Charles Dickens A Tale of Two Cities :: GCSE English Literature Coursework

In the sixteenth century Charles Dickens composed the exceptional novel A Tale of Two Cities. In it he made two of the most striking anecdotal characters ever. One is the homicidal Madame Defarge, and the other is the magnanimous Sydney Carton. Madame Defarge is a worker who looks for vengeance on all blue-bloods who cross her way. Interestingly, Sydney Carton is a man who is happy to do anything for a mind-blowing love. While the activities of these two characters unmistakably portray their disparities, the fundamental powers that drive each character are very comparable. From Madame Defarge’s activities, obviously she is the abhorrent opponent in the novel. Indeed, even in the way that she is genuinely portrayed, she is introduced as â€Å"dark† and in this way she is viewed as detestable. She is as underhanded as she is on the grounds that when she was more youthful the D’Evremonde siblings murdered her entire family. Presently the reason for her life is to get vengeance on the D’Evremonde family and each other blue-blood. In any event, when told by her darling spouse she has gone to far, she doesn't stop. Rather her repartee to him was, â€Å"Tell the breeze and fire where to stop; not me†. In it she clearly communicates how she will always remember what was done to her family and how the D’Evermondes are meriting what they will get. The activities she acts in her every day life exhibit her evilness. In the novel it appears as if she is the â€Å"bad guy† who is firing up all the difficulty. It is he r requirement for vengeance, in the book, that begins the upset. While Dickens presents Sydney Carton as a useless alcoholic, as opposed to Madame Defarge, he is the Christ-like honorable figure of the novel. He appears to the perusers of A Tale of Two Cities as a useless alcoholic and a man who has not gained any high social situation in his life. Likewise, it appears just as his life has come about to nothing. At a certain point he says, â€Å"I care for no man on earth, and no man on earth thinks about me†, yet that changes when he meets Lucie Manette. He builds up an undying adolescent like love for her. Sydney is happy to do anything for her and advises her so in a wonderful discourse he made to her. In it he states, â€Å"Think every so often that there is a man who might surrender his life, to keep an actual existence you love alongside you†.

Porters Five Forces a Competitor Analysis tool free essay sample

In 1979, Michael Porter established that the five powers models are an instrument for examining rivalry of a business. It would be incorporated five determinants, which is the danger of new participants, the danger of substitutes, haggling intensity of clients, dealing intensity of providers and serious competition. Productivity would be identified with the danger of passage into the quick design. The flimsy turnover would happen under increasingly new contestant in the business. For instance, the all out income of the market is $50 million, yet 50 organizations would be imparted to the entire market. Each organization turnover would be expanded rather than 5,000 contenders. In this manner, if the market has set up less wellspring of passage hindrances, the market would have a ton of contenders. Separation of result of an organization can lead themselves getting one of a kind from different contenders which get a specific measure of steadfast clients. Because of the financial development, the vast majority of the individuals are eager to spend not for need, yet in addition for sharp lift style. We will compose a custom article test on Watchmen Five Forces a Competitor Analysis device or then again any comparative point explicitly for you Don't WasteYour Time Recruit WRITER Just 13.90/page On the off chance that the organization need to increments customers’ unwaveringness, the uniqueness of the item would be one of the techniques, the organization additionally can get the most bit of leeway. Higher separation of item would be one of the section hindrances. In the quick business, survey channels of gracefully and circulation is significant. A huge number of providers of the quick design can be found in the fast intrigue improvement. It implies that the quick style doesn't have any section boundaries to finding the suppliers.Some retailers will in general inquiry a few providers, who can furnish the best nature of material with the most reduced expense, so as to develop the similar bit of leeway. In any case, the sizable organization would develop be assemble a shut relationship with providers effectively on account of the sizable volume of requests and notoriety of the organization. The above activity would build the passage obstructions in this market. HM, one of the significant retailer in the quick style industry, she worked with 747 providers in which 150 of them are long haul vital accomplices. Along these lines, HM developed a solid relationship with their providers, it is hard for the potential for the potential contestants to contend. In the quick design industry, economies of scale are one of the significant determents of section boundaries. In the event that the organization is a sizable organization, it can accomplish the simpler the degree of proficiency. What's more, the most extreme volume of creation continues expanding for manufacturing plants in light of the innovation improvement. Large scale manufacturing by huge firms empowers them to completely use their creation limit where little stores can't.

Two Weeks After Quitting Smoking What to Expect

Two Weeks After Quitting Smoking What to Expect Addiction Coping and Recovery Personal Stories Print Health Benefits at Two Weeks After You Quit Smoking By Terry Martin facebook twitter Terry Martin quit smoking after 26 years and is now an advocate for those seeking freedom from nicotine addiction. Learn about our editorial policy Terry Martin Reviewed by Reviewed by Amy Morin, LCSW on July 29, 2019 facebook twitter instagram Amy Morin, LCSW, is a psychotherapist, author of the bestselling book 13 Things Mentally Strong People Dont Do, and a highly sought-after speaker. Learn about our Wellness Board Amy Morin, LCSW Updated on November 27, 2019 JGI/Tom Grill / Getty Images More in Addiction Coping and Recovery Personal Stories Methods and Support Overcoming Addiction Alcohol Use Addictive Behaviors Drug Use Nicotine Use In This Article Table of Contents Expand Smell and Taste Blood Pressure and Heart Rate Lung Function Cravings and Urges   Withdrawal Symptoms View All Back To Top If it has been two weeks since you quit smoking, congratulate yourself. While youre probably already well aware that smoking cessation is a journey, youve already reaped rewards. Some may be things youve already noticed (e.g., foods taste better), while others may be more behind-the-scenes (e.g., lower blood pressure). Your two weeks smoke-free has impacted your health in meaningful ways. Understanding how your body and mind are beginning to slowly heal from the damaging effects of nicotine can provide you with added motivation to never light up again. It will also eliminate any unknowns, so you can confidently formulate strategies to cope with any cravings and symptoms of nicotine withdrawal that you may still be experiencing.   Heres what you can expect two weeks after quitting smoking. Smell and Taste Nicotine, along with the other chemicals in cigarette smoke, harms the taste buds and nerve responses in the nose. Within a mere 48 hours of your last cigarette, you can begin to notice improvements in your sense of smell and tasteâ€"and these improvements will continue as you reach your two-week mark of being smoke-free. Get ready to rediscover the subtle flavors of foods that, as a smoker, you likely thought lacked flavor. Unfortunately, youll also now be able to smell that stale cigarette smoke on your clothing, coats, and inside your home. If possible, enlist a housecleaning service or take your clothing to a dry cleaner for a deep clean (you might even consider this your two-weeks-smoke-free gift to yourself). Blood Pressure and Heart Rate Yet another harmful side effect of nicotine is increased heart rate and elevated blood pressure. Luckily, these functions begin to normalize pretty quickly after you quit smoking.?? Within 20 minutes, your heart rate returns to a more normalized state and your blood pressure begins to drop (your blood vessels are no longer constricted by the tobacco smoke).  Within 12 hours, your blood oxygen levels normalize.Within 24 hours, your risk of heart attack begins to decrease. How Smoking Affects Your Heart Lung Function Within two weeks to two months, you might notice that walking and breathing is becoming a little easier. This is because your lung function is improving and the air sacs in your lungs (alveoli) are beginning to relax and produce less mucus.?? Take a deep breath and feel your lungs filling up with smoke-free air. Think about how taking that breath would have felt before your final cigarette. This easy exercise can serve as a quick reminder of why you decided to kick your nicotine habit. How Smoke Affects Your Alveoli Cravings and Urges   For the past two weeks, you’ve probably experienced an overwhelming urge to light upâ€"multiple times per day. While these urges will still occur, they will now start to lessen in frequency and duration. During this stage, you will likely experience a maximum of two cravings per day. Plus, by now, you hopefully have several strategies in place to delay and distract yourself until they pass. Memorize the 5 Ds to Beat Smoking Urges Withdrawal Symptoms Many of the peak physical withdrawal symptoms (insomnia, fatigue, headache, dry mouth, sore throat, and constipation) should have noticeably subsided by your two-week mark. Of course, this can vary from person. Feeling improvement in the mental symptoms, however, may take a little longer. Especially if smoking was your go-to relaxation strategy, you will likely still be grappling with stress after two weeks. Over time, as you learn new, healthy stress-relievers (that don’t involve nicotine), you will inevitably become more in control of this. 17 Highly Effective Stress Relievers A Word From Verywell These benefits are just beginning. The longer you go without nicotine and other chemicals in cigarette smoke, the more health improvements you will experience. This will include for-the-better changes in your hearing, vision, skin, immunity, cardiovascular health, lungs, muscles, bones, and more. Try your best to have patience as your body heals and you relearn a life without cigarettes. And take pride in how far youve already come. You deserve it. Health Benefits to Expect in the First 3 Months After Quitting Smoking

William Shakespeare s A Midsummer Night s Dream Essay

In A Midsummer Night’s Dream, Shakespeare shows how magic influences not only the thoughts but also the actions of the characters of this play. Every time magic was used, there were consequences; hence, magic is the main theme of the of the play. Magic has been perpetually perceived as negative, some might even say evil, but in the plays of Shakespeare, magic is more whimsical in nature and generates an almost playful setting. Moreover, the kind of magic in this play should not be perceived as threatening, but situations that caused comical situations which were later resolved by magic. Shakespeare believed that when magic meets reason, it can make for a rather amusing play. The setting of this play is essentially based in a playful forest on the outskirts of Athens. The forest was a place where the lovers could escape the prying eyes of not only Hermia’s father, but, a place that creates a setting the audience may perceive as mysterious or tranquil. In the forest, the couple would not be under â€Å"sharp Athenian law† (Act 1 scene 1 line 162-163). The forest was portrayed as the opposite of Athens, a safe and secure place where the lovers could be together without any judgment. Being in this Eden allowed Hermia and Lysander to spend time together and to speak to each other without others seeing. Not only was the forest the place to escape but, it was also the home of the fairies that come into the picture later in the play. The forest was inhabited by mystical fairies, theyShow MoreRelatedWilliam Shakespeare s A Midsummer Night s Dream1339 Words   |  6 PagesHonors For A Midsummer Night s Dream By William Shakespeare 1. Title of the book - The title of the book is called A Midsummer Night s Dream by William Shakespeare. 2. Author s name - The author of the book A Midsummer Night s Dream is William Shakespeare. 3. The year the piece was written - A Midsummer Night s Dream by William Shakespeare was believed to have been written between 1590-1596. 4. Major Characters - There are three major characters in the book A Midsummer Night s Dream by WilliamRead MoreWilliam Shakespeare s A Midsummer Night s Dream1474 Words   |  6 Pagesinstance, one could look at the movies A Midsummer Night’s Dream and Shakespeare in Love. The latter follows the life of William Shakespeare himself, everything from his love affair with Viola de Lesseps to his creation of Romeo and Juliet. A Midsummer Night’s Dream, is one of the most famous plays of Shakespeare’s, revolving around the tumultuous relationships of four lovers, aided, and sometimes thwarted by the mischief of fairies. Although Shakespeare in Love outlines a few of the characteristicsRead MoreWilliam Shakespeare s A Midsummer Night s Dream1548 Words   |  7 Pagesspoken by Helena in Act 1 Scene 1 line 234, explains that it matters not what the eyes see but what the mind thinks it sees. In the play, A Midsummer Night s Dream, written by William Shakespeare, there are several instances where the act of seeing is being portrayed. The definition of vision is the ability to see, something you imagine or something you dream. This proves that even though one has the ability to see; the mind tends to interfere and sometimes presents a different picture. VariousRead MoreWilliam Shakespeare s A Midsummer Night s Dream867 Words   |  4 Pagesspecifically how they will benefit that other person, you’re in love.† In A Midsummer Night s Dream, William Shakespeare intertwined each individual characters. Through the concept of true love and presented to the audiences a twisted yet romantic love story. The love stories of Renaissance are richly colorful, so Shakespeare used multiple literary techniques to present to the readers a vivid image of true love. Shakespeare applied metaphor in the lines of Lysander. In Act 1, scene 1, Lysander saysRead MoreWilliam Shakespeare s A Midsummer Night s Dream990 Words   |  4 PagesSymbols in William Shakespeare’s A Midsummer Night’s Dream Symbols help to play an important part in giving a deeper meaning to a story. William Shakespeare uses a variety of symbols in his play A Midsummer Night’s Dream and by using these symbols he offers some insight onto why certain events take place in the play. Symbols are sometimes hard to decipher but as the reader continues to read the symbol’s meaning might become more clear. Shakespeare uses a variety of symbols in A Midsummer Night’s DreamRead MoreWilliam Shakespeare s A Midsummer Night s Dream1397 Words   |  6 PagesShakespeare’s comedies, like those of most Renaissance playwrights, involve love and its obstacles. Much of the comedy in A Midsummer Night’s Dream derives from the attempt of Lysander and Hermia to remain together while overcoming the adult authority figure who attempts to hinder the love of a young couple. The overcoming of an obstacle functions as a common motif in Renaissance comedy. The audience must wonder, however, whether Lysander and Hermia, as well as Demetrius and Helena, actually loveRead MoreWilliam Shakespeare s A Midsummer Night s Dream1207 Words   |  5 PagesWilliam Shakespeare’s A Midsummer Night’s Dream has been categorized as a comedy play because of all the characters being passionately in love to the point of being foolish. It’s a play all about love, and the characters that are in love are only young adults, so they are still naive when it comes to love. Their naivety and foolishness regarding love is what allows them to be taken advantage of by mischievous fairies when they all run away into the woods. By critiquing the love affairs and numerousRead MoreA Midsummer Night s Dream By William Shakespeare1882 Words   |  8 PagesWritten during the Elizabethan era where gender roles played an important part in society and relationships, A Midsummer Night’s Dream by William Shakespeare portrays the interaction between both sexes, and the women’s respo nse to the expectation of such norms. Although the characters: Hippolyta, Hermia, Helena, and Titania, are portrayed as objects (both sexual and material) contingent upon their male lovers, they are also given empowerment. During the Elizabethan Era, and present throughout MNDRead MoreWilliam Shakespeare s A Midsummer Night s Dream1277 Words   |  6 Pagestogether. Nor will love ever be a controllable compulsion. Maybe we are fools for going into the perilous, eccentric universe of love; yet what fun would life be without it? William Shakespeare s play A Midsummer Night s Dream investigates the unconventional, unreasonable and unpredictable nature of love during his time. Shakespeare conveys this through the main plot of the play, which is composed of the relationships between three couples. The three couples show examples of three different types ofRead MoreWilliam Shakespeare s A Midsummer Night s Dream1442 Words   |  6 Pages William Shakespeare is estimated to have lived from 1564 to about 1616. He is often recognized as great English poet, actor, and playwright, and paved the way for many on all of those categories. Over that span he wrote many pieces that are still relevant today such as Romeo and Juliet, Hamlet, and Macbeth. I would like to take a deeper look into one on his pieces â€Å"A Midsummers Night’s Dream.† This piece is estimated to have first been preformed in about 1595 and then later published in 1600. Many William Shakespeare s A Midsummer Night s Dream Essay William Shakespeare’s use of simile in A Midsummer Night’s Dream explicitly expressed hierarchy, power, and male dominance, which all contributes to shaping the relationships between many of his characters. This theme is echoed throughout the play as Shakespeare demonstrates the differences between male and female characters. In the opening scene, Hermia refuses to follow her father’s orders to marry Demetrius and instead, demands to stay with Lysander. To act on the situation, Egeus appeals to the duke, Theseus, to force his daughter to marry Demetrius. Turning to Hermia, Theseus then tells her: What say you, Hermia? Be advised fair maid. To you your father should be as a god, One that composed your beauties, yea, and one To whom you are but as a form in wax, By him imprinted, and within his power To leave the figure or disfigure it. Demetrius is a worthy gentleman. (Shakespeare 1.1.46-52) The simile being observed here compares Egeus, the father of Hermia, to a god. In this sense, a god is a very strong figure. The play is set in Athenian times when Greek gods were heavily portrayed, so this reference holds supremacy in its meaning. Shakespeare’s utilization of simile not only presents the problem at hand, but also works to outline an underlying theme of power while revealing how the characters seem to view each other. The use of simile early on in the play successfully shapes how influential Theseus appears to be above the other characters due to the hierarchicalShow MoreRelatedWilliam Shakespeare s A Midsummer Night s Dream1339 Words   |  6 PagesHonors For A Midsummer Night s Dream By William Shakespeare 1. Title of the book - The title of the book is called A Midsummer Night s Dream by William Shakespeare. 2. Author s name - The author of the book A Midsummer Night s Dream is William Shakespeare. 3. The year the piece was written - A Midsummer Night s Dream by William Shakespeare was believed to have been written between 1590-1596. 4. Major Characters - There are three major characters in the book A Midsummer Night s Dream by WilliamRead MoreWilliam Shakespeare s A Midsummer Night s Dream1474 Words   |  6 Pagesinstance, one could look at the movies A Midsummer Night’s Dream and Shakespeare in Love. The latter follows the life of William Shakespeare himself, everything from his love affair with Viola de Lesseps to his creation of Romeo and Juliet. A Midsummer Night’s Dream, is one of the most famous plays of Shakespeare’s, revolving around the tumultuous relationships of four lovers, aided, and sometimes thwarted by the mischief of fairies. Although Shakespeare in Love outlines a few of the characteristicsRead MoreWilliam Shakespeare s A Midsummer Night s Dream1548 Words   |  7 Pagesspoken by Helena in Act 1 Scene 1 line 234, explains that it matters not what the eyes see but what the mind thinks it sees. In the play, A Midsummer Night s Dream, written by William Shakespeare, there are several instances where the act of seeing is being portrayed. The definition of vision is the ability to see, something you imagine or something you dream. This proves that even though one has the ability to see; the mind tends to interfere and sometimes presents a different picture. VariousRead MoreWilliam Shakespeare s A Midsummer Night s Dream867 Words   |  4 Pagesspecifically how they will benefit that other person, you’re in love.† In A Midsummer Night s Dream, William Shakespeare intertwined each individual characters. Through the concept of true love and presented to the audiences a twisted yet romantic love story. The love stories of Renaissance are richly colorful, so Shakespeare used multiple literary techniques to present to the readers a vivid image of true love. Shakespeare applied metaphor in the lines of Lysander. In Act 1, scene 1, Lysander saysRead MoreWilliam Shakespeare s A Midsummer Night s Dream990 Words   |  4 PagesSymbols in William Shakespeare’s A Midsummer Night’s Dream Symbols help to play an important part in giving a deeper meaning to a story. William Shakespeare uses a variety of symbols in his play A Midsummer Night’s Dream and by using these symbols he offers some insight onto why certain events take place in the play. Symbols are sometimes hard to decipher but as the reader continues to read the symbol’s meaning might become more clear. Shakespeare uses a variety of symbols in A Midsummer Night’s DreamRead MoreWilliam Shakespeare s A Midsummer Night s Dream1397 Words   |  6 PagesShakespeare’s comedies, like those of most Renaissance playwrights, involve love and its obstacles. Much of the comedy in A Midsummer Night’s Dream derives from the attempt of Lysander and Hermia to remain together while overcoming the adult authority figure who attempts to hinder the love of a young couple. The overcoming of an obstacle functions as a common motif in Renaissance comedy. The audience must wonder, however, whether Lysander and Hermia, as well as Demetrius and Helena, actually loveRead MoreWilliam Shakespeare s A Midsummer Night s Dream1207 Words   |  5 PagesWilliam Shakespeare’s A Midsummer Night’s Dream has been categorized as a comedy play because of all the characters being passionately in love to the point of being foolish. It’s a play all about love, and the characters that are in love are only young adults, so they are still naive when it comes to love. Their naivety and foolishness regarding love is what allows them to be taken advantage of by mischievous fairies when they all run away into the woods. By critiquing the love affairs and numerousRead MoreA Midsummer Night s Dream By William Shakespeare1882 Words   |  8 PagesWritten during the Elizabethan era where gender roles played an important part in society and relationships, A Midsummer Night’s Dream by William Shakespeare portrays the interaction between both sexes, and the women’s respo nse to the expectation of such norms. Although the characters: Hippolyta, Hermia, Helena, and Titania, are portrayed as objects (both sexual and material) contingent upon their male lovers, they are also given empowerment. During the Elizabethan Era, and present throughout MNDRead MoreWilliam Shakespeare s A Midsummer Night s Dream1277 Words   |  6 Pagestogether. Nor will love ever be a controllable compulsion. Maybe we are fools for going into the perilous, eccentric universe of love; yet what fun would life be without it? William Shakespeare s play A Midsummer Night s Dream investigates the unconventional, unreasonable and unpredictable nature of love during his time. Shakespeare conveys this through the main plot of the play, which is composed of the relationships between three couples. The three couples show examples of three different types ofRead MoreWilliam Shakespeare s A Midsummer Night s Dream1442 Words   |  6 Pages William Shakespeare is estimated to have lived from 1564 to about 1616. He is often recognized as great English poet, actor, and playwright, and paved the way for many on all of those categories. Over that span he wrote many pieces that are still relevant today such as Romeo and Juliet, Hamlet, and Macbeth. I would like to take a deeper look into one on his pieces â€Å"A Midsummers Night’s Dream.† This piece is estimated to have first been preformed in about 1595 and then later published in 1600. Many William Shakespeare s A Midsummer Night s Dream Essay Generally, the relationship between the sun and the moon is a metaphorical construct of the male and female gender. However, in William Shakespeare’s, A Midsummer Night’s Dream, the author develops the traditional representation of a gendered sun and moon further, in order to symbolize the two celestial bodies, now, as masculine and feminine oppositions. More specifically, Shakespeare expands on the traditional idea of the sun and moon as a gender concept by identifying both as a union, and the relationships that solidify these bonds, in which he delineates the opposition of romance to the opposition of the sun and moon; in its destructive and regenerative aspect, the moon accompanies the resolution of the conflicts, that is, the infidelity between lovers, and shed its light over a return to individual and social order. As a result, the function of moon imagery shift according to the lunar cycle (old and new phases), which subsequently, creates the play’s themes of dreamscape, female bodily change and chastity, and most importantly, the romance and infidelities experienced in a relationship. Psychologically, A Midsummer Night’s Dream, starts in the light of day, symbolizing consciousness, and descends into the depths of the unconscious, moonless night. Similarly, Shakespeare’s use of moon imagery assumes a new, or invisible, phase laying the foundation for the texts theme of dreamscape; consequently, the dreamscape theme and the imagery of the moon are reduced toShow MoreRelatedWilliam Shakespeare s A Midsummer Night s Dream1339 Words   |  6 PagesHonors For A Midsummer Night s Dream By William Shakespeare 1. Title of the book - The title of the book is called A Midsummer Night s Dream by William Shakespeare. 2. Author s name - The author of the book A Midsummer Night s Dream is William Shakespeare. 3. The year the piece was written - A Midsummer Night s Dream by William Shakespeare was believed to have been written between 1590-1596. 4. Major Characters - There are three major characters in the book A Midsummer Night s Dream by WilliamRead MoreWilliam Shakespeare s A Midsummer Night s Dream1474 Words   |  6 Pagesinstance, one could look at the movies A Midsummer Night’s Dream and Shakespeare in Love. The latter follows the life of William Shakespeare himself, everything from his love affair with Viola de Lesseps to his creation of Romeo and Juliet. A Midsummer Night’s Dream, is one of the most famous plays of Shakespeare’s, revolving around the tumultuous relationships of four lovers, aided, and sometimes thwarted by the mischief of fairies. Although Shakespeare in Love outlines a few of the characteristicsRead MoreWilliam Shakespeare s A Midsummer Night s Dream1548 Words   |  7 Pagesspoken by Helena in Act 1 Scene 1 line 234, explains that it matters not what the eyes see but what the mind thinks it sees. In the play, A Midsummer Night s Dream, written by William Shakespeare, there are several instances where the act of seeing is being portrayed. The definition of vision is the ability to see, something you imagine or something you dream. This proves that even though one has the ability to see; the mind tends to interfere and sometimes presents a different picture. VariousRead MoreWilliam Shakespeare s A Midsummer Night s Dream867 Words   |  4 Pagesspecifically how they will benefit that other person, you’re in love.† In A Midsummer Night s Dream, William Shakespeare intertwined each individual characters. Through the concept of true love and presented to the audiences a twisted yet romantic love story. The love stories of Renaissance are richly colorful, so Shakespeare used multiple literary techniques to present to the readers a vivid image of true love. Shakespeare applied metaphor in the lines of Lysander. In Act 1, scene 1, Lysander saysRead MoreWilliam Shakespeare s A Midsummer Night s Dream990 Words   |  4 PagesSymbols in William Shakespeare’s A Midsummer Night’s Dream Symbols help to play an important part in giving a deeper meaning to a story. William Shakespeare uses a variety of symbols in his play A Midsummer Night’s Dream and by using these symbols he offers some insight onto why certain events take place in the play. Symbols are sometimes hard to decipher but as the reader continues to read the symbol’s meaning might become more clear. Shakespeare uses a variety of symbols in A Midsummer Night’s DreamRead MoreWilliam Shakespeare s A Midsummer Night s Dream1397 Words   |  6 PagesShakespeare’s comedies, like those of most Renaissance playwrights, involve love and its obstacles. Much of the comedy in A Midsummer Night’s Dream derives from the attempt of Lysander and Hermia to remain together while overcoming the adult authority figure who attempts to hinder the love of a young couple. The overcoming of an obstacle functions as a common motif in Renaissance comedy. The audience must wonder, however, whether Lysander and Hermia, as well as Demetrius and Helena, actually loveRead MoreWilliam Shakespeare s A Midsummer Night s Dream1207 Words   |  5 PagesWilliam Shakespeare’s A Midsummer Night’s Dream has been categorized as a comedy play because of all the characters being passionately in love to the point of being foolish. It’s a play all about love, and the characters that are in love are only young adults, so they are still naive when it comes to love. Their naivety and foolishness regarding love is what allows them to be taken advantage of by mischievous fairies when they all run away into the woods. By critiquing the love affairs and numerousRead MoreA Midsummer Night s Dream By William Shakespeare1882 Words   |  8 PagesWritten during the Elizabethan era where gender roles played an important part in society and relationships, A Midsummer Night’s Dream by William Shakespeare portrays the interaction between both sexes, and the women’s respo nse to the expectation of such norms. Although the characters: Hippolyta, Hermia, Helena, and Titania, are portrayed as objects (both sexual and material) contingent upon their male lovers, they are also given empowerment. During the Elizabethan Era, and present throughout MNDRead MoreWilliam Shakespeare s A Midsummer Night s Dream1277 Words   |  6 Pagestogether. Nor will love ever be a controllable compulsion. Maybe we are fools for going into the perilous, eccentric universe of love; yet what fun would life be without it? William Shakespeare s play A Midsummer Night s Dream investigates the unconventional, unreasonable and unpredictable nature of love during his time. Shakespeare conveys this through the main plot of the play, which is composed of the relationships between three couples. The three couples show examples of three different types ofRead MoreWilliam Shakespeare s A Midsummer Night s Dream1442 Words   |  6 Pages William Shakespeare is estimated to have lived from 1564 to about 1616. He is often recognized as great English poet, actor, and playwright, and paved the way for many on all of those categories. Over that span he wrote many pieces that are still relevant today such as Romeo and Juliet, Hamlet, and Macbeth. I would like to take a deeper look into one on his pieces â€Å"A Midsummers Night’s Dream.† This piece is estimated to have first been preformed in about 1595 and then later published in 1600. Many William Shakespeare s A Midsummer Night s Dream Essay A nobleman is a noblemen. An artificer is an artificer. Clowns will be clowns and lovers will be lovers and never shall the two intertwine because those are the rules of the social classes. The only thing that can unravel those threads of societal foundation is the magic that is alive and well in the forest. Bottom is confined to the boundaries and limits of his social class as an artificer, but magic can change that. While the lover is usually only a part allowed to be played by a person of higher status, magic can allow a clown to be in the throes of passion with a woman from a different class altogether. The social function of class in A Midsummer Night’s Dream is one that normally only allows the upper class to be lovers and the lower class to be fools, but is skewed by magic and turned upside down. In A Midsummer Night’s Dream, social class plays a part in separating characters into certain roles in the story and is an indication to the audience of what degree of sincerity and seriousness we might ought to take that character’s arc. True love is a privilege of certain classes over others, with people considered to be of a higher social class taking the roles of the lovers that experience real love and the romantic relationships of those of a lower social class are made out to be either a joke to be laughed at or something shallow. In A Midsummer Night’s Dream, the roles of the main lovers, those that are in true and deep love, belongs to Lysander and Hermia. In aShow MoreRelatedWilliam Shakespeare s A Midsummer Night s Dream1339 Words   |  6 PagesHonors For A Midsummer Night s Dream By William Shakespeare 1. Title of the book - The title of the book is called A Midsummer Night s Dream by William Shakespeare. 2. Author s name - The author of the book A Midsummer Night s Dream is William Shakespeare. 3. The year the piece was written - A Midsummer Night s Dream by William Shakespeare was believed to have been written between 1590-1596. 4. Major Characters - There are three major characters in the book A Midsummer Night s Dream by WilliamRead MoreWilliam Shakespeare s A Midsummer Night s Dream1474 Words   |  6 Pagesinstance, one could look at the movies A Midsummer Night’s Dream and Shakespeare in Love. The latter follows the life of William Shakespeare himself, everything from his love affair with Viola de Lesseps to his creation of Romeo and Juliet. A Midsummer Night’s Dream, is one of the most famous plays of Shakespeare’s, revolving around the tumultuous relationships of four lovers, aided, and sometimes thwarted by the mischief of fairies. Although Shakespeare in Love outlines a few of the characteristicsRead MoreWilliam Shakespeare s A Midsummer Night s Dream1548 Words   |  7 Pagesspoken by Helena in Act 1 Scene 1 line 234, explains that it matters not what the eyes see but what the mind thinks it sees. In the play, A Midsummer Night s Dream, written by William Shakespeare, there are several instances where the act of seeing is being portrayed. The definition of vision is the ability to see, something you imagine or something you dream. This proves that even though one has the ability to see; the mind tends to interfere and sometimes presents a different picture. VariousRead MoreWilliam Shakespeare s A Midsummer Night s Dream867 Words   |  4 Pagesspecifically how they will benefit that other person, you’re in love.† In A Midsummer Night s Dream, William Shakespeare intertwined each individual characters. Through the concept of true love and presented to the audiences a twisted yet romantic love story. The love stories of Renaissance are richly colorful, so Shakespeare used multiple literary techniques to present to the readers a vivid image of true love. Shakespeare applied metaphor in the lines of Lysander. In Act 1, scene 1, Lysander saysRead MoreWilliam Shakespeare s A Midsummer Night s Dream990 Words   |  4 PagesSymbols in William Shakespeare’s A Midsummer Night’s Dream Symbols help to play an important part in giving a deeper meaning to a story. William Shakespeare uses a variety of symbols in his play A Midsummer Night’s Dream and by using these symbols he offers some insight onto why certain events take place in the play. Symbols are sometimes hard to decipher but as the reader continues to read the symbol’s meaning might become more clear. Shakespeare uses a variety of symbols in A Midsummer Night’s DreamRead MoreWilliam Shakespeare s A Midsummer Night s Dream1397 Words   |  6 PagesShakespeare’s comedies, like those of most Renaissance playwrights, involve love and its obstacles. Much of the comedy in A Midsummer Night’s Dream derives from the attempt of Lysander and Hermia to remain together while overcoming the adult authority figure who attempts to hinder the love of a young couple. The overcoming of an obstacle functions as a common motif in Renaissance comedy. The audience must wonder, however, whether Lysander and Hermia, as well as Demetrius and Helena, actually loveRead MoreWilliam Shakespeare s A Midsummer Night s Dream1207 Words   |  5 PagesWilliam Shakespeare’s A Midsummer Night’s Dream has been categorized as a comedy play because of all the characters being passionately in love to the point of being foolish. It’s a play all about love, and the characters that are in love are only young adults, so they are still naive when it comes to love. Their naivety and foolishness regarding love is what allows them to be taken advantage of by mischievous fairies when they all run away into the woods. By critiquing the love affairs and numerousRead MoreA Midsummer Night s Dream By William Shakespeare1882 Words   |  8 PagesWritten during the Elizabethan era where gender roles played an important part in society and relationships, A Midsummer Night’s Dream by William Shakespeare portrays the interaction between both sexes, and the women’s respo nse to the expectation of such norms. Although the characters: Hippolyta, Hermia, Helena, and Titania, are portrayed as objects (both sexual and material) contingent upon their male lovers, they are also given empowerment. During the Elizabethan Era, and present throughout MNDRead MoreWilliam Shakespeare s A Midsummer Night s Dream1277 Words   |  6 Pagestogether. Nor will love ever be a controllable compulsion. Maybe we are fools for going into the perilous, eccentric universe of love; yet what fun would life be without it? William Shakespeare s play A Midsummer Night s Dream investigates the unconventional, unreasonable and unpredictable nature of love during his time. Shakespeare conveys this through the main plot of the play, which is composed of the relationships between three couples. The three couples show examples of three different types ofRead MoreWilliam Shakespeare s A Midsummer Night s Dream1442 Words   |  6 Pages William Shakespeare is estimated to have lived from 1564 to about 1616. He is often recognized as great English poet, actor, and playwright, and paved the way for many on all of those categories. Over that span he wrote many pieces that are still relevant today such as Romeo and Juliet, Hamlet, and Macbeth. I would like to take a deeper look into one on his pieces â€Å"A Midsummers Night’s Dream.† This piece is estimated to have first been preformed in about 1595 and then later published in 1600. Many

Is It Cute or Crossing the Line - 851 Words

With influences like Tom Ford, Calvin Klein, and Victoria’s Secret, the fashion industry has begun to focus more on sex instead of fashion. Unfortunately, fashion does not just focus on adults, but also on children. With new trends and fads being expressed, concerns have become undeniable; especially when it comes to fashion’s decisions on young girls’ clothing. The fashions of young girls no longer promote an essence of cuteness but of sexiness. With young models posing provocatively with close to nothing on, it seems as though, the sexualization of children has become a promising way for designers to make a profit; instead of focusing on their actual designs. Overall, the fashion industry and designers have become more acceptable with sexualizing young girls in order to sell their products, coincidentally, taking away a girls’ innocence and respect for themselves, while doing this. Using a staged photograph of ten-year-old, French model, Thylane Blondea u, posing provocatively in the January 2011 issue of Vogue Paris, for the newly launched, Jour Aprà ©s Lunes lingerie line, unfortunately illustrates the ongoing controversial issue of the fashion industry sexualizing young girls. The image depicted in the Vogue Paris promoted Sophie Morin’s new line, titled Jour Aprà ©s Lunes; a lingerie line for girls, ages four to twelve. Adorn from head-to-toe in Jour Aprà ©s Lunes’ new fashions, Blondeau posed provocatively at the camera; hands behind her head, bare-legs slightly crossedShow MoreRelatedInclusion Through Universal Design:. Influence Of Japanese1608 Words   |  7 Pagesthe sound to guide me on my last day in Shinagawa. I made it a little more than halfway before the panic of not being able to see set in. Nonetheless, when I had to rely on only the sound, it helped me to set foot in the street at the appropriate crossing time. Figure 1 Shibuya Cross Walk. The cross walk emits a chirping sound to indicate when to cross. The improved process of transportation for the visually impaired is another great example of monozukuri. Japan employs the use of tactile walkwaysRead MoreTop 5 Video Games Essay1744 Words   |  7 Pagesopen for you to listen to as you stand in line at the DMV. This is what every Game on the PSP should strive to be, simplistic, and understanding of the system’s limitations. As well as knowing that people will be playing this in short bursts, or may just chill on the can and level there character up. This was truly the pinnacle of Tekken fighting games this decade. And for that I tip my hat to the Namco Bandi team that worked on it. #4: Animal Crossing There are very few games that can makeRead MoreShort Story Of The Boy1513 Words   |  7 Pages there were people everywhere. It looked like the tsa line in an airport. The lights were so bright and flashing so much I started to get a headache as we walked in. â€Å"Damn this is nice.† I said.† I told you.† Said Jake. â€Å"I didnt know it would be this nice it doesnt look that great from the outside.† I said. â€Å"Yeah it’s kinda a sleeper club.† Said pearce. â€Å"Yea I can tell.† I said. â€Å"Yo you see that girl over there.† said Pearce. â€Å"Yea she cute.†I said. â€Å"Go talk to her then.† said Pearce. â€Å"Nah she hasRead MoreEssay Suburban Regional Shopping1017 Words   |  5 Pagescommon use of zonal merchandizing has been used in food courts, which has been proven effective. ...several new [building] projects have incorporated zonal merchandising principles, including Rivertown Crossings in Grand Ra pids, Mighigan, which...grouped some categories of stores by product line carried, and Park Meadows in Denver, Colorado...has grouped stores by customer lifestyle. Attempts to reconfigure existing centers around zonal merchandising ideas, such as the changes at Glendale GalleriaRead MoreEssay on Cultural Globalization 2084 Words   |  9 Pagesglobal media corporations. Henry Jenkins observed the impact of these global media corporations which he described as ‘corporate convergence.’ In addition, we also see a ‘grassroots convergence,’ in which fans armed with new technologies capable of crossing borders (such as the internet) prescribe to new forms of popular culture. Jenkins observed this convergence coupling as ‘pop cosmopolitanism.’ This notion of pop cosmopolitanism explains the rise in popularity of a new, reverse flow, in which JapaneseRead MoreThe Who, What, When, Where, Why and Hows of Creating a Content Marketing Strategy 952 Words à ‚  |  4 Pageshas experienced and more than once fallen because of how difficult it is to synchronize with another. You and your partner stand leg-to-leg a rope tied around them and through cues from one another; a rhythm is found (or not found) until crossing the finish line. The race of social media marketing and company promotion is like that three-legged race—it’s difficult to find a rhythm. How do you know that Facebook Marketing works? How do you know if your company would be better off promoting throughRead MoreFlannery O Connor s Everything That Rises Must Converge Essay1142 Words   |  5 Pagessitting next to one of the black men, but she doesn’t say anything. During the bus ride, Julian’s mom continously tries to play with a little black boy who’s on the bus with her mother. For some reason she finds little black children tolerable and cute but it’s when they grow up, she feels disgust towards them. Once the bus comes to a stop and both Julian and his mother get out of the vehicle, the black mother with the same hat and child hop off the same stop. Julian’s mom decides to give coins toRead MoreMotivation and Emotion1493 Words   |  6 Pagesof reasons, and those reasons may vary. We might run a marathon because: We need to lose weight That feeling of accomplishment is one we need as we cross the finish line, so we can feel that we can do anything we set our mind to, no matter how hard The medal that we get for crossing the finish line after running 26.2 is cute and we want to hang it in our office to show off to all of our friends. Theories of motivation attempt to explain why we make the decisions we make to do the things weRead MoreEssay about The Effects of Media on Society1478 Words   |  6 PagesThe companies send out scouts, almost like spies, to watch and observe these teens and see what is popular and they study us like as if we were a frog in a biology class. Well we don’t realize any of this because while they are studying us, we are crossing more advertisements in the street or while reading our Sports Illustrated magazine, or for girls their Cosmopolitan. Kids take money from their parents before going to the mall and they spend a lot of money on brand name items that they saw a modelRead MoreAnalysis Of The Poem Who Are You 1647 Words   |  7 Pagesway he struggled with his words. He must have looked like an idiot in the boys eyes, god, he should probably just shut up. Its on the cover of what I presume is a sketchbook of sorts... Frank replied, laughing softly at the boy. You re pretty cute when you blush. He pointed out with a small smile, poking Gerard s cheek. You just met me, don t pull this lovey dovey stuff on me to get in my pants dude. He said, frowning slightly and looking down to open his sketchbook with a sigh. He was

Two Kinds Free Essays

In the short story â€Å"Two Kinds†, Amy Tan uses the narrator’s point of view to share a mother’s attempt to control her daughter’s dreams and ambitions. Tan`s short story is an example of how differing personalities cause struggles between a parent and child. Children often fall victim to a parent trying too hard or expectations being too high, and in the case of â€Å"Two Kinds,† we see Jing Mei’s mother trying to live her life through that of Jing Mei. We will write a custom essay sample on Two Kinds or any similar topic only for you Order Now The outcome of her mother’s actions soon leads the narrator into feeling tension within herself, and between herself and her mother. In the beginning, we find Jing-Mei’s mother convincing her that she â€Å"can be prodigy†¦Ã¢â‚¬  (Tan 346) and that she â€Å"can be best anything. † (Tan 346). The way in which her mother portrays becoming a prodigy as such a wonderful thing for their family, Jing Mei quickly falls into her trap. At first Jing-Mei is, â€Å"just as excited as my mother, maybe even more so. † (Tan 347). The fact that Jing Mei is feeling â€Å"just as excited as her mother†; allows her mother to have a better opportunity to create the ideal identity for her daughter. At first Jing Mei is very willing to cooperate in what her mother wants her to do, but soon it gets too much for her to handle. The expectations get higher, and Jing Mei becomes resentful and unwilling. This is a very crucial point in the story because this is when Jing Mei figures out that it’s her life, and not her mothers. She thinks to herself, â€Å"I won’t be what I’m not. † (Tan 348). Even though Jing Mei begins to rebel against her mother’s wishes, this doesn’t change the fact that her mother keeps on pushing her to become something’s she is not. This is when the piano gets introduced into the story. Jing Mei’s mother gives all her time and effort into being able to provide for her daughter. She exchanges cleaning services in return for piano lessons, so that hopefully her daughter will make her proud one day. The same outcome is received from the piano lessons. Jing Mei refuses to put her best foot forward and to try something new, even though her mother has given up so much just so her daughter could succeed. Before her mother dies, Jing Mei is given the piano by her mother. She describes the piano as a â€Å"shiny trophy†. This metaphor clearly indicates her feelings about the piano and about the conflicts with her mother over her piano playing. Jing Mei takes the piano as a â€Å"shiny trophy† because in the end she has won it, on her own terms, and not by her mother’s high expectations. Jing-Mei’s mother has had an immensely difficult life, having lost her mother and father, her husband, and her two twin babies. In this respect we as the reader see that she is worthy of sympathy. The fact that she has gone through so much in her life, it is natural that she would want to make up her losses through Jing-Mei. In the beginning we are given only an objective view of Jing Mei’s mother, however, it is near the end, where we see her deepest feelings described. We see that her breaking point is when Jing Mei shouts â€Å"I wish I were dead! Like them† (Tan 353). This is the breaking point because we finally she Jing Mei’s mother give up on her daughter. It finally reaches the point where it does not matter how much her mother tries, in the end her daughter will never be who she has ideally portrayed her to be. At the end of Tan’s short story â€Å"Two Kinds†, we as the reader see that Jing-Mei’s mother is conveyed as somebody that will do anything for her daughter, whether it is working day and night in order to provide her daughter with as much tools to succeed in life, to telling her that she could have done anything she wanted if she had tried. Jing-Mei characterizes her mother as an ideal parental figure by showing how much hope she has in her daughter. Her mother’s only wishes are to give her daughter more opportunities than she had growing up in China. And by doing this she shows that no matter how many conflicts there is between a mother and daughter, a mother will never give up hope on her daughter. She will cherish her for who she is in the end. How to cite Two Kinds, Essay examples

Africa and the Atlantic World free essay sample

Africa and the Atlantic world explores the trials and tribulations of Africans being forced from their homeland and sold into slavery. Africans endured such hardships and conditions that their souls vanished with the site of mother Africa. Europeans sold and forced slaves to cultivate sugar plantations for their own profits. The Americas, Europe and Africa were involved in a cross continental system of human trafficking. African men, woman and children were shipped across the Atlantic to the Americas.Africans who survived being rapped, malnutrition, dehydration and being tortured on the voyage were sold to European masters and forced to be laves on plantations. The first major development comes in 1417, when Prince Henry of Portugal seized the Madeira Islands off the northern part of West Africa. In 1450, Portugal created the plantation system by using slave labor to cultivate sugar cane. This is important because the cultivation Of sugar was the primary reason slavery continued for 400 years. We will write a custom essay sample on Africa and the Atlantic World or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page The second major development is the discovery of the Americas by Christopher Columbus in 1492.The expedition lead to Spain gain power over the Portuguese in overseas colonization. Europeans began to then settle in the Americas and cultivated sugar, coffee, tobacco and rice. Mass human labor was needed on their plantations. Europeans referred to African slaves as black gold. European Colonizers transported over 12 million Africans. This is important because it changed the course of the African people and history. The third important development is in the sasss when African rulers negotiated trade treaties with Europeans.The African king Main-Kong agreed to an exchange of gold, iron and slaves for Portuguese guns, knives and goods. The Portuguese orchestrated village chiefs to wage war to increase the slave catch in exchange for guns. This is important because it ignited a civil war in Africa. The fourth major development is Spain and Portugal colonization of the Caribbean and South America in the sixteenth century. Their sugar crop grew just as easily as it did on the islands off the northern part of West Africa. After subduing the native peoples they implemented the plantation system.Thousands of Spanish and Portuguese ships packed with slaves sent out for the New World. By 1 750, nine out of ten West African slaves were exported to the New Worlds sugar cane fields. This is important because it increased the demand for slaves in the Caribbean and South America. The fifth major development is in 1 562, when John Hawkins n Englishman seized a slave ship and sold the slaves to the Spanish. He returned with a fat profit for Queen Elizabeth l. This was important because King Charles II granted a charter to Africa for the sole purpose of carrying slaves to Englands overseas colonies.English slave trading reached 20,000 annually, which made England the foremost slave traders in Europe. The sixth major development is the capture and sale Of slaves in Africa. Slaves marched about 550 miles to the sea, which caused some slaves to commit suicide by eating clay. Slaves died from exhaustion and starvation on the march. African sellers then sold slaves to Europeans. One African male life would be sold for thirteen bars of iron and one female life for nine bars and brass rings. This is important because it marked the beginning of a harsh destiny of the African people.The seventh major development is the middle passage. Africans were trusted into coffin size quarters in the hold of the ship. Pitiful rations led to undernourishment and confinement in iron shackles spread diseases. The need for basic hygiene killed the Africans SE respect. The sailors raped the women. Men suspected of uprising were dismembered in front of the others. This was significant because it tore Africans away from their beloved homeland and their physical and psychological will to live was diminished. The eighth major development the sale of slaves in the Americas.Survivors of the middle passage voyage had to endure another unimaginable outcome of being sold to European masters. This is significant because it marked the heinous fate of slaves in America. The ninth major development is the role of Africans in early Spanish America. Estates also known as the Black Arabian with Spanish conquistador De Vacant Were among the first non-natives to enter the interior of North America. Two Africans with Hispanic names Juan Garrison and Juan Gonzales were on De Loons expedition that seized Puerco Rice in 1508.Africans went on to help Cortes during his siege of modern day Mexico and Pizzerias conquest of the Incas in Peru. This is important because it marked the Africans not only as slaves but important navigators and soldiers in the Spanish conquests of the Americas. The tenth major event is first hand account of Aloud Quinoas journey of being forced into slavery and sold I the Americas. In 1 755, after arriving at the old slave fort at Calabash, Equation recalled the harsh conditions of living on a slave ship. When I was carried o board, I was immediately handled and tossed up, to see if were sound, by the crew. The iron shackles aggravated young Equation. The stench of the hold was intolerably loathsome and dangerous to breathe. The shrieks of woman, and groans of the dying made it impossible for him to eat, for whiff he was flogged. Even known sailors to gratify their brutal passion with females not even ten years old, Equation recalled. Equation was to young an weak to be sold on the ship after arriving to the Americas so he was shipped to Virginian plantation to be sold.This is an important text because it is a if detailed account of a slaves journey through the evil slave trade and humankind the so called heathen African stigma. The event that interested me the most is the big part that Africans played in the Spanish Conquest of the Americas. From Garrison and Gonzales helping to seize Puerco Rice to the Africans who helped seize the Capital of Denominational and the conquest of the Incas in Peru. This is the most important to me because it showed the true heart Of the soldier and navigation spirit Of the African people.The event that interested me the least was a fact that Equation recalled on the slave ship. Even known them (sailors) to gratify their brutal passion with females not ten years old. This event showed the true nature of slave ship owners who rationalized human trafficking based on the fact that Africans were heathens, who in fact themselves were the true ungodly people. In the last decade American historians may have considered that Africans were responsible for the Trans Atlantic slave trade because of the facts that African chiefs did in fact sell slaves to Europeans. In my opinion if Europeans did not expand into Africa territories and corrupt the African people with guns and power there ay have never been an African slave trade. The facts under the Course information such as Ancient civilizations unearthed among the ruins of Ancient Nubian, ancient records referring to Ethiopians as Egyptians, Herodotus referring to ancient Egyptians as black Africans, Count Victor Volley stating African people provided basic tenants to modern civilization and the Aryans stating the Sumerians were black people are very interesting points to the history of African culture.Artifacts such as Egyptian architecture, astronomical observatories uncovered in Kenya, the oldest deiced texts in Egypt, the first hospital in the temple of Impotent and the oldest known furnace in Tanzania show a great civilization Of African people. I believe these facts are covered up in todays classrooms and texts because white Europeans founded our country. Perhaps a white superior underto ne was needed to rationalize the slave trade.Also to admit that Africans were the first civilized people would make white Europeans less superior to Africans. These findings show that we need to go back with open hearts and minds to unearth the true facts of planet Earths first civilizations. In inclusion the African people went though an unimaginable hardships being ripped from their home and disconnected from their African roots.European slave traders and plantation owners profited off the blood and labor of the African nation. One can only hope that the lesson has been learned that human trafficking for slavery should have never happened. Hopefully leaders of the world will look back on accounts such as the brave young Aloud Sonorousnesss of being captured and sold, to remind them of the evil of slavery.

Automation vs. Delegation Essays

Automation vs. Delegation Essays Automation vs. Delegation Essay Automation vs. Delegation Essay Automation versus Delegation According to Webster the definition of Delegation is a person or group of persons officially elected or appointed to represent another or others. Traditionally when we use the term in a business sense, the explanation is commonly that of passing lower priority work off to someone who is entrusted to complete it, so that the delegatorâ„ ¢s time and attention can be put to use on higher priority issues or activities. Any small business owner who started out in whatever line of work theyâ„ ¢ve chosen as a result of their own expertise in whatever industry theyâ„ ¢re in will tell you that the hardest part of growing their business is letting go of the idea that they have to have their hand in every process, on every product and in every service that they provide to ensure they are giving their customers the same kind of quality product or service that they gave would give their best friends. Knowing that they canâ„ ¢t do all the work themselves and still meet the expectations of their clients and their own financial goals, they pass off work to apprentices or representatives so that they can take care of the most important aspects of their business. They delegate work to accomplish specific objectives. In a broad sense, thatâ„ ¢s why any company has employees ¦because the boss canâ„ ¢t do it all himself and meet the same financial goals. Itâ„ ¢s not so much the idea that the boss even wants to do everything himself, many times he or she doesnâ„ ¢t, however, if processes or activities could be completely automated, the need for employees would diminish and the bottom line profit margins (assuming that the maintenance would be less than salaries) would increase. The problem is that changes in technology are so fast-paced, that by the time you select some new revolutionary technology and get it implemented, it seems as though itâ„ ¢s already obsolete. In addition, most automated processes require a resident expert in the technology and use of the software, not to mention the IT people who maintain itâ„ ¢s healthy operation. Furthermore, given that employees are in fact internal customers, there are some internal processes that nearly demand a face and name as opposed to a button and password. Understanding that not every process or activity can or should be automated, any shrewd business owner will look for ways to do more with the least expenditure of their hard earned dollars. So they hire employees to do specific tasks that are core to the success of the business and unfortunately along with employees come the myriad of regulations, compliance issues and generally aggravating procedures that need to be created and adhered to. Not to mention the burden of taxes and benefits. Unfortunately most companies also hire employees to do specific tasks that are not core to their business success. For example, a dentist, regardless of the size of his practice, does not need an expert in payroll processing to give his clients better dental hygiene. Nor does a software company need an expert in Human Resources on staff to provide their clients with more innovative or better quality software applications. In both cases, the activities like payroll processing, HR, benefits and other various administrative tasks are not core to the business success. Literally, efforts devoted to these tasks are non-revenue generating and should be avoided if at all possible. Now donâ„ ¢t get me wrong. I am a huge proponent of the use of Human Capital Management as a strategic tool. Using HR experts to place the right people in the right jobs and complimenting that with the right policies and procedures not only reduces the cost of hiring and training, but also bullet-proofs the company against employee related lawsuits that can sap a companies profit margins in the pound of a gavel. However, in short, why pay top dollar to have these experts on staff when you tap service providers that have far greater expertise and are far less expensive No less am I a proponent that managing cash flow, budgeting, capital planning and financial analysis are strategic and unique to a company. However, accounts payable, accounts receivable, billing and general accounting are critical, but not core functions. As a potential investor, I would be reluctant to invest in a company whose management is focused on running the best accounting shop in their business, unless that is their industry. A service provider that can process these functions for multiple clients in the same facility can provide significant economies of scale and efficiencies, resulting in lower costs. Again, the short version is: Leave it to the people whose core business is accounting. And the functions above are by no means the only tasks that can be delegated to outsourcing experts. IT, manufacturing, e-commerce and even various types of sales are commonly outsourced to provide far-sighted business decision makers with both expertise in areas they lack and good fiscal sense to use. Yet few small and medium size business owners really understand outsourcing. To many it appears to be relinquishing control of specific areas of their business when in fact it is just the opposite. Outsourcers commonly have more procedural checks and balances in place because it is their core business, so the end result is generally of higher quality or accuracy. They have experts at the ready that some small businesses could not afford to talk to, much less use to administer a non-core function of their business. They also are in the practice of helping their clients grow by providing them with better and faster ways of doing business, not sapping them of their hard earned revenue. Delegating work to those who best know how to perform it and can do so at a lower cost is one of the most common sense business decisions and business owner can make. Outsourcing non-core business functions can provide small business owners with more time to do what they love, meaning do what they do best and not have to worry about back office (or in some cases even front office) activity. Experts say that those companies that are not developing an outsourcing strategy are behind the curve. The bottom line is that delegating business functions via outsourcing providers directly impacts the bottom line. Clearly we are leaps and bounds past where anyone would have dreamed related to automation of business processes on every level, but until we have talking heads on a computer screen that can answer literally any question that anyone asks and perform any procedural task with unfailing accuracy, Iâ„ ¢ll stick to what I know. And what I know is that I donâ„ ¢t know everything. That said Iâ„ ¢ll leave my non-core business functions to those who do.

How to Create Your Own Homeschool Curriculum

How to Create Your Own Homeschool Curriculum Many homeschooling parents- even those who start out using a pre-packaged curriculum- decide somewhere along the way to take advantage of the freedom homeschooling allows by creating their own course of study. If youve never created your own teaching plan, it can sound daunting. But taking the time to put together a customized curriculum for your family can save you money and make your homeschooling experience much more meaningful. Here are some general steps to follow to help you design a curriculum for any subject. 1. Review Typical Courses of Study by Grade First, you may want to research what other children in public and private schools are studying in each grade in order to make sure your children are covering approximately the same material as other students their age. The detailed guidelines linked below can help you set standards and goals for  your own curriculum. Typical Course of Study for Elementary SchoolTypical Course of Study for Sixth GradeTypical Course of Study for Seventh GradeTypical Course of Study for Eighth GradeTypical Course of Study for Ninth GradeTypical Course of Study for Tenth GradeTypical Course of Study for Eleventh GradeTypical Course of Study for Twelfth Grade 2. Do Your Research. Once you have determined what subjects you will cover, you may need to do some research to make sure you are up-to-date on the particular topic, particularly if its one you are not already familiar with.   One solid way to get a quick overview of a new subject? Read a well-written book on the topic aimed at middle schoolers! Books for that level will tell you everything you need to know to cover the topic for younger students, but still be comprehensive enough to get you started on a high school level. Other resources you can use include: Popular nonfiction young adult books;Websites about a subject for students;Review books written for high school students;Self-help books for adults (such as the For Dummies series);Textbooks, particularly ones that are recommended by other homeschoolers. As you read, make notes on key concepts and topics you may want to cover. 3. Identify Topics to Cover. Once youve gotten a broad view of the subject, start thinking about what concepts you want your children to learn. Dont feel you have to cover everything- many educators today feel that digging deep into a few core areas is more useful than skimming over many topics briefly. It helps if you organize related topics into units. That gives you more flexibility and cuts down on work. (See below for more work-saving tips.) 4. Ask Your Students. Ask your children what they would like to study. We all retain facts more readily when were studying a topic that captivates us. Your children may be interested in topics that fall right in line with what youd want to cover anyway, such as the American Revolution or insects. However, even topics that may not seem educational on the surface can provide valuable learning opportunities. You can study them as-is, weave in related concepts, or use them as a springboard for more in-depth topics. 5. Create a Timetable. Figure out how long you would like to spend on the subject. You can take a year, a semester, or a few weeks. Then decide how much time you want to devote to each topic you want to cover. I recommend creating a schedule around units instead of individual topics. Within that time period, you can list all the topics you think your family would like to learn about. But dont worry about individual topics until you get there. That way, if you decide to drop a topic, youll avoid doing extra work. For instance, you may want to devote three months to the Civil War. But you dont need to plan out how to cover each battle until you dive in and see how it goes. 6. Select High-quality Resources. One big plus of homeschooling is that it lets you use choose the very best resources available, whether they are textbooks or alternatives to textbooks. That includes picture books and comics, movies, videos, and toys and games, as well as online resources and apps. Fiction and narrative nonfiction (true stories about inventions and discoveries, biographies, and so on) can also be useful learning tools. 7. Schedule Related Activities. Theres more to learning a topic than accumulating facts. Help your kids put the topics you cover into context by scheduling in field trips, classes, and community events that relate to the subject you are studying. Search out museum exhibits or programs in your region. Find experts (college professors, craftspeople, hobbyists) who might be willing to talk to your family or homeschool group. And be sure to include lots of hands-on projects. You dont have to put them together from scratch there are lots of well-made science kits and arts and crafts kits, as well as activity books that give you step-by-step directions. Dont forget activities like  cooking, making costumes, creating ABC books, or building models. 8. Find Ways to Demonstrate What Your Kids Have Learned. Written tests are just one way to see how much your students  have learned about a subject. You can have them put together a research project that includes an essay, charts, timelines, and written or visual presentations. Kids can also reinforce what theyve learned by making artwork, writing stories or plays, or creating music inspired by the subject. Bonus Tips: How to make writing your own curriculum quicker and easier: Start small. When youre writing your own curriculum for the first time, it helps to start with one unit study or one subject.Keep it flexible. The more detailed your teaching plan, the less likely you are to stick to it. Within your subject, pick a few general topics you want to touch on. Dont worry if you come up with more topics than you can possibly cover in one year. If one topic doesnt work for your family, youll have options to move on to. And nothing says you cant continue on with a subject for more than a year.Choose topics that interest you and/or your kids. Enthusiasm is contagious. If you child is fascinated with a subject, chances are you will pick up some factoids about it as well. The same goes for you: Teachers who love their topic can make anything sound interesting. Writing your own curriculum doesnt have to be a daunting task. You might be surprised to discover how much you enjoy personalizing your familys curriculum- and how much you learn along the way. Updated by Kris Bales

The appearance of nostalgia for American cinema's history in the films Essay

The appearance of nostalgia for American cinema's history in the films of the 1970s - Essay Example trayed at least one nuclear family and at least some kind of prosperity in his film, for this is the stereotype that was assumed by the early 1970s – that the 1950s were a time of nuclear family and father knows best. A time of unlimited dreams and houses in the suburbs. Picket fences and family dogs. Benevolent fathers who dispense advice, and mothers who wear aprons and bake cookies. That sort of image. These images are stereotypical, yet are still the stuff of 1950s fantasies. These images are also not the way that it really was. Stephanie Coontz (1997) provides a coherent counterpoint for this idealized version of the 1950s. Coontz states that, although Americans in 1996 voted the 1950s as the most idyllic time for a child to grow up, in reality, the decade still left much to be desired. The 1950s was a time of prosperity, in that wages were growing at a higher rate than any other decade, while the median priced home was only 15 to 18 percent of a man’s salary. Yet, women were not treated well, nor were minorities, and parents did not communicate well with their children. The children of the 1950s, meanwhile, have stated, by and large, that they would not want the same marriage as their parents. They state that their fathers did not provide good role models, and their mothers could not be happy (Coontz, 1997, p. 34). Coontz argues that the nostalgia for the 1950s was rooted in a desire to return to a time when kids were kept on the straight and narrow. The decade was also seen as family friendly, presumably because it was the decade that is not necessarily known for the pornography and media violence that has marked the decades hence. There was also a feeling of optimism (Coontz, 1997, p. 35), more than what is seen in the current decade, and, certainly, more... Movies may give the viewer a sense of nostalgia.This is when the movies portray events that occur during a period of time in a somewhat idealized way. Rock Hudson and Doris Day movies provide a nostalgic view of the 1950s, in that these were cute romantic comedies that featured a masculine man, a pretty petite woman and lots of innocent fun. Westerns may provide a sense of idealization, when it shows the land as being a place of dreams, the hero always wins, and the anti-hero is redeemed. This is not the case with the two movies explained below, The Last Picture Show and Days of Heaven. The Last Picture Show and Days of Heaven represent a different time period from the present, neither of them are particularly nostalgic. As Cook (2005 ) states, nostalgia is a kind of fantasy, so much so that it is more inauthentic then memory. Nostalgia would depend upon an idealized version of what was really true and this is not the case with these two films. The Last Picture Show takes the convent ional wisdom of the 1950s – that this was a time of nuclear families, lemonade stands, picket fences, benevolent fathers and mothers, and obedient children – and stands them on their head. The kids in this film are immoral and crass, one of the central adults is an adulterous drunk, and another central adult is carrying on an affair with a 17-year-old boy. Only Sam the Lion serves as a nostalgic touchstone, as he embodies the values that are supposedly ascribed to this time - virtuosity, wisdom, courage and patience.

Strategic Analysis and Choice Essay Example | Topics and Well Written Essays - 2750 words - 2

Strategic Analysis and Choice - Essay Example This report highlights the changing strategic intent of DuPont and describes how its recent strategic evolution defies certain industry norms and brings measurable, positive outcomes that supersede competition. Strategic intent is defined as â€Å"capturing the essence of winning, is stable over time, and sets goals that deserve personal effort and commitment† in order to reach specific strategic goals (auburn.edu, 2010, p.2). Strategic intent deals with the different planning mechanisms required to reach corporate goals and outlines the specific objectives that the strategic leadership desires to achieve. Intentions identify how leaders hope to position the business for the long-term to deliver value to all stakeholders and shareholders whilst at the same time focusing on growth or sustainability to ensure ongoing profitability. The environment in which DuPont is forced to work is marked by uncertainty and considerable risk that comes from market factors, many of which are beyond the control of strategists at the company. These include specific pressures that come from global demand decreases along with rising costs in areas of raw materials, energy and transportation (infosys.com, 2010). These externalities impact many different issues ranging from human resources and staffing, to cost control, to even research and development needs based on fluctuating market conditions. Strategic intent at DuPont, when facing these market conditions, involves understanding the environment that the company serves and limiting excess in areas of financial cost reduction and operational management. This industry has also seen massive decline in demand for certain products, such as its Coatings and Color Technologies business segment, therefore buyers have been destocking their inventories in response to the global recession (DuPont, 2008). All of these factors have influenced a

Brand Placement in the Indian Film Industry

Brand Placement in the Indian Film Industry Churning out nearly 1,000 films a year, the Indian film industry is the largest in the world. Now, aided by technological advancements, the industry is set to take a further leap across production, exhibition and marketing. In such a scenario, product placement in mainstream films deserves a renewed focus because as a marketing communication tool, it is fast emerging as the medium with maximum potential to capture and covert audiences to potential consumers. This is especially relevant in a world where traditional media vehicles are increasingly failing to reach the consumers for various reasons.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Brand/product placement is a promotional tactic used by marketers in which a real commercial product is used in fictional media, and the presence of the product is the result of an economic exchange, it is an advertising technique in which the companies pay a fee or provide service in exchange for a prominent display of their product. Product placement occurs in plays, films, television series, music videos, video-games and books. The objective of such brand communication is to expose the audience to a brand, whereby the effect can be maximized in terms of increased awareness and higher recall, so that the customer will buy the brand which has maximum recall; and to satisfy the customer to optimum level.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   This research paper looks at the rationality of brand placement, the possible congruity that can be built in the story, as indicators of success of effective brand placement in films and if so, as variables in bringing desired change in consumers attitude. The paper highlights the basic reasons for placing products and brands in Mainstream Hindi films and the effectiveness of these placements as a tool for enhancing the recall value of brands in long run brands in the films. This paper also gives insight as to how audiences react to product placement, do they think it as an effective alternative media, if it has any impact on them and if they find it ethical.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The research incorporated case studies of four mainstream Hindi films, selected on basis of their box office fate and the amount of brand placement. These films are then anaysed in terms of effectiveness of the variety of placements in bringing the desired recall and recognition values. The four films selected include Om Shanti Om, Goal, Chak De! India, and Lage Raho Munna Bhai. The research concludes with suggestions regarding areas for future research.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Product placement has come as a blessing in disguise for both, the brand and the filmmaker. Through it, the brand managers get the clutter breaking opportunity to look beyond the 30 sec TV commercial and the filmmaker gets to earn huge revenues by just showing the brand being used by protagonist or let it exist in the background. The deal is just perfect for both of them. But the most important person in the deal is the consumer who is vigilant and smart enough to notice whats served to him and has reservations against in your face placements. Surely he does not want more intrusion in his life. Hence, product placement has arrived and here to stay. But a word of caution is to be always kept in mind, by both the brand and the filmmaker- if as communication purveyors they are looking for better and innovative means of reaching the consumer, the consumer himself is already bombarded with marketing tactics from all over and in the three hours of movie, he would want to forget about all these intrusions, including advertising. Thus overdose of brand placement will only drive away the consumers from the cinema halls, resulting in a flop film and a failed marketing endeavor. INTRODUCTION BACKGROUND The Concept of Product Placement Product Placement in Movies Types of Product Placement Brand Placement is Different from Celebrity Endorsement The Opportunity of Brand placement, Consumer Information processing and Issue of Brand Congruity WHAT IS PRODUCT PLACEMENT? A product placement is the inclusion of a product, package, signage, a brand name or the name of the firm in a movie or in a television programme for increasing memorability of the brand and instant recognition at the point of purchase. Placements can be in form of verbal mentions in dialogue, actual use by character, visual displays such as corporate logo on a vehicle or billboard, brands used as set decorations, or even snatches of actual radio or television commercials. The objective of this communication strategy is to expose audience to a brand, whereby the effect can be maximized in terms of increased brand awareness and higher recall, so that the customer will buy the brand which has the highest recall; and to satisfy the customer to optimal level. Because of proliferation of advertisements and the consequent difficulty in getting commercial messages to reach and influence potential customers, product placement appears as an interesting alternative to traditional marketing communication tools. Basically, there are three ways product placement can occur: It simply happens. Its arranged, and a certain amount of the product serves as compensation. Its arranged, and there is financial compensation. Sometimes product placement just happens. A set dresser, producer, director, or even an actor might come across something he thinks will enhance the project. Usually this has to do with boosting the level of credibility or realism of the story being told. Example can be use of Tata Indigo car in movie Aaja Nachle. The car has been used to as mode of transport for the lead actress both when she arrives from abroad and when she goes back. Interestingly the vehicle is widely used as commercial luxury vehicle in many Indian towns. So use of this car added a touch of realism in the movie. However, when contacted, the representatives of the car company denied being approached about the use of their product. Arranged product placement deals fall into two categories: Trade-off of integration or placement for a supply of product Financial compensation for placement or integration The most common type of deal is a simple exchange of the product for the placement. Example, lets say the production team wants lead actor to display a quirky affinity for a particular type of beverage. This will come across rather strongly over the course of the program which means the chosen product could get a lot of air time. It turns out that someone on the crew knows someone who works for that beverage. The production people approach the beverage company folks with a proposal and a deal is made; in exchange for the airtime, the cast and crew are provided with an ample supply of the beverage at work. Example: the movie Krish where the lead actor drinks a lot of Bournvita. Sometimes, a gift of the product isnt an appropriate form of compensation, so money powers the deal. Imagine that the marketing team at Tag Heuer has heard about this project and feels that, given the star power of the actor playing lead, this project would be a great vehicle for showcasing its product. Someone from Tag Heuer approaches the set dresser with a financially lucrative proposal. Eventually, they come to an agreement and the wristwatch casually appears in several scenes. Before product placement really saw a surge in the mid 1990s, it was pretty much a do it yourself effort. Now there are specific corporate positions and entire agencies that can handle the job. Some larger corporations will dedicate personnel to scout out opportunities for product integration or placement within films, television shows and even games and music. Good example would be Madisons specialized division for in-film branding, MATES. PRODUCT PLACEMENT IN MOVIES Every frame in a movie has an opportunity for branding. With that intent, a number of marketers are now using movies to project the core values of their brands. In-film advertising, in its most effective form, is about a brand being a part of cinemas content. Many global brands are now turning to this medium for the sheer impact that a movie can make on its audiences. Product placement in movies has gained momentum all over the world. The practice of using branded products in Hollywood movies started as casual process since 1940s. The earliest example would be 1945 movie Mildred Pierce with film star Joan Crawford drinking Jack Daniels bourbon whiskey. The current Hollywood movies feature a plethora of products ranging from telecommunications (Motorola, Nokia), automobile (Audi, BMW, Chrysler, Jeep, Lada and Mercedes) to other products like FMCG goods, Tobacco etc. Good examples are James Bond movies. Indian mainstream Hindi films, popularly known as Bollywood the world over, caught up with the trend in 1970s with Rajkapoor using Rajdoot in his movie Bobby. Popularity of movies as medium for product placement grew because of the increasing difficulty of using television as an effective medium to target audiences. The film medium provides an excellent message reach and message life and an effective method of popularizing and immortalizing brands. One of the key drivers for movies becoming a popular medium for product placement has been the increasing difficulty of using television as an effective medium to target audiences. The advent of cable and satellite television has meant that audiences have become more fragmented and tend to demonstrate a greater level of ad avoidance. By contrast, the film medium provides an excellent message reach and message life and an effective method of popularizing and immortalizing brands. The movie-goers vicariously experience the brand as they make a connection between the film, the actor, the product and its consumption, and argue that product placement acts as a perceptual clue which directs behavior to purchase a product to satisfy a need or reinforce a social status. Movie product placement is viewed as a cheaper and more effective alternative to traditional marketing communications, despite its inflexibility, but as a result of the establishment of specialist placement agencies, and thro ugh increased brand exposure through cable, satellite, video and DVD, a typical movie with international distribution can reach over one hundred million consumers from box office to TV. There seem to be three reasons why marketers consider product placement in movies as interesting communication strategy. First watching a movie is high attention and involving activity. The particular exposure context associated with movies in theatres (lights off, minimal noise and distraction possibilities, large screen, difficulty in moving around, no zapping) is bound to lead to a high level of consumer attention as opposed to, say, listening to television. In addition, movie goers expend some significant effort (choosing a movie, driving to the theatre, finding a parking space, staying in line, finding a seat) and money (transportation, parking, tickets) in order to go to a movie and therefore quite involved during the show. Second, successful movie attract large audiences. A blockbuster movie like Om Shanti Om for instance has been seen by millions of people, and this does not include video purchases and rentals, and eventual television broadcast. Therefore from a strict cost per viewer point of view, a product placement in a movie is a real bargain. Finally product placement represents a natural, non aggressive, non persuasive way of promoting brand or a firm. Hence it may lead to less counter arguing and internal zapping from consumers. Such success stories firmly establish the importance of product placement. The use of feature films as a strategy for introducing new products has grown increasingly sophisticated. Savvy marketers now build elaborate marketing communication plans cross-promoting films and brands. For example, Audi used 2004s Babul, a film by Ravi Chopra, as an integrated element for introducing a new model, the Audi A6. It was judged the most successful promotion of 2004. Subhash Ghai was one of the early filmmakers to do product placement on a real large scale. Bollywood insiders say Ghai recovered production cost from Coke and other products even before the release of films like Yaadein and Taal. In future 40% of a films revenue will accrue from streams like TV, online rights, product placements and digital downloads. Video-on-demand, IPTV and DTH are already fetching handsome returns. Then, of course, there is the overseas market, which is expanding fast. In 2007 alone, at least a dozen Hindi Mainstream films have crossed a US $ 1 million mark in the UK an US. As successful marketing efforts incorporating motion pictures continue to mount, the casual use of brands as props will diminish. While current practice does not require filmmakers to identify brands placed in films, viewers can reasonably assume that prominently featured brands have offered some compensation or other consideration in exchange for the appearance. TYPES OF PRDUCT PLACEMENT In films, product placement can be divided into three broad categories: Implicit Mode: in this the star appears in a situation and is seen openly stating that he is using the product/brand. For example, in the movie Chalte Chalte, Shahrukh Khan is seen asking his worker to fill Castrol in his truck. Imperative Mode: In this the star would ask his friend/co-worker/peer to use the product. For example, in the movie Koi Mil Gaya, Hritik Roshan is seen recommending Bournvita to Priety Zinta and her mother in the film. Co-present Mode: in this, the star appears in some kind of setting with the product or he or she could be seen consuming or using the product. In the movie Diljale, love is the ulterior theme, and Sonali Bendre, the lead actress is shown expressing her love through Archies cards, thus revolving around the social expression feel of the Card makers. BRAND PLACEMENT IS DIFFERENT FROM CELEBRITY ENDORSEMENT The celebrities endorse product and brands with commercial reasons, which normally come in the breaks in television programmes or in cinema halls. The phenomenon of zipping and change in television usage behavior due to surfing during the commercial breaks has reduced effectiveness of television commercials. Similarly commercials of cinema hall are found to be of low involvement as audience takes them as blocks between the reasons of visiting the cinema hall and the time available to them for entertainment. So the brand communication and the entertainment product are viewed differently from the audience of both media. Brand placement provides an opportunity where the involved audience gets exposure to the brands and products during the natural process of narration of movie or television commercial. THE OPPORTUNITY OF BRAND PLACEMENT, CONSUMER INFORMATION PROCESSING AND ISSUE OF BRAND CONGRUITY   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Of late there have been attempts by Indian producers and brand managers to come together and place the brand in a situation where the audience is captive and more prone to show high level of retention. Many consumers and researchers are of the view that this method is excessive commercialization of media and intrusion in life of viewer.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The viewer does not necessarily go there to see the brands; rather he is going to the cinema hall to escape from the realities of life. Brand managers are using different type of placements to make the brand look obvious at the point of emergence. They are also integrating the brand presence with the plot of the cinema, so that the audience does not feel the brand to be out of context. The brand should also be reflective of the class of user of character in the film. If the plot connection is missing and the brand is not reflective of the characters class of usage, then probably the whole brand placement exercise will be futile. The success of Indian movies is not based on sound fundamentals which is evident from the number of feature films flopping every year. So if the vehicle in which the brand is placed does not have the required viewership, then the tariff charged to bring brand at some point of the story will also go in drain .   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Films are selected as context of research for various reasons as explained below.   Compared to television, movie viewing has higher involvement. While watching a television programme, the viewer can do multifarious work at home setting, which may affect the attention degree span of the audience and hence, reduce the overall effectiveness of the medium for enhancing brand retention. In opposition to this argument, is the movie going behavior where the viewer makes a voluntary choice for viewing (exposure) a specific film (product) at a cost (time, financial, opportunity cost) for the purpose of wholesome entertainment. So he is more receptive to brand communication provided to him in the movie hall while watching the movie of his choice.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   It has been observed from research that brand recall for commercials shown during the television programmes with higher level of TRPs are very poor due to the channel switching behavior. High level of media clutter, similarity of programming across channels, channel switching behavior are the factors responsible to generate sufficient level of research interest in researchers at the practice of brand placement in movies.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Brand placements are used to increase the level of brand knowledge among consumers as in every advertising medium. The uniqueness of the medium is found in the process of exposure and congruity of brand in the story. There is no competitive exposure in the same medium at the same time, unlike television of newspapers. This is significant as it may increase the level of brand knowledge. Brand knowledge is conceptualized as brand node in memory to which a variety of associations are linked. So it is important to identify the properties of the brand node and brand association.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The factors important for product placement include the level of abstraction and qualitative nature of the brand memory effect and the congruity among brand associations affects the favorability, strength and uniqueness of the brand associations. The factors being: Brand awareness: It is the strength of brand node or trace in the memory as reflected by consumers ability to identify the brand under different conditions. Brand image: It is the set of perceptions, held in the consumers memory, as reflected by brand associations. Are the other informational nodes linked to the brand node in memory and contain the meaning of the brand for the consumers? Brand Attitudes: they are the overall evaluation of the brand by the consumers. They often form the basis of consumers choice. Other variables affecting Brand placement are- Favorability of Brand Associations: Associations differ according to how favorably they are evaluated. The success of a marketing program largely depends on the ability of the marketing program in creating the trust among consumers that the attributes and associations benefits are there in the brand talked about in communications. The Strength of Brand Association: It depends on how the information enters consumers memory (encoding) and how it is retained as part of brand image (storage). Strength is a function of both the amount or quality of processing information received at encoding (how much the person thinks about the information) and the nature or quality of the information at the encoding end (the manner in which the person thinks about the information). Congruence of a Brand: the congruence of the brand with the story of the film and presentation in the film is another measure. Congruence is defined as the extent to which the brand association shares the content and meaning with other brand associations. This explains how easily one existing brand association can be recalled and how additional associations can be linked to the brand node in memory. Brand Leverage: Compares the characteristics of the secondary associations with those of primary brand associations. The secondary associations are derived out of the usage of the brand by the character in the film. Example in the film Taal, the hero uses the bottle of Coke as a symbol of exchange of love and this contextual placement increases the strength of association of the brand. Earlier researches have shown the importance of a strong link between the brand and the film. The stronger the link, the greater is the impact between the brands image and the attitude towards the brand sponsor.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Increase in product placements and institutionalization of the industry indicate that advertisers are using the technique to sway consumers brand attitudes. The type of placements should look natural to the narration, as consumption symbols are often used to enrich the plot, theme and characters of popular culture texts. Some consumers may feel that the use of brand names in popular culture simply reflects the increased commercial content of a culture or the producers efforts to enhance the realism of their film. However, in case where the brand takes a major role in the story of the film as in the movie Friends, or where its presence in the movie might look suspect as in the movie Yaadein, the audience may realize that it was placed there to affect their judgments and they may counter argue them just as they do to the traditional advertising messages. Advertising gurus claim that in-film advertising is a very shaky business and most marketers have a tendency and temptation to go overboard with the result that the film would end up becoming a long advertising commercial. Others say that since marketers always tried to stretch their advertising rupee in order to obtain the maximum bang for their buck with the result that brand suffered. However, most advertising professionals vouch for the fact that films, by virtue of being quite engaging, are one of the cost-effective and effective mediums for advertising. If a consumer watches a particular scene and the advertisement is well embedded into that, it will remain, they say. This can be referred to the fact that the girls beating the boys fighting sequence in Chak De has been referred to as the McDonalds fight scene merely because it takes place in one of the outlets. Again, there is no mention of McDonalds in the entire film as it has been seamlessly embedded. Film content of any kind can be used to build brands. The last one year has been rather active in terms of in-film placements and branding through films. However, the placement of brands such as Ultra Tech poses a big challenge especially considering that there is no obvious benefit in sticking to stereo-types and force-fitting the Brand in films theme or storyline, he said Literature survey in the Indian context was more disheartening despite the fact that brand placement is used more and more in Indian films these days. There are hardly any evidences of work carried out on brand placement in Indian Movies.   The Indian Hindi film industry id the largest in the world in terms of number of movie produced. Yet the success rate of the movies in Indian film industry is very less. If a proper research on brand placement can be done, it can guide the producers, brand managers and academicians to develop and effective brand placement strategy in which the risk of the film making and failure will come down substantially in the Indian market. The producers can charge a price for the brand placement and cover a production cost; the brand managers will find a platform to communicate with the audience about their brands in more effective manner than conventional television advertising. PROMINNENT EXAMPLES OF SUCCESSFUL PRODUCT PLACEMENTS IN SOME MAINSTREAM FILMS (In Recent Times) SOME FAILURES TOO SUCCESSES Bollywood has finally discovered branding. In 2007, according to industry estimates, brand cameos earned around Rs 200 crore, and as a result, even small-and medium-budget movies as well as animated films are hoping to cash in on this new and lucrative revenue stream. Indeed, media analysts and industry watchers expect that figure to climb to Rs 800 crore by 2010. Some of the select successful instances of brand placement in recent times are cited below: Rang De Basanti: Rakyesh Omprakash Mehras Rang De Basanti was probably the most successful Bollywood branding in 2006 with its limited edition RDB Coca-Cola bottle, and cameos of Airtel, LG, Berger and Provogue in the film. Coke, in a first of its kind attempt, launched Coca-Cola bottles branded with the RDB title and Amirs picture and produced a movie trailer that was a montage of shots from the film and Cokes Piyo Sar Uthake campaign. Just the right kind of media partners, the films marketing ensured good and effective publicity and both the brands and the movie generated a lot of mileage from each other. Krrish: Rakesh Roshans Krrish, now a case study of Indian Institute of Management, Indore, prominently featured Singapore Tourism Board, Sony, John Players, Bournvita, Tide, Hero Honda, Boro Plus, Lifebuoy, HP Power, Acron Rangeela, Hansaplast and Lays chips, followed by merchandising of Krrish masks, lunch boxes, water bottles. Its merchandising sold like hot cakes among children. Krrish made 12 crores out of product placement. Don: Farhan Akhtars Don promoted Tag Heuer watches, Motorola, Garnier, Citibank and, of course, Oakley sunglasses as well as Louis Philippe outfits. The placement ensured that the viewer noticed dons phone, his laptop, his watch, hia sunglasses and the brand names were the focus of the camera work. But it was still done in a subtle way and did not come across as being imposed on viewer. Dhoom 2: Sanjay Gandavis Dhoom 2 promoted Coke, Pennzoil, Pepe, Sony, Disney channel, Sugar Free, McDonalds, Speed, and Suzuki Zeus. The movie was quite an opportunity for Coke, for both the brand ambassadors of Coke were starring in the movie together for the first time. The cool couple drinking the always coolest drink, perfect for Coke! The cola company had a special campaign for Dhoom 2 where Hrithik Roshan encouraged youngsters to take a swig and go dhoom. Main Hoon Naa: Farah Khans first movie Main Hoon Naa featured the following brands- Reebok, Cafà © coffee day, Frito Lays, Levis, LML. MHN was an example of optimum utilization of branding in a film. The story of the film revolved around youth hence it gave us the scope of using lifestyle and youth centric brands. The brands that were involved were the ones keeping the modern day college goers in mind, for which using brands is just a way of life. The brands were woven into the screenplay in a manner where it looked like a modern day college going youth was using the product natural yet conspicuous. Baghban: One of the clear cases of effective placement in recent times was BR films family drama Baghban. The movie creatively integrated five brands in it. The brands included were ICICI Bank, Tata Tea, Archies, Ford and Tide. Baghban truly depicted the craft of product placement. And these are not mere stating of the brands featured. These placements result in stupendous impact in consumers as delineated by the sales figures of the featured brands, before and after product placement. After Bournvita featured in Krrish, it reported a increase in sales by 15% and intention to use brand by 9%*. Domios registered greater footfall in its outlets after its placement in Phir Hera Pheri. Garnier recorded a product recall of 46% after it got featured in the movie Chup Chup Ke. Lays got an additional endorsement from Priyanka Chopra after she was shown munching on the snack in Krrish, thus re-establishing Lays as cool snack.   After Reebok featured in key scenes in Viruddh, the brand boasted of having got verbal endorsement of Amitabh Bacchan, and extensive reach through multiple showcasing of the film on multiple vehicles. Tanishq recorded a average minimum revenue of 1.45 crore from its Paheli collection. And as if that was not all, they recorded a increase in purchase intent by 13% and favorability of the brand by 10%!!! That says a lot about the success of brand placements. FAILURES There is always the other side of the coin! Academicians from Universities say that currently, embedded advertising still needs to grow in India. It is like a deranged marriage, the brand most often does not fit into the film the way in which it should. The reason is that most filmmakers still do not think of it as a revenue stream, they say. So apart from the huge successes, there were some bad failures as well. Few of them are: Ta Ra Rum Pum: After you see drivers and cars layered by brands of their sponsors, Ta Ra Rum Pum a film on racing cars would seem like the perfect avenue to showcase such similar branding. After all seeing these brands is what weve come to expect, but corporate honchos didnt seem happy just with being there. So they mustve insisted on special close-ups and zooms for their brands. As a result we get a good dose of Castrol, Goodyear and Chevrolet periodically through this film. Salaam E Ishq: Salaam E Ishq was another product-friendly movie. With such an extensive star cast and lavish set designs the director mustve felt the need for corporations to cover up costs. Of the many placements there was one that stood there screaming for attention. John Abraham and Vidya Balan play a couple in love so on the day of their anniversary John decides to gift his lady love with a diamond set. For those curious about the brand, it was Ira Jewellery and the makers give more than a glimmer to those who wonder. To make things worse, the camera decides to zoom more on the brand than the jewels. Victoria 203:   If youre one of the few people that watched the remake of Victoria 203, youd probably be gripped by the urge to buy diamonds, more specifically Gitanjali Diamonds. Thats because Gitanjali has been constantly mentioned throughout the first half an hour. The makers go to the extent of giving the viewers an unwanted history lesson about the Choksi family that owns the company and their legacy. VirruddhFamily Comes First: In terms of product placements, Viruddh went to the extent of shoving their branded products down audiences throats. What made this blatant promotion unbearable was that Virruddh was made as a serious film about a grieving family and their dead son. Obvious instances were where Sanjay Dutt posed with a can of Elf Oil in his garage and John Abraham praised how great the services of Western Union Brand Placement in the Indian Film Industry Brand Placement in the Indian Film Industry Churning out nearly 1,000 films a year, the Indian film industry is the largest in the world. Now, aided by technological advancements, the industry is set to take a further leap across production, exhibition and marketing. In such a scenario, product placement in mainstream films deserves a renewed focus because as a marketing communication tool, it is fast emerging as the medium with maximum potential to capture and covert audiences to potential consumers. This is especially relevant in a world where traditional media vehicles are increasingly failing to reach the consumers for various reasons.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Brand/product placement is a promotional tactic used by marketers in which a real commercial product is used in fictional media, and the presence of the product is the result of an economic exchange, it is an advertising technique in which the companies pay a fee or provide service in exchange for a prominent display of their product. Product placement occurs in plays, films, television series, music videos, video-games and books. The objective of such brand communication is to expose the audience to a brand, whereby the effect can be maximized in terms of increased awareness and higher recall, so that the customer will buy the brand which has maximum recall; and to satisfy the customer to optimum level.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   This research paper looks at the rationality of brand placement, the possible congruity that can be built in the story, as indicators of success of effective brand placement in films and if so, as variables in bringing desired change in consumers attitude. The paper highlights the basic reasons for placing products and brands in Mainstream Hindi films and the effectiveness of these placements as a tool for enhancing the recall value of brands in long run brands in the films. This paper also gives insight as to how audiences react to product placement, do they think it as an effective alternative media, if it has any impact on them and if they find it ethical.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The research incorporated case studies of four mainstream Hindi films, selected on basis of their box office fate and the amount of brand placement. These films are then anaysed in terms of effectiveness of the variety of placements in bringing the desired recall and recognition values. The four films selected include Om Shanti Om, Goal, Chak De! India, and Lage Raho Munna Bhai. The research concludes with suggestions regarding areas for future research.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Product placement has come as a blessing in disguise for both, the brand and the filmmaker. Through it, the brand managers get the clutter breaking opportunity to look beyond the 30 sec TV commercial and the filmmaker gets to earn huge revenues by just showing the brand being used by protagonist or let it exist in the background. The deal is just perfect for both of them. But the most important person in the deal is the consumer who is vigilant and smart enough to notice whats served to him and has reservations against in your face placements. Surely he does not want more intrusion in his life. Hence, product placement has arrived and here to stay. But a word of caution is to be always kept in mind, by both the brand and the filmmaker- if as communication purveyors they are looking for better and innovative means of reaching the consumer, the consumer himself is already bombarded with marketing tactics from all over and in the three hours of movie, he would want to forget about all these intrusions, including advertising. Thus overdose of brand placement will only drive away the consumers from the cinema halls, resulting in a flop film and a failed marketing endeavor. INTRODUCTION BACKGROUND The Concept of Product Placement Product Placement in Movies Types of Product Placement Brand Placement is Different from Celebrity Endorsement The Opportunity of Brand placement, Consumer Information processing and Issue of Brand Congruity WHAT IS PRODUCT PLACEMENT? A product placement is the inclusion of a product, package, signage, a brand name or the name of the firm in a movie or in a television programme for increasing memorability of the brand and instant recognition at the point of purchase. Placements can be in form of verbal mentions in dialogue, actual use by character, visual displays such as corporate logo on a vehicle or billboard, brands used as set decorations, or even snatches of actual radio or television commercials. The objective of this communication strategy is to expose audience to a brand, whereby the effect can be maximized in terms of increased brand awareness and higher recall, so that the customer will buy the brand which has the highest recall; and to satisfy the customer to optimal level. Because of proliferation of advertisements and the consequent difficulty in getting commercial messages to reach and influence potential customers, product placement appears as an interesting alternative to traditional marketing communication tools. Basically, there are three ways product placement can occur: It simply happens. Its arranged, and a certain amount of the product serves as compensation. Its arranged, and there is financial compensation. Sometimes product placement just happens. A set dresser, producer, director, or even an actor might come across something he thinks will enhance the project. Usually this has to do with boosting the level of credibility or realism of the story being told. Example can be use of Tata Indigo car in movie Aaja Nachle. The car has been used to as mode of transport for the lead actress both when she arrives from abroad and when she goes back. Interestingly the vehicle is widely used as commercial luxury vehicle in many Indian towns. So use of this car added a touch of realism in the movie. However, when contacted, the representatives of the car company denied being approached about the use of their product. Arranged product placement deals fall into two categories: Trade-off of integration or placement for a supply of product Financial compensation for placement or integration The most common type of deal is a simple exchange of the product for the placement. Example, lets say the production team wants lead actor to display a quirky affinity for a particular type of beverage. This will come across rather strongly over the course of the program which means the chosen product could get a lot of air time. It turns out that someone on the crew knows someone who works for that beverage. The production people approach the beverage company folks with a proposal and a deal is made; in exchange for the airtime, the cast and crew are provided with an ample supply of the beverage at work. Example: the movie Krish where the lead actor drinks a lot of Bournvita. Sometimes, a gift of the product isnt an appropriate form of compensation, so money powers the deal. Imagine that the marketing team at Tag Heuer has heard about this project and feels that, given the star power of the actor playing lead, this project would be a great vehicle for showcasing its product. Someone from Tag Heuer approaches the set dresser with a financially lucrative proposal. Eventually, they come to an agreement and the wristwatch casually appears in several scenes. Before product placement really saw a surge in the mid 1990s, it was pretty much a do it yourself effort. Now there are specific corporate positions and entire agencies that can handle the job. Some larger corporations will dedicate personnel to scout out opportunities for product integration or placement within films, television shows and even games and music. Good example would be Madisons specialized division for in-film branding, MATES. PRODUCT PLACEMENT IN MOVIES Every frame in a movie has an opportunity for branding. With that intent, a number of marketers are now using movies to project the core values of their brands. In-film advertising, in its most effective form, is about a brand being a part of cinemas content. Many global brands are now turning to this medium for the sheer impact that a movie can make on its audiences. Product placement in movies has gained momentum all over the world. The practice of using branded products in Hollywood movies started as casual process since 1940s. The earliest example would be 1945 movie Mildred Pierce with film star Joan Crawford drinking Jack Daniels bourbon whiskey. The current Hollywood movies feature a plethora of products ranging from telecommunications (Motorola, Nokia), automobile (Audi, BMW, Chrysler, Jeep, Lada and Mercedes) to other products like FMCG goods, Tobacco etc. Good examples are James Bond movies. Indian mainstream Hindi films, popularly known as Bollywood the world over, caught up with the trend in 1970s with Rajkapoor using Rajdoot in his movie Bobby. Popularity of movies as medium for product placement grew because of the increasing difficulty of using television as an effective medium to target audiences. The film medium provides an excellent message reach and message life and an effective method of popularizing and immortalizing brands. One of the key drivers for movies becoming a popular medium for product placement has been the increasing difficulty of using television as an effective medium to target audiences. The advent of cable and satellite television has meant that audiences have become more fragmented and tend to demonstrate a greater level of ad avoidance. By contrast, the film medium provides an excellent message reach and message life and an effective method of popularizing and immortalizing brands. The movie-goers vicariously experience the brand as they make a connection between the film, the actor, the product and its consumption, and argue that product placement acts as a perceptual clue which directs behavior to purchase a product to satisfy a need or reinforce a social status. Movie product placement is viewed as a cheaper and more effective alternative to traditional marketing communications, despite its inflexibility, but as a result of the establishment of specialist placement agencies, and thro ugh increased brand exposure through cable, satellite, video and DVD, a typical movie with international distribution can reach over one hundred million consumers from box office to TV. There seem to be three reasons why marketers consider product placement in movies as interesting communication strategy. First watching a movie is high attention and involving activity. The particular exposure context associated with movies in theatres (lights off, minimal noise and distraction possibilities, large screen, difficulty in moving around, no zapping) is bound to lead to a high level of consumer attention as opposed to, say, listening to television. In addition, movie goers expend some significant effort (choosing a movie, driving to the theatre, finding a parking space, staying in line, finding a seat) and money (transportation, parking, tickets) in order to go to a movie and therefore quite involved during the show. Second, successful movie attract large audiences. A blockbuster movie like Om Shanti Om for instance has been seen by millions of people, and this does not include video purchases and rentals, and eventual television broadcast. Therefore from a strict cost per viewer point of view, a product placement in a movie is a real bargain. Finally product placement represents a natural, non aggressive, non persuasive way of promoting brand or a firm. Hence it may lead to less counter arguing and internal zapping from consumers. Such success stories firmly establish the importance of product placement. The use of feature films as a strategy for introducing new products has grown increasingly sophisticated. Savvy marketers now build elaborate marketing communication plans cross-promoting films and brands. For example, Audi used 2004s Babul, a film by Ravi Chopra, as an integrated element for introducing a new model, the Audi A6. It was judged the most successful promotion of 2004. Subhash Ghai was one of the early filmmakers to do product placement on a real large scale. Bollywood insiders say Ghai recovered production cost from Coke and other products even before the release of films like Yaadein and Taal. In future 40% of a films revenue will accrue from streams like TV, online rights, product placements and digital downloads. Video-on-demand, IPTV and DTH are already fetching handsome returns. Then, of course, there is the overseas market, which is expanding fast. In 2007 alone, at least a dozen Hindi Mainstream films have crossed a US $ 1 million mark in the UK an US. As successful marketing efforts incorporating motion pictures continue to mount, the casual use of brands as props will diminish. While current practice does not require filmmakers to identify brands placed in films, viewers can reasonably assume that prominently featured brands have offered some compensation or other consideration in exchange for the appearance. TYPES OF PRDUCT PLACEMENT In films, product placement can be divided into three broad categories: Implicit Mode: in this the star appears in a situation and is seen openly stating that he is using the product/brand. For example, in the movie Chalte Chalte, Shahrukh Khan is seen asking his worker to fill Castrol in his truck. Imperative Mode: In this the star would ask his friend/co-worker/peer to use the product. For example, in the movie Koi Mil Gaya, Hritik Roshan is seen recommending Bournvita to Priety Zinta and her mother in the film. Co-present Mode: in this, the star appears in some kind of setting with the product or he or she could be seen consuming or using the product. In the movie Diljale, love is the ulterior theme, and Sonali Bendre, the lead actress is shown expressing her love through Archies cards, thus revolving around the social expression feel of the Card makers. BRAND PLACEMENT IS DIFFERENT FROM CELEBRITY ENDORSEMENT The celebrities endorse product and brands with commercial reasons, which normally come in the breaks in television programmes or in cinema halls. The phenomenon of zipping and change in television usage behavior due to surfing during the commercial breaks has reduced effectiveness of television commercials. Similarly commercials of cinema hall are found to be of low involvement as audience takes them as blocks between the reasons of visiting the cinema hall and the time available to them for entertainment. So the brand communication and the entertainment product are viewed differently from the audience of both media. Brand placement provides an opportunity where the involved audience gets exposure to the brands and products during the natural process of narration of movie or television commercial. THE OPPORTUNITY OF BRAND PLACEMENT, CONSUMER INFORMATION PROCESSING AND ISSUE OF BRAND CONGRUITY   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Of late there have been attempts by Indian producers and brand managers to come together and place the brand in a situation where the audience is captive and more prone to show high level of retention. Many consumers and researchers are of the view that this method is excessive commercialization of media and intrusion in life of viewer.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The viewer does not necessarily go there to see the brands; rather he is going to the cinema hall to escape from the realities of life. Brand managers are using different type of placements to make the brand look obvious at the point of emergence. They are also integrating the brand presence with the plot of the cinema, so that the audience does not feel the brand to be out of context. The brand should also be reflective of the class of user of character in the film. If the plot connection is missing and the brand is not reflective of the characters class of usage, then probably the whole brand placement exercise will be futile. The success of Indian movies is not based on sound fundamentals which is evident from the number of feature films flopping every year. So if the vehicle in which the brand is placed does not have the required viewership, then the tariff charged to bring brand at some point of the story will also go in drain .   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Films are selected as context of research for various reasons as explained below.   Compared to television, movie viewing has higher involvement. While watching a television programme, the viewer can do multifarious work at home setting, which may affect the attention degree span of the audience and hence, reduce the overall effectiveness of the medium for enhancing brand retention. In opposition to this argument, is the movie going behavior where the viewer makes a voluntary choice for viewing (exposure) a specific film (product) at a cost (time, financial, opportunity cost) for the purpose of wholesome entertainment. So he is more receptive to brand communication provided to him in the movie hall while watching the movie of his choice.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   It has been observed from research that brand recall for commercials shown during the television programmes with higher level of TRPs are very poor due to the channel switching behavior. High level of media clutter, similarity of programming across channels, channel switching behavior are the factors responsible to generate sufficient level of research interest in researchers at the practice of brand placement in movies.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Brand placements are used to increase the level of brand knowledge among consumers as in every advertising medium. The uniqueness of the medium is found in the process of exposure and congruity of brand in the story. There is no competitive exposure in the same medium at the same time, unlike television of newspapers. This is significant as it may increase the level of brand knowledge. Brand knowledge is conceptualized as brand node in memory to which a variety of associations are linked. So it is important to identify the properties of the brand node and brand association.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The factors important for product placement include the level of abstraction and qualitative nature of the brand memory effect and the congruity among brand associations affects the favorability, strength and uniqueness of the brand associations. The factors being: Brand awareness: It is the strength of brand node or trace in the memory as reflected by consumers ability to identify the brand under different conditions. Brand image: It is the set of perceptions, held in the consumers memory, as reflected by brand associations. Are the other informational nodes linked to the brand node in memory and contain the meaning of the brand for the consumers? Brand Attitudes: they are the overall evaluation of the brand by the consumers. They often form the basis of consumers choice. Other variables affecting Brand placement are- Favorability of Brand Associations: Associations differ according to how favorably they are evaluated. The success of a marketing program largely depends on the ability of the marketing program in creating the trust among consumers that the attributes and associations benefits are there in the brand talked about in communications. The Strength of Brand Association: It depends on how the information enters consumers memory (encoding) and how it is retained as part of brand image (storage). Strength is a function of both the amount or quality of processing information received at encoding (how much the person thinks about the information) and the nature or quality of the information at the encoding end (the manner in which the person thinks about the information). Congruence of a Brand: the congruence of the brand with the story of the film and presentation in the film is another measure. Congruence is defined as the extent to which the brand association shares the content and meaning with other brand associations. This explains how easily one existing brand association can be recalled and how additional associations can be linked to the brand node in memory. Brand Leverage: Compares the characteristics of the secondary associations with those of primary brand associations. The secondary associations are derived out of the usage of the brand by the character in the film. Example in the film Taal, the hero uses the bottle of Coke as a symbol of exchange of love and this contextual placement increases the strength of association of the brand. Earlier researches have shown the importance of a strong link between the brand and the film. The stronger the link, the greater is the impact between the brands image and the attitude towards the brand sponsor.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Increase in product placements and institutionalization of the industry indicate that advertisers are using the technique to sway consumers brand attitudes. The type of placements should look natural to the narration, as consumption symbols are often used to enrich the plot, theme and characters of popular culture texts. Some consumers may feel that the use of brand names in popular culture simply reflects the increased commercial content of a culture or the producers efforts to enhance the realism of their film. However, in case where the brand takes a major role in the story of the film as in the movie Friends, or where its presence in the movie might look suspect as in the movie Yaadein, the audience may realize that it was placed there to affect their judgments and they may counter argue them just as they do to the traditional advertising messages. Advertising gurus claim that in-film advertising is a very shaky business and most marketers have a tendency and temptation to go overboard with the result that the film would end up becoming a long advertising commercial. Others say that since marketers always tried to stretch their advertising rupee in order to obtain the maximum bang for their buck with the result that brand suffered. However, most advertising professionals vouch for the fact that films, by virtue of being quite engaging, are one of the cost-effective and effective mediums for advertising. If a consumer watches a particular scene and the advertisement is well embedded into that, it will remain, they say. This can be referred to the fact that the girls beating the boys fighting sequence in Chak De has been referred to as the McDonalds fight scene merely because it takes place in one of the outlets. Again, there is no mention of McDonalds in the entire film as it has been seamlessly embedded. Film content of any kind can be used to build brands. The last one year has been rather active in terms of in-film placements and branding through films. However, the placement of brands such as Ultra Tech poses a big challenge especially considering that there is no obvious benefit in sticking to stereo-types and force-fitting the Brand in films theme or storyline, he said Literature survey in the Indian context was more disheartening despite the fact that brand placement is used more and more in Indian films these days. There are hardly any evidences of work carried out on brand placement in Indian Movies.   The Indian Hindi film industry id the largest in the world in terms of number of movie produced. Yet the success rate of the movies in Indian film industry is very less. If a proper research on brand placement can be done, it can guide the producers, brand managers and academicians to develop and effective brand placement strategy in which the risk of the film making and failure will come down substantially in the Indian market. The producers can charge a price for the brand placement and cover a production cost; the brand managers will find a platform to communicate with the audience about their brands in more effective manner than conventional television advertising. PROMINNENT EXAMPLES OF SUCCESSFUL PRODUCT PLACEMENTS IN SOME MAINSTREAM FILMS (In Recent Times) SOME FAILURES TOO SUCCESSES Bollywood has finally discovered branding. In 2007, according to industry estimates, brand cameos earned around Rs 200 crore, and as a result, even small-and medium-budget movies as well as animated films are hoping to cash in on this new and lucrative revenue stream. Indeed, media analysts and industry watchers expect that figure to climb to Rs 800 crore by 2010. Some of the select successful instances of brand placement in recent times are cited below: Rang De Basanti: Rakyesh Omprakash Mehras Rang De Basanti was probably the most successful Bollywood branding in 2006 with its limited edition RDB Coca-Cola bottle, and cameos of Airtel, LG, Berger and Provogue in the film. Coke, in a first of its kind attempt, launched Coca-Cola bottles branded with the RDB title and Amirs picture and produced a movie trailer that was a montage of shots from the film and Cokes Piyo Sar Uthake campaign. Just the right kind of media partners, the films marketing ensured good and effective publicity and both the brands and the movie generated a lot of mileage from each other. Krrish: Rakesh Roshans Krrish, now a case study of Indian Institute of Management, Indore, prominently featured Singapore Tourism Board, Sony, John Players, Bournvita, Tide, Hero Honda, Boro Plus, Lifebuoy, HP Power, Acron Rangeela, Hansaplast and Lays chips, followed by merchandising of Krrish masks, lunch boxes, water bottles. Its merchandising sold like hot cakes among children. Krrish made 12 crores out of product placement. Don: Farhan Akhtars Don promoted Tag Heuer watches, Motorola, Garnier, Citibank and, of course, Oakley sunglasses as well as Louis Philippe outfits. The placement ensured that the viewer noticed dons phone, his laptop, his watch, hia sunglasses and the brand names were the focus of the camera work. But it was still done in a subtle way and did not come across as being imposed on viewer. Dhoom 2: Sanjay Gandavis Dhoom 2 promoted Coke, Pennzoil, Pepe, Sony, Disney channel, Sugar Free, McDonalds, Speed, and Suzuki Zeus. The movie was quite an opportunity for Coke, for both the brand ambassadors of Coke were starring in the movie together for the first time. The cool couple drinking the always coolest drink, perfect for Coke! The cola company had a special campaign for Dhoom 2 where Hrithik Roshan encouraged youngsters to take a swig and go dhoom. Main Hoon Naa: Farah Khans first movie Main Hoon Naa featured the following brands- Reebok, Cafà © coffee day, Frito Lays, Levis, LML. MHN was an example of optimum utilization of branding in a film. The story of the film revolved around youth hence it gave us the scope of using lifestyle and youth centric brands. The brands that were involved were the ones keeping the modern day college goers in mind, for which using brands is just a way of life. The brands were woven into the screenplay in a manner where it looked like a modern day college going youth was using the product natural yet conspicuous. Baghban: One of the clear cases of effective placement in recent times was BR films family drama Baghban. The movie creatively integrated five brands in it. The brands included were ICICI Bank, Tata Tea, Archies, Ford and Tide. Baghban truly depicted the craft of product placement. And these are not mere stating of the brands featured. These placements result in stupendous impact in consumers as delineated by the sales figures of the featured brands, before and after product placement. After Bournvita featured in Krrish, it reported a increase in sales by 15% and intention to use brand by 9%*. Domios registered greater footfall in its outlets after its placement in Phir Hera Pheri. Garnier recorded a product recall of 46% after it got featured in the movie Chup Chup Ke. Lays got an additional endorsement from Priyanka Chopra after she was shown munching on the snack in Krrish, thus re-establishing Lays as cool snack.   After Reebok featured in key scenes in Viruddh, the brand boasted of having got verbal endorsement of Amitabh Bacchan, and extensive reach through multiple showcasing of the film on multiple vehicles. Tanishq recorded a average minimum revenue of 1.45 crore from its Paheli collection. And as if that was not all, they recorded a increase in purchase intent by 13% and favorability of the brand by 10%!!! That says a lot about the success of brand placements. FAILURES There is always the other side of the coin! Academicians from Universities say that currently, embedded advertising still needs to grow in India. It is like a deranged marriage, the brand most often does not fit into the film the way in which it should. The reason is that most filmmakers still do not think of it as a revenue stream, they say. So apart from the huge successes, there were some bad failures as well. Few of them are: Ta Ra Rum Pum: After you see drivers and cars layered by brands of their sponsors, Ta Ra Rum Pum a film on racing cars would seem like the perfect avenue to showcase such similar branding. After all seeing these brands is what weve come to expect, but corporate honchos didnt seem happy just with being there. So they mustve insisted on special close-ups and zooms for their brands. As a result we get a good dose of Castrol, Goodyear and Chevrolet periodically through this film. Salaam E Ishq: Salaam E Ishq was another product-friendly movie. With such an extensive star cast and lavish set designs the director mustve felt the need for corporations to cover up costs. Of the many placements there was one that stood there screaming for attention. John Abraham and Vidya Balan play a couple in love so on the day of their anniversary John decides to gift his lady love with a diamond set. For those curious about the brand, it was Ira Jewellery and the makers give more than a glimmer to those who wonder. To make things worse, the camera decides to zoom more on the brand than the jewels. Victoria 203:   If youre one of the few people that watched the remake of Victoria 203, youd probably be gripped by the urge to buy diamonds, more specifically Gitanjali Diamonds. Thats because Gitanjali has been constantly mentioned throughout the first half an hour. The makers go to the extent of giving the viewers an unwanted history lesson about the Choksi family that owns the company and their legacy. VirruddhFamily Comes First: In terms of product placements, Viruddh went to the extent of shoving their branded products down audiences throats. What made this blatant promotion unbearable was that Virruddh was made as a serious film about a grieving family and their dead son. Obvious instances were where Sanjay Dutt posed with a can of Elf Oil in his garage and John Abraham praised how great the services of Western Union