Personal Development Plan Essay Example | Topics and Well Written Essays - 2000 words

Personal Development Plan - Essay Example An individual should critically assess if these objectives are attainable and realistic (Clarkson, 2001, p.14). Lastly, he/she should set objectives within a time frame (W. Hoeger & S. Hoeger, 2011, p.54). This paper highlights my personal resume. It also presents two to three theories discussed in class. This paper outlines Myers-Briggs test and MAPP career assessment as tools that describe my personality traits, strengths, weaknesses, and potentials. Lastly, it presents my SMART action plan and integration of theories that were discussed in class. 2.0 Brief Resume FATMA ABDULKAREEM HLWANI Personal Information Gender: Female Nationality: Arabian Date of Birth: June 6, 1986 Place of Birth: Jedah, KSA Education College: COLLEGE OF BUSINESS ADMINISTRATION IN KAAU Bachelor degree High school: JEDDAH K.S.A. Core Competencies Computer literate Possesses the ability to interact with people in different walks of life Capacity to lead Work Experience GNP GENERAL HOSPITAL Worked as an HR staf f 3.0 Personality and Career Assessment Researchers defined personality as a persistent pattern of interpersonal processes and behaviors (Burger, 2008, p.4; Hampson, 1988). Several researchers attempted to determine aspects of personality through various tests (Kaplan & Saccuzzo, 2008, p.18; Frick et al., 2009, p.22). Myers-Briggs test is a widely utilized personality test in the workplace. It is used to determine the different personality styles of employees. This test utilized three polarities namely, thinking vs. feeling, extroversion vs. introversion, intuition vs. sensation. Researchers added judgement vs. perception to these polarities. Carl Jung (as cited in Cohen, 2011) contends that each polarity is mutually exclusive from one another. Thus, individuals cannot process the world through thinking and feeling at the same time. A side of the polarity dominates the other (Cohen, 2011). Individuals who scored higher in thinking compared to feeling are commonly analytical and rati onal in making decisions. In contrast, feelers rely on circumstances and subjective evaluation in decision making (Wilde, 2008, p.16). Extroverts tend to prefer the company of others while introverts thrive in solitary activities (Wagele, 2006, p.109; Jung, 2006, p.44). Meanwhile, sensors prefer to process information through the senses and tend to rely on minute details. In contrary, intuitors heavily depend on insights instead of sensory data (Saklofske & Zeidner, 1995, p.215). Lastly, judgers prefer structure, planning, and predictability, while perceivers opt for flexibility, openness, and spontaneity (Cohen, 2011). Previous researches suggest that this test is a valid and reliable measure of an individual’s personality (Stern, 2007, p.286). Validity refers to a certain test’s ability to assess what it purports to measure. Meanwhile, reliability is primarily concerned with the extent that the test offers similar results each time (Bayne, 1997). MAPP career assessme nt is utilized to determine the individual’s strengths. It has undergone extensive reliability and validity testing. A study conducted in 1997 showed that it had similar validity with Strong Interest Inventory. The occupational matches of these two tests range from 50%-90%. The second validity study indicated that the validity of MAPP career asses

Frankenstein by Mary Shelley Essay Example | Topics and Well Written Essays - 750 words

Frankenstein by Mary Shelley - Essay Example The plot of the story plays a significant role in presenting the gothic aspect of the novel. Frankenstein succeeds in his aim when he creates a human, but when sees the outcome of his experiment, he is utterly disappointed. When the live human comes out of the machine his monster like appearance makes Victor to abhor his creation. â€Å"When I thought of him, I gnashed my teeth, my eyes became inflamed, and I ardently wished to extinguish that life which I had so thoughtlessly made.† (Shelly 100). The monster disappears and then reappears in Geneva killing Victor's brother, William Frankenstein and that sets off a series of killings, leading to a tragic end for all characters. Victor creates a female or romantic companion for the Monster, so they can live together. However, he kills that female companion, fearing about the repercussions of that creation. Monster as a form of revenge cut shorts Victor’s romance by killing his lover and bride, Victoria on the wedding nigh t. Thus, the romance of both Victor and Monster faces violent and tragic ends, due to the actions of each other. The existence of supernatural being in the form of Monster and its destructive powers which results in the tragic end to the romantic affairs of both the Monster and Victor, brings forth the elements of gothic romance. The other gothic convention utilized in the novel is the gloomy manner in which the nature is depicted. The descriptions of natural settings throughout the novel follow the genre of Gothic Romance. When Victor decides to bring an end to the ruin caused by the monster created by him, he follows the monster in the icy regions of the Arctic. In course of his chase, the nature is described by him and the monster in a way which terrifies the human mind.   The monster’s inscriptions in the bark of the trees reveal the extreme nature prevalent in the region, he is heading for. â€Å"Follow me; I seek the everlasting ices of the north, where you feel the misery of cold and frost, to which I am impassive.† (Shelley 244). Nature is presented in its darkest aspects, as it brings hardships to human beings and terrorizes their mind. Nature made it more difficult for Victor to pursue the monster. The structure of the novel also adheres to the form of Gothic Romance. The story in the novel is presented through letters and journal entries, which was a common aspect in various Gothic romances.   Ã‚  Ã‚  The work Frankenstein is a Gothic romance which incorporates some elements of science fiction as well. The creation of a human being by Victor in the novel resembles the workings of a science fiction. Shelley is influenced by the political turmoil that prevailed during her time and her experience of this unrest is reflected in the character of Victor and plot of the novel. A scientific experiment causes a serious of horrific events in the novel. â€Å"Frankenstein's brilliance created a new organism-his abandonment, however, created a monster.† (Shackleford). The monster that is brought to life by a scientist evokes fear and lends Gothic effect to the novel. Victor, who creates the monster, is tormented by his own creation. â€Å"Frankenstein’s monster stands for technology that runs out of control out of control, that destroys its human creature.† (Potts & Murphie 99). Science fictions depict scientific

Multiple Regression and Correlation Techniques Assignment

Multiple Regression and Correlation Techniques - Assignment Example The controversy is likely to misinform a research basis and compromise research objectives through poor variable selection and validity issues. Researchers can however resolve the controversy by focusing on theory rather than uninformed bias to the divergent literatures. Effort for limiting the number of variables in a study, subject to influence of identified theory is another approach to resolving the controversy (Hot, Imel and Chan, 2008; Aparasu, 2011). Tests involving mediator and moderator variables generate diversified controversies with inclusion of time factor as the major source of controversy as researchers focus on cross sectional studies in the analyses. Determination of whether a variable is a moderator or a mediator variable is another major source of controversy and may misinform actual relationships among variables into invalid results research implications. A shift from focus on cross sectional studies and an open approach to critical perspectives to developed results are proposed as solution to the mediator and moderator controversy. Researcher integrity is therefore necessary in incorporating divergent views on a study (Hot, Imel and Chan, 2008; Yin,

How to use marketing mix buile Chiang Rai province as a destination Dissertation

How to use marketing mix buile Chiang Rai province as a destination during winter season - Dissertation Example This report highlights on the areas such as the marketing mix which can be adopted to make this place as a favorite tourist destination. The report also highlights the way by which a tourist spot such as Chiang Rai can be developed. Another important aspect of the research paper is that it will show how segmentation in tourism can be achieved. The key findings of the project are how marketing mix influences the decision of a tourist. The other important findings are the data which shows the number of visitors coming to Thailand in a calendar year and also the expected number of turnouts in the years to come. Table of Contents Table of Contents 3 Introduction 4 Literature Review 5 Research Question 10 Research Methodology 13 Conclusion 15 Reference 16 Bibliography 18 Appendix 1 19 Appendix 2 21 Introduction Siam was the name during 1940 to what we today know as Thailand. The country of Thailand resides in the heart of South East Asia. The country comprises of brilliant arts, green isl ands, an exciting nightlife and a tradition of openness towards the visitors. The nation is known to many as the home of some delicious cuisines, wonderful silks and some of the magnificent temples. These factors portray the great culture of the country. It has never been occupied by the European powers, possibly the only country in south- East Asia to have escaped it. The structure and geography of the country is that it is divided into 4 natural regions: the mountains and forests of the north; the vast rice fields in the central plains; the farm lands of the northern plateau and Tropical Island in the southern peninsula. Politically Thailand is again divided in 77 provinces such as Ang Thong, Mae Hong Son and Lop Buri, Chiang Mai and Chiang Rai among others. While the capital of Thailand namely Bangkok is not a provincial area but it is referred as a special administrative area (Central Intelligence Agency, n.d.). All the provinces are governed by a Governor who is appointed by th e ministry of external affairs. The only contrary factor is that the Governor of Bangkok is chosen by its people through voting (Unescap, n.d.). A number of countries in Asia believe that tourism plays an important role in the economic and social development of a country. It generates foreign exchange earnings, employment and also assists in other factors. Tourism plays a major part in the economy of Thailand, contributing around 7% of the total GDP. Every year Thailand is visited by around 14 million visitors. The visitors come from different parts of the world (The Irrawaddy, 2010). The reason for this massive tourism development of the country is mainly due to the stable political situation and the availability of air transportation in Bangkok which serves as the gateway to this international venue. Industries like hotel and retail gets immensely benefited by the tourism industry. The Tourism Authority of Thailand has launched various programs to promote the tourism sector in the ir country as well as internationally with their catchy slogans like â€Å"Unseen Thailand† and â€Å"Amazing Thailand†. According to them there were nearly 19.09 million tourists who visited Thailand in 2011 which also means 19.8% growth as compared to the previous year. The tourism revenue generated around $23.08 million, which was the highest ever tourism revenue in a same calendar year. The tourists were mainly from Malaysia which accounts 2.47 million followed by China (1.76

Multiple Regression and Correlation Techniques Assignment

Multiple Regression and Correlation Techniques - Assignment Example The controversy is likely to misinform a research basis and compromise research objectives through poor variable selection and validity issues. Researchers can however resolve the controversy by focusing on theory rather than uninformed bias to the divergent literatures. Effort for limiting the number of variables in a study, subject to influence of identified theory is another approach to resolving the controversy (Hot, Imel and Chan, 2008; Aparasu, 2011). Tests involving mediator and moderator variables generate diversified controversies with inclusion of time factor as the major source of controversy as researchers focus on cross sectional studies in the analyses. Determination of whether a variable is a moderator or a mediator variable is another major source of controversy and may misinform actual relationships among variables into invalid results research implications. A shift from focus on cross sectional studies and an open approach to critical perspectives to developed results are proposed as solution to the mediator and moderator controversy. Researcher integrity is therefore necessary in incorporating divergent views on a study (Hot, Imel and Chan, 2008; Yin,

The Development of American Colonies Essay Example for Free

The Development of American Colonies Essay Since the discovery of the New World by European powers, the newly established European settlements on American soil varied from region to region. Two such regions were The Chesapeake and The New England regions. Although both were settled vastly by the English people the societies they formed were different. These differences were due to a few factors. The factors include motivation for migration, geography, social, political and economical structures of the settlements. These factors are what contributed to the variations seen in the societies formed by settlers of distinct regions. In the 1600s life in Great Britain was no too pleasant for certain groups of people. The farming population of England was pushed off their land by landlords who began enclosing areas for pasture of animals such as sheep needed to maintain the increasing woolen industry of England. The landless farmers swarmed into cities such as London and Bristol. The cities became overpopulated and unemployment rates soared. People were desperate for jobs. In the 1600s a system called primogeniture was practiced in England. The system ensured that all inheritance went to the oldest son in the family. Younger sons of aristocratic families were left without inheritance where eager to find prosperity of their own. Such people looking for profit decided to try their luck in the New World. The motivation of these people was mostly personal profit. For those of elite origin escaping primogeniture was also a motivation. Another motive which stimulated these courageous people was finding a better route to the Indies which a few competing European powers were also seeking. The leadership was provided by a popular monarch Queen Elizabeth, and the financing by Virginia Joint Stock Company. In 1607 a group of Englishmen set out and settled James Town which became a colony in the Chesapeake region. The first band of settlers was all males, although later shipments of people did include a small fraction of women. This trend could be seen in Document C which contains a list of passengers headed for Virginia in 1635.The passage to the New World was rough and people died in its pursuit. The geography in the Chesapeake region was different from that in England. The hot climate provided for diseases such as malaria to which the English people were not immune. These diseases  killed off many of the colonists. The soil was fertile; the woods full of game and fish was present in the ocean. Yet many of the emigrating men were gentlemen who were not accustomed to work and therefore did not know how to take advantage of these resources. Other colonists spent time searching for gold instead of focusing on survival and the starving time came into being. The colonists died in large numbers of malnutrition and starvation and disease. The colony survived due to the leadership provided by Capitan John Smith. His theory of Those who shall not work shall not eat caused some discipline within the men. As stated in Document F by Captain John Smith the colonists faced hard times. They died of cold and hunger. Captain Smith explained in the document that getting colonists to work was troublesome. Those who hunted gold got others involved and the men wasted time instead of gathering food. Capitan Smith realizing such starvation sent out a ship to summon supplies for the next year. The two councilor that were present in the colony to maintain law and order made friends with the sailors and wanted to sail back to England thus causing Smith trouble to prevent such from happening. Such unruly colonists owed a large part of their survival to Capitan Smith. He made relation with the local Indians and their leader Powhatans aided the colonists in obtaining food. When another shipment of people arrived amongst them was leader Lord de la Warr. He held a harsh military rule and made trouble with the local Indians whom the colonists raided for food. A war was started yet peace came to be when colonists by the name of John Rolfe married the Powhatan princess named Pocahontas. The economy of the colonies improved when John Rolfe perfected tobacco growing. Tobacco was a profitable crop yet it required labor and vast areas of land to grow it upon. Tobacco exhausted soil and the English were forced to press upon Indian Territory to find more land for Tobacco growing. These actions caused Indians to rebel. Another series of Anglo- Powhatans wars was launched and a large number of colonists killed including John Rolfe.  Yet the English won and the peace settlement required the Indians to be uprooted and moved away form the white settlements. These were the origins of reservation systems which later came into being. Tobacco being a profitable crop, plantation system was developed for its growth. Such plantations required labor and the use of the Headright came into being. The system included the use of people called indentured servants. Indentured servants singed contracts and volunteered their labor as slaves for a set number of years in return for passage fair to the New World provided by their master. They were further promised their freedom dues which included a small piece of land, clothing, and a few barrels of corn upon the termination of their indenture. The indentured servants were promised much yet the promises were not always kept. The land they were given was on Indian Territory and caused Indian attacks. Further the land was second rate and not much crops could be grown on such land. The indentures thus faced poverty at the end of their indenture. These conditions caused the indentures to rebel. Bacons rebellion occurred in 1653 and consisted of angry indentures rebelling against the rich land owners who were backed by Governor Berkley or the area. Ideas of the rebellion are vividly described in Document H which explains how wealth was unjustly and unevenly distributed among the landowning population leaving the others including freed indentures to poverty. Another colony in the Chesapeake region was Maryland founded by Lord Baltimore as a haven for Catholics. The economy of the colony also largely depended on the growth and exportation of tobacco and thus also needed labor The Chesapeake region which had connections to the Caribbean saw the black slavery that occurred there and adopted it for the work on plantation. African servants were easier to maintain and control with the use of the Adopted Barbados slave codes. Virginia colony set up a form of government called the House of Burgesses which was a small parliament which governed the colony. Yet the southern colonies were surrounded by enemies of other nations such as the Dutch and  the Spanish in Florida. Government was not always able to defend the colony form such invaders. As Stated in Document G where Governor Berkley explained the colonial inability to defend itself form the Dutch which whom they were forced to share the continent. These attacks of foreigners had to be curbed and controlled by Virginias government. Societies were hard to form in the Chesapeake colonies. The areas were spread out and the establishment of schools and churches was difficult. There was still a shortage of females present in the region. Thus a large number of men could not find a wife and start a family. The few unstable families reproduced slowly compared with the New England Colonies. High mortality rate of men enabled women to have power and inherit their husbands property to support themselves and their children upon becoming a widow. Such were the factors that formed the societies in the Chesapeake colonies. English puritan separatist who believed the Anglican Church was corrupt suffered much prejudice for their religious beliefs. They moved to Holland where they became increasingly aware of the Dutchification of their children, their loss of English language and customs and adoption of Dutch culture. These people wanted a place where they could freely practice their religion while remaining fully English in speech and culture and traditions. Puritans secured a charter form the Virginia Joint Stock company and were supposed to land in James town, yet they sailed off coast and landed in Plymouth. The motivation of these people included mostly religious purposes and the worry of the Dutchification of their children. They thus came in families to settle and stay. These puritans strongly believed in hard work and survival. Only one person died on their passage over. As the list of passengers bound for New England is examined in Document B a trend of women men and children coming as families could be seen. Among the religious motives of the Puritans was the idea of building a perfect holy society that would be an example to all others. Jonathan Winthrop, the founder of the Massachusetts Bay colony. Expressed his desire to build a holy city on a hill blessed by god in Document A. Geography was another factor which influenced the development of the  colonies. New England soil was rocky therefore the families did small subsistence farming in contrast to the export economy sustained in the south. The New England region had access to the ocean therefore fishing and whaling was pursued. The woody region contributed to, much of the lumber used in shipbuilding. The local Indians of the region seemed to be previously wiped out by an epidemic leaving shelters and cleared fields for European settlements. The Wampanoag tribe in the settlement helped the puritans survive by introducing corn and other to them. The colony thus celebrated their first Thanksgiving Day with the Harvest brought about in the fall. The Governmental structure of the colonies was set up before the puritans left the ship to settle New England. The Mayflower Compact was drawn on the ship and was an agreement signed by the male passengers to form a self governing body ruled by majority in the settlements which they were about to established. As could be seen in Document D the Mayflower compact was the first form of the colonies agreement toward the common goal of survival. The government later set up in the colonies was a theocracy. The church was supported by a state tax yet the clergy officials were not able to hold office. Town meetings were administered in which decisions were made by a vote of majority. An assembly called the General Court was elected by free adult puritan males. The General Court made the decisions such as tax and wage regulations in the colonies. In Document E could be examined to see how the General Court assembly controlled prices and wages. Document E is a good example how theocratic even the General Court was often referring to god to prove their point or justify a cause. Outcasts were removed by the government such as minister Roger Williams. Roger Williams was and extreme puritan separatist believed that the puritan church established in the new world further needed reform. He thought that He believed that the Indians of the region were mistreated and deserved better land. Roger Williams was expelled from Massachusetts Bay colony and went further to est. the Rhode Island colony which offered complete religious freedom, no tax supported church and sheltered outcasts such as Anne Hutchinson. Anne Hutchinson also went to defy the puritan theology  claiming that there was no predestination a belief cherished by the puritans. She was exiled and sent to the Rhode Island colony. The economy of the colonies rested largely upon shipbuilding for the British army. Production of products such as tar and rosin were valued by the English navy and were paid well for. Bostons geographical location on a seaport made it a center of trade and commerce, which was a profitable position. Colonies like Rhode Island which often half slave auctions profited from such occurrences. Fishing and export of codfish also sustained the economics of the colonies. Finally the social structure of the New England colonies was different from the southern Chesapeake colonies. The New Englanders formed towns and communities. Education was important many of the colonists had to be literate in order to read the bible. Institutions such as Harvard University were established to train young men for clergy. The families in New England were stable and fertile. They reproduced well and the population grew. As the population grew other colonies such as Connecticut Valley and New Haven colonies were added to the New England region. These colonies were similar expect for Rhode Island colony and later established Quaker Pennsylvania. The Massachusetts colonies even formed a confederation called the New England Confederation with the Connecticut colonies whose purpose was to protect the colonies and was ruled by a voting majority of representatives. In conclusion the variations in geographical, economical, social, political, and motivational factors contributed to the diverse societies formed by people of common English origin. These factors affected the largely the mentality and the way of life of the people residing in these New England and the Chesapeake regions. The differences in the aspects of society mentioned above are what gave the colonies of different regions their distinct characteristics. Bibliography: Bailey, Thomas, and David Kennedy. The American Pageant. 10th. Lexington Massachusetts: D.C. Health and company, 1994.

Cosmetic products

Cosmetic products 1. Introduction Cosmetic products are very important in human life due to the improvement of the living standards. And by bringing the products to potential customers, cosmetic advertisements are quite popular in all means of media. Actually, cosmetic advertisers bring the products to customers in different ways which depend mostly on who the customers are. In other words, they design different advertisements of the same product to target different groups of viewers, namely men and women. The differences among such advertisements motivate me to do a small-scaled research on one of the factors that lead to such different features: the languages used in those advertisements. In more details, this essay aims to examine if any gender-based linguistic differences can be utilized in cosmetic advertisements with the purpose of targeting and influencing viewers of different genders by answering the following research questions: Why do advertisers need more than one advertisement for ONE same product? Is language one of the most important differences (among other differences like characters, language, other advertising techniques †¦) between the two kinds of advertisements? Then why and how important is it in making such difference? 2.Theoretical background In this section, a general view of advertising and gender differences will be introduced in order to provide a basic background to answer the very first research question before the main focus of the essay is discussed about further details of language use in advertisements. A special attention is paid on the theory of gender differences in language use in advertisements, which will be examined in seven different advertisements for Clear Shampoo in the later part of the essay. 2.1. An overview of advertising Nowadays, businesses and manufacturers are actually aware of the great importance of advertising their products or services since a successful advertisement can bring them great profits whereas an unfortunate commercial can lead them to bankruptcy (Sadek-Endrawes, 2008). Thus, businesses and manufactures always try their best to find out ways to design the best advertisements for their products and services with the utilization of effective techniques. Those techniques then are used as tools to attract attention, â€Å"engage minds, trigger emotions and change what people think† (adcracker.com a famous website for tips, tools and techniques to create world-class advertising ideas). Among them are special metaphors (a symbolic representation for the product), promises of benefit or problem solving, offers of free samples, features of human-like and life-like, features of â€Å"eye candy†, etc. Writers from adcracker.com also believe that it might be useful to choose or create their own characters who are put in some special situations, for example conflicts, which can be exaggerated. But the most and foremost important techniques that all advertisement designers need to know are the techniques of choosing the target viewers and language wisely and correspondingly. That is the reason why there are sometimes more than one advertisements designed for only one single product. 2.1.1. Language use as a powerful advertising technique It is obvious that language plays a vital role in the society in general and in everyones life in particular. We use language of all kinds every day, if it is not to say, every moment to communicate with other people, to get ourselves and our own opinions expressed and vice versa to get the same things from others (Gyllgard, 2006). Mastering that communicative power of language, sensible advertisers seem to always try their best to utilize language as a powerful tool to influence the viewers. More specifically, they often try to use language quite distinctively in order to catch viewers attention (adcracker.com). For example, they sometimes play with words, use them out of context, and create new ones in order to help viewers remember a certain brand. Sometimes, those words become the famous slogan for the brand like Moving Forward for Toyota cars or Malaysia Truly Asia for Tourism in Malaysia. Language in advertisements is also used as internationalized (Sadek-Endrawes, 2008), which is expected to be beneficial in order to create same response from viewers of different countries in case the product comes into the global market. Another observation which is recorded by French researchers about language use in advertisements is that 50 percent of all words are supposed to be nouns and verbs. In conclusion, with the wise choice of language, advertisers can make outstanding effects on advertisement viewers. 2.1.2. Viewers targeted as an influential advertising technique Most advertisers know that advertising techniques have persuasive energy and that the strength of such persuasive energy is measured in several ways, but most importantly in relation to a target audience (adkracker.com). It is explained by adcracker.com that different target audience have different lifestyles, different attitudes, different feelings and emotions, which is consequently resulted in different behaviors. Thus, successful advertisers are often sensible in building adverts that can get people to take action or plant a belief in the minds of their prospective buyers by closely associating their adverts with the targeted viewers. It is also agreed by itvdictionary.com that the â€Å"personalization† to a group of target audience can lead to â€Å"greater awareness†. More specifically, in a ChoiceStream survey, they noted that 38% of respondents say that they are more willing to pay attention pay attention to such individually focused advertising. 2.2. An overview of gender difference 2.2.1. Gender difference in general Men and women are different in various aspects which can mainly be categorized into biological and social factors. Consequently, different terms are coined to show such differences, for example â€Å"sex† and â€Å"gender†. Sex is defined by Eckert and McConnell-Ginnet (2003:10) as a â€Å"biological categorization† which is based primarily on â€Å"reproductive potential† and â€Å"gender† is the â€Å"social elaboration† of biological sex. This means that â€Å"sex† is something fixed before birth (Thomas, 2004) with while â€Å"gender† is something that the social life shapes on us continuously in every pace of our life (Graddol and Swann, 1994:8). And it is believed and proved by many researches (Coates, 1993; Tannen, 1993; and Trudgill, 2000) that gender has a major influence on language use by a process named â€Å"socialization† (Tannen 1993:84) 2.2.2. Gender difference in language use As afore-mentioned, language is an important part of an individuals life which helps to form his/ her â€Å"social identity† (Gyllgard, 2006:1) by different â€Å"linguistic habits† which reflect different â€Å"individual biographies and experiences† (Graddol and Swann, 1994:5). Coates (1993:144) also claims that â€Å"when children adopt linguistic behavior considered appropriate to their gender they perpetuate the social order which creates gender distinctions† This means that language is among the most significant factors, bedsides social roles and social positions, that make great distinctions between men and women. Actually, it is observed that men and women use language differently in a â€Å"gender-appropriate† manner (Tannen, 1993:85) since they are small. In the following part of the paper, that different use of language by different genders will be discussed in three main aspects: (1) topic choices, (2) word choices and (3) manner of speaking Topic choices In terms of topic choices, men are believed to talk more about sports or other physical activities when they are small (Poynton, 1989) and about current concerns, about their strength and their dominance (Coulmas, 2005) when they grow up. Meanwhile, women are believed to spend time talking more on home activities, romance and fantasy worlds. Later in their life, they are considered to choose to talk about â€Å"nonsense† and â€Å"unimportant† personal topics (Gyllgard, 2006). Consequently, mens language is often considered as serious and important while womens is seen as trivial and easy to ignore (Coates, 1993). Word choices It is believed that women seem to be more careful about choosing words than men. And it is explained that this results from the different roles of the two genders in the society. Women are considered to have their first and foremost roles as caring the families and bringing up children. Consequently, they need to be careful with the words they use or otherwise they may set bad examples for their children. Also regarding word choices, in their works (Poyton, 1989 and Eckert and McConnell-Ginet, 2003), researchers find that women use more intensifies (such as so and very), words of approximation (such as about and around), or inessential qualifiers (like really or so) than men. Women are also claimed to use more adjectives (including â€Å"empty† adjectives like cute and evaluative adjectives like wonderful) and adverbs. Furthermore, hedges and tag questions are found more in women language rather than mens in order to require confirmation or signal uncertainty respectively (Lak off, 1989). Manner of speaking With the same reasons of different social roles, in terms of manner of speaking, women seem to be more polite in speaking. Therefore, it seems that taboo language like slang or swear words are likely to be created and used by men rather than by women (Poyton, 1989). Lakoff (1989) also agrees with this by giving an example that women choose to use weaker expletives like oh dear or goodness instead of words like shit or damn. Meanwhile, Coates (1993) believes that the language used by women is collaboration-oriented with supportive comments to create and maintain relationship of â€Å"closeness† and â€Å"equality† while that used by men is competition-oriented in order to assert their positions of dominance. There are differences between men and womens language in other aspects, however, due to the limit of this essay, only three above-mentioned are chosen to be discussed in this section and to be examined in the later one. 3. Methodology and Data This study focuses on the difference between the languages used by men and women in different advertisements for one same product, namely Clear Shampoo, a very popular shampoo in Vietnam. Secondly, it will test whether the advertisers are successful in utilizing the difference between men and women language in order to target viewers of different genders by checking whether viewers of different genders can recognize which advertisement is for them or not. First of all, English versions of seven Clear Shampoo advertisements are selected to be the data for analyzing and those advertisements are chosen for several reasons. Firstly, shampoo is now an essential cosmetic product that people, regardless of their age, their social or financial status and certainly their gender, have to use in their daily life. Thus, it is worthwhile to investigate the advertisements of such product. Secondly, it is found that there are several different advertisements of Clear Shampoo on television as well as on Youtube at the same time and it is presumed by the author that it may result from the advertisers purpose of targeting viewers of different genders. Consequently, with the help of Google search and Youtube website, seven advertisements of Clear Shampoo are collected and transcribed in the appendices of this essay for being analyzed. Differences among those advertisements will then be figured out by checking the above-mentioned theory and later used to group the seven advertisements into 3 groups: for men, for women and for both men and women. To make the research more reliable, the seven selected advertisements for Clear Shampoo are shown to 20 viewers of both genders who are non-native speakers of English but gain sufficient proficiency to understand the advertisements. Actually, they are Vietnamese teachers of English and students of some M.A. programs for English Linguistics or English Teaching Methodology. The viewers are asked to watch the seven advertisements and answer four following questions: Who does each advertisement target, men or women? What features of the advertisement tell you about its target viewers? Does language used in the advertisement one of those features? How does language tell you about the target viewers? 4. Data analysis and results The results of the interviews surprise the author when most of interviewees, after answering the first two questions, claim the features that inform them about the target viewers of the advertisements are mainly the models and images of the ads. Most of them only pay attention to the language of the advertisement after the third question.   However, they all realize the difference in the language used in the adverts and agree that the language used in adverts by men and women partly tell us about the target viewers. Thus, firstly, this section presents the gender differences in language used in seven Clear Shampoo advertisements which are grouped in differences in (1) choice of topic, (2) choice of word and (3) manner of speaking. Such differences are resulted from the data analysis which is based on the above-mentioned background and the opinions of the interviewees. 4.1 Choice of topic It is revealed by the advertisement analysis that male models talk about their confidence and show their strength as well as their dominance to others by facing the problems: †¦ Black is confident†¦. Confidence means no dandruff. (Appendix 1) †¦ Face it. †¦ Cover it. †¦ I deal with dandruff like man. (Appendix 4) or †¦Rage. Rage against her breath of fear. (Appendix 5) Meanwhile, female models talk about beautyas in: †¦ some beauty shampoos(Appendix 3) about their daily activities such as â€Å"combing† in appendix 3 or about their emotion and their perception as in: †¦ I love my hair. †¦ Im convinced. (Appendix 2) †¦ Convinced. I am. (Appendix 3) They also mention one fact that they often try to avoid the troubles they encounter: †¦ Hide it†¦ Cover it†¦ I keep it secret as any woman should. (Appendix 4) 4.2 Choice of words 4.2.1 Verb choice As male models choose to talk about their confidence, their strength as well as their dominance, they use words that help to express perfectly what they mean. Actually, they use strong verbs as â€Å"breath†, â€Å"move† and â€Å"sweat† in appendix 1 or â€Å"face†, â€Å"solve†, and â€Å"deal with† in appendix 4 or verbs that show their activeness as in †¦ I trust Clear. (Appendix 1) The verbs spoken by male voiceovers also have the same feature: â€Å"remove† and â€Å"prevent† the dandruff (appendix 5), or make the dandruff â€Å"go away† and â€Å"stay away† (appendix 7) so that â€Å"its all settled† (appendix 4). All those verbs bring to the audience the active position of the speakers, and thus, reveal their dominant positions. On the other hand, the verbs used by female models are quite different when they seem to display the defensive positions of the women †¦ Im convinced. (Appendix 2) †¦ Convinced. I am. (Appendix 3) or their avoidance solutions for dandruff by hiding it, covering it or keeping it secret (appendix 4). 4.2.2 Adjective choice As their concerns are different, female and male models choose different adjectives when they speak about their hair. For example, most male models and voiceovers use â€Å"black† to talk about their hair or the hair they want to have: †¦ I like black. Black is confident. Black looks good. (Appendix 1) †¦ From black into darkness †¦ and into the dark, the icy blackness follows. (Appendix 5) †¦ the seduction of black, the temptation of black. Its the closeness of black that you can only have†¦ Be black. (Appendix 6) At the same time, female models talk about the features of â€Å"soft†, â€Å"clean† and â€Å"beautiful† which are just suitable to describe female hair. †¦ Clear makes my hair soft and beautiful†¦.Just soft hair. (Appendix 2) †¦ Can your shampoo leave your hair soft and clean †¦ Clear takes it soft. †¦Just soft hair. (Appendix 3) 4.3 Manner of speaking The last but not least feature that 20 viewers and the author realize as the difference between the two genders is the way they speak. Female models talk with a collaborative orientation. They talk as if they want to share their experience with the audience whereas male models and voiceovers try to assert their positions of dominance by a competitive orientation. They talk about their dealing with dandruff (appendix 4), the collision of â€Å"sparks† and dandruff (appendix 5), their black â€Å"seduction† and â€Å"temptation† when they are dandruff free (appendix 6). The tendency of dominance is also expressed by their short imperative sentences which can be found more frequently in male models or voiceovers speech: †¦ Face it †¦ Solve it (Appendix 4) †¦ Rage, rage against her breath of fear. (Appendix 5) †¦ Make the season more seductive. Make it a Clear Black Valentines. Be board. Be Black. Move closer anytime. Have Clear Black Valentines. (Appendix 6) The first advertisement with the male model, Bi Rain, also offers another feature of male speech. That is the logic in thinking and speaking: †¦ Black is confident. Black looks good. Looking good means no dandruff. Confidence means no dandruff. Clear means no dandruff. With his logical speech, Bi Rain tries to convince the audience the close relationship among Clear, black, confident and looking good. And he seems successful with my interviewees. All in all, from the above analysis of the language used in seven adverts, it comes to a conclusion that advertisement No 1, 5 and 6 are targeted at men (although by what the author and the interviewees get from the adverts, 5 and 6 target at both men and women); advertisement No 2 and 3 are for women and the rest are targeted at both men and women. 5. Conclusion It can be seen from the results that the female language and male language used in seven Clear Shampoo advertisements follow tightly the theory that are presented in other researches on gender differences in language. However, the interviews with Vietnamese viewers who are non-native speakers of English reveal that what lead such viewers to the conclusion of target audience are not the language but the models and the images of the advertisements. The study also come to another conclusion that the advertisers, who are expected to pay attention to the language of advertising, an effective tool of persuasion, do not actually do so. And the results are the wrong target of the two advertisements number 5 and 6, which advertisers tend to target at both men and women (which can be understood by the images of â€Å"white Clear† for women and â€Å"black Clear† for men) but actually target only at men if only language of the advertisements is analyzed.