ECONOMICS AND BUSINESS STRATEGIES Essay Example | Topics and Well Written Essays - 1500 words

ECONOMICS AND BUSINESS STRATEGIES - Essay Example One of the popular measures of competitive balance is the actual square root of the variance of win-ratios of a certain season and it is compared with the mean root square deviation of the win ratios in the most ‘appropriate’ case where the wins are allocated in a random manner (Owen, Ryan and Weatherston, 2005, pp.4-5). According to Zimbalist, the professional sports teams participating in a league both corporate and compete with each other. The success of a competition is dependent upon the degree of uncertainty of outcomes. It can be stated differently as the degree of competition among the teams acts as a factor in the success of a league. (Zimbalist 2003, Sports as Business, pp. 503). By perfect competition, economists define a market structure under some assumptions which are unlikely to exist in the real world scenario. It talks about a market where the market power of the participants is limited to set the price of a homogeneous product. Some of its characteristics include unlimited number of buyers and sellers, factors are free to move, and perfect information exists to all the participants. When a firm is able to gather higher levels of profits than the average of all other firms existing in its industry, a situation of competitive advantage is said to exist for the firm and it is of mainly two types namely advantage over costs and differentiation advantage. To attain a successful sporting outcome it is required to maintain a certain degree of competitive balance which is described in the hypothesis of â€Å"uncertainty of outcome†. Gate sharing revenue is one of the popular means of improving competitive balance. This means is very common knock out competitions. However some other means of improving the competitive balance includes salary caps, and luxury taxes. The Major League Baseball adopted an equal splitting of gate receipts which were reduced with time. Since 2003 the clubs participating in the American League

Air Conditioning System Design for the Commercial Office Building Essay

Air Conditioning System Design for the Commercial Office Building - Essay Example Central systems are used for circulating conditioned air to different parts of the building. The primary advantage of such systems is maintaining of uniform temperatures throughout the building. While designing the system air distribution, temperatures and cost-effectiveness are important criteria. The system is comprised of plenums for supply and return; ducts; fittings; and associated components. Air handling units operate as a package unit with plant units. The system is assembled with pipework, ductwork and electrical connections at the site. The fan is placed upstream of the heater battery and cooling coil as the fans operate ideally when the system resistance of the outlet. The air distribution system is a separate distribution system as there are the specific temperature and humidity requirements. The air leakage limit is in accordance with the operating static pressure in excess of 750Pa according to the Code of Practice. The fan system has been designed as the sum of all fans required for the design conditions. Considerations include intake of outdoor air; circulation of air between heating and cooling source and space to be air-conditioned. Exhaust is to the outdoors. According to the Code of Practice Supply of constant air volume at design conditions does not exceed 1.6 W per L/s based on total fan motor power required for constant air volume fan system; and 2.1 W per K/s of supply air quantity for variable air volume system. Each floor has been considered as a zone, and individual thermostatic controls operate each air conditioned zone. However, controls do not permit heating and cooling operation simultaneously, or heating previously cooled air or vice versa. The air conditioning system includes automatic control devices for regulation of temperature. The thermostatic controls are able of adjusting setpoint temperature for the space being served.  A humidistat has been included as a part of a system that is capable of adding or removing moisture for maintaining specific humidity levels.

Consultation and Collaboration Research Paper Example | Topics and Well Written Essays - 1250 words

Consultation and Collaboration - Research Paper Example Collaboration is essentials when ensuring that all students, including those with special needs, are included in the general classroom appropriately. The teachers and their counselor collaborators must also be aware of what the best approach to the use of collaboration to the benefit of the students is. Owing to the fact that teachers normally do not possess qualifications that are necessary in the provision of the best possible education to all students, using a counseling expert aids in the creation of appropriate environments for learning. While collaborative consultation happens away from the general classroom, whereby the counselor provides information to the teacher in the general classroom, it can also occur where a counselor consults many teachers in more than one classroom through offering help to students without being present during all lessons in the general classroom (Coleman & Yeh, 2008). The most popular form of consultation today in schools is the collaborative proces s model, while the expertise-driven model is a less popular method. In this collaborative consultation, the counselor works with the teachers in the school as a partner or as a co-expert (Kampwirth & Powers, 2012). This is different from the expertise-driven model of consultation that has the counselor as the only expert for the topic. Collaborative consultation is mainly focused on the building of rapport, finding solution to problems, as well as building the capacity for systemic-organizations, groups, or individuals to benefit the identified population of clients or single clients (Kampwirth & Powers, 2012). School counselors who use collaborative consultation processes can involve teachers and school principals as co-experts during the identification of contributing factors and the generation of solutions to issues concerning absenteeism of students (Kampwirth & Powers, 2012). The school counselor in the expertise-driven model undertakes the whole process alone in order to deter mine the best possible solution, which they then provide to the schoolteacher. School counselors are influenced in choosing the correct method of consultation based on various theoretical paradigms that govern the counselor’s and teacher’s viewpoint (Brigman, 2009). There is varied support for the framework of consultation with particular model premises being easily tested through the use of linear and empirical means than others. For this reason, it is essential for counselors in the school setting to investigate the framework that is supportive of their practice in effect. With regards to the developed frameworks for consultation, there are three main frameworks, which include behavioral-eclectic consultation, mental health consultation, and systemic-organizational consultation. The framework for mental health consultation focuses mainly on capacity building with regards to individual counselors so as to help them work well with their clients, issues that concern the ir clients, as well as the organizational context (Brigman, 2009). The behavioral-eclectic model of consultation has its main focus on the alteration of problem behaviors that are clearly articulated and engaged in by the clients whom the teachers have already identified. The process through which clients are involved in behavior change has the ability to improve individual counselor capacities. The framework of systemic-organiza

Teleconferencing Research Paper Example | Topics and Well Written Essays - 1000 words

Teleconferencing - Research Paper Example Same way, lack of communication results in failure of the organization to know more about the employee needs. Internal organizational communication can occur both in the verbal and nonverbal forms. Some people have the misconception that the internal organizational communication occurs through paper works alone. In fact paper works is only one among the so many internal communication methods available. This paper analyses teleconferencing as an internal organizational communication method. Teleconferencing is the process of telephonic communication between more than two parties. Private Branch Exchange (PBX) systems available in organizations help the employees of an organization to communicate properly through teleconferencing method. Every telephone is wired to the PBX system so that all the people who attend the different telephone lines can talk each other. While normal teleconferencing methods provide only the audio exchanges, video teleconferencing methods can exchange video also. In other words, video teleconferencing enables an organization to communicate each other face to face. The figure given below illustrates a typical teleconferencing system in an organization. There are basically three kinds of teleconferencing device: one that allows audio conferencing and verbal communication, which is carried out using the telephone, one that allows video conferencing, and one that allows computer and printed conferencing via computer terminals (Furnem). Modern technologies allowing fast streaming of audio and video media and hence the quality of teleconferencing has improved a lot. It is possible to communicate instantly without any interruption using videoconferencing or audio conferencing methods now. Teleconferencings advantages are that the technology is familiar to anyone who uses a phone, its easy to set up, and it offers good audio interactivity for small groups (Teleconferencing). Teleconferencing

The Feminist Movement Development Essay Example for Free

The Feminist Movement Development Essay Different sources offer different information regarding exactly when the feminist movement started. Some references state that the feminism thought dates back to the sixth century BC. The New Internationalist (1992) states: There have always been independent feminists. In sixth century BC Greece, Sappho wrote lesbian poetry and ran a girls school. The fifteenth century French writer Christine de Pisan is now regarded as a feminist thinker. In the seventeenth century English adventurer and political activist Aphra Benn was getting embroiled in the West Indian slave rebellion and writing 13 novels. The radical way in which some men were thinking during the Age of Reason incidentally changed attitudes towards women. Thinkers like Newton, Locke, Voltaire and Diderot believed that science and reason could explain the world. They began to analyze women in terms of what they deemed natural rather than what was divinely ordained. This was not necessarily better for women. From the 17th century onwards below are the major feminist movement developments according to the New Internationalist (1992). Women played a major role in the 1789 French Revolution and the ideal of Republican Motherhood took shape. But, some argued, if women had the task of bringing up the new citizens, they should also have status. Feminist pamphlets proliferated. In her Rights of Woman, Olympe de Gourges wrote: Woman is born free and her rights are the same as those of man if women have the right to go to the scaffold, they must also have the right to go to Parliament. Parisian women formed political clubs and associations to campaign on issues affecting them. But the male leaders of the Revolution were basically hostile and in 1793 they outlawed all womens clubs. A womans place was in the home, they ruled. This hostility persisted through the nineteenth century. The Napoleonic Code gave all management of family funds to the husband. Not until 1909 did French women have control over their own earnings. Not until 1944 did they get the vote. The Stanford Encyclopedia of Philosophy (2004) states the below developments on feminism from the 1800s onwards: In the mid-1800s the term ‘feminism’ was used to refer to the qualities of females, and it was not until after the First International Womens Conference in Paris in 1892 that the term, following the French term feministe, was used regularly in English for a belief in and advocacy of equal rights for women based on the idea of the equality of the sexes. Although the term feminism in English is rooted in the mobilization for woman suffrage in Europe and the US during the late 19th and early 20th century, of course efforts to obtain justice for women did not begin or end with this period of activism. So some have found it useful to think of the womens movement in the US as occurring in waves. On the wave model, the struggle to achieve basic political rights during the period from the mid-19th century until the passage of the Nineteenth Amendment in 1920 counts as First Wave feminism. Feminism waned between the two world wars, to be revived in the late 1960s and early 1970s as Second Wave feminism. In this second wave, feminists pushed beyond the early quest for political rights to fight for greater equality across the board, e. g. , in education, the workplace, and at home. More recent transformations of feminism have resulted in a Third Wave.

Fantastic Voyage Battle of the Lung Essay Example for Free

Fantastic Voyage Battle of the Lung Essay Good morning everyone! Signing on, India Hornsby with ASAP Health. I will be reporting live inside Mrs. Frizzle. She has been under the weather for about two days now. A bacterium is invading the lower lobe of her right lung. It’s my job to pilot the invasion and do a live report on what I see. I will enter from the right femoral vein and follow a path to the lower lobe of the right lung via the right pulmonary artery. I will be describing the structures that I pass by and through. Once I have reached the lung, I will describe the structures that I see and discuss how the body fights against the invader. After that I will exit the body cross the alveolar membrane on a path and out the nose. I will enter Mrs. Frizzle body through the femoral vein. The femoral vein is located in the upper thigh and pelvic region of the body and runs close to the femoral artery (Yahoo Health, 2012). It’s one of the larger veins in the venal system (Yahoo Health, 2012). The femoral vein returns blood in the leg to the heart via the iliac vein (WiseGeek, 2012). Continuing North from the femoral vein I will pass through the inguinal ligament. The inguinal ligament forms a band that runs from the anterior superior iliac spine to the pubis area of the spine (Yahoo Health, 2012). It serves as a base to the inguinal canal because hernias can form there. The main function of the inguinal ligament is to protect the tissue that is constantly moving in the trunk and lower extremities of the body (Yahoo Health, 2012). From the inguinal ligament still heading north I will pass through the external iliac vein. The external iliac vein is a continuation of the femoral vein above the inguinal ligament. It starts at the groin and runs along the edge of the pelvic area (Yahoo Health, 2012). When it is combined with the internal iliac vein it forms the common iliac vein. The external iliac vein drains the leg and lower part of the anterior abdominal wall (Merriam-Webster, 2012). As I continue on I will pass the internal iliac vein to the East. The internal iliac vein combines with the external iliac vein to form the common iliac vein. It drains the pelvis, gluteal, and perineal regions (Merriam-Webster, 2012). Next I will be passing through the common iliac vein, which is formed by the external and internal iliac veins. It allows blood circulation from the lower abdomen and legs (Wise Geek, 2012). The hepatic vein carries deoxygenated blood out of the liver and into the inferior vena cava (Wise Geek, 2012). The blood that was used to feed the liver and the blood from the gastrointestinal tract, spleen, pancreas, and gallbladder is transported through the hepatic vein. From the hepatic vein I will then pass through the inferior vena cava. The inferior vena cava runs behind the abdominal cavity and alongside the right vertebra column of the spine (Yahoo Health, 2012). It carries oxygen depleted blood from the lower part of the body back to the heart. The inferior vena cava empties into the right atrium (Yahoo Health, 2012). Next stop is the right atrium. It’s located on the lower back side of the heart. The right atrium is one of the four chambers of the heart. Blood enters the heart through the two atriums (Yahoo Health, 2012). Oxygen depleted blood enters the right atrium via the inferior and superior vena cava (Yahoo Health, 2012). I will then pass through the tricuspid valve. It forms the boundary between the right ventricle and atrium (Yahoo Health, 2012). The tricuspid valve has tree flaps that keep blood from going back into the right atrium when they are closed. Next I will be moving on to the right ventricle. It is one of the four chambers of the heart, located at the lower left portion of the heart below the right atrium and opposite the left ventricle (Yahoo Health, 2012). The right ventricle is responsible for pumping oxygen depleted blood to the lungs. I will now pass through the right pulmonary artery. It begins at the base of the heart’s right ventricle and is approximately 3 cm in diameter and 5 cm in length (Yahoo Health, 2012). It then splits into the left and right pulmonary arteries. The right pulmonary artery delivers oxygen depleted blood to the right lung. From the right pulmonary artery I have made it to the right lung. Once in the lung I will travel South West to reach the lower lobe of the right lung. I’m finally in the lung. I can finally see what it looks like. I see a structure that looks like a three without leaves. I am passing the right primary bronchi. It is a tube like structure that allow for the passage of air between the trachea and lung (Health Type, 2012). As I move along the right primary bronchi branches off into the right secondary bronchi. Each one of the bronchi serves as an airway to a specific lobe of the lung (Wikipedia, 2011). The bronchi have cartilage plates, smooth muscles, and mucus-secreting gland cells in its wall (Wikipedia, 2011). They contain cilia, which removes dust and debris. Wow! The right secondary bronchi are branching off into very small passageways called bronchioles. The bronchioles are responsible for controlling air distribution and airflow resistance in the lungs (Wise Geek, 2012). They also contain cilia that help move air through the system. The bronchioles are now terminating at the alveolar ducts. They are the tiny end ducts that fill the lungs. At the end of the alveolar ducts are the alveolar sacs. The alveolar sacs resemble a cluster of grapes (Structure and Function, 2008). The walls of the alveolar sacs are made up of numerous alveoli, each of them resemble a single grape (Structure and Function, 2008). To fight the bacterium invasion in Mrs. Frizzle body a group of many organs and billions of freely-moving and trillions of free-floating molecules in different areas of the body work together (Structure and Function, 2008). Nonspecific or innate immunity is maintained by mechanisms that attack any irritant or abnormal substance that threatens the internal environment (Structure and Function, 2008). Mrs. Frizzle nonspecific immunity kicked in when the invading bacterium entered the lung. Pac man-like white blood cells called monocytes and macrophages take action. They then busily recruit a number of other cells including more macrophages, neutrophils, and natural killer cells (Greater Immunity, 2010). All these cells work together to defeat the invader. In the body’s defense, Mrs. Frizzle will develop a fever. The fever is the body’s way of dealing more effectively with the invader. Later, during recovery, lymphocytes become active and create antibodies which will help Mrs. Frizzle deal with that particular bacterium, if she happens to encounter it again (Greater Immunity, 2010). The activated lymphocytes and antibodies become part of Mrs. Frizzle acquired immunity. Specific or acquired immunity includes protective mechanisms that confer specific protection against certain types of invading bacteria or other toxic material (Structure and Function, 2008). Mrs. Frizzle built up specific immunity during her illness. Her memory cells in her immune system learned the illness and remembered how to beat it in the future if it was to occur again. Specific immunity can be natural or artificial. Natural immunity is naturally inherited from the parents. Artificial immunity is immunization. Now that the â€Å"Battle of the Lung† is documented I can return home. I will now cross the alveolar membrane into the alveoli. I will take the alveoli to the bronchioles. From the bronchioles I will pass through the bronchi. I will then take the bronchi to the trachea. Next I will take the trachea to the nasopharynx. Upon leaving the nasopharynx I will arrive at the orthopharynx. I will then take the orthopharynx to my destination, out the nose. This was indeed a fantastic voyage. I hope you have learned just as much as I have. Signing out, India Hornsby at ASAP Health.

Advertising Skin Care And Beauty Products Media Essay

Advertising Skin Care And Beauty Products Media Essay Skin care products with whitening and lightening function have been introduced to the Asian market over the past decades years and it recorded as the best-selling product categories in the Asian beauty industry. (Ashikari, 2005)According to the study title The Quest for Beauty: Asias Fascination with Pale face (2009) stated the total whitening marketing is forecasted the market will be continuing to $18 billion and the rate of growth is around 12 per cent annually. (Deirde,B, Helen, C, Mark, D, F, 2010, p26) In South East Asia, there are more than 62 skin lightening products were introduced in year 2008. Besides, the involvement of women in the workforce increases in their income and wealth. Most of the women tend to buy the whitening product to lighten their skin. (Deirde,B, Helen, C, Mark, D, F, 2010) To fulfill the consumer needs, the whitening product was still developing to match the market demand. (August, 2008) The result of the Asian women using skin lightening products is sh own in the Table 2.1 Table 2.1: Result of Asian women using skin lightening products Asian country Estimated % of Women Using Skin Lightening Products Thailand 58 Philippine 50 Hong Kong 45 Malaysia 41 Indonesia 60-65 (Source from The Quest For Beauty: Asias Fascination With Pale Skin, p27, 2010) There are a lot of myths about fair skin tone. In the current social context, fair skin tone not only symbolizes womens beauty, but also will project womens marital prospects, job prospects, social status, and earning potential. (Ashikari 2003b; Goon and Craven 2003; Leslie 2004) One of the surveys was conducted in The Quest for Beauty: Asias Fascination with Pale face shown Malaysian men thought their partners would be more attractive with a fair skin tone. (Deirde,B, Helen, C, Mark, D, F, 2010) In the same study, it also stated that different culture may result in different interpretation on the meaning of whiteness. To provide a clearer picture, in Japan, fair skin is equal to wealth and high education level. As in Thailand, the fair skin is always associated with the higher social status and wealth. As contrast to the white, black, in Indian culture symbolize as underprivileged people and often related to dark, dirty, wrong, hell, and etc. On the contrary, Indian culture prefer l ighter skin tone as it associated with the Bright side of the culture. White, in Indian culture, is regard as a sign of beauty, purity, cleanliness, happiness, and symbol of power. (Arif 2004).Moreover, fair skin is also presented as good marriage in India. Overall, whiteness is an important predictor for presenting the positive image in the Indian society Desires for whiteness, under this chain of associations, is pursued Despite of the diverse cultural different in Asia region, they are holding the common belief to have light skin. However, some of the academics, activists and sociologists reflect the marketing of skin-lighteners as racism. (Sage, 2009; August, 2008; BBC News, 2003) In this research study, not only focus on the advertisement of women magazine in Malaysia, but also focus on whitening body care product. 2.2 Background There are several items will discuss in the session of background which included beauty products for women, the fairness is more craze, discrimination of people, advertising in general for these products, printed advertisement and magazine advertisements. 2.2.1 Beauty products for women Peoples needs and desires to be beautiful are supposed to be identical all over the world. With the aid of beauty product, people can gain confidence and stand in front of crowd without fear. In this modern society, the first impressions brought to people are crucial. People are increasingly emphasis on the appearance rather than other more durable criteria (Barthel 1988: 3) and emphasize on the decoration of the female body, with the aids of the fashion and cosmetic products (Barthel 1988: 8) Based on this reason, the latter product categories, the hair care, fragrance, and personal products are frequently used to enhance the attractiveness and the degree of sexuality on the person. Moreover, beauty also refers to traditional make-up, which included lipstick, mascara and foundation, as well as contemporary make-up, such as tinted/flavored lip balm/gloss. (Pawlowski, 2007) 2.2.2 Fairness is more craze According to Bray (2002), there are almost half of 35 to 54 years of Asians used skin care product with whitening function, some analysts have said it could be worth billions of dollars. In Asian countries, that has been a trend of growth of whitening and lightening product since that have long histories of utilizing fair skin as a key criterion of personal beauty. There is a Chinese idiom One whiteness can cover three kinds of ugliness. In people perception, fair skin is always a symbol of elegance and nobility. White jade is often used as a metaphor to describe such fairness. The preferences for white of fair skin are common in the modern Asian market. In India, for example, a significant part of many Sunday newspapers is dedicated to personal advertisements by men seeking fair-skinned brides (Leong, 2006) 2.2.3 Discrimination of people Although skin whitening product can lighten people skin tone, it may indirectly discriminate the races that have darker skin tone. For instance, that is an argument in India due to the Fair and Lovely advertisement. The advertisement showed a young, dark-skinned girls father lamenting he had no son to provide for him, as his daughters salary was not high enough the suggestion being that she could neither get a better job or get married because of her dark skin. (BBC News, 2003) This advertisement has an overwhelming responces. According to Luce and Merchant (2003), 90% of Indian women want to use whitening product and that is a phenomenal trend growth in the number of skin-lightening products. In their perception, fair skin represent good education and more likely to marry well. However, some of the sociologists and academics pointed out that is not only a wrong moral value, but also pollute the young generations mind. . (BBC News, 2003) According to Lipsitz (1998, p. 3), the power of whiteness depended not only on white hegemony over separate racialized groups, but also on manipulating racial outsiders to fight against one another, to compete with each other for white approval, and to seek the rewards and privileges of whiteness for themselves at the expense-literally-of other racialized populations. 2.2.4 Advertising in general for these products Television, radio station, internet, and even outdoors advertising are categorized as broadcast media. The different promotional tools will deliver different benefits to the advertisers. Due to this reasons, majority of global advertising adopting more than one type of advertising tool to promote their product 2.2.5 Print advertisement Print advertising defined as the dissemination of advertising messages using visual, printed item, such as newspapers, catalogs, mailers, flyers and magazine advertisement. (Jade, nd) Under the strong competition with other broadcast media, such as television and radio, print advertisement still place an important role to the advertiser. Compare with other broadcast media, print advertisement allow to present more detailed information. By the way, print advertisement such as newspaper and magazine refer as a high involvement of media, it means printed advertisement is more selectivity and it can help the company reach the specific target readers and customers. 2.2.6 Magazine advertisement Through magazine advertisement, the company can reach the certain target market in and educated the reader about the product knowledge in the short period. Besides, the cost of the advertising on magazine is much cheaper compare with other communication tool, such as television and radio. From the 1880s onwards, advertising has played a vital role in shaping the form and content of womens magazines. And, it has a clear and strong relationship between advertising and womens magazines. Besides, magazines were designed as forums for national advertisements aimed for women. According to Veronica (2010), there is no indication for change in the near future as the pattern has existed for more than 100 years. Magazines advertisement is essential tool for marketer because it provides a forum for gender targeted advertising. Marketer can effectively deliver their message to the target audiences. According to McCracken (1993), womens magazines refer as a powerful advertising medium since advertising occupies up to 95 per cent of the space in some womens magazines, earning these publications the more appropriate title, womens advertising magazines. Womens magazines, are a sphere of activity that readers view as an area of freedom, free choice and free time (McCracken 1993) and the advertising within creates new wants and needs. The statement from McCracken (1993) indicates the high readership for women magazines. The role of women magazines is slowly changing to the storytelling mechanism of society because of the increase of advertising material. (Jhally 2000: 30). 2.3 Variable 2.3.1 Size of the advertisement In general, the options of the size of the magazine classified into half page, one page, double page or more than two pages.(Pu, Y,R, 2003) According to McCracken (1993), women magazines contained 50%-60% of full-page advertisement. There large size of the advertisement provides a clearer advertisement detail and advertiser more easily to correct it. In the recent article, one of the researcher, double page of the advertisement can attract more one-quarter of reader than one page and one page of size advertisement can attract more one-third reader than half page. (Print Ad Placement, 2011) Some of the marketer will prefer half page size of advertisement, if they faced the tight budget problem. In the research study of L. Wasylkiw, A.A. Emms, R. Meuse, K.F. Poirier, (2009), the one page size of the advertisement are majority which is 85%. This may due to the price of advertising is reasonable and it is more easily to attract attention. 2.3.2 Advertising layout In the study conducted by (Anna, P, Peter, W, 2006) states that are 3 components in term of layout consists in the printed advertisement, which are visual information, verbal information and brand name. Different of advertisement layout reflect the different characteristic of product. According to the study of Pu, N, R, (2003), the author found that both personal and cosmetic product present their advertisement with visual and copy layout. In general, visual consider as visual element and copy defined as words. This may due to the visual element in the advertisement can serve to the visualization and verbal element serve to the verbalization. 2.3.3 Advertising copy elements Advertisement is a tool that used by marketers to deliver the intended message to their targeted customer. It is crucial to ensure the concept of the advertisement fit with the overall marketing objectives. For print advertisement, display copy and body copy are the two elements of copy sheet. (Anna, P; Peter, W, 2006) As defined by Wells et al (2006), display copy is the entire element that the reader able to see at the first glance, such as headlines, subhead lines, taglines and slogans. In general, headline is the words in the leading position of the advertisement and it also reflects as selling idea in the advertisement. (Anna, P; Peter, W, 2006; Major elements of copy for copywriting, nd) Usually, headlines of the advertisement presented in the large size and obvious position. With the aims of enhance the readability of the message, sub headlines normally presents in the new paragraphs with larger size and bold type. (Anna, P; Peter, W, 2006) Body copy defines as the text with smaller size typed which to provide a clear and further explanation about the product. (Anna, P; Peter, W, 2006) According to the Anna, P and Peter, W (2006), slogan regarded as a motto for a campaign, brand and company. To increase the probability to recall the advertisement, marketer usually integrated the slogan in the advertisement, to better address the products attribute. (Advertising Strategy, nd) 2.3.4 Color Color is a powerful element which represent for brand identification, feature reinforcement and differentiation. (Anna, P, Peter, W, 2006) Other than that, vibrancies of color also more easily to catch the attention of the audience, provide realism, establish moods and build brand identity. (Anna, P, Peter, W, 2006) According to the Pamela S. Schindler (1986), color advertisement had the higher response rate and better recall probability when compare with the dull blank and white advertisement. In the other aspects, color can be classified to warm color tone, cool color tone and earth color tone. Red, orange and yellow are the example of warm color tone; green, blue and violet are present in cool color tone and earth color tone reflects neutral color. The different colors always associated with different characteristics. Due to the same advertising pattern, some of the color associated in the characteristics of femininity, cultural interpretations or even emotional responses. (Pamela S. Schindler, 1986) For instance, the use of the color red symbolizes love and passion, while the color white generally signifies purity and virginity. (Pawlowski, 2007) Pink is seen to be very feminine which can also be deemed as sexual while pastel type coloring generally refers to non-sexual. (Pawlowski, 2007) 2.3.5 Visual element The roles of visual element in the advertisement not only for catches the attention of reader, but also importance of creating brand awareness and brand beliefs (John R. Rossiter, 1982) According to Kosslyn and Alper, 1977; Kosslyn, 1980, larger size of the visual element can produce the better learning . And, other than memory responses, the visual size also influence on the evaluative responses. (Rossiter and Percy (1978; 1980) and Mitchell and Olson (1977; 1981) 2.3.6 Language Today, English is regarded as an international language. It acts as an important and common language in the world, you can used English in every part corner of world. The statement proved by 72 of in flight-magazine around the world used English as main language. (Veronica, 2010) Although English is a universal language, but the advertiser of some countries, such as Taiwan, South Korean, and United States still prefer their local language to present the message of the advertisement. (Jaehee, J Lee, Y,J, 2009; Veronica, M, S, 2010) As global company advertises their product globally, the languages they used are vary according to the social context. They are usually ignoring the local nuance, and translate directly from their original copy. (Veronica, 2010) Communication with customers is essential in the marketing perspective. The local language can integrate with the local community effortless. In the multi cultural country such as Singapore and Malaysia, there is a diverse market opportunity for each of the races. Hence, by targeting different group of customers, the publisher have to publish different languages of magazines to better address the need and wants of the different groups of people. By publishing different languages of magazines, they can better deliver the message to their reader by the languages that they are familiar to. 2.3.7 Type of Appeal Generally, there are two type of appeal which is rational appeals and emotional appeals. In advertising, rational appeals defined as the element used to motivate consumers through information and logical arguments. (Jeon, George, Bruce, Joseph, 1999) Visual elements were coded as rational if the advertisement contained picture of the brand, before and after comparisons, product demonstrations, or comparatives portraying the competition. The use of rational appeals can be apply by reduce the uncertainly requires, distinct logical, and direct information from the communicator. (Zandpour etal. 1994) Nevertheless, emotional appeals reflect the images and feelings to mold consumers perceptions toward the brand. Among the emotional appeal are storytelling, metaphors, and aesthetics. (Jeon, George, Bruce, Joseph, 1999) Advertising appeal usage can be applied in different product types. According to Cutler and Javalgi (1993), the overall content of the advertisement can be categories into rational, emotional or both. In the past research, the authors found that advertisement for durable goods tend to presents more information than advertisement for nondurable goods. (Abernethy and Franke 1996) However, service advertisement is more emphasize on emotional appeals. (Abernethy and Butler 1992; Cutler and Javalgi 1993) In the research conducted by Golden and Johson (1983), they examined the impact of thinking versus feeling appeal in print ads on various measures of advertising effectiveness. The author defined thinking appeal as appealing to the rationality of the receiver, and feeling appeal as creating a mood and appealing to the emotions. (Golden and Johson, 1983) In this study, they concluded that the underlying reason for the popularity of thinking appeals is the rich of product information, and elicit higher purchasing intentions. (Golden and Johson, 1983) According to a research conducted by McGuire (1969), he denied the effectiveness of emotional appeal in the advertisement after directly comparing the rational and emotional appeal from the advertisement. Based on his research, neither of the rational and emotional appeal outperform of each other. The core idea behind this is that emotional message can also be rational, and vice versa 2.3.8 Product Categories Product categories in the advertisement can be divided into 22 categories. (Nelson Paek 2007) Beauty product was defined broadly, which consisted cosmetic, jewelry and clothing. In addition, special group of products such as womens apparel, perfume and cosmetic categories occupy large portion of total marketing costs. (Veronica, 2010) In the recent study, the authors classified apparel product, perfuse and cosmetics as self-image projective product. (Veronica, 2010) The targeted market segment would affect the marketing strategies applied in different market. (Veronica, 2010) In the other researches, product categories can be categories into hedonic or utilitarian element. (Crowley, 1992) Hedonic products are primarily related to sensory attributes and concentrate on consumatory effective gratification whereas utilitarian products are mainly associated with functional and non-sensory attributes and focus on fulfillment of instrumental needs. (Crowley, 1992) According to the research of Jung and Lee (2009), Korean and United Stated beauty magazines consisted a lot of body-related products than non-body related products advertisement, with a ratio 91.1 to 8.9. The body-related products include clothing, beauty product, diet services, and accessories. 2.3.9 Product origin The country of production has certain degree of influence on the consumers decision making process. Zhou (2004) provided some evidence in study that Chinese consumer is willing to pay more on the western product, mainly because of the common belief to reflex the prestige and social status. There is some opposite point of view from Nelson(2004). He stated that there is growing population who are supporting the local product and cultural identity. 2.3.10 Whitening function of the product Skin whitening product is a global trend throughout the world. There is a huge market opportunity for Europe, Asia and the United States market. (Deirdre, B, Helen, C, Mark, D, nd) According Ashikari (2005), whitening and lighten product growth rapidly in Asia which influence by the Asian wealth and growing consumer cultures. Mostly, the whitening function of product can classified to UV features, whitening effect and function in both way.UV features of product can decrease the damage and protect the skin from ultraviolet rays and long time exposure under the sun. In additional, the role of whitening effect shows the product focus on lightening complexion of womens skin, which from the yellow or darker skin color to white and fair skin color. (Johanson, 1998) The example of products with whitening effect are Kose, Za, Olay, Lancome, Nivea and Sk II, normally we can found it in shopping mall. With the trend of whiteness, a lot of companies introduce a lot of whitening and UV function of product, and then customer can kills 2 birds with one stone with the multi-functional product. 2.3.11 Degree of sun protection factor (SPF) In the market, there is a lot of cosmetic and skin care product contained sun protection factor (SPF), which can protect our skin from the direct ray from the sun. The different degrees of SPF have different functions. In the research conducted by Autier et al. (1999), they assessed the impact of the 2 different degree of sunscreen sun protection factor (SPF) of unlabeled product on the duration of sun exposure in two groups of young people. They concluded that the volunteers who used SPF 30 were exposure 25% longer than these who used SPF 10. The result of the finding is not surprising. The doubt in this research is on the basis of increased exposure, there was no difference in sunburn or skin-reddening episodes in the two study groups. 2.3.12 Origin of model Model can be classified into different ethnic groups, such as Asian (Chinese/ East Asian, Malay or Indian), Caucasian, or mixed. In the study by (Eric P. H. Li, Hyun,J.M, Kimura, J, Russell, W. B, Bahl, S, 2008; Cheng, H, Katherine, F, Shaw, P, 2005; ), authors found that most of the Asian beauty product advertisements using Caucasian model. The underlying reason is the globally recognized beauty standard. According to Goon and Craven, the popularity of Caucasian and Eurasian models reflects the postcolonial structure of commoditization and consumerism and is still influenced by a colonial past. In the other study, it also revealed 70.2% Caucasian model was used frequently in Korean advertisement to promote their product. (Jaehee, J, Lee, Y, J, 2009) This phenomenon happened because the fair skin has been aggressively marketed across Asian culture over this past decade. According to (Sean, R, 2003), white women with those characteristics such as lean, pure and radiant images are representing the feminine ideal and identification. Whiteness also presumes the ideas of purity, integrity, decency and auspiciousness. (Russell, Wilson, and Hall 1992; Sean, R, 2003) By the way, model of the advertisement always plays an important role to deliver the message to the targeted audiences and it pervasive to our daily life. The particular magazines readers will project themselves as the models appear in the magazines advertisement, which enable them to make a positive impact to them, and inevitably make a good evaluation to the product. Besides, the researchers also found that Caucasian women were more willing presented in sexual portrayals which compare with Asian women. (Cheng, H, Katherine, F, Shaw, P, 2005; Christina N. Baker1, 2005) This reason may due to the Asian women are influence by the Confucian culture and philosophy of them has not yet been prepared. (Cheng, H, Katherine, F, Shaw, P, 2005) 2.3.13 Demographics of model Age of the model of the advertisement also acts as a factor influence the consumer behavior. (Chang, C, C, 2008) People are keen to be fresh, beauty and look younger than their actual age. If the model of the advertisement is forties or old featured, then the young generation of consumer may categorized the product as not for me based on this factor. (Chang, C, C, 2008) The result analysis of Women Stereotypes Portrayed in Print Ads by Luxury Fashion Brands found that most of the young model are majority in the advertisement of magazine which is 72.7% (15 and 30 years old). (Carlos, M, M, Paloma, D, S, 2008) 2.3.14 Celebrities Used Celebrity endorsement is the growing trend in the magazine advertisement. A celebrity endorser is defined as any individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement. (McCracken 1989, pg. 310). Credibility and attractiveness are the two important criteria to improve the persuasiveness of the advertisement. Hence, the companies are strike to determine the element of credibility and attractiveness to present their advertisement to public. (Kahle and Kahle 2006). Furthermore, Friedman and Friedman (1979) showed that celebrities endorsement is more eyes catching than expert or typical consumer endorsers in advertisement recall and brand name recall, in spite of the product type. In the other research also showed there are a positive effect between adolescents word-of-mouth intentions and brand loyalty among the celebrity sports athletes. (Bush, Martin, and Bush 2004) Besides, female teenagers word-of-mouth intentions are more affected by female celebrities than male celebrities, and female teenagers agree more than male teenagers that they are affected by celebrities in buying certain brands. (Bush, Martin, and Bush 2004) By applying attribution theory, Mowen (1980) used it to explain on the effectiveness of celebrity endorsement. The effectiveness of celebrity endorsement is largely correlated to the consumers willingness to understand the causal reasons for a celebrity to endorse the product. The celebrity endorsement strategy works best if consumers think that the celebrity endorses the product because the celebrity can symbolize the product, rather than the financial incentives. Mowen (1980) Furthermore, Asian celebrity perceived their success is highly related to their fair skin. (Eric, Hyun, Russel, Junko, Shalini, 2008) 2.3.15 Appearance of model Based on the research conducted by Thomas and Treiber (2000), the advertisers prefer to use gorgeous model to represent their product. It can indirectly inform the reader they can as beautiful as the model after them using the product. In the research study named Real Beauty in Advertising: Fab or Fad, appearance was the main subject. It usually used to refer the link between the usage of the particular product and the consequences after of using that product. According to the research, model likes to apply the heavy makeup, such as applied lipstick and particular perfume to become more attractiveness and appeal to public (Reichert Lambaise, 2003, p126). 2.3.16 Apparel of model There are different degree dressing of the model, however nudity of the model becomes a rising trend in the advertisement of the magazines; it also associated with the idea of sexual attractiveness. (Bridgette Desmond, nd) Generally, there are 4 categories of the nudity which are demure, suggestive, partially clad and nude. (Jaehee, J, Lee, Y, J, 2009) According to (Jaehee, J, Lee, Y, J, 2009 Reichert, T, Carpenter, C, 2004), demure dress was defined as everyday dress which included walking shorts, but excluded short-shorts or underwear. Suggestive dress defined as partially exposed the upper body, such as unbuttoned blouses or muscle shirts. (Jaehee, J, Lee, Y, J, 2011; Reichert, T, Carpenter, C, 2004), According to the studies conducted by scholars, Models were considered partially clad if they were shown in underwear or bathing suits. (Jaehee, J, Lee, Y, J, 2011; Reichert, T, Carpenter, C, 2004) Nude was represent models were holding only a towel or if the photograph was composed so that genitals were concealed. (Jaehee, J, Lee, Y, J, 2011; Carpenter, C, Reichert, T, 2004) Sex approach is more appeal to the male consumer, given the evidence that in year 2003, four out of five women who are appeared in the advertisement were suggestively dress, partially clad, or nude. (Bridgette Desmond, nd) An interesting study conducted by the Desmond, B (2008) stated that society nowadays becomes more sexually explicit and adapt with the high degree nudity level in the advertisement. Even so, there are some the magazines also prefer demure dress, since they target the wider variety of groups. (Bridgette Desmond, nd) 2.3.17 Hairstyle of model In the judgment female beauty, hair color, hair length, and hair style plays a vital role in positive rating on attractiveness. In the research of Mbure, 2009, 63.6% of models, 63.6% had long hair length, and 36.4% of model had short hair length. Besides, in the same research, the author found that 70.8% of model had straight hair and 29.2% of model non-straight hair style, such as kinky, wavy, medium curly, braided and so on. (Mbure, 2009) 2.3.18 Degree of models whitening Skin color stratification is a crucial sociological issue, which included the difference between lightness and darkness of skin tone. (Micaela, 2005) According to Hunter (2002), light skin tone works as capital to women. Moreover, it symbolizes status, educated person, and high income. Light skin tone also associated with sexual attractiveness. In her analysis, it showed that light skin of African American women represent the higher personal earnings and higher spousal status. According to the other research, the author found that prominent models were more likely prefer to be light skin tone than medium skin tone or dark skin tone. However, models minority were less likely to be seen in the workplace than whites but more likely to be portrayed in leisure places and school than whites. Low volumes of studies emphasize on the interpretation of white beauty idea among Asian female. Meanwhile, Sahay Piran (1997) also revealed that the desire to be light skinned was higher the darker am ong South Asian-Canadian females. In the research title Comparisons of Cosmetic Advertisements: Strategies for cultural adaptation in Womens Magazines in Taiwan also shown that most models in Nong-Nong and Elle Taiwan magazines were displayed in a light skin tone; regardless whether the model was western or Asian looks. (Pu, Y, R, 2003) Furthermore, in another research also reflects that light skin tone is ideals in advertising. It were advanced using a diversify of strategies consisting the promotion of benefits related to skin lightening such as skin related (e.g. Increased moisture), emotional (e.g. Increased self confidence) and relational/social (e.g. increased attention from the opposite sex). Mak (2007) Furthermore, among 58 models, 30 models were light skinned, 16 models had medium brown skin tone (mid-point of dark and light brown) and only 9 models were dark skinned. (Mbure, 2009) 2.3.19 Most frequently shown body part Study of Carlos, M, M, Paloma, D, S, (2008) defined human body as dressed body, and the external appearance, such as hand, neck and face play an important role of the first impression while meeting someone. On the same time, different kind of body part shown in the magazines advertisement conveyed the different kind of messages that convey messages to the magazines reader. Most often, marketer emphasized certain body display based on the product categories, such as face with skin care product or upper body part with body care product. In the recent study, researchers found that the advertisement in Korea and Taiwan more focus on the models face rather than body. (Jaehee, J, Lee, Y.J, 2009) 2.3.20 Number of models Number of model in the advertisement plays crucial roles to present the product message. That is a significant relationship between th