Essay on Advertising Changes Social Values - 2446 Words

Change is imminent. As resistant as people may be to alter their patterns everything changes over time, especially social values. Whether it be new technology, changes in the economy, or new understandings, values never stay the same. Nothing reflects these values more than advertising and trying to appeal to the peoples need to â€Å"fit in† with the values of society. Since the beginning of advertising the sellers are trying to find ways to make the consumers buy into their goods or services and there is no better way than to reflect on how people’s attitudes and beliefs are focused. Changing social values are always reflected in advertising for consumer products. As social values change so too does the approach that advertisers take†¦show more content†¦The shift that we are seeing due to the recession is that companies are starting to offer more information on their services in order to help the consumer make a better decision for themselves, rather th an say putting a cute little baby on TV because they think people will be more likely to buy from them because of that. One article states Consumers often make financial choices that are not necessarily good for them. Errors in choices arise from certain financial biases, emotion, incomplete information, and limited understanding. Consumers are often skeptical of advertising whose claims are difficult and complex to understand. They rather prefer advertising that assists them in their economic decision-making. Consumers are accountable for responsibly using financial products and those who get in over their heads must find a way to manage fiscal responsibilities. Financial services organizations should provide their consumers with information about the consequences of inappropriate financial management(Changing 2011). In a study done by Taejun Lee, Ronald Taylor, and Wonjun Chung, advertising strategies were studied to see how they will be affected due to an economic crisis. According to Lee (2011), â€Å"The Great Depression revealed that successful companies did adjustShow MoreRelatedAdvertisement And Culture Of The Media1658 Words   |  7 Pagesadvertisement and pictures in the media is certainly creating a unique mental space in the mind of social capitals. As far as the advertising and their social influence are concern, the understanding of cultural differences is often considered a prerequisite for successful international advertising (Keegan, 2008) because consumers grow up in a particular culture and become aligned with that culture s value system as well as beliefs and perception processes. 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Panorama Supporting In Impaired Individuals -Myassignmenthelp.Com

Question: Discuss About The Panorama Supporting In Impaired Individuals? Answer: Introducation It can be very much difficult for a sighted person to take into accounting and imagine how much it is difficult for blind and visually impaired person to use a computer. In order for them to use software and applications there can be different technics, which can be incorporated. A screen reader in this concept can be considered an essential software for the blind and visually impaired person. This concept is achieved by putting a screen reader, which transmits whatever text is on the screen of the computer into a form that a visually impaired person can process. This is usually auditory, tactile or combination of both. The Serotek System access is another tool, which can be downloaded and used even outside the browser. This makes it one of the quickest way of running a computer for the blind people (Voykinska et al. 2014) The color blindness concept normally effect one of 20 users who are not able to see the website with its full beauty. Taking into consideration this type of users the images and the text may be seen a bit unrecognizable and fuzzy. There are few softwares which helps in assisting this type of user. Visolve can be considered as a software that uses filters, which allow better differentiation between colors making the colors light and darker or increase in the saturation level. This enhances the usability and the accessibility of the content which is digital. Daltap is also a software that comes with many features, which are useful. The softwares naming feature gives the name of the color at the tip of the cursor, which enables the user to zoom or enlarge in the mouse area (Gelenbe and Caseau 2015). Three ways by which ICT can be used for the reduction of the carbon Footprints and contribute to Green ICT are: Limit the use of screensavers: The concept of screensaver can be used for personalizing the computer. However, it can be stated that using a screensaver provides a shield for the computer screen from the aspect of prying eyes. Taking into consideration the concern related to power saving option, it should be activated to eventually switch off the monitors if the PC remains idle for an extended period. Turning of the PCs when not in use: This can be considered an obvious recommendation, a desktop, which consist of a CRT monitor, consumes the electricity, which is equal to four bright light on full power. If both the CPU and the monitors marketing kept on for 8 hours, it can result in a monthly consumption of 58 kWh of electricity (Tidrow, Boyce and Shapiro 2017). The aspect can be reduced by turning off the PC when not in use. Monitoring of consumption: There are different type of software, which aim at the monitoring of the power consumption of the computer. They target at enterprise network environment for example NightWatchman and Joulex. There is also a social network called Welectrcity, which is a free online service that helps their member to track and reduce the electrical consumption at home (Dialameh et al. 2017) Response comparison In the aspect of the reduction of reduction of the carbon footprints most of the classmates have mainly put focus on the consumption of the electricity and how it can be reduced. In this report, the electricity is taken into consideration but also the monitoring issue, which is related to it, are also discussed. It can be more beneficial when the electricity consumption and the monitoring aspect are taken together which can be more beneficial. Building a computer on the production line of identical computers can be considered as a process. This is due to the factor that labor involvement in the process is small or restricted to one person (Ranathungage, Fernando and Perera 2017). Building a house as one of the series of identical houses all over Australia can be considered as a process because it consist of mainly one type of activity. This can be considered as a process. This is mainly due to the factor that up gradation of windows 7 to windows 10 consist of very small task which is process oriented. Upgrading all the 120 computers can be considered as a project because it would involve time and involvement of more than one human activity in order to reduce the time concept. It involves planning on how the project would be started and the work force, which has to be involved into it (Anand et al. 2017) Comparison with Classmates Most of the classmates considered the up gradation of the computer to windows 10 as a project. In this context, it can be stated that a project mainly involve more than one activity but over the concept, it is just one activity, which has to be done. So it should have been stated as a process rather than project The upgrading concept in most of the cases are stated as a process. In this context, it can be a process as well as a project as it can be considered as a single task including multiple activity or in a whole a single activity ignoring the individual activity and taking them as one process. References Anand, A., Das, S., Aggrawal, D. and Kapur, P.K., 2017. Reliability Analysis for Upgraded Software with Updates. InQuality, IT and Business Operations (pp. 323-333). Springer, Singapore. Dialameh, O., Miller, D., Blanchard, C., Dorcey, T.C. and Sudol, J.M., Nant Holdings IP LLC, 2017.Augmented Reality Panorama Supporting Visually Impaired Individuals. U.S. Patent Application 15/353,016. Gelenbe, E. and Caseau, Y., 2015. The impact of information psychology on energy consumption and carbon emissions.Ubiquity,2015(June), p.1. Ranathungage, A., Fernando, N. and Perera, S., 2017. Estimating Whole Life Cycle Carbon Emissions of Buildings: a literature review. Tidrow, R., Boyce, J. and Shapiro, J.R., 2017. Getting around the Windows Desktop.Windows 10 Anniversary Update Bible, pp.37-66. Voykinska, V., Azenkot, S., Wu, S. and Leshed, G., 2016, February. How blind people interact with visual content on social networking services. InProceedings of the 19th ACM Conference on Computer-Supported Cooperative Work Social Computing(pp. 1584-1595). ACM.

Outreach program free essay sample

To our parents, who offered us their unconditional love and support. To our teachers, who shared with us their knowledge and skills. To the children of the Pilot Elementary School, who made the Outreach Program memorable. To our school, who supported and implemented this program. And above all, to our Almighty God who has given as everything in life. PLEDGE OF LOYALTY We, the   Economics 1st year student, do hereby Solemnly pledge to be ever faithful to God, to our country and to our school. We promise to develop ourselves to be mature and genuine citizens of the country everyday in our lives. We will aspire to actualize the gift of life so that we could be of greater service to our fellowmen. In all our thoughts, decisions and actions, we will seek the glory of the Lord. So help me God. INTRODUCTION A child is a child. They want toys, gifts, surprises, foods and everything that give them satisfaction but, they need love from all people around them , love from God, and love from their family. We will write a custom essay sample on Outreach program or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page They need happiness that give way to their success and care from those people that they love. The reason why we are doing this is to give their happiness. Happiness moments that could be so memorable and unforgetable to them. In just a simple things weve done we want to see them smile nor to laugh. We want them to realize that eventhough they are a little child they can give happiness to everyone. Our personal intent here is to help them to build their courage and hope in order to face the future, the reality of life, that not all the time there is happiness, sometimes problems and stragles may occur in their lives to give strength to acheive their goals. People can search for their happiness but me, I didnt search it Im just enjoying what ive done thats why it gives happiness to me. The outreach program taught us a lot of good things: contentment with what we have, responsibility and discipline in doing tasks, humility towards those who have less, generosity to those who are in need, hopefulness to what God will give us and gratefulness towards God’s gift to us. The whole outreach experience was nothing new to me but surprisingly, every moment came as a new experience. It was enlightening moment for me, realizing what was beyond the small world that I live in. My eyes were opened to the harsh realities of life. I really learned a lot in this wonderful outreach program. And I though to myself.

Name about my name poem Essays

Name about my name poem Essays Name about my name poem Essay Name about my name poem Essay Name: Course: Lecturer: Date: Name about my name poem Ahmed I was named after my grandfather, It is the number 300, In addition, my name is of profit Mohamed’s name, It is a Muslim name and it embraces humor, As a way of defusing hatred and prompting understanding, My initials is AA, My nickname is Ace, The reason for my nickname is because, Whenever I play card, I do have at least one ace on my head, My name is Ahmed, My friends misinterprets it as Ahmed Ahmed, Just like the Arab-American comedy actor, Because I make funs, which make them laugh, My friends find it hard to hate me because am peaceful, My name is Ahmed, It means I believe in religious revolutionary, That only through Ahmed, people can seek Allah, He is the one, who brings trustworthiness that improves, Performance of Islamic religious beliefs, My name is Ahmed, The profit of Mohammed through which people seek Allah, Those who seek for help from Allah, Have no doubts on him, Because they will get peace through Mohamed, My name is Ahmed, It is like prophet Mohamed, Because through Allah, he creates peace, It is the memory of my grandfather, Who taught me to believe and have piece with others.

Leadership and Management of the Company Case Study

Leadership and Management of the Company - Case Study Example The President of the company, Gaziano, is practically a one-man-army at the top, while the experienced founder and director of the company, Rev. Whipple has not involved himself at the corporate strategy level. The reverend is passionately engrossed in research and development, which is but one of the functions of business only. Great companies are created from great business models. Prelude Corporation must understand that it is not in the lobsters business, but in the foods business. Its business model must be at par with or excel that of other food giants in the world. The company must evaluate its export opportunities, as the product can be packaged and preserved for a long time. As the local competition is intense and profit margins are low, the company needs to find niche markets for its product all over the world, in order to achieve better price realizations. At the same time, the top management must be constantly engaged in the task of assessing and identifying new growth platforms that are consistent with the company's business model. Just by milking the existing cash cow, the company is limiting its future growth potential, and leaving the field open for other competitors to seize the initiative and competitive advantage over it. Prelude Corporation is involved in a capital-intensive business. ... Size and scale of operations is critical to long-term survival in the business that Prelude Corporation is engaged in. Therefore, the company needs to develop a strong business plan and proposal, and seek out substantive equity partners in the market who are willing to invest funds in the company for the long-term, against a shareholding in the company. Once the private equity funds are successfully employed and the company's financial condition improves, the company must gear up to expand its capital base further by approaching the public equity markets, with an aim to raise funds to reduce its debt financing burdens, and to invest for its future growth plans. Raising finances at a cheaper cost, and diluting the company's equity is not a task of a faint-hearted management. It requires tremendous patience, conviction and intense persuasiveness to achieve success with private equity financiers and make them partners in your future growth. In absence of such aggressive pursuit of its financial goals, the death-knell of a company is sure to be sounded sooner or later, owing to the over-burdening of expensive debts. Human Resource Strategy and Peoples Strategy Prelude Corporation needs to differentiate itself from the rest of the unorganized lobster industry and create innovative incentive schemes to motivate its employees. The human resource strategy often differentiates a good company from a great company. Each employee, including the lowest level fisherman, of the company must be made to feel that he is a part of the family, and his needs and grievances must be attended to with sincerity. Cheap employees in the end prove to be more costly in the long run. Therefore, considering the size, scope and ambition of Prelude Corporation, it

Definition of a princess or anything else Essay

Definition of a princess or anything else - Essay Example d person just because you haven’t ever had to earn a living and even if you would have then all you would’ve done is, buy the entire Macy’s clothes collection just because to get an opportunity to look down on everybody else...’’ While it is true that I enjoy manicures, pedicures and saloon hair treatments once every forty days but it doesn’t make me a spoiled spendthrift or even a snob and it is also true that I work at the local Hospital as a certified Nurses Assistant where I’m dedicated to taking care of my patients, my patients regard me as a friendly Nurses Assistant. I am a person that enjoys helping out people in every possible way. I would do almost anything to make the lives of others better. I enjoy working for the betterment of the health care profession and that is the reason, why I have been doing it for the past twenty years and I work hard and put my best foot forward to accomplish the best for my patients. Due to my love and kindness for mankind, I’m sure that I would help anybody regardless of caste, creed and color. Therefore, I’m a kind hearted and a hard working person and not a spoiled snob. I’m from a small North Dakota town, and I made my way to Grand Forks after graduating from high school, and in order to feed my family and to save money for college I had to become a conservative person. I was earning more than any girl my age and was not only supporting my family but also saving money for college. Later I continued my education to pursue a career as a Licensed Practical Nurse. This means that I have the patience and heart to take care of other people other than myself. It also means that I have the will to devote my life for the betterment of others. For me, my patients come first and this is very different from the idea of a snob, therefore I’m hardly a cold hearted person who looks down on others. Another reason, why people usually stereotype me is because of my aristocratic looks and ice blonde hair. My good

Freud’s theory of Psychosexual Development Essay Example for Free

Freud’s theory of Psychosexual Development Essay I will begin my essay by outlining Freud’s theory of Psychosexual Development and I will then go on to evaluate how far this help us to understand a client’s presenting issue. Freud’s theory of psychosexual development begins with the belief that human beings are purely driven by biology, in the form of the libido or sexual energy. The driving force of the libido is divided into five stages, he argues, and our early experiences during childhood are responsible for the development of a healthy personality, or if any individual were to experience trauma during these stages then it would result in disruption in the child’s personal development and the child may become stuck in this stage, resulting in neurosis. This five stages of sexual libido are: The Oral Stage – from birth to about 18 months – is where the child directs all its attention to the mouth in the form of sucking, eating and drinking. If stuck in this stage the client may still like to use their mouth a lot, resulting in the client presenting with overeating, drinking, smoking or talking The Anal Stage – from about 18 months to three years – is where the child directs their attention to the elimination of waste, and of the feelings experienced by the expelling of waste. This is also the stage where the child first experiences an element of control over themselves, as to where they excrete or and indeed whether or not they excrete their waste product. The child learns that he can use his bodily functions to elicit attention from his carer by excreting on the floor rather than in the potty. Clients stuck in the anal stage may be either anally retentive or expulsive in personality. Those that are anally retentive individuals are controlling and like to have everything in order – they may suffer from OCD and have quick outbursts of anger. Anally expulsive individuals tend to be untidy and disorganised. The Phallic Stage – from about three to five years – is where children become aware of their genital regions. This is the stage where the child starts to become aware of the differences between male and female genitalia, and their energy is spent undressing themselves, and perhaps others, in order to explore these differences. It is also the stage  of manipulating the genitals and the discovery of pleasure in doing so. It is during this stage that the Oedipus conflict arises; the belief that a boy has incestuous cravings for his mother and views his father as a rival for this affection. The boy also fears his father, as his father is bigger than him in all ways including his penis. Freud argued that the boy feels castration anxiety at this stage as a result of repressed sexual desire for his mother. If the boy has the correct parenting at this stage, then the boy identifies with the father and comes to have harmless affection for the mother. The Electra complex is the female counterpart. It is based on the view that each girl wants to possess her father and replace her mother. A phallic fixation can lead to an individual with a narcissistic, homosexual, egotistical or overly sexualised personality that may lead to serial marriage, polygamy or polyandry. The phallic fixation tends to use sex to discharge emotional tension and will often have sexual relationships that are superficial and lacking in love and affection The Latency Stage – from five years to adolescence. In this stage, sexual motivated needs subside as the child focuses their attention on developing other skills needed for their survival. A child stuck in this stage may have issues forming sexual relationships and have trouble expressing themselves sexually, leaving themselves and or their partners sexually unfulfilled. The Genital Stage – from adolescence to adulthood. During the onset of adolescence, the child moves from self-love or narcissistic love to diverting this love to others. It is argued by psychotherapists that are advocates of this theory that individuals disrupted during the ‘Genital stage’ may result in sexual disorders such as fetishes and paedophilia. According to Freud, only symptoms can be modified, and not the behaviour of the client – this can be done in two ways: 1. Lessening of the intensity of the unconscious urges, by bringing them to the consciousness or by strengthening the defences against them. An example of lessening the client’s behaviour is by encouraging a client to leave a job where aggressive urges were continually being aroused by an oppressive boss. 2. Alternatively the client can act out their urges in a more acceptable and symbolic way. An example being that anal urges can be expressed through pottery, as an alternative to faecal play. Feminists would argue that Freud’s theory concentrates on male sexual development, and provides little in understanding female sexuality. Freud’s work has also  been criticised for over emphasising sex drive and little else in order to assess a client’s presenting issue. Carl Jung and Fromm, two students of Freud, agreed with this statement, but used Freud’s work to develop their own theories, which I outline below. Carl Jung (1875 -1961) believed that that the libido was not just sexual energy, but instead generalised psychic energy. The purpose of this psychic energy was to motivate the individ ual in a number of ways, including spiritually, intellectually, and creatively. It was an individual’s source for seeking pleasure as well as reducing conflict. Jung placed greater emphasis on the unconscious than Freud; he argued that the psyche was composed of three components. Firstly, he believed that the ego is conscious, because people are aware of their own thoughts, memories and emotions. The unconscious mind, Jung believed, was split into two parts (the remaining two components): The personal unconscious, which is the same as Freud’s belief, in that it consists of repressed memories. Jung explained an important feature of the personal unconscious called ‘complexes’. A complex is a collection of thoughts, feelings, attitudes and memories, which focus on a single concept. The more elements attached to the ‘complex’ the greater its influence on the individual. The second deeper level is the Collective consciousness. This level of unconscious is shared with other members of the human species, comprising of latent memories from our ancestral and evolutionary past (‘The form of the world into which a person is born is already inborn in him, as a virtual image’ Jung, 1953). Jung called the ancestral memories and images ‘archetypes’. For Jung, our primitive past becomes the basis of the human psyche, directing and influencing present behaviour. Important archetypes include: the persona, or our social mask, just like an actor in a play; Anima/Animus, or our male and female sides – this comes from living side by side with the opposite sex for centuries; the shadow, similar to Freud’s ID, comprised of our animal urges or survival and reproduction. Jung argued that the psychological development of both sexes was undermined as the development of western society has led to the devaluation of feminine qualities over the predominance of the persona, leading to insecurity. Jung agreed with Freud that a person’s past and childhood experiences determined future behaviour, but he also believed that we are shaped by our future aspirations too. Erich Fromm (1900 – 1980) differed with the Freudian  emphasis on unconscious drives. Fromm argues that a person’s drives were not purely biological – he believed that man had free choice to decide on whatever action he felt appropriate and therefore gui ded their own destiny. Fromm saw conflict arising within the individual, when they had to weigh up the freedom of choice with the fear of uncertainty, when making these decisions. As a sociologist and psychologist, his theories integrated both psychology and Marxist Historical Materialism. Fromm argued that each socioeconomic class fosters a particular character, governed by ideas and concepts that justify and maintain the socioeconomic system. Fromm believed that the unique character of human existence gives rises to eight basic needs. Firstly Unity, as human beings have lost their original oneness with nature, they need to relate in order to overcome their isolation. Secondly their relatedness with others, care, respect and knowledge. Thirdly humans need to transcend their own nature, as well as their passivity and randomness of existence, which can be accomplished either positively, by loving and creating, or negatively, through hatred and destruction. Fourthly the individual also requires a sense of rootedness or belonging, in order to gain a feeling of security, and sense of identity. Fifthly the sense of identity which is expressed non-productively as conformity to a group and productively as an individual. Sixthly is need is for orientation understanding the wor ld and our place in it. Seventhly is excitation and stimulation or actively striving for a goal rather than simply responding. Eighthly is effectiveness the need to feel accomplished. This Orientation can be achieved either through assimilation (relating to things) or socialisation (relating to people). Fromm identified several character Orientations in Western Society. Authoritarianism when an individual cannot come to terms with this freedom, he could avoid his responsibilities by withdrawing beneath the protection of someone or something else. Examples of this include God, a specific political leader of party, an institution of even one’s carer. Receptive Orientation this is common in a society which encourages exploitation of the individual, who then seeks solace in affection and related comforts, such as eating, where the individual can only take and not give. Exploitative Orientation the defence being the aggressive possession of goods, usually those of others. Examples being the plundering of goods in historical times, or in more modern times, those  nations that seek the territories and chattels of others. Productive Orientation which donates love and tolerance towards others, and an acceptance of their freedom, with the ability to use this orientation to their advantage, without harming others. Hoarding Orientation – the ‘I want – I need’ society, based on material wealth. If one owns objects, then the individual can be seen, at least in his eyes, as clever and powerful. These individuals are threatened by the outside world and cannot share. Marketing Orientation – this is people copying or being influenced by the media and advertising by wearing the latest fashions. Individual personal qualities are redundant over what looks good. The individual sees themselves as a commodity to be bought and sold. Fromm added two further states: Necrophilous character- attracted to death Biophilous character – drawn to life. According to Fromm, gaining independence from one’s parents leads to a profound sense of loneliness and isolation, which the individual attempts to escape by establishing some type of bond with society through social conformity and submission to authority. By relating both Jung and Fromm’s work to our clients, they have made us aware of the client’s wider world or heritage into which he or she is born. Jung would argue that a Muslim woman may have low self-esteem and isolate herself from others, but these presenting issues are more down to the client’s collective consciousness than their childhood. In this case, Jung helps us as therapist to understand that the client’s neurosis may not arise from bad parenting, but from something primal based upon evolution within the individual. Fromm’s Socio- economic theories also provide us with insight of the client’s wider world, and how neurosis can arise due to external economic forces that dr ive the client’s neurosis in an exploitative and materialistic society that values things over the human existence. Both would argue that it is our environment rather than biology that constrains us, in the form of society and culture. For Jung and Fromm, in order to understand the client’s presenting issue, we must also understand their culture and the way in which they relate to the economic society into which they are born. An alternative view to Freud’s psychosexual development is that of the Behaviourist approach. Behaviourists believe that what is learned can be unlearned. Skinner built upon the work  of Pavlov’s classical conditioning experiments (1927) and his use of dogs as subjects, and the Little Albert experiments of Watson and Rayner (1920). To further these experiments, Skinner (1938) designed a Puzzle box and, by using rats, he showed that by using both positive and negative reinforcements, he could change the behaviour of the rats, as their behaviour is affected by consequences. He called this Operant Conditioning to which he identified three responses: Neutral Operants: responses from the environment that neither increase nor decrease the probability of a behaviour repeated. Reinforces: responses from the environment that increase the probability of a behaviour being repeated – this can be ether positive or negative Punishers: Responses from the environment that decrease the probability of a behaviour being repeated. Punishment weakens behaviour. Skinner concluded that there was a Law of Effect, and that by using reinforcement, behaviour tends to be repeated, while behaviour which is not reinforced tends to die out. As human beings, we often respond to verbal Operants by taking advice, listening to the warnings of others and by obeying given rules and laws. This helps us understand the development of children, as the feelings associated with behaviour are controlled by conditioning. If the child has been positively rewarded, then the child is more likely to repeat those behaviours happily and willingly, feeling that they are doing what they want to be doing. If on the other hand the child avoids these behaviours due to negative reinforcement, they will be inclined to feel that their freedoms are being repressed, resulting in feelings of negativity, which could led to depression or anxiety. The work of Skinner, Pavlov, Watson and Rayner has led to the development of different treatments, such as C ognitive behavioural therapy and talking therapy that will help you manage your problems by changing the way you think and behave, commonly used to treat anxiety, depression and phobias but can be useful for other mental and physical health problems. In conclusion, Freud’s work on psychosexual development does help us in part to understand a client’s presenting issue, by understanding that their behaviour may very well stem from how their parents handled the child’s psychosexual development. By accepting this assertion, it also helps us to understand that what we, as society, view as very disturbing or deviant behaviour can arise from childhood trauma. This allows the therapist, and society, to be more  compassionate to such clients. An example of this is that Freud stated that homosexuality is neither a sinful nor a criminal act, but rather a condition that arose from childhood biological and psychological factors, and was just a ‘variation of the sexual function’, and because of this is could not be treated by punishment or therapy, but should just be accepted. Freud’s work, as already discussed, is limited in understanding the client’s total world, however we must understand th at Freud’s work was the first of its kind in understanding human psychological development, and was written at a time when most adults probably were sexually repressed, as well as viewing homosexuality as sinful. The later work of others, including Jung and Fromm, built upon his work, to help us understand the client’s presenting issue in a wider context. They widened our worldly view of the client by demonstrating how neurosis of the individual may also arise due to internal factors of the collective consciousness, arising from cultural and social heritage, or by external factors, such as how the client relates to the economic environment into which they are born. The work of the behaviourists also helps us to understand that any negative social conditioning also plays its part in understanding the client’s presenting issue. As a final note, we must remember that it is the job of the therapist to use the work of others as a tool to understanding the client’s own world in order to get enough understanding of the client’s perspective in relation to their own presenting issue. This understanding helps facilitate the client in coming to their own conclusions as to how best to tackle their own presenting issue, either by managing their condition from the Freudian perspective, or helping them change their own perspective and/or behaviour, as argued by the behaviourists. Bibliography What Freud Really Said – David Stafford-Clark (1996) 1935 – Freud’s letter response to a mother asking him to treat her homosexual son. (1935) Handbook of Individual Therapy – Edited by Windy Dryden (1990) Counselling for Toads – Robert De Board (1998) McLeod, S.A (2008)