Pierre-Auguste Renoir Essay examples -- Renoir Painter Biography Bio E

Pierre-Auguste Renoir Pierre-Auguste Renoir was born in 1841 to Marguerite Merlet and Là ©onard Renoir. In 1844 his family moved to Paris and by 1854, at the young age of thirteen, began painting flowers on porcelain cups and saucers. Through his parents, he began as a painter for the porcelain industry; his parents felt this was the perfect start for the beginnings of an artist. He came from the town of Limoges, where porcelain became almost a symbol of status and wealth. By 1860 he had left the porcelain factory in favor of becoming a full time painter; he was granted permission to copy paintings in the Lourve where he began to admire the eighteenth century masters. In 1862 he entered the studio of Marc-Gabriel-Charles Gleyre, a Swiss teacher who offered instruction to many upcoming artists, where he met such influences as Claude Monet and Alfred Sisley. Along with this, he began attending the Ecole des Beaux-Arts. Through this he finally developed his unique brush stroke and style that was to be his own. From there, he became part of the Impressionist Era, which gave birth to a splendid era of painting which changed art forever. This new movement began in France which was what became the cultural center of Europe, and later the world. France was an inviting place for an artist in the nineteenth century. A nation which clearly â€Å"offered the necessary conditions for an art form to flourish that was domestic scale, devoted to sensual pleasure and addressed to the private collector.† This all came about during a time when France was establishing itself as one of the cultural centers of the world. This was a peaceful era, that saw a discernible increase in industrial productivity leading to greater middle-class prosperity and freedom. Through all this, increased activity in the art world began to develop. Through a boom in collecting and dealing art, artwork became a commodity that embodied the most positive and realizable value. These factors, together with many more, helped pave the way for the â€Å"impressionist† movement that we so fondly admire today. The idiom â€Å"impressionism† was originally suggested by a critic reviewing Monet’s Impression, Sunrise (1872), who blasted the painting â€Å"as a prime example of the slapdash appearance of the canvases on view at the first Impressionist exhibition.† This radical movement, born in Paris and parts of northern... ...e match. Renoir himself said, â€Å"Why shouldn't art be pretty? There are enough unpleasant things in the world†¦Ã¢â‚¬  Bibliography Arts Council of Great Britain, , et al. Renoir : Hayward Gallery, London, 30 January-21 April 1985, Galeries nationales du Grand palais, Paris, 14 May-2 September 1985, Museum of Fine Arts, Boston, 9 October 1985-5 January 1986.. London: Art Council of Great Britain, 1985. Dumas, Ann, and Monique Noone. Impressionism: Paintings Collected by European Museums. London, England: Phaidon P Limited, 1982. Gaunt, William. Renoir. London, England: Phaidon P Limited, 1982. Gimpel, Renà ©. Journal d'un collectionneur (Diary of an Art Dealer). Paris: Marchandde Tableaux, 1963. 27. Jaukovic, Milan. Auguste Renoir paintings gallery. 1997. Alvilim. 19 Apr. 2004. Kane, D. Renoir. 1999. St. Brigid's College. 1 May 2004. Pioch, Nicolas. WebMuseum: Renoir, Pierre-Auguste. 16 July 2002. WebMuseum, Paris. 19 Apr. 2004. Thomson, Belinda. Impressionism: Origins, Practice, Recption. London, England: Thames & Hudson Ltd., 2000. WetCanvas: Virtual Museum: Individual Artist Gallery: Pierre Auguste Renoir: Painting Gallery. 1998. WebCanvas!. 29 Apr. 2004.

Coffee from Ampalaya Seeds

COFFEE FROM AMPALAYA SEEDS (Momordica Charantia) TABLE OF CONTENTS A. Background Of The Study3 B. Statement Of The Problem And Objectives Of The Study4 C. Significance Of The Study6 D. Scope And Limitations6 E. Operational Definition Of Terms7 Chapter II8 Review Of Related Literature8 Chapter III11 Methodology11 A. Research Design11 B. Type Of Study12 C. Independent And Dependent Variable12 D. Treatments Of The Study13 E. Subjects / Samples13 F. Replications Per Treatment14 G. Methodology Proper14 H. Statistical Treatment For Data Analysis17 Chapter IV18Results And Discussions18 Chapter V30 Summary, Conclusion And Recommendations30 Appendix32 Appendix A32 Appendix B34 BIBLIOGRAPHY36 References36 CHAPTER I Introduction A. Background Of The Study Coffee alternatives have been famous since the last two decades due to economic crisis and experimentations for health and medical benefits. Any seeds that are edible when powdered can be used as an alternative source for coffee. The differenc e of the generic coffee from the seeds of the coffee plant from those of the alternatives is that it has a good amount of caffeine content.The similarity you can find in the alternatives and those of the original is that seeds contain carbohydrates which cause the aroma in roasted coffee [4, 5, and 6]. Ampalaya, on the other hand, is a crawling vine that grows mostly on tropical countries like the Philippines. It is said to be rich in iron, potassium, beta-carotene and other nutrients. It is also famous in treating diabetes because of its properties like polypeptide-P; a plant insulin that can lower blood sugar levels.Many researches on agricultural food chemistry convey that it provides nutritionally significant amounts of nutrients, minerals and amino acids that are needed for life [1, 2, and 3]. Ampalaya seeds when used as an alternative coffee will act as a stimulant, an herbal drink and at the same time can increase its additional properties like source for insulin and other nu trients found on Momordica charantia. Ampalaya seeds when used as dry powders have clearly demonstrated hypoglycemic activity [3].The researchers decided to process Ampalaya seeds the same routine on how the coffee bean is processed into a drinking beverage and test its sensory qualities using sampling techniques. B. Statement Of The Problem And Objectives Of The Study Main Problem * Can Ampalaya Seeds (Momordica charantia) be made into coffee? Sub-Problems * Does the coffee out of Ampalaya (Momordica Charantia) Seeds have a good quality in terms of taste? color? odor? texture? * What are the sensory qualities of the different treatments in terms of taste? color? odor? texture? * Which of the groups/set-ups are acceptable in terms of its overall acceptability?A. Control (Pure Ampalaya Coffee) B. Control (Pure Commercial Coffee) C. Treatment A (75% Ampalaya Coffee, 25% Commercial Coffee) D. Treatment B (50% Ampalaya Coffee, 50% Commercial Coffee) E. Treatment C (25% Ampalaya Coffee, 75% Commercial Coffee) General Objectives * This study primarily aims to determine if Ampalaya Seeds (Momordica charantia) can be made into coffee. Specific Objectives * To determine the quality of coffee out of Ampalaya (Momordica charantia) Seeds in terms of taste, color, odor and texture. * To identify the sensory qualities of the different treatments in terms of taste, color, odor and texture. To determine which of the groups/set-ups are acceptable in terms of its overall acceptability. A. Control (Pure Ampalaya Coffee) B. Control (Pure Commercial Coffee) C. Treatment A (75% Ampalaya Coffee, 25% Commercial Coffee) D. Treatment B (50% Ampalaya Coffee, 50% Commercial Coffee) E. Treatment C (25% Ampalaya Coffee, 75% Commercial Coffee) C. Significance Of The Study This research can play a significant role in replacing the generic coffee’s market cost for affordability and its medical benefits for various types of diseases/sickness like diabetes and anemia.It can also conserve unused or to-be-thrown away seeds of Ampalaya and use it for a better cause. According to the study of YumikoYasui, its seeds have linoleic acid that can  prevent coloncancer. It also contains polypeptide-P;a plant insulin that helps diabetic patients. D. Scope And Limitations This research will be conducted on July–August 2012 at Paraiso Cmpd. Baybay City, Leyte. This study focuses on how to make Ampalaya (Momordica charantia) seeds into coffee. The whole fruit is not included in making the product, only the seeds are used to make coffee.The researchers are not focusing on the nutrient values that they can get in the Ampalaya (Momordica charantia) seeds nor will they include it in their research. Instead, the researchers are focusing in making coffee out of Ampalaya (Momordica charantia) seeds and in the sensory qualities (taste, color, and odor) of Ampalaya (Momordica charantia) coffeein comparison to the commercial coffee. E. Operational Definition Of Terms * Momordica charantia * scientific name of the Ampalaya or Bitter Melon * polypeptide-P * a plant insulin found only in the Ampalaya * potentiate insulin is an alternative cancer treatment using insulin to administer low-dose chemotherapy or mandelonitrite * caffeine * is a bitter, white crystalline xanthine alkaloid that acts as a stimulant drug and a reversible acetylcholihesterase inhibitor * is found in varying quantities in the seeds, leaves, and fruits of some plants, where it acts as a natural pesticide that paralyzes and kills certain insects feeding on the plants * Coffea Arabica * is a species of coffea originally indigenous to the mountains of Yemen in the Arabian * Coffea canephora is a variety of coffea which has its origin in central and western sub-Saharan Africa * Hemileia vastatrix * severe symptoms of leaf rust * is a fungus of the order uredenales that causes coffee rust, a disease that is devastating to coffee plantations Chapter II Review Of Related Literature Coffee altern atives can be a solution to the serious need for a very economical, nutritious and medicinal coffee. It is very economical in the sense that its cost would be near to costless. It is nutritious that it has additional properties, vitamins and minerals that is very essential in the body’s growth and development.It is medicinal in a way that the coffee can cure several diseases more than ordinary commercial coffees can [7]. Ampalaya seeds are a good alternative for making coffee because it has more similar properties to coffee beans like carbohydrate and its bitterness. It is also good for dysmenorrhea and amenorrhea, provides daily need of iron in the body, and is good for people with diabetes. Ampalaya powdered seeds contain iron and folic acid which helps in the production of red blood cells and formation of myoglobin and hemoglobin.It is also rich in antioxidants that helps flushing out harmful toxins in the body and regulates the blood flow well. It also has been found out that this alternative may discourage people to use commercial coffee that has no nutritional value compared to coffee made from Ampalaya seeds [3, 7, and 8]. In the study conducted by Ma. Liza Lamanilao and Venus Sejalbo, entitled â€Å"Make/Making Ampalaya Seed Coffee and Polvoron†, in which their main objective is to make coffee and polvoron from unused ampalaya seeds that are being thrown away.They also specifically aims to develop this research to answer the serious need for a very economical, nutritious and a medicinal coffee. During the experiment in making coffee, they collected ampalaya seeds, remove the shells, toasted the seeds until the seeds will turn brown and finally, pound them to produce fine powdered coffee and a caffeine free coffee. They also make nutritious polvoron by toasting again the granules together with milk and sugar. After the experiment, they have found out the nutritional value we could get in Ampalaya Seeds.It contains iron and folic acid or Vi tamin B12 which helped the production of red blood cells and formation of myoglobin and hemoglobin. They also found out that Ampalaya Seeds is good for dysmenorrheal and amenorrhea and it provides the daily need of iron in the body and good for diabetics. It has been found out that the discovery may discourage the people to use the commercial coffee that has no nutritive value compared to coffee made from ampalaya seeds. Ampalaya Seeds is also a good substitute in making coffee based on nutritive value present in seeds. (http://www. foodrecap. net/recipe/ampaya-coffee-pulvoron/)In the research entitled â€Å"Coffee, Decaffeinated Coffee and Tea Consumption in Relation to Incident Type 2 Diabetes Mellitus† which was conducted by Rachel Huxley, Dphil, et al. The study primarily aims to identify the relation between the Coffee, Decaffeinated Coffee, and Tea Consumption and the Incident of Type 2 Diabetes Mellitus. The data from 18 studies with information on 457 922 participants reported on the association between coffee consumption and diabetes. Six (N=225,516) and 7 studies (N=286,701) also reported estimates of the association between decaffeinated coffee and tea with diabetes respectively.The putative protective effects of these beverages warrant further investigation in randomized trials. There was inverse log-linear relationship between coffee consumption and subsequent risk of diabetes such that every additional cup of coffee consumed in a day was associated with a 7% reduction in the excess risk of diabetes relative risk, 0. 93 (95% confidence interval, 0. 91-0. 95) after adjustment for potential confounders. Based on the results, the researchers owe to the presence of of small study bias represented an overestimate of the true magnitude of the association.The researchers concluded that high intakes of coffee, decaffeinated coffee and tea consumption can reduce risk of diabetes. (http://archinte. jamanetwork. com/article. aspx? articleid=773949#) A ccording to Rachel Huxley, DPhil and colleagues in the Archives of Internal Medicine during December 14, 2009 they conducted a study about â€Å"Every Cup of Coffee per Day Lowers Risk of Type 2 Diabetes by 7%†. This study was conducted at the George Institute for International Health, University of Sydney, Australia. The researchers stated that there are several studies to prove that drinking coffee may lower the risk of developing type 2 Diabetes.During the study, the researchers resolved information from 18 studies on coffee and diabetes. They also analyzed another 13 studies that includes data on decaffeinated coffee, tea drinking and diabetes. When all the information, from each study was combined, they out that each additional cup of coffee drunk per day was accompanied with a 7% lower risk of diabetes. People who drunk three to four cups of coffee per day had about a 25% lower risk than those who didn’t drank two r fewer cups per day while people who drank decaf feinated coffee more than three to four cups per day had about a ne-third lower risk of having type 2 diabetes. The study shows that if tea drinkers drank more than three to four cups of tea per day had about one-fifth lower risk of diabetes. In a nutshell, the results shows that people who drank more cups of coffee, whether it’s decaffeinated or regular or tea will have a lower risk of developing type 2 diabetes. Therefore, the researchers conclude that they will advise the patients who are most at risk for diabetes mellitus should increase to consume a coffee and tea in addition to increase their levels of weight loss and physical activity. (http://diabetes. webmd. om/news/20091214/coffee-tea-may-stall-diabetes) Chapter III Methodology A. Research Design The researchers will gather unused Ampalaya seeds from clean market sites and homes. They will wash and dry it up under the heat of the sun for 2-3 sunny days. Then, they will peel off its seed coat, roast it for 25 minutes and grind it to powder form. After it is powdered, it will be brewed and distributed to different controls and treatments. Then it will be ready for sensory evaluations for different sampling techniques and rate its acceptability. Problem Can Ampalaya seeds (Momordica charantia) be made into coffee?Hypothesis Ho: There is no difference between the commercial coffee and the Ampalaya seeds made into coffee. HA: There is a significant difference between the commercial coffee and the Ampalaya seeds made into coffee. B. Type Of Study This research study is quasi-experimental which focuses in making coffee from Ampalaya seeds. C. Independent And Dependent Variable The independent variable in this study is the Ampalaya seeds (Momordica charantia) coffee and the dependent variable is the sensory qualities of coffee (taste, color, odor, and texture). D. Treatments Of The Study + Control| – Control| TreatmentA| TreatmentB| TreatmentC| Ampalaya coffee (tsp. )| 1| None| ? | ? | ? | Comm ercial coffee (tsp. )| None| 1| ? | ? | ? | Sugar (tsp. )| ? | ? | ? | ? | ? | Water (cup)| 1| 1| 1| 1| 1| Table 1- Different Treatments of Powdered Ampalaya Seeds This study has 2 treatments for control set-up (positive control – 100% Ampalaya coffee, negative control – 100% commercial coffee) and 3 treatments for the quasi-experimental set-up (TA – 75% Ampalaya coffee, 25% commercial coffee; TB – 50% Ampalaya coffee, 50% commercial coffee; TC – 25% Ampalaya coffee, 75% commercial coffee).E. Subjects / Samples This research study involves ESEP curriculum students from Grade 7 to 4th year. The researchers take only 30 respondents / samples from the whole population of ESEP curriculum. F. Replications Per Treatment There were 5 treatments in this study (positive and negative control, treatment A, B, and C) and in every treatment, there were 30 replicates. G. Methodology Proper Table 2 – Process Flow Of The Conducted Study Preparation of Ingre dients and Materials and Roasting of Seeds for 25 Minutes Heat the frying pan in preparation for the roasting of seeds.Then, prepare the bowl and the mortar and pestle. Wash the seeds until it is free from dirt and other physical elements aside from the seeds. Lastly, prepare the heater for the boiling of hot water and the 5 plastic cups. Then, roast the washed, dried seeds in the pan for 25 minutes. Then cool it off. Drying of Ampalaya Seeds and Removing of Seed Coat The researchers will prepare the seeds which were gathered on the cleaner side of the market and will not be used by the vendors. The researchers wash the seeds, put it in a plate and placed it under the heat of the sun for 2 to 3 sunny days.Then, peel of the seed coat of the seeds with bare hands. Grinding of Seeds After the seeds were cooled off, place the roasted seeds in the mortar then grind it using the pestle until all of the seeds are powdered. Treatment Distribution for Ampalaya and Commercial Coffee In each o f the grouped teacups for the five samples, each teacup is distributed based on the data in Table 1. Sensory Evaluation The researchers conducted the evaluation through sensory qualities (taste, color, odor, and texture) and its acceptability. The treatments A to E are presented to the respondents for the evaluation based on the data on Table 3.Image 1Sample Questionnaire H. Statistical Treatment For Data Analysis The researchers used Chi-square Test in order to find the significant differences between treatments. They also used the mean in order to compute the average rating of sensory qualities (taste, color, odor, and texture) in every treatment. Chapter IV Results And Discussions This research study primarily aims to determine if Ampalaya Seeds (Momordica charantia) can be made into coffee. Based on our experiment, researchers can answer their objectives. The data gathered were tabulated and evaluated as shown below.Graph 1 – Total Respondents Per Rating Of Overall accept ability For The Positive Control This graph is skewed to the left. That means that the respondents rate the pure Ampalaya coffee a little bit lowly. On the brighter side, the majority was clustered in the average part of the graph hence; it can be treated as acceptable. Rating| Sensory Qualities| | Taste| Color| Odor| Texture| 1| 1| 0| 6| 4| 2| 8| 18| 3| 14| 3| 2| 8| 12| 2| 4| 17| 4| 7| 7| 5| 12| 0| 2| 3| | 30. 33| 37. 33| 10. 33| 15. 67| Table 3 – Total Respondents Per Rating Per Sensory Quality Of The Positive ControlGraph 2 – Total Respondents Per Rating Per Sensory Quality Of The Positive Control The table and graph above shows the relationship of the number of respondents and the rating they rate based on the coffee of the positive control. The graph conveys that the curve of the taste have the best rating results and color shows a more degrading result compared to the other variables. The solution performing the Chi-square Test of the Positive Control values for each of the sensory quality can be found at Appendix A. Comparing these results, we can evaluate: With the total number of respondents, n = 30, total data groups for the rating, k = 5, ? 0. 05, and d. f. = k – 1 = 5 – 1 = 4, then the x? 0. 05= 9. 49. * Since x? taste(30. 33) ? 0. 05(9. 49), then the rating distribution for the taste is significantly different to each other. The curve of the taste variable is positively skewed in which the respondents have taken the liking to the taste of the Ampalaya coffee. * Since x? color(10. 33) ? 0. 05(9. 49), then the rating distribution for the color is significantly different to each other. The curve of the color variable is negatively skewed in which the respondents may not have taken the liking to the color of the Ampalaya coffee. Since x? odor(37. 33) ? 0. 05(9. 49), then the rating distribution for the color is significantly different to each other. The curve of the odor variable is concentrated more on the average side of the rating. Maybe the Ampalaya coffee is more of an odorless beverage because unlike the commercial coffee, it has an aroma because of carbohydrates which may be a little bit of lacking on the Ampalaya seeds. * Since x? texture(15. 67) ? 0. 05(9. 49), then the rating distribution for the texture is significantly different to each other. The curve of the texture variable is negatively skewed.Maybe the physical appearance of the ground Ampalaya coffee powder is a lot different than the commercial coffee because of the differences of the type of fruit they produce, in which the coffee is a berry fruits so its color is a lot concentrated compared to the gourd family of Ampalaya which has a larger fruit. Rating| Taste| | + Control| – Control| Ta| Tb| Tc| 1| 1| 4| 0| 2| 1| 2| 8| 7| 9| 8| 12| 3| 2| 2| 6| 5| 4| 4| 17| 7| 8| 9| 8| 5| 2| 10| 7| 6| 5| Mean| 3. 37| 3. 4| 3. 43| 3. 30| 3. 13| Table 4 – Total Respondents Per Rating Per Treatment For The Taste Graph [ 3 ] â€⠀œ Mean Rating For The Taste Per TreatmentGraph 4 – Mean Rating For The Taste Per Treatment The graph above shows that the treatment that garnered the highest rating for the taste is TA, coffee of 75% Ampalaya coffee and 25% of the commercial coffee. Though the results were quite unexpected, the nearness of the rating between the pure commercial coffee and pure Ampalaya coffee is the most focused in this study so, we can say that Ampalaya coffee can be an alternative to a commercial coffee on the basis of its taste. Rating| Color| | + Control| – Control| Ta| Tb| Tc| 1| 0| 0| 1| 1| 0| 2| 18| 7| 10| 6| 11| 3| 8| 8| 9| 12| 7| 4| 4| 13| 10| 9| 12| | 0| 2| 0| 2| 0| Mean| 2. 53| 3. 33| 2. 93| 3. 17| 3. 03| Table 5 – Total Respondents Per Rating Per Treatment For The Color Graph 4 – Mean Rating For The Color Per Treatment The graph above shows that the treatment that garnered the highest rating for the color is the negative control, 100% commercial coffee. Thoug h the results were quite expected, it means that the Ampalaya coffee can always be distinguished visually from the commercial coffee. Rating| Odor| | + Control| – Control| Ta| Tb| Tc| 1| 6| 0| 5| 6| 3| 2| 3| 1| 9| 5| 7| 3| 12| 6| 8| 10| 10| 4| 7| 15| 8| 3| 7| 5| 2| 8| 0| 6| 3| Mean| 2. 87| 4. 00| 2. 3| 2. 93| 3. 00| Table 6 – Total Respondents Per Rating Per Treatment For The Odor Graph 5 – Mean Rating For The Odor Per Treatment The graph above shows that the treatment that garnered the highest rating for the odor is the negative control, 100% commercial coffee. If the graph is analyzed, you can hypothesize that an amount of the Ampalaya coffee can greatly diminish the good aroma the commercial coffee currently has. Rating| Texture| | + Control| – Control| Ta| Tb| Tc| 1| 4| 1| 7| 2| 1| 2| 14| 3| 8| 4| 5| 3| 2| 0| 5| 7| 7| 4| 7| 12| 9| 14| 11| 5| 3| 13| 1| 3| 6| Mean| 2. 70| 4. 17| 2. 63| 3. 40| 3. 53|Table 7 – Total Respondents Per Rating Per Treat ment For The Texture Graph 6 – Mean Rating For The Texture Per Treatment The graph above shows that the treatment that garnered the highest rating for the texture is still the negative control, 100% commercial coffee. Though the results are quite expected, if the graph is analyzed, there is a really much big difference on the texture dealt on the brewing of an Ampalaya coffee and those results are not quite on the liking of the respondents, hence this data might become one of the reasons on why Ampalaya seeds might not be a good alternative of the commercial coffee.But on the other hand, it might become another beverage like a medicinal tea. Rating| Control| Quasi-experimental| | + Control| – Control| TA| TB| TC| 1| 4| 2| 6| 5| 5| 2| 12| 4| 9| 5| 6| 3| 10| 9| 9| 12| 8| 4| 3| 14| 4| 5| 10| 5| 1| 1| 2| 3| 1| Table 8-Total Respondents Per Rating Per Treatment For Overall Acceptability Graph 7- Total Respondents Per Rating Per Treatment For Overall Acceptability With all t he results obtained, expectedly, the commercial coffee achieved the highest overall acceptability among the different treatments.If the curves are trend lined, Graph 8 – Trend Lines For The Total Respondents Per Rating Per Treatment For Overall Acceptability In this graph, it is clearly shown that the positive control has the lowest slope among the treatments, hence; Ampalaya seeds may not be a good alternative for the commercial coffee on the basis of overall acceptability of the respondents. Chapter V Summary, Conclusion And Recommendations SUMMARY Coffee alternatives have been famous last two decades due to economic crisis and experimentations for health and medical benefits.Ampalaya is a crawling vine that grows mostly on tropical countries like Philippines. It is said to be rich in iron, potassium, beta-carotene and other nutrients. Any seeds that are edible when powdered can be used as an alternative source for coffee. The general objective of the study is to determine if Ampalaya (Momordica Charantia) seeds can be made into coffee. This research can play a significant role in replacing the generic coffee’s market cost to affordability and medical benefits. It can also conserve unused or to-be-thrown away seeds of Ampalaya.The researchers focus in making coffee out of Ampalaya (Momordica Charantia) seeds and in the sensory qualities (taste, color, odor and texture) of Ampalaya coffee in comparison to commercial coffee. First, the researchers gathered unused Ampalaya seeds from clean market sites and homes. They will wash and dry it up under the heat of the sun for 2-3 sunny days. Then, they will peel off its seed coat, roast it for 25 minutes and grind it to powder form. After it is powdered, it will be brewed and distributed to different controls and treatments.Then it will be ready for sensory evaluation for different sampling technique and rate its acceptability. CONCLUSION Therefore the researchers conclude that: * The overall acceptabi lity of Ampalaya coffee is slightly acceptable. * There are significant difference in every treatment in terms of taste, color, odor and texture. In taste, the positive control (Ampalaya Coffee) got the highest mean rating among the 5 treatments while in color, odor and texture the negative control (Commercial Coffee) got the highest mean rating. * In overall acceptability of groups or set-ups, the negative control is the highest among the 5 treatments.RECOMMENDATIONS If the researchers were given a chance to remake this research, the researchers should gather the Ampalaya seeds at the same plantation, same stem and at the same age. After the researchers have gathered the seed, it should be simultaneously placed it in a plate and dried under the heat of the sun for 2-3 days. The Ampalaya seeds should also be roasted together for 25 minutes. And the researchers hoped that they have a machine in grinding the Ampalaya seeds so that the Ampalaya coffee will have a tiny particle. Appendi x Appendix A Taste x2=i=0n(fo-fe)2fe x2=1-626+8-626+2-626+(17-6)26+(2-6)26 2=(-5)26+(2)26+(-4)26+(11)26+(-4)26 x2=25+4+16+121+166 x2=30. 33 Color x2=i=0n(fo-fe)2fe x2=(0-6)26+(18-6)26+(8-6)26+(4-6)26+(0-6)26 x2=(-6)26+(12)26+(2)26+(-2)26+(-6)26 x2=36+144+4+4+366 x2=37. 33 Odor x2=i=0n(fo-fe)2fe x2=(6-6)26+(3-6)26+(12-6)26+(7-6)26+(2-6)26 x2=(0)26+(-3)26+(6)26+(1)26+(-4)26 x2=0+9+36+1+166 x2=10. 33 Texture x2=i=0n(fo-fe)2fe x2=(4-6)26+(14-6)26+(2-6)26+(7-6)26+(3-6)26 x2=(4)26+(64)26+(16)26+(1)26+(9)26 x2=4+64+16+1+96 x2=15. 67 Appendix B Taste + Control X= i=0nXin X= 10130 X=3. 37 – Control X= i=0nXin X= 10230 X=3. 40 Treatment A X= i=0nXin X= 10330 X=3. 3 Treatment B X= i=0nXin X= 9930 X=3. 30 Treatment C X= i=0nXin X= 9430 X=3. 13 Color + Control X= i=0nXin X= 7630 X=2. 53 – Control X= i=0nXin X= 10030 X=3. 33 Treatment A X= i=0nXin X= 8830 X=2. 93 Treatment B X= i=0nXin X= 9530 X=3. 17 Treatment C X= i=0nXin X= 9130 X=3. 03 Odor + Control X= i=0nXin X= 8630 X=2. 87 à ¢â‚¬â€œ Control X= i=0nXin X= 12030 X=4. 00 Treatment A X= i=0nXin X= 7930 X=2. 63 Treatment B X= i=0nXin X= 8830 X=2. 93 Treatment C X= i=0nXin X= 9030 X=3. 00 Texture + Control X= i=0nXin X= 8130 X=2. 70 – Control X= i=0nXin X= 12530 X=4. 17 Treatment A X= i=0nXin X= 7930X=2. 63 Treatment B X= i=0nXin X= 10230 X=3. 40 Treatment C X= i=0nXin X= 10630 X=3. 53 BIBLIOGRAPHY * Lamanilao, Ma. Liza and Sejalbo, Venus. â€Å"Make/Making Ampalaya Seed Coffee and Polvoron†, <http://www. foodrecap. net/recipe/ampaya-coffee-pulvoron/>. * Huxley, Rachel and Dphil, et al. â€Å"Coffee, Decaffeinated Coffee and Tea Consumption in Relation to Incident Type 2 Diabetes Mellitus† <http://archinte. jamanetwork. com/article. aspx? articleid=773949#>. * Huxley, Rachel, DPhil. â€Å"Every Cup of Coffee per Day Lowers Risk of Type 2 Diabetes by 7%† <http://diabetes. webmd. om/news/20091214/coffee-tea-may-stall-diabetes>. References [1] http://www. charantia. com/about-ampalaya/ [2] http://www. livestrong. com/article/292220-properties-of-ampalaya-sticky-extract/#ixzz1zWJX6zfP [3] http://www. agribusinessweek. com/ampalaya-bitter-gourd-natural-weapon-against-disease/ [4] http://en. wikipedia. org/wiki/Coffee [5] http://en. wikipedia. org/wiki/Health_effects_of_coffee [6] http://www. blurtit. com/q709932. html [7] http://www. foodrecap. net/recipe/ampaya-coffee-pulvoron/ [8] http://diabetes. webmd. com/news/20091214/coffee-tea-may-stall-diabetes

The Ultimate Model City

We all want to live in the best city in the world. A high standard and quality of living is, after all, a very desirable thing. We have hopes and dreams and aspirations for what an ideal city should be. Magazines even routinely publish their own lists of the best cities in the world, so we can all have an idea of just what a great city should constitute. With that in mind, the following constitutes the ultimate model city. The model city is small, as larger cities have larger problems like pollution and crime. Yet it is not so small as to have nothing to offer its residents. The model city covers ten square miles or less and has a population of between 5,000 and 10,000. That makes it large enough to attract certain amenities and small enough that it maintains its â€Å"hometown† feel and charm; it is also small enough that most of the residents will have the opportunity to know each other. The model city is a direct democracy. Its citizens all have a direct say in what goes on in the town, thus giving them a true feeling of ownership of the town. The direct democracy is facilitated through regularly scheduled monthly town meetings (with an option to have extra meetings in cases or emergencies or extremely important and urgent topics). Town members can go to the meetings personally or appoint a proxy to vote in their place on issues. The town meetings are run by a town chairman, whose main function is organizing, holding, and acting as facilitator at town meetings. This chairman is elected by secret ballot by town citizens once a year to a year-long term with no term limits. Any issue that comes before the town is voted on in town meetings. For certain functions that would require too frequent voting to be practicable, the town elects every other year to terms of two years with no term limits, committee members to oversee functions such as roads and parks, etc. The town has its own Constitution. It is a document drawn up at the founding of the town and amended throughout the years by town citizens as times and needs change. It lays out the rights and responsibilities of being a citizen of the town. The town Constitution gives each citizen all of their basic freedoms found in the U. S. Constitution, plus describes the organization of their system of direct democratic government. The Constitution also guarantees non-discrimination in the town in all areas of town life. This non-discrimination policy extends to all races, genders, nationalities, and sexual orientations (and just to make sure the policy is followed, there is a committee of Equal Opportunity volunteers to look into allegations of discrimination and then report back to the town for votes on resolution). The town Constitution is displayed at the town hall for all to see. The town has all of the basic necessities one would need in a town. These necessities include a fire department, a hospital, an elementary/middle school (grades K through 8) and a high school, a water department, an ambulance, a train station and a bus station. The town also has electric and phone service, is within range for cell phone service, and has cable and high speed internet capabilities. The water and fire departments are run by volunteer committees whose terms are for two years, when they can re-volunteer or allow others to do so. There is no police department per se, but there is a volunteer citizens patrol, unarmed but with the power to make citizens' arrests, and these volunteers take shifts patrolling the streets either on foot or in their cars. These patrol volunteers have terms of one year, renewable at will. All volunteers on all committees and departments, as well as all people in elected positions, can be removed by for cause by vote of the town. The town has an extensive system of parks and open spaces where children, families, and pet-owners can go. These parks are landscaped, well-kept, and rely heavily on natural influences, meaning there are many trails, trees, and streams. Some parks have playground equipment, some have sports equipment, others do not. Each park has a theme, and attracts people who want to indulge in that theme (dog-walking, Frisbee, nature observation, etc. ). The town also has attracted several different ethnic restaurants, giving the town a variety of food from which to choose. The town has Chinese, Japanese, Indian, Vietnamese, Mexican, Ethiopian, Middle Eastern, French, Greek, Italian, and vegetarian restaurants available. There is also a thriving community theater, which actively encourages community participants in its productions, and which has its own playhouse. For those who prefer the silver screen to the stage, there is a 4-screen movie theater. There are also three dance clubs in town, a contemporary club for the young adults, a ballroom/swing club for seniors, a line-dancing/karaoke club for families, and a club just for teenagers. The town also has several thriving civic organizations, including the Lions, Kiwanis, Daughters of the American Revolution, and a Garden club, to name a few. In addition, there is always some sort of program or production going on at the elementary/middle school and high school, including sporting events with neighboring towns. There is always plenty to do and plenty to get involved with in the town. The residents do not lack for recreation. The town is very environmentally conscious. It has a curbside recycling program that picks up any sort of recyclable material and provides residents with color-coded bins for dividing recyclables. The town makes sure its water is not fluoridated and has a complex filtration system to make sure the water is pure. All wires and cables are buried rather than on poles. Steps are taken through an environmental protection committee run by a committee of volunteers of those with knowledge in the field to make sure that any unavoidable pollution, such as through sanitation systems, has the minimal possible impact on the environment. None of the businesses in town is allowed to have any toxic emissions. Firearms are not allowed to be discharged within town limits, thus eliminating the needless killing of animals and resultant disruption of the ecological balance within the town. The town, as a result, has some of the cleanest air and water in the nation and has attracted many natural and health foods stores. In the area of business and industry, most of the people who live in the town also work in it. The small area of the town has the added benefit of making it quick and easy to get to work, and carpooling and biking is encouraged through company car pool incentive programs and well-kept bike paths within the city. Most of the businesses in the town are locally owned and operated. The town places a high value on independently owned stores, and has more than once successfully voted down proposals from big chains like Wal-Mart and Target to build there. The schools in town employ many town residents, as do the restaurants and grocery stores, the movie theater, and a wide array of specialty retail shops. The town is also home to several banks, bookstores, attorneys' offices, salons/day spas, and even has a few family-run farms on the outskirts that employ some residents. The town itself is an employer of those who work on sanitation crews and recycling trucks and at the public library. There are not any big companies or corporations in the town, as that would detract from the local, small-town atmosphere and may lead to an increase in pollution and could attract undesirable companies to the town. However, the town has enough local businesses and town departments to employ nearly everyone who needs employment. The town does levy a property tax and a school tax in order to create revenue for things it needs. However, these taxes were voted on by the town members, and every five years, the taxes are re-evaluated at town meetings in order to determine if they should continue, and if so, if they should be increased, decreased, or remain the same. A town treasurer is elected every two years to handle the money from these revenues, to create a town budget that is then voted on by the townspeople for approval, and to make sure all the money goes to the appropriate places. The town treasurer is allotted two volunteers to assist him or her in his or her duties, and these volunteers are selected at the times the town treasurer elections are held. The town is also home to a chapter of the Red Cross, and many people in the town are volunteers, and have learned how to be prepared for and handle disasters. These townspeople regularly give lectures and hold classes for other townspeople pertaining to these things, including giving a regularly scheduled adult and child CPR class and organizing and holding blood drives. If a natural disaster were to occur in the town, the citizens would be prepared and know what to do. The town is not built in an area prone to earthquakes or floods, and there are no volcanoes nearby, so the chances of these disasters happening are remote. However, the chance of a violent storm, tornado, or blizzard is a possibility, and the residents are well-prepared for these events. The town also has 911 service for their local fire trucks and ambulances, and a connection at the town hall to the Federal Emergency Management System in case of larger emergencies. So far, this connection has not had to be used.

Cellular Processes Essay

When molecules move from a high to low concentration it is called moving DOWN the concentration gradient. †¨When molecules move from a low to high concentration it is called moving AGAINST the concentration gradient. †¨When the concentration of a solute is the same throughout a system, the system is at EQUILIBRIUM.†¨What kind of transport DOES NOT require energy? PASSIVEWhat kind of transport requires energy? ACTIVE†¨Which CELL PART provides the energy for active transport? MITOCHONDRIA†¨Which MOLECULE is produced by mitochondria and provides energy for transport? ATP †¨Movement of molecules FROM a region of HIGH concentration TO a region of LOW concentration = DIFFUSION †¨The movement of molecules FROM a region of HIGH concentration TO a region of LOW concentration with the HELP of carrier proteins or channels = FACILITATED DIFFUSION Membrane proteins that move molecules across membranes by attaching, changing shape, and flipping to the other side like a revolving door = CARRIER PROTEINS Membrane proteins that help molecules across membranes by providing a tunnel = PROTEIN CHANNELS†¨The movement of WATER molecules from HIGH concentration to LOW concentration across a cell membrane = OSMOSIS Stage 3 Stages 1 & 2Which kinds of transport use VESICLES to help molecules across membranes? ENDOCYTOSIS (PHAGOCYTOSIS & PINOCYTOSIS & EXOCYTOSIS Photosynthesis Chemical Reaction for photosynthesis: Water + Carbon dioxide à   Glucose + Oxygen 6H2O + 6CO2 ïÆ'   C6H12O6 + 6O2 Process by which plants and some other organisms use light energy to convert water and carbon dioxide into oxygen and high-energy carbohydrates such as sugars and starches Chloroplast- site of photosynthesis Cellular Respiration- process that releases energy by breaking down glucose and other food molecules in the presence of oxygen; Aerobic means with oxygen (O2); Anaerobic means without oxygen (O2) -Glycolysis- Means the splitting of glucose; Occurs in the cytoplasm of all cells in every organism; It does NOT require oxygen; A net of 2 ATP is made during glycolysis. -Fermentation – Anaerobic Pathway-There are 2 types of fermentation: Alcoholic Fermentation-Occurs in yeasts and bacteria, CO2 and ethyl alcohol are produced (bread dough rising); Lactic Acid Fermentation-Occurs during strenuous exercise (burning & fatigue in muscles) -Cellular Respiration Totals: Energy produced per glucose molecule; -Glycolysis = Net of 2 ATP; Kreb’s Cycle = 2 ATP; Electron Transport Chain (ETC) = 32 ATP; Total = 36 ATP per glucose molecule Mitochondria â€Å"powerhouse†- site of cellular respiration= MAKING ENERGY! Manages the process by which energy stored in food molecules is transformed into usable energy for the cell. Other cell organelles: Vacuole- stores water, waster, enzymes and other materials (like a water tower) Golgi body- sorts and packages proteins (think of UPS) Nucleus- brain/control center of the cell; instructions for making proteins Lysosome- digests worn out organelles, food particles, and engulfed bacteria & viruses (like a janitor/clean up crew) Ribosome- site of protein synthesis (think of meat-has protein in it) Cell membrane- controls what enter and leaves the cell, â€Å"semi or selectively permeable† (like a bouncer) Mitosis: produces 2 genetically identical, diploid body (somatic) cellsDiploid: full set of chromosomes Meiosis: produces 4 genetically different, haploid sex (gametes) cellsHaploid: chromosome # is half Practice Questions: Cell organelles carry out specific metabolic processes. 1. Study the statement above. Which cell organelle manages the process by which proteins are sorted and packaged to be sent where they are needed? a. ribosomesb. lysosomesc. Golgi bodiesd. vacuoles 2. Study the statement above. Which cell organelle is responsible for storing  enzymes and other materials needed by the cell? a. ribosomesb. vacuolesc. mitochondriad. lysosomes 3. Study the statement above. Which cell organelle manages the process by which proteins are assembled based on DNA instructions? a. mitochondriab. lysosomesc. ribosomesd. vacuoles 4. Study the statement above. Which cell organelle manages the process by which energy stored in food molecules is transformed into usable energy for the cell? a. lysosomesb. golgi bodiesc. mitochondriad. ribosomes 5. Study the statement above. Which cell organelle manages the process by which worn out organelles, food particles, and engulfed viruses or bacteria are digested? a. ribosomesb. lysosomesc. vacuolesd. golgi bodies 6. Which of these is not an advantage gained by organisms which reproduce sexually? a. Genetic recombination created genetic diversity within a species. b. Some percentage of organisms within a species will be likely to survive and reproduce despite harsh environmental conditions. c. Genetic diversity reduces the risk of species extinction caused by hard environmental conditions. d. Genetic diversity weakens a species’ overall ability to survive harsh environmental conditions. 7. A fertilized egg created through sexual reproduction- a. has a combination of genetic material that is unique in the species b. is genetically identical to other eggs of the same parents c. is genetically identical to the parents d. contains genetic material from only one parent 8. Organisms reproduce asexually in a variety of ways. A bacterium reproduces by making a copy of its chromosome, growing larger, then dividing into two separate, genetically identical cells. This process is called- a. regenerationb. binary fissionc. vegetative reproductiond. budding 9. Which of the following statements about sexual reproduction is false? a. Organisms that reproduce sexually produce sex cells called gametes. b. Fertilization is part of the sexual reproduction process. c. In sexual reproduction, a single parent produces identical offspring. d. A zygote is produced through sexual reproduction. 10. Study the chemical reactions below. Photosynthesis: Cellular respiration: Plants produce more oxygen during photosynthesis than they use in cellular respiration. What happens to the excess oxygen produced during photosynthesis? a. It is used as an energy source by plant cells. b. It is released into the air and is used by other organisms for respiration. c. It is converted into heat energy. d. It is a waste product which is never reused. 11. Which of these is inhaled by animals, then used in respiration? a. carbonb. oxygenc. nitrogend. water 12. One of the products of photosynthesis is glucose (C6H12O6). Which of the following statements about the production and use of this molecule is false? a. Plants use the energy from glucose to convert nutrients to body tissues and grow larger. b. Glucose that is not immediately used by the plant is stored for later use. c. Plants use the energy from glucose to manufacture a variety of plant products. d. Glucose that is not immediately used by the plant is lost as waste material. 13. Tigers, goldfish, peacocks, and humans all reproduce sexually. Which statement is true about sexual reproduction? a. It is not a factor scientists use to define different species. b. It involves the joining of an egg and sperm into one cell. c. The offspring are genetically the same as their parents. d. Sexual reproduction can only take place by internal fertilization. 14. Jackson is growing a bean plant in a pot. One day Jackson notices that the plant is wilting. He waters the bean plant and within a few minutes the plant begins to perk up. This is because the plant has taken up water by osmosis. At what structural level does osmosis occur? a. organs b. tissues c. cells d. organ systems Organisms as different as bacteria, mushrooms, algae, oak trees, and human beings are all made of cells. 15. Read the information above. Which statement is true for all cells? a. All cells have the same shape. b. All cells need energy to survive. c. All cells are surrounded by a rigid wall. d. All cells belong to organ systems. Michelle is looking through a microscope at a cell from an onion root. She sees a cell that is in the process of dividing to make a new cell. This is what Michelle sees: 16. Study the diagram and the description above. If Michelle were able to find an onion cell that had completed division, what products of cell division would she see? a. four different cellsb. only one cellc. two identical cellsd. four identical cells 17. Study the diagram and the statement above. Michelle is observing cell division in an onion cell, but this type of cell division also occurs in the human body. Which statement is not true about this type of cell division in humans? a. This type of cell division is humans produces sex cells as well as body cells. b. This type of cell division in humans occurs while bones are forming during development. c. This type of cell division in humans can be affected by viruses. d. This type of cell division in humans is necessary to heal cuts and wounds 18. Study the diagram and the description above. What is the name for the process Michelle is observing? a. mutationb. meiosisc. mitosisd. metamorphosis 19. Study the diagram and the information above. Which of these statements about cell division is true? a. A newly formed daughter cell has less DNA than its parent cell. b. Cells divide at random times. c. New cells formed by cell division can replace dying cells in an organism. d. The phases of cell division can occur in any order. 20. A special type of cell division, called meiosis, is used to form sex cells or gametes. Which statement is true above this type of cell division? a. The products of meiosis are two identical cells. b. DNA is not copied at all during meiosis. c. The new cells have half the DNA of the parent cell. d. Meiosis is complete after only one round of cell division. 21. A person with swollen gums rinses his mouth with warm salt water, and the swelling decreases. Which has occurred? a. The swollen gums have absorbed the saltwater solution. b. The saltwater solution lowers the temperature of the water in the gums. c. The salt in the solution has moved against the concentration gradient. d. The water in the gums has moved from a high to a low concentration of water. 22. What advantage do sexually reproducing organisms have over asexually reproducing organisms? a. genetic variationb. genetic stabilityc. increased fertilization rated. increased reproductive rate 23. What is the most likely function of a group of cells that contain a high number of chloroplasts? a. respirationb. transpirationc. fermentationd. photosynthesis 24. In humans, glucose is kept in balance in the bloodstream by insulin. Which concept does this best illustrate? a. adaptationb. homeostasisc. metabolismd. organization 25. In which way are photosynthesis and cellular respiration different? a. Cellular respiration stores ATP, while photosynthesis releases ATP. b. Cellular respiration produces oxygen, while photosynthesis uses oxygen. c. Photosynthesis releases energy, while cellular respiration stores energy. d. Photosynthesis uses carbon dioxide, while cellular respiration produces carbon dioxide. 26. Which statement best distinguishes aerobic from anaerobic respiration? a. Only aerobic respiration involves fermentation. b. Only anaerobic respiration occurs in the mitochondria. c. Only aerobic respiration requires oxygen. d. Only anaerobic respiration produces carbon dioxide. 27. Which most accurately describes the difference in ATP production between aerobic respiration and anaerobic respiration? a. Aerobic respiration produces more ATP than anaerobic respiration. b. Anaerobic respiration produces more ATP than aerobic respiration. c. Only anaerobic respiration produces measurable amounts of ATP. d. Anaerobic and aerobic respiration produce the same amount of ATP. 28. A human skin cell contains 46 chromosomes. How many chromosomes are present in a human sperm cell? a. 23b. 46c. 92d. 138 29. What is homeostasis? a. the ability of an organism to maintain a relatively stable internal environment b. the production of a hormone by an endocrine gland that works on another endocrine gland c. a series of events that monitor how hormones work in the body d. a process in which a change in the environment causes a response that returns conditions to their original status 30. If the body stopped producing new Beta cells, what would the expected outcome be? The pancreas would no longer release glucagon High blood glucose levels would continue to become normal Insulin would no longer be released Alpha cells would become beta cells 31. You just ran a marathon (26.2 miles) and your body is trying to reach homeostasis. Which of the following statements is true? Your blood vessels will constrict to conserve heat Your blood vessels will dilate to release body heat Your body’s control center will shut down Your brain will tell your body not to sweat

Advertising Ethics: a Contextual Response Based on Classical Ethical Theory

Advertising Ethics: A Contextual Response Based on Classical Ethical Theory Cornelius B. Pratt E. LincolnJames ABSTRACT. F. P. Bishop argues that the ethical standard for advertising practitioners nmst be utilitarian. Indeed, the utilitarian theory of ethics in decision-making has traditionally been the preference of U. S. advertisingpractitioners. This article, therefore, argues that the U. S. advertising industry's de-emphasisof ;ontological ethics is a reason for its continuing struggle with unfavorable public perceptions of its ethics – and credibility.The perceptions of four scenarios on advertisingethics and the analyses of the openended responses of 174 members of the American Advertising Federation to those scenarios suggest that advertising practitioners need a stricter adherence to deontological ethics than is indicated in this study. Advertising, a traditionally high-profile management function since World War II, perpetuates a paradox. On the one hand, it is common ly touted by business and the academy as a major economic, social and competitive force in post-world war economies. On the other hand, it is, invariably, a bull's-eye for public wrath.Cowton (1992), Crisp (1987), and Litttechild (1982), for example, present evidence on consumer suspicion and antipathy toward and investor concerns about advertising Cornelius B. Pratt is Associate Professor in the Department of Advertising, at Michigan State University. His research has been published in suchjournals as the Journal of Media Planning, Journal of Business Ethics, Public Relations Review, Public RelationsJournal, Public Relations Quarterly, and Journalism Quarterly. E. LincolnJames is Associate Professorand Assistant Chairperson in tke Department of Advertising at Michigan State University.His work has appeared in several scholarlyjournals, including the International Journal of Advertising,Journal of Advertising, Journal of Direct Marketing, Journal of Media Planning, and Weberforschun g und Praxis. ethics. Such antipathy and concerns have a considerable history, having begun earlier in this century (Rogers, 1990). Since a national meeting of the Advertising Federation of America in March 1942, during which it created a 39-point code of ethics for advertising during World War II (The New York Times, 1942), U. S. ublics and regulatory agencies and businesses worldwide have had a consuming interest in ethics. In his widely acclaimed book,The Ethics of Advertising, Bishop (t949) argues that the ethicai standards of advertising should â€Å"meet the practical requirements of society at a given stage of development† (p. 88). Thus he suggests utilitarian, relativistic, not rigid, standards of ethics for the ad industry. In Nevett's (1985) rebuttal to Bishop's (1949) argument, he concluded: â€Å"The ethical case for advertising stands in need of rigorous re-examination† (p. 04). The industry is not oblivious to such a need; existing programs are being reva mped and others are being developed to respond to ethical issues. Indeed, selfregulation for socially responsible conduct has become an attractive option of industry associations as advertising practitioners report that their activities conform to the principles of business conduct, adopted March 2, 1984, by the Board of Directors of the American Advertising Federation (,~a~F)(Chonko et al. , 1987).This article re-examines advertising ethics and argues that the perfunctory adherence of the advertising industry to deontotogical ethics results in a public perception of the industry as more susceptible, on the average, to ethical dilemmas than are most other management functions. So pervasive is this perception that Bergerson (1991-1992), chairman of the Self-Regulation Committee of the AAF, criticized industry efforts that were largely directed at treating the symptoms of the problem rather than Journal of Business Ethics 13: 455–468, 1994.  © 1994 KluwerAcademic Publishers.P rinted in the Netherlands. 456 C. B. Pratt and E. L. James Greyser and Reece's (1971) update of the 1962 HBR study (Greyser, 1962) indicated that while business leaders had a continuing strong respect for the economic role of advertising, advertising standards had slipped in some areas from standards reported in 1962; and, advertising content, particularly its perceived truthfulness, drew major criticisms. More recent research underscores a rising tide of questionable practices and ethical problems among advertising practitioners (Carson et al. 1985; Hunt and Chonko, 1987; Nevett, 1985; Ossip, 1985; Rotzoll and Christians, 1980; Haefner, 1991).Consequently, Bergerson (1991–1992), for example, observes cynicism and indifference among the public toward advertising: â€Å"If the legislators, regulators and the public perceived advertisers to be more committed to legal and high ethical standards, their level of trust wilt rise and their level of unwelcome attention will fallâ₠¬  (p. 22). the problem itself. â€Å"Everyone in the industry should be interested in being a part of the solution,† Bergerson (1991-1992) wrote. The solution is to restore and maintain advertising's credibility† (p. 22). Purposes of study The purposes of this study are twofold. First, it examines AAF members' perceptions of four scenarios on advertising ethics, and analyzes their reasons for perceiving such scenarios as they did. Because members of the AAF — the largest association of advertising practitioners in the United States – operate in the trenches of the U. S. advertising industry, their perceptions could be typical of those in the industry.Based on their comments, the present study argues that deontological ethics be applied more readily to decision-making than is currently the case. Second, this study links practitioners' perceptions to ethical theories. Such a linkage is important because â€Å"(ethical) theories are like windows onto the w orld of moral reasoning. They are meant to provide vantage points from which important ethical decisions can be considered† (Lambeth, 1986, p. 25). The results of this study are, therefore, presented within the specific framework of classical theory: deontology.Theoretical framework: The classical ethical theory ofdeontology Advertising practitioners continually explore ethical systems that will guide their decision-making processes. Lambeth (1986) observes that such a â€Å"system of ethics cannot ignore the classical approaches of deontology and teleology, or the variants of them† (p. 28), and identifies the characteristics of such a system: A system of ethics must be flexible,but not so flexibleas to be a mere rationalization for the personal preferences of those who invoke it.In short, a systemmust have bite and give direction. Its precepts should offer continuity and stability, though not necessarilyinvariant outcomes. Rationale for study The growing literature on the morality of business practices indicates that, aside from greater semitivities to the environment and greater emphasis on a number of socially responsible actions, businesses, for the most part, still face ethical issues that were prevalent in the 1960s. The advertising profession, as business, is no less immune to the unsavory public perceptions of business ethics in general.Almost 30 years ago, while a Harvard Business Review (HBR ) survey of business leaders indicated great respect for and an improvement in the standards of advertising during 10 previous years, there was a greater tendency on the part of the leaders to think that a code of ethical pracnces was more desirable for advertising than it was for their own industries (Greyser, 1962). (p. 28) Kantian ethics, a time-honored classical ethical theory, provides the framework for discussing the implications of self-reported ethics for the advertising industry.Deontology is a duty-based, nonconsequentialist theory of ethic s that asserts that certain, human actions are inherently† right or wrong. (Eighteenth-century German philosopher Immanuel Kant (1724–1804) provided much of the moral reasoning for pure deontology. ) The emphasis is on the doer's actions. For example, it is always wrong to steal, lie or break a promise; it is one's moral duty to Advertising and ClassicalEtflical Theory tell the truth and to keep one's promises – regardless of the consequences.Universalizing an action is one criterion offered by Kant for determining the ethics of a decision or action. Does the decision, action, or advertising message treat people as ends or as means toward an end? Kantian ethics requires that the doer respect the rights, status and dignity of the people with whom she or he interacts. Deontology has a unique appeal to and major implications for the ethics of advertising practitioners. Consequently, the continuing search for clear-cut do's and don'ts is a major focus of a number of advertising departments, agencies, and associations.One worldwide approach to such a search is the adoption of an ethics code whose imperatives, with a deontological bent, require, for example, that â€Å"we will not knowingly create advertisement that contains false or misleading statement or exaggerations, visual or verbal† (American Association, 1990). Such self-regulation by codes of ethics is, therefore, one far-reaching measure the advertising industry has taken to address the everyday ethical questions that it confronts. Such a strategy contradicts Ekehind and Saurman's (1988) argument that such codes may not improve the professionalism of the practice.The rationale for such codes, argue advertising practitioners, is that the industry can distinguish right fi'om wrong. Beyond that, such self-regulation has the advantage of addressing headon some of the unfavorable public perceptions of advertising. The eight-item Advertising Principles of American Business, adopted Mar ch 2, 1984, by the American Advertising Federation Board of Directors, is replete with non-conditional, unequivocal â€Å"shalls† and â€Å"shall nots,† again, indicative of deontological requirements or proscriptions.Similarly, the Standards of Practice of the American Association of Advertising Agencies uses â€Å"musts† and â€Å"will nots† to disapprove unethical conduct among practitioners. These principles and standards satisfy both the principle of unity† and Kant's categorical imperative and reject the notion of situational ethics (Briggs and Bernal, 1992). Thus, theoretically, the advertising practice embraces non-conditional ethical requirements. A number of professional associations that seek self-regulation of advertising in the United States have adopted a number of codes of conduct to 57 which practitioners are expected to adhere, emphasizing, in essence, the importance of deontological ethics. Research questions This study poses three research questions: a What are AAF members' overall perceptions of advertising ethics as oudined in four scenarios on ethics? [] Do such perceptions vary significantly by the type of ethical issue confronted? a What are the implications of the classical theory† of deontology for the self-reported ethics of the sample practitioners?Method Questionnaire development A three-part questionnaire that had six statements on each of four potentially troublesome scenarios on moral issues was designed and pretested for clarity† and face validity on 20 respondents randomty selected from the relevant population. Responses to six statements on eachscenario were anchored on a four-point scale: 1 for â€Å"definitely yes,† 4 for â€Å"definitely no. † Respondents were requested 😠® comment briefly on their responses to the scenarios.The scenarios were developed by reviewing the standards of practice developed by three advertising associations: the 55,000-member AAF, the largest association of advertising professionals whose code of ethics was established in 1965; the American Association of Advertising Agencies, whose code was first adopted in 1924; and the National Advertising Division/ National Advertising Review Board, whose ethics code was created in 1971. The reviews identified issues of greatest ethical concern to the advertising industry.Additionally, the research literature on ethics in marketing and advertising was also examined for insights on formulating the scenarios. Hunt and Chonko (1987), for example, in extending an earlier study by Rotzoll and Christians (1980), identified six 458 C. B. Pratt and E. L. James Data collection major ethical problems from the responses of 269 advertising executives to an open-ended question: â€Å"Would you please briefly describe the aspect of advertising that poses the most difficult ethical or moral problem confronting you in your daily work? † (p. 19).Also, Wood et al. (1988) used 16 vig nettes to examine the ethics of business students and business professionals. Similarly, Bellizzi and Hite (1989), DeConinck and Good (1989), Dubinsky et al. (1991), Fraedrich and Ferrell (1992), and Mason et al. (1990) used scenarios, vignettes and statements to assess respondents' perceptions of ethics. Such hypothetical, ethics-related scenarios provide insights into business ethics, and have been found useful in replicating real-world situations for the purpose of evaluating moral conduct (DeConinck and Good, 1989; Dubinsky et al. 1991; Madden, 1989; Hegarty and Sims, 1979). A single-wave mail survey was used to collect data from the practitioner sample from the fall of 1991 through the winter of 1992. To encourage candid practitioner responses and to obtain an optimal response rate, a hand-typed, individually addressed covering letter, in which respondent's anonymity was assured, accompanied each questionnaire. A business-reply envelope was in each piece of mail. Respondents we re requested not to write any identifying information on the questionnaire. Results [email  protected]'le on respondents SamplingA systematic random sampling procedure was used to select names of AAF clubs and federations from the 1991 roster of the AAF. Following the receipt of notification that club participation in the survey had been approved, we mailed 2,010 copies of the questionnaire to executive directors or secretaries of clubs. Copies were distributed during general meetings of the clubs. Four hundred eighty-one of the 2,010 copies were returned in a single-wave mailing, yielding a 23. 9% response rate. Only 460 (22. 9%)were usable. This low response rate is consistent with those of similar studies (Akaah, 1990; Chonko et aI. 1987; Fritzsche and Becket, 1984; Greyser and Reece, 1971; Hunt et al. , 1984; Myers et al. , 1980; Randall and Gibson, 1990), which reported response rates between 17% and 31%. One hundred seventy-four respondents provided reasons for their respons es to all four scenarios, for an item-response rate of 37. 8%. Because one purpose of this study is to analyze respondents' reasons for their philosophical perceptions, the analyses of responses focus on those respondents who provided such comments. Table I presents a seven-item profile on the 174 respondents. The gender split was almost equal.About 4% of the respondents were 25 years or younger, 29% were between 26 and 34 years old and 34% between 35 and 43 years old. Eight percent and 5. 7% were in the 53-years-to-61-years and the 62years-or-older categories, respectively. Respondents represented each of 25 states in the United States. However, four states – California, Colorado, Illinois, Michigan – each had 10 or more open-ended responses. California, with 44 returns, had the most responses. More than one-half of the respondents had between one and 10 years of full-6me advertising experience, 26% between 11 and 20 years' experience, and 11% between 21 and 30 years' experience.About 1%had more than 40 years' experience. With regard to respondents' institutional affiliations, about 44% worked in an advertising agency or department, 17% in companies or corporations, 3. 4% in nonprofit organizations, and 32% in other organizations. About 35% of the respondents indicated that they were in top-management positions, for example, as owners, presidents, executive vice presidents, vice presidents, and directors. Twenty-six percent were categorized in upper-middle management positions: division heads, supervisors, managers.About 40% were categorized in lower-middle management positions, for example, as account executives, while 3%were categorized as non-management personnel. Advertising and Classical EtkicaI Theory TABLE I A demographic profile on respondents (N = 174), in percentages Gender Female Male States with 10 or more responses California Colorado Illinois Michigan 25. 3 6. 9 5. 7 10. 9 50. 6% 49. 4 459 While 24% of the respondents did not super vise any employees, a majority held supervisory positions. About 63% supervised between one and 10 eraployees, 7% between l l and 20, and about 3% more than 21 employees.Respondents' evaluation of and conmaents o n scenarios Scenario No. h (Giving gifts to a potential client) This scenario focused on a female ad person who gave gifts to a potential client with the intent of receiving assistance from the client in obtaining the latter's account. Slightly more than one-half of the respondents said that the ad person was wrong, t7% reported that she should be fired, 40% would do just what she did, while 56% said that most ad execs would do as she did. About 83% said their firms should address the situation formally in a policy.In this scenario, gift-giving perse was not an issue; however, the intent of that practice is important because one study (Hire and Beltizzi, 1987) indicated that gifts tend to obligate a client to a firm. Some respondents in the present study considered it a bri be. One, for example, wrote: â€Å"Any company I managed had a written policy on such matters. Mary would have been reprimanded orally and in writing. A copy would be placed in personnel file. This would contain a ‘warning. ‘ Next time, fired. † Another: â€Å"If it was an overt bribe it was wrong. If it was really a gift then no problem. A respondent who was blunt about the wrongness of the conduct defended its widespread occurrence in the industry: â€Å"What Mary did was wrong, but it is common practice in a more subtle way. † Perhaps reflecting the percentage of respondents who said that most ad executives would do what the ad person did, a number of respondents pointed out that the situation â€Å"happens quite frequently,† that it is â€Å"common practice,† that â€Å"‘gifts' is a highly ambiguous term,† that it is â€Å"standard in the industry,† that most account executives â€Å"routinely give away whatever they can to get business,† and that â€Å"romancing the client is part of business. Therefore, they think that nor much is wrong with it. In fact, most argued that it depended on the nature of the gift. Age 25 or younger 26–34 35–43 44–52 53–61 62 or older Years in full-time advertising 0 1-10 11-20 21-30 31-40 More than 40 years Work Setting Advertising agency/department Public relations agency/department Non-profit organization Company/corporation Other Management position Top management Upper-middle management Lower-middle management Number of employeessupervised 0 1-10 11-20 21-30 31-40 41-50 5t or higher 24. 1 62. 7 6. 9 2. 9 1. 7 1. 1 0. 6 34. 5 25. 8 39. 7 43. 7% 3. 4 3. 4 17. 2 32. 2 6. 52. 3 25. 9 10. 9 2. 9 1. 1 4. 0 29. 3 33. 9 19. 0 8. 0 5. 7 460 C. B. Pratt and E. L. James TABLE lI Responses to statements on ethics scenarios % yesa Mean u SD Statements on Scenario No. 1 (Giving gifts to a potential client) 1. What Mary- did was wrong. 2. Ma ry should be fired. 3. I would do just what Mary did. 4. Most ad execs would do just what Mary† did. 5. My firm/dept, has a policy, either written or oral, that addresses this situation or practice. 6. Regardless of mr† response to No. 5, it is a good idea for my firm/dept, to have a policy, either written or oral, that addresses the situation or practice.Statements on Scenario No. 2 (Lying about an update on an account) 1. What John did was wrong. 2. John should be fired. 3. I would do just what John did. 4. Most ad execs would do just what John did. 5. My firm/dept, has a policy-, either written or oral, that addresses this situation or practice. 6. Regardless of my response to No. 5, it is a good idea for my finrddept, to have a policy, either written or oral, that addresses the situation or practice. Statements on Scenario No. 3 (Seeking confidential information) 1. What Pete did was wrong. 2. Pete should be fired. 3. I would dojffst what Pete did. . Most ad execs wo uld do just what Pete did. 5. My firm/dept, has a policy, either written or oral, that addresses this situation or practice. 6. Regardless of my response to No. 5, it is a good idea for my firm/dept, to have a policy, either written or oral, that addresses the situation or practice. 63 18 40 47 22 2. 16 3. 35 2. 01 2. 43 3. 28 1. 14 0. 852 0. 961 0. 856 0. 917 59 18 57 78 24 2. 29 3. 43 2. 48 3. 00 3. 23 1. 05 55 17 40 56 31 2. 36 3. 40 2. 01 2. 62 2. 99 1. 18 0. 811 0. 982 0. 939 1. 15 83 1. 68 0. 918 0. 807 1. 03 0. 825 1,05 72 2. 04 1. 05 67 2. 12 1. 01Advertising and Classical Ethical Theoly Table)8 (Continued) %yes ~ Statements on Scenario No. 4 (Using outdated data) Mean b 46 t SD What Sally did was wrong. Sallyshould be fired. I would do just what Sally did. Most ad execs would dojust what Sally did. My firm/dept, has a policy, either written or oral, that addresses this situation or practice. 6. Regardless of my response to No. 5, it is a good idea for my firm/dept, to have a policy, either writtm. ~or oral, that addresses the situation or practice. I. 2. 3. 4. 5. 82 46 11 36 41 t . 62 2. 68 1. 51 2. 26 2. 84 0. 993 1. 07 0. 742 0. 9 t0 1. 12 81 1. 77 0. 39 a Percent responding â€Å"definitely yes† or â€Å"maybe yes. † b On a four-point scale, with 1 = â€Å"definitely yes† and 4 = â€Å"definitely no. † A lower mean score indicates a stronger agreement with a statement. Another, perhaps thinking situationally, asked: â€Å"Is it a pen, a ticket to a concert, or an automobile? † A president of an ad agency said: â€Å"Often, in this business, I encounter prospective clients that have been ‘wined and dined' by their previous agency. Some expert preferential treatment. The prospects that find this offensive and rely mostly on our agency's ethics, expertise and integrity are those we desire.This philosophy has lost us business, slowed our growth . . . . Business ethics unfortunately in the ad business is perceiv ed next to snake oil salesmen! † was wrong substantiated their positions with the following reasons: â€Å"There definitely are times when one must prioritize his/her workload . . . One should not lie to the client but instead talk openly about a schedule of completion and possibly see ifa delay would be acceptable. † D,- â€Å"Schedules for each project~client are developed on approval of estimates. All work is to be done per that schedule, regardless of dollars involved. â€Å"A company should try to meet a ctienCs deadlines no matter the size o f the account. † O n the other hand, some of those who felt nothing wrong had occurred said: ‘[john did tell the t r u t h . . . For John to tell the whole truth is simply suicidal. Agencies are always juggling workloads. † m,- â€Å"What John said was not a definite lie. As long as you do not directly tie about a scenario, don't worry. † m,- ‘[John did what most people would do, then work a li ttle harder to get the other work OUt. † &enario No. 2: (Lying about an update on an account)This scenario was on the failure o f an ad agency staffer to tell a client the truth about the status o f the client's account, which had been set aside temporarily in preference for a newer, higher-hilling account. Fifty-nine percent said that the ad agency staffer was wrong, 18% said that he should be fired, 57% reported that they would do just what he did, while 78% said that most ad execs would do what the staff did. About 72% said their agencies should address the situation in a policy. Some of those who argued that the agency staff â€Å"I see no reason to forfeit future business and, 462 C. B. Pratt and E. L. James herefore, would use whatever means necessary to maintain the relationship. † did. Eighty-one percent said that their agencies should address situation in a policy. Respondents were clearly angered by the ad executive's action. A respondent said: â€Å"This con duct is indefensible. The client paid for both the campaign and the research (I assume) and is entitled to their results. † â€Å"There should be truth in advertising and in all of life's encounters, business or personal. † Another: â€Å"Sally practiced deception in not using those current poll results. The client is bound to find out what sort of results the corporate image has, eventually. Yet another: â€Å"Bad judgment to cover up facts. Corrective measures to improve numbers in future campaigns should be provided to client. † Some arguments made in behalf of the ad executive: †¢ â€Å"They [the numbers] can be used as indicators, but not absolutes. How many people do you know that have participated in TV Nielsen rating surveys and how many programs have the networks cut or kept that you disagree with? † â€Å"What Sally did was not necessarily wrong or right, given the question. Possibly the campaign required more impact, time, etc. Too many v ariables in this situation to judge ethics. † â€Å"Numbers are arbitrary and research is imperfect.One set of ‘bad' numbers is, therefore, inconclusive. † &enario No. 3: (Seeking confidential information) During a social meeting, one ad account executive craftily encouraged another obviously inebriated ad executive who handled the account for a competing brand to divulge confidential business information. Sixty-three percent said that the ad account executive was wrong. Eighteen percent said that he should be fired, and 40% that they would do just what he did, while 47% said that most ad execs would do what the executive did. Sixty-seven percent said the ad agency should address the situation through policy-making.Among all four scenarios, scenario No. 3 had the second-highest disapproval rate among respondents. One respondent made a blunt, succinct comment: â€Å"A definite breach of professional ethics. † Another: â€Å"This is unacceptable as well as u nethical behavior. Once the account exec had identified himself, Pete should have identified himself as well. Pete should be reprimanded for his actions, maybe even fired if it appears as if this same scenario would continue in the future. † Another: â€Å"It was wrong not to identify himself. † Yet another: â€Å"Pete's taking advantage of his ‘counterpart' was opportunistic and immoral. A respondent who saw nothing devious here argued: â€Å"It is a very competitive market. Taking advantage of the competition's weakness or stupidity is a must. † Another argument: â€Å"Corporate espionage is no more or less right or wrong than is political espionage. † †¢ †¢ Comparison of means Scenario No. 4: (Using outdated data) In an agency's report to a client, a female ad executive used outdated data that were favorable to both her ad agency and client, while ignoring new, unfavorable information. Eighty-two percent – the highest among all s cenarios for statement No. – said that the female ad executive was wrong, 46% said that she should be fired, 11% that they would do just what she did, while 36% said that most ad execs would do what she Two analytical procedures were used to compute and compare responses to all four scenarios. First, the percentage response to each statement was computed for comparison of the directions of response patterns. Second, item-by-item statistical differences between 36 possible pairs of responses across all four scenarios were determined. Schefft's (1953) multiplecomparisons were used to determine such differences (Table III).Twenty-five of those 36 pairs and four of the six variable pairs of grand means were significantly different (p ;lt; 0. 05, at least) from each other, indicating respondents' differentiation of their evaluation of the scenarios. Thus, this result indicates Advertising and Classical Ethical Theory TABLE III Comparison of means, grand means (and standard deviati ons') for four scenarios on advertising ethics Scenario One 2. 3; (1. 18) 3. [email  protected] (0. 811) 2. 0P (0. 982) 2. 62~ (0. 939) 2. 99~ Scenario Two 2. 29~ (1. 05) 3. 4Y (0. 807) 2. 48b (1. 03) 3. 00b (0. 825) 3. 23b Scenario Three 2. 1; (1. 14) 3. 35~ (0. 852) 2. 0P (0. 61) 2. 43~ (0. 856) 3. 28b 463 Statement 1. What X did was wrong. 2. X should be fired. 3. I would do just what X did. 4. Most ad execs would do just what X did. 5. My firm/dept, has a policy, either written or oral, on situation or practice. 6. Regardless of my response to No. 5, it is a good idea for my firm/dept, to have a policy, either written or oral, on situation or practice. Grand Mean Scenario Four 1. 62b (0. 993) 2. 68b (1. 07) 1. 5V (0. 742) 2. 26d (0. 910) 2. 84~ (t. I 5) (1. 05) (0. 9! 7) (1. 12) 1. 68~ (0. 918) 2,63~ (0. 406) 2. 04b (1. 05) 2. 58~,b (0. 362) 2. 12b (1. 01) 2. 74c (0. 378) 1. 77~ (0. 39) 2. 52b (0. 401) ~,b. ~ Means with different superscripts on the same row are significantlyà ¢â‚¬  different, by ScheffS's repeated-measures design. Note: Means are on a four-point scale, with 1 for â€Å"definitely yes† and 4 for â€Å"definitely no. † Statements 3 and 4 were reverse-coded as t for â€Å"definitely no† and 4 for â€Å"definitely yes. † A lower mean score, therefore, indicated higher self-reported ethical standards. that the sample practidoners' perceptions of ethics vary significantly by the type o f ethical issue confronted, suggesting perceived differences in the intensity of the application of deontology to the scenarios.Fritzsche (1988) and Fritzsche and Becker (1984) reported similar differences across vignettes, and concluded that marketing managers practiced situational ethics. For three of the four scenarios, respondents tended to agree with the statement that the advertising staff involved in the conduct identified in each of the scenarios took the wrong action. However, they tended not to agree that the staff should b e fired. It was only in scenario No. 4 (using outdated data) that members tended to perceive the conduct as wrong; even so, the mean response to the statement that the staff â€Å"should be fired† was 2. 8, which was significantly different (p < 0. 001) from re- spondents' positions on the firing of the three other practitioners in the other three scenarios. Contextual response An overall evaluation of the respondents' evaluation of the wrongness or rightness of a conduct – the essence of Kantian ethics – indicates that the sample AAF members leave little doubt about their positions on the scenarios outlined in the questionnaire. However, when the evaluations of the statements, taken together, are considered within the context o f classical ethical theory, the members' ethics leaves much to be desired.Four questionnaire statements (items 1, 2, 3 and 6 of Tables II and III) were used as direct measures of deontology: â€Å"was wrong,† â€Å"should be f ired,† â€Å"I would 464 C. B. Pratt and E. L. James do,† and â€Å"regardless of my response. † It must be noted here that, even though deontology does not address explicitly the severity of the punishment for an ethical infraction, the theory is not neutral on punishment. Justice is one of the moral values that deontology considers – even though not always explicitly. In mixed-rule and mixed-act deontology, the consequences of one's actions are considered.In essence, there is a built-in role for consequences. This was why Kant, admittedly vague in some areas, invented moral rules in the first place. Responses to the four deontology-related statements provide four indications of the extent of practitioners' adherence to Kantian ethics. First, the respective percentages (28. 7%, 28%, 40% and 65%) of respondents who reported that the actions of the practitioners cited in the four scenarios were definitely wrong indicate that fewer than one-half applied deon tological theory to three of the four scenarios.Second, that the practitioner should be fired, the ultimate test of ethics (Singer, 1992), had much lower, definite approval rates: 1. 7%, 1. 1%, 3. 4%, and 16. 1%. Third, the response percentages for item 3 (â€Å"I would do just†¦ â€Å") in scenarios one, two, and three indicate that a sizable number of respondents would engage in the questionable behavior outlined in the scenarios. For scenario four, however, 11% said that they would â€Å"definitely† or â€Å"maybe† engage in a behavior that 82% of them reported as wrong.Finally, on item 6, a clear majority indicated an interest in organizational response to the issue raised in each scenario. The response percentages for statements 1, 2, and 3, therefore, indicate that practitioners' evaluations are clearly at odds with tile tenets of deontology and are perhaps more in line with utilitarian and relativistic theories. A further indication of the sample practiti oners' adherence to deontology is provided by those who responded â€Å"definitely yes† or â€Å"maybe yes† to all four measures of deontology in all four scenarios.The results: 10% 10%, 16%, 32% for scenarios 1, 2, 3, and 4, respectively. Such low percentages suggest that a majority of members wavered in applying deontology to the ethical dilemmas with which they were confronted. Bishop (1949) argues that truthtelling (addressed in scenarios 2 and 4) in advertising is â€Å"impossible and the attempt to attain it would reduce advertising to complete ineffectiveness and prevent it from fulfilling its legitimate and necessary function† (to. 88).Yet, the first of AAF's eight-principle code of ethics, albeit stated in general terms, focuses on truthtelting: â€Å"Advertising shall tell the truth, and shall reveal significant facts, the omission of which would mislead the public† (American Advertising Federation, 1984). While AAF members report that their com panies adhere to AAF principles, they report that other ad agencies tend to adhere less strictly to those principles (Chonko et al. , 1987). Adherence to the truth principle is not only evident among AAF members but it has the largest â€Å"my† versus â€Å"other† company difference ([t – 23. 2, p < 0. 01] Chonko et al. , 1987). A number of U. S. corporate executives now realize that if ethical transgressions are not sanctioned by dismissals, they could encourage all kinds of shady dealings and foster the perception that the organization is not really committed to ethics (Singer, 1992). It is plausible that a mix of utilitarian, JudeoChristian, veil-of-ignorance, and golden-mean ethics simultaneously guided the sample practitioners' evaluation of the ethical scenarios used in this stud),. However, the investigation of the application of various ethical theories to decision-making was not a purpose of this study.Empirical studies on ethics (e. g. , Ferrelt and Weaver, 1978; Fritzsche, 1988; Fritzsche and Becker, 1983; Krugman and Ferrell, 1981; Pratt, 1991; Pratt and McLaughlin, 1989) increasingly indicate that ethics among business people is frequently not perceived in absolutist terms, but in relative shades of right and wrong. Fritzsche (1991, 1988) and Jones (1991), for example, report that situational ethics is the overwhelming preference of U. S. managers. Advertising codes of ethics are usually written in precise deontological terms, for example, â€Å"must recognize,† â€Å"will not,† â€Å"shall tell the truth,† â€Å"shall refrain from. Yet, AAF members do not seem to abide by deontology even though â€Å"an enforced, effective code should provide the profession with a degree of stability and consistency in the ethical decision-making of its members† (Beets, 1991, p. 69). It is plausible that the patterns of responses in this present study suggest adherence to utilitarian ethics, which is preferred by advertising agency personnel Advertising and Classical Ethical Theory (Rotzotl and Christians, 1980; Christians et al. , 199 I). On the other hand, utilitarian ethics seeks to maximize the good for all concerned.However, the limitation of this ethical theory is inherent in how the â€Å"good† is determined. Beyond that, the interests of the minority tend to be given short shrift. What, therefore, are the chances that advertising-agency actions will result in the â€Å"greatest happiness for the greatest number†? Also, Nevett (1985) disagrees with Bishop's (1949) suggestion that the ethical standards of advertising be utilitarian because such an approach cannot â€Å"provide advertising people today with guidance on suitable ethical standards for their profession† (e. 04). Rawls (1971) criticizes utilitarianism, noting that it does not take seriously the differences among people; rather, it views as morally just that which has the sum of satisfactions (or tota l utility) for the community. As an alternative to utilitarian thought, Rawls (1971) suggests â€Å"a new moral theory† that will give adequate account to the primacy of justice, understood as the protection of the equal rights of all individuals, over the social good† (Schaefer, 1979, p. 22).To accomplish equal justice in society, therefore, everyone should assume a hypothetical â€Å"original position† – behind a â€Å"veil of ignorance† – which requires that, in evaluating situations, people step from their everyday, status-based traditional roles into an egalitarian position behind a veil. The goal is to develop a conception of justice or of the good from a disinterested, â€Å"equal† perspective. Would a recommendation that practitioners who compromise the ethical standards identified in the scenarios be fired be an illustration of such justice?And would such firing be in an organization's or in a society's best interest? Finally, it is plausible that Judeo-Christian morality – an altruistic, religion-based tradition – is also reflected in respondents' evaluations of the dilemmas in the ethical scenarios. 465 perceived as â€Å"definitely† having such policies for each of the four scenarios (and those who â€Å"definitely† think that having such policies is a good idea) are, respectively, 17. 8 (56. 3), 11. 5 (38. 5), 4. 6 (33. 3) and 15. s (50 0).The large differences between having such policies and thinking that having such policies is a good idea lends credence to the continuing public and practitioner concern over advertising ethics. For advertising agencies, such policies could result in two possibilities: (1) they may encourage agencies to also apply deontology to ethical issues, and (2) they may help agencies initiate an eclectic approach to ethical decision-making – that is, to apply ethical principles that may involve bringing all five commonly used classical theo ries to bear simultaneously on the decision-making process.These five theories, which are not mutually exclusive, fall into one of two broad categories: deontology or teleology. They are (1) Aristotle's golden mean (â€Å"moral virtue is appropriate location between two extremes†); (2) the theoretical framework for this present study, Kant's categorical imperative (â€Å"act on that maxim which you will to become a universal law†); (3) Mill's principle of utility (â€Å"seek the greatest happiness for the greatest number†); (4) Rawls's (1971) veil of ignorance (â€Å"justice emerges when negotiating without social differentiations†); and (5) Judeo-Christian persons as ends (â€Å"love they neighbor as yourself†).Aristotle's theory of the golden mean, a virtuebased ethics, strikes a moral balance between two extremes, one indicating excess, the other deficiency. The mean, in this context, is not a statistical mean but a willingness on the part of th e decision maker to exercise moderation or temperance – a virtue. Such a mean rdates to the individual's particular situation, her or his stay. is, strengths and weaknesses (Chi'istians et aI. , 1991). Utilitarian ethics, a form of teleological ethics, was enunciated by John Smart Mill as that which seeks â€Å"the greatest happiness for the greatest number. To assess the â€Å"greatest good,† a person or organization performs a cost-benefit analysis of an action or decision. If the latter would result in the good of the majority, that is, if its benefits for the â€Å"greatest number† outweigh its costs, then the act is ethically right. Rawls's (197 t) veil of ignorance, a nonconsequen- Conclusion The results presented in this study indicate a strong (perceived) reluctance on the part of the ad agencies to institute policies, either written or oral, that would proscribe unethical conduct. The percentages of respondents whose firms or departments are 466C. B. P ratt and E. L. James tialist theory of justice, governs the assignment of rights and duties and regulates the distribution of social and economic advantages. People, Rawts (197I) argued, â€Å"have an equal right to the most extensive basic liberty compatible with a similar liberty for others† (Rawls, 1971, p. 60). Finally, Judeo-Christian morality is an altruistic tradition that is being popularized in the West as â€Å"the more dramauc term agape – unselfish, otherregarding care and other-directed love, distinct from friendship, charity, benevolence, and other weaker notions† (Christians et al. 1991, p. 20). The interpretation of the results of this present study within the context of Kantian ethics suggests that deontology is clearly not the preference of the sample practitioners. The de-emphasis of deontological ethics among practitioners is likely to engender a laissez faire approach to ethical issues. Dubinsky et al. (1991) suggest a reason for this phenom enon from an overall business perspective: â€Å"Many of the situations business people confront are in a ‘gray' area where the delineation between the right versus the wrong action is not clear† (p. 52). On the other hand, strict deontologicaI ethics could encourage advertising practitioners to understand the precise boundaries of ethical and unethical conduct, as has been found among salespeople (Michaels et at. , 1988). It has been reported that managers who apply deontological ethics under uncertain conditions are least likely to change their decisions even when they perceive the risk of their decisions; those who apply utilitarian ethics are more likely to change their decisions to satisfy financial and/or self-esteem goals (Fraedrich and Ferrell, 1992).And herein lies a crucial value of deontological ethics to advertising: more likely, it will encourage advertisers to adhere to the precepts of ethics, setting aside personal financial and social rewards for the pub lic good. At least 67% of the respondents in the present study suggested that their organizations establish policies on questionable conduct (item 6). Why did such a majority suggest such boundaries on behavior? Why would they prefer that formal company policies restrict questionable behaviors?It is plausible that the sample practitioners place much value on formal policies because of the perceived importance of affirmation on what they consider ethical or unethical. Further, such a formal process may indicate more than a perfunctory commitment of their organizations to ethics. This possibility suggests two key questions on the implications of the results of the present study for policy-making: (1) Where lies the responsibility for shaping advertising agency ethics? (2) And what relevant does deontology have for the training of advertising staffs?In a speech given two dozen years ago by Bill Marsteller, founder of the advertising agency, Marsteller Inc. (a forerunner of Burson-Marst eller, the world's third-largest public relations agency), he said: â€Å"It is not enough [for the advertising student] to simply attain general standards of morality and taste; it is important to be subjected to the deliberate considerations of advertising morality and taste†¦ † (Marsteller, 1972, p. 241). Marsteller sees education in advertising ethics as important as that for the production of creative, charming advertising.Just as the effectiveness of training sessions has been called into question (Feldman and Thompson, 1990; Levin, 1989), their impact has also been demonstrated (e. g. , Feldman and Thompson, 1990; Hanson, 1987; Harris and Guffey, 1991). On balance, however, it behooves ad clubs and various advertising associations to establish programs that, at the minimum, sensitize practitioners to some of the social and professional sequelae of their ethics-related decisions. The results of this limited study justify the adoption of such measures.Caveats Two li mitations of this stud), should be outlined. The first is the old issue of â€Å"self-reported† ethics. Even though measures were taken to discourage the use of socially desirable responses, that possibility cannot be ignored because perceptual distoruon is higher when the dependent variable is as highly sensitive as the subject of ethics (Hunt et al. , 1989; Randall and Fernandes, 1991). The second is the representativeness of the sample, which was drawn from 25 states, for the 50,000member AAF.Because the sample was not randomly selected, it is important that this present study be replicated on a larger, more geographically diverse sample to determine the extent to which its results are consistent with those of such a nationwide study. Advertising and Classical Ethical Theory