Moral and Ethical Issues - 1713 Words

Moral and ethical issues greet us each morning in the newspaper, confront us in the fundamentals of our daily jobs, encounter us from our childrens daily school activities, and bid us good night on the evening news. We are bombarded daily with discussions of drug abuse, the morality of medical technologies that can prolong our lives, the rights of the homeless and abortion, the fairness of our childrens teachers to the diverse students in their classrooms, and sexual morality. Dealing with these moral and ethical issues is often perplexing especially when individuals are trying to think through an ethical issue and determine what questions to ask and what factors should be considered. Personally I have encountered several events in my†¦show more content†¦Second, ask who will be affected by each action and what benefits or harms will be derived from each. Third, a person must choose the action that will produce the least harm and the greatest benefit. The ethical action is the one that provides the greatest good for the greatest number. The second important approach to ethics, the rights approach, has its beginnings in the philosophy of the 18th-century thinker Immanuel Kant and others like him, who focused on the individuals right to choose for himself or herself. According to these philosophers, what makes human beings different from mere things is that people have dignity based on their ability to choose freely what they will do with their lives, and they have a moral right to have these choices respected. People are not objects to be manipulated because it is a violation of human dignity to use people in ways they do not freely choose. Many different rights exist besides this basic one. These other rights can be thought of as different aspects of the basic right to be treated as we choose.  · The right to the truth: We have a right to be told the truth and to be informed about matters that affect our choices.  · The right of privacy: We have the right to believe, do, and say whatever we choose in our personal lives so long as we do not violate the rights of others.  · The right not to be injured: We have the right not to be injured or harmed unless we freely and knowingly do something to deserveShow MoreRelatedThe Ethical And Moral Issue945 Words   |  4 Pagesmissing gene to form a hybrid gene. These technique can potentially bring any extinct animal back as long as we have its DNA. For this new technology, we will be using the theory of Utilitarianism to examine the ethics behind it. The main ethical and moral issue comes with the out come of the extinct species enter the wild. Firstly, my view is that recreated extinct species equals alien species. My definition of alien species is plant, animal, or microorganism that is not currently living in a placeRead MoreEthical And Moral Issues Relevant963 Words   |  4 Pagesnot communicate well in English, the doctor assumes he is Vietnamese. The doctor wants to let the police and Child Protective Services know about this case, but she came to the Ethics Committee and now it is up to us to make our decision. Ethical or Moral Issues Relevant in the Case: Social contract theory does apply to this case in a small variation which is explained by Kymlicka by, â€Å"One approach stresses a natural equality of physical power, which makes it mutually advantageous for people to acceptRead MoreThe Problem Of Moral And Ethical Issue986 Words   |  4 Pagesby her doctor on November 1 surrounded by her family. Her story has gone viral. Millions have been inspired by her strength and bravery. Also there are many arguments for death with dignity and against it. There are many concerning about moral and ethical issue. Is it â€Å"Right to die† or â€Å"Right to live†? What about Medical World’s opinion? Keep the Hippocratic Oath or Respect Patient’s Dignity? Religious aspect is also important, is your belief can get over the life-end suffering? In 1994 Oregon StateRead MoreThe Ethical And Moral Issues Of The Adoption Essay2140 Words   |  9 Pages With adoption there are often many issues that can arise. The issues during an adoption can range from ethical, moral, to legal issues. One might think there could be many legal issues when it comes to an adoption, but not many may think of the ethical and moral issues that can come about in the adoption process. Ethical issues can arise in the post adoption process by the way of wrongful adoption liability. This issue pertains to two categories, fraud as the basis for wrongful adoption, and negligenceRead MoreThe Moral And Ethical Issues Of Artificial Intelligence1151 Words   |  5 Pagesfertilization, surrogate motherhood, and human cloning once were considered immoral, but since moral codes changed due to cultural settings, they became interweaved into the culture’s fabric and became acceptable. The key to understanding the moral and ethical issues raised by artificial intelligence are the four levels on which intelligent artifacts raise ethical and moral problems. The first level concerns the ethical uses of computers and how humans respond to a world that is constantly being transformedRead MoreThe Ethical And Moral Issues Of Organ Transplantation1014 Words   |  5 Pagesas well as an increasing number of deaths while waiting. These events have raised many ethical, moral and societal issues regarding supply, the methods by which the organs are being allocated, and the use of living donors as volunteers. This paper will talk about the ethical and moral issues generated by the current advances in organ transplantation, the problem of organ supply versus organ demand, and the ethical dilemma behind allocating of the small amount of available organs being donated. TheRead MoreEssay on Moral and Ethical Issues of Euthanasia1521 Words   |  7 PagesMoral and Ethical Issues of Euthanasia    As we all know, medical treatment can help save lives. But is there a medical treatment that would actually help end life? Although its often debated upon, the procedure is still used to help the aid of a patients death. Usually dubbed as mercy killing, euthanasia is the practice of ending a life so as to release an individual from an incurable disease or intolerable suffering (Encarta). My argument over this topic is that euthanasia should haveRead MoreAnimal Cruelty Is An Ethical And Moral Issue Essay1273 Words   |  6 PagesHow is this an ethical and moral issue? What are the different opinions about the actual issue or how to solve the issue? Animal cruelty can be either deliberate abuse or simply the failure to take care of an animal. Either way, or whether the animal is a pet, a farm animal or wildlife, the victim can suffer terribly. Animal cruelty is an ethical and moral dilemma as there is no clear right or wrong answers that can solve all of the issues. There are numerous opinions on how this issue can be solvedRead MoreEthical And Moral Issues With Vitro Fertilization1517 Words   |  7 PagesToday I will be showing and comparing the Ethical and Moral issues with in-vitro-fertilization. In-vitro-fertilization is reproductive technology referred to as IVF. IVF is the process of fertilization by combining an egg and sperm in a laboratory dish (outside the human body) then transferring the embryo(fertilized egg) to the uterus. Other forms of reproductive technology are gamete intrafallopian transfer (GIFT is an assisted reproductive procedure which involves removing a woman’s eggs, mixingRead MoreMoral and Eth ical Issues in Gene Therapy5753 Words   |  24 PagesMoral and Ethical Issues in Gene Therapy Introduction Genetic research has advanced in a dramatic fashion in the last decade or so, to the point where it has now become possible to attempt therapeutic genetic modification, in a few cases of human genes, where a defects exists which manifests itself in certain serious diseases. This possibility, known as gene therapy, is only in its infancy. At present, no one knows how effective it will prove to be, even in the few conditions on which it is being

Reunification Of Germany The Cold War - 1765 Words

Reunification of Germany WWII ended on September 2, 1945 when the Axis powers surrendered to the Allied powers. After WWII, the Allied powers held the Potsdam Conference to determine Germany s future. This commenced in July and August, 1945, and during this conference Germany was temporarily divided into four quadrants. However the Soviet Union was weary about integrating their quadrant with the others because of the capitalist/democratic government it would have to adopt. This created tension between the Soviet Union and the United States because of their difference in political concepts.This forced the Potsdam Conference to be the last time the Allied powers ever met together as a whole unit because of the Cold War. The Cold War†¦show more content†¦The Cold War was the tension between the US and Soviet Union because of their difference in political concepts. This war was called the Cold War because there was never any combat between the Allied powers and the Soviet Union. West Germany, which was capitalist/democratic, became the Federal Republic of Germany in 1949. Since East Germany, was communist, the government tried to disguise it by calling East Germany the German Democratic Republic. The GDR used propaganda to help blind the German people and other countries from seeing the real intentions of the Soviet Union which was to have control over East Germany. East Germany had been struggling economically since the end of WWII. There were food shortages because of the lack of resources and money to import goods. Also this was a result of the war because of the bad economy and lack of land to grow crops on. Additionally, many intellectuals were emigrating out of East Germany, because of that and this hurt the economy. Plus, small and major businesses were not evolving and only closing because of high taxes. This led to Germans losing jobs which hurt the economy even more than it already was. An main reason for the failing economy was the Soviet Union was declining and not able to support East Germany. The Soviet Union was declining because Europe was mostly democratic/capitalists and this was hurting any country that had a communist government.This led to and was a reason for theShow MoreRelatedThe Collapse Of Communism Was A Major Victory For The United States1231 Words   |  5 PagesThe most important event in the time period from 1980- 1999 was the reunification of Germany. This event brought East Germany and West Germany back together after being separated for forty-five years.The country reuniting also brought democracy to the East Germans who had been oppressed under communism in East Germany. The transition let Germany govern themselves, ending the control of the United States, Britain, France and the Soviet Union. This event was important in America; because it symbolizedRead MoreMovie Analysis : Goodbye Lenin !895 Words   |  4 PagesThe 2003 German film Goodbye Lenin! received countless awards for its actors, direction, and European film. This film starring Daniel Brà ¼hl and Kathrin Sass goes back to the Cold War Era when a wall separated East Berlin and West Berlin. Communism controlled the lives of East Germans and the Party subjugated them to their ideals. The underlying theme of a repressive totalitarian regime transitioning to a more democratic regime drives the comedic plot of Goodbye Lenin!. The film shows excellentlyRead More Germany and United States Relations Essay1309 Words   |  6 PagesGermany and United States Relations Starting in 1945 with the defeat of Germany in World War Two and ending with the reunification of Germany in 1990, America has played a large role in the lives of the Germans. America was said to be Germany’s protector, patron, and partner. Because of this, Germany has had a special relationship with America, and their relationship has evolved throughout the years during periods of struggle in Germany. This partnership of countries has dealt with many issuesRead MoreAdenauer and Post-War Germany 1309 Words   |  6 PagesAdenauer and Post-War Germany Introduction The downfall of Germany after the Second World War is an outcome thought by many that time as deserving for a nation touted to have caused one of the most atrocious events in human history. The Nazi Party, which ran Germany under its terrible regime before and during the Second World War, has perpetrated a series of destructive actions that soon wrought havoc to the rest of the world. From the anti-Semitic platform of the Nazi Party that generated theRead MoreThe Reasons behind the Cold War Essay1326 Words   |  6 PagesThe Cold war was a sustained state of military and political tension between powers of two dominating powers from opposite sides of the globe. One from the Western Bloc, or Capitalist Bloc, dominated by the United States (U.S) and the other from the Eastern Block, or Communist Bloc, powered by the Soviet Union (U.S.S.R). Obviously both very different, the opposing ideas of the superpowers supported the spread of their respective and economic systems and strengthene d their military powers. As a resultRead MoreThe Vietnam War1402 Words   |  6 PagesVietnam during the Cold War era has led to the United States’ inevitable intervention in Vietnam. The main motivators for the United States’ incremental decision to intervene and commitment in Vietnam can be viewed as an accumulation of socio-political, political and economic catalysts. In recognition that there were many other factors that may have contributed to the U.S’s involvement in the conflict in Vietnam, this essay will largely focus on these three factors. As the cold war resonates, the American’sRead MoreWorld War I And The Soviet Union794 Words   |  4 PagesDuring World War II, Allies came up with agreements to be imposed on the defeated; however, these agreements broke down quickly after the war. Resentment among the winners became intense. Instead of settling affairs at a peace conference, as they did after World War I, the Allies worked out most of t he peace terms through military negotiations right after the war in meetings that lasted until 1963. Some of these settlements included the Soviet Union expanding westward, Germany being occupied byRead MoreGermany, And The Federal Republic Of Germany1424 Words   |  6 PagesHistory Germany, or the Federal Republic of Germany, was officially founded 1871 by Otto von Bismarck. Since then, Germany has had a rich history. As a young nation looking to get more territory, Germany fought in World War I. However, its loss in the war led to severe punishments in the Treaty of Versailles, leading to bitterness and resentment among the German people, as well as an economic depression. These harsh conditions helped to set the stage for Fascism in Germany. Toppling the Weimar RepublicRead MoreAmerican Presence on German Culture Essay1887 Words   |  8 Pagescommanders assume the government positions in Germany until a new government was later established. The agreements outlined in the surrender at the Potsdam Conference between July and August of 1945 were later fulfilled since no peace conference was held to further diagram the future of Germany. The agreement at the Yalta conference is what eventually shaped the outcome of Germany’s future from that point forw ard, and outlined the division of Germany between the allied nations to which it surrenderedRead More Significance Of The Berlin Wall Essay2176 Words   |  9 PagesBerlin Wall The Berlin Wall, built in August of 1961, was s physical symbol of the political and emotional divisions of Germany. The Wall was built because of a long lasting suspicion between the Soviet Union on one side and Western Europe and the United States on the other. For 28 years the Berlin Wall separated friends, families, and a nation. After WWII was over Germany was divided into four parts. The United States, Great Britain, and France controlled the three divisions that were formed in

Understanding the Value of Creativity in Advertising Free Essays

string(396) " mai hi samjhdari hai†, Bajaj with it all time hit tagline ‘Hamara Bajaj’, or it be Lux with tagline â€Å"filmi sitaron ka saundarya sabun†, Dalda-vanaspati was a impressive success and ruled the perch during its time, the unforgettable Liril campaign, the ad was all about waterfalls, abundant water and the girl splashing about in total abandon singing â€Å"la la la la laaa†\." Understanding the value of Creativity in Advertising Creativity is thinking new things. Innovation is doing new things. † (Theodore Levitt) In today’s media landscape where it’s very difficult to shape consumers attitude and intentions and move them to next level of buying process, advertisers find it even more difficult and challenging to break through the clutter of competing advertisement. We will write a custom essay sample on Understanding the Value of Creativity in Advertising or any similar topic only for you Order Now The advertising industry has experienced dynamic changes over the last several decades. The changes have been good in terms of Technology advancement, Medium and more methods to attract consumers and on Creativity. This study represents how creativity impacted advertising and understanding the value of creativity in advertising through the Review of various literatures. The importance of creativity factor in advertising has got wide recognition by many researchers, practitioner, but there is a miss of true systematic research to define advertising creativity and how it relates to ad effectiveness. The review study discusses some campaigns that have left their strong impression on consumers. The presented review study tries to come up with some evidence of creativity by reviewing expert views, past literature in advertising and marketing. The study discusses different forum on how creativity works, and what makes an ad to travel good or poorly. It summarized the value of creativity in advertising through Expert interviews, published material and related secondary data to understand the logic. Methodology: This study used a review study method to analyze the secondary data observations. David Ogilvy once quoted that â€Å"If it doesn’t sell, it isn’t creative. † In this review study researcher  has analyzed secondary data through the series of interview, expert comments, and live cases of various literatures and through live observations to understand the value of creativity in advertising. The review paper includes a various article, discussion and market insight from the leading marketers, creative director insights about how this promising form of advertising is constantly evolving. INTRODUCTION AND BACKGROUND: Creativity is seeing something new when you look at something old; it is all heart of civilization and is the driving force of revolution†-David Ogilvy It is an accepted fact that there should be an element of creativity in an advertisement. This creativity is something new, unique, extreme attractive and appealing to the consumers. In fact, advertising itself is a creative process. It is the outcome of long term planning and h ard work on the part of the copy writer creative director who prepares shapes the final copy of advertisement. http://www. baclubindia. com /forum/files/37_37_creativity_in_advertising_project_report. doc In today’s media landscape advertisers find it even more challenging to break through the clutter of competing ads in order to shape consumers attitudes and intentions. A good alternative strategy to greater advertising spending may be more creative advertising. Understanding the fact that creative ideas do not come over night they are required to be developed through systematic thinking. Breakthrough ideas might appear to be instant or impulsive, but they are not. They are based on sound strategy, outstanding visuals and copy, and the correct application of timing and media. The art is in ensuring that all elements of communication work together so that the end result is more powerful and effective. http://crackminds. com/? p=221 There are much bold evidences that significant changes faced by this industry. Some of these changes are good: big ideas, innovative partnerships, interesting new work, that show what advertising can do for brands. Advertising allows you to communicate a salient message to a large group of consumers faster than any other form of communication. It allows you to truly connect with your consumer; it gives you an opportunity to develop an ongoing relationship between the consumer and a brand. At its best, advertising will create a sense of urgency for the consumer, honest awareness and accurate that there are products, places, styles or sensibilities that cry out for attention or action. To do that there are various styles of advertising, a soft sell or a hard sell, a subtle approach or a blatant approach, an informative style, humor or a modern and edgy one. Style will always change: with the product or service you are selling; with the timing of the message and with the medium you are using. But important aspect is how you can engage your consumers to watch that Creative challenge you took with the blend of style. The important thing is finding the right balance between defining a good creative message and execution. The true craft is in identifying ways to interest consumers in what is being offered at the same time justifiable creativity. A creative strategy can put you on the right course, but in a world filled with distractions and clutter you must develop communications that capture consumer attention and interest. The key is delivering the selling point in an interesting, single-minded, non-contrived manner. Some advertising sells brands. Great advertising also builds them. Advertising might, at times, trod on the fine line between creativity and ethical considerations. Creativity makes advertisement popular among the consumers and motivates them to purchase advertisement specific product. The advertising message is received well by the target audience for follow-up action. LEARNING FROM PAST: SOME HERITAGE BRANDS AND RECALL VALUE In India there are some brands who have acquired distinct space in consumer mindset. These brands played very important role in initial marketing era, and managed to become an unforgettable brand for Indian households. These brands have endured the test of time. Colgate Toothpaste, Vimal, Pear’s soap, Mysore Sandal Soap, Woodward’s Gripe Water, Dabur, Amrutanjan balm, Vicco, Pond’s, Surf, Amul and Prestige Pressure Cooker are symbols of heritage brands of India. Some of these brands are represent the Indian culture. Sometimes the brand relies heavily on product and price features, rather than advertising creativity. The recalled values of some of these heritage brands are higher than today’s brands, the Colgate’s Surkasha chakra, Vicco’s jingle â€Å"Vicco turmeric nahi cosmetic† Advice of lalita ji for Surf,† Surf ki khariddari mai hi samjhdari hai†, Bajaj with it all time hit tagline ‘Hamara Bajaj’, or it be Lux with tagline â€Å"filmi sitaron ka saundarya sabun†, Dalda-vanaspati was a impressive success and ruled the perch during its time, the unforgettable Liril campaign, the ad was all about waterfalls, abundant water and the girl splashing about in total abandon singing â€Å"la la la la laaa†. You read "Understanding the Value of Creativity in Advertising" in category "Papers" The ad was major success very much appreciated, at the same time it became the highest selling premium toilet soap in a period of two years. Basically Most of the Heritage brands appeal to many age groups, probably the product /brands is what used by one generation, had been used by the previous generation and is used presently by the current generation. Understanding the success mantra behind these heritage brands can be tough but there are strong evidence stating towards their advertising appeal. The uniqueness of the campaign leads towards the high recalling. The frequency of television commercial was less and during that era there wasn’t much competition and managed with only National TV channel, â€Å"Doordarshan† these brands made their presence heavily on consumers, whereas Today’s as a competitive market emerged in various categories i. e. soaps, shampoos, TV’s fridge, Air conditioner and computers so did the media options to reach more people. THE CAMPAIGNS: HOW CREATIVITY WORKS? The current scenarios focuses that advertising has altered in many ways, now advertising become more and more creative, and getting real. Creativity increases the brand value. There is enough evidence that value for a brand will be formed through creativity. With Pointing on India’s phenomenal growth, it has become even more important for ad agencies and their clients to gear up together to meet challenges that come with such expansion. Creative ideas have no boundaries, Ideas can strike anytime. A successful great creative idea can give brands the required thrust to explore new heights. It is very important that with creativity involved in advertising it should not forget its basic agenda –of informing, convincing, and selling. Creative advertising needs to intelligent, sharp, imaginative to the point and extremely catchy. It must motive people to purchase advertisement product. The message and appeal made should be able to make positive impact on the consumers. The creativity develops new useful ideas which further fulfill the desired requirement. Creativity should focus the attention of the customer on the product and he must feel the urge to have that product for same benefit. This suggests that creative advertising should be able to create demand for the product when it is introduced for the first time. Some of the distinct creative ads impacted hard. VODAFONE’S Creation â€Å"The Zoozoo†: After successfully rebranding â€Å"Hutch to Vodafone† Vodafone Essar Limited, the India-based subsidiary of the global mobile network operator, Vodafone started expanding its presence in pan India. The new avatar of Vodafone is â€Å"Zoozoo† has created a new dimension of creativity. The Zoozoos advertising campaign highlighted the different value added service (VAS) offered by the company. This creative aspect got huge appreciation from the customer and they say you simply Love them and you just can’t ignore them. The Zoozoos were everywhere. The creative ad series of 30 TVCs, were Created by Ogilvy Mather for IPL Season 2. The Zoozoos Coffee Mugs and T-shirts became instant hit in the market. Prior to this what Vodafone did to show the transition from Hutch to Vodafone, ad agency OM launched a rather direct, thematic ad showing the trademark pug in a garden, moving out of a pink colored kennel symbolizing Hutch, and making his way into a red one (the Vodafone color). A more energetic, chirpier version of the ‘You and I’ tune associated with Hutch, plays towards the end, as the super concludes, ‘Change is good. Hutch is now Vodafone’. Public Awareness: A simple public awareness TVC shows a man manipulating a remote control toy car in an office set up. He receives a call and tries to answer it with continuing to manipulate the controls of the car. The car crashes. The message is clear and gets across with no extra layers. Driving while talking on a mobile can cause accidents. ‘IDEA’ Cellular: The ideas of Idea cellular campaign were worked really well. It has been an interesting and almost ‘off the track’ ride for the brand belonging to the Aditya Birla Group. This cellular service used its brand name â€Å"idea† and real social issues to successfully showcasing its message in the consumer’s mind. The campaign shows ugly reality in the social and political arena in India, it’s very unique and different combination of creative aspect, â€Å"What an Idea sir ji† campaigns raised issues related to Caste wars, Education for all, Democracy, health Campaign, ‘walk and talk’. The creativity of ideas worked well, while the team is well aware that most of the solutions it propagates in its ads may seem improbable, but at least it makes people think. The job is done if consumer also starts saying â€Å"what an Idea, Sirji!! There are many creative ads which made a direct entry into customer mind. Camlin’s Permanent Marker made a distinct effect on the consumer it leaves Lowe Lintas, devised a cool concept for the brand to advertise the product. This time this is OOH advertising, the simple but eye-catching hoarding, with the three cut-out men having mechanically-backed moving limbs, trying to wipe off the words written in bright red, also displays the product – the permanent marker. The category of permanent markers are a very low involvement, in such scenario also ad agency had done clutter breaking, and at the same time, something that brings out the essage clearly – here the message being ‘permanent’. † WHAT MAKES ADS TRAVEL GOOD OR BAD; A REALITY CHECK There are numerous factors play roles in determining whether advertisement travel well or poorly. Marketers need to test multiple markets to get a full understanding of an ad’s likely effectiveness, but it becomes equally imperative to understand what it takes to beat the odds and create a truly Creative Advertising. The combination of creativity and the characteristics of ads that travelled well are, Children, Celebrities, Music, Humor and Emotions. In India presence of Celebrities makes a big difference and this can work across markets. True to the phenomena that the famous celebrity can contribute to an ad travelling well but the ultimately success comes down to the power of good copy. Humor, this word will now be associated with advertising for a long time to come. Humor can work greatly well, probably because it was cracked not long ago by the advertising fraternity, Or probably because the otherwise fretting Indian audience feels largely pepped up with humor in ads, and therefore, there are more chances of an ad acquiring mind space. Whatever be it, it’s a formula which now everybody is trying hands on. Some ads are surely worth the effort. Particularly when it comes from visual and music, the examples can be ‘Happydent white’, and the great ‘Amul butter’ print series with â€Å"Amul girl† , ‘Fevicol’ ads, ‘Mentos’ , Vodafone ad Children in the ads can certainly help to travel well it is not simply the cuteness that adds to creative portability, but rather the child’s unique perspective and reaction to an event within the ads. An excellent example is â€Å"Dirt is Good or ‘Daag Achche Hai’† ad for Surf Excel, in which a brother â€Å"fights† the mud his sister fell into. And the recent on which shows a little boy pretending to be a dog in order to make his teacher, who has just lost her dog, smile. Of course, in the process his white uniform gets mud spattered and totally worthy of a Surf Excel wash. This one from Lowe Lintas tugs the heart strings. This campaign sticks to its ‘Daag Achche Hai’ premise. Bank of India showing kid with piggy bank is yet another creative scoop. At the same time advertising that generates an emotional response also has its own benefit, like it can help generate engagement and memorability and it can help the emotions transfer to the brand shaping the brand perception. Dove’s real beauty campaign is perfect example. CREATIVE ADVERTISING: IS THERE A STRONG NEED: Most brands in the same category deliver more or less the same functional benefits and answer the same needs of the consumers. With so many products on the market having the same function, the only way to position a product, service, or company differently from anything else in the same category is through creative development in advertising. Today traditional advertising is losing its sheen. The biggest problem with traditional media is that consumers today have lots of choice for ad avoidance. The fragmentation is very high and there is very less scope of customized message for all. The Indian consumer has changed if we focus on this issue there is a lot more on the menu to choose from. Now the message unlike the past is no longer a one way process. But public opinion is far more mobilized, they have immediate platform for expression. The expert believes that the creativity in advertising could never exist in isolation without a context. The success of final product completely depends on empathy and the relevance of message it intends to deliver. The trigger for ideas and insights must necessarily come from the environment. The new millennium is just decade old, advertising, which is about creating demand, also has undergone a complete transformation. Many things have changed and many things have stayed exactly the same in this industry. The media agencies have witnessed the tremendous growth in skills set. If one critically analyze, â€Å"advertising reflects the mood of the times. The simplistic inform-persuade-sell mode worked beautifully for a long time but once communication became sophisticated, technology entered, there was a paradigm shift. Multi-tasking became the order the day. It is not uncommon to see today’s kids on the mobile while hitting the net, right? So in this age of Youtube, Twitter and Facebook, advertising content has to keep pace. It can’t be as direct, naive and simplistic as it once was. The new-age consumer would dismiss it, straightaway. † For hard-core information and details about products and services that are in the hi-ticket category, the internet provides it all; one doesn’t have to completely depend on advertising. So the job of advertising today is to primarily push the brand in an endearing fashion that triggers the recall factor, and examples discussed indicates that ‘creativity’ stored better recall value. Unlike other businesses, advertising is ultimately a people’s business. Thus creative advertising that sells is the results of three ingredients: people, information, and environment. If you create the appropriate environment for creative people with right information, they can create great advertising. To make the right environment, Ad people must bond together as a ‘team’ not as individual. Therefore, creative advertising that actually sells is the result of ‘team work. ‘ This is one single most important characteristic of creativity in advertising business. Creativity resulting from ‘team work’, effectiveness and communication, these are the key factors in successful advertising campaigns. The Ad agencies must strive for balance between them. How many TVCs of toothpastes, soaps, creams, shampoos, of different companies could were differentiated from one another? Examples are many, all toothpastes promises white teeth fresh breath some shampoos promise Zero Hair Fall, another one promises Zero Dandruff and remaining guarantee strong, shine and strength. With creative ads they can certainly communicate it differently so as to create a distinct brand image in the minds of the consumer,† Consumers often remember and memorize the creative ads than the product; rarely any advertisement makes the product memorable. So understanding the various dimension of advertising creativity is important. To fully understand creativity, one would need to expose what factors are generally held to comprise it. Some dimensions are Novelty, Meaningfulness, Well Craftiness, Positivity, and Humor. How to cite Understanding the Value of Creativity in Advertising, Papers

Strategic and Operational Risks

Question: Discuss about the Strategic and Operational Risks. Answer: Introduction: In the current business domain, every business concentrates to gain higher competitive advantages from its initial stage, which in certain circumstances, lead them towards unfavorable or unexpected situations. This in turn might cause to excessive cash outflow, fraud, crime, vandalism, inefficiency in management among others. Apart from this, this kind of situations might also take place due to inefficient decision making process regarding marketing and production (Director Publications Ltd., 2012; ACCA, 2008). HIH Insurance Limited has currently experienced certain issues in maintaining the business effectively. The company is an outcome of merger between CE Health International and Winterthur Insurance Company. There are certain risks factors evident in the HIH Insurance Limited that majorly caused financial downturn. This can be illustrated on the basis of the insured areas such as marine, workers compensation insurance, natural disasters, film finance insurance, and aviation insurance that the company offered insurance facilities to its clients, which considered to be the areas of high risk. Recently, the company faced a huge loss of around $100 million from film financing. In addition to this, the company also acquired FAI insurance and as a result, it had to remit the insurance claims of the FAI clients, affected by the devastating hailstorm in Sydney. The typhoon in Florida in 1999 also made HIH to provide a huge amount of insurance coverage to the clients that caused loss in a large scale. Apart from this, the deregulation of the industry in California made an increased in the processing of insurance claims of HIH pertaining to workers compensation (Gay Simnett, 2015). The CEO of HIH insurance has intimated about the current financial position, wherein it is observed that the company had to sale its assets to meet the obligations of the insurance claims and had to pay a large compensation to the auditors and other consulting agencies. Another business risk that was associated with HIH can be regarded as the discontinuation of the practice of prudential margins and resorted to reinsurance process. As a result the company was unable to repay the money of the insurers in the process of claim settlements (ICT, 2007). Inherent Risk Inherent risks mostly cause due to misstatements or misinterpretations of certain facts in the financial reports. This kind of occurrences often evident while auditing due to the absence of internal control mechanisms for risk detection (ACCA, 2009; Delaney Whittington, 2009). The Australian Securities and Investments Commissions (ASIC) sentenced the CEO Mr. Jeffrey Lucy to jail for making alterations in the three financial transactions which amounted more than hundreds of millions. This offence was not favorable for the shareholder, as they were unable to gain knowledge about the actual financial position of HIH. In this regard, Mr. Williams, the auditor of HIH, also helped to omit the information on behalf of HIH in 1998 in which the operating profit before tax was stated as $92.4 million (Gay Simnett, 2015; ICT, 2007). Based on the stated facts, it is apparent that the company might face issues in generating money, which will affect the financial abilities of HIH. Apart from this, the company might also unable to maintain its goodwill in the market due to these kinds of unethical activities.Thus, it is observed that the level of inherent risks in HIH is comparatively high that can create dissatisfaction among the stakeholders and reduced the ability of the company to repay the claims to the clients at the international level. Legal Liability Relevant Court Cases Several court cases can be illustrated regarding the unethical activities evident in the company, which are also continuously neglecting the creditors and the clients. for instance, the case of Enron Scandal can be highlighted in this regard, wherein the investors lose their money and employees got terminated, as the CEO hidden the information of debts on the balance sheet. This occurrence led the company towards distraction and huge reduction in the stock prices of the company (The Accounting Degree Review, 2016). Similar situation has been evident in HIH in which the company included false information to attract customers in purchasing HIH shares. In this regard, it can therefore be affirmed that HIH failed to maintain a transparent relation with its clients, which Andersen can refer. Apart from this, the case of waste management company, Houston that was found to misrepresent its earnings can also be illustrated along with the misrepresentation of HIH, which clearly depicts a negative relation between the creditors and clients (The Accounting Degree Review, 2016; US Securities and Exchange Commission, 2002). Conditions for Negligence Action The HIH insurance company was found to breach the ethical codes that led the company to become insolvent. In this regard, the CEO of the company was found guilty for misguiding the stakeholders by providing false data in the financial reports. The misinterpretation of financial data and attracting customers by providing them false information are considered to be ethical violation that have been conducted by HIH based on which the stakeholders can take appropriate measures. In addition to this, nine senior executives of FAI and HIH was also found guilty for continuously repeating such unethical activities within the setting for which the customers or other stakeholders have to face huge loss (Gay Simnett, 2015). In these kinds of cases, the clients can take legal actions against the individual as well as the company for misinterpreting the information or misguiding them. Ethics Hire of Members from External Audit Firms The audit functions of HIH were maintained by Arthur Andersen from the initial stage. The relation between Andersen and HIH can be considered as the reason of hiring prior members for auditing as the company need not to concern about the unethical activities conducted previously as Andersen also supported such actions.. Thus, including prior members those have knowledge regarding the unethical actions and support the same will make the deal success and the company can continue accordingly (Rogers, 2010; Mishekary, Yaftian Cross, 2005). Advantages of Consulting and Audit Services The consulting services provided suggestions or possible actions in the areas of tax, technology, marketing and other strategic dimensions through which a corporate house can enhance its profitability. The responsibilities of auditing team are to evaluate the information provided by the company regarding its business operation based on which the team obtain an in-depth understanding on the company strengths, risks factors and future potential. Thus, the team can easily provide comparatively more effective suggestions or recommendations to the company in increasing its overall performance along with higher profitability and risk assessment. Conversely, in case of including different consulting firm, the team hardly have knowledge on the strategic planning, decision making or strategic priorities of the company due to which the recommendations might not provide expected outcome in long run (Verschoor, 2014; PWC, 2012). Concerning the scenario of HIH, it is stated that Andersen has detailed knowledge on the companys actual position and financial condition based on which he can recommend possible measures to overcome with the financial issues. Apart from this, the auditing team can also advices HIH to manage the operations of business in reducing the amount of taxes, which on the other hand helps in the decision making process, which in turn improve the quality of audit (ACCA, 2010). Ethical Violations From the provided case scenario, it is apparent that HIH consistently violated the ethical standards, which needs to be eliminated from the setting to maintain the business operation standard. HIH has consistently hidden the information regarding financial report or other operation related data, which depicts the actual situation of the company. In the insurance or any other business, the stakeholders must have the knowledge on the business operation, which has also not been followed by HIH. Thus, in this context, it can be stated that HIH has failed to maintain transparency within its work process as well as communication with the stakeholders along with the customers (Verschoor, 2014; Ernst Young, 2013; ACCA, 2010). CLERP and Ramsay Report Nowadays, majority of companies include several unethical activities to gain higher position in the market, which in turn put a barrier for the business domain in maintaining transparency. To mitigate this concern, certain actions can be taken on the basis of the recommendations provided in CLERP 9 and the Ramsay report (Deloitte Touche Tohmatsu, 2005). According to the report the auditors must be independent while performing auditing process and provide the results as per the ethical considerations. In addition, the team members need to be changed in every year as per the accounting standards and focused on the necessity of greater participation by shareholders. The auditors will purely concentrate on continuous need of disclosure and charge high penalties for violation of ethics (Robinson, 2003). Apart from this, as per the recommendations of the Ramsay report, it is suggested that retired auditors or working auditors cannot maintain contacts with the client companies, as indicated in the case with HIH (John Wiley Sons, 2016). Conclusion: Through the changes of the rules in auditing process, the audit firms can maintain transparency amid stakeholders and companies that will prevent to misrepresent the data that in turn affects the interest of the investors. Taking the references from the case scenario, insurance companies such as HIH will also not have to suffer for financial downturn in long run due to the changes in auditing process. References ACCA 2008, Strategic and operational risks, Technical, pp. 34-35 ACCA 2009, Audit risk, Technica, pp. 1-4. 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