Social Class in Relationships in Don Quixote Free Essay Example, 1250 words

What is more, Sancho s arrival in the story logically causes the exchanges with Don Quixote to slot into the standard patterns of master/servant dialogue in sixteenth-century comedy (Close 90). In other words, without Sancho, the story would be very different indeed. Although Sancho does serve this structural sort of role in the novel, acting as a more comedic relief to Don Quixote s very sort of depressing delusions, other scholars prefer to focus on his class to the exclusion of other aspects. He is sometimes even used by scholars to represent the conflicts between the upper and lower classes (Flores 150). Something this type of scholar often points to are the rewards Sancho is supposed to earn for his service, part of the reason he goes with Don Quixote on his adventures at all. One theme which clearly defines the two characters in different ways is Sancho s salary. What his eventual reward for his services will be runs through the dialogue between him and his master from beginning to end (Close 114). What is most interesting about this relationship aspect is the promise of being a mayor of an island, which is obviously a ridiculous one. However, it is the only thing Don Quixote doesn't completely forget about when he is on his deathbed towards the end of the novel (Close 115). This may be because his promise of the mayorship represents social reality in that it reflects his real obligations, moral and social, towards a faithful servant whom he originally enticed into his service on an illusory promise of reward (Close 115). One interesting aspect of the novel is that parts of it reveal cultural assumptions that consuming certain foods was a sign of social identity and maintained proper social equilibrium (Nadeau 59). One particular episode is the part of the novel that involves Sancho Panchez going to Barataria to become mayor. Before Sancho eats at a feast, Don Quixote gives him a good bit of advice on how to behave and what kinds of food he should eat. We will write a custom essay sample on Social Class in Relationships in Don Quixote or any topic specifically for you Only $17.96 $11.86/pageorder now

Ethical and Legal Issues with DNA Profiling - 2693 Words

Introduction Deoxyribonucleic acidity (DNA) fingerprint scanning service is really a fundamental technique which is used all through the global communities every day. The procedure associated with DNA fingerprint scanning service was initially produced by the geneticist, Alec Jefferys, in the University of Leicester situated in England, in the year 1984 (as cited in Lampton, 1991). Both primary kinds of DNA utilized in the actual profiling procedure consist of mitochondrial as well as nuclear DNA (Adams, 2005). DNA fingerprint scanning service can be further utilized to resolve paternity instances, to fit a claimed dad with his child. The procedure has also been essential within the legal proper rights program, this provides precise proof in order to convict suspects or even release them pertaining to the proof attained. An essential part associated with DNA fingerprint scanning service within the department of healthcare and relative areas is actually the utilization in detecting genetic as well as hereditary problems. Additionally, DNA fingerprint scanning service assists to not only identify these problems but also provide appropriate remedies in a timely manner as well (Adams, 2005). An additional essential utilization of DNA fingerprint scanning service is the fact that it will also help reveal mysterious sufferers within devastating circumstances, like the Sept 11th strike within the World Trade Centre (WTC). DNA profiling can be used each day within the realm ofShow MoreRelatedDNA Profiling and Criminal Justice: Ethical and Legal Issues1079 Words   |  4 Pagesemergence of DNA evidence as a source of evidence in this search has become a powerful ally for both the prosecution and defense in criminal trials and there has been no clear cut advantage gained by either side of the equation. The use of DNA evidence, often referred to as DNA profiling, has given police and prosecutors a new, and more reliable, means of identifying criminal but the cost of the procedure, the time involved, and the general unavailability of labs to perform the testing has caused DNA profilingRead MoreDna Fingerprinting : Fingerprinting And Profiling1219 Words   |  5 Pages     Ã‚  Ã‚     Ã‚  Ã‚     Ã‚  Ã‚     Ã‚  Ã‚   DNA Fingerprinting/Profiling   Ã‚  Ã‚   DNA fingerprinting and profiling(DNA FP) took over the forensic world in the late 1970s. Since then, profiling has made forensics almost effortless. Profiling has evolved dramatically from the beginning stages of the replications.   Ã‚  Ã‚   DNA FP was invented by a man that goes by the name Alec Jeffreys. He was a British geneoligist. This process is called fingerprinting because it is highly unlikely for two people to have is for them to be identicalRead More The Implications of DNA Profiling Essay3166 Words   |  13 PagesThe Implications of DNA Profiling Former attorney General Janet Reno described our system of justice as a search for the truth.(1) Increasingly, the forensic use of DNA technology is an important ally in that search. DNA fingerprinting, better known in the scientific realm as DNA profiling, has given police and the courts a means of identifying the perpetrators of rapes and murders with a very high degree of confidence. However, nine years after its introduction, forensic DNA typing is still usedRead MoreAdvancement And Recommendations For Fingerprinting1519 Words   |  7 PagesCriminalistics: Advancement and Recommendations for Fingerprinting Table of Contents Criminalistics: An Introduction 2 Fingerprinting: History and Background 2 Fingerprints- What and How 4 The Society and Fingerprinting 6 Problems-Ethical and Legal 7 Recommendations 7 Conclusions†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.................... 8 Bibliography..†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦................... 9 List of Figures Figure 1. In ancient China, thumb prints were found on clay seals†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 3 Figure 2. FrictionRead MoreAnalysis, Interpretation And Discussion Of Findings Essay1960 Words   |  8 Pagesdetailed and explanatory notes on the Presentation of Findings of the fifty completed Research Questionnaires. The greater part of the sample group believes that DNA profiling is a useful science in crime eradication and medical advancements. This same percentage (94%) of the group also feel as though the public is inadequately educated on DNA and its uses and implications. A little over a half of the sample group is aware of the Human Genome Project, yet 70% of the group would have their genome sequencedRead MoreRecent Uses of DNA Technology Essays1020 Words   |  5 PagesRecent Uses of DNA Technology DNA, Deoxyribonucleic Acid, is the basic structure for all life, it is the blueprint, the instruction manual, on how to build a living organism. DNA is made up of four nitrogen bases, adenine, thymine, cytosine, and guanine which are connected by sugar-phosphate bonds. Through a process called Protein Synthesis, the nitrogen bases are the code for the creation of amino acids. Essentially, DNA makes amino acids, amino acids make proteins, proteins make organisms. ThisRead MoreA Research On Forensic Science1203 Words   |  5 Pagesinnovations benefit forensic science as well. The biggest contribution being DNA analysis, providing additional and conclusive information on biological evidence sources, but with the use of DNA analysis comes social and ethical issues in society because of the amount of information obtained in a sample. In the 1980’s biotechnology gave foundation to the most prevalent and relied upon science in criminal investigation, DNA analysis. Through the development of genetic engineering, unique areas of theRead MoreImpact Of Dna Fingerprinting3430 Words   |  14 PagesDNA profiling technologies have had a considerable impact on how forensic science and criminal investigation have been understood, carried out, and regulated in the last 25 years. Current methods of forensic DNA profiling (known also as DNA fingerprinting and DNA typing), based on Polymerase Chain Reaction (PCR) amplifications of a varying number of Short Tandem Repeat (STR) loci found at different locations on the human genome, are regularly described as constituting the â€Å"gold standard for identification†Read MoreThe Human Genome Project ( Hgp )1324 Words   |  6 Pagestheir DNA sequence. Obtaining such information can tell a patient if they have the gene variant associated with many different genetical ly linked diseases such as Alzheimer’s, diabetes, heart conditions or even cancer. This medical revolution can indicate what drugs to take, at what dosage and what lifestyle choices can be made in order to prevent the disease or at the least, control the symptoms at the earliest stages as possible. However, this new diagnostic tool has raised some ethical issues: WillRead MoreIs The Death Penalty Immoral?1622 Words   |  7 Pagesadministered by that state in which they performed that crime. When someone commits a capital crime, the jury can issue a guilty verdict that is punishable by death through lethal injection or electrocution. The death penalty is viewed as an extremely controversial topic that is debated daily among individuals. Determining fair punishment for committing a crime causes one to question their ethical and moral beliefs on the treatment of a human who takes another humans’ life. When comparing whether or not

The Basic Economic Problem Is Scarcity - 1472 Words

Topic2: Question No.1 The basic economic problem is scarcity. It occurs when people want infinite but resources are limited. Scarcity is due to limited resources because people want more and more. Resources are shortage and have alternative uses. There are three causes of construction such as land, labour and capital. Scarcity is the excess of human wants over what can basically be produced . The central economic problem effects on command economy. Command economy is a economy in which Government controls the economic deeds and give the judgment what to produce, how to produce and manage the distribution levels and setting prices. Such economies happen in China, North Korea, Cuba and the former Soviet Union. Conventionally, command†¦show more content†¦The production possibility frontier describes that there are limited resources to production, so it is necessary to plan what combination of goods and services can be produced to get effectivene. The production possibility frontier is helpful in c ommand economy, in taking important decisions on assigning the resources of economy to different sectors of development, and on several types of goods. It differentiates between what is possible and what is needed. Question No.2 The law of demand states that buyer will buy less of a good at higher prices and more of a good at lower prices. The law of supply states that producers will sell fewer goods at lower prices and more goods at higher prices. In state of equilibrium the amount of goods the consumer is willing to buy is equal to the quantity that producers are planning to sell. (a) Severe water shortage in the state of Arizona is because there is less supply of the Scottish water bottle. A decrease in supply is represented on a graph as a leftward shift (S2), then there would be shortage of a-b at the old price Equilibrium1, this causes price to rise to the new Equilibrium2. Quantity would fall from Equilibrium1 to Equilibrium2. There would be a movement through the demand curve from point a to c through the new supply curve (S2) from point b to c. This is explained in the following figure: (b) New technology which is subsidized by the UK

The Positive Impact Of School Uniforms On Students

Madison Gibson Mrs. Hutfilz Honors 9th Grade Literature and Composition 27 January 2017 The Positive Impact of School Uniforms on Students Do clothes make us who we are? Fashion brands do not shape who we are. Just because someone does not wear designer jeans, does not mean they are poor or ugly or not good enough. What if everyone dressed the same and did not have to worry about how they look or what it says about them? School uniforms are the answer. School uniforms encourage academic success, prevent bullying, and increase safety in schools, making them a positive impact on students. Uniforms encourage academic success through increasing focus and promoting spirit, causing attendance to increase and grades to also improve. â€Å"With no†¦show more content†¦Uniforms are actually cheaper than trying to stay in fashion (Jones 5). Buying a pair of one hundred dollar jeans is much less expensive than buying a whole school uniform for a similar price. Bullying can not only cause mental or physical harm to victims, but harm the bully’s future. â€Å"Teens†¦who bully are more likely to engage in other antisocial [or] delinquent behavior (e.g., vandalism†¦and drug use) into adulthood† (Gluck 10). Bullying can affect the victim’s future as well. â€Å"In 12 out of 15 school shooting cases in the 1990s, the shooters had a history of being bullied† (Effects of Bullying 4). If bullying over clothes seizes, many other problems will lessen, so uniforms will keep this form of bullying away. Uniforms in school will increase safety because it decreases school shootings and violence. As stated before, bullying can cause shooting which makes school more dangerous. Clothes in general can cause shootings. In Baltimore, a shooting at a public school took place in 1986 over a ninety-five-dollar pair of sunglasses, resulting in a wounded student (Background of the Issue 7). Uniforms would keep such an issue at bay. Violence will decrease too with uniforms. Schools in Long Beach, California with uniforms saw in kindergarten through eighth grade that assaults reduced 85%, weapon offenses dropped 83%, and vandalism decreased 50% (Giuliani 4). These statistics prove that uniforms can haveShow MoreRelatedSchool Uniforms, Good Or Bad? Essay1740 Words   |  7 Pageswill be students and parents who don’t agree with school uniforms. They will immediately reject them because to them these uniforms restrict the student s’ freedom of expression. After picking this topic. I wanted to take the negative of it because I want to freely choose the clothes that I want to wear. I didn’t want someone to choose the clothes that I’m going to wear. After, a while of researching this topic, I decided to take the positive side of school uniforms. In fact, these uniforms will helpRead MoreSchool Uniforms Should Be Banned902 Words   |  4 PagesSchool uniforms Whether you re for them or against them, this hot debate refuses to go away. It s a great idea for school to have uniform because with uniform student can get the benefit of school. This can also bring out the positive impact of school dress code. Uniform is required because it bring out promotion for school safety. But there are others that don t think school you uniforms is required in public schools. Because of anti- individual s of freedom. Adding to that wearing school uniformRead MoreSchool Uniforms Should Be Implemented Throughout K 12 Public Schools1258 Words   |  6 PagesBobby Mishra Mrs. Bezemek Apps of Comp 24 November 2014 School Uniforms According to a study done by the National Association of Elementary School Principals (NAESP) said that the popularity of school uniforms are clearly on the rise. Now more schools have uniforms rising from 28 percent to 49 percent in thirteen years (Tucker). School uniforms can help improve behavior leading to safer schools and safer communities. School uniforms can also lead to an increase in academic behavior leading to betterRead MoreWhy Uniforms Should Be Mandatory Uniforms927 Words   |  4 PagesWhy Uniforms? The uniform makes for brotherhood, since when universally adopted it covers up all differences of class and country (Robert Baden-Powell). In today’s society school uniforms still remain a controversial issue in the nation’s schools. Proponents of school uniforms states that uniforms can reduce common probes such as fighting and allows administrations to identify non-student body personal. According to At Issue: those opposed to mandatory uniforms say uniforms infringe upon students’Read MoreSchool Uniforms And Public Schools1303 Words   |  6 PagesUniforms are an identifying outfit or style of dress worn by the members of a given profession, organization, or rank. (Dictionary.com) A typical uniform consist of dark pants or shorts for boys, skirt for girls, and a shirt or a blouse. Students can also buy and wear a T-shirt with the school logo but it is not common. School uniforms first became popular in the United States in the mid 1900’s and originat ed from England. The major movement towards uniforms in state schools began with PresidentRead MoreSchool Uniforms And Schools Uniforms819 Words   |  4 Pagesas school uniforms, many are quick to deem them as unjust and avoidable. What these individuals do not know is that, in fact, school uniforms would enhance how the learning environment functions. Surely, when schools provide their students with uniforms, they are not providing their students with dreadful apparel, they are providing their students with an opportunity to change; whether it be a chance for a student to change their role academically, or a chance for a student to fit in. School uniformsRead MorePerceptions Of Dress Codes On Academic Performance And Student Behavior Essay1387 Words   |  6 Pages Perceptions of Dress Codes Impact on Academic Performance and Student Behavior EDR610 Course Final Northern Arizona University Flagstaff, Arizona The purpose of this case study is to further understand the relationship between student academic achievement and behavior and school dress codes. This study is being undertaken because the implementation of dress codes and school uniforms has never been more contentious in America today. Some schools see inconsistent results in termsRead MorePros And Cons Of School Uniform Essay834 Words   |  4 PagesAre School Uniforms a Good or Bad Idea? School uniforms has been the cause of debate for many years now. Most students like to wear school uniforms because they believe uniforms make schools (â€Å"safer for students†) and create â€Å"level playing fields† where every student has equal opportunity to succeed and they all apply the same set of rules. However, students and even most parents don’t agree with the enforcement with school uniforms; stating that uniforms take away the right of (â€Å"self-expression†)Read MoreDress Yourself By Choice Not By Force876 Words   |  4 Pagessociety, and the policies schools implement have lasting implications beyond the classroom. With all of the constant issues that school districts regularly have to address , the topic of school uniforms often falls to the wayside. However, research indicates that the adoption of school uniforms has an immense impact on student behavior and attitudes. In 2014, at Duncanville High School in Texas, one hundred and seve nty teenagers were suspended for refusing to wear school uniforms (Golgowski 2104). ThisRead MoreFeeling Proud to Wear School Uniforms Essay1015 Words   |  5 PagesStudents Should Wear Mandated School Uniforms A uniform is a standard set of clothes that is worn by a group of people. These people may be members of an organization or a group of people having the same ideas. There are thousands of kinds of uniform in the world. Police officers, firefighters, doctors, lawyers, security guards, and even McDonald’s workers wear uniforms when they are on duty. School uniforms are a controversial discussion among schools today. Many schools have already adopted a

Enzymatic Activity of Salivary Amylase Free Essays

Enzymatic Activity of Salivary Amylase Ong, Janela Rose I. ; Paguia, Maria Tricia C. ; Placente, Dax Daven A. We will write a custom essay sample on Enzymatic Activity of Salivary Amylase or any similar topic only for you Order Now ; Posadas, Grace Catherine A. 3Bio3-Group 8 Department of Biological Sciences, College of Science University of Santo Tomas, Espana, Manila 1008 Abstract This experiment aims to examine the enzymatic activity and specificity of salivary amylase depending on the changes in pH and temperature; and determine the optimum temperature and pH of the amylase. EXPERIMENTAL In the enzymatic activity of salivary amylase, 1ml saliva, 9ml distilled water and 30ml of 0. % NaCl made up the enzyme solution. One percent starch in phosphate buffer pH 6. 7 was the buffered starch. The experiment was comprised of two parts. For the first part (effect of temperature), 2 ml of the enzyme solution was placed in a large test tube and labelled as 4?. In a separate large test tube, 2 ml of the buffered starch solution was added. Both test tubes were incubated for 10 minutes in an ice bath with a temperature of 4?. The two test tubes were IMMEDIATELY mixed after 10 minutes, and three-drops were QUICKLY taken from the mixture. The three-drops of the mixture simultaneously added with two drops of iodine solution were dropped onto the first well of a spot plate and was labelled as the zero minute. Incubation should be continued and after a one-minute interval, three-drops of the mixture simultaneously added with two drops of iodine solution were dropped onto the second well of a spot plate and was labelled as one minute. The test tube of the iodine solution should not be exposed. It should be covered with a cork and wrapped around with aluminium foil. The same step of taking three-drops of the mixture simultaneously added ith two drops of iodine solution was repeated until a light yellow-colored solution was observed. Time should be noted. The first part of the procedure was not only focused on 4? but also other temperatures such as room temperature, 37? , 50? , 60? and 70?. All temperatures were incubated at the desired incubation temperature. The reciprocal of time (1/t, min-1) was plotted versus the tempe rature (T) and the optimum temperature of the amylase was determined. For the second part (effect of pH), 1 ml of acetate buffer with ph 4 and 1 ml of 2% unbuffered starch were mixed in a large test tube. In a separate large test tube, 2ml of the enzyme solution was added. Both test tubes were incubated for 10 minutes in a 37? water bath. The two test tubes were IMMEDIATELY mixed after 10 minutes and three-drops of the mixture were QUICKLY and simultaneously added with two drops of the iodine solution onto the first well of a spot plate. This was labelled as the zero minute. Incubation should be continued and after a one-minute interval, three-drops of the mixture simultaneously added with two drops of iodine solution were dropped onto the second well of a spot plate and was labelled as one minute. The test tube of the iodine solution should not be exposed also and it should be covered with a cork and wrapped around with aluminium foil. The same step of taking three-drops of the mixture simultaneously added with two drops of iodine solution was repeated until a light yellow-colored solution was observed. Time should be noted. The same steps for the second part of the experiment should be followed for other pH such as 5, 6. 7, 8 and 10 — using the appropriate buffer. The reciprocal of time (1/t, min-1) was plotted versus the buffer pH and the optimum pH of the amylase was determined. How to cite Enzymatic Activity of Salivary Amylase, Papers

Raunch Culture free essay sample

It will also identify the role and responsibilities of marketers in relation to the stakeholders involved. Subsequently, followed by our reflection on raunch culture. Raunch culture is defined as the ‘hyper-sexualisation of youth and in particular, female youth culture’ (Phillips, 2006, 17). Kent (2005) suggests that raunch culture is a ‘market driven’ approach developed during the 1970s and 1980s when pornographic conventions crossed over to women magazines, refelcting the producers’ aims, values and consumers desires. He also highlights that women were portrayed as assertive, even aggressive sexual animals, in active and dominant roles in advertising throughout the late 1980s and early 1990s. Therefore, implicating as of the 21st century, raunch culture has evolved as a cultural norm, especially when ‘women are sexually liberated and personally empowered’ (Levy, 2005, 197). As Kent states, this post-modernistic culture has ‘enabled taboos to be transgressed through pleasing erotic imagery packaged as fashion not pornography’ (435). Thus, just like any other cultures (like hip-hop and rock-and-roll), it is simply just another subculture, which certainly does not represent the new feminism. Under this culture, women gain freedom to do whatever they deem fit, based on their own decisions. They need not worry about misogyny or objectification. Via Levy’s (2005) interview with women (from teens to baby boomers), states that the new raunch culture is evident in achieving feminist projects rather than indicating the death of feminism. She also mentions that women are actively engaging in reproducing this culture’s mentality (Levy, 2005, cited in Swygart-Hobaugh, 2007). With the rise of films containing female super heroes, such as The Charlie’s Angels, who are usually scantily clad (Levy, 2005). It suggests that to a certain extent, women’s sexuality can be celebrated in a healthy and empowering manner. Furthermore, women may interpret this empowerment as a reason to wear whatever they like. Another example is Dolce and Gabbana’s billboard advertisement (appendix 1), featuring a women and a man in a sexual position, even though they have clothes on. It portrays the woman, as being totally powerless, as she stays in that very position. On the contrary, it depicts women who are willing to be the weaker gender once again. Women are being objectified and degraded, and this is not what the new feminism is about because it is unnecessary to show more flesh or be the skimpy superhero just to be empowering. On the contrary, young women are indeed falling prey to marketing’s misogynistic and exploitative image of the good life through media, as these young and possibly naive women, are simply finding a shortcut to fame (Levy, 2005). There are real-life examples, supporting the statement above, such as, Paris Hilton, who was seen as the embodiment of raunch culture by Levy (2005; Bradely, 2007). Paris Hilton’s sex tape shot her to fame. Despite whatever means she took to not have the tape leaked, it sent the message that her way of shooting to fame was legit. Additionally, Paris’ fame is prevalent, with exception to the sex tape; she is marketed as ‘the’ party animal and socialite of Hollywood. The effects of Hilton’s fame brought raunch culture to the next level. It indicated that by being raunchy, it was the surest route to fame. Hence, not seen as a positive influence on the young women who are exposed to her celebrity image. Criticism of using sexuality in advertising has also noted that it promotes the objectification of women and them in a disrespectful environment (Boddewyn, 1991). Hence, at this point when Hilton is famous, marketers should take responsibility, as they further marketed her with an image of a ‘bimbotic’ girl (Bradely, 2007). Moreover, as Richins (1991) reports, women always make social comparisons between the advertising models and themselves. As a result, advertising images create negative affect and increases women’s dissatisfaction with their own appearance. Since those images are edited through the consistent usage of digital technology, these idealized images do not portray women in a healthy manner. Indeed, these enhanced images would give these young girls the impression that they need to be ‘perfect’, just like these ‘fake’ images. According to Reist in ABC’s Gruen Session (2010), ‘young women get the message that they need to be thin, hot and sexy just to be acceptable’ in this society. Therefore, by generating the wrong perception of real beauty, the responsibility is pushed to the marketers, as they portray women with this stereotypical body type as acceptable. In addition, as the brand, Dove’s tagline in its advertisement What happened to the ‘real beauty’? (Reist, 2010), marketers need not market their products in manners portraying women as airheads. Consequently, marketers gave most consumers viewing the advertisement, the wrong impression that they need to be stick thin in order to be beautiful and attract men. From a legal perspective, if the target market is over 18, it is legally right to use raunchy images (Brooke, 2010). With these images, Gould (1994, 76) claims that sexuality in advertising are said to be male-oriented ‘either are put for men to look at or for women to â€Å"look at being looked at† to see how they would or should desire to appear to men. ’ In looking at the negative consequences of using sexuality in advertising, these images have demeaning representations of women and deliver the wrong messages to the consumers. For instance, Lynx’s ‘Spray more, get more’ deodorant advertisement depicts many sexy women chasing after this man after he had the deodorant on. It may be a successful advertisement to attract attention and create an entertainment value. However, according to the Gruen session (2010), Jane Caro interpreted it as featuring the women as â€Å"airheads†. Women were being attracted to the guy because of how he smells and not his intelligence. Subsequently, raising questions of why women must be represented as out-of-control sex maniacs who attack any man who has sprayed himself with Lynx (Reist, 2010). In addition, Kent (2005) states that sexualised looking were now permitted, as women were no longer victims of the male gaze. In McNair’s research (2002), television expanded the range of images of women to a mass audience through programs including Sex in the City and Bad Girls. Since Kent suggests that media forms of sexualization is commercial and states that sex sells, the proliferation of porno-chic has led to the ‘pornographication of the mainstream’ (McNair, 2002). In other words, entrepreneurs take this mentality (which includes pornographic books, films and popular culture) and brought their products and advertisements through this transformation of desire. Therefore, marketers have the responsibilities in considering whether their marketing strategy can expose its messages appropriately without distorting society’s perception of women. On the issue of raunch culture in advertising, research indicates that marketers play an important role in exploiting this issue (LaTour Henthome, 1994; Gould, 1994). Different studies indicate that the moral and ethical considerations of society changes overtime. Therefore, the issue of raunchy concepts would be perceived as morally right due to marketers’ consideration of what is acceptable and appropriate has also changed. Moreover, Foucault (1998, cited in Kent, 2005) and Levy (2005) claim that being part of the raunch culture depends on individual choices and, the ethics of sex and sexuality are determined by social contexts, knowledge and relations of power. Accordingly, the issues of the raunch media will be subjected to different perceptions and interpretations depending on the individual. It is crucial to identify the key stakeholders who are affected by the raunch culture. From the internal perspective, key stakeholders include the company itself, their shareholders and employees. From the external perspective, stakeholders involve the regulators such as Australian Association of National Advertisers (AANA), advertising industries and the society as a whole. By identifying the stakeholders, the marketers’ role here is to focus on how they should respond to such issues in relation to each key stakeholder. According to the analysis above, the discussion on the marketers’ specific role and responsibilities will focus on two specific parties, society and advertising industries, directly affected by this culture. Generally, brands, which use sexualized images to highlight the benefits of the products aim to attract the opposite sex (Petty, Cacioppo Schumann, 1983, cited in Gould, 1994). Hence, the society, who view the advertisements are affected immediately. To be responsible, marketers have o be aware that young people are also exposed to these sexualised items screened in their television advertisements at such a young age, even though their target market is over 18. An important implication of LaTour Henthome (1994) research is it is essential for marketers to recognize the importance of the moral complexity that has to do with the strong use of sexual appeals whilst incorporating this within their marketing strategies. Furthermore, Phillips (2006) also states that raunch cul ture exposed women to sex at a younger age, leaving them dissatisfied and insecure with their body shape and appearance. To be more specific, marketers must carefully examine the possible social impact on the target market and the society at large with their advertisements. To consider the impact in the advertising industries, some might argue that use of sex appeal is a creative way to capture consumer’s attention in response to competitive pressures (Ford LaTour, 1993, cited in LaTour Henthome, 1994). Hence, if marketers see that such advertisements are popular, they would follow suite and there will be more of such advertisements circulating, which is not beneficial to people who should not be exposed to such content. To speak impartially, the role of a marketer is to sell their products using whatever means possible that includes advertising. However, such promiscuous advertorials might have negative impacts on young women, as it glorifies raunch culture. It is certainly unnecessary for marketers to incorporate raunchy images into their music videos and advertisements, though raunch culture seems to be a new phenomenon and well accepted by the society. These raunchy images of not only women but also men send a wrong message to their consumers. The wrong messages may act as a catalyst to ‘suck’ more young people (both male and female) into the ‘sex’ business such as Lad magazines, raunchy photo shoots, background dancers of hip hop music videos, maybe even pornography. Marketers must have good intentions when using sex appeal instead of using them in an exploitative and degrading way to appeal to consumers’ ‘base instincts’ (Gould, 1994, 97). There is no need for them to further boost raunch culture, as it already has adverse effects on young women who view music videos with sexual references. There is also no need to incorporate aunchiness into their products just to persuade their consumers. Marketers should self-regulate to decide what to use in the various media forms and know what is good or bad for society and whoever who might be affected. AANA (2010) encourages marketers to be aware of the potential risks and to take appropriate steps to address raunch culture issue, eve n though they might have the best intention. Young people and children may be exploited and become the victims of abuse. Thus, as Reist (2010) states, ‘the self-regulatory system has been inadequate to the task of dealing with increasingly pornified imagery in the public spaces. This suggests that despite the interference of AANA, it is still not enough to regulate these advertisements and marketers. Hence, we feel that regulators should review the Code of Ethics in order to reinforce the marketers’ responsibilities in relation to issue including the portrayal of sex, sexuality and nudity in advertising. In conclusion, raunch culture might be a new culture that has given females today the confidence to do whatever they deem fit, as they feel that they are no longer the inferior gender. However, by portraying themselves in highly sexualized images, they are not justifying why they should be respected. Marketers sure play roles in encouraging such highly sexualized images, as it is proven that sex sells, and marketers would make use of this element to sell their products. However, as one who is exposed to a lot of such advertorials, sometimes we do find them overly sexualized, and would wonder if so much sexualized images are necessary or not. These marketers are only concerned about selling their products, and they sure did not consider the aftermath they have could cause once these images become a norm in society. We feel that women these days should not be easily influenced by the marketers, as they should also know how to differentiate themselves. They should have the basic cognitive ability to look up to the right role models, and not simply deem sexy and thin ladies as ones that they should follow. Most importantly, the marketers should take responsibility for sometimes over-publicizing good-looking women as role models. Finally, beauty lies in the eyes of the beholder. It does not mean that pretty you will be liked. Raunch culture is just, in our opinion, a fad, as it would be slowly ousted by the next new upcoming culture.