Language Barriers In Global Advertising Cultural Studies Essay

Language Barriers In Global Advertising Cultural Studies Essay Strategic advertising and marketing of recent years are not now same for each continent and country, but it started to change. Today, it is common to enhance a uniform strategy to be employed globally. Therefore, this enhancement recommends that the periodically issue of cultural changes have been obviously broken. The good side of international advertising is the creation of a integrated brand that can be known at everywhere, regardless the language it might be used. Some instances of those global brands are; Culture is a broad topic which includes everything from socially spread behavior, arts, beliefs, tradition, education and thought. It is obvious that there are going to be vital cultural differences regarding the different historical base of country. There are three main topics for culture that have normally been cited to wrong interpretations and social mistakes. Indeed if we list them: religion, sex and language spoken. Religion, is a subject most people would exactly not try to debate with a foreigner. Some changes in mind according to worship and the traditions related in it can spark some controversy. Furthermore, the persist pressure to rise the population of the value is a factor to religion being a general subject that invites social mistake and misjudge. Therefore, it is so hard to demand an international advertising promotion on a religious product without leading to protests or rumors. Cultural changes regarding gender are recognized to nearly all societies. (Gilly 1988, p .76) by the thought of advertising, it is essential to connect sex to language because language make human reality solid. 1.2 Language: Root cultural barrier Despite there are broadly spoken languages in the world like Spanish, English and Chinese, the challenge of language as a cultural obstacle is still. Being the main vehicle of expression, language becomes the root cultural barrier that differs people from one field to another. Since language is important in advertising, it is noted that the specific use of words make or cut the efficiency of a promotion. 1.3 Tackling the language barrier When designing a worldwide advertising campaign, the most important thing that international companies should remember is to decide whether they will create a standardized campaign or make varied advertisements for select countries. Language is always a key element in discussing standardization. There are cases where all the execution elements of a worldwide campaign are the same except for the language. But this is not a common scenario because most advertisers agree that the message becomes more effective when put in the vernacular instead of one standardized language. Furthermore, they also use standardization in almost all key elements more than their non-Western counterparts. (p.64) With the results of this particular study, one can say that the trend today leans toward standardizing language less since all the top agencies originate from the West. 2. MEDIA LIMITATIONS Commercial media is another effective effect on international advertisement.   Media might reduce the effects of advertising set of plan and might push the firms to underline the other aspects of promotional mixture. A firms ability to create is basically challenged while a television advertisement is restricted to ten showing one year without two exposal nearer than ten days. Advertisers affect what sort of story is interpreted. More effective, advertisements themselves form peoples opinions of the world. They are a spreading source of unreality, encouraging lack of security and movement of buyers. There are of course number of issues with the intense media. But some of the media are much better than others, judged by the criteria of accuracy, quality and independence of special interests. Most media critics seem to believe that it is possible to promote and develop enlightened, responsive, truly educative mass media. Efforts at reform can be worthwhile, but have intrinsic limits. The issues are not with media in common, but with media, namely those media that are produced by relatively few people compared to the number who receive them. Most large newspapers, radio and television stations suitable for this description. Mass media by their nature give power to a few and offer little scope for participation by the vast majority. 2.1 The power of the mass media is corrupting. The sole unexpected thing is how responsible some of the broad media are. Given the corruptions of power, revolution of the broad media, beside useful, should not be the target. Instead, the purpose should be to occupy widely media by communication systems that are more open to participation. If we focus on the usual approaches we can outline that most analyses of the media presume that there are just two options, both, state control or a free market. The problem with control by the government is that control is from a centre based. The media of military regimes and bureaucratic socialist states are infamous with their censorship. The supporters of the free market dispute that state-owned media, or narrow regulations, are noxious even in liberal democracies. The issue with free market media is that they give only a so restricted freedom, namely freedom for wide media firms and other dynamic corporate interests. Everyone is free to own a publishing company or television station. The primary issue seen as adopting a global strategy is: It is really hard for firms, especially in deeply centralized businesses, to manage all the activities of various of broadly scattered international applications. 2) The organization has to continue existing communication between headquarters and the auxiliaries. 3) When held to an intense, worldwide technique ends in a lack of reaction quality and flexibility in particular market aimed. 4) Regional leaders who are passed of self independence on their country operations might be down and cause a lack of organizational courage.(Hills, Gerald E, 1997) 3 CULTURAL DIFFERENCES AND INTERNATIONAL BUSINESS In the international area, understanding and identifying cultural distinct may make a huge change between successful business negotiations and mortifying rejections. International business communication plays a main role in this, while understanding how to communicate through what they are talking about as view is a big advantage. Every culture has their own way of saying things, what may not be offending to you may be offending to them. International business communication is all about knowing the important thing that lies behind peoples words in the international arena. International business communication is communicating across cultures and the first thing we have to keep in mind is the basic understanding that one size does not fit all. Keeping in mind that the cultural traditions or habits we have does not mean that everyone else around the world does. As it is said, When in Rome, do as the Romans do. Culture is the different ways in which people act, or consider towards themselves, families, and other people in the community. It involves traditions related with social, political, family, and religious values. Differences must be identified and recognized to bridge the gaps between cultures and for real communication to take place. Some of the effective international business communication guidelines that may help you swing that deal are: Non-verbal and Verbal behavior Each language have their own linguistic choices, and those choice help us giving clues about the specific cultures the way to act, manners, and considering. The English people use modesty and understatement, and are sometimes deliberately unclear to avoid confrontation and so kind. Oratory, expressiveness, and flowery of words are most general among Italians and the Spanish, Germans and also are so reasonable in manner. Knowing what people mean when they say yes is very important; it may mean yes, I understand but not yes, I agree. Gestures Gestures consists sensitivity and mindfulness, as gestures that are not violating to you might be so violating to the other, as in the case of indicating someone to come, some would hold out their hand with the palm up and then move the fingers gesturing the person to come. In Asian culture however, this kind of gesture is considered offensive. To gesture someone to come in Asian culture should be done with the palm facing down and then rolling the fingers. 3.1 Relationship between Culture and Advertising Advertising is thought to act as a mirror reflecting culture by transferring current cultural meanings (McCracken 1986).  By rephrasing, advertisements are taken in consideration as a model of social communication that influence the cultural values of a society (Khairullah 1995).  Meantime, advertising makes and builds new type of cultural values and meanings by affecting group identities and reinforcing stereotypes.  Therefore advertising is not sole affected by cultural values moreover behaves as an agent affecting cultural values.  Since a marketing concept, advertisers have been more fascinated in the influences of culture on buyers reaction to advertising. People prefer to live in their cultural restrictions; for instance, people have their own cultural values and norms, which affect the way they consider, feel and behave.  People in the same ethnic groups have same tendency to share the language, traditions and values,.  These shared values like culture influence peoples cognitive (beliefs and motives), affective (emotion and attitude) and behavioural (purchase and consumption) processes. Regarding this idea of advertising as a mirror, cultural values and standards are implanted in ads in such a way that consumers can see themselves and identify with the characters in the ads and feel affinity with the brands (Hong, Muderrissoglu and Zinkhan 1987).  Therefore, cultural distinctiveness in the world influences how ethnic buyers consider and acknowledge advertising messages. PART -B- 4 HIGH CONTEXT AND LOW CONTEXT COMMUNICATION Nowadays business relations, world is small. Since so many companies turn to worldwide markets, workers are finding themselves in foreign locales, dealing as never before. Nevertheless, the main thing to efficient communication for countries is an understanding of each others culture, tradition, as a working knowledge of how each society passes meaning. It is first used by author Edward Hall, the expressions high context and low context are categorises explaining inherent cultural distinctiveness between communities. High-context and low-context communication aims implying to how much speakers depend on things other than words to pass meaning. In every culture, members are supplied with particular filters that let them to concentrate sole on what community has considered significantly. Mainly, cultures that refer low-context communication will have to pay more attention to the literal meanings of words than to the context surrounding them. International advertising has gone a quite long way with combining different ties and breaking distinct borders over the world. The awareness of a product if they are placed in an area far from home, suddenly point efficiency and value. By the thought of occuring a global village with the exceeded products the world has to suggest, worldwide advertising has well worked with media in making this real. Nevertheless, cultural obstacles are still in place across the world. An opinion of a woman in Turkey cannot be same as a woman in the United Kingdom or the one from Kenya. By language as the main tool for explaining these opinions, worldwide advertising has a hard way of contending with those cultural differences due to many physical differences in language and its different interpretations. Therefore, a study has reached the conclusion that beside standardization was put to affect, sole execution and strategy are nearly all the time standardized. Language, what is thought a separate aspect, still balances the line. This outline, that it is a main belief that languages are still a hurdle that can obstruct the efficiency of a message. The numerous interpretations that can be gathered will reduce the single push that the product needs to advertise. Nevertheless, there are styles in advertising that can receive a message without the words used. Language can either be a obstruction and a tool, it is how one is going to use it what is going to decide its aim. As worldwide advertising points to promote a good that can keep busy peoples minds and affect consumer behaviors, international advertisement campaigns have to be straight forward and easy to help message of the product philosophy is not going to be lost in translation, so to speak. Understanding the cultures and their differences is primary thing in Inter cultural communication. There are various factors in communication like time, social framework and non-verbal communication. Communication itself is an exchange of information between senders and receivers, and thus, people easily refer it as a simple matter. However, communication is very complex and high-technological context to understand and to use. This complex context becomes more difficult when culture is involved. Different cultures have different ways to communicate, and by understanding how these cultures communicate, effective inter-cultural communication can be achieved.  

Anayas Bless Me, Ultima: A Psychological Critique of Religions Essay

Christianity, Judaism, Islam. These are only a few of the many religions in this world. How does one choose which religion to follow? Is it their background, nationality, belief, or because that’s the only thing they have always known or come in contact with? The concept of religion is a complex one, a concept to be investigated and questioned. This is the journey that Antonio Marex Luna explores in Rudolfo Anaya’s (1972) Chicano novel Bless Me, Ultima. Throughout the novel, Antonio fights a psychological war in his mind about all the religions and faiths that surround him in his everyday routine. All his life he was raised to believe in God, and as a result he grew to be a devote Catholic. However, some of his beliefs alter when Ultima, a curandera, comes to live with his family. By witnessing her mysterious powers, Antonio begins to question his beliefs. For many years following Ultima’s arrival Antonio balanced the religions of both worlds, by praying to the Virgin Mary while his brothers were away at war, as well as helping Ultima pick and care for her many magical herbs. At first, he didn’t compare the two faiths, but as time went on, he knew it was time to choose which path he wanted to follow into his future. It was his mother’s dream for Antonio to grow to be a priest and be considered a leader of the people and he deeply wanted to grant his mother’s wish. Even at the young age of 6, he would act priestly by blessing those who were in most need. For example, he was there for Narciso’s his last confession and performed the man’s last rites as he lay on his deathbed. Antonio also put a blessing over his brothers so that they would be safe as they left home. Throughout the novel, Antonio suffered an excessive ... ...the carp, he witnessed something elemental, magical, and miraculous without much effort and continued to hear the stories told with great detail and logic. With further investigation he concludes that the legend of the Magic Carp could have very well taken place. With these two concepts of religion, Antonio battles and organizes his thoughts through questions and observation. At certain points he believes that he will be sent to hell for believing in the stories of the King of the Fish. After all, the golden carp is a natural, pagan deity compared to the Christian God Antonio is used to worshipping. But in the end, that too is the teachings of Ultima’s wisdom, Antonio realizes he must learn to live in a world in which Catholicism and the golden carp can coexist, and he must grow to impart knowledge and enlightenment from all the spiritual forces in his life.

Causes of Macbeths Downfall Essay

Shakespeare’s Macbeth, based on a play written in 1605 explores the life journey of Macbeth as he climbs the ladder of the social hierarchy. Determined to become King, Macbeth will kill any and all that get in his way. Driven by ambition, Macbeth puts his faith in the words and prophecies of three witches after a prediction that Macbeth would gain the new title of Thane of Cawdor. Alongside with ambition, Lady Macbeth, is a key instrument to Macbeths’ ambition to become king, continuously pressuring him, when he fears he has gone too in his schemes for greatness. We can definitely see a well – regarded and loyal soldier of the Scottish army change to a murderous tyrant. His downfall is complete and he is responsible for his fate. It is his ambition, the influence of his wife, Lady Macbeth and the prophesies of the three witches and then his misplaced confidence in his invulnerability that causes his decline. These all contribute to the primary reasons for Macbeth s moral downfall as he climbs the ladder of success. The term ‘moral downfall’ refers to the emotional and social impact as oppose to a physical downfall, which is described as a step back in society, including the loss of money, fortune, family, social life and wellbeing. By succumbing to committing evil acts to achieve his ambition, he basically destroys Macbeths morality, leading to his downfall. Macbeths Ambition In Shakespeare’s Macbeth, ambition is the main theme that the protagonist, Macbeth, possesses. To be ambitious is basically an eager or strong desire to achieve something, such as fame or power. In Macbeth, ambition is a main theme. Macbeth, the protagonist and tragic hero in William Shakespeare’s Macbeth, possesses hamartia. Hamartia, named by Aristotle in Poetics, is a tragic flaw possessed by any tragic hero. Over the course of the play, Macbeth’s ambition grows. He succeeds in murdering Duncan, being named the new king, and ruling the kingdom. As his success grows, so does his ambitious nature. Fearing that the rest of the witches’ prophecy will come true (that Banquo’s sons will be kings), Macbeth decides to murder both him and his son (namely Fleance). Still feeling threatened, Macbeth murders Macduff’s family (to send a message of his power to Macduff). It is evident in the play that this theme exists. We can definitely see that Macbet h uses  his ambition to justify bad and evil actions, whereas most will use it for good. Not only it is seen throughout the course of the play, he’s ambition is revealed by Macbeth in Act 1, Scene 7. As mentioned in lines 25-27, Macbeth says: I have no spur to prick the sides of my intent, but only vaulting ambition, which o’erleaps itself and falls on th’ other. Macbeth, trying to rationalise his impending murder of King Duncan, continues his great â€Å"If it were done† which was a technique incorporated by Shakespeare called a soliloquy. As Macbeth has just explained to himself, there’s no real justification for the crime—Duncan is his relative, a meek and moral man, a good king, and, furthermore, a guest at his castle. All this argues against so bloody a deed, which will appear unjustifiable to mortal and divine eyes alike. Therefore, Macbeth has no â€Å"spur† to prick his intent, which is likened to a wild steed—no motivation to inspire the murder. Continuing the horse metaphor, he can only draw on â€Å"vaulting ambition†: an intense desire for power. His desire vaults even beyond its intrinsic limits (â€Å"oâ€℠¢erleaps itself†) to land on â€Å"th’other† (the other side)—possibly, to land somewhere unknown and beyond reason, as Macbeth regrets that he is motivated only by ambition and not by some more worthy motive. Those propelled by ambition often end up worse than they were before once the deed is done. Through this quote mentioned in Macbeths’ soliloquy in Act 1, Scene 7, it is evident that Macbeth is driven by his ambition to kill for power as his only motivation to gain the crown leading to Macbeths’ moral downfall. Lady Macbeth Alongside with Macbeths’ ambition to become Thane of Cawdor, his wife, Lady Macbeth is another influential being that causes Macbeths downfall. As the lead up to the event of King Duncan’s murder Lady Macbeth tricks Macbeth into killing Duncan by using her cunning and complicated words. She makes Macbeth think that he has to kill Duncan for his benefit. Lady Macbeth deceives him into thinking that only he would gain more power, and it wouldn’t benefit her. Lady Macbeth counters Macbeths’ arguments by saying that he needs to muster up all of his courage, and just follow here directions. Lady Macbeth plans the murder strategies, and influences Macbeth to go along with her strategy. Macbeth doesn’t want to kill a good king for his own ambitions, but is persuaded to do it. From Lady Macbeth persuading  him to kill Duncan, the first evil act he commits, he is drawn into believing the witches’ prophecies, and takes action to make them come true. Through various quotes by Lady Macbeth, it is evident to say that with each other by their sides, was a negative influence to the lead up of Macbeths’ downfall. Lady Macbeth blames her husband for lacking the courage to do the deed, and because Macbeth is a warrior above everything else, her comments manipulate him a good deal. Indeed, â€Å"manliness† is an idea the play interrogates in various ways, such as when Macbeth says â€Å"I dare do all that may become a man who dares do more is none† (1.7.46-47). This is the belief that his wife use against him: â€Å"When you durst do it, then you were a man and to be more than what you were, you would be so much more a man† (1.7.51-53). In short, it is by means of his manhood, fundamental to his belief of himself as warrior, that Lady Macbeth manipulates her husband. Through these quotes, revealed by Lady Macbeth, we can establish that Lady Macbeth was another factor influencing the decision-making of Macbeth, thereby causing his downfall. Three Witches With the influence of Macbeths’ ambition driving him to kill King Duncan as well as Macbeths’ wife, Lady Macbeth, driving him to fulfil his ambition, although there is another factor in Macbeths’ downfall. At the start of the play, the three witches inform Macbeth that he is destined to be king, as they are responsible for the introduction of the ideas that caused Duncan’s death and Macbeth’s destruction but not for Macbeth’s actions themselves. Ultimately the witches represents his fate and symbolise the dark side of humanity and the evilness of these beings, is evident that from the beginning when they meet and choose Macbeth to be their plaything. They live to torture and harass. While they do not physically create the downfall of any human, they do lead the humans to fall by their own demise, by way of misleading illusions. In Act 1, Scene 3 the three witches make a chilling prophecy saying: â€Å"All hail, Macbeth, hail to thee, thane of Cawdor!† and â€Å"All hail, Macbeth, thou shalt be king hereafter!† each revealing Macbeths’ future. In these lines, it is evident that Macbeth thinks about what being king would be like and since he is known as a brave warrior, this causes him to break down even more. This is the other role that they play in the downfall of Macbeth. These predictions by the three  witches soon motivates Macbeth to commit actions of evil and selfishness, which includes the murder of his best friend Banquo and the murders of Macduff’s’ family. By Macbeth becoming over confident we can see he has lost his moral values from becoming a well-liked and respected Scottish Gener al to an evil murderous fool. To conclude, the factors contributing to Macbeths’ moral downfall include his ambition to become King of Scotland by murdering his cousin, King Duncan, and the primary factor which was his wife, Lady Macbeth, that influenced him to commit such immoral acts through the insulting nature Lady Macbeth adopts. Finally, the last factor is the witches’ prophecies which drove Macbeth into believing he will be king and will have all this fame and power. However, he soon realises that he lost more than he received. We can see that Macbeth experienced a moral downfall as oppose to a downfall, which is described as a step back in society, including the loss of money, fortune, family, social life and wellbeing. We can see in Shakespeare’s Macbeth that Macbeth experienced a moral downfall as he climbed the hierarchy only to achieve nothing but hatred and loss of loved ones.

Interview with pediartrician

Interview with pediartrician I interviewed Dr. Samina Ajmal from Zulekha Hospital, Dubai. We discussed Obesity; THE BANE OF THE DEVELOPED WORLD- is spreading its tentacles among the young in the UAE too. Dr. Samina Ajmal explains how I can be tackled.Maria: What are the major concerns regarding eating patterns of children in the U.A.E?Dr. Samina: I have worked with children for about 12 years now. In the U.A.E, I feel the eating habits of children are particularly distorted because parents are hard-pressed for time especially if both of them are working. Due to this, it becomes common practice to eat out and the main emphasis is on junk food.Children get into the habit of eating while on the go and snacking from an early age. They lack balanced nutrition. Hence they start to develop health problems like obesity, iron deficiency, constipation and other nutritional deficiencies.Maria: At what age should a child be allowed to make his own food choices and how should this transition be achieved?Body mass index (BMI) valuesDr. Samina: A child can be taught to take his/her food any time after the age of four. In fact, by encouraging this practice parents can gradually guide the child into a lifelong habit of eating healthy foods. Moreover, it adds an element of adventure to the monotonous process of eating (regular food items) for the child.Practice food democracy. Let your kid include his choice of vegetables or fruit in the dinner menu. He will feel respected. Also, teach children how to make meals more nutritious.Make subtle changes. Don't forcibly exercise control over the dietary habits of your child. Setting rigid rules, like banning ice cream, often backfires because children in such cases tend to indulge in these food items when they re at a party or at a friend's house.

Oppenheimer and Sakharov and the Cold War essays

Oppenheimer and Sakharov and the Cold War essays Oppenheimer and Sakharov and the Cold War J. Robert Oppenheimer and Andrei Sakharov are both considered leaders of nuclear physics during the World War II and the Cold War. The two men had astonishingly similar lives, achievements and views on nuclear weapons. Andrei Sahkarov (1921-1989), a Soviet nuclear physicist, is said to be the father of the Soviet hydrogen bomb and an advocate of human rights. In 1948, he was drawn to a top-secret scientific and engineering team that USSR leader Joseph Stalin assigned to develop thermonuclear weapons for the Soviet Union, during which he lived in the secluded city Arzamas-16. His work was crucial to the development and testing of first Soviet hydrogen bomb in August 1953. From 1960 to the time of his death, he fought for the rights and freedoms that democratic societies encompass, like the freedom of speech, assembly, and emigration, which are guaranteed in theory by the Soviet doctrines, but denied in practice. He used his influence to fight for human rights, which ultimately led to his exile. J. R. Oppenheimer (1904-1967) was an American physicist and government adviser, who is considered the father of the atomic bomb. During the height of World War II, Oppenheimer became the director the Los Alamos Laboratories in New Mexico. It was there, under his leadership, that the first atomic bomb was developed and tested in 1945. In 1947, he was appointed director of the Institute of Advanced Studies and chairman of the General Advisory Committee of the Atomic Energy Commission. After the bombings of Hiroshima and Nagasaki, he became morally critical of the future development of nuclear weapons and argued for mutual disarmament. Consequently, he became a target of the Red Scare, attackers citing his past associations with Communists. During his final years, he devoted much of his time to the study of the relationship between science and society. Both scientists were at the for...

Science and nature Essay Example | Topics and Well Written Essays - 750 words

Science and nature - Essay Example e of this discussion is to discuss the relationship between science and nature by evaluating whether or not they are opposed or complimentary of one another. From a scientific viewpoint, there is a way to connect everything natural related to the earth and to nature. One can find that biological life is full of mathematical constants, physical constants and so on. For example, due to the earth’s gravity; the speed of terminal velocity is always the same for any object. This can be translated to the example that a feather dropped from a 100 story building and a rock dropped from the very same3 building; will reach the exact same maximum speed eventually which is of course terminal velocity. Other constants such as the boiling temperature for water or the freezing point of water will always be the same regardless of where one is located on the planet given that the water is not tainted. These examples are just a few of thousands of examples which implicate the certainty of scientific law. When switching viewpoints momentarily from a formulaic scientific viewpoint and observing the earth’s natural beauty from a position of wonder and awe, one does not need to know the freezing point of water to watch and take notice of the beauty of a snow fall in winter. Similarly, one does not need to know the mathematical representation of terminal velocity to appreciate the silent sway of leaves falling from their branches in autumn. Comprehending the connection between all things in nature; even from a highly calculated and scientific awareness, one can still be amazed at the rich colors of the setting sun at dusk or the inky grays of an approaching storm. One may look at the sky at dusk and take a moment to appreciate the full spectrum of colors represented while knowing that what they are seeing is refracted light from the sun which is simply being fragmented and redirected at the point of the horizon as the earth rotates through its daily cycle. Certain things

Report Essay Example | Topics and Well Written Essays - 1000 words - 23

Report - Essay Example Notably, with regard to the understanding gained from the study, it can be said that dementia is a term used to describe the syndrome where there is a progressive decline in the ability of a person to function in everyday activities, behavior, thinking and memory owing to the unstable condition of the brain. These changes affect the social, psychological and physical life of an individual with regard to career, family and society (WHO, 2012). Though dementia is not a result of ageing, it certainly affects older age individual more than others. According to the report of the World Health Organization, around 35.6 million people have been diagnosed with dementia worldwide in the recent time. The second resource that was taken into consideration is the report regarding Alzheimer’s disease in Australia, which is a complication relevant to dementia (IAGG, 2011). There are many different forms of dementia and each has its own causes. The most common form of dementia is Alzheimer’s disease, which accounts for 50% to 70% of dementia cases, which is again followed to as vascular dementia (Fight Alzheimer’s Save Australia, n.d.). Again, Lewy body dementia and Fronto Temporal Lobar Degeneration dementia is other forms or complications relevant to dementia. The resource mainly contains the difference in memory changes amid a person with dementia and an older person. The next resource that has been developed is a brochure regarding Alzheimer’s organization about ‘five simple steps to maximize your bra in health’. The steps include taking care of the heart, physical activity, brain activity, healthy diet and social activity to further stabilize the health of the brain (Australian Indigenous Health, 2013). The fourth resource was published by the National Health Institute, 2010 on the Biological Basis of Behavioral Symptoms in Dementia. It contains both biological and psychological aspects of health. The biological