Bros before hoe’s in masculinity Essay

Although there are some men that break the mold, the majority of men will never fully endorse women’s equality. This is not because most men are pigs looking to degrade women, it is because of the concept of the paradox of men’s power. Men as a social group are powerful and yet so many men feel weak, especially in relationships with women. Women seem to have the power to put a leash on men. Many men feel in control when they have the support of their fraternity of brothers. Most men are not willing to let their brothers down by siding with pro-feminists. Siding with pro-feminists, as a male, could be seen as trying to escape from the box that is hegemonic masculinity. There has been a destabilization of hegemonic masculinity with the movement of civil rights groups, namely the women’s rights movement. There are many arguments in favor of equality amongst men and women. In the past women were seen as the homemakers, that there was no need to educate them and there was clearly no place in the workforce for their sex. â€Å"The time when girls needed no education, because all they had to do was to pick one of a troop of suitors, marry him, keep house for him, and live on his wages, is gone forever, for the very simple reason that no woman can consistently live on a man’s wages any more (Kimmel and Mosmiller, 1992: 178-179).† Early in this nations history, men were viewed as the breadwinners; it was very seldom that one would see a woman in the workplace. As the years have progressed however, there has been a steady shift towards a society where just as many women are working as men. It has also become more common to see stay at home dads. By 1999, the percentage of women in the workforce was nearly sixty percent and men had fallen to about seventy-five percent according to the International Union, United Automobile, Aerospace and Agricultural Implement Workers of America’s (UAW) website. R.W. Connell states that there are many reasons why equality in the workplace would benefit men in his article â€Å"Change among the Gatekeepers.† â€Å"For instance, very large numbers of men are fathers, and about half of their children are girls (Connell, 2005: 617).† Men with daughters will clearly want their children to succeed and have the same opportunities as other children, regardless of gender. Connell also states that the role of breadwinner is a burden that many men feel compelled to fill. Over the years this has led to health concerns as a result of stress and work related  illness and injury. With more women in the workplace the number of men with these problems should significantly decrease. Recently there has been a surge of women in the political realm. Hillary Clinton running for president and Sarah Palin being picked, by a man, to be his vice presidential running mate shows that times have changed immensely. If a woman were to run for a position such as this early in America’s history, she would have been laughed at. The idea of a female president still is not completely accepted by everyone, but Clinton did have her share of male supporters. Connell states that men would be subject to less violence if more women were in the workplace and if they held high power positions such as governor and president (Connell, 2005: 615). People in high power positions are often targeted for acts of violence, for instance John F. Kennedy, Abraham Lincoln, and Robert Kennedy, just to name a few. It is not often that one turns on the news to hear of a female being assassinated. Men’s violence towards women will also be decreased(Kimmel and Mosmiller, 1992). â€Å"Many pro-feminist men have embraced a feminist analysis male violence against women, particularly battery and rape (Kimmel and Mosmiller, 1992: 371).† The idea is that if equality is reached in society, men and women will have more meaningful relationships thus increasing understanding of one another and decreasing hostility and aggression. â€Å"In our society, caring (for children, sick people, the elderly etc.) is viewed as a ‘woman’s business’. The ‘art of caring’ appears almost as a natural condition of being a woman: ‘Being a woman means being good at caring for people.’ However, in many parts of the world, we are seeing more men carrying out tasks associated with child care, either inside the home or in institutions (Lyra, 2004: 3).† Although many believe that women should have equal rights, there is still a sense that a woman’s place is in the household. These beliefs have been proliferated for centuries from the establishment of the United States. In the beginning this was how society was organized, a somewhat caste-like system. Now there has been a shift, but the ideas still remain. For example when Hillary Clinton ran for president if these issues did not still exist then the fact that she is a woman would never have been as big a talking point as it proved to be. Many men and women for that matter refused to support her simply because she was in fact  a female running for president. The problem with universal equality is that one group will always be looking for an advantage over another group. â€Å"An essential question for any pro-feminist man must be whether or not it is possible for men to act against their own collective material interests (Douglas, 1994: 33).† As Michael Kaufman states in his idea of the paradox of men’s power, men as a group are powerful. For as long as this country has been in existence, men have had the certain privileges over women. This may not seem fair and to be honest it isn’t, but it would be interesting to turn the tables and see how women would act then. Would they be as fiercely in favor of equal rights, or would they do as many men do and just leave the system alone? This is a clear question that could easily cross the mind of any male pondering gender equality. The answer is not so cut and dry, this is why it will be difficult, even after many years, to get all men on board with the women’s rights movement. â€Å"The pro-feminist men’s movement starts from the acknowledgement that men have power and privilege in a male-dominated society (Kaufman, 1994: 156).† This idea is a problem for many men, so much so that there are even Men’s rights activists. Not all men are willing to admit that males have an advantage over women in society. â€Å"Men’s rights activists fight perceived men’s oppression, including selective service registration, unfair legal decrees of alimony and child support, and domestic violence against men (Fox, 2004: 104).† A common argument that I’ve heard is that women are looking for equal rights, but everyone on that side of the fence seems to be perfectly content with only allowing men to be drafted for wars. I don’t wish to sound like a hostile sexist because I am most definitely in favor of women’s rights, I just don’t see it as a reality for any time in the near future. The fact of the matter is that you cant have it both ways. In order for full equality, the feminists need to take the good with the bad, otherwise it is not equality that feminists are looking for, but instead to gain the upper hand on men. I feel that many men recognize this fact and it is for this reason they shy away from supporting the feminist movement. Most of this issue lies on the idea of equality in the workplace. â€Å"Let the ablest of the sex be called to the lecture room, to the temperance rostrum, and whenever a post office falls vacant and a deserving woman is competent to fill and willingly take it, let her be appointed (Greely, 1852: 167).† If I am the candidate for a job and I am up against a woman, I am not going to step aside and say ‘you take this position because women have been oppressed for quite some time.’ I, like Horace Greely, believe that the most qualified person should get the job. I know that I’ve seen many women, who are clearly in favor of equal treatment, bat their eyelashes, show some cleavage, and flirt with police officers to get out of a ticket. The same thing occurs in the workplace with interviews, some women will cast aside their beliefs in order to flirt their way into a job. As an on-looking male, I must make note that these women are playing on the very stereotypes that they seek to eliminate. This makes it even more difficult for men to take up the fight for pro-feminism; if women cannot take their fight seriously, how can men be expected to join? Most men are all for women fighting for equality and many will not be completely opposed to those men who do choose to fight on the pro-feminist side. There is a sense that these men are leaving the brotherhood. Some might say that it is almost an oxymoron to be a pro-feminist man. If a complete level of equality among genders were to be reached, which I don’t see anytime in the near future, it would be as a result of the lowering of men’s rights in order to level the playing field. Many men hold this view and this is why men who choose to fight for women can be viewed as traitors in a sense. A lot of men can feel constricted by women who often use tools like sex to get what they want. It is in these times that men usually turn to their ‘brothers in arms’ to loosen the collar that women impose as a means of control. As bad as it may sound, a lot of men will be in favor of women’s rights, but do nothing about it. Honestly what group with power is looking to relinquish their supremacy? The way society progresses is through competition. Most people, men and women alike, will always be looking for the upper hand. It is for this reason that full equality among genders is not a realistic goal. View as multi-pages

Should Recycling Be Mandatory?

Is recycling really going green with the environment? Or is recycling just a way to go for green material known as dollars? Recycling is a method in which materials that are not used anymore by people are processed in order to transform them in useful products. In the recent years, recycling has caused a lot of controversies whether if it is a good way to go green and help planet’s health or if it is just a big misconception driven by the media and the government. Some experts in the issue affirm that this practice is still running because recycling was transformed into a political issue that helps government and environmentalists to win money and create jobs. Many people, politicians and non-profit organizations support recycling, generally based on misconceptions; while there are other people that do not support it based on facts. Recycling should not be mandatory because it is very expensive, it will not save the planet’s environment and it does not save natural resources. Recycling is a method that appeared as a solution for the problems that environmentalists were having with landfill’s capacity and contamination of garbage around 1980’s. According to Christopher Douglass (2003), dramatic predictions of landfill closings created a crisis mentality in America. He also informs that the in 1988 Environmental Protection Agency (EPA) reported to Congress that â€Å"one-third of all landfills in the United States would close by 1994 and that by 2008 nearly 80 percent of landfills would be shut down† (Douglass, 2003). The situation that the EPA presented to the Congress in 1988 seemed to be disastrous; but fortunately those predictions were all wrong. The problem with these predictions was that the government and environmentalists turned on red lights in order to solve this issue in a positive way that could help the planet’s environment. As a result, state and local governments had the idea of implementing a method that was supposed to reduce garbage, pollution and save resources: the government implemented recycling. Forty-four states established recycling goals in the late 1980’s (Douglass, 2003). Recycling seemed to be a great process that was supposed to save resources, clean the environment and also make money. Local governments had the idea of making money by selling recovered household waste. The process of recycling, as explained by the government, looked like a miraculous way in which all problems of garbage would be solved and that not enough with it, it will also make money for the government. Recycling was a great Idea; it was the hope of the government and also for the citizens of the United States. â€Å"The recycling movement was amazing and successful at motivating action. In 1989 most Americans chose the environment as their top priority for more government spending, ahead of even crime and health care, according to a National Opinion Research Center poll† (Douglass, 2003). The only problem with this movement was that its foundational notions were, in large part, misconceptions. Despite what the EPA said, there was no landfill crisis in the 1980’s. The new landfills opening in the 1990s were much larger in order to offset the high fixed costs of the new rules and today; landfill capacity is more than adequate (Douglass, 2003). The beginning of this custom that is still practiced in our city is based in misconceptions and myths. On the other hand, many environmentalists and experts on the issue affirm that recycling is still a great process that contributes to conserve the planet’s environment and to save money. Many non-profit organizations and even schools interested in the wellness of the community, such as Joy Christian School, supports recycling and make ads in order to persuade people to recycle for a healthier world. According to the National Recycling Coalition (NRC), well-run recycling programs cost less to operate than waste collection, landfilling, and incineration. They also argue that the more people recycle, the cheaper it gets (Recycling Benefits, 2010). Organizations that support recycling usually discuss that recycling is not a waste of money and that sometimes it helps to save and earn more money. According to the NRC recycling creates 1. 1 million U. S. jobs. For every job collecting recyclables, there are 26 jobs in processing the materials and manufacturing them into new products (Recycling Benefits, 2010). Even thought these facts seem to be a very good support for recycling, they are not. According to Douglass (2003), â€Å"the cost of collecting and sorting recyclables has exceeded their market prices in most parts of America, forcing most recycling programs to operate at a deficit†. It is more expensive to collect a ton of recyclables that a ton of landfill garbage. Many local government have been in the necessity of cancelling their recycling programs because after all, those programs always end operating at a deficit. In addition, councilman Paul Thurman of Chillicothe, Ohio, a city that dropped its recycling program because of its high cost and little profit said, â€Å"To me, it's [the recycling program] just a waste of tax money† (as cited in Douglass, 2003). Recycling also creates many jobs, just as the NRC said, but the problem is that in many cases the local governments do not have the enough money to pay for all those new jobs created by recycling; and that is another reason why recycling programs usually operate at a deficit. Recycling is a very expensive method. Recycling is not the solution to save natural resources; actually, in some cases it is responsible for wasting more resources. The idea that recycling will save all natural resources of the earth is just a myth; truly, in some cases the recycling processes waste more resources than the manufacturing process. Making recyclables generates waste. According to Peter Werbe (2003), all the water bottles are supposed to be recycled; but truly, just the ones with the number 1 or 2 printed at the bottom of the bottle can be recycled. He also states that recycling these bottles are only slightly better than letting them go into a landfill. Actually, he is being generous because if people compute the energy needed to ship a leftover designer water bottle to China along with millions of others to be reprocessed, manufactured into a new item, then shipped back to the U. S. , transported to a mall, purchased, used, and finally landfilled; maybe it would be worse to recycle (Werbe, 2003). Even one of the best examples that environmentalist use to persuade people to recycle has had problems with the environment. Recycling water bottles does not always helps the environment or saves recourses; actually, sometimes it produces more pollution due to the energy used to transport the bottles and process them. Recycling sometimes could be even harmful than beneficial. In addition, there is another factor to consider when people think about saving resources: the scarcity. Yet there is no environmental reason to recycle trash because resources are not scarce. For example, another example that environmentalist usually use trying to persuade people to recycle is paper. They argue that if people ecycle paper sheets or newsprint, the beautiful trees that maintain our jungles and landscapes gorgeous will be saved instead of converted into newsprint; but the reality is that those arguments are false. In fact, much newsprint comes from trees grown for that specific purpose (Bandow, 2006). Considering this factor, when people recycle paper they are not saving our beautiful landscapes, they are just saving tr ees that were planted for that specific purpose and also saving the money of the big companies that need to plant trees in order to produce paper to sell. Another reason of why recycling should not be mandatory is because garbage is not harmful for people and recycling not always protects ecosystems. People should know one extremely important thing; folks recycle because they think it is a good thing to do, but what is the real point of being a green person? Are people really saving the world’s health by recycling stuff? The truth is that garbage will not damage the society and recycling is not the miraculous method that will save the ecosystems in the earth. As time goes by through the past of the years, garbage accumulates, but also disappears thanks to they new technologies created in order to have a solution for garbage problems. The arguments that establish that our garbage will bury us and that it will also poison us are completely false. According to Daniel K. Benjamin (2006), since the 1980s, people repeatedly have claimed that the United States faces a landfill crisis. The United States today has more landfill capacity than ever before. In 2001, the nation's landfills could accommodate 18 years' worth of rubbish, an amount 25 percent greater than a decade before. Nowadays is pretty clear that we are not going to be full of garbage in the future. The myths that stated that in a few years there would be no more landfill spaces for garbage in the United States were completely false, but the good new is that nowadays the mentioned misconception is completely denied. In addition, there were many people who argued that the garbage sent to landfills could produce deaths in the country. They think that the toxic substances produces by the garbage could reach cities and cause dangerous diseases to people. Again the good new is that they were wrong. According to Benjamin (2006), the Environmental Protection Agency itself acknowledges that the risks to humans from modern landfills are virtually nonexistent: Modern landfills can be expected to cause 5. 7 cancer-related deaths over the next 300 years. To put this in perspective, cancer kills over 560,000 people every year in the United States. In a few words, there is technically no risk for humans to die because of the accumulation of toxic substances produced by the trash that is in landfills. In addition, it is interesting to know how garbage and not going green sometimes deal with different kind of subjects that apparently people did not have idea about before. Recycling is a process that in a good point of views cuts pollution but that is not always. Recycling can reduce pollution but when is time to recycle things it produces almost the same pollution it prevented before. So what is it the point of recycle? The EPA has examined both virgin paper processing and recycled paper processing for toxic substances and found that toxins often are more prevalent in the recycling processes (Benjamin, 2006). People should know that in occasions recycling produces more pollution than the ones that it is supposed to save. If people think that recycling is supposed to save the environment, how can it cause more pollution than the normal garbage process? The answer again is misconceptions. Finally, recycling needs more money than people think. When we hear recycling, one of the first words that come to our mind right away is save; save money, save resources, save the world. All this since there is too many people who assume that recycling is a right thing to do. Experts have been doing research about recycling and its expenses, is it really worth to invest those big amounts of money in just going green? We all would like to have a yes answer to that question; unfortunately we obtain a different answer, an opposing one. The reality is that collecting recyclable items is more expensive than collecting just garbage to landfills. John Tierney (2006), a staff writer for the New York Times Magazine, points out that â€Å"collecting a ton of recyclable items is three times more expensive than collecting a ton of garbage because the crews pick up less material at each stop. For every ton of glass, plastic and metal that the truck delivers to a private recycler, the city currently spends $200 more than it would spend to bury the material in a landfill†. All of this because when people want to recycle they have to separate all stuff depending on how is it classified. It takes a lot of time to classify, but also transport to go back and forward for each thing. Instead if people collect all the garbage at once, they would save time and money, but also carbon dioxide would be less produced by the trucks used to pick up the garbage. It is unbelievable the amount of money that is invested on recycling. All green products are more expensive than products that are not recycled, and that is because it costs too much to recycle. Another important fact is that recycling programs usually operate in a deficit. According to Douglass (2003), â€Å"the cost of collecting recyclables is about $139 per ton for programs that recycle old newsprint and magazines. The cost of sorting these recyclables averages $86 per ton, and the benefits from avoiding land-filling fees is typically $27 per ton, for a net cost of $198 per ton. The majority of recyclables collected yield less than $198 per ton at 1998 prices†. This is a great problem. How does recycling is supposed to be mandatory if recycling programs usually operate in a deficit? It is very difficult for local government to maintain these recycling programs because sometimes the local budget is limited and waste money in a program that operates in a deficit is a very bad idea. For example, in 1998 Chillicothe, Ohio dropped its $220,00 recycling program because the money that the government was investing in recycling could be better used in more important city needs, such as a new aerial ladder truck for their fire department. Accordant to this problem, Chillicothe councilman Paul Thurman said, â€Å"To me, it's [the recycling program] just a waste of tax money† (as cited in Douglass, 2003). The government of that city has already the experience needed to know the truth about recycling programs and the only cause that they produce: waste of money. Recycling seems to be useful just for people who still believe all the myths about it and have not yet discovered the truth about this method. Nowadays, recycling should not be mandatory because it is very expensive, and in the big majority of the occasions the recycling programs operate in a deficit that produces financial problems in local governments. In addition, the myth about landfill spaces is completely false because nowadays there are a lot of landfills with great technology that eliminates the risk of poison people because of the garbage. Finally, it is proved that recycling does not always save resources and in some cases, it wastes more energy or water than the normal garbage process. The question now is: how can such a wasteful practice persist? John Tierney (2006) answered this question concluding that; â€Å"this practice persists by turning garbage into a political issue, where environmentalists have created jobs for themselves as lawyers, lobbyists, researchers, educators and moral guardians. Environmentalists may enuinely believe they're helping the Earth, but they have been hurting the common good while profiting personally†. Tierney provide a great response for such a controversial question. The politicians who feel pressure by environmentalists are the ones who still support recycling in order to maintain their good political status. On the other hand, environmentalist may think that they are really helping the health of the world, but something that is really truth is that they are being directly be neficiated because of the continuity of recycling. Do they really want to go green or do they prefer to go for the green material named dollars? The real intention of environmentalists is something that only they know. People may feel confortable with recycling because they could think that they are helping; and if they feel good about themselves they are free to continue with this wasteful practice, but the government should reveal the truth about recycling in order to clarify the misconceptions about this topic. If after that people still want to recycle they are still free to do so. As Tierney (2006) states, â€Å"it is time for an environmental reformation, in which lawmakers change public policy to reflect the wastefulness of recycling†. All the citizens that trust in recycling have the right to know the real situation that involves their â€Å"miraculous† method and to clarify their misconceptions. After people know the real pros and cons about recycling it would be very easy for the majority to know if recycling should be mandatory or not.

Donner Party Jonathan E

Their plan was to move to California, acquire cheap land where e they could reap he benefits of rich soil and good climate that Springfield Illinois did not Provo De them. The journey to California was the beginning of a new life for The Donned party and for many others. The move westward worried many people because of the possible encounter with aggressive Indians, however the Indians should not have been their main worry. Uniform neatly the decision to follow a faulty guide westward to California led these travelers into challenge gees that they could not overcome.The Donned Party's emigration west was marked as one of the most catastrophic journeys in the history of westward expansion. The Donned Party story began with a plan to move to California along the Oregon trail (the safest route) until reaching Hast inns cutoff where they began the dangerous trek towards California resulting in death and suffer ring until the rescue approximately one year later. Espanola 2 James Reed and the Donned Brothers decided that they were going to leave S predefined Illinois and travel to California with their families leaving behind a prosperous life (Lavender 3).Their plan was to follow a guide called â€Å"The Emigrants' Guide to Oregon and C laboring† by Langford W. Hastings that will lead them to California using the shortcut know as the Hastings Cutoff, this would shorten the trip by three hundred miles (V. Murphy 19). In order to make this trip possible they needed to prepare themselves with food, supplies, suits blew clothing and method for transportation. James Reed created a luxurious wagon that was known as the â€Å"Pioneer palace car† due to his experience in furniture making.The wagon was equipped with a stove, beds and had ample space to bring supplies in order to make the trip comfortable and homelike (Clamor 21 They also brought with them oxen's, steers and horses to facilitate trans rotation and cows to provide milk. Enough supplies were gathe red to get them through the first WI enter in California which they thought would take them six months (V. Murphy peg 2). Young men who wanted to go to California but could not afford it, known as Teamsters, were hired to do the hard work of walking beside the oxen's for the entire trek.Their job was to care for oxen an d in return they were given food and space in the wagon to sleep (Lavender 13). Everybody ha ad role on this journey. Women were to cook, look after children and do laundry. The men h united, steered and maintained the wagons and cared for the animals. Ready to go, the three fame ices set out for the west on April 16, 1846 not knowing the challenges that they would face. The Donned Party arrived at their first destination on May 1 1, 1846, at Indeed emended Missouri, where they, along with everybody else moving west, would find the Oregon and California Trails.This was the beginning point for travelers going west, even b jack in 1843 when the first wave of emigrants went west (B. Brooke). There they met up with anon there family Espanola 3 traveling to California, the Breed family, and together they hurried to catch up to the other travelers ahead of them destined for California. After forty fives days of travel through changing climate that was troublesome for the emigrants they arrived at Fort Laramie, a famous Indian trading post.They realized that the further west they traveled they encounter De more climate changes such as: infrequent rains, electric storms, dry sand dust and hot suns whine, that would make travel more difficult for the emigrants. The travelers, despite small prop elms along the way, seemed excited to reach new territory. At Fort Laramie they were please .NET greeted by Indians from the Sioux tribe and were able to finally take a rest from the journo eye and even elaborate Independence Day, then â€Å"America was turning seventy years old†.H ere James Reed came across an old friend, James Clammy, who had crossed the shortcut Hast nag's mentioned in the guide, but said that it was dangerous and that travelers should avoid cross sing that terrain. He recommended that people follow the know terrain of Fort Hall road that went northwest to California (Lavender 1824). Reed stayed focused on taking the shortcut because SE he felt the group could do so just as they had done making it to Fort Laramie from Index endurance, MO with its obstacles.The wagon party voted to take the shorter route and elected Ego GE Donned the leader, the group from here on out was known as the Donned Party. Fort Bride gear was the final stop, before Hastings Cutoff, for the party to stock up on supplies, repair wag ones and purchase more livestock. They had reached the point of no return. On July 31 SST the part y set out on the dangerous unknown trek southwest following the guide book's shortcut that not even the author himself had crossed. From here on The Donned Party would find most of their troubles that events ally le d them to tragedy.The first challenge they came across, in what was to be a see ounce Of several Espanola 4 starters, was at the base of Weber Canyon. That day, August 6th 1846, the D owner party found a letter from Hastings telling them that the trail was very dangerous and to w tit for him to return in order to guide them through another route (Clamor 53). Hastings did not d o as he promised on the note, so James Reed decided to travel ahead and find him for a solution. When James Reed spoke with Hastings he told him to avoid the canyon trail, recommended in hi s guide book, due to the narrow walls that would not allow wagons to pass .Hastings pointed oh t to the distance a route that the Donned party should take. Once again, the decision to follow H castings directions failed them. They went off into new terrain, uphill's that were practically impose Siebel to ascend. What was supposed to take a week, took them one month (V. Murphy 20). The e Donned Party and their oxen, exhauste d from the trip, arrived at the Great Salt Lakes on August 22, 1846. There they found another letter from Hastings stating that the trek across the salt d assert was forty miles and it would take them two days and TV nights to cross.Proving Hastings in correct again, the trip actually took them five days to cross resulting in a shortage of supplies, d hydrated men and oxen, and wagons left behind. The extreme climate Of the desert also took an impact on the party (Clamor). On September 26th, knowing they did not have enough supplies to r each California, they arrived at the Humboldt River where Hastings cutoff met with the old trait l. In fact, the shorter route was 1 25 miles longer than the old route. Video Having fallen be hind they were desperate to reach the Sierra Nevada mountains in order to get to California before the winter.October 1 6th they arrived in Truckee at the base of the mountains where they soon realized they came too late because a harsh winter had come. The Don ned Party had travel De 2500 miles over a seven month period with only 1 50 more miles to Setters Fort, their final deist nation (R. Burns DVD). The winter snow forced them to set up camp at Truckee Lake, now know win as Donned Espanola 5 Lake, where they would spend the entire winter. Some members of the group tried to cross the mountains a few times but were unable due to the weather conditions.The WI enter brought heavy snowstorms trapping the members at Don newer Camp. After killing the last of t heir animals for food they began to eat materials that did not provide them with the nutrition added to survive the winter. It was noted that they ate twigs, bark, leaves, bones, and even boil De the leather from shoes to eat (Clamor 96). Many began to die from malnutrition and extreme c old conditions as the winter went on. In this time of extreme desperation the people had to rest rot to cannibalism for survival.They marked the flesh so that no one had to eat the meat of their own kin . The people were in a dire situation of starvation and delirium. December 26th ma irked the first day that they ate a human, the dead body of Patrick Dolled was cut apart and coo ked on a the fire (Clamor 108). By January 1847 California had become territory of the United states after the defeat of the Mexicans. James Reed, who had separated from the group months back, was able to gather men and form a rescue party to relieve those at Donned Camp.January 31 SST t he first rescue team set out for Donned Camp arriving on February 7th. They were shocked at the s eight of death and famine people. The completed rescue of those at Donned Camp required a t total of four rescue teams, the camp was evacuated by April 17th 1847. Of the original Donned pa arty that consisted of 87 members, 46 of them had survived. The entire Reed and Breed family s arrived however the Donned family was not as fortunate. Both Donned brothers had perished at Donned Camp during the dreadful winter, the only ones that survived were two of the Don ere children.This tragic story of the Donned party was said to be a part of the American Dry am. â€Å"An American dream that has nightmares attached to them, and for many results d in disaster† video. Espanola 6 Like many others the Donned Party followed a movement where people were encouraged to go west and settle in foreign land. Many thought this travel to be a new adventure but for the Donned Party it turned out to be the last trip of their lives, never reaching thee r dreams of a new life in California.

Aircraft materials and hardware Essay Example | Topics and Well Written Essays - 2500 words

Aircraft materials and hardware - Essay Example The choice of the right material for a particular overhaul job stresses understanding of the common physical and chemical properties of different metals. Another aspect of aircraft maintenance and repair is that aircraft hardware is frequently ignored since of the insignificant size of the parts. But, selection of right hardware for the use in aircraft is very vital for the efficient operation and safety of any aircraft. The goal of this essay is to emphasize the importance of material, its various process and hardware selection for the use in aircraft structures (faa.gov, ND). Introduction The earlier aircraft materials must refer timber as the first materials used to create a power-driven aircraft. The Wright brothers involved mainly of Sitka spruce and bamboo fastened and bolted together to make a canvas-covered assembly. Aircraft made by wooden material were very successful in the initial years of flying. Currently, timber is only fit for fairly small aircraft. As the requirement for larger aircraft became unavoidable for the modern society, materials with superior specific strength come to be essential. Currently airplane consists mainly of aluminum alloys with steel, titanium alloys and polymer compounds. The equilibrium of materials does rest on on the kind of airplane as military fighter airplanes have much higher amounts of composites and titanium alloys. In this essay more emphasize is given to aircraft materials and its different processes. Pure aluminum and Aluminum alloys Airplane must be made of material with lesser weight to carry more loads and to reduce fuel consumption. The more travelers an airplane can transport the more income an aircraft corporation can create. At the same time as pure aluminum have less weight, very good corrosion resistance and exceptional thermal and electrical conductivity but it is weak and ductile to be used on aircraft structure in its pure form. The credit goes to Dr. Alfred Wilma, a German metallurgist, who found out that aluminum alloyed with copper and heat treated properly can be made much sturdier. The alloy of aluminum with 4% copper is said to be Duralumin and the heat treatment procedure is termed as precipitation hardening. After this Duralumin have characteristically little specific gravity and great strength (450 MPa). Since it is restricted to a maximum amenity temperature of around 660Â °C supplementary heat treatable aluminum alloys have been developed for aircraft use. These comprise a variety of intricate aluminum-zinc alloys which improve the maximum strength of several aluminum alloys. These alloys have used for contemporary aircraft design in which the skin of the fuselage and wings are stressed aluminum alloy parts that lessen the total heaviness of the aircraft. The disadvantage of the aluminum alloys discussed above have a drawback of not being as corrosion resistant as compared to pure aluminum. Therefore a thin coating of pure aluminum is usually fused to either sides of the alloy and is called Alclad aluminum alloy. Even though titanium is very costly it is used where great strength is required in load bearing applications for example, landing gear and engine escalating supports

Splash Corporation Case Study Example | Topics and Well Written Essays - 1500 words

Splash Corporation - Case Study Example Therefore, the Splash personnel needs to develop the product in such a way that attracts the customers of different cultures. By involving the partners in terms of examining the culture, treating the partners as family members and adopting strategic leadership and management style, the Splash has improved in the business. Developing new technology has created an impact on the business. Splash has set up the Splash Research Institute to constantly expand new products that would persuade the fast rising requirements of the customer care market by utilizing cutting-edge technology. Another change was on the development of a management team who has an immense knowledge of the preferences and needs of the customers of the Asian countries. The business believes that by creating a change in the values and difference in the customers, the business can withstand with the international competitors. The tastes of consumers differ from country to country. With the help of an effective marketing strategy they can satisfy the consumers of different countries. Strengthening the Indonesian markets will help the company to compete in the international market. The creation of an international identity will help the firm to build strong relationship with the foreign customers. The firm needs to use an effective branding strategy. Effective use of branding and distribution strategy will help the firm to find a place in the Indonesian market. A new branding strategy will help to adopt a new market segment. The business can concentrate on the men consumers and develop products for men. Strategies of the Splash products are reflected on its advertisement and products strategies. Multinational competitors of the Splash normally carried their products and had attained more mature phase of the product life cycle. So such ads were targeted to appeal to poignant aspect of their particular products.   Their ads featured good-looking and glamorous ladies, whom the men

Find a new relaxation technique Essay Example | Topics and Well Written Essays - 750 words

Find a new relaxation technique - Essay Example It can just alarm you with a sudden discomfort in breathing and pain in some parts of your body when it is already severe. With this said, we are lead towards the need to constantly get a check-up to diagnose any symptoms of this disease at the earliest possible time and most especially, be aggressive in living a healthy lifestyle to prevent such disease. â€Å"Prevention is better than cure.† Despite all the advancements in medical technology, this has always been said by doctors, proving that it is always better to avoid illnesses instead of curing them. Speaking of high blood pressure, one of the most recommended and proven ways to avoid it would be walking. Walking is a kind of cardiovascular exercise that helps in regulating the activity of the heart. One study that has proven this would be a Korean study conducted among 23 men with hypertension. They were made to take a 40-minute walk everyday wherein the researchers measured their blood pressure after the brisk walk ses sion, which is about 3 to 4 miles per hour walk. On the other hand, a U.S study, involving 14 obese patients who were already supposed to undergo weight loss surgery were made to simply take a brisk walk for 1 mile. Results were favorable as they were able to start a regular exercise routine that improved their cardiovascular health. Both of these resulted to the regularization of blood pressure of the people involved which is a measurement of less than 120/80 (Walking Helps Lower Blood Pressure, n. d.). Though walking is an exercise that could help all those who are experiencing hypertension, there are certain steps and techniques that should be applied in different cases of hypertension, including the difference in gender and age. Recent studies show that men have greater risk of high blood pressure than women until the age of 55. However, at the age of 75 and older, women are more prone to develop high blood pressure (Walking Helps Lower Blood Pressure, n. d.). This could be a fa ct attributed to the different inclinations of activities of women as compared to men at certain ages. We would notice that younger men tend to not be so conscious about their food intake though they indulge in an active lifestyle at their younger years which could be the cause of their early hypertension. On the other hand, women, though tend to be conscious about their food intake or just have an average capacity of food intake could develop hypertension at their later years because of the slowing of their metabolism brought about by their age and sedentary lifestyle. With this said, it is also very important to consult your doctor to give you a clear diagnosis of your specific case of hypertension for them to be able to suggest a certain diet, weight loss program, duration of walking exercise, and if necessary, a program of medication (Walking Helps Lower Blood Pressure, n. d.). This is because every person has different triggering factors that cause them to have high blood press ure. It could be one’s love for fatty food, inactive lifestyle, hereditary reasons and etc. Being knowledgeable about one’s specific condition would entail one to have a more effective battle against hypertension. With all these said, hypertension is really one of the illnesses that could be tagged as today’s â€Å"silent killer†. Therefore, it is important to fight the disease through a 360 degrees change in one’

Psychology Essay Example | Topics and Well Written Essays - 750 words - 11

Psychology - Essay Example This general wish has to be narrowed down so that I am able to focus within psychology studies on my particular strengths and interests. It is also necessary that I understand the level to which I need to qualify myself through study in order to do what I would like to do in a future career. It is important to me now to be able to manage my time and to balance all the aspects of my life. The way I will be able to do this is to ensure I take care of myself physically, mentally and emotionally in times of stress. I want to ensure that my writing skills improve, so that I can clearly communicate the knowledge I am gaining, and the future research findings and results I hope to publish in this field. Another immediate goal is to learn as much as possible from my experiences here. I want to immerse myself fully in my studies, learning as much as I can. This will be possible only if I concentrate on building good communication between my peers and myself, as well as between my instructors and myself. Further, I want to engage fully with the writings and work of other people in the field of psychology. If I synthesize and understand as much of the work in the field as possible, on an ongoing basis, I will maintain current knowledge, continue to find new areas of interest, and gain skills throughout my studies and career. The research and findings of academics in the field of psychology, especially new findings and theories, are very interesting to me, and I would like to keep improving my ability to understand and assimilate such research, and its results. It is also important to me that I learn to research well – both the theory of how to research, and the skills and methods of research. One of my definite interests is Statistics, and I aim to increase my knowledge and understanding of Multivariate statistical methods as they are used in psychology.

Immigration in Mexico Essay Example | Topics and Well Written Essays - 2000 words

Immigration in Mexico - Essay Example The paper will analyze the effect of such migration on the Mexican economy along with its ramifications for the U.S. economy. Before we delve into this issue any further it is perhaps best to do a quick study of the country. Mexico is the third largest nation in North America and among the fifteen largest in the world. It is bordered by the U.S. in the north and by Guatemala and Belize in the south. Mexico is poor in natural resources except oil. However it is rich in mineral sources like gold and silver. These two countries, Mexico and the U.S., have a long and shared history. One of the momentous events in this shared history has been the annexation of large parts of Mexico by the U.S. in 1848 with the signing of the Treaty of Guadalupe-Hidalgo. This treaty effectively ended Mexican claims to the state of Texas while at the same time Mexico also incurred the loss of the state of California and much of modern day Colorado, Wyoming, Nevada, New Mexico and Arizona. This annexation had been engineered by James Polk, the eleventh President of the U.S. The annexation had been largely supported by the American people though Polk's means and methods to achieve it were even at that time highly suspect. Mexico had losMexico had lost much of its agricultural land in this transaction which compensation by the U.S could not rectify. Daniel Levy and Gabriel Szekely in their book Mexico - Paradoxes of Stability and Change believe that Mexico's political stability is inadvertently tied with its economic growth. This is supported by Daniel James in Mexico And The Americans where he remarks that single party rule in Mexico, though not an encouraging aspect about Mexico may have helped her progress in the long run. Similarly Haber and Razo reject the claims of other historians that the Mexican Revolution (1910 - 1919) had a negative impact on the industrial growth of Mexico. In fact they say that there was an overall growth in sectors like cotton textiles, steel and cement industries. The 1920's saw a massive increase of import of U.S. made heavy machinery by Mexico for use in its industries. Mexico had an economic boom in the Post - War years but some fifty years later it also suffered a c ollapse of its economy when the peso became almost worthless. It is hardly surprising that many Mexicans try to seek employment in the U.S. A majority among these enter the U.S. illegally to work primarily in agriculture and factories.Mexico, on the other hand, also absorbs a large number of immigrants from the Central American countries who emigrate to work in Mexico or use it as a gateway to enter the U.S. Over the years relations between the two countries have had their fair share of successes and reversals. Mexico's problems stem in part from being the neighbor of the most powerful country in the world. Mexico is among the ten most populous countries in the world. It also has an immense disparity between its rich and its poor. Illegal immigration is one of the thorniest issues that beleaguer U.S. - Mexico relations. Typically Americans feel swamped by their neighbors and hostility ensues. The U.S Census Office estimated that in the years 1999 - 2000 the foreign - born population had increased by 50 pc when in

Reliability and Validity Assignment Example | Topics and Well Written Essays - 250 words

Reliability and Validity - Assignment Example For the diagnosis to be termed accurate, the features identified have to be same every time if the test is to be termed reliable. This is measured by a correlation between the two test outcomes over all the participants. This method expresses the generalisability of the test scores over different test occasions by assessing stability of the test outcomes (Hempel, 2005). Hempel (2005) explains that this method of testing reliability varies with the type of tests, i.e. ability or traits and attitudes or states assessment. In both cases, repetitive responses based on previous memory is a high possibility thereby giving incorrect measures of reliability. Secondly, the traits tend to change with time, and this would depict low reliability measure, which is again incorrect (Garb, 2002). In such cases, the time period between the tests needs to be recorded appropriately in order to obtain accurate reliability measure. In case of validity, the test should be able to measure what is intended to be measured with minimum or no possibilities of change in behaviors. Reliability of the test decides the amount of correction and incorrect decisions that are made as an outcome of the test. Therefore, reliability is necessary for confirming validity. At the same time, validity of results obtained from this method is higher when the time gap is minimal; however, this minimum time varies with situation or behavior being

Great Expectations by a famous Charles Dickens Essay Example for Free

Great Expectations by a famous Charles Dickens Essay Great Expectations written by a famous man called Charles dickens. Great expectations is a famous and tense novel which was first published in the year 1860 to 1861 every fortnight in a magazine called all year round. The plot is based on a young boy called Pip, who in the first chapter meets and odd fellow in a gloomy, dark cemetery, pip walks on and soon finds himself turned upside down bye an ex-convict who threatens pip at the throat that he would cut out his heart and his liver if pip dose not do as he says. This dark gloomy fellow scares pip which makes you sympathize for pip. In chapter 8, pip is at a house with his mean sister and her kind and caring blacksmith husband Joe. As pip is a working class orphan he has no parents just is evil sister. Then a rich old, creepy women called Miss havishem asks pip to come round and to play, as he doesnt want to, his sister forced him. When he arrives he ends up in a room with no external light only candles and a dead like figure who demands him to play is Miss Havishem, she demands him to play with her beautiful older then pip daughter, Estella, whom pip falls in love with, you feel sorry for pip now because he cant get her because she is upper class and he is garbage to her. In chapter one, Dickens sets the scene by describing the marshes, saying it is an open dark place and thats were pip lives, so it make you sympathise for pip. When Magwitch comes, the mood changes to scary. When pip meets magwitch at the old gibbet, he says a gibbet with some chains hanging to it which had one held a pirate. The man was limping on towards him, as if he were the pirate come to life, he was using his imagination as if magwitch was the pirates ghost which has come to life, which gives the reader the effect of an old, white, dusty, see-through pirate has returned. When Dickens describes Miss Havisham room, he says it was a large room, well lighted with candles; no glimpse of daylight was to be seen. It seems pitch black but only candles laying around, pip sees everything is faded and old, her white wedding dress which she is still wearing, is white no more, but torn and ripped and grey. All clocks have stopped at the same time in this room. As if time has come to a stand still, except for the old wrinkles lady in the chair. Reading this makes you feel scared because if you were pip, then you would not want to stay in the room. In chapter 1 in the eerie settings of the marshes, we meet the sinister character called Magwitch. As he just pops out of the bushes and bellows hold yer noise or ill cut your throat, we get an image of a ruffled up man, a man with no hat but only rag on his head and broken shoes, and he is soaked in water and mud. When we see that he has a shackle on his leg we know he is an escaped convict. When he threatens pip to cut out his heart and liver and lies about having someone else who will get him when he is asleep in his cosy bed, then you see how much he wants the food and file. It is ironic that magwitch will be his benefactor after all his threats and bullying. When pip walks into Miss Havishem room and sees its all dark, we get a feeling of eerie. All the things the rooms are grey and aged, just like her, dickens writes:- Her shoes were white, a long white vale, I saw everything in my view which ought to be white. He repeats the word white, which gives an effect of how old everything is. He describes she is like a corpse I sometimes have sick fancies miss havishem says and then she says she wants pip to play and clicks her fingers at pip and makes pip fell uncomfortable, which is weird for an old lady to demand a young boy to play. Pip who is the main character of Great Expectations is an orphan that lives in a boggy environment which makes you feel sorry for pip. He then meets magwitch and even tho he scares pip, as dickens describes him as a bundle of shivers pip still remembers his manners and he has respect for elders even magwitch. Half way through dickens changes 1st, 3rd person which show how small he is in retrospective view. When pip enters the room with Miss Havishem in it, he feels scared but he is still polite towards her. When she I talking to pop he tries to avoid eye contact wit her when Miss Havishem asks if he is scared of a women who has not daylight since before he was born, he lies and says no. when she calls Estella in the room, pip immediately fall in love with her, but when she says no because he is a working class boy, he turn his back on Joe and hates him because he did teach him how to be a gentle man and cries then kicks the wall. In Great Expectations, Dickens writes in the first person about Pip life. Chapters one and eight are the two key chapters that are enough to hook the reader. Dickens includes strange characters, like Magwitch in the cemetery. The story is a journey of pips life from child hood to man hood and it shows all his emotions and fears through out. Dickens uses his imagination which appeals to the audience and his vocabulary to his advantage, writing out all pips emotions, making you feel as if you were Pip, which makes this a very good and famous story. All of the characters are different and each has their own dramatic events. Great expectation is a well known novel because it hooks you from the 1st chapter all the way to the end.

Changes In The Representation Of Women In Advertising Essay

Changes In The Representation Of Women In Advertising Essay Advertisements are one of the most cultural factors which mould and reflect society. They are a ubiquitous and inevitable part of everyones life: even if we do not read a newspaper or watch television, the images posted over our urban surrounding are inescapable. The advertisement translates these statements to us as human statements: they are given a humanly symbolic exchange value. (Wiliamson, 1976) Many theorists believe that perceived gender roles form the bases for the development of gender identity and thus it is vital to study the theories used to enforce these gender stereotypes and their shifts. Eaglys social role theory implies that gender roles based on stereotypes have been developed due to sexual division of labour and societal expectations. Eagly (1987) differentiates among the common and age scopes of gender-stereotyped features. The common character is categorized by elements, such as nurturance and emotional expressiveness, mostly linked with household activities, and thus, with women. The age role is categorized by characteristics such as hostility and sovereignty, mostly linked with communal activities, and thus, with men. Gender roles strongly influence behaviour when cultures support gender stereotypes and build up strong expectations based on those stereotypes (Eagly 1987). According to Deaux and Lewis gender stereotypes differ on four dimensions: traits, rol e behaviors, physical characteristics, and occupations (Deaux and Lewis 1983). This work is further developed by Berm who stated that Gender stereotypes are implanted through childhood socialization and are reinforced in adulthood. This thought is supported by Berms Gender schema theory, which presents the idea that children learn how their cultures define the roles of both women and men and then internalize the knowledge acquired as gender schema. (bem 1993) Feminist legal theory is based on the belief that the law is instrumental in womens historical subordination. There are two elements of the feminist legal theory. First, feminist jurisprudence aims to explain the ways in which the law played a role in womens former subordinate status and in the latter, feminist legal theory is dedicated to changing womens status through a reworking of the law and its approach to gender. According to Gunther women in television adverts prior to 1970s were not shown to be in paid work, and when they were, they would be stereotypical jobs such as a nurse or personal assistant. Housewife culture declined after the 1950s, but it was still common during the 1960s and 1970s (Gunther, 1995 :34). Content analysis of advertising in television during the 1970s provided strong evidence of the existence of stereotyping. All adverts which featured women showed three quarters were for kitchen and bathroom products. Men were viewed with powerful authoritative roles and provided the dependable voice-over (Ibid: 35) Research in the late 1970s and early 1980s reinforced a continuation of these trends, with men shown at work and women as housewives and mothers at home. Nonetheless, it became more common for men to be shown at home as well, in the role of husband or father, and the range of womens occupations increased (ibid : 36, 37). This is reminiscent of the Social Learning Theory. During the late 1970s women in advertising played a central focus on beauty, cleanliness, family and pleasing others. In the 1980s TV advertising started to conceptualize the idea of the busy working women by offering solutions to the working woman, who was assumed, would still perform household tasks such as cooking and cleaning. Pg 55Through the early 1990s, a study was conducted of 500 prime-time TV ads in the UK, by Cumber batch (reported in Strinati, 1995: 86),and it was deduced that advertiser had seemingly become vary of many years advertisers were reluctant to do anything different from the conservative stereotypical gender roles until in the 1970s and 1980s feminists took the protest to roads. Pg 55 Television audience are bombarded with images and slogans through advertisements. In 2000 Nielsen Media Research and Radio Advertising Bureau survey concluded that the average U.S. household, watched more than seven hours of television per day (Albarran, 2000). Audience subconsciously memorize slogans and absorb images without questioning them. This is known as the cultivation effect (Gerbner, Gross, Morgan and Signorieli (1980)) .The effect of this exposure produces cultivation, or teaching of a common worldview, common roles and common values. (Gerbner, Gross, Morgan Signorieli, 1980, p.10). In order to understand the change in female stereotypes we must apply a semiotic analysis to the advertisements in the contrasting time frames.Williamson (1978) stated that semiotics studies looks at any system of signs whether the substance is verbal, visual or a complex mixture of both. (Semiotics and Ideology (n.d) para.2). Ideology is the meaning made necessary by the conditions of society while helping to perpetuate those conditions. (Williamson (1978) p.13). We must first discuss intersubjectivity, (OSullivan, Hartley, Saunders, Montgomery, Fiske, (1994) p.157 158) As the audience In order to understand advertisements we must learn how to read them. It is vital to deconstruct them by the use of encoding and decoding. Encoding is performed by the transmitter of the advertisement message and decoding is a process accomplished by the receiving audience. The visual message is the most important element of a television advert because through it, its semiotic system of codes and co nventions it attracts potential buyers of the product. Most female personal care products target consumers by offering them an idealized reader-image (McCracken (1992 p.20). Thus television advertisements attract the audience by selling them visions of how they would like to see themselves. The codes and conventions on the advert have been transgressed by Dove which as a brand has taken a sharp turn away from traditional conventional ideologies of female perceptions. Advertisements must take into account not only the inherent qualities and attributes of the products they are trying to sell, but also the way in which they can make those properties mean something to usà ¢Ã¢â€š ¬Ã‚ ¦ The components of advertisements are variable and not necessarily part of one language or social discourse. Advertisements rather provide a structure which is capable of transforming the language of objects into that of people, and vice versa. Judith Williamson, Decoding Advertisements, 1978, p.12 (flake doc) According to Gerbner; common media learning has increased television viewing is associated with more stereotypical views, especially of gender (Allan Scott, 1996). Gerbner et al (1980) argued that for frequent heavy viewers, television virtually subsumes and monopolizes other sources of information, ideas and consciousness. Furthermore, the frequent viewers perceive the world as television depictions . (Gerbner, et al., 1980). Dove old advert The advertisements of the early 1960s begin with a male voice over. This man narrates the advert and his claims of Dove being new and revolutionary and this is reinforced through female narration. This can be said to be reflective of male patriarchy dominant at during the late 1950s and early 1960.The key word in the advert is new and is repeated, in each case before the brand name. The readers eye is drawn simultaneously to the models eyes and face, and the text onscreen. The Advert emphasized as the brand name and thus the text anchors the connotative meaning of the product but new is the first word you read. Cosmetics advertisers aim to reduce competition by conveying that their products are the newest product with the latest technological advances. Emphasis in adverts is placed on the new key property of the product. For example, Dove creams and cleanses your skin and boasts that other products only cleanse and dry ; here, there is a strong implication of criticism of other brand s and products and this encourages women to be critical of themselves and their peers in using wearing of out-of-date brands that do not embody the latest key properties or technology. The beginning of the advert contains a picture of the products packaging; this is what the audience is to look for when buying the product. The image of the dove represents Greek connotations of Aphrodite, goddess of beauty and love thus representing traditional female beauty and characteristics. Next the audiences see a perfectly manicured female hand , this continues to reinforce female notions of beauty. Once the product is unpackaged the bar of soap is curvy, this could questionably parallel the unpack aging of the female body which like the soap is also curvy. The words completely new are draw upon the eyes of the audience eye drawn and this point is reinforced by the narrative. The audience is introduced to the product by a male voice over. A Female voice over refers to the cleaning of the product cleaning, a subtle reference to the position of women in the home, filling of bar may also be representative of cooking. She continues to talk about cleansing, the product cleans and creams and this is repeated and is reinforced to the audience. The male voice then reinforces the positives of the products; his commentary is similar to that of a scientists new discovery. Its can be argued that the mode in the advert acts as a guinea pig for the experimental use of the product, it is her purpose to serve the male voice over. We are only able to view the models face, and towards the end of the advert her makeup changes as if she were ready to go out, for a date perhaps, and in this transformation she is rewarded by an anonymous male, whose hand we see as he caresses her cheek continuing to reinforce the previous Aphrodite notions beauty and love and desire to please in a patriarchal society and fulfil beauty expectations. The ad consists of a visual subject which in this case is the soap and an object, the soap bar, while subconsciously portraying the subject as the women and the object as her Female curves. This reinforces traditional gender stereotypes as the objects beauty is acknowledged by male presence. I will now introduce and analyze recent Dove television adverts according to semiotics. I am looking to see how the representation of women is conveyed and to see if the operation of patriarchy is apparent. I suspect that I will be able to deduce that all of these adverts operate patriarchy through similar ideologies presented through, images and articles in magazine about their products. The advert then shows the ordinary women having fun at photo shoot. In the new television advert the models are relaxed and it appears as if they are chatting to their girlfriends. The self-touching conveys the impression of narcissism, admiring ones own body and displaying it to others. Furthermore, in the firming body products campaign we are first introduced to the model via an audition we see real women, wearing ordinary clothing, jeans and simple tops and not glamorous silk gowns. They are all different shapes, sizes and ethnicities. The larger women unconventionally and ironically are wearing lower cut blouses. Next the audience views the women using of products in ordinary household environments. The use of a female voice portrays societal liberisation of women and her voice has a relaxed jovial tone as she refers to size 8 women. The female voice of dove, implies that size 8 women note real women but merely fictional supermodels. She refers to large hips and pear shape, this healthy fruit are Dove a promoting a healthier fuller figure. Women are in white lingerie this mirrors the color of the dove which is free and liberated. A twenty first century interpretation of the dove may be interpreted as the present greater liberation, peace and freedom which is reinforced in Doves new ad campaign. During the photo shoot there is a male voice present in the background. He wears black perhaps because he not as free and liberated as women and is confined to the antiquity of black which contrasts the free soaring spirit of Dove. In comparison to the 1960s ad, the earlier is more informative about the product where as the new advert, focuss on the self in comparison to the prior which focuss on the product. In the new advert the narrator only names the products and reinforces that their tested on real women The absence of obvious sex appeal in this ad displaces the use of the product as a method of attracting the male. Instead the womans focus is on attaining for herself the advertised qualities embodied other women shown. The ad uses empowerment to sell the product because the majority of women in their late thirties or early forties who are considering firming products are likely to have already attracted a male. It is the qualities embodied by real women that the ad is making desirable, and then attainable through the product itself. Dove claim they have changed all this by revoloutionalizing societal perceptions of beauty. By presenting real women in their lingerie the brand expresses the societal liberation of female freedom and sexuality. Women in their campaign are not presented with traditional sexual connotations as vixens; hour glass body shapes, long hair, large bust, instead the women in the 21st century ad campaign are perfectly flawed. This campaign broke stereotypical rules and took beauty taboos head on. The Dove Campaign for Real Beauty (CFRB) textually reveals that CFRB employs feminist signs to reference a key binary resistance in feminist politics discussing liberation and oppression; in the presentation of an ideology of real beauty. This message promotes Dove as a mechanism of change to the view of societal perceptions of limiting and unattainable female beauty, a position influential feminists support in mainstream media and through corporate partnership. This analysis suggests that real beauty is a new stereotype within the dominant ideology of female beauty; the attributes of thin, young, and blonde are replaced by many shapes, sizes, colours and ages, yet the real women are presented to arouse public dialogue about their physical beauty while promoting Dove and its products; resulting in sexual objectification of their image. Also as the definition of real beauty embraces self-esteem, CFRB produces a demanding, oppressive beauty stereotype for female consumption than the do minant stereotype which emphasizes only physical standards. Ultimately, CFRB support the patriarchal view of female identity as a consumer through the ideological consumption of real beauty and fiscal consumption of Dove products. This analysis provides a history of the relationships between feminists women in advertising, and the assembly of beauty advertising to observe the construction structure of CFRB. In earlier decades the aim for women was to attract a man and be in a loving relationship. The focus has shifted, however, and the goal now is to be slim, attractive, and happy, regardless of lifestyle, and whether or not an individual is in a successful relationship or not. It is through inter-subjectivity that cultural identity is affirmed. Just as advertising influences culture, so too does it reflect trends and cultural values. Advertising in womens products represents a utopian view of the world and sells the product by selling stereotypical aspirations to attain the lifestyles or the looks represented in their texts. Henceforth, Margaret Duffy claimed that advertising, Popular academics have seen it as anti-humanistic, a creator of unnecessary needs and desires. (Duffy as cited by Manca and Manca, 1994, p.5). Unlike big clothing brands like Gucci or Prada for example, self care products cannot be identified by displaying the brand name in the actual cream or soap bar but instea d, advertisements such as this encourage women to look critically at each others physical appearance and gossip about how other women look. The old dove advert exemplifies elements of both the social learning and the gender schema theory. As we are socialized into our gender roles females traditionally have been concerned about their appearance and focuses on trying to please the opposite sex. This is reiterated by doves ad campaign buy the males reassuring hand of the womans soft beautiful skin. This social acceptance is reinforced by the gender schema theory which describes women as gentile creatures. Thus these two work hand in hand in a repetitive cycle. In contrast to this contemporary dove advertisements are influenced by feminist legal theory. The female voice over mirrors social power acquired by women in the early 20th century and after WWII. This is made even more apparent by the partly dressed models that break traditional gender stereotypes of beautiful pin up women as they appear in all shapes and sizes. FLAKE intro the second ad Chocolate seems more decadent than other confectionery because we have been sold this myth. The audience treats the signifiers in advertisements as though they are truths rather than our own constructions, which are enabled by refined publicity teams. This tendency to accept signs stems advertising has signified a cultural scepticism which in return has acted as the signifier for a new system of parody in advertisement which humours the system of unconscious connotations whilst achieving the goal of selling the product within the same system of denotations and connotations which it ridicules. The Cadburys Flake television advertisements of the 1970s and 80s depict young, beautiful white women in romantic dreamscapes, i.e. the poppy field, the Victorian-style bathroom, content in their independence, yet eroticised by the sexual relationship they share with their phallic chocolate bars The advert begins with the flake girls licking her lips, she then holds up the erected chocolate bar which becomes the central focal point for the audience. We are given time to read the name of the chocolate which then is followed by music. As the music proceeds the flake girl begins to unwrap the bar and slowly and places it in her mouth not taking a bite this may be interpreted to mirror the sexual acts. The girl presents traditional beauty appearance, her makeup draws attention to her eyes and lips her straight hair also represents phallic images and traditional beauty connotations similar to that in the Dove adverts of 1960s presenting the beauty of Aphrodite. She places the chocolate seductively in her mouth and as the sun shines behind her she enters into her sexual fantasy a beach with a back horse. This stallion may be representative of a man, strong, learn and being lead by a strong female from the 1960s. She finally smiles as she enjoys the creamy chocolate. Most prominent in this advert is the female voice over, this being representative of political change. . These images appeal to the consumer, who makes connections between the visual subject, the chocolate and the visual object the chocolate bar in contrast to the subconscious subject sex and the subconscious object the lack of the male penis. The substitution of the chocolate bar for phallic images is all the more erotic when the audience is exposed to close-up images of white females rouge stained or gloss-laden lips wrapping themselves around the brown bar. The attributes of the chocolate; its distinctive shape and texture are connoted into a meaning of sexual desire and satisfaction. These myths then become the Flakes identity. Flake has removed the idea of the Flake girl who traditionally has sensually nibbled the chocolate bar since 1959. The new campaign aims to focus on the beauty and delicacy of the Flake bar, as opposed to the Flake girl succumbing to the mouth watering chocolate. The ad features Russian model Yulia Lobova and 200 metres of yellow fabric. The fabric twirls around the model as a yellow dress in an analogy of the Flake bar. For the past seven months the UK Cadbury team have been working on creating a new campaign that helps give Flake a fresh, contemporary approach, said Phil Rumbol, UK marketing director at Cadbury. We wanted to focus on the beauty of the product rather than just the sensuality of eating it we consider Flake to be a truly unique product and its still going strong in its 90th year. The signifiers in the new advert are the colours purple and yellow from which the audience picks up on the significant code and recognises the brand. The floating women in the luxurious material signify the beauty and luxury of the brand and product. The material unwraps a woman where s previously it was the ale phallic. This advertisement can be used for a global audience, the lacking of language ad simple images sounds and colours relates to a wider audience. The models makeup is also subtle in comparison to previous flake girls. The traditional beauty and enhancement of eyes and lips is not as apparent. Flake old advert- influenced by feminist legal theory and like women rebels against the societal perception and position of women. This is exemplified by the female voiceover. Ironically this advertisement presents another female stereotype of the sexual women and not a home maker. This is a stereotype which was not taught during the early 1960s however female presence in society was seeing a change, perhaps Cadbury were attempting to create a new stereotype or perhaps trying to break traditional conventions and set new set new social learning theoretical perspectives. New ad- Cadbury has once again created a new stereotype but this time of not gender but of pleasure , presenting their chocolate not with sexual connotations. However Cadbury still use a female who is lost in some form of desire however this advert focuses on the chocolate rather than its The desirable indulgence in this ad is the chocolate itself rather than the subconscious portrayal of a phallic image. The fantasy is constant however the nature of the new adverts emphasizes on the changes of gender stereotypical roles in comparison to the old one. CONCLUSION Having explored the ideals of femininity in television advertisements we can argue that they are revealed to be carefully constructed in their layout, choice of colour, packaging and the product itself, text, language used, and which model has been photographed to represent the brands ideology through the codes and conventions it adheres to. In some adverts consumption of the product is implied to lead to being loved, cared for and protected by a man and this is portrayed as highly desirable in the case of dove. In contrast the new campaign shows a female empowered to stand alone without masculine approval, and to consume the product as a luxury for herself, not to make her more attractive to a man. Flake In conclusion the advertising has evolved from traditional notions of female stereotypes alternative to that of dove to minimalist advertising which is based on consumers socially acquired knowledge for e.g it will be commonly known for all the audiences the colours of flakes packaging similarly to this the logo of dove and the colours of the packaging. Even though gender stereotypical roles in adverts have tremendously evolved since 1960s while performing the semiotics of both the adverts an interesting pattern of similarity lead to decipher a rare connection between the new dove ad and the old flake ad. In the dove new ad the confidence of women to be comfortable with their appearance no matter how they look without male dominance and the confidence of the flake girl in the old advert to have her own fantasy where she leads the masculine horse figure shows power and dominance portrayed by both then dove women and the flake girls. It could be argued that Cadbury has been ahead of times in modern portrayal of gender stereotyping however it still follows the traditional pattern to gender stereotyping showing a stereotypically beautiful white Russian model while Dove has broken this convention and introduced a new form of gender stereotypical role. Creating new stereotypes. In addition, many television adverts carry an implication of women being confident, successful and strong. From closer study it becomes clearer that this masks the operation of patriarchy which uses representations of women in adverts to suppress the empowerment and independence of women in real life. Again Dove differs here from other advertising campaigns by showing positive images of women who do not conform to the unattainable ideal standard of beauty shown in other ads and Cadbury create a new implication of female empowerment. However such implications were evident in adverts during the 1960s. It is obvious that advertising plays a major part in creating and maintaining the consumer culture in which we live. It can be argued that if the public had greater awareness to the negative images in the mass media in reference to women, they would be able to distinguish between their actual needs and those created by factors such as peer pressure, advertising, and low self-confidence. Cash Pruzinsky (1990, p.51) stated two perspectives which form our appearance, one from the inside and one from the outside. The relationship between these perspectives is central when discussing self-esteem and body image, but it is our physical appearance which provides advertisements with their material. Despite this it is our feelings about how we look from the inside and our insecurities which enable adverts to work. Fiske says, An advert is only the inter textual circulation of its meanings, a set of unfinished meanings in process. Texts are not signifying objects but agents, instances and reso urces of popular culture. (1991, p.124 125) It is only when being read or viewed and its meaning interpreted by individuals that the advert becomes whole and performs the function of selling a product. Without human interaction an advertisement can only be looked at as a manifestation of the world surrounding it.