Plastic Bags - Good or Evil free essay sample

You ought to be sickened by your activities, by what you’re tossing, by what you’re utilizing. Plastic packs are the motivation behind why New Zealand will soon not be alluded to as the spotless, green and earth neighborly nation. Do you realize what number of plastic sacks you devoured after 3 excursions to the general store? I’ll disclose to you†¦On normal you gather 60 sacks. May I ask you, what are you going to do with every one of these sacks? You’re likely thinking†¦ I’m simply utilizing plastic sacks what’s the serious deal, what’s the issue. Today I’ll teach you on why not to utilize plastic sacks, why marine life is at serious risk and what you can do to support the earth. Right off the bat, what is the issue in utilizing plastic packs? Plastic sacks are produced using oil, which is a non-inexhaustible asset. This makes each plastic sack you discard, a WASTE. We will compose a custom article test on Plastic Bags Good or Evil? or on the other hand any comparable subject explicitly for you Don't WasteYour Time Recruit WRITER Just 13.90/page The plastic packs aren’t the main thing you’re squandering, you’re squandering the assets it is produced using. Can’t plastic packs be burned to the ground? They can be burned to the ground, emanating loads of poisonous gases in the climate prompting air contamination. Subsequently consuming plastic packs isn’t safe. Plastic packs are photodegradable. What is photodegradable? When something is photodegrading it implies it is being separated into littler pieces with the assistance of daylight. This procedure can take 500 years for just 1 plastic pack to be separated. Did you realize New Zealanders use around 3,000,000 plastic sacks a day and this prompts 1 billion packs every year! Thus I firmly recommend plastic sacks aren’t the most ecologically neighborly method of conveying objects. At the end of the day plastic sacks ought to be restricted in New Zealand. Also, Marine life endures due to what you do! You litter, squander and don’t assume liability of your activities. At the point when the procedure of photodegrading happens the plastic is separated. In this way the little pieces presently contaminate the dirt, lakes and streams. Marine life gets harmed on the grounds that they stifle on the small amounts of plastic as they are truly artless. They botch the plastic as food and run to eat it that causes passings. At the point when a plastic pack is littered it winds up in water, when this happens marine life gets trapped taken care of and winds up in suffocation and DEATH ! Presently do you figure the utilization of plastic packs ought to be restricted? Thirdly, what would you be able to do to support nature and marine life? At whatever point you go anyplace for shopping consistently convey eco-accommodating sacks. When you go to the general store and a worker asks you, â€Å"Hello sir, great morning madam, OK like me to place your shopping in plastic packs? † what can you say†¦. Forget about it, we’ve got eco-accommodating sacks! The following thing that you can do is do whatever it takes not to break the handles of your past plastic sacks, rather utilize a similar plastic packs again and again. In conclusion, at whatever point you discard a plastic sack think about the marine life that pass on in view of your activities, consider the condition that gets dirtied due to your obliviousness on the utilization of plastics. Don’t neglect to utilize eco-accommodating sacks any place you proceed to disapprove of plastic packs. I trust I have persuaded you in deduction the manner in which I contemplate nature and marine life. I trust you concur that we should boycott the utilization of plastic sacks in New Zealand!

Marketing Planning and Strategy (Poject)1 Assignment

Promoting Planning and Strategy (Poject)1 - Assignment Example advancements apply in the showing procedure and educational program improvement that incorporate record-breaking web network, online courseware (Blackboard), and online enlistment (PMU, 2014). PMU molds its understudies to get scholastic, social, and monetary achievers. In conceding understudies, PMU keeps the Saudi Arabian administering rules and guideline of advanced education without thought to nationality topographical beginning, or religion (PMU, 2014). Under the administration of college Deanships, PMU offers different courses and embraces the North America model that depends on the credit hour framework to esteem such scholarly projects (PMU, 2014). Besides, the college Deanships designs and executes the organization’s vital plans through the assistance of the staff, supports, the executives, workforce, government, understudies, and nongovernmental associations (PMU, 2014). Undoubtedly, the association offers grant to splendid understudies in organization with different contributors. By 2012, the association wanted to concede around 5,500 understudies where the money related guide and the education costs paid by understudies infer monetary solidness and the board in the college. PMU faces tremendous rivalry from state funded colleges like King Saud University and King Abdulaziz University (4 International Colleges and Universities, 2014). In trying to accomplish its crucial vision, the college follows a characterized advert ising plan and system. Sovereign Mohammad container Fahd University has a drawn out vision of guaranteeing that the college accomplishes an exceptional and recognized acknowledgment of turning into an advanced education organization with resultant advantages to the understudies, network, and organization. PMU looks to accomplish this by planning understudies to become future experts in different fields of human information and its application. Additionally, the college targets embracing new mechanical strategies and developments to seek after its destinations. Sovereign Mohammad canister Fahd University tries to improve and create

What Is Narrative Therapy

What Is Narrative Therapy Psychotherapy Print Narrative Therapy Overview By Jodi Clarke, MA, LPC/MHSP twitter linkedin Jodi Clarke, LPC/MHSP is a licensed professional counselor and mental health service provider with over 20 years of experience in the field. Learn about our editorial policy Jodi Clarke, MA, LPC/MHSP Updated on June 16, 2019 More in Psychotherapy Online Therapy In This Article Table of Contents Expand Origins Key Concepts How Narrative Therapy Helps Narrative Therapy Exercises Finding a Narrative Therapist View All Back To Top Narrative therapy is a style of therapy that helps people becomeâ€"and embrace beingâ€"an expert in their own lives. In narrative therapy, there is an emphasis on the stories we develop and carry with us through our lives. As we experience events and interactions, we give meaning to those experiences and they, in turn, influence how we see ourselves and our world. We can carry multiple stories at once, such as those related to our self-esteem, our abilities, our relationships, and our work, for example. Origins This approach of therapy was developed by Michael White and David Epston, two New Zealand-based therapists, who believed it was important to see people as separate from their problems. Developed in the 1980s, narrative therapy is an empowering approach to counseling that is non-blaming and non-pathological in nature. White and Epston felt it was critically important for people to not label themselves or to see themselves as broken or the problem, or for them to feel powerless in their circumstances and behavior patterns. Narrative therapy was developed with three main components in mind. The following create the foundation for the relationship between a narrative therapist and their client: Respect: People participating in narrative therapy are treated with respect and supported for the bravery it takes to come forward and work through personal challenges.Non-Blaming: There is no blame placed on the client as they work through their stories and they are also encouraged to not place blame on others. Focus is instead placed on recognizing and changing unwanted and unhelpful thoughts and behaviors.Client as Expert: Narrative therapists are not viewed as an advice-giving authority but, rather, a collaborative partner in helping clients grow and heal. Clients know themselves well and exploring this information will allow for a change in their thoughts and behaviors. Key Concepts The focus of narrative therapy is around stories that we develop within ourselves and carry through our lives. We give meaning to our personal experiences and these meanings that we come up with, or that have been placed on us by others, influence how we see ourselves and the world around us. Our stories influence our thoughts and, in turn, our decision-making and behaviors. Narrative therapy is based on the following principles: Reality is socially constructed. The way we interact with others impacts how we experience reality. These experiences with others become our known reality.Reality is influenced by (and communicated through) language. People interpret experiences through language and people can have different interpretations of the same event or interaction.Having a narrative can help us maintain and organize our reality. The development of a narrative or story can help us to make sense of our experiences.There is no objective reality. People can have different realities of the same experience. What might be true for us may not be true for someone else. Narrative therapy suggests that we create stories throughout our lives as a way to make sense of our experiences and we can carry many stories with us at one time. Although some stories can be positive and others negative, all stories impact our lives in the past, the present, and in the future. As described in narrative therapy, stories involve the following four elements working together: EventsLinked in a sequenceAcross timeAccording to a plot There can be many factors that contribute to our development of stories. These factors influence how we interpret events or interactions, as well as the meanings we attach to them. Some of the factors include: AgeSocioeconomic statusRaceEthnicityGenderSexual identity As we think about these factors, we likely hold beliefs about them and what they mean to us or how they impact us in the world. Our beliefs around these things shape how we might see ourselves and what we tell ourselves about an experience or interaction. We carry multiple stories with us at once, such as stories about our relationships, our professional lives, our weaknesses, our strengths, our goals and more. Narrative therapy emphasizes the exploration of these stories, as they can have a significant influence on our decision-making and behavior. Our Dominant Story Although we can carry several stories at the same time, there is typically a story that is more dominant than the others. When our dominant story gets in the way of us living our best life or seems to sabotage our efforts at growth and change, it becomes problematic. Many times, when people come into counseling they are faced with a problematic dominant story that is causing them emotional pain. A narrative therapist works with clients to explore the stories that they carry about themselves, their lives and their relationships. When a dominant story is problematic, it will surface in our interactions with others, in our decision-making and in our behavior patterns. Thin Descriptions A problematic dominant story that we carry may have started with a judgment that was placed on us by others, particularly those who might have been in a position of authority or influence over us, like a parent or caregiver. For example if, when we were young, we behaved in a way that resulted in a parent calling us lazy, we may begin thinking of ourselves as lazy and weaving that label into our story as we move into other experiences. The trait of being lazy then continues to grow and become part of a dominant story for us, influencing how we see ourselves and how we behave or interact with others in the future. These specific judgments are referred to as thin descriptions in narrative therapy. As this continues to be carried through our lives, it can become what is called a thin conclusion. In essence, using the term thin to describe these specific descriptions and conclusions means that there is little consideration for outside circumstances that might influence our decision-making and behavior. Once something like this takes hold, it can be easy to imagine how it can grow over time and become a problem for us. Confusing Ourselves With Our Problems If we have been judged a certain way by our family growing up, referring back to the example of being lazy, it can be very difficult for us to shake that off or get that label out of our story. Not only do we end up often carrying this with us over time, but events that leave us to feel or be seen as lazy continue to support the dominant story that we are a lazy person. This story becomes problematic, getting in the way of us being able to make healthy decisions that more accurately represent who we are and what we value. We find it more and more difficult to separate ourselves from our problems. In fact, we come to think that we are the problem. Unfortunately, thin descriptions tend to be focused on our weaknesses or areas that we might believe we dont measure up. When we try to make decisions that challenge our dominant story, it may be overlooked by others, and even ourselves, because it is seen as the exception rather than the rule. Our not lazy behaviors might be minimized or overlooked because it doesnt match up with our dominant story. In other words, we might even not give ourselves credit for making good decisions or behaving in a positive way because it doesnt match up with the story we tell ourselves about who we are and what were capable of. How Narrative Therapy Helps Narrative therapy focuses on these stories, particularly the dominant stories that are problematic and seem to get in the way of us living our best lives. A trained narrative therapist works with people to explore these stories and to seek out information that helps us to challenge these problematic stories. Through narrative therapy, we can begin to identify alternative stories that offer us an opportunity to challenge judgment and explore what other information we are carrying within us. Exploring in this way helps us to widen our view of self, challenge old and unhealthy beliefs and to open our minds to new ways of living that reflect a more accurate and healthy story. Within narrative therapy, there is a strong emphasis on separating the person from their problem. By doing this, the person begins to understand that they are capable of something new. Old, unhelpful meanings that have been woven into our stories over time can be challenged. As people widen their view of self and explore additional information, there can be room made for healthy changes in our thoughts, feelings, and behaviors. When there is space created between us and our problem, we can better examine and choose what is serving us well and what is not. Narrative therapy does not aim to change a person but to allow them to become an expert in their own life. Narrative Therapy Exercises There are a variety of techniques and exercises used in narrative therapy to help people heal and move past a problematic story. Some of the most commonly used techniques include: Putting Together Our Narrative One of the primary things that a narrative therapist would help their client do is to begin putting together their narrative. In doing this, we are able to find our voice and explore events in our lives and the meanings we have placed on these experiencesâ€"and, therefore, on ourselvesâ€"over time. Some people may not be aware of a particular story that has followed them through their life, but know that something keeps them from living a good life or making good decisions for themselves. As their story is put together, the person becomes an observer to their story and looks at it with the therapist, working to identify the dominant and problematic story. Externalization While we are using our voice to put together our story, we are becoming observers of ourselves. We use this exercise to create distance between us and our problems, which is called externalization. When we have this distance between ourselves and our problem, we can better focus on changing unwanted behaviors rather than feeling we, ourselves, are the problem. As we practice externalization, we get a chance to see that we are capable of change and begin feeling empowered to work toward healing. Deconstruction Deconstruction is used to help people gain clarity in their story. There are times when our dominant story can feel big and overwhelming as if we can never get out from under it. When a problematic story in our life feels like it has been around for a long time, we might use generalized statements and become confused in our own stories. A narrative therapist would work with us to break down our story into smaller parts, to help us clarify our problem and help it become more approachable. Unique Outcomes When our story feels concrete, as if it could never change, any idea of alternative stories goes out the window. We can become very stuck in our story and allow it to influence several areas of our lives, impacting our decision making, our behaviors, our experiences, and our relationships. A narrative therapist works to help us to not only challenge our problems but to widen our view by considering alternative stories. They might help us to explore information we have been carrying with us for a long time but have never allowed to have any value. This information can help us develop a new, healthy story of who we are, what we want, and who we want to become. Finding a Narrative Therapist Narrative therapy is a unique, specialized approach to counseling. There are training opportunities for therapists to learn more about narrative therapy and how to use this approach with clients. Trained narrative therapists are located throughout the world and can be found through online resources such as The Dulwich Centre, developed by White and Epston, the founders of narrative therapy. To find a therapist trained in narrative therapy close to home, you can also search sites such as Psychology Today, which allows you to search therapists in your area, even narrowing your search by the style of counseling they use. This would allow you to specifically find trained narrative therapists in your area. Take time to research options and, if you have questions for a therapist about narrative therapy and how they use this with clients, do not be afraid to ask. Many therapists welcome the opportunity to share with people their specialized style of counseling and how it can help. A Word From Verywell Understanding that we use stories to organize and make sense of our world and our experiences, it is important to remember how powerful our words can be and how much they can influence our decision-making and behavior. Narrative therapy allows people to not only find their voice but to use their voice for good, helping them to become experts in their own lives and to live in a way that reflects their goals and values. We have more power for growth and change than we think, especially when we own our voice and our story. As David Epston, one of the developers of narrative therapy, has stated, The problem is the problem. The person is not the problem. The 9 Best Online Therapy Programs

Essay Vocational Education Vs. Standardized Testing

Plenty of schools focus on the scores that come from standardized testing. Though standardized testing is not going to help a student get to where they need to be in order to gain their career. In fact, standardized tests are mainly being used to measure a teacher’s ability to teach (Manalo 1). Why are schools basing their curriculum on standardized test scores rather than teaching vocational education courses that will help students later on in their lives? There are many different vocational courses which include; nursing, food ethics, computer solving, office management, and even cosmetology. Give high school students vocational classes or let the school system crumble. Vocational courses better prepare students for the years to come.†¦show more content†¦Standardized testing is not useful in getting a career. Do tests allow students to express themselves? Career and technical education courses are valuable to one’s education because they characterize studen ts and give a hands-on opportunity to test out their careers. Standardized testing however is decreasing the graduation rate (Watkins 3). When vocational classes decline, the amount of students not graduating rises intensely (Howlett 1). Alone, regular education will not meet society’s need for skilled workers this is where vocational education comes into play. Initially, vocational classes better prepare students for the real-world. Olaf Jorgenson head of school at Almaden Country School in San Jose, California ensures, â€Å"Vocational courses prepare children to be productive, responsible, and able to contribute to society while finding fulfillment with their lives (Jorgenson 3).† James Howlett, Phi Delta Kappan writer would certainly agree as he pronounces, â€Å"Vocational classes will prepare students with higher order reasoning, problem solving skills, and academic knowledge needed for their own economic independence (Howlett 4).† Vocational classes will lead any high school student to be mature. Responsible, organized, proper, this will be vocational students. These vocational programs are able to lead to internships and eventually will lead to a career (Ziliak 1). Since vocational classes introduce students toShow MoreRelatedEqual Opportunity In Public Education Essay1253 Words   |  6 PagesEqual education has not yet been achieved. Educational reforms and others have helped correct discrimination and inequality, yet small amounts still remain. Despite the current issues affecting equal opportunity in education today, public education strives to provide equal opportunities for all students. Students came to receive equal education opportunities through a chain of events. Brown vs. Board of Education began the integration of American public schools. The Supreme Court decided that segregationRead More Private Education vs Public Education Essay817 Words   |  4 PagesPrivate Education vs Public Education Public Education v/s Private Education A person’s education is one of the most important factors in determining whether or not they will become a productive member of society. That is why when considering an education the quality of the education is almost as important as the education itself. So when private schools came into the picture the debate then began between public and private schools. Facing the technological revolution that we are goingRead MoreEducation in The United States and Great Britain: A Comparison1761 Words   |  7 PagesUnited States and England Comparative Study Education is a perpetual work- in-progress throughout the world. While England maintains a consistency of local school quality when compared with its United States counterparts, American boarding schools provide a more finely tuned education. Indeed, both systems produce well-educated students. England Educational System The education system of England has been the model for common wealth countries in general, but not without faults and inherent problemsRead MoreAmerica, Where Are You?1831 Words   |  8 PagesAdejumo POS2112 Education: America, Where are you? The American Dream. â€Å"That dream of a land in which life should be better and richer and fuller for everyone, with opportunity for each according to ability or achievement.† - James Truslow Adams, 1931. (The American Dream. What Is The American Dream?) But are we living that dream? In America, freedom is the epitome of what it means to be American with the freedom of speech, the freedom of religion, and the freedom to have an education. Our foundingRead MoreThe Educational Differences Between the United States and China2927 Words   |  12 Pagesone reason they hold education to such high importance. These two countries could not operate at such a high standard and continue on and be operating at the kind of level that will keep them on top. In order to do this they must make education important. Even though the United States and China both have high regards for the importance of education their systems differ as when children start, what they are taught, and how they de termine how children go on to get a higher education. In the UnitedRead MoreEssay on Title IX: Fighting for Equality 1763 Words   |  8 PagesTitle IX was created. â€Å"In 1972 Title IX of the Education Amendments passed the US Congress, creating the frame work within which girls and women might finally have equal access to, fitness, and physical-education opportunities (Siedentop, D.).† Title IX dose not just apply to sports. Title IX also â€Å"prohibits sex discrimination in all aspects of education, including career and vocational programs, admissions and employment policies, standardized testing, and treatment of pregnant and parenting teensRead MoreThe History of American Education1844 Words   |  8 PagesSchools have changed remarkably since they were first introduced centuries ago. Continue reading in order to find out how the past has shaped education, as we know it. There are six main eras or time periods in which important things occurred for the American School System, The colonial era, The growth of pub lic schooling, The progressive era, the segregation and Integration era, the 1960s-1970s, and the 1980- present era. The first era was the colonial era, because the first schools were startedRead MoreFactors Related to Students Performance in Nat13438 Words   |  54 Pagesgrade school and Mathematics, English, Science, Filipino, and Araling Panlipunan for high school. The test is administered by the Department of Educations National Education Testing and Research Center (NETRC). The results are intended to guide the Department of Education in its efforts towards the improvement of the quality of education in public schools and to provide appropriate intervention for the students. A score of 75% and up indicates mastery of the subject and 50% to less than 75%, near mastery;Read MoreEssay about Rural Education3611 Words   |  15 PagesRural Education Where a child grows up and which high school they attend greatly affects further education and employment. Higher education, including college and vocational schooling, factors into employment opportunity. Research has shown that schools in rural areas have far less resources for students interested in attending college, providing less opportunity for students pursuing higher education. Wilsonville High School, located the city of Wilsonville just south of Portland, Oregon,Read MoreThe For Helping Others With The End Game Of Jumping9894 Words   |  40 Pagesthe community and skills that are so needed in this population, in a way that defines people as members, rather than by their disability (SAMHSA, 2012). Design, implementation and maintenance of Clubhouse Model belongs, regulated, and somewhat standardized by an international organization called the International Center of Clubhouse Development (ICCD), which has values and requirements that the over 300 certified clubhouses in the world adhere to as well as many â€Å"eclectic† , yet non ICCD accredited

Food Is So Black And White - 942 Words

According to the Merriam-Webster dictionary Food is, â€Å"Material consisting essentially of protein, carbohydrate, and fat used in the body of an organism to sustain growth, repair, and vital processes and to furnish energy† (Merriam-Webster). Biologically the dictionary perfectly defines the word food, yet it is described as something so black and white. Food’s definition should describe food as something meaningful instead of something bland. Food is so much more than just an everyday necessity but rather food is an extension of the individual who is eating, which can give an insight on the life of the individual. For instance, in the past the surplus of food became a status symbol. Men and women of wealth used their money to simply buy†¦show more content†¦The food that people eat can give hints of someone’s economic class. The wealthy, on the other hand find luxurious foods easily accessible. Only a small portion of the entire population may ever t ry these expensive foods. Luxurious foods like caviar, truffles or kobe beef can take an enormous amount of energy to harvest and collect which results in an expensive price. These luxurious foods can cost more than an average person’s rent. Not only can the wealthy afford healthy foods, they can afford food reserved for those with high incomes. The price of the food can give in insight on the wealth of people. Also food can reveal a person’s health. Additionally, a person’s health can associate with the food a person eats.(Those who eat foods high in fat content, will usually gain weight. For instance, those who gain an unhealthy amount of weight can give an insight on the health of the individual. Gaining too much weight in fat can eventually lead to heart failure and a whole plethora of diseases. On the other hand those who actively watch their weight and who eat a well balanced diet will typically live healthy lives. The foods people choose to consume can u nveil their health. Similarly the food available to people can reveal their culture. Furthermore, the type of food someone consumes can indicate a person’s ancestry. Oftentimes when referring to food it contains a label of the country of origin. A cultures food mayShow MoreRelatedObesity As An Extreme Excess Of Body Fat1690 Words   |  7 Pagesthe risk of illness from numerous issues such as heart disease and diabetes. As weight increases, so does the prevalence of health risks. Because of the importance of these issues, the U.S. Department of Health and Human Services considers obesity among the 10 leading health indicators in Healthy People 2020, which are the health objectives for the Nation. In recent history, obesity among the black communities has become one of the most prevalent issues that urban America endures. But why is urbanRead MoreRichard Nathaniel Wright s Life1520 Words   |  7 PagesNathaniel Wright was born September 4th, 1908 in Roxie, Mississippi. 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Upon her completion at Natchez Junior College, she went to Tougaloo CollegeRead MoreSummary Of The Autobiography Of Malcolm X Haley And Handler State1484 Words   |  6 Pagesthis hypocrisy, they know nothing about the South and are a creating of the Northern white man and of his hypocritical attitude toward the Negro. The authors make another good point about America’s most dangerous and threatening black man, which is the one who has been kept sealed up the Northerner in the black ghettoes—the Northern white power structure’s system to keep talking democracy while keeping the black man out of sight somewhere, around the corner (Haley and Handler, 272). This point isRead MoreFood As A Racial Identifier In Invisible Man. For Many1187 Words   |  5 PagesFood As A Racial Identifier in Invisible Man For many people, culture and identity are closely tied to identity-- sometimes so closely that the things they do, eat, or say may not even feel like a conscious decision. 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A kid shouldn’t repeatedly have to worry about food and having a meal on the table the next day. Richard does worry about theseRead MoreTo Kill A Mockingbird Stock Market Analysis907 Words   |  4 PagesThe story To Kill A Mockingbird is about a lawyer named Atticus defending a black man named Tom Robinson in a poor country full of racism. His kids Scout and Jem are being taking care of by a black lady named Calpurnia. Atticus want’s everyone to be treated equally. Harper Lee, author of To Kill A Mockingbird, gives the reader a gist of the 1930’s in many ways using real life situations. Harper Lee describes life during the 1930’s by comparing Maycomb to the Stock Market. In the book To Kill ARead MoreFood Deserts in Chicago1741 Words   |  7 Pagesto produce healthy foods. The increasing amount of food deserts and lack of family income contributes to African-American obesity rates, and lack of healthy choices. Ironically, these food desserts reside in communities plagued by poverty. 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Publix Free Essays

Journal of Business Case Studies – Fourth Quarter 2007 Volume 3, Number 4 A Retailer‘s Steady Growth Strategy: Should Publix Stay National Or Go Global? Bahaudin G. Mujtaba, (E-mail: Mujtaba@nova. edu), Nova Southeastern University Erica Franklin, (E-mail: efrankl@nova. We will write a custom essay sample on Publix or any similar topic only for you Order Now edu), Nova Southeastern University ABSTRACT Publix Super Markets, Inc. is a Florida-based grocery chain which has over 120,000 employees and annual sales in 2005 of $20. 7 billion. Presently, Publix serves over one million customers every day and is one of the largest employee-owned companies in the world. Publix is one of Florida’s premier supermarkets and has responded to most cultural trends in the grocery market-organic foods; natural foods, health foods, ethnic ingredients, prepared meals, etc. Publix has enjoyed great success in the grocery industry and has expanded in many states. With the advent of globalization affecting almost every industry, the supermarket/food retailing industry has joined the trend. Domestic and international food retailers across the globe have begun to internationalize at a rapid rate and open operations around the world. However, as you will see, the growth of supermarket chains beyond their home countries has been done mostly by European and Asian companies. With the exception of Wal-Mart, few U. S. food retailers have expanded abroad. Currently there are no plans for Publix to expand internationally but this case seeks to examine the possibilities of Publix making a step toward going abroad and highlights the various factors in the global environment that may directly or indirectly affect the company. INTRODUCTION A of August 2006, Publix was operating 833 stores. Publix operates 642 stores in Florida, 164 stores in Georgia, 37 stores in South Carolina, 27 stores in Alabama, and 13 stores in Tennessee. Publix carries items ranging from food products to personal care and household goods. The company also has their own line of private label goods that span the same spectrum. To better cater to their market and expand operations, Publix has also created new concept stores for its different target mark ets, Greenwise and Publix Sabor. The Greenwise store features organic produce and natural foods; Publix Sabor caters to the large Latin-American population in Central and South Florida and carries food products highly-demanded by these consumer. Publix has also moved into the restaurant business through their equity investment in Crispers, the fresh salad and sandwich meal concept-restaurant. In addition to the restaurant subsidiary, Publix Supermarkets Inc. , also owns seven other subsidiaries: 1) Publix Alabama, LLC; 2) PublixDirect, LLC; 3) Publix Asset Management Company; 4) Publix Tennessee, LLC; 5) Real Sub, LLC; 6) Lone Palm Golf Club, LLC; and 7) PTO, LLC. In 2001, Publix began online operations for its consumers for home delivery of groceries. However, its Broward County, FL and surrounding areas pilot programs failed to meet revenue and profit goals; so Publix Direct discontinued operations in August 2003 just short of two years after it was launched. The core of Publix‘s operations is the belief in doing everything for the customer. The company holds a superior belief that success lies in customer value and employee appreciation. They developed a policy of Customer Intimacy, which means that their guests need an intimate, professional, thorough, consistent, and disciplined method of serving customers that has become a normal way of doing business. See Table 1 for an evolution of Publix‘s growth since its inception. COMPANY EARNINGS In terms of financial success, in some years, Publix has outperformed the SP 500 Index and the customer Peer Group Index with regards to return on investment. The Peer Group includes AP, Albertson‘s, American Stores, Bruno‘s, Food Lion, Giant Foods, Hannaford Bros. , Kroger, Safeway, Smith‘s Food Drug, Weis Markets, and Winn23 Journal of Business Case Studies – Fourth Quarter 2007 Volume 3, Number 4 Dixie. Publix announced their 2005 annual results on March 2nd, 2006. Their sales for the fiscal year ending December 31, 2005, were $20. 6 billion. Net earnings for 2005 were $989. 2 million, compared to $819. 4 million for 2004 (Publix Announces 4th Quarter, 2006). Dividends for 2006 were $1. 00 up from 70 cents in 2004 and 40 cents in 2003, which shows that the efforts of Publix‘s associates to increase earnings via customer value enabled the firm to return an even higher profit to its private stockholders. The 2003 dividend was 40 cents per share, up from 33 cents per share in 2002. Publix CEO Charlie Jenkins Jr. expressed his thanks and appreciation to the firm‘s workers for their performance that helped increase value to customers and, as a result of which, ensured good financial results for the year. Year 1930 1940 1944 1950 1957 1959 1963 1971 1973 1974 1975 1980 1984 1986 1987 1990 1992 1993 1994 1998 2000 2001 2002 2003 2005 2006 Table 1 – The Publix Spirit Over The Years Accomplishments First Publix Super Market opened in Winter Haven, Florida. First store known as the ? marble, tile and stucco food palace? built in Winter Haven, featuring such revolutionary retail concepts as air conditioning, wide aisles, and electric-eye doors. Publix bought the 19-store chain of All American Food stores in Lakeland and moved the headquarters to Lakeland. New 70,000-square foot grocery warehouse built in Lakeland. Today this warehouse occupies over 2,000,000 square feet. Publix Employee Federal Credit Union opened in a Lakeland warehouse. Publix opened its first store in Miami and bought seven stores. Publix opened the Southeast Coast Headquarters and Distribution Center in North Miami. Two stores opened in Jacksonville. Publix opened the Bakery Plant and constructed the Produce Distribution Center in Lakeland. Publix sales passed $1 billion annually. Publix opened Distribution Center and Division Office in Jacksonville. Publix Employee Stock Ownership Trust (ESOT) started this year. Publix celebrated 50 years of shopping pleasure. Dairy Processing Plant opened in Lakeland. Checkout scanning implemented chain-wide. It was during the early 1980‘s that Publix started being open on Sundays. Publix sales passed $3. 23 billion. According to Progressive Grocer, Publix‘s 2. 36% before tax net was the highest of top ten super market chains, 2 ? times better than Safeway – the industry leader. Publix opened its first Food and Pharmacy stores in Orlando and Tampa. Publix opened its Dairy Processing Plant in Deerfield Beach. Publix had 400 stores and 74,000 associates in Florida. Publix announced their expansion plans to Georgia and South Carolina. Implemented a company-wide Quality Improvement Process (QIP) and Work Improvement Now (WIN) tools for fact-based decision-making and employee empowerment. Sales were $8. 66 billion. Publix implemented a chain-wide Customer Intimacy program. Publix has sales of over $12 billion and 120,000 associates. Almost 600 stores in four states. Publix was ranked 132 on the Fortune 500. Charlie Jenkins Jr. replaced his cousin Howard as CEO of the company. Publix began opening stores in Nashville Tennessee. Publix makes initial investment in Crispers restaurant chain Publix develops ? oncept-stores‘-Greenwise Publix Sabor ; Sales equal $20. 7 billion Publix stock splits one to five. Publix opens walk-in medical clinics at select grocery locations in Atlanta, Miami, Orlando and Tampa. Publix further expands with 6 new store openings between June and August: Huntsville, AL; Atlanta, GA; Jacksonville, FL(2); Sebastian, FL; Palm City, FL. Howard Jenkins, previous CEO of Publix, has been quoted in the past commenting on his company‘s dedication to customer value, ? Publix people have been working hard, preparing for an even grander vision of our future. Earlier in this decade, we committed ourselves to a mission to become the premier quality food retailer in the world. We introduced our own quality improvement process and later adapted a discipline of Customer Intimacy, which is helping us to listen more effectively to our customers. All of these initiatives have engaged the resourcefulness of thousands of associates from every area of our company. Together we are discovering powerful new methods for delivering customer value.? 24 Journal of Business Case Studies – Fourth Quarter 2007 THE COMPANY Volume 3, Number 4 A key differentiating factor in Publix‘s success formula can be attributed to the philosophy of its founder, Mr. George W. Jenkins who stated that ?†¦ some companies are founded on policy. This is wrong. Philosophy, the things you believe in, is more important. Philosophy does not change frequently †¦ and is never compromised †¦ we attempt to adapt a philosophy in such a way as to allow ordinary people to achieve the extraordinary †¦ to reach higher†¦ to look upon average with disdain.? The philosophy of caring for people has been embedded in Publix‘s corporate culture throughout its stores. Publix associates understand that they are not just in the grocery business but also in the people business. Therefore, taking care of associates, customers, suppliers, and community members is important to Publix people and the communities which they serve. Publix‘s Mission Statement very clearly states that Publix is passionately focused on customer value. Publix is committed to satisfying the needs of their customers as individuals better than their competition. Also, research shows that the majority of supermarket shoppers shop and visit supermarkets on a weekly basis. So, building a relationship with customers is a necessity as opposed to a luxury in order to stay aware of their needs and expectation. Publix associates are encouraged to interact with their customers on an hourly basis. Publix associates constantly attempt to keep their fingers on the pulse of the customer in order to get immediate and local feedback. One of the District Managers in the Central Florida region used to encourage, and in some cases require, his department managers to learn at least two customers‘ names, every day through face-to-face introduction and interaction. This is important because Publix employees serve their own communities and through this face-to-face interaction they can better determine customers‘ needs, wants, and desires faster than any research firm could ever do. KEY SUCCESS FACTORS At Publix, everything they do revolves around pleasing the customer; this is why they have enjoyed the kind of success they have had since the 1930’s. Bill Fauerbach, Vice President of the Miami Division, said ? only we can give our customers a reason to shop elsewhere.? The President of Publix, Ed Crenshaw, during his first year in the office introduced four success drivers for the company. The four drivers are: knowing the business, knowing the product, knowing the customer, and continuously training people. As a result, every department implemented different means of doing a better job with these four success drivers. A philosophy of employee appreciation has been embedded in the culture of the organization; so when the upper echelons visit retail stores, especially during appreciation week, they make it a point to personally see and thank every associate. One obstacle Publix is faced with is strong competition in the supermarket industry. For example, Wal-Mart, now the #1 retail grocer in the world, is opening major supercenters throughout Florida. However, Publix is not willing to concede their customers to the competition. As long as they take care of their customers better than anyone else, they will do well. The new generation of Publix leaders understands that complacency is their number one enemy; therefore they continue to focus and improve on factors which have made them successful in the past. They further understand that delivering superior customer value is a race without a finish line in today‘s fast-paced world. Therefore, they never lose sight of caring for people, delivering quality products and service, and excellence in everything they do. They understand that people need recognition and sincere thanks for their hard work and commitment to the company. Publix has invested heavily in developing an internal professional development curriculum to develop associates‘ skills and help them assume greater responsibility and leadership roles at Publix. Most employees begin working for Publix at a young age and tend to stay there after college. While a college education is very important for leadership and management positions, Publix provides many continuous development opportunities and on-the-job training for their associates. The philosophy of Publix is not just to satisfy and delight customers one time; customers must be satisfied, delighted, and excited every time they visit or shop at their store. Publix associates are taught that customers are their most valued assets whom must be welcomed, cherished, and appreciated. Publix associates understand that if they cannot satisfy customer‘s requirements and meet their demands, the customer will cease to do business with them and may shop with other retailers. They remember that if they, as Publix associates, don‘t offer a great shopping experience for their customers then someone else will. Therefore, besides discussing many other valuable concepts, all retail associates are taught the 10-Foot and 10-Second Rules to help them quickly acknowledge customers. The 10-Foot rule states that one must acknowledge all customers that are within ten feet 25 Journal of Business Case Studies – Fourth Quarter 2007 Volume 3, Number 4 of one‘s surroundings and the 10-Second rule states that these customers must be acknowledged within ten seconds of entering into the service counter area or the 10-Foot zone. Research in the supermarket industry indicates the factors that affect customer loyalty: ? ? ? ? ? The largest percentage of customers (68%) leave if they perceive an attitude of indifference. Some customers (14%) leave because they feel they can find better quality products and services elsewhere. Customers (9%) shop elsewhere because they think your prices are higher than your competitors. A few of the customers (5%) become friends with people who work for a competitor and take their business there. Some customers (3%) leave because they move to a different area. Publix Associates are also encouraged to use their daily observations, customer feedback, survey evaluation, and other data to improve their jobs, better serve their customers, and make Publix a better place ? where shopping is a pleasure. Publix teaches the principle of ? deliver plus 1%? which states that you must consistently meet your customers‘ shopping needs and then exceed their expectations by improving your service one percent. They believe in positively surprising the customer by over-delivering on what customers value. This principle further states that when you make a promise to a customer, you must be consistent and deliver all the time. It means before exceeding your customers‘ expectations, make sure you are satisfactorily meeting their needs. And if you promise any extra services, make sure you deliver as promised. Finally, Publix rewards top-notch service by implementing an awards program which shows associates how much management values their efforts to provide delightful service to customers. Delightful Service Awards are given for customer service that is over and above the minimum standards listed on the Observation Sheet for the area. Associates are expected to provide great customer service as part of the job requirement. The awards are given to associates who make the extra effort to delight customers who shop at Publix. To receive a Delightful Service Award associates must provide delightful service to a customer in a way that is formally recognized by either the customer, by a ? mystery shopper? who is purposely appointed by district management, or by a member of the store management team. Associates are trained and encouraged to set personal goals for themselves with regards to better serving customers and exceeding their expectations. They are asked to find out what they can do to increase and improve their personal commitment to customer intimacy. They are encouraged and rewarded for setting goals to increase their awareness of customers as well as customers‘ wants and needs. It is through these types of programs and committed people that Publix is able to offer its employees an environment ? where working is a pleasure? nd its customers an environment ? where shopping is a pleasure.? Publix associates‘ success with customers originates from their belief that no sale is final or complete until the meal is eaten and fully enjoyed. Then, they have made a positive and lasting impression. Publix‘s guarantee, which every associate is aware of, reads that ? we will never, knowingly disappoint you. If for any reason your purchase does not give you complet e satisfaction, the full purchase price will be cheerfully refunded immediately upon request.? These are not just words to live by but they are moral imperatives for retailers which have made Publix the successful and innovative giant it is today. According to Howard Jenkins, member of the Publix board and retired CEO, ? growth is the end result of a simple equation. As each of us continues to please our customers, more customers will look to Publix for their shopping needs. We must never lose sight of exactly what those needs are.? Keeping their sight on the changing needs of their customers and effectively filling those needs have paid big dividends for Publix‘s consistent growth and achievement over the years. As a result of the its continued efforts to grow through providing superior customer service and developing and retaining content employees, Publix was once again announced in 2005 a ? 100 Best Company to Work for? by Fortune magazine. Publix also received its 13 th award by Fortune Magazine as a ? Most Admired Company.? CURRENT TRENDS IN THE GLOBAL GROCERY INDUSTRY As the business world becomes smaller and firms look to expand their reach globally, managers are faced with the task of developing and implementing plans to make the next step to take their firm into the international arena. As 26 Journal of Business Case Studies – Fourth Quarter 2007 Volume 3, Number 4 companies in other industries such as electronics, clothing, and food service have taken their companies abroad, a new trend has begun to emerge within the last decade—grocery chains and supermarkets expanding their companies internationally. The company leading this trend is Wal-Mart which has expanded mostly to Europe and Latin America. However, this trend has been limited to foreign supermarkets expanding into the U. S. market such as Aldi, Tesco, and Famima. American grocery stores have not been very prevalent in the expansion of the industry globally. Tesco and Famima are looking to bring smaller scale grocery retail stores to the U. S. mostly concentrated on the West Coast in California. Famima, the Japanese grocer will offer Chinese and Japanese items which would be sure to please ethnic food seekers. There are a variety of reasons why some U. S. firms have been prompted to expand abroad. The main reason is because of competition in the form of consolidations of grocers. There are a variety of methods firms in the grocery industry use to reach the global market, the most popular being via acquisitions of smaller stores in the host nation. WalMart and IGA have both expanded their global reach through acquisitions. Tesco has expanded their company through the use of joint ventures, acquisitions, stand-alone operations and start-up concepts. Within the grocery industry, traditional grocers are beginning to stock items that normally do not dot the landscape of a grocery store such as non-food items and traditional retailers of non-food items are starting to sell food products. U. S. Grocery stores and supermarkets thinking of expanding abroad also have to contend with the food retailers in the host nations of both local and foreign firms. For example, hypermarkets are well known throughout Europe and Africa and sell lots of goods ranging from home improvement products to frozen foods; a small U. S. supermarket may have trouble competing with this type of store in an overseas market. Also Wal-Mart has introduced their concept grocery ? Neighborhood Center? stores in the U. S. which sell only food products; their strategy abroad involves the large supermarkets, which compete with the local hypermarkets. So not only does a small U. S. grocer have to compete with a local firm, it must compete with other foreign, mainly American firms as well. The rapid growth and development of ? upercenters? as evidenced by Wal-mart‘s grocery industry ascendancy is testament to the viability of hybrid formats (i. e. , grocery and general merchandise). Supercenters‘ sales exceeded $100 billion in 2000 (half of which was accounted for by the grocery side of the store). In another example, domestically, Wal-Mart has begun to add new organic food products to its shelves to attract more upscale buyers that would normally attend specialty organic markets or upscale supermarkets. In addition, the legendary furniture producer Ikea has recently decided to expand it specialty-foods segment and will begin selling the items in its stores. The firm has always sold food products and even operates a few restaurants. Retailers also are starting to develop new concept stores which bear the name and likeness of the parent store but cater to a particular ethnic group or food trend. Publix has their two chains, one Latin-oriented and the other organicoriented. Wal-Mart has also developed and expanded their ? Neighborhood Market? limited grocer concept. Over 20,000 new items are hitting the market every year and understanding the value of each product to each customer is no easy task. Therefore, the value of understanding, anticipating, and determining consumer preference cannot be overestimated. Changing effectively is a matter of keeping up with the demands of consumers, offering more value for the customer‘s dollar, being competitive, and creating raving fans. For example, Publix offers readymade meals which are a growing trend abroad, especially in Asia. Other countries view American brands as a welcome addition to their market place. For example, Japan is a large importer of foreign food supplies and a report out of Sweden recently found Japan as a viable market for foreign investment in food products and supplies. Food safety is becoming a major issue in the grocery industry. According to a Better Homes and Gardens panel study, only 20% of the panelists were very confident that the food they buy is safe to eat. Global activist group Greenpeace, has joined two other coalitions-True Food Now and GE-Free Markets-which are trying to convince two supermarket operators in California to stop using genetically engineered ingredients in their private label food lines. According to NBC Dateline investigation, seven of the nation’s largest grocery store chains, operating more than 7000 tores in nearly every state, admitted to re-dating meats and fish after they had reached their original â€Å"sell-by† date. In the food retailing industry, leaders are paying more attention to ensuring that food products are safe and produced in a clean environment. According to the corporate quality assurance lab coordinator at Publix, their associates are constantly looking at all the risk factors associat ed with food quality, as well as food safety, while attempting to eliminate them. Firms in any industry operating abroad and at home must also be aware of health risks. The ever publicized, bird-flu, can affect how companies conduct operations. In one move, Publix announced that in case of a bird-flu epidemic in America, it would think about providing curbside delivery of goods to customers. In light of the health risks present to retailers and 27 Journal of Business Case Studies – Fourth Quarter 2007 Volume 3, Number 4 their food supplies, supermarkets must also craft procurement strategies to ensure the products selected to be sold in their stores are free from exposure to such elements prior to being stocked on the companies‘ shelves. Natural disasters also play a role in food safety as well. When a natural disaster strikes, cities and neighborhoods are often left without electricity and as a result, food establishments are not able to store their perishable items because of the risk of spoilage and making customers sick. To counter this problem, Publix has prepared all of its South Florida stores for hurricane disasters by installing generators in these stores as part of its ? Business Recovery Program.? This move is seen as a way for the company to remain open during the aftermath of a storm and continue to serve their customers by hopefully reducing lost perishables inventory and helping to ensure that spoiled and tainted food products are not sold to their customers. Today‘s customers are increasingly more concerned and vocal about the quality and nutrition of the food they purchase. According to research, 70 percent of women and 54 percent of men say they consider nutrition to be an important factor in their consideration of food purchases. Once a niche category, organic foods are becoming increasingly mainstream as small, egional organic food-producing companies have been acquired by major manufacturers. Today‘s nutrition-conscious supermarket shoppers are checking labels as never before. The Food and Drug Administration is requiring that trans fat (trans fats are found in foods ranging from partially hydrogenated oils to fried foods, cookies, pastries, dairy product s and meats) content appear on all food labels as of January 1, 2006. Finally, some manufacturers are considering the idea of offering ? functional foods? which are fortified with a growing number of popular herbs, vitamins, hormones and other healthy additives. The days of preparing complete meals at home are becoming a distant memory for most working people living in the United States and other developed nations. Today‘s time poor shoppers are opting for prepared foods such as precut produce, cooked dinners, and prepared takeout foods. Also, 77. 4 percent of the respondents purchase prepared foods to eat at home and 49 percent of those who eat at home said they do so because they are more careful about what they eat. It has been said that over 40 percent of all consumer spending on food is for meals that are eaten away from their homes. EXTERNAL ENVIRONMENTAL FACTORS AFFECTING GLOBAL EXPANSION Economic. The economy of the country affects companies if they decide to expand abroad and how they operate. The countries‘ monetary and economic policies could be discouraging to international investment such as currency controls; unstable exchange rates; high external debt, etc. A retail establishment might be affected by unstable currencies which could leave some customers unable to buy the companies‘ products and could hamper repatriation of profits back home. The type of economy a country operates under can also have an impact on foreign firms. For example, command, communist, socialist or market-oriented economies also pose different challenges to the multinational firm, and policies of these various economies will in effect determine companies‘ direction. Socio-cultural. Elements in the foreign socio-cultural environment will affect decisions to locate abroad. There are various cultural norms that influence consumer behavior, company policies, marketing and product selection such as religion, ethnic norms, etc. The firm must look at new social and cultural trends in the global and country-specific environment and how they affect the market. Some social trends that have emerged in the food industry are healthy foods, organic and natural foods and gourmet take-out. Supermarkets wishing to expand abroad also must take note of regional and country preferences of the consumers in the host nation. What is normally for sale in the home market may be significantly different in the host nation; even more so than the differences in regional areas of the home country. Change is constant and ubiquitous throughout the supermarket industry because customers are becoming more knowledgeable and demanding. In today‘s market-based economy, customers want a variety of ethnic foods that are made with quality ingredients and represent their culture; therefore quality service must be aligned accordingly with the best prices in order to deliver superior value. Political/Legal. One of the biggest factors affecting expansion abroad is the level of political risk of a country and its legal environment. The level of political risk involved and its resultant effect on foreign firms are often taken into consideration before a company decides to locate in a foreign market. A new government may expropriate or nationalize 28 Journal of Business Case Studies – Fourth Quarter 2007 Volume 3, Number 4 foreign owned property or all of the companies in a particular industry often with detrimental results to the foreign firm. Also governments sometimes pose through their legal system investment restrictions on foreign firms seeking FDI in their countries. This ranges from disallowing 100% ownership by foreign firms in the host country; mandatory joint venture or strategic alliance agreements; and even restrictions on the building of manufacturing or distribution facilities in the new country. Demographic. This particular factor in the external environment relates to ? who will your customers be Will the same demographic segment targeted by the firm in its home country be present in the host nation, such as income, gender, age, education? Are these consumers accessible? Is there a need or want for the firm‘s particular products? For example, will a traditional supermarket with middle class consumers at home have a large demographic base in a village where poorer customers buy produce from open-air markets? How will the characteristics of the intended target group affect operating strategy? All of the questions must be answered and will directly affect the strategy that a company will take when expanding abroad and even will affect the country of choice for the firm. Technological. The firm needs to look at new trends in the industry or related industries that will have an effect on their expansion and operations at home and abroad. There is in fact rapid technological innovation in the food-retail industry that companies are starting to take notice of and adopt. Technology which allows customers to be their own cashiers and checkout their own groceries have been around for many years. However, it is only recently that some food retailers are toying with its implementation as a strategic tool to enhance their competitive position and offer better service to the time-impoverished customer. This is because self-checkout technology, which allows shoppers to scan their own items, offers savings to both the shopper and the retailer along with an added convenience. Self-checkouts can serve only a segment of the market which wants to scan their own groceries and have a debit card to pay for their groceries. Check-out efficiency has also been improved by widespread use of debit and credit card payment systems. CONCLUDING REMARK Publix‘s history shows that they bought seven Grand Union stores in Miami in 1959 and 19 All American stores in 1945 to expand their market share in the Florida market. According to Publix leaders, currently there are no specific plans for mergers or acquisitions. However, they are not against the idea of acquiring another company that fits Publix‘s culture and philosophy. An executive commented that ? If the right opportunity came up we could acquire another company†¦ we may or may not find another company we like†¦we believe in internal growth, building our own stores.? The supermarket industry is becoming increasingly concentrated as large regional chains such as, Wal-Mart, Kroger, Safeway, and Albertson‘s dominate their markets Publix‘s current strategy is to steadily grow from within and expand the Publix culture throughout its stores across different states in the United States. If they choose not to go abroad, they better be fully prepared to compete with global firms that will be planning to invade their market in the coming decades. One must ponder on a strategy of Publix going abroad to gain new market share and to gain the relevant experience to compete with global competitors. Or, Publix can simply prepare to protect its territories from foreign retailers that will be competing with them in the United States. What should Publix executives do and how should be they proceed if they are to maximize the value of their stockholders in the long-term? DISCUSSION QUESTIONS ? ? ? ? ? ? ? Is Publix ready to go abroad? Defend your statement selection as thoroughly as possible. Do Publix managers and employees have the experience to compete in global markets? Discuss. What route if any should Publix take to expand abroad? (Think about joint-venture, strategic alliance, licensing, manufacturing, greenfield, etc. If international expansion is not feasible at this time, develop some alternative solutions to Publix growing successfully amid global competitors. Beyond product selection, what other aspects of Publix‘s operations may be affected by going abroad? What other factors in the firm‘s external environment may affect international expansion for Publix? I s it better for Publix to go abroad and compete in new markets or simply prepare to compete with global retailers that will be coming into the neighborhood? 29 Journal of Business Case Studies – Fourth Quarter 2007 Exhibit 1 – Stages of Internationalization Volume 3, Number 4 Foreign Sales Office Domestic Sales Direct Exporting Foreign Manufacturing Subsidiary Amount of Involvement in the Foreign Country Exhibit 2 – Consolidated Earnings Publix Super Markets, Inc. Consolidated Statements of Earnings Years ended December 31, 2005, December 25, 2004 and December 27, 2003 2005 2004 2003 (Amounts are in thousands, except share outstanding and per share amounts) Revenues: Sales$ Other operating income Total revenues Costs and expenses: Cost of merchandise sold Operating and administrative expenses 20,589,130 155,681 20,744,811 18,554,486 131,885 18,686,371 16,760,749 126,120 16,886,869 5,059,680 4,231,402 13,577,740 3,869,791 12,275,132 3,613,759 Total costs and expenses Operating profit Investment income, net Other income, net Earnings before income tax expense Income tax expense Net earnings Weighted average number of common shares outstanding Basic and diluted earnings per common share based on weighted average shares outstanding 19,291,082 1,453,729 74,293 22,716 1,550,738 561,582 $ 989,156 7,447,531 1,238,840 35,311 20,860 1,295,011 475,628 819,383 15,888,891 997,978 21,926 27,185 1,047,089 386,156 660,933 172,039,137 176,775,733 184,112,742 $ 5. 75 4. 64 3. 59 30 Journal of Business Case Studies – Fourth Quarter 2007 Exhibit 3- Consolidated Comprehensive Earnings Publix Super Markets, Inc. Consolidated Statements of Comprehensive Earnings Years ended December 31, 005, December 25, 2004 and December 27, 2003 2005 2004 (Amounts are in thousands) Net earnings Other comprehensive earnings (losses) Unrealized (loss) gain on investment securities available for-sale, net of tax effect of ($8,484), $419 and $3,174 in 2005, 2004 and 2003, respectively Reclassification adjustment for net realized gain on investment securities available-for-sale, net of tax effect of ($1,692), ($1,348) and ($800) in 2005, 2004 and 2003, respectively Comprehensive earnings $989,156 819,383 Volume 3, Number 4 2003 660,933 (13,510) 668 5,055 (2,695 ) $972,951 (2,147) 817,904 (1,274) 664,714 REFERENCES 1. 2. 3. Appleson, G. (2006, August 14). Grocery chains blur retailing lines as they bottle Wal-Mart. Knight Ridder Tribune, P. 1 Awbi, A. (2006, June 16 Tesco Shifts Focus as foreign business booms. Food Drink Europe. com. Retrieved August 21, 2006 from http://www. foodanddrinkeurope. com/news/ng. asp? id=68453. Klintenberg, H. (2003). Japanese Food Market Consumer Market Characteristics, and the foreign entry situation from a Swedish Perspective. Gotenborg, Dept. of Human and Economic Geography. Retrieved August 21, 2006 from http://www. handels. gu. se/epc/archive00003058. Ikea to move into specialty grocery market. (2005, July 11). Food Drink Europe. com Retrieved August 24, 2006 from http://www. foodanddrinkeurope. com/news/printNewsBis. asp? id=61218 Jackson, J. (2006, April 6). Experts discuss bird-flue response: Publix plan for curbside delivery is an example of how business for the worst. Knight Ridder Business Tribune. Retrieved August 21, 2006 from ProQuest. Mujtaba, B. G. (April 2007). Cross cultural management and negotiation practices. ILEAD Academy Publications; Florida, United States. ISBN: 978-0-9774211-2-1. Website: Ileadacademy. com. Mujtaba, G. B. Johnson, W. , (2004). Publix Super Markets Inc. : Achieving Customer Intimacy. Case 15; pages 375-392. In William Johnson and Art Weinstein‘s book entitled Superior Customer Value in New Economy. Second Edition. CRC Press. Orgel, D. (2002, June 17). U. S. Supermarket Operators need a foreign policy. Supermarket News. Retrieved August 21, 2006 from ProQuest Database. Pint Sized Imports. Progressive Grocer (2006, May 15). 8, p. 18. Retrieved August 21, 2006 rom ProQuest Database. Publix. (2006, March 2). Publix Announces 4th Quarter and Annual Results for 2005. Retrieved August 21, 2006 from www. ublix. com. Publix. (2006, April 13). Publix Announces Annual Dividend. Retrieved August 21, 2006 from www. publix. com. Publix. (2006). Publix website visited on August 21 2006 at http://www. publix. com 31 4. 5. 6. 7. 8. 9. 10. 11. 12. Journal of Business Case Studies – Fourth Quarter 2007 13. 14. 15. Volume 3, Number 4 16. 17. Publix plans natural prototypes. (2005, May 13). South Florida Business Journal. Retrieved August 21, 2006 from http://www. bizjournals. com/southflorida/stories/2005/05/09/daily52. html. Grocer to add flavor with Hispanic themed stores. (2005, March 7). South Florida Business Journal. Retrieved August 21, 2006 from http://www. bizjournals. com/southflorida/stories/2005/03/07/daily5. html. Ideal Media, LLC. (2006). Restaurant Business: Street smarts for the entrepreneur. Retrieved August 21, 2006 from http://www. restaurantbiz. com/index. php? option=com_contenttask=viewid=13355Itemid=93. Publix. (2006). Publix Super Markets Inc. Annual Report to Stockholders: The Character of Publix. Publix (2006, February 6). Publix and the Little Clinic to open walk-in medical clinics. Retrieved September 16, 2006 from www. publix. com NOTES 32 How to cite Publix, Essay examples

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Porno for Pyros For all those people who loved Janes Addiction and heard of Perry Farells new band cast all memories of Janes away. The voice stayed and so did the brilliance of the words but the music combines the funk Stephen Perkins learnt with Infectious Grooves and the surfer/punk guitar styling of bassist Martin LeNoble and lead guitarist Peter Distefano. This self-titled album will take you through the world of the devastating summer of 1992 in L.A. and give you a clear perspective of one mans life on those streets. This is the album that combines alternative themes, Sex (and violence), drugs, and rock n roll. All expectations were met with this album. The one problem is that it leaves you wanting more and more and you will probably wear out your CD (since I dont think a tape does the sound justice). A definite must for all people who are sick of the commercialism of alternative music. We will write a custom essay sample on Porno For Pyros or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Review by K. R., Berlin, NH

Improve Your German Pronunciation With Tongue Twisters

Improve Your German Pronunciation With Tongue Twisters German tongue twisters are known as tongue breakers in German, or  Zungenbrecher. Many of the classic German tongue twisters easily fit that unique description, and they can also be an amusing and entertaining way to practice your German pronunciation.   German Tongue Twisters Here is a collection of German tongue twisters - with an English translation of each one. Want more tongue breaking? Here is a collection  of more tongue-twisters. 1.  Acht alte Ameisen assen am Abend Ananas. Eight old ants ate pineapple in the evening. 2.  Allergischer Algerier, algerischer Allergiker. Allergic Algerian, Algerian allergic 3.  Esel essen Nesseln nicht, Nesseln essen Esel nicht. Donkeys dont eat nettles, nettles dont eat donkeys. 4.  Es klapperten die Klapperschlangen  bis ihre Klappern schlapper klangen. The rattlesnakes rattled until their rattles sounded run-down. (This is a Schà ¼ttelreim, or goat rhyme, as is the the next one.) 5.  Es sprach der Herr von Rubenstein,  mein Hund der ist nicht stubenrein. So  spoke Mr. von Rubenstein, my dog, hes not house-trained. 6.  Es grà ¼nt so grà ¼n, wenn Spaniens Blà ¼ten blà ¼hen. It turns so green when the flowers in Spain flower. (This is the German version of The rain in Spain falls mainly in the plain from My Fair Lady.) 7.  Fischers Fritz ißt frische Fische, frische Fische ißt Fischers Fritz.   Fischers Fritz eats fresh fish; fresh fish eats Fischers Fritz. (This can be compared to the English Peter Piper picked a peck of pickled peppers.)   8.  Hottentottenpotentatentantenattentat Hottentot potentates aunt assassination. (Note: the correct term for Hottentot is actually Khoi-Khoi, a people from what is now Namibia.) 9.  Im dichten Fichtendickicht sind dicke Fichten wichtig. In the thick spruce thicket thick spruces are important. 10.  In Ulm, um Ulm, um Ulm herum. In Ulm, around Ulm, all around Ulm. 11.  Die Katzen kratzen im Katzenkasten, im Katzenkasten kratzen Katzen. The cats scratch in the cat box,  in the cat box scratch the cats. 12.  Die krumme Katze tritt die krumme Treppe krumm. The crooked (hunched) cat goes down the crooked stairs crookedly. 13.  Der Cottbuser Postkutscher putzt den Cottbuser Postkutschkasten. The Cottbus postal coach driver cleans the Cottbus postal coach chest. 14.  Ob er à ¼ber Oberammergau, oder aber à ¼ber Unterammergau, oder ob er à ¼berhaupt noch kommt, ist ungewiß! Whether hes coming via Oberammergau, or perhaps via Unterammergau, or not at all, is uncertain. 15.  Der Pfostenputzer putzt den Pfosten, den Pfosten putzt der Pfostenputzer. The post-cleaner cleans the post, the post is being cleaned by the post-cleaner. 16.  Wenn Fliegen hinter Fliegen fliegen, dann fliegen Fliegen Fliegen nach. When flies fly behind flies, then flies fly after flies. 17.  Wenn hinter Griechen Griechen kriechen, kriechen Griechen Griechen nach. When Greeks creep behind Greeks, Greeks creep after Greeks. 18.  Wenn meine Braut Blaukraut klaut, dann ist sie eine Blaukrautklaubraut. If my bride steals red cabbage,  then shes a red cabbage-stealing bride. 19.  Zehn Ziegen zogen zehn Zentner Zucker zum Zoo, zum Zoo zogen zehn Ziegen zehn Zentner Zucker. Ten goats pulled ten centners of sugar to the zoo,  to the zoo pulled ten goats ten centners of sugar.(A hundredweight,  der Zentner, equals 50 kilograms, 100 Pfund or 110 U.S. pounds.) 20.  Zwischen zwei Zwetschgenbumen zwitschern zwei Schwalben. Between two plum trees twitter two swallows. Need Help? If youre struggling with the tongue-twister, ask a German native to say it for you or look online to hear the pronunciation. It can help to hear it, not just read it.   Start slowly;  practice just small chunks of a tongue twister first.

Copyright Notice and the Use of the Copyright Symbol

Copyright Notice and the Use of the Copyright Symbol A copyright notice or copyright symbol is an identifier placed on copies of the work to inform the world of copyright ownership. While the use of a copyright notice was once required as a condition of copyright protection, it is now optional. Use of the copyright notice is the responsibility of the copyright owner and does not require advance permission from, or registration with the Copyright Office. Because prior law did contain such a requirement, however, the use of a copyright notice or copyright symbol is still relevant to the copyright status of older works. The copyright notice was required under the 1976 Copyright Act. This requirement was eliminated when the United States adhered to the Berne Convention, effective March 1, 1989. Although works published without copyright notice before that date could have entered the public domain in the United States, the Uruguay Round Agreements Act (URAA) restores copyright in certain foreign works originally published without copyright notice. How Is a Copyright Symbol Useful Use of the copyright notice may be important because it informs the public that the work is protected by copyright, identifies the copyright owner, and shows the year of first publication. Furthermore, in the event that a work is infringed, if a proper notice of copyright appears on the published copy or copies to which a defendant in a copyright infringement suit had access, then no weight shall be given to such a defendants defense based on innocent infringement. Innocent infringement occurs when the infringer did not realize that the work was protected. The use of the copyright notice is the responsibility of the copyright owner and does not require advance permission from, or registration with, the Copyright Office. Correct Form for the Copyright Symbol The notice for visually perceptible copies should contain all the following three elements: The copyright symbol  © (the letter C in a circle), or the word Copyright, or the abbreviation Copr.The year of first publication of the work. In the case of compilations or derivative works incorporating previously published material, the year date of first publication of the compilation or derivative work is sufficient. The year date may be omitted where a pictorial, graphic, or sculptural work, with accompanying textual matter, if any, is reproduced in or on greeting cards, postcards, stationery, jewelry, dolls, toys, or any useful article.The name of the owner of copyright in the work, or an abbreviation by which the name can be recognized, or a generally known alternative designation of the owner. Example: copyright  © 2002 John Doe The  © or C in a circle notice or symbol is used only on visually perceptible copies. Phonorecords Certain kinds of works, for example, musical, dramatic, and literary works may be fixed not in copies but by means of sound in an audio recording. Since audio recordings such as audio tapes and phonograph disks are phonorecords and not copies, the C in a circle notice is not used to indicate protection of the underlying musical, dramatic, or literary work that is recorded. Copyright Symbol for Phonorecords of Sound Recordings Sound recordings are defined in the law as works that result from the fixation of a series of musical, spoken, or other sounds, but not including the sounds accompanying a motion picture or other audiovisual work. Common examples include recordings of music, drama, or lectures. A sound recording is not the same as a phonorecord. A phonorecord is a physical object in which works of authorship are embodied. The word phonorecord includes cassette tapes, CDs, records, as well as other formats. The notice for phonorecords embodying a sound recording should contain all the following three elements: The copyright symbol (the letter P in a circle)The year of first publication of the sound recordingThe name of the owner of copyright in the sound recording, or an abbreviation by which the name can be recognized, or a generally known alternative designation of the owner. If the producer of the sound recording is named on the phonorecord label or container and if no other name appears in conjunction with the notice, the producers name shall be considered a part of the notice. Position of Notice The copyright notice should be affixed to copies or phonorecords in such a way as to give reasonable notice of the claim of copyright. The three elements of the notice should ordinarily appear together on the copies or phonorecords or on the phonorecord label or container. Since questions may arise from the use of variant forms of the notice, you may wish to seek legal advice before using any other form of the notice. The 1976 Copyright Act overturned the strict consequences of failure to include copyright notice under prior law. It contained provisions that set out specific corrective steps to cure omissions or certain errors in the copyright notice. Under these provisions, an applicant had 5 years after publication to cure omission of notice or certain errors. Although these provisions are technically still in the law, their impact has been limited by the amendment making notice optional for all works published on and after March 1, 1989. Publications Incorporating United States Government Works Works by the U. S. Government are not eligible for U.S. copyright protection. For works published on and after March 1, 1989, the previous notice requirement for works consisting primarily of one or more U. S. Government works has been eliminated. However, use of a notice on such a work will defeat a claim of innocent infringement as previously described provided the copyright notice also includes a statement that identifies either those portions of the work in which copyright is claimed or those portions that constitute U. S. Government material. Example: copyright  © 2000 Jane Brown.Copyright claimed in Chapters 7-10, exclusive of U. S. Government maps Copies of works published before March 1, 1989, that consist primarily of one or more works of the U. S. Government should have a notice and the identifying statement. Unpublished Works The author or copyright owner may wish to place a copyright notice on any unpublished copies or phonorecords that leave his or her control. Example: Unpublished work  © 1999 Jane Doe

Counter-Terrorism Essay Example | Topics and Well Written Essays - 500 words

Counter-Terrorism - Essay Example Following the Sept. 11th assails, associates of the Bush admin were exceedingly grave of the FISA constraints. Segments of the Patriot Act inflated the laws accomplish to tackle terrorism criminal as well as, representatives of foreign nations. However, when President Bush asked for an extended course of close watch by the National Security Agency (NSA), he chose to evade the FISA route wholly. On the revelation of these unmerited wiretaps by the media in 2005, government bureaucrats debated that working in FISA is supposedly too tiresome. The AEDPA makes the present edition of the customary habeas corpus writ. Conventionally, habeas corpus that factually denotes one ought to have the body is a defense against unlawful imprisonment. Under the law, an individual imprisoned by executive bureaucrats, military officials, guards, and jail wardens could request a court to establish whether his or her imprisonment is endorsed by law. The individual could file an appeal for the writ; also the court needs the executive bureaucrat to react in what is acknowledged as the wit "return". If the jury establishes that the imprisonment infringes the law, it gives the habeas corpus writ. As a component of its reply to the experiences of September 11, in the year 2001, Congress enacted the Patriot Act of the U.S.A. The Act turned out to be effectual right away upon being passed into rule by the nation’s head on October 26 in the year 2001. A section of the Act inflates constraints on the ownership, exploitation and right of entry to biological agents, pollutants and deliverance systems. Before the Act, national law forbade the progress, production, transmission or ownership of whichever biological agent, pollutants, or deliverance system for use as a weapon. The Act significantly expands the law by now prohibiting ownership of a biological agent, pollutants, or deliverance system of a kind or in a measure

Rites of Passage of the Maasai Community of Kenya Research Paper

Rites of Passage of the Maasai Community of Kenya - Research Paper Example Maasai are directly related to the Turkana of western-central Kenya. Oppong J. and Oppong E. point out that â€Å"they are a traditional pastoral people who are semi-nomadic and who practice a communal system of sharing with one another† (61). Today, their way of life is being threatened and is changing every minute. Large areas of their grazing land are today included in Kenya’s national parks. They consider this a threat because according to their traditions, no land should be enclosed. Rather, it should be owned communally and nobody ought to be denied access to resources such as water and land. Their diet is comprised of meat, milk, and blood from cattle. They hold the belief that utilizing the land for crop farming is a crime against nature. Once one cultivates the land, its suitability for grazing is lost. But more recently, the Maasai have moved from this belief and changed to being â€Å"dependent on food produced in other areas such as maize meal, rice, potato es, and cabbage† (Oppong J. and Oppong E. 61) (which they have always believed is goat leaves). 3. Rites of Passage of the Maasai Community Even with the changes that occur in the day to day activities of the Maasai community, a lot has not changed. ...These rites of passage concern men more, while women initiations focus on circumcision and marriage, though circumcision is being eroded with time. Unlike the men, women have no age-sets and are hence recognized by those of their husbands (Oppong J. and Oppong E. 63). The following are the rites of passage among the Maasai: Enkipata (pre-circumcision ceremony) This ceremony is organized by fathers of the new age-set. The boys in this age-set are aged between 14 and16 years. The boys usually travel across their section of land for about four months, declaring the formation of the new-age set. A group of elders guiding the formation of the new age-set usually accompany the boys. In order to initiate the boys away from the rest of the families, thirty to forty houses are built for this purpose (Maasai Association. â€Å"Maasai Ceremonies and Rituals†). The location of the houses for the initiation ceremony is usually chosen by the Maasai prophet. Emuratta (circumcision) This is the most important rite of passage among the Maasai community. Circumcision was for both boys and girls according to culture, though in this century, girls do not undergo it. Circumcision takes the boys to the other stage of manhood. This initiation is performed shortly after puberty. The actual process takes place shortly prior to sunrise where cold water is poured on the boy to make him numb. The process is performed by an elder who has experience in this job. During the process, the boy must be very brave because the process is not pleasant and there are no pain relief drugs, such as anesthesia. No boy is allowed to flinch an eye because one is considered a coward, which is not a good trait for the young man.

Comparison of Chinese and Western Advertising

Comparison of Chinese and Western Advertising Advertising is not only an economic phenomenon, but also a cultural phenomenon, which is a kaleidoscope, the reflection of social culture. Linguists Wallace called the ads as the most culturally characterized social language among all the discourses. Culture is a compound entirety, and every community has its own unique culture. And language is an important part of culture, which mirrors the history and cultural background of a country, as well as contains the nations life style and thinking style. That is to say, the development of language has accumulated abundant culture, the writing of which reflects the most profound connotation of culture. Thus, as a part of language, inevitably, advertisement language can be influenced by culture. This thesis researches into the cultural differences between China and western countries reflected in advertising language, in order to make communication between China and western counties much easier. [Key Words] Advertisement; Cultural Differences; Values; National Trait I. Introduction In the age of information, advertising has become an important source of information for modern life. With the globalization of the economy, advertising is becoming a worldwide commercial activity nowadays. As different kinds of culture conflicted with each other, any commercial advertising can not only operate in the information conveying commodities, but also have a mission of cultural dissemination. Different cultural backgrounds, different values breed different advertising creativity. The study is attempted to explore the cultural differences between China and western countries through various examples, with the purpose of getting better understanding of the developing trend of advertising both at home and abroad. Language is the mirror and reflection of culture. As a special kind of expression of language, advertisement, with no doubt, cant be separated from language. Therefore, it was born with a deep print of culture inevitably. As for the cultural differences, a number of scholars have tried to explain it in different aspects. In the past on the study of cultural differences in advertising, people tended to pick the perspective of linguistics, focusing on the vocabulary, syntax and rhetoric identity, but it is not limited to language but rather a cultural phenomenon. Many academics are trying to explore cultural differences in advertisement between China and western countries. The Dutch scholar G Hofstede who took three dimensions to analyze East-West cultural differences: individualism and collectivism self-reference and ethnocentricity, color signs and symbols, were more successful. Many Chinese scholars also did some research from a variety of angles in this area, such as Niu Xiaojuan, Xu Dezhen and so on. On the basis of the formers, the author collected a large number of materials, trying to discuss cultural differences in advertisement between China and western countries. Advertisement is part of culture. Culture includes philosophy, thinking, behavior, cultural psychology, ethics, customs, traditions and religious beliefs of history, and so on. The author have read a lot of books and collected a large number of materials concerning this study. Herein the author only chooses some aspects of culture to analyze and explore the differences between China and western countries. II. Definitions of Culture Advertisement 2.1 Culture Culture, a hot issue at home and abroad, is a very complicated, multidimensional, and nonrepresentational subject. According to the definition from The Cambridge Encyclopedia of Language (Crystal, 1997: 784), culture is the integrated pattern of human knowledge, belief and behavior. Culture defined consists of language, ideas, customs, beliefs, institutions, tools, techniques, taboos, and works of art, rituals, ceremonies, and other related components. And Hurford (1987: 315) defines culture as the most general concept to describe the behavior of human being and history. It refers to many items at different levels of generality: ideas, values, emotions, actions, tendencies and accumulations. In fact, although there are hundreds of definitions of culture, anthropologists agree that the learned ways of behaving and adapting are included in the culture, as contrasted to carry on behavioral patterns of instincts. Social scientists divide culture into several groups like family, politics, economics, education and religion. Culture and language are connecting to each other. Culture can not be discussed without language used in it. According to Kirkpatrick (1995: 271-295), culture refers to The life way and its manifestations that are specifically to a community that uses a particular language as its means of expression. Culture is an abstraction concept; it includes almost everything, no matter material or spiritual. Language is the expression of culture. Different languages have its different cultural meanings. It is limited to accept diversity culture, especially the spiritual scope. But Language is the most important foundation of the transfer of culture. One aspect is, as the basic part of culture, language carries culture, reflects culture, and develops culture. Another aspect is language is influenced by culture deeply in many aspects of our life. 2.2 Advertisement There are many definitions for advertisement; American Marketing Association defines advertising as the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by dandified sponsor through various media. With the development of technology and globalization, advertisement is run through into every aspect in various styles and becoming a rigueur part of our daily life. The advertisement is a commercial activity in the market economy for the image of enterprises and the brand of a product. The customers, as the audience of the advertisement, are edified by different cultural environment in their thoughts and consciousness. Advertising language, including advertising words and pictures, is a peculiar form of language, and the particularity determined its close bond with culture. Therefore the advertisement composers are inclined to design the ads on the basis of good understanding of the cultural characteristics and rack their brains to make the ads catering to the customers cultural psychology through language skills and fancy pictures. On the contrary, without fail, we could realize the cultural differences through varied advertisements. III. Cultural Differences in Advertisements between China and Western Counties Today, with the development of the technology and the spread of the mass media, advertising has a widely influence to our daily life. However, whatever promoting strategies advertising companies use, the language is the main carrier of the message. As Vestergaard Schroder (1985: 246) point out, advertising takes many forms, but in most of them language is of crucial importance. Advertising language is presented in a style that has immediate impact with the intent of rapid persuasion. In the world market, the translation of advertising language is essential for the effective transmission of advertising and thus the sale of products. However, before the translation is undertaken, having a good knowledge of both the similar and different characteristics of advertising language used in the West and in China is a must. In this section the author would like to talk about it in the following aspects. 3.1 Values Cultural values is a criterion that people judge the good and the bad, the beautiful and the ugly, the worthy and the unworthy, the clean and the dirty, the correct and the wrong, the kind and the cruel, the just and the unjust, the decent and the indecent and so on. Psychologist Henry Murray defined that value is the psychological reflection of basic demands, which should be changed by the real world. That is to say values are a kind of thought eager for something. In this section the author like to talk about it in the following aspects. 3.1.1 Individual vs. Collectivity Generally speaking, western culture encourages individual orientation that is more concerned about their own interests, as well as individual successes and achievements, and is self-centered, with emphasis on personal dignity, and encourages and praises those who have wealth to the challenges and difficulties of people. By comparison, the eastern nations show more hierarchical groups orientation and the orientation of the overall interests of nation and prominent family, with particular emphasis on finding family interests and family ethics and coordinating relations. Thus, the traditional Chinese culture recognizes the value of the individual, to a certain extent, from individuals and groups (family, religious and national) such cultural difference is a clear manifestation in advertising home and abroad. China is a large traditional agricultural social pattern, so it focuses on the Chinese cultural system collectivism, authoritative character. Chinese people have strong patriotic feelings, emphasizing national self-esteem, self-belief. The following examples are inclined to illustrate this view. Zhonghua toothpaste: à ¥Ã‚ Ã‚ Ãƒ ¥Ã‚ ¹Ã‚ ´Ãƒ ©Ã‚ £Ã… ½Ãƒ ©Ã¢â‚¬ ºÃ‚ ¨Ãƒ ¥Ã… ½Ã¢â‚¬  Ãƒ §Ã‚ ¨Ã¢â‚¬ ¹Ãƒ ¯Ã‚ ¼Ã…’à ¤Ã‚ ¸Ã‚ ­Ãƒ ¥Ã‚ Ã… ½Ãƒ ¦Ã‚ °Ã‚ ¸Ãƒ ¨Ã‚ ¿Ã…“à ¥Ã…“ ¨Ãƒ ¦Ã‹â€ Ã¢â‚¬ËœÃƒ ¥Ã‚ ¿Ã†â€™Ãƒ ¤Ã‚ ¸Ã‚ ­ (Hu Zhongli, Zhu LijuanWang Yafei, 2007). 10 years of ups and downs, China forever in our hearts The ads not only show this brand enjoys years of popularity but also expresses that Chinese people love their motherland through the homophonic pun. The following examples are no exception to this rule. à §Ã‚ ¾Ã… ½Ãƒ ¨Ã‚ Ã‚ ±Ãƒ ¥Ã¢â‚¬  Ã‚ °Ãƒ §Ã‚ ®Ã‚ ± MeiLing refrigerator à ¤Ã‚ ¸Ã‚ ­Ãƒ ¥Ã¢â‚¬ ºÃ‚ ½Ãƒ ¤Ã‚ ºÃ‚ ºÃƒ §Ã… ¡Ã¢â‚¬Å¾Ãƒ §Ã¢â‚¬ Ã… ¸Ãƒ ¦Ã‚ ´Ã‚ »Ãƒ ¯Ã‚ ¼Ã…’à ¤Ã‚ ¸Ã‚ ­Ãƒ ¥Ã¢â‚¬ ºÃ‚ ½Ãƒ ¤Ã‚ ºÃ‚ ºÃƒ §Ã… ¡Ã¢â‚¬Å¾Ãƒ §Ã‚ ¾Ã… ½Ãƒ ¨Ã‚ Ã‚ ± Chinese life, Chinese MeiLing à ©Ã¢â‚¬ ¢Ã‚ ¿Ãƒ ¨Ã¢â€ž ¢Ã‚ ¹Ãƒ ©Ã¢â‚¬ ºÃ¢â‚¬  Ãƒ ¥Ã¢â‚¬ ºÃ‚ ¢ ChangHong Group Cooperation à ©Ã¢â‚¬ ¢Ã‚ ¿Ãƒ ¨Ã¢â€ž ¢Ã‚ ¹Ãƒ ¤Ã‚ »Ã‚ ¥Ãƒ ¤Ã‚ ºÃ‚ §Ãƒ ¤Ã‚ ¸Ã… ¡Ãƒ ¦Ã…  Ã‚ ¥Ãƒ ¥Ã¢â‚¬ ºÃ‚ ½Ãƒ £Ã¢â€š ¬Ã‚ Ãƒ ¦Ã‚ °Ã¢â‚¬ËœÃƒ ¦- Ãƒ ¦Ã‹Å"Å’Ã §Ã¢â‚¬ ºÃ¢â‚¬ ºÃƒ ¤Ã‚ ¸Ã‚ ºÃƒ ¥Ã‚ ·Ã‚ ±Ãƒ ¤Ã‚ »Ã‚ » ChangHong shoulder the mission of dedicating itself to the service of its motherland and nation prosperity. This not only reflects the growth of Chinas national industry is the reality, but also expresses peoples national pride and inspires love of national goods, contributing to the revitalization of the national industries. In the United Statesà ¯Ã‚ ¼Ã…’as a dominant social individualism, personal unique personality means the pursuit of his own words, behavior, thought and distinctiveness. Advertisement of American Opel car directly advertised product unique, highlighting their seeking personality traits. All cars are the same these days. Weve all heard this said. But not by anybody who knows about Opel. Coincidentally, an advertisement of Porsche sports car with a brilliant attractive picture of a red sports car running rapidly on the Highway, creates Lonely wolf image as luxury sport cars driving through a forest. There is no doubt that such advertising can meet management objectives, such as young consumers desire for self-expression, the pursuit of brilliant psychological cause. From the above examples, it is not difficult to see that self-expression, independent spirit and values of individuals struggling to be fully reflected in the advertising. 3.1.2 Love vs. Respect To some extent, love and respect are synonymy for they have much in common. By the respect love from, and love distillated to respect is a process of quantitative and qualitative change, but they cannot be the same. Respect is always from the lower to the upper while love is equal regardless of level and class. With traditional cultural influence of each own, Chinese advertisement is respect-oriented while western countries love-oriented. This is because in China, filial piety is a virtue. Chinese people deeply feel the responsibility of the family. Not only morally, but also legally, children have the obligation and responsibility of maintenance for the elderly. Filial piety is a faithful, honest basis. One Expression of filial piety is distinguishing elderly. Such values have been strengthened in advertising. Lets take a look at two medicine ads in China and abroad. Health Protection Yangshen in television advertising: On the Screen, the son acted by movie star Huang Rihua is worried about his fathers health, so he buys him today Yangshen which will probably benefit his physical condition. But probably as a result of little communication between the father and son, its a little difficult for the son to find the way to present Yangshen to his father. When the son is practicing father, I love you in his room, the father breaks in and looks at the son with surprise and misunderstanding. At this time, the son hands Yangshen over to his father and speaks out father, I love you, then we could see the tear in the fathers eyes. Adalat Oros advertisement of preventing cardiovascular medicine: a picture of a healthy elderly full of energy and spirit and together with his newly young married wife wearing her wedding dress in front of the church, his self-confidence and charming smile on his face. Advertising language is: He should live longer than he expected. Two commercials are both good advertising, but also illustrate different cultural foundation in Chinese and Western world. One is respect oriented, and the other love oriented. YangShen advertising today shows that in the Chinese family, child shows respect to his father at first, then the love. Commercials take full advantage of the Chinese culture; achieving an effect that Yangshen is not only just for health supply but a token to express love. Likewise, Adalat Oros is a kind of medicine. It takes the performance by using humor that two people with age gap get married, the advertisements feature mock language, relaxed and candidly conveying brand concept: Love for your health is treasure and cherish life! The high confidence from high-hold head of the young lady and the crafty smile of the old fellow clearly manifested the contest between love and life (Wang Chunmei, Wan YinongZhang Lei, 2006). 3.1.3 Authority vs. Freedom China has experienced a long history in the feudal society, as its mainstream culture, Confucianism has been widely influencing the lives of Chinese people, who have also formed a less thinking mode advocating moderation and upholding the authority. This is reflected in the life of the people, who will always take professional judgment and authority sector report as golden rule without any suspicion. Thus, Chinas advertising is always full of experts and recommends certification of authority sector. By comparison, the Western advertisers are more inclined to create an image for the brand, giving expression to the peoples desire for individuality and freedom. We could see the differences in the following advertisement. à ©Ã‚ «Ã‹Å" à ©Ã…“ ² à ¦Ã‚ ´Ã‚ : à ©Ã‚ «Ã‹Å"à ©Ã…“ ²Ãƒ ¦Ã‚ ´Ã‚ Ãƒ ©Ã¢â€š ¬Ã¢â‚¬ °Ãƒ ©Ã‚ «Ã‹Å"à ¦Ã‚ ¡Ã‚ £Ãƒ ¤Ã‚ ¼Ã‹Å"à ¨Ã‚ ´Ã‚ ¨Ãƒ §Ã… ¡Ã¢â‚¬Å¾Ãƒ ¦Ã‚ ´Ã‚ Ãƒ ©Ã‚ ½Ã‚ ¿Ãƒ ¦Ã‚ Ã‚ Ãƒ ¦-â„ ¢Ãƒ ¯Ã‚ ¼Ã…’à ¥Ã‚ ®Ã…’à ¥Ã¢â‚¬ ¦Ã‚ ¨Ãƒ §Ã‚ ¬Ã‚ ¦Ãƒ ¥Ã‚ Ã‹â€ Ãƒ ¥Ã¢â‚¬ ºÃ‚ ½Ãƒ ¥Ã‚ ®Ã‚ ¶Ãƒ ¦Ã‚  Ã¢â‚¬ ¡Ãƒ ¥Ã¢â‚¬ ¡Ã¢â‚¬  Ãƒ ¯Ã‚ ¼Ã…’à ¦Ã¢â‚¬ ºÃ‚ ´Ãƒ ¤Ã‚ ¼Ã‹Å"à ¤Ã‚ ºÃ… ½Ãƒ ¥Ã¢â‚¬ ºÃ‚ ½Ãƒ ©Ã¢â€ž ¢Ã¢â‚¬ ¦Ãƒ ¦Ã‚  Ã¢â‚¬ ¡Ãƒ ¥Ã¢â‚¬ ¡Ã¢â‚¬  Ãƒ ¯Ã‚ ¼Ã…’à ¤Ã‚ ¸Ã‚ Ãƒ §Ã‚ £Ã‚ ¨Ãƒ ¦Ã‚ Ã… ¸Ãƒ §Ã¢â‚¬ °Ã¢â€ž ¢Ãƒ ©Ã‚ ½Ã‚ ¿Ãƒ ¯Ã‚ ¼Ã…’à ¤Ã‚ ¿Ã‚ Ãƒ ¦Ã…’ Ãƒ §Ã¢â‚¬ °Ã¢â€ž ¢Ãƒ ©Ã‚ ½Ã‚ ¿Ãƒ ¨Ã‚ ¡Ã‚ ¨Ãƒ ©Ã‚ Ã‚ ¢Ãƒ ¦Ã‚ ´Ã‚ Ãƒ ¥Ã¢â‚¬ ¡Ã¢â€š ¬Ãƒ ¥Ã¢â‚¬ ¦Ã¢â‚¬ °Ãƒ ¦Ã‚ »Ã¢â‚¬ËœÃƒ £Ã¢â€š ¬Ã¢â‚¬Å¡Ãƒ ©Ã‚ «Ã‹Å"à ©Ã…“ ²Ãƒ ¦Ã‚ ´Ã‚ Ãƒ §Ã¢â‚¬ °Ã¢â€ž ¢Ãƒ ¨Ã¢â‚¬  Ã‚ Ãƒ ¥Ã…“ ¨Ãƒ ¤Ã‚ ¸-à §Ã¢â‚¬ ¢Ã…’à ¤Ã‚ ¸Ã…  Ãƒ ¥Ã‚ -à ¥Ã‹â€ Ã‚ °Ãƒ ¨Ã‚ ¶Ã¢â‚¬ ¦Ãƒ ¨Ã‚ ¿Ã¢â‚¬ ¡40à ¤Ã‚ ¸Ã‚ ªÃƒ §Ã¢â‚¬ °Ã¢â€ž ¢Ãƒ ¥Ã…’ »Ãƒ ¥Ã‚ ­Ã‚ ¦Ãƒ ¤Ã‚ ¼Ã… ¡Ãƒ ¦Ã¢â‚¬ °Ã‚ ¿Ãƒ ¨Ã‚ ®Ã‚ ¤Ãƒ ¯Ã‚ ¼Ã…’à ¦Ã¢â‚¬ ºÃ‚ ´Ãƒ ¥Ã‚ ¤Ã… ¡Ãƒ ¤Ã‚ ¸Ã‚ ­Ãƒ ¥Ã¢â‚¬ ºÃ‚ ½Ãƒ ¥Ã‚ Ã‚ £Ãƒ ¨Ã¢â‚¬ ¦Ã¢â‚¬ Ãƒ ¦Ã…  Ã‚ ¤Ãƒ §Ã‚ Ã¢â‚¬  Ãƒ ¤Ã‚ ¸Ã¢â‚¬Å"à ¥Ã‚ ®Ã‚ ¶Ãƒ ©Ã¢â€š ¬Ã¢â‚¬ °Ãƒ §Ã¢â‚¬ Ã‚ ¨Ãƒ ¥Ã¢â‚¬Å" Ãƒ §Ã¢â‚¬ °Ã…’à ¯Ã‚ ¼Ã…’à ¤Ã‚ ¸Ã‚ ­Ãƒ ¥Ã¢â‚¬ ºÃ‚ ½Ãƒ ¥Ã‚ Ã‚ £Ãƒ ¨Ã¢â‚¬ ¦Ã¢â‚¬ Ãƒ ¥Ã…’ »Ãƒ ¥Ã‚ ­Ã‚ ¦Ãƒ ¤Ã‚ ¼Ã… ¡(CSA )à ¯Ã‚ ¼Ã…’à ¤Ã‚ ¸Ã‚ ­Ãƒ ¥Ã‚ Ã… ½Ãƒ ©Ã‚ ¢Ã¢â‚¬Å¾Ãƒ ©Ã‹Å" ²Ãƒ §Ã¢â‚¬ °Ã¢â€ž ¢Ãƒ ¥Ã…’ »Ãƒ ¤Ã‚ ¼Ã… ¡(CPMA)à ¦Ã… ½Ã‚ ¨Ãƒ ¨Ã‚ Ã‚ Ãƒ ¥Ã¢â‚¬Å" Ãƒ §Ã¢â‚¬ °Ã…’à £Ã¢â€š ¬Ã¢â‚¬Å¡ The company selected high quality tooth-cleaning materials, fully in line with national standards. This toothpaste does not wear the teeth, but makes it clean and glossy. It has been recognized by more than 40 Dental Associations in the world and more Chinese experts choose this brand. CSA and CPMA recommend the brand. Safeguard, a brand of fancy soap, also takes the print of Chinese Medical Association as an attractive point. In the western advertisement, seldom do we find the reorganization of authority. As for the westerners, freedom and individualism is much more important. Nike Just do it Marlboro Come to where the flavor is Come to Marlboro Country (Han Ping, 2005). Marlboro is a name of cigarette. Here Marlboro Country refers to the people who smoke this kind of cigarette which makes people forget their manual processes, thus there is a yearning for freedom to return to the nature. Flavor has two meanings here. One is the unique taste; the other is the special dress and grace of the smoker. Marlboro man represents the most successful, most influential brand image in the century. He is dressed in jeans, riding a tall courser, with a cigarette in his mouth and blue sky as background. All this is a symbol of pizzazz, and freedom, which many young men pursue. Commercial advertisers take this image serving as a foil to the passionate, adventurous, exciting and free life which people are yearning and pursuing. Because this advertisement fully satisfies the westerners expectation for freedom, Marlboro receives an agreeable and delectable return. 3.1.4 Contribution vs. Enjoyment China is a large agricultural social pattern; the Chinese put much stress on collectivism, authoritative character, submitting to nature. The advertisement reflected the characteristics of Chinese culture. à ¥Ã‚ Ã… ½Ãƒ ¥Ã…  Ã¢â‚¬ ºÃƒ §Ã‚ Ã‚ ­Ãƒ ¨Ã… ¡Ã…  Ãƒ ¥Ã¢â€ž ¢Ã‚ ¨,à ©Ã‚ »Ã‹Å"à ©Ã‚ »Ã‹Å"à ¦-  Ãƒ ¨Ã… ¡Ã…  Ãƒ §Ã… ¡Ã¢â‚¬Å¾Ãƒ ¥Ã‚ ¥Ã¢â‚¬ °Ãƒ §Ã…’ ® (Hua Li mosquito killer) Hua Li mosquito killer makes the world no mosquitoes. This arouses resonance in the minds of consumers. As for the westerners, they have a tendency of enjoyment. There is a popular saying in the USA: Work hard, and enjoy yourself. An important concept of Americans working is separating work hours and leisure time. In their view, the work is no doubt important, but entertainment and relaxation is the best way to improve efficiency. The following ads are the best certification. Enjoy absolute Vodka, enjoy life, it deserves you. (Vodka) Just for the taste of it. (Coca Cola) Be youngà ¯Ã‚ ¼Ã…’have fun, drink PEPSI. Take time to indulgeà ¯Ã‚ ¼Ã… ½Ãƒ ¯Ã‚ ¼Ã‹â€ NES Ice creamà ¯Ã‚ ¼Ã¢â‚¬ °These advertisements demonstrate the consumers concept: enjoy life, seek for abundant consumption, and possession of pleasing products. 3.2 National Trait Every country has its own nation trait, according to these nation traits; we mean the qualities, characteristics, tendencies, values, moral principles and beliefs. All of them are a part of culture. Here, the author from three aspects respective to illustrate and exhibit the cultural differences. 3.2.1 Traditional vs. Newfangled Chinese people love jubilant scenes, love to listen to auspicious words. A lot of the advertising language starting from the basic mass psychology fully reflects radiant spare atmosphere. For example: à ¨Ã¢â‚¬Å¾Ã¢â‚¬ËœÃƒ §Ã¢â€ž ¢Ã‚ ½Ãƒ ©Ã¢â‚¬ ¡Ã¢â‚¬ËœÃƒ ¯Ã‚ ¼Ã… ¡Ãƒ ¤Ã‚ »Ã…  Ãƒ ¥Ã‚ ¹Ã‚ ´Ãƒ ¨Ã‚ ¿Ã¢â‚¬ ¡Ãƒ ¨Ã…  Ã¢â‚¬Å¡Ãƒ ¤Ã‚ ¸Ã‚ Ãƒ ¦Ã¢â‚¬ Ã‚ ¶Ãƒ §Ã‚ ¤Ã‚ ¼, à ¦Ã¢â‚¬ Ã‚ ¶Ãƒ §Ã‚ ¤Ã‚ ¼Ãƒ ¥Ã‚ Ã‚ ªÃƒ ¦Ã¢â‚¬ Ã‚ ¶Ãƒ ¨Ã¢â‚¬Å¾Ã¢â‚¬ËœÃƒ §Ã¢â€ž ¢Ã‚ ½Ãƒ ©Ã¢â‚¬ ¡Ã¢â‚¬ËœÃƒ £Ã¢â€š ¬Ã¢â‚¬Å¡ We wont accept presents this festival except Naobaijin (A kind of health protection food) On the screen, the family, including old and young, with cheerful expression, shows the harmony and happiness. à §Ã‚ ¦Ã‚ Ãƒ ¦Ã‚ °Ã¢â‚¬ Ãƒ ¥Ã‚ ¤Ã… ¡Ãƒ ¥Ã‚ ¤Ã… ¡, à ¦Ã‚ »Ã‚ ¡Ãƒ ¦Ã¢â‚¬Å¾Ã‚ Ãƒ ¥Ã‚ ¤Ã… ¡Ãƒ ¥Ã‚ ¤Ã… ¡(Instant Noodle Advertisement) (Much happiness, much satisfaction) à ¥Ã‚ ­Ã¢â‚¬ Ãƒ ¥Ã‚ ºÃ…“à ¥Ã‚ ®Ã‚ ¶Ãƒ ©Ã¢â‚¬ ¦Ã¢â‚¬â„¢Ãƒ ¯Ã‚ ¼Ã…’à ¥Ã‚ Ã‚ «Ãƒ ¤Ã‚ ºÃ‚ ºÃƒ ¦Ã†â€™Ã‚ ³Ãƒ ¥Ã‚ ®Ã‚ ¶(Wine Advertisement) (Kongfu family wine reminds people of home) All in all, most advertisements of wine and food have an obvious Chinese characteristic, and also embody the traditional character of à §Ã‚ ¦Ã‚ Ãƒ §Ã‚ ¦Ã¢â‚¬Å¾Ãƒ ¥Ã‚ ¯Ã‚ ¿Ãƒ ¥-Å“Ã ¨Ã‚ ´Ã‚ ¢(auspicious words in China). Western culture encourages people to develop innovation, self-advocacy, and liberalism, emphasizing individuality, personal values, particularly advocating individual, equality, competition and frank vocal, active participation and self-affirmation of the export-oriented character. Reflected in the words in the language of advertising, it shows a personalized curriculum and creates something unconventional. The following is an ad for Motorola. Baked, Drenched, Tested to the extreme. A Motorola cellular phone stands tough in the face of torture. Just ask Danielle Bel1, whose phone came back from the ashes of a threealarm fire. Motorola, the best- sellingà ¯Ã‚ ¼Ã…’most preferred cellular phones in the world. This is a unique advertising idea; a picture of the Motorola mobile phone of deformation, there must be nothing but a big disaster. Clearly it will leave a lasting impression. Another ad for tyre: Even its footprint tells you its different (Han Ping, 2005). You will find everything unique and fresh in advertising language. 3.2.2 Implicative vs. Outright Different cultural backgrounds decide different expressions. Chinese people express affection, friendship and love with implicit personality in the advertising language. à ©Ã¢â‚¬ ºÃ¢â‚¬ ¢Ãƒ §Ã¢â‚¬ °Ã…’à ¦Ã‚ ´-à ¨Ã‚ ¡Ã‚ £Ãƒ §Ã‚ ²Ã¢â‚¬ °Ãƒ ¥Ã‚ ¹Ã‚ ¿Ãƒ ¥Ã¢â‚¬ËœÃ…  : A Little girl used Diaopai washing powder to wash clothes while her mother went out to find job. And she left a note: Mum, I can help you with housework. This love for Mum touched all the people who watched it. à ¥- Ãƒ ¦Ã‚ ±Ã¢â‚¬ ¡Ãƒ ¥Ã¢â‚¬ ¦Ã†â€™Ãƒ ¨Ã¢â‚¬Å¡Ã‚ ¾Ãƒ ¥Ã‚ ®Ã‚ Ãƒ ¯Ã‚ ¼Ã…’à ¤Ã‚ »-à ¥Ã‚ ¥Ã‚ ½Ãƒ ¦Ã‹â€ Ã¢â‚¬ËœÃƒ ¤Ã‚ ¹Ã… ¸Ãƒ ¥Ã‚ ¥Ã‚ ½Ãƒ £Ã¢â€š ¬Ã¢â‚¬Å¡ (Health Products Advertisement) (Xu Dezhen, 2003). The advertisement expressed the implicative and self-evident affection between wife and husband. But in western countries the expression of affection is very explicit. For instanceà ¯Ã‚ ¼Ã… ¡Take the phone to pass your loveà ¯Ã‚ ¼Ã‚ The originality is that the daughter from thousands of miles away called her parents, who were having their dinner, and said: I love you. There is another advertisement on TOYOTA: I love what you do for me (Xu Dezhen, 2003). The open-and-shut character fully revealed its candor. 3.2.3 Conservative vs. Extroverted Chinese and western culture has differences in orientation and understanding on sex. Our advertising regulations specifically prohibit a picture of temptation and seduction or sexual content. Even if it is necessary to involve related content, it will become implicit and hidden. Owing to the relatively conservative nature of the concept, many perfume and cosmetics advertisements stress implicitness. For instance: à ¤Ã‚ »Ã…  Ãƒ ¥Ã‚ ¹Ã‚ ´Ãƒ ¤Ã‚ ºÃ…’à ¥Ã‚ Ã‚ Ãƒ ¯Ã‚ ¼Ã…’à ¦Ã‹Å"Ã… ½Ãƒ ¥Ã‚ ¹Ã‚ ´Ãƒ ¥Ã‚ Ã‚ Ãƒ ¥Ã¢â‚¬ ¦Ã‚ « This year you are 20, next year 18. (Baili Soap) (Xu Dezhen, 2003). à §Ã¢â‚¬ ¢Ã¢â€ž ¢Ãƒ ¤Ã‚ ½Ã‚ Ãƒ ©Ã‚ Ã¢â‚¬â„¢Ãƒ ¦Ã‹Å" ¥Ãƒ ¯Ã‚ ¼Ã…’à §Ã¢â‚¬ ¢Ã¢â€ž ¢Ãƒ ¤Ã‚ ½Ã‚ Ãƒ §Ã‚ ¾Ã… ½ Keep young, keep charming. (Cosmetics advertisement) à ¥Ã‚ °Ã‚ Ãƒ §-ËÅ"à §-ËÅ"à ¤Ã‚ ¸Ã‚ Ãƒ ¨Ã‚ §Ã‚ Ãƒ ¤Ã‚ ºÃ¢â‚¬  ! Pox disappears. (Cosmetics advertisement) But in the western countriesà ¯Ã‚ ¼Ã…’advertisement concerning sex can be found everywhere, and the exposed beautiful women is common. An ad for Charlie perfume: The generous, sexy-young fragrance. By Revlon (Wu Keming, 1999: 178). Close-up toothpaste: Your perfume turns him on. Will your breath turn him off? Such an advertisement is not allowed in China, but it seems that the Western advertisement composers take delight in it. 3.3 Thinking Mode Thinking is an important part, highest rally, main designer and commitment of human culture. In other words, thinking is the underlying essence of human cultural phenomenon. Thinking can be divided into two basic types: intuitive thinking and logical thinking. Chinese advertisements focus on intuitive thinking while the westerners stress logical thinking. The advertisement witnessed the different thinking modes in China and West. Take telecom advertisement as an illustration. In order to express the concept of Telecom communicates, heart communicates, Chinese telecom spares no efforts in five different dribs and drabs in daily life: Communication is solicitude (father and son); Communication is love (mine worker date); Communication is share (quarrel between couple); Communication is understood (father and son); Communication is respect (teacher and student). Directly, it tells the customers that telecom can shorten distance between people and make communication convenient without space limitation but intendment and true feelings (Xu Dezhen, 2003). China telecom spends so much time, only in hope of passing the concept clearly and directly. Its not difficult for us to realize the thinking way of the originality is intuitive thinking. It not only tallies with the Chinese traditional thinking way but suits the cultural habit of the audiences. And the same is telecommunications advertising. The United States ingeniously introduced only one life detail: Yawnin g. A man walking on the street has a causal yawn, a woman not far follows him another yawn, and then one elderly is also infected with a yawn. And what even more interesting is the pet doggie accompanying them with yawning. At the sight of this picture, at first, I didnt realize what it wants to appeal for at the very moment. Just then the words hit the mark with a single comment: Communicating is very simple. This is a perfect advertising; I cant but admire the western logical ideation. Yawning is only a normal phenomenon, but the western advertisers tell the customers that communication is as easy as yawning. You can communicate with any one at any time if you are willing to. 3.4 Attitudes towards Animals, Numbers, and Plants People living in different cultures backgrounds may have their own different attitudes and thoughts towards animals, numbers, and plants. One culture may not mean the same in another. That is why the same words have different meaning in different countries. The differences caused by such words in advertising may be illustrated with the following examples. We all know that Chinese people often regard bats as a good luck because the Chinese character à ¨Ã‚ Ã‚   sounds the same as à §Ã‚ ¦Ã‚  (meaning good fortune or blessing). Some Chinese legends say that when a bat lives 100 years, it turns white in color and hangs upside down from a tree, and eating that bat could bring person longevity. A red bat foretells even better luck for à §Ã‚ ºÃ‚ ¢Ãƒ ¨Ã‚ Ã‚   sounds exactly the same as à ¦Ã‚ ´Ã‚ ªÃƒ §Ã‚ ¦Ã‚  (being supremely fortunate) (Hu Wenzhong, 2005). But in western cultures the translator must adapts their linguistic habit to the different attitude towards the animal, they do not think Bat is a good name, because bat is regarded as an extremely evil omen in much European folklore. So may be translations like Fortunes better. Sometimes numbers can lead to a variety of associations. Common speaking, every culture has some numbers. It is believed to be either fortunate or sometimes sinister, However, that may sometimes different. Then we take the translation of 7-up for example, which is a brand of soft drink. Many English speaking countries deem that the number 7 is a very luck number for the peopleà ¯Ã‚ ¼Ã…’while Chinese people dont think so. The meaning is different in Chinese eyes. According to the cultural difference, the translator is trying to make the same effect among the Chinese buyer. So they work out the name à ¤Ã‚ ¸Ã†â€™Ãƒ ¥-Å“. The name of it is very acceptable for the people because its first part à ¤Ã‚ ¸Ã†â€™ is faithful to the brand name without transmitting any unfavorable meaning, and its second part à ¥-Å“transmit the meaning of happy and good luck, and so offset the loss of connotation in the number 7. Finally, plant words also have different meanings in different cultures. For example, the brand named à ¦Ã‚ °Ã‚ ´Ãƒ ¤Ã‚ »Ã¢â€ž ¢, Chinese people think it means clean and honest. But to English people, the word narcissus means a self-loving person. So if these washing machines use such a brand name, cultural adaptation is necessary to western consumers. So the word Daffodil might be more suitable. In brief, using these types of words as brand names in a global market often means taking a risk. As we have said, the producers should be more careful when creating such brand names in advertising (Zhou Ruxin, 2004). Cultural conflict and difference is almost everywhere, even the exiguous part shouldnt be neglected. So it is a wise decision to take the above cultural element into consideration while bringing the products into world market. 3.5 Geographical Location Differences In cultures, the location may be regard as an important element. In languages, different locations have different languages cultures, and it can interpret differently in different cultures. For example, snow has become an indispensable part of Eskimos life. So they have a quite large vocabulary of different kinds of snow in their language. While people living in India can hardly imagine what is snow, what snow looks like. So there is no word for snow. There is another example: China has once produced a series of agricultural machines called à ¤Ã‚ ¸Ã…“à ©Ã‚ £Ã… ½ because of the geographical location of China. Chinese people think that à ¤Ã‚ ¸Ã…“à ©Ã‚ £Ã… ½ is a symbol of warmth which means good omen. In China, it means advantageous conditions as the Chinese à ¤Ã‚ ¸Ã¢â‚¬ ¡Ãƒ ¤Ã‚ ºÃ¢â‚¬ ¹Ãƒ ¤Ã‚ ¿Ã‚ ±Ãƒ ¥Ã‚ ¤Ã¢â‚¬ ¡Ãƒ ¯Ã‚ ¼Ã…’à ¥Ã‚ Ã‚ ªÃƒ ¦Ã‚ ¬Ã‚  Ãƒ ¤Ã‚ ¸Ã…“à ©Ã‚ £Ã… ½ (Zhou Ruxin, 2004). But in western countries, east wind has totally different meaning. For them, their west wind is the same as our east wind. Therefore, though the brand name was put into East Wind, many people hold that the more proper name might be West Wind. IV. Conclusion Culture is the product of historical development of human beings. Advertising is the product of social and economic highly development. In modern society, advertising plays an increasingly heavy role. In a sense, the advertising impacts on our lives all aspects. It not only transmits product information to us, more transmit a kind of cultural awareness. As for the cultural differences, a number of scholars have tried to explain it in different aspects. In the past on the study of cultural differences in advertising, people tended to pick the perspective of linguistics, focusing on the vocabulary, syntax and rhetoric identity, but it is not limited to language but rather a cultural phenomenon. Advertisement , as a community cultural patterns, since its naissanceà ¯Ã‚ ¼Ã…’embodies cultural uniqueness and nationality. On the basis of the formers, the author collected a large number of materials, trying to discuss cultural differences in advertisement between China and western countries. But cultural background of one nation, after all, has obstacle. In the contemporary world, with the development of globalization, no matter Chinese or Western advertising, cultural dialogue and cross-cultural communication is absolutely necessary to survive and make further development. Thus the advertisement both in China and west can win amalgamation. Boldly speaking, our purpose is to make the current advertisement to achieve a bourn of seeking common points while reserving difference, seeking uniqueness while together. This study attempts to provide some information for the advertisers through comparison between Chinese and Western advertisements in the process of international and int ercultural communication.