Congenital amputation is an inborn disorder caused by fibrous bands of the amnion. This circumstance may be the outcome of the constriction of fibrous bands within the membrane that surrounds the developing fetus or the vulnerability to substances known to induce birth defects (teratogenic agents. Other factors, including genetics, may too beat a character. The precise reason of inborn amputations, most birth defects have one or much hereditary factors and one or much environmental factors. It is too known that most birth defects happen in the best three months of pregnancy, when the organs of the fetus are forming.

Exposure to teratogens can induce inborn amputation. In new cases, stiff amniotic bands may compress the developing fetus, preventing an arm from forming decently if at all. It is estimated that this amniotic ring syndrome occurs in between one in 12,000 and one in 15,000 lively births. A baby with inborn amputation may be missing a whole arm or just a part of an arm. Congenital amputation resulting in the comprehensive absence of an arm beyond a sure level (and leaving a stump) is called transverse inadequacy or amelia. Longitudinal deficiencies happen when a particular region of an arm is missing.

CNS abnormalities are rare. X-rays are essential to determine which bones are involved. Treatment consists mainly of prosthetic devices, which are most valuable for lower-limb deficiencies or for completely or almost completely absent upper limbs. Successful treatment of congenital amputation involves an drugs. Therapeutic amputation of any limb or portion of a limb should be considered only after evaluating the functional and psychologic implications of the loss and when essential for fitting a prosthesis. An upper-limb prosthesis should be designed to serve as many needs as possible so that the number of devices is kept to a minimum.

Children take a prosthesis almost successfully when it is fitted early and becomes an intrinsic region of their system and system picture during the developmental years. Devices used during infancy should be as easy and lasting as potential; eg, a bait quite than a bioelectric weapon. With efficient orthopedic and auxiliary backing, most children with inborn amputations head natural lives. Plastic operation can sometimes be used to rebuild the missing digits by transferring parts of the good and second toes to the hand.

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To compare the role of glibenclamide and pioglitazone drugs in type 11 non- insulin dependent diabetes mellitus patients.

Introduction:-

Diabetes comes from the greek word for ‘SIPHON” which one is the first term and implies for a lot of urine is made .The trm “mellitus” comes from a laton word, “met” which means “honey” and was used because the urine was sweet (Wheeler,2004)

Diabetic ketaocidosis is one of life threatening condition requiring some data hospitalization and treatment. Recognition of this condition is of almost importance, because even small delays can have an impact on survival (Nattrass, 2006). Hypoglycaemia are involved in insulin induced episodes in individuals with diabetes. Probably the major factor prescribing, insulin treated patient from achieving the glucose targets needed to prevent diabetic complications. The incidence of hypoglycaemia reflects the inadequancy of current mathods of insulin delievery which lead ot inappropriately high insulin concentration, particularly some persons after eating more foods at night onset of blindness and also a major risk factor heart disease and stroke

(Heller, 2003).

TYPES OF DIABETE MELLITUS

Type II diabetes is a complex metabolic disorder associated with, b -cells dysfunction and with varying degree of insulin resistance primary pathogenic factors leading insulin resistance leading to type 2 diabetes and decreased insulin, secretion which arise from abnormalities with in liver, skeletal muscle and pancreatic b -cells (charles & clark, 1996).

GESTATIONAL DIABETUS MELLITUS

SECONDARY DIABETUS MELLITUS:

Secondary diabetes is due to disease of the pancreatic and endocrime system, genetic disorders, or exposure to chemical agents.

Type – I diabetes formerly known as insluin dependent diabetes mellitus (IDDM), is characterized by the destruction of the pancreatic beta cells that produces inslulin

Type – I diabetes formerly known as insulin dependent diabetes(IDDM),is characterized by the destruction of pancreatic beta cells that produces insulin.Type-1 diabetes occures most often in children and young adults but it can occures at any age.(Anderson et al 2007).

Type-11 diabetes is not straight uprward. A pancreas that does not produce enough insulin. Liver that release too much glucose,muscle cells that do not readily take in glucose.(Carren 2008)

Many genetic factors are involved in the development of diabetes.Because of new genetic methodology researchers are closers to identifying all of the cadidate gene for both non –insulin dependent and insulin dependent diabetes(Bernhard,1995).

Woman who had gestation diabetes are more likely to develop Type-11diabetes themselves.Pergnant women with diabetes are another disadvantaged group.They need much more intensive antenatal care and close monitoring of blood sugar,blood pressure and weight.(jawed2006)

Over weight children the progression of child obesity into adulthood is associated with early develop of complications, including IgpG2 diabetes and cardiovascular disease.Type diabetes is the most common clinical form of diabetes accountingforabout 90% of all cases,it is currently undergoing world wide epidemic. Type 11diabetes mellitus is caused by body’s infective use of insulin, it is often results from excess body weight and physical inactivity(WHO 2007).

PREVALACES& IINCIDENCE

:

Diabetes mellitus increases with aging, in 200 the prevalance of diabetes,it was estimated to be 0.19% people<20 years old and 8.6% in people>20 years old.There is considered geographic variation in the incidence of both type-1 and type-11 diabetes mellitus.Scavandinvian has the highest incidence of type-1 diabetes mellitus e.g in Finland, the incidence is 35/100,000 per year the pacific rim has a much lower rate in japan and china the incidence is 1 to 3/100,00 per year of type-1 diabetes mellitus, Northern Europe and the United States share an intermediate rate (8to17/100,000 per year).The prevalence of type 11 diabeties mellitus is highest in certain pacific island, intermediate in countries such as India and the United States, and relatively low in Russia and China.This variability is likely due to genetic, beharioral and enviromental factors(Power 2005).Diabettes mellitus prevalance also arises among different ethic population within a given countries it is common inall ethnic groups its prevalance increased with age and more than 5% of individuals of more than 65 years of age have diabetes mellitus (David Owerback 1988).The World wide prevalence of diabetes mellitus has risen dramatically over past two decades.The prevalence of type11 diabettes mellitus is expected, type 11 diabetes mellitus is more prevalent among Hispanies Native Americas,African,American,and Asians, pacific Islanders than in non- Hispanic whites,the incidence is essentially equal in woman and men in all populations. Type 11 diabetes is becoming increasingly common because people are living longer,and the prevalence of diabetes increases with age it is also seen more frequently now than before in young people, in association with the rising prevalenceof childhood obesity although type11 diabetes still countries with the estimated nubers of cases of diabetes in 2000and 2030.

Rank Country

2000 Individuals country with diabetes (milloins)

Country

2030 Individuals with diabtes (Million)

India

31.7

India

79.47

China

20.8

China

42.3

USA

17.7

USA

30.3

Indonesia

8.4

Indonesia

21.3

Japan

6.8

Pakistan

13.9

Pakistan

5.2

Brazil

11.3

Russian federation

4.6

Bangladesh

11.1

Brazil

4.6

Japan

8.9

Italy

4.3

Philippines

7.8

Bangladesh

3.2

Egypt

6.7

(Wareham& FOROUHI 2OO6)

DRUG TREATMENT OF DIABETIES MELLITUS

:

Biguanides lower blood glucose, they increase glucose uptake and utilize in skeletal muscle there by reducing insulin resistance, and reduce hepatic glucose production (gluconeogenesis).Lower blood glucose, addionally reduces low denisity and very low denisity lipoproteins (LDL and VLDL) respectively. Metformin has a half life of about 3 hours and is excreted unchanged in the urine.Clinically metformin used in type 2 diabetic who are obese and who fail treatment with diet alone.Adverse effects are produced dose related gastrointestinal disturbances e.g anorexia,diarrhoea,nausea,lactic acidosis rare but potentially fatal toxic effect.(Dale,2003).

Improving insulin sensitivity by activating certain genes involved in fat synthesis and carbohydrate metabolism Rosigilitazone and Piogiltazone are currently approved.Thiazolidinediones. Thiazolidinediones do not cause hypoglycemia when used alone,although they are usually taken in combination with sulfonylurease.

In some incouraging studies, thaiazolidiniones have produced very favorable effects on the heart, including reducing blood pressure and improving triglycerides and cholestrol levels including increasing HDL level,the good cholestrol. They may also block a molecule called 11 Best HSK that may play a significant role in metabolic syndrome,as well as diabetes type11. One study also sugessted that Rosiglitazone may even improve beta cells functions and so help prevent progression of diabetes.Anemia, weight gain, increased risk of fluid buildup, may worson heart failure.Troglitazone,was withdrawn after a few reports of heart failure.Liver failure abd death.Current Thiazoldinediones don not appear to pose the same effects on the liver although there have been a few reports of liver injury.

In patients with dietry failur the choice of a sulfonylurea agent or insulin therapy has been controversial and empric in favour of insulin therapy are the studies, who reported marked improvement post receptor diagnostic after intensive short term therapy in untreated type 2 diabetes mellitus (Scarlett et al,1984) Sulfonylureas further classified into two groups or generations based on their potency,duration,drug interaction,side effects profiles. Sulfonylureas enhance insulin action in cells in culture and stimulate the synthesis of glucose transporters (Jacobes et al 1998).A sulfonylurea drug should normally be the insulin secretagogue of choice, NICE (National Institute for Clinical Excellence) also recommends that a generic ,drug should be perscribed (Scsade et al1998).

RESEARCH DESIGN AND MATERIAL AND METHODS:

This study was conducted in the deprtment of Pharmacololgy and Therapeutics,Basic Medical Science Institute,Jinnah,Postgraduate Medical Centre,karachi under kind supervision od DRr:GhulamRsool Mashori,Associate Professoer and Head OF Department Of Pharmacology and Therapeutics in colloboration with Medical Outpatient Department Unit111 and Filter Clinic, Medical Department, JPMC,Karachi.

Seventy NIDDM (type-II)diabetic patients were initially enrolled in the study from the filter clinic/ out patient department Medical Unit III ,and diabetic clinic.Out of this 60 diabetic patients were associated in whole period of study, remaining 10 patients were dropped due to poor comlpiance or change in residential place.All the patients were divided in two main groups,groupI and in group II these patients were selected in this study according of inclusion and exclusion criteria.

INCLUSION CRITERIA

:

• Newly diagnose patients of non Insulin Dependent Diabtes Mellitus.
• Diagnsed patients of diabetes also including having no any history medication.
• Having either sex of age between 30 to 60 years.
• Diagnosed patients who were Non Insulin Depedent Diabetes Mellitus who were treated with Pioglitazone.
• Diagnosed patients who were Non Imsulin Depedent Mellitus, who were treated with drug Glibenclamide.

EXCLUSION CRIRERIA

:

• Patients suffering from blood pressure.
• Patients suffering from liver disease.
• Patients suffering from cardiac disease.
• Pregnancies and lactating women.
• Patient suffering from renal disorders.
• Patients having serious complications.

MATERIAL:

1. Lacets.
2. Lancet Hlder(Abbots easy touch TM2 lot 03 Asee).
3. Glucometer(Medisense) optilim one touch(Abbotts).
4. Blood glucose nest trpis (IVD for Invitro diagnostic use (Abbott Labortries,Medisense UK Ltd,Abigngdon,Ox14ITR,Masde in UK). Stored between minimum 30?, (4°-30° C) and Maximum 40°C (39°-86°F).
5. Weight Machine Model No 1101 Lot No.312. TANTIATA.

DRUGS

Tab:Daonil 5 mg (Aventis Pharma)

Drug category:Sulphonylurea.

Generic Name: Glibenclamide.

MFGLIC:No.000007 RegistrationNO.000220

MFG Date:0-06

EXP Date:7-10

Lot NO:B230

Tab:piozer (Hilton Pharm) PvtLTd.

Tab:Poizer 15mg

Drug category:Thaiazolinedione.

Generic Name:Pioglitazone Hydrochloride.

MFG LIC: O.000136 Registration No.03270

MFG Date:3-06

EXP Date:3-o9

Lot No:6287

Tab: Poizer (Hilton Pharma)pvt ltd.

PARAMETERS:

Fasting Blood Sugar (FBS).

Random Blood Sugar (RBS).

Weight.

Key words:Diabetes mellitus,Non-insulin diabetes mellitus,Insulin depedent diabetes mellitus, Daonil,poizer,Insulin.

RESULTS:

Table 1

Weight and Blood Sugar level observed on baseline day 0

In group1 and group11

Group 1

Group 11

Pioglitazone n=27

Glibenclamide n=33

Weight

63.37

+ 2.25

¯

62.7

+ 15.56

¯

Fasting Blood Sugar

172.7

+ 13.32

¯

188.42

+ 12.o5

¯

Random Blood Sugar

285.11

+ 15 .532

¯

284.18

+ 17.07

¯

All Values are expressed in Means± SEM.

FIGURE-1 weight and blood sugar levels observed on baseline (day-o)

In table No shpwing the weight (KG’S) and blood sugar (msg/dl0 levels which is observed on baseline (day-0) in both groups 9group: 1 & group11)

Group: 1 Weight in (Kg’s) mean + SEM) IS 63.37±2.25 Fasting blood sugar 172.7±13.32,and Random

blood sugar 285.11±15.32

Group:11

Weight (KG’s0 (mean +SEM)62.7±1.56 Fasting blood sugar (mg/dl0 188.42±12.05, Random blood sugar is 284.18±17.03.

Figure 2: showing the weight and blood sugar levels observed in base line (day-0) in group: 1 and group 11 weight in 9kg’s) its mean values are 63.37,62.7, Fasting blood sugar in (mg/dl) is 172.71, 188.42 Random blood sugar (mg/dl) is 285.11 &284.18.

TABLE: 2

Peroidic Observation In All Parameters Group1

Goup1(Pioglitazon) n=27

P-value

Day-0

Day-45

Day-90

Day-0to45

Day-45-90

Weight

63.37

±2.25

63.63

±2.26

63.63

±2.23

>0.05

(NS)

>0.05

(NS)

Fasting blood sugar

172.7

±13.32

165.04

±8.98

153.37

±7.59

>0.05

(NS)

0.05

(NS)

Randomblood sugar

285.11

±15.32

279.78

±13.63

255.56

±12.65

>0.05

(NS)

>0.05

(NS)

All values are expressed in Mean±SEM .(NS) Non significant.

Showing the periodic observations in all parameters in group 1 (piogiltazone) (n+27) weight P.value (day 0 to day 45)>0.05 (NS). Fasting blood sugar >0.05 (NS) Random blood sugar >0.05 (NS) P.values day 90 weight >0.05 (N.S), FBS>0.05 (N.S) 7RBS >0.05(N.S) NON SIGNIFICANT

FIGURE:2 Showing the periodic observation in all parameters in group 1 on day0 day 45& day-90.Mean values in weight (Kg) is 63.37,63.26,63.63, fbs (mg/dl) 172.7,165.04,153.37,RBS(mg/dl) 285.11,279.78,255.56.

TABLE NO3

Peroidic Observation in All Parameters Group11

Group 11 (Glibenclamide)

N=33

P-value

Day-0

Day-45

Day-90

Day-0 to 45

Day-45 to 90

Weight

62.7

±1.56

65.64

±2.10

64.55

±1.92

>0.05(NS)

0.05(NS0

Fasting blood sugar

188.42

±12.05

168.45

±10.99

140.06

±5.68

>0.05(NS)

>0.05(S)

Random blood sugar

284.18

±17.03

220.12

±13.39

170.94

±5.80

<0.005 (MS)

0.002(MS0

(s) significant, (MS) moderate significant

All values are expressed in Mean±SEM.

Table No3:

Showing the periodic observation in all parameter in goup:11, Group:11 containing drug (Glibenclamide),no of patients (n=33).It’s P-value on day 0 to day 45 on weight >0.05(NS),FBS>0.05(N.S) RBS<0.005 (MS) <0.01- AND DAY 45 TO DAY 90 WEIGHT >0.05 (NS) FBS (0.05) RBS <0.002(M.S0 moderately significant.

Figure 3:Shwing the periodic observations in all parameters in Group 11 weight 62.7,65.64,64.55,FBS (MG/DL) 188.42,168.45 140.06,RBS(mg/dl) 284.18 220.12, 170.94 (on day-0-day 45 to 90).

DISCUSSION:

In Denmark Beck-Nielsenet al,skillman TG (1981) published studies demonstation that glyburide increased he number of receptors on the monocytes of patients with type 11 diabetes mellitus. Some patients were treated with diet and in cobination of second generation sulfonyureas agents Wie. The numbers of insulin receptors all patients were measured before and after the treatment.Intrvenous glucose test shows the persistent impairent of insulin secretion afterthe starting of drug therapy.However those patient who were on drug Pioglitazone some results were obtained of insulin secretion in the impairment in early drug drug therapy.Clinical observations have suggested that the second generation sulfonylureas may exert their effects by potentiating insulin released by other primary stimulators Insulin secreting drug.

According to the study of WilliamC Dukworth et al(1972), aftr the chronic treatment with sulfonylureas it is well documented that plasma insulin levels were decreased in response to oral glucose load. This apparently occures even though glucose tolerance is improved over pre-treatment, levels,present study clearly support that study.

The result og group 11 correlates with the research conducted by Bonnie &Kimmel (2005) produces the same results as FBS reduces from baseline, and at the end of study,with an overall 23.44%,reduction,while with the results showed at the end of study peroid p-value were (p<0,001).

Similarly Michael Alvarsson et al (2003) conducted a similar type of study and the found and overall changes of change of 22.11% in Fbs and 40.88% in Rbs at the end of trial p-value were (p<0.001).

However a study conducted by (Stone &Brown in (2003) didnot match to our results in the parameter of FBS and observer a reduction of 26.22%.

CONCLUSION:

In the light of study discussion it is obiovus the glibenclamide was more effective,tolerable and safer than pioglitzone in a short duration.Diabetes Mellitus is chronic prolong disease for whole life.Poor community can afford it easily,on base of marketing of this drug in pakistan diabetes patients easily go and purchase economically,in fact ,mostly people buy it from pharmacy without dr’s perscription,because pharmacist and patient both of know about this disease.Just like dispirin as analgesic,it is famous anti-diabetic drug in our states as compared of other anti-diabetic drugs.

REFERNCES:

1. Anderson J,Kendall,Perryman.S etal,”Diet and Diabettes” Diabetes 2006,16(3):17-19-
2. Bui H- Type 1 diabetes in childhood-Medicine 2006,3 ,1-3
3. Bernhard –Diabetes-type 11 diabetes mellitus Diabetes care 1995,19(100:12-17-
4. Clark CM-Oral therapyin type11 diabetes-pharmacological properties and clinical use of current use of currently available agents-Diabetes spectrum 1998,11(4):211-221.
5. Carren M.Types of Diabetes mellitus-Diabettes 2006 10 (3),07-
6. David Owerback NJ-Prevalence in diabetes population-Diabetes 1988,02(6):31-32
7. Dale MM,-Treatment of Diabetes mellitus –pharmacology 20035th edition:287-391.
8. Heller SR –Hypoglycemic in diabetes Ketoacidosis and hypoglycemic-Medicine 2006:34(03):102-110.
9. Jawad F Untraveling the mystry of Diabetes’Diabetes 2006;15(3):13-15.
10. Jacobes D-Insulin-Diabetes 1998;6(3);1160126.
11. Lambert and Bingliy-basic facts-medicine 2006,34(6):3-7.
12. Natters M-Ketoacdosis and hyperglycemia-Medicine 2006;34(3):104-106.
13. Power AC-Epidemiology of type11 diabetes Basic facts of diabetes –Diabetes 2005;1(1)7-9
14. Scarlet Oral therapy in type 11 diabetes sulfonylureas 1984;16(10);3-9.
15. Schade DS et al A placebo controlled randomized study of glimepiride in patients of Diabetes mellitus- Diabetes 19998, 38(7);636-641.
16. Warchman and Forouhi-Epidimology of Diabetes- Diabetes basic facts- Medicine 2006 ;34(2);57-60
17. Wheeler Gd- Aaccident dicovery led to the noble prize for canadian reseachers,2005,01-02.
18. WHO Report-Health-Diabetes Mellitus-Defiition and types of Diabetes 2007;1:1-4.

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WINNER of the 2008 World Diabetes Day Young Voices video contest in NYC. Thanks to all who voted and viewed! FAQ: Do you both have diabetes?: No, just LW, but D-Zome is a friend of diabetics everywhere. How long has LW had diabetes?: Since June 27, 2000 Do you like the insulin pump?: Yes, I recommend it. What is your A1c?: 6.3 What is your favorite glucose tab flavor?: Fruit Punch Can you get diabetes from being bitten by the “beetis bird”?: No. ***DISCLAIMER: if a diabetic goes into a …

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For the first time since insulin started being developed to treat diabetes 80 years ago, a new medical breakthrough in insulin administration will allow adult diabetics to deliver their insulin a very different way.

Exubera is rapid acting meal time insulin that was recently approved by the FDA. It comes is powdered form and can be inhaled through the mouth. Exubera will not completely replace insulin shots (some diabetics may still need shots of long acting insulin), but it will definitely take many of the hassles of taking several insulin shots on a daily basis away and help those with fear of needles keep their blood glucose levels under control with more convenience and ease of mind.

In deciding whether you should Exubera or not, you should consider the following factors: If you smoke or have recently quit smoking within the last six months, have lung disease, bronchitis, asthma or emphysema, you should not take Exubera. If you are under the age of 18, Exubera is not available for you, as more testing is being done on the effects of inhaled insulin in children.

Using Exubera

Exubera comes in powdered form. You insert a blister pack into an inhaler that releases the insulin and is inhaled through the mouth by taking a normal breath. The dose should be taken approximately 10 minutes before eating.

If Exubera is right for you and you decide to try it out, your healthcare provider will be able to fully train you on using the inhaler and delivering the insulin.

Side Effects

There are some side effects of this medicine that you should be aware of, and the most common is low blood sugar, or hypoglycemia. Other side effects include a decrease in lung capacity, a sore throat, cough, dry mouth, chest discomfort and ear pain. If you get these or other unusual side effects, contact your health care professional immediately.

Conclusion

Exubera is without a doubt a huge medical breakthrough in the development of insulin delivery and the overall success of diabetes management. Although this product is not for everyone and it does not completely replace insulin shots, it is definitely a step in the right direction that will help many diabetics control the blood glucose levels and live healthier, happier lives.

For more information on diabetes, diabetes management and information, visit http://www.yourlifewithdiabetes.com

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The success of islet transplantation as a treatment for those with type 1 insulin-dependent diabetes is told through patient testimonials.

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No one has paid attention to bodybuilding for the last several years without being able to tell you that over the past 15 years, the physiques have grown like never seen before. Professional bodybuilders these days are stepping onto the stage at over 280 pounds, after the top champions have had the title at 230-240 pounds for many years before. Few people know that the secret of this newfound growth is insulin.

For a long time insulin had a reputation for making people put on fat. This is an anabolic hormone, but one that has been known to cause sudden weight gain for diabetics and others using it for purposes other than bodybuilding. On the other hand, when grouped with human growth hormone, insulin can result in some massive growth. One of the reasons that many people gain fat on insulin is over consumption of carbohydrate. The initial reaction is to get rid of the carbs, this is wrong. For each IU of insulin used, an additional 10 grams of carbs are required. With too little carbs it is possible that you can go into a hypoglycemic coma (diabetic shock) and possibly die. But piling on the carbs will result in gaining a lot of unwanted weight.

It is very obvious that bodybuilding is made even more complex than usual while using insulin. It’s extreme on both ends where eating too many carbohydrates will be unfriendly to your physique; however, not eating enough carbohydrates will have negative effects on your health. For this reason many bodybuilders shapes have been ruined from using insulin while bodybuilding. Some of the bodybuilders who had great shape a few years ago now look completely different with big bellies and high fat levels. It is this reason why some bodybuilders would never support taking insulin. Others believe the opposite; saying that insulin gives a fighting chance to some of the smaller guys that can’t compete with the bigger and taller competitors. These people are the ones who believe insulin has changed bodybuilding forever.

Most competitors have to take the time to realize that in order to compete at the highest level, they’re going to need a level of muscle mass that is usually not possible through average steroid cycles. While both testosterone and growth hormone are key ingredients for bodybuilding, they will only take you so far. If you get to the heights of amateur bodybuilding and closer to top amateur competitors, you’ll find that a lot of them will be using insulin to get bigger and get better shape. Although, it is not essential that everyone practice this, for most people the long-term affects aren’t worth the amount of risk involved. But those who plan to use this technique should learn everything they possibly can about insulin before taking it. The benefits of taking insulin while bodybuilding can be magnificent, but like most things you do to your body, it needs to be carefully researched and responsibly taken to avoid negative effects.

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There are many people who hear the words Insulin Resistance and think diabetes. While the two are related, they are definitely not the same. Although Insulin Resistance is not diabetes, it is a condition that can lead to diabetes.

What happens to most people with insulin resistance is that they have high levels of both blood glucose (sugar) and insulin circulating in their body simultaneously. A person who is insulin resistant has muscle, fat and liver cells that do not make appropriate use of insulin because the cells have a weakened ability to respond to the action of the insulin hormone. While there are no statistics to state how many people have this condition, it is estimated that in America alone that number is rather large.

It is important to note the symptoms of Insulin Resistance so that one is armed with the knowledge needed just in case they or someone they know may have the condition.

1.  Exhaustion – The most common symptom of Insulin Resistance is that it wears people out, with exhaustion being common.  While there are some who are tired morning or afternoon, there are others with IR who are exhausted throughout the day.

2.  Increased Blood Pressure – Due to the high levels of insulin that are circulating in the body, another symptom can be increased blood pressure. The fact is that most people with hypertenstion have too much insulin in their system.

3.  Foggy Brain, Poor Memory – The fatigue associated with insulin resistance is not just physical. Therefore another symptom is brain fogginess in the forms of poor memory, inability to think creatively, forgetting what you were about to do, learning disabilities, and others.

4.  Hypoglycemia, Low Blood Sugar – While low blood sugar is normal for most when meals are not eaten, prolonged periods of “hypoglycemia” is not a normal thing and can be a symptom of Insulin Resistance.

5.  Bloating or Gas – Intestinal bloating or gas is produced from carbs in the diet. For many, excessive amounts of gas are a sign that one may have insulin resistance.

6.  Sleepy After Eating a Meal – If one gets sleepy immediately after easting a meal containing 20-30% of carbohydrates that too can be a sign of the condition.

7.  Large Buttocks, Large Abdomen – Prominent buttocks in women or a large abdomen in men is an indication of too much fat and are symptoms of Insulin Resistance.

8.  Depression – An issue with depression is yet another symptom.

Now while the symptoms above are common to many other illnesses and conditions, it is important to note them if you suspect you are insulin resistant. Diabetes should not be taken lightly and neither should the possibility of being insulin resistant. At your next physical, or before, if the symptoms are prevalent, ask your doctor to test you for Insulin Resistance. This is called being proactive in your approach to your health. Don’t take no for an answer.

The most important thing to remember is the a proper nutritional diet of whole foods, exercise, and care of self is a good way to stay healthy and to even rid your body of conditions like Insulin Resistance. Take your health in your hands.

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Glucose is also called blood sugar as it circulates in the blood at a concentration of 65-110 mg/mL of blood. Glucose-6-phosphatase dehydrogenase (G-6-PD) deficiency is the most common disease-producing enzymopathy in humans.

Inherited as an X-linked disorder, G-6-PD deficiency affects 400 million people worldwide. Glucose, with six carbon atoms, has four asymmetric carbon atoms (marked in this diagram with *). The arrangement of the OH’s and H’s on these atoms is very important.

Glucose may be estimated by means of the polarimeter, i.e. If a glucose solution be added to copper sulphate and much alkali added, a yellowish-red precipitate of cuprous hydrate separates, slowly in the cold, but immediately when the liquid is heated; this precipitate rapidly turns red owing to the formation of cuprous oxide .

Glucose can be thought of as a derivative of hexane (a 6-carbon chain) with -OH groups attached to every carbon except the endmost one, which exists as an aldehyde carbonyl. However because the chain is flexible it can wrap around until the 2 ends react together to form a ring structure.

Glucose readings are not linear over their entire range. If you get an extremely high or low reading from your meter, you should first confirm it with another reading.

Glucose is a type of sugar and the main source of energy used by your body. The glucose that your body uses for energy comes from many kinds of foods called carbohydrates, such as cereal, bread, rice, pasta, and other grains, not just sugary foods. Glucose is a major source of energy for most cells of the body.

Some cells (for example, brain and red blood cells) are almost totally dependent on blood glucose as a source of energy. Glucose can form from formaldehyde under abiotic conditions, so it may well have been available to primitive biochemical systems. Probably more important to advanced life is the low tendency of glucose, by comparison to other hexose sugars, to nonspecifically react with the amino groups of proteins.

Glucose is critical in the production of proteins and in lipid metabolism. Also, in plants and most animals, it is a precursor for vitamin C (ascorbic acid) production. Glucose in the bloodstream diffuses into the cytoplasm and is locked there by phosphorylation.

A glucose molecule is then rearranged slightly to fructose and phosphorylated again to fructose diphosphate. Glucose Tolerance Tests (GTTs) determine how quickly glucose is cleared from the blood after glucose administration. Blood glucose levels are measured using Johnson and Johnsons OneTouch Ultra Blood Glucose Monitoring System immediately prior to glucose administration, and at 15, 30, 60, and 120 minutes after glucose administration (timing of glucose measurement can be modified on request).

Glucose meters are either heavily discounted or distributed free with the purchase of multiple packs of glucose strips. This is forcing participants to amortise the cost of meters over a given time period. Glucose is one of the primary molecules which serve as energy sources for plants and animals.

It is found in the sap of plants, and is found in the human bloodstream where it is referred to as “blood sugar”. Glucose is produced commercially via the enzymatic hydrolysis of starch. Many crops can be used as the source of starch.

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The Phenomenon of the street children is a recent one. It is stated that the Latin American countries were the first to recognize it in their cities being the phenomenon of a magnitude and size which warranted the attention of all concerned. However the problem of street children is global one and exists in both, the developed as well as developing countries, with a difference in its size and magnitude. These countries have some kinds of micro levels of rehabilitation measures. But much remains to be done in this field.

Street children is a trem – shaking uncontrollably as a result of anxiety, excitement or weakness which often highlights a certain set of working and living conditions rather than personal and social characteristics of the individual children them selves. So often, Children in these conditions are victims of stereotypes such as “Juvenile delinquents “ on the part of the public and authorities . The term “street children” should refer to all children who work in the street of urban areas without reference to the time they spend there or the reasons for being there.” (National workshop on street children, 29 and 30 August 1998)

The other terminologies for street children have been using is,
“children without families”
“ high –risk children”
“Unattached Children”

“Children in need of care and protection”
“Abandoned children”

The UNICEF has called them “children in difficult circumstance”.

Around the part of the world the Terminology of street children used in different
ways as follows,
In Naples ,” SCUGIZZO ” derives from the work for spinning – top always
more.
In Peru, the “ PAJARO FRUTERO” (Fruit bird) earns his name looking out for the police in the market place.
In Colombia “GAMIN” (Kid) is Borrowed from the French, but has strongly negative connotations. The same world appears in RWANDA in the form “SALIGOMAN” (Sale gamin, Nasty kid).
In Zaire, street children are “MOINEAUX” (Sparrows)
In Cameroon, “POUSSINS” (Chicks) to field Workers, MOUSTIQUES” (Mosquitoes) to the police . Others have proposed the term “twilight children” to suggest their fragile and indefinite status.
Officialdom, in contrast, tends to be more circumspect and refers to street children euphemistically as “children in an irregular situation.” So, The street children is a most vulnerable and high – risk group in the society. According to UNICEF, they can be classified into three categories as follows.
Street children on the street (children with continuous family contact)
Street Children of the street (Children with occasional family contact)
Abandoned and Neglected children ( children without family)
One of the negative consequences of Urbanization in the world, particularly in the developing countries , is the existence of a large proportion of the urban poor living in slums and pavements many families do not find any shelter. The forces of modernization including industrialization and urbanization, coupled with the appalling condition of poverty have adversely affected the family life.

Illiteracy, broken family, III–treatment, parent left, Death of parents and orphans and poverty are the key factor that forced to runaway from home and living on the street at major metropolitan cities, particularly in chennai. The population of street children in chennai is around 1,00,000 Most of the street children are drop-outs from school.

Most of the time they are living on the street, without having basic general needs of food, clothing and shelter, psychological needs of love, protection and recognition and social needs of social interaction, acceptance and maturity. They are not able to get care and support from family as well as society.

Condition of street children

The most vulnerable are the runaway boys and girls who live on the railway station, bus station, market place, pavements, streets and do odd jobs like rag picking cup collecting, coolie, begging, cleaning the rail boogies, small hotels etc. These children live on pavements and street with sky as their shelter and no one to care for with love and affection.

The condition of street children is a sad reality that this section of the population are neglected, delinquent and are uncared for. They are a new and rapidly increasing group of vulnerable, deprived and exploited children in our cities.

Chennai NGO forum for street and working children conducted a survey on street children in 1996 with the support of UNICEF. This survey was conducted with the following objective:

To enumerate the number of children of children who were on the street in the city of chennai.
To find out the conditions of the street children in the city of Chennai

On the basis of the survey, it was estimated that the number of street children in the city of chennai would be around 75, 000. If one were to include the children bellow 6 years and the teenagers on the street, the population would be as high as 1.5 lakhs. They were covered under survey only 6 to 18 years children.

Most of them earn their livelihood doing odd jobs like picking rags, or recycling garbage, shining shoes, washing cars and the like. Their employers often exploit them sexually. In addition, most economic activities of the street children are controlled by territories, each of which is guarded fiercely by its members, who react violent if threatened . In this struggle for survival the competition is ruthless and only the fittest survive. To survive, They work for three hours a day on an average, either in the morning or in the evening, and with their earning they meet their daily expense. Whenever they need advance money for their expenses, they get from the waste paper shop owners for which they would sell their collection of waste only to that particular shop.
The waste paper shop is also their place of stay after their work. During their Leisure hours, they go for movies, regularly take drug, pills and injection and at night have sex with local CSWs at a cheaper rate. This involves the risk of acquiring AIDS and spreading it. They have homosexual habit also. The drugs they use includes brown sugar.

Family background

Most of the street children are living on the streets away from their family due to some of the following reasons, Abuse, violence, poverty, broken family, Peer group pressure, attractions on city life, dislike towards studies, frustration, orphan and others.
These street children have no one to care for them except their peer with whom they live on the streets. As they are away from home and school environment , the informal social control could only play a major role in their life in shaping the character and behaviour of these children.
The above stated variations have been affecting street children’s Self- esteem very deeply. Self esteem refers to the extent to which they expect to be accepted and valued by the adults and peers who are important to them. Even though self- esteem has been studied for more than 100 years, specialists and educators continue to debate its precise nature and development. But they generally agree that parents and other adults who are important to children play a major role in laying a solid foundation for a child’s development.

What is self – Esteem?

When parents and teachers of young children talk about the need for good self – esteem , they usually mean that children should have “ Good feelings” about themselves. With young children, self-esteem children refers to the extent to which they expect to be accepted and valued by the adults and peers who are important to them.

Children with a healthy self – esteem feel that the important adults in their lives accept them, care about them, and would go out of their way to ensure that they are safe and well . They feel that those adults would be upset if anything happened to them and would miss them if they were separated. Children with low self – esteem, on the other hand, feel that the important adults and peers in their life do not accept them, do not care about them very much, and would not go out of their way to ensure their safety and well –being.

During their early years, young children’s self- esteem is based largely on their perceptions of how the important adults in their lives judge them. The extent to which children believe they have the characteristics valued by the important adults and peers in their lives figures greatly in the development of Self – esteem. For example, in families and communities that value athletic ability highly, Children who excel in athletics are likely to have a high level of Self – esteem, Whereas children who are less athletic or who are criticized as being physically inept or clumsy are likely to suffer from low self – esteem.

Families, communities, and ethnic and cultural groups vary in the criteria on which self – esteem in based.

Children with self- esteem

Keeping self – esteem alive is necessary to every human being. It is the daily food of emotional health. Mother Teresa said that “each of us has a mission to fulfill, a mission to live, but that it must begin in our homes …. In the place where we are, with the people with when we are closest, and then spread out, “

Nurturing self- esteem in children, creating opportunities for success, facilitating a positive self – image are all important influences on a child’s healthy development.

Lack of self- esteem that damages a child’s self –image could interfere with a child’s ability to learn and relate.

To enhance a child’s self esteem is to be a positive force in a loving relationship and thereby make a worthwhile contribution to the world.

Many parents are unwittingly aiding their children to fail and have low self- esteem.

First we must define what every child needs. Every child needs to get parental approval.

for his or her own sense or personhood
for his or her sense of proven ability
for his or her sense of individuality
for set realistic achievement goals
to provide a framework of meaningful values

Typical sources of low self- esteem in children

In most cases, low self- esteem in children, stems from unfortunate childhood experiences. The greatest gift we as parents can give to our children is sound self- esteem. When we fail to give it we unconsciously build low self- esteem in our children.

A Parent’s own low self –esteem is a model for the child

A Child’s lack of recognition and appreciation by parents and others as an intrinsically valuable and important individual, can mar his self esteem. Phrases like “A child should be seen and not heard, “Mother knows best”, etc. demonstrate that the child’s needs, feelings, desires and opinions are not given due consideration.

A child sometimes makes self-deprecating comparisons of himself with those of his own age whom he admires for their strength and ability , their popularity, self –confidence and achievements. To make matters worse, his parents, family and friends compare him unfavourite brother or sister. This overpowers the child with devastating sense of inferiority.

A child feels inadequate because he is not encouraged and motivated to be independent, to do what he can for himself – to take responsibility for his ability as he grows in age and experience. The child is not taught to think for himself.

The false concepts, values and reactions of a child’s Parents, Teachers and peers, cause him to identify himself with his actions. For example, Mohan, whose mother had a severe migraine, is a “ bad boy” because he slammed the door. Whereas, in reality it was only his natural exuberance and lack of awareness that caused the act. This may load the child with self condemnation, shame, guilt and remorse.

Harsh and demanding parents set unreasonable standard, often raising them before the child has developed the ability to meet them. Parents may also subject their children to unreasonable, harsh criticism and undue and/or inconsistent punishment. Such actions cause early frustration, defeatism, and a destructive sense of inadequacy and inferiority.

A child being pushed beyond his capacity by the parents’ vicarious needs to achieve a sense of worth and importance through the child’s achievements often causes a deep feeling of inadequacy and unworthiness in the child.

Rivalry and unsuccessful emulation of an extremely bright or gifted brother or sister, or of an exceptionally talented and prominent parent often generates a deep sense of hopelessness and inferiority.

A child’s unflattering physical appearance and/or “odds” apparel, plus perhaps physical, mental, or emotional handicaps damage his sense of self worth.

A child raised on the basis of “ Reward and punishment”, rather than being motivated through understanding and allowed to make his own mistakes and to accept and resolve, so suffer the consequences develops low self –esteem.

Adverse economic, social, cultural, or ethnic position of parents and family often invite depreciation and ridicule.

Over possessiveness, over permissiveness, and undue control exercise by one, or both parents, nurtures a feeling of un – importance and lack of esteem in the child.

A serious sense of guilt is frequently induced by one’s material wealth or affluent background.

High values place on money, achievement and thing rather than on the individual and his innate worth, can preclude or destroy one’s self – esteem.

Repeated defeats and failures can destroy one’s sense of self- worth and result in one or two extremes. The child may become a drop-out from school or society or he may become a compulsive over achiever in a desperate attempt to “ prove himself”

Procrastination and lack of self – discipline, taking the path of least resistance, tend to demolish one’s self respect and sense of worth.

Lack of sense of meaning and purpose in life, of clear goals and objectives, preclude sound self – esteem; Key to High self – esteem.
The secret to inner peace lies in self – affirmation.

Need for the study

Bring to the end, many studies have concentrated on street children situational analysis, case studies and one study on street children on the independent variation of sex, age, education relationship between father and mother were conducted.

But no study was conducted in relation with street children’s self – esteem and so I have taken this problem for my project study. Because the street children are the important component of the developing country. but they are not in the main stream of the society. they are neglected from the family, school and social setup even they are having positive self – esteem about themselves which is not recognized by the existing social system. the street children’s perception towards the society is negative one.

SUMMERY AND CONCLUSION

Many psychologists state that our self –image is affected by all type experience. We have successes , failures, compliments, Put down personal experiences, our expectation and others expectation of us.
In 1657, Augustine Baker, a mystical theologian and Benedictine monk declared “self – esteem, Self- judgment and self – will” to be the there requisites of independence, the term had been used by scholars in Latin and Ancient Greeks, Plato, Aristotle and others. Thesaurus synonyms are “ self- reliance”, “self- consequence”, “poise”, “ confidence”, “ assurance”, “Pride” or “self- sufficiency”. Antonyms are “self – doubt” and “self – effacement” to “self- hatred” and “ shame”.
Therefore , the self- esteem provides an essential Thread that ties together various aspects of functioning. Low Level of self – esteem have been linked to confusion and disorganization with in a construct system. It would appear that low level of interrogation derived from grids developed to test the construction of others do not strongly imply that low level of interrogation will be found when the grids are based upon the construction of self.
No society can afford to ignore the street children .They are society’s future. They are to be integrated with the main stream of social development and to be provided with the opportunities to grow in sound mental and physical health in a appropriate social environment.
The human resource development approach has to be applied while dealing with all team, and it is sure that given all opportunities of their development, in their turn they can contribute immensely to the all round development of the society.
This study was conducted to mainly assess the level of self – esteem among street and school children to ascertain the possible reasons for higher or lower self – esteem.

Aim
Studying the level of self – esteem among street and school children.

Objective
To find out the level of self – esteem between school children and street children.
To find out the level of self –esteem between boys and girls among street children and school children.
To develop and recommend the remedial measures to overcome low elf esteem of street children.

Hypotheses
There will be significant difference between school children and street children in their level of self – esteem.
There will be significant difference between street boys and girls in their level of self – esteem.
There will be significant difference between street boys and school boys in their level of self – esteem.
There will be significant difference between street girls and school girls in their level of self – esteem.
There will be significant difference between school boys and girls in their level of self – esteem.

Sampling
Using Random sampling method for the study 120 school and street children were selected among these 120 children , 60 were boys and 60 were girls. Their age ranged from 12 to 17 years. Justification of age selection is, below 12 years the children are not able to recognize and express their self – esteem properly , so above 12 years has been selected for the study .

Tool used
The index of self –esteem by walter W.Hudson was found to be the most suitable tool to measure the self – esteem levels. The total questionnaire is 25

Statistical Analysis
The Collected date was analysed, the Mean, standard deviation, ‘t’ Value was established to test the hypotheses

Findings

The Level of Self – esteem of school children is lower than the level of street children, that means street children were having high level of self – esteem.

There is no gender different in the level of self –esteem of street children.

The level of self –esteem of the street boys is higher than school boys.

The Level of self – esteem of the street girls is higher than school girls.

The Level of self – esteem of school girls is higher than school boys.

Conclusion
An analysis of data collected being done, the following conclusion were arrived at. The Level of Self – esteem identified by the school children is lower than the level of street children, that means street children were having high level of self – esteem. The level of self – esteem developed by the street children boys and girls is the same. The level of self –esteem accumulated by the street boys is higher than school boys. The Level of self – esteem indicated by the street girls is higher than school girls.

Limitations
The sample was limited only in the age group of 12 to17 years
street and school children.
It was done only in Chennai city.
The sample size was small.
The self esteem questionnaires was given to the street children and school children separately.

Implications of the study
One of the first steps in encouraging healthy self – esteem in children is to : establish good relationships with them. Persons in good, relationship is ultimately what the world is all about . Relationships which are mutually loving and caring , honest and supportive create an atmosphere for healthy human growth and great self – esteem.
Emotionally, children are easily threatened by anyone bigger, older or more confident than they are not yet possessing the well – developed defended adults usually have, children’s sense of self is still Fragile vulnerable and easily knocked down. for example, children often don’t understand the significant difference chronological age can make in their performance. younger children may feel stupid because their older siblings appear smarter .they do not realize older children have had more time than they for learning skills, physical growth, greater muscle control, more practice and mare experience in sports, school, the arts and so on. younger children need to understand they may be years behind in eyepiece but not necessarily in intelligence.
When they get threats from others, they think of themselves as unlovable, incompetent, unimportant and un wanted misfits. threat brings on feelings of insecurity embarrassment ; failure and fear abounds inside them . So threat is too be avoided.

What Adults can do to boost self – esteem in children?
Acknowledge a child’s right to emotions.
Provides outlets for strong feelings.
allow time for strong feelings to cool off.
connect yourself with their strong emotions.
help relieve stress with some thing physical.
show that you can accept even the undesirable.
encourage children to talk to other adults.
help children by telling them stories.

what parents can do ?
Apart from this, in order to build great self – esteem in children, parents need to.
Be an example of self – value, self – love and self p celebration.
Respect your child as a unique never – to -be- repeated miracle of good.
Lead your child to feel loved , Valued and respected for his / her own self.
Make your child responsible for his/ her actions and conduct.
Help your child to feel capable of accomplishing things on his/her own.
Show your child that each day is full of joys and wonderful experiences.
Give sincere praise and appreciation for every good experience.
Let your child find him self through your guidance. Don’t make him a robot or rubber stamp of yourself.
Invest time and energy to help your child achieve greatness.
Lead your child to Improve with each event, not compete with others who may be more beautiful smarter or wealthier . these are False standards of greatness and make one all but feel like a loser the winner in the one who is doing his best for his own sake. Be consistent in your discipline and lead your child to agree as to proper conduct. Empress praise for good behavior and don’t destroy the value of praise by withholding praise when improper conduct occurs. Teach children not to use self put- downs Teach them how to give tem selves self – support self – value, and self – assurance.
Parents can play an Important role in strengthening children’s self – esteem by treating them respect fully , taking their views and opinions seriously, and expressing appreciation to them above all, parents must keep in mind that self – esteem is an important part of every child’s development.

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A relaxing Christmas vacation turns into a terrifying fight for survival as the children begin to turn on their parents.

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Does high blood pressure normally run in your family’s blood?

If yes, then you must take into consideration having a regular blood test. In this process you will be able to know whether you might have an underlying ailment.

The blood glucose is normally expressed in millimoles pr litre (mmol/l). Typically, its level is lowest in the morning and higher after mealtime than its narrow limits right through out the day which is 4 to 8mmol/l.

Note: Glucose is normally the only sugar found in the blood. Blood glucose concentrations are kept within a relatively narrow range by such factors as hepatic and renal uptake and release, glucose removal by peripheral tissues, hormone influences on uptake and release, and intestinal absorption. The only endogenous sources of glucose are the liver and kidneys which convert glucose-6-phosphate to glucose. Insulin is the main hormone that affects glucose blood levels.

However in the case of diabetes, it blows out of proportion until it is treated or at least maintained. Yet, though treated, there will still be some time where it will go adrift from its normal level.

Now, if you happen to discover that you have failed to escape this kind of illness. The Dietary Approaches to Stop Hypertension (DASH) which was introduced by the Lousiana State University Ag Center in their research could be of so much help.

The study states that a healthy food preparation will be able to trim down your blood pressure and reduce the possibility of reducing it to normal levels. It also shows that blood pressure may be decreased by taking foods which are low in salt, total fat, saturated fat and cholesterol. Likewise it also advises a diet loaded with fruits, whole grains and low-fat dairy foodstuffs and vegetables.

In addition, the study also showcased the usual American diet sodium cutback. According to the results the minimal intake of sodium also minimizes the blood sugar level.

Since high blood pressure threatens the chances of heart disease, stroke and kidney disease, which ranks as the first, third and ninth chief causes of death in the American populace. It is therefore important to do the necessary measures to prevent it from happening.

Three things may help you prevent high blood sugar:
- Testing your blood sugar often, especially if you are sick or not following your normal routine. You can see when your blood sugar is above your target range, even if you don’t have symptoms of high blood sugar (increased thirst, increased urination, and fatigue).
- Visit your doctor if you have frequent high blood sugar or your blood sugar is consistently above your target range. Your medication might need to be adjusted or changed.
- Drink extra water or noncaffeinated, nonsugared drinks to prevent dehydration

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For diabetics, it’s crucial to identify high blood sugar levels. Learn the symptoms of and how to treat high blood sugar in thisfree video from a nutritionist specializing in diabetic diets. Expert: Heidi Kaufman Bio: Heidi Kaufman is a nutritionist that focuses on disorder prevention through diet. She gives lectures and teaches class at the local hospital about how to live with diabetes. Filmmaker: Reggie Hayes

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Article written by Hector Milla, editor of http://www.thehighbloodsugar.org, a website about High Blood Sugar, thanks for using this article in your website or ezine keeping a live link.

Scientific research into the health benefits of xanthones from mangosteen has been conducted since the 1970s and, although there is still much more work to be done, the results thus far are very promising. Mangosteen is a complex research subject because it contains over 40 xanthones. Choices, therefore, need to be made regarding which particular xanthone should be the focus of any given study. Two of the most studied xanthones are alpha-mangostin and gamma-mangostin.

Both of these compounds have been shown to be very effective anti-inflammatory agents. Several studies led by Nakatani, published in Biochemical Pharmacology in 2002 and Molecular Pharmacology in 2004, confirmed that gamma-mangostin is a potent COX-2 inhibitor. This means that it is a factor in reducing inflammation and its associated pain. The authors conclude that gamma-mangostin “is a new useful lead compound for anti-inflammatory drug development.”

Several xanthones have been studied for their efficacy in treating cancer. A paper published in the Journal of Natural Products in 2003 showed that a variety of xanthones from mangosteen were all able to inhibit the growth of human leukemia cells. The same authors in a follow up study (Bioorg Med Chem. 2004 Nov 15;12(22):5799-806) concluded that alpha-mangostin would be a candidate for preventive and therapeutic application for cancer treatment. A study by Moongkarndi and others (J Ethnopharmacol 2004; 90(1):161-166) on the effect of mangosteen pericarp extract on human breast cancer cells found that it had “potential for cancer chemoprevention.

The antioxidative ability of the xanthone mangostin was shown by Williams and others (Free Radic Res 1995; 23(2):175-184) to lower “bad” cholesterol levels. This helps prevent the buildup of plaque within blood vessels and lowers the risk of heart disease.

Several research studies have verified the traditional use of mangosteen as an antibacterial agent. For example, a study by Iinuma and others, published in the Journal of Pharmacy and Pharmacology in 1996, showed that alpha-mangostin exhibited strong antibacterial activity against Staphylococcus aureus. The authors concluded that “the compounds might find wide pharmaceutical use.” Another study involving alpha-mangostin showed that it was effective against Mycobacterium tuberculosis.

Gamma-mangostin has also been shown to be effective against some viruses. One study (Planta Med 1996; 62(4):381-382) showed that it was able to cause the HIV-1 virus to remain immature and incapable of infection.

It should be noted that all the above research results were obtained in laboratory studies. To be more meaningful, follow up clinical trials using human subjects need to be carried out. However, the results to date indicate that xanthones from mangosteen may have a major role to play in the treatment of a wide range of health problems.

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Adam Winners is a natural health writer. Recently, he has been writing extensively about the Mangosteen, Xanthones and XanGo. XanGo (MangosteenJuice) is the first supplement to bring the Mangosteen fruit in liquid form to the Western World.

IMPACTS OF FOOD PRODUCT ADVERTISEMENTS OF PAKISTAN TELEVISION ON THE EATING HABITS OF CHILDREN

By MALIK TARIQ MAHMOOD

INTRODUCTION

Television belongs to the family of audio-visual communication medium. It is able to transmit sounds and images carrying message of a varied nature and for a variety of purpose. It has strong influence on people, in the culture and on other media. It is a widely used telecommunication system for broadcasting and receiving moving pictures and sound over a distance from all around the world. The term may also be used to refer specifically to a television set, programming or television transmission. Television commercials have become one of the most effective, most persuasive, and most popular methods of selling products of many sorts.

Within Pakistani culture we need to look deeper at the role of television and advertisements, to assess why they hold such a valuable position. Pakistan Television is a permanent fixture in children’s lives. The television set is as familiar to children as the faces of family members. Television set is always there, to entertain and to give company to children, especially when no one else in the mood to play, chat or interact with them. They are increasingly being exposed to different cultures, absorbing new ideas and impressions about other cultures.

Many television advertisements are catchy jingles or catch-phrases that generate sustained appeal, which may remain in the minds of television viewers long after the span of the advertising campaign. Nowadays advertising spread in our entire culture influences in society and our fundamental patterns of life. Advertising can be seen as one of the factors that contribute to shape people’s life, their basic values, and attitudes. But actual picture is different, according to Edger “Advertising is the art of making whole lies out of half truth.’1

Advertising has been watched in many ways: on Television, Newspapers, Billboards, Walls, Video, Internet and in many other forms. The protection of children from harm is linked directly to the issue of what affects observed from viewing television. The criticisms regarding watching television of children are linked to what they watch and for how long. Television advertising on food causes parental concern; parents try to control the television viewing of their children. Parental control of television viewing is expected to lower the number of hours of a child, which leaves impacts on their health.1

Today’s children are our future and unique in many ways from previous generation. But perhaps the most influencing factor on children’s health is television advertisements. There are general concerns of parents that television advertising has negative influence intended or unintended on children’s health.

Advertising is the structured and composed nonpersonal communication of information, usually paid for and usually persuasive in nature, about products by identified sponsors through various media. Advertising companies naturally communicate to large number of people about their products. There is nothing wrong with that, as it allows innovative ideas and concepts to be shared with others. However, as the years have progressed, the advertising methods and techniques have become advance, appealing, shaping, and even creating consumer’s needs where there has been none before, or turning luxuries into necessities.2

Mass advertising is no longer solely a means of introducing and distributing products, though it does that. It is a major mechanism in the ability of a relatively small number of giant corporations to hold disproportionate power over the economy. These corporations need newspapers, magazines, and broadcasting not just to sell their goods but to maintain their economic and political influence. The media are no longer neutral agents of the merchants but essential gears in the machinery of corporate gigantism, and increasingly they are not only needed but they are owned by the corporate giants.3

HISTORY OF ADVERTISING

Advertising is as old as civilization itself. The earliest beginnings of advertising, of course, are impossible to pinpoint, but there are several examples dating back thousands of years. In early days, signboards were placed above the doors of business establishments, and later, the town crier was an important advertising medium. Advertising was a well established part of the social environment of early civilizations. However, until the advent of mass selling in the 19th century, advertising played only a minor role in the conducting of business.4

After the invention of printing handbills, posters and then newspapers were used in increasing the quantities of advertise products. The development of railroad transportation enabled advertising industry to send its products to consumers who lived far from the manufacturing plants. Advertising assumed national character as business people used both newspapers and television to broaden their markets.

STATEMENT OF THE PROBLEM

The advertising of food products of Pakistan Television impact on children’s health – eating disorder and they become obese and idle. The researcher interested to investigate these impacts of food-products advertising on the health of children.

OBJECTIVES

The study was conducted while keeping following objectives in mind:

i) To investigate children’s viewing habits of Pakistan Television

ii) To find out impacts of advertising on children’s health

SIGNIFICANCE OF THE STUDY

Although there are many beneficiaries of the study but the main beneficiaries are parents’, and personnel of advertising agencies. All parents want to provide good food to their children for healthy life. The results of the study will show the parents about impact of advertising on the health of their children and will help them to compensate these affects.

LITERATURE REVIEW

This chapter has been divided into five parts. The first part describes some general things about Television advertising. The second part of the chapter is explaining theory of the advertising; how the advertisements affect the health of children and their lives. The third part explains the role of advertising in the society. The fourth part describes the health of children and their BMI. The fifth part of the study explores the negative impacts of ads on the health of children of 8 to 12 years.

Television is an important socialisation agent; it is present in children’s lives. Many advertisements broadcast on television are the creations of brilliant minds that want to persuade them to purchase the advertised products. Evidence are mounting that marketing to children is harmful. Nearly every aspect of children’s lives has been adversely affected by recent trends of advertising. Research links advertising to increased obesity and eating disorders in children because they are vulnerable to persuasive messages. According to Media scholar Gorge “Television has become unavoidable and unremitting factor in shaping that what we are and what we will become.”1

The children under the age of eight are unable to critically comprehend televised advertising messages and are prone to accept advertiser messages as truthful, accurate and unbiased. This can lead to unhealthy eating habits as evidenced by today’s youth. This is a critical concern because the most common products marketed to children are cereals, candies, sweets, sodas and snack foods. Advertising of such unhealthy food products to young children contributes to poor nutritional habits that may last a lifetime and be a variable in the current epidemic of obesity among kids.2

TELEVISION ADVERTISING

A consumer exposed hundreds commercial messages every day. They may appear in the form of billboards, newspapers, television commercials, etc. It is actually a very structured form of applied communication, employing both verbal and nonverbal elements that are composed to fill specific space and time formats determined by the sponsor. First and foremost, advertising is communication – a special kind of communication. Traditionally, advertising has been principally a one-way process, but with today’s new interactive technology, consumers can give feedback to advertising messages in real time using the same channels as the sender. Most advertising is intended to be persuasive – to win converts to a product, service, or idea. Some ads, such as legal announcements, are intended merely to inform, not to persuade. But they are still ads because they satisfy all the other requirements of the definition.3

The issues surrounding advertising directed to children are related to certain commercial campaigns primarily targeting children. Cold-drink advertisements are commonly shown during sports events and seen by millions of children, creating brand familiarity and motivating children for buying. They have been exposed television more than 15 edible ads during one hour programme and when they watch television 4 hours a day that means they saw one product’s ad around 20 times in one sitting. This is referred to graph no. 15 at page 34.

Advertising is persuasive and informational influence on the behaviour of the audience. Advertising is also a marketing tool and may be used in combination with other marketing tools, such as sales promotions, personal selling tactics, or publicity. But the actual picture is different, according to Edger “Advertising is the art of making whole lies out of half truth.”

The impact of television advertising is the greatest among children. The children like television commercials more than elder group, and they are also more deeply influenced by the catchy appearance of advertiser on their lives.

Advertising aimed at children is based on three concerns, first, it is believed that advertising promote superficially and values founded in material goods and consumption. Second, children are considered inexperienced consumers and easy prey for the sophisticated persuasion of advertisers. Third, advertising influences children demand for everything from toy to snack food.4

THE ROLE OF ADVERTISING

Advertising plays a vital role in the economic system of a country. It helps in selling ideas, goods, and services. Advertising both reflects and affects our lifestyles, and thus, plays a substantial social role. Advertising has become so close to our life, therefore, it serves multidimensional communication needs of society. Business firms, labour unions, government agencies, and political leaders are successfully employing advertising to inform and persuade people about their purpose.

Kapoor gives the four points of role of advertising: First, the country’s gross national product is greater and the standard of living is higher than they would otherwise be. Advertising creates jobs with a greater variety of products, and improves the quality of products and increase the economy of country. Second, argument of Kapoor is that advertising plays a major role in informing the consumer so that more intelligent choices are made in the marketplace. Third, rationale for advertising is that the firm’s cost of production per unit of output is lower because advertising increases demand for the firm’s output, so, advertising leads to more efficient use of resources in the economy. Finally, she says that advertising leaves the impacts either positive or negative on the general masses as well as on children. These impacts are changed according to the culture and environment.5

The above mentioned four points are whole picture of advertising that advertisers want to achieve. This same situation can be found in Pakistan. So, no one can able to explore all the aspects of advertising at this level because so many hurdles are there, such as lack of resources, shortage of time.

CHILDREN’S HEALTH

Every parent consciously and keenly observes the health of their children in all society. But parents are more attached with their children in Pakistani society because children are their future and they will help in finances when parents will retire. All parents like to provide good food to their children for their health and give proper education for making them a good citizen. Both parents are working because they want to improve their living standard; this is referred to graph no. 4. Some times parents over looks children’s activities i.e. what and when they eat? When and how they watch television? Why they become obese and idle? 6

Actually the researcher will explore the answer of all these questions because these questions are mainly related with the study.

Health experts have linked excessive watching television to obesity – a significant health problem today. While watching television, children are inactive to buy such products. They are also bombarded with advertising messages that encourage them to buy and eat unhealthy foods such as potato chips, burgers, pastries etc. and empty-calorie soft drinks that often become preferred snack foods. Indirectly advertising leave too much affect on children’s health. Even if children are watching 4 hours of quality educational programs on television in a day, that means they are not exercising, reading, socializing, or spending time outside. But some studies have shown that decreasing the amount of television watching by children led to less weight gain and lower body mass index increase, and make them idle that is not better for their health.7

BODY MASS INDEX (BMI)

Body Mass Index (BMI) is used to estimate healthy weight of average people. A BMI of 20 to 24 is desirable for most adults. A person with a BMI of 25 to 29.9 is considered overweight, and a person with a BMI of 30 or above is considered obese. Obesity is associated with an increased risk for heart disease, diabetes, and other life-threatening diseases.

The body mass index (BMI) is commonly used to determine desirable body weights. BMI is a measure of an adult’s weight in relation to height, and it is calculated metrically as weight divided by height squared (kg/m2).

Body mass index only provides a rough estimate of desirable weight; however, physicians recognize that many other factors besides height affect weight. Weight alone may not be an indicator of fat, as in the case of a bodybuilder who may have a high BMI because of a high percentage of muscle tissue, which weighs more than fat. Likewise, a person with a sedentary lifestyle may be within a desirable weight range but have excess fat tissue. However, the higher BMI is greater the risk for developing serious medical conditions.

BMI Chart for Boys

Body Mass Index (BMI) percentiles for boys, from two to twenty years, so that you can track your child’s growth curve and see if they are underweight, overweight or just right.

BMI Chart for Girls

Body Mass Index (BMI) percentiles for girls, from two to twenty years, so that you can track your child’s growth curve and see if they are underweight, overweight or just right.

What is Fat?

Fats, or lipids, are nutrients in food that children’s body uses to build nerve tissue (like the brain) and hormones. The body also uses fat as fuel. If fats that children have eaten are not burned as energy or used as building blocks, they are stored by the body in fat cells. This is body’s way of thinking ahead: By saving fat for future use, the body plans for times when food might be scarce.

Fat gives food flavour and texture, but it’s also high in calories, and excess amounts of fatty foods as with excess amounts of any food can cause many health risks. For children and adolescents, desserts and snacks including potato chips, chocolate, cakes, doughnuts, pastries, and cookies are a significant source of fat. Children also get fat from whole milk products and high-fat meats, such as fried and spicy meat. Of course, fast-food and take-out meals tend to have more fat than home cooking; and in restaurants, fried dishes are the highest in fat content. Fat also often “hides” in foods in the form of creamy, cheesy, or buttery sauces or dressings.

Still, though, fat is an important part of a healthy diet when the children eat the right kinds of fats especially those from certain kinds of fish in recommended amounts. Like carbohydrates in recent years, fats have been wrongly accused of being “bad”. Although some definitely better than others, certain kinds of fat are actually good for teenager and children an important part of a healthy diet.

Obesity increases the risk of developing disease. According to the National Institute of Diabetes and Digestive and Kidney Diseases, almost 70 percent of heart disease cases in the United States are linked to excess body fat, and obese people are more than twice as likely to develop hypertension. The risk of medical complications, particularly heart disease, increases when body fat is distributed around the waist, especially in the abdomen. This type of upper body fat distribution is more common in men than in women.8

CAUSES OF OBESITY

A calorie is the unit used to measure the energy value of food and the energy used by the body to maintain normal functions. When the calories from food intake equal the calories of energy the body uses, weight remains constant. But when a person consumes more calories than the body needs, the body stores those additional calories as fat, causing subsequent weight gain.

Obesity, medical condition characterized by storage of excess body fat. The human body naturally stores fat tissue under the skin and around organs and joints. Fat is critical for good health because it is a source of energy when the body lacks the energy necessary to sustain life processes, and it provides insulation and protection for internal organs. But the accumulation of too much fat in the body is associated with a variety of health problems. Studies show that individuals who are overweight or obese run a greater risk of developing diabetes mellitus, hypertension, coronary heart disease, stroke, arthritis, and some forms of cancer.9

The causes of obesity are complex and include some factors. Basically, obesity occurs when a person eats more calories than the body burns up. The children have an 80 percent chance of being obese if their parents are obese. Obesity in childhood and adolescence can be related to:

i) Poor eating habits
ii) Overeating habits
iii) Unnecessary use of Cold drinks
iv) Eating Non-nutrition food
v) Eating out-side the home

The percentage of overweight children is growing at an alarming rate. On the whole, children were spending less time exercising and more time in front of the TV and computer. And today’s busy families have fewer free moments to prepare nutritious, home-cooked meals, day in and day out. From fast food to electronics, quick and easy seems to be the mindset of many people, young and old, in the new millennium.

IMPACTS OF ADVERTISING

Modern life style has frozen the family size in the Pakistani society. Nuclear family has taken place of the joint family. Lifestyle trends in urban Pakistan (rising incomes, longer working hours, more working mothers, and time-poor/cash-rich parents) tend to support their families, which lead the child to watching television and increased consumption of unnecessary food. Furthermore, the advertising industry makes junk food seem irresistible.

Children who watch a lot of television have difficulty in concentrating at school because they are used to being given all the answers instead of being asked to think about questions. If children watch less television, their imagination will grow.

Unfortunately, children are not given proper guidance as to what they should do. The media is not playing its proper role in the promotion of children’s rights and the difficulties they have to face in the society. Even the authorities of Pakistan Television ignored this side and they can not design programs according to children’s requirements.

IMPACTS ON CHILDREN’S HEALTH

James suggests that “Childhood obesity arises from foods that are high in fat and low in fibre. When children eat this food, the insulin not only increases the effects of the pleasure-chemical dopamine (making the child want to eat more of the same food) but also reduces the effects of the hormone leptons, making the child want to eat more and be less active”.10

Television also has negative impacts, it creates eye problems. It stops the children from going out and playing with friends. Its advertising makes them buy things even if they do not need. It can make them tired and unable to focus on their lessons.

LEAVE UNHEALTHY HABITS

Gerbner said that the many media experts in Western countries who continue to be deeply anxious about the commercial context of television programming. They argue that television advertising leave impacts on society, particularly on the health of children, and television advertising is not going on air without reason.11

The impact of television on children has received much attention. Research suggests that children see television advertising as just another form of programming and react uncritically to its messages, which makes them especially vulnerable to advertising. There is also concern about the way in which children respond to advertising. Research indicates that many children are unduly influenced by this standard of health, become dissatisfied with their own bodies, and may develop eating disorders in pursuit of a thin figure. Advertising affect daily life and eating habits etc. The children as well as the teenager get influenced, consciously or unconsciously by advertisements of Pakistan television.

RESEARCH METHODOLOGY

Every scientific discipline employs a particular methodology in conducting of research. This includes some assumptions and values which serve as a rationale (underlying reasons) for effort of research and standards criteria for the whole process. The basic purpose of this research study was investigating the negative impacts of eating habits/disorder on the health of children. For this purpose systematic random sampling method was used. The sample size was limited to 30 children aged between 8 – 12 years and their parents.

RESEARCH DESIGN

This study was survey research about “Impacts of food product advertisements of Pakistan Television on eating habits of Children” in Satellite Town (B-Block) Rawalpindi city. The researcher used questionnaire for parents and interviews of the children as instrument to gather the data.

POPULATION

In this research study children of age 8 – 12, and their parents in Rawalpindi city were the population of the study.

SAMPLING TECHNIQUE AND SAMPLE

Random and convenience sampling techniques were applied in this research for selecting the sample. The sampling frame was 30 children aged 8 – 12, and their parents from Satellite Town (B-Block) Rawalpindi city.

DEMOGRAPHIC VARIABLES

There are three demographic variables in this study:

i) Gender
ii) Age
iii) Qualification

RESEARCH INSTRUMENTS

In order to realise the objective, a survey study was carried out. The data was collected mainly from the primary sources. A questionnaire was designed for parents. Children’s questionnaire was also used for structured interview.

DATA COLLECTION

Data was collected through questionnaire and interview. Questionnaire were distributed among the parents and administered by the researcher personally. Structured Interview was conducted to all children respondents of sample.

DATA ANALYSIS AND INTERPRETATION

In this chapter the researcher analyzed the data of impacts of advertisements on the health of children. The data on the “Impacts of Food Product Advertisements of PTV on the Health of Children were collected through a questionnaire which was especially designed for this study. Primarily, cross-tabulation statistical procedure was applied to investigate relationship between demographic variables i.e. (gender, age, and qualification, and presented in graphs alongwith data tables with interpretation.

As evident form the graph 1, the majority of the male respondents (34% fell in the age category of 30 to 45 as well as female respondents in the same groups made 23%. The results showed that majority of the both groups respondents were youngster.

As evident from the graph 2, the majority of the male respondents (20%) was Doctor whereas 20% were running their business, 10% female respondents were Govt. employee and 10% were housewives.

Graph 3, showed that 57% of male respondents and 30% female respondents were highly qualified. So, male respondents were higher qualified as compared to female.

The graph 4 documents the monthly income of the parents-respondents. As evident from the graph that male respondent belongs to well earning families as compare to female respondents.

As evident from the graph 5 this shows the composition of families of the respondents, the majority of respondents having four members in their family.

As evident from the graph 6 all parent respondents watched PTV regularly.

As evident from the graph 7 that majority (13%) of male-respondents watched PTV in evening and late night as compare to female respondents who liked to watch Pakistan Television in morning and afternoon.

Graph 8 showed that majority of parent watches Pakistan Television for 2 to 3 hours daily.

Graph 9 reflects that all children respondents were regular viewers of Pakistan Television.

The results of the graph 10 shows that children like to watch television in evening mostly but some respondents like to watch in afternoon as well.

As evident from the graph 11, the majority (30%) of children respondents watches PTV for more than four hours daily. According to the data collected children of 8-12 years old were heavy viewers of PTV. Actually that is the problem area because watching television for long time i.e. more than five hours creates adverse effects on the health, especially children of 8-12 years old.

The results of the graph 12 shows that majority (33%) of children respondents like to watch children shows/quiz programmes as guided by their parents.

Graph 13 reflects that parents allow their children to watch PTV for the purpose of getting updated information and for entertainment as well.

Graph 14 is evident that male respondents felt tiredness when they watch PTV for more than 3 to 4 hours but female respondents got bored that means female liked to watch more than four hours.

As evident from the graph 15 that majority of respondents (40%) watched ads around 15-20 and 20% saw more than 25 ads in an hour. Its means that during one hour program a lot of food-products were advertised on PTV which instigated children to buy these products on their own or ask their parents to buy the same for them.

As evident from the graph 16 that majority of both parent and children respondents usually liked to buy cold-drinks but some children responded that they also liked to buy chips type products as well. These products increase fats on the body especially in children because the age 8-12 years is the grooming age and they need proper and nutritionist diet for their health.

As evident from the graph 17 parent respondents, responded that children attitude was changed if they did not buy or allow them to buy such edibles. They behave aggressively with their elders or parents.

The results of the graph 18 show the impacts of Pakistan Television’s ads on children. Parents responded that their children tried to imitate when they saw ads, but some parents responded that they felt some aggressiveness during/after watching ads because advertiser showed super human actions.

As results of the graph 19 shows that parents always buy food products on their children’s demand because they were well earned (refer to graph no. 4). They fulfilled all demands of their children whatever they demanded for eating. This eating habit created eating-disorder in the children of 8-12 years old.

As evident from the graph 20 that parents felt that PTV’s ads effected their children’s diet because their children having enough money to buy belong to upper class families (refer to graph no.4).

As evident of graph 21 that parents responded that these ads increased eating disorder and decreased health of their children.

FINDINGS

The purpose of this research was to find out Impacts of Food Product Advertisements of Pakistan Television on the Eating Habits of Children. The major variables those are likely to have a significant impact of Pakistan Television ads on children’s health.

In Pakistan almost all the children have been watching television regularly. The information about children’s spending time on viewing television was to estimate their exposure to the variety of advertisements. Variation of advertising’s influence has been observed differently in one child to another, and from day to day for the same child. Nevertheless, some general influence of advertising on children were observed, which presented in chapter 4 at graph 9.

According to the graph 11; all the children have been watching television daily. 23% children saw television for up to 3 hours and 30% were watched television up to 4 hours a day. Thus, they were found heavy and regular viewers. Most of the children spend quite a lot of time sitting in front of television screen watching various programmes.

Thus, children of 8 to 10 years old were found to be more attracted towards television ads and they watched them with great interest but with the increasement in the age, children’s preferences shifted towards television programmes.

Most of the children in all age groups watched the television ads with great. That means many audio-visual techniques in television advertising were simply aimed at gaining, and holding children’s attention, which impressed them to purchase various products. Thus, television advertisements could really make a tremendous impact on children. The researcher found out the following aspects:

1) Children of 8-12 years old and their parents were watched Pakistan Television TV regularly. Most of the male parent liked to watch at late night but female parent liked to watch at morning and evening and their children liked to watch at evening. The parents’ watching span was 2-3 hours but their children’s watching span was 4-5 hours daily.

2) Children liked to watch children shows/quiz programmes but their parents allowed them to watch of PTV for getting information and entertainment as well.

3) Male respondents felt tiredness when they watched PTV for more than 3 to 4 hours but female respondents got bored that means female liked to watch more than four hours.

4) Majority of parents and children usually liked to buy cold-drinks but some children also liked to buy chips type products as well. The researcher find out that these products increase fats on the body especially in children because the age 8-12 years is the grooming age and they need proper and nutritionist diet for their health.

5) Children’s attitude was changed if they did not buy or allow them to buy such edibles. They behaved aggressively with their elders or parents.

6) The children tried to imitate when they saw ads, but some parents responded that they felt some aggressiveness during/after watching ads because advertiser showed super human actions.

7) Parents always bought readymade food products on their children’s demand because they were well earned (refer to graph no. 4). They fulfilled all demands of their children whatever they demanded for eating. This eating habit created eating-disorder in the children of 8-12 years old.

Ads of PTV effected their children’s diet because their children having enough money to buy such edible belong to upper class families (refer to graph no.4).

9) Ads of Pakistan Television increased eating disorder and decreased health of children of 8-12 years old.

CONCLUSION

Mostly children are addicted to viewing TV their average of viewing is more then 60% that means they are watching TV more then five hours per day, they are heavy viewers. After/during watching TV’s ads most of the children demanding drinks i.e. coca-cola, des, Pepsi these drinks develops unhealthy habits of children. Some children ages of 10-12 are trying to imitate the same action which they seen during that ads, which are dangerous for their lives.

The data of this research study proves that fats increased in the body of people especially in children, if they regularly drink these products. Increases fat in the body is not good sign because fat creates obesity and hear-diseases. Children are over weight according to their age and height because they are regularly use these cold drinks and eating fried meats outside the home with their parents or elders.

Children having less weight according to their BMI it’s due to their eating disorder. They think that if we eat and drink more than other we have good muscles but their stomachs are not digesting the such food properly, so eating disorder increased and after a couple of months their weight is decreasing. That is only for their eating disorder. They seen that the performer of powder-milk ads is healthier because s/he drink that milk after that they trying to buy and drink that power-milk but they do not know the actual picture.

RECOMMENDATIONS

After concluding the results of the data the researcher give the following recommendations:

i) Policymakers need to take steps to better protect children from exposure to advertising because of the inherent unfairness of advertising to audiences who lack the capability to evaluate wrong information in television advertising.

ii) Parents should attempt to restrict their children’s TV time.

iii) Teachers and parents can help children to decide what they should watch on TV.

iv) Adults should look out for things their children do not understand on TV.

v) Parents should also keep an eye on any other negative effects of watching Pakistan Television on children’s health, eating-disorder and their eye sight problems.

vi) Children should be encouraged both in their schools and at home to discuss television advertising.

vii) Parents/Teachers should help children to look for programmes which relevant for their health and has some positive impacts on their health of Pakistan Television.

Works Cited

Edger A. Shoaff. http://thinkexist.com/quotation/advertising_is_the_art_making_whole_lies/204323.html

Evra, Judith Van: Television and Child Development. (Hillsdale, NJ: Lawrence Erlbaum 1990).

Kunkel, D., Wilson, B., Donnerstein, E., & Blumenthal, E.: Measuring Television Violence: The importance of context. (Journal of Broadcasting and Electronic Media 1995).

Ibid.

Ibid

Namita Unnikrishnan, and Shailaja Pajpai: The Impact of Television Advertising on Children. (Sage Publications India Private Limited, India 1996)

Namita Unnikrishnan, and Shailaja Pajpai: The Impact of Television Advertising on Children. (Sage Publications India Private Limited, India 1996)

Neeru Kapoor: Television Advertising & Consumer Response. (Mittal Publication, New Delhi, India 2003)

http://weightloss.about.com/od/obesityhealth/a/blwhatsbmi.htm

http://en.wikipedia.org/wiki/Obesity

Shanahan James and Michael Morgan: Television and its Viewers: Cultivation Theory and Research. (Cambridge University Press, UK1999)

Syed Abdul Siraj Advertising. Islamabad: Allama Iqbal Open University) 6-8

Microsoft ® Encarta ® Reference Library 2005. © 1993-2004 Microsoft Corporation. All rights reserved.

William F. Arens. Contemporary Advertising (10th Edition). (McGraw-Hill Irwin, United States 2006)

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About Author

I have done my Master of Sciences and PGD in ELT with Thesis and Dissertation. Now I’m studying M.Phil.