1. Lesson 7 RESEARCH WRITING 2

6. Example Objectives Statement This report for Dove explores the way in which foreign companies advertise in China. Many Western companies use concepts that are alien to the Chinese consumer, in particular young Chinese women. This report is a result of extensive research into the female Chinese consumer, advertising in China and the Chinese context using a literature review, survey and visual anthropological study. A key finding of our project was that certain brands were associated positively with modernity while others were associated by consumers with the negative aspects of modern life.

7. This report for Dove explores the way in which foreign companies advertise in China. Many Western companies use concepts that are alien to the Chinese consumer, in particular young Chinese women. This report is a result of extensive research into the female Chinese consumer, advertising in China and the Chinese context using a literature review, survey and visual anthropological study. A key finding of our project was that certain brands were associated positively with modernity while others were associated by consumers with the negative aspects of modern life. client/topic Example Objectives Statement

8. This report for Dove explores the way in which foreign companies advertise in China. Many Western companies use concepts that are alien to the Chinese consumer, in particular young Chinese women. This report is a result of extensive research into the female Chinese consumer, advertising in China and the Chinese context using a literature review, survey and visual anthropological study. A key finding of our project was that certain brands were associated positively with modernity while others were associated by consumers with the negative aspects of modern life. issue/problem Example Objectives Statement

9. This report for Dove explores the way in which foreign companies advertise in China. Many Western companies use concepts that are alien to the Chinese consumer, in particular young Chinese women. This report is a result of extensive research into the female Chinese consumer, advertising in China and the Chinese context using a literature review, survey and visual anthropological study. A key finding of our project was that certain brands were associated positively with modernity while others were associated by consumers with the negative aspects of modern life. research Example Objectives Statement

10. This report for Dove explores the way in which foreign companies advertise in China. Many Western companies use concepts that are alien to the Chinese consumer, in particular young Chinese women. This report is a result of extensive research into the female Chinese consumer, advertising in China and the Chinese context using a literature review, survey and visual anthropological study. A key finding of our project was that certain brands were associated positively with modernity while others were associated by consumers with the negative aspects of modern life. findings Example Objectives Statement

15. Example B One of the strengths of Brown and Raymond's 1998 article in the Journal of Nursing is its organisation and layout. The organisation of the article into numerous separate sections transforms a reasonably lengthy article into a series of small, easily readable sections. These enable the reader to browse through the article and quickly find important pieces of information. These pieces of information are also easily located because the article's introductory paragraph gives a brief yet highly detailed outline of the content. Another of its strengths is the extensive use of evidence such as references and statistical data to give validity to the authors' claims. An example of their evidence use through referencing is the authors' use of numerous examples and references to justify their claim that current nursing literature emphasises client involvement (Brown & Raymond, 1998, pp. 66-67). An example of evidencing through the inclusion of statistical data is their rebuttal to previous claims by researchers such as Foley that clients are submissive (1997, p. 732). The authors validate their position through the inclusion of statistical data from their own study. The large size of their sample population adds to the validity of these results. In contrast to these strengths, however, the article contains several weaknesses. One minor weakness is the authors' use of a number of references that are outdated in comparison to the publication date of their article. Of greater concern, however, is the authors' obvious bias against hospitalisation as a treatment alternative indicated by the inclusion of such emotive terms as ‘personal crisis’, ‘distressed’ and ‘separation from society’ to describe the experience of patients who had undergone this treatment. List of References Brown, WP & Raymond, X 1998, 'Patients and their involvement in decisions about care', Journal of Nursing , Vol. 33, pp. 53 ­ 71. Foley, RS 1997, Nursing and Client Management , Juniper Publications, London.

17. Paragraphs A paragraph is a group of sentences that discuss one main topic or idea

20. Different cultures understand the symbols and images used in advertising differently. According to Belch and Baker , this can cause problems with the meanings used by advertisers in their messages. For example, the thumbs-up sign, which has positive meanings in America, is offensive in Russia and Poland (2009, p. 660). Furthermore, Varner and Beamer explain that ‘cultural priorities’ mean that television commercials for the same product will have different focus in different countries. Citing the example of breakfast cereal , Varner and Beamer explain how this is seen as convenient, fast food in America but a family orientated meal in Mexico (2010, p. 105). Therefore, as there are many potential problems facing international advertisers, research is very important and so Unwin emphasizes the importance of pre-testing advertisements through methods such as focus groups (1974, p. 25). If advertisers wish to successfully reach audiences in different cultures they must research the culture and adapt their messages appropriately. References Belch, G. & Baker, M. (2009). Advertising and Promotion (8th ed.). New York: McGraw-Hill. Unwin, S. (1974). How Culture Affects Advertising Expression and Communication Style. Journal of Advertising , 3(2), 15-26. Varner, I. & Beamer, L. (2010). Intercultural Communication in the Global Workplace . London: Pearson Education.

21. Report Writing

24. Report Writing: Preliminary section

35. REFERENCES ‘ Acknowledging Sources’ 2004, Language and Learning Skills Unit – The University of Melbourne . Retrieved: 31 July 2008 from http://www.services.unimelb.edu.au/llsu/resources/ref009.html ‘ Author/Date Style’ 2005, The University of Melbourne Library. Retrieved: 31 July 2008 from http://www.lib.unimelb.edu.au/cite/harvard_dis/ ‘ Harvard Referencing’ 2005, Curtin University. Retrieved: 12 March, 2005 from http://library.curtin.edu.au/referencing/harvard.pdf Raffles Design Institute Student Handbook 2008, Student and Administrative Services Department, Singapore. Summers, J & Smith, B 2004, Communication Skills Handbook , John Wiley and Sons, Australia.