Platos Ideology of Soul over Body - 2596 Words

Being one of Socrates’ disciples, Plato adopted his philosophy and style of debate, and focused his studies toward the question of virtue and the formation of a noble character. According to Aristotle, Plato developed the foundations of his metaphysics and epistemology by studying the doctrines of Cratylus, and the work of Pythagoras and Parmenides. When Plato met Socrates, however, he had met his definitive teacher. Under the influence of Socrates’ philosophical ideology, Plato was trying to find a solution to the problem that although there is underlying stability in the world (sun comes up every morning), it is constantly changing (you never step into the same river twice). An old theory about this is problem is that we gain all†¦show more content†¦As Plato advocates that soul belongs to different order from body, so it cannot be set alongside the body as homogeneous entity. The soul’s penchant is towards another world. It becomes evident, why the senses are envisaged, not as windows but as bars, since so far as the physical nature of man is concerned it is not just a matter of noting, ontologically, the finite character of its existence, but rather one making an ethical and religious value-judgment on this earthly life form the viewpoint of higher destiny. Only when the soul has undergone an inner transformation and been duly prepared for this it can looks at the body in a fresh light, as it were, and so discover as meaningful affinity between soul and body, which serves to orientate man towards the higher reality. The notion that soul’s being destined for another world is dominant aspect of the doctrine of immortality of soul. The soul’s origin is prior to that of this mundane order, it is not subject to a process of decay, but is connected intrinsically with eternal world of ideas. The body may perish but soul continues to exist and Plato has offered various evidences of this immortality. If examined on logical standpoint they are not always conclusive; but they present the soul in light of thatShow MoreRelatedThe Between Plato And Plato s The Republic And Hobbes Leviathan1324 Words   |  6 Pagessociety is where individuals must perform its appropriate role and each must be in the right position of power in relation to the others. However, this portrayal of a perfect society does not bode well with Hobbes’ theory of a â€Å"just† society. Both Plato’s Republic and Hobbes’ Leviathan work to define justice but present differing views of the state i n doing so. In Leviathan, Hobbes presents the social contract theory. He argues that humans are innately selfish because of the desire for power and believesRead MoreRepublic Book Iv1193 Words   |  5 PagesWord count : 1175 1. Explain the three parts of the soul in your own words as well as referring to the Republic, Book IV. In case of being corrupted by bad upbringing (441a), what is Plato’s suggestion/ solution? Explain. 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Firstly, the influence of human nature on politics will be looked at, forRead MoreCritical Analysis of Plato and Aristotle1634 Words   |  7 Pagesand particularly Gorgias,) it is The Republic that is usually considered to be Plato’s first big contribution to political theory. He died in 347BC. ARISTOTLE (384 – 322BC) Aristotle was a Greek philosopher. He was born into a wealthy family in northern Greece, where his father was a physician to the king of Macedon. In 367 he moved to Athens and associated himself with Plato’s academy, where he studied until Plato’s death in 347BC. After several years travelling and researching in the eastern AegeanRead MoreMedieval Vs. Renaissance Literature1323 Words   |  6 Pagesstated focusing entirely on an individuals’ afterlife. As such, Middle age literature appeared to be based on world of darkness versus heaven as it emphasized ultimate suffering of the bad souls and corresponding salvation for the good souls. Renaissance literature on the other hand focused on the dual nature of body/soul constructs. As such, a significant number of literature materials that were developed during renaissance harbored both philosophical duality and metaphysical discourse. Therefore, whileRead MorePlato to Darwin to Dna Essay1007 Words   |  5 Page sRaj Maheshwari BIO 11 Lab Professor Lauren Larin Queens College Spring 2016 Plato to Darwin to DNA – A Brief History Dr. Esther I. Muehlbauer This book has been molded to be a breakdown of how various fields in science have progressed over centuries as mankind has advanced. The book starts off introducing the idea that the telling of natural history has changed numerous times as humans have evolved. We also learn to agree that our knowledge has been shaped by the tools available and the

The Inescapable Past of “Babylon Revisited” by F. Scott...

The main theme in the short story â€Å"Babylon Revisited† is that you can’t repeat the past. Charlie has a lot of hope for the future, but his guilt from the past catches up with him. He tries to forget about the Paris he used to know, but memories from the past haunts him throughout the story. His past is inescapable and he has to pay great debts when the party comes to an end. â€Å"Babylon Revisited†, written by F. Scott Fitzgerald was published in 1931. The story is greatly affected by the time period it was written in, and by what was going on in Fitzgerald’s life. Charlie and his wife lived in Paris during the twenties, and just as any other night they were out drinking and having fun. They get into a fight witch results in his wife, Helen, kissing another man. Charlie storms home, and an hour later when Helen has stumbled herself home, Charlie locks her out of their apartment and she dies soon after. Charlie has a breakdown and is institutionalized right before he looses all his money in the stock market crash of 1929. As the story opens three years later Charlie is back in Paris, sober, determined to get custody over his daughter, Honoria, who lives with Helens sister, Marion. The story is narrated in a third person point of view. The reader sees things through Charlie’s eyes, witch means all his thoughts and observations are being narrated. The conflict in the story is that Charlie wants his daughter back. It is not going to be easy and there are a lot of obstacles fromShow MoreRelatedTheme of Time in Babylon Revisited Essay537 Words   |  3 PagesIn Babylon Revisited by F Scott Fitzgerald time is used to reinforce his theme of one’s past being inescapable. Through time it is seen where the main character Charlie’s past comes to haunt him in his present. References are made in time flying by and being lost due to the past indiscretions. Babylon Revisited is one of the most analyzed literary works. Many have torn the piece into bits to decipher the underlying meaning of Fitzgerald’s writing. His theme of the past being inescapable is oneRead MoreWealth, Fame, Glamour, and Hope in F. Scott Fitzgeralds Story Themes1369 Words   |  6 PagesWealth, fame, glamour, and hope; these are the basis to F. Scott Fitzgerald’s invoking themes. Fitzgerald, a man who lived with criticism and who once desired the American dream, wrote with a fiery style of arrogance, emblematic imagery, and surrealistic themes. His unique style of writing during The Roaring Twenties relates to the many social and cultural reforms that occurred – a period Fitzgerald coined, the Jazz Age. During his time, Fitzgerald completed four novels and over one hundred short stories

Mesopotamia Ancient Egypt Similarities Differences free essay sample

Mesopotamia and Egypt were two civilizations that were similar in some ways but also had many differences. Not only did they differ in the geographical layout of the civilization, but also in many aspects of basic life. Although different in many aspects of life, there are also several similarities between the two civilizations.Egypt and Mesopotamia are both developed around river valleys. Mesopotamia is located in between the Tigris and Euphrates Rivers and Egypt is along the Nile River. They drank from it, bathed in it, used it for cooking and cleaning. Both civilizations depended on the rivers for survival.Mesopotamia and Egypt rivers would flood irregularly without warning, often causing damage and sometimes death. Even though it flooded yearly what was left behind was fertile, rich, black soil that was great for planting. It provided irrigation and filled the lands with wildlife and vegetation. The rivers made it possible for farmers to grow crops, meaning that they could plant and harvest food. We will write a custom essay sample on Mesopotamia Ancient Egypt: Similarities Differences or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page In Egypt, people used the Nile for trade and transportation.The first difference was how different protection was from the two civilizations. Mesopotamia did not have much protection from invaders and was more open to attacks. Mesopotamia was built in the fertile area between Tigris and Euphrates River. The deserts and the rivers did not keep out invaders. Mesopotamians constantly fought off attackers. In Egypt, the Nile River would distance itself from would be invaders as Egypt was built on both the sides of the River Nile. Egypt rarely faced such threats. As a result, Egyptian civilization grew and prospered. In conclusion, the geographical features of Egypt and Mesopotamia vary in many ways. They both thrived due to having long rivers across the land and even though the floods caused damage it produced rich, fertile soil for planting. These two civilizations shaped the formation of human communities.

The appeal of Marilyn Monroe Essay Example

The appeal of Marilyn Monroe Essay Introduction Marilyn Monroe is one of the biggest celebrities of 20th century America. From baseball stars to movie actors, men of all ages and professions were awed by her beauty and sex appeal. Even the Heads of State were not immune to her charm, as it is an open secret that John F. Kennedy had a secret liaison with her during his presidency. It was the juxtaposition of her childlike innocence and a diva-like physical appearance that were key ingredients of her popularity. For example, Marilyn Monroe â€Å"was recognized around the world as the embodiment of beauty and glamour. Quite simply, her name and her image have timeless appeal.† (Lockwood, 2011) But behind the wealth, glamour and celebrity status was a lonely woman who was earlier an insecure child. It is now fairly conclusive that she died of over-consumption of sleeping pills – a sad and tragic end to an icon of American popular culture. She died so young – she was just 36 – but her legend continues t o live even today. Her popularity may have been surpassed by celebrities from subsequent generations, but her place in the Hollywood Hall of Fame remains uncontested. Even within the film industry, she made a great impact. For example, â€Å"film-exchange managers, vice-presidents, producers, directors, exploitation men and actors, each felt in his own mind that he, personally, had discovered an exciting new personality. A succession of people discovered her†. (Johnson, 1952) The following passages will highlight various aspects of her Marilyn Monroe’s appeal to people. We will write a custom essay sample on The appeal of Marilyn Monroe specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on The appeal of Marilyn Monroe specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on The appeal of Marilyn Monroe specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Life and Achievements: Grady Johnson’s article for the Coronet magazine, written in 1952, captures the popularity and appeal of Marilyn Monroe when she was a rising star of Hollywood. He notes how the emerging star had seen 11 private foster homes in the first 16 years of her life. Coming out of this uncertain start is tough enough. But when we take into account how she’d always felt as an unwanted, underprivileged and low self-esteemed child, this maturation into a beautiful heartthrob is all the more astounding. Even as early as 1952, she was described with adoration by various journalists and film analysts. Here’s a sample: â€Å"She has been pegged the most promising star of 1952 by Movie Columnist Hedda Hopper, and described by Saloon-and-Sex authority Earl Wilson as having â€Å"the year’s most outstanding figure.† Producer Jerry Wald says, â€Å"She walks like a young antelope. When she stands, its like a snake uncoiling. When she speaks, you don’t h ear her words – it’s as though she were whispering love to you.† She even is developing a singularly unnecessary skill as an actress.† (Johnson, 1952) If such is the adoration of seasoned critics and commentators, one can understand the kind of impact Monroe must have made on the general public. She was able to transcend class and gender barriers and garner the admiration of a whole generation. Even today her legacy is firmly established and her iconic status remains undiminished. An aspect of Marilyn Monroe’s personal life which had added to her appeal is her numerous affairs. It is not surprising for actresses of her time to be involved with rich and powerful men. She had had relationships with sport stars, co-male-stars, and even with President John F. Kennedy. Instead of diminishing or sullying her image in the public eye, this tendency had only enhanced her romantic appeal. During her peak, she was every man’s dream girl. (Lockwood , 2011) Contradictions in Personality Acting did not come easily to Marilyn Monroe. Her personal insecurities and vulnerabilities showed up as stage fright and shyness during her early years of acting. But once the cameras rolled, she was able to shrug of these hindrances and glow with brilliance. In many ways, the camera and the film capturing her charm and beauty is an antidote to her personal travails. Celebrity status was a double-edged sword for Monroe, for it gave fame and wealth but infringed on privacy and personal relations. Her suitors came from all walks of life and at times she was forced to abide by the desires of the rich and powerful. All this took a toll on the already tormented psyche of hers. This accounts for the dependency on sleeping pills and the tendency to have suicidal thoughts. In many ways, the world of the celluloid with its fictitious notions of love and relationship served as the family life she never had. Her father died when Marilyn was a toddler and her mother was chronically mentall y ill. This meant a childhood in a succession of foster homes. Her tough childhood is succinctly captured by this passage: â€Å"She was almost smothered to death at two, nearly raped at six. At nine, the LA Orphans’ Home paid her a nickel a month for kitchen work while taking back a penny every Sunday for church. At sixteen, she worked in an aircraft plant and married a man she called Daddy; he went into the military, she modeled, they divorced in 1946. She owned 200 books (including Tolstoy, Whitman, Milton), listened to Beethoven records, studied acting at the Actors’ lab in Hollywood, and took literature courses at UCLA downtown. 20th Century Fox gave her a contract but let it lapse a year later.† (IMDb, 2012) There are no straight forward explanations for why Marilyn Monroe was so popular during her lifetime and afterward. Born as Norma Jeane Mortenson, Marilyn never received due care and affection during her childhood years. Her father died when she wa s very young in an automobile accident and her mother was prone to mental illness – these negative factors reflected on young Marilyn. Yet, she was able to shrug off these disadvantages and grow up to be an independent woman and a successful actress. Another paradoxical feature of her appeal is that she was so popular because she was so ordinary. To elaborate this point, let us consider the case of Orson Welles, one of the most important American filmmakers of all time. The fact that his popularity is nowhere near that of Marilyn Monroe is less a testament to his talent and skill than to the easy visual access to the latter’s physical beauty. That Welles was an abrasive, argumentative and a tormented genius with the camera made him controversial among establishment elites. That he was a misunderstood and maligned artist who was a victim of bias and contempt from conservative film producers negated his popularity. (Lockwood, 2011) Death and legacy A key reason for Marilyn Monroe’s enduring appeal is how she was able to retain her male fan base even decades after her demise. Andrew Collins writes what Monroe meant to him personally as he grew up during her peak. When he was a teenager, he idolized Monroe by lavishly decorating his bedroom walls with her life-size posters. He looks back at those days with great fondness. One of his favorite pictures is â€Å"the one where she’s wearing the William Travilla-designed gold lame halter dress against a black background, as seen in Gentlemen Prefer Blondes.† (Collins, 2011) Even today, Television programs about her or based on her are being made. References to her in Hollywood movies have not abated. For example, a new British drama, My Week with Marilyn, depicts the Hollywood superstar’s mostly troubled relationship with co-actor and director Laurence Olivier in 1956, as evidenced by assistant Colin Clark on the Pinewood set of The Prince and the Show girl. (Collins, 2011) A reflection of her stature in American culture even after all these years is the utilization of her brand image for product endorsements. To elaborate, â€Å"Marilyn Monroe is about to become a bigger brand. Authentic Brands Group LLC, in conjunction with NECA, a global media and entertainment company, has acquired the intellectual property of Marilyn Monroe LLC. Anna Strasberg, wife of the late Lee Strasberg, will continue her involvement as a minority partner in the joint venture. According to industry sources, the purchase price was between $20 million and $30 million. Monroe, a style icon who redefined sexy for generations of men and women, died in 1962.† (Lockwood, 2011)

The type of hypersensitivity Essay Example

The type of hypersensitivity Essay Example The type of hypersensitivity Essay The type of hypersensitivity Essay Section 2: Describe in inside informations three pathologies characterized by Type IV immune reactions. Hypersensitivity is the organic structure s overdone response to an allergen. The type IV hypersensitivity besides called delayed type hypersensitivity ( DTH ) as it takes 2-3 yearss for reaction to develop after exposure is a cell mediated immune response. The reaction does non affect antibodies but is due to interaction of T cells with antigens. The T cells involved in reactions are the memory cells derived from anterior stimulation to same antigen. Two common illustrations of DTH are the tuberculin type and contact type hypersensitivity ( Playfair and Chain, 2009 ) . The measure wise activity in Type IV is as follows: Antigen APC macrophage macrophage activated granuloma formation The tuberculin trial, allergic reaction to metal salts and little reactive chemicals coupled to haptens, rejection of transplanted variety meats and tegument contact reaction to poison Hedera helixs are illustrations of type IV hypersensitivity. Tuberculosis: Mycobacteria TB, an obligatory aerophilic intracellular pathogen enters the host via the respiratory path. The alveolar macrophages cause phagocytosis of bacteriums and cell mediated unsusceptibility develops and there is an inflow of lymph cells and activated macrophages into the lesion ensuing in granuloma formation. These bacilli remain in the granuloma and may acquire reactivated ( Reviewed in Raja, 2004 ) . When the host fails to support itself, the prevailing antigen provokes a chronic local DTH reaction. Continuous release of cytokines from the sensitized T lymphocytes leads to macrophage accretion many of which signifier epithelioid cells while others form multinucleate giant cells. Macrophages bearing bacterial antigen become marks for cytotoxic T-cells. Tissue harm occurs due to cytokine activated macrophages. The Mantoux reaction is characterized by erythema and sclerosis on shooting tuberculin into cell mediated immune person. Chronic granulomas are conseque nces of the above ( Delves and others, 2006 ) . Contact Dermatitis: This is a type of DTH response. It can happen in people who become sensitized while working with chemicals such as picryl chloride and chromates, methanal, trinitrophenol, Ni, gum terpentine, and active agents in assorted cosmetics and hair dyes. Poison oak and toxicant Hedera helixs are mediated by Th1cells. The mechanism involves the contact between the low molecular weight stuffs that are able to adhere to the peptides within the MHC channels on the surface of the Langherhans cells ( antigen showing cells ) to organize antigens. The Th1 cells sensitize to organize allergic Th1 cells. Subsequent interaction or exposure consequences in cytokine production that takes along clip. Chemical reaction is accompanied by hydrops of the cuticle with microvesicle formation. Skin testing is done to observe hypersensitivity. Patch trial is used to name patients with DTH ( Kindt and others, 2007 ; Delfs and others,2006 ) Contact sensitiveness ( CS ) , a signifier of DTH holding a T cell mediated response that occurs after exposure to haptens is characterized by subsequent leucocyte infiltration into tissue and hydrops on rhenium exposure. A survey on this was done to understand the map of mast cells and their function in contact hypersensitivity. ( Norman et al. , 2008 ) Type 1 Diabetes mellitus: It is a metabolic upset characterized by hyperglycaemia and is associated with entire or about lacking insulin due to pancreatic beta cell devastation. The pathogenesis involves the cytotoxic T lymph cell infiltration that lead to insulitis and affects the beta cells. Activated T lymphocytes cause cytokines formation ensuing in CD8+ cytotoxicity. The progresss converge towards the end of developing an antigen-specific immunotherapy for Type 1Diabetes ( Tsai et al.,2008 ) . Drumhead: Cell mediated hypersensitivity has been demonstrated in fungous diseases such as moniliasis, dermatophytosis, coccidioidiomycosis and histoplamosis and parasitic disease leshmaniasis. Crohn s disease and ulcerative inflammatory bowel disease belonging to the inflammatory intestine disease ( IBD ) exist as entities ensuing from dysregulated mucosal immune response to microbic antigens. Crohn s disease is characterized by transmural granulomatous redness affecting the full wall signifier mucous membrane to serosa. There is development of fibrosis, micro perforations, and fistulous witherss. Through out the GI piece of land redness seen. Organ specific autoimmune diseases such as type 1 diabetes, is a cell mediated hypersensitivity reaction. Psoriasis and Sarcoidosis are besides upsets of the delayed type of hypersensitivity ( James, 2000 ) . All of the above mentioned diseases show the type IV Hypersensitivity reactions. Mention: Delfs PJ. , Martin SJ. , BurtonDR. , Roitt IM. ( 2006 ) Roitt s Essential Immunolgy. 11th ed.Blackwell publication. The different types of type IV hypersensitivity reaction are explained along with clinical manifestations. Fauci, Braunwald, et al. ( 2009 ) . Harrison s Principles of Internal Medicine, 17th Ed, vol. 1, 2. McGraw Hill Medical. James, DG. ( 2000 ) A clinicopathological categorization of granulomatous upsets. Post grad Med Journal, 76 ( 898 ) Aug, pp. 457-465. Detailed information on granuloma formation. Kindt TJ. , Goldsby RA. and Osborne BA. , ( 2007 ) Kuby Immunology. 6th erectile dysfunction. New York. W.H.Freeman and company. Norman MU. , Hwang J, Hulliger S, Bonder CS, Yamanauchi J, Santamaria P and Kubes P. ( 2008 ) Mast Cells Regulate the Magnitude and the Cytokine Microenvironment of the Contact Hypersensitivity Response. Am J Pathology,172 ( 6 ) June, pp.1638-1649. Detailed account about contact hypersensitivity and mast cells functional function in ths hypersensitivity. Playfair, JHL. And Chain, BM. ( 2009 ) Immunology at a Glance.9th erectile dysfunction. London, Wiley-Blackwell. Introduction and background cognition to type IV hypersensitivity. Raja, A. ( 2004 ) Review article: Immunology of Tuberculosis. Indian Journal of Medical Research 120, October, pp. 213-232. Detailed description of Tuberculosis and related immunological facets. Tsai, S. , A. Shameli, Santamaria P. ( 2008 ) . CD8+ T cells in type 1 diabetes. Adv Immunol 100, pp. 79-124.

Why Career Planning is Important With Expert Dorothy Tannahill-Moran

Why Career Planning is Important With Expert Dorothy Tannahill-Moran While using online job sites are an important component to a well-rounded search, it’s even more important that those hunting for new positions invest time and energy into professional relationships. Many job seekers don’t realize that networking is THE critical component to their job search and then fail to do it or do it effectively, says career development expert Dorothy Tannahill-Moran.â€Å"It’s important to understand that you must nurture your network all the time, not just when you need something like a job,† she adds. â€Å"The saying that you need to plant a tree 20 years ago and not when you need it applies. If you wait to network when you are looking for a job, it most likely isn’t going to work too well for you.†As far as where to network, Dorothy recommends seeking people you have something in common with – ideally through a professionally aligned organization, which should help more directly connect you to where you want to work. These people will know what opportunities exist.â€Å"Avoid ‘generic’ networking groups, as they tend to not be a good source for expanding your network. You have nothing in common, and that is key to forming relationships,† she says.What do you think are the most common mistakes people make when it comes to their careers?The first mistake is to lack planning and to make huge, sweeping assumptions about careers. It is fairly inaccurate for an outsider to look at a job and think what they see is the job. Usually they only see a small portion of it, much like an iceberg. When they finally get to that career, many people are in for a rude awakening.Another fairly common mistake is to not realize that the biggest path to career success is how well you interact with others – your boss, management, peers, etc. It’s called emotional intelligence. It can be learned, but a big issue is not mastering, much less realizing you need to. We go to school to learn specific things, but the one thing we’re left to figure out on our own is soft skills. Very little is actually taught to help people with this aspect. Some people figure it out on their own; others sputter along being victimized by their own lack of insight.What advice do you have on using online job searches to find your next job†¦what are some best practices?A job candidate can’t rely solely on posted jobs to find a job. They want to still connect with people inside the companies they want to work in. You have to assume that the posted jobs are only a small representation of what actually exists for available jobs. That means you do want to obtain referrals to people you can connect to and do informational interviews with.In terms of online job search, you need to ensure your resume has key words specific to the position you are seeking. About 80 percent of most companies use some form of applicant tracking system, which means your resume needs to be à ¢â‚¬Å"computer friendly† so it can be found in the system. Key words help the computer find your resume when the hiring person is ready.How do you think online job sites can make the job-hunting process easier for both employers and job seekers?The job sites don’t just have job descriptions; they are a rich search engine that a job seeker can use to find appropriate jobs. The job seeker should be able to search on all types of variables ranging from location, industry to job requirements. Some job seekers make the mistake of thinking they improve their chances by applying to jobs they really aren’t qualified for. In fact, they are wasting their time, as their resume will never be selected due to lack of qualifications that the computer can search for.An employer needs to take advantage of communicating all types of information about the job and the company in order to allow candidates to not just find the job but to self-select in or out of the process. Itâ€℠¢s important for employers to think not just in terms of the candidate flow in to them but that the flow is of highly qualified candidates. Part of that is providing enough information that some people will not opt to apply.What other tools or resources do you recommend for people in search of a new job?There are many good career sites with valuable information for a job seeker. Career Attraction is one of the best sites and offers good content and programs especially for job seekers.Can you offer some dos and don’ts for effective networking?You must first think of the other person and what is important to them. That means you need to get to know them. This will allow you to be a good support and resource to the other person. All relationships exist due to reciprocity, and if that isn’t in place, you can’t make any demands on the relationship. Again, there is a time component to relationships. It does take time to meet people and form a relationship, which means you can’t expect to go somewhere and instantly meet people who can help you find a job or new clients.Follow Dorothy on Facebook, LinkedIn and Twitter.

Urban Studies Assignment Example | Topics and Well Written Essays - 500 words

Urban Studies - Assignment Example Boo introduces her readers to other Annawadi residents such as; Asha, an aspiring Annawadi politician; Sunil; an orphaned trash scavenger; and Manju, Asha’s virtuous daughter. Manju is poised to become Annawadi’s first female college graduate. Chapter five of the book is separate from the other presiding four chapters. The business of burning, part B, quotes Rambha Jha, an Annawadi mother, who says, â€Å"Rich people fight about stupid things. Why shouldn’t poor people do the same?† Every chapter depicts hope inherent among the residents of Mumbai. The Beijing Olympics would hopefully connect the garbage trade to the global market. The hopes of the under citizens are, however, in vain. From the book, it is evident that Mumbai is a place of festering grievance and ambient envy despite the fact that its citizens are full of hope and ambition. These chapters are simple, and despite the deeper rooted possibilities of what they might be trying to convey, they are a typical case prototype. The chapters are built around most of the assumptions made about under citizens and their views of life and of the whole world. A closer analysis of these chapters shows evidence of underlying issues being presented. Chapters 6, 7, and 8, are about, â€Å"The business of burning.† It tries to bring out the issue of economic hope and indicates the intensity of official corruption among Annawadians. Boo brings to light the corruption of the police and legal community, as well as the seething resentments between Muslims and Hindus. When poor people are involved in corrupt activities, it is termed as wrong. This case is not the same if corruption involves the rich. In my opinion, Annawadians are so desperate for success and would love to do things like the rich do. They create illusions among themselves by doing things according to how the rich do theirs. In chapter 6, the Husains empty their hut onto the maidan. Other citizens judge the wealth of

Local History Museum and Tourist Office, Kepsey, New South Wales by Essay

Local History Museum and Tourist Office, Kepsey, New South Wales by Glenn Murcutt - Essay Example While living in Greek Island, Murcutt discovered how simple this architecture was with regard to rationale and inevitability. He was fascinated by how the whole procedure employed a limited number of materials that created a poetic architecture when understood. His profound understanding of the place and the simplicity involved created an influenced his search for suitable architecture in Australia. In 1965, Mercut returned to Australia and secured employment with Ancher Mortlock Murray, a doyen of Sydney architects, and Wolley. While here, Mercutt claims to have been influenced more by Ancher first as an architect then as a mentor in life. In 1969, he went ahead to set up an independent practice for which he worked as a sole operator in the later days. Glenn Murcutt is known as a country person. Among his significant preoccupations as an architect is the connection of his building to the nature, landscape and the bush. According to Murcutt, a building works as a filter between eleme nts and man. Among the major works is the Local History Museum and Tourist Office, Kepsey, in the New South Wales. This work features Macleay valley history before and even after the arrival of white settlers. It includes the pioneer cottage that is furnished using items collected from local communities to depict the native’s history. Here, the items displayed include bootmaking, aboriginal history, timber industry, natural history, military history, dairy history, historical vehicles, shipping, local country music, ceramics and glassware, and negative photography collection. Local History Museum and Tourist Office, Kepsey, New South Wales was constructed to meet the Meclay historical society need of a house that will store artifacts and contents of local history. The need to create a generally controlled environment to suit safe storage of the clothing,

Review of Frank McGuinesss adaptation Essay Example for Free

Review of Frank McGuinesss adaptation Essay On the 7th October, my Drama group and I went to see the Greek tragedy â€Å"Electra† at The Old Vic Theatre in London, adapted by Frank McGuiness. It was directed by Ian Rickson and starred Kirstin Scott Thomas who plays the lead role of Electra. This play follows Electra throughout all the different stages of grief she goes through following the murder of her father Agamemnon. Unwilling to forgive and consumed by a desire for revenge, her anger builds; on the return of her brother Orestes, Electra’s wrath then explodes without mercy, leading to a bloody and terrifying conclusion. Within this play there are strong elements of grief, addiction and an intense need for restitution. Electra is filled with loss from the pathological, addictive grieving over her father who was murdered many year before hand, by her mother and step-father, which traumatic aftershock has left Electra withered and motionless as well as in need of revenge as a sort of compensation for the loss of her father, to the fresh grief over her brother. The set of the play is extremely minimalistic, with small feature which make up the arena; a tap, a fire pit, a tree and two pillar with a door in between them are featured on the stage, and I believe these component are symbolic of the four element, fire, earth, water and air. The tree however is barren and the branches are cut off before their time. This is representative of Electra’s father, Agamemnon as he was murdered but also because his family line is no more, he can no longer have any more children to pass on his name. The door is old and decaying which represents Electra’s family as its slowly falling apart, however it also establishes a huge divide between the inside and outside, essentially creating two separate worlds. These two worlds represent places of oppression. The characters behave appropriately within the inside world as well as by the unspoken rule of the place. The outside is an area where the characters reveal their true colours, nevertheless at the end of the play the two worlds collide. The stage itself is in the round, meaning audience members are able to see each other’s reactions, this is effective as it adds a degree of intimacy to the play, but also because the audience is able to see the play but more importantly the characters from every angle creating a sense of vulnerability, as everything is exposed to the viewer’s eyes. Electra abandons the regal clothes bestowed to her by her mother and completely neglects herself. She is first presented in a ragged, grey dress, held together by a leather belts which eventually she takes off, representing the release of the pent up anger, which she has held on to for so long. She is constantly fiddling with her dress and putting it in between her legs, revealing a more immature nature but also that she’s ashamed of what makes her female. During the time that this play was set, women were constantly oppressed and were seen as unable figures, for example Electra wishes both her step father and mother dead. Electra lacks the capacity to do so, as she is restricted by her gender, which is shown at the end, as despite all of Electra’s defiant speeches, ultimately her brother Orestes is the one who kills both their mother and step father. She also appears shoeless which suggest that she has freed herself from the class system, as an individual without shoes is normally associated with the lower class, however she comes from nobility, which previously was one of the elements that oppressed her, also she is presented with wild hair illuminating a feral nature. Opposingly Electra’s mother Clytemnestra is presented in regal clothing, and is always composed, she tends to move in line rather than curves which Electra moves in. When Electra confronts hers mother, although she holds herself in a strong position, she can never look her mother, which suggest a strong hatred towards her mother. She cannot even follow the general etiquette that one gives another when conversing, controversially it could also mean that she is still bound by her daughter status, as although she’s disowned her mother, she cannot face her as an equal. The actress Kirstin Scott Thomas really emphasizes how the situation has trapped Electra in a terrible stilted adolescence. Her defined features shining with hungry, immature naivety, she moves about in her grey shift like the ghost of someone whose life was been allowed to waste away, permanently on hold. She tortures the audience in a manner of a teenager, through her defiant authoritarianism, serving the audience as a reminder of what is lost in middle-aged compromises, for example the naivety of youth. And yet, there is not an ounce of nostalgia in her performance. When she is finally reunited with her brother Orestes she gives way to an unbound joy, as if all her issues are now resolved. Far from their being any hints of incestuous affection in this encounter between these long-lost siblings, Scott Thomass Electra presses her nose to parts of his body and snuffles up his smell like a wild animal trying to get its bearings. This and her rapid U-turn into optimism brings a deliberate comical note to the gathering doom. In conclusion, the overall production was impressive, from Scott Thomas’s indulgently neurotic performance, which give us a first impression of an independent women who sets herself free from the previous ties and status which has oppressed her for so long from speaking up about her father’s death, however Scott Thomas slowly reveals to the audience that Electra has been maddened by grief for so long, it has trapped in an disillusioned adolescence, to the in the round stage which enables the audience to emphasis with Electra, as it adds a degree of vulnerability, as everyone is visible from every angle you look at them, from the play to the surrounding audience.

Breakfast Club Character Evaluations Essay -- essays research papers

The Breakfast Club was a movie about five very different characters, Claire, Andrew, Brian, Allison, and John Bender. Claire was a popular girl, Andrew was a wrestler (jock), Brian was intellectually gifted, Allison was a basket case, and John Bender was a rebel. On the outside they seem like very different people, in fact they were all socially opposite, but they also shared so much.   Ã‚  Ã‚  Ã‚  Ã‚  As the movie starts out, the five teenagers are being punished with Saturday detention; their assignment for the next eight hours was to right a paper entitled â€Å"Who Am I?† Their most probable assumption was from them to write about their achievements. Being students in America, we are all raised to excel at whatever we do, whether it be at grades, wrestling, or being popular. Since â€Å"they judged themselves by what they do and achieve, their self-identities depend upon their achievements,† (Kimball and Leidich page three). This leads to competitiveness, envy, jealously, and greed. Bender was jealous of Claire social status and of her leading â€Å"a better life† and to react to that he yelled at her and over-exaggerated the truth. He judged her by material possessions (earrings) and by social standings (prom queen), and he judged himself against her and that led to him wanting what she has (earrings and virginity). First he tried being more competitive with her by calling her names and putting her down so that he could seem higher and â€Å"cooler† than her. Then he became envious and jealous of her, wanting what she had. This two then lead to greed. Fortunately for the both of them, they got beyond the achievements and fell in love. They learned to judge each other by the quality of their relationships and their lives. On the outside, Andrew thought that Brian had a pretty good life. He had both good, loyal friends and great grades, something he could possibly be envious of. It appears that Brian had great friends that did not judge him for what he did, but who he was. Brian wanted to hang out with the cool people, but he knew his social class. Possibly, he used a flare gun to kill himself because he felt that was the way his clique functioned and that would make his death more appealing to the popular. Alison felt that she needed someone to talk to. This is why she showed up. She was ignored by her paren ts and probably felt that anyone was good enough to ... ...t he couldn’t think for himself. When he did, he liked Brian and Alison, but his clique requirement is probably not to be involved with them. Brian’s relationships don’t have a cost of belonging; he and any new friends are probably welcomed all the time without a requirement. Bender, though he does not admit it, has a cost of belonging also. His friends would reject Brian in fear of him â€Å"telling† or something along that line. Claire told him that even his clique had requirements. She said that he if they were saw by his friends walking down the hallway, he would say that he’s having sex with her.   Ã‚  Ã‚  Ã‚  Ã‚  I thought that he film helped a lot with the text. Without the movie, the material would be very dry and hard to understand. The movie gave examples of everything so far in the text. It gave examples of the hierarchy of needs (like Bender still needing safety need before belongingness and love); the types of fear (rejection with Claire and a mask; failure with Brian and overachieving; and pain and suffering with Andrew and his making fun of and torturing the innocent); last, addiction with Bender and Alison with the way they are always, at school and at home.

Evaluate the Importance of Ecosystem Management and Protection Essay

Evaluate the importance of ecosystem management and protection Every living thing on Earth belongs to an ecosystem. An ecosystem can be as small as a puddle or as large as an ocean. No matter its size, every ecosystem is vital to life on Earth, and requires human respect, support, management and protection. The term â€Å"ecosystem† refers to a community of plants and animals that share a common space and common resources, and are all dependent on one another for survival. Ecosystems are characterised by the complex interactions between these abiotic and biotic environments which involves a number of major systems such as the biosphere, the lithosphere, the hydrosphere and the atmosphere. Ecosystems are delicately balanced. If one component fails to thrive, the others become weakened, and may fail as well. If one ecosystem fails, neighboring ecosystems become threatened as well. Ecosystems are under constant and increasing threat of disruption from natural forces, invasive species and human development. Although ecosystems are dynamic, they are also fragile. Natural forces such as earthquakes and volcanic eruptions can destroy ecosystems. Depending on the severity, ecosystems may take a long time to recover, such as the slow rate of recovery from volcanic eruption. However natural disturbances do not occur often, or are on a regular basis, such as the El Nino or tornado. Human disturbances to the ecosystem however, occur on a regular basis. For example, the logging of the Amazonian trees at the rate of one football field per second. The constant degrading to the environment means there is no time for the ecosystem to resist the change hence resulting in a simplified, modified and eventual disclimax ecosystem Human have modified natural ecosystems in many ways intentionally and unintentionally but the distinction is not always clear. An example of an intentional modification to ecosystems would be construction of a dam on a river. The unintentional changes that could result from this might be the extinction of some species that needed shallow water to survive. There are other ways that humans have changed the ecosystems such as destroying, degrading and simplifying ecosystems. Agricultural land use often requires the wholesale clearing of land to grow single crops or graze animals. This monoculture system simplifies the complex interrelationships existing in natural ecosystems and is maintained through pesticides and fertilisers. Urban land creates greatly modified ecosystems. The vast quantities of fertilisers, herbicides and esticides are required to sustain the yields of the crops. The runoff pollutes streams, lakes and oceans and causes changes to their ecosystems. Human-induced changes in one ecosystem usually have cascading and unpredictable effects on other inter-related ecosystems through their nutrient cycles. Human-induced modifications to nutrients cycles are numerous and vary in scale from local to global. The clearing and removal of timber from a rainforest disrupts the nutrient cycle in these low-fertility ecosystems. The apparent richness of the rainforest ecosystem is a result of the recycling of nutrients stored in the trees and leaves. The soils are typically shallow and leached because of heavy rainfall. If the timber is removed, the nutrients are not recycled and the soil is not replenished. In addition, once the protection offered by the trees and their root systems is removed, rapid erosion occurs, removing the shallow topsoil and making regeneration of the rainforest a long, slow process that may take centuries, if it is allowed to happen. Ecosystems have various key features that determine the relationship between their biophysical components and that include interdependence, diversity, resilience, adaptability, unpredictability and limits set by abiotic and biotic factors. Human simplify ecosystems and attempt to control them for their own purposes. There are many complex interrelationships between biophysical components in natural ecosystems that are disrupted through human activities. Some of these disruptions create feedback loops that adversely affect activities. If crocodiles were not protected in Australia, for example, their role as a keystone species would be threatened. When hunting of crocodiles was permitted, the saltwater species was on the brink of extinction. Since the protection, their numbers have built up to pre-hunting levels and the estuarine ecosystems where they live are more balance. All of the Earth’s plants and animals rely on ecosystems to provide food and habitat. Ecosystems must maintain a delicate balance in order to stay vital. For example, a deer living in the meadow ecosystem needs water to drink, vegetation to eat and shrubs and bracken to sleep and hide in. If the deer population increases too much for their current ecosystem to provide these things, the extra deer will have to search for food and shelter elsewhere, encroaching on the habitats and ecosystems of other species. Humans also rely on ecosystems to provide food and natural resources. For example, the wood used to create lumber for building and pulp for paper comes from the Earth’s many forest ecosystems. When natural resources are harvested out of an ecosystem, it can disrupt the delicate balance if not done in a responsible way. According to the United Nations funded researches, 60% of the ecosystems on Earth are being used up faster than they can replenish themselves. Recent advancement in science and technology has help humans become more aware of the need to protect and manage the inestimable value of the ecosystem for humans and the world in terms of their genetic, utility, intrinsic, and heritage values, as well as perceiving the need to allow natural change and thus evolution to proceed. The ecosystems of the Earth can be protected through various ways such as responsible use. Heavily cultivated lands planted in single crops can be replaced with diverse cropping systems that help maintain soil productivity and prevent erosion. As homeowners, humans can plant native species that provide food and shelter to animals. These native species tend to grow with less supplemental water and little need for fertilization, which both conserves and protects our water sources. As consumers, humans can buy sustainably grown goods, use fewer disposable products and purchase products with minimal packaging or recyclable packaging. Each act of conservation in our homes, yards and workplaces reduces the stress on our ecosystems and helps maintain the necessary balance to maintain them. Therefore it is very important to protect and manage ecosystems properly for the benefit of all living species including us human beings. Ecosystems rich in diversity generally have greater resilience and are, as a result, able to recover more readily from naturally induced stress, such as drought and fire, and human-induced habitat degradation. Where diversity is diminished, the functioning of ecosystems and by association the wellbeing of people is put at risk. Biological diversity or biodiversity covers these areas – genetic diversity, species diversity and ecological diversity. Genetic diversity is the variety of genetic material contained in all individual plants, animals and micro-organisms. Ecosystems rich in genetic diversity generally have greater resilience and therefore are able to recover more readily from natural and human stresses. Where diversity is low, ecosystem functioning is often at risk. Ecosystems have utility value and this is concerning the usefulness of ecosystems in monetary terms. Recent study estimated that total value of goods and services provided by the earth’s ecosystems is US$33 trillion. This means that all the living and the non-living components of the earth’s ecosphere have either an existing or potential utility value or usefulness. By maintaining and protecting ecosystems we maximise humanity’s ability to adapt to change. The sheer diversity of life represents a vast store of genetic material that can be tapped as human needs change. The loss of a species – whether plant, animal fungus, bacterium or virus denies humanity possible future source of food, medicine, chemicals, fibres and other materials. Their protection is critical to the physical wellbeing of humanity. Ecosystems are endowed with their own intrinsic and ethical value, that is, they have the right to exist irrespective of their utility value. While few would disagree with such a sentiment, and most people would support the view that we need to protect ecosystems for the benefit of future generations, there is still no generally agreed mechanism or strategy by which this could be achieved. Central to the notion of the intrinsic value of ecosystems is a recognition that the biophysical environment provides for many of the inspirational, aesthetic and spiritual needs of people. Heritage protection of areas seen as having outstanding universal value. In Australia, the Royal National Park was dedicated as an area of outstanding heritage as early as 1879. The latter half of the 20th Century saw the emergence of great concern for the heritage value of ecosystems. The Australian heritage Commission views natural heritage, worthy of National Estate listing, to include those places, being components of the natural environment of Australia or the cultural environment of Australia, that have aesthetic, historic, scientific or social significance or other special value for future generations, as well as for the present community. The Great Barrier Reef is one of the heritage areas named by the World heritage listings. Because of the numerous values and benefits of ecosystems, they need to be managed properly using management strategies such as exclusion/preservation strategy. That is the habitat and species are totally protected from human activity of any kind. For instances, Wildlife Management and this is where humans make use of the wildlife either through ecotourism as in the African game parks or through hunting as in many of north American parks. The aims of managing wildlife are to manipulate wildlife populations and their environments for their survival and for human benefits. Conservation is one strategy that could be used to manage ecosystems. There is limited impact on ecosystems through sustainable use of resources. Scientists believe a minimum of 10% of the land area of the Earth needs to be protected to conserve ecosystems, their biodiversity and integrity from human activities. Some developing countries have little of their land protected. The major priority in selecting a site for a reserve is to protect fragile ecosystems under threat. Some of these take thousands of years to form and can never be recreated if lost. In an ideal world, the management strategies would select the best combination of these factors to preserve the ecosystems at risk. In reality however, the choice of site is often limited to what is available after other human demands have been satisfied. This compromise puts ecosystems at risk further pressure. Some difficulties confronting management of ecosystems include institutional difficulties. This involves varying regulatory arrangements applied to different land uses in adjacent areas making it difficult to achieve conservation on a landscape scale. Not only that limited corporation between public and private sectors in long-term environmental management to name a few. Ecosystems are modified by humans for sustainable use such as commercial agricultural. Again ecosystems are exploited regardless of the consequences. This results in species extinction, ecosystem destruction and reduction, and possible ecosystem collapse. The way to management and protect ecosystems is to provide public with education that could help decrease this exploitation and destruction of ecosystems. Rehabilitation and restoration of ecosystems are probably the most obvious management strategies that deal with ecosystems that have been damaged or degraded. Examples of such ecosystems are mined, farmed, logged, grazed and burned for a long period of time. Given enough time, the natural processes of ecological succession will eventually repair the ecosystem. But this depends upon the degraded ecosystems being protected and managed so that the natural processes can occur and the ecosystem be sustained. All this is costly and time consuming. If species are extinct, the ecosystem will never return to the pre-disturbance state. One way of protecting and managing ecosystems is o make laws to protect ecosystems. Traditional management of ecosystem is one way of managing ecosystems. Other strategies include restriction on species caught, closed seasons, taboo areas and species, designated areas for hunting groups and individuals, limits to population growth and sustainable methods of hunting were used and resources were not wasted to name a few. To conclude, ecosystems are very hard to manage, protect and conserve especially in the developing countries where populations are exploding and the pressure on the land is intense. The crippling debt most developing countries have and the urge to develop their ecosystem resources represent the real threat to the integrity of global ecosystems. So management strategies needed to protect ecosystems are at a local, national, regional, continental and global level. The management strategies to preserve and conserve ecosystems at risk recognize the need to manage whole ecosystems. This may involve strategies that range from total preservation to sustainable development Furthermore, the management of ecosystem is important to ensure sustainable development, preservation and minimized disturbances and recognition of ecosystem’s importance. Ecosystems change when they are controlled or disturbed. This may be the result of human or natural factors and may be intentional or inadvertent. Intentional changes can produce a number of unforeseen consequences, which creates the need for responsible management. .Management strategies change over time. This is due to changes in environmental quality, technological advances, economic, social and political attitudes.

Current Trends in Leadership Essay

Now a day leaders are following a trend of As one, which is a short phrase but it is filled with meaning and inspiration. In simple sense As one means to sum up the individual actions into collective power. According to the article individuals can collaborate to achieve extraordinary results together. Every day people meet, collaborate from different countries, organizations and industries so that to make the things happen. In this, some collaborations are unintentional, some are deliberately or sometimes it uses web technologies. But the basic fundamental reason behind these collaborations or working as one phenomenon is to have a winning edge. And this winning edge is usually determined by the organization that best works as one. Leaders have added the phrase as one which has changed its meaning completely. For e.g. working, it is an individual action but when it is connected with â€Å"as one† the entire meaning of both word and the phrase has changed, i.e. working as one, which shows the power of collectivism in an organization. Similarly winning versus winning as one, stronger versus stronger as one. Now they know that sources of inspirations are endless, just think of the possibilities and believe as one, succeed as one. The definition of leadership is evolving, such as: * Some say leadership is all about productivity, making employees work together efficiently. They say that great leader should get people to have a common interpretation around how to work together. * Some say leadership is all about people. They say a leader’s job is to develop people’s sense of belonging to their group. They believe a great leader should get people to have a strong shared identity or sense of who they are. * Some say leadership is all about purpose. They feel a leader’s job is to drive people’s commitment to act on the goals of the organization. A great leader gets people to have a strong sense of directional intensity around what they need to do together. But a real leader should involve all these things. Some leaders call it working as one and it represents the pinnacle of collective leadership, or leadership that results in a cohesive group of people working together effectively toward a common goal or purpose. As one may seem primarily available to leaders and their teams, but it doesn’t just have to be about internal interactions. The concept is a starting point for all leaders to understand how they can apply specific collective leadership techniques to best fit their situations and challenges. * Employee’s Trust in his Leader2: One out of four employees do not trust their leader. What leaders do so that their employees trust them? And how they know that whether their employees trust him or not? A leader should have answers for these questions. As a leader, you can’t afford to avoid trust between you and your employees or teammates. A lack of trust in leader results in negative impact on staff retention, employee well being and performance. Trust requires a person to have reliance and confidence in the actions of another, with no guarantee that he/she will behave as desired in return. When applied to leadership, trust is a person’s willingness to take a risk for a leader with the expectations that, in exchange, the leader will behave in some desired way. To maximize the trust leaders receive from their employees, they demonstrate three qualities. 1. Competence (Can they do the job?); 2. Benevolence (Do they care about me?); and 3. Integrity (Are they honest?). Integrity is the most important part at 41 percent, the benevolence at 34 percent, then competence at 25 percent. When the goal is to maximize the trust, leaders must know how to do their jobs well, but it is even more important for them to be considerate, supportive and honest with their employees. Leaders not only demonstrate these three qualities- honest, benevolent and competent, but they have also try to be seen to be so. Now leaders show trust in people around them. They listen to their employees, empathize with them, show their concern for the employees, are honest with them, true to their word, and treat them fairly. Leaders actively manage how they are perceived by others. They try to connect their employees at a personal level, which could be as simple as shaking hands with them. There are clear links between professional human capital management (HCM) best practices (such as mission statements, regular surveys and performance reviews) and trust in leadership. These practices, typically of progressive organizations, and are also linked to levels of trust in leadership. Employees are twice as likely to trust their senior leaders if the organization has engaged in these practices. And the more of these best practices that the organization engages in, the greater the level of employee trust in leadership. Conclusion: On the basis of the studies, I came to know that different leaders are following different trends in their leadership techniques. So there is no set trend for leadership. Also different people have different opinion about their leaders. But what I realized from my learning on these articles that to have a winning and competitive edge, organizations require leaders who can inspire, motivate, direct, etc. their employees to achieve the company’s goal effectively and efficiently. Leaders should also build their trust on employees, so that they can trust and believe their leaders for better outcomes and staff retention. Also I came to know that leaders are practicing to work in a team and currently they are using a trend of As one, that is whole organization is one and they are having a common goal, objective and vision. Sources: 1. Leadership Excellence, Art. Collective leadership, March 2012 2. Leadership Excellence, Art. How to gain trust?, May 2012

Theories of Communication, Advertising Persuasion

Theories of Communication, Advertising Persuasion Increased market competition, high levels of customer expectations, and the need to attract new customers have compelled organizations to invest large amounts of capital in advertising. In the modern capitalist markets, advertising plays an integral role in creating product awareness. In other words, advertising acts as an informative and persuasive marketing tool.Advertising We will write a custom essay sample on Theories of Communication, Advertising Persuasion specifically for you for only $16.05 $11/page Learn More Drawing from its definition, advertising can be defined as a promotional tool which enhances communication between the producer and the buyer. Through a communication channel, an advertiser can relay a message to the targeted end receiver. Advertising has the capacity to motivate consumers to buy a particular product or service. There are different ways through which an advertiser can pass a message to the consumers. Some of the media outlets used in advertising include social media networks like twitter and Facebook, TV adverts, print media (newspapers, magazines, journals and catalogs), radio, billboards and sideshows, and commercial displays. Depending on the message being communicated, advertising can attract or push customers away. The objective of the essay is to critically evaluate the role of advertising in the creation of markets, communities and social identities. Moreover, the essay endevours to determine whether advertisements reflect consumer demand for products or whether they aid in the creation of specific subject positions which attract consumers to the products. To analyse these objectives, the Apple brand been adopted. This particular choice is necessary in order to emphasize the role played by advertising. Role of advertising in the creation of markets, communities and social identities Advertising can be described as a form of communication aimed at persuading the targeted audience to purchase a par ticular product or service (Moriarty, Mitchell Wells, 2009a). The major objective of advertising is to inform, persuade and convince a consumer on the benefits of a particular service or product. Advertising enables marketers to realize brand awareness, gain market share and attract potential customers. Based on the above description of advertising, it is important to note that advertising plays an important role in the creation of markets. For instance, advertisements bring about product differentiation which acts as a competitive advantage relative to competitor products (Moriarty et al. 2009). With reference to Apple, the company has managed to create a strong brand through advertising.Advertising Looking for essay on advertising? Let's see if we can help you! Get your first paper with 15% OFF Learn More Through the â€Å"Think Different† campaign carried out in 1990s as well as the â€Å"iPod People† campaign conducted in the 2000s, the com pany has managed to differentiate itself from its competitors. This has been achieved through advertising which has helped to create brand awareness and brand recognition (Armstrong Porter, 2007). Since then, Apple has remained as a strong brand with an established market. Over the years, customers have continued to associate themselves with Apple because they were persuaded by the company’s initial adverts. The adverts helped the company to create brand awareness, and brand recognition. Above all, it led to market differentiation. According to Tellis (2005), past research show that advertising is a powerful promotional tool applied by marketers to create market share. In addition, it is used to target a particular consumer segment in the market. Through advertising, the targeted segment is communicated, persuaded and informed about a given brand and the benefits associated with that particular brand. As a promotional tool, advertising is used as â€Å"an important source o f information that promotes competition† (Armstrong Porter, 2007, p. 1718). As such, organizations use advertising as a way of providing information to potential consumers in a given market segment. Informative content is communicated to the consumer. The communicated message entails the price, the function, or the existence of the product in the market (Armstrong Porter, 2007). Consequently, this stimulates the desire by a consumer to purchase a particular brand such as. For instance, the words â€Å"Think Different† as used by Apple have a strong message towards the consumer as they compel him/her to start thinking differently when contemplating on purchasing Apple products. In addition, since Apple is a strong brand, consumers can associate themselves with that particular brand because of the benefits associated with the use of the product. Organizations use advertising as a way of creating social identities. By social identity, we mean that advertisements have an impact on particular group(s) in the market which shares similar beliefs, values and norms (Zeng, Huang Dou, 2009). Primarily, consumers can identify with a specific group.Advertising We will write a custom essay sample on Theories of Communication, Advertising Persuasion specifically for you for only $16.05 $11/page Learn More According to Morairty et al (2009a), the main goal of an advertising campaign is to reach a large group of individuals interested in a particular product. In addition, the targeted people share the same beliefs, norms and values. With respect to Apple brand, the company used the words â€Å"I’m a Mac, I’m a PC† in the â€Å"Get a Mac† campaign. Through the use of such advertising characters, Apple was able to persuade consumers to purchase their Mac product. The campaign which lasted for four years was able to create social identity. For instance, it made likeminded consumers start believing in Mac inste ad of the ordinary PC. Due to its unique qualities and features, consumers were able to associate with the product. The Mac, which was part of the computer revolution in terms of software and hardware, emerged as a strong brand. This enabled Apple to sell millions of Mac pieces to consumers who shared social identities. For example, Mac Campaign portrayed its products as modern and effective. This helped to differentiate the product from PCs that tend to be time bound. Advertising influences and shapes the beliefs, behaviour and attitudes of consumers towards a particular brand (Morairty et al., 2009a). In addition, adverts motivate, persuade and convinced consumers. Consequently, a consumer is able to develop brand preference and taste. Preferences compel consumers to buy a particular brand. For instances, companies make use of celebrities as part of their promotional campaigns in order change the beliefs, behaviour and attitude of consumers towards a particular brand (Morairty et al., 2009). The celebrities or endorsed personalities have a respected opinion and are highly ranked and respected in the society. In addition, followers of these celebrities and highly respected opinion leaders have an attachment with their fans and followers. For example, the iPod advertising conducted by Apple used dark silhouettes dancing to music. The silhouettes had iPods and were believed to listen to iTunes. The advert featured music celebrities such as Eminem, U2, CSS, and Bob Dylan, among others. In this case, the celebrities shared similar beliefs with the targeted consumers (the value for music). In addition, the celebrities were used to influence the behavior and attitude on consumers towards the iPod. This enabled the company to attract the fans that associate themselves with the celebrities to purchase iPod and belong to the same community or group.Advertising Looking for essay on advertising? Let's see if we can help you! Get your first paper with 15% OFF Learn More As mentioned in the paragraph above, advertising plays an important role in creating communities. In the context of marketing, a community can be described as a group of persons (consumers) who associate themselves with a particular brand. This kind of grouping shares different beliefs and ideas. According to O’Shaughnessy and Stadler (2008), the media is able to develop ideologies towards the targeted audience or viewer. An ideology is a set of feelings, beliefs, ideas, and social values which represent the way of life of a certain group of people (O’Shaughnessy Stadler, 2008). Advertising acts as a unifying factor which brings people together because they believe in that particular brand (Morairty et al., 2009a). A well promoted brand is able to communicate to the targeted consumers thus creating social identities which hold communities together. With respect to Apple, the â€Å"Switch campaign† was carried in 2002 to create a community of consumers with the same social identities. This was aimed at attracting Microsoft windows users so that they could switch to Mac. The Apple Switch advert managed to create a community that shared the same social identity. Creation of community has been achieved in the current adverts featuring iPhones which target consumer who like innovative and stylish products. Advertisements enable organizations to use commodified celebrities in a bid to attract consumers and influence them in joining some sort of a â€Å"tribe† (Ilmonen, 2004). This makes the associated goods part of our internal social world. According to (Ilmonen, 2004), consumers have the tendency to get attached to products after getting an instant endowment effect. The aim of advertisers is to create a specific meaning for a brand. However, consumers interpret the communicated message in diverse and varied ways (Elliot Wattanasuwan, 1998). Based on personal perceptions, a consumer can create meaning which influences his/her purchasin g patterns and trends. According to the social theory, human beings associate themselves with a particular group, society or culture. Eventually, this becomes a way of life (Wattanasuwan, 2005). In this context, consumers tend to identify themselves with a social group or identity in which they belong. In other words, they develop symbolic consumption which is based on preferences realized through advertising. Therefore, advertising helps to create imagined communities. As noted by Wattanasuwan (2005) we tend to consume different products â€Å"that contribute to the symbolic means of self-identification, through which we align ourselves emotionally with those, sharing our lifestyles† (p.182). This implies that as consumers we tend to identify ourselves with particular produces thus creating self-identification and communities. For example, through the consumption of brand Apple, consumers are able to identify themselves with elite group and gain a sense of belonging. The adv ertisements carried on Mac Campaign to promote Macintosh computers influences and motivates consumers to purchase the products and belong to Macintosh tribe. Therefore, common consumption create a group self (Wattanasuwan, 2005). Advertisements, consumers demand and subject positioning Advertising helps in the development, sustenance and promotion of consumer demand towards the products of an organization. However, advertisement does not reflect consumer demand. This observation has been expounded by Armstrong and Porter (2007), who opines that advertising usually result in shifted consumer demand in preference for the advertised product. In this case, advertising distorts the consumer’s decision making process instead of reflecting the true preferences of the consumer captured in the demand prior advertising. Advertisements are used to persuade consumers to purchase a particular commodity not because they like it but because they have been convinced otherwise. Based on this explanation, it can be noted that advertisements create subject positions through which consumers are invited to purchase a product. For example, Apple used the advertisement â€Å"Why You’ll Love Mac† to differentiate itself from other PC computer brands but not to consumer demand for this particular product. Advertisements enabled Apple to position its Macintosh computers in the market. In addition, advertisements acted as a way of inviting potential consumers to purchase the product. Powell, Hardy, Hawkin and MacRury (2009) add that advertisements are carried out with a view to reaching out to new market segments. This is aimed at attracting customers. This means that instead of reflecting the demand of customers, advertisements are designed to invite new customers. For example, iTunes and iPods advertisements were intended to attract the young urban population. Advertising is used to create brand awareness and develop a reputation for a particular brand in a given pool of consumers. According to Morairty et al. (2009), advertisements are used to influence consumer behaviour and attitude. In addition, they assist in positioning an organization, idea, service or a product with the objective of building a strong brand. In other words, advertising is a mode of communication used in marketing to reach consumers and influence their purchasing behaviours and make informed choices needed for decision making. For example, Apple uses its advertisements while launching products with the aim of influencing consumers’ purchasing patterns and behaviours. This motivates customers to change their preferences and purchase iPhones instead of buying competitor products like the Samsung Galaxy. By creating brand awareness and brand equity, advertisements help to position a product in the market and invite the targeted groups. Armstrong and Porter (2007) note that advertisements are persuasive and informative in nature and influence the decision making of a buyer towards the purchase of a product. For instance, when advertisements provide information on the price and quality of a product, this is an opportunity for the customer to compare different brands and make the ultimate choice to purchase a certain product. Conclusion Based on the analysis, advertising is a promotional tool used in marketing to create markets, communities, and social identities. Advertising is also used to create brand awareness and persuade consumers to purchase a product or service. Consequently, this creates a market for a specific brand. Through brand differentiation, advertising assist in creating a market share, communities and social identities. Brand awareness and brand recognitions drive consumers to develop the need to be associated with a particular group or community. People with similar beliefs and norms are persuaded through advertising to buy a given product or service. This helps to mould brand preferences. By endorsing celebrities or personali ties companies develop consumer attachment to a given brand, thereby creating a community or group with shared beliefs. Advertising is a unifying factor which brings like-minded people together through product purchase. For example, the Apple brand has over the years been used to develop the Mac tribe or society. Owing to advertisements, consumers tend to identify themselves with a certain brand, thus creating a group or community. Advertisements do not reflect consumer demand but are indicative of the positioning of a product in the market. They are used to persuade and influence consumers’ purchasing behaviour, patterns and decision making process. They are used to develop brand reputation which changes the demands and preferences of customers. Reference List Armstrong, M., Porter, R. (2007). Handbook of industrial organization: Amsterdam: Elsevier. Elliot, R., Wattanasuwan, K. (1998). Brands as symbolic resources for the construction of identity. International Journal of Advertising, 17(2), 1-8. Ilmonen, K. (2004). The use of and commitment to goods. Journal of Consumer Culture, 4(1): 27–50. Moriarty, S. E., Mitchell, N., Wells, W. (2009). Brands and advertising contribution. In Moriarty, S. E et al, Advertising: Principles practice (102-113). New Jersey, N.J: Pearson Prentice Hall. Moriarty, S. E., Mitchell, N., Wells, W. (2009a). Introduction to advertising. In Moriarty, S. E et al, Advertising: Principles practice (2-13). New Jersey, N.J: Pearson Prentice Hall. O’Shaughnessy, M., Stadler, J. (2008). Media and the society: Defining discourse and ideology. Australia and New Zealand, NZ: Oxford University Press. Powell, H., Hardy, J., Hawkin, S., MacRury, I. (2009). The advertising handbook. New York, NY: Routledge. Tellis, G. J. (2005). Advertising’s role in capitalist markets: What do we know and where do we go from here?. Journal of Advertising Research, 45(2), 1-9. Wattanasuwan, K. (2005). The self and symbolic consum ption. The Journal of American Academy of Business, Cambridge. 179-184. Zeng, F., Huang, L., Dou, W. (2009). Social factors in user perceptions and responses to advertising in online social networking communities. Journal of Interactive Advertising, 10(1), 121-130.

Pronunciation Practice for Stress and Intonation

Pronunciation Practice for Stress and Intonation The first step in learning correct English pronunciation is to focus on individual sounds. These sounds are named phonemes. Every word is made up of a number of phonemes or sounds. A good way to isolate these individual sounds is to use minimal pair exercises. To take your pronunciation to the next level, focus on stress on intonation. The following resources will help you improve your pronunciation by learning the music of English. Practice with Pronunciation Using English is a stress-timed language and, as such, good pronunciation depends a lot on the ability to accent the correct words and successfully use intonation to make sure you are understood. Simply put, spoken English stress the principal elements in a sentence - content words - and quickly glides over the less important words - function words. Nouns, principal verbs, adjectives and adverbs are all content words. Pronouns, articles, auxiliary verbs, prepositions, conjunctions are function words and are pronounced quickly moving towards the more important words. This quality of quickly gliding over less important words is also known as connected speech. For more information on the basics of the stress-timed nature of English, please refer to: Intonation and Stress: Key to UnderstandingThis feature takes a look at how intonation and stress influence the way English is spoken. How to Improve Your PronunciationThis how to focuses on improving your pronunciation through the recognition of the time-stressed character of English. I am continually surprised to see how much my students pronunciation improves when they focus reading sentences focusing on only pronouncing the stressed words well! This feature includes practical exercises to improve your pronunciation skills by improving the stress-timed character of your pronunciation when speaking in full sentences. Take a look at the following sentences and then click on the audio symbol to listen to the examples showing the difference between the sentences spoken: In a plain manner, focusing on the correct pronunciation of each word - much as some students do when trying to pronounce well. In the natural, manner with content words being stressed and function words receiving little stress. Example Sentences Alice was writing a letter when her friend came through the door and told her she was going to leave on holiday. I had studying for about an hour when the telephone rang. Fast automobiles make dangerous friends. If you can wait for a moment, the doctor will be with you shortly. Id like a steak, please. Pronunciation Exercises 1 Pronunciation Exercises 2 For Teachers Lesson Plans based on these Pronunciation Exercises for Teachers English: Stress - Timed Language IPre-intermediate to upper intermediate level lesson focusing on improving pronunciation by awareness raising and practice of stress-timing in spoken English. English: Stress - Timed Language IIAwareness raising followed by practical application exercises including: function or content word recognition exercise, sentence stress analysis for spoken practice. Comparison of unnaturally and naturally spoken English by looking at the tendency of some students to pronounce every word correctly. Listening and Oral repetition exercise developing student ears sensitivity to the rhythmic quality of English.

Religion and Science Essay Example | Topics and Well Written Essays - 500 words

Religion and Science - Essay Example According to Robinson (2010), the caste system was â€Å"abolished by law in 1949, but remains a significant force among Hindus throughout much of India† (par. 2). The system, then, determines and defines the type of profession a person undertakes. Pharmacy today encounters diverse issues which conflict with religious practices. Some religions do not accept prescriptions for contraceptive bills due to abortion related concerns. In an article written by Lagorio (2004, pars. 4 & 5), â€Å"across the country, more and more pharmacists are refusing to fill prescriptions for religious reasons. South Dakota, Arkansas and Mississippi even have refusal clauses on the books. And 13 other states are considering mixing medicine with morality†. The role of pharmacists in current society is critical in ensuring that patients are duly educated on the medications they take. Pharmacists are â€Å"responsible for ordering and dispensing drugs and medications, and advising both patients and doctors about possible drug interactions.   They also consult with patients to make sure that patients understand how to use their prescription drugs as well as which side effects might occur as a result of these medications† (QandAs, n.d., par. 2). As such, they should be objective but respectful of the cultural and religious orientation of the patients they serve. For people who are not covered by prescription insurance plans, the most that pharmacists can do is to determine from among the list of generic medicines which is available at the minimum cost without sacrificing efficacy of the medications. For pharmacists who are faced with the dilemma of balancing religion and science, the advice of Liz Ryan is simply to find another job, if possible. From her article, she averred that â€Å"the issue with pharmacists is trickier, involving, as it does, the uncomfortable implication that the religious beliefs of one group should somehow trump the legal

Biology and gender Essay Example | Topics and Well Written Essays - 1750 words

Biology and gender - Essay Example The question of interest is given the sheer overpopulation of the sperms, it appears that the selection of the sperm is a chance phenomenon dictated by randomization. It is also important to note that depending on the type of the sperm and its genotype with respect to the sex chromosome, X or Y, the sex of the developing fetus will be determined. This means either a sperm with X chromosome will unite with the ovum with x chromosome or a sperm with y chromosome will do the same, thereby creating the zygote with either XX or XY sex chromosomal pattern. If it is XX, the fetus will eventually become female and if it is XY, the fetus will become a male (Wilson et al. 2007). To answer the questions, how a sperm is selected, there were many theories, speculations, and observations. Research has explored the nuances of this mechanism quite effectively, but much is still unknown. Therefore, there is a need to update the recent knowledge from recent research, so a consensus can be drawn to det ermine the role of different other factors in the sex determination of the developing fetus. Genes by themselves are not causally efficacious, as gene... There are two control mechanisms which are involved in the regulation of spermatogenesis: hormonal and genetic (Tobet, 2002. It has been known that environmental factors may alter the genetic determinants of gonadal sex, the hormonal determinants of phenotypic sex, fetal gametogenesis, reproductive tract differentiation, as well as postnatal integration of endocrine functions. These factors all together may affect the genetic expression leading to processes essential for the propagation of the species. Environmental factors have also been known to affect or modify sexual differentiation and thus development of reproductive capacity, may be through action on the endocrine synthesis and function. Although there are perceptions that these factors all have their secular roles to play in human fetal sexual differentiation, current research indicates that they are very much interrelated (Vidaeff et al. 2005) Literature Review: At this juncture it is important to have a review of scientific research articles including reviews in order to gather the recent evidence of environmental, endocrine, and genetic influences on sexual differentiation of the embryo. Fisher in his review article, "Environmental anti-androgens and male reproductive health: focus on phthalates and testicular dysgenesis syndrome" finds out evidence in favor of link between disruption of hormonal environment by environmental antiandrogens and their effects on development of testes and reproductive tract. The author presents evidence from an exhaustive review that endocrine disrupting chemicals from the environment can act as estrogens, anti-estrogens, antiandrogens, and steriodogenic enzyme inhibitors.

PROTOTYPES IN THE GRAPHIC DESIGN PROCESS Research Paper

PROTOTYPES IN THE GRAPHIC DESIGN PROCESS - Research Paper Example It is their use that is referred to as prototyping. Through prototyping, which is a method of generating possible solutions and subsequent evaluation of the effectiveness of the solution in solving a problem, designers can make solutions before analysis. The discussion that follows under is all about the importance of prototyping to designers and their roles in the creation of prototypes which are fully functional for the ever-changing user interfaces. Graphic design regularly alludes to both the procedure of designing by which the correspondence is made and the results of designs which are produced. Graphic designers likewise receive arrangement based procedures by first creating potential arrangements. They then check to what degree the produced contemplations can take care of the issue. This strategy is known as prototyping. The idea of rapid prototyping as it applies to the graphic design process, is to create learning experience in a design assessment cycle that proceeds for the duration of the life of the relevant project. This cycle, which is well known as the spiral cycle or layered methodology, is thought to be iterative, implying that items are persistently enhanced as this cycle in the rapid prototyping proceeds (Danis et al. 2000, p. 17). The rapid prototyping gives the designer to start with the low fidelity such as a paper and a pen, then advances to a higher fidelity prototype. There are two types of prototypes that can be developed, that is, the vertical prototypes with less features on the screen and the horizontal prototypes with the whole screen having no underlying functionality. The prototype has got a good number of profits which includes; a prototype allows th e designer to make a more exact finished item. It provides for him or her capacity to apply finish control over discriminating design points of interest,

Consumer Behaviour within LOreal

Consumer Behaviour within LOreal In the latter half of the 20th century a rapid growth of the global market resulted in a significant increase in the amount of brands and products present in most, if not all, industries with a focus on the end consumers. Companies are obliged to identify the underlying aesthetic reasons for the consumption as consumers have access to numerous choices. This alteration causes a need for differentiation in order to beat the competition by offering products that not only fulfil basic needs but also add value to the lifestyle customers desire to be a part of. Such brand intangible features of the brands that do not include any explicit qualities, are vital for providing exclusive aesthetic experiences for their customers. The objective of a company is to create an image, a sign of recognition and quality (Schmitt Simonson, 1997). Positive memories created in consumers minds can provide loyalty and premium price setting in the future as people are keen to return to the brands that previously delivered trustworthy satisfaction. The expansion of benefits of a strong brand is crucial (Keller Lehmann, 2006). The company behind the strong brand may, for example, gain easier access to new markets by utilising a brand extension- the process where novel products are released under the existing brand. This strategy effectively stimulates a feeling of recognition and approval the consumer might have towards the original brand line. The professional hair care industry serve as a good example where creating an aesthetic experience plays a big part in influencing consumer behaviour. For instance, we have experienced that many styling products often serve little utilitarian purpose and are not necessarily useful from a practical point of view; nevertheless these products seem to create intangible value and significance for the user. Professional styling products are being sold exclusively in hair salons and departmental stores where a symbolic atmosphere is created. The whole buying process is shaped around generating a social interaction, impulse and feeling. As a result hair product customer is not only influenced by the companies visual output but also by becoming emotionally connected with organisational values and beliefs. People often purchase products spontaneously without any clear consideration whether a certain product is actually needed or worth the price paid. Mick DeMoss (1990), suggest that this self -gifting phenomenon is provoked by the endeavour to motivate and indulge, relieve stress or just do something nice for oneself. Paula Begoun, author of the book Dont Go Shopping for Hair-Care Products without Me (1999), explains in an interview to CBS news (2005), that wasting money is not beautiful at all and asks the question: What is sexy and attractive about rinsing money down the drain? She finishes with the statement that, There is absolutely no difference between expensive products and inexpensive products, and I say that unequivocally. Why do people buy expensive styling products although there are cheaper, easily accessible hair care alternatives? Does the answer rest in getting cleaner, shinier hair or to obtain a confirmation that individuals by using these products will feel beautiful and indeed fit in the picture organisations create? Lastly, are there winning strategies for organisations to pursue in order to beat the competition in this multi-billion industry? This essay discusses the consumer buying behaviour for hair care products. This paper also discusses how marketers address these consumer behaviours using LOreal as an example. Consumer buying behaviour Society, individuals and organisations create a never-ending cycle in which the three largely affect each other. In order to be a part of the society, people have to fulfil certain unwritten norms and communicate in a way that is widely accepted and understood by other members of that same culture (Bowditch Buono, 2005). Consequentially, individuals often base their purchases on these premises to fit in within the group. According to McCracken (1986) this is a cause for organisations to constantly redevelop their product lines in order to match the expectations in society. When this occurs, cultural norms are passed on in products. When these later are purchased the meaning is once more shifted, this time to the customer, and the continuous cultural circle of society, individuals and organisations transform once more (please refer to the figure below). Figure: Transfer of cultural meaning, McCracken (1986). Beauty is a subject which is difficult to grasp especially since it is perceived differently and related to various cultural or social norms. Beauty might be seen as a powerful tool that can help one to achieve higher ambitions which might be significant for future growth and development (Hamermesh Biddle, 1994). According to Eco (2004), the word beautiful expresses something that we are fond of, enjoy looking at. For that reason a sense of personal fulfilment as well as indulgence is created (Prettejohn, 2005). Hair styling has emerged as one of the key fashion points in recent years as individuals, particularly young consumers realise that styling hairs in a trendy manner has an impact on peoples perception of their fashion sense. Hair styling is particularly interesting for consumers because hairstyle is one aspect of appearance which can be set in different styles as compared to rest of the face which the individuals can do little about except for wearing makeup. Aesthetics is defined by Berthon, et al., (2009) as a science of perception that relies on our ability to distinguish value or significance in the object of interest and thereby develop taste. In advertising beauty is produced by aesthetic images and symbols which are interpreted by consumers (Vacker, 1993). For that reason, as Schmitt Simonson (1997) state, aesthetics can be used as an influential tool for organisations to differentiate their products with. However, emotions can be easily abused by organisations and hence produce a false view of the scientific truth (Jensen, 1999). For instance, illusions can be formed by companies, that state that certain products are better than others and that customers gain more for the money they pay. As a result the companies will neglect the truth as long as consumers are convinced that the information is correct. Jensen discusses the problem further by claiming that a false rationality is eventually created in order to justify the purchases made. There is extensive scientific documentation that aesthetic experience undoubtedly affects consumer behaviour in several ways (Berthon, et al., 2009; Hirschman, 1983). Further, by using experiential and sensory marketing strategies (Schmitt, 1999), closely studying consumer attitudes and preferences (Gupta, et al., 2008), creating symbolic (Levy, 1959) and emotional (Bauman, 2001) values organisations can produce a luxurious and overpowering feeling of desire (Belk, et al., 2003) that hopefully end in both increased profits and improved consumer value. Thus, it is essential for organisations to identify what consumers desire, often before they actually know that themselves, and use the marketing strategies to enhance that desire. LOreals marketing strategy involves using attractive models with different hairstyles; Using these models LOreal creates a false perception among consumers that using LOreals products will make them look like the models. LOreals models use extensive makeup which highlight the fact that LOreals consumers are very sensitive about their appearance and may use lot of make up as well. Another key aspect of LOreals marketing strategy for hair care products is using models with different skin colours. This could be a strategy to improve the aesthetic appeal of LOreals hair care products. One key aspect of LOreals marketing strategy is to advertise a single shade of a hair colour. For example; when it advertises red hair colour, all the models in the advertisement will be wearing different shades of red hair colour only. 2.1 Emotional experiences Franzen Bouwman (2001) state that individual perceptions and memories are linked to emotional reactions. The cognitive part of the human brain reflects, analyses and makes decisions, the emotional part of the brain, on the other hand, reacts spontaneously on the perceived external stimulation. When a person is exposed to new information the brain has to make a choice whether or not, or to what extent he has to pay attention. Emotional experiences are actual impulses that cause human behaviour and it is possible to identify two types of recollections of emotional experiences; implicit and explicit emotional experience (Franzen Bouwman, 2001). People perceive most marketing unconsciously and superficially but they are still influenced by it in the future purchasing behaviour. As a result a perception of the brand can be seen as unconscious and implicit unless it has already been connected to concrete experiences which have led to explicit cognitive recollections (Franzen Bouwman, 20 01). LOreals marketing strategy is to market LOreal as a wholesome brand rather than as individual product lines which means that when consumers actually decide to purchase any product they are likely to remember LOreal brand. Through a multi-sensory experience, created by sensory perceptions, people respond to external stimulations as well as they react to emotional images which are either consciously or unconsciously. This creates possibilities for hedonic consumption which is, as explained by Hirschman Holbrook (1982, p. 92), a phenomenon that: designates those facets of consumer behaviour that relate to the multi-sensory, fantasy and emotive aspects of ones experience with products. It is essential for companies to identify the symbolic meaning of consumer goods which are increasingly becoming a part of our consumer identity and image. Symbolic meaning of hair care products such as hair colour is to give the hairs a colour which matches the personality, mood, occasion and the rest of the attire. This is often witnessed in case of air colour advertising by LOreal as often the products are advertised using models who are wearing the clothing and makeup which matches the hair colour. Thus, LOreal tries t o symbolise hairs as one part of the body which needs to be dressed like rest of the body to make the look complete. For hair care products, LOreals marketing strategy is to highlight the hairs as the most important part of the looks. This is often done by highlighting the hairs so that everything else looks meaningless (as is evident from some of the advertisements shown below): All these advertisements highlight hairs as the main part of the look. By highlighting the hairs as the most important part and noticing that it is possible to alter the appearance of hairs (by styling and colouring), LOreal tries to convey the message that it is possible to achieve the model looks. In other words, the highlight are the hairs which have been treated with LOreal products which means that the looks of the model in the advertisement are a result of LOreals product and hence the consumers can get the same looks if they use LOreal products. 2.2 Consumer behaviour and human needs When clarifying the consumer behaviour several authors describe purchases from a need-goal perspective (Schiffman Kanuk, 2000). With some difference in terminology they explain how a need is created for a human being, for example, a feeling of hunger or the aspiration to become an esteemed member of society. Maslow (1943) presents a hierarchy of needs and argues that the level below is always more important than the one above. The lowest level consists of what could be called innate or primary needs and higher up in the pyramid are the acquired or secondary needs. The above example of being an esteemed member of society fits into the second highest of these levels labelled esteem). Figure: Maslows pyramid. The levels represent different parts of the hierarchy. Needs work as motivation to reach a goal that can be generic or product-specific (Schiffman Kanuk, 2000). A generic goal to cleaner hair would be shampoo; a product specific goal would in turn be shampoo from one of the various brands in the market. LOreals marketing strategy targets both. For example, for hair colouring products, the generic strategy can be good and trendy looks while the product specific strategy can be to market LOreal hair colour products. LOreal extensively uses its brand name in marketing LOreal products 2.3 Marketing Gagliard (1996) explains that when the object is being experienced in a physical, tangible reality it is acknowledged through sensory experiences. Organisations can, in this context, be seen not only as physical settings that produce products but also as a brand with the capacity to nourish and promote peoples senses. Artefacts can be defined as a form of message, existing either independently of its creator, or being perceived by the senses. Through these, organisations can contribute to promoting their goals. According to Franzen Bouwman (2001) a brand can be defined as a sign or a symbol of recognition in form of logos, labels, names and colours which evokes associations in people and is commercially linked to saleable goods and services. It is a source of value to both consumers well as the companies. By maintaining a strong brand firms achieve loyalty and steady future sales. LOreal invests significantly in advertising LOreal brand. In fact, the brand LOreal is highlight of almost all marketing communications that the firm undertakes irrespective of the product. By highlighting the name LOreal experts the firm aims to send a signal that it is expert and hence trustworthy at producing the particular product. LOreal also uses the word Paris in its branding; this is to associate LOreal with Paris, the Meccah of fashion. Associating a brand with Paris automatically symbolises a high end fashion product and this strategy is wisely used by LOreal to influence its customers who may exhibit d esire for French fashion. Around the very core of the product there are a more or less equally valued attributes. Not only is a shampoo a hair-cleansing device but there are several other aspects that are taken into consideration during the creation process. Such attributes include quality, design, package, colour, smell and much more. LOreal packs its products in high quality packing with glossy covers. There is also product specific packing; for hair colours the packing will contain the face of a model with the same colour as the one in the pack. This is informative packing as LOreal aims to educate the consumer about how the hair will look after colouring using that particular colour. This is often done to reduce customers disappointment; for example, if detailed picture is not given, consumers may use the colour only to find that it does not look the way they hoped it to and this may lead to divorcing the brand altogether. To avoid this, LOreal, or in fact most of hair colour manufacturers provide an imag e of a model with the same hair colour. Gardner Levy (1955) define the brand as more than a label, established to distinguish the company from its competitors. Instead they view it as a symbol which makes up a complicated net of various attributes which are sent out by the company. Later these are interpreted and re-valued by the customers and results in an overall public image. For the company, the feelings and attitudes the customers have towards the brands are essential not only to promote and sell any current products but also to attempt to launch new products under the same brand umbrella. This view of the brand as a symbol that creates awareness, loyalty and associations has later become known under the summarising definition brand equity (Kotler, et. al., 2005). As Franzen Bouwman (2001) puts it, brands that succeed in strategically linking emotions to them are generally connected to products that have something to do with these emotions. In other words, when the emotional response reflects the brand and also the very product itself, the brand-owner has succeeded in what all companies seek to do today, to create a unified message to the consumer. 2.3.3 Sensory marketing Consumers respond to the overall product or service characteristics, both tangible and intangible, produced by a total product offering. Through sensory marketing, appealing to the consumers through smell, music, design and taste, companies not only differentiate their image and create a strong identity but also construct an overall satisfactory personal experience. The figure below shows how the bodily senses; either separately or in a combined way, creates an experience and reaction from the consumer. Figure: Senses attributing to a combined customer experience, Hultà ©n et al. (2008). For example, the sight sense comes through the visual images such as product design, packaging or particular style. It is essential for people who consume the final product to make sure that they can see the product of interest. LOreal achieves this by providing the customers wit the image of a model wearing the same hair colour as the one in the pack. Kotler (1973) suggests that the key factor is actually the place, or in other words the sensory quality of the space in which the product or service is purchased. In some cases it is more influential than the offering itself and can overrule the primary product.. The right atmosphere does not only draw potential customers but also send a message about its position or status and therefore increase the probability for future purchases. The importance of the possibility for a purchase and the atmosphere is presented by Kotler (1973) below: Figure: The Casual Chain Connection Atmosphere and Purchase Probability, Kotler (1973). The place aspect of advertisement is addressed by LOreal by selling its products through departmental stores and hair salons. 2.3.4 Experiential Marketing This theory states that consumers are viewed not only as rational decision makers, concerned with functionality and personal benefits, but as emotional human beings, willing to achieve something extraordinary, for instance a memorable and enjoyable experience (Schmitt, 1999). This is a strategy often used by LOreal who aims to market the message that by using its products it is possible to achieve model looks. As mentioned earlier, this is done by highlighting the hairs in the marketing images to suggest that hairs the most critical aspects of particular models looks and that the looks of these hairs is because of the marketed LOreal product. In other words, use this particular product and you can look the same. By generating the uniqueness effect and selecting certain attributes that purchasers value, organisation are awarded with premium price which exceeds the extra costs required for the differentiation (Porter, 2004). Figure: Difference in price consumers are willing to pay for professional and retail products. The figure above shows the price difference in products which consumers are willing to pay. The question mark represents the unknown factors that enable consumers to buy professional hair care products at such a high price compared to retail alternatives. LOreal hair colour products are in mid to expensive range and cost more than many of its rivals. These products may be strategically priced a bit high to increase their symbolic value. For example, if hair care products are priced to low, consumers may perceive the product as low standard. Raising the prices Too much would have an impact on the consumption level; consumers will either not buy or will not use the product that frequently. The problem with the latter is that if the consumers tend to become satisfied with their looks without using these products, they might stop the consumption of these product altogether. It is important for these firms to maintain the desire for these products and hence products are priced to stimulat e consumption. Conclusion In conclusion LOreal uses it marketing strategy according to desire aspect more than anything else. It selects the targeted consumer segments and addresses the desires of this consumer segment by using appropriate marketing signals. LOreals marketing strategy involves proving to the customers that it is possible for them to achieve the same looks as the models in its advertisements by using LOreal products. 2,968 Words