Gucci, Louis Vuitton And Vertu Essay Example for Free

Gucci, Louis Vuitton And Vertu Essay Creating luxury brands is a difficult marketing exercise. It requires heavy investment in marketing communications, excellent product/service quality, but above all these brands have to try to remain fashionable, which is notoriously difficult. Gucci, Louis Vuitton and Vertu are three successful so-called luxury brands, that retail to the high-end market. Both Gucci and Louis Vuitton are well-established brands that have been around for decades, even centuries. However Vertu, is a relatively new kid on the block, having only entered the luxury communications marketplace in 2000. Vertu sells expensive mobile phones that retail for thousands of pounds. Only a handful of brands can create a high status appeal among the world’s super rich (e.g. Ferrari, Rolex, etc.). These brands have to adopt innovative marketing strategies in order to succeed in this dynamic environment. What do they do differently to create this luxury appeal? Marketers are moving from the traditional marketing mix approach towards greater use of experiential marketing. This is where customers are treated as both rational and emotional individuals that seek ‘experiences’ from products. The key is to engage customers in a memorable experience around the product/service, developing a relationship with customers and creating an affinity with them. The central aim of experiential marketing is to create an emotional attachment between the brand and the customer. Gucci, Louis Vuitton and Vertu provide this experience through their unique product image and features, their outstanding service, their exclusive retail environment, their pricing, their selective channels of distribution, their distincive packaging and the overall benefits associated with their unique brand images. To promote a product to the high-market it is important that the customers have the right experience so that the desired feelings, images and perspectives beco me linked with the product/service and their marketing programme. It is necessary for the brand to convey a personality that the customer can relate to, or wish to aspire to and then communicate this to others.  Consumers of these brands feel that they too are fashion and design conscious, that they too are wealthy, and that they are part of the â€Å"in-crowd†. In many cases, luxury brands are tapping into the â€Å"aspirational† buyer market; luxury brands are offering products at different price points in the hope that sometime during the customers’ lifetime they will trade up to their more exclusive ranges. However, the risk of ‘democratising’ the brand is that they may lose their aura of exclusivity – as it can be obtained by anyone. Gucci, Louis Vuitton and Vertu rely on the imagery of their products to appeal to the high-end market. The prestigious pricing of their products creates a high quality image and positions the goods in the mind of the consumer as a status symbol. The success of Gucci, Louis Vuitton and Vertu can be attributed to quality of service, brand image, retail environment, management structure and above all their ability to combine these factors to create an exclusive experience. We will now take a closer look at how these companies became what they are today, while focusing on unique product features and image, their brand imagery, retail environments and channels of distribution. Gucci Gucci has experienced many changes since it opened its first luggage company in Florence in 1921. At first, it mainly sold only luxury leather goods. Within a few years the store became popular among international and affluent clientele. By the 1950’s Gucci’s global presence was established with its first store in the US in New York. By the 1970’s stores were opened in London, Paris, Palm Beach, Hong Kong and Tokyo. It has become a truly global luxury brand. Today, Gucci has over 415 stores worldwide and in 2008 alone, reported sales of  £3.4 billion (an increase of 5.5% on the previous year). Gucci was also ranked number 41 in the Interbrand ‘Best Global Brand’Survey 2009. The high fashion industry is notoriously competitive with rivals such as Hermes, Dior, Chanel, and Prada, all vying for a slice of the action. This increased competition has resulted in the Gucci group becoming a multi-brand company, which consists of several well known brands, such as Alexander McQueen, Stella McCartney and Yves Saint Laurent. While the Gucci brand represents the core business of the Gucci Group (accounting for 65% of total revenue), the Gucci Empire now consists of eleven leading brands and the channel of distribution differs for each. For example, Yves Saint Laurent uses not only directly operated stores but also points of sale in leading  department stores mainly based in Europe to reach a wider range of customers. A major influence on the success of Gucci in the 90’s can be attributed to the appointment of leading designer Tom Ford. He joined Gucci in 1990 as the company’s Womenswear Designer and became Creative Director of Gucci. With Tom Ford’s vision, Gucci’s image was reinvented. He was responsible for product lines, store image and store design. In March 1995, Tom Ford’s first collection caught the attention of the press by utilising sex and glamour. Within a year of Tom Ford’s launch of his new collection, Gucci’s profits rose by 90% and the company is now worth nearly $500 million. However, Ford vacated his position in the Gucci Group in 2004 due to issues of control in the renewal of contracts, issues which could not be resolved between the two parties. 32-year-old Frida Giannini, who originally joined Gucci in 2002 as Handbag Design Director now serves as Creative Director for the entire Gucci brand and to date she served the company well, transforming Gucci classics into modern, successful designs. In addition to the role she plays in the creation of new Gucci products, Giannini immerses herself in other aspects of the business; she has taken an active role in developing new design concepts for Gucci stores, as well as taking responsibility for the creative direction of all advertising campaigns. She has also been responsible for the brand’s increased use of celebrities to promote the brand, including Drew Barrymore and Clare Danes for their jewellery campaigns and singers Rihanna and Madonna for their Unicef initiatives. So what is the key to Gucci’s success? The essence of Gucci is its exclusivity. The brand portrays a sexy and vibrant image, which is communicated through their designs, fashion shows and advertising. The importance of the Gucci brand’s positioning is that it is distinctive and has an aura of exclusivity amongst its target audience. The image and aura of prestige surrounding Gucci gives added value to their products. This is created through advertising, innovative designers and the whole experience of buying Gucci. Gucci uses controversial advertising such  as the promotion of their perfume ‘Opium’ with a naked image of Sophie Dahl. This caused uproar in Britain and was banned by the advertising standards, as it accounted for a third of all complaints about poster adverts. However this campaign managed to win advertising awards throughout Europe. Gucci’s advertisement in Vogue also created controversy with an image of a woman with the letter ‘G’ imprinted in her pubic hair. These illustrations helped gain media coverage for the campaigns and boosted brand awareness. Typically, the Gucci brand tries to appeal to women in their 20’s or 30’s with high quality, fashionable products, and those who aspire to be part of the jet set lifestyle. This image attracts people who feel they can relate to this profile or who wish to aspire to this image. Gucci achieves this in many ways; stores are located on expensive high street locations, thus attracting affluent consumers. The window displays are provocative and the interior has a free flow layout as its visually appealing and allows consumers to browse comfortably. The dà ©cor is rich and classic to add to the atmosphere of the store. The salespeople are model-like, smartly dressed all in black and ready to assist consumers in any way. Even the security guard is suitably dressed to add to the image. The distinctive Gucci packaging concludes the experience. Gucci has directly operated stores to ensure that they retain control over their products and can build their image around these stores. About 70% of sales are done in Gucci stores alone. It is also possible to view and purchase Gucci products online, thus reaching a far greater target audience. Louis Vuitton The famous brand started out back in the 1850’s. The founder was made famous for crafting luggage for Napoleon. From theses roots the brand has become synonymous with luggage and in particular handbags. Louis Vuitton is very much the envy of the industry, recording an operating margin of 45%, whilst the industry average is only 25% for luxury accessories. The company is famous for its handbags, but also sells a range of wallets, briefcases, eyeglass cases etc. The brand is estimate to be worth approximately $19 billion. Louis Vuitton stand out from their peers through their relentless focus on product quality. All products are extensively tested to make sure that they can withstand wear and tear, and that there are no imperfections. The company has blended mechanisation and handmade craftsmanship into their products, boosting their productivity, maintaining that high level of product quality, whilst still holding onto the allure of handmade quality. All Louis Vuitton products contain the eponymous LV initials and many of the products use the brown Damier and Monogram Canvas materials, which were first used by the company in the 80’s. The company markets its products through its own stores, which allows it to control quality and pricing. In maintaining the prestige image of the Louis Vuitton brand, the company operates a pricing integrity strategy amongst its entire distribution network; a Louis Vuitton bag is never reduced in price and there are no sale periods. The company offers customised products such as personal engraving on hand luggage pieces, boosting its appeal further. Furthermore, the company sponsors elite sporting events such as yachting and motorsport events. This is in effort to match the audience of sponsorship property with the target audience of the brand itself. Like other premium brands, such as Gucci, Louis Vuitton has also turned to the use of celebrity’s to market the brand, with the likes of Madonna, Jennifer Lopez and Gisele Bundchen featuring in advertising campaigns. Over recent years, the brand has tried to modernise its image by utilising the talents of young designers and artists to rejuvenate the image of some of their products, whilst maintaining the classic designs. An example of this was the use of designer Marc Jacobs who created a limited edition handbag range with featured graffiti over the monogram pattern in 2001. Other limited editions patterns created by designers for the brand include the Monogram Multicolore range and the Cherry Blossom Range, which were only made available to VIP customers, further enhancing the exclusivity of the brand. Hermes, a key rival of Louis Vuitton, create even greater exclusivity by having a three-year waiting list before one of their bags can be obtained. These bags are handcrafted, adding to their appeal even further. The reinvention and rejuvenation of Louis Vuitton in more recent years has assisted the brand in attracting a younger target audience, thereby increasing customer base. However no one designer has eclipsed the powerful brand image of Louis Vuitton itself, unlike other design brands. Vertu Vertu is a unique luxury brand specialising in top of the range, deluxe mobile phones. Established in 2000, the Vertu brand was a big gamble for Nokia, its parent company, to take. Nokia, previously the world’s most successful mobile phone manufacturer, developed this new brand as a way of creating an exclusive luxury brand in mobile telephony. However, Nokia does not publicise the linkage between Nokia and Vertu and therefore does not gain from any brand linkages or associations. In essence, their products are jewellery-like mobile telephones. Vertu headquarters are located in the United Kingdom with several offices situated worldwide including: Paris, New York, Hong Kong and Singapore. As a new entrant to  the market, Vertu’s main focus was on creating product awareness among the elite and to create a brand that is exclusive and luxurious. Vertu utilises craftsmanship, precision engineering, high-end technology and a unique personal service dimension to create a dis tinctive luxury brand. Vertu’s concept is to make mobile phones in the same vein as prestigious watch brands such as Rolex and Patek Philippe. Mobile phones typically retail for around  £100  £400 pounds, however Vertu is aimed at the top end of the market, those who can afford to spend thousands on a mobile phone. For example, the most expensive model ever made by the brand is the Signature Cobra, which retailed at a massive â‚ ¬217,000! The most expensive ‘regular’ model made by Vertu is the Signature Diamond, at a more affordable â‚ ¬62,000. These phones are typically made using precious metals like gold, silver or platinum along with fine Italian leather for better grip and have jewelled bearings. When people buy a Vertu they are buying a badge of exclusivity, luxury and uniqueness. It was believed that if watches, pens or even wallets can be transformed into luxury brands, then why not a mobile phone. With mobile phone penetration constantly on the increase and having surpassed 100% in Europe alone, phone manufacturers need new strategies to get people to buy newer phones. Newer technology was a prime motivator in consumers buying a new phone. Vertu have taken a different approach; they want their phones to be status symbols. For a technology product, this is a first, as products lose their value very quickly, with constant technological advances offering new and improved product features. Rather than launch their new product range at technology shows, which is the industry norm, Vertu instead prefers to become associated with fashion shows, launching for example their new range during Paris fashion week. Thus this brand is aiming to create a fashion brand rather than a technology brand, in an attempt to woo people through its fashion status. A big selling point associated with these phones is the Vertu Concierge Service. Vertu Concierge provides specialised travel assistance, allowing users to access and reserve restaurants, hotels, concert tickets and much  more. Having a Vertu mobile phone allows users to access this exclusive concierge service, 24 hours a day from anywhere in the world, where they will try to assist the every whim of the user. This service is free for the first year, but you have to pay a subsequent subscription of  £500 per annum to use the service. Vertu also offers a customisation service thus truly differentiating itself and allowing the firm to earn even higher margins. Also the company offers free upgradability when new technology emerges. The company has established flagship stores in exclusive shopping districts, so that it was close to other exclusive brands, thus benefiting from a halo effect. Vertu has developed a unique buying experience by creating a â€Å"gallery-like† feel to its retail environments. In order to create this new level of luxury to mobile communication retailing, Vertu focused an enormous amount of attention onto store layout. Each display case is made from architectural glass, limestone textures and floors combined with warm lighting, ultimately enhancing the ambience of the store. Minimalist design was used in order to create the illusion of space. In keeping with the element of exclusivity, original artworks were commissioned and exhibited throughout the stores. Selections of short films are also projected in-store. By offering a first class personal service combined with extensive product knowledge, Vertu has enhanced their image of reliability and expertise. Vertu announced the opening of its flagship stores in Paris and Singapore in October 2002. It has since opened new channels of distribution, with over 600 retail outlets worldwide and 400 employees and it intends to continue to build on this. Along with their stores in Paris and Singapore, Vertu has Client Suites in London, New York, Hong Kong and Singapore and also has points of sale located in some of the world’s leading department stores and fine jewellers. The company were extremely selective when choosing suitable retail channels. They sought department stores that catered for an international client base, and who target very affluent shoppers. Stores must have a global reputation of offering quality and luxury across all product ranges and whose philosophy of high product knowledge and excellent personal service are consistent with that of Vertu’s. For example, Vertu entered into a partnership with a renowned Hong Kong jeweller, King Fook  Jewellery. The introduction of these new speciality stores has made the Vertu range of phones more accessible to its exclusive client base in Hong Kong. As a direct result of this new partnership, Vertu’s Signature Collection is now available in a range of precious metals, such as gold and platinum. To date the company has entered into a number of joint ventures such as Vertu and Goldsmiths located at Harrods in London, Trafford Centre in Manchester, and Bluewater, Kent. This partnership was established to gain greater market share in the UK marketplace. Vertu phones are also available to purchase through their website. With the aid of this distribution channel, customers can now personalise their mobile phone to their own individual tastes Conclusion In order to retain product exclusivity it is clear that you need to provide an excellent product and exceptional service experience, as this creates an emotional attachment between the customer and the brand. Gucci, Louis Vuitton and Vertu have made this experience possible through their distinct products and services, their prestigious pricing (thus indicating their superb quality), their exclusive retail environment and their selective channels of distribution. Maintaining that fashion status and aura of exclusivity is of primary concern to these exclusive luxury brands. For example, the fashion brand Burberry has now become synonymous with the infamous â€Å"chav† subculture in Britain. This once fashion icon brand of the country elite has now be adopted as the brand of choice for thousands of working class Britons, devaluing the brand amongst the fashion elite. The emergence of the so-called â€Å"chav† subculture has garnered the Burberry brand unwanted press coverage. The Ben Sherman brand also fought hard to overcome its association with ‘yob’ culture; similarly Doc Martins were associated with skinheads. By extending their brands to items such as baseball caps, perfumes etc. it can diminish the exclusiveness of a label, sacrificing the brand equity for increased revenue. It is evident that Gucci, Louis Vuitton and Vertu use different promotional  strategies. For instance, Gucci incorporates controversial issues into their marketing strategy to promote brand imagery, Louis Vuitton utilises celebrity endorsements, whereas Vertu concentrates on the benefits and quality of product features. However, all brands are consistent when it comes to retail environment and channels of distribution. The store design and layout plays a crucial role in creating an image of exclusivity to appeal to the high-end market. It is essential to have alignment of the prospective target market expectations of a store offering and the identity that the brand wants to communicate. Companies targeting the high-end market must create the illusion of exclusivity, while generating a seductive atmosphere, appealing to the senses. Once blended together, these elements will help form a pleasurable and distinctive experience that will differentiate your product line from that of your competitors. Gucci, Louis Vuitton and Vertu use exclusive channels of distribution to ensure greater control. This control enables them to exercise greater flexibility on their product ranges and the ability to adjust to the changing market efficiently. This adds to the image of exclusivity and quality of the products. Therefore it can be concluded that in order for a product to develop and retain its exclusivity, marketers must create an overall experience that appeals to and attracts the high-end market.

Candle Making Essay -- essays research papers

How to Make a Candle Candles can add that special touch to any house. They can add to a romantic night. They can brighten a house up. They can also add personality into any home. Whatever the case may be, candles are great for everyday use. So why not make your own? Candles can get to be quite costly, but by making your own you are cutting down the price to a bare minimum. You may even find that you have most of the supplies that you need right at home. By making your own candle you can also create your own style making it more meaningful to you. Before you begin, it’s a good idea to cover your workspace with newspaper. This should prevent wax hardening on the surface that you are working on. Make sure that you have all your materials. You will need one pound of paraffin which can be found at most craft stores, vegetable oil, a medium sized cooking pot, an empty coffee can, an old spoon, a clean sturdy container, and store-bought pre-dipped wicks. To add personality to your candle you may also want to include crayons, glitter, fragrant oils, etc. To begin you must prepare a mold. I’ve found that many materials around the house serve as excellent molds such as empty orange juice containers, paper cups, toilet paper rolls, and drink containers. Always make sure that the mouth is the same size if not wider that the base, allowing your candle to slide out easily. You don’t want your mold to have any ridges such as in a soup can. Oil the inside of your mold for easier removal ...

Cjus 230 Final Paper

The Effects of Family Structure and Values on Juvenile Delinquency Christina M. Bracey 201240 Fall 2012 CJUS 230-B02 LUO Professor DeBoer Liberty University Online October 12, 2012 Abstract The changes in family values and structure in the United States has helped contribute to juvenile delinquency today. Society needs to recognize problems within the home before trying to find solutions to problems for todays at risk youth in America. Major structural changes inside of the home could adversely affect the raising of juveniles leading to delinquency.Some of the issues I will discuss in my paper are divorce, child abuse, mothers working outside of the home, and single-parent homes. Ineffectively raising a child can cause low self-control and low self-esteem while increasing the risks of delinquency as well. I will argue that with proper supervision, counseling, and monitoring of the behavior of the juvenile, it is possible that society can help eliminate some of the crimes committed by juvenile delinquents. Thesis The changes in family values and structure in the United States has helped contribute to juvenile delinquency today IntroductionFamily Structure has changed noticeably in the United States over the past several decades. It refers to various family characteristics that affect relationships and how families function. These characteristics include family size, family disruption, and birth order. High rates of divorce, single-parent housing, the spreading of non-parent families and step-families, and the propagation of cohabitation now delineate in American family life. Changes in family structure can be devastating to a child’s well-being, and have the potential to contribute to juvenile delinquency.The Family and Delinquency Widespread agreement among social scientists and the general public lead experts to believe that family plays a key role in child development and socialization. There are two sides however to families; the first being a place w here members love, care and provide for one another promoting healthy human growth. The second side reveals conflict, a lack of support, and violence. Families are extremely influenced by the political and economic context within which they operate (Elrod & Ryder, 1999, p. 53).A family’s place within the political and economic structure is important because such placement determines the family’s admittance to connections with other institutions. These institutions can consist of school, work, church and voluntary associations. Also, such institutions can be useful resources for the family and can promote access to other resources. The family not only determines the economic status within which the juveniles live, but is also the primary molder of a child’s personality, values, and behavior (Elrod & Ryder, 1999, p. 54).A variety of criminological theories assume that family plays a significant role in the prevention of delinquent behavior (Elrod & Ryder, 1999, p. 54). Family Size and Delinquency Larger families tend to produce more juvenile delinquents than smaller families. Being a middle child is also more predictive of delinquency than being either the youngest or eldest (Green & Gabbidon, 2009, p. 283). One common explanation for this issue is a straining of resources in larger families and the inability to provide appropriate parental supervision.Green & Gabbidon (2009) suggest that middle children are more likely to be present during the times of strain; older children leave the home first and younger children remain when there is not as much demand for parental resources (p. 283). Exposure to Violence, Abuse, or Neglect Most studies find links between exposure to violence or abuse and later possibly offending (Green & Gabbidon, 2009, p. 282). Exposure to marital violence during childhood has been notably associated with committing marital violence as an adult. An estimated 30% of abused parents abuse their children—a rate of 1 5 times higher than non-abused parents† (Green & Gabbidon, 2009, p. 282). Women that were physically abused during childhood are more likely to experience domestic violence as adults. Abused mothers that did not abuse their children tend to have had a non-abusive adult in their childhood or had a stable relationship pattern as an adult. Children that were sexually abused are more likely to succumb to delinquency, suicidal ideation, and prostitution (Green & Gabbidon, 1999, p. 82). Exposure to Poverty Poverty has been linked to crime for many years. Approximately 18% of children under the age of 18 live in poverty (Green & Gabbidon, 2009, p. 283). Juveniles that grow up poor have a number of negative life outcomes, including delinquency. The impact of socioeconomic status suggests that economic strain plays an important role likely because increased stress decreases effective parenting, a situation that leads to delinquency in children (Green & Gabbidon, 2009, p. 283). Impact o f Community on Juvenile DelinquencyResearch throughout neighborhoods has produced significant results on determining the impact of a community on juvenile (Green & Gabbidon, 2009, p. 283). Collective socialization has a beneficial impact on the rate of delinquency among these youth. An extensive study of African American families showed that children who lived in a community high in collective socialization were less likely to associate with delinquent peers even when controlling for other important factors (Green & Gabbidon, 2009, p. 283). Theoretical Reasoning to Understanding Delinquent BehaviorThere are many theories that focus on families being the central reasoning behind juvenile crimes. Generally, families are considered to be the primary factors in socialization. The impact of family in juvenile delinquency has been theorized and investigated for many decades being that crime commonly runs in families. Parental criminality is one of the most vigorous and most consistent con jectures of a child's delinquency (Greene ; Gabbidon, 2009, p. 281). Biological Theory â€Å"The so-called traditional family, with a male breadwinner and a female who cares for the home, is a thing of the past† (Siegel, Welsh, ; Senna, 2003, p. 94). This particular type of family structure can no longer be considered normal. Sex role changes have created a family in which the mother now plays a greater role in society and the economic process. The number of households that have children living with both parents has substantially declined. â€Å"Early social science researchers asserted that the â€Å"broken home† was the single most important factor in understanding delinquency† (Burfeind ; Bartusch, 2011, p. 185). Less than half of the children born today will live continuously with their mother and father throughout their childhood.A disturbed home environment is believed to have a significant impact on delinquency. Family is the contributing unit towards chi ldren’s values and attitudes that mark the paths throughout their lives. According to Seigel, Welsh, and Senna (2003), children who have witnessed a family breakup are more likely to exhibit behavioral problems and hyperactivity than those of intact families (p. 196). Often times, family disruptions are correlated with hostility, conflict, and attachment. Children whose parents divorced are thought to have less supervision and a greater risk of falling for peer pressure.Past research examined the effect of family structure on delinquency by comparing single-father, single-mother, two-biological-parent families, and stepfamilies (Burfeind ; Bartusch, 2011, p. 185). The highest levels of delinquency were found in single-father families and the lowest levels being in two-biological-parent families, while single-mother families and stepfamilies were in the middle. â€Å"The absence of a parent was associated with lower levels of involvement, supervision, monitoring, and closenes s† (Burfeind ; Bartusch, 2011, p. 185).Parental absence undermines direct and indirect control leading to higher levels of delinquency among youth living in single-parent families as compared to two-parent families. Not all marriages end and divorce; some continue to live in an atmosphere of conflict (Siegel, Welsh, ; Senna, 2003, p. 198). This conflict is known as intrafamily conflict and it common in many American families today. Studies have shown that children growing up in dysfunctional homes and witness disorder or violence, later display behavioral problems and emotional issues (Siegel, Welsh, ; Senna, 2003, p. 98). Pre-existing family problems can cause delinquency; however, it may also claim that children who act out put a sizable amount of stress on a family. Psychological Explanations â€Å"Many scholars, policymakers, and laypersons have argued that there are individual differences in intelligence, personality, or other factors that not only separate delinquents f rom all other youths but that are, directly or indirectly, the causes of their delinquency† (Shoemaker, 2010, p. 61).The earliest attempts in isolating the psychological or mental conditions of delinquent behavior, was the development of the concepts of moral insanity. It has been proposed that delinquents and criminals that were deficient in basic moral skills inherited this condition (Shoemaker, 2010, p. 61). According to psychologists, many delinquents have poor home lives, destructive relationships with friends, neighbors, teachers, and others in authoritative positions (Siegel, Welsh, ; Senna, 2003, p. 83). The relationships that these youth have with these individuals symbolize a disturbed personality structure.A youth’s personality is defined by negative and antisocial behavior characteristics, and since delinquent behavior occurs in every race, ethnic group, and socioeconomic group, psychologists believe it is a function of emotional and mental disturbances. Man y delinquents do not demonstrate notable psychological issues; however enough do give clinicians a strong influence on delinquency theory (Siegel, Walsh ; Senna, 2010, p. 84). Psychology is a diversified and complex discipline in which more than one psychological perspective exists.The three prominent psychological perspectives on delinquency are psychodynamic, the behavioral, and the cognitive (Siegel, Walsh, ; Senna, 2010, p. 84). The psychodynamic theory suggests that law violations are a product of an abnormal personality that formed early on in life. This personality controls human behavior choices. â€Å"The basis of the psychodynamic theory is the assumption that human behavior is controlled by unconscious mental processes developed early in childhood† (Siegel, Walsh, ; Senna, 2010, p. 84). Behavioral psychologists believe that a person’s personality is learned through life experiences with others.Behavior is initially triggered by a stimulus or change in oneâ⠂¬â„¢s environment. If a certain behavior is rewarded by positive reactions, that behavior will continue and eventually be learned. The cognitive theory allows psychologists to focus on mental processes and the way people mentally represent the world around them including how they solve issues (Siegel, Walsh, ; Senna, 2010, p. 84). During the decision making process people engage in a series of cognitive thoughts. First, they encipher information so that it can be interpreted. Then they search for a response and decide what the most appropriate action is to take.Finally, they act on the decision that they made (Siegel, Walsh, ; Senna, 2010, p. 89). It is suggested that using this approach, juveniles will be better conditioned to make appropriate judgments. Social Disorganization Delinquency that is primarily the result of a breakdown of institutional controls is known as social disorganization. â€Å"The individuals who live in such situations are not necessarily themselves persona lly disoriented; instead, they are viewed as responding â€Å"naturally† to disorganized environmental conditions† (Shoemaker, 2010, p. 101).Social disorganization is associated with a lengthy list of collateral social problems, residential instability, ethnic/racial conflict, and family disruption (Siegel, Walsh, ; Senna, 2010, p. 110). Social Control Theories attempt to find factors that contribute to an individual becoming deviant. Hirschi’s Theory states, â€Å"Delinquent acts result when an individual’s bond to society is weakened or broken† (Whitehead ; Lab, 1999, p. 93). An underlying presumption is that behavior is controlled by the connections a person has to the conventional social order.Deviance is exposed when the level of control over an individual diminishes to where that person is free to choose prohibited activities. Hirschi explains four outlines of bonds: attachment, commitment, involvement, and belief (Whitehead ; Lab, 1999, p. 94 ). A bond is fundamentally a result of socialization that takes place during childhood. The first bond, attachment, is the failure to care about what others think about the individual’s behavior and views. The second bond, commitment, demonstrates the individual’s ability to work towards acceptable goals.The third bond, involvement, uses the individual’s energy and time in socially acceptable behaviors. The fourth bond, belief, opens doors for the individual for deviant and delinquent behavior. Later in Hirschi’s career, he proposed that single parenting may be just as effective as dual parenting (Leiber, Mack, ; Featherstone, 2008, p. 4). Hirschi’s Theory tried to explain why an individual is deviant and how they became the way they are. Poor socialization is the easiest explanation; however, the theory fails to prove how this happens. The relative impact of the four elements of bond is left unexplained.Drift Theory Episodic Deviance is another ar ea of concern. Youths tend to sway between delinquent and conventional behavior. Using the control theory, this drift between the two cannot be explained when an individual chooses to commit a deviance. Such drifts can only be explained by suggesting that the bond is strengthened and weakened easily and more often than none. According to Whitehead ; Lab, 1999, â€Å"A final concern is that the theory assumes all bonding is to conventional, nondeviant lifestyles† (p. 95). It is possible that the juvenile is being raised in a household with parents that are deviant.The theory suggests that a juvenile in such circumstances will be bonded to deviance. Labeling Theory The Labeling Theory is the view that formal and informal reactions to delinquency can influence the attitudes and behavior of delinquents (Shoemaker, 2010, p. 259). Frank Tannenbaum introduced â€Å"dramatization of evil,† in which he suggested that officially labeling someone as a delinquent can result in the person becoming the very thing that they are labeled (Shoemaker, 2010, p. 259). A basic presumption regarding the labeling theory is that initial acts of delinquency are caused by a wide variety of factors.The primary factor in the recurrence of delinquency is the fact of having been formally labeled as a delinquent (Shoemaker. 2010, p. 260). Reiterated acts of delinquency are influenced by formal labels because they eventually alter a person’s self-image to where the person begins to identify themselves as a delinquent and act accordingly. The view of labeling aspect is that a negative self-image follows the act of delinquency rather than preceding delinquency. The labeling approach is dependent on certain criteria in addition to the behavior itself.One does not have to be officially labeled a criminal or delinquent in order to label him/herself as such. Schools and Delinquency Another institution with has a profound impact on the lives of juveniles is school. School is an important institution because it provides juveniles with the academic skills to effectively participate in society (Elrod ; Ryder, 1999, p. 61). Other reasons that schools play such important roles in the lives of juveniles is it has become the primary socialization institution. It is there that children learn attitudes, values, and skills that are necessary for their future in economic and social life.Much of the interaction between parents and children revolves around school related issues (Elrod ; Ryder, 1999, p. 61). A number of factors can be related to school failure and delinquency. Students’ feelings of belonging, commitment, and attachment to school reveal these factors are related to school violence, vandalism, and delinquency (Elrod ; Ryder, 1999, p. 63). Studies have found that students that dislike their teachers are more likely to be involved in delinquency than those who feel an attachment to their teachers (Elrod ; Ryder, 1999, p. 63).Students that are less co mmitted to school and their teachers and who feel alienated are more likely to commit disruptive or delinquent behaviors in and out of school. Many students drop out of school and believe this is a solution to the problems they have faced in school. Dropping out of school has numerous negative consequences for the juvenile. They face less job prospects and many times experience difficulty meeting basic income needs to survive. Besides the economic effect of dropping out of school, there are also substantial psychological and social consequences (Elrod ; Ryder, 1999, p. 64).Usually, juveniles that drop out regret their decision and typically show evidence of not being satisfied with themselves and their environment. They also have lower occupational aspirations than those who graduate from school, and also have lower occupational aspirations for their children (Elrod ; Ryder, 1999, p. 64). â€Å"Compared with students who stay in school, those who drop out tend to be from low socioe conomic status groups, to be members of minority groups, and to come from homes with fewer study aids and where there are fewer opportunities for non-school-related learning† (Elrod ; Ryder, 1999, p. 4). Juveniles that drop out are also more likely to have come from single-parent households where the mother works, resulting in less parental supervision. Studies have uncovered that when juveniles drop out of school, their involvement in criminal activities tends to increase immediately (Elrod ; Ryder, 1999, p. 65). Race and Juvenile Delinquents According to Burfeind ; Bartusch (2011), â€Å"The relationship between race and involvement in delinquency is not entirely straightforward† (p. 81). Minorities are disproportionately represented in arrest statistics.African American juveniles are arrested for a disproportionate number of rapes, murders, robberies, and assaults, while white juveniles are disproportionately arrested for arsons (Siegel, Welsh, ; Senna, 2003, p. 40). The racial gap in juvenile arrest rates has broadened during the past decade with African American youths experiencing a steady increase in arrest rates. â€Å"African Americans have suffered through a long history of discrimination, which has produced last emotional scars† (Siegel, Welsh, ; Senna, 2003, p. 42). Racism is an element of daily life in the African American community.This factor alone undermines faith in political and social institutions and weakens confidence in the justice system. These acquired attitudes are supported by evidence, that in some jurisdictions, young African American males are treated more harshly than members of any other ethnic group. Differences in racial crime rates may also be tied to frustration over perceived racism, discrimination, and economic disparity (Siegel, Welsh, ; Senna, 2003, p. 42). Gender and Delinquency Official arrest statistics point to males being significantly more criminal than females.However, the arrests of female deli nquents in recent years have been increasing faster than those for males. â€Å"Between 1990 and 2000, the number of arrests of male delinquents actually decreased by about 3 percent, whereas the number of female delinquents arrested increased about 25 percent† (Siegel, Welsh, ; Senna, 2003, p. 40). Age and Delinquency As juvenile offenders mature, their offending rates decline (Siegel, Welsh, ; Senna, 2003, p. 43). Regardless of sex, race, social class, or intelligence, people commit less crime as they age.The aging-out process is referred to as spontaneous remission. According to this process, even the most continuing juvenile offenders will commit less crime as they age. There are a number of reasons as to why the aging-out process occurs. First of all growing older means that the offenders have to face the future. Secondly, with maturity comes the ability to resist the temptation to commit crimes as a quick fix solution. Some juveniles may turn to crime as a way to solve loneliness, problems with adolescence, frustration, and the fear of being rejected by peers (Siegel, Welsh, ; Senna, 2003, p. 44).As the juvenile matures, more options become available to help solve these problems. Personalities can also change with age. Youth that were more rebellious as youngsters, may eventually develop increased self-control and be able to resist delinquent behaviors. Young adults become more aware of the risks and consequences that accompany crime. â€Å"As adults, they are no longer protected by the kindly arms of the juvenile justice system† (Siegel, Welsh, ; Senna, 2003, p. 44). Early Efforts at Diversion â€Å"Efforts to divert children from normal criminal justice processing have a long history† (Elrod ; Ryder, 1999, p. 60). The development of routine diversion strategies and specialized diversion programs has significantly increased during the past twenty years. In order to regulate the number of diversionary responses available to communiti es, the commission proposed the establishment of youth services bureaus (Elrod ; Ryder, 1999, p. 161). The bureaus were intended to assist existing community agencies that dealt with juveniles in coordinating programs and services for both delinquent and non-delinquent youth (Elrod ; Ryder, 1999, p. 161).They were also intended to serve as an alternative to juvenile court processing, allowing hundreds of thousands of juveniles to be diverted from the formal juvenile justice process each year (Elrod ; Ryder, 1999, p. 161). The Effectiveness of Diversion Diversion Strategies and Programs uphold that such programs decrease the number of juveniles involved in the formal juvenile justice process (Elrod ; Ryder, 1999, p. 173). These programs are believed to reduce offending youths who receive diversionary treatment, minimize formal intervention, and are more cost-effective that formal processing (Elrod ; Ryder, 1999, p. 73). However, some evaluation studies have found that they fall short of their goals often. Some evaluation studies indicate that diversion programs can reduce recidivism or are at least as effective as formal processing (Elrod ; Ryder, 1999, p. 173). It is possible that diversion programs may deny juveniles due process. Diversion may be compulsive and consist of intrusive interventions, and possibly, the youth’s family may be required to participate. Coercion is problematic and all levels of the juvenile justice process (Elrod ; Ryder, 1999, p. 173).Research on diversion, in sum, has produced mixed results (Elrod ; Ryder, 1999, p. 174). â€Å"There are a number of problems that have been associated with diversion programs, but despite these problems diversion appears to have some merit† (Elrod ; Ryder, 1999, p. 174). Decriminalization Societal Reaction advocates point out that the criminalization of some behaviors often produces more harm than it does good. Behaviors such as running away and not attending school are objectionable in ma ny cases, but treating them as crimes does not always benefit the juvenile (Elrod ; Ryder, 1999, p. 65). Treating truants and runaways as juvenile offenders is expensive and ineffective. As a result, the societal reaction theorists leaned more towards the deinstitutionalization of status offenses (Elrod ; Ryder, 1999, p. 165). Prevention and Intervention With the important role family’s play in the socialization of children, several programs have been implemented to prevent family contribution to delinquency or to intervene once a problem has been realized (Siegel, Welsh, ; Senna, 2003, p. 42).Years of program evaluations have produced a number of effective family-based prevention programs such as parent training on appropriate and effective child-rearing (Siegel, Welsh, ; Senna, 2003, p. 42). Conclusion According to the research conducted, family impact is wrong: parental absence is not importantly related to juvenile delinquency. Family interactions have greater influence o n delinquency. Children reared by competent, affectionate parents who avoid using physical forms of punishment are unlikely to commit serious crimes either as juveniles or as adults.On the other hand, children reared by parents who neglect or reject them are likely to be greatly influenced by their community environments, which may offer opportunities and encouragement for criminal behavior. Bibliography Shoemaker, Donald J. (2010). Theories of Delinquency: An Examination of Explanations of Delinquent Behavior 6th Edition. Whitehead, John T. , ; Lab, Steven P. (1998). Juvenile Justice: An Introduction 3rd Edition. Seigel, Larry J. , Welsh, Brandon C. , ; Senna, Joseph J. (2002). Juvenile Delinquency: Theory, Practice, and LawGreen, Helen Taylor, ; Gabbidon, Shaun L. (2009) Family and Delinquency: Encyclopedia of Race and Crime. Spohn, Ryan E. , ; Kurtz, Don L. (2011). Family Structure as a Social Context for Family Conflict: Unjust Strain and Serious Delinquency. Schroeder, Ryan D. , Osgood, Aurea K. , ; Oghia, Michael J. (2010). Family Transitions and Juvenile Justice. Elrod, Preston, ; Ryder, Scott A. (2005). Juvenile Justice: A Social, Historical, and Legal Perspective 2nd Edition. Burfiend, James W. , ; Bartusch, Dawn Jeglum. 2010). Juvenile Delinquency: An Integrated Approach, Second Edition Kierkus, Christopher A. , ; Baer, Douglas. (2003). Does the Relationship Between Family Structure and Delinquency Vary According to Circumstances? An Investigation of Interaction Effects 1. Canadian Journal if Criminology and Criminal Justice (405-429). Leiber, Michael J. , Mack, Kristin Y. , ; Featherstone, Richard A. (2008). Family Structure, Family Processes, Economics, and Delinquency: Similarities and Differences by Race and Ethnicity.

Informative Speech Essay example - 1230 Words

Chelsea McMillen’s Persuasive Speech Outline General Purpose: To persuade my audience Specific Purpose: To persuade my audience into being in favor of distributing contraceptives (condoms, birth control pills, spermicides, etc.) in high schools. Thesis statement: In order to explain why contraceptives are becoming such a necessity in schools today, I will share how teen parenthood is being glorified, reasons for such an increase in teenage pregnancies, and how effective distributing contraceptives would be. INTRODUCTION I. Attention getter: (show slide of pregnant girls) How many of you have ever seen television shows like â€Å"16 and Pregnant†, â€Å"Teen Mom†, or â€Å"The Secret Life of an American Teenager†? II.†¦show more content†¦2. Since then, pregnancy rates have risen 3 percent. C. Children and teenagers are having sex and getting pregnant before they truly know how to prevent it. A shift needs to be made from this â€Å"abstinence only† phase to a more preventative attitude. Our president agrees. 1. In the FoxNews.com article I read that the Obama administrations 2010 budget eliminated spending for abstinence-only programs, shifting funds to pregnancy prevention education that include abstinence as well as medically accurate and age-appropriate information. 2. According to the Reproductive Rights Blog, the $114.5 million teen pregnancy prevention project signed into law by President Obama in December 2009 establishes a major turning point in U.S. sex education policy, according to a new analysis published in the Winter 2010 issue of the Guttmacher Policy Review. The project replaces many of the most firm and ineffective abstinence-only programs, which by law were required to have nonmarital abstinence promotion as their â€Å"exclusive purpose† and were prohibited from discussing the benefits of contraception. Transition: Third, I want to explain how effective distributing contraceptives would be. III. Unfortunately, we live in a society where kids are having sex. It’s unpleasant to think about, but it’s true. A. Whether adults want them to or not, if they want to have sex, they’re going to do it. 1. Properly informing young people would help them toShow MoreRelatedInformative Speech Essay855 Words   |  4 Pagestype of speech would the speaker choose. Well chapter 13 contents the creative process for informative speaking. What informative speaking is how to choose a focused informative topic, how to conduct a research and informative outline? The chapter also contains how to organize the body, introduction, and conclusion of the informative speech. Lastly chapter 13 contents explain how to prepare to present the speech and evaluate and informative speech. In order to make a well informative speech the speakerRead MoreInformative Speech912 Words   |  4 Pagesï » ¿Informative Speech: The Causes of Homelessness Subject and Purpose 1. 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