Product positioning Essay Example for Free

Product positioning Essay What do you do? Keep in mind that the question has to be answered from the customers point of view and clearly state what the product does for the customer. Customers develop opinions about companies and products, and the positioning of each in the mind of the customer always occurs in relation to the competition or the customers other alternatives (which may include doing nothing). While marketing communications play a part in developing the desired position, its worth noting that in reality customers make up their minds based on a wider range f factors, including packaging, pricing, product performance, references and media recommendations. Positioning fundamentals: Positioning is the single greatest influence on a customers buying decision. Each customer evaluates products in the market according to their mental map of the market. Positioning exists in customers minds, not in positioning statements. People do not easily or willingly change their minds about a products positioning. Positioning must first demonstrate a products relevance, using supportable, credible, nd factual terms. Making the product easier to buy through effective positioning makes the product easier to sell. Mapping the market Mapping the market involves identifying and staking out the most relevant customer segments. It enables you to establish and potentially control how your product is viewed in terms of benefit and differentiation. Benefit: The advantage conveyed by the product to the target customer based on his compelling reason to buy. makes you unique in the marketplace, at the same time bearing relevance to the Positioning template The positioning template can help you to express the fundamental value proposition that your product provides to a target customer and the market. It must identify the: target customer or market compelling reason to buy products placement within a new or existing category key benefit that directly addresses the compelling reason to buy primary alternative source (i. e. , competitor) of the same benefit key difference or point of differentiation Positioning statement The positioning template enables you to create a positioning statement, which xplains who you are, what you offer, whom it is for, and why it is important and compelling. The positioning statement should meet several key criteria: It effectively identifies the target customer or segment, and makes the situation clear and understandable. It makes your claim (and related benefit) concise, singular and compelling, and supports it by credible evidence. It makes the differentiation statement concise, singular, compelling, and supportable, and it reflects the target customers attributes and environment. It passes the elevator test (i. . , it can be explained in a few words). Using the template, a positioning statement can be structured like this: For (target customer or market) Who (have a compelling reason to buy) Our product is a (products placement within a new or existing category). That provides (key benefit that directly addresses the compelling reason to buy) Unlike (primary alternative source (i. e. , competitor) of the same benefit) Our product (key difference or point of differentiation in relation to the specific target customer) Positioning and market type In a new market, you must define the market and your companys place within it. This involves positioning your company to visionary buyers as a thought leader within an emerging, highly promising market category. You must also demonstrate your products benefit or competitive advantage against existing products and the status quo. In an existing market, the positioning changes. Here, it must demonstrate to credible and comprehensive option for the customers needs. In order to achieve the desired positioning, your communication must clearly articulate your unique points of differentiation.

Post Traumatic Stress Disorder (PTSD) Causes and Effects

Post Traumatic Stress Disorder (PTSD) Causes and Effects Post Traumatic Stress Disorder, also known as PTSD, is one of the most widespread, costly, and least understood of the many anxiety disorders. PTSD is a neurotic condition that is linked to stressors of traumatic events. Post Traumatic Stress Disorder is normally a delayed response to the unpleasant effects of extreme events of a catastrophic nature (Rumyantseva Stepanov, 2008). Many people with this disorder experience a strong sensation of fear and may also feel of helpless. These feelings disturb the person’s perception of their own security (Dieperink, 2005). There has been interest for more than a century in the psychological and behavioral effects of trauma. However, the empirical research in this area is only about twenty-years old (Roy-Byrne, 2002). In this paper I will review three empirically supported articles simultaneously in effort to better describe how to diagnose this disease, manage its effects, and treat the patients. Post Traumatic Stress Disorder causes clinically significant severe emotional states in social, professional, or other important aspects of life. The diagnosis of PTSD requires the occurrence of a traumatic incident, so it is reasonable to suggest that the stressor, its duration, and its meaning should have considerable influences on the occurrence and clinical features of the long-term psychopathological response. It is important to establish the ordinary clinical features and differences of Post Traumatic Stress Disorder due to the different stressors. This is vital not only in the theoretical aspects, but also in the practical aspects (Rumyantseva Stepanov, 2008). Dieperink suggests the options to treat patients with Post Traumatic Stress Disorder could include exposure therapy, group psychotherapy, inpatient therapy, and individual therapy, among other. However, not everyone with PTSD would be a candidate for exposure therapy, although it is often considered an initial treatment for people with PTSD (Dieperink, 2005). According to Roy-Byrne, studies have not looked into the possible medications outside of benzodiazepines neuroleptics. None of the prior studies examined the differences between treatments within large mental health networks (Roy-Byrne, 2002). There have been relatively well researched studies in exposure therapy a number of medications. These studies have been found to be extremely effective in the treatment patients. However, it has been difficult to find a single therapy to be consistently successful for patients with PTSD. Dieperink says that the Food and Drug Administration has only approved two medications for the treatm ent of Post Traumatic Stress Disorder: Sertraline and Paroxetine. Selective serotonin reuptake inhibitors are considered the first-line medication for the treatment of Post Traumatic Stress Disorder. To Better understand what constitutes effective treatment for patients with PTSD, one must take the first step to determine what is being done in PTSD studies at this time (Dieperink, 2005). The following is a study regarding workers in the Chernobyl disaster that were diagnosed with Post Traumatic Stress Disorder Rumyantseva and Stepanov studied the cases of a group of sixty-six patients regarding their involvement in combat actions and working in the post-Chernobyl atomic energy station clean-up. The test used several diagnostic methods including, structured clinical interviews, clinical PTSD diagnostic scales, and Gorovits scales for the self-evaluation of traumatic events. Thirty of the subjects were involved in combat actions and the other thirty-three were clean-up workers. The mean ages of the patients were 27  ± 2.8 years for the combatants and 43.7  ± 4.5 years for the clean-up workers. Combatant patients had incomplete higher education and corresponding training for military action. Most clean-up workers had higher education, though some had some mid-level specialist education. They were observed for 5 to 6 years and again 15 to 17 years after involvement in the stress situations. After 5–6 years after Chernobyl, the combatants had rare (1–2 times per month) episode s of minimal or moderate, controllable levels of distress in situations that reminded them of the event. Emphasis was placed on the features of the stress situations in both groups. Combatants had directly experienced a fear of being killed or wounded, horror of capture, torture, and humiliation. They were involved in battle and special operations and they had witnessed the deaths of many of their peers. Most combatants spent around six months in military action zones. The result was exceeded the individual’s exceeded their ability to cope. They were confronted with constant vigilance, perceptions of a hostile environment, and the need to make rapid responses to sources of threat. A completely different type of stress occurred in Chernobyl clean-up workers who had to deal with can be considered a prolonged traumatic event. The social-psychological consequences of this disaster were observed for 19 years. The catastrophe was an extraordinary event, the first of its type in hum an experience. As a result, Chronic Post Traumatic Stress Disorder was diagnosed in all the patients studied. When combatants were presented with real threats, flashbacks were seen. These flashbacks were mainly in â€Å"hypngagogic/hypnopompic states† or when they were intoxicated with alcohol. These flashbacks were of moderate intensity. Patients were able to maintain partial control of their actions by sustaining a link with the outside world. In their dreams, combatants saw many people that were unable to protect themselves, being captured, shooting, detonations, and others. They would often state that they were being surrounded and that the enemies were close. In the dreams, they would fire back with their guns but the bullets would come out of the barrel in slow motion. Also, the bullets did not fly or seem to come out of the barrel and fall. The patients considered these dreams as nightmarish. When they woke up, they struggled to get back to sleep. Many of the patients that were seeking medical help preferred to use alcohol to help them sleep. There were signs indicating difficu lties in concentrating or even maintaining minimal levels of attention in several combatants and virtually all clean-up workers. At the psychological level, most members of this group experienced increased symptoms and depression with feelings of fear, guilt, despair, impotence, hopelessness, and grief. The patients lacked trust in the help and treatment proposed for them, including psychotherapeutic treatment. They thought treatment was impossible and their condition was irreversible. Most people ultimately characterized themselves by the passive-aggressive social role of a victim. The main principle at the core of the treatment of patients with PTSD is the ability to recognize the priority of psychotherapy and the use of antidepressants with primarily anxiolytic effects and minimal side effects in small doses. Psychotherapy included a variety of psychotherapeutic approaches. Therapies used included psychological debriefing for individuals, evidence-based psychotherapy; cognitive behavioral therapy as a disclosure treatment and progressive desensitization, which must be done individually for patients of this group. There was a particular curiosity in the use of Coaxil in patients Post Traumatic Stress Disorder. It is associated with the establishment of its ability to change the neuroendocrine response to stress. It can prevent stress-induced behavioral and cognitive insufficiency in animals and corrects the responses of stress, not only weakening the stress-induced changes in the hypothalamus, but also assisting in the reversal of those changes. Preclinical and preliminary clinical data have shown evidence that Coaxil can be effective in the treatment of the specific and nonspecific symptoms of PTSD (Rumyantseva Stepanov, 2008). Post Traumatic Stress Disorder is a very complicated disease. Although scientists have come a long way in diagnosing and treating PTSD, it is clear that much more research may be needed to fully treat these patients. Post Traumatic Stress Disorder is extremely widespread and has become very expensive to treat and manage. Ideally, we should be taking steps toward relieving the experience of fear and helpless in those affected with this disorder. It is reasonable to assume that patients with PTSD can be rehabilitated and live normal lives without the stressors associated with this condition. My reaction to writing this paper is a mixed one. I was a bit overwhelmed with the notion of having to read a published article in an area that I am unfamiliar with. However, after spending some time dissecting each one, I have developed and appreciation for the well written ones. These articles are very dense in information for their size and a lot can be learned from reading them. There are others that were a bit difficult to read and left me wanting to know more information than what was given. However, I learned a great deal from this assignment. I have a new appreciation for the complexities of this disorder and I have enjoyed reading the articles. References Rumyantseva, GM Stepanov, AL (2008). Post-Traumatic Stress Disorder in Different Types of Stress (clinical features and treatment). Neuroscience and Behavioral Physiology, Vol. 38, No. 1. Dieperink, Erbes, Leskela, Kaloupek (2005). Comparison of Treatment for Post-Traumatic Stress Disorder among Three Department of Veterans Affairs Medical Centers. Military Medicine. Volume 170. Ray-Byrne, MD (2000). Post-Traumatic Stress Disorder: Diagnosis, Management and Treatment. The American Journal of Psychiatry, 159, 4.

Dance Essay -- essays research papers

1. What are the innovations of Isadora Duncan, Denishawn, Martha Graham, and Cunningham. Discuss these in relation to style, technique and theory.   Ã‚  Ã‚  Ã‚  Ã‚  Many Historians say that Isadora Duncan was the first dancer to present â€Å"modern dancing† to the public. Duncan felt that the pointe shoes and costumes that ballerinas wore were to restrictive. She began to dance in a way that seemed to be more natural to her. Her inspirations came from the movements of the tress, the ocean and other forms from nature. Her techniques included hopping, swaying, skipping and running. She felt these type of movements were natural and expressive. Also, the history of the Greeks inspired her to dance barefoot and wear tunics similar to those of Greek style. Isadora Duncan paved the way for all modern dancers and choreographers who were to follow her. Learning About Dance pg.61-62   Ã‚  Ã‚  Ã‚  Ã‚  Denishawn was a dance school created in 1915 by Ruth St. Denis and Ted Shawn. Denis and Shawn were greatly inspired by different cultures, especially the Asian cultures. Although the dances Denishawn performed weren’t authentic, they were still able to bring other countries dance views to American audiences. The purpose of Denishawn was to educate the â€Å"total† dancer. Meaning to bring together the body , mind and spirit. Learning About Dance pg. 62-63   Ã‚  Ã‚  Ã‚  Ã‚  Martha Graham developed a technique known as â€Å"contracting† and â€Å"releasing† through the ...

Eczema Essay -- essays research papers

Eczema WHAT IS ECZEMA?   Ã‚  Ã‚  Ã‚  Ã‚  Eczema is a category of skin disease that is characterized by inflammation, itching, dry scaly skin, and in severe cases, small fluid filled blisters and insomnia. It is the most common skin disease in children today. Mild cases of Eczema are a little worse than a tendency toward dry, itching skin. Severe cases can effect the whole body, can be intensely itchy, uncomfortable, and even have an effect on the person in a psychological manner due to self- consciousness. Eczema sufferers have acute flare-ups or relapses of their chronic disease that can be annoying, itchy, and very uncomfortable. HOW DO YOU GET ECZEMA?   Ã‚  Ã‚  Ã‚  Ã‚  Eczema is not a contagious skin disease, but it does effect around 1 in 10 people. Its causes aren’t fully understood yet, but eczema seems to occur in people with family or personal history of allergic asthma, rhinitis, conjunctivitis, food allergies, icthyosis vulgaris, and keratosis pilaris. Eczema has always seemed to be a genetic skin disease, but until recently the researchers have been unable to identify a specific gene involved in the passing on of eczema. Now, doctors believe they have found a gene that causes eczema, but since it is not present in all cases of eczema, they believe that there is more than one gene that can cause eczema. Also, a maternal pattern of inheritance has been discovered. Doctors and researchers believe that this maternal inheritance pattern is ... Eczema Essay -- essays research papers Eczema WHAT IS ECZEMA?   Ã‚  Ã‚  Ã‚  Ã‚  Eczema is a category of skin disease that is characterized by inflammation, itching, dry scaly skin, and in severe cases, small fluid filled blisters and insomnia. It is the most common skin disease in children today. Mild cases of Eczema are a little worse than a tendency toward dry, itching skin. Severe cases can effect the whole body, can be intensely itchy, uncomfortable, and even have an effect on the person in a psychological manner due to self- consciousness. Eczema sufferers have acute flare-ups or relapses of their chronic disease that can be annoying, itchy, and very uncomfortable. HOW DO YOU GET ECZEMA?   Ã‚  Ã‚  Ã‚  Ã‚  Eczema is not a contagious skin disease, but it does effect around 1 in 10 people. Its causes aren’t fully understood yet, but eczema seems to occur in people with family or personal history of allergic asthma, rhinitis, conjunctivitis, food allergies, icthyosis vulgaris, and keratosis pilaris. Eczema has always seemed to be a genetic skin disease, but until recently the researchers have been unable to identify a specific gene involved in the passing on of eczema. Now, doctors believe they have found a gene that causes eczema, but since it is not present in all cases of eczema, they believe that there is more than one gene that can cause eczema. Also, a maternal pattern of inheritance has been discovered. Doctors and researchers believe that this maternal inheritance pattern is ...

In 1794 Temporary Capital :: essays research papers

In 1794 the temporary capital was in an extreme state of political excitement. Federalist Thimas Fitzsimons, was challenged by Republican John Swanwick with vicious charges with the intent to attract voters. Fitzsimons’s supporters called Swanwick an unstable person who was unknown by the political public until he got to know the enemies and made friends with them. John won a syunning victory over Fitzsimons, beating seven of the twelve votes and getting fifty-six percent of the votes. 1789 and 1801 were very crucial years for the young America. Franklin had said that Americans had proved that they were able to destroy governments. The candidates for this election were Thomas Fitzsimon, and John Swanwick.   Ã‚  Ã‚  Ã‚  Ã‚  Fitzsimons was born in Ireland and later migrated to the colonies before the revolution. He first started low by working for a clerk, then later moved up and married into the principal merchant’s family. he was the original founders of the Bank of North America, and the president of the Insurance Company of North America. John was a Roman Catholic. He was a member of the Federalist inner circle in Philadelphia and a firm supporter of Alexander Hamilton.   Ã‚  Ã‚  Ã‚  Ã‚  Swanwick was born in England. Him and his family arrived in the colonies in the early 1770’s. John embraced the Patriot cause. Johnwas hired as a merchant in a firm where is fluency in French and German made him invaluable to the firm. He quickly rose to full partnership in 1783. then in 1794 he bought out his partner share in the company and became full owner. By 1793, he had fallen away from Federalism and had become a Democratic-Republican.   Ã‚  Ã‚  Ã‚  Ã‚  The Federalists believed in preserving liberty. It was revealing the rulers who were chosen by the people and the government. Their views on the whisky rebellion were that they vowed not to pay taxes. The democratic-republican wanted war. They were letting the revenue officers arrange themselves immediately under the banner of treasury.   Ã‚  Ã‚  Ã‚  Ã‚  The first account of yellow fever appeared toward the latter end of July, in a lodging house in North Water Street. During the month of august the funerals amounted to upwards of three hundred. The disease quickly spread through all sides, and in this month one thousand four hundred were added to this list of mortality. The disease was still progressing and towards the end ninety to one hundred were dyeing daily. The mortality total amounted to four thousand and forty one deaths.

Asian-Americans and their Progress towards Essay

During the many years of the continuous immigration of various nationalities in the United States, it could be noted that many immigrants have already absorbed the culture that Americans have. One of the many ethnicities which had migrated in the United States is the Asians. In the current society of the United States it is known that these groups of people are one of the many ethnic minorities that is housed by the United States. In fact, many of the families of the past migrants have now stayed in the United States had had lived their lives similar to full blooded Americans. However, although most of these immigrants have already acquired all the culture, the language and life style of the Americans it is still not enough for the society that they would be called Americans. On the other hand, the Asian-Americans like other ethnic minorities in the United States are somewhat confused to on the proper identity that they must maintain. One of the main examples of the uncertainty is the Asian-American popular culture which presents evidences regarding such group in the society. In the current popular culture, it is noticeable the many of Asian-Americans had been inclined with certain identity which could be very noticeable in the choices of their consuming behavior. In addition, personal choices such of the music, clothing style and etc. In the written work of Min Zhou and Jennifer Lee (2004), they have clearly stated that the Asian-American youth is directly seen by the American culture as not fitting to the popular images which are most associated with the current popular culture. Such popular cultures that are being discussed were being rap artists, skin heads, punks and the likes. For the longest time, Asian-Americans are seen as stereotypically geek who only focuses directly on their studies instead of being socially active. (Zhou & Lee, p. 1, 2004). Many of the Asian-Americans are obviously shying away from these concepts of being geeks and nerds. Instead, they follow the popular culture and act similarly to the demands of the American society. First and foremost, we could see that many of the Asian-American youth are more inclined to look like a gangster rather than a typical Asian-American. In many television shows and advertisements, there are numerous Asians who steps away from the light that they are individuals who are very serious in being successful that they study very well. Due to the very advanced technological innovations that we have such that of YouTube people could truly see that Asian-Americans are truly absorbing and creating new a type of culture when it comes to music. One of the best examples is David Choi who is known to be a Korean-American. Choi is singer, songwriter and guitarist on his own channel in YouTube. As noticed, Choi is very far from the typical stereotype of Asian who shies away from the crowd. After attaining success and massive support from different individuals he was able to have his own album. Instead of being the stereotypical Asian-American, he proclaims and continuously re-invents his music to suit his fans and the current trend in the society. In the film industry there had been few individuals who are known to be popular in the United States due to the certain film which they have done. One of the most famous Asian-American is Lucy Lui who played one of the Charlie’s Angels. In the movies, it is not often that an Asian-American plays a â€Å"kick-ass† role and presents her self as a strong assertive woman. In the stereotypical eyes of most Americans, Asian-Americans are simple and mostly quiet and demure because this is how they are culturally trained. However, due to such character played by Lui, the concept of how and what a woman should be (through an Asian context) is changed. With such, the Americanization of the Asian woman is clearly seen through the portrayal made by Lui. (â€Å"Is Lucy Liu a Heroine or a Curse? †) In terms of music, an article was written regarding the sudden boom of the Asian-American artists in the music industry. In the article, the author stated that various American-Asian artists are suddenly emerging into the music scene within in various localities in the United States. Most of the tunes that these musicians and artists play are mostly western music when do hip-hop and R&B, as well as a DJ in various clubs. Such artists were Yellow Peril, Seoul Brothers, Mountain Brothers, and a lot more. These artists are said to have gained significant success and a symbolic presence of the developments of the Asian-Americans (Wang, 1998). Therefore, Asian-Americans were already able to join the band wagon of having the same musical preference as the Americans. In addition, they are not only listening to type of music Americans hear but also imitating or innovating towards a new genre of music. In the most current popular culture many Asians are excelling in the freestyle dancing, break dancing and etc. (Tseng, 1998) From the lessons that we have taken, it is known that through consumption and consumerism that the factors of living is defined. From my own personal point of view, I do believe that consumption is a cultural issue that must be deeply studied due to the various concepts attached such as social class, cultural norms and etc. Cultural consumption is also affected by advertising as well as the culture of being brand conscious rather than quality conscious. I have stated this due to my personal experiences as a consumer. As I have observed in the super markets most of the time people spend so much time in thinking on what type of brand they would buy. Just last week I needed to do my grocery when I saw a Filipino woman and her son in the cereals and oats lane. She meticulously surfs for the proper brand of cereals while her son stated that â€Å"Mom, why are we staying too long in this section? We don’t really eat cereals for breakfast. I want rice. † Then the mother replied, â€Å"No darling, rice is too heavy for you, studies say that it could cause diabetes. And your playmates eat cereals every morning so you should also eat cereal. † Being in a class that studies such concept of culture, I was amazed on how real the concept of Americanization is. I do know that most Filipinos prefer rice for breakfast because it is a custom meal for them everyday. But through my first hand experience, I did see that people who are not Americans are in need to attain cultural citizenship in order for them to be accepted. Although I do believe that Asians are accepted in the American society, the acceptance is not as whole in comparison to being a white American. In a sense, the mother who was with her child in the grocery would want her son to be culturally American that she is shifting the norms which her son know in order for him to be suitable in the American society. Just like the story presented in â€Å"Consumption Fantasies of Upward Mobility,† Richard wanted to move away from the typical concepts of Asians. Therefore, Richard wanted to be a professional who is likely to be the choice of a typical American who works inside the office. In addition, there is a concept of attaining the â€Å"American Dream in which most important thing for Asian-Americans. Moreover, due to the desire to attain such, they also want to be treated like Americans. As a result, they act and absorb the American culture and norms which they believe will grant them cultural citizenship (Hee Park, p. 112, 2005). In conclusion, the current Asian-American culture is still in the process of attaining acceptance in the American society. In addition, they want to change the stereotypical concept that most of them are geeks and losers thus, the Asian-American community is shifting towards a much western culture. The community is not only doing such in order to be within the trend of the popular culture but also to be accepted and not discriminated by others. In terms of consumption, it is real that it is one of the factors which could justify the Americanization of an individual not only Asian-Americans. Through decision making and choosing what type of product must be used is obviously dictated by the society around them. In addition, professional choice is also an aspect the shows that Asians are Americanized or desires cultural citizenship. Like one of the most famous saying stated: â€Å"If you can’t beat them, join them. † Reference Is Lucy Liu a Heroine or a Curse?. GoldSea . Retrieved 9 December 2008 from http://www. goldsea. com/Air/Issues/Liu/liu. html. Lee, J. and Zhou, M. (2004). Asian American Youth.United States of America: Routledge Publishing. Sun-Hee Park, L. (2005). Consuming Citizenship. United States of America: Stanford University Press. Tseng, J. (1998). Asian American Rap: Expression Through Alternate Forms. Model Minority. Retrieved 9 December 2008 from http://www. modelminority. com/article128. html. Wang, O. (1998). Asian Americans and hip-hop. Asian Week. Retrieved 9 December 2008 from http://asianweek. com/111298/coverstory. html. David Choi : http://www. youtube. com/user/davidchoimusic? ob=4

Gender role Essay

â€Å"Bros before hos, The guy code†, is a piece by Michael Kimmel, published on the Anthology portable legacies on 2009; On this piece Kimmel explains what The guy code is and how these code defines guys masculinity in today’s society and how society expects guys to behave. Kimmel also explains that young boys are taught these rules by a male figure in their lives at a very young age and they grow up with the pressure of having to follow these rules no matter what. The guy code is a collection of rules, traits and values that make a man. â€Å"What is a man?† was the question asked to teenagers in their late teens and early 20’s. Where their answers were things like: â€Å"Boy’s don’t cry†, â€Å"Don’t get mad – Get even†, â€Å"Take it like a man†, and many more. Kimmel then proceeds and gives the four rules that have been summarized by Robert Brannon, a social psychologist of the 1970s. Some of these rules are: â€Å"No sissy stuff!†, â€Å"Be a Big Wheel†, â€Å"Be a Sturdy Oak†, â€Å"Give ’em Hell†. (655) These rules supposedly define masculinity and that one a man disobeys those rules, the risk is being bullied with words like â€Å"fagot† and â€Å"gay† that are used as an insult to describe a man’s weakness. The guy code also creates competition between most men, from playing the best sports, better jobs, pretties girl, nicer cars, etc. and it has been like this from a long time ago due to men wanting the power, respect, and that image of being better than the other man. Creating the image that all men are supposed to be unemotional, powerful and successful beings. Kimmel also claims that in the future, the guy code causes social and psychological problems for boys and young men. Renteria 2 Men have been taught this guy code ever since they were young boys; their uncles, grandpas, dad, coaches, peers or any male figure in a mans life are the ones that start tell little boys to â€Å"man up† or â€Å"don’t cry† and is no longer able to cry or show emotion, leading to their behavior in the future. The little kids learn to always hold in their emotion and to never show weakness. Kimmel then gives an example of how boys are introduced to the guy code: A three year old boy that was crying at the barbershop because he was burnt by hot chemicals. The barber said to the boys dad, he was a wimp for crying and he needed to stay away from his mom and the boys dad decided after that, his child was spending more time with him and less time with his mother because he was scared of his son  being a mamas boy. (659) As a child grows up and parents push them to be strong and tough by keeping them away from their mothers nurturing. Kimmel also talks about the â€Å"Gender Police† that is basically other guys around them who watch and judge how they act , what they wear and say even how they walk because with a little natural swing on their hips they could be called a â€Å"fag† making homosexuality seems as a weakness. The gender police makes them feel like they are ust waiting for someone else to screw up, for someone to wear something pink or acting a little bit feminine. and just putting standards for each other, forcing themselves and guys around them to create a fake cover where they act rough and manly around each other. This judgments make man feel like they are being watched because of the fear of being ridiculed and humiliated by their peers. Kimmel said that men are more about what other men think about them; however the judgment from girls because as a girl the social media taught us to be attracted to tough guys,for example in any Disney movie where the superhero is the dependable, ric h, handsome, muscular guy who takes care and provides everything for the girl, creating an idea that masculinity is success, wealth and power. Renteria 3 Peers are another big influence and problem of this â€Å"guy code†. Another example from the article is about Don,a former Lehigh College football player, who discuses the effects of always having to put up a front and act tough in front of his teammates and his coaches. He says that his coach would always make fun of or humiliate any one of his players for showing any sign of weakness or fatigue. Don says â€Å"I’m sure he thought he was building up our strength and ability to play, but it wore me out trying to pretend all the time, to suck it up and just take it.†(656) If a guy doesn’t follow the rules in the guy code he will be criticized by other man, often times bullied, and lose friends which leads to low self-stem. Men are scared of what other men will say or think about them regardless of the situation. While the Guy Code may have been meant to make men stronger it causes more harm than good turning out more self destructive in the end It causes them to grow up thinking that showing emotion is never an option, which leads them to depression, and emotion issues, aggression towards themselves and the ones around them. Kimmel’s article is really good, since it talks about a topic that need to be discussed more; it gives examples and  even talks about of where the problem begins; but it still seems quite limited to me since as Kimmel explains what the guy code is, it still does not apply to all man, for the reasons that for some guys, the guy code is just a challenge or a phase where they learn how to express their emotions, also the question that were being asked only cover white middle class man that live in a certain area, In America there’s a great variety of immigrants coming from places all around the world, also if Kimmel had questioned people from a less homophob ic part of the country, then there would be a better chance of getting a more gender equal survey. Work cited Kimmel, Michael. â€Å"Bros before hos, The guy code.† Anthology Portable Legacies 2nd edition. Ed. Jan Zlotnik Schmidt and Lynne Crockett. Boston, MA, 2009. 654 – 669. Print.