Changing Face of Indian Advertising Mascots

The success of these mascots can be qualified by, the increase in the brand value of these brands consumer connect. Decline of mascot power The Indian market grew at a fast pace in nineties everything from pencils to cars, salt to luxury goods required an advertising campaign this was the time when we saw emergence of celebrity advertising and mascots lost their appeal. We also lived in a time when there was no argument regarding the fact that a celebrity can make or break a brand. The pampering and recognition given to the celebrity in the marketing of the product in some cases was even greater than the product itself. The advertising world, during this time strongly believed that the celebrities transfer their success, personality, status and power to the brand. They attributed reasons for the growth of celebrity endorsements to: †¢ Create great brand awareness for product †¢ Sustaining the brand image †¢ Stimulating and reviving brands †¢ Product association However, the advertising world also realized that many brand ambassadors does not practice what they preach and sometimes controversies and unpleasant incidents connected with the celebrity causes damage. It is also observed that over exposure and multiple endorsements too can damage the image of product. The Indian market which is saturated with celebrity endorsements has seen emergence of the mascots. Emergence of the mascots The courage and optimism that common man of R. K. Laxman portrays and a middle-class Indian, that Chintamani portrays is certainly unmatched but the new age mascots are more attractive, and trendy. The advertisers have become more creative with the use of animation. The new age mascots have a lasting appeal and create a whole new persona for the product. They manage the product as efficiently as a celebrity. Moreover, in the current marketing scenario when the celebrity charisma diminishing away the world of advertising is turning back to mascots. Celebrities get associated with too many products and therefore it is difficult to relate them with one particular brand, which is not the case with the mascots. For an example Shahrukh Khan endorse brands such as Pepsi, Airtel, Santro, Emami , and many more but Fido is just associated with 7Up. The strength of mascots lies in its uniqueness, and its power of effectively communicating the ethos of the brand like, Chintamani solves all our worries related to tax savings and good returns paving a new way for no chinta, Share Khan tell us how to smartly invest in stocks and reap rich dividends, Gattu with the brush in his hand and the smile on his face passes the message that a bright coat of paint will brighten up the house. Moreover the mascots are not as expensive as celebrities. The cost of creating these characters is as low as development of a normal commercial. Lowe Advertising creative director Delna Sethna claims that the first Chintamani ad cost around Rs 7 lakh. Moreover, the animated characters also give more scope for creative-flexibility. Mascots are dynamic and they adapt with changing times. We should acknowledge how the Amul girl in polka dots has changed overtime, and Fido has makeovers with the changing time. The advertising world has also observed that the popularity of any mascot is not only based on the response they get, but also depend on the fact that these faces have a higher recall value. Conclusion The Amul girl was born in 1967 is still a popular mascot. She may soon enter into the Guinness Book of World Records as the oldest campaign to survive in the market. This goes on to prove that the mascots are more appropriate brand ambassadors. The impact and success of the mascot, depends on how effectively it conveys the brand values and the ideals that consumers would associate with. Changing Face of Indian Advertising Mascots The success of these mascots can be qualified by, the increase in the brand value of these brands consumer connect. Decline of mascot power The Indian market grew at a fast pace in nineties everything from pencils to cars, salt to luxury goods required an advertising campaign this was the time when we saw emergence of celebrity advertising and mascots lost their appeal. We also lived in a time when there was no argument regarding the fact that a celebrity can make or break a brand. The pampering and recognition given to the celebrity in the marketing of the product in some cases was even greater than the product itself. The advertising world, during this time strongly believed that the celebrities transfer their success, personality, status and power to the brand. They attributed reasons for the growth of celebrity endorsements to: †¢ Create great brand awareness for product †¢ Sustaining the brand image †¢ Stimulating and reviving brands †¢ Product association However, the advertising world also realized that many brand ambassadors does not practice what they preach and sometimes controversies and unpleasant incidents connected with the celebrity causes damage. It is also observed that over exposure and multiple endorsements too can damage the image of product. The Indian market which is saturated with celebrity endorsements has seen emergence of the mascots. Emergence of the mascots The courage and optimism that common man of R. K. Laxman portrays and a middle-class Indian, that Chintamani portrays is certainly unmatched but the new age mascots are more attractive, and trendy. The advertisers have become more creative with the use of animation. The new age mascots have a lasting appeal and create a whole new persona for the product. They manage the product as efficiently as a celebrity. Moreover, in the current marketing scenario when the celebrity charisma diminishing away the world of advertising is turning back to mascots. Celebrities get associated with too many products and therefore it is difficult to relate them with one particular brand, which is not the case with the mascots. For an example Shahrukh Khan endorse brands such as Pepsi, Airtel, Santro, Emami , and many more but Fido is just associated with 7Up. The strength of mascots lies in its uniqueness, and its power of effectively communicating the ethos of the brand like, Chintamani solves all our worries related to tax savings and good returns paving a new way for no chinta, Share Khan tell us how to smartly invest in stocks and reap rich dividends, Gattu with the brush in his hand and the smile on his face passes the message that a bright coat of paint will brighten up the house. Moreover the mascots are not as expensive as celebrities. The cost of creating these characters is as low as development of a normal commercial. Lowe Advertising creative director Delna Sethna claims that the first Chintamani ad cost around Rs 7 lakh. Moreover, the animated characters also give more scope for creative-flexibility. Mascots are dynamic and they adapt with changing times. We should acknowledge how the Amul girl in polka dots has changed overtime, and Fido has makeovers with the changing time. The advertising world has also observed that the popularity of any mascot is not only based on the response they get, but also depend on the fact that these faces have a higher recall value. Conclusion The Amul girl was born in 1967 is still a popular mascot. She may soon enter into the Guinness Book of World Records as the oldest campaign to survive in the market. This goes on to prove that the mascots are more appropriate brand ambassadors. The impact and success of the mascot, depends on how effectively it conveys the brand values and the ideals that consumers would associate with.

Business management Essay Example | Topics and Well Written Essays - 2000 words - 3

Business management - Essay Example ives and the resources available (human, physical, financial etc.), each company prioritizes some competitive criteria, according to market tendencies and concentrates its efforts to get a competitive position relating to concurrence’. Ryanair is a firm that operates for many years in the airline industry. The main characteristic of the firm’s strategic choices is that they are all directed towards the provision of low cost services to the customers. This strategy has helped the firm to survive in its market and expand its activities in many countries (apart from Britain). The potential differentiation of the firm’s strategic choices is examined in this paper trying to identify the reasons that led the firm to remain stable in its strategies since its establishment. The strategic direction of a firm that operates within the modern market is an issue that can be criticized and evaluated primarily by the firm’s owners/ stakeholders. At a first level the firm’s managers have a series of strategic options available (like Porter’s five forces model and SWOT analysis that will be analyzed in the following sections) that can help them to decide on the appropriateness of their strategic choices. However, the use of the above mentioned strategic tools requires the competency of the managers to understand all the aspects and the role of these tools – in order for the firm to be actually benefited. The accurate and the extensive industry analysis is also mentioned by many researchers as an appropriate tool offering to the firms’ managers the appropriate support towards the development of the corporate initiatives and the increase of effectiveness of the corporate plans. In this context, it is noticed by Pritsker (1997, 3 2) that ‘industry analysis typically focuses on a companys external dimensions such as its markets, customers, and competitors’. In the case of Ryanair the strategic tools chosen by the firm’s managers should be appropriately customized

Health and safety Essay Example | Topics and Well Written Essays - 2500 words

Health and safety - Essay Example In this situation, the building is an educational institution with students, teachers and administrative staff. While constructing the new building, the aspect of health and safety of the people present in the old building and future health and safety concerns for the new building and its users should not be neglected. There are many chances of accidents and hazardous situations for which, there should be preventive measures and safety precautions that can be adopted by the people. There should be safe escape passages for the people, suitable equipment to control the situation and a professional security force to handle any hazardous situation (Managing health and safety in construction 2007). The major concern in constructing a new eight-storey is the closing of escape route that is opposite to the Leighton building. During construction, there can be a fire outbreak that cannot be handled if the fire escape route is closed. This report contains a detailed overview of the risks and hazards involved in constructing the new building, statutory requirements, safe systems of work for daily operations, control measures that should be adopted to reduce the risks and hazards involved. In case of a good structure, the building will offer lesser chances of damage to people present in it while in the opposite case, people’s lives will be endangered because of their presence in that building (Derek 1986). In this situation, the old building that is already there contains an escape route that is closed for the construction of new building. Huge machinery that is luffing tower crane will be operative outside an educational institution and the escape passage in case of any hazardous situation will be closed. This can create a problem and it should be considered in legal terms. Building regulations demand the inclusion of a safe passage in case of some disastrous situation (HSE 2006). The administration of School of Forensic and

Technology for business Coursework Example | Topics and Well Written Essays - 250 words

Technology for business - Coursework Example This is through the various tools that are available ranging from software management and social networking tools. Finally, the company has achieved improved customer experience as technology has led into better ways of managing and retrieving customer information. On the other hand, the use of technology poses threats to the company. First, the company is likely to lose its customers who rely on the products that are carefully crafted by the employees. The use of technology makes the products that are produced by the similar to other companies in the market. It can be observed that the customers opt for products that are produced by the company since they are specially crafted by hand (Attaran 588). The second threat is that technology within the sector is dynamic and this means that the entity is forced to invest heavily in technology. The company is advised to implement the new technology gradually into its poduction and this will ensure that the customers accept the change process in the same way. Finally, the company should invest into the form of production that is likely to be used for a longer

Attitudes Towards Tourism And Hospitality Career Psychology Essay

Attitudes Towards Tourism And Hospitality Career Psychology Essay To explain human behavior is a very difficult and complex task. But approaching it from different levels such as the persons attitude and perception factors and so on, sheds light to this complexity. Concepts referring to behavioral dispositions, such as social attitude, and personality trait, have played an important role in these attempts to predict and explain human behavior (Ajzen, 1998; Campbell, 1963; Sherman Fazio, 1983). This study uses the Theory of Planned Behavior (TPB model) to test the influences governing undergraduates intention towards pursuing a career in the tourism industry. This study will thus explore the variables that influence a students intention to pursue a career in the hospitality industry and the factors that are implicated in or modify a students career commitment over time. The sample includes first year to forth year undergraduates studying Tourism management courses offered by The University of Mauritius. 2.1 Perceptions and attitudes towards pursuing a Tourism and Hospitality Career 2.1.0 Tourism management as a course Author (s) s Study S Variables used les used Davidson and Tideswell (1998) Considering level of student interest in the hospitality programme (Australia) Industry factors: Career prospects, Interests, See degree as a rite of passage to job and career, Entrance criteria used by institutions as a mechanism to attract students Barron and Maxwell (1993) New entrants illusory image of the industry- glamorous and unrealistic perceptions Jarvis (1994) Limited resources applied early in the education process Barron (1997) Offer for the course Good reputation of university OMahony, McWilliam and Whitelaw (2001) Reputation and availability of a particular course Hospitality course as second or third preference Accepted based on entry requirement rather than career interest Hing and Lomo (1997) Students enroll with a vague idea of their goal, their future aspirations and career opportunities (minimal commitment) Place coveted at the university, irrespective of discipline If scores were too low. Theres a chance to pursue interest and career in private hospitality colleges Purcell (1993) Career choice in high school were influenced by parents or guardians, peers or friends Cothram and Combrink, 1999; Sciarini and Wood, 1997 Parents and families were the most influential in determining students attitudes and career choice Young (1994) Parents as primary providers of encouragement Machatton (1997) Negative perceptions of parents- hospitality jobs confined to hamburger- flipping and bed making OMahony, McWilliam and Whitelaw (2001) Not rated as an important influence: Parents Teachers School counselors Peers Rated the highest: Mass media Helmes and Adcock (1992) Lack of information Lack of career knowledge Lead to creation of misconception and unwarranted negative attitudes and often associated with lack of opportunities Barron and Maxwell (1993) Information about the industry Career based on choice rather than by chance Fraser, 2000 Varying interest to work in different sectors of the hospitality industry views changed through various exposures: study programme exposure to industry 2.1.1 Tourism as a career choice Author (s) Study Variables used Ross (1991; 1993) positive attitudes towards potential careers high level of interest in management positions industry regarded as holding considerable promise for future employment and career prospects Gets (1994) unattractive option for high school students: downturn in regional economies potential for attracting youth through: internships or co-operative education between schools and industry Airey and Frontisis (1997) career support improvement in basic hospitality education Greek students positive attitudes but: Unrealistic views about careers in the industry Limited experience as hospitality consumers Employment structure in Greece Charles (1992a) Positive attitudes towards: Career in tourism industry- seen as exciting, stimulating and developing creativity Negative attitude because of potential disruptive effect on: Personal Family And social life Interest seen to be decreasing: After internship experience Barron and Maxwell (1993) Difference between perception and experience of the industry: New students hold positive views Post internship students hold negative views Expectations: Good career opportunities Good training Treatment of staff by employers Job does not demand a capacity effort Perception: Industry not lucrative Poor treatment of manual staff Warsyzak (1997) Assessment of industry becomes less positive after post work experiences Kusluvan and Kusluvan (2000) Positive attitudes changed to negative attitudes after practical work experience: Job stress Lack of family life owing to nature of the work Long working hours Exhausting and seasonal (unstable) jobs Low social status of a hospitality job Unfavorable evaluations were due to: Insufficient information about careers Limited information on working conditions West anf Jamieson (1990) Reduction in commitment after various exposures to the industry Purcell and Quinn (1996) Supervised work experience a key contributor to reduced commitment Fraser (2000) Perceptions, aspirations, expectations and career commitment steadily declined over time. Levels of commitment not based on: Sex Qualifications Levels of industry knowledge Nor prior experience But based on: Employment practices Pavesic and Byrmer (1990) Hospitality Graduates switch to another industry less than one year after graduating. Reasons: Poor pay for the hours of work Little recognition for efforts made Lack of opportunity for progress Long hours Stress at work Not receiving acknowledgement of qualifications gained. Kusluvan and Kusluvan (2000) Negative attitudes formed after internship: Stressful jobs Lack of family life owing to the nature of tourism jobs Unsatisfactory and unfair promotions Low pay Insufficient benefits Unqualified managers Poor attitudes and behavior of managers towards employees Unqualified coworkers Poor attitudes and behavior of coworkers Poor physical working conditions for employees 2.2 The Theory of Planned Behavior Ajzen developed the Theory of Planned Behavior in 1991 as an extension of Ajzen and Fishbeins 1975 Theory of Reasoned Action. The TPB has four components: attitudes (i.e. the individuals positive or negative feelings about performing a behavior), subjective norm (i.e. the individuals perception of whether people important to the individual think the behavior should be performed), perceived behavioral control (i.e. The individuals perception on the self skills and ability of performing a behavior) and behavioral intention (i.e. an individuals readiness to perform a given behavior) Ajzen stated that for nonhabituaI behaviors that are easily executed by almost everyone without special circumstances, the theory of reasoned action was adequate. When behaviors are more difficult to execute, and when a person needs to take control over needed resources in order to act, the theory of planned behavior is a better predictor of behavior than the theory of reasoned action. In the theory of planned behavior, control is taken into account as a variable labeled perceived behavioral control, which is defined as a persons perception of how easy or difficult it would be to perform the action. The theory of Planned Behavior (TPB) has been since its development some 20 years proved to be a powerful approach to explain human behavior. Â   The Theory of Planned Behavior (TPB) predicts that planned behaviors are determined by behavioral intentions which are largely influenced by an individuals attitude toward a behavior, the subjective norms encasing the execution of the behavior, and the individuals perception of their control over the behavior (Ajzen, 1975). In simpler terms, behavioural decisions are the result of a reasoned process in which the behavior is influenced by attitudes, norms and perceived behavioral control. 2.3 The Theory of Planned Behavior: Model Ajzens revised model (1991) is expressed in the diagram (figure 2) below: Figure 2: Ajzens Theory of Planned Behavior The theory of planned behavior postulates three conceptually determinants of intention. 2.4 Determinants of Behavioral Intention Attitude towards behavior Attitudes represent an individuals likes, dislikes, beliefs and opinions regarding a particular behavior. It represents a summary of evaluation of psychological object captures in attribute dimensions of good- bad, harmful- beneficial, pleasant- unpleasant, and likable- dislikable (Ajzen; 2001) Rosenberg and Hovland (1996) viewed attitude as a multi-component construct and made the following statement all responses to a stimulus object are mediated by the persons attitude towards the object. Ayres (2008) claims that traditionally there has been a career-for-life philosophy adopted by workers, whereby workers will spend their entire working life working in one industry, and, in many cases, one organization. This philosophy has in recent times, coinciding with Generation Y entering the workforce, been replaced by a more uncertain career structure, with employees frequently changing employers within their industry and many also pursuing work in different industries (Inkson, Anhur, and Pringle, 1999). Morton (2002) stated that Generation Y employees show a tendency towards valuing equality in the workplace and they seek positions that offer reasonable wages and good opportunities for training. Morton (2002) also claimed that they respect managers who empower workers and who are open and honest with employees. Martin (2005), who calls this generation Yers, describes eight main characteristics shown by Generation Y towards their careers. These eight characteristics include the Generation Y employee being self-reliant and independent, technosavvy, entrepreneurial, seeking flexibility, having an urgent sense of immediacy, wanting increasing responsibility, having a get off my back attitude and adopting a free agency attitude. Oliver (2006) claims that recent interest in the Generation Y worker has intensified in recent years, and while generalizations are plentiful, he claims that the Generation Y worker is uninterested in a job for life, instead seeking flexibility and work-life balance. Oliver (2006) states that, overall, Generation Y workers are seen to have much higher expectations of a job than previous generations, including high expectations of pay, conditions, promotion and advancement. A study conducted by Kusluvan and Kusluvan (2000) found that some of the factors that seemed to account for the negative attitudes towards careers in tourism, formed after students had undertaken a practical work assignment, are stressful jobs, lack of family life owing to the nature of the work, long working hours, exhausting and seasonal (unstable) jobs, low social status of tourism jobs, unsatisfactory and unfair promotions, low pay and insufficient benefits, unqualified managers, poor attitudes and behavior of managers towards employees, unqualified coworkers and poor attitudes and behavior of coworkers and poor physical working conditions for employees. Subjective Norms Subjective Norms is the degree to which someone wants to conform to others behavior or expectations. Usually, others are individuals (family and friends) whose preferences on a subject matter are important to him or her. This concept was introduced into theory of planned behavior to accommodate the non volitional elements inherent, at least potentially, in all behaviors (Ajzen, 2002). Although schools, peers and the students community all have an impact on the young adults self- identity and career choice, the parents expectations and perceptions of vocational fit for their children have been found to be the key roles in shaping their career choices (Ferry, 2006). In one study (Creamer and Laughlin, 2005), this influence has been so strong as to override the influence of teachers, faculty, and career field in question but were not as well- known and or trusted as to students parents for this type of decision. In an era where 49% of UK workers report that balancing work and family responsibilities is an issue of significant concern to them (IP Morgan Fleming, 2003), the influence of family and personal life and career decisions is receiving increasing amounts of media attention. Todays business school graduates are looking for a work style to go with their lifestyle, claims the HR consultancy Hay Group (The Economist, 2006). Generation X and Generation Y workers who are younger than 40, are more likely than boomers to say they put family before jobs, says an article in USA Today (Elias, 2004). Todays younger employees are working to live rather than living to work, states a newspaper manager in the journalism newsletter Fusion (Williamson, 2006). Perceived Behavioral Control Perceived Behavioral Control (PBC) refers to a persons perception of the ease or difficulty of performing a particular behavior. According to Ajzen (2002), PBC is used to deal with situations where people do not have complete volitional control (i.e. external influences) over the particular behavior in question. An employees perception to any industry will, no doubt, be determined by their commitment, perceptions, attitudes towards working in the industry as well as the types of jobs available in the industry. It is argued that this is particularly pertinent to tourism and hospitality as it has been reported that potential recruits have a negative image of working in the industry (Aksu and Koksal, 2005; Brien, 2004; Getz, 1994, Kuslavan and Kuslavan, 2000). Several researchers have also studied the perceptions of undergraduate tourism and hospitality management students. Barron and Maxwell (1993) examined the perceptions of new and continuing students at Scottish higher education institutions. They found that in general the new students had positive images of the industry, whereas the students with supervised work experience were much less positive in their views. Baron and Maxwell (19930 found significant differences between the new students perceptions of the industry compared with the students who had undertaken their industry placement. The marked differences in the perceptions of new students compared with those post placement students and graduates lie in the difference between perception and experience in the industry. West and Jameson (1990) agree and claim that the more exposure hospitality students have to the industry, the less commitment they show. 2.5 Behavioral Intention Intention is an anticipated outcome that is intended or that guides your planned actions; in the words of Ajzen, an indication of how hard people are willing to try, of how much effort they are willing to exert in order to perform the behavior. Therefore, the stronger the intention to engage in a behavior, the more likely should be its performance. (p. 181) TPB states that people act in accordance with their intentions and perceptions of control over their behavior, while intentions are influenced by attitudes toward the behavior, subjective norms and perceptions of behavioral control (Ajzen, 1985). Behavior Hsing (2002) defined behavior as the performance of an action at a certain time, in a certain context and with a certain purpose. Generally, the more favorable the attitude and subjective norm with respect to a behavior and the greater the perceived behavioral control; the stronger an individuals intention should be to perform the behavior under consideration (Ajzen, 1991). However based on varying behaviors and situation, the relative importance of attitude, subjective norm and perceived behavioral control is expected to be different. 2.6 Indicators of Behavioral Intention For the TPB to predict behaviour successfully or for maximum prediction, intention must be measured as closely as possible in time to the observation of the behaviour. The longer the interval between measurement of intention and behaviour, the greater the likelihood that an unforeseen event will occur that will lead to changes in intention and be less predictive of actual behaviour. Nevertheless, this study is not working on actual behaviour, but rather on attitudes and beliefs about the behaviour of choosing a particular career. 2.6.0 Indicators of Attitude towards behavior Thus, to measure student attitudes toward behaviour, which in this context meant choosing the programme and direction, or intention to seek a career in hospitality, questions were constructed in such a way so as to shed light on the attitude and beliefs of the undergraduates: I expect this course will only qualify me to do a specialised job in the hospitality industry I am still keen to work in the industry as when I first chose this training programme I am very satisfied with my choice of a career in hospitality I am committed to a career in hospitality 2.6.1 Indicators of Subjective Norms A second major predictor of intention in this study is the influence of important people in an individual students life as encouragement and support to perform the behaviour intention. Subjective Norm refers to a favourable or unfavourable student perception of social pressure and the relative importance of different sources of social influence on their intention (decision) to choose a programme and hospitality career. Such social influence might come from immediate family members, peers and friends, teachers and other individual and groups. As stated by Ajzen and Fishbein (1980) an individual will perform or operationalise their behaviours that they perceive as favoured by other people who are important to them. In the present study, there were items used to obtain a direct measure of students perception of significant others and the degree to which they influenced the decision to take a tourism management course. Questions which relate to parents, friends, brothers and sisters and school teachers were constructed to indicate how strongly they agreed or disagreed with such statements. Such questions were: My parents encouraged me to study hospitality My school teachers and counsellors encouraged me to study hospitality My brothers / sisters encouraged me to study hospitality However, according to Ajzen and Fishbein (1980) any relationship between the respondents and the referent (s) will be more or less stable over time. To assess the actual career influencer parallel to those of the students intention, an open ended question was asked: Who was the most influential individual who influenced your choice of a hospitality career? 2.7 Empirical Evidence 2.8 Conclusion

Humanities - The Heart of Liberal Education Essay -- Education Philoso

I justify the humanities by sketching four views of knowledge in which the idea of an academy or an integration of disciplines might be understood. I assume that every system of higher education inevitably appeals to concepts of knowledge. Such concepts cannot be isolated from political and civic dimensions of life as well as from personal cultivation and character. Nonetheless, older views based on these aspects are open to serious criticism. The four views considered are Aristotelian-Thomistic, Cartesian-positivist, Kantian, and "traditionalist" (in a liberal and hermeneutic sense). The paper describes key elements in each of these views and notes several objections, with a marked preference for Kantian and "traditionalist" views. Kant provides for rehabilitation of the humanities, especially ethics and literature (the moral and aesthetic), within a framework in which modern science displaces ancient teleological nature. "Tradition" is justified on practical grounds--by the need to appropriate for oneself the knowledge and experience of past generations (without which human life loses continuity and meaning). Further, the humanities save the great texts from oblivion to which "progress" would otherwise consign them. The humanities counteract the tendency of science to undermine the conditions of its own possibility, as well as the discipline, knowledge, and virtue required for its own origin. Two questions are urgently posed to the modern academy: what is the justification for congregating all the disciplines of modern knowledge under one roof as if they belonged integrally together—if, that is, there is one? For perhaps it is merely a convenience. And secondly, what is the justification—if there is any—for insisting upon th... ...ndered unnecessary by its existence. Technology makes perpetual adolescents of us, because of the ease with which it puts great power in our hands; its power diminishes our desire (and thus our capacity) for responsibility. In the face of this fact of modern life, the traditionalist view of education seeks to reverse this effect, without denying the legitimacy of science. It cultivates liberal virtues by keeping the classics and all the great texts alive, including the classics of science itself (physical and human), abandoned by later science. Traditional stances like those of (1), (2), and (3), may be suspicious of it because it declines the attempt to found education upon the dogma of a metaphysics or an epistemology. But it may well be the most practical way pedagogically that the aims and content of those approaches can be sustained within a modern environment.

Intrapartum care study notes Essay

Pathophysiology, etiology and direct and indirect causes in your own words Pathophysiology: Both mother and baby begin to prepare for birth in the ï ¬ nal weeks of pregnancy. The mother is instructed to call the health care provider and come into the birthing unit if any of the following occur. Rupture of membranes, regular, frequent uterine contractions (nulliparas, 5 minutes apart for one hour; multiparas, 6-8 minutes apart for 1 hour), any vaginal bleeding or decreased fetal movement. Family centered care is a model of care based on the philosophy that physical, sociocultural, spiritual, and economic needs of the family are combined and considered collectively when planning for the childbearing family. Five factors are important in the process of labor and birth. 1)Birth passage – is the size of the maternal pelvis or diameters of the pelvic inlet, midpelvis, and outlet. The type of maternal pelvis, and the ability of the cervix to dilate and efface and ability of the vaginal canal and the external opening of the vagina to distend. 2) The fetus-fetal head, fetal attitude, fetal lie, and fetal presentation. 3) Relationship between passage and fetusengagement of the fetal presenting part, station or location of fetal presenting part in the maternal pelvis in relation to the spine, and fetal position. 4) Physiologic forces of labor -frequency, duration, and intensity of uterine contractions as the fetus moves through the passage, and effectiveness of the maternal pushing effort. 5)Psychosocial considerations-mental and physical preparation for childbirth, socio-cultural values and beliefs, previous childbirth experience, support from signiï ¬ cant other, and emotional status. Labor usually begins between 30 and 42 weeks of gestation. Pro just her own relaxes the smooth muscle  tissue, estrogen stimulates uterine muscle contractions, and connective tissue loosens to permit the softening, thinning, and eventual opening of the cervix. In true labor, with each contraction the muscles of the upper uterine segment shortening and exert a Longitudinal traction on the cervix, causing effacement in which is the drawing up of the internal OS and the cervical canal into the uterine sidewalls. The contractions of true labor produced progressive dilation and effacement of the cervix. They only occur regularly and increase in frequency, duration, and intensity. The discomfort of true labor contractions usually starts in the back and radiates around to the abdomen. The pain is not relieved by ambulation. The contractions of false labor do not produce progressive cervical effacement and dilation. They are you regular and do not increasing frequency, duration, and intensity. The discomfort may be relieved by ambulation, changing positions, drinking a large amount of water, or taking a warm shower. Exemplar Face Sheet SP12 Exemplar Face Sheet Pathophysiology, etiology and direct and indirect causes in your own words The ï ¬ rst stage begins with the onset of true labor and ends when the cervix is completely dilated at 10 cm. The second stage begins with complete dilation and ends with the birth of the newborn. The third stage begins with the birth of the newborn and ends with the delivery of the placenta. Some clinicians identify a fourth stage. This stage lasts 1 to 4 hours after delivery of the placenta, the uterus effectively contracts to control bleeding at the placental site. Maternal systemic response to labor. The mothers cardiovascular system is stressed both by the uterine contractions and by the pain, anxiety, and apprehension she experiences. During pregnancy the circulating blood volume increases by 50%. The increasing cardiac output  peaks between the second and third trimester. Maternal position also affects cardiac output. In the supine position, cardiac output lowers heart rate increases and stroke volume decreases. When turned to a lateral side laying position cardiac output increases. As a result blood-pressure rises during uterine  contractions. Oxygen demand and consumption increased at the onset of the labor because of the presence of uterine contractions. By the end of the ï ¬ rst stage of labor most women develop a mild metabolic acidosis compensated by respiratory alkalosis. The changes in acid-base status that occur in labor quickly reversed in the fourth stage because of changes in the woman’s respiratory rate. During labor there is an increase in maternal renin level, plasma renin activity, and angiotensinogen level. These help control uteroplacental bloodï ¬â€šow during birth and the early postpartum period. Gastric mobility and absorption of solid food are reduced. Some narcotics also delayed gastric emptying. White blood cell count increases to 25,000 to 30,000 cells during labor and the early postpartum Period. The change in wbc’s is mostly because of the increased neutrophils resulting from a physiologic response to stress. The increased WBC count makes it difï ¬ cult to identify the presence of an infection. Maternal blood glucose levels decrease during labor because glucoses uses an energy source. Fetal  response to labor. The mechanical and hemodynamic changes of normal labor have no adverse effect when the fetus is healthy. Heart rate deceleration can occur with intracranial pressure as the head pushes against the cervix. Bloodï ¬â€šow is decreased to the fetus at the peak of each contraction, leading to a slow decrease in pH status. The adequate exchange of nutrients and gases in the fetal capillaries depends in part on the fetal blood pressure. Fetal blood pressure is a protective mechanism for the normal fetus in the anoxic periods caused by the contracting uterus during labor. The fetus is able to experience sensations of light, sound, and touch beginning at approximately 37 or 38 weeks of gestation. Exemplar Face Sheet SP12 Exemplar Face Sheet Pathophysiology, etiology and direct and indirect causes in your own words Sometimes procedures are necessary to maintain the safety of the woman and the fetus. The most common of these  procedures are labor induction, episiotomy, cesarean birth, and vaginal birth following a previous cesarean birth. Labor induction is the stimulation of the uterine contractions before the  spontaneous onset of labor, with or without ruptured fetal  membranes, for the purpose of accomplishing birth. Risk  Factors: Other alterations may occur during the intrapartum  period. These include precipitous birth (rapid progression of labor, with birthing occuring within 3 hours or less), abruption placentae (premature separation of a normally implanted  placenta from the uterine wall. Considered to be a catastrophic event because of the severity of the resulting hemorrhage),  placenta previa (implantation of the placenta day in the lower uterine segment rather than the upper portion, resulting in  placental separation with dilation of the cervix), premature rupture of membranes (spontaneous rupture of the membranes  before the onset of labor), preterm (Labor that occurs between 20 and 36 completed weeks of pregnancy) and postterm labor (A pregnancy that exceeds 42 weeks since the last menstrual  period), hypertonic labor (ineffective uterine contractions of poor quality occurring in the latent phase of labor with increased resting tone of the myometrium and frequent contra ctions),  hypotonic labor (usually developing in the active phase of labor, characterized by 4000g at birth, often associated with excessive maternal weight, maternal obesity, maternal diabetes, or  prolonged gestation), nonreassuring fetal status (when the  oxygen supply is insufï ¬ cient to meet the physiologic needs of the fetus),  prolapsed umbilical cord (The umbilical cord precedes the fetal presenting part, placing pressure on the cord and reducing or stopping bloodï ¬â€šow to and from the fetus), amniotic ï ¬â€šuid embolism (The presence of a small tear in the amnion or chorion high in the uterus, an area of separation in the placenta, or cervical tear where a small amount of amniotic ï ¬â€šuid may leak into the chorionic plate and enter the maternal system as an amniotic ï ¬â€šuid embolism), cephalopelvic disproportion (occurs when the fetal head is too large to pass through any part of the birth passage, which can result in prolonged labor, uterine  rupture , necrosis of maternal soft tissue, cord prolapse,  excessive molding of the fetal head, or damage to the fetal skull and central nervous system), retained placenta (retention of the placenta beyond 30 minutes after birth, resulting in bleeding that may lead to shock), lacerations (tearing of the cervix or vagina. The highest risk is in young or nullipara woman, forceps assisted birth, or administration of an epidural), Exemplar Face Sheet SP12 Exemplar Face Sheet Pathophysiology, etiology and direct and indirect causes in your own words placenta accreta (The chorionic villa attached directly to the myometrium of the uterus.. The adherence itself maybe total, partial, or focal, depending on the amount of placental involved), and perinatal loss (death of a fetus or infant from the time of conception through the end of the newborn period 28 days after delivery). Interrelated Concepts (3 or more) Comfort, Mobility, Family, and Sexuality Prioritized 1. Risk for injury related to hyperstimulation of uterus caused Nursing by induction of labor.! Diagnoses (4 or more in two or 2. Anxiety related to discomfort of labor and unknown labor three part outcomes as evidence by verbal communication.! statements)! 3. Acute Pain related to uterine contractions as evidence by verbal complaints of pain. 4. Readiness for enhanced cognition related to the birth process as evidence by verbalizing concerns to nurse. Resource Links ! Grassley, J. S., & Sauls, D. J. (2012). Evaluation of the (2 or more)! Supportive Needs of Adolescents during Childbirth Intrapartum Nursing Intervention on Adolescents’ Childbirth Satisfaction and Breastfeeding Rates. JOGNN: Journal Of Obstetric, Gynecologic & Neonatal Nursing, 41(1), 33-44. doi: 10.1111/j.1552-6909.2011.01310.x! Mathew, D., Dougall, A., Konfortion, J., & Johnson, S. (2011). The Intrapartum Scorecard: Enhancing safety on the labour ward. British Journal Of Midwifery, 19(9), 578-586.!