is advertising, advertising can be done through many ways like television, print, ad radio, an even through word of mouth. According to Aaker et al (1994) advertising is effective to influence consumer attitude. Govoni et al mentioned that the most images of well-liked brands are established by successful advertising. Modern consumers want to be entertained as well as informed through advertising (Lea-Greenwood 2002). In 1996 companies invested more than $1 billion in athletic endorsements deals and approximately $ 10 billion more to advertise and promote the celebrities endorsements (Farrell et al., 2000). A recent estimate indicates that approximately 25 percent of American commercials use celebrity endorses (Shimp, 2003). Celebrity endorsements have become prevalent technique in advertising in the past recent years. The consumers attention is the most important to the retailers. The retailers use advertising as one of the strongest aspect to catch their consumers attention. in Japan, there are roughly 70 percent of Japanese commercials featuring a celebrity (Hus and McDonald, 2002). Advertising also has some negative and positive effects, but in this paper both the aspects will be investigated. Fashion brands and retailers have a long-standing relationship with womens magazines and, more recently, with mens magazines (Mintel 2005). Fast fashion always need more advertising than the high street fashion market, the only way the can reach out to a mass audience is through media and through word of mouth. It has been estimated that the average woman sees between 400 and 600 adverts per day (Dittrich, 2000). Looking particularly at this age group who all read magazines and one of the famous magazines is the heat magazine, where this magazine compares the style and clothing of celebrities and give out the cheaper way to gain the look of the celebrities. In todays star-focused society, it may be more accurate to see celebrities and fashion magazines as a confluence in womens apparel-buying decision process. (Cottoninc 2000). The fast fashion retailers have to choose the right kind of medium to reach the particular target audience and should help the retailers to reach out to their consumers before their competitors reach. But while the celebrity influence does seem to ebb proportionally as a woman ages, it still plays a large role in the wardrobes of average women. According to the Monitor, 26% of women ages 25 to 34, and 24% of women ages 35 to 55, indicated that celebs served as their personal fashion innovators (cottoninc 2004). This fashion for slimness portrayed throughout almost all womens fashion advertising provides a standard for social comparison and respectively heightened dissatisfaction amongst females (Graner Grafinkel, 1980). When confronted with ultra thin models on a regular basis this is bound to have an effect especially when the thin ideal are totally unrealistic of womens bodies today (Hamburg, 2002). Celebrities are our new designers, relates Irenka Jakubiak, editor-in-chief of Accessories Magazine, the trade publication (cottoninc 2004). The Red Carpet is our new runway. Designers are going overboard to make the product, and manufacturers and retailers are turning stuff around fast to have it available for consumers (cottoninc 2004). In early 2001, approximately one in five marketing programs in the UK featured some type of celebrity endorse, with the number closer to one in four programs in the US (Erdogan et al 2001). Research has found that celebrities are more effective than other types of endorsers, such as the professional expert, the co mpany manger, or the typical consumer (Friedman and Friedman, 1979). Glamour editor Jo Elvin said: Kates back with a vengeance. Her maverick approach to fashion is an inspiration.(smh 2008) Advertising also helps to sell new products to the consumers, this way it helps the product to be marketed in the industry quick and efficiently. Advertising also manipulates the consumers using psychology in most of the advertisements. A woman who may not directly point to a celebrity influence in considering her wardrobe is likely to purchase something within a trend that can typically be tied back to a famous person. (Cottoninc 2004). Fighting AIDS is always of great importance, and HM is overwhelmed with the enthusiasm and the commitment from each and every celebrity involved in this collection. Ann-Sofie Johansson, HM head of design. (Onenationmagazine 2009). Celebrities are the trendsetters of our time. And they are wearing clothing and accessories that are more accessible to the general public (visavismag 2009). In the end, celebrities and modern fashion will always be inseparable commodities, and will continue to influence each other, and in turn the American public. (Helium 2009). Researches suggest that endorsers are more effective where there is a fit between the endorsers and the endorsed products. (Till and Busler, 2000). Psychologists Petty and Casioppo suggest the Elaboration Likehood Model (ELM) to explain the process consumers to be persuaded by the advertising message (Shimp, 2003). In a recent report in The Sunday Telegraph, Ashley Sharpe, head of money research at Which? Magazine stated: The danger is that, if the use of a credible celebrity is combined with a message that sounds great but doesnt tell you the full story, then many more people could be taken in, because they trust the person promoting the product. (Fashionunited 2004). 2.1 Aim: To analysis the role of advertising and body image in the context of fashion and manipulation of the consumers. 3.1 Objectives: To analysis the use of advertising in the fashion industry. To analysis the manipulation of consumers through advertisements by the fashion retailers. To analysis the impact of celebrities on fashion and consumers. To analysis the relationship between fashion and body image. 4.1Literature Review: In todays world to market a product and to make to reach the target audience on time is done through advertisements, where media is the one of the medium that can reach out to mass target consumers on time and to make the product famous among the consumers. The medias images and messages become what they see as a soothing voice in a storm of conflict, confrontation and confusion (Thomsen et al, 2001). In aspects to fast fashion the ideology of the retailers should reach the consumers fast, as the fast fashion industry is competitive. The most advanced marketing companies in the country had learned how to adapt their strategies to this new medium and it completely changed their perspectives. (Henry, 1986). Looking at the fashion market like Top Shop, Next, Marks and Spencers, New Look, HM. tend to spend much more than the other fashion retailer like Zara who does not spend anything of advertising for them marketing their products is through their own customers, where they believe word of mouth is more than enough to promote their products, this only helps to reach out a small group of people where the mass consumers wont be aware of their latest collection in store. On the other than the other retailers spend a lot on advertising and try to reach out a mass group of audience and market their product fast, this also helps to see the demand of the particular garment and helps not to over stock. The relatively small size of the UK and its heavy population concentrations allow this system to work particularly well in the interest of the marketers. (Henry, 1986). Through advertising most of the retailing companies develop their marketing strategy. Press advertising was the most important medium for 18 of the top 30 fashion retailer advertisers, and seven spent their entire advertising budget here. (Mintel 2005). Advertising is now taking up the upper hand in the fashion industry, which helps the retailers to market their product. Advertising is mostly done through manipulating the consumers, but the consumer does not like the idea of the retailers manipulating them, this is where psychology advertising comes into place. In this type of advertising is where they use colours, shapes, sounds, etc. The fashion industry works in this way by using adverts that imply by purchasing the brand the consumers will be buying the social esteem and image of model (Anderson et al, 2000). The advertisements are made to catch the consumers attention to the product. Although the highest paid super model of the 1900s were not classed as waifs i.e. Cindy Crawford, designers and magazines chose to use extremely thin models to advertise clothing and beauty products (Gorgan, 1999) Marks and Spencers have one of the biggest advertising budgets in the fashion industry. With an estimated  £ 43.5 million in 2006/07, making up a 12.0% share in the total (Mintel 2007). After Marks and Spencers Next have spent a lot of advertising their products. There are positive and negative aspects of fashion advertising. The positive aspect helps the retailers to boost their income whilst the consumers get the latest range of copied clothing from designer at a lower price which help them to look fashionable and to keep a track of the latest fashion. Employment opportunities for women are steadily improving, meaning that they have ever greater spending power and economic autonomy. They are the most important consumers of clothing and footwear, buying not only for themselves, but also for their children and male partners. Additionally, they enjoy fashion advertising much more than men and more influenced by it. (Mintel 2007). The negative aspect is the fashion is always related to skinny, thin, flawless skin models, this makes the consumers want to look like them. For the retailers is that fashion is one industry which changes season to season and the clothing line as well changes according to the current trend as fashion changes quickly the retailers tend to spend more on advertising very time a new trend is come into fashion. The average woman is estimated to see between 400- 600 adverts per day (Dittrich, 2000). One of the main reasons that advertising is used by the fashion retailers is to grab the attention of the consumers. Most of the fast fashion retailers target audience is from the age group 20 – 40 years. Teenagers ages 16-19 are more inclined to use fashion advertising to get inspiration (38% compared to 18% on average) (Mintel 2007). The retailers keeps in mind the age group and make the advertisements which will be liked by the group and catch their attention. The other way the retailers get the attentions from the consumers is by sale and offers which will make a consumer to walk into the store. On the other than magazine also help the fast fashion retailers to sell the garment faster as they compare the celebrities style which a cheaper alternative to gain the same style by the consumers. Fashion and beauty magazine availability is immense in society today (Gordon, 2000). Fashion maga zines are a great influence on the women of today where they want to look like the celebrities. This influence the consumers mind of being thin and skinny to gain the style of the celebrities. As the amount of media attention devoted to celebrities increase its apparent that celebrities them selves have taken up the position of role models (Weaver 1997). 4.2 Impact of body image: In todays world fast paced society relationships and judgments about others start with outward appearance while personality and inner values play a secondary role (Anderson, 2000). Western society is obsessed with body image. Women want to be thinner; men want to be more muscular (BBC, 2009). The feminist perspective suggest that in the 1960s thinness was equated with independence and success- today it has become the defining criteria for feminine beauty (Kilbourne, 1994). This has become a very important factor among people of today to look good outside, which has a major influence on the daily lifestyle of the person. In any form of interaction or communication verbal cues account for only 7% of total impact, vocals cues for 38%, whilst facial cues account for a major 55% (Mehrabian, 1972). With the face playing a central role in the way we think and feel about both ourselves and others (Partridge, 1996). The world that we live in has move towards to a position which has a big stre ss on appearance. Preoccupation with the visual image if self and others has become an obsession in a society where people continually compare themselves to cultural ideals of beauty (Coward, 1984). Advertisements for women reflected changing notions of the female body shape away from sever body chart to angular boyish shape (p.76, Reekie, 1987). The ideal human body began way back in time, where it started in ancient Greece. Viewing the body as potentially godlike, it was the Greeks who began the custom of treating the body as an aesthetic object (Seid, 1989). The society of today has experienced a big outburst of interest in the human body like never before. Todays consumers are very conscious of what they wear and how they look from the out side. Reekie (1978) suggested that one can look to advertisements for women they reflect the changing ideals of body shape. This has happened as a result of a huge influx of visual images of the human body circulated by the mass media (Shilling, 1997). The body beautiful augmented by fashion advertising in particular has helped lay the foundation for our preoccupation with looks and the priority we give to visual appearance. (Coward, 1984). Physical attractiveness is central to human communication as virtually all communication situations involve visual contact and the more physically a ttractive a person is, the more favourably they are respond to (Patzer, op cit). Other studies consolidate this view and results have indicated that more physically attractive people will have socially exciting and more active lives than less attractive people (Bassili, 1981). Body image is the term widely accepted as internal representation of your own outer appearance: your own unique perception of your body (Thompson et al, 1990). Physical attractiveness trend is a belief that an individual should look good and get better in looking good, which enables physically attractiveness. This enhancement is seen by many as a natural instinct that has been a trait of mankind since ancient times (Fiser and Fiserova). There is a huge money and time spent in cosmetic surgery in todays world, in order to look like their idols. As in the western society there is an increasing importance in looking good physically. The physically attractiveness phenomenon is deeply entrenched in modern society a nd there seems no future development likely to reduce it importance (Patzer, 1985). What is beautiful is good which was said by Dion et al (1972). When a study was taken by Dion et al found that physically attractive people have more socially attractive personality, they have happier marriages and in a whole their lives are happier and more successfully than the one who are less attractive. When women were asked whether they were willing to sacrifice comfort for fashion, 40% said yes, up 3.7% from 1998. (Cottoninc 2000). 4.3The impact of Ideal body image on consumers: In todays consumers society where womens bodies are frequently used to sell products, the ultimate commodity has become the female ideal body image. (Orbach, 1993). Since the 1960s the ideal body for women bodies has become lighter while real bodies have been getting heavier (Garneret al 1980). This has resulted in a bigger difference between the real and the ideal (Benson,1997). As popular models and actress represent current female ideals it is necessary to examine their depictions in the media (Wiseman et a, 1990). Today a lot of consumers are overwhelmed because of media. The effects that advertisements have on the consumers have changed everything from their fashion to their lifestyle in the society. Circulated as the norm, notions about the ideal are culturally specific trends that become mistaken for reality (Gorgan, 1999). The concept of an ideal body is given to us by the society of the world of today. The ideal now dictates a slim- hard – toned body (Benson, 1997). this perfect female body would be between five foot five and five foot eight, long legged, tanned and vigours looking (p.39 Coward, 1984). The media has drilled into the minds of people about the ideal body as being thin, tall and looking good to the society. With links to neurobiology, ideals are viewed as in-built responses guiding men and women in how they want to look and how they want others to look (Anderson, 2000). Overweight people are discriminated against in a culture that is unforgiving and judgmental towards fat people (Anderson, 2000). An ideal body for women has to perfect without any flaws. Achieving the ideal body will take time and money, where people are willing to spend these days. There are people in the society will go all the way out to look perfect and get their ideal body shape, even if the person has to go through many cosmetic surgery. In advertising technology has over taken, today every celebrities and super models have their photo shoot airbrushed before come out in magazines. Many of the images seen are artificially constructed using modern photographic techniques and air brushing (Coward, 1984). Although consumers know that these images are modified to look nice, they still opt for cosmetic surgery. Among other proposals are for success rates to be included on cosmetic surgery adverts and for local sports centres to be made more female friendly by being cleaner and safer (BBC, 2009). There are many celebrities have gone through many cosmetic surgeries and these consumers think this is the ideal body image and start to admired. Airbrushing should be banned in advertisements aimed at children to tackle body image pressure, say the Liberal Democrats. (BBC, 2009). President Douglas McGeorge has said he was particularly concerned about younger vulnerable readers of magazines who are being targeted very heavily (BBC, 2009) Although it is true that women may be entrapped in this system if beauty, the potential to change society and resist cultural pressure is negligible (Bordo, 1997). Smith (1990) believes that women should actively seek to achieve the ideal body in a form of femininity, body dissatisfaction is positive. He also argued that does not take in account the negative consequences of body dissatisfaction, low self-esteem and eating disorders. This also brings in the male to be more dominated and stronger than compared to women, where women are pressured to be thin and weak. The view also ignores the role of the fashion industry, which is said to dictate the ideal (Grogan, 1999). When a study was conducted on teenage boys (Huenemann et al, 1966) found that more than half of the response wanted bigger biceps, bigger chest and bigger shoulder. This should that the even male are now getting conscious about their body image and when it is looked back , the media started about in women and then now in men. A recent study says that cosmetic surgery is increasing rapidly in men. It has also been suggested that male dissatisfaction is more pronounced in older men (Anderson, 2000). Although men have different perspective of body image when compared to women. As women are objectified for the active male gaze, they become objects of desire and all emphasis is place on their bodies. (Mulvey, 1980). 36% women seriously consider plastic surgery cause theyre unhappy with the way they look. 90% of women said their bodies made them feel down and they think about it everyday. 50% of school girls say they are on a diet (BBC, 2001). The focus on womens appearance has got out of hand no-one really has perfect skin, perfect hair and a perfect figure, but women and young girls increasingly feel that nothing less than perfect will do.(BBC,2009). Body image is a persons subjective evaluation of what it means to them to have that body within their culture (Grogan, 1999). 4.3 Effect of celebrity advertising on consumers and society: Tellis, (1998) defined advertising as communication a firms offer to customers by paid media or space. There is no doubt that advertising is a formative influenced within modern Western culture (Pollay, 1986). According to recent research statistics, the number of celebrity advertisements has doubled in the past ten years. (Brandchannel ,2006). There is now little dispute that the content of commercial television is primarily a vehicle to deliver audiences to advertise to advertisers and that glossy magazines serve that same purpose (p.75, Giles, 2003). Studies show that we are significantly more dissatisfied with our own appearance after being shown TV ads featuring exceptionally slim and beautiful people. (BBC, 2001). The effect that advertising has on the consumers of today is very big impact. Studies have also shown that women who read fashion magazines are more likely to have poor body image and suffer from eating disorders (Harrison and Cantor, 1997). By becoming a reference point against which comparisons are made, fashion adverts can greatly effect men and womens body esteem (Grogan, 1999). When a survey conducted by Glamour magazine (1984) found that 75% of women taught that they were fat. The advertisement is based on the marketing strategy of the company, when there is a marketing outcome its generally changing the behaviour of the consumers. The process are classified as cognitive that are know as consumers attitude (Tellis, 2004). According to Foxall (1998) consumers attitude is recognised as a crucial link between the consumers thinks about the products and advertisements and what they buy in the market place. Aker et al (1994) suggested that the attitude concept is an important factor to advertising Management. The attitude of the consumers in one of the important factor for a company to plan their marketing strategy, and to find out the consumers attitude can be done through advertisements. The distortions are characteristic of anorexia and bulimia are some times literally and concretely evident in fashion advertising (p.134, Gordon, 2000). First, studying the advertising efficiency on market outcome is mainly for accountability (Tellis, 2004). Few advertisements depict mundane levels of attractiveness and instead exclusively star the overwhelming handsome and beautiful (Patzer, 1985). It is such models that become icons and set the ideals to which people try to adhere (Ibanga, 2002). As the fashion industry is said to represent the true ideal of beauty models create the standard to which people are to meet (Winkler, 1994). The task of the advertisers is to favourably dispose viewers to his product, his means, by and large, to show a sparkling version of that product in the context of glamorous events. The implication is that if you buy the one, you are on the way to realizing the other- and you should want to (p.26, Goffman, 1979) Fashion has become a global business since the 1960s to dress to have success and the power of the brand has become more significant in the past few years. The fashion advertisings has become a very powerful and a multi-pound business, as the brands have become more of a social symbol in the society of today. the survey found that online advertising could extend the reach of an ad by about 10% and increase brand awareness by around 6% (BBC,2003) Fashion plays a very major part of peoples lives. As models become role models, consumers are increasingly growing up with feelings of complete inadequacy attractive people are repeatedly shown in adverts on a daily basis (Body Image, 1998). In fashion adverts directed at both men and women the consumers is seduced, dazzled and offered a visual feast with the central piece, the object of desire being the model (Winkler, 1994). When a study was conducted by Garner (1997) among men and women how fashion models influenced their feelings about th eir appearance, 27% of women said that the always or more often compared themselves to models in magazines and 28% said that they study the shape of the models. Modelling came to epitomise dominant characteristics of western femininity : the importance of appearance; fetishisation of the body; manipulation and moulding of the body; the discipline and labour associated with beauty and body maintenance; the equation of youth with femininity lifestyles (p.70 Craik, 1993). The Advertising Standards Authority said they received only a small handful of complaints on the issue. (BBC, 2009) In advertising magazines is one of the most important media to fashion to advertise their product, this results to a heavy use of magazine among the female consumers. The same applies to reading fashion magazines. Experiments show that magazine photographs of super-thin models produce depression, stress, guilt, shame, insecurity and body-dissatisfaction. (BBC, 2001). The volume of content is growing and it is trapping young people in particular, into unhealthy obsessions about their own bodies (BBC, 2008). The fashion industry works in this way by using adverts that imply that by purchasing the brand the consumer will be buying the social esteem and image of model (Anderson, 2000). Thousands and billions of dollars came to ride on the common determination that these women were the most beautiful and fashionable in the world. It was a conspiracy bent on harnessing them to purely commercials needs (p.149, Howell, 2000) President Douglas McGeorge has said he was particularly concerned about younger vulnerable readers of magazines who are being targeted very heavily (BBC, 2009). Men and women increasingly get their ideas of what they should look like from the imagery they see in the media (BBC, 2008). Highly attractive models act only to perpetuate such views, lowering satisfaction among viewers. (Grogan, 1999). WHERE WOMEN GET THEIR CLOTHING IDEAS: 1999 1998 +/- pts. Already Own and Like 52.7% 50.4% -2.3 Store Displays 47.6% 44.3% -3.3 People I See Regularly 36.1% 38.6% +2.5 Catalogs 35.4% 36.3% +0.9 Family Members 23.7% 20.1% -3.6 Commercials/Ads 28.8% 25.6% -3.2 Fashion Magazines 23.2% 31.9% +8.7 Celebrities 10.0% 14.9% +4.9 Salespeople in Stores 12.4% 13.7% +1.3 Looking at the table above shows a clear view of what people look up to in terms of fashion in the year 2000. The highest in the table is the fashion magazines and then come the celebrities. This gives a very clear view that most of the consumers around the world follow the advertisement to get their fashion sense and these days it has a big effect on the society and their personality. According to Hall-Duncan (1979) claims that the content of fashion advertisements, its just not about clothes but also about the image that brings out the attitude of the person. Therefore in a sense it is both the cause and effect (Patzer, 1985). Thompson et al claims that a significant number of women and girls are exposed to print media. Fashion and beauty magazine availability is immense in society today (Gordon). †¦womens beauty and fashion magazines, which may be among the most influential media formats in perpetuating and reinforcing the socio-cultural preference for thinness and in creating a sense of dissatisfaction with ones own body ( p.49, Harrison and Cantor, 1997). In the society most of the people are influenced by the advertisements. This influence is not directly applicable to most endorsement advertising because there is very little interaction between the endorser and the consumer in the communication process (Kamins, 1989). Followers of socio-cultural theories have accused womens magazines of being propaganda for the desirability if the thin ideal (Wolf, 1990). The medias images and messages become what they see as a soothing voice in a storm of conflict, confrontation and confusion (p.60, Thomsen et al, 2001). By the first decade of the twentieth century, the fashion models of Paris had already established a standard of extreme thinness (Gordon, 2000). Vogue employee wrote that the figure of the time was straighter with less of a bust and hips, more waist and long lean legs (Steele, 1985). The classic and most widely utilized method is the paid-for media advertisement mostly found in fashion magazines and on television. (Brandchannel, 2006). In receiving messages from parents, peers, mass media and other outlets, young people undergo a process of socialization in which they learn how to be consumers in the marketplace. (Lear et al, 2009). The presence and presentation of celebrity role models in pre-adolescent magazines, as well as details regarding the kinds of activities the celebrity participates in, may powerfully affect how girls view their role in todays society (Fabrianesi et al , 2008). 4.4 Celebritys endorsements: Any individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement (McCracken, 1989). Aaker et al (1997) says that An endorser is a source of the information in the advertisements, which plays an important role in persuasive communication. Celebritys endorsements gives out an image that you move a step closer to the idols that the consumers admire by just buying one piece of garment. Celebrity endorsement transfers the personality and status of the celebrity as successful, wealthy, and distinctive directly to the brand. (brandchann