Nike Strategies - 1993 Words

Nike is a major publicly traded sportswear, footwear and equipment supplier based in the US which was founded in 1962 originally know as Blue Ribbon Sports. Nike is the world leader in the manufacturing of sportswear and gear with more than 47 market shares across the global (Nike.com, 2011). Nike produces a wide range of sports equipments such as running shoes, sportswear, football, basketball, tennis, golf, etc. Now Nike follows the global fashion trends and is well known and popular in the youth culture and hip hop culture to supply some fashion products. Nike recently teams up with Apple Company to produce the Nike+ products which can monitor a runner s performance through a radio in the shoe that can link to the iPods. Besides†¦show more content†¦This strategy focuses on the consumers who like Nike and pushes the products value to a higher level. The customers who consider a product to be high quality are likely to pay the high price more often and consistently. Once the consumers develop the product intimacy, they come to associate their person with the products and will pay whatever price quoted on the products. Nike use vertical integration price strategy in which they take ownership of the participants at channel level that differ and they also engage in various channel level operations both to control costs and thus influence the pricing function (Goldman S, 2000, pp154). 2.4 Market Segmentation and Target Most of the consumer of Nike s products is mainly athletic. Nike is the master of segmentation, their segmenting market typically target s athletes, both women and men from the age 15 to 35. Nike s targeting market is active people who enjoy high quality sporting goods, especially footwear. Nike focuses on creating premium consumer experiences on product innovation, brand leadership and elevated retail presence. Nike targets on these customers by agreements between Nike and athletic teams, college s athletic teams for products sponsorship and eventual promotion to the members of these teams. Even though others are likely to buy the products, Nike focuses on the athlete more than any group of individuals even though it also target on the youth. ThisShow MoreRelatedThe Expansion Strategy Of Nike1287 Words   |  6 Pagesscrutiny of millions of Internet users (customers) around the world. U.S. corporation, Nike, is one of such giants that has experienced the many social perils that ca n come with globalization, which they particularly felt after their expansion strategy in the 1990s. I shall further explain how Nike came to this situation through its expansion strategy. Founded by Phil Knight and Bill Bowerman in 1964, Nike (originally named Blue Ribbon Sports), grew from their small beginnings to the sports footwearRead MoreNike Strategy1302 Words   |  6 Pagesmodule Session Long Project I picked Nike, Inc as the multinational company to study. Here we will discuss the origin and history of this company and its profile. We will also cover Nike s international activities and how they managed to become today s world s leading supplier of athletic shoes, apparel and sports equipment. We will see how this company managed to expand internationally and control the sportswear arena completely by utilizing marketing strategy centering around brand image whichRead MoreBusiness Strategy Concepts Nike Inc.1034 Words   |  5 PagesBusiness Strategy Concepts amp; Nike Inc. Nike generic strategy for competitive advantage emphasizes product mix diversity. Nike analyzes what products should be handled and what characteristics should meet to aim success. When applying a competitive strategy, the product plays a role as a link between supply and demand, so the success is determined by the ability of the company to overtake the competition and of course, by the quality of the product from the client’s perspective. Nike adaptsRead MoreCase Study : Advertising Strategy By Nike Essay1081 Words   |  5 Pages Case study on Advertising Strategy by Nike As per Nike organization legend, a standout amongst the most well known and effectively perceived trademarks in promoting history was authored at a 1988 gathering of Nike s commercial office Wieden and Kennedy and a gathering of Nike workers. Dan Weiden, talking fondly of Nike s can-do state of mind, allegedly said, You Nike fellows, you take care of business. The rest, as is commonly said, may be (promoting) history. In the wake of staggeringRead MoreNike Business Strategy615 Words   |  3 PagesNikes grand strategy is Growth . The company feels the international marketplace (rather than the domestic) is where the majority of growth will be realized in the next five years. Product Differentiation is the product strategy that Nike has utilized and will continue to use as design creativity is one of Nikes core competencies. International Marketing Nike feels strongly that their biggest opportunities for growth lie in the countries on South Africa, India, Mexico, Peru, Chili, Bolivia, andRead MoreHow Nike Changed Its Expansion Strategy1362 Words   |  6 Pages†¢ Explain how Nike came to that situation through its expansion strategy ‘Although multinationals are eager to pursue the opportunities of increased global integration, they are increasingly aware of the reactions which their strategies induce – both at home and abroad. Thus, they tread warily, lacking clear and agreed-upon definitions of good corporate citizenship. The athletic footwear industry experienced an explosive growth in the last two decades. In 1985, consumers in the United States aloneRead MoreNike Marketing Strategy4572 Words   |  19 PagesNike story Nike Clothing | Nike Shoes Men o Men Nike Footwear Women Women Nike Footwear Girls o Girls Nike Footwear Boys o Boys Nike Footwear Nike shoes and sportswear clothing Nike trademarks the â€Å"Swoosh† logo and the â€Å"Just Do It† slogan. Nike, the world’s leading supplier of athletic shoes and apparel, was the birth-child of University of Oregon coach Bill Bowerman and runner Phil Knight. Founded in January 25, 1964 the company was originallyRead MoreNike Strategy Analysis12215 Words   |  49 Pages 3. Nike Board of Directors Table†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦...p.11 4. Table of Key Financial Ratios†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦...p.22 5. Net Income Trend Graph†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.†¦..p.24 6. Primary Strategic Match Position Chart†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..p.30 7. Industry Attractiveness Matrix†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..p.31 8. Business Strength/Competitive Position Chart†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..p.32 9. Grand Strategy Chart†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ p.34 10. Marketing Short-term Strategy Chart†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Read MoreNike Marketing Strategy1853 Words   |  8 PagesNike s marketing strategy is an important component of the company s success. Nike is positioned as a premium-brand, selling well-designed and expensive products. Nike lures customers with a marketing strategy centering around a brand image which is attained by distinctive logo and the advertising slogan: Just do it.[40] Nike promotes its products by sponsorship agreements with celebrity athletes, professional teams and college athletic teams. However, Nike s marketing mix contains many elementsRead MoreSwot Analysis Of Nike s Marketing Strategy1543 Words   |  7 Pagescorporate level strategy. It not only helps companies to spread their risks but also capitalizes their strengths. One of the epitomes of applying diversification strategy and being successful in diversification is Nike, Inc. This paper discusses Nike’s diversification strategies and how the company succeeds in using it. Along with corporate level strategy, this paper also touches upon the international strategy that Nike uses. Key Tie-Ins †¢ Diversification strategy †¢ International strategy Nike Diversification

Health Care For Transgender Patients Essay - 1918 Words

Regarding access to healthcare, transgender individuals often face the most obstructive barriers when attempting to receive care. Whether they are seeking access to hormones, therapy, general health services, reproductive healthcare, or specialty healthcare, transgender patients typically cannot get what they need without jumping through many hoops or hiding their identities. This occurs especially so in cases of intersecting identities -- where an individual is not just transgender, but is transgender and a person of color, disabled, gay, indigenous, undocumented, poor, etc. These intersecting identities interact in multifaceted ways to produce even more barriers for trans individuals seeking healthcare due to healthcare provider bias, insurance requirements, and doctors’ general unwillingness to help coupled with inaccessibility founded on racism, transphobia, homophobia, mental illness stigmatization, etc. Perhaps the most significant contributing cause of the poor quality of healthcare afforded to transgender patients is the fact that the majority of healthcare providers do not know how to treat trans patients. According to a study done by the Royal College of Nursing, it was discovered that â€Å"78% [of surveyed nursing staff] had not had training on how to care for transgender people, and only 13% of those surveyed said they had felt prepared to meet the needs of trans patients they had cared for† (Duffy, 2016). Additionally, around four out of five staff had â€Å"no trainingShow MoreRelatedGender Transition : Male And Diverse Population Of Patients1168 Words   |  5 PagesGender Transition: Male-to-Female Transgender Patients Nurses serve a wide and diverse population of patients. Identifying and understanding the transgender population is an area of little research and training for nurses. While it is estimated that less than 1% of the population identifies themselves as transgender, it is a population comprising of all races, ethnicities, religions, ages, and socioeconomic backgrounds (American Journal of Nursing, 2014). Society has long discriminated and denigratedRead MoreGender Issues And Health Care Provider Knowledge / Communication997 Words   |  4 PagesGender Issues and Health Care Provider Knowledge/Communication Patient-Provider Communication is a Public Health Problem Public health is concerned with protecting and improving the health of entire populations, whether through education and promotion of healthy lifestyles, research for disease and injury prevention, detection and control of infectious diseases, or changes in public policy.1 The patient-provider encounter is an important point of access between the patient population and the healthcareRead MoreChanging Definitions That Restrict Who Can Visit Veterans1207 Words   |  5 Pagesdefinitions that restrict who can visit veterans in health care settings. This new definition will allow veterans to determine their own visitors (Sharpe Uchendu, 2014). The efforts set forth by the Veterans Administration create an opportunity for more inclusive health services for LGBT individuals outside of the VA. With the abolishment of Don’t Ask Don’t Tell Policies, LBGT veterans are now considered in the services offered at the VA. As the Veterans Health Administration becomes more inclusive, thereRead MoreEthical Theory Of Deontology And Teleology1701 Words   |  7 Pageswrong as it emphasises on consequences determining whether an action is good or bad (Johnstone, 2016). A number of literatures have highlighted that homophobic verbal and physical abuse, discrimination, stigmatisation leads to poor mental health amongst transgender individuals which in turn puts them at a higher risk of suicide (Hillier et al., 2010; Leonard, et al., 2012; Commonwealth of Australia, 2010). This shows that the negative consequences of Jo’s actions can be more severe thus making herRead MoreThe, Or Gender Dysphoria893 Words   |  4 Pageswhom is or is not, in fact, ‘transgender’. As aforementioned, the definition and criteria underwent decades of controversial revisions. Needless-to-say, the diagnosis of gender dysphoria is the primary criteria to be considered for any form of intervention. 8 The World Professional Association for ‘Trans-gender’ Healt h’s standards of care outlined various intervention options available. Psychotherapy, hormone replacement, surgical reassignment and other medical care can be utilized in promoting personalizedRead MoreThe Fathers Private Family Experience868 Words   |  4 Pagessaid yes. He continued to say that it was time for his testosterone shot and his yearly pap smear. I remember that I responded by blinking my eyes and then saying ok. I opened his chart and flipped back about a year’s worth of notes by the primary care physician (PCP) and saw female to male (FTM) hormone replacement therapy and the initial testosterone dosage John was started on. I then realized the awkward silence in the room as I looked through his chart, and apologized to John that I was lookingRead MorePaper1299 Words   |  6 PagesYouth: Making a Lifetime Impact Students who are lesbian, gay, bisexual, transgender, and other sexual and gender minorities (LGBTQ+) are at high risk for bullying, relationship violence and sexually transmitted infections (STI’s). They are often afraid to speak up for themselves because of prior or anticipated discrimination (Cornelius Whitaker-Brown, 2017). This paper reviews the literature related to risk factors and health care of LGBTQ+ youth, discusses some legal issues related to the topic,Read MoreGender Equality And Its Effects On Society1363 Words   |  6 PagesTaylor, Antony, 2010, p. 474). The term transgender has been used to represent individuals whose gender identity and/or gender expression do not match the biological gender they were born with (Stroumsa, 2014, p. 1). Individuals who choose to transition from their biological gender into their gender identity are faced with multiple barriers especially individuals who have transitioned into females. Being female anywhere is difficult, t herefore being a transgender female is especially difficult. 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This is apparent from the fact that LG BT youth have a higher risk of attempting suicide, lesbians are at higher risk of developing cancers, especially breast cancer; and gay men and transgender individuals are at higher risk of HIV and other STDs (Lesbian, Gay, Bisexual, and Transgender Health). As a member of the LGBT+ community

Assignment The New World Order Free Essays

Abstract There is a global economic phenomenon currently occurring in which the major banking families have gained a monopoly over the world’s economies. This phenomenon has raised suspicions which has led to the conspiracy theory of ‘The New World Order’. This conspiracy theory focuses on the questionable climb to power that the major banking families have achieved over centuries and the esoteric strategies that each generation has worked in line with to ultimately gain world domination through creating a global mono-nation. We will write a custom essay sample on Assignment: The New World Order or any similar topic only for you Order Now Contents Page Official strory The theory chosen and why The elites rise to power How they have stayed in that position and possible threats How they plan to carry out the rest of the plan The significance of the new world order to new zealanders Bibliography Extra information Official story There is a global economic phenomenon currently reoccurring in which the major banking and/or Corporate Empire families have gained a monopoly over the world’s economies. These major banking families, also known as the global elite, consist of the Morgan’s, Rockefellers, Carnegies, Warburg’s of Hamburg, Kuhn Loeb’s of New York, the Goldman Sachs, the Lazard’s of Paris, and the Rothschilds of Paris and London (said to be the most influential). These families own almost all, if not all, the central banks around the world. They also control the large oil and energy empires. When a country’s economy falls, or goes into a recession, these Banks and Empires are the ones who still earn immense profits and make the effort to buy the competition out. They are known to fund candidates for presidential and priministerial elections, and also participate in exclusive meetings involving the highest of society. This amount of power that the global elite have gained has raised suspicions, and with the extensive evidence collected it supports the conclusions that have been drawn. The conspiracy theory â€Å"A New World Order† has emerged explaining why this phenomenon is occurring. This theory involves the global elite participating in an esoteric plan to take control of the world’s monetary system, and energy sources, and reduce the world population by 80%. This means they will effectively gain complete domination over the world through creating a mono-nation. There are different versions to this one conspiracy theory where aspects like religion are emphasized and the plan is to rid the world of religion. There is aslo a common conspiracy theory where globalization is used to gain world domination, instead of the creation of a mono-nation. The creation of a mono-nation seems to correspond with the evidence collected, a lot more logically than globalization, and I have found that even though religion is slowly becoming a thing of the past, it is still strong in many cases and will not get pushed to the side too soon. So I have concluded that the conspiracy theory that most closely corresponds with the evidence found is that the global elite are planning to take over the world’s monetary system, and energy sources following an esoteric strategy that will lead to world domination through the creation of a mono-nation. The position of the global elite is explained using the pyramid structure add pic We ordinary humans, the tax payers, are at the bottom of this triangle being exploited, along with the environment around us. We carry out our daily lives putting up with what is occurring around us. We every day, common joes follow the laws that are put in place by the government which is funded by our taxes. This places the government above us. If the government needs money it turns to the central banks. Because of the shear size and power of some corporations, some being larger then some national economies and also due to the fact that corporations fund the political campaigns and influence the decided successor through lobbying, the government can only sit above human/normal people with corporatocracy sitting just above. These powerful corporations include Bechtel, Exxon Mobil owned by the Rockefellers, GE (General Electric), Monsanto owned by Pfizer, News Corporation owned by Rupert Murdoch, Pfizer owned by share holders which include Citigroup (the Rothschild’s) and Deusche Bank (the Warburg’s). Above corporatocracy is the Big Banks including Citibank’s (Rothchilds), Chase (Morgan’s), Bank of America, Goldman Sachs, Wells Fargo and HSBC ( Hongkong and Shanghai Banking Corporation). These banks fund the corporations by offering loans at special rates. This allows the coporations to complete their goals. Further above the Big Banks are the National Central Banks, such as the Federal Reserve which is controlled by a mix of the elite, and the Bank of England which is known to be controlled by the Rothschilds. Almost all countries have a Central Bank (funded by the Rothschilds) which commercial banks are members of. These Central Banks control the amount of money is in circulation and also set interest rates. They are above the four lower levels because they loan money out to governments at interest. These National Central Banks rely on the International Central Banks, the IMF (International Monetary Fund) and the World Bank to make more money while exploiting the countries they lend to. The Bank for International Settlements (BIS) is right at the top of the pyramid because it holds a significant amount of control over the global financial system by setting the amount of money banks around the world need to have. BIS is controlled by the elite and holds around 10% of the monetary reserves from at least 80 of the world’s central banks. BIS serves as the lender for the last resort to stop a global financial collapse . The start of the elite monopoly game is known to have begun at Mayer Amschel Bauer of house of Rothschild. How the elite came to power†¦.. The evidence collected centralized around the Rothschilds, Morgans and Rockefellers. A little focused on some of the others but didn’t cover the history of all the families so the conspiracy theory is concentrated around the Morgans, Rockerfellers, and the Rothschilds. Give me control of a nation’s money and I care not who makes it’s laws. † – Mayer Amschel Bauer Rothschild Mayer Amschel Bauer (son of Moses Amschel Bauer, who was a money lender and the proprietor of a counting house) was born 1743 in Frankfurt, Germany. After the death of his father, his name becomes Mayer Amschel Rothschild. He cre ated the Illuminati in 1776 with Adam Weishaupt, for the soul purpose to divide all non-Jews through all aspects including political, economical, and social. Incidents were to be provided to complete these plans. This first incident would be the French Revolution. The first attempt at this halted to a stop when the instructions to start the revolutions fell into Bavarian authorities’ hands. To complete their first goal the Illuminati went to Britain, who ignored the Bavarian government’s warning about the illuminati and their plan. so in 1789-1793 the French Revolution took place. The revolution allowed the bankers to make more money as the Roman Church had less control over taxes. With the success in Europe the Rothschilds went to America to move forward. With the help of their agent in George Washington’s cabinet (Alexander Hamilton) they created America’s first central bank in 1791. The First Bank of the United States was established with a 20 year charter. The charter then runs out in 1811 and when congress votes against its renewal the Rothschilds become angry and start to work towards another US central bank. The French bank de Rothschild Freres is set up in 1812. During 1815, the Rothschilds gain control of the British economy when a new Bank of England was set up and controlled by the Rothschilds after Napoleon was defeated. By the end of the 1800s it was estimated that the Rothschilds owned half of the world’s wealth. This period of time is known as the â€Å"Age of the Rothschilds†. In 1814 the Rothchilds and the Warburgs were tied together, and that same year the first attempt at a one world government failed when the Tsar Alexander 1 of Russia refused to have a Rothschild owned central bank during the Congress of Vienna. Nathan Mayer Rothschild was enraged and swore he would kill the Tsar Alexander I’s entire family and descendants. The Rothschilds gain control of Americas money again through one of their central banks in 1816. This control spiralled downhill when President Andrew Jackson started to remove money from the Rothschild’s second Bank of the United States placing the deposits into banks directed by Democrats. The panicked Rothschilds constrict the money supply through BUS President, Nicholas Biddle (agent for the Paris-based Jacob Rothschild), and America is thrown into a depression. Enlightened President Jackson states, â€Å"You are a den of thieves and vipers, and I intend to rout you out, and by the Eternal God, I will rout you out. † There were two failed attempts to assassinate President Jackson. One assassin later bragged that the powerful people promised him that if he got caught he would be protected. That assassin was trialled and found not guilty by way of insanity. Before President Jackson died in 1845 he noted his greatest achievement, â€Å"I killed the bank†. Under Jackson’s rule the US debt went to $0. 00 for the first, and last time. Even though the Rothschilds were unable to directly influence the USA, they were able to influence the USA through the House of Morgan, from 1838, who presided over the American finances from Wall Street and Broad. They were also able to use the Rockefellers who, in 1863, started to from the business Standard Oil. In 1873 Albert Pike, an American General, who was enticed into the illuminati, completes the blue prints for the world wars and revolutions. The differences between the British and the Germans was to be the spark to start the First World War, during which the promise made to the eliminate the Tsars was to be carried out. The Tsar was to be replaced with Communism. World War Two was to ferment controversy between Facism and political Zionism, bring hatred against Germany, and increase the power of Communism. The Third World War was to stir up hatred of the Muslims to get the Islamic world and the Zionists to fight against one another, all while remaining nations become exhausted after being forced to fight against one another. The Rothschilds’ luck continued to go bad with US Presidents when Abraham Lincoln, seeing what the banks were doing, started to print his own money. This did not allign with the Rothschild’s plan and Lincoln was assassinated. In the 1893 recession, the House of Morgan saved the US Government using Rothschild gold. Author Gabriel Kolko stated, â€Å"Morgan’s activities in 1895-1896 in selling US gold bonds in Europe were based on an alliance with the House of Rothschild. † In 1897 the Zionist movement is founded by the Rothschilds who elect Theodos Herzl as the President of the Zionist movement. in 1909 Jacob Schiff founds the National Advancement for the Association of the Coloured People (NAACP). This society was crreated to promote a greater split between whites and blacks. In 1913 the Rothschild get their final Central Bank for America called the Federal Reserve. During World War One, the Morgans fund half of the US war effort. The Rothschilds fund both sides of the war effort. While the Germans were winning the war, their government offers Britain an armictice but the Rothschilds, being one step ahead, sent one of their people to tell the British that they will enter on Britain’s side if Britain agrees to give Palestine to the Rothchilds. The Balfour Declaration is sent. America enters the war. The Allies win and all the while the promise made to the Tsar is kept and the Tsars are destroyed. During thhis time the Bolsheviks gain conttrol over Russia. The Council of Foreign Relations is founded by Bernard Baruch and Colonel Edward Mandell House, under the orders of Jacob Schiff. The CFR’s first job was to gain control of the press. John D. Rockefeller was given the task and set up national news agencies such as Life and Time. Bank of International Settlements, the BIS, the first Rothschild world bank, is established in 1930. Rothchilds fund German war efforts and that of the Allies during World War Two. The IMF and the World Bank are established in 1944. In the spring of 1948, US President Truman recognised Israel as a sovreign state after being bribed by the Rothschilds duing his campaign. In 1963, President John F. Kennedy is assasinated after trying to give the US government control over it’s currency without it passing through the Federal Reserve. By 1985 the Rothschilds are known to control all three leading US television news networks , NBC, CBS, and ABC. In 2001, the September 9/11 attacks, (another conspiracy theory linked to the Rothschilds), are said to have been caused so populations will give up their liberty for a sense of security. Afganistan is one of the 7 countries at that time not to have a Rothschild owned Central Bank. The US attack Afganistan. When America invaded Iraq, Iraq was only one out of 6 countries that didn’t have a Rothschild owned Central Bank, and also had an extensive water supply that Israel needed. In 2006 the French Rothchilds are the first foriegn banking family that gained China’s approval to enter their financial market. Just last year there were reports that there were only 3 countries without Rothschild owned Central Banks: North Korea, Cuba and Iran. The real truth of the matter is, as you and I know, that a financial element in the large centers has owned the government of the U. S. since the days of Andrew Jackson. † – U. S. President Franklin D. Roosevelt in a letter written Nov. 21, 1933 to Colonel E. Mandell House These families have worked their way up the social and financial ladder using murder, intimidation and bribery. Using these same methods th ey have gained control over the world’s monetary system. They have power over the non-renewable, natural energy sources, such as oil and gas. There is also evidence to suggest they are sabotaging developmental, renewable energy sources and they are still trying to suppress free energy. â€Å"This information coming out would completely change geo-political power more than anything in human history. † – Steven Greer, Disclosure and Orion Projects The conspiracy theory focuses mainly on the Rothschilds, but as most of these families are joined together through marrige, and deals, they are consequently all a part of these vile acts. The murder of 3 of the most well known US Presidents were at the hands of these global elite, Jackson, Lincoln, and JF Kennedy. They are skilled in bribery and manipulation, for example US President Truman was extremely influenced by these families at the time they set up the Federal Reserve, showing that no person, no matter what their position, or country wants to go up against such powerful families. These aspects have allowed them to dominate our world’s monetary system and the unrewable souces of energy such as oil (Rockefellers Standard Oil), nuclear and most electricity companies. Free energy relates to an energy that is clean, will always be able to be used and, most of all will be free to everyone. The implications are in plain sight. If everyone had free energy there would be no need for oil, or any of those other companies that have been exploiting us and our environment. There are many examples of these free energy machines that have been tested successfully but never see the light, as the scientists are suppressed. One of these examples is Haskell Karl, a free energy inventor who claimed that he had made a machine that worked and producded energy with only the use of air, called the AATE. In the early 1960s he took it to Wyle Testing Laboratory to be trialled. They could not understand how it worked and so asked if he could leave it with them over night. Haskell refused and took his machine home. He and his associate were to meet with President JF Kennedy to demonstrate the machine but before the meeting, Haskell’s associates and the machine went missing. There was also a supposed deal with China which failed to go ahead when the main individual died of a mysterious heart attack. Scard Haskell went into hiding. Another well known scientist and inventor was Nikola Tesla who, financially supported by J. P Morgan, created the Wardwnclyffe Laboratory and its transmitting tower between 1901and 1905. The transmitter was, along with being the first radio transmitter, capable of transmitting power without wires to any point on the globe. This presented Morgan and the rest of the global elite with a problem. Morgan’s famous comment about this was â€Å"If anyone can draw on the power, where do we put the meter? â€Å". The incomplete tower was demolished for war time security mesures in 1917. History and present day accounts are littered with these supressed inventions and inventors. It has gotten to the point where scientists are too scared to speak up. There are cases where inventors have been murdered or thrown into jail because they have threatened these powerful families with the creation of free energy, which could lead to their possible fall from power. I can only come to the thought that this conspiracy theory involves the creation of a mono-nation (one state, one set of rules, one government and no laws for the elite) rather than globalization (independent sovreign countries with trading between) through how they have already acted in the past. I have also found some of the ways the global elite are already starting to impliment this plan for a one world government with the reation of free trade agreements which join countries together. This also means that small companies will miss out on the pay that they may have recieved if the big companies had to pay taxes. With the control of the media the global elite are able to fix into our minds what is normal and what is not. There used to be 88 media companies in America. Now th ere are 6 media companies that exist today. All 6 of these get their news from Reuters and the Associated Press. Reuters owns the AP, and the Rothschilds own Reuters. Effectively they have created the largest army possible. We get fed the information through the media without asking many questions, then when someone who does not agree with a certain thing speaks up they are pushed to the side. The global elite also have another agenda in their plan to create their mono-nation. In order to gain more power they have a goal of decreasing the global population by up to 80%. This would mean there are less people to exert their influence and control over. This would make it easier for them to remain in power, as there would be less people who might question their motives. There are a few areas where this population control agenda have arisen. The growing potency of GMO foods has been directly related to the lowering sperm counts in males globally. Women around the world have been sterillized without their permission. These are the few examples of how the global elite are slowly lowering the world population. Also around America ‘camps’ have been erected to ‘fix the situation’ of overpopulation. New Zealand is a part of the global elites’ plan as well. Our history also contains an extensive amount of evidence that we are a part of the New World Order going right back to 1967. In this year a texas oil billionaire, Nelson Bunker Hunt, finds a huge oil source south of New Zealand. That same year Placid Oil is granted drilling rights in the Great South Baisin after Finance Minister, Rob Muldoon, recieves $US100,000 loan from Hunt’s Placid Oil Co. In 1969 Onassis Oil calls for a council meeting to discuss a plan to monopolize the Great South Basin in Washington DC. The council members include John McCloy, Nelson Rockefeller, and David Rockefeller. A plan to control all New Zealand and Australian oil and mineral resources are outlined by McCloy. 1970 Onassis Oil start setting in place their plan by creating the AIFC (Australian International Finance Corporation) using ANZ (Australia and New Zealand Bank). ANZ is also a Rothschild owned bank. Also in 1970, Japanese business men (with strong connections to the global elite) move to New Zealand and with the help of Finance Minister Muldoon and others Mitsubishi and Mitsu buy rights to iron sands. Muldoon also helps Mitsu obtain the 320million cubic foot Kiangaroa Foresty contract with Carter Holt. By buying New Zealand’s largest travel company, Atlantic and Pacific Travel, the Fletchers help extend the Rockefeller Travellodge operation. In 1971, Muldoon changes the law to allow Mafia-controlled banks to opperate in New Zealand when Onassis and Rockerfeller began to buy influence for this New World Order. Connections are also made between Renouf in New Zealand United Corp and global elite. In 1972 Bob Seldon an associate of Gulf Oil helps to establish New Zealand’s first international banks which include N. Z. I, Bank of New Zealand, Morgan Guarranty Trust, Morgan Grenfel and S. F. Warburg. This same year Norman Kirk is elected Priminister of New Zealand. n 1974 Norman Kirk, along with Gough Whitlam, begin to move against the Mafia Trilateralists which opposes the global elites’ plans. Kirk introduced and applied a tough Anti-monopoly Bill and also, using price regulation and a wages policy, tried to redistribute income from the big companies to the labour force. Kirk also rejected the plan for Dunedin to have a second Aulminum smelter, setting himself up to gain more control over New Zealand oil resour ces through the Petroleum Amendment Bill. Kirk had also found out about the large resource of oil Hunt Petrolium had found while drilling in the Great South Basin. There was enough oil and gas resources that New Zealand would be eble to become self sufficient for years. These facts were kept quiet by the big companies to prevent the oil prices lowering, as this would not go with the plans of OPEC and Onassis for the Arabs to be achieved. During 1975 the elections are held with Rowling verses Muldoon. Muldoon wins after oil companies pour money in to support Muldoon’s campaign through the National Bank of New Zealand (who’s general manager is a member of the Todd Foundations; Investment Board Director Tudhope also Managing Director of Shell Oil and Chairman Shell/BP/Todd foundations). In 1977 Muldoon travels to the US to meet with Rockefeller officials not the US Government. Petrolcorp is set up by Muldoon in 1978. Taxpayers pay for exploration costs while the big oil companies control the outlets. Muldoon also plans to to re-open National Parks for the exploitation of our minerals. 1981 New Zealand Oil Gas (NZOG), with strategic holdings by Jones, Renouf and Brierley launches. Through the Pike River Coal Company NZOG controlled 80 million tonnes of coal. Wellington, Auckland, Christchurch and Hawkes Bay Gas is owned by Brierley. Shell/BP/Todd Foundations and Fletcher Challenge control Liquigas Limited. New Zealand was the first countary to install EFPOS (owned by the Rothschilds ANZ and Bank of New Zealand). Cash is rarely used as EFTPOS and the newer internet banking system has become more popular. The Rothschilds also own our National Rugby League, owned Ansett New Zealand airlines, and own the New Zealand Reserve Bank. Our current Priminister, John Key, used to work for Goldman Sachs and Merrill Lynch, and apparently one time when he got drunk, before he became priminister, he said that he was chosen to be the next New Zealand Priminister. Goldman Sachs have control over half of our media. In June, John Key signed an agreement with NATO (controlled and founded by the global elite). It also seems that our natural resources have come in to play again. Since John Key has been in power it was New Zealand’s protestors that saved our National Parks being gutted out to find minerals. John Key’s Speech to the New Zealand Institute of International Affairs, 26 May 2009: â€Å"The move toward a single economic market is an attempt to really integrate the investment protocols and also ultimately the behind the border issues that ultimately both countries face† An Asia-Pacific Union† â€Å"The medium term challenge for both countries is actually to be fully integrated into Asia† â€Å"Quite what the future opportunities will look like is not yet clear. But compared with 75 years ago the international landscape is vastly different, and in many ways more conducive to achieving the global solution the OECD Secretary-General called for. â€Å"We are engaged in an FTA negotiation with Korea. And, of course, we have just signed an FTA with the ten ASEAN nations, which potentially connects New Zealand to the embryonic single market in East Asia (CEPEA). New Zealand must be part of a web of bilateral and plurilateral trade links that are being est ablished throughout the Asia-Pacific region. † â€Å"We need to be plugged into the security arrangements that govern peace and stability in the region. These are multilateral arrangements, but our bilateral security relationships in the region are also important. New Zealand has a strong interest in robust US engagement in the region. † â€Å"The Pacific Agreement on Closer Economic Relations (PACER) is the plurilateral framework that will underpin the future development of trade across the region. This agreement envisages a free trade agreement between Australia, New Zealand, and Pacific Island countries. † â€Å"When we met in March, Kevin Rudd and I set out an ambitious agenda of initiatives. To build prosperity, we want to break down barriers at the borders, whether for investment, tourism, or for people flows. We want to erode barriers behind the borders, by exploring further harmonisation on climate change, science and innovation and domestic regulation where that makes sense. And we want to tackle barriers to prosperity beyond our borders, by promoting open markets and healthy capital flows around the world. When I go to Australia again in August, Kevin Rudd and I will review progress on those initiatives, and set new goals towards creating a truly single, economic market. The importance of that in raising New Zealand’s performance and productivity cannot be understated. â€Å" How to cite Assignment: The New World Order, Papers

Music and second language acquisition Essay Example For Students

Music and second language acquisition Essay Danna Beth Sanchez Cocoa University of Pomona 1. Introduction The purpose of this ethnographic research is to examine and analyze the influence of music in the acquisition of second language vocabulary, and understand the importance of it on the students learning process and the teaching process as well. This analysis is essential to acknowledge the outcomes that music can bring to education and to familiarize with a different and motivational way of teaching. Learning is the acquisition of knowledge through the practice or experience where he teacher is the students guide toward the social and personal development. Learning another language can become tedious and the student may lose interest in the subject if a teacher has an inappropriate methodology to convey its knowledge. Therefore students grades are reflected. That is why new strategies have been implemented, such as music and didactic games. Human learning may arise as part of educational process, personal improvement, upbringing, or training. It may be purpose-oriented and guided by motivation. In other words theoretical learning is not enough. The concepts, theories, words, meanings are learned better in a motivated environment. This environment includes didactic games and strategies for a better understanding in a classroom, where students can exchange their own knowledge and learn from their experiences. English is a language that has dominated the society over the years and has emerged as urgency in each of the educational institutions. Generally speaking, according to Adorn (1956), music and language have features in common, such as pitch, stress tone, volume, rhythm and pauses. Another thing in common is that both of them are learned by measures of exposure. In order to have a fuller language acquisition process is important to use all the abilities including oral or written input. The firsts notions of music comes from Music and second language acquisition By diabetes known as an easy way of memorizing something. Therefore it should be taking into consideration the following theories, which establish how human learning works and the music as a didactic strategy to learn vocabulary. 2. Theoretical Framework According to Crasher (1989), the best methods to acquire second language vocabulary are those that supply comprehensible input in low anxiety situation, intonating messages that students really want to hear. This can only signify that learning must be a natural process, where students are not forced to early production. Students should be allow to produce when they are ready recognizing that improvement comes from utilize communicative and comprehensible input and not from correcting writing production or grammar. Crasher also explains that acquisition is a subconscious process where the individual is not aware and requires meaningful interaction in the target language but focusing on meaning rather that arm; it is difficult to separate learning from acquiring a second language but all comes down to distinguish between form and structure versus meaningful concepts. The Affective Filter hypothesis studied also by Crasher, is focused on the affective variables including motivation, self-confidence and anxiety can facilitate or delay the English learning process. Have motivated students can make an enormous difference in the process of acquiring a second language. That is why different teaching mechanisms have been used to encourage and aid students to have a better understanding and a meaningful knowledge. According to Grief (1992), music can be used to stimulate second language learning process, exploiting all its elements such as context, lyrics and rhythm to stimulate learners imagination. Also is very common using music to create a comfortable and relaxing learning environment changing negative feelings or psychological barriers into positive ones reducing those barriers. According to what Murphy (1990) referred to as the song-stuck-in-my-head phenomenon, some empirical studies have focused on the relationship between music and memory. Songs have repeated lyrics and rhythms which have been examined as possible tools for enhancing learning and memory of vocabulary development and other language competences such as grammatical structures and pronunciation. .u98d28c097a6ab2e269b7a939420104d8 , .u98d28c097a6ab2e269b7a939420104d8 .postImageUrl , .u98d28c097a6ab2e269b7a939420104d8 .centered-text-area { min-height: 80px; position: relative; } .u98d28c097a6ab2e269b7a939420104d8 , .u98d28c097a6ab2e269b7a939420104d8:hover , .u98d28c097a6ab2e269b7a939420104d8:visited , .u98d28c097a6ab2e269b7a939420104d8:active { border:0!important; } .u98d28c097a6ab2e269b7a939420104d8 .clearfix:after { content: ""; display: table; clear: both; } .u98d28c097a6ab2e269b7a939420104d8 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u98d28c097a6ab2e269b7a939420104d8:active , .u98d28c097a6ab2e269b7a939420104d8:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u98d28c097a6ab2e269b7a939420104d8 .centered-text-area { width: 100%; position: relative ; } .u98d28c097a6ab2e269b7a939420104d8 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u98d28c097a6ab2e269b7a939420104d8 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u98d28c097a6ab2e269b7a939420104d8 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u98d28c097a6ab2e269b7a939420104d8:hover .ctaButton { background-color: #34495E!important; } .u98d28c097a6ab2e269b7a939420104d8 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u98d28c097a6ab2e269b7a939420104d8 .u98d28c097a6ab2e269b7a939420104d8-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u98d28c097a6ab2e269b7a939420104d8:after { content: ""; display: block; clear: both; } READ: Music Appreciation Unit review EssayIt is well known that this is a common process that everybody has experienced and can be very productive in the educational field trying to modify the way students learn. The ability to memorize is critical to the language acquisition process, since it would be impossible to acquire language without memory. According to Medina (2002) when various types of verbal information was presented simultaneously with music memorization was enhanced (Speller, 1983) which demonstrate that music has a great influence in the memorization process which turns out to be the key for acquire a second language. Is a simple equation music works on the memory and memory improves the outcomes for learning a second language. It is crucial to be aware that music knows no boundaries, is the universal language for people all over the world, so anybody at any place on earth can implement this strategy in order to improve the students outcomes in the second language learning just by driving your car with the radio on. Music helps people to build new scapulars and affirm the words that were already learnt. A significant point of music in second language acquisition is that those songs have a story behind that can make the learner understand language from the context point of view and not only by the repetitive process to learn. 3. Methodology Ethnographic research is the study of cultures through close observation, reading, and interpretation. Ethnographic researchers work in the field, in the culture which they are studying. The activities they conduct are also often called fieldwork. Ethnographic researchers learn how to recognize traits that make up a culture and owe to describe it to others. These are the main features that ethnographic research apply and the guidelines to develop this project specifically. This ethnographic research approach has a qualitative method which according to Guest, Name and Mitchell study (as cited Dentin and Lincoln, 2005) qualitative research is an activity that locates the observer in the world and consists of a set of interpretive, material practices that makes the world visible. It transforms the world into a series of representations that can include interviews, field notes, recordings and photographs. 1 Sample Sampling is the process of selecting a group of subjects for a study in such a way that the individuals represent the larger group from which they were selected. The sampling plan for this ethnographic research project is Simple Random Sampling because a sample selected this way, makes possible samples of the same size equally likely to be chosen. The sample chosen was 24 students from Fifth grade in Elementary School. There were 10 boys and 14 girls. The students belonged to San Pablo # 19 School which is located in San Rafael neighborhood, Acute. 3. Context Luis Carols Galvan Sacramento Institution is located in 26 street N # 0-63 San Rafael neighborhood in the city of Ccut, Norte De Suntanned. It is an official class entity, public nature mixed character, with levels of pre-school, primary and secondary basic. This grades are oriented in the three Journeys and the research paper will be conduct at San Pablo # 19 which is a headquarter. The institution is small and is located in a retired location. The classroom is medium sized. The d ©cord is colorful and amenable. The tables and chairs are in good condition. There are two boards and good lightning. There is a field of basketball outside and the restrooms are in good conditions as well. 3. 3 Data Collection In ethnographic research data is collected through observation, interviews and documents. In this particular case, non-participant observation has been selected to gather data. Observation provides the opportunity to document activities, behavior to respond to questions (Ellen T. 1996). 3. 4 Participants The population studied in this project is conformed by the students of Fifth Grade in San Pablo #19 school, the teacher and the teacher assistant.

Shakespeares presentation of Shylock in The Merchant of Venice Essay Example

Shakespeares presentation of Shylock in The Merchant of Venice Paper Shylock the infamous money-lender in William Shakespeares The Merchant of Venice, is a complex character and far more than a caricature of a Jewish villain. In Elizabethan times Jews were often discriminated against because of their faith and beliefs. It was accepted for Christians to discriminate against Jews. Anti Semitism was based on religious events. The medieval myth that Jews needed to kill young boys once a year to reinact the death of Christ and use the blood for the making of unleaven bread, had its roots from the biblical account of the massacre of the innocents, which King Herod carried out because he was terrified of being overthrown as the King of Judea by the infant Christ. Many however, also believed that if Jews converted to Christianity, all of their sins would be forgiven and they would be accepted into the arms of the Christian God. It was widely believed that Jews were responsible for the execution of Christ and so they were believed to be working with the devil. We will write a custom essay sample on Shakespeares presentation of Shylock in The Merchant of Venice specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Shakespeares presentation of Shylock in The Merchant of Venice specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Shakespeares presentation of Shylock in The Merchant of Venice specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Although Jews were not allowed to own property, they were often prosperous business and engaged in money-lending, which Elizabethan Christians were not allowed to do. All the prejudices that people had concerning Jews prompted them to become portrayed as evil villains of Elizabethan dramas. At the time The Merchant of Venice was written, the Jew had become the character that the Elizabethan audience loved to hate; so Shakespeare may have seen an opportunity to make money and included Shylock as the villainous Jew in his play. Another example of a Jew being used as a villain in an Elizabethan drama is, The Jew of Malta or The Famous Tragedy of the Rich Jew of Malta, written by Christopher Marlowe. In this play, Barabas carries out many immoral actions and is often unfavorably compared to other men of different faiths. Shylock is first recognised as a typical Jewish villain, when he reveals to the audience (out of earshot from Antonio and Bassanio) his ambition, If I can catch him once upon the hip, / I will feed fat the ancient grudge I bear him. Shylocks statement is sinister and twisted and gives the audience the feeling that all Shylock is out to do is to ruin Antonio. Shylock later discloses the reason why he wishes for Antonio to be caught in a weak spot is because he is a Christian and a threat to Shylocks business as Antonio loans money out to his friends without charging interest. This shows quite a negative attitude towards Antonio and Christians. The reference to an ancient grudge could also represent the treatment of Jews through the ages by Christians in general. Perhaps Shylock is taking out his anger on Antonio, to avenge the way he has been treated by Christians throughout his life. The fact that Antonio spat at Shylock would have given the concept of revenge a personal edge. Another point in the play where Shakespeare depicts Shylock as the typical Jewish rogue is when he reveals the bond, which Antonio must sign, to borrow three thousand ducats. Be nominated for an equal pound / Of your fair flesh, to be cut off and taken / In what part of your body pleaseth me. This creates a sense of hatred within the audience towards Shylock, as this is a despicable idea. This is also an action of a typical Jewish villain as Elizabethans believed that Jews were bloodthirsty from what they had read in the Bible. So, Shylocks desire to draw his victims blood is a stereotypical action of a Jewish villain by Elizabethan standards. Shylock is using Antonios need to borrow money as an opportunity for revenge to perhaps feed fat the ancient grudge he has for him. Most characters who comment on Shylock in the play only present him as a villain and see him as nothing else. When Jessica speaks of Shylock, her father, she doesnt mention anything about loving him but she says she is ashamed of him, To be ashamed to be my fathers child! To be ashamed of your own parents is an unfortunate position to be in. This shows how detestable Shylock is as he is despised by his own daughter. The reason for Jessica to be ashamed of her father maybe the fact that she dislikes the way he conducts business. I am not his manners. This suggests that Jessica may know about the bond Shylock has made with Antonio and feels disgusted at her fathers behavior. This is probably the last straw for Jessica and this may be why she decides to leave home and start a new life with a Christian, perhaps to fit in with society. At this point the audience would empathise with Jessica as no one would want to hear that their father conducts his business in a particularly threatenin g and vengeful manner. It is obvious that father and daughter are not emotionally close as he is more worried about the money and jewels that Jessica took with her than about her well being. When Tubal returns with the news that he has not found where she is the first thing that Shylock says, A diamond gone cost me two thousand ducats in Frankfurt! This remark shows clearly that Shylocks mind appears to focus exclusively on mercenary matters. He is not concerned about his daughters welfare but is very concerned about his missing money. At this point the audience probably realise that Jessica has made a lucky escape from her selfish and unloving father. Shylock receives more hatred from the audience and they probably see him to deserve to lose everything at the end as he really is a cold man and all he cares for is his fortune. Shylock is such a bitter man that he wishes Jessica was dead, I would my daughter dead at my foot, and the jewels in her ear: would and the ducats in her coffin. The wish of his daughters death emphasises just how bitter and twisted Shylock actually is. The ducats in her coffin. This shows that Shylock doesnt really care for anything or anyone else in his life apart from himself, his money and getting revenge on Antonio. Lancelot Gobbo, Shylocks servant, dislikes Shylock for the reason that he is not paid fairly and he also believes that he would become a Jew if he served Shylock any further. Lancelot says to Bassanio about Shylock, you have the grace of God, sir, and he hath / enough. This shows that Lancelot also believes that only Christians have the ability to have the blessing of God and perhaps that Jews will go hell because they are sinning by being Jewish and not Christian. Salarino and Solanio, Christian friends of Antonio, dont think very highly of Shylock as Solanio says, Let me say amen betimes, lest the devil cross my prayer, for here he comes in the likeness of a Jew. Here Shakespeare causes the audience to think about how much hatred someone must have for another in order to call them the devil. This is a horrible insult as it implies Shylock is an evil person and makes the audience feel more loathing towards him. They would agree with Solanio that only someone wicked could think of such a despicable thing as the bond Shylock has made with Antonio. The reference to the devil would have been even more of an insult in Elizabethan times as hell and the devil were taken literally in those days. They believed that the devil was an active evil which was out to corrupt honest people. So for people to think of Shylock as the devil is a massive insult. Not only is Solanio insulting Shylock but he is also insulting the whole Jewish community, here he comes in the likeness of a Jew. This could be interpreted in the way that Solanio may be saying that all Jews are in the image of the devil this could be very insulting to the Jewish community as in those day the term the devil was taken in a very literal way. There are three points in the play however, where Shakespeare attempts to extract as much sympathy as possible for Shylock, from the audience. The first point in the play the audience may start to feel sympathy for Shylock is in his Hath a dog money? speech in Act one Scene three. In this speech, Shakespeare depicts Shylock as the victim of Antonios vicious hatred towards him. The repetition of dog throughout the speech shows the harshness of Antonios treatment of Shylock; And foot me as you spurn a stranger cur At this point the audience might feel a great sympathy for Shylock as no one can imagine how it must feel to be treated as a stray dog. Shakespeare shows how much Shylock loathes this treatment as he carries on repeating the term dog throughout the famous speech. This would encourage the audience to understand Shylocks feelings and try to see the situation from his point of view. Antonio humiliates Shylock in public, In the Rialto you have rated me / About my monies and my usances. Antonio curses Shylock in the street just because he earns a living by charging interest on money he loans out. This again shows that Shylock has been victimised for something we would consider minor and way in which he earns money. From an audiences perspective in Elizabethan times this would probably be accepted as it was against a Christians morals to be involved in this kind of business. Today, however, the behavior which Antonio has displayed would be highly unacceptable as the way in which someone earns money has nothing to do with anyone else. The audience would be led to sympathise further with Shylock when he reveals the awful things that Antonio said to him the past, You call me misbeliever, cut-throat dog, and spit upon my Jewish gabardine. The language that Antonio is claimed to have used is vindictive and bitter; it is also extremely cutting. This creates a sense of awkwardness within the audience hearing about Antonios racist language. The term cut-throat dog shows just how merciless and unscrupulous Shylock is; it also suggests someone who is at their lowest ebb. It can also be seen as an extremely vicious dog that cuts people throat it almost resembles a wolf. Shakespeare may have intended to show Shylock as the victim of harsh racial abuse. Antonio treats Shylock with absolute disdain as Shylock keeps repeating cur, so this shows that Antonio actually hates Shylock. A further point in the play where the audience is made to feel sympathy for Shylock is in his Hath not Jew? speech in Act three Scene one. It is debatable as to whether Shakespeare is trying to poke fun at Shylock in this speech. However, I believe Shakespeare is genuinely trying to create a feeling of compassion towards Shylock. For an Elizabethan audience, the speech would cause them to contemplate how they treat Jews when Shylock explains that they are basically the same as everyone else, I am a Jew. Hath not a Jew eyes? Shylock is desperately trying to seek acceptance from the people around him. This would create a great sense of sadness for Shylock as he is only trying to live his life just like everyone else. Shakespeare writes Shylocks speech as if he is pleading with Salarino to stop treating him as if he is something other than a human being. Perhaps Shakespeare is using Shylock as the voice of the Jewish community talking to the Christian community. This makes the audience sympathise with Shylock and see that it is wrong for someone to have to plead with others to recognise their humanity. Shylock is putting the point across that he is only behaving in the way that he has been treated. This speech produces the maximum amount of sympathy from the audience as Shylock says all this to Solanio and Salarino after he has heard that his daughter, Jessica has runaway. The audience would probably feel disgust for Salarino and Solanio as they taunt Shylock when he is at his lowest. The last point when the audience may feel that Shylock is a victim is near the end of the play when he leaves court a broken man after losing his money and his faith. Antonio insists, He presently become a Christian. Shylock no longer has anything to live for he has lost his family, his wealth and now his faith. The audience can only imagine how it feels to have your beliefs forced upon you. The final feeling the audience would have of Shylock is sympathy as he promptly leaves the play never to be heard of again by the audience. This links in to an earlier point which I made, that in Elizabethan times where Christians actually believed that if you were anything other than a Christian you would go to hell. So perhaps Antonio was actually trying to save Shylock from hell. Shakespeare does present Jews in a sympathetic light and proves he is not being simply racist by the two most well known speeches in the play. I think Shakespeare uses Shylock as a Jewish villain as it was a great seller in that period of time to have a Jewish character which the Elizabethan audience loved to hate. However, Shakespeare does attempt to challenge the stereotype throughout the play as he uses Shylocks Hath a Jew? speech as a challenge to the treatment of Jews. Mostly I think Shakespeare was more interested in earning money than being racist and anti-Semitic towards Jews. Overall, I think that Shakespeare intends to present Shylock as a villain but he also shows his human side which perhaps explains why Shylock acts the way he does. I believe that Shylock received his just desserts at the end of the play as he was prepared to kill a man just for revenge. Although Shylock was driven to this by abuse, he could have shown his human side and acted as the better man. The fact that Shylock even thought of such a bond proves he is a villain through and through. Reference http://en.wikipedia.org/wiki/Herod_the_Great#Herod_in_the_New_Testament

Globalization Human Resource Management in Middle East essays

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Reaction Paper Essay Example | Topics and Well Written Essays - 1000 words - 7

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The Collectivisms Versus Individualism Appeals Cultural Studies Essay

The Collectivisms Versus Individualism Appeals Cultural Studies Essay Love the Internet, love being free-spirited, love getting up late, love the late night food stands, love car-racing and T-shirts for 29RMB as well. I am not a standard-bearer, nor am I someones spokesman, I am HanHan, I just represent myself. When you read this script, do you think that it is an advert launched in the western markets? Actually, it is an advert campaign of a fashion apparel B2C company in China. It is quite interesting to launch an ad which claims I-conscious in a highly collectivistic country. In this essay, the writer will mainly analyze the cultural values behind the ad and discuss how this ad is trying to change the attitudes of the Chinese from group-oriented to self-oriented by using consumer behavior frameworks, such as Maslows hierarchy of needs, Fishbeins behavioral intention model and advertising engagement modes. Background Vancl is a B2C company who sells quality fashion clothing and accessories on-line in China (Appendix 1). It was founded in 2007, and now it has become the NO.1 Chinese fashion apparel B2C enterprise who is occupying 28.4% market share, according to the Report of e-business on fashion apparel industry in China 2009-2010 (http://en.vancl.com). As the concept of the company is to provide quality and stylish apparel at a reasonable price, it considers urban young adults from 18 to 28 years old as its target audiences (http://en.vancl.com). In order to target more consumers and enhance the influence of the brand, Vancl launched an advertising campaign (Appendix 2) in 2010, which achieved a huge success in China. This study is aim to analyze the culture behind the ad campaign based on consumer behavior area. Literature Review Collectivism versus Individualism Appeals in Chinese Adverts Hofstede (1980) developed an individualism-collectivism dimension to differentiate culture. This concept was concluded by Oyserman et al. (2002) that collectivism could be considered as the opposite of individualism, which was usually reflected in the East Asian culture. In thecollectivistic culture, concept of self is relevant to others and the society as a whole (Mooij 2004), which cannot be separated from their social context (Phillips 1976; Shweder 1984). Thus, Families, work groups, social roles, positions, or relationships should be offered as the top priority in an individuals behavior (Mooij 2004, p.96). In the communication level, Individualism-collectivism dimension divides the self-concept into independent self and interdependent self appealed by low-context and high-context communication, affecting in the communication behavior (Mooij 2004). In general, high-context communication occurs more prevalent in collectivistic culture while low-context communication reflects a communication style in individualistic culture (Hall and Hall 1987, Zandpour et al. 1992, Mooij 2004). Therefore, more copy is used in adverts developed in the individualistic countries. By contrast, collectivistic countries use more visual elements in their ads (Mooij 2004). According to Hofstedes (2001) framework of culture dimensions, China is a highly collectivistic country. Collectivism concept congests in the daily life of Chinese. For instance, people are more likely to say, I often watch basketball games with my family and friends. instead of I am a sports fan.' (Liang and Joseph 2010, p.189). Consequently, the level of collectivism may have an impact on the design of local advertising. A host of researchers (for example: Dana et al.1993; Han and Shavitt 1994) have found that collectivistic ideas appear in adverts are more prevalent in the higher collectivism countries, such as China, Japan and South Korea, etc. Similarly, Carolyn (2001) pointed out that group consensus appeals more in Chinese adverts than in American ads. And unlike the commercials in U.S., Chinese were generally we-conscious instead of I-conscious. A research, conducted by Cheng and Schweitzer (1996), identified three main cultural values, in terms of modernity, youth and family dominated in Chinese advertisements, which were much different from the results in the United States (enjoyment, modernity and individualism). Besides, the study also found that comparing with the idea of individualism and manipulation over nature, harmony of social status and oneness with nature were much more frequently discovered in the Chinese advertising (ibid.). Some researches (for example: Belk et al. 1985; Belk and Pollay 1985; Belk and Bryce 1986; Mueller 1987; Paek et al. 2004), however, revealed that the style of the advertisements in some eastern countries was tending to be Americanized and becoming more individualistic orientations. Zhang and Shavitt (2003), for instance, analyzed 463 Chinese advertisements and found that both modernity/individualism values and tradition/collectivism values existed or dominated in Chinese Ads. The former values were more prevalent in personal use products ads, while the latter were more common in the ads promoting shared products. Difference in Appearance and Fashion Advertising Appeals across Culture Mooij (2004) used three culture dimensions, in terms of uncertain avoidance, power distance, and individualism-collectivism, to explain the different needs of appearance in different countries. A map (Appendix 3) was designed to illustrate the importance of appearance in the different cultural valued countries by using individualism-collectivism and uncertain avoidance dimensions, according to the country scores calculated by Hofstede (2001). Mooij (2004) claimed that the degrees of uncertain avoidance determined the proportion of consumption spending of individuals, while the dimension of individualism-collectivism differentiated the purpose of well-dressing between suitability of occasion and earning face. Besides, the higher power distance of culture was, the more degrees people would depend on others. Moreover, Mooij (ibid.) mentioned that self-consciousness was another factor to identify the differences in appearance. Similarly, Phillips and McQuarrie (2010) reviewed numerous of researches (for example: Green and Brock 2000; Holbrook and Hirschman 1982; Petty and Cacioppo 1981) and concluded five modes of fashion advertising engagement (Appendix 4) to illustrate the current situation of fashion ads worldwide. Among these five modes, many scholars (e.g., Murray 2002; Bannister and Hogg 2004; Thompson and Haytko 1997; Richins 1991) found that the engage for identity mode was the most common and traditional model appealed in the fashion adverts, which exactly coincided with Evans (1989) conclusion of three trends in fashion industry: (1) Peoples use of fashion reflects a desire to manifest the self; (2) the desire for self-expression is growing; and (3) there is a continuing need to match female (still the main buyers of clothing and cosmetics) self-images and brand images in more congruent ways (p. 10-11). Evan (ibid.) also suggested that self-expression and branding image were more important than fashion and styling newness when promoting a fashion brand. In General, the advertising appeals in collectivistic counties were more group-identity, while self-identity adverts worked more efficiently in individualistic countries (Cheng and Schweitzer 1996). However, Vancl uses a contrary ad appeals to promote the brand. In the next part, a detailed semiotic analysis will be conducted to explore the different appeals in this advert. Semiotic Analysis According to Solomon (2008 p.103), semiotics is a study of the correspondence between signs and symbols and their roles in how we assign meanings ¼Ã…’which can be interpreted into different information based on the knowledge, culture values, personality and skills of different interpreter. Therefore, analysis of semiotic elements containing in the advert, can help the researcher understand detailed information the advert wants to deliver. There are three components in every marketing message, which should be combined when analyzing an advert, namely an object (product), a sign (symbol), and an interpretant/meaning (Schiffman and Kanuk, 2004). Vancls advertising campaign is developed to two versions divided by gender. Each version includes large amount of signs and symbols which ccn be interpreted. For example, the price of the clothing marked in the advertisement gives a rough idea of the target audiences. Then the audiences analyze this information using their knowledge, persona lity and skills based on the different culture, such as considering the average price of this kind of clothing in the market, and calculate that the price is affordable and reasonable. Another interpretation of price can be considered as high uncertain avoidance. More specifically, if consumers have known the price before they purchase, they can avoid the risk of buying inappropriate products. Thus, in this ad, marked price can be interpreted into both price-friendly and avoidance of risk (Figure 1). Adapted from Solomon, 2008. A Semiotic Relationship. Object Vancl clothing Sign Marked price Interpretant Price-friendly Risk avoidance Personality Skills Knowledge Culture Figure 1: An Example of a Semiotic Relationship in Vancl Advertising In order to understand the messages interpreted in this advertising campaign by different targets, the writer interviewed five people who spoke Mandarin by asking them to use three words to describe the personality containing in this ad. The top three personalities referred most frequently were self-conscious, lively and enjoyment in life. Here, self-conscious means that the ad is I-conscious oriented, expresses a sense of confidence, self-respect and self-fulfillment. Lively can be explained that the ad appeals are more related to daily life and realistic, while enjoyment in life means that a sense of fun, enjoyment and happiness towards life. Based on this interview result, a detailed semiotic analysis is conducted and summarized (Appendix 5). According to Maslows hierarchy of needs theory (1987), clothing can be categorized to the physiological needs, which is the most basic need of humans. However, from the results of semiotics interpretation, the writer found that Vancl focused on targeting the audiences to the forth level needs self-esteem needs (Appendix 6). As it is shown from the survey, Vancl encourages people to be confident and self-respect, clothing is no matter the basic needs of human beings. Wearing Vancl apparel can help the consumers achieve to self-esteem level. Moreover, another finding is discovered. The three personalities concluded by the respondents are much similar to the elements (excitement, fun and enjoyment in life, self-fulfillment, self-respect, etc.) of the List of Value (LOV), a value approach developed by Kahle and Timmer (1983). Surprisingly, these three personalities, which generally occur in the most western counties, are opposite to the culture value in China concluded by Hofstede (2001, Figure 2). As it is shown by the individualism index, the score (20) is lower than the average of other Asian countries (24), which means that China owns a highly collectivistic culture. Chinese consider group as their priority, focus more on their families, friends and society as a whole, than themselves (Mooij, 2004). The writer analyzes the ads in depth on the basis of the Hofstedes culture values (Appendix 7) and finds that, although collectivism deeply influences on the development of Chinese advertisements, Vancls ad campaign, howeve r, pays a lot attention to self concept. Take the script as an example. The copy of two versions keeps the format of Love à ¢Ã¢â€š ¬Ã‚ ¦, I am not à ¢Ã¢â€š ¬Ã‚ ¦, I am à ¢Ã¢â€š ¬Ã‚ ¦, which is much different from the we-conscious adverts in collectivistic countries. It emphasizes self, and gives the opinions of the individuals instead of groups, which reflects an individualistic cultural value. Individualism Masculinity Power Distance Uncertainty Avoidance Time Orientation China Low Individualism (20) Masculine (66) High (80) Low (30) Long (118) Figure 2: Hofstedes Framework for Assessing Culture China Furthermore, this campaign seems to reform the advertising layout from a traditional way to a new style. As it is shown, there are two versions exclusively designed by gender. The layout of these two versions is similar: there is an image of the spokesman in the left of the picture, while a script containing large information in the right. This is also an uncommon way of the traditional Chinese advertisements. Lastly, according to Fishbein and Ajzen (1980), brand attitude and subject norm are two components which influence the intention and finally determine the purchasing behavior. In highly collectivistic countries, subjective norm stands for an important position in this evaluation process (Lee, 1991). In this case, however, Vancl shifts consumers focuses from subjective norm to brand attitude (Figure 3). Therefore, it can be considered that Vancls ad is trying to change Chineses attitudes from collectivism to individualism. Adapted from Fishbein and Ajzen, 1980. Fishbeins Extended Model of Behavioral Intention. + + Behavioral Intention Vancl Normative Beliefs Friends recommend the brand to me, it seems suit me. Norm Evaluations When wearing Vancl, I am more acceptable among friends and feel that I am one in the group. Collectivism Subjective Norm + Brand Beliefs Just be yourself Belief Evaluations When wearing Vancl, I seem to achieve a unique and self-esteemed life like the celebrities own. Self conscious Brand Attitude Figure 3: Model of Behavioral Intention of Vancl How to Change Attitudes Undoubtedly, it is not facile for a brand to change the attitudes of consumers, especially changing an ingrained notion which has rooted for thousands of years. Harmony is a central concept of Confucian, which results in the group-oriented behaviors in Chinese. According to the appearance map (Mooij, 2004), China is categorized in the left-bottom quadrant, represents a culture of low uncertain avoidance and highly collectivistic. People in this kind of culture pay a lot attention on face, context, low-structured and conformity, who generally buy clothing based on others opinions. What is Vancl doing is to shift the appearance concept of Chinese from the left-bottom quadrant to the right-bottom quadrant, where UK and U.S. are, representing an individualistic culture. Consequently, Vancl engages the ad with self-identity concept. During this attitude changing process, the ad focuses on the elements of celebrities and scripts to evoke the ideal self of the consumers (Figure 4). Adapted from Phillps and McQuarrie, 2010. Modes of Advertising Engagement in Womens Fashion. Mode of Engagement Ad Element Focus Processing Style Conceptual Metaphor Engage to Self-identity Celebrities Scripts Attitude Changing Process Ideal Status Figure 4: Mode of Advertising Engagement of Vancl From analyzing the ad, some clues of the reason why Vancl successfully changes the attitudes of its consumers can be discovered. Firstly, the boom of Chinese economy contributes to the process of culture exchange. An Increasing number of foreign enterprises develop their business in China and bring their culture. Besides, the development of technology helps Chinese access to the culture from different countries via TV, Internet, etc. All these are unconsciously influencing the cultural values of Chinese, which provides a prerequisite for Vancl to implement this advertising campaign. Moreover, the effect of celebrity plays an important role in the attitudes changing process. As what suggested by Malhotra (1988), using a spokesperson was an essential marketing strategy to help to match the brand image with consumers self-concept. HanHan and WangLuoDan, the two spokesmen Vancl selected, own high preferences among Chinese youth, and their characters meet the image of Vancl as well. As celebrities represent a sense of credit, attractiveness and power (Kelman, 1961), consumers can be easily influenced. Especially in the collectivistic countries, consumers are eager for the acceptance from peers and society, following celebrities is a clever way to make them acceptable. Finally, the execution of the ad assists in achieving the purpose of attitude changing. The different version by gender designed on the basis of different cultural value of males and females, targets to audiences widely and accurately. The scripts express the opinions of a unique attitude towards life from the celebrities, which influence consumers powerfully. Since China ranks high score in collectivism, the scripts are designed on this special situation: claim to be I-conscious; meanwhile, meet the traditional cultural values of Chinese. More specifically, although most of the scripts advocate self-identity, at the end of the scripts, Vancl utilizes the collectivistic culture to call for in-group and offers a sense of involvement. The last sentence, I am like you; I am Vancl (common people), gives the consumers a hint that it is not difficult to achieve such life as the two celebrities own, wearing Vancl helps to be this ideal self both in the private context and social context. Thus, it can be concluded that three factors contribute to help Vancl change the attitude of Chinese consumers, namely impact of other culture, influence of celebrities, and elaborate ad execution (such as scripts and visual design, etc.). These three factors combined as the persuasion stimuli, affect on the attitude changing process from collectivism and group-oriented to individualism and self-conscious. This impact is not only influence the target audience, but also powerful to publics. Consequently, wearing Vancl is a personal choice, which helps consumers achieve their ideal self. As the attitudes of publics are changed as well, it unifies the opinion of what others think of you and what you really want to be (Figure 5). Actual Self Collectivism Group-identity Impact of other culture Elaborate execution of ad Influence of celebrities Attitude Changing Focus on self Just be yourself Self-oriented Idea Self Self-esteemed Confident Enjoyment of life Social Self Unique Confident Enjoyment of life VANCL Appeal to Individualism oriented Involvement In group Figure 5: Framework of Attitude Changing Process of Vancl Advert In conclusion, self-concept plays an important role in Vancl advert campaign. The ad delivers the message that Vancl represents who you are and what you are not' (Rune and Rosemary 2006, p.868). Thus, wearing Vancl can promote self-concept of consumers, and correspondingly bolster up their actual or ideal view of themselves (Fournier 1998). Based on this purpose, Vancl uses two spokespersons, who own high reputation among Chinese youth and also have a unique lifestyle, to help the brand promote self-concept. As Carroll (2009) referred, this is an efficient way for a brand to shift the culture from that brand to consumer. Moreover, using celebrities also helps Vancl persuade or change the attitudes towards their consumers (Kardes et al. 2010) from group-oriented to self-conscious. Just like Kelman (1961) claimed, attitudes could be changed through three processes: internalization, identification and compliance. For consumers, HanHan and WangLuoDan represent a credible, attractive and powerful image. Thus, their persuasion could help the brand reform a new attitude or behavior to attract the consumers to imitate through the referred three processes (ibid.), and finally achieve the purpose of changing the attitudes of their consumers. Limitations Admittedly, the article may not have analyzed the advert roundly, and still have some limitations as well. Firstly, as it is an ad in China, the translation of the copy may not very accurately due to different language expression, which may cause some different interpretations of signs or symbols and correspondingly influence the different understanding of this advert. Moreover, the frameworks developed in this study are exclusively suitable for Vancl. Although celebrity endorsement has become increasingly popular since 1970s (Tom et al., 1992; Agrawal Kamakura, 1995), there are not enough studies to prove that it works on most of adverts which try to change the attitudes of their consumers. Thus, Further quantitative and qualitative researches are required for determine whether the model of this study also suit for other brands or industries in China. Finally, consumer behavior across is a deep and wide topic, which can be reflect to other subjects, such as psychology, sociology and history, etc. Therefore, there may be still some factors across other subjects influencing the attitude changing process of Vancl advert. Conclusion This article begins with a rough introduction and background of the Vancl advert campaign in China. The literature review part focuses on collectivism-individualism culture dimension and cultural appeals in Chinese adverts, difference in appearance and fashion advert appeals between different cultural values. Moreover, self-concept and celebrity endorsement are also included. Semiotic analysis gives an outline of the advert and helps to understand the advert thoroughly. In order to acquire more accurate message and cultural values containing in the ad, a survey is conducted among five Chinese speakers. Consequently, three main advert personalities are determined, namely self-conscious, lively and enjoyment in life, which could be explained to the self-esteem needs by Maslows hierarchy of needs. Then Fishbeins extended model of behavioral intention help to define the influence of the Vancl ad on the purchasing behavioral intention. The next part explains the methods Vancl used in the ad to change the attitudes of consumers from group-conscious to self-conscious by using an adapted advertising engagement model. And then a framework of attitude changing process of Vancl advert is finally developed. Recommendations Based on the limitations and conclusion parts, the writer summarizes some recommendations both for further research and brand managers. For further research, more quantitative and qualitative researches should be conducted to create a model, which suits for different brands in other categories who want to develop a self-identity advert campaign in a highly collectivistic country. Besides, more subjects, such as psychology, sociology, history, economics, etc., should be related to determine other factors which affect the attitude changing process, so that the model can be modified. For managers, the collectivism level of different products is different. Thus, claiming self-identity in the ad is another way when promoting a less collectivistic product in a highly collectivistic country, such as clothing and cosmetics. In the collectivistic countries, it seems to be a unique way to promote a brand and help the advert outstanding among other ads, however, it is not omnipotent. What should managers do, is to analyze the market accurately and frame an advert campaign which precisely suit the brand.

Frankenstein Essay -- English Literature Essays

Frankenstein Frankenstein is a novel that was written by Mary Shelley. It was first published in 1818.The story was about a man named Victor Frankenstein who created a monster thatcommitted a series of murders when he was rejected by society. Mary Shelley was the author of the novel Frankenstein. She was born in August of 1797and died in February of 1857, at the age of fifty-four. In the summer of 1816, Mary stayedwith a poet named Byron. Also staying with Byron was his physician Polidori and JaneClarmont, a short story writer. Byron suggested they should all write a horror story. This iswhen the story of Victor Frankenstein occurred to Mary. She said the story was born rightout of a nightmare. At first, it was only meant to be a short story, but at the urging of herhusband, she increased the story to its present length. The novel took place in Geneva, Switzerland in the 1700s. Victor Frankenstein lived in ahouse near Lake Gevena: We possessed a house in Geneva, and a campagne on Belrive, the eas tern shore of the lake, at the distance of rather more than a league from the city. The house was near the Jura mountain range. Victor climbed the mountain when he soughtsolitude and consolation. The house itself was big and had an upstairs and downstairs. Muchof the story unfolded in this house. However, Victor Frankenstein had previously attended theUniversity of Ingolstadt for three years and this was where the monster was created. As the plot begins an Arctic explorer named...