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1. The river builds them up, the sea wears them down; their out-lines are always changing. 2. Health and the person were seen more holistically and not just in physical terms. 3. During the 1980s and 1990s there has been a growing swing away from seeing lifestyle risks as the root cause of poor health. While lifestyle factors still remain important, health is being viewed also in terms of the social, economic and environmental contexts in which people live. This broad approach to health is called the socio-ecological view of health. 4. One of the most eminent of psychologists, Clark Hull, claimed that the essence of reasoning lies in the putting together of two `behaviour segments in some novel way, never actually performed before, so as to reach a goal. 5. It is clear from this statement that the creation of health is about much more than encouraging healthy individual behaviours and lifestyles and providing appropriate medical care. Therefore, the creation of health must include addressing issues such as poverty, pollution, urbanisation, natural resource depletion, social alienation and poor working conditions. 6. British industry, in particular, has in recent decades often been criticised for its linguistic insularity - for its assumption that foreign buyers will be happy to communicate in English, and that awareness of other lan-guages is not therefore a priorty. | 
