Analyse and evaluate the validity of these two interpretations of the opposition to the Nazis in Germany during this period

The two extracts address the issue of youth opposition to the Nazis during the period 1933-1945. Source A an extract from an analysis â€Å"What was the extent of the opposition to Hitler's regime? † by S. J. Lee (1998) suggests that despite a centralised youth movement, the Nazis failed to maintain complete control and influence of all of Germany's youth. One consequence of this was the emergence of â€Å"alternative† and even opposition cultures and groups† among Germany's youth. Source B by Collier and Pedley writing in the text book â€Å"Germany 1919-1945† (2000) also identifies elements of dissatisfaction with the regime but implies that the affinity of young people with the Nazi dictatorship was â€Å"sustained†. Adolescents were not the only opposition provided by the youth, the students, especially those in Berlin and the major cities, where metropolitan lifestyles encouraged such behaviour were rife. The most notable was the White Rose movement, but there was numerous dissent from the ranks of the students, in the form of pamphlet distribution on the lines of anti-Nazism. The alternative groups that challenged the Hitler Youth did so out of resentment for the lack of liberty they had under the regime, and the emergence of the â€Å"jazz† and American trends such as swing and chewing gum made these people further affiliated with something other than Germany. Himmler, in a speech, gave the nazi view on these saw this as being unpatriotic, and said that all children listening to swing should be severely beaten, before being set arduous work. Frank McDonough states that although youths faced punishment and during the latter part of the war even death, the Anti-Nazi youth groups continued to operate and many of them teamed up with army deserters to attack the regime at the end of the war. The emergence of opposition to the Nazi regime amongst the youth created problems for the Nazis, Geoff Layton, in his book â€Å"Germany: The Third Reich 1933-45†, even saying that the youth contribution to crime soared by 300% from 1933 to 1939. This is true, increased regimentation, hours spent marching in army tradition bored many young Germans and it was clear that it was a form of army training and preparation. Old commanders of the Hitler Youth were out of touch with the youth. Many resented the fact that in 1939 it was made compulsory to join the Hitler Youth, which allowed the leaders of it to concentrate on indoctrination of the youth. The extract from source A, â€Å"the emergence of â€Å"alternative and even â€Å"oppositional cultures and groups† and lines two to three in source B refers to the â€Å"Edelweisspiraten† and the â€Å"Swing Jugend†. The former acted by going on camping trips in war time when travelling was strictly limited and singing insulting songs about Hitler and the Hitler Youth. Later as the war progressed however, we see this â€Å"alternative youth group† shielding army deserters and joining resistance groups that fought the Nazis, especially communists. This shows that overtime their adversity towards the regime increased. The latter, the â€Å"Swing Jugend†, set up illegal swing clubs and organised dances, showing a desire to ape the American/modern culture. Source A is an extract from an analysis into the opposition the Nazis faced, and was written by S. J. Lee; while Source B is from Collier and Pedley's book, â€Å"Germany 1919-1945†. The research that goes in to the work of academic historians is enough to ensure that to the best of the historian's ability, the source is correct; reading up on the subject in great detail, and reading from sources, judging their bias and reliability in the work they produce. The sources have both been written recently and so we can assume that the sources used are accurate and up-to-date. The following extract from source A, â€Å"deficiencies of the Hitler Youth†, is referring to the fact that not everybody was convinced with the Hitler Youth. It placed strong emphasis on military exercise and sport for boys, and home economics and motherhood for girls, which some resented. It also refers to the fact that the youth leaders were often old, going against the slogan â€Å"the youth should lead the youth†, and were out of touch with the youths in any case. Source A implies that the youth were the most socially deviant group in Germany, â€Å"Social deviance was most apparent among younger Germans† placing special emphasis on the working class youth. The Edelweiss pirates were scattered around the working class towns but shared an identity in the form of all wearing checked shirts, short dark trousers, white socks, a windbreaker and a metal edelweiss flower badge; effectively a uniform, and could be said to be a youth group themselves. They stood against the regimentation, rules and restrictions in the Hitler Youth and indeed disagreed with the regime itself, with the Raving Dudes based in Essen and the Navajos based in Cologne being closely linked to them. These facts help show the validity of source A, they actually proved to be opposition to the Nazis, and as is explained partook in a wide range of acts to belittle the regime. One of the main goals of the Edelweiss pirates was to challenge the Hitler Youth, they didn't merely dislike it, and they despised the members of it. Source B takes a different view; it is clear that M. Collier and P. Pedley think that the youth of Germany remained true to Nazism. It is has been established that these are academic historians, and that it is a recent production. The first line is fact, by 1939 there were indeed 7. 5 million Hitler Youth Members, claiming approximately 90% of the population of youths. It says that by 1939, The source mentions dissatisfaction with the Nazis with â€Å"young people became disaffected by growing regimentation, petty restriction and ineffective and ageing youth leaders. Also, the fact remains that these other groups remained a minority, as a whole representing only around ten percent of the population of the youth. Membership remained high in the Hitler Youth, through fear, both by parents and the children themselves, through them still being inspired due to the camaraderie in it, and by the fact that Hitler Youth members were far more employable in Germany by this time, especially in the civil service. So this shows that there was an â€Å"affinity of young people with the dictatorship† and it was upheld. My knowledge shows that the closing line of source B is correct, Hitler's staunchest supporters were indeed children, and it was they who fought for him tooth and nail in the final days of the war on the streets of Berlin. The sources do also have bad points. Criticisms applying to both extracts given are that they are both edited, this means the sources are not complete and therefore, lacking the context in which the source is set, one could be missing the full picture of what it is trying to portray. The sources underestimate the extent to which some youths acted against the regime. Geoff Layton, in his book â€Å"Germany, 1933- 1945†³, says that twelve youths were hanged publicly in 1944 for attacking military targets and the assassination of a Gestapo officer. The sources seem to avoid altogether opposition from students in universities, as we must not forget this proportion of the youths. The most famous of which was the White Rose Movement, Sophie Scholl, her brother Hans Scholl and a professor named Karl Huber at Munich University, distributing pamphlets containing anti-nazi propaganda and they also wrote graffiti on walls throughout major cities but mainly in Munich. The name of Germany will be tainted forever unless the youth arises †¦ by annihilating these torturers†, this is an extract from the white rose movement manifesto, February 1943, referring to crushing the nazis. Also in February 1943, Paul Giesler, the gauleiter of Munich, delivered a blunt speech to the students ridiculing the males saying they were to â€Å"physically unfit † for service in the army, and told the females to â€Å"stop wasting time reading books† and produce children for the Fuhrer. This resulted in a full scale riot against Nazism, but was quickly put down, though it is still a notable event as it was the first public demonstration against the Nazis since 1933. I feel it is important not to overlook the students when considering youth opposition, as students in the metropolitan cities had very liberal ideas, and partook in resistance to the regime. However, while Source A places emphasis on the working class as opposition groups among youth, the Swing youth movement consisted of mainly the upper-middle class affluent youth who desired and craved for the swing music that was big in America. It was these who could afford to get gramophones and import music recordings. The swing dances were attended by up to six thousand people at a time; showing their popularity and it can be seen that this feeling of resentment towards Nazi restrictions was widespread, regardless of social standing. Source A blames the lack of imagination of the Hitler Youth for the springing up of alternative youth groups; where as the Hitler Youth achieved 90% membership of all youth. This did not further decline much as the war went on, suggesting that those who joined tended to stay. With Source B, the following extract â€Å"young people remained Hitler's staunchest supporters†, in source B, suggests that M. Collier and P. Pedley do not agree with lots of historians including F. McDonough, with their view that the youth provided a strong base of severe opposition to the Nazis and the war effort. An instant drawback in source B is that the source is from a book that is very general, covering lots of topics in Germany from 1919-1945, so is not specialised in opposition. To conclude, I would like to point out that Hitler placed the utmost importance on controlling and converting the youth to the Nazi cause even going so far in one speech to say people hostile to the regime were unimportant as â€Å"your child belongs to us already†, he saw them as the future of Nazism. The presence of these â€Å"counter-cultural† groups, (for example, the Edelweisspiraten), therefore, were seen as a failure to Hitler, and as they were deemed so important their opposition was dealt with brutally. This fact means that the youths were bold and brave in taking place in even the most trivial resistance. The fact that these youths counted for a substantial minority of the population, especially in large German cities such as Dusseldorf and Munich shows that there was more than an element of opposition, and this got worse as the war went on and the youths started to assist the allied war effort. The idea that the Nazis were achieving a Volksgemeinschaft falls down here as well, as these groups showed a desire to have a separate and individual cultural identity. This shows that there were non-conformists, and as source B says, even though there were 7. 5 million Hitler Youth members in 1939, youth enthusiasm for the regime did fall, even before the collapse of the regime. So the sources are proven to be reliable to a certain extent and are to be trusted in an evaluation of the opposition that the Nazis faced; though more sources are needed to give a substantiated judgement on the opposition which will enable us to gain a fuller picture of the topic.

Lee’s Function in East of Eden Essay

1. Introduction As Shimomura(1982) points out, Steinbeck’s non-teleological thinking and the Taoism, which was put forward by the ancient Chinese philosopher named Lao Tzu, share a great deal of similarity, in that both of them view human beings from a detached and holistic standpoint. It is not clearly known how Steinbeck, who is certainly a product of his time and his American milieu, came to be acquainted with and interested in Lao Tzu’s philosophy, but in Journal of A Novel, he appreciates Lao Tzu so highly that he places Lao Tzu beside Plato, Buddha, Christ, Paul, and the Great Hebrew prophets. It might safely be said that there must have been a seedbed in his indigenous thought where a seed of Lao Tzu was sown, germinated, and at last bloomed into a beautiful and fragrant flower so attractive for the Oriental reader. Thus, the purpose of this paper is first to focus on Lee in East of Eden, then to make clear the relationship between non-teleology and the philosophy of Lao Tzu, and finally to show how closely Lao Tzu’s philosophy is related to the idea of timshel. 2. Lee as a servant and philosopher As is well known to his reader, Steinbeck creates three Chinese characters throughout his novels from the first, Cup of Gold, to the last, The Winter of Our Discontent. To list them, they are Lee Chong, who is an owner of a grocery store, a flip-flopping old Chinaman who is not identified by name in Cannery Row, and Lee, who appears in East of Eden. Though these Chinese characters may respectively perform significant functions in their own rights in their stories, the one who particularly warrants considerable attention among these characters is Lee, who is more active and more influential in determining the fates of the major characters in the novel. Moreover, it is noteworthy that Oriental philosophy, which is a deciding factor in the outcome of this novel, is conveyed to the reader through the mouth of this Chinese character, who is actually thought to be a spokesman of Steinbeck himself. Though Lee makes his first appearance in chapter 15 of East of Eden as a faithful servant to the family of Adam Trask, it is when he first meets Samuel Hamilton by chance in the later scene that he turns out to be something more than a mere servant and also begins to carry his own significance in the novel. This scene should acquire great importance, in that Lee first clarifies his general view of life as a spokesman of the author. Even in the first conversation he has with Samuel, Lee is instinctively aware that Samuel is a person whom he can trust. Just after exchanging a few words with him, Lee quits speaking in pidgin English, as if he cast away his protective shell into which he has secretly retired until then. And in the course of the conversation, he spontaneously confides to Samuel his idea on what it is like to be a servant: I don’t know where being a servant came into disrepute. It is a refuge of a philosopher, the food of the lazy, and, properly carried out, it is a position of power, even of love. I can’t understand why more intelligent people don’t take it as a career – learn to do it well and reap its benefits†¦. But a good servant, and I am an excellent one, can completely control his master, tell him what to think, how to act,†¦ Finally, in my circumstances I am unprotected. 1 This philosophical view on servantship which is uttered through the mouth of a Chinese character apparently reflects the author’s basic view toward life, for it is easy to imagine that Steinbeck’s manner of describing the predominance of servantship over the mastership oozes from the idea of relativity which he attained as the outcome of his favorite non-teleological thinking. The idea tells the reader that any standard, as far as it is built around the artificially contrived system of values, loses its significant validity when seen in the light of non-teleological standpoint. According to this view, a person in a socially reputed position of power cannot avoid the possibility of losing his power when seen through another different â€Å"peep-hole. † And it is possible that in fact a low and unrespected person may gain predominating influence upon the people who are ranked far above in the so-called social status. Furthermore, another interesting point in this relation lies in the passiveness of such a low position. A person in a low position is unprotected by himself, but by becoming a servant to another person in a higher position he begins to play a role in his own right and at last controls his master. This master-servant relationship uttered by Lee reveals that once he has gotten employment by his master, even a helpless person who has little social function by himself not only begins to fulfill his own function but also gains predominance over his master. Consequently, this means that in this relationship a master is no longer a master and a servant is also no longer a servant. Eventually in this work this relationship results in the fact that Lee actually controls Adam in every situation. 3. Lee as a spokesman of Lao Tzu’s philosophy Similarly in the Lao Tzu, a collection of wise-sayings which were written by a person named Lao Tzu about in the fourth century BC(Fukunaga, Hachiya, Takahashi), the same topsy-turveydom in the sense of values can be found in one of the eighty fragmentary writings. In chapter 78 it says: In the world there is nothing more submissive and weak than water. Yet for attacking that which is hard and strong nothing can surpass it. This is because there is nothing that can take its place. That the weak overcomes the strong, And the submissive overcomes the hard, Everyone in the world knows yet no one can put this knowledge into practice. Therefore the sage says, One who takes on himself the humiliation of the state Is called a ruler worthy of offering sacrifices to the gods of earth and millets;†¦ Straightforward words Seems paradoxical. 2 In this passage quoted above, Lao Tzu explains the victory of the submissive and the weak over the hard and the strong, just in the same way that servantship finally achieves victory over mastership. Clearly enough, there is a great deal of similarity between Lee’s general attitude toward life and Lao Tzu’s precept of holding fast to the submissive. Needless to say, the common belief which underlies their paradoxical view stems from the idea that man-made values are nothing but relative, and this relativity is resulted from their attempt to rest their standpoint on a place which is as  free from human-centered arrangement as possible. There is no doubt about the idea that Steinbeck created Lee as a deciding factor of the outcome from this novel framed with a good and evil story, and it is not too much to say that Lee’s appearance reveals the author’s strong consciousness of the relativity between good and evil. This becomes clear when Lee encourages Adam by saying, â€Å"What your wife is doing is neither good nor bad†¦. There’s no springboard to philanthropy like a bad conscience. †3 Additionally, there is another similarity between them also in their manners of describing such relativity. Both Steinbeck and Lao Tzu clarify the interdependence between the weak and the strong by emphasizing the predominance of the former over the latter. This is because they think that the weak is more closely related to the natural processes of the universe than the strong is. That is to say, in the philosophy of Lao Tzu there is nothing like water that follows the way that the tao is and on the other hand, according to Steinbeck’s non-teleological thinking, Lee occupies an ideal position in life. Based on the assumption that the Lee’s view of life involves such relativity in itself as a main factor, it is quite convincing that the word â€Å"timshel,† which means â€Å"thou mayest† in English, is introduced through the mouth of Lee in the novel. Probably one of the most impressive scenes in the novel is where Lee, Samuel, and Adam meet together to decide on names for the twins. Located almost in the center of this long novel, this naming scene actually shows the reader a certain turning point from which East of Eden meanders between good and evil all the way to the final scene. In this scene Samuel reads a long passage from the Old Testament. This passage includes the Cain-Abel story, and they eagerly talk about the views of the original sin which Cain committed by killing Abel. Lee is so strongly struck by this story that he feels that â€Å"it is a chart of our souls. † Though he never refers to them on this scene, deep in his mind remains the Lord’s word to Cain after rejecting his sacrifice: â€Å"And if thou doest not well, sin lieth at the door. And unto thee shall be his desire, and thou shalt rule over him. † This naming scene, where Lee is exposed to the Cain-Abel story, effectively leads to the scene in chapter 24 where he puts a new interpretation on words of the above passage. 4. â€Å"Timshel† interpreted from the Oriental viewpoint Chapter 24 in East of Eden warrants the most careful attention: first because it develops the motif of the Cain-Abel story discussed in the previous scene, and also because it crucially affects the direction of this work. This chapter reveals that Lee has given his thought to the story for almost ten years since his serious discussion he had with Adam and Samuel. A certain part of the Lord’s words to Cain has bothered this Chinese for such a long period. It is â€Å"thou shalt over him. † In the course of these years he went to the head quarters of his family association and asked for Chinese scholars to take on the study of Hebrew, in order to find the more appropriate reading of the part. And finally in this scene he excitedly explains the importance of his finding in the presence of Samuel: Lee’s hand shook as he filled the delicate cups. He drank his down in one gulp. â€Å"Don’t you see? † he cried. â€Å"The American Standard translation orders men to triumph over sin, and you can call sin ignorance. The King James translation makes a promise in ‘Thou Shalt’, meaning that men will surely triumph over sin. But the Hebrew word the timshel – ‘Thou mayest’ – that gives a choice. It might be the most important word. That says the way is open. That throws it right back on a man. For if ‘Thou mayest’, – it is also true that ‘Thou mayest not. ’ Don’t you see? †4. The above-quoted revelation made by Lee vividly reflects his idea of relativity between good and evil. To begin with, Lee, who has been bothered long by â€Å"Thou shalt,† reaches the conclusion that it never lightens the burden imposed on the shoulders of a man who suffers sense of sin. The chief reason why Lee turns his back to â€Å"Thou shalt† lies in the assumption that eventually it is not completely free from a human-centered viewpoint. When the Lord says, â€Å"Thou shalt† to Cain, the most fundamental idea that strongly supports the words on the back is that of love. But the love, though it is thought to be more universal and crucially different than human love in quality, is not entirely free from man’s viewpoint as far as the Lord in Christianity is a personified god. Basically such love, like one side of a coin, is inevitably sustained by hatred on the other side. Therefore, it follows that even when â€Å"thou shalt† is thrown to man through the mouth of Lord, his conduct has been already judged evil, more or less, by the artificially contrived standard of value which unavoidably lacks in the idea of relativity. When seen from another different angle, such conduct may appear to be good, because there might be good in it. After all, â€Å"thou shalt† works the salvation of man only in the teleological manner. On the other hand, Lee’s new interpretation shows an utter indifference of the Lord to human conduct. It does not definitely order man to overcome evil nor involve any promise in it. Actually such characteristic of his interpretation may perhaps plunge man into desperation because superficially it seems to lack love and intention to guide him to emancipation from the sin that he has committed. But Lee thinks that it is such an indifferent attitude that leads him to real salvation of his soul. â€Å"Timshel,† which is evidently a product of Lee’s assiduous study of the Cain-Abel story, is based on the idea of relativity just as are non-teleological thinking and Lao Tzu’s philosophy. This is clearly exemplified by the fact that â€Å"thou mayest† is always supported by the opposite prerequisite, â€Å"thou mayest not. † In other words it means that there is neither good nor evil in every human conduct, and at the same time, what is more important, it also means that there is both good and evil involved in it. â€Å"Thou mayest† only allows man to say, â€Å"This is relatively good and that is relatively evil. † In this way Lee, as a Steinbeck’s spokesman, ‘non-teleologically’ thinks that â€Å"timshel† unites good and evil into one body. Steinbeck’s notion of good and evil shown in East of Eden begins with the idea that both of them fundamentally derive from the same state, and, no doubt, it is a product of his favorite non-teleological thinking. He never believes in a logical theory such as laws of the excluded middle where good and evil are orderly and clearly distinguished from each other. He usually places his main viewpoint in a chaotic place where there is neither good nor evil, and applies such a viewpoint to human conducts, with the ultimate result that an evil person should be saved in the same way a good person is saved. Though the optimistic attitude of his indigenous thinking has been repeatedly attacked for its lack of serious consideration toward evil, Steinbeck thinks that good and evil are relative, and, as a result, evil is nothing but a negative state which is lacking in good; it is more appropriate to say that it is merely a paradoxical state which is devoid of a strong consciousness of good. When employed as the framework of East of Eden, his non-teleological idea of good and evil crystallizes into the new interpretation of the Cain-Abel story, and the word â€Å"timshel,† on one hand, thoroughly awakens Adam, an allegorical figure of Abel, from his vain dream to sober reality, and, on the other hand, it emancipates Caleb, an allegorical figure of Cain, from the thralldom of sin. This manner of treating good and evil, needless to say, has great similarity to the philosophy of Lao Tzu, who writes â€Å"the good man is the teacher that the bad learns from; And the bad man is the material the good works on. †5 As Steinbeck views the world from the detached standpoint of â€Å"the infinite whole,† so Lao Tzu has created the notion of the tao to eradicate a human-centered view of the world out of his philosophy. This attempt has brought about the same result as Steinbeck has achieved. That is to say, they have both reached the same conception of man’s true place in the universe, and his relation to the world about him, which enables both of them to place an emphasis on the relation of individuals to the whole and treat individuals for their own sake. Such treatment of individuals is summarized by saying that â€Å"everything is an index of everything else†6 and that â€Å"The heavy is the root of the light. †7 Finally, the quintessence of Steinbeck as a novelist undoubtedly lies in the employment of non-teleological thinking as the frameworks of his novels. The adoption of this method does not allow him to achieve invariable success in his literary works, but, at least, it can be said that it enables him to view human conduct from the broadest and highest standpoint possible, which Lao Tzu paradoxically describes by adopting negative terms such as â€Å"Nothing† and â€Å"The Nameless. † Notes 1. John Steinbeck, East of Eden, p. 190. (Penguin Books, 1976), All citations from Steinbeck are from Penguin editions and will be noted by page numbers following the citations. 2. D. C. Lau, Lao Tzu: Tao Te Ching, p. 140. (Penguin Books, 1963), All citations from Steinbeck are from Penguin editions and will be noted by page numbers following the citations. 3. John Steinbeck, East of Eden, p. 434 4. John Steinbeck, East of Eden, p. 349 5. D. C. Lau, Tao Te Ching, p. 84. 6. John Steinbeck, The Log from the Sea of Cortez, p. 259 7. D. C. Lau, Tao Te Ching, p. 83 . Works Cited Fukunaga, Mituji. Roshi (On Lao Tzu ), Tokyo: Asahishinbun-sha, 1968 Hachiya, Kunio. Ro-So wo yomu (A Study of Lao Tzu and Zhuang Tzu). Tokyo: Kodansha, 1987. John Steinbeck. The Log from the â€Å"Sea of Cortez†, Penguin Books. 1976 ————-. East of Eden, NewYork: Penguin Books. 1976 Lau, D. C. , trans. Lao Tzu :Tao Te Ching,New York: Penguin Books, 1963. Shimomura, Noboru. A Study of John Steinbeck: Mysticism in His Novel . Tokyo: The Hokuseido Press, 1982. Takahashi, Susumu. Roshi (On Lao Tzu ), Tokyo: Shimizu-shoin, 1970.

A Synopsis of Sir Arthur Conan Doyle’s The Hound of the Baskervilles (HOB

A Synopsis of Sir Arthur Conan Doyle’s The Hound of the Baskervilles (HOB In Sir Arthur Conan Doyle’s The Hound of the Baskervilles (HOB), Sherlock Holmes and Dr. Watson are immersed in a setting that appears to transcend the known limits of the physical world. A demoniacal hound roaming the moors of Devonshire is rumored to have been responsible for the death of the affluent Sir Charles Baskerville. Dr. Mortimer, a family friend, is left no choice but to recruit the renowned detective and his partner to investigate the case. The narrative, recounted through Dr. Watson’s perspective, soon abandons the familiarity of Baker Street in exchange for the ghastliness of Baskerville Hall and its vicinity. Upon Watson’s arrival, Dartmoor proves to be every bit as ominous as it was hyped up to be. Sir Arthur Conan Doyle uses the valuable tool of location throughout to leave open the possibility that there are crimes beyond the scope of rational analysis. The setting first asserts itself when, in the midst of presenting the details of the case to Holmes, Dr. Mortimer reads aloud the myth of the Baskerville curse. One could have easily mistaken the piece for an excerpt from a Gothic novel, for it is ridden with the genre’s elements. The reader learns Hugo Baskerville of Baskerville Manor ruthlessly abducted the daughter of a yeoman. After she attempted to escape from the chamber upstairs one night, Baskerville and others chased her onto the moor. Eventually, she and Hugo were both found dead. Beside the body of the latter was, to the astonishment of the other men, â€Å"a great, black beast, shaped like a hound, yet larger than any hound that ever mortal eye has rested upon† (Doyle 9). The linkage between the plot and setting of the myth is important. As mentioned, they are both rooted in Gothic tradition and thus play off each other. The somber estate and the damsel in distress are both common elements of Gothic fiction. The degree to which Baskerville is alleged to have been infatuated with her is also indicative of the genre. Furthermore, the hound that lurks at night and the dark moor it inhabits are intentionally portrayed as demonic and supernatural, inviting the possibility that the â€Å"Father of Evil† may very well be Sir Charles’ assailant. Holmes—the embodiment of the Enlightenment—is, notably, more skeptical than the others, but even he does not completely rule out the chance that â€Å"forces outside the ordinary laws of Nature† may be at work (19). Additionally, the gloomy, Gothic setting established in the exposition matches the description Watson later gives of Dartmoor when he and Sir Charles actually arrive there. Suddenly, it seems less likely that the mystery is capable of being solved in the physical world through deductive reasoning. The great Grimpen Mire, capable of sinking one in its depths, evolves into a grisly metaphor for the mystery itself. Not coincidentally, it is navigable only by the naturalist Mr. Stapleton—the perpetrator of the crime—and eventually found to be the location of the hound’s fortress. Watson, after observing the mire’s capabilities, says, â€Å"Life has become like that great Grimpen Mire, with little green patches everywhere into which one may sink and with no guide to point the track† (54). This comparison expresses the imminent danger and apparent hopelessness of their predicament, which contributes to the suspense of the Gothic atmosphere. It also portrays Watson as an ill-equipped assistant in the absence of Holmes’ analytical mind. One could imagine that Doyle added in this additional component specifically to evoke despair. How will Watson alone—a mere mortal—be able to solve a murder as complex as this one? The presumption that the case is ultimately out of Holmes’ and Watson’s control again seems feasible toward the end of the story, when a blinding fog threatens the plan the former had concocted to lure the hound out onto the moor. Using Sir Henry—the heir to Baskerville Hall—as bait, Holmes, Watson, and Lestrade wait anxiously behind a series of rocks for the hound to appear. When the fog begins to engulf the moor, Holmes observes, â€Å"If he isn’t out in a quarter of an hour the path will be covered. In half an hour we won’t be able to see our hands in front of us† (111). Fog has traditionally been interpreted as a metaphor for confusion. If it had prevented the hound from being caught, the beast’s nature and other pertinent information would also remain clouded. But perhaps just as importantly, Sir Henry would almost certainly meet his doom if no one could get a clear shot on the hound. This adds yet another Gothic twist to t he climax, and the case—for one last time—seems as if it may be out of Holmes’ grasp. HOB deviates from the typical Sherlock Holmes mystery. Setting is imperative in creating the illusion of a world that would render even the elite detective powerless. As later affirmed, however, a supernatural world is merely a world not yet understood. Though complex, the physical world—at its core—is an orderly, comprehensible place if analyzed rationally. The eventual unmasking of Stapleton and demystification of the hound are testaments to this. But before that happens, the reader is, albeit temporarily, fooled into thinking HOB is a full-fledged Gothic novel. For the sake of creating a believable work, Sir Arthur Conan Doyle abandons this, just as Holmes and Watson return to a natural explanation for phenomena after shortly contemplating a supernatural one.

Strategic Human Resource Management Essay Example | Topics and Well Written Essays - 3000 words - 2

Strategic Human Resource Management - Essay Example Thus, this paper presents different forms of discrimination alongside the related case of the famous footballer, John Terry, who was once involved in a racial kind of discrimination. To start with, discrimination at the workplace can be on the basis of racial differences. Racial discrimination is the act of looking down upon somebody in the workplace due to his race, color or ethical origin. This kind of discrimination can emanate during hiring and firing. For instance, one applies for a job that he or she has excellent qualifications, but he or she is not hired because the rest of employees are not confortable dealing with somebody from that race. It can also be evident in payment, whereby a fellow employee of a preferred race at the same level of management with the same expertise as one from a discriminated race earns more (Dipboye & Colella, 2005). Secondly, religious discrimination in workplace is a common scenario especially in organizations that are conservative and run on a religious basis. Religious discrimination is basically looking down upon somebody in their employment because of their religion, beliefs and practices. This kind of discrimination can be manifested during hiring and firing. Some organizations might opt to hire employee from a certain denomination and not the other thus creating unhealthy working conditions. Religious discrimination can also be in form of harassment based on religious belonging. Gender discrimination is the main and most common misconduct in employments all over the world. Gender discrimination is differential treatment of an individual in their workplace just because they are male or female. This kind of discrimination is evident when a certain gender is preferred for a certain job. For instance, the fact that the company’s long term serving clients are confortable dealing with men, a woman might be fired. The company management may attribute this firing to cutbacks and reorganization but

Religious movements in Asia Essay Example | Topics and Well Written Essays - 1500 words

Religious movements in Asia - Essay Example nged into social and political movements, which forced the governments revise their foreign policies in so many western and eastern countries at international level. The most dynamic religious movements are launched by the Jewish and Islamic fundamentalist parties, which has split the whole world into extremist groups and factions, who are always engaged in terrorist activities and hostilities against their rival factions on the one hand, and against the peaceful citizens of the world on the other jeopardizing the very peace and stability of the world at large. The most significant and influential social and political movement that made imperative alterations in the social and political establishment includes Marxism. Named after eminent German socialist thinker and philosopher of nineteenth century i.e. Karl Marx, the movement got the masses realized at global level regarding their rights and privileges that must have been established on equal foundations on the noble principles of social justice, brotherhood and equality. It was Marxist perspective that gave birth to all social movements in Asia, Europe and Africa during the twentieth century. The people of Africa and Asia stood up against imperialism and demanded freedom from the western imperialism. The movement influenced the American society in such a way that the minority groups particularly the African Americans strived to break the shackles of slavery and successfully won the battle against prejudice and racial discrimination after a long and tiresome struggle against the dominati ng majority group i.e. White Anglo Saxon Population (WASP). Karl Marx views conflict as inevitable in every culture and social set up, which is necessary for its progress and prosperity. Since Marxist perspective was a reaction to the exploitation of the lower stratum at the hands of the upper classes, all the future movements related to it also united to eradicate inequality from society. â€Å"Marx notes how the separate

Film journal Essay Example | Topics and Well Written Essays - 3750 words

Film journal - Essay Example After a period Miranda begins to feel a degree of unfairness in her life; as a response she begins to act in distorted ways. She drinks whiskey and instigates a major argument with Jessica. Finally, Miranda receives a call about being hired for a job. Still, she can’t restore her broken relationship with Jessica. Working as a director of photography: My role in this film was as director of photography (DOP). Going into the project I was aware that the director of photography, or the cinematographer, is largely responsible for the artistic photography within the film. Meaning ‘writing with motion’, â€Å"...cinematography is more than the mere act of photography. It is the process of taking ideas, actions, emotional subtext, tone and all other forms of non-verbal communication and rendering them in visual terms† (Brown, 2002, p. ix). Within this context of understanding, much can be learned from the theories and practices employed by seminal directors of pho tography. One such consideration is the techniques used by cinematographers in the black and white era. Studio lighting from this era has oftentimes been implemented to create an authentic or naturalistic effect in contemporary cinematic production. In my own research I thoroughly explored texts on lighting, as well as participated in observational examination of the work of specific cinematographers. In interrogating cinematography in this specific work I analyzed mood, and the characters and subtext that the director wanted to create. The director indicated that he wanted to create a naturalistic atmosphere. Ultimately, we decided to use lighting as a means of storytelling and explicating internal character emotional states. After an extensive conversation with the director, we established that the primary function of the lighting should be as a means of indicating the main character’s dramatic changes. As Miranda struggles to find a job and her relationship with her daught er deteriorates the film lighting progressively grows darker. The narrative occurs over a period of four days; we recognized that the days should demonstrate differences in lighting, with the second and third progressively darker, but the bright forth day of hope. This style of lighting was established in the first scene and foreshadowed later narrative developments. The first scene consists of three shots. In the first show, Miranda is shown by the window; in the second shot she is a degree farther away from the window; in the third shot she is even father away. The intention was to make her face bright in the first shot as she is close to the window, so the light on her face was over-exposed. In the second shot, as she moves away from window, which was a source of light, the light on her face get darker. Finally, in the third shot, as she is sitting alone behind the table and her face is a bit dark, I made the light on her face under-exposed. Another prominent consideration was da ytime lighting. The director and I agreed to use soft light for the daytime, as it can be used as overcast weather. Notably, the director didn’t want to use any practical lighting during the day. I also decided to use soft and strong ambient lighting for the whole room. As a means of implementing this approach I divided the natural lighting coming from the window, as well as the artificial light that was pretending to come from the window. In

Graduate Opportunities in the University of Nottingham Essay

Graduate Opportunities in the University of Nottingham - Essay Example I handle responsibility very well and, moreover, am able to act on my own initiative or to work as part of the team, as the situation requires. My PhD Project was a Hybrid Mop-fan Thermoelectric system that aims to produce conditioned air for a room/building with a lesser toll on the environment. The system I developed is more suitable for hot-dry climate area. Now I am looking forward to expanding my experience by getting relevant employment.   Currently I am working as a project engineer for Knowledge Transfer Partner (KTP) Association; this is a joint program between Cooper Technology and University of Nottingham. I am handling a project with a budget of  £200,000, which entails designing and manufacturing a new unbound material tester. I have to run this project by myself; starting from market awareness, project management, designing and manufacturing of the product to testing the product, promotion and selling of the product, I handle everything on my own. My educational background is Engineering only, however, with the help of my current job I have had the opportunity to learn management as well. This opportunity was also provided by KTP when they enrolled me in a number of training courses including those for project management, marketing, finance and leadership, software package training course, etc. I can now apply the knowledge that I gained from these training courses to my project work, and drive it to the rig ht direction. Your firm is of particular interest to me because it is well established and reputable with a good track record – especially in the building industry. A graduate placement with your firm will definitely add a wealth of experience to my work, especially within the domain of my studies, and also to my professional capabilities. I consider myself to be a well-motivated and enthusiastic individual who enjoys challenges.

Demographic Decline, Black death, and the Ottoman Turks Essay

Demographic Decline, Black death, and the Ottoman Turks - Essay Example The worst illness to strike during this time was the Black Death or the bubonic plague. Fleas that arrived in Europe from Asia spread this disease. Most people that contracted the disease died, leading to population decline. The Ottoman Turks played a peripheral role in the history of Western Europe. The loss of the Byzantine Empire and a Christian lineage stretching back to the Emperor Constantine was more psychological than anything else. Trade continued to flow through Constantinople, now called Istanbul. The Turks did press into areas in Southeastern European areas such as Bosnia, Herzegovina, Serbia and Morea. This provides much of the ethnic tension still present in the Balkan region to this day. But most of the Turkish expansion was Southwest into the lands of the Arabian Peninsula. After they captured the holy cities of Mecca and Medina, the Ottoman Turks importance was elevated throughout the Muslim world. The Ottoman Turks were important in Western European history as a peripheral

European union Law Essay Example | Topics and Well Written Essays - 1000 words

European union Law - Essay Example The conditions that were laid down were that the provision must be clear and precise; it must be unconditional; and its operations must not be dependent upon further action by national or EC authorities. The query as to whether a Directive could have direct effect was found to be contentious. Directives are intended to be implemented and brought into effect by national legislation within a stipulated period of time. ‘A Directive is to be binding, as to the result to be achieved, upon each Member State to which it is addressed†¦Ã¢â‚¬â„¢2 On a literal interpretation the power is conferred on the Member State so as to implement the measure. Thus the idea had been that the condition of further implementing measure could not be satisfied so no direct effect. However, in, the courts3 found that an individual could rely on a directive which had not been implemented in national law. Further development occurred by relating the doctrine of estoppels and stating that a State could n ot rely on its own fault to frustrate the rights that had been conferred upon individuals under the Directive. Thus if Member State due to its fault, fails to implement the Directive in national law or has done so inaccurately, the individual can claim against the state the rights that have been provided, had the Directive been (correctly) implemented4. Thus allowing vertical effect is appropriate because the fault can be attributed to the Member State for its failure and not of any other individual.5. This rule had been criticized for inequality, as an action could only be brought against the state.6However, it is important that the time limit for implementation must expire, because before that the Member State is not in breach of any obligation.7 In respect of the facts at hand the Directive has been incorrectly implemented, however, the problem lies in the fact that the timeline for the Directive to be implemented has not passed and therefore dependency is still there and the con ditions for direct effect would not be satisfied and an action against Age Aged Ltd cannot be brought about by Per by way of direct effect. The doctrine of indirect effect was laid down so as to allow parties to claim if they could not rely on direct effect8. The doctrine places an obligation on national courts to interpret national legislation ‘in the light of wording and purpose’ of Community law that is the duty of harmonious interpretation. The principal is to apply to national legislation regardless of whether it is passed before or after the EC legislation9. Indirect effect applies to vertical as well as horizontal actions. The limits that have been placed are that there must be national legislation; the doctrine applies subject to general principles of law, e.g. legal certainty and non-retroactivity10; and the exception of criminal liability11, however, this does not apply in respect of claims for civil liability on individuals12. In respect of the current situat ion it is important to point out that there is national legislation which has incorrectly implemented the directive and therefore Per can claim that the national courts are duty bound to implement it so as to give effect to the limitation on exclusion clauses in business contracts and therefore claim against Age

Interpret Marketing Trends and Developments Essay Example for Free

Interpret Marketing Trends and Developments Essay The aim of this report is to determine if potential alternative hub airports to service the growing of Australasian and Pacific markets by researching and identifying considerable inroads into this large market for expanding and growing opportunities for Virgin Australia’s potential abilities Methods Used A questionnaire (Appendix 1) was distributed to students attending Metropolitan South Institute of Tafe (MSIT) as well other data conducted to research preliminary and secondary data from the Tourism Australia market profile. As well as conducting Risk Analysis from other countries in the Pacific and Australasian countries, which includes airlines and traveller statistics and performances. When undertaking the questionnaires, the data was distributed and collated by answering question on what students preferred as their haul destinations. As a result the analysis was conducted that most of the students preferred Fiji in category 1 while category 2 the students preferred Malaysia that has the highest percentage of students followed by Vietnam and Philippines as their hub destination. Students preferred its natural beauties of its countries rather that its infrastructure, and rich heritage. As well as its scenic views and luckily 23 students have travelled internationally while 4 students said they never travelled at all. From the students conducted in this questionnaire students were around 21 to 30 years old more than the rest of the respondents in this demographic. Sources Other than the questionnaire, this report did not use any other sources but analysing a risk matrix of countries whether the profile status was able to be a hub destination or not. Scope This report looks at the opinions of students attending MSIT Mt Gravatt, and investigations of countries in the Pacific and Australasian regions for strategies to conduct major airlines services. Background From this report it will be investigated by the following elements of regional analysis in Australasia and the Pacific. It will also look at the trends from the landscape of aviation analysis and the main key airlines that each countries support on using as its carrier. Demographics will also be analysed by the market performance of the country in each category and its destination ports and statistics. Establishing a performance on its international routes will be the key priority in building successful and stronger platforms for the future.

Impact of Advertising on Fashion

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