English Fiction Essay Example | Topics and Well Written Essays - 500 words

English Fiction - Essay Example â€Å"Yeah†¦Ã¢â‚¬  Shelly said finally, â€Å"seriously don’t be such a screwing bitch.† Shelly jumped underhandedly into a slanted grin. She knew the â€Å"bitch† remark would positively mix the young ladies in the tent. â€Å"Shut up Shelley, you are soo bad†, said one young lady, â€Å"really who talks like that?† said another. Laura didn’t mind it by any means. Shelley and she were at that point turning into the agitators of the gathering. The previous evening, they were the main young ladies that sneaked out of the tent to attempt a cigarette just to return delightedly overjoyed headed at the stun of the other â€Å"good† young ladies. â€Å"Hey Shelley, might I be able to have a word with you for a second?† Laura said motioning out of the tent. Shelley wrapped up the nails in her left hand and obliged. Shelley returned the tent with Laura. It was very nearly eight o clock and the sun had totally set. Shelley strolled past Ragged-Jagged-Jen with a respectful grin, â€Å"Why don’t you go along with us to set up the campfire Jen?† Jen appeared as though she had been hit by a Bentley. Her wiry edge murmured at the idea of spending time with just the coolest young ladies in school. Everything she could let out was a gruntled, â€Å"Sure!† Shelley, Laura and Jen left the tent to locate a decent spot for the campfire. The evenings in the backwoods were consistently somewhat creepy. Shelley was stunned at how a similar timberland showed up so manageable in the day. She thought about whether there was an entire race of animal categories that had some expertise in late evening living other than bats and owls. That night the dull gleam of the moon pervaded through the shrubbery of trees. As it were, it given a silver coating to the whole wilderness. The Head Master had advised Laura to remain north, so they clearly went south with Jen tailing them unconsciously. Before they knew it they were crowd to a virtual symphony of crickets, bugs, and other boisterous critters. The leaves of the trees acted like openings to a woodwind and everything was working out positively. They were following a path set up by god-knows-who which finished in an entirely desolate

PORSCHE Case Study Example | Topics and Well Written Essays - 1500 words

PORSCHE - Case Study Example It additionally claims different organizations, for example, Audi, Bentley, and Lamborghini making it the third world’s biggest car producer on the planet. Volkswagen plans to pick up the top position utilizing a stage called Strategy 2018. To accomplish this, VW plans to expand the constrained creation of Porsche through the advancement of new product offerings, for example, vehicles and SUVs beside sports vehicles. It likewise needs to retain the innovation and development of Porsche and apply them to other car brands claimed by VW. Notwithstanding, these plans speak to a possible hazard for the brand picture of Porsche since these can adversely influence the impression of value and dependability among Porsche clients. Along these lines, Matthias Mueller, the new CEO of Porsche, needs to settle on a noteworthy vital choice. Muller needs to choose viably whether Porsche ought to expand its creation or spotlight on conveying its center competency which is the creation of sport s vehicles. Moreover, Muller additionally needs to make a technique that will forestall the potential brand weakening of Porsche. II. Circumstance Analysis General Environment The financial condition where the car business works is profoundly flimsy and unstable. This is an aftereffect of the money related emergency and monetary downturn rising in various nations. This circumstance can incredibly influence the buying choice of clients. Industry Environment Sports vehicles are a particular section in the car business with an unmistakable objective market which are the rich race vehicle fans. Despite the fact that there is a little market for this portion, each buy establishes high net revenue. Therefore, a great deal of car organizations are additionally structuring and producing sports vehicles. This prompted the expanded rivalry for this portion in the business. Porsche is the main brand for sports vehicles on the planet. Then again, Sedan and SUVs are additionally creating expande d interest from the worldwide market. This speaks to an open door that separated vehicle makers can exploit. Be that as it may, this fragment as of now has various contenders. As a rule, there is expanded rivalry in the vehicle business since purchasers bring about low exchanging cost because of high accessibility of different autos. Contender Environment Volkswagen Auto Group is confronting exceptional rivalry from Toyota and General Motors as far as piece of the pie and incomes. These organizations additionally have their own very good quality games vehicles and extravagance vehicles which straightforwardly rival Porsche and different games vehicles possessed by VW. This requires VW to plan viably and showcase their items in a better manner looked at than its rivals. III. SWOT Analysis Strengths Porsche is the world’s most grounded sports vehicle brand which indicates high devotion and top notch recognition among its clients. It likewise has a solid culture for innovation a nd development which makes its vehicles profoundly dependable. Essentially, Porsche reliably encounters high deals from every one of its models of sports and race vehicles. Shortcoming Although Porsche has substantiated itself in the market for sports vehicles, the organization has not yet increased a solid notoriety for assembling different sections, for example, cars and SUVs. This makes it hard for Porsche toâ position itself adequately in the new market sections. Opportunity There is an expanded interest for SUVs and Sedans in the worldwide market. This is an open door for Porsche to expand its incomes by enhancing its product offerings for a more extensive market section. Danger T he plan of the Volkswagen to let Porsche fabricate another product offerings beside sports vehicles can prompt a danger of brand weakening for Porsche. There is a likelihood that the apparent quality and high separation that Porsche had the option to position to the market

Half Defence of Positive Accounting Research

Question: Talk about the Half Defense of Positive Accounting Research. Answer: Presentation The exploration article Half a Defense of Positive Accounting Research has explained on the viability of positive bookkeeping hypothesis in the field of bookkeeping. The primary point of the exploration article is to look at the philosophy and epistemology of the positive bookkeeping hypothesis. The primary contention introduced by the creator in the resrch paper is that positive bookkeeping hypothesis has numerous shortcomings and accentuates on the significance of fusing the utilization of other hypothetical models in bookkeeping. In this unique situation, the current paper has attempted a basic investigation of the exploration article through summing up its principle ideas, distinguishing the examination questions, giving a conversation of its hypothetical structure and analyzing its criticalness and constraints. Rundown of the Article The fundamental contention introduced by the writer in the exploration article is the ineptitude of positive bookkeeping hypothesis in accomplishing the logical targets of bookkeeping. The field of bookkeeping to a great extent fuses the utilization of positive bookkeeping hypothesis that impacts the human conduct on choice including the utilization of bookkeeping ideas and practices. The hypothetical contention in the general article is tied in with breaking down the insufficiencies in positive bookkeeping hypothetical model that keeps it from making a significant commitment in the field of bookkeeping. The viability of positive bookkeeping hypothesis is assessed in the article with the use of subjective and quantitative resrch strategy. Subjective research strategy includes gathering hypothetical realities in setting of the exploration theme. Be that as it may, quantitative investigation includes the usage of measurable testing of speculation created in the examination article. It has been induced from the general research that there is need of better hypothetical models in bookkeeping as positive bookkeeping isn't to a great extent fit for accomplishing the logical goals of bookkeeping. Positive bookkeeping research has made huge commitment in building up a comprehension of the human conduct. Nonetheless, the results accomplished through the hypothesis don't sufficiently address the issues of working an examination program effectively (Dunmore, 2009). Research Question The primary research question tended to in the current investigation is How positive bookkeeping research is really drilled and what is required for improving its commitment in the more extensive logical research ventures? The examination question has been gotten from the hypothetical research did in the writing survey area. The writing audit in the article has featured about the significance of positive bookkeeping research for understanding the circumstances and logical results connections over the world. It has given a top to bottom comprehension about both the significance and lacks of positive bookkeeping research. Hypothetical Framework The hypothetical structure of the examination article has featured the noteworthiness of executing the utilization of positive way to deal with bookkeeping research. The idea of positive bookkeeping is utilized by bookkeeper worldwide to take basic choices about the bookkeeping rehearses pervasive in an association. The hypothetical structure has characterized positive bookkeeping as a part of scholarly bookkeeping research that gives a strong establishment to clarifying and foreseeing the bookkeeping rehearses. The hypothesis expresses that business associations will in general embrace the bookkeeping rehearses that improve their money related execution. Along these lines, positive bookkeeping hypothesis as such structures the worth judgment of bookkeeper about the sort of bookkeeping practice to be actualized for speaking to the money related situation of a firm (Rhonheimer, 2000). In any case, the hypothetical system likewise underlines on inadequacies present in the positive book keeping research that keeps it from achieving the destinations of the examination venture. The fundamental confinement of the bookkeeping hypothesis is that it doesn't give any methods for improving the bookkeeping rehearses. The hypothesis basically consider the bookkeeping decisions at an individual level anyway business associations have wide number of decisions with respect to the bookkeeping practice to be utilized. The bookkeeping practice that is chosen by the bookkeepers by considering the positive bookkeeping hypothesis can have negative impact on the money related execution of a firm (Dunmore, 2009). Positive bookkeeping research is a cultural hypothesis and as can impact the human conduct that may not be useful for an association development and improvement (Deegan, 2014). Therefore, the bookkeeping practices ought to be actualized based on monetary condition without thinking about the judicious human conduct. The bookkeeping explores should expect to build up a comprehen sion of specific bookkeeping rehearses and ought not understands the balanced conduct of human brain science while actualizing bookkeeping rehearses. The bookkeepers would create bookkeeping strategies that benefits the general monetary exhibition of a firm regardless of whether the practices abuse the discerning conduct in human brain research (Chatfield and Vangermeersch, 2014). The Significance and Limitations of the Article The principle impediment of the examination article is that it doesn't appropriately execute the essential research technique. The exploration doesn't fuse the assortment of any essential information that and as such needs functional exhibition to build up a particular response for the examination issue. The article fundamentally includes the utilization of optional artistic sources and as such is for the most part subjective in nature (Dunmore, 2009). The hypothetical system utilized by the creator is exceptionally immense and ought to be limited so as to give a fundamental response to the exploration question. Creator has utilized exploratory research structure that is basically included the assortment of both essential and auxiliary information to investigate the examination theme appropriately. Be that as it may, the hypothetical end drawn by the creator is fundamentally founded on the writing audit and isn't bolstered from down to earth exhibit. In this way, the examination stud y needs objectivity and is chiefly emotional in nature. Accordingly, the impediments have contrarily affected the essentialness of the exploration article for additional examinations in this specific situation. The discoveries showed by the writer exhaustive the examination article should be tried for all intents and purposes in future for making substantial end (Dunmore, 2009). End The central matter construed from the examination article us that flow practice of bookkeeping research doesn't sufficiently fulfill the guidelines required for conveying an exploration program effectively. In this manner, as such there is high requirement for growing better hypothetical models for leading bookkeeping research. References Chatfield, M. what's more, Vangermeersch, R. 2014. The History of Accounting (RLE Accounting): An International Encylopedia. Routledge. Deegan, C. 2014. Money related Accounting Theory. McGraw-Hill Education Australia. Deegan, C. 2014. Money related Accounting Theory. McGraw-Hill Education Australia. Dunmore, P.V. 2009. A large portion of a Defense of Positive Accounting Research. Rhonheimer, M. 2000. Regular Law and Practical Reason: A Thomist View of Moral Autonomy. Fordham Univ Press.

Project Report for Journal of Clinical Nursing- myassignmenthelp.com

Question: Expound on theProject Report for Journal of Clinical Nursing. Answer: Presentation/Background The affirmed venture question is as per the following: What information and aptitudes are required for building up the helpful relationship/correspondence with emotional well-being shoppers and carers? The method of reasoning for choosing the previously mentioned inquire about inquiry is that investigating it would assist with setting up the basic information, know-how and range of abilities that psychological well-being medical caretakers need so as to set up and keep up great helpful relationship/correspondence with emotional well-being purchasers and carers. Medical attendant customer helpful relationship is significant in nursing practice. In psychological wellness nursing for example, the medical attendant customer remedial relationship may be the primary mediation for working through troubles or potentially advancing development and mindfulness (Clark, 2012). Successful nursing practice relies on a compelling connection between the patient and the psychological wellness nurture. Basic Evaluation Various researchers have endeavored to investigate the issue and revealed their discoveries in peer-surveyed diary articles. In their examination study, Clark, Parker and Gould (2005) inspected the experience of country generalist nursing faculty working with patients who had emotional well-being ailment. A sum of 13 enrolled attendants participated in the investigation and were working all day in an intense emotional well-being office. As indicated by the scientists, the particular aptitudes and information required for building the helpful relationship with the emotional wellness patients included nursing information on dysfunctional behavior, undivided attention, compassion, confidence, perception, persistent appraisal, humor, critical thinking capacity, and intelligent practice. The quality of this article is that it uncovers a portion of the fundamental aptitudes that emotional wellness medical attendants forces or should gangs when working with their patients. The shortcoming i s that the investigation utilized a little example size of only 13 emotional wellness attendants who were gotten from a solitary psychological well-being office. This may influence the generalizabilty of the discoveries. This source adds to my conversation by revealing insight into the basic aptitudes and information that medical caretakers in emotional well-being offices require to have the option to have helpful correspondence or relationship with their patients. Different specialists Dinga and Karvinen (2008) completed a precise survey to discover what the customer nurture remedial relationship involves and the manner by which human services laborers including medical caretakers could build up these restorative connections in essential consideration settings. Trust, relational aptitudes and relational abilities were seen as significant for emotional wellness medical attendants working with customers who have psychological instabilities. These aptitudes incorporate tuning in, summarizing, compassion, non-verbal correspondence, and validness (Dinga Karvinen, 2008). The quality of this article is that it portrays what a customer nurture remedial relationship includes and the aptitudes required by emotional wellness medical attendants to build up these connections and look after them. The shortcoming is that the writers incorporated a generally little example size of just 9 articles. This influences the generalizability of discoveries of the exa mination. This source adds to my conversation by featuring the aptitudes required by medical caretakers to set up and continue restorative customer nurture relations. In yet an alternate report, Moreno-Poyato et al. (2017) tried to make changes in the manner by which nursing work force build up the helpful relationship inside intense mental units just as to survey the adequacy of executing proof through this technique. The specialists called attention to mental medical attendants realize that specific aptitudes are required for creating and keeping up restorative associations with customers. Abilities like compassion, collaboration, establishing a positive first connection, ability to tune in and making an agreeable and safe condition are fundamental in cultivating and helping the advancement of a remedial relationship (Moreno-Poyato et al., 2017). Reflecting aptitudes are similarly pivotal. Utilizing intelligent abilities adequately conveys comprehension and acknowledgment to the patient, forms trust, and encourages investigation, all of which help to create remedial relationship/correspondence with the customer (Scanlon, 2006). The quality of th is article is that it is complete, elegantly composed, efficient, and expertly introduced. The shortcoming is that the investigation was directed in only a solitary mental office and accordingly the discoveries may not be generalizable to different settings. This source adds to my conversation by featuring explicit abilities that mental attendants need to forces so as to adequately create and keep up helpful associations with their customers. Dziopa and Ahern (2013) likewise researched the topic. In their precise audit, they expected to conceptualize traits or aptitudes that add to the improvement of a restorative relationship in cutting edge practice psychological well-being/mental nursing. They discovered that sympathy, understanding, arrangement of individualized consideration, offering help, being accessible/being there, being certifiable, indicating regard, exhibiting clear limits and advancing fairness are essential in building up a remedial connection between a psychological well-being attendant and his/her patient. The quality of this article is the way that it features pivotal abilities that best in class practice clinicians ought to consistently survey and refine to cultivate and continue a remedial relationship with their patient. This source adds to my conversation by recognizing various aptitudes that psychological wellness medical caretakers need to have for them to build up a helpful relationship with their customer. Basic Observation While on arrangement at Bankstown Hospital, I had the option to basically watch the practices inside my clinical region corresponding to the exploration question. What I watched is that in building up the helpful relationship with emotional wellness shoppers and their carers at the social insurance association, the psychological wellness medical attendants displayed information in dysfunctional behavior. This is in accordance with writing discoveries. As indicated by Dinga and Karvinen (2008), medical caretakers ought to have an extremely solid information on dysfunctional behavior so as to appropriately peruse what is happening. Moreover, knowing about psychological sickness permits the attendants to have the option to discuss well with the customer and work with the customer, not against the person in question. The medical attendants at Bankstown Hospital likewise showed abilities, for example, undivided attention, for instance when they sat discreetly with the patients and tuned i n to them. This incredibly assisted with creating restorative relationship and compelling correspondence between the psychological wellness medical caretakers and the customer/tolerant. What's more, they showed sympathy. The attendants realized that these patients arrived in an intense state and were basically left being taken care of by the medical caretakers and it was once in a while somewhat startling for those patients. By showing compassion, the medical attendants are capable envision strolling in the shoes of their patients so as to genuinely understand what they might be feeling, and this truly serves to built up a connection between the medical attendants and the patients (Cahill, Paley Hardy, 2013). Another imperative ability that was watched shows restraint evaluation when the medical caretakers watched and surveyed their patients to guarantee continuous patient of the customer. Schroeder (2013) brought up that basic, consistent appraisal is critical in guaranteeing the continuous security of patients. Having extraordinary patient appraisal aptitudes makes it simpler for the psychological wellness medical caretaker to work with his/her patient and to foresee a path forward in the patients care. This thusly assists with encouraging great helpful relationship with the emotional wellness patient and his/her carer (Hem Heggen, 2010). The other aptitude that was seen in the psychological wellness medical attendants is self-assuredness. Affirmation, as Clark (2012) expressed, is the capacity of the emotional wellness medical attendant to challenge a customer in a restorative setting and achieve positive result. Likewise, the ability of critical thinking, enable and teach the patients was shown by the medical caretakers. Besides, they exhibited the capacity to discuss well with the customers. Psychological wellness medical caretakers must discuss viably with their customers as this is basic in creating helpful associations with the customers (Hewitt Coffey, 2005). In conclusion, they showed humor which made the patients grin, and in this manner create extraordinary remedial relationship with the patients. Cahill, Paley and Hardy (2013) referenced that if conceivable, psychological well-being medical caretakers ought to keep up a comical inclination and give the patient a grin as this assists with setting up a decent helpful relationship. For future practice, it is suggested that emotional well-being medical caretakers should look to increase significant information in psychological maladjustment. They ought to likewise endeavor to build up various urgent abilities including compelling relational abilities, great comical inclination, undivided attention, getting, regard, sympathy, and emphaticness. Th ese aptitudes and information are critical in creating and keeping up the restorative relationship/correspondence with emotional wellness shoppers and their carers. End To summarize, there is a requirement for development in compelling relationship building abilities from some human services experts with emotional wellness patients. Medical caretakers and specialists in emotional well-being offices need to pick up the basic information to successfully build up restorative connections. They ought to endeavor to refine their insight in psychological maladjustment. They ought to likewise obtain different aptitudes, for example, relational aptitudes, powerful relational abilities, reflecting abilities, critical thinking capacity, humor, tuning in, getting, compassion, being certifiable and show regard. Having these basic abilities would enable the emotional well-being to nurture create and keep up helpful relationship/correspondence with the

Persuation(Austen) vs Silas Marner(Eliot) Essay

Persuation(Austen) versus Silas Marner(Eliot) - Essay Example They appeared through their characters what ladies of that time could achieve on the off chance that they would not accept that their womanliness was a hindrance. As per Eliot marriage implied being assimilated into the life of another, and just [being] referred to in a specific hover as a spouse and a mother (George Eliot) while Austen unquestioningly acknowledged it. Eliots works were not about a courteous society, however by expounding on harsh connections, went past it. (Melanie Shelton). These two writers don't have a place with the senseless woman authors (Eliot) class, which George Eliot has alluded to in one of her works. Austen depicts the every day lives of her characters that are fundamentally upper-white collar class men in England of mid nineteenth century. She centers around topics that never pass on, for example, marriage, social weight, and the age hole (N. Zeynep Yelce) Anne Elliot, the courageous woman in Persuasion, endures the results of a choice she needed to take years prior to extreme relations with a man she cherished. Her family had constrained this choice upon her. The contemplations of Lady Russell in this setting Anne Elliot, with every one of her cases of birth, excellence and psyche, to discard herself at nineteen; include herself at nineteen with a youngster, who had only himself to suggest him, and no expectations of achieving abundance, yet in the odds of a most dubious calling, and no associations, to make sure about even his more remote ascent in that calling; would be without a doubt a discarding which she lamented to consider. (Austen Jane) appropriately depicts the sort of exhortation Anne got from her family. Austen while advancing the causes and outcomes of this activity gives a sharp record of the extremism of the British class framework. Silas Marner depicts a reasonable representation of life in a customary English town of the nineteenth century where benevolence and collaboration overshadow insignificant contrasts. It fixates on Silas Marner, a weaver living in the

Put Your Short-Term Memory to the Test

Put Your Short-Term Memory to the Test Student Resources Study Guides and Tips Print Put Your Short-Term Memory to the Test By Kendra Cherry facebook twitter Kendra Cherry, MS, is an author, educational consultant, and speaker focused on helping students learn about psychology. Learn about our editorial policy Kendra Cherry Updated on July 23, 2019 Westend61 / Getty Images More in Student Resources Study Guides and Tips APA Style and Writing Careers Cant remember the name of the person you just metâ€"again? Forgot where you parkedâ€"again? Episodes of forgetfulness like these can be nerve-wracking. Some people find them a little scary. When this sort of thing happens a lot, some people go so far as to fear there’s something wrong with their brains or that they’re developing  dementia or Alzheimer’s disease. Forgetting something you’ve just thought of doing or just learned are lapses in short-term memory, which refers to any information that stays in your mind for up to a minute. By contrast, long-term memory is where you keep the information you “know by heart,” for example, like the names of the 50 states and also memories of experiences you’ve had. Why Short-Term Memory Matters Short-term memory is essential to daily living. It’s what allows you to find your car keys, remember if you left the water running in the tubâ€"even whether you’ve eaten breakfast or brushed your teeth. It’s also subject to all sorts of glitches. There are multiple reasons you may forget a piece of information practically the minute you receive, according to leading brain health expert Cynthia Green, Ph.D., author of Total  Memory Workout. For instance, it may simply be too much information to retain that quickly. Its long been believed that the human brain can hold onto no more than seven things at onceâ€"one reason phone numbers (minus the area code, of course), are seven digits. Other factors that can interfere with short-term memory are pain, stress, and  lack of sleep. Interruptions and distractions can be major memory-stealers: If the bell rings while you’re in the middle of a conversation with a neighbor, chances are your friend will need to repeat the last thing she said to you before you answered the door. Testing Your Short-Term Memory There’s a bit of truth in the phrase “senior moment.” After the age of 50, most people do find it a little harder to remember new information, but this doesnt mean theyre on the road to developing dementia or Alzheimers disease. One way to get a sense of how normal your own memory lapses are is to take a legitimate short-term memory test, such as the Memory Quiz from the Alzheimers Research Prevention Foundation. Its a simple true-false questionnaire that asks things like, Sometimes I get lost, even when Im driving somewhere Ive been before, and I often misplace my keys, and when I find them, I often cant remember putting them there. Of course, if after taking a test like this your answers suggest you might have more serious issues with your memory than simple age-related forgetfulness, you should see a doctor. Answering 15 questions online certainly isnt enough to make a diagnosis. At the same time, if your score doesnt indicate youve got a problem, keep in mind that even at an advanced age, the human brain is capable of developing new neurons, as long as it gets some exercise. So use your head as much as possible: read, study a new language, learn  how juggle or knit, spend a lot of time socializing, and your brain will get the workout it needs to stay sharp.

Issues Faced by Air Asia in its Advertising - Free Essay Example

TABLE OF CONTENTS Content Page 1.0 Introduction 2.0 Key Issues and Problems 2.1 Misleading Advertisements 2.2 Offensive Advertisements 3.0 Reasoning and Analysis 4.0 Conclusion 5.0 References 6.0 Appendices 1.0INTRODUCTION 2.0KEY ISSUES AND PROBLEMS Some of the major issues and problems faced by AirAsia in its advertisements are discussed below. 2.1Misleading Advertisements Misleading advertisement is unethical because it distorts and misrepresents a product. This means that the actual product is not the same as what it was advertised. For example, a product is advertised to have a particular feature, but in actual fact, that feature does not exist. Most often, advertisements are able to mislead consumers in terms of prices and such is the case for AirAsia Berhad. Operating under the well-known taglines of à ¢Ã¢â€š ¬Ã…“Lowest fares only @ airasia.comà ¢Ã¢â€š ¬Ã‚  and à ¢Ã¢â€š ¬Ã…“Now Everyone Can Fly,à ¢Ã¢â€š ¬Ã‚  AirAsia offers cheap flights to consumers of over 85 destinations. The company is always coming up with new promotions to allow customers to fly at a very low price to locations both locally and internationally. Drive along a highway and you might co me across red billboards promoting AirAsiaà ¢Ã¢â€š ¬Ã¢â€ž ¢s latest à ¢Ã¢â€š ¬Ã…“all-in fareà ¢Ã¢â€š ¬Ã‚  flight from Kuala Lumpur to overseas such as Gold Coast, Osaka, Perth, Shanghai, Seoul and Tokyo at a price of RM 299. Now, consumers would think that à ¢Ã¢â€š ¬Ã…“all-in fareà ¢Ã¢â€š ¬Ã‚  means the rate charged has included tax charges, baggage charges and all other necessary charges, but AirAsia has a totally different view on that. Customers were often greeted with surprises of extra charges when they checked in. AirAsia misled the consumers by advertising their flights rate without showing the total cost which should include all taxes, duties, fees and other mandatory charges. AirAsia has been advertising low headline prices exclusive of mandatory charges and taxes for more than a decade. It hides the actual cost; not making it clear to customers that there might be other extra charges applicable to the advertised RM 299 for example. This makes price comparison difficult for customers as the advertised rates are not the final actual rate. It is just a marketing gimmick to attract more customers with the rather à ¢Ã¢â€š ¬Ã‹Å"low ratesà ¢Ã¢â€š ¬Ã¢â€ž ¢. Therefore, a number of consumers will automatically assume that AirAsia is the cheapest and more reluctant to find out more about the flight rates of other flight companies. As a result, they tend to make bookings or decisions they more often than not, regret. In fact, the price is slightly cheaper at AirAsia but that is before AirAsia add on the counter check-in charges. Apart from that, AirAsia also charges RM5 of convenience fees on credit cards usage if customers are paying payments online via credit or debit card, which by right no merchants have rights to impose such charges. However, it seems as though AirAsia has taken to charging all kinds of services in every possible ways. After adding up all the other charges, the total flight price spent by consumers is almost and sometimes more expensive than other airlines in the industry. Now, that is not a low cost flight fare, as AirAsia proudly claimed to be. On top of that, the rate is only applicable for one-way trips and consumers are often charged higher for return tickets which, AirAsia failed to reflect in its advertisements. Because of this same reason, AirAsia was found guilty under the Australian Consumer Law for not displaying all relevant information of the airfares prices inclusive of all taxes, duties, fees and other mandatory charges à ¢Ã¢â€š ¬Ã…“in a prominent way and as a single figureà ¢Ã¢â€š ¬Ã‚  (Wee, 2012). AirAsia should show accurate price information to the consumers in such a competitive industry because consumers are price sensitive. Due to the breach of law, AirAsia was imposed a fine of AUD 200,000. Another downside of flying with AirAsia is that it is inconvenient to travel with senior citizens because they have to walk a long way to the plane as the company does not have a erobridges and a charge of RM 60 will be imposed for the use of wheelchairs (Nik, 2014). 2.2Offensive Advertisements Ethical advertising should be positive and optimistic and does not exploit stereotypes based on gender, age, race and so on (Vaux, n.d.). Marketers may get carried away when brainstorming for innovative advertisement ideas and such is the case for Tune INSURE, an AirAsia insurance product that insures passengers from medical to lost or damaged baggage to compensation for delayed flights of more than two hours. One of its advertisements contains a tagline: à ¢Ã¢â€š ¬Ã…“You want your momma, because youà ¢Ã¢â€š ¬Ã¢â€ž ¢re in a hospital with lousy nurses.à ¢Ã¢â€š ¬Ã‚  This had stirred anger among the medical practitioners, mostly nurses, as the tagline is offensive and it gives a bad impression to the nursing profession (Png, 2014). Moreover, this advertisement can be found at the back of the seats of AirAsiaà ¢Ã¢â€š ¬Ã¢â€ž ¢s planes and is viewed by all p assengers. It gives an impression that Malaysian nurses are à ¢Ã¢â€š ¬Ã‹Å"lousyà ¢Ã¢â€š ¬Ã¢â€ž ¢ among the foreign passengers. An online petition had been signed by 1226 people, urging for the advertisement to be taken down and a public apology from AirAsia. In Philippines, there was a public uproar with AirAsia Zestà ¢Ã¢â€š ¬Ã¢â€ž ¢s radio advertisement that downgrades the portrayal of women. In that particular advertisement, AirAsia Zest promoted its ticket sales by comparing it to a woman. The advertisement features two male voices, discussing and comparing how the ticket sale was à ¢Ã¢â€š ¬Ã…“cheaper and more enjoyable than an attractive woman with long legs, small waist and smooth skinà ¢Ã¢â€š ¬Ã‚  (Sen. Cayentoà ¢Ã¢â€š ¬Ã¢â€ž ¢s Official Website, 2014). Senator Pia Cayento had urged AirAsia Zest for a public apology over the offensive à ¢Ã¢â€š ¬Ã‹Å"anti-womanà ¢Ã¢â€š ¬Ã¢â€ž ¢ advertisement (Luci, 2014). Advertisements that prey on human emotions are also consi dered unethical (Vaux, n.d.). For example, an advertisement that instills fear into consumers if they donà ¢Ã¢â€š ¬Ã¢â€ž ¢t purchase and consume the product is an unethical advertisement. Another type of unethical advertisement that is widely used especially in the Western countries since a decade ago is those advertisements that rely on sexual appeal to attract its target audience. While this practice is not seen in Malaysia, there are a few of AirAsiaà ¢Ã¢â€š ¬Ã¢â€ž ¢s advertisements that use a hint of such element in their advertisement, though not as explicit as the commercial advertisements in the Western countries. In a particular advertisement, a man is shown being à ¢Ã¢â€š ¬Ã‹Å"servedà ¢Ã¢â€š ¬Ã¢â€ž ¢ with plates of meal by 5 air-stewardesses with a tagline à ¢Ã¢â€š ¬Ã…“Careful, theyà ¢Ã¢â€š ¬Ã¢â€ž ¢re hot!à ¢Ã¢â€š ¬Ã‚  The meaning behind the tagline is to send the message that AirAsia serves hot meals and hot deals (low flight tickets) to its passengers. Howeve r, some may interpret it the wrong way as the stewardesses were dressed in their tight red uniform and skirts hiked up. This not only highlights the unethical virtues of the company, it also portrays an unprofessional and bad image to the air-host/hostess profession. 3.0REASONING AND ANALYSIS Below are the reasoning and analysis regarding the discussed unethical issues and problems faced by AirAsia in its advertisements. 3.1Misleading Advertisements AirAsia promotes its flight package without reflecting the total fares by excluding all the taxes, duties, fees and other mandatory charges. It is fair to say that this particular conduct of AirAsia is unethical because it conceals the actual price information in its marketing purpose advertisement. Generally, most of the potential passengers thought that the advertised airfares depict the final actual fare for the flights they are paying for; which means that the advertised fares would have included all the necessary expense s payable for the flight. However, this is not the case for AirAsiaà ¢Ã¢â€š ¬Ã¢â€ž ¢s advertised fares. The flight fares advertised in newspaper and other promotional media only reflects the flight fare, but not the final monetary value that the passengers need to pay for their flight. In such a case, these advertisements indirectly mislead the public and thus affecting their cost-benefit analysis on which airline they will patron. Besides, the psychological pricing strategy of setting a low flight fare tends to misdirect the public that AirAsia is the cheapest air transport provider in Malaysia. The fact is AirAsiaà ¢Ã¢â€š ¬Ã¢â€ž ¢s flight rates advertised only shows the gross amount payable, not the net. Nonetheless, most of the customers tend to be attracted by the low price promotion rather than think rationally on whether it is possible or economically feasible for AirAsia to actually provide such a low cost flight package compared to other airlines; as the saying goes, it is too good to be true. At the same time, AirAsia also charges RM5 of transaction fees on bank card usage if the customers are made payment online. As what we think, it is considered reasonable for AirAsia to surcharge RM5 per transaction on the passengers purchase online. This is because AirAsia attempts to incur additional expenditure on the card-based transactions for the bank processing fees if the passengers do not actually bear on these costs. Similarly, most of the information technology shops nowadays also implement this policy that additional costs (e.g. 3%) will be charged on the customers who make payment by bank cards. Thus, it is fair for AirAsia to fee the online purchasers RM5 nett, regardless of the transaction amount on the flight fare. In most of the circumstances, it might seem lower than the surcharge computed based on specific percentage because the invoice price for the flight fare attempts to be quite high in nature. In addition, the promotional packages, introduced by AirAsia, attempt to be only for one-way trips and the passengers are most likely to be charged higher for the return tickets. This scenario appears to be unethical for the airline-based company to do so because majority of the potential passengers will be definitely returned to their origin after their holiday or business visits. Thus, it is necessarily for AirAsia to reflect this critical information in its advertisements to avoid mutual misunderstanding, if and only if, it does the promotion on only one-way flights. In contrast, AirAsiaà ¢Ã¢â€š ¬Ã¢â€ž ¢s act might be considered ethical if egoism applied. From the AirAsia perspective, it is a marketing approach to charge low in order to attract more consumers taking their flight instead of its competitorsà ¢Ã¢â€š ¬Ã¢â€ž ¢. This business model has indirectly complied with the low-cost budget airline principle that gives everyone the opportunity to take a flight. Meanwhile, the increase in the company revenues atte mpts to maximize the companyà ¢Ã¢â€š ¬Ã¢â€ž ¢s value (i.e. self-interest), and thus increasing in shareholdersà ¢Ã¢â€š ¬Ã¢â€ž ¢ wealth. They might claim that there is no fraud intention, but their public advertisement is just ambiguous and unclear. The consumers have the rights to query AirAsia management or employees while performing their transactions. 3.2Offensive Advertisements 4.0CONCLUSION 5.0REFERENCES 6.0APPENDICES Figure 1: One of AirAsiaà ¢Ã¢â€š ¬Ã¢â€ž ¢s misleading advertisements for not including taxes and charges in advertised air fares. (Source: https://weechookeong.com/2012/12/18/australian-court-fined-airasia-a200000-for-misleading-advertisements/) Figure 2: AirAsiaà ¢Ã¢â€š ¬Ã¢â€ž ¢s offensive advertisement placed on the back of its aircraft seats that belittled nurses. (Source: https://www.themalaymailonline.com/malaysia/article/advertisement-belittling-nurses-slammed-fernandes-apologises)  © All Rights Reserved Chua, K. J., Heng, K.O., Logeswaran, S., Lim, W.P., Siau, L.S. Tong, Y.C. (Students of UTAR, FAM)