The Impact Of Advertising On Consumer Price Sensitivity Marketing Essay

The Impact Of Advertising On Consumer Price Sensitivity Marketing Essay Selling things are the focus of any business and to sell a product marketing is a key factor and main step to make people buy the product. In addition, the foremost thing under marketing is advertising, which is the only way with which you can change the perspective of the product in peoples mind. It is actually a form of communication intended to persuade and audience (viewers, listeners or readers) to purchase the product. The intention of actually enlightening on advertising is to know whether advertising has any impact on consumer price sensitivity or not. It does affect the consumer and their buying behavior but to what extent what are the variables and how this is effecting consumers sensitivity toward purchasing a certain product is been elaborated below. H0: Advertising Have an Impact on Willingness to Pay by a Consumer It is relevant to my article because of using demand curve to gather the impacts of advertising on consumer price sensitivity. In this paper The Impact of Advertising on Consumer Price Sensitivity in Experienced Goods Markets written by Tullen Erdem, Michael Keane, Baohong Son (2007), four categories of consumer goods are considered to examine how TV advertising and other marketing activities affect the demand curve facing a brand. Advertising affects consumer demand in many different ways. The authors observed in this article, that advertising is a reason to fall consumers price sensitivity for a particular brand. To understand how advertising effects price sensitivity one needs to estimate how it shifts the shape of the demand curve, which means estimating a demand system for all brands. Estimation of demand among four products, resulting one had a different response in WTP and that is because of focusing on one distinctive feature of the product. The effects of advertising on the shape of the demand curve depend on vertically or horizontally differentiated (attributes) of the product. Advertising stresses on vertical (claims marginal consumers) and horizontal characteristics (a brand perceived as having an advantage) will increase WTP most for those infra-marginal consumers. A supermarket scanner data used on four product categories to examine how advertising use experience, price, promotional activity in the determination of demand. Advertising affect the price elasticity of demand in two different ways: Firstly, advertising affect the limits of the demand functions of individual consumers more or less price sensitive, secondly advertising may affect the number of the set of consumers. The toothpaste and toothbrush panels cover 157 weeks including households in Chicago and Atlanta while ketchup and detergent panels cover 130 weeks included households in Sioux Falls, South Dakota and Springfield. Weekly advertising intensity measures gross saving points for each brand in the market and 60% of households linked to TV ads for last 51 weeks restricted only who bought 3 times over the period. The toothpaste panel contains 345 households who made 2880 purchases, toothbrush panel contains 167 households who made 621 purchases; detergent panels contains 581 households who made 3419 purchase and ketchup panel contains 135 households who made 1045 purchases. Advertising provides more soft information in the ketchup category (differentiated horizontally e.g. thickness in Heinz) and more hard information (vertically differentiated like quality, such as cavity fighting power in toothpaste, removal of plaque in toothbrush and cleansing power in detergent) and is obvious that nat ure of ad varies according to product. Advertising is more likely to increase price sensitivity and lead to more pro- competitive effects when the hard information is in advertising (e.g. relative quality information) rather than soft (e.g. image oriented). All products observed by different brands of same category by market share, mean price, ad frequency, display frequency, feature frequency and mean coupon availability. The statistics are in this way that there are three kinds of variables, like percentage of purchases (covers brand loyalty), ad viewing habits, and willingness to pay with reference to prices that offered. For all 18 brands, advertising reduces price sensitive but increases the prices. Advertising is not profitable because it lowers the elasticity of demand, but lifts the level of demand. The more the noisy signs of product attributes in advertisements have lower variance alternative and have greater WTP while non-risky consumers have higher variance even for the same features. This relates to the view that non-price advertising affect differently due to consumers diverse tastes. Advertising raises the level of demand by increasing the equilibrium price elasticity and decreasing the equilibrium price. Price advertising and non-price advertising affects the demand curves by costs of gaining information related to price, types of consumers and consumers tastes that visits the stores. People who are less sensitive to price are uncertain about attributes. Price advertising affects stores demand curves differently if consumers have different costs of acquiring price information, and differe nt types of consumers visit each store. It means that advertising is complimentary to consumption and is consistent with models where advertising increases WTP for a brand by producing artificial differentiation and conveying information about brand attributes Variables: Brand choice, Information and market power, Quality of the brand, Existence of the brand, Heterogeneity of consumers tastes, Attributes of the brand, Awareness of substitutes, Ad design, Brand differentiation, Barriers to entry and Experience. H0: consumer price sensitivity moderated by brand credibility This article How Advertising Influences Brand Credibility and Consumer Price Sensitivity written by Tulin Erdem, Joffre Swait, Jordan Louviere (2001), connects with my topic in this way that it explains the implication brand credibility of an advertised brand on consumer price sensitivity. Every brand has different affects on consumers on various stages on their decision of choices of a brand. It passes through different utility functions. The paper enlightens the fact, brand effects with information economics depth to analyze whether consumer price sensitivity, consumer valuation of a products overall attractiveness or utility, has an impact by brand credibility, after making a choice of a brand by advertising. The impact of brand credibility on consumer price sensitivity across class that absorbs different levels of consumer ambiguity, four different types of products utility analyzed which are Frozen concentrated juice (Dole, Minute Maid, Sunkist, Tropicana and Welshs); Jeans (Cal vin Klein, Gap, Lee, Levis, Wranglers); Shampoos (Clairol, Herbal Essence, Pantene Pro- V, Pert Plus, Salon Selective) and Personal computers (Apple, Compaq, Dell, Gateway, IBM) Two types of data relevant the hypothesis; firstly, confirmatory factor analysis (CFA) to obtain brand credibility of the most advertised brands at individual level in each of the four categories; and secondly, by price manipulations of the same brand to know the credibility. Subjects rated all five brands individually to estimate the credibility by them and completed a simple pricing choice experiment involving 17 choice sets in each of two product categories in addition to this, there was a distracter task that includes questions regarding their personal values to minimize the chances of linking two tasks. These four products chosen subjects could relate to them. They asked to assess how confident they would feel measuring new products in 21 different product categories before trial, after one trial and after a year of use (using 7- point agree/disagree scales) These results suggested that, as a group, the subjects viewed frozen juice concentrate more as a search good, jeans and shampoo as more short- to medium-term experience goods, and a PC as a longer-term experience good. Subjects in the pre-test (n = 31), main and supplementary (n = 170) surveys were undergraduate students at two major North American universities. Final sample sizes for the main survey were, respectively, 221, 232, 217 and 198 for juice, jeans, shampoo and PCs. The main survey took approximately 35-40 minutes to complete. Brand credibility decreases price sensitivity but the intensity of the consumers choices differs with products. The emphasis is on the product category factors that could affect the impact of brand credibility on price sensitivity. Consumer characteristics also might determine the level of impact of brand credibility and price sensitivity. Observed results suggest that the interaction between brand price and credibility is heterogeneous, which suggests that it is likely to be associated with consumer specific characteristics and the level of advertisement occur in certain period. These types differ in consumer uncertainty about product attributes plus in specific features in categories that affect sensitivity to uncertainty. It argues on the impact of price on consumption of a credible brand when there is asymmetric information through advertising. Economic framework suggests that brand credibility moderates price sensitivity under uncertainty. In high latent risk and high involvement categories, in which consumer purchase decisions may be quite complicated, the predicted effect was bigger. Price effects strongly recommend that credibility offer number of consumer benefits, which decreases price sensitivity. Variables: Brand credibility (trustworthiness, expertise, usage), Brand choice, Product category, Product attributes, Brand name and Consumer benefits. H0: online medium effects consumer price sensitivity more than offline medium To see the impact of online advertisement on advertising price sensitivity is the reason behind choosing this article. According to article The online medium and consumer price sensitivity written by Venkatesh Shankar, Arvind Rangaswamy, Michael Pusater (1999), paper explains a logical framework regarding the assumption that internet increases price sensitivity and intensify price competition and factors characterizing the online medium, consumers and intermediaries to explain the main reasonable effects of the online medium in price sensitivity. The articles inspect two main aspects of price sensitivity, the intensity of customer attaches to price relative to other attributes (Price importance and price search). About 1/4th of revenues in online shopping industry come from travel services, data set 1comprises of both medium but specified only to Marriott international and a same with data set 2 for making different hotel reservation but for any hotel chose by the respondent with same questionnaires. They asked questions regarding most recent online reservation and most recent offline reservations. Investigation in data set 1extends from the brand level to the product category level and overcomes problems due to self- selection bias in data set 1, to reduce impartiality, the differences in the frequency of shopping between the samples accounted for analysis. For data set 1 primary data collected for the customers of Marriott international and comparing the attitudes and behavior demographically to the population that differ in the medium usage, examine the online medium moderation on price sensitivity and lastly stresses the effects of website factors on price sensitivity. For offline medium consumers questionnaires mailed to customers through Marriott international customers data while for online customers, the survey posted on Marriotts website with a new tag. Only 214 form online and 306 from offline usable recipients (15%) enabled to respond. Data set 2 had to go through a test provided by hospitality sales and marketing association international and customers chose on the basis of using both online and offline medium, Receiving 144 responses from a sample of 2000 customers randomly selected from the list, who chose hotel both online and offline (a response rate of 7.2%) Talking about online medium factors interactivity and perceived depth of the message helps dampen price importance but at the same time ease of price search increases price importance, content and information interactivity does not give any significant result. Using an intermediary and product/price bundling increases price comparison and price importance. Brand loyalty and time value reduces online price search. Looking at offline medium, the perceived range of option does not diminish price importance or price search; but price search reduce because of product/price bundling by an intermediary. Price comparisons using intermediaries has a much stronger impact on price search offline than online. For both sets, the result is consistent as the online and offline models are similar. Online medium effects price importance more because Highlights the range of product options and price bundling by an intermediary to diminish the price importance then it put emphasis on brand loyalty which decreases price search and the effect of price comparison by an intermediary and lastly it is easier to search for price information which reduces the search cost and time as well. Price/product bundling proves to be a strategic advantage for the firms, more online than offline. The price comparison using intermediaries will be more beneficial if online intermediaries are used and provide proper service/ good description with prices and get it linked to the other sites as well. Variables: Price search, Price importance, Price information, Non-pricing advertising, Web-site design, Targeting distribution, Brand loyalty, value of time, frequency of shopping, Alliance strategies, Online attributes price importance influence by medium- product category, demographics. H0: Advertising Effects Evaluates In Three-Dimensional Space of Product (Experience, Affect, Cognition) This paper named How Advertising Works written Demetrios Vakratsas, Tim Ambler (1999) by related to my topic in this way that it talks about the impacts of advertising on consumers which helps observe what features of ads influences consumer behavior or changing their buying behavior. The authors gather the information about how advertising affects the consumer. Advertising effects classified into intermediate effects, for example, on consumer beliefs and attitudes, and behavioral effects, which relate to purchasing behavior, for example, on brand choice. The authors propose that advertising effects studied in a space, with affect, cognition, and experience as the three dimensions. The EAC Space adjusted according to the context: product category, competitive environment, other marketing mix components, stage of the product life cycle, and target audience. The article has reviewed former research of intermediate and behavioral effects of advertising using models from market response. Advertising can be estimate in a three-dimensional space using the dimensions of experience, affect, and cognition (the EAC Space). The coordinates of the three dimensions can verify the importance of a specific advertising promotion. The article have classified and reconsider preceding research of intermediate and behavioral effects of advertising using a arrangement of models preliminary from market response and ending with integrative and nonhierarchical models. The principal overview concerned the persuasive hierarchy (CA) category of models of advertising effects. Although such models dynamically engaged for 100 years but still flawed on two bases: the concept of hierarchy on which its origin cannot empirically sustained, and have eliminated experience effects. The article suggest that behavioral (brand choice, market share) and cognitive and affective (beliefs, attitudes, awareness) directed industry to analyze the edge of context, intermediate effects, and long- and short-term behavior. In this attempt, determination of affective reactions from cognitive partiality evaluated and this is especially important for low-involvement products for which habit and affect are much more important than cognition. On the contrary, it is safe to say that effects of advertising can calculated by (EAC) space of any product but the dimensions can vary from product to product and hence the importance of dimensions as well. Variables: Consumers beliefs, Consumers attitudes, Purchasing behavior, Brand choice, Ads goal diversity, Product category, Competition, Stage of product cycle, Target market, Market share and Awareness H0: Price Advertising Positioning Tactics Increases Brand Equity, Price Importance and Consumer Price Sensitivity H1: Non-Price Advertising Positioning Tactics Decreases Brand Equity, Price Importance and Consumer Price Sensitivity The article The impact of advertising positioning strategies on consumer price sensitivity written by Ajay Kalra and Ronald C. Goodstein (1998) examines the relationship of brands positioning strategies through advertising with consumer price sensitivity. The authors examine the link between advertising and price effects and that this bond depends on the definite advertising positioning strategies. The advertising has different objective, depending on the competitive perspective of the brand and others positioned to narrow the supposed difference between brands. The authors recognize that price- oriented advertising raises sensitivity while non-price oriented advertising decreases sensitivity. Non-price advertising examines two tactics that fail to increase brand price equity: value-oriented positioning, attribute (meaningless) differentiation, while comparative tactics increase price importance and sensitivity at the category level. In addition, findings bring about that advertising effectiveness measured at both the brand and category levels. The hypothesis tested in two experiments transversely different product categories, entailing that advertising effectiveness must extend other than brand rate related to attitude. Testing of how non-price advertising positioning strategies affect brand equity, price importance, and category price sensitivity. Opposing to the accepted vision, numerous types of non-price positioning tactics can diminish equity and increase price sensitivity. Ninety graduate students at a major west coast university volunteered to contribute in experiment carry out in one of four experimental surroundings and as an incentive for $100 lottery given. They asked to analyze a rough advertisement for a new product and under high-involvement, circumstances and advertising positioning varied without the alteration in the brand attribute information in the advertising copy. The experiment designed within one factor and four level of advertisement positioning. An advertisement can have particularly dissimilar effects at each level like at comparative level will be beneficial for minor brands but not for premium brands, because it will increase price sensitivity for whole product category. The results also suggest that brand equity and advertising effects must assess in terms of both attitudes and behavioral manifestation. Pricing effects happen because of advertising, when attitudes extracted from the analysis. Nevertheless, the case is different in low involvement where meaningless attribute positioning and celebrity endorsements could significantly affect brand equity and category price sensitivity. Emotional appeals and fear appeals as attitudinal effects also influence advertisements in a cognitive manner. On this note, the conclusion made that non-price advertising positioning strategies affect brand equity, price importance, and price sensitivity and promotional price advertising increases price sensitivity, whereas non-price advertising decreases price sensitivity. Several types of non-price positioning tactics can decrease equity and increase price sensitivity and brand equity measures extend beyond attitudes and include the ability to demand a premium price. Variables: Advertising- positioning strategies, Brand equity, Celebrity endorses positioning, Meaningless attribute differentiation, unique features positioning, Brand comparison and Value positioning H0: Price Sensitivity is Measureable The paper Price Sensitivity Measurement written by Robert C. Lewis and Stowe Shoemaker (1997) elaborates on the measurement of price sensitivity through hospitality industry, to see the determinants of price sensitivity are the reason of choosing this article. Instead of using price methods on trial basis and error to determine the right price for products or services, a hotel or restaurant operator can use a relatively simple survey tool to measure customers price sensitivity. The prices for services faces at least three complicating factors: Customers often have inaccurate or limited reference prices (i.e. right prices) for services, they use price as a key signal for quality and monetary price is the only cost for service customers. Reference prices have complicated the different needs of customers in two ways: The interpretation of price (value based) on the buyers view and the relationship between price and value. A price sensitivity measurement determines how consumers percepti ons of the value affected by the interaction of price and quantity. A study conducted in which consumers asked to state the highest and lowest prices to which they purchase selected inexpensive items, showed that price act as a quality indication but not an absolute barrier to purchase. Actually, the price sensitivity measurement examines price perceptions by determining levels of customers resistance as they relate to perceived quality and the market range of acceptable prices for a specific product or services. Authors examined the application of the price sensitivity measurement model (PSM) to the association meeting market. The five components of our hypothesis are as follows: firstly, a point at which hotel room rates considered cheap or expensive; the price considered too cheap and quality questioned; no matter what the quality and price is, it is too expensive and purchase is beyond consideration and lastly a way to measure the above points. In addition, these are the questions to analyze the value of a product or service. The last two questions are actually to measure the optimal price point. Room rates are a definite factor in the meeting planners purchase decision. The hypothetical situation considered was to plan an annual convention for organization to hold in Des Monte with expected attendance of 300- 500 attendance, which will last four days, and hosted in first class hotel. Rooms single occupied and participants will stay at the same hotel and the chosen (four) hotels without a ny prior experience. Final decision based on four questions and the design made with two objectives in mind: to minimize the intervening variables that might enter into the situation, thereby affecting their respondents and expect respondents to projects their associations needs and into the situation. Survey to send to a random sample of 443 association-meeting planners and received 115 usable responses (constituting 33% response rate). The study has indicated the existence of a range of acceptable prices for meeting planners. it can be helpful in determining to compare the perception of specific brands, the competition and variables within a product line. The result showed that the price sensitivity measurement technique could most likely apply to the hotel industry though there is no basis for interpreting the results. It could give the indifferent point, an indifference percentage, and an optimum pricing point, a stress level and a range of acceptable prices on lodging industry benchmarks with which to compare those values. In addition, the conclusion made that some meeting planners have in mind threshold prices outside of which price will inhibit their decisions to purchase. The degree to which they are price sensitive (respondents) is difficult to determine. Variables: Quality, Product features, and consumers perception of value H0: An increase in non-price advertising leads to lower price sensitivity among consumers H1: The use of price advertising leads to lower prices H2: An increase in price advertising leads to higher price sensitivity among consumers The paper Empirical Generalizations about the Impact of Advertising on Price Sensitivity and Pricewritten by Anil Kaul and Dick R. Wittink (1995), is linked to my topic in this way that this paper have made generalization statements which works as a medium for measuring the impact of advertising on consumer price sensitivity. The term empirical generalizations suggest the same results comes out in different circumstances and are gathered on outcomes from varied marketing strategies and the result will help estimating the price insensitivities and making a strategic decision about market segmentation, price-marketing activities and competitive market strategies. Two types of advertising are Non-price advertising (national advertising) gives the information about the brand positioning and its intentions to communicate about the characteristics (unique) of the brand and Price advertising (local characteristics) gives the information related to price and availability of the brand. A chan ge in price sensitivity is measured either by Researchers employing experiments (interaction between advertising and price) or by econometric researchers (use price elasticity). It generates a set of three empirical generalizations after studying the previous marketing methods: The approach is to analyze the characteristics and results of previous studies providing explanations on the relevance of these generalizations means the relationship between advertising and price sensitivity observed by an overview of 18 studies. The observations made from a large set of products e.g., new products, mature products, consumer (non-durables) and durables, services with identification the type of product, the number of brands, the type of advertising, the measure of advertising and price sensitivity, and the type of interaction (result). Three implications considered to assess the link between advertising and price sensitivity: Firstly, the difference between price sensitivity of current consumers from additional consumers attracted by increased advertising. Secondly, the measurement of price sensitivity whether aggregate (price elasticity) or disaggregate (brand choice to price) data. Third consideration is about target market. If market were highly price-sensitive, t hen the ceiling effect would be a partial effect of price advertising on sensitivity but if it is of price-insensitive, non-price advertising will slightly influence the price receptiveness. The results specify that in nine studies price sensitivity increases with higher advertising, in seven studies it decreases with higher advertising, and in two cases both effects are attained. Considering only those cases where at least three studies have provided the same result. Focus is on the area of price advertising as moderators such as market share, similarity of brands characteristics or benefits, product life cycle, and the number of competitors, in affecting this relationship and is large enough to alter the brand choice. Moreover, creates variation on price sensitivity due to increase advertising from 20% to 180%. Considering this fact that product-related and other factors that affect the amount of change in price sensitivity in such situations, the conclusion is that non-price advertising reduces the price sensitivity( accepts H0 ) and falsifies H1 and H2. Variables: Brand positioning, Product information, Product differentiation, Brand loyalty, Brand choice, Product market level, Type of product (new products, mature products, consumer nondurables and durables, services), Advertising content, Market share, Similarity of brands characteristics or benefits, Product life cycle and Number of competitors. H0: Advertising Builds Market Power Similar to above article this article Price Sensitivity and Television Exposures written by Vinay Kanetkar, Charles B. Weinberg, Doyle L. Weiss (1992) elaborates the contradictory findings with regard to increases in brand advertising activities lead to increase /decrease in price sensitivity. Mentioning the lack of data to measure the revelation of ones households to advertisements and to restrain competitive activities has been a major limitation to date. This paper finds in high-level of publicity of the product, house- holds brands choice and price sensitivity can decrease for two frequently purchased products though it says that increased advertising linked with increase households brand choice and price sensitivity as well. For a number of decades researchers have been attempting to understand the impact of marketing mix variables (price and advertising) on sales (or market share) of purchased goods. However, the interaction of price and advertising has not completely measured. Set of models designed to examine the effects of advertisings on price sensitivity. Dry dog food accounts for about 60% of total consumer expenditures and eighteen of the 39 brands have large differences in advertising intensity with only one brand had a market share greater than 10%, there were 186 unique brand available to consumers. Because of so many brand choices, minor brands combined into aggregate brand categories. In addition, brand-sizes ignored for three reasons. First, television advertising focuses on brand benefits and does not deal with package size. Second, the package size decision is likely, not a purchase-to-purchase decision. Finally, for the sample households, more than 70% of the dog food purchases were for a package size of five pounds. To reduce the number of alternatives to a manageable size, brands grouped into aggregate categories according to the size of their market share of 5% and brands advertised and not advertised, so the number of alternative comes down to 11. All brands attributes compared to each other as alternative of others. A similar procedure applied to the aluminum foil data. The aluminum foil market (in the test city) was aggregated to consist of three brands or choice alternatives, one major brand, private brands, and generic brands. Only the major brand advertised on television and the results were similar of that dog food. The results are steady with the point of view that increased advertising is associated with increased brand choice and price sensitivity. In light of the effect of advertising on sales, several points noted. Firstly, the purchases vary in buying behavior of households and reflect only short run effects for advertising and the other mix variables. Price sensitivity effects are generally short-lived. In addition, results show that the indirect effects of advertising have an important effect on price sensitivity; usually that the immediate impact of advertising is still low as compared to that of other variables. In turn, the hypothesis is constant with the confirmation that the information conveyed to consumers may not be underpinned the distinct traits and attributes of a brand. Rather, advertising may be increasing consumers brand awareness, strengthen resemblance with other brands, and increasing price competition at the retail level. The interpretation of this means that good advertising that builds market power is difficult to develop and maintain. Variables: Brand choice, Market share, preferred brands, Direct competition, Awareness among consumers, Search costs, Brand equity, Display activities, and Brand loyalty. H0: Advertising diminishes the effect of Consumer Price Sensitivity The article The Effects of Advertising on Co

Behaviour Management of Crying Toddler in Dentistry

Behaviour Management of Crying Toddler in Dentistry Management of Sobbing Tot In A Pediatric Dental Office- A Review ABSTRACT The most common way by which child expresses fear and anxiety is by crying at dental office. Proper knowledge and understanding is required to deliver effective dental treatment to a child by the application of various behavioral management techniques. Treating a crying child is one of the most demanding and tiring situation encountered in dentistry. Behavior management in a crying child is a comprehensive continuous methodology targeted to build relationship between child, parent and doctor aimed at eliminating fear and anxiety and ultimately building trust. This article was aimed to review the various reasons for stimulation of cry of child in dental office and behavior techniques employed by the dentist for proper management of the child. Key Words-Anxiety, Behavior Management, Fear INTRODUCTION Behavior management is a comprehensive continous methodology targeted to build relationship between child, parent and doctor aimed at eliminating fear and anxiety and ultimately building trust. As most of the young children do not cooperate during dental procedures, thus a dentist plays a crucial role to forestall a positive dental attitude, to guide the child through their dental experience and to perform quality treatment safely. 1 Children and young adults and indeed all patients, exhibit some form of anxiety or fear when about to receive dental care. Many factors have been proposed as contributory to children’s anxiety about dental procedures which include the dental clinic environment, equipments, past dental treatment experience and the attitude of the dental staff. To address these causative factors, various behavior management strategies are being practiced which including verbal and non- verbal communication, tell show do distraction , presence or absence of parents in the surgery, modeling, audio visual aids , positive reinforcement , visual aids, physical restraints, HOME(Hand over Mouth) technique, sedation, general anesthesia etc. 2 Dental anxietyand fear has been a constant dynamic of the child patient. 2 A child patient tends to be anxious and fearful during dental treatment due to previous traumatic experience in dental office or during hospitalization for other purposes. It is very difficult to carry out any dental procedure if a child is uncooperative in dental office. It is crucial that a dentist must understand and share the feelings of a child and show concern before starting any treatment.3 Treating a crying child is one of the most taxing and difficult job for a dentist due to unanticipated attitude of a child during treatment. Delivery of effective dental treatment in a crying child requires incorporation of various behavior modification techniques. Thus acquisition of skills that allow a dentist to handle such â€Å"uncontrollable† situations in the best possible way is of utmost importance. A dentist should take a child’s cry as an advantage rather than a drawback as crying is a mode of expression of the personality traits, hence should be used as a diagnostic tool.3 Dental fear and anxiety is a dilemma concerning pediatric patients, their parents, and dental professionals. Its prevalence in children and adolescents ranges from five percent to twenty percent. Fearful pediatric patients often tend to be uncooperative during dental visits. This renders treatment difficult or even impossible, causes occupational stress among dental staff, and increase the chance of discord between dental professionals and patients or their parents. Dental fear and anxiety are the main cause of dental avoidance that leads to deterioration of ones oral health and may impair ones psychosocial functioning and quality of life. 4 Dental Fear: Dental fear is defined as an unpleasant emotion caused by the threat of danger, pain, or harm during dental treatment. 5 It is characterized by change in body physiological symptoms due to changes in cardiovascular and respiratory systems. The response of a child usually occurs by a real or imagined threat to his own safety. The patient readies himself in a fight or flight stance to either escape the stimulus or stands and conquer it. Rachman’s model of fear acquisitioning is one of the most accepted theor, which is supported by several studies. This theory has proposed that fear might develop through three pathways: direct conditioning (classical conditioning), vicarious conditioning (modelling), and information/ instruction. The second and third pathways are manifestations of indirect fear acquisition.3 Dental Anxiety: Anxiety is a feeling of worry, nervousness, or unease about something with an uncertain outcome. Dental anxiety is defined as â€Å"an abnormal fear of visiting the dentist for any dental procedure and unjustified anxiety over dental procedures† and may have psychological, cognitive and behavioral consequences. Dental anxiety may be a problem in childhood as it is associated with poor oral health outcomes and an increased dependence on costly specialist dental services. Children who show more anxious behavior have a greater chance of having dental diseases as compared to children who are non-anxious in the dental office. Dentists need to understand the anxiety of the child and implement procedures that enhance a feeling of control which include giving child’s choices, helping within treatment or otherwise manipulating dental objects and acknowledging the child’s experience.4 Due to less communication skills exhibited by children, they are not able to properly express their fears and anxieties. When children cannot manage, they attempt to escape the upcoming event. This ultimately leads to crying of a child which also is a way of a child to show their anxiety and discomfort. 3,4 Different anxieties and fears that children have about visiting the dentist are: Mostly children are anxious during a new experience. There is uncertainty about what is going to happen which increases the child’s restlessness. Past negative experiences associated with medical treatment may be co-related with more anxiousness in dental treatment as well. Previous fearful dental visits have also been related to poor behaviour at subsequent visits. The parents who are unable to contain their own dental anxieties, make the child more conscious. Mass mediaandcartoonsalso contribute to the negative image of dentist which may lead to development of dental fear. Management of Crying child during Dental Treatment Successful treatment of a disruptive child depends partially upon selection of an appropriate behavior management technique. Each child possess different behavior pattern on visiting the dentist. For managing a child in dental office various factors have to be seen like -the type of behavior, the child’s anxiety, age of the child, child rearing techniques, personality variables, parental attitudes toward behavior management techniques, dental treatment to be rendered and the legal implications.6 Behavior management is of children in clinics is an integral part of pediatric dentistry. It is not just the application of individual technique formulated to deal with individuals but rather a comprehensive methodology meant to build a relationship between patient and dental professional. Behavior guidance is based on scientific principles but also requires skills in communication, coaching, tolerance, and active listening. The aim of the behavior management is to instill a positive dental attitude on patient, alleviate fear and anxiety, deliver quality dental care, build a trusting relationship between dentist, child, and parent and create long term interest on patient’s part so as to facilitate ongoing prevention and improved dental health in the future. Since the child may enter the dental office with some fear and anxiety, the first objective of the dentist should be to put the child at his ease and make him realize that this experience is not unusual. It is better to have morning appointments for patients and dentist should be realistic and reasonable to the child. This may help in developing a positive attitude of the child towards the dentist. Parents exert a significant influence on the behavior of their children. Most of the characteristics of the child like behavior, personality, anxiety and reaction to stress are directly influenced by parent’s characteristics. Parents should be educated before their child’s visit as it may be helpful in promoting a positive dental experience. Behavior Guidance is a continuum of interaction involving the dentist, the dental team, the patient and the parent directed towards communication and education which ultimately builds trust and allays fear and anxiety. Both non pharmacological and pharmacological behavior guidance techniques may be used by dental health care providers in providing oral health care for infants, children, adoles ­cents, and persons with special health care needs. Some of the behavior modifications techniques include:- Communication and communicative guidance First objective in successful management of a crying child is to establish communication. By involving the child in communication, the dentist not only learns about the patient but also helps in relaxing the patient. The fear and anxiety of the child demands that each step should be explained. Appropriate use of commands may help the child develop a positive attitude toward oral health Distraction Distraction is a newer method of behavior management of diverting the child’s attention from sounds or sight of dental treatment, thereby reducing anxiety. Audio or Audiovisual distraction will help in eliminating dental sounds and sight of the dental treatment, hence helping in gaining control of the child. Voice control Another modification of behavior modification in crying child is controlled alteration of voice volume, tone, or pace to influence and direct the crying child’s behavior. It helps the dentist to gain the patient’s attention and compliance and to avert negative behavior. Positive reinforcement Positive reinforcement is an effective technique to reward desired behaviors and, thus, strengthen the recurrence of those behaviors. If a child stops crying or show good behavior he should be rewarded with tokens or toys. Tell-show-do Tell-show-do technique can help in modifying the behavior of a crying child. It is the cornerstone of behavior management given by Addleston in 1959. The technique involves the dentist telling the child what is going to be done in words the child can understand. Second, the dentist demonstrates the child exactly how the procedure will be conducted and then, without deviating from the explanation and demonstration, completion of the procedure. Conscious Sedation Nitrous oxide/oxygen inhalation helps in providing a minimally depressed level of consciousness which helps in reducing anxiety and enhancing effective communication in a crying child. Its onset of action is rapid and the child responds appropriately to physical stimulation and verbal commands. The effects are reversible and recovery is rapid and complete. But before giving conscious sedation, proper diagnosis and treatment planning must be done. 6 Other techniques include hand-over-mouth exercise (HOME) and medical immobilization. The behaviors of the dentist and dental staff members play an important role in behavior guidance of the pediatric patient. Successful behavior management enables the oral health team to perform quality treatment safely and efficiently and to nurture a positive dental attitude in the child. 6 Knowing that pain is not the only reason for a child to cry during dental treatment will help parents and dentists to understand why a child’s behavior is managed a certain way. As the children learn to cope with the dental situation, the crying usually eases up. The learning process varies in every child. The role of the pediatric dentist is to help the child to get through his dental experiences so that the child may develop a positive attitude towards dentistry. CONCLUSION The most common emotional upsets exhibited during dental treatment are anxiety and fear and the most common way a child expresses fear is by crying at the dental ofà ¯Ã‚ ¬Ã‚ ce. The pediatric dentist can use an appropriate behavior management technique to make the child cooperative throughout the dental procedure and can help the child to develop a positive attitude towards dentistry. 1

Poor Are Better Than Rich :: essays research papers

Erez Cohen   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The Poor Are The Richest   Ã‚  Ã‚  Ã‚  Ã‚  Ã¢â‚¬Å"The poor may have the smallest pockets, but they surely have the biggest hearts†. Rich people are the selfish people that only care about their wealth and about their reputation, they are greedy and only care about making money. Furthermore, they are consumed with the idea of degregating the poor so they can achieve success, even if it means destroying others lives. On the other hand, the poor are those who battle to survive among the rich and live their lives to help others. They are open minded and always wanting to give more than what they have. moral character of the rich and the poor and thus they don’t help each other mutually in obstacles they each have to face.   Ã‚  Ã‚  Ã‚  Ã‚  Poor people are filled with hope and the desire to help others that are in need of help. They are consumed with goodness and are always seeking to help out theiw on class. The Mexican revolution is very good example of how, when in tough times, poor families and friends stick together and help each other out. The people were searching for work, money, and happiness, but were faced with many hardships along the way. Those who were able to make it to their destination were not met with the fulfi but with the feeling of being unwanted. On the other hand the poor welcomed each other and tried their best to assist those in need of help.   Ã‚  Ã‚  Ã‚  Ã‚  Being rich causes individuals to abandon their values and be blinded by the fact that there are others in this world who are not so wealthy as you and who are in need of help. Eventually people reach a point in which they believe that money should be obtained

The Modern Day Gikuyun Farmer :: Economics Kenya Agriculture Essays

The Modern Day Gikuyun Farmer The following are excerpts from a research project undertaken by Ramya Bavikatte on her Washington Semester at American University. Ramya traveled with her class to Kenya, where she learned more about the issues of small holder agriculture and the Gikuyun farmer. The purpose of this research project is to study the economic and social implications of smallholder agriculture in Kenya. The shift of smallholders from subsistence farming to cash crop farming created significant changes in the standards of living, social security, reproduction, and the sexual division of labor. With the strong social impact of commercial farming, many Kenyans are wondering whether they are materially better or worse off than they were thirty five years ago. One of the most evident ways in which commercial agriculture affects the Kenyan people is through ecological and land degradation. Due to the ever-increasing pressures put on the land, frequent aridity has led to greater risk of a bad harvest or even famine. Food relief to Kenya has become more common, therefore elevating the dependency on donor countries. Since a well-organized system of providing social security does not exist in Kenya, the best assurance of economic security comes through the ownership of land. In addition to the land security, commercial agriculture provides an inlet for added security through market extensions. Market extensions aid farmers and their families by providing loan and investment services. Unfortunately, the population boom in Kenya, as everywhere in Africa, means less land and agricultural opportunities; consequently, the increased rural density has forced people to seek work in the cities. Although the city dwellers have more control over their work conditions, they are by no means financially stable since the work will inevitably be in the informal sector. All the needs of the city dwellers must be met by cash payments, of which they rarely have enough. Perhaps commercial agriculture is not entirely to blame for the population boom. It could be considered, however, as a catalyst for industrializatio n. Industrialization coupled with commercial agriculture will exacerbate social tensions already in existence among the Kenyan people. Any shift towards higher productivity or income growth in the population as a whole must increase the range of wealth differences. Unfortunately, the economic gap between the North and South grows as wealth continues to transfer of the North's sector. The Natural Environment of the Gikuyu Farmer Gikuyuland makes up a large portion of the great East African plateau.

Importance of Setting in A Rose for Emily :: A Rose for Emily, William Faulkner

Importance of Setting in A Rose for Emily In William Faulkner's "A Rose for Emily," Faulkner's details about setting and atmosphere give the reader background as to the values and beliefs of the characters, helping the reader to understand the motivations, actions and reactions of Miss Emily and the rest of the town, and changing the mood or tone in the story. The setting in "A Rose for Emily" is Faulkner's fictitious post- civil war Jefferson, a small town in the deep south of the United States. Faulkner's use of this particular time-period or genre, is successful in giving the reader an understanding or background to the values and beliefs of the characters in the story. The town of Jefferson is a fallen legacy. The hierarchical regime of the Griersons and the class system of the time where by ordinance of the mayor- Colonel Sartoris, a Negro women could not even walk the street without an apron, had changed into a place where even the street on which Miss Emily lived, that had once been the most select, had now been encroached and obliterated, her house an eyesore among eyesores. Both the town and Miss Emily herself, now looked upon Miss Emily as the only remnant of that greater time. This fact gives the reader an understanding of the mindset of the "town," who is narrating Miss Emily's story to us in a form resembling a gossip circle, where stories of various townspeople are pieced together and of Miss Emily, the protagonist who lived alone except for her lone servant. The actions of Miss Emily range from eccentric to absurd but it is the readers understanding of the setting that keep the story believable. Miss Emily becomes reclusive and introverted after the death of her father and the estrangement from the Yankee- Homer Barron. It is also revealed at the end of the story that she went as far as poisoning Homer, keeping his dead body in his house, and sleeping next to him as well. She is doing what she feels necessary in response to the pressure placed on her by the town.

In what ways where the lives of people living at home affected by World War One? Essay

World War one began in 1914 when Great Britain declared war on Germany, this war was different to all previous wars for several reasons; it was the first war, which involved so many nations, and also where people at home were affected very greatly indeed. The war affected everyone, not just the soldiers, for the first civilians were killed or injured by German Zeppelins, which were able to fly over to Britain and actually drop bombs on the country. Propaganda was used greatly to influence the way that British people thought about the enemy and it was this key factor, which kept the British people against the Germans. Despite all the negative aspects and outcomes of the war, governments knew that to stand a chance of winning the war they had to invest more money into improving technology and the war was responsible for many technological and medical advances, these advances include the mass-production of the wireless and the discovery of penicillin. As a result of the conflict and the majority of men going off to fight, the role of women improved dramatically, from being the typical housewife and being subject and expected of a very domestic lifestyle, they found that during the war they had to take over the men’s roles, which involved them going out to work in factories and producing munitions. Throughout this essay I am going to look at various areas, as to how and what extent the people on the home front were affected by the war. Section A is very useful as it delivers various sources, secondary and primary and tells in detail the initial impact of the war 1914/1915. Source A1 clearly tells us that WW1 was the first war to affect Britain at home and this is very valid, the source also tells us about the severe increase in political control, the government passing the Defence Of the Realm Act (DORA) in August 1914 which increased the government’s control over the population, to get the most out of the people for the war effort. There was systematic and indeed, deliberate propaganda to influence people to help in the war effort by broadcasting (in cases) mindless nationalism, and this propaganda utilized children a lot to appeal to the people and showed that the Germans soldiers were not doing their job and they enjoyed killing, this infuriated the public and so almost everyone was up for war against Germany. Along with these large scale impacts were minor and social impacts including the cancellation of Bank Holidays and Bonfire Night. This source is secondary evidence, from a British History textbook; it will be well researched and contains factual information rather than speculation based on opinion. Source A2 is a very famous recruiting poster, which was issued in 1914, so therefore it is a primary source, and its purpose was to provoke a response – join the army. The key signifier/central image of the poster is an image of Lord Kitchener and in bold letters at the top of the page it says â€Å"BRITONS†, this is to display loyalty, nationalism and indeed, patriotism. The content of the source is stern and commanding, which instructs the British people to â€Å"do their duty†. At this time it was voluntary, rather than compulsory to join the army, whereas later the government made it compulsory to sign up. Source A2 (ii) delivers a blunt message towards men who didn’t want to participate in the war effort by going off to fight in the trenches. It blatantly displays a man being questioned by his children, and uses the children to appeal to the conscience of British men to make them feel cowardly and disloyal. The government used this type of psychological propaganda to influence people’s thoughts and minds and this created a large impact on their lives. This source is linked to A3 in terms of content, source A3 is a statement which puts psychological pressure on men from parents, peers and in fact, everyone. It states that the consequences would be more severe if they were to stay at home. It shows the effect of propaganda and its enormous impact on people’s lives. Source A4 is a photograph taken outside Southwark Town Hall, December 1915. It is linked to propaganda, and indeed, could be a form of propaganda in itself – as it is a photograph, it could also be set up, everyone seems happy, optimistic and enthusiastic, and this could create pressure on the men from a social aspect despite the fact that all the enthusiasm could only be superficial. The different hats in the photograph represent different social background – the flat hats represent working class and the bowling hats represent middle class, the photo shows definite unity between the classes, they are all merged together and creates an idea of confederacy within society itself. However this could again be superficiality. This section clearly shows that support for the war is very great; the section barely mentions opposition, which is demonstrated in source A6. This shows clearly that there is opposition to the war, although this opposition is a great minority. The source tells of one group of opposition, the â€Å"Women’s International League†. As time went on, this group increased in size. Most were upper class and middle class. They provided peaceful demonstrations by publishing pamphlets and leaflets, and held meetings to try to persuade other women to support them. This is secondary evidence, which has been compiled for a history textbook, so it has obviously been researched very thoroughly and is, therefore, going to be very reliable. Section A shows the initial impacts of the war and shows that the degree of impact was very great especially in the short term and shows that support for the war is very great, however it also tells us that as the war dragged on more and more people began to oppose the war. The section shows a great amount of psychological pressure that was put on the soldiers and the tightening of control over the country that the government had, and how its use of propaganda was able to win over and effectively indoctrinate the minds of the populace. Section B is very revealing, and it displays key and significant impacts towards Britain featuring propaganda, which influenced the way people felt towards the Germans. This section is very important in terms of the impact of the war on people, for example, food rationing and the great medical and technological exaltations. Source B1 (i) clearly shows that coal mining was very important, the government set up a railway committee, which controlled and organised all the country’s railways – coal was needed to run the trains and to effectively run the war, therefore, the government ensured that coal miners did not go out to fight the war and they were told that mining coal was as important as fighting. Source B1 (ii) blatantly demonstrates the effect the U-boat activity had on British citizens – the fact that there was an increase in U-boat activity meant that British supply ships were sunk very often, thus there were great food shortages, which led to food rationing. The people at home had to be fed and the soldiers fighting abroad had to be fed too, this left the government in a bit of a predicament. Food rationing began in 1917 so people had just about enough to eat, this food rationing was brought about by the government to allow them to control the amount of food eaten by the people at home so that if vessels containing food were sunk then it would not have a very great impact on British people at home. The government controlled the price of food such as bread and potatoes. Due to this food rationing, national health was generally not as good. B1 (iii) is clear and shows how the war led to great medical and technological advances. As doctors and surgeons had to treat thousands of injured men, they had to try out new ideas and techniques; penicillin was discovered by Alexander Fleming, which solved the problem of infection of deep wounds. Due to the war, technicians developed planes to fly faster, further and higher, and were also equipped with weaponry to fight. By the time the war was over, aircraft were the epitome of the times technology and hundreds of young men were able to fly planes. Chemicals were used greatly during the war for creating poison gas and high explosives; these techniques were then used in peacetime for medicine, photography and various other useful establishments. Corporations such as Marconi prospered after the war because of during the conflict they had to produce thousands of wirelesses for the forces and after the war there was great demand for the devices. The war led many medical and technological advances, which is quite ironic considering the nature of the conflict, and these advances were positive, i.e. cures for illnesses and new ways to store blood. A very great impact on peacetime Britain and a long-term impact in terms of medicine and most areas. The source is an extract from â€Å"Modern World History† textbook; therefore it is reliable, as it has been researched thoroughly, although it only shows positive aspects of the war. Source B2is an extract from â€Å"Modern World History†, a textbook that has been researched thoroughly and is reliable. The source clearly demonstrates the impact of propaganda and how it influenced the minds of the British people and portrayed a negative view of the Germans. Many people believed this government propaganda, and as a result Germans living in Britain faced discrimination. Impact was very great in business sectors and many shopkeepers refused to sell German products, the same ideas were present in cafes and restaurants, and the fact that The Royal Family changed their name from a German name to an English name shows how profound and great the impact of anti-German hysteria was. Nationalistic mobs attacked and ransacked shops owned by Germans in some of the major cities in Britain; only a few of the rioters were arrested and those that did were very lightly punished, this shows that the authorities turned a blind eye towards this extreme right wing nationalism. Germans living in Britain were taken away and put into camps until the war was over, for their safety, apparently. The second part of B2 is a photograph that clearly shows anti-German feelings. It shows a mass of people attacking a German shop and this photograph alone shows that the government’s propaganda has worked. Source B3 is secondary evidence written by Robert Roberts, he tells us about better conditions for children as a result of war. He states that by late 1916 children looked better fed, this could be ensued by the fact that there were numerous technological and medical advances during the war. However food shortages were very real and it seems quite hard to comprehend how slum children were becoming better nourished – this could be down to the rationing, giving them a chance to actually have more than they normally have. The source is questionable towards its reliability; the source is secondary, published in 1971. Source B4 (ii) is a political source and shows that the Labour Party benefited in 1916 when Lloyd George formed his war cabinet – they stressed at the same time that labour had no responsibility for the pre-war diplomacy that had led them to the war. Labour prospered because of the war. The same cannot be said for the Liberal Party – many principles of liberalism had to be abandoned such as free trade and voluntary military service. And the public image was damaged by the split between Lloyd George and his followers and the followers of Asquith, which resulted from Lloyd George’s appointment as Prime Minister. The source is secondary evidence derived from the book â€Å"A History Of Wales† 1993 – the source is retrospective, although may not be perfectly accurate and correct. Overall section B is very revealing as it shows the impact the war had on health and medicine – the discovery of penicillin was a significant aspect which solved many problems, the government’s increase in control, such as propaganda and food rationing which influenced the way British people thought and acted. There were many political changes, such as the appointment of Lloyd George as Prime Minister and there was many technological advances i.e. the advancement of aircraft. Section C is helpful because it shows the changing roles of women and work and reveals the impact of the war on women in the short term and long term. Source C1 shows the importance of women on the home front; prior to the war women had been campaigning to get the vote. When the war began, they stopped their protests. Women were needed to support the men and keep their spirits up – they handed out white feathers to the men to encourage them to go out and fight. As most men were in France, fighting in trenches, businesses found themselves short of a solid workforce, so the women took over the jobs, which had been left behind by the men. Some women took over their husband’s jobs, such as grave digging and blacksmiths, whilst others took over jobs directly linked to the war, such as ambulance driving and nursing – many even worked at the front, although far more went to work in banks, offices, and especially, factories where they produced munitions to aid the soldiers and ensure that the troops had a constant supply of weaponry and ammunition. In many cases, women did jobs that had never been done by a women before 1914, this increased women’s confidence and independence significantly. Source C2 is very important in terms of its contents, it states that women played a decisive role in the war effort, the women have been greatly affected by the war, as they are doing jobs which they had never done before the war started. People were also unsure of the future role of women after the war. The source is part of a speech made by Herbert Asquith in the House of Commons in 1917, when he was Prime Minister; in this speech he is clearly saying that women deserve the vote, whereas before the war he had been against women gaining the vote, a great reversal of opinion. Because the Prime Minister had changed his opinion, women received the vote in 1918; it was the war that was a crucial turning point for women to finally gain political equality. Source C3 shows social changes in the lives of women. The attitudes and behaviour of women changed significantly, this change was in towns and cities mostly. These changes were inflicted by an increase in confidence and independence; they began to go out to the theatre and they were affected by fashions. There was a great change from the fundamental lifestyle they’d previously been following. The source is from a report in the Daily Mail – primary evidence. It can be linked with source C8 that clearly shows that women faced many social and sexual changes as a result of World War One. There was a kind of revolution in the lifestyles of women, they began smoking in public and going to pubs with other female friends. They also began to buy their own drinks, which had been uncommon before the war. Source C8 is very reliable as it has been thoroughly researched and published by Louise Black – a very renowned historian. Source C4 is a selection of extracts from various history textbooks and, therefore, is likely to be quite reliable. David Evans tells us that women underwent many social changes and traditional areas of work for women changed. There were also changes in what was expected of women – whereas before the war it was often considered unbecoming for a woman to work, during the war it was considered unpatriotic for them not to. Sarah Davies states that the war was a key point in women gaining independence, which is a valid interpretation and women broke through the barriers, which had confined them to their homes. Dudley Woodget clearly points out that one of the most revolutionary changes of the war was the participation of women in the war effort – upper class women took part in the war effort and did their patriotic duty. These sources are all quite accurate and offer valid interpretations that are reliable. Source C5 is a poster issued by the government during the war, however no date is given. The source is clearly propaganda trying to encourage women to take part in the war effort, and make munitions. The woman is the central image on the poster and she is wearing a uniform, which indicates she is important, in the background there is a soldier waving approval, this shows that women would gain respect and it would entice them to take part. Source C7 is clear in its intentions that explain and perhaps even exaggerates the â€Å"revolution†. The war revolutionized the industrial position of women – they had to take part in the war effort. The source also shows that men’s attitudes towards women’s abilities changed dramatically, and people were made aware of the intelligence and abilities of women. Overall, section C is very informative and displays clearly how the attitudes of women and indeed, towards women changed. There were great changes socially and politically. The war gave women the opportunity to use their abilities and be noticed by society, and obtain equality as citizens. In Britain they obtained the vote in 1918 for women over 30, this was however still not equal with men, who were able to vote at 21. Section D provides a lot of information on the deeper, more profound effects of the war, such as women gaining the vote and the economic impacts of the war. Source D1 (ii) is primary evidence and is a report from the â€Å"Daily Sketch† (December 1917) it is a report about women over 30 gaining the vote, so, therefore, benefiting. This source shows that political and public opinion had changed dramatically. Hypothetically, before the war women would not have gained the vote. The majority, which proved â€Å"surprisingly big†, shows this immense change in opinion. Source D2 shows the long term, deeper, more profound impacts of the war; the death of nearly 750,000 British service men. Most of these deaths were young men aged between 18 and 25. These deaths were tragedies for their families. The long-term effects included children growing up without fathers and widows growing old without husbands. The men who died or were severely injured and left disabled could have grown up to become talented professionals e.g. doctors and mechanics. This generation of men is often referred to as the â€Å"lost generation†, which shows how deep the impact really was. Source D4 shows the economic impact, a general change in the outlook of the economy. Domestic servants were hard to come by – their number had halved during the war. D5 shows the psychological impact of the war on the next generation. It clearly tells of how the dead would never return and the entire nation, and indeed most of the world would have to live with that. It highlights the feelings of those left behind and how they were affected. The source is remembered by Vera Brittain, who worked as a VAD in France, the source is useful because it shows the feelings of those who stayed behind and lost people they knew. Source D7 is very useful. It shows, how in the latter stages of the war, people began to realise the actual amount of casualties and the horrifying conditions the soldiers faced. The disillusionment of patriotism and romantic hero-worship of the early years and given way to the reality. The source is from the Scottish Record Office and is a trustworthy and accurate description of the latter stages of the war. Source D8 shows how newspapers responded to the end of the war – patriotism is shown and the front page is composed entirely of pictures. Flags are present, showing nationalism. This is primary evidence – November 12, 1918. Overall section D is very useful as it shows the long-term effects and indeed, the psychological effects and lasting impact that the war had on those who lost people they knew and on the next generation. It is clear to see that the war had a great impact on the lives of the people at home. This impact was spread across several areas. Some of these effects were on women – they gained independence and were the closest they had ever been to political equality with men, as they gained the right to vote. The lives of the British people on the home front were affected greatly by the food rationing and the use of propaganda influenced the way the people acted and thought towards German people, Germans living in Britain became the victims of discrimination and their establishments (such as shops and houses) were ransacked. To say the least, the greatest impact of the war was the loss of thousands of men and this impact not only affected the people on the frontline and the home front but it would effect countless generations afterwards.

Ethics in Animal Research

In terms of ethics, the main issue in animal testing is simply that many experimental animals suffer in ways which are unnatural to them. Through the use of genetic manipulation, obese mice , diabetic mice, and mice with Huntington’s disease can be created. Surgical experiments can be performed on larger animals – such as pigs, sheep, and dogs, as â€Å"practice† for human surgery. Normally, such things would not happen to these animals. Any suffering they might experience during such experiments is entirely the making of the researcher – and often these animals are purpose-bred and would not even exist if it were not for the research. These animals have been bred by us, for our use, and suffer on our behalf. As humans—the dominant species on the planet—we can treat animals in any way we choose, and do with them what we please. The question is, is it moral, or ethical, to treat them in ways which cause suffering – even if it is to our benefit? To some opponents of animal experimentation there are no benefits which justify the use of animals; others believe that animal experimentation is acceptable providing that suffering to the animals is minimized. Still others oppose animal testing selectively on the basis of the purpose of the tests, believing that animal experimentation for the advancement of medical science is acceptable, but cosmetic testing is not, for example. Are Animal Tests Reliable? Opponents of animal experimentation point to the obvious differences between humans and other animals as proof that animal research is not reliable. However, while it’s true that humans respond differently to certain substances than do other animal species (arsenic is not toxic to sheep, for example, and chocolate is toxic to dogs), there are many more similarities than there are differences – and toxicology differences don’t negate the validity of genetic studies, for example. Another pressing issue is one which was first voiced in 1655 by Edmund O’Meara, a physiologist, who said, â€Å"the miserable torture of vivisection places the body in an unnatural state. If an experimental animal is in pain, or suffers in any way, during an experiment, might that not call into question the accuracy of any results gained in the research? And if this is the case, doesn’t this further question the ethics of animal research? After all, using animals in this way is even more abhorrent if the accuracy of the results is in any doubt at all. The ability to achieve reliable, reproducible results is a cornerstone of the scientific method, and it is crucial that animal testing is able achieve those results A Matter of Practicality The majority of the most important advances in medical history in the twentieth century were made using animals as test subjects. It is doubtful whether many of these would have been achieved if animals were not available for use by medical researchers. There are alternatives to animal research (these will be examined in the next article in this series), but in many cases they are simply not acceptable substitutes for a living, breathing organism. The Institute for Laboratory Animal Research of the U. S.  National Academy of Sciences agrees that even the most sophisticated computer modeling is currently unable to successfully model the molecular and cellular interactions that occur in even the least complex of live organisms, particularly in an environmental context. Medical science is in agreement, for the most part, that the use of animals in medical research is a practical necessity. Both the United States and the British governments , among many others, support the use of animals in research, provided that suffering of experimental animals is minimized.