Going for the Look but Risking Discrimination Essay

In the society we all told live in today, where exterior beauty is emphasized more than inner beauty, businesses have realized how to apply that view to their own benefit They have imagineed at trends and realized that it is economic to betroth those with outer beauty. However, since definite businesses argon only hiring current(prenominal) ethnicities in order to project that range, it has been questioned whether these businesses atomic number 18 discriminating. In the article, Going for the Look, unless Risking Discrimination, it says that hiring magnetic people is not necessarily illegal, exclusively discriminating on the primer of age, sex, and ethnicity is.The companies cannot help it that only certain types of people fit their marketing cooking stove and their hiring strategies be not exactly discrimination because they have nothing else against different people except that they argonnt alloting material. Although it might be seen as discrimination in only hiring certain types of peoples, I agree with Cohen that it is a smart move to hire based on image because if is an in effect(p) marketing strategy. Image plays an eventful role in determining how much certain products can be sell.The differences in the prices of the clothe sold in for example, Walmart, and those of Nordstrom or Neiman Marcus is collectible to image. When you walk into keys that flavor cheap and wear the clothes there, you do not feel all that glamorous. However, in designer stores, where all the models are what we call chic and all the products are in a fancy arrangement, e very(prenominal)one feels compelled to buy the product so that they can look the like a million bucks.Also, chic models are featured in designer magazines such as Bazaar that accommodate the impression to readers that if they have these certain items they can also be beautiful Because of this, Gucci,Louis Vuitton, and other brand items that are considered designer items can be sold at the price of thousands of dollars. This is practiced for businesses because they can make a lot of money from items that do not take much to produce and also come from cheap repel probably. No one buys those bags because they are of particular beloved quality but just because the brand name tells others that you are in and that you are peradventure rich.Looks are attractive to the eyes that is human nature since it is the strongest sense and will not likely be subject to change. The commencement exercise impression that somebody always gets from another(prenominal) person is fbased on the way they look. Everyone basically has the aforementioned(prenominal) view on what is pretty and what is not and that view influences their decisions on what to buy. In a society where most(prenominal) people care about what they look like, it is essential for companies to portray an image that is attractive and makes the person want to look that certain way. Abercrombie and Fitch is an examp le of a store that excels at doing this.They hire buff guys and attractive white girls to portray a preppy, American modal value to be models and sellers. They also attract customers by appealing to another important human sense, smell they spray the store with an intriguing perfume. When girls see good looking guys, they would want to walk into the store to check them out and the like(p) for guys toward girls. This gives them an opportunity to also look at the clothes at the same time. This leads to increases in sales that generate profit and future profit. For the future profit, I mean that if some people go to a certain store, it would in brief turn into a trend.Those that shop at the store would influence their friends to do so too. In some cases, businesses have to hire for image. If they do not do so, things become awkward and may not reflect a businesss culture. Since the United States is a diverse country with many ethnicities, this situation applies directly to this nati on. Throuhout ths country, there are many restaurants that are designated to sell certain types of food such as Japanese, Chinese, Mexican, and many others. There are also areas that are designated to certain cultures such as Chinatown and Japantown.When customers walk in to those restaurants or areas, they immediately think that they should see people of a certain ethnicity working there. Also, the setup of the table and other decorations also seeks to portray a cultural image that influenced peoples views. Ths might seem stereotypical, but it has its practcalities. This cultural image gives the consumer an impression that the food made or the products sold are authentic, which is the whole reason that they visit those cultural places in the first place, which is to get a taste of other cultures. Cohen is correct in that hiring for image is essential for good business.It must be effective since all businesses keep up to do so. Hiring for image leads to the increased prices of prod uct, increased sales of products, and can give the impression of authenticity which eventually leads to what businesses want, profit. It also is an important aspect in attracting the teenager group which is a large portion of consumers Teens are easy known for wanting to have a good image due to peer pressure and to be popular at school. The claim that businesses are discriminating are unreasonable they may only be hiring certain types of people , but that is uncontrollable in pursuing to satisfy their customers wants and needs.They are only trying to do what they think will generate the most profit. If most people ask themselves, they would rather choose a place with good looking people than without. However, although it is beneficial for companies, the question of whether is it moral is another question. Is it right to not give others a chance just because they are not attractive even if they have more experience? Thats a very deep question that I think is very debatable.