Essay on Control in Song of Solomon - 1028 Words

Fight for Control in Song of Solomon The idea of complete independence and indifference to the surrounding world, symbolized by flying, stands as a prominent concept throughout Toni Morrisons novel Song of Solomon. However, the main character Milkman feels that this freedom lies beyond his reach; he cannot escape the demands of his family and feel fulfilled at the same time. As Milkmans best friend Guitar says through the novel, Everybody wants a black mans life, a statement Milkman easily relates to while seeking escape from his sheltered life at home. Although none of the characters in the story successfully take control of Milkmans life and future, many make aggressive attempts to do so including his best friend Guitar†¦show more content†¦Even though the reader does not learn whether anyone ever does get Milkmans life, rest assured that despite her efforts, Hagar did not. At the beginning of the novel Milkman visits Pilates household on a regular basis. Seeing it a refuge from his exceedingly dull life, he involves himself in the lives of his relatives; especially in that of Hagar. Throughout his adolescence, Hagar brushes off Milkmans lascivious glances and displays of affection; however, as he matures, Hagar takes interest in Milkman and falls in love with him as she fulfills his sexual desires. Once Milkmans lust for Hagar abates, he chooses to unceremoniously dump her and seek others within his own social group to fill the void (or rather, for him to fill her void). Hagar, abashed, searches for Milkmans reasons for the sudden, unexpected change, but when she sees him with another woman her fury unleashes and initiates a colossal cascade of emotion that results in Hagars monthly attempts to kill Milkman. Feeling that she deserves Milkmans love and attention more so than other women, Hagar rationalizes her actions with a very simple attitude: Milkma n will either love me and include me in his life, or have no one at all. Hagars need for Milkmans death soon vanishes, she cannot bring herself to murder the one she loves; however, this does not impede her from seeking other paths to Milkmans heart. Although Hagars raging emotions result inShow MoreRelated The African-American Nightmare Exposed in Black Literature Essay2231 Words   |  9 PagesAfrican-American Nightmare Exposed in Olaudah Equiano, Narrative of Frederick Douglass, Song of Solomon, and Push    The American Dream was founded on the concept that all men are created equal(Jefferson 729) and that everyone has the capability and resources to pull themselves up by their bootstraps. The Declaration of Independence was written so Americans could achieve this dream, but was not written with the African slave in mind. The African slave was never intended to be a part of thisRead MoreReinforcement Role in Operant and Classical Conditioning2078 Words   |  9 Pagesclassical and operant conditioning Page 9 – conclusion What will be discussed in this study is how important reinforcement is on the process of consumers’ learning and preferences. The essay opens with a definition of learning and it is explained how consumers learn behaviours either passive ( low involvement) because of associations, nor because are motivated (high involvement) which lead to a certain behaviours. SubsequentlyRead MoreReinforcement Role in Operant and Classical Conditioning2066 Words   |  9 Pagesconditioning Page 9 – conclusion What will be discussed in this study is how important reinforcement is on the process of consumers’ learning and preferences. The essay opens with a definition of learning and it is explained how consumers learn behaviours either passive ( low involvement) because of associations, nor because are motivated (high involvement) which lead to a certain behaviours. SubsequentlyRead More Seasons-Spring and Winter in Whistling of Birds by D. H. Lawrence1768 Words   |  8 Pagesthought. In this essay he has elucidated the change of seasons- change from winter to spring- in an impressive way by the use of images, similes and metaphors.. Winter, as he narrates, brings woe and causes wreck. The intense frost that sustained for several weeks caused the death of birds. The remnants of the beautiful bevy of birds – lapwings, starlets, thrushes, lied scattered in the fields. The â€Å"invisible beasts of prey† had wolfed the birds. The winter had massacred the song birds and theirRead MorePre –1914 Poetry Comparison on Love Essay1409 Words   |  6 PagesIn this compare and contrast essay I will compare four poems in detail and mention two in the passing to find similarities and differences. The poems and sonnets I have chosen to compare are ‘Porphyria’s Lover’ and ‘My Last Duchess’ by Robert Browning and Sonnet 18 and Sonnet 130 by William Shakespeare The two Robert Browning poems, ‘Porphyria’s Lover’ and ‘My Last Duchess’ were written in the infamous Victorian Era whereas the two Shakespearean Sonnets were written in the Elizabethan Era. TheRead MoreToni Morrison And Virginia Woolfs The Bluest Eye1629 Words   |  7 Pagessentence structure. She had never taken the easy way out of the matters she writes about, as she prefers to use unique, yet effective comparisons in her writing. Morrison prefers to give deep descriptions of what she wants to present, such as in the Song of Solomon when she describes the atmosphere of the church. Toni Morrison wrote about the difficult issue of racism and how it affects Africans negatively in American culture. A novel based in the 20th century era, The Bluest Eye tells a story about howRead More Rastafarian Symbolism In The Visual Arts Essay5414 Words   |  22 PagesRastafarian Symbolism In The Visual Arts Works Cited Missing [NOTE: BECAUSE OF CONCERN ABOUT RIGHTS, WE HAVE NOT BEEN ABLE TO POST THE IMAGES THIS ESSAY REFERS TO] Art has the power of liberating man from certain drudgeries and their way of life. A man who was born in the ghetto cant afford to be a Sunday painter, his whole life is involved in getting across his ideas; Rastafarianism, politics, Black culture and all that. Even our meeting here now is an artistic involvement. Some peopleRead MoreAnalysis on Fate of a Cockroach3961 Words   |  16 PagesSulayman el-Hakim (Solomon the Wise, 1943), and El-Malik Udib (King Oedipus, 1949). Some of el-Hakims frustrations with the performance aspect were diverted by an invitation in 1945 to write a series of short plays for publication in newspaper article form. These works were gathered together into two collections, Masrah el-Mugtama (Theatre of Society, 1950) and el-Masrah el-Munawwa (Theatre Miscellany, 1956). The most memorable of these plays is Ughneyyet el-Mawt (Death Song), a one-act play thatRead MoreThe Film V For Vendetta And The Song Get Up Stand Up By Bob Marley3978 Words   |  16 Pages SAE Institute Oxford SAE 502: Critical Analysis Essay The Comparative analyses of the film V for Vendetta and the song Get Up Stand Up by Bob Marley and how they relate to the social context of Marxism. James Cunningham 17658 ADHE0514 Assignment Code Word Count: Module Leader/Lecturer: Ben Hall Table of Contents Title Page Abstract Table of Contents Introduction (word count) Main Body (word Count) Conclusion (word Count) Appendices Reference List IntroductionRead MoreExploring Sarah s Psychological Health Need3138 Words   |  13 Pages This part of the essay will explore Sarah’s psychological health need. The identified health need is anxiety. It will also explore the some literatures on anxiety and causes of anxiety. It will explore the planning and assessment of her health needs and finally proposed some interventions and evaluation the intervention. Medical History and Identified health needs. Sarah has a moderate learning disability and Sarah was diagnosis has having general anxiety disorder. Sarah has been known to have

Irony in Pride and Prejudice - 995 Words

Irony in Pride and Prejudice Irony forms the alma mater of Jane Austen’s novels. Likewise, â€Å"Pride and Prejudice† is steeped in irony of theme, situation, character, and narration. Austen uses it to establish the contrast between appearance and reality. As one examines â€Å"Pride and Prejudice†, one discovers the ironic significance of how pride leads to prejudice and prejudice invites pride. Importantly, the novel elucidates how both â€Å"Pride† and â€Å"Prejudice† have their corresponding virtues bound up within them: an intricate relationship that is at once contradictory yet deep. This goes in parlance with the critics of Austen who hold that she used irony as a shield to express her radical ideas. It enables her to expose the ills behind†¦show more content†¦Mr. Darcy remarks about Elizabeth that: â€Å"tolerable but not handsome enough to tempt me†¦Ã¢â‚¬  We relish the ironical flavour of this statement much later when we reflect that the woman who was not handsome enough to dance with was really good enough for him tomarry. He removes Bingley from Netherfield because he considers it imprudent to forge a marriage alliance with the Bennet Family, but himself ends up marrying the second Bennet sister. Collins proposes to Elizabeth when her heart is full of Wickham and Darcy proposes to her exactly at the moment when she hates him most. Elizabeth tells Mr. Collins that she is not the type to reject the first proposal and accept the second but does exactly this when Darcy proposes a second time. The departure of the militia from Meryton was expected to put an end to Lydias flirtations. Ironically, it brings about her elopement. The Lydia-Wickham episode may seem like an insurmountable barrier between Elizabeth and Darcy, but is actually instrumental in bringing them together. Lady Catherine, attempting to prevent their marriage only succe eds in hastening it. Irony in character is even more prominent than irony of situation. It is ironical that Elizabeth who prides herself on her perception is quite blinded by her own prejudices and she errs in judging intricate characters. Wickham appears suave and charming but isShow MoreRelated Essay on the Irony of Pride in Pride and Prejudice1262 Words   |  6 PagesThe Irony of Pride in Pride and Prejudice      Ã‚  Ã‚   Jane Austen uses the elements of both pride and prejudice to develop the satire in her novel. Austen presents pride as both a vice and a virtue. Austen first introduces pride as a vice of arrogance and prejudice, but as the characters in the novel develop so does the concept of pride. Towards the end of the novel pride becomes the vehicle for many of the noble actions taken by the main characters. Austen skillfully interweaves the two parts ofRead More Irony in Pride and Prejudice Essay2389 Words   |  10 PagesPride and Prejudice is one of the most popular novels written by Jane Austen. This romantic novel, the story of which revolves around relationships and the difficulties of being in love, was not much of a success in Austens own time. However, it has grown in its importance to literary critics and readerships over the last hundred years. There are many facets to the story that make reading it not only amusing but also highly interesting. The reader can learn much about the upper-class society ofRead More Characterization and Irony in Pride and Prejudice Essay2991 Words   |  12 PagesCharacterization and Irony in Pride and Prejudice      Ã‚  Ã‚   Like all true literary classics, Pride and Prejudice by Jane Austen is still capable of engaging us, both emotionally and intellectually (Twayne back flap) through its characters and themes. This essay illustrates how Jane Austen uses the characterization of the major characters and irony to portray the theme of societal frailties and vices because of a flawed humanity. Austen writes about the appearance vs. the reality of the charactersRead MoreEssay on Irony Used in Austens Pride and Prejudice1168 Words   |  5 PagesJane Austen combines the theme of irony with satire and drama in Pride and Prejudice to emphasize the overall basic plot of the story. Essentially, the positions and stances the characters hold on the issues on family, marriage, and love, change throughout the book, differing from the previous expectations seen at the beginning of the novel for each individual character. A great example of this is the position that Mr. Bennet holds on the idea of a happy marriage at the beginning of the novel, andRead More Essay on Irony, Values and Realism in Pride and Prejudice1152 Words   |  5 PagesIrony, Values and Realism in Pride and Prejudice The focus of Jane Austens Pride and Prejudice is the prejudice of Elizabeth Bennet against the apparent arrogance of her future suitor, Fitzwilliam Darcy, and the blow to his pride in falling in love with her. The key elements of the story are the irony, values and realism of the characters as they develop. Jane Austen ¹s irony is devastating in its exposure of foolishness and hypocrisy. Self-delusion or the attempt to fool other people areRead More Irony and Social Commentary in Pride and Prejudice Essay1634 Words   |  7 PagesIrony and social commentary in â€Å"Pride and Prejudice† Like any other society, nineteenth-century England had its share of foppish fools and fawning leeches, hot-blooded lovers and garrulous, gossiping women. While few people exhibit these failings with abandonment, few escape their taint altogether. In the novel â€Å"Pride and Prejudice,† the author Jane Austen satirizes these instances of – not social evils– rather, unpleasant social peculiarities, via a most careful use of irony in the dialoguesRead More Irony in Jane Austen’s Pride and Prejudice Essay3430 Words   |  14 PagesIrony in Pride and Prejudice Critics have examined Jane Austen’s novel, Pride and Prejudice, since its creation. In this novel, Austen uses and irony to produce a masterpiece. Austen opens the novel with what appears to be a sarcastic sentence. She writes, IT is a truth universally acknowledged, that a single man in possession of a good fortune, must be in want of a wife (Austen 5). Most readers think of this as humorous and quite laughable. It does not necessarily follow that a manRead MorePride and Prejudice Narrative Style Essay1285 Words   |  6 PagesJane Austen the author of Pride and Prejudice a novel where irony is considered the foundation for this novel. Irony, humour and the extensive use of dialogue complement each other to create an inviting novel for potential readers to lose themselves in. Irony is used to show the difference in truth and the way things may seem. Austen uses irony to create deeper emotions and laugh and characters perceptions in the novel. Humour is also used to show relationships but to guide the reader to understandRead MoreJane Austens Influence in the Romantic Period958 Words   |  4 Pagesdevelop the first draft o f three of her novels. In 1809, Jane initiated to take her writing career seriously, and in a span of four years, she published four different novels that became profoundly successful: â€Å"Sense and Sensibility (1811), Pride and Prejudice (1813), Mansfield Park (1814), and Emma (1815)† (Smith). â€Å"After publishing Emma, Jane started to develop symptoms of what may have been Addisons disease, and in July 18, 1817, Jane died† (Klackle). To show the honor that they had to their sisterRead MoreEssay about Importance of Manners in Pride and Prejudice822 Words   |  4 PagesImportance of Manners in Pride and Prejudice Manners have survived throughout the many passing years of history and culture to influence the ways human beings interact even today in the way we relate to one another: what is acceptable and unacceptable social behavior. Proper manners in everything from conversation to eating have long been distinguishing mark of social status. Even now they are often important in business and social situations. But in the eighteenth century, manners

The person i met in Heaven Free Essays

I stood there, motionless. Shock had taken over my body like a disease. I started shaking; my body going into panic mode. We will write a custom essay sample on The person i met in Heaven or any similar topic only for you Order Now I collapsed, tears streaming down my face. I couldn’t move. I just sat, looking, staring. I screamed, and then I was in total darkness. This was the last memory going through my head before†¦ I opened my eyes. As I sat up to see where I was, I felt a cool breeze against my cheeks. I saw that I was lying in the middle of a massive field with trees surrounding it. I knew where I was straight away. I had been thinking about this place for thirty years. I looked around, this place was the same, but, it just had a softer atmosphere then I remembered. The sky seemed to glow. Almost like a dream. Except, this wasn’t a dream, this was real. I got up to look around, and then suddenly I heard a voice. â€Å"Well, well, well. You made it then?† the voice laughed. â€Å"Never could’ve imagined that!† I spun around. â€Å"Katy?† I stood there, staring at her. I had dreamed of this moment since I was a teenager. I had planned every word, every movement, but now, no words ran through my head. Just emotions and memories. â€Å"Are you alright? Looks like you’ve seen a ghost,† she chuckled. â€Å"God, I crack myself up!† â€Å"Am I dreaming?† â€Å"Nope, you’re in Heaven! To be honest, I’m surprised you made it!† The atmosphere cooled, and it felt like old times again. â€Å"What do you mean? I was more angelic than you!† We both laughed, then, silence. It suddenly felt awkward. â€Å"I’m so sorry Katy. I never realised you were so upset with your life. I hated myself; I wanted to see you, to talk to you. I – I†¦Ã¢â‚¬  My words came out so quickly, rushing out of my mouth. The sky darkened from a sunny blue to a deadly black, and pictures of the past seemed to appear all around us. â€Å"Lauren, shut it! What are you? Forty-Five? And you’re still going on about that? It wasn’t your fault, okay? Stop blaming yourself. I’ve been watching over you for thirty years and there are so many things you could’ve done. You turned down so many opportunities to meet new people and†¦Ã¢â‚¬  she paused, â€Å"you just had no confidence in yourself. And that’s because of me.† She looked as defenceless as she did when her parents died in that car crash when she was fourteen. Being in care had messed her up a bit, and I knew that she had been on anti – depressants for a while. But wouldn’t anyone be like her in her situation? I had never expected her to kill herself. I sat down next to her, then, finally breaking the silence, I spoke. â€Å"Why?† The word shot through the air like a dart. I looked at Katy. â€Å"I know you were upset about your parents but†¦Ã¢â‚¬  I stopped to think about what I was saying. Scared of what her reaction might be if I said the wrong thing. â€Å"You seemed to be managing fine† I said. â€Å"I don’t know. I just†¦ I felt like I could manage. I stopped taking my tablets, and then everything seemed to go downhill. I thought about what happened quite a lot. I blamed myself for everything. I knew I shouldn’t’ve, but I did. I got more and more depressed, taking everything so seriously. Like, that time when Louise Painsley called me a ‘useless whore’, just because I messed up in our music performance?† I nodded, not quite sure of what to say, but before I had time to think, she continued. â€Å"Well, everything just used to hit me like a punch in the stomach. Every little thing. It sounds stupid, but it just built up. I couldn’t manage anymore, I just wanted to go. To be with my family. And away from†¦ everything.† She looked at me. â€Å"I’m sorry that I didn’t speak to you. I just didn’t want to bother you with all my worries. I just knew what I wanted to do, so I did it. But deep down you knew that, so why did you mess up your life over it? I just don’t get it Loz. You were my best mate. Why would it have been your fault?† I thought about my answer, but to be honest, I had no idea. Finally, I just said everything that I felt. â€Å"All these years I had just thought about you, and the fact that I was having fun when you were gone. It just didn’t feel right. I suppose that’s okay for the first few months right? But I know I shouldn’t’ve dragged it out. I just didn’t feel right. I felt like I was betraying you in some way.† We looked at each other in a knowing way. In a way that meant not to carry on with the conversation. That it was finished and didn’t need to be mentioned again. I sighed with relief. It felt like a massive weight had been lifted from my chest. I grabbed Katy’s hand and we walked around the place that I had been thinking about for thirty years. The place where me and Katy spent most our time. A massive field with trees surrounding it. I felt a cool breeze against my cheeks. I felt at peace with myself. This was my heaven, and nobody could ever take it away from me again. How to cite The person i met in Heaven, Papers

Advanced Marketing

Question: Discuss about theAdvanced Marketing. Answer: Introduction: The study consists of the explanation of some marketing concepts along with marketing approach of a company. The company selected for the study is Countdown. Countdown is a full-service retail supermarket chain of New Zealand. It is a subsidiary company of Progressive Enterprises. Again, Progressive Enterprises is a subsidiary of Woolworths Limited. Hence, the parent company of Countdown Supermarket chain is Woolworths Limited. Few marketing concepts are explained in the report that is vital for every company to sustain in the competitive marketplace. Apart from this, recommendations will also be provided to Countdown that would help the company to increase profitability and brand awareness. Key Marketing Concepts Production concept of companies lies in reducing production costs of its products. If a company is successful in lowering its production cost, more amount of profit will be earned by it. To implement this strategy, companies indulge themselves in large scale production while improving the distribution pattern (Boone Kurtz, 2013). It is effective when the market demand is more than the supply. Product concept refers to the quality of product served by the company towards its target customers. Companies must focus on the standard quality of their products that is ethical and is a reason of attracting customers. Firms following product concept devotes them in maintain a standard quality of the goods (Armstrong et al., 2014). Sense and respond concept refers to the ability to predict the needs of the company regarding planning, command, control, the hierarchy of authority, etc. Firms practicing this concept emphasize on the prediction of the needs of customers more than focusing on operations. A management paradigm is followed by the companies that usually practice sense and respond concept (Beuren et al., 2013). Probe and learn marketing approach refers to probing and learning procedures. Organizations at first probe or approach to markets then approach towards manufacturing process. The process of probing and learning includes the introduction of new products by firms. Firms usually experiment with new products. This stage is known as probing. After this stage, the learning process comes. If the new product or the modified old product fails in the market then companies learn the causes of failure. Companies the following innovation generally practices the probe and learns marketing orientation (Fuller, 2016). Social networking is a current trend of marketing of products of service. It is proven to be one of the most effective marketing approaches practiced by every company in the modern business world. The most vital part of it is an investment is almost negligible when compared to other traditional practices of marketing. Traditional marketing tactics include advertisement, direct marketing, personal selling, display advertisements, banners, radio jingles, etc. It incurs huge budget to companies (Davis Manrodt, 2013). Social media can target huge customer base than the above-mentioned marketing tactics. It is considered as a global marketing process. There are different social media channels that are used by both companies and customers. They are Facebook, Twitter, Instagram, Flickr, Pinterest, Bebo, LinkedIn, Google Plus, YouTube, etc. Critique of Marketing Orientation Countdown is a popular supermarket based in New Zealand that operates worldwide. The company has adopted several strategies to gain a significant position in the food and grocery market. Globally the company has its presence. However, supermarkets of New Zealand are very competitive in nature. The main aim is to tap more customers by providing good quality of products to the customers. On the other hand, Countdown adopts unique marketing strategy. Tailored marketing strategy of Countdown is a popular strategy that is responsible for not only attracting new customers but also for retaining existing customers (Barquet et al., 2013). Apart from the tailored approach, new product development is another strong aspect that is responsible for increasing brand awareness. Both these two strategies are a part of the product and production concept. Countdown strives to deliver a quality product to its customers. The unique selling point of Countdown is to provide choice, convenience and value to the customers. It is the reason of having excellent shopping experience to the shoppers. The value chain is maintaining the process of manufacturing to the sale of the products to the customers. It is an example of the product concept. Countdown provides value for each product to its customers. Lowering the price is the main selling point of the company (Morris et al., 2015). A price war is practiced by all supermarkets across the world. However, to sustain in the competitive market, Countdown has to implement unique marketing approaches for tapping more customers. The current marketing approach of Countdown is integrated with production, product and selling concept. The real strategic advantage is the key point of success of the company for delivering the priorities of the predefined marketing goals. Cost leadership is a result of the production concept (Leonidou et al., 2013). The Large scale of production is the result of lowering cost of products along with good relations. Lean retail model is the manufacturing strategy of the company. Sense and respond concept is the base of Countdown for introducing the tailored strategy of the firm. Tailored strategy refers to the customized approach of the company to its customers. For this approach, the extensive customer relationship is maintained by Countdown (Webster Jr Lusch, 2013). The employees are trained to provide better service to the customers coming to the stores of Countdown. There are many promotional strategies of that engage customers to the company. Discounts and offers are implemented by application the sense and respond approach. Offers are also customized according to the nature of the shoppers and buying behavior of the customers. The online marketing tactics are also very strong to that of the traditional approaches. Traditional approaches are not so popular like that of the social media advertisements. The company has its presence in many social media platforms. However, Countdown mainly focuses on sales of its groceries via its website (Roberts Grover, 2012). Development of website for the convenience of the online shoppers is an area of consistent focus by Countdown. Conclusion and Recommendations Countdown supermarket has many strategies of increasing its brand awareness in the target market. The company is growing its operations globally by opening supermarkets and convenient stores in metropolitan areas of the state along with developing new products as per the preference of the customers in a particular country. For better experiences, many strategies and new policies are formulated by Countdown for satisfying the needs of the customers. However, a company cannot excel in all areas of its operations. Countdown has few drawbacks in its marketing approaches that are integrated with the above-mentioned marketing concepts. Recommendations are provided to the company that would increase the sales volume of the company resulting in increased profitability. Countdown can apply the production concept more efficiently in different countries. It is a hard to maintain the same cost of production in every country. But Countdown has to conduct extensive research to find the competitive advantage in the perspective of the manufacturing process (Barralesà ¢Ã¢â€š ¬Ã‚ Molina et al., 2014). In terms of marketing through social media channels, Countdown should focus on more engagement of customers through different social media platforms. There are many strategies that are applied by social media marketers for conversion of viewers of the applications of the social media into prospective customers of the company. In this way, Countdown can increase their customer base. Extensive market research regarding competitor analysis, customer satisfaction, demands in the market, etc. should be done by Countdown for improvement in the customized strategy of the company (Wu, 2013). It will encourage customers to shop more products from the supermarket. Coun tdown could also implement the approach of Probe and learn the method in reinventing old product with slight modifications and then selling it in the marketplace. Customers might accept the product. However, it should be performed after making a customer survey that helps in knowing demands of them. References Armstrong, G., Adam, S., Denize, S., Kotler, P. (2014).Principles of marketing. Pearson Australia. Barquet, A. P. B., de Oliveira, M. G., Amigo, C. R., Cunha, V. P., Rozenfeld, H. (2013). Employing the business model concept to support the adoption of productservice systems (PSS).Industrial Marketing Management,42(5), 693-704. Barralesà ¢Ã¢â€š ¬Ã‚ Molina, V., Martnezà ¢Ã¢â€š ¬Ã‚ Lpez, F. J., Gzquezà ¢Ã¢â€š ¬Ã‚ Abad, J. C. (2014). Dynamic marketing capabilities: Toward an integrative framework.International Journal of Management Reviews,16(4), 397-416. Beuren, F. H., Ferreira, M. G. G., Miguel, P. A. C. (2013). Product-service systems: a literature review on integrated products and services.Journal of Cleaner Production,47, 222-231. Boone, L. E., Kurtz, D. L. (2013).Contemporary marketing. Cengage learning. Davis, F. W., Manrodt, K. B. (2013). Service logistics: An introduction. International Journal of Physical Distribution Logistics Management. Fuller, G. W. (2016).New food product development: from concept to marketplace. CRC Press. Leonidou, L. C., Leonidou, C. N., Fotiadis, T. A., Zeriti, A. (2013). Resources and capabilities as drivers of hotel environmental marketing strategy: Implications for competitive advantage and performance.Tourism Management,35, 94-110. Morris, M., Schindehutte, M., Richardson, J., Allen, J. (2015). Is the business model a useful strategic concept? Conceptual, theoretical, and empirical insights.Journal of Small Business Strategy,17(1), 27-50. Roberts, N., Grover, V. (2012). Investigating firm's customer agility and firm performance: The importance of aligning sense and respond capabilities.Journal of Business Research,65(5), 579-585. Webster Jr, F. E., Lusch, R. F. (2013). Elevating marketing: marketing is dead! Long live marketing!.Journal of the Academy of Marketing Science,41(4), 389-399. Wu, J. (2013). Marketing capabilities, institutional development, and the performance of emerging market firms: A multinational study.International Journal of Research in Marketing,30(1), 36-45.

Literature Review of Celebrity Endorsement Essay Example

Literature Review of Celebrity Endorsement Essay Running head: A LITERARY REVIEW OF CELEBRITY ENDORSEMENT Celebrity Endorsement in Mass Media Advertising Brands Celebrity endorsement in mass media advertising has become a very beneficial phenomenon for many countries and has significantly increased in the past decade, and should be the main principle of brand communications since it is the key to marketing success. Any product that is displayed in a television commercial or magazine advertisement by a corporation that uses a celebrity or well known public figure to give a testimonial or information about the product, is practicing celebrity endorsement. Although commonly thought of starting in the United States, celebrity endorsement began in India during the ‘80s but has since been adopted by countries in Asia, Europe, and almost worldwide. Modern mass media (especially that of tabloids) has increased exposure of celebrities to the point that it is unavoidable to not be exposed to a celebrity face. The primary principle that celebrity endorsement works off of is the public recognition of the celebrity endorser as an admirable or desirable cultural force. It is not uncommon to view commercials from the past 10 years and see popular icons like Britney Spears endorsing a particular soft drink like Pepsi or Michael Jordan endorsing Nike as the number one brand for anyone that has even the slightest liking to sports. These celebrities among many others, are used to promote products, services, and ideas (Kambitsis et al. , 2002). A reason for the increase in the usage of celebrity endorsing on various levels of mass media is almost exclusively due to the fact that this strategy results in more positive advertisement and product ratings (Dean and Biswas, 2001), as well as We will write a custom essay sample on Literature Review of Celebrity Endorsement specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Literature Review of Celebrity Endorsement specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Literature Review of Celebrity Endorsement specifically for you FOR ONLY $16.38 $13.9/page Hire Writer A LITERARY REVIEW OF CELEBRITY ENDORSEMENT an increase in the purchasing of the product and in turn, increased finances for the producer (Erdogan, 2001). Most celebrity endorsers come from the entertainment and sports industries. Nevertheless, more than likely, the celebrity endorser is not known to the public for the product that they are endorsing (Friedman, 1979), therefore they are not experts of that product. As mentioned previously for example, Britney Spears has endorsed Pepsi. She s an iconic pop singer and even though she wrote a song called â€Å"Joy of Pepsi,† she is not an expert on what the best tasting soft drink is; her fame has no relation to what she is endorsing. Besides those obvious facts, Pepsi’s sales increased four times as fast as their competitor (DeNitto, 1994). Although celebrity endorsing is very expensive for the companies, in the long run it has often helped their sales because they are recognized by the public and viewed as more powerful t han an anonymous face of a model (Carroll, 2008). Celebrities are also interested in endorsing themselves in the product as their image considerably develops rather quickly along with the product. According to Speck (1988), endorsements involve three participants; sellers, endorsers, and target consumers. This is because the seller asks an endorser to use and evaluate a product, and then after trying a product, the endorser encourages the target consumers and personal fans to also purchase and try out the product. Advertising campaigns using celebrities to support brand strategy have in general tended to be repetitive, high-profile and loud extravaganzas in which the celebrity features prominently and directly, unlike the product itself, which seems more like an addition to the whole scheme of the advertisement (Carroll, 2009). Celebrity endorsement is a powerful marketing strategy compared to the A LITERARY REVIEW OF CELEBRITY ENDORSEMENT likes of public relations and sales promotion but has been the most long-standing beneficial strategy out of all (Hsu and McDonald, 2002). Choosing the Celebrity Endorser Giving a brand a recognizable ‘face’ is often more than just a marketing strategy, but for better or worse can change a brand forever. Thus, choosing a celebrity endorser is of maximum importance and therefore done on a whole slew of parameters that include appeal, looks, popularity, product type, message type, etc. (Erdogan, 1999). The general belief among advertisers is that brand communication messages that are delivered by these selectively chosen celebrity endorsers, produce a higher appeal and recall than those advertisements that are not celebrity endorsed. Furthermore, when celebrities are recognized with brand names, it creates a positive attitude, as well as a distinct personality for the brand. For example, Forbes reported that Chanel, an extremely well known Parisian fashion house, acquired an endorsement deal with spokes icon Nicole Kidman, which in turn increased business by about 16%, without administering any changes whatsoever in fragrance or packaging, because â€Å"all of a sudden, younger women took notice of the brand (Forbes). † Credibility is also an obvious large part in determining who to use in endorsements for a specific product. Previous research has shown that celebrities that endorse several products at a time are seen as less credible to the typical consumer (Hsu and McDonald, 2002), rather than a celebrity who just endorses a single product. The reason for this insight is because a celebrity who endorses multiple products can seem as if they do not have a real liking or interest in a particular product and will just peddle any product that is asked of them. Another event that could A LITERARY REVIEW OF CELEBRITY ENDORSEMENT iscredit a celebrity endorsement is negative press or events that are associated with the celebrity’s name. This very problem occurred in 2005 with supermodel Kate Moss. She was dropped from her endorsements from large companies Burberry, HM, and Chanel, when photographs of her snorting cocaine surfaced in magazines and websites. Companies using a celebrity endorser take into account the serious consequences (loss of revenue, bad image) of putting a tainted face to their produc t since as stated above, the brand’s whole personality is often dependent on the celebrity endorser. Another aspect that is taken into account pertaining to the effectiveness of the celebrity endorser is to directly measure the degree that the consumers evaluate the celebrity as genuinely liking the product that they are endorsing. According to Gilbert and Malone (1995), these evaluations are recognizable under a type of judgment called â€Å"correspondent inferences. † Correspondent inferences generally refer to a judgment that consumers observe the endorser’s behavior in the advertisement to then infer consistent character in the endorser. For example, the consumer would observe an athlete saying he loves the breakfast cereal Wheaties, and then the consumer would infer that the athlete really does, in fact, like Wheaties. Adding to this study, McCracken (1986) suggests that a celebrity that best represents the appropriate symbolic properties â€Å"of the product should be selected, thus, highlighting the importance of the cultural meanings of celebrities in the endorsement process. † Culturally speaking, Americans identify themselves more closely with celebrities and are more willing to accept and unconsciously accept endorsement messages. Brands are therefore seen as playing a fundamental, as well as A LITERARY REVIEW OF CELEBRITY ENDORSEMENT complex role in the construction of the self (Carroll, 2009). We achieve self-consistency via brand consumption, purchasing brands that we perceive to be similar to our selfconcept. Defined as image congruence hypothesis, this suggests that brands perform a function of self-enhancement whereby consumers form perceptions about brands and compare these to their own value system, selecting brands that match the closest. All in all, the public’s fascination with the celebrities will continue on because of their role in society as an entertainer and in return, the use of celebrities in advertising will continue to increase (Pringle, 2004). Grant McCracken has proposed the Meaning Transfer Theory when referring to celebrity endorsement and its effectiveness. His theory states that a celebrity encodes a unique set of meanings that can be transferred to the endorsed product if used in the correct way. This theory takes place in three stages—encoding meanings, meaning transfer, and meaning capture. McCracken’s theory is described as first, encoding meanings: this is basically the age, gender, race, and wealth or personal lifestyle that a celebrity can be identified with by the public. For example, a celebrity can be seen as cute, witty, and charming due to any of those factors, since each person viewing these celebrities will make their own meanings about them (McCracken, 1986). The next stage that occurs is meaning transfer. This second stage transfers those meanings to a product and when those meanings are skillfully portrayed, celebrities are able to communicate the image more powerfully as endorsers. The final stage is meaning capture, which assumes A LITERARY REVIEW OF CELEBRITY ENDORSEMENT that consumers purchase products not just for their practical value, but for their cultural and symbolic value that they can convey from the product. Agreeing with McCracken, Carroll also adds to this statement by reporting that the consumers now turn to brands of products less as bundles of utility and more so as â€Å"badges that contain social meaning† (Carrol, 2009). Simply put, it is the stage that the consumers hope to capture some part of the meaning from the first stage (cute, witty, etc. , which the celebrity endorser has seemed to have passed on to the product. This is especially true in celebrity promoted lifestyle products like perfumes, clothes, and consumer technology (McCracken, 1986). Because celebrity endorsements tie into people’s personal and cultural meanings, it seems that they will always infinitely be effective and have proven to be a sustainable marketing technique. Based on the previous research, this study will move forward and add to the literature by asking the following questions: RQ 1: Will all correspondent inferences be positively associated with the attitudes toward the advertised product? RQ 2: Will observers (consumers) still believe that the celebrity endorser likes the product more than the average user, even though they know the endorser is getting a large payment? References Dean, D. H. and Biswas, A. (2001). Third-party organization endorsement of products: an advertising cue affecting consumer pre purchase evaluation of goods and services. Journal of Advertising. 30 (4). Carroll, Angela. (2009). Brand communications in fashion categories using celebrity endorsement. Journal of Brand Management. 17 (2). 146-158. doi: 10. 1057/bm. 2008. 42 DeNitto, E. (1994). Pepsi, Coke think international for future growth. Advertising Age. p. 44. Erdogan, B. Z. (1999). Celebrity endorsement. Journal of Marketing Management. 11 (1). Erdogan, B. Z. (2001). Selecting celebrity endorsers: the practitioner’s perspective. Journal of Advertising Research. 41. p. 39. Friedman, H. H. (1979). Endorser effectiveness by product type. Journal of Advertising Research. 19 (5). Hsu, C. K. and McDonald, D. (2002). An examination on multiple celebrity endorsement in advertising. Journal of Product and Brand Management. 11 (1). pp. 19-29. Kambitsis, C. , Harahousou, Y. Thedorakis, C. 2002). Sports advertising in print media: case of 200 Olympic games. Corporate Communication: An International Journal. 7 (3). McCracken, G. (1986). Culture and consumption: a theoretical account of the structure and movement of the cultural meaning of consumer goods. The Journal of Consumer Research. 13 (1). Onkvisit, S. and Shaw, J. (1987). Self-concept and image congruence: Some research and managerial implications. Journal of Consumer Marketing. 4(1). 13-23. Pringle, H. (2004). Celebrity sells. John Wiley and Sons Ltd. England. Ruiz, N. (2008). Can a star sell you style?. Forbes. com LLC.

Essays from 52 to Social Media Versus Cyber Bullying

Essays from 52 to Social Media Versus Cyber Bullying

Management Research Paper Example | Topics and Well Written Essays - 750 words

Management - Research Paper Example â€Å"The result of the innovation process is innovation – a creation that has significant value† (Cingula & Veselica). Innovation strategy is the manner by which organizations respond to challenges in market by way of research and development, product or process innovation, and by the use of technology or market forces; Analysis: 1) McDonald: McDonald’s Corporation operates its chain of business in a challenging market segment, and it employs an efficient competitive strategy against its competitors. To offer efficient service to those whom they cater, the company provides standardized training processes for employees. McDonald’s also competes by offering low price for high quality products. It necessitates efficient processes for the entire organization. The introduction of â€Å"Made for you† system offered standard food items that are not kept in a bin until they get sold. Later they realized that even if the new system offered fresh food, it wa s not time effective. Still, McDonald’s continues with the system, by adding new options to help the system work quickly. McDonald’s has planned to increase profits by increasing sales in its existing restaurants. They developed a â€Å"new taste menu,† where they offered a new type of sandwich for one week to offer a variety of options to satisfy customer’s desire. But, the new taste menu proved to be inefficient as customers were annoyed at the fact that they couldn’t purchase their new favorite sandwich again. Later they realized that people are more conscious regarding their health and they responded to this trend by adding salads and further lighter choice to their menu. McDonald’s has paid significant concentration to children who help them to build a stable business, by encouraging the entire family to visit McDonald’s. McDonald’s strategy to develop brand loyalty in children has turned out to be a great success. 2) Appl e: Apple exerts a combination of Bottom-Up and Top Down innovation strategy to generate new innovations. The innovation culture of Apple is closely attached with that of its leadership. â€Å"Innovation comes from saying no to 1,000 things, to make sure we don’t get on the wrong track or try to do too much† (A Leadership that Understands Innovation para. 2). The innovation process is facilitated by five leadership roles which include  Institutional Leader, Entrepreneur, Critic, Mentor and Sponsor.   The institutional leader produces organizational infrastructure needed for innovation.   The critic confronts investments and goals. The entrepreneur controls innovative units.   The sponsor procures and advocates, while the mentor counsels and advises. To maintain strategy of product differentiation, Apple has used these the five roles of leadership. The Innovation Factory which is the new build up of Apple, is the one that harnesses unrestrained creativity for its customers, enterprising new ideas & stimulating bold, steps, and being successful in innovations. Apple leverages its employees ecosystem, suppliers, customers, global networks and partners, proving the process of innovation, the idea that winning culture doesn't agree to second place, and to grab the new marketplace opportunities for the business to glow. 3. Microsoft: â€Å"