What Does it Mean to Be Well Educated Essay Example | Topics and Well Written Essays - 2500 words

What Does it Mean to Be Well Educated - Essay Example This research will begin with the statement that education happens to be the key of professionalism in the modern society. The modern society is very dependent on education because it depends on ideologies and well-organized strategies for its growth and development. This explains why people in the modern society do an effort to make sure they are well educated. To be well educated is a very critical topic, the fact is that individuals are only well educated in a certain field but not in all fields. This is where professionalism and division of labor come in; division of labor is a situation where individuals get involved in doing what they can do at their best. It is not funny to meet individuals who have specialized in medicine and cannot discuss a concept from the field of literature or individuals from the field of literature who cannot solve a simple mathematics problem. According to Alfie Kohn, people are only perfect with what they have specialized in, education is more of spe cialization. To be well educated can be defined as a situation where an individual can think deeply, function highly and be professionally successful in the field they have specialized in; this in short calls for competence. The problem about well-educated people arise when lacks some skills and facts they are expected to possess. The truth is that different education systems in the world have created monsters. This is a situation where individuals fail to perform in their field of specialization in education.... This is a situation where individuals fail to perform in their field of specialization in education. There are several myths which have been developed in the field of education and they have been destructive. One myth is where education is seen as the purpose of giving someone the means of upward mobility and success. This is very wrong because it makes people even to cheat in exams because promotion in job is based on class results ending up producing literally unfit individuals who are only interested in high pay and promotion in job. There is another myth which states that ignorance is a solvable problem. The truth is ignorance cannot be a solvable problem; this is because the advance of knowledge carries with it an element of ignorance (Orr, 1996). There are several attributes and notable traits which appear to be with most of the well educated people. These attributes are exceptional and makes educated people to be different from the uneducated or semi educated individuals. Most of well-educated people can listen and hear well, this means they know how to give attention and can fall an argument, track logical reasoning and detect illogic. They can also empathize with other people. They are accommodative; this means they can easily mingle with anyone freely due to exposure in different communication skills through education. They practice respect and humility, tolerance and self-criticism. This simply means that they can feel and understand the power of other individual’s dreams and nightmares as well as their own. They are good in nurturing and empowering people around them. This means they are willing to help other people to move up in the radar of both education and life success. Educated people through their education understands how to get

Interpersonal Communication Report Essay Example | Topics and Well Written Essays - 500 words

Interpersonal Communication Report - Essay Example But the use of heavy slang can sometimes pose a difficulty in getting a message accurately. I have to admit that my answers were calculated and safe. They are my parents so I have to be respectful and my answers should be consistent with what they want to hear. If I really voice out my opinion, I am afraid that it will just end up in argument just like the previous converation we had. To parents who uses a different context, it seems to be difficult to get messages across from a teenagers’ point of view.I like being with my parents but sometimes our conversations makes me think a lot. It was a typical teenage conversation that is characterized by a light and jovial type of talk with few exchange of banters. We talked about who is attractive in school and what is â€Å"in† and what is â€Å"out†. The main challenge in this type of interaction is that it is so informal that sometimes the conversations has no substance to get messages across. This type of conversation can be fun especially to a teenager like me but getting substantial message across can be sometimes futile because it will just be ridiculed. My sister asked me to accompany her in the mall to buy something which I did. I thought it will be just a quick trip because she will just buy something that she needs. We ended up scouring the whole for a shop that I understand and she ended up buying something that was not really intended to be bought. We argued and I do not know how to make my sister understand that it is not necessary to tour the whole mall just to buy a pair of dress. Girls can sometimes difficult to understand and talk to. I don’t do well conversing with girls especially when they talk about shopping and other things that interests

Various Assignments Essay Example | Topics and Well Written Essays - 2000 words

Various Assignments - Essay Example Evidence suggests that while it may be true that democracies do tend to inject greater public funds into the provision of services to the public, these contributions do not always result in funds directly benefiting the poor. The injection of larger sums into public services by democracies also does not correspond with desired social results in terms of â€Å"longer, healthier, or more productive lives† (Ross, 2006, p. 860). As Ross (2006) points out: If democracy produces better outcomes for low-income families, then countries that transit from autocratic to democratic rule should see improvements in their infant and child mortality rates. In general, they do not (p. 860). It would therefore appear that for the purposes of reducing poverty and improving the lives and the wellbeing of the poor, democracy is not a viable option. Democracy is not a viable option because the evidence suggests that democracy has not been successful in reducing poverty and improving the lives of the poor any better than non-democracies. Mandelbaum (2007) also argues that democracy is not always a viable option for all nations. In particular Mandelbaum (2007) specifically points out that countries with socialist economies are incompatible with democracies. This is because a primary element of democratic states is that it imposes restrictions on government authority. In this regard, the greater the level of socialism, the more difficult it will be in â€Å"establishing a functioning democracy† (Mandelbaum, 2007, p. 95). Countries with free and open market economies will be compatible with democracy (Mandelbaum, 2007). On the other hand, countries with â€Å"economic organization† and/or socialist economies are incompatible with democratic political systems that recognize and enforce individual freedoms and open and free government elections (Mandelbaum, 2007). Even so, it is conceivable that not

Optimal Bidding Strategies Essay Example | Topics and Well Written Essays - 1500 words

Optimal Bidding Strategies - Essay Example Game theoretical issues in bidding often form the basis of well defined mathematical models used by bidders in arriving at optimal bidding strategies. Bidders often have varying preferences and capabilities, and thus, one bidder’s strategy may directly impact on another bidder’s strategy, although on the basis of private and independent valuations to the bid. The overall market efficiency may also be influential to the impact and effectiveness of optimization strategies that bidders put in place (Eckbo, 2010, P.55-78). First Price Sealed Bid Sealed bids are often rendered as the seller’s monopoly since information regarding the winning bids and their valuations are open to the seller and hidden to buyers as opposed to open forms where information is available to all participants. First price sealed bid auction is basically a bid where each participating bidder submits a sealed bid hidden from other bidding participants to the auctioneer. The first price sealed bi d is rather referred as a one shot game since bidders winning chances relies on their one time decision and valuation after which the bid manager opens the bids and determines the highest bid as the winning bid. Bidders with the winning market clearing bids must then pay the amounts they set forward as a one shot bid (McGuigan, Moyer, & Harris, 2011, p.594). The first-price sealed bid auction optimal bidding strategy basically lies on submitting bids below one’s private valuation to maximize surplus. Maximization of a bidders expected surplus is dictated by lower a bid that increases surplus potential although on the other hand it reduces probability a bid becoming successful. More so, the probability of a bid becoming successful increases with valuation increase but decreases with an increase in the number of bidders with regards to their strategies and valuations. The basic optimal strategy for the first-price sealed bid auction is for a bidder to bid below the real valuati on in order to make a profit. In case the bidder bids above or equal to the bid valuation, the payment may exceed or equal the bid valuation in case of a win bid, and thus, no optimization is achieved (Sheble. 1999. P.44-151). There are no interactions among bidders in the first price sealed bid auction, since bids are only submitted by participants once. Participants trade between winning more frequently and maximizing profits, and low bidding with regards to the Nash equilibrium. Optimal bidding strategies under independent and uniformly distributed private valuations among bidders calls for a slight overestimation strategy of the winning bid, considering the fact a bidder has the chance of winning when he or she has the highest estimate irrespective of correct bidding based on averages (Kagel & Levin, 2002, p.2). Assumption that all participating bidders are risk-neutral renders the optimal bidding strategies in the first price sealed bid auction as a bidder that emerges the high est bidder among all bidders bidding the highest expected value (Sheble, 1999, p.70). The optimal difference between the value that a bidder opts to bid below private valuation and the actual value basically depends on beliefs of the bidder with regards to rival bidder valuation and strategies. This strikes situational

Far from the Madding Crowd Essay Example for Free

Far from the Madding Crowd Essay He admits to Bathsheba at the beginning of the novel that, But I cant match you, I know, in mapping out my mind upon my tongue. He is not a man of words, unlike Troy and Boldwood, but proves that actions can speak louder than words. He is unable to speak the flattery that Troy can, or be as persistent and persuasive as Boldwood is, but in his devoted actions to Bathsheba, by being the hard and diligent worker that he is, he is rewarded in the end, by giving the opportunity to offer Bathsheba the love that he had talked of to her when he had first met her. In contrast to Gabriel, Francis Troy is a man who appears to understand only what he can get out of love. He does not believe in treating women fairly, and which is expressed as he says, treat them fairly and you are a lost man, when referring to women. Hardy also writes about his consistency when telling the truth; He was moderately truthful towards men, but to women he lied like a cretan. By lying to women he found it easy to get what he wanted, as Hardy describes him; he spoke fluently and unceasingly. At the beginning, Hardy remarks that a womans greatest fault is her Vanity. Troy, as he possesses such ease with the words he uses, has learnt that a womans weakness is her vanity, and knows that by flattering them he can get what he wants. This is precisely what he did with Bathsheba, and like her, he felt some sense of triumph when he saw that he had succeeded in weakening the women he flattered, as she did with the men she flirted with. However, instead of making the women he met feel confident, his flattery merely destroyed them, as they became dependent upon him to feed their vain needs. Troy did not have the emotional sense of love, but instead he felt the physical attraction to the women he met. This meant that he only got involved with beautiful women, as it was their beauty that attracted them to him. Even after having left Bathsheba for so long, when he saw her again at Greenhill Sheep Fair, it was her beauty that found unexpected chords of feeling, to be stirred again within him The way in which Troy judged by appearances was perhaps inevitably the cause of his failed marriage to Bathsheba, because he had not got to know Bathsheba as a person, but simply looked at her, as a symbol of beauty. In some ways it could be said that he looked at the women as trophies that he had won. Troy was also a man driven by wealth. Bathsheba, who had come into wealth after the inheritance of the lease of Weatherbury Farm, would have been even more attractive to him as she now had money. We know that he was driven by money, as he used to bet on the horses, which put considerable financial strain on Bathsheba. This was probably the reason why he did not marry Fanny, due to her financial instability. Money was also the reason why he did not return to Bathsheba initially after landing at Liverpool, as Hardy writes, what a life such a future of poverty would be. This, unlike the love felt by Gabriel, was a selfish form of love, because he only ever though of himself. He had a very superficial view of love, which required wealth in order to make him happy. Troys opinions of love did not include the idea of commitment, and another reason for the failure of his marriage could be due to his womanising and flirtatious behaviour. We learn near to the end of the novel that his opinion of marriage is negative and he sees it not as the beginning of two peoples lives together, but as he says himself, all romances end at marriage. He also did not believe in the idea of equality, and shared responsibilities in a relationship, as he abandons Fanny with the great burden of an unborn child to deal with alone. This is probably due to his carefree opinion of sex, which he also valued as much as he did love. Troy did not value love as anything special, and this could be put down to the fact that he had a very unstable background, and an uncertain upbringing. His profession would also have something to do with his opinion of women, and as a soldier, he probably never had to deal with women and did not understand them. This is why he tried to possess them, and this destroyed them. Hardy has some very clear opinions that he wishes to get across to the reader in this novel. He uses the characters as tools, to create a picture for the readers, expressing his personal views on love. He rewards those characters that see love as a simple but precious thing, and he shows how much he admires Gabriel Oak for his powers of endurance, by rewarding him with Bathsheba in the end. In contrast, he punishes those characters that take love too lightly. An example of this is the attitude of Troy which end is death in the end. Hardy warns us of the great power of love and how dangerous it can be. The obsession that Boldwood felt for Bathsheba, is another feeling that he condemns, and shows how life can be ruined because of obsession. This is shown by the lifelong imprisonment of Boldwood. Hardys opinions of love are really exposed at the end of the novel, when he describes his own thoughts about how truelove can develop. He uses Bathsheba and Gabriel as an example of how true love can develop. They were tried friends who enjoyed good-fellowship and comraderie. The main message Hardy is trying to get across to us is that love cannot hide behind a fake face. He writes that in order for a successful relationship to take place, you must know the rougher sides of each others character. This is the love Hardy describes to be the only love which is as strong as death- that love which many waters cannot quench, nor the floods drown.

Role Of Industrialization In Economic Development Economics Essay

Role Of Industrialization In Economic Development Economics Essay INTRODUCTION Industrialization is regarded essential for rapid development of the country since industrial revolution. The countries which merely rely on agriculture have remained under developed, whereas nations which developed industries achieved high rates of development. The advanced countries encourage industrialization on large scale and transferred advantages to agriculture. They achieved balance of growth in various sectors of economy. Pakistan at the time of partition in 1947 has negligible industrial base. The government has been utilizing all available resources for rapid development of the manufacturing sector.  We examine the industrial performance as follows: From 1947 to 1950 In 1947, in the West Pakistan the major product was cotton but there was no big factory to process and manufacture the cotton whereas East Pakistan was the main producer and supplier of jute. Out of 921 Pakistan only got 34 industries. Government of Pakistan being aware of the importance of industrialization called an industrial conference in dec. 1947. The conference recommended the establishment of industries which used locally produced raw material like jute, cotton and skin. The private sector was encouraged to establish industries. For the implementation of above a development board and Pakistan industrial and Credit Corporation were established in 1948. The contribution of industrial sector to GDP was 6.9% in 1950. From 1950 to 1960 The private sector did not invest in heavy industries due to lack of capital, technical knowhow and absence of entrepreneurship. The government took initiative and established PIDC in 1952. The major investment of PIDC was in paper and paperboard, cement, fertilizer, jute mills and suigas pipelines. The contribution of industrial sector to GDP rose from 9.7% to 11.9%. From 1960 to 1970 This year covers 2nd five and 3rd five year plan. In 2nd five year plan 22.2% of the total outlay was for the growth of industrial sector. The country achieved self sufficiency in essential consumer goods. The contribution of industrial sector to GNP went up to 11.8% from 1960-65. The 3rd five year plan could achieve a partial success due to war with India in 1965. The growth rate was 7.8% against the target plan of 10%. Growth in 1970s The industrial performance of production, growth and exports was disappointing from 1971 to 1977. The main reason were separation of east Pakistan, suspension of foreign aid, fall in exports due to loss of market ( east Pakistan), devaluation of rupee up to 131%, nationalization of industries, labor unrest, recession in world markets and reduction in investment incentives. The annual growth rate fell up to 2.8%. Growth from 1977 onward The government took number of initiatives to revise the economy. Some industries were denationalized and private sector was encouraged to invest. The growth rate was 5.7% in 1989-90. Current Growth According to the economic survey of Pakistan, 2009-2010, manufacturing accounts 18.5% 0f GDP and 13% of total employment. Large scale manufacturing and small scale manufacturing accounts 12.2% and 4.9% of total GDP respectively. Manufacturing Sector in Regional Countries Role of industrialization in economic development The role of industrial sector is summarized as follows: In industrialization there is optimum utilization of scarce resources. The quality and quantity of manufacturing sector increase. It increases the national income of the country. It increases the production of goods and services. The labor receives higher wages. The income of workers increase and there living standard also improves When industrial production increase that increase exports and revenues of the government. It generates new employment opportunities. Industrialization provides machinery like tractors, threshers, harvesters and spray machines to increase the production of agriculture sector. As the industrial sector expands, its production increases and cost of production decreases. The quality of products improved due to technology Industrialization increases the supply of goods for internal and external markets. The government receives revenue in the form of custom and excise duties, sales and income taxes from the industrialists due to which government revenue increases. Causes of industrial backwardness in Pakistan The main causes of industrial backwardness are divided as follows: Historical Causes The British collected raw material for their industries from subcontinent on the one hand, on the oilier; they captured this area for final products. So no industry in this area. The areas with Muslim majority were kept backward to favor Hindus. The few industries, which were setup in India, were in coastal cities of Calcutta, madras and Bombay. Raw material and skilled labor were not available in the area that is now in Pakistan. Economic Causes The infrastructure required for the growth of industries is inadequate. For the foster mobility of labor, capital, transport and communication facilities are in sufficient. It is obstructing expansion of industries in Pakistan. The amount if capital required in the capital intensive industries like steel, iron, chemical and automobiles quite high. Huge capital is also required to establish and expand industries like textile, carpet, sugar and paper etc. Most of exports are comprised of raw material, while our main imports are machinery, petrol which requires heavy foreign exchange. Due to shortage of foreign exchange, less imports of machinery, this leads to less development of industries. Now days due to inflation people have low level of income thats why they demand less industrial goods, it obstructs industrial development. There is also shortage of power like electricity and gas due to which many industries are shutting down. There is less foreign investment in the country due to terrorism which is also the main hurdle in industrial development. Due to recent flood, the economy of the country is going worst. Therefore people do not take risk to invest in Pakistan. Political Causes There have been frequent changes in government since 1947 in Pakistan due to which local and foreign investors hesitate to invest in long term projects. Kashmir issue has been a bone of contention between Pakistan and India since independence. People remain frightened about the war between both countries. This situation leads low investment. The government of Pakistan nationalized industrial sector in 1970s. People still fear that the government may once again nationalize the economy. Therefore they invest less. Social and Geographical Causes On the one hand there is less awareness to invest in large scale industries due to lack of education and information. On the other hand the capital intensive industries require highly qualified professionals which are in lack of Pakistan. So low industrial development. Pakistan has extreme climate. Sometimes we have drought and other time heavy rain and flood. Moreover most of the land is covered with mountains and deserts. PRINCIPAL INDUSTREIS OF PAKISTAN The principal industries of Pakistan are as follows: Textile Industry It is the most important and largest industry of the economy of Pakistan. Pakistan received 17 textile units in 1947. The industry is facing problem like shortage of raw material, tough competition in international market due to domestic high prices. Sugar Industry In 1947, Pakistan received two sugar mills. Now we have 78 sugar industries across the country. The industry is producing 2.4mn tones of sugar against 2.9mn tines of demand. Pakistan is importing sugar since last few years. The production of sugar can be increased by giving incentives to farmers. Chemical Industry There was hardly any chemical industry in 1947. Now Pakistan has 12 units but this industry is not meeting domestic requirement of chemicals. Fertilizers Industry Fertilizer plays an important role in increasing agriculture production. At present 10 units are producing different types of fertilizers which meets 70% of the domestic requirement. 30% is imported from Germany, UK, USA and Norway. Cement Industry There are 25 cement plants in Pakistan. The installed capacity of these plants is 13mn tones per annum. This industry is based on local raw material. Jute Industry At the time of independence there was not a single unit of jute in Pakistan. At present 12 units are working in Pakistan but they are not meeting domestic requirements. Large quantity is imported from china and Bangladesh. Engineering Goods Industry This industry got importance in 3rd five year plan. Now there are four industries like HMC Taxila, Heavy Foundry Taxila, Pakistan Machine Tool Factory Landhi, and Pakistan Steel Mills Karachi. Pakistan Steel Mills Corporation The mill was set with the total cost of 25.550mn with the help of Russia. Its productive capacity is 1.1mn tones of raw steel per annum. Now a day it is going down due to corruption and mismanagement. Cigarette Industry At present Pakistan has 22 factories producing cigarette at Jhelum, Akora Khattak. The raw tobacco used in manufacturing is produced domestically. PERFORMANCE OF PUBLIC INDUSTRIAL SECTOR The performance of public industrial sector is the role of PIDC, so we review the role of PIDC. Role of PIDC: Pakistan industrial development corporation (PIDC) was established in 1952. It was the only public sector involved in manufacturing. It established industries in backward areas, created employment opportunities and reduced regional disparities. By June 1972, it had established 60 industrial projects. The nationalization of industries under the economic reforms order affected the performance of PIDC. A number of important and profit yielding projects were transferred to other corporations under the Presidential Ordinance No. v of 1974. PIDC was left with only 8 projects out of 60, which were not profit making. NATIONALIZATION OF INDUSTRIES The government of Pakistan under the economic reforms order, 1972 nationalized 32 private industries. The 52 projects already under taken by PIDC and the 32 nationalized units were regrouped on functional basis and laced under 12 corporations. The corporations were: Federal chemical and ceramic corporation (FCCP) Federal light engineering corporation (FLEC) National design and industrial services corporation (NDISC) State heavy engineering and machine tools corporation (SHEMTC) Pak tractor corporation (PTC) Pak automobile corporation (PAC) National fertilizer corporation of Pakistan (NFCP) State electrical corporation (SEC) Pakistan industrial development corporation (PIDC) Pak steel mills corporation (PSMC) State cement corporation of Pakistan (SCCP) State petroleum refinery and petrochemical corporation (SPRPC) In 1974, PTC and SEC were merged in PACO and the number of corporations was decreased from 12 to 10. Later on FLEC, NDISC and SHEMTC were merged into state engineering corporation (SEC). The number of corporation was decreased from 10 to 8. Reasons of Nationalization failure The public manufacturing sector was burdened with a number of conflicting tasks and objectives which reduced its efficiency. The corporations were over staffed and were mostly managed by non-professionals persons. The labor unrest reduced performance. The skilled personnel migrated to Gulf States and caused shortage of skilled persons. The prices of raw material increased due to decline in production of the corporations on account of flood and untimely rains. The price of petroleum products increased and raised the cost of production. PRIVATIZATION OF SOEs IN PAKISTAN In the first four decades the government policy about the private and public sector has not clear. In 1988, the government issued disinvestment ordinance to adopt the policy of privatization. The governments privatization policy is to off-load the public sector; the process would e carried out in three phases. Different institutions will be sold to private sector and the revenue generated will generally be used for debt retirement. Meaning of Privatization A process of transferring state owned enterprises to the private sector. Objectives of Privatization Minimizing budgetary support/deficit Sale of shares of enterprises to fill budgetary gap Incentives for the workers for efficient work Developing share market Provision of share ownership to workers or employees Insulating the economy from political interference Achieving rapid industrialization Methodology of Privatization The privatization can be undertaken in the following ways: Sale of individual SOEs by inviting bids from the private sector Sale of shares of SOEs through stock exchange Encouraging employees to make management groups and purchase enterprises Encouraging prospective investors to form modaraba companies to purchase the shares of SOEs Entering into lease management contracts with employees for a specific period to enable them to buy out units Privatization of SOEs in Pakistan The government of Gen. Zia-Ul-Haq on 16th July 1988 issued Disinvestment Ordinance and a National Disinvestment Authority was created under the chairmanship of Aziz Zulfiqar. A privatization commission was formed on July 22, 1991 to formulate recommendations for privatization and deregulation. In the initial phase MCB, ABL had been privatized. IMPORTANCE OF FOREIGN INVESTMENT IN INDUSTRIAL DEVELOPMENT The policy of privatization, deregulation and liberalization has greatly widened the foreign investment in the country. The government has taken several measures to increase the flow of foreign private investment. The foreigners can now avail monetary and fiscal concessions equally with the local investors. They can invest in the fields of their choice like power generation, petro-chemical petroleum gas fertilizers, hi tech industries, agro based industries and export oriented industries. Incentives to Foreign Investors Foreign exchange controls have been relaxed for foreign investors. Foreign investors can participate in local projects on equality basis. Ceiling on payment of royalties abolished. No requirement of obtaining NOC from provincial government or locating the projects anywhere in the country except notified negative areas. SOURCES OF INDUSTRIAL FINANCE The main sources of industrial finance are: Industrial Development Bank of Pakistan Investment Corporation of Pakistan National Investment Trust Equity Participation Fund Bankers Equity Fund Modarabas, Leasing Companies COTTAGE AND SMALL SCALE INDUSTRY The cottage and small scale industry has a great significance for a developing country. It forms as important part of the manufacturing sector. It contributes 5% to GDP and employees 80% of the labor force. Its share in manufacturing sector export is about 30% in Pakistan. Cottage Industry The industry which is carried on in the home of the artisan is known as cottage industry. He is usually assisted in his work by the members of his family and the job may be whole time or part time. E.g. wood work, handmade carpets, toys etc. Small Scale Industry The firms employing less than 10 persons are classified as small scale industries in the national accounts and its fixed assets do not exceed Rs. 2mn in Pakistan. CONCLUSION We can conclude that manufacturing is the third sector of our economy and it is the backbone of any country. It plays a very important role in the economic development of a country. Pakistan has been a backward country in industrial sector due to different historic, political and economic causes. For the revival and growth of the industrial sector, these problems should be solved. The law and order situation must be improved. The security of capital must be assured and the degree of bureaucratic control to be minimized. A clear cut policy should be chalked out for the local and foreign investors. The industrial growth can further be accelerated by ring sick industrial units into operation, installing new factories and providing maximum incentives to the working community.

Skin care products with whitening and lightening function

Skin care products with whitening and lightening function 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, Helen, Mark, 2010, p. 26). In South East Asia, there are more than 62 skin lightening products were introduced in year 2008 (Deirde, et al., 2010, p27). 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, et al., 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 i s shown 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, et al., 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 (Deirde, et al., 2010). As in Thailand, the fair skin is always associated with the higher social status and wealth (Deirde, et al., 2010). As contrast to the white, black, in Indian culture symbolize as underprivileged people and often related to dark, dirty, wrong, hell, and etc (Arif, 2004 ). On the contrary, Indian culture prefers lighter skin tone as it associated with the bright side of the culture(Arif, 2004).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 (Arif, 2004). 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, p. 62). 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 (Bray, 2002). There is a Chinese idiom One whiteness can cover three kinds of ugliness (Leong, 2006; Eric, Hyun, Kimura, Russell, Bahl, 2008). In people perception, fair skin is always a symbol of elegance and nobility (Leong, 2006). White jade is often used as a metaphor to describe such fairness (Leong, 2006, p.167). The preferences for white of fair skin are common in the modern Asian market (Leong, 2006). In India, for example, a significant part of many Sunday newspapers is dedicated to personal advertisements by men seeking fair-skinned brides (Leong, 2006, p. 168). 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 researchers, 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 other research study of shown the one page size of the advertisement are majority which is 85%. (L. Wasylkiw, A.A. Emms, R. Meuse, K.F. Poirier, (2009), 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 Peter, 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 Peter, 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 bod