Category: Communication

Life is all about communication. Positive feedback is when the intended reaction happens from transmitted message. A negative feedback is when the message spurs an opposite reaction from the intended one. Communication can be verbal. However, it can also be non-verbal. Nonverbal communication results from the body language like shaking the head, eyes contact, and hands motion. Nonverbal communication affects the media and film industry in an impeccable way. It causes people to go for makeover cosmetics so that they can impact changes. It has resulted in employment creation for the stylists and beauty therapists.

When people do not say a word, it is still assumed that they have communicated. It is because non-verbal communication goes on even when people do not say anything. For any relationship to become successful, communication must be an ongoing thing on a personal and professional level (Featherstone, 2010). People would rather concentrate on the non-verbal signals because it is the one thing that a person cannot hide from anyone (Featherstone, 2010).

Trade and business are one area that does not escape the value of communication. Consumerism is the increasing consumption of goods and services. It is healthy for the economy. Many organizations have developed the art of conversation around this theory. Manufacturers have discovered the best way to promote their products (Featherstone, 2010). They have to include the nonverbal aspect of their advertisements. The media and film industry has become crucial for the people seeking to showcase their talents.

The realization that nonverbal communication has power has affected the advertising industry (Featherstone, 2010). Many of the advertising agencies and marketers would use images that attract the buyers. Products that men love using would have beautiful images of women. As a result, a majority of the products sell quickly because of the image they portray.

Consumerism has caused many people in the media industries to start programs that help shape the thinking of citizens. The reality shows have taken up a greater percentage of the programs on the main Televisions. They concentrate and emphasize the importance of keeping a particular figure or image and face. It has led to competitions among participants on keeping themselves beautiful based on the traditionally accepted meaning of beauty (Featherstone, 2010).

The society has come to accept that tall, super thin and those under the age of 25 years are the most beautiful among other women. The blacks, the South Americans, Africans and Asian models are now included in the list of beautiful models (Featherstone, 2010). Due to this, the Botox treatment became famous among the celebrities. Many of those in the film and media industries have had to use it. One had to get injections every six months.

However, one would not have all his or her expressions displayed because the treatment had its down syndromes. It slowed down the affected thresholds and developed new inappropriate lines in unexpected places. In as much as it helped to eliminate the stigmatization of aging and wrinkles, it also made one to develop fake nonverbal expressions. Women started using the silicone implants to enlarge their breasts and hence enhance their self-image of beauty (Featherstone, 2010).

Many ladies have gone as far as signing up for the face uplift through plastic surgeries to help improve their image (Featherstone, 2010). There is so much concentration on the body because psychologists and beauty therapists believe that once the body looks good, the person feels good and becomes motivated. What one can see and touch becomes the motivating factor for ones image.

It is interesting how nonverbal communication can shape the cultural ideals. If people believe that facial and body enhancements can improve ones image and make one a star, then it becomes a source of inspiration (Featherstone, 2010). What is terrifying is that the whole process of makeover may go wrong and cause someone to regret. Nonverbal communication can be so interesting that one can communicate an idea and without saying anything. It only gets frustrating when one gets the wrong message or translates the message in a different way than was intended.

Face to face interaction makes one to get an instant answer. One can also monitor the non-verbal signals and react to it with immediate effect. Computer-mediated interaction does not give one the pleasure to know what the respondent is thinking (Burgoon, Guerrero & Floyd, 2010). It also keeps the two parties separated and therefore not able to control the words depending on the emotions. There is a historical record for the computer generated interaction but not for the face to face communication.

The computer also uses the recorded information. Computers do not have feelings. They do not show any signs of anger, remorse or happiness while face to face communication shows emotion (Burgoon, Guerrero & Floyd, 2010). One of the similarities is that communication is ongoing. The informant has to encode the message in the way that one can understand it and the receiver has to decode it to give a response. Face to face communication is better than computer-mediated interaction.

Nonverbal communication is an excellent resource for relationships. One can use the signals to understand the other party. One also learns to understand what one means when they have a particular posture, head movements, the eyes, and facial expressions (Burgoon, Guerrero & Floyd, 2010). One can easily know when the other person is angry, happy, and uncomfortable.

The haptics and vocalics may provide the best way to understand a persons feelings and be able to control communication. One knows how to keep the personal space, social space, and intimate space in check. Verbal communications give direct answers that may not necessarily be true. The nonverbal communication is, therefore, essential to any discussion. It gives meaning to words (Burgoon, Guerrero & Floyd, 2010). It can support the verbal communication or supplement it. It can also replace the verbal communication. Another importance is that it can act as the best way to interact with people since it does not give false information.

Culture is the way of life of a given people or community. It is the customs and beliefs that people adopt and incorporate in their livelihood. In some cultures, a node signifies that he or she agrees to the conversation (Burgoon, Guerrero & Floyd, 2010). But in other areas it is a form of greetings. In America, when one shows thumbs up, it means one is asking for a parking space or merely congratulating one for achievements (Featherstone, 2010). The same kind of nonverbal expressions may mean entirely different and or give the opposite meaning in a different community (Burgoon, Guerrero & Floyd, 2010).

It has become the way of life since it affects almost every industry. The television programs and magazines have developed because of the remodeling of the programs and articles in the magazines. It has also showcased how people have risen from poverty to riches because of the extreme makeovers. Nonverbal communication makes people express their views in a unique way. When any medium is available to pass information like the computers, it does not relay the message with the nonverbal aspect. The body language becomes crucial in conveying the most valuable information.

References

Burgoon, J., Guerrero, L., & Floyd, K. (2010). Nonverbal communication. Boston: Allyn & Bacon.

Featherstone, M. (2010). Body, image and affect in consumer culture. Body & Society, 16(1), 193-221. Web.

Introduction

In order to build the capacity of a person who is literally unaware or uninformed on a certain issues or lacking in a certain skill, it is important to make that individual undergo some sort of training. Through immense training, such individual will be able to learn the basics and all the other required components in order to have qualified standing. The duration taken by different persons varies from one individual to another depending on their ability to grasp new things.

Necessary Learning Materials

As a trainer, one is supposed to be armed with the relevant training tools and materials, which may include:

Lecture Notes

Lecture materials are those materials that lectures usually gives out to their students in order to enable them find it easy to learn and understand what they have been taught. Similarly, lecture materials act as guidelines to students who require support to understand something with ease. As a trainer, one is equally supposed to be armed with such materials in order to facilitate easy training.

Handouts

Handouts, on the other hand, comprise of reading materials, synthesized by the teacher or trainer, mostly given out by tutors to students to assist them in the course of their reading and revision. A trainer is equally assumed to have handouts for his students in order to make their reading more simple and understandable.

Assessment tools

This refers to a mode of testing students capability and how well they understand what they have been taught. Assessment may entail written down tests or just simple dictation tests. The scores or performance of an individual in this particular test reflects how much one has been comprehending.

Apart from the normal training materials that trainers quite often offer to their students, there are several other outside resources that trainees can use to supplement the training. Some of these outside resources may easily be found from the internet, where a variety of them is available. Similarly, other outside resources may be found through research. In this case, one is likely to come up with a very effective resource that has never been utilized before.

Constraints

In the course of training, it is very hard for a training process to be completed without several constraints. The most common limitation often realized is time consciousness of the trainees. Most of trainees do not have a sense of time; and they assume training time is relaxing time when they can operate on their own standard time. This constraint hinders the progress of the training, as on several occasions, half of the trainees could be late. Another major constraint often experienced is lack of enough financial resources.

Before the training, there was supposed to be a sum of money that was supposed to be set aside to help facilitate the training. The unfortunate thing is that the money was not received and hence we experienced many problems in the undertakings that required instant money.

Finally, I experienced still another major constraint in the course of the training. Instead of taking the scheduled time, I realized that the time spent was far beyond the targeted one. The main cause of this time wastage, apart from trainee lack of time consciousness, was the understanding capability of the trainees.

I realized that most of them were highly affected by their vernaculars and therefore it became hard to train them to communicate effectively. Similarly, most of these trainees took more time than planned to understand the context of what was being trained and as a result, more time was used on repetition work.

Evaluation Tool

After the training, the trainees will wish to know whether they have truly understood and they enjoy giving feedback on whether the way they are being trained is effective. Therefore, it is necessary for a trainer to develop a valid evaluation tool, which will be equipping him with the required valuation on the progress of the training.

The most important aspect of any kind of evaluation is the effect it has on the individual being evaluated. As evaluation is paramount to a persons confidence, so is the reply, in order to acknowledge people on their progress. In coming up with a valid evaluation tool, it is always important to understand that people tend to rebel against or to react negatively towards form of negative feedback.

This means that one should always look for the positive element even in the negative in order to encourage persons who may be disillusioned by negative feedbacks. However, this is no excuse for not providing relevant feedback that would help the individual grow.

The evaluation tool should equally never criticize without adding some value or positives in it. It should also be remembered that an evaluation tool is most vital for the learner and not necessarily the trainer. The learner will ultimately require this tool in order to be able to analyze his /her understanding or responsiveness to what he is being trained or taught.

Teachers notes

Training a person to effectively communicate is not a simple task as it may appear. It is actually harder to train an old person than it is to train a young one. However, the greatest goal of any trainer is to see that all trainees who finish the course are efficiently effective when communicating.

By the end of the training, a trainee should be able to use all the different methods of communication, which include verbal and written communication. Though not often experienced, sometimes some trainees usually fail to meet the required standards and hence are forced to redo what they had earlier done. Teachers notes on training in effective communication should necessarily spell out

Training objectives

1. To enable trainees be able to communicate effectively
2. To equip learners with knowledge and skills in different ways of communication
3. To help trainees appraise barriers to communications
4. To enable trainees develop broad communication strategies for their organization
5. To provide a forum for employees to practice different communication methods

Training methods

Given effective communication requires both knowledge and skills, this training has to use a teacher-learner centered approach. The methods applied should encourage deep interaction between students and teachers. There are several methods that can be used to instruct trainees in effective communication (Hart, 75).

Such methods may include lecture, demonstrations, role playing and group discussions. To equip the trainees with knowledge and skills, the training technique would be class-based and there has to be an element of practice. To internalize what they have learnt, the trainees have to participate and practice recently learned skills and apply them. Practice and making mistakes is the only ways to long term learning i.e. what is learnt by way of practice is not easily forgotten or discarded.

Instructional Goal

After finishing every training lesson, trainees should fully be able to make use of the learning objectives of that particular lesson and consequently be in a position to put to use what they learned in the classes.

The overall goal in an effective communication class is to help students appreciate the importance of effective communication. Additionally, such a class aims at equipping students with effective communication skills in terms of tools and knowledge.

Performance Objectives

After getting to familiarize themselves with new communication skills, particular classes will indicate the certain skills and new techniques for the trainees will be able to use and apply what they have what they learned without any communication mistake

Rationale

Trainees are supposed to learn effective communication skills in order to make better the value of communication. Effective communication makes information remittance simpler and assist intake of the information in a more succinct and comprehensible means.

Lesson Content

Lessons differ depending on the particular communication skills that required. Therefore, lesson content on communication has to be tailored to student needs. for that motive precise lesson substance is rigid to list and explain. The rate, at which a person gets to understand or effectively learn what he is taught, partly depends on the willingness of that particular person and the preparedness of the trainer.

From the mindset possessed by that particular individual, one can be able to be accessed on the length of time he is to take in order to perfect in what he is being trained. The very first requirement is the willingness of the person to learn. Learning should be understood starts from the mind of the trainee. With this perspective in mind, a person should clearly be ready mentally before recruiting for a training session.

He should gauge his mental capability and the extent through which he is prepared to be trained. Similarly, a trainer could be the other factor that facilitates the understanding of a person. A well knowledgeable trainer will impart the same knowledge to his trainee. On the other hand, a trainer who is not competent in his undertakings will personally find it hard to train his student and correspondingly will impart knowledge of low impact to his trainee.

Participant Manual

On this particular requirement, the most important thing a participant may wish to witness or experience is the pictorial representation of information or message that has been taught. Similarly, it may equally become important to follow the chapters or parts of the training that has been captured by the power point presentation. Such presentation makes the training enjoyable, and mostly when the power point is accompanied by sound.

Note Paper

The most important content on a notepaper are the summarized notes that might have been scribbled in the course of training. Such notes are important as they are simple and precise hence do not take one much time going through them. Note paper can equally assist the participant to radically improve or correct a section of the training, which for one reason or another one could not be able understand clearly or comprehend well.

Activities/exercise

In preparing a participant manual for anything he may needs, activities form the part that could have taken place in the course of the training. There are quite a number of activities that usually take place as part of the training.

In a training on effective communication skills, for example, there could be a demonstration, role play, discussions in groups; all aimed at making clear and helping trainees internalize what was taught. Similarly, exercise help an individual comprehend better than in usual training, because exercise will supplement demonstration with talking, therefore making the whole exercise lively and enjoyable.

Extra Resources

Extra resources entail those other facilities that might have been used in the training apart from the learning materials. This are resources other than learning materials that may be necessary to train individuals in effective communication. Such resources may include Computers, Internet connectivity, Stationery, Facilities i.e. training room or hall and extra reading materials.

Extra reading materials could have originated from the trainer or just any other trainee. Such materials are very useful as they help a participant to be at par with the rest. All these extra resources are necessary for a participant to fully appreciate what he or she is learning in a conducive environment.

A learning environment makes a big difference in the process of learning. For a training to be effective, the learning environment has to be properly choreographed. The extra resources are critical in ensuring a proper learning environment is established. For instance, the facilities will determine whether students are able to sit comfortable and learn or not. Moreover, to demonstrate or illustrate some points, it becomes imperative that the trainer uses certain extra resources.

For instance, a computer as a learning tool comes in handy when learning effective communication. To illustrate gains in communication anchored on technology, the trainer may need internet connectivity as a resource. All this resources make a difference in terms of whether students understand what they learn or not.

As stated in the previous section, the main aim of this paper is to investigate how celebrities may impact people via such means of mediated communication as their Instagram profiles. The given social media platform has been chosen because of its great topicality. In this regard, the current part of the work is devoted to a discussion of the main findings related to the presentation of Black Star Burger, a new brand created by Timur Yunusov. This presentation was popularised by means of Instagram and other Internet resources only. To collect credible evidence, profiles of active Instagram users from Russia who have already visited the given fast food restaurant were investigated and analysed. In order to determine the impact that this sort of promotion has on people, negative, positive, neutral and advertising answers were collected to find the trends and create a background for further discussion. The findings from this research will be analysed in terms of the theories provided in the literature review to prove or refute our thesis statement.

The sample size for this study comprises 63 comparatively popular Instagram profiles in which different points of view and attitudes to Black Star Burger were expressed.

As shown in Figure 1, the difference in the number of positive and negative comments is not significant. Indeed, 27% of Instagram profiles feature positive feedback (17 users), while 25% (16 users) feature negative feedback. Moreover, the greatest number (29%, or 18 users) belongs to posts which include both positive and negative feedback about the Black Star Burger event. Finally, 19% (12 users) also made some appeals in their messages recommending other people to visit Black Star Burger. The given data presents an important trend. First of all, the nearly equal distribution of negative and positive comments (with prevailing positive ones) demonstrates peoples engagement in the restaurants event and their desire to participate in the popular social trend. Moreover, when analysing these Instagram profiles, it is crucial to take into account the number of likes that every post receives. Of all of the posts about this event, the greatest number of likes (1,243) pertains to a positive comment about the event, including information about the quality of the food and the users overall impression. At the same time, the most popular negative comment has only 884 likes. In general, the following tendency remains constant across the Instagram posts: the average number of likes among positive comments is much bigger that of the negative ones. Considering the fact that likes are used as a means of approving a certain comment and adding a personal attitude to a post, the relatively greater number of likes for positive messages demonstrates that they are more popular. At the same time, however, the given tendency could be explained by the overall popularity of certain Instagram profiles, as having more followers tends to entail an increased number of comments and an increased popularity of posts in general. However, even this assumption just proves our main thesis about the impact that popularity might have on public opinion, as more trending profiles introduce new trends and have an impact on Instagram users with fewer followers. Moreover, when looking through these profiles, it is clear that 12 of these Instagram users have used their posts to promote Black Star Burger and invite other people to visit it. This tendency is extremely important as it demonstrates how Internet advertising works and could be used as credible evidence that points to the increased efficacy of social media as a tool of popularisation.

Therefore, upon analysing these research findings, it could be assumed that the campaign initiated by Timur Yunusov attracted public attention and resulted in the appearance of different posts, both positive and negative ones, on various social media networks. In this way, the decision to shift priorities towards the use of a new form of advertising, one that is based on the Internet only, contributed to positive outcomes and an initiation of discussion around Black Star Burger on Instagram. Users who managed to visit this fast food restaurant were able to share their feelings about it and in this way contributed to the preservation of a high level of interest in the event. Furthermore, it could also be assumed that the great popularity of Yunusov, who is recognized as a famous artist, as well as Instagram profiles with positive comments about the event, resulted in its increased appeal among potential customers. At the same time, the fact that the difference between positive and negative comments is not significant does not matter greatly. Negative responses might also trigger vigorous debates around the given issue and thus help preserve the high level of interest.

To understand the main tendencies that are unique to Instagram users and the most important factors shaping public opinion and attitudes, the given research findings might also be analysed in terms of the main theories presented in the literature review. For instance, assuming that celebrities and their popularity are powerful tools of influence on public opinion, these tools could have the unique impact of persuasion. The data collected for this research study shows that Black Star Burger has managed to impact public opinion and persuade some people to visit the restaurant at least once. This is a very important factor that points to the unique role that social media plays in many peoples lives. Timur Yunusov does not manipulate social opinion; however, he uses his own popularity as a means of attracting attention to the event and guaranteeing a large number of visitors. The effectiveness of this strategy could be considered a good example of persuasion theory applied to real-life conditions and used to achieve a certain purpose. As stated previously, the main objective of persuasion is to motivate a group of people to take a specific action by using different persuasive messages (Perloff 2010). Regarding the given case, it could be said that the main objective was to make people visit Black Star Burger and popularise it. To this end, both verbal and nonverbal messages were used, though Instagram was the main tool employed to deliver these messages to people and make the idea of visiting the fast food restaurant more attractive. The majority of these persuasive messages are emotional in nature, as they appeal to the popularity of the event and to the feeling of belonging to a privileged class of people who are able to visit the restaurant and enjoy unique burgers. In his messages to Instagram users, Yunusov appeals to his own popularity and the fashionable character of his would-be brand. Instagram helps him deliver these messages to the most active users who also want to be the part of the discussion and enjoy the benefits of being popular. In this regard, by using persuasive messages, Yunusov has managed to motivate people to visit the restaurants event and contribute to its popularisation.

Continuing the discussion of the main findings obtained in the course of this investigation, it is notable that the given campaign was not too obtrusive. Upon analysing the texts of the posts, both positive and negative ones, it is evident that the majority of them express peoples voluntary desire to visit the restaurant and examine the food, service, quality and more. Moreover, they are not pressed to make only positive conclusions about Black Star Burger. There is a certain freedom of choice which fits the concept of libertarian paternalism (Turner 2014). Instagram users are free to choose whether to join the new fashionable trend created by Yunusov, or not. It is obviously one of the forms of persuasion which rests on the idea that people still might go their own way and are not obliged to visit Black Star Burger; otherwise, any kind of obligatory action might trigger a wave of negative feelings and rejection. Therefore, considering the character of the analysed posts, people express satisfaction with their decision to go to Black Star Burger even when the quality or some other aspect of the restaurant has not met their expectations.

Nevertheless, when speaking about freedom of choice and the mild impact of the above-mentioned campaign, it is also crucial to mention the theory of nudge, which also revolves around soft persuasion and the usage of persuasive messages that make people act in a certain way in a nonintrusive manner (Simons & Jones 2011). The fact is that this nudge-based approach is very often used by celebrities who want to promote a certain brand, good or event. Perfectly realising that people might resist a direct appeal to buy something, these celebrities use hidden inclinations accomplish a certain task. The same idea relates to the case of Black Star Burger. In their posts, people do not show any dissatisfaction with annoying advertising; instead, they admit the fact that the event is popular, and they emphasise their own desire to visit it.

Furthermore, when discussing the impact of Timur Yunusovs campaign on Instagram users and their attitude to the event, the Elaboration Likelihood Model (ELM) should be mentioned. This model is used to predict peoples behaviour and the ways in which they will respond to certain stressors or persuasive measures (Thaler & Sunstein 2008). Under this model, celebrities use the most popular and influential patterns to guarantee that their actions will result in the increased popularity of a certain event. The same theory and actions are relevant to Black Star Burger. By understanding the unique features of the target audience, Yunusov creates an approach that makes people follow the outlined model and participate in the given discourse. Moreover, they are encouraged to write feedback, which will also have a great positive effect on the popularisation of the brand and its growth of influence.

Finally, all of the above-mentioned facts could be considered in terms of the principle of social proof, which states that people can be easily influenced by social media and celebrities because of their belonging to a community which introduces its own respected brands and trends to be followed (OMahony & Meenaghan 1997). For instance, when a certain mode of life is accepted and celebrated, another one will most likely be condemned. The same situation occurs with celebrities and the impact they have on society. The fact is that they represent some archetypes that are shared among members of modern society and, for this reason, their actions are followed and appreciated. In terms of Black Star Burger, it could be said that the restaurant appeals to some socially accepted behaviours, as it is introduced as a local alternative to McDonalds and other franchises of this sort (Black Star Burger 2016). Moreover, Yunusov obviously appeals to some patriotic feelings that are appreciated by members of this society and expects that people will visit the restaurant out of a sense of belonging to this nation.

Altogether, the analysis of the event devoted to the opening of Black Star Burger points to the ways in which social opinion is impacted by celebrities. The first thing that should be mentioned in this context is the great popularity of this fast food restaurant. This popularity is evidence of the unique effectiveness of a new type of advertising which includes the usage of the Internet and social media platforms like Instagram as the main tools of popularising events and attracting peoples attention to them. Furthermore, by examining several Instagram profiles, it was possible to collect users attitudes and reactions to Black Star Burger and peoples responses to those attitudes. As shown in Figure 1, the distribution of positive and negative responses is almost equal, with 17 individuals being satisfied with the menu and the event itself and 16 being unsatisfied. Moreover, despite the existence of negative comments, the unique power of Instagram becomes obvious; when used by a celebrity who wants to attract attention to a certain event by means of persuasive messages and other tools, great positive outcomes might be expected. They are preconditioned by the significant role that celebrities play in our society and peoples unconscious desire to follow their actions and become part of a fashionable brand (Fraser & Brown 2002).

Reference List

Black Star Burger: the first Russian national burger 2016, Web.

Fraser, BP & Brown, WJ 2002, Media, celebrities, and social influence: Identification with Elvis Presley, Mass Communication & Society, vol. 5, no. 2, pp.183-206.

OMahony, S & Meenaghan, T 1997, The impact of celebrity endorsements on consumers, Irish Marketing Review, vol. 10, no. 2, pp.15-24.

Perloff, RM 2010,The dynamics of persuasion: communication and attitudes in the twenty-first century, Routledge, Abingdon.

Simons, HW & Jones, JG 2011, Persuasion in society, Routledge, Abingdon.

Thaler, RH & Sunstein, CR 2008, Nudge: Improving decisions about health, wealth and happiness, Penguin, London.

Turner, G 2014, Understanding celebrity. Sage, London.

Introduction

The fictional case study involves legal issues that revolve around media reports of legal cases. Journalists are always in danger of tarnishing their institutions or themselves by their reports. They must exercise due care and responsibility when carrying out these roles to avoid those challenges.

Obscenity and violence

In the case under analysis, the reporter for Channel X is at the scene of the crime immediately after it takes place. She revealed the bloodied body of the victim via Skype to the TV audience. This issue by itself is a matter that affects the ethical stance of the TV station. Journalists dealing with criminal cases will often be confronted with violence. Sometimes, this may come in the form of words uttered by persons in the case or the form of photographs and images of the scenario if they are reporting about it in court. However, when they are confronted by the actual images in person then the ethical decisions often become more pressing.

It is difficult to decide whether or not to publish/ display disturbing images of violence. Some may think of it as spectacular since it has the potential to boost ratings for the concerned station. On the flip side though, a journalist may be afraid of filtering some vital aspects of the story by ignoring the violent aspects. In this fictional case study, the reporter did not hesitate to transmit violent images of the dead victim.

However, she may have offended many viewers with those violent images. She should have realized that Channel X is a commercial station that sells information to the public so when certain images are too graphic or disturbing then one should be tactful in reporting them. In illustrating this body, the reporter was in a way glorifying the violence that had taken place in the case. Ethical journalists should not have to result to the most horrific images to sell a story. They can achieve the same result by looking for other aspects. In this regard, the concerned reporter erred by showing the bloody image of the victim in the murder case. She could get in trouble with her superiors about this and may put her career in jeopardy. (Court reporting in Australia, n.d.)

Defamation

The second issue that comes up in this fictional case study is defamation. In the process of posting the story on their website, Daily Trumpets junior sub-editor mixed-up photos of the accused Mike Mobster with a state governments Minister Mike Munster. They were confronted about this by the Minister but they refused to write an apology and only withdrew the photo. Before one can decide whether Mike Munsters name was deformed, it is essential to look at some of the key principles surrounding defamation.

In journalism, reporters need to be extremely cautious about what they report about public officials. Any person who has been elected or appointed to serve the public is considered a public official. In the fictional case, Mike Munster is a public official. Since Mr. Munster, just like any other public official, plays a crucial role in deciding public policy issues then the public needs to know whether he should be in power.

The public and Munster have a fiduciary relationship i.e. one that is founded on trust (Public and private, n.d.). If the public official appears to be untrustworthy then this individual could be a casualty in politics. His credibility could be undermined and he may not be re-elected back into public office. The Daily Trumpet placed the images of a public official alongside a criminal headline and name. It is clear that the photograph was unsuitably placed and that the Minister had not committed the murder; the story mentioned another individual.

Readers who take the time to read the entire story will realize that there is no match between the name and photograph of the public official so that would not be a problem. However, those who may not have time to go through the story in its entirety may be tempted to pass wrong judgment over them (Truth and objectivity, n.d.).

Furthermore, a journalist always must get the right names in a case otherwise defamation could occur. Many newspapers have lost a lot of money because of inserting the wrong captions and photographs in their publications. Reporters need to take their time to get it right because not only will their organizations lose a lot of money but their reputations as trustworthy news sources could be tarnished. Therefore, in this fictional case study, the Daily Trumpet made a very serious mistake of mixing up a public officials photo with the wrong story (Defamation law in Australia, n.d.). In a certain case, a newspaper was reporting on a sex offender who coincidentally had the same first and last name as a teacher in the same neighborhood as the accused. The teacher wanted to sue the publication because many of his acquaintances were confusing him with the criminal.

Eventually, he found that the newspaper had inserted the street name of the accused and the middle name in the report. This is differentiated from the accused pedophile in the story. He, therefore, had no grounds to take libel action based on defamation. If Daily Trumpet wanted to protect themselves from defamation then they should have properly edited their material to ensure that everything was correct. By placing the wrong photo, they defamed the Ministers names. What is even worse is that they acknowledged the wrong by removing the photo but refused to make an apology.

This incident is a case of negligent publication. Common law states that a defendants intention in a defamation case is not relevant. What matters is whether the issue occurred accidentally or not. In this regard, it is imperative to ask whether there was innocent dissemination that took place in the scene after the Daily Trumpet exercised reasonable care. Minister Mike Munster can decide to take legal action for defamation and may expect strict liability from the Daily Trumpet. In response to this, the Daily Trumpet may opt to neutralize this accusation by claiming that it was a case of negligence since reasonable care had been exercised.

In common law, cases of defamation are governed by the Defamation Act of 2005, Defamation Act 2006, and Civil wrongs Act 2002. The Defamation Act 2005 Section 32 subsection 139C talks about innocent dissemination which could be a possible line of defense for the publication house. Daily Trumpet cannot state that they were not aware that the defamatory material was there, to begin with since this was done by an inexperienced employee. They would not get very far with this defense since innocent dissemination only applies to people who cannot exercise editorial control over what they publish.

This newspaper could control what they had published. In the case of law, Thompsons case (1996) illustrates just how difficult it is to claim innocent dissemination. The accused was a television station that had placed defamatory material about a stepfather to a certain lady. They had aired the Today Show live from Channel Nine and claimed that they were simply disseminating the information. It was found that this defense was inapplicable because they had not taken the time to check the material before transmission so they lost the case. Daily Trumpet can lose that case if they try the same as well.

Out-of-court settlements are usually the best approach for dealing with defamation. The Minister demanded an apology from the Daily Trumpet and they rejected it. The two parties may make an out-of-court settlement that could involve either tangible or intangible solutions. In such circumstances, the Daily Trumpet, through their legal representatives, may choose to compensate the Minister for the defamation monetarily. This has the advantage of sparing them a lot of costs associated with court procedures and bad publicity. On the other hand, the Ministers lawyers could simply agree with the publication to correct that mistake.

They can choose to publish an apology about it and end the matter there. If the Daily Trumpet proves to be stubborn then they could choose several court remedies. Since this case deals with noneconomic losses then the Defamation Act 2005 section 35 sub subsection 139F places a cap of $250,000 on such kinds of remedies. The Minister can assert that he was subjected to shock, embarrassment, and hurt feelings from the publication of the photo (Defending defamation, n.d.). The Judge often decides on the figures based on the harm experienced by the plaintiff. It should be noted that certain circumstances can substantially reduce the kinds of damages that can be awarded.

If an apology had been given by the plaintiff concerning the defamatory matter then this can reduce damages payable. Since Daily Trumpet refused to make an apology then they are putting themselves in a very risky position since they will be liable to pay much more. Also, if the defendant has corrected the matter then this could work in their favor. The Daily Trumpet had corrected the defamation by eliminating the photographs so their damages could be lessened. Also, they must examine whether the Minister had ever tried to sue any person about the same matter of defamation. If he had done that, then the amount awarded to him as compensation may be much less.

Contempt of court

Contempt of court normally arises in scenarios where the legal process has been tampered with. Alternatively, it may come into force during suppression orders. Sometimes when the wrong person has been identified then this could also come in the way of establishing the right legal process and is also contempt. When the concerned parties are interfering with witnesses then that is contempt. Disobeying court orders is also seen as an issue that leads to contempt (Contempt of court, n.d.).

There are two particular instances of contempt of court in this fictional case study; sub judice contempt by Daily Trumpet and violation of the suppression order by a Daily Trumpet reporter.

Sub judice contempt refers to the interference of court matters by journalists before judgment by the court. The major aim is to ensure that the accused goes through a fair trial without interference from the media who may prejudge the concerned individual. Things said or written by the media that can alter the decisions made in the court are considered as sub judice contempt. The right to a fair trial is more important than free speech in such circumstances.

Usually, journalists are allowed to report as much as they can about a case before the arrest of a specific individual. Once that has been done then the court process has commenced, there should be no interference by journalists. In other words, they should not publish any information that they think will affect the innocence or guilt of the individual. In the case of the Daily Trumpet, they reported on the comments made by one of the jurors concerning the matter that was going on in court.

The judge had not yet made his sentence and so he could be influenced by this publication. Therefore, it can be said that by focusing on this story, the Daily Trumpet appears to have engaged in sub judice contempt. However, before one can make the full conclusion on whether this took place, it is critical to understand all the facts around the case so that one can be certain about this wrongdoing.

The time that sub judice contempt takes effect is crucial. Usually, this starts when an arrest has been made. As established in the fictional case study, the accused had already been arrested so these restrictions had already come into place. In the case of Attorney General NSW v TCN Channel nine (1990) 20 NSWLR 38, contempt rules come into effect after an arrest as this is when criminal proceedings commence. The end of the sub judice periods usually occurs when the judicial process has been terminated.

That is usually after an appeal has been made (Australian legal system, n.d.). Practically though, most reporters often feel free to keep reporting after the jurors process has ended as judges may not be influenced by things they read in public media. However, this may sometimes be debatable depending on risk which will be discussed subsequently. Theoretically speaking, the publication of the Daily Trumpet report on the juror, therefore, fell within the sub judice period. But because the jurys verdict had been made, it is difficult to affirm whether this period was practical (Contempt of court, n.d.).

The content of the material being published is another important issue that affects the sub judicial nature of a journalists report. What matters most here is whether the effect of the report was prejudicial. In other words, the legal system needs to be neutral and decisions should be made solely on the information presented in the court of law and not on any other material that comes from outside the court. The goal here is to protect witnesses and jurors (and sometimes judges) from forming an opinion about the innocence or guilt of a certain individual. It should be noted that judges and magistrates are trained not to consider public opinion and to focus on the facts of the case. However, exceptions do arise as is the case in this particular case study.

The report made by Daily Trumpet concerning the juror who prejudged Mike Mobster could substantially influence the sentence made by the judge because he or she could question the integrity of the process used by the jurors in coming to their conclusion. In the case of Packer v peacock (1912) 13 CLR, it was decided that journalists were only supposed to limit themselves to the facts stated by eyewitnesses. In other words, they should not report anything that will be disputed in court.

Therefore, since Daily Trumpet wrote about the juror who felt that Mike Mobster was a criminal that deserved to be put away in jail for life then the kind of content that they published could be debated. This was the opinion of the juror and it was in no way a fact. The concerned judge may get wind of this information and therefore be influenced by it. The Daily Trumpet should have been cautious when it came to the latter matter.

Since it has already been shown that the content of the report made by Daily Trumpet was theoretically sub judicial but the time under consideration is disputable since the report was written after the jurors decision then the third acid test is the substantial risk factor. If it can be proved that the Daily Trumpet wanted to influence the concerned judge then they can be convicted for carrying this out. There are several factors that one needs to look into before one can decide whether this took place.

The first is the controversy revolving around the issue that was reported. The matter reported by Daily Trumpet was highly controversial because they are questioning the decision-making process utilized by jurors. They are claiming that the whole justice process would be biased if the judge goes by what the jurors decided on. The second issue that needs to be considered is the effect the report will have on passing a guilty plea. Mike Mobster had confessed to the crime so this fact may not count. Third, the degree of exposure of the publication is also another important matter. It is not clear whether Daily Trumpet is read by many but if it is then the chances of sub judice are higher.

Lastly, the existence of defense should be considered. Daily Trumpet can defend themselves by asserting that theirs was a case of the fair report because they were trying to question court operations so that the public could be exposed to fair trials. Anything that involves identifying and revealing the jurys deliberations is considered a case of contempt of court so Daily Trumpet can be convicted.

The second instance of contempt of court was about suppression orders. In the case study under consideration, the concerned judge made a suppression order about the further discussion of the confession advice. However, the Daily Trumpet employee had already reported about the confession one hour before the order on Twitter. If the reporter did not withdraw these remarks on Twitter, then he could be violating the suppression orders as decided by the judge. Twitter is a forum for discussing issues so it is likely that they will be directly violating the suppression order by keeping the posts there. The reporter should do whatever he can to remove it.

Conclusion

The fictional case involved a series of ethical and legal issues. It touched on the matter of violence and obscenity and the reporter should have known better than to show such an image. Secondly, defamation occurred when Daily Trumpet posted wrong photos of the accused and they could be sued by the affected Minister. Third, the case involved contempt of court in terms of sub judice and also in terms of suppression of court orders and Daily Trumpet could be convicted for both.

References

Deakin University (2011a). Defending defamation. The journalists guide to media law.

Deakin University. (2011b). Public and private. Doing ethics in journalism.

Deakin University (2011c).Defamation law in Australia. Statutory defence of qualified privilege.

Deakin University (2011d). Writing the newspaper story. Court reporting in Australia.

Deakin University (2011e). Contempt of court. Blackboard learning system.

Deakin University (2011f). Australian legal system. Blackboard learning system.

Deakin University (2011g). Truth and objectivity. Telling the truth.

Written and oral communications in the classroom

Written communication is a form of interaction done by the use of pen and paper or via, typing while oral communication is a kind of interaction affected by talking. Written communication is used in the classroom during written or typed assignments.

On the contrary, oral communication is used in teacher-students discussions or student-student discussions. There is certain information in a class that may not be effectively understood when communicated orally, especially when it involves calculations. For a better understanding of knowledge, communication must be in written form for effective internalization. In another example, oral communication can be affected when a student or teacher reads books to pass information to students.

Six communicative competencies

There exist different types of communicative competence i.e. technology competence, professional competence, critical thinking and problem solving, leadership, communication, and teamwork. Communication entails passing information from one unit to another. It can either be written form or by word of mouth. Technological competence is ones fitness of being able to comfortably interact with technology.

It can also be understood as a critical thinking skill that one can use to analyze technological devices. Critical thinking is a brainstorming activity aimed at giving a deeper meaning to an observation. Critical thinking is often used in finding solutions to problems (Thinking skills, 2008).

It is because it not only assists in finding many solutions to a problem but also helps in deciding on the best possible solution. As a skill, leadership is considered as ones capability to mobilize a social crowd or group to achieve a common purpose. Teamwork is one of the competencies that entails working at ease with excellent interaction in a group, crowd, or team. It can be noted with the frequency of disputes or complaints raised between an individual and his team. The ability to perform an expert job with a definite excellent output is considered as professional competence.

Critical thinking and problem-solving as a communicative competence

Critical thinking is the use of sense and substantiation to give a deeper meaning to observation to achieve understanding. Critical thinking is also utilized in problem-solving especially when comprehending the problem and brainstorming solutions.

By definition, problem-solving is a thinking process that entails creating different solutions to a crisis to obtain the best alternative. The best alternative solution is obtained by careful evaluation of every alternative i.e. by weighing their strength and weaknesses. In my computer literacy units, I experienced an uphill task in understanding some of the computer applications such as software use. Thanks to critical thinking since it helped in the application of logic to achieve better understanding and interpreting software instructions that helped in solving application concerns.

Reference

Thinking skills, (2008). Problem solving skills in education and life. Thinking skills. Web.

A person is first judged by their appearance but the role of good communicative skills in peoples interaction should never be underrated. Moreover, in the current information age effective communication is a crucial factor that enhances persons career and self-developmental opportunities, advances their job promotion and presents an overall positive impression of an intelligent, highly qualified professional. It may seem apparent that people are born with inherent abilities to speak and socialize but surprisingly, competent communicative skills, eloquence and rhetoric should be taught to supply students with universal knowledge about individual and corporate business communication that would facilitate their social acceptance, boost their confidence and authority and advance their problem-solving skills.

The Interactive Learning Skills and Communication Module has been designed for the purpose to provide students with necessary skills and competencies for oral and written interaction. The course is divided into thirteen weeks; twelve of them are aimed at learning and practicing, and at the final week students should prove their knowledge by passing an exam. Every week is devoted to a particular topic, has its aims and guidelines.

Introduction

The first week provides students with a set of techniques and strategies which should improve and advance their overall performance in academic study. Since the first week is an introduction to the whole course, we studied only general information about communication. This module concentrated on some basic concepts of oral and written communication. This week I learned that oral communication is ranked prior to written communication, which is natural as people use speech in every day situations to socialize with other people in any sphere of human activity, at home, in schools, colleges, universities, at work and the like. I completely agree that excellent communication skills advances persons chances to get a good job and be quickly promoted to higher positions. Moreover, I learned that communication is not confined to oral or written; it also can be non-verbal, i.e. body language. In this module the teacher outlined the main communication skills that the students should acquire during the course. We were told to work individually and in teams. According to the teacher, these ways of practice allow students develop their skills in public speaking techniques, time-managements skills, analytical, critical, and objective thinking.

Besides, students were provided with information about the UK higher educational system outlining five degree types and classification of the achievements, which helped me to understand better the procedure of studying. In conclusion, I realized that this module helps student benefit in their academic and further professional life by giving them invaluable knowledge about communication skills.

Presentation Skills

The second module concentrates at the techniques of public speaking which is of crucial importance in academic and business relationships. The second week I understood what the basic premises of my fears to speak in public are. The teacher told us that the feeling of anxiety and fear are different but they are natural. Knowing the physical processes that trigger fear helped me to overcome it. During this week I tried to apply positive thinking method and regulate my emotions when speaking in public. I consider that the major benefit for me this week was that I got to know the techniques how to keep the audience interested and involved, appealing to the audiences emotions and common sense, trying to channel important information gradually to avoid switching of attention. From my perspective the knowledge that I got could be applied in any sphere of my activity. For this reason I practiced hard on my speech trying to make it sound logical and well-structured according to the format required. The topics studied advanced my comprehension of techniques of oral communication and pointed out to me that excellent result depends on thorough preparation and profound research.

Listening Skills

This module concentrates on listening efficiency training. The most important thing that I learned was the fact that effective listening skills are as vital as speaking skills in personal life and business relation maximizing students placement potential and social and career integration. The lecture taught us that a person should learn how to listen to understand what the interlocutor is speaking about as effective communication may be aggravated by persons inability to listen. This means that hearing is different from listening. There are a number of barriers that prevent effective listening including physical barriers, such as noise, low voice or poor speaking skills of an interlocutor. Due to this module, I know that the listener should express interest during the conversation, encourage the interlocutor to speak, and never interrupt. Hostile facial expressions and interrupting hampers communication between people. Thus, to become a good listener a student should be attentive and objective, concentrate on every word of the speaker, maintain eye contact, control his/her body position and facial expression. Now, I am able to differentiate between four categories of listeners: attending listener, encouraging listener, reflective listener, and active listener. Despite every type of listener has its own peculiar features, each of them should follow certain rules of communication to make it more effective. Having a good command of these skills increases the effectiveness of students performance in academic studying and in business.

Academic Written Submission

During this module students learn the strategies to conduct research on particular topic through effective defining it, gathering and analyzing data and providing the most important conclusions in the report. From my perspective, this week is one of the most important during the whole course. Personally, I learned how to make a concise and brief thesis identifying the main key elements of the topic. I have been always experiencing difficulties with this part of assignments, so, the techniques learned in class were very helpful. Furthermore, I became proficient in gathering information, eliminating non-academic sources, selecting relevant information, analyzing it and making conclusions, dealing with various citation styles. On top of that, the lecture warned us that plagiarism is prohibited in any kind of academic writing; therefore it is important to follow all the requirements of citation styles to avoid accusations in plagiarism. According to the lecture, the most efficient way to use relevant information in papers is to paraphrase it to avoid intellectual property law infringement. Additionally, I got to know that style and format of business writing communication are of immense importance. Since business letters and reports should provide concise information about some findings of research or some business information, they should be written in plain, clear, easily understandable English according to grammar rules of punctuation, semantics and stylistics to avoid any misunderstanding or misinterpretation.

Advanced Presentation Techniques

The module in question summarizes strategies of lowering level of anxiety of the speaker, mentions several factors that should be taken into consideration when preparing for public presentation and provides advanced techniques which facilitate students performance in public, team collaboration and acquisition of important techniques of body language. Earlier in this course I learned how to avoid fear during public speaking. This week I understood that the way the speaker presents information is even more important than the text of the message. Moreover, the venue, video and audio equipment, even the temperature also influence audiences perception of the information. Due to this module, I learned that physical comfort and appearance are of paramount importance: correct use of body language brings a lot of benefits. The lecturer told us that in order to successfully bring the message to the reader, the speaker should be dressed appropriately to create a positive image, keep confident but natural posture, demonstrate efficient knowledge of the topic without being monotonous, use humour and creative approach. In fact, the students knew that before but the module helped us to arrange this knowledge in a proper way and practice these techniques. On the whole, I learned that successful presentation comprises three major criteria: consistent, logical, interesting report, the way of presentation, the appearance of the speaker. I believe this knowledge is very helpful in my university life. I have already applied writing skills acquired this week and got A for my report.

Practicing Delivery Techniques

This module is important in terms of practice of framing, questioning opening, cold closing techniques and deep breathing session. This week continues to advance students knowledge in careful delivery of a message on a given topic and presenting oral summary by assessing the performance. We were allocated points to each aspect of the task including clarity of message and voice, level of interaction with audience, framing structure of the message, successful conclusion for a three minutes presentation. I found this module very useful as it gave the opportunity to put the acquired skills into practice. Preparing for this module, I studied the notes taken previous weeks and found more details on how to improve my speaking, listening, and writing skills.

Relaxation, Oral Communication Practice, Summary and Assessment

The module is designed for students to master their ability to use oral communication techniques in groups, to deliver message in front of the auditory and objectively assess their performance. This week I learned that team collaboration is a very important aspect in developing communication skills. However, it is obvious that good communication requires some effort on the part of interlocutors. I found it interesting that team collaboration boosts not only collective but also individual productivity since team member can objectively assess every speaker and point out his/her weaknesses and strengths. As a result, the speaker would be to make certain amendments in the way of his/her presentation.

Advanced Writing Skills

The module starts with deep breathing session to tune in the working process. This week the students consolidated knowledge of writing skills and practiced them by writing academic essays and reports. I worked over the structure of my report carefully paying attention to concise clear paragraphs and sentences, appropriate style, tone, and format. I understood that good writing skills will help me to achieve better academic results in future developing my skills in analytical thinking and abilities to effectively communicate thoughts and ideas, and present effective summary of the research.

Preparation for an Exam, Revision and Exam Techniques

In this module I elaborated my individual learning style, worked out revision plan and effectively prepared for the exam. The lecture told us about the types of examinations, questions, rules and regulations applied to exams, which helped me to understand the importance of exams.

Writing Apprehension

The module discusses various writing techniques which help present material in a more readily-accessible way. I learned that written communication in some cases is more beneficial since it may convey complex messages, specific data and complicated information. The lecturer taught us how to make our academic papers more efficient by organizing the text according to special requirements.

Check of Assessments and Attendance

This week the teacher checked students attendance and summarized the results of the modules.

Revision

The concluding week was devoted to the revision of the material studied during the course.

In conclusion, it should be stressed that communication may be oral and written, verbal and non-verbal but it is of paramount importance for every person since it increases chances to become successful in all spheres of life. The skills and techniques acquired during this course are applicable not only to academic and business interaction but to a day-to-day communication.

Introduction

The two-step flow theory of communication revolves around a study that was conducted on the social influence of the media. It should be known that it was introduced in 1994 by Paul Lazarsfeld (Berger 1995, p. 14). In this case, it tries to explain that the effects of the mass media are indirectly portrayed through the impact of different opinion leaders.

This is done through their influence that cannot be underestimated because they are looked upon by the public (Casmir 1994, p. 34). As much as different people might get information through the media, it should be known they might trust what opinion leaders say. This means that most people are entirely influenced by the media second hand as time goes by.

As a matter of fact, this influence is attributable to these people who are respectable in the society. Opinion leaders influence the media and that is why they are looked upon. We can describe opinion leaders as people who are privy of information or content that will be relayed by the media.

Later on, they are able to interpret this content based on the own opinions. As time goes by, they will be able to give out this information to the public through infiltration thereby influencing them.

In the long run, the public that has been infiltrated by different opinions becomes opinion followers. The influence that these opinion leaders might have comes from the elite media that is not accessible to the general public (Hoynes 1007, p. 19). Therefore, the elite media creates some social influence that can later on be adjusted by different opinions and ideals.

There might be opposing ideals and opinions but proper combination leads to a popular mass media that can appeal to everyone. All this aspects can be described as social persuasion because there are different people who might form a decision and opinion based on this (DeFleur 1989, p. 26).

In conclusion, it can be said that information gets to the masses through influential figures and leaders. This can explain why some media campaigns and initiatives do not achieve their goals and objectives because leaders might diffuse the content in a manner that was not desired.

Discussion

Overview

The two steps flow has had different implications on our general understanding of mass communication in various ways. This means that such implications can be understood from different perspectives. As far as the two-step flow of communication is concerned, it stressed the human agency that therefore brings a different understanding on what we knew initially (Tankard 1979, p. 43).

We have been forced to look upon the human agency because of the role that it plays in trying to ensure that information reaches to the masses. In fact, it has tried to give us a better understanding that information flows from the mass media to opinion leaders who later on relay it to us.

For example, there are other people who have always relied on what their leader says based on the trust and respect that they might be having for him (DeFleur 1983, p. 29). This has therefore made us to understand why there might be different versions of information as a result of various interpretations which is guided by what a given opinion leader believes in.

Implications

We should understand that the two-step flow of communication has made us to understand the influence that the mass media has had on decision making. In this case, it has improved our understanding because it is quite obvious that decisions are made from information that we get (Underwood 1994, p. 78).

As much as this information might be from opinion leaders, it plays a big role in the final and ultimate decision that we might settle on. There are various theories behind decision making in our society and this is what two-step flow theory has tried to make us understand as time goes by.

All in all, this has tried to explain why certain decisions are made in different occasions and circumstances (Baran 2011, p. 58). There is a certain process that is followed as far as decision making is concerned and this is what the theory has tried to elaborate.

It should be known that there has been an implication of our understanding of mass communication as a result of this theory based on the fact that it has redefined our predictions on the influence of the media on different behaviors. This can be explained with practical examples where we might find different people changing their behavior to be in tandem with what they have been seeing from the media (Staubhaar 2009, p. 56).

For instance, some culture and form of dressing has been borrowed and copied as a result of the media. This has therefore changed our understanding of mass media because some media messages can ultimately change our behavior. In this case, it is mostly the audience that has been targeted by the media through opinion leaders who can access elite media before the masses.

As a matter of fact, the two-step flow of communication has enabled us to understand why some media initiatives and campaigns have not been able to alter the behavior of different audiences (Mehrabian 1971, p. 61).

This aspect implies that we should always understand when some media campaigns and initiatives fail to change different behaviors because the message might not be relayed or received as it was intended. In most occasions, this is because opinion leaders are the ones who transmit and give the masses information based on their own opinions and ideas (Bruce 2008, p. 36).

It should therefore be understood that some opinion leaders might want information to conform to their beliefs and opinions which might not achieve its initial and intended purpose. This is based on the diffusion of innovation theory that has come about as a result of this aspect of information flowing from the elite media to opinion leaders who access it to the mainstream media that is relied on by the masses.

In a broad perspective, this implies that opinions that different people might be holding will always differ in a broad way because opinion leaders cannot read from the same script in any way (Berlo 1960, p. 56).

Another implication should revolve around misunderstandings that will be witnessed amongst different individuals who happen to be the masses as a result of their affiliation to a given opinion leader. This implies that contrary to our expectations and understanding, there is bound to be misrepresentation of ideas and information by the masses who are supposed to be reached by the mainstream media (Schramm 1987, p. 38).

Our understanding of mass media has been built on the hypodermic needle theory that revolves around a stimulus response. In this case, people believe that once information has been given out by the media, all the masses are supposed to get it once and relay it to others (Weaver 1975, p. 59).

This is different from the two-step flow of communication that emphasizes that information, ideas and opinions are given out by opinion leaders. Such an issue therefore implies that as far as our understanding on information is concerned, we should seek to evaluate what we get before forming an opinion or decision on different aspects.

Filtering of messages has had a very big implication on our general understanding of mass communication. This has had a different impact from our knowledge on the functions of mass communication. A perfect example that can be used in this case is political leaders. Political leaders have different ideals and beliefs that they stand for meaning that they are never ready to lose out on anything (Barnlund 2008, p. 92).

In the process, they end up filtering the messages that they will give to the masses because of their ability to access the elite media that is later on received by mainstream media. Most of these aspects happen during political campaigns so that politicians can be able to influence voting preferences (Berko 2010, p. 55).

All in all, these developments have made it difficult for people to understand the workings of the mass media as time goes by. This is because there is a big difference between theoretical issues and the way they are practiced as far as the two-step flow of information is concerned.

The implication of how the mass media mediates between our social relationships has also been an issue because this can ultimately be confusing. In this case, the understanding that people had about social relationships in relation to the messages that they receive has had to be re-evaluated because this is not the way things ought to be (Chandler 1998, p. 71).

Social relationships cannot be said to be uniform and well guarded yet there is screening of messages by different opinion leaders before it is released to the masses with different intentions. Such an issue has helped to reinforce the belief that the media is owned by certain individuals who can do whatever they like without any problem.

This gives mixed reactions in different perspectives because it should occur that there are people who will not rely on what they are being relayed for because opinion leaders have screened he messages (Heyman 1994, p. 83).

Conclusion

The impact of personal influence on mass communication has now been understood as a result of this theory. This therefore implies that people will always try to understand messages because it is generated by a network of interconnected individuals (Potter 2008, p. 44). On either side of opinion leaders, there is always a network of connected individuals who share in specific ideals that they would wish to put forward.

This can therefore seek to explain why we have different views based on the information and messages that we have received as a result of mass communication. A wide variety of effects can be seen in our society based on what the two-step theory is trying to explain.

Interpersonal communication at community levels has been reevaluated in different ways through mass communication that is influenced by opinion leaders which is set to continue as people advance their interests in the society (Burke 2010, p. 93).

Our media has occasionally been relied on for messages and information for a long time but this varies in different societies based on what leaders want. This is a fact that we are supposed to live with because it is a reality. Notwithstanding, we should know that the messages that we receive might be intended for various purposes which calls for vigilance and proper interpretation.

Reference list

Baran, S., 2011. Theories of Mass Communication: Introduction to Mass Communication. New York: McGraw Hill.

Berger, A., 1995. Essentials of Mass Communication Theory. London: SAGE Publications.

Barnlund, D., 2008. A transactional model of communication: Communication theory. New Jersey: Transaction.

Berlo, D., 1960. The process of communication. New York: Holt, Rinehart, & Winston.

Berko, R., 2010. Communicating. Boston, MA: Pearson Education, Inc.

Bruce, H., 2008. Management. New York. Barrons Educational Series, Inc.

Burke, P., 2010. Social History of the Media: From Gutenberg to the Internet. Chicago: Polity Press.

Casmir, F., 1994. Building Communication Theories. New Jersey: Laurence Erlbaum Associates.

Chandler, D., 1998. The Transmission Model of Communication. New York: Routledge.

DeFleur, M., 1983. Milestones in Mass Communication Research: Media Effects. New York: Longman Inc.

DeFleur, M., 1989.Theories of Mass Communication. New York: Longman Inc.

Heyman, R., 1994. Why Didnt You Say That in the First Place? How to Be Understood at Work. San Francesco, Ca: Jossey-Bass Inc.

Hoynes, W., 1997. Media/Society: Industries, Images and Audiences. London: Pine Forge Press.

Mehrabian, A.,1971. Silent Messages. Belmont, CA: Wadsworth.

Potter, J., 2008. Arguing for a general framework for mass media scholarship. New York: SAGE.

Schramm, W., 1987. How communication works: The process and effects of communication. Urbana, Illinois: University of Illinois Press.

Staubhaar, D., 2009. Media Now. Belmont, Ca: Wadsworth Cengage Learning.

Tankard, J.,1979. Communication Theories  Origins, Methods and Uses. New York: Hastings House.

Underwood, M., 1994. Mass Media: Limited Effects. New York: McGraw Hill.

Weaver, W., 1975. The mathematical theory of communication. Urbana, Illinois: University of Illinois Press.

The global cosmetics market is on the verge of growth given that the planet will always call for beauty. Owing to the effects of urbanization, growth in GDP, and population growth, the populace with access to modern-day beauty cosmetics is augmenting immensely. LOreal is the leading international business vending beauty products¹. For many decades, the company has invented in beauty, offering all people with the best cosmetics².

It has not merely given people access to beauty but it has also endowed them with products that are in accord with their expectations, culture and requirements. In this context, LOreals actions, behaviors, and communications portray the true meaning of the companys activity. Although the companys performance is highly inclined toward fulfilling societal needs, some aspects call for improvement, a concern that this entry explores comprehensively.

LOreals performance pertaining to fulfilling the needs within society

Dedicating itself exclusively to the business of beauty, LOreal has made cosmetics the hub of its expertise and energy. LOreals mission is to proffer all people with cosmetics, which are superior in safety, efficacy, and quality³.

The company commits to utilizing its overall research and knowledge resources for the well-being of both women and men within the entire universe, regardless of their multiplicity. To attain this objective, it works toward meeting the vast range of beauty desires and needs. Equally, it embraces an inimitable research arm that facilitates its continual exploration of novel territories as well as invention of future products.

LOreal embraces both external and internal communication networks that enhance the companys effectual relations with its consumers and stakeholders. The communication team endeavors at disseminating the companys identity and image to the society since communication is a significant tool in building global images for brands⁴.

The brand communications panel ensures a coherent and steady brand image. Through communication, the society attains maximum exposure to LOreals products. Likewise, corporate communication keeps employees totally informed on the latest competitor news and industry trends.

Sustainability remains part of LOreals design process. LOreal is cautious of the impacts of its activities on the natural surroundings. Consequently, the company seeks to reduce these impacts. The company constantly focuses on supporting its local communities by trimming down its negative impacts on the environment. It progressively invents novel techniques of sustainable consumption; an aspect that Epstein emphasizes is effectual in environmental sustainability⁵.

To achieve this, LOreal has realized that it ought to enforce sustainability standards across its project portfolio. Therefore, being sensitive to biodiversity, LOreal observes sustainability throughout the life cycle of its products. It assesses the upshots of the ingredients, production, distribution, consumer use, and final disposal of the products⁶.

Indeed, a companys sustainability is measured in terms of profitability, people, and planet⁷. In this milieu, LOreal has established that its ambition to increase its consumer base is attainable through a sustainable approach.

LOreal aims at respecting local customs, political systems, laws, and cultures within every society. The companys fundamental rule is to respect the laws of every country within which it operates. LOreal shares its values with its business partners to ensure that these partners respect the regulations and laws of different societies. Likewise, LOreal devotes to conducting its activities in a way that is perceptive to the social and cultural traditions of the communities it meets.

For instance, it has portrayed devotion to respect of human rights. Its chief endeavor is to put an end to forced labor as well as children exploitation within the workplaces, and to stop animal testing within their industry. For instance, LOreal endeavors at collaborating with EPA (Environmental Protection Agency) in the pursuit of superior techniques of chemical testing to avert use of animals⁸.

LOreal is strongly committed to safety and social responsibility. Product quality and safety remains paramount at LOreal. The company has a special program that not only incites its suppliers to be responsible but also performs meticulous monitoring of their suppliers loyalty.

The prime aim is to aid suppliers in improving the safety standards plus the social and environmental performances. LOreal uses local suppliers whose commitment is in favor of societal minorities such as workers emerging from underprivileged communities and disabled workers.

To meet the needs and expectations of the consumers, LOreal embraces a diversified team⁹, which consents to greater creativity as well as enhanced understanding of the consumers. Furthermore, the unprejudiced facet of LOreal reflects in the companys products. The diversity and harmonizing nature of the products portray the companys dedication to developing well-being and beauty, whilst revering differences among individuals.

LOreals loyalty to diversity is broadly communicated internally via the code of ethics. As Means explicates, the code of ethics states how teams ought to treat their employees, members, or clients¹⁰ since it serves as a conscience whilst endowing team members with a universal ethical reference point¹¹. Hence, in this context, LOreals dedication to its consumer expectations is deeply ingrained in the companys code of ethics.

Areas of Achievement

LOreal has portrayed immense achievement especially in the sector of sustainable development. The environmental policy has proven effectual in making significant advances in protecting the environment.

Equally, the health, environment, and safety policy has not only been effective in protecting the environment but also in improving health conditions and industrial safety. Similarly, LOreals achievement manifests in its loyalty to good corporate citizenship. The company has adopted doctrines allied to principles of labor, environment protection, and human rights.

Areas requiring Improvement

The management team at LOreal takes up a decentralized organizational structure. Specialist staff operating at the division level controls all the brand units¹². This structure deems it intricate to exercise power over the company. Similarly, it makes it difficult to synchronize activities from top management. Owing to this decentralization, co-ordination amongst departments has dwindled.

Accordingly, the companys production is decelerating since there emerges a necessity to give reference to auxiliary board members within the company. Furthermore, LOreal encounters complexities in determining which division is responsible for the probable drawbacks of the company. As Kapferer asserts, the problem with decentralized organization is that most top managers do not perceive how brand decisions are different¹³. Consequently, all these pitfalls affect the companys consumers, especially in meeting consumer demand.

Implications of the companys actions on society and stakeholders

LOreals provision of access to beauty products has boosted individuals well-being. In this context, LOreal has marshaled its inventive strength, thus sustaining local communities as well as preserving the global beauty. Through enhancing superior performance as well as safe and quality products, LOreal has boosted its respect and allegiance to the consumers since routines that reduce risks enable firms increase their reputation¹⁴.

LOreals commitment to socially and environmentally responsible values has drawn thoughtful consumers to its products¹⁵. The company has earned consumer trust and has strengthened its brands reputation deeming it a leader in the field of beauty.

The diversified team within LOreal has enabled the company to generate products that correspond to the clients expectations. The unbiased team members have rebuffed practices and ideas of discrimination. Ultimately, LOreal has managed to generate an optimistic contribution to the present nations and societies by respecting local cultures.

Conclusion

LOreal has portrayed significant performance in the society. Its immense commitment in employee and consumer well-being, high esteem for human rights, biodiversity protection, fair trade, and environmental protection produces positive implications to the society.

Moreover, the companys competence in developing sustainably and sensibly aims at meeting communal challenges along with augmenting environmental performance. Indeed, the company devotes to avoiding compromising the future for the sake of the present. Hence, LOreal observes keenly sustainable development, which is the principal driver for its responsible growth.

Bibliography

Assenmacher, Katja. The bodyshop-an analysis of the companys actions towards sustainability. Santa Cruz: GRIN Verlag, 2012.

Autorite des Marches Financiers. LOreal 2011 registration document: annual financial report. France, 2012. Web.

Colins, Denis. Essentials of business ethics: creating an organization of high integrity and superior performance. Hoboken, NJ: John Wiley & Sons, 2009.

Dringoli, Angelo. Corporate strategy and firm growth: creating value for shareholders. Massachusetts: Edward Elgar Publishing, 2012.

Epstein, Marc. Making sustainability work: best practices in managing and measuring corporate social, environmental, and economic impacts. California: Berrett-Koehler Publishers, 2008.

Giudice, Manio Maria Peruta and Elias Carayannis. Knowledge and the family business: the governance and management of family firms in the new knowledge economy. Washington, DC: Springer, 2010.

Hopkins, Johns. U.S. EPA LOreal announce research collaboration in San Francisco that may help end animal testing. Bloomberg, 2012.

Kapferer, Jean-Noel. The new strategic brand management: advanced insights and strategic thinking. Philadelphia, PA: Kogan Page Publishers, 2012.

Means, Thomas. Business communication. Mason, OH: Cengage Learning, 2009.

Mooij, Marieke Global marketing and advertising: understanding cultural paradoxes. California: SAGE, 2009.

OLear, Shannon. Environmental politics: scale and power. New York: Cambridge University Press, 2010.

Project Management Institute. The bottom line on sustainability. Project Management Institute, Inc, 2011.

Sherrow, Victoria. Encyclopedia of hair: A cultural history. Westport: Greenwood Publishing, 2006.

Turner, Tyya. Vault guide to the top consumer products employers. Florida: Vault Inc., 2005.

Wustenhagen, Rolf. Sustainable innovation and entrepreneurship. Cheltenham: Edward Elgar Publishing, 2008.

Footnotes

1. Victoria Sherrow, Encyclopedia of hair: A cultural history (Westport: Greenwood Publishing, 2006), 253.
2. Autorite des Marches Financiers, LOreal 2011 registration document: annual financial report. (France, 2012), PP. 5.
3. Manio Giudice, Maria Peruta and Elias Carayannis, Knowledge and the family business: the governance and management of family firms in the new knowledge economy (Washington, DC: Springer, 2010), 63.
4. Marieke Mooij, Global marketing and advertising: understanding cultural paradoxes (California: SAGE, 2009), 36.
5. Marc Epstein, Making sustainability work: best practices in managing and measuring corporate social, environmental, and economic impacts (California: Berrett-Koehler Publishers, 2008), 213.
6. Project Management Institute, The bottom line on sustainability (Project Management Institute, Inc, 2011), 2.
7. Katja Assenmacher, The bodyshop-an analysis of the companys actions towards sustainability (Santa Cruz: GRIN Verlag, 2012), 17.
8. Johns Hopkins, U.S. EPA LOreal announce research collaboration in San Francisco that may help end animal testing, Bloomberg, 2012.
9. Tyya Turner, Vault guide to the top consumer products employers (Florida: Vault Inc., 2005), 228.
10. Thomas Means, Business communication (Mason, OH: Cengage Learning, 2009), 52.
11. Denis Colins, Essentials of business ethics: creating an organization of high integrity and superior performance (Hoboken, NJ: John Wiley & Sons, 2009), 2.
12. Angelo Dringoli, Corporate strategy and firm growth: creating value for shareholders (Massachusetts: Edward Elgar Publishing, 2012), 169.
13. Jean-Noel Kapferer, The new strategic brand management: advanced insights and strategic thinking (Philadelphia, PA: Kogan Page Publishers, 2012), 342.
14. Rolf Wustenhagen, Sustainable innovation and entrepreneurship (Cheltenham: Edward Elgar Publishing, 2008), 41.
15. Shannon OLear, Environmental politics: scale and power (New York: Cambridge University Press, 2010), 163.

Introduction

The role of a banking system in a contemporary state with a free market economy can hardly be overestimated. The system of commercial banks serves as an important mean of financial disposition between market participants providing in such a way an effective economic development and functioning of any country. The activity of any commercial bank depends upon its consumers and their trust.

Scope

The aim of the given research is to investigate different aspects of communication between banks and various categories of customers. The investigation is based on the result of the survey conducted among 10 participants of a different gender from different countries. There are two respondents from Egypt and India. The rest of them are from the UAE. The age of the participants of the survey ranges from 18 to 64. The majority of the surveyed participants have higher education.

Method

The survey was conducted by means of a questionnaire given to the participants. During the experiment, the respondents were asked to fill up a form consisting of questions revealing their banking experience and their attitudes towards banking activity.

Results

During the survey, it was found out that, at average, the participants had been using banking services for 6.2 years.

A significant percentage of those who took part in the survey expressed approval of such banking services as mobile banking (33%) and online banking (55%). They appreciated the convenience and availability of these services. Moreover, it was found out that 67% of participants preferred to use their bank cards while shopping.

Based on these findings we have found out that when specific banking information is needed most participants (50%) prefer to use face-to-face communication, 30% prefer a telephone conversation and only 20% trust to email.

While evaluating the most frequent problems the participants had experienced dealing with their banks, most of them considered them to be technical problems and problems with online services (40%). At the same time, 20% of respondents stated definite problems in communication with bank employees, 30% were unsatisfied with insufficient or incomplete information concerning banking products.

As it is shown in Table 1 while employing banking services consumers face different problems. The participants were asked to point out what major communication problems they had experienced when they had received adequate help with a difficult banking issue. The results of the survey have shown that two major problems are the dissatisfaction of a client by a particular bank service and the lack of bank employees professionalism in communication with clients.

Table 1: Communication problem (positive feedback- when a necessary help was given).

The participants of the survey stated that in spite of the fact that they had received the necessary support from their bank, there had been several cases of bank employees faulty explanation (20%). 20% of participants were disappointed with a particular bank service. At the same time, there were also problems of misunderstanding between the clients and bank personnel. 10% of respondents stated that this misunderstanding had been caused by an unsuccessful way of explaining their problems. Nevertheless, 10% of participants considered it to be a fault of a bank because of an inappropriate response of its employee.

The participants of the survey were asked to answer the same questions, but in a situation when a necessary help had not been given. The results of this questionnaire are shown in Table 2. It is seen that in a situation when the demands of consumers are not satisfied, there is a tendency for an increased misunderstanding in communication.

Table 2: Communication problem (negative feedback- when a necessary help was not given).

The prevailing number of participants stated that their problem had not been solved because of inappropriate feedback from a bank employee (50%). 20% of those who were responded were of the opinion that the main reason was a bank employees faulty explanation. 10% of respondents admitted that they had not managed to explain their problems, and 10% of participants were unsatisfied with a particular bank service.

Conclusion

As a result of our research, it is possible to conclude that in general, the level of credibility to banking products and services has a tendency for growth. This is proved by the increased popularity of such bank services as mobile banking and online banking. At the same time, among the participants, there were those who preferred to solve their problems in face-to-face communication, not trusting to modern technologies.

The results of our investigation have also shown that there exist certain problems in communication between banks and their clients. The fact that in a situation when problems of clients are not solved the major part of the participants consider it as a bank employees fault states that the problem of communication is rather important. It may be explained by a lack of professionalism or a lack of communicative skills of a bank employee. We think that the result of our project will be interesting for those banking institutions that want to improve their client servicing.

Executive Summary

In this report, several elements of consumer insight are established as determining product acceptance. Through an explicit experimental study design, the report established that different elements such as brand attitude, social immersion, ad likeability, brand belief-palatability, and brand belief-healthiness determine the perception and general acceptance of a product. The independent variable in the research was photographic depictions while the independent variables were brand attitude, social immersion, ad likeability, brand belief-palatability, and brand belief-healthiness. The research was based on two photographic images of a similar product (carrot cake).

Especially, in the first test involving a comparative mean analysis between the independent variables for Ad1 and Ad2, there were no significant differences in brand perception from the photographic depictions in terms of brand attitude, brand belief-palatability, and brand belief-healthiness. There were mixed results on significant differences in brand perception from the photographic depictions (by gender) in terms of social immersion (significant of Ad2 and no significance for Ad1), and brand belief-palatability (significant for Ad1 and no significance for Ad2). The findings are an indication that male and female genders have different social immersion brand beliefs.

The female gender had higher product perception, evaluation, and impression than the male gender for all the dimensions. Therefore, companies interesting in maximizing consumer image perception of a product should ensure that photographic depictions in picture advertisements appeal to a balance between rational and emotional desire to positively respond to the primary intention of the ad. This has the potential of creating an intrinsic motivation response to the ad. Besides, such a company may establish healthy brand equity through product image salience incorporation in the photographic depictions.

Discussion of the Findings

On the 5-point bipolar measurement of different magnitudes of the independent variables, the findings revealed that the mean of Ad2 had a higher score than the mean of Ad1 for all the variables. This is a clear indication that understanding of a photographic depiction differs and tends to have a direct impact on the perceptions of customers towards a product. As part of the research authenticity guarantee, procedural remedies were applied to minimize possible biases.

Among the tools applied included randomized scalar formats besides limiting the scale points to five. The research sample size consisted of 371 participants of which 49.9% were females while 50.1% were males. Interestingly, the photographic depictions had effects on consumer segments and responses by different magnitudes, for the same product. In a two-way comparative analysis, there were significant and non-significant differences in product perception from the two ads, elements determining each perception, and between different sexes.

However, there were significant differences in brand perception from photographic depictions in terms of ad likeability and social immersion. In the gender comparative analysis, there were no significant differences in brand perception from the photographic depictions in terms of brand attitude, ad likeability, and brand belief-healthiness.

From the findings, the table in Table 1 was created to ensure that further analysis is explicit. The first set of table and graph summarises the comparative analysis of the independent variables and their effect on product perception from photographic depictions. From this table, it is important to note that the comparative analysis revealed interesting findings on consumer insight in relation to the perception of a product from the photographic representation. In testing the first variable, which is a brand attitude, the mean score of the two photographic representations indicated a score of 0.24 for Ad1 and 0.36 for Ad2.

Table 1. Mean Comparative Score for the Dimensions in the First Analysis

The mean score was higher in Ad2 than in Ad1 but within the same significance level. Apparently, this was an indication that there was no significant difference in the perception of the participants in terms of brand attitude as determined by the two pictures of ads representing the same product. In terms of the t-test on ad likeability from the two photographic representations of the similar product, the mean score for Ad1 was determined at 0.04 while than of Ad2 was determined at 0.33. Apparently, there was a higher score in Ad2 than in Ad1 by a significant margin (Pitt & Ang 2014).

This is an indication that ad likeability determines the level of positive perception towards a product, at the need conception stage. Basically, the more likable an ad is, the more positive attitude customers attach to the product (Ang 2014).

From the findings, it is apparent that social immersion has a significant effect on the perceptions customers attach to a product, even in the case where several advertisements represent the same product. As indicated in the mean table, the mean score for the social immersion variable was 1.16 for Ad2 and 0.62 for Ad1. Social immersion arises from a bandwagon of thoughts that a customer develops from seeing an ad and trying to relate a personal experience with what the client sees (Ang 2014). Since Ad2 is more representational of common product experiences, it is apparent that it attracted higher positive perception than Ad1 which also represents the same product.

Under the two dimensions of brand belief (healthiness and palatability), there was no significant difference in consumer perception of the product from the two photographic depictions of the cake. For the palatability dimension, the mean score for Ad2 was higher than that of Ad1 (0.45 and 0.39). Palatability represents the impression towards direct appeal to taste. The participants indicated that Ad2 had a more positive impression than Ad1.

This could be related to the images in Ad2, which display the actual consumption of the cakes. The characters are really enjoying the cake as evident in their jovial faces. Therefore, the higher score in Ad2 could be related to the imagination of being at the same table sharing the sweet cake (Ang 2014). The second brand belief dimension, which is healthiness, depicts the impression that a customer may be created in the mind in terms of the health benefits of a product from a picture ad. From the research findings, it is apparent that all the participants dissociated the dimension of healthiness from the photographic depictions of the product.

This may be based on the previous knowledge of the product as being sugary, fatty, or addictive. Apparently, the mean score for Ad2 was calculated as -0.11 while that of Ad1 at -0.12 (Pitt & Ang 2014). The participants perceived the product from the two images as being unhealthy. These revelations are presented in the chart in Graph 1.

The second set of the table in Table 2 summarises the comparative analysis of the independent variables against gender and their effect on product perception from photographic depictions. In the second analysis, in relation to gender, there were significant differences in participant impression, from the photographic depictions of the cake product, in the dimensions of ad likeability, social immersion (for the female gender), and brand belief-palatability (for the male gender).

Table 2. Mean Comparative Score for Gender-Based Analysis

However, the rest of the dimensions did not indicate any significant difference in impression by the participants. In the first dimension of brand attitude, the two genders showed similar behavior in terms of evaluation of the product from the two photographic depictions. In Ad1, the mean score for the male gender was higher than that of the female gender. The score for the male gender was 0.27 while than female gender at 0.21 (Pitt & Ang 2014).

The mean score for males in Ad2 was 0.34 while that of the female gender was 0.39. From the two sets of results, the male gender evaluated Ad1 more highly than the female gender. The opposite was two for Ad2. This could be related to different image conception between the males and the females. The female gender is keener on the visibility, in terms of color and display, then the male gender (Elder & Krishna 2012).

In the dimension of ad likeability, there was a significant difference in the perceptions of the male and female gender for Ad1 and Ad2. For Ad1, the mean score for males was 0.00 while that of the female gender was 0.08. In contrast, the mean score for the male gender in Ad2 was 0.31 while the score for the female gender was at 0.34 (Pitt & Ang 2014). In the two photographic depictions of the product, it is apparent the female gender exhibited a higher score than the male gender.

This could be attributed to a higher perception of the product in the impression of the female gender than the male gender. The higher perception is influenced by the intrinsic values of the images such as family, the position of the female gender, and the metaphoric meaning of the images. In the above case, the higher score for the female gender could be related to intrinsic association with the ideal family in Ad2. The same differences are indicated in the dimensions of social immersion, brand belief-palatability, and brand belief-healthiness. Generally, the female gender had a higher score than the male gender with no significant differences in perceptions towards the two photographic depictions of the same product (Elder & Krishna 2012).

Recommendations and justifications

From the above findings, it is apparent that consumers are generally influenced by two factors: internal influences and external influences. These influences are personal feelings and thoughts that include self-concept, motivation, attitudes, emotions, and perceptions. These factors generally influence the perception, purchasing patterns, and attitudes customers develop towards a product or a service offered by a business.

Besides, these factors are directly linked to internal and external social aspects that control the pattern of thought and expressed feelings towards photographic depictions of different ad images for a similar product. Therefore, companies are interested in positively influencing brand attitude, social immersion, ad likeability, brand belief-palatability, and brand belief-healthiness as perceived by the potential customers (Ang 2014).

The first recommendation is that companies should ensure that photographic depictions in picture advertisements appeal to a balance between rational and emotional desire to positively respond to the primary intention of the ad. This is achievable through the balancing of colors and use of a common surrounding to motivate action as the subconscious mind of a viewer would be ignited to give a second thought about a product.

This has the potential of creating an intrinsic motivation response that triggers the mind to activate affiliation, self-acceptance, and feign community feeling with the companys products. In the end, this strategy will appeal to emotions through capitalization on the biases and prejudices of people. According to Solomon (2009), central to the theories of consumer behaviour is the conviction that different consumers go through markedly complex decision making process that is influenced at different stages by a number of possible variables (Solomon, 2009, p. 34). The buying process normally begins with the need for a particular product or good.

The need for recognition by consumers is an essential part of the buying process because purchase cannot take place without it. Therefore, a marketing management process consists of a topological structure of decision science which functions between actual needs and perceived needs. The process is meant to act as the continuum of increasing the value of product acceptance as measured through data, information, and knowledge (Elder & Krishna 2012).

Customer retention is achievable through the creation of reliable, informed, and reliable photographic depiction ads. This achievable through a careful mix of color and other visual attractions in photographic depiction, such as creative branding and mixing of bright colors, in a picture advertisement for a product. Branding offers a differential advantage (desirable attributes) over rivals products (Bergkvist & Rossiter 2008, p. 87). It is a vital part of establishing healthy brand equity.

From the brand personality analysis, a company should make sure it has a higher score in presenting enthusiasm than its competitor. This aspect can be achieved through the incorporation of the concept of product salience in the photographic representation of a product. As indicated by Underwood and Klein (2002), salience is the main reason why consumers would prefer a given brand to others despite their similarities (Underwood L & Klein 2002).

Basically, creating innovative brand ads that stand out in the market might have been passed by time especially with the ability of different competitors to come up with similar ads. However, salience is the key factor in changing consumer behavior and perception towards a preference for a given product from the photographic images in picture advertisements.

Reference List

Ang, L. 2014, Integrated marketing communications: A focus on new technologies and advanced theories, Cambridge University Press, Cambridge.

Bergkvist, L & Rossiter, J 2008, The role of ad likeability in predicting an ads campaign performance, Journal of Advertising, vol. 37, no. 2, pp. 85-98.

Elder, R & Krishna, 2012, The visual depiction effect in advertising: Facilitating embodied mental simulation through product orientation, Journal of Consumer Research, vol. 38, no. 6, pp. 988-1003.

Pitt, J & Ang, L 2014, MKTG204: Understanding the effect of photographic depictions of food products on consumer segments and their responses: Assessment Task 2B, Session 2, 2014 Consumer insight survey results, Macquarie University, North Ryde.

Underwood L & Klein, M 2002, Packaging as brand communication: effects of product pictures on consumer responses to the package and brand, Journal of Marketing Theory and Practice, vol. 1, no. 4, pp. 58-68.