Explore the effects of a needs orientated approach to care using a nursing model alongside a nursing process in order to create a framework The WritePass Journal

Explore the effects of a needs orientated approach to care using a nursing model alongside a nursing process in order to create a framework Introduction Explore the effects of a needs orientated approach to care using a nursing model alongside a nursing process in order to create a framework IntroductionAssessmentPlanningImplementationEvaluationConclusionReference listRelated Introduction The aims of this assignment are to provide a needs orientated approach to care using a nursing model alongside a nursing process in order to create a framework. The nursing model for the purpose of the assignment will be Roper, Logan and Tierney (RLT). A nursing model is used to determine what is important and relevant to providing individualized care (Barrett, Wilson, Woollands 2009). RLT   state that a nursing model helps to identify the â€Å"core of nursing activities across any field of nursing practice† (Holland, Jenkins, Soloman and Whittam, 2004). This will be discussed in detail providing evidence of strengths and weaknesses of the model. The nursing process that will be discussed will be APIE which is assess, plan, implement and evaluate. A nursing process is a systematic approach which focuses on each patient as an individual ensuring that the patients holistic needs are taken into consideration. These include physical, social, psychological, cultural and environm ental factors. . The nursing process is a problem solving framework for planning and delivering nursing care to patients and their families (Atkinson and Murray 1995). When used collaboratively the nursing model and the nursing process should provide a plan of care that considers the patient holistically rather than just focusing on their medical diagnosis (Moseby’s 2009). It will also discuss an example of a care plan done for a fictional patient Mabel Dunn and evaluate and discuss how the nursing plan and the nursing process have created a plan of care and how effective this was or was not. Care planning is a highly skilled process used in all healthcare settings which aims to ensure that the best possible care is given to each patient.   The Nursing and Midwifery council state that care planning is only to be undertaken by qualified staff or by students under supervision. The Department of health (2009) says that ‘Personalised care planning is about addressing an individual’s full range of needs, taking into account their health, personal, social, economic, educational, mental health, ethinic and cultural background and circumstances’ with the aim of returning the patient to their previous state before they became ill and were hospitalized considering all of these needs to provide patient centered care. It recognizes that there are other issues in addition to medical needs that can impact on a person’s total health and well being. It provides a written record accessible to all health professionals where all nursing interventions can be documented. Care planning is extremely important as it enables all staff involved in the care to have access to relevant information about the patients current medical problems and how this affecting them in relation to the 12 activities of living as well as any previous medical history. Barrett et al (2009) state that taking care of an individual’s needs is a professional, legal and ethical requirement. There are many different nursing models all of which have strengths and weaknesses and it’s up to the nurse to choose the right one for individual patient, the model which is used will vary between different specialties depending on which is more relevant to the patient and their illness and needs. Although a vast majority of hospitals now use pre-printed care plans it is important to remember that not all the questions on them will be relevant to all patients. An example of this would be that activity of breathing may not have any impact on a healthy young adult be would be a major factor for an elderly man with COPD. There are four stages to the nursing process which are Assess, plan, implement and evaluate (APIE) but Barrett et al state that there should be six stages to include systematic nursing diagnosis and recheck (ASPIRE)   as although they are included in the nursing process they are not separate stages and could be overlooked.(Barrett et al 2009). It is important that a nursing process is used and it is set out in a logical order, the way in that the nurse would think this helps minimize omissions or mistakes. Roper, Logan and Tierney model of nursing suggests that there are five interrelated concepts which need to be taken into consideration when planning and implementing care which are activities of living, lifespan, dependence/independence continuum, factors influencing activities of living and individuality in living (Roper, Logan and Tierney 2008). Assessment Assessment is a fundamental nursing skill required to gather all the information required about the patient in order to meet all or their needs (Hinchliff, Norman and Schober 2008). ‘Assessment is extremely important because it provides the scientific basis for a complete nursing care plan’ (Moseby’s 2009). The initial assessment untaken by nurses is to gather information regarding the patients needs but this is only the beginning of assessing as the holistic needs of the patient including physical, physiological, spiritual, social, economic and environmental needs to be taken into consideration in order to deliver appropriate individualized care (Roper, Logan and Tierney 2008). When using the 12 activities of living (ALs) for assessment it gives a list a basic information required but must not just be used as a list as the patient will respond better to questions asked in an informal manner and when just part of the general conversation. RLT (2008) state that alt hough every AL is important some are more important than other and this can vary between patients. It is important for nurses to obtain appropriate information through both verbal and non-verbal conversation patients are more likely to give correct information but without jumping to conclusions or putting words into their mouths. ‘Assessment is the cornerstone on which a patients care is planned, implemented and evaluated (RLT 2008). ‘Poor or incomplete assessment subsequently leads to poor care planning and implementation of the care plan’ (Sutcliffe 1990). Information can be gained from the patient, the patients family and friends as well as any health records (Peate I, 2010) During this process of gathering information it is important to find out what the patient can do as well as what they cant. , McCormack, Manley and Garbett (2004) state that gathering the information requires a certain kind of relationship between the nurse and the patient and nurses need to be able to communicate effectively in order to be able to build this relationship.   A full assessment needs to consider how the patient was before they became ill or hospitalized in relation to their medical diagnosis as well as how the patient was dealing with it, how they are now, what is the change or difference if any, do they know what is causing the change, what if anything they are doing about it, do they have any resources now or have they have in the past to deal with the problem (barrett et al). RLT (2008) state that there are 5 factors that influence the 12 activities of living which are biological, psychological, sociocultural, environmental and politicoeconomic, these may not all have an effect on each patient but all need to be taken into consideration.The more information gained in the assessment process the easier the other steps will follow. RLT (2008) suggest that assessing is a continuous process and that further information will be obtained through observations and within the course of nursing the patient. At the end of the initial assessment the nurse should to identify the problems that the patient has. There are limitations to using a nursing process which are   the 12 als are often used as a list as part of a core care plan and are not always individualized Walsh (1998) argues that the 12 activities of living may just be used as a list which could result in vital information being missed which could be detrimental to the patient. The Nursing and Midwifery Council (NMC 2008) states a nurse is personally and professionally accountable for actions and omissions in practice and any decisions made must always be justifiable. There are many benefits to using a nursing process it is patient centered and enables individualized care for each patient. It also gives patients input into their own care and gives them a greater sense of control it is outcome focused using subjective and objective information which helps and encourages evaluation of the care given. It also minimizes any errors and omissions. When I carried out the assessing stage on mabel I did this using the 12 activities of living as suggested by Roper et al (2008) but this was used too much like a checklist. I didn’t gather enough information in order to be able to do the best plan of care possible for her although I don’t feel this could have been detrimental to the care she received it needed more information than I had. I also found it difficult deciding which information should go where so I ended up repeating information in more than one of the 12 als, Which although this wouldn’t have made a difference to the planning of the care plan there was too much irrelevant information which could mean that it wasn’t read thoroughly just skimmed over as it would take too much time. As I am inexperienced in doing this I realized when writing the care plan that there were many questions that I didn’t ask so there where many parts that could not be filled in. I also didn’t gather eno ugh objective data for certain parts so I didn’t have   any evidence that the care had worked or how effective it had been. If using ASPIRE rather than APIE the next stage would be systematic nursing diagnosis where a nursing diagnosis is established which differs from the medical diagnosis but the two do overlap (Barrett et al 2009). The nursing diagnosis takes into account the medical diagnosis as well as the holistic needs of the patient considering their biopsychosocial and spiritual needs (Hinchliff et al 2008) and the effect these may have on the patient and how they deal with their illness. The next part of the systematic diagnosis is to establish baselines of where the patient is now in relation to the 12 als and their illness and set goals accordingly in collaboration with the patient in a way in which they understand (Barrett et al 2009). Planning The next stage of the nursing process is planning this is where all the information gained in the assessment part to plan the care of the patient. The planning stage of the process is where achievable goals need to be made through discussion with care givers and the patient or the patients representative. Kemp and Richardson (1994) Suggest that ‘One of the advantages of goal setting is that it can act as a stimulus for the patient’ and encourages them to work towards this. The plan of care is to solve the actual problems the patient has and to prevent potential problems from becoming actual ones, it also aims to help the patient cope with their illness in a positive way and to make them as comfortable and pain free as possible (RLT 2008). Marriner (1983) states that ‘The patient should be included in the planning of his nursing care’ goals set need to be agreed with nursing staff, the patient and the patients relatives or representative although some of them will be more focused towards the patient and some of them will require the expertise of the nurse. Individualised care aims to have the best possible outcome for the patient by educating the patient and involving them in their care. There are disadvantages to providing individualized care one of these being the time it takes to write the care plan which is why core care plans are often used but Roper et al (2000) say that these can be used effectively when used appropriately such as in post-operative care. Although when using core care plans it is important not to standardize care as patient react differently to illnesses and treatments. Faulkner (2000) Suggests that one of the benefits of using a core care plan is that potential problems can be foreseen. The more information gathered in assessment the easier the plan of care will be. The main objective of a nursing plan is to ‘provide the information on which systematic, individualized nursing can be based and individualized nursing can be based and implemented by any nurse’ (RLT 2008). Through a detailed individualized plan of care any nurse caring for a particular patient should be able to see exactly what is required of them as all the information will be recorded in the care plan.   The NMC (2008) says that nursing interventions need to be specific for that particular patient, based on best evidence, measurable and achievable. There are many different criteria for setting goals just one of these is PRODUCT which stands for, Patient centered, recordable, observable and measurable, directive, understandable and clear, credible and time related. This is just meant as a way of helping nurses to set goals by giving them guidelines to follow (Barrett et al 2009). When planning care a great emphasis needs to be based on the dependence/independence continuum which will have been established in the assessment phase. The care to be given will encourage the patient to get back to as reasonably possible or as close to where they were on the continuum as they were before they were admitted to hospital. Planning also needs to take into account the resources available to implement the care as they need to ensure that the care they are planning is achievable and will not be compromised by lack of resources or a shortage of nursing staff (Roper et al 2008). When I did a plan of care for mabel it quickly became evident how inexperienced I was. I didn’t gather enough information in the assessing period to be able to do an effective plan of care. I also didn’t know how achievable the goals where as I wasn’t aware of how long they would take to improve or if they where achievable or not, I also found it difficult determine which problems were interrelated and as a result tried to link anxiety in with another problem when in fact it was a problem on its own. I was able to write the needs statements effectively that were not long but on a couple of these the influencing factors were missed out which would be necessary when providing holistic care. Planning care for a patient requires a great deal of knowledge in the chosen specialty which is why it must be carried out by a qualified member of staff or a student under supervision. Implementation Implementation is the next part of the nursing process and where all the goals which were set in the planning stage are put into motion and the goals can start to be achieved through nursing and medical interventions. ‘Implementation is the actual giving of nursing care’(Marriner 1983).This is done with nursing staff, the multidisciplinary team members involved in the patients care such as doctor, dieticians and physiotherapists and the patient themselves in order for the patient to be able to return to how they were previously before they were admitted to hospital. The plan of care will be specific to the particular patient and will focus on the biopsychosocial aspects of the patient (Marriner 1983) and how these will affect the patients ability to carry out the activities of living. Implementation also provides emphasis on individualized care which is why it is important to establish in the previous phases where they are on the dependence/independence continuum and what they are able to do now and what they were able to do before. If this hasn’t been established then it will be impossible to evaluate how effective the care has been. Individualised care is associated with how the patient did things before such as how the person carries out the ALs and how often they carry these out. An example of this would be when carrying out the AL of personal cleansing and dressing to individualise the care it would be necessary to have determined in the assessing stage how the patient usually did this and how often it wouldn’t be individualized if in the care plan it was stated that they got a shower every morning if at home they only did this once a week. The NMC (2008) state that nurses are required to ‘Make the care of people your first concern, treating them as individuals and respecting their dignity’. Core care plans may be used in certain situations this can provide a greater level of care as potential problems can be foreseen if related to a certain problem on the other hand it is also important not to standardize care as patients react differently to different illnesses and treatment. (Faulkner A, 2000). In order to deal with certain problems or situations people often develop coping strategies which can be either adaptive or maladaptive. Adaptive coping strategies are usually helpful to the patient whereas maladaptive ones could be detrimental to their health such as smoking or drinking, the patient may feel this helps them to deal with a present situation but it is actually causing them harm.   Patients need to be discouraged from using maladaptive coping strategies this could be done by introducing them to adaptive coping strategies and encouraging them to change their maladaptive ones into adaptive ones. During the implementation of Mabel I found that although I was able to implement the care effectively I hadn’t recognized all of the nursing interventions needed to provide holistic care and I wasn’t fully aware of timescales of the planned care. I feel I also needed to research further into Mabel’s problems in order to gain the appropriate knowledge to provide the best care available as this would ensure that are the interventions are evidence based and best practice (NMC 2008). Barrett et el (2008) state that this is where recheck should take place which would enable the health care provider to establish how effective the plan of care is before the treatment ends this would enable them to re-evaluate the plan of care while the treatment is still ongoing and adjust the goals accordingly. Evaluation Evaluation is where the care that has been given can be assessed to evaluate the care given and whether it has worked or not. Chalmers (1986) describe that it is an ongoing and continuous process and also occurs at timed points in a formal setting. Roper et al (2000) say that evaluating care also provides a basis for ongoing assessment, planning and evaluation. There are two different parts to evaluation summative evaluation and formative evaluation. Formative evaluation is done with the patient taking into account whether they feel the care given has worked when done with consideration of the dependence/independence continuum information regarding the patients previous place on the dependence/independence continuum can be obtained from the patient, their friends and relatives as well as other health care professionals in the multidisciplinary team involved in the care of the patient. Summative evaluation is when the holistic view of the patient is taken into consideration how they feel about the treatment, whether they felt that the goals were achievable. It so where all the measureable data stated in the baselines and data received after this time is analyzed to show how effective or not the treatment has been. When evaluating care consideration needs to be given to the influencing factors such as biological factors as the bodies physical ability varies according to age the physical ability of an older person is generally less efficient, therefore the plan of care needs to take this into consideration so that when the evaluation takes place it its hoped to have been effective. A nurse needs to evaluate her patient’s status regularly for some patients this will be just once a day but for others it will be much more frequent depending on their illness and healthcare status. RLT (2008) says that evaluation must be individual to the specific patient and not just a standard goal that is related to a specific problem. If goals haven’t been achieved then it is up to the nursing staff to determine why. Maybe the goals set weren’t measureable or achievable. Parsley and Corrigan (1999) say that if goals haven’t been measureable or achievable then new goals need to be set. It could also be that the nursing interventions were not successful in which case new interventions should be set. There are also legal and ethical issues that may have an impact when evaluating care The Nursing and Midwifery Council (NMC 2002) state you must obtain consent before you give any treatment or care. If consent wasn’t gained then the care to be implemented wouldn’t have been effective and goals will not have been achieved. Through my evaluation of Mabel it was evident that I did not require all the information to do a comprehensive plan of care. Although I did set baselines which meant I could compare data I wasn’t experienced enough to set goals to the correct timeframe I also didn’t obtain enough measureable information in certain problems to be fully able to assess how effective or ineffective the care had been. Had I had more experience I feel that the evaluation wouldn’t be a problem.   Evaluation requires checking and rechecking in order to see the effectiveness of the care delivered. It requires knowledge and expertise to be able to effectively evaluate and amend the goals and interventions set as necessary. The whole care planning process took me a long time and I still was not very good at certain aspects of it. When setting goals a lot of detailed information is required in order for the plan of care to be effective so I can now understand why it is necessary for a trai ned member of staff to carry out the task. Conclusion This assignment has shown that when used together the nursing process and the nursing model provide a good basis to providing care. It sets out a systematic approach to providing care. Care needs to be set out in a way that both the nurse and the patient know exactly what is happening as well as any other health care professional in the multidisciplinary team providing care for the patient. It has also shown that involving patients in their care enables them to feel they are part of the team and are more likely to help themselves with their care. Reference list Sutcliffe E 1990, Reviewing the process progress. A critical review of literature on the nursing process. Senior Nurse, 10(a), 9-13. Applying the Roper-Logan-Tierney model in practice 2008 Elsevier ltd. Roper N, Logan W, Tierney J (2008) The Roper Logan Tierney model of nursing, Churchill Livingstone:London. Dimond, B. (2008) Legal Aspects of Nursing, 4th ed. Harlow: Pearson Education. Barrett D, Wilson B, Woolands A (2009) Care planning a guide for nurses: Pearson, Essex. Faulkner A (2000) Nursing The reflective approach to adult nursing. Stanley Thornes: Cheltenham. Hinchcliff S, Norman S, Schober J (2008) Nursing practice and healthcare 5th ed. Edward Arnold:London. Holland K, Jenkins J, Soloman J and Whittam S (2004) Applying the Roper, Logan, Tierney model in practice, Churchill Livingstone:London. Kemp N, Richardson E (1994) The nursing process and quality care p38. Arnold:London. Peate I (2010) Nursing care and the activities of living 2nd ed. Wiley-Blackwell: West Sussex. Roper N, Logan W, Tierney A (2000) The Roper, Logan and Tierney model of nursing. Churchill Livingstone: Edinburgh. Yura H, Walsh M (1983) The nursing process: Assessment, Planning, Implementing, Evaluating. Appleton Century: Crofts Norfolk. Cook S (1995) The merits of individualized measures within routine clinical practice. . dh.gov.uk/en/Healthcare/Longtermconditions/DH_093359(2009) (29/04/11) Alfaro R (2002), Applying the nursing process: Promoting collaborative care 5th ed. Lippincott: London. Moseby’s Medical Dictionary (2009), 8th ed, Elsevier. nmc-uk.org/Nurses-and-midwives/Advice-by-topic/A/Advice/Accountability/[Date Accessed 11/04/2011]. McCormack B, Manley K and Garbett R (2004) Practice Development in Nursing, Blackwell Publishing, Oxford. Atkinson L Murray E, (1995), Clinical guide to care planning, McGraw, Oxford. NMC (2002), The NMC code of professional conduct, Nursing and Midwifery Council Publications Marriner A (1983) The nursing process. Ascientific approach to nursing care p170, Mosby:London. nmc-uk.org/Nurses-and-midwives/The-code/The-code-in-full/ Barrett D, Wilson B, Woolands A (2009) Care planning a guide for nurses: Pearson, Essex. nmc-uk.org/Nurses-and-midwives/Advice-by-topic/A/Advice/Consent/ dh.gov.uk/handwashingtechnique Date accessed 11/04/2011 nursingtimes.net/nursing-practice-clinical-research/aseptic-non-touch-technique/206134.article dbh.nhs.uk/Library/Patient_Policies/PAT%20T%2032%20v.1%20-%20Aseptic%20Non%20touch%20Technique%20policy.pdf

Fluid management in dialysis patient Essay Example | Topics and Well Written Essays - 6000 words

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Microeconomics - Coursework Example It has brought drastic change not only in the mode of business activities, but also communication. It has changed every aspect of human life from studying, working to shopping and socializing. Therefore Internet services have proliferated in every part of this world and its demand is growing every day. Internet services supply in rural areas In this era of the Internet, it has become obvious that sound knowledge of Internet services can lead to success in business, education, research and other avenues. Therefore the demand of the Internet has become high even in rural areas and in every domestic household. The availability of Broadband (high-speed) services has brought revolutionary changes in the demand of Internet services. It is important that the supply of Internet remains equal in all areas. Prieger (2003) has surveyed and concluded that the supply of broadband services is not equal in all areas and there is low availability of the services in rural areas inhabited by poor and minority communities. The other result of this survey is that low supply of Internet in rural areas is due to the low demand in these areas because of market size and low knowledge of computers. A study has construed that broadband services will be unavailable in almost 12 percent of U.S. households because of lack of demand whose one contributory factor is the cost of Internet services (Prieger, 2003, p.347). ... The key factor here is the cost of providing Internet broadband services. In urban areas, due to improved infrastructure and more usage of phone services than rural areas, the supply cost of broadband is low. This makes it convenient for service providers to supply Internet services in rural areas; hence household income is not the considerable factor here (Prieger, 2003, p.359). Moreover, in a developed country like UK, the rural population being considerably lower than urban population, the former does not guarantee high return on investments that need to be made on creating a next-generation broadband. Therefore, it is estimated that almost 33 percent of UK homes will not be supplied with fast broadband services from big internet providers without financial backing from the government. As recently in 2011, there has been an allocation of ? 363 m to develop the broadband services in rural areas of England and Scotland. This is however not considered as sufficient amount to bridge t he supply gap between domestic broadband users and non-users. For instance, Berkshire which has been allocated ? 1.4 m is not likely to receive supply of fast broadband services because it consists of only 8 percent domestic users (Rural Broadband funding ready for England and Scotland, 2011). Household demand of Internet broadband service In America, as part of FCC (Federal Communications Commission), Rosston et al. (2010) have conducted a survey in 2009-2010 to determine the level of household consumer demand of different aspects of the Internet broadband service. A major consideration during this survey was consumers’ eagerness to pay for improved services of eight features of Internet service.

advertisements concerning attention, cognitive learning and motivation

advertisements concerning attention, cognitive learning and motivation 1.0 Executive Summary This proposal examines broad areas of issues in advertisements concerning attention, cognitive learning and motivation in messages as problem in the communication field. The first section elaborates about that background of advertising, followed by the definitions of problems. In the later section, an integrated oriented literature review of previous research conducted will give a short insight of the methods and social research that were carried out. In section 4.0, the objectives of the proposed study will give the highlights what the study can obtain and follow by the methods of research, data collection and analysis. The summary of the proposal is included in the section 6.0, which is the conclusion. 2.0 Background To The Problem 2.01 Advertising Belch and Belch (2004) defined advertising as space or time that is bought by an identified sponsor to use any form of nonpersonal communication elements (e.g., television, radio, magazines, or newspapers) to deliver messages to a large number of individuals of potential consumers, frequently at the same time about an organisation, product or service (Belch Belch, 2004, pp16). Wells, et al (2003) alleged that advertisements strive to satisfy consumers objectives by engaging them and delivering a relevant message. Hence, the consumer may remember the advertisement if it is sufficiently entertaining and possibly learn to relate the advertisement to personal needs. Furthermore, the information extracted from the advertisement may provide incentive and reinforce the consumers decision. Whilst from the advertisers perspective, the definitive objective of placing an advertisement is to persuade or influence consumers to do something. The advertiser aims to move consumers to action by attaining the consumers attention, seizing their interests for a period of time to convince the consumers to change their behaviours, try the advertisers product or build brand loyalty (Wells, el at 2003, pp.5). According to Wells, et al (2003) people are concerned about the society being overrun by advertisements, thus many aspects of ethical advertising issues such as advocacy, accuracy and acquisitiveness are being investigated. Hence, advertisers must make mindful decisions to either adhere or breach the codes of ethics (Wells, el at 2003, pp.30 33). 2.02 Problem Definitions Wells, et al (2003) articulate puffery as one of the key issues in advertising, which is defined as ‘advertising or other sales representation, which praise the item to be sold with subjective opinions and superlatives or exaggerations, vaguely and generally stating no specific proofs, the empirical evidence on the effectiveness of puffery indicated that reasonable people do not believe such claims whilst there are public who expects the advertisers to prove the truth of their superlative messages. Ergo, advertisers are advised to conduct necessary research that verifies facts about ethical messages for effective advertising. Advertisers and advertising agencies that have insights into the minds of the potential consumers views and evidences on their perceptions will prove to be helpful in assessing what are ethical conducts (Wells, el at 2003, pp.33 34). Wells, et al (2003) elucidate ‘subliminal messages is transmitted below the threshold of normal perception, where the receiver is not consciously aware of receiving, the embedment of messages are placed to manipulate. Research has yet to prove subliminal messages can affect behaviours due to physiological limitations, while the results in different research has shown indications that subliminal stimuli can cause some types of minor reactions (Wells, el at 2003, pp.42). This proposed research aims to examine the hierarchy of issues in advertising from the consumers perspectives, hence the research process is designated to investigate the important levels of attention, cognitive learning and motivational messages in advertising. 3.0 Literature Review The evidence from studies on advertising overwhelming indicates that additional studies are needed to cover the broad spectrum of issues concerning advertising practice. Rosbergen, et al (1997) adduce a methodology to examine the effects of physical ads of consumers attention to visuals elements on the accounts of heterogeneity, to inquire when and how consumers devote their attention to commercial stimuli and what determines the consumers attentional strategies and patterns. The proposed methodology was driven by the lack of research conducted on consumer attention, even though the importance of attention has been acknowledged (Rosbergen, et al 1997, pp.305). A growing body of research indicates that exposures to ubiquitous advertisements over a period of time have lead to increased physical dissatisfaction amongst a large proportion of women (Halliwell, el at 2005, pp. 408). Other research findings proved that women portrayed in the advertisements do not control for attractiveness. For example, Posavac, et al (1998) compared viewing fashion models with realistically-sized women ‘you might meet in everyday life. Although they do not report attractiveness ratings, they note that the attractiveness of models is accentuated by artificial means. (Halliwell, el at 2005, pp. 408) There are many theoretical reasons to expect that consumer reactions to advertising are affected by their response to the program or print material in which the advertising is inserted. Indeed many studies have looked at the impact of media context on the effectiveness of advertising. At present, however, two major issues arise with this literature. One concerns the need for more specific theories about how media context can affect advertising as well as the other relates to when context affects advertising positively and when it affects it negatively. (Halliwell, el at 2005, pp. 408) Researchers increasingly recognise the interest in on the psychology of consumers has been steadily on the rise. Much of this research has focused on changes in information processing (e.g., Roedder-John and Cole 1986). The research indicates that, consumers of different ages have different level of susceptibility to misleading advertising (Gaeth and Heath 1987) and the truth-inflating effects of repetition (Law, Hawkins, and Craik 1998; Skurnik et al. 2005). The research has shown evidences that consumers of younger age rely more on schema-based whilst older consumers adopt detailed processing strategies. However, aging also has important effects on motivational processes that can significantly affect information processing. In particular, aging is associated with an increase in the motivation to attend to emotional versus factual information (e.g., Labouvie-Vief and Blanchard-Fields 1982; Williams Drolet, 2005, pp.343) Williams and Drolet (2005) conducted their first study on how time horizon perspective affects older and young adult consumers attitudes toward and recall of emotional (vs. rational) appeals. The experiment 1 design was a 2 (age group: older vs. young) x 2 (appeal type: emotional vs. rational) x 3 (time horizon perspective: limited vs. expansive vs. control). In control conditions, where the researchers were expecting age to interact with appeal type that: (1) older participants will have more favourable attitudes toward and better recall of emotional (vs. rational) appeals and (2) young participants will have more favourable attitudes toward and better recall of rational (vs. emotional) appeals (Williams Drolet, 2005, pp.345). Additionally to expectation time horizon perspective to moderate the above effects such that in limited time horizon conditions, where researchers anticipate young participants will show increased attitudes toward and recall of emotional (vs. rational) appeals. In expansive time horizon conditions, Williams and Drolet (2005) look at the prospect of older participants showing increased attitudes toward and recall of rational (vs. emotional) appeals (Williams Drolet, 2005, pp.346) From the analysis tested for potential differences due to the use of two different products (coffee and film), the results indicated no significant differences in results (all ps 1 .30), and analysis are collapsed across the two products. The product categories were tested to use as a potential covariate in the analysis. No effects were significant ( ps 1 .30) and were not discussed further. As expected by Williams and Drolet (2005) the findings from Experiment 1 indicated that in the control time horizon conditions, older participants had greater liking and recall of the emotional appeals whilst the younger participants had greater liking and recall of the rational appeals. Whilst in limited time horizon conditions, both older and young participants attitudinal and memory responses were higher for the emotional appeals. In contrast, in the expansive time horizon conditions, the attitudinal and memory responses were higher for the rational appeals for both groups. As an afterword for Experiment 1, which have proven that age and time horizon perspective moderate responses to emotional and rational appeals to older and young adults. The results compiled from Experiment 1 differ from results of previous research (e.g. Fung and Carstensen 2003), which had inadequate evidence.(Williams Drolet, 2005, pp.345) In Experiment 2, Williams and Drolet (2005) examine how differences in age and time horizon perspective influence consumers attitudes toward and recall of emotional appeals that focus on the avoidance of negative emotional experiences. Participants were instructed to read either a positively framed or negatively framed emotional appeal of one of two emotional products. After reading the appeal, participants were required to answer questions about their attitudes toward products. After that, participants were required to do manipulation checks and answered product use and demographic questions. Lastly, participants were asked to recall all they could about the appeal that they have read earlier (Williams Drolet, 2005, pp.349 50). Williams and Drolet (2005) tested for differences by using two emotional products (greeting cards and flowers). The analysis found no significant differences in results ( ps 1 .30). Hence, Experiment 2 have shown indications that aging and time horizon perspective impact and preferences for emotional versus rational appeals, but also preferences for different types of emotional appeals. Specifically, that avoidance of negative emotional outcomes is more preferable and has higher memory retention among both groups of older and younger participants in limited time horizon view. On the contrary, younger and older participants who had an expansive time horizon view generated were preferably higher on positive emotions and are more memorable (Williams Drolet, 2005, pp.351). Gunter, et el (2005) have preliminary evidence that can lead advertisers to believe that effectiveness of advertisements on consumers retention and comprehension of messages relies on the placement of television programs, positioning of ads in print materials or radio airtime. The nature of the advertising environment can affect memory for embedded advertising as a result of cognitive interference effects when and where the advertisement formats are congruent semantically (Furnham, Bergland, Gunter, 2002;Furnham, Gunter, Richardson, 1999) or in terms of format (Gunter, Baluch, Duffy, Furnham, 2001); or as a function of program-induced moods (Goldberg Corn, 1987; Kamins, Marks Skinner, 1991; Schumann, 1986). Arousal (Mundorf, Zillman, Drew, 199 1; Pavelchak, Antil, Munch, 1988), or excitement (Singh, Churchill, Hitchon, 1987). While unpleasant arousal or interference can impede memory for embedded advertisements, the degree to which any advertisement format involves or appeals also can affect memory (Gunter, et al 2005, pp. 1680) 4.0 Objective of Proposed Research The objective of the research is to provide advertisers and advertising agencies to have insights to create ethical, effective and efficient advertisements to publics. The collection and analysis of consumers personal information from various electronic media and tools with the advancements and improvements in the new age of technologies and research methods, advertisers are able to analyse consumers information, perception and behaviours. 4.01 Methods This study aims to investigate which element in advertising precedes primary in the minds of the consumers, by taking into account the possible role of attention, puffery and motivational messages in advertising. The use of focus group interviews allows researchers to generate information that can be used to design effective, ethical and efficient messages in advertising. Focus group interviews can provide researchers with relevant perceptions and attitudes of selected participants (Frey, et al 2000, pp.221). In addition for more insight and higher success of the interviews, four facilitators will be acquired to guide and lead the focus group interviews. The facilitators will introduce the topics; encourage participations and probes for more information. The participants will be exposed to advertisements of different materials (e.g., television commercials, radio commercials, magazines ads, or newspapers ads). The participants will be divided into four focus groups that will be videotaped and recorded with written consents given by the participants. Every participant will be asked to provide demographic information including age, gender, race, ethnicity, marital status, and religion. The members of the research team were present to greet and support the focus group, by playing the roles of complete participant, participant observer, observer participant and complete observer via listening to the discussions, and record field notes (Frey, et al 2000, pp.269). Male and female participants will be assigned randomly to 4 treatment conditions, ensuring equal numbers of 5 each gender per condition: Group 1- television commercials and magazine print ads; Group 2- radio commercials and newspaper ads; Group 3- television commercials and radio commercials; and Group 4 magazine print ads and newspaper ads. Each group will spend 30 minutes on the different advertising formats that will be played in a small theatre room that will be fully equipped with a large screen, enhanced audio systems, desks and refreshments. After observing the different formats of advertising, each group will be lead into discussions by the facilitators, where participants will be encouraged to express themselves freely about their experiences, opinions and perceptions. Before finalising the focus group sessions, participants will be given three set of questionnaires to answer. Commercials rating questionnaire. On the program rating questionnaire, participants will use a 10-point scale to rate the advertisements, which they have watch, heard or seen in the focus group session on 12 evaluative scales (absorbing, hostile, arousing, disturbing, engaging, entertaining, enjoyable, exciting, happy, violent, interesting, and involving). Each scale ranged from 1 (not at an> to 10 (extremely). Free-recall questionnaire. A free-recall questionnaire will ask participants to write everything they could remember about the advertisements that they saw. They will be required to write down the name of the product and the brand advertised, and any details of the advertising message. Such details could include specific product-related information, such as price, promotional appeals, specific strengths or benefits, presence of celebrity endorser, and other idiosyncratic features of the advertisement. Brand recognition questionnaire. A brand recognition questionnaire will test participants memory for the brands advertised in the duration of the focus group. Participants will be asked to indicate as many brands as they could remember that appeared during the focus group. Each correct answer was scored 1 point, while incorrect choices were given 0 points. 4.02 Data Collection and Analysis All the members of the research team who will engage in a series of meetings to review and compare the four focus groups coding schemes The meetings will audio-recorded, and then the selected portions of the recordings were transcribed to review dialogue through which concepts will be refined. Metaphor analysis and fantasy theme analysis can best complement the data collected from the focus groups interviews. Metaphor analysis will allow researchers to investigate into participants figures of speech in a word or phrase that denotes one object to another, while fantasy theme analysis allows participants to interact between one another and share stories and experiences (Frey, et al 2000, pp.285). The questionnaires will be content-analysed and compared against a pretested list of salient points that had been identified for each advertisement. The research will be compiled into an informal structure report written by the researchers in first-person singular voice, which signifies rhetorical assumption of naturalistic paradigm (Frey, et al 2000, pp.20). Every participant will be treated as a unit of analysis in analytic strategy to consider the participants behaviours, attitudes, perception and cognitive process. 5.0 Timeline The proposed timeline of research is as below: Week 1 Selecting Respondents Or Target Participants Week 2 Setting the environment for focus groups Week 3 Conducting Focus Group Interviews Week 4 Conducting Focus Group Interviews Week 5 Collection of Data Week 6 Compiling Of Data and Transfer Data Into Transcripts Week 7 Analysis Of Data Week 8 Compilation of Report Week 9 Compilation Of Report 6.0 Conclusion The proposed study has important social implications that can provide advertisers and advertising agencies with more concrete and overwhelming findings to help overcome the issues that are threatening the effects and impacts of advertising on individuals. Hence, the study can result in advertisers creating ethical, efficient and effective advertisements that can influence and persuade individuals with motivational messages that affect emotional appeals positively. 7.0 References Belch, G. E. Belch, M. A. 2004, Advertising and Promotion: An Integrated Marketing Communication Perspective, 6th edn, McGraw Hill, Singapore. Frey, L., Botan, C. Kreps, G. 2000, Investigating Communication: An Introduction to Research Methods, 2nd edn, Allyn Bacon, Needham Heights, MA. Gunter, B., Furnham, A. Pappa, E. 2005, Effects of television violence on memory for violent and nonviolent advertising, Journal of Applied Social Psychology, vol 35, no. 8, pp. 1680 97. Halliwell, E., Dittmar, H. Howe, J. 2005, The impact of advertisements featuring ultra-thin or average-size models on women with a history of eating disorders, Journal of Community Applied Social Psychology, vol 15, pp. 406 13. Jacoby, J. Hoyer, H. W. 2002, Viewer miscomprehension of televised communication: Selected findings, Advertising Social Review, viewed 16 October 2009,http://muse.jhu.edu.ezproxy.lib.uts.edu.au/journals/advertising_and_society_review/v001/1.1jacoby.html Rosbergen, E., Pieters, R. Wedel, M. 1997, Visual attention to advertising: A segment level analysis, Journal of Consumer Research, vol 24, pp. 305 -15. Wells, W., Burnett, J. Moriarty, S. 2003, Advertising: Principles and Practice, 6th edn, Prentice Hall, New Jersey. Williams, P. Drolet, A. 2005, ‘Age related differences in responses to emotional advertisements, Journal of Consumer Research, vol.32, pp. 343 55.

Analysis of Montana 1948 by Larry Watson Essay -- Montana 1948 Larry W

Analysis of Montana 1948 by Larry Watson In Montana, the summer of 1948 held a series of tragic events which were to have a permanent and decisive impact on David and his parents. This chain of events were to turn David’s young life and that of his family upside down forever and which was to so angrily lead him out of childhood, destroying his innocence and youthful naivety in the process. However, David’s shocking revelations lead to his painful gaining of wisdom. When David’s story begins, we learn that his life is a stable and happy one, and his present family are close and loving. It is this very stability though, combined with the respect in which the much loved and admired Frank is held by both the townspeople and David, that make the events which occur suddenly and with increas...

How Does a Type of Media Shape the Future of a Given Society? Essay

Any communications mass medium has three primary functions: to inform, to educate and to influence. These primary functions contribute in shaping a given society. In the context of community organizing, there is a triad of an ideal society. In order to develop a society, there must be justice, participation, and empowerment. At the heart of the triad is human dignity. The triad depicts a development vision. It guides both the community organizers and the participants to mold and execute a collective action into shaping their society into an organized and influential community, based on justice, equality and mutual respect. Media can play a crucial role in the process of shaping a community, a society. The process of shaping is challenging and wide-ranging. In other words, there are many and varied hows. But, a society, must first determine its whys. Why should the people shape their community? The answers can also be varied but they all boil down to the essential characteristics of any given society. Every society evolves. Development goes along with the process of evolution. Once every member of a given society is deeply moved by the whys, s/he takes action. This action, or any action for that matter, is part of the hows. His/her action may involve the media. S/he can be informed, educated or influenced by the media. Media, one of the major sectors of society, can be both an independent body and a participant in the process of shaping. As the former, media has the watchdog responsibility. For the latter, media serves as a participant by transmitting relevant information that can move the members of a society into action. Media, then, is significant. Media organizations must embody the characteristics of beings the advocates of the people they serve. They are involved in business but the public and its interests must take precedence. The public, after all, is the main consumer of the information they transmit. Now, the danger comes if a media organization becomes corrupt. It becomes dangerous if it seeks to gain more profit than public accountability. On the brighter side, if the media organization is a genuine advocate for people empowerment, it uses its available technologies to provide the public with messages that correspond to the thrusts toward development. For instance, TV remains to be the most consumed medium because far more than appealing to the sense of sight and sound, it affects emotions. Emotions are powerful. A person may be roused to anger. Anger about his/her current situation, stricken with poverty and injustice. This anger can fuel his/her desire to do something about his/her situation. Another danger, thought, is what kind of action will he/she take? Will the action be moral or immoral? Legal or illegal? The power of TV in affecting emotions of its viewers can help in shaping the society. To illustrate, here is a given and realistic scenario. The seat of the Philippine government is in Manila. Some people even call it the Imperial Manila. But what about the Filipinos from Visayas and Mindanao? At this point, media enters. It is media that informs, educates and influences the people beyond the territories of Imperial Manila. It is media that transmits information about governance and politics in and about Imperial Manila. Recently, there has been an on-going word war between Senator Juan Ponce Enrile and Senator Allan Peter Cayetano. This war is in Manila, but Filipinos outside Manila come to know about this war through the media. Filipinos, then, become divided on the issue. Some may be pro-Enrile, while some may be pro-Cayetano. Their emotions drive their opinions, as influenced by the media. Elections are fast-approaching. It will be on May 13, 2013. Through the media, every Filipino becomes introduced to political candidates without actually seeing them in the flesh. Media becomes their source in formulating their opinions. Their source may lead them to make their decisions. A Filipino from Cagayan de Oro City sees a lot of campaigns on TV. He notices one candidate because of the latter’s prominence brought about by millions-worth of TV airtime. The former is illiterate. After seeing on TV for so many time this â€Å"prominent† politician, he begins to feel comfortable. On May 13, 2013, he writes down the name of this candidate because this politician comes into his mind with a lot of ease, much thanks to TV.

The Gebusi An Interesting Culture - 909 Words

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