Representation Of Women In Advertising Cultural Studies Essay

Representation Of Women In Advertising Cultural Studies Essay Advertisements are one of the most cultural factors which mould and reflect society. They are a ubiquitous and inevitable part of everyones life: even if we do not read a newspaper or watch television, the images posted over our urban surrounding are inescapable. The advertisement translates these statements to us as human statements: they are given a humanly symbolic exchange value. (Wiliamson, 1976)   This paper will discuss the change and contrast or the representation of women in television advertisements. It will deconstruct two British adverts from the 1960s and their contemporary counter parts; as well as examine the idea of different notions of beauty for women and stereotypes relating to these notions and identify stereotypes relating to beauty. It will study the ways in which meaning is communicated through the use of these codes and conventions in television advertisements. Therefore I will look at the visual semiotics in each element of the advert which includes language, image and information and its target market and audience, hence analyzing according to semiotics. This paper will analyze the advertisements use and manipulation of stereotypes relating to beauty, ideas about body image and the maintenance of an ideal standard of beauty. Many theorists believe that perceived gender roles form the bases for the development of gender identity and thus it is vital to study the theories used to enforce these gender stereotypes and their shifts. Eaglys social role theory implies that gender roles based on stereotypes have been developed due to sexual division of labour and societal expectations. Eagly (1987) differentiates among the common and age scopes of gender-stereotyped features. The common character is categorized by elements, such as nurturance and emotional expressiveness, mostly linked with household activities, and thus, with women. The age role is categorized by characteristics such as hostility and sovereignty, mostly linked with communal activities, and thus, with men. Gender roles strongly influence behaviour when cultures support gender stereotypes and build up strong expectations based on those stereotypes (Eagly 1987). According to Deaux and Lewis gender stereotypes differ on four dimensions: traits, rol e behaviors, physical characteristics, and occupations (Deaux and Lewis 1983). This work is further developed by Berm who stated that Gender stereotypes are implanted through childhood socialization and are reinforced in adulthood. This thought is supported by Berms Gender schema theory, which presents the idea that children learn how their cultures define the roles of both women and men and then internalize the knowledge acquired as gender schema. (bem 1993) Feminist legal theory is based on the belief that the law is instrumental in womens historical subordination. There are two elements of the feminist legal theory. First, feminist jurisprudence aims to explain the ways in which the law played a role in womens former subordinate status and in the latter, feminist legal theory is dedicated to changing womens status through a reworking of the law and its approach to gender. According to Gunther women in television adverts prior to 1970s were not shown to be in paid work, and when they were, they would be stereotypical jobs such as a nurse or personal assistant. Housewife culture declined after the 1950s, but it was still common during the 1960s and 1970s (Gunther, 1995 :34). Content analysis of advertising in television during the 1970s provided strong evidence of the existence of stereotyping. All adverts which featured women showed three quarters were for kitchen and bathroom products. Men were viewed with powerful authoritative roles and provided the dependable voice-over (Ibid: 35) Research in the late 1970s and early 1980s reinforced a continuation of these trends, with men shown at work and women as housewives and mothers at home. Nonetheless, it became more common for men to be shown at home as well, in the role of husband or father, and the range of womens occupations increased (ibid : 36, 37). This is reminiscent of the Social Learning Theory. During the late 1970s women in advertising played a central focus on beauty, cleanliness, family and pleasing others. In the 1980s TV advertising started to conceptualize the idea of the busy working women by offering solutions to the working woman, who was assumed, would still perform household tasks such as cooking and cleaning. Pg 55Through the early 1990s, a study was conducted of 500 prime-time TV ads in the UK, by Cumber batch (reported in Strinati, 1995: 86),and it was deduced that advertiser had seemingly become vary of many years advertisers were reluctant to do anything different from the conservative stereotypical gender roles until in the 1970s and 1980s feminists took the protest to roads. Pg 55 Television audience are bombarded with images and slogans through advertisements. In 2000 Nielsen Media Research and Radio Advertising Bureau survey concluded that the average U.S. household, watched more than seven hours of television per day (Albarran, 2000). Audience subconsciously memorize slogans and absorb images without questioning them. This is known as the cultivation effect (Gerbner, Gross, Morgan and Signorieli (1980)) .The effect of this exposure produces cultivation, or teaching of a common worldview, common roles and common values. (Gerbner, Gross, Morgan Signorieli, 1980, p.10). In order to understand the change in female stereotypes we must apply a semiotic analysis to the advertisements in the contrasting time frames.Williamson (1978) stated that semiotics studies looks at any system of signs whether the substance is verbal, visual or a complex mixture of both. (Semiotics and Ideology (n.d) para.2). Ideology is the meaning made necessary by the conditions of society while helping to perpetuate those conditions. (Williamson (1978) p.13). We must first discuss intersubjectivity, (OSullivan, Hartley, Saunders, Montgomery, Fiske, (1994) p.157 158) As the audience In order to understand advertisements we must learn how to read them. It is vital to deconstruct them by the use of encoding and decoding. Encoding is performed by the transmitter of the advertisement message and decoding is a process accomplished by the receiving audience. The visual message is the most important element of a television advert because through it, its semiotic system of codes and co nventions it attracts potential buyers of the product. Most female personal care products target consumers by offering them an idealized reader-image (McCracken (1992 p.20). Thus television advertisements attract the audience by selling them visions of how they would like to see themselves. The codes and conventions on the advert have been transgressed by Dove which as a brand has taken a sharp turn away from traditional conventional ideologies of female perceptions. Advertisements must take into account not only the inherent qualities and attributes of the products they are trying to sell, but also the way in which they can make those properties mean something to usà ¢Ã¢â€š ¬Ã‚ ¦ The components of advertisements are variable and not necessarily part of one language or social discourse. Advertisements rather provide a structure which is capable of transforming the language of objects into that of people, and vice versa. Judith Williamson, Decoding Advertisements, 1978, p.12 (flake doc) WHAT IS TRYING TO BE SAID HERE!According to Gerbner ; common media learning has increased television viewing is associated with more stereotypical views, especially of gender (Allan Scott, 1996). Gerbner, Gross, Morgan and Signorieli (1980) argued that for frequent heavy viewers, television virtually subsumes and monopolizes other sources of information, ideas and consciousness. Furthermore, the frequent viewers perceive the world as television depictions . (Gerbner, et al., 1980). Dove old advert The advertisements of the early 1960s begin with a male voice over. This man narrates the advert and his claims of Dove being new and revolutionary and this is reinforced through female narration. This can be said to be reflective of male patriarchy dominant at during the late 1950s and early 1960.The key word in the advert is new and is repeated, in each case before the brand name. The readers eye is drawn simultaneously to the models eyes and face, and the text onscreen. The Advert emphasized as the brand name and thus the text anchors the connotative meaning of the product but new is the first word you read. Cosmetics advertisers aim to reduce competition by conveying that their products are the newest product with the latest technological advances. Emphasis in adverts is placed on the new key property of the product. For example, Dove creams and cleanses your skin and boasts that other products only cleanse and dry ; here, there is a strong implication of criticism of other brand s and products and this encourages women to be critical of themselves and their peers in using wearing of out-of-date brands that do not embody the latest key properties or technology. The beginning of the advert contains a picture of the products packaging; this is what the audience is to look for when buying the product. The image of the dove represents Greek connotations of Aphrodite, goddess of beauty and love thus representing traditional female beauty and characteristics. Next the audiences see a perfectly manicured female hand , this continues to reinforce female notions of beauty. Once the product is unpackaged the bar of soap is curvy, this could questionably parallel the unpack aging of the female body which like the soap is also curvy. The words completely new are draw upon the eyes of the audience eye drawn and this point is reinforced by the narrative. The audience is introduced to the product by a male voice over. A Female voice over refers to the cleaning of the product cleaning, a subtle reference to the position of women in the home,  ¼ filling of bar may also be representative of cooking. She continues to talk about cleansing, the product cleans and creams and this is repeated and is reinforced to the audience. The male voice then reinforces the positives of the products; his commentary is similar to that of a scientists new discovery. Its can be argued that the mode in the advert acts as a guinepig for the experimental use of the product, it is her purpose to serve the male voice over. We are only able to view the models face, and towards the end of the advert her makeup changes as if she were ready to go out, for a date perhaps, and in this transformation she is rewarded by an anonymous male, whose hand we see as he caresses her cheek continuing to reinforce the previous Aphrodite notions beauty and love and desire to please in a patriarchal society and fulfill beauty expectations. The ad consists of a visual subject which in this case is the soap and an object, the soap bar, while subconsciously portraying the subject as the women and the object as her Female curves. This reinforces traditional gender stereotypes as the objects beauty is acknowledged by male presence. SANA U relocate this I will now introduce and analyze recent Dove television adverts according to semiotics. I am looking to see how the representation of women is conveyed and to see if the operation of patriarchy is apparent. I suspect that I will be able to deduce that all of these adverts operate patriarchy through similar ideologies presented through, images and articles in magazine about their products. The advert then shows the ordinary women having fun at photo shoot. In the new television advert the models are relaxed and it appears as if they are chatting to their girlfriends. The self-touching conveys the impression of narcissism, admiring ones own body and displaying it to others. Furthermore, in the firming body products campaign we are first introduced to the model via an audition we see real women, wearing ordinary clothing, jeans and simple tops and not glamorous silk gowns. They are all different shapes, sizes and ethnicities. The larger women unconventionally and ironically are wearing lower cut blouses. Next the audience views the women using of products in ordinary household environments. The use of a female voice portrays societal liberisation of women and her voice has a relaxed jovial tone as she refers to size 8 women. The female voice of dove, implies that size 8 women note real women but merely fictional supermodels. She refers to large hips and pear shape, this healthy fruit are Dove a promoting a healthier fuller figure. Women are in white lingerie this mirrors the color of the dove which is free and liberated. A twenty first century interpretation of the dove may be interpreted as the present greater liberation, peace and freedom which is reinforced in Doves new ad campaign. During the photo shoot there is a male voice present in the background. He wears black perhaps because he not as free and liberated as women and is confined to the antiquity of black which contrasts the free soaring spirit of Dove. In comparison to the1960s ad, the earlier is more informative about the product where as the new advert, focuss on the self in comparison to the prior which focuss on the product. In the new advert the narrator only names the products and reinforces that their tested on real women The absence of obvious sex appeal in this ad displaces the use of the product as a method of attracting the male. Instead the womans focus is on attaining for herself the advertised qualities embodied other women shown. The ad uses empowerment to sell the product because the majority of women in their late thirties or early forties who are considering firming products are likely to have already attracted a male. It is the qualities embodied by real women that the ad is making desirable, and then attainable through the product itself. Dove claim they have changed all this by revoloutionalizing societal perceptions of beauty. By presenting real women in their lingerie the brand expresses the societal liberation of female freedom and sexuality. Women in their campaign are not presented with traditional sexual connotations as vixens; hour glass body shapes, long hair, large bust, instead the women in the 21st century ad campaign are perfectly flawed. This campaign broke stereotypical rules and took beauty taboos head on. The Dove Campaign for Real Beauty (CFRB) textually reveals that CFRB employs feminist signs to reference a key binary resistance in feminist politics discussing liberation and oppression; in the presentation of an ideology of real beauty. This message promotes Dove as a mechanism of change to the view of societal perceptions of limiting and unattainable female beauty, a position influential feminists support in mainstream media and through corporate partnership. This analysis suggests that real beauty is a new stereotype within the dominant ideology of female beauty; the attributes of thin, young, and blonde are replaced by many shapes, sizes, colours and ages, yet the real women are presented to arouse public dialogue about their physical beauty while promoting Dove and its products; resulting in sexual objectification of their image. Also as the definition of real beauty embraces self-esteem, CFRB produces a demanding, oppressive beauty stereotype for female consumption than the do minant stereotype which emphasizes only physical standards. Ultimately, CFRB support the patriarchal view of female identity as a consumer through the ideological consumption of real beauty and fiscal consumption of Dove products. This analysis provides a history of the relationships between feminists women in advertising, and the assembly of beauty advertising to observe the construction structure of CFRB. In earlier decades the aim for women was to attract a man and be in a loving relationship. The focus has shifted, however, and the goal now is to be slim, attractive, and happy, regardless of lifestyle, and whether or not an individual is in a successful relationship or not. It is through inter-subjectivity that cultural identity is affirmed. Just as advertising influences culture, so too does it reflect trends and cultural values. Advertising in womens products represents a utopian view of the world and sells the product by selling stereotypical aspirations to attain the lifestyles or the looks represented in their texts. Henceforth, Margaret Duffy claimed that advertising, Popular academics have seen it as anti-humanistic, a creator of unnecessary needs and desires. (Duffy as cited by Manca and Manca, 1994, p.5). Unlike big clothing brands like Gucci or Prada for example, self care products cannot be identified by displaying the brand name in the actual cream or soap bar but instea d, advertisements such as this encourage women to look critically at each others physical appearance and gossip about how other women look. The old dove advert exemplifies elements of both the social learning and the gender schema theory. As we are socialized into our gender roles females traditionally have been concerned about their appearance and focuses on trying to please the opposite sex. This is reiterated by doves ad campaign buy the males reassuring hand of the womans soft beautiful skin. This social acceptance is reinforced by the gender schema theory which describes women as gentile creatures. Thus these two work hand in hand in a repetitive cycle. In contrast to this contemporary dove advertisements are influenced by feminist legal theory. The female voice over mirrors social power acquired by women in the early 20th century and after WWII. This is made even more apparent by the partly dressed models that break traditional gender stereotypes of beautiful pin up women as they appear in all shapes and sizes. FLAKE intro the second ad into the esay Chocolate seems more decadent than other confectionery because we have been sold this myth. The audience treats the signifiers in advertisements as though they are truths rather than our own constructions, which are enabled by refined publicity teams. This tendency to accept signs stems advertising has signified a cultural scepticism which in return has acted as the signifier for a new system of parody in advertisement which humours the system of unconscious connotations whilst achieving the goal of selling the product within the same system of denotations and connotations which it ridicules. The Cadburys Flake television advertisements of the 1970s and 80s depict young, beautiful white women in romantic dreamscapes, i.e. the poppy field, the Victorian-style bathroom, content in their independence, yet eroticised by the sexual relationship they share with their phallic chocolate bars The advert begins with the flake girls licking her lips, she then holds up the erected chocolate bar which becomes the central focal point for the audience. We are given time to read the name of the chocolate which then is followed by music. As the music proceeds the flake girl begins to unwrap the bar and slowly and places it in her mouth not taking a bite this may be interpreted to mirror the sexual acts. The girl presents traditional beauty appearance, her makeup draws attention to her eyes and lips her straight hair also represents phallic images and traditional beauty connotations similar to that in the Dove adverts of 1960s presenting the beauty of Aphrodite. She places the chocolate seductively in her mouth and as the sun shines behind her she enters into her sexual fantasy a beach with a back horse. This stallion may be representative of a man, strong, learn and being lead by a strong female from the 1960s. She finally smiles as she enjoys the creamy chocolate. Most prominent in this advert is the female voice over, this being representative of political change. . These images appeal to the consumer, who makes connections between the visual subject, the chocolate and the visual object the chocolate bar in contrast to the subconscious subject sex and the subconscious object the lack of the male penis. The substitution of the chocolate bar for phallic images is all the more erotic when the audience is exposed to close-up images of white females rouge stained or gloss-laden lips wrapping themselves around the brown bar. The attributes of the chocolate; its distinctive shape and texture are connoted into a meaning of sexual desire and satisfaction. These myths then become the Flakes identity. Flake has removed the idea of the Flake girl who traditionally has sensually nibbled the chocolate bar since 1959. The new campaign aims to focus on the beauty and delicacy of the Flake bar, as opposed to the Flake girl succumbing to the mouth watering chocolate. The ad features Russian model Yulia Lobova and 200 metres of yellow fabric. The fabric twirls around the model as a yellow dress in an analogy of the Flake bar. For the past seven months the UK Cadbury team have been working on creating a new campaign that helps give Flake a fresh, contemporary approach, said Phil Rumbol, UK marketing director at Cadbury. We wanted to focus on the beauty of the product rather than just the sensuality of eating it we consider Flake to be a truly unique product and its still going strong in its 90th year. The signifiers in the new advert are the colours purple and yellow from which the audience picks up on the significant code and recognises the brand. The floating women in the luxurious material signify the beauty and luxury of the brand and product. The material unwraps a woman where s previously it was the ale phallic. This advertisement can be used for a global audience, the lacking of language ad simple images sounds and colours relates to a wider audience. The models makeup is also subtle in comparison to previous flake girls. The traditional beauty and enhancement of eyes and lips is not as apparent. Flake old advert- influenced by feminist legal theory and like women rebels against the societal perception and position of women. This is exemplified by the female voiceover. Ironically this advertisement presents another female stereotype of the sexual women and not a home maker. This is a stereotype which was not taught during the early 1960s however female presence in society was seeing a change, perhaps Cadbury were attempting to create a new stereotype or perhaps trying to break traditional conventions and set new set new social learning theoretical perspectives. New ad- Cadbury has once again created a new stereotype but this time of not gender but of pleasure , presenting their chocolate not with sexual connotations. However Cadbury still use a female who is lost in some form of desire however this advert focuses on the chocolate rather than its The desirable indulgence in this ad is the chocolate itself rather than the subconscious portrayal of a phallic image. The fantasy is constant however the nature of the new adverts emphasizes on the changes of gender stereotypical roles in comparison to the old one. CONCLUSION Having explored the ideals of femininity in television advertisements we can argue that they are revealed to be carefully constructed in their layout, choice of colour, packaging and the product itself, text, language used, and which model has been photographed to represent the brands ideology through the codes and conventions it adheres to. In some adverts consumption of the product is implied to lead to being loved, cared for and protected by a man and this is portrayed as highly desirable in the case of dove. In contrast the new campaign shows a female empowered to stand alone without masculine approval, and to consume the product as a luxury for herself, not to make her more attractive to a man. Flake In conclusion the advertising has evolved from traditional notions of female stereotypes alternative to that of dove to minimalist advertising which is based on consumers socially acquired knowledge for e.g it will be commonly known for all the audiences the colours of flakes packaging similarly to this the logo of dove and the colours of the packaging. Even though gender stereotypical roles in adverts have tremendously evolved since 1960s while performing the semiotics of both the adverts an interesting pattern of similarity lead to decipher a rare connection between the new dove ad and the old flake ad. In the dove new ad the confidence of women to be comfortable with their appearance no matter how they look without male dominance and the confidence of the flake girl in the old advert to have her own fantasy where she leads the masculine horse figure shows power and dominance portrayed by both then dove women and the flake girls. It could be argued that Cadbury has been ahead of times in modern portrayal of gender stereotyping however it still follows the traditional pattern to gender stereotyping showing a stereotypically beautiful white Russian model while Dove has broken this convention and introduced a new form of gender stereotypical role. Creating new stereotypes. In addition, many television adverts carry an implication of women being confident, successful and strong. From closer study it becomes clearer that this masks the operation of patriarchy which uses representations of women in adverts to suppress the empowerment and independence of women in real life. Again Dove differs here from other advertising campaigns by showing positive images of women who do not conform to the unattainable ideal standard of beauty shown in other ads and Cadbury create a new implication of female empowerment. However such implications were evident in adverts during the 1960s. It is obvious that advertising plays a major part in creating and maintaining the consumer culture in which we live. It can be argued that if the public had greater awareness to the negative images in the mass media in reference to women, they would be able to distinguish between their actual needs and those created by factors such as peer pressure, advertising, and low self-confidence. Cash Pruzinsky (1990, p.51) stated two perspectives which form our appearance, one from the inside and one from the outside. The relationship between these perspectives is central when discussing self-esteem and body image, but it is our physical appearance which provides advertisements with their material. Despite this it is our feelings about how we look from the inside and our insecurities which enable adverts to work. Fiske says, An advert is only the inter textual circulation of its meanings, a set of unfinished meanings in process. Texts are not signifying objects but agents, instances and reso urces of popular culture. (1991, p.124 125) It is only when being read or viewed and its meaning interpreted by individuals that the advert becomes whole and performs the function of selling a product. Without human interaction an advertisement can only be looked at as a manifestation of the world surrounding it.

Rational Choice :: Economics

Rational Choice --------------- In the past century, philosophers and social scientists have given theories of individual and interactive decision making a rigorous foundation. Indeed, contemporary decision and game theory have revolutionized our understanding of rational choice in ways that parallel the concurrent revolution in philosophical logic. Carnegie Mellon's philosophy department is recognized as one of the foremost departments in the world in decision and game theory. Primary research at Carnegie Mellon in decision and game theory focuses on the foundations of Bayesian decision theory, interactive knowledge concepts and their applications in game theory and equilibrium selection in games. Decision theory is motivated to a large extent by the consequentialist, and especially the utilitarian, traditions in moral philosophy. To bring about the best consequences, one must know what they are. From the beginning, both critics and defenders of moral consequentialism raised skeptical doubts about the possibility of ever deriving a satisfactory procedure for rank ordering alternatives so as to identify the best choice. In the special case of utilitarianism, the great 19th century utilitarians John Stuart Mill and Henry Sidgwick themselves thought that an exact calculus of utility that would enable societyÈs members to know precisely how to produce the greatest overall welfare might not be possible. Any proposal for a utilitarian calculus raises two fundamental questions: (1) How are quantities of utility to be ascribed to alternatives in a nonarbitrary way?, and (2) How are likelihoods to be ascribed to alternatives in a nonarbitrary way? A decision theory based upon utility is intimately related to theories of probability, which are needed for the calculation of expected consequences. In 1926, Frank Ramsey presented a monumental essay Truth and Probability, which laid the cornerstones of contemporary decision theory. Ramsey proved a representation theorem that enables one to derive both quantitative utilities and probabilities over alternatives that uniquely cohere with one's qualitative preferences over these alternatives. The work of Ramsey and his successors, most notably Leonard Savage, has resulted in modern Bayesian decision theory, which provides a precise account of how to choose so as to maximize expected utility. This work has also sparked a great flowering of alternative decision theories, some of which generalize Ramsey's and Savage's treatments and some of which constitute alternatives to standard Bayesian decision theory. Game theory considers cases in which decision problems interact. The mathematician John von Neumann and the economist Oskar Morgenstern established game theory as an important branch of social science in 1944 with the publication of their treatise Theory of Games and Economic Behavior. Von Neumann and Morgenstern presented a precise mathematical account of situations in which agents make interdependent decisions. To be sure, von Neumann and Morgenstern had intellectual precursors. In the 1910s and 1920s, the mathematicians Ernst Zermelo

Natural Disaster

Earthquake, shaking of the Earth’s surface caused by rapid movement of the Earth’s rocky outer layer. Earthquakes occur when energy stored within the Earth, usually in the form of strain in rocks, suddenly releases. This energy is transmitted to the surface of the Earth by earthquake waves. The destruction an earthquake causes depends on its magnitude and duration, or the amount of shaking that occurs. A structure’s design and the materials used in its construction also affect the amount of damage the structure incurs. Earthquakes vary from small, imperceptible shaking to large shocks felt over thousands of kilometers.Earthquakes can deform the ground, make buildings and other structures collapse, and create tsunamis (large sea waves). Lives may be lost in the resulting destruction. In the last 500 years, several million people have been killed by earthquakes around the world, including over 240,000 in the 1976 T’ang-Shan, China, earthquake. Worldwide, ear thquakes have also caused severe property and structural damage. Adequate precautions, such as education, emergency planning, and constructing stronger, more flexible, safely designed structures, can limit the loss of life and decrease the damage caused by earthquakes.Focus and Epicenter- The point within the Earth along the rupturing geological fault where an earthquake originates is called the focus, or hypocenter. The point on the Earth’s surface directly above the focus is called the epicenter. Faults- Stress in the Earth’s crust creates faults, resulting in earthquakes. The properties of an earthquake depend strongly on the type of fault slip, or movement along the fault, that causes the earthquake. Geologists categorize faults according to the direction of the fault slip.The surface between the two sides of a fault lies in a plane, and the direction of the plane is usually not vertical; rather it dips at an angle into the Earth. Waves- The sudden movement of rock s along a fault causes vibrations that transmit energy through the Earth in the form of waves. Waves that travel in the rocks below the surface of the Earth are called body waves, and there are two types of body waves: primary, or P, waves, and secondary, or S, waves. The S waves, also known as shearing waves, move the ground back and forth Effects Of EarthquakeGround Shaking and Landslides-Earthquake waves make the ground move, shaking buildings and causing poorly designed or weak structures to partially or totally collapse. The ground shaking weakens soils and foundation materials under structures and causes dramatic changes in fine-grained soils. During an earthquake, water-saturated sandy soil becomes like liquid mud, an effect called liquefaction. Liquefaction causes damage as the foundation soil beneath structures and buildings weakens. Fire-Another post-earthquake threat is fire, such as the fires.The amount of damage caused by post-earthquake fire depends on the types of bui lding materials used, whether water lines are intact, and whether natural gas mains have been broken. Ruptured gas mains may lead to numerous fires, and fire fighting cannot be effective if the water mains are not intact to transport water to the fires. Tsunami Waves and Flooding- Along the coasts, sea waves called tsunamis that accompany some large earthquakes centered under the ocean can cause more death and damage than ground shaking.Tsunamis are usually made up of several oceanic waves that travel out from the slipped fault and arrive one after the other on shore. They can strike without warning, often in places very distant from the epicenter of the earthquake. Tsunami waves are sometimes inaccurately referred to as tidal waves, but tidal forces do not cause them. Rather, tsunamis occur when a major fault under the ocean floor suddenly slips. The displaced rock pushes water above it like a giant paddle, producing powerful water waves at the ocean surface.The ocean waves spread out from the vicinity of the earthquake source and move across the ocean until they reach the coastline, where their height increases as they reach the continental shelf, the part of the Earth’s crust that slopes, or rises, from the ocean floor up to the land. Disease-Catastrophic earthquakes can create a risk of widespread disease outbreaks, especially in underdeveloped countries. Damage to water supply lines, sewage lines, and hospital facilities as well as lack of housing may lead to conditions that contribute to the spread of contagious diseases, such as influenza (the flu) and other viral infections.Blizzard Blizzard, severe storm characterized by extreme cold, strong winds, and a heavy snowfall. These storms are most common to the western United States but sometimes occur in other parts of the country. According to the U. S. National Weather Service, winds of 35 mph (56. 3 km/h) or more and visibility of 0. 25 mi (0. 40 km) or less are conditions that, if they endure fo r three hours, define a blizzard. The great blizzard of March 11-14, 1888, which covered the eastern U. S. , was perhaps the most paralyzing of any storm on record.Cyclone Cyclone, in strict meteorological terminology, an area of low atmospheric pressure surrounded by a wind system blowing, in the northern hemisphere, in a counterclockwise direction. A corresponding high-pressure area with clockwise winds is known as an anticyclone. In the southern hemisphere these wind directions are reversed. Cyclones are commonly called lows and anticyclones highs. The term cyclone has often been more loosely applied to a storm and disturbance attending such pressure systems, particularly the violent tropical hurricane and the typhoon, which center on areas of unusually low pressure.Hurricane Hurricane, name given to violent storms that originate over the tropical or subtropical waters of the Atlantic Ocean, Caribbean Sea, Gulf of Mexico, or North Pacific Ocean east of the International Date Line . Such storms over the North Pacific west of the International Date Line are called typhoons; those elsewhere are known as tropical cyclones, which is the general name for all such storms including hurricanes and typhoons. These storms can cause great damage to property and loss of human life due to high winds, flooding, and large waves crashing against shorelines.How Hurricanes Form-Tropical cyclones form and grow over warm ocean water, drawing their energy from latent heat. Latent heat is the energy released when water vapor in rising hot, humid air condenses into clouds and rain. As warmed air rises, more air flows into the area where the air is rising, creating wind. The Earth’s rotation causes the wind to follow a curved path over the ocean (the Coriolis effect), which helps give tropical cyclones their circular appearance. Hurricanes and tropical cyclones form, maintain their strength, and grow only when they are over ocean water that is approximately 27 °C (80 °F). Such warmth causes large amounts of water to evaporate, making the air very humid. This warm water requirement accounts for the existence of tropical cyclone seasons, which occur generally during a hemisphere’s summer and autumn. Because water is slow to warm up and cool down, oceans do not become warm enough for tropical cyclones to occur in the spring. Oceans can become warm enough in the summer for hurricanes to develop, and the oceans also retain summer heat through the fall.Hurricanes weaken and die out when cut off from warm, humid air as they move over cooler water or land but can remain dangerous as they weaken. Hurricanes and other tropical cyclones begin as disorganized clusters of showers and thunderstorms. When one of these clusters becomes organized with its winds making a complete circle around a center, it is called a tropical depression. When a depression’s sustained winds reach 63 km/h (39 mph) or more, it becomes a tropical storm and is given a name. By definition, a tropical storm becomes a hurricane when winds reach 119 km/h (74 mph) or more.Characteristics of Hurricane-A hurricane consists of bands of thunderstorms that spiral toward the low-pressure center, or â€Å"eye† of the storm. Winds also spiral in toward the center, speeding up as they approach the eye. Large thunderstorms create an â€Å"eye wall† around the center where winds are the strongest. Winds in the eye itself are nearly calm, and the sky is often clear. Air pressures in the eye at the surface range from around 982 hectopascals (29 inches of mercury) in a weak hurricane to lower than 914 hectopascals (27 inches of mercury) in the strongest storms. Hectopascals are the metric unit of air pressure and are the same as millibars, a term used by many weather forecasters in the United States. Hectopascals is the preferred term in scientific journals and is being used more often in public forecasts in nations that use the metric system. )In a large, strong storm, hurricane-force winds may be felt over an area with a diameter of more than 100 km (60 m). The diameter of the area affected by gale winds and torrential rain can extend another 200 km (120 m) or more outward from the eye of the storm.The diameter of the eye may be less than 16 km (10 m) in a strong hurricane to more than 48 km (30 m) in a weak storm. The smaller the diameter of the eye, the stronger the hurricane winds will be. A hurricane’s strength is rated from Category 1, which has winds of at least 119 km/h (74 mph), to Category 5, which has winds of more than 249 km/h (155 mph). These categories, known as the Saffir-Simpson hurricane scale, were developed in the 1970s. Tornado Tornado, violently rotating column of air extending from ithin a thundercloud down to ground level. The strongest tornadoes may sweep houses from their foundations, destroy brick buildings, toss cars and school buses through the air, and even lift railroad cars from their tracks. To rnadoes vary in diameter from tens of meters to nearly 2 km (1 mi), with an average diameter of about 50 m (160 ft). Most tornadoes in the northern hemisphere create winds that blow counterclockwise around a center of extremely low atmospheric pressure. In the southern hemisphere the winds generally blow clockwise.Peak wind speeds can range from near 120 km/h (75 mph) to almost 500 km/h (300 mph). The forward motion of a tornado can range from a near standstill to almost 110 km/h (70 mph). A tornado becomes visible when a condensation funnel made of water vapor (a funnel cloud) forms in extreme low pressures, or when the tornado lofts dust, dirt, and debris upward from the ground. A mature tornado may be columnar or tilted, narrow or broad—sometimes so broad that it appears as if the parent thundercloud itself had descended to ground level. Some tornadoes resemble a swaying elephant's trunk.Others, especially very violent ones, may break into several intense suction vorticesà ¢â‚¬â€intense swirling masses of air—each of which rotates near the parent tornado. A suction vortex may be only a few meters in diameter, and thus can destroy one house while leaving a neighboring house relatively unscathed. Formation-Many tornadoes, including the strongest ones, develop from a special type of thunderstorm known as a supercell. A supercell is a long-lived, rotating thunderstorm 10 to 16 km (6 to 10 mi) in diameter that may last several hours, travel hundreds of miles, and produce several tornadoes.Supercell tornadoes are often produced in sequence, so that what appears to be a very long damage path from one tornado may actually be the result of a new tornado that forms in the area where the previous tornado died. Sometimes, tornado outbreaks occur, and swarms of supercell storms may occur. Each supercell may spawn a tornado or a sequence of tornadoes. The complete process of tornado formation in supercells is still debated among meteorologists. Scientists g enerally agree that the first stage in tornado formation is an interaction between the storm updraft and the winds.An updraft is a current of warm, moist air that rises upward through the thunderstorm. The updraft interacts with the winds, which must change with height in favorable ways for the interaction to occur. This interaction causes the updraft to rotate at the middle levels of the atmosphere. The rotating updraft, known as a mesocyclone, stabilizes the thunderstorm and gives it its long-lived supercell characteristics. The next stage is the development of a strong downdraft (a current of cooler air that moves in a downward direction) on the backside of the storm, known as a rear-flank downdraft.It is not clear whether the rear-flank downdraft is induced by rainfall or by pressure forces set up in the storm, although it becomes progressively colder as the rain evaporates into it. This cold air moves downward because it is denser than warm air. The speed of the downdraft incre ases and the air plunges to the ground, where it fans out at speeds that can exceed 160 km/h (100 mph). The favored location for the development of a tornado is at the area between this rear-flank downdraft and the main storm updraft.However, the details of why a tornado should form there are still not clear. The same condensation process that creates tornadoes makes visible the generally weaker sea-going tornadoes, called waterspouts. Waterspouts occur most frequently in tropical waters. OccurrenceThe United States has the highest average annual number of tornadoes in the world, about 800 per year. Outside the United States, Australia ranks second in tornado frequency. Tornadoes also occur in many other countries, including China, India, Russia, England, and Germany.Bangladesh has been struck several times by devastating killer tornadoes. In the United States, tornadoes occur in all 50 states. However, the region with the most tornadoes is â€Å"Tornado Alley,† a swath of th e Midwest extending from the Texas Gulf Coastal Plain northward through eastern South Dakota. Another area of high concentration is â€Å"Dixie Alley,† which extends across the Gulf Coastal Plain from south Texas eastward to Florida. Tornadoes are most frequent in the Midwest, where conditions are most favorable for the development of the severe thunderstorms that produce tornadoes.The Gulf of Mexico ensures a supply of moist, warm air that enables the storms to survive. Weather conditions that trigger severe thunderstorms are frequently in place here: convergence (flowing together) of air along boundaries between dry and moist air masses, convergence of air along the boundaries between warm and cold air masses, and low pressure systems in the upper atmosphere traveling eastward across the plains. In winter, tornado activity is usually confined to the Gulf Coastal Plain. In spring, the most active tornado season, tornadoes typically occur in central Tornado Alley and astward into the Ohio Valley. In summer, most tornadoes occur in a northern band stretching from the Dakotas eastward into Pennsylvania and southern New York State. The worst tornado disasters in the United States have claimed hundreds of lives. The Tri-State Outbreak of March 18, 1925, had the highest death toll: 740 people died in 7 tornadoes that struck Illinois, Missouri, and Indiana. The Super Outbreak of April 3-4, 1974, spawned 148 tornadoes (the most in any known outbreak) and killed 315 people from Alabama north to Ohio.Floods When it rains or snows, some of the water is retained by the soil, some is absorbed by vegetation, some evaporates, and the remainder, which reaches stream channels, is called runoff. Floods occur when soil and vegetation cannot absorb all the water; water then runs off the land in quantities that cannot be carried in stream channels or retained in natural ponds and constructed reservoirs. About 30 percent of all precipitation is runoff, and this amount may b e increased by melting snow masses.Periodic floods occur naturally on many rivers, forming an area known as the flood plain. These river floods often result from heavy rain, sometimes combined with melting snow, which causes the rivers to overflow their banks; a flood that rises and falls rapidly with little or no advance warning is called a flash flood. Flash floods usually result from intense rainfall over a relatively small area. Coastal areas are occasionally flooded by unusually high tides induced by severe winds over ocean surfaces, or by tsunamis caused by undersea earthquakes.Effects of Floods-Floods not only damage property and endanger the lives of humans and animals, but have other effects as well. Rapid runoff causes soil erosion as well as sediment deposition problems downstream. Spawning grounds for fish and other wildlife habitat are often destroyed. High-velocity currents increase flood damage; prolonged high floods delay traffic and interfere with drainage and econo mic use of lands. Bridge abutments, bank lines, sewer outfalls, and other structures within floodways are damaged, and navigation and hydroelectric power are often impaired.Financial losses due to floods are commonly millions of dollars each year. Drought Drought, condition of abnormally dry weather within a geographic region where some rain might usually be expected. A drought is thus quite different from a dry climate, which designates a region that is normally, or at least seasonally, dry. The term drought is applied to a period in which an unusual scarcity of rain causes a serious hydrological imbalance: Water-supply reservoirs empty, wells dry up, and crop damage ensues.The severity of the drought is gauged by the degree of moisture deficiency, its duration, and the size of the area affected. If the drought is brief, it is known as a dry spell, or partial drought. A partial drought is usually defined as more than 14 days without appreciable precipitation, whereas a drought may last for years. Droughts tend to be more severe in some areas than in others. Catastrophic droughts generally occur at latitudes of about 15 °-20 °, in areas bordering the permanently arid regions of the world.Permanent aridity is a characteristic of those areas where warm, tropical air masses, in descending to earth, become hotter and drier. When a poleward shift in the prevailing westerlies occurs , the high-pressure, anticyclonic conditions of the permanently arid regions impinge on areas that are normally subject to seasonally wet low-pressure weather and a drought ensues. A southward shift in the westerlies caused the most severe drought of the 20th century, the one that afflicted the African region called the Sahel for a dozen years, beginning in 1968.In North America, archaeological studies of Native Americans and statistics derived from long-term agricultural records show that six or seven centuries ago whole areas of the Southwest were abandoned by the indigenous agricu lturists because of repeated droughts and were never reoccupied. The statistics indicate that roughly every 22 years—with a precision of three to four years—a major drought occurs in the United States, most seriously affecting the Prairie and midwestern states.The disastrous drought of the 1930s, during which large areas of the Great Plains became known as the Dust Bowl, is one example. The effect of the drought was aggravated by overcropping, overpopulation, and lack of timely relief measures. In Africa, the Sahel drought was also aggravated by nonclimatic determinants such as overcropping, as well as by problems between nations and peoples unfriendly with one another. Although drought cannot be reliably predicted, certain precautions can be taken in drought-risk areas.These include construction of reservoirs to hold emergency water supplies, education to avoid overcropping and overgrazing, and programs to limit settlement in drought-prone areas. Volcano Volcano, moun tain or hill formed by the accumulation of materials erupted through one or more openings (called volcanic vents) in the earth's surface. The term volcano can also refer to the vents themselves. Most volcanoes have steep sides, but some can be gently sloping mountains or even flat tablelands, plateaus, or plains.The volcanoes above sea level are the best known, but the vast majority of the world's volcanoes lie beneath the sea, formed along the global oceanic ridge systems that crisscross the deep ocean floor . According to the Smithsonian Institution, 1,511 above-sea volcanoes have been active during the past 10,000 years, 539 of them erupting one or more times during written history. On average, 50 to 60 above-sea volcanoes worldwide are active in any given year; about half of these are continuations of eruptions from previous years, and the rest are new.Volcano Formation-All volcanoes are formed by the accumulation of magma (molten rock that forms below the earth's surface). Magm a can erupt through one or more volcanic vents, which can be a single opening, a cluster of openings, or a long crack, called a fissure vent. It forms deep within the earth, generally within the upper part of the mantle (one of the layers of the earth’s crust), or less commonly, within the base of the earth's crust. High temperatures and pressures are needed to form magma.The solid mantle or crustal rock must be melted under conditions typically reached at depths of 80 to 100 km (50 to 60 mi) below the earth’s surface. Once tiny droplets of magma are formed, they begin to rise because the magma is less dense than the solid rock surrounding it. The processes that cause the magma to rise are poorly understood, but it generally moves upward toward lower pressure regions, squeezing into spaces between minerals within the solid rock. As the individual magma droplets rise, they join to form ever-larger blobs and move toward the surface.The larger the rising blob of magma, th e easier it moves. Rising magma does not reach the surface in a steady manner but tends to accumulate in one or more underground storage regions, called magma reservoirs, before it erupts onto the surface. With each eruption, whether explosive or nonexplosive, the material erupted adds another layer to the growing volcano. After many eruptions, the volcanic materials pile up around the vent or vents. These piles form a topographic feature, such as a hill, mountain, plateau, or crater, that we recognize as a volcano.Most of the earth's volcanoes are formed beneath the oceans, and their locations have been documented in recent decades by mapping of the ocean floor. Volcanic Materials- 1-Lava-Lava is magma that breaks the surface and erupts from a volcano. If the magma is very fluid, it flows rapidly down the volcano’s slopes. Lava that is more sticky and less fluid moves slower. Lava flows that have a continuous, smooth, ropy, or billowy surface are called pahoehoe (pronounced pah HOH ee hoh ee) flows, while aa (pronounced ah ah) flows have a jagged surface composed of loose, irregularly shaped lava chunks.Once cooled, pahoehoe forms smooth rocks, while aa forms jagged rocks. The words pahoehoe and aa are Hawaiian terms that describe the texture of the lava. Lava may also be described in terms of its composition and the type of rock it forms. Basalt, andesite, , and rhyolite are all different kinds of rock that form from lava. Each type of rock, and the lava from which it forms, contains a different amount of the compound silicon dioxide. Basaltic lava has the least amount of silicon dioxide, andesitic and dacitic lava have medium levels of silicon dioxide, while rhyolitic lava has the most. -Tephra-Tephra, or pyroclastic material, is made of rock fragments formed by explosive shattering of sticky magma (see Pyroclastic Flow). The term pyroclastic is of Greek origin and means ‘fire-broken' (pyro, â€Å"fire†; klastos, â€Å"broken†). T ephra refers to any airborne pyroclastic material regardless of size or shape. The best-known tephra materials include pumice, cinders, and volcanic ash. These fragments are exploded when gases build up inside a volcano and produce an explosion. The pieces of magma are shot into the air during the explosion.Ash refers to fragments smaller than 2 mm (0. 08 in) in diameter. The finest ash is called volcanic dust and is made up of particles that are less than 0. 06 mm (0. 002 in) in diameter. Volcanic blocks, or bombs, are the largest fragments of tephra, more than 64 mm (2. 5 in) in diameter (baseball size or larger). Some bombs can be the size of a small car. 3-Gases-Gases, primarily in the form of steam, are released from volcanoes during eruptions. All eruptions, explosive or nonexplosive, are accompanied by the release of volcanic gas.The sudden escape of high-pressure volcanic gas from magma is the driving force for eruptions. Gases come from the magma itself or from the hot magm a coming into contact with water in the ground. Volcanic plumes can appear dark during an eruption because the gases are mixed with dark-colored materials such as tephra. Most volcanic gases predominantly consist of water vapor (steam), with carbon dioxide (CO2) and sulfur dioxide (SO2) being the next two most common compounds along with smaller amounts of chlorine and fluorine gases.Types of Volcano 1-Cinder Cones and Composite Volcanoes-Cinder cones and composite volcanoes have the familiar conelike shape that people most often associate with volcanoes. Some of these form beautifully symmetrical volcanic hills or mountains such as Paricutin Volcano in Mexico and Mount Fuji in Japan. Although both cinder cones and composite volcanoes are mostly the results of explosive eruptions, cinder cones consist exclusively of fragmental lava. This fragmental lava is erupted explosively and made up of cinders. -Shield Volcanoes-Shield volcanoes (also called volcanic shields) get their name fro m their distinctive, gently sloping mound-like shapes that resemble the fighting shields that ancient warriors carried into battle.Their shapes reflect the fact that they are constructed mainly of countless fluid basaltic lava flows that erupted nonexplosively. Such flows can easily spread great distances from the feeding volcanic vents, similar to the spreading out of hot syrup poured onto a plate. Volcanic shields may be either small or large, and the largest shield volcanoes are many times larger than the largest composite volcanoes. -Caldera-A caldera is a round or oval-shaped low-lying area that forms when the ground collapses because of explosive eruptions. An explosive eruption can explode the top off of the mountain or eject all of the magma that is inside the volcano. Either of these actions may cause the volcano to collapse. Calderas can be bigger than the largest shield volcanoes in diameter. Such volcanic features, if geologically young, are often outlined by an irregula r, steep-walled boundary (a caldera rim), which reflects the original ringlike zone, or fault, along which the ground collapse occurred.Some calderas have hills and mountains rising within them, called resurgent domes, that reflect volcanic activity after the initial collapse. 4-Volcanic Plateaus-Some of the largest volcanic features on earth do not actually look like volcanoes. Instead, they form extensive, nearly flat-topped accumulations of erupted materials. These materials form volcanic plateaus or plains covering many thousands of square kilometers. The volcanic materials can be either very fluid basaltic lava flows or far-traveled pyroclastic flows.The basaltic lava flows are called flood or plateau basalts and are erupted from many fissure vents. Volcano Hazards-Eruptions pose direct and indirect volcano hazards to people and property, both on the ground and in the air. Direct hazards are pyroclastic flows, lava flows, falling ash, and debris flows. Pyroclastic flows are mix tures of hot ash, rock fragments, and gas. They are especially deadly because of their high temperatures of 850 ° C (1600 ° F) or higher and fast speeds of 250 km/h (160 mph) or greater.Lava flows, which move much more slowly than pyroclastic flows, are rarely life threatening but can produce massive property damage and economic loss. Heavy accumulations of volcanic ash, especially if they become wet from rainfall, can collapse roofs and damage crops. Debris flows called lahars are composed of wet concretelike mixtures of volcanic debris and water from melted snow or ice or heavy rainfall. Lahars can travel quickly through valleys, destroying everything in their paths. Pyroclastic and volcanic debris flows have caused the most eruption-related deaths in the 20th century.

What Are The Goals Of Early Head Start - 1712 Words

nfant to Age Five Child Care What are the goals of Early Head Start? The goals or priorities of this is to provide safe and developmentally enriching caregiving. To support parent, mother and father, in the role as primary caregivers. The teaching of the children, and family in meeting personal goals. Being able to successfully achieve self sufficiency across a wide variety of domains. Communities being mobilized to provide proper resources and environment that is necessary. But also, to ensure the provision of high quality responsive services for the family. The idea of this topic, is to show the types of things that should be looked for when choosing a child care center. When choosing a child care center for whom it may involve it should be important to look for things like the quality of care, and the type of care and learning techniques that will be involved, while the child is there. What is Early Child Care Education? 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