To what extent was China a Buddhist country from the third to the Essay

To what extent was China a Buddhist country from the third to the sixth centuries (200-600) - Essay Example However, it is interesting to note that Buddhism has been able to gain acceptance in China despite the age-old philosophies of Confucianism and Daoism. This paper discusses the influence of Buddhism in Chinese society during the third and fifth centuries and argues that Buddhism became a definite characteristic of Chinese society during the third and fifth centuries. The Introduction of Buddhism in China Buddhism entered China at a time when China was experiencing a new period of prosperity and wealth. During the early decades of the third century, the Han Empire was consolidating its grip over the Chinese mainland. Wright (p. 9) explains that during this period, the Han elite had established its rule over the north and south of China. A new social order was being created. An intellectual process was taking place where thinkers were building a rational structure of the political and social changes taking place during Han rule. Confucian principles and values were blended with experie nces from reality to create a code of life. However, the gradual decline of the Han Empire resulted in a loss o favour with Han Confucianism as well as Daoism. In such an environment, Buddhism found a receptive audience among monks searching for a simpler and unadulterated code of life. Buddhist Influence in China’s Intellectual and Spiritual Life Buddhism gradually accommodated itself into the intellectual and spiritual life of the Chinese elite during the fourth century (Zurcher, p. 3). Zurcher (p. 3) further explains that because of the linguistic barrier between the original Buddhist texts in Sanskrit and the Chinese language, Buddhism in China assumed a distinct form compared to Buddhism in India. He also states that Buddhism was initially the interest of monks in the southern parts of the country and also among the well-to-do common population. Zurcher’s (p. 3) argument also reveals that Buddhism was eventually assimilated into the Chinese intellectual sphere ins tead of replacing Confucianism or Daoism. This, however, does not mean that the interest in Buddhism was restricted to the south of China. While Buddhism was finding a receptive audience in Jin-ruled southern China, Buddhist thoughts were also making an influence among the non-Chinese rulers of northern China (p. 4). However, it is interesting to note that the Chinese tendency to assimilate rather than supplant philosophies with earlier ones was prevalent in the north as well as the south, although Buddhist thought took different forms in both regions. In fact, because of the external threats to China from the north and the northwest, the development of Buddhist though in the north was more dynamic than the evolution of Gentry Buddhism in southern China (Zurcher, p. 3). This form of Buddhism was developed by Chinese monks and was accepted by the gentry or nobility in southern China as a means to high culture. The evolution of Buddhism in the north after the collapse of the Han dynas ty assumed a distinct direction but remained in favour of its widespread acceptance. The most significant development in this process was the introduction of the idea of the emperor as the incarnation of the Buddha (Reat, p. 141). The non-Chinese rulers of the northern part of the country adopted Buddhism as a means of legitimizing their rule. The old order based on Confucianism was no longer valid and there was need for a new belief system to give

Role and purpose of HRM Article Example | Topics and Well Written Essays - 3250 words

Role and purpose of HRM - Article Example In the rapidly commoditizing PC industry, Dell continued to be profitable with its direct selling approach while older rivals like HP struggled. Sun Microsystems, arguably one of the most innovative companies in the computer industry, found itself in deep trouble. Clearly what works and what does not in business remains as unpredictable as ever while some seemingly mundane businesses managed by 'ordinary' people rewarded share holders handsomely, many 'high-tech' businesses which showed great potential when they started off, folded up. Indeed the changing environment and the speed of changes posing greater challenges to organizations. Changes in every aspect of the organizations have increased the uncertainties. Discussion: Changes in technologies have increased access accessibility, visibility and connection. The connected world is smaller, changing rapidly and has more open information customer have become increasingly segmented and persnickety. Investors have become increasingly attended to and actively concerned not about financial results, but intangibles. Employees represent increasingly diverse demographic backgrounds including not only race and gender but personal preferences, global and cultural backgrounds and orientation to work, competitors come from both traditional large global players and increasingly smaller innovators. And all of these factors occur in the context of global business organizations where what happens in one corner of the world affects business throughout the world. Many spend enormous amounts of time specifying these trends and their implications on work organizations. Most of these trends are outside the control of anyone individual or any one organization. They occur in both predictable ways. They affect all aspects of work organizations from how to fund an organization to how to position the firm in customer minds and how to engineer and deliver products. Apart from affecting other aspects of the organization, changes affect the human resources. To be effective in this boundless world, organization members need to adapt to customers, systems and techniques different from their own. Human resources must ensure that employees with the appropriate mix of knowledge, skills and cultural adaptability are available to handle any work assignment with in the organization. HRM must also develop mechanisms that will help diversified employees work together. It is the duty of the overall HR managers to make every effort to acclimate different groups to each other, finding ways to build teams and thus reduce conflict. It is increasingly being realized now by working organizations that due to rapid changes in technologies, world moves towards bord erless economies, and as businesses become global, one of the successful business is to understand and manage its human resources strategically and competently. Today HRM has acquired and even more central role in building sustainable competitive advantage for the work organizations. As a result of these developments, HRM has become a major thrust area where, the focus is on synergizing and propelling organizations to seamlessly integrate with the macro environment changing environment and hyper competitive situation forced work organizations to adopt quickly and HR systems and roles play vital role in surviving in such situations. The traditional HRM has changes a lot due to change in macro environment of business, Many

Will the Starbucks maintain its market leadership over Mc Cafe Essay

Will the Starbucks maintain its market leadership over Mc Cafe - Essay Example Now the primary question which is raised here is; â€Å"Who is the leader and will be in future as well?† Another well established and well reputed brand is Mc Cafe which is the creation of repute firm McDonalds. Following is an extensive analysis to deduce which of the two firms will remain the undisputed giant in the years to come. History of Starbucks In the time when world around us is extremely fast paced and competition in the market has squeezed every firm in the industry and where only survival of the fittest is possible, a giant market leader in the coffeehouse industry pops up in head, Starbucks Corporation. Starbucks was founded by three partners Jerry Baldwin, Zev Siegl and Gordon Bowker in 1971 in Seattle, Washington. Starbucks is by far the largest coffeehouse company in the world and it is still expanding at a rapid pace (Spanogle et. al. 2007). Starbucks went international in1990 for the first time when they inaugurated a store in mid 1990s the time during whic h the firm was opening a new store every single day and this speed of expansion that carried on into 2000s and now approximately around one third outlets of Starbucks corporation are overseas. Starbucks had expanded up to one sixty five outlets in 1992 at the time of its initial public offering (Abrams, 2003). Over view of Starbucks: Starbucks sells a wide range of coffee and other beverage products in order to provide a delightful experience to its customers. Its products mainly include  drip brewed coffee,  espresso -based hot drinks and coffee beans. Starbucks has restricted itself to coffee products but it also produces salads, hot and cold sandwiches, Panini, pastries and snacks which provide the consumers with what the company calls a â€Å"distinctive Starbucks experience†. The success and growth of Starbucks Corporation can be attributed to a person who saw the potential and opportunity in the product when no one else did: Howard Schultz. This aspiring entrepreneu r was appointed as the marketing head in 1982 and upon his return to United States from Italy, he realized the opportunity that could materialize into the repute that Starbucks today has. The following words are attributed to him: â€Å"Lets create a community gathering places like the great coffee house of the Italy in United States†. Although his idea was not highly appreciated by the top management at Starbucks, nonetheless they did allow him to experiment this new idea at one of their retail stores (ABA, 1997). Moreover, the new idea proved to be a huge success and that’s when Schultz started another company with the name of ll giornale. In 1987, Schultz convinced a group of local investors to buy Starbucks when its original owners decided to sell their coffee business along with the name. Schultz incorporated Gionrale outlets with Starbucks and finally started with the conversion of six shops into graceful and

Master of Business Administration Essay Example for Free

Master of Business Administration Essay Pricing policy refers to the policy of setting the price of the product or products and services by the management after taking into account of various internal and external factors, forces and its own business objectives. Pricing Policy basically depends on price theory that is the corner stone of economic theory. Pricing is considered as one of the basic and central problems of economic theory in a modern economy. Fixing prices are the most important aspect of managerial decision making because market price charged by the company affects the present and future production plans, pattern of distribution, nature of marketing etc. Generally speaking, in economic theory, we take into account of only two parties, i. e. , buyers and sellers while fixing the prices. However, in practice many parties are associated with pricing of a product. They are rival competitors, potential rivals, middlemen, wholesalers, retailers, commission agents and above all the Govt. Hence, we should give due consideration to the influence exerted by these parties in the process of price determination. Broadly speaking, the various factors and forces that affect the price are divided into two categories. They are as follows: I External Factors (Outside factors) 1. Demand, supply and their determinants. 2. Elasticity of demand and supply. 3. Degree of competition in the market. 4. Size of the market. 5. Good will, name, fame and reputation of a firm in the market. 6. Trends in the market. 7. Purchasing power of the buyers. 8. Bargaining power of customers 9. Buyers behavior in respect of particular product II. Internal Factors (Inside Factors) 1. Objectives of the firm. 2. Production Costs. 3. Quality of the product and its characteristics. 4. Scale of production. 5. Efficient management of resources. 6. Policy towards percentage of profits and dividend distribution. 7. Advertising and sales promotion policies. 8. Wage policy and sales turn over policy etc. 9. The stages of the product on the product life cycle. 10. Use pattern of the product. Objectives of the Price Policy: A firm has multiple objectives today. In spite of several objectives, the ultimate aim of every business concern is to maximize its profits. This is possible when the returns exceed costs. In this context, setting an ideal price for a product assumes greater importance. Pricing objectives has to be established by top management to ensure not only that the company’s profitability is adequate but also that pricing is complementary to the total strategy of the organization. While formulating the pricing policy, a firm has to consider various economic, social, political and other factors. The Following objectives are to be considered while fixing the prices of the product. 1. Profit maximization in the short term The primary objective of the firm is to maximize its profits. Pricing policy as an instrument to achieve this objective should be formulated in such a way as to maximize the sales revenue and profit. Maximum profit refers to the highest possible of profit. In the short run, a firm not only should be able to recover its total costs, but also should get excess revenue over costs. This will build the morale of the firm and instill the spirit of confidence in its operations. 2. Profit optimization in the long run The traditional profit maximization hypothesis may not prove beneficial in the long run. With the sole motive of profit making a firm may resort to several kinds of unethical practices like charging exorbitant prices, follow Monopoly Trade Practices (MTP), Restrictive Trade Practices (RTP) and Unfair Trade Practices (UTP) etc. This may lead to opposition from the people. In order to over- come these evils, a firm instead of profit maximization, and aims at profit optimization. Optimum profit refers to the most ideal or desirable level of profit. Hence, earning the most reasonable or optimum profit has become a part and parcel of a sound pricing policy of a firm in recent years. 3. Price Stabilization Price stabilization over a period of time is another objective. The prices as far as possible should not fluctuate too often. Price instability creates uncertain atmosphere in business circles. Sales plan becomes difficult under such circumstances. Hence, price stability is one of the pre requisite conditions for steady and persistent growth of a firm. A stable price policy only can win the confidence of customers and may add to the good will of the concern. It builds up the reputation and image of the firm. 4. Facing competitive situation One of the objectives of the pricing policy is to face the competitive situations in the market. In many cases, this policy has been merely influenced by the market share psychology. Wherever companies are aware of specific competitive products, they try to match the prices of their products with those of their rivals to expand the volume of their business. Most of the firms are not merely interested in meeting competition but are keen to prevent it. Hence, a firm is always busy with its counter business strategy. 5. Maintenance of market share Market share refers to the share of a firm’s sales of a particular product in the total sales of all firms in the market. The economic strength and success of a firm is measured in terms of its market share. In a competitive world, each firm makes a successful attempt to expand its market share. If it is impossible, it has to maintain its existing market share. Any decline in market share is a symptom of the poor performance of a firm. Hence, the pricing policy has to assist a firm to maintain its market share at any cost. Ques2. Explain the important features of long run AC curve. Ans: Long run AC curves Long run is defined as a period of time where adjustments to changed conditions are complete. It is actually a period during which the quantities of all factors, variable as well as fixed factors can be adjusted. Hence, there are no fixed costs in the long run. In the short run, a firm has to carry on its production within the existing plant capacity, but in the long run it is not tied up to a particular plant capacity. If demand for the product increases, it can expand output by enlarging its plant capacity. It can construct new buildings or hire them, install new machines, employ administrative and other permanent staff. It can make use of the existing as well as new staff in the most efficient way and there is lot of scope for making indivisible factors to become divisible factors. On the other hand, if demand for the product declines, a firm can cut down its production permanently. The size of the plant can also be reduced and other expenditure can be minimized. Hence, production cost comes down to a greater extent in the long run. As all costs are variable in the long run, the total of these costs is total cost of production. Hence, the distinction between fixed and variables costs in the total cost of production will disappear in the long run. In the long run only the average total cost is important and considered in taking long term output decisions. Important features of long run AC curve 1. Tangent curve Different SAC curves represent different operational capacities of different plants in the short run. LAC curve is locus of all these points of tangency. The SAC curve can never cut a LAC curve though they are tangential to each other. This implies that for any given level of output, no SAC curve can ever be below the LAC curve. Hence, SAC cannot be lower than the LAC in the ling run. Thus, LAC curve is tangential to various SAC curves. 2. Envelope curve It is known as Envelope curve because it envelopes a group of SAC curves appropriate to different levels of output. 3. Flatter Unshaped or dish-shaped curve. The LAC curve is also U shaped or dish shaped cost curve. But It is less pronounced and much flatter in nature. LAC gradually falls and rises due to economies and diseconomies of scale. 4. Planning curve. The LAC cure is described as the Planning Curve of the firm because it represents the least cost of producing each possible level of output. This helps in producing optimum level of output at the minimum LAC. This is possible when the entrepreneur is selecting the optimum scale plant. Optimum scale plant is that size where the minimum point of SAC is tangent to the minimum point of LAC. . Minimum point of LAC curve should be always lower than the minimum point of SAC curve. This is because LAC can never be higher than SAC or SAC can never be lower than LAC. The LAC curve will touch the optimum plant SAC curve at its minimum point. A rational entrepreneur would select the optimum scale plant. Optimum scale plant is that size at which SAC is tangent to LAC, such that both the curves h ave the minimum point of tangency. In the diagram, OM2 is regarded as the optimum scale of output, as it has the least per unit cost. At OM2 output LAC = SAC.

Approaches to Responding to Discrimination

Approaches to Responding to Discrimination People with mental illness are one of the most marginalised groups in society. Stigma and discrimination affect tangata whai ora’s (TWO) quality of life, prevent them from full access to education, employment, and housing, contribute to lower incomes, increase relapse, and result in exclusion from the society. This damaging effect on the person is often persisting even after resolution of the symptoms. The evidence shows that a combination of approaches and intervention methods at different levels times and in range of settings is the most effective in reducing stigma and discrimination (Gale, 2004). The effective approaches ensuring sustainable change take account of education, promotion, respect, and have to be supported by policy and legislation as essential parts of building a successful, integrated society. (Sayce, 2000) â€Å"Raising awareness and changing attitudes are not enough on their own – because attitudes are not necessarily a reliable predictor of behaviour. Effective approaches also require work to promote social inclusion and empowerment, creating an environment of intolerance to prejudice and ensuring change is sustainable and supported by policy and legislation† (Gale, 2004). Public Policy The New Zealand Government laid its expectation from mental health and addiction services in Te Tahuhu: the second mental health and addiction plan 2005-2015. Te Tahuhu is the policy on mental health and addiction that identifies challenges, ascertains outcome the Government strives to achieve, and provides direction for the continued development of the sector. The main focus is on improvement, recovery and wellness of tangata whai ora. Implementation of the plan, on the other hand, and improving mental health outcomes for TWO is the focus of Te Kokiri. It (Ministry of health, 2006)ascertains specific actions and responsible organisations for achieving them. â€Å"Understanding mental illness and addiction in the general community is critical to reducing stigma and discrimination, both of which can reduce an individual’s sense of belonging and participation in society† (Ministry of health, 2005). The outcomes include full participation of tangata whai ora in society and have the same opportunities as everyone else. Among Ten leading challenges are inclusion and support on the part of employers and effective support, protection and redress for TWO who are discriminated against. The action plan contains promotion of social inclusion, implementation of the next step of the ‘Like Minds like Mine’ project as part of a multi-agency plan to reduce discrimination, develop activities to address the discrimination by addiction users. Mass media campaigns A well-known anti-stigma and discrimination public education campaign in New Zealand â€Å"Like minds, like mine† (Like Minds) started in 1997, funded by the Ministry of Health and the Health promotion Agency, and implemented by 26 regional providers. The campaign is directed at reducing discrimination associated with mental health and increasing social inclusion through advertising, community activities, research, events, education, helpline, newsletters, website, and training. It has been proven by international research that sustained mental health antidiscrimination programs is the best practice in achieving behavioural change. The National Like minds campaign invested a great deal of time and energy in programs aimed at tackling stigma and discrimination, yield improvement in public attitudes towards mental health. â€Å"Advertising involving the stories of well-known and famous people who have experienced mental illness has created significant interest, awareness and improved attitudes among the general public. Local community education and other follow-up activities have also contributed to this success† (Vaughan, G Hansen, C, 2004). For years campaign has challenged public stereotypes, attitudes, demonization and alienation of tangat whai ora. The effective approaches that underpinned the campaign are: Its nature: robust, multileveled, evidence-based and responding to a changing environment The involvement of tangata whai ora in the campaign has been critical to its success. They personally leading the work and dispelling stereotypes and prejudice through their personal experience and knowledge. Amplifying social contact with TWO. â€Å"Face to face contact and community engagement are often the most effective ways to reduce stigma and discrimination† (Alexander, L.A Link B.G, 2003). Famous and everyday people with mental illness spoke to media and employers about their experience made the campaign human and personal. Focus on the positive: emphasising abilities, supporting development of the TWO’s capacity to contribute Modelling social inclusion Education about human rights The new National â€Å"Like minds, like mine† plan for 2014-2019 states that â€Å"the Ministry of Health will continue national efforts to reduce stigma†¦ providing direction for the continuation of the journey towards social inclusion for people with mental illness in New Zealand† (Ministry of Health, 2014). It identified that to this day disrespectful attitudes (stigma) and unfair treatment (discrimination) are among the biggest barriers to social inclusion for tangata whai ora. The role of the programme is to ensure that public demonstrate socially inclusive attitudes and behaviours towards TWO and in so doing, increasing their opportunity to fully participate in community life. Health promotion Mental health promotion refers to the actions taken to strengthen mental health and is a powerful resource with significant potential. Research is showing that its initiatives can have concrete, positive outcomes for the entire population. Building on strength: A guide for action is a practical mental health promotion document designed for the service providers, communities and government bodies of the country that focuses on wellness, healthy populations and the community taking control. Building on strength promotion is consistent with a vision for recovery and participation. Its aims are to: build (inclusive and supportive) healthy communities; work across sectors (i.e. social services, education, housing, employment, ext.) to address the broader determinants of wellbeing; improving skills of the workforce; leadership through policy; to encourage research, innovation and development that can affect mental health and wellbeing of different population groups. One of the principles of the New Zealand health strategy is to promote active involvement of tangata whai ora and communities at all strata of policy development. â€Å"People who have experience of mental illness have vital contribution to make to our understanding of illness prevention and as advocates for mental health promotion† (Ministry of Health, 2001). A central theme for tangata whai ora is their experience of the stigma and discrimination, and the denial of their rights of citizenship. Hence ‘Building on Strength’ supports participation of tangata whai ora in the development and delivery of programmes and continue to work to eliminate stigma and discrimination. The examples of mental health promotion given in the Building on strength guide include Te Pae Mahutonga: a model for Mà ¤ori health promotion, and the Fonofale Model. Both holistic models highlight views of their respective communities on wellness and relational harmony of different elements. Te Pae Mà ¤hutonga is, the Maori name for the Southern Cross constellation of stars, â€Å"used as a symbolic map for bringing together the significant components of health promotion, as they apply to Maori health†¦ Te Pae Mà ¤hutonga model suggests that health promotion is about creating a climate within which human potential can be realised† (Durie, 1999). The four central stars reflect the four key goals of health promotion: Mauriora (security of cultural identity), Waiora (environmental protection and connectedness), Toiora (a shift from harmful to healthy lifestyles), Te Oranga (increasing the extent of participation in society). The two pointers – prerequisites for the effective health promotion are Nga Manukura (leadership) and Te Mana Whakahaere (the level of autonomy and self-determination). Service development and educational measures Service development measures are intended to improve education and training for people coming into the mental health professional services. Support workers who are showing respect and kindness towards tangata whai ora, have the right skills, values and attitudes make an enormous impact on their recovery process. The Ministry of Health developed the programme with the focus on putting the TWO’s needs and lives first. Let’s get real: Real Skills for people working in mental health and addiction builds workforce’s resources and knowledge to provide qualitative and effective service delivery. The framework has seven Real Skills which are underpinned by the essential values and attitudes across the sector to achieve Te Tahuhu outcomes. One of them is challenging stigma and discrimination. â€Å"Every person working in a mental health and addiction treatment service uses strategies to challenge stigma and discrimination, and provides and promotes a valued place for service users† (Ministry of Health, 2008). The latest include understanding, recognising, minimising and challenging of the impact of stigma and discrimination on TWO; using non-judgemental language; promoting and facilitating inclusion; modelling non-discriminatory behaviour; and using non-discriminatory practices.

Free College Essays - The Last Act of Richard III :: Richard II Richard III Essays

The Last Act of Richard III In Shakespeare's play Richard III, the main character Richard is developed as an actor - to the degree of morbidity. Richard is forever putting on an act, and playing the part that he thinks will most please whomever he shares the stage with at a given moment. Not that to please is his ultimate goal, it is just a means to get what he wants--which is the tempting role of the king. His acts are from the start plentiful, and for some time almost surprisingly effective. To Clarence he plays the Loving and Concerned Brother. His counterfeit fools Clarence into a state of trust that is stunning to the spectator, who knows that the events which make Richard exclaim "We are not safe, Clarence, we are not safe!" (I.i.70) are in fact Richard's own doing. Alone with his audience, Richard plays the part of the Self-confident Villain. The audience serves a function not unlike that of a mirror, only it mirrors character traits rather than looks. He introduces himself as the actor who cannot play the role of lover (i.e. be good) satisfactorily, so he chooses to play the villain (i.e. be bad) instead. The notion that this is a choice, as well as his use of the word play rather than be, underline the fact that to him this is all acting. In front of the audience--his mirror and thus a second self--Richard toys around with the conviction that he can do anything he sets his mind to through the means of his acting abilities. He leaves his audience speechless by going through with the overly ambitious task he sets up. He tells us that he will marry Warwick's youngest daughter, and the next thing you know, he has pulled it off. Whether Anne falls for Richard's sex appeal or his rhetoric is moot, yet she does fall. Richard himself seem s credulous at her giving in so easily; "Was ever woman in this humour woo'd? / Was ever woman in this humour won?" (I.ii.232-233) He talks as if it were a sign that his repulsiveness must in some way appear attractive to her, although the way he expresses this makes me doubt his seriousness. Perhaps this is an attempt at sharing a joke with his audience, his feeling being that as it cannot possibly be his looks she has fallen for, it must be his words.

Advertising for the Uk Alcoholic Beverages Sector Essay

e Center I’m Researching†¦ Saved Recents Uploads My Answers Account Products Home Essays Drive Answers Texty About Company Legal Site Map Contact Us Advertise  ©2017 HOME > ESSAYS > ADVERTISING FOR THE UK†¦ Advertising for the Uk Alcoholic Beverages Sector Alcohol, Alcoholic beverage, Drinking culture Mar 2, 2013 1163Words 94Views PAGE 1 OF 4 Essay Title: Advertising for the UK alcoholic beverages sector has gained far stricter guidelines and regulations over the last few decades. Do you agree that the advertising of alcohol should be restricted to such an extent and how far do you believe any governments should be able to control advertising? Introduction In responses to a mass of alcoholic advertisement appears to catering to adults and youth, governments have paid more attention on this, for example, the Government has pledged to introduce a ‘comprehensive alcohol harm-reduction strategy’ in 2004, which is likely to place restrictions on drinking advertisement which encourage binge drinking among youth. See more: Ethnic groups and racism essay Does all restrictions or guidelines published by governments like this that playing a part in controlling advertising? This essay will mainly concentrate on why such alcoholic advertisements should be restricted; and to what extent should any governments be able to control advertising. Generally, people drinking because they are happy or not, maybe because they get a raise in their salary, or get a rough patch at work, or just enjoy a night out at pub and so on. Mintel’s exclusive research confirms that the majority of adults, three quarters in the 2003 survey, believe that there is nothing wrong with drinking in moderation, and far more people drink occasionally-and mostly at home-than do so on a regular basis outside the home(Clark, 2003). As for the youth drinking alcohol, most of them just out of curiosity, or bear heavy burden from not only the economy but also the psychology like experiencing a disappointed love affair. In addition, alcoholic advertisement is found to be fancy and attractive for young people, which leave the impression of fun, or cool if they were drinking. According to health expert saying, since ancient times, drinking alcohol in moderation can be beneficial for our health, especially for red wine or beer, drinking a little per day is very good for preventing cardiovascular disease(Locke, 2011). But how about drinking too much? It may become easy for you to become emotional and suffer greatly from more other diseases, like chronic gastritis, alcoholism. Moreover,statistics show that â€Å"alcohol-related admissions to hospital in England have topped 1m in a year for the first time†. In other areas, up to 70% cases sent to the hospital were related to alcohol, and violence, accident and health issues that relating to alcohol are thought to cause thirty thousand premature deaths a year. Meanwhile, â€Å"prescriptions for treating alcohol abuse have also risen†(Meikle). Therefore, drinking too much is harmful for people both in physically and mentally. So how do people know about alcohol, from which channel? Absolutely, media is the main place for alcohol industry spending their money, it is the main channel for people get new information about alcohol, and it is believe that exposure to alcoholic advertisement can increase consumption and influence people’s attitudes towards alcohol especially for young people as they have not formed the correct understanding of it. In order to prevent the large amount of alcoholic advertising appears on media, over the last few decades, governments have set far stricter guidelines and regulations, in spite of this, the following table will disclose another side. Figure1: main alcoholic advertising expenditure on media, 1998-2003* | |? m |Sales ? m | |1998 |219. 7 |28,301 | |1999 |247. 3 |29,808 | |2000 |228. 6 |31,327 | |2001 |210. 2 |32,637 | |2002 |233. 7 |33,942 | |2003* |114. 7 |34,870** | *January to August **estimate Source: Nielsen Media research/Mintel The figure1 shows the advertising expenditure on alcohol, which discovers that during the 1998-2003, although the cost dropped almost half, the percentage of sales did not change a lot, conversely, it roses every year. According to an Kusserow(2001), who works on alcohol controlling revealed that regulations and standards placed on advertising control are almost invalid. Procedures are hard to follow through each department, the viability and effectiveness of huge criteria still have to be established. So Britain wants to balance of economy and health, the duty is not just the governments, and only depending on the polices of government is not far enough, alcoholic and other related-sectors should be self-regulated. On one hand, it is necessary for government to set out a series of limitations on advertising of alcoholic drinks, such as limiting the timing of advertisements on television, ads can be only allowed to display after 10:00pm, trying to avoid youth from it. Meanwhile, prohibiting the liquor company being the sponsor in sport, as Professor Gilmore(2007) said that the limitations should include alcohol sponsorship in sport as the alcohol was being advertised 24 hours a day. Besides,the contents of advertisement should be restricted, images like violence and potential crime should be forbidden as it is easy for young people doing the same things that shows on television. On the other hand, because of the boundedness of government’s control, both public and private sectors have responsibilities to help to set out limitations to restrict its promotion and sales through ads. For examples, clubs and music pubs should abolish the unlimited drinking for a certain time only with the fixed money, people who are too young should not be permitted into this occasion. Besides, the price should be increased to reduce the alcohol consumption. In addition, manufacturer should develop a new production line, as an alternative to replace alcohol. Conclusion Now, alcohol has abounded in UK’s society, being consumed by both adults and youth, which forms an unbalanced condition between economy and health. The mass advertising appears on television or networks or other channels is the main selling way. Naturally, to control alcoholic advertising is becoming more and more important in UK. But obviously, the actual effects that caused by government’s policy is not big, so alcohol-related sector should play an increasing important part in controlling alcoholic advertising, then it must be more powerful and effectiveness. References Brown, K. (2007) National Alcohol Harm Reduction Strategy [WWW] Institute of Alcohol Studies. Available from: http://www. ias. org. uk/resources/nighttime/policy/nahr. html [Accessed 25/08/12] Clark, T. (2003) Drinks market: UK, 2003. [WWW] Mintel Group Ltd. Available from: http://www. mintel. com/drinksmarket [Accessed 18/08/12] Department of Health&Human Services(2001) Youth and Alcohol. USA: Department of Health&Human Services. Gilmore, I. (2007) Britain’s ‘top doctor’ calls for total ban on alcohol advertising [WWW] Institute of Alcohol Studies. Available from:http://www. ias. org. uk/resources/publications/alcoholalert/alert200701/al200701_p10. html [Accessed 27/08/12] Grube, J. (1971) Main alcoholic advertising expenditure on media [Diagram]. In: Clark, T. (2003). Drinks market: UK. London: Mintel Group Ltd. Locke, T. (2011) Moderate alcohol drinking offers heart disease protection [WWW] Heart disease health centre. Available from:http://www. webmd. boots. com/heart-disease/news/20110222/moderate-alcohol-drinking-offers-heart-disease-protection [Accessed 20/08/12] Meikle, J. (2011) Alcohol-related hospital admissions at record high. Guardian, 26th May, p,1.