Gun Violence Sets A Blood-Soaked Benchmark Each Time - Free Essay Example

Sample details Pages: 3 Words: 890 Downloads: 1 Date added: 2019/03/20 Category Society Essay Level High school Tags: Gun Violence Essay Did you like this example? Gun Violence Sets A Blood-Soaked Benchmark Each Time What Can We Do? Schools are considered as homes to several students across the country in a panglossian view. The wounds of parents losing their children are on an unprecedented rise and those wounds can never be healed. Those who escaped the macabre dance of death are traumatized by the memories of their friends and colleagues mowed down in front of them. Don’t waste time! Our writers will create an original "Gun Violence Sets A Blood-Soaked Benchmark Each Time" essay for you Create order Schools are places where a person learns to comport, couth, and grow emotionally and intellectually. When a person walks into the school in the morning, one should be able to reassure their family that they will be back home later in the day without having to face any danger. School- safety is supposed to be a top priority to make school a positive, healthy, safe and comfortable environment which plays a colossal role in a students life. This, unfortunately, is much more difficult to do so in our current society. Places around the country have had to face menacing situations that involve violence that causes harm and chaos in a so called safe school environment. Schools need to reassure people that their safety is paramount. A positive and safe school environment can be provided by giving mental and emotional support to students, improving the safety procedures during emergency situations, and adding precautionary equipment to the school. The mental or emotional state of a person can influence their actions a lot more than we notice. Students and teachers constantly have a lot of things to face throughout the school year and having to keep to themselves might as well cause them to do things they do not intend to do. People need to be able to share their thoughts and emotions with someone they trust, and they need to feel free to talk to them and take advice from them. Schools need to make it a habit that everyone is required to talk to the guidance counselors at least once in a month, so they would not have to deal with high-stress levels on their own. Schools should talk to the students about the importance of not hurting others as well as not getting hurt. Bullying and peer pressure are common issues t hat are faced by teenagers and this might influence them to be apoplectic. The schools need to provide support and help to people dealing with mental illnesses or emotional disturbances. The incident at Marjory Douglas High School, Parkland Florida happened because a 19-year-old named Nikolas Cruz needed mental support. If they could have provided him with that, those innocent civilians may not have had to end up in a situation like that. The disturbed human mind is sensitive and can make you do a lot of things, some of them you will highly regret. Safety procedures during emergency situations such as attacks can be modified to provide the student and faculty a better chance at survival. Classrooms can be set in a certain way to enable better safety and cause less harm. Students and teachers can work as a team to ensure everyones safety. Help from the police department is very important as well. The local police should have access to the schools layout. There should be a prior rescue plan in place in the eventuality of an attack. Classrooms have mere seconds to react before the crisis has started causing harm, and seconds are not enough for them to lock doors, shut the screens, get everyone together in a certain spot and take attendance. The schools should run through these modified procedures frequ ently to ensure that the students and the faculty are comfortable with them. Precautionary equipment can be added around the school to avoid emergency situations. Metal detectors at every entrance to the school can help keep guns, knives and other harmful things out of the school. Along with having metal detectors, having full body scans is another resort to identifying harmful equipment. Having these kind of equipment can help the school get a little more time to start the safety procedures. Having this kind of detectors can also help the school get help a lot faster than having to call for help after the attack has started causing harm. Precautionary equipment can help the school keep things under control in emergency situations along with providing a better chance of survival in unexpected events, or preventing them altogether.Schools are said to be vulnerable and yet it ought not to mean a disaster on such high scales can occur so easily. Schools should be able to protect the people under unfavorable circumstances. Vowing to arm teachers in the aftermath of a massive attack is quite a malarkey and its another rambling piece of twaddle exposing a meaningless political view. It will also not take much time for the obtuse NRA to resurface with their twisted n arrative of spreading the usage of guns. Schools can, however, provide a positive and healthy school environment by ensuring the safety of the students and the faculty and this can be done by providing mental and emotional support to those who need it, by improving the safety procedures taken during emergency situations and also by adding precautionary equipment to the school. These improvements and modifications will make a school a home again in the future just like it has in the past.

Attitudes Towards Same-Sex Marriage Essay - 1969 Words

Over the course of the last several decades, attitudes in the U.S. about same-sex marriage have been shifting from conservative to more liberal. Many factors such as change in attitude of older generations, as well as wider acceptance among younger generations, have contributed to this shift in outlook. But even with the support the gay and lesbian community has been gaining, many still oppose same-sex marriage and rights’, and most states still ban the legalization of it. Even with all the opposition though, within the next thirty years, acceptance of same-sex marriage will continue to grow resulting in changes in law that allow for same-sex marriage in most states. Even though same-sex marriage is illegal in most states, the trend in†¦show more content†¦If this upward trend continues the way it has thus far, the majority of Americans will soon be supporting same-sex marriage well before this decade is over. So why have recent generations been recently experiencing a change in attitude toward the issue? Experts believe both current younger, as well as older generations, have both been transforming from a more conservative mindset to a more liberalized mindset due to exposure to gay and lesbians and various cultural events that have been brought to light in recent decades (Madrid Rice, 2013, p. 46; Baunach, 2011, p. 350). Older generations, who had not previously had much contact or knowledge of homosexuals in the past, have now become more comfortable with them because of the exposure gays and lesbians have in modern society. More and more gays and lesbians have become open about their homosexuality to the general public in recent decades, giving heterosexuals more exposure to homosexuality that they previously might not have been exposed to. This exposure could have lead them to dispel any myths, preconceived notions or even unwarranted fear of what they did not know. Additionally, various cultural and entertainment events have been brought to the spotlight also adding to this exposure. The AIDS/HIV pandemic, court cases and legislation such as â€Å"Don’t Ask, Don’t Tell†, the murder of Mathew Shepard- an openly gay man in conservative Wyoming, and television and movie entertainment suchShow MoreRelatedThe Issue With Same-Sex Marriages1568 Words   |  6 Pagesdebate about the issue of same-sex marriage. For many, it is one of the fundamental human rights to love and marry whomever one chooses. Others feel that this right should be ruled by certain moral codes and restrictions in order to maintain the basic moral fabric of Western society. Today, many critics who advocate for the legalization of same-sex marriage across the United States do so on the grounds of the fact that it will create a more equal and fair society. Same-sex marriage, or indeed simply theRead MoreThe Issue Of Same Sex Marriage1664 Words   |  7 Pag esconclusions which declare that every generation after the Salient Generation (1928-45) is more in favor of same-sex marriage. The primary component here is that â€Å"younger generations express higher levels of support for same-sex marriage† (Mitchell). As far as reflecting the change in attitudes, the data shows that older generations â€Å"have become more supportive of same-sex marriage in the past decade† (Mitchell). In relation to Lewis and Gossett’s research, their research aligns in their claim thatRead MoreMarriage Equality For Same Sex Couples1480 Words   |  6 Pagesily Studies Interest Research Project Marriage Equality for Same-Sex Couples in Australia. Tiarne Milton Year 12, CAFS Mrs Stamoudis Table Of Contents Abstract/summary†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..3 Acknowledgments†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦4 Introduction†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..5 Review of existing research†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Read MoreArgument Analysis on Gay Marriage1483 Words   |  6 PagesAnalysis on Gay Marriage There are many controversies surrounding todays world, such as abortion, animal testing, and social reform issues. It seems that no one can come to a common agreement on the legitimacy of these topics. Personal characteristics, such as upbringing, culture, religion and ethnicity, all play a role in determining ones feelings on a given controversial issue. However, one of the most protested and discussed issues in current political debate is same-sex marriage. There is no rightRead MoreAdult Relationships And Same Sex Marriage897 Words   |  4 Pages Historically, there is limited evidence for cultures that that relied on same sex marriage as a primary relationship structure. However, currently there is growing cultural acceptance of same sex marriage and gay-affirming communities in which same sex relationships and same sex marriages experience support (Baunach, 2012). According to the 2010 United States Census, same sex households ¬Ã‚ ¬Ã¢â‚¬â€œalso called unmarried same sex partner households–grew by 80.4% between the 2000 and 2010 US Census. OneRead MoreSynthesis Paper on Gay Marriage1240 Words   |  5 Pagesarticle, â€Å"Gay marriage proposals destructive to society, Vatican official says,† is an argument against gay marriage. The author, John Thavis, claims that homosexuals are just struggling to find themselves and that same-sex marriage disrupts the normal sexuality and fertility of a couple. In â€Å"Support for Homosexuals’ Civil Liberties†, Kristin Kenneavy discusses how religious o utlooks influence a family’s beliefs on same sex marriage. The two articles show the different views on gay marriage by explainingRead MoreThe Acceptance And Tolerance Towards Gay Rights974 Words   |  4 Pagesand tolerance towards gay rights. For example, you proposed the scenario in which a woman did not want to offer her services to gay couples, and everyone in the class agreed that she should indeed be forced to offer her services. Christina even stated why do people care what other people do in their life? While listening to everyone’s opinions on gay rights, I got the impression that we are somewhat intolerant towards individuals who did not agree with gay rights. I witness this same intoleranceRead MoreThe Issue of Gay Marriages918 Words   |  4 PagesGay marriage has come to be a pressing topic in the contemporary society as more and more individuals get actively involved in discussing it. Individuals who oppose same-sex marriage are typically inclined t o bring on a deontological argument or to say that legalizing the act might bring on other issues. In contrast, people who support gay marriages focus on matters related to human rights and justice. The arguments generated by each of the sides are certainly thought-provoking and it is very difficultRead MoreLgbt Orientation And The Lgbt Community1597 Words   |  7 Pages The numerous controversial issues surrounding gays and lesbians, including same-sex marriage, adoptions, and school gay-straight alliances, have brought sexual orientation and homophobia to the front of American social conscience. Although gays and lesbians seem to be more visible in the United States and media images of gays and lesbians have become familiar, violence against gays and lesbians continues to rise and anti-gay measures are common in the political arena. However the question that AmericansRead MoreGay Marriage Should Be Legal1351 Words   |  6 Pagesfor United States, gay marriage became legal in a ll 50 states. In most states it already was but the remaining 13 became legal this year. There are many concerns regarding gay marriage, and the effects of them involve many legislative, cultural, religious and family issues. Gay marriage is controversial because a lot of people do not approve of it, they think it is immoral, unnatural, and not what the traditional concept of â€Å"marriage† really means. Opponents of gay marriage say it is only meant for

Evolution Of Forensic Psychology (300 Level Underg Essay Example For Students

Evolution Of Forensic Psychology (300 Level Underg Essay raduate) The discipline of clinical psychology is evolving. Clinical psychologists are no longer limited to couches and working out of their own offices. They are now being put in the stand in courtrooms all over the world. Not because they are on trial themselves, however. Rather, they are there to share their expertise in areas that involve an individual in legal matters. The field of forensic psychology has grown in the 21st century because courtrooms recognize the value of psychologists testimonies to help juries reach a clearer verdict. Not only that, but psychologists can help identify competence to stand trial, perform psychological autopsies and criminal profiling, and also aid in child custody cases. Like all fields in psychology, forensics has many perspectives. This walk-through of forensic psychology will discuss the history, methods, and prospects for the future of this field. Perspectives and History There is not a singular function that clinical psychologists perform in the legal system. Rather, there are many different roles and areas that they can undertake. For example, they can focus on law enforcement psychology, the psychology of litigation, correctional psychology, and forensic psychology (Nietzel, Bernstein, Milich, 1998). However, the latter is our main focus. Forensic psychology involves many different areas in which clinical psychologists can be considered experts in: competency to stand trial and criminal responsibility, psychological damages in civil trials, civil competencies, psychological autopsies and criminal profiling, and child custody and parental fitness (Nietzel et al., 1998). Methods of Intervention and Change The reason why criminal competence is necessary to establish is because according to United States law, the criminal must understand the nature and purpose of the proceedings. This is required for several reasons. First, if the defendant is competent, the results of the trial are more likely to be accurate. Second, it would be considered immoral to sentence a convicted defendant of something that he or she doesnt understand. Lastly, the whole theory behind our judicial system relies on the defendant being able to defend his or herself in court. If the defense believes the defendant was not competent at the time of the unlawful act, the defense can plead not guilty by reason of insanity. Then forensic psychologists can testify whether or not they believe the defendant is insane or not. If the defendant is found to be insane, then the judge sentences him or her to a mental institution until the judge is convinced that the defendant is ready to be released. If the defendant is not found to be insane, then the trial proceeds. Several rules have been made in determining insanity, which have changed over the years to accommodate changing standards. Such rules include the McNaughton, Durham, and ALI rule (Nietzel et al.,1998). Forensic psychologists also examine psychological damages in civil trials. One of their duties is to decide whether these damages were due to the tort, which is the wrongful act that causes harm to an individual. The psychologist performs assessments similar to regular clinical assessments that include social history, clinical interview, psychological testing, and available records. After the assessment, the expert decides if the psychological damage was present before the tort, or if it occurred due to the tort. Another duty of forensic psychologists is to examine workers compensation cases. They must decide how long the worker needs to recover from mental damages that their work-place may have caused. Similar to the tort cases, the expert must discover whether the injury was due to the place of employment or if it was already present (Nietzel et al., 1998). .u8ecee4fc2d8a915b824b2c1acd005320 , .u8ecee4fc2d8a915b824b2c1acd005320 .postImageUrl , .u8ecee4fc2d8a915b824b2c1acd005320 .centered-text-area { min-height: 80px; position: relative; } .u8ecee4fc2d8a915b824b2c1acd005320 , .u8ecee4fc2d8a915b824b2c1acd005320:hover , .u8ecee4fc2d8a915b824b2c1acd005320:visited , .u8ecee4fc2d8a915b824b2c1acd005320:active { border:0!important; } .u8ecee4fc2d8a915b824b2c1acd005320 .clearfix:after { content: ""; display: table; clear: both; } .u8ecee4fc2d8a915b824b2c1acd005320 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u8ecee4fc2d8a915b824b2c1acd005320:active , .u8ecee4fc2d8a915b824b2c1acd005320:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u8ecee4fc2d8a915b824b2c1acd005320 .centered-text-area { width: 100%; position: relative ; } .u8ecee4fc2d8a915b824b2c1acd005320 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u8ecee4fc2d8a915b824b2c1acd005320 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u8ecee4fc2d8a915b824b2c1acd005320 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u8ecee4fc2d8a915b824b2c1acd005320:hover .ctaButton { background-color: #34495E!important; } .u8ecee4fc2d8a915b824b2c1acd005320 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u8ecee4fc2d8a915b824b2c1acd005320 .u8ecee4fc2d8a915b824b2c1acd005320-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u8ecee4fc2d8a915b824b2c1acd005320:after { content: ""; display: block; clear: both; } READ: Education After School Essay Civil competencies deal with whether or not a person is able to understand information that is used to make decisions and then act accordingly. Examples include whether a person is capable of managing financial situations, or if he or she is able to choose or refuse medical treatment. Scholars have agreed that four abilities are necessary to make decisions competently: understanding information pertaining to the decision to be made, applying that information with concern to the consequences of the decision, thinking rationally to evaluate strategies, and the communication of the decision. It is up to the clinical psychologist to determine if the person is making a rational decision by means of .

Tv Advertising vs Online Advertising free essay sample

According to Waterman et al (2009) Internet advertising remains small, but is growing even more quickly than multinational television advertising. With the wide reach and easy access to the internet as a media and the various paid product reviews available on the internet (Kerchief,2009), it has become important for advertisers to understand what drives the consumer to pay attention to one media more than the other, and the factors which affect recall. Is it just based on needs or does the trust generated by an advertisement affect consumer perception of the product or the brand?Advertising today is based on what the consumer needs, the advertisers then make an effort to convert the need into a wanted by the means of an advertisement which allows them to retain the consumer and generate a certain level of recall and brand value. The advertisers do this by trying to understand the consumers needs and their goals. We will write a custom essay sample on Tv Advertising vs Online Advertising or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page They make the consumers feel they can achieve their goals by using the product by portraying the product in such a way which is reflective of the target nonusers perception of desired self (Coffman and Kane, 2007, peg 87). The fact that consumers have a choice, even in terms Of the advertising they want to be exposed to, has to be taken seriously by researchers. Therefore the medium which is used to reach to the audience and its effectiveness in terms of the trust of the consumer in the medium and the recall it generates is of immense importance (Coffman and Kane, 2007, peg 13). Deducted (1996) suggests that most exposures to advertisements are made when the consumer is not actually shopping for the products, thus they are a waste.Therefore the advertisers now focus on the interactive element of advertising which gives them the scope to get the consumer to revert back to the company and 4 build a long term relationship with them. With the growth of internet advertising the advertisers have more opportunities to reach out to the consumers and get them involved (Evans, 2009). This study is aimed at consumers who are well exposed to the television and internet as advertising media. This study has been und ertaken to understand the factors which motivate people to pay attention to the various types of advertisement in a particular media. The study looks to understand the consumers take on which media works for them better in terms of recall and trust. Wang et al (2002) suggest that it is important to understand that the consumer is not passive and evaluates their need satisfaction before purchasing a product, thus advertising needs to ensure that it should not only be able to gain the consumers attention but also gain their trust in order to convert the curiosity about a product or service into a successful enquiry for the product.Nelsons Online Global Survey (2009) shows that people trust television advertisements more as compared to online banner advertisements, although the degree of trust in online reviews is much higher than that of trust in television advertisements. The survey suggests that all over the world 61% people trust television advertising, whereas in Europe 49% completely or somewhat trust television advertising. The Global average for trust in online media is 41 % whereas the trust in Europe is 36%. Stone (1999) suggests that internet allows not only two way communications but also scope for a commercial transaction; therefore it is easier to convert advertisements into business transactions online, thus increasing value to customers who would otherwise place their orders on the phone or visit a store. The Nelsons online consumer sunny (2009) suggests that two thirds of the global consumer thinks that advertising allows the consumers to make more informed choices. The survey also suggests that the highest trusted form paid advertising is signed up e-mails followed by brand sponsorships. Consumer trust is often subjective based on familiarity with the brand and the medium and the security of the consumer, apart from the perceived risk. (Ha , 2004). It is thus important to understand how these factors lead a nonuser to perceive the relevance of a particular medium particularly internet. Another important factor is the value of the information passed on to the consumer as it is one of the main functions of advertise inning 5 (Kettle et al 2009).The relevance and the accuracy of the content contribute to the trustworthiness of an online advertiser. (Abeles et al, 1999). The way the content is presented also often aids recall. The consumers find advertisements with comic content easier to recall in both television and online advertising, although the television advertisements are more engaging Han online advertisements based on comic element, emotion and the informational content. (The Nelson online consumer survey,2009). This study has been conducted based on a combination of secondary and primary research.The secondary research has been used to understand the already existing data and expert opinions of the researchers related to online and television advertising in order to build a foundation for the research. Further a survey and In depth Interviews have also been conducted to understand the following: Which media is preferred better by the consumer? Which types of online advertisements are more popular? Is online advertising more specific and informative? Does television advertising motivate the consumer to buy the product? What are the tangibl es that a consumer notices about a television advertisement?What factors aid recall in both Television and Online Advertising? The data has been collected and systematically analyzed, based on which conclusions have been drawn. The study also has some limitations and managerial implications which have been discussed later. 1. 2 AIM The study aims to understand the consumer perception of the current television and online advertising. It aims to understand which form of advertising do consumers prefer 6 and also establish the reasons as to why consumers prefer one form of advertising over the other. . 3 OBJECTIVES OF THE STUDY The objectives for the study are as follows: To understand consumer preference between Television advertising and Online advertising. To establish grounds based on which consumers may prefer one form of To understand the factors which enhance consumer recall and trust in Television and Internet 2. LITERATURE REVIEW In order to understand how consumers perceive advertising on television and on the internet, it is important to understand how consumers perceive advertising in the first place. The literature review forms in this study forms the basis for conducting primary research. The work of various authors has been studied, reviewed and analyses in order to gain insights on what have been the trends of consumers till now relating to television advertising and internet advertising. The literature review also studies the scope in television and online advertising. 2. 1 CONSUMER PERCEPTION OF ADVERTISING Advertising by definition is a structured and composed, non personal form of communication of information. Most advertising we see, in most mass media a s consumer oriented.The focus of all of it is to drive the end consumer to purchase the product or service (Arena, 2006). Literature suggests that advertising is not necessarily seen with keen interest, unless what is being advertised is of value to the consumer. Whether its television watching or 7 internet browsing, there are multiple activities carried out by the consumers, especially in order to avoid the commercial breaks and in case of the internet, consumers have the free choice to close the advert all together or to skip it (Blunder Blunder 1 996; Coffman and Kane, 2007).It is important to track consumer attitudes towards advertising due the cumulative effect the consumer attitude can have on the exposure, attention and reaction that consumers have towards any particular advertisement. (Alit Paragraph, 1 999) Blunder Blunder (1996) in their book advertising in a multimedia age mention that with the advent of globalization, the new media particularly internet provides a platform for advertisers to send out a globally uniform message across various cultures without many extra costs. Key roles of Advertising to the consumer Information Entertainment Every day culture Figure 1According to a report of Advertising Standards Authority prepared by Retells and Hutchinson (2002) the consumer views advertising to be a part of daily life, in the absence of which life could be dull and boring. According to this report the consumers perceive advertising to have the following roles: Everyday Culture: Advertising today blends into the daily life of people, by creating needs and wants in their minds. Advertising also generates views of how 8 people want to be seen in the society and forms the basis of self image. This fact mentioned by Retells and Hutchinson (2002) is also backed by the hero of Self -Perception (Coffman and Kane, 2007) which states that the consumer observes and makes judgments about their own behavior and choices. In case a decision works in their favor they would attribute the success to themselves and incase it does not they would attribute it to the source. Marketers use the theory of Self Perception using the Attitude towards the ad model of consumer behavior given by Coffman and Kane (2007).The authors state that the consumer forms various feeling and judgments based on the exposure to an advertisement which in turn affect he consumers attitude and their perception towards a brand based on what it could make them look like or what it would deliver to them. Entertainment: Retells and Hutchinson (2002) in their research found out those 2 things which drive consumers towards advertising especially in terms of television advertising is that firstly they are high on entertai nment. The consumers today feel that the advertising is very clever and the consumer has to pay attention to get to the message.Another feature which consumers enjoy is humor which seems to make its way into the consumers mind. This hero is relevant for both Television and Internet advertisements which try to work on the emotional appeal. Tony Yeshiva (2006) in his book Advertising states that humor when integrated well with the brand messages and imagery with an element of surprise is seen to enhance attention, credibility, recall, evaluation and purchase intention as shown by various researchers. (Weinberg et al, 1995; Cline et al, 2003; Alden, Musketeer Hoer, 2000).Information: consumers value the information provided by advertising and prefer advertisements which inform them about new products or offers or rises of products rather than just acting as reminders of the brand (Retells and Hutchinson, 2002). Tony Yeshiva (2007) in his book Advertising talks about the Informational function of advertising and states that the advertising focuses on keeping the customer informed, the information itself could be for a new product to a new user, for an old product to a new user, new uses of an old product etc. 9 based on the purpose of advertising.According to the Nelson online global survey (2009) on Advertising, by providing information advertising allows consumers to make better choices. Apart from that advertising delivers ales such as public service economic opportunities and creating value for customer via competition. It is at the same time important to understand what the consumer perceives of different t media which advertisers use. According to various authors despite consumers]s opinion of it being intrusive, Television remains the biggest medium for advertising. (Kerchief, 2009; Tony Yeshiva, 2006; Retells Hutchinson, 2002).According to Kerchief (2009) in the time Of recession where every form of advertising is seeing a downfall, it is only internet advertising that has seen growth. Kerchief (2009) in her work also mentions hat interactive advertising on platforms such as social networks, gaming mobiles, online videos and websites holds the key to the future of advertising. Thus it can be said on the understanding of the work of authors mentioned above that consumer attitudes towards advertising are based on their day to day preferences, way of living and culture. 2. THE GROWTH ONLINE ADVERTISING With the growth of new media the advertising is moving from the push concept of marketing towards the pull concept of marketing (Blunder Blunder Blunder Blunder, 1996). According to Corey (2005) pull strategy s designed to generate underscore response. It is used as a tool Of trust building interactive form of communication which leads to the consumer pulling the products through channels. Corey (2005) also states that Pull strategy has often been seen to establish a brand identity and personality, by allowing the consumer to interact with the brand.Blunder Blunder (1996) suggests that the advertising in the new media, particularly internet focuses on three main elements: 10 Communication: the message should be clear and innovative represented to gain consumer attention and retain it as well. Information: the information provided should be relevant and easy to understand and should motivate consumer response. Service: there should be sources of instant set-vice available in order to cater to any consumer interaction.The authors (Blunder Blunder, 1996) mentions in the book Advertising in a Multi Media Age, that it is important to deliver the above three elements to the consumer as with the growth in technology the communication is now on a one to one basis. The consumer engages with the message directly due to its constant availability and no space or time constraints. This also works to the advantage of advertisers as they are able to keep a tab on consumer responses and the message can be altered easily and widely sent without compromising on content.The authors suggest that the success of online advertising is based on the level of involvement it is able to generate with the consumer rather than the exposure. With its wide reach and scope for interactivity, online advertising can lead to serious branding activities. Previous researches have shown that consumers find advertising on the internet both informative and entertaining; however the consumer focus mains on the informative element of the advertising (Deducted, 1996; Ditz et al, 1996; Meta and Siva, 1995). Advertising on the Internet is a great source of income for web based business. And with further growth predicted for internet, it is growing into a global phenomena reducing the cost and increasing the effectiveness of advertising by allowing the marketers to target the consumers who are interested in their products and services and are more likely to act on the advertisements they are exposed to. (Evans, 2009) Online Advertising revenue has increased from 8. Billion dollars in 2000 to 21. 2 billion dollars in 2007.